19th International Conference on Computer and Information Technology, December 18-20, 2016, North South University, Dhaka, Bangladesh
Policy Issues: Allowing Mobile Operators to Provide
Specialized E-services in Bangladesh
Nazmus Sakib, Dr. M. Rokonuzzaman
Department of Electrical and Computer Engineering
North South University (NSU), Dhaka, Bangladesh
nazmussakib009@gmail.com, zaman.rokon.bd@gmail.com
Abstract—E-Service in Bangladesh has become a catalytic
agent for empowering additional effective government services.
This article investigates issue covering clues on IT policy about
the implementation of marketable commercial services as mobile
e-services under the boundary expansion issue of large
organization like Mobile Network Operator. In Bangladesh,
Specialized services are provided by different vendors, where the
service quality is always differed, because there is no integration
of such collaboration. Operators can play a vital role by enabling
the service through Value Added Service (VAS). Users and
providers can find solutions that can help to increase penetration
of this untouched sector. In this article, we organize some issues,
provisioning approximately resilient guideline to the operators,
so that operators cannot play monopoly and ensure a healthy
competition. It concentrate on the effects of within and between
standards race and competition between operators on
performance developing and adopting new VAS services like e-
health, as swelling of penetration of mobile services. Our
empirical exploration provides an indication of introduction of
specialized VAS service over Mobile Network, so users of the
core services will be migrated to new data services. Finally, the
control of the service level agreement of e-services with fair
practice of competition among operators to positively change the
curve of specialized service penetration is investigated.
Keywords—Value Added Service (VAS), E-service, Mobile
Network Operator (MNO), and Policy.
I. INTRODUCTION
The Telecom Industry of Bangladesh has demonstrated the
development in the mobile service penetration of the users that
has already surpassed all anticipation with 134.64 million of
subscriber as of May, 2016 contrasted with 116.23 million
subscriber in May 2014. There are six licensed private cellular-
phone network operators in the telecommunication industry of
Bangladesh [1]. These operators were established in
association with overseas telecom companies [2], except the
state-owned TeleTalk. The mobile phone operators provide the
service on major part of the total telephone traffic in
countryside and remote parts of Bangladesh as well as
commercial users in large cities because of the availability of
land-based networks in the country is very limited [3].
Value Added Service (VAS) has an evolving definition in
the telecommunication industry. The services which add value
to the standard or core telecom-services offering like voice
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calls or fax transmission is basically termed as the VAS.
Conventionally, mobile telecommunication promoted two most
popular VAS services like, Short Messaging Services (SMS),
and Multimedia Messaging Services (MMS). The VAS
emerged as voice call-related services such as call waiting, call
forwarding, multiparty conferencing and voice mail. A policy
debate can play effective role as Mobile Network Operators
(MNOs) have started practicing on providing specialized e-
services under the category of VAS. Due to their technical
nature of service, MNO can perform the convergence and
control issues of enabling specialized service or such services
with considerable policy debate [4].
Broadly, Apps based data services of mobile operators
through 3G and LTE enhanced technology services could be
also defined as advance platform of future Telecom VAS [5].
Surrounded by numerous aspects, the convergence of voice
oriented telecommunication network as to data network,
increasing penetration of smartphones and super speed mobile
wireless connectivity technology like 3G or LTE are
proposing the opportunity of delivering functionally
specialized services such as health, education and media over
the telecommunication network. There is an emerging practice
of prefixing 'e' to these services, such as e-heath, e-newspaper
or e-education, when they are carried over electronic network.
When these services are delivered over mobile network,
instead of e as prefix m is added to these services as m-VAS,
is also common [5] [6] [7] [8].
Conventionally, the roll out implementation and migration
of the specialized VAS service in the mobile network operators
can be divided into some decision issues. In this regards,
practice of the fair competition and the control of the regulation
of the specialized service providers, an authority can dig some
policy issues [9] [10]. Movement of the market leader on this
business segment can change the market behavior which
reflects the producer and consumer surplus from these
specialized services. If the other operators are not feeling the
market proposition of specialized service than the monopoly or
negative impact change the nature of the business arena.
