Trust Bank Satisfaction Level of ROBI Subscriber(2006)
Introduction of the Report:
This report based on “Assessment of satisfaction level of ROBI subscriber”.
Objectives of the study
Ø To determine whether subscribers are satisfied or not with Robi service.
Ø To examine the customers’ consciousness regarding Robi’s future offerings.
Ø Customer’s expectation from ROBI in addition to their current service and based on that what they want to suggest the company.
Significance of the Study:
The outcome of the research has provided a clear concept whether ROBI needs to include any extra service; in other words, whether ROBI needs to change its services according to the need of the customer. The study has also made the following significant contribution to ROBI. (a) Identified the factors that influence customer to purchase ROBI connection. (b) Explored the service related problems that the company has which has been directly generated from the customers’ opinion and views. Thereby making the company aware of those so that they might take more steps rather than their planned ones, to improve efficiency and successfully implement the decision they would make.
Methodology:
Data Collection methodology
For the purpose of the study data and information have been collected from both primary and secondary sources.
Primary Data Collection
Direct personal interview with the subscribers through a structured questionnaire consisting of both open and closed ended questions have been used to gather information. Subscribers have been chosen randomly from various clusters.
Secondary Data Collection
Secondary data has been collected from company booklets, brochures, annual reports, major publications, newsletters, journals of ROBI and other existing documents relevant with the study, marketing books, and the Internet.
Variables
Dependent Variable
The dependent variable was “Subscriber satisfaction of ROBI”.
Independent Variables
The independent variables are those whose effects are measured and compared upon the dependent variable. In light of my research, the independent variables were:
Ø Application procedure
Ø Activation time
Ø Kind of connection
Ø Facility
Ø Churn out ratio
Ø Quality of network
Ø Cheaper call rate
Ø Superior customer care service
Ø Flexible billing system
Ø Easy availability of card
Ø Scratch card duration
Ø Frequency of usage of ROBI’s Value Added service.
Conceptual frame work
Sampling
Simple random sampling technique has been followed to determine the sample population.
Sample Profile
A survey of 50 people was done to assess the satisfaction level of ROBI’s subscribers. The total sample size was determined based on the following equations.
Confidence Interval = 95%
Chi Square = 3.841
Homogenous Response Possibility = 90%
Variable Response Possibility = 10%
ROBI’s subscriber of Dhaka = Million
Accordingly, Sample Size = 50 (Randomly Selected)
These 50 people consisted of students, academicians and the employees of different companies. The composition, which is given below were based on convenience.
Figure: Composition of sample
Data Analysis Technique
The collected information has been presented through tables, graphs, and charts for numerical and graphical presentations. Gathered data has been analyzed and interpreted using different statistical tools such as regression, percentage, and frequency analysis.
Limitation of the study
Ø The findings of the survey will be based on customer’s response within the Dhaka City only. The results may not reflect the same for other division of ROBI outside Dhaka.
Ø Since this internship project has started later due to some inconveniences, the sample size has to be restricted to 50 only.
Ø I tried my level best to maintain accuracy and un-biasness in every phase of the survey research, yet some errors may exist because of my limited knowledge in wide spectrum of consumer research.
Ø Limitation of time was one of the most important factors. Due to time constraint many aspect could not be discussed in the present study.
Overview of Robi
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Since the commencement of its operation, ROBI has been a force to be reckoned with in the telecommunication industry of Bangladesh, being one of the fastest growing mobile communication companies offering comprehensive GSM mobile solutions to more than two million subscribers. Today, ROBI boast the widest International Roaming service in the market connecting 315 operators across 170 countries. In addition, ROBI is the first mobile operator to connect Tetulia and Teknaf, the northern and southern most points of Bangladesh. ROBI was also the first to provide seamless coverage along the Dhaka-Chittagong highway. With a network covering all 61 (allowable) districts of Bangladesh, coupled with the first Intelligent Network (IN) Prepaid Platform in the country, ROBI is geared to provide a wide range of products and services to customers all over Bangladesh. At the heart of all of ROBI’s success today, is a young dynamic workforce comprising of over 600 highly motivated and skilled professionals.
Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by our persistent pursuit of quality and technology, putting it clearly ahead of the rest. The future with ROBI is promised to be exciting as we strive to employ the best resources and latest technology in offering many more innovative and exciting products and services.
1996 ROBI received the license
1997 Official launch in Dhaka
1999 First to launch Mobile plus BTTB incoming
2000 Dhaka Chittagong Backbone connectivity
2001 Launch of One Prepaid
2002 Launch of SMS service
2003 First to launch Prepaid Mobile Standard
2004 All 61 Districts covered
2004 Established 1 million customer base
2004 Established inter-operator SMS
2004 Launched International Roaming
2005 Established 2 million customer base
2005 Independent unit for Corporate Care
2005 First to launch e-fill
2005 First to launch GPRS
2005 First to launch 1-second pulse on Postpaid
2005 First to launch 10-second pulse on Prepaid
2005 International SMS with 500 operators
2005 Established customer base of 3 million
2005 Only telecom operator to receive ISO 9001:2000 certificate.
2006 Recognized and Awarded the “Teelink Telecommunication Award 2006” for the “Better Mobile Service Provider in Bangladesh”, which is organized by Bangladesh Mobile Phone Business Association (BMBA)
Introduction
In this era of communication, cell phone undoubtedly has positioned itself in hearts of the consumers. That is why, consumers are the prime focus of all cell phone companies and thus the satisfaction level of consumers regarding the services offered by cell phone companies is the key success factor for them. Accordingly, this is vividly important to know and assess the satisfaction level of the cell phone consumers. This is because, upon this the sales figure of each and every company counts on and a sale is the ultimate factoring which drives one company towards profit. Considering all these, this is very clear that the study of satisfaction level of cell phone subscribers carry a significant meaning.
