1 OVERVIEW OF THE ORGANIZATION
1.1 History of Cellular
he need to increase the public safety was key to the genesis of today’s rapidly growing wireless communication industry. In1920s’ police departments in Detroit, Michigan and Bayonne. New Jersey and the Connecticut State Police were among the first who sought to use in their patrol cars, the technology that had improved the safety of oceangoing vessels – radiotelephone service. The United States involvement in World War 2 created an urgent need for FM technology to take the place of Amplitude Modulated (AM) technology for higher quality, two-way mobile radio communications on the battlefield. The strategic value of wireless communication on the mobile and portable communication on the battlefield spurred companies like AT&T, Motorola and General Electric to focus on refining prominently among the products developed during the war years and carried over into peacetime use. Although there was a form of mobile telephone service available in the late 1940s, its capacity was limited – with few radio channels available to carry calls, and cities like New York limited to 12 simultaneous callers. In 1947, AT&T engineers decided to stretch the limited number of radio frequencies available for mobile service by scattering multiple low-power transmitters throughout a metropolitan area, and “handing off” calls from transmitter to transmitter as customers moved around in their vehicles. This was the birth of wireless technology. But there was ahead of its time. It took 20 years to develop sophisticated call “hand off” technology. In 1973, Motorola introduced its revolutionary new Dyna TAC mobile phone, a conveniently sized radiotelephone set. At the same time, European countries also started using cellular phones with different systems. Today, wireless competition has accelerated to the point that more than 3 billion people can now choose between 339 service providers around the globe.
equipment procurement. OTH took over management control of the company. OTH has positioned itself as a leader in the region for its diverse GSM operations with various GSM support and Internet operations. Orascom Telecom is a leading mobile telecommunications company operating in six emerging markets having a population under license of 430 million with an average penetration of mobile telephony across all markets of approximately 40%. OTH has achieved this by dedicating financial. Value Added Services. OTH is dedicated to providing the best quality services to its customers. and Internet operations. and South Asia. ("Orascom Telecom") or ("OTH") was established in 1998 and has grown to become a major player in the telecommunication market. OTH had exceeded 74 million subscribers as of March 2008.GSM subsidiaries to act as a backbone of support for its regional GSM operations.About Orascom Telecom
Orascom Telecom Holding S. the Pakistan Mobile communications Ltd (“Mobilink”) started its operations in 1994 and. value to shareholders and a dynamic working environment for its more than 15. In Pakistan. handset procurement and distribution companies. had a market share of 40%.E. This includes network support and installation of GSM operations. technical and management resources for supporting its subsidiaries. Egypt (Mobinil). Mobilink serves more than 31.A. OTH operates GSM networks in Algeria (Djezzy). Tunisia (Tunisiana). As the market leader. One of OTH's main strategies is to create its own non. Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). In April 2001.000 employees. representing a market share of 38. Africa. Pakistan (Mobilink).6 million subscribers. until early 2001. OTH established a strong presence in the GSM Association (the world's
. and has acquired in early 2008 a license to operate mobile services in North Korea.5% (as of March 2008). OTH is considered among the largest and most diversified network operators in the Middle East.
leading wireless industry representative body) only five years after its inception.L. OTLD LI).CA. OTH's Chairman and CEO.
. Mr. and a dynamic working environment for its more than 15. (under the symbol ORTE. OTH's stocks are traded on the Cairo and Alexandria Stock Exchange (CASE). OTH is dedicated to provide the best quality services to its customers. ORAT EY) and on the London Stock Exchange (where its GDR is traded under the symbol ORTEq. was selected to join the GSM Association's CEO Board in 2002. Naguib Sawiris.000 employees. value to shareholders.
The nation’s Sixth Five-Year Plan called for a public-sector investment of Rs10. Nevertheless. Key thing is that wireless is easy to deploy and it is much more versatile and reliable for Pakistani business to compete in the world markets on equal footing.
1. Since the 1980s. Cellular service is soaring in Asia.2.1 MOBILINK IN PAKISTAN
Pakistan Mobile Communication Limited (Mobilink) is the first GSM Operator in Pakistan and since the launch of its services in 1994. modernization and diversification of its telephone infrastructure over the last decade have met with mixed success.1 billion to improve and expand the telephone and telex systems. By the end of 2005 there were more cellular phones in Asia than in Europe. With its Cutting edge technologies. whilst the majority of working lines are in urban areas. 6
.1. but also that it has become a mass-market service. recent strong growth in the mobile market has created a much more positive general outlook in the industry. to around 11 million by mid-2005 and the growth has the feel of sustained development. Mobile subscriber numbers have surged from less than 2 million at end-2002. There were over 200 million cellular phones in use worldwide by the end of 2000. Efforts by the government of Pakistan to promote the development. joining the existing four operators. to create a very busy market. has Been at the fore front of Pakistan’s cellular service industry.2
Industrial development of a country is not possible without having a modern telecom infrastructure in place. infrastructure. it is important to provide it with excellent coverage and dependable communication system. 70% of Pakistan's population lives in rural areas. two new mobile operators were licensed in 2004. using the latest technology can today quickly step in to the future. Countries that have weaker telecom. The number of fixed-line services in Pakistan has increased five fold since 1990. Significantly. considerable effort was made to upgrade Pakistan’s telecommunications system. There is still plenty of room for further expansion. Recent industry figures confirm that cellular has become a primary tool not just for business everywhere. However.
the company has invested over US$2.500. achieving Cell sites in excess of 6. The company plans to invest an additional US $500 million in 2008.500-kilometer fiber optic backbone Network across Pakistan. retail and customer services Network across the Nation. has achieved the status of “market leader” with a customer Base in excess of 31 million subscribers. Mobilink.national infrastructure and superior quality Customer service. Mobilink is determined to maintain its market
.5 billion in its infrastructure. With a systematic roll-out Plan for the future. to meet the growing demands of its customers.000 retail outlets and coverage in More than 8.000 cities. Mobilink has also progressed from voice to carrier-class nationwide Services by completing its own 6. the company has aggressively expanded its coverage. Network rollout and the largest franchise. During the last few Years. towns and villages. It now plans to provide high-speed data Connectivity in Pakistan through WiMax services. over 200. To date. a wholly owned subsidiary of Orascom Telecom.
Star Symbol Shows the MOBILINK HEAD OFFICE in ISLAMABAD.
In less than two years time Mobilink achieved an exceptional growth of almost 672% and attained market leadership. Mobilink was the first mobile service provider in Pakistan to operate a 100% GSM technology as both existing operators employed AMPS technology.Leadership in all areas to ensure that it continues to reshape lives of Pakistanis everywhere by “connecting the unconnected”.06. Additionally. the positive role of the Government has been a catalyst in The phenomenal growth of the cellular market in Pakistan. OT took over management control of the company in April 2001 and changed the overall market dynamics through its aggressive marketing strategy and expertise.
Mobilink Head Office. The Phenomenal growth and the success of the mobile sector in 2006 – 07 Can be seen with the estimated revenue figures of Rs 133 billion in the Industry growing by a soaring 48% from 2005 . F-8 Islamabad
. with Mobilink Contributing nearly fifty percent to it.
2 Mobilink's Vision & Values
Mobilink's Vision "To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations". empowerment and honor. We respect and esteem our employees and all stakeholders.3 Trust & Integrity At Mobilink. Mobilink's Values Total Customer Satisfaction Customers are at the heart of our success. and by honoring our commitments. quality and value beyond their expectations.1. We believe in teamwork. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders. and treat everyone fairly.
. In return.2.4 Respect for People Our relationships drive our business. They have placed their trust and confidence in us. We aspire to the highest standards and raise the bar for ourselves everyday. 1. we strive to anticipate their needs and deliver service. 1. we take pride in practicing the highest ethical standards in an open and honest environment. Business Excellence We strive for excellence in all that we do. and with trust and respect. We take personal responsibility for our actions.
. We contribute to worthy causes and are dedicated to the development and progress of the society.5 Corporate Social Responsibility As the market leader. we recognize and fulfill our responsibility towards our country and the environment we operate in.1.
which is there to assist the customers 24 hours Only cellular service in Pakistan to provide coverage on the M2 motorway Bilateral roaming in over 100 countries around the world with true international roaming with over 300 operators across the globe First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roaming services. Attract maximum customers and satisfy them. Provide better service to people in the field of telecommunication.6 Goals and Objectives • • • • • • Expand the business. Engineering Departments and CS Contact Center Implementation of a full Intelligent Network (IN) platform from Siemens for the Prepaid platform Largest Call Center in Pakistan. continuous improvement and enhanced performance goals.1. Retaining the role of a leading telecommunication company. Excel in meeting customer needs. 1.7 Achievements • • • • • • ISO 9002 Quality Management System Certification for Billing.
. Seek employee involvement.
Mobilink and its staff contribute significantly to charities and community projects to help bring about a better quality of life to the less privileged in the community and enrich the lives of Pakistanis through support in local arts.2 Supporting the Arts Mobilink's alliance with the international Kara Film Festival demonstrates its commitment to the promotion of art and theatre. This includes donating computers to the Federal Board of Intermediate and Secondary Education. and sponsoring the commemorative ceremony for the golden jubilee of Cadet College. Each year. Hasanabdal. Mobilink was amongst the first to
. The festival creates a space for alternative and independent cinematographers. both experienced and new filmmakers.0 Societal Marketing
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. In addition to sponsorships. education and sports. 2. to exhibit their creative endeavors in Pakistan.2. 100.4 Earthquake 2005 and Flood Victims in Sindh During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan and Flood Victims in Sindh respond to the crisis. 2. 2.000 to Pakistan Institute of Medical Sciences to set up a computer lab. 2.3 Employee Involvement Mobilink believes in supporting the community not only through sponsorships but also through employee involvement.1 Educating the Youth Mobilink has made various donations to educational institutes. donating Rs. Mobilink encourages its employees to be engaged in community welfare work and to support relevant causes.
Goods such as blankets. shawls.
. jackets were also collected for those affected by the earthquake and Mobilink Relief Teams were constituted to provide aid to the Northern Areas.Relief Camps were set up in all major hospitals to provide free calling facilities to patients and relatives arriving from far flung areas.
