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Grameen Phone Report Essay

Phone is the leading Cellular Net Provider in Bangladesh. GrameenPhone started their business approximately 8 years. GrameenPhone is operating in the market for long time. During this time GrameenPhone went for different types of mergers as well as acquisitions. They gained success from the very beginning of their operation and were capable enough to hold the success year after year. GrameenPhone main competitors are AKTEL, BANGLA LINK, CITYCELL and TELETALK. One of the strongest sides of GrameenPhone is its customer’s service and management ship. Objectives of the study

Grameenphone believes in service, a service that leads to good business and good development. Telephony helps people work together, raising their productivity. This gain in productivity is development, which in turn enables them to afford a telephone service, generating a good business. Thus development and business go together. The objectives of this study: • To analyse long term customer management ship results. • To have an overview of market position and market share. • To have an overview of the Technology used. • To determine how Grameenphone is promoting their new services to their subscribers through tele-marketing. To determine how they are motivating their customers to take their different services in tele-communication. • To determine Grameenphone cost advantages for telemarketing using through own infrastructure. • To determine the way of positioning their products among the existing subscribers. • To determine their customer retention policy. • Effects of tele-marketing in revenue generation. • Analyzing their strategy of subscriber’s attitude changing towards company. Significance of the study Grameenphone is dealing with customers on a daily basis; greater customer satisfaction will lead to greater customer loyalty.

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By promoting and retaining through tele-marketing they can achieve many advantages. Like – 1. Positioning: customer retention and raising satisfaction will help Grameenphone to identify its current position and hence find out ways to reduce the gap between loyal and disloyal customers. It will also help Grameenphone to identify future prospects for the company. 2. It helps to understand how customers feel about the company: it identifies behaviors and attitudes of the customers i. e. how customers feel about the company. This will help Grameenphone to be more responsive and to change their behavior towards the company. . Greater customer care adds value: the greater advantages will be – Reduced cost of sales due to better customer retention, profitability gains from expanded management ships and new revenue from customer referrals and the rate of using new services. Methodology of the study This study is based on the primary and secondary data. The primary data collection process was the informal interviews of different employees in Customer Management Division of Grameenphone and from the learning’s of my practical work experiences as Tele-marketing employee.

There are 187 employees (fulltime & part-time) working there and I have chosen randomly from them to interview. The secondary data is collected from the Grameenphone brochures, websites, annual reports and some text books Limitations of the study I had to work within some limitations like – u  Grameenphone a good number of employees in their Customer Managements division; I could not interview most of them due to office hour work pressure. u  The Tele-marketing is new concept in Grameenphone, so gathering information was very critical. u  Due to time constraints could not go through a depth research.   There is no numerical data available for tele-marketing to present calculative figures and to apply the tests. CHAPTER – 2: Telecommunication Industry in Bangladesh: An Overview of Grameen  Phone Since the introduction of mobile phones in August 1993, the telecom industry in Bangladesh has undergone dramatic changes for the last 8 years. The potential growth of the telecom industry in Bangladesh is very prospective due to the country’s large population and relatively a small number of phones. Only 4 out of 1000 people in Bangladesh have either a fixed or a mobile phone.

At present there are four mobile operators in Bangladesh i. e. Pacific Bangladesh, the analog cellular operator, GrameenPhone (launched its GSM services in the second quarter of 1997), TMIB (launched its services in the summer of 1997), and Sheba Telecom (launched its services in the middle of 1998). [pic] Fig 2. 1:  Market share of mobile operators The telecom market in Bangladesh is comprised of half a million-phone connections of which 82% i. e. 410,000 phone connections is provided by the fixed line network, Bangladesh Telegraph and Telephone Board (BTTB).

The remaining 18% i. e. about 2,85,000 connections are divided among the four mobile operators. The market share of the mobile operator is as follows: GrameenPhone Ltd. is the market leader in the cellular industry in Bangladesh. The coverage area of mobile operators is also increasing rapidly. At present, GrameenPhone has the coverage in six divisional head quarters including 35 districts. The company has a long distribution channel, which comprises of 170 Sales Outlet and 60 Individual Agents all over the country other than its own.

Competition in the cellular industry has increased among the operators and now a day’s customer has more alternatives. As a results of this, start up prices has gone down and, eventually market penetration in all possible segments has become possible. Huge demand, a combination of competitive markets, private ownership and foreign investment has created an environment for rapid growth in the cellular industry in Bangladesh. Although the demand of the mobile phone is very high, some of the constraining factors have hampered the industry’s growth. The main obstacle to the growth of this industry is insufficient interconnection with BTTB.