The Organization in Brief (ROBI At a Glance):
In this age of speedy communication, Bangladesh is not staying behind in terms of keeping pace with the rhythmic movement of this age of information. Among the key players who are having a significant role to fasten the growth of telecommunication in Bangladesh, ROBI is the second market leader in the telecommunication sector in Bangladesh. With the beginning of 2007 the company completed its ninth year of business. The company achieved remarkable success during this period. It is now able to say that it has the second biggest subscriber base and more value added services than any other mobile phone operators in Bangladesh. ROBI has a very strong competitive position in the telephone industry in the country.
Name and Organizational History of ROBI:
ROBI is the dynamic and leading end-to-end countrywide GSM mobile communication solutions of TM International (Bangladesh) Limited. The Ministry of post and Telecommunication of the Government of Bangladesh offered TM International (Bangladesh) Limited a nationwide digital cellular license in 1996. TM International (Bangladesh) Limited launched its services in Bangladesh on November 15, 1997 under the brand name ROBI.
Since the commencement of its operation, ROBI has been a force to be reckoned with in the telecommunication industry of Bangladesh, being one of the fastest growing mobile communication companies offering comprehensive GSM mobile solutions to more than two million subscribers. Today, ROBI boast the widest International Roaming service in the market connecting 315 operators across 170 countries. With a network covering all 61 (allowable) districts of Bangladesh, coupled with the first Intelligent Network (IN) Prepaid Platform in the country, ROBI is geared to provide a wide range of products and services to customers all over Bangladesh. At the heart of all of ROBI’s success today, is a young dynamic workforce comprising of over 1000 highly motivated and skilled professionals.
Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by its persistent pursuit of quality and technology, putting it clearly ahead of the rest. The future with ROBI is promised to be exciting as it strive to employ the best resources and latest technology in offering many more innovative and exciting products and services.
Through aggressive investment to extend network coverage and improving call quality, ROBI has been in constant motion to maintain its commitment to provide subscribers the best possible cellular service. This momentum enveloped all (allowed) upazilas by the end of 2005. ROBI is looking forward to massive investment to target 7 million subscribers by 2007, facilitated by more than doubling the number of the base stations. That is, the objective for ROBI’s communication seems to generate sales and to approach toward building a strong and consistent brand image in the mind of the consumers to provide them a reason to select ROBI over others.
Location of ROBI:
The head office of the company is situated in the BRAC CENTER, Mohakhali. CEO’s office, IT, Finance, Marketing, Technical, Human Resource divisions are located in the SILVER TOWER, Gulshan-1. All together, there are elevencustomer service centers. Among them five are in Dhaka (Gulshan-1, Gulshan-2, Motijheel, Dhanmondi, and Uttara), two are in Chittagong and one each in Cox’s Bazar, Comilla, Sylhet, and Khulna consecutively.
Founders of ROBI:
ROBI is a joint venture company between Telecom Malaysia Berhad from Malaysia and A.K. Khan & Co. Limited of Dhaka, Bangladesh.
Vision of ROBI:
The vision of ROBI is “To be a leader as a Telecommunication Service Provider in Bangladesh.”
Mission of ROBI:
ROBI aims to be achieve it’s vision through being number “one” not only in term of market share, but also by being an employer of choice with up-to-date knowledge and through developing products, and services of the highest quality and meeting the needs of its customers, employees, shareholders and the nation.
Theme of ROBI:
ROBI always strives to uphold the dictum “Customer First”
The Business Slogan of ROBI
“Joley uthun apoon shoktitey”
The whole is the sum of parts and when the best come together; the results can be truly spectacular. TMIB brings ROBI Mobile phone service, a digital cellular phone service, which will prepare better for life in the fast lane. ROBI GSM always keeps so near, even when so far.
Strategy of ROBI:
Product & Services:
Ø Attractive product packages for segmented customers
Ø Implementation of enhanced messaging and VASs like SMS, FAX & Data, Internet &WAP to increase for airtime usage.
Market Promotion & Communication:
Ø Brand Management
Ø Events Management
Ø Advertisement & Promotion
Ø Press Advertisement, Outdoor Advertisement in Strategic points, Point of Purchase (POP)
Sales & Distribution:
Ø Focus on corporate sales through TMIB sales executive
Ø Strengthen & build up the relationship with dealers & outlet holders
Ø Increase sales outlets in strategic points
Ø Re-alignment of distribution structure
Ø Uniform profiling of sales outlets
Customer Service Management:
Ø Uniform for Customers Relation Executives
Ø Implementation of One-stop Customer Services through improvised billing system
Ø Strengthen fraud management through customized report from billing system Increase
| 24 Hour Customer Assistance: | |
| Call 123 for Automated & Direct Assistance through Customer Care Executive*
*Tk. 2.30 per minute, including VAT, for ALL customers (10 sec. pulse for Postpaid customers and 30 sec. pulse for Prepaid customers) |
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| SMS 8123 For queries and complains* (Standard SMS charge & VAT applicable) | |
| *From all ROBI Numbers | |
| Call +880 18 1940 0400 From any number | |
| Fax: | |
| +88 0181 9 234329 – 333 (all users) | |
People of ROBI:
The most important key resource factor in TMIB is its efficient human resource. Moreover, its decisions are based on facts from market research and coverage survey. Moreover, the entire above can only be achieved through the right people. ROBI has put its keen eyes in developing its employees through proper training, as they believe that the most important asset for TMIB is its staff members. As of June, 2007, TMIB has approximately 1,500 staffs composed of locals and expatriates to serve its more than 20,00,000subscribers. And, ROBI is ensuring the quality services by quality people.
Technology of ROBI:
ROBI’s Global System for Mobile or GSM technology is the most widely accepted digital system in the world, currently used by over 300 million people in 150 countries ROBI in Bangladesh use the 900 GSM technology because ROBI are committed to give the customer the very best. Presently TMIB offers GSM digital cellular services in all divisional Headquarters and all major big districts.
