Introduction of Mobilink Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and has become

the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan-a base of over 30 million and growing. Mobilink is the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-art communication solutions to its customers. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individual to businessmen to corporate and multinationals, to achieve this objective, Mobilink offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Compared to their competitors, both the postpaid and prepaid brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing voice communication services that makes the lives of millions that much easy, they also offer a host of value added services to their customers. At the same time, Mobilink places high importance to its coverage, which is why they cover 9000+ cities and towns nationwide as well as over 120 countries on international roaming service. Organizational structure of Mobilink is geographically divided into three Divisions North, South, and Central. Each division is further divided into Business Units that are as follows
• • •

North is divided into North I (Islamabad and Surroundings) & North II (Peshawar, FATA) Central into Central I, II, III & IV (Consist of Lahore, Faisalabad, Multan & Gujranwala Regions) South into South I & II (Karachi, Hyderabad and Queta)

Introduction of Departments In Mobilink House Multan there are 11 departments and all of these department works with integrity to achieve the organizational goals, so the importance of each department is critical at its space. The following pages discussed the major functions of these departments that I have observed during the internship at Mobilink House Multan. 1) 2) 3) 4) 5) 6) Direct Sales Indirect Sales CNC (Credit and Collection) Finance IT Engineering

They approach customer directly and they don’t use Franchise as an intermediate. • • • Indirect Sales (JAZZ) Indirect Sales (Indigo) Sales Operations Indirect Sales (JAZZ) deals with the managing the franchise network. postpaid connections and the Black Berry cell phones. . Sales Operation team provides back-end support to Indirect and Direct sales. SME’s and single customer also and to achieve sales target in the given period of time. and is the interface of commercial to all other departments. lifting of scratch card and to replace the Jazz Load Sims. The task of the Direct Sale team is that to visit different enterprises. managing retail and distribution at franchise. The Direct Sales team makes personal relationship with the big enterprises as well as SME’s and they provide them different services like connections and Black Berry cell phone and after sale services. keep the record of sales of franchise and deals with the processing of postpaid files. Indirect Sales (Indigo) deals with managing the postpaid sales of franchise network. The need of this department is to give value to the Enterprise customer. take the record of Jazz Load of each retailer. They also deals with the issuance of postpaid numbers to the franchise. Mostly they approach to cooperate clients and they sale them connections. ensuring achievement of sales targets. Black Berry sets and they also give them Enterprise Service Solution (ESS). give report to franchise regarding commissions of their sales. training of franchise employees and to coordinate with other departments for development programs. They functions of Sales Operation team are to take the record of Sales of Franchise.7) 8) 9) Customer Services Club Indigo Administration 10) Marketing 11) Security The brief introduction of all of these departments is as follows: 1) Direct Sales: The Direct Sales Department deals with the sale of prepaid. 2) Indirect Sales: They are further three sections of indirect sales.

do procurement and contracts. installation of operating system and development and installation of software. Another function of CNC department is the collection of bills from those customers who are defaulter. in this case CNC issue waiver to them.3) Credit and Collection: The CNC department deals with the giving credit to the corporate clients in the form of waiver of security and to give them credit limits according to their reputation and they also give waiver to individual clients like there is policy of company to give chance of getting one another connection of postpaid with the security of their previous connection to those whose previous record is very good. ii. deployment of the resources. Assurance of Network security and give rights to the users according to their job. Their core functions are to deal with the Networking of the entire PC in the office. and management of the performance of the equipments of tower and to maintain all the equipments in good working condition. The short introduction of all of the seven departments is as given below: i. So. They are involved in the centralized planning and implementation. procurement. operations system & support. finance logistics and do the internal audit. They also deal with processing of postpaid files. Their functions are act as treasury. Black Berry cell phones and all the accessories related to Black Berry phones. budgeting the expenses and do the reporting of all the activities. Switches are basically the router which routs the calls. EAN (Engineering Access Network) They deal with the tower related issues like planning for the construction of new tower. Moreover they also maintain the inventory of all types of Sims. 5) IT: IT department deals with all the issues related to computer operations. The equipments of switches are big in comparison to that of towers and switches are fewer in number. ECN (Engineering Core Network) They deal with the issues related to switches. performance management and maintenance of Switches. . 6) Engineering: In the Engineering department there are further seven departments. 4) Finance: Finance department deals with the all the accounts of company. ECN team deals with the planning. Planning for the finance from different resources.

