East West University

“The strategic difference between Bangladeshi and Indian

telecommunication industries.”

MGT-480
Prepared For:
Dr. Farhana Ferdousi
Chairperson, Associate Professor
Department of Business Administration
East West University

Prepared by:

Name ID Contribution Topic

Mir Kaif Yasar 2016-1-10-106 100% Banglalink,
Airtel India
MD. Nafis Rahman 2016-1-10-299 100% Robi, IDEA
MD. Mehedee Hasan 2016-1-10-112 100% GP, JIO

Bachelor of Business Administration

East West University
19 September 2020
 Letter of Transmittal

September 19, 2020

Dr. Farhana Ferdousi
Chairperson, Associate Professor
Department of Business Administration
East West University.

Subject: Submission of term paper on “The strategic difference between Bangladeshi and Indian
telecommunication industries.”

Dear Mam,

With due respect, we are submitting our term paper titled “The strategic difference between
Bangladeshi and Indian telecommunication industries” as a part of MGT480 course to partially
fulfill the requirements of the course, In my report, We have used only secondary data and have
tried to prepare the report according to your instructions.

Recalling the lessons, we have learned in your course”MGT480” we will like to thank you for
your support and encouragement. We have tried our best to implement the knowledge we
gathered from you in this course. We are grateful for your guidance and encouragement, without
your guidance, it would not be possible. We are really glad that we got the opportunity to have
such wonderful and educative experience.

There might be many omissions and errors but we have tried our best. It will be a great privilege
for us if you kindly spend some of your valuable time having seen the full paper and give your
valuable opinion.

Sincerely yours,
Md. Mehedee Hasan
ID-2016-1-10-112
Mir Kaif Yasar
ID-2016-1-10-106
Md. Nafis Rahman
ID-2016-1-10-299

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 Acknowledgement

At the very beginning, we would like to convey my sincere appreciation to almighty Allah for
giving us the strength and the ability to finish this task within the planned time.
We are thankful for the help and assistance of various sources, which helped me while working
on this term paper.We would like to thank my advisor Dr. Farhana Ferdousi mam for your kind
guidance, advice, help, effort and encouragement while preparing this term paper on „Strategic
difference between Bangladeshi and Indian telecommunication industries ‟. Without your
instruction, this term paper could not be possible to prepare.
At the event of the term paper submission,
We are sincerely thankful to you mam.

19-09-2020
East West University, Dhaka.

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 Table of Content

Contents
Executive summary ................................................................................................................................. 1

Grameenphone ....................................................................................................................................... 2

Company Overview: ............................................................................................................................ 2

Product and services:........................................................................................................................... 2

Other services: .................................................................................................................................... 2

Target Customer: ................................................................................................................................. 3

Strategic focus: .................................................................................................................................... 3

Business level strategy:........................................................................................................................ 3

Corporate level strategy: ..................................................................................................................... 3

Cooperative strategy: .......................................................................................................................... 4

Banglalink................................................................................................................................................ 4

Short Company overview:.................................................................................................................... 4

Product and services:........................................................................................................................... 4

Target customers: ................................................................................................................................ 4

Strategic Focus: ................................................................................................................................... 4

Business level strategy:........................................................................................................................ 5

Corporate levelstrategy: ...................................................................................................................... 5

Cooperative strategies: ........................................................................................................................ 5

Robi......................................................................................................................................................... 6

Company overview .............................................................................................................................. 6

Product and services............................................................................................................................ 6

Target customer: ................................................................................................................................. 6

Strategic focus: .................................................................................................................................... 7

Business level strategy:........................................................................................................................ 7

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 Corporate level strategy: ..................................................................................................................... 8

Cooperative strategy ........................................................................................................................... 8

Airtel India............................................................................................................................................... 8

Short Company Overview: ................................................................................................................... 8

Products and Services: ......................................................................................................................... 8

Targete Customers: ............................................................................................................................. 9

Strategic focus: .................................................................................................................................... 9

Business level strategy:........................................................................................................................ 9

Corporate Level strategy:..................................................................................................................... 9

Cooperative strategy: .......................................................................................................................... 9

IDEA ...................................................................................................................................................... 10

Company Overview: .......................................................................................................................... 10

Product and Services: ........................................................................................................................ 10

