Assignment on Bkash with LEPESTC

1. COMPANY PROFILE
BKash Limited is a subsidiary from BRAC Bank. It was first originated in 2010 as a joint
venture between BRAC Bank Limited, Bangladesh and Money in Motion LLC, USA. In April
2013, International Finance Corporation (IFC), a member of the World Bank Group, became an
equity partner and in April 2014, Bill & Melinda Gates Foundation became the investor of the
company. The ultimate objective of bKash is ensuring access to a broader range of financial
services for the people of Bangladesh. It focuses to serve the low income masses of the country
to achieve broader financial inclusion by providing services that are convenient, affordable and
reliable.
More than 70 per cent of the population of Bangladesh lives in rural areas where access to formal
financial services is difficult. Yet these are the people who are in most need of such services,
either for receiving funds from loved ones in distant locations, or to access financial tools to
improve their economic condition. Less than 15 per cent of Bangladeshis are connected to the
formal banking system whereas over 68 per cent have mobile phones. These phones are not
merely devices for talking, but can be used for more useful and sophisticated processing tasks.
BKash was conceived primarily to utilize these mobile devices and the omnipresent telecom
networks to extend financial services in a secure manner to the under-served remote population
of Bangladesh.
By providing financial services that are convenient, affordable and reliable, bKash aims to widen
the net of financial inclusion. BKash wants to provide a solution for Mobile Financial Services,
built on a highly scalable Mobile Money platform, allowing the people of Bangladesh to safely
send and receive money via mobile devices. At present, its CEO is Mr. Kamal Quadir, and Board
of Directors include Mr. Shameran Abed, also the Chairman, Ryan Gilbert, Andi Dervishi, Mr.
Nicholas Hughes, Mr. ArunGore, Mr. Iqbal Quadir, Nihad Kabir, Mr. Kazi Mahmood Sattar, and
Mr. Selim R. F. Hussain.
Benefits
Bkash, as a mobile financial service provider promises its users five core benefits which are fast,
affordable, secure, convenient and nationwide.
These benefits are described in a brief below:
Fast: bKash promises it’s consumers to be the fastest transaction process. One can send and
receive money within minutes through bkash.

2. Affordable: The sending and receiving money through bKash is very low of cost comparing
with global standard. It has been a great advantage for the general people of the country.
Secure: Each and every transaction of bKash is based on a PIN of personal identification
number which is very secure. Moreover, the bKash account will be fully secure even if one lost
his or her mobile. So bKash is promising the best security in transaction of money.
Convenient: bKash is highly convenient for its users. People can send and receive money
anywhere and anytime. bKash is serving it’s consumers 24 hours a day and 7 days a week.
Nationwide: bKash has more than 160,000 agents nationwide and more than 300 ATMs. So the
availability of the service is very high nationwide.
Products and Services
bKash is offering the below mentioned products and services to all of it’s users,
Cash in: One can load cash in their bKash account through any of the bKash agent or ATMs.
This process is free of charge.
Cash Out: Users are able to withdraw cash from their accounts from the bKash agents as well as
from the ATMs. bKash charges a very low service charge for this.
Send Money: Money can be transacted from one account to another account virtually through
bKash. The cost is conveniently low and enables users to comfortably send money.
Payment: bKash is available in the majority of market to pay through.
Buy Airtime: People who use mobile are in need of regular airtime. bKash enables it’s users to
directly buy airtime from their accounts.
International Remittance: bKash has tied up with Western union and MasterCard to receive
money from the foreign countries which has enabled the rural people to directly receive money
from the family members who are living in other countries.
Interest on Savings: Users can enjoy up to 4% of interest annually on their savings in the bKash
account.

