ANDREW FAITH - Assignment On Multilinks

ASSIGNMENT - ANDREW FAITH UJ/2017/MS/0599
ASSIGNMENT
STUDY DONE ON
MULTI-LINKS MOBILE PHONE AND TELECOMUNICATIONS
BY
ANDREW FAITH
UJ/2017/MS/0599
DEPARTMENT OF MARKETING,
FACULTY OF MANAGEMENT SCIENCE
UNIVERSITY OF JOS
JUNE, 2023
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ASSIGNMENT QUESTIONS:
1. Choose a product and identify the problems and challenges of the product. If it is a new
product, identify the target market.
2. Carry out a market survey. The controllable environmental factors and the uncontrollable
market variables. Be conscious of the stages of marketing research.
Identify a product. Indicate primary and secondary data.
MULTI-LINKS TELECOMMUNICATIONS LIMITED.
Multi-links is a private limited liability company incorporated in Nigeria in 1994 to provide
telecommunication. Multi-links Telecommunications Limited has been at the forefront of the
telecommunications revolution that has swept across Nigeria in the last few years, having been
the first PTO to be licensed in 1996. The Unified license was awarded to Multi-links in 2006
which permits Multi-links to provide the full range of telecommunications services over a broad
range of technologies. Telkom SA, the largest integrated communications operator on the
African continent, acquired 75 per cent of Multi-links Telecommunications Limited in May
2007, and purchased the remaining 25 per cent in December 2008.
The company offers an exciting bouquet of superior telecommunication services that
encompasses the very best of voice, high speed data, internet and other innovative value added
services to individual subscribers while also providing unequalled business solutions to both
corporate bodies and small & medium scale enterprises in Nigeria.
Multi-links‟ products and services being provided on voice and data platforms include retail and
wholesale services to both end users and operators/service providers. The Company is currently
1
undergoing rebuilding for greater participation in Nigeria‟s telecommunications market. To
support this rebuilding strategy, the tariffs have been further simplified to enable it deliver more
value to customers and the network is currently being optimized to serve customer base better.
Multi-links’ Business Plan reflects a focus on its profitable turnaround strategy, by selective
penetration and targeting of medium to high-end customer acquisition and retention.
Multi-links Telkom was one of the telecommunications service provider in Nigeria. The Company
offered handheld and fixed wireless telephone services. Multi-links Telecommunications came into
Nigeria in the early 2000's. And their services were widely accepted by Nigerians based on the fact that
it brought a new phase into the telecommunications system of Nigeria back then.
PROBLEMS AND CHALLENGES ASSOCOTED WITH MULTI-