Major Milestone of the ROBI Business:
ROBIis a mobile operator in Bangladesh, which concentrates on offering GSM communication services for private and corporate customers. The company’s intention is to promote the wireless lifestyle – the complete mobile society. ROBI is renowned for bringing new service offers in Bangladesh. Below, some of the first time offers are mentioned:
“First time in Bangladesh” service will allow all outbound roamers to make calls to Bangladesh from Abroad, at as low as 60% reduced rate
First time introduced the ‘mobile Plus (PSTN Incoming Connectivity only) Product Services’ in Bangladesh
First time introduced the Tele-ramadan (Timing of Iftar and Sehri during Ramadan) under Tele-info Services in Bangladesh.
Ø First time introduced the Seamless Coverage throughout the Dhaka-Chittagong Highway and named it as ‘Chittagong Dhaka Corridor (CDC)’.
Ø First time introduced cellular services in the most northern part of Bangladesh by launching ROBI Service in Rangpur and Dinajpur in 2002.
Ø First time introduced electronic recharge facility called E-fill in Bangladesh
Ø First time introduced message-greeting system with FunDose in Bangladesh
Ø Introduced GPRS (General Packet of Radio Service) for the first time in Bangladesh.
Ø First time introduced club membership offer for the exclusive users of ROBI. The club is known as Club Magnate, which offers extra services with its Platinum, Gold and Silver cards.
Products and Services of ROBI:
Telephone sector is a service-oriented sector. ROBI offered various types of new and innovative telephone services to customer of Bangladesh during the last eight years. The Mobile Plus, Mobile Link, Standard are among its largest innovations. Besides these largest ones ROBI also introduced a number of value added services like the Short Message Service, international roaming facility, Voice Mail Service, SMS based content services, night bird talk plan, General packet Radio service (GPRS), etc.
The company is the pioneer in most of its services. Handsets or the phone-set and the SIM Cards are the only physical products provided by the company. ROBI is able to reach telephones in many far-flung areas of the country and also connects those areas with the far foreign countries.
The prime services provided by ROBI are broadly categorized in the two types: the Post-paid service, and the Pre-paid service.
Post Paid Service:
Under the Post paid service ROBI has three products.
Standard
ROBI Standard Connection allows both-way BTTB Outgoing and Incoming facilities along with the mobile connection facility. This is a zonal subscription with National Roaming Facility. NWD and IDD call facilities are available under this subscription.
Mobile-Plus:
Mobile-Plus is another addition of post-paid products of ROBI. This product has been first introduced by ROBI in Bangladesh and has enjoyed great popularity since inception. Mobile-Plus Connection allows BTTB Incoming facility along with the regular nationwide Mobile-to-Mobile connection facility.
Mobile-Link:
This is the most basic product of ROBI featuring both Outgoing and Incoming Mobile to Mobile Connection facility and a host of Value Added Services.
Post Paid Tariffs:
For all ROBI Post-Paid
| – | 1 Second Pulse from first minute for all ROBI calls |
| – | Up to ‘0’ (zero) line rent based on your airtime usage |
| – | Reduced flat tariff; no roaming and inter-zonal charge |
| – | Convenient bill payment through Pre-Paid scratch card or e-fill |
| – | 5FnF numbers that allow you to talk at a reduced rate with any operator and for the 1st time, to 1 BTTB number. |
| – | 0.80* Tk/min for ROBI Friends ‘n’ Family numbers and reduced tariff for other operators |
| Taka per min (excluding VAT) | Peak | Off Peak | |
| Particulars | 7am-12am | 12am-7am | |
| Outgoing (Tk/min) | To any other ROBI | 1.00 | 1.00 |
| To other Operator | 1.20 | 1.20 | |
| To BTTB | 1.20+BTTB | 1.20+BTTB | |
| FnF (To ROBI number) | 0.80 | 0.80* | |
| FnF (To other operator number) | 1.15 | 1.00 | |
| FnF (BTTB) | 1.15+BTTB | 1.00+BTTB | |
| Incoming (Tk/min) | From Mobile | FREE | FREE |
| From BTTB | FREE | FREE | |
Table 1.1: Tariff For all Robi Post-Paid
Line Rent:
ROBI has reduced its monthly line rent for all ROBI Postpaid services.
| Used Airtime* | Discount on Line Rent | Applicable Line Rent (in Taka) | ||
| Standard | Mobile Plus | Mobile Link | ||
| > Tk.2000 | 100% | 0 | 0 | 0 |
| Tk.1500 – Tk.2000 | 50% | 150 | 125 | 75 |
| < Tk.1500 | 0% | 300 | 250 | 150 |
Table 1.2 : Line Rent For all ROBI Post-Paid Services
* Airtime – Excluding line rent, BTTB charges, and VAT
Pre-Paid Service:
ROBI One Pre-Paid Service gives the best solution to subscriber’s communication needs through the latest innovative IN (Intelligent Network) technology. Introduction of ROBI One Pre-Paid Service is another development of mobile telephony in Bangladesh. ROBI One Pre-Paid Service has National Roaming facility and a flat airtime charge of Tk. 4.90 per minute and no incoming charge. It frees the subscriber from the hassles of paying bills, security deposits and line rents. But it contains nearly all services available in other ROBI products.
ROBI One Pre-Paid features:
One Pre-Paid service allows subscribers to enjoy a world of facilities like:
Ø Instant access
Ø No deposit required
Ø No hassle of bill payment
Ø No monthly line rent
Ø Nationwide roaming facilities with coverage in 61 districts from Teknaf to Tetulia
Ø 10 second Pulse from the first minute
Ø Super economy with Night Bird Talk Plan(12:00 am- 8:00 am)
Ø Two user-friendly language (Bangla and English)
ROBI One Standard:
ROBI One Standard Connection allows both-way BTTB Outgoing and Incoming facilities along with the mobile connection facility. This is a zonal subscription with National Roaming Facility. NWD and IDD call facilities are available under this subscription.
ROBI OneMobile-Link:
ROBI One Mobile-link (EVD) allows send & receive calls to and from any mobile number in Bangladesh.