Many potential clients are being discouraged to subscribe mobile phone due to this reason. However it seems that with the growth of mobile phone in the country, the demand for fixed lines will be decreased in the near future. The growth in the cellular industry is contributing very positively in the local economy. Lot of job opportunities has been created for the country where thousands of people are jobless. Moreover, cellular network all over the country has built a basic communication infrastructure for the country, which will definitely attract the FDI in the country.

Finally it can be said that mobile pone now a days has become a necessity rather than a luxury. The potential growth of telecom sector in Bangladesh is bright, due to the country’s large population and relatively a small number of phones. Only 4 out of 1000 people in Bangladesh have either a fixed or a mobile phone. In comparable India, there are 12 per 1000 people. The simplest way to understand the potential of telecom in Bangladesh is comparing the country’s situation with that of India. Economically, India is indeed comparable to Bangladesh. While the nominal per capita income in

Bangladesh is about 15% lower than that in India, Bangladesh has a slightly higher per capita income than India when purchasing power is taken into account. The two countries have virtually identical income distributions and the share of their respective economies in the non-agricultural sectors. The following table (with data from 1994-1996) illustrates a general comparison of Bangladesh with its neighbors. The telecom market in Bangladesh is comprised of half a million-phone connections of which 82% i. e. 410,000 phone connections is provided by the fixed line network, Bangladesh Telegraph and Telephone Board.

The remaining 18% i. e. about 85,000 connections are divided among mobile operators: Pacific Bangladesh, the analog cellular operator, GrameenPhone (launched its GSM services in the second quarter of 1997), TMIB (launched its services in the summer of 1997), and Sheba Telecom (launched its services in the middle of 1998). Thailand is also shown here as model developing country that Bangladesh could follow. [pic] Table 2. 1    Comparative position of some Asian developing countries. GrameenPhone Limited, the number one and leading mobile company in the area of telecommunication in Bangladesh.

Of the four mobile operators, GP managed to grab 61% of the market share only by providing cost-effective & the best service available in the market of Mobile Telecommunication. GP has made its expansion not only in the urban areas, but also it has stretched its network in the rural areas for the economic empowerment of the rural people. GrameenPhone has made a special arrangement with Grameen Telecom, an affiliate of Grameen Bank, in providing cellular services in the rural country with an aim to cover the whole of it by 2001. GP believes Excellency in its service towards the subscribers. It is growing and at the same time being competitive.

To keep up this upward trend and leading position absolute dedication to understanding and fulfilling their customers’ need with the appropriate mix of standard service, reliability, improved technology, and skilled as well as dedicated manpower is necessary. Organization History The concept of mobile telephony became largely familiar and phenomenal in Bangladesh in the early 90s. The government of Bangladesh awarded Grameenphone a nationwide digital cellular license on November 1996. Grameenphone has been established by a consortium involving Grameen Telecom of Bangladesh, an affiliate of the world famous Grameen Bank.

Telenor AS, the main Norwegian Telecommunication Company Marubeni Corporation, one the largest trading and investment companies in Japan; and Gonofone Development Corporation, a telecommunication development company in the United States. Besides these shareholder or ownership, GP’s other investors are – NORAD, CDC IFC, ADB. Grameenphone launched services in Bangladesh on 26 March 1997 with 72 employees. It has taken lease of Railway fiber optics on September ’97 for 20 years. In February 2000 Grameenphone received GSM Community Award from GSM World Congress, France and in June 2000, Grameenphone started service in all 6 divisional towns

Grameenphone started to provide services to all people in the country, irrespective of their location. Grameenphone was offered a cellular license in Bangladesh by the Ministry of Posts and Telecommunications on November 28, 1996. The Company launched its service on March 26, 1997, the Independence Day of Bangladesh. In 1996, Bangladesh Government was arranging an auction off private cell phone licenses; then on behalf of Dr. Muhammad Yunus (Grameen Bank’s founder)  a not-for-profit private company called Grameen Telecom was created.

In turn Grameen Telecom created a for-profit company called Grameenphone, found a foreign partner, and put in a bid; Grameenphone received one of the four licenses. Grameenphone makes its profits by serving wealthier urban customers. But from the point of view of the Grameen family and its strong anti-poverty mission, the for-profit, urban-only Grameenphone exists for only one reason: To fund, with its profits, the extension of cell phones into rural Bangladesh in order to provide entrepreneurial opportunity to Grameen Bank members through Village Phone. As Dr.

