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Yeah, Aktel is now offering 7.5% bonus for BDT 51,101 and 201. You may ask why 51 or 101 instead of 50 or 100? The answer is very simple, the bonus is for electronic recharge only. If you recharge from scratch card, you will not be able to enjoy it. Its an indication that Aktel wants its subs to move from scratch card recharge to electronic recharge. Quite naturally, question arises- WHY?

Well, the answer is very straight forward. Electronic recharge is much cheaper for the company. It ensures more margin for the company and more control over the distribution channel. That’s why Aktel is trying to move towards this new direction.

But Aktel may face challenge in the Chittagong and Noakhali region where it has the strongest presence because scratch card (especially BDT 20) is quite popular there. Scratch card allows a lot of flexibility (like can be stored for later use, can be taken anywhere etc.) for which it surely has a loyal customer base.

What is encouraging for Aktel is that Grameenphone and Banglalink has already done it, their maximum subs do their recharge by electronic means. So let’s hope Aktel will be able to achieve the same in short times.

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First, it was Warid who introduced 89 paisa/minute call rate to any operator. Then in September 2008, Aktel introduced 68 paisa/minute call rate to any operator. Teletalk followed their footsteps by introducing 66 paisa/minute call rate in 2009. Now it is Banglalink’s turn to follow the other three operators who already have offered flat tariff to their subscribers. Today (6th November, 2009) Bannglalink just launched their 87 paisa/minute flat tariff plan.

Looks like its becoming a trend in the Bangladeshi market, to introduce flat call rate and allow the subscribers to call any operator’s number without worrying much about the differential charges. As more and more operators are adopting it we can safely assume that the financial impact of this tariff is quite positive. In fact, if we analyze the financials of the two operators- Banglalink & Aktel, we can easily see that AMPU of Aktel is lower than Banglalink but their ARPU is much higher. Yes, there might be some other factors but flat tariff is got to be a major factor behind Aktel’s higher ARPU.

As Banglalink has finally introduced flat tariff, it seems they have got the message and has acted accordingly. Question is when Grameenphone is gonna realize it?



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