bangla link brand
TRANSCRIPT
Internship Report
Spring-2006
A RELATIONAL STUDY ON CONTROLLED COMMUNICATION, UNCONTROLLED COMMUNICATION, BRAND NAME AND
BRAND ATTITUDE IN THE CONTEXT OF BANGLINK™
by
Fida Habib ID: 0010126
An Internship Report Presented in Partial Fulfillment of the Requirements for the Degree
Bachelor of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH April 2006
A RELATIONAL STUDY ON CONTROLLED COMMUNICATION, UNCONTROLLED COMMUNICATION, BRAND NAME AND
BRAND ATTITUDE IN THE CONTEXT OF BANGLINK™
by
Fida Habib
ID: 0010126
has been approved April 2006
________________________________
Mr. Sohel Islam Lecturer
School of business Independent University, Bangladesh
April 23, 2006
Mr. Sohel Islam
Lecturer, School of Business
Independent University, Bangladesh
Dear Sir,
It is a great pleasure and honor for me to submit my internship report “A relational study on
controlled communication, uncontrolled communication, brand name and brand attitude in the
context of Banglalink™. I am submitting this report as a part of my internship in Banglalink.
This report will help the organization to find out the factors which influences brand attitude.
This is the first time that I have done correlational study in a complete form, and I have tried
my level best to conduct this in a professional manner. It is true that, it could have been done in
a better way if there were not limitations.
I hope you will asses my report considering the limitations of the study. Your kind advice
will encourage me to perform better research work in future.
Yours sincerely,
Fida Habib
ID# 0010126.
Acknowledgement
In the preparation of this internship report, I would like to acknowledge the encouragement
and assistance given to me by a number of people. I am most grateful to the management of
Banglalink™ for giving me the opportunity to complete my internship in their organization.
I would like to express my gratitude to my supervisor Mr. Sohel Islam, for providing me
detailed feedback and support on this report. Without his contribution, it would not have been
possible for me to conduct this research work.
I would like to render my special thanks to Mrs. Rumana Reza, Director, Customer Care
Department of Banglalink™. I would also like to thank the supervisors of the Support Service
Unit Mr. Shibu Kanti Ghosh and Mr. Tanveer Shahed for providing me full support during my
internship. I am grateful to Mr. Mahmud Hasan and Mr. Tanvir Mahmud Sharif for helping me
in many different ways during my tenure in Banglalink.
Table of Contents
Page
Executive Summary
1.0 Introduction 1
1.1 Statement of the Problem 2
1.2 Purpose of the Study 2
1.3 Limitations 2
1.4 Research Timeline 3
2.0 Review of Literature 3
2.1 Controlled communication 3
2.2 Uncontrolled communications 4
2.3 Brand name 5
2.4 Brand Attitude 6
2.5 Relationship between controlled communication and brand attitude 7
2.6 Relationship between uncontrolled communication and brand attitude 7
2.7 Relationship between brand name and brand attitude 8
3.0 Operational definitions 9
3.1 Proposed Conceptual Framework 9
3.2 Research Questions and hypotheses 10
3.2.1 Research Questions 10
3.2.2 Hypotheses 11
4.0 Methodology 11
4.1 Research Design 11
4.2 Sampling method 12
4.3 Survey Instrument 12
4.4 Data Collection 14
4.5 Data Analysis 14
5.0 Results 14
5.1 Reliability and Descriptive statistics of the Instruments 14
5.2 Correlation Analysis 15
5.3 Stepwise Regression Analysis 16
6.0 Assessment of research hypothesis 18
7.0 Recommendations 19
8.0 Conclusion 20
References 21
Appendix 1 26
Appendix 2 28 Appendix 3 34
List of Tables
Page
1. Operational definitions of measured variables 9
2. Descriptive statistics, and Reliability Coefficients 15
3. Correlation Matrix 16
4. Stepwise Regression on Brand attitude 17
List of Figures
1. Conceptual Framework of Research Variables and their relationships 10
Executive Summary
The purpose of this paper is to investigate the relationships between controlled
communication, uncontrolled communication, brand name and brand attitude in the context of
Banglalink™ a GSM mobile telecom operator in the mobile telecommunications industry of
Bangladesh.
Sufficient literature review and discussions suggest that the avenues of communications
(controlled and uncontrolled) and the brand name influences the attitude that consumers have
regarding a brand (brand attitude).
The literature review and the data from the study suggest that correlation does exist between
the above mentioned study variables. Data was collected by distributing a total of 106
questionnaires to the subscribers of Banglalink™ that visited the Customer Care Center in
Gulshan. Collected data was analyzed using SPSS 12.0. Correlational analysis and stepwise
regression analysis were performed for testing the hypotheses and both provided full support in
proving the hypotheses.
The study showed that the attitude and perception that consumers in the mobile telecom
industry formulate about a brand are influenced by the messages that are communicated by
marketers together with information that they receive from other non-commercial sources and
also the name or familiarity of the brand.
The findings suggest that controlled communications, uncontrolled communication and brand
name are pivotal in establishing consumer expectations, thus brand attitudes. Therefore, these
types of advertising should be utilized to communicate realistic service experiences,
while brand names should reinforce consumer confidence, trust and safety in usage. Positive
WOM advocating proven reliability and consistency of the brand should be encouraged and
rewarded to encourage new usage and reusage behavior.
1.0 Introduction
In September of 2004 Orascom Telecom Holding S.A.E. (“Orascom Telecom”) a leading
mobile telecommunications company operating in nine emerging markets in middle East , Africa
and South Asia acquired Sheba Telecom (Pvt) Ltd. at a cost of US $ 60 million. As Sheba
Telecom, the worst performing network operator in the industry, the company had only 30,000
subscribers. To dispel this image, OTH had re-branded Sheba as Banglalink™ in an attempt to
give it a completely new image.
The Bangladesh GSM mobile telecommunication industry is led by Grameen Phone with
over 6 million subscribers followed by Aktel with 4 million and Banglalink™. Banglalink™ is
currently ranked third by being the fastest growing mobile telecommunications company in the
world by increasing the 30,000 subscriber base of Sheba to 1.7 million Banglalink™ users and
expanding it’s network coverage to 61 districts in just over 1 year. The oldest mobile telephony
operator CityCell uses CDMA technology with a customer base of less than 1 million.
The socio economic condition of Bangladesh in a way limits expansive growth of the mobile
telephony industry and thus operators have to rely heavily on drawing competitor’s subscribers
in order to expand their own customer bases. So there is a need for studying the factors
attributing to the attitude of consumers towards a brand (Brand Attitude) in this case
Banglalink™, in order for Banglalink™ to get a clear understanding on how to gain and
maintain market share in the GSM telecommunications industry in Bangladesh.