Vice President Corporate Affairs Agha Qasim
Chief Technical Officer Ramy Reyad Kamel
President and CEO Rashid Khan
Chief Strategy Officer Tariq Rashid
Vice President Marketing Bilal Munir Sheikh
Vice President Customer Care Irfan Akram
Vice President & Head of Broadband Business Division.
Star with cumulative subscriber base of 146.4%.467 subscriber base. while Jazz has over 50% share to its credit in the prepaid domain with 805.Vice President Sales Jahanzeb Taj
Head of Human Resources & Administration Sadia Ahmad
Chief Financial Officer Andis Locmelis
Head of Business Analysis and Planning Farid Ahmed
3. Mobilink being the market leader enjoys 53% share of the overall market with both Star and Jazz dominating the postpaid and prepaid segments respectively.707 enjoys over 60% of the total postpaid market.2 Customer Segmentation
Like most emerging mobile markets. this clearly demonstrates the potential in the Pakistani market.
3. Pakistan is also a prepaid-driven market and the industry-wide sales mix normally consists of 85% prepaid. Hence. Similar
. the market penetration is only 1.1 Market Size
Total size of cellular market is approximately 2 million in a country of 144 million people.
Mobilink now offers International Roaming with 155 operators. This activity lasted for two months in which trained representatives paid visits to the potential buyer at the convenience of their home.
. which is the largest city of Pakistan and business capital.the resultant impact has been very positive. Mobilink has the highest Total Spontaneous Awareness in the industry of 90%.4 Market Indicators
Mobilink reported strong operating profit growth as it continued to realize benefits from the acquisition and retention of high value customers and the continuing focus on cost efficiencies. covering approximately 100. and a 142 % increase in EBITDA.000 households in the lower-middle income bracket.
3.results are seen from purchase intention data from potential mobile subscribers. This is reflected in a 74 % increase in revenues. including Thuraya Satellite. followed by Jazz with 89% and Star measures at 16%. Mobilink has set new standards and achieved many landmarks between the postpaid and prepaid brands and offered innovative Value Added Services. In the year 2002. In July 2002. Star (postpaid) and Jazz (prepaid). and given extensive media support to enhance usage and corresponding revenues . Mobilink plans to introduce limited GPRS during 2003 and will be offering services like MMS on this platform in order to strengthen its technology leadership. During the year postpaid sales were supported by handset leasing program that helped maintaining adequate postpaid sales. Value added services were branded as ‘Power Tools’. New and innovative SMS and IVR based products were introduced during the year and contributed towards the revenues.3 Brand Structure
Mobilink provides umbrella branding to both of its major brands. Jazz launched unique Door-to-Door education/sales activity in Karachi Metropolitan.
In order to extend its reach even further.4% down 11% compared to 2001. this wide network that covers 85% of the urban population is supplemented by extensive International Roaming in 63 countries with 155 operators worldwide to broaden the connectivity horizons. All franchisees have trained sales and service staff. and currently operates the largest franchise network in Pakistan with over 100 franchisee/national distributors (dealers operated service centers). This was the result of the ever increasing effort of Mobilink in increasing its subscriber base. All this has been possible due to inter-departmental synergy and strengthening of Mobilink’s brands. collect bills and offer other customer services.5 compared to US$ 21 for the twelve months ended 31 December 2001. its increased effort in emphasizing the brand recognition of Mobilink.
3. Mobilink worked with its franchisees to develop a network of over 300 sub-dealers.
3.7 Sales Strategy
Mobilink is the first cellular operator to introduce the “franchise” concept in the cellular industry in Pakistan.Blended ARPU for the twelve months to 31 December 2002 reached US$ 16.5 Mobile Operators
Mobilink started its operation in 1994 as a third entrant in the market. the main competitor. these operate as Points of Sales (POS) only and are branded “Mobilink Connect”. while at the same time retaining its older customer base. Mobilink has maintained its momentum of growth. Each franchisee is adequately equipped to process sales. fully capable of tackling sales challenges. Blended churn for the twelve months to 31 December 2002 reached 7. JAZZ
. while Paktel and Instaphone were already operating since 1991 and had acquired substantial market penetration. Despite the re-launch of Ufone.
3. Additionally.6 Network Coverage
Mobilink is the leader with digital coverage stretching across 120 cities of the country through nearly 355 cell-sites.
CHAPTER NO. Mobilink has been actively supporting SAF (South Asian Federation) Games with a commitment of encouraging sports and healthy activities among younger generation of Pakistan. Such programs will help Mobilink in associating with the consumer and build long-term emotional relationship as a good corporate citizen of Pakistan.scratch cards are easily available across urban Pakistan through 8500 retail outlets. In sports development.8 Social Responsibility
Mobilink has initiated a continuous social effort towards the growth of social sector and development of sports in the country. Mobilink sponsored PIMS (Pakistan Institute of Medical Sciences) Children’s ward and has committed to carry forward the program in the future as well.
HR Functions of Mobilink
To achieve this perspective HR department has to play the major role and it is the role of HR department to attract. This is the first approach regarding the basic role of HR department in Mobilink.
. This approach is practiced that give the results of hiring the best and performing on the edge. HR department plays a vital role in the success of Mobilink as performance of organization is based on the performance of people. The above mentioned approaches are the key concepts being practiced in HR department of Mobilink. develop and sustain the top notch work force.4.1 Basic role of HR department in Mobilink
Mobilink is the largest telecom company of Pakistan because it has managed to attract the best professionals in the industry. retain.0 HR Functions of Mobilink
Staffing & Compensation
Project Management Office
4. Second approach is that HR department is responsible to maintain internal equity by having standard in term of competition while interacting with market forces (economy and political scenario). In addition. these team players understand their roles and execute their duties in a way that eases the ride for other team members.
4.2 ORGANIZATIONAL STRUCTURE OF MOBILINK:
Although all the departments in an organization play vital role in achieving the overall all goals and objectives of that organization yet the major departments are as follows: • • • • • Marketing department Customer service It department Treasury department Finance department
4.3 ORGANIZATIONAL CHART:
Chairman and CEO
VP and CFO
Chief Officer Co-ordination
General Manager Marketing
General Manager IT
General Manager Finance
General Manager Admin & PO
One of their policies is that hiring the top notch professionals from industry and based on their performance.5 MONOPOLY OF MOBILINK
Before Mobilink there were two companies already in the market but with different technology.
Sources for recruitment:
Employee referrals is the basic source of recruitment. Other methods for recruitment are also used but major source is reference. For recruitment mobilink use different models. increments are made. Job fair. stability. University Graduates and agencies also. Others may include Advertisements. Mobilink obtain the assurance from Govt of Pakistan that no further GSM licenses will be granted for the period of ten years in order to get the maximum time to yield the benefits of penetration. 90% of the employees are hired through reference. They practice different policies regarding recruitment and selection. First of all they use Advertisement Method they give adds on web sites and in news papers References Job Fairs Student Profile Book they get resumes of all fresh passed out batches
4. infrastructure and monopoly.
. This department is responsible for taking all the hiring decisions for the company.4 Recruitment
Mobilink has a separate department for staffing. But major chunk working in Mobilink is there due to reference.4. Prior launching of GSM service in Pakistan.
AMPS was put on the market in the 1980’s and is the worldwide cellular standard. war with India in 1999. Developed at Bell Labs and transferred to the regional Bell operating companies at the time of the divestiture in 1984.272 PAKTEL 30.2 TECHNOLOGY DIFFERENCE
Meaning of AMPS – "Advanced Mobile Phone Service".4 45.493 GROWT H% … 98.4 15.1
YEAR 1995-96 1996-97 1997-98 1998-99 1999-2000
CELLULAR SUBSCRIBERS IN PAKISTAN
INSTA 20.027 196.029 53.096 265.385 52.
4. In this period Mobilink’s growth is increased in 1st five years then decreased because of political instability. In the period of 199899 the Mobilink’s growth were decrease to record 20%.000 MOBILINK 16. is an analog technology that uses an 800MHz cellular band.5.4.600 82.398 60000 70000 80.038 135.2 35.703 39. (By: Diane Shired)
. and Atomic explosions in 1998.612 306.912 87.556 114.058 112.5.950 43.184 108.4
Mobilink’s monopoly were from 1994 to 2000.221 TOTAL 68.
The cost of acquiring a cellular connection went down from Rs. the thrust of market strategies for 2004 was on acquisitions.6 million. Three factors contributed to this: 1.5 for the same
. it a digital cellular phone technology based on a specified standard for how data is sent over a wireless network. Average revenue per user (ARPU) declined to $2. The share of the top-5 city gross sales in Mobilink sales went down from 67% to 61%1 3. 3000 to Rs. 4.3 MONOPOLISTIC STRUCTURE
Pakistan' has gone through a monopolistic telecom & IT vendor's age. For Mobilink this meant going from 2 Million subscribers at the end of 2003 to a projected 4. There was a clear imperative to grab customer base – to sweep the market – before the new players enter the field. Mobilink is the first cellular company with GSM technology in Pakistan. to discuss how to make wireless technology work across geographic borders. Mobilink’s consolidated revenues. Overall. There was a sense of urgency to capitalize on these opportunities as the operators with newly awarded licenses geared up to start operations. Mobilink increased its coverage to several new cities across Pakistan – once again opening up new regions with pent-up demand.8 for the third quarter from $3. Both Mobilink and Ufone pursued this strategy with varying degrees of success.
