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MOBILINK GSM
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Introduction
Mobilink GSM -Introduction
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multi-national company. It 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. Mobilink prides itself 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 corporates and multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, Mobilink also offers a host of valueadded-services in its Mobilink World brand to its prized customers. At the same time, Mobilink places high importance to its coverage, which is why it covers its customers in 5000+ cities and towns nationwide as well as over 100 countries on international roaming service. Mobilink is also the official telecommunication service provider for the Pakistan Cricket Board (PCB). The company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27 June-2006.
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Mobilink Vision
To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations.
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Achievements
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 100 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 and BlackBerry Roaming services
Societal Marketing
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. 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 through support in local arts, education and sports.
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Mobilink has made various donations to educational institutes. This includes donating computers to the Federal Board of Intermediate and Secondary Education, donating Rs. 100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, and sponsoring the commemorative ceremony for the golden jubilee of Cadet College, Hasanabdal.
Mobilink's alliance with the international Kara Film Festival demonstrates its commitment to the promotion of art and theatre. The festival creates a space for alternative and independent cinematographers, both experienced and new filmmakers, to exhibit their creative endeavors in Pakistan.
Employee Involvement
Mobilink believes in supporting the community not only through sponsorships but also through employee involvement. In addition to sponsorships, Mobilink encourages its employees to be engaged in community welfare work and to support relevant causes.
Earthquake 2005
During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan, Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in all major hospitals to provide free calling facilities to patients and relatives arriving from far flung areas. Goods such as blankets, shawls, jackets were also collected for those affected by the earthquake and Mobilink Relief Teams were constituted to provide aid to the Northern Areas.
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Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, it is covering more than 5000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. Mobilink has 50 Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace. It also has deployed around 3,000 km of optical cable.
Switches Radio Base Stations Intelligent Networks Microwave Equipment Operating Frequency
Siemens and Alcatel Motorola and Alcatel. Siemens NEC and Alcatel 900/1800 MHz
High
STAR.
Low
CASH COW.
DOG
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SWOT ANALYSIS
STRENGTHS The company excels in marketing, sales and customer services. It has the advantage of having a huge and loyal customer base.
WEAKNESSES Network problem is the biggest weakness for Mobilink for which it faces major criticism or complaints. The company is also vulnerable with post paid debts.
OPPORTUNITIES The company has opportunities in the field of wireless and 3G technology. It can also further capitalize on the emerging trend of value added services.
THREATS
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Marketing research
The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. The marketing executive at Mobilink admits that understanding markets and customers is the bedrock on which business planning and strategy is built. Without knowing our customers needs and wants or understanding demand, our business will be under constant threat from competitors and may be failing to extract the maximum value from the market. Mobilink provides excellence in market research through their extensive experience in telecommunication working.
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Step 2: Developing the approach and establishing research design and strategy
Mobilink researchers gather data both by primary and secondary means. The second step is questionnaire development. Surveys are designed with the marketing research objectives in mind. It is made sure that the questions address the needs of the project and all surveys are pre-tested to confirm the survey, instructions and procedures are set up appropriately. The next step is to coordinate data collection.
Discovery
Understanding and identifying the key objectives of the mobile services. Mobile Marketing or Mobile Media or a combination of both? Research and due diligence
Strategic Planning
Identifying and documenting timeframes, milestones and business case
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Creative Development
Creative and campaign development End user experience and interaction design Mobile media production and delivery Integrated mobile marketing and media services
Program Management
Client Services Team End user support Ongoing reporting and analysis Proactive ideas and research Roadmap for client development
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Source Categories
Search engines, search utilities, etc. Financial information sources (Company filings / public & private company data) Newspaper and news resources Patent & trademark resources
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Targeting
The second step of choosing the value is selecting the appropriate target market. Mobilinks target market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at the middle and upper-middle class, while Mobilink World targets the masses with its diverse value added services. It is important to understand that the future of marketing telecommunication services in Pakistan is going to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of full market coverage and develops strategies as per the requirement of the different targeted segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the products are available everywhere. This growth has been further strengthened with brand building activities that have ensured that Jazz and Indigo remain synonymous for premium telecommunication services for which they are close to the hearts and minds of the customers.
