Submitted to.

Prof. Usman M. Ghouri

Wateen Telecom

Founded

2007

Founder

Abu Dhabi Group

Headquarters Lahore, Pakistan

Industry

Telecommunication

Products

Wimax,

Parent company Abu Dhabi Group

Website

www.wateen.com

HISTORY AND BACKGROUND

Wateen Telecom is the Abu Dhabi Group's latest venture in
Pakistan . After the successful launch of Warid Telecom in Pakistan,
which has a subscriber base of over 10 million customers in 145 cities,
Wateen Telecom has been set up to become the leading "Carrier's
Carrier" providing services based on quality, reliability and affordability
in the communication and media sector.
Wateen Telecom is Pakistans one of the largest communication
company in the private sector that has helped moving forward the
country into a digital revolution with its ability to seamlessly connect
and enable smarter, faster, cost-effective and flexible communication
solutions to reach its customers.
COMPANY
Wateen offers a complete range of carrier class telecom and
multimedia services like wireless and fixed line telephony,
broadband for data, internet and TV/multimedia along with a host
of other value-added services and applications like, DTH, Longhaul, Metro Rings, HFC, VSAT, WiMAX etc., to set the standards
for a new era of communications and entertainment in Pakistan .

Wateen Wimax is :
New arrival in Pakistan
Covering almost Complete Pakistan largest Communication
Company in private sector of Pakistan
Seamlessly connect, cost effective, flexible
Offering a wide range of carrier class telecom and multimedia
services
Setting the standards era in Pakistan

4 Ps of marketing
1. PRODUCT
WATEEN WIMAX
Satellite system
Better Quality
Freedom from Cable Guy
Watten wimax is mixture of consumer and industrial product (According
to its usage) it is a internet brand banned that provide as many internet
facilities. Watten offers you a complete option freedom to connect
friends and also provide facilities to internet user. Wimax is latest
technology in Pakistan internet field with the following:

Video games
Movies
Connect with friends
High speed
Geographic mobility

What is unique about Wateen WiMAX

Wateen WiMAX is a true broadband solution that provides an "always
on" connectivity on wireless technology. Wateen WiMAX provides
customers hassle-free and immediate access to high speed Internet and
Voice services simultaneously. WiMAX is an internationally recognized
standard for wireless broadband connectivity and Wateen is proud to
have commercially launched the first 802.16e compliant network in the
world and usher Broadband in Pakistan so that people can enjoy
revolutionary, affordable broadband communication and media services

Wateen products
.

WATEEN WIMAX

Product life cycle

Introduction
growth
Maturity
Decline
Wimax can be considered as in Growth rate as It has increasing sales, Promotional activities
are high and It has recognization among people. Wateen Wimax is gaining Popularity and have
many costumers who are switching to Wateen.

2.Price

Tarrif of Wateen WiMAX Broadband is as Under.

Watten telecom use the innovation pricing. They use skimming pricing
strategy.
for the first time in Pakistan company introduce student package
business packages

Also provide some packages

Wateen Broadband WiMax Internet
Wateen offering wireless internet connections in USB/WiFi
devices which are 256kbps/512kbps/1Mbps.
Offering unliminted,10GB and 5GB packages.
IMbps package as low as 699 Rs Per Month Only.
Wateen Brings Wimax Wireless Internet in USB and wifi
devices
No need of Telephone Line
Installation within no time at customer Premises
Home delivery service free of cost
Unlimited Packages, Prepaid/Postpaid Packages
Just on one call get Wateen Connection .
Portability(Moveable) is another important feature, You can
use Internet anywhere in 22 major cities of Pakistan . Device we
will provide is small in size and you can carry it anywhere with

you
Join Wateen online gaming zone for Free
Offering unliminted,10GB and 5GB packages
Monthly Charges for 1Mbps Packages
1Mbps/5GB in 799Rs, 1Mbps/10GB in 1199Rs,
1Mbps/Unlimited in 1499Rs
Subscription of Indoor/Outdoor CPE (one time only)
Subscription for unlimited & 10GB packages RS. 1000
Subscription for 5GB packages RS. 1500

Basic Package:
The pricing is sensitive and prefers price over variety and
quality of internet facilities. Its package is targeted to
segmented, with basic features of wimax. The packages pices
are reasonable for both business and home use.

Premium Package:
This package is targeted to segment SEC BC , with basic
features of wimax plus the facilities, and with unlimited
downloading. It is because segmented demands variety and
quality of internet service , but also it does not want to pay a
higher price for the service. Therefore, a package with more
number of facilities than basic package, which fits into their
buying capacity, is suggested for segment.

3.Promotion

Company totally advertise their product. Wateen use all

promotional tools instead of public realtioning they use all
medium for advertisement .

