As a student of Management Sciences, the project of Marketing Management

given to us was a great experience. This subject and project both gave us great
satisfaction for a confident future. We learned a lot in this subject and the project. It
was quite a different task for us, when meeting new people for information about their
own organization and in our case we met quite interesting and pleasant people
working in their organization. They were cordial, gave answers to our questions and
provided us with required material as well.

Every group member participated actively and divided work between each
other and came up with the most comprehensible work. It was a dedicated effect from
all the group members.

We are greatly thankful to our teacher Mrs Tajwar Ali for giving us great
knowledge about the Marketing as well as the real life experience of market.
 Mobilink is the trademark of PMCL (Pakistan Mobile Communication Pvt.
Limited) and is a joint venture between (CAIRO-ORASCOM and MOTOROLA
Incorporated of USA.

It launched its services in Lahore in August 1994. Currently, it is covering

more than 250 cities and towns. This has involved an investment in the company of
more than US$ 300 million.

Mobilink can proudly boast of being the first cellular service provider in
Pakistan to operate on a 100% digital GSM technology. What makes Mobilink the
preferred choice of its customers is that it provides state-of-the-art Value Added
Services that no other cellular operator offers. A few of these include Short Message
Service (SMS), Mobilink GSM-The News Info-Services, Mobilink G-Mail, Mobilink
Fax & data Services, International Roaming, Secure Communication and Innovative
tariff structures.

The other companies providing mobile phone services are INSTAPHONE,

PAKTEL, UFONE ,WARID and TELENOR. MOBILINK Market share has doubled
during the last six years i.e. from 23% in 1997 to 44% in 2001 and now it has 58%.
MOBILINK have Standard Packages worldwide to develop sense of equality among
customers.

After a cutthroat competition with Ufone, Mobilink is now moving towards

operational profitability after a very long time. Now telecommunication is the world

2
largest growing industry of the world and Mobilink is trying to retain its position as
Market Leader.

In telecommunication industry the market is really volatile. As a student of

marketing the growing and active industry of telecommunication in real sense
fascinates me a lot.

The current market competition is changing. Previously the competition is

between the GSM technology and Analog technology but now the competition really
expanded and reaches to different value added services and quality of service. Now
the number of competitors increased and market style is changed due to heavy
investment in the sector.

First the competition start with two different technology when the Mobilink
started with a new technology back in 1994 and a drastic change occur when Ufone
enter in the market with public sector background and strong investment. A
revolutionary change also occurred with CPP (Calling Party Pay) agreement between
the landline and mobile phone operators.

The market growth was really enormous in last three years and still is growing
very fast. The competition is really tough and Mobilink being the largest in term of
investment and customer base is leading the competition. The marketing style at
Mobilink is really impressive with a lot of new product addition and lowering the
price of product with added benefits with other packages. It gave us a lot of learning
here by studying the market of mobile communications industry from Mobilink.

3
 Our research revealed that Mobilink is at present the most successful operator
in the mobile phone industry. The factors that have enabled it to reach this position
are, Effective corporate strategy (portfolio management), Maximum coverage area,
Latest technology (GSM), Maximum number of cell connects sites, Preference of
corporate customers (A Class). These customers generate 70% of the revenue for
Mobilink, High degree of brand likeness (63%), Considered as a status symbol.
Celebrity endorsement promotional campaigns.

The factors like coverage area, line rent, etc., and more emotional aspects like
brand loyalty and likeness.

The projections based on the industry and individual subscriber growth rates
for the last five-year (source PTA). The result indicated that Mobilink after five years
would have the largest subscriber base, followed by Ufone, Warid, Telenor.Paktel and
Instaphone would have the lowest number of subscribers.

Building ‘customer loyalty’, into the analysis by the end of the year 2007,
assuming Mobilink responds to Ufone challenge in a fairly accurate manner would
still be a market leader with the largest number of subscriber base with Ufone to
follow. Paktel and Instaphone though being the first ones to enter the mobile phone
industry will have the lowest subscriber base.

