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Introduction
1
WHAT IS TELECOMMUNICATION
Telecommunication links via satellites are bringing about revolutionary changes in
the fields of communication. The barriers of spaces and time have totally
collapsed. Not very long ago it took days to the communicate to someone through
a letter but the new STD and ISD facilities have made communication an
instantaneous process. The world appears to have contracted or been squeeed into
a small room in which! given certain facilities! it is possible to communicate with
anyone in any part in the world.
THE MOBILE PHONE TECHNOLOGIES
GSM: "S# stands for $"lobal System for #obile %ommunications.$ "S# is
mostly a &uropean system and is largely unused in the 'S. "S# is interesting in
that it uses a modified and far more efficient version of TD#(. "S# keeps the
idea of timeslots and frequency channels! but corrects several ma)or shortcomings.
Since the "S# timeslots are smaller than TD#(! they hold less data but allow for
data rates starting at *++ bits per second. Thus! a call can use as many timeslots as
necessary up to a limit of 1* kilobits per second. ,hen a call is inactive -silence.
or may be compressed more! fewer timeslots are used. To facilitate filling in gaps
left by unused timeslots! calls do $frequency hopping$ in "S#. This means that
calls will )ump between channels and timeslots to ma/imie the system0s usage. (
control channel is used to communicate the frequency hopping and other
information between the cell tower and the phone. To compare with the other
systems! it should be noted that "S# requires 1 ,att of output power from the
phone.
CDMA: %D#( stands for $%ode Division #ultiple (ccess$ and is both the most
interesting and the hardest to implement multiple/ing method. %D#( has been
likened to a party1 ,hen everyone talks at once! no one can be understood!
however! if everyone speaks a different language! then they can be understood.
%D#( systems have no channels! but instead encode each call as a coded
sequence across the entire frequency spectrum. &ach conversation is modulated! in
the digital domain! with a unique code -called a pseudo2noise code. that makes it
distinguishable from the other calls in the frequency spectrum. 'sing a correlation
calculation and the code the call was encoded with! the digital audio signal can be
e/tracted from the other signals being broadcast by other phones on the network.
3rom the perspective of one call! upon e/tracting the signal! everything else
appears to be low2level noise.
4
(s long as there is sufficient separation between the codes -said to be mutually
orthogonal.! the noise level will be low enough to recover the digital signal. &ach
signal is not! in fact! spread across the whole spectrum -14.5 #6 for traditional
cellular or 7+ #6 in 8%S cellular.! but is spread across 1.45 #6 $pass2bands.$
%D#( systems are the latest technology on the market and are already eclipsing
TD#( in terms of cost and call quality. Since %D#( offers far greater capacity
and variable data rates depending on the audio activity! many more users can be fit
into a given frequency spectrum and higher audio quality can be provide. The
current %D#( systems boast at least three times the capacity of TD#( and "S#
systems. The fact that %D#( shares frequencies with neighboring cell towers
allows for easier installation of e/tra capacity! since e/tra capacity can be achieved
by simply adding e/tra cell sites and shrinking power levels of nearby sites.
%D#( technology also allows lower cell phone power levels -4++ miliwatts. since
the modulation techniques e/pect to deal with noise and are well suited to weaker
signals. The downside to %D#( is the comple/ity of deciphering and e/tracting
the received signals! especially if there are multiple signal paths -reflections.
between the phone and the cell tower -called multi path interference.. (s a result!
%D#( phones are twice as e/pensive as TD#( phones and %D#( cell site
equipment is *29 times the price of TD#( equivalents.
GSM VS. CDMA: A TECHNICAL COMPARISON
Advnt!"# o$ GSM
"S# is already used worldwide with over 95+ million subscribers.
International roaming permits subscribers to use one phone throughout
,estern &urope. .
"S# is mature! having started in the mid2:+s. This maturity means a
more stable network with robust features. %D#( is still building its
network.
"S#;s maturity means engineers cut their teeth on the technology!
creating an unconscious preference.
