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Customer Care Service in Citycell

EXECUTIVESUMMARYInternship/thesis program is one of the important parts of BBA. program. And this

report is the findings and gathered knowledge of the program.

Basically this report is covered the present scenario of the Customer Care service

of the leading mobile phone operators in Bangladesh and Specially the Citycell, the

only CDMA mobile phone provider in Bangladesh . It is also focused on factors such

as Citycells number of customer care centers and points and also service quantity,

service quality, service availability, help line facility and its effectiveness, number

facility they provide through help line. In addition to that, in my report I have drawn a

general idea of Customer Care Service of the three (3) leading Mobile phone

operators of Bangladesh; those are Grameenphone, Banglalink and Aktel. Lets us

see the overall report.


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INTRODUCTIONOFTHEREPORT

CHAPTER 1


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1.1 INTRODUCTION

MOBILE PHONE OPERATORS IN BANGLADESH

Bangladesh, an impoverished country with 45% of its total population earning less

than one dollar a day, has been experiencing impressive mobile phone growth in

the past few years. Limited purchasing power, corruption, and inadequate telephone

infrastructure have kept the land phone market stagnant for many years. This

created exceptional opportunities for the cell phone operators to capitalize on the

situation.

The companies are investing a lot of money to build a network system covering the

entire country. The newcomer, Warid Telecom, has alone promised to spend one

billion dollars in the coming years. The operators have discovered an excellent

opportunity in Bangladesh to make profit quickly and easily in the shortest period of

time.

Ten years old Grameen Phone, 60% owned by the Norwegian company Telenor, isestimated to be worth three billion dollars, while some analysts put the figure at four

billion dollars. Last year, Grameen Phone achieved more than 50% growth in

customer acquisition.

A country with a population of 150 million inhabitants, and continued economic

growth, appears to be a highly lucrative market, both for the mobile phone operators

and network system manufacturers. A recent market survey conducted by a

Swedish research institute reveals Bangladesh to be the biggest potential telecom

market in Asia after China and India.

Internationally reputed Ericsson, a Swedish cell phone as well as network system

manufacturer, has opened a special cell at the head office in Stockholm just to

concentrate on the Bangladesh market. Bangladesh is one of the fastest growing


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cell phone markets in the world. Major network companies are providing the

operators in Bangladesh with low-cost offers, in an attempt to reach a new segment

of the population that previously was unable to afford cell phones.

The operators are designing a cost effective network system to deliver services to

grass-root level customers in rural Bangladesh, and focusing on extended services

as well.

In Bangladesh, mobile phone penetration has reached 20 percent from an

insignificant number. At the end of 2004, the total number of mobile phone users

was around 4 million. At the middle of 2009, this figure had jumped up to an

incredible number 4.6 million subscribers! The number of mobile phone users is

expected to exceed 60 million by 2012, bringing the penetration to 40%.

The well-known investment bank, Morgan Stanley, anticipates an expansion to 40

percent mobile phone penetration in the country within a few years. By 2015,

Bangladesh will witness an even greater growth of penetration -- it is estimated to

be around 50 mobile sets per 100 inhabitants. An increasing number of mobile

phone operators are showing eagerness to invest in the Bangladesh market, which

demonstrates the country's huge potential in mobile phone growth for many years to

come.

The operators in Bangladesh have become extremely aggressive in their quest to

find more users by providing competitive prices, quality services, and good-looking

phone sets. The operators are expecting to strengthen the present trend and retain

their own market shares.

Since the operators are focusing on low-cost solutions, the network manufacturers

are also committed to providing the operators with a system accessible for everyone

in Bangladesh. Bangladesh's booming mobile phone market has created more than


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a quarter million jobs, and has annually contributed a substantial amount of capital

to its GDP growth. It has also created an opportunity for the young, qualified

engineers and MBA graduates to get well-paid jobs in the urban areas.

The cell phone sector is a boon to industrial development in the country. Within 10

to 15 years it may contribute as much to the economy as the garment industry, and

Bangladesh will most likely head towards being a middle level income country.

In view of the above, the government of Bangladesh should consider awarding an

additional two or three license in the near future. In this connection, it is not

inappropriate to look at Pakistan's cell phone market. Pakistan, with 160 million

inhabitants, has almost similar socio-economical features to Bangladesh. Nine

companies have been given licenses to operate in the country. Currently, there are

71 million subscribers, with a mobile phone density of 44 phones per 100

inhabitants.

The extended mobile phone market in Bangladesh will bring more foreign

investment to national development, increase employment, and play a key role in

alleviating poverty. A robust and flourishing economy will support the government in

accomplishing its national objectives. Eventually, it will boost economic growth and

add to the GDP.

In the future, the mobile phone operators will have to equip themselves to encounter

intense competition and offer more low-cost effective solutions, improved customer

services etc. In addition to the call services, the operators need to highlight

intriguing products like internet and TV and satellite services.

The government should push the operators to list their companies in the stock

market so that local investors, including financial institutions and private persons,

can be part of the ownership. Right now, only two of six operators are planning to


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register their companies in the Dhaka Stock Exchange. The country will be

benefited from having more local investors. (Reference: Please see the bibliography part of the

report)

Industry's estimated sales this year, Last year, The year before

Monday 15 June 2009

Mobile operators in Bangladesh added 280,000 new subscribers during May to

reach a total of 46.41 million, according to figures from the Bangladesh

Telecommunication Regulatory Commission. Mobile operator GrameenPhone led

the market with 21.05 million subscribers, compared to 21.02 million a month

earlier. Banglalink was the number two with 10.95 subscribers, up from 10.90

million customers in April, while AkTel ended the month with 8.84 million

subscribers, an increase from 8.83 million. Warid Telecom grew its subscriber base

to 2.53 million from 2.41 million in April, while Citycell ended May with 1.94 million

customers compared with 1.92 million. Smallest operator TeleTalk's increased its

subscriber base to 1.10 million from 1.05 million a month earlier.

Bangladesh's mobile phone industry could more than double its 11 million

subscribers in three years if the government eases taxes on handsets and service

connections, an international trade association said Wednesday.

"By the end of 2009, we expect at least 24 million subscribers, but it will depend on

the government's taxation policy," Ricardo Tavares, senior vice president of the

GSM Association, told reporters.

The London-based association represents the world's mobile phone operators whouse the GSM system, which stands for global system for mobile technology.


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DHAKA, July 22 (Reuters) - GSMA, the global trade body representing the mobile

telephone industry, called on Bangladesh to eliminate its SIM card tax to make

cellphone connections affordable to its more than 100 million unconnected people.

The SIM card tax of 800 taka ($11.6) per connection is the single largest obstacle to

the acquisition of new subscribers, constituting a major barrier to growth and

blocking new investments in updated mobile networks that provide broadband via

mobile infrastructure, the GSMA said on Wednesday.

The impoverished south Asian country's mobile sector had grown rapidly, but

GSMA said that recently "the growth of the sector has come to a halt due to

increases in taxes."

Mobile adoption growth rates have been consistently declining in the last three

quarters, and now stand below 3 percent per quarter, the GSMA said.

"It is a negative proposition all round, as consumers lack access to mobile services,

the government loses with lower tax collection as the number of users declines,

and mobile operators have a diminishing customer base," said Ricardo Tavares,

senior vice president for public policy at the GSMA.

"The elimination of the SIM card tax is essential to re-establish the growth path of

the mobile industry in Bangladesh and would work in a counter-cyclical way

stimulating the whole economy," Tavares said in a statement.

Research firm Deloitte & Touche have estimated that mobile communication has

raised economic growth in Bangladesh by 0.12 percent for each 1 percent increase

in penetration.

As of end-June, there were 46.7 million cellphone users in the country.There are six

cellphone carriers in Bangladesh, including five foreign operators. GrameenPhone,


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controlled by Norway's Telenor (TEL.OL), leads the market with 21 million

subscribers, followed by Egyptian company Orascom Telecom's (ORTE.CA)

Banglalink and AkTel, majority owned by Telekom Malaysia International

(TLMM.KL). Bangladesh's telecommunications regulation needs wide-ranging

reforms if the world's seventh most populous country is to realize the full social and

economic benefits that flow from the widespread use of mobile phones, according to

a study by economics consultancy CRA International and law firm Gilbert + Tobin

for the GSM Association.