Whatever the scenario may be, one thing is for sure that happy customers mean
heavy pockets; so whatever these mobile companies have up their sleeves it should be
according to the customer needs. In the competitive world of today where there is a
never ending rat race with everyone trying to be one step ahead or be different, the

4
only thing that matters is leaving an impact in the mind of the customers, so that when
they go out to shop they are able to associate with the product.

Mobilink is the trademark of PMCL (Pakistan Mobile Communication Pvt.

Limited) and is a joint venture between ORASCOM and MOTOROLA. It launched
its services in Pakistan (Lahore) in August 1994.

When Mobilink started its business, INSTAPHONE and PAKTEL were

already in business. In the start due to GSM technological edge Mobilink growth were
really superior. In year 2001 Ufone entered in the market. The competition and CPP
agreement among the landline and cellular operators convert the competition in new
style.

ACHIEVEMENTS:

• ISO 9002 Quality Management System Certification for Billing and

Engineering Departments.

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

the Prepaid platform.

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

hours.

• Once the only cellular service in Pakistan to provide coverage on the M2

Motorway.

5
 • Bilateral roaming agreement signed with more than 250 operators around the
world to have true roaming service operational in over 100 countries of the
world.

• MOBILINK GSM’S 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 operators from Karachi but can provide these facilities at all those
locations where GSM coverage is available.

6
 Mobilink’s current network covers all major cities of Pakistan including
Karachi, Lahore, Islamabad/Rawalpindi, Multan, Faisalabad, Pewhawar, Sialkot,
Gujranwala, Gujrat, Hassanabdal and Rahim Yar Khan. Mobilink has customer base
of more than 26,00,000 customers giving it a market share of 58% in terms of the
number of subscribers. Mobilink sells both mobile phone set and phone connections,
But its main business is to generate revenues by selling the airtime.

During the last five years, Mobilink has set up one of the largest cellular
networks in the country. Currently, it is covering more than 250 cities and towns. This
has involved an investment in the company of more than US$ 300 million. It has 9
Switches and more than 1000 cell sites across the country and plan to add about the
same number of cell sites in the next two years.

PRODUCT LINES

Mobilink is dealing in
• Handsets
• Airtime Selling

The main product line is Airtime selling i.e. the cellular operations. Mobilink
has two kind of products for Airtime Selling.

1. Prepaid Packages (Jazz)

2. Postpaid Packages (Indigo)

7
 Mobilink is being divided into several departments i.e. Marketing, Sales,
Finance, HR, Admin & Public Relations, Engineering and Govt. Relations.

This distribution helps Mobilink to better perform its functions and efficiently
deliver its services to its customers. It also helps to maintain its position as a leader
and increase its customer base.

At Mobilink, the belief is that ‘Our people are our greatest asset.’ They take
great pride in acknowledging the contribution each one of the salesmen makes.

• Mobilink focus on People Development and for that they ensure:

• Staff Mobilink with world class Professionals and ensure that the right
systems are in place to encourage them to develop to their full potential.

• Create a collaborative and mutually supportive work environment that

encourages people to grow.

• Build a team of professionals who deliver expertise by participating in

business decisions.

• Develop Performance Management and reward systems underlying our

Business strategy.

8
 President

Vice President

Sales Department Marketing

Department

Finance Department Human Resource

Admin & PR Engg. & Opr.

Department Department

Govt. Relations
Department

9
10
 Marketing department comprises of more than 70 hardworking, high profile
and energetic marketers. The department is distributed in different parts to harmonize
the work. The work ranges from new product development to launching of new
product commercially. The Chief Commercial officer is Mr. Rashid Khan who handles
the Pakistani market in very enthusiastic manner by applying its experience of
telecommunication sector.

Mobilink is a high profile Brand and the people are really sensitive to maintain
the brand loyalty. Although that in previous days market jumped in a very
unpredictable manner but Mobilink not only maintained its customer base also
increase its customer base in a real accelerated manner.

Mobilink is now a market leader with highest number of customers and

investment and achieving really impressive milestones of business as well as
technology. They are providing high-grade value added services and creating much
more from their product creators. A continuous research is going on for the new
technological products the best satisfaction to its customers.

