City Cell

1.
0 Introduction:
The history of mankind proves that communication is a very important in the day by day
life of the common people. Since then, there have been attempted in make communication easier
people has been concentrating on it and such as today we see the birth of the latest devices of
communication and telecommunication. Bangladesh is not so far away from such technological
advancements, compared with the rest of the world. The country has witnessed a rapid boom in
the mobile phone industry. Within the last one decade, the user base of mobile phones has
skyrocketed to massive proportions.
There are currently five companies in the industry, namely, CityCell, Grameenhone,
!"T#$, Banglalink and Teletalk. The acific Bangladesh Telecom $imited owning CityCell
introduced cellular telephones in Bangladesh using !%S technology in the early nineties.
&nitially a monopoly, the company charged a premium price for their connections and was
affordable only the upper'upper segment of the country, especially for residents of (haka and
Chittagong. Their network was also limited to this (haka'Chittagong region. They are still
remembered by many for their initial overcharging. &n those days, they became a symbol of
affluence. ) years later, Grameen hone and !"T#$ *T%&B+ came up with GS% technology and
soon Sheba Telecom followed suit with W$$ technology. Subse,uently acific Telecom switched
to C(%! - and Sheba tuned with GS%. With the entry of G and T%&B into the scene, price
came down significantly to be afforded by the upper and middle class segments of urban
population and network coverage e.panded countrywide. /ntil then, all operators provided full'
fledged connection with at least 0W( and T1T connectivity. There after, state owned land phone
connectivity provider BTTB refused to provide any more inter connectivity with land phones to
mobile phone operators for additional subscribers.
resently it can be definitely assumed that, the market for mobile telephones in
Bangladesh is by any scale, promising. 2or mobile operators, at least two things are worth to be
born in mind. 2irstly, the core product itself is a highly technical service, so brand'image and
noticeable product features are needed to differentiate the product. Besides, a recent study shows
that awareness level of different target market is e.tremely high. !lmost everyone who can
operate and afford a cell phone knows about the service and also the name of top three operators.
So, for top three players, the game is to generate as much trial as possible by converting non'
/nderstanding the attitude of the youth market towards Brand reference in Bangladesh

users and at the same time retaining the users. Since the market has 3ust started to approach the
mass segment, new market penetration seems to be the least e.pensive strategy.
1.1 Origin of the report
This internship report was carried out to fulfill the partial re,uirement for the completion
of the BB! rogram of 0orth South /niversity. & 3oined acific Bangladesh Telecom $td as an
intern for the period %ay to !ugust 4556. &t has been a very interesting e.perience, one that has
provided an in'depth perspective into the actual workings of an organi7ation. & have been able to
provide a view of their operations and also learn from those who work in City Cell about the
every day problems faced and the greater business issues in general.
The youth market today is an e.tremely technologically aware, a segment of society that
has been active in transforming the application and use of digital technologies in unprecedented
ways *Selian, 4558+. This market segment is here defined as the range of teenagers and young
adults between the age of -)'49 comfortable communicating via mobile phones and playing with
digital gadgetry than any previous generation with using the &nternet, building websites.
/nderstanding the youth segment is core to the long'term success of the mobile industry
*Wireless World 2orum, 455:+. ;oung people represent (ifferent sectors of the market with high
li,uid assets, a higher demand for communicative devices than any other demographics. The
youth market has historically shown a rapid viral adoption of new trends and can often self'
market products and services with little input from the producer or provider *Wireless World
2orum, 455:+. &n order to understand the attitude of the booming youth market of mobile users in
Bangladesh, a thorough assessment of this segment is crucial, especially for the interest of
CityCell and other mobile phone companies operating in Bangladesh.
!s the young consumers itself is important in the mobile phone industry, mobile operators
in developed nations have already started studying this market from all possible perspectives in
order to understand their guiding motivators. The popularity of mobile phone among the youth
market in Bangladesh has emerged only 6<= years back. 2rom that viewpoint, it is still a new
technology on the rise in a developing nation like Bangladesh. >owever, the market is growing
fast and new competitors are arriving in the market. &n this situation, it has become necessary for
the mobile operators like CityCell in Bangladesh to get hold on the attractive segments of the
youth market and rule over rivals by following differential strategy.
2

1.2 Objectives of the Study
1.2.1 General Objective
To develop a conceptual model of the factors influencing the attitude of the youth market
of mobile users in Bangladesh while preferring a brand and find out the attitudinal changes
brought by this combined influence.

1.2.3 Specific Objective
-. To identify the internal and e.ternal factors influencing the attitude of the youth market
of mobile users in Bangladesh and investigate how they influence.
4. To investigate the attitudinal changes of the youth market of mobile users brought by
the combined influence of these factors.
1.3 Statement of Significance
The study will make the following significant contributions to CityCell in Bangladesh.
&dentifying the internal and e.ternal factors influencing the attitude of the youth market of
mobile users in Bangladesh which would provide a comprehensive portrayal of the youth
market segment to CityCell, which will help the company to implement an effective
positioning strategy.
&dentifying the factors influencing the attitude of the youth would provide a guideline to the
CityCell to adopt factors that influence positive attitude and re3ect factors that influence
negative attitude.
CityCell would be able to compare its present market situation with other mobile operators in
Bangladesh and would also get to know the current position and acceptance of other mobile
operators among the youth market in the country.
This study would enable CityCell to design and offer their services according to the
re,uirements and preferences of the youth market of mobile users.
The findings of the study would also assist the policy makers and e.perts of CityCell to come
up with effective decisions regarding this specific market segment.
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1.4 Research ypothesis
2or this study, the researcher is going to undertake e.planatory hypothesis, where there is
an implication that the e.istence of, or a change is, one variable causes or leads to an effect on the
other variable. Therefore, for this research, the independent variables are the internal and e.ternal
factors of a young mobile user. The internal factors are demographic, psychographic, behavioral
characteristics of a mobile user and his<her perception towards ?%obile hone@. An the other
hand, the e.ternal variables are media and advertising, brand image, youth service offerings,
reference group influence. The dependent variable is the attitude of the young people. Therefore,
the research hypothesis would be, the internal and e.ternal variables play important role in
changing and shaping the attitude of young people using mobile phone in Bangladesh.
1.! Research "esign
With the intension to identify the factors, e.ploratory research design will be
selected as suitable for this study.
1.# Scope of the Research
!s far as the youth segment is concerned, the researcher has restricted from the age range
of -) to 49 years. This study includes the school students, college students, university students
and office e.ecutives. Therefore, this research is e.pected to represent the youth market of
mobile users and reflect their mobile phone behaving pattern. &n order to complete the study
within the given period, the researcher concentrated the study in (haka only.
1.$ "ata %ollection &ethod
Both of the primary and secondary information has been used to conduct the
study. &nformation was collected through open ended and close ended ,uestionnaire. The
,uestionnaire contains 4: ,uestions -4 of which are open ended ,uestions.
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1.$.1 'rimary source
&n terms of primary source, data has been collected directly from different mobile users of
different segments. >ere & have used both ,uestionnaire and personal interview to collect the data
from the direct user.
1.$.2 Secondary source
&n the secondary source, data are collected through the different te.tbooks and 3ournals
relating to the theoretical framework of the pro3ect was accessed to define and to determine
satisfaction. 2urthermore, annual report, company pro3ects profile, related data, brochures had
been collected from the City Cell and also the web page relating to City Cell have also been used
as our source of secondary data.
1.$ Sampling &ethod
1.$.1 Sampling procedure
2or this study, the researcher has to get respondents who are the regular users of mobile
phone offered by any mobile operator. >owever, there is no list of young mobile phone users
available with the mobile companies. Therefore, the researcher has no other option than to
follow one of the non'probabilistic sampling methods, known as Convenience sampling. &n this
method, the researcher can take any one *within the age range+ from any educational institution
or organi7ation who is a regular mobile phone user. !ccording to 0aresh " %alhotra,
convenience sampling can be used for generating new ideas, e.ploring new opportunities.
1.$.2 Sample si(e
95 mobile usersB of schools, colleges, and universities *academic institutions+ students and
3unior e.ecutives of commercial organi7ations in (haka city are picked for this study.
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1.$.3 Sample )rame
Table1: Consumers Occupation
Accupation Sample allocation
School Students 45
College students 45
/niversity students 45
Affice e.ecutives 45
Total 95
1.* "ata +nalysis
!s this is an e.ploratory research, the out come of this research is restricted to only the
development of an initial understanding. 2or the e.ploratory research the unstructured data
collection has been included and the non'statistical data analysis has been e.ecuted for data
analysis. 2or this reason, the researcher has collected data by using ,ualitative method.
articularly the ,ualitative data has been gathered from in depth personal interview and content
analysis has been properly utili7ed.
1., %ontribution to the -no.ledge
The research would make a remarkable contribution to the theoretical literature, particularly,
in the case of mobile companies operating in Bangladesh as well as in the market conte.t of
developing countries.
! well'constructed study on the attitude of the youth market of mobile users in Bangladesh
may give a new outlook of the youth segments for the mobile operators like CityCell in the
developing countries.
The conceptual model developed based on the attitude of youth in this study will enrich the
?attitude@ related literature of the developing country as this model could be adapted and
validated for other countries.
1.1/ 0imitations
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The findings are based entirely upon the research conducted in (haka and hence may not be
applicable directly to other districts on counts of socio'culture diversity and conte.tual
factors.
Such a survey needs to be undertaken periodically to 3udge the e.act consumer perceptions
that they keep changing with time.
(ue to constraints of time, certain topics have not been touched upon at all during the course
of study. !n in'depth analysis may be further taken up in each of the sub'topics covered.
2.0 Organizational Part
2.1 1he %ompany
acific Bangladesh Telecom $imited *BT$+ is the first mobile phone service provider in
the &ndian subcontinent. The address of the >ead office isC ?acific Centre@ -8, %ohakhali C<!
(haka -4-4. !nother office in 9-, "akrail *Ground 2loor+ , (haka D -555. Ather branch offices
in Ea3shahi, Sylhet, "hulna and Chittagong.
2.2 'acific Group 0td.
The acific Group is a group of companies under common ownership. The group has
interests in automobile service *acific %otors $td.+, consumer electronics *acific &ndustries
$td.+, fisheries *Bengal 2isheries $td.+, tea *0oyapara Tea Company $td.+ and
telecommunications *acific Bangladesh Telecom $td.+. This group of industries was founded by
renowned industrialist and current honorable foreign minister D %r. %. %orshed "han.
2.3 1he %ompany istory
&n Actober -FF5, >utchison Bangladesh Telecom $imited *>BT$+ was formed as a 3oint
venture between Bangladesh Telecom $imited *BT$+ and >utchison Whampoa $imited of >ong
"ong. &n %arch of that year BT$ had been issued a license by Bangladesh Telegraph and
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Telephone Board *BTTB+ for operating cellular, paging and other wireless communication
networks.
>owever, soon there was legal dispute between BTTB and BT$ regarding the refusal of
BTTB to provide ublic Switch Telecommunication 0etwork *ST0+ channels for connectivity
to the BTTB network. The Supreme Court then ruled in !pril -FF) that BTTB would have to
provide ST0 connections to >BT$, and that BT$ would have to transfer the cellular portion to
the license of >BT$. BTTB gave >BT$ the ST0 connections in !ugust -FF) and >BT$ began
commercial operation of the first cellular telephone service in Bangladesh in the same month. The
owners of >BT$ decided to sell their stakes in the company due to the legal war. >BT$Bs shares
were divided into two partsC Type !, which was held by BT$ and Type B, held by >utchison.
#ach type of share represented :5G title of >BT$. acific %otors $imited bought the type !
shares while >ong "ong based financial investors 2ar #ast Telecom $imited bought the Type B
shares.
An -4th 2ebruary -FF6, >BT$ was renamed acific Bangladesh Telecom $imited. BT$
uses the brand name CityCell to market its cellular products. &n order to boost the financial and
also the managerial strength of BT$, the shareholders of BT$ has completed the transaction
under the agreements in which 2u3itsu $imited, Hapan and !sian &nfrastructure (evelopment
Company *!&(#C+, established in Cayman &slands, would ac,uire -5G and 45G e,uity shares in
BT$, respectively on Hune 4555. &n Hune 455: CityCell and SingTel ac,uired.
2.4 %urrent o.nership Structure
2.4.1 %urrent o.ners
C&T;C#$$ *acific Bangladesh Telecom $imited+ is a privately owned company with
ma3ority foreign ownership e,uity. 2ollowing lists the current owners of C&T;C#$$ *BT$+C
8

