“As an authorized dealer I am in receipt of facilities in spite of facing lots of challenges and problems, hitherto professionally and socially I am satisfied”, claimed Syed Ashfaqur Rahman, the owner of Royal Telecom an authorized dealer of Robi at Dhanmondi-Hazaribag area. He started this business five years ago after completion of his Master’s in Chemistry with retail sale of Easyload, Scratch card, New SIM etc. Now he is also the owner of a Robi Sheba a mini customer service center & ten people have been employed under his business operation. “The expansion of this sector created a discernible demand for skilled labor which has also it’s bearing on the academic as well as professional degrees sought by the young generation” he observed.
“General people use mobile phone to fuel the economic engine of Bangladesh” said Abu Saeed Khan, the AMTOB General Secretary. A research by LIRNEasia a Srilanka based company demonstrates in their recent research that, law income customers in Bangladesh lead the region in the mobile user for business, professional and other purposes. Thus Telecommunication industry has been paying the highest revenue to the government exchequer as well as generating employment through direct & indirect form.
Around 61.84 million people are presently using mobile phone. To reach the telecom products & services to the customers end, a large number of retail marketing networks have been expanded through out the country over the last decade. Centering this sector huge network of dealers, mini service centers, sub dealers, agents, distributors, suppliers and contractors have been formed. Companies are conducting the business directly by appointing of particular distributor or dealer by demarcating specific area for each dealer/ distributor, it generally focuses on individual capabilities, social status and financial sound condition of any person or firm. Than they create retail network within their area through dedicated sales representatives. A retailer gets small commission, ranging between 2.75 and 3.15 percent from his distributor/ dealer. A large number of people are engaged in those activities. Approximately 2.5 million people are involved in the retail business of SIM and scratch card sales and telephone services.
Strategically, the authorized dealers and credit retailers are strongest network of expanding business in rural and remote areas. Through the authorization of dealership, a dealer generally hires employees as sales representatives for expanding his business and maintains selling and retailing connection with credit retailers. From this consideration, employment opportunity occurs in triangularly: dealership, sales agent and credit retailers.
Retail marketing strategy of the telecom companies are pole apart from each others business policy and selling procedures, leading to fulfill the demands and essentialities of the target oriented community. Among six mobile operators, all of them running their distribution operation such as appointing, dealing business and controlling dealers directly from the company, except Robi. Robi has two mother distributors across the country and they nominate a dealer with advice of its distributors. “We also want to run our business directly with Robi without any intermediary, because it creates unnecessary supervision tire & sharing of commission” said Engineer Md. Jashim Uddin owner of J.K. Electronics & an authorized dealer of Robi in Comilla Metro area. J.K. started this business as a dealer of Robi in around 8 years ago alone with their electronics business and now they have the largest retail network in the comilla region with a Robi Sheba (mini customer service center) at Chowkbazar in Comilla. “ We have to invest a huge amount of money in this business but the return is lower compared to other business” he added, “ in this situation presence of intermediary is an extra cost”.
Mr. Golam Taymur a managing partner of Jens International & an authorized dealer of Grameenphone at Rayerbazar-Hazaribag area started as a distributor of GP 7 years ago after completion of his graduation expresses his satisfaction over the business dealing with GP, but given stressed with the training requirement to their sales representatives by GP, now 45 people have been working in Jens “If GP would provide training to our staffs for skill developments on customer service & sales techniques, it would additionally help us to serve customers more efficiently” he said. Ashfaqur Rahman & Md. Mahtab Uddin owner of Maya Enterprise an authorized dealer of Banglalink in comilla region also emphasised on training of DSRs, they expressed similar opinion that “it ultimately helps to increase the image of the company”.
Above the product marketing, it is assumed that the telecom industry has brought remarkable economic and lifestyle benefits in the lives of Bangladeshi people. Online medical consultation services through mobile phones, cyber cafes based on internet accessed through mobile phones, payment of utility bills and online sales and telemarketing, internet available to the masses are most remarkable advantages of the telecom industry. Last not but the least, Mobile banking and Mobile Commerce are latest addition in the benefits of mobile. The rapid growth of telecom sector has an imperative impact in terms of employment generation-----both direct and indirect.
The demand for stationary, printing and technical services has increased substantially. The cell phone companies are spending a significant amount of money for advertising which has led to the inception as well as expansion of many advertising firms. Also a number of legal and professional bodies have benefited from the expansion of this sector.
Truly life in village has been tremendously changed with the potentiality and super sonic touch of mobile network. Retail business becomes focal engine to board the user’s networks through skillful marketing procession, excellent channel marketing and attached with mass people.
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Topic: Mobile Marketing: Contributing Economy, Changing Lifestyle (Read 24168 times)