11
 Chief Commercial Officer

General Manager
Marketing

Product Manager Customer Loyalty And

Retention Manager

Pricing And Packaging Product Development

Manager Manager

Distribution Manager Promotion Manager

Brand Manager

12
PMCL . (Pakistan Mobile Communication Limited) is the market leader in providing
state-of – the art communications solutions to more than 2.6 million customers in
Pakistan. Mobilink can proudly boast of being the first cellular service provider in
Pakistan to operate on a 100 % digital GSM technology. Using mobilink’s digital
system means that your calls go through more easily and your conversations sound
better and all your communications are secure.

“ To be a superior communications service company in Pakistan which provides the

best value to its customers, employees, business partners and shareholders”

GSM :
Mobilink has chosen Global system for mobile communication- GSM; it is the
word’s leading digital technology for cellular communications.
GSM is the standard that is being used in more than 120 countries by nearly 80 million
people. By using GSM technology, Mobilink provides unprecedented levels of clarity,
performance and reliability and offer far greater capacity than previous technology.

GSM VS ANALOG :
There is simply no comparison! How can Mobilink be so much better and
more secure than anyone else out there? Easy. Mobilink is not like ordinary cellular
because it simply doesn’t share the same technology. Mobilink operates one of the
first 100% digital communications network in Pakistan that gives superior voice
quality, greater security and an impressive array of useful features.

13
For example, consider the poor quality of one’s voice communications over a typical
analog phone. Not too impressive, is it? 100% digital is much better as it filters out all
the annoying noises picked up during the call. Which means, one can talk and listen
without being interrupted by static, cross talk and other problems so common on
yesterday’s analog systems.
Mobilink’s 100% digital also lets customer take advantage of the most powerful
encryption technology that guarantees unparalleled privacy and security. It prevents
others from listening in on ones call or intercepting fax and data transmissions. It also
prevents the phone number from being cloned. With Mobilink, privacy and Security
are build-in.

HANDSETS :
Mobilink offers a selection of latest GSM mobile phones that are 100% digital
and support CLI (Caller line Identification). Features vary from basic functions like
Call Waiting to advance features like fax, date and e-mail Based on customer need.
One can choose Warranted phones from world famous brands like Motorola, Nokia,
Ericsson, Siemens and Philips.

SIM CARD :
A unique GSM SIM Card that stands for Subscriber Identification Module drives
Mobilink’s services. This is an ingenious and intelligent component made available
by Mobilink. This small, removable memory card slides into phone and makes the
handset customer.

SIM Card has a computer chip that can store digital information, including owns
personal phone directory, access codes, text messages and the information phone
needs to operate. Ones SIM Card is unique to him. It may be used in any other GSM
handset but will still be identified to him.

14
 The telecommunication industry is totally based on technical advancement and
research by taking the ideas from the customers and user of the products. Another
thing that is very important is the product designing. Here a Mobilink the product is
specifically designed keeping in mind the customers need and satisfaction.

The product line of Mobilink encompasses

• Handsets
• Airtime Selling
The main product line is Airtime selling i.e. the cellular operations. Mobilink
has two kinds of products for Airtime Selling.
1. Prepaid Packages (Jazz)
2. Post-paid Packages (Indigo)
3. Mobilink PCO
What makes Mobilink GSM the preferred choice of its customers is that it
provides state-of-the-art value Added Services that no other cellular operator offers. A
few of these include Short Message service (SMS), Mobilink GSM-The News Info-
services, Mobilink GSM G-Mail, Mobilink GSM Fax & Data Services, International
Roaming, Secure Communication and Innovative tariff structures.

Mobilink provides a complete range of affordable rates, which would best suit
occasional, regular and frequent callers. What’s more, Mobilink’s choice packages
offer the customer the freedom to choose the customized packages that’s right for him
and it’s the life style.

15
 By choosing any value package, one can also qualify for a host of free value
added services. The services are available to Mobilink customers only.

SHORT MESSAGING SERVICE (SMS) :

For the first time in Pakistan Mobilink introduced SMS is an exciting new service that
can be used both for fun as well as business.

SMS allows sending and receiving text messages from mobile to other Mobilink users.
Also becoming part of the bigger GSM community from more than 100 countries
worldwide. As long as the other party has SMS, one has the advantage of sending and
receiving an unlimited number of messages containing as many as 160 alphanumeric
characters or about 30 words at very nominal cost.