Pre Paid Tariffs:
Ø Three time bands
§ Peak : 8am-4pm
§ Off Peak : 4pm-12am
§ Night Bird :12am-6am
Ø Reduced Tariff for ROBI-ROBI outgoing call charges
Ø 10 sec pulse from 1st minute
Ø Up to 5 numbers under Friends and Family
Table 1.3 : Pre-paid Tariff
| ROBI POWER TARIFF PLAN | |||
| Call Type | 08am-04pm | 04pm-12am | 12am-06am |
| OUTGOING | Tk/min | Tk/min | Tk/min |
| To ROBI | 1.00(From2nd min) | 1.99 | 0.50 |
| To ROBI FnF | 0.90 | 0.90 | 0.50 |
| To Other Operator FnF | 1.00 | 1.50 | 1.50 |
| To Other Operator mobile | 1.00(From 2nd min) | 1.99 | 1.99 |
| To BTTB (Local/NWD/IDD/
EIDD) |
1.99 + BTTB | ||
| INCOMING (Tk. per min) | |||
| From Mobile and Private PSTN | FREE | ||
| From BTTB | Full free BTTB incoming | ||
| PULSE | |||
| Outgoing & Incoming | 30sec from 1st min. | ||
* Excluding VAT
The ROBI Post-Paid and Pre-Paid service holders enjoy a number of GSM Features and Value Added Services:
The GSM Features:
ROBI subscribers enjoy the following GSM features without bearing any additional costs:
i) Calling Line Identification Presentation (CLIP)
Display of the phone number of an incoming call in subscriber’s handset before the call is answered.
ii) Call Waiting and Holding
While talking to the first caller, subscribers will hear a special tone informing subscribers about the second call on the line. At that moment subscribers can put the first caller on hold and talk to the second caller.
iii) Call Conference
Receiving calls from multiple callers can be supplemented by joining these multiple callers so as to enable them to talk to each other. Subscribers will be able to communicate with a group consisting of maximum five callers. This feature depends on handsets.
iv) Call forwarding
Call Divert lets subscribers redirect or re-route their call to another ROBI mobile or any other fixed (if they have BTTB connectivity) or mobile phone.
v) Call Barring
It enables subscribers to restrict certain types of calls to be made from subscribers mobile. This feature is especially important for security purposes.
vi) Itemized Billing
If customers are not satisfied with his phone bill then he can collect the Itemized Bill, which describes elaborate Incoming and Outgoing call with phone number and duration.
The Value Added Services:
The following additional services are available upon request:
Voice Mail Service (VMS)
Voice Mail Service (VMS) is an easy to use personal answering service. It answers subscriber calls when subscribers are not available to take them. Subscriber’s unanswered calls are forwarded to voicemail. Caller will hear a recorded voice or personalize greetings requesting them to leave a message. Subscribers may retrieve these messages later. Voice Mail Service (VMS) can respond-
Ø When the subscriber’s line is busy or
Ø Unanswered or
Ø And unreachable
Short Message Service (SMS)
Ø SMS in subscriber mobile acts like an advanced pager.
Ø Subscribers can send and receive text messages of up to 160 characters, directly, from one ROBI mobile to another ROBI mobile or Gameen Phone or CityCell or BanglaLink.
E-fill
ROBI has launched the first ever ELECTRONIC REFILL system in Bangladesh whereby Pre-Paid customers will be able to recharge their accounts via SMS, available at dealers/outlets/designated agents around the country. E-Fill is a great new recharge option for Pre-Paid subscribers, as it does not rely on the availability of scratch cards for topping up any ROBI Pre-Paid account. The customer benefits from this system through extensive availability, convenience to recharge Pre-Paid accounts anywhere, anytime, without the hassle of buying and scratching cards. This service is great because it ensures that the credit the subscribers require for their ROBI connection is always available on demand. This service allows customers to recharge their accounts in multiple denominations: Tk.600, Tk.300, Tk.250, Tk.200, Tk.150, Tk.100, and Tk.50, which provide all ROBI Pre-Paid customers a freedom of choice.
Friends & family
The Friends & Family (FnF) feature allows all customers to add at least 3 ROBI numbers and 2 other operators as their FnF number. The customers can talk to these 5 FnF numbers at a reduced rate (Post-Paid: Tk.1.5 and Pre-Paid: Tk.2.00 excluding VAT) at anytime of the day.
GPRS
Ø This service is only available for Post-Paid connection
Ø Send and receive multimedia messages such as color pictures
Ø Send picture to any Email address
Ø Download colorful logos, animations, wallpapers, screensavers, real music (MP3), polyphonic tones, video clips, and much more
Ø Browse WAP enabled websites on customer’s handset
Ø Browse the internet using PDA handset, or on customer’s computer using customer’s handset as a modem
Night Bird Talk Plan (NBTP)
Night Bird Talk Plan or NBTP is a feature that allows subscribers to talk during the night time from 12AM (00:00Hrs) to 06:00AM the next morning at a discounted tariff or airtime rate. This facility was before only offered to all the ROBI Post-Paid customers but now is also offered to all the ROBI Pre-Paid customers.
FunDose
FunDose is an enhanced IVR (Interactive Voice Response) voice greetings platform through which subscribers can send a voice greeting to their desired number. Subscribers can choose from Several Categories available in Bangla and English. Each category will have different greetings.
ROBI International SMS
ROBI launched International SMS service with more than 500 operators globally. Communicate internationally without the high expenses of voice calls. All ROBI customers can now send or receive SMS to and from other mobile networks across the world. ROBI International SMS allows subscribers to exchange messages with family, friends, and associates staying far away, at regular SMS tariff.
Club Magnate:
Club Magnate is an experience never before available in the mobile industry in Bangladesh, and will reward and pamper ROBIs individual Post-Paid customers. Its objective is to serve those customers who have been loyal to ROBI and who have been the pillar of ROBIs success. The members- only Club will have Platinum, Gold and Silver Cardholders. Membership is based on loyalty to ROBI and to qualify, one has to be an ROBI customer for a minimum six months. Membership is also based on the payment of bills on time and in full.
Club Magnate entitles members to a range of privileges not limited to ROBI services only, but with other partner organizations as well, such as Dhaka Sheraton Hotel, Hotel Seagull, Medinova Medical Services, Hertz, Malaysian Airlines, and many more.
