Tuesday, December 22, 2009

The Extended Marketing Mix

This is my project about extended marketing mix for Preliminary certificate of marketing course,conducting by Sri Lanka institute of marketing .



Extended Marketing Mix of Mobitel

BY: Gayashan Perera

Overview of the Company
Mobitel is Sri Lanka’s National mobile service provider. Mobitel (Pvt.) Ltd is a mobile phone network in Sri Lanka. It is wholly owned by Sri Lanka Telecom. The network offers a variety of services and currently operates a GSM/GPRS/EDGE/UMTS/HSPA network. The operator launches 3.5G services. Sri Lanka Telecom Mobitel is the 1st 3.5 G operator in Sri Lanka & South Asia. Mobitel is currently operates 3.5G HSDPA network. It covers most of the Cities and Main roads in Sri Lanka. Mobitel offers both prepaid and post paid services and is one with the lowest call charges.
About Mobitel
Mobitel is Sri Lanka's most dynamic mobile telephony operator as well as one of the longest running. It is the 'National' mobile service provider in Sri Lanka. Since being acquired by SLT in 2002, it has grown in leaps and bounds and is now on par technologically with the very latest in the Sri Lankan telecommunications industry. The company is continuing on its strategy which is positioned around ‘value innovation’ and ‘customer centricity’. Mobitel has a very strong brand image, with visibility at strategic locations. Mobitel has shown their competitive position over the years in terms of formidable distribution, product suit and brand. The features and benefits built into the innovative packages that they offer are all designed carefully with customer's best interest at heart, because as their slogan goes "We Care Always".

Network

Mobitel operates a 3.5G network with HSDPA/HSUPA support and downlink speeds of up to 14.4Mbit/s and uplink speed up to 1.38Mbps. Currently it has the 2nd fastest internet speeds in Sri Lanka & is also serving customers with over 1500 GSM and 600 3.5G base stations island wide. And now it’s being fastest mobile broadband service provider which only 2ndto its mother company Sri Lanka Telecom.

Slogan

The company slogan is "We Care Always"
Vision & Mission
Mobitel Mission – To lead Sri Lanka towards an info-com and knowledge rich society through our service offerings.
Mobitel Mission – To care share and deliver.


The Extended Marketing Mix
Concept of Marketing Mix evolved around the product. Marketers use numerous tools to elicit the desired responses from their target markets. These tools constitute a marketing mix. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. The proliferation of many service provided resulted in competition amongst them. Naturally competitors wanted to create competitive advantage for them selves. Traditional 4P extended to encompass growth of service industry.Tradional 4P s were
1. Product
2. Price
3. Place
4. Promote
Thus the traditional 4P s wasn’t adequate and required more attention and that resulted in the extension of the traditional marketing mix. The three new elements were
1. People
2. Process
3. Physical Evidence

1. PRODUCT
Methods use to improve/differentiate the products and increase sales or target sales more effectively to gain a competitive advantage.
Mobitel has product variety to fulfill their customers own specific needs. With the proliferation of mobile phone users, several micro segments have also emerged lately, each with their own specific needs. Different segments are explained as follows.
Youth
Over the years, service providers have started giving greater attention to this segment. As it has emerged as one of the biggest users of mobile phones. For the youth, mobile phones are not just a necessity, but rather an indispensable accessory. This segment particularly values prepaid schemes with many offers. Youngsters in the age group of 19 to 23 years generally have a large circle of friends and more access to money. Companies thus focus on providing services like group talk and group SMS to these people. This segment is very dynamic as its needs keep changing very frequently, driven by the latest trends and fads. For instance, downloading new ringtones, wallpapers, movie clips are the latest fads among the youth today. This is a huge revenue source for service providers and so they need to keep up with the changing tastes of this segment.
Young Professionals

People entering the workforce and thus moving out of the dependent bracket constitute this market segment. They generally prefer using post paid schemes with value added Services like information about stock markets, news updates and so on.

Small and Medium Enterprise.

This segment mainly consists of people who are switching over from landlines to mobile phones, seeking a cost advantage. The focus here is on economy-packages rather than value added services

Family

Family as a segment consists of more number of dependents. These dependants are serviced by prepaid schemes. Geographically dispersed families tied by the same cellular service providers may get cost advantages in terms of lower pulse rates

Mobitel has tailor made schemes for each segment has been a great success so far. It shows that Mobitel has brought up their customer’s loyalty.

Products & Services

Mobitel provides mobile services, Broadband, Data Services, and Mobile Phones. Mobitel offers mobile service that covered in 63 cities in Sri Lanka. And they offer 3G coverage in 50 cities. And also Mobitel is the first mobile operator to launch super 3.5G HSPA technology in South Asia. In January 2004, the company launched its full-fledged 2.5G GSM network that is EDGE/GPRS enabled and in December 2007 Mobitel launched South Asia’s first and only network with super 3.5G HSPA technology. An investment committed to date in its 3.5G/2.5G networks and service offering totals over US$ 200 mn and is set to increase its present 1000+ base stations to 1500 base stations by the end of the year.

Product Strategy

The Core - Mobile Operator

The Actual Product

Packaging and Labeling – Mobitel Sims contain in colorful and attractive covers with user manual.


