non-price competition tools of banglalink

8/7/2019 Non-price competition tools of Banglalink

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Non Price Competition tools : Banglalink

Company Profile:

Orascom telecom Bangladesh limited ("Banglalink") is a 100% owned subsidiary of Orascom

telecom holding s.a.e., Egypt, ("oth") in Bangladesh. In September, 2004, Orascom TelecomHoldings purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (Sheba). It wasacquired by oth in 2004, and after a complete overhaul and the deployment of a new gsmnetwork, its telecommunication services were re-launched under the brand name Banglalink.When Banglalink began operations in Bangladesh in February 2005, its impact was feltimmediately: overnight mobile telephony became an affordable option for customers across awide range of market segments.

Banglalinks success was based on a simple mission: "bringing mobile telephony to themasses" which was the cornerstone of its strategy. Banglalink changed the mobile phonestatus from luxury to a necessity and brought mobile telephone to the general people ofBangladesh and made a place in their hearts. The mobile phone has become the symbol forthe positive change in Bangladesh.

This positive change that is quite correctly attributed to Banglalink has become the corporatepositioning of Banglalink and is translated in their slogan "making a difference" or "dinbodol". "Making a difference" not only in the telecom industry, but also through its productsand services, to the lives of its customers. This corporate stance of "making a difference" has

been reflected in everything Banglalink does.

Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in

October 2006. in less than two years which is by December 2007, Banglalink overtook aktel(Robi) to become the second largest operator in Bangladesh with more than 7.1 millioncustomers. and on August 20, 2008, Banglalink got past the landmark of 10 millionsubscriber base.As of November, 2009, Banglalink has a subscriber base of 12.99 millionBanglalink currently has 15 million subscribers as of march 2010, representing a marketshare of 26%.

Growth over the last years have been fuelled with innovative products and services targetingdifferent market segments, aggressive improvement of network quality and dedicatedcustomer care, creating an extensive distribution network across the country, and establishinga strong brand that emotionally connected customers with Banglalink

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History of Banglalink:

Sheba Telecom (Pvt.) Ltd. was granted license in 1989 to operate in the rural areas of 199

upazilas. Later it obtained GSM license in 1996 to extend its business to cellular mobile,radio telephone services. It launched operation in the last quarter of 1997 as a Bangladesh-Malaysia joint venture.

In July, 2004, it was reported that Egypt based Orascom Telecom is set to purchase theMalaysian stakes in Sheba Telecom through a hush-hush deal, as Sheba had failed to tap the

business potentials in Bangladesh mainly due to a chronic feud between its Malaysian andBangladeshi partners. An agreement was reached with Orascom worth US$25 million wasfinalized in secret. The pact has been kept secret for legal reasons, considering financialfallout and because of the feud. The main reason for the undercover dealing was the jointventure agreement between the Bangladeshi and the Malaysian partners, which dictates that ifany party sells its Sheba shares, the other party will enjoy the first right to buy that.

Integrated Services Ltd. (ISL), the Bangladeshi partner, was being officially shown aspurchasing the shares held by Technology Resources Industries (TRI) of Malaysia for $15million. ISL then paid another $10 million to Standard Chartered Bank to settle Sheba'sliabilities. In September, 2004, Orascom Telecom Holdings purchased 100% of the shares ofSheba Telecom (Pvt.) Limited (Sheba). It was acquired for US$60 million. Sheba had a

base of 59,000 users, of whom 49,000 were regular when it was sold. Afterward it was re- branded and launched its services under the Banglalink brand on February 10, 2005.Banglalinks license is a nationwide 15-year GSM license and will expire in November,

2011. In March, 2008, Sheba Telecom (Pvt.) Limited changed its name as Orascom TelecomBangladesh Limited, matching its parent company name.

Mission and Vission of Banglalink:

Mission

Banglalink mission is to satisfy all communication needs of the developing markets whichthe organization serves. It is company belief that there is viable economic model to serve

emerging markets while availing affordable quality. The organization is racing to serve thelargest possible number of customers, covering the most populous countries in the world. Theorganization believes that by positioning ourselves as the primary provider of communicationservices. It can

Vision

To become one of the worldss leading telecom operators providing the best quality servicesto the target customers, value to the shareholders and a dynamic, challenging and funenvironment for the employees.

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http://en.wikipedia.org/wiki/Upazilahttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Cellular_mobilehttp://en.wikipedia.org/wiki/Radio_telephonehttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Orascom_Telecomhttp://en.wikipedia.org/wiki/Standard_Chartered_Bankhttp://en.wikipedia.org/wiki/Upazilahttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Cellular_mobilehttp://en.wikipedia.org/wiki/Radio_telephonehttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Orascom_Telecomhttp://en.wikipedia.org/wiki/Standard_Chartered_Bank


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Non-price competition of Banglalink:

Non-price competition is a marketing strategy "in which one firm tries to distinguish its

product or service from competing products on the basis of attributes like design andworkmanship" The firm can also distinguish its product offering through quality of service,extensive distribution, customer focus, or any other sustainable competitive advantage otherthan price. It can be contrasted with price competition, which is where a company tries todistinguish its product or service from competing products on the basis of low price. Non-

price competition typically involves promotional expenditures, (such as advertising, sellingstaff, sales promotions, coupons, special orders, or free gifts), marketing research, new

product development, and brand management costs.

Firms will engage in non-price competition, in spite of the additional costs involved, becauseit is usually more profitable than selling for a lower price, and avoids the risk of a price war.