1.1 Statement of the Problem.
The growing competition in the mobile telephony industry in Bangladesh has meant that
subscribers now have more choices and can easily switch to the brand that appears favorable to
them. In order to thus gain and maintain market share Banglalink™ needs to understand the
factors attributing to the brand attitude of customers towards Banglalink™.
1.2 Purpose of the Study
The purpose of this study was to examine the effect of two communication variables
(controlled communications, uncontrolled communications) and brand name on brand attitude.
By understanding their relationships we can better determine those avenues of communication
that exert the most influence on consumers and the significance that the name of a brand plays as
they make their decisions and formulate their attitude towards service brands. The findings will
enhance our existing knowledge of the relationships that exist between marketing
communications, brand name and decision making of service consumers, thus enhancing both
our practical and theoretical understanding of communication effects.
1.3 Limitations of the Study
The study was limited by a number of factors. Firstly the research was limited only in Dhaka
city. Secondly the sample size may be considered too small to represent the present scenario.
The time constraints for the study and also the limited knowledge of the researcher may be
considered as limitations.
1.4 Research Timeline
2006 February Research Proposal Writing.
2006 March Literature Review.
2006 March Development of conceptual framework.
2006 April Data collection procedure.
2006 April Data analysis and interpretation of the findings.
2006 April Submission of draft copy.
2006 April Submission of research paper.
2.0 Literature Review
2.1 Controlled communication
Controlled communication implies the messages that the marketer delivers to the consumers.
The marketer has full control on the message content, when and how the message will be
delivered and to whom it will be delivered. Advertising and other promotional activities
undertaken fall under this category. Issues related to the advertising of services have been at the
forefront of research in more recent times. Such research has focused on the examination of
services advertising in terms of intimacy theory (Stern, 1997), the difference between business-
to-business and consumer services advertisements (Turley and Kelley, 1997) and the effect of
services advertising on brand salience and brand image (Miller and Berry, 1998). In terms of
services, controlled communications such as advertising are argued to be an important tool used
to communicate the service. For example, service advertisements adopting a rational or
informational approach have been shown to reduce uncertainty and increase the likelihood of
future purchase intentions (Stafford and Day, 1995), while research concerning the advertising
of experience goods shows that advertising can
enhance perceived quality (Cobb-Walgren et al., 1995). While the objective of any controlled
communications, such as advertising, is to communicate information to consumers, we know
that it is the degree to which the information is meaningful to consumers that is important.
Therefore, the more favorable the consumer’s feelings and attitudes are towards the
communications; the more likely it is that the communications will be effective in transferring
relevant meaning about the brand. This being the case, it is the consumer’s attitude or feelings
towards the controlled communications that will ultimately influence their response to the brand,
as manifested by their satisfaction with, attitude towards or intentions to use the brand.
2.2 Uncontrolled communication Uncontrolled communication primarily consists of word-of mouth (WOM) behavior and non-
paid publicity. Largely derived from personal sources, WOM communications are an important
source of information for service consumers prior to patronage. For example, it has been shown
that WOM communications significantly affect consumer purchasing behavior (Mangold et al.,
1999) and influence both short-and long-term judgments (Bone, 1995). In the context of
services, it appears that WOM is particularly important, as consumers tend to rely on WOM to
reduce their level of perceived risk and uncertainty often associated with the purchase of
services (Mangold et al., 1999). In fact, Murray’s (1991) findings concerning personal sources
of information regarding goods and services support this claim, in that service consumers have
greater confidence in WOM and a greater propensity to purchase after engaging in WOM than
purchasers of goods.
Another form of uncontrolled communication comes in the form of non-paid public relations.
Often referred to as “publicity”, this form of message communication is similar to WOM in the
sense that negative publicity is said to have a greater influence on consumer response than
positive publicity. In a similar vein to WOM, publicity is also viewed as a credible source of
information that is more influential than marketer-driven communications (Ahluwalia et al.,
2000). Furthermore, Hauss (1993) advocates that, regarding the attitudes of people towards
political parties, there is not doubt that good and bad media coverage has a profound effect.
While adverse publicity can lead to negative perceptions, positive publicity can enhance
attitudes (Hauss, 1993).
2.3 Brand name
Brand names play an integral role in the marketing of goods and services, with a good brand
name being argued to create high levels of brand awareness, stimulate strong consumer
preference and contribute to the success of the product (Chan and Huang, 1997). In fact, many
have noted the importance of brand names in consumer evaluations of brands, in that, brand
names assist the consumer in recalling brand benefits (Janiszewski and van Osselaer, 2000), in
making product inferences and evaluations (Zinkhan and Prenshaw, 1994) and they play an
important role in reputation and choice (Holden and Vanhuele, 1999). Therefore, the argument
that brand names are a valuable source of information to consumers cannot be disputed. In fact,
Zinkhan and Martin
(1987, p. 170) found that “based on product name alone, customers form instant, non-neutral
attitudes about the product that may prove difficult to change through the use of
subsequent communications”. Degeratu et al. (2000) note that the brand name is weighted
as even more important when there is lack of available information, as the brand name becomes
a surrogate for attribute information that is missing. Given the nature of services where little
information is available to consumers in their pre-purchase evaluations, the brand name may
well prove to be an important source of information. In fact, Turley and Moore (1995) advocate
that due to the difficulty in service evaluation, the service brand name becomes a crucial
component of the brand and important source of information to the consumer. In fact, as
pointed out by Stern (1983, p. 53), “a good brand name can save millions of dollars over the
product’s life because it carries its own meaning, describes the product’s advantages, is instantly
recognized and serves to differentiate the product significantly from other competitors”. In
addition, in the context of services, brand names are argued to be a crucial component of the
brand and important source of information to the consumer because, in many cases, service
attributes are difficult to communicate via other means (Turley and Moore,1995). This being the
case, the brand name should be recognized for the more proactive role it plays in communicating
the brand, rather than simply being viewed as a component of the brand. Although it could be
argued that the brand name, in itself, represents a controlled communication, for the purpose of
this study, which examines different communication avenues (or means of information
transference), we argue that essentially the information transmitted by the brand name is not
completely controlled by the marketer. For example, with advertising and promotional
decisions, issues such as targeting, message creation, media selection and campaign evaluation
are completely controlled by the marketer. However, with the brand name, while its initial
inception and communication (via advertising) is under the control of the marketer, the meaning
that is attached to or transmitted by the mere mention of the brand name comes also from other
sources. For example, the consumers’ personal experiences and what is known of others’
experiences with the brand will result in information and meaning being attached to the brand
name in memory.
