PRINCIPLE OF MANAGEMENT

Assignment

Malik Irfan
70066877
Submitted to:
Mam Fazia Kauser
 Mobilink Management Report
1. Management Report Mobilink GSM Presented to Asif Khan Business Communication Institute of
Business Management By Ahmed Aslam Khilani (12427) Mehmood Alam (12551) Nabeel Ahmed Khan
(12428) Tariq Fahad (12581) Zeeshan Valliani (12543) MBA Executive Section C August 20, 2011

2. Letter of Acknowledgment August 20, 2011Dear Readers We are thankful to Almighty Allah for giving
us the strength and capability to complete this report on “Mobilink GSM.”We would like to thank our
course instructor Mr. Asif Khan for putting in all the hard work in this course to make it a memorable
experience for all of us. We appreciate hisguidance and shall appreciate the valuable feedback on this
report.We are highly obliged to the following individuals who shared their valuable time from their busy
schedules in order to guide us through the report; Name: Osama A. Khan Designation: Associate Human
Resources Mobilink GSMName: Minhaj Ahmed Nomani Designation: Senior Coordinator Mobilink GSM
Sincerely, Ahmed Aslam Khilani Mehmood Alam Nabeel Ahmed Khan Tariq Fahad Zeeshan Valliani

3. Letter of Transmittal August 20, 2011Mr. Asif Khan Lecturer Business Communication Institute of
Business Management Dear Mr. Khan, and Presented is our report on “Mobilink GSM.” The project
involved conducting a report on the management of the mentioned company and is prepared according
to the guidelines provided during the semester. We would like to thank you for providing us the
guidelines & suggestions which enabled us to complete this report as our final project. Our team has
worked vigorously on this project to bring you the accurate and reliable results. Sincerely, Ahmed Aslam
Khilani Mehmood Alam Nabeel Ahmed Khan Tariq Fahad Zeeshan Valliani 4

4. Table of contents:

 An Introduction.
 Orascom Telecom.
 History of Mobilink.
 Vision.
 Mission.
 Goals.
 Values.
 Achievements.
 Services.
 Value Added Services.
 Strategies at Mobilink.
 Competition.
 Management Functions.
 Organization Structure.
 Corporate Social Responsibility.
 HR Functions at Mobilink.
 Limitations.
 Conclusion.
 Recommendations.
 References.
 AN INTRODUCTION:
Mobilink GSM registered as Pakistan Mobile Communication Limited (PMCL), subsidiary of Orascom
Telecom, started its operations in 1994, and has become the market leader both in terms of growth as
well as having the largest customer subscriber base in Pakistan -a base of over 24 million and growing.
We pride ourselves on being the first cellular service provider to operate on a 100% digital GSM
technology in Pakistan that also provides state-of-the-art communication solutions to its customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse
group of people, from individuals to businessmen to corporate and multinationals. To achieve this
objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers. Compared to
our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their
kind in the Pakistan cellular industry. Mobilink provides the most extensive network coverage footprint
across Pakistan through an integrated technology infrastructure in more than 10,000 cities, towns,
villages, and countless remote destinations, including International Roaming in 110 countries through
300 partner operators. The company directly employs over 4,000 people and has the largest distribution
network with 200,000 outlets across Pakistan. Mobilink corporate social responsibility program
contributes significantly in key areas of health, education, social uplift and cultural development causes
in Pakistan and the company is the official cellular service of the Pakistan Cricket Board. Mobilink is the
only corporate in Pakistan to issue a high-yield bond worth US$ 250million in the International Market
and has portrayed a positive image of the country as a secure destination for business activity.

