Introduction

Qubee is a new and exciting company from Augere providing fast and reliable broadband internet services to residential and business customers across Bangladesh. We believe that everyone should be able to enjoy trouble-free access to the internet and the world of opportunities that it brings. Our aim is to make a magical internet experience available to everyone, everyday, without exception.

Qubee is the creation of a group of global telecoms professionals who saw that a new technology called WiMAX could really change the internet experience for millions of people worldwide. WiMAX means that you dont need telephone lines or cable to get connected: all you need is to live close enough to a transmitter to receive the internet wirelessly. As you read, were busy building a network of base stations to offer our brand of internet access right across Bangladesh. Were starting in Dhaka, but quickly plan to do the same in cities nationwide.

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Vision of QUBEE
The internet is one of the most liberating, exciting features of life in the 21st century. Whatever youre into music, news, views, video, information, chat, contact, research, for business, pleasure or education we think you should be able to enjoy uninterrupted access to it, wherever you are, whenever you want.

Mission of QUBEE
We are just not making the internet work; were making it work beautifully. And now it can be yours to enjoy

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Core benefits & features of QUBEE:

Qubee is the real wireless broadband internet from Augere, an MNC incorporated in Netherlands. Qubee is the name of a commitment for high speed and uninterrupted internet experience for users in Bangladesh. Qubee provides its service through WiMAX technology.

It must be Magical: Its not about magic, its about being magical. Its about us bringing delightful touches to the customer experience.

It must Work: Its not about troubling people with complicated solutions. Its about our hard work making it reliable and accessible for people

Company background
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Qubee is the customer facing brand of Augere, the wireless broadband business founded in 2007 by the former CEO of Orange, Sanjiv Ahuja. It has a mission to provide 'broadband for all' and is working to bring available, affordable and accessible broadband internet services to underserved communities worldwide. Qubee has so far

been launched in Pakistan in July 2009 and in Bangladesh in October 2009. Augere is also expecting to launch Qubee in Uganda in 2010 and is continuing to pursue spectrum across Africa, Asia and South East Asia. Augere Wireless Broadband Bangladesh Ltd launched the much-waited wireless broadband service through WiMax in some designated areas in Dhaka. Augere, one of the two WiMax licensees, is the first company in Bangladesh to launch such service under the brand name 'Qubee'. Jerry Mobbs is, the chief executive officer of Augere Bangladesh, and on the other hand Russell T Ahmed is, the chief marketing officer

Present Scenario of the industry

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Internet was introduced in Bangladesh in 1993 by Dial-up links. Online connectivity has been possible with the introduction of VSAT based international data circuit in 1996, operating in UHF and VHF band. In June 1996, the Government allowed VSAT's to be operated in the Private Sector, allbeit to be provided solely by the Government owned Telephone Operator, BTTB. Besides, Qubee and Banglalion are providing wireless bandwidth internet connection across the country. Qubee is a new

and exciting company from Augere providing fast and reliable broadband internet services to residential and business customers across Bangladesh. Only a handful of ISPs were connected within the first year. However, more liberal Government policies followed in the subsequent years which led to a rapid expansion of this industry, eventually resulting in over 180 registered ISP's by 2005. ISPs are currently regulated by the Bangladesh Telecommunication Regulatory Commission through the Bangladesh Telecommunications Act. Information service network ISN is playing a key role in online Internet service in Bangladesh. Despite the presence of online Internet service in Bangladesh, its scope is largely underutilized. The reasons include high service charges, lack of awareness, poor telecommunication systems, government policy, low buying power of potential clients, and lack of institutional 13

support.

Customers need and demand

In most developing countries like Bangladesh, local government agencies, social infrastructure and health institutions, schools, NGOs and businesses provide most of the demand for Internet services. They can be considered intermediaries: while the vast majority of these institutions are located in district centres and/or other small

towns, the benefits of their access to the Internet can spread to villages. Many of their clients are villagers who may also visit their offices frequently. There is also a growing public demand for the Internet via cybercafs. Overall, the potential user community and demand for Internet services has to be identified in a more consultative fashion than that for telephony. In most developing countries it is less advanced than in the developed world and that has more varied uses and applications than telephony. However, very recently, there is a growing trend in the internet use in Bangladesh

Current competitor analysis

There are also other competitors of Qubee, those who are trying to capture the

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market share of internet service provider business in Bangladesh. The product offering of different companies are also very lucrative. The competitors of Qubee would be as follows:1) Grameen Phone- Grameenphone serves as that correlating string that connects thousands of people across the country, across the world. It makes the daunting physicality of distance and time trivial. And thus it bring people together, holding their dreams and hopes, joys and sorrows, helping them stay close. GP is the

telecom service provider in Bangladesh, Which also offers internet service to the customers if needed.

The internet packages that GP provides are as follows:A) Minipack Pay Per Use (Max BDT 20/day) is for only prepaid subscribers where Internet usage is chargeable at BDT 0.02/KB up to a maximum of BDT 20/Day, between 12am-11.59pm daily.