Branding

· Name – Mobitel

· Colour - Green & Blue

· Term - “ We care Always ”


Brand Personality – Smart People
Brand Equity - Mobitel Provides quality, accessible, innovative mobile and network solutions.
Services Offered
Designed Tariff Plans
Mobitel’s tariff plans together with VPN (Virtual Private Network) facilities, has been design to suite business requirements.
Value Added Services
Mobitel provides a great range of optional services including Call Management, text and picture messaging and eChannelling.


Data Services
3G services - Infotainment, Video SMS, Video mail, Video Blogging and high speed internet connectivity with push email facility.

International Services
Keep in touch with clients and family, yet keep it affordable. Mobitel offers IDD, Roaming, International SMS, International Video Calling and more features.
Personalized Customer Service
Mobitel offers an easy, hassle free experience with Mobitel services. They strive to offer timely, personalized solutions.
Priority After Sales Service
Customer satisfaction is a priority for Mobitel. Mobitel customer care agents are well trained to cater to your requirements
Professional Relationship & Account Management
Mobitel’s account management team will fulfill customer’s communication needs. Mobitel business services - begin with building strong business relationships.

Prepaid Plans

Mobitel provides simply affordable and very convenient pre packages for the customer. Especially these pre paid plans are segment to youth. Mobitel provides no bills, no rentals on value added services, no billing proof, no credit limit & no deposit pre paid plans for the customer.
SMART 5
SMART 5 designed to provide absolute value to the customers and to simplify the process of choosing from a wide range of confusing Pre Paid services in the market, has enjoyed phenomenal growth and success after it was launched in the year 2006. This package alone brought into Mobitel, in excess of 500,000 connections in the last year and continues to grow. Its major significance lies in the simplified pricing plan and other benefits that break down the barriers, allowing consumers from all walks of life to enjoy the benefits of mobile telephony at an affordable price. These concepts articulate Mobitel's key vision of being an organization centered around its customers. SMART 5 is always evolving, as Mobitel always looks at the options of presenting the consumer with SMARTER solutions. Now Mobitel introduces the new and improved Pre Paid service that offers both existing and potential customers a range of added benefits that provides absolute value for money. Of special mention are the attractive loyalty schemes that are available to existing subscribers.
SMART Freedom
Mobitel is introduce "SMART Freedom Hourly" option to the SMART Freedom suite of tariff options, which offers Free M2M Voice calls, Free M2M Video calls and Free M2M SMS to our valued SMART Pre Paid customers on an Hourly basis. Offering ‘free mobile democracy’ concept which is sure to be needed by every smart Sri Lankan, this offering is a first for both South Asia and Sri Lanka in that it makes available to Mobitel SMART customers free Mobitel to Mobitel (M2M) tariff options which includes free M2M voice calls, free M2M video calls and free M2M SMS’s. In order to ensure that majority of the SMART FREEDOM users are able to receive superior quality of service, as is the practice internationally for free use tariff options, SMART FREEDOM tariff options are subject to Mobitel’s Fair Use Policy. Under normal circumstances, all of Freedom tariff options will expire at midnight of the last day applicable to the respective Freedom tariff option. More details on SMART Freedom tariff options are available on.

My Best Friend

Mobitel introduced “M Best Friend”, a new concept to its SMART feature. It will offer a special tariff for those who use the SMART M Best Friend number for voice, video and SMS. This further demonstrates the price innovation of SMART, helping to create an aura of ‘smart connectedness’s around the brand. The introduction of M Best Friend is in keeping with our positioning of SMART as a value innovator, making SMART once again the smartest Pre Paid service in the country where video calls too are included. It will cater to the various youth segments by using the most appropriate connectedness aspect. It will also create a high level of awareness among SMART users and potential users of the multitude of connectedness benefits that the product offers.
IDD
Mobitel offers International Direct Dialing (IDD calls) from Sri Lanka with low rates; Mobitel introduces HOT IDD 250 for the SMART Pre Paid community, which is a re-charge card that is exclusively for making IDD calls. This is yet another new and innovative service which costs only Rs 250/-, but has a greater bundled value in excess of Rs. 300/-. And also mobitel offers this service for both pre paid and post paid customers. This is yet another innovative offer by Mobitel, which further goes into demonstrating the price competitiveness and value to the SMART community presented by the young and dynamic SMART brand. It creates an aura of SMART connectedness, by enabling users to derive the highest benefits from their connection, providing both a dynamic way to stay in touch with family and friends while offering greater value for money.
Buddy IDD


The cheapest IDD calling rates in the country. Buddy IDD starting as low as Rs. 7/=.

