Page 55 - IBT August 2021 Issue

Shihab
Ahmad
Chief Commercial O cer
Robi Axiata Limited

in every aspect of our business to increase does this allow us to maximize ROI from ad spend but also to
value for our customers. fine-tune our message according to customer preference.
In this connection, apart from ensuring We have also implemented world-class security features and
affordable tariffs, we have increased ensured integrations across all apps and our channels- My
validity on product plans without changing Robi/ My Airtel App, Chatbot, and website allowing real-time
the prices. We have also extended and interactions with our customers. The omnichannel experience
re-extended prepaid customers' validity and system in Robi has a built-in constant feedback loop to elicit
introduced free transfer of balance and customer insights. We take frequent surveys to quickly
flexible payment options. Also, Robi has respond to customer feedback and integrate these changes into
heavily encouraged customers to stay home the system.
and avail services through our digital
channels, where user experience has been As a veteran professional in the Telecom sector, what
significantly amplified and simplified for would you say are the most rewarding factors of
convenience. Furthermore, we also working in the industry? What are the achievements of
your professional life you fondly look back at?
introduced a special package for our I have been privileged to have the golden experience of
frontline health workers as a token of working in the Bangladesh telecom industry since 2004. I have
gratitude from the company, where we gone through the ups and downs, pains and pleasures of the
provided free 33 GB of data per month for sector as it evolved into the driving force behind Bangladesh's
six months. We have also allowed payment socio-economic development.
through Robi balance for subscribing to The Telecom industry facilitates the latest technology that
popular apps. It has allowed the customers took up a number of initiatives to address these changes in the Robi has invested a lot of resources in connects millions of Bangladeshis across the country
to avail services at a more affordable price. consumers’ behavior. We have encouraged and enabled people Robi Digital Universe; How will the irrespective of their socio-economic condition. More than 17.4
Furthermore, as part of continuous product to showcase their talent in singing, video-graphing, editing, platform enhance the aggregate crore SIMs are in use, nine crore plus individuals using
innovation to maximise customer value, we through various brand engagements in digital format. For customer experience? telecom service, it is a testament by itself. Being part of this
are the only operator in the country to example, we enabled digital learning through Robi-10 Minute The consistent user experience and service journey and working side-by-side with so many other telco
introduce an innovative data bank package School, facilitated digital participation in a star-studded excellence across all channels differentiate greats of Bangladesh is the most rewarding factor for me. The
in the My Robi app. This service allows orchestra “Bijoyer Shurer Notun experience” during the last a great customer experience from a good telecommunications industry is fast-paced; new scenarios
customers to purchase data and use it Victory Day, and organized Eid celebrations online through one. The Omnichannel user experience is unfold every day, new technology, new market moves. Be it
anytime as per their convenience without “Eid Fashion Challenge”. something we have been working on to stressful, challenging as it is; this is another rewarding factor
Robi Axiata Limited was recently very successful in this regard, thanks to the shared purpose of having to think about validity expiration. We are also trying to cater to the growing video streaming connect all our digital touchpoints to for me. Concurrently, I want to stress the fact that everything
recognized with the Innovation the organizational culture over the years. People of the While we focus on affordability and bring needs through our own OTT platform, Binge, which has more ensure customers don’t have to start from has been possible because of work done by passionate,
Leadership Award and the Green organization are expected to demonstrate agility in doing the network to all customers with massive than 3,000 exciting on-demand entertainment content the very beginning while switching between
Telecom Award at the 19th Global things digitally, collaborate to deliver, and inspire to innovate. investment, we will continue to remain platforms. committed team members, and I happened to be part of them
Edition of the Business Leader of the competitive in terms of affordability of including children’s content, local and international At the centre of our digital universe lies- and had the opportunity to lead some of them.
year award in India. How vital are This recipe has created an organizational culture that service and variety without compromising web-series, popular films, and exciting sports tournaments. My Robi/ My Airtel app- we have been Speaking of personal achievements, I fondly look back at the
innovation and environmental celebrates the pursuit of innovation in every aspect of the The recently concluded COPA America tournament was time during the early 2000s when I spent a significant amount
sustainability in Robi Axiata Limited's business. the quality of experience through the watched by thousands of people. We also aggregated and building these platforms using the of time studying, assessing and strategising deployment
