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CUSTOMER PERCEPTION OF THE IMPORTANCE OF VALUE ADDED SERVICES PROVIDER BY THE VARIOUS MOBILE PHONE OPERATORS IN THE CONTEXT OF BANGLADESH.

by

Faisal Rezwan ID: 0220227

An Internship Report Presented in Partial Fulfillment of the Requirements for the Degree Bachelor of Business Administration

INDEPENDENT UNIVERSITY, BANGLADESH September, 2007

CUSTOMER PERCEPTION OF THE IMPORTANCE OF VALUE ADDED SERVICES PROVIDER BY THE VARIOUS MOBILE PHONE OPERATORS IN THE CONTEXT OF BANGLADESH.

CUSTOMER PERCEPTION OF THE IMPORTANCE OF VALUE ADDED SERVICES PROVIDER BY THE VARIOUS MOBILE PHONE OPERATORS IN THE CONTEXT OF IN BANGLADESH.

by

Faisal Rezwan ID: 0220227

has been approved September, 2007

Mr. Rumman Hassan Lecturer School of business INDEPENDENT UNIVERSITY, BANGLADESH

September 13, 2007 To Mr. Rumman Hassan Lecture, School of Business Independent University, Bangladesh Subject: Submission of Internship Report Dear Sir, It is a great pleasure for me to submit the report on “The customer perception of the importance of value added services provided by the various mobile phone operators in the context of Bangladesh.” I found this study to be useful and practical where the intent was to incorporate the Knowledge gathered throughout the period of my graduation. The intriguing part was the data collection period where I came to learn different type of Value Added Services. I tried to the maximum competence to meet all the dimensions required from this report. However some of the aspects are unintentionally overlooked. It is hoped that you would ignore any discrepancies considering my limitations. This report has enlarged my level of knowledge and I truly realize the importance of working with this assignment. Any sort of clarifications needed regarding this report will be met right away. Sincerely Yours,

Faisal Rezwan ID# 0220227

Acknowledgement
In the preparation and finish this internship report, I acknowledge the support and assistance given by a number of people and institution. I am most grateful to the Grameenphone Regulatory and Corporate Affairs department to give me the opportunity to complete my internship in their organization. I would like to express my gratitude to my Supervisor at IUB Mr. Rumman Hassan for providing me detailed feedback and advice on this report. He always gave me his suggestions in making this study as flawless as possible. I also want to give my special thanks to Kazi Md. Saiful Alam, A.T.M.Monirul Islam, and others from Regulatory and Corporate Affairs department. Also to Grameenphone for provides all the supports in the organization. Special thanks go to the respondents, who spared their time generously, and took the trouble of answering a detail Questionnaire and helped me to complete my study. I also like to thank my family and friend for giving me continues support and suggestions. And never the less above all my heartiest thanks goes to all mighty Allah without his help I would not be here.

Table of Content Subject
Executive Summary………………………………………………………... 1.0 Introduction…………………………………………………………... 1.1 1.2 1.3 2.0 3.0 Purpose of the study………………………………………….. Limitations of the Study……………………………………… Research Timeline……………………………………………

Page No
01 - 02 02 02 - 03 03 03 04 - 07 08 08 - 09 09 10 10 11 11 - 12 12 - 13 13 14 14 15 15 15 - 16 16 16

Literature Review.................................................................................. Common VAS of Different Operator………………………………... 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 SMS (Short Message Service)……………………………….. Friends & Family…………………………………………….. MMS (Multimedia Message)………………………………… Voice Messaging Service (VMS)……………………………. Miss Call Alert……………………………………………….. Internet Service………………………………………………. Information Based Services………………………………….. Welcome Tune……………………………………………….. Download Services…………………………………………... Balance Transfer Service……………………………………..

4.0

Unique VAS of different operators…………………………………... 4.1 4.2 4.3 4.4 Health Line Service…………………………………………... PayForMe Service……………………………………………. Utility Bill Pay……………………………………………….. Cell Bazaar……………………………………………………

4.5 4.6 4.7 4.8 4.9 4.10 5.0

Yellow Page………………………………………………….. Voice Portal 4848……………………………………………. Payment through ATM………………………………………. Financial Services……………………………………………. SMS Banking………………………………………………… Stock Exchange Service……………………………………….

17 17 18 19 19 - 20 20 20 20 - 21

Results and Overview of Findings…………………………………… 5.1 Findings of question no. a) 1…………………………………. 5.1.1 Discussion 5.1.2 Analysis 5.2 Findings of question no. a) 2…………………………………. 5.2.1 Discussion 5.2.2 Analysis 5.3 Findings of question no. a) 3…………………………………. 5.3.1 Discussion 5.3.2 Analysis 5.4 Findings of question no. a) 4…………………………………. 5.4.1 Discussion 5.4.2 Analysis 5.5 Findings of question no. a) 5…………………………………. 5.5.1 Discussion 5.5.2 Analysis

21

21 - 22

22

22 - 23

5.6

Findings of question no. a) 6…………………………………. 5.6.1 Discussion 5.6.2 Analysis

23

5.7

Findings of question no. a) 7…………………………………. 5.7.1 Discussion 5.7.2 Analysis

23 - 24

5.8

Findings of question no. a) 8………………………………… 5.8.1 Discussion 5.8.2 Analysis

24

5.9

Findings of question no. a) 9…………………………………. 5.9.1 Discussion 5.9.2 Analysis

24 - 25

5.10

Findings of question no. a) 10………………………………... 5.10.1 Discussion 5.10.2 Analysis

25

5.11

Findings of question no. a) 11………………………………...

25 - 26

5.11.1 Discussion 5.11.2 Analysis 5.12 Findings of question no. a) 12………………………………... 5.12.1 Discussion 5.12.2 Analysis 5.13 Findings of question no. b)…………………………………... 5.13.1 Discussion 5.13.2 Analysis 26 - 27 26

5.14

Findings of question no. c) (i)………………………………... 5.14.1 Discussion 5.14.2 Analysis

27 - 38

5.15

Findings of question no. c) (ii)……………………………… 5.15.1 Discussion 5.15.2 Analysis

28

5.16

Findings of question no. c) (iii)………………………………. 5.16.1 Discussion 5.16.2 Analysis

28 - 29

5.17

Findings of question no. c) (iv)………………………………. 5.17.1 Discussion 5.15.2 Analysis

29 - 30

5.18

Findings of question no. c) (v)……………………………….. 5.18.1 Discussion 5.18.2 Analysis

30

5.19

Findings of question no. c) (vi)………………………………. 5.19.1 Discussion 5.19.2 Analysis

31

6.0 7.0

Recommendation…………………………………………………….. Conclusion…………………………………………………………… References……………………………………………………………. Appendix……………………………………………………………...

31 - 32 32 32 - 34 35 - 46

List of Table Table No
Table 1.1 Table 2.1 Table 3.1 Table 3.2 Table 3.3 Table 3.4 Table 3.5 Table 3.6 Table 3.7 Table 3.8 Table 3.9 Table 3.10 Table 3.11 Table 3.12 Table 4.1 Table 4.2 Table 4.3 Table 4.4 Table 4.5 Table 4.6 Table 4.7 Table 4.8 Tariff of SMS Available products categories in Cell Bazaar Result of Question 1 Result of Question 2 Result of Question 3 Result of Question 4 Result of Question 5 Result of Question 6 Result of Question 7 Result of Question 8 Result of Question 9 Result of Question 10 Result of Question 11 Result of Question 12 Result of Miss Call Alert Ranking Result of Friends & Family Ranking Result of MMS Ranking Result of SMS Ranking Result of VMS Ranking Result of News Services Ranking Result of Information Based Services Result of Welcome Tune Ranking

Table Title

Page No.
09 16 38 38 38 39 39 39 40 40 40 41 41 41 42 42 42 42 43 43 43 43

Table 4.9 Table 4.10 Table 4.11 Table 4.12 Table 5.1 Table 5.2 Table 5.3 Table 5.4 Table 5.5 Table 5.6

Result of Balance Transfer Service Ranking Result of Download Services Ranking Result of GPRS / EDGE/ WAP Ranking Result of Cricket Update Ranking Grameenphone unique VAS Ranking Banglalink unique VAS Ranking Aktel unique VAS Ranking Citycell unique VAS Ranking Waridtel unique VAS Ranking TeleTalk unique VAS Ranking

44 44 44 44 45 45 45 46 46 46

The Customer Perception of The Importance of “Value Added Services”.

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Executive Summary
This research intends to describe the customer perception of the importance under the different value added services provided by the various mobile phone operators in Bangladesh. It is a descriptive research which gives an over all idea about the various value added services available. In addition this research will find out value added services are how much important for mobile users. The research is based on some structured questionnaire. The questionnaire was given to the users of the 6 existing telecom companies in Bangladesh. Total 72 respondents from Dhaka city were taken for this research. The sample size is divided into 6 sub-categories 12 individual each namely, Grameenphone, Banglalink, Aktel, Citycell, Warid-Telecom, and Teletalk subscribers of telecom industry in Bangladesh. Microsoft excel software was used for all sorts of calculation and graphical representation for the research. Based on the calculation all sorts interpretation and recommendation was given at the end. Each of the questions has its own calculation and diagram in this research paper. The literature review part is full of secondary information about the research. The terminological definition, explanations of the value added and the consumer perception is clearly described in this part of the research. In addition, common VAS of different operator part is added just for the readers to know more about the various available value added services provided by the different telecom operator in Bangladesh. There are mainly 12(twelve) common value added services provided by the different operators. Each of the value added services are explained and ranked based on their importance after analyzing the questionnaire. Last but not the list, based on the analysis recommendations are suggested for impotence of the telecom operators provided value added services. These recommendations will definitely give the

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overall view of value added services importance for Grameenphone and also the other existing telecom company of the telecom industry in Bangladesh. Finally, this research will encourage future study and useful guidelines for these types of research.

