State-run land phone operator BTTB has failed to attract new subscribers in the first four months of 2008 as private operators added around 68,000 new subscribers during the same period.

Land phone industry insiders said BTTB has lost its opportunity to retain and add new customers in the face of aggressive marketing strategy by private land phone companies.

Till April 2008, a total of 68,420 new customers subscribed to landline networks. RanksTel, Dhaka Telephone Ltd and National Telecom were the major beneficiaries of the new subscription base.

According to the latest statistics from Bangladesh Telecommunication and Regulatory Commission (BTRC), no one subscribed to the landline service of Bangladesh Telegraph and Telephone Board (BTTB). From January to April the number of BTTB's subscriber remained unchanged at 8,72,409.

As of April 2008, the number of landline subscribers reached 12.55 lakh, out of which BTTB holds 8.7 lakh subscription. The 12 private landline operators share the remaining 3.8 lakh.

BTRC statistics showed that leading private landline operator RanksTel continued its momentum by adding 23,888 new subscribers to its network, followed by Dhaka Telecom's 19,417 and National Telecom's 13,488. Rest of the customers went to the Telebarta, Onetel, and Peoples Telecom.

Sheba Phone Ltd is the only private landline operator whose subscriber number decreased to 6,963 in April from 8,232.

While mobile subscriptions continue to soar, some customers have been reluctant to give up the idea of a fixed home or business phone. The private land phone networks offer many of the services of the mobile operators such as text messaging, caller identification and internet services. At the same time they claim to have better voice quality.

So far BTTB has been unable to capitalise on this market as it is burdened with delays, hidden charges and bureaucracy.

"The math is simple. If you have a better product on offer it will capture the attention of the consumer," said Masrur Nawaz Waiz, head of operation and coordination for RanksTel.

"So, as a private landline operator what we offer to the customers, BTTB still lags behind," Waiz said adding that to survive in the competitive market BTTB has to improve.

Talking to The Daily Star, a BTTB high official said the main reason for failure to attract new subscribers is its limited capacity to accommodate new connections.

“But as we are getting ready to become a public limited company, something new you can see within a short time which will help BTTB to have more customers," the official said.