2igureC Awnership structure of C&T;C#$$
2.4.2 'acific Group 0td
The acific Group is a conglomerate, which includes the Telecom Strategic Business /nit
*SB/+ responsible for the service provision and marketing of the C&T;C#$$ brand. This SB/ is
known as acific Bangladesh Telecom $td *BT$+. &t is responsible for the overall management
of the telecom business that acific Group of companies is involved in.
Eenowned industrialist and current foreign minister D %r. %. %orshed "han, founded this
group of industries.
2.4.3 +c2uisition of Sing1el
SingTel is !siaBs leading communication group with operations and investments in more
than twenty countries and territories around the world. Serving both the corporate and consumer
markets, the SingTel Group is committed to bringing the best of global communications to
customers in the !sia acific and beyond. With significant operations in Singapore and !ustralia
*through wholly'owned subsidiary SingTel Aptus+, the Group provides a comprehensive portfolio
of services that include voice and data services over fi.ed, wireless and &nternet platforms.
Aver the years, SingTel has grown to be a global player with a strong regional heritage.
With one of the most e.tensive and advanced telecommunications infrastructure, the Group offers
unparalleled reach in !sia and beyond. SingTelIs highly developed international network provides
direct connections from Singapore to more than -55 countries. &t is a ma3or investor in many of
9

the worldIs most sophisticated submarine cable and satellite systems. The Group is the second
largest satellite operator in the !sia acific.
SingTelBs ability to support multi'national corporations *%0Cs+ on a cross'border basis is
anchored by its e.tensive network of SingTel Global Affices *SGAs+. 2ound in ): cities in -=
countries and territories across !sia acific, #urope and the /nited States, the SGAs provide
%0Cs with a single point of contact. The GroupBs other ma3or investments in the region include
!dvanced &nfo Service of Thailand, the Bharti Telecom Group of &ndia, Globe Telecom of the
hilippines and Telkomsel of &ndonesia. Together with its regional partners, SingTel is !siaBs
largest multi'market mobile operator, serving almost 6: million customers in si. markets. SingTel
employs more than -F,555 people worldwide and had a turnover of SJ-4.64 billion */SJ=.6:
billion+ and net profit after ta. of SJ).4= billion */SJ-.F9 billion+ for the year ended )- %arch
455:.
Singapore Telecommunications $imited *SingTel+ recently announced that it has invested
/SJ--9 million for a 8: per cent e,uity stake in acific Bangladesh Telecom $imited *BT$+.
Af this investment, /SJF5 million will be applied towards the subscription of new shares. &n
addition, SingTel has a call option to increase its e,uity interest in BT$ to 65 per cent for an
additional /SJ6: million. The option can be e.ercised between - !pril and )5 Hune 455=.
2.! &ission
BT$Bs mission statement is ?To be the most successful cellular, paging and other
wireless service provider in Bangladesh by virtue of having greater operating e.pertise.@
CityCellBs inherent emphasis is on ,uality, not cheapness of service. The first priority is to
provide a high end service that can be used for both commercial and personal use.
2.# 3ision
The Kision of the company is ?To continue to be the leader in the Telecom industry in the
region and provide a complete communication solution to the customers with a smile.@ There is
an emphasis on strong customer relations. This is important to CityCell especially as, until
recently, they positioned their packages as high end packages *corporate and business users+.
Such customers will re,uire strong support for brand loyalty to develop.
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2.$ Objectives
2.$.1 4ualitative Objectives
&ncreasing service offerings.
#.panding the network.
Creating innovative, uni,ue, and cost'effective various products to customers.
&ncreasing loyalty by focused customer retention program.
2.$.2 4uantifiable objectives
&ncrease subscriber base to -.6 million by (ec )-, 4556
F: G overall network availability by the end of 4556
0etwork coverage in 6- districts *out of eligible 6-+ by the end of 4556
2.* Strategies
2.*.1 )unctional 0evel Strategy
BT$Bs focus is on efficiency, ,uality, innovation, and customer
responsiveness.
2.*.2 5usiness 0evel Strategy
BT$ applies cost leadership and differentiation strategies as its
business level strategies.
2.*.3 %orporate 0evel Strategy
BT$ follows related diversification as their corporate level strategies.
2., &ar-et 'romotion 6 %ommunication
Brand %anagement
#vents %anagement
!dvertisement 1 romotion
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ress !dvertisement, Autdoor !dvertisement in Strategic points, oint of urchase
*A+
2.1/ Sales 6 "istribution
2ocus on corporate sales through BT$ sales e.ecutives
Strengthen 1 build up the relationship with dealers 1 outlet holders
&ncrease sales outlets in strategic points
Ee'alignment of distribution structure
/niform profiling of sales outlets
3.0 Literature Review
3.1 5ac-ground of the problem
%obile phones are no longer used purely for phone calls. They have now taken on a
convergent form, where the user can access the &nternet, download polyphonic ring tones, te.t
message other mobile phones using S%S, take photos and send emails all from their mobile
handset. Ane group in particular that has heavily adopted this technology is youth. This new
media technology has spread rapidly and has created a whole new youth culture, particularly in
urban centers *Graves, 4558+. %obile phones have taken off ,uickly. &n 4558 The #conomist
reported that 655 million mobile units are sold each year. ;oung people in particular are a
lucrative market for the mobile'telecommunications industry and account for a large percentage
of their profits.
%any mobile operators have already shifted their attention on the youth market, targeting
it not only because this segment represent tomorrowBs adult consumers, but because they also
command a significant portion of their parentsB disposal income. These young people are the big
spenders of tomorrow *Selian, 4558+. !s far as this researcher is aware, no ma3or effort has yet
been taken to study the attitude of the youth market of mobile users in Bangladesh. Therefore,
this study conducted by Citycell on the youth market is 3ustified.
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3.2 Statement of the 'roblem
&n terms of market share of mobile phone operators in Bangladesh, Grameenhone
constitutes the highest share of :FG, !"T#$ 4=G, CityCell 6G, Banglalink =G, and Teletalk -G
*(aily StarL %ar -), 4556+. The total number of mobile subscriber in Bangladesh is around
=,)):,555. !s G is en3oying the -
st
position in this race and CityCell is nowhere but in number 8
in the : man race, it is very important for CityCell to find out e.actly what are the triggering
factors that affect the youth market of mobile usersB attitude for any brand preference.
Consumers are very dynamic and never static when they are choosing their brand. They
may chose one brand today but if some other brand offers something more attractive, they will
not hesitate to switch their brand. So, ultimately it can be said that the mobile phone users in
Bangladesh are not yet brand loyal. So, to retain the ma.imum users, the company must find out
the triggering factors. (Banglapedia, 2000)
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4.0 Organization Structure
BT$ has around 655 employeesC
4.1 &ar-eting "ivision
4.1.1 )unctions of the Sales and mar-eting "ivision
The ma3or marketing goal of this division is to capture a significant market segment that
will yield ma.imum revenue by means of passing on directly or indirectly high end cellular
phone service. %any clients provide telecom services to their locality by Tellular or 2i.ed

