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Introduction

Qubee is a new and exciting company from Augere providing fast and reliable

broadband internet services to residential and business customers across Bangladesh.

We believe that everyone should be able to enjoy trouble-free access to the internet

and the world of opportunities that it brings. Our aim is to make a magical internet

experience available to everyone, everyday, without exception.

Qubee is the creation of a group of global telecoms professionals who saw that a new

technology called WiMAX could really change the internet experience for millions of

people worldwide. WiMAX means that you dont need telephone lines or cable to get

connected: all you need is to live close enough to a transmitter to receive the internet

wirelessly. As you read, were busy building a network of base stations to offer our

brand of internet access right across Bangladesh. Were starting in Dhaka, but quickly

plan to do the same in cities nationwide.


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Vision of QUBEE

The internet is one of the most liberating, exciting features of life in the 21st century.

Whatever youre into music, news, views, video, information, chat, contact,

research, for business, pleasure or education we think you should be able to enjoy

uninterrupted access to it, wherever you are, whenever you want.

Mission of QUBEE

We are just not making the internet work; were making it work

beautifully. And now it can be yours to enjoy


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Core benefits & features of QUBEE:

Qubee is the real wireless broadband internet from Augere, an MNC

incorporated in Netherlands.

Qubee is the name of a commitment for high speed and uninterrupted internet

experience for users in Bangladesh.

Qubee provides its service through WiMAX technology.

It must be Magical: Its not about magic, its about being magical. Its

about us bringing delightful touches to the customer experience.

It must Work: Its not about troubling people with complicated solutions.

Its about our hard work making it reliable and accessible for people

Company background


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Qubee is the customer facing brand ofAugere, the wireless broadband business

founded in 2007 by the former CEO ofOrange,Sanjiv Ahuja. It has a mission to

provide 'broadband for all' and is working to bring available, affordable and accessible

broadband internet services to underserved communities worldwide. Qubee has so far

been launched in Pakistan in July 2009 and in Bangladesh in October 2009. Augere is

also expecting to launch Qubee in Uganda in 2010 and is continuing to pursue

spectrum across Africa, Asia and South East Asia. Augere Wireless Broadband

Bangladesh Ltd launched the much-waited wireless broadband service through

WiMax in some designated areas in Dhaka. Augere, one of the two WiMax licensees,

is the first company in Bangladesh to launch such service under the brand name

'Qubee'. Jerry Mobbs is, the chief executive officer of Augere Bangladesh, and on the

other hand Russell T Ahmed is, the chief marketing officer

Present Scenario of the industry
http://en.wikipedia.org/wiki/Augerehttp://en.wikipedia.org/wiki/Orange_SAhttp://en.wikipedia.org/wiki/Sanjiv_Ahujahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Ugandahttp://en.wikipedia.org/wiki/Augerehttp://en.wikipedia.org/wiki/Orange_SAhttp://en.wikipedia.org/wiki/Sanjiv_Ahujahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Uganda


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Internet was introduced in Bangladesh in 1993 by Dial-up links. Online connectivity

has been possible with the introduction of VSAT based international data circuit in

1996, operating in UHF and VHF band. In June 1996, the Government allowed

VSAT's to be operated in the Private Sector, allbeit to be provided solely by the

Government owned Telephone Operator, BTTB. Besides, Qubee and Banglalion are

providing wireless bandwidth internet connection across the country. Qubee is a new

and exciting company from Augere providing fast and reliable broadband internet

services to residential and business customers across Bangladesh. Only a handful of

ISPs were connected within the first year. However, more liberal Government policies

followed in the subsequent years which led to a rapid expansion of this industry,

eventually resulting in over 180 registered ISP's by 2005. ISPs are currently regulated

by the Bangladesh Telecommunication Regulatory Commission through the

Bangladesh Telecommunications Act. Information service network ISN is playing a

key role in online Internet service in Bangladesh. Despite the presence of online

Internet service in Bangladesh, its scope is largely underutilized. The reasons include

high service charges, lack of awareness, poor telecommunication systems,

government policy, low buying power of potential clients, and lack of institutional


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support.

