Coursework Title : The journey of Telenor My Health in Pakistan

COMP1646 : Information Systems Management

Center : KMD Institute (Myanmar)
Date : 19 April 2019

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 Table of Content
1. Introduction -------------------------------------------------------------------------- Page 3
2. SWOT -------------------------------------------------------------------------------- Page 4
3. PEST ---------------------------------------------------------------------------------- Page 5
4. Customer Analysis ------------------------------------------------------------------ Page 7
5. Competitor---------------------------------------------------------------------------- Page 8
6. Market Environment ---------------------------------------------------------------- Page 9
7. Collaboration -------------------------------------------------------------------------Page 10
8. Current Situation (or) Market Position ------------------------------------------- Page 11
9. Market Image ------------------------------------------------------------------------ Page 13
10. Own Capabilities -------------------------------------------------------------------- Page 15
11. E-marketing -------------------------------------------------------------------------- Page 15
11.1 Strategy-------------------------------------------------------------- Page 15
11.2 Expanding Product------------------------------------------------- Page 16
11.3 Marketing and Promotion (4ps) ----------------------------------Page 16
11.4 Offline Promotion --------------------------------------------------Page 17
11.5 Online Promotion---------------------------------------------------Page 18
11.6 The impact of implementing the strategy------------------------Page 18
11.7 Suggestion------------------------------------------------------------Page 19
12. Legal and ethical issues---------------------------------------------------------------Page 19
13. Conclusion -----------------------------------------------------------------------------Page 20
14. References ----------------------------------------------------------------------------- Page 20

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 Introduction
GSM (Telenor) is mainly intend to get interests to be mobile operators worldwide and
second largest in network, organizing 800 operators and cooperated 300 of companies as well.
Telenor Aim is to build customer loyalty and mission is to reach their health information service
through countries. Overall Telenor services such as Mobile broadband, Postpaid & prepaid and
mobile banking (Easy Paisa). Recently, they wish to give health services to people as “mHealth
Program” and established program to be healthy life in environment that especially focus on
mother and child. They launched people who need to be healthcare and nutrition information in
their local environment. Moreover, they did their program with low price for every literacy level.
“Planet Beyond” is one of partner with Telenor. This organization is responsible to
create content, aggregation and operating other service, launched in 2015 and over half a million
is achieving on that. Recently, Planet Beyond is share agreement with health TV and
collaboration each other, health TV is mostly connected with clinics and others wider network
with hospitals.
In Telenor’s mhealth program, there are two kind of health content delivery as via SMS
and IVR. In SMS, including the function of health alert, seasonal medical and dental health and
target to all literacy levels. In IVR, users can watch live directly and ask questions whatever they
want from the system and additional subtitle separating as “Family First” and “Healthy
Lifestyle” that to reach users who are with lower literacy levels. Both are mainly target to low
literacy people.
Moreover, most of people are accepting and loyalty the information from system and
giving both of job and education from system are the most acceptable with user requirement. So,
50% of the subscriber is activated on the service and 34% of the users is using the services.
Telenor’s plan is to reach reducing from inadequate health coverage in some place where is
blowing the poverty line such as Muzaffargarh district.
As financial performance, organization had profit annually and according to Telenor
annual report, 111.4 billion in 2014 (3% profit),128.2 billion in 2015 (5% profit) & 131.4 billion
in 2016(1%) respectively.
So, according to districts, some district still needs to get their information & they intend
to spread out their service in every region as possible. As marketing strategy, dealing with user
requirements is the most essential for business and organization emphasizing their heath and
living lifestyle to meet their goals and the organization intend to reach customer loyalty and
increase network usage by using their program.

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(2) SWOT
Strength
 Second largest mobile network in Pakistan and 39 million subscribers.
According to case study, Telenor is the 2nd largest mobile network operator with
share 38.5 million in Pakistan and there has a chance to expand their market largely and
get easily customer loyalty.

 Won the best customer care at WCA

Telenor won the best customer care at WCA 2016 in Pakistan and representing
their service is better than others competitors and most of user is choosing their service.