2.4 Brand Attitude
Defined as “the consumer’s overall evaluation of a brand whether good or bad” (Low and
Lamb, 2000, p. 352), brand attitudes encapsulate the meaning that consumers attach to brands,
which in turn effects their purchasing behavior (Low and Lamb, 2000). Therefore, positive
brand attitudes are vital to the long-term success and sustainability of brands (Hoek et al., 2000).
2.5 Relationship between controlled communication and brand attitude
In terms of controlled communications, advertising has long been proclaimed as an important
avenue by which marketers can make their offerings to customers tangible. In fact, the
perceived risk associated with many service purchases emphasizes the importance of controlling
and transmitting messages that assist in reducing consumption apprehension (Grove et al.,
1997). However, in many cases, service consumers rely heavily on information from
commercial sources (advertising communications) in order to make their brand choices. In
terms of controlled communication, advertising has been consistently found to play an important
role in creating positive brand attitudes (Kempf and Smith, 1998).
2.6 Relationship between uncontrolled communication and brand attitude
In terms of uncontrolled communication, service consumers rely heavily on information from
personal sources (WOM communications) in order to make their brand choices. In fact, it is
argued that a single positive WOM communication can result in the formation of a favorable
attitude toward the brand (Swanson and Kelley, 2001) implying uncontrolled communications
can exert considerable influence on consumer brand decisions. Marketers expend considerable
effort on creating and maintaining positive attitudes towards their brands and this is usually
achieved through the brand’s communications. As uncontrolled communication, WOM and
non-paid publicity has been consistently found to play an important role in creating positive
brand attitudes (Swanson and Kelley, 2001). However, it appears that uncontrolled sources such
as WOM, while playing a significant role in enhancing positive brand attitudes, can just as easily
diminish brand attitudes through negative WOM and publicity (Ennew et al., 2000). Argued as
having an even stronger influence on brand attitudes are uncontrolled communications such as
WOM and non-paid publicity
(Swanson and Kelley, 2001). This is so because communications that are not marketer-driven
are perceived to be more credible (Mangold et al., 1999). In examining the effects of service
brand communications terms of uncontrolled communications, brand attitudes are enhanced
through positive WOM and publicity (Bansal and Voyer, 2000 ;) or diminished through negative
WOM or “bad” publicity (Ennew et al., 2000). With regard to the latter (negative WOM and
publicity), the effect on brand attitude, in many cases, is argued to be stronger than that resulting
from positive uncontrolled communications (Ennew et al., 2000).
2.7 Relationship between brand name and brand attitude
The ultimate goal of marketers, in satisfying customers and creating positive brand attitudes,
is to induce the desired behavioral response towards the brand. While much attention has
focused on advertising and WOM, the brand name is also a powerful communications tool that
can be utilized to create strong brand attitudes. The ability of brand names to evoke feelings
such as trust, confidence and the like indicates that brand names should not be overlooked as a
valid and useful avenue of communication in the creation of brand attitudes (Turley and Moore,
1995).
3.0 Operational Definitions
Summaries of the operational definitions of measured variables are given below in Table 1.
Table 1 Operational definitions of measured variables Measured Variables Operational definitions
Uncontrolled communication has been operationally defined
by Bansal and Voyer, 2000.
Controlled communication has been operationally defined
by Hallbrook and Batra, 1987.
Brand name has operationally defined
by Grace and O’Cass, 2005.
Brand attitude has operationally defined
by Yoo and Donthu, 2001.
3.1 Proposed Conceptual Framework
To give direction to the investigation, the researcher developed a conceptual framework
based on insights gain from the literature review. While a number of theories and issues
pertinent to the study were discussed in the literature review, the following concepts were
chosen as the basis of the analysis of the research problem. These were uncontrolled
communication, controlled communication, brand name and brand attitude. According to
Ticehurst and Veal (2000), “a conceptual framework indicates how researcher views the
concepts involved in a study - especially the relationships between concepts”. Greater clarity in
understanding the concepts addressed in this study indicated the relationships between the
studied variables (Cooper & Schindler, 1998; Kumar, 1997).
Uncontrolled Communication
Controlled Communication
Brand Attitude
Brand Name
Figure 1: Conceptual Framework of Research Variables and their relationships
Following the development of the conceptual framework, specific research questions and
hypothesis were established to address directly to the research problem In the following section
the research question and hypothesis are stated.
3.2 Research Questions and Hypotheses
3.2.1 Research Questions
1. Is there any significant relationship between uncontrolled communication and brand
attitude in the context of Banglalink™?
2. Is there any significant relationship between controlled communication and brand
attitude in the context of Banglalink™?
3. Is there any significant relationship between brand name and brand attitude in the context
of Banglalink™?
3.2.2 Hypotheses
1. There is a significant relationship between uncontrolled communication and brand
attitude in the context of Banglalink™.
2. There is a significant relationship between controlled communication and brand attitude
in the context of Banglalink™.
3. There is a significant relationship between brand name and brand attitude in the context
of Banglalink™.
4.0 Methodology
4.1 Research Design
The graphical presentation of the proposed framework (Figure 1) depicted the pattern and
structure of relationships among the set of measured variables. The purpose of the study was to
measure correlations among the variables.
This study intended to investigate the relationships of uncontrolled communication,
controlled communication, brand name and brand attitude in the context of Banglalink™. Here
uncontrolled communication, controlled communication, and brand name act as independent
variables, and brand attitude as a dependent variable. The researcher has conducted a
correlational study to investigate the existence of relationships between the measured variables.
When a researcher investigates the effects of measured variables and analyses the
relationships among the variables, the design is known as correlational. A correlational study
examines the extent to which differences in characteristics in variable are related to differences
in once or more other characteristics or variables. A correlation exists if, when one variable
increases, another variable either increases or decreases in a somewhat predictable fashion.
In correlational analysis, the researcher has no control over the values of the variables under
study. Instead the researcher merely observes how the variables of interest vary in the natural
environment. As the current study was carried out in the natural environment of the
organization, the researcher interfered minimally with the normal flow of the events. With this
in mind, the present study used correlational to discover or establish the existence of
relationship, association or interdependence between the measured variables. The researcher
also used step-wise regression analysis for identifying which independent variable(s)
individually and collectively provides a meaningful contribution towards the explanation of the
dependent variable.
4.2 Sampling method
In this study the researcher collected information from the subscribers of Banglalink™. The
sample frame for this study was the entry list of subscribers at the customer care centre in
Gulshan. Through non-probability convenience sampling a sufficient number (106) of
questionnaires were obtained to meet the requirements of the statistical techniques.
