BANGLALINK OF ORASCOM TELECOM    

INTRODUCTION:

The modern competitive, rapidly changing and highly complex business environment is characterized by customer satisfaction and loyalty, the need to be market-focused and customer based is more critical than any other time in the past. It is highly imperative for every organization to retain and use valuable information about their customers to enhance their business and provide excellent services.

This Work is on change management where Orascom Telecom Over took Sheeba telecom in Bangladesh and renamed it as Banglalink, there by making the GSM service affordable and convenient for all its customers with many value added services. Banglalink made a tremendous change in the telecommunication sector in Bangladesh Banglalink upgraded their network and gave many other value added services and gave excellent customer satisfaction which made them the best network provider in Bangladesh attaining majority of the population as their customers.

Sources: 

               http://www.orascomtelecom.com/about/Contents/default.aspx?ID=765

CONTEXT:

Orascom telecom was established in 1998 and became one of the major                telecommunication providers in the world. OTH is considered among the largest and most diversified network operators in the Middle East, Africa and Pakistan. It is a leading mobile telecommunications company operating in seven emerging markets in the Middle East, Africa and South Asia having a population under license of 460 million in total population with an average penetration of mobile telephony rate across all markets of 29% as at March 2007.

In September 2004 Orascom telecom bought 100% shares of Sheba Telecom and renamed the brand as Banglalink. It aim was to provide quality service in Bangladesh. Banglalink has 16.8% market share of total mobile subscribers in Bangladesh with approximately 3.9 million subscribers as of March, 2007.Orascom Telecom operates GSM (Global Service of Mobile) networks inAlgeria as Djezzy,Egypt as Mobilin, Bangladesh as Banglalink, Tunisia Tunisiana and Zimbabwe as Telecel Zimbabwe.

Orascom Telecom subscriber number reached over 56 million subscribers as of March, 2007.

Source: 

The type of change associated with banglalink is Transitional change.

Transitional change: 

According to the punctuated equilibrium paradigm, incremental change is associated with those periods when the industry is in equilibrium and the focus for change is ‘doing thing better’ through a process of continuous tinkering, adaptation and modification. Nadler and Tushman (1995) make the point that incremental changes are not necessarily small changes. They can be large in terms of both the resources needed the impact on people. A key feature of this type of change is that it builds on what has already been accomplished and has the flavour of continuous improvement.  

Source: Hayes, J. (2007), p-11-13

 

Orascom telecom has implemented a transitional change after  taking over sheeba telecom .With its new brand name Banglalink, Orascom telecom wanted  to improve their business ‘doing things better’ through a process of adaptation and modification. Orascom Telecom has installed new management, upgraded their network, set up a distribution network and points of sale. In February 2005, Banglalink re-launched its network, capable of offering prepaid services for the first time in nine major cities in Bangladesh and Began to rapid acquire new customers.

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Source: www.orascomtelecom.com/Investor_Relations/pdfs/OT%20AR%2006.pdf        

                             

External Drivers for change in Banglalink:

The Main reason Banglalink adopted the new strategy was because of the network The main network coverage was based in capital city Dhaka, Banglalink realised the need for network upgrade and loss of business ,so they changed their network coverage and expanded its network by setting up powerful network receivers Banglalink developed its network, including switching centre, radio base stations,  intelligence network and voice mail system. It also ...

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