Strategy used in dialog broadband

Strategy use in dialog widebandStrategy utilise in dialog broadbandExecutive Summary negotiation Telekom root is the masterminding telecommunication aid supplier in Sri Lanka. Their important mark is to be the best and the jumbost restless telecommunication provider in Sri Lanka. dialogue Telekom was established in 1995. This social club is one of the largest listed companies in Colombo hackneyed ex re trend and its a subsidiary of Axiata Group Berhad.To be the lead-in telecommunication provider in Sri Lanka its non easy. They provide their clients with a unspecific shake off of work like talks TV, duologue CDMA, negotiation broadband and dialog bustling connection. Specially involve in a matched industry.As for they various fictional characters of inspection and repairs provided by, talks Telecom, they operate as a recognise division for dialog broad(a)band which is our ara of our investigate project. dialog broadband goal is to provide their custo mers with the best w be in the foodstuff enthrone at a low cost, but non the least cost at a mellow service rate.Currently they have proudly contactd this by making sure that they provided their customers with the best service. At this rate it operator to a greater extent(prenominal) than customers is equal to more association profit. dialog Broadband expands their go into a wider range. Broadband lucre, WiMax engine room, WIFI engine room and the measureless ready broadband.They tar buy offed the 500,000(approximately) 3g users in the country, dividing the grocery store into two sections, Student and the prevalent mass. Accordingly fixing separate outlay ranges to the appropriate segment, and a wide range of connection packages to them, and installed the Unlimited spry broadband connection to them.In this notify i lead be discussing how to promote the Unlimited mobile broadband connection in the free-enterprise(a) market with the use of strategic management. IntroductionPurpose of ReportThe determination of this report is to fulfill the leasements to complete the BIS3324 module.Topic and corporation chosen for the researchThe comp whatsoever I have selected for the research project was talks Broadband, and the exit I have chosen is The use of strategic management for promoting dialog liquid Broadband connectivity in the combative market.Introduction to negotiation Broadband.Dialog Broadband is a Strategic call up line litigate unit of the Dialog Telecom Group, providing fixed telephony solutions, selective schooling networks, and broadband lucre and insurance reporting solutions. Dialog Broadband major harvestings such(prenominal) as Broadband internet, WiMax engine room, radio receiver local ara network engine room and the Unlimited mobile broadband. Broadband internetDialog Broadband draws on its far reaching infrastructure to bring the meshwork coordinate to a users home or office. Wimax technologyThis world-cl ass technology enables scalable, carrier-class solutions to condescend mebibytes of users with a single lascivious station, while providing differentiated service levels. WiMax is fasting becoming the standard for the cooking of broadband solutions worldwide. WiFi technologyWi-Fi allows your business to deploy a network quickly, at lower cost, and with expectant flexibility than a wired system. Productivity increases since workers can watch machine-accessible longer, and be 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 laid-back Speed caboodle Access. This technology literally brings gritty- despatch footing of admission to users on the go.To access the world of streaming video, music, transfers, freshborns and communication, only when pull 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 boat Access. This technology literally brings high- zipper access to users on the go.To access the world of streaming video, music, d declareloads, b take chanceslys and communication, simply get on the HSPA network. All you need is an HSPA modem and a data connection.Dialog offers Unlimited Mobile Broadband for a periodical rental of bonnie Rs. 2,990/-. grade up for 6 months and be eligible to bribe an E220 HSPA modem for Rs 5490/-.Monthly angle entitles customer to broadband usage of unlimited duration and unlimited data intensity level (download/upload) however subject to a Fair Usage policy (FUP) whereby download/upload speeds would be reduced relative to their maximum levels by-line monthly usage exceeding 5GB. The FUP is designed to ensure that the service authorized by the vast majority of our customers is not negatively impact ed because of passing heavy usage by a real small nonage 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 streaming video, music, downloads, sores and communication, simply get on the HSPA network. All you need is an HSPA modem and a data connection.phylogenesis2g (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 pass on not get any connectivity, but the user forget 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 always-on, higher capacity, Internet-based contentEnhanced info Rates for GS M Evolution (EDGE) is an extension 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 accessMobile Messaging is evolving beyond SMS text messaging with the introduction of MMS (Mul prison termdia Messaging Service) on the spur of the moment 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. one time usage passes ahead of 5GB, the persona of service will be downgraded to download a speed of 384kbps and upload a speed of 64kbps and will get over 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 spreading , Ansoffs ground substancePrice comparison between Dialog and Mobitel.Strategies employ in Dialog Broadband to promote the productStrategy Rogers dissemination influenceRogers Diffusion is defined as the communication process by which a new stem or new product is accredited by the market, while the rate of diffusion is defined as the speed that the new idea spreads from one consumer to the next. Adoption, which is similar to diffusion, also deals with the psychological decision making processes of the case-by-case, rather than those of an aggregate market.Rogers showed that a diffusion process in a complaisant system follows an S- pervert in which the sufferance of a technology begins with slow change, is followed by rapid change and ends in slow change as the product matures or new technologies emerge. He also held that multitude adopt new technological innovations at different times and at different rates. He then 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 pose of market activities at the appropriate time.This process tracked through the diffusion curve is a decision-making process where an item-by-item passes from the initial knowledge of an innovation to forming an attitude toward the innovation, to a decision to stick out or reject it, then it implements the use of the new idea, and finally to proof of this decision.The increasing number of adopters follows the above mentioned S-shaped curve. The number of newly converted adopters plan as a frequency histogram a fixst 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 build the model actionable, Rogers introduced innovativeness the degree to which an individual(a) is relativel y earlier in adopting new ideas than other members in a social system.Rogers Distinguished Adopters1. INNOVATORSInnovator early 2.5% of adopters are brave and educated. They have several sources of information and show greater break awayency to take lucks. They will be thankful for technology for its own sake and are motivated by the idea of creation a change agent in their reference group, they are automatic to put up initial problems that may ac caller-up new products or services and are willing to make shift 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 to accept and use new technology to achieve an innovative breakthrough that will achieve agonistic wages in their industries. They are attracted by high-risk, high-reward projects and are not that expensive because they imagine great promotes in competitive advantage from adopting a new technology. They unremarkably gather up personalized solutions and quick-response, highly qualified sales and support.3. EARLY MAJORITY by and by Early adopter the next is 34% of adopters are formed by the Early Majority. They are deliberate and have many informal social contacts. Slightly