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Mobile Phone Industry of Bangladesh

MGT489

SEC: 03

PREPARED BY:

AZAS SHAHRIER 0930088030

MERAZ BIN MIZAN 1020950030

SHAHEEN AL RAFI 1110047030

ALI RAYHAN SHARKER 1110059030

RAHAT HASSAN CHOWDHURY 1120966030

PREPARED FOR:

DR. JASHIM UDDIN AHMED

ASSOCIATE PROFESSOR

SCHOOL OF BUSINESS

NORTH SOUTH UNIVERSITY

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Table of Content

Serial Headlines Page no.

01 Abstract 2

02 Introduction 3

03 Mobile phone industry of Bangladesh 3-4

04 Major mobile brands in Bangladesh 4-6

05 Company analysis 6-7

06 Present Situation 7-9

07 Background of the Business & Entrepreneur 9-10

08 Specific Business Analysis 10-11

09 Distribution Network and Channel 12

10 Promotional Activities 12

11 Recommendation 13-14

12 Reference 15

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Abstract

Mobile phone has become an indispensable part of Bangladesh's everyday-life and has made a

"safe haven" in one of our pockets much like our wallet that we never want to leave at home

while we head for our work! Thanks to the telecom-revolution and its relentless evolution that

together have made it possible even in developing countries like Bangladesh. This is the

dominant device that we now express ourselves through, get our work done and share our pains

and pleasures with. In this paper we have analyzed this mobile telecom industry on the basis of

its customer, competitors, industry perspectives, marketing perspectives and finally have made

some recommendations that we believe would contribute to the further growth and expansion of

the industry. Each of the sections mentioned assumes an in-depth analysis. For example, in

company analysis, present situation, competitor’s analysis and specific business analysis have

been addressed. Similarly, in competitor analysis, we have identified the major competitors both

direct and indirect ones that are affecting the industry for Symphony Mobile, and figured out the

substitute products which can possibly invade its market share. While we have delved into the

strategic perspectives that they pursue. In industry perspectives, we have distinguished the very

characteristics of the industry, including products and markets, and identified the industry size

and growth (both actual and potential) on the basis of historical information and future

projections. Marketing perspectives have been defined as well. Very much like the nature of the

technology, the telecom industry in our country is also changing very rapidly. This is now in its

saturation and the subscriber based as a result is increasing at a decreasing rate. The paper

presents ways on how the industry can stay here for longer period through expansion and growth

before it turns to declining, of course, in light of the realities that it's now confronted with.

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Introduction

Bangladesh mobile handset market has been captured almost fully by the Chinese products

which offer cheaper price and attractive look. The incumbent Chinese brands may not be making

particularly big waves just yet, but with ferocious marketing campaigns and strong budgets from

domestic success, it may not be long until the likes of Apple, Samsung and Sony are looking

nervously over their shoulders. Hong Kong is the second supplier of handsets to Bangladesh

after China, according to the NBR statistics.

Many foreign investors are now interested to do business in telecom sector in Bangladesh which

reveals that Bangladesh has become a significant hub for telecoms. Bangladesh is a country

which is densely populated and also is a flat and easily extends able coverage. The infrastructure

and Tele-density is low which on the other hand made the market a perfect place for telecom

business. The demand is very high and the consumer base is very large but the investment is low

because of the topographic layout. The government has a receptive foreign investment policy

with no restrictions on repatriation of profit. Even though the current infrastructure is not much

developed but it is suitable for foreign investment.

Mobile Phone Industry of Bangladesh

Bangladesh’s mobile handset market is dominated by first-time users (nearly 85%), as the

country is still in its infancy in terms of mobile phone usage. Further, 80% of the handset market

is dominated by ultra-low to low-end handsets, available for less than US$68, due to the

country’s low per capita income levels.

A mobile phone (also known as a cellular phone, cell phone, hand phone, or simply a phone) is a

phone that can make and receive telephone calls over a radio link while moving around a wide

geographic area. It does so by connecting to a cellular network provided by a mobile phone

operator, allowing access to the public telephone network. By contrast, a cordless telephone is

used only within the short range of a single, private base station.