Competition among firms that choose to differentiate their products by non price means, forexample, by quality, style, delivery methods, locations, or special services. Non pricecompetition is often practiced by firms that desire to differentiate virtually identical products.More specifically Non price competition can be said, Competition between companies thatinvolves something other than lower prices. That is, rather than advertising the lowest pricefor a product, a company may advertise that is has the best quality, the most convenience, oreven the best branding. Non price competition is especially important where competition isstiff and companies cannot afford to charge much less than they already do.

Here some of the non price competition tools used by Bangla link are discussed bellow:

Strong Brand

Innovative Advertisement

Extensive Distribution

Distinctive Product and service

Aggressive Promotion

Dedicated Customer Care

Corporate Social Responsibility

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Strong Brand:

Brand is defined as "A name, symbol, design, or some combination which identifies the

product of a particular organization as having a substantial, differentiated advantage".Branding is an effective marketing strategy tool that has been used with frequent success inthe past. Today, branding is experiencing a new popularity resulting from new, innovativeapplications.

Name:Banglalink is a very popular and well-liked strong brand in our country. The objective of this

brand name is to give customers a brand that links the people of Bangladesh. Banglalink isworking hard to promote the brand name Banglalink so that the name stands for high value,trust, consistency and reliability which would influence people to form a very favorableattitude towards Banglalink.

Logo:

The meaning of Banglalink logo is tiger which is national animal of Bangladesh. Banglalinkwants to become the national asset of Bangladesh. This is why it used the symbol.

Slogan: 'making a difference'

The tagline of Banglalink 'making a difference' has been formally launched in 2007-enhancing the corporate platform for the mother brand. The corporate brand strategy is toestablish 'making a difference' as the platform for the brand. The communication strategy is

to produce television commercials based on true stories of Bangladeshi people who startedwith nothing, have achieved success and glory in their respective fields and have made adifference in life. To support this, events, sponsorships and activations under the corporate

brand have also been chosen with ones that have the essence of 'Making a Difference'.

Creative Advertisement:

In their advertising Banglalink try to educate their customers about the tariff rate during thepeak period and off peak. Which is helpful to stimulate customers behavior to use networkduring the period of low demand? The advertisement also used to highlight the manipulation

of other marketing mix elements to get specific response to the customers. This is why intheir advertisement Banglalink provide information regarding their service offerings,supplementary services, dedication of service personnel etc. In 2006, Banglalink also becamea leader in terms of its advertising quality and setting very high standards for competition andothers.

TV Commercial:

The corporate TV commercial of "Din Bodol" based on the theme "Making a Difference inPeople's Lives", touched everyone through out the country and was adjudged the best TVC ofthe year according to the leading dailies of the country like Prothom Alo and New Age. ThisTV Commercial has become a matter of national pride for Bangladesh as it has beennominated for the best TV Advertisement of the year with 4 other international television

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commercials at the GSMA Award 2007. GSMA Award is considered to be the Oscar ofmobile industry. The most popular TV commercials of Banglalink are Din bodol, Banglalinknetwork 2008, Banglalink desh part 1,2,3,4, Jagoroner gaan, 21st February-2007,2010, 26th

March, 2007 etc.

Newspaper:

The advertising tools that Banglalink uses as a media to communicate with the existing andpotential customers are the daily Newspapers of Bangladesh. Every promotional campaignand offerings are informed to the customer through the advertisement of newspaper.Banglalink wants to communicate the objectives of the any program/project/event with thetarget crowd through newspaper insertions.

Billboards:

Bill board is the advertising tools that are used by Banglalink. Giant bill boards are set upacross the nation where the crowd is relatively higher displaying the new offer of thecompany. After a certain period of time the new advertisement replaces the old one.

Push-pull Door Painting:

One of the unique advertisements of Banglalink is push-pull door painting of stationary,shops beside the roads of city. The whole push-pull door is painted with orange and the logoof Banglalink is placed on it. This is done with the negotiation with the shop owners.

Interior Decoration:

Another advertising tools used by Banglalink is interior decoration of Recharging Center.The interior walls of recharging centers of mobile phone from the user of different mobileoperator recharge their mobile phone are painted with orange color and Banglalink logodecorated with the poster, banner, and festoon of Banglalink.

Signage Board:

Banglalink uses electrical signage boards on the top of roadside shops, restaurant, market etc.that is very much effective method display advertising. Banglalink prepares this signage

board for their own cost according to the choice of owners of shops, restaurant and market.This signage boards are orange in color having Banglalink logo and display the name andaddress of shops, restaurant and market.

Rickshaw Plastic:

Banglalink provided orange colored Rickshaw plastick designed with Banglalink logo for therickshaw puller to protect the padssengers from rain during rainy season.

Extensive Distribution:

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Banglalink is constantly investing and expanding infrastructure to ensure high quality servicefor our customers. Nationwide fiber optic network is a great example of this and speaks of

our relentless commitment. Banglalink will continue to strive to provide an excellentnetwork. Banglalink has been expended its coverage al most all the parts of Bangladesh.

Name of Division No. of Coveraged Thana

Barisal 41

Chittagong 86

Dhaka 143

Khulna 65

Rajshahi 129

Sylhet 35

Banglalink initially failed to expand its network keeping pace with increased numbers ofsubscribers. This is because Banglalink was the fastest growing mobile operator at that timein the whole world.

However, Banglalink have invested heavily in 2007 and continued that in 2008 for improvingnetwork quality. Banglalink's network coverage and network quality improved considerablyand is among the best in Bangladesh now. Especially Banglalink has the best internationalcall quality in Bangladesh

Delivering services to the customers involves decision on the place and time of the deliveryto as well as methods and channel used. Banglalink distribute their services to the finalcustomers through the retail outlet, BSP (Banglalink Service Point) etc. The dealer of theretail outlet gets the commission on the basis of the specific sales proportion. In addition toBanglalink take security money from their dealer.

