Cover Page

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Table of Contents
Introduction

01. Company Analysis

1.1 Company Background

1.2 Company Strategy

02. Identification of key critical factors and areas

03. Information Needs

References and Bibliography

List of Figures

Figure 1: Company Logo

Figure 2: Shareholders of Dialog Axiata PLC
Figure 3: Stakeholder Matrix for Dialog Axiata PLC
Figure 4: Key critical factors and areas
Figure 5: Information Needs

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Introduction

The organization that is selected for the assignment is Dialog Axiata PLC which is one of the
subsidiaries of the Axiata Group. The organization at the moment provides fast internet
telecommunication services as well as mobile telecommunication services Sri Lanka. The
organization has been listed as a public-listed organization and it stands as one of the largest
organizations in the Stock Exchange of Colombo, in view of the organization's particular
market exchange. The largest FDI in Sri Lanka has been for Dialog organization which has a
revenue of more than USD 1.8 billion. Further the particular organization has ISO 9001
certification which is important to represent their quality standards. Additionally the
organization has got various qualifications, for example, National Quality Awards.

Figure 1: Company Logo

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 1. Company Analysis
1.1 Company Background
1.1.1 History of Dialog Axiata PLC
The organization Dialog Axiata provides services in Sri Lanka which mainly includes
telecommunication. Dialog Axiata PLC's services include the mobile, internet, international
gateway, data, fixed wireless, and transmission infrastructure services as well as media-
related services. Dialog Axiata PLC similarly gives a system of multi-critical receptiveness
affiliations which includes the Dialog TV, the organization also has satellite TV facilities for
home use and also another network that will work as game plan where internet is sold as a
media transmission affiliation (Jobber & Lancaster, 2006). The company offers broadband
internet, fixed-correspondence, data affiliations, and join plans, and media exchanges
establishment affiliations including broadcast as well for certain area workplaces. The
organization was known as Telekom Dialog and later on in the year 2010 changed their name
to Dialog Axiata PLC.
1.1.2 Main Shareholders and Stakeholders of Dialog Axiata PLC
Shareholders

Considering Dialog Axiata PLC, the organization has many shareholders which include
Axiata Group Berhad, Employees Provident Fund, FIL Investment Management, Norges
Bank Investment Management etc. The shares of the following groups include,

Figure 1: Shareholders of Dialog Axiata PLC

Stakeholders

The stakeholders of the organization includes many different parties which are listed below.

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 Figure 2: Stakeholder Matrix for Dialog Axiata PLC

Stakeholder points of view and concerns are key considerations in Dialog's appraisal of its
working atmosphere and necessities. Board of Directors has allotted commitment as for
accessory obligation and discussions on triple-essential concern related issues, for the
sustainability of the Group. The business is committed towards identifying the critical factors
of the organization while ensuring the stakeholder needs are met. This Sustainability Report
sums up and depicts the Company's treatment of such issues, comparably as other obligation
cycles driven by assistant and issue points of interest.

1.1.3 Key industry markets in which the company is involved

The organization operates in various countries in the telecommunications industry. AXIATA,
as of now TMI, is one of the best Asian media transmission affiliations, centered in high
improvement low path making business regions (Jobber & Lancaster, 2006). AXIATA has a
controlling pay in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia with enormous
key stakes in India and Singapore. India and Indonesia are probably the fastest business

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making zones. Furthermore, the Malaysian affiliation has resources in media transmission
tasks in Thailand, Pakistan and Iran.

The Group's telecommunications subsidiaries, as well as associates, work under the brand
name 'Celcom' in Malaysia, 'XL' in Indonesia, 'Talk' in Sri Lanka, 'AKTEL' in Bangladesh,
'Welcome' in Cambodia, 'Thought' and 'Flavor' in India, 'M1′ in Singapore and 'MTCE' in Iran
(Esfahan).

1.1.4 Company Visibility

Considering the operations in Sri Lanka it is the largest organization in the
telecommunication industry. Customers prefer the Dialog connection over its competitors
since the organization provides quality telecommunication facilities and the organization is
one of the oldest in Sri Lanka and still operates in the industry as a strong organization. Most
customers prefer Dialog connections hence the organization stands visible through their
corporate social responsibility as well.

Dialog Axiata PLC along with the National Building Research Organization (NBRO), the
orchestrated State alliance, started addressing the restrictions in persuading air quality found
in the nation. The partners will set up an IoT sensor relationship to screen picked divides, for
example, particulate issue 2.5, particulate issue 10, carbon dioxide, VOC (Volatile Organic
Compounds), nitrogen dioxide, carbon monoxide and methane in wrapping air (Chiguvi &
Dube , 2018). These sensors are fed into a focal stage through which individuals from general
society and any asserted people can recover consistent air quality information. The project
will likewise go presumably as an information storeroom, where air quality records will be
dealt with after some time, considering plan assessment and model insistence. Likewise,
through their work, the organization stays visible in the market.