Premier IDD
International calling service by Mobitel offers call conferencing facilities and has a low connecting time. Premium IDD offers crystal clear quality and high reliability, make important business calls, and get in touch with friends and family on important occasions
Video IDD

Mobitel 3G Video Calling
Get a bit closer face-to-face with Video Calling. See and talk to your family and friends based around the world.
3G Delight
Sri Lanka Telecom Mobitel announced the launch of two new features named 3G Daily Delight 50 and 3G Daily Delight 25 on its Pre Paid suite of services recently. The options, which will be available to all SMART subscribers by default, will come as convenient bundles of the key features in the 3G suite of services. The option 3G Daily Delight 25 will enable a subscriber to enjoy 50 MBs of data, while 3G Daily Delight 50 will provide 100 MBs of data, 100 Minutes of Video Calls and 100 SMSs within the day he or she wishes to subscribe. The options will come in two flavors- 3G Daily Delight 50 and 3G Daily Delight 25. The 3G Daily Delight 50 is aimed at those subscribers who want to realize the full potential of 3G product suites while 3G Daily Delight 25 is aimed at those who focus only on accessing Internet. The launch of 3G Daily Delight 50 and 3G Daily Delight 25 options on Pre Paid is yet another fulfillment of the company's vision of Leading Sri Lanka towards an info-com and knowledge rich society through its service offerings, This will provide Sri Lankan subscribers the freedom to taste the full potential of 3G services.

Mobitel Roaming

Mobitel International Roaming reaches greater heights with new value added services; The Travelling Connect Loyalty Program and Roaming Voice Notification, introduced for the first time in Sri Lanka. They introduce a loyalty program for their In-bound International Roaming base, in collaboration with Travelling Connect, the leading global provider of loyalty management services to the telecommunication industry. With more than 300 roaming partners and over 175 destinations worldwide, roamers on Mobitel are sure to enjoy the best overseas coverage wherever they may go. Mobitel now connects with 45 countries on Pre Paid Roaming and 65 countries going live on GPRS.

International SMS

With Mobitel International SMS, you can send a text message or SMS to anyone in any part of the world for the same price as sending a SMS to someone in Sri Lanka. There is no charge for receiving an incoming international SMS.
International MMS
International MMS is currently available with 15 networks in 14 countries with more destinations being added every week. This service is given by free to the customer.
Post Paid Plans
Mobitel has post paid plans and rates to suit their customer’s needs. Mobitel offers 4type of Double M packages and Upahara package to different customer ranges. Mobitel post paid packages are Double M1000, Double M2000, Double M3000, Double M5000 and Upahara.
Double M
Double M packages are especially design to the professional to build more connection to local market and world market. These packages are with many value added services to make customer so comfortable with their business.
Upahara
Sri Lanka Telecom Mobitel announced the launch of a revolutionary Communications package for State sector employees and pensioners which will bring unparalleled economic benefits to the subscribers. The package is aptly named UPAHARA and presented to them as a gesture of appreciation of their contribution to the development of the country, and with the aim of bringing mobile telephony within reach of hundreds of thousands of State sector employees spread countrywide.
Business Solution
Mobitel thinks that their business customer’s needs are diverse. Mobitel offers a range of services to suit customer’s requirements
Mobitel provides
· Individually designed corporate packages ensuring you effectively manage your communication costs.
· Fast and clear voice and data transfer services for Professionals.
· Totally integrated solutions with extensive nationwide network and coverage.

2. PRICE

A product is only worth what customers are prepared to pay for it. The Price also needs to be competitive, but this does not necessarily mean the cheapest. Pricing must also provide a profit. And also thinking of price as ‘cost’ customer helps to underscore why it is so important. The more you charge, the more value or quality your customers will expects for their money.

Mobitel gives a quality and superb service to customers with low price. Despite facing constraints on its capacity as a consequence of a tremendously successful increase in sales and customer acquisition, the first quarter results outdid the performance in the corresponding quarter of the previous year on every important measure. The subscriber base increased by a phenomenal 88%, in comparison with the results of the same period in 2006. The revenue grew by 31%, reaching a total of Rs.1.51 billion for the quarter. The upward trend continued across the Company’s profitability indicators, with Earnings before Interest, Tax, Depreciation & Amortisation (EBITDA) growing by 16%, Earnings before Interest & Tax growing by 306% and Profit after Tax turning around from a loss of Rs.202 Million to a profit of Rs.27 Million, reflecting an overall profit growth of 113%.

Mobitel’s growth is underpinned by a strong overarching philosophy of value innovation, where technology, distribution, service packages, value-added services, and support are only means to an end. The end being caring for the customer by always having the customer’s best interests at heart. It’s based not on being first to market, but on being right for market, if not being the best for market.

This philosophy runs across the Company and it has spawned several initiatives that have propelled Mobitel forward. The Company’s ‘SMART 5’ product revolutionized mobile subscriber call patterns to provide a 24-hour call pricing option that took the market by storm. ‘SMART 5’ became the single biggest factor contributing to the tremendous growth of Mobitel’s subscriber base. Other initiatives, such as Mobitel’s ground breaking agreement with Sri Lanka Post and the tie up with the retail giant Singer in the distribution area, have contributed to and will continue to contribute to Mobitel’s growth momentum in a significant way.

Mobitel launched its full–fledged GSM network that is EDGE/GPRS enabled and designed to operate on dual bands. Investments committed to date in its 3G and GSM service offering total over US$200 million and are set to increase its present 600 base stations to 1500 base stations by the end of this year.