4.3 Survey Instrument
Due to lack of secondary data (e.g. articles, journals, and telecom publications) in the case of
Banglalink™, it was required to investigate primary data’s for analyzing the problem. To
collect data from primary sources, a set of structured questionnaire ( 25 questions , 5 point likert
scale) were distributed among the subscribers when they visited the customer care center in
Gulshan for bill payment and other purposes. The questionnaire was a useful method to collect
data from subscribers for the following reasons:
1. The current study was about brand attitude, brand name, controlled & uncontrolled
communication and subscribers might feel reluctant to discuss these issues through a
time consuming interview specially when they have a problem to solve. In such a
situation, a questionnaire is the better choice as it ensures anonymity (Zikmund, 2000).
2. The researcher has conducted the survey on 106 respondents. To interview such a large
sample of subscribers would have been time consuming and difficult. For this reason the
survey was conducted through a structured questionnaire rather than direct interview.
3. The postal system of our country is very slow. Hence, mail survey would have been too
time consuming and difficult to be feasible for this country.
4. The internet facility is not widespread in our country. Therefore, online survey will also
be in-appropriate for this study.
5. In earlier studies on the measured variables previous researchers had used
questionnaires.
A structured questionnaire has been used in this research to collect data. Each of the
questionnaires had 4 sections. Controlled communications was measured by using 6 items
(Section 1, Question 1-6) developed by Hallbrook and Batra, (1987) and the reported reliability
of this variable was 0.92. Uncontrolled communication has been measured by using 10 items
(Section 2, Question 7-16) developed Bansal and Voyer, (2000) and the reported reliability of
this variable was 0.91. Brand name has been measured by using 5 items (Section 3, Question
17-21) developed by Debra Grace and Aron O’ Cass, (2005) and the reported reliability of this
variable was 0.92. Brand attitude has been measured by using 4 items (Section 4, Question 22-
25) developed by Yoo and Donthu, (2001) and the reported reliability of this variable was 0.94.
Since the instrument was measuring respondents brand attitude, brand name, uncontrolled
and controlled communication a 5 point Likert scale was used to determine how strongly
respondents agree or disagree with each item (1= strongly disagree and 5=strongly agree)
(Zikmund, 1997).
4.4 Data Collection
Due to lack of journals and telecom publications, it was required to analyze primary data to
investigate the research questions. The researcher used a 25 item, 5 point likert scale structured
questionnaire to collect data from primary sources.
4.5 Data Analysis
The proposed study was a correlational study. As a result, after collecting data from the
respondents the researcher used a correlational matrix to identify whether relationships exist
between the measured variable or not. Besides that, stepwise regression of all constructs were
calculated to identify the level of influence each has on the dependent variable (brand attitude).
For this research SPSS version 12 has been used as the statistical data analysis tool as it offers
greater flexibility in data analysis.
5.0 Results
5.1 Reliability and Descriptive statistics of the Instruments
The reliability coefficients, means and standard deviations of all the constructs in the
current study are displayed in Table 2. The coefficient alphas for the different constructs were
computed using the reliability procedure in SPSS (version 12.0). The most highly recommended
measure of internal consistency is provided by coefficient alpha (α) or Cronbach’s alpha (1951)
as it provides a good reliability estimate in most situations. The nearer the value of alpha (α) to
1, the better reliability. If the value is low, either there are too few items or there is very little
commonality among the items. Nunnally (1978) suggested that for early stages of any research
the reliability of .50-.60 is sufficient. The reliabilities of all the constructs in this study found to
be above the standard set by Nunnally (1978).
Table: 2 Descriptive statistics, and Reliability Coefficient of uncontrolled communication, controlled communication, brand name, and brand attitude. Scale No. of Items Alpha Mean SD
Controlled communication 6 0.68 4.15 0.49
Uncontrolled communication 10 0.82 4.03 0.57
Brand name 5 0.76 4.12 0.61
Brand attitude 4 0.74 4.18 0.61
Note: n= 106
Mean scores have been computed by equally weighting the mean scores of all items. On a
five point scale mean score for controlled communication is 4.15 (sd = .49). The mean score for
uncontrolled communication is 4.03 (sd = .57). The mean score for brand name is 4.12 (sd =
.61).
The mean score for brand attitude is 4.18 (sd =.61). It indicates that people’s attitude towards
brand (Banglalink) is favorably high.
5.2 Correlation Analysis
A correlation analysis was conducted on all the variables to explore the relationships between
the measured variables. In interpreting the strength of relationships between variables, the
guidelines suggested by Rowntree (1981) were followed. His classification of the correlation
coefficient (r) is as follows:
0.0 to 0.2 Very weak, negligible
0.2 to 0.4 Weak, low
0.4 to 0.7 Moderate
0.7 to 0.9 Strong, high marked
0.9 to 1.0 Very strong, very high
The bivariate correlation procedure was subject to a two tailed test of statistical significance at
two different levels highly significant (p<.001) and significant (p<.01) or (p<.05). The results of
the correlational analysis are shown in Table 3.
Table 3 Correlation Matrix for uncontrolled communication, controlled communication, brand name, and brand attitude. Con_com Uncom_com Bra_name Bra_att Con_com. .759** .590** .655**
Uncom_com .734** .736**
Bra_name .720**
Bra_att
Note: **p <.01
The result of correlation analysis for all the variables is shown in Table 4. It examines the
correlation among uncontrolled communication, controlled communication, brand name, and
brand attitude. The variables significantly correlated with brand attitude are controlled
communication (r= .65, p<.01), uncontrolled communication (r=.73, p<.01), and brand name
(r=.72, p<.01).
5.3 Stepwise Regression Analysis
Stepwise regression was conducted to asses the relationship between variables. Hanushek
and Jackson, (1977) suggested that stepwise regression is a useful procedure in determining
most significantly related variables in explaining the behavior in question and this procedure not
only gives an indication of how comprehensive the effect of the independent variable is, but
also details which aspects of a grossly defined variable have been differentially affected. Cohen
and Cohen, (1975) cautioned that, when an investigator has a large pool of potential independent
variables and very little theory to guide selection among them, he may be benefited by using
stepwise regression. The authors noted that in the use of stepwise regression analysis probably
the most serious problem arises when a relatively large number of independent variables are
used. If the researcher had selected both dependent and independent variabled based on
grounded theory, and the original independent variables (before stepwise selection) is not too
large in that case stepwise regression will work as a useful tool in testing hypothesis. The
selected variables for this study are based on strong grounded theories. Large numbers of
independent variables were not considered for this study. The effort to screen out redundant
variables during the model building process, and to provide a model in which all variables
individually and collectively, provide a meaningful contribution toward the expansion of the
response variable (dependent variable) can be accomplished by using a stepwise regression
analysis option (Mendenhall, Reinmuth, & Beaver, 1989).