VEHCILE TRACKING :
Mobilink GSM’s Short Service Massage Centre allows Vehicle Tracking and
Fleet Management; service that are being provided by Tracker Pvt. Ltd., under the
brand name of C-Track, a company licensed by Pakistan Telecom Authority. Tracker
currently operates from Karachi but can provide these facilities at all those locations
where GSM coverage is available.

Vehicle Tracking ensures complete peace of mind, a safety with regards to the
vehicles and the passenger as one knows that his car is being watched at all times.

One can get a minute-by-minute report of his vehicle’s movements on his

mobile phone. It also eliminates that changes of theft, car jack, or misuse.

16
CALLER LINE IDENTIFICATION (CLI) :
It displays the caller’s number on your mobile screen, so you know who’s
calling even before you answer the call.

Power Tools :
Mobilink GSM phone has been transformed into a information center. It will
now keep you updated with the latest headlines, weather updates, stock index,
entertainment news, horoscopes, sports and more, anytime, anywhere in our coverage
areas. Power Tools are by default activated, once you get connections, and will bring
to you all the information that you can think of, on your very own Mobilink GMS
phone.

Moreover, Mobilink’s exquisite offering of PowerTools SIMs will now enable you to
retrieve any information without even remembering the short codes, making use of our
services easier than before. PowerTools Sims, have an additional menu programmed
on them by default carrying the complete portfolio of our value-added services. You
can retrieve your desired information using this menu driven application on standard
SMS charges (applicable as per package plan).

Fax and Data Services :

Data Service makes working on the move a lot easier and so much more
convenient, so that you don’t even have to step into your office to stay in touch with
the corporate world.
For using Data Service, simply connect your handset to your laptop, or even
palmtop, and you are ready to get what you need from your corporate or personal
databases. This service could also be used on Notebooks, PCs or PDA that are cabled
to a GSM phone through a PCMCIA card.

17
 Exchange corporate e-mails with your colleagues to share your news and all
the latest developments or explore the Internet to say on top of what’s happening
around the world, and ahead of the competition.

Imagine, if you were a new business director about to make a presentation to a new
client in a new location. You could access your corporate Intranet or network to
download relevant files and data, or simply read and respond to your e-mails to make
sure you are right up to date with the latest developments.
You don’t even have to change your SIM Card in order to activate this service
on your phone, the data number will be issued on the same SIM that you use for your
voice communication.

G-MAIL :
This is an added benefit that your friends, family and colleagues can now sent
you e-mail of up to 160 alphanumeric characters on your mobile from anywhere in the
world using their own e-mail accounts. You get your own G-Mail address:

0300(Your Mobilink GSM number)”mobilinkgsm.com, which becomes your mobile

e-mail ‘G-mail’ account. This service is available for Post-paid subscribers only.

The other value added services include Mobitunes, Bolo SMS, Mobi-Safe, Jazz Budjet
etc….

18
INTERNATIONAL ROAMING :

Mobilink’s International Roaming facility is the only true roaming service

available in Pakistan on a GSM platform. You can stay in touch with your friends,
family and colleagues while travelling abroad.

Mobilink has pioneered the use of Pakistani cellular phones abroad and a
present happens to be the only GSM operator in the country to provide true
International Roaming around the world. Currently our network covers more than 67
countries across the globe with 175 Roaming partners and this figure is expected to
exceed 200 operators in the near future. Our coverage extends over major states of
USA, Canada and almost all countries in Europe, Middle East, Africa and Australia.
These recent Roaming Agreement with Voice Stream, USA had let to an extensive
coverage across 46 States in North America. Also, there roaming partnership with
Thuraya has further enhanced our network coverage. Through Satellite
Communication. You can now use your Mobilink connections in areas where there is
no GSM coverage.

They are in the process of launching more operators worldwide to ensure that
they cover those regions where they currently do not have any coverage. This is
addition to the countries where They have Roaming Partners but there is a demand for
further network enhancement to improve the quality of coverage.

