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2014

Services Marketing Analysis of


PTCL

Rabia Shaheen Khan


Services Marketing
Roll No. : MBA 2051156

National College of Business Administration & Economics (NCBA&E)

Contents
.............................................................................................................................................0
The services marketing mix........................................................................................................3
The Services Marketing Mix of PTCL.......................................................................................3
Home and Personal Services...................................................................................................3
International Business Services..............................................................................................4
Wholesale Services.................................................................................................................5
Business Services....................................................................................................................5
Telecom Operators..................................................................................................................6
ORGANIZATIONAL INTRODUCTION..................................................................................6
Introduction & Historical Background of PTCL....................................................................6
Vision......................................................................................................................................7
Mission....................................................................................................................................7
Core Values.............................................................................................................................8
Company Profile.....................................................................................................................8
Business & Corporate Users:..................................................................................................8
Other business specific services include:................................................................................8
Nationwide Infrastructure:......................................................................................................9
National Long-haul Core Network:........................................................................................9
Carriers Services.....................................................................................................................9
White Label Services:.............................................................................................................9
Broadband Pakistan:.............................................................................................................10
IPTV Service (Smart TV):....................................................................................................10
Pak Internet Exchange:.........................................................................................................11
V-fone:...................................................................................................................................11
International Network...........................................................................................................11
SMW-4 Submarine Cable System:.......................................................................................12
People....................................................................................................................................12
Physical evidence..................................................................................................................12
Process..................................................................................................................................13
The differential advantage and branding of PTCL...............................................................13
Marketing strategy....................................................................................................................15
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SERVICES BY MULTIMEDIA AND BROADBAND DEPARTMENT................................16
Services Nationwide.............................................................................................................16
Broadband Pakistan..............................................................................................................16
Features.................................................................................................................................16
Highlights:.............................................................................................................................17
Broadband Entertainment Portal (PTCL BUZZ)..................................................................17
Smart TV...............................................................................................................................19
Features and Benefits of Smart TV....................................................................................19
EVO Wireless Broadband.....................................................................................................20
E-Learning Portal..................................................................................................................23
Current Situation of PTCL- SWOT analysis.............................................................................24
Setting objectives..................................................................................................................24
Plan action.............................................................................................................................24
Implementing strategy..........................................................................................................25
Reviewing strategy at PTCL.....................................................................................................25
FINDINGS AND RECOMMENDATIONS.............................................................................26
Findings.................................................................................................................................26
Recommendations.................................................................................................................27
BIBLIOGRAPHY.....................................................................................................................28

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THE SERVICES MARKETING MIX


This project discusses the special issues concerning the marketing of services. Cowell states
that what is significant about services are the relative dominance of intangible attributes in the
make-up of the service product. Services are a special kind of product. They may require
special understanding and special marketing efforts.
The essential elements of services marketing mix are following:
1- Product
2- Promotion
3- Price
4- Place
5- People
6- Physical evidence
7- Process
All seven are named as the 7Ps marketing mix. The addition of 3-Ps which are People,
Physical Evidence and Process into the 4-Ps of Marketing i.e. Product, Promotion, Price and
Place, are extended due to the high degree of direct contact between the CE providers and the
customers, the highly visible nature of the service process, and the simultaneity of the
production and consumption. While it is possible to discuss people, physical evidence and
process within the original-Ps framework (for example people can be considered part of the
product offering) the extension allows a more thorough analysis of the marketing ingredients
necessary for successful services marketing.

