Master of Business Administration Program

Weekday 2014 / 2016

MBA 541 – Strategic Management

Group Assignment

xxxxxxxxxx

By

2014/MBA/WD/ 05 Ms. ApiramyJeyarajah

2014/MBA/WD/ 07 Mr. A M A S Arthenayake

2014/MBA/WD/ 08 Mr. A M G R Attanayake

2014/MBA/WD/ 09 Ms. H K D S Ayodhya

2014/MBA/WD/10 Mr. N U Balasooriya

XXXXXXX XXXXX

XXXXXXX XXXXX

Date of Submission: XXXXX

Lecturer: Dr. P. Dharmadasa, Mr. W.P. Gamage

Postgraduate & Mid – Career Development Unit

Faculty of management & Finance

University of Colombo

MBA 541 – STRATAGIC MANAGEMENT

TABLE OF CONTENTS

1 UPAHARA AS AN INNOVATION (DILINI).......................................................................................................................................... 3

2 ABOUT MOBITEL AND ITS SERVICES (CHITHRANGA).................................................................................................................. 3

3 BUSINESS MOBITEL FOR MOBITEL UPAHARA (MUDDIKA).......................................................................................................... 7

4 THE WAY RUN THE PROJECT UPAHARA....................................................................................................................................... 7

5 TRC SITE SHARING POLICY............................................................................................................................................................. 7

6 IDEA SCREENING (RANTHARU) IN-PROGRESS............................................................................................................................ 7

6.1 SUNDAY OBSERVER – SUNDAY, 7 SEPTEMBER 2008............................................................................................................. 7

6.2 MOBITEL POWERING AN ICT ENABLED NATION -MONDAY, NOVEMBER 22, 2010 DAILY NEWS TOPIC: IT & ICT NEWS.8

6.2.1 MOBITEL - RISING TO THE CALL TO POWER THE NATION............................................................................................. 9

6.2.2 DELIVERING A KNOWLEDGE RICH SOCIETY................................................................................................................. 10

6.3 IMPACT OF LIBERALIZATION OF SRI LANKAN TELECOMMUNICATION INDUSTRY ON THE INDUSTRY, CONSUMERS

AND EMPLOYMENT GENERATION..................................................................................................................................................... 11

6.4 NO UPAHARA FOR FARMERS, FISHERMEN, STREET VENDORS AND TEA PLUCKERS NOVEMBER 7, 2008.....12

7 RESEARCH RESEARCH AND DEVELOPMENT (RANTHARU)...................................................................................................... 13

7.1 MOBITEL IS INTRODUCING SENEHASE UPAHARA PACKAGE.............................................................................................. 13

7.2 MOBITEL RANAVIRU UPAHARA FOR SRI LANKA’S WAR HEROES.......................................................................................14

7.2.1 MOBITEL CELEBRATES THIRD ANNIVERSARY OF ‘UPAHARA’ - SATURDAY, 21 JANUARY 2012.............................15

8 COST CUTTING FEATURES ( API)................................................................................................................................................. 16

9 COLLABORATION AS A SOURCE OF INNOVATION..................................................................................................................... 16

10 SALES AND MARKETING ( VIRAJ)................................................................................................................................................. 16

11 FINALLY – MOBITEL UPAHARA AND INNOVATION...................................................................................................................... 16

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1 UPAHARA AS AN INNOVATION (DILINI)

2 ABOUT MOBITEL AND ITS SERVICES (CHITHRANGA)

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.

Within the following years Mobitel grew from strength to strength, launching its fully-fledged EDGE/GPRS enabled

2.5G GSM network, which is designed to operate on dual band in 2004. Mobitel again established its dominance

of the mobile communication industry by being one of the first ten mobile service providers in the world to launch a

3.5G HSPA network in 2007. Mobitel was also the first service provider with a super 3.5G network in South Asia.