Table 4 Stepwise Regression on Brand attitude Variable B SEB β R2 ∆ R2
Step 1 .542
Uncon_com .779 .070 .736***
Step 2 .612 .07
Uncon_com .477 .096 .451***
Brand_name .387 .090 .389***
Step3 .628 .016
Uncon_com .329 .117 .311**
Brand name .373 .089 .375***
Con_com .244 .115 .198*
*p<.05, **p<.01, ***p<.001.
Table 4 depicts that in Banglalink™ uncontrolled communication (p <.01), controlled
communication (p <.05), and brand name (p <.001) has been found to be statistically
significantly related with brand attitude. These results provided full support for the research
hypothesis. These three predictor variables together explained 63% of the variance in brand
attitude. Uncontrolled communication, brand name and controlled communication explained
about 54%, 7% and 2% of the variance in brand attitude respectively.
6.0 Assessment of Research Hypotheses
Hypothesis 1:
There is a significant relationship between uncontrolled communication and brand attitude in
the context of Banglalink™.
The results of the correlational study depicts that uncontrolled communication is significantly
correlated (r=.73, p<.01) with brand attitude. So the results of correlational analysis have
provided full support for the research hypothesis.
The results of stepwise regression analysis depicts that in the context of Banglalink™
uncontrolled communication (p <.01) was found to be statistically significantly related with
brand attitude. Uncontrolled communication explained 54% of the variance in brand attitude The
result of the regression analysis provided full support to the research hypothesis
Hypothesis 2:
There is a significant relationship between controlled communication and brand attitude in
the context of Banglalink™.
The results of the correlational study depicts that controlled communication is significantly
correlated(r= .65, p<.01) with brand attitude. So the results of correlation analysis have
provided full support for the research hypothesis.
The results of stepwise regression analysis depicts that in the context of Banglalink™
controlled communication (p <.05) was found to be statistically significantly related with brand
attitude. Controlled communication explained about 7% of the variance in brand attitude. So the
results of regression analysis have provided full support for research hypothesis.
Hypothesis 3:
There is a significant relationship between brand name and brand attitude in the context of
Banglalink™.
The results of the correlational study depicts that brand name is significantly correlated
(r=.72, p<.01) with brand attitude. So the results of correlational analysis have provided full
support for the research hypothesis.
The results of stepwise regression analysis depicts that in the context of Banglalink™ brand
name (p <.001) was found to be statistically significantly related with brand attitude. Brand
name explained 7% of the variance in brand attitude. So the results of regression analysis have
also provided full support for the research hypothesis.
7.0 Recommendations
The study variables controlled communication, uncontrolled communication and brand name
are significantly related to brand attitude. The three independent variables clearly influence the
dependent variable brand attitude i.e. they all contribute to attitude that consumers have
regarding Banglalink™.
The marketers of Banglalink™ should work at advertising and other promotional activities in
order to convey realistic service experiences with the brand so that their messages highlight the
value of the brand Banglalink™. Developing high value offers and favorable rates can be a key
factor to retaining existing customers and attracting new ones.
The study has identified the high level of influence that informal communication modes and
word of mouth behavior have on brand attitude so the marketers of Banglalink™ should work
hard at encouraging this kind of behavior. Important way for doing this would be by improving
network quality and coverage, working at service recovery and overall service quality of
Banglalink™. This would create satisfied customers and promote favorable WOM
communications which in turn would influence a positive attitude towards the brand
Banglalink™.
The marketers should definitely work hard to promote the brand Banglalink™ so that the
name stands for high value, trust, consistency and reliability which would influence people to
form a very favorable attitude towards Banglalink™.
8.0 Conclusion
The study has shown that controlled communication, uncontrolled communication and brand
name are significantly related to brand attitude of consumers towards a brand. So we can see
that in order for Banglalink™ to induce a positive attitude of people towards the brand they
should pay careful attention to elements such as their advertising and other promotional
activities, encourage positive WOM behavior, strive to get favorable non-paid publicity and also
work to further enhance it’s name in the minds of people in Bangladesh.
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APPENDIX 1
A survey on Banglalink™
Are you willing to spend some time to answer the survey? We guarantee that your responses will be treated as strictly confidential. You are under no obligation to answer and you are free to terminate the interview at any time 1 . Strongly disagree. 2 Disagree 3. Neither disagree/ agree 4. Agree 5. Strongly Agree Controlled communications
1 I like the advertising and promotions of Banglalink
1 2 3 4 5
2 I react favorably to the advertising and promotions of Banglalink 1 2 3 4 5
3 I feel positive toward the advertising and promotions of Banglalink 1 2 3 4 5
4 The advertising and promotions of Banglalink are good 1 2 3 4 5
5 The advertising and promotions of Banglalink do a good job 1 2 3 4 5
6 I am happy with the advertising and promotions of Banglalink. 1 2 3 4 5
Uncontrolled communications
7 Publicity has been significant in affecting my views about Banglalink 1 2 3 4 5
8 Publicity revealed some things I had not considered about Banglalink 1 2 3 4 5
9 Publicity provided some different ideas about Banglalink 1 2 3 4 5
10 Publicity helped me formulate my ideas about Banglalink 1 2 3 4 5
11 Publicity influenced my evaluation of Banglalink 1 2 3 4 5
12 My friends/family have been significant in affecting my views about Banglalink. 1 2 3 4 5
13 My friends/family mentioned things I had not considered about Banglalink. 1 2 3 4 5
14 My friends/family provided some different ideas about Banglalink. 1 2 3 4 5
15 My friends/family helped me formulate my ideas about Banglalink 1 2 3 4 5
16 My friends/family influenced my evaluation of Banglalink 1 2 3 4 5
Brand Name
17 The brand name of Banglalink tells me a lot about what to expect 1 2 3 4 5
18 The brand name of Banglalink tells a lot about this service 1 2 3 4 5
19 The brand name of Banglalink means something to me 1 2 3 4 5
20 The brand name of Banglalink sends a message to me 1 2 3 4 5
21 The brand name of Banglalink tells me everything I need to know. 1 2 3 4 5
Brand Attitude
22 Overall, I think Banglalink is good 1 2 3 4 5
23 Overall, I think Banglalink is a nice service 1 2 3 4 5
24 Overall, I think Banglalink is very attractive 1 2 3 4 5
25 Overall, I think Banglalink is very desirable 1 2 3 4 5
THANK YOU VERY MUCH FOR YOUR TIME
APPENDIX -2
Reliability of controlled communication
Warnings
The space saver method is used. That is, the covariance matrix is not calculated or used in the analysis.
Case Processing Summary N %
Valid 106 100.0Excluded(a) 0 .0
Cases
Total 106 100.0a Listwise deletion based on all variables in the procedure. Reliability Statistics
Cronbach's Alpha N of Items
.687 6
Reliability of uncontrolled communication Warnings
The space saver method is used. That is, the covariance matrix is not calculated or used in the analysis.