Advisor
Technical officer
Executive
Sr Executive
AVP
VP
GM
CTO
Director Engg
Engineering
Executive
Sr Executive
AVP
VP
Sr VP
Sales &
Marketing
Officer
Executive
AVP
(inance!
Executive
AVP
(Co""ercial!
VP
inance &
Co""ercial
Custo"er Service
O#eration
$illing &
%T
Officer
Executive
Sr Executive
AVP
VP
Officer
Executive
Officer
Executive
(Store!
Sr Executive
AVP
VP
Accounts
Officer
Sr Officer
Executive
Sr Executive
AVP
Sr VP
A&"inistration
Managing Director
Chairman
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Wireless package *2WT+. The rates of this package may be low but this is offset by the high
fre,uency of usage and the strong support claimed to be provided by CityCell.
4.1.2 S3' 7%%O8
The office of the Chief Commercial Afficer, who is the Senior Kice resident of Sales and
%arketing (ivision, is responsible for coordination of marketing activities across the company
and to provide top level management with an overall picture of the market situation.
2ig FC Sales 1 %arketing (ivision
Manager,
FWT
&
Back!ne
Manager,
"#$
Manager,
%!rp!ra&e
$ale'
Manager,
%(annel
$ale'
Manager,
)r!d*c&
+e,el!p-e
n&
Manager,
Brand
Manager,
Mar%!--
%(ie.
%!--ercial
/..icer
(%%/)
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4.1.3 3' 7G&8
The Kice'resident of the division oversees the product and business development
scenario of the company. >e is responsible to the SK of the division.
4.2 'roduct "evelopment
This department is responsible for find out the innovative features that can attract the
e.isting and potential customers. roduct development is one of the key departments in the
company. While developing new packages and talk plans this department has to keep in mind the
profit and cost issue. /nder all these constraints the department has been producing e.citing and
new features which ultimately attract customers.
4.2.1 3alue +dded Service 73+S8
This is another department which also deals with product development but this
department is concerned only with the Kalue !dded Services that the company offers. Kalue
added services are those other than basic voice calls. CityCellBs K!S department is one of leading
K!S providers in the country in terms of the number of wide range services that it is providing.
4.2.2 5rand
The brand department of the company deals with image o the brand to the customers. &t
basically helps the brand to portray its intentioned image to the potential target group. This
department along with the %arketing Communication department deals with the promotional
activities.
4.2.3 %orporate Sales
There is a separate office of assistant vice'president for corporate sales who is also
responsible for corporate customer relations. Corporate customers are given high priority in terms
of sales and also in terms of after sales service. Af course this is due to the high usage and need
16

for good long term goodwill with such corporate clients. This department however deals mainly
with sales to corporate customers and maintenance of relations with both current clients as well as
scouting out potential new corporate clients, whereas the after sales service and other issues are
dealt with by the customer services operations section of the company.
4.2.4 %hannel Sales
The assistant vice president responsible for channel management has the very important
3ob of setting up marketing channels by which packages are distributed among clients and by
which feedback is obtained from customers. This department is responsible for the selection of
new dealers and motivating them and current dealers to promote CityCell packages to their
customers in their respective areas. This department is also responsible for seeing that there is an
e.cellent support network for each dealer and that they are satisfied with their monetary or
otherwise remuneration.This department is also responsible for checking that each dealer does not
cut into the sales of another dealer in a very pro.imal region.
4.2.! &ar-eting %ommunications 7&ar%omm8
The chief responsibility of this department is logically, promotion and communication of
new products and product ideas to customers both directly through selection of advertising media,
then dissemination of information by means of advertisementsL and indirectly through dealers by
providing them with promotional material. This department is also responsible for public
relations which do not include corporate relations. This is handled, as & have seen, by other
departments. The responsibility of this department is immensely important especially in the
introduction stage of a package for customers. They also provide help for other departments such
as the front office and services marketing in order to promote CityCell packages to both current
and new customers. This helps very much in handling cases of dissatisfied customers and also in
case of ad3usting customers with old packages who have to be convinced to upgrade their
packages to the new ones on offer. The company sub'contracts its promotional materials
production to local companies. ! regular number of events are held to integrate promotional
17

activities with public relation e.ercises to enhance the image of CityCell and better promote the
packages on offer.
4.2.# 'roduct 76 1ariff design8
This sub'department is under the roduct (evelopment department and is responsible for
the design of packages and the fi.ing of tariff rates which are actually the rates of usage for each
package. This department is also responsible for the coordination of market research for the
whole company. They will integrate knowledge gleaned from e.tensive market research into the
design of new packages that fulfills the needs of customers. This is done very fre,uently as the
needs of even the most stable of customer segments change and the company has to change the
tariff structure of its offered packages accordingly.
4.2.$ )91 and 5ac-bone
This particular department looks after the 2i.ed Wireless Terminal clients and the
packages. 2WT has been one of the most profitable sectors for the company. !s a result this
department has a great significance to the company. BT$ has undertaken a commercial program
to e.pand its business activities to selling back'bone for data transfer to corporate clients. This
network stretches from Chittagong to Sylhet through (haka. &t has immense potential and may
generate significant revenues for the company. The overall structure of the sales 1 marketing
department and its sections of CityCell have both advantages and disadvantages in terms of
organi7ational structural and respective functionality.
4.3 1echnology
Anly CityCell using C(%! technology in Bangladesh. So. &t is important for the research
to know the comparison between C(%! and other technologies.
4.3.1 +&'S
The most commonly used cellular system in 0orth !merica, the !dvanced %obile hone
System *!%S+ had also gained widespread acceptance in !sia *specially in "orea, >ong "ong,
Hapan, Singapore, etc+. !n analogue system, this was introduced in the mid 95s and used a
18

techni,ue known as 2re,uency (ivision %ultiple !ccess *2(%!+ to allocate Channels. Thus it
divides its entire allocation in sections of )5 ">7 and uses each of these sections as channel.
Thus !%S is able to provide )5 channels per -%>7 of fre,uency allocated. The principal
behind !%S is analogous to dividing up a large hall room *the entire fre,uency allocated to the
operator+ into a number of smaller rooms *channel+ once the first pair has completed their
conversation and left the room *disconnected+.
4.3.2 %ode "ivision &ultiple +ccess 7%"&+8
Code (ivision %ultiple !ccess is a system in which a subscriber uses the entire fre,uency
for the entire period that his phone is active. &nstalling of segregating users by fre,uency
*2(%!+ or time *T(%!+ this technology segregates customers by coding the signals in such a
manner that each customer decrypts only one signal at any one signal at any given time. This
would be similar to allowing a large number of people into the hall room, but re,uiring each pair
to converse in a different language. Thus while everyone would hear everyone else, this would
3ust be more of background noise rather than interference. An the other hand, each person would
be able to understand this partner, because they would be speaking the same language. Ane of
ma3or differences between C(%! and the other e.isting technologies is in terms of fre,uency
reuse. /sing C(%! an operator would use the entire allocated fre,uency in every cell. The
reuse pattern, therefore, is in effect a Mone cell reuse patternB. Therefore, the operator can serve
may more customers per unit of allocated bandwidth compared to either !%S of GS%. &n
general, C(%! capacity is rated to be -5 to 45 times higher then analogue techni,ues such as
!%S, and ) to : times higher than other digital cellular technologies such as GS%.
4.3.3 Global System for &obile %ommunications 7GS&8
GS% stands for NGlobal System for %obile Communications.N &t is mostly a #uropean
system and is largely unused in the /S. &ntroduced in the mid'95s, the Global System for %obile
*GS%+ Communications is a digital cellular used e.tensively in #urope and !sia. GS% is
interesting in that it uses a modified and far more efficient version of T(%!. GS% keeps the
19

idea of timeslots and fre,uency channels, but corrects several ma3or shortcomings. Since the
GS% timeslots are smaller than T(%!, they hold less data but allow for data rates starting at )55
bits per second. Thus, a call can use as many timeslots as necessary up to a limit of -) kilobits per
second. When a call is inactive *silence+ or may be compressed more, fewer timeslots are used.
To facilitate filling in gaps left by unused timeslots, calls do Nfre,uency hoppingN in GS%. This
means that calls will 3ump between channels and timeslots to ma.imi7e the systemBs usage. To
compare with the other systems, it should be noted that GS% re,uires - Watt of output power
from the phone.
4.4 +dvantages of %"&+
There are numerous advantages of using C(%! technology, the most important of which
areC
(a) Higher Capacity: Since C(%! makes more efficient use of the available spectrumL it
can provide greatly increased capacity. C(%! capacity is rated to be -5 to 45 times higher than
other analogue techni,ues such !%AS, and ) to : time higher that other digital cellular
techni,ues such as GS%. With higher capacity, C(%! accommodates higher demands and
supports new digital services such as data transmission and mobile fi.ing.
(b) Simplifie !lanning: C(%! allows system planning to become much easier through
the use of the same fre,uency in every sector of every cell. !s the entire fre,uency is used in each
cell, operators do not have to retune base stations, thus capacity e.pansion is ,uicker and simpler.
(c) "etter #oice an Call $uality: The uni,ue encoding scheme used foe each different
C(%! conversation virtually eliminates cross'talk and dramatically reduces the impact of
interference from other sources. !lso, The larger bandwidth of C(%! signals *the signals use the
entire fre,uency versus only a portion for competing technologies+ means that they are less prone
to fading compared to the narrower bandwidths of !%S and GS%.
20