Among the study's main recommendations: Bangladesh needs to dismantle its

international gateway monopoly, which makes international calls hard to complete

and excessively expensive, strengthen its telecommunications regulator so that it

can more efficiently allocate spectrum and issue licenses for 3G mobile services

before the third-quarter of 2008.

"There is extensive evidence that the widespread use of mobile phones can boost

economic growth, raise living standards and reduce poverty*," said Tom Phillips,

Chief Government & Regulatory Affairs Officer of the GSMA. "This report sets out

the short-term and long-term steps Bangladesh needs to take to enable mobile

telecommunications to realize its full potential to increase the efficiency of the

domestic economy, as well as improving Bangladeshi citizens and businesses'

access to global markets."

Boosting the capacity of the existing international gateway, which is run by state-

owned BTTB, and then opening this market up to other companies, is particularly

urgent, as the study found the current situation is imposing a substantial economic

cost on Bangladesh. The existing monopoly limits communications between

Bangladesh's businesses and their international customers and between

Bangladesh's consumers and relatives and friends in other countries. The study

found that dismantling the monopoly would lead to a major rise in call volumes and
http://www.reuters.com/finance/stocks/overview?symbol=TEL.OLhttp://www.reuters.com/finance/stocks/overview?symbol=ORTE.CAhttp://www.reuters.com/finance/stocks/overview?symbol=TLMM.KLhttp://www.reuters.com/finance/stocks/overview?symbol=TEL.OLhttp://www.reuters.com/finance/stocks/overview?symbol=ORTE.CAhttp://www.reuters.com/finance/stocks/overview?symbol=TLMM.KL


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a 125% increase in government revenues from international gateway services in

2008.

Another priority identified by the study is to give adequate funding and budget

authority to Bangladesh's telecommunications regulator, BTRC, to enable it to act

independently and acquire and retain appropriate expertise, particularly in the vital

areas of spectrum management and license enforcement. The study found the

current licensing regime allocates spectrum in an inefficient way and some of the

country's mobile operators don't have sufficient spectrum to enable them to provide

services to more Bangladeshis.

The authors recommend that BTRC conduct an immediate strategic spectrum

review and then allocate spectrum in the internationally harmonized 2100Mhz band

for 3G mobile services before the third quarter of 2008. This spectrum should be

licensed in a way that reflects its economic value and ensures it is efficiently used,

the study argues.

IEMRs Mobile Operator Forecast on Bangladesh provides over 65 operational and

financial metrics for Bangladeshs wireless market and is one of the best forecasts

in the industry. We provide six-year forecasts at the operator level going out to

2013. We also provide quarterly historical and forecast data starting in 1Q2003 and

ending in 4Q2013. Operators covered for Bangladesh include Banglalink/Sheba

(Orascom Tel), GrameenPhone (Telenor), TM Int'l (Telekom Malaysia), PBTL

(SingTel), Warid, and BTTB. Our Mobile Operator Forecasts are updated quarterly

and are available for one-time delivery or through regular updates.

IEMRs Global Mobile Operator Forecast covers up to 65 operational metrics of

200+ mobile operators in 50+ countries, making up 80% of the worlds population.

Our forecasts are based on our proprietary, country-specific forecasting models.

These models deploy multiple regression analysis and cross-impact matrices that

estimate relationships between subscriber data, technology use and deployment


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data, overall economic and demographic changes expected in a particular country;

and relate these to company operational and financial metrics.

Subscriber growth increasing at decreasing rat +43.3% average subscriber growth

in Bangladesh from 3Q.2008

ARPU growth levels are falling -24.9% operator-wide average ARPU growth in

3Q.2008

Minutes of Use per Subscriber increasing at decreasing rate +21% industry in 3Q.

2008.

Operators seeing their EBITDA growth decrease Industry moving average EBITDA

growth was 11% over last four quarters

So what is IEMRs Forecast? Total subscribers to reach 76.3 million in 2013

~ We forecast that total subscribers in Bangladesh will increase from 46.93 million

in 2008 to 76.3 million in 2013.

~ All operators will see their number of subscribers increase over the next five

years.

~ GrameenPhone will maintain its lead over the next five years.

~ Banglalink, TM Intl, Warid and PBTL will remain in second, third, fourth and fifth

place respectively. BTTB to finish last.


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1.2 ORIGINOFTHESTUDY

My internship thesis is an educational requirement of BBA Program under an

assigned faculty of Business School of Stamford University Bangladesh, which is a

professional degree. BBA students have to do an internship program as a practical

orientation to the workplace where he/she can amalgamate the traditional

hypothetical knowledge with practical work experience. Or have to prepare a

thesis/report on a topic which is related with any company or business. I have

completed my BBA from Business School of Stamford University Bangladesh. As I

am an employee of Pacific Bangladesh Telecom Limited (Citycell), I have prepared

my Internship Report on Customer Care Service of this organization

1.3 JUSTIFICATIONOFTHEREPORT

Nowadays the word Customer Service is considered as a dominant factor for

customer satisfaction in mobile telecommunication industry. The customer demands

are increasing day by day. Initially, customers used to demand good network

coverage from the mobile phone operators. Later on customers became more price

sensitive, and started demanding low cost service along with the good network. Butnow the situation has changed, market become saturated where each and every

mobile phone operators are providing almost similar benefits to the customers, so in

this situation the term Customer Service becomes a crucial factor for the operators

in order to satisfy customers and also to prove themselves different from others.

That is the reason why leading companies like GP (Stay Close), Banglalink (Kotha

Dilam) and Citycell engaged in different customer service campaign to accelerate

the customer satisfaction.


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1.4 SCOPEOFTHEREPORT

As an Employee under Customer Care Division, through this report I can get a

chance to work in the real life situation which will help me to increases my

professional skill regarding the customer service in mobile telecommunication

industry Bangladesh. Apart from that, Citycell can be benefited from this project as

they are going to get a picture of the current condition regarding customer service of

the whole mobile telecommunication industry.

1.5 DATACOLLECTIONTo conduct the project and analyze each mobile phone operator in terms of their

customer service, I have collected the secondary data.

Secondary data: Secondary data sources were the internet, different published

journals, employees from Grameenphone, Aktel, Banglalink and colleagues from

Citycell, news papers and magazines etc.

1.6 LIMITATIONSOFTHEREPORT

The main problem of this project was data collection. The data collection was full of

complexities because I had to talk with different level of employees from different

organizations but for the company privacy, they couldnt provide 100% correct

information.


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BODYOFTHEREPORT

CHAPTER 2

2.0 COMPANYHISTORY


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COMPANYPROFILE

2.1 PORTRAITOFTHEORGANIZATION

Citycell (Pacific Bangladesh Telecom Limited) is Bangladeshs pioneering mobilecommunications 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.

The company offers a full array of fixed and mobile services for consumers and businesses

that are focused on the unique needs of the Bangladeshi community. Citycells growth

strategy is to integrate superior customer service, highest standard technology and choice

of packages at affordable rates.

The company operates a 24-hour call centre with well trained operators to respond to

customer queries. Citycells customer service are open 7 days a week to ensure customers

can access Citycell at any convenient time.

Citycell is focused on innovation and creating new ways for customers to stay in touch and

to do business. Citycell is offering a wide range of competitive pre-paid and post-paid

mobile packages as well as Value Added Services such as SMS and information basedservices

2.2 The Company

Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service provider in the

Indian Subcontinent, with its inception in 1993. The address of the Head office: Pacific

Centre, 14, Mohakhali C/A Dhaka 1212. PBTL was founded by Pacific Group Limited and

Hutchison Whampoa Limited. Citycell is the brand name under which PBTL provides

wireless telecom or mobile phone service and products to its customers.

PBTL is one of the companies of the Pacific Group. The Pacific Group is involved in

various businesses including:

Pacific Group of Companies (since 1967)


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Fisheries

Banking

Automobiles

Tea

Pharmaceuticals etc

PBTL is also the only operator in Bangladesh supporting two mobile technologies AMPS

and CDMA, while providing, in addition, Cellular and Fixed wireless services.

2.2.1 Pacific Group Limited

The Pacific Group is a group of companies under common ownership. The group has

interests in automobile service (Pacific Motors Ltd.), consumer electronics (Pacific

Industries Ltd.), fisheries (Bengal Fisheries Ltd.), tea (Noyapara Tea Company Ltd.) and

telecommunications (Pacific Bangladesh Telecom Ltd.). This group of industries was

founded by the renowned industrialist and former honorable foreign minister Mr. M.

Morshed Khan.

