Table of Contents

EXECUTIVE SUMMARY.. 2
Introduction.. 2
Technologies Used in Mobile Phone 3
Technical Comparison between GSM and CDMA.. 3
Telecommunication Cycle 4
Origin of the Report.. 5
Objectives. 5
Methodology. 6
Sources of Data. 6
Limitations of this Report. 8
Time Line for the Research 8
ROBY an Overview.. 8
Corporate Summary 10
AXIATA Operation, Management, and Corporate Offices... 11
Organizational Structure. 11
Business Definition. 12
Market Development.. 13
Product Development. 14
Marketing Policy 14
SWOT Analysis.. 15
Customer Service of the company. 16
Robi Beliefs 23
Findings and Analysis 24
Strategic Analysis... 30
Conclusion.. 35
Terms Used in this Report. 36
1

EXECUTIVE SUMMARY:
This report is prepared on the basis of my three-month practical experience at Robi
Axiata Limited. This

internship program helped me to learn about the practical

scenario of a Telecommunication Company. Robi Axiata Limited is a dynamic and

leading countrywide GSM communication solution provider. It is a joint venture company
between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata
Limited, formerly known as Telecom Malaysia International (Bangladesh), commenced
its operation in 1997 under the brand name Aktel among the pioneer GSM mobile
telecommunications service providers in Bangladesh. Later, on 28th March 2010 the
company started its new journey with the brand name Robi. This report has been
presented based on my observation and experience gathered from the company. The
organization has many divisions and departments but he focus is given more on the
level of employee satisfaction in Technical Division as I only got the opportunity to work
in this division.
The report mentions about the facilities and benefits Robi Axiata Limited provides to their
employees. A research is conducted to draw a conclusion on the effects of these
facilities and benefits. The result that is found is quite considerable. However Robi
Axiata Limited should work a lot to convince and sustain their existing employees.
The

result

of

the research is described in details in this report in the later

chapters.After knowing the scenario of Robi Axiata Limited in terms of their employee
satisfaction a lot of recommendation came up. The report also consist recommendations
and conclusion according to my point of view, which I think would improve the
environment of the organization if implemente.
Introduction:
Mobile phone means a device that transmits voice or data, using radio waves to
communicate with radio antennas placed within adjacent geographic areas called cells.
It is a very common source of communication in these days. Most of the people are
using mobile phone in the city and the urban areas. Telecommunication linked with
satellites. It brings about revolutionary changes in communication. New STD (Standard)
and ISD (International System for Dialog) facilities have made communication an

instantaneous process. The world appears to have contracted or been squeezed into a
small room in which, given certain facilities, it is possible to communicate with anyone in
any part of the world.
Technologies Used in Mobile Phone:
Based on the technology mobile is divided into two typesGSM: GSM stands for Global System for Mobile. GSM is mostly a European system
and is largely unused in the US. GSM is interesting in that it uses a modified and far
more efficient version of TDMA (Time Division Multiple Access) and FDMA (Frequency
Division Multiple Access). GSM is the combination of TDMA and FDMA. GSM keeps the
idea of timeslots and frequency channels, but corrects several major shortcomings
CDMA: CDMA stands for Code Division Multiple Access and is both the most
interesting and the hardest to implement multiplexing method. CDMA has been likened
to a party: When everyone talks at once, no one can be understood, however, if
everyone speaks a different language, then they can be understood. CDMA systems
have no channels, but instead encode each call as a coded sequence across the entire
frequency spectrum. Each conversation is modulated, in the digital domain, with a
unique code (called a pseudo-noise code) that makes it distinguishable from the other
calls in the frequency spectrum. Using a correlation calculation and the code the call was
encoded with, the digital audio signal can be extracted from the other signals being
broadcast by other phones on the network. From the perspective of one call, upon
extracting the signal, everything else appears to be low-level noise. As long as there is
sufficient separation between the codes (said to be mutually orthogonal), the noise level
will be low enough to recover the digital signal. Each signal is not, in fact,spread across
the whole spectrum (12.5 MHz for traditional cellular or 60 MHz in PCS cellular), but is
spread across 1.25 MHz pass-bands. CDMA systems are the latest technology on the
market and are already eclipsing TDMA in terms of cost and call quality. Since CDMA
offers far greater capacity and variable data rates depending on the audio activity, many
more users can be fit into a given frequency spectrum and higher audio quality can be
provide.
b. A Technical Comparison between GSM and CDMA Technology:

Advantages of GSM:
GSM is already used worldwide with over 450 million subscribers.
It offers international roaming facility to the subscribers.
GSM is matured enough; it started in the mid-80s. It means a more stable network with
strong features.
GSMs maturity means engineers cut their teeth on the technology, creating an
unconscious preference.
The availability of Subscriber Identity Modules (SIM).
Disadvantages of GSM:
Lack of access to rapidly increasing US market.
Advantages of CDMA include:
Increased cellular communications security.
Immediate conversations, less call drops, strong network.
Low power requirements and a little cell-to-cell coordination needed by operators.
Extended reach beneficial to rural users situated far from cells.
Disadvantages of CDMA include:
Due to its proprietary nature, all of CDMAs flaws are not known to the engineering
community for solving.
CDMA is relatively new, and the network is not as mature as GSM.
CDMA cannot offer International Roaming, a large GSM advantage.
From the above discussion we can say that GSM technology based on the combination
of TDMA and FDMA being better in todays mobile communication.
c.Telecommunication Cycle:
The transmission of the senders ideas to the receiver and the receivers feedback or
reaction to the sender constitute the telecommunication cycle. The main steps of this
cycle is as followsInput: the information or ideas the sender wants to send to the receiver.
Channel: - fax, phone call, electronic mail, etc.
Massage: the actual massage that is send.
Output: the information the receiver gets.

Feedback: the receivers response (or non-response) to the massage.

Brain drain: the possibility of misunderstanding at any step.
We can illustrate this cycle in the following way:At present, five different mobile companies are providing mobile phone connections in
Bangladesh. In compare to the big population it is becoming a huge market for mobile
phone service companies. Every company is trying to provide as much facilities as
possible to do marketing campaign with there. TM International (Bangladesh) Limited is
formed a huge demand in this sector. The company known with its brand name as Robi
across the country has more than two million subscribers both in Pre-paid and Post-paid
forms.
Origin of the Report:
Each professional degree needs practical knowledge of the respective field of discipline
to be fruitful. Our MBA program also has an Internship Program, relating to the exchange
of theoretical knowledge into the real life. This report entitled Customer Service in
Robi. The main purpose of the preparation of the report is due to the partial fulfillment
of the Internship Program of MBA Program conducted by the Department of Business
Administration, Southeast University.
3. Objectives:
The general objectives of this study are to provide an overview of learning of an Intern
during the Internship Program and fulfill the Internship requirement. Beside the general
objective, this report can be categorized into main objective and specific objectives. The
objectives behind this report are mentioned below:
a. Main Objective:
The main objective of this study is to prepare an Internship report on the specified topic
working within an organization and implementing the knowledge that has been gathered
during the Internship Program.
b. Specific Objectives:
The specific objectives of this report are as follows:
-To understand the reasons behind the preferences of subscribers for using Connection
of Robi.