1.0 Introduction:
There are six mobile phone operators exist in the telecom industry of Bangladesh Grameenphone, Banglalink, Aktel, Citycell, Warid, and Teletalk. All the telecom operators are competing with each other in different way. Providing value added services is one of the ways for telecom operators to competing with each other for increase the number of subscribers. Since mobile phone has become very important for the users for day to day communication, mobile phone operators are providing so many other facilities to their customers apart from only talking over phone. The given facilities by the different operators are known as VAS “Value Added Services”. There are various VAS available, some of them are very general VAS among the different operators and a number of VAS is unique from each other. By providing unique VAS operators are competing along with each other.

1.1 Purpose of the study:
There has been a number of different value added services provided by different operator in the telecom industry of Bangladesh. Different operators are providing individually more then 25 types of value added services for their operators. Different operators are coming up with the different type of new value added services day by day.

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For a subscriber the main purpose behind using a mobile phone is to remain connect with the world through mobile connectivity. Our purpose of the study is to find out how much importance of the vale added services is given by the customer for using a telecom operator and which are the most significance different “Value Added Services” for the mobile phone users.

1.2 Limitations of the Study:
• Small Sample Size: Only 72 questionnaires have been conducted. The research topic is so

vast that this tiny amount of sample will not reflect the actual picture. • • Centralized study: All the samples were the inhabitants of Dhaka City Lack of concentration in filling up the questionnaire: Not enough time was there to fill

up the questionnaire properly. Also the levels of knowledge of the samples were not adequate for every question.

1.3 Research Timeline:
2007 June 30 Research proposal writing and literature review

2007

July 25

Data collection procedure

2007

August 20

Data analysis and interpretation of findings

2007

September 02

Final redraft of complete manuscript

2007

September 13

Submission of research paper

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2.0 Literature Review:
2.1 Consumer Perception and Value Added Services: At the very beginning of this study, it is important to show on the difference between value added and the consumer perception. In fact, adding value to services and achieving competitive advantage may be limited due to customer trust upon experience and acceptance qualities during the purchase decision (James F. Devlin).

Bharadwaj et al. (1993), Nayyar (1990) and Zeithaml (1988) suggest that extrinsic cues such as image and reputation may be particularly important in adding value in cases where consumer understanding of service offerings is limited. This is likely to be the case, in particular, where service offerings are complex and, as a result, highly “mentally intangible” to the average consumer.

The process of adding value and gaining competitive advantage becomes central to a firm’s competitive marketing strategy. Indeed, as has been illustrated by, among others, (Brownlie (1989), Cook (1983) and Day (1984).

Devlin, and Ennew (1997) showed that the particular factors emphasized in the value adding mix in attempts to add value and achieve competitive advantage may be contingent on the complexity of the service offering in question as well as the perceived knowledge and sophistication of the target market. In essence, this value adding element covers how the service is provided (Gronroos, 1988; Lewis, 1989; Parasuraman et al., 1991).

The use of ``added value'' has been widely advocated as a strategy for achieving competitive advantage in an increasingly hostile commercial environment and advice has been provided on the organizational processes involved in creating customer value (Band, 1991; Gale, 1994; Naumann,

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1995). Added value is a multidimensional construct, interpreted differently by different people. There are diverse roles that added values play and the more sustainable added values are the emotional values.

Jones (1986) claimed that added value formed the most important part of a brand's definition and was the primary basis for distinguishing a brand from a product. McCracken (1993) defined added value as brands' meanings for consumers in describing their actual and aspirational selves.

Gronroos (1997) observed that added value could be negative if it subtracted from the basic core value. Not all customers perceive an added value, either because some cannot use the extra services. Farquhar (1994) described ``adding value'' as surrounding the tangible features with distinctive benefits perceived by customers as adding value.

From a strategic perspective, Brandenburger and Stuart (1996, p. 6) defined the added value of a player as ``the value created by all the players in the Added value vertical chain minus the value created by all the players except the one in question''.

Normann and Ramirez (1994) suggested ``added value'' be replaced by ``the co-production of value'', whereby customers and suppliers jointly create value through complementing each other's activities.

Added value thus moved from being a means for differentiating an offer to a basis for choice, by means of cues that enable customers to recognize superior value and be more confident in their choice (Bloom and Reve, 1990; Hansen, 1972; Schmitt and Simonson, 1997). McCracken (1993) suggested a product's attributes may change over time, but the brand and the value it adds endure.

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According to David Walters, Michael Hallida, and Stan Glaser Kay (1939) suggested that adding value is a measure of the loss that would result to national income and to the international economy if the organization ceased to exist: adding value in this sense, is the central purpose of business activity. A commercial organization which added no value- whose output is worth no more than the value of its inputs in alternative uses-has no longer-term rationale for its existence.

Kay (1993) introduces the concept of added value as “the key measure of corporate success” and defines it as: Added value is the difference between the (comprehensively accounted) costs of the firm’s inputs. In this specific sense, adding value is both proper motivation of corporate activity and the measurement of its achievement. Added value in this context includes depreciation of capital assets and also provides for a “reasonable” return on investment capital (David Walters, Michael Hallida, and Stan Glaser).

The core value of a quoted company has three components: (a) Tangible Value reflects the bedrock of the real and tangible assets which will sustain the company’s value in times of crisis. (b) Premium value represents the value in excess of book value at which the company trades in the open market. This element is the source a company’s competitive advantage.

(c) Latent value represents the potential value within a company. Sources of hidden value might include operating efficiencies yet to be realized (Knight and Pretty’s 2000).

According to (David Walters, Michael Hallida, and Stan Glaser), Marketing by maintaining an ongoing “dialogue” with customers, is in a position to identify the costs and benefit of outsourcing or in-sourcing the item and the impact on added value. Beech (1998) argues that the departmental

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silos built into the traditional functional business organization structure only serve to inhibit customer satisfaction and therefore, added value.

Any value-adding strategy should take the objectives of relationship marketing, establishing, maintaining and enhancing relationships with customer at a profit, so that the objectives of the parties are met into account (Gronroos, 1994).

Human perception of quality is dependent on the visual image (Hetherington and MacDougall, 1992). Consumers have strong preference for products with appealing appearances (Clydesdale, 1975).

Zeithaml (1988) calls higher level abstraction. When customers are purchasing offerings where search qualities are important in the customers' perception of value and, hence, intrinsic attributes have a high predictive value, then customers will tend to rely upon those intrinsic attributes.

Kelley et al. (1990) observed that there is a link between service consumption and the presence of other consumers. The absence (or presence) of other consumers can therefore adversely (or positively) affect the service outcome and the consumers’ perception of what has been delivered.

Consumer perception of product quality as a purchase decision has been previously supported empirically (Barnard, 1990; Hoyer and Brown, 1990). Consumers’ perception of price was also correlated with their purchase decision (Corfman, 1991).

The better informed the consumer, presumably the more intelligent the purchase decision (Hoyer and Brown, 1990). Consumers’ perception of price was also correlated with their purchase decision (Corfman, 1991).

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3.0 Common VAS of Different Operator:
All six mobile phone operators has some common “Value Added Services” but at the same time they are giving the same services for their subscribers by adding extra benefit which may vary from the other operator who are providing the same services to their subscribers.

3.1 SMS (Short Message Service): This is the most general Value Added Service among the entire mobile phone operators. Any subscriber can send and receive SMS 24 hours among the same operator and also with the other operators in the country. Subscriber can also send and receive international SMS with the other countries mobile phone operator of the world. • world. • • • • world. • TeleTalk has not yet provided International SMS service for their subscribers. Banglalink covers 172 countries, 644 operators in six continents. Aktel allows sending and receiving SMS with more than 500 operators globally. Citycell Send and receive SMS to 415 operators across 162 countries. Warid Tel allows sending and receiving SMS to and from hundreds of countries of the Grameenphone user can send SMS to more than 100 million GSM subscribers all over the

Receiving local and international SMS of different operator is free, tariff of sending local and international SMS is different for each operator. The tariffs of SMS for different operators are as follows:

The Customer Perception of The Importance of “Value Added Services”.
GP Smile:Tk.1.50 Djuice:Tk.1.00 Tk.1.50 Tk.2.00 Tk.2.00 BLink LadisFirst:Tk.0.49 Desh:Tk.0.99 Tk.0.75 Tk.0.99 Tk.2.00+15%vat Aktel ...Tk.1.50… Tk.1.50 Tk.2.00 Tk.2.00 CityCell Tk.1.00 N/A Tk.2.00 Tk.2.00+VAT

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Warid ..Tk.0.50.. Tk.0.50 Tk.0.75 Tk.2.50 TeleTalk Tk.1.00 Tk.1.00 Tk.1.00 N/A