THE SERVICES MARKETING MIX OF PTCL


The services marketing mix of PTCL is presented below:
Home and Personal Services
1- Broadband
2- EVO 3G Wireless Broadband
3- Smart TV
4- EVO Wingle 9.3Mbps
5- Landline
6- 3G EVO Tab
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7- EVO 3G Nitro 9.3
8- Vfone
International Business Services
1. Voice Product and Services
a. Pakistan Termination
b. Wholesale Services
c. IDD
d. Integrated Services Digital Network (ISDN)
e. Home Country Direct
f. International Toll Free Service and Universal International Free Number
g. Telepresence
h. International Roaming Services
i. Calling Cards
2. Data Product & Services
a. International Private Leased Circuits (IPLC)
b. MPLS/International VPN
c. IP Transit
d. Satellite and Radio Solutions
3. Point of Presence
a. Amsterdam
b. Singapore
c. London (Voice and Data)
4. OSS Partners
a. SingTel
b. TM
c. ETISALAT
d. TATA
e. BATELCO
f. PCCW
g. BT
h. Verizon
i. OTE
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5. Transmission Network
a. South East Asia, Middle East & Western Europ 3
b. South East Asia, Middle East & Western Europe 4
c. India Middle, East Western Europe
Wholesale Services
1. Calling Cards & LDI
2. Payphones
3. Network Capacity Services
4. Broadband
Business Services
1. Business Connectivity
a. PTCL Enterprise DSL
b. VSAT (Skylink)
c. ISDN (PRI)/BRI
d. IP-Connect
e. DXX
f. IPLC
g. Leased Plus
h. Business DSL
i. Business VPN
j. DRS
k. 3g Connect
2. Business Communication
a. Corporate SMS
b. SIP Trunk
c. Audi Conferencing
d. Personal Collaborator
e. Video Conferencing
f. Toll Free Number
g. Universal Access Number
3. Managed Services
a. Business-in-Box
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b. Managed WAN
c. Managed Services
d. NOC
e. TelePresence
4. PTCL Cloud
a. PTCL Cloud
5. Hosted Solutions
a. Data Centers
b. Unified Communications
c. Webhosting
6. Business Security
a. i-Security
PTCL partners with the following telecom operators:
Telecom Operators
1. Leased Circuits (IPLC/DPLC)
2. Intenational IP Services
3. PTCL Metro Fiber Network
4. Interconnection Services
5. Wavelength Services

ORGANIZATIONAL INTRODUCTION
Introduction & Historical Background of PTCL
PTCL is largest telecommunication company of Pakistan. It has reached its service to almost
every part of the country. (PTCL) is proud to be Pakistans most reliable and largest
converged services carrier providing all telecommunications services from basic voice
telephony to data, internet, video-conferencing and carrier services to consumers and
businesses all over the country with more the 2000 exchanges all providing at least the fixed
line network and the Dialup internet service.
Whether it is an office in the largest city of Pakistan or a home in a small village, PTCL is
present in every corner of Pakistan to serve its customers providing several services.
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Some of its services are named below:


Broadband
IPTV
EVO Wireless
Dialup Internet
Telephone
PTCL is established since 1947 by establishing Posts and Telegraphs Department,
proceeding to establishing Pakistan Telegraph and Telephone Department in 1961, then in
1990-91, it went to become Pakistan Telecom Corporation, after which in 1996, PTCL
became listed in all stock exchanges of Pakistan, further in 1998, its subsidiaries of Mobile
Services, and Internet Services started on the name of Ufone and PakNet, coming to the
year 2000, it Finalized its Telecom Policy. It also announced in year 2003, the Telecom
Deregulation Policy, finally in 2006, Etisalat (The Telecom Company of United Arab
Emirates) took over its Management and it is still holding the status of backbone for
country's telecommunication infrastructure despite arrival of a dozen other telecoms
including telecom giants like Telenor, China Mobile, Wateen Telecom, and others.
Vision
To be the leading Information and Communication Technology Service Provider in the
region by achieving customer satisfaction and maximizing shareholders' value'.
The future is unfolding around us. In times to come, we will be the link that allows global
communication. We are striving towards mobilizing the world for the future. By becoming
partners in innovation, we are ready to shape a future that offers telecom services that
bring us closer.
Mission
To achieve our vision by having:
An organizational environment that fosters professionalism, motivation and quality
An environment that is cost effective and quality conscious
Services that are based on the most optimum technology
"Quality" and "Time" conscious customer service
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Sustained growth in earnings and profitability
Core Values
Professional Integrity
Customer Satisfaction
Teamwork
Company Loyalty