-To identify the spending patterns of Robi customers.

Methodology:
This report is a descriptive one, which is administered by collecting primary and
secondary data. Descriptive research has an important objective-gives description of
something-marketing characteristics of function and also the description of phenomenon
or characteristic associated with an object population (who, what, when, where and how
of a topic). The report tried to evaluate other customer preference on Robi connection,
why the customers use this connection. Before going in to the deep study, conceptual
structure visualized under which the whole study was conducted.
In preparing this report about the customers preference on Robi is a difficult and
complicated task and no single method is appropriate for preparing the report. For this
reason, a number of procedures have been followed to prepare a meaningful report. The
methodology of the task can be depicted as follows.
Sources of Data:
This study covered two types of data, which are:
a. Primary data

b. Secondary data

a. Primary Data:
Primary data has been collected through a structured questionnaire, constructed
specially for this report.
To collect the primary data, the following steps have been followed to obtain the
research objective:
* Sending questionnaires to all subscribers.
* Data is collected from web site.
* Taking interviews of subscribers over Phone.
* Taking face-to-face interviews of subscribers.
* Interview of key informant that is the senior official of Robi in order to

collect

information about the services.

* Collecting filled up Questionnaires from different sales outlets throughout the country.
b. Secondary Data:

Going through different documents and papers, news letter (for internal purpose only),
developed by the company personnel, different books, journals, newspapers, brochures,
website also was used to collect the secondary data.
* Collection Procedure of Data:
Personal interview technique was the primary tool used in collecting information.
Interview with the Customer have done through questionnaire in order to discuss about
the related matters before preparing the report. Managers and officers of Robi from
different divisions were the main sources of secondary data.
* Analysis of Data:
Collected data are analyzed by using percentages, graphs to draw the conclusion. All
the data have shown in tabular form.
* Sampling Plan and Sample Size:
** Study Population:
The first step of the sampling design is to define the study population. Due to time
restriction and other limitations, the survey will only focus into subscribers of Robi. The
sample area has been selected on the basis of organizations interest.
** Sampling Method:
To investigate the factors for customers preference, Non-probability Sampling
Procedure has been used. The sampling unit was selected through Convenience
Sampling: where the selection of the sampling unit is left primarily on the interviewer.
The reason behind choosing Convenience Sampling is many but here most importantly,
there is no appropriate structure or framework that can aid to select the sample. Farther,
these procedures are both time saving and inexpensive.
Data Gathering Method:
Close-ended question has been used to collect the data from the respondent. The
respondent has responded under each attribute into different viewpoint related with
Strongly agree resulting to a higher degree of satisfaction and with Strongly disagree
resulting to a lower degree of satisfaction. Some demographic and spending pattern
question will be in the questionnaire for more in-depth interpretation of the respondent.
Pre-testing:

The originally develop questionnaire has pre-tested in order with few dummy respondent
to ensure the quality of the questionnaire in terms of preciseness, conciseness,
objectivity and understandability of the questions.
Coding, Tabulation and Analysis Procedure:
The response of the respondent being entered into the computer for tabulation and
analysis. Microsoft Excel has been used to analyze the data.
Limitations of this Report:
The study is not free from some practical limitations. Following limitations I have to face
during the study and the time of working and data collection:
Time is the main limitation for my study. Due to lack of sufficient time, I was not able to
do survey among all of the sample size. Thats why the findings may not be fully but
partially true.
Due to lack of practical experience, some errors might be occurred during the study.
Though the maximum efforts have given to avoid mistakes.
Time Line for the Research:
I had collected the data during this period and the latest Call Tariff.
Preparation of literature review, formulating research objective, conducting introductory
chapter including detailed context of the study as well as development of research
design.
Data collection, emphasizing on the methodological part as its initial stage and primary
data analysis and preparing data presentation. Preparing the report and prepare the
ancillaries for presentation of the final report.
ROBY an Overview
1. Introduction
Axiata (Bangladesh) Limited is a dynamic and leading countrywide GSM communication
solution provider. It is a joint venture company between Axiata Group Berhad, Malaysia
and NTT DOCOMO INC, Japan. Axiata (Bangladesh) Limited, formerly known as
Telekom Malaysia International (Bangladesh), commenced its operation in 1997 under
the brand name Aktel among the pioneer GSM mobile telecommunications service
providers in Bangladesh. Later, on 28th March, 2010 the company started its new
journey with the brand name Robi.
8

Robi is truly a people-oriented brand of Bangladesh. Robi, the peoples champion, is

there for the people of Bangladesh, where they want and the way they want. Having the
local tradition at its core, Robi marches ahead with innovation and creativity.
To ensure leading-edge technology, Robi has the international expertise of Axiata and
NTT DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE
service with high speed internet connectivity. Its GSM service is based on a robust
network architecture and cutting edge technology such as Intelligent Network (IN), which
provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network
coverage and multiple global partners for international roaming. It has the widest
International Roaming coverage in Bangladesh connecting 550 operators across 205
countries. Its customer centric solution includes value added services (VAS), quality
customer care, easy access call centers, digital network security and flexible tariff rates.
With its strengths and competencies developed over the years, Robi aims to provide the
best quality service experience in terms of coverage and connectivity to its customers all
over Bangladesh. Together with its unique ability to develop local insights, Robi creates
distinct services with local flavor to remain close to the hearts of its customers.
TMIB, a joint venture between Telekom Malaysia Berhad and A.K.Khan & Co. Ltd, was
established in 1996. The company launched its cellular services in November 15, 1997
under the brand name Aktel
Telekom Malaysia (TM), the majority shareholder with 70 percent, is financially strong
and internationally renowned for its successful venture, the market leader in the telecom
industry of Srilanka. TM has a global presence in 11 countries with staff strength 30,000
group wide. TM has a 27.3 % stake in Pakistan, Indonesias third largest mobile
operator, and a 47.7 % stake in Idea cellular of India. Chittagong based A.K. Khan Group
is one of the oldest industry house of Bangladesh. During the Pakistan period, it was
renowned as one of the twenty-two business dynasties of Pakistan.
b. The Vision
To be the most preferred GSM cellular service provider in Bangladesh.
c. The Mission

