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SUSTAINABLE MARKETING PRACTICES – GRAMEENPHONE

 

On 26th March 1997, the first call from the Grameenphone mobile network was made to Laily Begum, owning mobile connectivity situated in one of the villages like many in Bangladesh. That call was a message to the world about how a service can build a sustainable society by bringing real empowerment to the people who really need it. Going to the root of removing inequalities while empowerment and freedom are in question. That was the start of Grameenphone being part of Telenor Group, a Norwegian Telecom giant in which the empowerment of societies was deeply ingrained.

27 years have passed, and our technology and network infrastructure have evolved from 2G, 3G, and 4G to 5G. Grameenphone has grown to have more than 84 Mn customers, but what remains unchanged is Grameenphone’s commitment and passion towards empowering societies and the people of Bangladesh. While the business grows, our responsibility to create more value for our customers, shareholders, and society remains our top priority.

Since its early years of operation, Grameenphone has had its unique way of being with society and people’s hearts, not only with its amazing service that empowers and also its strong ties with every historic moment, every cultural event and everything that is precious to the people of Bangladesh. It has connected to the roots of the history & culture of Bangladesh with its many creative initiatives. Grameenphone has always intended to inspire the people by rejuvenating the patriot in every Bangladeshi and driving inclusive development of people of all genders, colours, and sectors who can hum to the same song একটি বাংলাদেশ! GP believes, it is this spirit within every Bangladeshi that inspires us to dream big and achieve success. Cholo Bangladesh theme was created by Grameenphone to highlight Bangladesh’s success across diverse sectors. Be it our enthralling cricket, young students who are tomorrow’s leaders, gruelling workforce contributing to the economy, our footsteps towards a sustainable Bangladesh. Grameenphone is a constant supporter of the passion within every Bangladeshi, the patriotism that can motivate each person to achieve great things for the Nation! We believe that the power of connectivity & technology combined with the passion within can change people’s lives and help them realise their dreams.

Grameenphone’s mission has always focused on the enablement of the rural people of Bangladesh. The brand believes that providing information access to rural people can help to bridge the digital divide that can alleviate poverty. With this intent, back in 2006, the Community Information Centre concept was brought, and 500 CICs were set up in 450 Upzilla of the country. Grameenphone has also engaged the young population in masses to understand the constructive usage of the Internet with national outreach programmes I-gen and Internet Uthshob in schools across the nation!

With the evolution of technology and the digital lifestyle, Grameenphone has sharpened its focus on making the journey towards the unknown safer and more enabling. As the biggest internet service provider in the country, it took pioneering responsibility to ensure a safer online experience for children and young people. Its online safety content has trained over 2.3 million children, parents, and teachers and GP’s national campaign educates over 25 million people to be aware of how to be safe in the digital world. It has deeply engaged in dialogues with various stakeholders and policymakers to build a safe internet for all. It has been 10 consecutive years since the brand has been associated with this online safety awareness journey.

As a continuation of building a more sustainable society in the changing digital world, Grameenphone launched the GP accelerator program in 2015. Yet another pioneering initiative that has been followed by many in subsequent years. GP has never deviated from its core of existence while the Global Pandemic has hit hard; as a response to the post-pandemic initiative to engage and enable the youth of Bangladesh, Grameenphone has joined hands with the government through the private sector platform created by UNDP.  The program named FutureNation is a first-ever PPDP (Public, Private, Development Partnership) alliance between the UNDP, Grameenphone and Government Agencies, including BIDA as host, to drive this collective effort to create decent work and entrepreneurship opportunities for the youth. Ambition is to enable 1 million youth to have economic opportunities over the next 5 years. Inclusiveness is at its core while designing the programs.

Grameenphone Academy has been launched, especially focusing on career readiness and 4IR skills for graduating students, in collaboration with Cisco Net Academy. Since its launch in May 2022, Grameenphone Academy has 13,000+ students enrolled and completing certification in different skills courses, including Career Readiness skills, Entrepreneurship skills, Cyber security, Introduction to IoT and Python programming skills.

Grameenphone believes in empowering communities through its core services and looks beyond to ensure no one is left behind. Thus, Deep Sea Network coverage was introduced to make a positive impact on the lives of vulnerable communities like fishermen, for whom finding a network in the middle of the sea can be a lifesaver. The brand is enabling the community of freelancers in remote villages like Modhupur, where network and connectivity are critical needs for a freelancer community that has evolved there. This is how Grameenphone always goes back to the core of its starting point and progress, growing along with the community no matter where they are.

Standing today in 2024, while the world is looking forward to the Cop29 debate and dialogue to save the world for the next generations, Grameenphone has joined forces with many others to raise awareness of youth in Bangladesh and abroad to take collective action against climate change. There is a forecast that unless we take action to reduce emissions, around 17% of Bangladesh will be submerged by rising sea levels by 2050. Grameenphone has pledged to actively contribute to taking climate action. We have set a target to reduce 50% of CO2 emissions by 2030 compared to the 2019 level and are deploying enhanced sustainable solutions for an energy-efficient and environment-friendly network, focusing not only on the reduction of carbon emissions but also the creation of employee awareness to reduce wastage and adoption of green practices.

A brand is sustainable when it solves the problem that society faces and makes society self-sustainable through its core service, not only through its values, behaviours, and engagement with the various facets of life. Today, Grameenphone is present in every household in Bangladesh. Grameenphone’s work and mission are stitched into the fabric of the nation. As business evolves and grows, GP’s intention remains to ensure the growth of societies, their empowerment, protection and giving back to the people of Bangladesh. GP’s commitment is to do business in a responsible and sustainable way that helps create value for its people, shareholders and society, as well as empower and sustain the world for future generations.