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CELLULAR INDUSTRY:

Cellular Mobile segment of the industry is considered an engine of growth for telecom sector in Pakistan, cellular Mobile sector continued to add 2.5 million subscribers per month during the year 2010-11, cellular mobile operators continued their aggressive marketing and network expansion, competition among operators became more intensive with aggressive entry of CMPak, a China Mobile subsidiary in Pakistan. CMPak with their brand Zong and Telenor have added significant subscribers very rapidly, several cellular operators offered various Value Added Services at lower rates to attract more customers.

ABOUT MOBILINK:
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan. Mobilink started operations in 1994 with more than 31.6 million subscribers and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan. It is the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multinational company. Mobilink prides itself on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers. Mobilink has already invested over US $3.3 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 10,000+ cities, towns and villages nationwide as well as over 140 countries on international roaming service. In other words, we speak your language, everywhere. Mobilink is also the official telecommunication service provider for the Pakistan Cricket Board (PCB).

ABOUT ORASCOM TELECOM:


Orascom Telecom Holding S.A.E. ("Orascom Telecom") or ("OTH") was established in 1998 and has grown to become a major player in the telecommunication market. OTH is considered among the largest and most diversified network operators in the Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate mobile services in North Korea. 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 operates GSM
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networks in Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH had exceeded 74 million subscribers as of March 2008. In Pakistan, the Pakistan Mobile communications Ltd (Mobilink) started its operations in 1994 and, until early 2001, had a market share of 40%. In April 2001, OTH took over management control of the company. As the market leader, Mobilink serves more than 31.6 million subscribers, representing a market share of 38.5% (as of March 2008). OTH has positioned itself as a leader in the region for its diverse GSM operations with various GSM support and Internet operations. One of OTH's main strategies is to create its own nonGSM subsidiaries to act as a backbone of support for its regional GSM operations. OTH has achieved this by dedicating financial, technical and management resources for supporting its subsidiaries. This includes network support and installation of GSM operations, equipment procurement, handset procurement and distribution companies, Value Added Services, and Internet operations. OTH is dedicated to providing the best quality services to its customers, value to shareholders and a dynamic working environment for its more than 15,000 employees. OTH established a strong presence in the GSM Association (the world's leading wireless industry representative body) only five years after its inception. OTH's Chairman and CEO, Mr. Naguib Sawiris, was selected to join the GSM Association's CEO Board in 2002. OTH's stocks are traded on the Cairo and Alexandria Stock Exchange (CASE), (under the symbol ORTE.CA, ORAT EY) and on the London Stock Exchange (where its GDR is traded under the symbol ORTEq.L, OTLD LI). OTH is dedicated to provide the best quality services to its customers, value to shareholders, and a dynamic working environment for its more than 15,000 employees.

MOBILINK'S MISSION:
To be a superior communication service company in Pakistan that provides the best value to its customers, employees, business partners and shareholders.

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".

MOBILINK'S VALUES:
TOTAL CUSTOMER SATISFACTION
Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations.
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BUSINESS EXCELLENCE
We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves every day. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders.

TRUST & INTEGRITY


At Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect.

RESPECT FOR PEOPLE


Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor.

CORPORATE SOCIAL RESPONSIBILITY:


As the market leader, we recognize and fulfill our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society.

CSR AT MOBILINK:
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. Our Corporate Social Responsibility goes beyond philanthropy and donations whereby we take into full account the impact that Mobilink creates on all stakeholders and on the environment when making decisions. We recognize that an educated, healthy society is Pakistans key to ensuring sustainable development and we do our best to give back to the community we operate in.

MOBILINK FOUNDATION:
The establishment of the Mobilink Foundation in December 2007 is a reflection of the commitment of Mobilink and its employees to benefit the community in which we operate. The Mobilink Foundation is a registered non-profit organization, which provides support for the local community not only financially but also through dedicated volunteer hours. Being a philanthropic organization, it is purely based on employee volunteerism. No administrative costs or overheads are incurred by the organization and therefore, every single penny that is donated to Mobilink Foundation goes directly into making a difference on ground. Employee volunteerism is a core value of Mobilinks Culture of Excellence and employees are strongly encouraged to develop a humanitarian spirit. The Mobilink Foundation Torchbearers are sanctioned to clock an average of 4 to 5 dedicated hours per person per month during official
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working hours. On average the volunteers spent more than 4,800 hours in 2009 in community service initiatives.