Strategic Focus: ................................................................................................................................. 11

Business level strategy:...................................................................................................................... 12

Corporate Level Strategy: .................................................................................................................. 12

Cooperative Strategy: ........................................................................................................................ 12

JIO ......................................................................................................................................................... 12

Company Overview: .......................................................................................................................... 12

Product and services:......................................................................................................................... 13

Jio Fiber: ............................................................................................................................................ 13

Devices: ............................................................................................................................................. 13

JionetWiFi: ........................................................................................................................................ 13

JioFi: .................................................................................................................................................. 13

Other Services ................................................................................................................................... 13

Target customer: ............................................................................................................................... 14

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 Strategic focus: .................................................................................................................................. 14

Business level strategy:...................................................................................................................... 15

Corporate level strategy: ................................................................................................................... 15

Transfer skills:.................................................................................................................................... 15

Sharing activities: .............................................................................................................................. 15

Unrelated product diversification ...................................................................................................... 15

Cooperative strategy: ........................................................................................................................ 15

Joint venture: .................................................................................................................................... 15

Equity strategic alliances: .................................................................................................................. 16

Major strategic difference between Bangladeshi and Indian telecommunications companies ................ 16

Conclusion............................................................................................................................................. 17

References ............................................................................................................................................ 18

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 Executive summary

This term paper has the overall Information about the six telecommunications companies of
Bangladesh and India. The company names are the Bangladeshi companies; grameenphone, ,robi
and the Indian companies are ; Airtel, idea , jio. This term paper includes the short company
overview of each company, the product and services they offer, the strategic focus of their
companies, the business level strategy, the corporate level strategy, the cooperative strategy.
Which company follows what kind of strategy all the information are tried to be coved with the
secondary information. The comparison what things differs from one country to another country
there is a description provided by us.

There are 5 different business level strategies are provided in the book. Among them which
companies follow which strategy is stated in the term paper. In the corporate level strategy
companies tries to increase their business . How they have increased or the way and as well as
the names are provided in the term paper. In cooperative strategy the firms are strategically
alliance with other business by sharing their skills are also given. At the end of the term paper
the strategic differences among the two countries are given.

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 Grameenphone
Company Overview: Grameenphone widely abbreviated as GP, is the leading
telecommunications service provider in Bangladesh, with more than 74 million subscribers and
46.3% subscriber market share (as of January 2019). It is a joint venture between Telenor and
Grameen telecom corporation. Iqbal quadir founded Grameenphone to provide universal mobile
phone access throughout Bangladesh, including its rural areas. He was inspired by the Grameen
Bank micro-credit model and envisioned a business model where a cell phone can serve as a
source of income. After leaving his job as an investment banker in the United States. He then
returned to Bangladesh and worked for three years to gain support from organizations such as
Grameen Bank and the Norwegian telephone company, Telenor Grameenphone received
a licensees 28 November 1996.The company started operations on 26 March 1997, Independence
Day in Bangladesh.

Product and services: Grameenphone introduced pre-paid mobile phone service in Bangladesh
in September 1999 Via an EDGE/GPRS/3G/4G enabled networks. Grameenphone was the first
mobile operator in Bangladesh to offer internet via EDGE and 3G 4G services to its subscribers.
Grameenphone has developed several services, such as GP Music, a music streaming service
launched in 2015, and Bioscope, a video streaming service launched in 2016 to stream movies,
dramas and live TV. The company also owns an e-commerce app, Shopper, offering door-to-
door delivery service to all areas of Bangladesh, including rural areas. Feature phone users may
visit any one of the hosts of Grameenphone Express Centers to order their goods online and
receive home delivery. Sim card is their only visible product. They offer GP provides GP
national, GP regular, any time 300, Easy prepaid, Djuice. Easy gold, Smile, skito.

Other services:

1. GPay is a service to enable users to pay their utility bills through mobile.

2 .Ekanei.com is e-commerce service (also known as Cell Baazar) to enable users sell or buy
products through mobile or internet. It was free to use for all Grameenphone customers. but
was closed in 2017.

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 3. A Grameenphone center (GPC) serves as a "one stop solution" for customers, with all
telecommunications products and services, under a single roof. A Grameenphone center also
sells phones from vendors like Samsung, Apple, Xiaomi and more.

