1.

Summary
A short summary has been enclosed in the following about the findings of our study. The summary will give a preliminary idea about the study and research findings. 1.1. Objectives: The main objective of our study was to find out the company position of existing cell phone companies in the telecommunication sector in Bangladesh. In order to find out the industry position we have tried to find out the following things about the five mobile phone operators (Citycell, Grameen Phone, Banglalink, Aktel, and Teletalk.) doing business in this country. o History o Target customer o Packages o Customer satisfaction level o Future plan o Business cycle and o Marketing strategies. 1.2. Results: Findings show that, mobile phone has a great impact in the lifestyle of people in Bangladesh. People depend a lot on the mobile phone service. Our research finds out the current packages that are offered by the mobile phone operators. The strategies, business cycle and future plan of these cell phone operators which are explained briefly in the internal part of the report. Most important thing is that, we have find out the customer satisfaction level of people on these cell phone companies and the result shows on the basis of satisfaction level companies posses following positions: 12345Banglalink. Grameen Phone Aktel CityCell Teletalk

Our study also finds out the customers demand from these cell phone companies. Most of the customers given priority in the following things: a. less call rate b. Better network c. All kinds of incoming should be free. On the other hand people have suggested the government to provide more licenses to the new companies in order to increase the competition which will be helpful for the customers. They also suggest the government to increase the control over the cell phone operators.

1.3. Conclusion: By this study we have came to know that, each cell phone company in Bangladesh have a tuff competition. They are trying their heart and soul in order to gain the heart of their customers. There are very close differences in various sectors of mobile phone operators. Though we think cell phone companies should rethink about their call charges and government should take more steps to make this industry more effective as well as giving more licenses to new operators. 1.4. Recommendations: After completing the study we have find out that various customers are demanding different things from each and every mobile phone operators. From those points of view we can recommend following things to do for cell phone companies: Reducing call rate. Making all kinds of incoming free. Providing more meaning full value added services. Better network. Companies should float shares in the local capital market. On the other hand customers argue to the government to do the following things in order to develop and making more effective this cell phone industry: Giving more licenses to new companies. Reducing tax on Sim and Rim card. Develop more control over these cell phone companies.

2. Body
2.1. Introduction: Telecommunication is the devices and systems that transmit electronic or optical signals across long distances. Telecommunications enables people around the world to contact one another, to access information instantly, and to communicate from remote areas. How Wireless Communications works: Cellular radio telephones, also known as cell phones, communicate by sending radio signals to a cell tower. Each cell tower has a certain range within which it can receive the radio signals. The range of each tower overlaps with that of another tower so as a mobile cell phone user travels, communication is uninterrupted. To communicate with the user of a wired telephone, the cell phone radio signals are routed from the cell tower to a mobile switching center, which in turn routes the signals to the telephone company. The signals then travel over telephone lines to reach a wired telephone.

2.2. Background: This report was assigned on the 17th April of 2006 by Mr. Md. Nazmul Huq, course teacher of the Business Research course. 2.2.1. Background of the Cell phone industry: The operation of mobile phone is started in Bangladesh in 1989 by providing license to the Pacific Bangladesh Telephone Ltd. This company started its operation in 1993. Then four more mobile phone operators have started their operation in this Country. A table about their name, function is given bellow:

Table 1. Telecommunication Operators in Bangladesh

Name of Operator Pacific Bangladesh Telephone Ltd. (PBTL) Sheba Telecom (Pvt.) Ltd. License Granted 1989 Function Cellular Radio Telephone Services. (Amps &CDMA-800) 1989 Rural Telecom Services in 199 Thanas and Cellular Mobile Radio Telephone Services. (GSM-900) Grameen Phone (GP) 1996 Cellular Mobile Radio Telephone Services. (GSM-900) Telecom Malaysia International Bangladesh (TMIB) Teletalk Bangladesh Ltd. 1996 Cellular Mobile Radio Telephone Services. (GSM-900) 2004 Cellular Mobile Radio Telephone Services. (GSM-900) Source: www.bttb.gov.bd Teletalk Aktel Grameen Phone (GP) Banglalink Brand CityCell

2.3. Target customer: All mobile phone operators are targeting all age people of the country. Mainly they are giving priority on the following category of the customers: Business Students Service holders General people 2.4. Packages: Generally all companies have two major types of packages (Post paid & Pre Paid). Within these two types of packages there are some variety services. All kinds of packages of different companies are given bellow:

CityCell
Prepaid packages:

Hello 123 Mega Phone Aalap Super Plus Aalap Classic Aalap Super Aalap A Aalap B Aalap Call Me (with call2cash feature)

Hello 123

Any one preferred CityCell number @ Tk. 0* Other two preferred CityCell numbers @ Tk. 1/min Any other CityCell number @ Tk. 2/min Any other mobile number @ Tk. 3/min