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In addition to telephony, modern mobile phones also support a wide variety of other services

such as text messaging, MMS, email, Internet access, short-range wireless communications

(infrared, Bluetooth), business applications, gaming, and photography. Mobile phones that offer

these and more general computing capabilities are referred to as smart phones.

According to National Board of Revenue (NBR), 96.46% of the total imported handsets came

from China during July-December period last year. The declared value of those sets made up

91.54% of total handset import value of the country. The country imported 13.6mil. mobile

handsets at over $240bn from 19 manufacturing countries in the world in six months.

Major Mobile Brands in Bangladesh

Symphony:

Symphony is one of the fastest growing mobile telephony markets across the globe and also in

Bangladesh. Microsoft Lumia formerly Nokia, which was a leader in Bangladesh lost market

share with the growth of the domestic player, Symphony Mobile. Symphony is a brand of Edison

group which started their operation at the end of 2008. Symphony Mobile’s unique offerings and

first-mover advantage have given the firm a distinct competitive edge. For instance, Symphony

Mobile was the first company which launched branded dual-SIM mobile handsets in the

Bangladesh market. Edison group import mobile phones from China and brand products as

Symphony. At present, Symphony has the widest distribution network all over the Bangladesh,

including over 43 service centers. Symphony holds the 42% market share, claimed Rezwanul

Haque, senior director of Symphony.

Walton Mobile:

Walton Mobile is an elegant line of mobile phone handsets. The brand WALTON is owned and

operated by R.B. GROUP head quartered in Dhaka, Bangladesh. Its principal activities are

designing, manufacturing, exporting, retailing of consumer electronics, home appliances, mobile

phones and automobiles. The first type of mobile that has been developed is Walton b series,

maximum of which are simple mobile in character. Then they introduced Walton L, T, Q series

which are actually multimedia phones. At last Walton has introduced Primo smart phones and

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captured a greater portion of market share. Walton has more than 56 customer service and a

strong sales force around the country. Walton mobile thinks about customers and they have low-

end to high-end mobile phones.

Micromax:

Micromax Informatics Limited is one of the leading consumer Electronics Company in India and

the 10th largest mobile phone player in the world and 2nd largest mobile company in India. But

the fact is, Micromax is rebranding Chinese mobile phones as their name. For nearly 5 years

Micromax is running its operation in Bangladesh. The brand's product portfolio embraces more

than 60 models today, ranging from feature rich, dual-SIM phones, 3G Android smartphones,

tablets, and LED televisions and data cards. Micromax sells around 2.3 million Mobility Devices

every month. Micromax mobile claims, “nothing like anything.”

Intex:

Intex Technologies (India) ltd., incepted in the year 1996 is a major player in India in mobile

handset, consumer durables and IT accessories. Like Micromax, Intex is also importing Chinese

mobile and rebranding. Intex operating in Bangladesh for nearly 1 year. They have already

captured a good number of market share offering wide range of smartphones. Innovation is the

hallmark of manufacturing at Intex, and this is enabled by its state-of-the-art R&D facility.

Together they set out to achieve consistent improvement, up-gradation in quality, standard and

ease of use via new manufacturing processes that in turn, enhance productivity. The have 23

showrooms in Bangladesh and 12 customer cares. But this mobile phone company is not too

much renowned to the customer and their market share is not too good to sustain in the long run.

Huawei:

Huawei Technologies Co. Ltd. is a Chinese multinational networking and telecommunications

equipment and services company headquartered in Shenzhen, Guangdong. Huawei mobile phone

running successfully in Bangladesh for nearly 2 years. They have sales and show room all over

the country and customer care. Huawei promotes quality smartphone and gadgets for its target

customer. Price range of Huawei is bit higher than other Chinese rebranded phones.

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Xiaomi:

Xiaomi Inc. is a privately owned Chinese electronics company headquartered in Beijing, China.