() %nhance Security an !ri&acy: Since the signals are coded, it is very difficult to
intercept and decode a C(%! signal. This prevents eavesdropping and prohibits cloning and
other types of fraud. !lso, due to the wider bandwidth, such phones are difficult to 3am.
4.4.1 "isadvantages of %"&+
(ue to its proprietary nature, all of C(%!Is flaws are not known to the engineering
community for solving
C(%! is relatively new, and the network is not as mature as GS%
C(%! cannot offer international roaming, a large GS% advantage
4.! +dvantages of GS&
GS% is already used worldwide with over :55 million subscribers
&nternational Eoaming permits subscribers to use one phone throughout Western
#urope C(%! will work in !sia, but not popular #uropean destinations
GS% is mature, having started in the mid'95s. This maturity means a more stable
network with robust features. C(%! is still building its network
The availability of Subscriber &dentity %odules, which are smart cards that provide
secure data encryption give GS% e'commerce advantages
4.!.1 "isadvantages of GS&
$ower voice clarity
$ess security for subscribers
2re,uent call drops
>igher number of carriers<base stations re,uired
4.# 'roduct and services offered by %ity%ell
4.#.1 )i:ed 'hone 'ac-age
T 1 T incoming and outgoing with %obile to %obile
21

4.#.2 'ost 'aid 'ac-ages
4.#.2.1 ;%ity%ell 1///< 7Regular8
Commercial< Business< ersonal use by high income consumers. This product can reach
the $ocal T1T, 0W(, &(( and all %obile service operators across the country. &t is one of the
old packages of CityCell. Still this package is being provided to many high income group
consumers. Both small and large institutions and organi7ations subscribe the service as their
needs. *See !ppendi.'!, table' 4 1 4.-+
4.#.2.2 ;%ity%ell !//< 7Regular8
Commercial< Business< ersonal use by high income consumers. This product can reach
the $ocal T1T, 0W(, &(( and all %obile service across the country. This is one of the regular
packages which have the most number of subscribers. This package is known and admired to all.
The subscription fee and the tariff are affordable than the other mobile operators are offering.
These days not only high income group but also high medium and medium income groups also
use this service because of the lowest billing rate offered by CityCell. *See !ppendi.'!, table' )
1 ).-+
4.#.2.3 ;&obile 2!/< 7&obile to &obile .ith 5115 =ncoming and 0imited Outgoing8
ersonal use by middle income consumers. Significant number of customers is having this
subscription. &t is very popular among students and medium salaried servicemen and a good
number people from different occupation are using this line. *See !ppendi.'!, table' 8 1 8.-+
4.#.2.4 ;+maar 'hone< 7&obile to &obile8
ersonal use by mainly medium income consumers. Though not widely used but still this
option is open for a group of people who 3ust want mobile to mobile connection in low rate. *See
!ppendi.'!, table' :+
22

4.#.2.! ;1ellular< 7)i:ed 9ireless 1elephone8
Commercial<Business use by commercial institutions and business organi7ations. This
package has been mostly used in village area, but recently & have seen that in city area many
people using this service for mobile to mobile business because of low rate. >igh fre,uency
antenna help the 2WT sets to reach signals beyond the service area. *See !ppendi.'!, table' 6+
1able $> %urrent 'ost?paid pac-ages> features and target segment
Package Target market segment
%ega Affer ersonal usage, targeted to mass coverage
!pap Super lus ersonal usage, targeted to mass coverage
!lap Super ersonal usage, targeted to mass coverage
!amar hone ersonal use by mainly medium income consumers
Shabar hone ersonal use by middle income consumers
CityCell :55
Commercial<business<personal use by middle<high income
consumers
CityCell remium Commercial<business<personal use by high income consumers
2WT *Tellular+
packages
Commercial<business use by commercial institutions and
business organi7ations
4.#.3 're 'aid 'ac-ages
The new'generation subscribers are very interested with this service. &t is also helpful for
limited income group of people. M!alapB pre'paid card is available everywhere and this service
provides flat rate and nation wide roaming. ! very significant edge that CityCell pre'paid
packages have over other pre'paid packages from other companies is the package that features T
1 T incoming and outgoing. Other benefits for the subscriber:
S%S facility and other value added services
Scratch card in a variety of denominations *e.g. Tk. )55, Tk. 855 and Tk. ::5+
"now the balance by dialing O9--
23

'.(.3.1 )*alap 2'+ (,obile to ,obile -ith T . T /acilities)
!alap 48 is mobile'to'mobile as well as mobile'to'BTTB package. This plan gives
subscribers D
!ccess to any mobile in Bangladesh
48'hour BTTB connectivity
48'hour 0W( and &S( facility
Kery attractive and simple tariff plan
2reedom to choose ) CityCell numbers and make calls at :5G reduced tariff under
Ane4Ane scheme.
5.0 n!ustr" #nal"sis
The mobile telecommunications industry in Bangladesh is now in its rapid growth stage.
Since the technology is e.pensive, there are only four companies operating actively the mobile
service. The other three companies are, Grameen hone, !"T#$, and Banglalink *Arascom+
Telecom. BTTB with its brand, MTele'talkB has also very recently entered this competitive
scenario.
!s operators of mobile cellular services, !ktel, Grameen hone and Banglalink are direct
competitors of CityCell. The BT$ license was issued in -F9F. The three other license were
awarded during 0ovember -FF6, and are identical to each other, however the licenses awarded to
!ktel, Grameen and Sheba *now Banglalink+ for their mobile cellular networks differ in some
aspects from the license that BT$ holds.
!.1 1he most significant differences
24

$rameen%&anglalink%#'T(L P&TL )*it"*ell+
*ellular mo,ile or -i.e! communications
%ust be digital technology. Can be digital or analogue technology.
License /uration
$icenses valid for -: years thereafter
renewable annually based on
performance.
$icense valid for 45 years.
0re1uenc"
!ssigned -5 %>7. !ssigned a total of 85 %>7.
O2erator -ee o,ligations
Aperator pays -:G of line rental
revenues to %inistry of ost 1
Telecommunications and call charges at
actual to BTTB. !dditionally, operators
pay Tk -5 million annually as license
fees.
BT$ has to pay -5G of line rental
revenues and call charges at accruals to
BTTB. 0o license fees are payable.
*overage o- cell sites
Coverage of each cell may not be greater
than = km in urban and -=.: km in rural
areas.
Coverage is not restricted.
Rollout O,ligation
Aperators must performance obligations
or pay fines.
0o such obligations.
!.1.1 Grameen 'hone 0imited
Grameen hone $td. *G+ is the current market leader in terms of market share, which is
owned by a consortium of investors comprising of Grameen Telecom and Telenor *0orwegian
state owned telecommunication company, owning nearly 6:G of total shares+. G is using the
25

GS% technology to provide mobile cellular services to about ).8 million subscribers in
Bangladesh. The company started its service in %arch 46, -FF=.
Grameen honeBs basic strategy is coverage of both urban and rural areas. &n contrast to
the ?island@ strategy followed by some companies, which involves connecting isolated islands of
urban coverage through transmission links, the company has been building continuous coverage,
cell after cell. So far, G has installed more than 4555 BTSBs around the country for cell to cell
coverage. Grameen hone has the widest coverage in Bangladesh. The company is planning to
increase the network coverage to 95G of the population from the current :=G within this year.
Grameen hone launched its service on the independence day of Bangladesh on 46th
%arch -FF=. *See !ppendi.' !, tableC9+
!.1.2 +@1Al 71&=58
Telecom %alaysia &nternational *Bangladesh+ is a 3oint venture between Telecom
%alaysia and ! " "han 1 co. T%&B also began operations in -FF= using the GS% technology.
T%&B offers its mobile services under the brand name !"T#$. &t operates as a $imited $iability
Company, where the ma3ority shareholder, Telekom %alaysia, own =5G shares, while minority
shares of )5G are owned by !. ". "han 1 Co. Bangladesh $imited. The company is now
servicing around -.9 million customers all over the country.
!ktel has been distinctly ahead in offering the ?)5 Seconds ulse@ from the first minute of
talk time. Today, The Company boasts the widest &nternational Eoaming service in the market
connecting )-: operators across -=5 countries. &n addition, !ktel is the first mobile operator to
connect Tetulia and Teknaf, the northern and southern most points of Bangladesh. !ktel was also
the first to provide seamless coverage along the (haka'Chittagong highway. With a network
covering all 6- *allowable+ districts of Bangladesh, coupled with the first &ntelligent 0etwork
*&0+ repaid latform in the country, !ktel is geared to provide a wide range of products and
services to customers all over Bangladesh.
26

!.1.3 5anglalin- 7Orascom 1elecom8
Arascom Telecom Bangladesh, an #gyptian multinational company with market presence
in -- countries *and market leader in F of them+ launched their GS% network on the -5th of
2ebruary 455:. This company is the last addition to the GS% family of the local market when on
Actober 45th, 4558, Arascom Telecom announced the purchase of Sheba Telecom with a cost of
/SJ 65 million. The companyBs re' branding has been under the name of Banglalink with the
leveraging promise to provide the market with ,uality service at the most affordable prices fitting
to their communications needs.
&t is also worth mentioning that an unprecedented success of sales results followed
the commercial launch of Banglalink in early this year. Arascom is currently serving
around 855,555 subscribers. *See !ppendi.' !, tableC F+
#ision of "anglalin0
NBanglalink understands peopleI s needs best and will create and deliver appropriate
communication services to improve peopleI s life and make it easierN
27

