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Submitted to: Submitted by: Nazia Zifan Lecturer in Principles of Marketing Department of BBA World University of Bangladesh Although,

Bangladeshisaveryyoung country withits39-yearsofindependenceand she doesnteven have enoughland to hold the entire populationon her lap;still,this isone of the extremelypoorest countries in the world having a very tight growth of population which say NO todecreasing!But, theres a lots of possibilities here where the people never give-up hope, wherepeoplenever stop moving forward;and where peoplenever stop talking witheach other. Asitsthebest wayto communicatewithone another,so the Mobile Phone isverypopularto itspeopleinBangladesh.Relatively, today we have more than six (6)Mobile Phone Operating Companies inBangladesh. From these, The isstunninglygrowing its mobile market inBangladesh and has already came across a long way with its 1,80,00,000 exceeded customerswithin only 13years of time. Its being our pleasure and honor to have the ManagerialTechniquesregardingSpecialization and Motivationas our AssignmentReport on GrameenPhoneLtd.-Thelargest and the most enhancedMobilePhone OperatorofBangladesh. Weareverymuch gratefultothe Godfirst,whohasgivenusallthe abilitiestoperformthis chore.Next,wewould liketothank our respectedTeacher ,Department of Business Administration who gave us the opportunity to submit this Assignment Report & Presentationand also cooperatedus with allkinds of rational suggestions,rehearsaland guidance.Wealso liketoexpress our gratitudetothe honorableTeacher , without whose inspiration and company, this mission was not able to be accomplished. Atlast but not the least, we are gratefulto our ever-respectedparentsthosewho always giveusmentalsupportandwellwishes. Onbehalf ofPERCEPTION (Leader) Student,BBA:29th(A)Batch 5thSemester, World University ofBangladesh. Preface Weare here to help- Thatswhat GrameenPhonesays to itscustomers;to usfrom itsLIVE airingon26-March-1997,TheIndependenceDayofBangladesh.Thatwasthebeginning.Today, GrameenPhoneisthe largest Mobile giant inBangladeshcovering almost the entire country withitsEDGE/GSMNetwork. Also,GPisthe veryfirstMobile Operatorto premierGSM(Global SystemforMobile Communication)Network inBangladesh. Evenbeing a Mobile Operator whose major responsibility is to serve its customers with better Mobile solutions, GrameenPhoneisalsoplayinga major role with its several activities in Bangladesh beside the best Mobile services which isintroducedas:CorporateSocialResponsibilities(CSR). GrameenPhone defines CSR as A Complimentary Combination of Ethical and Responsible Corporate Behavior, as well as A Commitment towards Generating Greater Good inSocietyasaWholebyAddressingtheDevelopmentNeedsoftheCountry. To interact effectively and responsibly with the society and to contribute to the socioeconomicdevelopmentofBangladesh,GPhasadoptedaholisticapproachtoCSR,i.e.Strategic and Tactical.Through this approach GPaims to, on the one hand involve itself with the larger section of the society and to address diverse segments of the stakeholder demography,and on the otherremainfocusedinitssocial investmentto generategreater impact forthesociety. GrameenPhone focuses its CSR involvement in three main areas - and WeaimtocombineallourCSRinitiatives under thesethree core areas toenhancetheeconomicandsocialgrowthofBangladesh. We believe that Corporate Social Responsibility is a journey along which we willcreate a positivedifferenceinthe

communityand the developmentofthe country;thus meetingthe expectationsofourcustomersandstakeholders. Alltheseare possibleonlyforthe strongManagerialTechniquesofGPwithitsSpecialization andMotivation beyond services. From the beginning,GP has given most priority to the society, itspeople and their desires. We willhave a broaddiscussionon this ASSIGNMENT Report regarding the exceptional and revolutionary Managerial Techniques of GrameenPhone Ltd. with itsSpecializationandMotivation. Tableofcontents EvolutionandHistory GrameenPhone was offered a cellular license in Bangladesh by the Ministry of Posts andTelecommunications,GovernmentofthePeoplesRepublicofBangladesh. GrameenPhonelauncheditsserviceontheIndependenceDayofBangladesh. After almost 10 years of operation, GrameenPhone has over 10 million subscribers. GrameenPhoneannounces15millionsubscribers. GrameenPhonesurpasses20millionsubscribersmilestone. GrameenPhoneisnow the leadingtelecommunicationsservice providerinthe country with more than 20 million subscribers as of June 2008. Presently, there are about 40 million telephoneusers inthe country,of which, a little over one million are fixed-phone users and therestmobilephonesubscribers.StartingitsoperationsonMarch26,1997,theIndependence Day of Bangladesh, GrameenPhone has come a long way. It is a joint venture enterprise between Telenor (62%), the largesttelecommunications service provider in Norway with mobile phoneoperationsin12 other countries,andGrameenTelecomCorporation(38%), a nonprofitsisterconcernoftheinternationalyacclaimedmicro-creditpioneerGrameenBank. Overtheyears, GrameenPhonehasalways beena pioneerin introducing newproductsand services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997.The technological know-how and managerialexpertiseof Telenor has beeninstrumentalinsettingup such aninternational standardmobile phoneoperationinBangladesh.Being one ofthepioneers indeveloping the GSM service in Europe, Telenor has also helped totransferthisknowledgetothe local employeesovertheyears. Grameenphone in Bangladesh started providing mobile telephony services in 1997 and ispartlyowned by Telenor. In addition to core voice services, Grameenphone offersa numberof valueadded services on both a contract and prepaid basis. Grameenphoneis thelargest of in total six mobile operators in Bangladesh. Leading the industry and exceed customer expectations by providing the best wireless services, making life and business easier. We exist to help our customers get the full benefit of communications services in their daily lives. We want to make it easy forcustomers to get what they want, when they want it. Were here to help. Grameenphone was the first company tointroduce GSM technology in Bangladesh.It alsoestablished the first 24-hour Call Center to support its subscribers. With the slogan , the vision of Grameenphone is To provide affordable telephony to the entire population of Bangladesh. To become the best mobile communications service provider in Bangladesh. Make It Easy Keep Promises Be Inspiring Be Respectful Stay Close Thecompanyhas so farinvestedmorethanBDT10,700 crore (USD1.6billion)to build the networkinfrastructuresinceits inceptionin1997. IthasinvestedoverBDT3,100 crore (USD 450 milion)during thefirst threequarters of 2007whileBDT2,100crore (USD310 million)

