Grameen Phone

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Executive Summary

As a market leader, Grameen Phone is continuously coming up with new ideas regarding its products and services. Recently, the company is mainly focusing on the non-voice services. Because, the company knows in near future, voice based services will reach to the maturity stage which will make the business growth constant to some extents. Hence, the company is trying to maintain the leading position in non-voices services as well like SMS, Push-Pull, and Information related services at the early growing stage. These services are working as a building block to increase GP’s service value. Coming up with innovative service is easier than making subscribers aware of services. Hence through this report, I have tried to find the GP subscribers’ service awareness status. A comprehensive telephone survey was conducted to get subscribers’ feedback about their GP services’ awareness level. 120 respondents were picked up randomly from GP subscribers’ directory. SPSS, MS Excel was used to analyze data. The survey data show that there is a huge gap between service offered to the subscribers and awareness of those services. Majority of the subscribers are unaware about GP services. Though they are aware about services, they do not know how to use services. Newspaper is the most effective media to make subscriber aware about GP services. Moreover, they preferred newspaper to learn about GP services. The whole analysis draws the conclusion that GP subscribers’ has low awareness about GP services. Now making subscribers aware about GP services will be the great challenge for the company. GP has to build awareness through promotional campaign, work shop, press conference to promote subscribers about its services. Increased service awareness status will raise the service value of GP, increase subscribers usages rate result increase revenue for GP. If continuous development of new product and service can not simultaneously aware subscribers then it will neither worth much to subscribers nor add value to the company. Now GP has to consider the GAP minimization and maintain alignment with service offering and service awareness. Otherwise, in the long run new services innovation will not give its ultimate success. 1. Introduction

1.1 Background of the Report
GrameenPhone launched its mobile phone service on March 26, 1997 and since then has become the largest mobile phone operator in the country. The company is continuously improving and offering new services to add value. Along with GSM features GrameenPhone is offering Value Added Services (VAS), Special services, Push Pull services, after sales services and information services. Coming up with innovative service is easier than making subscribers aware of services. Hence through this internship report, I have tried to find the GP subscribers’ service awareness status. A comprehensive telephone survey was conducted to get subscribers’ feedback about their GP services’ awareness level. In addition, I have tried to identify and analyze the effective media, which can build the awareness level of GP subscribers. For this survey, I picked up 120 respondents randomly from GP subscribers’ directory. SPSS, MS Excel is used to analyze data. Therefore, on the basis of analysis of collected data I tried to portray the real picture of service usage and provide suggestion for further improvement, as we know, if continuous development of new product and service can not simultaneously aware subscribers then it will neither worth much to subscribers nor add value to the company. So, making subscribers aware about GP services is the great challenge for the company. 1.2 Objectives

The objectives of this report are:
1To determine the GrameenPhone subscribers services awareness status and services usages. 2To recognize the popularity of the VAS and determine the frequency of its usage. 3To identify the efficient and effective Medias to build services awareness among...
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