 Won P@SHA ICT Award for innovation in service in 2016

One of Telenor application for agriculture and farmer is useful for them and they
can access with freely and most of Telenor features are effective and efficiency for all
type of Telenor users.

 Offer with low price

Telenor intend most of users must be affordable for price and defined the price
according to their average revenue per user (ARPU) levels.

 Good reputation among customers and Brand image of quality

Most of Telenor’s service and brand is acceptable and good image for user
because they analysis customer requirement before launching and they intend to get
quality not for quantity.

Weakness
 Inadequate health coverage in some places.
Some of place is inadequate to reach their service information and Telenor need
to express their service widely in every place.

 Relatively low market share

Telenor market share is lower than Mobilink and Ufone and it is biggest
disadvantage of their weakness. Both of competitors have already settled down in
telecom industry and Telenor need to consider to break others with their unique strategy.

 Less Switching Cost

Switching cost of customer from one service provider to other is low.
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Opportunity
 Telenor application meet user requirement
Currently, Telenor has increasing customer due to meet user’s requirement and
feedback because most of customer’s feedback are positive and willing to accept from
system.

 Penetration smartphone are increasing in environment

Penetration smartphone are increasing in environment rather than previous years
and most of user will have and use smart phone. Increasing smart phones are supporting
Telenor to reach widely their service and information in their country.

 Market size
Market size is opportunity to do biggest in telecom sector. Pakistan most of 70%
rural people have no access to cellular connections and this is opportunity to avail for
expansion.

Threat
 Limit number of SIM cards by individual
According to government rules and policy, SIM cards must own by individual and
doesn’t allow to buy more for one and this is restricted for Telenor to get more revenue in
their market environment.

 Inadequacy physician and Female doctors are excluded due to social-cultural barriers.
most of physicians are leaving from their country and inadequate physician and
women are discriminated due to cultural barriers and this can be impact on Telenor’s plan
because all this people are essential and needing a part of application Telenor’s service.

 The government Used to shut down network operator due to terrorist’s attack
If there has no security and data protection from threat, the Pakistan usually shut
down their network to prevent from hacking terrorist. So, it is effective on all network
operators and can lost their share during shout down.

(3) PEST
Political
Pakistan government set up the regulation that “SIM cards owned by an individual”. So,
all the telecom operators had limited and restricted selling product in their market environment.
So, how ever their product is good at quality and fulfill with customer’s needs, government
doesn’t allow to sell more for only one person. Government rules and policy is impact on
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Telenor company as challenge not to get more profit from revenue. As market situation, demand
is increasing and selling product is limited according to political rule and regulation. In future,
Telenor need to agree with government to income more profit and share between them.
Economic
Telenor ambition is to get customer loyalty and launce with low price that must be
affordable for all the literacy level. Currently, most of the rural people earn from agricultural and
blue-collar jobs. So, their income is low and all of their money is spent on their health. If all the
people live healthy life style, it is not necessary to worry the situation of inadequate their money
and they can buy easily SIM card. As Telenor, considered how to solve indirectly the problem of
unhealthy situation in their countries by launching mhealth application. Economically, there have
two type of user such as urban and rural customer. according to their wages situation,
organization strategy changes plan to be effective for their application.
Social
Currently, Pakistan has social-culture that women are discriminated in the society and
organizations. One of the social issues is most of female doctor are excluded according to socio-
barriers and inadequate nurses, midwives and other doctors are leaving from country. So,
Pakistan is facing lack of workforce and this is the main issue in society. According to case
study, there has no increasing number of physicians and midwives within 2010 to 2016.

Resourced from case study

The impact of consequence is people in living Pakistan are unknown about health
information effectively and they confronted unsanitary living conditions especially in rural
households. Although it is impossible immediately to change their culture mindset, later
appearing the presence of “Lady Health Workers” (that teams trains for women to qualify) has
been discovered to be better society and to have positive impact on education about maternal and
child health.
Technology
Pakistan is involving the most security threat after Iraq and Afghanistan. Pakistan was
used to shut down network mostly in public holidays and National day since 2012 due to
attacking terrorists to circumvent mobile network by using other communication such as skype.
So, government banned tools such as skype, WhatsApp and also viber. According to research,

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they blocked their service for 3 months in 2013. So, most of mobile operator need to has data
protection from threat and Telenor is technically secure and preventing from user data
information. They have rules and principle that commitment to user for their privacy according
to applicable law and using SSL and TLS protocol for data encryption and security. Telenor is
including top 5 cellular networks in Pakistan as second position.