Moreover, specialized service provider will be pushed in some
condition that their experienced will be sold in lower price that
reflect negative consumer behavior [6]. Impact on the
competition of the service prices and the control over the fair
polices of the specialized services provider with enhanced
issues of service migration will raise the policy issues. Hence,
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policy debate continues, on the process of the convergence of
technology from e-services to specialized m-services under
MNO [8] [11].
Contentious policy issues are: 1) should we allow mobile
network operators to deliver such e-services as VAS?, 2) Who
should define service level agreement of such functionally
specialized services to be delivered over the technology
infrastructure?, 3) How should value creation process handle
the significant competitive advantages among VAS e-service
provider?, 4) Would it be a better way by boundary expansion
chance to MNO rather than 3rd party or partner service
providers of specialized services? and 5) How the consumer
surplus can be achieved along with enhanced brand image of
specialized service provider if MNO hold on the e-service
steering?
The rest of the paper is organized as follows. In section 2,
we describe the brief overview of related study on specialized
VAS services, practicing healthy competition policy, e-services
migration to VAS service in the Bangladesh telecom Industry.
In section 3, we analyze the five specific policy issue of the
enabling specialized e-services as VAS services with their
effect of the competitive model of control, competition and
convergence. Finally, Section 4 concludes.
II. RELATED STUDY
The telecommunication sector of Bangladesh was unlocked
to competition with the 1998 National Telecommunication
Policy and 2001 Telecommunication Acts. The market is
governed by the a self-governing organization , the
Bangladesh Telecommunication Regulatory Commission
(BTRC) that was founded in 2002 and is in charge of
licensing operators , ensuring compliances with license terms
and conditions , supervision radio spectrum , observing quality
of telecom services, setting interconnection disputes and
approving tariffs [12] [13] . The ministry of Information and
Telecommunications works as the policy maker in the
telecommunication industry [14]. However, as per
amendments to the Telecommunication Act 2001 in 2010,
certain powers to regulate the telecommunication sector have
been transferred to the Ministry of Information and
Telecommunications [15].
The Vertical disintegration has created immense potential for
the telecom industry of Bangladesh to benefit from the
specialization of new service products, efficiency in
profitability of customer service and innovation of mobile
value added services directed to emergence of the smart phone
technology in Bangladesh. It has created immense potential in
the telecommunication industry on higher competition due to
the low entry barriers of the Third party services and those
services are operating at lower cost in recent time. It also has
some operational concerns like limited competition among
operators within a specific segment and overall efficiency of
the value chain has become a limiting factor to make end user
level cost effective service products [4] [16]. A graph (Fig. 01)
below shows the growth of consumers on the data centric
penetration for last one year in Bangladesh.
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Fig. 01: Internet Penetration of Bangladesh
In this context, four hypotheses of the seamlessly competitive
model for the telecom operators could be accounted in
enabling new VAS services which are operating now as e-
services or web services [17]. These four hypotheses are
related on the policy issues of Bangladesh. The first,
hypothesis focuses on the economy of scale of the market
where new service will be implemented. The rate of usage will
grow rapidly if an operator increases responsibility oriented
services. In contrast, the number of the telecom operators in
Bangladesh is very low, volume of customer range is high and
target market is easily accessible. Secondly, hypothesis
expressed to maintain homogeneous services among service
providers which nearly control the game of monopoly and
customer migration limits in ranges. Thirdly, hypothesis
mention the clarity of the information which regards that
operators are fully informed about their technical service
products along with customer are fully aware of their
alternatives. Finally, to take decision the hypothesis suggest
to, all operators earn zero economic profits or a competitive
rate of returns by enabling zero barrier on entry and exit. [17]
[18].
Convergence of technology could be the major concern in the
process of creating and managing the behavior of specialized
services market power. The intent of competition policy is to
prevent firms from creating, enhancing or maintaining market
power which indirectly adding the values in service market of
the telecommunication industry. The perception of e-
service signifies one prominent application of utilizing the use
of information and communication technologies, for case in
point, the e-service can be provided by some private agencies
and end users like citizens as well as businesses are the service
receiver [4]. E-service is the channel of service delivery where
internet is the key passage of e-service delivery while
telecommunication operators are being used as the channel of
service delivery channel then this term is convergence to m-
service concentration under VAS [6] [19] [20] [21].