Mobitel SMART Pre Paid tariff, offering all Sri Lankans the lowest call rates in the country. This value innovative tariff plan offers subscribers the freedom to focus on their communication rather than time spent, as experienced by users on tariff plans based on smaller units of measurement- per second billing. This innovative SMART Pre Paid Tariff offers simplicity and value to existing and potential customers, with outgoing voice/video calls at Rs.1 per minute and sms at 50 cents per message to 1 nominated Mobitel M Best Friend number, outgoing voice/video calls at Rs.2 per minute to Mobitel numbers and voice/video call rates to any other local Mobile or Fixed Line number at Rs.4 per minute 24 hours of the day. Further this plan allows user’s to enjoy Incoming Free Voice/Video calls from Mobitel, Local fixed line and overseas numbers anytime of the day. In addition this tariff plan will allow users to enjoy optional features such as Any 8, SMART Freedom suite of services, SMART Bonus discounts and the latest 3G Delight options. The launch of this tariff option they shows Mobitel’s commitment towards competing on a single dimension, offering consumers in Sri Lanka the lowest call charges instead of smaller units of measurement.




Bill Payments

Over the counter

  • Mobitel Branches
  • SLT Teleshops
  • SLT Regional Telecom Offices
  • SINGER Mega
  • Authorized Dealers
  • Keells Super Outlets (Payment updated after 1 hour - credit cards and cash payments only)
  • Arpico
  • Banks – Bill Payments to People’s Bank, Sampath Bank, Hatton National Bank & Nations Trust Bank will be updated on line and Bill Payments to Commercial Bank, Union Bank, PABC Bank & Seylan Bank will be updated on the next working day
Via SMS
Mobitel customers banking with Hatton National Bank (HNB), Sampath Bank and Commercial Bank and HSBC can reload their pre-paid accounts and pay their post-paid bills through a simple SMS.
Other features:
  • Account Balance Inquiries
  • Fund Transfers
  • Credit Card Status Inquiries
  • Credit Card Bill Settlements
  • Payments of Utility Bills

Cash

Now you can pay your bill by cash at any of our payment centers.

Cheques

By posting a cheque under registered cover to Manager Finance, Mobitel (Pvt) Limited, 108, W.A.D Ramanayake Mawatha, Colombo 02. The Cheque should be written in favour of “Mobitel (Pot) Ltd.”, along with the tear off part of the bill. (Please indicate your Mobitel number clearly on the reverse of the cheque).
Standing Orders
  1. You have to fill the application available at Mobitel for "Standing Instruction" for MASTERCARD & VISA credit card holders. We will debit your card directly every month.
  2. Amex Card holders need to obtain / send application directly from / to Amex Card Centre, No. 107 Dharmapala Mawatha, Colombo 07. Credit Card
  1. By filling & posting the tear off part of the Mobitel bill for credit card payments. (The credit card number, the expiry date & Mobitel number should be clearly written in the cages given)
  2. Online Payment by credit card through our website for MASTERCARD & VISA card holders.

3. PLACE

The place where customers buy a product and the mean of distributing your product to that place must be appropriate and convenient to the customer. The product must be available in the right place at the right time and in the right quantity while keeping storage inventory and distribution cost to an acceptable level.

Mobitel has 2.4 million subscribers in island wide and Mobitel GSM covered in 64 towns and Mobitel 3G covered in 56 towns in Sri Lanka. Mobitel has 3.5G HSPA network which is the first and only super 3.5G network in South Asia. An investment committed to date in its 3.5G/2.5G networks and service offering totals over US$ 300 mn and is set to increase to 2000 base stations by the end of the first quarter of 2009.

Mobitel's subscriber base increased 92 percent to 2.69 million in 2008 from 1.4 million in 2007.

Mobitel Big M’s

Mobitel Big M’s are the main offices of Mobitel. Their available services are

· Bill Payments

· SIM Replacements

· Roaming Activations

· Credit Limit Enhancements

· Online Activations

· Alterations to services

· VAS Activations

· Phone Repairs

The main Big M s were located in

Colombo

108, W.A.D Ramanayake Mw, 30, Queens Rd,

Colombo 02 Colombo 03

Tel: 112330550 Tel: 112507385

Fax: 002303122 Fax: 0712222000

Email:bigm@mobitel.lk Email:qrbigm@mibitel.lk

And also they have Big M branches in Anuradhapura, Kandy, Kurunagala, Matara and Rathnapura with same facilities. And also Mobitel has a Mobitel Experience Center in Excel World and 64 authorized dealers in island wide.

Distribution

Mobitel has island wide distribution network. They arranged a ground breaking arrangement with the Postal Department. Because they are trying to reach every house hold in the country in a cost effective manner, while maintaining a friendly and customer oriented approach. So their significant distribution channel is Postel Department.

Lanka Telecom Mobitel exchanged an agreement with Richard Pieris Distributors Limited on June 23, 2008 to have its presence at Arpico Supercentres, the only hyper-market chain in the country. This is a key milestone for Mobitel as it helps to further spread the distribution network across the country. With this tie up, Mobitel now offers its customers Online Bill Payments and Reload SMART connections at all Arpico Supercentres island-wide, including the M3 Experience Center which is located at the Arpico Supercentre at Hyde Park Corner.
With this partnership, Customers now have the opportunity to also visit the Mobitel kiosk to experience M3 broad band services, as well as to purchase Mobitel connections, whenever they visit an Arpico Supercentre. To this end, services offered by Mobitel are in the process of being rolled out at 10 Arpico Supercentres, which will be available to Customers in the near future, with one already being in place.