Pre-Paid Post-Paid Other International

Table 1.1: Tariff of SMS 3.2 Friends & Family: All six mobile phone operators are providing the FnF (Friends & Family) service. This service allows subscribers to talk in a much less cost than making a normal call by creating a quantity of operators number among the same operator or also with the other operators number. Subscribers can select their FnF numbers by sending SMS. Normal SMS charge is applicable for select FnF numbers. Subscribers also can send SMS to their FnF numbers in a less cost than a normal SMS charge. • Grameephone allowing FnF on SMILE (prepaid) - 3GP number, DJUCE (prepaid) - 2GP

number. • Banglalink allowing FnF on DESH (prepaid) – 3BL number, Ladies First (prepaid) – 4any,

Package1 (Postpaid) – 4any, Package2 (Postpaid) – 5any, and Package1 (Postpaid) – 3any. • Aktel allowing FnF no JOY PARTNER (Prepaid) – 3Aktel and 1 any, POWER (Prepaid) –

5any, PHURTI (Prepaid) – 3any and in all post-paid number 5 any number is allowed to select as FnF number. • Citycell allowing FnF no HELLO TOMAKE (prepaid) – 2any and ALAP CLASSIC

(prepaid) – 3 citycell number. • Warid-Tel allowing 5 any number as FnF no all pre-paid packages and in ZAHI 300

(postpaid) – 20 any, ZAHI 125 (postpaid), and ZAHI 50 (postpaid) – 15 any number. • Tele Talk allowing 3 any numbers as FnF on all prepaid number and 5any numbers on all

postpaid numbers.

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3.3 MMS (Multimedia Message): Multimedia Messaging Service (MMS) is an exciting way to share special moments such as birthdays, weddings and holiday pictures with your loved ones. Subscriber can even send pictures and video clips to e-mail addresses. MMS is vailable for Grameenphone, Aktel, and Warid subscribers. • Grameenphone subscribers have to pay Tk.5.00 and cost of international MMS is

Tk.15+VAT. • • Aktel charge Tk.2.00 for each MMS. Warid-Tel charge Tk.5.00 for each MMS.

3.4 Voice Messaging Service (VMS): Voice SMS is a unique service which enables the user to record a message or greeting and send it instantly. Through this service, subscribers may send a message as Voice instead of text. Subscribers will be able to record voice messages and send it to other. Grameenphone, Banglalink, Aktel, and Warid subscribers can use this service. • Grameenphone charges Tk.2.50 per minute (on-net / off-net) and for listening old VMS it

charges Tk.1.00 per minute. • Banglalink allowed to record and instruction up to 2 minutes. VMS charge is Tk.1.00 on-

net and Tk.1.50 off-net. The charge for retrieving VMS is Tk.3/2 min. • Aktel cost Tk.3.00 per min on-net and Tk.3.00 off-net. For surprise VMS aktel cost Tk.5.00

on-net and Tk.5.50 off-net. For listen saved and unsaved VMS it charges Tk.2.00. • Warid-Tel cost Tk.1.00 per message and for listen old VMS it cost Tk.0.5 each. All charges

are exclusive of 15% VAT.

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3.5 Miss Call Alert: Mobile needs to be switched off because of so many reasons and can miss so many important calls. By using MCA service users are not left out in any situation. When user switch the mobile on, user will receive an informing about the numbers that tried while user’s mobile was switch-off. Grameemphone, Banglalink, Aktel, and Warid subscriber can use this service. • Grameenphone subscribers can activate or deactivate this service by sending the SMS.

Normal SMS charge is applicable activate or deactivate.


• •

Banglalink subscribers have to pay monthly subscription service charge Tk.50 (excluding

VAT) for using the Miss Call Alert service. Aktel subscribers have to pay TK.25 per month excluding VAT for use MCA service. Warid-Tel subscribes have to pay monthly subscription fees Tk.10 (exclesive15% VAT).

Standard SMS charge is applicable for active the MCA service.

3.6 Internet Service: There is an advanced mobile technology in Bangladesh GPRS/EDGE/WAP which enables mobile internet and data services. User can get internet access any time, remain connected all the time everywhere, and have a great web surfing experience. Surf the Internet from handset. Browse contents more easily on mobile phone. EDGE (Enhanced Data Rates for Global Evolution) is also available now in Bangladesh, which is about 8 times faster than GPRS. Subscribers can also use this service in PC/Laptop. Send and receive e-mails through mobile phone. Send and receive multimedia (pictures, sounds) messages. Download better quality contents: high-quality ring tones, wallpapers, songs, movie

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clips, videos, animated logos, and themes that will let customize user’s handset in many ways. Internet service is available only for Grameenphone, Banglalink, Aktel, and Warid-Tel subscribers. • Grameenphone subscriber can use GPRS/EDGE service through mobile phone. Under

package1 prepaid and post paid both subscribers can use this service there is no monthly subscription fee. Browsing charge is Tk.0.02 per KB. Under package2 postpaid subscribers can use this service only. Monthly subscription fee is TK. 1000 and unlimited browsing facility. • Banglalink subscribers under the monthly unlimited package will pay TK. 650(excluding

VAT) and the subscriber under the pay as you go will pay TK. 0.015 for per KB (excluding VAT). • Aktel subscribers can content download, E-mail (Yahoo, MSN/Hotmail), and web browsing

by using WAP. • Warid-Tel offers a wide range of data services including high speed data access over the

mobile network through GPRS / EDGE connectivity, multimedia messaging, surfing internet, and browsing WAP sites. Internet browsing charge is TK.0.02 per KB and using WAP service charge is TK.0.02 per KB. All charges are exclusive of 15% VAT.

3.7 Information Based Services: Subscribers now can get the information based services through their mobile. All the telecom operators are providing the information based services to their subscriber to make their subscribers updated all the time. The subscribers can get information of different thing through voice based service and also through SMS. The following different information based services are provided by different operator:

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*News *Technology *Weather *Rail *International Weather *Hospital Number

*Spots News *Finance *Events *Exchange Rate *Eye Bank *Blood Banks Number

*Entertainment *Religion *Air *Prayer Time *Taxi *Ambulance Number

3.8 Welcome Tune: Grameenphone, Banglalink, Aktel, Citycell, and Warid subscribers can make their friends listen to their favorite tunes every time they call. Welcome Tunes is available for both Postpaid and Prepaid users. Popular songs can be select for as many friends as the user like. Choose song from the latest Bangla, Hindi and English hits. • Grameenphone subscribers have to pay monthly subscriber fee TK.30.00 for using Welcome

Tune. Downloading each tune cost TK.15.00. • Banglalink subscribers don’t need to pay any monthly subscriber fee for using Welcome

Tune. Downloading each tune cost TK.15.00 (unlimited validity). • Aktel subscribers have to pay monthly subscriber fee TK.15.00 for using Welcome Tune.

Downloading each tune through IVR cost TK.15.00. • • Citycell subscribers can have this service without paying any cost. Warid-Tel subscribers have to pay monthly subscriber fee TK.30.00 for using Welcome

Tune. Downloading each tune cost TK.15.00. 15% VAT is exclusive for all charges.

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3.9 Download Services: Subscribres of the different operator can download so many exiting things to their mobile phone for customize their handsets. The following download services are available for different operator. Subscribers can download different things by using internet or by sending SMS. *Ring Tone *Logo *Themes *Cooking Recipes *Gift Shop 3.10 Balance Transfer Service: Mobile subscribers are now able to transfer in an instant any balance amount within the same operator by registering the balance transfer service. A registered subscriber can transfer balance within the same operator. • Grameenphone allows transferring any balance amount starting from as low as TK.10 and up to TK.10000 from your phone to that of another. • Banglalink allows transferring any balance amount starting from as low as TK.10 up to TK.150 from your phone to that of another. • Aktel allows transferring any balance amount to prepaid user can transfer minimum TK.20 per day and TK.1500 per month. Postpaid subscribers are also allowed to transfer balance the minimum amount TK.10 per day and TK.1500 per month. • Tele Talk allows transferring any balance amount to prepaid user minimum TK.10 to maximum TK.10000. and *Wallpaper *Games *Mp3 Tones *Picture Messages *Operator Logo *Animation *Video Clips *Jokes *Quotes

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4.0 Unique VAS of different operators:
There are aslo few value added services which provides only one operator. The service is not common with other operator. The services those are introdused first time in bangladesh by the different operator. The unique VAS of different operator are as follows:

4.1 Health Line Service: Grameenphone is providing 24 hours a day 7 days a week Health Line Service to its subscriber. Subscribers can get the medical advice or supporting service from licensed physicians by dialing 789. It is basically a call based community service which introduced by GP first time in Bangladesh. For get the Health Line Service the call fee for the first 3 minutes Tk.15.00 and after 3 minutes, Tk.5.00 per minute. In off-Peak hour (9am to 6pm), the charge is Tk.12.00 for first 3 minutes.

4.2 PayForMe Service: 4.2.1 Call Based PayForMe Service: GP allows their user to call dear ones any time even with no balance by providing the PayForMe service. For make a pay for me call user have to dial *123* first followed by user’s desired Grameenphone number and then press #, if the user of the desired number agree to receive PayForMe call, caller will not be charged. The service is available for all GP subscribers. User can make a maximum of 10 PayForMe calls daily. 4.2.2 SMS Based PayForMe Service: Grameenphone offers to their subscriber this unique SMS service for such moments, when some one closes trying to tell something but does not have enough balance in the mobile.

