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  • 7/29/2019 A Study on telecomunication industry.doc


    Term Paper



    Course Code-MKT-507

    Submitted by :

    Name & Particular Roll Number


    Submitted to :

    Md. Abdullah Al Jamil

    LecturerDepartment of Marketing

    Comilla University

  • 7/29/2019 A Study on telecomunication industry.doc



    2 DELOWAR HOSSAIN 12010723

    3 Mohammad Shaparan 12010728

    4 Alamgir Zaman 12010736

    5 Tithi Chakra Borty 120107426 Abu Hanif Md. Shohel 12010743

    Department of MarketingEMBA 2nd semester,Comilla University.

    A Study on Telecommunication Industry

    Policy, procedure and Output


  • 7/29/2019 A Study on telecomunication industry.doc


  • 7/29/2019 A Study on telecomunication industry.doc



    Communications is now the business phenomena in an Economic and Social system

    all over the world. Digital communications is the part & parcel of modern business.

    Communications over the phone is backed by enormous telecom industries. Telecom

    industries in Bangladesh are very first and rapidly growing to meet the 21st centuries

    goal. The Bangladesh telecommunications market is severely underserved. The

    extremely high poorest fixed lines network, provide a strong indicator of the potential

    demand for telecommunications, especially in the rural areas. When comparing

    Bangladeshi's level of income and its tele-density with other countries, it is clear that

    the country's telecommunications services have been neglected. Furthermore, out of

    the 500,000 fixed phone lines (350,000 considered operational) that are installed,80% of the lines are in the country's two largest cities, Dhaka and Chittagong. In fact,

    two thirds of all fixed lines in Bangladesh are in Dhaka, where less than a tenth of the

    population lives. population density, accompanied by the fact that Bangladesh has

    the one of the world's in a country such for poor countries and rural areas, it is

    cheaper to build mobile infrastructure than fixed line communications. In terms of

    topography, Bangladesh is a flat country where 90% of the country is dominated by

    alluvial river plains, which does not raise more than 10 meters above sea level. The

    highest peak is Keokradang (1230m), 80 km southwest of Chittagong in the Hill

    Tracts. The flatness facilitates the construction of base stations and improves its

    coverage area. Besides reviewing the macro indicators to identify potential demand,consumer demand for cellular services has also been studied.

    Company overflow


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    To understand the potential demand for telecommunications services in Bangladesh,

    let us look at some of the key macro-indicators of the country. With a population of

    nearly 150 million people living in an area slightly larger than the United Kingdom,

    Bangladesh is the most densely populated country in the world, with roughly 980

    people per square kilometer. More than 80% of its population lives in the rural areas,where two thirds of the population is engaged in agricultural activities. Its standing in

    the Human Development Index (HDI) remains almost unchanged at 132nd position,

    according to the United Nations Development Report released last year.

    In a country such as Bangladesh where the state-owned operator, the Bangladesh

    Telegraph and Telephone Board (BTTB), dominates the landline telephone system

    and provides poor services and infrastructure, cellular phones tend to be substitute

    for landlines. The mobile phone operations decisions were never being influenced by

    any International agreement but held up as an independent entity for making

    marketto grow. Self learning and liberalizing the mobile phone sector shaped up in

    asequential strategy for Bangladesh. From 1993 till 1996 the mobile phoneservices

    were monopolized by one company; Pacific BangladeshTelecom Ltd.which didnt let

    the customer benefitted, however, with the commissioning of mobile phone service

    by Grameen Phone Limited and Aktel in 1997, the situationstarted to improve in

    terms of price reduction and quality. The later period could be said Grameen phone

    Ltd. golden period, but the arrival of Banglalink in 2005. The mobile phone market

    brought immense price competition. The intensity of competition came as a blessing

    for the customers. This change intrend forced every player to adjust their price policy

    and quality.

    * A case Study About Citycell

    Citycell (Pacific Bangladesh Telecom Limited) is Bangladeshs pioneering mobile

    communications company and the only CDMA mobile operator in the country. Citycell

    is a customer-driven organization whose mission is to deliver the latest in advanced

    telecommunication services to Bangladesh.

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

    businesses that are focused on the unique needs of the Bangladeshi community.

    Citycells growth strategy is to integrate superior customer service, highest standard

    technology and choice of packages at affordable rates.


  • 7/29/2019 A Study on telecomunication industry.doc


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

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

    customers can access Citycell at any convenient time.

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

    touch and to do business. Citycell is offering a wide range of competitive pre-paidand post-paid mobile packages as well as Value Added Services such as SMS and

    information based services.

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

    the Indian subcontinent and launched its mobile operations in 1993 using the name

    Citycell. The mobile operator is a member of the Pacific Group, one of the largest

    privately-owned business groups in Bangladesh. It is one of the five mobile service

    operators in the country and operates a nation-wide Code Division Multiple Access

    (CDMA) system.

    Most recently Singapore Telecom Limited (SingTel), South East Asias largest mobile

    phone company, entered Bangladeshs mobile market. Expanding further its reach in

    South Asia as per its overseas expansion strategy, SingTel invested US$118 million

    for a 45 percent stake in PBTL (Pacific Bangladesh Telecom Ltd), more popularly

    known as Citycell. As part of the deal, SingTel also has the option to increase its

    stake in the company to 60 percent foe additional US$65million between April 2007

    and June 2007.



    Cellular telephones have revolutionized the communications arena, redefining how

    we perceive voice communications. Traditionally, cellular phones remained out of the

    hands of most consumers due to their high cost. As a result, cell phone carriers have

    invested time and resources into finding ways to give the systems higher capacity

    and thus lower cost. Cell systems are benefiting from this research and starting to

    develop into large-scale consumer products. Today, cellular phones are truly

    consumer electronics devices with over 580 million subscribers. The Nokia Bowl and

    Qualcomm Stadium are further evidence of the idea that cell phones are consumer

    electronics devices. Since cell phones have ceased to be an exclusive status symbol

    of high-powered lawyers and are now in the hands of millions of consumers, they are

    now incredibly cost sensitive. Specifically, it is not the cost of the device that counts,


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    but the cost of using the device. As a result, the cellular phone infrastructure is being

    optimized to allow calls to be placed as inexpensively and reliably as possible. Today,

    more than ever, cellular companies are looking for ways to bring down the call cost to

    attain even higher market penetration, especially in metropolitan areas. It is common

    knowledge that Cellular Phones are wireless phones; however, many are confusedabout how a cell phone actually works. Essentially, cell phones use high-frequency

    radio signals to communicate with "cell towers" located throughout the calling area.

    Cell phones communicate in the frequency range of 806-890 MHz and 1850-1990

    MHz. When the user wants to make a call, the cell phone sends a message to the

    tower, asking to be connected to a given telephone number. If the tower has

    sufficient resources to grant the request, a device called a "switch" patches the cell

    phones signal throughout to a channel on the "public switched telephone network"

    (otherwise known as the PSTN). This call now takes up a wireless channel as well as a

    PSTN channel that will be held open until the call is completed. The figure on the

    right side illustrates this process. This channel cannot be used for anyone elses call

    until the cell phone call is discontinued. Given this simple description of how cell

    phones work, we will add technical details about various facets of cell phone systems

    throughout the remainder of this section. As the name implies, cell phone systems

    are made up of many small "cells." Each cell in a cell phone system represents the

    area served by one ce