Target Customer:GP now evaluates the various segments and decide how many which wants to
target. Now the targeting market of GPs most probably young generation because now they
provide some attractive offers to attract the teenage people.GP try to make their positioning
strategy combining with the lower call rates and offering attractive benefits and promotions to
customer.

Strategic focus: GP‟s basic strategic focus is to cover of both urban and rural areas. In contrast
to the “island” strategy followed by some companies, which involves connecting isolated islands
of urban coverage through transmission links, GP 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 GP‟s network. GP employ‟s a large
number of employees who are young, dedicated and energetic. GP knows that the talents and
energy of its employees are critical to its operation and treats them accordingly.

Business level strategy:They follow cost leadership strategy in their business level. The
Company wants to penetrate the market by offering reasonable prices. But the real catch lies in
the fact that GP offers quality, innovation and added features (services) rather than going for a
price-based competition. To achieve superior quality in its products, it follows total quality
management (TQM) that helps it in the following ways: Improved quality means that costs
decrease because of less rework, fewer mistakes, fewer delays and better use of time and
materials. As a result, productivity improves. Better quality leads to higher market share.This
increases the company‟s profitability and allows it to stay in business.

Corporate level strategy: GP use their Market Power where they sell more than their
competitor with lower cost comparative to their competitor. So, they get market power. They
also blocking their competitor at the stage corporate level strategy.

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Cooperative strategy:At this stage, GP have done their equity strategic alliances where Telenor
a telecommunication company from Norway owns a 55.8% share of Grameenphone. Grameen
Telecom owns 34.2% and the remaining 10% is publicly held.

Banglalink
Short Company overview: Banglalink is a well-known telecommunication company in
Bangladesh. It started its journey on February 2005 with over 33.69 million subscribers over
decade. Mr. Upanga Dutta is chief commercial officer and Mr. Erik Aas is Chief executive
officer of the top management. Their mission was “bringing mobile telephony to the masses.
This is the cornerstone of Banglalink‟s strategy. Banglalink is now working to bring the digital
world to each and every customer, building a true digital Bangladesh and moving away from the
traditional mobile operator to a tech company.

Product and services: Sim cards are the only physical product provided by the company. They
mainly give the customer service as their competitors do. Like giving different kinds of offer in
data packs as well as for communicating with each other through mobile balance. They provide
24/7 customer service through hotline number. They have built their own app and in the app
there are different kinds of offers for their customers like sports and gaming, lifestyle, health and
education. In the VAS (value added service) there are message and utility, fun and entertainment,
news and info service, health and education these options are offered by them.

Target customers: They target all over the people in Bangladesh. But they mainly target the
young generation. They provide different kinds of offer with the lowest price range for the
students and the young generation. They also make their advertisement according to their target
customers.

Strategic Focus: Recently Banglalink has won the Ookla speed test as the fastest mobile
network in the country for Q1-Q2 2020.Their strategic focus is to reach all over the Bangladesh
with the better service.As we all know their network is not that much good than their competitors
but they are working on it. They are providing different offers in hotel accommodations,
restaurants and many other places for their superior customers. They have different segment for

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their customers as the offers for platinum customers are different then the gold customers, they
also provide different offer for the corporate users. This way they built and develop relationship
with their customers.

Business level strategy: Firms choose from among five business level strategy to establish and
defend their desired strategic position against competitors. Among the five strategiesBanglalink
follows integrated cost leadership/differentiation. They follow both of the strategiesto grab the
customers and as well as the position in the market. They try to offer the cheapest rate comparing
to their competitors. 1sec pulse and providing sim card free to their customers. They also try to
be different by offering different bundle offers and also different kinds of benefit to their
customers. For example, GP offers discount in royal tulip hotel Cox bazaar. They also provide
the offer to a different hotel differently like giving a gift by booking on their app. This way they
try to be different than their competitors.

Corporate levelstrategy: Banglalink is following corporate level strategy in such a way to grab
the market by offering different kinds of benefits than them competitors. Already in many public
and nonpublic organization they have made their position in a good manner. They also offer
them credit facilities at a fixed amount. Cooltech home company is a nonpublicorganization
working with Banglalink providing sim to every employee and Rab(rapid action battalion) is also
using Banglalink corporate sim.Their business also spread with customers in needed of vehicle
tracking system, field force locator, sms broadcast, sms attendance. They are trying to grab the
market and block their competitors but unable to do it cause gp is the market leader. They are
trying to extend their business this way.