Memberships are valid for one year.As a telecommunications service provider, ROBI is working on continuously improving every aspect of its service in delighting stakeholders. With the launch of Club Magnate, ROBI expresses its special appreciation to longstanding valuable customers, and reiterates its pledge to be the most preferred telecom operator in the country. For further details, please look Appendix II.
Network:
ROBI network covers all 61 allowable districts of Bangladesh, and with the first intelligent network (IN) pre-paid platform.
Figure 1.1 : ROBI Coverag
Shareholders of ROBI:
The Company ROBI, with a full title being: TM International (BD) Ltd. (TMIB), was founded as a joint company of the Telekom Malaysia Berhad from Malaysia and the A. K. Khan & Co. of Dhaka, Bangladesh.
Figure 1.2 : The shareholders of ROBI
It operates as a Limited Liability Company, where a founder and a majority shareholder, the TMIB- member of the Telecom Malaysia, owns 70% shares, while the minority shares of 30 % are being controlled by the A. K. Khan & Co. Bangladesh. ROBI is proud to be associated as part of the Telekom Malaysia Group (TM), which is strong financially, and internationally renowned for its successful ventures like MTN, the market leader the telecommunication industry in Sri Lanka. It has a global presence in 11 countries with staff strength of 30,000 Groupwide. TM has recently made a couple of major acquisitions in India and Indonesia in the effort to stamp its presence internationally. In Indonesia, TM has acquired 27.3 per cent interest of PT Excelcomindo Pratama, the third largest mobile operator and in India, 47.7 per cent stake in Idea Cellular. TM hopes to extends its regional and global presence with these new acquisitions.
Organization Structure of ROBI:
ROBI places a high value on human resource development and the contributions made by its employees. They persevere to maintain a productive and harmonious working environment in the whole organization. ROBI always continues with its efforts to improve the efficiency of its employees and align them to the right positions with well-defined responsibilities.
Because of the rapid expansions of ROBI’s networks and enormous growth of its subscriber base, the company has increased its workforce. ROBI has successfully hired some key senior managers who were recruited on the basis of their professional expertise and experience. In order to cope up with the dynamic nature of the company’s business, initiatives are always taken to restructure and reorganize the company’s existing set up. It always evolves standardized management systems and procedures across functional divisions, focusing in particular, on the effective integration and assimilation of all the organizational units.
The organ gram of ROBI has been provided on the next page.
The organogram indicates that the top-level management consists of the MD, the COO and the CFO. The chief operating officer (COO) monitors the direct operations of the company, whereas the chief financial officer (CFO) monitors the financial matters of the direct operations. At the same time, they co-operate each other and report to the managing director (MD). The managing director is the direct supervisor of all the divisions and departments. Currently, there are four divisions and four departments. The chief of the divisions are called the general manager (GM). Conversely, the chief of the departments are called the head of department. Every general manager has an assistant general manager (AGM) and the heads of the departments are on the equivalent rank of the AGMs. Divisions deal with the core activities of the company, whereas the departments deal with the supporting activities. Every division has precise units and there is a head for every unit. Below, a concise description of every unit is specified:
Marketing Division
Marketing division constitutes seven units. A brief description of each unit is given below:
Brand and A&P
Brand and A&P denotes to brand and advertising & promotion. This unit deals with the overall brand management and promotion activities of the company. The unit covers both outdoor (billboards, road-overhead etc) media and indoor (print & electronic) media. This unit is also responsible for communicating with the advertising agencies, since ROBI does not have any in-house agency. Each unit has a head who reports to the AGM of Marketing.
Product Development
Product development unit is like the R&D unit of a company, which is responsible for developing new products and services. This unit is closely related to the marketing research unit and together the units come up with new service concepts and ideas. Product development unit is also responsible for monitoring the core services (Pre-Paid and Post-Paid). Like other units, this unit also has a head reporting to the AGM.
Marketing Research and MIS
ROBI has one unit covering both marketing research and marketing information system (MIS). This unit conducts quarterly research through research firms and in-house interns. The unit is also responsible to keep track on the latest innovations andnew offers of other operators. In TMIB, this unit is not a full-fledged unit yet.
International Roaming
International roaming (IR) unit is basically responsible for ISD, international SMS etc services. The core task of this unit is to negotiate with foreign telecommunication companies and to expand the international coverage by making deals with them. There is a head of IR who reports to the AGM.
Corporate Sales
Corporate sales unit deals with the sales of products and services to other companies. The unit makes agreements with different companies to be ROBI’s corporate clients and only handle the corporate level sales.
Direct Sales
Direct sales unit is responsible for the sales of products and services to the mass customers through the customer service centers. ROBI has eleven customer service centers around the country and these centers sell the services to the customers directly.
Dealer Management
Dealer management unit oversees the dealers of the company around the country. ROBI has four dealers and one agent and they need to be monitored and supervised constantly. The head of this unit reports to the AGM of Marketing.
Information Technology (IT) Division
IT division constitutes seven units and they closely work together.
Value Added Services (VAS)
Value added service is a unit that implements the developed concepts and ideas of the marketing division. The unit is responsible for the development of the software, which will be used for the application of the new services developed by the product development unit. Simultaneously, this unit handles the VAS content providers who are the third party to the company.
Billing
The billing unit is responsible for processing and monitoring the billing systems for the Post-Paid users. The unit has a manager who reports to the AGM of IT.
Rating (Post-Paid)
This unit is responsible for charging the rates of Post-Paid service. The unit fixes per-minute and pulse rates and also fix the pulse durations. It also changes the rates on demand basis.
Pre-Paid
This unit only deals with the Pre-Paid service. It administers the e-fill and scratch card systems. At the same time, it fixes per-minute and pulse rates and fix the pulse durations.
Product Configuration
This unit is responsible for designing and developing products and services. It develops the blueprint of the product-design.
Billing Operation Team
Billing operation team is responsible for administering the entire billing process and developing required software for collecting bills from Post-Paid users.
