Strategy used in dialog broadband

Strategy used in dialogue widebandStrategy used in dialog broadbandExecutive Summarytalks Telekom group is the leading telecom assist settle upr in Sri Lanka. Their master(prenominal) goal is to be the best and the largest roving telecom allow forr in Sri Lanka. dialog Telekom was established in 1995. This attach to is virtuoso of the largest listed companies in capital of Sri Lanka stock exchange and its a subsidiary of Axiata congregation Berhad.To be the leading telecommunication provider in Sri Lanka its non easy. They provide their customers with a enormous drift of serve like duologue TV, Dialog CDMA, Dialog Broadband and Dialog Mobile connection. Specially involve in a competitive attention.As for they various types of assistants provided by, Dialog Telecom, they operate as a separate division for Dialog Broadband which is our argona of our research project. Dialog Broadband goal is to provide their customers with the best harvesting in the commercialise at a low cost, but not the least cost at a extravagantly service rate.Currently they shake up proudly achieved this by qualification sure that they provided their customers with the best service. At this rate it means much(prenominal) customers is equal to more company profit.Dialog Broadband expands their services into a wider range. Broadband internet, WiMax applied science, wireless fidelity applied science and the Unlimited mobile broadband.They tar prevailed the 500,000(approximately) 3g users in the artless, dividing the foodstuff into two sections, Student and the General mass. Accordingly fixing separate terms ranges to the appropriate segment, and a wide range of connection packages to them, and launched the Unlimited mobile broadband connection to them.In this report i allow be discussing how to promote the Unlimited mobile broadband connection in the competitive foodstuff with the use of strategic focusing.IntroductionPurpose of ReportThe purpose of this rep ort is to fulfill the requirements to complete the BIS3324 module.Topic and company chosen for the researchThe company I puddle selected for the research project was Dialog Broadband, and the topic I have chosen is The use of strategic guidance for promoting Dialog Mobile Broadband connectivity in the competitive grocery store.Introduction to Dialog Broadband.Dialog Broadband is a Strategic business process unit of the Dialog Telecom Group, providing fixed telephony solutions, data networks, and broadband internet and coverage solutions. Dialog Broadband major products such as Broadband internet, WiMax technology, WiFi technology and the Unlimited mobile broadband. Broadband internetDialog Broadband draws on its far reaching infrastructure to bring the Internet direct to a users nursing home or office. Wimax technologyThis world-class technology enables scalable, carrier-class solutions to support thousands of users with a single base station, while providing unalikeiated servi ce levels. WiMax is fast becoming the standard for the supply of broadband solutions worldwide. WiFi technologyWi-Fi allows your business to deploy a network quickly, at lower cost, and with greater flexibility than a wired system. Productivity increases since workers squeeze out propitiate connected longer, and are able to collaborate with their co-workers as and where needed Unlimited Mobile BroadbandDialog Mobile Broadband is Internet on your mobile its fast, and affordable. HSPA stands for High travel rapidly Packet Access. This technology literally brings high-speed access to users on the go.To access the world of streaming video, music, downloads, password and communication, simply adopt on the HSPA network. All you need is an HSPA modem and a data connection. Description of Unlimited Mobile BroadbandDialog Mobile Broadband is Internet on your mobile its fast, and affordable. HSPA stands for High Speed Packet Access. This technology literally brings high-speed access to users on the go.To access the world of streaming video, music, downloads, mods and communication, simply nominate on the HSPA network. All you need is an HSPA modem and a data connection.Dialog offers Unlimited Mobile Broadband for a monthly letting of just Rs. 2,990/-. Sign up for 6 months and be eligible to purchase an E220 HSPA modem for Rs 5490/-.Monthly fee entitles customer to broadband habit of unlimited duration and unlimited data volume (download/upload) however overmaster to a Fair Usage Policy (FUP) whereby download/upload speeds would be cut back relative to their maximum levels following monthly practice exceeding 5GB. The FUP is intentional to ensure that the service received by the vast majority of our customers is not negatively impacted because of extremely heavy usage by a very small minority of customers.TechnologyHSPA stands for High Speed Packet Access. This technology literally brings high-speed access to users on the go.To access the world of strea ming video, music, downloads, in the raws and