ISM Coursework | COMP 1646 | BIT

Strategic Evaluation Consultation document for
Ooredoo Myanmar Ltd
“Launching Mobile Financial Services in Myanmar”
COMP 1646 Information Systems Management
001087806

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Table of Contents
Chapter (1) Introduction .........................................................................................................................3
1.1. Financial Performance ............................................................................................................4
1.2. Key Products and Services......................................................................................................5
Chapter (2) Strategic Evaluation - Situation Analysis............................................................................6
2.1. SWOT Analysis ......................................................................................................................6
Strength...........................................................................................................................................6
Weakness ........................................................................................................................................7
Opportunity.....................................................................................................................................8
Threat..............................................................................................................................................9
2.2. PEST Analysis ........................................................................................................................1
Political ...........................................................................................................................................1
Economic ........................................................................................................................................2
Social...............................................................................................................................................4
Technological..................................................................................................................................6
2.3. Customer Analysis..................................................................................................................7
2.4. Competitor Analysis ...............................................................................................................9
2.5. Collaborative partnership......................................................................................................11
2.6. Market Position.....................................................................................................................12
2.7. Image and Brand awareness in Market.................................................................................13
2.8. Future Plan............................................................................................................................14
Chapter (3) e-Marketing Strategy .........................................................................................................15
3.1. 4P Marketing.........................................................................................................................16
Product..........................................................................................................................................16
Price ..............................................................................................................................................16
Place..............................................................................................................................................16
Promotion......................................................................................................................................17
3.2. Online Marketing..................................................................................................................18
3.3. Offline Marketing .................................................................................................................18

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3.4. Impact ...................................................................................................................................19
Chapter (4) Legal and Ethical Issues ....................................................................................................20
Legal Issues...................................................................................................................................20
Ethical Issues ................................................................................................................................20
Chapter (5) Conclusion.........................................................................................................................21
Chapter (6) References .........................................................................................................................22
References.............................................................................................................................................22

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Chapter (1) Introduction
Ooredoo is an international communication company based in Doha, Qatar and it founded in 1987 by
Qtel Group, Qatar Public Telecommunications Corporation (Ooredoo corporate, 2018) (Ooredoo
Coporate, 2014) and operating across the North Africa, the Southeast Asia and Middle East.
Ooredoo Myanmar, a subsidiary of the Qatari Ooredoo Group. Ooredoo was one of the two winning
bidders in June 2013 which was granted a license to operate in Myanmar (Ooredoo Corporate, 2014).
The country is considered to be one of the last surviving telecom markets in Asia. Ooredoo received its
formal license in January 2014. It is committed to an investment
$15 billion towards the development of the telecom sector in
Myanmar (Maierbrugger, 2013). The company is known to
provide a host of services like cellular, multimedia, mobile and
fixed telecom, data communication, con calls, call transfer and
forwarding, internet, and so on (Ooredoo Corporate, 2015).
Before the year's over, the quick system rollout stretched
around 50 percent of the population in Myanmar and in excess
of 2 million customers. (Ooredoo Corporate, 2014). Ooredoo
aimed to cover 75 percent of the population in Myanmar within
the next five years (Gonzalez, 2014). To achieve its aim, the
company works according to strategies which are focused on
bringing next generation technology to the country, putting the
client at the heart of its operations and encouraging community
involvement. The Ooredoo company’s mission is to empower
its customers in ways that are personal and different. It aims to
provide the best internet services, glitch free connectivity and
on the whole a unique digital experience which would enhance
lifestyles (Ooredoo Corporate, 2018).
Fig 1. (Ooredoo Corporate, 2016)

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1.1. Financial Performance
Ooredoo Myanmar’s financial performance figure is demonstrating from 2013 that started year in
Myanmar until 2016 in Millions, QR currency. The revenue margin is going up yearly especially in
2016 because Ooredoo Myanmar launched 4G service as a very first 4G service provider in 2016. To
read clearly its figure, shown with linear trendline.
EBITDA is up to a negative (356.58) in 2014 but it reduced the negative margin to a (9.50) in 2016, it
is a good and lost figure is less than the last years and it almost neutral.
CAPEX, there are some investment for the required some physical assets in the first years, after these
in 2015 and in 2016 there are less investment on physical assets as the country already established and
no plans to expand location and didn’t invest on the business assets.
Fig 2. (Ooredoo Corporate, 2019) (Ooredoo Corporate, 2016)
0.00
188.70
1064.70
1469.90
1.80
1064.70
1330.60
810.20
(144.87)
(356.58)
(76.21)
(9.50)
(500.00)
0.00
500.00
1000.00
1500.00
2000.00
2013 2014 2015 2016
QRMillions
Ooredoo Myanmar | Financial Performance
Revenue CAPEX
EBITDA Linear (Revenue)