value added services (VAS) and products. . told them about new promos. Logistic: Logistic deal with the issues related to the planning of location. and to solve all the queries of corporate clients.iii. To facilitate and guide both walk-in & cooperate customers through service centers. NOC (Network Operation Center) They deal with the alarms monitoring and software maintenance of systems. OAN (Operation Access Network) The NOC finds the problem in the equipments. They find the discrepancy in the equipment with the help of these alarms and then direct the concerned team to resolve that problem. iv. they give value to their corporate clients and they treat the corporate clients as VIP client and give them complete protocol in the form of services like issuance of new connection they do all the documentation for them. v. To minimize churn and increase revenue. Production: Production team deals with the construction of complete tower. site and all the legal issues related to acquiring of that particular site. 7) Customer Services: The basic responsibilities and core functions of CS (Customer Service) department are as follows: • • • • • To resolve the customer’s quires/requests and to provide optimal solution in minimum turnaround time. OCN (Operation Core Network) If NOC finds the problem in the equipment of Switches then OCN team will correct that problem. vii. keeping both company’s and customer’s interest in focus. Basically there are different types of alarms in the towers and switches equipment. To inform and update customers about upcoming promos. vi. Actually. if there is problem in the equipment of tower than OAN team will resolve that issue. 8) Club Indigo: They are deal with the issues related to corporate clients. Identify and resolve root causes of churn and strive to minimize it.

Customer Service Centre. There are three types of Jazz Load Sims 123Master Sims Distributor Sims Retailer Sims . access control doors and cameras in the whole office are the key features of the Security department. The security alarms.9) Administration: The basic functions of Administration are as follows: • • • • • • • Office Maintenance Travel & Accommodation arrangements Stationary requirements Courier services Vehicle maintenance Event management Cafeteria arrangements 10)Marketing: In Multan there is only one person for Marketing and he has to perform following functions: • • • • • • • Develop & execute regular promotions Brand Management Ensure successful product campaign launches Public relations Market research Sales analysis Advertisement in the local market 11)Security: The Security department aims to meet the security needs of the entire company by providing extensive security in the form of well-equipped guards and personnel at all offices and premises of the company. fire distinguishers. Multan Activities Performed During Internship Replacements of Jazz Load Sims: Jazz Load Sims are those Sims which are used to transfer the load from one Sims to another one.