(4) Customer Analysis

According to thethirdpole.net’s research, (August 9,2016), including urban and other
cities are unsafe to drink water.
Moreover, Dec2015 the federal minister for science and technology said that “82% of
population are consuming dirty water in their environment”.
So, the Telenor was reliable the healthy life is the most important and essential in their
country. So, they started “mhealth program” for every sector of regions in Pakistan. They
intended to achieve interests for every user needs and healthy life style but their target is mainly
on the mother and child who needing healthcare more and inadequate about health information
and coverage rather than the others because of research paper, studied have showed that, In
Karachi, “…More than 20000 children die annually due to drinking contaminated water.”

figure (1)
Besides, generally there are two
different type of location in Pakistan such as
urban and rural. According to research, both of
urban and rural are needing to prevent from
diseases and other contaminated water. So,
Telenor considered their program as two
features like SMS and IVR, SMS is for urban
because living in urban people are mostly literacy levels and user can access from
sending SMS such as daily health, Seasonal Medical and Everyday hygiene. IVR is for
rural and culturally most of rural people are watching movie and lower literacy level. In
this IVR, including live show and other user can ask question directly to Channel and this
feature is suitable for them to reach health coverage in their environment.

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 Additionally, most of the people earns wages from agricultural and blue-collar jobs and
their incomes is relying on daily. So, Telenor considered suitable way that all of users willing to
buy and access their program with low price for all people.

Figure (2)
Studied have
showed that from
OBD call, higher
50% of female
voice-overs had rate than male voice-overs for similar message and it indicated most of
the users prefer female voice. (resourced from case study)

(5) Competitor
There have other organizations in network operators who are famous and occupying in
market environment and society as a huge position. Mobilink, Warid Telecoms and Zong are
mainly competitor with Telenor in 2016.
Mobilink had their mission in education, Health, Environment and Disaster Relief. They
intended to relegate in society to be sustainable human development and reduce from education
remains. So, they decided to promote education and progressive their living standard as well.
As plan, Mobilink provides scholarship for all of students and additional supply books,
stipend, medals, grants, medicines and other allowance. Moreover, they collect as defective
mobile hand-sets that need to do repairing and recycling and they donate which devices to
some places where needy. They believed that doing this action will be welfare for their
organization and to meet their goals and mission.

In Pakistan, has 134 million of mobile network users and see figure (1) as below
Figure (1)

Sourced from https://www.techjuice.pk/pakistan-mobile-network-industry

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According to research, Telenor has predominantly 3rd maximums subscribers rather than other
competitors.
For 3G/4G subscribers, ZONG is second top and the largest subscribers rather than
others. Zong group is the first introduced and launched 4G in Pakistan. They supported their
internet connection in different platform and enabled SIM that any devices can access such as
Laptops, tablets even Wingle and Mifi devices. So according to case study, Telenor is starting
introduced 4G in Pakistan. To be effective their network and to overcome ZONG’s 4G, they
need to prepare their network to be faster and promote the speed of internet as well.
Recently, Mobilink merged with Warid Telecoms and expanded their network together
widely. Warid Telecoms owned by the Abu Dhabi Group. This situation was especially impact
on Telenor because both of them are strong in mobile network operators in Pakistan and Telenor
can change their position in market share.
As Market share in 2016, Mobilink occupied the first in market share and Telenor set as second
largest share market in mobile network operators. According to figure (2), ZONE is faster and
faster to expand their market year by year. Mobile, Ufone and Warid have lost their market to
Telenor and ZONE. Telenor share was stable and increasing 1% annually.

Figure (2)
Sourced from https://www.techjuice.pk/pakistan-mobile-network-industry

Mobilink strength is a very strong bank image and they signed agreement with 50
operators over the world and to share their network and service approximately 42 countries.
But their weakness is expensive package so that customer retention side is feeblish.

