Citicel Full

Customer Care Service in Citycell
EXECUTIVE SUMMARY
Internship/thesis program is one of the important parts of BBA. program. And this report is the findings and gathered knowledge of the program.
Basically this report is covered the present scenario of the Customer Care service of the leading mobile phone operators in Bangladesh and Specially the Citycell, the only CDMA mobile phone provider in Bangladesh . It is also focused on factors such as Citycells number of customer care centers and points and also service quantity, service quality, service availability, help line facility and its effectiveness, number facility they provide through help line. In addition to that, in my report I have drawn a general idea of Customer Care Service of the three (3) leading Mobile phone operators of Bangladesh; those are Grameenphone, Banglalink and Aktel. Lets us see the overall report.
INTRODUCTION OF THE REPORT CHAPTER
1.1
INTRODUCTION
MOBILE PHONE OPERATORS IN BANGLADESH Bangladesh, an impoverished country with 45% of its total population earning less than one dollar a day, has been experiencing impressive mobile phone growth in the past few years. Limited purchasing power, corruption, and inadequate telephone infrastructure have kept the land phone market stagnant for many years. This created exceptional opportunities for the cell phone operators to capitalize on the situation. The companies are investing a lot of money to build a network system covering the entire country. The newcomer, Warid Telecom, has alone promised to spend one billion dollars in the coming years. The operators have discovered an excellent opportunity in Bangladesh to make profit quickly and easily in the shortest period of time. Ten years old Grameen Phone, 60% owned by the Norwegian company Telenor, is estimated to be worth three billion dollars, while some analysts put the figure at four billion dollars. Last year, Grameen Phone achieved more than 50% growth in customer acquisition. A country with a population of 150 million inhabitants, and continued economic growth, appears to be a highly lucrative market, both for the mobile phone operators and network system manufacturers. A recent market survey conducted by a Swedish research institute reveals Bangladesh to be the biggest potential telecom market in Asia after China and India. Internationally reputed Ericsson, a Swedish cell phone as well as network system manufacturer, has opened a special cell at the head office in Stockholm just to concentrate on the Bangladesh market. Bangladesh is one of the fastest growing
cell phone markets in the world. Major network companies are providing the operators in Bangladesh with low-cost offers, in an attempt to reach a new segment of the population that previously was unable to afford cell phones. The operators are designing a cost effective network system to deliver services to grass-root level customers in rural Bangladesh, and focusing on extended services as well. In Bangladesh, mobile phone penetration has reached 20 percent from an insignificant number. At the end of 2004, the total number of mobile phone users was around 4 million. At the middle of 2009, this figure had jumped up to an incredible number 4.6 million subscribers! The number of mobile phone users is expected to exceed 60 million by 2012, bringing the penetration to 40%. The well-known investment bank, Morgan Stanley, anticipates an expansion to 40 percent mobile phone penetration in the country within a few years. By 2015, Bangladesh will witness an even greater growth of penetration -- it is estimated to be around 50 mobile sets per 100 inhabitants. An increasing number of mobile phone operators are showing eagerness to invest in the Bangladesh market, which demonstrates the country's huge potential in mobile phone growth for many years to come. The operators in Bangladesh have become extremely aggressive in their quest to find more users by providing competitive prices, quality services, and good-looking phone sets. The operators are expecting to strengthen the present trend and retain their own market shares. Since the operators are focusing on low-cost solutions, the network manufacturers are also committed to providing the operators with a system accessible for everyone in Bangladesh. Bangladesh's booming mobile phone market has created more than
a quarter million jobs, and has annually contributed a substantial amount of capital to its GDP growth. It has also created an opportunity for the young, qualified engineers and MBA graduates to get well-paid jobs in the urban areas. The cell phone sector is a boon to industrial development in the country. Within 10 to 15 years it may contribute as much to the economy as the garment industry, and Bangladesh will most likely head towards being a middle level income country. In view of the above, the government of Bangladesh should consider awarding an additional two or three license in the near future. In this connection, it is not inappropriate to look at Pakistan's cell phone market. Pakistan, with 160 million inhabitants, has almost similar socio-economical features to Bangladesh. Nine companies have been given licenses to operate in the country. Currently, there are 71 million subscribers, with a mobile phone density of 44 phones per 100 inhabitants. The extended mobile phone market in Bangladesh will bring more foreign investment to national development, increase employment, and play a key role in alleviating poverty. A robust and flourishing economy will support the government in accomplishing its national objectives. Eventually, it will boost economic growth and add to the GDP. In the future, the mobile phone operators will have to equip themselves to encounter intense competition and offer more low-cost effective solutions, improved customer services etc. In addition to the call services, the operators need to highlight intriguing products like internet and TV and satellite services. The government should push the operators to list their companies in the stock market so that local investors, including financial institutions and private persons, can be part of the ownership. Right now, only two of six operators are planning to
register their companies in the Dhaka Stock Exchange. The country will be benefited from having more local investors.
report) (Reference: Please see the bibliography part of the
Industry's estimated sales this year, Last year, The year before Monday 15 June 2009 Mobile operators in Bangladesh added 280,000 new subscribers during May to reach a total of 46.41 million, according to figures from the Bangladesh Telecommunication Regulatory Commission. Mobile operator GrameenPhone led the market with 21.05 million subscribers, compared to 21.02 million a month earlier. Banglalink was the number two with 10.95 subscribers, up from 10.90 million customers in April, while AkTel ended the month with 8.84 million subscribers, an increase from 8.83 million. Warid Telecom grew its subscriber base to 2.53 million from 2.41 million in April, while Citycell ended May with 1.94 million customers compared with 1.92 million. Smallest operator TeleTalk's increased its subscriber base to 1.10 million from 1.05 million a month earlier. Bangladesh's mobile phone industry could more than double its 11 million subscribers in three years if the government eases taxes on handsets and service connections, an international trade association said Wednesday. "By the end of 2009, we expect at least 24 million subscribers, but it will depend on the government's taxation policy," Ricardo Tavares, senior vice president of the GSM Association, told reporters. The London-based association represents the world's mobile phone operators who use the GSM system, which stands for global system for mobile technology.
DHAKA, July 22 (Reuters) - GSMA, the global trade body representing the mobile telephone industry, called on Bangladesh to eliminate its SIM card tax to make cellphone connections affordable to its more than 100 million unconnected people. The SIM card tax of 800 taka ($11.6) per connection is the single largest obstacle to the acquisition of new subscribers, constituting a major barrier to growth and blocking new investments in updated mobile networks that provide broadband via mobile infrastructure, the GSMA said on Wednesday. The impoverished south Asian country's mobile sector had grown rapidly, but GSMA said that recently "the growth of the sector has come to a halt due to increases in taxes." Mobile adoption growth rates have been consistently declining in the last three quarters, and now stand below 3 percent per quarter, the GSMA said. "It is a negative proposition all round, as consumers lack access to mobile services, the government loses with lower tax collection as the number of users declines, and mobile operators have a diminishing customer base," said Ricardo Tavares, senior vice president for public policy at the GSMA. "The elimination of the SIM card tax is essential to re-establish the growth path of the mobile industry in Bangladesh and would work in a counter-cyclical way stimulating the whole economy," Tavares said in a statement. Research firm Deloitte & Touche have estimated that mobile communication has raised economic growth in Bangladesh by 0.12 percent for each 1 percent increase in penetration. As of end-June, there were 46.7 million cellphone users in the country.There are six cellphone carriers in Bangladesh, including five foreign operators. GrameenPhone,
controlled by Norway's Telenor (TEL.OL), leads the market with 21 million subscribers, followed by Egyptian company Orascom Telecom's (ORTE.CA) Banglalink and AkTel, majority owned by Telekom Malaysia International (TLMM.KL). Bangladesh's telecommunications regulation needs wide-ranging reforms if the world's seventh most populous country is to realize the full social and economic benefits that flow from the widespread use of mobile phones, according to a study by economics consultancy CRA International and law firm Gilbert + Tobin for the GSM Association. Among the study's main recommendations: Bangladesh needs to dismantle its international gateway monopoly, which makes international calls hard to complete and excessively expensive, strengthen its telecommunications regulator so that it can more efficiently allocate spectrum and issue licenses for 3G mobile services before the third-quarter of 2008. "There is extensive evidence that the widespread use of mobile phones can boost economic growth, raise living standards and reduce poverty*," said Tom Phillips, Chief Government & Regulatory Affairs Officer of the GSMA. "This report sets out the short-term and long-term steps Bangladesh needs to take to enable mobile telecommunications to realize its full potential to increase the efficiency of the domestic economy, as well as improving Bangladeshi citizens and businesses' access to global markets." Boosting the capacity of the existing international gateway, which is run by stateowned BTTB, and then opening this market up to other companies, is particularly urgent, as the study found the current situation is imposing a substantial economic cost on Bangladesh. The existing monopoly limits communications between Bangladesh's businesses and their international customers and between Bangladesh's consumers and relatives and friends in other countries. The study found that dismantling the monopoly would lead to a major rise in call volumes and
a 125% increase in government revenues from international gateway services in 2008. Another priority identified by the study is to give adequate funding and budget authority to Bangladesh's telecommunications regulator, BTRC, to enable it to act independently and acquire and retain appropriate expertise, particularly in the vital areas of spectrum management and license enforcement. The study found the current licensing regime allocates spectrum in an inefficient way and some of the country's mobile operators don't have sufficient spectrum to enable them to provide services to more Bangladeshis. The authors recommend that BTRC conduct an immediate strategic spectrum review and then allocate spectrum in the internationally harmonized 2100Mhz band for 3G mobile services before the third quarter of 2008. This spectrum should be licensed in a way that reflects its economic value and ensures it is efficiently used, the study argues. IEMRs Mobile Operator Forecast on Bangladesh provides over 65 operational and financial metrics for Bangladeshs wireless market and is one of the best forecasts in the industry. We provide six-year forecasts at the operator level going out to 2013. We also provide quarterly historical and forecast data starting in 1Q2003 and ending in 4Q2013. Operators covered for Bangladesh include Banglalink/Sheba (Orascom Tel), GrameenPhone (Telenor), TM Int'l (Telekom Malaysia), PBTL (SingTel), Warid, and BTTB. Our Mobile Operator Forecasts are updated quarterly and are available for one-time delivery or through regular updates. IEMRs Global Mobile Operator Forecast covers up to 65 operational metrics of 200+ mobile operators in 50+ countries, making up 80% of the worlds population. Our forecasts are based on our proprietary, country-specific forecasting models. These models deploy multiple regression analysis and cross-impact matrices that estimate relationships between subscriber data, technology use and deployment
data, overall economic and demographic changes expected in a particular country; and relate these to company operational and financial metrics. Subscriber growth increasing at decreasing rat +43.3% average subscriber growth in Bangladesh from 3Q.2008 ARPU growth levels are falling -24.9% operator-wide average ARPU growth in 3Q.2008 Minutes of Use per Subscriber increasing at decreasing rate +21% industry in 3Q. 2008. Operators seeing their EBITDA growth decrease Industry moving average EBITDA growth was 11% over last four quarters So what is IEMRs Forecast? Total subscribers to reach 76.3 million in 2013 ~ We forecast that total subscribers in Bangladesh will increase from 46.93 million in 2008 to 76.3 million in 2013. ~ All operators will see their number of subscribers increase over the next five years. ~ GrameenPhone will maintain its lead over the next five years. ~ Banglalink, TM Intl, Warid and PBTL will remain in second, third, fourth and fifth place respectively. BTTB to finish last.
1.2
ORIGIN OF THE STUDY
My internship thesis is an educational requirement of BBA Program under an assigned faculty of Business School of Stamford University Bangladesh, which is a professional degree. BBA students have to do an internship program as a practical orientation to the workplace where he/she can amalgamate the traditional hypothetical knowledge with practical work experience. Or have to prepare a thesis/report on a topic which is related with any company or business. I have completed my BBA from Business School of Stamford University Bangladesh. As I am an employee of Pacific Bangladesh Telecom Limited (Citycell), I have prepared my Internship Report on Customer Care Service of this organization 1.3
JUSTIFICATION OF THE REPORT
Nowadays the word Customer Service is considered as a dominant factor for customer satisfaction in mobile telecommunication industry. The customer demands are increasing day by day. Initially, customers used to demand good network coverage from the mobile phone operators. Later on customers became more price sensitive, and started demanding low cost service along with the good network. But now the situation has changed, market become saturated where each and every mobile phone operators are providing almost similar benefits to the customers, so in this situation the term Customer Service becomes a crucial factor for the operators in order to satisfy customers and also to prove themselves different from others. That is the reason why leading companies like GP (Stay Close), Banglalink (Kotha Dilam) and Citycell engaged in different customer service campaign to accelerate the customer satisfaction.
1.4
SCOPE OF THE REPORT
As an Employee under Customer Care Division, through this report I can get a chance to work in the real life situation which will help me to increases my professional skill regarding the customer service in mobile telecommunication industry Bangladesh. Apart from that, Citycell can be benefited from this project as they are going to get a picture of the current condition regarding customer service of the whole mobile telecommunication industry.
1.5
DATA COLLECTION
To conduct the project and analyze each mobile phone operator in terms of their customer service, I have collected the secondary data. Secondary data: Secondary data sources were the internet, different published journals, employees from Grameenphone, Aktel, Banglalink and colleagues from Citycell, news papers and magazines etc.
1.6
LIMITATIONS OF THE REPORT
The main problem of this project was data collection. The data collection was full of complexities because I had to talk with different level of employees from different organizations but for the company privacy, they couldnt provide 100% correct information.
BODY OF THE REPORT CHAPTER
2.0 COMPANY HISTORY
COMPANY PROFILE
2.1 PORTRAIT OF THE ORGANIZATION