Banglalink continues to offer products and services approaching different consumer segmentswith distinct communication needs. Banglalink focuses heavily on enhancing service andquality as well. In 2006, enhancements were done in terms of network quality and customerservice. There was aggressive improvement of indoor coverage, and wherever necessary,especially in-building solutions were installed in case of enterprise customers and corporate

clients. To provide better customer service, a new, expanded, state of the art call center hasalso been established. At the end of the 2006, there have been a six customer care centers and63 franchise centers across the country attending various customers with different queries.

Targeting the corporate and SME segments, Banglalink has launched "Banglalink Enterprise"with state of the art services including GPRS, corporate SMS broadcast, dedicated customerrelationship management, and customized packages. Banglalink enterprise offers customizedtelecom solutions for different businesses as per their requirements and the objective ofBanglalink enterprise is to assist the clients at every step as their businesses grow.

Distinctive Product and Service:

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Banglalink also offers extensive range of value added services for customers. Recently,interactive voice portal has been launched for customers who are not SMS savvy. Banglalink'Amar Tunes' (CRBT) service is extremely popular with customers with a rich library of

English, Hindi, Bengali and Arabic songs - all ready to be set as caller ring back tones.Banglalink has also been the first operator to launch Missed Call Alerts for customers. Inaddition services like Song dedication; logo and ring tone download; and i'bubble (voicemessage) make the portfolio rich. Banglalink has also launched GPRS in most major citiesand will extend to major districts by end of 2007. Banglalink provides the following services

Information based services

Entertainment Service

Data based services

Call management services

Financial services

Information based services

Blood bank

When it comes to making a difference, Banglalink is always in the forefront. Be it byproviding innovative but affordable telecommunication service or through enhancing thewellbeing of this country. Hence, this time Banglalink launched "blood bank 8008" service to

provide information regarding availability of blood. "blood bank 8008" is basically a call

center based service whereby Banglalink subscribers will be able to dial the short code 8008and receive information/enquiries regarding the availability of blood including the location ofnearest blood bank, hospitals or individual donors, etc. people who are interested to donate

blood can also get information regarding donation campaigns.

Healthlink

Banglalink, in its continuous endeavor to provide its customers with innovative andconvenient services, has launched Healthlink service for its customers. Through this service,Banglalink subscribers will now be able to get health counseling services through third party(managed by synesis it) call center. Banglalink customers can just dial 789 and they will be

put through to a call center agent of Healthlink. These agents are all MBBS professionals andspecially trained to provide health issue related consultancy over phone.

Banglalink jigyasha

The growth of smes is crucial in the path of developing the economy of Bangladesh.However, the existing and potential sme owners are often faced by difficulties regardingaccess to necessary information required to prosper in business. Realizing these difficulties,Banglalink brought Banglalink jigyasha under which two separate kinds of services are beingoffered.

Krishi jigyasha 7676: Banglalink has introduced krishi jigyasha 7676 which will providesuggestions and answers to any queries related to agriculture, vegetable and fruit farming,

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poultry, livestock, fisheries etc. Banglalink is the pioneer in Bangladesh in launching such aservice.

Babsha jigyasha 7677: Banglalink brought babsha jigyasha 7677, a one stop solution forexisting and potential sme owners in need of business related advice. Now it is possible to

just dial 7677 and get useful advice on important issues relating to business, 24/7, which notonly saves valuable time and effort but also minimizes operational cost.

i'info

A sms based subscription news service which ensures that you are always updated on thelatest happenings. currently the following categories are available: sports (sn) - football,cricket, tennis etc. entertainment (ent) - updates from cineplex, schedules from baily road,scoopes from bollywood etc. technology (tech) - updates on latest computers, softwares,

cellphones, space exploration etc.

Railway junction

Just another milestone from the house of innovative value added services of Banglalink isBanglalink junction- railway information service. This service will allow Banglalink prepaidand postpaid subscribers to check information on the below features: destination wise traininfo - seat availability information - class wise ticket fare information - train delay schedule -

Yellow pages

This value added service enables you to access Bangladesh yellow pages through yourBanglalink mobile phone. you can access information of airlines, banks, hospitals, embassies,restaurants, trains, travel offers, etc. by just dialing 2727. Please ask for your desiredinformation to the operator and you will get the information within a few moments.

SMS (text, quotes & jokes)

Short message service (sms) is a value added service where one can send message via text.One can share your feelings; memorable events with another Banglalink mobile withoutmaking any phone call. sms allows you to send and receive text messages from your own

Banglalink mobile handset to any other Banglalink mobile handset. The highest characters ofany message are 160.

Quran ivr

Banglalink has launched an ivr based surah and tarjoma service for the first time inBangladesh which will be of help to a great deal of population who do not understand arabic.Through this service, Banglalink customers will be able to listen to any surah from the holyquran with its tarjoma (bengali translation). In order to avail this service, customers have todial 4567. While listening to a certain surah, press 3 for going to the next surah. Also, forgoing back to the previous surah simply press 1.

Entertainment Service

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Golpo chora gaan

Get fairytales, rhymes, songs and poems for your dear child on your Banglalink connection!Banglalink has launched Banglalink golpo chora gaan just for your kids entertainment!Banglalink golpo chora gaan is an ivr based service which will enable Banglalink subscribersto listen to bangla & english rhymes, poems, fairytales and songs for children just by dialing5432

Friend finder

Banglalink friend finder: finding your friends was never so easy! Introducing the all newBanglalink friend finder, from now on send a sms to 2424 and find out where your friends arelocated. Friend finder is a sms based location tracking service which allows you to locate

your friend provided the access is granted by your friend. Similarly, your friend can alsolocate you by following the same process.