Multan zone can replace 88 Jazz Load Sims in a day. Bhawalpur. in Multan zone there are fix quota for each region. Hasilpur. Vehari.The company has issued one master sim to each of its franchise. and Reason. Retailer’s CNIC ID. Master Number. Distributor Number. Retailer Name. lost. damage or Non Performance.g. All of the ZRO’s and RO’s have the similar format of our Master Sheet and they send their request according to that format. In that request there are replacement numbers and deposit slip. CTDMID. My major task was to replace the Jazz load Sims. In this format there are columns of Franchise ID. There are various steps in the replacement of Jazz Load Sims which are given below: • Start the MS-Outlook and open the email come from RO’s or ZRO’s. The Jazz Load team which is in Head Office Karachi has given Particular quota to each zone to replace the Jazz Load Sims on daily basis. they e-mail the request of Jazz Load replacement numbers along with their deposit slip. Mobilink have 58 Franchises in Multan Region. So they send request to me replace the Jazz Load Sims. Each of them has one Master Sim and they get load from Mobilink regional office. Moreover. due to stolen. Non Performance Sims are those Sims which are not performing well which means that there are some cases like some retailer wind up their business or the relevant person discontinue the operation and the remaining person having no interest in this or retailers has not transfer the Jazz Load to any number for a particular period of time then those Sims come in Non-Performance Sims. 50. In C-III there are seven regions these are Multan. One Master Sim has many Distributor Sims. Dera Ghazi Khan and Rahim Yar Khan. Each Sim is being replaced at the cost of Rs. Each region has ZRO (Zonal Regional Officer) and RO (Regional Officer) and they have a target to get maximum Jazz Load in their region and to minimize the NonPerformance Sims. Shop Name. Muzzafar Garh. We have a Master Sheet which we have made on MS-Excel in which there is a sheet for each region. The quotas of these regions are given below: Region Multan Vehari Hasilpur Bhawalpur Muzzafar Garh Dera Ghazi Khan Rahim Yar Khan Total Quantity 22 10 10 15 8 10 13 88 I have given a separate PC and login. . The ZRO’s and RO’s send me an email for the Jazz Load Replacement. Mobilink have seven zones in Pakistan and Multan zone is C-III (Central 3). In Franchise they are many sales persons who have Distributor Sim and they get load from the Master Sim and they go to their assigned market or area in which they transfer the load to the Retailer Sim and then retailers transfer the jazz load to the jazz connections. there are various reasons to replace the Jazz Load Sims e. Retailer Number.

In the final replacement sheet there are columns of MSISDN. DO (Distributor) or Retailer o Requested By is the name of the person who sends the final request to the Jazz Load team. Then we count the total numbers for the replacement and then we will multiply these numbers with 50. Requested By. If there is no duplication then we will copy all the numbers from their Excel sheet to our Master Sheet of their region. Old ICCID. In that way we will paste final 88 numbers on the final replacement sheet. o New ICCID is the nineteen digit Sim number which is written on the new Sim that we will give them after replacement. We select the replacement numbers on FIFO basis and in the Master Sheet in the end of each row we will write “issued” in the status column and the Date at which we have replaced it. If there is come any duplication then we will check the replacement date of that number we will not replace it. Distributor or Retailer. If the total amount of the deposit slip mismatch with the total amount of the requested numbers then we will call and email the sender about the matter and then we resolve the matter accordingly. Then we check the duplication of the requested replacement numbers from our Master Sheet that whether these numbers have been replaced before or not. o Type is the type of replacement number that whether it is Master. Date. and ID. we will copy the replacement numbers from the Master Sheet of all the regions according to their quota and will paste on final replacement sheet. In the deposit slips we also check the duplication of the slips that whether that slip is old or new for this there is log of slips in which we enter the deposit slip numbers and the date. In the given request we will check some things like there should be no discrepancy in their request and all of the columns should be properly filled. Then we will check the deposit slip of that request. o Date is the date of that day in which we send the request for replacement. After this we have started to prepare final replacement sheet which we have to send Jazz Load team. Type. it will be the total amount of the requested numbers. In that way we paste all the requests to their respective Master Sheet till 12:00 Noon. o MSISDN is the Jazz Load Replacement number it could be Master. Then we will open the Master Sheet of Multan and copy the ID of the franchise and the replacement numbers of first 22 numbers and then paste these numbers on the new sheet which is our final sheet of replacement. the total amount must be equal to that of the requested numbers. . if it is replaced within ten days otherwise we will replace these numbers.• • • • • • • • • • • • • • • Then we will see from which region they belong and then we will open the respective Master Sheet of that region. New ICCID. Similarly. In the final replacement sheet we have to send only 88 numbers for the replacement in a day doesn’t matter we have a request more than 88 numbers but if we have less than 88 numbers to replace then we can replace all of these numbers in a day. o Old ICCID is the old Sim number which we got from software VALISTA.