Mega Phone * Tk 1500 free talktime is available:

Tk 450 for call/sms to any mobile Tk 1050 for call/sms to any CityCell number Free talk-time/sms offer will be valid for 30 days starting from day of activation This is a mobile-to-mobile Prepaid package To activate your connection, please dial *811 1 year handset warranty

Aalap Classic

30 second pulse from the first minute Free T&T incoming during Super Off Peak hour (Till 25 th April 2006) No additional BTTB charge for local T&T outgoing (Till 25 th April 2006) TK 50 preloaded free talk time with 7 days validity Access to any mobile in Bangladesh 24 hour BTTB connectivity 24 hour NWD and ISD facility Each subscriber will have the facility to call to up to 3 preferred CityCell numbers (One2One) at half rate for the whole day 1 (One) year handset warranty (Conditions apply)

Aalap Super

Lowest Price Pre-Paid Mobile to Mobile package with handset. Call to preferred three CityCell numbers (One2One) at half rate.

Aalap 24 Aalap 24 is mobile-to-mobile as well as mobile-to-BTTB package. This plan gives customer

Access to any mobile in Bangladesh 24 hour BTTB connectivity 24 hour NWD and ISD facility Very attractive and simple tariff plan Freedom to choose upto 3 CityCell numbers and make calls at 50% reduced tariff under One2One scheme

Aalap B Aalap B is only mobile-to-mobile package. This plan gives customer

Access to any mobile in Bangladesh Lower tariff especially at peak period Freedom to choose 1 CityCell number and make calls at 50% reduced tariff under One2One scheme

Aalap Call Me Aalap Call Me is a full BTTB connectivity package with the unique and innovative call2cash feature. This plan gives customer

Access to any mobile in Bangladesh 24 hour BTTB local/NWD/ISD connectivity Under the call2cash feature Aalap Call Me subscribers will get Tk. 0.25 added to their account every minute when they receive calls from other CityCell phones Freedom to choose up to 3 CityCells number and make calls at 50% reduced tariff under One2One scheme CityCell to CityCell SMS at a reduced rate of Tk. 1.50

Post paid packages:

Jono Phone CityCell 500 Shabar Phone Aamar Phone Citycell Premium

CityCellPremium

This is the pioneer postpaid package in Bangladesh to introduce the 1-second pulse. It has 24 hour mobile-to-mobile as well as BTTB connectivity. Under this plan you get:

24 hour BTTB local/NWD/ISD incoming and outgoing facility Lower tariff for CityCell-CityCell calls Reduced call rates during off-peak (8PM-11PM) and super off-peak (11PM-8AM) hours 50% discounted tariff for calls to up to 5 CityCell numbers under the One2One feature 1 second outgoing pulse from the very first second. 1 second incoming pulse after the first free minute. The lowest monthly line rent.

CityCell500

This is the postpaid package with 24 hour mobile-to-mobile as well as BTTB connectivity. Under this plan you get:

24 hour BTTB local/NWD/ISD incoming and outgoing facility Thelowest tariff for a complete connectivity package Reduced call rates during off-peak (8PM-11PM) and super off-peak (11PM-8AM) hours 7

50% discounted tariff for calls to up to 3 CityCell numbers under the One2One feature 15 second outgoing pulse after first minute

ShabarPhone

Shabar Phone is the convenient postpaid package with limited BTTB connectivity. With Shabar Phone you have:

A minimal monthly line rent No hidden charges for roaming BTTB local/NWD/IDD outgoing facility during off-peak and super off-peak hours 50% discounted tariff for calls to up to 3 CityCell numbers under the One2One plan 15 second outgoing pulse after first minute

AamarPhone

Aamar Phone is the convenient postpaid mobile-to-mobile service. With Aamar Phone subscription you will receive:

A low, low monthly line rent No hidden charges for roaming Reduced call rates during off-peak hours 50% discounted tariff for calls to up to 3 CityCell numbers under the One2One plan 15 second outgoing pulse after the first minute

Banglalink
Pre-paid packages Ladies, first! ladies, first! offers low prepaid rate:

Lowest peak-hour rate to any mobile at Tk. 2.25/30 sec Lowest off peak-hour rate to any mobile at Tk. 0.98/30 sec Your time: special day-time rate to any mobile between 12pm-3pm at Tk. 1.50/30 sec Calls to any Banglalink number all day at Tk. 1.25/30 sec FnF: call one Banglalink number for Tk. 0.98/30 sec, all day SMS to any Banglalink number for Tk. 1.00/sms

Be linked! new pre-paid tariff from Banglalink The value proposition at a glance:

Lowest peak-hour rate to other networks at Tk. 2.20/30 sec Lowest off peak-hour rate to any mobile at Tk. 0.98/30 sec Your morning: special day-time rate to any mobile between 07 am to 10 am at Tk. 1.50/30 sec Calls to any Banglalink number all day at Tk. 1.25/30 sec FnF: call one Banglalink number for Tk. 1.1/30 sec from 07am to 11 pm.

