Strategic planning to overcome organizational challenges

1. Principles of Management
The Future. Today

2. Outline
Problem Background
Present Situation
Company Introduction
Solutions & Implementation

3. Company Introduction
 Evolution of Telecommunication Industry
 Current Competitors in the Industry
 Introduction to Dialog Axiata PLC
 Current Market Analysis for Dialog
 Internal/ External Analysis for Dialog

4. Evolution of Telecommunication Industry
1989
Celltel was Launched
1993
Mobitel was Launched
1995
Dialog GSM was
Launched
2002
Mobitel became a subsidiary of SLT
2004
Hutchison was Launched
2007
Celtell was rebranded as Tigo
2009
Etisalat acquired Tigo
Bharti Airtel was Launched
2010
Tigo was renamed as Etisalat
2013
Mobitel & Dialog launched 4G network

5. Current Competitors & Market Share
Source: ITU Regulatory Snapshot: Sri Lanka, 2012,
http://www.itu.int/net/newsroom/GSR/2012/reports
/reg_snapshot.aspx

6.  A subsidiary of Axiata Group Berhad (Axiata)
 Sri Lanka’s largest Foreign Direct Investor (BOI)
 Products and services
• Mobile Telephony Voice / Fixed Telephony Voice
• Mobile Broadband and Internet / Fixed Broadband and Internet
• Devices
• International Services
• Mobile Commerce
• Digital Health, Digital Education and Other Digital Services
• Infotainment
• Enterprise Solutions
• Infrastructure Services
Dialog Axiata PLC
The Future. Today

7. Company Structure

8. Porter’s Five Forces Model for DialogPorter’s Five Forces Model for Dialog
Porter’s Five Forces Model
Current Market Analysis for Dialog

9. SWOT Analysis for Dialog

10. Problem Background
 Consequences of Weaknesses
 Consequences of Threats
 Submarine Cable
 Why Planning was delayed

11. Consequences of Weaknesses
 Higher customer complaints
 Increase of number of complaints
year by year
 Increase of smart phone – 115 out of
100 people & 5 M out of 4 M people
 Empowered customer and business
 E-Commerce and Social Media
2014 2015
5000 7500

12. Expensive
Slow Speed
Weather
Capacity
Fair Access Policy
Repairing Difficulties
 Limitations of satellite system

13.  Satellite Communication only with 255ms both uplink
and downlink
 Voice data transferring is not successful (e.g. Viber,
Whatsapp calls, Skype discussion)
 Satellite suffers from propagation delay – (Distance
from Earth to the satellite)
 Limitations of bandwidth

14.  Sri Lanka’s fiber optic backbone project of SLT, which was
launched in 2011
 SLT upgraded its network to next generation technology
 Dialog into hiring service from SLT due to
• Retention of Customer
• Retention of market position
• Prevent the threat to competitors
• And to be the best service
provider in SRI LANKA
 Dependency

15.  Dialog used SLTL cable system where the company
paid USD 45 million for a link.
2014 (Rs
Billion/year)
2015 (Rs
Billion/year)
2016 (Rs
Billion/year)
0.65 1 Expected 0.25
 Low profits

16.  Highly increasing Smart Phone usage
 Increase in the internet usage
 Declining of Fixed connection
 Increase in the usage of
Smart phone
 Increased usage of online
shopping
 Social Media
 Faster technological improvements
Consequences of Threats

17. How to Overcome the above issues?
Answer - Submarine cable
It’s first laid down in 1850 by John Watkins Brett.
Team including Dialog invest USD 240 Million on this project
Commitment to deliver the fastest and most
advanced telecommunications technology
Empower Sri Lankan consumers and businesses
Power of high speed connectivity
More capacity (Can offer lease-line external
customer)
Submarine Cable

18. Why Planning was delayed
 Feasibility of project is not up to the expected ROI
 Delay of planning (Rejection of international planning division)
 Delay of TRC approval for
Fiber Cable

19. Solutions & Implementation
 Importance of Planning
 What Dialog Planning Team Did?
 Maintenance of Results

20. Importance of Planning
 Planning in Dialog
Industrial Leader needs to have a clear view in future goal
• Need to survive in the market
• To give better service
• Technology Revolution
• Inter relationship with organizing, Leading and controlling
• Acceptance of international planning division
• TRC approval
The Future. Today

21. Strategic Plan
• Need to implement own Submarine Cable
• Need Big Investment
• Need Partners
What Dialog Planning Team Did?