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1.2. Key Products and Services
Ooredoo Brand has a lot of key products and services like cellular, multimedia, mobile and fixed
telecom, data communication, con calls, call transfer and forwarding, internet and so on. It is offered
for both personal and corporate uses, please see Fig3.
Fig 3. (Ooredoo Corporate, 2015)
As a new telecom service provider, the Ooredoo Myanmar has launched only mobile SIM card in the
first year. Ooredoo Myanmar launched “MayMay” application that is a healthcare system for women
who is during pregnant and after pregnant (Ooredoo Corporate, 2014). In 2015, Ooredoo Myanmar
launched additional new services, it included B2B fixed line, post-paid service, and subsidised 3G
mobile phone (Ooredoo Corporate, 2015).
Total words count of Chapter (1) Introduction is 535

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Chapter (2) Strategic Evaluation - Situation Analysis
2.1. SWOT Analysis
Strength
1. Fast customer growing in developing markets
Ooredoo Myanmar raked QAR 1 billion
($292 million) in revenues amounting to a 3
percent of total consolidated revenues for the
fiscal 2015 and achieved new customers
3582 (in thousands), 161 percent, please see
Fig. 4. In the face of competition provided by
Myanmar Posts and Telecommunications
(MPT), the company managed to acquire 5.8
million clients by adopting a new mass
market approach. This was a noteworthy feat
in terms of user acquisition rate (Ooredoo Corporate, 2015). Moreover, Ooredoo Myanmar network
covered 78% percentage of the population in 2015 (Ooredoo Corporate, 2015).
2. Attractive promotion that over the competitor
Ooredoo sells the SIM card with 1500Ks and MPT also sells with this price. But Ooredoo offer the
attractive promotion after buy the Ooredoo SIM card like value service added. Example: Ooredoo SIM
card users who top up K3,000, inside the following 30 days, will get 1,000 extra minutes with perfectly
clear voice calls to their loved ones on the Ooredoo organize. Moreover, Ooredoo to Ooredoo SIM can
be sent up to 1000 messages will be included (Myanmar Business Today, 2014).
3. Powerful brand positioning
Ooredoo knows what the consumers in Myanmar want and build their brand structurally before and
after they launch officially. Ooredoo sells the SIM card with 1500Ks by limited sale and MPT also sell
with this price. Ooredoo reached 1 million customers within three weeks and the SIM cards are shortage.
The offer of moderate SIM cards has been fervently anticipated by the new customers (Ooredoo
Corporate, 2014).

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4. Major investments in Myanmar’s market
Ooredoo Corporate owned 100 percent shares of Ooredoo Myanmar. Ooredoo’s investments in
Myanmar are consistent with the increasing revenue and customer growth reported in the country. The
investments act as a source of support for the market. The diverse range of services provided by the
telecom giant accelerates the development of Myanmar along socio-economic lines. Its services allow
better communication between businesses, corporates, firms, organizations and also individuals
(Ooredoo Corporate, 2015).
Weakness
1. Quick expanding
During the three weeks Ooredoo reached 2 million customers. Everyone are waiting to buy second bath
sale in Myanmar. It means the brand positioning has been succeeding for the first step. But if the sale
target is reached or shortage the SIM card, the black market might be growth like emerging market,
Myanmar (NYUNT, 2014). The network signal might be lost and speed might low or unstable due to
rapidly expanding the network coverage, In the meantime the customers will be complained the issues
and unsatisfied on the services (COMMS UPDATE, 2014).
2. Do not support 2G mobile phone
Ooredoo supports only 3G network and has plan to launch 4G in future. It is a good future plan and
very good for the Myanmar people. But some of the customers in rural areas who were not keep in
touch with smart phone and technology hard to use the 3G service provided Smart phone. Elder people
in Myanmar also not keep in touch with technology things and they are hard to educate regarding the
technology like how to use smart mobile phone, and so on. This is a weakness when compared to the
major competitor, Telenor, who will launch officially in 2016, Telenor. The Ooredoo network may not
gain on rural regions.