LINKS TELECOMMUNICATIONS LIMITED.
Multi-links-Telkom was one of the pioneer of CDMA (Code Division Multiple Access)
operators in Nigeria. Multi-links Telkom Limited was at the forefront of the telecommunications
revolution that swept across Nigeria many years back, having been the first PTO to be licensed
in 1996. The Unified license was awarded to Multi-links in 2006 which permitted Multi-links to
provide the full range of telecommunications services over a broad range of technologies.
Telkom (South Africa), acquired 75 per cent of Multi-links Telecommunications Limited in May
2007, and purchased the remaining 25 per cent in December 2008, and profitability for ourselves
as a business by utilizing our fixed infrastructure here in Nigeria,”
Despite the comprehensive turnaround program of the company in March that year, the CDMA
business in Nigeria was still facing stiff challenges in a highly competitive environment,
requiring scale to successfully compete. Despite recent intervention, Multi-links operating
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revenue decreased by 1.7 per cent. The subscriptions and connections revenue of the company
decreased 18.2 per cent due to termination of access fees as a result of increased competition.
The traffic revenue decreased by 24.6 per cent mainly due to decrease in traffic volumes and
higher churn rates.
With Telkom out of the deal, Multi-links was relegated to the background while a few Nigerians
in the management of the company continued to salvage what is remaining of the company to
sustain their services to a few loyal customers still on the network.
More facts have emerged as to why Telkom South Africa, which controls 100 percent share in
Multi-links Nigeria, had to quit the Coded Division Multiple Access (CDMA) business in
Nigeria, hitherto operated by Multi-Links Telkom. The company faced financial crises shortly
after it bought into Multi-Links in 2007, insisting that the CDMA business in Nigeria is currently
facing financial challenges.
Added to the above challenges faced by Multi-links Telecommunications are;
 Too many remote areas did not have access to their service.
 Some and most of their mobiles carry the phone numbers permanently linked to the device.
The loss of the gadget almost means the loss of the mobile number.
 From the above nugget, the choice if a mobile phone is limited since the phone numbers are
married to the phones.
 The phones usually have limited and lower rated versions, android and advanced phones
being out of the field.
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 Multi-links mobiles and telecommunications were not very compatible with other
telecommunication services. For this cause, Multi-Links face the following challenges
related to network compatibility
A. Multi-links used Code Division Multiple Access (CDMA), which was actually better than
GSM; CDMA, a digital wireless technology that uses spread spectrum techniques is globally
acknowledged as the better technology compared to GSM, given its inherent quality in terms
of data speed and capacity. Unlike GSM, CDMA does not assign a specific frequency channel
or time slot to each user but instead, individual conversations are encoded with a pseudo-
random digital sequence. By assigning unique codes to each communication to differentiate it
from others in the same spectrum, CDMA allows many users to occupy the same space time
and frequency allocations in a given band/space, thereby allowing many more people to share
the airwaves simultaneously than do alternative technologies. It is also believed that CDMA
technology is more cost effective for operators as the CDMA capacity advantage leads to
lower tariffs.
Consequently, that Nigeria started the telecom revolution with CDMA operators could have
been seen as a plus for the country. Of course, the likes of Multi-links, VGC
Communications, Intercellular were the darling networks of many Nigerians in the early days
of the revolution with cheaper call rates compared to the new entrants GSM operators whose
SIM cards were sold for as high as N30,000 on entry.
Credit for the first private telephone call in Nigeria goes of course, to Multi-links, which
began slow but now apparent revolution with operations in December 1998. While
Intercellular, Mobitel and EMIS provided ample complementary to the Multi-links operations
on the private telephone operator level in the early days, it was indeed, Reliance Telecom,
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(which would later metamorphose into Reltelwireless and finally into Zoom Mobile), that
came with the commercially competitive edge that placed all operators on their toes. The
company became the first PTO to offer services and operations in three cities in Nigeria,
namely Lagos, Port Harcourt and Onitsha, within one year of commencing operations. It was
an indication that CDMA has potentials.
Problem
But it was Starcomms that came with a bang. Starcomms did the unexpected by getting listed