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. The company operates a 24-hour call centre with well trained operators to respond to customer queries. Citycells customer service 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-paid and post-paid mobile packages as well as Value Added Services such as SMS and information based services 2.2 The Company Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service provider in the Indian Subcontinent, with its inception in 1993. The address of the Head office: Pacific Centre, 14, Mohakhali C/A Dhaka 1212. PBTL was founded by Pacific Group Limited and Hutchison Whampoa Limited. Citycell is the brand name under which PBTL provides wireless telecom or mobile phone service and products to its customers.
PBTL is one of the companies of the Pacific Group. The Pacific Group is involved in various businesses including: Pacific Group of Companies (since 1967)
Fisheries Banking Automobiles Tea Pharmaceuticals etc
PBTL is also the only operator in Bangladesh supporting two mobile technologies AMPS and CDMA, while providing, in addition, Cellular and Fixed wireless services. 2.2.1 Pacific Group Limited The Pacific Group is a group of companies under common ownership. The group has interests in automobile service (Pacific Motors Ltd.), consumer electronics (Pacific Industries Ltd.), fisheries (Bengal Fisheries Ltd.), tea (Noyapara Tea Company Ltd.) and telecommunications (Pacific Bangladesh Telecom Ltd.). This group of industries was founded by the renowned industrialist and former honorable foreign minister Mr. M. Morshed Khan. 2.2.2 Hutchison Whampoa Limited Hutchison Whampoa Limited (HWL) is a Hong Kong based diversified, multinational company with origins dating back to the 1800s. As part of the Li Ka-Shing group of companies, HWL's ultimate shareholder is Cheung Kong (Holdings) Limited, which has a 49.9 % interest in the Company. In terms of market capitalization, HWL is one of the largest companies listed on the Hong Kong stock exchange. With over 150,000 employees worldwide, the Group operates five core businesses in 41 countries. 2.3 The Company History In October 1990, Hutchison Bangladesh Telecom Limited (HBTL) was formed as a joint venture between Bangladesh Telecom Limited (BTL) and Hutchison Whampoa Limited of Hong Kong. In March of that year BTL had been issued a license by Bangladesh Telegraph and Telephone Board (BTTB) for operating cellular, paging and other wireless communication networks. The joint venture agreement with Hutchison gave HBTL the right to use BTLs cellular license while Hutchison would provide financial support to BTL.
However, soon there was legal dispute between BTTB and BTL regarding the BTTBs refusal to provide Public Switch Telecommunication Network (PSTN) channels, which ensured connectivity to the BTTB network. The Supreme Court then ruled in April 1993 that BTTB would have to provide PSTN connections to HBTL, and that BTL would have to transfer the cellular portion to the license of HBTL. Bangladesh Telegraph and Telephone Board gave HBTL the PSTN connections in August 1993 and HBTL began commercial operation of the first cellular telephone service in Bangladesh in the same month. The owners of HBTL, however, decided to sell their stakes in the company due to the legal war. HBTLs shares were divided into two parts: Type A, which was held by BTL and Type B, held by Hutchison. Each type of share represented 50% title of HBTL. Pacific Motors Limited bought the type A shares while Hong Kong based financial investors Far East Telecom Limited bought the Type B shares. On 12th February 1996, HBTL was renamed Pacific Bangladesh Telecom Limited (PBTL). PBTL uses the brand name Citycell to market its cellular products. In order to boost the financial and also the managerial strength of PBTL, the shareholders of the company have completed the transaction under the agreements in which Fujitsu Limited, Japan and Asian Infrastructure Development Company (AIDEC), established in Cayman Islands, would acquire 10% and 20% equity shares in PBTL, respectively on June 2000. With this acquisition of 10% shares by Fujitsu Limited, a Global Fortune 500 company, they have further strengthened their presence in Bangladesh and have also demonstrated confidence as well as their commitment to the Bangladeshi market. Fujitsu has long been supplying Microwave links and telecommunications equipment to Bangladesh Telegraph and Telephone Board and is clearly a leading market player in providing telecommunication solutions in Bangladesh. Being 10% equity shareholder of the company Fujitsu is in a position to nominate 1 (one) Director to the Board of PBTL.
2.3.1 History in Brief
Date
Event
1989
Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular, paging, and other wireless communication networks. Hutchison Bangladesh as a Telecom joint Limited (HBTL) was BTL incorporated and in Bangladesh venture between Hutchison
Apr-90 Aug-93 Aug-93 Dec-93 Feb-96 Mar-97 Apr-97 Mar-99 Jan-01 Apr-01 Nov-01 Jan-02 Jan-02 Mar-02 July-02 Sep-02 Oct-02 Jan-03 Feb-03 Jun-03
Telecommunications (BD) Limited. 1st cellular operation in the South Asian sub-continent HBTL began commercial operation in Dhaka using the AMPS mobile technology. Pacific Motors Limited acquired the entire 50% share holding of HBTL. HBTL was renamed Pacific Bangladesh Telecom Limited (PBTL) and launched the brand name Citycell Digital to market its cellular products. 1st to extend coverage to Chittagong. Citycell began commercial operation in Chittagong. 1st to adopt CDMA technology. CDMA technology was first introduced by Citycell. 1st to set-up a communications backbone to Chittagong. Dhaka-Chittagong microwave is launched. Citycell introduced the 15-second pulse rate in the cellular industry of Bangladesh. Citycell commences operations in the Sylhet zone. Value Added Services (VAS), such as 24 hour billing information, news, services, sports, etc., are introduced. First operator in Bangladesh to offer off-peak rates. First operator in Bangladesh to offer prepaid services with two-way PSTN (Bangladesh Telegraph and Telephone Board) connectivity. Citycell extends coverage to Rangpur, Dinajpur, & Syedpur, the northern districts of Bangladesh. Short Message Service (SMS) is introduced. Citycell launched its services in the major northern business city of Bogra. First operator in Bangladesh to introduce the One2One post-paid package. Citycell reaches a coverage level of 40 districts out of a total of 64 (61 districts eligible).
Jun-03 Aug-03 Sep-03 Oct-03 Nov-03 Mar-04 June-04 Mar-05
Network capacity is increased to 240,000. Citycell introduces Amar Phone, a postpaid mobile-to-mobile package offering the lowest outgoing rate per minute in Bangladesh. First operator in Bangladesh to introduce IDD and NWD for prepaid subscribers. Citycell reaches a coverage level of 51 districts out of a total of 64 (61 districts eligible). Citycells 24-hour customer call center opens. Network capacity is increased to 280,000. Citycell opens its customer service centres 7 days a week countrywide. Citycell launches RIM based handsets. Citycell introduces, Alaap Call me, a pre-paid Bangladesh Telegraph and Telephone Board both-way connectivity package with the unique Call2Cash feature to earn (talk-time) credits upon receiving Citycell calls. Singtel acquires 45% equity stake in Citycell. Has a call option to acquire another 15% by 2007. Launched Virtual Card (V-Card): SMS based discount coupon first time in Bangladesh with 326 merchants in Dhaka, Chittagong, Rajshahi, Khulna, Sylhet, and Cox's Bazar. (3rd December)
June-05
Dec-05
Launched UTK Menu "FREEDOM": Most of the VAS keywords, short codes, and service calling numbers have been integrated in the RIM Cards and can be accessed from the UTK enabled handsets. The respective VAS can be availed in a Click-n-Go manner.(15th December) Introduced Trump Card; a discount card for the loyal and high end customers
Jan-06 Oct-06 Feb-07 July-07 Nov- 07 Feb-08
which is accepted at more than 325 outlets in Dhaka, Chittagong, Rajshahi, Khulna, Sylhet, Kuakata and Coxs. Bazaar. Launched myCitycell Gift Shop, a Voice SMS and music Messaging service. Citycell extends coverage to 61 districts with more than 470 Thanas of the country. Launched myCitycell ZOOM wireless internet service Citycell re-launches its brand with a new promise, unveiling a new vision and revitalized look. Electronic recharge system e top-up launched on pre-paid with 900
retailers nationwide. Mar-08 May- 08 May-08 Aug-08 June-09 Citycell (Pacific Bangladesh Telecom Limited) becomes a Public Limited Company. Citycell launched Music Box, first mobile music service in Bangladesh. Citycell commences network in Chittagong Hill Tracts with test transmission in Bandarban. Citycell achieves network coverage in all 64 Districts of Bangladesh Citycell introduced the High Speed Mobile Internet ZOOM Ultra
2.4 Mission, Vision, Objectives, Goals and Strategies 2.4.1 Mission Pacific Bangladesh Telecom Limiteds mission statement is The most successful cellular, paging and other wireless service provider in Bangladesh by virtue of having greater operating expertise. This mission statement puts into perspective about a few points about Citycell. Their inherent emphasis is on quality, not cheapness of service. The first priority is to provide a high-end service that can be used for both commercial and personal use. 2.4.2 Vision The Vision of the company is To continue to be the leader in the Telecom industry in the region and provide a complete communication solution to our customers with a smile. It may be noted that there is an emphasis on strong customer relations. This is important to Citycell especially as, until recently, they positioned their packages as high-end packages This means that they need to promote their packages especially to corporate and business users. Such customers will require strong support for brand loyalty to develop. 2.4.3 Objectives The business strategy of Citycell is focused around two objectives: Qualitative Objectives Increasing service offerings. Expanding the network. Creating innovative, unique, and cost-effective various products to customers. Increasing loyalty by focused customer retention program.
Develop operational procedure for the fast deployment of service. Quantifiable objectives Increase subscriber base over 1 million on the network by December 31, 2006 with 99.8% overall network availability. 2.4.4 Goals The current strategic goal of the company is to occupy a unique position in Bangladesh in the telecom sector. One way to achieve this is to develop a strong subscriber base to be able to penetrate in the markets with other attractive products. The ways to ensure a strong subscriber base is to: Meet customer requirements Establish technological leadership trough choice of appropriate technology Establish service leadership through quality manpower Expand the footprint of cellular coverage Expand the customer base
2.4.5 Business Strategies Citycell is a service-oriented company as it provides wireless telecom service. Their primary business according to Citycell is to sell wireless telecommunication packages to the customers and provide customers with comprehensive wireless telecommunication solutions. Citycell as it first started out its business in 1993 targeted a niche market of the rich businessmen who would need information on the move or use it as a luxury item. It had a Blue-Blood image at that time. It followed the premium pricing policy. It was the right decision at that time and Citycell made a lot of revenue by doing so. But with the emergences of GrameenPhone and AkTel, Citycell had to change its business policy. It could not survive in the long run with the Blue-Blood appeal. It brought down the prices of its mobile packages from what was Tk.150000 in 1993 to 15000 at around the year 200001. And today the lowest price of their package on offer costs around Tk.1399. Citycell had to establish a mass-market strategy as it now targets every segments of the mobile telephony market. Let us look at the strategies that Citycell follows now a day:
2.4.5.1 Functional Level Strategy Pacific Bangladesh Telecom Limiteds focus is on efficiency, quality, innovation, and customer responsiveness. Citycells functional level strategy deeply concentrates on being customer responsive. It wants to grow its business by providing superior customer service to the customers. And for that, as already stated, Citycell has a 99 member customer service team working for them 24 hours a day, on the Helpline or in the front desk 7 days a week. Not only that Citycell has just recently introduced a slogan saying, Because We Care. The strategy is very much suited to Citycell as we know that Citycell have strong competitors in the form GrameenPhone and AkTel. 2.4.5.2 Business Level Strategy The business level strategy of Citycell is that of differentiation. As Citycell targets everybody from a small businessman of a small town to the big corporate of the urban area, all its packages appeal to everybody. There are the prepaid mobiles for the cost conscious people and for heavy users the postpaid connections are there in the offering. It has prepaid mobile-to-mobile packages and 24 hours Bangladesh Telegraph and Telephone Board connectable prepaid packages. The packages that offered will be classified in depth in the marketing mix part of this section. Pacific Bangladesh Telecom Limited applies both the cost leadership and differentiation strategies as their business level strategies. Citycell wants to increase market share by expanding the network by ensuring least call rate than any other mobile companies. 2.4.5.3 Corporate Level Strategy Pacific Bangladesh Telecom Limited follows related diversification as their corporate level strategies. The management of Pacific Bangladesh Telecom Limited is already involved in diversified businesses of automobiles, banking, tea gardens etc. But Pacific Bangladesh Telecom Limited itself has no plans of any sort of backward integration, which would be creating technologies like CDMA or forward integration to make mobile sets themselves. 2.4.5.4 Global Strategy Citycell does not have any Global strategies as it is still in a growth stage within Bangladesh. But for the sense of it, some of the mobiles do have the ISD connection in them.
2.5 Workforce Citycell has currently 1000+ permanent employees under direct payroll of Citycell. There are 150+ part timers working currently. The CCD is the biggest department in Citycell at this moment with 600 employees. 2.6 Organizational Structure The Charts below represents the basic organogram of the company:
Figure 2.1: Citycell Organogram
2.7 Marketing Mix of Citycell Citycell now follows the mass-market strategy. It has long passed the days when it used to be the monopolistic cellular phone company selling its connections with sets at Tk. 150,000.00. Now, it wants to serve all segments of mobile users from low end users to corporate all over Bangladesh. The Marketing Mix or the 4Ps that Citycell follows are discussed below2.7.1 Product Citycells products are the packages it offers. Citycell offers both postpaid and prepaid packages for consumers as it has already been discussed that Citycell wants to serve
everyone. Though Citycell had a number of packages under its pre-paid and post-paid connections in October, 2007 Citycell has re-launched its services to simplify entire service portfolio. The previous packages were as following 2.7.1.1 Previous Post Paid Packages The postpaid packages that Citycell had are Citycell Supreme