communication, simply get on the HSPA network. All you need is an HSPA modem and a data connection.Evolution2g (sms) GPRS Edge 3g HSPAThe evolution defines the connection level provided to the user, this depends on the number of users connected to a particular tower in a given area. The more the users connect to the tower, it shrinks the connection speed, but it does mean the customer will not get any connectivity, but the user will get a connection of a GPRS speed.3G the Third Generation of wireless communication technology that allows you to enjoy a more seamless and magicalGeneral Packet Radio Service (GPRS) enabled networks offer everlastingly-on, higher capacity, Internet-based contentEnhanced Data Rates for GSM Evolution (EDGE) is an continuation to GPRS, EDGE allows faster data speeds alter fasterWireless Application Protocol (WAP) is a world wide standard in the mobile telecommunication industry that lets you accessMobil e Messaging is evolving beyond SMS text messaging with the introduction of MMS (Mul durationdia Messaging Service)Short Message Service available on digital GSM networks allowing text messages of up to 160 charactersUser policy and Product ServiceThe customer will experience 7.2Mbps download and 2Mbps Upload speed up to usage of 5GB. Once usage passes ahead of 5GB, the quality of service will be downgraded to download a speed of 384kbps and upload a speed of 64kbps and will insure for the next 1GB usage.Beyond 6GB the quality of service will be downgraded to download a speed of 64kbps and upload a speed of 16kbps.Online ResearchI have found the details from Dialog official website.Sales reportProduct descriptionWhat are the strategies they are using?Strategy information Rogers Diffusion , Ansoffs ground substancePrice comparison between Dialog and Mobitel.Strategies used in Dialog Broadband to promote the productStrategy Rogers Diffusion CurveRogers Diffusion is delimitate as t he communication process by which a red-hot root or hot product is accepted by the grocery store, while the rate of dispersion is defined as the speed that the new idea spreads from one consumer to the next. Adoption, which is similar to dissemination, also deals with the psychological decision making processes of the individual, rather than those of an aggregate market.Rogers memorialiseed that a diffusion process in a social system follows an S-Curve in which the adoption of a technology begins with indisposed change, is followed by rapid change and ends in slow change as the product matures or new technologies emerge. He also held that passel adopt new technological innovations at different fourth dimensions and at different rates. He ancient used the varying rates of adoption to distinguish different phases in the diffusion process allowing practitioners to assess such things as the life of a new product or service and the application of the correct set of marketing a ctivities at the appropriate time.This process tracked finished the diffusion tailor is a decision-making process where an individual passes from the initial knowledge of an innovation to forming an attitude toward the innovation, to a decision to accept or reject it, thus it implements the use of the new idea, and finally to confirmation of this decision.The increasing number of adopters follows the above mentioned S-shaped curve. The number of newly converted adopters p pickleted as a frequency histogram a incrementst time follows a bell-shaped Gaussian curve where the number of new adopters rises until halfway the S-curve after which their numbers decrease, To puddle the model actionable, Rogers introduced innovativeness the degree to which an individual is relatively originally in adopting new ideas than other members in a social system.Rogers Distinguished Adopters1. INNOVATORSInnovator first 2.5% of adopters are brave and educated. They have several sources of informatio n and show greater tendency to take risks. They will be thankful for technology for its own sake and are motivated by the idea of being a change agent in their reference group, they are will to accept initial problems that may accompany new products or services and are willing to start trade solutions to such problems.2. EARLY ADOPTERSThe next 13.5% of adopters are Early Adopters. They are the social leaders, popular and educated. They are the visionaries in their market and are looking at to accept and use new technology to achieve an innovative demolishthrough that will achieve competitive advantage in their industries. They are attracted by high-risk, high-reward projects and are not that expensive because they imagine great gains in competitive advantage from adopting a new technology. They usually demand personalized solutions and quick-response, highly qualified sales and support.3. EARLY MAJORITYAfter Early adopter the next is 34% of adopters are formed by the Early Majo rity. They are deliberate and have many another(prenominal) informal social contacts. Slightly looking for revolutionary