NETWORK:
During the last 15 years, Mobilink has set up one of the largest cellular networks in the country. Currently, we are covering more than 10,000+ cities and towns. This has involved an investment in the company of more than US$ 3.3 Billion. We have 66 Switches and more than 8,000 cell sites and the number keeps growing at a rapid pace. We also have deployed around 6,500 km of optical cable.

NETWORK
Years of Business Cities Investment Switches Cell Sites Optical Cable Deployment Switches Radio Base Stations Intelligent Networks Microwave Equipment Operating Frequency 15 10,000+ USD 3.3 Billion+ 66 8,000+ 6,500 KM Nokia-Siemens, Alcatel, Huawei Motorola and Alcatel. Siemens NEC and Alcatel 900/1800 MHz

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SMSC

Logical CMG

COVERAGE:
Where other networks fail, ours connects instantly. On highways & byways, throughout thousands of destinations across Pakistan, only Mobilink has you fully covered. So no more mixed signals, because only Mobilink talks to you loud & clear. Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, and villages across Pakistan. It connects over 31.6 million family members every second of the day with exceptional voice quality due to its broad coverage. Our coverage is expanding day by day, and soon, the only other thing covering Pakistan more than Mobilink would be the clear blue sky. The type of coverage service Mobilink provides is divided into three main categories: 1. PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) 2. INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) 3. OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area) Along with nationwide coverage, Mobilink also provides true International Roaming in over 140 countries with more than 300 partner operators worldwide.

GPRS & EDGE COVERAGE:

With Mobilinks GPRS & EDGE Services you can enjoy a great internet browsing experience. Download email or data faster than ever before. GPRS & EDGE GPRS Activation

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MANAGEMENT:

President and CEO Rashid Khan

Chief Strategy Officer Tariq Rashid

Vice President Sales & Distribution Bilal Munir Sheikh

Vice President Customer Care Irfan Akram

Vice President Corporate Affairs Agha Qasim

Chief Technical Officer Ramy Reyad Kamel

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Vice President Marketing Jahanzeb Taj

Chief Information Officer Irfan Farooq

Head of Human Resources & Administration Sadia Ahmad

Chief Financial Officer Andis Locmelis

Head of Business Analysis and Planning Farid Ahmed

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HIERARCHY:

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ACHIEVEMENTS:
ISO 9002 Quality Management System Certification for Billing, 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, 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 130 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. MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and Fleet Management services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide these facilities at all those locations where GSM coverage is available.

LARGEST VOICE + DATA COVERAGE:

Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, and villages across Pakistan.

COMPANY ADDRESS:
HEAD OFFICE Address UAN Email Web Mobilink House 1- A, Kohistan Road, F-8 Markaz, Islamabad, Pakistan. 111-300-300 customercare@mobilink.net www.mobilinkgsm.com

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CUSTOMER CARE CENTERS (ADDRESSES):


1. FAISALABAD 2. GUJRANWALA 3. HYDERABAD 4. ISLAMABAD 5. KARACHI 6. LAHORE 7. MULTAN 8. PESHAWAR 9. QUETTA 10. RAWALPINDI 11. RAHIM YAR KHAN 12. SARGODHA 13. JHELUM 14. SUKKUR

STRATEGIC BUSINESS UNIT (SBU):


A SBU is a single product or brand, a line of products, or a mix of created products that meets a common market need or a group of related needs, and the units management is responsible of all of the basic business functions.

PRODUCTS:
Mobilink offers both Pre-paid and Post-paid services. They offer tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) services to their customers. Jazz is an amazing prepaid service that allows freedom from monthly bills and gives complete control over the customers cellular expenditure. The user can decide in advance when and how much he wants to spend. He can load a scratch card whenever he wants to and start talking. Jazz is simple, easy and loads of fun. Not only Indigo and jazz Mobilink have 12 more products given below: 1. 2. 3. 4. Mobilink Indigo Mobilink Jazz Mobilink BlackBerry Mobilink PCO
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5. Mobilink TV 6. Mobilink Game ON 7. Jazz Cricket SIM 8. Conference Bridge 9. PSO Cards 10. PIA Reservations 11. Stock Pro 12. Fax Mail 13. Corporate SMS 14. SMS Advertiser In addition to providing advanced voice communication services, they also offer a number of value added services to their valued subscribers.

