Executive Summary

This report is assigned by M. Shahab Uddin, lecturer, Faculty of Business, Northern

University Bangladesh, to get a view of Grameen Phone’s products that offer in
Bangladesh. It gives the clear understanding to Grameen Phone’s products. The base of
this report is the service marketing mix of Grameen phone. The report has been
developed basically on secondary data.

Grameen Phone is the first leading cell phone companies in Bangladesh. Grameen Phone
launched its service on the Independence Day of Bangladesh in March 26, 1997.
Grameen Phone’s Global System for Mobile or GSM technology is the most widely
accepted digital system in the world. It is a join venture company.

Grameen Phone believes in service, a service that leads to good business and good
development. Telephony helps people work together, raising their productivity. This gain
in productivity is development, which in turn enables them to afford a telephone service,
generating a good business.

Grameen Phone offers a number of products and value-added services to its valued
subscribers. The number of subscribers of these products is more than one(01) core. In
Pre-Paid, the number of subscribers is 80,00,000 and in Post-Paid is more than 20,00,000.
No other companies have such as huge subscribers in Bangladesh. Grameen Phone offers
their products not only to individual subscriber but also to usiness organization through
corporate line. It is high quality and fully integrated telecommunication service for the
business entities. The network of Grameen Phone covered in Bangladesh is 64 Districts
and 460 Upazilas.

For their unique services and products, the market of Grameen Phone for cell phone is the
peak position in Bangladesh.
 TABLE OF CONTENTS

EXECUTIVE SUMMERY

1. INTRODUCTION
1.1 ORIGIN OF THE REPORT
1.2 PURPOSE OF THE REPORT
1.3 SCOPE
1.4 LIMITATIONS
1.5 HISTORICAL BACKGROUND
1.6 SOURCE AND METHODS OF COLLECTING DATA
1.7 DEFINITION
1.8 Report PREVIEW
2. over View of GrameenPhone
2.1 THIS IS GRAMEEN PHONE
2.2 THE PURPOSE
2.3 THE STRATEGY
2.4 THE PEOPLE
2.5 THE TECHNOLOGY
2.6 THE SERVICE
2.7 THE RESULT
2.8 ORGANIZATIONAL STRUCTURE
2.9 SHARE HOLDERS OF THE GRAMEEN PHONE
2.10 Telenor Mobile Communications AS
2.11 GRAMEEN TELECOM
2.12 GP CUSTOMER SERVICE POINT
2.13 GP CUSTOMERE CENTER NOW OPENS EVERYDAY
2.14 GRAMEEN PHONE CROSSES 01 CORE SUBSCRIBERS MARK

3. ACTIVITIES
3.1 VALUE ADDED SERVICES

4. PROBLEM IDENTIFICATION AND RECOMMENDATION

4.1PROBLEM IDENTIFICATION
4.2 RECOMMENDATION
5. CONCULATION
 Chapter- 2

2.1Over View of GrameenPhone

This is GrameenPhone

• November 28, 1996: GrameenPhone was offered a cellular license in Bangladesh

by the Ministry of Posts and Telecommunications
• March 26, 1997: GrameenPhone launched its service on the Independence Day of
Bangladesh
• After ten(10) years of operation, GrameenPhone has more than 1(one) core
subscribers as of July 2007.

The Purpose

GrameenPhone has a dual purpose: to receive an economic return on its investments and
to contribute to the economic development of Bangladesh where telecommunications can
play a critical role. This is why GrameenPhone, in collaboration with Grameen Bank, is
aiming to place one phone in each village to contribute significantly to the economic
uplift of those villages.

The Strategy

GrameenPhone’s basic strategy is coverage of both urban and rural areas. In contrast to
the “island” strategy followed by some companies, which involves connecting isolated
islands of urban coverage through transmission links, GrameenPhone builds continuous
coverage, cell after cell. While the intensity of coverage may vary from area to area
depending on market conditions, the basic strategy of cell-to-cell coverage is applied
throughout GrameenPhone’s network.

The People

The people who are making it happen – the employees – are young, dedicated and
energetic. All of them are well educated at home or abroad, with both sexes (genders) and
minority groups in Bangladesh being well represented. They know in their hearts that
GrameenPhone is more than just about phones. This sense of purpose gives them the
dedication and the drive, producing – in about three years – the biggest coverage and
subscriber-base in the country. GrameenPhone knows that the talents and energy of its
employees are critical to its operation and treats them accordingly.
 The Technology

GrameenPhone’s Global System for Mobile or GSM technology is the most widely
accepted digital system in the world, currently used by over 400 million people in 150
countries. GSM brings the most advanced developments in cellular technology at a
reasonable cost by spurring severe competition among manufacturers and driving down
the cost of equipment. Thus consumers get the best for the least.

The Service

GrameenPhone believes in service, a service that leads to good business and good development.
Telephony helps people work together, raising their productivity. This gain in productivity is
development, which in turn enables them to afford a telephone service, generating a good
business. Thus development and business go together.

The Result

By bringing electronic connectivity to rural Bangladesh, GrameenPhone is delivering the

digital revolution to the doorsteps of the poor and unconnected. By being able to connect
to urban areas or even to foreign countries, a whole new world of opportunity is opening
up for the villagers in Bangladesh. Grameen Bank borrowers who provide the services
are uplifting themselves economically through a new means of income generation while
at the same time providing valuable phone service to their fellow villagers. The telephone
is a weapon against poverty.
Organizational Structure
 Shareholders of GrameenPhone

The shareholders of GrameenPhone contribute their unique,in-depth experience in both

telecommunications and development.

The international shareholder brings technological and business management expertise

while the local shareholder provides a presence throughout Bangladesh and a deep
understanding of its economy. Both are dedicated to Bangladesh and its struggle for
economic progress and have a deep commitment to GrameenPhone and its mission to
provide affordable telephony to the entire population of Bangladesh.