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B) Package 1 (P1) is a pay-as-you-go offer which is applicable for Post Paid subscribers only. For every kilobyte (KB) of data browsed, subscribers are charged BDT 0.02(excluding VAT). C) Package 6 (P6) is an internet offer of 1 GB per month @ BDT 300+VAT.

2) City Cell - Citycell (Pacific Bangladesh Telecom Limited) is Bangladesh's and South Asia's pioneering mobile communications company and the only CDMA mobile operator in the country. Citycell is a customer-driven organization whose mission is to deliver the latest in advanced telecommunication services to Bangladesh. City cell is also a telecom service provider in the market, which also provides internet

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service if needed. Which is City cell Zoom.

The internet packages that City Cell provides are as follows:-

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3) Banglalion- Banglalion Communications Ltd is the leading BWA operators in Bangladesh having nationwide license in 2.5 GHz band. Banglalion WiMAX brings the latest technology which enables you to enjoy high speed connectivity 13

which is mobile and wireless.

The internet packages that City Cell provides are as follows:Postpaid Plan & Packages

SPEED 256 kbps 512

MONTHLY FEE Tk.800 Tk.1000

MONTHLY USAGE 5 GB * Unlimited ** 5 GB * 10 GB * Unlimited ** 5 GB * 10 GB * 20 GB * Unlimited **

Tk.1250 Tk.1450 kbps Tk.2150 Tk.2250 Tk.2750 1 Mbps Tk.4750 Tk.5150

Understanding buyer behavior

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The internet is been used by every age group of people in Bangladesh. People now a days want things done really quickly and the customers wants everything on the go. So for that reason people started using laptops. The internet modem is a very popular thing amongst the customers now a days No one prefers to go to the cyber cafe. And at the same time they want some speed to do the downloading and uploading work.

Strategic/Consultative model

Strategies are:
1. Develop a personal selling philosophy: Those who are

working in Qubee must have the personal selling capability. They should know how to handle a customer and how to persuade a buyer.

2. Develop a relationship strategy: Qubees sales people

must have idea how to make a good relation with a potential buyer and the current buyer.

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3 Develop a product strategy: Qubees product is very

much different than the competitor so its needed to make the customer understand that this is giving a high resonance and it must have some extra beneficial which is necessary to the product.

4 Develop a customer strategy: As Qubees business

is mainly customer focused, we need to satisfy them mostly to retain our customer.

5 Develop a presentation strategy: Presentation is

very much needed to sell a product. A good product might not be sold for poor strategy and vice versa. So there is no way to evade its importance.

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Products of Qubee

Qubee now offers 6 GB, 12 GB and Sky solution for all three speeds.

Monthly Usage Allowance

Speed 256 Kbps 512 Kbps 1Mbps

6GB BDT 850 BDT 1,250 BDT 2,250

12GB BDT 950 BDT 1,450 BDT 2,750

Sky ** BDT 1,250 BDT 2,250 BDT 5,250

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Product Selling Model

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This research proposes major selling strategies on wireless bandwidth internet connection of Qubee. As products reach maturity, they become more similar in the range of functions that they provide. This leads to competition via reduced retail price and ultimately reduced profitability. A competitive design method is therefore needed that can produce higher value products. An Enhanced Value experience has been

identified that can assist designers to provide quality products and to give them a unique positioning. The challenges of a mature market are highlighted by market saturation and reduced profit margins. Typically, rival companies offer similar products and services, and compete primarily on the basis of price. In such an environment, new product development becomes critical. Furthermore, contemporary customers are more discerning than those of the pre-digital era. Before making a purchase decision, customers can access information through multi-channel media, and evaluate products based on their benefits and price. Globalization has further 13

compounded the difficulties and resulted in more intense market competition. An expanding range of products and services is now available to individuals. We have entered a buyers market.

The 21st century can be defined as the period of potential demand exceeding supply. Potential demands are those unsatisfied human desires that need to be fulfilled. Manning and Reece argue that four dimensions make up the total product: the generic product, the expected product, the value-added product, and the potential product. The first three products can be achieved via product development and marketing strategy. The fourth, however, potential product, is related to the evolving human needs that designers should consider in their prospective products.

Generic product:
Generic product is the basic product to be sold like Qubee modem and the wireless bandwidth connection.

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Expected product:
Expected product is everything that meets the customers minimal expectations beyond generic product. Here, the minimum bandwidth speed that Qubee is supposed(promised) to pay for a given price is the expected product.

The value-added product:

Value added refers to "extra" feature(s) of an item of interest (product, service, person etc.) that go beyond the standard expectations and provide something "more" while adding little or nothing to its cost. Value-added features give competitive edges to companies with otherwise more expensive products. Value creation is the main objective in new product development and offers customers additional benefits such as safety, comfort, and pleasure. One of the premises for the competitive design strategy is to provide enhanced value for existing products. Enhanced value means offering better quality or services that are meaningful and valuable to customers, than competitors are able to. Qubee should transform the existing products by providing a unique quality in line with significant customer value. Through evaluating different

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product appearances, customers can discover their ideal products. In the end, customers would search for the most valuable product that yields visual satisfaction, personal image, and novelty. Products interact with their surrounding environment and users. With the inclusion of the factor of the surrounding environment, the value experience is complete. Variety seeking serves as the function of assisting

customers to deal with the changing environments. Even customers who do not make

a purchase will still appreciate a physical and emotional experience. Thus, Qubee should offer effective portals where customers can discover the desirable products easily. The value experience of variety seeking gives incentives to designers in offering various products that satisfy customers with pleasure and unique experience by the distinguished product appearance.

