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ZONG BACKGROUND:

Zong is China Mobile's brand in Pakistan. China Mobile Pakistan (CMPak) is a 100%
subsidiary of China Mobile. China Mobile's first overseas operation came about when it
acquired a license from Millicom to operate a GSM network in Pakistan.

Paktel was the first ever company granted license to carry out cellular phone services in
Pakistan. However after the launch and rapid success of its competition in 1998, it lost
market share. In 2003, Millicom Corporation bought Paktel. In January 2007 Millicom
sold Paktel to China Mobile.

Paktel was re-launched in April 2008 with the brand name Zong. Zong is the first
International brand of China Mobile. It is meant to empower and liberate the people of
Pakistan in every nook and corner of the country. CMPak's edge comes from the
experience and expertise of running the world's largest telecom service and the
commitment they make to setting quality and customer relations standard

PARENT COMPANY: CHINA MOBILE COMMUNICATIONS

CORPORATION:
China Mobile is the world's largest telecom operator. Having a customer base of over 300
million customers, its network routes 700 million text messages every day and handles
250 million calls every hour.
China Mobile is perhaps the only cellular network that provides uninterrupted, reliable
coverage through tunnels, on highways, inside sky scrapper elevators as well on top of
Mount Everest.
One of the unique features of China Mobile servicing excellence is to customize its
products, services and tariffs to suit the individual needs of its huge subscriber base.
There are hundreds of payment/tariff options to choose from according to one's usage
pattern, budgetary limitations and nature of use.

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China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to offer
and operate voice, data and all value added services in the entire country. One of the
fastest growing cellular markets in the world, Pakistan is a key region that is likely to
offer expansion opportunities as well the chance to make a difference in the lives of a
growing clientele that is demanding and understands and appreciates better quality and
service standards.

China Mobile has been playing a leading role in the development of the mobile
communications industry in China and holds an important position in the international
arena as well. After over ten years of efforts, China Mobile has established a
comprehensive network with large coverage, high quality, rich variety of businesses and
first-class customer services. It ranks the first in the world in terms of the network scale
and the customer base. The total number of customers had exceeded 240 million.

China Mobile has provided GSM roaming services with over 271 operators in 206
countries and regions and GPRS roaming services with 93 operators in 101 countries and
regions in the world. Its mobile short messages can be sent to 214 operators in 106
countries and regions and multimedia messages to 21 operators in 6 countries and
regions.

China Mobile has successfully attracted investment from the international capital market
with its sound performance and great development potential. Being included in the
Fortune Top 500 for 5 consecutive yeas, China Mobile's latest ranking is No.224.It also
ranks the 4th and 2nd in the Top 500 Chinese Enterprises in terms of its overall strength
and service provision respectively by the China Enterprise Confederation and China
Enterprise Directors Association in 2005.The listed company of China Mobile has been
the only Chinese company among the Forbes Top 400 World's Best Big Companies for 3
consecutive years.

China Mobile is not only a profitable company with robust financial performance and

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stable cash flow, but also the one with growing potentials and prospects. Looking
forward, China Mobile defines its strategic goal of "becoming a worldwide leader in the
telecommunications world and achieving leapfrog evolution from excellence to
preeminence". To this end, China Mobile will adhere to its core value proposition of
"Responsibility Makes Perfection" and spare no effort to improve its competitiveness by
implementing the concept of scientific development. with its well-built operation system,
outstanding organization structure and fully-trained personnel, China Mobile aims at
building a framework of "One CM" featuring mobile and information expertise and best
service quality.

ZONG -CM PAK

China Mobile Pakistan (CMPak) is a 100% subsidiary of China Mobile. The pioneering
overseas set up of China Mobile came through acquisition of a license from Millicom to
operate a GSM network in Pakistan.

So far CMPak has invested a huge dollar amount in the telecom sector in Pakistan .With
ambitious plans to cater to the fastest growing Pakistani market and to win over the ever
demanding Pakistani customer, it aim to offer unprecedented coverage, voice and data
services as well as a wide range of tariff options to choose from.