2.7.1.2 Previous Prepaid Packages Citycell released its prepaid first in 2002, with the uniqueness of having TNT incoming facility. The pre-paid package of Citycell was called Aalap. It was the first to offer a prepaid plan with BTTB connectivity in the same year. During 2005-6, the company made great strides in its prepaid product offering. In 2005, it launched the Aalap Call Me plan- the first phone plan with negative tariff in the country. In this plan customers get credit added to their balance when they receive calls from other Citycell subscribers. In the same year, Citycell launched Aalap Super plan. Subscribers of this plan could make free calls to other Citycell subcribers during late night hours. This espoused numerous copycat products from its competitors. Later that year the national telecoms regulator ordered all phone companies to cease offering free call facility. In 2006, Citycell launched Hello 0123 plan. The name 0123 signified tariff of Tk 0 for calls to one Citycell number of the subcriber's choice, Tk 1 for calls to two other Citycell numbers, Tk 3 for calls to all other Citycell numbers and Tk 4 for calls to all other networks. This plan was followed up with a string of other spinoff plans that continue into 2007. The prepaid packages that Citycell had are Hello Tomake Aalap Classic Citycell Prepaid PCO Citycell Landcell
As there were an overwhelming number of packages offered to the consumers in different rates and all sorts of details the life became too complicated for the buyers. It was really difficult to pick a package just by understanding what it had to offer. At a certain point companies started realizing the difficulties faced by the mass. Citycell took the initiative and gathered all thoughts and consumer insights to simplify its offering in the market. After months of analysis, testing and research the company finally re-launched in October, 2007 and introduced Citycell One a simple product to the market. Both its pre-paid and post-paid services now fall under Citycell One. Citycell also revamped its entire line of communication and introduced a changed logo as consumer interface. The other value added services are also given respective logos to gave them separate identity and look. New color associations are formed and pay-offs also started endorsing the simplified promise of the Company itself. They call it Citycell Once, Its Simple. 2.7.1.1 Citycell One Postpaid The postpaid plan is branded as Citycell One 2.7.1.2 Citycell One Prepaid The current only prepaid plan is branded as Citycell One. Under this package Citycell customer can call to other Citycell users for only 25 paisa and other operators for only 98 paisa all day all night. The prepaid packages are made for the cost conscious buyers. It does not matter if the person is a businessman or a student. But the user has control on his cost of mobile usages; because he knows how much money he is spending on making a call. Besides the hassle of going to the banks is easily avoided. But of course the rate is a bit higher than postpaid mobile call charges. It is currently the most effective tool for Citycell and other companies for growth in respects of gaining customers throughout the whole of Bangladesh. 2.7.1.3 Zoom Mobile Internet Service
Citycell introduced the fastest mobile internet service in Bangladesh as Zoom & Zoom Ultra. It has pre-paid & post paid packages in a competitive rates. 2.7.1.4 Set Classification Citycell classifies its subscribers sets in two ways depending on from they buy it from. The sets, which are brought from Citycell, are called the White Sets and those, which are not brought from Citycell, are called Grey Sets. 2.7.2 Price Citycells policy when it comes to pricing is to keep the lowest call rate possible per minute for the zonal calls. This is visible in their call rate policy compared to that of others. The call rates are discussed in-depth in the later Call Rate Comparison part of this report. When a customer brings his won set which is called Grey Sets, he has to present a bank clearance to make sure that he/she paid the tax on the purchased set and they also have to pay an additional charge of Tk.400 (programming charge) for getting the set programmed. This is for an existing number in a Grey Set. For buying a new connection for a Grey Set customers as well need to show the tax papers and pay an additional charge Tk.400 either for a new prepaid or postpaid line. The customer has to pay a refundable deposit fixed for the postpaid packages. For any sort of connection bought the lowest price that Citycell has for offer at the moment for a set and a line is Tk.1,300 and the highest is of Tk. 10,450.00.
The customer always have to pay 15% VAT for his/her bills (both pre-paid and post-paid) according to government regulations. The set price of Citycell includes the 15% VAT. 2.7.3 Place The main emphasis of Citycell when deciding on place is convenience and proximity to customers. Dealers are not treated as the subordinate branches of the company. Instead they are taken as partners in the endeavor to provide better services to customers.
The primary marketing channel used is that of distributors who are at various locations. It is only natural, from a business point of view, that the density of dealers is highest in Dhaka. In other regions of the country, there are dealers in each main town of the various provinces where Citycell network exists. Network coverage has been increasing and so are the numbers of dealers. Logistics and transportation is handled by the dealers primarily. A certain amount of logistic support is provided to dealers for better supporting their activities for Citycell. 2.7.4 Promotion The company that had once relied on its name to gain new market share now has to aggressively market their brand and packages among the Bangladeshi customers. The main advertising is done through Above The Line communication channel that is Television Commercials and Print Ads in all leading daily newspapers and magazines. The advertisements are distinct then the competitors. The look and feel of the ads is warm and presented in humorous ways across all media. The personality been created is young, happy, cheerful and witty. The smartness of its usage are been translated as going towards the simplicity of life. The elements in the commercials depict a easy and simple lifestyle through the easy to understand packages and useful implications of the benefits offered. While most commercials in the industry are projecting hard-burned emotions to exploit the consumer with a soft story the Citycell goes in a distinct way to promote the functional benefit in a very effective and meaningful way. The company is happy to see the results of its commercials as people are successfully differentiating the Citycell image then the others
in the market. Citycell management believes to create commercials and not some award winning story telling efforts. The Out-of-Home media is also heavily used in recent days to make sure that the outdoor visibility is there. Overhead plastic billboard ads of Citycell are visible on every major and important roads of most cities of Bangladesh and in Dhaka the presence is satisfactory. The slogan of these ads is the current theme of Citycell its Simple.
Personal selling is done not just for phones but also for new data transfer services to corporate customers. This is done by the direct sales and also by corporate sales department under Marketing and Sales. Events in public places have started recently with a strategic road map and gradually it will reach in all potential places of the country. Direct sales with assistance from Trade Marketing carries out such event operations in places. The marketing department carries out public relations. It emphasizes on Pacific Bangladesh Telecom Limiteds contribution to the development of the telecom industry in Bangladesh and the introduction of advanced CDMA technology. As part of their promotional activity the marketing department gives out banners, poster and calendars to its dealers. Notebooks and calendars are given out to corporate clients every year. 2.8 Current State of Citycells operations Citycell packages are focused to follow the companys differentiation strategy. There area number of market segments into which Citycells potential and current customers can be divided. Pacific Bangladesh Telecom Limited always strives to make each Citycell package released to be unique and noticed above that of the competition. They also try to attain distinctness in their sales and marketing strategy to make them seem like a unique, blueblooded mobile phone company. In order to do this, they have made a number of strategic choices, which may set them as being different from other companies; they also handicap them in a significant manner. The primary strategic choice that has affected them is such a manner is their choice of technology. Although CDMA technology is far in advance from other technologies, it has yet to gain a significant acceptability in Bangladesh. Thus what has happened is that there is a serious shortage of CDMA sets and, as knock-on, effect higher price of the sets that are available. Worse, many sets are simply lying around due to lack of spare-parts. Customers have to pay line rent for faulty or dead sets. Many customers are disconnecting their Citycell lines and buying cheaper packages from other companies. The detrimental effect this has had on operations is that Pacific Bangladesh Telecom Limited is finding increasingly less room to maneuver and introduce new features in their service, which will help them combat competition. This also means that they have to fight for survival rather than for dominance. Inherently, Pacific Bangladesh Telecom Limiteds strategies appear to
be more reactive than proactive. A very important aspect of current operations is the severe effect that centralization of organization has on operations. The regional offices are responsible for handling phones only in that zone. There is a severe lack of coordination between the various regional offices, which has a detrimental effect on customer satisfaction. Worse, the entries for each zone are done all on one floor in the head office at the vast majority of customers buying their sets directly from Pacific Bangladesh Telecom Limited, it means that they are also dependent on Pacific Bangladesh Telecom Limited for repairs and spare part needs. Thus the current staffs who work at repairs and servicing are severely overworked. This affects morale and employee satisfaction, reducing the efficiency of set-servicing process and thus has results in dissatisfied customers. In all Pacific Bangladesh Telecom Limited is a company with immense potential, but it remains to be seen whether management can fully harness this potential. The potential is present in all the factors of operations: 1. The technology is very advanced and has immense potential 2. The labor factor is strong with some very capable staff 3. Pacific Bangladesh Telecom Limited has sufficient capital to undertake infrastructure investments 4. There is still a significant portion of goodwill towards the company from its stakeholders What Pacific Bangladesh Telecom Limited needs to do now is to harness all these positive factors, negate the detrimental ones and move forward. 2.9 Network Coverage of Citycell Citycell has an extensive network coverage throughout the country. Citycell is continuously expanding and upgrading already comprehensive network and to meet consumer demand and maintain a high quality network. Citycell has already undertaken substantial expansion program. The program has been designed to upgrade network technology and add network capacity to support the companys consistently increasing customer base. The recent expansion in three hill districts of Rangamati, Bandarban and Khagrachori gave Citycell a network across all 64 districts of Bangladesh.
Figure 2.2: Latest Network Coverage Map of Citycell Present Coverage.
2.10 Future Direction of the Citycell The Company appears to be moving towards a more customer oriented approach to its overall customer policy. Gone are the days when Pacific Bangladesh Telecom Limited could dictate terms to its clients. These days Pacific Bangladesh Telecom Limited has to
spend an increasing amount of time covering its shortfalls and persuading customers to stay with them. This is especially worrying after what is perceived to be by many industry insiders a concerted effort by GrameenPhone to make headway into the corporate market a domain that was once almost exclusively under Pacific Bangladesh Telecom Limited. What Pacific Bangladesh Telecom Limited is really looking for is a way by which it can seriously bounce back into dominant position. The primary reason for choosing CDMA is that they hope to be able to introduce next generation (2G) mobile phone features such as voice conferencing, Internet, sending visual data, etc into their services. It remains to be seen how successful they are in harnessing the full power of CDMA technology. There is also a proposal to decentralize their organization in order to be able to better serve their customers in the far-reaching regions of the country. This means that many major functions will be spread out throughout the country divided according to customer regions. It is yet to be seen how much decentralization may occur, but it is a major issue under consideration. If the network expansion into North Bengal and then into Khulna region occurs soon, there is a real potential, by virtue of superior technology, to gain a significant competitive edge over GSM rivals. Then there is the sale of data link to corporate clients. This will gather significant revenue for the company as well as solidify its position with its corporate clients as their primary information transfer and telecom provider. The incongruities between the various tariff plans of the various packages are to be removed both to make it much easier for customers to budget usage and also to increase the value for money of each package. There are no mergers or acquisitions in the future, but it is believed that Fujitsu may increase its holdings in Pacific Bangladesh Telecom Limited and gain greater management control. If this happens, then the entire picture may change. This is especially important if we consider the fact that slowly boundaries are opening and technologies are improving. GSM will give way to more advanced technologies like CDMA and there will soon be no national boundaries as defined in the telecom industry. If that happens and the telecom sector is further liberalized, then Pacific Bangladesh Telecom Limited can look forward to increased growth and revenue 2.11 Acquisition of SingTel Singapore Telecommunications Limited (SingTel) recently announced that it has invested US$118 million for a 45 per cent equity stake in Pacific Bangladesh Telecom Limited (Pacific Bangladesh Telecom Limited). In addition, SingTel has a call option to increase its
equity interest in Pacific Bangladesh Telecom Limited to 60 per cent for an additional US$65 million. The option can be exercised between 1 April and 30 June 2007. The recent investment made by SingTel has created a lot of options for the company. Everyone is expecting that network expansion and technology up gradation will occur at a fast pace. This is especially important if we consider the fact that slowly boundaries are opening and technologies are improving. GSM will give way to more advanced technologies like CDMA and there will soon be no national boundaries as defined in the telecom industry. If that happens and the telecom sector is further liberalized, then Pacific Bangladesh Telecom Limited can look forward to increased growth and revenue.
Figure 2.3: SingTels Group Structure Shareholding of Pacific Bangladesh Telecom Limited: Past, Present & Future Shareholder Past Present Future Pacific Motors 40.00% 31.43% 31.00% Far East Telecom Limited 30.00% 23.57% 9.00% Asian Infrastructure Development Company 20.00% Fujitsu Limited 10.00% -
SingTel Asia Pacific Investments Private Limited Total
100.00%
45.00% 100.00%
60.00% 100.00%
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Bangladesh. Following lists the shareholders of the company:

of
Securities
and
Exchange
Commission
Pacific Motors Limited Pacific Traders Limited Pacific Industries Limited Far East Telecom Limited SingTel Asia Pacific Investments Pte Ltd SingTel Consultancy Pte Ltd Singapore Paging Pte Ltd
2.11 Strengths & Opportunities from SingTel Equity injection of $90M (in phase 1) will give necessary thrust in aggressive expansion strategy of Pacific Bangladesh Telecom Limited. A multinational corporate like SingTel as a major stakeholder will give enhanced access to funding. SingTel, as an international player, will provide incremental leverage over vendors (handsets, equipment). SingTel brings in 120 years of expertise innovation, quality, efficiency, and corporate governance. Pacific Bangladesh Telecom Limited with SingTel is better poised to capture the market potential & become the market leader. Benefit from seamless coverage across SingTel network in Asia and international access across the world for international roaming through its submarine & satellite network.
3.1
CURRENT STATUS OF THE MOBILE TELECOM INDUSTRY BANGLADESH
Serial No.
Operators Name
Number of Subscribers (June, 2009)
Number of Customer Care Centers 72 08 19 14 06 04
Number of Customer Care Point/SD/Touch point/Franchise 597 99 443 124 500 00
1. 2. 3. 4. 5. 6.
Grameen Phone Banglalink Aktel Warid Citycell Teletalk
21.16 Million 11.04 Million 8.85 Million 2.58 Million 1.96 Million 1.10 Million
Table: 2.1.1 Total Number of Subscribers: 46.69 Million (June, 2009)
Number of Subscribers (June, 2009), In Million Citycell 4% Teletalk 2%
Warid 6% Aktel 19%
Grameen Phone 45%
Grameen Phone Banglalink Aktel Warid Citycell Teletalk
Banglalink 24%
Chart: 2.1.1-A Total Number of Subscribers: 46.69 Million (June, 2009)
3.2
CUSTOMER SERVICE OFFERED BY THE MAIN
OPERATORS IN TERMS OF CUSTOMER
CARE CENTRE
3.2.1 Grameen Phone: Service Type: Different types of services are provided by GP customer care centers for its subscribers which are given bellow:-
1. SIM Replacement 2. Postpaid reconnection 3. Postpaid Migration 4. Billing Address change 5. Itemized Bill 6. Bill / usage / payment Information 7. Product information 8. Death case 9. Duplicate paper 10. Signatory change 11. Refund 12. Adjustment 13. Ownership transfer 14. Complain & query handling 15. Bar / unbar 16. Refund
17. Signatory change (for company phone only) 18. Password unblock 19. Temporary disconnection 20. Permanent disconnection 21. Technical problem 22. Faulty SIM Replacement (both pre and post paid) 23. International Roaming. 24. Welcome tunes configuration 25. VSMS ( Voice SMS) 26. Thank you bonus 27. Welcome tunes configuration 28. Edge configuration 29. Voice mail 30. Password unblock 31. Edge related services
Service Availability: The outlet remains open from 8:00 am to 8:00 pm including all government holidays. 3.2.2 Banglalink: Service Type: Banglalink centres provide all sorts of services to their subscribers. According to them, they are aimed at providing a complete mobile solution, connections, handsets, accessories and provide selected customer services like SIM replacement, reconnection, bill payment etc. Service Availability: The outlet remains open from 9:00 am to 8:00 pm (Sunday to Thursday), 9am to 6pm (Saturday) and 3pm to 8pm (Friday) 7 days a week including all government holidays.
3.2.3 Aktel: Service Type: Aktel Customer Care Centers provides following services:1. SIM Change 2. Address Change / Edit 3. Lock / Unlock Request 4. Add Deposit / SD refund 5. Ownership Transfer 6. FnF Process 7. Itemized Bill 8. Reconnection / Reinitialization 9. Permanent Deactivation 10. Voucher Refill 11. Bar / Unbar 12. PIN / PUK Information
13. Scheme Migration 14. Refill Unbar 15. Registration / Re-registration 16. PIN / PUK Disable 17. VAS Products Information 18. GPRS, Fundose Activation and
Deactivation 19. Scratch card problem (Used / Invalid / Erased Voucher Requests) 20. Payment of Bill 21. AKTEL Product & Service Information
Service Availability: Basically the CCC remains open from 9am to 8pm, 6days in a week.
3.3 HELPLINE & ITS EFFECTIVENESS IN THE MOBILE TELECOMMUNICATION INDUSTRY