Company Profile
PTCL is all set to redefine the established boundaries of the telecommunication market and is
shifting the productivity frontier to new heights. Today, for millions of people, we demand
instant access to new products and ideas. More importantly we want them for their better
living standards with increased values in this ever-shrinking globe of ours. We are setting free
the spirit of innovation.
PTCL is going to be your first choice in the future as well, just as it has been over the past six
decades.
Business & Corporate Users:
For clear communication the first choice of business circles is PTCL telephone for local,
nationwide and international calling. Today businesses can have 10-100 lines with modern
day services to meet their needs. Now you get options like Caller-ID, call-forwarding,
call-waiting, Call Barring, to name a few.
Other business specific services include:
0800-Toll free number, 0900-Preminum rate services, VPN-Virtual Private Network,
Audio Conference Service, Digital Cross Connect (DXX), ISDN (Policy), Teleplus
(ISDN/BRI), Digital Phone Facilities/ Modification Charges, UAN, UIN.
Nationwide Infrastructure:
We have the largest Copper infrastructure spread over every city, town and village of
Pakistan with over million installed lines.
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The network has over 0.5 million POTS ports with more than 250,000 Broadband ports in
13 major cities.
National Long-haul Core Network:
We have over 10,400 km fully redundant, fiber optics DWDM backbone network. It
connects over 840 cities and towns with 270G bandwidth.
Carriers Services
As carriers-carrier, we provide the core infrastructure services to the cellular, LDIs,
Local

Loop

operators,

ISPs,

Call

Centers

and

payphone

operators.

We provide all carrier services, right from inter-connects and telehousing to DPLC and
IPLC connectivity. Our interconnect services are provided from our 3200 exchange
locations that connect your carriers networks domestically, in addition to providing
IPLC bandwidths to connect you internationally through our four international gateways
and SEA-ME-WE3 and SEA-ME-WE4 international submarine, also IMWE submarine
cable will be added by the end of the year.
Furthermore to provide connectivity to operators in the extreme remote areas of the
country,

PTCL launched

its

state

of

the

art

satellite

service

(Skylink).

PTCL satellite service (Skylink) is provided using the Intelsat Satellite System, an
undisputed leader in satellite communications.
White Label Services:
PTCL customers can now provide uninterrupted services to their clients without
undertaking large scale investment in infrastructure or developing expertise in their own
network.
PTCL White Label Services are focused on speed and simplicity at minimal capex. This
will enable our customer to offer their own branded WLL, DSL etc to customers
nationally, together with an array of key support services.