VALUE ADDED SERVICES:


1. GPRS 2. Mobilink Must Services 3. SMS Messaging 4. Power Tools 5. Chat Services 6. Dedication Services 7. Power Tools 8. Mail Services 9. Info Services 10. IVR Ring tones/Logos 11. On Call Services 12. Missed Call Alerts

POSITIONING:
POSITIONING STRATEGY:
Being the pioneer in Pakistani telecommunication market Mobilink has positioned itself on the quality of services. People know that the Mobilink is providing the more connectivity than others telecom service providers. Mobilink is charging the slightly higher than other on the bases of the quality services which it is providing to the customers. As the Mobilink says: Connectivity matters not the price

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Mobilink positioned himself that they are charging slightly more that other on the bases of quality services. And people about their positioning strategy. While other telecom service providers positioned themselves on the base of less prices, Mobilink is just superior on their quality services due to first mover and he set the ground with their 18 years of business Mobilink has more subscribers than others. Thats why the Mobilink is market leader in the Pakistani market with the 35% market share. Only Mobilink is claiming that they are quality service provider and secondly Telenor is also focusing to position itself on quality service provider and all other like Warid telecom, Zong, Instafone they are positioning themselves on fewer prices as they are delivering the message in their advertisement.

Mobilink say Pura Signal, Pura Pakistan Complete signal, complete Pakistan You dont find the signals, signals find you

ANALYSIS:
In Pakistans competitive and heated mobile market operators survival lies in getting into new areas exploring new Value Added products, and providing better quality of services. This is only possible by rolling out networks and be the first to reach untapped population of the country. Out of 376 tehsils across Pakistan, almost 77 % are covered with mobile networks, bringing the figure.

CITIES/TOWNS/VILLAGES COVERED BY THE COMPANY:

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In 2004 there were less than 2000 cell sites erected by all mobile operators all together for provision of mobile services. Today total cell sites of all mobile operators are more than 17,500. Figure depicts the number of cell sites of Cellular Mobile Operators.

INDIGO:
Indigo is positioned on family platform, offering a wide range of products catering to different needs. It comprises of a range of packages depending upon the usage levels such as indigo initial and indigo 400 supplementary packages combine postpaid life style with economical rates.

JAZZ:
Call and control is a hybrid product that offers prepaid convenience and postpaid control and is suited for high-end prepaid users.

BUSINESS SOLUTIONS:
CORPORATE SMS:
Corporate SMS is an SMS Broadcast Application that enables corporate users to Send, Manage and schedule message broadcasts to multiple recipients on any mobile and land line number in Pakistan.

SMS ADVERTISER
Mobilink GSM, the market leader with a customer subscriber base of over 30 million, offers SMS Advertiser to all large scale businesses and organizations. Now you can send your message directly to your customers.SMS Advertiser can create one-on-one communication with your market. Today's consumers are mobile and today's marketing must reflect that.

BENEFITS OF SMS ADVERTISER WIDE REACH


SMS is the world's largest platform to reach out to consumers - every mobile phone is SMS enabled, it has 100% penetration.

FOCUSED
SMS targets end-customers directly via their mobile phones.

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PROMPT CUSTOMER RESPONSE


It compels the consumer to take action in order to enjoy a promotion, thus increasing the success rate of advertisers.

ECONOMICAL
SMS is a cost effective way to communicate, which allows timely assessment of results.

WHO CAN BENEFIT FROM SMS ADVERTISE?


SMS Advertiser is ideal for all organizations that want to interact with their customers in a new yet personalized way. Whether it is a product launch or a brand reinforcement message, SMS Advertiser is the right solution for your business

SOME CORPORATE EXAMPLES


Banks announcing new products and specials offers Consumer goods companies informing their consumers of special discount deals Beverages companies announcing new promotions New Businesses announcing start of operations & their offers

MOBILINK BLACKBERRY:
BlackBerry is the leading wireless enterprise solution offered by Research in Motion Ltd. (RIM) that keeps mobile professionals connected to people and information while on the go. It is a proven platform that provides users around the world with secure, wireless access to a full suite of business applications including:-Email-Phone-SMS-Web-Organizer Features Black Berry solution comes with a Mobile phone, which allows you to get instant e-mails on your Black Berry handheld. This is a push-based e-mail solution where access is available to your information while roaming nationally and internationally in selected locations. These emails can either be personal or official. BlackBerry also allows you surf the internet.