1.1.5 Management Information Flow

At Dialog Axiata PLC the management information flow is conducted by the functional
method. Within the company Dialog employees work in different groups AND these
divisions are known as Silos (Vertically Disconnected) that deduces disconnected department
when it is connected to various departments such as Marketing Department henceforth the
work environment head can converse with different cutoff points with the office head so the
regulatory focus can essentially pass on. Therefore Dialog Axiata Staff will consider their

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business way that proposes calling way clearness and the duplication of work won't be done
because all the staffs will be unequivocal since they are accomplishing a similar work
continually. The organization also follows geographical information flow while talk has
disengaged their framework or associations as indicated by a zone or city or nation.

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1.2 Company Strategy
1.2.1 Vision and Mission of Dialog Axiata PLC
Vision

To be the undisputed leader in the provision of multi-sensory connectivity resulting always,

in the empowerment and enrichment of Sri Lankan lives and enterprises.

Mission

To lead in the provision of technology-enabled connectivity touching multiple human senses

and faculties, through committed adherence to customer-driven, responsive and flexible
business processes, and through the delivery of quality service and leading-edge technology
unparalleled by any other, spurred by an empowered set of dedicated individuals who are
driven by an irrepressible desire to work as one towards a common goal in the truest sense of
team spirit.

1.2.2 Long-term Objectives of Dialog Axiata PLC

An objective is needed to be engaged with the express, despite that, an objective should be
quantifiable by one way or another similarly as the objective should in like manner be
reachable. Particular long-term objective has to similarly be sensible in terms of duration
(Axiata, 2019). Dialog Telecom has a winning chance in extending postpaid packs
bargaining. Regardless of same,

 To continuously provide best telecommunication service to the customers.

 Executing top-of-the-range imaginative advances over the value chain affecting the
growth, redesigning and expanded sensibility of existing foundation.
 To increment internet-of-things related movements towards expanded efficiencies
across social, regular and budgetary assessments.
 To advance Digital Inclusion and hence affecting the embedding’s of value and
improvement of mechanized aptitudes for the success of the society, without
detachment.

1.2.3 Strategies of Dialog Axiata PLC

The organization uses various strategies to achieve their objectives. The data services that
they are providing are one of their main areas of business. Considering this new situation the
organization will continue fortifying inclinations in data use. From monstrous metropolitan
zones to normal towns, the organization's point is to free entire affiliations that are yet to

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experience the certifiable change which is dependent on data (Axiata, 2019). Close to the
realization the organization have appeared at more than 83 percent of people with 3G
progress while adaptable 4G LTE extricated up to cover 45 percent of people. Also, their
Fixed Broadband relationship on Fixed 4G LTE covers 53 percent as a total. They will
probably show up at over 80% of comprehensive network on 4G before the end of the year.
The organization perceives that data can open budgetary and new turn of events. Seeing its
inert cutoff, in September 2017, the Government too diminished costs on data, given the
impact it would make on the versatile economy and in developments in progressed
affiliations and new affiliations. The fundamental technique was to construct charges on data
to 49.7 percent, which was later changed and assessments on data brought from 31.7 percent
down to 19.7 percent.

While data is required to support a country's ICT attempts, digitization is instrumental in

keeping up extraordinary change, and up to date they are driving digitization while
highlighting on changing customer experience. Coincidentally, such breakers improves the
value chain and cycle. Digitization alone doesn't work solely because if the organization from
the beginning change the cycles by keeping an eye out for convenience and improve
beginning to end understanding, for example through the Dialog Self-Care App that serves
more than 1,000,000 customers.

Dialog sets out to make the modernized relationship in supportive fragments, online business,
progressed publicizing, training and prospering. Engineered as a driver for digitization in the
country and zone, the organization needs to support middle cutoff focuses and impact
neighborhood capacity to extra broaden the intensity of forefront. Organization's modernized
affiliations portfolio has grown rapidly from here on out, with wow.lk becoming one of the
best in online business, guru.lk changing into the market administrator for front line course
and doc 990 developing strong balance over the electronic achievement region. The
organization additionally dispatched "Genie" a modernized wallet to store charge cards on the
phone for separates, which is equipped to change the pieces seen in Sri Lanka.

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The organization also acquired Colombo Trust Finance to help the improvement in the degree
of exercises of the Dialog Group into the float of standard electronic budgetary affiliations.
Trade hopes to join the regions of forefront progressed affiliation and cutting edge Financial
Technology (FinTech) to pass on a reformist set-up of things and affiliations, which will
broaden the vistas of cash related thought in Sri Lanka. Colossal inside the imagined thought
drive will be a prominence on financing plans highlighted widening the sensibility and
vitalizing of the choice of electronic contraptions and relationship by a wide degree of
purchasers and affiliations. Also, the organization continuously focus on innovation which
will help satisfy the customers while enabling the organization to fulfil its objectives.