wasinvestedin2006alone. GrameenPhoneisalsoonethelargest taxpayersinthe country, havingcontributed nearly BDT 7000 crore in directandindirect taxesto theGovernment Exchequeroverthe years.Ofthisamount,overBDT2000crorewaspaidin2006alone. Since its inception in March 1997,GrameenPhone has built thelargestcellularnetworkin thecountrywithover 10,000basestationsinmore than 5700locations.Presently,nearly 98 percent ofthe countryspopulation iswithin the coverage area of the GrameenPhone network. GrameenPhonewasalsothefirstoperatortointroducethepre-paidservice inSeptember 1999. Itestablishedthefirst24-hourCallCenter, introducedvalue-addedservicessuchas VMS,SMS,faxanddatatransmissionservices, internationalroamingservice,WAP,SMS-based pushpullservices,EDGE,personalringbacktoneandmanyotherproductsandservices. TheentireGrameenPhone networkis alsoEDGE/GPRSenabled,allowingaccess tohigh-speed Internetanddataservicesfromanywherewithinthecoveragearea.Thereare currentlynearly 3millionEDGE/GPRSusersintheGrameenPhonenetwork. GrameenPhone nearlydoubledits subscriberbaseduring theinitial yearswhile thegrowth wasmuchfasterduring thelateryears. Itendedthe inauguralyear with 18,000 customers, 30,000 bytheendof 1998, 60,000 in1999, 193,000 in2000, 471,000 in2001, 775,000 in 2002,1.16millionin2003, 2.4millionin2004, 5.5millionin2005, 11.3millionin2006, 16.5 million in 2007and itended2011 with18.5millioncustomers. From the very beginning,GrameenPhoneplacedemphasisonprovidinggoodafter-sales services.In recentyears, the focushasbeento provideafter-saleswithin ashortdistance from wherethecustomerslive.There are now more than 600 GPServiceDesks across the country covering nearlyallupazilas of61districts. Inaddition,there are81GrameenPhone Centersinallthedivisional citiesandthey remainopen from 08:00am-08:00pmevery day includingallholidays.GPhas generateddirectandindirectemploymentforalarge number ofpeopleover theyears. Thecompanypresentlyhas morethan5,000 full, part-timeand contractualemployees.Another100,000peoplearedirectlydependent onGrameenPhone for theirlivelihood, workingfor the GrameenPhone dealers, retailers, scratchcard outlets, suppliers,vendors,contractorsandothers. In addition, the Village PhoneProgram, alsostarted in1997,provides agood income- earningopportunityto more than 280,000 mostly womenVillagePhoneoperatorslivingin rural areas.TheVillage Phone Program is aunique initiative toprovideuniversalaccess to telecommunications service in remote, rural areas. Administered by Grameen Telecom Corporation,itenablesruralpeoplewhonormallycannotaffordtoown. The Village Phone initiative was given the "GSMin the Community" award at the global GSMCongress held in Cannes, France in February 2000. GrameenPhone was also adjudged the BestJoint Venture Enterprise of the Year at the Bangladesh Business Awards in 2002. GrameenPhonewas presentedwith the GSMAssociationsGlobal Mobile Award for Bestuse of Mobile for Socialand EconomicDevelopmentat the 3GSMWorld Congressheld inSingapore,inOctober2006, foritsCommunityInformationCenter (CIC) project, andforitsHealthLineServiceprojectatthe 3GSMWorldCongressheldinBarcelona, Spain,inFebruary2007. GrameenPhone considers its employees to be one of its most important assets. GP has anextensive employeebenefitschemeinplace including Gratuity, ProvidentFund, Group Insurance, Family Health Insurance, Transportation Facility, Day Care Centre, ChildrensEducation Support,Higher EducationSupportforemployees,in-housemedical supportandotherinitiatives. The shareholders of Grameenphone contribute their unique, in-depth experience in both telecommunicationsand development. It is ajoint venture enterprise between Telenor(55.8%), the largest telecommunications service provider in Norway with mobilephone operationsin 12 other

countries, and Grameen Telecom Corporation (34.2% ), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank. The other 10% shares belong to general retail and institutional investors.The technological know-how and managerial expertiseof Telenor has beeninstrumental insetting up such an international standard mobile phone operation inBangladesh.Being oneof the pioneers in developing the GSM service in Europe, Telenor has also helpedto transferthis knowledge to the local employees over the years The international shareholder brings technological and business managementexpertise 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 provideaffordable telephonyto the entire population of Bangladesh. Telenor is emerging as one of the fastest growing providers of mobile communications services worldwide with ownership interests in 12 mobile operators across Europe and Asia. Telenor is organizedinto three business areas; Mobile operations covering 12 countries, and Fixed-line and Broadcast services covering the Nordic region. Telenor holds 55.8 per cent of Grameenphone, with Grameen Telecom Corporation owning the remaining 34.2 per cent. The rest of the shares belong to general retail and institutional investors. Telenor has played a pioneering role in development of cellular communications in Bangladesh. More than 150 million mobile subscribers worldwide Strong subscription growth, particularly in our Asian operations Listed as No.1 on Dow Jones Sustainability Index 2008 Ranked as the worlds seventh largest mobile operator Revenues 2007: NOK 105 billion Workforce 2007: 35 800 man-years Listed on the Oslo Stock Exchange, with headquarters inNorway Grameen Telecom Corporation, which owns 34.2% of the shares of GrameenPhone, is a not-forprofit company and works in close collaboration with GrameenBank.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 67,000 villages which are serviced by 2121 bank branches all over the countryside. As of may 2006, the bank had 6.33 million borrowers, 97 percent of whom were women. Grameen Telecoms 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. In the fast-paced world of telecommunications, vibrant and dynamic Corporate Governance practices are an essential ingredient to success. Grameenphone believes in the continued improvement of corporate governance. This in turn has led the Company to commit considerable resources and implement internationally accepted Corporate Standards in its day-to-day operations. Being a public limited company, the Board of Directors of Grameenphone have a pivotal role to play in meeting all stakeholders interests. The Board of Directors and the Management Team of Grameenphone are committed to maintaining effective Corporate Governance through a culture of accountability, transparency, well-understood policies and procedures. The Board of Directors and the Management Team also persevere to maintain compliance of all laws of Bangladesh and all internally documented regulations, policies and procedures. Grameenphone is a truly transparent company that operates at the highest levels of integrity and accountability on a global standard.

