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Published by: MOHAMMAD SAIFUL ISLAM on Nov 04, 2010
Copyright:Attribution Non-commercial


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1.1 Back ground of the company
1.1.1 History
Grameenphone Ltd., the largest telecommunications service provider in Bangladesh,received its operating license in November 1996 and started its service from March 26,1997. Now, after 11 years of successful operations, Grameenphone is the largest mobile phone service provider in Bangladesh, with more than 28 million subscribers as of  November 2008.The idea of providing mobile phone facility to rural areas in Bangladesh was originallyconceived byIqbal Quadir , who is currently the founder and director of theLegatum  Center for Development and EntrepreneurshipatMIT. He was inspired by theGrameen  Bank micro credit model and envisioned a business model where a cell phone can serveas a source of income. After leaving his job as an investment banker in the United States,Quadir traveled back to Bangladesh, after meeting and successfully raising money from a New York based investor and philanthropist Joshua Mailman, and worked for three yearsgaining support from various organizations including Nobel Peace PrizelaureateMuhammad Yunusof Grameen Bank and the Norwegian telephone company,Telenor . He was finally successful in forming a consortium with Telenor and Grameen Bank toestablish Grameenphone. Quadir remained a shareholder of Grameenphone until 2004.Basically Grameenphone is a joint venture enterprise between Telenor (62%), the largesttelecommunications service provider in Norway with mobile phone operations in 12other countries, and Grameen Telecom Corporation (38%), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank.Over the years, Grameenphone has always been a pioneer in introducing new productsand services in the local market. GP was the first company to introduce GSM technologyin Bangladesh when it launched its services in March 1997. Page 1 of 26
1.1.2 Vision
We are here to HELP .We exist to help our customers get the full benefit of communications services in their daily lives. We want to make it easy for customers toget what they want, when they want it.Their major values are , we never forget that we are trying to make our customers' liveseasier, we want to be a partner in the development of our community , we are aboutdelivery, not over promising - actions not words , We are respectful and professional inregard to all our interactions, both internally and externally.
1.1.3 Financial summary
Grameenphone is not only committed to its customer but also to its shareholders. Theyalways try to provide handsome amount of money as a dividend to its share holder.Although 2007 was not a good year for the GP, they still gave
BDT 26.66
dividend per share which is higher than of any other previous year. Their net profit to turnover ratiodecreased from
in 2006 to
in 2007. It was mainly due to the fact that they hadto compensate
BDT 168, 42, 43 K 
to BTRC for illegal business concern, which directlyaffected not only the Net profit to turnover ratio but also Earnings per share whichdecreased from
from the previous year .On the other hand, Return ontotal asset decreased from
27 % to 18 %
for the fact that they invested
BDT 81,60,99,87
on property, plant and equipment, network. This amount was
times higher than of  previous year. However their dividend payout ratio increased from
19% to 49%
which isgood sign for the investors. In 2007 their revenue was BDT
54,303,146 K 
. Page 2 of 26
1.2 Back ground of the product / service to be covered
1.2.1 Intro of the product
Djuice (short of digital juice) is a youth based mobile phone plan fromGrameen phone.This is a prepaid package. Djuice was launched in Bangladesh on the 14th of April, 2005.The main objective of this brand is to serve the youth segment of the market. The producthas been specially designed to cater the needs of youths of Bangladesh. The 3 mainfeatures of this brand is Music, Messaging and friend. Ever since the launch djuice hasseen a big warm response from the crowd. Within two years djuice Bangladesh hadenlisted around 2 million subscribers. On the 14th of April, 2007 djuice Bangladesh shedits old logo and put on a new logo which was a part of the worldwide re-branding processof djuice. In 2008 they adopted a new brand message that is “Break Free”.
1.2.2 Its purpose
In Bangladesh, all the six mobile operators targets either corporate people or general public. None of them except Grameenphone thought of the young generation who mayhave different need, want and demand. In this situation Grameenphone offered djuice,which is specially catered for the young people to fulfill their need and want by providingdifferent youth oriented features.
1.2. 3 Other items in the product line
Beside djuice they have other four different type of product line. These are -
Smile: This
is a mobile to mobile prepaid package for those people who want tocontrol his/her phone bill. By using this package anyone can call any mobilenumber inside the Bangladesh. Page 3 of 26

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