Anda di halaman 1dari 21

CHAPTER 1

1.1 INTRODUCTION:
Banglalink is the second largest cellular service provider in Bangladesh. As of February, 2008, Banglalink has a subscriber base of 7.88 million. It is a wholly owned subsidiary of Orascom Telecom. Banglalink had 1.03 million connections until December, 2005. The number of Banglalink users increased by more than 253 per cent and stood at 3.64 million at the endof 2006 and ended 2007 at 7.1 million subscribers base, making it one of the fastest growing operators in the world. Bangladesh has the lowest telephone penetration rates in the world and even in South Asia. According to a report by the International Telecommunication union (ITU), only 1.56 among 100people of Bangladesh own telecom facilities. When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication 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 percent. This milestone was achieved with innovative and attractive products and services targeting the different market segments; aggressive improvement of network quality and dedicated customer care; and effective communication that emotionally connected customers with Banglalink. Banglalink entered the market with a promise of making mobile phone affordable for people. This promise was kept and Banglalink was the first operator to introduce a flat rate for all calls for the convenience and ease of customers. Throughout the year, Banglalink continued offering products and services approaching different consumer segments with distinct communication needs. In August, 2006, Banglalink became the first company to provide free incoming calls from BTTB for both postpaid and prepaid connections Banglalink focused heavily on enhancing service and quality during 2006. These enhancements were done in terms of network quality and customer service. Banglalink subscriber base grew by a hefty 253 percent in 2006 while the overall industry rose by almost 135 percent during the period.

1.2 COMPANY HISTORY:


Sheba Telecom (PVT Ltd)-after talking lots- finally 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 the Malaysian 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 and Bangladeshi partners. An agreement was reached with Orascom worth US$25 million was finalized in secret. The pact has been kept secret for legal reasons, considering financial fallout and because of the feud. The main reason for the undercover dealing was the joint venture agreement between the Bangladeshi and the Malaysian partners, which dictates that if any 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 as purchasing the shares held by Technology Resources Industries (TRI) of Malaysia for $15 million. ISL then paid another $10 million to Standard Chartered Bank to settle Sheba's liabilities. In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba 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. In March, 2008, Sheba Telecom (Pvt.) Limited changed its name as Orascom Telecom Bangladesh Limited, matching its parent company name. When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication 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 percent. This milestone was achieved with innovative and attractive products and services targeting the different market segments; aggressive improvement of network quality and dedicated customer care; and effective communication that emotionally connected customers with Banglalink.
2

Banglalink entered the market with a promise of making mobile phone affordable for people. This promise was kept and Banglalink was the first operator to introduce a flat rate for all calls (inside own network and others operators) for the convenience and ease of customers. Thus desh was born the best prepaid package for call any network. The flat rate for desh (one rate all throughout the day for any operator) is taka 1.45/min and there are 3 FnF (friends and family).

Orascom Telecom Bangladesh Ltd


Type Founded Headquarters Area served Key people Industry Products Parent Revenue Slogan Website Subsidiary November, 1999 Tigers' Den, House # SW(H)04, Bir Uttam Mir Shawkat Sharak, Gulshan-1, Dhaka-1212, Bangladesh 64 districts Ahmed Abou Doma, CEO & MD Telecommunication Telephony, GPRS Orascom Telecom S.E. Egypt US$288 million (2008), 49.2% from 2007 Making a difference http://www.Banglalinkgsm.com

1.3 COMPANY NATURE,TYPE & SIZE


Banglalink GSM provides mobile telephony services in Bangladesh. It offers prepaid and postpaid mobile connection services. The company also provides various value-added services, such as call forwarding/divert, call waiting/call holding, call barring, caller line identification presentation, voice mail, short messaging, ring tone and logo downloads, conference call, picture messages, caller welcome tune, mobile radio, mobile news updates, cricket updates, and instant recharge. The company was founded in 1999 and is based in Dhaka, Bangladesh. Banglalink GSM Ltd. operates as a subsidiary of Orascom Telecom Holding S.A.E. Banglalink GSM Ltd. was formerly known as Sheba Telecom Pvt. Ltd. as a result of acquisition of Sheba Telecom Pvt.
3