FAX MAIL:
Fax mail is a unique service which allows a subscriber to receive his personal faxes on his mobile and is able to receive them by using any fax machine.

STOCK PRO:
Stock Pro offers the ability for live-view of your stocks* and if you have a trading account
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with IGI Securities, it allows you to trade as well. The concept of Stock Pro has been designed to enable the customers to remain connected to Stock Exchange via Blackberry or any other Java enabled mobile device, whether in office or out, or on the move. Details are as follows:

REQUIREMENTS:
Jazz or Indigo Customer Any mobile phone with GPRS & Java support and MIDP v2.0 & above GPRS subscription Account with IGI Securities for Trading

FEATURES: QUOTE REQUEST:


An option by which users can request any symbol rate and related market information. The quote symbol could be any symbol not part of the subscribed list.

CHANGE SUBSCRIPTION LIST:


Users can add or remove any symbol from the subscription list. While adding a symbol, application will not permit to exceed the subscription limit which is up to 10 scripts at a time. Users can remove any symbol from the subscription list by pressing removing button.

VOLUME LEADER SCREEN


Users can view the top 10 market leaders by volume at any given time.

TOP GAINERS/LOSERS SCREEN


Top Gainers Losers Screen displays top 5 gainers and top 5 losers of current market. HELP SCREEN

Help screen includes description of entire Screens in Stock pro application.

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CHANGE PASSWORD SCREEN

User can change password at any time by providing the old password SUBSCRIPTION MECHANICS
Customers will be required to send an SMS to a designated short code for requesting service subscription. (GPRS is a mandatory requirement for this service.) 1. The customer will send SMS <SUB> to the short code 4442. 2. Then the customer will receive two SMS in return: Download Link of the application along with User ID and Password Information SMS informing him/her that IGIs CS Representative will contact him/her shortly Customer will be informed of a 10-day free trial in the same SMS 3. Customer will download the application and login using the credentials provided earlier 4. Application will request customer to enter his CNIC for verification purposes (one-time only). Once entered, customer will be taken to the main screen where he would be able to view live stock feeds 5. For trading, customers will be required to first open an account with IGI. For this purpose, a visit to an IGI branch will be mandatory. 6. After 10 days of trial period, customer will receive an SMS from short code 4443 to renew the subscription by replying to that SMS. This subscription will be charged as per charging mentioned below.

UN-SUBSCRIPTION MECHANICS
Customer will send UNSUB to 4442 Customer will receive an SMS informing him that his subscription has been terminated

CHARGES:
Subscription is free for first ten (10) days as trial. After the trial period, the subscription will be charged at Rs.20 + Tax per month.
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SMS is charged as per package plan Standard GPRS charges apply for data upload and download NOTE: All Prepaid and Postpaid customers can use this application. *For Karachi Stock Exchange only!

HOURLY ALERTS:
Customers can subscribe to receive alerts of any three companies at KSE or LSE at a time of their choice to receive updates of the latest stock information (current rate, opening rate, etc.)

PRICE MOVEMENT ALERT:


Customers can select any three companies and specify minimum and maximum share price limits so that notification is sent to them whenever the trading price breaches the pre-defined barriers.

KSE/LSE INDEX ALERT:


Customers can subscribe to daily stock index (trading volumes, etc.) alerts when the market closes for the day.

PIA RESERVATIONS:
Now Mobilinks customers can make seat reservations (one way or return both) through their mobiles. As a result of this reservation the customer gets the PNR number, which can be used to buy the ticket from PIA office or E-Kiosks. In addition to this the customer can also get flight, seat availability and Frequent Flyer points information by sending an SMS on 7422.

PSO CARDS
Mobilink has always been innovative in its approach and has developed new services for its customer Now Mobilink customers having any type of PSO card (Fleet, Corporate, loyalty or Prepaid), can us this service to get information about their Fleet Card last usage, Balance available, miles traveled etc.