To provide total customer satisfaction the company strives to become the most preferred
GSM cellular service provider in Bangladesh. AXIATA will achieve this through
developing people, products, and services of the highest quality and meeting the needs
of its customers, employees, shareholders, society and the nation.
Theme: Customer First.
The Robi Slogan Jole Uthun Apon Shaktite
The whole is the sum of parts and when the best come together; the results can be truly
spectacular. AXIATA brings Robi Mobile phone service, a digital cellular phone service,
which will prepare better for life in the fast lane. Robi GSM always keeps so near, even
when so far.
7.Corporate Summary:
The overall company growth and satisfactory performance has been achieved under the
dynamic leadership of Michael Kuehner, Managing Director / CEO, Koji Ono (Chief
Strategy Officer).
Axiata (Bangladesh) Limited is a Joint Venture company between Axiata Group Berhad
(70%) and NTT DOCOMO INC. (30%)
Axiata is an emerging leader in Asian telecommunications with significant presence in
Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia. In addition, the Malaysian
grown holding company has strategic mobile and non-mobile telecommunications
operations and investments in India, Singapore, Iran, Pakistan and Thailand. Axiata
Group Berhad, including its subsidiaries and associates, has approximately 50 million
mobile subscribers in Asia, and is listed on Malaysias stock exchange (Bursa Malaysia).
NTT DOCOMO INC is the worlds leading mobile communications company and the
largest mobile communications company in Japan. DOCOMO serves over 53 million
customers, including 44 million people subscribing to FOMA, launched as the worlds
first 3G mobile service based on W-CDMA in 2001. DOCOMO also offers a wide variety
of leading-edge mobile multimedia services, including i-mode, the worlds most
popular mobile e-mail/Internet service, used by 48 million people. With the addition of
credit-card and other e-wallet functions, DOCOMO mobile phones have become highly
versatile tools for daily life. With cutting edge technology and innovative services,

10

DOCOMO is fast becoming a preferred lifestyle choice, continuously expanding its role
in its users lives, growing globally throughout Asia, Europe and North America. NTT
DOCOMO INC is listed on the Tokyo (9437), London (NDCM) and New York (DCM)
stock exchanges.
AXIATA Operation, Management, and Corporate Offices
AXIATAs

Chairman is

Mr. Sirajul

Huda

Bin

Mohamad (Head

of

Corporate,

Management) and the Head of Administration, is Arif M Moslehuddin

AXIATA provides standard mobile connections with NWD and IDD facilities. They also
provide mobile-to-mobile services. It has fully covered the Capital city Dhaka, and
started functioning in the Port city from 26 th March 1998. In the same year they
expanded their coverage in Narayanganj the Business City and an important one closer
to the capital city Dhaka. They have also reached the city with biggest beach of. Now
Robi is covering 61 districts of Bangladesh.
, Human resource Division, Technical Division and Marketing Division, Information
Technology (IT) Division; all are functioning under efficient and highly qualified persons.
AXIATA Corporate Offices
Head Office: BRAC Center, 9th Floor, Mohakhali Commercial Area, Dhaka-1212.
They have a separate Marketing Office; with a customer service section at Land Mark
Building (1st floor and 8thfloor) 12-14 Gulshan North C/A, Gulshan-2, Dhaka-1212. This
office is responsible for all marketing oriented jobs.
Technical Office: House No.-2; Road No.-9; Block-G; Banani-1213, Dhaka.
Chittagong Office: Faruk Chamber (1st Floor); 1403 Sk. Mujib Road; Agrabad C/A,
Chittagong.
Organizational Structure
The organization is headed by its Chief Executive designated as the Managing Director
entrusted with overall responsibilities of business direction of the organization and
leading dynamically towards the attainment of its Vision, Mission, and Goal. In attaining
the above mission, the Managing Director is assisted by 4 General Managers & 1
Director, Co-ordination. AXIATA has established a strong and formidable sales channel,
which consists of direct dealers and its own sales force.

11

Business Definition:
AXIATA is in the GSM Telephony business. With the technological development in
future, AXIATA adopt cost- effective and more efficient technology to provide a state of
the art and comprehensive service to its customers. AXIATA s vision is to continuously
monitor its customers needs, wants and to plan accordingly. It is always sincere about
the development of the technology and updates itself to meet customer demand.
a. Robi as the GSM Provider
* Digital security with peace-of-mind.
* Various choices of value-added-features.
* Better customer care-not just promised, but delivered.
* Competitive rate and better billing.
* The technology trusted around the world.
* Wide coverage with digital clarity.
b. Product and Services of Robi
Robi has the following categories of product:
*Post-Paid
Simple
Out going Voice

Any Operator

Calls

(Incl.BTCL/NWD)

BDT 0.68/min

Plan:

Any International
Only IDD/E-IDD
Out going Voice
Any Operator
Charges
Calls
(Incl.BTCL/NWD)
SMS

Any Operator

Connection Fee

Connection Price

& Others

Credit Limit

Normal Plan:

BDT 1/ SMS
Any International

Only IDD/E-

BDT 499

IDD Charges

BDT
300 Any Operator
FnF(5):

BDT 0.68/min

(Incl one BTCL)

Partner Number(1);

*Pre-Paid Robi Prepaid

has everything to offer; a

BDT 1/min

BDT 0.25/min

Any Robi
SMS

Any Operator

BDT 1/SMS

Connection
12 Fee
& Others

Connection Price

BDT 499

Credit Limit

BDT 300

single package that delivers simplicity and flexibility at the same time. Robi
Prepaid is continuously adding new features and plans to provide absolute
freedom to the customers.
Prepaid Kingdom of Robi offers all its Prepaid customers:
Single prepaid package with the best rates in the market
Different tariff plans in one package to meet different types of needs
Instant, easy & multiple migration facility from one tariff plan to another
5 FnF to any operator mobile with one Robi partner facility
Full BTCL connectivity with FREE BTCL incoming
Extended and simplified refill validity for ease and freedom
Nationwide EasyLoad facility
Nationwide high speed internet connectivity
All available Value Added Services (e.g. SMS, MMS, GoonGoon, ringtone, wallpaper,
games, animation downloads)

Market Development
Robi GSM are trying to convert non-users to mobile phone users, stressing the benefit of
GSM services, and with the service benefit of Robi that will make their life easier. To
serve the market more accurately their target market will be further segmented based on
psychographics and business size.