Ltd. by Orascom Telecom. Banglalink continued to invest heavily in network enhancement throughout 2008, totaling about Tk 3,000 corer, the highest in the industry during the year and bringing up the total investment till date to over Tk 7,000 corer. Banglalink also strengthened the value proposition to its customers, by addressing one of the key core strengths its customer care service, regarded in many aspects to be the best in the mobile industry of Bangladesh. Banglalink is a subsidiary private limited monopoly telecommunication company. Its status is operating. Banglalink Telecom sector of Bangladesh has been flourished since the last decade as many national and multti-national operators entered into the industry. To have a brief idea on the existing telecom industry of Bangladesh, some relevant information of the telecom companies have been complied here. Wholly owned by subsidiary of Egyptian Orascom Telecom. In September 2004 Orascom Telecom Holdings purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (Sheba). Banglalinks license is a nationwide 15-year GSM license that expires in November 2011. When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication 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%. This milestone was achieved with innovative and attractive products and service targeting the difference market segments; aggressive improvement of network quality and dedicated customer care; and effective communicatiuon that emotionally connected customers with Banglalink. Banglalink is today the 2nd largest mobile operator in the country and recently celebrated with 1 corer customers. This has been achieved in just three and a half years.

1.4 PRODUCTS & SERVICES


Banglalink offers a number of products and value added services to its valued subscribers. These attractive products and services are designed to cater to the needs of the individual subscribers. We can divide all of these products into two categories; these arePre-Paid Post-Paid

Prepaid Packages
Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you the freedom to use your mobile within your budget. It is an excellent way to control your
4

expenditure. The products banglalink prepaid has network mobility feature which helps subscriber to 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 23rd 2007 Banglalink advance credit feature in case of low balance Banglalink offers the following prepaid products to suit customers usage pattern: Banglalink desh Banglalink desh ek rate Banglalink desh ekrate darun Banglalink desh rangdhanu Banglalink desh 7fnf

Banglalink Desh:
banglalink entered the market with a promise of making mobile telephony affordable for people. banglalink "desh" was launched in September 2006. banglalink desh is the best prepaid package for making calls to any network in any time.

Banglalink Desh Ek Rate


As the package name suggests - through this offer, customers can enjoy a single rate of tk. 0.89/min to any number 24 hours a day. This offer is specially targeted towards those customers who want flat call rate throughout the day. When customers buy a new Banglalink prepaid connection they will be automatically enjoying the benefits of Banglalink desh ek rate package.

Banglalink Desh Ek Rate Darun


Banglalink brings ek rate darun which has a highly competitive tariff option of tk. 0.99/min in 1st min and from 2nd min onwards tk. 0.69/min.

Banglalink Desh Rangdhanu


Banglalink has once again hit the market with another exciting offer rangdhonu! With this package, Banglalink customers will be able to talk for half an hour by paying for only 5 minutes! Some key features/benefits of Banglalink desh rangdhanu.

Banglalink New Desh (7fnf)


Banglalink launches a new package with 7 fnf numbers to any operator.
5

all the other prepaid packages will remain the same 60 seconds pulse will be applicable

Bonus on Incoming
Now customers can enjoy 20% bonus by having minimum 50 incoming minutes from other operators mobile in a month. The bonus will be given in the form of sms and minutes equally. The 20% bonus will be awarded based on previous months incoming calls from other mobile operators.

Lifetime Validity
Lifetime validity on prepaid account gives a customer the benefit of receiving incoming calls and staying connected forever. To get lifetime validity, a customer has to recharge his/her prepaid account with a minimum amount of tk. 10/= or above (via scratch card or i- top up). If any lifetime validity customer does not have any incoming or outgoing call/sms for three months, the connection will be permanently disconnected.