Mobitel successfully demonstrated HSPA + MIMO technology with downlink speeds of up to 28.8 Mbps and

carried out a successful trial of 4G/LTE technology with downlink speeds exceeding 96 Mbps, for the first time in

the South Asian region. Mobitel recently launched Dual Carrier HSPA+ technology and it is now equipped with the

country’s first mobile 4G/LTE equipment.

Currently standing with a customer base of over 5 million Mobitel continued with its strategy positioned around

value innovation and customer centricity, making the best out of the technology being used, distribution systems,

product portfolio and value added services with heightened acumen focused on customer needs and interests.

Recognized by the Institute of Engineers Sri Lanka (IESL) for the third consecutive year for engineering services,

Mobitel was bestowed with the ‘Engineering Excellence Award 2014’ for the completion of Stage VII project. (The

largest network expansion project which consists of more than 1530 2G/3G/LTE nodes, 700 Transmission nodes

and more than 430 infrastructural elements). Further, Mobitel was awarded with the prestigious ISO 27001:2005

certification for the company’s solid and reliable Information Security Management System (ISMS) for securing

information within the organization and ensuring safety and reliability to customers.

Aimed to bridge the digital divide in Sri Lanka, with special focus laid on education, improving efficiency in the

business sector and encouraging fruitful public-private partnerships, Mobitel is in the process of expanding its

network to add 1,800 new base stations island wide, increasing the current number from 3,500 – aiming for 100%

population coverage.

Mobitel has steadily grown into a leader in the field of ICT, taking the industry towards transforming Sri Lanka into

the ‘Wonder of Asia’. With an overall investment of over US$ 500mn to date, Mobitel strives to uplift lives, create

new opportunities and develop Sri Lanka’s ICT landscape living by its motto of “We Care. Always.”

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The vision and the mission has driven Mobitel to become what they are today. Every employee play their part by

abiding “To lead Sri Lanka towards an info-com and knowledge rich society through our service offerings” by

helping us the company to focus its efforts and remain a truly dynamic and successful organization. The three key

ingredients of To Care, Share & Deliver spice up their relationship with the Shareholders, Employees, and

Customers. Committing to these 3 principles as an individual and as a team and by regularly practicing them as an

organization, Mobitel is moving truly to achieve their vision to lead.

Mobitel currently has a market share of about 24% in the total mobile industry. This is with the help of about 2500

employees who makes their full effort to make Mobitel achieve its mission and vision.

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 infotainment services in nine categories via SMS. The categories

are as follows.

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

At the launch of super 3.5G HSPA technology, Mrs. Leisha De Silva Chandrasena, Chairperson Sri Lanka

Telecom and Sri Lanka Telecom Mobitel stated that “Being the first in South Asia to introduce super 3.5G with

HSPA Technology, Mobitel enhance the coverage and capacity of the network and ensure a high quality service to

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all its subscribers. Having won confidence as a trusted voice communications provider, Mobitel is to set to

reinforce this position and introduce the very best in broadband experience to its subscribers with this expansion".

With investments totalling over US$300 million and having reached in excess of 2 million subscribers to date, Sri

Lanka Telecom Mobitel is set to expand its Super 3.5G and GSM coverage eventually reaching a total over 2000

base stations with its new phase of expansion. With this expansion, Mobitel cater to the more sophisticated needs

of the subscribers, which goes far beyond voice communication and include features such as, video calling, video

streaming, Mobitel TV, music streaming and high speed internet. This will mainly focus on introducing the latest in

wireless data transfer technology, as well as in extending the coverage to remote areas, and beefing up the

capacities in existing sites.

In this endeavour Mobitel combined with the expertise of the Huawei Technologies Co. Ltd., of China, a globally,

renowned 3G technology service provider, and the experience and infrastructural capability, of the parent

company Sri Lanka Telecom, Mobitel is well positioned to deliver unparalleled service and facilities to its

subscribers across the island.