(6) Market Environment

According to case study, currently Telenor cooperate with Planet Beyond (external
partnership) as B to B that team adapted to create SMS for daily health alerts. Moreover, Planet
Beyond also agreement with Health TV that is owned by Ziaudin Group which organization has
network and link with many clinics and hospitals. But later, they decided to exterminate their
relationship due to lack of resonate with users. Besides, Telenor is the second largest 3G network
operator in Pakistan with 8.2 million shares in May 2016 and see figure (1) and (2).

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 figure (1)
https://www.phoneworld.com.pk/2016-embarks-133-million-cellular-subscribers/

Figure (2)
https://www.phoneworld.com.pk/2016-embarks-133-million-cellular-subscribers/
In 2015, Telenor is the largest 3G subscribers with 3530421 in Pakistan and Zong holds as second
with 2921021 3G subscribers.

https://www.google.com/amp/s/www.phoneworld.com.pk/telecom-industry-2015-update-
telenor-and-zong-leading-the-market/amp/

(7) Collaboration
Initially, Telenor (My health program) is responsible to create all of product strategy
and operate both of strategic direction and marketing channels (SMS and IVR).
VAS vendor Planet Beyond is one of external partner with Telenor. Planet Beyond had
content Team which supporting service of content for Telenor such as managing, creating SMS

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and IVR and shared agreement the revenue with Telenor. Moreover, Planet Beyond invested and
had their own recording studios, content artists and voice-overs who announce about IVR
content and live show event.
By regulation of government, Pakistan’s Ministry of health declared that all of health
content must be examined. So as planet Beyond, they decided to cooperate with certified
Medical Professionals who validate and examining all of their health content legally.
Besides, Planet Beyond is share agreement with Health and lifestyle TV Channel TV
that own by Ziaudin Group which has a huge network with clinic and hospitals. But later,
presenting content clips of TV shows is not echoed from user and finally Planet Beyond decided
to discontinue relationship between them. Subsequently, Planet Beyond undertake itself to
manage all of content information and assumed as full responsibility.

(8) Current Situation (or) Market Position

In May 2016, there has increasing 133.44 million of mobile market customer.

Figure (1)
According to figure (1), Mobilink is the highest market player owns by 29.21% share and 38.9
million users. Telenor stands 2nd and possess 28.40% share and 37.9 million subscribers.
Zong at 3rd with 18.83% and 25.13 million users. Lastly the 4th of Warid with 11.11 million
customers and has 8.32% share.
But after merge Mobilink and Warid, both of customers and share are sharply growing to
50.10 million of subscribers with 37.54% market share.
Khudam munir said that “In July 2015, total 3G and 4G subscribers were 14.36 million
with 98.26% 3G platform and 1.74% 4G platform penetration.”

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3G/4G Subscribers share in Pakistan in 2016

Figure (2)

http://snsanalysis.blogspot.com/2016/06/pakistans-3g4g-mobile-broadband-market.html?m=1

Figure (3)
http://snsanalysis.blogspot.com/2016/06/pakistans-3g4g-mobile-broadband-market.html?m=1
According to figure (3), Telenor is the second highest 3G subscribers in Pakistan with
8.27 Million 3G subscribers. Average of growing customer per month is 5.8% and occupied
27.83% of shares market in May 2016.
Comparison Telenor and Mobilink
Initially Telenor was leading the 1st with 4.69 Million of subscribers and Mobilink started
with 3.95 Million customers as 2nd. But later, Mobilink was growing faster and average of their
increasing growth is 8.88% per month. In May 2016, their subscription shares sharply increasing
over 1 million rather than Telenor.
Noted- according to research, Mobilink had 9.26 Million subscribers in May 2016.
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Cellular subscription (Research from phoneworld.com by Mamoona)
Although Mobilink is the first member in cellular, Telenor’s cellular subscribers
increasing is highest rather than Mobilink in May 2016. According to below figure (1), Mobilink
is the first cellular subscribers in Pakistan. But we can see the highest growing of faster operator
is Telenor with 480383 in figure (2).