SMS to any Banglalink number for Tk. 0.99/sms

Lowest peak-hour rate to other networks at Tk. 2.20/30 sec Lowest off peak-hour rate to any mobile at Tk. 0.98/30 sec Your morning: special day-time rate to any mobile between 07 am to 10 am at Tk. 1.50/30 sec Calls to any banglalink number all day at Tk. 1.25/30 sec FnF: call one banglalink number for Tk. 1.1/30 sec from 07am to 11 pm. SMS to any banglalink number for Tk. 0.99/sms

Pre-Paid M2M plus banglalink pre-paid M2M Plus is a unique product to suit people's need. pre-paid M2M Plus gives you:

Mobile to mobile (incoming and outgoing) facility and T&T incoming facility

T&T incoming rate:

1st minute free Tk.1.00/30 second in peak and Tk.0.50/15 second in off peak hour.

Post-paid Packages 1. Upper class: when you call more than Tk. 1400 a month, your monthly fee goes down by 50% and if you call more than Tk. 1900 you don't pay any monthly fee. pricing per minute is is as low as Tk. 2.25 2. Call & control: monthly fee payments are made on time. But with monthly fees as low as Tk. 50 for M2M or Tk. 125 for Standard that should not be a problem. pricing per minute is is as low as Tk. 2.25

Grameen phone

All tariffs are subject to change without assigning any reason 15% VAT applicable to all Airtime charges, monthly fees & BTTB charges

GP Regular
Outgoing Mobile to Mobile Mobile to BTTB Off- Peak Super off-peak 11pm -8am Incoming Friends & Family (24 Hrs.)

Off- Super Monthly Peak Peak offPeak Fee peak

8am- 8pm 8pm -11 8am-8pm 8pm -11 11pm pm pm -8am Tk. Tk. 4/min. + 3/min. + BTTB BTTB Tk. 350 Tk. 4 Tk. 3 Tk.2 Local/ Local/ NWD/ NWD/ ISD ISD charge charge

From From BTTB Mobile Tk. 1.5/min. for 3 GP nos.

Tk. 2/min. + BTTB Local/ Free NWD/ ISD charge

1st 5 min. free & Tk. 1/min. from 6th min. onwards

GP National
Outgoing GP - Any mobile Super offPeak Off- Peak peak 8am8pm Tk. 150 Tk. 4/min. 8pm -11 pm 11pm -8am Incoming Friends & Family (24 Hrs.)

Monthly Fee

From mobiles

From BTTB

Tk. Tk. 2/min. 3/min.

Free

1st 5 min. free & Tk. Tk. 1.5/min 1/min. from 6th min. to 3 GP nos. onwards

10

anytime 300
Monthly Bundle Fee Outgoing Within 1st 300 mins. Peak Off-Peak 8am - 11pm 11pm - 8am After 1st 300 mins. Peak 8am - 11pm Off-Peak 11pm - 8am Incoming from mobiles Incoming from BTTB Tk.2/min from the 2nd minute

Tk. 1000

Tk. 0/min.

Tk. 0/min.

Tk. 4/min.

Tk. 3/min.

Free

anytime 500
Outgoing GP to Mobile to BTTB any Monthly Bundle mobile after Within 1st 500 Fee first mins 500 min Tk. 0/min + BTTB Tk. Tk. Local/ NWD/ ISD 1,500 3/min charge Incoming

After 1st 500 mins

From From BTTB Mobile

Tk. 3/min + BTTB Local/ NWD/ ISD Free charge

1st 5 min. free & Tk. 1/min. from 6th min. onwards

Easy PrePaid
Outgoing Peak 6 am-12 am GP to GP GP to other mobiles Tk. 4.40 Tk. 4.80 Easy Hour 12am - 6am Tk. 3 My EASY Incoming (24 Hrs.) Free My Time 6am-9am or 1pm-4pm

Tk. 3/min. Tk. 3/min. to 1 GP no. to any GP no.

EASY Gold
Outgoing Mobile to Mobile Mobile to Peak 6am12am Easy Hour BTTB Local/ISD 12 GP GP to Easy am-6 Peak to other Hour GP mobiles am 8am12am12am 6am Incoming BTTB NWD Easy Peak Hour From From 8am12am- Mobile BTTB 12am 6am My Time 6am9am or 1pm4pm

My EASY (24 Hrs.)