Amar tune

Now treat your friends and family to your favorite songs every time they call you. Choosefrom a wide range of Bangla, Hindi and English songs. Dial 2222 and follow instructions.When you download a song, you will automatically be subscribed to the service.

mig33

mig33 is a globally famous social communications and entertainment community service onthe mobile phone.

Banglalink messenger

Welcome to Banglalink messenger; the ultimate chatting tool on your mobile! It is a user-friendly chat and messaging service that offers three key services: make-a-friend, chatrooms& connectivity to "yahoo, msn and icq" instant messengers through sms.

Song dedication

For the first time in Bangladesh, Banglalink launched song dedication service over ivr(interactive voice response). Through this service, any Banglalink customers may dial a shortnumber 4226 (gaan), browse and select a song from the list of available category of songsand send it to any mobile number immediately or in a specific time and date. This dedicationis sent without any additional cost- only browsing charge is applicable. a customer may alsoadd his/her personal voice message for 15 seconds to be sent with the song.

SMS adda

SMS adda is a new service that allows you to chat through SMS with a group of people about

different topics.Power menu

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Just dial *789# presenting the Banglalink power menu! this is a comprehensive value addedservice menu that gives you all the services (such as cooking recipes, logo and ring-tonedownloads, picture messages, jokes, quotes, movie top charts, etc) that you may want with

the touch of a button. You dont have to remember any lengthy codes or syntaxes fordownloads anymore -just dial *789# and start browsing!

Music station

Ever wished you could decide the songs playing on radio? Irritated with commercial breaks?Having trouble accessing fm radio channels from your area? Your mobile phone is notcompatible to listen to the radio? Now, all you need to do is simply tune-in to "Banglalinkmusic station" and enjoy the non-stop music all day long! Banglalink music station 5858 -which lets you listen to music of your choice anytime, anywhere from a list of more than14,000 full songs from more then 22 different category of music channels - bangla classical

music to pop & rock, bollywood hits and popular english tracks. One can also create theirown playlist of favorite songs and listen to them anytime they wish!

SMS email

Banglalink smsemail allows you to have a unique e-mail address. You will be able to sendand receive e-mails from anywhere in the world. You dont need to have expensivecomputers or even the internet to send and receive e-mails.

Voice adda

Banglalink voice adda is a 24 hours open voice based service which allows all Banglalinkpre-paid ( Banglalink desh & Banglalink desh rong ) & post-paid ( Banglalink enterprise)customers to dial 3678 and voice chat with friends. it is a place where you can make newfriends & talk non stop on your favourite topics - while maintaining completeconfidentiality.Voice adda is similar to chatting on-line on the internet, the only difference isthat you dont need to type -but can actually talk to the person on the other side

Voice portal

The speech recognition based Banglalink voice portal 4848 service with interactive voice

response (ivr) & sms based subscription options that will allow Banglalink users to dial theshort code 4848 and get the updated information on sports, fun, devotional and infotainmentcategories.

Ring tones

Have your favorite Bangla, English, or Hindi ring tones now on your Banglalink phone. Letthem speak for you! Ring tones are available for nokia and siemens handsets. Go to messageand type "rt" followed by the code (nokia code / siemens code) of your choice and send it to444. You will then receive the ring tone on your mobile phone. Look out for new ring tonecodes in the newspapers and at your nearest Banglalink outlet.

Logos

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Customize your Banglalink phone with a unique logo reflecting your style. Operator logosare currently available for nokia and siemens handsets. Go to message and type " oplogo"followed by the code (nokia code / siemens code) of your choice after and send it to 444. You

will then receive the logo on your mobile phone.

Picture messages

You can send the picture message from any handset, please note that only nokia handsets canreceive picture message. go to message and type pm[destinationnumber]codeand send it to 444. Your will receive the confirmation messageonce the destination number receives the picture message with the greeting message you sent.

Data based services

Banglalink internet

Banglalink internet (gprs packages). enjoy the power of internet now on your mobile withyour pre-paid, post-paid and call & control connection too. With Banglalink gprs you cansend and receive e-mails and browse the internet or download contents through your mobile.

be always online even when you are out of home or office; stay updated with your work andthe world around. Currently Banglalink is providing two different gprs packages

p1: pay as you go - this package can be activated from all connections of Banglalink bysending p1 to 3343. The charge for this service is bdt 0.02/kb for prepaid users and bdt0.015/kb for postpaid users and call & control users. (Excluding vat)

p2: unlimited internet - this package can be activated from all postpaid connections and allthe prepaid desh customers connection. Just send sms with keyword p2 to 3343 to activatethis service. The charge for this service is bdt 650/month (excluding vat).

Banglalink internet modem

Banglalink has always tried to keep their customers updated with access to the latestinformation and technology. Keeping in line with such efforts, this time Banglalinkintroduced Banglalink internet modem which is available at only tk. 3200. Upon activation of

the sim, all a user needs to do is insert the sim into the modem and start browsing!

Banglalink phonebackup

Banglalink has always tried to make a difference in the lives of common people by providinginnovative and useful communication solutions. In line with such efforts, this time Banglalink

brought Banglalink phonebackup! Banglalink phone backup is a service that safeguards alldata of a mobile phone including contacts, calendar & tasks, sms, photos, videos and audio.the phone backup service copies your mobile phones data in a secured manner toBanglalinks phone backup system, and also enables you to restore the saved data on your

phone (new / existing) whenever you change your phone or in case you lose the data

accidentally.