CMPak's edge comes from the experience and expertise of running the world's largest
telecom service and the commitment they make to setting quality and customer relations
standards.
CMPak is geared to offer neatly packaged VAS products that will benefit the individuals,
corporate as well as small businesses. Led by a team of professionals from the field of
cellular communication, CMPak is determined to make its mark in the Pakistani market
and to change the way people communicate.

ZONG is the first International brand of China Mobile being launched in Pakistan. It is
meant to empower and liberate the people of Pakistan in every nook and corner of the

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country. It aims to become a part of their hearts, their minds and bring about a change in
their lives that every one desired but few thought would be possible.

The core essence of ZONG is to allow people to communicate at will. Without worrying
about tariffs, network coverage, capacity issues or congestion. ZONG will be supported
by ground breaking communications, trend setting customer service and an unmatched
product offering which will redefine rules of the game and establish ZONG as a serious
contender for the number one spot.

ZONG offers its customers with entertaining & innovative value added services and will
empower them by giving a wide variety of products, services & content to choose from.

MISSION STATEMENT:

“To be the leading mobile operator of Pakistan by continuously

innovating and offering exceptional quality services; to be a good
corporate citizen and envoy of friendship between China and Pakistan.”

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ZONG VISION:

Zong’s vision is to make communication exciting and become the leading

mobile operator in Pakistan.

Vision components:

• Conduct with integrity and live company principles.

• Deliver continuous innovation and exceptional quality services
• Foster an internal environment of innovation, collaboration and trust.

In doing so, CMPak aims to become customer’s partner of choice, industry’s employer of
choice, and shareholders investment of choice.

ZONG VALUES:
Core Value:
Responsibility makes Perfection

Five Key Values:

• Trust Worthiness

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• Respect
• Responsibility
• Communicate Openly
• Team Work

Guiding principles of Zongerz

The Employees (Zongerz) of CMPak are guided by the following principles. They
describe the company as they want it to be. They believe that their decisions and actions
should to demonstrate these values. Zongerz believe that putting the values into practice
creates long term benefits for shareholders, customers, employees, suppliers and the
communities they serve.

• Employees take responsibility for quality of a product.

• Employees deliver customer satisfaction.
• Employees act with integrity in all we do.
• Employees value each other.
• With responsibility comes perfection.
• Employees regard our suppliers as essential team members.

Zong environment:

CMPak is a dynamic organization with an equally empowering culture that allows people
to make the most of their skills, personality and career. As a company it delivers solutions

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that drive business value, create social value and improve the lives of every customer
(internal & external).

CMPak is a special place to work. Employees at CMPak gain help in developing their
capabilities and are recognized and competitively rewarded for their performance.
All employees at CMPak have a right to offer input and be involved in helping their team
grow. Creating a work environment in which employees can improve their minds,
continuously learn, gain professional growth and feel inspired by similarly motivated
individuals is fundamental at CMPak. In turn, we expect that employees share CMPak's
vision for company, team and individual growth and that employees will strive to make a
difference every day. This exemplifies CMPak's commitment to people.

BUSINESS PHILOSOPHY:
Business Philosophy is based on:

• Solid commitment to growth.

• Consumer convenience.
• No compromise on quality.
• Connectivity with reliability.

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BRAND IDENTITY:

ZonG is similar to the “Zhong” of Zhongguo (China) in pronunciation, “Z” descends

from the initials of “正德厚生” (“Zheng De Hou Sheng” means correcting morality and
nourishing people) and “ 臻 于 至 善 ” (“Zhen Yu Zhi Shan” means always pursuing
perfection) in the values of the master brand China Mobile. At the same time ZonG
inherits the brand color of China Mobile: Blue, it symbolizes ZonG has adopted the
essences of the master brand.

