Theory of Reliability & Quality Control

Group Members AMNA TALIB RAAZIA FAREED REHANA LAKHO SANA RAFIQ

DEPARTMENT OF STATISTICS University of Karachi 2009

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ACKNOWLEDGEMENT
First we want to thank the Almighty Allah whose graces and blessings helped us to excel to such level of intellect where we are able to conduct researches and studies. Next we are also thankful to our helpful parents who provided us with all the resources needed. We would like to pay special thanks to our course supervisor Dr. Ejaz Ahmed who not only guided us throughout this study but also taught us skills during one year course of study.

DEDICATION
We would like to dedicate this report to our teachers, who taught us the best kind of knowledge. Also we would like to dedicate the report to Ms. Rahila Uqali and Mr. Tahir Hussain of Mobilink who cooperated with us in innumerable ways. It is only because of their kind assistance that we are able to come with this report.

PREFACE
This report is based on the vision and mission of Pakistans pioneer telecommunication industry Mobilink and the quality processes followed by them. It includes an overview of their involvement in the social and economic uplift of Pakistan. Also, the report focuses on their priorities and commitments on the socio-economic, ethical and environmental issues.

TABLE OF CONTENTS

About Mobilink About Orascom Reshaping society and the economy Mobilinks vision and values Managerial Hierarchy Department Classification Network Financial Analysis Marketing Analysis CSR at Mobilink Uploading & Promoting Responsible Business Practices Mobilink Foundation Their commitment to tomorrow Disaster Education Health Sports Mobilink Supports IDPs Environmental Excellence Award Quality Of Service and Standards Wastages Surveys And Sampling TQM Culture Consumer Manual CTQ Characteristics Marketing Mix Pioneer In Recommendations Group Observation Sources

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ABOUT MOBILINK
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Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 28 million and growing. They pride theirselves 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 is a service industry whose core product is air time. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, they offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers. Compared to their 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, they also offer a host of value-added-services to their prized customers. At the same time, Mobilink places high importance to its coverage, and cover their customers in 10,000+ cities and towns nationwide as well as over 130 countries on international roaming service. In other words, they speak the language of their customers, everywhere. Mobilink - Reshaping Lives!

ABOUT ORASCOM

("Orascom Telecom") or ("OTH") was established in 1998 and has grown to become a major player in the telecommunication market. OTH is considered among the largest and most diversified network operators in the Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate mobile services in North Korea. Orascom Telecom is a leading mobile telecommunications company operating in six emerging markets having a population under license of 430 million with an average penetration of mobile telephony across all markets of approximately 40%. OTH operates GSM networks in Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH had exceeded 74 million subscribers as of March 2008.

In Pakistan, the Pakistan Mobile communications Ltd (Mobilink) started its operations in 1994 and, until early 2001, had a market share of 40%. In April 2001, OTH took over management control of the company. As the market leader, Mobilink serves more than 29 million subscribers. OTH has positioned itself as a leader in the region for its diverse GSM operations with various GSM support and Internet operations. One of OTH's main strategies is to create its own non- GSM subsidiaries to act as a backbone of support for its regional GSM operations. OTH has achieved this by dedicating financial, technical and management resources for supporting its subsidiaries. This includes network support and installation of GSM operations, equipment procurement, handset procurement and distribution companies, Value Added Services, and Internet operations. OTH is dedicated to providing the best quality services to its customers, value to shareholders and a dynamic working environment for its more than 15,000 employees. OTH established a strong presence in the GSM Association (the world's leading wireless industry representative body) only five years after its inception. OTH's Chairman and CEO, Mr. Naguib Sawiris, was selected to join the GSM Association's CEO Board in 2002. OTH's stocks are traded on the Cairo and Alexandria Stock Exchange (CASE), (under the symbol ORTE.CA, ORAT EY) and on the London Stock Exchange (where its GDR is traded under the symbol ORTEq.L, OTLD LI). As per June 2009 ratings, Mobilink has the highest number of subscribers. For now, the number of subscribers has exceeded 30 millions. .

RESHAPING SOCIETY AND THE ECONOMY

The mobile communications sector in Pakistan has brought significant fiscal, social and economic benefits to the country. Population coverage has increased rapidly to the current 70% level in just five years while the mobile penetration rate has grown dramatically, with geographic coverage now exceeding that of the fixed line operator.

Mobilink Facts and Figures

Unprecedented customer base of over 30 million. Most extensive network coverage across Pakistan through an integrated technology infrastructure in more than 10,000 cities, towns and villages. International Roaming in over 127 countries through over 300 partner operators. Largest distribution network consisting of approx. 450 franchises and more than 208,000 retail outlets providing products and services across Pakistan. The only corporate entity in Pakistan to issue a high-yield bond worth US$ 250 million in the international market. Total investment to date is approx US$ 2.5 billion in Pakistan. Direct employment to over 4,000 individuals and provision of livelihood to over 25,000 families through vendors, service providers, distributors and other partners. Only Pakistani operator to be short listed in the World Communication Awards 2007 in the category Best Operator in Developing Country. Over US$ 3 million spent on CSR related activities to date.