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Opportunity
1. Partnership offer
In 2014, Ooredoo Myanmar proceeded 78 percent in 22 cities/towns and continued quickly roll out the
3G network coverage around the country. Ooredoo has to offer partners and deal to roll out rapidly the
3G network. So Ooredoo can be expanded the network coverages at the same times around the country.
In 2015, Ooredoo offered to partnership for Fibre network and Tower sharing or installing (Ooredoo
Corporate, 2015).
2. Tiger G7 programme
In 2015, Ooredoo Myanmar launched Tiger G7 programme it included Mobile phone and handset G7
with cheap price around US$ 10 and 15 which competitor did not create like this programme never
(Ooredoo Myanmar, 2015). The mobile is keypad mobile but support 3G service which will be
competed with 3G smart phone and elder ages and users in rural area who does not keep in touch with
technology will be benefited. The programme is not expensive and even lower salary bunches of people
chance to buy the cell phones (Ooredoo Corporate, 2015). Moreover, the new customer also will be
increased because of this new promotion.
3. Investments for migration industry
The telecommunication sector in Myanmar needs to update its infrastructure regularly keeping in mind
the fast-changing technology. This creates a constant demand for capital investment. To keep up with
the pace of evolving technology is of prime importance to the telecom sector as it proves to be a point
of comparison in the market today. With its outstanding credit ratings and remarkable growth, Ooredoo
is bound to attract venture capital which in turn can be used for its expansion (Ooredoo Corporate,
2015).

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Threat
1. Fierce competition with pressures
The popularity of the telecom industry and its
immense digitization, has led to an increasing
development of a diverse range of offerings.
Competitors are crossing swords in their strife
to increase their market share vis-a-vis
maintaining a pool of loyal customers.
According to Ooredoo Case Scenario, Telenor
had more than 150 million clients around the
world. Telenor (a Norwegian company) has a
20.5 percent market share as opposed to Ooredoo’s 13.3 per cent, 2014 end Q4 (Osmotherly, 2015).
2. Second awarded telecom firm confirmed major competitor
In May 2015, Telenor Myanmar partnered with Facebook to carry Net Monday to Mawlamyine. Net
Monday is a monthly discussion forum to advance a rich discourse on points pertinent to the developing
computerized and online network in Myanmar. Every occasion unites a board of neighbourhood and
universal topic specialists to talk about and banter explicit subjects important to local web developer,
bloggers, IT experts, and delegates from nearby or worldwide Internet and innovation organizations
(Telenor Myanmar, 2015).
Telenor Myanmar’s avenue cannot win to Ooredoo Myanmar but Telenor’s mobile subscriptions are
reached 13.7 million at the end of the year 2015, it was over the Ooredoo mobile subscriptions volume. It
is a negative impact to Ooredoo business and its fierce condition (MYUNT, 2015).
3. Major competitor is ready to launch mobile financial service
Telenor Myanmar is propelling a portable financial contribution in organization with Yoma Bank. It is
taking into account that lone 6% of Myanmar's populace approaches a ledger, the service is planned for
permitting the unbanked access to fundamental money related exchanges. As the Central Bank of
Myanmar has not given rules for leading by telecom company mobile financial service, Telenor and
Yoma are sitting tight for explanation on this front. It means Telenor Myanmar is ready to launch the
mobile financial service in Myanmar. It is a biggest impact to Ooredoo Myanmar that Ooredoo
Myanmar also planning to launch in 2015 and that is still planning by Ooredoo Myanmar’s CEO,
Cormack and Digital Service Senior Director, Gorman (BARTON, 2014).

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2.2. PEST Analysis
Political
1. Challenging political and business environment in Myanmar
Since Myanmar’s independence from the British rule, several armed organizations and groups claim to
represent the true interests of ethnic minorities in the country. Especially the Ministry of Burma
(Myanmar Army) controlled the country starting from 1988 until 2011. In November 2010, the
government held election and transformed to “Republic of the Union of Myanmar”. Seven days after
Daw Aung San Su Kyi was prevented from the election list and U Thein Sein who is a previous General
won the election and become President in March 2011 (BTI, 2014). During these years the SIM card is
cost USD 3000 and U Thein Sein promised he will distribute the SIM Cards around the country with
low price and he will reform the telecommunication and ICT sector, he is under control by military or
not he did the best. In 2013, SIM card price costed 200000KS (200USD) and it was reduced 99%
(THIHA, 2013). In 2013 U Thein Sein against the corruption and removed mister and twelve officers
in Telecommunication ministry. In 2011, the Law passed Telecom Operator Tender to apply from
foreign investment. Ooredoo and Telenor awarded to provide telecom service in Myanmar in 2013
(ReliefWeb, 2013). The government published the Telecommunications Law in Oct 2013 before foreign
investor launch their brand officially (The Pyidaungsu Hluttaw, 2013). As U Thein Sein wants to growth
the Telecom sector, telecom operators can invest for their brand and cooperate with government in
Myanmar. The next General Election will be held in October or November 2015 and there might be
more developed in future.

