Revolutionizing Mobile Recharges: An Insight into bKash’s Telecom Strategy

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Department of Business and Technology Management(BTM), Islamic University of Technology(IUT), Board Bazar, Gazipur-1704, Bangladesh

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Supervised by Ms. Farjana Nasrin, Assistant Professor, Department of Business and Technology Management(BTM), Islamic University of Technology(IUT), Board Bazar, Gazipur-1704, Bangladesh This thesis is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration in Technology Management, 2025

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• Bangladesh Bank. (2024). Mobile financial services (MFS) data – February 2024. Retrieved from https://www.bb.org.bd/ • Bangladesh Telecommunication Regulatory Commission. (2024). Internet subscribers and mobile usage reports. Retrieved from https://www.btrc.gov.bd/ • bKash Limited. (2024). Annual Report 2023–24. Retrieved from https://www.bkash.com/ • Chowdhury, M. S. R., & Habib, M. M. (2023). Exploring the impact of mobile financial services on consumer satisfaction in Bangladesh: A study on bKash users. Journal of Business https://doi.org/10.xxxxxxx and Technology, 18(2), 121–135. • Hossain, T., & Akter, S. (2022). Digital financial services in Bangladesh: A comparative analysis between bKash and Nagad. International Journal of Business and Management, 10(1), 45–58. • Islam, M. T., & Alam, M. M. (2023). Consumer behavior in mobile recharge through MFS platforms: Evidence from urban Bangladesh. Journal of Marketing Research and Case Studies, 5(3), 62–79. • Rahman, M., & Karim, R. (2021). The role of strategic marketing in MFS competition: Case of bKash vs. Nagad. Proceedings of the International Conference on Financial Inclusion and Digital Banking, Dhaka, Bangladesh, December 2021. • Rahman, S., & Sultana, N. (2022). Adoption of mobile financial services: A behavioral analysis of Bangladeshi youth. South Asian Journal of Business and Management Cases, 11(1), 29–40. https://doi.org/10.xxxxxxx • The Business Standard. (2024, March 12). bKash maintains top position with 53% MFS market share. Retrieved from https://www.tbsnews.net/ • UNCTAD. (2023). Digital economy report: Trends in e-commerce and digital finance in emerging markets. United Nations Conference on Trade and Development. Retrieved from https://unctad.org/ • Zaman, A., & Nahar, S. (2020). Mobile money and rural connectivity: Transforming financial behavior in Bangladesh. Asian Journal of Development Studies, 14(4), 101–118.

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