Customer Relations Management (CRM)
This unit supplies required software to the customer care centers and work with these centers side by side. The centers usually inform CRM concerning their necessaries and the unit prepares suitable software for them.
Finance Division
Financial division has eight units dealing with financial matters of the company.
Corporate Finance
Corporate finance unit consists of treasury management and L/C. Treasury management deals with the inflow and outflow of the company, whereas L/C (Letter of credits) deals with the L/C opening banks and other foreign banks.
Account Payable
This unit keeps track on the accounts payable of the company.
Accounts Receivable
This unit keeps track on the accounts receivables of the company while preparing the balance sheet. As TMIB is a large company with thousands of financial transactions every day, a unit to keep track on the accounts is necessary.
Core Account
Core account is an important unit of the finance division dealing with the budget and fixed assets. The annual budget of various departments is prepared under the close observation of this unit.
Revenue Assurance
Revenue assurance unit consists of revenue assurance and fraud management. Revenue assurance monitors the transactions and assures full protection of the finances. On the other hand, fraud management protects the fraudulences take place in the daily transactions.
Taxation
Taxation unit takes care of the tax, VAT and tariffs of the company.
Reporting
The reporting unit reports the entire financial transactions of TMIB to the parent company in Malaysia.
Costing
This unit forecasts the costing of different departments and reports them regarding the expected expenditure of any alteration.
Technical Division
The technical division consists of three major units – planning, infrastructure and property management.
Planning
The planning unit makes plans regarding the technical matters such as the RF, SWITCH etc. They assure the proper placement of technical devices and equipments.
Infrastructure
The infrastructure unit selects the locations and builds the base transceiver station (BTS) towers. They are also responsible for the maintenance of the towers.
Property Management
The property management unit manages the technical equipments and assets.
Human Resource Department
Human resource department is responsible for the recruitment and training of the employees of the company. They also monitor the performance and handle the promotion and salary related matters. Along with the HR department, there is an Administration. The administration is responsible for supplying furnishings and equipments to all the divisions and departments. They also administer the regulations of the company.
Corporate Strategy Department
The corporate strategy department determines the long-term strategies and the short-term plans. All the corporate level policies come from them and they are also responsible for the implementation.
Corporate Affairs Department
The corporate affairs department is responsible for maintaining a liaison with other major companies. Through this department, TMIB makes business deals with other corporations and assist each other.
Coordination Department
The coordination department is responsible for the internal and external synchronization. At one hand, they coordinate with outside companies. Along with that, they harmonize among the divisions and departments inside the company.
Relationship among Different Divisions and Departments:
An organization is like complex machinery consisting of different parts. Different functional divisions and departments are the different parts of this organizational machinery. Therefore, to make an organization a success, the divisions and departments must work accordingly. In ROBI all the divisions and departments are closely tied with one another.
Sales unit makes sales forecast, identifies market’s potential opportunity and sends it to the technical division for doing the plan for new coverage area. These two divisions jointly plan for increasing the coverage area. If there is any complaint regarding the networks Customer Relation Management unit informs it to technical division for solving it. Again Customer Relation Management Unit informs marketing division about the problems and suggestions regarding the products and their selling procedure. Finance division is related with al the divisions for fund allocation and fund management of all shorts and giving salary to all the ROBI employees. Human Resource Department meets the employee need of other divisions by conducting total recruitment process.
Future Targets of ROBI:
ROBI is a company with increasing growth trend from the very inception phase. At present, in the 9th year of its operations ROBI has achieved a subscriber base of more than two million. The company has a number of plans for the forthcoming future years.
Within 2008, ROBI has the target to reach a subscriber base of 75,00000. Within that year the company is intended to cover all the districts of the country. Taking all the probable threats in the industry under consideration, including the introduction of BTTB mobile phone connection, ROBI is intended to keep its market share at least 30% by 2008.
Subscriber Base of Mobile Operators : At a Glance
At present the telecom market in Bangladesh is comprised of approximately 20990000 phone connection of which about 7.14% i. e. 1500000 phone connections are provided by the fixed line network, Bangladesh telegraph and Telephone Board (BTTB), RanksTel, Bayphone, Bijoy Phone, and OneTel. The remaining 92.86% i.e. about 19490000 connections are provided by the five mobile operators. The market share of the mobile phone operators in Bangladesh up to March 2007 is as follows:
Table 1.3 : The number of subscribers and the market share of the mobile phone operators
| Service Provider | No. of subscriber (approximately) | Market Share (approximately) |
| GrameenPhone Ltd. | 1,50,00,000 | 53.44% |
| ROBI | 74,00;000 | 12.87% |
| Banglalink | 100,00,000 | 25.70% |
| TeleTalk | 20,00,000 | 1.51% |
| Airtel | 50,00,000 | 2.13% |
| CityCell | 80,00,000 | 4.11% |
| Total | 4,74,00,000 | 100% |
Competitive Position of the Operator:
Relative position of mobile phone operators
| Service Provider | Target Customer | Price & Tariff | Quality | Technology | Strategy |
| Corporate/ Individual | Low | Deteriorating services | CDMA | Network expansion & attractive products | |
| Corporate/SME/ Individual | Competitive | High quality service and wider coverage | GSM | Increase coverage and market share | |
| Corporate/SME/ Individual | Competitive | Good quality and wider coverage | GSM | Increase coverage and Market share | |
| Corporate/SME/ Individual | Competitive | Good network with wider coverage | GSM | To maintain the no. 1 position as a cell phone operator | |
| Corporate/SME/ Individual | Very Affordable | Low Quality and Limited Coverage | GSM | Network expansion, Increase coverage and market share | |
| Corporate/SME/ Individual | Competitive | Good network with wider coverage | GSM | Network expansion, Increase coverage and market share |
Target customers are almost same for the five mobile operators. Regarding to price and tariff, ROBI and GrameenPhone are very much competitive. Banglalink’s, Airtel”s and TeleTalk’s price and tariff is very affordable and Citycell is able to give low price to its subscribers. In case of service quality and network coverage, GrameenPhone is leading the number one position among them and ROBI is holding the second. Only Citycell uses CDMA technology and other four use GSM technology. By this, Citycell differentiates its products from the others. Except GP, Other operators’ (including ROBI) recent strategy is to increase coverage and market share through attractive products.