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Minimum Balance for PayForMe SMS sender is 10 paisa (Excluding VAT) and Tk.1.90 (Excluding VAT) charge will be adjusted from PayForMe SMS recipient’s account. The length of the PayForMe SMS is 144 characters.

4.3 Utility Bill Pay: Subscribers of Grameenphone can pay the electric and water bill through Grameenphone mobile connectivity from the company authorized place.

4.4 Cell Bazaar: Grameenphone is providing this unique service to its subscriber where the entire GP subscriber can sell and buy any king of product 24 hours by using WAP in cell phone, computer internet and SMS. The available products categories in Cell Bazaar are as follows:
New Computer Laptop TV AC Car Motorcycle Camera Fridge Microwave Computerparts mp3-player DVD-player Book Used Computer Laptop TV AC Car Motorcycle Camera Fridge Microwave Computerparts mp3-player DVD-player Book AgriWholesale Rice Potato Poultry Deshichicken Dal Onion Feed Fish Shrimp Vegetable Fruit Corn Seed Renupona AgriRetail Rice Fish Shrimp Fruit To-Let Flat Houserent Officespace Shopspace Real Estate Apartment Land Job Fulltime Parttime Tutor Banglamedium Englishmedium Music Coaching

Table 2.1: Available products categories in Cell Bazaar

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4.5 Yellow Page: Bangladesh Yellow Pages is responsible for all information disseminated. This Value Added Service enables subscriber to access Bangladesh Yellow Pages through banglalink mobile phone. Subscriber can access information of Airlines, Banks, Hospitals, Embassies, Restaurants, Trains, Travel Offers, etc. by just dialing 2727. Please ask for desired information to the operator and user will get the information within a few moments. Call cost for access Yellow Page subscribers have to pay tk.5/min.

4.6 Voice Portal 4848: Banglalink brings new and exciting service! banglalink Voice Portal 4848. This is an IVR service which will provide banglalink users' easy access to a host of Value Added Services through Speech Browsing. Subscriber will be able to select the language, desired category content and download options as well as browse the menu via the voice recognition system. This service is available in both Bangla & English and can be accessed through any handset. The Voice Portal allows browsing and downloading an exciting range of services they are as follows: • • • • Ring tones Cricket News Horoscopes • • Women's Special Greetings Jokes



Charges are Tk. 5 + VAT/min and there are additional content download charges for Ring Tone (Tk. 9 + VAT/content).

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4.7 Payment through ATM: Banglalink provides their upper class customers with a facility which is faster, more convenient and helpful. No need to stand in long, never ending bank queues. Now post-paid subscriber can pay banglalink bill through ATM machines within minutes. Any “E-Cash” or “Q-Cash” ATM card holder can pay bills for any banglalink post-paid number. The “E-Cash ATM network (Electroways Network) is maintained by Electronic Transactions Network Ltd (ETN). ETN has agreement with the following banks: * Agrani Bank * Bank Asia Limited * Dhaka Bank Limited * Islami Bank Banglades Limited * National Bank Limited *Social Investment Bank Limited * NCC Bank Limited * Southeast Bank Limited * State Bank of India

The “Q-Cash ATM network is maintained by IT Consultants Ltd. (ITC). ITC has agreement with the following banks: * Arab Bangladesh Bank * Eastern Bank Ltd. * IFIC Bank * Mutual Trust Bank Ltd. * Janata Bank * Trust Bank Ltd. * Mercantile Bank Ltd. * Pubali Bank Ltd. * Jamuna Bank Ltd.

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4.8 Financial Services 4.8.1 Currency Exchange Rate: Know the foreign currency conversion rate “just like that”. Citycell subscribers can avail two avail two services based on the exchange rate. Exchange to BDT: Write your text as: chart For help: Send SMS as help. Chart and send it to2525. Both ways Exchange Rate: Here you will get the conversed calculated rate that is a real hassle free exchange rate services. The following is the list of Text message format for different currencies:
*USD: USA DOLLAR *GBP: UK POUND *HKD: HONKONG DOLLAR *MYR: MALAYASIAN DOLLAR *SGD: SINGAPORE DOLLAR

*AUD: AUSTRALIAN DOLLAR *BDT: BANGLADESHI TAKA *SAR: SAUDI ARABIAN RIYAL *CAD: CANADIAN DOLLAR

*EUR: EURO *JPY: JAPAN YEN *INR: INDIAN RUPEE

*PKR: PAKISTANI RUPI

4.9 SMS Banking: Citycell provides SMS banking service with “Bank Asia” and “Standard Chartered” Bank for their subscriber.

4.9.1 SMS Banking With Bank Asia : Any Account holder of Bank Asia can know his balance through this service. To get this service the client should contact with Bank Asia. Clients can get the service by sending SMS to 2929 number. The subscriber has to contact with the Bank to avail this service,

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4.9.2 SMS Banking with Standard Chartered Bank : Two types of information are available here: “Account Information” and Card information”. Clients can get the service by sending SMS to 2727 number. The subscriber has to contact with the Bank to avail this service.

4.10 Stock Exchange Service: Citycell Subscribers can use this service to know about share information by sending Message to 2222. The return message will contain that Stock Status. This service is now available for the Chittagong Stock Exchange only.

5.0 Results and Overview of Findings:
5.1 Findings of question no. a) 1 26% said they stay neutral for giving an importance in “Value Added Services for choosing a telecom operator . 25% agree, 19% strongly agree, 15% disagree, and 14% replied strongly disagree. The majority (26%) of the 6 category stay the in neutral position for giving the importance of value added services for chose there telecom operator. Among them subscribers of Warid-Tele are most respondent (5 individuals). 5.1.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.1). It was a basic question just to start the questionnaire. Everybody responded for this question by giving their opinions (100% response).

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5.1.2 Analysis: As a small number of people disagree about giving the importance in VAS for choose an operator, so it can be consider that people has a positive perception in VAS for chose their telecom.

5.2 Findings of question no. (a) 2 38% respondent has the neutral perception about the “benefit of value added services . 35% agree, both 13% disagree and strongly agree, and 3% strongly disagree about the benefits of VAS. 5.2.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.2). The majority (38%) of the 6 category stay the in neutral perception about the benefit of value added services. Among them subscribers of Citycell are the majority respondents (7 individuals). 5.2.2 Analysis: While the second highest respondent agree with benefit of VAS, so it can be assume that people has a positive perception about the benefit of VAS provided by different operators.

5.3 Findings of question no. (a) 3 39% respondents agree with the “efficiency of VAS for make their work done . 35% neutral, 22% strongly agree, only 4% disagree, and 0% strongly disagrees. 5.3.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.3). The majority (39%) of the 6 category agreed that value added services make their work more efficient. Among them subscribers of Banglalink are the majority respondents (8 individuals).

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5.3.2 Analysis: Because of the majority of respondents agree that value added services are make their work more efficient, so customer has the positive perception for this question.

5.4 Findings of question no. (a) 4 35% respondents agree that “ease of vale added services is important. 29% strongly agree, 31% neutral, 4% disagree, and only 1% strongly disagree. 5.4.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.4). The majority (35%) of the 6 category agreed about the ease of value added services. Among them subscribers of Citycell are the majority respondents (6 individuals). 5.4.2 Analysis: Majority of (35%) person agree for the importance of ease of using VAS. So, customer has the positive perception for this question.

5.5 Findings of question no. (a) 5 35% respondents agree that most of the “VAS is designed to solve the problem . 33% neutral, 21% strongly agree, 10% disagree, and only 1% strongly disagrees. 5.5.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.5). The majority (35%) of 6 categories agrees that VAS is designed to solve the problem. Among them subscribers of Teletalk are the majority respondents (6 individuals).

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5.5.2 Analysis: Majority of (35%) person agree for the importance of ease of using VAS as problem solver. So, customer has the positive perception for this question.

5.6 Findings of question no. (a) 6 46% respondents agree that “VAS added more value for money . 38% neutral, 13% strongly agree, only 3% disagree, and rest of 1% strongly disagrees. 5.6.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.6). The majority (46%) of 6 categories agrees VAS added more value for money. Among them subscribers of both Grameenphone and Warid-Tel are the majority respondents (7 individuals). 5.6.2 Analysis: Majority of (46%) person agrees VAS added more value for money. So, customer has the positive perception for this question.

5.7 Findings of question no. (a) 7 38% respondent agrees for “extend more VAS by different operators. 36% neutral, 13% strongly agrees, 10% disagrees, and rest of 4% strongly disagrees. 5.7.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.7). The majority (38%) of 6 categories agrees for extend VAS. Among them subscribers of Aktel are the majority respondents (6 individuals).

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5.7.2 Analysis: Majority of (38%) person agrees VAS can be extended. So, customer has the positive perception for this question.

5.8 Findings of question no. (a) 8 39% respondents convey neutrally that providing “more VAS by different operator build the better the better image and reputation . 26% strongly agrees, 25% agrees, 10% disagrees, and 0% strongly disagrees. 5.8.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.8). The majority (39%) of 6 categories agrees the more VAS providing create better image and reputation. Among them subscribers of Citycell are the majority respondents (6 individuals). 5.8.2 Analysis: Majority of (39%) person agrees VAS build better image and reputation. So, customer has the positive perception for this question.