With the multiple objectives of, enhancing coverage and capacity and introducing the latest in network technology,

Mobitel entered into an agreement with the Board of Investment (BOI) recently. The agreement was signed by Mr.

Dhammika Perera, Chairman/Director General of the BOI and Mrs. Leisha de Silva Chandrasena, Chairperson, Sri

Lanka Telecom and Sri Lanka Telecom Mobitel.

At this occasion Dhammika Perera said that through the signing of this agreement as well as the resulting

expansion, Mobitel will be able to provide coverage to 90% of the population. Also as a company driven by

Superior technology and renowned for its high service quality, Mobitel plans to focus on the North and Eastern

Provinces, helping to improve Mobitel communications in that area in line with the government’s Eastern Province

Development plan.

In 2006 Mobitel launched the most innovative mobile pre-paid plan to date `F1 Smart 5, prepaid package offering

absolutely the best value while introducing a simplified price plan. This new package offers customers true

freedom based on the brand’s vision to make mobile telephony affordable to the Sri Lankan public. Five free VAS

services subscriptions are offered: Short Messaging Service (SMS), Caller Line Identification (CLI), General

Packet Radio Service (GPRS), Multimedia Messaging Service (MMS) registration, and Wireless Application

Protocol (WAP). These VAS services bolster increased network functionality, a concept that Mobitel has provided

free of charge since it launched EDGE.

Speaking at the launch, Mobitel’s Chairman, Anil Obeysekere P.C., referred to the company’s continuing

commitment to Sri Lanka, citing the significant investments made in excess of US$140 million.

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He said that there were many more plans to be carried out for continuously improving Mobitel’s mobile

communications infrastructure. “Smart 5 is essential in providing people with the affordable means enabling mobile

connectivity. In contrast to just hearing about how technology can make their lives better, the Smart 5 package

actually allows people to experience the real benefits of a technologically enabled life"

He was confident that Mobitel’s strength and the benefits of its mobility would add to the Sri Lanka Telecom

corporate strength. In addition, Smart 5 would prove to be a further positive which would allow both organizations

to meet their ultimate goal of market superiority by offering the most well rounded Information and Communication

Technology (ICT) services.

Sri Lanka Telecom’s Chief Executive Officer, Shuhei Anan, said that Mobitel has the full backing of Sri Lanka

Telecom. Both companies together provide the corporates and citizens of Sri Lanka with the most comprehensive

ICT solutions available. Comprising strengths such as network, financial, people and technology, the companies

provide the only total communications services for the varying needs of the customer.

Ericsson Telecommunication Lanka’s Managing Director, Amarjeet Singh spoke of his company’s role as Mobitel’s

long-time sole network partner in successfully building Mobitel’s state-of-the-art GSM network. A partner with

Mobitel for almost 15 years, Singh said Ericsson is proud to be the sole provider of Mobitel’s infrastructure and

pre-paid`86platform, which is the most successful pre-paid platform in the world; Deployed in more than 75

countries with more than 110 operators with over 210 million connected to Ericsson’s prepaid platform. As the

world leader in mobility, GSM and 3G, Mr. Singh pointed out that, they were well equipped to support Mobitel in

any coverage, connectivity and quality assurance area.

He said out that his team at Ericsson was exceedingly proud to be a strategic partner in Mobitel’s historic and

record-breaking GSM deployment destined to take mobility to all people of Sri Lanka.

3 BUSINESS MOBITEL FOR MOBITEL UPAHARA (MUDDIKA)

4 THE WAY RUN THE PROJECT UPAHARA

5 TRC SITE SHARING POLICY

6 IDEA SCREENING (RANTHARU) IN-PROGRESS

6.1 SUNDAY OBSERVER – SUNDAY, 7 SEPTEMBER 2008

Sri Lanka Telecom Mobitel launched a revolutionary communications package for State sector employees and

pensioners which will bring unparalleled economic benefits to the subscribers.