The world's 3rd largest smartphone distributor, Xiaomi designs, develops, and sells smartphones,

mobile apps, and consumer electronics. Since the release of its first smartphone in August 2011,

Xiaomi has gained market share rapidly. The company sold over 60 million smartphones in

2014. In Bangladesh still Xiaomi doesn’t have any distribution channel but holding a good

market share. Xiaomi's flagship mobile handset line is the Xiaomi Mi series. The newest model

in this line is the Xiaomi Mi4, succeeding the Xiaomi Mi3. Another mobile phone of Xiaomi's is

the Redmi Note which is a phablet and the second smartphone in the Redmi Series. The

smartphone's software is based on MIUI, a closed source Android firmware based on the

Android operating system.

Gionee:

Recently Gionee entered into the Bangladesh market along with 7 different kind of mobile

handset. Gionee Communication Equipment Co. Ltd. is a Chinese mobile phone manufacturer

based in Shenzhen, Guangdong province. Founded in 2002, it is one of China’s largest mobile

phone manufacturers. Currently they have 7 showroom in Dhaka city. Gionee believes that

products should be as unique as the people who use them. Gionee provides mobile and internet

technology that is user-friendly, stylish, and wallet friendly.

Company Analysis

Symphony Mobile Phone is a part of leading telecommunication and Consumer Electronic group

SBTel Enterprise Limited (a legal Unit of Edison Group) the group is operated by Entrepreneurs

who were behind establishing two very popular mobile phone brands in Bangladesh: Siemens

and BenQ.

Within short period of time since its introduction at the end of 2008 the brand has become very

popular especially among the young people. Because of its unique propositions Symphony

Mobile now occupies number one position in Bangladesh above Nokia according to market

share. Innovation and exclusive design clearly differentiate Symphony from other brands

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available in the market. The brand has launched the first ever branded dual sim phone in the

country. Continuing with the same trend of delivering breakthrough products, Symphony Mobile

launched X110, Bangladesh’s first ever Qwerty keyboard phone with Track ball. Moreover in

the coming month’s lot of new products are introduced which include full touch screen and smart

phones (Mobile Telecom Industry Journal, December 3, 2011).

Symphony offers customers reliability, value for money and wide range of choice. While the

performance, reliability and durability of the products are as good as any leading global mobile

phone brand handset with attractive features and functionalities are offered at a competitive

price.

Symphony has customer care centers in all major districts in Bangladesh. Collection points have

been set up in the smaller districts in order to ensure prompt and reliable service to the remote

areas. Run by professional people and customer driven standard operating procedure the motto of

the customer care department is to make customers fully satisfied. Lot of value added service

such free service check up, free down loads are in the offing.

Symphony will grow at a faster pace than the growing Bangladesh mobile phone market. The

brand will continue to introduce innovative high quality products and is fully confident of

winning hearts and mind of our valuable customers.

Present Situation

Sales of low-priced Chinese origin mobiles marked a high growth in recent times in Bangladesh

challenging the domination of leading global mobile brands, experts and traders said. Brand

giants such as Nokia, Samsumg, LG, Siemens, Sagem and Sony Eriksson which dominated the

market even two years ago are now facing challenges these days from lesser known brands such

as Symphony, Maximus, Sprint, Digital and I-Max.

‘Most of such non-brand Chinese sets account for about 60 per cent of the monthly sales volume,

the Bangladesh Mobile Phone Businessmen’s Association president, Nizam Uddin Ziku, said. He

told New Age customers, especially low-end users, were showing less interest in known brands

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which sell for double the prices of Chinese origin sets but have less features (Daily Prothom Alo,

August 28, 2014).

Users also feel comfortable as importers give a year’s warranty for such Chinese sets, said an

official of the Siemens Bangladesh, which started marketing Maximus two years ago.

On an average at least a million new mobiles are sold in Bangladesh every month as the

Bangladesh Telecommunications Regulatory Commission statistics show the number of new

connections increased to 53.83 million till January from 50.51 million in November 2009.