5.9 Findings of question no. (a) 9 36% respondent agrees that “SMS based VAS” is impotent for them. 28% neutral, 24% strongly agrees, 7% disagrees, and rest of the 6% strongly disagrees. 5.9.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.9). The majority (36%) of 6 categories agrees the important of SMS related VAS. Among them subscribers of Citycell are the majority respondents (6 individuals).

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5.9.2 Analysis: Majority of (36%) person agrees the impotence of SMS VAS. So, customer has the positive perception for this question.

5.10 Findings of question no. (a) 10 53% convey important “VMS service neutrally. 19% agrees, 17% disagrees, 11% strongly agree, 0% strongly disagrees. 5.10.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.10). The majority (53%) of 6 categories convey neutrally about the importance of VMS based VAS provided by different operator. Among them subscribers of Teletalk are the majority respondents (10 individuals). 5.10.2 Analysis: While the second majority convey agree the importance of VMS services, so customer has the positive perception for this question.

5.11 Findings of question no. (a) 11 31% respondents agree that “mobile based internet service provides better quality. 28% strongly disagrees, 26% neutral, 10% disagrees, and rest of the 6% strongly disagrees. 5.11.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.11). The majority (31%) of 6 categories agrees the important of mobile internet. Among them subscribers of Grameenphone are the majority respondents (6 individuals).

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5.11.2 Analysis: Majority of (31%) person agrees the impotence of mobile internet. So, customer has the positive perception for this question.

5.12 Findings of question no. (a) 12 43% respondents strongly agree that the “rate of VAS is important for them. 35% agrees, 18% neutral, 4% disagree, and 0% strongly disagrees. 5.12.1 Discussion: Total 72 of 72 respondents participated for this question (Appendix Table 3.12). The majority (43%) of 6 categories strongly agrees the importance of VAS rate. Among them subscribers of Warid-Tel are the majority respondents (10 individuals). 5.12.2 Analysis: Majority of (43%) person strongly agrees the impotence of VAS rate. So, customer has the positive perception for this question.

5.13 Finding of question no. (b) “Friends and Family”, “SMS”, and “Miscall Alert” are most positively voted in this question. The percentages of 1st priority, 2nd priority, and 3rd priority for these three factors are respectively 64%, 50%, and 22%. 5.13.1 Discussion: There are twelve factors were per identified in the pilot testing for the value added services rating in case of all the telecom operators. Those factors are “Miss call Alert”, “Friends and Family”, “MMS”, “SMS”, “VMS”, “News Services”, “Information Based Services”, “Welcome Tune”, “Balance Transfer Service”, “Download Services”, “GPRS/ EDGE/ WAP”, and “Cricket

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Update”. The highest response rate came from “Friends and Family” total 72 respondents (ranking from one to twelve) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. The second highest response rate came from “SMS” total 72 respondents (ranking from one to twelve) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. The third highest response rate came from “Miscall Alert” entire 72 respondents (ranking from one to twelve) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. 5.13.3 Analysis: The analysis shows the ranking of importance to gain public importance in the value added services. Out of twelve options the most preferred options “Friends and Family”, “SMS”, and “Miscall Alert” positively voted (Appendix Table 4.1 – Table 4.12). So, while considering the matter of value added services should emphasize on these factors the most.

5.14 Finding of question no. c) (i) Telephone number info service” got maximum appraisal for this question. The percentage for the most priority VAS given by the Grameenphone subscribers is 67%. 5.14.1 Discussion: There are five factors were per identified in the pilot testing for the unique value added services rating in case of the Grameenphone telecom operators. Those factors are “Telephone number info service”, “Cell Bazaar”, “Utility Bill”, “PayForMe”, and “Health line service”. The highest response rate came for “Telephone number info service”, 2nd highest rate for “Health line service”, 3rd highest “Utility bill” ,4th highest rate for “PayForMe”, 5th highest rate for “Cell Bazaar” from total 12 Grameenphone users (ranking from one to five) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made.

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5.14.3 Analysis: The analysis shows the ranking of importance to gain public importance in the unique value added services of Grameenphone. Out of five options the most preferred options “Telephone number info service” positively voted (Appendix Table 5.1).

5.15 Finding of question no. c) (ii) Voice Portal 4848” got maximum appraisal for this question. The percentage for the most priority VAS given by the Banglalink subscribers is 58%. 5.15.1 Discussion: There are five factors were per identified in the pilot testing for the unique value added services rating in case of the Banglalink telecom operators. Those factors are “Voice Portal 4848”, “Yellow Page”, “Payment Through ATM”, “i’Cook”, and “iCare 125”. The highest response rate came for “Voice Portal 4848”, 2nd highest rate for “iCare 125”, 3rd highest “Payment Through ATM”, 4th highest rate for “Yellow Page”, 5th highest rate for “i’Cook” from total 12 Banglalink users (ranking from one to five) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. 5.15.2 Analysis: The analysis shows the ranking of importance to gain public importance in the unique value added services of Banglalink. Out of five options the most preferred options “Voice Portal 4848” positively voted (Appendix Table 5.2).

5.16 Finding of question no. c) (iii) Aktel Opener” got maximum appraisal for this question. The percentage for the most priority VAS given by the Aktel subscribers is 67%.

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5.16.1 Discussion: There are five factors were per identified in the pilot testing for the unique value added services rating in case of the Aktel telecom operators. Those factors are “Aktel Opener”, “Cricket Information (IVR)”, “Aktel Goongoon (IVR)”, “AKTEL Café8000”, and “AKTEL P.A.”. The highest response rate came for “Aktel Opener”, 2nd highest rate for “AKTEL Café8000”, 3rd highest “AKTEL P.A.”, 4th highest rate for “Cricket Information (IVR)”, 5th highest rate for “Aktel Goongoon (IVR)” from total 12 Aktel users (ranking from one to five) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. 5.16.2 Analysis: The analysis shows the ranking of importance to gain public importance in the unique value added services of Aktel. Out of five options the most preferred options “Aktel Opener” positively voted (Appendix Table 5.3).

5.17 Finding of question no. c) (iv) One 2 One” got maximum appraisal for this question. The percentage for the most priority VAS given by the Citycell subscribers is 67%. 5.17.1 Discussion: There are five factors were per identified in the pilot testing for the unique value added services rating in case of the Citycell telecom operators. Those factors are “Financial Services”, “Bangla SMS”, “One 2 One”, “Warless Internet Service-Zoom”, and “Gift Shop”. The highest response rate came for “One 2 One”, 2nd highest rate for “Warless Internet Service-Zoom”, 3rd highest “Bangla SMS”, 4th highest rate for “Gift Shop”, 5th highest rate for “Financial Services” from total 12 Citycell users (ranking from one to five) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made.

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5.17.2 Analysis: The analysis shows the ranking of importance to gain public importance in the unique value added services of Citycell. Out of five options the most preferred options “One 2 One” positively voted (Appendix Table 5.4).

5.18 Finding of question no. c) (v) Breaking News” got maximum appraisal for this question. The percentage for the most priority VAS given by the Warid-Tel subscribers is 67%. 5.18.1 Discussion: There are five factors were per identified in the pilot testing for the unique value added services rating in case of the Warid-Tel telecom operators. Those factors are “Mobile Games”, “Dual Number Sim”, “Warless Breaking News”, “Operator Logo”, and “Warid Access Card”. The highest response rate came for “Breaking News”, 2nd highest rate for “Dual Number Sim”, 3rd highest “Mobile Games”, 4th highest rate for “Operator Logo”, 5th highest rate for “Warid Access Card” from total 12 Warid-Tel users (ranking from one to five) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. 5.18.2 Analysis: The analysis shows the ranking of importance to gain public importance in the unique value added services of Warid-Tel. Out of five options the most preferred options “Breaking News” positively voted (Appendix Table 5.5).

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5.19 Finding of question no. c) (vi) Bangla SMS” got maximum appraisal for this question. The percentage for the most priority VAS given by the Teletalk subscribers is 67%. 5.19.1 Discussion: There are four factors were per identified in the pilot testing for the unique value added services rating in case of the Teletalk telecom operators. Those factors are “Bangla SMS”, “Quotes”, “International Weather Forecasting”, and “Push Pull”. The highest response rate came for “Bangla SMS”, 2nd highest rate for “Quotes”, 3rd highest “Push Pull”, and 4th highest rate for “International Weather Forecasting” from total 12 Teletalk users (ranking from one to four) gave their answers according to their viewpoint. Based on the ranking the table (0.0) was made. 5.19.2 Analysis: The analysis shows the ranking of importance to gain public importance in the unique value added services of Teletalk. Out of five options the most preferred options “Bangla SMS” positively voted (Appendix Table 5.6).

6.0 Recommendation:
The mobile industry in Bangladesh is still facing an oligopoly competition. In order to be competitive in this industry in future, the only option is to build up a strong brand image is by creating unique product offerings and make a competitive market.
All the telecom company has successfully managed to introduce the importance of value added

services among the mobile subscribers. In this research the following recommendations are suggested for different telecom operators who are providing various value added services. These recommendations will definitely improve the overall company vision about providing the value added services.

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• •

Value added services should have a user friendly characteristic. For better image and reputation telecom operators can increase the number of value added services.

• •

Providing more SMS based value added services can prove very attractive for the customer. Minimum rate of the value added services can prove more attractive for the mobile subscribers.