4. however.The GSM was formed in 1982.5 million in the year-ago quarter.5. averaged around $934. an increase from $921.5 Million subscribes at the end of 2004. 1000 2. Meaning of GSM is "Global System for Mobile Communications". The upfront cost of acquiring a connection went down significantly opening up a whole new segment of the market.
period last year. The company spent $406 million for the first nine months of 2008, up from $353 million in the same period of last year. Similarly, the company’s market share dropped to 34.8%, it was 36.4% last year. TOTAL REVENUES BY CELLULAR COMPANIES (Rs. MILLIONS)
Company Mobilink Ufone CM Pak Zong Telenor Warid Telecom Total
2006-07 34,456 8,599 2,400 2,693 565 168 48,881
2007-08 54,065 16,098 3,329 1,539 6,338 8,527 89,896
2009-10 64,654 21,867 2,897 472 22,837 20,405 133,132
2010-11 79,936 27,455.2 25,85.3 259.7 45,081.2 26,804.7 182,080.9
4.6 MARKET SHARE
In this fiercely competitive arena, Mobilink set itself the target of reaching 7 Million subscribers and retaining a market share of 54% by the end of 2005. While the market share target is lower than current share of 61%, the share of each competitor in the market will remain relatively small – since that there are more players to go around. Taking Mobilink’s share as a given, there are two possibilities for the competitive field: Either all four players will manage similar levels of acquisitions, or one clear competitor will emerge taking the lion’s share of competition’s acquisitions. From our perspective, the former scenario is clearly preferable, since in this scenario all the competition will neutralize each other to some extent and they will have to fight on multiple fronts. In this scenario no one will gain a share large enough to threaten Mobilink’s leadership position. Given that U-fone and Paktel have a head start with established brands, distribution, and coverage in more cities, they are likely to acquire more subscribers than Warid and Telenor. On the other hand these last two will be more aggressive in their strategies but will be hampered by the fact that their operations will roll-out in Q2 and their initial coverage will necessarily be limited to major cities. Given
this, and given the current base Ufone already has, we see the end-2005 market position as looking like this:
Motorola International Development Corporation Ray shields Investments Limited International Wireless Communications Pakistan (IWCPL), a consortium between: Orascom Telecom Asian Infrastructure Fund (AIF) 30% 11% Limited 39% 20%
4.7 PEOPLE RESPONSE TO MOBILINK’S INCENTIVES
“People respond to incentives. The rest is commentary” Mobilink has launched two products i.e. JAZZ and INDIGO (prepaid and postpaid). In monopolistic competition mobilink introduce many packages in the market. Some of the packages are; Jazz octane SMS package Ladies first Free connections Free balances Low calls Rates nationwide Low calls rate on international roaming Urdu Power tools Mobilink PCO An amazing prepaid service with two pre-paid packages i.e. Jazz Easy, Jazz Max. The benefits of pre-paid products are: • • • No daily charges Low outgoing rates 180 days validity of Jazz scratch cards 28
FEATURES OF JAZZ
Outgoing calls (24 hours) Incoming Calls Sms to any mobilink number (per sms) outgoing Sms to any other network (per sms) outgoing International Sms (per sms) outgoing Voice mail and CLI Daily charges Rs. 3.50 Free Rs.1.00 Rs.1.50 Rs. 5.00 Free Free
Demand of mobile phones has been increased during the past four years rapidly. In 2004-05 the total number subscribers were 12.7 million which increased to 34.4 millions in 2005-06 and similarly in 2006-07 36.45 million as compared to 0.3 millions in year 1999-2000. The reason for this increase advent of new mobile companies in Pakistan which create competition in Telecom industry.
Above reasons shows that mobilink was not providing services to its efficient scales as compare with today it mean moblink had created dead weight loss.e.When we compare the figures of Mobilink year 1999-2000 with 2006-07 we will find that the mobilink had monopoly due to certain reasons. Telenor & Warid in 2004 and CMPAK in 2007 which created competition in the mobile market and because of this competition prices (for their services) goes down drastically during past five years . etc. Due to this competition number of subscribers raised 4. After monopoly. After the expiry of patent Pakistan mobile phone industry Was open for new entrant and many farms arrived such as Ufone in 2001. sms. High subscriber’s identification module (SIM) rates (i. It has a high price rate per minute. Both caller and receiver had to pay for a call. Roaming charges. (provided other factors remain constant such as expensive mobile sets.4 million (provided other factor remains constant such as mobile sets decreases their rates and rise of media campaigns )
. 3000 minimum in 2002). lack of information) Being a only GSM company having protection from government. Similarly high rates of other services i. every company started to provide free roaming services and SIMs rate also declined . Rs.e. High taxes imposed by the government.
5 Market Power
2 million USD (3rd quarter. the subscriber base has increased to more than 24 million.
. 2006) www. 5000 cities. and villages across Area served Revenue Website Pakistan 250. Due to following reasons 1. In comparison. Currently. Mobilink closed 2003 with 2 million customers.mobilinkgsm. 2. Islamabad.5. Vast Network throughout the Pakistan. Since then. Blue Area. who has been the President and the CEO since June 2003. Fashion. Mobilink closed 2005 with more than 11 million subscribers. HUM BOLAY MOHABBAT KE ZABAN (Different languages)
Facts About Mobilink GSM
Company Structure Genre Parent Owner Founded Founder Industry Headquarters Private Limited Subsidiary Orascom Telecom Egypt Naguib Sawiris 1994 Motorola USA Telecommunication 42 Kulsum Plaza. Trend 4.com
5.0 Market Power
In spite of this competition Mobilink’s price is slightly higher than other connections. Signal Quality 3. towns. Mobilink has embarked on an aggressive growth strategy.1 Strategy and Management
Mobilink is led by Zouhair Abdul Khaliq.
post-paid billing has always been the method that telecom companies have used for obtaining payments for the services provided. Mobilink has 50 Switches and more than 4. it could not have imagined the extent to which the idea would take off in the country. the company decided to try to grow by targeting the majority that could not afford billed connections. With the advent of mobile telephony. that when the company that prided itself on its executive clientele came up with prepaid cards. So. Here was where the prepay concept was born. having a cell phone and a post-paid connection was no cheap thing. this system changed to accommodate and facilitate the needs of different users. At the time.900 cell sites and the number keeps growing at a rapid pace. Whether the said companies were state-owned giants. it is not hard to imagine the motivation behind Mobilink’s decision to launch its offering. Currently. Switches Radio Base Stations Intelligent Networks Microwave Equipment Operating Frequency Evolving the Prepay Traditionally. or private ventures. Mobilink has set up one of the largest cellular networks in the country.Network
During the last 13 years. Siemens and Alcatel Motorola and Alcatel. On the other hand. It also has deployed around 3. This has involved an investment in the company of more than US$ 1 Billion. and Mobilink Jazz came to be. Siemens NEC and Alcatel 900/1800 MHz
.000 km of optical cable. The company that is credited with introducing the concept in Pakistan is Mobilink. billed accounts were the way to go. though. There is little doubt. it is covering more than 5000+ cities and towns. The idea worked pretty well.
2 BCG GROWTH RATE MATRIX
5.5.3 Marketing Management & Mobilink GSM
The design and outcomes of a market research project have to reflect not just the results from the data. Mobilink marketing executive further says that our research process is designed so that we take more care to understand our goals and constraints and use this to deliver better value to our customers.Marketing Management
The art and science of choosing target markets and getting. and communicating superior customer value. Mobilink provides excellence in market research through their extensive experience in telecommunication working.
. They focus on providing better research techniques that enables to understand why and how customers make choices and a better research process. Market research does not sit in a vacuum. The marketing executive at Mobilink admits that understanding markets and customers is the bedrock on which business planning and strategy is built. analysis and distribution of information for the purpose of knowledge development and decision making. but the way in which the organization could and should use the data. collection. delivering. Without knowing our customer’s needs and wants or understanding demand. our business will be under constant threat from competitors and may be failing to extract the maximum value from the market. based on understanding the business and commercial context. and growing customers through creating.
The marketing research process includes the systematic identification. keeping.
CHAPTER NO. 6
Step 3: Collecting the data
. instructions and procedures are set up appropriately. which need to be answered. It is made sure that the questions address the needs of the project and all surveys are pre-tested to confirm the survey. Step 2: Developing the approach and establishing research design and strategy Mobilink researchers gather data both by primary and secondary means. The innovative and actionable design approaches ensures that study is customized to meet the unique needs of the project. the most appropriate marketing research methodology is determined. Then they work to identify and outline the marketing research project objectives and define the size and source of the survey sample. Surveys are designed with the marketing research objectives in mind. The next step is to coordinate data collection.6. Next.1 Marketing research process by Mobilink
Effective marketing research in Mobilink consists of 6 steps Step 1: Identifying and defining the problem Step 2: Developing the approach and establishing research design and strategy Step 3: Collecting the data Step 4: Performing data analysis Step 5: Reporting and presentation Step 6: Making a decision Step 1: Identifying and defining the problem The first step is to understand the question(s). The second step is questionnaire development.
concise and actionable information. Our clients have come to rely on our reporting capabilities. Marketing research studies are continuously monitored by the research team to ensure accuracy.The data is collected via telephone. Step 4: Performing data analysis The fourth step is to analyze the data. A major problem is getting biased and dishonest answers. As Mobilink is well aware of the fact that data collection phase is prone to errors and inaccuracies so the management tries hard to get that right. it is the system for collection of data. every effort are made to give the insight that mobilink is the most innovative and progressive telecommunication company in Pakistan. Mobilink utilizes their extensive statistical and analytical expertise to transform the data into clear. Step 5: Reporting and presentation The fifth step is to report the results. Key findings are summarized and a course of action is recommended.
. So getting true respondents is crucial. Once collected. Whether it's providing presentation-ready materials. Step 6: Making a decision Mobilink uses marketing decision support system to enable its managers to make better decisions. in-person. tools and techniques with supporting software and hardware which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. system. formatting reports to meeting the internal standards or delivering reports via choice of media. through the Internet or by using qualitative research.