!.1.4 1ele?tal- 751158
State'run Bangladesh Telegraph and Telephone Board *BTTB+ operates basic telecom
services, national transmission network and overseas communication. &t has a monopoly over
interconnections and the international gateway, in which all other telecommunications operators
depend on to connect to the fi.ed telephone lines and international calls. !ll phone operators are
also sub3ected to a monopolistic control by BTTB that limits revenue sharing
-
arrangements. Hust
two and a half months back, BTTB had launched their much'awaited mobile phone, Tele'talk
which has generated hype among the potential subscribers. !s of now, Tele'talk has a small
customer base of 85,555 with only T1T connectivity. But the ma3or feature of this package is
absolutely free incoming from BTTB which has strongly swayed the market in favor of the new
package.
Source> The 1aily Star2 ,ar 133 244(
!.2 S9O1 +nalysis of %ity%ell
This SWAT !nalysis is a result of the knowledge gained working for CityCell.&t is a very
important tool for a company for a company to analy7e its internal e.ternal environment. 0ow,
the SWAT analysis of City Cell is shown.
1
28

!.2.1 Strengths
1. %ompetitive tariff structure
rice is a big competitive advantage for CityCell. CityCell is the only organi7ation which
is selling C(%! mobile phones with both way T1T facilities at the lowest rate. 2or e.ample,
the lowest package rate of CityCell is Tk 8,FFF<P with T1T incoming and outgoing facilities
*M!laap Call %eB, pre5pai+. With T1T facilities the other competitors are no where near
CityCell. This package has a fantastic and a very innovative feature, Call4Cash, in which any
subscriber of this package can MearnB or collect 5.4: takas per minute in his<her pre'paid
account upon receiving a call from any CityCell mobile.
2. Bo ;5usy Bet.or-<
Because of enormous number of channels, e.cess to CityCell mobile phones is very easy.
The rate of call drops is very low. &t possesses high ,uality voice and data transmissions.
3. +dvanced technology
C(%! technology is the best technology for telecommunication. World class mobile
operators and world class mobile phone manufacturers are advancing to this new technology.
CityCell is one of the few mobile service providers which are using C(%! technology.
Where as other GS% mobile service provider has to make huge invest or will need time for
transformation. Current C(%! -Q platform paves the way for easier migration to )G
technology
4. 0o. %ost
CityCell follows low cost strategies that enables greater profit margin for shareholders. &t
tries to cut cost in every possible way to ma.imi7e the strengths for future battle.
!. "edicated 6 professional management team
(edicated core staffs who are willing to provide significant labor hours to accomplish
targets.
29

!.2.2 9ea-ness
1. )e.er staff
The number of staffs working for CityCell is not enough at all. 2ar fewer staff than
actually re,uired in terms of tasks to be completed.
2. Be. technology
C(%! is the latest technology but it is not widely used. ! still more popular option is
GS%. &t is more difficult for CityCell to provide international roaming because of few
number of C(%! operators around the globe.
3. 0o. net.or- coverage
Though CityCell started to provide mobile telecommunication ten years back, it is still in
behind the other operators from the point of nationwide coverage. Grameen phone was able to
use the optical fiber network of Bangladesh Eailway through strong lobbying with the past
government for the ne.t twenty five years. ThatBs why Grameen honeBs e.pansion has been
huge, whereas CityCell has covered roughly :9 districts all over the country with a poor
infrastructure.
4. 0ac- of education
The subscribers are not educated enough to handle sophisticated C(%! mobile handsets
effectively. ThatBs why proper knowledge is essential to handle these mobile sets.
30

!.2.3 Opportunities
1. +dvanced technology
Since C(%! technology is the latest in the wireless telecommunication industry, it is yet
to find new potential in the short future.
2. Secured data transfer
Secured data transfer means CityCell has the potential to be the leading player once e'
commerce takes off.
3. Overseas e:pansion plan
The growing need for across border telecom services at lesser cost *e.g. with neighboring
&ndia, Burma, then onto Thailand, etc+ can be an opportunity for CityCell.
4. +c2uisition of Singtel
The ac,uisition of 8:G e,uity stake of CityCell brings more opportunity for CityCell. The
company now has greater capital and more budget to invest on its network facilities. &n fact,
of the J--9 million investment of Singtel in BT$, JF5 million would be spent in network
e.pansion plans
4
.
!. 0eadership in telecommunication services
Bangladesh government has already started to provide license to private sectors to set up
land phone. BT$ is the only mobile phone operator with nationwide mobile 1 fi.ed license.
With full nationwide coverage and a huge capital investment from Singtel, it is possible to
become the market leader for CityCell.
2
31

!.2.4 1hreats
-. 1echnology factor: There is a high degree of acceptance of GS% technology over
C(%! in local market.
4. 0egal problems: Tough legislation against easy e.pansion into regional and
international markets bypassing the state owned BTTB.
). Be.ly imposed ta:: &n the fiscal budget proposed last week, the government has
imposed a Tk. -455 ta. on each and every S&%<E/&% card which would hurt the regional
e.pansion plans, increase of customer base in the lower segment and the profit motive for
every operator including CityCell.
8. Be. competitors: &nternational competitors like MWarid TelecomB of (habi Group
enters the local market with full coverage and low price, then not only CityCell but also
other mobile operators would be in great trouble. !lready Arascom *Banglalink+ is giving
other operators a run for money and market share.
:. Global companies: &n &ndia global companies like M!T1TB of the /nited States
and in #astern !sia MKodaphoneB of the /nited "ingdom is working well. They might
think to enter Bangladesh with higher capital. &f so, it will be a huge threat for all of the
e.isting operators. There are rumor of !"T#$Bs ac,uisition.
6. 5115 mobile phone: BTTB has already entered the mobile telecommunications
industry *Tele5tal0+. &t might carry unfair Government advantages and cause severe
problems to all other mobile phone operators.
32

3.0 *once2tual 4o!el o- 4o,ile 5sers in &angla!es6
2igure ) displays a conceptual model of the attitude of the mobile users in Bangladesh. !n
understanding the attitude of the youth market of mobile users toward mobile phone services will
be gained within the conte.t of this model. The model has two different parts in it. The first part
e.hibits the antecedents or factors *internal and e.ternal+ influencing the attitude of the young
mobile usersL the second part e.hibits the attitude and its components *Cognitive, !ffective, and
Cognitive+ of the young mobile users. *Schiffman and "anuk, 9
th
edition+. The study will be
carried out based on the conceptual model of attitude.
0igure 3
* Conceptual ,oel of the *ttitue of the ,obile 6sers in "anglaesh

33
&nternal 2actors
7 /emogra26ic
*6aracteristics
7 Ps"c6ogra26ic
*6aracteristics
7 &e6avioral
*6aracteristics
7 Perce2tion towar!
84o,ile P6one9
(.ternal 0actors
7 4e!ia an!
#!vertising
7 &ran! mage
7 Service O--erings
7 Re-erence $rou2
n-luence
!ttitude of the %obile
/sers
7*ognitive
7 #--ective
7 *onative
*onse1uence%Outcome
0actors%#ntece!ents
Source: The antecedents<factors, and their proposed relationships with the attitude of the mass market of mobile
users were gleaned from a large body of literature and were adapted for this model.

#.1 %omponents of the +ttitude of &obile Csers
!ttitude is a learned predisposition to behave in a consistently favorable or unfavorable
way with respect to a given ob3ect *Schiffman and "anuk, 9
th
edition+. !ccording to the tri'
component attitude model, attitudes consist of three ma3or componentsC a cognitive, an affective
and a conative component. By understanding the components of the attitude of young mobile
users, the researcher can better e.plain or predict their behavior in terms of mobile phone.
#.1.1 1he %ognitive %omponent
The first part of the tri'component attitude model consists of a personBs cognitions, that is,
the knowledge and perceptions that are ac,uired by a combination of direct e.perience with the
attitude ob3ect and related information from various sources *Schiffman and "anuk, 9
th
edition+.
This knowledge and resulting perceptions commonly take the form of beliefsL that is, the
consumer believes that the attitude ob3ect possesses various attributes and that specific behavior
will lead to specific outcomes *Schiffman and "anuk, 9
th
edition+. By using a specific mobile
phone service and by collecting information regarding that service from various sources *friends,
internet etc.+, a person may form a belief regarding that mobile phone service. &f the person has a
positive e.perience with that brand and hears ?good@ about that brand from sources *friends,
family+, he<she may form a positive belief regarding that brand.
#.1.2 1he +ffective %omponent
! consumerBs emotions or feelings about a particular product<brand constitute the
affective component of an attitude *Schiffman and "anuk, 9
th
edition+. These emotions and
feelings are fre,uently treated by consumer researchers as primarily evaluative in natureL that is,
they capture an individualBs direct or global assessment of the attitude ob3ect *i.e., the e.tent to
which the individual rates the attitude ob3ect as ?good@ or ?bad@+ *Schiffman and "anuk, 9
th
edition+. &t is like asking a young mobile user to evaluate a brand by his<her emotion or feeling
towards that brandL that is, whether he<she holds a good<bad feeling about that brand.
34

#.1.3 1he %o native %omponent
Conation, the final component of the tri'component attitude model, is concerned with the
likelihood or tendency that an individual will undertake a specific action or behave in a particular
way with regard to the attitude ob3ect *Schiffman and "anuk, 9
th
edition+. &n marketing and
consumer research, the conative component is fre,uently treated as an e.pression of the
consumerBs intention to buy *Schiffman and "anuk, 9
th
edition+. The likeliness to buy a specific
mobile phone service will present the conation of the young mobile users.
/igure '
* Simple 7epresentation of the Tri5Component *ttitue ,oel

SourceC Consumer Behavior *Schiffman and "anuk+, 9
th
edition
35
Conation
Cognition Affective