Yunus puts it, “Grameenphone is merely what we need to do Grameen Telecom’s Village Phone. ” Culture Grameenphone has a conducive and safe working environment. Besides focusing on customers and communities, they are committed to treating their employees with Integrity, dignity and respect. The Company’s intent is to establish good working management ship through a mutual understanding of expectations. They believe in working in a team and demonstrate team spirit to maximize and excel in standard quality service to their valued subscribers in the area of telecommunication.

Employees’ work in an environment where they feel valued, responsible and supported by the authority as well as by their colleagues. Company Strategy GrameenPhone’s basic strategy is coverage of both urban and rural areas. The Company has devised its strategies so that it earns healthy returns for its shareholders and at the same time, contributes to genuine development of the country. In short, it pursues a dual strategy of good business and good development. Serving the mass market is one of GP’s primary goals. By serving the general public as opposed to niche markets, the Company plans to achieve economies of scale and healthy profits.

At the same time, service to the general public means connectivity to a wider population and general economic development of the country. In contrast to the “island” strategy followed by some companies, which involves connecting isolated islands of urban coverage through transmission links, Grameenphone builds continuous coverage, cell after cell. While the intensity of coverage may vary from area to area depending on market conditions, the basic strategy of cell-to-cell coverage is applied throughout Grameenphone’s network.

In addition, GP has positioned itself to capitalize on the declining prices of handsets, making its goal to serve the general public realistic. Business Performance Between 1991 and 1996, mobile telephone services in Bangladesh were provided by a single company, Pacific Bangladesh Telecom Ltd. (PBTL) that targeted the country’s relatively small urban elite. The market expanded significantly when new licenses forrelatively small urban elite. The market expanded significantly when new licenses for GSM networks were awarded in 1996. However, Grameenphone’s competitors have not been able to expand beyond subscriber bases in the tens of thousands.

Grameenphone, meanwhile, has experienced rapid growth GP Vision “To be leading provider of telecommunication services all over Bangladesh with satisfied customers and shareholders, and enthusiastic employees. ” GP Mission Statement GrameenPhone Ltd. aims at providing reliable, widespread, convenient mobile and cost effective telephone services to the people in Bangladesh irrespective of where they live. Such services will also help Bangladesh keep pace with other countries including those in South Africa region and reducing her existing disparity in telecom services between urban and rural areas. Purpose of Grameenphone

GrameenPhone has a dual purpose: 1. I. To receive an economic return on its investments. 2. II. To contribute to the economic development of Bangladesh where telecommunications can play a critical role. The People The people who are making it happen- the employees- are young, dedicated and energetic. All of them are well educated at home or abroad, with both sexes (genders) and minority groups in Bangladesh being well represented. They know in their hearts that Grameenphone is more than just about phones. This sense of purpose gives them the dedication and the drive, producing the biggest coverage and subscriber-base in the country.

Grameenphone knows that the talents and energy of its employees are critical to its operation and treats them accordingly. The result By bringing electronic connectivity to rural Bangladesh, Grameenphone is delivering the digital revolution to the doorsteps of the poor and unconnected. By being able to connect to urban areas or even to foreign countries, a whole new world of opportunity is opening up for the villagers in Bangladesh. Grameen Bank borrowers who provide the services are uplifting themselves economically through a new means of income generation while at the same time providing valuable phone service to their fellow villagers.

The telephone is a weapon against poverty. Grameenphone’s Values 1. Caring for customers 2. Integrity 3. Sense of Urgency 4. Creativity 5. Speedy 6. Honesty 7. Empowerment 8. Courage Values can be showed as follows combine. Company’s values guide the actions and behaviors of employees to fulfill its vision. Peoples of different CMOss-cultural sections join a company and work together. So each & every employee of that Company should adhere to these vales as the ideology of the Company. Values are very important for the Company to reach its vision.