Sri Lanka Telecom Mobitel marked a key milestone in its relationship with Singer Sri Lanka, the number one retailer of consumer durables, making available Mobitel services at all Singer Plus outlets, Modern Homes and Sisil showrooms. Services available initially at Singer Plus are Mobitel bill payment options and SMART Reload options. Mobitel further intends to enhance the service offering by the availability of purchase of SMART connections and broadband solutions in the near future. This will help to expand the wide reach of Mobitel’s presence through the distribution network of Singer. The agreement also highlights the convenience offered to its subscribers by a company that cares. Singer making available Mobitel services at Singer Mega Show rooms at Kandy, Negambo, Maharagama, Wattala, Borella, Mount Lavania, Nugegoda, Gampaha and Duplication Rd.And also all singer plus outlets in Island wide.

And also SLT making available Mobitel services at SLT Teleshops in World Trade Center, Piliyandal, Beruwala, Colombo10, Colombo05, Badulla, Nittambuwa,.Kegalle,Ambalangoda, Polonnaruwa, Hatton and Rathnapura

Mobitel ties up with Seylan, Commercial, PABC, Sampath, Nations Trust, People, HNB and HSBC banks for offer a best service for their customers by giving them services like phone banking and SMS banking.

Mobitel has well designed web site with many features. It is www.mobitellanka.com.Through this web site they offer

· Online Bill Payments

· Online Bill viewer

· Prepaid and Postpaid Details

· Tariffs

· Promotions

· Online customer care support

· Store Locations and etc

Mobitel has 24 hour customer service and 24hour Roaming Service Hotline in Sinhala, Tamil, and English Languages. Through their web site they invite to the customer to fill their online customer satisfaction survey to give the best in customer service. By using mobile phones they can connect to the internet through wap.mobitel.lk.

Bill Payments

Over the Counter

  • Mobitel Branches
  • SLT Teleshops
  • SLT Regional Telecom Offices
  • SINGER Mega
  • Authorized Dealers
  • Keells Super Outlets (Payment updated after 1 hour - credit cards and cash payments only)
  • Arpico
  • Banks – Bill Payments to People’s Bank, Sampath Bank, Hatton National Bank & Nations Trust Bank will be updated on line and Bill Payments to Commercial Bank, Union Bank, PABC Bank & Seylan Bank will be updated on the next working day


Via SMS
Mobitel customers banking with Hatton National Bank (HNB), Sampath Bank and Commercial Bank and HSBC can reload their pre-paid accounts and pay their post-paid bills through a simple SMS.

4. PROMOTE

Promotion is the way a company communicates what it does and what it can offer to a customer. It includes activities such as branding advertising,PR,corperate identity, sales managements, special offers and exhibitions.Pramotion must gain attention be appealing ,tell a consistenent massage and above all else give a customer a reason chose your products rather than someone else’s.

Sri Lanka Telecom Mobitel as The National Mobile Service gives the big supports to Sri Lankan Sports. Supporting by these events mobitel promotes a positive national sentiment, thus fulfilling the objective of promoting culture and sport in Sri Lanka.

Sponsorships in 2007

· Sri Lankan Airlines NEGC Tour 2007
· SL Regiment of Artillery - Gunner Super Cross 2007
· College of Surgeons- Surgeons Walk 2007
· Association of Sri Lanka- Relay Carnival 2007
· 23rd Rowing Championships
· Footwork Dance Sport 2007
· National Olympic Day Run
· National HR Conference 2007
· Sri Lanka Turf Club Governors Cup
· Techno 2007
· Singer Rugby Asiad 2007
Sponsorships in 2008
· National Information and Technology Conference 2008
· National HR Conference 2008
· Pink Ball Award
· International Photograph Exhibition
· Hill Club Annual Ranking Tennis Tournament
· 5th Saarc Bridge Championships
· CFA Forecast Dinner
· Fun-Duh Mental 2008
· Badminton Sponsorship for university of Moratuwa

E Channeling

EChannelling to its subscriber base, after an agreement was reached recently between Mobitel and e-Channelling Limited, the application service provider to the healthcare industry. This service refers to gaining access to specialist doctors with the use of Mobile Commerce. Channelling your preferred doctor becomes as easy as dialing 225 from any Mobitel phone, a service which will be available 24 hours.

M3 Journalist

'M3-Journalist' which potentially can empower M3 users to directly communicate through video telephony giving the ability to broadcast them selves lives on Sri Lanka's popular ITN television network initially.

M3 Cafe

The M3 Café will be an ideal destination for the business person seeking to work in the contained luxurious and comfortable environment of a café that provides sumptuous delicacies together with easy access to cutting-edge technology. This innovative concept is a first in Sri Lanka and is poised to attract the business person in search of the ideal destination that combines both work and leisure. The café would have on offer mouth-watering snack menus containing savouries, fresh sandwiches, bakery items accompanied by refreshing cold beverages and varieties of coffee, tea, cakes (whole or wedges) hand-made chocolates with sugar free options, catered by Hilton Colombo

University of Moratuwa General Convocation 2008 on M3 Live

The event was marked in the history books by being the first ever live Mobicast of University convocation in Sri Lanka.