Cooperative strategies: Banglalink has ties up with Google kormo for new career
opportunity.Banglalink has partnered with Google Area 120 to create a platform which can
match aspiring job seekers to their preferred jobs with just one click. Getting a job through
Kormo by downloading the Kormo app from the Play Store, creating y Kormo CV and applying
to jobs directly in the app. The supplier‟s enlistment is another strategy of theirs,the portal is
aimed at providing potential new suppliers to show their interest and obtain access to a range of
information, documents, applications and tools to be conduct business with Banglalink. This way
they are competing with their competitors.

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 Robi
Company overview: Robi Axiata Limited is a joint venture between Axiata Group Berhad of
Malaysia. Robi is the second largest mobile network operator in Bangladesh with 46.88Mn
subscribers as of end of December 2018. The company commenced operation in 1997 as
Telekom Malaysia International (Bangladesh) with the brand name „Aktel‟. In 2010, it was
rebranded as „Robi‟ and the company changed its name to Robi Axiata Limited. Following the
merger with Airtel Bangladesh, the merged company, Robi Axiata Limited (Robi) started its
commercial operation on 16 November 2016. As of now, this is the biggest ever merger of the
country and first ever merger in the mobile telecom sector of Bangladesh.

Product and services: Robi were the first operator to introduce GPRS and 3.5G services in the
country. It is the first company to launch 4.5G service in all the 64 districts of the country. In
fact, this landmark milestone was achieved on the first day of the commercial launch of the
service by Robi on 20 February 2018. By the end of 2018, Robi created the largest 4.5G network
of the country with nearly 7,400 sites covering 99 per cent of the thanas of the country. Robi also
proudly claims to have the widest international roaming coverage with 398 operators across 182
countries with widest 4G roaming footprint in 29 countries with 40 operators.

Robi leads in the new frontier of Digital Services. It has created the premiere ecommerce
platform for all digital gadgets, robishop.com.bd, provides the complete range of digital
advertising solution through ad-reach, facilitates convenient payment gateway for purchasing
digital content through direct operators‟ billing for the customers under MIFE, provides IoT-
based vehicle tracking solution, Robi Tracker, facilitating easy access to digital gadgets in
remote parts of the country through the assisted ecommerce brand, Digi-Red, creating
opportunities for entrepreneurship by creating the largest Appstore of the country, bdapps.com,
etc.

Target customer: Robi target mainly targeted from teenager to any age group. From lower
middle- class to upper-class. From Teknuff to Tetulia regardless to race, religion, gender literacy
level, life style or personality any and every single person who is in need of a telephone line
backed with affordability spend the expenses of possessing a mobile phone is their target market.
This indicates that in choosing market segment, segmental marketing is appropriate for them.

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That means the company should recognize that buyers differ in their needs, perceptions, and
buying behaviors. For this ROBI have made various type of customization in phone lines and
phone set along with different prices are charged against each segment of the target market.
Below the various types of mobile phone sets, lines prices and billing system offered by ROBI
are discussed related to geographic, demographic and psychographic segmentations.

Strategic focus: To be the most preferred GSM cellular service provider and to provide total
customer satisfaction is their main strategic focus. They are committed to provide best data and
voice quality to their customers. Robi draws on leading technology to provide its services in
Bangladesh covering almost 100%.

Their focus is improving, that is why they are still thriving to become the most preferred GSM
cellular service provider in Bangladesh. But we can break down their key focuses below

 Absolute quality goal

 Serving the total commitments to the customers.
 Progressing in all working process.
 Securing quality of the service to match the quality of services offered by the worlds
most successful companies in the field.
 To be the number one telecommunication company.

Business level strategy: Robi is following both cost leadership strategy and differentiation
strategy. They are serving wide amount of customer based with serving low cost moderate
product and services. Like new internet offers and low-cost call rates to hold their position in
market. They emphasize on the low cost and give services than other competitors in market.
Robi always come up with idea or innovation than other telecommunication in market. Like the
merging of airtel and Robi. In some particular places there in no network of airtel so they get
access to the robi network where the airtel is unreachable. No other company did this In
Bangladesh.

