ACBAR

Agency Coordinating Body for Afghan Relief and Development

Request For Afghan PAY Services Company


Request For RFP for Hiring a Firm for FTTH Services Sales and Marketing

  1. Introduction and Company Background

Afghan Telecom is a leading provider of telecommunications services, specializing in FTTH networks that deliver high-speed internet to residential and business customers. Currently, our network covers most areas of Kunduz city, excluding Ser-i-Dawra, and select parts of Taluqan city in Takhar province. We are planning expansions to Badakhshan and Baghlan provinces within the next 6-12 months.

Afghan Telecom in partnership with AfghanPAY Services Company are seeking proposals from qualified firms to handle sales and marketing for its Fiber to the Home (FTTH) services. This includes attracting and registering customers for services such as voice, data, VOIP, VPL, IPTV/CTV, security camera services, and leased lines, which are currently operational in Kunduz and Takhar provinces with specific coverage areas. The selected firm must also propose innovative approaches to sales and marketing, targeting preset customer acquisition goals. Future expansion plans include Badakhshan and Baghlan provinces.

  1. RFP Overview

This Request for Proposal (RFP) outlines the requirements for firms interested in providing sales and marketing services for AfghanPAY's FTTH network. The goal is to enhance customer acquisition and retention in the specified regions, leveraging innovative strategies to promote services like high-speed internet, VOIP for cost-effective communication, and IPTV for interactive entertainment. Proposals should address the need for targeted marketing in areas listed below, with a focus on scalability for other areas in the same provinces and future provinces.

The affective areas are available in attached PDF format.

  1. Scope of Work

The selected firm will be responsible for developing and executing a comprehensive sale and marketing strategy for AfghanPAY's FTTH services. This includes:

  • Customer Acquisition and Registration: Implementing campaigns to attract new users in the listed coverage areas. Strategies should emphasize digital and on-ground tactics to register customers for services like high-speed data browsing and VOIP.
  • Service Promotion: Highlighting the benefits of each service, including traditional landline or VOIP for voice communication, IPTV/CTV for on-demand content, and security camera services for remote monitoring. Marketing efforts must address the unique needs of residential and business users in provinces like Kunduz, Takhar, Badakhshan and Baghlan.
  • Innovative Approaches: Proposing creative methods for customer engagement, such as using data-driven personalization or partnerships with local businesses to promote FTTH. For instance, strategies could include mobile apps for easy service sign-up or AI-based targeting to reduce churn in competitive markets.
  • Target-Based Performance: Aligning all activities with preset targets, such as customer growth metrics and revenue goals. Proposals should include measurable outcomes, like increasing subscriptions in areas like Ahadi Market in Kunduz by 20% within the first six months.
  • Regional Expansion Support: Preparing marketing plans that can scale to Badakhshan and Baghlan, incorporating local cultural and economic factors to ensure effective rollout.

Firms must demonstrate experience in telecom marketing, particularly in regions with similar challenges, such as emerging markets with limited infrastructure.

  1. Requirements for Proposals

Proposals must be comprehensive and address the following:

  • Company Background: Include the firm's experience in FTTH or similar telecom marketing, with case studies from Afghanistan or comparable areas. For example, evidence of successful Data, VOIP and IPTV campaigns in rural settings is required.
  • Marketing Strategy: Detail a phased approach, including digital marketing (e.g., social media), community outreach, and innovative tactics like gamified apps for customer acquisition. Strategies should incorporate the latest best practices, such as using targeted ads to promote services in specific locations like Qasr e Azizi in Kunduz.
  • Innovation Proposals: Suggest novel ideas, such as integrating IoT for security camera services marketing or using VR demos for IPTV experiences, to differentiate AfghanPAY in the market .
  • Budget and Timeline: Provide a detailed budget breakdown and timeline for implementation, ensuring alignment with AfghanPAY's targets. For instance, initial campaigns should launch within 3 months in Kunduz and Takhar.
  • Performance Metrics: Outline key performance indicators (KPIs), such as customer acquisition cost, conversion rates, and service uptake in areas like Shinwari Market in Kunduz, with regular reporting mechanisms.
  1. Evaluation Criteria

Proposals will be evaluated based on:

  • Relevance and Experience: 40% – Demonstrated expertise in telecom marketing, with examples from similar regions.
  • Innovation and Strategy: 30% – Quality of proposed approaches, including creativity in customer engagement and adaptation to local contexts.
  • Cost-Effectiveness: 20% – Competitive pricing and value for money, ensuring alignment with preset targets.
  • Feasibility and Scalability: 10% – Ability to scale marketing efforts to future provinces like Badakhshan.
  1. Submission Guidelines

This RFP aims to select a firm that can effectively drive growth for AfghanPAY's FTTH services, leveraging innovative marketing to meet customer acquisition goals in Kunduz, Takhar, and beyond

 

File


7276015540.pdf