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Broadband Pakistan:
PTCL Broadband is the largest and the fastest growing Broadband service in Pakistan.
In less than two years of it launch, PTCL has acquired over 150,000 Broadband
customers in over 150 cities and towns across Pakistan, leading the proliferation and
awareness of Broadband services across Pakistan.
With its entry in this market segment, PTCL opened up a broadband culture in Pakistan,
where till a couple of years back there was very little awareness in the country about
broadband & high speed internet services. PTCL made the broadband technology
affordable by lowering the barriers to entry, by geographically bringing the service
within the reach of a common user across Pakistan and by continuous improvements in
customer care for the service.
Unique offers that makes PTCLs Broadband unmatchable are special packages for the
student segment, FREE modem and installation, FREE dial up service for its Broadband
customers and FREE access to movies, music, classical Pakistani dramas, cricket
matches, gaming, educational and religious content on PTCLs entertainment portal
BUZZ, (made exclusive only to PTCL Broadband subscribers). PTCL also offers
multiple FREE personalized e-mail accounts exclusively to its broadband users. In
addition, PTCL recently doubled its broadband speed for all its existing and new
customers at the same price, making 1 MB as its minimum offered speed.
For a connection you simply dial 0800 8 0800 or visit www.ptcl.com.pk
IPTV Service (Smart TV):
Using its state of the art Broadband network, PTCL entered the media sector on 14th
August 2008, by launching a digital interactive television service for the first time in
Pakistan. Employing the IPTV (Internet Protocol TV) technology, PTCL brought
Pakistan in the list of a few countries across the globe that offer this state of the art
interactive TV service to its subscribers.
Branded under PTCL Smart Line, the service includes Interactive Television,
Broadband and voice telephony all at the same time on PTCLs telephone line. Besides
offering the highest digital quality TV picture, the most revolutionary section of this
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offering is the ability to rewind and pause live TV channels, the ability to block /
unblock any TV channel for parental lock and the ability to search through video on
demand content. Currently PTCL Smart TV offers its viewers over hundred live
channels and over 350 local and international Movie titles on Demand. The service for
now is available in four cities Karachi, Lahore and Rawalpindi Islamabad however is
planned to be expanded to all the major cities and towns across Pakistan during the year
2009.
Pak Internet Exchange:
It is the only IP enabled network with 40 (number increase) point-of-presences (POP) in
26 cities. The existing 16G active bandwidth is used for internet, data, video and videoconferencing services and for voice of LDI. All PTCL Broadband users, narrow band
users, corporates, mobile operators, and ISP are connected to this network.
V-fone:
PTCL also continues to be the largest CDMA operator in the country with
approximately 1.25 million V-fone customers.
It offers fixed wireless telephone for your homes & business. With CDMA2000 1X
technology, ours is the largest WLL network with a capacity of 2.6M, covering over
10,000 urban & rural areas. The network is already enabled for Voice, Dialup-Internet
access (153.6kbps) and EVDO Broadband.
V-fone can be bought from our franchises or by dialing 1236 and it will be delivered
within 48-72 hours.
International Network
SEAMEWE-3 Submarine Cable System:
PTCL is a member of SEAMEWE 3 Cable Consortium with its Cable Landing
Station at Karachi. SMW-3 cable connects 39 cable landing stations in 33 countries
and four continents. SMW-3 is the longest system of the world with a total length of
39,000 Km.
SMW-4 Submarine Cable System:
SMW-4 is a relatively new submarine cable system (inaugurated in December 2005)
and links 14 countries with 16 landing stations across Europe, Middle East and Asia.
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The system is using Terabit DWDM technology to achieve. The link between any
two destinations is STM-1. SMW-4 is designed for relatively higher traffic volumes.
I ME WE cable details and Status with Map:
IMEWE Submarine Cable is a Tera bit capacity submarine cable system connecting
India to Western Europe through Middle East. The Cable system is 13,000 km long
with 10 landing points in 8 countries.
Therefore to analyse the services marketing mix of PTCL the following 7Ps of PTCL are
discussed in detail.
People
Because of the simultaneity of production and consumption in services the CE staff occupies
the key position in influencing customers perceptions of product quality. In fact the service
quality is inseparable from the quality of service provider. An important marketing task is to
set standards to improve quality of services provided by employees and monitor their
performance in PTCL. Without training and control employees tend to be variable in their
performance leading to variable service quality. Training is crucial so that employees of PTCL
could understand the appropriate forms of behaviour and trainees adopt the best practises of
the andragogy.
Physical evidence
Physical evidence is the environment in which the service is delivered and any tangible goods
that facilitate the performance and communication of the service f PTCL. Customers look for
clues to the likely quality of a service also by inspecting the tangible evidence. For example,
prospective customers may look to the design of learning materials, the appearance of
facilities, staff, etc.
Process
Process means procedures, mechanism and flow of activities by which a service is acquired.
Process decisions radically affect how a service is delivered to the customers of PTCL. The
service in PTCL includes several processes e.g. first contact with customers, administrative
procedure regarding course delivery, preparation, delivery and evaluation of the courses. The
following guidelines are the SOPs of PTCL service management:
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ensure that marketing happens at all levels from the marketing department to where
the service is provided

consider introducing flexibility in providing the service; when feasible customize the
service to the needs of customers

recruit high quality staff treat them well and communicate clearly to them: their
attitudes and behavior are the key to service quality and differentiations

attempt to market to existing customers to increase their use of the service, or to take
up new service products

sep up a quick response facility to customer problems and complaints

employ new technology to provide better services at lower costs

use branding to clearly differentiate service offering from the competition in the minds
of target customers