Tk. Tk. 4.40 4.80

Tk. Tk. Tk. Tk. 3/min. 3/min. 4.80/min. 4.80/min. Tk. 3 + + Tk. Free + BTTB + BTTB BTTB 3/min. charge charge charge (Flat)

Tk. 3/min. Tk. to 1 2/min. GP from no.Tk. 2nd min. 3/min. onwards to 1 GP no.

Tk. 3/min. to any GP no.

My Choice

11

Type of call GP to GP calls GP to other mobile operator calls Incoming from mobile GP to BTTB local and ISD GP to BTTB NWD Incoming from BTTB

Tariff/min in BDT for EASY and EASY GOLD Peak Hour(8am to 12 am ) EASY Hour(12 am to 8am) 4 2 4.8 Free 4.8 + BTTB charges 4.8 + flat 3/min 2 (after first minute) 2 Free 2+ BTTB charges 2+ flat 3/min 2 (after first minute)

Aktel Pre-Paid
1 for sorrow, 2 for JOY! Connection Price for JOY Partner Pack (2 SIMs) Standard + Standard: Tk. 80
All Figures in Taka per min* Outgoing AKTEL JOY Revised Tariff Plan Peak Off Peak NBTP 8am-8pm 8pm-12am 12am-8am To AKTEL Mobile 2.50 2.50 2.00 To AKTEL FnF 0.90 0.90 0.90 To AKTEL JOY 0.75 0.75 0.75 (same pack) To other operator 4.50 4.50 2.50 To BTTB 4.50+BTTB 4.50+BTTB 2.50+BTTB From Mobile FREE FREE FREE From BTTB 1st min FREE then 1st min FREE then 1st min FREE then 2.00 1.50 1.00 Incoming 30 sec pulse from 1st minute Outgoing 30 sec pulse from 1st minute

Incoming Pulse

New tariff plan of AKTEL exceed: Connection fee: MobileLink (mobile to mobile) : Tk 350
Standard (T&T Local, NWD & IDD Incoming & Outgoing): Tk. 750

12

Particulars

'AKTEL exceed' Revised Tariff Plan Peak Hour Off Peak Hour 8am - 8pm 8pm - 12mn Tk/min 1st min: Tk 4.00 from 2nd min: Tk. 2.00 1st min: Tk 2.50 from 2nd min: Tk. 1.25 1st min: Tk 4.80 from 2nd min: Tk. 2.40 1st min: Tk 4.80+ BTTB from 2nd min: Tk. 2.40 + BTTB FREE 1st min FREE then 2.00/min Tk/min 1st min: Tk 3.50 from 2nd min: Tk. 1.75 1st min: Tk 2.50 from 2nd min: Tk. 1.25 1st min: Tk 4.80 from 2nd min: Tk. 2.40 1st min: Tk 4.80 + BTTB from 2nd min: Tk. 2.40 + BTTB FREE 1st min FREE then 1.50/min 20 Sec from 1st Minute

Night Bird 12mn - 8am Tk/min 1st min: Tk 2.60 from 2nd min: Tk. 1.30* 1st min: Tk 2.50 from 2nd min: Tk. 1.25* 1st min: Tk 2.70 from 2nd min: Tk. 1.35 1st min: Tk 2.70 + BTTB from 2nd min: Tk. 1.35 + BTTB FREE 1st min FREE then 1.00/min

OUTGOING To AKTEL

To FnF To Other Operators To BTTB INCOMING From Mobile From BTTB PULSE

Post-Paid
No Security Deposit Credit Limit 2,500 2,500 1,500 Connection Price 4,000 3,000 2,000

Standard Local+NWD+IDD Standard Local+NWD Mobile Link Mobile to Mobile -

1 sec Pulse from 1st minute BTTB incoming Free for 1st minute Tk.1.50/min (excluding VAT) all day to 3 FnF numbers Special rates to all AKTEL numbers More than 50% savings from 12mn - 8am No roaming and Inter-zonal charge Reduced rentals Discount on usage

Teletalk

13

Prepaid Connection Fee and Tariff.