Customers need and demand

In most developing countries like Bangladesh, local government agencies, social

infrastructure and health institutions, schools, NGOs and businesses provide most of

the demand for Internet services. They can be considered intermediaries: while the

vast majority of these institutions are located in district centres and/or other small

towns, the benefits of their access to the Internet can spread to villages. Many of their

clients are villagers who may also visit their offices frequently. There is also a

growing public demand for the Internet via cybercafs. Overall, the potential user

community and demand for Internet services has to be identified in a more

consultative fashion than that for telephony. In most developing countries it is less

advanced than in the developed world and that has more varied uses and applications

than telephony. However, very recently, there is a growing trend in the internet use in

Bangladesh

Current competitor analysis

There are also other competitors of Qubee, those who are trying to capture the


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market share of internet service provider business in Bangladesh. The product

offering of different companies are also very lucrative. The competitors of Qubee

would be as follows:-

1) Grameen Phone- Grameenphone serves as that correlating string that connects

thousands of people across the country, across the world. It makes the daunting

physicality of distance and time trivial. And thus it bring people together, holding

their dreams and hopes, joys and sorrows, helping them stay close. GP is the

telecom service provider in Bangladesh, Which also offers internet service to the

customers if needed.

The internet packages that GP provides are as follows:-

A) Minipack Pay Per Use (Max BDT 20/day) is for only prepaid subscribers

where Internet usage is chargeable at BDT 0.02/KB up to a maximum of BDT

20/Day, between 12am-11.59pm daily.


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B) Package 1 (P1) is a pay-as-you-go offer which is applicable for Post Paid

subscribers only. For every kilobyte (KB) of data browsed, subscribers are

charged BDT 0.02(excluding VAT).

C) Package 6 (P6) is an internet offer of 1 GB per month @ BDT 300+VAT.

2) City Cell - Citycell (Pacific Bangladesh Telecom Limited) is Bangladesh's

and South Asia's pioneering mobile communications company and the only CDMA

mobile operator in the country. Citycell is a customer-driven organization whose

mission is to deliver the latest in advanced telecommunication services to Bangladesh.

City cell is also a telecom service provider in the market, which also provides internet


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service if needed. Which is City cell Zoom.

The internet packages that City Cell provides are as follows:-


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3) Banglalion- Banglalion Communications Ltd is the leading BWA operators in

Bangladesh having nationwide license in 2.5 GHz band. Banglalion WiMAX

brings the latest technology which enables you to enjoy high speed connectivity


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which is mobile and wireless.

The internet packages that City Cell provides are as follows:-

Postpaid Plan & Packages

SPEEDMONTHLY

FEE

MONTHLY

USAGE256

kbps

Tk.800 5 GB *

Tk.1000 Unlimited **

512

kbps

Tk.1250 5 GB *

Tk.1450 10 GB *


1 Mbps

Tk.2250 5 GB *

Tk.2750 10 GB *

Tk.4750 20 GB *


Understanding buyer behavior


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The internet is been used by every age group of people in Bangladesh. People now

a days want things done really quickly and the customers wants everything on the

go. So for that reason people started using laptops. The internet modem is a very

popular thing amongst the customers now a days No one prefers to go to the cyber

cafe. And at the same time they want some speed to do the downloading and

uploading work.

Strategic/Consultative model

Strategies are:

1. Develop a personal selling philosophy: Those who are

working in Qubee must have the personal selling capability.

They should know how to handle a customer and how to

persuade a buyer.

2. Develop a relationship strategy: Qubees sales people

must have idea how to make a good relation with a potential

buyer and the current buyer.


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3 Develop a product strategy: Qubees product is very

much different than the competitor so its needed to

make the customer understand that this is giving a high

resonance and it must have some extra beneficial which

is necessary to the product.

4 Develop a customer strategy: As Qubees business

is mainly customer focused, we need to satisfy them

mostly to retain our customer.

5 Develop a presentation strategy: Presentation is

very much needed to sell a product. A good product

might not be sold for poor strategy and vice versa. So

there is no way to evade its importance.


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Products of Qubee

Qubee now offers 6 GB, 12 GB and Sky solution for all three speeds.