The differential advantage and branding of PTCL


Only few products are unique. Often the challenge lays in finding a way to differentiate your
products from a rivals near-identical offerings. The basic question says: How can I get an
advantage over the competition?
When your products are better than those of your competitors, and when customers recognize
this superiority, you have a real advantage. PTCL is in this position, because they have
monopoly in Pakistan. Most other organizations find that there is a little or nothing to
distinguish their own products from competitors. To gain competitive advantage, uncover not
just differences but also attributes that customers value. PTCL makes sure that the differences
are meaningful to customers, so that PTCL products are preferable to the others available.
Often it is the little things that count. Customers may choose your product over a competitors
identical product because they prefer your lecturers or because you give them coffee while
delivery of the courses. Pay attention to details that could make a difference. A genuine
customer-centric approach will differentiate you from competitors. Show your commitment to
customers and ensure that staffs are emphatic. Review company systems and processes to
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make them more customers focused s PTCL updated their services recently after they joined
hands with Etisalat.
Strong, well-known products provide companies with a real competitive advantage. Use the
power of branding to imbue your products with personality and meaning, ensuring they
achieve a prominent position in the marketplace.
The right name helps to sell products and service. It bestows individuality and personality,
enabling customers to identify with your offerings and to get to know them. It makes products
and services tangible and real. PTCL has chosen a name that enhance PTCL image and that
are appropriate for the products and its positioning in the marketplace.
PTCL also establishes trust in brand and customers to increase customer loyalty.
Branding means developing unique attributes so that your products are instantly recognisable,
memorable, and evoke positive association. Some brands have a solid and reliable personality,
others are youthful and fun. PTCL has has chosen company and product name, corporate
colours, logo, design and promotional activity to help convey a personality and build a brand.
Customers should be able to look at one of your products and assimilate all that you stand for
in a second by recalling the brand values. But remember: A strong brand is not a substitute
for quality but an enhancement to it.
The service attributes at PTCL are friendless, creativity, courtesy, helpfulness and knowledge
ability.
The creation of a corporate identity is a vital element of branding. Present an integrated,
strong, instantly recognisable, individual image that is regarded in a positive way by your
customers, and seize every opportunity to strengthen your corporate identity. It is important to
maintain corporate identity consistently by issuing written guidelines for staff.

MARKETING STRATEGY
A strategy gives business a defined route to follow and a clear destination. Build a marketing
strategy and you will ensure that marketing is a long-term way of working, not a one-off
activity.
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The marketing strategy of PTCL provides the organisation with shared vision of the future.
All too often, an organisation will perform a marketing task, such a direct mail shot, then sit
back and see what happens. A strategic approach will ensure that you maximise returns on
your marketing spending and boost the profits of PTCL.
Strategic marketing manager

has a clear picture of the future

anticipates changes in the market

works towards clear long/term goals

Non-strategic marketing manager

lives day to day without planning

reacts to changes in the market

has only short-term objectives

During the creating of the marketing strategy the marketing manager should proceed as
follows:
1. create the team
2. review current situation
3. set objectives
4. plan action
5. implement strategy
6. review strategy

SERVICES BY MULTIMEDIA AND BROADBAND DEPARTMENT


Multimedia and Broadband department of the PTCL offers some services, which are
discussed below:
Services Nationwide
At National Level it provides its customers with the following services.

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Broadband Pakistan
(Pakistan Telecommunication Company Limited, p.
http://www.ptcl.com.pk/contentp.php?
NID=190)

PTCL is now the leader in consumer broadband in Pakistan, leading the country into 21st
century.
Experience the Internet at its fastest with high-speed access from Broadband Pakistan,
simultaneously, enjoy Voice service over the same telephone line without any extra cabling
connections! Broadband Pakistan offers DSL service with unmatched reliability,
affordability and connectivity.
Features
Cost effective Always On Internet access
High speed data download
Unlimited download
Free Modem
Free Installation
Convenient ordering on phone and web
No upfront charges

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Free E-mail and anti spam service for Broadband Subscriber
Pakistan oldest and largest IP service provider brings you a mark of association.
Where every PTCL Broadband Connection get a free Personalized e-mail ID for life and
enjoy the most reliable, spam free service.
Highlights:
PTCL broadband customers will get a free for life personalized e-mail account
with 50mb of space.
Broadband keeps you connected to high speed internet all the time.
Economical packages for students
Special packages for corporate and individuals
Access to free movies, music, classical Pakistan plays, famous cricket matches,
educational and religious contents exclusively for PTCL broadband customers.
PTCL achieving the important milestone of taking broadband into over 167
cities/towns across Pakistan
Broadband Entertainment Portal (PTCL BUZZ)

Now PTCL offers Pakistan's First Entertainment Portal completely free for its DSL
Customers. Experience true broadband entertainment, listen or download melodies,
songs, watch classic movies, Cricket Matches, PTV Plays, Online learning, Gaming,
listen to religious Naats and lots of fun.
Now your DSL connection is much more than just speed, it is entertainment and fun!