looking for revolutionary changes to gain productiveness enhancements in their firms and they are motivated by evolutionary changes. They have three principles in adopting of new technology they areWhen it is time to move, lets move all together This fashion 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 corresponding one This means which firm will flex the market leader. at a time the transmutation starts, the earlier we get it over with, the give out This shows why the transition stage occurs rapidly.4. LATE MAJORITYThen 34% of adopters are the posth umous Majority. They are doubtful, traditional and low socio-economic status. They are aware of wrong and require completely preassembled, bulletproof solutions. They are encouraged to buy technology just to stay even with the competition and often rely on a single, trusted adviser to process them make gumption 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 get a line that technology can enhance productivity and are likely to block new technology purchases.Rogers model has found wide appeal and application such as merchandise and management science. The nigh important aspect about(predicate) this model is the Bass Diffusion regulate where new innovations are created by the interaction of on-going and potential users is describe mathematically.Rogers diffusion Curve with the Dialog Product (HSPA)Talking about Rogers Diffusion curve with the dialog product, at the early stage in the first place the product inflammation, Dialog selected the Colombo Metropolitan area as their main posterior 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 identified buns 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 shift solutions to such limitations.The next move along the curve will be towards the Early Adopters stage, which defines the product abject 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 Dialo g Broadband is standing now. It is in a much more competitive position than their competitions. This stage the company is offering their customers attractive rewards and very bare-ass prices to gain competitive advantage. They look at the solutions to overcome the problems so that they practise face any difficulties in the future. They will even have better selling outline such as improved customer services, determine and high dollar volume.As for time to come Dialog Broadband will encounter the stage Early Majority , when they move their sales to the outskirts of Colombo, masses 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 commonalty amongst the stack.Dialog Broadband will have to keep improving the product to rest 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-Market outgrowth 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 organizations to know what sort of actions should be interpreted to their business in the present or future markets. There are tetrad 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 thither are so many ways such as by gaining competitors 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 make known or do promotions about your product or services. When a company is growing understanding 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 marketIncrease usage by existing customersMaintain and increase the share of the current market restructure of growing up competitors and send them out.* Product discipline (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, bifurcate 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 come upon business development strategy for a company to stay competitive in the market.* Market development (new m arkets, existing products) A recognized product in the market can be changed or targeted to a different type of customers, as a strategy to lay down more income for the organization. A very good example is, in the inception Lucozade marketed for sick children and then rebranded to target the people who are involved in sports as 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 quantity in the present product or service and market. Therefore higher risk will be involved in produ ct 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 from the other three.While the latter are usually followed with the alike 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 some invariably leads to physical and organizational changes in the structure of the business which introduce 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 honor although it does always offer a useful 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 dev ice, 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 run 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 giving more facilities to their target sector of customer. Setting more fair(a) price agree to the catered segment.In order to argue 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 strategy.How arguing is doneCompanys Environment is back up 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 reinforced 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. callable to this significant investment in its base stations, Dialog Telekom provides the widest cellular coverage i n the country. The company boasts 6 switching centers and 625 base stations practical application 85% of all habited areas in the island. The Companys subscribed base study 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 guest shareMarket CompetitionIncreasing Market Share fix Competition1. Captured Customer ShareDialog GSM for the past decade has been valuing the customers as the King. Dialog also swell known for showing Customer triumph 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 friendship 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 produc t to them.3. Increasing Market ShareIt is anticipate 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 customers 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 th e 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 outride 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 match 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 sight 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 ser vice 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 mobitel. They are providing the same service as Dialog. But when considering the prices of both 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 tough 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 genuinely 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 modem 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 p ackages 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 rule which the organizations use to know what are the dexterity, Weakness, Opportunity and Threats involved in the business. Strength and Weakness are organizations internal issues. Opportunity and Threats are organization international issues.SWOT Analysis of DialogStrengthFirst GSM service provider in Sri LankaWide product rangeSkilled and dedicated oversight teamIsland wide network coverageStrong customer base and public relationsCooperate business knowledge is high logical price rageWeaknessFront office employee turnover is highComparing with competitors price should be improvedConfusion and less want amongst the employeesLess towers to get proper coverageOpportunityReduce the price of the fixed linesUsing advanced technologyIntroducing more value added services (VAS)Introducing new package s 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 research 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 interviewv StrategiesRogers Diffusion CurveAnsoffs modelResearch MethodsQuestionersI contacted Mr. Ravi Sivasithamparam the Head of corporate Service of Dialog Broadband on an informal conversation via telephone to grasp an idea on the related topic. He was very low in explaining the Strategy used by the company, and how the product is marketed, the market segmentation, the marketing st rategy, 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 are provided that you are within the 3G coverage. 3G High Speed Internet is powered by HSPA-one of the a la mode(p) 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 fixture 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 sure 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 perceived 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 relate units that are engaged in joint problem solving to follow up a common goal. Mobitel also providing the same service, What