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The package, Upahara is presented to them as a gesture of appreciation of their contribution to the development

of the country, and with the aim of bringing mobile telephony within reach of hundreds of thousands of State sector

employees spread countrywide.

“Minister of Trade, Marketing Development, Cooperatives and Consumer Services, Bandula Gunawardhana has

taken various initiatives over the last few months to explore the possibilities of bringing down the high cost of living

which has raised national concern.”

Mobitel in collaboration with Sri Lanka State Trading (General) Corporation, carefully analyzed the usage patterns

and income of its intended subscribers, and designed Upahara which enables its subscribers to make voice and

video calls free, within the Mobitel Network, as well as to fixed line operations, subject to a Fair Usage Policy

(FUP).

Minister of Trade Bandula Gunawardhana has to explore all possible means of reducing the cost-of-living. This

result to provide an economical communication solution to the State sector employees and pensioners, which will

aid in easing the problems they face due to the high cost of living.

The newly appointed Chairman of Sri Lanka State Trading (General) Corporation Pradeep Gunawardhana, for his

part in forming a strategic partnership with Sri Lanka Telecom Mobitel to bring about a revolutionary

communication package offering unparalleled benefits to the State sector and pensioners”. Upahara, will not only

meet their communication needs but will also aid in bringing down their monthly expenses appreciably”, he said.

Chairman, Sri Lanka State Trading (General) Corporation Pradeep Gunawardana said, ‘We had to consider a

number of aspects in selecting a telecommunications service provider who can meet the unique communication

needs of State sector employees and pensioners. They are scattered across the country and have a strong affinity

to services offered by the Government or affiliated institutions. Thus, we realized that Sri Lanka Telecom Mobitel

as the National Mobile Services Provider can bring forth the best in technology, coverage and value.”

Chairperson, Sri Lanka Telecom and Sri Lanka Telecom Mobitel, Mrs. Leisha De Silva Chandrasena said “as the

National Mobile Services Provider, we consider it an honor to be given the opportunity to serve the State sector

with an exclusive communications package.”

“State sector employees represent a sizable portion of the population and are spread across the country. Mobitel

is well positioned to serve them with our fully-fledged Super 3.5G/2G network which is spreading towards the

farthest corners of the country.

6.2 MOBITEL POWERING AN ICT ENABLED NATION -MONDAY, NOVEMBER 22, 2010 DAILY NEWS

TOPIC: IT & ICT NEWS

In 2005 the Government, under the visionary leadership of President Mahinda Rajapaksa declared the importance

of the role of ICT in Sri Lanka's future development. The recognition of ICT as a driver in economic development

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by the President precedes his term in office as President, when as Prime Minister he nurtured and propagated the

Nenasala concept. The seriousness of that commitment was reflected by the inclusion of ICT in the Mahinda

Chinthana.

Mobitel’s 3G coverage Mobitel’s GSM coverage

Cellular coverage Base Status in 2005

This was followed by a greater level of infocomm adoption by the government. A telecom regulatory policy that

encouraged investment in new technology was introduced, and the year 2009 was declared as the Year of ICT

and English.

In 2005, the Cellular sector and the Broadband sub-sector of Sri Lanka were lagging the South Asian region.

Cellular Penetration was a merely 17 percent, and Broadband subscription was negligible and uncertainty loomed

as regards its actual demand.

6.2.1 MOBITEL - RISING TO THE CALL TO POWER THE NATION

Complementing the President's vision and the Government's ICT goals, Mobitel announced its vision of making Sri

Lanka an infocomm and knowledge rich society. The realization of the company's vision primarily hinges on a two-

prong strategy, UN making mobile communication widely accessible and affordable, and investing for the future.

Towards making its basic products affordable to all, the company introduced its value innovated SMART prepaid

service that became an instant success and a solution that attracted close imitations by some of the competition.