 ORASCOM TELECOM:
Holding S.A.E. ("Orascom Telecom") or ("OTH") was established in 1998 and has grown to become a
major player in the telecommunication market. OTH is considered among the largest and most
diversified network operators in the Middle East, Africa, and South Asia, and has acquired in early 2008
a license to operate mobile services in North Korea. Orascom Telecom is a leading mobile
telecommunications company operating in six emerging markets having population under license of 430
million with an average penetration of mobile telephony across all markets of approximately 40%. OTH
operates GSM networks in Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobilink), Tunisia (Tunisian),
Bangladesh (Bangla link) and Zimbabwe (Telecom Zimbabwe). OTH had exceeded74 million subscribers
as of March 2008.In Pakistan, the Pakistan Mobile communications Ltd (“Mobilink”) started its
operations in 1994 and, until early 2001, had a market share of 40%. In April2001, OTH took over
management control of the company. As the market leader, Mobilink serves more than 28 million
subscribers, representing a market share of38.5% (as of March 2008).OTH has positioned itself as a
leader in the region for its diverse GSM operations with various GSM support and Internet operations.
One of OTHs main strategies is to create its own non-GSM subsidiaries to act as a backbone of support
for its regional GSM operations. OTH has achieved this by dedicating financial, technical and
management resources for supporting its subsidiaries. This includes network support and installation of
GSM operations, equipment procurement, handset procurement and distribution companies, Value
Added Services, and Internet operations. OTH is dedicated to providing the best quality services to its
customers, value to shareholders and a dynamic working environment for its more than 15,000
employees.OTH established a strong presence in the GSM Association (the world’s leading wireless
industry representative body) only five years after its inception. OTHsChairman and CEO, Mr. Naquin
Saw iris, was selected to join the GSMAssociations CEO Board in 2002. OTHs stocks are traded on the
Cairo and Alexandria Stock Exchange (CASE), (under the symbol ORTE.CA, ORAT EY) and on the London
Stock Exchange (where its GDR is traded under the symbolORTEq.L, OTLD LI).OTH is dedicated to provide
the best quality services to its customers, value toshareholders, and a dynamic working environment for
its more than 15,000employees.

 HISTORY OF MOBILNIK:
Mobilink started its operation in 1994, and till early 2001, had a market share of43%. OT took over
management control of the company in April 2001 and changed the overall market dynamics through its
aggressive marketing strategy and expertise. In less than two years’ time Mobilink grew by almost 400%
with market leadership of 53% market share (year end 2002). Mobilink was the first cellular service
provider in Pakistan to operate a 100% GSM technology as both existing operators employed AMPS
technology. During the year 2002, Mobilink has progressed by leaps and bounds. Mobilink started the
year with 416,832 subscribers and 43% market share. With successful mix of strong brand image and
sound financial status, Mobilink closed the year with cumulative subscriber base of 952,174 subscribers.
Mobilink ended the year with a record breaking sales performance of 120,996 sales during the month of
December.

 MOBILINK’S VISION:
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative
Communication solutions for our Customers while exceeding Shareholder value & Employee
Expectations".

 MOBILINK’S MISSION:
 Creating 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 services  Sustained growth in earnings and
profitability  Professional Integrity  Customer Satisfaction  Teamwork  Company Loyalty.

 MOBILINK GOALS:
The Mobilink has a strong track record of delivering on ambitious goals. By 2011,they aim to be one of
the fastest growing mobile operators in the world, with a strong broadband position in all markets,
successfully developing new services and adopting new and responsible business models. The Mobilink
has defined five strategic ambitions which it aims to achieve by2011. These are:1- To deliver increased
profitable growth The Mobilink aims to achieve a substantial revenue increase in years to come. This
growth will mainly come from existing businesses. They seek to increase their core mobile and fixed
voice revenues and explore broadband opportunities in emerging markets. The Mobilink is also investing
in adjacent markets, such as basic financial services and machine-to-machine (M2M)
communicationworldwide.2- To strengthen our performance culture across the Grouping all operating
companies, Mobilink will continue the successful practice of combining a local approach with global
expertise. This means that the local management teams will build a unique performance culture based
on their own initiatives and in line with the Mobilink governance model, Codes of Conduct, vision and
values, our people policy and the way we work across borders. Inters of Health, Safety, and
Environment, our objective is to improve working conditions and environmental management by having
clearly defined standards across our operating companies and supply chains.3- To make responsible
business a competitive advantage Corporate responsibility at Mobilink will be part of managing risk and
linked to our core business. For example, the measures we have taken to fight climate change are
motivated both by our commitment to corporate responsibility and by an enlightened view of
associated business benefits and opportunities: what is good for the environment is also good for
business. Mobilink now has clearly defined targets on CO2 emissions from its operations not just to help
save our planet, button save energy and money.4- To provide a superior customer experience Faced
with an increasingly competitive environment, Mobilink needs to differentiate itself by providing a
superior customer experience. In our vision we’re here to help and core values (make it easy, keep
promises, be inspiring, be respectful), we put customer experience at the top of the agenda throughout
theMobilink Group. One of our ambitions is to reach a situation where end-users’ brand preference is
higher than the Mobilink market share for all operating companies. To ensure best practice
benchmarking across the Group Mobilink will undertake benchmarking and best practice sharing across
the Group. A global objective is to achieve a higher reduction in the average operational cost per minute
than the expected decline in average price per minute. The Mobilinkaims to achieve considerable
continued growth in operating cash flow from all ofits operations.