Results for Both Prepaid and Postpaid about subscriber`s satisfaction:
Satisfaction Vs Application Procedure:
For both Pre-Paid and Post-Paid, responses regarding application procedure at ROBI were positive. Only a very negligible percentage of Pre-Paid subscribers in the sample have responded negative. Consequently, it shows that application procedure is one of the factors that have enhanced satisfaction level of ROBI subscribers.
Satisfaction Vs Activation Time
Like application procedure, both Pre-Paid and Post-Paid subscribers have stated their positive responses. This again signifies that activation time of ROBI connection, which is hours, is another factor, which has assisted ROBI to achieve greater customer satisfaction.
Satisfaction Vs Network
I have already added that for a significant portion of both Pre-Paid and Post-Paid subscribers, Network of ROBI has become one of the prime factors causing dissatisfaction. Now, I will present which factor in Network is basically responsible for this. This can be identified through the following three statements which I have asked people to put comment on them. The statements are given below.
· ROBI can access easily to any part of Bangladesh
· ROBI can access easily to other competitors’ network
- I feel myself comfortable with the transmission quality.
The responses of both Pre-Paid and Post-Paid subscribers are given below.
Responses of Pre-Paid Subscribers
The responses of Pre-Paid Subscribers regarding the statement – ‘ROBI can access easily to any part of Bangladesh’ has been given below. The following graph shows that around 50% of the Pre-Paid subscribers is either dissatisfied or highly dissatisfied about this.
Figure : Network
The responses of Pre-Paid Subscribers regarding the statement – ‘ROBI can access easily to other competitors’ network’ has been given below. The following graph shows that around 45% of the Pre-Paid subscribers are either dissatisfied or highly dissatisfied about this.
The responses of Pre-Paid Subscribers regarding the statement – ‘I feel myself comfortable with the transmission quality’ have been given below. The following graph shows that less than 10% of the Pre-Paid subscribers are either dissatisfied or highly dissatisfied about this.
From the above discussion, it can be identified dissatisfaction of ROBI subscribers regarding Network has been caused because of the following reasons.
- A significant amount of ROBI Pre-Paid Subscribers states that ROBI cannot access any part of Bangladesh because of its limited coverage in 61 districts.
- A significant amount of ROBI Pre-Paid subscribers states that ROBI cannot access easily to other competitors’ network because of inefficient network sharing with other competitors.
Responses of Post-Paid Subscribers
The responses of Post-Paid Subscribers regarding the statement – ‘ROBI can access easily to any part of Bangladesh’ has been given below. The following graph shows that around 50% of the Post-Paid subscribers is either dissatisfied or highly dissatisfied about this.
Figure : Network
The responses of Pre-Paid Subscribers regarding the statement – ‘ROBI can access easily to other competitors’ network’ has been given below. The following graph shows that around 30% of the Pre-Paid subscribers is either dissatisfied or highly dissatisfied about this.
The responses of Post-Paid Subscribers regarding the statement – ‘I feel myself comfortable with the transmission quality’ have been given below. The following graph shows that none the Post-Paid subscribers is either dissatisfied or highly dissatisfied about this.
From the above discussion, it can be identified dissatisfaction of ROBI subscribers regarding Network has been caused because of the following reasons.
· A significant amount of ROBI Post-Paid Subscribers states that ROBI cannot access any part of Bangladesh because of its limited coverage in 61 districts.
· A significant amount of ROBI Post-Paid subscribers states that ROBI cannot access easily to other competitors’ network because of inefficient network sharing with other competitors.
Satisfaction Vs Customer Care
It has been found out from the findings part that for both Pre-Paid and Post-Paid around 45% of the respondents has either agreed or strongly agreed with the positivity of the customer care of ROBI. However, in both cases around 40% respondents have positioned themselves as neutral. This signifies that a big chunk of the respondents is unaware of the features of customer care as they never tried it out.
Satisfaction Vs Facilities
To find out the responses of the respondents I have asked them regarding the following four facilities provided by ROBI to its pre-paid and post-paid subscribers.
- Pulse
- Off-peak hour
- Roaming facility
- Friends n Family Option
It has been found out that only an insignificant portion (7%) of the pre-paid respondents has either disagreed or strongly disagreed. In case of post-paid subscriber respondents, only 4% disagreed with the positively of the facilities offered by ROBI.
Satisfaction Vs Churn Out Ratio
Regarding switching to other competitors’ services, only around 15% of the post-paid respondents has either agreed or disagreed where the greater portion is in favor of not switching to anyone in future. Nevertheless, 30% of the pre-paid respondents has either agreed or disagreed in favor sticking to ROBI services. Consequently, ROBI should have a considerate look in this arena of its subscriber base.
Satisfaction Vs Value Added Services
To assess the satisfaction level regarding the value added services, I have asked the pre-paid subscribers about SMS and VMS. At the other extreme, I have asked the post-paid subscribers about SMS, VMS and GPRS services offered by ROBI. It has been further discussed on the next page. The statements based on which I tried to assess customer reaction has been given below.
- I am satisfied with the advanced SMS service provided by ROBI
- I am satisfied with the distinctive VMS service provided by ROBI
- I am satisfied with the distinctive GPRS service provided by ROBI
Responses from Pre-Paid Respondents
The graph (VAS 22) below shows that only 25% of the respondents are either dissatisfied or strongly satisfied with the SMS services provided by ROBI. However, more than 50% of the respondents are either satisfied or strongly satisfied with the SMS services provided by ROBI. Besides, a chunk of around 30% is neutral about this service as they never tried it out.
Figure : value Added Services
The graph above (VAS 23) shows that unlike SMS, people have responded about VMS services of ROBI in a different way. It shows that only10% of the respondents has agreed with positivity of the VMS services. Conversely, 80% of the respondents have positioned themselves as neutral since they never tried the VMS services as this is too complicated to operate.