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Economic
1. Economy Review and GDP
The foreign direct investments (FDI) are increased in Myanmar and most of the investors are invested
in hotel business. Its 354 million invested between the April and November 2014. Tourist arrivals in
2014 is 3.5 million and increased 75% when compared to last year and 1.14 billion earned at the end of
year 2014 (MOHT, 2014). After the government changes in 2010-11 situation, the tourism Industry was
growth and might be growth continue in the next years (Oxford Business Group, 2015).
The Myanmar government accepted the banking licenses for 9 foreign private banks. But some of the
services and authorise are very limited and restricted (Oxford Business Group, 2015) which are created
since in 1990 Myanmar FIL (Financial Institutions Law) some remain to change/update. Examples:
The FIL doesn’t allow the private banks to lend farmers and cultivators. A prohibition on bank's loaning
for terms of over one year (Turnell, 2014). Additionally, there is not much compete microfinance
companies yet.
In 2014, Myanmar GDP was USD 63 billion, increased 8.2 percent and last year was 7.9 percent. It
ranked as 73 within 196 countries (Countryeconomy.com, 2015). However, there are some risks for
economic sector growth in Myanmar it increasing domestic revenue and decline of Myanmar kyat it
was decreased over 20 percent after April. In 2014, the trade deficit raised more than $ 3 billion.
According to some estimates, inflation is above 7% (Oxford Business Group, 2015). Be that as it may,
the year likewise brought difficulties, which added to a broadening in the exchange shortfall as the
nation depends vigorously on imports to help soaring residential interest.

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2. Stoppage fears in the economy around the world
The eventual success of Ooredoo depends on the economy of Qatar and Myanmar. The Qatar economy
is known to be highly dependent on its oil and gas sector. The dynamic nature of oil prices is a cause of
concern. Crude oil prices have undergone several revisions over the span of the last 4-5 years after
attaining an all-time high in 2013-2014. The reduction in prices of crude oil spells bad news for the oil
and gas exporting countries in the Middle East, including Qatar. This has led to a reduction in new
investments and projects being delayed indefinitely resulting in a depression in the economy.
Subsequently, it will mean that Ooredoo will not be able to easily raise funding in its home country and
may delay projects in its secondary markets such as Myanmar (Breul, 2016).
Fig. 6. (Breul, 2016)

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Social
1. Needed upgrading Employee life
According to the 2014 Myanmar Population and Housing Census Report (Ministry of Immigration and
Population, 2015), mobile subscribers in Myanmar is 32 percent and home internet user is 6.20 percent
of the population. Landline telephone price is extremely reduced and the percentage is lower to 4.8
percent since the mobile network is start developed. According to research, the female percent is more
than Male, and nearly 90 percent of the population is literate and most of the people are teenagers and
no work. People want to get regular income and the employee life. If even people are qualified and
occupied any job, mostly the salary may not cover their family costs. Some of the employers were
forced to work which are outside the labour law. Most of the employee does not know the labour law
and some do not follow even they know. However, there need to upgrade employee life and consider
becoming qualified employees when compared to the global standards level.
2. Favourable demographics for telecom sector
Myanmar is considered to be a young nation. Studies suggest that over 40% of the population is below
25 years old. This indicates a demography which would be keen on formalization and digitization of
the economy countrywide. This in turn would help the telecom sector grow and open up several
opportunities for companies like Ooredoo.
3. DFS and Telecom
The popular distrust towards banks in Myanmar opens up opportunities for alternatives to take lead.
Digital financial service (DFS) is one such example that would help enable financial inclusion of all.
The cell phone is an item we see almost everyone use on a daily basis; this allows the phone to be a
perfect option to bring financial services to those who do not have bank accounts. According to 2014
Global Findex, 20.6% of adults only who are over 15years old of ages in Myanmar operate accounts at
formal financial institutions (Elisa Minischetti, 2018). The remainder of individuals are accessible to
offer advanced money related types of assistance without connecting with the bank.