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CONFERENCE BRIDGE:
Mobilink has always been the market leader when it comes to introducing state-of-the-art communication services and solutions. For the first time in Pakistan, Mobilink is pleased to introduce the Conference Bridge Service for both postpaid and prepaid users. This service is ideal for reducing set up and gathering time for meetings as it brings geographically scattered workforce together in a conference without any hassle. Conference Bridge allows organizers to schedule conference calls with up to 25 on net and off net users, subscribers of this service can also use the web conferencing features like presentation and document sharing during the conference call. As the organizers sets up a conference call, all participants are informed about the date, time and dial in number & access code through an E-mail. Participants simply have to dial in at the time of the conference call to join in while on the go!

JAZZ CRICKET SIM:


Pakistanis are extremely passionate for cricket, all year round and especially during the World Cup, the whole nation lives and breathes just cricket! Further fuelling the passion for this amazing sport, Jazz now presents every cricket fans dream come true, The Jazz Cricket SIM! The perfect SIM for all cricket lovers; where they will have instant access to the sport no matter where they are. In addition to reactivated GPRS, cricket related services and content will be available to the users through a simple and easy-to-use cricket menu

GAME ON:
Mobilink has always been a pioneer in providing its customers the chance to experience the latest Value Added Services, Recently mobile gaming has taken the world by a storm and this fever is expected to grow at a phenomenal rate. Keeping its tradition of innovation alive, Mobilink now brings you a chance to get a hands-on experience of mobile gaming. You can now log on to our Gaming Portal and enjoy a vast variety of games from a number of categories so Game On!

MOBILINK TV:
Mobilink introduces Mobile TV; you will be able to watch your favorite TV shows even when there is no electricity! You can also listen to the hottest songs in our Audio section even in the remotest areas.

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MARKET SEGMENTATION:
Market segmentation is dividing a market into distinct groups of buyers who have distinct needs. The market consists of many types if customers products and needs. The marketer has to determine which segments offer the best opportunities. Consumers can be grouped and served in various ways based on geographic demographic psychographics and behavioral factors. The process of dividing a market into distinct groups of buyers who have different needs characteristics or behavioral who might require separate products or marketing programs is called marker segmentation. Every market has segments but not all ways of segmenting a market are equally useful. For example Tylenol would gain little by distinguishing between low income and high income pain reliever users if both respond the some way to marketing efforts. A market segment consists of consumers who respond in a similar way to a given set of marketing efforts in the car market for example consumers who want the biggest most comfortable car regardless of price make up one market segments. Consumers who care mainly about price and operating economy make up another segment. It would be difficult to make one car model that was the first choice if consumers in both segments companies are wise through focus their efforts on meeting the distinct needs of individual marker segments. Following are the different segments of Mobilink:

1. BEHAVIORAL SEGEMENTATION:
Mobilink make segmentation on the basis of occasion like offers of Eid, Ramadan and Independence Day etc. Mobilink make segmentation on the basis of User status like packages for ex-user, potential user, first time users and regular users.

2. GEOGRAPHICAL SEGEMENTAION:
Mobilink make segmentation on the basis of regions It gives the facility of roaming in more than 140 countries. It gives different packages for different cities.

3. DEMOGRAPHIC SEGEMENTATION:
Mobilink make segmentation on the basis of following factors Age: it gives offers on the base of age like SMS packages for young ones and call packages for senior citizens. Gender: it gives offer for females like LADIES FIRST PACKAGE.
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Occupation: it gives facilities of postpaid and prepaid on the base of occupation like people of SMEs use postpaid while usual people use prepaid.

4. PSYCHOGRAPHIC SEGEMENTATION:
Mobilink make segmentation on the basis of psychological conditions of people. It gives the psychological relief to people by giving the facilities like: 1. Utility Bill payments 2. Recharge facility 3. Bank transactions

MARKETING TARGETING:
The process of evaluating each market segments attractiveness and selecting one or more segments to enter. After a company has defined market segments, it can enter one or many of these segments. Market targeting involves evaluating each market segment attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time; following are the segments by Mobilink.

