1- PRODUCT & SERVICES

Pakistan Telecommunication Company Limited not only Provides Conventional telephone facilities, it
also offers optical fiber services to the private sector. We will briefly discuss below the product lines
being offered by the PTCL. Basically PTCL divide their services into two parts.

1. Services for consumers

2. Services for corporate customers

1- SERVICES FOR CONSUMERS

These services are basically for the common users (Individual/home users) those use telephone in their
home/work place and they are basically non business users.

a) NEW TELEPHONE CONNECTIONS:

As mentioned earlier, PTCL is presently the only telecom company, who provided fixed-line telephony in
the country. So whenever, any Private business concern or any individual needs a new telephone
connection for provision of telephone service.

b) VALUE ADDED SERVICES:

 CLI (Caller’s Line Identification)

Caller Line Identification (CLI): Calling line Identification (CLI) allow customers to identify the
caller before picking up the phone receiver. To subscribe to CLI services, a customer needs a telephone
set with display capability or a CLI device attached to the phone.

 PREPAID CALLING CARDS:

PTCL calling card is the most popular choice of millions of customers all over the country. It is now
available with balance transfer facility and follow on call facility.

 Comes in easily affordable denominations of Rs. 100, 250, 500, 1000 and 2000.
 Easily available throughout the country
 Easy to use from any PTCL digital phone (Dial 1010)
 Fast and easy, nationwide and international access
 No line rent and no Phone bills
 24 hours’ customer services through toll free number (0800-80800)

E-BILL PAYMENT

Billing system is a part of customer services so providing connivance to its valuablecustomers PTCL
launched a new billing service which is available through “ PTCLCalling Card” This is another service from
PTCL. This service is basically providing billing solutions for the users.

DIGITAL FACILITIES:

PTCL offers a variety of features to digital exchange customers like: -

 Hotline
 Abbreviated Dialing.
 Call Waiting
 Don’t Disturb
 Call Transfer on (a) Busy (b) No Reply (c) Immediate
  Wake up call
 Absent Subscriber
 Code Barring

PREPAYMENT TELEPHONY SERVICES (PPT)

With the changing trends most telecoms are diversifying their services towards Prepaid solutions .one of
such modern era telecommunication service is Prepayment Tele Phone(PPT). It provides the facility to
subscriber to load a prepayment Telephony card against their telephone number thereby generating an
account on I/N platform and any call made from that telephone will be charged to this account. The
service will provide state of art technological facilities to the subscribers.

2- SERVICES FOR CORPORATE CUSTOMERS

PTCL is striving hard to facilitate its valued corporate customers at each level of service. PTCL offers a
host of unmatched services to suit the needs of the Corporate Customers. The list of Corporate Services
is given as under. For more information regarding any of the following services, PTCL Corporate
Customer Centers can be contacted.

VOICE MESSAGING SERVICE: (VMS)

With PTCL Messaging Service, you can have all for (or Desired) calls recorded when you are absent, busy
on phone or do not want to attend the calls for any reason. You can, later on at your convenience,
retrieve all recorded messages from any telephone anywhere in the country.

Security of message is ensured against eavesdropping through subscriber controlled password.

PTCL VMS is designed for those who do not want to miss a call or Fax because that can be beneficial.

Great for anyone owning a telephone or Fax, at home or business.

Much more powerful and flexible than answering machine due to Message options available in your
voice mail system.

PTCL MESSAGING PLUS:

PTCL MESSAGINH PLUS is designed for small and medium business enterprises having problems with
managing telephone message.
PTCL MESSAGING PLUS will definitely handle these problems for you. Advanced messaging features save
time, make you truly mobile and increase productivity.

Essential for time-conscious executives, frequent travelers and Professional groups.

CO- LOCATION CENTERS

Pakistan Telecommunication Company has taken land mark decision to establish colocation
centers throughout the country.

This service is basically for telecom data and I.T companies. These companies
willinstall their equipment directly in PTCL premises in ready fitted environment. The primary purpose is
to provide a number of resilient and centralized connection and control facilities in which co-location
center’s communication can be located.

UNIVERSAL INTERNET NUMBER (UIN) 131

UIN 131 numbering scheme for internet services providers, represent exclusive code to each ISP.

The concept of the service just like toll free 0800 but charges a local call for each connectivity attempt,
UIN involves allocation of numbers to individual ISP’s who are licensed by PTA.