The availability of Subscriber Identity #odules! which are smart cards
that provide secure data encryption give "S# m2commerce advantages.
Di#dvnt!"# o$ GSM
<ack of access to burgeoning (merican market.
*
Advnt!"# o$ CDMA inc%ud"
Increased cellular communications security.
Simultaneous conversations! less call drops! strong network.
<ow power requirements and little cell2to2cell coordination needed by
operators.
&/tended reach 2 beneficial to rural users situated far from cells.
Di#dvnt!"# o$ CDMA inc%ud"
Due to its proprietary nature! all of %D#(;s flaws are not known to the
engineering community for solving.
%D#( is relatively new! and the network is not as mature as "S#.
%D#( cannot offer international roaming! a large "S# advantage.
TELECOMMUNICATION C&CLE
The transmission of the senders ideas to the receiver and the receiver0s feedback or
reaction to the sender constitute the telecommunication cycle. The main steps o
this cycle is as follows=
1. Input1 the information or ideas the sender wants to gives the receiver.
4. %hannel1 fa/! phone call! electronic mail! etc.
*. #assage1 the actual massage that in sent.
9. >utput1 the information the receiver gets.
5. 3eedback1 the receiver0s response -or non2response. to the massage.
7. ?rain drain1 the possibility of misunderstanding at any step.
,e can illustrate this cycle with the help of the following illustration1
S&ND&@ @&%&IA&@
Input channel massage output
Idea 3a/! phone %all! &mail etc Idea
?rain drain
3eedback
?rain drain ?rain drain
9
There are several barriers to the understanding of a massage and as the figure
suggest!
#isunderstanding can occur at any stage1
Input #assage >utput
I want to know the
balance
Bindly send me a
statement
6e needs a statement of
his
In my current account at
account
>f my transactions in
current
Transactions in current
The end of >ctober (ccount noC during
>ctober
NoC during >ctober
WHAT IS TELECOMMUNICATION MAR'ETING
(s we know the definition of #arketing 2 D#arketing is a process by which
individuals and groups obtain what they need and want by creating and e/changing
products and value with other.E Thus we can say that Telecommunication
#arketing is a process by which Telecom %ompany or operator0s presents their
products F services. Telecommunicating has a great role in modern economy F
society. ,ithout telecommunication we can thing about the prosperity of the
society. The base of the modern progressive society is telecommunication.
Telecommunication makes the whole world as a global village. So people can
communicate with each other from a long distance. 6ere long distance means from
any where of the world. Now2a2 days in most of the country0s telecom industry
contributes a huge share of national income. ,ithout marketing telecom industries
can0t bring their products and services to their customers. So Telecom #arketing
has a great importance in modern society.
5
Chapter Two
A #(%% )i#tor* on
Mo+i%" o,"rtor# in Bn!%d"#)
7
TM INTERNATIONAL -BANGLADESH LIMITED. A'TEL
T#I?! a )oint venture between Telekom #alaysia ?erhad (.B.Bhan F %o. <td!
was established in 1GG7. The company launched its cellular services in 1GGH under
the brand name (BTel.
Telekom #alaysia -T#.! the ma)ority shareholder with H+ percent! is financially
strong and internationally renowned for its successful venture like #NT! the
market leader in the telecom industry of Srilanka. T# has a global presence in 11
countries with staff strength *+!+++ group wide. T# has a 4H.* I stake in 8T
e/celcomindo pratama! Indonesia0s third largest mobile operator! and a 9H.H I
stake in Idea cellular of India. %hittagong based (.B.Bhan group is one of the
oldest industry house of ?angladesh. During the 8akistan days! it was renowned as
one of the twenty2two business dynasties of 8akistan.
Since it commencement! (BTel soon become second biggest operators! offering
comprehensive "S# mobile solutions to more than a million subscribers. It was
the first operator to offer it0s customers the *+ second pulse recently it is offering
D1+ second pulseE from the first minute of talk time. Today (BTel climes to have
the widest international roaming service in the market. %onnecting *15 operators
across 1H+ countries.