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Vehicle tracking: ntrack

Protect your car through vehicle tracking system. Monitoring and safeguarding any vehicle is

now possible sitting at home! ntrack vehicle tracking system is a state-of-the-art servicewhich enables anyone to track a vehicle or a fleet to ensure better security of vehicles byreducing auto theft which is an alarming issue these days in major metro areas. With thisservice, you can even switch off your car from a remote location. All you need is a GPRSenabled handset and a Banglalink data package to go to internet and you can monitor thevehicle live.

Stock info

Banglalink stock info service is a mobile phone based application that allows Banglalinksubscribers to get live stock information of Dhaka and Chittagong stock exchange. This

application runs on java enabled handsets.

Azan alert

Azan alert is a java based software that can be downloaded by a wap-link push sms and canbe used in any java enabled handset. This software will provide the following facilities: sahritime Fazr prayer time Johor time Asar time Magrib time Iftar time Isha time Sahri and Fazrtime for the next day. Azan alert can be localized according to the time-zone of 18 majorcities of Bangladesh and also has a daylight saving formula which can be used all year round.In order to avail this service, subscribers have to type azan and send SMS to 4646 and thedownload link will be sent in a return SMS.

Call management services

Banglalink easy divert

Since its inception, Banglalink has always tried to be in the forefront with its innovativebasket of products and services. In line with such efforts, for the first time in the country,using its own technical resources, Banglalink has launched Banglalink easy divert!

Voice message

Banglalink launches for the first time in Bangladesh voice message. Through this service,Banglalink customers may send a message as voice instead of text. Subscribers will be able torecord voice messages and send it. This will eliminate the typing interface problem used intext-based sms and replace it with a fast and easy-to-use voice based interface. Moreover, itwill overcome the language barrier of sms.

e-isd

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Talk to the world at economy rates. Call 55 countries around the world at economy rates.dial: 012 + country code + area code + destination number.

Call block

Now block all unwanted callers. Do you often see yourself taking calls you dont want to?Well, you can now block all unwanted callers with Banglalink call block service.

Call me back

Using this service all prepaid customers of Banglalink can send request to another Banglalinknumber (prepaid and postpaid) to call him back if he/she has low balance in mobile account.Only active Banglalink prepaid connections having a balance between tk.0.15 to tk.1.00 will

be able to send a call back request. To send a request they need to type *126* the Banglalink

number they want to send call back request to # and then dial send. The requested person willbe notified through sms and the requester will get a confirmation sms that the request hasbeen sent.

Missed call alert

missed call alert service will notify you about all the calls made to you when your mobilephone is unreachable or due to any of the below reasons, handset switched off, out of networkor coverage area, battery exhaustion, phone is busy or not answered when you switch on yourmobile phone, you will receive notification of missed calls via sms. The sms will detail thecalling partys mobile number, time & date when the call was made.

Conference call

Talk with your friends together...wherever, whenever. Conference call service enablesBanglalinks prepaid and postpaid subscribers to call more than one person in one call) at thesame time. All the parties in a conference call will be connected together and they can talk toeach other through the party originating the call. Businessmen, professionals and even regularusers are benefited from the service for better communication and time management.

Call waiting

You can take a second call while you are on the phone without losing the first one. Toactivate call waiting press: *43# send or ok. To deactivate call waiting press: #43# send orok

Caller line identification presentation

Caller line identification presentation (clip) is a supplementary service that allows you to seethe number of the caller on your mobile screen before you answer the call. This is a standardfeature available to you and you do not need any activation for this service.

Financial services

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Banglalink bill-pay service

Banglalink bill-pay service offers a simple and convenient method for you to pay your

electricity bills. Now you can easily pay your electricity bills from your Banglalink mobilephone, at any time, 7 days a week, as well as the nearest bill-pay point that has beenauthorized by Banglalink. This electronic process automatically updates the paid bills of bpdbconsumers of mymensingh and rangpur zone.

Mobile remittance

Banglalink in collaboration with dhaka bank ltd (dbl) and eastern bank ltd (ebl) jointlylaunched mobile remittance, the first ever for Bangladesh as well as for south asia. Thisservice is a highly secured, convenient, reliable, fast and cost-effective remittance system.

Beneficiaries with Banglalink mobile connections will be able to open mobile wallet accountseither at dhaka bank or eastern bank from selected Banglalink mobile cash points bysubmitting necessary identity documents and account opening forms. Mobile wallet accountholders can receive the remittance directly in their mobile wallet account. if the beneficiariesdo not have Banglalink mobile connections, they can still receive the remittance by receivinga secured and unique transaction reference number which is forwarded to them by the sender.in that case, the beneficiaries will have to go to the designated Banglalink mobile cash pointswith proof of identification and request for the disbursement by submitting the transactionreference number, the exact amount and the bank name.

Aggressive Promotion:

Post Paid

At Banglalink, we understand that your needs and usage patterns are unique. This is why webelieve in giving you choices so you can pick what you need. Rather than offering you thesame solution as everyone else, our Banglalink postpaid packages are tailored to serve yourexact purposes and give you the best value for money.

1. Boundary bonus

Banglalink again launches its striking offer - boundary bonus. Under this offer,customers will be able to enjoy 100% bonus on their incremental usage in june overmay (any incremental amount). This means that the customers will have to increaseusage in the period of june 1 - 30 over the period may 1 -31.

Customers will have to register for this promotion by typing reg and sending sms to2020.