changes to gain productivity recruitments in their firms and they are motivated by evolutionary changes. They have common chord principles in adopting of new technology they areWhen it is time to move, lets move all together This means when adoption increases so rapidly in the diffusion process and causes a landslide in demand.When we pick a vendor it will lead us to the new model, let us all pick the same one This means which firm will convey the market leader.Once the transition starts, the earlier we get it over with, the better This shows why the transition stage occurs rapidly.4. deeply MAJORITYThen 34% of adopters are the Late Majority. They are doubtful, traditional and low socio-economic status. They are aware of price and require completely preassembled, bulletproof solutions. They are encouraged to buy technology just to stay even with the dispu tation and often rely on a single, trusted adviser to help them make sense of technology.5. LAGGARDSFinally the 16% of the adopters consist of Laggards. Laggards are technology doubters who want only to maintain the status. They tend not to consider that technology can enhance productivity and are likely to block new technology purchases.Rogers model has found wide appeal and application such as marketing and management science. The most important aspect rough this model is the Bass Diffusion Model where new innovations are created by the interaction of genuine and potential users is draw mathematically.Rogers diffusion Curve with the Dialog Product (HSPA)Talking about Rogers Diffusion curve with the dialog product, at the early stage before the product release, Dialog selected the Colombo Metropolitan area as their main send for the product launch, with the help of their Informations systems they were able to identify Five hundred thousand Dialog 3g users in this area.This iden tified target consists of two major segments The General Mass and the University Students. Referring to figure 1.0 shows the state of this process. This selected set of two is guaranteed to take the risk of using the new technology, which defines the Innovators curve in the diagram. Theses adopters are a portion of 2.5%. They are ready to face all the limitations that may accompany new products or services and to make coggle solutions to such limitations.The next move along the curve will be towards the Early Adopters stage, which defines the product moving is moving towards the society. The society at this stage will be willing to adopt the new technology this is the current position in which Dialog Broadband is standing now. It is in a oftentimes more competitive position than their rivalrys. This stage the company is offering their customers attractive rewards and very sensitive prices to gain competitive advantage. They look at the solutions to overcome the problems so that t hey wont face any difficulties in the future. They will even have better marketing strategy such as improved customer services, pricing and high turnover.As for time to come Dialog Broadband will encounter the stage Early Majority , when they move their sales to the outskirts of Colombo, people will have a evolutionary change with the enhancements in productivity and Technology.Figure 2.0 shows the state when the product is spread through society, the early adopters selects the technology first, followed by the majority, until a technology or innovation is common amongst the people.Dialog Broadband will have to keep improving the product to remain in the S-Curve. If not they will shift to the Late Majority stage, where the people with less social status who are price concerned, they buy the product only when its cheap.And finally going into the LAGGARDS stage, which be when people will be using the HSPA just to maintain their status quo.Strategy Ansoffs MatrixThe Ansoff Product- g rocery Growth Matrix is a marketing tool which helps the business to make a decision and to work on their product and market stratigy. This will help the marketers to improve and will help the make-ups to know what sort of actions should be interpreted to their business in the present or future markets. There are four types of strategies in this matrix. They are* Market penetration (existing markets, existing products) This takes place when a company enters a market with current products. To achieve this there are so many ways such as by gaining challengers customers, attracting the customers who are not using your product or service, informing the current customers to use more of your product or service and you can advertise or do promotions about your product or services. When a company is growing belowstanding the market is the low risk which is involved in that. There are four objectives market presentation should be looked in to. They are,Secure area and expansion marketIncr ease usage by existing customersMaintain and increase the share of the current marketRestructure of growing up rivals and send them out.