As at 31 March 2010, Grameenphone had a SIM card market share of 43%. In addition toGrameenphone, there are five other mobile operators in Bangladesh. These operators andtheir market share according to theBTRC data as at 31March 2010 are: Banglalink (witha market share of 26%), Robi-previously, Aktel-(with a market share of 19%), Warid(with a market share of 6%), Citycell (with a market share of 4%) and Teletalk (with amarket share of 2%). The intensecompetition between these operators has led toa significant price decline over the years. In January 2010, the India based operator BhartiAirtel acquired a 70% stake of Warid Telecom. "Evenajourneyofathousandmilesbeginswithasinglestep."-Chineseproverb At Grameenphone, we live by the statement "Developmentis a journey, not a destination." Our work is not just about ensuring connectivity; it is about connecting with people and building relationships, based on trust, with our subscribers, business partners, employees, shareholders, as well as the wider community. We have always believed that good development is good business. While we maintain our business focus, taking the nation forward remains our top priority. Thus our relationship with Bangladesh is built on a partnership which strives to achieve commoneconomic and social goals. Corporate social responsibility, as we see it, is a complementary combination of ethical and responsible corporate behavior, as well as a commitment towards generating greater good for the society by addressing the developmentneeds of the country. To be recognized as the most socially responsible mobile operator in Bangladesh and in the corporate sector. Create shared value for Grameenphone and society through our mobile technology Integrate responsible business practices in all operations Integrate responsible business practices in all operations OurCorporateresponsibilityinitiativesfocusoncreatingsharedvaluethrough: Maximize the enabling effect of mobile telecommunications Promote saferproducts and services Minimize our carbon footprint OurCRinitiativesisbasedon3mainfocusareas: Health Education & Environment Safe Motherhood & Infant Care Project -More than 1.7 million free primary healthcare services to underprivileged pregnant mothers & their infants Free eye care support for around 28,780 people -3,458 eye sights restored so far Awareness building on varied national issues-AIDS, National Immunization Day Information boats with digitized livelihood contents and internal access for remote riverine communities Economic freedom for more than 400,000 Village Phone Operators More than 500 Community Information Centers-connecting life and learning Proud sponsor of Bangladesh Special Olympics team Employment opportunityto acid survivors Scholarship for underprivileged meritorious students Blood donation camps for underprivileged Thalassaemia patients Establishment of Blood Bank at Bogra for underprivileged patients Emergency relief effort in natural calamities Grameenphone being a socially responsible company adopted systematic processes to ensure that, wherever possible, we manage and mitigate the probable negative impact of our business activities on the environment. GrameenphonesClimate Change Program was initiated in early 2008 with a vision for reducing carbon emission, being environment friendly and creating a momentum with the community and people. The ambition of Grameenphones Climate Change Program is: To become the leadingcorporate company in climate initiatives in Bangladesh within 2015 Reduce 15% carbon emission by 2012 & 40% by 2015 Ton CO2 as compared to 2008 level Corporate Transformation: Green Company Aware-Engage-Advocacy GP employees Create momentum With community & People

The Grameenphone Community Information Center is a shared premise where rural people may access a wide-range of state of art services such as Internet, voice communications, video conferencing and other information services. This initiative by Grameenphone is in line with the companys objective to serve local community needs by: Bridging the "digital divide" by providing information access to rural people -Alleviating poverty Educating the underserved and underprivileged on information-based services -Building local entrepreneurships and improving capacity -Creating employment opportunities for the unemployed youth CICs are a unique business model that has won appreciation from the International community, such asfrom the Washington Post, from UNDP, as well as the blessings of several International bodies like Catalyst and the GSMA. The pilot project started in February 2006 with 16 CICs; today the project has become a massive operation with over 500 CICs operational in nearly 450 Upzillas. The shortterm plan of this initiative is to establish at least one CIC in each of the 462 Upazillas. In the longrun Grameenphone plans to increase the number of CICs substantially so that very CIC can support the informationneeds of four adjacent villages. Marketing Mix isthe set of controllable tactical marketing tools the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the four Ps: product, price, place, promotion. Figure shows the particular marketing tools under each p. Variety Quality Design Features Brand Name Packaging Services List price Discount Allowance Payment period Credit terms Advertising Sales proportion Public relation Personal selling Channels Coverage Assortments Locations Inventory Transportation Product means the goods and services combination the company effect that offers to the target marketfor attention, acquisition, use, or consumption that might satisfy a want or need. Price is he amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service. Place includes company activities that make the product available to target consumers. Promotion meansactivities that communicate the merits of the product and persuade target customer to buy it. A product is anything that can be offered to a market and that is potentially valued by a target market for the benefit or satisfactions it provides, including objects, services, organization, places, people and ideas.As in a service providing business Grameenphone provides different types of service in its market as its products. In telecommunication business coverage and quality is more important than the number of product or service offered. With its best coverage and good quality Grameenphone has become the number one mobile operator in Bangladesh. It is the percentage change in the quantity demanded when price changes, divided by the percentage change in the price. GP has gained high price elasticity in the market. The Gold holders pay a high amount of money in buying to get the high facility. Product cost provides essential information for pricing decisions. To analyze cost, GP uses the following steps: Aktel is the major competitor of GP as it is consistent in its rates and facilities and gain a most part of the market shares although Banglalink has more promotional activities and call charge, they have not been able to hold the market yet. GP fixes its competitor on the basis of market share. They fix price in keeping pace with the competitors priceand their probable responses to an alternative price strategies.