MOBILINK BLACKBERRY:
Mobilink now introduces Blackberry Professional Software, which specifically caters to the needs of the Small and Medium Enterprise market segments. The Blackberry Processional Solution will allow up to 30 users within the SME. The Blackberry Professional Software has been designed keeping in mind the needs of the SME Market Segment. Some of the basic needs of the SME sector are as follows Focus on affordability Smaller IT footprint Simplicity for installation and management Minimal need for IT support resource Require only core functionality No need for developer tools SMEs use application packages

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No need for Enterprise IM SMEs can use Blackberry Messenger, MSN Messenger SME sector requires the power of the Blackberry Solution. 1. Security 2. Control 3. Performance Blackberry Professional Software delivers the reliability, features and security performance as required by the SME as it is easy to install and manage. Some of the basic features of BPS are as follows:

MOBILINK SPORTS PORTAL:


Youll have a front row seat to all sporting events with Mobilink Sports Portal, As close as it gets to the game. From Cricket to golf, Tennis to Formula 1 racing, catch all the action live on your mobile with Latest Scores, Match Schedules, Games, Chat Corners, Blogs, Content Downloads and much more. Following are the sports portal: Cricket Hockey Soccer Tennis Car Racing Golf

MOBILINK DSL:
Besides its cellular service recently Mobilink has also started its DSL/Wimax internet service in 26 major cities of Pakistan including Lahore, Karachi, Rawalpindi, Islamabad, Faisalabad, Peshawar, Multan, Gujranwala, Gujrat, Jhelum, Sialkot, Hyderabad, Mardan, Rahim Yar Khan, Sahiwal, Wah, Sargodha, Sheikhupura, Abbotabad, Quetta, Dera Ghazi Khan, Ghazi Kot, Bahawalpur, Sukkur, Nawabshah & Larkana.

DIFFERENTIATION:
Differentiation is actually differentiating the market offering to create superior customer value, once a company has chosen a desired position it must take strong strips to deliver and communicate that position to target consumers. The company entire marketing program should support the chosen positioning strategy. Mobilink has differentiation its products by doing different activities as follows Price affordability Hire famous personalities Only company offers package for ladies
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34% shares Airplane roaming Mobilink PCO

MARKETING STRATEGY:
Mobilink is currently working on market oriented strategy. There are two main function on which Mobilink is currently enormously focusing. 1. Cost management. 2. Quality of services. Mobilink has been successfully built a superior relationship with their customers including consumers and corporate. Mobilink is completely focusing on the need and wants of their consumers and providing them all their needs according to their desires.

Especially Mobilink has a largest customer care centre than other service providers. Mobilink has 3 mainly customer service centers, and the difference is showed with the statistics which is given below; 100000 calls per day 20000 customers connected with customer services representative (CSR) 250-300 calls attended by one CSR in 8 hours including break. Mobilink has largest call centers in Pakistan.

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MARKET DRIVEN STRATEGY:


SEGMENTS

VALUE OPPORTUNITIES

CAPABILITIES/SEGMENT MATCH

TARGETS

POSITIONING As Mobilink is still committed with its mission and corporate strategy so Mobilink is still providing every source of means of communication with analyzing the value opportunities and capabilities of itself and its resources based. Being the pioneer in this market first mover in the every technology and every solution which is provided to the consumers is completely research based. Mobilink has initiative, intelligent, cooperative and committed research force which day to day efforts make the Mobilink superior in Pakistani market. Mobilink stumble on the desires of the consumers with the complete research plans. Through: Mobilink calls their high volume users Feed back through customers care centers Feed back through videos Feed back through marketing team After getting feedback from all that sources, higher authorities make an audit on these feed backs, and then they takes a necessary actions to: New product development Product improvement by adding new features

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Now a days Mobilink is working on a bundle package in which they offer a complete SIM and Handset. To launch this scheme or package Mobilink is getting feedback through their all resource. Mobilink is calling their potential and loyal customers and also studying the U-fone and Zong because they have already announced that package.

PRODUCT STRATEGY:
Product Strategy is perhaps the most important function of a company. It must take in account the capabilities in terms of engineering, of production, of distribution (sales) existing in the company or of time to acquire them (by hiring or by mergers). It must evaluate the customers expectations at the time of delivery. It must estimate the competition (including new entrants) probable moves to enter the same market. It is essential that a product strategy in which a firm maintains an even combination of new, growing and mature products and also keeping in mind Product Life Cycle. Mobilink is focusing on quality products not the variety of product under a brand While other cellular service providers are claiming that they are come up with variety of products for the customers. But customer wants the quality not the variety..