Domestically! it network covers all 71 allowable districts of ?angladesh! and with
the first intelligent network -IN. pre2paid platform in addition! (BTel was the first
mobile operator to connect Tetulia to Tecnaf of ?angladesh! and provide seamless
coverage along the Dhaka2%hittagong highway.
In 3ebruary of this year! T#I? managing director! #d. Nasir ?aharom! said
(BTel will launce the first ever "S#2based Dphone booth serviceE soon across the
country. This booth will have chip line powered pay phone connected to (BTel
network! 0 %hip cards0 for use in this phone will be available in the market.
(nyone can use these cards to call any number around the world.
H
T#I?! which has invested J4++ million in ?angladesh so far! will invest a further
J*++ million by 4++7. It has a plan to double its subscribers base to *.+ million by
the end of this year! from )ust over 1.5 million now. Kust this month! T#I? signed
J4++ million equipment deal with 6uawei of %hina to upgrade its network to the
"8@S system. ,hich will support higher data transfer rates intended for
applications other then voice. ,ith the new protocol in place. (BTel will be in a
position to offer a range of additional service like ##S -multi2media messaging.
and faster mobile internet service.
Gr(""nP)on"
Kamirun 6aq is a 91 years old living in the typical agricultural heartland of
Kolarpar! and hour0s drive from Dhaka. The lack of the modern amenities in her
home is made up a mobile phone! the only telephone within 9 village area
inhabited by *!5++ people. 6aq charge about Tk 1*L minute for local call! more for
long2distance and international connections! making a profit of about Tk 7!5++ a
month! more than many urban offices works0 pay. She is saving for her to younger
daughters! who aspire to become lawyers. These things all possible only because of
her participation Aillage phone service.
The program assists woman borrowers of "rameen ?ank to the "S# technology
through the village phones. %ommencing in 1GGH! the A8 program has sustained a
robust growth over the years. There are now more than 11+!+++ Aillage phone is
operation in some 9+!+++ villages around the country.
It was Iqbal Muadir! a ,harton #?(! who in 1GG9 conceptualied the mobile2
phone company called "rameen 8hone with the help of micro2credit pioneer Dr
Nunus of "rameen ?ank. Muadir renounced his banking career in New ,ork!
moved back to ?angladesh and for * years worked out of your house and car!
without pay. 6e traveled the world trying to persuade potential investors that rural
?angladesh was a gold mine for cellular technology. 3inally! Muadir convinced
Norway0s state back telecom company! Telenor! to take a 51I stake in "8. <ater!
with Kapan0s #arubeni %orporation on board and J75 million in loans from aid
agencies and development banks! "8 stared operations on Independence Day
1GGH.
:
>f the five mobile operators! "8 has the largest subscriber0s base. It took si/ years
to reach the one million subscriber mark in august 4++*! about one more year to
reach the second million mark in the more years to reach the second million mark
September 4++9 at )ust about si/ months to attain the present three million
subscribers mark. "8 has the widest coverage in ?angladesh! 71 districts and *54
upailas! with plans to increase network coverage to :+ percent of the population
within in this year. (fter four years losses! "8 began making a profit in 4++1.
Today is the ?angladesh0s largest corporate ta/payer.
@ecently Telenor and "rameen Telecom both increased their stakes in "8! to 74
percent and *: percent! respectively. Telenor is the largest mobile phone company
in Norway! a country with highest mobile phone densities in the world. In addition
to Norway and ?angladesh! Telenor owns "S# companies in Denmark! (ustria!
6ungary! @ussia! 'kraine! #ontenegro! Thailand! #alaysia and 8akistan.
"rameen Telecom is a non2profit organiation and a sister concern of "rameen
?ank. "rameen Telecom with the help of "rameen ?ank administers Aillage
phone service to the villagers and trains the operators as well and handles all
service2related issues. "rameen ?ank covers 94!14H villages through its 1!1:1
bank branches.
Pci$ic Bn!%d"#) T"%"co( -CIT&CELL.
