Page 47 - IBT August 2021 Issue

results were inspiring, within a year we reached 16.5 million
Can you tell us about your 15-year journey
with Grameenphone? Can you elaborate on
some of the professional challenges at
Grameenphone that have contributed
significantly to your growth as Chief
Marketing Officer?
Mobile connectivity was not a mass phenomenon
back in the days when Grameenphone began with
the vision of removing this digital divide and
empowering societies. A couple of us, including
the current CEO Yasir Azman, joined during
2005/2006 to shape up the Telco distribution,
paving the path to massify it rather than its
existing classified presence and make
connectivity affordable and accessible for rural
Bangladesh. I joined GP after coming back from
the U.K. It was my sixth organization at that
time (I was in the 5th year of my career), and I
was a bit of an explorer. Frankly speaking, I
thought two years would be my best bet. Since
then, it has been 16 years now, and every day
this organization has given me challenges
through which to make an impact in society;
that's what we do in GP – we empower and
transform lives.
Reflecting on the early days, we were on a
passionate journey to connect the entire nation,
and we had a mission to make that happen. The
challenge was to break the norms of a traditional
telco, making it an FMCG, and take it to the
masses. So we transformed the distribution
ecosystem to serve the farthest corner of the
country, established the regional setup to
strengthen up to the thana level and, simplified
the processes so that anyone could sell with
limited tech knowledge. We also launched the
BDT1000 handsets for affordable access and
conducted massive consumer activities to educate
the country with the power of technology. The
shopping, or business operations. families through BRAC and helped bring support from the
in 2007 from 10 million in 2006. And since then, the hunger
continues to connect the next ten million.
The next big thing was the emergence of the internet, and this
was another game-changing moment for us in 2013.
Connectivity has removed obstacles for people making their
lives convenient. But working in Grameenphone, which is a
first-mover, is always daunting. We, as an organization, are
customer-obsessed and are continually striving to bring in
innovative products and services. As a result, we took up the
mammoth task of connecting the entire nation with 3G
connectivity. The Internet was still a luxury, and the job was to
create awareness and educate our people, showing them how
the internet can transform their lives. We were determined to
build a digital generation, enabling the youth to flourish by
leveraging the power of the internet. We thus came with the
biggest internet-based nationwide event called I-Gen. In our
pursuit to enlighten and simplify lives through the internet,
we expanded with 10,000 3G towers within just two years and
introduced affordable co-branded 3G handsets.
Now we are in the digital era, and the challenge continues at
an exhilarating pace. This time it's about building Digital
Bangladesh with the power of 4G, building a digital ecosystem
that unleashes the new energy. With the ambition to connect
the unconnected and ensure uncompromised customer
experience, we have upgraded all our towers to 4G. Our
modernized network enables future-forward technology,
facilitating customers' digital lifestyle. With the inevitable
surge in digital technologies during the pandemic, we
revamped our one-stop digital solution from catering to the
simple self-service app to a comprehensive solution. Keeping
customers at heart, we provide all the benefits of network
connectivity from Grameenphone and an array of lifestyle and
entertainment offerings to become the preferred digital partner
for our customers. The responsibility as the forerunner coupled
with a very competitive market is exciting yet challenging. The
market is changing rapidly, and our customers are also quick
adopters, which puts us in a unique position reflected through
the spike in digital emergence during the pandemic.
We started with simple voice service moving onto Edge,
transitioning to 2G, 3G, and now 4G. We are already seeing 5G
peeking at the horizon. With new tech advancements emerging
worldwide, being up to date and transforming our customers
into this digital journey, onboarding them, and interacting
with them always keeps me on my toes. But at the end of the
day, I love to take on challenges, which keeps me going.
How have you shaped the brand image and
communication strategy of Grameenphone?
Our brand strategy and communication evolve around our
purpose – empower societies and our mission to connect
customers to what matters most. Our customer needs have
been our key business focus which we have aligned seamlessly
with our network and digital services. Throughout the last 24
years, we have always wanted to add value to our people's
lives by providing simplified and meaningful solutions. As a
result, people across the nation have depended more on us to
perform most of their activities, whether work, education,
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through the rough tides during this pandemic.