 VALUES:
MOBILINK Total Customer Satisfaction Customers are at the heart of their success. They have placed
their trust and confidence in them. In return, they strive to anticipate their needs and deliver service,
quality and value beyond their expectations. Business Excellence the Company strives for excellence in
all that they do. We aspire to the highest standards and raise the bar for ourselves every day. This
commitment to delivering world-class quality translates into unmatched service and value for our
customers and all stakeholders. Trust & Integrity At Mobilink, we take pride in practicing the highest
ethical standards in an open and honest environment, and by honoring our commitments. We take
personal responsibility for our actions, and treat everyone fairly, and with trust and respect. Respect for
People Our relationships drives our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor. Corporate Social Responsibility As the
market leader, we recognize and fulfill our responsibility towards our country and the environment we
operate in. We contribute to worthy causes and are dedicated to the development and progress of the
society.

 MAJOR ACHIVEMENTS OF MOBILINK :

• ISO 9002 Quality Management System Certification for Billing, Engineering Departments, and CS
Contact Center.

• Implementation of a full Intelligent Network (IN) platform from Siemens for the prepaid platform.

• Largest Call Center in Pakistan, which is there to assist the customers 24 hours.

• Bilateral roaming in over 130 countries around the world with true international roaming with over
300 operators across the globe.

• First mobile operator in Pakistan to offer extensive GPRS Roaming.

• Blackberry Roaming services.

• MOBILINK GSMs Short Message Service Center allows Vehicle Tracking and Fleet Management
services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company
licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide
these facilities at all those locations where GSM coverage is available Program sir Coverage in
UKMobilink now expands its international roaming coverage further in the United Kingdom, a country
which shows many different faces: pulsing city life and lonely landscapes, old-fashioned customs and
avant-garde culture, lovely beaches and rough mountains. For cultural sightseeing as for nightlife,
London is ceaselessly thriving, and is the one place that features on everyone’s itinerary. Scotland is
composed of moorlands, mountains and its famous town of Edinburgh, is set atop an extinct volcanic
plug. Undertake a trip to the world famous Loch Ness for an encounter with its famous monster while in
the region or visit Wales which offers walking and climbing terrain, as well as special nature
reserves.GPRS Roaming in USAMobilink adds yet another key destination, USA to its GPRS Roaming
footprint. Now beside the basic call and messaging services, Mobilink postpaid customers can also use
data services at this destination. Simply select Mobil ink’s partner network, T-Mobile while in USA in
order to enjoy unmatched GPRS and Blackberryaccess.GPRS Roaming in GermanyMobilink adds yet
another key destination, Germany, to its GPRS Roaming footprint. Now beside the basic call and
messaging services, Mobilink postpaid customers can also use data services at this destination. Simply
select Mobil ink’s partner network Vodafone (D2) while in Germany in order to enjoy unmatched GPRS
and Blackberry access.

 SERVICES:

First Cellular Service in Muzaffarbad ISLAMABAD: October 20, 2005 – Mobilink, Pakistan’s favorite
cellular service provider became the first cellular company to start its operations in Muzaffarabadin Azad
Kashmir, responding swiftly to the President of Pakistan’s decision tallow cellular companies to offer
telecommunication services to earthquake affected people of northern Pakistan.

SERVICESGPRSMobilink Must Services MS Messaging Power Tools Chat Services Dedication Services Mail
Services Info ServicesIVR Ring tones/Logo son Call Services Missed Call Alerts EXCEPTIONAL SERVICES
there are certain areas of Pakistan where PTCL connections are not available; thatch cables have not
reached yet, but Mobilink has service even in those areas.

• Providing services in 413 cities.

• Best customer service in the cellular market.

• Biggest Call Center in Pakistan, which is there to assist the customers 24 hours.