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PTCL BUZZ is an entertainment portal which is FREE & EXCLUSIVELY
AVAILABLE only for PTCL broadband users. PTCL Buzz has a huge library of content
including the best of English and Urdu movies, dramas, Sports, Live radio, Religious
programmes and over 10,000 songs to choose from.

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Smart TV
(Pakistan Telecommunication Company Limited, p.
http://www.ptcl.com.pk/aboutusc.php?
NID=145)
Launched for the first time in Pakistan using the flexible Internet Protocol (IP) technology,
PTCLs Smart TV is service which allows customer to be more interactive and more in
control with their TV service as compared to conventional TV broadcast or cable TV. Smart
TV delivers television programs to households via broadband connection and requires a
subscription, a set-top box, and offers key advantages over existing cable TV. You will now
be able to:
Playback / Rewind live TV channels at any time
Parental Lock facility on any channel
Search and select favorite programs by using Electronic Program Guide. Viewers
have full control over functionality such as rewind, fast-forward, pause, and so on.
Watch DVD quality movies on demand from our library of over 500 titles.
Watch 100 plus digital quality TV channels.
Features and Benefits of Smart TV
Smart TV provides advanced features and services that are not possible with traditional
broadcast television systems. These advanced features include Time Shift Television
(TSTV), Parental Control, Electronic Program Guide (EPG), Global Television
Channels, Video on Demand (VoD), Near Video on Demand (NVoD) and many more
interactive features.

Time Shift Television (TSTV)


Time Shift Television is an exciting feature that allows viewers to playback live TV
channels at any time they want. So when the viewer misses an important part of a
movie, a play or a sporting event, he can view it by rewinding that particular
channel (displaying the symbol

), watching the missed part and then coming

back to live action. This function will be available to the TV viewers for the first
time in Pakistan and only through the PTCL Smart TV service.

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Parental Control
This feature enables parents to restrict certain channels which are not suitable for
juvenile viewing. Restriction is enabled by assigning a password to particular
channel(s) thus empowering parents to control the content their children can watch.
EPG (Electronic Program Guide)
Electronic Program Guide (EPG) is an extremely responsive and feature-rich
application that manages viewer interaction during channel and program selection. It
is an on-screen guide to schedule broadcast television programs, allowing viewers to
navigate, select, and discover content by time, title, channel, genre, etc, by use of
their remote control. It also provides access to billing details, changing password and
managing favorites.
VOD (Video On Demand)
Video on Demand is a service that provides end users to interactively request and
receive videos. VOD permits a customer to select a program from a catalogue using
EPG (Electronic Program Guide). The play out of the selected movie starts nearly
instantaneously on the customer's TV. A film that is chosen, for example, will be
available for multiple viewing during 24 hours without any extra charge.
NVOD (Near Video On Demand)
NVOD is another exciting feature working like a community TV Channel. A number
of channels are allocated for NVOD. Popular or recently released movies and
programs are played on NVOD channels and are available to all Smart TV viewers.
Difference between VOD & NVOD is that VOD is a personalized service catering
only to individual needs, on payment whereas NVOD is like community cinema
available to all Smart TV customers at no extra cost. In case of NVOD channels,
customer feedback plays a pivotal role in content selection.
EVO Wireless Broadband
(Pakistan Telecommunication Company Limited, p.
http://ptcl.com.pk/contentb.php?NID=199)
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Experience the evolution of the broadband revolution with PTCL Evo - the ultimate solution
for high speed internet access on the move. Just plug and play or work at home, in the office
or anywhere in between. Theres no end to your imagination nor to what you can do with
Evo.
Superior 3G experience.
Broadband Internet in your pocket
Unlimited downloads!
EV-DO Roaming in Karachi, Lahore & Islamabad/Rawalpindi - Nationwide
Roaming through automatic switch over to 1 X in non EVDO Coverage areas.
Average download speeds from 300 kbps to 500 kbps!
Access rich media applications like live video streaming, web casts, online games
and a host of other applications.
USB Interface - Compatible with Desktops & Laptops.
Plug & Play - Instant Connectivity
Features
Enhanced 3G network technology for faster downloads and browsing.
Mobility/ Portability: Internet on the go - whenever and wherever
High speed internet experience: Supports entertainment services such as music,
video streaming, images/ videos/ files sharing etc.
Simplicity: Faster deployment, easy to move
Provides superior Value and Quality of service through Reliable, Secure, Highavailability network
Supported OS: Windows 2000 / XP / Vista/Mac OS.
Benefits
Never Before Speed:
With PTCL Evo Wireless Broadbands 3G network technology you now have access
to internet at super fast speeds using the new USB Modem & PCMICA card.
Internet on the Go:
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You now have the convenience of being able to access PTCL Evo Wireless Broadband
from wherever you are.
Plug and Play:
All you now need to do is just plug the USB Modem/PCMICA into your Laptop /
Desktop PC and you are ready to access a whole new world of high-speed internet
connectivity.
Unlimited Downloads:
With Evo Wireless Broadband you get Unlimited Downloads! There is no limit to the
amount of data you can download or upload. Since there is no limit to your
imagination so why should there be any limit to what you can do with Evo!
Hassel free/Wireless:
With Evo sleek and stylish devices, you are now completely free from wires.
USB Interface:
With the USB port interface you can now simply plug the USB Modem device into
either a Laptop or your Desktop PC and get ready to access high-speed internet
connectivity.
Multifunctional Device:
The device also supports your Laptop / Desktop PC earphone and microphone. By
inserting a Vfone RUIM you can use your Evo device to make/receive voice calls or
send/receive SMS.