19
MOBILE BANKING :

M-Banking is a combined effort by MOBILINK GSM and Muslim

Commercial Bank in order to maximize the ease and the satisfaction of their respective
customers by offering them all banking services from their very own mobile handset.
Now Mobilink GSM & MCB customers will not have to go to bank for their
enquiries and transactional information but they can get the required information by
using their SMS from their mobile phones. This time saving activity is another service
being offered by Mobilink to facilitate their customers.

STANDARD CHARTERED M. BANKING :

Mobilink has launched banking services Standard Chartered Bank, in an effort to

further facilitate our valued customers. All Standard Chartered customers who are also
Mobilink subscribers can avail this service. Customers would need to fill in a SMS
M.banking Registration form available at Standard Chartered Branches or download it
from the link below, and drop the forms at Standard Chartered Branches.

How to use this service?

Simply by sending an sms to 722 from your mobile phone you can receive updated
information of your account.

20
Credit Cards Services :

Description Service Code

Available Credit CL (Space)****
Current Balance OB (Space)****
Minimum Payment MP (Space) ****
Mini Statement (last 5 txns) FT (Space) ****
Last statement on E-mail SE (Space) ****

Branch Banking Service :

Description Service Code
Account Balance Enquiry AB (Space) ****
Mini Statement (Last 5 trans) MS (Space) ****
Last Statement on E-mail SM (Space) ****

Other Services :
Description Service Code
Activate Mbanking Services RG (space) [New Pin]
MIN Code change PC (space) [new Pin] (space) [Old Pin]
Help HL (space) ****

**** Please enter your 4 Digit Pin Code (e.g. 9999)

So, now no need to worry about your financial status anymore. Benefit from this great
financial solution of the future right now and start banking anytime from anywhere.

SMS charges: Normal SMS charges, as per package plan apply

TV – SMS :
Mobilink is the pioneer in launching SMS to TV messaging in Pakistan. During
August, we successfully launched such a service with ARY’s The Muzik digital, in

21
which Mobilink subscribers could sent greetings and messages from their mobile
phone which were displayed on the channel in real time.

Since our initial Launch, we have added World Call Channel I as well. Following are
descriptions of the typical services offered on these channels, but be sure to tune in to
find out what else you can do with your Mobilink phone!!

The Muzik :
Short code: 191
The campaign will allow Mobilink customers to send personal greetings to their loved
ones through The Muzik’s short-code; these messages will be aired live in a scroll on
The Muzik. Pricing: Premium priced at Rs. 5 + tax for both prepaid and post-paid.

World Call Channel 1 :

Short code: 166
The total voting duration is three minutes. The top songs (based on the number of
votes they get) are played once the countdown timer reaches zero. This voting activity
is divided into two categories. Urdu and English.

Games :
Hawae (Memory Matching games with fireworks effects)
Dart Wali Games (Local theme base target dart game)
Bumpers (Action dodging car game)

Model Shoots :
Slide show with background music of latest celebrity icons

Astrology :
Daily 9 category complete Horoscope

22
Moderated TV Chat – 2 hours
Pricing: Premium priced at Rs. 5 + tax for both prepaid and postpaid.

Indus TV :
Details of the respective TV-SMS Campaign will be aired on the channel during the
transmission.
SMS to TV on Indus TV: 194

Indus Music :
In line with the young and energetic character of Jazz, we want to strengthen ties with
the local music scene and use this as a platform for the promotion of our brand. Given
these objectives, we have branded a popular music Chart show on Pakistan’s leading
music channel ‘Indus Music’.
First episode of the program has aired on May 9th, 2004 at 19:30 and will run on a
weekly basis for 6 months.

Large Account used: 194

Keyword used: ATJ
Syntax: The users will SMS song request with following format ‘ATJ
<Song Id>’ to the Large Account 194.

SMS Price: Rs. 5+tax

Indus TV will run ticker in IM TOP 10 ALL THAT JAZZ program that display songs
ids along with the message sending machines.

GEO TV :
Details of the respective TV-SMS Campaign have aired on the channel during the
transmission.