Market operators have said traders have sold mobiles worth Tk 300 crore each month in the

recent past. They said official dealers had almost stopped selling brands such as Motorola,

Siemens, Sagem and Sony Eriksson in the local market. Many of them have rather started

marketing low-priced Chinese origin sets to stay competitive against market leaders Nokia and

Samsung, they said (Symphony website, 2015). Rageebul Kabir, managing director of the CMPL

Nokia, a major distributor of Nokia brand in Bangladesh, said in July 2009 that import of a large

quantity of non-brand Chinese mobile had posed worries for traders of mobiles of reputed

brands.

There are around 300 mobile importers in Bangladesh, according to statistics available with the

telecoms regulatory commission. But only 30 to 40 businessmen are active. Almost all mobile

imports are from China. The mobile phone businessmen’s association president said, ‘All

mobiles come from China but we supply sets for low prices (BTRC website, December 3, 2011).

Normal ways of expanding the markets are by expansion of product line, geographical

development or both. It is important to note that the more the product line and/or the geographic

area are expanded the greater will be the managerial complexity. New market opportunities may

be made available by expansion but the risks may outweigh the advantages, in fact it may be

better to concentrate on a few geographic areas and do things well. This is typical of the

horticultural industry of Kenya and Zimbabwe. Traditionally these have concentrated on

European markets where the markets are well known. Ways to concentrate include concentrating

on geographic areas, reducing operational variety (more standard products) or making the

organizational form more appropriate. In the latter the attempt is made to "globalize" the offering

and the organization to match it. This is true of organizations like Coca Cola and MacDonald's.

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Global strategies include "country centered" strategies (highly decentralized and limited

international coordination), "local market approaches" (the marketing mix developed with the

specific local (foreign) market in mind) or the "lead market approach" (develop a market which

will be a best predictor of other markets). Global approaches give economies of scale and the

sharing of costs and risks between markets.

Normal ways of expanding the markets are by expansion of product line, geographical

development or both. It is important to note that the more the product line and/or the geographic

area are expanded the greater will be the managerial complexity. New market opportunities may

be made available by expansion but the risks may outweigh the advantages, in fact it may be

better to concentrate on a few geographic areas and do things well. This is typical of the

horticultural industry of Kenya and Zimbabwe. Traditionally these have concentrated on

European markets where the markets are well known. Ways to concentrate include concentrating

on geographic areas, reducing operational variety (more standard products) or making the

organizational form more appropriate. In the latter the attempt is made to "globalize" the offering

and the organization to match it. This is true of organizations like Coca Cola and MacDonald's.

Global strategies include "country centered" strategies (highly decentralized and limited

international coordination), "local market approaches" (the marketing mix developed with the

specific local (foreign) market in mind) or the "lead market approach" (develop a market which

will be a best predictor of other markets). Global approaches give economies of scale and the

sharing of costs and risks between markets.

Background of the Business & Entrepreneur

Symphony Mobile Phone is a part of leading telecommunication and Consumer Electronic group

SB Tel Enterprise Limited (a legal Unit of Edison Group).Aminur Rashid, Zakaria Shahid,

Rezwanul Haque – these three names are the mastermind behind Symphony. The group is

operated by Entrepreneurs who were behind establishing two very popular mobile phone brands

in Bangladesh: Siemens and BenQ.

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Since its birth in 2008 Symphony presented many innovative mobile devices with classy design,

interface and features. In less than 4 years they became the top selling mobile phone brand in

Bangladesh with millions of fans and users. The primary and most probable reason behind their

huge success is the price. The main target of them seems like the android mobile fans with TK5,

000 to TK 20,000 budget. This is not a guess but what market research is pointing out. Most of

the popular cell phones from this company are having android OS and in this price range. They

are having more market shares than companies like Microsoft or Samsung in Bangladesh. The

brand will continue to introduce innovative high quality products and is fully confident of

winning hearts and mind of our valuable customers.

Business Analysis

Symphony creates a new era in Bangladesh mobile phone industry; they create a history to sell

over 10 million mobile set across the Bangladesh on a year. Their business strategies were pretty

much successful and effective to capture the mobile phone market share of Bangladesh, on the

year 2013; they crossed it over 40 %.