Post-paid packages
At Banglalink, we understand that your needs and usage patterns are unique. This is why we believe in giving you choices so you can pick what you need. Rather than offering you the same solution as everyone else, our Banglalink postpaid packages are tailored to serve your exact purposes and give you the best value for money. Banglalink offers four post-paid packagesBanglalink post-paid Banglalink inspire Banglalink business Banglalink sme

Banglalink Post-Paid
Lowest call charges 1 second pulse 20% bonus on incoming calls Up to 15% monthly loyalty discount on airtime Low monthly line rent, which is waived based on usage GPRS and mms service International roaming

Former Packages
Regular prepaid was the first package Banglalink had to offer. It is currently unavailable in the market. Ladies, first!, with the slogan Shomporker Network (means network of relationships), was tailored for woman. It was launched on September 3, 2005. It had introduced 1 second pulse for the first time in the prepaid market. It offered four FnF numbers. It is currently unavailable in the market. Be linked! Was launched on November 16, 2005. It was later taken over by desh packages as all the be linked! Customers were automatically migrated to desh.

Information Based Services


Banglalink emergency Blood Bank Healthlink Banglalink Jigyasha Info Railway junction Yellow pages Sms (text, quotes & jokes) International sms Quran ivr Namaz alert

Entertainment BBC bangle Banglalink timer sms Friend finder Golpo chora gaan Amar tune Mig 33 Banglalink messanger Song dedication Power menu Music station Sms email Voice adda Voice portal Sms adda
7

Ring tones Logos Picture messages

Data Based Service


Banglalink internet Banglalink internet modem Banglalink phone backup Vehicle tracking Stock info

Call Management Service


Banglalinkeasy divert Voice message Call block Call me back Missed call alert Conference call Call waiting Caller line identification presentation

Mobile Financial Service


Electronic money order with BPO Mobile train ticket Mobile bill-pay Mobile remittance

Customer Service
Banglalink sales & care centers Banglalink points Subscribing for a new connection Any form of account information Coverage details Product information Value added services Billing information

1.5 COMPANYS ORGANIZATIONAL STRUCTURE


The driving force behind banglalinks corporateaction is making a difference, and they are committed to achieving this through the highest standards of business integrity, uncompromising ethics, and utmost professionalism. Furthermore, as a subsidiary of OTH, a highly respected international business entity, they are consistenty motivated by the superior standards set by their parent company.

Corporate Directory
Naguib Sawiris Director As Chairman& CEO of Orascom Telecom Holding, Mr. Sawiris has dynamically led the growth of the company to be the leading regional telecom player and among the best regarded emerging market players in the world. In January 2003, in recognition of its regional role in the telecommunications industry, Orascom Telecom, represented by Mr. Sawiris, was appointed as board Member of the GSM Association. The appointment came as an acknowledgement of the groups position as one of the ten largest operators, based on the number of subscribers. Mr. Sawiris holds a diploma in Mechanical Engineering with a Masters in Technical Administration from the Swiss Institute of Technology, ETH, Switzerland and a Diploma from the German Evangelical School, Cairo, Egypt. Ragy Soliman Director Mr. Soliman joined Orascom Telecom in 2003 in the position of Director Legal Affairs. Effective as of October 2007, Mr. Soliman assumed the positions of OTHs General Counsel at Orascom Telecom. He holds a Masters Degree in International Business Law from London University. Zouhair A Khaliq Director Mr. Zouhair A Khaliq was appointed as the President& CEO of Mobilink on June 1, 2003. In his previous job as Executive Officer, operations for Orascom Telecom in Cairo, he was responsible for commercial operations, strategic planning, technology, IT, human resources and corporate governance for the groups and technology companies. He developed and successfully implemented Orascom Telecoms new operational management strategy. Mr. Khaliq is a qualified Chartered Accounted from the United Kingdom. Ahmed Abou Doma
9

Managing Director Mr. Ahmed was appointed as the Managing Director Chief Executive Officer of Banglalink on January 7, 2009. Mr. Ahmed has completed IEP Certification from INSEAD Business School, and holds a Bachelors Degree from Cairo University, Egypt, majoring in Communication& Electronically Engineering.