In this rapid growing mobile telecommunication industry the demands of the subscribers is increasing day by day. Customer demands are no longer confined to making or receiving voice calls only; new value added services being introduced every now and then, so subscribers are facing various problems in their day to day life. So it is considered an important requirement for the operators to have a help line facility for giving the services to subscribers. Let us analyze each of the operators based on my survey.
3.3.1 Grameen Phone

GP trained their customer service agents for easy reach with the customers by giving support related to all their products and services. According to them, Our trained call center professionals are available round the clock, 7 days a week, 365 days a year. By simply dialing 121/ 121 15 (to talk directly with our Customer Service Agent) you can find the answers to any query in the cheapest way. Our customer managers are always at hand to listen to any kind of complaints regarding our products and services - we promise you proper feedback. We provide information related to the different products and services we offer, to help you make the purchase decision that is most suitable to your communication needs.
Subscribers can also reach them by dialing following numbers: +880-2-9882990 01711594594
3.3.2 Banglalink
Banglalink Care Line: Contact Number 121, 212 - All Prepaid Customers 122 - All Postpaid and Call & Control 120 - For SMS call back (From Banglalink mobile only) 2727 for yellow page service 175 for E-Voucher retailer service 9126 for BP/BSP Support Working Hour 24 hours a day, 7 days a week and 365 days a year.
Telephone: +(880) 2 9888370-1, +(880) 2 9862325-6 Mobile: For all Operator ,T& T and PSTN except BL Call & Control. 01911-310900 01912-999000 (SME Hotline) 01911-304122 Fax: 8820594 E-mail: [email protected] This e-mail address is being protected from spambots, you need JavaScript enabled to view it
3.3.3 Aktel
Help line number: 123 A Quick Guide to 123: For language options For Bengali, press 1. For English, press 2.
For Postpaid customers

