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研究生： 黃紳佑
Khan, Sarjo
論文名稱： 以實惠且可靠的多頻率網路服務來提升甘比亞電信之競爭力
Improving Gamtel’s competitiveness through affordable, accessible and reliable broadband internet service in The Gambia telecom industry
指導教授： 許瑋元
Hsu, Carol
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 59
中文關鍵詞： 多頻率網路 、甘比亞 、電信 、競爭力
外文關鍵詞： broadband internet service, The Gambia, telecom, competitiveness
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    • The main purpose of this thesis is to analyse the current state of Gamtel less competitive nature in the telecom industry and therefore use its competitive advantage and core competencies to pursue and endeavour to invest on internet service provision mainly on broadband.
    With high expectations from the launching of the ACE, Africa coast to Europe submarine cable, the plan is to take the opportunity brought by this Landing station to significantly expand on its current broadband technology provision, which is DSL (digital subscriber line), CDMA 3G wireless broadband connection and Leased line connection.
    The growth in the sector is still encouraging between 8 to 10% and Gamtel is foreseeing to increase its already existing leadership in terms of market share on the internet segment or ISP internet service provider market.
    There is a high capital investment required for this project but funding could be obtain from banks and even state own corporation at better rates and also self-funding of over GMD 90 million.
    The cash flow projections had shown a positive net present value (NPV) thus; indicating that this plan will is viable.
    With the three product categories, it is assume that the DSL and the CDMA 3G wireless broadband could be the cash cows whiles the leased lines connection for broadband which used to bring the biggest revenue in the data category will likely be going down, an impact the ACE project will brought along as the biggest customers from this service were the private ISP who now can connect direct to the ACE cable.
    As the implementation of the ACE goes on prices are expected to further fall as bandwidth becomes cheaper and cheaper and volume or high quantity purchase of bandwidth starts to emerge thus economics of scale.

    1. EXECUTIVE SUMMARY 1
    2. BACKGROUND AND MOTIVATION 3
    2.1. Background Information of The Gambia 3
    2.2. Gambia Telecommunications Company Limited (GAMTEL) 4
    2.2.1. Gamtel from 1984 to 1990 4
    2.2.2. Gamtel from 1990 to 2000 5
    2.2.3. Gamtel from 2000 to Date 6
    2.3. Internet Access in The Gambia 7
    3. MARKET ANALYSIS 9
    3.1. Industry Overview 9
    3.2. The Telecoms Industry Major Components 9
    3.3. Market Opportunity 11
    3.4. Telephone Penetration Rate and Tariff 12
    3.4.1. Telecoms Sector Statistics over the Years on Penetration Rate 13
    3.4.2. Telephone Tariffs 13
    3.4.3. Data Service Rate in the Industry 15
    3.5. The Broadband Market 20
    3.6. Five Forces 23
    3.7. Why is Gamtel Less Competitive Compared to Other Operators 24
    4. GAMTEL BUSINESS MODEL ON BROADBAND 25
    4.1. Business Model for Gamtel 25
    4.2. Core Competencies 25
    4.3. The Change Begins and a New Business Model Generated 26
    4.3.1. Infrastructure Management 26
    4.3.2. Customer Relationship Management 26
    4.4. Data Business unit for Gamtel/Gamcel 27
    4.5. Target Customer Groups and Related Service Offering 28
    4.6. Business Model 30
    4.7. SWOT Analysis 32
    4.8. Why Broadband? 35
    5. UNIT’S ORGANISATIONAL STRUCTURE AND OPERATIONS 36
    5.1. Organizational Structures 36
    5.2. Operation and Technical Assistance 37
    5.3. Marketing 37
    5.4. Competitive Strategy 38
    5.4.1. Universal Access Strategy: Sustainable Accessibility and Affordability 38
    5.4.2. Strategic Alliance to Sustained Reliability 38
    5.4.3. Inventory Management 39
    5.5. Financial Analysis 40
    5.5.1. Cost Structure 41
    5.5.2. Financial Revenue Projection 42
    5.5.3. Cash Flow and Net Present Value 46
    6. CONCLUSIONS 50
    7. REFERENCE 52
    APPENDIXES 54

    1. “ACE launch in Gambia”. Available at: http://observer.gm/africa/gambia/article/ace-launched-in-gambia
    2. “Africa Coast to Europe (ACE) submarine cable” Available at: http://www.ace-submarinecable.com/ace/default/EN/all/ace_en/index.htm
    3. “Central Bank of The Gambia: Annual report 2010”. Available at: http://www.cbg.gm/publications/pdf/annual_reports/ANNUAL%20REPORT%202010.pdf
    4. “CIA world factbook”. Available at: http://www.cia.gov/library/publications/the-world-factbook/geos/ga.html
    5. “Gambia Bureau of statistics; GDP revised estimates”. Available at: http://www.gbos.gm
    6. “Gamtel 3G CDMA”. Available at: http://www.myweb.gamtel.gm/web/home-page.htm
    7. “Gamtel Info”. Available at: http://www.gamtel.gm
    8. “Growth rate in transport and communication sector”. Available at: http”//www.pura.gm/image/annual_report/PURA%20Annual%20Report%20final.pdf
    9. “History of Gamtel”. Available at: http://www.accessgambia.com/information/gamtel.html
    10. “ICT profile of the Gambia”. Available at: http://www.moici.gov.gm/index.php?option=com_content=article&id=5&item=4
    11. “ITU, measuring the information society”. Available at http://www.itu.int/ITU-Dict/publications/idi/materials/2012/MIS2012_without_annex_u.pdf
    12. “ITU: The state of broadband 2012: Achieving digital inclusion for all; report by the broadband commission”. Available at: http://www.broadbandcommission.org/documents/bb-annualreport2012.pdf
    13. “Lopez, Ismael Pena: what is broadband; review of ICT4D”. Available at: http://www.ictlogy.net/review/?p=518 march 2007
    14. “New IP-MPLS/VPN services”. Available at: http://www.gamtel.gm/image/mpls.jpg
    15. “Telecom sector statistics”. Available at: http://www.pura.gm/index.php?option=com_content&review=article&id=105&Itemid=100
    16. “The Gambia”. Available at: http://en.wikipedia.org/wiki/The_Gambia
    17. “UNDP support to The Gambia’s internet initiative”. Available at: http://www.ungambia.gm/undp/publications/netnews99/99part.pdf
    18. “United nation: connect Africa summit in Kigali; partnerships announced to develop information and communications technology in the continent as World Bank announces doubling of financing”. Available at: http://www.itu.int/itu-D/afr/ 30 October 2007
    19. Gamtel Management Committee. Gamtel background information and status report 2011
    20. Gamtel Management. Monthly management information system (MIS) 2013
    21. Jones Gareth R. and Hill Charles W.L. Theory of strategic management. 10th edition. South-western, cengage learning 2013, 2010.
    22. Osterwalder Alexander, Business model generation. John Wiley & Sons, Inc. Hoboken, New Jersey 2010

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