Arif Mehmood Malik Sales Director Mr. Arif Mehmood Malik joined Banglalink as the Sales Director in February 2007. He holds a Bachelors degree in Computer Science. Mahamed Osman Chief Financial Officer Mr. Osman joined Banglalink in July 2005 as Finance Director and remained in this role until July 2006. Prior to joining as CFO on November 23, 2008. He holds a Bachelors degree in Accounting from the Helwan University in Cairo. Ahmed Fady Chief Technical Officer In Charge Mr. Fady has been recently appointed as the Acting Chief Technical Officer of Banglalink. He joined Banglalink in October 2004 as Operations& Maintenance Senior Manager. He holds a Bachelor of Engineering degree in Electronics and Communications from Cairo University, Egypt. Asher Yaqub Khan Chief Commercial Officer Mr. Asher Yaqub Khan joined the company as the Chief Commercial Officer in place of Mr. Omer Rashid on September 1, 2009. He holds an MBA from the Lahore University of Management Sciences in Pakistan. M. Nurul Alam Company Secretary Mr. Nurul Alam joined Banglalink as the Company Secretary in November, 2007. He has 29 years of experience in corporate affairs, company secretariat, and internal auditing in different multinational companies. Tarek Beram Human Resources & Administration Director
10

Mr. Tarek Beram joined Banglalink with an FMCG background in several multinational firms. He holds a Masters degree in International Business Administration from ESLSCA a French business School. Nizzar El Assad IT Director Mr. Assad joined Banglalink in November, 2004 as the Senior Manager of IT Infrastructure & Operations. He holds a Bachelor of Engineering degree in Computer Communications from the American University of Beirut in Beirut, Lebanon. Zakiul Islam Regulatory & Legal Affairs Director Mr. Zakiul Islam, currently heading Regulatory & Legal Affairs, joined Banglalink as the Senior Manager of Regulatory Affairs. He holds a degree in Electrical & Engineering from the Bangladesh University of Engineering & Technology (BUET). Muhammad Arshad Customer Care Director Mr. Muhammad Arshad joined Banglalink in October, 2006. He holds an MBA from IBA (Lahore, Pakistan) and A B. Sc in Mathematics and Physics.

1.6 EMPLOYEE & THEIR BENEFITS


Attracting the Best Talents For any business to be sustainable and successful, the main asset is to people. The scenario is no different for Banglalink. The year 2009 was a good year for the business, seeing an increase in the customer base, improvement in the network quality, financials, customer satisfaction, and innovation in Banglalinks products. The major challenges that HR faced in 2009 were to attract the best talents to deliver these results and to manage the development of existing employees. The key to business success is allotting the right talent at the right position. Bangladesh, being a developing country, has a fairly low supply of talent in relation to the demand in the corporate world. Thus, the competition amongst the organizations for these talents is fierce, and HR has to be consistency vigilant and innovative to attract the best talent. Banglalink has over 5000 employees. Executive 10%, Engineer 8%, Zonal Sales Manager 5%, Senior Engineer 5%.

11

Employment Category Expatriate


Loca l- Permanent Local -Temporary Total

Onboard Manpower Status


17 1183 795 1995

Newly Joined Employees


4 183 397 584

Separation Status
2 109 282 393

Developing Talents They therefore focus on extensive technical training to keep our talents sharpened. Simultaneously, they also focus on leadership and managerial trainings, as soft skills are equally vital for business growth and success. Training information 2011 Total No. of Trainings: Total International Trainings Total No. of Local Trainings No. of Functional Trainings No. of Leadership/Managerial Trainings 2 28 21 9 23380 1273

Totals Training Man hour: Totals No. of Participants Attended in Different Programs

Performance Here at Banglalink, outcome from the performance appraisal is crucial as it is directly linked with individual bonuses, salary increases and promotions. They have completed this process successfully for 2011. They also introduced semi-annual appraisal to track the progression of individual objectives and give employees a direction as to the level of their performance. Reward & Recognition Reward consists of three components.