Targeting and Positioning is applicable like they have segmented the market into geographic. age. Mobilink use product-mix strategies like they position their product in relation to competitor. Magazines. • Placement: For the placement of their product they use the mean of middlemen i. income. Jazz PCO for the commercial users. After completing the final sheet I have to recheck it that it should be no mistake in it and then I forward that sheet to my boss and after checking that sheet he send it to the Jazz Load team for the replacement. The replacement numbers become active within 48 hrs. Radio.g. Indigo are mostly used by the business users whose usage is very high. product class or attribute and by price and quality. they also make public relations mostly with the corporate. Jazz Octane target the youngsters who are heavy usage rate of SMS. • Price: In the beginning they use Market-Skimming Pricing Strategy as an entry strategy. free air time. Jazz Ladies First particularly target the Ladies. The concepts of 4P’s are very much applied in the Mobilink like: o Product: Mobilink has launched their products on the basis of segmentation e. zero connection charges. gender. Franchise and Distribution Centre as in Central-III there are 58 Franchises and 2 Distribution centers. social class. o Application of Class Room Learning in the Organization The application of class room concepts that I have identified in the Mobilink are given below along with the course title: Marketing Management: • • Concept of Market Segmentation. Principles of Management: . reference group. benefits desired and usage rate basis. They also give different sales promotion techniques like they give free minutes. further they use price competition strategy in which they react according to their competitors and they charge more in indigo because they have some sort of monopoly in it.• • ID is the Id of Franchise from which there comes a request for replacement. on their credit card they give reward points which can be use in different places and to the franchiser they give different types of commission and rewards. Newspapers and Bill boards. • Promotion: They use different methods of promotion like they advertise their products in TV’s. Jazz One is the best package for calls in prepaid connection. Then we dispatch all of the replaced Sims to their respective Franchises.e.

Moreover the use of Outlook express is also the basic concept of computer concepts that I use very much. Scheduling. and sorting are the concepts that use of them is highest. strategic management processes are applied. forecasting. Wi-Fi. routers. taking managerial actions. radio and microwaves. recruitment. work specialization. comparing. processes. • Controlling: The concept of measuring.They are various concepts of Management that are applied here like: • Planning: In planning the concept of decision-making process. quality management. feedback control. process of interpersonal communication. performance appraisal methods. Data Base Management System: The concept of creating new tables. switches. organizational communication. formatting of tables. use of formulas. centralization and decentralization. VPN and remote computing are commonly used. LAN. normalization. GPRS. selection. self recognition. inventory management. forms and use of queries to process the data use of different filters are utilized very much. employee performance management. performance management and benchmarking are very much common. promotions. de recruitment. • Leading: In leading the concept of understanding group behavior. span of control. entity relationship. • Organizing: In organizing concept of departmentalization. incentives are used. supply chain management are applied. motivation tools like appraisal. Operations Management: The concept of location. Networking: In networking the concepts of routing. WAN. rewarding. bonus. Business Communication: . Introduction to Computing: The use of Excel is the basic concept that I used very much in Excel inserting record. prestige. compensation and benefits and career development are applied. capacity. employee training.

business letters. billing information. personal relationship and communication skills are very much important and used. replacement date. Learning in the Organization Learning is the basic purpose for our internship program in the business organization. There are lots of things for learning in such organization. agent’s detail etc. purchase date. As I use different software during internship so. Mobilink is pioneer of GSM technology in Pakistan. I learnt how to make persona l relationship with people. the things that I have learnt during my internship are as follows: • • • • • • • • • • • • • Time Management is one of the basic things that everyone should adapt and during my internship I learnt how to manage the time in so much busy schedule. International roaming in over 120 countries with more than 300 partners operator worldwide. I know how to find the subscribers detail in which there is complete detail of the customer and his connection e. pin code. transaction report. By this internship my confidence level has been increased. I work on MS-Outlook Express on the intranet and I learnt lot of new things of that. In another software I learnt how to send MPIN to retailers. Franchise owners. SWOT ANALYSIS Strengths: Following are the vital strengths of Mobilink: • • • • Market Leader in the Telecommunication industry with 41% market share. I learnt how to work in high pressure conditions. I learnt how to deal with the issues related to replacement of Sims and how to report the concerned team and how to take follow up of that report. Mobilink has largest network coverage in Pakistan and covering 9000+ cities. I learn how to make tables.g. puk code.The concepts of process of preparing effective business messages. and Zonal Regional Officers and Managers on telephone I learn how to make reports of daily replacements as I send reports on daily basis to the respective ZRO’s & ZRM’s. forms and queries on MS-Access and how to process the data over it. I learn how to communicate with Franchise staff persons. and memorandums. formation of report. I learnt how to make important decisions in critical situation. expiry date. . Corporate Clients. I learnt a lot about MS-Excel as about 90% of my work is on it so now I have good hand over it. villages and towns. activity sheet etc.