This framework underpins our research and thinking on Mobile Communities. milestones and business case Integration with new or existing marketing and media activities Legal and compliance issues Strategic partners and distribution channels
6. Mobile Services for the Youth Market and the convergence of Mobile Marketing and Mobile Media The Mobile Intelligence program has 5 key phases:
6.5 Creative Development
• • Creative and campaign development End user experience and interaction design
. which we apply across our own research and development as well as across all our mobile marketing and mobile media assignments for our clients and partners. This approach is market proven and has been the foundation for the 100's of mobile products and services that we have developed and managed since January 2001.4 Strategic Planning
• • • • Identifying and documenting timeframes.3 Discovery
• • • Understanding and identifying the key objectives of the mobile services.2 Mobilink's Mobile Intelligence Program
Mobilink's Mobile Intelligence program is a framework. Mobile Marketing or Mobile Media or a combination of both? Research and due diligence
. and apply that information to better advertising and target marketing. management and ongoing technical support
6.7 Program Management
• • • • • Client Services Team End user support Ongoing reporting and analysis Proactive ideas and research Roadmap for client development
6. The ability to detect competitor changes to enhance the company’s operation tactics in which area that competitor operates. Marketing Intelligence System at mobilink is used for various purposes:• For the ability to forecast sociological and technological changes ahead of time and make the necessary internal changes to adjust to the changing environment of the consumer.8 Mobilink Marketing Intelligence
• Marketing Intelligence System is a method of collecting and organizing important business information into a useable form for important business marketing purposes.• •
Mobile media production and delivery Integrated mobile marketing and media services
6.6 Mobile Technology and Implementation
• • • • Element Platform and Modules Telecom and messaging infrastructure Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons) Hosting. • • The ability to track customers order history.
search utilities. Mobilink views marketing intelligence with three very different components. management experience. what they know. Questions like “What do we know? What ideas have been generated? What are the drivers that give the business its unique personality?” are answered in order to get the required information.
• • • • • • • • • • • • Search engines. the Intelligence Platform is examined as it is. ideas. Trade directories Legal information sources Competitive intelligence database software suppliers Other public information sources
. and judgments. etc. Financial information sources (Company filings / public & private company data) Newspaper and news resources Patent & trademark resources Government sources Trade & industry sources Demographic data Geographic / Country information & maps. the Intelligence Platform is a way of thinking about who they are. When we begin an assignment. etc.For Mobilink. It includes data. satellite images. and what they think about the company and the competitive marketplace.
Mobilink has followed a consistent strategy of growing the network and ensuring that the products are available everywhere.g. This growth has been further strengthened with brand building activities that have ensured that Jazz
.9. First. The first phase.2 Targeting
The second step of choosing the value is selecting the appropriate target market. Mobilink follows the target selection pattern of full market coverage and develops strategies as per the requirement of the different targeted segments.1 Segmentation
Mobilink. Jazz Budget is aimed at the middle and upper-middle class. the Mobilink Indigo brand mainly targets the corporate sector of the Pakistani community. choosing the value. a telecommunication service provider emphasizes on being part of a value delivery process. the marketing staff must segment the market.9. while Mobilink World targets the masses with its diverse value added services. It is important to understand that the future of marketing telecommunication services in Pakistan is going to be based on targeted segmentation strategies.9 Segmentation. represents the ‘homework’ marketing must do before any product exists. Mobilink’s target market varies with its different product lines e. The variables used for segmenting the consumer market demographic as well as psychographic:• • • • Age Income Occupation Social Class
6. & Positioning 6. The Jazz Octane is designed to attract youth.
6.and Indigo remain synonymous for premium telecommunication services for which they are close to the hearts and minds of the customers.10 Competitive Forces
The industry structure of Pakistan’s mobile phone service providers is differentiated oligopoly. a small no. features.
6. styling. or services. The message they want to communicate to the consumer market is that Mobilink is the best solution for telecommunication and can be trusted to provide communication facilities all across the globe where no other service is
available. • • • • • • Mobilink GSM Telenor Warid Telecom Ufone Paktel GSM Instaphone
6. Mobilink’s catchphrase “Mobilink… Reshaping Lives” tells all about how they want to position the brand in the minds of their target customers.9.3 Positioning
Developing the offering’s value positioning is the last part of choosing the value phase of the value delivery process. of large firms producing products partially differentiated along the lines of quality.11 Mobilink’s Market Share and Role in the Pakistani Market
. There are 6 major providers of mobile service in Pakistan.
Mobilink must find ways to expand total market demand.
6. the number of customers continues to grow.Pakistan’s largest cellular provider maintains a tremendous growth rate despite the deregulated market.9% of the total Pakistan market. Mobilink continues to capitalize on its position in the market. even if the market size remains constant.7% of the users untill the end of 2006. The dominant firm gains the most when the total market expands. new-product introductions. Mobilink commands approximately 46.
6.13 Expanding the Total Market
Mobile phone tele-density has increased to 35 per cent with over 53 million users. The market growth still has 65 percent potential if not more. Second. Warid claims a 15. distribution coverage. It uses the following strategies to expand the total market:• • • Market-penetration strategy New-market segment strategy Geographical-expansion strategy
6.12 Competitive Strategies
Being the market leader. and promotional intensity. it has to try to increase its market share. This firm has the largest market share in the relevant product market. With the introduction of new products into the market and expansion through various rural and urban cities. Same is the case with Mobilink. Paktel had 2.7% share of the country’s wireless market closely followed by Telenor with 14%.5% market share and is the market leader.14 Defending Market Share
. Despite complaints about quality and connectivity issues. it must protect its current market share through good defensive and offensive actions. It is followed by Ufone which has 20. as Pakistan’s population is over 150 million. and leads the other firms in price changes. first. Third.
Delivering: • • • • • Direct marketing channel to customers Clean.The rapid growth in mobile phone ownership has opened a new. Campaign tactics include as an instant response mechanism to TV and poster campaigns. actionable. engaging and instantly rewarding for consumers. mobile marketing is emerging as a key element of the marketing mix for Mobilink. uncluttered environment to maximize the impact of the marketing message Context and time relevant marketing medium Instant response mechanism delivering true one to one communication A digital medium enabling deep campaign measurement and analysis
Mobilink marketers are deploying the mobile to strategically drive customer acquisition. retention and improved relationships to defend its market share. Engaging and effective mobile marketing campaigns reflect an understanding of the existing mobile habits of the target market. responsive and measurable. Direct. as a direct medium to drive awareness in targeted demographics and for instant win for on or off pack promotions. The unique and personal nature of mobile communication dictates an approach that is clear. Mobile marketing integrates across the marketing mix to drive the effectiveness of both above and below the line activities. mass marketing channel for marketers to reach their target market. • • • • How does the target market currently use mobile? The effective integration of the campaign across multiple elements of the marketing mix Ensuring a positive customer experience as a key driver for response and uptake Building long term value out of data collection
Same is the case with Mobilink. A customer centered company is in a better position to identify new opportunities and set a course that promises to deliver long-run profits.
Operating within the regulatory and legal guidelines for mobile marketing
6. it can decide which customer groups and emerging trends are the most important to serve given its resources and objectives. Mobilink strongly favors a customer-centered orientation and considers itself to be a customer-centered company.15 Company Orientation
While a company has to keep a watch on its competitors. By monitoring customer needs.
Marketing Strategies of Mobilink
.1 MARKETING MIX THE 4 PS
Marketing mix It is the set of marketing tools a firm uses to pursue its marketing objectives. Mobilink has been continuously investing in network resources and improving its marketing mix so that its vast customer base can be satisfied and expanded. Product 2. and prices. McCarthy has classified these tools into four broad groups. and experiences. events.7. sales promotion. direct marketing. The four Ps of Mobilink’s marketing mix are explained ahead in detail. and utilizes a communication mix of advertising. As a popular brand there is a lot that is expected from the company and the management strives hard to ensure that the promises are kept. Price 3. services. Promotion Mobilink management understands the importance of the marketing mix and its decisions. which must be made for influencing the trade channels as well as the final consumers. The company prepares an offering mix of products. and personal selling to reach the trade channels and the target customers. public relations. Place 4. called the four Ps of marketing: 1.
1 Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May.2 Indigo Offerings
• • • • • • Indigo BlackBerry Citi Mobilink Credit Card Call& Control Indigo Reward Indigo Genie
. • • • • Mobilink Indigo Mobilink Jazz Mobilink World Mobilink PCO
7. symbolizing the vision of connecting the subscribers in every aspect of life.1 PRODUCT 7. Indigo ignited an evolution in the communication industry redefining the essence of the post-paid services in Pakistan. Indigo.1 Mobilink Product Lines
Mainly there are four product lines of Mobilink with each having separate target markets and positioning. When it comes to creating a bond and staying connected to them count on Indigo for its unrivalled premium post – paid connectivity to get you through”.1. like you. 2004 under the brand name. who.1. Indigo says: “In life you come across some exceptional people.7. The brand delicately caters to the need of its customers.
7. appreciate only the finer things in life.
wishing to enjoy freedom. Introducing Blackberry connect through which businessmen can take their office anywhere.1.
7. share attachments etc.1. That is why Indigo customers are loyal to the brand and hesitate to switch to other connections.6 TARGET MARKET
.1.5 Jazz Offerings
• • • • • • • Jazz Budget Jazz Octane Jazz Ladies first Jazz Easy Jazz Share Jazz Load Jazz Advance
7.1. fun.7. lower rates and a package that matches their personality. targeting specifically those enthusiastic teenagers.3 Target Market
Indigo targets the upper business class that is not concerned with the cost but want convenience.
7. quality and a brand image that suits their personality.4 Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink. It can be said that Indigo enjoys the benefits of a monopoly in the corporate sector. Who doesn’t want fun or music but want a brand that is “Competent” and Indigo is well satisfying the desires of its corporate customers. middle class and the youth market of the country.
shopping discounts etc. Jazz Octane Targets those customers who want to have fun in their daily life.7 Mobilink World
.) Jazz Easy Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers.enhancing energy in their personality of youth with low SMS rates. discount rates and lower air time rates for three numbers.
7.1.... they also benefit tremendously from the fabulous rates to call on any other network. “Happy hours” with only 0...Target market is those young boys and girls who want to stay in touch with their friends and family all the time but with cheaper rates.. Jazz Advance Targets Jazz Family Members with Additional balance benefit to help them talk some more! Jazz Load Jazz Load allows to recharge Jazz account in variable denominations. beauty tips..40 /30 seconds. Jazz Share An exciting new service targeting the Jazz family Members and allows them to share balance anytime. anywhere. (Also lower rates for special numbers. Jazz Ladies First Specifically designed for ladies (housewives) who along with their routine work want to have recipes.
1.Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun.”