3. LEPESTC Analysis
LEPESTC stands for "Legal, Ecological, Political, Economic, Social, Technological and
Competitive" and is used for business and strategic planning, marketing planning, organizational
change, business and product development and research reports. By understanding these external
environments, organizations can maximize the opportunities and minimize the threats to the
organization.
Legal
Legal factors have positive effect on the industry.
These factors have both external and internal sides. There are certain laws that affect the business
environment in a certain country while there are certain policies that companies maintain for
themselves. Legal analysis takes into account both of these angles and then charts out the
strategies in light of these legislations. For example, consumer laws, safety standards, labor laws
etc. Following several years of deliberations and ad hoc permissions on MFS, the Department of
Currency Management and Payment Systems of Bangladesh Bank issued “Guidelines on Mobile
Financial Services (MFS) for the Banks” on 22 September 2011 which were subsequently
amended on 20 December 2011. These guidelines state that only a bank‐led model will be
permitted. For Bangladesh Bank this means that a customer’s account, termed "Mobile
Account", will rest with the bank and will be accessible through the customer’s mobile
device. This mobile account will be a non‐chequing account classified separately from a
standard banking account.
The guidelines permit the following services, subject to specific bank proposals to and clearances
by Bangladesh Bank:
1. Disbursement of inward foreign remittances.
2. Cash in/out using mobile account through agents/Bank branches/ATMs/MNO’s outlets.
3. Person to Business Payments (utility bill payments or merchant payments).
4. Business to Person Payments (salary disbursement, dividend and refund warrant Payments,
vendor payments)
5. Government to Person Payments (elderly allowances, freedom‐fighter allowances, Subsidies)
6. Person to Government Payments (taxes, levy payments)
7.Person to Person Payments P2P (One registered mobile account to another registered mobile
account)
8. Other Payments (microfinance, overdraft facility, insurance premiums, deposit pension
scheme deposits)
Following the initial guidelines, Bangladesh Bank also issued an update to the guidelines with
some modifications on 20 December 2011. These modifications clarified that the bank bears
responsibility for know-your-customer (KYC) practices. It restricts P2P payments between
holders of registered mobile accounts thereby restricting the use of services in which recipient
cashes out payment without opening a mobile account. With such strict guidelines, among the
seventeen permitted banks only ten were able to launch MFS where only five were licensed to
offer range of service beyond inward foreign remittances. Thus, legal rules and regulations are
impeding a positive effect on the mobile banking industry or MFS.

4. Ecological
Ecological factors have a positive effect on the industry.
Ecological environment such as air, mineral etc. are need for this company.
Political
Political factors have a positive effect on the industry.
Political stability is rare in Bangladesh. Internal disputes between political parties always create a
pressure on the economy while halting the growth rate in every sector and of Mobile Financial
Services (MFS) sector can never be an exception. Despite the unfortunate condition, mobile
banking industry has surpassed the hindrance by the political irregularities and has been able to
make its mark in the market by the running fourth year. Because of the pro-active and forward-
looking approach of the Bangladesh Bank and Government, mobile banking industry has
experienced a remarkable progress in few years. Bangladesh government’s motive in building a
“digital” nation has enforced the technological advancement and thus encouraging mobile
banking industry to prosper and exhibiting it as an attractive one in the market.
Economic
Economic factors have a Positive effect on the industry as the current economy of Bangladesh is
being unstable.
Despite being a country with political instability, poor infrastructure, corruption, insufficient
power supplies, and slow implementation of economic reforms, the economy of Bangladesh has
grown in the past year for 2014 and 2015 but followed by a declining rate in 2016 and in 2017,
according to Bangladesh Economy Profile 2017. (CIA World Fact book, 2017). The outgoing
year has been one of the most disturbing years for Bangladesh in the recent past in terms of
domestic political instability caused by hartals, blockades, and deadly violence for months. As a
result, the economy had to bear the brunt in many ways. The World Bank International Monetary
Fund, Bangladesh Bank (BB) and many experts have projected the gross domestic product
(GDP) to be lower than 6%, which is much below the target of 7.2% for FY2017. Some even
apprehend it may be lower than 5%. Poor economy implies less employment generation and low
income, which in turn has poverty implications. Even though the disposal income reached an all-
time high of 31079.56 BDT THO in 2016, if the poor economy scenario continues Mobile
Financial Services (MFS) may fall into a less attractive sector.
Social
Social factors have a positive effect on the industry.
Mobile financial services’ basic qualities can help the unbanked overcome barriers and reap the
benefits of financial services. MFS can be used by nearly everyone at any time of day or night
and from anywhere, eliminating the accessibility issues presented by traditional banking. In
addition, MFS provides secure services at a low cost. Through M-banking one can avail various
services i.e.; utility bill payment, fund Transfer, shopping, cash withdrawn from selected ATM
or Cash point and many more exciting facilities. The preference for MFS is high among people