Security system is very good there are separate security department for this purpose. Premium brand image and Exclusive Black Berry Services. Mobilink PCO. By revising their pre paid packages by lowering the prices of SMS and other networks they can increase the retention of customers. There is no proper software available for Inventory system. Billing mistakes in indigo bills is common. money transfer and stock exchange. Helpline in different languages. Although there is conducive environment but there is still a yes boss culture up to some extent.• • • • • • • • • • • • • • • • Mobilink is at more competitive on experience curve. Fewer Advertisements now a day. Instead of using powerful tools of database they are still using flat file system and MSAccess with some extent. City Mobilink Credit Card. Mobilink has good competitive processes and procedure of operations. 91% of the companies in KSE 100 Index are powered by Mobilink Indigo. Opportunities: Mobilink has the following opportunities: • • • • They have an opportunity to provide different value added services like e-banking. online transactions. There is lack of interdepartmental communication. Highly skilled. Unmatched Value Added Services. energetic and motivated professionals. Here TC matters a lot. Mostly process are not efficient in the routine jobs. Mobilink fulfill the Corporate Social responsibilities Weaknesses: Following are the weaknesses of Mobilink: • • • • • • • • • • Mobilink is expensive in comparison to other networks. Only Mobilink has JSA technology through this retailers can verify the customer’s NIC from NADRA. The working environment is very good. Having strong brand equity across the country. Network problem and voice quality is still a big issue. . 57 Million Minutes per day. The environment is vey conducive. Mobilink is offering new services such as WiMax. By focusing on quality they can position their product on the basis of high quality product.

Pakistan is in very critical position due to this foreign trader is not interested to invest in Pakistan in these circumstances. By organizing events for some social causes they can improve the image of company. . Government strict the policies for the new connection and they give punishment to those retailers who have done the fake sales due to this sale of new connections are declining. Mobilink can increase its market share by entering new market segments. Wateen has installed brand new technology WiMax and though this they get USP while Mobilink is now thinking about that technology. Threats: The factors which can be threatened to Mobilink are as follows: • • • • • • • • Due to increasing demand of HR in telecommunication sector Mobilink’s employees are switching towards their competitors. Being a market leader they can make head to head competition to their competitors and to make them out of market. Due to intense competition Mobilink is losing its market share. Telenor has introduced H-Stick through which by inserting the Sim in that device you can connect through internet at your laptop or PC.• • • • • They are opportunity to provide the facility of internet connectivity to your laptop or pc through Sim. economic conditions are also in a very bad condition. In this year budget. By the expansion of network in that place where there is no network coverage of Mobilink. Due to the arrival of Zong most of the Mobilink’s customers are switching toward it due to their exiting packages. Political and economical instability and terrorism in the country. Mobilink has an opportunity to add further products to its existing product line. Due to instability in Politics. Economical Factors: Following are the economic factors which are affecting the whole industry: • As there is instability in politics. Telenor is getting the advantage of increasing subscribers in that market. Telenor have packages like djuice and talk shawk in prepaid connection have threatened the Jazz Octane and Jazz prepaid by their exciting offers. PEST ANALYSIS Political Factors: The political factors that are affecting the Mobilink’s policies are as follows: • • • • Political environment of Pakistan is unstable in the current situation. Government imposes heavy taxes on telecommunication sector and they increase the taxes more than double and now it is 21% on every call.