Broadly speaking the promotional goals of the company are:

1. To create awareness about wateen wimax(without cable)

2. To encourage people who use cable

The company plans allocate a substantial chunk of its budget for

spending on communication through electronic and print media
for initially.
Reema signs as Wateen's Brand Ambassador
Reema, a celebrity with an immense fan following around the
world, signs with Wateen as the Brand Ambassador. She was
formally introduced to the media through a press conference

4. Distribution

Distribution is one of the important decisions to

be taken by the company. The company aims for 100%
geographical coverage though in phased manner. It involves
delivery of service to end customer, and starts from purchase of
equipments, their installation and service. For this our own sales
force and trade partners are very important. For this the
company distributes total area of service in to manageable zones

for like North, Central and South. The company plans to open
Sales & Customer Service Centers at various major cities and
towns in these zones. However, keeping in view of the nature of
the service, new orders as well as customer complaints are
managed electronically. For this purpose the website of
company is playing a major role. For example if somebody logs
on to website of the company and shows interest in purchasing
system of Wateen, he can be asked to fill an information form
electronically proving all necessary information of geographical
location of the customer. This information is passed on
electronically to the relevant area service centre or nearest
franchisee through MIS of the company to contact and provide
necessary service

Coverage:
Wateen is currently providing mainly outdoor and limited
coverage in the following cities:
Abbottabad
Jhelum
R.Y. Khan
Bahawalpur
Karachi
Sahiwal

 D.I. Khan
Lahore
Sargodha
Faisalabad
Multan
Sheikhupura
Gujranwala
Okara
Sialkot
Gujrat
Peshawar
Sukhur
Hyderabad
Quetta
Islamabad
Rawalpindi

Segmentation of product

Age.
Pakistans population has been growing at a decelerating pace,
from 3% in 1981 to 2% in 2004. It took almost 23 years for
population growth to decline by just over one percentage point.
Decline in the mortality rate owing to the elimination of
epidemic diseases, improvements in health facilities, and a
modest decline in the fertility rate resulted in negligible decline
in population growth. About 50% of the total population falls in
the age bracket of 0-19 years. In absolute terms, about 83
million people, equal to the total population of Germany , in
Pakistan are below the age of 19 years. However, the decline in
population growth and death rates indicate the future changes in
demographics of the population. The proportion of the 0-19 age
brackets will continue to decline, while the 20-39 age brackets
will continue to increase. It is expected that 30% of the
population will be in the age group of 20-39 by 2015.
A substantial number of households run their own businesses or
are selfemployed. The major businesses are import/export,
manufacturing, and retail. The nature of business also varies by
region. Sialkot is the major centre for leather products, sports
goods, and surgical instruments, which are exported all around
the world. Faisalabad is home to the textile sector, whilst the
major hubs of the financial and industrial activity are Lahore and
Karachi . People in rural areas are mostly connected to
agriculture. Recognizing the growth of the middle class, several
multinationals have expanded the scope of their businesses in
Pakistan . Services have also witnessed an enormous growth,
offering attractive jobs and careers. IT is another sector that has

raised the bar with respect to pay scales, especially in the

metropolitan areas.

Education
Majority of the population with primary or no education live in
the rural areas of Pakistan . Ideas regarding the importance of
education are changing, aided by government programs to
promote education. There has been an increase in the number of
people attaining a level of education. Currently, the literacy rate
is 54% in Pakistan . The government plans to improve it to at
least 65% in the coming years. The main target is the rural areas
where lack of educational infrastructure and awareness are the
main constraints

Consumer income
The increase in incomes of the middle and upper-middle class,
led by the growth of the industrial and the services sectors, has
had a significant effect on consumer lifestyles. With fewer
individuals in a household, and the increasing number of women
in the workforce, consumers have limited time at their disposal.
There is, therefore, an increased reliance on consumer durables
by the average household. This means that demand for
appliances has increased noticeably. Items such as microwave
ovens tumble driers, and CD players, which were considered to
be luxuries, have now become regular items in the urban

household. However, appliances such as dishwashers and

vacuum cleaners are not so common. The reason for this is that
cheap domestic help is available. Dishwashing and house
cleaning is usually done by maids and cleaners in the urban
areas. The usage of mobile phones has also increased
dramatically. In fact, the demand for mobile phones grew by
more than 10 times over the 2-year period ending in 2003.
Similarly, cable television gained immense popularity in the
urban areas, leading to a greater demand for color televisions.
Reference
Reference

http://indexmundi.com/pakistan/economy_profile.html

Pakistani consumers becoming more quality

conscious
Pakistanis, in general, are becoming more quality conscious.
They are fully aware of the leading brands in consumer
appliances, and now demand after sales service and warranty for
products purchased. This is evident by the number of branded
American, Italian, and German products that are readily
available. It reflects changes in the buying behavior of the
customer, and an increased sophistication level of consumers.
Pakistanis seem more ready to adapt to new technologies that
provide comfort and convenience. The advent of Chinese
products is an important development, leading to a general

reduction in prices, and hence increased affordability for

consumers, which has further enhanced the trend for the
increasing demand for durables, especially amongst the lower
income consumers, as they are more price sensitive than other
segments of the population.