Product Development
The strive to develop a better product will be a continuous process. Conducting of
market research will be in every three months. They will use the input to develop new
product based on data they will get from survey. Thus the product will be designed to
meet the customers need.
Marketing Policy
a. Customer Segmentation
Individual businessman, entrepreneur professionals and established organizations are
the main customers of AXIATA. They have also a target to take students and low-income
groups with their introduction of Robi simple rate Pre-Paid services. They target high
class people by the post-paid service. To serve the market more accurately their target
market will be further segmented based on psychographics and business size.
b. Marketing Strategies
13

TMIB always wants to achieve desired sales growth and customer base. AXITA wants to
encourage existing customers to use more and more of their services.
Their newly introduced package named Eid Double Bonus is one of their successful
initiatives for the exiting customer It has a concept of Customer gets Customer
c. Product Positioning
Initially their target was to reach the top. But others are targeting to the grass root level,
and increasing their customer. AXIATA wants to be the leader with good quality and is
designing products for the middle class range also.
d. Marketing Product Mix
*Product
Continuous improvement of quality.
Reposition of slow moving products to different target markets.
Always branding Robi with all packages with a GSM service
* Price
Necessary changes in tariff structure, and changes in terms and conditions.
Penetration pricing in the face of competition.
Skimming policy where possible.
* Place
Make effective use of distribution.
Make product and service delivery system more effective and less time
consuming.
Wider distributing network to make service more accessible.
* Promotion
Brochures with all necessary information, Press advertisements, Television, Radio,
Commercials and Billboards.
SWOT Analysis:
* StrengthGSM technology.
Better reputation.
Effective human resources.

14

Quality of-Management.
Quality billing system.
Quality customers care system.
Expertise and experience of parent company.
Better liaison with foreign GSM operators.
Long range strategic planning.
Market research unit.
Strong Dealer network.
* WeaknessPoorer coverage than the competitor.
Not enough channels with BTTB.
Absence of human-resources policy.
Shortage of human resource in the Help-line.
Package pricing are more expensive and less attractive.
Higher call rate than its competitors.
* OpportunitiesPublic sector unable to meet demand.
Product with very long life cycle.
New technology.
Growing middle class population.
Main competitor has a congested network because of its unplanned customer growth.
* ThreatUnstable political culture.
Recession in the economy.
Non-cooperative telecommunication regulatory body.
Possible health risk for using mobile phone.
Customer Service of the company
Customer Services

ROBI Customer Service Points

Need some help with your Robi connection? Want to know more about ROBIs latest
products and promotions?
15

Contact any of the ROBI Customer Service Points for instant support and assistance.
For your convenience, we have established more than 200 Customer Service Points in
61 allowable districts all over the country.
Through 19 ROBI Customer Care Centers, 24/7 Support Helpline and 200+ ROBI care
contacting ROBI has never been easier. Our competent customer service staff will guide
you

through

the

services

and

will

ensure

that

your

needs

are

met.

You can also SMS us at 8123 (from your ROBI number) and e-mail to
For more details on the different ROBI Customer Service Points, please click on:
ROBI has now extended its customer service delivery to 443 Channel Partners across
the country. In addition to selling ROBI products, these 443 Channel Partners are now
providing the following customer services:
SIM Change

Scheme Migration (Postpaid)

Re-initialization (Prepaid)

Itemized Bill (Postpaid)

Reconnection (Postpaid)

Activation of Value Added Services

Ownership Change (Postpaid)

Easy Load

Address Change (Postpaid)

The location of nearest Service Point is available at your fingertips. Please go to the
MESSAGE option of your handset and follow the below instruction using UPPER CASE:
Type name of the area (first three letters) space type name of the district
(first three letters) Send to 8734
For example, if you want to know the address nearest ATP of Hazaribag, Dhaka,
your message will be:
Customer Care Centers

Overview

ROBI Customer Care Centers have been established to meet all your needs and
demands, under one roof. Staffed with professionals, these Centers cater to any queries
that you may have regarding ROBI and its products / services.
Any support regarding your ROBI connection, be it as simple as paying your bills or
activating any of ROBIs innovative value-added services, is available at these Centers.
Our vibrant and experienced customer service team aim to provide you with a unique
quality experience that will make your realize how important you are to us.
16

You are most welcome to visit us at any one of the 19 ROBI Customer Care Centers that
are currently operational in select cities, with many more to open shortly. For more
details on ROBI Customer Care Centers and the services available, please clicking:
Customer Care Centers

CCC Services

Basic Requirements for airs:

An ROBI regular post-paid subscription with IDD facility
An International Credit Card with at least 6 months validity in customers own name or

Foreign Currency Account (Only for corporate customers.)

Security
Deposit

Tk.

10,000
Tk.

for
50,000

Bangladeshi
for

(Refundable)
Nationals
Foreigners

No Security Deposit for Corporate Customer authorizing auto debit facility

TK 10,000 for Corporate Customer without auto debit facility.

* ROBI offers special discount on International Credit Card from partner Banks.

Additional requirements for an Individual customer

Properly filled up and signed airs Registration Form, available at ROBI Customer Care Center

Two copies of colored passport size photographs of the customer attested by Class 1 Gazetted O

ROBI Representative
Photocopy of ownership document

Photocopy of the first seven pages of the customers passport attested by Class 1 Gazetted Officer

Enlarged photocopy of both sides of the International Credit Card

Properly filled up Authorization Form prescribed by ROBI, authorizing ROBI to collect the Security

(in USD) against the International Credit Card

Photocopy of Work Permit (in case of Foreign Nationals only)

Security Deposit in USD equivalent to BDT 10,000 only for Bangladeshi Nationals and BDT 50,000

Foreign Nationals against the authorized International Credit Card

Bank Certificate in case of Foreign Currency Account

Additional requirement for a Corporate Customer

A letter on Companys letterhead pad from authorized signatory of the Company,
authorizing the user of the mobile to avail airs and guaranteeing payment/settlement

of bills.
Company wants airs subscription on its ROBI mobile no 018 XXXXXXX

User name & designation

Users international Credit Card no. from which all the bills and security deposits
related to International Roaming will be charged
17

Properly filled up Authorization Form prescribed by ROBI, authorizing ROBI to collect

the Security Deposit (in USD) against the International Credit Card of the individual

Checklist for the Requirements

Subscription paper
The total Security Deposit (including airs deposit) against the subscription will be
treated as the Credit Limit for the customer. If the accumulated charges (billed +
current usage, Local + Roaming) exceed the Credit Limit, the connection may get
barred automatically
To avail uninterrupted service, the customer may increase the Security Deposit in slabs
of Tk. 10,000 to be paid in USD against the International Credit Card
A proper handset (compatible with the visiting network) is a must to use airs facility while
roaming abroad
Acceptable International Credit Cards for airs
ROBI accepts the following International Credit Cards* for airs related transactions:
Master Card
VISA Card
To get an airs connection ?
Anyone interested to subscribe for an ROBI roaming connection needs to contact ROBI
Customer Care Centers in Bangladesh.
To pay airs bills - There will be two parts in your monthly bill: one part for local calls and
one part for roaming calls. The Roaming bill has to be paid in USD against the
International Credit Card in the following ways:
By coming in person with airs bill at ROBI Office:
Silver
52,