.8 Mobilink World Offerings
• • • • • • • • • • • • • • • Mobi Safe Holy Sayings Corporate SMS Mobi Greetings SMS Scheduler SMS Game Time Bolo SMS Mobitunes G:i:30 WAP Portal Mobilink Edge Mind Reader CricVideo International SMS Chat Ring Tone Club
7.9 Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its whole customer base: “Mobilink World services are not just fun. Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to customize your phone with. Mobilink World has something special for them. Whether it's a Bolo SMS they want to send to a friend or a ring tone they want to download to customize their phone with. Mobilink World has something special just for you.1. but also help you with your business needs. but also help its customers with their business needs.
Mobilink PCO does not only give its consumers higher returns on a very low investment but it also creates a world of better prospects in terms of a consistent source of income for them. throughout Pakistan whether the remotest deserts of Sindh or the spectacular peaks up north expect unparallel coverage from your Mobilink PCO” With this unit customers experience even higher returns even though the investment in terms of capital is very minimal. fulfilling their dreams and aspirations. • • • Exceptional coverage and the ease of its wireless technology-carry it wherever you wish Load the free jazz card provided and embark on a successful business venture right away Benefits from after sales services
7. Mobilink PCO no doubt is a world of opportunities within itself.1. Mobilink PCO is a fixed wireless phone that has special PCO functions capability. It's a complete selfemployment solution for the people of Pakistan. Mobilink PCO claims “Wherever you are.
This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the people throughout Pakistan. a revolution in its own right that shall surely set apace the way its consumers communicate at the grass root level. It consists of two LCD's that helps customers to keep a tap on the duration and the costing of the calls they make.7.1.11 Parental Control Phone Disney D100
.10 Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO.
After conducting market research and realizing the growing needs of working parents to stay in touch with their children using mobile phones. Mobilink in collaboration with Disney has introduced this innovative solution to the Pakistani market. The D100 will come with both four and twelve button keypads that are interchangeable to adapt the handset to the capability of the child. It is also protected in that it does not feature Bluetooth or a camera and cannot access any type of multimedia content or website. the phone is easy to use as it provides the child with a one-key option to reach parents. thus enabling parents to keep a check on the list of people the child is communicating with. including Mickey Mouse. The features of the new Mobilink-Disney D100 allow complete parental control on all outgoing and incoming calls and text messages. parents can control who the child can correspond with. Disney’s licensee and partner. which is why it is believed to be expensive as compare to other telecommunication service providers. Mobilink services give parents complete control over their child’s phone expenditure thus making it a cost-effective resource.
7.Mobilink and Disney have launched a parental-controlled mobile phone for children. Moreover. Furthermore. animated screensavers and wallpapers. This is the first time a cellular company in Pakistan has launched a mobile phone that will meet the communication and security needs of parents. Winnie the Pooh and Tinker Bell. Donald Duck. changing social trends and feedback received by Mobilink through this research led the market leader to co-launch a safe and secure solution for parents. The handset features embedded Disney ring tones. The handsets are available featuring popular Disney characters.2 PRICING
Mobilink is the undisputed market leader. With the help of this new feature. people rely on Mobilink
. Having the largest customer base in the country with the fact that its service is available in the remote areas of Pakistan as well. The D100 has been developed for Disney by Dubai based Broad link Research.
1.50 Freedom Plan 4 0.63 Freedom Plan 3+ 0.
Tariff Details for Mobilink Products
Indigo Indigo Freedom Plans Details Weekend Tariffs F&F Charges Air Time Charges Free Minutes Line Rent SMS Free SMS Charge Freedom Plan 1 0.25
1. Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS.75 Freedom Plan 3 0. Mobilink provides them with this facility with fairly reasonable charges.00 15
400 400 1.40
0.services leading to the fact that Mobilink charges higher compared to its competitors.75 25
1200 1500 0.00 10
100 100 1.75
800 900 0. 500/ month of unlimited usage which is a treat for GRPS users who want to take their office with them.60
Monthly Rs Rs/msg Monthly
0 0 1.50
2.99 Freedom Plan 2 0.
1. 0.25 / 30 seconds Rs. Jazz Jazz Budget Tariffs Details Outgoing calls to any Mobilink number during selected Happy Hour Window * Outgoing to 3 F&F Mobilink numbers Outgoing calls to any Mobilink number Outgoing calls to all mobile networks in Pakistan Outgoing calls to all Landline numbers in Pakistan SMS (Jazz to Mobilink) SMS (Jazz to other networks) Rates Rs. 0.90 / 30 seconds Rs.25 / 30 seconds
Rs.75 / 30 seconds Rs. 1. 1.40 / 30 seconds Rs. 1. 0.5 / SMS
.0 / SMS Rs.
0. 15 + tax / Modification
. 2.50 / min 3 (Three) Rs.0 / SMS Rs. 2.99 / min Rs. 2.50 / min
Rs.10 / min Rs. 1. 1.Jazz Easy Tariffs Details Outgoing calls to any 3 Friends & Family Mobilink numbers* Outgoing calls to any Mobilink Number Outgoing calls to all mobile networks in Pakistan Outgoing calls to all Landline numbers in Pakistan F&F Numbers Offered SMS (Jazz to Mobilink) SMS (Jazz to other networks) F&F numbers addition/modification * Rates Rs.5 / SMS Rs.
75 / min
Rs. 0. 2.to any other network in Pakistan Daily Charges Rates Rs.99 / min Rs. 1.to any Mobilink number *** SMS .50 / min Rs.Jazz Octane Tariffs Details Late Night Option .Any Mobilink number Outgoing calls .99 / min 20 paisas / SMS 50 paisas / SMS Rs.00
. 0.All Mobilink numbers ** Outgoing Calls to any 3 F&F Mobilink numbers* Outgoing calls .Other mobile networks (inclusive of interconnect charges) SMS .To Landline numbers (inclusive of interconnect charges) Outgoing calls .99 / min
Rs. 2. 2.
50 / SMS
.00 / SMS Rs.Other mobile networks (inclusive of interconnect charges) SMS based Value Added Services Subscription SMS (Push based Value Added Services) SMS . 2.50 / min
Rs. 1.Any Mobilink number (1st Minute) Outgoing calls .Any Mobilink number ( 3pm-6pm ) Outgoing calls .Any mobilink number SMS . 2. 1. 2.Any other network Rates Rs.Any Mobilink number (2nd minute onwards) Outgoing calls .99 / min
Rs. 30 / month
Rs. 1.To Landline numbers (inclusive of interconnect charges) Outgoing calls .99 / min
Rs. 2.50 / min
Rs.50 / min
Rs. Jazz Ladies First Tariffs Details Outgoing calls .00 / SMS Rs. 1.
Warid (at growth) and Paktel (at decline). outgoing calls at any 3 Mobilink numbers cost Rs.Pricing Strategies
Mobilink uses psychological pricing.g. This is why. which has reached maturity and is the market leader. Jazz Budget and Jazz Ladies First. Mobilink is not using competitive pricing strategy because they are enjoying the market leadership in Pakistan. It has announced another ground breaking first of its kind offer with the re-launch of Jazz Budget. Mobilink is doing exactly the same. which can be afforded by the people not having very high incomes. Jazz Ladies First is a package designed specially for ladies through which they can shop. listen to beauty tips and recipes at relatively lower rates. there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless (at introduction).50/min and many other facilities at attractive rates. At maturity. They have set their target price on consumer perception of the product value e. Jazz Octane offers SMS rates as low as 25 paisas/msg and late night option rates at Rs 1.99/min. Mobilink is the only telecommunication network in Pakistan. as different market segments are targeted the prices must be offered in such a way that suits the targeted segments. They made use of psychological pricing also by offering free roaming facility during Hajj. They haven’t set the price exactly on Re. The package has been launched with a fresh look and tariffs tailored specifically for the masses.1 but have used psychological pricing to attract customers. Though. They have offered prepaid connections like Jazz Octane.0.
. the prices of these packages are relatively higher than the prepaid packages of other telecommunication networks but still attractive. Jazz Budget Package is an economical way to talk to any Mobilink number in Pakistan.
Jazz customers can now call US and a number of other Zone 1 destinations on Jazz local outgoing rate! Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use GPRS just for RS. the new package is specifically customized to offer customers the lowest rates to call the largest mobile network in Pakistan. Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to a Mobilink number.
. and has been developed keeping the communication needs of the Pakistani people in mind.100/year. Mobilink is earning maximum profits by enabling people from different target segments to become a part of the largest cellular network in Pakistan. Mobilink is also offering postpaid connections with the name of Mobilink Indigo. popular within the business class.One of the key highlights of this package is the ‘Happy Hour’. In this way. which is bound to hit a chord with the nation.
last year was a bit difficult as they struggled to grow as quickly as the market itself. Mobilink also have deployed around 3. and villages across Pakistan. In upcoming years mobilink is trying to invest in technological upgrades. superior customer services. and a new billing system is in the process of commissioning. covering more than 5000+ cities. Today mobilink is confident that it has all the essential building blocks in place to take the dream forward and to play a leadership role in the rapid growth and development of telecommunication industry in Pakistan.000 km of optical cable. Mobilink has set up one of the largest cellular networks in the country. and improved coverage.
7. over 820 cell sites and new IN platforms for better coverage and connectivity.3. For Mobilink. This has involved an investment in the company of more than US$ 1 Billion. Mobilink is covering more than 5000+ cities and towns.1 Marketing Network
During the last 13 years. Mobilink have 50 Switches and more than 4. Lahore.2 Coverage
Mobilink provides the widest coverage network.900 cell sites and the number keeps growing at a rapid pace.3. Mobilink have already put in 7 switches.7. Currently. Mobilink is constantly expanding their nationwide franchise and distribution network and upgrading them to offer customer services so that the customers can find a Mobilink contact as near to them as possible.3 PLACE 7. towns. Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place state-of-the-art call centers in Karachi. Islamabad and in other cities of Pakistan where well trained staff is geared to answer complaints and queries. In 2003 mobilink invested upwards of US$ 200 million in improving their network and services. It connects over 24 million family
The regions where Mobilink provide International Roaming are as 63
.3.3 Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities. The type of coverage service Mobilink provides is divided into three main categories: • • • PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
7. In nationwide Mobilink provide services in following areas. The coverage is expanding day by day. Mobilink also provides true International Roaming in over 100 countries with more than 300 partner operators worldwide. and it is claimed by the management that soon the only other thing covering Pakistan more than Mobilink would be the clear blue sky.3. towns. and villages across Pakistan. Mobilink provide its services in urban areas as well as towns and villages.4 International Roaming
Along with nationwide coverage. • • • • • • • Punjab Sindh Balochistan NWFP Capital AJK FATA
7.members every second of the day with exceptional voice quality due to its broad coverage.