There is huge scope of development in the arena of education,
health, mobile financial services (MFS), and transportation
services; they can rapidly converge as specialized services of
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value added services through the mobile network operators.
For example, mobile phone and ICT facilities have also made
medical care possible at doorstep through fast communication
and over the phone support in primary treatment. A study
shows that, telecommunication itself has helped consumer
money during taking doctors’ appointments and seeking
service availability. It can be stated without any doubt that
mobile phone alone improved the availability of health care
service at a great extent in rural areas. Villagers are now well
aware of availing a better and cost effective service for them.
Seeking a good doctor or getting primary treatment without a
visit to a healthcare facility has become a regular scenario in
those areas [22]. A portion of them is very familiar with the
fast cash service like “bKash”, “rocket” and “mobile money”
by some of the mobile operators [22] [23].
III. ISSUES ON E-SERVICE CONVERGENCE TO VAS
A. Allow Mobile Operators to Provide e-services as VAS?
Offering quality technology services at an affordable price
in a non-discriminatory manner is the basic purpose of issuing
license to telecom operators. Mobile Network Operators
(MNO) are entitled with specific roles of technology
integrators, telecommunication and specific platform based
customer services providers. In course of time, they have also
delegated technology integrator's role to global system
integrators. All operators giving some common services to the
users like caller tune, IVR portal , Job Portal , Daily News
Portal, Ringtone Alert , Miss call alert, Sports service, Quiz
contest, Different religion specific services and data services
through some other agent. Specific service holders are not
creating buzz in the mobile market economy in that level. So
the fair competition is mostly absent where service provider
and market leader playing the monopoly.
With the growth of mobile technology, data service and
smart phone usage, as opportunity is evolving to offer diverse
services over such technology network - should we allow
mobile operators to be providers of such services? In regard of
this question, first need to check the status of the MNO’s
strategy of development in specialized services. In recent time,
MNOs have neither technology development capability, nor
track record of delivering specialized services like media,
health or any social services [24]. The question appears to
have confusing merit to deserve discussion of engaging
operators in delivering specialized services. To draw a
parallel, should we entertain discussion whether the
department of health and medicine should be allowed to be
hospital service provider? [13] [25].
Over decades, the whole nation has invested time,
experience, money and loyalty to develop each major service
segment such as financial, media, entertainment, education,
health, and insurance by functionally specialized service
providers, instead of asking MNOs to enter these industries.
The discussion always ends with the confusion, as such role of
MNOs will rather strongly facilitate competition among
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specialized service providers to offer better products at less
cost to more customers, over the telecom network [6] [4] [7]
[17]. From the fundamental theoretical point of view, unless
and until there is significant opportunity to benefit from
economies of scale and scope, and innovation, network
operators should not be allowed to enter the service segment of
the value chain. The entry of mobile network operators
(MNOs) in the functionally specialized service delivery market
opens the door of enabling MNOs to apply multi-dimensional
tactics such as vertical foreclosure, cross subsidy and predatory
pricing to weaken competition [4].
B. Who will Impose Policy and Control Functional
Specialized e-services by MNO?
The next issue is all about the service control and
assurance of the specific market economy. Enabling MNO in
the classified functional e-services under VAS technology can
need some expertise of in-house development but it also need
to focus on the controlling the aspects and the progress of the
market which change the customer satisfaction behavior. So,
the base of the second issue is who should formulate guideline
and regulate the delivery of the functionally specialized e-
services, to be delivered over the telecom network?
The telecommunication sector of Bangladesh was
unlocked to competition with the 1998 National
Telecommunication Policy and 2001 Telecommunication
Acts. The market is controlled by the an self-governing
organization, the Bangladesh Telecommunication Regulatory
Commission (BTRC) that was founded in 2002 and is in
charge for licensing operators, ensuring compliances with
license terms and conditions, supervising radio spectrum ,
observing quality of telecom services, and setting
interconnection disputes and approving tariffs [12] [13] .
Without getting into the debate, it could be easily said that
BTRC is most capable organization to handle VAS [26].