The hieroglyph “O” illustrates that when we part our lips into the sharp of “O”, we can
scatter our voice into every corner of the world. “O” represents the gesture or the
movement of lips when people are saying “OK” meaning that this brand is accepted and
approved by customers as well. The color of salmon pink implies the accessible and
energetic international image of China Mobile.

The lowercase “n” shows the new brand is in close proximity with customers. The “n” is
the initial of the Chinese greeting “您好！/你好！” (Nin Hao/Ni Hao, that means hello)
The “n” is more representative of “need”, Zong is conscious of people’s needs and regard
satisfying them as responsibility

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The capitalized “G” proclaims China Mobile’s ambition and determination towards
globalization.

Product Markets:
Product types, varieties, and brands:
Zong offer the following type of packages:
Prepaid Packages: ZONG 45, Break Time Offer [Friday Noon to 4 pm], Free Package,
ZONG 65, 12 Aanay Package, 50 Paisa/Call (8 Aanay), ZONG Super Free Number, Aik
Second Package, Late Night Offer.
Postpaid packages: SMS Bundle, Gprs packages, MNP.
Zong is versatile in a sense that is targeting almost each and each and every class of the
customers.
Zong mobile: Zong is the first company who introduced mobile with the brand name of
ZONG. It is available at very cheap price. Anyone can get it paying Rs. 1900 with Rs
1900 balance. Large number of people appreciates and gets the mobile immediately.
Zong USB:

Sales volume and trends:

As per latest stats issued by Pakistan Telecommunication Authority, cellular subscribers

in Pakistan are about to hit 92 million mark. There are total of 91,978,760 were reported
as of April 2009.
Month of April showed an upward trend with 0.6 percent growth – that’s second highest
since November 2008.
Zong stood first by capturing most customers in April 2009, while all cellular companies
collectively added 536,419 customers.

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O R G A N IZ A T IO N C H A R T

CEO

COO CFO CTO C IO

IT
M A R K E T IN G F IN A N C E ROLLOUT HR PMO
O P E R A T IO N S
O P E R A T IO N S

S A L E&S F IN A N C E N P&S IT P R O J E C T S
D IS T R IB U T IO N C O N TR O L

C U S TO M ER
PROC U REM EN T O&M A D M IN I S T R A T IO
S E R V IC E S N

C a ll C e n te r

C OR POR A TE CSC
SA LE S

C O R P O R &A T E
REGULATORY
A F F A IR S

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Marketing Programs
As the customers are spread all over the country, the broadcast medium is used to
communicate the value of the product. Local medium like sign boards, billboards, posters
and wall choking is used to communicate the value. Local area franchise work in different
areas and have the people who can communicate in local language.

STRATEGIC MANAGEMENT AT ZONG

After CMCC purchased Paktel, the corporation planned to increase investment in the
local telecommunications infrastructure, promote local telecommunications, and improve
employment levels, bringing Pakistani people real benefits. This acquisition has achieved
a win-win situation between the two countries, and contributed to enhancing the
Pakistani-Chinese friendship, and deepening their strategic partnership.

The management process at Zong is strategic because it involves preparing the best way
to respond to the circumstances of the organization's environment, whether or not its
circumstances are known in advance; response to dynamic and even hostile
environments..

Industry experts believe that acquisition in Pakistan is a significant breakthrough for

CMCC of its “Going Global” strategy. Strategic orientation guides the company’s
overall direction.

Zong believes that decisions have a long lasting impact and implications. Decisions
directly impact mission of the organization. The decision moves the Organization into a

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New Domain or Direction. It Involves Commitment of Key Resources. Most important of

all it involves and affects people. Its effect however may not be visible in short run.

• At Zong strategic management is directly linked with the core decision making
• Parent company – CMCC after extensive coordination with chiefs identifies and
defines the broad targets to be achieved by Zong CM Pak.
• Zong Senior management which includes all the chiefs then further defines the
targets as per the vision to their respective departments.
• Each department follows its own methodology to achieve defined targets and
employee personal inputs are always valued.
• The formulated strategy is communicated by Department Heads in the form of
department objectives.
• Each department defines its own mission with senior management’s involvement
and work accordingly to achieve its goals.
• To reinforce implementation of strategy weekly sessions are held in which senior
management meets and shares their updates on key targets to be achieved.