Mobile communications is often linked with an increase in productivity. In Pakistan, numerous ways of how mobile communications impacts productivity have been identified. The telecom industry in Pakistan has also directly created economic value through wage and employee benefits; contractor costs; taxes and regulatory fees; corporate social responsibility and dividends. The growth of mobile communications and the corresponding positive social and economic impact represent a significant success story. Mobile communications have transformed the way in which business is conducted in Pakistan mobile communication has revolutionized the way people do business.

MOBILINKS VISION AND VALUES

"To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for their Customers while exceeding Shareholder value & Employee Expectations".

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

MANAGERIAL HIERARCHY

President and CEO Rashid Khan

Chief Strategy Officer Tariq Rashid

Vice President Human Resources, Administration & Security Ali Raza Mehdi

Vice President Marketing Bilal Munir Sheikh

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Vice President Customer Care Irfan Akram

Vice President and Head of Broadband Business Division. Mustafa Peracha

Vice President Corporate Affairs Agha Qasim

Chief Technical Officer Ramy Reyad Kamel

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Vice President Sales Jahanzeb Taj

Mobilink is headed by President and CEO Rashid Khan, who reports directly to the Chairman and CEO of Orascom Telecom Naguib Sawiris.

DEPARTMENT CLASSIFICATION
Furthermore the operations of Mobilink are divided into eight different departments, which are as follows: 1. Human Resource 2. Administration and Security 3. Sales 4. Marketing 5. Customer Services 6. Corporate Affairs 7. Technical 8. Finance These departments are further divided into sub departments to ease operations within Mobilink. Also all major decisions are taken centrally, in Islamabad. These decisions for example include, the financing required by Mobilink (local and foreign), decisions regarding import of goods etc. Furthermore, to assist the operations of Mobilink, which include more than 440 franchises and 19 Customer Services Centers, operational departments are located in all the three main regions: 1. North 2. South 3. Central

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NETWORK
During the last 15 years, Mobilink has set up one of the largest cellular networks in the country. Currently, they are covering more than 10,000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. They have 66 Switches and more than 6,300 cell sites and the number keeps growing at a rapid pace. They also have deployed around 5,000 km of optical cable.

Network Years of Business Cities Investment Switches Cell Sites Optical Cable Deployment Switches Radio Base Stations Intelligent Networks Microwave Equipment Operating Frequency SMSC 15 10,000+ USD 1 Billion+ 66 6,300 5,000 KM Nokia-Siemens, Alcatel, Huawei Motorola and Alcatel. Siemens NEC and Alcatel 900/1800 MHz Logica CMG

FINANCIAL ANALYSIS
No company can remain in business if it cannot sustain and grow its profits and telecom companies are no exception. If Mobilink wants to remain the market leader in the mobile industry and wants to satisfy its customers, it itself needs to remain a profitable company. Mobilink is a private limited company and due to this reason, its financial statements are not made public. However it does provide its financial information to different financial institutions and companies that have invested in Mobilink.

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MARKETING ANALYSIS
In todays contemporary business world, marketing plays an important role. Mobilink that has a number of competitors in the mobile industry, need to use their marketing plan and strategies effectively to attract customer loyalty. The marketing department at Mobilink anticipates, and satisfies the customers communication needs. This includes consumer behavior research and translating this research into services and pricing plans. The Marketing team also helps in identifying new business opportunities and develops plans to exploit those profitably. It also designs and implements brand strategies and communication plans. The major ways in which Mobilink markets itself and its products are through the following ways: Print Electronic

Print Media
Print advertisements are another major way in which Mobilink advertises its product to the masses. Print media advertisements are printed in major English and Urdu newspapers across Pakistan. The messages of these advertisements are mainly of new packages that Mobilink may introduce over time.

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Electronic Media
The major way in which todays organizations promote its products and services is through television, not only because its economical but also because the visual and audio aids help in promoting the product. Mobilink uses an aggressive advertising campaign on television to promote its products. These advertisements, while communicate an image of modernity and newness, still tend to show the heritage of Pakistan. The heritage of Pakistan and its people signifies Mobilink, as being the favorite cellular company of Pakistan. Mobilink for years has tried to create different personalities for its brands: Indigo and Jazz, to distinguish them from other competing brands. Mobilinks Indigo brand relied heavily on two factors toward establishing its brand equity: brand ambassadors that exuded style and sophistication, and a unique classy look that permeate all forms of its Indigo brand communication. It also played on the aspirations of young business professionals through the atmosphere and the locales of Indigos ads. On the other hand, the Jazz brand creates an image of fun, catering more to the youngsters and teens of the country. Not only that, it has also over the years created an image of bond among the members of the Jazz members, achieved due to the lowest rates and packages that Jazz has to offer.