GP publishes articles and advertisements in all national dailies and television about the form and the availability of price information for the customers.GP provides its distributors at low cost. In pricing the channels of distribution, it has discrimination. To perform the above task effectively GPuses its own distribution channels, which are distinguishable from others. When initially selecting a channel of distribution for a new product, the pricing strategy and desired positioning of the product may influence the choice of the channel. Once thechannel of distribution design is complete and responsibilities for performing the various marketing functions are assigned, these decisions establish guidelines for pricing, advertising and personal selling strategies. GP is very much efficient in establishing these types of strategies. It helps them to maintain an exclusive distribution channel to serve the end-users. From the beginning of the business of GP, it supplied its SIM to the distribution centers. Dealers got the product from the centers and sold those to retailers. The retailers, at last, sold the product to end users. This was a traditional channel. Sometimes, end-users purchased products from dealers as a whole to minimize the purchasing cost.Company did not sell directly to the customers at that time. Only three years ago GP introduced a new and convenient channels of distribution to overcome the traditional system. The two tails of the channel is the most attraction part to the customers. Through around 30 distribution centers, GP distributes all key parts of the country. Dealers, as an intermediary, purchase the products from the centers and disburse those to two types of retailers. One isexclusive retail outlet and another one isnon-exclusive retail outlets are permitted to sell the products of only GP. They are the guaranteed or authorized retailers. Nonexclusive retail outlets can sell other companies product as well as they have no relation the customers or end-users buy productsfrom either of two types of retail outlets. They get the product or service of company in the most convenient way at the student time period. Grameenphone uses promotional activitiesthat communicate the merits of the product and persuade target customers to buy it. Grameenphone can succeed to acquire more than 10 million customers as of December 2006 not only providing good service but also using high frequency promotional activities.Grameenphone uses most of the promotional tools to give message for its customers on the new product & existing product and product features. Grameenphone must do more than make good product-they have to inform customers about product benefits and carefully position products in consumers mind. To do this Grameenphone promotes the promotion tools are: ManagerialValues GrameenPhonealways tried to keep promises from itsinception tilltoday,which has brought a differentdimensionto its managerialtechniques.Best Network Coverage, Well- built management, Efficient and Effective Manpower- all these brought thecompany to its destiny. Promisescan be made easily;but keeping those promisesis much harder than to make it previously. GP has come across with thosepromisesverysuccessfully withits OutstandingandSpecializedManagerialTechniques. Fromthe verybeginning,GrameenPhoneisaUserFriendlyMobile Operator.Itmeans;we alwaysmadeourSystems,Services,Features,andTariffs very muchEasy-to-usebased, Simplesteppedand exciting to our valued customers. Our 24-hours FREE* (*currently available for thedjuice/business solutions user) 121 CustomerManager Support standbyswith useful and InstepCare which has createda very positive impact to the nationwideMobile Users, which driven themto buy our Special SIMpackageslikeSMILE Pre-paid & Post-paid, djuice, businesssolutions, xploreand lot more exciting packages coming soon!

GrameenPhone is always being respectful to others; especially to the prominent Social Personalitiesthosewhodirectlymotivating themselves into various social,economic, educativeandotherpositivefieldswitheye-catchingrole-play.Forinstance:PlanStarkerwas awarded byGrameenPhoneforplayingtremendous rolein theeducativefieldsforplaying theroleofeducatingotherswhichislocatedinthenorthernzone (Rajshahi)ofBangladesh. GrameenPhoneisthe OfficialSponsorofBangladeshCricketTeam.Onlythisexamplemayeasily indicate the inspiring attitudeof GPof which,othersare being inspired to raise-up this kind of inspirations. AttractivePackages Smile givesyoumanyreasonstosmileasitishere tofulfillyourneeds.WithSmile youcanenjoythewidest coverage&clarityofspeechesthat willkeepyou connectedanytime, anywhereat affordable rates. Ithas anumberofuseful contentslikeRingTones,Wallpapers,Logos,&otheroffers tocater toyour various needs.Wehopetobring asmile on yourfaceeverytime youuseSmile. Djuice is a popular internationalbrand, exclusively designed for you byGrameenPhone.Thisisaworld fulloffun, friends &fabulousmusic. Its not just mobile subscription, it is a blend of exciting real life experience.WithDjuice, enjoy your stay inthe now &express yourself justthe wayyoulike. Xplore is for someone who wants freedom & takes decision s independently. This post paid package is more flexible, more economicalthen before. With Xplore, you can enjoy the widest coverage atreasonable rates. Its innovative services like M2M, NWD,ISD&EISDbringsyouimmenseflexibility. Business Solutions is a complete, quality business communications service from GrameenPhone designed especially for the businesscommunityinBangladesh.OurBusiness Solutions team is here to help provide you with customized telecommunicationssolutionsthroughconsultationwithyou. Atofficeoronthemove stayconnectedthroughBusinessSolutions. GrameenPhoneisthe pioneerinthe fieldofhumanresourcemanagement,employeecare and competence development in Bangladesh. GrameenPhone is currently employing approximately 5000peopleofwhich84%isunder31years old.Theemployeesare spreadout insixoffice zones throughoutthe country, withDhaka being the largest with3561employees.Most ofthe staff hasuniversity backgroundswithinfieldssuch asmanagement,marketing,economics,finance andengineering. In1997 the numberofexpatriatesworking inthe companywasclose to 90.Today however, thereare onlyfiveforeignersemployedon aregular basis, and anotherfiveon time-limited contracts.The government demands that a ratio of 1:20, expatriates to locals be kept. The figures aretherefore not only within the government requirement, but significantly so. The situation issupposedly a lot different in many of GrameenPhones competitor companies. The turnover rate in 2006 was 8%, and a preliminary 4% so far for 2007. The number ofresignations peaked in 2005 when new operators penetrated the market and offered highersalaries to GrameenPhone employees, but this was still relatively low. One could arguethat lowturnoverrates areagoodindicatorofahealthy workenvironment. GrameenPhone has since 2005 been adopting the Telenor Development Process (TDP). According to the annual report the aim of this process is to Set direction, Manage performanceand developindividual, Teamand organizationalcapabilitiestodeliver business results. GrameenPhone governs the HR process through an annual survey conducted among allemployees.In addition, a compulsory appraisal dialogue is held annually between the individualworker and his superior. These measures give GrameenPhone management a broader picture ofhow employment situation

