Robi Axiata Limited Overview in 2022

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Robi Axiata Limited, DBA Robi, is the 2nd largest mobile network driver in Bangladesh. It is a joint endeavor between Axiata Group Berhad of Malaysia, Bharti Airtel Limited of India. Axiata holds 68.7% controlling risk in the entity, Bharti holds the continuing to be 31.3%

The first merging of Bangladesh’s telecom industry has actually entered effect with the start of the operation of Robi Axiata Limited as the merged business on November 16, 2016. Complying with the merger of Robi and airtel, the merged company is now known as Robi Axiata Limited. Having effectively finished the merger procedure, Robi has become the second-biggest smartphone driver in Bangladesh. The joined company has nationwide network coverage.
Robi first started operation in 1997 as Telekom Malaysia International (Bangladesh) with the brand name ‘AKTEL’. In 2010 the firm was re-branded to ‘Robi’ as well as the business changed its name to Robi Axiata Limited. As of November 2016, Robi Axiata utilizes 2 brands ‘Robi’ as well as ‘airtel’ for its mobile services. ‘airtel’ is an independent item brand of Robi Axiata. Robi Axiata has a spectrum on GSM 900, 1800, and also 2100 MHz bands.


Robi Axiata Limited started as a joint venture firm between Telekom Malaysia and AK Khan and Company. It was previously known as Telekom Malaysia International Bangladesh Limited which commenced procedures in Bangladesh in 1997 with the trademark name ‘AKTEL’. In 2008, AK Khan and Firm exited the business by marketing its 30% risk to Japan’s NTT Docomo for US$ 350 million.

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On March 28, 2010, ‘AKTEL’ was rebranded as ‘Robi’ which means Sunlight in Bengali. It also took the logo of mom and dad business Axiata Team which itself additionally experienced a major rebranding in 2009. In 2013, after 5 years of presence, Docomo decreased its possession to 8% for Axiata to take 92%.

On January 28, 2016, it was revealed that Robi Axiata and Airtel Bangladesh will merge in Q1 2016. The mixed entity will certainly be called Robi, to offer 40 million subscribers combined by both networks. Axiata Team will own 68.3% share, while Bharti Team will have 25%, as well as NTT Docomo, held 6.31% shares. [9] [10] Lastly Robi and also Airtel were merged on November 16, 2016, and also Robi set out as the joined business. Later on, in 2020, after a decade with Robi, NTT Docomo decided to leave Bangladesh by offering its staying stake in Robi Axiata Limited to Bharti International. Since 2020, Axiata now holds a 68.7% controlling stake in the entity, while Bharti holds the continuing to be 31.3% shares.


In 2005, then AKTEL, currently Robi, was the initial operator to present GPRS as well as 3.5 G services in the country. [12] It is the initial company to launch a 4.5 G solution in all the 64 districts of the country. Robi also declares to have the best global roaming insurance coverage with 398 drivers throughout 182 countries with the widest 4G roaming impact in 29 nations with 40 drivers. Robi has plainly spearheaded in the domain name of mEducation with the creation of the largest on the internet college of the country, Robi-10 Minute College, which is giving quality educational web content to countless students across the nation totally free of cost. Amongst lots of awards, it has won across the country and also internationally, the respected GSMA Glomo honor for the very best Mobile Technology for Education and Understanding in the “Connected Life Awards” classification at the Mobile World Congress (MWC) 2017, is highly significant.

Business Account

Robi Axiata Limited is a joint venture between Axiata Group Berhad of Malaysia, and also Bharti Airtel, of India. Axiata holds a 68.69% managing stake in the entity, and Bharti holds the continuing to be 31.31% share in the business.

Robi is the second biggest mobile network operator in Bangladesh with 46.88 Mn subscribers since the end of December 2018. The firm began operation in 1997 as Telekom Malaysia International (Bangladesh) with the brand name ‘Aktel’. In 2010, it was rebranded as ‘Robi’ as well as the company changed its name to Robi Axiata Limited.

Adhering to the merging with Airtel Bangladesh, the joined business, Robi Axiata Limited (Robi) started its business operation on 16 November 2016. Currently, this is the largest ever merger of the country and the very first merger in the mobile telecommunications industry of Bangladesh.