MOBILINK WITH COMPETITIVE BRANDS:


Mobilink Jazz indigo U-fone Prepaid postpaid Telenor Djuice persona Warid Zem Zahi CMPak Prepaid postpaid

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PREPAID PACKAGES:
Mobilink Jazz One U-fone Uwon Telenor Talkshawk Har sec. Jazz Budget Youth Package Public Demand Standard Package Value Package 5 ka 15 Talkshawk 30 second Talkshawk Har minute Talkshawk A-1 Djuice Djuice Djuice Jaagtay Raho 8 Aanay 60 sec. 12 Aanay 30 sec. Free Package Warid 1 sec. Zong Aik Second Instafone Insta Xcite

Jazz Easy

Jazz Ladies First Jazz Octane Jazz 1+1

PRICING STRATEGY:
In pricing strategic point of Mobilink is practicing the market skimming strategy not the market penetration strategy, as the other service providers are focusing on the penetration strategies with the lowest rates. But the Mobilink is charging the premium prices on their quality services bases and the highest market share in the Pakistan, and providing the more connectivity than other service providers. What Mobilink says? COMPETITIVE BUT HIGHER THAN OTHERS. Premium prices on quality services (more connectivity) Through Mobilink prices its not means that its only for upper class Mobilink has an every appropriate solutions for the low and middle class as well. Mobilink prices communicate the buyers that the Mobilink have every solution for their customers. Mobilink is providing new to new suitable solutions to retain the customers as well. Mobilink is actually charging these premium prices on the bases of their super/superior brands quality services.
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HIGH PASSIVE STRATEGY


As the Mobilink is quality leader and market leader in telecom of Pakistan, its using the high passive strategy through which it is communicating that the Mobilink is quality leader by providing coverage in 10000+ cities of Pakistan, and the competitors are not near the 50% of Mobilink coverage.

LOW ACTIVE STRATEGIES


All cellular service providers except Mobilink is enthusiastic on low active strategy by positioning their brands on the low rate. This is communicating the customers that they have the lowest call rates than the Mobilink and as well with all competitors.

FUNCTIONAL LEVEL STRATEGY:


SALES AND MARKETING
Differentiation Advantage: Because they target the customer groups they offer tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) solutions to their customers The marketing department immediately identifies and responds to the customer needs Comes up with interesting marketing strategies which include advertising

PROMOTION STRATEGY:
Promotion is the activity when people use them to communicate with others about their product or service and to convince them to use it. Everything you do communicates something about your business. In tourism, this includes a wide variety of activities including brochures, billboards, and newspaper ads. Promotion involves careful planning. When you see or hear effective promotion it is merely the "tip of the iceberg." A great deal of work went into planning the final product. But before talking about the planning process, we need to review the tools of promotion. Though there are a lot of communication objectives of the organizations but as the Mobilink is concerned, Mobilink overall objective of the communication of the brand is to retain the customers that people shouldnt forget about their brand, Mobilink is still alive in the telecommunication sector. Second communication objective of Mobilink is to create awareness that is Mobilink is the largest network in Pakistan.

What Mobilink says? Where the all networks get jammed, the only Mobilink connects you.
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Mobilink is using different promotional mix like; Advertisement Personal selling Sales Promotion Direct Marketing Publicity In advertising Mobilink is communicating there positioning and promotional campaign about their brands. Different objectives are concerns with different promotional mix. In personal selling Mobilink is selling Mobilink indigo, Mobilink PCO, and Blackberry. Although the personal selling is two way communications so the Mobilink is communicating the features and the value added services of the Mobilink. These products actually need information by the customers so the Mobilink is using this personal selling campaign for its products. In sales promotion Mobilink launches different sales promotion through their sales team. These promotions are basically designed for the; Customers Retailers Sales force Management

In the direct marketing segment Mobilink is continuously sending messages to its customers about all new promotion so that customers can get retained towards Mobilink.

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PROMOTIONAL CAMPAIGNS:
JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection and airtime worth Rs. 200 INTERNATIONAL SUMMER PROMOTION: Discounted international tour packages to Srilanka, Malaysia and Maldives JAZZ-AUR-SUNAO, LIFE MEIN JAZZ LAO (a change in the marketing strategy) Indigo packages deliver nationwide cellular freedom at local Call rates Exclusive deals to 6 northern area destination including Chitral, Galliat, Hunza, Kaghan, Skardu and Swat. Roam the World: yearlong promotion including travel to the Holy Land in Ramadan, avail amazing offers at the Dubai Shopping Festival, be a part if the FIFA World Cup in Germany or visit Paris, Milan, London and NY.