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4. Social media platform and mobile
There has been a rapid increase in online
content consumption via digital
platforms in Myanmar. In the meantime,
there are a lot Internet users increased
after foreign investors telecom operators
Ooredoo and Telenor start the business
in Myanmar. Most of the SME
businesses are created the Facebook page
rather than published an official website.
Irregularly prohibited in the nation until
just three years’ prior, Facebook flaunts
a solid 84% year-on-year development in Myanmar, one of the most noteworthy in the world.
In 2015, A mobile phone retailer said, "The vast majority of individuals who come into the shop need
Facebook. No one needs an extraordinary application for their inclinations. Simply look for your
enthusiasm on Facebook. Facebook is the Web." Similarly, as with others in the world, the individuals
in Myanmar are utilizing Facebook to get news and communicate with companions and arrive at more
extensive systems. They are using Facebook like Search Engine. Be that as it may, in the midst of the
nation's developing on the web development, it's essential to take note that under 20% of cell phone
clients are using the www. Estimates 10% people are using email. (Myanmar Startups, 2015)

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Technological
1. Everywhere cannot access the internet
Telecom service providers are launched and Myanmar people are also keeping in touch with some
technology especially using in mobile phone. Internet service for both personal and corporate are not
too wide and everywhere cannot access the internet. Some of the area can use mobile phone and
message service but cannot access the internet at the same place due to the expanding the network as
telecom players are just set it up in the country.
2. Online Digital Dangers
After enter the Ooredoo and Telenor, many people have mobile phone and using the internet daily.
Everyone can access the Internet with very cheap price when compared to military government
monopolies. Most of the customers doesn’t understand the basic knowledge of tech and don’t know
elementary concepts. There might be fallen into black hole if customers don’t aware on basic knowledge
of technology. Example: the customer using Facebook and click on a friend link without considering
this is real or fake, there may be risky if the link is created by hackers. Some of the things happening
are users didn’t consider it is real or not before he/she put the password on unusual credential login and
asking to authorize to do something. People in Myanmar need to educate the basic concept of tech to
avoid the digital impact of digital.
3. Connects women with technology in Myanmar
Women safety has always been an issue in developing countries. Keeping this in mind it is believed
that technology and innovations could help provide women empowerment on a large scale in Myanmar.
To achieve this Ooredoo recently held the Connected Women conference in Yangon in collaboration
with the mobile operating giant GSMA. It was the first of its kind. Experts in this conference
emphasized how the technological developments of the country could be used to provide women with
tools to empower themselves and to aid the nation’s growth (Myanmar Business Today, 2015).

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2.3. Customer Analysis
Most of Myanmar people used the internet only prepaid top-up system that are using dial up connection
based on telephone line it provided by Bagan Cyber Tech which is under military control but the
connection speed is maximum up to 52kbps. After that government permitted internet cyber café and
people especially young ages both males and females are using the internet like chatting and some
people are talking their family member who are working at foreign countries. At that time some website
is blocked for every user age levels and estimates over 25 years old are not using the internet usually.
After Ooredoo and Telenor coming to Myanmar, people are using the internet widely and freely, the
internet usage penetration test ratio is 9 percent on 53.9 million populations in 2015. There are active 5
million users, and 6.1 active mobile users. The social media website using rate is 7.3 million especially
via mobile application. Created Facebook user account rate is 73 million in Myanmar. The largest age
group usage of social media, Facebook, is between 20 and 29-year-olds, and male users’ percent 2.4
million and female user percent is 1.4 million, in this age group, males’ users are more than females’
users (Myanmar Startups, 2015). Most of the users communicate via mobile internet and computer
usage is very less than the mobile phone usage.
Fig 8. (Myanmar Startups, 2015)

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Fig 9. (Ooredoo Corporate, 2014) (Ooredoo Corporate, 2015) (Ooredoo Corporate, 2016)
Fig 10. (Ministry of Immigration and Population, 2015)
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
2014 2015 2016
MILLIONS Ooredoo Qatar vs Myanmar Customer
Headquarter Myanmar
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
1
MILLIONS
Communication device usage analysis
Mobile Computer Internet @ home