8acific ?D Telecom;s origins are closely linked to ?angladesh;s first mobile phone
license. In 1GSG! during the last leg of the Brshad era! a company called
?angladesh Telecom <imited -?T<. was awarded a license to operate cellular!
paging! and other wireless communication networks. In (pril 1GG+! ?T< and
6utchison Telecommunications -?angladesh. <imited created a )oint venture in the
name of 6utchison ?angladesh Telecom <imited -6?T<.. 6?T< began
commercial operation in Dhaka in (ugust! 1GG*! using the (#8S technology.
Interestingly! this became the first cellular operation in South (sia. (s the sole
operator! 6?T< chose the high margin2low volume approach! charging a price of
Tk 1 lak per package. >nly the privileged few were seen in the possession of
6?T< mobile phones.
G
In December 1GG*! 8acific #otors <imited! owned by #r. #orshed Bhan. The
current 3oreign #inister acquired the entire 5+I share holding of 6utchison
Telecom. 6?T< was renamed as 8acific ?angladesh Telecom <imited and its
cellular products were launched under the brand name $%ity%ell Digital$. 12our
year0s later! commercial operation started in %hittagong. In 1GGG %ity%ell was the
first! and only! operator in ?angladesh to introduce the newer %D#( technology.
The others relied on the more widespread "S# technology.
%ity%ell was spared the interconnectivity problems that plagued "rameen 8hone!
as it had sufficient connection switches with ?TT?. This was a definite
competitive edge that %ity%ell could not e/ploit to the fullest. In spite of having a
four year head2start! %ity%ell watched "rameen 8hone pass it by. Aery soon! the
second newcomer! (ktel! overtook it. >ne wonders whether %ity%ell can hang on
to its third position! in the face the aggressive launch by newcomer ?anglalink.
In face of steep competition from its peers! %ity%ell eventually adopted a new
growth strategy! incorporating advanced customer service and choice of budget2
friendly packages with affordable peak and off2peak rates. The price of its
packages fell by a minimum of G5I! a further indication of how e/pensive they
were in the first place. The company focused on improved customer care! and
started a 49 hours call centre with over :7 well2trained operators to respond to
customer queries.
%ity%ell is the first operator in ?angladeshi to introduce IDD and N,D for
prepaid subscribers. Its network coverage includes 51 districts. @ecently! it
launched @I#2based handsets! giving its subscribers the freedom to switch sets. It
also introduced a ;call to cash; feature! under which subscribers get Tk +.45 added
to their account for every minute when they receive calls from other %ity%ell
users. #ore than a decade after its launch! %ity%ell has finally reached the masses
with an active mobile subscriber base of over **+!+++.
%ity%ell recently gave notice that it would be formidable contender for the market
leadership within 4++7. The company was behind the race over the years due to
lack of investment! a problem which is now being addressed.
1+
Or#co( T"%"co( Ho%din! -+n!%%in/.
>rascom! an &gyptian based operator! entered in ?angladesh market last >ctober
after buying up Sheba telecom! the poorest performer in the robust mobile
telephony sector. Sheba telecom! a #alaysia2?angladesh )oint venture! had lofty
prospects when it obtained a cellular license in 1GG7 and launched operation in the
last quarter of 1GGH.
6owever! the relationship between integrated services <td -IS<.! the ?angladesh
partner! and Technology @esources Industries -T@I. of #alaysia! turned bitter
almost from the begging. This distraction proved costly for Sheba! hemming in
investment and growth plans. ,hile "rameen phone for (BTel took their client
base to over a million each! Sheba! with 1G5 staff! struggled to reign in G5!+++
users! of whom 9G!+++ were regular.
Then! in >ctober 4++9! in a comple/ in hush2hush deal! &gyptian operator
>rascom effectively acquired 1++ percent of Sheba! paying in reported price of
J7+ million in setting outstanding loans to Standard %hartered ?ank! Dhaka. It
inherited a 45!H+G subscribers! representing a paltry 1 percent of market.