on the Nigerians Stock Exchange in July 2008, thus becoming the first and only telecom
company to be listed on the bourse. With the slogan „We Speak Your Language‟ and a couple
of near-smartphones sold for the first time on a CDMA network, Starcomms wormed itself
into the heart of many Nigerians, overtaking the pioneer operators (Multi-Links) in terms of
subscriber number and started rubbing shoulders with the GSM operators.
B. But the enthusiasm around CDMA operators was short-lived; As a result of the eruption of
stiff competition among the GSM operators, prompting each to churn out myriads of
innovative and exciting products for the subscribers and at the same time lowering call tariffs
and cost of SIM cards.
Problem
With such development stated above, it did not take time before the tide started turning
against the CDMA operators.
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From then, number of subscribers on the CDMA networks began to dwindle. Conversely,
GSM operators‟ subscriber base continued to swell up to a point that even the last entrant into
the GSM market could boast of subscribers well above the total subscriber base of Multi-
Links, Zoom Mobile (formerly RELTEL), Starcomms and Visafone.
C. By November 2011, Etisalat which entered the Nigerian market in 2008 to become the
fourth GSM operator in the country had garnered about 10 million subscribers, whereas the
total active lines for the four CDMA operators as at the same period had declined to 4.7
million, according to statistics from the Nigerian Communications Commission.
Problems
Before 2011, many CDMA operators like Intercellular, EMIS, ITN among others, had gone
under, leaving only four operators struggling for survival in that segment. But the down
trend in CDMA would not cease and would eventually consume Multi-Links, Zoom and
Starcomms, leaving only Visafone.
Industry statistics as at January 2015 shows that while the figure of connected lines on GSM
networks has jumped to 138 million, CDMA only managed to have 2 million connected
lines.
D. It would seem that the death of pioneer CDMA operators like Intercellular, EMIS, ITN
among others, did not really spark the concern that there were serious challenges in the
sector until late 2010 when the core investor in Multi-Links, South African Telkom, decided
to pull out from the CDMA business citing unfavorable business realities.
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In fact, in a survey conducted in 2008, it was reported that there was a growing demand for
CDMA despite the domination of the market by GSM technology. Affordability of CDMA
phones and clarity of communication when compared with GSM were cited for this rising
demand.
Problem
However, the reality was laid bare with the Multi-Links‟ case. In an announcement that saw
the exit of Telkom from Nigerian market, Multi-Links Telkom Nigeria‟s Acting Chief
Executive Officer, Vincent Raseroka, had said the decision to exit the market was purely
based on business realities. “It is strategically, financially and commercially challenging for
us to continue to do business in this segment. With a current market share of 2.6 per cent in a
market dominated by the GSM technology, it has become imperative that we explore other
options and chart a new path to growth and profitability for ourselves as a business by
utilizing our fixed infrastructure here in Nigeria,”
He said despite the comprehensive turnaround program of the company in March 2015, the
CDMA business in Nigeria is still facing stiff challenges in a highly competitive environment,
requiring scale to successfully compete. According to him, despite recent intervention, Multi-
Links operating revenue decreased by 1.7 per cent. According to him, the subscriptions and
connections revenue of the company decreased 18.2 per cent due to termination of access fees
as a result of increased competition. Traffic revenue decreased 24.6 per cent mainly due to
decrease in traffic volumes and higher churn rates.
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E. With Telkom out of the deal, Multi-Links was relegated to the background while a few
Nigerians in the management of the company continued to salvage what is remaining of the
company to sustain their services to a few loyal customers still on the network.
But for Zoom and Starcomms, things were not the way it used to be. The revenue crunch
was biting harder and to keep afloat, they began to shed staff. At some point, the few
subscribers remaining on their networks began to complain of lack of service in some areas,
and that was because their transmission radios on collocated base stations have been shut
down due to their inability to pay the required rent. All hopes seemed to have been lost for
all the remaining CDMA operators except for Visafone, which continued to hold the CDMA
ace by introducing some new innovative products, even though things were not rosy.
 HOW THE GOVERNMENT AFFECTED MULTI-LINKS MOBILE