7.0 Conclusion
In the context of service oriented organization activities of value added services has great importance. Therefore, from this study telecom industry of Bangladesh can get the indications on which of the issues they have to pay more attention to hold the market share, to raise it and to increase the public relation. Finally, this research will encourage further study and useful guidelines for these types of researches.

References:
Al.et Bharadwaj (1993), Nayyar (1990) and Zeithaml (1988), “Adding value to service offerings Adding value to service offerings: the case of UK retail financial services, European Journal of Marketing, Vol. 32 No. 11/12, 1998, pp. 1091 1109. Al et. Kelley (1990), “An exploratory study on the use of banking technology in the UK, International Journal of Bank Marketing Vol. 23 No. 5, 2005 pp. 397-413 Band, (1991); Gale, (1994); Naumann, (1995), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Barnard (1990); Hoyer and Brown (1990), “Research note: a study of direct selling perceptions in Australia, International Marketing Review, Vol. 12 No. 6, 1995, pp. 60-67. Beech (1998), “Added value, enterprise value and competitive advantage, Management Decision 40/9 [2002] 823-833 Bloom and Reve, (1990); Hansen, (1972); Schmitt and Simonson, (1997), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56.

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Brandenburger and Stuart (1996, p. 6), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Brownlie (1989), Cook (1983) and Day (1984), “Adding value to service offerings Adding value to service offerings: the case of UK retail financial services, European Journal of Marketing, Vol. 32 No. 11/12, 1998, pp. 1091 1109. Clydesdale (1975), “Adding value to retail financial services, International Journal of Bank Marketing 18/5 [2000] 222±232 Corfman (1991), “Research note: a study of direct selling perceptions in Australia, International Marketing Review, Vol. 12 No. 6, 1995, pp. 60-67. Cracken Mc (1993), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Dag Naslund, Annika Olsson, and Sture Karlsson, “Operationalizing the concept of value – an action research-based model, The Learning Organization Vol. 13 No. 3, 2006 pp. 300-332 Devlin, and Ennew (1997), “Adding value to service offerings Adding value to service offerings: the case of UK retail financial services, European Journal of Marketing, Vol. 32 No. 11/12, 1998, pp. 1091 1109. Devlin F. James (1997), “Adding value to service offerings Adding value to service offerings: the case of UK retail financial services, European Journal of Marketing, Vol. 32 No. 11/12, 1998, pp. 1091 1109. Farquhar (1994), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Gronroos, (1988); Lewis, (1989); Al. et Parasuraman, (1991), “Adding value to service offerings Adding value to service offerings: the case of UK retail financial services, European Journal of Marketing, Vol. 32 No. 11/12, 1998, pp. 1091 1109. Gronroos (1994), “The value concept and relationship marketing, European Journal of Marketing, Vol. 30 No. 2, 1996, pp. 19-30 Gronroos (1997), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Hetherington and MacDougall (1992), “The role of visual cues in consumer perception and acceptance of a food product, Nutrition & Food Science Number 5. September/October 1999. pp. 224±228 Hoyer and Brown (1990), “Research note: a study of direct selling perceptions in Australia, International Marketing Review, Vol. 12 No. 6, 1995, pp. 60-67. James F. Devlin, Adding value to retail financial services, International Journal of Bank Marketing 18/5 [2000] 222±232 Jones (1986), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Kay (1993), “Added value, enterprise value and competitive advantage, Management Decision 40/9 [2002] 823-833 Knight and Pretty’s (2000), “Added value, enterprise value and competitive advantage, Management Decision 40/9 [2002] 823-833 Minna Pura, “Linking perceived value and loyalty in location-based mobile services, Managing Service Quality Vol. 15 No. 6, 2005 pp. 509-538

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Ramirez and Normann (1994), “Added value: its nature, roles and sustainability European Journal of Marketing, Vol. 34 No. 1/2, 2000, pp. 39-56. Walters David, Hallida Michael, and Kay Glaser Stan (1939), “Added value, enterprise value and competitive advantage, Management Decision 40/9 [2002] 823-833 Zeithaml (1988), “Adding value to retail financial services, International Journal of Bank Marketing 18/5 [2000] 222±232

Websites From Which Secondary Information Where Gathered: http://www.grameenphone.com/index.php?id=59 http://www.banglalinkgsm.com/html1/vas.php http://www.aktel.com/vas.php http://www.citycell.com http://www.waridtel.com.bd/portal/page?_pageid=133,209760&_dad=portal&_schema=PORTAL http://www.teletalk.com.bd/

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Appendix Questionnaire:
a) Following are some items; please rate these items using the following scale: Please ( ) or (O) the following Digits according to your perception about a particular question bellow. Strongly Disagree - 1 Disagree - 2 Neutral - 3 Agree - 4 Strongly Agree - 1

1

"Value Added Services" plays an important role in choosing a telecom.

1

2

3

4

5

2

"Value Added Service" provides additional benefits

1

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4

5

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Using "Value Added Services" makes my work more efficient

1

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5

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Ease/Easiness of using "Value Added Services" is important me.

1

2

3

4

5

5

Most of the "Value Added Services" are designed to solve customer problem. The role of "Value Added Service" added me more value for my money. Extend more "Value Added Service" and bundle it into offering in order to visualize value. Providing more "Value Added Service" by different operator build the better Image and Reputation. I value the impotents of SMS based "Value Added Services" provided by different operator. I value the important of VMS based "Value Added Services" provided by different operator Using EDGE or GPRS provides better quality of Internet service than any other internet service provider. The rate of "Value Added Service" offered by different operators is impotent.

1

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3

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6

1

2

3

4

5

7

1

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8

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b)

There are some popular VAS of different operators, please RANK the following "Value Added Services". (example: put (1) for the particular VAS that you think is the most priority VAS, (2) for 2nd most priority and go on all 12 items)

Miss Call Alert Friends & Family MMS (Multimedia Message Service) SMS (Short Message Service) VMS (Voice Messaging Service) News Services Information Based Services Welcome Tune Balance Transfer Service Download Services GPRS / EDGE/ WAP Cricket Update

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c)

Rank your operators UNIQUE five(5) following "Value Added Services" which are most important for you. (individual table is applicable for different operator) Grameenphone (ii) Bangla Link

(i)

Telephone Number Info service about (Ambulance, Hospital, Blood Bank, Police Station) Cell Bazzar

Voice Portal 4848 Yellow Page Payment Through ATM

Utility Bill (electic bill pay) Service i’Cook PayForMe Service iCare 125 Health Line Service

(iii) Aktel Opener

Aktel

(iv) Mobile Games

Warid Tel

Cricket Information (IVR) Aktel Goongoon (IVR) AKTEL Café8000 AKTEL P.A.
* IVR - Interactive Voice Response

Dual Number Sim Breaking News Operator Logo Warid Access Card

(v)

CityCell

(vi) Bangla SMS Quotes

Tele Talk

Financial Services Bangla SMS One 2 One Warless Internet Service-Zoom Gift Shop

International Weather Forecasting Push Pull

Summary statistics of each question, and

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Section a: Q1. "Value Added Services" plays an important role in choosing a telecom. Table 3.1
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 1 0 4 2 3 10 14 Disagree 1 3 1 4 1 1 11 15 Neutral 3 4 4 0 5 3 19 26 Agree 5 3 4 3 1 2 18 25 Strongly Agree 3 1 3 1 4 2 14 19

1 Strongly Disagree 2 Disagree 3 Neutral

19%

14% 15%

Agree 4
5 Strongly Agree

25% 26%

Q2. "Value Added Service" provides additional benefits Table 3.2
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 1 0 0 1 0 2 3 Disagree 0 4 2 3 0 0 9 13 Neutral 5 4 4 7 3 4 27 38 Agree 5 3 6 1 4 6 25 35 Strongly Agree 2 0 0 1 4 2 9 13

1 Strongly Disagree 13% 2 Disagree
Neutral 3

3%

13%

Agree 4
35% 5 Strongly Agree 38%

Q3. Using "Value Added Services" makes my work more efficient work more efficient Table 3.3
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 0 0 0 0 0 0 0 Disagree 0 1 2 0 0 0 3 4 Neutral 5 2 3 4 4 7 25 35 Agree 3 8 6 6 3 2 28 39 Strongly Agree 4 1 1 2 5 3 16 22

Strongly Disagree Disagree Neutral
22% 0% 4% 35%

Agree
Strongly Agree
39%

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Q4. Ease/Easiness of using "Value Added Services" is important me. Table 3.4
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 1 0 0 0 0 0 1 1 Disagree 1 0 2 0 0 0 3 4 Neutral 5 3 5 6 4 3 26 36 Agree 1 5 3 2 5 5 21 29 Strongly Agree 4 4 2 4 3 4 21 29
Strongly Disagree 1 29% 2Disagree Neutral 3 Agree 4 Strongly Agree 5

1% 4% 37%

29%

Q5. Most of the "Value Added Services" are designed to solve customer problem. Table 3.5
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 0 1 0 0 0 1 1 Disagree 1 2 3 0 0 1 7 10 Neutral 3 6 1 4 5 5 24 33 Agree 3 3 5 4 4 6 25 35 Strongly Agree 5 1 2 4 3 0 15 21

Strongly Disagree Disagree Neutral

21%

1%

10%

Agree
Strongly Agree

33% 35%

Q6. The role of "Value Added Service" added me more value for my money. Table 3.6
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 1 0 0 0 0 0 1 1 Disagree 1 1 0 0 0 0 2 3 Neutral 2 4 6 6 4 5 27 38 Agree 7 6 4 4 7 5 33 46 Strongly Agree 1 1 2 2 1 2 9 13

Strongly Disagree Disagree

13%

1%

3% 38%

Neutral

Agree
Strongly Agree

45%

The Customer Perception of The Importance of “Value Added Services”.