12

Salary (the monthly monetary payment for the job) Benefits (the non-monetary benefits like life insurance, medical coverage, canteen and gym facility) Incentive (the cash incentive in addition to the salary, recognizing individual contribution to the business, like the company and performance bonuses). Compensation Banglalink provide following kinds of compensation to their employeesCompensation Administration Process is followed very seriously with great care Equal pay system is followed Job evaluation is checked by various steps and different groups of expertise Effective pay structure system are available there Effective pay range are available there Benefits The contributory provident fund was introduced in march 2008. This is one of the major long term benefits for their permanent employees. They also practice providing awards to the best performers every quarter in certain departments. Energizing Employees To energize employees and give them some entertainment beside work, they organized an interdepartmental cricket and regional soccer tournament in 2009. Fostering an Open and Participative Culture They value and encourage their people to give their input and ideas for business growth or process improvement. My Idea is one such project admin9strated by HR, where employees all across the organization send their ideas, which are then forwarded to the management team. HR Automation They introduced the HITS-HRIS system for their employees in early 2008. The system is an online database that stores all employee-relevant information, performance management, training needs and records, leave and attendance, and compensation records. As a part of implementation process, HITS-HRIS has been introduced t permanent employees with features like Profile, Change of Status, Payroll, Objectives and Appraisal. Health, Safety & Security Coordinate & monitor health and safety programs of employees Investigate conflicts Communicate with employees & take necessary steps if need
13

CHAPTER 2

2.1 COMPANYS COMMUNICATION PROCESS


Communication can best be summarized as the transmission of a message from a sender to a receiver in an understandable manner. The importance of effective communication is immeasurable in the world of business and in personal life. From a business perspective, effective communication is an absolute must, because it commonly accounts for the difference between success and failure or profit and loss. It has become clear that effective business communication is critical to the successful operation of modern enterprise. Every business person needs to understand the fundamentals of effective communication. It has proven been proven that poor communication reduces quality, weakens productivity, and eventually leads to anger and a lack of trust among individuals within the organization. The communication process is the guide toward realizing effective communication. The Communication Department of Banglalink plays the key role of communication process. The department is consists of total 13 members leaded by one senior manager Mr. Shahed Zubair, who has vast experience in communication activities. While the public part implies inclusion of things like public affairs, community relations, Investor relations, public press conferences, media events, internal communications and crisis communications, it also involves a lot of behind-the-scenes, non-public activity. It could involve simply the writing of a press release, but it could also involve coordinating media contacts for an event or conference, securing credentials, lobbying for article placement and the like. Different types of activities are been conducted in this department. For each of the activity senior executives works along with his/her deputy. The overall control of the department is with the departmental head Sr. Manager Mr. Shahed Zubair. And one Comm. manager Mr. Solaiman Alam is there to help him out. Mainly the work has been distributed between these two managers. The TV, Press & publication, and POS materials are been dealt by Mr. Shahed Zubair. On the other hand, Solaiman Alam, Manager Comm. deals with visibility, and Events & Sponsorship issues. The work distribution helps the department to work more efficiently.

14

Head of Dept. Shahed Zubair Sr. Manager Solaiman Alam Manager

Irum Iqbal Assit. Manager (Press)

Yasser H. Ch. Sr. Executive (Media)

Shehzad S. Hossain Sr. Executive (Visibility)

Rahath Ahmed Sr. Executive (E & S)

Shahriar Ahmed Sr. Executive

Musarrat Jahan Siddiqi Executive

Ankan Siddiqee Executive

Nafizl Hamid Executive

Zahir Ahmed Intern.

Figure: Brief organization chart of Comm. department with names of Banglalink Currently there been nine (9) activities are done by the department of Communication. Activity Name Outdoor/Visibility TV Press & Publications Radio Ad Pos Materials Gift Items Web Based Communications Events & Sponsorship Others

Figure: Name of the activities at PR & Comm. dept.