Strategy Focus ON:

• Cost Leadership
• Expansion of network.
• Acquisition of other Telecom Businesses in Pakistan.

SEGMENTTATION
HUMAN RESOURCES DEPARTMENT

Mission:

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To facilitate Organizational growth through innovative & effective HR and people

practices.

Functions:
• Organizational Development
• Recruitment
• Compensation and Benefits
• Operations

ENGINEERING DEPARTMENT

Mission
To operate and maintain the GSM network, in minimum cost, maximum availability and
up to the defined quality levels. Building quality network nationwide insight with
existing & future capacity prospectus nationwide with minimum cost and accomplished
in the targeted time.

Functions:
• O&M
• Rollout
• NP&S

FINANCE DEPARTMENT

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ZONG has strong financial position since its inception. China has been invested $1500
million in Pakistan for Zong and wants to invest more. The improvement in net earnings
resulting from strong internal sales growth from both postpaid, prepaid segments.

Functions:
• Payable
• Treasury
• Financial Accounting
• Taxation
• Fixed Assets
• Project Accounting
• Sun System (Accounting Software) Administration

ADMINISTRATION DEPARTMENT

Mission
To anticipate the needs of all departments and their employees, to address their demands
for creating better safe and secure friendly working environment, to accept challenges,
achieving goals thus portraying an outstanding image of the company and ultimately to
be the No. 1 Admin. operation within CMCC by any measure.

REGULATORY & CORPORATE AFFAIRS DEPARTMENT

Mission
Maintain the most affable relations with the government to ensure support and facilitation
in the technical installations and the commercial activities of the organization

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LEGAL DEPARTMENT
Mission
To pre-empt, identify and assess potential legal matters, to ensure smooth sailing of the
company, thus provide legal service to safeguard the interest(s) of the organization, and
welfare of its stakeholders.

INFORMATION TECHNOLOGY DEPARTMENT

Mission
To provide lowest cost and highest speed systems through Automation, centralization and
out-sourcing.

Functions
• IT Projects & Planning
• IT Infrastructure
• IT Systems & Database Management
• IT Operations

MARKETING DEPARTMENT

Mission
ZONG Marketing Department will become the best Marketing Department of the
industry in terms of adding value to their brand name, improving the image of the
organization, increase in sales, with quality of people and team spirit to lead the
organizations towards the achievement of short term and long term goals.

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SALES & DISTRIBUTION DEPARTMENT

Mission
To maximize the number of revenue-generating subscribers by efficiently planning &
executing the policies & operations related to product visibility & availability.

DISTRIBUTION

Zong purchases equipment from four companies ZTE, Ericson, Alcetle, and Hawaii.
These are the venders and operator of Zong. Zong distributors are franchises, customer
care service centers and different outlets. Zong has 22 CCSC and 100000 different outlets
in Pakistan.

CUSTOMER SERVICES DEPARTMENT

Mission
To realize the perceived value of the customers and build higher expectations through
excellence in service.

Customer service centers

“The beacon of ZONG’s impression and torch bearers of a new era in customer
interaction, taking customer service into a portal of customer excitement. These are the
doors to ZONG’s first and foremost realization of its promise to excite customers with a

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new trend in service. Setting the tone and ambiance which is second only to your home,
these are ZONG’s arms across the country to welcome everyone to experience the
comfort when a true promise is fulfilled.”

REGIONAL BUSINESS UNITS:

• North
• South
• Central I
• Central II

SWOT ANALYSIS OF ZONG:

Internal analysis:

Strengths

Lowest rates Nation Wide

Zong provide lowest rates as compare to other telecom industry it’s a great thing
which is only provided by zong.