Robi was the first operator to introduce GPRS and also 3.5 G solutions in the country. It is the very first business to release 4.5 G solution in all the 64 districts of the nation. In fact, this spot milestone was achieved on the very first day of the business launch of the service by Robi on 20 February 2018. By the end of 2018, Robi created the largest 4.5 G network in the nation with virtually 7,400 websites covering 99 percent of the thanas of the country.


Robi likewise proudly declares to have the widest worldwide roaming coverage with 398 drivers throughout 182 countries with the widest 4G roaming footprint in 29 nations with 40 drivers.

The firm has actually presented several very first of its kind electronic solutions in the nation and has actually been the leader for paving the way in taking mobile financial services to the underserved areas in the semi-urban as well as rural areas. It is the only mobile driver to have actually efficiently performed the dry run of 5G and Voice over LTE innovation on its 4.5 G network.

Being deeply involved in the socio-economic advancement, Robi has produced the biggest online college, Robi-10 Min Institution, established internet edges in seven local town libraries, established safe drinking water centers in 10 major railway stations as well as partnered with Access to Info (a2i) for setting up the get in touch with center, 333, using info on availing government solutions.

Robi has actually plainly spearheaded in the domain of mEducation with the production of the biggest online college in the country, Robi-10 Minute College, which is giving quality educational material to millions of pupils across the country completely free of expense. Amongst numerous honors, it has actually won across the country as well as internationally, the prestigious GSMA Glomo honor for the Best Mobile Advancement for Education And Learning as well as Knowing in the “Connected Life Honors” group at the Mobile Globe Congress (MWC) 2017, is extremely noteworthy.


Robi has actually likewise been the trail-blazer in the industry in revealing one-of-a-kind digital solutions. The nation’s first comprehensive Islamic way of living app, Noor, sporting activities home entertainment application, My Sporting activities, mobile-based health insurance digital service, My Health, consumers’ digital self-service home window, My Robi app, amusement material platform, Robi Display, thorough audio-visual electronic music system, Splash, are a few of the examples.

Robi leads in the brand-new frontier of Digital Services. It has actually developed the premiere eCommerce system for all digital gadgets,, gives the complete variety of electronic advertising and marketing services via ad reach, promotes a practical payment gateway for purchasing electronic material through direct operators’ billing for the consumers under MIFE, provides a IoT-based lorry tracking option, Robi Tracker, promoting simple access to electronic devices in remote parts of the nation through the assisted eCommerce brand, DigiRed, creating chances for entrepreneurship by producing the largest app store of the country,, and so on


These remarkable advancements were a major draw for the customers as they joined the network in droves as quickly as the Mobile Number Transportability center was presented in October 2018.

Creating the largest human flag, Robi has actually verified that it transfers to the song of the rich culture as well as the heritage of Bangladesh. Having the # 1 network of pals, Airtel, as its independent brand only broadens the business’s allure. As the allure obtains set in the society, Robi feels great that it will certainly be able to supply on the promise of enabling electronic life for a much better future for all.

Getting experience with the corporate business market of Robi with direct corporate sales

The cellphone is an extremely common source of communication these days. Most people are using a cellphone in the city and the city areas on a regular basis. Currently, 6 various businesses are supplying mobile phone solutions in Bangladesh. In contrast to the huge populace, it is ending up being a huge market for smartphone service firms. As part of my teaching fellowship program, I was related to the Business Sales & Service (Corporate Sales) of Robi (Axiata Bangladesh Limited). In this internship record, I have actually generally focused on the experience that I have collected throughout my internship and the general tasks of Company Sales & Service of Robi (Axiata Bangladesh Limited).

The goal of the report:

The main objective of this report is to define the experience that I have collected during my teaching fellowship period and also the overall tasks of the Business Sales & Solution of Robi.

  • If I define the purpose much more specifically it will certainly be as follows:
  • To provide a clear idea regarding the Company- Robi (Axiata Bangladesh Limited).
  • To obtain an understanding of what company sales are everything about.
  • To describe the activities of Company Sales & Service (Corporate Sales).
  • To find out the performance of the Corporate Sales of Robi
  • If needed of Company Sales of Robi, to outline the necessary alteration.

Range of the report:

The range of this report is restricted to the descriptions of the company, its services, and its position in the mobile telecommunication market of Bangladesh. Instead of concentrating in all the tasks of Robi I mostly concentrated on the corporate sales of Robi.

