Banglalink (বাংলালিংক), is the second
largest cellular service provider in Bangladesh after Grameenphone. As of April 2014, Banglalink has
a subscriber base of 29.45 million. Banglalink had 1.03 million connections
until December, 2005. The number of Banglalink users increased by 257 per cent. and
stood at 3.64 million at the end of 2006, making it the fastest growing
operator in the world of that year. In August, 2006, Banglalink became the
first company to provide free incoming calls from BTTB for both
postpaid and prepaid connections. On August 20, 2008, Banglalink got past the
landmark of 10 million subscriber base.
HistoryOrascom Telecom Holding purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (“Sheba”) in September 2004. OTH operates a GSM network in Bangladesh and provides a range of prepaid and postpaid voice, data and multimedia telecommunications services. As of March, 2006, Banglalink served more than 1.5 million subscribers. Banglalink estimates that it had a 13.1% market share of total mobile subscribers in Bangladesh.
License:
Banglalink’s license is a nationwide 15-year GSM license that expires in November 2011. It was acquired for US$ 60 million and re-branded and launched its services under “Banglalink” in February 2005.
Positioning
Banglalink
believes that teamwork is their greatest asset. Useful contributions made by
each individual bring them that much closer to their goals. The Banglalink
family is made up of a group of passionate individuals, uniquely qualified from
diverse disciplines but working towards their vision.
In early days,The biggest barrier for people was the
cost of handsets. Marketers at Banglalink were
determined to strive to lower the total cost of owning a mobile. They were here to help make a difference in people's lives by
providing affordable and reliable connectivity solutions. They promised to strive to connect people and link their lives by
listening to them and by understanding their needs. From the
very begining, Banglalink gave the highest
importance on the quality of our coverage to ensure that our customers had the best experience while using banglalink
service. Marketers of Banglalink started to expand the network very fast to cover all districts of Bangladesh by
the end of 2005, but at the same time they were committed
to maintain the quality of service.Banglalink made some
package that really attracted cutomer and helped them to made a position.
·
ladies,
first!, with the slogan Shomporker
Network (means network of relationships), was tailored for
women. It was launched on September 3, 2005. It had introduced 1 second pulse
for the first time in the prepaid market. It offered four FnF numbers. It is
currently unavailable in the market.
·
be
linked! was launched on
November 16, 2005. It was later taken over by desh package as all the be
linked! customers were automatically migrated to desh.
·
enterprise personal Prior to the launch of
Banglalink enterprise, Banglalink served the business clientele through a
similar platform named Banglalink professional.
Current Strategy of Banglalink
Banglalink marketers are now made their
strategy to make attention of students. They are started to give 12 fnf in
recent time. Recently they started call drop sevices.They are trying to get
first move advantage to make 3G network coverage all over the Bangladesh befor
other telecom operators.operators. Banglalink is giving 3G internet data purchase at low price
comparing to others. Banglalink is now started to give more and more offer to
customer to stop switching.
Recommendation
Now Banglalink is a well established brand. In Bangladesh telecom industry is full of
competition market. Banglalink gives many offer to its customers. But most of
the offer are for too little time wheres most of the offers of Airtel are for
long time. We see people often feel
irritate of getting too much promotional sms and call. So these promotional sms
and call should be minimized. On the other hand network quality of Banglalink
in rural area is poor comparing to GP and Robi. The company should work to
improve their network in rural side.