VIRTUAL PRIVATE NETWORK (VPN)

Communication is the secret of success in today’s highly competitive market. When it comes to enabling
your enterprise, your communication got to be instant, fast and hassle free. The answer to this
corporate need is virtual private network. It is an innovative and intelligent private network to integrate
business/enterprises having sub-offices with in a city or nationwide. Without necessity installation of
dedicated resources, VPN enables organization to create a private network.

DIGITAL CROSS CONNECT (DXX)

Telecommunication networks are the most important infrastructure elements of any business today. As
the businesses increasingly depend on it, quality of networks is gaining strategic importance.

PTCL offers flexible and reliable data services solutions through a high quality platform of digital leased
line network. PTCL digital cross connect (DXX) network provides the most dependable media for WAN
connectivity with more than 200 nodes country wide.
ISDN BRI/PRI

It is a near broadband experience suitable for household and small/medium size do organizations.
CUSTOMERS VIEWS ABOUT PTCL PRODUCT AND SERVICES How are the firm’s product or services
perceived?

Usually PTCL is the largest and monopolistic firm in nature, according to customer point of view there is
no competitor who is providing the facilities and services like PTCL because of these reasons:

 Majority of customers are using services of PTCL in pakitan

 Wide Network
 High Speed Internet Provider
 Wide Range of Facilities and Value added services
STRENGTH

 PTCL enjoy monopoly

 State of the Art International Gateway Exchanges & Satellite Earth Stations
 large earnings
 good quality international connectivity
 Customer Base of over 4 million
 Government support

WEAKNESS

 Image – Government organization

 Image – Lack of customer focus
 Image – Outdated people and technology (perception)
 Lack of aggressive marketing
 Lack of customer services
 Ambiguous management style
 Lack of corporate culture
 Social responsibility

OPPORTUNITY

 Growth in telecommunication industry

 More aware and technology understanding consumer – a base that is growing at a fast rate
 Market open for more number of products – less dependence on single category
or product
 Opportunity to introduce High Value Added Products / High margin products for the new,
more aware consumer
 Time to establish brand loyalty, Pre-empt competitors, co-opt partners, invest in technology and
networks
2- Promotion:

PTCL is using following components of promotional mix for the promotion and Publicity of its
product/services.

Advertising:

In promotional mix, PTCL’s main stress is on advertising in print and electronic media. PTCL periodically
places its advertisements in print media on services like “H/Qs hotline0800-44544”, “Caller line
identification (CLI)”, “Voice Messaging Service”, “Digital Facilities”, “PTCL Prepaid Calling Cards”, “Inquiry
17”, “Complaint 18”, phone bill cards prepaid telephone etc. to remind the customers of these services.
Sometimes, corporate ads are also released to print media to mark special occasions. PTCL’s
Commercials on “Prepaid Calling Card”, “CLI”, “Voice Messaging”, “Digital Facilities” etc. are also
broadcast immediately on electronic media as reminders to Customers.

Sales Promotion:

PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free from 11:00
pm to 06:00 am to promote the usage of its telecom network. Moreover, PTCL offers special rate
packages on special occasions like Ramadan Package and EID package, which offer customer reduced
rates for specific timings.

For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter from 6:00pm –
6:00 am to attract customers to use its telephone service. These rates result in increased revenue for
PTCL and also facilitate the customers to talk to their near and dear ones on these special occasions on
affordable rates.

PERSONAL SELLING:

As PTCL is enjoying monopoly in fixed-line telephony, the Company has no professional sales force
because the company has not felt any strong need to use the Services of a sales force for increasing the
sale of its products. At the moment, PTCL’s Customer Services Centers are playing the role of sales
outlets. Customers can make telephone calls; send fax messages from these Customer Services Centers.
They can also get connected their telephone bills and get duplicate bills from these outlets. However,
with the establishment of Marketing Department in PTCL, the marketing professionals are now in the
process of inducting professional sales force for the company.

3- PLACEMENT

The Head Office of Pakistan Telecommunication Company Limited is situated in Sector G-

8/4, Islamabad, which is headed by the “President”. Besides, it has RegionalHeadquarters like:
Islamabad Telecom Region,

Rawalpindi Telecom Region,

Hazara Telecom Region Abottabad,

Northern Telecom Region-I Peshawar,

Lahore Telecom Region (South),

Lahore Telecom Region (North),

Multan Telecom Region,

Faisalabad Telecom Region

Southern Telecom Region-I Hyderabad

Southern Telecom Region-II Karachi

Southern Telecom Region-V Sukkur

Western Telecom Region Quetta.

