A CMO in a Market of Opportunity

A CMO in a market of opportunity

Allan Bonke is one of the people spearheading the Internet for all movement in his role as CMO of Grameenphone. In this interview, he shares his thoughts about leadership in different cultural contexts, and how to make the ambition of “internet for all” relevant in all markets.

Allan Bonke is easy to recognize. Not just because of his height, but also because of his frankness and accessibility. These are leadership traits that he developed during his time with CyberCity, a broadband operator in Denmark. These traits have served him well since, in his roles as Head of B2B business in Telenor Denmark, followed by a career move to Asia – which started in India in 2009. “It was when I came to India to work as the Head of the Uttar Pradesh West circle that I got to explore the differences between Nordic and Asian leadership styles. I believe breaking down hierarchies, being accessible and transparent, as well as encouraging healthy discussions with your team members are important no matter where in the world you go. But it has to be done with respect for the local context,” said Allan Bonke.

What would you say are the main differences in working culture between the Nordic and Asian countries?

“Well, there are some obvious ones like how we approach decision-making processes and leadership. But the similarities, especially in the Telenor Group, are becoming more apparent in terms of eagerness to make a difference and win every day. I also think more are becoming aware of the fact that we are truly a global, successfulcompany, and take pride in that.”

How did you end up in Bangladesh?

“The short story is that I called the then CEO of Uninor in 2009 and asked if I could contribute in any way. I ended up managing one of the circles and was part of the early roll out of services, trying to find a way for us to stand out in a market with 10+ operators. Following this assignment, I was offered the role as CMO for Grameenphone, which is a challenge I don’t regret taking on.

You have been CMO of Grameenphone for two years, what are the major challenges in the Bangladeshi market?

“There are three major barriers to our ambition of providing internet for all. The first is availability of handsets. The second is lack of awareness of internet among a population where only 8-10 percent uses internet on a regular basis. The third is network capabilities and access to high-speed connection everywhere. We are seeing progress on all these issues, especially with our 3G launch and roll out, which so far has brought much positive energy in the market. Also, there are significant changes in handset prices. In terms of awareness, our campaign to reach youth across the country with the internet message, I-Genius has helped create hype around mobile internet.”

So what makes Grameenphone a good place to be right now?

Telenor Group is one of the world's major mobile operators. We keep our customers connected in our markets across Scandinavia and Asia. Our more than 30,000 employees are committed to responsible business conduct and being our customers' favourite partner in digital life. Connecting the world has been Telenor's domain for more than 160 years, and we are driven by a singular vision: to empower societies. “We’re in the market of opportunities! Mobile services and Internet is going to move Bangladesh ahead in many different ways in the next ten years, and being part of that movement is a great energizer. I am a competitive person, I hate to lose and I enjoy the feeling of competitors coming after you each day. The main competition is still traditional voice services, but 3G-competition is of course picking up rapidly. The scale with which we will be rolling out 3G and new services in the next few years is going to be unparalleled. ”

But you’ve must have experienced this already in Denmark?

“The business of mobile services is somewhat different in a country like Bangladesh, where the access to Internet is so closely interlinked with economic and societal development. In order to reach out to the entire country, we need to work closely with organizations and institutions for education, financial services and farming, and use these as platforms of empowerment. While doing so, we should take learning from the European markets which are ahead in terms of network deployment.”

You are in the midst of an international career in Telenor Group, what is your advice to others who are looking to go into the mobility program?

“Consult with your family, get the buy-in. It will never work without it. And don’t overanalyze the situation. Going into a new cultural context is stepping out of your comfort zone. When you are in it, enjoy the ride!”

Where will you be in five years?

“Hopefully in a CXO position within Telenor Group - in Asia or in Europe.”