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2.4. Competitor Analysis
After government permitted foreign Telecom service providers, the telecom network is developed and
everyone can be used the SIM card with reasonable prices. In 2013, Both Ooredoo and Telenor are
started brand marketing before they launch officially in 2014.
Telenor Myanmar
While Ooredoo Myanmar starts launching the mobile network in August 2014, it seems Telenor
Myanmar is keeping a watch out circumstance, and results, and what are the market demand and
consumer needs in the country before they launch. Telenor Myanmar launched in September 2014 but
it is in Mandalay not the primary economic city.
Both started the year 2014, Ooredoo Income is over the Telenor Income. In the second-year 2015,
Ooredoo still over the Income rate, but Telenor Myanmar has reached 13.7 million subscribers and
Ooredoo subscribers are 5.8 million. It was over the Ooredoo subscribers rate and it was impressive.
Telenor Myanmar provides 2G service and the SIM card price is same with Ooredoo (1500Ks = USD
1.5) and other voice, message service price are also same with Ooredoo, but Telenor Myanmar most
focused on the rural area than the urban area (Telenor Myanmar, 2014), according to reaches (Ministry
of Immigration and Population, 2015) people from rural area rate more than the urban area, that’s the
reason why Telenor subscribers over the Ooredoo in 2015. Telenor Myanmar will be rolled out to
Yangon and Nay Pyi Taw cities after they launch in rural area and villages. In November 2014, Telenor
Myanmar made the partnership with Opera to get more web experiences for the Telenor’s customers
(Telenor Myanmar, 2014).
MPT (Myanmar Posts and Telecommunications)
MPT is a top runner controlling by government and established since 1884 and larger market shares
owned. There is no competition regarding to total subscribers to Ooredoo and Telenor as MPT is already
reached 51.91 million customers in 2015 (MYUNT, 2015). But the rest services and products like
package price, B2B, Other products are fierce within the three operators. In 2014, MPT planned to make
partnership with KDDI Corporation and Sumitomo Corporation from Japan. The partnership will start
officially in 2015, and starting building strategy, and It will be invested USD 2 billion. There is fierce
completion within the three telecom firms (MPT Myanmar, 2014).
Please see the customer and revenue analysis graph in next page for three mobile operators.

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Fig 11. (MYUNT, 2015), (Telenor Group, 2015), (Ooredoo Corporate, 2015)
614
52
5
14
293
6
0 100 200 300 400 500 600 700
Revenue
Customer
USDMILLIONS
MPT vs Telenor vs Ooredoo | 2015
Ooredoo Telenor MPT

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2.5. Collaborative partnership
1. Partnership with Apple Inc.
Ooredoo Myanmar made agreement sign with Apple Inc. in 2015 (Ooredoo Corporate, 2015). The
agreement is to deal with telecom service like buying the application in apple store will allow only
Ooredoo SIM card using. It was the first official partner for Apple and the competitor, MPT, didn’t
connect yet neither Apple nor other biggest companies. There will be reached new customers target
who are using iPhones.
2. Collaboration with StarHub and build the strategic partnership
Ooredoo Myanmar signed collaborative partnership with StarHub telecom firm. It is based in Singapore
and especially served fibre and wireless connectivity around the world. The StarHub firm will be served
international fibre gateway connectivity services to Ooredoo Myanmar. The two telecom firms made
agreement to work together arrange international private leased line (IPLLC), and handle the service
for example: IP-VPN over every telecom system, and utilizing each gathering's system reach and
aptitude in the relative countries. This agreement would be more benefited and will have stable
connection in the Myanmar (StarHub, 2015).

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2.6. Market Position
In the telecom industry, MPT is old and highest subscribers when compared to the new foreign telecom
firms. MPT is 52 million subscribers (MYUNT, 2015), and Telenor reached 14 million (Telenor Group,
2015), and Ooredoo reached 6 million in total subscribers in 2015. As Telenor is last runner but he takes
now 2nd
place and it would be critical risk.
But Ooredoo Myanmar win the financial rate when compared to Telenor Myanmar. Ooredoo Myanmar
earned revenue of 292.5 million and Telenor Myanmar earned only 4.8 million, MPT earned revenue of
USD 614.30 million for the fiscal 2015. Telenor Myanmar profit before income taxes is USD 79 million
and Ooredoo Myanmar is still losing as there launching 3G and planning to launch 4G. But the Ooredoo
Corporate has profit before income taxes of USD 721 million.
Fig 12. (MYUNT, 2015), (Telenor Group, 2015), (Ooredoo Corporate, 2015)
52
14
6
0
10
20
30
40
50
60
MPT Telenor Ooredoo
MILLIONS
Operator subscribers Comparison
MPT Telenor Ooredoo