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Corporate level strategy: Robi has created the largest online school, Robi-10 Minute School,
set up internet, partnered with Access to Information (a2i) for setting up the contact center, 333,
offering information on availing government services. Here they are mainly transferring their
skills to different sectors and gaining advantage over other companies. They also have Robi shop
where they sell all kind of quality-full electronics.

Cooperative strategy: They merged with Airtel to make their network strong and serve all the
customers both. So, from this we can say they are involved in strategic alliance with joint
venture strategy.

Airtel India
Short Company Overview: Airtel India is the second largest provider of mobile
telephony and second largest provider of fixed telephony in India, and is also a provider
of broadband and subscription television services. The brand is operated by several subsidiaries
of Bharti Airtel, with Bharti Hexacom and Bharti Telemedia providing broadband fixed line
services and Bharti Infratel providing telecom passive infrastructure service such as telecom
equipment and telecom towers. Bharti Airtel Limited is part of Bharti Enterprises and is headed
by Sunil Bharti Mittal. It was founded by 7 july 1995. Airtel is the first Indian telecom service
provider to achieve Cisco Gold Certification It also acts as a carrier for national and international
long distance communication services. The company has a submarine cable landing station
at Chennai, with a connection to Singapore. Airtel was named India's second most valuable
brand in the first ever Brandz ranking by Millward Brown and WPP plc in 2014.Airtel is credited
with pioneering the business strategy of outsourcing all if its business operations except
marketing, sales and finance and building the minute‟s factory model of loc cost and high
volumes.

Products and Services: Airtel provides GSM, 3G,4G LTE, 4G+ mobile services, fixed the
broadband and voice services depending upon the country of operation. Airtel has also rolled out
its VoLTE technology across all Indian telecom circles. Products of Bharti Airtel are Fixed line
telephone, Mobile phone, Broadband, Satellite television, Payment bank, Digital television,
Internet television, IPTV. Airtel‟s equipment is provided and maintained by Ericsson, Huawei

8
and Nokia Networks but IT support is provided by Amdocs. Ericsson agreed for the first time to
be paid by the minute for installation and maintenance of their equipment rather than being paid
up front, which allowed Airtel to Provide Low Call Rates of 1 Rupee/ Minute.

Targete Customers: Different geographic regions are handled independently and different
campaigns are run according to the preferences of people in each region. Airtel has targeted the
generation Z of 15-25 ages, generation X & baby Boomers by using different campaigns over the
period of time i.e. campaign like “Har Ek friend Jarurihotahai”/ “Jo tera hai wo merahai ”
to target Gen Z and recently launched campaign of “one touch internet” targeting Gen X & baby
boomers.

Strategic focus: As part of its strategy, Airtel will continue its focus on building strong
partnerships.Our ambition is to build a world-class content ecosystem through partnerships with
all players and offer best-in-class content at one place. Our vision is to enrich the lives of our
customers. Our obsession is to win customers for life through an exceptional experience.

Business level strategy: Airtel strategically focus on integrated cost leadership and
differentiation strategy where they can grab both the customers who are price conscious and also
who are willing to pay more for exceptional service. It helps them more effectively leverage core
competencies across business units and products lines which should enable the firm to produce
produces with differentiated features at lower costs.

Corporate Level strategy: In this stages, airtel india diversify their business with both related
and unrelated diversification.

 Unrelated diversification: They expand their business with unrelated areas such as fixed
line and mobile telephony, broadband and fixed-line internet services, digital
television and IPTV.

Cooperative strategy: Airtel set their cooperative strategies with different areas to expand their
business. They always try to grab large number of customer, that‟s why they tried this given
policies.

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  Joint venture:Airtel has entered into a strategic tie up with the Indian Farmers'
Fertilizer Co-operative Limited (IFFCO) and formed a new joint venture company called
IFFCO Kisan Sanchar Limited (IKSL). ... On offer will be affordable mobile handsets
bundled with an Airtel mobile connection. This joint venture company will harness the
power of telecom to empower the rural farmer by giving him access of vital market
information at his fingertips. IKSL will offer products and services, especially designed
for farmers, through IFFCO societies in villages across the state. On offer will be
affordable mobile handsets bundled with Airtel mobile connections. The farmers will also
get access to a unique VAS platform that will broadcast five free voice messages on
Mandy prices, farming techniques, weather forecasts, dairy farming, and animal
husbandry, among others onadailybasis.