looks in the company. The feedback is used to strengthen the organization. In particular, the appraisal dialogue identifies individual wishes,goals and trainingneedsforfurther professionaldevelopment. GrameenPhone offers employee training on several stages, in addition to a general introduction for new employees. At junior management level, GrameenPhone in colaboration with the BritishCounciloffersin-housetraining inbasicmanagementskillsand workshops. Outsideofthesestandardizedprograms,wealsooffer100scholarshipstoemployeeswho want totake anExecutiveMasterofBusinessand Administration(EMBA)and covers 75%of the tuition fees.Thisprogramispart time. The needfortraining isrelatedto the job of each individual employeeand mainlyidentifiedthroughthe annual compulsoryappraisal dialogue. Being a part of the Telenor Group, GrameenPhone employees also benefit from the handsontechnology/know-howtransferofTelenorexpertsindifferentareas onaregular basis. Our employees have the opportunity to participate in group-wide professional workshops andplacementsinTelenor affiliates to gain additionalrelevant experiencein their respectiveareas ofwork. Asa part of the employee policy, GrameenPhone is also providing monthly education grantstochildren of allemployeesuntil the age of 21.Thisgrant isa fixedmonthly sum for each child.Furthermore,thesechildren can also apply forfinancial supportto attend university. In compliance with the local legislation GrameenPhone is building a pension fund for itsemployees.Inadditionto the requiredminimum level,GrameenPhonealso invests inprovidentfunds.10%oftheemployeessalaryispaidonamonthly basisintothefund. Participationinthe fund isvoluntary. Following fiveyears of employment,the company invests, inadditiontothe 10%providedbythe employee,the same amountintothe fund foreachindividual.Allregular employeesarealsoentitledtoagratuity paymentpaidatthe end of his/herservice withthe companyand this iscalculatedbasedon the lengthof service. Allemployeesare entitledand coveredbyhealth and medical insurance.Thisalsoapplies to familymembers. This coverage has also been known to apply to out-source. An example of this is thatseveral drivers hurt in traffic accidents have been sent to Thailand and Singapore for medicaltreatment. Upon enteringthe company,allemployeesmust sign acode ofconduct.The document presentsguidelinesforproperconductandethicalbehavior. Itisdividedintofourparts: Firstly, general guidelines describe the rationale behind this document, namely the importanceofcommunicatingcorporatevalues and foremployeesto adoptthem. This sectionincludes broad,overarchingtopics such as humanworth, working environment, health, loyaltyand confidentialityandreporting/disclosureamongothers. The second section refers to the relationship with customers, suppliers, competitors and publicauthorities.Themain messagehere isthat allstakeholdersshould be treated withrespectand thatunethicalinteraction,such asreceiving expensivegiftsand services areunacceptable. Thethird sectionlooks at the employeesprivate interestsand actions inrelation to the company.Here political activismand otherexternal duties are encouragedupto the level where itwillnotinterferewiththeirworkatGrameenPhone. The last section emphasizes that all misconduct or indeed suspicions of such activity must be reported immediately. It ensures the employee that no reprisals will be undertakentowardsthem.Inotherwords:whistle-blowingisallowedandpromoted.

Themost importantaspectofthis documentisitscomprehensiveapproachto conduct. Inrelationtothispoint itisimportanttonote that itismandatoryforallGrameenPhone employeestosignadocumentagreeingtocomplywiththiscode. GrameenPhone has according to the annual report (GrameenPhone 2007c), implementedvariouspolicies and procedures for ensuring strong governance at the company level. This was alsohighlighted in the interview with the HR director. Even out-sourced staff is offered training, insurance and benefits partly as regular employees. Furthermore, all suppliers are to entitle torespect, and the selection processfor choosingsuppliersistransparent for allparties involved.Howeverthere are stillsome challengeswhich needto be overcomeboth interms of the supplyingfirms specifically and individuals employed through the supplier. This relates to implementingstricter rules for health and safety, and making HSE(Health, Safety and Environment) training and awareness a top priority. Allin allGrameenPhoneworks to improve thesystem ofsupplier control. GrameenPhone has issued a manual for HSE work within the company.The manual is availablein all sections of thecompany andappliesequally to permanent, contract and temporaryemployees.The HSEpolicy isbasedon the correspondingpolicy inTelenorwith certainlocal adaptations.TheTelenorpolicyis subjecttointernalcontrol by TelenorASA whichin turnis thenscrutinizedbyexternalauditors.Thisensuresthathigh standardsare kept. The manual offers a comprehensive outline of the responsibilities and duties of GrameenPhone and that of the individual employee. An important aspect of this is the medical consultancyand regularcheck-ups provided for GrameenPhone employees in colaboration with authorized medicalcenters.The manualoffers an overview of the agreementswithsuchcentersandtheemployeesaremadeaware of their locationand services. Furthermore,the HSEguidelinesapply to allstakeholders implying that externalcompanies,suchassuppliershavetofollowtheregulationsaswell. Thepolicyincludes specificmeasurement statistics and strict proceduresfor inspection andreporting.Allprotectivegear isdescribedand prescribedand the closest supervisorisresponsibleformaking sure that each employeefollows theseprocedures. Performanceinaccordancewiththeguidelines is supervised continuously. For instance the drivers are subject to strict guidelines forsafe driving and asaresult continuously monitoredbythe FleetManagementSystem,indeedaGPSbased surveillance system has been put in place to save costs, reduce environmentalimpact,protect the drivers and make sure that conduct is in compliance with the HSE requirements.Inspections and folow-ups are conducted at the beginning of every year or whenever the HSE managementfindsitnecessary. Being one of the debtissuers at the establishment of GrameenPhone,the International FinanceCorporation (IFC) has set strict demands for HSEpolicies. When GrameenPhone developeditsHSEmanual, the IFCplaced itprominentlyon itshomepageas agoodmodel tofollow.ThiscouldalsobeviewedasanotherindicationthatGrameenPhoneisapioneer GrameenPhone aims to be a responsible corporate citizen of Bangladesh and this is reflected in its slogan: We are here to help. CSR is considered very important by GrameenPhone. The Director of New Business identifies three reasons for this; first, GrameenPhone has a connection to Grameen Bank and DR. Muhammad Yunus and recognizesthe importanceofthis, particularly inrelation topublic opinion. Second, ithas aconnectionto Norway which iswellknown for itsinvolvementindevelopment issues in Bangladesh. Third, being the market leader, people tend to demandresponsibility andasaresultCSRpoliciesareusuallyclearlyvisible. CSR projects have always been a part of GrameenPhone. The VilagePhone program andsponsorshipofthe nationalcricketteam are examplesofoldCSRinitiatives. However, the earlierefforts were seen as too fragmented.Recently, CSRactivities have