Tower
South

Customer

Gulshan

C/A

(2nd Floor),

Barik

Care,
Gushan

-1,

Dhaka- 1212
Saber

Plaza

Building

Moor,

161 Strand Road, Agrabad C/A Chittagong.

By sending another person (representative) with properly signed Authorization Form
with airs bill, specifying the amount and month along with photocopy of both sides of
the International Credit Card

International Roaming
18

Visitors to Bangladesh

Visitors to Bangladesh-Inbound Roamers

While you are in Bangladesh selecting AKTEL Network as your choice for telephony
communication will connect you to the most reliable and powerful network with extensive
nationwide and worldwide coverage.
ROBI offers the most comprehensive nationwide coverage
ROBI has connectivity in 64 Districts out of 64
Selecting ROBI Network:
Once you arrive in Bangladesh you can log to ROBI network in either of the following
ways:
Automatic Selection
Phone sets are by default configured on automatic network selection.
When you reach Bangladesh your phone set will search for available networks and

will select a network automatically. Make sure the selected network is ROBI.
The network code of ROBI will be displayed any of the following: ROBI, BGD 02,

470 02, BGD AK, BGD ROBI or BD

ROBI.

Manual Selection
If you are unable to access ROBI network automatically then you can search for the

list of available networks by browsing your phone set.

For instance, in a Nokia Handset:Go to Settings followed by Phone Settings and then

Network Selection or can refer to the phone guide.

After a few moments, you will find a list of available networks. Then select ROBI ,
BGD 02, 470 02 , , BGD ROBI or BD ROBI anyone of which is displayed and
you will be connected to ROBI.

Please note that to roam in ROBI Network your handset has to be compatible with GSM
900or 1800 Network.
International Calls
For international Calls dial the international access code, the country code, area code for
fixed phone or mobile code (without leading zero) before calling. Example: if you are
calling a fixed phone in Canberra Australia you will dial
+61 2 XXXX XXXX or 0061 2 XXXX XXXX
For any inquiries please call the 24/7helpline for International Roaming at +8801819
232477 (AIRS) or email us at [email protected]

19

We are there for you 24 hours a day 7 days a week 365 days a year
Special Offers of ROBI
Pre-Paid
All Prepaid packages fof ROBI now transforms into a single package A package
that delivers singularity, a refreshingly new identity brining in simplicity and
desirability only for you!
Why ROBIPrepaid?
Prepaid Kingdom of ROBI offers all its Prepaid customers:
Single prepaid package with attractive and simplified call rates
Freedom of choosing any single ROBI number as Partner (Special FnF) to stay in

touch with the dearest one and enjoy greater cost benefits
Full BTCL connectivity with FREE BTCL incoming

Economy ISD (EISD) facility to call 55 countries of the world by dialing 012

Extended and simplified refill validity for ease and freedom

Nationwide EasyLoad facility

Nationwide Internet connectivity

All available Value Added Services (e.g. SMS, MMS, GoonGoon, ringtone, wallpaper,
games, animation downloads)

Get a new connection:

Package price Tk. 149
Welcome gift of Tk. 25talk-time upon activation (applicable for any purpose)
30 days validity on activation
Available at ROBI Customer Care, ROBI Touch Points (ATP) & all the mobile outlets

nationwide
Recharge your prepaid account.

Using Scratch card:

1. You can recharge your AKTEL Prepaid Account by purchasing any available amount
scratch card from any retailer.
Validity Period of prepaid scratch card

Validity period (days)

Voucher (BDT)
10 99

30

100 299

60

20

365

300 1000

*Note: Applicable for both Scratch Card and Easy-Load (PIN and cash)
Using Easy-Load:
You can also recharge your account by buying Robi Easy-Load ranging from BDT 10 to
any allowed amount from your nearest Easy-load shop. You can also recharge your
account by buying secret numbers of available amount from Easy-Load shops.
To Enquire Account Balance and Validity:
Type *222# and dial (Free of Charge)
To Enquire Bonus Account Balance and Validity:
Type *222# or *222*1# and dial (Free of Charge).
For prepaid tariff.
For details on FnF and Partner number setting.
d. GSM Technology
The Cutting-edge Technology:
GSM stands for Global System Mobile communications. GSM is the worlds most
advanced and extensively used mobile phone system. More than 20 million subscribers
in almost 130 countries worldwide and A Robi in Bangladesh use the latest GSM
technology because AKTEL are committed to give the customer the very best.
AKTEL subscribers enjoy the following GSM features without bearing any additional
costs: * Calling Line Identification Presentation (CLIP)
Display of the phone number of an incoming call in subscribers handset before the call
is answered.
Call Waiting and Holding
While talking to the first caller, subscribers will hear a special tone informing subscribers
about the second call on the line. At that moment subscribers can put the first caller on
hold and talk to the second caller.
*Call Forwarding

21

Call forwarding lets subscribers redirect or re-route subscribers call to another AKTEL
mobile or any other fixed (if subscriber have BTTB connectivity) or mobile phone.
* Call Barring
Enables subscribers to restrict certain types of calls to be made from subscribers
mobile. This feature is especially important for security purposes.
Mobile Internet
With Mobile internet AKTEL opens up the vast world of internet for you. Browse HTMLpages, enjoy online chatting, download files, read e-mail, and enjoy other Internet
services.
How can I enjoy Mobile Internet?
1. You can browse directly from your handset
2. You can connect your handset** + SIM to a Laptop/Desktop PC to start web surfing
To set Mobile Internet:

Dial *140*7# and select Internet setting

Enter your handsets model number and appropriate settings will be

delivered to your handset

Save the settings as default and if required put 1234 as PIN

You

can

get

settings

by

sending

SMS

to

8738

as

below:

web<space>manufacturer&model (Example: web nokia7610)

For assistance call 123

Charges
Pay-per-use: Tk. 0.015/Kb (available to all as default/start-up)
Monthly unlimited: Tk. 750/month (available to Postpaid customers only through
subscription)

d)

Suspend registration

e)

Resume registration

The Areas under Robis Network

Robi Beliefs:

22

Robi strongly believes that subscribers are the most valuable assets. The company has
a strong Customer Service. To always be with customer, Robi Help Line is there.
Robi has successfully migrated to a new switch with higher capacities in terms of
accommodating higher customer base and as well as to let them use all the basic and
supplementary services under GSM technology. It introduced the both-way national
roaming all through its network coverage. The Pre-paid services with enhanced features
have been commercially commenced successfully and now the company taking some
projects to accumulated more advanced technological features in network.
In terms of network quality, the company will ensure the equipment of world-class
standard but more importantly its size or capacity is catered to the right dimensioning of
customer base, in order to overcome the drop calls problem or call congestion. All these
are done through proper planning, control and schedule maintenance program.
The company maintains the benchmark for providing the quality services. It monitors
these through generating regular report and on site survey. If any weak signal or drop
call comes to notice, skilled engineers are providing services round the clock and
resolve the problem instantly.
The most important key resource factor at AXIATA is its efficient human resource.
Moreover, its decisions are based on facts from market research and coverage survey.
Furthermore, the entire thing can only be achieved through the right people. Robi has
put its sharp eye in developing its employees through proper training, as it believes that
the most important asset for AXIATA is its staff members. The company is trying its best
to ensure the quality services by quality people. It has the plan to give opportunity to
every household to use cellular service in the country at the competitive price providing
unparalleled quality service and customer care. In achieving this goal, the company cant
wait for more interconnection facilities with the fixed network. The company is planning
to enforce strong efforts to create its own independent network. It has already started
Dhaka-Chittagong Robi backbone.
Findings and Analysis:
The researcher divides the questionnaire into two parts in the findings and analysis
segment;

23

these are general information and customer satisfactory of the users. These two parts
will give a clear idea about the customer preference towards Robi connection.
a. Profession of the Respondents:
Table-1: Profession of the respondents
Particulars

Frequency

Percentage

Service

43

43.00%

Business

7.00%

Student

40

40.00%

House wife

6.00%

Others

4.00%

The above picture shows most of the users of Robi connection are service holder which
is 43%. 40% of the total respondents are student, 7% are Businessmen, 6% are
housewife and 4% are in other category. It indicates that most of the respondents are
either student or service holder.
Monthly Income of the Respondents:
Table-2: Monthly income of the respondents
Particulars

Frequency

Percentage

Below 6,000

11

11.00%

6,000 10,000

23

23.00%

10,000 15,000

35

35.00%

15,000 20,000

16

16.00%

20,000 25,000

9.00%

Above 25,000

6.00%

The highest percentage of respondents monthly income level is between Tk.10, 000 to
Tk 15,000, which is 35%, second highest percentage is 23% which income level is Tk.
6,000 to Tk. 10,000. So the middle class people use Robi prepaid connection most.
c. Recharging the Mobile Phone:
About the question of how much do you recharge each month using scratch card? The
followings are found.
Table-4: Recharging the mobile phone
Amount(Tk.)

Frequency

Percent

Tk. 300

81

81.00%

24

Tk. 600

12

12.00%

Tk. 1200

5.00%

Tk. 2400

2.00%

The above table show, most of the respondents recharge their mobile by Tk. 300
scratch card, which is 81 % and 12% are by Tk 600. It indicates that most number of
AKTEL prepaid users use Tk 300 scratch card.
Reason for Using a Mobile Phone:
Table-7: Reason for using mobile phone
Particulars

Frequency

Percent

Keep in touch with family

47

47%

Business

7%

Keep in touch with friends

19

19%

Office use

23

23%

Others

4%

The graphs show that most people use mobile phone to keep in touch with their
families. 47% respondent said that it is their main usage of mobile phone. 23% use
mobile connection for official use and 19% to contact with friends. Only 7% uses mobile
phone for business reasons.
In the second part of the survey, which is addressed as the customer preference for
using Robi prepaid connection, is divide into six segments, which are Quality,
Recognition, Facility, Commitment, Promotion and Packing. This part will give us a clear
picture why the customers give preference to Robi prepaid connection
h. Quality:
e. The Low Startup Cost:
After taking survey the following picture has been invented.
Table-8: The low startup cost
Particulars

Frequency

Percentage

Strongly Agree

24

24.00%

Agree

44

44.00%

Neutral

5.00%

Disagree

20

20.00%

Strongly Disagree

7.00%

25

After analyzing this data, 44% of the total respondents agree with the statement, 24%
strongly agree while other 20% respondents disagree with it as well.
f. Satisfaction with the Network Coverage:
Table-9: Satisfaction with the Network coverage
Particulars

Frequency

Percentage

Strongly Agree

63

63.00%

Agree

22

22.00%

Neutral

0.00%

Disagree

12

12.00%

Strongly Disagree

3.00%

Customers are satisfied with the network coverage of Robi. 52% of the total
respondents strongly agree with the availability of the network coverage of Robi, 33%
agree with it. So there are a little bit objections about Robis network coverage, which is
one of the main advantages of Robi over its competitors.
f. Recognition:
* Market Reputation of Robi:
After taking survey the following picture are to be invented.
Table-1: Market Reputation of Robi
Particulars

Frequency

Percentage

Strongly Agree

17

17.00%

Agree

54

54.00%

Neutral

6.00%

Disagree

16

16.00%

Strongly Disagree

7.00%

17% of the total respondents strongly agree that Robi has a good reputation in the
market, 54% agree with it. On the other hand 7% respondents are strongly disagreeing
with the strong market reputation of Robi. The market reputation is quite satisfactory for
Robi.
Providing New Technology and Related Services:
Table-11: Providing New Technology & related services
Particulars

Frequency

Percentage

Strongly Agree

19

19.00%

26

Agree

41

41.00%

Neutral

13

13.00%

Disagree

21

21.00%

Strongly Disagree

6.00%

The above table and graph illustrate Robis new technology and services (SMS,
Voicemail, AIRS, Information Service, GPRS etc) where 41% respondents agree with
the related features, 19% respondents strongly agree with it. The respondents are
agreeing with this statement that Robi provides the latest technology and related
services.
g. Commitment:
* Satisfaction with the Duration of Scratch Card:
Table-14: Satisfaction with the Duration of Scratch Card
Particulars

Frequency

Percentage

Strongly Agree

9.00%

Agree

29

29.00%

Neutral

5.00%

Disagree

6.00%

Strongly Disagree

51

51.00%

Duration of prepaid scratch card is very important for the subscribers. The above picture
shows that 51% of the total respondents strongly disagree with the validation time of the
card and in contrast 29% respondents agree with it. So it can be a worrying factor for
AKTEL.
Low Call Charge per Minute:
Table-15: Low Call Charge per minute
Particulars

Frequency

27

Percentage

Strongly Agree

6.00%

Agree

20

20.00%

Neutral

3.00%

Disagree

7.00%

Strongly Disagree

64

64.00%

64% of the respondents are Strongly Disagree about the low call charge per minute.
Only 20% are agreed and 6% are Strongly Agree, Which indicate a total of 26% are
satisfied with the call chare by the Robi. It indicates the Robi dont give the low call
charge over the customer with the Robi Prepaid connection.
Take Prompt Action in Case of any Dissatisfaction:
Table-15: Take prompt action incase of any dissatisfaction
Particulars