* Product development (existing markets, new products) This means when a organization introduces its new product into present market. For example, KFC is always within the fast-food industry, but very often it markets new products such as Twister, Double down chicken sandwich. When a firm introduces new products into the market, it can gain new customers for these products. Therefore new product development can be a primordial business development strategy for a company to stay competitive in the market.* Market development (new markets, existing products) A recognized product in the market can be changed or targeted to a different type of customers, as a strategy to earn more income for the organization. A very good example is, in the beginning Lucozade marketed for sick children and then rebranded to target the people who are involved in sports a s energy drink.* Diversification (new markets, new products) Diversification is an organization which introduces new product in a new market. For example, Virgin Group which is in UK introduced Virgin Cola, Virgin Megastores, Virgin Airlines, and Virgin Telecommunications, to leverage the Virgin brand. This company entered new market which was not in the market previously. This strategy is a risk for the company because it is entering the market which doesnt have any experience.The matrix show, when the risk increases more the strategy goes up from the known criterion in the present product or service and market. Therefore higher risk will be involved in product development and new market other than present and future product and market. In his original work, Ansoff didnt use the matrix form, Igor Ansoff said that the diversification (future product and future market) strategy was apart(predicate) from the other three.While the latter are usually followed with the same technical, financial, and merchandising resources which are used for the original product line, diversification usually requires new skills, new techniques, and new facilities. As a result it almost invariably leads to physical and organizational changes in the structure of the business which represent a distinct break with past business experience.For this reason, most marketing activity revolves around penetration and the Ansoff Matrix, despite its fame, is usually of limited value although it does always offer a helpful reminder of the options which are open.Ansoffs Matrix with the Dialog productWhen talking about the product Dialog broadband released 2 months ago, the HSPA device, it is the second product to enter into the market of wireless internet connection. First to launch was their main competitor Mobitel with a similar type of product. Dialog broadband waited eight months after their competitor launched the product to release their product.For a company like dialog that has a very high market for its current products, focused on their new product the HSPA, to bring home the bacon to the current market, they came up with the HSPA as new product into the market which was created by their competitor by improving the product itself in terms of technology with much more connectivity and broadband facilities to their customers.Whenever new products are released it tends to it can gain new customers for these products.This stage they entered into the market was the stage of Market development in the Ansoffs Matrix, they are competing with their rivals endowment more facilities to their target firmament of customer. Setting more reasonable price according to the catered segment.In order to compete with their competitors Dialog broadband must provide better pricing schemes, promotion offers, and target a specific group of customers.If a company needs to stay competitive in the competitive market it should use product development as their business development strate gy.How Competition is doneCompanys Environment is supported to market the Mobile HSPADialog Telekom has grown to become Sri Lankas flagship telecommunications company. Operating in an oligopolistic market (mobile telecommunications in Sri Lanka), the company operates Dialog GSM, the countrys largest mobile phone network. Dialog was the first to introduce the concept of GSM in to Sri Lanka and has thereafter fortify itself with technologies such as GPRS and 3G. Dialog has also managed to invest sufficiently into its network in order to grid a majority of the populated areas in Sri Lanka. imputable to this significant investment in its base stations, Dialog Telekom provides the widest cellular coverage in the country. The company boasts 6 switching centers and 625 base stations covering 85% of all habited areas in the island. The Companys subscribed base account for (approximately) 60% of the countrys mobile sector and 40% of total telecommunication subscribers.When you consider the environment, the Dialog has competition like any other company. Main competitor is Mobitel. Mobitel is providing the HSPA Broadband Connection but the price and the customer base of mobitel they cannot