Offer details

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this offer is applicable for all Banglalink customers (including all prepaid, call &control and postpaid) who activated their account before 31 may 2010 any inactive customer is also eligible to avail this offer by using any amount in

june customers can check their may usage after 9 june by typing u and sending smsto 2020 a customer can enjoy maximum tk 1000 as bonus/discount bonus can be used to make calls to Banglalink numbers (excluding fnf) from9am-5pm and will be valid for 15 days after disbursement Banglalink postpaid and pco call & control customers will receive the

bonus/discount based on their usage from 1 15 july to any Banglalink number(excluding fnf) from 9 am to 5 pm. for pco call & control customers, bundle usage from1 15 july will not be considered for this promotion. eligible prepaid and call & control customers can check the balance and validity

of bonus by dialing *124*3# this is a limited time promotion

2. Introducing post-paid unlimited bundle

For the first time in Bangladesh, Banglalink has brought post-paid unlimited package inthe market! Banglalink has always tried to cater to the needs of different segments withcustomized solutions. In line with such efforts, post-paid unlimited package is a uniqueoffer aimed at the highly discerning customers who want more than what is currentlyavailable in the market and who do not want to worry about per minute cost. Currentlythere are no special offers or packages that are catered to the high revenue generatingindividual customers. This package includes unlimited talk time, unlimited sms andunlimited internet the most relevant needs of post-paid customers.

Offers details

post-paid customers will be offered a package of 3000 minutes to both on-netand off-net (excluding private pstn, btcl, isd, eisd) and 5000 on-net sms, and 200 mbinternet, against a package fee of tk.2000 (excluding vat) package minutes and sms can be used for 24 hours validity of package minutes, sms and internet will be bill cycle bound

customers cannot carry forward the minutes and sms as the validity of theminutes and sms will be bill cycle bound after the consumption of the free 3000 minutes, customers will enjoy flat rate oftk.0.65/min tariff with 60 second pulse bundle minutes, sms and internet will be billed on a prorated basis

Prepaid

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Prepaid is a system where you pay for your phone calls in advance. Prepaid gives youthe freedom to use your mobile within your budget. it is an excellent way to controlyour expenditure.

The products, Banglalink prepaid has network mobility feature which helps a subscriberto move around where Banglalink has its coverage.

Key features of Banglalink pre-paid

no monthly subscription fee lifetime validity for all the prepaid customers who recharged after February 23rd2007 Banglalink advance: advance credit feature in case of low balance

1. Bundle promotion

Banglalink has always strived to make a difference with its innovative products andservices for everyone. In line with such attempts, this time Banglalink launched bundlepromotion -designed to offer a cost saving option for the customers who are regularusers of airtime and sms.

with this bundle offer, Banglalink customers can now daily get 30 minutes along with30 sms by paying only tk.15. to enjoy this offer customers need to dial *132*2#.

Offer details

eligible customers can enjoy 30 minutes and 30 sms with tk.15 (excluding vat) bundle minutes and sms can be used to any Banglalink number for 24 hours validity of bundle minutes and sms will be 1 day i.e. till next day midnight to enjoy this offer customers need to dial *132*2#. upon confirmation tk.15(excluding vat) will be deducted instantly and 30 min & 30 sms will be given incustomers account minute & sms can be used to any Banglalink number 24 hours to check the minute & sms balance and validity customer need to dial *124*2# a customer can purchase multiple bundles during the promotion period

vat & conditions apply this is a limited time offer

All Banglalink desh, desh rang, ek rate, ek rate darun, rangdhonu, Banglalink sme call& control, Banglalink postpaid (call & control) and Banglalink business call & controlcustomers can enjoy the offer.

2. Daily unlimited sms offer

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Banglalink brings daily unlimited sms offer only at tk.5! this offer is applicable for allBanglalink desh, desh rang, ek rate, ek rate darun, rangdhonu, Banglalink sme,Banglalink postpaid call & control and Banglalink business call & control customers.

Offer details

customers can buy 500 sms daily at only tk.5 (excluding vat) Bundle sms can be used to any Banglalink number and will have 1 day validity.Customers will enjoy effective validity of 24 hrs to 48 hours. customers can buy multiple bundles during the promotion customers can buy the sms bundle by sending a request to *132*1# and theamount will be deducted instantly from their account

3. Innovative reactivation offer

Banglalink launches an innovative reactivation offer for its customers who have been inactivesince 7 june 2010. With this offer, while making call customers can enjoy 1 free minute afterevery 1 minute in a call they make during promotion period.

Offer details

All inactive Banglalink prepaid, Banglalink sme call & control and Banglalinkpostpaid (call & control) customers who are not using their connection since 7th june10 will be eligible for this promotion.

1 min free after every 1 min in a call will be applicable for calls to non-fnf Banglalink

numbers during 9am to 5pm and will be valid for 15 days from the date of availingthe offer.

To avail this offer eligible customers need to register by sending sms typing reg toshort code 2020. sms charge of tk.1 (excluding vat) will be applicable.

During availing this offer ek rate and ek rate darun customers will enjoy tariffs andfeatures of ek rate package (87 paisa/min) while all other prepaid customers willenjoy tariffs and features of desh package.

All eligible call & control customers will enjoy tariffs and features of sme call &control package during availing this offer.

60 sec pulse will be applicable for calls to non-fnf Banglalink no. during 9am to 5pmwhile enjoying this offer. all other package specific tariffs and features will remainunchanged.

To check if a number is eligible for this offer or not send sms to 4343 writing themobile no. from any Banglalink no. tk.1/sms (excluding vat) charge will beapplicable.

