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.

History
Orascom 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.They made an offer ‘special number for special people’. By this offer customer can choose his or her own special number.

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.

References

1. Banglalink rolls out GPRS and gets personal with businesses.(22 Dec 2006).Retrieved from telegeography.com: https://www.telegeography.com/products/commsupdate/articles/2006/12/22/banglalink-rolls-out-gprs-and-gets-personal-with-businesses/

2. banglalink distributes orange to celebrate 10 years of success.Retrieved from www.banglalink.com.bd: http://www.banglalink.com.bd/en/banglalink-distributes-orange-to-celebrate-10-years-of-success/