In 2015, Robi became the official sponsor
of the Tigers, Bangladesh’s national cricket
team. The brand associationwith the Tigers
benefited the Company in influencing
the market’s take-up of its products and
services. Key promotional and on-ground
activities were rolled out which allowed
fans to meet with the national cricket
team stars. Response to these marketing
tactics were overwhelmingly popular and
generated high interest within the market.
2015 was a landmark year for Enterprise
Business in Robi with the restructuring of
its Corporate and SME teams to cater to
industry specific needs. The introduction
of Oracle Sales Cloud, a Cloud-based
lead management tool, vastly enhanced
the efficiency level of Enterprise Business
Sales Force. Consequently, Enterprise
Business revenue grew steeply by 105%
while data revenue by 200%. In total,
7,664 new clients joined Robi through
Enterprise Resource Locator, Business
Message Portal and Vehicle Tracking
Systems, the most popular enterprise
solutions sold. The ‘Joyeeta’ package,
introduced for factory workers in the
ready-made garment industry, proved
a success with its lucrative pricing
proposition and the device play brought
in new business enterprises whilst helping
to retain customers.
Mindful of customers’ requirements for
high quality products and services, the
Company reviewed its customer service
processes in 2015 to improve service
quality and standards. As of end 2015, 47
new Robi Sheba Centres were launched
across the country, bringing the total
number to 71. Robi has differentiated
itself in the marketplace with initiatives
like the roll out of state-of-the-art
CRM, enhancement of the IVR system,
introduction of digital service channels
and apps like web-chat, web-care and
Robi e-care. Collectively, these initiatives
resulted in 26% improvement in inbound
call centre service levels, 65% reduction
in average wait time at call centres,
12% improvement in IVR conversion,
8% improvement in Robi Sheba Centre
service levels, 75% reduction in average
wait time at Robi Sheba Centres, 50%
reduction in total complaints per 100,000
customers and significant improvements
in service Net Promoter Score (NPS) over
competition.
In 2015, Robi invested in technology and
network improvements in response to
customers dropped calls on the network.
It also introduced ZEEP, an auto generated
missed call service for subscribers to
complete their conversations. Another
innovative solution ‘Robi iMoved Service’
allowed Robi users to notify all incoming
callers of a change in phone number
through intelligent voice call routing
and interactive call transfer resulting in
subscribers of other operators finding it
convenient to join Robi.
Financial Performance
In 2015, performance at the Company
was moderated due to heightened price
competition in the Bangladesh market.
Nevertheless, Robi recorded healthy
revenue and normalised EBITDA growth
of 6.0% and 4.4% respectively, while
normalised PAT dropped by 8.6% due to
depreciation and amortisation charges
arising from data driven capital expenditure.
Outlook for 2016
Robi’s strategies for 2016 will focus on
achieving leadership in the mobile Internet
business and consolidating its market
position as a strong number two. The
key focus will be on consolidation and
digitalisation to monetise investments in
the modernisation and expansion of Robi’s
network and other infrastructure over the
past two years.
The proposed merger with Airtel
Bangladesh Limited (Airtel) once approved
by the authorities concerned will enable
the company to create a strong network
of approximately 40 million subscribers,
setting the foundation for Robi to achieve
data leadership in Bangladesh. With the
rapid shift in consumption patterns from
voice to data, Robi will review its operations
to serve data-savvy consumers for
sustained profitability, moving its process
and functions to an online digital space.
• Revenue growth of
30%
•
First 4G LTE
across all
25 provinces in Cambodia
•
First
Cambodian telco to
win a Frost & Sullivan Asia
Pacific ICT Award – Asia
Pacific Emerging Market
Telecom Service Provider 2015
•
First
Cambodian telco
to win Global Banking and
Finance Review Awards - Best
Telco & Best CSR Company
Cambodia 2015
• Hosted international concerts
with superstars Demi Lovato
and Jessie J in partnership
with Universal Music
•
First
music streaming
service in Cambodia - Smart
Music
•
First
telco to partner with
Facebook to offer Free Basics
in Cambodia
• UNESCO and MoEYS
partnership to fight illiteracy in
Cambodia
axiata group berhad | annual report 2015
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