2.2.2 Hutchison Whampoa Limited

Hutchison Whampoa Limited (HWL) is a Hong Kong based diversified, multinational

company with origins dating back to the 1800s. As part of the Li Ka-Shing group of

companies, HWL's ultimate shareholder is Cheung Kong (Holdings) Limited, which has a

49.9 % interest in the Company. In terms of market capitalization, HWL is one of the largest

companies listed on the Hong Kong stock exchange. With over 150,000 employees

worldwide, the Group operates five core businesses in 41 countries.

2.3 The Company History

In October 1990, Hutchison Bangladesh Telecom Limited (HBTL) was formed as a joint

venture between Bangladesh Telecom Limited (BTL) and Hutchison Whampoa Limited of

Hong Kong. In March of that year BTL had been issued a license by Bangladesh Telegraph

and Telephone Board (BTTB) for operating cellular, paging and other wireless

communication networks. The joint venture agreement with Hutchison gave HBTL the right

to use BTLs cellular license while Hutchison would provide financial support to BTL.


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However, soon there was legal dispute between BTTB and BTL regarding the BTTBs

refusal to provide Public Switch Telecommunication Network (PSTN) channels, which

ensured connectivity to the BTTB network. The Supreme Court then ruled in April 1993 that

BTTB would have to provide PSTN connections to HBTL, and that BTL would have to

transfer the cellular portion to the license of HBTL. Bangladesh Telegraph and Telephone

Board gave HBTL the PSTN connections in August 1993 and HBTL began commercial

operation of the first cellular telephone service in Bangladesh in the same month. The

owners of HBTL, however, decided to sell their stakes in the company due to the legal war.

HBTLs shares were divided into two parts: Type A, which was held by BTL and Type B,

held by Hutchison. Each type of share represented 50% title of HBTL. Pacific Motors

Limited bought the type A shares while Hong Kong based financial investors Far East

Telecom Limited bought the Type B shares.

On 12th February 1996, HBTL was renamed Pacific Bangladesh Telecom Limited (PBTL).

PBTL uses the brand name Citycell to market its cellular products. In order to boost the

financial and also the managerial strength of PBTL, the shareholders of the company have

completed the transaction under the agreements in which Fujitsu Limited, Japan and Asian

Infrastructure Development Company (AIDEC), established in Cayman Islands, would

acquire 10% and 20% equity shares in PBTL, respectively on June 2000.

With this acquisition of 10% shares by Fujitsu Limited, a Global Fortune 500 company, they

have further strengthened their presence in Bangladesh and have also demonstrated

confidence as well as their commitment to the Bangladeshi market. Fujitsu has long been

supplying Microwave links and telecommunications equipment to Bangladesh Telegraph

and Telephone Board and is clearly a leading market player in providing telecommunication

solutions in Bangladesh. Being 10% equity shareholder of the company Fujitsu is in a

position to nominate 1 (one) Director to the Board of PBTL.

2.3.1 History in Brief


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Date Event


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1989Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular,

paging, and other wireless communication networks.

Apr-90

Hutchison Bangladesh Telecom Limited (HBTL) was incorporated in

Bangladesh as a joint venture between BTL and Hutchison

Telecommunications (BD) Limited.

Aug-93 1st cellular operation in the South Asian sub-continent

Aug-93HBTL began commercial operation in Dhaka using the AMPS mobile

technology.

Dec-93 Pacific Motors Limited acquired the entire 50% share holding of HBTL.

Feb-96HBTL was renamed Pacific Bangladesh Telecom Limited (PBTL) and launched

the brand name Citycell Digital to market its cellular products.

Mar-97 1st to extend coverage to Chittagong.

Apr-97 Citycell began commercial operation in Chittagong.

Mar-991st to adopt CDMA technology. CDMA technology was first introduced by

Citycell.

Jan-01 1st to set-up a communications backbone to Chittagong.

Apr-01 Dhaka-Chittagong microwave is launched.

Nov-01Citycell introduced the 15-second pulse rate in the cellular industry of

Bangladesh.Jan-02 Citycell commences operations in the Sylhet zone.

Jan-02Value Added Services (VAS), such as 24 hour billing information, news,

services, sports, etc., are introduced.

Mar-02 First operator in Bangladesh to offer off-peak rates.

July-02First operator in Bangladesh to offer prepaid services with two-way PSTN

(Bangladesh Telegraph and Telephone Board) connectivity.

Sep-02Citycell extends coverage to Rangpur, Dinajpur, & Syedpur, the northern

districts of Bangladesh.Oct-02 Short Message Service (SMS) is introduced.

Jan-03 Citycell launched its services in the major northern business city of Bogra.

Feb-03 First operator in Bangladesh to introduce the One2One post-paid package.

Jun-03Citycell reaches a coverage level of 40 districts out of a total of 64 (61 districts

eligible).


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Jun-03 Network capacity is increased to 240,000.

Aug-03Citycell introduces Amar Phone, a postpaid mobile-to-mobile package offering

the lowest outgoing rate per minute in Bangladesh.

Sep-03First operator in Bangladesh to introduce IDD and NWD for prepaid

subscribers.

Oct-03Citycell reaches a coverage level of 51 districts out of a total of 64 (61 districts

eligible).

Nov-03Citycells 24-hour customer call center opens. Network capacity is increased to

280,000.

Mar-04 Citycell opens its customer service centres 7 days a week countrywide.

June-04 Citycell launches RIM based handsets.

Mar-05

Citycell introduces, Alaap Call me, a pre-paid Bangladesh Telegraph and

Telephone Board both-way connectivity package with the unique Call2Cash

feature to earn (talk-time) credits upon receiving Citycell calls.

June-05Singtel acquires 45% equity stake in Citycell. Has a call option to acquire

another 15% by 2007.

Dec-05

Launched Virtual Card (V-Card): SMS based discount coupon first time in

Bangladesh with 326 merchants in Dhaka, Chittagong, Rajshahi, Khulna,

Sylhet, and Cox's Bazar. (3rd December)

Launched UTK Menu "FREEDOM": Most of the VAS keywords, short codes,

and service calling numbers have been integrated in the RIM Cards and can be

accessed from the UTK enabled handsets. The respective VAS can be availed

in a Click-n-Go manner.(15th December)

Jan-06

Introduced Trump Card; a discount card for the loyal and high end customers

which is accepted at more than 325 outlets in Dhaka, Chittagong, Rajshahi,

Khulna, Sylhet, Kuakata and Coxs. Bazaar.

Oct-06 Launched myCitycell Gift Shop, a Voice SMS and music Messaging service.

Feb-07Citycell extends coverage to 61 districts with more than 470 Thanas of the

country.

July-07 Launched myCitycell ZOOM wireless internet service

Nov- 07Citycell re-launches its brand with a new promise, unveiling a new visionand revitalized look.

Feb-08 Electronic recharge system e top-up launched on pre-paid with 900


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retailers nationwide.

Mar-08Citycell (Pacific Bangladesh Telecom Limited) becomes a Public LimitedCompany.

May- 08 Citycell launched Music Box, first mobile music service in Bangladesh.

May-08Citycell commences network in Chittagong Hill Tracts with test transmissionin Bandarban.

Aug-08 Citycell achieves network coverage in all 64 Districts of Bangladesh

June-09 Citycell introduced the High Speed Mobile Internet ZOOM Ultra

2.4 Mission, Vision, Objectives, Goals and Strategies

2.4.1 Mission

Pacific Bangladesh Telecom Limiteds mission statement is The most successful cellular,paging and other wireless service provider in Bangladesh by virtue of having greater

operating expertise. This mission statement puts into perspective about a few points about

Citycell. Their inherent emphasis is on quality, not cheapness of service. The first priority is

to provide a high-end service that can be used for both commercial and personal use.

2.4.2 Vision

The Vision of the company is To continue to be the leader in the Telecom industry in the

region and provide a complete communication solution to our customers with a smile. Itmay be noted that there is an emphasis on strong customer relations. This is important to

Citycell especially as, until recently, they positioned their packages as high-end packages

This means that they need to promote their packages especially to corporate and business

users. Such customers will require strong support for brand loyalty to develop.

2.4.3 Objectives

The business strategy of Citycell is focused around two objectives:

Qualitative Objectives

Increasing service offerings.

Expanding the network.

Creating innovative, unique, and cost-effective various products to

customers.

Increasing loyalty by focused customer retention program.


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Develop operational procedure for the fast deployment of service.