Telenor Mobile Communications AS

Telenor AS is the leading Telecommunications Company of Norway listed in the Oslo

and NASDAQ Stock Exchanges. It owns 62% shares of GrameenPhone Ltd. Telenor
have played a pioneering role in development of cellular communications. It has
substantial international operations in mobile telephony, satellite operations and pay
Television services. In addition to Norway and Bangladesh, Telenor owns GSM
companies in Denmark, Austria, Hungary, Russia, Ukraine, Montenegro, Thailand and
Malaysia. It has recently started a mobile phone operation in Pakistan.

Telenor uses the expertise it has gained in its home and international markets for the
development of emerging markets like Bangladesh.

Grameen Telecom

Grameen Telecom, which owns 38% of the shares of GrameenPhone, is a not-for-profit

company and works in close collaboration with Grameen Bank. The internationally
reputed bank for the poor, has the most extensive rural banking network and expertise in
microfinance. It understands the economic needs of the rural population, in particular the
women from the poorest households. Grameen Telecom, with the help of Grameen Bank,
administers the Village Phone Program, through which GrameenPhone provides its
services to the fast growing rural customers. Grameen Telecom trains the operators,
supplies them with handsets and handles all service-related issues. Grameen Bank
currently covers more than 91,000 villages which are serviced by 1326 bank branches
(December’ ‘06) all over the countryside. At the end of the year, the bank had 3.78
million borrowers, 95 percent of whom were women.

Grameen Telecom’s objectives are to provide easy access to GSM cellular services in
rural Bangladesh, creating new opportunities for income generation through self-
employment by providing villagers with access to modern information and
communication based technologies.

GP customer service points

As part of GrameenPhone’s effort to make customer service more widely available

around the country, the company has established 230 customer service points, covering
most of the important districts and other areas.

Among them 202 are newly opened GrameenPhone Service Desks (GPSD). These
GPSD's are situated in 61 districts.

This would enable the valued GP subscribers to avail after-sales services much nearer to
their homes than before, reducing their travel time and cost considerably. The GP Service
Desks are located in some of the existing GrameenPhone point of sales outlets and
remain open from 10am to 6pm from Sunday to Thursday.

The GPSDs are providing after-sales services like SIM replacement, reconnection,
migration, address change, itemized billing, unbarring/ payment information and also
provide information on GP products, features and services.

In addition, GrameenPhone already has eight large Customer Management Centers in

operation in Dhaka, Chittagong, Sylhet, Rajshahi and Khulna (open 7 days a week, from
8 am to 8 pm).

GP Customer Centers now open everyday

The GrameenPhone Customer Centers from now onwards will remain open every day of
the year including all public holidays. This will make GP’s after-sales services more
available for the valued subscribers.
At the same time, the working hours of the GP Customer Centers has also been extended
from 8 am to 8 pm every day.

The GP Customer Centers are providing after-sales services like SIM replacement,
reconnection, migration, address change, itemized billing, unbarring/ payment
information and also provide information about GP products, features and services.
GrameenPhone presently has eight Customer Centers around the country. Among them,
four centers are in Dhaka (Gulshan, Motijheel, Dhanmondi and Uttara) and the remaining
four are situated in Chittagong, Khulna, Rajshahi and Sylhet.

In addition, GrameenPhone has also established 202 service desks in 52 districts around
the country which also provide after-sales services. These GPSDs are located at some of
the existing GP points of sales and are open from 10am to 6pm from Sunday to Thursday.

GrameenPhone is always striving to provide better services to its valued subscribers and
these new efforts will make the GP after-sales services more widely available.

Grameen Phone crosses 1(one)core subscriber mark

GrameenPhone Ltd., the largest telecommunications service provider in Bangladesh, has

recently crossed the 1(one)core subscriber-mark milestone. The company more than
doubled its subscriber-base during the first 10 months of the current year. GP started the
year with nearly 2.4 million subscribers, reached 3 million in March and 4 million users
only in September. The Eid Sales Campaign in October received very good response
from the market. EASY pre-paid, EASY Gold, djuice, smile and other post-paid products
were offered at very attractive prices. The sales campaign generated huge demand for the
GP products. “This is a remarkable achievement, considering we only had 4 million users
in September,” observed Erik Aas, the Managing Director of GrameenPhone. “All our
customers appreciated the major tariff reductions from early October, and combined with
the successful Eid campaign, we have seen a huge demand for all of the GP products”. “I
welcome each and every one of the new GP users and thank them along with the existing
valued subscribers for making GrameenPhone their preferred mobile phone service
provider,” the GP MD added. “GrameenPhone, on its part, is committed to maintain a
quality network and provide good service.” Erik Aas also thanked the GP employees for
their hard work and dedication towards the company. “Credit for this achievement goes
to all members of the GP Family. We have significantly strengthened our coverage across
the country, as well as our regional operations and customer service. We are now seeing
good results from these efforts. GrameenPhone presently commands 62 percent of the
mobile phone market in the country. It has built the largest network with the widest
coverage. Nearly 100 percent of population has now been brought under the coverage of
the GP network, which covers 436 upazilas of 64districts.

2.2.Market Segmentation and Others

Products & Services

GrameenPhone offers a number of products and value-added services to its
valued subscribers.

These attractive products and services are designed to cater to the needs of
the individual subscribers. There are seven products currently being offered
by GrameenPhone. The products are:

 GP Regular
 GP National
 Anytime 300
 Anytime 500
 The Village Phone
 EASY GOLD
 EASY Pre-paid
 Djuice
 The Tree of Products & Services Segmentation of
GrameenPhone

GrameenPhone

Pre-Paid Post-Paid

EASY GOLD Djuice EASY Pre-paid

The Village Phone GP Regular GP National Anytime 300 Anytime 500

 EASY Gold
Easy Gold is a pre-paid product with BTTB (Local, NWD and ISD) connectivity. You
can connect to all mobiles and BTTB lines. It has the network mobility feature, with
which you can move around the country with your GP mobile phone (within the GP
coverage area).

Easy Gold Package includes

Handset and Starter kit with SIM card.

