Grameenphone, a Bangladesh telecom company, started its mobile phone business in 1997. Bangladesh is the country of which population is mostly categorized into so called the base of the economic pyramid(BOP). Despite the limited purchasing power of consumers in this country, the company's sales grew for 500%, and the profit grew for 250% in five years. This case raises questions why the company was so successful and how the market is different from that of developed nations. In addition, important lessons for multinational firms in participating BOP markets are discussed.