Quantifiable objectives

Increase subscriber base over 1 million on the network by December 31,

2006 with 99.8% overall network availability.

2.4.4 Goals

The current strategic goal of the company is to occupy a unique position in Bangladesh in

the telecom sector. One way to achieve this is to develop a strong subscriber base to be

able to penetrate in the markets with other attractive products.

The ways to ensure a strong subscriber base is to:

Meet customer requirements

Establish technological leadership trough choice of appropriate technology

Establish service leadership through quality manpower

Expand the footprint of cellular coverage

Expand the customer base

2.4.5 Business Strategies

Citycell is a service-oriented company as it provides wireless telecom service. Their primary

business according to Citycell is to sell wireless telecommunication packages to the

customers and provide customers with comprehensive wireless telecommunication

solutions.

Citycell as it first started out its business in 1993 targeted a niche market of the rich

businessmen who would need information on the move or use it as a luxury item. It had a

Blue-Blood image at that time. It followed the premium pricing policy. It was the right

decision at that time and Citycell made a lot of revenue by doing so. But with the

emergences of GrameenPhone and AkTel, Citycell had to change its business policy. It

could not survive in the long run with the Blue-Blood appeal. It brought down the prices of

its mobile packages from what was Tk.150000 in 1993 to 15000 at around the year 2000-

01. And today the lowest price of their package on offer costs around Tk.1399. Citycell had

to establish a mass-market strategy as it now targets every segments of the mobile

telephony market. Let us look at the strategies that Citycell follows now a day:


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2.4.5.1 Functional Level Strategy

Pacific Bangladesh Telecom Limiteds focus is on efficiency, quality, innovation, and

customer responsiveness. Citycells functional level strategy deeply concentrates on being

customer responsive. It wants to grow its business by providing superior customer service

to the customers. And for that, as already stated, Citycell has a 99 member customer

service team working for them 24 hours a day, on the Helpline or in the front desk 7 days a

week. Not only that Citycell has just recently introduced a slogan saying, Because We

Care. The strategy is very much suited to Citycell as we know that Citycell have strong

competitors in the form GrameenPhone and AkTel.

2.4.5.2 Business Level Strategy

The business level strategy of Citycell is that of differentiation. As Citycell targets everybody

from a small businessman of a small town to the big corporate of the urban area, all its

packages appeal to everybody. There are the prepaid mobiles for the cost conscious

people and for heavy users the postpaid connections are there in the offering. It has

prepaid mobile-to-mobile packages and 24 hours Bangladesh Telegraph and Telephone

Board connectable prepaid packages. The packages that offered will be classified in depth

in the marketing mix part of this section.

Pacific Bangladesh Telecom Limited applies both the cost leadership and differentiation

strategies as their business level strategies. Citycell wants to increase market share by

expanding the network by ensuring least call rate than any other mobile companies.

2.4.5.3 Corporate Level Strategy

Pacific Bangladesh Telecom Limited follows related diversification as their corporate level

strategies. The management of Pacific Bangladesh Telecom Limited is already involved in

diversified businesses of automobiles, banking, tea gardens etc. But Pacific BangladeshTelecom Limited itself has no plans of any sort of backward integration, which would be

creating technologies like CDMA or forward integration to make mobile sets themselves.

2.4.5.4 Global Strategy

Citycell does not have any Global strategies as it is still in a growth stage within

Bangladesh. But for the sense of it, some of the mobiles do have the ISD connection in

them.


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2.5 Workforce

Citycell has currently 1000+ permanent employees under direct payroll of Citycell. There

are 150+ part timers working currently. The CCD is the biggest department in Citycell at this

moment with 600 employees.

2.6 Organizational Structure

The Charts below represents the basic organogram of the company:

Figure 2.1: Citycell Organogram

2.7 Marketing Mix of Citycell

Citycell now follows the mass-market strategy. It has long passed the days when it used to

be the monopolistic cellular phone company selling its connections with sets at Tk.

150,000.00. Now, it wants to serve all segments of mobile users from low end users tocorporate all over Bangladesh. The Marketing Mix or the 4Ps that Citycell follows are

discussed below-

2.7.1 Product

Citycells products are the packages it offers. Citycell offers both postpaid and prepaid

packages for consumers as it has already been discussed that Citycell wants to serve


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everyone. Though Citycell had a number of packages under its pre-paid and post-paid

connections in October, 2007 Citycell has re-launched its services to simplify entire service

portfolio.

The previous packages were as following

2.7.1.1 Previous Post Paid Packages

The postpaid packages that Citycell had are -

Citycell Supreme

2.7.1.2 Previous Prepaid Packages

Citycell released its prepaid first in 2002, with the uniqueness of having TNT incoming

facility. The pre-paid package of Citycell was called Aalap. It was the first to offer a

prepaid plan with BTTB connectivity in the same year. During 2005-6, the company made

great strides in its prepaid product offering. In 2005, it launched the Aalap Call Me plan- the

first phone plan with negative tariff in the country. In this plan customers get credit added to

their balance when they receive calls from other Citycell subscribers.

In the same year, Citycell launched Aalap Super plan. Subscribers of this plan could make

free calls to other Citycell subcribers during late night hours. This espoused numerous

copycat products from its competitors. Later that year the national telecoms regulator

ordered all phone companies to cease offering free call facility. In 2006, Citycell launched

Hello 0123 plan. The name 0123 signified tariff of Tk 0 for calls to one Citycell number of

the subcriber's choice, Tk 1 for calls to two other Citycell numbers, Tk 3 for calls to all other

Citycell numbers and Tk 4 for calls to all other networks. This plan was followed up with a

string of other spinoff plans that continue into 2007.

The prepaid packages that Citycell had are -

Hello Tomake

Aalap Classic

Citycell Prepaid PCO

Citycell Landcell
http://en.wikipedia.org/wiki/BTTBhttp://en.wikipedia.org/wiki/BTTB


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As there were an overwhelming number of packages offered to the consumers in different

rates and all sorts of details the life became too complicated for the buyers. It was really

difficult to pick a package just by understanding what it had to offer. At a certain point

companies started realizing the difficulties faced by the mass. Citycell took the initiative and

gathered all thoughts and consumer insights to simplify its offering in the market.

After months of analysis, testing and research the company finally re-launched in October,

2007 and introduced Citycell One a simple product to the market. Both its pre-paid and

post-paid services now fall under Citycell One.

Citycell also revamped its entire line of communication and introduced a changed logo as

consumer interface. The other value added services are also given respective logos to gave

them separate identity and look. New color associations are formed and pay-offs also

started endorsing the simplified promise of the Company itself. They call it Citycell Once,

Its Simple.

2.7.1.1 Citycell One Postpaid

The postpaid plan is branded as Citycell One

2.7.1.2 Citycell One Prepaid

The current only prepaid plan is branded as Citycell One. Under this package Citycell

customer can call to other Citycell users for only 25 paisa and other operators for only 98

paisa all day all night. The prepaid packages are made for the cost conscious buyers. It

does not matter if the person is a businessman or a student. But the user has control on his

cost of mobile usages; because he knows how much money he is spending on making a

call. Besides the hassle of going to the banks is easily avoided. But of course the rate is a

bit higher than postpaid mobile call charges. It is currently the most effective tool for Citycell

and other companies for growth in respects of gaining customers throughout the whole of

Bangladesh.

2.7.1.3 Zoom Mobile Internet Service


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Citycell introduced the fastest mobile internet service in Bangladesh as Zoom & Zoom

Ultra. It has pre-paid & post paid packages in a competitive rates.

2.7.1.4Set Classification

Citycell classifies its subscribers sets in two ways depending on from they buy it from. The

sets, which are brought from Citycell, are called the White Sets and those, which are not

brought from Citycell, are called Grey Sets.

2.7.2 Price

Citycells policy when it comes to pricing is to keep the lowest call rate possible per minute

for the zonal calls. This is visible in their call rate policy compared to that of others. The call

rates are discussed in-depth in the later Call Rate Comparison part of this report.

When a customer brings his won set which is called Grey Sets, he has to present a bank

clearance to make sure that he/she paid the tax on the purchased set and they also have to

pay an additional charge of Tk.400 (programming charge) for getting the set programmed.

This is for an existing number in a Grey Set. For buying a new connection for a Grey Set

customers as well need to show the tax papers and pay an additional charge Tk.400 either

for a new prepaid or postpaid line. The customer has to pay a refundable deposit fixed for

the postpaid packages.