Frequency

Percentage

Strongly Agree

11

11.00%

Agree

23

23.00%

Neutral

17

17.00%

Disagree

39

39.00%

Strongly Disagree

10

10.00%

The graph represents that 23% agrees with the statement that GP take prompt action in
case of any dissatisfaction with the service. 17% are neutral and 39% disagrees with the
statement.
k. Promotion:
**Promotional ActivitiesTable-16: Promotional Activities
Particulars

Frequency

Percentage

Strongly Agree

19

19.00%

28

Agree

46

46.00%

Neutral

3.00%

Disagree

26

26.00%

Strongly Disagree

6.00%

Advertisement plays a vital role in any business. When asked about this question 46%
respondents agree that before buying this connection they were encourage to see the
advertisement in billboard, newspapers, TV etc. 19% strongly agree with the statement.
h. Packing:
Awareness of the Product:
Table-16: Awareness of the product
Particulars

Frequency

Percentage

Strongly Agree

21

21.00%

Agree

44

44.00%

Neutral

16

16.00%

Disagree

12

12.00%

Strongly Disagree

7.00%

About the awareness of the product of the customers are at AKTELs side. 44% of them
Agree and 21% strongly agreed with it. No of disagreeing of people are small, only 7%
strongly disagree.
Strategic Analysis:
After finishing the findings part it was found that the customers feedback is quite
interesting. Now the researcher is trying to analyze the findings and these are follows:
Among the respondents a few number of customers profession are house wife and
businessman. The majority of prepaid subscribers are service holder and student. They
mainly use this connection to keep in touch with their family and for official use. Majority
subscribers ages are from 20 to 35 years.
People who have high incomes do not prefer Robi prepaid connection that much. They
prefer regular or post paid connection. Persons who have limited and low income are the
main user of prepaid connection. Thats why the number of respondents of low monthly
income is high.

29

People uses Tk. 50 scratch card the most and usually waits for the full expiry of the
scratch card before refilling a new card.
Mainly for the budget constraint customers wait for the valid date for the scratch card
and this percentage is quite high. Some are buying cards monthly because they have an
allowance for the mobile phone cards in that duration.
There are many reasons for using mobile phone, the service holders use cell phone for
official use, housewives and students to communicate with their family and friends. The
respondents reason for using mobile phone varies on their profession. Although a high
percentage of respondents responded that they mainly use the mobile to keep in touch
with their family.
Earlier it was mentioned that the second part of the survey will give a clear picture, why
the customer prefer the Robi Prepaid connection. To know the customers view about the
product the researcher asked the respondents about quality, recognition, facility,
commitment, promotion and packing.
First segment is quality where the researcher asked about the low startup cost and
network coverage. The customers agreed with the startup cost of the connection. On the
other hand the customers have an objection about the network coverage of Robi. They
said Robis network is going to be effective in Bangladesh.
In the second part, which is recognition, concedes market reputation, image of the
company etc. Robi has a good reputation in the market after launching the Easy
prepaid connection, with their expansion of network, clear sound, attractive phone set
etc, they were able to get a firm grip on the market.
Customers prefer or choose one product or service when a company provides good
facilities to it. Here Robi does the same; they offer good facilities to their customer and
try to satisfy them. The subscribers agree that Robi provides new technology often.
Providing new technology and related service means SMS, GPRS, Voicemail, and
Infotainment Service etc. Some customers face problems because sometimes they do
not know how to operate these services. These respondents are not familiar with the
technology and services because they do not know how to active these options. The
number of respondents who agree with the off peak hour system are high. They like the

30

idea of low call rate system for a specific period of time. But people who disagree with it
have complained about the timing of the facility. Some respondent argue that the
number of people to which they can select this option should be at least 3.
The commitment segment contains duration of scratch card; low call charge per minute,
taking prompt action against dissatisfaction with the services etc. Customers are not too
satisfied with the duration of the scratch card. The present duration of the Tk. 300
scratch card is 30 days and 45 days for Tk. 600 scratch card. Subscribers strongly think
that the duration of the Tk. 300 scratch card is effective in 30 days. It would be very
convenient for them. Because then they can buy cards monthly. Some subscribers
suggested that at least they should have the opportunity to receive incoming call for 30
days. Subscribers are clearly dissatisfied with the call rate per minute. They think
although Robis network coverage is good enough, they should lower their call charge.
They think it is too high. The other companies are charging less than them.
a. Reasons for Introducing such Kind of Connection:
When Robi introduced itself as a mobile phone company, they did not have prepaid
connection in their product list. Before launching this connection, their market was not
expanded. After launching this, the market of Robi had boomed within couple of years
and became popular to the customer. Robi authority thought on the people of
Bangladesh, most of them are middle class who cannot afford the postpaid connection
because of monthly connection charge. As a result the consumer chooses pre-paid
connection. The researcher was interested to find out the reasons that influenced Robi
to come up with this pre-paid connection. It was found that mainly two reasons were
behind introduction of such category of connection.
To Expand the Business:
After introducing prepaid connection in the market, Robi expanded their market all over
the country promptly. Robi launched prepaid connection after Grameen Phone (a
popular telecom company), City Cell, Bangla Link and It captured market very quickly in
the prepaid connection subscriber in the whole telecom sector. It is very clear that the
prepaid connection helped them to expand their market.
To Capture the Market:

31

Among the cell phone companies in Bangladesh, Robi deserves much popularity in the
pre-paid connection in this country and hence captured the mobile phone market
effectively. As a new company Robi invested hugely and expands their network
coverage all over the country and got the result promptly. They took huge risk in their
business operation. Thus Robi takes the challenge to be the next Market Leader of the
cell phone industry by the help of easy prepaid connection.
b. Why the People Prefer Robi:
There are lots of reasons behind the customer for preferring Robi connection. These are
as follows:
A service holder or Student who has limited income, prefer this connection where it is
convenient for them to use a connection with no monthly bill. If they have some finance
problem they can go on by not using mobile for few days.
Customers monthly income affects the type of mobile connection they use to
communicate with others. In my survey it was found large number of respondents
income level is between Tk.10, 000-15,000, and it is easy for them to use the Robis
prepaid connection. Because they do not have to pay monthly charge for using post-paid
connection.
Subscribers are satisfied with their network coverage that captures almost the whole
area in Bangladesh. They said it is the main strength of Robi over its competitors.
Subscribers are not too happy about the scratch card duration the company provides
currently. But it has some other facilities than other prepaid connection. It has 30
seconds pulse from the first minute and so people prefer Robi Pre-paid connection than
others.
Subscribers prefer Robi because of their market reputation also. It has succeeded to
create strong market reputation over the years.
Another reason is off peak hour system for which the respondents prefer this connection,
which gives the half rate from the peak hour. By which a customer talk with others more
than half rate.
People are not too happy with the customer service they provide in case of any
dissatisfaction with the service. They said if they complain about anything it took some

