Product Development Process of Robi Axiata Limited-Internet

Abstract

Robi Axiata Limited is one of the leading telecommunication company in Bangladesh. It has 15+ departments, which conclude several teams to operate its function on a regular basis. In this 21st century, everything is getting web-based which is also supported by the central government of Bangladesh. The Internet has now taken its place over voice calls. The demand for internet has increased vastly in the last few years. To be competitive and serve the best quality to its user Robi is coming up with so many attractive internet products day by day. In this report, most of the information was collected from the primary source like practical observation and conversation with employees. This Report is based on the product development of the internet sector in Robi Axiata Limited. Usually to develop a product Executive members assign product managers in their respective team. Developing a product requires to follow certain steps, like idea generation, idea screening, concept developing, business strategy development, product development, test marketing, commercialization & finally the Introduction of the final product to its customer. At the first stage, it starts with a raw idea which usually came from internal sources, market research, and competition as well. The raw idea gets a new dimension on the screening process in terms of customers need, company’s affordability, current trends and most importantly expected ROI from that product idea. If that product idea passes the screening step then the development of the concept and business strategy are processed simultaneously to get approval from different departments like regularity department, Customer experience department, finance department, etc. These steps determine the competition against the new product, pricing, cost of the company, breakeven point, APPD, etc. After determining these important factors of the product it’s time to develop the product by the IT department as their products are mostly based on programming, after that the product needs to tested by the product manager along with customer experience department before the launch and even after the launch of the product as well. Products get introduced to the market and later on the commercialization of new product are also processed through ATL, BTL, & TTL.