Symphony is a brand under the company called Edison group. On the year, 2008 they first

launch the brand called Symphony. Their primary business was mobile phone later on; they

introduced mobile accessories and mobile application under the Symphony brand as supportive

business. Aminur Rashid, Jakeria Shaid and Rezanul Haque are three directors of Edison group

and they are peoples made symphony on a successful leading brand of Bangladesh. The Four

major reasons of Symphony success: 1. providing High Quality on Mobile handset 2. After Sales

service Such as Guaranty-Warranty and customer care services 3. Offering low price on the

market 4.Offering Supportive products for mobiles.

Symphony follows participatory system of management. Employees have a right to take part in

decision-making process but under the advised of Directors. Khan Z. Rahman (Marketing

manager of Symphony) describes this as “new generation” management system. He thinks that in

today’s world, management should be based more on teamwork and works should be done

collectively. Now employees have the independence to interact with their immediate supervisors

and managers more freely. While taking a decision, employees are informed and if they have any

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objection or views they are asked to express themselves freely. He thinks that empowering

employees ultimately leads to the welfare of the organization.

R&D department of Symphony is merely strong and successful. That’s why; they are not only on

providing Mobile-handset but also on Mobile accessories and Mobile application. They are the

first brand of Bangladesh, who develops mobile application. They believed that this department

makes them strong and successful to retain on Bangladesh mobile industry and moreover it

makes their operation smooth and flexible. Their strategies and decisions are depends on the

R&D department and they emphasize more on it to retain on the market of Bangladesh.

Started year of Symphony is 2008, First two years were not go well for them. It was an

unsuccessful year for them. But from 2010, Symphony crossed over the break-even point and

started to make profit. According to the Bangladesh telecom Association, Symphony is highest

selling mobile brand for continuous three years (2010-12). Although, 2013 Symphony faced

competition hardly for because of Walton coming on the market. But,2014, gives Symphony

remarkable success, first mobile brand of Bangladesh who sold 10 million mobile handset across

the Bangladesh and generate over thousand millions as revenues.

For the past few decades mobile industry has grown to such a level that it has never been before.

Millions of people are now using mobile phone. It has reached to a hand distance for the poor

people also. The demand of cell phone is increasing day by day to them. As people have the

buying ability to have cell phone, they also have different types of demand from the cell phone

company. They have the flexibility to switch one brand to another one. So the mobile company is

at a difficult situation to meet all the demand of the consumer. But they must serve their entire

consumer so that they can sell their cell phone to as much customer as they can and increase their

revenue. It will also help them to have a competitive advantage over their rival company. So

every cell phone company including symphony should meet the demand of the consumer, they

must listen to what the consumer want, what are their problem and they should act upon that and

solve the problems.

There are several problems faced by the symphony mobile phone company while they were

doing business in Bangladesh. The main problem they faced while conducting business is the

lack of high quality product they served to their consumers.

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Distribution Network and Channel

Symphony currently has around 50 distributors and more over 2000 dealers around the

Bangladesh. Additionally, Symphony has over 600 employees all over the Bangladesh and some

are permanent and some are contractual. Their employees are divided into three groups- engineer

employees, management employees and marketing employees. Engineer employees are two

types- first type who develop mobile hardware system and second type develop mobile software

or application system. Management employees are for manage their office, call center, customer

care and distribution management system. Marketing employees are for sales management and

promotion management.

Dealers and Distributors are the most prominent source of Symphony success. Mr. Abdur Rahim,

owner of Rahim telecom who have a shop on Mirpur, he said that on his shop, he sold Chinese

mobile basically, among them symphony is the best brand. They gave high margin to the dealers

and customer satisfaction rate are really high. Additionally, he also used symphony handset as

because it is more convenient for him by price as well as quality and after sales service.

Promotional Activities

Marketing and Promotional strategies are for attract mass peoples of Bangladesh. Hence, they

focus on price sensitive issue as because Bangladesh is mid-level income country and most

peoples have income below 15,000. Later on, they offer Premium mobile too. Their main target

was, providing mobile at low cost with a quality. They are the best mobile brand of Bangladesh

who gives mobile phone with a 1.3 megapixels camera at the price of 950 BDT, which is

incredible. They used RDC, TVC, Print Advertise and Sponsorships as their promotional

strategy. All their strategy, they described about their Quality and low price. Moreover, they do

CSR too.