Mobitel Junior

Mobitel Junior is for the children to feed their natural curiosity. It offers world of general knowledge, songs, stories, jokes, dramas, news, science facts and the latest in cool gadgets by dialing 333.

M Fax

M Fax is for send and receives faxes via mobile phone. Mobitel introducing M Fax for the first time in Sri Lanka.

JNW News Service

Mobitel recently entered into an agreement with JNW News to provide Mobitel subscribers with instant and up-to-date local news via SMS, with the aim of revolutionizing information delivery.

Opera Mini

Opera Software, the leading provider of Web browsing solutions. Mobitel has chosen to distribute Opera Mini to its client base of over one million subscribers.
Smart Bonus
By semi annual smart draw the company aims to reward and enhance the value for their Pre Paid customers, providing them with special offers as well as giving them the opportunity to be eligible to win 3G capable phones.
IDD Promotion

This festive season all 5th, 10th, 15th and 20th minutes on all outgoing IDD calls are free.

Upahara

In a trail blazing innovation, Sri Lanka Telecom Mobitel in collaboration with the University of Colombo has introduced a method of education utilizing advanced technology to Sri Lanka. "M-Learning"is set to revolutionize the whole experience of education.

Vital to any nation's economic development is the education of its young people. Evolving mobile technology, especially with Mobitel moving into the 3G network spectrum, can now address the drawbacks associated with traditional classroom interaction in formal education, through Mobile Learning (or M-Learning). By M-Learning is meant the teaching and learning through the use of mobile and hand-held devices such as mobile phones, Personal Digital Assistants (PDA), laptops and tablet PC's. It will also make education more accessible and flexible to a far larger audience.

Smart Recharge Cards

Smart recharge cards are available in a range of denominations such as Rs.20, 100, 350, 500, 1000 to suit customer’s requirements.

Smart Reload

Customer can also recharge their smart account via sms with as little as Rs 20 by simply visiting their closest smart dealer.

Smart Share

By using smart share any customer can share their credits with another smart customer.

Smart Bonus

When the customer have been with smart for one year they get a ten percent discount on all smart 5 calls (voice\video) including special rates on the night time surprise especially in sms, video sms and mms charges. When the customer have been with smart for two year they get a twenty percent discount on all smart 5 calls (voice\video) including special rates on the night time surprise especially in sms, video sms and mms charges. In addition to that every customer receives bonus based on their usage.


Social Investments

Education in Sri Lanka enters Cyberspace

In a trail blazing innovation, Sri Lanka Telecom Mobitel in collaboration with the University of Colombo has introduced a method of education utilizing advanced technology to Sri Lanka. "M-Learning" is set to revolutionize the whole experience of education.

Vital to any nation's economic development is the education of its young people. Evolving mobile technology, especially with Mobitel moving into the 3G network spectrum, can now address the drawbacks associated with traditional classroom interaction in formal education, through Mobile Learning (or M-Learning). By M-Learning is meant the teaching and learning through the use of mobile and hand-held devices such as mobile phones, Personal Digital Assistants (PDA), laptops and tablet PC's. It will also make education more accessible and flexible to a far larger audience.

Donations to Cancer Society of Sri Lanka
Used Laser printer toner cartridges are sold for recycling and the proceeds donated to the Cancer Society of Sri Lanka by R&G Capital (Pvt) Ltd. on behalf of Mobitel.

With this Mobitel hopes to
1.Help in the recycling process and contribute to saving our environment.
2. Contribute to a deserving Charity

Mobitel Sri Lanka Travel Guide

Mobitel as the National Mobile Service Provider aims to assist tourism and the supporting tourist guides in imparting invaluable information to the heritage seeking tourist. The main focus of this publication is to make useful information available to people who wish to travel around Sri Lanka, with special attention paid to heritage-seeking tourists visiting the country. Its primary purpose is to give Sri Lanka much needed exposure, by promoting the tourism industry and helping enhance the country’s image in the international arena. The Mobitel Sri Lanka Travel Guide is a high quality, informative booklet that can be carried conveniently while travelling. It contains important information ranging from significant locations in Sri Lanka, to emergency telephone numbers, and other product/service related information. From hotels/restaurants to shopping and well-being, travelers will have access to all such information, which is exclusively hand picked to provide them with the facts that are considered essential in each category. In addition to this information, a unique feature of this booklet is that it contains an extensively detailed map of Sri Lanka, with even outlines of roads considered to be off-the-beaten-track, which will be very useful for travelers as well as their guides.

5. PEOPLE

Anyone who comes in to contact with your customers will make an impression and that can have a profound effect, positive or negative on customer satisfaction. The reputation of your brand rest’s in peoples hands. They must therefore be appropriately trained well motivated and have the right attitude.

Mobitel has developed the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities. It’s amazing, for them, their ability to select, recruit, hire and retain the proper people,
with the skills and abilities to do the job they need to have done, is more important than everything else put together.

Mobitel has almost doubled their subscriber to employee indicator as well as they have grown their revenue to employee by about 50 percent over the past 12 months.