Most of the people dislike anything extra-ordinary or something which sabotage their culture or sub culture. As there are different languages spoken in Pakistan so. Unemployment rate is going up and up with the increase of level of poverty. As most of the population of Pakistan lies in low income range therefore they should target those customers and give them cheapest possible package.• • • Inflation rate is going high and high and the value of Rupee is going down and it proves as very drastic for the economics of country. Technological Factors: Following are the technological factors which company should concern: • • • • • Companies have technology with which they can compete in the Pakistan and now companies are investing in their infrastructure to not only expand but also to upgrade their existing structure. They are also doing research regarding 3G technology. Socio Cultural Factors: The Socio Cultural Factors which can affect Mobilink’s policies are as follows: • • • • • • • • As Pakistan is an Islamic country and people are very strict in case of Islam anything against the philosophy of Islam on either print or electronic media are treated as against Pakistan. Suggestions and Recommendations Following are some suggestion for the organization that should be adapt by the organization. Mobilink has shifted its whole network from 900MHz to 1800MHz. In metropolitan cities women are doing work along with their other responsibilities but other than metropolitan it is difficult for women to convince their parents and spouses for work. Mobilink should targeting upper-end of market mostly published and aired their advertisement in English language. Mobilink is now moving towards WiMax technology through which there will be wireless telephone and broadband technology. Mobilink has introduced the Jazz Ladies First package which typically segments the females so. they should also segment the market on the basis of age. Mobilink should give their customer assistance in all of these languages. Mobilink is providing largest variety of value added services (VAS) in Pakistan. • Establish Research and Development Department. As the lifestyle of people living in big cities are changing so they need more value added services in their connections. Marketer should consider long term and short term state of a trading market. .

• • • • • • • • • • • • • • Ensure Network quality. Changes should be what customers want the most i. Strong interdepartmental communication which is lacking. sometimes reactive. To provide more training programs for technical employees. backed by quality. Eliminate the culture of “yes boss” and to encourage the two way communication with all staff members. I will strongly emphasize on employees retention. places. Focus on subscriber retention. Conduct of extracurricular activities. Adaptation of value added services. Better customer incentive plan.e. I will change its market strategy from time to time. Should introduce new brands. Improve the database and different software that are using now days by using powerful tools of advanced databases. Conduct training and development seminars on regular basis. Make assurance that all the sales are genuine and there should be no fake sales. Try to advertise all the important roads. Lower SMS rates to other networks. Conduct regular meetings on weekly basis with my staff regarding issues that they are facing and try to solve them accordingly. Training on regular basis in order to keep employees up to date and motivated. Complete focus on customer retention by providing them better services. GPRS service should be improved. If I am the Manager If I will be the Manager of Mobilink then I will take the following steps: • • • • • • • • • • • • • • • • • • • Make better use of internal resources and reduce reliance on outsourcing. . I will try to make up to date my staff with the latest state of the art tools and techniques to run each business domain. Employee retention plans needs to be more efficient. Innovation in technology. sometimes proactive and always active. the latest technology and services. Reorganize the processes of sales operations in an efficient manner to reduce wastage of time and rework. Drastic revision in indigo tariff specifically in terms of prices. and chowks by name of Mobilink. Improvement in Customer Services. especially towards e-commerce. Make assurance of quality of services and to assure quick response of respective team to fix the issue. Make continuous expansion in the network to maintain the leadership. reliability and integrity. To cover all of those sites where other operators have coverage while Mobilink doesn’t. Mobilink values to be adapted by everyone as a habit and culture of Mobilink. Provide equal opportunity for growth in each department.

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