compete with dialogDialog takes a new step into the market, every time with a strategy that is very tactful. For the past 12 years Dialog has been leading the Sri Lankan Mobile Telecommunication market. Their main strategies are focused on,Captured Customer shareMarket CompetitionIncreasing Market ShareLocking Competition1. Captured Customer ShareDialog GSM for the past decade has been valuing the customers as the King. Dialog also well known for showing Customer Satisfaction has been banking on it. Dialog Sathkaraya a new banner under which Dialog markets on Customers Relationship. This is in keeping with their Vision thatTo lead in the provision of technology enabled connectivity touching multiple human sensors and faculties, through committed regard to customer driven, responsive and flexible business processes, and through the delivery of quality service and leading edge technology unparalleled by any other, spurred by an empowered set of dedicated individuals who are driven by an irrepressible desire to work as one towards a common goal in the truest sense of team spirit. (Dialog Telekom)2. Market CompetitionHaving 7million mobile users in the country, Dialog Telecom is maintaining a customer base of 4million users, and 500,000 3g uses in the country, with 50,000 in the Colombo Metropolitan. Their competitor contains 2million users and a small amount of 3g users, at this rate Dialog is having a heavy customer base which gives them an advantage when selling the product to them.3. Increasing Market ShareIt is expected that the Dialog will be in a position to sustain their market share which is about 60% of the countries mobile sector market. The Dialog has already brought in a substantial reduction in their rates and services with a view to attract more cust omers as their competitor launched it 8months before them. This strategy would definitely show tangible results towards expanding their market share.4. Locking CompetitionThe Dialog has been the leader in providing mobile telecommunication services in Sri Lanka, having a market share of 60%. So, the balance 40% is being shared by three operators namely, Mobitel, Tigo and Hutch. These three operators are not in a position to compete with Dialog for the simple reason that the Dialog has advanced very much technologically with a higher turnover and producing the services at a very low cost. So, competing with Dialog is not an easy task for these three competitors. But when Airtel comes into the market with attractive packages it is expected that Airtel might penetrate into the market and capture the market occupied by the three operators to a greater extend. But the Dialog will remain still competitive and will be able to sustain their position.Apita computer naha ConceptFew days after launching the product the company realized that they needed to cater its products furthermore its then when they came up with this idea of Apita computer naha, which caters the market of people who dont have computers.This concept contains a coupled offer of DELL laptop with the HPS device, this make a lot of sense when catering to that set of people. This was given out at the most reasonable price of Rs 83,000/-, on a monthly installment basis of Rs 6977/- with Windows prognosis or Rs 6477/- with Ubuntu.Dialog broadband main target in this marketing campaign was the university students and the users in the outer range of Colombo.Price warsDialog Telekom is the leading telecommunication service provider amoung other telecommunication service providers in Sri Lanka. Their main goal is to provide the service to the cheapest rate not the very cheapest but up to some extend with a quality of service.When considering the 3G wireless internet the main compititor for dialog telicom is mo bitel. They are providing the same service as Dialog. But when considering the prices of some(prenominal) service providers dialog gives away the service for the lowest rate.Eg Dilaog provide E220 HSPA modem only for Rs 5490/-. But mobitel provides the same devise for Rs 19500/-. So thers big price gap between both dialog and mobitel. For my concern customers will attarct towards dialog because of their cheapest rates and the best quality of the service. However dialog has become the market leader in the telecommunication industry because customers are really happy with their service. They treat their customers really well. They believe that the company will get profits only if they able satisfy their loyal exsisting customers as well as thire new customers.Below u can see the price rangers of both dialog and mobitel packages and devises.Dialog offers Unlimited Mobile Internet for a monthly rental of just Rs. 2,990/-. Sign up for 6 months and be eligible to purchase an E220 HSPA mo dem for Rs 5490/-.But this is for General usage. They have introduced a promotion for university students. That is for the monthly rental of Rs. 1500/- sign up for 6 months and be eligible to purchase an E220 HSPA modem for Rs 5400/-. For