Board of Directors

Chief Executive Officer –Mr.Suren Amarasekara

Chairperson - Mrs. Leisha De Silva Chandrasena

Employment Policy

As an Equal Opportunity Employer, we are committed to providing non-discrimination and equal opportunities to all our employees. Mobitel employees must not discriminate against any person on the basis of race, color, religion, gender, age, marital status, sexual preference, disability or any other attribute. Our policy will not tolerate harassment of any person on any basis. This constitutes and therefore requires avoiding sexual advances or comments; sexual, racial or religious 'jokes' or slurs or any other conduct in the workplace that can be construed as intimidating or offensive.

Training and Development


Mobitel actively encourages its staff to take ownership of the process of planning one’s career development: Their management will provide career counseling and general advice during the formal performance appraisal process and during other feedback sessions to help you to manage their career

Mobitel is to train and develop employees at all levels so that they give of the best to the company, thus contributing towards its growth and enhancing their own development. Development is seen as a joint responsibility between the employee being developed and the manager concerned.

The HR division will identify and organize or nominate employees to attend training and development programmes as and when required, on the recommendation of the line manager/supervisor.

Mobitel employees have the right skills, positive and friendly attitudes and a passion to serve their valued Customers.

Working Environment

Sri Lanka Telecom Mobitel which consistently sets standards of service considered to be the benchmark in the telecommunication industry is keen to get the best people on board

Communication with Staff
Mobitel’s first name basis and open door culture ensures that all employees can provide feedback to any one in the our senior management teams.

Confidentiality
During and after employment with mobitel, staff are advised to observe and maintain confidentiality in respect of all transactions of the company and our customers and information related to them. Further details are disclosed in the employment agreement and non-disclosure agreement on commencement of their employment.

Dress Code
Mobitel’s minimum standard of an acceptable dress code is as follows:
Monday-Thursday: Smart, suitable for a professional business environment.
Fridays: Casual, however advised to maintain a decent standard in casual clothes and foot wear.

Personal Conduct:
Employees are expected to deal fairly and honestly with the customers, each other and business suppliers and competitors.
  • Handling all customer contacts with professionalism and courtesy
  • Reporting to work as scheduled, keeping absences and expenses to a minimum and when absence is necessary, promptly notifying the appropriate person in one's division of the reason
  • Having a sense of personal responsibility
Emergency Medical Care
Mobitel possess trained and competent staff to administer first aid assistance in any emergency.

Mobitel Club
The social and recreational events for staff are organized by the Mobitel Club. All Mobitel staff automatically become members of the Mobitel Club upon commencement of employment. The Mobitel Club is run by an elected committee of staff members.

Learning Centre


All Mobitel employees have access to the company library. It contains a variety of magazines, books and CDs. Employees should ensure that any material borrowed should be carefully used and returned in good condition.

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5. PROCESS

The process of giving a service and the behavior of those who deliver are crucial to customer satisfaction. Issues such have waiting times, the information given to customers and the helpfulness of staff are all vital to keep customers happy.

The network offers a variety of services and currently operates a GSM, GPRS, EDGE, UMTS, HSPA network. The operator launches 3.5G services. Sri Lanka Telecom Mobitel is 1st 3.5 G operator in Sri Lanka & South Asia. Mobitel is currently Operate 3.5G HSDPA network. It Cover most of the Cities and Main roads in Sri Lanka. Mobitel offers both prepaid and post paid services and is one with the lowest call charges.

Mobitel Agencies are fully automated systems and processes to facilitate 100% error free logistics and commercial systems and transactions. In their agencies they have dedicated team to handle the client. They provide total focus and involvement in the client’s business.Mobitel operators should make more efforts on thinking out of the box, rather than focusing on technology. They will have to be innovative. Their rural strategy was totally based on this philosophy

Our values are simple, yet comprehensive. They are a broad set of qualities practiced by each, at Mobitel, as we work towards our ultimate objective of building a values-based service and making our vision to lead, a reality.
  • Integrity
  • Innovation
  • Dynamism
  • Accountability
  • Passion
  • Professionalism

Mobitel always tries to give the facilities of new technology by collaboration with other companies. Nokia Seimens Networks has been selected by Sri Lanka Telecom Mobitel to deploy its push e-mail solution for enterprise customers. This service enables Mobitel subscribers to check e-mails and other applications on the go on a wide range of mobile devices, enhancing mobile connectivity for enterprises.

Introduced in Sri Lanka for the first time, Nokia Seimens Networks will deploy Nokia Intellisync Wireless e-mail solution as an easy-to-use, secure, real time access to e-mail for Mobitel. The solution enables quick and easy access to e-mails while on the move, with e-mails delivered wirelessly in real time. Installation and maintenance of the e-mail solution are designed to be as simple and straightforward as possible, offering a low total cost of ownership.

The implementation of the Nokia Intellisync package will allow Mobitel to strengthen its support to its corporate customers. The offering of the new 'office in your phone' functionality to its existing corporate clientele, while positioning the push email offering to a wider customer base, will help Mobitel with a customer base exceeding 1 million, will enhance its overall position as a leading mobile services operator in Sri Lanka.
Nokia Intellisync Wireless E-mail is part of the Nokia Intellisync Mobile Suite that provides access to powerful collaboration tools such as email, contacts, calendar, device management and synchronization of file and data and enterprise applications. Nokia Intellisync Wireless Email works on multiple groupware environments. ISP, Microsoft Exchange, Lotus Notes or GroupWise, and can run virtually any kind of device platform, Symbian, Windows or Pocket PC.
Offering unmatched multi device support, Nokia Intellisync Mobile Suite is a leading "white label" or private label wireless email and PIM solution, with 40 operator wins in the past 18 months. Nokia has sold 3.6 million Nokia’s Intellisync Mobitel Suite user licenses to date.