5. as it facilitates time saving, low cost, security, and trustworthiness. It has been elaborated that the
adoption and use of MFS is embedded in social practice. Nowadays millions of inhabitants of
Bangladesh are transferring funds within a network through mobile network coverage, thus
making it an attractive industry. Peoples’ attitude towards MFS is positive because of its
usefulness and increased flexibility in operating. The society’s health, education and mobility are
heading towards positive direction and this has a positive impact on MFS as well.
Technology
Technological factors have negative effect on the industry.
Technological factors are relevant to innovations in technology that may affect the operations of
the industry and the market constructively or unconstructively. This refers to automation,
research and progress and the quantity of technological responsiveness that a marketplace
possesses. M-banking technology, the latest generation of electronic banking transactions has
become one of the most familiar banking features, opened up new window of opportunity to the
existing banks and financial institutions. Thus in the commercial sectors like banking, m banking
technology has brought banking facilities in hand’s grip which has made life easier, robust and
flexible. As all most every bank is up to adopting m-banking technology with the most advanced
manner, in order to beat the competition it requires innovation. The MFS market is at an early
stage of development as the newest providers are seeking to stabilize their technology. For
instance, bKash being one the leading players in MFS is looking forward to improve their
services through research and development towards scalability and robustness. However
compared to pace of innovation in MFS of foreign countries, MFS in Bangladesh is still an early
stage and much more to be learned about it over the coming future.
Competitive:
Competitive factors have Positive effect on the industry
According to Bangladesh Bank there are 28 banks which are approved to give mobile banking
services in Bangladesh. Out of the 28 there are 20 banks which have started to give mobile
banking services to consumers. Bkash of Brac Bank is so far the market leader. But other banks
are catching up to Bkash at a fast pace. The major players of mobile banking industry in
Bangladesh are Rocket, Ucash etc. along with Bkash.
LEPESTC summary:
Legal Positive
Ecological Positive
Political Positive
Economy Moderate
Social Positive
Technology Negative
Competitive Positive
With the help of the LEPESTC analysis it is evident that the MFS or mobile banking industry of
Bangladesh is an attractive sector. Environmental factors need not to be considered in this
Industry.

6. Stakeholders
Established in 2010 by founding shareholders, BRAC Bank Limited and Money in Motion LLC,
bKash is running a network of more than 180,000 agents throughout urban and rural areas of
Bangladesh with over 30 million registered accounts. International Finance Corporation (IFC)
and the Bill & Melinda Gates Foundation have been shareholders in bKash, since 2013 and 2014
respectively. China’s Ant Financial Services Group, which operates Alibaba-linked payment
platform Alipay, had 20 per cent stake in bKash Limited, 20 percent of bKash, Bangladesh’s
largest mobile money company. (26/04/2018).
SWOT Analysis
A SWOT analysis is one of the most important logical tools. It is one of the time verified tools
that have the capability to allow an organization to effectively reply to changes about it. The
benefits of a SWOT analysis are that it offers energetic knowledge so that the organization can
survive and prosper. So the calculation of strengths, weakness, as well as opportunities, and
Threats is a must-to-do task for management.
Strengths:
Mention to the benefits and other unique capabilities that bKash presently has. The main Assets
for bKash would be –
• Powerful market position.
• High Technology and simple banking
• Unique advertisement and marketing strategies
• Continuous partnership development with bill payment and merchant payment
• Wider range of services & innovation (Service differentiation)
• Correct management of relationship with customer.
• Service availability in major mobile network operators
• Capability to attract foreign investors (e.g. Money in Motion, IBM)
• Stronger customer care (24 hours call centers for bKash subscribers)
• The parent organization BRAC is well reputed and recognized NGO
• Opening a bKash account is free.
Weaknesses:
These are problems that stop the target actions of bKash in certain instructions.
• Complicacy in payment system.
• Difficult rules and regulations.
• Not attractive employee packages.
• Higher Service charge
• Comparatively less efficient management of IT system
• Lack of external security