• Only cellular service in Pakistan to provide coverage on the M2 motorway. MOBILINK NETWORK Years
of Business 15 Cities 10,000+ Investment USD 1 Billion+ Switches 66 Cell Sites 6,300 Optical Cable
Deployments 5,000 KM Switches Nokia-Siemens, Alcatel, Huawei Radio Base Stations Motorola and
Alcatel. Intelligent Networks Siemens Microwave Equipment NEC and Alcatel Operating Frequency
900/1800 MHz SMSC Logical CMG 16.

 Value Added Services:

Getting a day’s work done is one thing. Getting it done while you relax another. With BlackBerry from
Mobilink and countless business class value-added services on indigo, you can strike a good balance
between work and leisure. And get more out of your day, every day. Business SolutionsMobilink indigo
provides state of the art facilities that let its customers conduct business on the go. With services like
BlackBerry®, Internet Browsing, Fax, E-Mail, Stock Watch, On-Call Services and numerous others. Indigo
ensures that its customers can make timely and informed business decisions, always.

• BlackBerry from Mobilink.

• Stock Watch • Mobile Banking.

• Corporate SMS.

• PIA Reservations Value Added On Call & Data Services Your indigo connection provides you a great
mix of on call & data services to ensure that your communication experience is as valuable as ever.

• Conference Bridge.

• Missed Call Alerts.

• Voice Mail.

• Call Forwarding.

• GPRS / Edge 17

 STRATEGIES AT MOBILINK:
The findings mentioned reflect three types of major strategies employed by the organization at various
levels. Namely they are:1) Corporate level strategy2) Business level strategy3) Functional level strategy
Corporate Level Strategy As their corporate level strategy, Mobilink entered into partnerships with
different organizations. On the basis of findings, it appears that for the past few years(1999-2003),
Mobilink had a focus on internal growth. All this is evident from the fact that since the deregulation of
the mobile service industry of Pakistan, Mobilink has undertaken various efforts to ensure that it
changes its stance from concentrating on its existing market to growing its market presence. The main
reason for this change is mainly to keep up with the competition and to retain and increase its market
share. This transition is obvious in Mobil ink’s repositioning itself and hitting the market with a new face
with the catchphrase “Reshapingcommunication”With the threat of new entrants into the industry after
the deregulation, Mobilink’sstrategy took a new turn. To keep abreast with the company, Mobilink took
the following steps during the last 2 years:

• Expanded its international roaming Service scope in 14 more countries including Vietnam, Germany,
Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa, Ethiopia, Uganda, Sudan, Bahrain, Caribbean
Islands. Bilateral roaming agreements signed with 100 countries around the world to have true roaming
service operational in 151 operators of the world.

• PROMOTIONAL CAMPAIGNS LAUNCHED- JAZZ BUNDLE OFFERS: These bundles include a handset, a
JAZZ connection and airtime worth Rs. 200- INTERNATIONAL SUMMER PROMOTION: Discounted
international tour packages to Sri Lanka, Malaysia and Maldives.

“JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketing strategy)- Indigo packages
deliver nationwide cellular freedom at local Call rates exclusive deals to 6 northern area destination
including Chitral, Gillgit, Hunza, Kaghan,Skardu and Swat.- Roam the World: yearlong promotion
including travel to the Holy Land in Ramadan, avail amazing offers at the Dubai Shopping Festival, be a
part if thief World Cup in Germany or visit Paris, Milan, London and NY. Joint Promotional Agreements
with Various Organizations.

• JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L120phone set for only Rs. 2750.
• Jazz member Get Member: Opportunity for customers to become the brand’s ambassador and at the
same time earns Rs. 400 in airtime. The new Jazz customer will also get Rs.100 free airtime.

• Mobil ink’s Nokia 9500 offer.

• MOBILINK-AVIS partnership: Mobil ink joined hands with AVIS, a global brand and the world’s leading
car rental company to offer discounted car rental rates(locally as well as internationally) to all Mobilink
post-paid customers. Foreigners visiting Pakistan using the Mobilink network for cellular services were
able to receive a 20% discount on Avis-Car rental Service.

• Mobil ink and UBL launch online bill payment facility for Indigo subscribers.

• MOB- Motorola V3 launch.

• Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Control connections to all Citibank Credit
Card members.

• Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at Mobil ink service center at
Awami Markaz, Karachi. The kiosk was set up in collaboration with Mobile Zone. It gave customers the
added convenience of purchasing quality hand sets of leading manufacturers such as Nokia, Samsung or
Sony Ericson right from Mobilink Service Center. On every purchase the customers would get some free
gifts to add more value to their purchase.

 Business Level Strategy:

As the business level strategy it has focused on differentiation strategy ever since it started. Mobilink
has always made successful attempts to distinguish their products or services from other in the industry.
They make their product unique through: Advertising. Highly creative people in the marketing dept.
Billboards, TV commercials, bringing in famous personalities from media to endorse their packages
Distinctive Product Features. Value added services. Online billing. GPRS enabled. Mobilink also started 3
friend and family number with a charge of 2.25/min still expensive as compared to Ward but giving
incentive to subscriber there is an additional cost of RS 25 to add friends and family number..
International roaming: Bilateral roaming agreements signed with 100 countries around the world to
have true roaming service operational in 151 operators of theworld.Functional Level Strategy New
Technology. Introduced GSM tech- excluding the AMPS. GPRS system – fast and inexpensive. MOBILINK
GSM Short Message Service Center allows Vehicle Tracking and Fleet Management services that are
being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company licensed by Pakistan
Telecom Authority (PTA). Tracker currently operates from Karachi but can provide these facilities at all
those locations where GSM coverage is available. The differentiation strategy is usually targeted at
people who are not particularly concerned with price, so it can be quite profitable e.g. indigo and
blackberry are relatively expansive packages; blackberry is mainly targeted for the business class who
can afford it. In this way, the revenue generation remains high.Mobilink offers tariff plans that are
exclusively designed to cater to the communication needs of a diverse group of people, taking into
account occasional users to businessmen. To achieve this objective, mob offers both postpaid (Indigo,
relatively expensive) and the prepaid (JAZZ, relatively inexpensive) solutions to their customers.

 Differentiation Advantage:
• Because Mobil ink target the customer groups they offer tariff plans that are exclusively designed to
cater to the communication needs of a diverse group of people, taking into account occasional users to
businessmen. To achieve this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ)
solutions to their customers.

• The marketing department immediately identifies and responds to the customer needs and comes up
with interesting marketing strategies.Mobilink is the first cellular operator to introduce the “franchise
“concept in the cellular industry in Pakistan and currently operates the largest franchise networking
Pakistan with over 250 franchises/national distributors (dealers operated service centers). In order to
extend its reach even further, Mobil ink worked with its franchisees to develop a network of over 500
sub dealers, these operate as point of sales (POS) and are branded “Mobilink Connect”. Each franchisee
inadequately equipped to process sales, collect bills and offer customer services. All franchises have
trained sales and service staff fully capable of tackling sales challenges.

 COMPETITION WITH OTHER CELLULAR NETWORKS:

Currently, the mobile sector is undergoing intense competition among the five mobile Operators. Value
Added Services have become Important over last two years. In Pakistan’s competitive and heated
mobile market operator’s survival lies in getting into new areas exploring new Value Added products,
and providing better quality ofservices.This is only possible by rolling out networks and be the first to
reach untapped Population of the country. Out of 376 tehsils across Pakistan, almost 77 % are covered
with mobile networks. 35 30 25 Mobilink 20 Telenor 15 Ufone Zong 10 Warid 5 0 Market ShareIn 2005
there were less than 2000 cell sites erected by all mobile operators all together for provision of mobile
services. Today total Cell sites of all mobile operators are more than 17,500.In 2010 the share of each
company in mobile market exhibited a Change, except forUfone whose subscriber share remained more
or Less the same. Mobil ink kept unloosing its share for another year in favor of Telenor and Zong
despite its secure subscriber base, Whereas Warid share in the market has dropped significantly. 8000
7000 6000 5000 Mobilink 4000 Telenor 3000 Ufone 2000 Zong 1000 Warid 0 Cities/ Towns/ Villages
covered by the company.