15

Press conference: For corporate signing and press release of any activities are also part of PR and Communication department job. Outdoor/Visibility: All sorts of Billboard, posters, festoons, placard comes under this heading. Banglalink billboard now can be found almost everywhere in Bangladesh. The brand name is now so popular that only by seeing the tiger strips people understand it is Banglalink. New concepts like shop marker, shop sign are also been used for advertisement purpose. Almost 30% of the total Communication expenses are been spent on visibility. Suppliers like Signage, Megna Art, & ARkey works for the outdoor activities. TV: Television commercial is a very important means of communication in this electronic world. Now people spent a good amount of his/her time watching TV. Many television commercials feature catchy jingles (songs or melodies) or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. E.g. Habibs tune for Banglalink commercials. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or "riffs" that may appear in other forms of media, such as comedy movies or television variety shows, or in written media, such as magazine comics or literature. Animation is often used in commercials. Techniques can vary from hand-drawn traditional animation to different forms of computer animation. By using animated characters, a commercial may have a certain appeal that is difficult to achieve with actors or mere product displays. For this reason, an animated commercial (or a series of such commercials) can be very long-running, several decades in many instances. So in order to communicate people properly TV commercial is a mast for a mobile company. Like the competitors Banglalink also has series of TV ads for its different sorts of packages and VAS services. Currently TV commercials are been shown in Channel I, ATN Bangla, NTV, RTV, & Channel 1. Among these channels ATN Bangla, & Channel I work orders are done by agency Interspeed Advertising Ltd. Apart from TV commercials program like Rock link in ATN Bangla been totally sponsored by Banglalink team. Press & Publications: Banglalink spent maximum amount in March 2006 among the other mobile phone operators in Bangladesh. And the amount is about 10.17 million BDT. To be more specific on in the Independence Day the Banglalink color ad went to 22 daily newspapers which cost the company 2.6 million for only one day. Ad also goes to different types of magazines also. According to a internal research of Banglalink the maximum attention of the customer is gained from the Press & publications. Whole press work is done by the ad agency Interspeed Advertising Ltd. The press layout, idea generation, & guidance all been taken care by the agency. For this service the agency gets 5% commission with every work order. Radio Ad: Very recently Banglalink start giving ads in the radio in order to target the customers in the rural places. The concept of radio ad already been praised among the different rural customer groups.

16

Events & Sponsorship: For the Pohela Boishak 1416 Banglalink had 10 events in all over the country. Events like Dhaka University Branding (in front of Charukola road), Showrowardi Uddan Branding, musical event at Sohid Minar, Fantasy kingdom concert, water kingdom concert are few of the events of Pohela Boishak 1416. Events are run for publicity of the company. During the event and sponsorship kiosk (A small open gazebo or pavilion.) is installed to provide Pos materials to the customers. In addition, SIM cards are also been sold at the kiosk in the event spots. Banglalink Tiger Cup (Bangladesh vs. Kenya) is one of the successful sponsorship ventures of Banglalink. Other then this AFC cup, IGP kabadi tournament, and Professional School Football Championship at Sylhet are few of other recent sponsorship programs of the company. Very month many school, colleges, university, organizations events are been sponsored by the company. This has been done to improve the PR and increment brand awareness. On October 28, 2011, Banglalink organized a concert in Rangpur as part of its latest bid to make a change with music and connect with the country's youth. POS Materials: POS materials mean Point of Sale Materials. All sorts of leaflet, Tariff card, printing materials comes under these criteria. Pos materials mainly help the customer to understand the product & services offered by the parent company. These leaflets provide detail explanation of the services offered by the operator. Gift Items: Different types of gift items are given to the clients and employees of Banglalink. Gift items like key ring, pen, CD, Show piece, calendar, Diary, watch, Mug, T-shirt, & Jacket produced for the clients. All the gift items are marked with Banglalink logo. The gift item helps the company in public relation and also helps in diffusing the brand name towards the customers. Web Based Communications: Advertisement of Banglalink in the renowned web sites is also been conducted. Web site like www.tigerscricket.com, and www.bangladeshinfo.comare few examples of web base ad campaign of Banglalink. Others: Activities like donation, and charity are done by the sr. executive Mr. Abul Azim Sulman. In February, 2006 amounted Tk. 1,056,720/= given to Ahsania Mision Cancer Hospital. Working with different agencies: As earlier told, PR & comm. activities are very vast requiring a lot of manpower. So most of the activities are run through different add agencies. Agencies do the job for the company in return they get a commission amounted 5% to 15% depending on the subject matter. The main agencies of Banglalink are Interspeed Advertising Ltd., Market Access Providers Ltd., and Asiatic MindShare Ltd.
17