7. • Cash unavailability
• Unavailability of Bengali language service menu
• Centralized management system
• Total monthly transaction amount is limited
• Service Excellence does not meet customer expectancy.
Opportunities:
Mostly rise from the exterior environment, and specify to the chances of fast maintainable
benefits in together local/global marketplace seats.
The main Opportunities for bKash would be -
• The organization can continuously have a great upcoming with its well-trained human
resources.
• Possibility of penetrating market over different types of products.
• Wide mobile network coverage and large number of active mobile phone subscribers, over 114
million, provides a large target market.
• Flexible rules and regulations
• Traditional banking services do not reach to rural and remote areas.
• Traditional banking hours are inconvenient and it is difficult to open as well as to maintain a
bank account.
• High growth of SME and online businesses
• Hassles in traditional bill payments
• Lack of safety and security in the street
• Increasing no. of population
• Technological advancement in adding value to the services.
• Opening ATM booths in less-developed zone
Threats
The external obstinate issues that may cause problems for bKash in nearby future are:
• Absence of national and global political constancy.
• Additional options current in the market such as credit cards.
• Absence of invention in product and service.
• Sudden change of rules, regulations, conditions and taxation policies.
• Corruption of the government and the authority
• Hacking, fraud, and abuse of the service
• Legal allegation concerning money laundering, financing criminal activities.
• Yellow journalism and rumors
• Few mobile network operators.
• High competitive rivalry

8. Marketing Strategy of bKash
The marketing logic by which the company hopes to create this customer value and achieve
these profitable relationships with the customers is the marketing strategies. The company
decides which customers it will serve (segmentation and targeting) and how (differentiation and
positioning). It identifies the total market and then divides it into smaller segments, selects the
most promising segments, and focuses on serving and satisfying the customers in these
segments. Guided by marketing strategy, the company designs an integrated marketing mix made
up of factors under its control product, price, place, and promotion (the four Ps). To find the best
marketing strategy and mix, the company engages in marketing analysis, planning,
implementation, and control. Through these activities, the company watches and adapts to the
actors and forces in the marketing environment. We will now look briefly at each activity. In
later chapters, we will discuss each one in more depth. to succeed in today’s competitive
marketplace, companies must be customer centered. They must win customers from competitors
and then keep and grow them by delivering greater value. But before it can satisfy customers, a
company must first understand customer needs and wants. Thus, sound marketing requires
careful customer analysis. Companies know that they cannot profitably serve all consumers in a
given market at least not all consumers in the same way. There are too many different kinds of
consumers with too many different kinds of needs. Most companies are in a position to serve
some segments better than others. Thus, each company must divide up the total market, choose
the best segments, and design strategies for profitably serving chosen segments. This process
involves market segmentation, market targeting, differentiation, and positioning.
Figure: Customer driven Marketing Strategy.
Customer Segments:
BKash segments its customers according to
I) Similarity in needs and
II) Response to similar marketing program.
BKash follows a mass marketing segmentation where the company follows an undifferentiated
marketing program. It also segments its markets demographically where it focuses on
occupation, income. Students, business entrepreneurs, high and low level job holders, all types of
Designing a Customer-Driven Marketing Strategy
Select Customers to serve
Decide on Value
Proposition
Segmentation
Create value for
targeted
customers
Targeting
Differentiation
Positioning
Positioning
Positioning

9. service holders are the demographically segmented customers for bKash. People from social
economic class A, B, C, D and E are also the segmented customers for bKash.
Social class and VALS (Values and Lifestyles) are the psychographic segmentation for the
company. High, middle and low social class people and people with different attitudes and
lifestyles who are looking for value against their payments for particular services are the
customers of bKash.
BKash also follows behavioral segmentation. Depending on the usage rate it has segmented its
market into 3 groups- High Medium and Low. The company also divided its market according to
user status as Non user, Potential user, Ex-user, First time user and Regular user.
BKash has segmented its customers according to the benefit segmentation. BKash provides
money transfer benefits to its customers. Anyone who are seeking for money transfer benefits are
the prime customers of bKash.
Figure: Customer segments of Bkash.
Market Targeting:
After evaluating different segments, the company must decide which and how many segments it
will target. A target market consists of a set of buyers who share common needs or
characteristics that the company decides to serve. Market targeting can be carried out at several
different levels. Companies can target very broadly (undifferentiated marketing), very narrowly
(micromarketing), or somewhere in between (differentiated or concentrated marketing).
Bkash is using the undifferentiated (mass) marketing strategy as they have mobile banking
(product) the only product to serve whole market they have targeted.
Differentiation:
For a company to gain competitive advantage, it must do so by making efficient and innovative
use of both its resources and capabilities, to build core-competencies, which through the
implementation of effective strategies can be transformed into the company’s comparative
advantage.
The resources of Bkash include:
 Strong Customer Base,
 Brand Value and recognition,
 Financial resources, country wide coverage, ‚