long-term strategy? It has allowed us to take up several ground-breaking pursuit of digital innovation. integrated all the digital services in a single platform– My Robi “Super-App” concept. These apps options for the telecom companies, which has become part of
Digital innovation and environmental innovative initiatives to serve the needs and wants of all our App and My Airtel App. Our customers found it incredibly easy meaningfully collate and integrate all the excellent infrastructure we have today. Subsequently, the
sustainability are the two core elements of customers. Especially during the pandemic, Robi has been able How are you ensuring effective to interact, engage and take services from this platform. digital services to provide ultimate successful Robi-Airtel merger project was another highlight of
consumer engagement in the
our long-term strategy. As a customer-centric to do justice to its promise of offering a new experience in the post-pandemic world? During the lockdown we have partnered with Gaan Bangla to convenience for the customers. We have my career. I was heading this as Integration Director in Robi,
company, it is only natural that we would lives of its customers with unmatched innovation in the use of As I have mentioned before, we have an create live weekly musical shows knowing how much people already built up the My Robi/My Airtel and this was one of the most successful telecom integration in
put special focus on these matters. AI and Data Analytics solutions. We are confident that we are active social listening mechanism that miss live music sessions. Apart from entertainment, we also universe in a way that it can support the the world. It made Robi a stronger player in the market; by the
The Innovation Leadership Award and the ready to dominate the digital landscape of the future. allows us to swiftly track shifts in social addressed a growing concern of mental health among the digital needs of our customers- starting end of the project, we gained over 9m subscribers and grew
Green Telecom award only confirms that we Subsequently, our vision of net-zero emission creates an interaction trends, entertainment, and youth with an integrated campaign that encouraged friends to from digital self-service to a range of revenue by about 3.5 billion.
are heading in the right direction. The opportunity to rethink the way we power our network. As the lifestyle needs. We assessed the conditions just be there for one another in these trying times- such lifestyle needs, like streaming, health, Robi had been driving innovation in the country, as we believe
Innovation Leadership award was conferred country becomes ever more digital, our environmentally consumers were living in through in-depth meaningful messaging gained tremendous organic traction gaming, etc. in continual innovation in bringing relevant services to the
to us for the outstanding initiatives we had sustainable approach to running our business will go a long market research. The research findings very and engagement among our customers. An exciting new frontier we have been people. We launched the “r-venture” program to encourage
undertaken to use the power of Data way in meeting the national commitments under the much directed our engagement efforts. The Additionally, through advanced analytics and tracking exploring is the AI-based customized people on digital innovation, not only by competition but also
Analytics and Artificial Intelligence (AI) in Sustainable Development Goals. core needs of customers trying to connect methods, we introduced the country's first ever digital Corona offering. It uses the power of Machine by investing millions in BDT to support top innovative ideas
addressing pandemic issues; concurrently, with loved ones, acquiring knowledge, daily Update service in association with the Postal & Learning and robust statistical models to from employees and across the country. As the r-venture
the Green Telecom award recognized our How is Robi Axiata Limited ensuring that mobile entertainment needs, etc., mostly did not Telecommunication Division and ICT Division of the predict future consumption patterns of our program sponsor, I take pride that some of these initiatives are
effort towards delivering our vision for internet and digital services remain affordable for the change- what changed were the methods Government. The platform used crowdsourced information to customers. We closely study the past becoming full-blown tech ventures in the country. In summary,
net-zero carbon emission. mass population of the country? and mediums these needs are being fulfilled identify high risk areas to warn people when entering those behaviours of our customers to anticipate this has been a rewarding experience and a journey of many
Finding the right balance among the short, At Robi, we are constantly striving to ensure maximum value with. areas through real-time SMS alert notification and integration future usage and offer customized offerings achievements both for me personally, as well as Robi as a
medium and long-term strategies is a very for our customers in return for their spending in purchasing As the leading digital service provider, we of Covid-19 map on our self-care apps- My Robi and My Airtel. to each of our unique customers. Not only company.
tall order for any company. Robi has been any services from us. We are always keen to bring innovation

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