You remember "Kache Thakun," where we talked whole country using our marketing efforts. So, this year we
about the power of connectivity and being close again responded to the nation's call and continued to stand
to our loved ones. Now we are talking about beside the impoverished masses through "Daakche Abar
possibilities – the capacity of 4G, ensuring Desh" in partnership with BRAC.
freedom and enabling us to unshackle from all · During brief periods when the lockdowns eased up, we
the barriers. Marking the 50th year of our nation, focused on the new normal lifestyle and subsequent
we connected the entire country with high speed campaigns, like 'Chailei Shombhob,' and emphasized our
4G implemented through the highest number of education-focused products that were all about making
towers during these trying times. As the largest things possible.
brand in Bangladesh, we believe we have a role · As a more recent example, we converted all our network
in standing beside the nation and overcoming towers to 4G towers to mark the 50 years of Bangladesh.
obstacles together. Moreover, we devised Bringing together these two landmark achievements
affordable and customized data solutions for allowed us to do a nationwide inspirational campaign that
university students to conveniently empower welcomes the prosperous digital future of Bangladesh.
them with online education possibilities. We also
introduced customized packs for frontline doctors Over the last 24 years, Grameenphone has been
and people from various walks of life. In working to democratize technology benefits and
ensure access to connectivity for all. How will the
addition, we introduced the 4G Pocket Router to addition of 16,000 4G towers assist in further
help people easily carry on their work during the facilitating this?
crisis. Bangladesh is one of the fastest developing countries globally,
and our agility and adoption of technology is impressive.
What are some of the most memorable
campaigns you have strategized? Can you From purchasing bus tickets to watching international cup
tell us about them in detail? football – all is possible through the internet and mobile
First of all, in Grameenphone, we have a unique network. Infrastructurally and economically, we are growing
and agile pool of world-class talents who faster than many Asian countries, which results in continuous
constantly challenge and push themselves to geographical expansion. Look at Dhaka two decades back and
deliver their best. I am fortunate and humbly fast forward another decade from now – urbanization,
gratified to be able to lead this team. I earnestly civilization, and growth are phenomenal. Simultaneously,
believe I only serve them to make their work Grameenphone has kept a consistent momentum of growth in
meaningful, exciting, and free from blockers. Last terms of technology and connectivity. Merging with the
two years as the CMO, I have been part of many demands of time, we shifted from a 2G to 3G network, and
of the fantastic things we have delivered as a now we have a robust 4G network. As a Telecom service
team. But I can point out some of the campaigns provider, we need to keep pace with this development with
that touched the hearts of millions. constant investment in towers to improve people's quality of
· Starting with the 'Kothagulo here na jaak' service and overall connectivity. Grameenphone has
campaign back in February 2020, we realized accelerated the idea of empowerment through digital
that many around us could not speak. So, as connectivity and unveiled the manifold possibilities of digital
part of our commitment to customer-centricity, transformation. The last two decades have seen a rapid
we launched our customer care channel change in people’s mindset regarding technology adaptability
'Signline,' where members of the profoundly and its implementation. The addition of 16,000 4G towers of
deaf community can take customer service Grameenphone will add to this pace and propel the nation
using sign language through video calls. We towards an efficient and digitally-enabled lifestyle. We have
also did our part in educating people on sign the highest number of base stations covering the highest
language awareness and tried to make their populated geography in the country, and the journey
lives easier. We also converted one of our continues.
historical assets, the 7th March speech by the
Father of our nation Bangabandhu Sheikh The ongoing pandemic has revolutionized the digital
arena – how is Grameenphone leveraging this shift,
Mujibur Rahman, into sign language to further and what does it take to create a successful marketing
illustrate our commitment to inclusivity. campaign in a digital era?
· Then the world was hit by the pandemic, and Our job as a marketer is to impact our customers' lives with
we realized we had a duty to help our fellow our products and services. For this, we need to understand our
countrymen. So, we dedicated our digital customers, their lives, lifestyle, ever-evolving needs, and
capacity and reached to raise awareness on the challenges. And this is not an easy task for a brand of 82
critical COVID-related issues. We also had a million, which makes it really interesting. A brand at this
joint initiative with BRAC, 'Daakche Amar scale touches millions of jobs, lives, relations, and moments.