Positioning
Developing the offerings value positioning is the last part of choosing the value phase of the value delivery process. Mobilinks catchphrase Mobilink Reshaping Lives tells all about how they want to position the brand in the minds of their target customers. The message they want to communicate to the consumer market is that Mobilink is the best solution for telecommunication and can be trusted to provide communication facilities all across the globe where no other service is available.
Competitive Forces
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Competitive Strategies
Being the market leader, first, Mobilink must find ways to expand total market demand. Second, it must protect its current market share through good defensive and offensive actions. Third, it has to try to increase its market share, even if the market size remains constant.
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A digital medium enabling deep campaign measurement and analysis Mobilink marketers are deploying the mobile to strategically drive customer acquisition, retention and improved relationships to defend its market share. Campaign tactics include as an instant response mechanism to TV and poster campaigns, as a direct medium to drive awareness in targeted demographics and for instant win for on or off pack promotions. Engaging and effective mobile marketing campaigns reflect an understanding of the existing mobile habits of the target market. The unique and personal nature of mobile communication dictates an approach that is clear, actionable, engaging and instantly rewarding for consumers. How does the target market currently use mobile? The effective integration of the campaign across multiple elements of the marketing mix Ensuring a positive customer experience as a key driver for response and uptake Building long term value out of data collection Operating within the regulatory and legal guidelines for mobile marketing
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Company Orientation
While a company has to keep a watch on its competitors, Mobilink strongly favors a customer-centered orientation and considers itself to be a customer-centered company. A customer centered company is in a better position to identify new opportunities and set a course that promises to deliver long-run profits. Same is the case with Mobilink. By monitoring customer needs, it can decide which customer groups and emerging trends are the most important to serve given its resources and objectives.
Mobilink management understands the importance of the marketing mix and its decisions, which must be made for influencing the trade channels as well as the final consumers. The company prepares an offering mix of products, services, and prices, and utilizes a communication mix of advertising, sales
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Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo. Indigo ignited an evolution in the communication industry redefining the essence of the post-paid services in Pakistan. The
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Indigo Offerings
Indigo BlackBerry Citi Mobilink Credit Card Call& Control Indigo Reward Indigo Genie
Target Market
Indigo targets the upper business class that is not concerned with the cost but want convenience, quality and a brand image that suits their personality. Who doesnt want fun or music but want a brand that is Competent and Indigo is well satisfying the desires of its corporate customers. Introducing Blackberry connect through which businessmen can take their office anywhere, share attachments etc. That is why Indigo customers are loyal to the brand and hesitate to switch to other connections. It can be said that Indigo enjoys the benefits of a monopoly in the corporate sector.
Mobilink Jazz
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Jazz Offerings
Jazz Budget Jazz Octane Jazz Ladies first Jazz Easy Jazz Share Jazz Load Jazz Advance
Target Market
Jazz Budget Target market is those young boys and girls who want to stay in touch with their friends and family all the time but with cheaper rates. Happy hours with only 0.40 /30 seconds. Jazz Octane Targets those customers who want to have fun in their daily life........enhancing energy in their personality of youth with low SMS rates, discount rates and lower air time rates for three numbers. Jazz Ladies First
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Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun, but also help its customers with their business needs. Whether it's a Bolo SMS they want to send to a friend or a ring tone they want to download to customize their phone with, Mobilink World has something special for them.
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Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its whole customer base: Mobilink World services are not just fun, but also help you with your business needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to customize your phone with, Mobilink World has something special just for you.
Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right that shall surely set apace the way its consumers communicate at the grass root level. Mobilink PCO is a fixed wireless phone that has special PCO functions capability. It consists of two LCD's that helps customers to keep a tap on the duration and the costing of the calls they make. This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the people throughout Pakistan. It's a complete selfemployment solution for the people of Pakistan, fulfilling their dreams and aspirations. Mobilink PCO does not only give its consumers higher returns on a very low investment but it also creates a world of better prospects in terms of a consistent source of income for them. Mobilink PCO claims Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or the spectacular peaks up north expect unparallel coverage from your Mobilink PCO
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Pricing
Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare to other telecommunication service providers. Having the largest customer base in the country with the fact that its service is available in the remote areas of Pakistan as well, people rely on Mobilink services leading to the fact that Mobilink charges higher compared to its competitors. Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS. 500/ month of unlimited usage which is a treat for GRPS users who want to take their office with them. Mobilink provides them with this facility with fairly reasonable charges.
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Monthly 10
Jazz
Jazz Budget Tariffs Details Rates
Outgoing calls to any Mobilink number during Rs. 0.40 / 30 seconds selected Happy Hour Window * Outgoing to 3 F&F Mobilink numbers Outgoing calls to any Mobilink number Outgoing calls to all mobile networks in Pakistan Outgoing calls to all Landline numbers in Pakistan SMS (Jazz to Mobilink) SMS (Jazz to other networks) Rs. 0.75 / 30 seconds Rs. 0.90 / 30 seconds Rs. 1.25 / 30 seconds Rs. 1.25 / 30 seconds Rs. 1.0 / SMS Rs. 1.5 / SMS
Outgoing calls to any 3 Friends & Family Mobilink Rs. 0.99 / min
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Jazz Octane Tariffs Details Late Night Option - All Mobilink numbers ** Outgoing Calls to any 3 F&F Mobilink numbers* Outgoing calls - Any Mobilink number Rates Rs. 0.75 / min Rs. 0.99 / min Rs. 2.50 / min
Outgoing calls - To Landline numbers (inclusive of Rs. 2.99 / min interconnect charges) Outgoing calls - Other mobile networks (inclusive of Rs. 2.99 / min interconnect charges) SMS - to any Mobilink number *** SMS - to any other network in Pakistan Daily Charges 20 paisas / SMS 50 paisas / SMS Rs. 1.00
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Jazz Ladies First Tariffs Details Outgoing calls - Any Mobilink number (1st Minute) Rates Rs. 2.50 / min
Outgoing calls - Any Mobilink number (2nd minute Rs. 1.50 / min onwards) Outgoing calls - Any Mobilink number ( 3pm-6pm ) Rs. 1.50 / min
Outgoing calls - To Landline numbers (inclusive of Rs. 2.99 / min interconnect charges) Outgoing calls - Other mobile networks (inclusive of Rs. 2.99 / min interconnect charges) SMS based Value Added Services Subscription SMS (Push based Value Added Services) SMS - Any mobilink number SMS - Any other network Rs. 30 / month Rs. 2.00 / SMS Rs. 1.00 / SMS Rs. 1.50 / SMS
Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They havent set the price exactly on Re.1 but have used psychological pricing to attract customers. Mobilink is the only telecommunication network in Pakistan, which has reached maturity and is the market leader. This is why, there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless (at introduction),
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Budget Package is an economical way to talk to any Mobilink number in Pakistan. It has announced another ground breaking first of its kind offer with the re-launch of Jazz Budget. The package has been launched with a fresh look and tariffs tailored specifically for the masses. One of the key highlights of this package is the Happy Hour, which is bound to hit a chord with the nation, and has been developed keeping the communication needs of the Pakistani people in mind. Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to a Mobilink number, the new package is specifically customized to offer customers the lowest rates to call the largest mobile network in Pakistan. Mobilink is also offering postpaid connections with the name of Mobilink Indigo, popular within the business class. In this way, Mobilink is earning maximum profits by enabling people from different target segments to become a part of the largest cellular network in Pakistan. Jazz customers can now call US and a number of other Zone 1 destinations on Jazz local outgoing rate!