 Management Functions:
Planning (Selecting goals & ways to achieve them)  Goals are set by parent company.  Strategic goals
are set by 4 think tanks within an organization in contact with foreign think tanks in Egypt  Every
employee work individually to achieve common directed goal in autonomous (as long as it can be
stretched) way.  Hive mentality method (every employee think alike), follow target achieving method.
Controlling (Monitor activities and make corrections) Reporting is mechanism of monitoring.  President
reports to Parent company.  Employee empowerment, delegation of authority (span of control).  Each
employee has autonomous control, no need to follow hierarchy/chain of command in order to make
correction and confirmations, can contact management personnel at top in case of need and urgency
and make corrections by themselves whatever the position.  Monitoring activities as responsible
employee within the specified limitations/goals but specified limitations/goals have enough elasticity. 
little direct supervision (Org structure) leading (Influence)  Leaders of team/departments in major
cases/scenarios follow consensus.  Take consideration of suggestions, feedback of each employee in
teams for better outcome.  Very friendly leaders with high communication skills to convey ideas /
orders back and forth.  Increasing motivations and participation. Organizing (Assign responsibility for
task accomplishment)  Department based task, e.g.  marketing department deals with competition. 
Finance department deals with financial matters of the company.  Customer care deals in support
center, call center, service center (franchise, charity etc.)  Strategy department deals in planning. 
Sales department deals in sales.  HR department deals in workforce decision.
 ORGANIZATIONAL STRUCTURE OF MOBILINK:
Although, all departments in an organization play a vital role in achieving goals and objectives. Mobilink
has cross functional teams, decentralization, low formalization, open communication network, minimal
formal rules, and wide span of control. Yet the major departments are as follows:
MarketingFinanceHuman Resources Customer CareStrategySales.

 CORPORATE SOCIAL RESPONSIBILITY:

Our Commitment to Tomorrow Community Mobilink assumes its responsibility and obligation towards
society and has proven itself as one of the most responsible corporate. Mobilink identifies and supports
needs, causes and necessities of the society. Each year, Mobilink and its staff contribute significantly to
charities and community projects to help bring about a better quality of life to the less privileged in the
community and enrich the lives of Pakistanis. Voluntary donations are collected regularly and Mobil ink
employees have dedicated 250 hours per month to voluntary community welfare work. In addition to
various donations for community projects, Mobil ink is a partner organization of Rossini Homes
supporting their cause by providing monetary assistance for a new youth housing block as well as media
support for a fundraising campaign. At the inauguration of the Mobil ink block held on November 6th
2007, a further commitment for financial support of the top12 students of Rossini Homes has been
made. Disaster Relief When the devastating earthquake of 2005 struck the Northern areas of Pakistan;
Mobil ink was amongst the first to respond to the crisis. In addition to immediate emergency relief
efforts, we have expanded our support to sustainable projects that aim to rebuild lives and communities
affected by natural disasters.Mobilink are also engaged in rehabilitation and reconstruction activities
inChamman Kotli Nawab Khan Village. The rehabilitation includes construction of172 houses, providing
infrastructure and a water supply system for the residents of the village. Mobilink is supporting the
construction of 50 houses in this village, with a total commitment of Rs. 20 million to the project.
Education Mobilink currently supports the building of schools by the citizen foundation (TCF), one of the
largest non-profit organizations working in the field of education in Pakistan. In December 2006, on
reaching the milestone of 20 million subscribers, Mobilink announced a financial commitment of Rs.20
million for the construction of schools in collaboration with TCF in under-developed areas of Nathalie,
Lahore and Taiser Town Karachi. It has at present expanded its network of purpose-built schools for
deserving children to 311 units, educating almost 40,000 children all over the country. Health Mobilink is
determined to play its part in improving access to health services in Pakistan and protecting the most
fragile members of our society.

Pakistan Institute of Medical Sciences (PIMS) Hospital. Mobil ink also supports polio eradication
campaign in Pakistan. Upholding & Promoting Responsible Business Practices Our Commitment to
Employees at Mobil ink we believe that our employees are our greatest strength. We believe in the
development of our employees into well-rounded professionals equipped with entrepreneurial skills
who are adaptable, proactive, articulate, efficient, and responsible. A number of initiatives have been
put in place to achieve these goals. Several activities undertaken by HR are aimed at facilitating
communication within the organization, to promote women and tallow employees the opportunity to
voice their opinion directly to the president and management team. Mobilink also ensures that
employees find a safe, family friendly and healthy environment at their office. Moreover, Mobil ink
offers all its employees the opportunity to take part in the Education Assistance Program, which
encourages individuals to actively participate in financial assisted work-related skills. Our Commitment
to the Environment Reuse and Recycling of Billboard Skins Mobilink is the first and so far the only
corporate organization in Pakistan to implement a recycling program, which uses outdated billboard
skins to manufacture school bags for under-privileged children in the rural areas of Pakistan. Recycling
Office PaperMobilink recycles office waste paper on a regular basis including scrap paper boxes, wires
and wooden boxes. Substantial amount of paper is sold each month to be recycled. Proceeds collected
are used to fund HR PMO community welfare activities. Our Commitment to Corporate Ethics
Adherence to our code of ethics is subject to management attention, with periodic audits carried out by
the Internal Audit Department and reviewed by the Business Ethics Compliance Committee.