Desh,' where we directly supported 1 lac So we took the challenge of helping Bangladesh navigate
The task is extensive and demands a lot of
creativity. To handle the pandemic better, we
also partnered with Dr. Tasnim Jara, a vaccine
luminary, to reach a wider audience and people
to build a nation with less stigma and more
knowledge.
We also took various initiatives and
contributions to stand by the health frontline
heroes, retailers, and customers through
programs. We offered free minutes for millions
of customers to stay connected to their near
and dear ones, a 100% data bonus, affordable
call rates, and data offer to 25,000 DGHS
certified doctors. We acknowledge the
contributions of its retailers, who play a critical
role in serving its customers during the crisis,
and have announced a safety-net credit scheme
for our most affected retailer's worth of BDT 10
crore to help them overcome these difficult
times.
In your opinion, how is the job sector
changing, and what is/are the critical
competencies required for aspiring
marketers? Also, what are some of the
marketing trends we are likely to see in
the upcoming future?
Times are uncertain, and digitalization is on
the rise, seeping in all aspects of our lives and
revolutionizing our ways of living. We, as a
nation, are quickly grasping the global market
trends, and aspiring marketers should keep an
eye on the trends. With the growth of our GDP
and the Digital Bangladesh vision in mind –
our future is moving towards a point where we
would have a much better market alignment
with the developed economies than ever before.
This transition is a monumental shift in our
behavior. It applies to our interactions with
consumers (online marketing and sales
channels, digital products) and how companies
operate, including our human capital.
Consumer mindsets are rapidly shifting, which
is quite evident with the growth of e-commerce
for shopping, OTT platforms for entertainment,
mobile financial services, and many other
industries. The pandemic has accelerated the
advent of the digital ehealth ecosystem in
Bangladesh, growing at an anticipated rate.
Upcoming marketers need to train themselves
up with digital marketing, e-commerce,
f-commerce, AI-based services, machine
learning, etc. The job sector is changing just in
the same manner, creating more growth
opportunities for candidates who can
multitask, work smart, and know the use of
the available technology.
What is your five-year vision for Grameenphone's
marketing endeavors and yourself?
Grameenphone's all-time vision is to empower society. We
connect people to what matters most to them so that people
can make things possible with the power of connectivity. We
want to walk hand in hand with the country's vision of a
Digital Bangladesh, transforming lives, keeping up with the
rapid pace of customers' demands, staying relevant, and
fulfilling them. But we cannot move forward towards our goal
by just catering to particular segments. Hence, we take it
upon ourselves to democratize fast internet connectivity at the
country's remotest corners.
With our innovative digital services and portfolio we want to
be a front runner in this 4th Industrial Revolution to touch
and transform millions and change them for the better. The
world seems to be revolving at lightning speed these days,
and the trends are also drastically changing. With that in
mind, it is evident that to keep up with our rate of economic
development, we need to invest in the latest technology
continuously. Moreover, to be contemporary and to cater to
customers' needs, we need to ensure the quality of service
both at the network and consumer side.
On the other hand, modernization to better serve customers
will also require future-ready skills for our youth, and
constant reskilling and upskilling as multi-disciplinary gives
an extra edge. With the accelerated momentum towards the
fourth industrial revolution, building futuristic competencies
will be pivotal to move ahead. However, the technological
revolution also imposes threats on cybersecurity, and to
mitigate that, we have continuously strived to educate the
masses. While we do what we do, our guiding principle across
the organization remains constant – ensuring that everything
we do is ethical throughout our supply chain as a responsible
corporate citizen.
Our ultimate objective as a leading service provider is to work
towards a digitally connected and inclusive society. We also
aim to nurture the meritocracy of the youth in transforming
us into a knowledge economy. Finally, our responsible
business attitude will inspire millions to step forward in
keeping our world safe today and tomorrow.