Dedicated Customer Care:

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Banglalink has set the benchmark in customer care with our state-of-the-art call center,widest customer care touch points and a passionate & vigilant team always ready to serve

better. One can contact through below channels to get in touch with our customer service

team: Banglalink Call Center

Banglalink Sales & Care centers

Banglalink Point

Banglalink Service Center

Banglalink call center

Banglalink strives to give our customers the best of service and the fastest solution. In orderto do that we have state-of-the-art call centre that serves our customers 24 hours 7 days aweek. Banglalink customer care is devoted to make certain that all your queries are answeredwithout delay, serving for your convenience.

121 (for all Banglalink prepaid, postpaid and call & control customers)120 (for sms call back service - from Banglalink mobile only)2727 (for yellow page service - from Banglalink mobile only)175 (for e-voucher retailer service - from Banglalink e-voucher connection only)

Banglalink Sales & Care centers

Banglalink sales & care centre with a trained team strives to guarantee customer - oriented

service aiming to satisfy the subscribers with proactive attitude and efficient solution. Ourcustomer care representative will serve you with pleasure.

Banglalink Point

Banglalink points are aimed at providing a complete mobile solution, connections, handsets,accessories and provide selected customer services like SIM replacement, reconnection, bill

payment etc. They are strategically located at key points around the country. Kallol Group, alocal distribution company, had partnered with Banglalink to operate at least forty Banglalink

points through out the country. As of March, 2008, the deal with Kallol Group has beencalled off and Banglalink is focusing on managing its own customer care centers.

Banglalink Service Center

After Sales service is one of the major tools or techniques applied by Banglalink. Banglalinkestablishes many customer service centers in and outside Dhaka City. Banglalink care lineoffers a dedicated 24/7 service to answer all your queries. 24 hours a day. 7 days a week. Anyqueries you may have about: subscribing for a new connection, any form of accountinformation, coverage details, product information and value added services.

Corporate Social Responsibility:

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Since the inception as a responsible corporate body Banglalink has undertaken variousinitiatives considering the interest of customers, employees, communities and environment.These initiatives go beyond the statutory obligation/mandatory compliances to voluntary

activities that promote sustainable development. Banglalink vision which focuses on doublebottom line that it should make decisions based not only on profit but also based on socialand environmental consequences is closely linked to the principles of CSR. Corporate Socialresponsibility (CSR) is a fundamental part of the way Banglalink does business. Its anopportunity to build better relationships with all stakeholders by paying closer attention tohow we fulfill our social, economic, environmental and ethical responsibilities. CSR allowsus to align our operations with standards and expectations that are increasingly important toour shareholders, employees, customers and communities where we operate. While most ofour overall environmental impact is indirect, resulting from our financing and investmentactivities, we also have a direct impact on the environment through our day-to-day businessoperations. We are working towards reducing waste and the more efficient use of resources.

The second step is reducing our indirect environmental impact by managing our investingactivities.

Banglalink donates blankets to orphanages in different regions

In line with the essence of "making a difference", Banglalink has recently initiated a donationof free blankets across the needy community to help them withstand the spate of extreme coldwave that is currently continuing throughout the country. On behalf of Banglalink, ms. irumiqbal, manager, pr & communication donated the blankets at one of the orphanages -

bauniabadh islamia atimkhana, mirpur, pollobi, dhaka. Free blankets were also distributed inother orphanages of rajshahi, borga, mymensign, khulna, chittagong and dhaka regions. Aschildren are the most vulnerable, they are the most affected also. Orphanages across thecountry are ill-equipped and hence children often have inadequate means to brace themselvesfrom the cold spell. to help these underprivileged children, Banglalink has taken a specialinitiative to distribute approximately 5000 blankets in various orphanages across the country.Todays children are the future of tomorrow and Banglalink truly believes in this potential.Time and again, focused attention has been given on deprived children through smallinitiatives that made a big difference in their lives. During last ramadan, Banglalinkconducted a number of csr activities concentrated on helping underprivileged children,including distributing iftar and dinner during the whole month in various orphanages.

Banglalink special services at Hajj Camp

Banglalink hands over necessary equipment for providing some special services at Hajj Campto Adviser to the Ministry of Religious Affairs Major General (retd) ASM Matiur Rahman inthe city this year. Like the previous year, Banglalink continues its CSR activities for the Hajj

pilgrims this year as well. Last year Banglalink provided pure drinking water at the HajjCamp and the Hazrat Shahajalal International Airport. This year, Banglalink has added someextra facilities, such as pure drinking water, necessary medicines, free phone kiosks and

buses for shuttle services (airport drop service for the Hajjis).

Banglalink sponsors modhu mela 2010 in Jessore

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Modhu mela 2010 in sagordari, jessore organized by jessore district administration andsponsored by Banglalink started yesterday on 22nd january, 2010. The fair has beenorganized to celebrate the 186th birth anniversary of Michael Madhusudan dutt. Michael

Madhusudan Dutt was a man of real, though somewhat erratic, genius, and a courageousinnovator of forms and types which altered the whole course of bengali literature and addednew dimensions to it. to his adventurous spirit we owe blank verse and the sonnet, our firstmodern comedy and tragedy, and our first epic. he is the pioneer of the new (westerninfluenced) poetry and the new drama. the heroic note he introduced into bengali poetry gaveit a power and weight, a richness and elevation, it never had before. As a part of their regulareffort, jessore district administration has organized modhumela-2010 from 22nd january atthe poets birth place in sarogdari, jessore. it has become a tradition to hold the festival forthe locality and people from all walks of life, both urban and semi urban come to attend it. thefair includes a cultural program and is expected to attract more than 100,000 visitors daily.Banglalink, the second leading telecom service provider in the country continues to support

many cultural activities and festivals across the country. in line with Banglalinks continuouseffort to promote national culture and heritage, Banglalink has sponsored modhumela-2010for the second consecutive year.