32

time for them to take action against it. They also have to wait in a long queue when they
want to meet customer service centers officials for any reason.
The standard connection (Mobile Standard) is another reason people prefer Robi Prepaid connection because of they could use both way (T&T incoming and outgoing). Here
they select the standard packages as they can talk with their homes, offices, or
anywhere by using scratch card. This option is very popular with the customers.
Robis advertisements are more attractive than others. It has big, nice looking billboards,
TV advertisements, and sponsors regular TV news headline in popular channels.
c. Preference Pyramid of Robi Connection:
Figure-22: Preference Pyramid of AKTELs Prepaid Connection
This pyramid represents the customers preference towards Robi Pre-paid connection.
The bottom two levels represents areas where the preference level is low and the first
three levels shows the main reasons the subscribers are using this connection.
When a customer buys a cell phone connection then they compare their connection with
the other connections in the market. Here the researcher is trying to find out the
preference level of the customer. The bottom preference level represents less customer
preference to Robi Pre-paid connection.
Call charge per minute: Subscribers think Robis call rate per minute is competitive and
customers are mostly satisfied.
Duration of scratch card: Here also the preference level is high. Subscribers are
satisfied with the availability of the scratch card they are currently providing- the duration
of 365 days for Tk.300 and 30 days for Tk.100 scratch card.
Network coverage: Robi has wide network coverage in the country than any other cell
phone companys network and the fifth level contains this preference level. Most of the
respondents are happy with the network coverage of Robi. Mainly for this reason the
customer can pay more call charge per minute. Wherever they go they find Robis
network. The customers preference level is high here and their preferences to Robi
mainly exist between these first three levels. For a mobile phone connection the
network plays a vital role and which attracts the customer. Robi going to reshuffle its
network solution to catch the customer first across the country

33

After analyzing my findings I found the customer preference level exists between the first
two levels, which are network coverage and off peak hour system in the pre-paid options
provided by Robi
 Presently Robi is doing very nice by offering people scratch card Tk.300 for 180 days
and Tk.600 for 365 days in their business. This is a dynamic offer in the Pre-paid
connection service for the first time in Bangladesh. They have subscribers over 2 million
but they dont have huge number of subscriber as like Grameen Phone (GP). To stay
ahead in such competitive market Robis authority should realize the customers needs
and wants and provide facilities to them according to that.

The suggested

recommendation may help Robi to increase their number of subscribers and increase
the satisfaction of the current subscribers.
 Robi should offer the special hour as my time to motivate the Pre-paid customer.

Conclusion:
The present study has attempted to describe the customer response on Robi connection
in perspective of different area. More specifically in this study customers view regarding
the suitable Pre-paid connections offered by Robi has been discussed. The company
successfully active in the three Pre-paid packages like Standard (BTTB incoming and
outgoing), Mobile plus (BTTB incoming), and Mobile link (Mobile to mobile) and with
different services. The intention of this study was to find out the customer satisfaction
by using these three prepaid options offered by Robi. Selecting the right package is very
much important for communication. People need to communicate effectively. So, it is
very important to select different packages and from the survey it was found that the
customers consider standard as the most suitable option in Robi. Here the customer
could easily communicate with the BTTB by using Pre-paid card suddenly. It was also
found that people prefer Pre-paid option for the duration of 180 days for Tk.300 and 365
days for Tk.600 scratch card, also the e-fill system.
In some cases, customers make objections seriously for the RobiS comparatively low
powered network coverage and its frequency.

34

Now, A Robi has more than 2 million customers and 90% of it is a Pre-paid customer, so
Robi should take more care for its Pre-paid customers for the companys better
satisfaction.
We know that mobile call rate of Bangladesh is higher than from rest of the world. So
Robi as a mobile company of this country it should take step to minimize the call rate.
However, I hope this study may help to identify the reaction of the current position on
Robi Pre-paid customer and their satisfaction at the extreme level. I hope the findings
and analysis, recommendations that are suggested in the report will help Robi to fulfill
the demand of the customer precisely.
Recommendation:
The recommendations given below are not decisions; rather they are only suggestions to
improve the customer service in order to fulfill the customer satisfaction so that
subscribers give more preference to Robi Pre-paid connection. The recommendations
are made on the basis of survey findings and analysis and these are:
 Recently the customers are facing some network problem with Robis network, AKTEL
should be more careful about it. Robis network is not as good as like Grameen Phone
(GP). In response to customers objections of the RobiS (comparatively) low powered
network coverage and its frequency, it should make concentration seriously on its
network coverage and frequency.
 They have to remember that their main advantage to catch the customer first all over
the country. So they should improve the network coverage and at the same time network
solution.
 Although Robi provides new technology and services, they should make it more clearly
to the customer. Because it has been noticed that many customers are ignorant about
how to use some value added services and may not well informed about the recent
packages.
 Robi can emphasize in newsletter or advertisement on how the customer can use
these services.
 The off peak hour system should be extended, because according to the findings and
analysis, the respondents have objection about the timing of it.

35

 There is dissatisfaction among the respondents about the call charge per minute. The
respondents said that Robi should reduce call charge per minute again.
Terms Used in this Report
STD- Standard
ISD- International System for Dialing
NWD- Nation Wide Dialing
GSM- Global System for Mobile
CDMA- Code Division Multiple Access
TDMA- Time Division Multiple Access
FDMA- Frequency Division Multiple Access
PSTN- Public Switch Telephone Network
OPPS- One Pre-Paid Service
VMS- Voice Mail Service
VAS- Value Added Service
SMS- Short Massage Service
CLIP- Calling Line Identification Presentation
SIM- Subscriber Identification Module
AIRS- AKTEL International Roaming Service
NBTP-Night Bird Talk Plan
F&F- Friends & Family
IDD- International Direct Dialing
Bibliographical References
Books:
1. Cooper, R. D., Schindler, S. P., Business Research Method McGraw-Hill Irwin
17th edition, 2001, New York
2. Philip Kotler, Marketing Management Prentice-Hall international,
The Millennium Edition, 2001, New Delhi
9. C. R. Kothari, Research Methodology, New Age International (P) Limited,
Publishers,
2nd edition, 2005

36

Articles:
*Different daily newspapers.
* Newsletter of Robi publications for customer.
* InterAKT, Robis- internal publications for employees.
* Latest tariff reports of Robi.
* Handbills of different packages and offers and services.
* www. Robi.com
* www.citycell.com
* www.grameenphone.com
* www.banglalink.com

37