 HR FUNCTIONS AT MOBILINK:
Mobil ink is the largest telecom company of Pakistan because it has managed to attract the best
professionals in the industry. In addition, these team players understand their roles and execute their
duties in a way that eases the ride for other team members. To achieve this perspective HR department
has to play the major role and it is the role of HR department to attract, retain, develop and sustain the
top notch work force. This is the first approach regarding the basic role of HR department in Mobilink.
This approach is practiced that give the results of hiring the best and performing on the edge. Second
approach is that HR department is responsible to maintain internal equity by having standard in term of
competition while interacting with market forces (economy and political scenario).HR department plays
a vital role in the success of Mobil ink as performance of organization is based on the performance of
people. The above mentioned approaches are the key concepts being practiced in HR department of
Mobilink. HR Department at MOBILINK-NTO Building.

Recruitment Mobil ink has a separate department for staffing. This department is responsible for taking
all the hiring decisions for the company. They practice different policies regarding recruitment and
selection. One of their policies is that hiring the topnotch professionals from industry and based on their
performance, increments are made. Sources for recruitment: Employee referral is the basic source of
recruitment. 90% of the employees are hired through reference. Other methods for recruitment are also
used but major source is reference. Others may include Advertisements, Job fair, University Graduates
and agencies also. But major chunk working in Mobilink is there due toreference.Models used for
recruitment. Newspapers. References. Job Fairs. Graduates Profile Book Selection:. Initial Interviews.
Written Tests. Personality Tests. Psychometric Test. Final Interviews Types of Hiring. Direct Hiring.
Indirect Hiring Direct Hiring: They use different tests. They apply different psychometric tools to select
the potential candidates. In selection they use XYZ tool. In that tool they give different questions with 1,
2 or 3 answers to the candidate and candidates have choose one number for the answer and then they
give scoring to their answers. They have specific system to get the results of this test with that specific
system they got the exact answers. This test has 60 to 70% of importance to choose the candidate. And
left 30 to 40% is for all interviews and different tests. This kind of hiring they mostly use for the selection
of higher management. Indirect hiring: This type of hiring they have to use for critical position. If
company requires someone immediately for some specific job or some business requirement, the 30

company goes to the third party (some kind of references) or they can give abettor package to a good
working employee of some other company. Hiring of Lower Staff: Hiring of lower staff is mostly on just
their CVs. They just get good CVs shortlist them and after a casual interview they hire the candidates.
Performance and Appraisal sin Mobil ink they have annual appraisal system. Two years back they were
using manual system for performance and appraisals. The employees give the hardcopy of whatever
they have done in a year. And now their system for performance and appraisals has been changed. Now
they have complete online system for this process. Rating satisfactory improvement addition objective,
where they maps annual appraisal. Self-Appraisals Then there is another form which employee has to fill
by himself if whatever he has done in the year for the betterment of the company. Then it goes to 1st
line manager for checking and approving. After his approval the application again goes back to the
employee Training and Development For the purpose of training and development Mobilink takes the
decision of training after applying three main steps to check the need for training and proper way to
adopt for the purpose of training. The three main steps to be followed to take the decision that how
much the decision of training were valid and how beneficial it was for the organization is;. TNA (Training
Need Access). Development. Evaluation The competency based “Training Need Analysis” is divided into
three parts:- Core The core analysis is to be done for all jobs, grades and departments.- Managerial This
type of analysis helps company to check the managerial skills of the employees which are working on
management level.- Technical Technical analysis is to check the job related skills of employees. It is
mostly done in IT department. In all these three types of analysis the employees have to fill the online
applications and for this they give 5 levels to each. After getting the applications filled by employees
they check the current level of employee skills and required level. Now the gap between current and
required level is called “Gap” and the analysis for this gap is called “Gap Analysis”.