23
SMS to TV on Geo TV: 190
COVERAGE :
Mobilink provides you nationwide coverage in over 250 cities. For details
see our network coverage chart below, or call 100 from your Mobilink phone.
The network coverage charge is divided into three Main Categories according
to the geographical location of the cities in Pakistan. These regions include
COVERAGE TYPE:
The coverage type of our service is divided into three main categories which are as
follow: -
1. PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area).
2. INDOOR SPILLOVER Coverage (High coverage level in adjoining area).
3. OUTDOOR SPILLOVER COVERAGE (Medium coverage level in
adjoining area).

24
Pricing and Packaging at Mobilink :

In telecommunication industry pricing is a very complex issue. It considers

different aspects while preparing different package plans. These factors are
• Target Markets,
• Demand in Market
• Competitors strategy,
• Cost Coverage
• Cast Flows and
• Customers Satisfaction

PMCL 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, it offers both post paid (indigo) and the
prepaid (Jazz) solutions to our customers.
In addition to providing advanced voice communication services, Mobilink also offers
cost efficient data services to its customers. Keeping in mind customers convenience,
it also deals in mobile handsets, sold either independently or bundled in All-in-One
Packs.

25
POSTPAID PACKAGE PLANS :

Welcome to postpaid lifestyle

“Life whispes, Life Laughs, Life Talks. However, you connect with Life’s infinite
moments a Mobilink indigo connection is by your side. As Pakistan’s favourite,
post paid lifestyle solution, Mobilink indigo is the new complexion of
communication. After all only family really knows your true colours”

Mobilink new Post Paid Package Plan with Absolutely Free Incoming. Supplementary
connections, which have been designed while keeping in mind the customer individual
communication needs both personal as They’ll as business.

RATES OF POSTPAID PACKAGES :

Important Information
Free minutes apply to Indigo airtime only however other charges apply..
Refundable Security Deposit starts from Rs. 1500/- for local, Rs. 4000/- for NWD, Rs.
8000/- for ISD & Rs. 20000/- for international Roaming Services.

* One SMS=160 characters or less. Messages longer than 160 characters will be
charged additionally.

By choosing any one of these simple and easy GSM Value Packages, one can become
a part of large GSM Community around the globe.

26
PREPAID PACKAGE PLANS :

Jazz is an amazing prepaid service that allows a customer the freedom from
monthly bills and gives them the complete control over their cellular expenditure. The
customers decide in advance when and how much want to spend. Load a scratch card
whenever they want to and start talking. Jazz is simple, easy and lots of fun.

Mobilink says that Jazz is extremely affordable, with features like:

• No daily charges in Jazz (Easy)

• Low outgoing rates
• 6 months validity of scratch cards

RATES OF PREPAID PACKAGES

JAZZ TARIFFS

Easy Max
Outgoing calls (24 hours) Rs. 5.75 Outgoing calls (24 hours) Rs. 3.50
Incoming calls FREE Incoming Calls FREE
SMS (per message) outgoing Rs. 2.00 SMS (per message) outgoing Rs. 2.00
International SMS (Per Rs. 5.00 International SMS (Per Rs. 5.00
message) outgoing message) outgoing
Voice mail & CLI FREE Voice mail & CLI FREE
Daily charges Zero Daily charges Rs. 10.00

27
 Mobilink has the most efficient distribution channels that facilitate the sales of
its products and services across the country. These include:
• Mobilink GSM Centres (Pakistan’s first franchised network in telecom)
• Customers Sales Centre
• Franchises
• Retail Outlets

Mobilink have corporate officers in Islamabad, Faisalabad, Karachi and Lahore. It has
a in house sales team of more than 100 employees that mad a very energetic and smart
distribution channel.
Most of the sales are from the franchised dealer’s network, which is the first franchise
network in telecommunication in Pakistan.

THE EFFICIENT CHANNEL FACTORS

Motivation of Channel Members :

The average of proportion of sales by direct and indirect distribution team is

80% and 20% respectively. One of the reasons that indirect channels are more
successful is the resources owned by the dealers and their penetration in the Pakistan
current market and for the efficient channel company gives high rate of commission
which motivate the dealer to do work happily for the company sales and growth as
well as their Brand loyalty. These are some other approaches to motivate the member
of distribution channel like giving them high margin, Free connections for office
people or special discounts on the connection or on air time.