IDEA
Company Overview: Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group
partnership. The Company provides pan India Voice and Data services across 2G, 3G and 4G
platform. With the large spectrum portfolio to support the growing demand for data and voice,
the company is committed to deliver delightful customer experiences and contribute towards
creating a truly „Digital India‟ by enabling millions of citizens to connect and build a better
tomorrow. The Company is developing infrastructure to introduce newer and smarter
technologies, making both retail and enterprise customers future ready with innovative offerings,
conveniently accessible through an ecosystem of digital channels as well as extensive on-ground
presence.

Product and Services: As we know they are Telecommunication Company. They particularly
serve the Post-paid connection, Pre-paid connection, Roaming, Broadband connection etc. Also,
they have Cheap Smart mobile phones that they sell inside India Called “IDEA PHONES”.

Vodafone IDEA‟s total Communications solutions empower global and Indian corporations,
public sector & government bodies, small & medium enterprises and start-ups. From market-
leading Enterprise Mobility, robust Connectivity and world-class IoT Solutions, to superior
Business Communication and Cloud and insightful Business Analytics & Enabling Solutions,
Vodafone IDEA bring the smartest and newest technologies to serve businesses in the digital era.

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Target Customer: Vodafone Idea segmented its customer profile into 2 basic groups:

1) Prepaid Customers and

2) Postpaid Customers

Prepaid Customers are generally the personal use customer group i.e. non institutional. This
segment accounted for around 80% of the customer base and the remaining 20% was accounted
for by the postpaid customer base.

Some additional segmentation of prepaid and postpaid are given below:

VIP customers: These are the customers who form the VIP group as the name suggests and
comprises of MPs, MLAs, industrialists and other high-profile customers. These are given high
attention in services as they are key to implementation of services across their regions.

Corporate Customers: These are the customers having more than five connections to their
name and generate revenues in excess of Rs. 10000 a month. These are usually institutionally
driven connections and are post-paid customers. Service quality in terms of Value-Added
Services provided including preferential customer service treatment is provided to retain these
high value accounts.

Gold Customers: These are the customers providing revenues to the company between Rs.1000
and Rs.1400 a month. The pre-paid base is again smaller in this segment accounting for nearly
35% of the customers. A healthy split is found between personal and institutional usage
customers.

Strategic Focus: Vodafone ideas Focuses are Be the most loved brand by

1) continuously raising the bar in delivering simple, delightful experience and meaningful
innovations, through new age technologies
2) Be the most valued company through smart leadership committed to delivering
sustainable growth, while adhering to the highest standards of governance and
compliance
3) ARPU (Average Revenue per User) is their ultimate focus and also current challenge in
the competitive market.

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Business level strategy: Vodafone Idea is following the “Differentiation Strategy”. The
company has focused on making its core advantage stronger. The company aims to become a
converged communications leader inside India markets, a mobile data leader in India, and an
Enterprise leader internationally. Innovation and scale, both have become key to success in a
hyper-competitive market environment. They are changing due to rising global smartphone
penetration, ubiquitous superfast internet access, increasingly converged solutions and
remarkable new technologies. However, with the rise of these technologies a new set of
commercial, societal and regulatory challenges have also emerged. There are both opportunities
and challenges to Vodafone Idea.

Corporate Level Strategy: Idea Cellular Ltd was incorporated in the year 1995 with the name
Birla Communications Ltd. In the year 1996 the company changed the name from Birla
Communication Ltd to Birla AT&T Communications Ltd following joint venture between
Grasim Industries and AT&T Corporation. In the year 2006 the company became a part of the
Aditya Birla Group subsequent to the TATA Group transferring their entire shareholding in the
company to the Aditya Birla Group. They signed contract with Nokia Siemens Networks to
expand and strengthen the Company's network. On 20 March 2017 Idea Cellular and Vodafone
Group Plc announced that they have reached an agreement to combine their operations in India
(excluding Vodafone's 42% stake in Indus Towers) to create India's largest telecom operator.