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Recommendations

For the past few decades mobile industry has grown to such a level that it has never been before.

Millions of people are now using mobile phone. It has reached to a hand distance for the poor

people also. The demand of cell phone is increasing day by day to them. As people have the

buying ability to have cell phone, they also have different types of demand from the cell phone

company. They have the flexibility to switch one brand to another one. So the mobile company is

at a difficult situation to meet all the demand of the consumer. But they must serve their entire

consumer so that they can sell their cell phone to as much customer as they can and increase their

revenue. It will also help them to have a competitive advantage over their rival company. So

every cell phone company including symphony should meet the demand of the consumer, they

must listen to what the consumer want, what are their problem and they should act upon that and

solve the problems.

There are several problems faced by the symphony mobile phone company while they were

doing business in Bangladesh. The main problem they faced while conducting business is the

lack of high quality product they served to their consumers.

Better quality product: As symphony mainly focuses on the poor and middle class people, their

phones are mainly low end products. These cell phones are cheaper than the normal ones and

they try to put as much configuration as they can. It sometimes create problem. Because

whenever you try to lower your cost down, the quality of the products gets poorer. The same

thing happened with symphony. Lots of consumers complained about the poorer quality they got

from this mobile company. It has happened mainly because of using lower quality raw material

to cut the cost down. Plenty of consumers have complained about the overheat issues, touch

problem in the screen, motherboard issues and many more. So symphony mobile company must

address these issues and solve it immediately. The more they will ignore these problems the

more they will lose customers. Because now a days customers don’t have any brand loyalty.

They can easily switch brand whenever they want. So symphony’s rival company like Walton

will take this chance as their advantages and grab some customer from symphony. In the long

run symphony will lose more customers because of bad word of mouth from the former

customer.

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Better customer service: One of the main problem of symphony mobile phone is their customer

service or after sales service. As the high quality brands give 2/3 years warranty to their

products, symphony doesn’t do this. They give only one year warranty and there are some terms

and conditions also to be met by the customer if they want to enjoy the warranty. This sometimes

create problem to the mind of the consumers and many times they are bereft from having the

warranty and after sales service. Lots of consumers have also complained that they were

mistreated when they went to the service center to solve the problems they were facing about

their phones. They were neglected and sometimes charged money to solve their problems. This is

unacceptable for any kind of customers as they want their problems to be solved by the company

without much hassle. As a company you cannot make your customers feel cheated. Customers

must trust you and your service. So symphony needs to look at this problem carefully. A happy

customer will bring many new customers and eventually help the company to increase their

revenue. A company must focus on long term relationship with the customer. They should not

forget their customers after selling the products. Without the consumers the company is nothing,

so symphony must get themselves out of this problem as soon as they can and maintain a healthy

sustainable relationship with the customer.

Advertisement and promotional activities: From the overall market growth of symphony for

the last few months we can find out that their sales are in the decline phase. Though they are

providing a moderate quality cell phone with lots of high configuration in a low price, still their

market is not growing at a sustainable rate. And it can be easily predicted that in the coming

years their sales will go further down. To solve this problem and mitigate the risk of losing

market share they need to focus and plan on their advertisement and promotional activities. They

have never used any celebrity to endorse their product which is one of the major reasons why

their traditional marketing activities failed. As their products are a bit of low end, they must

endorse a celebrity like “Momtaz”, “Mosharrof Karim” etc. to boost up the sales. In rural area

these celebrities are considered like idol to them and what these celebrities do, the village people

try to imitate that. So this strategy of using those celebrities will force or persuade the village

people to buy symphony low end phones. These celebrities can also be the voice of the company.

People trust them, so they will trust the company also. People will associate them with the brand

and thus it will lead to loyalty towards the brand. Ultimately people will prefer symphony brand

over Walton or any other brand and repeatedly purchase symphony products.

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