For account information (usage, billing and Friends & Family numbers), press 1. For information on latest packages, press 2. For information on value added services, press 4. For information on special services for Postpaid connections, press 5. To leave a Voice Message, press 7. For direct assistance from Customer Service Executive, press 0.
For Prepaid customers

For account information (usage, balance and Friends & Family numbers), press 1. For information on latest packages, press 2. For information on value added services, press 4. For information on special services for Prepaid connections, press 5. To leave a Voice Message, press 7. For direct assistance from Customer Service Executive, press 0.
For General Information (through 01819 400400)

If you do not have an AKTEL number, press # (hash). For information on latest packages, press 1. For information on value added services, press 3. For information on special services for Prepaid & Postpaid connections, press 4. For AKTEL address and contact details, press 5. To leave a Voice Message, press 6. For direct assistance from Customer Service Executive, press 0.
Other 24/7 Customer Support:

SMS to 8123 (from your AKTEL number) (Standard SMS charge and VAT applicable) Call to 01819 400400 (from any number) Fax to +88 01819 234329 333, 02 8832503
3.4 CUSTOMER SERVICE OFFERED BY CITYCELL IN TERMS OF CUSTOMER CARE CENTRE

AND CALL CENTRE
3.4.1 Customer Care In Citycell, we are always trying to deliver a level of service that meets your expectation. Citycell wants to deliver the support to its customer at very first time. They have well trained executives who are helpful, dynamic and always focused to achieve their goals. Citycell always believe that customer is the first preference to them. Customer cares main focus is
to retain the old customer and for that we have give them our height level of effort. A customer can easily reach to us for that we have a helpline service, customer care centers and customer care centers. So a customer can easily reach us when they are in problem. Citycell provide several ways to the customer to contact with Citycell office to solve their problems. Customers can communicate with Citycell in following ways. 3.4.2 Helpline (Call Centre) Citycell Helpline operates 24 hours a day, 7 days a week. You can dial 121 from your Citycell phone and 01199121121 from any other phone to get connected to our Customer Care representatives. Access to the Helpline from any Citycell Post-Paid number is free of charge. Call charge of TK. 2 per minute plus VAT with 12 second pulse is applicable for Citycell Pre-Paid numbers. 3.4.3 Call Back Service If you prefer to be contacted instead of calling into our Call Centre, you may send an SMS to 2255 and allow us to call you back. 3.4.4 Customer Care Centre All our Customer Care Centres remain open from 9:00am to 5:30pm, 365 days a year including all government holidays. We welcome you to walk-in any of our six conveniently located Customer Care Centres in Dhaka, Chittagong, Sylhet, Khulna and Rajshahi.
2.4.5 Customer Care Point Citycell is rolling out Customer Care Points (CCP) throughout the country in order to take our service closer to our Customers. CCP ensures that our Customers no longer require traveling all the way to distant Customer Care Centers (CCC) located outside their district / divisional towns. These points are open from Sunday to Thursday from 9:00am to 5:30pm and are equipped to provide all types of Customer Services including RIM replacement, reactivation of connection etc. These points facilitate more efficient service from Citycell. 3.4.6 Online Self Care
Online Self Care enables postpaid Customers to manage a number of services online, such as viewing bill status, billing history, payment details and lodging service related queries/complaints. Click Online Self Care to log on to the system. 3.4.7 E-mail You may send e-mail to [email protected] CCD is the biggest department in Citycell. The hierarchies of this department are following.
3.5 CUSTOMER CARE OPERATIONS

Customer care division works under Head of Customer Care division. There are three DGM and 9 managers are working under him. Deputy Managers, Senior Executives and executives are working under their line manager. There are also some part timer workers. Citycell operate business in the service sector where customer orientation is must. Citycell always focused to its target markets as well as the competitors market. Basically customer care division starts their operation after selling the product. But there is a huge competition
in telecommunication sector of Bangladesh. To capture the new market and keep the existing customer Citycell customer care division work along with the marketing, product VAS and finance department. Customer care division separated into several subdivisions like:
Call Centre Front office Operation Customer Database Management Activation & Adjustments Billing and IT Back Office Operation Reporting & Data Analysis
Chief of Customer Care

Md. Tariqul Hasan
Call Center Operations

DGM-Md. Rezaur Rahman
Front Office Operations

DGM-Saiful Amin
Back Office Operations

DGM-Nishat Ali Khan Customer Management Unit Manager
Inbound Operations
Manager
Customer Care Centre

Manager
Inbound Operations
DM
Customer Care Points
Activation & Adjustments Manager
Figure 3.4.1: Customer Care Operations Organogram
3.5.1 Call Centre