:: Connection fee. Packages Pre-paid Connection Tk. 1500.00 Talk time Tk. 300.00 Package Price Tk. 1800.oo

Applicant has to Pay 900 Tk. VAT & SD as per NBR order, so connection fee: 1800 Tk. + 900 Tk. = 2700 Tk. :: Tariff Whole country single zone Peak Off-Peak 8pm-12am,6am8am-8pm 8am Tk. 3.00 Tk. 3.60 Tk. 3.60+ **ISD Charges free free Tk. 1.00 Tk. 2.00 Tk. 2.40 Tk. 2.40+ISD Charges free free

Call Directions

Using Hours

Super-off-peak 12am-6am Tk. 0.60 Tk.1.00 Tk. 1.00 +ISD charges free free

Teletalk to Teletalk Teletalk to other Out Going Calls mobiles, BTTB & PSTNs Teletalk to Overseas From Mobile From BTTB

Incoming Calls SMS (Per Messsage)

N.B: Source of all information & tables about packages is Internet

Post paid:
Connection charge: TK. 2999 Call rate, Peak hour (8.00am 12am): Mobile to mobile: TK. 2/minute Mobile to BTTB: TK. 2+BTTB charge/minute Off-peak hour (12am 8.00 am): Mobile to mobile: TK. 1/minute Mobile to BTTB: TK. O+BTTB charge/minute All kinds of incoming are free. Monthly charge: TK. 200 2.5. Future plan: The future plan of five existing mobile phone operators is unavailable in the WebPages and relating papers. But it is clear that each company is fighting to grave the whole 14

market share. In this regard they are investing a lot of foreign exchange in this sector and introducing new packages. Each company is developing their technologies and offering connections in a lower rate. 2.6. Business cycle: Business cycle of each mobile phone operators is unavailable in the internet and supporting materials. Customer numbers of each company is increasing day by day. At present Grameen Phone is leading the market with the highest number of customer. Recently Banglalink has gain the highest growing rate in the world, if times go good one day Banglalink as a chance to beat Grameen phone and become the market leader. 2.7. Marketing strategies: Marketing strategies is also unavailable in the supporting materials and in the internet. But by examining the operations of these mobile phone operators we can easily identify that, the main target of these companies to gain the whole market share and in order to gain the market share they are offering new offers with less call rate and low connection charge which suits the customers most. So we can say that companies are operating their business taking customers in the mind and giving them the most priority. 2.8. Objective of the study: The main objective this study is to find out the position of the cell phone industry in our country. By doing this report we will be able to learn some practical knowledge about the cell phone industry out side of the text books. This work will enable us in doing the future research on the various problems of practical life. We will find out the customer satisfaction on the various sectors on the services provided by the mobile phone operators and find out the position of the company in respect of the customer satisfaction. 2.9. Methodology: The whole research has been done by a number of steps any following a systematic way. The whole process of collecting, recording, and analyzing process has been given bellow: 2.9.1. Research design: Our research was a descriptive one. Our research was not on finding any problem regarding any cellular phone company rather than to find out the current position of cell phone industry in Bangladesh. For this reason we have designed our research on the basis of descriptive research. 2.9.2. Data collection methods: Datas are collected from the primary sources. Information about the cell phone companies are collected from their respective WebPages. The results about the customer satisfaction are collected by the survey. A copy of survey questionnaire has given in the appendix part of this report. 2.9.3. Sample design: Our target population for this research was the whole mobile phone users. We have taken our sample on the basis of convenience. A huge number of population in our country use mobile phone. On them we have taken 161 respondents for our research. Detailed computation and explanations are given in the appendix part of the report. 2.9.4. Field work: There were seven field workers to do the field work who are educated and perfect for this job. Before the field work they were trained about how to communicate with

15

the respondents and how to reduce the errors. They have also completed the Business research course which is especially helpful to do this kind of work. 2.9.5. Analysis: The points of the answers are given based on following: Answer Point Excellent 5 Good 4 Average 3 Not very good 2 Poor 1 After collecting the respondents answers we given the points and average them. After completing the whole calculation we find out the points that every cell phone company has got.

16

2.10. Results: Results that we have got from the research given bellow. These result helped us to measure the company position of mobile phone operators if this industry. We have also found out the customer satisfaction on the overall mobile phone industry. 2.10.1. Customer satisfaction: We have found out customer satisfaction level of all mobile phone operators in 14 various sectors. We have pointed them out of 5. The customer satisfaction level in 14 various sectors of mobile phone operators are given bellow:

Table 2: Customer satisfaction level on various sectors of mobile phone operators

Particular Network Customer care Quality of service Value added services Communication with you Competence Care and attention given to customer Basic Performance Reliability Access Courtesy of personnel Credibility Call rate Overall performance Total points Source: Field work CityCell 3.03 3.40 3.23 3.64 3.40 3.13 3.37 3.50 3.32 3.48 3.82 3.56 3.70 3.37 48.04 Grameen Phone 4.47 3.96 3.98 3.70 3.31 4.00 3.17 4.15 4.04 3.70 3.99 3.52 2.54 3.73 52.26 Banglalink 3.76 4.00 4.03 3.76 3.47 4.23 3.84 3.9 3.81 3.70 4.11 3.96 3.89 4.26 54.72 Aktel 3.54 3.80 3.37 3.66 3.63 3.69 3.63 3.63 3.66 3.63 3.86 3.6 3.91 3.77 51.38 Teletalk 3.00 3.12 3.33 2.80 3.48 3.34 3.32 3.37 3.56 3.29 3.24 3.39 4.22 3.49 46.95

Satisfaction on network
17

Table 3: Position in respect of network Position 1 2 3 4 5 Source: Table 2 Company Grameen Phone Banglalink Aktel CityCell Teletalk Points 4.47 3.76 3.54 3.03 3.00

With the points that each company has got for their network, we can draw the following chart to get a clear view of satisfaction level in respect of network.