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2.7. Image and Brand awareness in Market
Most of the people do not want to use MPT anymore as they are charged large amount for SIM card
and monopoly affairs. But Some are not considering for previous affairs and consider only to get the
best internet speed and reasonable price. Mostly Telenor is not facing bad impact from people in
Myanmar. Ooredoo has facing some bad impact from people who do not want to use muslin company.
However, these are not big impact to the business. Basically, people are recognising the Ooredoo brand
as “Red”.
In 2015, Ooredoo Corporate received 55 awards and Ooredoo Myanmar received 8 awards. They are
Best New Product of the Year awarded by Asia Pacific Stevie Awards, Best telecommunication project
by GTB Innovation Awards, and so on (Ooredoo Corporate, 2014).

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2.8. Future Plan
Starting from 2014, Myanmar people are used the mobile and internet service widely. Until 2015, only
3G network is available in Myanmar. Customers are want to have faster connection ever. In the
meantime, Ooredoo planning to launch the 4G service in Myanmar and expending their network that
ready to support 4G service. It intends to additionally contribute to extend the individuals of Myanmar's
entrance to fundamental correspondence benefits and advance the lives of millions additional
individuals in this key market (Ooredoo Corporate, 2015).
Moreover, Ooredoo Myanmar planning to launch which is need in the market that is “Mobile Financial
Service” and need to upgrade this DFS in Myanmar. It is a little bit compete with Telenor, Because
Telenor also planning to launch and partnership with CB bank. However, Ooredoo have planned for
both OTC and Mobile Wallet service.
Total words count of Chapter (2) – Strategic Evaluation - Situation Analysis is 3976

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Chapter (3) e-Marketing Strategy
Ooredoo Corporate focusing on the three core business lines, they are Consumer Mobile, Consumer
Broadband, Enterprise across three geologies (Middle East, North Africa, South-East Asia). The key
of Ooredoo Corporate’s strategies involved Convergence, Network Consolidation, and Efficiency
(Ooredoo Corporate, 2015). Ooredoo Myanmar focusing on offline marketing as telecom sector is just
developed and there is not much viewer for online marketing. However, Ooredoo Myanmar used online
marketing in Myanmar since 2013 both YouTube and Facebook.

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3.1. 4P Marketing
Product
As the very first promotion and become brand awareness, Ross Mark, CEO from Ooredoo Myanmar,
offered to their customers in Ooredoo services regions will be granted 900 minutes-free voice calls and
900 free instant messages to any telephone with Ooredoo number. For the different mobile operators,
90 free minutes and 90 free messages. At the hour of dispatch, inclusion regions incorporate the entirety
of Mandalay and Nay Pyi Taw and the greater part of Yangon. Moreover, Free Facebook and 20 MB
free Internet are included (Myint, 2014).
Price
As very first running foreign mobile operator, there is not much competition prices. Basically, calling
price, Message sending price, Data usage price for mobile SIM card.
Service/Product Operator Type Charge Type Price
Call
Ooredoo to Ooredoo Per Minute 25 Ks
Ooredoo to Other Operator Per Minute 35 Ks
Message Any per message 25 Ks
Internet Data per MB 25 Ks
(Myint, 2014)
Place
Myanmar is very less internet users before foreign operators, Ooredoo and Telenor. That’s why
Ooredoo advertising with billboard and stick the Ooredoo poster on the Train and Bus top which are
crowded area before and after launch officially in 2014. Moreover, Ooredoo Myanmar advertised on
local TV channel with short video clip what can give easily to the marketing message to the potential
customers. Currently advertising only in Yangon, the next destination will be Mandalay and Nay Pyi
Taw.

17 | P a g e
Promotion
As an advertising strategy, Ooredoo spent a partnership agreement to support MFF (Myanmar Football
Federation) every single national group in Myanmar including men's, ladies', and youth groups and
comes at a significant time as the national groups' outfits to play in the 27th Southeast Asia Games
(Myanmar Business Today, 2014).