figure (1)

https://www.phoneworld.com.pk/2016-embarks-133-million-cellular-subscribers/

figure (2)

https://www.phoneworld.com.pk/2016-embarks-133-million-cellular-subscribers/

(9) Market Image

Telenor won the Best Customer Care at World Communication Awards (WCA) in
2016 through other among competitors. As customer service point of view, they can offer to
customer effectively and supporting their desire as much as possible within the period of short
time (e.g. Reduced call: waiting time). So, most of customers are satisfied for their service and
well-known their reputation among customer.
Moreover, Telenor also won P@SHA ICT Award for innovation in service in 2016. The
award is recognition one of Telenor service for small mobile agricultural service as
“KhushaalZameendar” that is target to farmers in Punjab province and part of its m-agriculture
initiatives. Telenor user can subscribe to that service without any payment and freely can use. In
service, there has two kind of alerts on daily basis – Morning weather forecast and farming
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tip for their preferred crop and the second is an evening alert regarding livestock
management advisory.
One of Telenor ambition is to define as priority areas for agriculture and farming sector
because incoming revenue from agriculture and farming are essential for country and that is
relative to enhance economy indirectly. So, Telenor intended to contribute and promoting these
sectors with digital technology.
In SMS Success Rate and End to End SMS Delivery Time, Telenor is following the 2nd
together with Ufone and giving Telenor’s SMS is delivered successfully within the short time.

https://www.pakistankakhudahafiz.com/zong-tops-mobile-data-speeds-in-pakistan-pta-survey/
According to BUSINESSTECH’s research in 2016, Telenor operators stand 10th for largest
mobile network operators in the world with 192.0 total subscribers in millions.

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(10) Own Capabilities
Telenor intend to launch 4G with a high-speed data network in select areas of the country
such as Karachi, Lahore, Islamabad, Multan, Peshawar and Swat. Moreover, Telenor aspire to
promote their country for education, to grown in healthy life, preventing from sanitary conditions
and to be prominent autonomy at the national level. By applying their larger network, they
expand their service effectively to customer and finally their totally demand was increasing in
market with 39 million subscribers as second largest operator in Pakistan.
In 2012, Telenor employee are low qualified and inconsistent their skill. Market demand
also depend on staffs and later Telenor is going to modify their weakness and give training for
their employee. In 2015, their employee skill is higher and this is one of reason why Telenor’s
market is larger as second in 2015.

Looking ahead
For B2B, Telenor could form with interested health organization as partnerships
to expend their service and to disseminate health content that adjust with their service. Telenor
has piloted an insurance product as mobile financial services. In this service, user can get daily
health message and receive in-patient insurance.

Evaluation and Summery

Telenor’s strength is second largest mobile network in Pakistan, So, they apply their
strength to develop in every sector of their countries. E.g. They intend to connect between rural
hospital and urban hospital via broadband internet and also schools. Considering on the other
hand, Telenor network is wider and using subscription users are increasing and all the health
information will get the same in every region especially in rural by accessing from Telenor’s
internet. So, living in boonies people also know how to prevent and reduce from unsanitary
living condition and suggests that “25% with mobile healthcare can reduce for the cost of
elderly care while maternal and perinatal mortality can be reduced by 30% using mhealth” So,
the consequence is they don’t need to go doctor and spend on their money anymore for their
health and people can reduce the costs by receiving healthcare from mhealth application. Then,
they can easily buy SIM card and access subscription for Telenor’s promotion and service. So,
Telenor vison is indirectly benefit and effective for their organization.