#.2 +ntecedentsD)actors =nfluencing the +ttitude of &obile Csers
&n this study, the researcher is trying to identify the factors influencing the attitude of the
youth market of mobile users. These factors can be internal *such as demographic,
psychographic, behavioral etc.+ or e.ternal *such as media, advertising, reference groups etc+.
Both these factors have combined influence on the attitude *cognitive, affective, and co native+ of
youth. !ttitudes have a motivational ,ualityL that is, they might propel a consumer toward a
particular behavior or repel the consumer away from a particular behavior *Schiffman and "anuk,
9
th
edition+. &n terms of this study, & can say that ' a positive attitude toward a mobile phone
operator may motivate the person to buy that particular brand and a negative attitude toward a
mobile phone operator may motivate the person to avoid that particular brand. Therefore, the
attitudinal changes brought by the internal and e.ternal factors in the youth market of mobile
users are very important to investigate for the mobile operators.
Certain e.ternal and internal factors<antecedents influence the youth market of mobile
users, which are outlined here.
Table 14: #ariables an *ttributes
:aria,les #ttri,utes
nternal 0actors
-. (emographic Characteristics !ge
Gender
Accupation
#ducation

4. sychographic Characteristics
*ersonality+
&nnovativeness
0eed for /ni,ueness
#.ploratory urchase Behavior
Kicarious #.ploration
/se &nnovativeness
Kisuali7ers vs. Kerbali7ers
). Behavioral Characteristics /sage Situation
Benefits
/sage rate
36

$oyalty status
Service reference *re vs. ost+
8. #conomic Consideration
(.ternal 0actors
-. %edia and !dvertising %edia reference
%edia #.posure *2re,uency and Timing+
Consumer romotion Tools *free S%SL buy
-, get - freeL discount on call'rate etc+
4. Brand &mage resent image
Brand evaluation based on various criteria
). ;outh Service Affering Gen;o vs. ('Huice vs. 2un (ose
Eecommendations from Consumers
8. Eeference Group &nfluence Eeference GroupsC
2amily %embers
2riendship Groups
Work Groups
Celebrities
SourceC The attributes of the internal and e.ternal variables of the youth market of mobile users were gleaned from a
large body of literature. *Schiffman and "anuk, 9
th
edition+
#.3 =nternal )actors
&n order to understand the attitude of the youth market of mobile users, the researcher has
to consider certain internal factors such as their demographic, psychographic, and behavioral
characteristics. !long with these characteristics, the researcher has to consider their perception
regarding the product ?mobile phone@ itself. !ccording to the youth market analysis and
consumer research organi7ation, %acro, the importance of identifying target groups in terms of
age, gender, and socio'economic level is self'evident *4558+. The relevant internal characteristics
are described belowC
#.#.1 "emographic %haracteristics
&n any study, demographic characteristics are usually considered in the analysis. &t generally
includes age, gender, occupation, household income, etc. !s the attitude of mobile users differs
37

from segment to segment, it is very important for the researcher to get individual picture of each
demographic segment separately. The demographic characteristics considered in this study are
described below.
+ge
!ge is profoundly related with the maturity of the person and the issues that basically
structure personBs likings and disliking in behaving socially. !ge has important impact in
determining the consumer behavior towards the market *%!CEA+. &t is mostly evident in the
purchasing behavior differences regarding the age discrepancies. !s the study is based on the
youth market, the age limit is considered here from -) to 49
Gender
The differences in consumption behavior of people to some e.tent greatly relevant with
gender differences *%!CEA+. &t is to find out whether the consumption differs in gender
variation and the consumption pattern as well as overall attitude towards the youth market.
Occupation
!s child'rearing practice figures persons norms in the very early stage of human life,
occupation shapes the attitude in the matured stage. &t influences person in the sociali7ation
process where all the social functions are involved. Thus here the occupation is to find out the
personBs occupational influences.
#.#.2 'sychographic %haracteristics
To understand the attitude of young mobile users, the researcher has to consider certain
psychographic characteristics such as social class, certain personality traits etc. These
characteristics influence the attitude of the youth market.
=nnovativeness
Consumer innovators are those who are likely to be the first to try new products, services, or
practices *Schiffman and "anuk, 9
th
edition+. The market response of such innovators is often a
38

critical indication of the eventual success or failure of a new product or service *Schiffman and
"anuk, 9
th
edition+. Therefore, this trait is crucial for this study.
Social %haracter
!s used in consumer psychology, social character is a personality trait that ranges on a
continuum of from inner'directedness to other directedness *Schiffman and "anuk, 9
th
edition+.
&nner'directed consumers tend to rely on their own inner values or standards in evaluating new
products and other'directed consumers tend to look to others for direction on what is right or
wrong *Schiffman and "anuk, 9
th
edition+. This trait is significantly related to the youth market of
mobile users.
Beed for Cni2ueness
Consumers who have ?need for uni,ueness@ *02/+ seek to be uni,ue. 2or these people
conformity to othersB e.pectations or standards, either in appearance or in their possessions, is
something to be avoided *Schiffman and "anuk, 9
th
edition+. This is of course an important trait
to consider in order understanding youth segment.
A:ploratory 'urchase 5ehavior
#.ploratory purchase behavior refers to switching brands to e.perience new and possibly
better alternatives *Schiffman and "anuk, 9
th
edition+.. This is a very common tendency among
the young mobile users who always seek for new and attractive features in their mobile phones.
3icarious A:ploration
Kicarious e.ploration refers to securing information about a new or different alternative and
then contemplating or even daydreaming about the option *Schiffman and "anuk, 9
th
edition+.
$ooking for information regarding new offers, features, options etc is very common among youth
segment.
39

Cse =nnovativeness
/se innovativeness refers to using an already adopted product in a new or novel way
*Schiffman and "anuk, 9
th
edition+. The youth market today is a segment of society that has been
active in transforming the application and use of digital technologies in unprecedented ways
*Selian, 4558+. The use'innovativeness trait is particularly relevant to technologic products, in
which some models offer an abundance of features and functions *Schiffman and "anuk, 9
th
edition+.
3isuali(ers vs. 3erbali(ers
Kisuali7ers refer to consumers who prefer visual information and products and verbali7ers
refer to consumers who prefer written or verbal information and products *Schiffman and "anuk,
9
th
edition+. /nderstanding visual vs. verbal preference among the mobile users will help the
mobile operators to design advertising and select media according to the choice of the segment.
#.#.3 5ehavioral %haracteristics
Behavioral characteristic is an e.tremely popular and effective form of segmentation
th
edition+. By understanding the behavioral characteristics, the
researcher will get to know young mobile users usage pattern, awareness, loyalty etc., which in
turn influence the attitude of this segment. Thus, behavioral characteristics play an important role
in understanding the attitude of the youth market of mobile users. /nder the behavioral
characteristics, the researcher has considered following attributes.
Csage Situation
%arketers recogni7e that the occasion or situation often determines what consumers will
purchase or consume and for this reason, they sometimes focus on the ?usage situation@ as an
important behavioral characteristics *Schiffman and "anuk, 9
th
edition+. Some situational factors
that might influence a purchase or consumption choice include ' time *when+, ob3ective *why+,
location *where+ and person *for whom+. To understand the youth market of mobile users, this is a
very important behavioral attribute.
40

5enefits
%arketing and advertising e.ecutives constantly attempt to identify the one most important
benefit of their product or service that will be most meaningful to consumers *Schiffman and
"anuk, 9
th
edition+. #.amples of benefits that are commonly associated with mobile phones are
communication, entertainment, information, social status etc. By recogni7ing the key benefits of
mobile phone among the youth market, the mobile operators can focus more on those specific
features and improve them.
Csage rate
/sage rate differentiates among heavy users, medium users, light users, and nonusers of a
specific product, service, and brand *Schiffman and "anuk, 9
th
edition+. To understand the youth
market of mobile users, it is important to identify their usage rate of mobile phone.
0oyalty status
%arketers often try to identify the characteristics of their brand loyal consumers so that they
can direct their promotional efforts to people with similar characteristics in the larger population
th
edition+. Ather marketers target consumers who show no brand loyalty
*brand switchers+ in the belief that such people represent greater market potential than consumers
who are loyal to competing brands *Schiffman and "anuk, 9
th
edition+. To identify the loyalty
status of the youth market of mobile users, it is very important for the mobile operators to focus
on this attribute.

Service 'reference
!ll mobile operators have two ma3or service categories, post paid and pre'paid. &n post'paid
service, the subscribers have the facility of paying the bill and line rent at the end of the month.
An the other hand in pre'paid service, the subscribers en3oy the benefit by purchasing pre'paid
cards of different amounts starting from Taka :5<' to 655<'.
&n this study, the researcher will ask the respondent about the type of service category
*post paid or pre paid+ he<she uses. This way the researcher will be able to find out the service
preference of the mobile users in (haka city. Then, the researcher will also try to find out the
reason of the subscriber behind preferring the pre paid or post paid. This will help the researcher
41

to know the features that inspired the subscriber to select one particular service category. !fter
that, by asking the reason of not using the other service category, the researchers will come to
know about the flaws of that particular category. Thus, it will help the product development
department to redesign the category and to be a preferable one as the other one.
#.#.4. Aconomic %onsideration
&n this study, the researcher will asked the respondents about their economic condition
regarding their use of mobile phone. This would help the researcher to know more about their
e.pense pattern. To know this, the researcher would ask about the person who bought him<her the
current mobile connection, the person who normally bears their regular mobile e.pense, and even
who is going buy him<her the ne.t mobile. This way, the researcher can get idea about economic
condition of the prospective buyers of the new mobile package or any value added services
targeted towards the people.
#.$ A:ternal )actors
#.ternal factors include promotional characteristics, which constitutes media and
advertising, brand image, package offering, and service variety. These are mostly the services
offered by the mobile operators in order to influence the decision making process of the market.
!nother e.ternal factor is reference group influence of the market of mobile users. This
constitutes family, friends etc. !udrey 0. Selian has also mentioned the forces of peer pressure
and conformity in his research on youth market of mobile users in /S! *4558+.
#.$.1 &edia and +dvertisements
By giving advertisements in various media, the mobile operators actually make people
aware about their different services. Therefore, advertising is the non'personal communication of
information, usually paid for and persuasive in nature, informing about products or services by
identified sponsors through various media *Banglapedia, 4555+. An the other hand, media refers
to communication vehicles such as newspapers, maga7ines, radio, television etc. *>airong $i,
455)+
42