10.  Strong network of agents, accessibility, ‚
 And wide range of services
Capabilities of bkash include:
 Providing an efficient, competitive and simple mobile banking ‚
 Marketing and Branding ‚
 Maintaining customer relationship ‚
 Raising funds from international donors ‚
 Continuous partnership establishment with business and NGO to provide payment
services‚
 Maintaining and developing technology platform. ‚
 Convenient and accessible to clients‚
 Availability of cash ‚
 Nationwide service through agents ‚
 Fast transactions with help of MNOs ‚
 Cost Effective service ‚
 Risk reduction by providing security.
The above capabilities and resources have enabled bkash to develop core competencies of Brand
recognition and Strong Agent network.
Which have given them comparative advantage over their competitors DBBL and Islami Bank
with greater brand recognition among target customer base, and a stronger agent network across
the country through effective marketing their financial services more aggressively as well as
carrying out extensive scanning and evaluating candidates, with the help of Bangladesh Bank, in
their appointment process for certified bkash agents.
Now bkash has been able to maintain and sustain their competitive advantage through the
following means:
Superior efficiency: Bkash has superior efficiency in terms of their strong agent network of
80,000 catering to the needs of over 6,000,000 active bkash users; so every bkash agent handles
70 bkash users. The superiority in efficiency is made clear when we look at 70,000 agents of
DBBL who are looking after about 2,000,000 DBBL mobile financial service users; that is one
DBBL agent provides service to about 28 DBBL mobile financing account holders.
Superior Quality: Bkash tries to maintain superior quality by screening and evaluating potential
bkash agents, who work as field representatives for bkash, with the help of Bangladesh bank to
check their credentials and ability to be a bkash agent. This ensures that bkash’s agent network is
formed of reliable and efficient individuals, allowing them to maintain their strong agent network
as a competitive advantage. Furthermore bkash’s marketing division tries to bring quality to
promoting their services through billboards, posters, boat branding and online graphic novels by
making their advertisements be visually appealing as well as having easily visible and
understandable information regarding their mobile financing services. Bkash also uses tvc and
drama targeted at the rural customers, who are their primary target market, to better relay their
message and gain recognition among the rural customers.

11. Innovation: Bkash has brought innovation in marketing their services through introduction of
boat branding and developing a super-hero online graphic novel, Spark, this has helped bkash
immensely in maintaining superior brand recognition over their rivals.
Superior Customer Responsiveness: Bkash has tried to provide superior customer
responsiveness with the help of their massive network of certified bkash agents, 80000 across
Bangladesh. On top of that they have customer care centers in all 6 districts with an application
form available online for any queries customers may have regarding bkash.
Bkash has also tried to focus on providing most important financial services to their target
customers and ensure their services are available to them in a timely and reliable manner by
constantly upgrading their software and running routine maintenance.
Positioning:
Position part is comprised of mission, vision and values of any company. The mission of bKash
is- by providing financial services that are convenient, affordable and reliable; bKash aims to
widen the net of financial inclusion. bKash wants to provide a solution for Mobile Financial
Services, built on a highly scalable Mobile Money platform, allowing the people of Bangladesh
to safely send and receive money via mobile devices.
The vision of the company is to ensure access to a broader range of financial services for the
people of Bangladesh. It has a special focus to serve the low income masses of the country to
achieve broader financial inclusion by providing services that are convenient, affordable and
reliable. The core values are comprised of integrity, quality, reliability and innovation.
Being the all-time leader it is hard to identify the flaws from the best and it is even harder to
maintain the current position in future. The vast agent network is the biggest strength of bKash
which requires a huge financial investment and smart marketing strategies to apply. However in
order to improve and maintain the network position bKash must encourage a decentralized
management system where each of the employees idea would be valued and must invest in R &
D sector to eliminate any kind of noise during money transaction. In addition, bKash must work
on creating value for their customers by offering its services at the lowest possible rates
compared to other competitors so that it leaves a zero of overtaking its leading position.
Marketing mix
Product
bKash, a subsidiary of BRAC Bank, provides safe, convenient and easy ways to make payments
and money transfer services via mobile phones to both the unbanked and the banked people of
Bangladesh.
BKash mobile wallet is customer's financial account, into which money can be deposited and out
of which money can be withdrawn or used for various services. Customers are able to receive
electronic money into their bKash accounts through salary, loan, domestic remittance, and other
disbursements and eventually cash-out the electronic money at any of bKash's vast of agent