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(11) E-marketing
12.1 Strategy
Telenor slogan is “Telenor Pakistan has always been at the forefront of innovating its
services as per the changing needs and priorities of its customers.” So, their objective is to
give service that must be cost-effective and useful for customer and purpose precedence user’s
needs. Most of services they launched to customer and all the products and service meet
customer expectation. Different unique of Telenor with other competitors, Telenor has always
purpose to serve full benefits of communication service in their daily lives as priority and solve
that issue effectively rather than to get profit for organization. Telenor assumed their success is
mainly depends on the level of satisfaction of the customers and operating all of their service to
meet with customer requirement. Currently Planet Beyond is taken by their service content such
as health information as B2B. For looking ahead, they could form with interested health
organization as partnerships B2B to expend their service and to disseminate health content that
adjust with their service
To know customer requirement, they always analysis the resource of customer needs and
problems before launching application. As Telenor, they launch mhealth application and the
reason is people needing to be healthier life in Pakistan and Telenor knows what they need
currently. My health application is useful both of urban and rural people but especially target to
women and child who lack access from healthcare and nutritional information. Telenor thinks
different strategy ways to give their service for urban and rural because both are also not the
same environment and differential literacy levels. Mainly Telenor service of two feature are SMS
and IVR.
SMS is especially target to literacy level and sending their information with SMS text.
But For lower literacy Level, IVR such as live show, record clip that is localized only in Urdu
and Punjabi. Moreover, Telenor offered their application with low price because most of the
people earns wages from agricultural and blue-collar jobs and their incomes is relying on daily.
According to Telenor’s OBD call research, 50% of higher prefer female voice-overs
rather than voice-overs so that later Telenor intend to use female voice this is more suitable and
familiar for all users.

12.2 Expanding product

Telenor added mhealth application and expanding product for all people who need to get
health information and preventing from unsanitary living conditions. Recently, Telenor
introduced 4G initially in Pakistan and willing to increase their network usage to get more
customer loyalty and increasing members. They intend to get more share in market environment
coming next year rather than among competitors.
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12.3 Marketing and Promotion (4ps)
Product
Initially Telenor analyzed customer’s needs and expectation before launching product.
After that, they launce mhealth application by themselves and most of the users are acceptable
their mhealth program as good quality product. But all the service and sending content SMS is
creating by Planet Beyond that team cooperate with Telenor. 40% of living in rural people
income wage is spent on preventing diseases and most are lack of health knowledge and they
don’t exactly know how to prevent from contaminated water. Using this application, they will
know how to react being healthy life style and especially appropriate to use for women and child.
So, this product will reduce living standard from unsanitary conditions and promoting
alternatively to raise the daily income of rural people because they don’t need to spend on that
anymore.

Price
The biggest problem situation is most of rural people is low-income and earns wages
from agricultural and blue-collar jobs. So, Telenor considered for that and offer lower price that
must be affordable for all people. Weekly Telenor My health service is priced as PKR 3+PKR
0.585 tax (USD 0.03) and IVR calls charged at PKR 0.10 (USD 0.00096) per minute.

Place
Telenor’s mhealth promotion is not the same according to different places for urban and
rural users. For urban, most of users are literacy and Telenor promotion by sending SMS. For
rural, mostly are lower literacy level so that giving information from channel and live shows are
the best way and for them to reach their promotion effectively.

Promotion
Currently Telenor promotion is segmented by rural and urban users. Telenor offer
promotion incentives for user that they can get 50% promotion if they activated the service
through Telenor Website. They promoted their application below (BTL) marketing and all the
promotion is taken by Planet Beyond through SMS and outbound calls OBD (pre-recorded voice
message to inform user about their promotion). SMS is mainly target to urban segment and OBD
is for rural users.

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12.4 Offline Promotion
Currently, Telenor offer their service by using SMS and outbound call (OBD) through
below-the line (BTL) marketing activities. This promotion is directly advertising to user and
effective to reach their service and easily know their needs. Mainly they intend to target potential
subscribers who has been VAS subscriptions and providing data on them. According to revealed
by OBD calls, User Queries and Live show are the most popular feature. It was found that 50%
of higher prefer female voice-overs for OBD call. So, Telenor using female voice-overs to get
more feedback from customer. By doing activity for OBD, can get benefit of customer
acquisition, increasing profitability per customer and cost-effective.

12.5 Online Promotion

Telenor offer promotion incentives for user that they can get 50% promotion if they
activated the service through Telenor Website. They can get online subscription user more and
easily to expand their service for online campaign by doing this promotion.