Employees’ willingness & commitment to the company is important in demonstrating values in their personal and professional lives. Fig 2. 2  GrameenPhone has a standard set of values that all employees should practice. [pic] Honesty • Each & every employee should be honest in his/her part of job as well as the whole perspectives. • Honesty is the yardstick, which restrain employees from discarding their job rather accomplishing the job with care. • This is a virtue that helps each and every employee to be loyal with his/her deeds. • Honest employees take the goodwill of the company into account seriously. Reliability

Reliability means that customers, colleagues, suppliers, competitors and society must be able to rely on them. • Their dealings with customers should be positive and professional so that they have trust on them. • They measure by efficiency, a high degree of service, customer satisfaction, the quality of their public management. • Their approach and iterations facilitate effective communication with customers and employees, therefore, people outside as well as within the Company have confidence on each other. Commitment • Commitment stands for individual’s willingness to contribute to the effectiveness of the Company’s Growth & Service. All employees must work hard to challenging goals. Responsibility should be taken for the development and implementation of their own work plans. • The desire to meet up commitment comes from the employee’s soul. • Each employee should have interest to attain personal and professional development in his/her job and use his/her creativity, learn new things, have the opportunity to take on greater responsibility and contribute to the Company success. Grameenphone’s Challenge The famous slogan of Grameenphone is – “Connectivity is Productivity”. Shareholders of Grameenphone

Shareholders of Grameenphone (GP) bring together experiences from different parts of the world. This is particularly enriched by the unique in-depth experience of Grameen Bank, an institution dedicated to poverty alleviation through collateral-free small loans in the rural areas of Bangladesh. The foreign shareholders from Norway, Japan, and the United States -countries that have been working as close partners of Bangladesh in its struggle for economic progress since independence – bring a rich heritage of human progress in technology, business cooperation, free market competition, and socio-economic institution building.

Telenor Which owns 62% of GP, is the state-owned telecommunication company in Norway operating since 1885. It is amongst the oldest, most sophisticated, and diversified telecom companies in the world. The company has a long history of successful cooperation with other operators and governments in and out of Norway. Telenor’s home base, Norway, has the highest density of mobile phones in the world and one of the most competitive markets in the field. Telenor has been playing a pioneering role in the development of GSM, one the latest and most successful versions of cellular technologies. Grameen Telecom

The second largest shareholder owning 38% of GP, has been established by Grameen Bank, which believes that a lack of communication facilities in the rural areas is one of the major obstacles to rapid economic development in the rural areas of Bangladesh. Grameen Telecom’s deep understanding of the people and culture of Bangladesh helps GP to build up convenient and cost-effective communication facilities in the rural areas, which in turn, create more jobs and open up business opportunities there. These two companies own shares of GrameenPhone in the following manner: [pic] Table 2. 2:  Shares of Grameenphone. | | | | Fig 2. 3:  The graph showing the percentage of Share [pic] Coverage of Grameenphone (Fig 2. 4) [pic] Product Line of Grameenphone GrameenPhone, the number 1 mobile Phone operator in Bangladesh; connected to GSM 900, one of the most advanced mobile communication systems in the world. GrameenPhone hope to serve its customers with utmost dedication and are committed to provide subscriber with a highly reliable mobile customer service and most innovative products and value added services for subs convenience. pic] Fig 2. 5:  Products of Grameenphone POST PAID SERVICE 1. GP Regular: GP Regular connects to all GrameenPhone mobiles and to other mobiles, subject to interconnection agreement with other mobile operators, within GrameenPhone’s coverage area. GP Regular is product with BTTB [Local, NWD, and ISD] connectivity. Subscribers can connect to all mobiles and BTTB lines. It has no network mobility charge and no inter zonal charge, with which one can move around throughout the country with subs GP mobile phone [within GP coverage]. This product has a credit limit of Tk. 1000 on airtime usage without any security deposit.

There are no incoming charges from mobile to mobile. There are incoming charges from BTTB [1st minute free, tk. 2 from 2nd minute] and while subs in roaming situation. [pic] 1. GP National: GP National is another addition of post-paid products with mobile to mobile connectivity of GrameenPhone. This mobile can make and receive calls to and from all mobiles [with in GP coverage]. It has no network mobility charge and no inter zonal charge, with which one can move around throughout the county with GP mobile phone. This product has a credit limit of Tk. 1000 on airtime usage without any security deposit.

There are no incoming charges from mobile. [pic] Optional Features: [pic] GP regular and GP National Subscribers can choose any 3 GP numbers as his “Friends and Family” numbers. No matter where subs are [within GP coverage], one can call these 3 numbers at a reduced rate. Tk. 1. 5/min. day & night 24 hours, without any additional monthly fee. Supplementary Features: [pic] Caller ID: Display of the phone number of an incoming call in your handset before the call is answered. Call Waiting: While talking to the first caller, subscriber will hear a special tone informing you about the second call on the line.