12. network of 90 thousand retail points.
Services provided by Bkash:
 Opening Account Cash-IN ‚
 Transfer/Sending Money ‚
 Cash-OUT [Agent] ‚
 Cash-OUT [ATM] ‚
 Payment to Merchant ‚
 Buying Airtime ‚
 International Remittance ‚
 Interest on Savings. ‚
 Salary disbursements by companies to employees.
Price:
Table: Pricing Structure and Limitations
Place
Bkash has over 80,000 agents across the country ready to deliver their services to anyone that
wants to make use of bkash services. Furthermore they have a helpline to help their customers
with any queries or difficulties they may be facing. Bkash customer care centers can be located
in Dhaka, Mymensingh, Sylhet, Chittagong, Khulna and Bogra.
Promotion
Unique branding and advertising strategy is one of the key factors of bkash’s early leadership
and success in m-banking industry. The marketing team is continuously working to come up
with innovative advertising and promotional ideas. Hence, they are dominating the market in
term of customer base as well as the market share.
Service Amount per
Transaction
Maximum Amount Charge
Minimum
(TK)
Maximum
(TK)
Per Day
(TK)
Per Month
(TK)
Transaction (TK)
Cash-In 50 125,000 125,000 125,000 Free
Cash-Out from Agent 50 125,000 125,000 125,000 0.925 per 50 taka
Cash-Out from ATM 2,000 20,000 20,000 50,000 Tk. 40 per 2000 Tk.
Transfer/Send Money 10 10,000 10,000 10,000 Tk. 2 for any
amount
Payment (merchant) 1 No Limit No Limit No Limit Free
Receive International
Remittance
50 125,000 125,000 250,000 Free

13. Advertising and branding strategies
bKash now has 80,000 agents, almost one in every two villages in rural Bangladesh, “this assures
access to agents in the remotest part of the country”. The service was launched on July 21, 2011.
It now has all most 30 million registered customers. In addition, 98% of mobile users in
Bangladesh have access to bKash. Over the last one year they do a huge branding activity that’s
why they are able to achieve this success. Some of their branding activities is given bellow.
Billboard: one of the best ways of communication is billboard now bkash have 400 billboards
all over the country. That will enhance their reach to more people. The entire billboard has good
visibility level and in prime location. They are planning to cover each and every Thana of
Bangladesh by billboard. Beside this there massage is very match under stable in the board.
Wall paint: The main target market of bkash is rural people and lower class people. bkash have
200000 SF of wall paint in all over the country. This wall paint is help bkash to increase their
brand image.
TV Commercial: bkash have TV Commercial including a 3D advertisement. In those
commercial they are providing massage about their services. Some ideas theme about the each
and every TV Commercial:
 Open a bKash Account on your own mobile
 International Remittance TVC (UK)
 Something for everyone
 Safely sends and receives money anywhere,
 Anytime No need to carry cash,
 Pay with bKash
 BKash brings safety to your hard earned money
 Sending money home has never been this easy
 Bikoshito Bangladesh in 3D
Boat Branding: One of the most effective and creative branding of bkash is there boat branding.
They have in total 500 bkash boats in shylet, B.Baria, Sunamjong, Bhoirob and many other
places where boat is the main transport.
Point-of-Purchase Advertising: bkash use some branding item in their agent point which
increase their brand image. They widely use posters and sticker in agent shop. In agent point they
have pointer, festoon, and posters. This is more attractive than their competitors.
Car Sticker: The most effective outdoor branding is car sticker branding. They have around
20000 car sticker in all over the country. Beside this they are planning to have CNG and
rickshaw branding. By this branding bkash reach huge number of target people and aware
general people about the brand.