For any sort of connection bought the lowest price that Citycell has for offer at the moment

for a set and a line is Tk.1,300 and the highest is of Tk. 10,450.00.

The customer always have to pay 15% VAT for his/her bills (both pre-paid and post-paid)

according to government regulations. The set price of Citycell includes the 15% VAT.

2.7.3 Place

The main emphasis of Citycell when deciding on place is convenience and proximity to

customers. Dealers are not treated as the subordinate branches of the company. Instead

they are taken as partners in the endeavor to provide better services to customers.


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The primary marketing channel used is that of distributors who are at various locations. It is

only natural, from a business point of view, that the density of dealers is highest in Dhaka.

In other regions of the country, there are dealers in each main town of the various provinces

where Citycell network exists. Network coverage has been increasing and so are the

numbers of dealers.

Logistics and transportation is handled by the dealers primarily. A certain amount of logistic

support is provided to dealers for better supporting their activities for Citycell.

2.7.4 Promotion

The company that had once relied on its name to gain new market share now has to

aggressively market their brand and packages among the Bangladeshi customers.

The main advertising is done through Above The Line communication channel that is

Television Commercials and Print Ads in all leading daily newspapers and magazines. The

advertisements are distinct then the competitors. The look and feel of the ads is warm and

presented in humorous ways across all media. The personality been created is young,

happy, cheerful and witty. The smartness of its usage are been translated as going towards

the simplicity of life. The elements in the commercials depict a easy and simple lifestyle

through the easy to understand packages and useful implications of the benefits offered.

While most commercials in the industry are projecting hard-burned emotions to exploit the

consumer with a soft story the Citycell goes in a distinct way to promote the functional

benefit in a very effective and meaningful way. The company is happy to see the results of

its commercials as people are successfully differentiating the Citycell image then the others

in the market. Citycell management believes to create commercials and not some awardwinning story telling efforts.

The Out-of-Home media is also heavily used in recent days to make sure that the outdoor

visibility is there. Overhead plastic billboard ads of Citycell are visible on every major and

important roads of most cities of Bangladesh and in Dhaka the presence is satisfactory.

The slogan of these ads is the current theme of Citycell its Simple.


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Personal selling is done not just for phones but also for new data transfer services to

corporate customers. This is done by the direct sales and also by corporate sales

department under Marketing and Sales. Events in public places have started recently with a

strategic road map and gradually it will reach in all potential places of the country. Direct

sales with assistance from Trade Marketing carries out such event operations in places.

The marketing department carries out public relations. It emphasizes on Pacific Bangladesh

Telecom Limiteds contribution to the development of the telecom industry in Bangladesh

and the introduction of advanced CDMA technology. As part of their promotional activity the

marketing department gives out banners, poster and calendars to its dealers. Notebooks

and calendars are given out to corporate clients every year.

2.8 Current State of Citycells operations

Citycell packages are focused to follow the companys differentiation strategy. There area

number of market segments into which Citycells potential and current customers can be

divided. Pacific Bangladesh Telecom Limited always strives to make each Citycell package

released to be unique and noticed above that of the competition. They also try to attain

distinctness in their sales and marketing strategy to make them seem like a unique, blue-

blooded mobile phone company. In order to do this, they have made a number of strategic

choices, which may set them as being different from other companies; they also handicapthem in a significant manner.

The primary strategic choice that has affected them is such a manner is their choice of

technology. Although CDMA technology is far in advance from other technologies, it has yet

to gain a significant acceptability in Bangladesh. Thus what has happened is that there is a

serious shortage of CDMA sets and, as knock-on, effect higher price of the sets that are

available. Worse, many sets are simply lying around due to lack of spare-parts. Customershave to pay line rent for faulty or dead sets. Many customers are disconnecting their

Citycell lines and buying cheaper packages from other companies. The detrimental effect

this has had on operations is that Pacific Bangladesh Telecom Limited is finding

increasingly less room to maneuver and introduce new features in their service, which will

help them combat competition. This also means that they have to fight for survival rather

than for dominance. Inherently, Pacific Bangladesh Telecom Limiteds strategies appear to


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be more reactive than proactive. A very important aspect of current operations is the severe

effect that centralization of organization has on operations. The regional offices are

responsible for handling phones only in that zone. There is a severe lack of coordination

between the various regional offices, which has a detrimental effect on customer

satisfaction. Worse, the entries for each zone are done all on one floor in the head office at

the vast majority of customers buying their sets directly from Pacific Bangladesh Telecom

Limited, it means that they are also dependent on Pacific Bangladesh Telecom Limited for

repairs and spare part needs. Thus the current staffs who work at repairs and servicing are

severely overworked. This affects morale and employee satisfaction, reducing the efficiency

of set-servicing process and thus has results in dissatisfied customers. In all Pacific

Bangladesh Telecom Limited is a company with immense potential, but it remains to be

seen whether management can fully harness this potential. The potential is present in all

the factors of operations:

1. The technology is very advanced and has immense potential

2. The labor factor is strong with some very capable staff

3. Pacific Bangladesh Telecom Limited has sufficient capital to undertake

infrastructure investments

4. There is still a significant portion of goodwill towards the company from its

stakeholders

What Pacific Bangladesh Telecom Limited needs to do now is to harness all these positivefactors, negate the detrimental ones and move forward.

2.9 Network Coverage of Citycell

Citycell has an extensive network coverage throughout the country. Citycell is continuously

expanding and upgrading already comprehensive network and to meet consumer demand

and maintain a high quality network. Citycell has already undertaken substantial expansion

program. The program has been designed to upgrade network technology and add networkcapacity to support the companys consistently increasing customer base. The recent

expansion in three hill districts of Rangamati, Bandarban and Khagrachori gave Citycell a

network across all 64 districts of Bangladesh.


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Figure 2.2: Latest Network Coverage Map of Citycell

Present Coverage.

2.10 Future Direction of the Citycell

The Company appears to be moving towards a more customer oriented approach to its

overall customer policy. Gone are the days when Pacific Bangladesh Telecom Limited

could dictate terms to its clients. These days Pacific Bangladesh Telecom Limited has to


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spend an increasing amount of time covering its shortfalls and persuading customers to

stay with them. This is especially worrying after what is perceived to be by many industry

insiders a concerted effort by GrameenPhone to make headway into the corporate market

a domain that was once almost exclusively under Pacific Bangladesh Telecom Limited.

What Pacific Bangladesh Telecom Limited is really looking for is a way by which it can

seriously bounce back into dominant position. The primary reason for choosing CDMA is

that they hope to be able to introduce next generation (2G) mobile phone features such as

voice conferencing, Internet, sending visual data, etc into their services. It remains to be

seen how successful they are in harnessing the full power of CDMA technology.

There is also a proposal to decentralize their organization in order to be able to better serve

their customers in the far-reaching regions of the country. This means that many major

functions will be spread out throughout the country divided according to customer regions. It

is yet to be seen how much decentralization may occur, but it is a major issue under

consideration. If the network expansion into North Bengal and then into Khulna region

occurs soon, there is a real potential, by virtue of superior technology, to gain a significant

competitive edge over GSM rivals. Then there is the sale of data link to corporate clients.

This will gather significant revenue for the company as well as solidify its position with its

corporate clients as their primary information transfer and telecom provider. The

incongruities between the various tariff plans of the various packages are to be removedboth to make it much easier for customers to budget usage and also to increase the value

for money of each package. There are no mergers or acquisitions in the future, but it is

believed that Fujitsu may increase its holdings in Pacific Bangladesh Telecom Limited and

gain greater management control. If this happens, then the entire picture may change. This

is especially important if we consider the fact that slowly boundaries are opening and

technologies are improving. GSM will give way to more advanced technologies like CDMA

and there will soon be no national boundaries as defined in the telecom industry. If that

happens and the telecom sector is further liberalized, then Pacific Bangladesh TelecomLimited can look forward to increased growth and revenue

2.11 Acquisition of SingTel

Singapore Telecommunications Limited (SingTel) recently announced that it has invested

US$118 million for a 45 per cent equity stake in Pacific Bangladesh Telecom Limited

(Pacific Bangladesh Telecom Limited). In addition, SingTel has a call option to increase its


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equity interest in Pacific Bangladesh Telecom Limited to 60 per cent for an additional

US$65 million. The option can be exercised between 1 April and 30 June 2007.

The recent investment made by SingTel has created a lot of options for the company.