28
Evaluation of Channel Members :

About 25% of total operating expenses is the commission of indirect distribution

channel i.e. the dealers. As company is giving high per portion of commission, so the
company expects from its distributors, i.e.
• High sales
• Good customer support services
• Loyalty

PROPORTION OF SALES THROUGH DIRECT AND

INDIRECTCHANNELS

29
 Competetion

Current market share with respect to other competitors

SUBSCRIBERS
Growth
Mobilink Ufone Paktel Instsphone Telenor Warid Total
Rate
2000 114,272 80,221 112,000 306,493 15.39
2001 309,272 116,711 96,623 220,000 742,606 142.29
2002 800,000 350,000 218,536 330,000 1,698,536 128.73
2003 1,115,000 550,000 319,400 420,000 2,404,400 41.56
2004 3,215,989 801,160 470,021 535,738 5,022,908 108.90
2005 7,469,085 2,579,103 924,486 454,147 835,727 508,655 12,771,203 154.26
2006 17,205,555 7,487,005 1,040,503 336,696 3,573,660 4,863,138 34,506,557 170.2
July-2006 18,321,599 7,884,703 1,121,821 316,000 3,887,774 5,246,565 36,778,462 -

Aug-2006 8,356,668 1,458,008 302,000 4,262,599 5,632,685 39,193,806

19,181,846
Sep-2006 20,315,739 8,860,406 1,507,446 285,000 4,597,008 5,936,603 41,502,202
Oct-2006 21,273,333 9,032,745 1,557,418 262,000 5,172,966 7,054,115 44,352,577
Nov-2006 22,034,166 9,646,958 1,384,534 250,000 5,833,071 7,276,533 46,425,262
Dec-2006 22,375,404 10,016,897 1,327,580 329,581 6,624,896 7,614,778 48,289,136
Jan-2007 23,228,708* 10,556,563 1,055,134 320,208 7,607,269 7,915,591 50,683,473*
Feb-2007 23,882,013 10,886,123 1,030,883 314,871 8,344,570 8,425,693 52,884,153
Mar-2007 24,648,917 11,597,183 1,032,982 310,756 9,070,802 8,956,461 55,617,101
* Revised

According to the ratings of PTA (Pakistan telecommunication Authority)

Mobilink is the leader as far as the market share is concerned.

30
FREE OFFERS :
Free AnsaCall (Voice Mail) that takes customer messages when you cannot, or
choose not to attend a call (only retrieval and deposit charges of Rs. 1.25 per message
per 15 second apply).

Call waiting makes sure you don’t miss a single call if you’re already busy on your
mobile.
Moreover, you can change your package plan once every month, absolutely free.

THE NEWS INFO SERVICES :

Now Mobilink phones can be information centers with the help of Mobilink
GSM Infoservies, one can get several news updates on demand e.g.

• Headline News
• Breaking News
• World News
• Weather Updates
• Currency Exchange Rates etc.
• Stock Exchange etc.

AFTER SALES SERVICE :

Mobilink’s After Sales Service is always in motion. Its 24 hour, seven days a
week Help-line is available for assistance, inquiries, information and all emergencies.

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 It also offers free of charge repair services for customers who have bought
their handsets from Mobilink till their warranty period expires. It also extends repair
services at nominal cost to customers who have bought their phones from elsewhere.

In addition to the repair services, it also provided one-month warranty on these

phones.

CUSTOMER SUPPORT :
At Mobilink, the Customer always comes first. They, therefore, focus all their
initiatives, strategies and operating procedures with the customer in mind.
Their customer is a logical extension of the Customer First approach.. to provide
quality services… not merely to meet their customer’s expectations but to exceed
them… Most of customers’ queries are answered in the Frequently Asked Questions
(FAQs). The customer can also contact Mobilink’s regional offices or dial 24 Hours
Customer Care 100 for indigo and 111 for Jazz from any Mobilink handset. The Help
Line assist the customer at all times. Alternatively, the customers can also E-mail
Mobilink for his queries.