,eia preferences
The researcher will try to find the media preference of young mobile users. This will help to
select media to promote the new product targeted towards the youth market of mobile users.
Consumer !romotion Tools
The mobile operators often offer different types of consumer promotion tools in order to
attract their targeted market, like free S%S, buy - get - free etc. &n this study, the researcher will
find the promotional tools that are preferred by the young mobile users. This will help the mobile
operator to select an appropriate promotional strategy for this segment.
#.$.2 5rand =mage
Brand image is the sum of all tangible 1 intangible traits D the ideas, beliefs, values,
pre3udices, interests, features 1 ancestry that make it uni,ue. ! brand image visually 1
collectively represents all internal 1 e.ternal characteristics D the name, symbol, packaging,
literature, signs, vehicles 1 culture. &tBs anything 1 everything that influences how a brand or a
company is perceived by its target market. *www.brandwerksgroup.com+
!t present, there are four mobile phone service providers operating in Bangladesh. They
are namely, !"T#$, Grameen hone, CityCell and Bangla link. #ach of companies has
differentiated itself on the basis of fre,uent service offerings, attractive service at lower cost,
strong network coverage, and fabulous package offerings at lower price.
%urrent =mage
!s far as the study is concerned, the researcher will ask the respondent to rank the four
mobile operators, in terms of their established brand association in the market. This will help the
researcher to find out the current image of each of the mobile operators perceived by the mass
market of mobile users.
5rand Avolution %riterion
&n this study, the researcher will ask the respondents to e.press their perception about the
features of different mobile operators based on different criterion. 2or e.ample, the respondent
will be asked to rank the features like, initial price, pulse rate, promotional campaign, network
43

coverage, or special offers etc. offered by the mobile operators. This will help the researcher to
identify the most and least preferred features of a mobile phone service while making purchase
decision.
#.$.3 Group =nfluence
;outh market of mobile user is very much influenced by credible, attractive or powerful
reference group. &t enhances and induces their attitude and behavior change. &t might be friends or
family but they must be perceived and persuaded as powerful and credible *Schiffman and
"anuk, 9
th
edition+.
)riendship Group
This is the most informal and important referral group in purchasing decision influencer over
youth. #very youth more or less belongs to any friendship group where they are very much
influenced by their consent and likeness.
)amily &embers
&n Bangladesh the social and cultural infrastructure denotes to tight family bonds that clearly
advocates the purchasing decision influencer of mass market. %oreover, socio economic
condition of Bangladesh depicts the role of families over the youth from the perspective of
financial support.
9or- Group
The formal work group consists of individuals who work together as part of a team and thus
have a sustained opportunity to influence each otherBs consumption related attitudes and actions
th
edition+. &n Bangladesh working opportunity as part time profession is
not available but here in the study this influencing factor will focus to identify the impact of such
group over the 3unior e.ecutives who have 3ust entered in the 3ob market.
%elebrities
44

Celebrities, particularly movie stars, TK personalities, popular entertainers, and sports icons
provide a very common type of reference group appeal *Schiffman and "anuk, 9
th
edition+.
articularly in youth segment it has an immense influence due to their young age emotional
interferences. &t is highly observed in this segment that people are continuously search for
advocating by the prominent personalities.
;.0 0in!ings an! #nal"sis
$.1 'referred Operators
Table: 11
O2erators
<0 )res2on!ents+
$P 40
#'T(L =<
&angla Link =4
*it"*ell 3
Tele Talk 2
2igureC ercentage of referred Aperators
45

The figure and the chart indicate that most of the respondents are the subscribers of
Grameenhone. !fter G, the respondents use !"T#$ and Banglalink >owever, they do not
seem to prefer other operators like, Teletalk and CityCell that much.
8.2 6sage Situation
Table: 125 Occasions of using the mobile phones
#ttri,utes
<0
)res2on!ents+
To contact -rien!s > -amil" 34
To make emergenc" calls 22
To receive ot6ers? calls 24
2igureC ercentage of Accasions of using the mobile phones
46

The figure and the chart indicate that 84G of the respondents use mobile to contact their
friends and family. )5G, to receive other calls and 49G people use mobile to make emergency
calls.
8.3 6sage 7ate
Table: 135 *&erage tal0 time uration
#ttri,utes
@ o- <0 )r+
Less t6an =5 sec. 2.53
=5730 sec =0.5=
3=730 sec 25.=3
=7 5 min 4<.43
4ore t6an 5 min =3.33
The comparison table and chart indicates that most respondent *89.86G+ talk - minute to
: minutes. >owever, some talk for )-sec to - minute.
Table: 1' 5 *&erage S,S per ay
The comparison table and the chart above show that
young people at every level love to send S%S *short
message service+. %ostly *64G+ send less than : S%S per
day. >owever, some 4FG send more than that *:'-5+.
$.4 0oyalty Status
Table: 19 5 7easons of s-itching the current line
#ttri,utes
@ o- <0)r+
$ess than : 6-.=F
: ' -5 4F.4)
-- ' -: 8.64
%ore than -: 8.)6
47

#ttri,utes
<0)res2on!ents+
Aew attractive 2ackages 24
*urrent line is e.2ensive =3
Aetwork 2ro,lem 24
Ao $PRS -acilit" 3
0rien!s? in-luence <
Personal Pro,lem 2
2igureC ercentage of reasons of switching the current line
When & asked people about the reasons behind changing the current line, *if they decided
to+, most of them mentioned about the new attractive packages offered by different companies.
$ike, most of the school students want to change their present mobile phone line for new
attractive package offers. !part from this, many students in think that their current line is
e.pensive, where e.ecutive levels think the same. %ost of them are not brand loyal and switch
brands whenever there is a better offer in the market.
48

$.! 5enefit
Table: 1(5 !erception to-ars mobile phones
#ttri,utes
<0 )res2on!ent+
*ommunication !evice 33
n-ormation !evice =<
(ntertainment !evice =2
Social status s"m,ol =4
2igureC ercentage of erception towards mobile phones
The comparison table shows that ma.imum respondent perceive mobile phone as a
communication device. %ore than 88 G respondents think the same. 4)G respondents also
perceive it as an information source. >owever, -:G use their mobile phones as the source of
entertainment source. !gain, -9 G consider mobile phone as a social status symbol.
Eecently people are getting familiar with the different functions of mobile phone and
those are not yet to become a motivating factor for the subscribers. That is why people still
perceive mobile phone as a communication device.
49

$.# Service preference
Table: 185 6se !re5pai or !ost5pai
#ttri,utes
<0)res2on!ents+
Pre72ai! 34
Post72ai! =3
2igureC ercentage of Service preference
The comparison table shows that ma.imum young mobile users prefer pre'paid mobile
service than post'paid. #verybody knows that ostDpaid is e.pensive than re'paid. %oreover,
re'paid gives some additional facilities to the students, who carries the regular e.pense of using
a mobile phone. ! big portion in university level, use re'paid, where the office e.ecutivesB use
post'paid. !gain, the young earners wants to talk much but donBt want to make mandatory
monthly line rent due to communications. !t the moment City Cell has 9:G pre'paid uses and
-:G post'paid users.
50

$.$ Aconomic %onsideration
Table: 1: 5 Carrier of the regular mobile phone e;pense
#ttri,utes
<0 )r+
%y arents )5
%yself 86
Eelatives 4
Brother < Sister 4
/igure: !ercentage of Carrier of the regular mobile phone e;pense
The chart indicates that almost :=G of the respondents carry their regular e.pense using a
mobile phone, without taking any help from their parents. They carry their regular mobile phone
e.pense from their personal income. )=G of the respondents are mostly dependent on their
parents for their regular mobile phone e.penses, as students at this level usually do not have any
personal source of income. >owever, some of them carry own e.penses by engaging themselves
in part time 3obs.
$.* &edia 'reference
Table: 1<
51

4e!ia
<0 )r+
Television 24
Aews2a2er 34
4agazine 2
&ill,oar! 20
ot6ers 0
& asked the respondents about their top ) preferred media. This would help the mobile
operator to select the media for any offering targeted towards the segment. The findings show
that, 0ewspaper is their first priority, then Television is the second, and then Billboard is their
third priority. &t implies that, ma.imum respondents like to go for detail information in
0ewspaper than visual image in Television.
Therefore, & can conclude that, 0ewspaper would be the best for giving advertisements
with detailed information and Television and Billboard can be preferred for informing, creating
awareness, and giving reminders.
$., %onsumer promotion
Table: 24 5 Consumer promotional tools
#ttri,utes
<0)r+
0ree talk time 24
0ree S4S =;
/iscount car! 25
&u" =B get = -ree 3
0ree ring tone !ownloa! <
52

2igureC ercentage of Consumer promotional tools
& asked the respondents about their most preferred consumer promotion tool that they
would like to have with their mobile phone connection. & find that students in both private and
public universities want ?free S%S@ the most. Sending and receiving S%S have become a new
trend among the youth group. Sometimes sending a S%S is enough than making a call. Students
in this level seem to know it very well. The chart also shows that most of the respondent want
free talk time and free S%S as promotional tools. & got the same result from the 3unior e.ecutive
level.
&t implies that young people en3oy the free talk time offered by the mobile operators from
time to time. Besides this, they also want various discount cards to get discounts in concerts, food
courts etc. Buy-, get - free and discount card offers are also popular among the young people.
$.1/ 5rand =mage
$.1/.1 5rand image of 1elecom companies
The researcher has used the pro3ective techni,ue *word association+ in order to identify
the brand image of the present mobile phone companies in Bangladesh. While taking the in'depth
interview and ,uestionnaire survey, the respondents were asked to associate a word that comes to
their mind when a company name is uttered. Word association is an effective and easy method to
recogni7e the image of any brand, and thatBs why the researcher has applied it.
53