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Place
Marketing Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, Mobilink is covering more than 5000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. Mobilink have 50 Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have deployed around 3,000 km of optical cable. For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the market itself. Today mobilink is confident that it has all the essential building blocks in place to take the dream forward and to play a leadership role in the rapid growth and development of telecommunication industry in Pakistan. In 2003 mobilink invested upwards of US$ 200 million in improving their network and services. Mobilink have already put in 7 switches, over 820 cell sites and new IN platforms for better coverage and connectivity. In upcoming years mobilink is trying to invest in technological upgrades, superior customer services, and improved coverage. Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of Pakistan where well trained staff is geared to answer complaints and queries, and a new billing system is in the process of commissioning. Mobilink is constantly expanding their nationwide franchise and distribution network and upgrading them to offer customer services so that the customers can find a Mobilink contact as near to them as possible.
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Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns, and villages across Pakistan. It connects over 24 million family members every second of the day with exceptional voice quality due to its broad coverage. The coverage is expanding day by day, and it is claimed by the management that soon the only other thing covering Pakistan more than Mobilink would be the clear blue sky.
The type of coverage service Mobilink provides is divided into three main categories: PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In nationwide Mobilink provide services in following areas. Punjab Sindh Balochistan NWFP Capital
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International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming in over 100 countries with more than 300 partner operators worldwide. The regions where Mobilink provide International Roaming are as follows. Mobilinks roaming partnership with Thuraya has further enhanced international roaming coverage. Through satellite communication the Mobilink connection can be used in areas where there is no GSM coverage. United States Canada Caribbean Europe Middle East Africa Asia Australia
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PROMOTION
Companies can do more than make good productsthey must inform consumers about product benefits and carefully position products in consumers minds. To do this, they must skillfully use the promotion tools of advertising, sales promotion, public relations, sales force, direct marketing, and personal selling.
Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage. Mobilink is currently using: Information Advertising: To create brand awareness and knowledge of its Mobilink World brand. Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.
Advertising Budget
Since the competition is intense in the telecommunication market, Mobilink has a significant advertising budget. It is advertising heavily to be heard and to constantly remind its target market to go for Mobilink. However, Mobilinks actual advertising budget was not disclosed by the management.
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Advertising Media
Mobilink is using television, print, and radio advertising media to disseminate its message and to build a brand preference but the most preferred is television since this medium is the most powerful, reaches a broad spectrum of consumers and has the maximum customer impact. Radio: It has a relatively large listeners base and so is an effective way to communicate the message. Billboards and Print Media: The Company has come up with elaborate campaigns, billboards and posters to promote Indigo, their post-paid brand.
Advertising Campaigns
The advertising theme Mobilink: Its simply a way to communicate, is designed to demonstrate the new services simplicity and convenience. Along with its service debut, Mobilink launched a nationwide campaign composed of television commercials and print ads. The national campaign is supplemented by local and regional ad campaigns produced by the Mobilink licencees. The national print and broadcast ads are designed to be localized. The success of Mobilink has not only to do with its increased offerings, but also has a great deal to do with the campaigns that Mobilink comes up with. The TV ads exude energy and liveliness, and an expressive color and lightning palette, the high frequency and visibility makes these advertisements noticeable which results into increased brand awareness and brand loyalty boosting sales. Strong Brand Ambassadors: Mobilink in its advertising went on a different route (now copied by competitors) by starring the most charismatic superstars in its advertisements. The tested method of having a pretty face holding a Jazz card makes its advertising campaigns booming. Strings,
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The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilinks image to the masses and is more on the functional platform. When competition was introduced in the Pakistani market, It was at this point that the true evolution of prepay began. It was more than apparent that every single customer was important and every single subscriber was vital. Almost immediately, the marketing and advertising improved; and a more conscious effort was made towards trying to reach out to every aspect of the consumer market. At first, Mobilink went a slightly different route, and instead of targeting the large youth market, continued to use its tried and tested method of having a pretty face holding a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz Octane, a package designed for the communication needs and lifestyle of the Pakistani youth segment. The belated foray of Mobilink into the youth market has met with promising early success, and the new package offers quite a bit. The early success of Octane has not only to do with its increased offerings, but also has a great deal to do with the campaign that Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman embracing the youthful abandon that Octane is shown to offer. It can be argued that the old womans name is Mobilink. Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met tremendous success.
