Evolution of services and competitive advantage of Banglalink Digital Communication Limited

Abstract

The recent technological transformation has been forcing the telecom industry to make the evolution of their service with supplementary product and services. Hence, Banglalink Digital Communication Limited as well as other major player of the telecommunication industry is adopting this opportunities to increase traditional service offerings with value added services. We have explored how Banglalink has been ensuring their competitive advantage with their value added services and influencing the prospective customers with their strong positioning that would benefit Banglalink in terms of gaining market share. In order to find out the insights about the evolution of the industry, we have collected available data from secondary sources e.g. Google scholar, newspaper articles, press releases at the official website of the organization. We have also collected and analyzed data through survey e.g. electronic questionnaire for the further investigation about how customers are perceiving those value added services. Finally, we have observed the current trend, how those value added services are giving Banglalink competitive edge, from the electronic questionnaire and secondary sources e.g. Google scholar, newspaper articles, press releases etc. The key findings of our study are, first of all, the evolution of the services in the telecommunication industry is at very initial stage. However, the operators have huge opportunity to make attractive offerings and gain advantage out of it. Moreover, Banglalink has been doing pretty good to position their value added service, for example Toffee, Daktarbhai, in customers mind and getting very positive response out of it. Hence, this is creating competitive advantage for Banglalink with their strong positioning and continuously offering unique features based on the customers need.