TELECOMINICATIONS
(Last Ditched Efforts to Rescue Mult-Links, MTS, Starcomms)
It surfaced like a ray of shiny light from a cloudy sky, many jumped up in ecstatic hope that at
last, CDMA would not die in Nigeria. That was in 2013 when IT & Telecom Digest broke the
news that a group of core investors had planned to invest $200 million into a new arrangement
that would see Multi-Links, Starcomms and Zoom merged to become one strong CDMA
operator, the company to be named Capcom.
The deal information obtained by the magazine showed that the arrangement had gone through
the necessary process with the approval of relevant regulatory agencies. From the Securities and
Exchange Commission (SEC) to the Nigerian Communications Commission (NCC) and of
course the Nigerian Stock Exchange, all have given their nod to the deal. In the same vein,
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shareholders of Starcomms and other companies involved were said to have given their consent,
thus giving the deal a smooth sail.
The deal document obtained in July 2012, when the plan was afoot, showed Starcomms, the only
listed telco in Nigeria (now delisted from the Nigerian Stock Exchange) was to be recapitalised
with $ 90 million (Ninety million dollars) in addition to the injection of $110 miilion (one
hundred and ten million dollars) worth of assets. Thereafter, three companies, namely;
Starcomms, Multi-Links and MTS would be consolidated to become one.
Highlighting the strong competitive advantage of the new company to be formed, the investors
had noted in the document that “Post consolidation Starcomms will control 20Mhz of contiguous
spectrum, the sweet-spot for mobile broadband services using 4G/LTE technology, which is the
new global standard for 4G. The Government‟s standstill on the allocation of new spectrum until
2015 will be a window of opportunity for Starcomms. With other competitors each constrained
by having not more than 10Mhz of spectrum, currently congested with voice and SMS traffic,
Starcomms is poised to become the market leader in mobile high speed broadband services.”
As part of the strategic growth plan post consolidation, the investors were looking at the
positioning of Starcomms (Capcom) as the first pure-play national data network with emphasis
on Quality of Service. The company was also to enjoy a unique advantage of dense network-
installed infrastructure—of towers/sites. Besides, they will also be targeting SMEs, Small office,
household office and consumers segment of the market, while focusing on controlling 70 per
cent of data market in Lagos.
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As contained in the deal document, the strategy of the investment is “to invest $50 million in the
equity of Capcom, transferable into the ordinary shares of Starcomms PLC—a 10-year
established Nigerian telecoms mobile CDMA operator with spectrum in the 1900Mhz range—
alongside $150 million of equity derived from Capcom‟s existing shareholders.”
“To simultaneously consolidate Starcomms with two other Nigeria CDMA—Multi-Links and
Cyancom, formerly MTS—creating a single national LTE Broadband operator with 20Mhz of
bandwidth in the 1900Mhz frequency range to build from an existing combined 2012 base of
160,000 data consumers each paying $24- $32 per month to a base of 2, 500, 000 data customers
by 2016.” “The $200 million investment funds the acquisition of Multi-Links and MTS;
recapitalises Starcomms and provides it with sufficient capital and liquidity to finance its
existing creditors and working capital; and permits it to expand its existing network through the
introduction of 4G/LTE technology to become a major provider of Broadband services to
Nigeria‟s burgeoning consumers.”
Problem
Unfortunately, the deal remains a paper deal until today. Despite having secured the approval of
all regulatory bodies, the investors could not raise the required fund to seal the deal and that was
how it hit the rock. Today, Multi-Links, Starcomms, MTS and Zoom are practically dead.
However, unlike others who had operated as private liability companies, Starcomms‟ death was
pronounced to the public in November 2014 when the Nigerian Stock Exchange announced its
delisting from the bourse‟s list of quoted companies. This, the bourse authorities said became
expedient because the company was no longer able to fulfill its obligations as public quoted
company.
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Part 2
WHAT IS MARKETING RESEARCH?
Marketing research refers to the process by which an organization gathers information about its
ideal customer and larger market in order to inform the organization‟s go-to-market strategy.
This research might include gathering data from current or former customers, consumers in our
target market, or even marketing activities of competitors.
HOW DOES MARKET RESEARCH HELP A BUSINESS?
Marketing research helps a business by giving it insights into what customers say they like and
dislike, what they say they want. These insights come in both quantitative and qualitative forms
and can play a massive role in empowering a business‟s decision-making.
Marketers play a significant role in both gathering and interpreting the data used in marketing
research. In most organizations, the marketing department (sometimes in conjunction with sales)
has a pulse on the customer base. Marketers are well positioned to actually reach the people
needed to perform market research.
Generally, marketing has the skills needed to interpret the data that comes in through market
research. Companies of any size will have a trained researcher or analyst that assists with
preparing marketing research, keeping results rational rather than reactionary
They role of research in marketing is to derive marketing insights from real data. We love
marketing and marketers—truly we do—but relying on marketers‟ good sense and one-off
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customer interactions is a reactionary, even dangerous, way to operate a business. It‟s much safer
to operate with real market research data backing up your decisions.
The following research will be carried on using Multi-links Mobile Telecommunications.
CHOSEN PRODUCT [AND SERVICE] - Multi -links Mobile Telecommunications.
Multi-links was a Nigerian-based telecommunications company that operated between 2004 and
2014. The company offered a range of telecommunications services, including mobile telephony
and internet services. The Multi-links mobile phone was a device that was sold by the company
as part of its product offerings.
To conduct research on the Multi-links mobile phone, you could start by looking at sales data
and market trends from the time period when the product was still available. This data could give
you a sense of the product's popularity, sales figures, and market share. You could also look at
customer reviews and feedback to get a sense of how users felt about the device.
Additionally, you could study the marketing strategies used by Multi-links to promote the mobile
phone. This could include looking at advertising campaigns, social media promotions, and other
forms of marketing. By understanding the marketing strategies that were used and their
effectiveness, you could gain insight into how to effectively market similar products today.
It's worth noting that given how long ago Multi-links operated, information on the product and