JOINT PROMOTIONAL AGREEMENTS WITH VARIOUS ORGANIZATIONS:


JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120 phone set for only Rs. 2750 Jazz member Get Member: Opportunity for customers to become the brands ambassador and at the same time earns Rs. 400 in airtime. The new Jazz customer will also get Rs.100 free airtime. Mobilinks Nokia 9500 offer MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand and the worlds leading car rental company to offer discounted car rental rates (locally as well as internationally) to all Mobilink post-paid customers. Foreigners visiting Pakistan using the Mobilink network for cellular services were able to receive a 20% discount on AvisCar rental Service. Mobilink and UBL launch online bill payment facility for Indigo subscribers MOB- Motorola V3 launch Mobilink CITIBANK Joint Promotion (free INDIGO and Call n Control connections to all Citibank Credit Card members) Handset Kiosk inside Mobilink Service Center: a hand-set Kiosk set up at Mobilink service center at Awami Markaz, Karachi. The kiosk was set up in collaboration with Mobile Zone. It gave customers the added convenience of purchasing quality hand sets of leading manufacturers such as Nokia, Samsung or Sony Ericson right from Mobilink Service Center. On every purchase the customers would get some free gifts to add more value to their purchase.

BUSINESS LEVEL STRATEGY:


As their business level strategy it has focused on Differentiation strategy ever since it started. Mobilink has always made successful attempts to distinguish their products or services from other in the industry. They make their product unique through.

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ADVERTISING
Highly creative people in the marketing department. Billboards, TV commercials, bringing in famous personalities from media to endorse their packages.

DISTINCTIVE PRODUCT FEATURES:


Value added services Online billing GPRS enabled Mobilink also started 3 friend and family number with a charge of 2.25/min still expensive as compared to Warid but giving incentive to subscriber there is an additional cost of RS 25 to add friends and family number. International roaming: Bilateral roaming agreements signed with 100 countries around the world to have true roaming service operational in 151 operators of the world.

EXCEPTIONAL SERVICE:
There are certain areas of Pakistan where PTCL connections are not available; the PTCL cables have not reached yet, but Mobilink has its service in those areas. Providing services in 413 cities Best customer service in the cellular market: Biggest Call Center in Pakistan, which is there to assist the customers 24 hours. Only cellular service in Pakistan to provide coverage on the M2 motorway.

DISTRIBUTION STRATEGY:
The channel of distribution is a network of value-chain organizations performing functions that connect goods and services with end-users. The telecommunication sector includes two type of distribution sources like; OTHAIR Tech (On The AIR Technology) Physical All telecommunication service providers are using both distribution strategies. Through OTHAIR Tech they are distributing their easy loads to their customers mobiles. There may be the different useful aspects of the OTHAIR Tech the organization is distributing its promotional campaign of different value added services and packages or maybe it is useful to position their brands with desired aspects. Mobilink and all other telecom service providers are using the both conventional and vertical marketing systems through which they ensure that their products are convenient to their customers.

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MOBILINK PHYSICAL DISTRIBUTION PROCESS

Products (scratch cards, SIMs, Jazz Load, Mobilink PCO, Blackberry) are first moved from manufacturer to the Mobilink warehouses and then distributed to their regional franchises and then these products are supplied to market retailers through Mobilink efficient team. OTHAIR Tech is used to distribute load, this technology is used by all service providers with their different names which are listed below. MOBILINK TELENOR ZONG U-FONE Jazz Load Easy Load Mini Load Top-up

RECOMMENDATIONS:
Mobilink follows a differentiation strategy. If it wants to grow in this market and rise above its competitors, it should also follow low cost strategy through it can reach to more people and comfortably increase its market share. Mobilink has been fined twice by Pakistan telecommunication Authority over its bad service. It must try and emphasize on providing better services to its customers instead on concentrating only on expansion.
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Mobilink should revise its distribution channel in Pakistan. Different package cards are available at variable prices across the country. There is no consistency in process across the country. It should devise some strategy to deal with this trouble. Further it does not have any promotional offerings that would attract customers. For example, in the previous year, Ufone offered free connections to the masses and Telenor had offered SMS service within its Network in summer 2005. If such measures were implemented, they would increase its brand name and add value to the organization.

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