From this part we can clearly see that they are basically diversifying their strategic alliance from
the past and still they growing through merging with strong companies in India.

Cooperative Strategy: Their cooperative strategy is merging also the joint venture strategy.
They always seek for better opportunities through merging or making alliance with the company
to grow same and help each other to gain the ultimate goal.

JIO
Company Overview: Reliance Jio Infocomm Limited, Jio, is an
Indian telecommunication company and a subsidiary of jio platforms, headquartered in
Mumbai, Maharashtra, India. It operates a national LTE network with coverage across all

12
22 telecom circles. It does not offer 2G or 3G service, and instead uses only voice over LTE to
provide voice service on its 4G network. Jio soft launched on 27 December 2015 with a beta for
partners and employees and became publicly available on 5 September 2016. As of 31 December
2019, it is the largest mobile network operator in India and the third largest mobile network
operator in the world with over 387.5 million subscribers.

Product and services: SIM cards are not their only product. Jio have Mobile broadband: The
Company launched its 4G broadband services throughout India in September 2016. It was slated
to release in December 2015 after some reports said that the company was waiting to receive
final permits from the government.

Jio Fiber: In August 2019, it was announced that the service would officially launch on 5
September 2019 as JioFiber, in honor of the company's third anniversary. Jio also announced
plans to offer streaming of films still in theatres (First Day First Show) to eligible JioFiber
subscribers.

Devices: Jio has also marketed co-branded mobile phones.JioPhone: JioPhone is a line
of features phone marketed by Jio. The first model, released in August 2017 (with public pre-
orders beginning 24 August 2017), was positioned as an "affordable" LTE-compatible feature
phone.

JionetWiFi: Prior to its pan-India launch of 4G data and telephony services, the firm has started
providing free wi-fi hotspot services in cities throughout India
including surat,Ahamedabad in Gujarat.

JioFi: Jio has also launched portable Wi-Fi routers by the name JioFi.

Other Services: In May 2016, Jio launched a bundle of multimedia apps on Google play as part
of its upcoming 4G services. While the apps are available to download for everyone, a user will
require a Jio SIM card to use them. They have lots of application into the named Jio app which
are given below

JioBrowser - a web browser for Android devices

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JioCinema - online HD video library

JioCloud - cloud-based backup too

JioHealth - health services app

JioNews - e-reader for news

JioMeet - video-conferencing platform

JioChat - instant messaging app

JioMoney - online payments/wallet app

JioSaavn - for online and offline music streaming in English and Indian languages

JioSecurity - security app

JioTV - TV Channels streaming service

JioVoice - VoLTE phone simulator

MyJio - manage Jio account and digital services associated with it

Target customer: The segment that Jio concentrated upon were; people with smart phones
looking for high speed internet and good mobile services. The target Group they targeted were
Urban & tier 2 middle and upper class segment. They are trying to uniquely position themselves
and transform India into a digital and tech savvy country.

Strategic focus: Jio's marketing effort will be focused on the content-driven strategy, although
the company will have to offer other plans offering data bundled with voice. The company has
been working on a potential launch for over five years focusing on high-speed data services
using 4G LTE technology.

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Business level strategy: They have also focus cost leadership strategy to grab huge amount of
customers. The marketing strategy of Reliance Jio is proof enough that many of the existing
customers of other market players will switch to Jio and its nominal pricing will help it boost its
profits for the company and also save the customers' money. Price: One of the most
attractive strategies, Jio adapts, is pricing strategies. Not only the company offered a satisfying
price to their various products for individuals but it also leads the in-vogue telecom market.

Corporate level strategy: Jio maintain their corporate level strategies very carefully and
sincerely. They have done their

Portfolio management: They always want to manage different business. One type of
management manages different type of businesses. They fulfilled their basket with different
fruits, doing their business like this.

Transfer skills: They always transfer their skills to establish their other business.

Sharing activities: They try to help the other business by sharing activities which is already
established and famous also.

Unrelated product diversification: They expand their business with unrelated activities so that
they can get benefit and expand their business for the long like: Mobile broadband, Jio Fiber,
JioPhone, JioFi and also lot of mobile applications.