Everyone is expecting that network expansion and technology up gradation will occur at a

fast pace. This is especially important if we consider the fact that slowly boundaries are

opening and technologies are improving. GSM will give way to more advanced technologies

like CDMA and there will soon be no national boundaries as defined in the telecom industry.

If that happens and the telecom sector is further liberalized, then Pacific Bangladesh

Telecom Limited can look forward to increased growth and revenue.

Figure 2.3: SingTels Group Structure

Shareholding of Pacific Bangladesh Telecom Limited: Past, Present & Future

Shareholder Past Present Future

Pacific Motors 40.00% 31.43% 31.00%Far East Telecom Limited 30.00% 23.57% 9.00%

Asian Infrastructure Development Company 20.00% - -Fujitsu Limited 10.00% - -


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SingTel Asia Pacific Investments Private Limited - 45.00% 60.00%Total 100.00% 100.00% 100.00%

Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited

Company with effect from 28 March, 2008 in compliance with the Notification No.

SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission

of Bangladesh.

Following lists the shareholders of the company:

Pacific Motors Limited

Pacific Traders Limited

Pacific Industries Limited Far East Telecom Limited

SingTel Asia Pacific Investments Pte Ltd

SingTel Consultancy Pte Ltd

Singapore Paging Pte Ltd

2.11 Strengths & Opportunities from SingTel

Equity injection of $90M (in phase 1) will give necessary thrust in aggressive

expansion strategy of Pacific Bangladesh Telecom Limited.

A multinational corporate like SingTel as a major stakeholder will give enhanced

access to funding.

SingTel, as an international player, will provide incremental leverage over vendors

(handsets, equipment).

SingTel brings in 120 years of expertise innovation, quality, efficiency, and

corporate governance.

Pacific Bangladesh Telecom Limited with SingTel is better poised to capture the

market potential & become the market leader.

Benefit from seamless coverage across SingTel network in Asia and international

access across the world for international roaming through its submarine & satellite

network.

3.1 CURRENTSTATUSOFTHEMOBILETELECOMINDUSTRYBANGLADESH


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Serial

No.

Operators

Name

Number of

Subscribers

(June, 2009)

Number of

Customer

Care Centers

Number of Customer

Care Point/SD/Touch

point/Franchise

1. Grameen Phone 21.16 Million 72 597

2. Banglalink 11.04 Million 08 99

3. Aktel 8.85 Million 19 443

4. Warid 2.58 Million 14 124

5. Citycell 1.96 Million 06 500

6. Teletalk 1.10 Million 04 00

Table: 2.1.1 Total Number of Subscribers: 46.69 Million (June, 2009)

Number of Subscribers (June, 2009), In Million

Grameen Phone

45%

Teletalk

2%

Citycell

4%Warid

6%

Banglalink

24%

Aktel

19%

Grameen Phone

Banglalink

Aktel

Warid

Citycell

Teletalk

Chart: 2.1.1-A Total Number of Subscribers: 46.69 Million (June, 2009)

3.2 CUSTOMERSERVICEOFFEREDBYTHEMAIN 3 OPERATORS INTERMSOFCUSTOMERCARECENTRE

3.2.1 Grameen Phone:Service Type: Different types of servicesare provided by GP customer care centers for its

subscribers which are given bellow:-


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1. SIMReplacement2. Postpaid reconnection3. Postpaid Migration

4. Billing Address change5. Itemized Bill6. Bill / usage / payment

Information7. Product information8. Death case9. Duplicate paper10. Signatory change11. Refund12. Adjustment13. Ownership transfer14. Complain & query handling

15. Bar / unbar16. Refund

17. Signatory change (forcompany phone only)

18. Password unblock19. Temporary disconnection

20. Permanent disconnection21. Technical problem22. Faulty SIM Replacement

(both pre and post paid)23. International Roaming.24. Welcome tunes configuration25. VSMS ( Voice SMS)26. Thank you bonus27. Welcome tunes configuration28. Edge configuration29. Voice mail30. Password unblock

31. Edge related services

Service Availability: The outlet remains open from 8:00 am to 8:00 pm including allgovernment holidays.

3.2.2 Banglalink:

Service Type: Banglalink centres provide all sorts of services to their subscribers.

According to them, they are aimed at providing a complete mobile solution, connections,

handsets, accessories and provide selected customer services like SIM replacement,

reconnection, bill payment etc.

Service Availability: The outlet remains open from 9:00 am to 8:00 pm (Sunday to

Thursday), 9am to 6pm (Saturday) and 3pm to 8pm (Friday) 7 days a week including all

government holidays.

3.2.3 Aktel:Service Type:Aktel Customer Care Centers provides following services:-

1. SIM Change2. Address Change / Edit3. Lock / Unlock Request4. Add Deposit / SD refund5. Ownership Transfer6. FnF Process

7. Itemized Bill8. Reconnection / Reinitialization9. Permanent Deactivation10. Voucher Refill11. Bar / Unbar12. PIN / PUK Information


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13. Scheme Migration14. Refill Unbar15. Registration / Re-registration16. PIN / PUK Disable

17. VAS Products Information18. GPRS, Fundose Activation and

Deactivation19. Scratch card problem (Used / Invalid /

Erased Voucher Requests)20. Payment of Bill

21. AKTEL Product & Service Information

Service Availability: Basically the CCC remains open from 9am to 8pm, 6days in a week.

3.3 HELPLINE & ITSEFFECTIVENESSINTHEMOBILETELECOMMUNICATIONINDUSTRY

In this rapid growing mobile telecommunication industry the demands of the subscribers is

increasing day by day. Customer demands are no longer confined to making or receiving

voice calls only; new value added services being introduced every now and then, so

subscribers are facing various problems in their day to day life. So it is considered an

important requirement for the operators to have a help line facility for giving the services to

subscribers. Let us analyze each of the operators based on my survey.


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3.3.1 Grameen Phone

GP trained their customer service agents for easy reach with the customers by giving

support related to all their products and services. According to them, Our trained call

center professionals are available round the clock, 7 days a week, 365 days a year. By

simply dialing 121/ 12115 (to talk directly with our Customer Service Agent) you can find

the answers to any query in the cheapest way. Our customer managers are always at hand

to listen to any kind of complaints regarding our products and services - we promise you

proper feedback. We provide information related to the different products and services we

offer, to help you make the purchase decision that is most suitable to your communication

needs.

Subscribers can also reach them by dialing following numbers:

+880-2-9882990

01711594594

3.3.2 Banglalink

Banglalink Care Line:

Contact Number Working Hour

121, 212 - All Prepaid Customers122 - All Postpaid and Call & Control120 - For SMS call back(From Banglalink mobile only)2727 for yellow page service175 for E-Voucher retailer service9126 for BP/BSP Support

24 hours a day, 7 days aweek and 365 days a year.


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Telephone:+(880) 2 9888370-1,+(880) 2 9862325-6

Mobile:For all Operator ,T& T and PSTN except BL Call &Control.01911-31090001912-999000 (SME Hotline)01911-304122

Fax: 8820594

E-mail: [email protected] e-mail address is being protected from spambots,

you need JavaScript enabled to view it

3.3.3 Aktel

Help line number: 123 AQuick Guide to 123:

For language options -

For Bengali, press 1. For English, press 2.

For Postpaid customers

For account information (usage, billing and Friends & Family numbers), press 1.

For information on latest packages, press 2.

For information on value added services, press 4.

For information on special services for Postpaid connections, press 5.

To leave a Voice Message, press 7.

For direct assistance from Customer Service Executive, press 0.

For Prepaid customers

For account information (usage, balance and Friends & Family numbers), press 1.

For information on latest packages, press 2.

For information on value added services, press 4.

For information on special services for Prepaid connections, press 5.




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For General Information (through 01819 400400)

If you do not have an AKTEL number, press # (hash).

For information on latest packages, press 1. For information on value added services, press 3.

For information on special services for Prepaid & Postpaid connections, press 4.

For AKTEL address and contact details, press 5.



Other 24/7 Customer Support:

SMS to 8123 (from your AKTEL number) (Standard SMS charge and VAT

applicable)

Call to 01819 400400 (from any number)

Fax to +88 01819 234329 333, 02 8832503

3.4 CUSTOMERSERVICEOFFEREDBYCITYCELLINTERMSOFCUSTOMERCARECENTREANDCALLCENTRE

3.4.1 Customer Care

In Citycell, we are always trying to deliver a level of service that meets your expectation.