Monthly Usage Allowance

Speed 6GB 12GB Sky **

256 Kbps BDT 850 BDT 950 BDT 1,250

512 Kbps BDT 1,250 BDT 1,450 BDT 2,250

1Mbps BDT 2,250 BDT 2,750 BDT 5,250


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Product Selling Model


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This research proposes major selling strategies on wireless bandwidth internet

connection of Qubee. As products reach maturity, they become more similar in the

range of functions that they provide. This leads to competition via reduced retail price

and ultimately reduced profitability. A competitive design method is therefore needed

that can produce higher value products. An Enhanced Value experience has been

identified that can assist designers to provide quality products and to give them a

unique positioning. The challenges of a mature market are highlighted by market

saturation and reduced profit margins. Typically, rival companies offer similar

products and services, and compete primarily on the basis of price. In such an

environment, new product development becomes critical. Furthermore, contemporary

customers are more discerning than those of the pre-digital era. Before making a

purchase decision, customers can access information through multi-channel media,

and evaluate products based on their benefits and price. Globalization has further


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compounded the difficulties and resulted in more intense market competition. An

expanding range of products and services is now available to individuals. We have

entered a buyers market.

The 21st century can be defined as the period of potential demand exceeding supply.

Potential demands are those unsatisfied human desires that need to be fulfilled.

Manning and Reece argue that four dimensions make up the total product: the generic

product, the expected product, the value-added product, and the potential product. The

first three products can be achieved via product development and marketing strategy.

The fourth, however, potential product, is related to the evolving human needs that

designers should consider in their prospective products.

Generic product:

Generic productis the basic product to be sold like Qubee modem and the wireless

bandwidth connection.


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Expected product:

Expected product is everything that meets the customers minimal expectations

beyond generic product. Here, the minimum bandwidth speed that Qubee is

supposed(promised) to pay for a given price is the expected product.

The value-added product:

Value added refers to "extra" feature(s) of an item of interest (product, service, person

etc.) that go beyond the standard expectations and provide something "more" while

adding little or nothing to its cost. Value-added features give competitive edges to

companies with otherwise more expensive products. Value creation is the main

objective in new product development and offers customers additional benefits such

as safety, comfort, and pleasure. One of the premises for the competitive design

strategy is to provide enhanced value for existing products. Enhanced value means

offering better quality or services that are meaningful and valuable to customers, than

competitors are able to. Qubee should transform the existing products by providing a

unique quality in line with significant customer value. Through evaluating different


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product appearances, customers can discover their ideal products. In the end,

customers would search for the most valuable product that yields visual satisfaction,

personal image, and novelty. Products interact with their surrounding environment

and users. With the inclusion of the factor of the surrounding environment, the value

experience is complete. Variety seeking serves as the function of assisting

customers to deal with the changing environments. Even customers who do not make

a purchase will still appreciate a physical and emotional experience. Thus, Qubee

should offer effective portals where customers can discover the desirable products

easily. The value experience of variety seeking gives incentives to designers in

offering various products that satisfy customers with pleasure and unique experience

by the distinguished product appearance.

Potential product

To reach beyond existing demand and to look into the future, Qubee should focus on

potential positioning to achieve greater customer loyalty. To find such potential

human needs becomes the key to offering competitive quality. Qubee can stage an


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experience whenever they engage customers, connecting with them in a personal and

memorable way. Customers now desire products with higher value and quality that

address their upper level needs such as self-realization. Qubee now need to offer

unique products or services that no one else provides, or offer them in a unique way.

Swot analysis

SWOT analysis is a tool for auditing an organization and its environment. It is the

first stage of planning and helps marketers to focus on key issues. SWOT stands for

strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are

internal factors. Opportunities and threats are external factors.


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Weaknesses:

Employee skill inconsistency.

Poor customer service.

Very low employee morale.

Opportunities:

Growing demand for wireless bandwidth connection

Huge market size.

Making technology accessible to all (e.g. broadband).

Adopt latest technologies.

Threats:

Growing competition from major competitor-Banglalion.

Price reduction by competitor to capture the market.