# 1. 4. 6. Through satellite communication the Mobilink connection can be used in areas where there is no GSM coverage. 12. 5. 7. 3. 9. Mobilink’s roaming partnership with Thuraya has further enhanced international roaming coverage.follows. 13. 8. 10. 2.Mobile Wataniya Orange OceanCell MCP mCel Sonatel C&W MTN 900/1800 900 1800 900 1800 900/1800 900 850 900
. 11. • • • • • • • • United States Canada Caribbean Europe Middle East Africa Asia Australia
Mobilink International Partners
A list of recent partners is given below: Sr. Country Name Jamaica UAE Cyprus N/A United Kingdom Maldives Switzerland N/A Maritime Roaming Mozambique Senegal Panama Ivory Coast Operator Name Digicel du Areeba Frequency 900/1800 900/1800 900/1800
GSM on the Ship 900/1800 T .
Mobilink also distributes its product to end user with help of intermediaries as well as it distributes its product directly to customers. 17. 24.4 Promotion
Mobilink provide its service products directly to customers or with help of intermediaries involved in distributing its product. 25. 20. 30. 22. Distribution channel contain set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business users. 29.
Oman Brunei Ukraine Portugal Uzbekistan South Africa Argentina Jordan Uruguay Belgium Sri Lanka El Salvador Armenia Saudi Arabia Tajikistan Italy Germany
Nawras DST UMC Optimus Coscom Vodacom CTI Movil Xpress CTI Movil BASE Mobitel CTE Personal K Telecom Etihad Etisalat Indigo (North) Wind O2
900 900 900/1800 900/1800 900/1800 900 1900 iDEN 1900 1800 1800 1900 900/1800 900 900 900/1800 1800
7. 28. 26. 18. 16.14. 23. Mobilink supplies its product range to intermediaries with involvement of its “Commercial and Sales Department. 15. 27. 21. 19.” 65
4.2 Distribution Strategy of Mobilink
There are three types of distribution strategies. and sales offices are given by the right of providing its service product by Mobilink itself. villages. handle and move their products and services so that they are available to customers in the right assortment. selling a product is sometime easier than getting it to customers.Mobilink authorizes limited number of dealers to deliver its service product.
7. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. However mobilink deliver its Sims to customer with help of Franchises. While providing its service products (like SIM Cards of Jazz.000 cities. including International Roaming in 100 countries through 300 partner operators.1 Logistic Management & Mobilink
In today’s global marketplace. and in the right place. second Extensive Distribution and third is Selective Distribution. and countless remote destinations. However mobilink follow both intensive and exclusive distribution strategies. But Mobilink provides its prepaid cards to almost all the markets and consumer shops. at a right time. service centers. First Intensive Distribution.
7. Mobilink is best in logistic management and physical distribution from its competitors. Mobilink also tries to be best in physical distribution and logistics effectiveness. These Franchises. towns. Companies must decide on the best way to store. service centers. Providing its prepaid cards in every corner of the city helps mobilink to satisfy the need of consumer and to gain customer satisfaction. While providing its Jazz prepaid cards Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in as many outlets as possible.4. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5. SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive 66
. and sales offices.
7. The members of distribution channel are linked closely in creating customer value and building customer relationship.Distribution strategy means that it gives limited number of dealers the right to deliver its product. Training and Reports. Mobilink management builds logistic partnership to achieve customer value and building customer satisfaction with different courier services. dealers or customers.4. The main reason for using third party logistic provider by Mobilink is that it is useful for Low Fixed Investments.
7. However growing number of firms now outsource some or all of their logistics to Third Party Logistics providers.3 Logistic partnership and Mobilink
Companies must also work with other channel partners to improve whole channel distribution.4. The courier companies by which Mobilink has partnered are as follows: • • • TCS OCS UPS
7. Mobilink also use Third Party Logistic provider for transportation of shipment of its service products to warehouses. Financial standing. Mobilink selects. Different courier service providers are the Mobilink third party logistic providers. motivates & evaluates channel members thought Interviews.5 Advertising Media
Companies can do more than make good products—they must inform consumers about product benefits and carefully position products in
.4 Third party Logistics & Mobilink
Most business perform their own logistics functions.
reaches a broad spectrum of consumers and has the maximum customer impact. Mobilink is currently using: • • Information Advertising: To create brand awareness and knowledge of its Mobilink World brand. billboards and posters to promote Indigo. Mobilink has a significant advertising budget. they must skillfully use the promotion tools of advertising. their post-paid brand. To do this. and radio advertising media to disseminate its message and to build a brand preference but the most preferred is television since this medium is the most powerful.
Since the competition is intense in the telecommunication market. sales promotion.
. and personal selling. public relations.
Mobilink is using television. sales force. Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands. Mobilink’s actual advertising budget was not disclosed by the management. However. direct marketing. print. Billboards and Print Media: The Company has come up with elaborate campaigns.
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage.consumers’ minds. • • Radio: It has a relatively large listeners’ base and so is an effective way to communicate the message. It is advertising heavily to be heard and to constantly remind its target market to go for Mobilink.
Billboards in Multan
The success of Mobilink has not only to do with its increased offerings. Strong Brand Ambassadors: Mobilink in its advertising went on a different route (now copied by competitors) by starring the most charismatic superstars in its advertisements.Advertising Campaigns The advertising theme “Mobilink: It’s simply a way to communicate”. Iman Ali. is designed to demonstrate the new service’s simplicity and convenience. The national print and broadcast ads are designed to be localized. Interestingly. Mobilink launched a nationwide campaign composed of television commercials and print ads. Along with its service debut. Mobilink has made a conscious effort of strongly placing it on the “image” platform and mapping it in the prospects mind making it a prestigious brand. The TV ads exude energy and liveliness. the high frequency and visibility makes these advertisements noticeable which results into increased brand awareness and brand loyalty boosting sales. It was more than apparent that every
. and Shahid Afridi are some of celebrities associated with Mobilink. Shaan. but also has a great deal to do with the campaigns that Mobilink comes up with. It was at this point that the true evolution of prepay began. Wasim Akram. The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilink’s image to the masses and is more on the ‘functional’ platform. The Indigo Campaign: In its Indigo campaign. When competition was introduced in the Pakistani market. The national campaign is supplemented by local and regional ad campaigns produced by the Mobilink licencees. Strings. Vaneeza Ahmad. it reenforces Mobilink’s early perception of being the brand for the image conscious (peer leader) which gives the impression that Indigo is an ‘enhanced’ step further in this direction. and an expressive color and lightning palette. Zainab Qayyum. The tested method of having a pretty face holding a Jazz card makes its advertising campaigns booming.
Mobilink launched Jazz Octane. Iman Ali joined other famous models as being a Jazz Girl. The belated foray of Mobilink into the youth market has met with promising early success. the ad showed an old woman embracing the youthful abandon that Octane is shown to offer. in February 2006. and Jazz Ladies First has met tremendous success. a package ‘designed for the communication needs and lifestyle of the Pakistani youth segment’. and then to slash prices and improve its quality. continued to use it’s tried and tested method of having a pretty face holding a Jazz card. At first. Mobilink went a slightly different route. The tariff wars between the providers initially caused Mobilink to offer WAP on Jazz. and the new package offers quite a bit. The early success of Octane has not only to do with its increased offerings. and instead of targeting the large youth market. Perhaps most effectively and symbolically. The Mobilink World Campaign: Mobilink World being the value added service brand for Mobilink has been started with an elaborate campaign with TV advertisements and print ads. Almost immediately. Mobilink finally decided to raise the profile of Jazz. It can be argued that the old woman’s name is Mobilink. Later the introduction of such packages as Jazz Budget. Finally. But with the competition getting intense. and a more conscious effort was made towards trying to reach out to every aspect of the consumer market. the marketing and advertising improved. but also has a great deal to do with the campaign that Mobilink came up with. Sales Promotion Mobilink uses different types of sales promotion method such as: Consumer promotions In order to kindle greater and quicker purchases Mobilink is carrying out the following consumer promotion activities including special deals such as:
.single customer was important and every single subscriber was vital.
across all networks are charged as local calls.• •
Indigo Freedom Plan: this deal offers certain benefits of which two are:Friends & Family: This feature is available to the customers on any three Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling the help line at 111. all call. Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to its consumers.
• • •
Local Rates: According to this freedom plan across Pakistan. An example of its current bonus offer is: Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers.
Mobilink Jazz International Rooming Free Hajj Umra Ramazan offer
. Recharging their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free airtime (if the customers have not recharged in the year 2007).
A few events sponsored by Mobilink are given below. It took part in the usual trade-show presentations of Asia Pacific Billing and Revenue Management Week. radios. The speakers included individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil. Trade Shows: mobilink actively participates in trade shows in order to enhance its business promotions. These items are given as gifts to customers by salespeople. sports events and community welfare. • • Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate the sales force to put in greater effort. • Specialty Advertising: Mobilink uses certain items imprinted with its logo as well advertising messages such as calendars. Mobilink practices event sponsorship. It sponsors movie premieres.7 Event Sponsorship
To enhance its corporate image. Topics like ‘Increasing Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans for low income markets were discussed in detail. • • • • • Jazz 3000 Minutes + 3000 SMS Offer! Samsung Gets Roadshow Going in Karachi wi-tribe sponsors P@SHA ICT Awards 2010 PTA Reports Massive Violations by Telcos in Selling SIMs PTCL’s Student Broadband Package Promo Extended!
7.7. concerts. caps. mugs. Golf Organized for Premium Consumers by Mobilink Indigo Brand
. and candles.6 Business and Sales Force Promotions
Mobilink also carries out business and sales force promotions on frequent basis. This event has a particularly interesting through line of taking services to understand markets.
the President and CEO of Mobilink said.