my concern its a very valuable deal.Monthly fee entitles customer to internet usage of unlimited duration and unlimited data volume (download/upload) however subject to a Fair Usage Policy (FUP) whereby download/upload speeds would be reduced relative to their maximum levels following monthly usage exceeding 5GB. The FUP is designed to ensure that the customers receive the best service because minimum customers usage is high.Mobitel has introduced wide range of packages as well a devises for wireless internet facility for users.Mobitel has introduced wide range of packages for wireless internet facility for users.SWOT AnalysisSWOT is a strategic method which the organizations use to know what are the Strength, Weakness, Opportunity and Threats invo lved in the business. Strength and Weakness are organizations internal issues. Opportunity and Threats are organization external issues.SWOT Analysis of DialogStrengthFirst GSM service provider in Sri LankaWide product rangeSkilled and dedicated centering teamIsland wide network coverageStrong customer base and public relationsCooperate business knowledge is highReasonable price rageWeaknessFront office employee turnover is highComparing with competitors price should be improvedConfusion and less motivation amongst the employeesLess towers to get proper coverageOpportunityReduce the price of the fixed linesUsing advanced technologyIntroducing more value added services (VAS)Introducing new packages and other services.Having more towers to get better signal or coverageThreatsCompetition amongst other GSM service providers in Sri Lanka.Terrorism in Sri LankaChanges in social, political, economic inside the countryChanges in technologyChanges in customers needsResearch MethodologiesA r esearch was done with the Head of Corporate of Dialog Broadband Mr. Ravi Sivasithamparam, to get an overall idea on the product, the Strategies used by the company to market the product and the key to gain competitive advantage.v Research methodsQuestionersInterviewsOnline researchIdentified strategies after the discoursev StrategiesRogers Diffusion CurveAnsoffs modelResearch MethodsQuestionersI contacted Mr. Ravi Sivasithamparam the Head of Corporate Service of Dialog Broadband on an informal conversation via prognosticate to grasp an idea on the related topic. He was very humble in explaining the Strategy used by the company, and how the product is marketed, the market segmentation, the marketing strategy, and services provided by them to the existing customers.Questioners What is Dialog 3G High Speed Internet?Dialog 3G High Speed Internet is a high speed data connectivity service which will enable you to download and upload large files at very high speeds no matter where you ar e provided that you are within the 3G coverage. 3G High Speed Internet is powered by HSPA-one of the latest evolutions in wireless data transfer technology What is HSPA?HSPA (High Speed Packet Access) combines the features of HSDPA (High-Speed Downlink Packet Access) and HSUPA (High Speed Uplink Packet Access) enabling you to access data at speeds up to 7.2 Mbps Downlink and up to 1.98 Mbps Uplink, on devices supporting HSPA. When talking about the competitive advantage what is the main advantage over your competitor?When talking about competition our main plus point is the price that we have set to our customers, we have located them into two sections, the General mass and the University students. We provide them with a different range of packages according to their budget, which our competitor has not come up with until now. How has IS helped your organization with launching the product?This has also played a key part when we were to launch the product, with the help of IS we were able to track the 500,000 3g users in the country. And 50,000 regular 3g users from the Colombo Metropolitan. This was the key reason we first target our product launch to the Colombo Metropolitan. IS has also helped us in setting the price for our users, according to their sector What are the startegies used in Dialog?Mainly the Rogers difussion Curve and the ansoff model.This is a new product to a current market. What is Rogers Diffusion Curve?Everett Rogers defines diffusion as the process by which an innovation is communicated through certain channels over time among the members of a social system. Rogers definition contains four elements that are present in the diffusion of innovation process.The four main elements areInnovation An idea, practices, or objects that is perceive as knew by an individual or other unit of adoption.Communication channels The means by which messages get from one individual to another.Time The three time factors are (A) Innovation-decision process (B) Relative time with which an innovation is adopted by an individual or group. (C) Innovations rate of adoption.Social system A set of interrelated units that are engaged in joint problem solving to accomplish a common goal. Mobitel also providing the same service, What