2.0 Company Overview
2.1 Overview of SAMTEL Global Technologies Ltd.
2.1.1 Background
SAMTEL Global Technologies Ltd. (SGTL) is an innovative solution provider specializing in software for business organizations using GSM (Global System for Mobile Communication) technologies. SGTL markets the software developed by Backbone Technologies of the South Africa. It is a joint venture of Backbone Technologies and Wireless Business Systems (Pty) Ltd for marketing software products in Asia Pacific. With head office in India and branch office at Dhaka, Bangladesh. SGTL has exclusive license rights for many Asian, Middle East and few European countries (Sweden, Denmark etc.).
SGTL was registered as a private limited company in Bangladesh on November 23, 2003 and started its commercial operation on April 1, 2004. SGTL made a successful business of “Pre-chat”, a solution for electronic voucher distribution of Pre-Paid Air-Time, with TM International (Bangladesh) Limited, known as AKTEL on July 2004. “Pre-chat was successfully launched under AKTEL’s own brand name “e-fill” on January 13, 2005 as the pioneer of such service in Bangladesh.
2.1.2 Vision and Mission
• Vision: Communication at fingertips.
• Mission: To be the leading provider of wireless solutions over the cellular backbone in Asia, Middle East and Europe strengthening our customers’ businesses for higher efficiency and improved service quality with a balanced return to our stakeholders.
2.1.3 Shareholders
SGTL has 3 share holders:
• Mohan Krishnan
• Jay Krishnan
• Hemant Ramachandra Bhagat
2.1.4 Core Technology
All products of SGTL work around Global System for Mobile or GSM technology. GSM is the most widely accepted digital system in the world, currently used by over 300 million people in 150 countries (Source: GrameenPhone Ltd., Annual Report 2004). Since GSM is the world’s largest network connecting people from every corner with the most advanced developments at the lowest cost, SGTL has huge business opportunities with its products.
2.1.5 Countries of Operation
Having exclusive license rights of wireless solutions developed by Backbone Technologies for Asian, Middle East and few European countries (Sweden, Denmark etc.) SGTL has made a successful business of “Pre-Chat” with AKTEL in 2004. Marketing efforts for “Pre-chat” to mobile phone operators in Indonesia, Sri Lanka, Maldives, Myanmar and Nepal were not successful. Now SGTL is trying to market “Pre-Chat” to mobile phone operators in China, Singapore and Malaysia. Following side-by-side invasion plan it will attempt for business in European countries in the near future.
2.2 Products
SGTL markets customer solutions around two products developed and supported by Backbone Technologies:
• Coretalk:
Coretalk is an immediate and interactive communications platform with applicability for a wide range of businesses.
• PreChat:
PreChat is a complete Electronic Voucher Distribution System for Prepaid Airtime that enhances airtime distribution within the GSM market space.
SGTL has locally developed another software named “QLoad” for the e-Fill electronic pre-paid airtime dealers.
• QLoad:
QLoad is developed to facilitate automated downloading of PINs (Personal Identification Number) of electronic vouchers from “Pre-Chat” using mobile phones. Manual downloading of PINs from the e-Fill system of AKTEL has become a time consuming job for the dealers. “QLoad” benefits the e-Fill dealers by providing an easy way to download PINs, print recharge vouchers for customers and track day-to-day transactions.
2.3 Major Customers
SGTL’s current customers include TM International (Bangladesh) Limited (AKTEL) for PreChat and a total of seven e-Fill dealers of Sylhet zone like Multi Electric Traders, FriendsTel, EchoTel, Mr. Nazrul Islam etc. for QLoad.
2.4 Market Share
The software is a very new one and only a few companies (not more than 5) offer similar products in Bangladesh. The revenue data or complete customer base of these companies is not available due to confidentiality. However, SGTL has no customer for Coretalk. Currently it is in the final stage of importing the licensed copy of Coretalk for marketing in the local industry.
2.5 Financial Information
Due to confidentiality, the organization does not allow to reveal financial data like Total Asset, Total Liability, Revenue etc. Moreover, financial transactions like sales, support and maintenance with AKTEL are made directly with the SGTL head office in Mumbai, India. Only expense of the Dhaka office can be estimated, which is approximately Tk. 4,800,000.00 per annum.
2.6 Business Model
Although SGTL has recently decided to sell Coretalk in Bangladesh market, the product has been deployed in South Africa, Australia, New Zealand, Nigeria, Malawi, Zambia, Zimbabwe and Jamaica since first quarter of 2004. The admirable pace of global invasion is based on a business model, which comprises a hierarchy of the Licensor (WBS), Licensee Companies and a Distributorship Network managing their own customer base.
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