Banglalink sponsors boishakhi utshav 1417

the 1st day of the bengali new year (pohela boishakh) which is celebrated on 14th april ofevery year is the biggest and most colorful cultural event for the people of this country.usually on pohela boishakh, people spend much of the day attending festive events, visitingrelatives, friends, and neighbours, eating special bengali foods such as panta-bhat, hilsha,variety of pithas, etc. boishakhi fairs are organized throughout the country where varioustraditional handicrafts, toys, variety of savory foods and sweets are sold. the fairs also

provide entertainment with singers and dancers performing traditional boishakhi songs,different variants of bengali folk songs like- pala gan, kobigan, jarigan, gambhira baul,marfati, murshidi and bhatiali songs etc. other attractions are puppet shows, merry-go-rounds& jatra.

Banglalink sponsors Bashanta Utshab 1416

Bangladesh is a country of colorful seasons and festivals. as a part of it, the "bashanta utsab"was held at the institute of fine arts, university of dhaka and robindro sorobor, dhanmondi,which was organized by jatio boshonto utshov udjapon porishod. the event was sponsored byBanglalink for the third consecutive time. pohela falgoon marks the beginning of "bashanta"i.e. the spring season and it has special significance in the Bangladeshi culture. it is a

beautiful season that captivates the senses and leaves one cheerful and full of the zest of life.Banglalink has been sponsoring this event for the last three years. the bashanta utshab is inline with Banglalinks continuous effort to promote national culture and heritage.

Shah Abdul Karim festival observed at dirai

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The two-day baul samrat (emperor) shah abdul karim folk festival started at dirai upazila onfriday afternoon, the first following his death five months ago. The festival was inaugurated

by shah noor alam jhalak, grandson of shah abdul karim, at ujandhol village, the birthplace of

the legendary poet and singer. The family of the baul samrat was given a reception by thesponsoring company, which was proceeded by bauls performing the songs of shah abdulkarim. This year about 50,000 visitors was enjoying this festival. Banglalink, the 2nd leadingtelecommunications service provider in the country has always encouraged and stood bycultural empowerment through such programs. This is the third consecutive year, Banglalinkhas sponsored this event.

21st national robondrosangeet festival sponsored by Banglalink.

Banglalink sponsored the "21st robindrosangeet festival" honoring the 149th birthanniversary of bengals most celebrated poet rabindranath tagore. The five daylong events

were inaugurated at the public library auditorium in dhaka on the 4th of may. The "nationalrobindrosangeet festival" is a traditional event for Bangladesh. the annual musical eventcelebrates the life and works of the great poet through his music as various artists from allover the country gathered during the five day long festival in order to pay their tribute to thework of rabindranath tagore.

Banglalink has set up meucci solutions to identify illegal voip call termination.

The second largest mobile phone operator Banglalink, in cooperation with the amtob has setup a state of the art solution by world renowned meucci solutions to identify illegal voiceover internet protocol (voip) call termination. The tool will enable detection of sim cards thatare used for illegal voip connections, which will then be disconnected by the operators. Thisis to add that meucci solution is the leader in the business whereby the solution is being used

by 220 operators across 70 countries worldwide.

Banglalink sponsors jagoroner gaan

Music, poetry and other forms of art have directly or indirectly played an integral role eversince man first raised his voice against oppression, injustice and tyranny. Music is as

important a part of Bangladesh and the bengali speaking masses as is the history of revolutionand nationalism in this land. In Bangladesh, these patriotic songs have a glorious history. Inevery step of our national movement, patriotic songs have inspired the mass people to fightagainst odds and achieve victory. "jagoran shangskritik charcha o gobeshona kendra" hastaken the initiative to catalogue and preserve hundreds of revolutionary songs that haveaccompanied the history of the bengali speaking people. The first effort is, "jagoroner gaan",a compilation of six compact disks attempting to bring a selection of 71 timeless bengalicompositions that have stood the test of time. Banglalink has contributed in this nobleinitiative by patronizing this project as the sponsor.

Banglalink recently sponsored the beautification programme of Rajshahi city.

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Banglalink CEO Rashid Khan inaugurated the launching ceremony of the programme at thecity's Shaheb Bazar Alupotty More Tuesday. A number of distinguished guests, journalists ofdifferent print and electronic media, and Banglalink officials were also present on the

occasion. The inauguration programme was followed by a press meet at Rajshahi TennisComplex.

Banglalink inaugural cup golf tournament-2010

"Banglalink inaugural cup golf tournament 2010" was held on friday & saturday, 19th & 20thmarch 2010 in army golf club, dhaka cantonment. The tournament was sponsored by theBanglalink. the inauguration of ciub house complex of army golf club and the prize givingceremony of Banglalink inaugural cup golf tournament 2010 were held on saturday, 20thmarch in golf garden of army golf club, dhaka cantonment.

Conclusion:

When Banglalink entered the Bangladesh telecom industry in February 2005, the scenariochanged overnight with mobile telephony becoming an extremely useful and affordablecommunication tool for people across all segments. Within one year of operation, Banglalink

became the fastest growing mobile operator of the country with a growth rate of 257%. Thismilestone was achieved with innovative and attractive products and services targeting thedifferent market segments; aggressive improvement of network quality and dedicatedcustomer care; and effective communication that emotionally connected customers with

Banglalink. Banglalink is today the 2nd largest mobile operator in the country. It competesover the market by differentiating its quality, style, delivery methods, locations, or specialservices. It is continuously analyzing the market movements and simultaneously takinginitiatives to compete in the mobile industry to retain their position.

non-price competition tools of banglalink

Documents