Case Processing Summary N %
Valid 106 100.0Excluded(a) 0 .0
Cases
Total 106 100.0a Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.829 10
Reliability of Brand Name
Warnings
The space saver method is used. That is, the covariance matrix is not calculated or used in the analysis.
Case Processing Summary N %
Valid 106 100.0Excluded(a) 0 .0
Cases
Total 106 100.0a Listwise deletion based on all variables in the procedure
Reliability Statistics
Cronbach's Alpha N of Items
.764 5
Reliability of Brand Attitude Warnings
The space saver method is used. That is, the covariance matrix is not calculated or used in the analysis.
Case Processing Summary N %
Valid 106 100.0Excluded(a) 0 .0
Cases
Total 106 100.0a Listwise deletion based on all variables in the procedure
Reliability Statistics
Cronbach's Alpha N of Items
.744 4
Correlations Correlations Con_com Uncon_com Brand_name Bra_att
Pearson Correlation 1 .759(**) .590(**) .655(**)
Sig. (2-tailed) . .000 .000 .000
Con_com
N 106 106 106 106 Pearson Correlation .759(**) 1 .734(**) .736(**)
Sig. (2-tailed) .000 . .000 .000
Uncon_com
N 106 106 106 106 Pearson Correlation .590(**) .734(**) 1 .720(**)
Sig. (2-tailed) .000 .000 . .000
Brand_name
N 106 106 106 106 Pearson Correlation .655(**) .736(**) .720(**) 1 Bra_att
Sig. (2-tailed) .000 .000 .000 .
N 106 106 106 106 ** Correlation is significant at the 0.01 level (2-tailed).
Regression
Variables Entered/Removeda
Uncon_com .
Stepwise(Criteria:Probability-of-F-to-enter<= .050,Probability-of-F-to-remove >= .100).
Brand_name .
Stepwise(Criteria:Probability-of-F-to-enter<= .050,Probability-of-F-to-remove >= .100).
Con_com .
Stepwise(Criteria:Probability-of-F-to-enter<= .050,Probability-of-F-to-remove >= .100).
Model1
2
3
VariablesEntered
VariablesRemoved Method
Dependent Variable: Bra_atta.
Model Summaryd
.736a .542 .537 .41724
.782b .612 .604 .38595
.793c .628 .617 .37952
Model123
R R SquareAdjustedR Square
Std. Error ofthe Estimate
Predictors: (Constant), Uncon_coma.
Predictors: (Constant), Uncon_com, Brand_nameb.
Predictors: (Constant), Uncon_com, Brand_name,Con_com
c.
Dependent Variable: Bra_attd.
ANOVA(d)
Model Sum of Squares df Mean Square F Sig.
Regression 21.402 1 21.402 122.938 .000(a)
Residual 18.105 104 .174
1
Total 39.508 105 Regression 24.165 2 12.082 81.111 .000(b)
Residual 15.343 103 .149
2
Total 39.508 105 Regression 24.816 3 8.272 57.430 .000(c)
Residual 14.692 102 .144
3
Total 39.508 105 a Predictors: (Constant), Uncon_com b Predictors: (Constant), Uncon_com, Brand_name c Predictors: (Constant), Uncon_com, Brand_name, Con_com d Dependent Variable: Bra_att Coefficients(a)
Model Unstandardized
Coefficients Standardized Coefficients t Sig.
B Std. Error Beta 1 (Constant) 1.042 .287 3.635 .000 Uncon_com .779 .070 .736 11.088 .0002 (Constant) .665 .279 2.384 .019 Uncon_com .477 .096 .451 4.988 .000 Brand_nam
e .387 .090 .389 4.306 .000
3 (Constant) .308 .322 .957 .341 Uncon_com .329 .117 .311 2.819 .006 Brand_nam
e .373 .089 .375 4.206 .000
Con_com .244 .115 .198 2.126 .036a Dependent Variable: Bra_att
Excluded Variables(c)
Collinearity Statistics
Model Beta In t Sig. Partial
Correlation Tolerance Con_com .227(a) 2.275 .025 .219 .424 1 Brand_name .389(a) 4.306 .000 .391 .462
2 Con_com .198(b) 2.126 .036 .206 .422 a Predictors in the Model: (Constant), Uncon_com b Predictors in the Model: (Constant), Uncon_com, Brand_name c Dependent Variable: Bra_att
APPENDIX 3
An overview of Banglalink™
Banglalink™ is the latest addition to the GSM family of Orascom Telecom Holdings, an
Egyptian company operating in nine emerging markets in the Middle East, South East Asia and
Africa. Naguib Sawiris, Chairman and CEO of OTH, announced the acquisition of Sheba
Telecom (Pvt.) Limited with a cost of US$60m in September of 2004.
The company aims to make a difference in the lives of the people. Its vision is to “understand
people's needs best and will create and deliver appropriate communication services to improve
people's life and make it easier”. Their mission is, therefore, to reduce the total cost of
ownership of buying and using a mobile phone. Moreover, to achieve this vision, the company
has established some values that it tries to instill in its employees. They want their employees,
and the company as a result, to be straight forward, reliable, innovative and, above all,
passionate.
As Sheba Telecom, the worst performing network operator in the industry, the company had
only 30,000 subscribers. To dispel this image, OTH had re-branded Sheba as Banglalink™ in
an attempt to give it a completely new image.
With that kind of a reputation at its disposition, the Banglalink™ management has placed one
of the highest priorities on improving its network. In this respect, they have installed state-of-
the-art equipment from Siemens and Huawei and brought in over 1,000 people, including
experts, from 15 countries around the world to set up the required infrastructure. The system
took a record four months (less than half the normal time) to build. In 2005 alone, Orascom
invested $120 million, earmarking close to another $300 million for future investments.
While Banglalink™ started out quite small, it has increased its coverage from 9 to 61 districts
in just over one year. Moreover, in less than one year, it now has more than 1.5 million
subscribers from a mere 30,000 in February 2005 before the launch.
Functional Departments
There are approximately eight functional departments in the organization. The functions of
these departments are described in the following sections:
Sales
One of the most important links in the chain, the sales department is responsible for all the
sales activities of the organization. The department, led by Mr. Hassan Samy, Director Sales, is
divided into four divisions: Direct Sales, Corporate Sales, Distribution Sales and Sales Support.
Distribution Sales
This is the largest team in the department. Consisting entirely of male employees, this
department is responsible for managing the activities and ensuring that sales targets are met by
the company’s six distributors (Lipro, Asimpex, Butterfly, Propel, Deens & Deshlink). They are
also responsible for ensuring that these distributors and all the dealers operating under them are
following the policies of the company with regard to promotions, package offerings, branding,
pricing etc. Hence, the team works mostly outdoors and report to the office in the evening or
early morning for completion of any paperwork.