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Upahara, designed by Mobitel for greater inclusivity of the State sector, clergy and pensioners for their general

communication needs was yet another innovation that had in excess of 500,000 subscribers adopting the product

within the shortest time span.

To make its products more conveniently and readily accessible by customers, the company reached beyond the

traditional distribution channels to the extent of bringing the product to the doorsteps of customers using the

services of the general postal system. Towards ensuring that the benefits of ICT technology enjoyed by the

developed world are similarly available to all Sri Lankans, Mobitel took a huge leap into the future by investing in

the latest 3.5G HSPA high speed technology.

The company was the first in South Asia, and among the first ten in the world to invest in this technology. In

hindsight success of that decision is reflective of the company's insights into the future of Mobile and Broadband

technology and the ability of Mobitel to be the catalyst in delivering cutting edge technology and bridging the ICT

gap in Sri Lanka.

Sri Lanka is a great example of how HSPA can make broadband services much more widely available in countries

where fixed lines are scarce. Now Sri Lankans will be able to use HSPA to both download and upload at high

speeds, putting their country at the cutting edge of the global mobile broadband market." - Alex Sinclair, Chief

Technology Officer - GSMA (Source: SLT Annual Report 2007)

At present, Mobitel covers 98 percent of the population and of that 70 percent is 3G enabled.

With the return to normalcy, plans are under-way to expand 3G coverage by the company in the north and east

regions in the immediate term so that the peace dividend could be equitably shared. As overall cellular penetration

boarders 80 percent in Sri Lanka, fast closing the gap with developed economies, Mobitel outpaced the industry

and achieved many other feats.

Between the years 2005 and 2009 the company recorded the fastest growth rates in both subscribers and

revenue. Subscribers grew by a phenomenal 68 percent per annum, from a base of 393,000 in 2005 to 3.8 million

in 2010, compared to an industry subscriber growth of 44 percent. Revenue, for the same period, has grown from

Rs 3.5 billion in 2005 to an estimated Rs 20 billion in 2010.

Such growth in subscriber base and revenue was achieved by also a carefully executed strategy based on value

innovation and brand building through service excellence. Mobitel received many international and national

accolades, awards and high ratings for its commitment to customer service, innovation and quality.

The SLIM Brand Excellence Gold Award in categories of Best New Entrant for the Year and Service Brand of the

Year, in 2010, and the Excellence in quality, Engineering and Business and customer satisfaction according to

independent rating are just two examples of such recognition. Mobitel is also the Team Sponsor of Sri Lanka

Cricket.

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6.2.2 DELIVERING A KNOWLEDGE RICH SOCIETY

Mobitel, as a national minded corporate entity, remains dutifully committed to fulfilling its role of helping realize the

many ambitious goals for the country. Mobitel is buoyant of the future and is cognizant of potential Sri Lanka

possesses to emerge as a regional power house.

As Sri Lanka races to become the Wonder of Asia, Mobitel will gear up to propel the country forward in the ICT

front, transforming the country into a 21st Century knowledge economy and leading the way in becoming an

infocomm and knowledge rich society.

6.3 IMPACT OF LIBERALIZATION OF SRI LANKAN TELECOMMUNICATION INDUSTRY ON THE

INDUSTRY, CONSUMERS AND EMPLOYMENT GENERATION

There are many studies done on the subject of liberalization and its impact on economies. Liberalization means

relaxation of government restrictions or regulations in the areas or boundaries in a country or an economy. The

main purpose of liberalization is to promote the private sector participation (local or foreign) in the economy as it is

believed that the private sector is more efficient than the public sector. Currently telecommunication industry is a

major service industry in Sri Lanka. Although telephone was considered a luxury good in the past, it has now

become an essential good in Sri Lanka due to several factors. Despite the fact that Sri Lanka embraced

liberalization in 1977, the telecommunication industry was liberalized in 1996. It was found that tele-density has

increased rapidly while average revenue per user declined sharply As a result of intense competition consumers

enjoy lower tariffs rates and value added services. An employment opportunity in the industry has also gradually

increased after the liberalization. In conclusion liberalization of telecommunication industry in Sri Lanka has had

significant impact on the industry, consumers and the employment generation.