Strong image of Parent Company

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Zong have a strong image of their parent company china mobile. That is a plus point
for zong.

Network portability
Over 500,000 people have been switched to Zong from other networks.

Zong mobile
Zong has come up with another interesting promotion…. you get a phone, almost free
but with a year’s payment in advance.

Resources, Assets and People

• Being a multinational company Zong has huge resources in terms of capital. It
has billions of capital to invest in various projects. Its offices are luxuriously
equipped with every facility.
• Zong while choosing people for jobs follow the strategy of “choosing the best
among all” therefore majority of its staff people are highly qualified from
renowned universities of Pakistan. A certain persons are foreign qualified.
• So far CMPak has invested more than US$ 700 million in the telecom sector
in Pakistan and an additional US$ 800 million will be invested till the end of
year 2008.

Location and Geographical Coverage

• Zong is also covering the all cities of Pakistan and in 2008 Zong completed its
record sites 1000 in Pakistan its great achievement.
• Zong is covering the northern areas of Pakistan rapidly.

Weaknesses
Bad image
Bad image of associate with Paktel. And still now having old staff of Paktel.

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Brand standing
Zong have Week brand standing as compared to other telecom companies because
they are new in the market.

Bad MIS
Zong does not have the proper lists of its customers. It has the list but this list is not
authentic which is increasing the unauthorized use of its sim specially pre pay. Zong
have to take serious steps to properly list its customers to ensure that there is no
misuse.

External analysis:

Opportunities
Expand Globally
ZONG can expand the globally and can develop it strategy in other countries.

Acquire / merger
As warid is going in loss and in the condition of liquidation its big opportunity for
Zong to acquire warid telecom.

New product development:

Zong can introduce new products such as dish TV.

Opportunity in northern areas

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Zong can have a clear edge over the competition in the Northern Areas especially, as
China Mobile has huge experience of network operation in similar high mountainous
areas in China itself.

Pak China Border

Zong can cover the border of China, with the Karakoram highway (old Silk Route)
and can play a vital role in freight transportation.

Threats:
• Threat of new entrance.
• Bargaining power of buyers.
• Bargaining power of suppliers.
• Threat of substitute product

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Threat of New Entry

• As government of Pakistan is showing liberalism in case of
telecommunication sector and opened its policies to award new licensees to
new mobile service providers so threat of new entry is high.
• As for this business companies need a well established distributions and
franchises network so threat of new entrant is high in this case.

Bargaining Power of Buyers

• Power of buyer is high in telecommunication sector. There are six market
players and players are offering different packages at different prices and a
situation of price war is running. Buyers have a power to buy any package
which is suited to them.
• Cost of switching from one company package to other company package is
low. Hence, power of buyers is high.

Bargaining Power of Suppliers

• The power of suppliers is low in case of telecommunication sector.
• But the fact is that numbers of suppliers are few in the market but they are
competing in the market to make agreements with mobile service providers.

Threat of Substitute Products

• Government also gave so many land lines and wireless local loop licenses to
different companies like PTCL wireless local loop, GO CDMA, WORLD
CALL etc. these services in future will be like mobile phone services like
they are planning to offer services a lot but currently they are offering SMS
and CLI services to their customers.

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PEST ANALYSIS:
In order to survive and remain profitable in
today’s competitive marketplace, Zong need to
be able to react and adapt to changes in the
external environment and ideally be proactive
in impacting these forces. External environment
factors can be classified into five general
categories: competitive, social/cultural,
economic, political, and technological.

POLITICAL FACTORS
Political Instability:
Pakistan is facing political instability causing danger for the telecom industry. But the
political factor does not effect on Zong so high because Zong related from china and
relationship of china and Pakistan is very strong.

Deregulation:
The telecom sector of Pakistan has successfully liberalized in an efficient, transparent and
fastest deregulation of telecom in the region. The Government of Pakistan gave the status
of Industry to Pakistan Telecommunication Sector.

Changes in Tax Laws:

Tax rates have been increased day by day government tax rate of call is 15% and
recently government increased it by 6 % more.