Satisfaction lev el on ne twork 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 4.47 3.76 3.03 3.54 3

Points

CityCell

Grameen Banglalink Phone Company

Akte l

Teletalk

Satisfaction on customer care

18

Table 4: Position in respect of customer care Position 1 2 3 4 5 Source: Table 2 Company Banglalink Grameen Phone Aktel CityCell Teletalk Points 4.00 3.96 3.80 3.40 3.12

With the points that each company has got for their customer care, we can draw the following chart to get a clear view of satisfaction level in respect of customer care.

Satisfaction level on customer care 5 4 3 Points 2 1 0 CityCell Grameen Banglalink Phone Company Aktel Teletalk 3.4 3.96 4 3.8 3.12

Satisfaction on quality of service

19

Table 5: Position in respect of quality service Position 1 2 3 4 5 Source: Table 2 Company Banglalink Grameen Phone Aktel Teletalk CityCell Points 4.03 3.98 3.37 3.33 3.23

With the points that each company has got for their quality of service, we can draw the following chart to get a clear view of satisfaction level in respect of quality service.

Satisfaction level on quality of service 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.98 3.23

4.03 3.37 3.33

Points

CityCell

Grameen Banglalink Phone Company

Akte l

Teletalk

Satisfaction on value added service

20

Table 6: Position in respect of value added service Position 1 2 3 4 5 Source: Table 2 Company Banglalink Grameen Phone Aktel CityCell Teletalk Points 3.76 3.70 3.66 3.64 2.80

With the points that each company has got for their value added service, we can draw the following chart to get a clear view of satisfaction level in respect of value added service.

Satisfaction level on value added service 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.64

3.7

3.76

3.66 2.8

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Competence

21

Table 7: Position in respect of competence Position 1 2 3 4 5 Source: Table 2 Company Banglalink Grameen Phone Aktel Teletalk CityCell Points 4.23 4.00 3.69 3.34 3.13

With the points that each company has got for their competence, we can draw the following chart to get a clear view on company position in respect of competence.

Position in respect of competence 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

4 3.13

4.23 3.69 3.34

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Satisfaction on Basic Performance

22

Table 8: Position in respect of Basic Performance Position 1 2 3 4 5 Source: Table 2 Company Grameen Phone Banglalink Aktel CityCell Teletalk Points 4.15 3.90 3.63 3.50 3.37

With the points that each company has got for their basic performance, we can draw the following chart to get a clear view of satisfaction level in respect of basic performance.

Satisfaction level on Basic performance 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

4.15 3.5

3.9

3.63

3.37

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Reliability

23

Table 9: Position in respect of reliability Position 1 2 3 4 5 Source: Table 2 Company Grameen Phone Banglalink Aktel Teletalk CityCell Points 4.04 3.81 3.66 3.56 3.32

With the points that each company has got for their reliability, we can draw the following chart to get a clear view of company position in respect of reliability.

Positioning in respect of reliability 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

4.04 3.32

3.81

3.66

3.56

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Satisfaction on Access

24

Table 10: Position in respect of Access Position 1 2 3 4 5 Source: Table 2 Company Grameen Phone Banglalink Aktel CityCell Teletalk Points 3.70 3.70 3.63 3.48 3.29

With the points that each company has got for their access, we can draw the following chart to get a clear view of satisfaction level in respect of access.

Satisfaction level on Access 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.48

3.7

3.7

3.63

3.29

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Satisfaction on Courtesy of personnel

25

Table 11: Position in respect of Courtesy of personnel Position 1 2 3 4 5 Source: Table 2 Company Banglalink Grameen Phone Aktel CityCell Teletalk Points 4.11 3.99 3.86 3.82 3.24

With the points that each company has got for their courtesy of personnel, we can draw the following chart to get a clear view of satisfaction level in respect of courtesy of their personnel.

Satisfaction level on Courtesy of personnel 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.82

3.99

4.11

3.86 3.24

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Credibility

26

Table 12: Position in respect of credibility Position 1 2 3 4 5 Source: Table 2 Company Banglalink Aktel CityCell Grameen Phone Teletalk Points 3.96 3.60 3.56 3.52 3.39

With the points that each company has got for their credibility, we can draw the following chart to get a clear view of position in respect of their credibility.