7. Khaliq.8 Other Sports Events
Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and sponsored various sports events across Pakistan. SMS marketing creates one-on-one communication with the market. providing quality entertainment to its customers.10 SMS Marketing
Mobilink uses SMS marketing to send messages directly to customers.
7. catalogues.9 Direct Marketing
Mobilink also uses direct channels to reach its customers without using marketing middlemen. “Needless to say we are the leaders in the telecom sector. tele marketing as well as e-marketing.On May 4.” Club Indigo is responsible for building relationships with its exclusive clientele. 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament exclusively for Mobilink’s corporate customers. It aimed at bringing the top executives from the corporate sector at one of the most popular greens of the city. through superior customer services. Through Club Indigo we ensure the maximum level of customer satisfaction for our corporate accounts and establish concrete relationships through tailor-made services and special offers for our major clients. we strive to set higher standards for all in the business. Mobilink management believes that:75
. but this does not stop us from doing more for our customers. including cricket and Polo tournaments. The golf tournament was organized at the Islamabad Golf Club by Mobilink Indigo Club.
7. Mobilink also uses a very unique technique to reach its customers directly. Expressing his views on the Indigo Club tournament. Zouhair A. These channels include direct mail.
12 Mobilink’s Website
Mobilink has paid special attention to the “context” & “content” of its website to encourage repeat visits.11 Electronic Marketing
Mobilink finds it electronic marketing very important and highly accountable. thus increasing the success rate of the brand. Plus.
7.” As SMS is one of the largest platform to reach consumers and almost every mobile phone is SMS enabled.
. SMS targets end consumers directly via their mobile phones and compels them to take action in order to enjoy a promotion.
7. SMS is also a cost-effective way to communicate. this method has 100% penetration.“Today’s consumers are mobile and today’s marketing must reflect that.
.Mobilink’s website not only has attractive design and layout but is also very interesting and easy to navigate.
The content is also the heart of the website.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the brand ID. • • Indigo: a combination of basic blue suggests the vibes of blue dream. The logo which is not only Influential & Exhilarating but a sure head turner and is doing wonders in touching hearts and assuring absolute strength in the brand. The choice of color itself has a table to tell. It includes: • • • • • Fun • • • • • • • • • • Mustt Tones (polyphonic tones) Double mustt tones (true tones) Music Videos Wallpapers Greeting Cards Java Games Animation Today’s Special Color Logos Mobile themes Info News Weather Business Mobilink GSM updates
. Red: illustrates passion of blood.Context:
The alluring color scheme used in the layout of website make it worth navigating.12.
Mobilink fast paced growth is fueled by the foundation of innovation and the relentless work of 4000 dynamic team members.
. These ads are placed on targeted and frequently viewed websites.12. For example “smspk.net”
7. Sports • • • • • Media • TV Commercials of Mobilink Cricket Updates Football Golf Tennis Others
Tools • • • • • • Yahoo MSN Google MSN Messenger Hotmail Gmail
7.13 Mobilink’s Sales Force
Sales force serves as the companies personal links to the customers.2 Online Ads and Promotions
Online ads and promotions tools such as banners ads and search related ads are being used by Mobilink GSM. Banners are also placed on related websites such as those which support web to SMS.
Along with a fixed amount i. The have the passion and the spirit to challenge the norms.5 Success Factors of Mobilink
Mobilink is still the Market Leader and its success factors include:
7.4 Training the sales Representatives
Since Mobilink realize that a professional sales force plays a key role in developing and growing customers.
7. they are also offered variable amounts such as lucrative commissions.The sales force members are some of the best talent in the country and can be distinguished from others on the basis of their convincing power.13.13.1 Sales Force Objective:
The chief objective of Mobilink’s sales force is not only to encourage sales but also to diagnose customer’s problem and to propose an effective solution thus satisfying them completely.2 Sales force Structure
Mobilink’s sales force manages following types of sales force: • • • Technical and Application Engineers Service Personal Distributor Sales Force
7. Benefits such as paid leaves as well as accident benefits are also offered to the sales force. and so they are the part of winning team. They play a strong role in improving customer profitability. it trains its sales representatives to effectively convince the customers by using effective screening techniques. salaries.13.3 Sales Force Compensation
Mobilink has attractive compensation packages for its sales force.13.
In the ceremony 4 tractors and 40
. today jointly announced the winners of the 6th to 9th lucky drawsfor their joint promotional campaign which offered its respective customers a chance to participate and win a multitude of prizes.the premier Oil and Lubricants Company.14 Joint Venture with Shell
July 29 . Each Shell Rimula pack contained a code which the customers would have to scratch and SMS to 660 through their Jazz SIM. the most affordable packages and the most value-filled offers.• • •
Innovative Products Excellent Customer Services Best Coverage among cellular operators
7. . Mobilink Pakistan’s market leader in cellular services and a part of Orascom Telecom Holding and Shell Pakistan Ltd. 90 motorcycles. Mobilink Jazz always strives to provide its customers with the best connectivity. Shell Rimula packs and for new Jazz customers. The customers would not only instantly win a 4 litre Shell Rimula pack but also be entered into a Lucky Draw to get the chance to win 9 tractors. thousands of free minutes and SMS’s! Our heartiest congratulations goes out to the lucky winners on winning their prizes. 2011 – Mobilink Jazz recently partnered with Shell Rimula to give its lucky customers the chance to win lots of valuable prizes.
.motorcycles were given away via the lucky draws.
8 Tasks Performed During Internship
these include accounts maintained in CITI. HBL. ABL. I discussed about my duties during internship. I talked about my experience and how this experience impacts my career.
.2 DAILY ACTIVITIES
Creating Opening Cash Position Updating the balances of the major current and saving accounts maintained by Mobilink.TASKS PERFORMED DURING INTERNSHIP 8.
Accomplishments. In the end of this chapter. problems which encountered in the way of completion of my targets are briefly discussed.
Whom I done my Internship
My Duties During Internship 8.1 LEARNING AS A STUDENT INTERN
In this chapter. new knowledge gained during exercise of practical life. DB ACBL.
updating the cash in hand section as and when information is received. The information is received from the operations department within the finance department. UBL. to assess the funds. Updating the cheque float.
. and as the information of more than 500 franchises and sales centers is not easy to get daily. Furthermore balances are also taken of accounts from whom any payment may be due. The information of the new cheques released. Lahore and Karachi. NBP. Furthermore. to be transferred on the next day. this includes adding new cheques released on that day. FBL and RBS. NIB. is received from the accounts payable department and then using the DB direct & CITI bank’s website to see the cheques that have been cleared from the CITI’s current accounts maintained in Islamabad. MCB. Some accounts are to be adjusted like SCB account is to be adjusted to the lien marked amount.SCB. the information is only updated 2 or 3 times a week.
transfer letters are prepared to transfer funds to the bank in which they are required. Other Activities Filing the photocopies of the transfer letters that were faxed daily was another task that I performed. an inward remittance rate sheet is made. that comes from four major banks. in both foreign currency and Pakistani rupee. I had to make all these letters and then send them to the bank. Habib Bank and Standard Chartered. The instructions for fund transfers are on the same day pay order basis and all instructions to the banks are forwarded through fax and then confirmed. the 35% and the 65% amount of the amount. United Bank. Furthermore original transfer letters were also needed to be sent out to the respective banks and also updating the payments file daily were some of the other tasks performed daily. is transferred to Askari Bank daily. International Payments As stated earlier. which includes Allied Bank. a conversion rate is asked. As part of my internship. Occasional Activities Encashment As soon as Citi bank provides us with a notification on an encashment. issuing them the authority to convert and transfer the 65% of the encashment into the account and also transferring the 35% of the amount to the dollar account of Mobilink. which shows the total remitted amount. When the bank provides us with the detail. Furthermore a letter to Citibank is also made. all major collections. Furthermore. with the original notification letter and then sent to Citi bank to go through with the transaction.Cash Transfers After calculating the amount of liability to be paid out from various banks on the following day. to convert the 65% of the total amount to Pakistani rupee. international payments are made either on international roaming charges or international charges made by the different departments 86
. Lastly a Form R is made to notify the SBP that 65%of the total amount has been converted to Pakistani rupee. as stated by the foreign exchange ordinance of Pakistan and lastly all the above letters are attached.
with the bank account opening form and request letter from Mobilink. or any other expense.of Mobilink. As part of my internship. with the completion form and the original invoice. These letters of authorizations are made after discussions with the HOD and his final signing of the letters. Account Opening Mobilink often open accounts as to help out with operation. As a task. Letter of Incorporation. which is used for inter department expenditures and approvals. The main items provided to these bank included the Memorandum and Articles of Association. letter of authorization are sent to the Relationship manager handling the Mobilink AMEX card. All these documents are attested by the company secretary of Mobilink and are provided to the bank. including the amounts and all banking details like the SWIFT No. which shows tells about the director of a company and the NIC or passports of all the people in the board of resolution and NTN certificate. during my internship with Barclays and UBL. Form 29.
. beneficiary bank name and the account title. including. a payment order and a purchase requisition or the original invoice for non departmental expenditures. As part of my internship tasks. Board Resolution. which gives them the authority to debit our PKR account and buy the foreign currency at a conversion rate agreed. Credit Cards Credit card of SCB AMEX are provided to all directors and above of the company and when they want to either increase their limits or wanted to give out advance payment s into their credit cards because they were going abroad. I had to make these letters of authorization. I had to make all these letters and then send them to the bank. As soon as our department receives the Payment Authorization Form (PAF). for the transaction to take place. all the main items were provided to the banks. Furthermore a Form M is also submitted to bank. These letters are then forwarded to the bank. the department issues an letter to the bank for the payment.
I myself make many policies to make sales because selling a SIM2 was not a difficult task to do customer is ready to take SIM from you but to sell him recharge of Rs. so keep in view the cost of SIM and load I make many polices to sell. As I told that I was given a target of sales I learn a lot during my internship how to deal. Even I sold free SIMs too (get number of your choice in Rs. And I also learn how to deal wit customer as I thought if you want to make sale you should go to the customer or customer come to you.8. and if customer do not buy your product than you should leave a good impression on that customer because if in future that customer need your product than it will come to you to buy that product.100 was a bit difficult. As part of my internship. First all of the bank statements for the period are collected from the accounts department and then using the applicable rates.4 New Knowledge Acquired
Being a student of MARKETING it was a great experience for me to have chance to get in the market and do this work. I had to calculate the interest amount for the month.