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ECONOMIC FACTORS:
Gross Domestic Product:
Telecom sector of Pakistan has a share of almost 2 percent in National GDP.

Average Revenue per User (ARPU):

The average revenue per user is falling. It does not affect value able on Zong. Because
Zong started in same condition.

Decline in Money Value:

The decline in Rupee value against the US Dollar, the decrease in the interconnect
charges and lower priced tariffs have resulted in an overall decrease of ARPU in US
Dollar terms.

Outflow of Capital:
The ongoing economic turmoil along with the worsening of security conditions in
Pakistan has caused an increased outflow of capital from the country.

TECHNOLOGICAL FACTORS:
Technological Development:
Companies are investing in their infrastructure to not only expand but also to upgrade
their existing structure. As the competition is strong Zong is focusing on its value added
services.

Technological Advancement:
Currently all companies are providing Multi-media Messaging Services (MMS), General
Packet Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks,
Conference Calling, Wallpapers Animated pictures Polyphonic ring tones (WAP), and
Voice Mail at low price.

Technological Trends:

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The well-recognized technology trends that are influencing the evolution of the network
indicate that:

• The cost of a call is becoming even more insensitive to the distance;

• The modularity of the network is increasing;
• The networking is shifting from circuit-switched to packet-routing;
• The voice communication is now independent of the network;
• The geographic boundaries are irrelevant for emerging technology;
• The intelligence and function are moving away from the central office.

In these conditions competition is very strong among competitors. Zong is improving

itself in technology.

COMPETITIVE FACTORS
Major competitors of ZONG include
• Mobilink
• Ufone
• Telenor
• Warid

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COMPETITORS

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Cellular Service Market Share

Provider
Mobilink 31.6%
Ufone 21.5%
Telenor 21.6%
Warid 18.8%
Zong 6.1%

Zong customers
Zong launched its service all over Pakistan in April 2008. Earlier on, we assumed that
they inherited ordinary network which was under consistent up gradation since China
Mobile acquired Paktel, but even after 15 months quality of Zong’s network has not
reached up to the standard.

We know that Paktel’s GSM network was rolled out by ZTE, however, latter contracts
were granted to Ericsson and Alcatel-Lucent. So when we talk about technologies, Zong
has the benefit of experiencing both European and Chinese vendors.

It is said that complaints, largely coming from central and south regions are more of
maintenance flaws instead of network equipment constraints. It
is believed (by network experts) that network engineers (from
RF) are responsible for significant number of downtime of cell

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sites, lack of statistical data keeping, planning, and optimization of network and its
utilization.

Voice quality, network congestion, signals issues or not signals at all, and similar
concerns are what bothering Zong customers despite the best tariff available.

FUTURE STRATEGY:

• More transparency and increased flow of information b/w CMCC and Zong
• Acquisition of other cellular companies in Pakistan.
• Market leadership by utilizing strengths of acquired companies

CONCLUSION:
Since CMCC takeover i.e. within one year only, Zong has achieved great milestones.
Some of the achievements are as follows:

• Growth in the subscriber base from 2 million to 6 million.

• Many products like BYN Franchise, Super Free Number, BYN Home Delivery,
BTO Media Campaign, Yaari Load, Unlimited Free Numbers, 12 Aana package,
8 Aana Package, SMS bundle, Handset offer etc were launched.

• The industry record was broken by setting up over 3000 BTS Towers in a year as
Phase one regime.

• Many mini exchanges were installed for capacity building; network has a capacity
to now support 2 crore users

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Recommendation
• Zong Telecom should be increasing their network coverage and foot prints in
every corner of the country to capture the market.
• Zong should adopt the strategies of market penetration market development and
related diversification, but the most effective strategy would be market
penetration.

• In the SBU of Zong mobile Zong should use the strategy of hold and maintain.

• Zong should hire the skilled management.

• Zong should not waste their opportunities and get more help as possible.

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