Interspeed deals with the press & TV activities of the company. The agency provides a complete solution from idea generation to final printing at the press. On the other hand, concept development, making of TV ad, scheduling, broadcasting, bill submission, and support service are provided by the agency. Customer Care: Banglalink Customer Care continued to play a major aggressive role in business development & customer retention. Banglalink Customer Care has been maintaining Customer Satisfaction Index (CSI) at more than 92%. Billboards: Billboards are the cheapest and easiest way to catch the attention of the moving people of the city. The billboards of Banglalink are hung beside the busiest of roads and streets of the city. Where people travel frequently such as Gulshan, Banani, Dhanmondi, uttara etc.

2.2 COMPANYS COMMUNICATION PROBLEM


Dhaka, July 20 (BSS) - The cell phone users across the country are facing frequent call-drop problem that causing them financial loss and inconvenience to talk to others on their mobile phones. Call-drop, a technical problem that results in sudden disconnection of a call during conversation, forces bound a caller to dial his/her desired number more than once, which eventually costs him/her more money and causes hassles in communicating with others. Banglalink customers are also facing this problem. The operator did not expand its network and other technical facilities compared to its booming subscribers. Now, Banglalink has 25.25 million customers, which are up from 25.00 million in last month. 13.3% students are unsatisfied with the newspaper ads of Banglalink. The total unsatisfied ad reader number is 13 i.e. the 5.18% of entire 251 responses. The highest preference is 53.3% of excellent given by Employees of Banglalink. They are very much happy about their newspaper ad works. The progress of development of network is far below from the subscriber expectation. Customers titled it as Poor Banglalink Network. Customer does not get diversified corporate SIM packaging. Customersare not well-known about corporate service and tariff. Existing customers are facing of billing system.

18

Manimum subscriber face netwo;rk problem. 65% corporate clients are not well satisfied wth network faculty cause they are agree with moderate. So its proves that maximum subscribers are not satisfied with network facilities. Banglalink internet speed is slow other than any mobile company. Customer want speed internet connection to better communication.

19

CHAPTER 3

3.1 RECOMMENDATION ON COMMUNICATION GAP


Employees in the call center should serve on time Employees in the call center should be well trained. Employees should never be too busy to respond to customer when made calls for couple of times. Employees at all interaction point should provide prompt service. Employees should never be too busy to respond customers request. Employee should inform the subscriber before any kind of changes made. Call center should keep their promises exactly the way customer wants. Employee should not be tired when customer quires for more. Communication system and internal atmosphere should be clear. At Customer care center, the customer care executives should have more positive manner for providing support to customers. Number of Customer care points can be increased. Can hire professional and expert web developers to develop Banglalinks official website. TV ads should provide clear message along with very attractive visual and sound. Press ad should be communicated with proper message. Outdoor ads should communicate the message along with visibility that can be understandable even to those people who do not understand the message. E.g. Banglalink ad having with Bangladesh Map. Can increase the network coverage.

3.2 CONCLUSION
Banglalink is one of the largest foreign director investments in Bangladesh. The company, after its inception in February 2005, has grown rapidly into the leading mobile phone service of the country. The communication process is the perfect guide toward achieving effective communication. When followed properly, the process can usually assure that the sender's message will be understood by the receiver.

20

Although the communication process seems simple, it in essence is not. Certain barriers present themselves throughout the process. Those barriers are factors that have a negative impact on the communication process. Noise is also another common barrier. Noise can occur during any stage of the process. Noise essentially is anything that distorts a message by interfering with the communication process. Noise can take many forms. Successful and effective communication within an organization stems from the implementation of the communication process. All members within Banglalink Company will improve their communication skills if they follow the communication process, and stay away from the different barriers. It has been proven that individuals that understand the communication process will blossom into more effective communicators, and effective communicators have a greater opportunity for becoming a success. Finally it can say that Banglalink is doing well in their communication sector. Within short time, they will solve their problems over all. The better Banglalink try to communicate, the higher profit will be earned.

The End

21