Potential product
To reach beyond existing demand and to look into the future, Qubee should focus on potential positioning to achieve greater customer loyalty. To find such potential human needs becomes the key to offering competitive quality. Qubee can stage an

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experience whenever they engage customers, connecting with them in a personal and memorable way. Customers now desire products with higher value and quality that address their upper level needs such as self-realization. Qubee now need to offer unique products or services that no one else provides, or offer them in a unique way.

Swot analysis

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

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Strengths:
Exponential growth. Effective promotional activities.

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Weaknesses:

Employee skill inconsistency. Poor customer service. Very low employee morale.

Opportunities:
Growing demand for wireless bandwidth connection Huge market size. Making technology accessible to all (e.g. broadband). Adopt latest technologies.

Threats:
Growing competition from major competitor-Banglalion. Price reduction by competitor to capture the market. Entry of new competitors.

Selling product with pricing strategy

Our vision is to become the number one brand in the internet service 13

provider business in Bangladesh. The current market has both low

price and premium priced competitors. However, the scope for the high

end market is gradually growing as customers become more internet

conscious and lean towards branded providers. So, we will take

advantage of this fact and attract the more sophisticated, high class

customers with premium pricing backed by superior service quality.

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Selling Strategy
Qubee sales and distribution team has five sub departments. These are :-

1. Direct Sales 2. Corporate Sales 3. Tele Sales 4. Distributor 5. Retail Shop 13

Direct sales team handles the home users and SME. They try to make the product
available to the corporate and single or home users. In Dhaka city there is more than 50,000 SME. So Qubee targeted those SME and the direct sales team works with those organizations.

Corporate Sales team works with the corporate clients. Some renowned
companies are our corporate clients. They are :-

1. American Embassy 2. Standard Chartered Bank 3. BRAC Bank 4. World Bank and so on.

There is a separate office for the manager of corporate sales who is also responsible

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for corporate customer relations. Corporate customers are given high priority in terms of sales and also in terms of after sales service. Of course this is due to the high usage and need for good long term goodwill with such corporate clients. This department however deals mainly with sales to corporate customers and maintenance of relations with both current clients as well as scouting out potential new corporate clients, whereas the after sales service and other issues are dealt with by the customer services operations section of the company.

Distributor makes sure that qubee product is available in the market. They get
commission on modem and bandwidth price.

Tele sales team sale qubee connection by making call to the potential customers.
They have some customer group from the business corporate world. For selling to those people they adopt telemarketing approach Qubee is distributing their product 13

through their own outlet and third party. They have their own outlet in Gulshan 2 at Casablanka Store and they are using Transcom as third party to distribute their product. They have also given exclusive right to some computer accessories selling company which are located in IDB to distribute their product. They are also selling their product through telesales in some special cases. Qubee have build experience booth in different places to give the practical experience to their subscribers and they have highly focused on that Experience booth to promote their product. It is now

possible to try out the real internet experience from Qubee at your favorite coffee shop or shopping mall.

Marketing Strategies

Qubee marketing team is working nicely. Marketing department has three sub departments. These are:13

1. Product Development 2. Branding 3. CSR/PR

Product Development

This department is responsible for find out the innovative features that can attract the existing and potential customers. Product development is one of the key departments in the company. While developing new packages and tariff plans this department has

to keep in mind the profit and cost issue. Under all these constraints the department has been producing exciting and new features which ultimately attract customers. Product team always tries to come up with different types of products by considering peoples need and wants. Product team introduce Gigaset, Dongle, for the customers. Gigaset has the power to capture the frequency more compare to Dongle. So Qubee provide Gigaset where frequency is bit poor and Dongle for people who wants

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mobility.Product team design their product according to the customer wants.

Branding

The brand department of the company deals with image of the brand to the customers. It basically helps the brand to portray its intentioned image to the potential target group. This department along with the Marketing Communication department deals with the promotional activities.As Qubee is very new organization and WiMax is a very new concept thats why Qubee have to give too much effort and promotional activities to let the people know about their product and services.Branding is a another sub-department of marketing. Branding team is trying to promote their qubee product. They have organized different events to promote their product. At first they do a

campaign in different universities, which worked a lot. At present they are not branding their product extensively but they have a plan for extensive branding. Qubee is now giving advertises to different renowned news papers in Bangladesh and they are also giving advertisement to the different website to promote their product. They also giving advertisement in the Radio like Radio Amar, Radio Foorti etc.

CSR/PR

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Qubee has another sub department called CSR/PR department. Though they are not doing so many CSR activities but they are planning to engage in CSR activities. Qubee does different sorts of public relation activities to promote their product in the market which involves different University campus campaign. They are offering campus package especially for the students and they are arranging different campus campaign to sell their product. They are also arranging different concerts to grab the attention of the customers.

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