Then they get information from all the departments from all the departments’ of their company. Then
they check the required levels of training in different departments and highlight them. The company
design trainings according to these levels. Training: There are two types of training that Mobil ink opt. -
In House Training In this type of training the company uses their resources to train their employees and
get their personal trainers.TrainersThe company hires the panel of trainers for the purpose of training.
They keep the CVs saved in their records and call them according to the need of training.. Public Training
Program There are two types of public training programs.. Local Programs For local programs Mobil ink
gets help from different local institutions to train their employees. Their names are;1. LUMS2. PIMS
(Pakistan Institute of Management Sciences)3. Navites4. MDI (Management Development Institute)5.
Golf Stone International Programs For international training Mobil ink get assistance from; 1. Euro
Matech2. Instead in France3. Informal in Method of Training There are two methods to be followed by
any organization to train their employees;. Informational Method. Experimental MethodMobilink use
both the methods to train their employees. They have made these models for their employees because
they feel that both the methods are helpful. to get knowledge from the trainer as well as they can share
their ideas with each other while working in artificial environment.EvaluationFinally after the process of
training they check wither the goal or objective of the training has been accomplished or not. The types
of criteria to check the accomplishment of objective of training are;. Reactions of Trainees. Learning.
Change in Behavior. The Results. Return on investment.

 LIMITATIONS:
• One of the major limitations we faced while carrying out this research project was the lack of
cooperation on the part of the management of the Mobilink in providing the data.

 CONCLUSION:
• Mobil ink is following all management functions effectively, as it is the subsidiary of Orascom,
corporate strategies are developed and communicated from the top level.

• Region is accountable to the parent company from where instructions are received and applied in the
organization nationwide.

• Mobilink has a friendly environment where each employee is empowered to exercise delegated
powers and has an authority to directly contact the president, if need be.
• Mobilink has research setup that identifies emerging local opportunities and makes suggestions to the
parent organization.

• They are agile to adopt latest technologies, launch innovative products & services, and offer a learning
environment to its employees.

• Marketing team at Mobilink is working at the best of their abilities in designing and executing
distinctive marketing approaches in such a competitive local telecom scenario.

• Vindicated Compensation planning and exquisite retention policies have enabled Mobilink to hire and
retain best professionals in the industry.

• Mobil ink has proven itself as a socially responsible corporate by participating in charity and education
programs that support the poor. 35

 RECOMMENDATIONS:
• Continuous decline in market share and subscriber base in last few years.

• Company’s financial conditions are good even in economic downturn yet have been incurring huge
expenses.

• The Strategies Mobil ink should follow on are: o Adopting innovative technology, mobile wallets and
gift cards product development and mobilizing the brand of Global Expansion in emerging markets o
Market Penetration; concentrate on providing reliable and better services. o Concentrate on Customer
Retention and gaining market share of Backward integration over vendors for reduction in infrastructure
maintenance cost and other expenses.

 REFERENCES:
Wikipedia Article, Mobil ink http://en.wikipedia.org/wiki/Mobilink, date viewed August 8th, 2011 2.
Official Website, About Us http://www.mobilinkgsm.com/about/about.php, date viewed August 8th,
2011 3. Official Website, About Orascom Telecom http://www.mobilinkgsm.com/about/orascom.php,
date viewed August 8th, 2011 Official Website, Vision & Values
http://www.mobilinkgsm.com/about/vision.php, date viewed August 8th, 2011 5. Official Website,
Management http://www.mobilinkgsm.com/about/management.php, date viewed August 8th, 2011 6.
Official Website, Network http://www.mobilinkgsm.com/about/network.php, date viewed August 8th,
2011 7. Official Website, CSR at Mobil ink http://www.mobilinkgsm.com/csr/index.php, date viewed
August 8th, 2011 8. Babar Bhatt’s, Mobile Market Analysis – Mobilink Is Still #1,
http://telecompk.net/2007/10/01/mobile-market-2007-mobilink-at-top, and date viewed August 8th,
2011 9. Mobil ink Project, http://www.scribd.com/doc/9695194/Mobilink-Project, date viewed August
8th, 2011.