beencoordinatedunderanewdirector and guided by a comprehensive strategy.The new strategy has pointed to three areaswhere the CSR effort is to be directed; education, health and empowerment, all in accordance with the United Nations Millennium Development Goals. However CSRcan also be important fordeveloping newbusinessopportunities. In the area of education GrameenPhone aims to work mainly with primary schooling. However, oneengineeringuniversity has approached GrameenPhonewith a request for supportto buildanICTlab.Theidea isthat the labisrun bythe governmentand paid for by GrameenPhone, which will also provide some of the equipment. In addition, scholarships for poor female students to attend university are also offered by GrameenPhone. Health isthe largest area ofCSRactivityinGrameenPhone.Several programsand projects have been established. One is in cooperation with US Agency for International Development (USAID)supporting the Safe Motherhood and Infant Care Program which aims to provide health care tounderprivileged groups in the society. Another is in partnershipwiththe Dhaka Ahsania Mission Cancer &General Hospital. GrameenPhoneis developingand sponsoringfivenew wards and anoperatingtheatreatthe new hospital. One-thirdofthe capacity ofthesewards willbe reservedforunderprivileged people while the rest of the services will be offered at a discount. Moreover,GrameenPhone cooperateswithUnited Nations Programon HIV/AIDS(UNAIDS)focusing on thespreadand inparticularthepreventionofHIV/AIDS. Finally,inpartnershipwith SightSavers International,GrameenPhoneisarrangingmobile, freeeyecamps inruralareas. Todate three camps have beenorganizedand fundedand an agreementofcontinuouscooperationhas beensigned. IngeneralGrameenPhoneis accordingtothe Directorof New Business, aiming to provide these mobile clinics with advanced technology for better communications.Thisalsoincludes combininghealth centersandCICs. Afocus on empowermentisclaimed to be an important aspectof otherprojects and programs whichGrameenPhoneisinvolvedin.CICsareseen asparticularly importantinthisrespect. Projectswithexplicitobjectivesinterms ofempowermenthavenot beenundertakenso far. Inadditiontothesethree areas offocus,GrameenPhonesponsorsthe nationalcricket team and anumberofothersocio-culturalevents andactivities. The overarching management guideline is that all CSRactivities within GrameenPhone have to beboth long term and sustainable.Animportantpart ofthis ismonitoringand co-managing projectswith joint partners. All projects are to be reviewed on a quarterly basis and GrameenPhone recognizes that partnerships are extremely important to obtain the desired results. The selection of partners is based on the organizationalexperienceand reputationwithinthe country. InternationalOrganizations suchasUSAID,UNAIDSandDFIDarepartnersatpresent. ThesocialaspectsofGrameenPhoneareplentiful: The impact from business activities such as: the Village Phone, the CommunityInformation Centers, theHealthLine,theBillPayandtheextensive customersservice. The comprehensive Human Relation policy and practice including; Training and HumanResource development, Employee benefits, Code of Conduct, Control of supply chain andStandardsforHealth,SafetyandEnvironment The emphasis on Social responsibility GrameenPhone is the largest mobile telecom network in Bangladesh with a large and continuously expanding capacity. Itisboth the largest employerand perhapsunsurprisinglythe largest tax payer in the country. The technical, political andfinancialcontributionofthe companyisthereforesubstantial.Itiscurrently operatingwithinastrict code of conduct, which also applies to all stakeholders. It has a professional and adaptedHRpolicy including HSE and training program,and extensive CSRand other related socialbusinessactivities.