Currently telecommunications industry is a major service industry in Sri Lanka. In the past telephone has

considered as a luxury good. Due to numerous factors such as expansion of the coverage of telephones, fallen of

the equipment prices, increase communications requirement among people, telephones bundle with the other

services (internet, TV, radio, camera, recordings) and dropped the usage charges currently it has become as an

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essential good in Sri Lankan peoples life. The subscriber base (penetration) of the industry has exposed an

upward trend in last few years.

As a result of liberalization the telecommunications market, the government monopoly for fixed telephony service

had been broken in 1996 since Suntel Ltd and Lanka Bell Ltd started operations as fixed telephone service

providers in Sri Lanka. Further during this period there were four mobile telephone service providers. However at

that time they were unable deliver proper competition for fixed telephony due to numerous factors such as high

equipment cost, low coverage, high call charges etc. When start the 21st century there were seven

telecommunications service providers played in Sri Lankan market as four mobile and three fixed lines service

providers. At that time telecommunications industry was a higher profitable industry in Sri Lanka. However from

2006 the call charges have shown a downward trend. As a result, 2008 and 2009 the industry incurring loss and

some service providers faced difficulties to survive in the market. According to the above facts it is questionable

how far the industry stability was safe guard by the liberalization. Thus, this study investigates how to effect the

liberalization for industry stability.

6.4 NO UPAHARA FOR FARMERS, FISHERMEN, STREET VENDORS AND TEA PLUCKERS NOVEMBER

7, 2008

One seemingly less important budget proposal made yesterday by President Mahinda Rajapakse – many might

have missed it – is the eligibility extension of the popular ‘low cost’ UPAHARA package by Mobitel to clergy and

employees of co-op societies. Only public sector employees plus retirees had the privilege before.

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No doubt, a private company, even a one with government hand in it, can offer special rates for a niche market,

which it finds lucrative. However, when that is recognized more as government policy, and spelled in a budget

speech, inevitably eyebrows go up and questions arise.

The most deserving beneficiaries of low cost teleuse are the poor – or the so called ‘Bottom of the Pyramid’ (BoP).

That we all agree. As LIRNEasia found from its previous Teleuse at BoP studies, contrary to the popular belief,

92% Sri Lankans in BoP use phones, though not necessarily own them. The ownership was 41% in 2006, but

certainly more now.

On a scale of 1-5 (1= worsened, 5=improved) BoP teleusers in Sri Lanka marked their perceptions of the ability of

a telephone at 4.58 to act in an emergency, 4.35 to build family and social relations, 3.98 to increase the efficiency

of daily activities, and 3.19 to earn more or spend less on their day to day activities. Bottom line: Telecom is not a

luxury for poor – but an essential part in their livelihoods.

So why doesn’t the government offer the advantage of low cost communication to the poor?

Most in the two newly introduced categories – clergy and cooperative society employees, just like most

government employees – do not fall to the two categories D and E – the bottom-most layers in the social pyramid.

They are placed at the top layers. They are not the ones who need financial support most. Is there any logic in

preventing a poor farmer the benefit of low cost communication which, for instance, the Secretary of the Ministry of

Finance himself enjoys?

Why support the better-off, ignoring the poor?

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7 RESEARCH RESEARCH AND DEVELOPMENT (RANTHARU)

7.1 MOBITEL IS INTRODUCING SENEHASE UPAHARA PACKAGE

Subsequent to the revolutionary launch of Upahara last year, Mobitel together with Sri Lanka State Trading

(General) Corporation (STC) is proud to announce the introduction of ‘Senehase Upahara'. This offer will enable

customers who subscribed to the Upahara package and customers who wish to acquire Upahara to receive 5

supplementary connections of "Senehase" UPAHARA and a special priced high speed internet package.