14. Publicity and public relations: bKash has public relation department to manage all the public
affairs and buzz marketing. bKash timely release press note and arrange press conference. They
also make it available in their website.
bKash Drama: To understand the rural people about the importance of bkash in their life, for
that bkash have bkash drama acted by the local actors. In common places in rural area they
perform this drama based on bkash. For this drama purpose bkash use BRAC network to
maintain all the drama.
Limitation
No recovery system of Money: People may make mistake to send their money by using their
mobile phone, but there is no recovery system to recover money from wrong number in bkash
limited.
Causes of problems: As bkash limited is a mobile based banking system, so there are so many causes for
occurring this problem:
a. Someone may input wrong amount of money for sending.
b. Customer may press wrong button of his mobile phone.
c. Customer may input wrong number for sending his/her money.
Higher service charge: The service charge of bkash limited is higher than normal banking system. This
problem is decreasing intention of using bkash service to the customers.
Causes of higher service charge: Sender has to pay a charge for sending money; receiver has to pay some
charges also for collecting money to bkash. On the other hand, receiver has to pay 5 tk commissions to
the agents also. After adding all charges the service charge gets higher.
Not Available agent: There are so many Mobile recharging shops in different location in Bangladesh.
But everybody is not agents of bkash limited. So, the number of agent of bkash limited is very few in the
rural area or village area of different district in Bangladesh.
Causes of the Problem: Some retailers don’t want to take the risk of money for their clients. If the retailer
makes the mistake for sending money, he has to repay the money to the client because of no recovery
systems in bkash limited. On the other hand, agents get a small amount of commission from bkash
limited.
Less External Security: The external security of bkash limited is very lower than normal banking. In a
normal bank, customer makes their transactions after entering an ATM booth or into the bank office. So,
bkash service is more risky than other normal bank.
Causes for the problem: Most of the shops of agent’s of bkash limited are in open places where people
gather everyday
Agency’s insufficient fund: Challenges of the problem though bkash service is provided
through agents so all the time they may not have available fund.

15. Recommendations
These suggestions are given with bKash’s improvement in attention.
1. one of the important problem is attendant is often not available during holidays. Authority
should give correct attention to this matter.
2. Two queries has been complete about the security of the payment structure. bKash must to
train the agents to attain trust of possible customers.
3. bKash should take required steps to inspire the super shops and shopping malls to receive the
existing bKash structure for payments.
4. bKash may reduction the charges of cash out. Before the number of daily bKash users will
increase. So bKash’s income from the service charges will also increase.
5. Now situation of reliability, there are a lot of choice to increase the satisfaction of the mid-
satisfied customers. bKash should take the chance and approve that the customers are receiving
exact information as well as service assured. In that way, customer can highly trust on bKash.
6. In situation of awareness, quick solution or informing the consumer about the average time
occupied for action and maintaining this knowledgeable action will improve the customer
satisfaction a lot.
7. Empathetic consumers’ problems is not decent sufficient. Proper individual care as well as
thoughtful should be provided in order to attain customer satisfaction.
8. bKash expert is quite available at the moment. Then the same time, bKash authority should
growth the number of trained telephone operators as well for giving the correct services to the
consumers.
9. E-business is emerging in Bangladesh and bKash must capitalize this opportunity by
facilitating online payment service.
10.Bkash can expand the services they have to offer by introducing new services such as micro
pensions and micro-dps, in conjecture with Brac Bank.
11. bKash should negotiate with Insurance Companies to limit the loss.
12. bKash should come with new products specially designed to meet SME transaction needs
that would offer relaxed transaction limit for those SME customers.

16. Conclusion
Bangladesh is a mobile-only country since internet obtainability. 75 % of the population are
linked through mobile phones. Yet only 9 % have access to conservative banking. bKash is about
making economic services for people in Bangladesh who don’t have admission to banks.
Customers are given a completely encoded bKash mobile wallet account, which is established on
a VISA technology stage so that transactions are locked. Customer accounts can be accredited
with electronic money. The cash can then be relocated out as electronic money to any of the
bKash allocated cash-out agents. bKash has joined with different mobile operators and with
BRAC to spread every place of Bangladesh with its facilities. The company has previously
employed 50,000+ agents and the quantity is increasing.
This study targeted investigation on customers’ views only. Upcoming research should examine
the compatibility between consumers’ and facility providers’ views. This will help the industry
to know whether both customers and the organization take the same opinions on issues
applicable to satisfaction.
Though this study create that customer satisfaction unaccompanied is not effective in structure
customer loyalty. Upcoming researchers may effort to explore the “unexplored” qualities that
customers value greatest. For example, prepare the suitability issues such as location of agents
are the ones that customers more care around, or the practice of technology? Remain consumers
more attentive on service delivery methods? Assumed the importance of employee capability,
future studies should also logically examine the influence of employees’ conduct on customer
satisfaction then retention.