Technological.
Technology is most attractive for customers if new. Wateen use latest
form of broad band in internet services withut cable for the first time in

Pakistan . before wateen wimax no broad band internet without

cable in pakistn so wateen use new technology in internet broad
band market.
WiMAX is one of the latest technologies that have been
introduced in Pakistan and it has acquired a huge number of
subscribers in a very short period, because of its features, such
as high-speed data transfer, wireless availability and integrated
services including telephony and VoD. Wateen is the pioneer of
WiMAX in Pakistan and it has survived over a long period,
being the only WiMAX provider in Pakistan .
Now, Mobilink has also launched its WiMAX services, which
brings a competition among both of these companies. Both,
Wateen and Mobilink are integrating their services, offering new
projects and doing a competitive business these days.
At this point, Wateen gets a benefit because of its already
established network and working experience, which has
highlighted several issues that were unnoticeable before
executing of the entire project.

Wateen and Mobilink are investing heavily on enhancing their

services. Wateen has an advantage of its already built network
where investment simply means an upgradation of the entire
system while Mobilink will have to set new roots for promoting
WiMAX culture in Pakistan . The current market graph for
Mobilinks WiMAX is continuously decreasing, even after
having observed all the facts and figures of Wateens
performance for over a year, Mobilink is still unable to provide a
quality service
Economic
With a per capita GDP of about $1042 in 2006, the World Bank
considers Pakistan a developing country. No more than 48.7% of
adults are literate, and life expectancy is about 63 years. The
population, currently about 165 million, is growing at 2.09%
annually. The Gross Domestic Product in the country was
$106.3 billion (est. in 2007) with an annual growth rate of 6.4
percent in the same year. The following graph shows the annual
average growth rate of the GDP in the economy.
However post elections scenario does not support the figures
shown by the previous government. Economic experts say that
these numbers were cooked up; most of the foreign direct
investment shown was actually US aid coming in the form of
military support for war against terror. The Shaukat Aziz
government also received support from world bodies like the
World Bank and International monetary fund.
After September 11, 2001, and Pakistan 's proclaimed
commitment to fighting terror, many international sanctions,
particularly those imposed by the United States , were lifted.

Pakistan 's economic prospects began to increase significantly

due to unprecedented inflows of foreign assistance at the end of
2001. Foreign exchange reserves and exports grew to record
levels after a sharp decline. The International Monetary Fund
lauded Pakistan for its commitment in meeting lender
requirements for a $1.3 billion IMF Poverty Reduction and
Growth Facility loan, which it completed in 2004, forgoing the
final permitted tranche. U.S. assistance has played a key role in
moving Pakistan 's economy from the brink of collapse to
setting record high levels of foreign reserves and exports,
dramatically lowering levels of solid debt. A major part of the $3
billion five-year U.S. assistance package to address Pakistan 's
long-term needs in the health and education sectors. Also,
despite the earthquake in 2005, GDP growth remained strong at
6.6% in fiscal year 2005/2006. In 2002, the United States led
Paris Club efforts to reschedule Pakistan 's debt on generous
terms, and in April 2003 the United States reduced Pakistan 's
bilateral official debt by $1 billion. In 2004, approximately $500
million more in bilateral debt was granted.

Competitor analysis
When wateen launch wimax broad band no
one in pakistan direct competitor of wimax . but many others
indirecct competitors are present. But now this time after
launching wimax broad band many direct compatitors are also
launch their produts in field of internet broad band for compute
wateen wimax

Indirect compatitors

 Ptcl(broad band)
Pakistan on line
o Cyber net
o Nexlinx dsl

o Real Pak internet

Direct competitors
Fowlloing are the broad bands who
compete wateen in market directly
Mobilink broad band
Zong witribe
Qubee broad band
Worldcall wirless
Proxim world class wimax
4G networks
CMPAK networking
After careful analysis we conclude that wimax is a unique
broad band for internet problems. Wimax provide solutions of
all problems related to internet .

References
PEMRA

 Economic survey
Press releases, internet forums.
http://www.economywatch.com/world_economy/pakistan /
Consumer Life Style Reports

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