Documents you need to store carefully:

• Subscription form (Subscriber's Copy)

• Money Receipt
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK)
• Warranty Card of Handset

Activation of your Connection

Easy Gold Prepaid SIM card is by default activated. To start using the phone, at first,
charge your GP Easy Gold Prepaid account with an Easy Scratch Card.
 EASY Pre-Paid
Easy Pre-paid is a pre-paid product with mobile-to-mobile connectivity. You can make
and receive calls to and from all mobiles (within GP coverage) using EASY Pre-paid. It
has network mobility feature, with which you can move around the country with your GP
mobile phone (within GP coverage).

Easy Pre-paid Package includes

Handset and Starter kit with SIM card.

Documents you need to store carefully:

• Subscription form (Subscriber's Copy)

• Money Receipt
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK)
• Warranty Card of Handset

Activation of your Connection

Easy Prepaid SIM card is by default activated. To start using the phone, at first, charge
your GP Easy prepaid account with an Easy Scratch card.

Djuice
Djuice is a pre-paid product with mobile-to-mobile connectivity. You can make and
receive calls to and from all mobiles (within GP coverage) using Djuice. It has network
mobility feature, with which you can move around the country with your GP mobile
phone (within GP coverage). GrameenPhone are looking for young Generation by
Djuice.
 Djuice Package includes
Handset and Starter kit with SIM card.

Documents you need to store carefully:

• Subscription form (Subscriber's Copy)

• Money Receipt
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK)
• Warranty Card of Handset

Activation of your Connection

Djuice SIM card is by default activated. To start using the phone, at first, charge your
Djuice account with an Easy Scratch card.

Some extras facility for EASY GOLD, EASY Pre-

paid and Djuice

Optional Features
 My Easy: (will enable you to call one GP number for only Tk.3/min for 24
hrs).
 My Time: (will enable you to call any GP number for only Tk.3/min form
6 am to11 am or 12 pm to 5 pm)
 My Choice: Will enable you to call any GP number for only Tk. 4.50/min.

Free Supplementary Features:

 • Caller ID*(It allows GP subscriber's to view the caller's ID before answering the
call).
• Call Divert: It allows you to divert the incoming calls to your voice mail-box.
• Call Conference: This feature allows you to connect 10 people within a single
conference call. The participants can be living miles apart, they may have
different types of phones, but call conferencing will bring them together. One
person can add a maximum of four people in a conference call.

• Call Waiting: It enables you to receive a second call while you are online with
another call. When your Call Waiting feature is activated (on your handset), you
will be usually notified by a short beep sound. You can then either reject the
second call or put the first caller on hold, talk to the second caller and then return
to the first call. You can keep a maximum of three callers on hold while making
another call.

• Call Forwarding: It allows you to forward the incoming calls to any mobile
number if you are not within the GP coverage area or do not want to receive the
call.

• Call Barring: This feature gives you the option of restricting different types of
calls. You can choose to bar all incoming calls, all outgoing calls, or all
international calls. Using this feature, you can protect your cell phone from
unwanted usage.

Pre-Paid Services:
GrameenPhone is proud to be the first mobile service provider in Bangladesh to introduce
the unique Pre-Paid service which is renowned as EASY. EASY gives you the freedom
to use your mobile within your budget and keeps you away from billing formalities e.g.
receive/payment of regular monthly bills etc. GP has 2 EASY products at present; EASY
with mobile-to-mobile and EASY GOLD with BTTB outgoing & incoming facility.

Both the products, EASY and EASY GOLD have network mobility feature which helps a
subscriber to move around where GP has its coverage. A Pre-Paid subscriber can also
enjoy GP’s Value-Added Services like Text Mail (SMS), Voice Mail (VMS), WAP and
other Information Services. A subscriber needs to recharge his/ her account with EASY
scratch cards to make and receive calls and to enjoy GP’s Value-Added Services.

Activation
EASY Pre-Paid and EASY Gold subscriptions are Pre-activated e.g. you can use the SIM
right after you purchase it from the GP authorized dealer or agent. Simply recharge the
account with a new scratch card (EASY Card) and start using your EASY subscription!

Easy Hour
For EASY and EASY Gold, the peak hours are between 6 A.M. to 12 A.M. daily. Hours
between 12 A.M. and 6 A.M. are Easy or off-peak hour. A reduced airtime rate of Tk. 3
per minute is charged during Easy hour.

My EASY Number for EASY & EASY Gold

All Pre-Paid subscribers can avail one GP mobile as My EASY number, outgoing calls to
which will be charged at Tk. 3 per minute 24-hours a day. To get the facility, first choose
one GP number of your choice. Then send the GP number through SMS at 2888 from
your mobile. The number will be activated as My EASY number within 72 hours and you
will get a confirmation message in your mobile. You can change My EASY number, if
needed, after every two months.

Account Recharge
* 555 * Hidden Number # and press SEND to recharge your EASY account. Within a
short time, you will see a confirmation message on the mobile phone screen. You can
also call 555 and follow the step-by-step procedure.

Note: If a subscriber makes 3 wrong attempts to ‘Recharge’ his/ her account, the
Recharge Center will be blocked automatically for the following 6 hours. In order to
avoid such situation, please follow the procedure carefully and input the correct hidden
numbers only, while recharging the EASY account.

Account Balance
* 566 # and press SEND to get EASY account balance information. Within a short time,
you will receive your balance information on the mobile phone screen. You can also call
566 and listen to the account status.

Validity of EASY Scratch Card

Validity of an EASY scratch card depends on the value of that scratch card. For instance,
a Taka 10 scratch card has a 31-day validity period and a Taka 300 scratch card has 2-
years validity period after recharge. Moreover, GP pre-paid subscribers will not be able
to receive incoming calls and messages from any mobile after the expiry of validity
period. When the validity period is over, your mobile will be inactive for making and
receiving calls. But you will be able to recharge your account.
Expiry of EASY service
If the account is not recharged with a new scratch card within six months (180 days) after
the validity period of the last EASY card ends, then the account will be expired and
permanently deleted from the system without any further information.

