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ROBI AXIATA LTD

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Today I am going to discuss Robi Axiata Ltd. before it was known as Aktel, later on, they emerged with Robi Axiata Ltd.

Now let’s have a look at their previous & current profile-

Previous Profile

Robi launched its operations on the 15 November 1997 in Dhaka and on 26 March, 1998 in Chittagong as Aktel. Its founding chairman is Late Mr. Zahiruddin Khan, an ex-commerce minister. Aktel was formed as a joint-venture between Telekom Malaysia and A.K. Khan Company. All along through its inception it was ranked as No.2 mobile operator and was placed far behind the industry leader GrameenPhone in terms of revenue and no. of subscribers. Aktel started investing heavily with funds from Telekom Malaysia (the majority stake owner) on expanding its network in 2001 but the investment was far too inadequate in comparison with GrameenPhone’s investment. Although customer base was increasing heavily its position remained at No.2. Unlike GrameenPhone, Aktel kept very low in marketing its brand. But from the end of 2004, Aktel spent heavily on marketing its brand all over the media, outdoor and other marketing mediums. It was a huge success and the Aktel brand became well established. Credit was given to the then Chief Operating Officer Mr. Vijay Watson who is believed to be the mastermind behind the change and success of Robi.

In mid-2008 news broke out that A.K Khan & Company was selling its 30% and Vodafone, Etisalat and NTT DoCoMo were among the potential buyers. Mr. AK Shamsuddin Khan, Chairman A.K Khan & Company and Mr. Salahuddin Kasem Khan, former Chairman of Aktel and Managing Director of A.K Khan & Co Ltd represented the sellers After months of negotiation NTT DoCoMo sealed a deal with A.K Khan & Company for US $ 350mln on June 2008. The deal was completed on September 19, 2008.

Current Profile

Robi Axiata Limited is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. It was formerly known as Telekom Malaysia International (Bangladesh) which commenced operations in Bangladesh in 1997 with the brand name AKTEL. On 28th March 2010, the service name was rebranded as ‘Robi’ and the company came to be known as Robi Axiata Limited.

Robi is truly a people-oriented brand of Bangladesh. Robi, the people’s champion, is there for the people of Bangladesh, where they want and the way they want. Having the local tradition at its core, Robi marches ahead with innovation and creativity.

To ensure leading-edge technology, Robi draws from the international expertise of Axiata and NTT DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service with high-speed internet connectivity. Its GSM service is based on a robust network architecture and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage and multiple global partners for international roaming. It has the widest International Roaming coverage in Bangladesh connecting 600 operators across more than 200 countries. Its customer-centric solution includes value added services (VAS), quality customer care, easy access call centers, digital network security and flexible tariff rates.

Current CEO’s of Robi Axiata Ltd.

Mahtab Uddin Ahmed, Managing Director (MD) and Chief Executive Officer (CEO), Appointed: 31st October, 2016.

 

Robi Axiata Ltd. Useful Contact List-

  • 123 to access our 24-hour helpline service
  • 158 for our IVR-based complaint helpline
  • 01819 400400 for general information
  • 1819210952-4 for their corporate connection related query
  • 01819232477 for International Roaming Subscribers
  • SMS to 8123 (from your Robi number)

 

Conclusion

Robi Axiata Ltd.  is one of the top mobile Company of Bangladesh. It covers the whole Bangladesh by its network. At present, Robi is the prideful sponsors of Bangladesh National Cricket Team. There are many product and services of Robi is available in Market. At this moment the company is in growing position. But the strategies of the company will make the company “number one” mobile company of Bangladesh. As a multinational company for making the process more effective Robi should analyze the recruitment and selection process of other multinational company of home and abroad. Moreover, its decisions are based on facts from market research and coverage survey. The company also monitors its competitor’s activities and is proactive in marketing decisions.

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