Page 40 of 46

Q7. Extend more "Value Added Service" and bundle it into offering in order to visualize value. Table 3.7
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 2 1 0 0 0 3 4 Disagree 3 0 2 2 0 0 7 10 Neutral 4 4 3 5 3 7 26 36 Agree 4 3 6 5 5 4 27 38 Strongly Agree 1 3 0 0 4 1 9 13

Strongly Disagree Disagree Neutral

13%

4%

10%

Agree
37%
Strongly Agree

36%

Q8. Providing more "Value Added Service" by different operator build the better Image and Reputation. Table 3.8
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 0 0 0 0 0 0 0 Disagree 1 2 2 1 1 0 7 10 Neutral 5 4 5 6 5 3 28 39 Agree 1 4 3 1 2 7 18 25 Strongly Agree 5 2 2 4 4 2 19 26

Strongly Disagree Disagree Neutral

26%

0%

10%

Agree
Strongly Agree

39% 25%

Q9. I value the impotents of SMS based "Value Added Services" provided by different operator. Table 3.9
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 1 2 1 0 0 0 4 6 Disagree 1 0 2 1 1 0 5 7 Neutral 3 2 6 3 2 4 20 28 Agree 4 5 2 6 4 5 26 36 Strongly Agree 3 3 1 2 5 3 17 24

Strongly Disagree Disagree Neutral

24%

6%

7%

Agree
Strongly Agree

28% 35%

The Customer Perception of The Importance of “Value Added Services”.

Page 41 of 46

Q10. I value the important of VMS based "Value Added Services" provided by different operator Table 3.10
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 0 0 0 0 0 0 0 Disagree 2 3 4 2 1 0 12 17 Neutral 4 5 6 9 4 10 38 53 Agree 4 3 1 1 3 2 14 19 Strongly Agree

Strongly Disagree
2 1 1 0 4 0 8 11

11%
Disagree

0%

17%

19%
Neutral

Agree
Strongly Agree

53%

Q11. Using EDGE or GPRS provides better quality of Internet service than any other internet service provider. Table 3.11
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 3 0 0 1 0 0 4 6 Disagree 2 2 2 0 1 0 7 10 Neutral 2 1 2 6 2 6 19 26 Agree 6 4 3 2 3 4 22 31 Strongly Agree 3 6 4 1 4 2 20 28

Strongly Disagree Disagree Neutral

28%

6%

10%

Agree
Strongly Agree

26% 30%

Q12. The rate of "Value Added Service" offered by different operators is impotent. Table 3.12
Strongly Disagree Grameenphone Banglalink Aktel Citycell Warid TeleTalk Total % 0 0 0 0 0 0 0 0 Disagree 0 1 0 1 1 0 3 4 Neutral 3 3 4 2 0 1 13 18 Agree 6 4 7 5 1 2 25 35 Strongly Agree

Strongly Disagree
3 4 1 4 10 9 31 43

0% 4%

Disagree Neutral

18% 43%

Agree
Strongly Agree

35%

The Customer Perception of The Importance of “Value Added Services”.

Page 42 of 46

Section b: Ranking of some popular Value Added Services provide by different operator. Table 4.1: Result of Miss Call Alert Ranking
Miss Call Alert Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 1 1 3 0 0 0 5 7 2 2 2 1 2 0 4 11 15 3 2 2 3 2 3 4 16 22 4 1 1 0 1 3 0 6 8 5 1 1 3 0 1 3 9 13 6 0 0 0 0 2 0 2 3 7 0 0 0 3 3 0 6 8 8 0 0 1 4 0 0 5 7 9 2 2 0 0 0 1 5 7 10 0 0 1 0 0 0 1 1 11 1 1 0 0 0 0 2 3 12 2 2 0 0 0 0 4 6

Table 4.2: Result of Friends & Family Ranking
Friends & Family Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 10 5 7 8 8 8 46 64 2 0 1 2 2 1 1 7 10 3 2 3 3 0 3 1 12 17 4 0 1 0 0 0 1 2 3 5 0 0 0 2 0 0 2 3 6 0 1 0 0 0 0 1 1 7 0 0 0 0 0 0 0 0 8 0 1 0 0 0 0 1 1 9 0 0 0 0 0 0 0 0 10 0 0 0 0 0 1 1 1 11 0 0 0 0 0 0 0 0 12 0 0 0 0 0 0 0 0

Table 4.3: Result of MMS Ranking
MMS (Multimedia Message Service) Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 0 0 0 2 2 2 0 0 3 0 7 10 3 0 0 0 2 2 1 5 7 4 2 0 2 0 1 2 7 10 5 3 1 1 0 0 2 7 10 6 2 1 1 1 1 1 7 10 7 0 1 0 0 1 0 2 3 8 2 2 1 0 2 0 7 10 9 3 2 1 0 1 1 8 11 10 1 2 2 2 2 1 10 14 11 0 1 1 3 0 1 6 8 12 1 1 2 0 2 0 6 8

Table 4.4: Result of SMS Ranking
SMS (Short Message Service) Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 1 5 2 4 4 4 20 28 2 11 1 7 4 8 5 36 50 3 0 1 1 2 0 3 7 10 4 0 3 1 0 0 0 4 6 5 0 2 0 0 0 0 2 3 6 0 0 1 0 0 0 1 1 7 0 0 0 0 0 0 0 0 8 0 0 0 2 0 0 2 3 9 0 0 0 0 0 0 0 0 10 0 0 0 0 0 0 0 0 11 0 0 0 0 0 0 0 0 12 0 0 0 0 0 0 0 0

The Customer Perception of The Importance of “Value Added Services”.

Page 43 of 46

Table 4.5: Result of VMS Ranking
VMS (Voice Messaging Service) Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 3 1 0 3 0 1 1 6 8 4 1 1 0 1 2 2 7 10 5 2 2 1 1 1 0 7 10 6 2 1 1 0 0 1 5 7 7 1 1 3 2 1 0 8 11 8 0 1 1 1 0 4 7 10 9 1 3 2 1 3 1 11 15 10 0 2 2 3 1 2 10 14 11 3 0 1 1 5 0 10 14 12 1 0 0 0 0 0 1 1

Table 4.6: Result of News Services Ranking
News Services Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 0 0 0 2 0 0 0 0 0 1 1 1 3 0 1 0 2 0 1 4 6 4 1 1 2 2 0 1 7 10 5 2 1 0 1 3 0 7 10 6 1 1 1 1 0 2 6 8 7 1 0 1 2 0 3 7 10 8 4 3 2 2 4 2 17 24 9 1 2 1 0 1 0 5 7 10 3 3 1 1 2 1 11 15 11 1 0 1 2 1 1 6 8 12 0 0 0 0 1 0 1 1

Table 4.7: Result of Information Based Services Ranking
Information Based Services Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 3 1 1 0 1 3 0 6 8 4 1 2 2 0 0 0 5 7 5 0 0 0 0 0 1 1 1 6 1 2 2 0 0 2 7 10 7 2 0 2 3 2 3 12 17 8 2 1 2 1 1 3 10 14 9 1 2 1 2 2 0 8 11 10 2 1 1 2 1 2 9 13 11 2 2 0 0 1 1 6 8 12 0 1 2 3 2 0 8 11

Table 4.8: Result of Welcome Tune Ranking
Welcome Tune Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 0 0 0 2 0 2 0 0 0 0 2 3 3 0 0 0 1 0 0 1 1 4 0 1 4 2 6 1 14 19 5 1 2 0 0 1 0 4 6 6 1 1 1 0 4 4 11 15 7 1 3 2 0 1 3 10 14 8 0 0 0 0 0 0 0 0 9 3 0 0 4 0 0 7 10 10 2 2 2 2 0 0 8 11 11 2 1 2 1 0 1 7 10 12 2 0 1 2 0 3 8 11

The Customer Perception of The Importance of “Value Added Services”.