Cooperative strategy: Jio shares spectrum with Reliance Communications. The sharing deal is
for 800 MHz band across seven circles other than the 10 circles for which Jio already owns. In
September 2016, Jio signed a pact with BSNL for intra-circle roaming which would enable
usersof the operators to use each other's 4G and 2G spectrum in national roaming mode. They
also start

Joint venture: In February 2017, Jio announced a partnership with Samsung to work on LTE -
Advanced Pro and 5G.

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Equity strategic alliances: In February 2016, Jio announced a global alliance of Mobile
Network Operators which include : BT Group, Deutsche Telekom, Millicom, Orange S.A.
,Rogers Communications, MTS, Telecom Italia,Telia company.

Major strategic difference between Bangladeshi and Indian

telecommunications companies

The Indian telecommunications company differs a lot from the Bangladeshi companies. From
our survey with the six companies Grameen phone, Robi , Banglalink the Bangladeshi
companies as well as the Jio, Idea, Airtel the Indian companies we have found that the Indian
companies are much forward than the bd companies in some strategies. The target market of the
Bangladeshi companies are wide they target all over the Bangladesh and almost every generation
but in this sector the Indian companies target their market specifically. Then give more focus on
segmentation. They do not target without segmenting the marker. As the Bangladeshi companies
want to target all over the Bangladesh and every generation, they are now changing the strategies
they are now trying to target with the market segmentation. In business level strategies both of
the countries differ in terms of cost leadership, differentiation and integrated cos
leadership/differentiation. The Indian companies are willing to follow the cost leadership
strategy or the differentiation strategy. The Bangladeshi companies are mostly follows the
Integrated cost leadership/differentiation strategy. Where the Indian company Idea follows
differentiation strategy and jio follows cost leadership strategy. In the corporate level strategy
the Indian companies are more focuses on to make new businesses. The Bangladeshi companies
are having less willingness to increase their business in a strategic way. Airtel and idea are
willing to follow the corporate level strategy in a effective and efficient manner. But here the
Bangladeshi companies differs they are less willing to increase their business. The Indian and
Bangladeshi companies‟ strategic focuses are also different. In the cooperative strategy the
Indian companies are included with the strategic alliance. The Bangladeshi companies are trying
to make strategic alliances. As the Robi company has already merged with the Airtel. They now
together working for the better outcomes. The Indian companies are more willing to share their

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skills with each other. Most of the companies are having better outcomes by adding with each
other. The Jio company has merged with Reliance for both of their benefits. There is another big
difference between two countries telecommunications companies is the Indian companies are
offering more products like they have their own brand mobile phones etc. They constantly trying
to increase their business with increasing the business by offering different types if product.
Where Bangladeshi companies are holding just one product, they have only the sim card the
physical product. The Indian companies are now offering different kinds of products like jio is
offering cables etc to make their position in the market. They are trying to engage in different
sector to sustain in the market for a longer period of time. As Indian companies are having more
investment and more facilities from government the Bangladeshi companies are trying to build a
good business in the country. Bangladesh is not less backward than India. Hope the Bangladeshi
companies will reach to their goal with the effective and efficient manner.

Conclusion
From our term paper we have gained knowledge about the telecommunications industry from the
companies of Bangladesh and India. The Indian companies are much ahead from the
Bangladeshi companies but the Bangladeshi companies are really trying to reach their goal. We
hope that if they follow the strategies. With the strategies of management we hope they will be
enhanced for their goal. They have some lacking in following the strategies. In they follow the
right strategies at the right point then the day will be not far that we would say we are leading the
telecommunications industry and we are ahead from other countries.

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 References

https://www.banglalink.net/

https://en.wikipedia.org/wiki/Banglalink

https://www.airtel.in/

https://en.wikipedia.org/wiki/Airtel_India

https://www.grameenphone.com/

https://en.wikipedia.org/wiki/Grameenphone

https://www.jio.com/welcome

https://en.wikipedia.org/wiki/Jio

https://www.axiata.com/brands/robi

https://en.wikipedia.org/wiki/Robi_(company)

https://www.robi.com.bd/en

https://www.myvi.in/

https://www.vodafoneidea.com/

https://en.wikipedia.org/wiki/Idea

https://telecom.economictimes.indiatimes.com/tag/vodafone+idea

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