ASM Rafiq Ullah, the co-founder and chief executive officer (CEO) of Content Matters Limited, is contesting for the directorship of Bangladesh Association of Software and Information Services (BASIS), the top organization of the country’s information technology sector. He is contesting for the post of director in the general category for the panel ‘Smart Team’. If elected, they want to do the proper branding of the country’s ICT industry. Marketing of domestic information technology products at the international level, creating mentorship and building a domestic big brand organization in the ICT sector is the main role. He also aims to take Basis to new heights through smart branding.
Content Matters Limited (Rabbithole) CEO ASM Rafiq Ullah is contesting for the post of director in the general category from the panel ‘Team Smart’. There are a bunch of young candidates in this panel led by Mostafizur Rahman Sohel, Managing Director of Advanced ERP BD Limited. ASM Rafiq Ullah is also one of them. Apart from this, he is also the managing editor of online media Sarabangla.net.
ASM Rafiq Ullah said that the country’s ICT companies are doing very well. We have ICT industry capabilities. We have the ability to beat even foreign companies. Big brand organizations have been created in the country’s ICT sector. Knowledge sharing initiative will be taken with entrepreneurs of ICT sector to create more brand institutions in the country. If elected, I would like to play a supporting role in creating big brand organizations in the country.
He said, there is confusion about the export income data of ICT sector of the country. We will take the initiative to eliminate that confusion through accurate statistics. I will take the initiative to be more vocal with all the entrepreneurs of the ICT sector to maintain the tax exemption, I will try to make the demands of the life of this sector a reality through discussions with the government. He also said that there are plans to take multifaceted initiatives to involve the country’s ICT sector more in the media. I will do various branding of ICT industry. There is a plan to highlight the capacity of the sector in mass media including social media. I want to do the proper branding of the country’s ICT industry by using it in the international media. I aim to take BASIS to new heights through proper branding.
ASM Rafiq Ullah’s company Rabbithole has won BASIS National ICT Award for one time. The company has twice participated in the Asia Pacific ICT Alliance (APICTA) and lastly won the Special Achievement Award in 2023 as the only domestic company. Rabbithole was the first BASIS member to win the Global Marketing Forum’s CMO Award. Rabbithole achieved a unique record of creating digital ad placement software using fully indigenous technology and serving 40,000 hours of live stream ads from that ad server during the 2019 World Cup. Content Matters has also been named in the Guinness Book of Records as a digital campaign partner of South City Corporation.
Talking about his experience at BASIS, Rafiq Ullah said, talking about the end of 2017, I often heard one thing that our country does not work well. Our programmers are not good. My personal experience is different. While working at Grameenphone we have worked with many local solution providers apart from many foreign vendors. In some cases, our country’s company has got the job done and delivered well, beating even the world’s top companies. Later on, we created the rabbit hole at Content Matters which is broadcasting live sports to people all over the world on mobile and web platforms. So, changing the perception of “not happening in our country” or “can’t do it” is more of a marketing and branding exercise. Changing people’s attitudes through marketing. B2B, B2C – changing everyone’s mind. Proper branding of the industry.
ASM Rafiq Ullah said, when I started working very actively in BASIS, I am talking about the end of 2017, I used to hear one thing many times, things are not working well in our country. Our programmers are not good. But my personal experience is different. While working at Grameenphone, we worked with many local solution providers, excluding many foreign vendors. In some cases, our country’s company has got the job and delivered well, beating even the world’s first rank companies. Later on, we built the rabbithole at Content Matters, broadcasting live sports to people around the world on mobile and web platforms. So, changing the perception of ‘not happening in our country’ or ‘can’t do it’ is more of a marketing and branding exercise. Marketing can change people’s attitudes. Proper branding of the industry can be done.
He also said that those who do digital marketing in our country, in many cases sell traditional clothes, fashion items or beauty items through digital platform. Selling digital products and services or branding and marketing technology products is a little different. So, in many cases, I think as a brand marketer I might think a little differently. And my scope of work so far in life is not limited to technology brands and marketing. Expanded to a greater extent. I think I’m good at branding and I’m one of the few brand subject matters among the BASIS members.’ He also said, ‘I am choosing because of the confidence to do something for BASIS members, the development of the sector and the interest to work for the country. I would like to do something for the ICT sector if I get a chance to work and have personal experience.’
Rafiq Ullah said, ‘BASIS should be at the top of the media. Basis should always be relevant. There is no way to do this without industry media engagement and precision marketing. I think, this one place can change the basis. Can make everyone else’s job easier. I strongly believe that wherever I can leverage my experience and network, I will be able to take BASIS to new heights.’
As a student, ASM Rafiq Ullah started working as a junior sub-editor in the Bhorer Kagoj. Later joined Asiatic Marketing Communication. Worked for 10 years in Grameenphone, the top company in the telecom sector. Then his journey started in the country’s ICT industry. Started Content Matters Limited out of Grameenphone. Its flagship is Rabbithole, which is popular for live streaming of cricket and football.
Rafiq Ullah obtained his MBA degree from IBA, University of Dhaka. He was involved in various social and cultural organizations since his student days. He is involved in many organizations like IBA Alumni Association, IBA Alumni Club, Old Laboratory Association, Dhaka University Friends Alliance, DUFA Club, Dhaka University Film and Debating Society. He has been involved with BASIS for almost a decade.