18 | P a g e
3.2. Online Marketing
Myanmar is developing country and there is not much Internet users as the government is controlled
everything and some of the website are blocked by the government. Mobile phone market also played
by the government and it is extremely expensive before Ooredoo and Telenor coming. So, Myanmar
has not much Internet users and it is very less chance to reach marketing message to potential audiences.
However, Ooredoo published a 1.5minutes welcome video clip on YouTube from the Ooredoo
Myanmar Official YouTube Channel (Ooredoo Myanmar, 2013) since before they launch officially.
3.3. Offline Marketing
Ooredoo Myanmar adverting in everywhere which
are more crowed places in the urban areas. It is used
by Billboards, Stickers on Train and Poster on the
public transportation bus top. As Social Media
platform is not yet developed in Myanmar, this way
is the best choice to promote the Ooredoo product in
the urban area, especially in Yangon. Promoting on
social media will be next step after potential
customers reach the require usage level. (Zeitung,
2014)

19 | P a g e
3.4. Impact
Brand awareness is a critical point of a business, Ooredoo Myanmar invest monthly in the marketing
and advertising since 2013. Spending on MTT is very effective and most of the people are knowing
Ooredoo as call Red and everyone awareness on the Ooredoo brand because there have many football
lover and watcher. Moreover, Ooredoo Myanmar spent on Women health care app “May May” and
invest on some education sector.
As there are no many mobile ads viewers and don’t know what is mobile ads and online ads, Ooredoo
Myanmar spent on bill board, poster, and sticker around the Yangon city. That’s why revenue is
increased and earned USD 292.50 for fiscal 2015. Using with current marketing strategy is effective on
the business and should be continued this marketing strategy which is based on offline marketing.
Total words count of Chapter (3) – e-Marketing Strategy is 669

20 | P a g e
Chapter (4) Legal and Ethical Issues
Legal Issues
1. Regulatory framework and licenses for DFS providers
Ooredoo launched its own digital monetary service provider in order to tap mostly those who did not
have formal accounts in monetary institutions. For this purpose, every government provides a specific
framework according to which licenses are provided. In this case, the network operator is required to
set a firm “solely for the purpose of carrying out mobile financial services” with a minimum of 3 billion
as capital and then apply to the central body for a registration certificate to provide mobile financial
services. The application also needs to have a no-objection letter from the Ministry of Transport and
Communications in case of a mobile network operator. Once, the above requirements are met, a mobile
operator may soon receive its license (Elisa Minischetti, 2018).
2. Poor regulation enforcement concerns in Myanmar
The DFS sector in Myanmar is a recent development as of 2017. The Mobile Financial Services (MFS)
Law which regulates this sector came into being in 2016. The law has been accused of having several
loopholes namely, no access to interoperability and stringent requirements on C/I, C/O and P2P
amounts, as well as agent outlets. The law does not entail details about customer protection etc. either.
The stakeholders are of the view that the MFS law has not been effectively applied and that there are
several organisations that are or have been functioning without an MFS license. Another cause for
concern is that there are no serious punishments given to those who evade the law. This acts as a huge
discouragement for renowned companies such as Ooredoo (Elisa Minischetti, 2018).
Ethical Issues
1. Customer data breach highlighting ethical issues
Telco providers face an imminent challenge for data leakage or privacy breach from contractors,
employees and vendors. The customers’ data residing on CSP (Communication service provider)
environment contains substantial amounts of sensitive data. In 2015, an Ooredoo Myanmar employee
casually shared a customer's call log with a friend, violating her employment contract and Ooredoo’s
employee code of conduct. The Company needs to train employees, contractors and vendors about data
breach policies and increase awareness quotient on privacy and sensitivity of data. The telecom player
needs to tighten the noose around data leakage and wind up security measures to avoid losing customer
trust and goodwill (CATHERINE TRAUTWEIN, 2015).
Total words count of Chapter (4) Legal and Ethical Issues is 385

21 | P a g e
Chapter (5) Conclusion
Ooredoo Myanmar marketing strategy are very effective but if compare to other telecom firms, it need
to be consider will support also 3G service or not. Because the major competitor Telenor is over the
Ooredoo customer subscriptions rate.
There is a chance to hit Telenor and avoided lost to Telenor Myanmar, Mobile Financial service is a
chance to win Telenor but need to consider to serve 3G also easy to make transaction each other within
the Myanmar people. But need to wait and watch out Telenor Myanmar also how to launch the mobile
financial service. Moreover, People rate in rural area is more than urban area. If Ooredoo consider on
the part, more customer will be reached and more successes in the future.

22 | P a g e
Chapter (6) References
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26 | P a g e
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