Position in respect of credibility 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.56

3.96 3.52

3.6

3.39

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Satisfaction on Call Rate

27

Table 13: Position in respect of Call Rate Position 1 2 3 4 5 Source: Table 2 Company Teletalk Aktel Banglalink CityCell Grameen Phone Points 4.22 3.91 3.89 3.70 2.54

With the points that each company has got for their call rate, we can draw the following chart to get a clear view of satisfaction level in respect of call rate of respective companies.

Satisfaction level on call rate 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.7 2.54

3.89

3.91

4.22

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Satisfaction on overall performance

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Table 14: Position in respect of overall performance Position 1 2 3 4 5 Source: Table 2 Company Banglalink Aktel Grameen Phone Teletalk CityCell Points 4.26 3.77 3.73 3.49 3.37

With the points that each company has got for their overall performance, we can draw the following chart to get a clear view of satisfaction level in respect of overall performance.

Satisfaction level on overall performance 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

4.26 3.37 3.73 3.77 3.49

Points

CityCell

Grameen Banglalink Phone Company

Aktel

Teletalk

Satisfaction on each company

If we calculate the total point out of five, we will see the following condition: 29

Table 15: Customers satisfaction on each company

Company Total point/ 14(Number of sectors in table 2) Points out of 5 CityCell 48.04/14 3.43 Grameen Phone 52.26/14 3.73 Banglalink 54.72/14 3.91 Aktel 51.38/14 3.67 Teletalk 46.95/14 3.35 Source: Table 2 From the table 15 we can find out the company position in respect of customer satisfaction. The company position has shown in the following table.

Table 16: Company position in respect of customer satisfaction

Position 1 2 3 4 5

Company Banglalink Grameen Phone Aktel CityCell Teletalk

Points 3.91 3.73 3.67 3.43 3.35

With the points that each company has got for their customer satisfaction, we can draw the following chart to get a clear view of company position in respect of customer satisfaction.

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Company Banglalink Grameen Phone Aktel CityCell Teletalk Total

Points 3.91 3.73 3.67 3.43 3.35 18.09

Industry point (Out of 5") 18.09/5 =3.62

Company position in respect of customer satisfaction

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.43

3.73

3.91

3.67

3.35

Points

CityCell

Grameen Phone

Banglalink Company

Aktel

Teletalk

Customer satisfaction on entire cell phone industry

If we find out the customers satisfaction on overall cell phone industry, we will get the following condition. Total points on cell phone industry in respect of customer satisfaction;

Table17: Industry position in respect of customer satisfaction

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If we account the whole industries customer satisfaction on 100%, then each company has win following portion of customer satisfaction.

Customer satisfaction on various company

3.35, 19%

3.43, 19%

3.67, 20%

3.73, 21%

3.91, 21%
CityCell Grameen Phone Banglalink Aktel Teletalk

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Satisfaction on entire Cell phone industry

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

3.62
Customer satisfaction

Cell Phone industry Thus customers are 72% satisfy with the entire cell phone industry. Following Pie chart shows the satisfaction level on entire industry and the potential satisfaction that can be gain by the industry.

Customer satisfaction on entire industry

1.38, 28%

3.62, 72%

Customer Satisfaction

Potential satisfaction

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2.10.2. Summary of results: On the basis of results, we can draw the following conclusion on the entire cell phone industry. Each of the company is holding the position on respect of customer satisfaction is as follows: Position 1 2 3 4 5 Company Banglalink Grameen Phone Aktel CityCell Teletalk

From the above result we can say that, customers of Banglalink are most satisfy with the service of this company. Though Grameen Phone is the market leader they are holding the second position in respect of customer satisfaction. Aktel and CityCell are holding the third and forth position respectively. Users of Teletalk are most satisfied for their less call rate but for less satisfaction on other sectors this company is holding the fifth and last position in the list. When the question of whole industry comes, customers are satisfied about 72% with the entire industry. Another 28% of satisfaction level can be gain by the entire Cell phone industry. For gain this 28% potential customer satisfaction customers have recommended some suggestions to the companies and the government which has provided in the recommendation part of the report.

2.11. Limitations: There were several limitations in completing this report. The limitations are given chorological in the following: 1. Limitation of resources: There was limitation of resources like money, supporting materials for completing this study. 2. Limitation of time: We have got only 45 days to do this study which was not enough for this kind of study. 3. Respondents biasness: Some respondents given their thoughts by biased in a particular company, which is also a limitation of our study. But we have tried our best to overcome this problem 4. Sampling: We have chosen convenience sampling; it is also a limitation of our study.