EASY Benefits at a glance

• Uninterrupted service up to full 31 days (For EASY Card worth of Tk. 300) or 62
days (For EASY Card worth of Tk. 600) after recharging the EASY Card
• 50% reduced call charge during Off-peak hours e.g. from 12 A.M. to 8 A.M.
• Benefits of lower charge after 2nd minute during Peak Hours e.g. Tk. 4/min from
3rd minute onwards during peak hour
• 50% reduced call charge 24-hours a day for MY EASY number (pre-selected GP
mobile)
• Even if there is “0” Balance remaining, subscriber can continue to get the
incoming call facility from mobile phone only, even after 7 days of the end of the
validity period of the card e.g. 31 days for EASY Card worth of Tk. 300 or 62
days for EASY Card worth of Tk. 600
• The remaining balance is carried forward to the next EASY Card even after the
validity period of a EASY card expires (31/62 days).e.g. the last balance (only
money) will be added to the new EASY Card value( if any).
• Pre-Paid subscribers can avail SMS, Voice Mail, WAP, Network Mobility, EASY
Hour, My Easy Number etc. facility

Free Supplementary Features

DISPLAY OF CALLING NUMBER

Display of calling number (Caller ID) means that the phone number of the caller will be
displayed* to the person being called before he/she answers the call

* Caller ID of the called person may not be seen due to technical reason/ personal
preference

CALL DIVERT/ FORWARD

It allows EASY Pre-Paid and EASY Gold subscribers to divert the incoming calls to the
Voice Mail Box. Please refer to the Information on Value-Added Services: Voice Mail
Service for further details.
 FlexiLoad
With FlexiLOAD reload your pre-paid account with any amount starting from Tk.50 to
Tk.10, 000.

How to reload
To reload your pre-paid account go to any of the nearest GrameenPhone
authorized scratch card retail outlets or points of sale displaying the FlexiLOAD sign.
Choose any amount between Tk.50 to Tk.10,000, make the payment to the retailer , and
the retailer will instantly reload your account from his mobile handset. After a successful
reload, you will receive instant confirmation on your mobile handset through SMS.

Reload amount and validity

Choose from a wide range of reload amounts and validity for reloading your pre-paid
account.
Reload amount Validity Extra incoming
Tk 50-99 3 days None
Tk 100-149 10 days None
Tk 150-199 15 days None
Tk 200-249 20 days None
Tk 250-299 25 days None
Tk 300-399 31 days (1 month) 7 days
Tk 400-499 40 days 7 days
Tk 500-599 50 days 7 days
Tk 600-699 62 days (2 months) 7 days
Tk 700-799 70 days 7 days
Tk 800-899 90 days (3 months) 7 days
Tk 900-999 150 days (5 months) 7 days
Tk 1000-1499 180 days (6 months) None
Tk 1500-4999 180 days (6 months) None

Dictionary
-Words mean a lot if you are into SMS.
Your djuice SIM now has a veritable pool of words to choose from. Get word meanings,
synonyms and antonyms on your djuice mobile.
Just write dic followed by a space and the word (e.g., dic 'word') and SMS to 2233
Likewise, write syn 'word' to get the synonym of a word
Likewise, write ant 'word' to get antonym of a word

Beauty tips

Dress up or dress subtle, beauty tips from the most prominent beauticians are just a finger
tip away!

Write bea and send to 3333 and look special.

Dfoorti
kisu korar thakle or na thakle turn on ur tv for a half an hour of foorti. dfoorti, the djuice
game show, will air its first episode on december 1. watch for fazlami, competitions, and
all-round fun.

debashish biswas will be presenting the show. the star guest for the first episode will be
opi karim.

participants will have to introduce themselves in interesting ways, they will have to get
lucky in a wheel of fortune, there will be other tests of skills and endurance which u’ll
have to wait and see for urself. every episode will have attractive prizes for the winners,
given by the hottest celebrities in town. all participants will get djuice gifts.
so cancel all ur plans for this thursday and every thursday. get a bottle of cold drinks and
a bag of chips, and have the most fun you can have in front of a tv.

Music top chart

Be surrounded by music all the time. The latest billboard and MTV Indian charts are just
an SMS away.

• Write music eng and send to 2777 to get the latest billboard charts
• Write music hin and send to 2777 to get the latest hindi top songs

Movie chart

Movie mania is on. The latest movie top charts are just an SMS away.
Write top 5 eng and send to 3333 for top 5 English movies
Write top 5 him and send to 3333 for top 5 Hindi movies

SMS chat
Chat your heart out with djuice chat service.
Register your name by writing chat "xxxxx" (your preferred name) and send to 2233
through SMS and start chatting.
To initiate Chat write
SMS: chat name
Example: chat Mark
To register name (optional)
SMS: chat reg.
To display Channel list
SMS: chat list
To join a Chat Room/Channel
SMS: join # channel
Example: join # cricket
To leave a Chat Room/Channel
SMS: part # channel
Example: part # cricket
To send a public message to all the member of a Chat Room
SMS: send # channel message
Example: send # cricket hi all
To send a private message to a specific person
SMS: send name message
Example: send mark hi mark
To invite friends (GP User) to a Chat Room
SMS: chat invite member
Example: chat invite 017 xxxxxxx
To end the Chat
SMS: chat off
 GP Regular
GP Regular is a post-paid product with BTTB (Local, NWD and ISD) connectivity. You
can connect to all mobiles and BTTB lines. It has network mobility feature, with which
you can move around throughout the country with your GP mobile phone (within GP
coverage).