The company operates a 24-hour call centre with over 120 well trained operators to respond to customer queries. As the only mobile operator in Bangladesh, Citycell's customer service centres are open 7 days a week to ensure customers can access Citycell at a time convenient to them. Already customer care starts telemarketing from their call center. In this center they have two separate team. Those are Inbound
Outbound
3.5.1.1 Inbound Inbound team mainly works with the customers problem, service information and given information about the products. 3.5.1.2 Outbound Out bond team are engaged to make call to the existing customer and inform them about the new product and services of the company. They also make call to the potential customers and inform them about the organization. They make customer research through phone. Call center also involve with the campaign CLOSE UP ONE and LUX PHOTOGENIC BANGLADESH. The registrations of these events are supported by Citycell customer care. 3.5.2 Front Desk Operation Front Desk operation is the heart of the customer care division. Citycell already established six (6) CUSTOMER CARE CENTER in six divisions. Very recently Citycell starts 55 CITYCELL POINT all over the Bangladesh. Within 2007 Citycell will covered 61 districts. Citycell points are working along with their marketing team to build a brand name in every district. These points are controlled by six divisional offices. These points are operating following matters Customer support Hand set Dealer management Operating road shows Marketing promotion
activities
Bill board and branding Road Shows Social awareness activities
Citycell committed to serve their customer first. So that in future more customer will show interest in Citycell. So Citycell operate rim replacement, friends and family number change, package change, Call back ring tone, line activation and deactivation from these points. Citycell classifies its subscribers sets in two ways depending on from they buy it from. The sets, which are brought from Citycell, are called the White Sets and those, which are not brought from Citycell, are called Grey Sets. Citycell is CDMA based mobile service provider which is not widely used in this arena. So it has to sell its product along with mobile phone set. Previously these sets are not available in the market so Citycell attached with their vendors like MOTOROLA, NOKIA, HUAWEI, ZTE, and UTSTARCOM. So that now they also sell their product from this point. The total mobile accessories of these mobile sets are available in every corner of Bangladesh. So there was a bad impact that CDMA sets are not available in Bangladesh. But Citycell hope that with in a very short time these sets are available in every part of this country. Citycell arrange mobile fare in every district of Bangladesh. Very recently Citycell starts MOBILE PHONE RE-REGIATRATION operation from these point and they also setup 71 points in several places in Bangladesh. Distribution channel is the bridge between the company and the customers. Distribution channel is very important for any company. If there is any gap in distribution channel the marketer is unable to reach its product and services to the customers in time. In the beginning, PBTL decided to distribute through its own distribution channel. As the market is growing fast, it is giving dealership to sell the mobile to the direct customers. There are many interested people who want to become distributor of Citycell. But Citycell has some strict policies that are maintained when the dealership is given. partners more easily. Though Citycell was the 1st mobile operator in Bangladesh but for a long time it was not in the aggressive marketing. There were many complain about the network and the coverage was limited. But at 2004 Citycell introduced a latest CDMA technology CDMA2000 1X. Within a very short time Citycell build a strong network all through the country. At 2007 Channel management is another part of this point. Now they can solve the problem of their channel
March Citycell made a history in telecom sector. They start a campaign called CITYCELL SOB KHANE. This campaign based the network coverage and they lunched a biggest road show all through the Bangladesh. It was 55 days road shows covered 61 districts and 472 Thanas. They boost up with a huge coverage through newspaper, TV advertisings and some major promotions. The TV commercial (PALABE KOTHAI) of the Citycell is very popular among the people. They also used 12 caravans from 6 divisional head quarters. They lunched another campaign call011. Here Citycell offer a person to call any numbers in Bangladesh and gave him a chance to talk one minute for 0 costs. Thats why this was called 011. These campaigns are highly appreciated by the people. Now Citycell can claim that they have a strong network in every part of the country. In that commercial, Citycell focused different corners of the country where you can find Citycells network. Citycell points arranged promotional activities. They arrange mobile fair in every certain period. They arranged it with their dealers and retailers. In this promotion they sell their product in a low price then the market price. At 2007 Citycell lunched a new product in the market and that is Hi-Speed wireless internet service. Any one can use it in WAP base CDMA phone sets, desktop computers and laptops. This is also a popular campaign. Any one can use this connection where u find Citycells network. Citycell gave a sound training to its employees to use and the install process so that they can give the proper support. In every point Citycell starts to sell the product. Citycell specially set some booths in different places. ZOOM is basically a premium product of Citycell. This is little bit expensive but according to Citycell this is the best product in this market. The target customer of ZOOM is basically the corporate houses, young generation and the organization who want internet facilities in corner part of the country. World Bank, ADB, Unileaver, ASHA, US AID and other big corporate house are now ZOOM connected. Citycell point basically targets the local organizations of the different district to sell the ZOOM. Citycell always think about the society. Citycell always have a positive approach toward the customers. Customer Care Division send sms es to the user in different cultural and social occasions like Eid, Puja, Victory day, Mothers day friendship day. They also arrange some quiz competition in these days and special programs like world cup football and cricket. In
this part customer care division work along with Value Added Service (VAS) team. Customer Care Division also work with different value added service with the VAS team. 3.5.3 Customer Database Management Unit CDM is another subdivision in CCD. This department basically deals with customers information, their addresses and restoring the customers papers. In re-regiatration program CDM works with Citycell points. 3.5.4 Activation & Adjustments Activation is another very important portion of CCD. Activation works with line activation, deactivation, FnF activation, FnF change, rim replacement types of matters. Activation and CCP works together in these matters. 3.5.5 Billing and IT Billing and IT is mostly work with post paid customers and ZOOM customers. IT department always create a bridge between CCPs and headquarters. 3.5.6 Back Office Operation Back office always co-ordinate between CCD and other departments. 3.5.7 Reporting & Data Analysis This department always analyzes the customer service operations daily activities and prepares report for each department.
4.0 SWOT ANALYSES