At that moment subscriber can put the first caller on hold and talk to the second caller. Call Conference: Receiving calls from multiple callers can be supplemented by joining these multiple callers so as to enable them to talk to each other. Subscriber will be able to communicate with a group consisting of maximum ten callers. Call Divert: Call Divert lets subscriber redirect or re-route his/ her call to another GrameenPhone mobile or any other fixed (if you have BTTB connectivity) or mobile phone. Call Barring: Enables subscriber to restrict certain types of calls to be made from another mobile.

This feature is especially important for security purposes. Value Added Services Short Message Service (SMS) • SMS in mobile acts like an advanced pager. • Subscriber can send and receive text messages of up to 160 characters, directly from one GP mobile to another GP mobile. • Fax and Data Service (currently available only to corporate clients): • Subscriber can use your mobile phone attached to a computer to send faxes or transfer data. • No need to have connection with a fixed line. • Subscriber can use this service even when you are on the move within GP’s coverage area.

Wireless Application Protocol [WAP] This is a tool to access information from internet though GP mobile phones. Subscriber can also access his/ her yahoo e-mail account through GP WAP service. Subs should have  a WAP enabled handset to avail the service. To give better service to all package products, the upcoming service of Grameenphone is EDGE (Enhanced Data Rates for Global Evolution) which is upto 8 times higher than GPRS (General Packet Radio Service). This is an advanced mobile technology which enables high speed mobile internet and data services.

SMS Push-Pull Services With Push-Pull service, subs can enjoy more than 160 contents EX: Usage Info, Payment Status of last bill, Sports news, Emergency numbers, Restaurants, Airline and railway timing, travel info etc. Example: to know the contact numbers to taxi cab companies: • Go to the message option of handset. • Write “taxi” • Send the sms to 2000 • Subs will receive the list of taxi cab numbers in return. Voice Mail Service (VMS) • VMS is a unique answering machine. • It provides you with a personal electronic mail box in our voice mail center. It records your personalized greetings as well as stores your incoming voice messages. • It records incoming voice messages if subscriber are: • = Outside GP’s coverage area or • = Busy or • = Simply switched off your mobile. • It provides 24-hour automatic secretarial service • Makes subscriber available to subscriber’s calling party anytime Fax and Data: This service enables a GP subs to send/receive fax and data though their handsets by connecting to PC/Laptop. News Service [222] This is a news broadcasting service jointly provided by GP and Prothom Alo; Daily Star.

A subscriber can call 22 from his/her GP mobile hone and listen to the latest news highlights in English or bengli of their coice. Channel–I Program Schedule [2525] 2525 is a Channel–I program schedule service. A subscriber can call this number from his/her GP mobile phone and listen to Channel I program highlights. Event Based Sports Update [2002] This and event based sports update service. In respect to special sports events for ex: international and national cricket events, GP updates the latest news, which can be accessed by dialing 2002. Iftar And Sehri Timing [1515]

During the month o f Ramada, a subscriber can listen to the timing of iftar and sehri in Dhaka ad adjacent areas. PRE-PAID SERVICE Introduction of GrameenPhone’s Pre-Paid Service is another development of mobile telephony in Bangladesh. Pre-paid service has National Roaming facility and a flat airtime charge of Tk. 6 per minute. There is no incoming charge and also for inter zonal. This service helps the subscriber to control costs. It frees the subscriber from the hassles of paying bills, security deposits and line rents. But it contains nearly all services available in other GP products. . Easy Gold Easy Gold is a pre-paid product with BTTB [Local, NWD, and ISD] connectivity. One can connect to all mobiles and BTTB lines. It has no network mobility charge, with which subscriber can move around throughout the country with your GP mobile phone [within GP coverage]. 2. Easy Pre-paid Easy pre-paid product with mobile to mobile connectivity. One can make and receive calls to and from all mobiles [within GP coverage]. It has no network mobility charge, with which subscriber can move around throughout the country with your GP mobile phone [within GP coverage]. [pic]

Supplementary Features: [pic] Caller ID: Display of the phone number of an incoming call in your handset before the call is answered Call Waiting: While talking to the first caller, you will hear a special tone informing subscriber about the second call on the line. At that moment subscriber can put the first caller on hold and talk to the second caller. Call Conference: Receiving calls from multiple callers can be supplemented by joining these multiple callers so as to enable them to talk to each other. Subscriber will be able to communicate with a group consisting of maximum ten callers.

