Business consultancy project

Azercell products scope

In the environment of fierce competition in the telecom market, Azercell succeeded to maintain the leading position by expanding the services and products’ range offered to individual customers and businesses. The prepaid packages SimSim were provided to consumers in 1998 by Azercell for the first time on the market for obtaining the lowest market segment, economically bottom of pyramid subscribers. (Hollenson, 2014) An array of various prepaid and postpaid packages, daily and monthly data packs are offered by Azercell currently.
Azercell also launched different campaigns, such as Voice packages, Bonus Programs, and Cashback offer with Samsung devices. Moreover, Azercell integrated a new pricing strategy, and plenty of offers were presented for consumers’ attention. The strategy of diminished prices and provision of discounted campaigns, as well as free of charge services, contribute to the competitive strength of Azercell towards rivalry. Currently, Azercell is focusing on maintaining a market position through customer acquisition and retention management. Azercell was the 1st mobile operator in Azerbaijan, which implemented a Customer Retention Management system (CRM). The CRM system is being implemented by the telecom operators for assessing and determining customers’ demand, their preferences and satisfying their needs accordingly (Zablah, Bellenger, Straub, & Johnston, 2012)
Considering the upward tendency in data usage, Azercell realizes all the efforts aiming at facilitating data usage with various packs of GBs, meanwhile including SMS services and voice as add-on services. One of the Azercell’ s products, GencOl, was developed for consumers belonging to the young generation is focused on data consumption through different campaigns. (gencol.az, 2019). GencOl customers can take advantages of the discounted prices in the most different places and get affordable discounts in education programs, cinemas, restaurants and in other different places. Besides of all these actions, Azercell is also trying to implement global mobile trends in the Azerbaijan market by using extensive experience. Azercell included OTT communication applications to their product range. The new packages, together with traditional mobile services, provide subscribers with the usage of What’s App, Facebook, Telegram, Viber, YouTube, and Instagram usage. Customers pay fixed costs and get free of charge usage.
Also, there are plenty of Value-Added Services that create additional benefits for customers.

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  Payment and Balance
  

The processes of making payments and checking balance are simplified by MobilBank, money transfer, and online payment services. Mobilbank service simplifies the payment for mobile number bills, internet providers, and utility services

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  Call Management
  

Calls can be forwarded, banned and conference calls can be created by using the Call management service.

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  0 Balance Option
  

In the case of 0 balance, consumers have opportunities of taking credit or redirecting call expenses to the receiving side upon his/her approval.

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  Azercell Plus
  

Customers can read books, enjoy entertainment, music, mobile cinema, mobile television by using this value-added service.

Consumers can watch plenty of movies from different genres in their smartphones by using mobile cinema service. Besides, Azercell customers now can watch 150+ or 200+ TV channels by connecting Mobile TV service and downloading the application to their smartphones.
With the mobile data growth, 4G and LTE services become more widespread, and mobile broadband penetration as the pivotal factor influences the success of the company, Azercell motivates the customers by offering various packages: both fixed and various devices, such as Data packs, 3G and 4G MiFi and 3G USB. Mentioned devices and modems provide opportunities for using internet services everywhere at affordable prices.
Moreover, the new marketing strategy of Azercell is to sustain the horizontal expansion and bring digitalized services to the Azerbaijan market. The new logo of Azercell is “Create your digital world”. Azercell is planning to update the current services by adding new features and modernize the services and customer communication in the new digitalized way.
Along with the realization of the new strategy, the company position should be assessed from different perspectives by considering the market position and interactions with competitors.
Moreover, Porter’s five forces and SWOT analytical tools have been implemented for better analysis of the Azercell’ s position on the telecom market and estimation of the competitive environment to overcome the challenges and be prepared for the rivalry.

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