Data collection: To prepare this teaching fellowship record I had to collect data both from main and secondary resources. I followed various methods to collect data from primary and secondary resources.

Robi at a glimpse:

Axiata (Bangladesh) Limited is a top as well as a vibrant nationwide GSM interaction option carrier. It is a joint endeavor firm between Axiata Team Berhad, Malaysia, and also NTT DOCOMO INC, Japan. Axiata (Bangladesh) Limited, formerly referred to as Telekom Malaysia International (Bangladesh), started its operation in 1997 under the trademark name Aktel among the pioneer GSM mobile telecoms company in Bangladesh.

Later on, on 28th March 2010, the firm started its new trip with the brand Robi. Robi is genuinely a people-oriented brand name of Bangladesh. Robi, the people’s champion, is there for individuals of Bangladesh, where they want and also the method they desire. Having the local tradition at its core, Robi marches in advance with innovation and imagination. To guarantee leading-edge technology, Robi has the worldwide know-how of Axiata as well as NTT DOCOMO INC. It supports 2G voice, CAMEL Stage II & III as well as GPRS/EDGE service with a high-speed internet connection. Its GSM solution is based on a robust network design and also cutting side technology such as Intelligent Network (IN), which provides peace-of-mind options in terms of voice clearness, comprehensive nationwide network insurance coverage, and several global partners for international roaming. It has the widest International Roaming coverage in Bangladesh connecting 550 drivers throughout 205 Nations. Its client-centric option consists of value-added services (VAS), high-quality client care; easy accessibility telephone call facilities, electronic network protection as well as versatile toll prices

With its toughness and also proficiencies established throughout the years, Robi aims to supply the best quality service experience in terms of coverage as well as connection to its consumers all over Bangladesh. Along with its one-of-a-kind ability to develop local understandings, Robi produces distinctive services with neighborhood flavor to continue to be near the hearts of its clients.

Robi began its trip as an (AKTEL) in 1997, as a joint endeavor in between Telekom Malaysia Bhd as well as AK Khan & Business Ltd. The AK Khan Team recently finished the sale of its entire shareholding of 30% in AKTEL to NTT DoCoMo.

Robi (Axiata Bangladesh Limited) is a joint venture firm between 2 firms such as as-.

Axiata Group Berhad (70%)– Axiata is taken into consideration as the emerging leader in the Asian telecommunication sector. It has considerable visibility in Malaysia, Indonesia, Sri Lanka, Bangladesh, and Cambodia.
NTT DOCOMO INC- It is just one of the leading mobile telecoms service providers in the world and also the biggest mobile telecommunications company in Japan.

Principles of Robi:

Their principle is titled “Empowering you”. Robi defines it like this- “We are there for you, where you desire and also in the means you desire, in order to assist you to develop, expand and also make the most of your lives via our solutions.”.

Robi’s business principle is based upon adhering to things:.

  • Being considerate towards everybody.
  • Being trustworthy by activity. Being passionate as well as creative in all we do.
  • Keeping things easy in the method we do points.
  • Being transparent as well as honest.
  • Demonstrating cumulative as well as private ownership.
  • Exercising an open culture in interaction as well as communication.

Business Colleague:

The vision of Axiata: “Axiata’s vision is to be a regional champion by 2015 by assembling the most effective throughout the area in connectivity, innovation and also people, unifying them in the direction of a solitary objective: ‘Progressing Asia’.
Robi’s goal of Company: “Robi aims to give the most effective quality solution experience in regards to insurance coverage as well as connectivity to its clients throughout Bangladesh. Along with its unique capacity to establish regional understandings, Robi produces unique services with local flavor to remain near the hearts of its clients.”.

Company Framework of Robi:

Robi puts a high value on human resource advancement and the payments made by its staff members. They preserve to keep an efficient as well as harmonious workplace in the entire organization. Robi always proceeds with its initiatives to boost the performance of its employees as well as straighten them to the right placements with well-defined duties.


Due to the rapid expansions of its networks as well as the enormous growth of its subscriber base, the company has actually boosted its labor force. Robi has successfully hired some key elderly supervisors who were hired on the basis of their expert expertise as well as experience. In order to deal with the vibrant nature of the company’s organization, campaigns are always taken to reorganize as well as identify the firm’s existing setup. It constantly advances standard monitoring systems and also procedures throughout functional departments, focusing specifically, on the effective assimilation as well as assimilation of all the organizational systems.