Sales Department
Sales Support Distribution Sales Corporate Sales Direct Sales
Figure 1b: Sales Department
Corporate Sales
Corporate Sales is a relatively small team compared to direct and distribution sales. They are
yet to launch any packages, although they have recently started selling to public call offices
(PCO) through Flora Computer Systems.
Direct Sales
This is the largest team in the department, consisting of more than 20 employees. The direct
sales division operates two sales booths, run by its own employees. The first booth is located in
Gulshan 2, on the 4th Floor of Land View Complex, while the second booth in Chittagong. The
purpose of these booths is to sell directly to its customers, alongside its distributors/dealers. It
helps the company stay in close touch with its customers and get faster and more reliable
feedback from the sales force.
The booths were originally established with the idea that people prefer to purchase their cell
phones from reliable sources and no one can be more reliable than the company itself. Thus,
they provide another mechanism by which the company can meet and satisfy its consumers
communication needs, swiftly and completely.
It is the only on of its kind in the industry. All the other operators sell their products solely
through their dealers, and more recently some have added selling activities to their Customer
Care activities, but are yet to make it a separate entity similar as is in Banglalink™.
Sales Support
This team is the smallest of all the four teams. Nevertheless, they form an integral part of the
department by providing logistical support to the other three teams. Thus, they have to maintain
liaison with the Procurement Department; Kallol Group, our scratch card distributors; the
warehouse, where all POSM and handsets are stored; the Ring and OrasInvest (wholly owned
subsidiaries of OTH who provide the company with SIM cards, SAF and other logistical
support.
Marketing
The Marketing team also consists of several teams, which includes PR & Communications,
VAS, Loyalty & Retention and International Roaming. The teams all report to Omer Rashid,
the Marketing Director.
The Loyalty & Retention team is responsible for the designing of the special offers launched
from time to time in an attempt either to increase customer base or to increase ARPU.
The VAS division is responsible for the continuously adding valuable services to provide a
complete solution to existing customers, for example, for making conference calling & ring
tone/logo downloads possible. These two teams together are in charge of making the customers
experience with our network more satisfying.
PR & Communication is responsible for designing and developing all promotional materials
for the marketing of any new product/package and any other activities. They coordinate and
work directly with the advertising agency and other vendors. While other companies have an
entire department for promotions and branding, at Banglalink™ this division, consisting of only
a handful of people is responsible for this task.
Banglalink™ offers International Roaming facility for post-paid subscribers only.
Human Resources
Aside from recruiting and training employees, the HR department is also responsible for
disseminating internal communication to all users and in the process of developing
compensation packages for its employees, such as medical insurance under the group plan, life
insurance and running several activities such as the Vaccination Program for all.
Training activities are continuously taking place to develop and hone the skills & knowledge
of the personnel, such as the English Language & MS Project Courses for selected employees
and conducting a GSM Orientation session for all employees, especially the Sales, Marketing &
Customer Care Departments who have to deal with customers.
Customer Care
Rumana Reza, the only female director in the organization, is the head of the Customer Care
department. This too is segmented, consisting of the Customer Care Centers, Care Line, Credit
Management Unit and the Support Services Unit. They are responsible for handling customer
queries and providing solutions to any problems faced by the subscribers.
The Customer Care Centers are located in motijheel and gulshan while the other departments
are all located in the headquarters (Tigers Den) in Gulshan ,
IT & Billing
The IT & Billing department, as is evident from the name, is in charge of all the hardware,
software and program requirement of the other departments. They also generate the bills for the
company subscribers (post-paid).
Administration
Apart from the Administration division, the department also consists of the Legal division
and the Project Management Office.
Finance
The finance department is the largest department at the head office with an entire floor
devoted to their needs. They consist of the Procurement & Cash Management divisions among
many others.
Technical
The technical people are all located at Hosna Tower in Gulshan – 1, but many work off site,
taking care of BTS or BSCs. The various divisions of this particular department include Access
Network, Core Access, O&M, Roll-out & CTO.
MMAARRKKEETTIINNGG MMIIXX
Product offering & Pricing
Banglalink™ currently has five packages in the market. When the company started out,
government regulations had prevented it and other telecom companies from selling SIM cards
alone, but rather had to bundle them with a handsets. However, this policy has been withdrawn
ever since BTRC’s Teletalk itself started selling SIM cards alone to the public.
In fact, according to customer feedbacks, Banglalink™ packages are all attractive, since the
connections and monthly line rents are some of the lowest in the industry, and would have
attracted a lot more customers, if only the network could be improved.
All the pre-paid packages are classed under two different tarrif profiles. Ladies First and Be
Linked (Misti Komola). Each has its own attributes and subscribers can choose which profile
they want to belong to according to their convenience.
Pre-paid M2M
This package Banglalink™ consists of a M2M sim which can only make and receive calls
from mobile phones. There is no BTTB connectivity or NWD and ISD facilities. The package
is priced at Tk. 150 ( Boishakhi promotion price)
Pre-paid M2M+
This package Banglalink™ consists of a M2M sim which can make and receive calls from
mobile phones and also receive calls from BTTB. The package is priced at Tk. 350 ( Boishakhi
promotion price)
Pre-paid Standard
The Standard SIM allows a subscriber to make and receive local, BTTB, NWD and ISD calls. It
costs Tk.350 (Boishakhi Promotion price),
Post-paid M2M
The post-paid M2M SIM is similar to the pre-paid one; the difference lies in the fact that the
subscriber can his/her bill after usage rather than before. The difference between Banglalink™’s
post-paid lines and its competitors is that our SIMs do not cost anything. Subscribers just have to
pay a certain security deposit, which is also lower than its counterparts, and can avail the
facility. For an M2M connection the deposit amount is merely Tk. 500. The Banglalink™
connections also allow subscribers 125% credit limit where all other counterparts allow only
100%.
Post-paid M2M+
Similar to an M2M connection, customers have to pay only Tk. 500 security deposit to
become an M2M+ subscriber. Subsribers pay a monthly line rent of Tk. 150
Post-paid Standard (Upper Class)
The standard connection offers subscribers two options. They can either pay only Tk. 1,000
security deposit and get a connection with T&T incoming & outgoing, and NWD facilities. For
the other option, subscribers pay Tk. 2,500, which would allow them to make ISD calls in
addition to the other facilities. The monthly line rent is Tk. 150 only.
Upper Class 600 and Upper Class 1200 are two packages under the postpaid category . Here
customers have to pay a fixed monthly sum of Tk. 600 or Tk.1200 and enjoy free minutes and
are charged only after the mnutes have been used up.
