Teletalk 3G Brand Plan

Beginning…… 3G represents the next step in the evolution of mobile telephony,

offering enhanced capacity and efficiency compared to the current 2G technology.

3G has a 4-5 times higher voice capacity than present 2G services.

An ideal platform to deliver low cost voice telephony to consumers.

3G has hi-speed data capabilities It will fulfill the content rich mobility experience for urban Bangladeshi.

With 3G networks, consumers will have access to mobile Internet, faster browsing, streaming and downloading and business functionalities.

Initially, Teletalk is likely to launch 3G services in select cities where expect a high demand for 3G services like Dhaka, Chittagong etc. and then gradually expand to other cities and towns.

What is new with 3G?The more bandwidth, the better the end-user experience, the more fragmented offering

Target Market

Target Segment

Consumer Need

DhakaChittago

ng

Advanced Users (Executives)

Stay in touch, Record information, input and access data while on go

Internet Users(Students)

Perform many functions like entertainment, internet etc and individuality

Entry Users(Normal users)

Entertainment with Voice clarity

TARGET MARKETS: Teletalk’s marketing strategy is to differentiate the services from other operators on the market. Our primary customer targets is the middle-upper income professional that need to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are college and graduate students who want infotainment.

MARKETING OBJECTIVES We have set an aggressive buy achievable objective for the first and second years of marketFirst-year Objectives - We are aiming for a 10% share based on sales.Second-year Objectives - to achieve a 22% share based on sales.

How can we leverage 3G to different user segments?

Positioning: Using product differentiation, we are positioning the Teletalk’s 3G technology as the versatile, convenient, value-added services for personal and professional use.

The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access.

StrategiesProducts & Services:

• Broadband Connectivity• Video Calling• Music Download• Mobile TV• Video Conferencing• Faster Video Download• Online Gaming

Mobile TV - uTv

• Mobile TV is a high profile service that end users expect to be able to access on their phones.

• Video on demand with sort by categories • Very Fast channel switching

• Contextual teasers and interactive services (Voting, WAP/Download link, News)

Brand VisionBy 2015 Teletalk will be the most admired brand in Bangladesh• Loved by more customers• Targeted by top talent

Teletalk will be the pioneer and number

one in 3G services providers brand by

capturing 35% of telecom market and 15

million subscribers by 2015.

Current - 3.3 million

2011 -5.5 million

2012 -8.0 million

2013 -10 million

2014 -12.5 million

2015 -15 million

Brand Mission

Market Definition

3G of Teletalk offers consistent services to users wherever they are.

SITUATION ANALYSIS

We have set an aggressive buy achievable objective for the first and second years of market.

First-year Objectives - We are aiming for a 10% share based on sales.Second-year Objectives - to achieve a 22% share based on sales.

Target Market (Forecasts)

Target Size (Forecasts)

Strength:• Faster data transmitting and higher bandwidth, allow more business applications and commercialization• Personalized multimedia communication tools

Weakness:• Cannot offer full internet experience due to limited speed and bandwidth• Relatively higher cost to use and deploy infrastructure compared with 2G and 2.5G

Opportunities:• Strategic alliance opportunities with traditional non-telecommunication industries• sophisticated commercialization of 3G technology would encourage more applications of e-commerce and m-commerce• It is expected that consumers will continue to replace handsets with newer technology at a rapid rate. Since most service providers have not invested in 2.75G or enhanced data rates for global evolution (EDGE) but still desire the higher data capacity rates, the growth opportunity for 3G is very optimistic.

Threat:• Upcoming 4G threatens to entry before 3G is fully deployed and commercialized.• 2G and 2.5G are still in the market place, squeezing the market share.• New entrants like Grameen Phone, Warid

SWOT ANALYSIS

Services Key Programs Key GoalsMobile TV TV & radio Advertisement, Print

media, celebrity branding, sponsorship etc.

Awareness of the service, image building and 20% revenue of target market

Broadband Connectivity

TV Advertisement, Print media, Outdoor advertising, sponsorship etc.

Brand awareness, differentiation, 30% subscribers and 35% revenue of target market

Video Calling

TV & radio Advertisement, Print media, Outdoor advertising etc

Brand awareness, differentiation, 15% revenue of target market

Music & Video Download

TV & radio Advertisement, Print media, Outdoor advertising etc.

Brand awareness, differentiation, 30% revenue of target market

Video Conferencing

TV & radio Advertisement, Print media, Outdoor advertising, sponsorship etc.

Brand awareness, 5% revenue of target market

KEY PROGRAMS AND THEIR GOALS

Teletalk should achieve

• Known as admired brand for latest technology• 5.5 million subscribers by 2012• 0.3 billion revenue from advanced segment in 2012

Brand Objectives

BRAND ACTION PLAN

Product Strategy : Unique Offering (3G SIM, Information Guide etc)Strategic Alliance with Nokia for offering package with 3G support set and unique features

Pricing Strategy: Skimming pricing policyDifferent prices packages with different segment

Design Strategy : Exclusive design reflected the national history or cultures

Communication Strategy: 360 degree campaign (idea-infotainment)

Distribution Strategy: Exclusive care points and also distributors

Component Plans

New Product Development :New services like Geographic Messaging Services Platform (GMSP)

Kid Tracking Fleet Tracking

Traffic Weather

Fodor’s Guide City Tourism

Treasure Hunt Geo-Tag

Targeted Opt-in marketing

Value Proposition: Offer a variety application TODAY to generate Revenue TODAY

Value Proposition: Offer a variety application TODAY to generate Revenue TODAY

Proximity MktingSocial

Networking

Ass

et

Tra

ckin

g Gam

ing

Travel/Info

Guides

Emergency

Services

Post-It notes Meeting alerts GeoBlogging

GMSP

New Brand DevelopmentNew brand for new services like Mobile TV – uTv

Customer relationship ManagementCustomer touch points, networks, VAS etc.

FINANCIAL SUMMARY

S.N Particulars Amount

01 Marketing Expenditure 7 million

02 Infrastructure Development Expenditure 65 million

03 Administrative Expenditure .7 million

04 Product Development Expenditure 12 million

05 Others 5million

20112012 2013 2014 2015

Revenue

Year

Presented ByMD. HASNAIN CHOWDHURY

Executive, Market DevelopmentTELETALK BANGLADESH LIMITED