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Sales Promotion
Mobilink uses different types of sales promotion method such as:
Consumer promotions
In order to kindle greater and quicker purchases Mobilink is carrying out the following consumer promotion activities including special deals such as: Indigo Freedom Plan: this deal offers certain benefits of which two are:o Friends & Family: This feature is available to the customers on any three Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling the help line at 111. o Local Rates: According to this freedom plan across Pakistan, all call, across all networks are charged as local calls. Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to its consumers. An example of its current bonus offer is: o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Recharging their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will
give them 100% free airtime (if the customers have not recharged in the year 2007).
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Event Sponsorship
To enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie premieres, concerts, sports events and community welfare. A few events sponsored by Mobilink are given below. Golf Organized for Premium Consumers by Mobilink Indigo Brand On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament exclusively for Mobilinks corporate customers. The golf tournament was organized at the Islamabad Golf Club by Mobilink Indigo Club. It aimed at bringing the top executives from the corporate sector at one of the most popular greens of the city. Expressing his views on the Indigo Club tournament, Zouhair A. Khaliq, the President and CEO of Mobilink said, Needless to say we are the leaders in the telecom sector, but this does not stop us from doing more for our customers, we strive to set higher standards for all in the business. Through Club Indigo we ensure the maximum level of customer satisfaction for our corporate accounts and establish concrete relationships through tailor-made services and special offers for our major clients. Club Indigo is responsible for building relationships with its exclusive clientele, through superior customer services.
Other Sports Events Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and sponsored various sports events across Pakistan, including cricket and Polo tournaments, providing quality entertainment to its customers.
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Direct Marketing
Mobilink also uses direct channels to reach its customers without using marketing middlemen. These channels include direct mail, catalogues, tele marketing as well as e-marketing. Mobilink also uses a very unique technique to reach its customers directly.
SMS Marketing
Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates one-on-one communication with the market. Mobilink management believes that:Todays consumers are mobile and todays marketing must reflect that. As SMS is one of the largest platform to reach consumers and almost every mobile phone is SMS enabled, this method has 100% penetration. SMS targets end consumers directly via their mobile phones and compels them to take action in order to enjoy a promotion, thus increasing the success rate of the brand. Plus, SMS is also a cost-effective way to communicate.
Electronic Marketing
Mobilink finds it electronic marketing very important and highly accountable.
Mobilinks Website Mobilink has paid special attention to the context & content of its website to encourage repeat visits. Mobilinks website not only has attractive design and layout but is also very interesting and easy to navigate. Context: The alluring color scheme used in the layout of website make it worth navigating. The choice of color itself has a table to tell. Indigo: a combination of basic blue suggests the vibes of blue dream. Red: illustrates passion of blood.
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Info
o News o Weather o Business o Mobilink GSM updates
Fun
o Mustt Tones (polyphonic tones) o Double mustt tones (true tones) o Music Videos o Wallpapers o Greeting Cards o Java Games o Animation o Todays Special o Color Logos o Mobile themes
Sports
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Media
o TV Commercials of Mobilink
Tools
o Yahoo o MSN o Google o MSN Messenger o Hotmail o Gmail
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Conclusion
After the great research and paper work we are of opinion that a lot of people have shown their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first. The motto of the company is Connecting People" and Reshaping Communications Mobilink is proud to be the leader in telecommunication industry.
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