Grameen hone is the no. - telecom company in Bangladesh. !ccording to 95
respondents of this survey, Grameen phone has a very strong brand image. They consider
Grameen hone as the ?Boss@, which has huge coverage and good network. #ven when & divided
the sample into School and College, /niversity and Hunior #.ecutive level, their perception
about Grameen hone remains the same.
!"T#$ is the most dynamic GS% service provider in the country. !fter G, !"T#$ has
second highest no. of subscribers in Bangladesh. !ll respondents of the survey consider !"T#$
to be the most ?Competitive@ one and ?Clearly ahead@, which is offering the service with a
convenient ?ulse rate, and ?$owest call rate@.
CityCell is the first telecom company, and the only C(%! service provider in
Bangladesh. >owever, the brand image of this company does seem to be in a good position.
!ccording the 95 respondents, CityCell is the ?Cheating cell@ and the ?Worst@ one. They also
think that CityCell is providing the service at the $owest Eate.
Banglalink is the most upcoming company among the cellphone service providers in
rivate sector in Bangladesh. #ven though, Banglalink is in its introductory stage, it could build
the brand awareness with in a very short time. !ccording to the 95 respondents at different levels,
Banglalink is the /pcoming Company, which is offering the highest no. of 2ree S%S to its
subscribers. They also think, Banglalink Can do better in future. &n addition, the respondents also
consider Banglalink to be the most Competitive one among the other telecom companies.
>ere, the researcher does not compare TeleTalk because TeleTalk is new in market and the
respondents did not gave sufficient information about the compny.
Table: 24 "ran images of Telecom companies
Companies
Brand Image
Grameen Phone
All (%)
AKTEL
All (%)
CityCell
All(%)
Banglalink
All (%)
Hge Co!erage 21047 1059 203 0049
Good "et#ork 25094 2083 303 0029
The Boss 1108 701 2044 1008
54

Clearly Ahead 11076 17049 1015 1047
Competiti!e 6058 14049 5074 7095
Can do $etter 5074 9079 8033 12017
Cheating Cell 5008 2048 4025 4043
Lo#est %all rate 2048 16058 21002 3073
&p%oming 2041 6013 7022 20001
Plse rate 2028 20029 9007 0029
'orst 1037 0076 30000 7095
(ree )*) 2011 0048 5018 35013
55

$.21 5rand Avolution
Table: 21 5 /eatures to consier before buying mobile phone connection
#ttri,utes
<0 )@+
Per minute call rate =<.4=
Aetwork coverage =5.04
Pulse !uration =4.<;
TAT access C.0C
nitial 2rice ;.35
*ustomer service 1ualit" ;.24
Ao -re1uenc" 2ro,lem 3.;3
#vaila,ilit" o- car!s 5.;<
2igureC ercentage of /eatures to consier before buying mobile phone connection
& asked the respondents about the features that they consider before buying a mobile
phone connection. The chart shows that most of the respondents consider some common features
before buying a mobile phone service. The first feature they all consider is ?per minute call rate@.
The company that offers the lowest per minute call'rate is the most attractive company to them.
56

!t the same time, they consider the network coverage and pulse duration. Then they check the
network coverage, as they may often need to contact people living outside (haka. >owever, -5G
look for the T1T access facility, as they may need to contact people who use only T1T. The table
shows that some respondents are very rational in buying their mobile connectionL they consider
per minute call rate and network coverage. These two factors are directly relevant with the mobile
phone services.
$.11 1he Reference Group
Table: 1' 5 The 7eference =roup of buying mobile connection
#ttri,utes
<0 )@+
4"sel- 4<.<=
0rien!s 23.33
0amil" 4em,ers 2=.2=
*ele,rities in #!s =.<3
*olleagues =.43
2igureC ercentage of the Eeference Group of buying mobile connection
0ow it is time to know the people, who mainly influenced someone about buying mobile
connection. The comparison table indicates that 8FG respondents depend on self'instinct while
shopping for mobile phones. >owever, they also ask for advices from reference groups. Whereas
some rely on their friends. 2amily is a great influencer for almost 45G respondents. When 4<)
57

members in a family use the mobile connection of a particular company, then they will influence
other to buy the same line because of 202 call rate which is the lowest rate.
<.0 Recommen!ations
&n this study, the researcher had to gather information from about 95 respondents, which
certainly reflects their behaving pattern towards mobile phone. The researcher can offer some
suggestions for the new mobile package or any value added services targeted towards the youth
market of mobile users, which are based on the findings from this field survey.
*.1 'ac-age feature
;oung people within the age range of -) to 49 years usually make up to -5 calls per
day.*Table -) and -8+ %oreover, in each call they prefer to talk at least - minute and even
more : minutes in many cases. Therefore, CityCell should offer lower call rate with peak, off
peak, super off peak option in the mobile package targeted towards the youth segment.
The users do not have many options, they tend to go for the cost effective one, but not
for the uni,ue one. >owever, people love uncommon things. >owever, they always look for
attractive offers whether they are common or not *tableC -:+. That is why, if CityCell offer
customi7ed servicesL which are cost efficient, mass segment will buy them. The young
people have high literacy, familiarity, and competency with technology. They like to deal
with technical devices and want to keep up'to'date information regarding new technologies.
CityCell can take this advantage and can direct most of their service towards this lucrative
market.
The analysis indicates that young mobile users are use'innovative. The youth
segment treats mobile phone as a communication and information device *tableC -6+ This
implies that they prefer use it as a source of information and entertainment, like cricket
update, dictionary, downloading ring'tone<logo, providing news headlines, sending e'mail,
transferring balance and movie schedule etc. &f CityCell offer more services, youth market is
58

highly likely to adopt them. >owever, the new services have to be cost efficient or else
young users will not use them.
&t is found that, people within the age range of -) to 49 loves to talk to their friends
and family members *tableC -4+. Therefore, CityCell should offer lower call rate for the
family and friends number and S%S chat, group S%S etc. at a lower rate.
;oung people prefer to use pre'paid than post'paid *TableC -=+ Therefore, the youth
package should have the facilities of the pre'paid mobile connection. Such as no monthly
line rent, card facilities, K!S etc.
Before offering any new value added service, CityCell need to think about the person
who regularly carries the mobile phone e.pense of the young mobile users. The researcher
has found that )=G of the young mobile usersB parents regularly carry their mobile e.pense
which is a big portion of the total respondents. &f the parents find the offered K!S beneficial
for their children, only then they would accept their children to spent money for that.
>owever, when the young user pays the regular phone bill, then anytime he<she can decide to
use the K!S.
*.2 &edia selection
eople love to gossip, wherever it isL they love to get things free, whatever it is.
Therefore, CityCell should offer free talk time, S%S, ring tones from time to time. They can
also offer discounts card to buy things at lower price. 2or that CityCell should prefer
newspapers more than TK and billboards as this are the respondentsB first priority. *TableC -F+
<.3 &ran! image
;oung mobile users always keep updated information of new mobile phone services.
This helps them to evaluate all the offers available in the market and buy the best
one.Therefore, the brand and product image of the company are important, and the mobile
operators should work on it before offering a new one.!ccording to the respondents
CityCellBs network as well as coverage is not very good. So, the company should work on it.
! huge portion of the young people does not even know about Gen;o offered by
CityCell. The people who know about it do not find it interesting. &t is because CityCell itself
does not have a good image in the market. #ven the survey indicates that people who want to
59

be uni,ue and want to buy e.ceptional products<services do not have a positive attitude
towards CityCell. Therefore, CityCell should try to improve their company image before
offering any new package or option. ;oung mobile users always keep updated information of
new mobile phone services. This helps them to evaluate all the offers available in the market
and buy the best one. Therefore, the brand and product image of the company are important,
that largely depend on media sector.CityCell should e.pose their new packages and up
coming features in vast way.
*.4 5rand Avolution
The analysis indicates that -9.8-G respondents consider call rate and -:G consider
pulse duration before buying a mobile connection *tableC 4-+. Therefore, CityCell should
offer lower call rate with peak, off peak, super off peak option in the mobile package with
minimum pulse rate targeted towards the youth segment.

C.0 *onclusion
&ntroduction of sales ta. on SubscriberBs &dentification %odule *S&%<E/&%+ has put
negative impact on the countryBs private cell phone business. Bangladesh Telecommunications
Eegulatory Communication *BTEC+ has conducted a survey to assess the impact of the
introduction of the sales ta. on S&%, first proposed at the rate of Tk. -455 in the budget for fiscal
455:'56, and the later lowered to Tk. F55.
60

The BTEC has recently conducted the survey on connections provided by four private and
a state'owned operators for the months of %ay and Hune. &t apprehends that the new sales ta. on
the S&% might further lower the growth of the local call phone market in the coming months.
This is a sign that the mobile companies are going face a tough time. %oreover, people
mainly prefer to use mobile phone because of its initial low price. 0ow the situation has changed.
0ow the mobile operators have to come up with better package features and services. &n order to
increase the growth rate, they can offer packages in installments. This would help them to get
fi.ed income people as their subscribers. >owever, the people who wanted to buy a connectionL
would buy it anyway. 0evertheless, this added K!T would make people think twice before
buying a mobile connection or even switching the brands. Therefore, the mobile companies
should work on their e.isting packages and come up with new K!S and packages.
61

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