Here, Fig. 02 expresses the activity flow of the e-services
which started from the specialized e-service provider, the
control aspects will be set by the management or the authority
who will control and ensure the policy parameters. Finally the
convergence of the e-services from the functional services of
VAS on the telecom industry comes into discussion. Hence,
specialized service provider uses different channel to distinct
their service policy and optimize the core competence. Due to
convergence of dissimilar service delivery channels, there
appears to be some degree of lack of clarity about the
definition of these e-service products along with the role of
regulatory authority [13]. Notwithstanding of delivery
channel, regulation of delivery of specialized e-services
should not be guided by concerned regulatory bodies and
policy-making institutions, such as ministries of health,
finance, or education [5] [4] [8].
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Fig. 02 : Flowchart of specialized e-service principles
C. How value creation process handles distinct difference on
MNO’s services?
In this study the value creation aspect demands integration
with the existing scenario of both of specialized service and
telecom VAS service providers. The nature of the problem is
defined within a process of improvement of the value creation
activity by enabling the functional e-services as VAS services
in MNO. Now the question definitely comes up that, how
should the value creation process be handled the significant
competitive advantages among VAS e-service providers?
The specialized e-services can have many forms and the
service can look like the same prototype. How can customer
differentiate the service level and quality when many provider
offer the same types of services while adding values or
creating new values with core telecom services? In parallel, an
example comes up to dig the meaning like, the ministry of
health could be the authority of e-health but that doesn’t mean
they provide MNO a list of criteria by that MNOs achieve
customer satisfaction. The output of the value creation process
of specialized e-service focuses on to achieve that they are
basically improving the quality of service, customer
satisfaction, reducing risk of investment and upgrading the life
cycle of the process activities [27].
It could be said as reference that many countries have been
allowing MNOs to be e-service providers. Without getting into
the details to know about the availability of scale, scope and
innovation advantage, the availability of functionally
specialized service providers and implications within specific
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context of those nations, it may not be wise to replicate policy
decision of other countries [8]. Value creation process capable
in four specific zones which directly enhance the value
addition in functional e-services is relevant. Value creation
process in the issue of e-services activation through telecom
VAS network should be careful about the idea and
convergence flexibility [28].
At first, service provider should design the services in such a
way that easily shows the significance of distinguished nature
of service objects which will be unique. Novelty that is
basically the uniqueness can be achieved by differentiating
new ways to satisfy need and addressing new needs. The
regulators should also focus on this point for lock-in effect of
the MNO cause MNO service design basically hooks the lock-
in effect on consumer. If the switching cost is higher in e-
services than the consumer lock-in is tighter and in this race
market leader gets the chance of monopoly. To get rid of the
disadvantages of monopoly, the telecom industry has been
guided to undergo reforms through market forces, to maximize
surplus for the society by minimizing deadweight loss and
maximizing benefit from dynamic efficiency through
competition [16].
Specialized services always offer some complementariness
for consumer. Pulling out this sort of facility from the e-
services by the MNO can impact on negative of penetration of
services. Efficiency of the service should be considered as
vital issue as the service policy guideline causes efficiency of
a service to provide e-services as VAS [29].
For example, in some African countries, mobile financial
service is provided by the MNOs. In certain instances, such
policy decision has created monopoly by the MNOs, not of
banks, to offer financial services. Due to high economies of
scale and scope advantages, the telecom industry has the
natural tendency of monopoly. If policy decisions are taken
without carefully looking into the underlying technology
having strong influence on competition strategy, there is high
risk that the industry will tilt to monopoly [30] [31] [32] [33].
D. Boundary Expansion of the MNOs Business instead of
Specialized Providor?
Boundary expansion issue of an organization depend on
two specific factor, firstly internal quality of service and
economic flow and secondly, policy issues are viable for
sustaining in new business or not. In the telecom industry,
implication of a policy decision takes long to be visible. In
many situations, the cost of retracting a policy decision could
be extremely high, or may be even insurmountable. Under this
issue of the e-service enabling of VAS the operator needs to
create new plan to serve mass people with various customized
service which would be expand its service and economic
boundary. Along with the services MNO needs to specify the
extended rules for the new featured based e-services [8] [29].