GP Regular Package includes

Handset and Starter Kit with SIM card.
Documents you need to store for future reference:

• Subscription form (Subscriber's Copy)

• Money Receipt
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK)
• Warranty Card of Handset

Activation of your Connection

The activation time for the new GP Regular subscription is 72 hours (minimum). The
ISD facility is activated only after address verification by GP authority (mentioned in the
subscription form).
Optional Features
• International Roaming: It will enable you to make and receive calls using the
same GP-Regular number, while you are outside the country (Visit roaming page
for detail information).
• Friends & Family: It will enable you to call up to three GP numbers (activated as
Friends & Family) for only Tk.1.5/min for 24 hrs.
 GP National
GP National is a post-paid product with mobile-to-mobile connectivity and BTTB
incoming facility. You can make and receive calls to and from all mobiles (within GP
coverage area). It has network mobility feature, with which you can move around the
country with your GP mobile phone (within GP coverage area).

GP National Package includes

Handset and Starter Kit with SIM card
Documents you need to store for future reference:

• Subscription form (Subscriber's Copy)

• Money Receipt
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK)
• Warranty Card of Handset

Activation of your Connection

The activation time for the new GP National subscription is 72 hours (minimum).

Optional Features
Friends & Family: It will enable you to call up to three GP numbers (activated as
Friends & Family) for only Tk.1.5/min for 24 hrs.
 Anytime 300
'Anytime 300' is a post-paid product with mobile-to-mobile connectivity and BTTB
incoming facility. Anytime 300 offers a monthly 300 minutes (billed duration) of talk-
time free of charge. It has network mobility feature, with which you can move around
throughout the country with your GP mobile phone (within GP coverage).
Benefits of Anytime 300
• Enjoy first 300 minutes (billed duration) of talk-time per mont free of charge.
• Compared to other post-paid mobile-to-mobile product, you can save up to Tk.
450 every month.
• You don't have to pay any monthly access fee.

Anytime 300 Package includes

Handset. SIM card.
Documents you need to store carefully for future reference:

• Subscription form (Subscriber's Copy)

• Money Receipt
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK)
• Warranty Card of Handset
 Anytime 500
'Anytime 500' is a post-paid product with BTTB (Local/NWD/ISD) connectivity.
Anytime 500 offers a monthly 500 minutes (billed duration) of talk-time free of charge. It
has the network mobility feature, with which you can move around the country with your
GP mobile phone (within GP coverage).

Benefits of Anytime 500

• Enjoy first 500 minutes (billed duration) of talk-time per month free of charge.
• 1 second pulse from the very first minute.
• No monthly access charge

Anytime 500 Package includes

handset and SIM card.
Documents you need to store for future reference:

• Subscription form (Subscriber's Copy).

• Money Receipt.
• Starter kit envelope with Subscriber Identification Module (SIM), Personal
Identification Number (PIN) and Personal Unblocking Code (PUK).
• Warranty Card of Handset.

Activation of your connection

The activation time for the new Anytime 500 subscription is 72 (minimum) hours. The
ISD facility is activated only after address verification by GP authority (mentioned in the
subscription form).

Optional Feature
International Roaming: It will enable you to make and receive calls using the
same Anytime 500 number, while you are outside the country (conditions apply).

For detail information please refer to International Roaming section.

Some extra facilities for GP Regular, GP
National, Anytime 300 and Anytime 500
connection

Free Supplementary Features

• Caller ID*: It allows GP subscribers to view the caller's ID before answering the
call.
• Call Waiting: It enables you to receive a second call while you are online with
another call. When your call waiting feature is activated (on your handset), you
will be usually notified by a short beep sound. You can then either reject the
second call or put the first caller on hold, talk to the second caller and then return
to the first call.
• Call Conference: It allows you to make up to 5 calls (max) at a time and connect
all the calls to make a conference call. This feature is handset dependent.
• Call Divert: It allows you to divert the incoming calls to any mobile number or
BTTB number.
• Call Barring: It allows you to restrict any unauthorized use of your mobile phone
by imposing restrictions on certain types of calls (incoming and outgoing). This
feature is handset dependent.

*For technical reason /personal preference caller ID of the called party may not be visible
on the handset screen.

How to Pay
GP has an extensive bill collection network in cooperation with different banks and
financial institutions. GP subscribers can pay all types of GP charges through these banks
during banking hours. Some of the banks have electronic payment options where
payment can be made at any convenient time.
Payment Method Description
Bill Copy Can pay bill through the bill copy in GP enlisted banks.
Deposit Slip Can pay bill, security deposit, and other fees through GP deposit
slips available in banks.
ATM GP subscribers having Standard Chartered ATM, Dutch Bangla
Bank ATM, or Credit Card (Auto Debit), VANIK Card (Auto Debit)
and ETN E-Cash Card can pay their local bills through ATM
machines & the respective cards
Auto BillsPay Standard Chartered account holders can avail the facility of 'Auto
BillsPay'. The mentioned services require prior arrangement with
respective bank & card authority.
EASYPAY HSBC has 24-hours 'Easy Pay' service for GP subscribers to pay
their bills.
Internet banking Offered exclusively for GP subscribers by Dutch Bangla Bank Ltd.,
Eastern Bank Limited and Commercial Bank of Ceylon.
 After Sales Service for all GP
customers
We have the following after Sales Service for our valued all subscribers at present:

• In case a Phone/SIM card Lost or stolen

• Reconnection (if the Lost or stolen phone/SIM card is found)
• SIM Replacement

It is necessary to submit the original subscription form (subscriber’s copy) to avail the
After Sales Service for all subscription. Therefore, preserve the subscription form
(subscriber’s copy) in a confidential and secure place.

