Marketing of Banglalink

Topics: Marketing, Customer service, Telecommunication Pages: 11 (2126 words) Published: May 9, 2013

Banglalink is new brand name of Shebaworld (019), which has been providing Global Service of Mobile (GSM) in the country since 1998. Orascom Telecom bought 100% share of Sheba Telecom and gave its new name as Banglalink aiming to provide quality service in Bangladesh. February 10, 2005, Banglalink™, the Orascom Telecom holding owned GSM operator, announces its launch with a roar:  Tk.1500 (!) for a branded mobile handset as a part of its limited launch package for total Tk.3400. Banglalink aims to understand peoples' needs best and develop appropriate communication services to improve peoples' life and make it simple. Their work is aimed towards meeting their vision. All members of the Banglalink family are highly passionate individuals, fully committed to achieving the vision.

Vision: "Banglalink understands people's needs best and will create and deliver appropriate communication services to improve people's life and make it easier"

Mission: To ensure their vision is achieved, they have set mission for themselves with a few values, they want to be: Straightforward, reliable, innovation, passionate

Goals: Banglalink’s goal is to bring mobile telecommunication freedom at lower cost. Banglalink wants to make mobile affordable for customer.

Who is Behind Banglalink
Orascom Telecom Holding S.A.E. (“Orascom Telecom”) is a leading mobile telecommunications company operating in nine emerging markets in the Middle East, Africa and South Asia. Established in 1998, the company has acquired nine operating licenses in this region. With nearly 520 million people and an average mobile telephony penetration of only 5% falling under these licenses, Orascom Telecom has positioned itself as a leading telecommunications conglomerate in the emerging markets of this region. The organization has managed to build an amazing subscriber base of around 15 million in just a short span of six years by the end of 2004.

The majority stakeholder (56.9%) of the OTH group is the Sawiris family of Egypt, of whom Naguib Sawiris is the present Chairman and CEO. The rest of the shares are traded in the Cairo, Alexandria & London Stock Exchanges. OTH's IPO raised US$320 million during the year 2000, and was the largest offering on the Egyptian Stock Market at the time.

The capital of Orascom Telecom is estimated at 1.1 billion Egyptian Pound represented in 110 million shares. OTH operates a GSM network in Bangladesh and provides a range of prepaid and postpaid voice, data and multimedia telecommunications services. As of March, 2006, Banglalink served more than 1.5 million subscribers.  Banglalink estimates that it had a 13.1% market share of total mobile subscribers in Bangladesh.

Banglalink’s license is a nationwide 15-year GSM license that expires in November 2011. It was acquired for US$ 60 million and re-branded and launched its services under “Banglalink” in February 2005.

Banglalink at a glance:
|Shareholder Structure |Orascom Telecom Holding SAE | | |100% | | | | |Total Number of |6.02 Million | |Subscribers | | |Prepaid |4,478,082 | |Postpaid |1,541,918 |...
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