Entry of new competitors.

Selling product with pricing strategy

Our vision is to become the number one brand in the internet

service


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provider business in Bangladesh. The current market has bothlow

price and premium priced competitors. However, the scope for

the high

end market is gradually growing as customers become more

internet

conscious and lean towards branded providers. So, we will

take

advantage of this fact and attract the more sophisticated, high

class

customers with premium pricing backed by superior service

quality.


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Selling Strategy

Qubee sales and distribution team has five sub departments. These are :-

1. Direct Sales

2. Corporate Sales

3. Tele Sales

4. Distributor

5. Retail Shop


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Direct salesteam handles the home users and SME. They try to make the product

available to the corporate and single or home users. In Dhaka city there is more than

50,000 SME. So Qubee targeted those SME and the direct sales team works with

those organizations.

Corporate Salesteam works with the corporate clients. Some renowned

companies are our corporate clients. They are :-

1. American Embassy

2. Standard Chartered Bank

3. BRAC Bank

4. World Bank and so on.

There is a separate office for the manager of corporate sales who is alsoresponsible


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for corporate customer relations. Corporate customers are given high priority in terms

of sales and also in terms of after sales service. Of course this is due to the high usage

and need for good long term goodwill with such corporate clients. This department

however deals mainly with sales to corporate customers and maintenance of relations

with both current clients as well as scouting out potential new corporate clients,

whereas the after sales service and other issues are dealt with by the customer services

operations section of the company.

Distributormakes sure that qubee product is available in the market. They get

commission on modem and bandwidth price.

Tele salesteam sale qubee connection by making call to the potential customers.

They have some customer group from the business corporate world. For selling to

those people they adopt telemarketing approach Qubee is distributing their product


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through their own outlet and third party. They have their own outlet in Gulshan 2 at

Casablanka Store and they are using Transcom as third party to distribute their

product. They have also given exclusive right to some computer accessories selling

company which are located in IDB to distribute their product. They are also selling

their product through telesales in some special cases. Qubee have build experience

booth in different places to give the practical experience to their subscribers and they

have highly focused on that Experience booth to promote their product. It is now

possible to try out the real internet experience from Qubee at your favorite coffee

shop or shopping mall.

Marketing Strategies

Qubee marketing team is working nicely. Marketing department has three sub

departments. These are:-


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1. Product Development

2. Branding

3. CSR/PR

Product Development

This department is responsible for find out the innovative features that can attract the

existing and potential customers. Product development is one of the key departments

in the company. While developing new packages and tariff plans this department has

to keep in mind the profit and cost issue. Under all these constraints the department

has been producing exciting and new features which ultimately attract customers.

Product team always tries to come up with different types of products by considering

peoples need and wants. Product team introduce Gigaset, Dongle, for the customers.

Gigaset has the power to capture the frequency more compare to Dongle. So Qubee

provide Gigaset where frequency is bit poor and Dongle for people who wants


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mobility.Product team design their product according to the customer wants.

Branding

The brand department of the company deals with image of the brand to the customers.

It basically helps the brand to portray its intentioned image to the potential target

group. This department along with the Marketing Communication department deals

with the promotional activities.As Qubee is very new organization and WiMax is a

very new concept thats why Qubee have to give too much effort and promotional

activities to let the people know about their product and services.Branding is a another

sub-department of marketing. Branding team is trying to promote their qubee product.

They have organized different events to promote their product. At first they do a

campaign in different universities, which worked a lot. At present they are not

branding their product extensively but they have a plan for extensive branding.

Qubee is now giving advertises to different renowned news papers in Bangladesh and

they are also giving advertisement to the different website to promote their product.

They also giving advertisement in the Radio like Radio Amar, Radio Foorti etc.

CSR/PR


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Qubee has another sub department called CSR/PR department. Though they are not

doing so many CSR activities but they are planning to engage in CSR activities.

Qubee does different sorts of public relation activities to promote their product in the

market which involves different University campus campaign. They are offering

campus package especially for the students and they are arranging different campus

campaign to sell their product. They are also arranging different concerts to grab the

attention of the customers.


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Documents

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