Citycell wants to deliver the support to its customer at very first time. They have well trained

executives who are helpful, dynamic and always focused to achieve their goals. Citycell

always believe that customer is the first preference to them. Customer cares main focus is


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to retain the old customer and for that we have give them our height level of effort. A

customer can easily reach to us for that we have a helpline service, customer care centers

and customer care centers. So a customer can easily reach us when they are in problem.

Citycell provide several ways to the customer to contact with Citycell office to solve their

problems. Customers can communicate with Citycell in following ways.

3.4.2 Helpline (Call Centre)

Citycell Helpline operates 24 hours a day, 7 days a week. You can dial 121 from your

Citycell phone and 01199121121 from any other phone to get connected to our Customer

Care representatives.

Access to the Helpline from any Citycell Post-Paid number is free of charge. Call charge of

TK. 2 per minute plus VAT with 12 second pulse is applicable for Citycell Pre-Paid

numbers.

3.4.3 Call Back Service

If you prefer to be contacted instead of calling into our Call Centre, you may send an SMS

to 2255 and allow us to call you back.

3.4.4 Customer Care Centre

All our Customer Care Centres remain open from 9:00am to 5:30pm, 365 days a yearincluding all government holidays. We welcome you to walk-in any of our six conveniently

located Customer Care Centres in Dhaka, Chittagong, Sylhet, Khulna and Rajshahi.

2.4.5 Customer Care Point

Citycell is rolling out Customer Care Points (CCP) throughout the country in order to take

our service closer to our Customers. CCP ensures that our Customers no longer requiretraveling all the way to distant Customer Care Centers (CCC) located outside their district /

divisional towns. These points are open from Sunday to Thursday from 9:00am to 5:30pm

and are equipped to provide all types of Customer Services including RIM replacement,

reactivation of connection etc. These points facilitate more efficient service from Citycell.

3.4.6 Online Self Care


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Online Self Care enables postpaid Customers to manage a number of services online, such

as viewing bill status, billing history, payment details and lodging service related

queries/complaints. Click Online Self Care to log on to the system.

3.4.7 E-mail

You may send e-mail to [email protected]

CCD is the biggest department in Citycell. The hierarchies of this department are following.

3.5 CUSTOMERCAREOPERATIONS

Customer care division works under Head of Customer Care division. There are three DGMand 9 managers are working under him. Deputy Managers, Senior Executives and

executives are working under their line manager. There are also some part timer workers.

Citycell operate business in the service sector where customer orientation is must. Citycell

always focused to its target markets as well as the competitors market. Basically customer

care division starts their operation after selling the product. But there is a huge competition
mailto:[email protected]:[email protected]


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in telecommunication sector of Bangladesh. To capture the new market and keep the

existing customer Citycell customer care division work along with the marketing, product

VAS and finance department. Customer care division separated into several subdivisions

like:

Call Centre

Front office Operation

Customer Database Management

Activation & Adjustments

Billing and IT

Back Office Operation

Reporting & Data Analysis

Figure 3.4.1: Customer Care Operations Organogram

3.5.1 Call Centre

The company operates a 24-hour call centre with over 120 well trained operators to

respond to customer queries. As the only mobile operator in Bangladesh, Citycell's

customer service centres are open 7 days a week to ensure customers can access Citycell

at a time convenient to them.

Already customer care starts telemarketing from their call center. In this center they have

two separate team. Those are

Inbound

Chief of Customer CareMd. Tariqul Hasan

Call Center OperationsDGM-Md. Rezaur Rahman

Front OfficeOperations

DGM-Saiful Amin

Back OfficeOperations

DGM-Nishat Ali Khan

InboundOperations

Manager

InboundOperations

DM

Customer CareCentre

Manager

Customer Care Points

Customer ManagementUnit

Manager

Activation & AdjustmentsManager


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Outbound

3.5.1.1 Inbound

Inbound team mainly works with the customers problem, service information and giveninformation about the products.

3.5.1.2 Outbound

Out bond team are engaged to make call to the existing customer and inform them about

the new product and services of the company. They also make call to the potential

customers and inform them about the organization. They make customer research through

phone. Call center also involve with the campaign CLOSE UP ONE and LUX

PHOTOGENIC BANGLADESH. The registrations of these events are supported by Citycell

customer care.

3.5.2 Front Desk Operation

Front Desk operation is the heart of the customer care division. Citycell already established

six (6) CUSTOMER CARE CENTER in six divisions. Very recently Citycell starts 55

CITYCELL POINT all over the Bangladesh. Within 2007 Citycell will covered 61 districts.

Citycell points are working along with their marketing team to build a brand name in every

district. These points are controlled by six divisional offices. These points are operating

following matters

Customer support

Hand set

Dealer management

Operating road shows

Marketing promotion

activities

Bill board and branding

Road Shows

Social awareness activities


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Citycell committed to serve their customer first. So that in future more customer will show

interest in Citycell. So Citycell operate rim replacement, friends and family number change,

package change, Call back ring tone, line activation and deactivation from these points.

Citycell classifies its subscribers sets in two ways depending on from they buy it from. The

sets, which are brought from Citycell, are called the White Sets and those, which are not

brought from Citycell, are called Grey Sets. Citycell is CDMA based mobile service

provider which is not widely used in this arena. So it has to sell its product along with mobile

phone set. Previously these sets are not available in the market so Citycell attached with

their vendors like MOTOROLA, NOKIA, HUAWEI, ZTE, and UTSTARCOM. So that now

they also sell their product from this point. The total mobile accessories of these mobile sets

are available in every corner of Bangladesh. So there was a bad impact that CDMA sets

are not available in Bangladesh. But Citycell hope that with in a very short time these sets

are available in every part of this country.

Citycell arrange mobile fare in every district of Bangladesh. Very recently Citycell starts

MOBILE PHONE RE-REGIATRATION operation from these point and they also setup 71

points in several places in Bangladesh.

Distribution channel is the bridge between the company and the customers. Distribution

channel is very important for any company. If there is any gap in distribution channel themarketer is unable to reach its product and services to the customers in time.

In the beginning, PBTL decided to distribute through its own distribution channel. As the

market is growing fast, it is giving dealership to sell the mobile to the direct customers.

There are many interested people who want to become distributor of Citycell. But Citycell

has some strict policies that are maintained when the dealership is given. Channel

management is another part of this point. Now they can solve the problem of their channel

partners more easily.

Though Citycell was the 1st mobile operator in Bangladesh but for a long time it was not in

the aggressive marketing. There were many complain about the network and the coverage

was limited. But at 2004 Citycell introduced a latest CDMA technology CDMA2000 1X.

Within a very short time Citycell build a strong network all through the country. At 2007


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March Citycell made a history in telecom sector. They start a campaign called CITYCELL

SOB KHANE. This campaign based the network coverage and they lunched a biggest road

show all through the Bangladesh. It was 55 days road shows covered 61 districts and 472

Thanas. They boost up with a huge coverage through newspaper, TV advertisings and

some major promotions. The TV commercial (PALABE KOTHAI) of the Citycell is very

popular among the people. They also used 12 caravans from 6 divisional head quarters.

They lunched another campaign call011. Here Citycell offer a person to call any numbers

in Bangladesh and gave him a chance to talk one minute for 0 costs. Thats why this was

called 011. These campaigns are highly appreciated by the people. Now Citycell can

claim that they have a strong network in every part of the country. In that commercial,

Citycell focused different corners of the country where you can find Citycells network.

Citycell points arranged promotional activities. They arrange mobile fair in every certain

period. They arranged it with their dealers and retailers. In this promotion they sell their

product in a low price then the market price.

At 2007 Citycell lunched a new product in the market and that is Hi-Speed wireless internet

service. Any one can use it in WAP base CDMA phone sets, desktop computers and

laptops. This is also a popular campaign. Any one can use this connection where u find

Citycells network. Citycell gave a sound training to its employees to use and the install

process so that they can give the proper support. In every point Citycell starts to sell theproduct. Citycell specially set some booths in different places. ZOOM is basically a

premium product of Citycell. This is little bit expensive but according to Citycell this is the

best product in this market. The target customer of ZOOM is basically the corporate

houses, young generation and the organization who want internet facilities in corner part of

the country. World Bank, ADB, Unileaver, ASHA, US AID and other big corporate house are

now ZOOM connected. Citycell point basically targets the local organizations of the different

district to sell the ZOOM.