Transfer of Ownership
To Transfer the Ownership of a subscription, presence of both the transferor and
transferee are required at any of our Customer Relations Centers. Necessary requisites
are:

• Two copies (each) of passport-size photographs of both the transferor and

transferee
• The original subscription form along with purchase money receipt
• Transferor needs to fill up a Transfer Certificate with valid signature
• Transferee needs to sign up a new Application Form
• Bank deposit slip after paying the Transfer of Ownership Fee of Tk. 600 *
• Transferor should pay the last bill and the current usage
• Corporate Customers need to fill up the Transfer Certificate Form along with new
Application Form with signature and company seal (they can collect the forms by
submitting a forwarding letter to the Customer Relations Center)
• The transferor (corporate) needs to assign one authorized person who has the
signing authority
• A procurement letter on company letterhead while a corporate taking a connection
from private/ corporate
• A clearance certificate on company letterhead while transferring a connection of a
corporate customer to an individual to be signed by the Managing
Director/Chairman of the company with company seal

Please note the following

Transfer of Ownership Fee is Tk. 600 * including 15% VAT. Time frame is 3 working
days after verifying the signature of the transferor. In case the original subscription form
is lost, transferor needs to submit a duplicate subscription form. Additional services like
International Roaming, WAP, Itemized bill etc. should be cancelled prior to the Transfer
of Ownership. GrameenPhone reserves the right to verify the authentication of the
documents submitted at the time of transfer for both individual and corporate transfers to
avoid further disputes that might arise. For the convenience of the transferee it is
requested that the transferor is available till the completion of the transfer process (till the
subscription has been transferred to the transferee’s ownership).

* Subject to change

Lost Phone
In Case a Phone/ SIM Card is Lost or Stolen
In case a GP subscription is lost or stolen by any means, immediately inform us in
writing through our Fax numbers 9882948, 9882949, 9882950 or 9882951 mentioning:
Subscriber’s mobile number, name and address
The reason & request for temporary suspension
Contact number
Signature of the subscriber (as singed on the original subscription form)

Please contact Customer Relations Hotline 122 or PABX 9882990 for further query or
assistance. The service shall be suspended/ barred on receiving/ verifying the particulars.
However, GP will not be responsible for a lost/ stolen or any subsequent fraudulent use of
the mobile phone/ SIM card unless the subscriber follows the procedure above.

Restoration Process for a Lost or Stolen Phone/

Sim
If the lost/ stolen EASY Pre-Paid or EASY Gold mobile phone/ SIM card is found, please
inform us in writing with your valid signature (as signed on the subscription form) and a
copy of the subscription form to reconnect the subscription. The service shall be restored
upon signature verification. In case the mobile phone/ SIM card is not found, you need to
collect a new SIM card against the subscription through SIM Replacement procedure.

Please collect a new SIM card and recharge the account before the expiry period of the
account (within 6 months after the validity period of the last EASY scratch card).

A subscription might undergo the process of permanent disconnection if it remains

inactive for more than three months (90 days) period.

SIM Replacement
In case a subscription is lost/ stolen (not found) or the SIM card gets disabled or damaged
for any reason, then the subscriber needs to purchase a new SIM card against his/ her
subscription.

Necessary Requisites
• Contact your nearest GP Customer Relations Center with the original
Subscription Form
• Fill in the SIM Replacement Form with valid signature (as signed on the
subscription form)
• The SIM Replacement Fee is Tk. 150* (15% VAT inclusive)

Please note the following

The SIM Replacement Fee will be reflected in the following month’s bill. The
outstanding amount (bill + current usage) needs to be within the prescribed credit limit as
per GP credit policy or to be settled before collecting a new SIM card. Activation of the
new SIM card is subject to signature verification and may take 72 working hours.

* Subject to change
 2.4 Value Added Services for all
Kind Customer
SMS (Short Message Service)
With this service, you can receive and send Text Messages (a maximum of 160
characters per message) to any other GP or others operators and to foreign operators'
(international) mobiles as well (conditions apply).

How to activate SMS

The GP Short Message Service Centre (SMSC) number is +88 017 0000 600 and it is by
default stored in your SIM card. If your handset is configured with any other SMSC
number, then please reset your SMSC number as +88 017 0000 600.

SMS Push-Pull Services

With Push-Pull service, you can enjoy more than 160 contents (Ex: Usage Info, Payment
Status of last bill, Sports news, Emergency numbers, Restaurants, Airline and Railway
timing, travel info etc.).

For example, to know the contact numbers of taxi cab companies:

• Go to the message option of your handset

• Write 'taxi'.
• Send the SMS to 2000.
• You will receive the list of taxi cab company numbers in return.

Voice Mail Service (VMS)

VMS works like an answering machine. When you are not available or outside the
coverage area or simply busy, the caller can leave a message in your voice mailbox,
which you may listen or retrieve at your convenience.
 How to Activate VMS
• Please call GP Customer Relations Hotline 122 (24 hrs) to activate your Voice
Mail Service.
• After activation (min 72 hrs), you may divert the incoming calls to 100 (voice
mail box number).
• To listen or retrieve your voice mail, dial 101 from your mobile phone.
• You can also record your customized welcome message. For details, please call
GP Customer Relations Hotline (122) from your mobile phone or follow the
instructions by dialing 101.

GrameenPhone Voice SMS

Voice SMS is new service for GP customers. With this service, you can receive and send
Voice Messages to any other GP or other operators and to foreign operators'
(international) mobiles as well (conditions apply).
 How to send and listen Voice SMS.
Send Voice SMS in any language to your near and dear ones.

How to send a Voice SMS:

Dial *017xxxxxxx (your desired number)

Only Tk.2.5/Voice SMS

How to listen a new Voice SMS:

Dial *0* (absolutely free)

How to listen a old Voice SMS:

Dial *1* (only Tk.1/minute)

• You can send Voice SMS of 30-second duration.

• Not handset dependant
• Applicable for all GP pre-paid and post-paid subscribers

Fax and Data

This service enables a GrameenPhone subscriber to send/receive fax and data through
their handsets by connecting to a PC/Laptop. Currently, this service is offered to
corporate clients only.

GrameenPhone EDGE
GrameenPhone brings you EDGE (Enhanced Data Rates for Global Evolution), an
advanced mobile technology which enables high-speed mobile Internet and data services.