the company may be limited. However, looking at the history of the company and its products
could still provide valuable insights for companies looking to enter the Nigerian
telecommunications market.
13
INITIAL CONTACT OF MULTI-LINKS MOBILE PHONE
Multi-links was a Nigerian telecommunications company that provided mobile phone services to
customers in Nigeria. The company was founded in 2001 and began operations in 2004, with its
services including voice calls, text messaging, and data services.
The Multi-links mobile phone was a popular device used by customers to access these services.
The device was a simple, easy-to-use mobile phone with basic features such as calling, texting,
and some limited internet browsing capabilities.
THE RESEARCH BRIEF
Multi-links was a Nigerian telecommunications company that provided mobile phone services to
customers in Nigeria. The company's services included voice calls, text messaging, and limited
internet browsing capabilities.
The Multi-links mobile phone was a simple, easy-to-use phone with basic features that were
popular among customers. The phone was designed to provide essential communication services
to customers at an affordable cost.
Multi-links faced tough competition in the Nigerian telecommunications market, with other
companies offering more advanced phones and services. Despite this, the company managed to
maintain a loyal customer base due to its affordable pricing and simple user interface.
Overall, the Multi-links mobile phone was a basic device that provided essential communication
services to customers in Nigeria. While it faced competition from more advanced phones and
14
services, the company was able to maintain a loyal customer base due to its affordability and
simplicity.
TITLE: MULTI-LINKS MOBILE PHONE: A REVOLUTION IN MOBILE
COMMUNICATION
Introduction:
This research proposal aims to study the Multi-links mobile phone, a revolutionary device in the
field of mobile communication. Multi-links has developed a new mobile phone that combines the
functions of a smart phone and a traditional feature phone. The Multi-links mobile phone is
designed with innovative features that allow users to use social media apps, make calls, send and
receive messages, and access the internet.
Objective:
The objective of this study is to explore the Multi-links mobile phone, its features, and how it
contributes to the advancement of mobile communication.
Methodology:
This research will use the exploratory research design. Literature review, questionnaires, and
interviews will be conducted to gather data. The research will use a random sampling technique
to select participants for the study. Quantitative data collected through questionnaires will be
15
analyzed using statistical software. Qualitative data from interviews will be analyzed using
content analysis.
EXPECTED OUTCOME:
The results of this study will contribute to a better understanding of the Multi-links mobile phone
and its impact on mobile communication. The study will provide information on the features of
the phone, its user-friendliness, and its contribution to the convenience of mobile
communication. The study may also provide a platform for further research in the field of mobile
communication.
CONCLUSION:
Overall, this research proposal aims to investigate the Multi-links mobile phone as a
revolutionary device in the field of mobile communication. By gaining a deeper insight into this
device, we can better understand how it enhances communication and how it contributes to the
advancement of technology.
DATA COLLECTION – Secondary Data.
The SURVEY method used for this research is based on the secondary data Data Collection.
16
Here are some research questions that can be explored further in this study:
1. How often do you use the Multi-links mobile phone and services? [Per 10]
1 2 3 4 5 6 7 8 9 10
2. Which features of Multi-Links Mobile and Telecommunications are most valuable to you?
Calls and SMS Services Internet Services Video Games and Media Plays
3. How would you compare Multi-Links and its competitors?
poor Fair/ Same Better
4. What important features are we missing from our phones and services?
5. What problems are you trying to solve by using Multi-links Mobile and Telecommunication?
6. What other types of people could find our product useful?
Business men Bloggers Family and Friends
7. How easy is it to use our product?
1 2 3 4 5 6 7 8 9 10
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8. How would you rate the value of Multi-Links Mobile Telecommunications for money?
1 2 3 4 5 6 7 8 9 10
9. How likely are you to recommend this product to others?
1 2 3 4 5 6 7 8 9 10
10. How could we improve our product to better meet your requirement?
PLOTTING
In relation to the above questions, considering the use of secondary Data, the following results
were fetched from analysis of 100 people, and their response were compiled as follows
1. How often do you use the Multi-links mobile phone and services?
Number…
90
80
70
60
50
40
30
20
10
0
1 2 3 4 5 6 7 8 9 10 Rating
18
2. Which features of Multi-Links Mobile and Telecommunications are most valuable to you?
Number of People
90
80
70
60
50
40
30
20
10
0
Calls /SMS Internet Games/Media Features
3. How would you compare Multi-Links and its competitors?
Number of People
50
40
30
20
10
0
Poor Fair Better Comparison
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4. What important features are we missing from our phones and services?
100 Suggestions
80 Suggestions2
60
40
20
Suggestions2
0
Suggestions
Android
Interface SIM Card
Limited
Variety
5. What problems are you trying to solve by using Multi-links Mobile and Telecommunication?
90
Suggestions
80
70 Suggestions2
60
50
40
30
20
Suggestions2
10
0
Suggestions
Call Rates
Call Quality
20
6. What other types of people could find our product useful?
100 Suggestions
80 Suggestions2
60 Suggestions3
40
20 Suggestions3
0 Suggestions2
Business Suggestions
Bloggers
Men Family
Others
7. How easy is it to use our product?
Number…
50
45
40
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7 8 9 10 Rating
21
8. How would you rate the value of Multi-Links Mobile Telecommunications for money?
Number…
50
45
40
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7 8 9 10 Rating
9. How likely are you to recommend this product to others?
Number…
60
50
40
30
20
10
0
1 2 3 4 5 6 7 8 9 10 Rating
22
23
10. How could we improve our product to better meet your requirement?
Series 1
100
80
60 Series 1
40
20
0
Involve latest Phones
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REPORTS AND CONCLUSIONS
From the data presentation above, it is the following were observed;
1. Multi-Links Mobile and Telecommunication is the best PTO we have in Nigeria. They are
more effective than others networks.
2. The major challenge is that they could have improved the specifications of their gadgets.
This would have attracted more customers and investors, and therefore more revenue to
spread the network to more places, beating their competitors.
3. Generally, the company went downhill in Nigeria because they stayed too long with
improvements. A consistent energy channeled to the growth of the company would have
not only kept the company on top, but would have grounded the GSM, and therefore bring
in more companies to the use of CMDA network which would have better the live of the
average Nigerian.
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REFERENCES
IT Telecom Digest - Rise and Fall of CDMA in Nigeria (2015)