Mobitel has lot of customer support services.Mobitel has an online customer satisfaction survey.Mobitel help these survey to give best service for customer. As a leading company, they at Mobitel are constantly taking initiatives to offer the best in class services that seek to enhance customer experience.Mobitel web site,Mobitel customers able to troubleshoot connectivity related issues themselves but also avail updated billing information make their customers more convenience.
Mobitel always trying to give a quality quick service by reducing both the time consuming and manual steps involved in solving problems, leading to increased first call resolution, decreased call handling times, and decreased field visits. Mobitel's innovative line of services to provide
its customers with convenience and peace of mind, while providing Mobitel with measurable benefits to the bottom line.

7. PHYSICAL EVIDENCE

A Service can’t be experienced before it is delivered. This means that choosing to use a service can be perceived as a risky business because you are buying something intangible. This uncertainty can be reduced by helping potential customers to see what they are buying.

In this way the physical environment plays an important role in shaping the service experience and delivering the customer satisacfaction. So, Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service.

Mobitel Company is continuing on its strategy which is positioned around ‘value innovation’ and ‘customer centricity’. Mobitel has a very strong brand image, with visibility at strategic locations.
Mobitel has shown their competitive position over the years in terms of formidable distribution, product suit and brand. The features and benefits built into the Innovative packages that they offer are all designed carefully with customer's best interest at heart, because as their slogan goes "We Care Always".

Mobitel introduce their Flagship centre at Mobitel Headquarters was reopened to public after an extensive facelift providing customers with a brand new look and feel, to take them to a realm of truly 3rd generation mobile experience. This follows the launch of M3, their super-3.5G services. With this, Mobitel records yet another first; establishing an Experience Center environment to showcase the highlights of HSPA technology for the first time in South Asia.

The new store outlook is no different from a futuristic luxury hotel lobby. Friendly customer care staff will always be there to open the door and usher customers in. In accordance with “fast resolution concept” customers will no longer have to go through the hassle of waiting in queues for petty matters, the information desk will be more than happy to resolve those matters then and there. The new store layout will encourage the customers to roam around and self serve a catchy ring tone, explore the latest technologies in Mobile communication and take a closer look at mobile phone models at very interactive DIY counters and Kiosks.

The “Experience Centre” takes the pride of place at Mobitel Flagship centre. Its luxury ambience promotes the guests to experience whilst competent and technically au fait staff will make customers literally feel what Mobitel really mean by ‘lightening speed’. Likewise push mail, MobileTV, video call and all other ‘super-3.5G’ M3 services will be demonstrated to customers on their request. Catchy high quality video clips of latest mobile products and services will also be shown on large displays at Experience Centres
Located next to Experience Centres will be the vibrant stalls of Mobitel’s eco-partners, HTC, LG, Motorola, Nokia, Samsung and SonyEricsson who will be displaying an array of mobile devices to choose from the elegant 3G mobile phones to economical GSM phones at highly competitive prices found in town..

Be it a new connection, a phone setting or even a bill payment, once a customer is ushered to a counter, his or her need will be promptly attended by a Mobitel staff member who would literally demonstrate the “always care” attitude while the customer can sink into an easy chair enjoying a cup of hot coffee.

The specially designed lounge area will be dedicated for Mobitel’s most loyal customers. Business customers and Corporate customers will be served in this business class enclosure where they will have access to competent customer service consultants who will work with customer solutions engineers, who will design customized solutions for corporate specific needs.

Mobitel unveiled its second Experience Centre located at Excel World. This showcases a similar setup to what can be experienced in the Flagship centre but, with a more youthful and energetic ambience to suit the fun loving audience of Excel World. Joint promotions with Bowling Alley and other stores of the gaming arcade, are also to be held in due course.

Awards and Recognition

· Voice and Data SAARC Innovation Award 2006

· Voice and Data SAARC Innovation Award 2008

· Best TV Commercial (1st Place & 3rd Place)

· Excellence in Engineering Award



CONCLUTION

With investments totaling over US$300 million and having reached in excess of 2 million subscribers to date, Sri Lanka Telecom Mobitel is set to expand its super 3.5G and GSM coverage, eventually reaching a total of over 2000 base stations with its next phase of expansion.

Sri Lanka Telecom Mobitel, the National Mobile Services Provider announced its decision to invest in mobile communications infrastructure for its next phase of expansion. With this, the company aims to enhance its 3G services to cater to the more sophisticated needs of the subscribers, which goes far beyond voice communication and include features such as, video calling, video streaming, mobile TV, music streaming and high speed internet. Therefore, this phase will mainly focus on introducing the latest in wireless data transfer technology, as well as in extending the coverage to remote areas, and beefing up the capacities in existing sites.




















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