Cell Phone Business Opportunity in Bangladesh

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  • Topic: Mobile phone, Sony Ericsson, Ericsson
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  • Published : January 7, 2011
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New Category Business Opportunity
In Bangladesh

Cell Phone

Cell Phone & few facts
• Cell Phone is the major media of communication in Bangladesh. And cell phone market of Bangladesh is the most highly grown market of Bangladesh in last five years.



Basically Cell Phone is used for voice call communication but as telecommunication service providers and cell phone manufacturers are providing more facilities, its serving many more purposes. First and foremost it is used for – Personal Communication (Voice call, SMS & MMS), – Business Communication (Voice call SMS & MMS), – Multimedia Media Applications (Radio & MP3 Player), – Clock, Scheduler , Calculator etc – Imaging & internet surfing. And because now it is part of culture and status. Non urban and semi urban are hard core users followed by urban population. Usage of Cell Phone amongst urban population with higher disposable income are using the product less compared to semi urban population.





ICT Market Size in Bangladesh
Brand PC 1%

Cell Phone 43%

Clone PC 31%

Laptop 12% Gadgets 7% Accessories 6%

Market Size in Million TK. 2534 (USD 362 Million)
Source: Brand Forum & AC Nielsen

Estimate 2009

Market Share of Leading Brands in Cell Phone
Market Share by Volume
2% 1% 0% 1% 2% 8% 25% 5% 4% 6%

Nokia Samsung

Sony Erricson
Motorola Benq Siemens Symphony

12%

22% 12%

Sprint BlackBerry HTC

Market Size: 2.96 Million PCs
Source: Brand Forum & Other Independent Research Bodies

Market Share of Leading Brands in Cell Phone
2%

Market Share by Value
1% 1% 3% 1% 1% 4% 28%

Nokia Samsung

3% 4%

Sony Erricson
Motorola Benq Siemens Symphony Sprint

13%

15%

24%

BlackBerry HTC

Market Size in Million TK. 1102.8 (USD 157.54 Million)
Source: Brand Forum & Other Independent Research Bodies

Estimate 2009

The growth of telecommunication industries of Bangladesh in last few years. Total Active subscribers

59.98 43.70 27.72 46.69

Total Active subscribers

2007

2008

2009

2010

Subscribers in Million (Every Year in June)
Source: BTRC

Brand wise growth of telecommunication industries of Bangladesh in last few years. 30.00 25.00 20.00 15.00 10.00 5.00 Grameen Phone Aktel/Robi Banglalink Warid Tele Talk

City Cell

2007 2008 2009 2010

Subscribers in Million (Every Year in June)
Source: BTRC

Pricing, Distribution, ATL & BTL of Main Cell Phone Brands

Brand

Series
Economy (Regular)

Pricing (In BDT) 1600 - 6500 8000 - 45000 15000 - 40000 1800 - 5000

Distribution (Doors) 70000 40000 30000 60000 30000 5000 40000 30000 8000 30000 25000 30000

Activities
ATL Print, Billboard, TVC, Road Show, Shopping Mall Activation. BTL Trade Promo, Consumer Promo, Shop Sign, Outlet Branding, POSM

Nokia

Multimedia (N Series & E M) Professonal (E Series) Economy (Guru & Regular)

Samsung

Multimedia (Star, Corby, Omnia) 9000 - 45000

Print, Billboard, TVC, Trade Promo, Consumer Bus Branding, Shopping Promo, Shop Sign, Outlet Mall Activation. Branding, POSM

Professonal (Galaxy, Wave)
Economy (Z Series, J Series)

15000 - 50000
2000 - 6500

Print, Billboard,

Trade Promo, Consumer Promo, Shop Sign, POSM

Sony Ericsson Multimedia (W Series, K Series) 5500 - 30000 Professonal (P Series, X Series) Economy (WX & Regular) Motorola Multimedia (Razr,Rokr, Slvr) 20000 - 50000 1500 - 5000 5000 - 18000

Print,

Trade Promo, Consumer Promo, POSM

Professonal (A Series, E Series, ) 12000 - 35000

Why we believe this has potential
• The Cell Phone category is around BDT 1100 Million.

• Bangladeshis has an affinity with the product and application of Cell Phone is almost a ritual. Nokia came in to the mainly developing market and scooped up (almost) entire market share, and later on Samsung. Now Sony Ericssion and Motorola is also holding a strong place in the que. This has achieved few good things for the consumers; good reliable product at a...
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