Boundary expansion issue could be lead to follow the solution
taken by developed countries. But it's not always true that
decisions taken by other countries are always better than local
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policies. It does not sound rational to follow others without significant advantage from democratization of wireless
analyzing their policy decisions within their context to network and smartphone [30] [32].
understand how far they are prudent as well as adaptable
within the local context. Many Asian countries suffered from F. Summary of Advantages and Disadvantages of E-services
financial meltdown, except Bangladesh. Was it desirable for offered by MNOs and Other Specialized Entities?
Bangladesh to suffer from similar meltdown by following Here, the issues could be finalized by a wrap up with the
policy decision of other nations? [2] [16] competitive merits and demerits of the specific e-services
As boundary expansion can lead to failure to realize new roles enabled by the Mobile Network Operators and other private
in evolving industry, failure to improve organization agility entities which have already penetrated in this service segment.
could be a concern. Besides expansion issue can face big The Table. 01 in following showing the difference in a
trouble due to the lack of data integrity to drive growth, the nutshell.
inability to extract the value creation from the inorganic growth
and the failure to adopt new routes of innovation. Applying Advantages Disadvantages
regulation to standardize the behavior of MNOs and other
providers to have fair competitive environment, which is Economy scale of market can Low quality of service can
creating the concern of proper business vertical expansion. It give the operators confidence create service dissatisfaction
has been found that the policy of segmenting the value chain on finding target customers. and increase migration.
and limiting the entry of operators in appropriate segments MNOs can perceive benefits Playing fast and forward rule
minimizing the interest of applying counter competitive of e-services customization as can create monopoly on the
practices such as vertical foreclosure, cross subsidy and they are already in operation. customer service market.
predatory pricing works far better than regulating and
penalizing. [18] [32] [33]. MNOs enables homogenous Specialized service provider
e-service, so customer will get couldn’t able to create
the chance to taste alternatives alternatives in low cost, so
E. How VAS Gain Surplus when MNO on Steering Instead if switching cost is low. Lock-in behavior activated.
Specialized Operators? Merits will be nurtured when It might not be possible to
Economic value of the process improvement of the value specialized service provider create zero economic profit
addition through functional e-services refers to the surplus and consumer will glance the where market leader is
theory of the consumer and the producer. Bangladesh has a values of economic surplus. already far forward than other
large number of specialized operators in every major service operators.
segment, what is the merit of allowing only a handful of
Convergence of e-services to MNO will activate in-house
MNOs, which have no specialized capability, while raising
mobile VAS, telecom policy development of services for
concern over weakening competition? Now the question of
regulation could ensure the more profits, that adversely
new revenue source and survivability of the MNOs come into
benefits to the private entities. impacted the private entities.
discussion. Although the success of policy and regulation in
governing the telecom sector depends on many factors, one of Table. 01: Summary of service advantages and disadvantages
the important success factors is to create possibilities of
profitable competition of multiple operators. IV. CONCLUSION
Viewing the latest example in telecom, the pending merger of There could be many other issues which need to be
AirTel and Robi, weak financial health of Teletalk and debated to derive insights to feed into policy discussion to
Citycell, and long loss-making track record of Banglalink; the address the disconnection between policy decisions and
vital question of the success of market-led reform of the interpretation of evidences within sound theoretical
telecom industry of Bangladesh [34] surfaces- Grameenphone,
framework. Instead of keeping room for the MNOs to become
made more profit in each year than the amount shareholders
invested (paid up capital) to build the company. The market specialized services providers in the name of VAS, the smarter
leader is reporting very high profitability like more than BDT policy option will be to encourage them to develop as
12 net earnings (or profit) for each share of BDT 10. Such dependable fair technology service providers and intensify
profitability disparity does not appear to be a good health competition among the already existing service providers to
indicator of the state of competition of the sector [35]. deliver essential services like health, education and financial
services over telecom network and smartphones. By using the
Policy makers and regulators have reasons to look into the scope of facility to convergence the technology and adopting
matter. Instead of looking into the core underlying issues of the service they also meet the demand of the customer service
governing market led reform of the telecom industry, the under appropriate controlling authority of the regularity body.
argument of taking policy decision of opening the entry of
MNOs in functionally specialized services, runs the risk of
aggravating the competition scenario, with the likelihood of
spreading the counter competitive forces among other major
service segments of the society-which are poised to take

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