The title is not matching with the ending of the case. Very little was talked about branding.

Mamun: the title should have been something like Transformation from BTTB: turning to a success

Branding BTCL
Group members:
Ghalib Al-Labeeb Raisa Chowdhury Tasmim Zahid Anwar

Behroze: the slide is looking haphazard.there should have been a good looking sequence.

Journey from BTTB to BTCL

1971: -Bangladesh Telegraph and Telephone (T&T) -Mandate to provide basic telecommunication services throughout the country 1976: Turned into a corporate body 1979: Bangladesh Telephone and Telegraph Board (BTTB) 2008: Bangladesh Telecom Company Limited (BTCL)

Problems Faced after transforming to BTCL

Opposition from BTTB's staff, who fear job cuts in the event of any restructuring No allocation for BTTB in the new budget, BTCL will have to run on its own income The source of revenue, submarine cable separated to BSCCL Debt of BTCL: Tk 4,237 crore

Problem identification
Nusrat: This statement does not seem like a problem. Should have been.. BTCL faces strong competition from the mobile operators and other landline operators

What things should be done to restore the high percentage of land phone users Stiff competition from the mobile and private land phone operators

Behroze: This slide is not going with the flow of the previous slide

The access to BTTB infrastructure could have been another strong point. Behroze: The last strength and weakness are contradictory. The second weakness Should have been omitted, dont have enough info. Mamun: the last weakness should not be there.

Strengths and Weaknesses

Highest Landline subscribers BTCL has access to all the BTTB infrastructure Will provide the lowest landline tariff soon

Opportunity

Continuation of corruption Stopped recruiting Class III and IV employees in 1984: a large number of old employees Workers not getting govt. benefits Higher tariff for land lines

Behroze: again, the last opportunity and threat are contradicting. Dont try to Impress with quantity.some of the threats are not important enough

Opportunities and Threats

Internet facilities will be provided Ability to increase capital

3 of the private land phone companies allowed to operate internationally Various mobile services Rapid growth of cell phone subscribers 3G services will be introduced by cell phone operators Vulnerable to investors' and bankers' perceptions about its progress and success

Nusrat: The fourth point is not a recommendation..its just a statement Behroze: the last 3 recommendations should have been at the top. The 2nd recommendation is irrelevant .some other services should have been thought of. Farhan: relate the stuff with previous slides. I.e. golden handshake, monetary benefits involve huge costs .previously it was said that the BTCL was suffering from monetary problemscontradicting.

Recommendations

Strong monitoring and financial benefits to reduce corruption Add new facilities: internet, voice mail, etc Promote the facilities of land phone Companies who have nationwide licenses are performing better than the zonal operators Golden handshake to the workers willing to leave

The positive point was that the story line was good and the right points were emphasized. Although too much emphasis was given to the corruption. There should have been a balance between other problems. Plus more should have been there regarding the branding part. Dont try to impress with quantity, look for quality. Babu sir (secretly): while branding we should use IMC options

THANK YOU