Call Divert: Call Divert lets subscriber redirect or re-route subscribers’ call to another GrameenPhone mobile or any other fixed (if you have BTTB connectivity) or mobile phone. Call Barring: Enables subscriber to restrict certain types of calls to be made from subscriber’s mobile. This feature is especially important for security purposes. Value Added Services Short Message Service (SMS) • SMS in mobile acts like an advanced pager. • Subscriber can send and receive text messages of up to 160 characters, directly from one GP mobile to another GP mobile. Fax and Data Service (currently available only to corporate clients): • Subscriber can use your mobile phone attached to a computer to send faxes or transfer data. • No need to have connection with a fixed line. • Subscriber can use this service even when you are on the move within GP’s coverage area. Wireless Application Protocol [WAP] This is a tool to access information from internet though GP mobile phones. Subscriber can also access subs yahoo e-mail account through GP WAP service. Subs should have a WAP enabled handset to avail the service. SMS Push-Pull Services

With Push-Pull service, subs can enjoy more than 160 contents EX: Usage Info, Payment Status of last bill, Sports news, Emergency numbers, Restaurants, Airline and railway timing, travel info etc. Example: to know the contact numbers to taxi cab companies: u  Go to the message option of handset. u  Write “taxi” u  Send the sms to 2000 u  Subs will receive the list of taxi cab numbers in return. Voice Mail Service (VMS) • VMS is a unique answering machine. • It provides you with a personal electronic mail box in our voice mail center. • It records your personalized greetings as well as stores your incoming voice messages. It records incoming voice messages if subscriber are: o Outside GP’s coverage area or o Busy or o Simply switched off your mobile. • It provides 24-hour automatic secretarial service • Makes subscriber available to subscriber’s calling party anytime Fax and Data: This service enables a GP subs to send/receive fax and data though their handsets by connecting to PC/Laptop. News Service [222] This is a news broadcasting service jointly provided by GP and Prothom Alo; Daily Star. A subscriber can call 22 from his/her GP mobile hone and listen to the latest news highlights in English or bengli of their coice.

Channel–I Program Schedule [2525] 2525 is a Channel–I program schedule service. A subscriber can call this number from his/her GP mobile phone and listen to Channel I program highlights. Event Based Sports Update [2002] This and event based sports update service. In respect to special sports events for ex: international and national cricket events, GP updates the latest news, which can be accessed by dialing 2002. Iftar And Sehri Timing [1515] During the month o f Ramada, a subscriber can listen to the timing of iftar and sehri in Dhaka ad adjacent areas. Djuice Djuice is a mobile subscription for young people who use the mobile phone orcommunication and entertainment. So —- • Djuice provides the most relevant voice, messaging and content services, and constitute a strong and differentiated mobile lifestyle offering. • Djuice aims to support customer lifestyle interests and enhance their mobile experience. • Djuice is registered trademark owned by Telenor, and is currently operating in Norway, Sweden, Ukraine and Hungary. ’ • Telenor is a leading provider of mobile voice and value added services in the Scandinavian region, Central Eastern Europe and South East Asia and embraces operation in 12 countries.

Youth segment is largely untapped and untargeted by the current mobile operators of Bangladesh,  which itself is a significant potential market (40% Approx. ). • If the potential target group is targeted now, then the transition from youth to higher age group (Established Consumer or Business Segments) can be attained, which will assist in total life cycle management of a significant subscriber base (loyalty). • Majority of the Youth segment tends to be more tech savvy, early users of new technology, high user of data services (SMS) and uses mobile phone as the primary mode of communication.

Business Objective djuice e GrameenPhone is now launching djuice, with its own identity and value propositions (‘reasons to buy’) tailored to the youth segment’s mobile behavior, preferences and lifestyle e djuice  will be  an instrument for GrameenPhone to strengthen the position in the youth market through a strong and differentiated mobile and lifestyle offering with targeted communication. e djuice will be  the tool to; ?  get new customers ?  Increase usage and adoption of new non voice  services (increase non-voice ARPU) ?  increase loyalty ?  strengthen GP brand juice Start-up kit e Tk. 50/- free airtime with every subscription with a validity of 15 days e First 50 SMS absolutely free (GP to GP) e djuice SIM e Xtra Card e User guide e PIN/PUK Letter djuice highlights • djuice SIM (simply bigger and better) • freedom to store up-to 200 friends’ numbers through the e-phonebook feature • messages(max 40) • Group Message • (max

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