8.160 with 160 balance) and many more policies like this.
Subscriber identity module
. all the balances are added to the interest income sheet and the interest income is calculated.3 MONTH END ACTIVITIES
Interest Income Sheet Each month all the banks to which interest was accrued are calculated. you should have a smiling face to greet the customer. who to avoid difficult situations and how to create demand for your product.
because this shift is permanent for that given employee. for example. at Mobilink. Furthermore. the rules and procedures for job advancements are laid out however it has been seen that junior executives. According to my findings. This learning should not be considered as a job rotation. when an employee is told about the working of another part of the department. But in sale you should have to be cool and calm because nobody wants to loss his customers. even though the employees informally try to learn about the working of other departments through their peers.
. This creates dissatisfaction within the employees. is only when he is moved to that part. especially those at associate level are not promoted to specialist levels. even though they have fulfilled the main requirement. Furthermore the only time. no official job rotation takes place within the treasury department.5 IDENTIFICATION OF A MAIN PROBLEM AND FINDINGS
Job Rotation and Advancement The main problem that I have identified within the treasury department as a whole is the lack of job rotation within the department and not enacting on the job advancement rules. officially. During my time in the field I encountered also many other problems like: Cross questions of customers Customers having much knowledge about other network’s offerings Pricing problem I face those problems very well. when an employee initially working for trade department is transferred to off shore financing because of shortage of employee. They show keen interest in learning new things as all the operations within the department are interlinked. and I was able to neglect those problems. I also do this because in between sale was stopped than I came with one to one marketing go to the customer to sell my product and was very much successful doing this.8.years of experience with Mobilink.
it was a very difficult thing to convince that customer to recharge at the spot.Another problem was that customer was ready to take SIM but without recharging. Because in the any kind of job in marketing or sales department in Pakistan you should have to interact with the customer and try to fulfill the needs and wants of the customers. When I will get in my practical life soon after completing my degree this experience will go whit me and will be very beneficial for me in the field.
8. before the completing my studies I got a chance to get in the market and do some work.
.6 How This Experience Impact My Career?
It was a great experience in the field.
Opportunities: external conditions that is helpful to achieving the objective(s).
.9.1 SWOT analysis
SWOT analysis is a strategic planning method used to evaluate the strengths. It involves the specifying the objectives of business ventures or projects and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.
Strengths: attributes of the person or company that is helpful to achieving the objective(s). Threats: external conditions which could do damage to the objective(s). opportunities and threats involved in a project or business venture. Weaknesses: attributes of the person or company that is harmful to achieving the objective(s). weakness. This technique is credited to Albert Humphrey who led a convention at Stanford University in the 1960s and 1670s using data from Fortune 500 companies.
•Mobilink's short message service center allows Vehicle Tracking and Fleet (VTF) Management services .• Large number of corporate customers . •Fewer advertisements now days. •A very strong brand image •Highest market share not only in terms of number of subscribers but also in terms of revenue.• Economy of scale. •Only company offering corporate packages
•Currently providing not good quality service because of changing their network from 900 MHz to 1800 MHz. What they lose due to this source and what are the advantages of this source are discussed below:
•Considered very strong and reliable •Captured most of the potential customers (28 million and growing) •Covering over 10. towns and villages across the Pakistan •First operator to introduce IR for the people of Pakistan •Only cellular service in Pakistan to provide coverage on the M2 motorway. Mobilink is offering Motorola Timeport Triband (TT) handsets on rental basis. These sets are available at all Mobilink's Customer Service centers. •Mobilink has signed bilateral roaming agreements with 50 operators around the world to have true roaming service operational in over 42 countries of the world. • Mobilink and Muslim Commercial Bank have made a combined effort in order to maximize the ease and the satisfaction of their respective customers by offering them all banking services from their very own mobile handset. •In order to facilitate its international Roaming subscribers traveling to USA and Canada.SWOT analysis of Mobilink
Basically Mobilink hire from reference so SWOT analysis is based on this source.
• Wireless local loop service providers too targeting areas which are less developed. • Current price war may reach at a position where only brand names survive • Due to expensive quality of service now a days customers can shift to other companies. •Employee retention is also issue because mobilink fired 1000 employees in October 2008. according to the data released by Pakistan Telecommunication Authority. •Can lower prices to make business difficult for new companies
•New market players are coming in near future. • New companies can offer packages for corporate customers in better way .2 Mobilink’s Competitors
The mobile subscriber market in Pakistan has crossed the 100 million mark in February 2011 and has reached a total of 105.151.
.•Most expensive telecom company both in call rates and SMS •Engineering department of Mobilink is not that well competent as compared to its new competitors •Customer retention Side is weak due to expensive packages
•Can expand its networks in the uncovered areas •Services in the future can be •Telephone •Wireless •Calling Cards •Mobile Phone Banking •Before start of new companies can target as many new customers as they can. •Loss of loyal customer
9.871 mobile subscriptions.
878 U-fone 20.103 mobile phone users in February 2011.121
In terms of the percentage market share:
Mobilink Telenor U-fone Warid Zong 32% 23% 19% 17% 9%
.368. as compared to 1.693.201.According to the stats.499.229.388. all five cellular companies showed consistency in adding 1.145.752 Waird 17. Mobilink 32. The individual figures in terms of total subscribers by February 2011 of all the five companies are as follows.381 cell users in January 2011.495 Telenor 25.626 Zong 9.
subscription has been made a lot easier then it previously was. there is also facility of changing the service provider offered by some companies with U-fone in particular.I.Due to some healthy competition going on between the five cellular service companies of Pakistan.
.C. All what a user has to do is buy a mobile sim from any nearest shop wherever available just having a copy of N. After putting the sim in the mobile simply dial the help line number to provide the necessary details to the customer services officer and enjoy the service. Moreover.
9. This growth is not new to the industry. as previous years have shown substantial growth as well. but with PTA. Furthermore. and since then has become the market leader by providing its customers with the state of the art products and services. Finally. Even though Mobilink has been a market leader. I am very grateful that I received an internship at Mobilink as it was a great learning
. Mobilink has been in operation since 1994. resulting into better services at reduced rate. introducing the 3G platform in the coming years and a major part of our population still without mobile connectivity. it still is providing competitive products and services for its core products-Jazz and Indigo. as they provide us with the practical experience during our academic career. especially in distant villages. Although the mobile industry has seen substantial growth over the years. providing the most technological advanced products and services. through direct and indirect taxation and creating employment opportunities for the people. showing growth rate of more than 80% in 2007. it has for a number of years been facing strong competition from Telenor and Ufone. this has favorably affected our economy as a whole. Although the concerns may be valid to some extent. many observers feel that the industry may become saturated and will show lower growth rates as a result of increased taxation and the general economic conditions of Pakistan. The mobile industry of Pakistan is considered by a majority of prospective employees as the best industry for a job. which has resulted in a decrease of its market share.3 CONCLUSION
The mobile industry has seen phenomenal growth over the year. there is still optimism that the mobile industry will not become saturated and there is still place for competition in the industry. This has led Mobilink to a policy of diversification. by introducing products like Mobilink PCO and WIMAX services. Mobilink has for years enjoyed a good market share of the total industry. generating revenues for the government. This growth is a direct result of the increased competition in the mobile industry. internships are an important part of the academic program. its current market share is 36%14. Although Mobilink has diversified. for so many years.
CHAPTER NO.experience on how a multinational company works and further improved my skills of team working and critical decision making.
• Mobilink should attract maximum customers and satisfy them.10.1 SUGGESTIONS
We have a lot of suggestion for the company. Some of them are: • • Mobilink should work on network improvement. As far as their charges are concerned they are a bit expensive as compared to their competitors so we suggest that the charges should be reduced.
Furthermore. in today’s business environment. that with job rotation. the argument also suggests. Some of the recommendations to this problem are as follows: Firstly I would recommend that the department officially start job rotation. multitasking is becoming more and more essential and thus rotation becomes essential in making employees multitask. as I believe that the criteria of job advancements currently used is a standard in most MNC’sand job advancements are a part of career growth. One of the major arguments against job rotation is that without it. employees will perform only one task and will become specialized in that particular job. with enhanced skills. not essentially helpful in doing complex tasks. Secondly I would also suggest that specific job related training should also be imparted to the employees. the organization structure of the treasury department makes it easy for job rotation. However. they should be awarded with the fruits of job advancement. Lastly. only general information is imparted to employees. job advancement s will create future leaders for Mobilink.2 RECOMMENDATION
As identified earlier.
. The major benefit of which would include even more motivated employees. Also professional counseling programs should also be started to provide employees with the information. that Mobilink adheres to its job advancement procedures because for an employee that has worked with Mobilink for more than 2-3 years. this would have an additional benefit of further rotation.10. except cash management. Furthermore. as all sub departments major functions are interlinked to each other and mostly all departments currently have more than one associate employee. the problem that I identified was the lack of job rotation within department and not enacting on job advancement rules and procedures. Furthermore. I would suggest. regarding future prospects at Mobilink and in the mobile industry.
References & Sources
References & Sources
• • • • •
www.mobilinkgsm.com www.mobilinkworld.com www.google.com.pk www.polarismr.com www.prenhall.com
Web Resources • Wikipedia (wikipedia.com) Mobilink Ufone Telenor Pakistan Warid Telecom (Pakistan) Paktel China Mobile (Pakistan) Mobilink (mobilinkgsm.com) Pakistan Telecommunication Authority (pta.gov.pk) Ufone (ufone.com) Telenor (telenor.com.pk) Warid (waridtel.com) Zong (zong.com.pk) Orascom Telecom (otelecom.com) The News (thenews.com.pk) Articles used: • • • • • • • • Reports • • • Orascom Telecom Annual Report 2007 Orascom Telecom Annual Report 2006 Mobilink’s Balance Sheet and Income Statement