This latest offer will facilitate members within the 'Senehase' UPAHARA group to enjoy low call rates. The

package will further strengthen UPAHARA's aims of bringing mobile telephony within reach of hundreds of

thousands of State sector employees & pensioners based across the island by continuously driving down their

monthly expenses and gravitate towards more connectedness.

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7.2 MOBITEL RANAVIRU UPAHARA FOR SRI LANKA’S WAR HEROES

Sri Lanka Telecom Mobitel, launched the Ranaviru Upahara Priority Service, which will give Sri Lanka’s war

heroes priority at all Mobitel service outlets. In a pioneering effort, the National Mobile Service Provider stepped

forward to honor and pay tangible tribute to the country’s gallant heroes who sacrificed their lives to protect the

sovereignty of the nation and the freedom of its people.

The Ranaviru Upahara Priority Service counter will be available at Mobitel customer contact points, offering an

easy and expedited process to all armed forces personnel. Mobitel’s 24 hour customer care hotline will also offer a

special service to these armed forces giving priority attention and service at all points.

Chairperson, Sri Lanka Telecom and Sri Lanka Telecom Mobitel, Leisha De Silva Chandrasena, speaking on the

company’s priority service for war heroes said “the Ranaviru Upahara Priority Service is a small step in the way of

honoring our national heroes. Nevertheless we were determined to reach out and show our appreciation to them

because they have placed their country first, sacrificing everything in the battlefield and hence deserve priority

service upon their return.

Suren J. Amarasekara, Chief Executive Officer, Sri Lanka Telecom Mobitel said, “As the National Mobile Service

Provider, Mobitel was determined to pay tribute to our war heroes for their valiant and tireless efforts towards

fighting for freedom in our country.

We hope that our soldiers will gain from this service and we at Mobitel will strive to make every endeavor to offer

all Mobitel services and products, hassle- free and efficiently for their benefit. This effort is in line with Mobitel’s

brand promise of ‘We Care. Always’. Once security forces personnel produce their relevant identification, Mobitel’s

special customer care officers will personally attend to their needs and requirements and provide expedited access

to the mobile operator’s full service offering.

Mobitel Ranaviru Upahara Priority Service will be available at all Mobitel contact centers and selected outlets

located island wide including the Mobitel flagship store in Colombo 02. This pioneering endeavor is yet another

responsible effort on the part of Mobitel, who stands committed to build a dignified or ‘Vadagath” nation.

Sri Lanka Telecom Mobitel, the National Mobile Services Provider, is a wholly owned subsidiary of Sri Lanka

Telecom. In January 2004, the company launched its fully-fledged 2.5G GSM network that is EDGE/GPRS

enabled and designed to operate on dual band.

In December 2007, the company launched its 3.5G HSPA network – the first Super 3.5G network in South Asia.

Investments committed to date in the 3.5G/2.5G networks and service offering amounts to over US$300 mn. The

company plans to increase its number of base stations to 2000 by the end of 2009.

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7.2.1 MOBITEL CELEBRATES THIRD ANNIVERSARY OF ‘UPAHARA’ - SATURDAY, 21 JANUARY 2012

The national mobile service provider Mobitel will be rewarding three privileged Upahara customers with houses

worth Rs. 4 million each, in celebrating the third year anniversary of the launch of Upahara in 2008. The Upahara

package was specially designed for State sector employees and pensioners in recognition of their vital service to

the nation and provides its users with many exclusive benefits that are unparalleled within the industry.

8 COST CUTTING FEATURES ( API)

9 COLLABORATION AS A SOURCE OF INNOVATION

10 SALES AND MARKETING ( VIRAJ)

11 FINALLY – MOBITEL UPAHARA AND INNOVATION

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16