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Telecom operators widen value-added services

Abdullah Mamun
IN the last few years, mobile operators in Bangladesh have widened their value-added services (VAS). Mobile users can sign up for new services — from communication and entertainment to mobile wallets to financial services.
VAS helps operators go beyond typical voice services to earn more revenue. According to Grameenphone's annual report, 6 percent of the company's total revenue comes from the internet service.
In Bangladesh, value-added services were basically introduced by the short message service (SMS). But nowadays, VAS has spread and people can even get emergency help from the telecom operators. One can talk to doctors for help or to agriculturalists for advice on fanning.
About 90 percent of total internet use in the country is through the mobile network, according to government data.
Mobile content in Bangladesh has a market of Tk 600 crore at the moment, which contributes Tk 296 crore to the government in taxes.
The most common services that most operators give include SMS, MMS, mobile internet, missed call alert, call block, voice mail service, Hexiload services, and music and ring tone downloads. There are still more services that are unique to different operators.
Till now, the emergency health service by the mobile companies has been most beneficial to users. Users can get medical advice 24/7 from doctors by just dialling 789.
Tahmeed Azizul Huq, head of corporate communications of Grameenphone, said currently the operator has different types of VAS. Cell Bazaar and different music-related VAS are most popular. It is trying to provide better quality services for its customers.
When 3G will hit, it will increase more, especially when video services will be introduced.”
Ring tone and dial tone downloads are very popular but there are allegations that some companies do not pay artists for using their music. Third parties provide the tones for the operators.
Users now also have the option of backing up all their contacts on the operator's server. In case of losing their contacts, users can regain all the lost data.
Operators also provide breaking news alert from various news media too.
However, the mobile money transfer or mobile wallet has recently become of great interest to all. The telecom operators have joined hands with the banks to offer mobile banking services.
Last month in a programme, Bangladesh Bank Governor Dr Atiur Rahman said the central bank has given 12 banks the permission to go for mobile financial services. Among them, BRAC Bank Ltd, Dutch-Bangla Bank Ltd
(DBBL) and Mercantile Bank Ltd have started operations.
The mobile banking service is still in primary stages has not reached 1 lakh yet.
BRAC Bank and Robi also introduced the service. DBBL started its journey with Banglalink.
At the same time, the state-owned postal department is also working to introduce mobile payment services. The department has already introduced fast money order services using the mobile phone.
GRAMEENPHONE: The telecom leader of the country has attracted customers by introducing the 'Cell Bazar', which is an online market hotspot. The popular site is one of the most hit engines of the country.
Grameenphone has also introduced a vehicle tracking service through the GPS (global positioning systems) technology using the mobile network. The service allows vehicle owners to detect the location of their cars anytime.
It runs a service to help cultivators as well.
BANGLALINK: The operator has introduced a travel guide for travellers. Users can dial 707 to get tourism related information from any corner of the country. In addition, its Bibaholink service helps people choose life partners. The Probashi Kormi Seba service has been introduced for customers who want to get work abroad. They can get related information on the required docu-
ments, visa and training from the operator.
The Banglalink Krishibazar service helps farmers sell their products directly to the consumers.
ROBI: Like Grameenphone, Robi has also the market in one's pocket service called the 'Haatbazaar.'
The company also introduced the 'BBC Janala' initiative to help people learn the English language.
It has runs a job alert service for people looking for a job.
Robi recently introduced a new service that helps users update their status on Facebook through SMS.
AIRTEL: The comparatively new operator introduced a new VAS with the assistance of some development organisations that provides the location of sea fishing boats.
Users can also receive different types of information through a single SMS, such as the address of a hospital or fire brigade numbers.
CITYCELL: Citycell Zoom is a broadband service for subscribers that has made immense progress. Zoom is using CDMA200 lx technology to provide high speed internet service.
TELETALK: State-run Teletalk came to the spotlight with different government services, such as exams results. Subscribers can get national examination results on their mobile phones. Recently, it added the BCS exam results as well. Teletalk facilitates getting railway tickets by mobile handset.