Different important departments or divisions of Robi.

Advertising and Marketing Department:
The advertising division makes up 7 systems. A quick summary of each unit is offered below:.

Brand name and also A&P.

Brand and A&P signifies to brand and marketing & promo. This system handles the total brand name administration and also the promotion activities of the firm. The unit covers both outdoor (signboards, road-overhead, etc) media as well as interior (print & digital) media. This system is likewise responsible for connecting with the ad agency.

Item Advancement.

Item advancement system resembles the R&D device of a firm, which is accountable for establishing new services and products. This device is carefully pertaining to the market research device and also with each other the systems develop new solution ideas as well as ideas. Item growth device is also in charge of checking the core solutions (Pre-Paid as well as Post-Paid).

Market Research as well as MIS.

Robi has one system covering both marketing research study and also marketing info system (MIS). This device carries out quarterly research with research firms and also internal trainees. The device is additionally accountable to keep track of the latest advancements as well as the new offers of various other drivers.

International Roaming.

International roaming (IR) device is essentially in charge of ISD, international SMS, etc services. The core job of this device is to negotiate with international telecommunication firms and also to broaden international protection by making take care of them.

Service Sales division.

The company sales department device handles the sales of solutions and products to various other companies. The unit makes arrangements with various firms to be the business clients of Robi and also just handle the business level sales. This department is named as Service Sales & Solution as well as their motto is “We are the most effective what we do”.

Direct Sales.

The straight sales unit is in charge of the sales of services and also items to the mass consumers with the client service facilities. Robi has more than twenty customer service centers around the nation and also these facilities market the solutions to the customers directly. These client treatment centers are known as Robi Seba.

Supplier Administration.

Dealer administration unit manages the suppliers of the business around the nation. Robi has numerous dealerships and agents and also they require to be monitored and also managed regularly.

Information Technology Division:

The core organizational toughness of Robi is its network insurance coverage throughout the nation specifically Robi is the initial telecom firm that gives a network in Saint Martin Island. The innovation division is looking after all technological issues. The night and day base station maintenance, emergency situation tech assistance group, on the internet info backup system, server/workstation assistance intranet Assistance, and also intra workplace exchange mailing system is being run by this department.

Value included Services (VAS).

Worth included service is a system that applies the developed ideas and concepts of the advertising and marketing department. The unit is in charge of the advancement of the software, which will certainly be made use of for the application of the brand-new services established by the item development system.

Concurrently, this device handles the VAS web content companies who are the 3rd party to the company.


The payment system is responsible for processing and keeping track of the invoicing systems for PostPaid customers. The unit has a manager that reports to the AGM of IT.

Rating (Post-Paid).

This unit is accountable for charging the prices of the Post-Paid solution. The device fixes per-minute and also pulse rates and likewise takes care of the pulse periods. It likewise alters the rates as-needed basis.


This system just manages the Pre-Paid service. It provides the e-fill as well as scrape card systems. At the same time, it solutions per-minute as well as pulse prices and fix the pulse durations.

Product Arrangement.

This system is accountable for developing and establishing services as well as products. It creates a plan of the product design.

Invoicing Procedure Team.

The billing procedure group is in charge of carrying out the whole invoicing process as well as creating a needed software program for accumulating expenses from Post-Paid individuals.

Customer Relations Administration (CRM).

This unit provides required software to the consumer care centers and also works with these centers side-by-side. The centers generally inform CRM concerning their necessaries and also the device prepares suitable software applications for them.

Treasury Management.

The business finance device consists of treasury monitoring and L/C. Treasury monitoring takes care of the inflow and outflow of the firm, whereas L/C (Letter of credits) takes care of the L/C opening banks and various other foreign banks.

Accounts Receivable.
This device maintains track of the receivables of the business while preparing the balance sheet. As Axiata Bangladesh Limited is a big business with hundreds of economic deals daily, a device to maintain track of the accounts is essential.

Core: Account.
The core account is a crucial system of the finance division managing the spending plan as well as dealing with assets. The annual budget of different departments is prepared under the close observation of this system.

Income Guarantee.
The earnings guarantee device contains an income guarantee and also fraudulence management. Revenue assurance checks the transactions and guarantees full protection of the financial resources. On the other hand, the fraudulence administration secures the frauds that take place in the day-to-day purchases.

