Page 49 - IBT August 2021 Issue

Telecommunication Industry CONSTANTLY
EVOLVING

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

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