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New Avenues of Growth
Mobitel entered the cellular communication market in Sri Lanka
as the third mobile operator in April 1993 as a joint venture
between Telstra of Australia and Sri Lanka Telecom. The joint
venture was operative till October 2002 when Sri Lanka Telecom
acquired Telstra’s stake in the Company. The purchase
transformed the SLT Group to become the only integrated telecommunications
service provider in Sri Lanka to offer both fixed and mobile
communications options to its customers as well as data and
IP, Internet services.
Customer Growth
Mobitel currently has over 200,000 active subscribers a 19%
slice of the mobile market. Subsequent to the launch of the
GSM network in January 2004 Mobitel rapidly acquired new customers
and effectively doubled its active customer base. The growth
in the customer base was significantly ahead of the budgeted
growth rate.
Network and Technological Innovation
These customers now enjoy unparalleled customer care clarity
and coverage through Mobitel's state-of-the-art GSM mobile
system supplied by Ericsson AB of Sweden which is the market
leader in providing network equipment to operators worldwide.
Mobitel was the first network in the world to launch a fully
EDGE enabled mobile system. Through EDGE the next generation
of GPRS Mobitel’s customers enjoy data download speeds
approaching 3G and the Company was the first operator in South
Asia to provide this service. The new EDGE enabled GPRS network
will support all features such as WAP, GPRS and MMS. It will
also provide state-of-the-art services such as downloading
of video and music clips, video streaming, full multimedia
messaging, high speed Internet access, ‘email on the
move’ features, multimedia chat, rich calls, interactive
games and interactive web services.
Mobitel also created another first when they introduced menu-based
access for SMS based information services. Currently all other
GSM operators in Sri Lanka require their customers to remember
cumbersome short codes in order to access information services.
However Mobitel customers SIM cards which are menu driven
require the customer to click on the required information
category and the SMS with the required information is sent
automatically.
Also for the first time in Sri Lanka, Mobitel subscribers
now have the unique facility to update new services over the
air. This facility was launched at the recently concluded
one-day international series between Sri Lanka and Australia
when subscribers were requested to name the “Man of
the series”. This quiz received unprecedented participation
and the winners walked away with VIP tickets for the one-day
matches and other prizes. There are other unique-eadvantages
of over the air updates. Mobitel could provide new services
to their subscribers and the subscribers could customise their
menus without the need to visit a Mobitel Office or change
their SIM Card.
Mobitel also launched its GSM service by providing its subscribers
roaming in over 160 countries by using an advance roaming
platform provided by Xius and using the roaming links of BPL
one of the largest GSM operators in India. The license to
commence an EGO operation was obtained from the Telecommunications
Regulatory Commission of Sri Lanka which will give the network
the ability to provide International Direct Dialling services
on its own account if necessary in the future.
Value Added Services
Mobile communication in Sri Lanka has come a long way and
Mobitel believes the need has arisen to promote the mobile
phone not only for basic voice but also as an information,
productivity and entertainment tool. In this regard Mobitel
has introduced for the first time in Sri Lanka a host of services,
which are all user friendly and menu driven. Currently our
subscribers have access to over 70 infortainment services
in nine categories via SMS.
The Categories |
|
Service |
Details |
Mobi Services |
Customer usage related information
such as account balance, last payments
and SMS based Complaint Management |
Info Services |
News, Health, Lottery Information |
Financial |
Stock Quotes, Currency Conversion,
NASDAQ Indices |
Messaging |
Personal and Business Alerts, Bulk Messaging |
Infotainment |
TV Guides, Top Songs & Movies,
Hollywood & Bollywood Gossip |
Download |
Logo’s & Ring Tones Picture Messages |
Fun |
Jokes, Horoscope, Dating & Chat |
Games |
Hangman, Do You Know, Scrabble, Speed, Mastermind |
Sports |
Cricket Scores |
Awards
The use of technology to drive new services and product offerings
has resulted in the Company being recognised internationally
as a technology leader. Recently at the GSM Congress in Cannes
the GSM Association of Russia gave an award to Mobitel for
its Roaming solution using the Xius platform. Mobitel was
recognised with two other awards by Schlumberger the worlds
leading manufacturer of SIM cards for implementing and Over
The Air Platform which updates the customers SIM card automatically
and by Convergys for one of the fastest implementations of
the Geneva Rating and Mediation System. The international
recognition of Mobitels achievements has not been limited
to the sphere of technology. Mobitels financing arranged by
Standard Chartered Bank for the GSM roll out won an award
from Asia Money as one of the most innovative trade financing
arrangements for the year 2003.
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The Mobile Market
The Market of the Future
According to Central Bank statistics there are close 1.3 million
mobile customers in the country. This is larger than the fixed
line base, which amounts to 900,000 subscribers. The cellular
market has seen a compound average growth of 62% over the
last decade. SLT is aware that the mobile market exhibits
huge potential, the surface of which has barely been scratched.
Mobitels phenomenal growth subsequent to the GSM launch ratifies
the decision taken by SLT to enter the cellular market and
is expected to be the main source of the companies growth
of profits in the future.
Creating an even better Service
Over the next few years Mobitel anticipates investing US$
200 million or Rs. 20 billion in technology and network upgrades.
Already close to US$ 88 million has been invested in upgrading
Mobitel in a little over a year. Subsequent to the takeover
by SLT keeping in line with principles of good corporate governance
a comprehensive review was carried out of the procurement
policies of the Company. The GSM supply contract was evaluated
with external consultants actively participating in the evaluation
process to ensure that the companies’ objectives were
met. Detecon a subsidiary of Deutche Telekom audited the technical
evaluation and recommendation while the financial evaluation
was based on World Bank recommended evaluation methodology
and audited by the global accounting practice. The evaluation
of the financing of the GSM network was structured in consultation
with DFCC Bank to ensure the lowest cost of funds. Because
of the large capital outlay for the GSM project and the need
to fund the expansion through debt, procurement practices
were strengthened with added emphasis on cost control. This
resulted in significantly reducing the anticipated loss arising
from the launch of GSM service.
By the last quarter of 2004 we expected to consolidate on
Mobitel's achievements and provide seamless uninterrupted
coverage islandwide, which would link the current coverage
in major towns and highways with more rural areas and the
North and East of Sri Lanka. Mobitel will continue to roll
out new services and innovations in keeping with the technology
leadership position established by the Company while ensuring
the financial stability and prospects of the Company are optimised. |