Currently 10 out of 12 people inthe managementteam are local. Thisteam has been runningthecompanythroughout the recent phases which have seen rapid growth. It seems as though thedevelopmentoflocal competencehas beencrucial forthe success. Furthermore,Telenor has beenparticularly importantinfacilitating much ofthe capacity building inGrameenPhone.Thisisdue tothefollowingfactors. Through the Telenor DevelopmentProgram,Telenor has set the standardsfor training and staff development in GrameenPhone. The program is developed by Telenor and customizedbyGrameenPhoneforlocalvariations, such asculture. Furthermorethe hiring ofa local,experiencedHR manager could be seen to have strengthened the course and direction of the HR workincluding training and competencedevelopment.The synergies from Telenor are strong,but theautonomy and the ability to make local adjustments are equally important. The consequence ofthis is a system where all employeesare given the possibility to developup to the highestlevelofmanagement educationandcompetence. There isan impressionthat many managerswere given new responsibilities.Theresult has beenasteeplearning curve and rapid competencedevelopment.Thefact that most of the employeesinGrameenPhoneare below 30 and very few above 50, suggest that this strategyhas beenfruitful,and that many managers are growing in their position. The goal of lowering the number ofexpatriatesworking inthe companyisalot more than avision.Itisalso areality.One can arguethat the future outlookforGrameenPhone ispositive, mainly aresult of,amongstotherfactors, itsyoung, dynamic and competent localworkforce. Telenor has provided management expertise from the beginning, most notably; all of the CEOshave beensourcedthroughTelenor. Onecouldarguethatplacingkeypersonnelin GrameenPhone, Telenor was able to provide the company with extensive autonomy. Severalinterviews suggested that thisautonomy makes GrameenPhone different from other telecomcompanies in Bangladesh. Based on this, one could suggestthat Telenor has played an importantrole infuelling the success. Whetherthis willremainequallyimportantinthefuture, ishardertodetermine. Some criticism has been pointed towards the local management regarding marketing. Public opinion in Bangladesh suggests that the resources beingput into marketingcouldbebetterusedloweringtariffs. Themarketing budget ofGrameenPhone is presently 4% ofthe total revenue.However,observing themarketing situation in Bangladeshandadvertisinginparticular,extensive marketingseems paramount to gain customers. Advertising through bilboards, TV, radio andnewspaperstakes aconsiderablepart ofthe public sphereand inorder to be noticed one has to beaggressive.Or as notedby a directorin the marketingdivision: Everyoneisshoutingsowehave toshoutlouder. Andwedo.Inthisrealityone canargue that extensive marketingisnecessaryto beable to compete.Thealternativewould be to lose market share. In conclusion the development of a local and competent management team through extensivetraining programs and a sound HR policy has been important for the overall success ofGrameenPhone. The market is already rather competitive with six mobile telecom operators in Bangladesh, five ofthem with strong,internationalpartners.Thishas resultedinlower prices, alarger rangeofservicesand extensive marketingcampaigns.So,the competition hasplayedanimportantroleintheGrameenPhonesuccess. Higher competition has led to decreasing prices, and in turn lowered entry barriers for newconsumers.Thiscombined with the declining price of mobile hand-sets; the growth of potentialcustomers has been considerable. The majority of new population segments reached byGrameenPhonehave beenlower income consumers. Thismay have forced GrameenPhonetoroloutnewservicesfasterthanitwouldelsehave, in order to avoid devastating price competition. It is difficult to say whether the expansion of services have been beneficial for GrameenPhone inbusinessterms. Ithas however, as suggested earlier, seemingly been positive for

the development of Bangladesh. One could argue that fierce competition has forced GrameenPhone to innovateandrollout new services, whichisbelievedto have had an importanteffect on the developmentofBangladesh. GrameenPhone business activities feature explicit social missions combined with businessobjectives.The2006AnnualReport (GrameenPhone2006c)listssome ofthe most crucialbusinessactivities,whicharesummarizedinthissection. TheVillagePhoneProgramworksasanowner-operatedpayphone. It has created a good incomeearning opportunity for the VP operators. Theseare mostlypoor women, alsoborrowermembers of Grameen Bank. The VP Program is being visible in GrameenPhonefromthestartanditisadistinctcharacteristicof the company.Asof today, there are more than260,000 VPoperators in over 50,000 villages in 439 sub-districts of thecountry. The societaleffectofthisProgramhasbeensubject toseveralstudies (Bayset al.1999;Richardsonet al.2000).Itreceived theGSMinthe CommunityawardattheGSMWorld CongressinCannes,France in February 2000. It isimportant to note that the growing numberofsubscribershasledtoadeclineinthe marketsforthe VP operators. The CIC are a small internet kiosks equippedwith a computer, a printer, a scanner, a web cam and an EDGE- enabled modem to accessthe Internet using the EDGE connectivity. They are designed to be run independently as smalbusinesses by local entrepreneurs. Beneficiariesuse the centers for a wide variety of business and personal purposes, ranging from accessing health and agricultural information to using Government services and video conferencing with relatives overseas. GrameenPhone takes anactive part in the training of theseentrepreneurs,so that that they become fully aware of the potential of their business, through the CICs. Since 2006, GrameenPhone has built 550 CICscountry-wide,employing945people.Theobjectiveof the CICisto bridgethe digital divide byoffering internet connectivity to a broad range of the population and to create businessopportunitiesforentrepreneurs throughoutthe country. ItisanimportantpartofGrameenPhonesCSRstrategy. The CICs are started up and run by local entrepreneurs who are selected in a highly competitive process. The establishment requires 1000 USD in start-up capital which sometimesisacquiredfrom microfinanceinstitutions.Butmoreoftenitisfinancedthrough theindividualsfamily.Theaverageincomeis3-5USDaday,yieldingapproximately150USDa monthwhich also isthe revenuetarget.Withthis levelofrevenuethe investmentispaid backwithinayear.GrameenPhoneisthe facilitatorofthis type ofbusinessthroughoffering discounts on the internet service, the network capacity,training and follow-up of the entrepreneur. Today however, it is estimated that only about half of the CICs are sustainable,aproblemwhich GrameenPhoneisaddressingbylooking more rigidlyatthe eligibilityandselectioncriteria. In addition to the services offered in a regular Cyber Caf, the CIC offers specialized information about employment opportunities. Furthermore it acts as a medium for governmentinformationincluding forms, VISAapplicationsand soon.Itismeanttobe the informationnervecentreofthelocalcommunity. IncooperationwiththeTelemedicineReferenceCentre (TRCL), GrameenPhone is offering, for subscribers, the HealthLine service,aunique 24-hoursMedicalCallCentremanned by licensed Physicians. Our HealthLine service is offering a range of services including, general medical information, advice and information on drugs, interpretation of laboratory reports, and help in medical emergencies. The initiative started in November 2006, and it wasawardeda global award from GSMAssociation already in 2007. The HealthLineserviceisfinanciallysustainable. The TRCL is at all times staffed by medical doctors.Most of theproblems are solved by the doctors individually or by consultingspecialist colleagues. Many of the staff-holds positions in