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E-Learning Portal
(Pakistan Telecommunication Company Limited, Oct-Dec 2008, p.
15)
E-Learning is a comprehensive easy-learning program that delivers more than 1500
affordable, certification-level IT, desktop and professional development courses through the
internet. Allowing you to learn anytime, anywhere for a fraction of the cost of class-based
training. EasyLearning courses not only provide you with new skills that improve your
prospects in life, but also give you free access to hundreds of work opportunities posted by
businesses worldwide on their free website, Serebra Connect. You can start earning income
from your skills immediately after graduating. The more skills you have, the better the
opportunities you will get.

To promote and introduce this valuable service, PTCL teams have conducted free
distribution of Easy Learning Cards to Educational Institutes, to corporate clients,
Broadband and Vfone customers. EasyLearning will not only fulfill the Corporate Social
Responsibility for PTCL but will literally promote other services and products of PTCL like
Broadband, Vfone etc.

23
Roll # MBA2051156

National College of Business Administration & Economics (NCBA&E)

CURRENT SITUATION OF PTCL- SWOT ANALYSIS

SWOT (Strengths, Weaknesses, Opportunities and Threats)

Analysis of these four factors provides information on how to shape the marketing strategy of
PTCL. Devise objectives aimed at strengthening weak areas, exploiting strengths, seizing
opportunities, and anticipating threats faced by PTCL.
Setting objectives
PTCL draws up objectives carefully, because the entire marketing strategy will be structured
around them, and PTCL ensures that they are measurable so that PTCL can evaluate their
success.
Short-term objective can be staging posts on the way towards fulfilling long-term goals.
Analyse your situation and then ask: What if we do nothing? Will products become out of
date? Will your competitors grow more powerful? Spend time asking what if? to help you
realize the effects of not keeping up with customer needs and competitor activities. It can
serve to spur action.
If you have devised a set of objectives around which to build your marketing strategy, seek
agreement for them across the organisation. Marketing is a discipline that cuts through many
departmental boundaries. Marketing activity will have a knock-on effect in various parts of
the operation so, for it to be effective, you will need the support of colleagues. Ensure they
understand the need for these objectives and the impact they may have on their work.
Plan action
PTCL plan action investigates constraints, such as time and money, and then creates a
timetable of activity to develop a working marketing plan.
The activities on your marketing timetable should be manageable and workable. The costs of
not undertaking certain marketing activities, both in missed opportunities and the effect on
your reputation, should be taken into consideration.
Look at your marketing ideas and work out the costs of each. Remember that marketing
involves meeting customer need at a profit. To be justified, marketing activity should have a
positive impact on the balance sheet. Examine not only the costs but also the benefit. An
advertising company may cost a lot of money, but if it reaps profit amounting to several times
its costs, is it cheap.