Up to 8 Times Faster Than GPRS

Benefits of EDGE
With EDGE, you can . . .
• Get Internet access any time, remain connected all the time wherever you are, and
have a great Web surfing experience
• Surf the Internet with super-fast speed from your handset
• Browse contents more easily on your mobile phone
 • Send and receive e-mails through your mobile phone
• Send and receive multimedia (pictures, sounds) messages
• Download better quality content: high-quality ring tones, wallpapers, songs,
movie clips, videos, animated logos, and themes that let you customise your
handset in many ways.
• Receive telephone calls even while browsing. Once the call ends, your data
transfer will resume automatically.
And lots more…
Note: GPRS handset users will also be able to enjoy these services.

What do I need to use EDGE?

You'll need an EDGE/GPRS and MMS-enabled handset to send and receive MMS,
connect to the Internet and download content. Your handset must also be configured to
the GrameenPhone EDGE Network

What are the EDGE services?

We are offering the following services:
• Web surfing (yahoo, google, etc.)
• Send and receive MMS (pictures, sounds, video clips, text)
• Download games, animations, wallpapers, video and audio clips, polyphonic
tones, true tones, themes, color logos etc.
In addition, you can also use your handset as a dial-up modem. To use your handset as a
modem, please visit www.grameenphone.com or www.djuice.com.bd for details.

Available Packages
Two types of packages are available. Package 1 (P1) is Pay-as-you-go. It is available for
both Pre Paid and Post Paid subscribers. There are no monthly fees. There is a charge for
browsing/downloading. In the case of content download, charge includes both price of
content and charge for downloading.

Package 2 (P2) is only for GP Post Paid subscribers. Subscribers only have to pay a fixed
monthly fee for unlimited browsing in a month. They will only have to pay for content
download when those are downloaded.

SMS-based settings for EDGE*

• WAP Settings:
§ To obtain WAP settings through SMS, please send following SMS to 8080 –
WAP <Handset Name> <Model Number>. Please save the reply SMS with
PIN 1234, if required. For example, for Nokia 3220, write “WAP Nokia
3220”
• MMS Settings:
§ To obtain MMS settings, please send following SMS to 8080 – MMS
<Handset Name> <Model Number>. Please save the reply SMS with PIN
1234, if required. For example, for Nokia 3220, write “MMS Nokia 3220”
 • Internet Settings:
§ To obtain Internet settings, please send following SMS to 8080 – Internet
<Handset Name> <Model Number>. Please save the reply SMS with PIN
1234, if required. For example, for Nokia 3220, write “Internet Nokia 3220”

The subscribers need to send three separate SMS for each setting, that is, for WAP or
MMS or Internet.

* Some handsets do not support SMS-based settings which need to be configured

through manual settings.

5.5.8.MMS (Multimedia Messaging Service)

Now you have a new, exciting way of sharing messages. With MMS you can customise
your message with a variety of contents like pictures, audio and video clips (up to 100
KB), animations, music and of course, text. Share pictures of yourself, your friends and
family, the places you visit. Send that important flowchart or presentation that your boss
needs right away. If your handset supports it, you can also send video clips – like that
excellent cover drive your favorite batsman has just played. If you don't have a camera
phone, don't worry. We have loads of pictures, animations and clips that you can
download on your handset and use.

5.5.9. How do I send an MMS?

Sending MMS is easy. Just follow these steps (may vary according to handsets):
1. Go to "messages" menu
2. Select "multimedia messages"
3. Select "create message"
4. Write your message. Then click "option"
5. Select "insert image", open the images file and select picture
6. Select "insert sound", open sound file and select audio file
7. You can insert more slides if you want
8. After confirmation, select "options"
9. Select "send to number" or
10. You can also send MMS to an e-mail by selecting “send to e-mail” option in your
handset. You can send e-mail to yahoo, hotmail, gmail, etc.
Note: Total message size has to be within 100 KB.
 How do I visit Web sites?
You need an EDGE/GPRS enabled phone to browse the Internet. You also need to
activate EDGE for access. Once your phone is configured and activated for EDGE, you
can start surfing right away.

Following is a list of Web sites that you can browse through your handset. These are
WAP sites or mobile sites specially designed for mobile devices. You may not be able to
access some sites that are not WAP-compatible.

http://wap.gpsurf.net/gp
http://mobile.yahoo.com
http://mobile.google.com
http://mobile.msn.com (for hotmail)
http://wap.cricket-online.org
http://wap.ft.com
http://www.bbc.co.uk
http://wap.cricketonly.com
http://wap.livescore.com
http://wap.hollywood.com
http://wap.dhl.com
http://mobile.fedex.com

How do I download content?

1. On your handset, go to "Services" and select
2. The default home page is the GrameenPhone WAP Portal <http://wap.gpsurf.net/gp>
3. Once there, you'll find options to download ring tones, wallpapers, animation and
much more
4. Select the type of content you want to download and open
5. You'll find a list of contents there. Select
6. You'll find the content information with price. Press "download"
7. You'll have the option of saving the content or canceling it
Note: Successful operation after download depends on handset compatibility to the
downloaded content

How do I know that I'm connected to the EDGE

network?
Depending on the handset, an icon/indicator will appear (it may be an inverted dark
triangle if Ericsson, "|GPRS|" signal if Siemens, or a "G" if Nokia) indicating that you're
connected to the EDGE/GPRS network. Also, one must be a subscriber to an
EDGE/GPRS network such as GrameenPhone and have his/her EDGE service activated
with that network.
 Coverage Area
Currently we're covering Dhaka & Chittagong metropolitan and surrounding areas.
However, we'll offer this service all over Bangladesh by end of 2005.

List of Contents Offered

Contents
1 Poly tones
3 True tones
2 Wallpaper
4 Animation
5 Color Logo
6 j2ME Games
7 Video Clips
8 Themes
In addition, we are also providing MMS (Multimedia Messaging Services).

Wireless Application Protocol (WAP)

This is a tool to access WAP-enabled information from the Internet through GP mobile
phones. You can also access your yahoo e-mail account through GP WAP service.

How to Activate WAP

• Visit GP Customer Relations Center with the subscription form (Subscribers
Copy).
• Sign the GP-WAP form.
• Customer Relations Division will activate your SIM card with Data Facility
(minimum 72 hours).
• Require a WAP enabled handset to avail the service.