Commercial User (PCO)
This is another package under the postpaid category where the customer pays a set Tk. 6500
for a set bundle of minutes and are then charged Tk. 2 per minute for any additional usage. This
phone is used widely in Phone & Fax shops all over Bangladesh.
High Value User (HVU)
This is a package that consists of sets of multiples of 4 connections and the customer is charged
a minimum of Tk 24,000 fixed per month @ Tk. 1.6 per minute and charged additionally if the
usage exceeds the prescribed sum.
Apart from the sale of connections, Banglalink™ dealers and the Direct Sales team sell
scratch cards for their pre-paid subscribers and also handsets, as long as it is sold with a
connection since the copmany does not earn any profit from the sale of handsets alone.
The scratch cards are of 4 denominations: Tk. 50,150, 300 & 600 with varying validities. The
range of handsets is also very limited. There are sets from Motorola, Alcatel, Siemens, LG,
Panasonic and most recently Nokia. There are plans to add several more handsets from these
and other manufacturers to extend the product line, depending on consumer choise and
affordability of our target market.
Place
While Banglalink™ started out quite small with network coverage in only 9 districts the
number has been increasing regularly and now there is coverage in 61 districts.
Distribution of handsets takes place via six authorized distributors: Lipro, Asimpex,
Butterfly, Deshlink, Deens & Propel. The distributors have more than a hundred dealers
working for them, with the number increasing regularly.
Sales also takes place from the DS Booth attached to the Customer Care Center. Currently
there are are only two booths, one with Chittagong CC and the other with the Dhaka CC. These
booths are run and managed by the employees of the company itself.
Packaging
The logistical companies do the packaging completely. The Ring provides the company with
the SIM cards sealed within CD covers and SAF forms. OrasInvest is also involved in the
packaging process.
Similar to GrameenPhone’s packaging, Banglalink™ also has a distinctive packaging.
Smaller and more petite in size, the Banglalink™ insignia occupy most of the space. Many
people can be seen carrying around Banglalink™ packages in their hands on their way to offices
and other places these days.
Promotion
With product offerings becoming almost similar amongst the network operators, most now
compete in terms of special offers. Telecom companies all have stepped up their marketing
activities and are pushing for aggressive promotions, far more aggressive than they had been in
the past and far more aggressive than companies of other industries.
While the chapter on competition analyzes the special offers of Banglalink™ against its
competitors, the following section discusses only the offers of the company and its relative
attractiveness.
Special Offers
Launch Offer
The initial offer with which the copmany launched its operation was the Tk. 3,400 hundred
package. The package contained one pre-paid M2M connection, six scratch cards worth Tk.
1,800 and a handset. The offer came as a bang in the mass market. While people had expected
something big from the time OTH announce the purchase of Sheba Telecom, this offer was big
and exceeded many expectations. People would start lining up from early morning and stayed as
long as necessary to get the connection. Often the line would extend all the way from the 4th
floor, where the DS booth is located, on the 2nd floor. Daily average sales had been around 350-
400 connections per day at the booth.
The offer had been in line with the company’s mission to reduce the total cost of owning a
mobile, which it had identified as the biggest barrier today impeding the development of an
emerging market. Thus, the attractiveness came from the price of the handset, which came to
somewhere around Tk. 1,500 and had nothing to the actual product itself, i.e. the SIM card.
Since network problems still existed, many customers, more often than not, threw away the SIM
or gave it away and just used the handset.
Current Offer
The Boishakhi Promotion is currently in place where the prepaid connections ( M2m, M2M+
and Standard) are being sole at extremely low rates ( Tk. 150, Tk. 350 and Tk. 550 respectively)
Value Added Services
As mentioned earlier, the industry is on the road to a price war. Most of the operators are
competing to bring down their prices below that of others and thus induce customers to switch
operators. However, the low cost of switching is also causing more customers to switch
operators frequently based on the special offers available at that time and reducing brand equity.
Nevertheless, once people get tired of special offers, operators have to turn back to their
basic product and compete at that level. Moreover, since networks can be improved with just a
little bit of time and a lot of investment, most operators would sooner or later be competing in
terms of the value added services they have to offer.
Like all the other subsidiaries of OTH, Banglalink™ also places a high importance in adding
newer and more unique value added services to its operation. The various VAS available to
customers are described in Table 1
Table1. Value Added Services (VAS).
VAS Description Charge
Call
Forwarding/Diverting
This allows subscribers to divert their calls to
another number of their choice, when they
cannot either answer the phone themselves or
their SIM is taken out of the mobile and another
Free
one put in, in its place
Call Waiting/Holding This service allows subscribers to accept calls
from a caller while talking to another. Free
Call Barring
Callers can choose to have certain numbers
barred which would prevent the caller from
coming through the line. The service is provided
upon request by a subscriber.
Tk. 3001
CLIP
This feature allows subscriber to see the
identification of the caller on the display before
answering. This is a standard feature provided
by all operators.
Free
Itemized Bill
Banglalink™ can provide its post-paid
subscribers with an itemized bill, either monthly
or on demand.
Tk. 1002
(monthly) &
Tk. 115 (on
demand)
Voice Mail Service
This acts as an answering machine when a
subscriber is:
• Unreachable
• Engaged in another call
• Not in the mood to answer
Normal
Airtime
Charge
Short Messaging
Service
It allows subscribers to send text messages to
other subscribers of Banglalink™,
GrameenPhone & AKTEL.
Tk.
2/message
SMS Push-Pull Subscribers can receive the latest jokes, quotes,
cricket & weather updates, horoscopes,
Tk.
2/message
All charges are exclusive of 15% VAT
emergency numbers, send for taxi cabs through
their Push-Pull services.
Premium SMS Subscribers can download ringtones and logos
by sending an SMS to 444
Tk.
9/download
T-Adda/Conference
Calling
Through this service, subscribers can talk to
more than one caller (connect up to 10 callers,
depending on handset) at the same time. It is
similar to having a group conference, just this is
on the phone instead of face-to-face.
Normal
Airtime
Charge for
each person
connected
SMS Adda
This is similar to chatting online, where a
subscriber can enter a chat or adda room and
send messages to all the people in the room or to
one person in the room.
Tk.
2/message
SMSemail
With an unique ID, such as
[email protected], the
subscriber can send & receive e-mails from
anywhere and any address in the world.
Tk.
2/message
International SMS A subscriber can send SMS to 171 countries &
640 operators around the world
Tk.
2/message3
In terms of innovation, the company has introduced Call Conferencing, SMS Adda &
SMSemail as a part of the service they offer. Quite recently, the CEO of the company, Lars P.
Richelt also unveiled several emergency recharging systems (“an ER for mobiles”) around the
city that would allow consumers to recharge their handset, regardless of the operators they use,
free of cost in public places such as hospitals, universities,etc.