Switching network Central region Lahore. These Regions provide Telecommunications services to the
customers in their respective areas. Apart from these, PTCL has an Optical Fiber Construction Region
Lahore and Optic Fiber System Islamabad, each headed by a General Manager to install, operate and
look after optic fiber systems/cables. In each District and Tehsil, an Exchange, Franchisor, Call Centers,
Customer Care Centers are available to facilitate the customer needs.

WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICESOF THE PTCL? Firm point of view

1-Easy availability of product and services to the customers

2-Easy availability for providing basic services and value added services

3-Easy complaint handling

4-To cover target market

Customers Point of view

1-Easy availability of Product and Services

2-Time and Money saving

3-Fast Service System and Resolve Conflict

4- PRICE
Being a government organization, PTCL is not authorized to determine the prices of
its products itself, the Telecom Regulator Authority viz. Pakistan TelecommunicationAuthority (PTA)
fixes the prices of telecom services. The process is such that whenever PTCL intends to increase or
reduce the rates of its services, it submits its Proposal to PTA for approval. PTA then calls consumers’
representatives, journalists and other interested groups for discussion on the proposal. After listening to
the viewpoints of all the interested parties, PTA gives its decision. If PTA approves PTCL’s proposal, the
new rates are enforced. It may be mentioned here that telecom technology is only technology whose
rates are on the decline with the passage of time. PTCL also rationalizes its tariff with the passage of
time. Tariff rationalization process started in 1997 as part of GoPTelecom Sector policy for privatization
of this sector. It was mainly focused on rebalancing the domestic process like NWD, international,
local call, line rent etc. Rebalancing is completed by the end of 2008 (as per Tariff rates) with the
objective to position PTCL for competition.

HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES?

Customers react positively due to monopoly of PTCL so they give purely positive response to the prices
of PTCL.

ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLYWITH ITS STRATEGY?

PTCL rationalizes its tariff with the passage of time in order to beat the competitors.

IS THE FIRM USING ANY MARKETING THEORY TO AFFECT CUSTOMER PERCEPTION OF ITS PRICES?

PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free from 11:00
pm to 06:00 am to promote the usage of its telecom network.

Moreover, PTCL offers special rate packages on special occasions like RamadanPackage and EID package,
which offer customer reduced rates for specific timings. For Example, In EID Package PTCL charges half
rates from 6:00am - 6:00pm and quarter from 6:00pm – 6:00 am to attract customers to use its
telephone service. These rates result in increased revenue for PTCL and also facilitate the customers to
talk to their near and dear ones on these special occasions on affordable rates.

5- PHYSICAL EVIDENCE

EXTERIOR

PTCL built very good and attractive buildings of its offices as well as its franchises in order
to attract the customer and as a physical evidence.

INTERIOR
Interior as well manage but not as like its competitor like Mobilink, Telenor their franchises are well
manage internally and attractive their internal environment as too much attractive and an educated
stuff is present there in order to facilitate the customers but in PTCL franchises mostly not manage in
region like Multan. But well Manage in big cities like Lahore and Islamabad.

There technical equipment is imported from England and Japan. There is hugenetworking of intra net as
well as extra net in PTCL.

BLUEPRINTS OF PHYSICAL EVIDENCE OF PTCL

Physical Evidence

Its attractive building from outside the customer attracts automatically towards its and wants to know
about its products.

 Customer Action

After seeing the building customer move in the building for getting information.

 Line of Interaction

Customer will meet the guard or gate keeper at the door of the building which is the entrance.

 On Stage Encounter

When customer enter in to the customer care center of franchise an customer information officer is
setting at start of the office who give the information of related officer regarding the problem which a
particular customer having.

 Line of Physibility

All the staff from manager to lower staff who are controlling a specific branch are showing the line of
physibilty.

 Back Stage Encounter

All the equipment and staff that are controlling networks of PTCL Who are setting in GM offices that are
also called Regional offices that are back stage encounter of PTCL.

6-PROCESSES

There is simple process to get the connection this is only for the sack of customer that he doesn’t
feel any kind of difficulty. First fill the order form i.e. it is for broad band same in case of other products
this form issued.
Then after filling it submitted to the frenchiser officer he/she will iss u s e t h e connection to the
customer after getting the required payments of that connection.

7- PEOPLE
The employees of PTCL nearly equal to 30000 who are working in all over in the Pakistan they are the
assets of the company and they are the responsible for the goodwill of the company also focuses on the
status of their employees and give them performance appraisal program and give them incentives and
also give them medical treatment.