Citycell always think about the society. Citycell always have a positive approach toward the

customers. Customer Care Division send sms es to the user in different cultural and social

occasions like Eid, Puja, Victory day, Mothers day friendship day. They also arrange some

quiz competition in these days and special programs like world cup football and cricket. In


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this part customer care division work along with Value Added Service (VAS) team.

Customer Care Division also work with different value added service with the VAS team.

3.5.3 Customer Database Management Unit

CDM is another subdivision in CCD. This department basically deals with customers

information, their addresses and restoring the customers papers. In re-regiatration program

CDM works with Citycell points.

3.5.4 Activation & Adjustments

Activation is another very important portion of CCD. Activation works with line activation,

deactivation, FnF activation, FnF change, rim replacement types of matters. Activation and

CCP works together in these matters.

3.5.5 Billing and IT

Billing and IT is mostly work with post paid customers and ZOOM customers. IT department

always create a bridge between CCPs and headquarters.

3.5.6 Back Office Operation

Back office always co-ordinate between CCD and other departments.

3.5.7 Reporting & Data Analysis

This department always analyzes the customer service operations daily activities and

prepares report for each department.


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4.0 SWOTANALYSESSWOT stands for Strength, Weakness, Opportunity, and Threat. This is a very important

tool for a company for a company to analyze its internal external environment. Now, we will

see a SWOT analysis ofCitycell.

4.1 Strengths

4.1.1 Capital

Citycell has a huge amount of capital. As mentioned before, that the Pacific Group, which

is a well-established local organization of $1000 million, and SINGTEL the largest industry

in Asia pacific region. Very recently Citycell took 200 million dollar syndicate loan from

different local and foreign banks.

4.1.2 Competitive Price

Price is a big competitive advantage forCitycell. Citycell is the only organization, which is

selling CDMA mobile phones with both way T&T and ISD/EISD facilities at the lowest rate.

For example, lowest package rate ofCitycell is Tk 1700/= with T&T and ISD facilities.

4.1.3 No Busy Network

Because of enormous number of channels, excess to Citycell mobile phones is very easy.

The rate of call drops is very low.

4.1.4 Advanced Technology

CDMA technology is the best technology for telecommunication. World-class mobile

operators and world-class mobile phone manufacturers are advancing to this new

technology. Citycell is one of the few mobile service providers, which are using CDMA

technology. Citycell is using the latest CDMA technology of CDMA2001X. Where as other

GSM mobile service provider has to make huge invest or will need time for transformation.

4.1.5 High Speed Internet/Data Servic:

Citycell is providing high speed Internet/Data service ZOOM Ultra & ZOOM 1X for its

modern CDMA technology at very affordable rate

4.1.6 Low Cost


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Citycell follows low cot strategies. It tries to cut cost in every possible way to maximize the

strengths for future battle. The lowest tariff of Citycell is on net and that is only 25

paisa/minute and to call other operator it cost only 0.98 TK/minute.

4.1.7 Centralization

Pacific Bangladesh Telecom Limited is a centralized organization that helps in easier

coordination of business activities.

4.1.8 Dedicated Staff

Dedicated core staffs who are willing to provide significant labor hours to accomplish

targets.

4.2 Weakness

4.2.1 Fewer Staff

The number of staffs working forCitycell is not enough at all. Far fewer staff than actually

required in terms of tasks to be completed.

4.2.2 New technology

CDMA is the latest technology but it is not widely used. Still most popular option is GSM.

Citycell cannot give international roaming because of few number of CDMA operator.

4.2.3 Lac of mobile set Variation

Now a day its a fashion to upgrade the mobile handset. GSM is very popular among the

people so there are huge variations so customer can choose their set from various

products. But CDMA set is not so available in the country, so this is a huge limitation for

Citycell.

4.2.4 Lack of Education

The subscribers are not educated enough to handle sophisticated CDMA mobile handsets

effectively. Thats why proper knowledge is essential to handle these mobile sets.

4.3 Opportunities


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4.3.1 Advanced Technology

Since CDMA technology is the latest in the wireless telecommunication industry and most

effective one, it is yet to find new potential in the short future.

4.3.2 Secured Data Transfer

Secured data transfer means Citycell has the potential to be the leading player once m-

commerce took off.

4.3.3 Data Service

Citycell providing high speed data service in the present mobile internet market in

Bangladesh. If they can manage to keep the service quality, they can get a strong user

base for this service which will lead Citycell towards a leading mobile Data/Internet service

provider.

4.3.4 Leader ship in Telecommunication Services

Bangladesh government has already started to provide license to private sectors to set up

land phone. With full nation wide coverage and a huge capital it is possible to become the

market leader forCitycell.

4.4 Threats

4.4.1 Global CompaniesIn India global companies like AT&T of the United States and in Eastern Asia Vodaphone

of the United Kingdom is working well. They might think to enter Bangladesh collaborate

with other operator with higher capital. If so it will be a huge threat forCitycell.

4.4.2 Current Threat

Grameen Phone, Aktel, Banglalink, Warid and Teletalk are now operating business in

Bangladesh. This is a very competitive industry and those who will take the competitive

edge then that company will get the benefit. These companies are implementing 3G

technologies very soon and the Aktel has sold his partial shares to a new Multinational

company which will come with more new benefits services in the market. So these

companies are also a threat for Citycell.

5.0 COMPETITIVEADVANTAGESOFCITYCELL


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As the only CDMA Mobile Telecom Company in Bangladesh, Citycell has some advantages

to get a strong subscriber base. Some specific features those will attract the customer to

use Citycell

5.1 Keeping the Simplicity

Citycell can manage to create awareness of the simplicity of their service naming Citycell

One

5.2 Lower Call Rate

Citycell is offering the lower call rate among its customer at taka 0.25, which has created a

huge impression in the lower income base customers.

5.3 Lower Connection Fees

Citycell offers connections with some nice handsets at lower rate between BDT 1300 to

BDT 10450.

5.4 High Speed Mobile Internet

Citycell offering prepaid and post paid high speed mobile internet named ZOOM. Its already

managed to create a brand awareness in Bangladeshi mobile internet sectors.

5.5 Strong Network Coverage

Citycell has established its network coverage all over the country including 64 districts.

5.6 Crystal Clear Sound Quality

The call conversation sound quality of Citycell is best in Bangladesh, due to its most

modern technology, CDMA.

Why Grameenphone is the market leader right now in Bangladesh? To answer that

question I have made a questionnaire and filled the form by knocking 40 people. And their

answer is given in a diagram.

Model


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Q.1 Do you use any mobile phone (if yes please go to Q. 2.0)

(yes / no)

Q.2 If no, which operator you want to select? (Select different operator selection

reason)

Grameenphone ( ) , AKTEL ( ), Banglalink ( ), Warid ( ), Citycell ( ), Teletalk ( )

Q.2.0 Which operator you are using

Grameenphone ( ) , AKTEL ( ), Banglalink ( ), Warid ( ), Citycell ( ), Teletalk ( )

Q 2.1 If Grameenphone, why?

Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( )Others

Q.2.2 If AKTEL, why?


Q.2.3 If Banglalink, why?


Q.2.4 If Warid, why?


Q.2.5 If Citycell, why?


Q. 2.6 If teletalk, why?

Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( )

Others

Q. 3 What do you think about your desired operator should emphasize in near future?


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The above questionnaire was filled by 40 personnel after that I have analysis the report on

the current market base.

0% 50% 100%

66 % out of 100%(sample size) Grameenphone users mentioned they use Grameenphonefor better network, and also they are using this number (others) for a long time and for thatreason they can not leave it. And also mentioned they should cut off the call rate.

0% 50% 100%

18% out of 100% (sample size) Banglalink users mentioned they use Banglalink because ofthere low call rate, and advertisement, and they also mentioned that Banlglalink should

make their network more stronger.

0% 50% 100%

7% out of 100% (sample size), AKTEL users mentioned they use AKTEL because of theirlow call rate. And also mentioned they should do some advertisement.

0% 50% 100%

5% out of 100% (sample size) Citycell users mentioned they use Citycell because of theirlow call rate, and also 25 paisa offer to onnet (citycell 2 citycell), and strong network, andthey also mentioned citycell must do some advertisement, and build the best networksystem

Rest of the percentage 4 % remains with Warid, Teletak, they have alternative choices,they rapidly change their numbers. Often to the best offer.


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COMPARISONOF CDMA AND GSM

TECHNOLOGY

Citicel Full

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