RETAINING CUSTOMERS :
Building Strong Relationships with customers is key factor in Mobilink’s
success. Not only providing better services to customers but also by delivering greater
value to them does this. Continues research and development has made Mobilink
packages strong enough to compete in stiff competition and this research is the bases
of launching new products / packages. It GSM Digital Technology has still no match.
Mobilink is providing a number of services e.g. SMS, CLI, Call Waiting, Call transfer
and much more.

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 Mobilink never leaves its customer orphaned, Once a person becomes
Mobilink customer, he enters into a new circle of friendship, compassion, satisfaction
and contentment. These salesmen pay continuous visits to qualified prospects and to
the people who didn’t purchase any package.

Follow up is the key to success in today’s business environment because once

you visited a person and he did not purchased your package at that time due to some
reason, now he is in need of our product but you are not available and another
salesman visits him at that time and captures him. On the other hand once you sold a
product to some person and never contacted him again and he had problems in using
your product, even those problems were minor, that person will not only be lost but he
also will tell this ignorant behaviour of your company to other people and the goodwill
of your company will be lost and the Brand loyalty for which Mobilink Strives hard,
goes in vain.

Mobilink salesmen put emphasis on their account penetration. They build long
after sales relationships with their customers. They keep updating their customers with
the information about the technological changes and new packages introduced. They
make phone calls to their customer on important occasions e.g. Eid, National Day,
client’s promotion etc.

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 Mobilink GSM is proud to announce an exciting Rewards Program for its
highly esteemed and loyal customers. This program offers our customers an
opportunity to avail a wide range of rewards, for the simple reason of using services.

“In keeping with our commitment to put more value within your reach,
we are constantly striving to provide our customers with exciting new Value
Added programs.”

Mobilink Rewards Program gives the added benefit of earning points every
time you see your Mobilink GSM phone, which in turn can be converted into exciting
gifts.
This section displays the list of rewards that can be redeemed against the points
you accumulate. Each minute that you talk on your Mobilink GSM phone will bring
you closer to the many rewards enlisted ahead in the section.
Keep talking, we look forward to lasting and successful relationship.
• Happy Eating
• Happy Clothings
• Happy Gifts
• Happy Times
• Happy Homes
• Happy Reading
• Happy Walking

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 • Happy Holidays
• Happy Watching
• Happy Living

Advertisement play most important role for the promotion of company in such
competitive market. So, Mobilink is using different advertising strategies as well as
they are spending more portion of marketing budget in the advertising. The major
advertising company of Mobilink is Orient McCANN ERICSON which advertise the
Mobilink through media.

Orient Mccann Ericson is Pakistan’s number one advertising agency. And are very
well known for their innovative skills for marketing.

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 In future the Management of Mobilink is going to take a number of steps. 95
million US$ investments are to be made in Mobilink to support in 2001 expansion
program.
The launch of new Prepaid Star Package (a normal package in a ready made
connection for the user which a user can scratch any time from any place in no time.
With increasing usage of the Internet and the convergence between data and
cellular technologies, Mobilink’s focus is on the integration of Internet with its cellular
offering. With this objective in mind, Mobilink plan to invest heavily in Value Added
Services, which will result in increasing the efficiency and effectiveness of cellular
communications for our customers. These include;
• Voice to SMS.
• E-mail Banking and mobile commerce.
• SMS to pager.
• Bill retrieval via SMS.
• Picture messaging and music
• Personalized service like Wake-up and Reminder calls.
• Bill presentment on the web site.
• On-line bill payment facility for customers.
• Wireless Application protocol (WAP) Services for customers to access

“Internet application on WAP enabled Mobilink handsets. With all these

efforts the existing Market share is expected to become threefold”

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 The major problem, Mobilink is facing these days is the quality of its service
due to some infrastructure problems. As Mobilink is totally technical industry, the
forecast and all market research must comprise of technical data and must based on
technical research.

The market forecasts after the CPP agreement,. When the forecasted sales of
one year was there in just two months. The marketers estimation was not based on the
actual experiences of countries, which are running with CPP agreements, and thus
they made a wrong prediction and for which the result was a large number of
dissatisfied customers.

This was not an end, even after that they didn’t handle the situation. They and
didn’t respond the market in a positive manner as b admitting the fact that at that
moment they are not providing good services due to some technical reason and in
future create a long time customer relationship.

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