localhospitalsinadditiontotheworkattheTRCL. Today, the service ismannedwith 24 doctors.It isanswering 6000 telephone calls per day.TRCLestimates that the total demand is close to 20 000 calls per day, but capacity constraintsareholdingitback. The BillPayservice of GrameenPhoneisgiving peopleeasier access to paying their utility billsbyusing GrameenPhonesextendednetwork ofretailers. Apilot projectinChittagong covering almost300,000 electricity consumersisoffering easy access to 500 retail stores giving customers anopportunityto pay their billswithoutgoing to the bank. There are otheradvantagestoo,thePowerDevelopmentBoard(PDB)-the electricity service provider, is gettingits money in a safe transferand peopleface smaller transactioncosts when paying their bills.TheBillPaysystem has not beenextended nationally yet, but the pilot projectispromising,and expansionplans are expectedtoprogressrapidly. The greatestchalengefor the BillPayisthe weak financial infrastructure,the regulatory regime andthe small level of trust from customers.BillPayisa part of the larger Mobile Commerceroad mapwithanobjectiveofincreasingthe availabilityofsimilarservices inthe future. In accordance with the core value ofmake it easy, GrameenPhone has builtan extensive network of service centers and call centers. Thesecentersaredividedintothree categories. First, what the annual report refers to as the flagshipare the GrameenPhone Centers. At present80sucOne-Stop shops for sale and afte sale service are operational. Furthermore over600 GrameenPhone Customer Service desksare spreadamongalmost every sub-district of Bangladesh. GrameenPhone has also established two24hour services:GrameenPhone Call Centre and the internet basedGrahaKathaOnline. GrameenPhonelaunchedthe EDGEservice, a high-speeddata service providingwireless Internetaccess, inSeptember2005.Now,the entire GrameenPhonenationwidenetwork is EDGEenabled,meaning any of its subscriberscan access the Internet from anywhere in the country within itcoverage area. Presently, there are nearly 3 million EDGE users in the GrameenPhone networkcomparedwithaboutonly600,000 fixed-line Internetusers inthe country. Inotherwords,GrameenPhoneisalsothe largest InternetServiceProvider (ISP)inBangladesh.Thisindicatesthatmore peopleare accessingthe Internet throughmobile phonesthan throughanyothermeans. Inacountry where the last-mile connectivityisonlylimited to certain areas oflarger cities,thistrendislikelytocontinue fortheforeseeablefuture. Vehicle Tracking service is a GPS based vehicle tracking solution that provides instant location information to the vehicle owner/authorized person through web/SMS with other flexibilities. Through this comprehensive solution, a subscriber can learn the real-time position of his vehicle,and apply rules on the vehicles (e.g.: speed limit, No Go Area, etc.). In addition, subscribers can also secure their vehicles by subscribing to security features like remote immobilization, panic alarm. Some of the other features are: Speed Violation Alert/Report (speed of all vehicles can be controlled, monitored, and hence when violated, immediate contact can be made to reduce such violation); Area Alarm (an area can be assigned to vehicles, the owner/authorized person will be notified, if the rule is violated); No-Go area (A No-Go area can be created for the vehicles, the owner/authorized person will be notified, if the rule is violated); in addition, the car owner can find out whether the ignition is on or off; if on, then whether the vehicle is moving or stationary, thus vehicles can be monitored even if they are switched off. Vehicle location via SMS/Web Nearest vehicle trace Engine status Movement status (standby/running) "NO-GO" area Speed violation alert Battery tamper alert

Subscribers will be able to track their vehicles anywhere under Grameenphones data network. The tracking can be conducted with a mobile or PC throughhttp://vts.grameenphone.com. The system and devise installation will be done at selected pointsin Dhaka and Chittagong. In addition to the installation points, there will be a mobile team who will be travelling to customer premises and install the devices. To avail the Vehicle Tracking Service, subscribers can visit selected Grameenphone Centers in Dhaka and Chittagong. Interested organizations may contact their Key Account Managers or email atbusiness.solutions@grameenphone.comto register for queries. Business is like a game of chess. Every move matters. Time is precious. The location and movement of each piece is a must-know for one to win the game. Todays competitive andfast changing business world demands the same. With Grameenphone "Team Tracker" ,you can locate your workforce and direct them towards the achievement of your business goals. Team Tracker is a new value-added solution for the Business Market. This solution willhelp bring about efficiency to the value chain of organizations having field employees. Managing field operations & directing field employees towards the business success has always been a concern for field managements like National & Regional SalesManagers, Area Managers & Distributors. With the services of Grameenphone Team Tracker, organizations can now locate its employees, assign tasks to them digitally & also receive task updates electronically. The system is robust enough to handle data for even a thousand employees. We at GrameenPhonehave always beenworking to fulfillour aim:to keeppeople stay connected,whetherto their dear ones or to their business,anywhere they go, may it be our country or around the world. Today wecover every corner of our country through our wide coverage of thenetwork, helpingpeoplestayclose totheirnear &dearones. We are blessed with customers, who are steadfastly loyal to us. Thus, we have presented regular talk-time & discount to our valued customers through our thank you customer retentionservice. Wearealsoprovidingthe friendliest service, toallourcustomers,regardless oftheir spendingordurationoftheir stay. Not onlythat, we are presentat mostnumber of locations throughout Bangladesh, catering at their conveniencethrough121Service,GPC&GPSD. GrameenPhone makes all kinds of mobile related services available at one place, under one roof, through GrameenPhone Centers, as convenienceofourcustomersisoneofourchiefpriorities. We are the pioneers in bringing new innovative services for our consumers,basedon communalor individual needs.HealthLine,BillPay, Pay-forMeareallheretomakelifeeasier&betterforourcustomers. From the above empirical description, GrameenPhone has contributed to development in Bangladeshinseveralways: Building technical infrastructure with increasingly more advanced services, working towardsacriticalmass,where telecommunicationimpact ondevelopmentwillincrease significantly. Through thetransferoftechnologyandmanagerialexpertise. Buildingproductionandmaintenancecapacitylocally. Through strictcodesofconductpossiblystrengtheningthenorm againstcorruption. Individualy, and through ATOB,working close with regulatory authorities against efficiencyhinderingpolicies. Through high production and related high tax payments, as well as through continuousinvestments in competition and product differentiation. This results in a larger consumersurplus. Wages andpaymentspaidouttoclose100,000people,withconsiderableincome effects.

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