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2.12. Conclusion and recommendations: Mobile phone has a great impact on the modern civilization. In Bangladesh every work now depends on the service of the mobile operators. People have become depended on this service. On the other hand these mobile phone operators have a great impact on the economics of our country. These mobile phone operators have invested a lot of money in this country. This investment has increased the amount of FDI in our country. Lots of people work in these companies which help to reduce the unemployment of the country. Mobile phone has made our life speedier, it developed our lifestyle. This service has given a bundle of benefits to the people of Bangladesh. People want more benefits from these mobile phone operators, for this reason they have recommend following things for the mobile phone operators to satisfy customers more: 1. 2. 3. 4. 5. 6. 7. Reduce the call rate. No mobile to mobile, every mobile should have TNT incoming and outgoing. All kinds of incoming should be free. Companies should be more aware about the customer care. Companies should solve customers problems more quickly. Companies should more value-added services with reduced rate. Mobile phone operators should flat their shares in the capital market, thus the people of Bangladesh can get closer to the companies and can be a proud shareholder of these companies. 8. Every company should develop their network more. 9. Companies should provide internet service (Only Grameen phone is providing this service). 10. Billing systems should be more easy and accurate. 11. Personnel should improve their courtesy and increase their knowledge about handling customer better ways. For the further development of this industry people suggested government the following things: 1. Giving more licenses to new companies. 2. Reducing tax on Sim and Rim card. 3. Develop more control over these cell phone companies. 4. Make the Sims of Teletalk more available. 5. Create pressure on the private mobile phone operators to reduce the call rate. 6. Government should upgrade the telecommunication policies according to modern world. 7. Government should take immediate actions in order to get the full benefit of the submarine cable that has currently joint with Bangladesh.

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3. Appendix
3.1 Data collection Form:

Questionnaire to measure consumer satisfaction level of cell phone companies in Bangladesh.

1) Respondents name: 2) Respondents age: a) 18-22 b) 23-27 3) Respondents occupation: a) Business b) Service f) Others: Please Specify 4) Which cell phone service do you use: c) 28-32 c) Student d) above 32 e) Housewife

a) City Cell b) Grameen Phone c) Banglalink d) Aktel e) Teletalk 5) On which purpose you use this phone a) Business b) Personal c) Service d) Others 6) Why are you using the service of this particular company? a) Better network b) less call rate c) Goodwill d) Others:

7) How will you rate the following things about this particular company? Particular Excellent Good Average Not very good Poor Network Customer care Quality of service Value added services Communication with you Competence Care and attention given to you Basic Performance Reliability Access Courtesy of personnel Credibility Call rate Overall performance

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8) According to you what things cell phone companies should consider to gain the heart of consumers? a) Better Network b) less Call rate c) More value added services d) others:

9) According to you what things government should consider to improve this cell phone industry? a) Giving more license to new companies b) Reducing the tax rate on Sim & Rim c) Withdrawing the tale taping law d) Reducing tax rate on importing mobile set e) Others: 3.2 Detailed calculation: The data collected from field work with the help of questionnaire is calculated in the following way; 3.2.1 Rating: From question no 7 answers will be rated as follows: Answer Excellent Good Average Not very good Poor Point 5 4 3 2 1

3.2.2 Diagnosing the collected data and rating the satisfaction level of customers: All particulars are rated on 5 points For example: Points on Network = R1+R2+R3+ +Rn Total Respondent number (n) Particular City Cell GrameenPhone Banglalink Aktel Teletalk Network Customer care Quality of service Value added services Communication with you Competence Care and attention given to you Basic Performance Reliability Access Courtesy of personnel Credibility Call rate Overall performance Total points

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Every company has got a point out of 5. This point will measure the satisfaction level of the consumers about that particular cell phone service company. There are 161 respondents, in which for each company there are about 30 respondents 3.3 General tables:

Table 18: Number of respondents regarding each company

Company Name Citycell Banglalink Grameen Phone Aktel Teletalk Total Source: Field work. Number of respondents 28 35 33 34 31 161

Table 19: Occupation of respondents

Occupation Student Business Service holder House wife Total Source: Field work Respondents number 85 25 39 12 161

The percentage of respondents on the basis of their occupation is as follows:

7% 24% 53%

16%

Student

Business man

Service holder

Housewife

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3.4 Bibliography: In order to complete this study information and helps are taken from the following sources: 3.4.1 Books 1. Business research methods; 2. Business Communication; William G. Zikmund Lesikar

3.4.2 Newspaper & Magazines The Daily Star Stepping Ahead (A publication of Teletalk Bangladesh Limited) 3.4.3 Websites www.citycell.com www.banglalinkgsm.com www.grameenphone.com www.aktel.com www.btbt.gov.bd www.bangladesh-web.com www.google.com www.yahoo.com

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3.5 Other support materials:

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