Page 44 of 46

Table 4.9: Result of Balance Transfer Service Ranking
Balance Transfer Service Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 0 0 0 2 0 2 0 0 0 0 2 3 3 2 3 2 0 0 0 7 10 4 2 2 2 1 1 1 9 13 5 3 2 4 2 1 2 14 19 6 0 1 0 3 0 1 5 7 7 1 1 1 0 0 0 3 4 8 3 1 2 2 0 4 12 17 9 1 0 1 0 3 2 7 10 10 1 0 0 0 3 1 5 7 11 0 1 1 0 1 1 4 6 12 0 0 0 2 1 1 4 6

Table 4.10: Result of Download Services Ranking
Download Services Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 1 0 0 0 0 1 1 2 0 1 0 0 0 0 1 1 3 0 0 0 0 0 0 0 0 4 1 1 0 0 0 0 2 3 5 0 0 1 4 3 0 8 11 6 0 2 0 2 0 0 4 6 7 1 1 1 0 3 1 7 10 8 2 3 2 0 1 2 10 14 9 3 1 3 0 1 2 10 14 10 2 0 2 1 1 1 7 10 11 3 2 3 5 3 2 18 25 12 0 0 0 0 0 4 4 6

Table 4.11: Result of GPRS / EDGE/ WAP Ranking
GPRS / EDGE/ WAP Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 1 0 0 0 0 0 1 1 2 1 2 2 2 0 0 7 10 3 1 0 0 2 0 1 4 6 4 1 0 0 4 0 0 5 7 5 1 2 1 1 0 0 5 7 6 1 2 2 1 3 1 10 14 7 2 1 1 1 1 2 8 11 8 0 2 0 0 4 0 6 8 9 3 0 2 1 0 2 8 11 10 1 2 1 0 1 2 7 10 11 0 1 2 0 1 3 7 10 12 0 0 1 0 2 1 4 6

Table 4.12: Result of Cricket Update Ranking
Cricket Update Grameenphone Banglalink Aktel Citycell Warid Tele Talk 1 0 0 0 0 0 1 1 1 2 0 0 0 2 0 0 2 3 3 0 0 0 0 0 0 0 0 4 0 0 0 0 0 0 0 0 5 1 0 0 0 0 0 1 1 6 2 1 0 2 2 1 8 11 7 0 2 0 0 3 1 6 8 8 3 1 1 2 0 1 8 11 9 0 1 3 2 0 3 9 13 10 0 1 1 0 4 1 7 10 11 1 2 2 1 0 1 7 10 12 5 4 5 3 3 3 23 32

The Customer Perception of The Importance of “Value Added Services”.

Page 45 of 46

Section c: Ranking of some unique Value Added Services provide by different operators. Table 5.1: Grameenphone unique VAS
Telephone Number Info service about (Ambulance, Hospital, Blood Bank, Police Station) Cell Bazzar Frequency 12 Frequency 12 Frequency Utility Bill (electic bill pay) Service 12 Frequency PayForMe Service 12 Frequency Health Line Service 12 Grameenphone RANK No of Respond % RANK No of Respond % RANK No of Respond % RANK No of Respond % RANK No of Respond % 1st 8 67 1st 1 8 1st 0 0 1st 2 17 1st 0 0 2nd 1 8 2nd 1 8 2nd 3 25 2nd 2 17 2nd 4 33 3rd 1 8 3rd 1 8 3rd 4 33 3rd 2 17 3rd 3 25 4th 2 17 4th 3 25 4th 2 17 4th 5 42 4th 2 17 5th 0 0 5th 6 50 5th 3 25 5th 1 8 5th 3 25

Table 5.2: Banglalink unique VAS
Bangla Link Frequency Voice Portal 4848 12 % Frequency Yellow Page 12 % Frequency Payment Through ATM 12 % Frequency Cook 12 % Frequency iCare 125 12 % 25 42 25 0 8 RANK No of Respond 0 1st 3 8 2nd 5 8 3rd 3 17 4th 0 67 5th 1 RANK No of Respond 17 1st 0 25 2nd 1 33 3rd 1 25 4th 2 0 5th 8 RANK No of Respond 0 1st 2 17 2nd 3 17 3rd 4 42 4th 3 25 5th 0 RANK No of Respond 58 1st 0 17 2nd 2 0 3rd 2 25 4th 5 0 5th 3 RANK No of Respond 1st 7 2nd 2 3rd 0 4th 3 5th 0

Table 5.3: Aktel unique VAS
Aktel Frequency Aktel Opener 12 Frequency Cricket Information (IVR) 12 Frequency Aktel Goongoon (IVR) 12 Frequency AKTEL Café8000 12 Frequency AKTEL P.A. 12 RANK No of Respond % RANK No of Respond % RANK No of Respond % RANK No of Respond % RANK No of Respond % 1st 8 67 1st 1 8 1st 1 8 1st 1 8 1st 1 8 2nd 1 8 2nd 1 8 2nd 3 25 2nd 6 50 2nd 1 8 3rd 0 0 3rd 4 33 3rd 1 8 3rd 1 8 3rd 5 42 4th 0 0 4th 6 50 4th 3 25 4th 4 33 4th 1 8 5th 3 25 5th 0 0 5th 4 33 5th 0 0 5th 4 33

The Customer Perception of The Importance of “Value Added Services”.

Page 46 of 46

Table 5.4: Citycell unique VAS
CityCell Frequency Financial Services 12 % Frequency Bangla SMS 12 % Frequency One 2 One 12 % Frequency Warless Internet Service-Zoom 12 % Frequency Gift Shop 12 % 0 8 0 50 42 RANK No of Respond 25 1st 0 58 2nd 1 0 3rd 0 17 4th 6 0 5th 5 RANK No of Respond 67 1st 3 0 2nd 7 33 3rd 0 0 4th 2 0 5th 0 RANK No of Respond 8 1st 8 17 2nd 0 50 3rd 4 8 4th 0 17 5th 0 RANK No of Respond 0 1st 1 17 2nd 2 17 3rd 6 25 4th 1 42 5th 2 RANK No of Respond 1st 0 2nd 2 3rd 2 4th 3 5th 5

Table 5.5: Waridtel unique VAS
Warid Tel Frequency Mobile Games 12 % Frequency Dual Number Sim 12 % Frequency Breaking News 12 % Frequency Operator Logo 12 % Frequency Warid Access Card 12 % 0 17 0 0 83 RANK No of Respond 0 1st 0 8 2nd 2 33 3rd 0 42 4th 0 17 5th 10 RANK No of Respond 67 1st 0 17 2nd 1 0 3rd 4 17 4th 5 0 5th 2 RANK No of Respond 33 1st 8 58 2nd 2 8 3rd 0 0 4th 2 0 5th 0 RANK No of Respond 0 1st 4 0 2nd 7 58 3rd 1 42 4th 0 0 5th 0 RANK No of Respond 1st 0 2nd 0 3rd 7 4th 5 5th 0

Table 5.6: TeleTalk unique VAS
Tele Talk Frequency Bangla SMS 12 Frequency Quotes 12 Frequency International Weather Forecasting 12 Frequency Push Pull 12 RANK No of Respond % RANK No of Respond % RANK No of Respond % RANK No of Respond % 1st 7 58 1st 2 17 1st 1 8 1st 2 17 2nd 3 25 2nd 5 42 2nd 1 8 2nd 1 8 3rd 2 17 3rd 3 25 3rd 4 33 3rd 7 58 4th 0 0 4th 2 17 4th 6 50 4th 2 17…...

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...REPORT OUTLINE FORM Use this template for your report outline. Please use point form. Include section numbering and headings and sub-headings. The outline should not exceed 3 pages. Writer’s name:Wan Khar Khei Chantal | Tutorial group:G12 | Proposed Title (Tentative):The Importance of Older Workers in the workforce today | Introduction | | Background Provide an overview of the issue, which logically leads into the topic | CSR continues to be an important aspect that companies are looking into as it is becoming increasingly important to be socially responsible. Companies are more willing to adopt CSR as well because they believe that it brings them benefits in the long run thus making their business operations more sustainable. | PPQ List the PPQ, which should be logical and internally consistent | Problem: why are companies not receptive towards hiring the elderly despite the campaigns that promote such CSR practicesPurpose: The purpose in this report is to investigate why Singapore businesses are not actively hiring the elderly.Question: How effective are the current campaigns to encourage companies to hire the elderly? What are the limitations of such methods?Are these policies specific to certain industries or companies only? | Method and limitations Describe the sample size and analysis procedure.State factors that might affect the generalizability of the data, and highlight why the study is still relevant despite these limits | A survey......

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...AN FINAL REPORT ON SALES AND DISTRIBUTION CHANNELS AT STEEL AUTHORITY OF INDIA LIMITED SUBMITTED BY: R.N.MUKHERJEE (07BS3134) STEEL AUTHORITY OF INDIA LIMITED AN FINAL REPORT ON SALES AND DISTRIBUTION CHANNELS AT STEEL AUTHORITY OF INDIA LIMITED SUBMITTED BY: R.N.MUKHERJEE (07BS3134) A Report Submitted In Partial Fulfilment Of The Requirements Of MBA Program Of ICFAI BUSINESS SCHOOL, HYDERABAD DISTRIBUTION LIST: PROF. SUBHASIS RAY (FACULTY MEMBER-MARKETING, IBS Hyderabad) MR. TANMOY SEN (SR. MANAGER (Mrkt-MS), SAIL, KOLKATA) 2 ACKNOWLEDGEMENTS I express my gratitude to Mr. M.R.Rath, Sr. Manager (HRD), Steel Authority Of India Limited (Kolkata) for giving me an opportunity to work with SAIL and for extending support in the form of knowledge and guidance. I would also like to thank my company guide, Mr. Tanmoy Sen, Sr. Manager (Mrkt-MS Division), Steel Authority Of India Limited (Kolkata) as well as other employees of Steel Authority Of India Limited, Kolkata, namely, Mr.R.M.Suresh, Mr. Pankaj Singh, Mr.D.K.Sinha, Mr. N.M.Padhy, Mr. H.Hembram and Mr. M.R.Rath for being a constant source of encouragement as well as for providing guidance throughout the project. I also sincerely acknowledge the guidance and esteemed advice extended by Prof. Subhasis Ray, Faculty Member - Marketing Area, IBS (Hyderabad). Finally, I would like to thank all those people who in the course of my project have knowingly or unknowingly helped me, especially the channel members......

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