https://ittelecomdigest.com/
Opera News - Remember Multi-links Telkom? This Is How They Exited Nigerian
Telecommunications System (2021)
https://ng.opera.news/ng/en/business/
Multi-Links Telecommunications Limited -@MultiLinkstelecoms

https://m.facebook.com/MultiLinkstelecoms
26

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ASSIGNMENT - ANDREW FAITH UJ/2017/MS/0599

product, identify the target market.

market variables. Be conscious of the stages of marketing research.

Identify a product. Indicate primary and secondary data.

MULTI-LINKS TELECOMMUNICATIONS LIMITED.

Multi-links is a private limited liability company incorporated in Nigeria in 1994 to provide

telecommunication. Multi-links Telecommunications Limited has been at the forefront of the

African continent, acquired 75 per cent of Multi-links Telecommunications Limited in May

2007, and purchased the remaining 25 per cent in December 2008.

The company offers an exciting bouquet of superior telecommunication services that

corporate bodies and small & medium scale enterprises in Nigeria.

undergoing rebuilding for greater participation in Nigeria‟s telecommunications market. To

penetration and targeting of medium to high-end customer acquisition and retention.

PROBLEMS AND CHALLENGES ASSOCOTED WITH MULTI-

as a business by utilizing our fixed infrastructure here in Nigeria,”

requiring scale to successfully compete. Despite recent intervention, Multi-links operating

higher churn rates.

sustain their services to a few loyal customers still on the network.

facing financial challenges.

Added to the above challenges faced by Multi-links Telecommunications are;

married to the phones.

being out of the field.

related to network compatibility

random digital sequence. By assigning unique codes to each communication to differentiate it

SIM cards were sold for as high as N30,000 on entry.

an indication that CDMA has potentials.

and cost of SIM cards.

against the CDMA operators.

Links, Zoom Mobile (formerly RELTEL), Starcomms and Visafone.

million, according to statistics from the Nigerian Communications Commission.

Starcomms, leaving only Visafone.

utilizing our fixed infrastructure here in Nigeria,”

decrease in traffic volumes and higher churn rates.

 HOW THE GOVERNMENT AFFECTED MULTI-LINKS MOBILE

operator, the company to be named Capcom.

Exchange Commission (SEC) to the Nigerian Communications Commission (NCC) and of

thus giving the deal a smooth sail.

Starcomms, Multi-Links and MTS would be consolidated to become one.

cent of data market in Lagos.

alongside $150 million of equity derived from Capcom‟s existing shareholders.”

introduction of 4G/LTE technology to become a major provider of Broadband services to

Nigeria‟s burgeoning consumers.”

WHAT IS MARKETING RESEARCH?

target market, or even marketing activities of competitors.

HOW DOES MARKET RESEARCH HELP A BUSINESS?

and can play a massive role in empowering a business‟s decision-making.

needed to perform market research.

preparing marketing research, keeping results rational rather than reactionary

to operate with real market research data backing up your decisions.

The following research will be carried on using Multi-links Mobile Telecommunications.

CHOSEN PRODUCT [AND SERVICE] - Multi -links Mobile Telecommunications.

as part of its product offerings.

INITIAL CONTACT OF MULTI-LINKS MOBILE PHONE

services including voice calls, text messaging, and data services.

and some limited internet browsing capabilities.

THE RESEARCH BRIEF

internet browsing capabilities.

to customers at an affordable cost.

TITLE: MULTI-LINKS MOBILE PHONE: A REVOLUTION IN MOBILE

receive messages, and access the internet.

contributes to the advancement of mobile communication.

DATA COLLECTION – Secondary Data.

3. How would you compare Multi-Links and its competitors?