Responses from Post-Paid Respondents
The following graph shows us that post-paid subscribers are very much satisfied with the SMS services as more than 70% of the respondents has either showed their positive response or strong positive response. At the other extreme, around 10% respondents have showed their dissatisfaction. Besides, like pre-paid subscribers, post-paid subscribers have showed their huge neutral response regarding VMS which once again shows that they infrequently or never tries this service provided by ROBI.
Regarding GPRS, the graph shows that around 35% respondents have strongly satisfied with this particular service of ROBI. However, the majority is neutral about it. This signifies that subscribers who have used GPRS are strongly satisfied about it, nevertheless most of the respondents have never tried this out and consequently have positioned themselves as neutral.
Figure : Value Added Services
The above discussion shows that customer satisfaction of ROBI is significantly dependant on SMS services however, probably because of lower promotional campaign regarding VMS, ROBI subscribers are almost unaware of this service and consequently are not used to it. Besides, though GPRS has become able to create a strong position among the post-paid subscribers due to the easy access and intensive promotional campaign enhanced by ROBI.
Satisfaction Vs Scratch Card Availability (Pre-Paid)
It has been found out that the Pre-Paid respondents are satisfied with the availability of scratch cards except a very negligible portion (5%) of the sample. The graph of this result has been added in the ‘Findings Section’. This signifies that Scratch Card availability is another arena where ROBI has succeeded to gain positive reaction.
Satisfaction Vs Scratch Card Duration (Pre-Paid)
Like Scratch Card Availability, scratch card duration is another sector where ROBI has made the customers happy. The graph is showed in the findings section. Consequently, Scratch Card Duration is also factor behind the customer satisfaction of ROBI.
Satisfaction Vs Billing (Post-Paid)
To assess the satisfaction level of post-paid subscribers of ROBI, I asked put forward their responses regarding the following two statements.
- The bill notification procedure is well timed.
- The billing procedure is comfortable for me.
The greater portion of the respondents has responded positively about the statements above. However, around 15% of the respondents has either disagreed or strongly disagreed with the bill notification procedure. The following graph shows us that. According to them, it is not well-timed. Consequently, it might be said this is a minor arena where ROBI is losing satisfaction of its post-paid subscribers.
Satisfaction Vs Call Charge
I have already discussed in the ‘Findings Section’ that for pre-paid and post-paid subscribers of ROBI, call charge is the most important factor, which is creating dissatisfaction. To assess the satisfaction level, I asked for responses regarding the following statements.
- The call charge from mobile to mobile (outgoing) is low.
- The call charge from mobile to Fixed Phone (outgoing) is low.
- The call charge from fixed phone to Mobile (Incoming) is low.
Let us have a look on the responses regarding the statements above.
Responses from the Pre-Paid Subscribers
The following graph (Call Charge 9) shows the responses regarding the statement – ‘The call charge from mobile to mobile (outgoing) is low’. The graph signifies that more than 50% of the respondents are either dissatisfied or strongly dissatisfied with the call charge from mobile to fixed phone.
Figure : Call Charge
The ‘Call Charge 10’ graph above shows the responses regarding the statement – “The call charge from mobile to Fixed Phone (outgoing) is low”. It is certain from the graph that more than 80% of the respondents has either disagreed or strongly disagreed with that given statement. As a result, it can be said this is prime arena where satisfaction level of pre-paid subscribers has gone down.
At the other extreme, the right graph above (call charge 11) shows that around 35% of the respondents has either agreed or strongly agreed with the statement- The call charge from Fixed phone to Mobile (Incoming) is low, however 25% has either disagreed or strongly disagreed.
Responses from the Post-Paid Subscribers
For Post-Paid subscribers all the three statements I have given got mostly either disagreement or strong disagreement. The following graph shows us these facts.
- Call charge from mobile to mobile (outgoing) is low – graph call charge 9
- Call charge from mobile to Fixed Phone (outgoing) is low – graph call charge 10
- Call charge from Fixed phone to Mobile (Incoming) is low – graph call charge 11
Figure : Call Charge
Frequency of Usage of ROBI’s Value Added service
The next question was developed in order to know the popularity about various Value Added Services provided by ROBI. The four value added services (SMS, VMS, Fax and Data, and GPRS) were in the list and respondents were asked to tick each of them according to their usage frequency.
Short Message service (SMS)
From the above figure, it is apparent that SMS is the most popular and frequently used value added service among all the VAS. Only 2% of the respondents were found who does not use this service. 67% of the respondents use this service everyday, which is most frequent than any other value added services. People of almost all age group use this service. Cheap cost also makes it popular among users of all type.
Voice Mail Service (VMS)
Surprisingly this service has got a very low respond though no extra charge is required to activate this service. This service can be easily activated by making a simple phone call at ROBI’s customer care service and request for activation. But people who do not use that have a misperception that this service is available only to handsets with special features or they have to pay a monthly fixed rent to enjoy it. This service did not become that popular as expected and probably the problem lies with ROBI for not promoting and communicating its features to the customers properly.
Fax and Data
There was no user found for this specific service from the given sample set as this service is used by companies. Special permission is required which is issued, if any individual wants to use Fax and Data Service.
GPRS
In the case of GPRS, 88% of the respondents do not use this service. Only 5%, 3% and 3% of the respondents used this service daily, 15 days, and occasionally respectively as this service is only available for Post-Paid connection and it is very expensive to browse the Internet through mobile phone.
Reasons for Not Using Value Added Services
Asking the people regarding the reasons for not using ROBI value added services, the followings came out upon which people have submitted their opinions.
o My handset or connection is not compatible.
o It is too complicated to use/not user friendly.
o It is too expensive.
o I am not aware of the service.
o It is only for the young people.
SWOT Analysis:
Strengths and weaknesses are the micro environmental factors influencing a business which are within the organization. Opportunities and threats are the micro environmental factors that influence all the firms in the industry. This is a very important tool for a company in order to determine the present standpoint of the company.
Strengths
Joint Venture
ROBI is a brand of TM Internati