( relatively new company! set up in 1GG:! >rascom in the largest and most diverse
"S# network operator in the middle! &ast! (frica and (sia! holding nine license
in the region and having 15 million subscribers world2wide. It is the dominant
cellular operator in 8akistan! (lgeria! and Iraq! and &gypt. The Sawiris family of
&gypt owns the ma)ority stake in the company -57.GI.. It is the largest capitalied
company in the %airo F (le/andria Stock &/changes. Its initial public offering
I8> raised 'SJ*4+ million during the year 4+++! and was the largest offering on
the &gyptian stock market at the time its "D@ is listed on the <ondon stock
&/change.
(fter taking over the helm! >rascom wasted no time in re2branding its service
under the name D?anglalinkE. It announced plans of investing J45+ million
towards accelerated network deployment and launched new pre2paid packages in
nine cities. It has embarked on one of the most ambitious e/piation strategies
?angladesh has ever seen! involving well over a 1+++ people with e/perts from 15
different countries.
11
It plans to e/tend network coverage from the e/isting G districts to 71 districts by
the end of 4++5! using up2to2date telecom communications sourced from Siemens
and 6uawei. It has set up 49 hours call center to help and inform the 19+ e/clusive
?anglalink dealers. %ustomers can visit anyone of over 1!+++ outlets for
recharging their pre2paid card.
>ne of the agendas of ?angla <ink is to help make a difference in people0s lives by
providing affordable and reliable connectivity solutions. Towards this end!
?anglalink offered new subscribers a stunning deal of only Tk *!:++ for a mobile2
mobile package. This has forced other operators to sit up and take notice. (s a
result! the competition level in the operators! including the omnipotent "rameen
8hone! all followed up with lower rats and attractive packages. >rascom0s
aggressive entry into the sector could very well lead to protracted price war.
14
Chapter Three
TM Int"rntion% -Bn!%d"#).
Ltd -A'TEL.0 n Ov"rvi"1
1*
BAC'GROUND O2 THE COMPAN&
T# International -?angladesh. <imited -T#I?.! a )oint venture company of
Telecom #alaysia Sdn. ?hd.! of #alaysia and (. B. Bhan F %ompany <td. of
?angladesh has started its commercial operation in Dhaka! the %apital city of
?angladesh as a "S# G++ cellular phone operator on 15th November! 1GGH the
tremendous success in Dhaka. T#I? has started its operation in %hittagong in
#arch 47! 1GG:. T#I? uses the "lobal System for #obile -"S#.
communications as the digital cellular system! which is fully featured with services
like ?asic Telephony! Data and Aalue (dded Services! -A(S.. T#I? has an
integrated and fully computeried %ustomer %are ?illing System -%%?S.! which
supports virtually all subscriber2related functions.
VISION0 MISSION nd THEME o$ t)" co(,n*
T)" Vi#ion: To be the most preferred "S# cellular service provider in
?angladesh.
T)" Mi##ion: To provide total customer satisfaction as the company strives to
become the most preferred "S# cellular service provider in ?angladesh. T#I?
will achieve this through developing people! products! and services of the highest
quality and meeting the needs of its employees! shareholders and the nation.
T)"(": 3Cu#to("r 2ir#t4
T)" A'TEL S"rvic"5 3C%"r%* A)"d4
The whole is the sum of parts and when the best come together= the results can be
truly spectacular. T#I? brings (BT&< #obile phone service! a digital cellular
phone service which will prepare better for life in the fast lane. (BT&< "S#
always keeps so near! even when so far.
19
CORPORATE SUMMAR&
The over all company growth and satisfactory performance has been achieved
under the dynamic leadership of Mr.N#ir Bin B)ro(0 #anaging Director of
6T"%"co( M%*#i Int"rntion% -Bn!%d"#). Li(it"d6.
T#I? received license to operate "S# cellular phone services in ?angladesh in
1GG7. It is a )oint2venture company formed between T"%"/o( M%*#i B"r)d
)o%din! 789 of the equity capital and *+I local shareholding by let A. M.