1.2.4 Dialog Axiata PLC’s focus in the past, in the present and the future
In the past, the organization focused only on its technological development and providing
quality service to its customers. Present day the organization provides focus on every area
which include their employees, technological development, customer satisfaction,
sustainability and further the organization does a lot of work to the community as their
corporate social responsibility.

In future, they will be demonstrating a touch of the outcomes of Dialog's advancement

community building and planning attempts, Idea mart and Dialog Home Broadband
empowered the school application building challenge in April, finishing the cycle in the
bewildering finale on third April. More than 200 get-togethers and competitors effectively
enrolled, with 11 get-togethers tending to the 8 regions shortlisted to fight in the astonishing
finale (Axiata, 2019). The Dialog App is foreseen that social affairs should make progression
based reactions to appreciate embracing issues in their associations. For smart technologists
and examiners, the Idea mart and the Axiata Analytics Center energized Sri Lanka's most
prominent information science hackathon on the subject "Sharp City Planning", where Big
Data, Analytics, and Machine Learning are utilized to dealing with genuine issues, while
uphold a pool of managers in this smart developing specific point and making aptitudes
needed in a resolutely related and information-driven world. According to Dialog's push to
fabricate a solid neighborhood information assessment association, in March Dialog and the
National Institute of Business Management's (NIBM) National Innovator Center articulated a
joint effort to issue the forefront season of mechanical unforeseen developments and imagine
the predetermination of basic activities in Sri Lanka, while moving the centrality of Data
Science undergraduates and graduates.

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1.2.5 Corporate culture, Markets to Enter and Products to Develop
Right when it consolidates Dialog, the business has got an incredibly open and transparent
culture where they have exemplified dependability. Straightforwardness is overseen in any
capacity levels where directors are regularly accessible to the subordinates (Axiata, 2019).
The corporate and business culture of the affiliation matches to Adaptability correspondingly
as progress masterminded which base on winning and appearing at unequivocal yearning
objectives and the affiliation feelings force and individual imitativeness. Organization’s at the
moment plans to make good business in their existing markets through various developments
and also the organization continuously develops products to compete in the industry.
1.2.6 Values of the Organization
 Service from the Heart
 Create the Future
 Champions of Change
 Exceptional Performance
 Uncompromising Integrity
 Responsible Leadership
 One Team

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 2. Identification of key critical factors and areas
The organization has various factors influencing them in which some factors, as well as areas,
are key and critical.

Importance of Information
Area High Medium Low
Market
Product
Process
Procurement
Competitors
Customers
Technologies
R&D
Regulation
Financial sources
Political and economic environment
Figure 3: Key critical factors and areas

The organization mainly focuses on high-risk areas. In different markers there will be
different issues and customer preferences which the organization needs to focus on. The
organization also should continuously innovate products and the currents products must have
the desired quality which will satisfy the customers. This will also help the organization to
stay ahead of their competitors who are also innovating products and providing quality
services. Customers satisfaction is not easy in the telecommunication industry and for that,
the organization has a high risk from the customer side. Technological change is also
something that the organization should focus on along with the political environment which
varies in every country and their barriers are having an impact on the organization which
again gives high risk.

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 3. Information Needs
The organization has information needs in various areas that include,

Market Information about the particular country’s market.

Market barrier information.
Product Existing telecommunications products.
Information about the competitor’s products in the market
Benefits provided with the products.
The existing product details.
Competitors Competitor product details.
Competitor practices information.
Competitors' standards of information.
Organizational information of competitors.
Technologies Technological improvements.
Technology in trend.
Technologies used by a particular market or competitor.
Future technological developments.
Environment Environmental concerns information.
Climate information.
Customers Customer complaint information
Customer details.
Customers’ satisfaction survey information.
Figure 4: Information Needs

Dialog Axiata PLC has various systems to manage their information at the organization level
and it has been very difficult for various department in accessing information from other
departments. Further accessing information from various regions have also been difficult. The
organization has various systems for their information needs for product, market, customer,
environment, technologies and competitors which are handled by the departments. Although
the information is available it has been difficult for the organization in getting relevant details
and also the information is hard to access and if it is corrupted it is very difficult to recover
the relevant information for the organization. This has been found as the information gap in
the organization. To improve this the organization should implement a dynamic EI system. EI
(enterprise information) systems give an advanced stage that enables the relationship to fuse
and encourage their business measures on a solid foundation. An EIS (enterprise information
systems) is at present is used in identifying the customer relationships. The organization in
order to make it dynamic should include all the relevant information in it which will be
accessible for the relevant people when they need information. This will enable the
organization to make their organization successful by getting accurate information at the right
time.

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