SWOT stands for Strength, Weakness, Opportunity, and Threat. This is a very important tool for a company for a company to analyze its internal external environment. Now, we will see a SWOT analysis of Citycell.
4.1 Strengths
4.1.1 Capital Citycell has a huge amount of capital. As mentioned before, that the Pacific Group, which is a well-established local organization of $1000 million, and SINGTEL the largest industry in Asia pacific region. Very recently Citycell took 200 million dollar syndicate loan from different local and foreign banks. 4.1.2 Competitive Price Price is a big competitive advantage for Citycell. Citycell is the only organization, which is selling CDMA mobile phones with both way T&T and ISD/EISD facilities at the lowest rate. For example, lowest package rate of Citycell is Tk 1700/= with T&T and ISD facilities. 4.1.3 No Busy Network Because of enormous number of channels, excess to Citycell mobile phones is very easy. The rate of call drops is very low. 4.1.4 Advanced Technology CDMA technology is the best technology for telecommunication. World-class mobile operators and world-class mobile phone manufacturers are advancing to this new technology. Citycell is one of the few mobile service providers, which are using CDMA technology. Citycell is using the latest CDMA technology of CDMA2001X. Where as other GSM mobile service provider has to make huge invest or will need time for transformation. 4.1.5 High Speed Internet/Data Servic: Citycell is providing high speed Internet/Data service ZOOM Ultra & ZOOM 1X for its modern CDMA technology at very affordable rate 4.1.6 Low Cost
Citycell follows low cot strategies. It tries to cut cost in every possible way to maximize the strengths for future battle. The lowest tariff of Citycell is on net and that is only 25 paisa/minute and to call other operator it cost only 0.98 TK/minute. 4.1.7 Centralization Pacific Bangladesh Telecom Limited is a centralized organization that helps in easier coordination of business activities. 4.1.8 Dedicated Staff Dedicated core staffs who are willing to provide significant labor hours to accomplish targets.
4.2 Weakness
4.2.1 Fewer Staff The number of staffs working for Citycell is not enough at all. Far fewer staff than actually required in terms of tasks to be completed. 4.2.2 New technology CDMA is the latest technology but it is not widely used. Still most popular option is GSM. Citycell cannot give international roaming because of few number of CDMA operator. 4.2.3 Lac of mobile set Variation Now a day its a fashion to upgrade the mobile handset. GSM is very popular among the people so there are huge variations so customer can choose their set from various products. But CDMA set is not so available in the country, so this is a huge limitation for Citycell. 4.2.4 Lack of Education The subscribers are not educated enough to handle sophisticated CDMA mobile handsets effectively. Thats why proper knowledge is essential to handle these mobile sets.
4.3 Opportunities
4.3.1 Advanced Technology Since CDMA technology is the latest in the wireless telecommunication industry and most effective one, it is yet to find new potential in the short future. 4.3.2 Secured Data Transfer Secured data transfer means Citycell has the potential to be the leading player once mcommerce took off. 4.3.3 Data Service Citycell providing high speed data service in the present mobile internet market in Bangladesh. If they can manage to keep the service quality, they can get a strong user base for this service which will lead Citycell towards a leading mobile Data/Internet service provider. 4.3.4 Leader ship in Telecommunication Services Bangladesh government has already started to provide license to private sectors to set up land phone. With full nation wide coverage and a huge capital it is possible to become the market leader for Citycell.
4.4 Threats
4.4.1 Global Companies In India global companies like AT&T of the United States and in Eastern Asia Vodaphone of the United Kingdom is working well. They might think to enter Bangladesh collaborate with other operator with higher capital. If so it will be a huge threat for Citycell. 4.4.2 Current Threat Grameen Phone, Aktel, Banglalink, Warid and Teletalk are now operating business in Bangladesh. This is a very competitive industry and those who will take the competitive edge then that company will get the benefit. These companies are implementing 3G technologies very soon and the Aktel has sold his partial shares to a new Multinational company which will come with more new benefits services in the market. So these companies are also a threat for Citycell.
5.0 COMPETITIVE ADVANTAGES OF CITYCELL
As the only CDMA Mobile Telecom Company in Bangladesh, Citycell has some advantages to get a strong subscriber base. Some specific features those will attract the customer to use Citycell 5.1 Keeping the Simplicity Citycell can manage to create awareness of the simplicity of their service naming Citycell One 5.2 Lower Call Rate Citycell is offering the lower call rate among its customer at taka 0.25, which has created a huge impression in the lower income base customers. 5.3 Lower Connection Fees Citycell offers connections with some nice handsets at lower rate between BDT 1300 to BDT 10450. 5.4 High Speed Mobile Internet Citycell offering prepaid and post paid high speed mobile internet named ZOOM. Its already managed to create a brand awareness in Bangladeshi mobile internet sectors. 5.5 Strong Network Coverage Citycell has established its network coverage all over the country including 64 districts. 5.6 Crystal Clear Sound Quality The call conversation sound quality of Citycell is best in Bangladesh, due to its most modern technology, CDMA.
Why Grameenphone is the market leader right now in Bangladesh? To answer that question I have made a questionnaire and filled the form by knocking 40 people. And their answer is given in a diagram. Model
Q.1
Do you use any mobile phone (if yes please go to Q. 2.0) (yes / no)
Q.2 reason)
If no, which operator you want to select? (Select different operator selection Grameenphone ( ) , AKTEL ( ), Banglalink ( ), Warid ( ), Citycell ( ), Teletalk ( )
Q.2.0
Which operator you are using Grameenphone ( ) , AKTEL ( ), Banglalink ( ), Warid ( ), Citycell ( ), Teletalk ( )
Q 2.1
If Grameenphone, why? Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( ) Others
Q.2.2
If AKTEL, why? Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( ) Others
Q.2.3
If Banglalink, why? Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( ) Others
Q.2.4
If Warid, why? Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( ) Others
Q.2.5 If Citycell, why? Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( ) Others Q. 2.6 If teletalk, why? Good frequency ( ), Low call charge ( ), Advertisement ( ), Data service ( ) Others Q. 3 What do you think about your desired operator should emphasize in near future?
The above questionnaire was filled by 40 personnel after that I have analysis the report on the current market base.
0%
50%
100%
66 % out of 100%(sample size) Grameenphone users mentioned they use Grameenphone for better network, and also they are using this number (others) for a long time and for that reason they can not leave it. And also mentioned they should cut off the call rate. 0% 50% 100%
18% out of 100% (sample size) Banglalink users mentioned they use Banglalink because of there low call rate, and advertisement, and they also mentioned that Banlglalink should make their network more stronger. 0% 50% 100%
7% out of 100% (sample size), AKTEL users mentioned they use AKTEL because of their low call rate. And also mentioned they should do some advertisement. 0% 50% 100%
5% out of 100% (sample size) Citycell users mentioned they use Citycell because of their low call rate, and also 25 paisa offer to onnet (citycell 2 citycell), and strong network, and they also mentioned citycell must do some advertisement, and build the best network system Rest of the percentage 4 % remains with Warid, Teletak, they have alternative choices, they rapidly change their numbers. Often to the best offer.
COMPARISON OF CDMA AND GSM

TECHNOLOGY
CDMA VS. GSM: A Technical Comparison Advantages of CDMA includes: Increased cellular communications security.
Simultaneous conversations, less call drops, strong network. Increased efficiency, meaning that the carrier can serve more subscribers. Smaller phone sets. Low power requirements and little cell-to-cell coordination needed by operators. Extended reach - beneficial to rural users situated far from cells.
Disadvantages of CDMA include: Due to its proprietary nature, the engineering community for solving does not know all of CDMAs flaws. CDMA is relatively new, and the network is not as mature as GSM. CDMA cannot offer international roaming, a large GSM advantage.
Advantages of GSM: GSM is already used worldwide with over 450 million subscribers. International roaming permits subscribers to use one phone throughout Western Europe. CDMA will work in Asia, but not popular European destinations. GSM is mature, having started in the mid-80s. This maturity means a more stable network with robust features. CDMA is still building its network. GSM's maturity means engineers cut their teeth on the technology, creating an unconscious preference. The availability of Subscriber Identity Modules, which are smart cards that provide secure data encryption give GSM m-commerce advantages.
Disadvantages of GSM: Lack of access to burgeoning American market.
CONCLUDING PART OF THE REPORT
RECOMMENDATION
Reduce the call rate of the prepaid connections Reducing the call rate of the prepaid connection should attract the market significantly since it is the price that proved to be the critical factor. Introduce a second pulse rate system A 1 second pulse rate system would in effect, cost the consumers less credits for each calls. Indirectly this would mean a cut in price from the customers perspective and hence help the cause
Match heavy advertisement with competitors It seems Desh found its way up through the media. During the heavy advertisement period of Desh, all other ads of Citycell were relatively low. This is probably why Desh became well known and emerged as a strong threat for all other prepaid packages.
Proactive retaliation Citycell needs to act before its competitor can take any opportunity to take cost leadership. Therefore, the company should anticipate any reduction in prices of competitors and promotional activities and take appropriate actions beforehand.
Introduce innovative bonus values New bonuses would act as another tool for indirectly reducing price. Such innovations will certainly be warmly welcomed by the price sensitive prepaid market.
Build the best network According to the questionnaire and to the market, CityCell is not providing the best network to their consumers, though they have the best technology (CDMA) all over the world. Currently citycell holds a very small portion of the market share, to increase that portion of share, CityCell should build the best network.
BIBLIOGRAPHY
Information Source: The Daily Star Internet Edition, Published On: 2008-01-07, Subject : Mobile phone operators in Bangladesh By Mahmud Hasan (Mahmud Hasan is an IT specialist, and is currently working at a bank in Stockholm, Sweden.) Ref: http://www.thedailystar.net/pf_story.php?nid=18085 Personal reference from different departments of Citycell
Mobile Phone Subscribers in Bangladesh, Bangladesh Telecommunication Regulatory Commission(http://btrc.gov.bd/newsandevents/mobile_phone_subscribers/mobile_p hone_subscribers_june_2009.php) www.citycell.com www.banglalinkgsm.com www.grameenphone.com

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Customer Care Service in Citycell

Customer Care Service in Citycell

INTRODUCTION OF THE REPORT CHAPTER

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

ORIGIN OF THE STUDY

Customer Care Service in Citycell

SCOPE OF THE REPORT

LIMITATIONS OF THE REPORT

Customer Care Service in Citycell

BODY OF THE REPORT CHAPTER

2.0 COMPANY HISTORY

Customer Care Service in Citycell

2.1 PORTRAIT OF THE ORGANIZATION

Customer Care Service in Citycell

Fisheries Banking Automobiles Tea Pharmaceuticals etc

Customer Care Service in Citycell

2.3.1 History in Brief

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Jun-03 Aug-03 Sep-03 Oct-03 Nov-03 Mar-04 June-04 Mar-05

Jan-06 Oct-06 Feb-07 July-07 Nov- 07 Feb-08

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Figure 2.1: Citycell Organogram

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

Figure 2.2: Latest Network Coverage Map of Citycell Present Coverage.

Customer Care Service in Citycell

Customer Care Service in Citycell

Customer Care Service in Citycell

SingTel Asia Pacific Investments Private Limited Total

CURRENT STATUS OF THE MOBILE TELECOM INDUSTRY BANGLADESH

Customer Care Service in Citycell

Number of Subscribers (June, 2009)

Number of Customer Care Centers 72 08 19 14 06 04

Number of Customer Care Point/SD/Touch point/Franchise 597 99 443 124 500 00

Grameen Phone Banglalink Aktel Warid Citycell Teletalk

Table: 2.1.1 Total Number of Subscribers: 46.69 Million (June, 2009)

Number of Subscribers (June, 2009), In Million Citycell 4% Teletalk 2%

Warid 6% Aktel 19%

Grameen Phone 45%

Grameen Phone Banglalink Aktel Warid Citycell Teletalk

Chart: 2.1.1-A Total Number of Subscribers: 46.69 Million (June, 2009)

CUSTOMER SERVICE OFFERED BY THE MAIN