Robi
Abstract
The report below elaborates the issue of cultural transformation that took place with the change of ownership of a leading telecommunication operator Robi Axiata Limited. The company was formerly known as AKTEl. A revolution of this magnitude is very wide ranging. The objective of this report is to throw light upon the cultural impacts of changing brands and ownerships from a definitive perspective. The report focused on both primary & secondary data sources like published interviews of higher authority, marketing campaigns, questionnaire for current employees of the company and the existing or non-existing customers.
1. Company profile
Robi Axiata Limited is a joint venture between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata, formerly known as Telekom Malaysia International (Bangladesh), commenced operations in Bangladesh in 1997 with the brand name AKTEL. On 28th March 2010, the service name was rebranded as ‘Robi’ and the company came to be known as Robi Axiata Limited.
Background of the idea generation of ROBI:
Telekom Malaysia International Bangladesh (TMIB) was a joint venture organization with A. K. Khan & Company and Telekom Malaysia, a leading telecommunication provider, operating its business in Bangladesh since 15 November 1997.In terms of a subscriber base, Aktel slipped to a third position among other competitors from its second at the end of 2007. Michael Kuehner, managing director and chief executive officer of Axiata (Bangladesh) Ltd, the owning company of Aktel, explains his company's new branding move. He said Aktel was attractive in a way. "But whenever we talked to people about what was really missing, we found that customers in general could not identify what it stands for as a company or an operator." "I think the challenge is to change this position of Aktel into a new and bigger position. With the launch of a new name, we want to start all over again in terms
The report below elaborates the issue of cultural transformation that took place with the change of ownership of a leading telecommunication operator Robi Axiata Limited. The company was formerly known as AKTEl. A revolution of this magnitude is very wide ranging. The objective of this report is to throw light upon the cultural impacts of changing brands and ownerships from a definitive perspective. The report focused on both primary & secondary data sources like published interviews of higher authority, marketing campaigns, questionnaire for current employees of the company and the existing or non-existing customers.
1. Company profile
Robi Axiata Limited is a joint venture between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata, formerly known as Telekom Malaysia International (Bangladesh), commenced operations in Bangladesh in 1997 with the brand name AKTEL. On 28th March 2010, the service name was rebranded as ‘Robi’ and the company came to be known as Robi Axiata Limited.
Background of the idea generation of ROBI:
Telekom Malaysia International Bangladesh (TMIB) was a joint venture organization with A. K. Khan & Company and Telekom Malaysia, a leading telecommunication provider, operating its business in Bangladesh since 15 November 1997.In terms of a subscriber base, Aktel slipped to a third position among other competitors from its second at the end of 2007. Michael Kuehner, managing director and chief executive officer of Axiata (Bangladesh) Ltd, the owning company of Aktel, explains his company's new branding move. He said Aktel was attractive in a way. "But whenever we talked to people about what was really missing, we found that customers in general could not identify what it stands for as a company or an operator." "I think the challenge is to change this position of Aktel into a new and bigger position. With the launch of a new name, we want to start all over again in terms