:)iruddin ')n -";0 C)ir(n0 T M Int"rntion% Bn!%d"#) Ltd..0 t)"
,r"#"nt c)ir(n *"t no #"%"ct"d. M<# A. '. ')n = Co.0 Li(it"d. The
directors are a.#r.Nb Tune Koseph Salang "ardum b.#r.Nb Dato Ir.6). #ohd.Oin
?in 6).#ohamed.
The success story started with the commercial launch of (BT&< services in
?angladesh in November 15! 1GGH. T#I? provides standard mobile connections
with N,D and IDD facilities. They also provide mobile2to2mobile services. It has
fully covered the %apital city Dhaka! and started functioning in the 8ort city
%hittagong from 47
th
#arch 1GG:. Now (BT&< is covering 71 districts of
?angladesh.
It was not only a service launching ceremony but also worked as renewal of
friendship between two brotherly countries 2 #alaysia F ?angladesh. The
ceremony gathered ministers and dignitaries of both the countries where they had
an opportunity of e/changing views of bilateral trade and cultural interests.
(t present The %ompany employing 3ive 6undred 3ifty -5++. Staffs in total to
serve more than 7+++++ subscribers.
T# is a full2fledged business enterprise with a corporate head office= 3inance
Department! 6uman resource Department! Technical Department and #arketing
Department! %orporate (ffairs! all are functioning under efficient and highly
qualified 8ersons.
15
CAPITAL STRUCTURE
CAPITAL STRUCTURE OF AKTEL
A. K. Khan
& Co.
30%
Telecom
Malaysia
Sn. !h.
"0%
A. K. Khan &
Co.
Telecom
Malaysia Sn.
!h.
The %ompany (BT&< ?angladesh!
with a full title being1 #obile
Telecommunications was founded as
a )oint company of the Telecom
#alaysia Sdn. B)d. from #alaysia
and the A. '. ')n = Co. of Dhaka!
?angladesh.
It operates as a <imited <iability
%ompany! where a founder and a
ma)ority shareholder! the T#I?2
member of the T"%"co( M%*#i!
owns H+I shares! while the minority
share of *+ I is being controlled by
the A. '. ')n = Co. Bn!%d"#).
A'TEL>S BELIE2S
(BT&< strongly believes that subscribers are the most valuable assets.
The company has a strong %ustomer Service. To always be with
customer! (BT&< $6elp <ine; is there.
(BT&< has successfully migrated to a new switch with higher
capacities in terms of accommodating higher customer base and as well
as to let them use all the basic and supplementary services under "S#
technology. It introduced the both2way national roaming all through its
network coverage. The 8repaid services with enhanced features have
been commercially commenced successfully and now the company
taking some pro)ects to accumulated more advanced technological
features in network.
17
In term of Network Muality! the company will ensure the equipment of
world2class standard but more importantly its sie or capacity is catered
to the right dimensioning of customer base! in order to overcome the
drop calls problem or call congestion. (ll these are done through proper
planning! control and schedule maintenance program.
The company maintains the benchmark for providing the quality
services. It monitors these through generating regular report and on site
survey. If any weak signal or drop call comes to notice! skilled
engineers are providing services round the clock and resolve the
problem instantly.
The most important key resource factor at T#I? is its efficient human
resource. #oreover! its decisions are based on facts from market
research and coverage survey. 3urthermore! the entire thing can only be
achieved through the right people. (BT&< has put its sharp eye in
developing its employees through proper training! as it believes that the
most important asset for T#I? is its staff members. The company is
trying its best to ensure the quality services by quality people.
It has the plan to give opportunity to every household to use cellular
service in the country at the competitive price providing unparalleled
quality service and customer care. In achieving this goal! the company
can;t wait for more interconnection facilities with the fi/ed network.
The company is planning to enforce strong efforts to create its own
independent network. It has already started Dhaka2%hittagong (BT&<
backbone. The company0s future plan is to vigorously e/pand network!
which can be called cell2to2cell e/pansion! covering almost all the
regions of ?angladesh within the year 4++5.
1H
SERVICE 2EATURES O2 A'TEL
MA?OR MILESTONES O2 A'TEL