22. • 8004 KM
• 6 - 55 TBps
Team
General Manager - Service and Network Planning
Senior Manager - Broadband Network - Services and Network Planning
Chief Manager - Analytics, Core Network and VAS Planning
Unit Manager - Mobile and International Network Planning
Senior Manager - International and Enterprise Service Operations
Unit Manager- International Data Solution Operations
Assistant Manager - Subsea Cable Systems and ITMC Operation
Team Meetings
Biweekly Meeting And Review The
Process
Monthly Con-Call Meeting With All
partners

23. Bay of Bengal gateway (BBG)
 Alcatel-Lucent
 Fujitsu
 Global Marine
 Deep ocean
Quotation from cable laying companies
Why We Select Alcatel-Lucent
More than 150 years of submarine
cable system experience
More than 550,000 km of cable laid
More than 300,000 km of cable under
maintenance
Mother company has better
relationship with Dialog
Reliable cost

24.  Busiest Commercial Shipping Line Goes In Malacca Bay
 Cable damages can happen and avoid this issue, cable
landing station move to another area.
 In 2008 & 2011 SEA-ME-WE 3 & 4 cables are damage and
internet disruptions and slowdowns for users in the South
Asia and Middle East/UAE
During the Implementation – Issues & Solutions

25.  Big Sea Bed Rock Located In Mount Lavinia
 Used special tapping system and Tap the cable on the rock,
because we didn’t destroy the natural environment
 Using special digging machine and cross the railway track without
any service issue

26.  Syrian Pirates Attack
 UAE forces are agreed to give their members with arms to protect the
cable laying vessel

27.  24*7 monitoring system
 Cable maintenance will do Alcatel by lower cost
 Alcatel Vessels are always located in worldwide main harbors
and can reach damage places very quickly
Maintenance

28. Present Situation
 Benefits of BBG Cable
 Success Stories
 Current SWOT
 Importance of Planning and SMART

29.  Convenience & Linkage
 Durability
 Reliability
 Environmental Impact
 Ability to generate future profits from various paths
Benefits of Submarine Cable

30.  Current ability to deliver over 6.4 Terabits per Second (Tbps) can
be further expanded to 55 Tbps into the future.
 Customer complains have decreased by 53.33% over a year.
 Dialog has been able to hire the cable for connection facility to
Lease Line customers (Corporate Customers) such as LEARN,
TATA, ORANGE, VERYZONE…etc.
Year 2015 2016
Complaints 7500 3500
Success Stories

31.  Awards won by Dialog in the year of 2016 with respect
to the implementation of the submarine cable project.
 GSMA – Global Mobile Awards
Best Mobile Network Solution for Serving Customers
 GSMA - Asia Mobile Awards
Outstanding Contribution to Asian Mobile Industry
 SLIM – Nielsen Peoples Awards
Telecom Service Provider of the year
Internet Service Provider of the year

32.  Strengths
 Competitive edge created over the connectivity
to the worlds’ largest server.
 Increased speed of data transfer.
 The minimization of operational dependencies.
 Weaknesses
• Limited linkage with nations and servers.
• Large investment on one
project.
Current SWOT Analysis

33.  Opportunities
• High potential in future expansion of connectivity.
• Ability to provide services to the competitors.
• Opportunity to streamline the strategic planning
process.
• The project has a positive net cash inflows over a very
shorter payback period.
 Threats
• The threat of damages to the cable under the sea.
• The Competitors investing on similar projects in the
future.
• Outdating the fiber cables
due to the technological
advancement

34.  Planning :
Planning is a management process, concerned with defining goals
for company's future direction and determining on the missions
and resources to achieve those targets.
Planning guides all the other management functions towards
achieving the organizational goals
 SMART Objectives
– S - Specific
– M - Measurable
– A - Achievable
– R - Realistic
– T - Time Bound
The activity by which manager analyze present condition to
determine ways of reaching a desired future state
Importance of Planning & Being SMART

35. Thank You !