24
Roll # MBA2051156

National College of Business Administration & Economics (NCBA&E)

Implementing strategy
PTCL invests considerable effort in developing a strategy but enthusiasm and energy wane
when it comes to implementation. PTCL ensures that marketing strategy is put into the action,
not let to gather dust on a shelf. Managers at PTCL assign each task or activity due for
implementation within 12 months to a named person.

REVIEWING STRATEGY AT PTCL


The world is not static. Things within PTCL and the market are likely to change over the time.
If they do PTCL redefines the objectives. Managers at PTCL review ythe objectives sixmonthly or annually to check that PTCL is still on track.
Answering the following questions helps PTCL to evaluate the success of the marketing
strategy:
1. Profits increased since the strategy was implemented?
2. Increase in PTCL customer base?
3. Greater number of orders, or larger individual orders?
4. Product/service enquiries risen?
5. Has awareness of PTCL and its services has increased?

25
Roll # MBA2051156

National College of Business Administration & Economics (NCBA&E)

FINDINGS AND RECOMMENDATIONS


After the detailed analysis of 7Ps of PTCL including product, promotion, price, place, people,
physical evidence and processes its been concluded that PTCL has a strategic marketing mix.
Also PTCL focuses on becoming the top telecom service provider of Pakistan. Due to the
monopoly in telecommunication the company has a competitive advantage over its
competitors.
In this chapter, I am going to discuss the findings and my view of recommendations which I
faced and thought during the internship. These findings and recommendations will help the
organization to serve the customers in a more better way and will enhance their capabilities of
performing earning at the area of Bannu and they will get the high value then those upcoming
competitors of it.
Findings
Below are some of the observations which I did during my internship duration. I mention it
here for the purpose to enhance the capabilities of the organization of my Area if these are
considered by the managers. They will also have an edge on the upcoming competitors of
them and will not let them loose their potential customers.
1. No proper support from the top managers.
2. The employees were not trained enough and were not having enough knowledge about
the work they were performing.
3. Less educated staff reduces the performance growth of the department in general and
of the organization as a whole.
4. No 24/7 local support available.
5. No full co-ordination with the other departments.
6. No proper procedure of installing new connections due to which the complaints
increase and also some customers loose their confidence in the Broadband
connections.

26
Roll # MBA2051156

National College of Business Administration & Economics (NCBA&E)


7. Internees were performing all the travel to the customers, advertising, and marketing
expenses by their own hence making them less effective to the organization.
Recommendations
Below are the recommendations which I found about the organization during my stay with
them for the purpose of internship. If these recommendations are acted upon, the organization
will be in a high profit then it is going now and high number of customers will be attracted to
them.
1. There should be a proper flow of communication between top and low level mangers.
2. The employees should be sent for the national level training camps so that they can
serve the customers in a better way.
3. There should be appointed a well-educated staff for the better growth of the
organization.
4. Some setup for the 24/7 support should be made for the local peoples.
5. Some techniques should be developed by the top level managers to start proper coordination among the different departments.
6. There should be a proper procedure of installing new connections to the new
customers of Broadband. Like Line testing, etc.
7. There should be some allowance for the internees for the assigned work so that the
organization and the internees both get benefits.

27
Roll # MBA2051156

National College of Business Administration & Economics (NCBA&E)

BIBLIOGRAPHY
1
2
3
4

Pakistan Telecommunication Company Limited. (n.d.). PTCL. Retrieved from PTCL


Website: http://www.ptcl.com.pk
Pakistan Telecommunication Company Limited. (2009). Specialized Module Access
Network (DSL & IPTV). Telecom Staff College Haripur.
Pakistan Telecommunication Company Limited. (Oct-Dec 2008). TeleNEWS.
Sajjad Imtiaz. (2008-09). Internship Report on PTCL. Internship Report, Islamabad.

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Roll # MBA2051156