Reporting Unit.
The reporting device reports the entire financial purchases of Robi to the mom and dad company in Malaysia.

Setting you back.
This device forecasts the costing of different departments and hotels them relating to the anticipated expenditure of any modification.

Technical Department:
The technological department includes 3 major systems– framework, residential or commercial property as well as preparation administration.

The planning device makes strategies relating to technical issues such as the RF, BUTTON, etc. They ensure the correct positioning of technological tools as well as types of equipment.

The facilities unit chooses the places and also builds the Base Transceiver Terminal (BTS) towers. They are likewise in charge of the upkeep of these towers.

Residential or commercial property Administration.
The residential property monitoring device takes care of the technical tools and assets.

Public Connection (Public Relations) Division:
The vital obligation of this department is to guarantee audio public connection in terms of maintaining business association, brand promo as well as interaction with mass media. Guaranteeing a strong position in the field of company social obligation is an additional significant problem that the interaction department of Robi is effectively managing.

Customer Support Department:
20 specialized Customer Care Centers, 24 hrs helpline alongside many outlets inside the country are constantly prepared to serve whenever the customer requirement. Robi’s customer treatment groups including a lively seasoned labor force target at offering the consumers a full high-quality experience that would make their consumers really feel crucial and one-of-a-kind. To sustain this experience, Robi constantly innovates via reputable systems, procedures, and procedures.

Personnel Division:
As among the leading telecom company, Robi presently has concerning around 2800 employees. All staff members that are recruited on a long-term basis should undergo a period of 6 months as a probationary period to determine their capacity and also suitability for work and also would be judged with a performance evaluation at the end of the 5th month. On successful completion of probationary duration, staff members will be provided a letter of verification. The human resource department is responsible for the employment and training of the employees of the firm. They also check the performance as well as deal with the promo and salary-related issues. Together with the HR division, there is an Administration. The administration is responsible for providing home furnishings as well as tools to all the departments and also departments.

Business Method Department:

The business method division identifies the long-term strategies and also short-term strategies. All the corporate degree plans originate from them and they are additionally responsible for the application.

Corporate Matters Department:
The corporate events department is in charge of maintaining a liaison with various other significant companies. Via this division, Axiata Bangladesh Limited makes business deals with various other firms and aids each other.

Control Division:
The coordination division is in charge of the interior and exterior synchronization. On one hand, they coordinate with outside companies. Together with that, they integrate among the divisions as well as departments inside the business.

Relationship among different Divisions & Departments:.

An organization is like complicated machinery including different components. Different practical departments and also divisions are the various parts of this business machinery. For that reason, to make an organization a success, the departments, as well as departments, should function as necessary. In Robi, all the divisions, as well as departments, are carefully linked with each other.

The sales system makes sales projections, determines the market’s potential chance, and also sends it to the technical division for doing the plan for new coverage location. These 2 departments jointly prepare for enhancing the protection area. If there is any grievance relating to the networks Consumer Relationship Management unit notifies it the technical department for addressing it. Once Again Client Relation Administration Unit educates the advertising and marketing department about the troubles and also ideas concerning the products and their marketing procedure. The financing department is associated with all the departments for fund allowance as well as fund management of all shorts and also offering income to all the Robi employees. Human Resource Division fulfills the staff member need of other divisions by conducting a total recruitment procedure.

Various products or services supplied by Robi:

Various products or services are provided by Robi which are as adheres to:

Prepaid (Robi Club, Prothom, Muhurta, Shoccho, Shasroyee, School, Uddokta & Easy lots Super, Uddokta & Easy lots Routine).
Message- Paid (Straightforward plan, Normal Plan).

Business- In the corporate plan they have both posts as well as pre-paid paid. In this instance, they have some segmentation for blog postpaid like- Test pack-1, Test Pack-2, Base Load. For business customers, they likewise provide SMS based option (CMP- Business messaging Platform).

Advertising And Marketing Approaches of Robi:

Robi constantly intends to accomplish the wanted sales development and consumer base as well as likewise wishes to motivate the existing consumers to use more of their solutions.

Item Positioning.

At first, the target for Robi was to reach the top, yet other mobile operators are additionally targeting to the lawn roots level and hence raising their consumer base. Axiata Bangladesh Limited intends to be the leader with high quality and making items for all courses of individuals.