For details of handset configuration, please send an e-mail to wap@grameenphone.com

News Service (2221/2222)

This is a news broadcasting service jointly provided by Prothom Alo and The Daily Star.
A subscriber can call 2221 (Bengali)/2222 (English) from his/her GP mobile phone and
listen to the latest news highlights.

Channel-I Program Schedule (2525)

2525 is a Channel -I Program schedule service. A subscriber can dial 2525 from his/her
GP mobile phone and listen to Channel I program (daily) highlights.
 Channel-I GP Information Services
(2626)
2626 is Channel -I and GP information service whereby a subscriber can avail
information on news, events of the day, transport schedule and horoscope.

Event Based Sports Update (2002)

This is an event based Sports Update service. In respect to special sport's events (For ex.
international and national Cricket events), GrameenPhone updates the latest news, which
can be accessed by dialing 2002.

Iftar and Sehri Timing (1515)

During the month of Ramadan, a subscriber can listen to the timing of Iftar and Sehri in
Dhaka and adjacent areas.
 Chapter 3
3.1 Analysis of the service marketing mix:
 Product element: It includes both core and supplementary products that
GP offers.
There are seven core products currently being offered by GrameenPhone. The products
are:

 GP Regular
 GP National
 Anytime 300
 Anytime 500
 The Village Phone
 EASY GOLD
 EASY Pre-paid
 Djuice
The supplementary services that includes in GP are as follows:
SMS
Voice SMS
GPRS
WAP
News service
Welcome tunes
International Roming
Prayer Time
Ifter & Seheri time etc.

 Place and time: It includes the decision on the place and time of delivery, as
well as on the methods and channels used.
 GP use both of the physical and electronic distribution channels to conduct the
customers. It provides its customer service “24/7”.

 Promotion and education: GP plays three vital roles regarding this:

1) Providing needed information and advice,
2) Persuading target customers
3) Encountering them to make action at specific time.

 Price and other user outlays: This component addresses

management of all the outlays incurred by customers in obtaining benefit from the
service product.
GP offer different types of tariff for different packages. These are already include in our
report.

 Physical environment: The appearance of building, landscaping,

vehicles, interior furnishing, equipment, staff members sign, printed materials,
and other visible cues all provide tangible evidence. GP have all the elements in
high standards.

 Process: It is the method and sequence of actions in the service

performance. Regarding this GP follow the superior process. And with their
improved process they are the market leader in this industry.

People: Generally is means the employees of the organization.

GP have large number of energetic, potential and competent employees who enhance the
service quality of GP.
 3.2 SOWT analysis:

In SOWT analysis we have find the following situation.

Strength and Competitive capabilities:
• GP has a powerful competitive strategy.
• GP has a strong financial condition; ample financial condition to resource to grow
the business.
• It has a strong brand image and company reputation.
• It has attractive customer base, more than one core subscribers.
• As a large company GP can exercise economics of scale and experience curve
advantage.
• It has strong advertising and promotional campaign.
• It also provide good customer service facilities.

Weakness and competitive deficiencies:

• GP charge higher overall unites cost relative to rivals.
• Relative narrow product line relative to rivals.
• Loosing market share because of market competition.
• It also loosing its consumers because of heavy competitive environment.
• GP is behind rivals e-commerce capabilities.

Potential market opportunities:

• Opening to win market share from rivals.
• Sharply rising buyer demand for the industry’s products
• Expanding into new geographic market
• Expanding into GP product and service to meet a border range of customer need.
• Acquiring rival firms or companies with attractive technological expertise or
capabilities

Potential external threats to a company well-being:

• Increasing intensity of competition among industry rivals –may squeeze profit
margins
• Likely entry of potent new competitors
• Growing barging power of customers or suppliers
• A shift in buyer needs and taste away from the industry’s product
• Restrictive trade policy on the part of foreign government.
 3.3Problem identification
We have found the following problem in GP……
• GP network make some problem in pack hours (I.e.7am-11:45pm)
• GP tariffs system is higher than their rival’s competitors.
• Customers’ service is not sufficient in the remote area.
• Some times Flexi load facility takes long time that hamper the customer
expectation
• Some offers of the GP creates severe problem to our young generation.
 Chapter -4
4.1 Recommendation
To solve this above problem GP should take some action. This action as follows…
• GP network should expand all over the country and use latest technology
• It can reduce tariffs relative to the rivals through the use of economic of scale
and learning curve effect.
• Customer care centre should spread all over the country
• The problem of Flexi load facility should be eliminated for better customer
satisfaction
• When launch the new offer GP should think about our young people.

4.2 Conclusion

Grameen Phone is the first leading cell phone companies in Bangladesh. Before
introducing Grameen Phone the mobile phone service was not available. The price and
call rate was very high. In a country, telecommunications play a significant role in
economic and social development. This is why Grameen Phone, in collaboration with
Grameen Bank, is aiming to place one phone in each village to contribute significantly to
the economic uplift of those villages. Grameen Phone’s basic strategy is coverage of both
urban and rural areas. Grameen Phone is the revolution for mobile service in Bangladesh.
Now, more people of Bangladesh are affordable to utilize the mobile.

Grameen Phone believes in service, a service that leads to good business and good
development. Telephony helps people work together, raising their productivity. This gain
in productivity is development, which in turn enables them to afford a telephone service,
generating a good business.

The activities of GP contribute to the socio-economic development of Bangladesh in

many different ways. In addition to employing nearly 1500 people, more than 100,000
people are directly dependent on GP for their livelihood, including the people working
for the dealers, agents, contractors, suppliers, and a major portion of that figure includes
the Village Phone operators.

Grameen Phone offers a number of products and value-added services to its valued
subscribers. These products have lot of features and services. The number of subscribers
of these products is about 75,00,000. For their unique services and products, the market
of Grameen Phone for cell phone is the peak position in Bangladesh. All of these is
possible because of the good implication of the service mix. It helps GP to build a strong
brand image and reputation.