12.6 The impact of implementing the strategy

By applying above strategy, online and offline promotion, measure and consider with
4ps, there were 516,704 active subscribers within one year in 2016 (according to case study).
According to Telenor annual report 2016, Telenor mobile subscriptions are increasing year by
year and the total of mobile subscribers were 214 million as of 2016 (see figure 1). Most of
people activated on mhealth application caused to be constructive for increasing mobile
subscriptions for Telenor’s revenue. Moreover, the whole revenue of Pakistan’s revenue is 8635
million in 2016. (see figure 2)

Figure (1)
(Resourced from Telenor annual report 2016)

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Figure (2)

12.7 Suggestion
Currently Telenor is promoted below the (BTL) marketing activities. But later it can’t be
sufficient only that way to advertise over the world their service and need to consider solely
through Line TTL (integrated ATL and BTL) Marketing activities that it is more effective to
expend their market and increasing customer.
Another fact of suggestion is currently Telenor is solving all the people to be healthy life
and reduce from being disease. But it should consider to develop their education as log-term plan
and make program such as “Telenor Scholarship” especially for medical student because
Nowadays Pakistan is inadequate doctors and most of doctors leaving the country. Not only
health care is essential for people but also education and knowledge can escape from unsanitary
living conditions forever. If most of people are educated in country, there can automatically
reducing from being unhealthy conditions and their wages will be higher. I believe that all this
suggestion will support to reach Telenor’s vision rapidly and effectively.

(12) Legal and ethical issues

All the Telenor’s health contents are validated by certified medical professionals that is
relationships partner with Planet Beyond. It is essential giving health information to be true and
already validated for people because it is related to their health. Incase giving health information
is wrong or without validation content and the consequence is happening on customer, legally
they can suit to organization for that. Moreover, customer do register before using application
and Telenor need to arrange all of customer’s health detail data to store securely in database.
Ethically, Organization have no authority to divulge their information at outside without
customer’s permission.
As Telenor, they need to maintain securely all of their data to be safe and prevent from
attacking hackers. As a network operator, data protection is essential for their organization image
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and to get customer loyalty. If the customer’s data divulge due to lack of data protection or attack
by hacker, legally Telenor can face for the consequence and lost their reputation of image.
Besides, Telenor announced the payment amount of service and need to amputate according to
declaring amount. As customers, legally they can’t do that anymore but ethically it shouldn’t do
as organization and later will be losing customer loyalty and trust.

(13) Conclusion
Telenor is second largest network operators in Pakistan and their telecommunications
company base in Norway. Telenor Group was established in 1855 and 13 countries across
Europe and Asia. In 2015, their subscription member was 187 million and employs 3000 around.
Recently, Pakistan is facing being contaminated water and lack of giving health
information. According to their desire, Telenor launched mhealth application in Pakistan at the
beginning of 2015. They analyzed user needs and requirement to meet their expectation before
launching. So, mheath support effectively and inform about health service to people who living
unsanitary conditions and need to know health information. Most of users are acceptable their
service and were 516,704 active subscribers within one year.
For looking ahead, Telenor intend to reach their mhealth information service through the
countries for help and hoping to become customer’s favorite partner in digital life in 2020.

References
 Khudam munir (2016). Pakistan’s 3G/4G Mobile Broadband Market Growth [ONLINE]
Available at: http://snsanalysis.blogspot.com/2016/06/pakistans-3g4g-mobile-broadband-
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 Today’s Paper (2019). Telenor triumphs in customer care, wins WCA Best Customer
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 Web Desk (2016) Zong tops Mobile Data Speeds in Pakistan: PTA Survey [ONLINE]

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[Accessed 12 April 2019]

 Mamoona (2016) 1016 Embarks with 133 Million Cellular Subscribers [ONLINE]
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 Mamoona (2016) 1016 Embarks with 133 Million Cellular Subscribers [ONLINE]
Available at: https://www.phoneworld.com.pk/2016-embarks-133-million-cellular-
subscribers/
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 Maryam Dodhy (2016) Telenor reveals action report for Realizing Digital Pakistan
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Available at: https://techjuice.pk/telenor-realizing-digital-pakistan/
[Accessed 13 April 2019]

 Yahya Khan (2016) Telenor: Financial inclusion is a good sustainability initiative and
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Available at: https://blogs.worldbank.org/psd/pps/telenor-financial-inclusion-good-
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 Saima Ibrahim (2015) Telenor Industry 2015 Update: Telenor and Zong Leading the
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