Mobilink uses its brand ambassadors to promote its products in both the electronic and print media. These brand ambassadors come from the fields of acting, modeling, singing and cricket and are few of the most famous and talented stars of Pakistan.

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CSR AT MOBILINK
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. Their Corporate Social Responsibility goes beyond philanthropy and donations whereby they take into full account the impact that Mobilink creates on all stakeholders and on the environment when making decisions. They recognize that an educated, healthy society is Pakistans key to ensuring sustainable development and they do their best to give back to the community they operate in. Their CSR Mission Statement

Support local communities in which customers, employees, investors and suppliers live. Programs to increase accessibility and use of mobile technology in education, community health and employability. Protect the environment and promote sustainable practices in business value chain. Promote diversity and remove barriers that prevent people from participating fully in society. Support personal development of employees and their involvement in local communities. Share benefits of developments in mobile communications technology as widely as possible.

Key Milestones on their CSR Journey: Ongoing: Charity and community involvement initiatives with The Citizens Foundation, Roshni Homes Trust, Zindagi Trust, Shaukat Khanum Memorial Trust, Layton Rahmatullah Benevolent Trust (LRBT), Lahore Businessmen Association for the Rehabilitation of Disabled (LABARD), and Al-Shifa Eye Trust. October 2005: Mobilink Earthquake Relief: Rs 5 million was raised through SMS donation with the company donating an extra Rs 5 million. Chairman Orascom Telecom, Naquib Sawaris also donated $ 1 million for this cause. June 2006: Mobilink helped establish the Plasmapheresis ward in collaboration with the Pakistan Myasthenia Welfare Organization (PMWO) in Pakistan Institute of Management Sciences (PIMS) hospital. It is completely funded by Mobilink. November 2006: Mobilink donated Rs 20 million to The Citizens Foundation (TCF) to set up two schools; a primary school in Nathoki, Lahore and a secondary school in Taiser town, Karachi.

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December 2006: CSR function introduced to the Marketing department within the organization. + First CSR Report and launch of new CSR website.

UPHOLDING AND PROMOTING RESPONSIBLE BUSINESS PRACTISES

At Mobilink they believe that their employees are their greatest strength. They believe in the development of their employees into well-rounded professionals equipped with entrepreneurial skills who are adaptable, proactive, articulate, efficient, and responsible. A number of initiatives have been put in place to achieve these goals. Several activities undertaken by HR are aimed at facilitating communication within the organization, to promote women and to allow employees the opportunity to voice their opinion directly to the president and management team. Mobilink also ensures that employees find a safe, family friendly and healthy environment at their office. Moreover, Moblink offers all its employees the opportunity to take part in the Education Assistance Program, which encourages individuals to actively participate in financial assisted work related skills.

MOBILINK FOUNDATION
The establishment of the Mobilink Foundation in December 2007 is a reflection of the commitment of Mobilink and its employees to benefit the community in which they operate. The Mobilink Foundation is a grant-giving organization, which provides support for the local community not only financially but also through dedicated volunteer hours. They have firm believe that their volunteers are their best asset and by aligning their efforts with those of the Foundation, they will enable the Mobilink Foundation to meet its objectives in a united way.

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Their vision is free access to education for children and primary healthcare for all Pakistanis. They seek to promote a country in which all children go to school and people have access to primary healthcare, irrespective of their financial strength and background. They aim to bring about sustainable improvements to the living standards of the underprivileged by working with the local community and relevant organizations within Pakistan.

THEIR COMMITMENT TO TOMORROW

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. Voluntary donations are collected regularly and Mobilink employees have dedicated 250 hours per month to voluntary community welfare work. In addition to various donations for community projects, Mobilink is a partner organization of Roshni Homes supporting their cause by providing monetary assistance for a new youth housing block as well as media support for a fund raising campaign. At the inauguration of the Mobilink block held on November 6th, 2007, a further commitment for financial support of the top 12 students of Roshni Homes has been made.

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Disaster Relief
When the devastating earthquake of 2005 struck the Northern areas of Pakistan, Mobilink was amongst the first to respond to the crisis. In addition to immediate emergency relief efforts, they have expanded their support to sustainable projects that aim to rebuild lives and communities affected by natural disasters. Mobilink is also engaged in rehabilitation and reconstruction activities in Chamman Kotli Nawab Khan Village. The rehabilitation includes construction of 172 houses, providing infrastructure and a water supply system for the residents of the village. Mobilink is supporting the construction of 50 houses in this village, with a total commitment of Rs. 20 million to the project.

Education
High quality education is the right of every Pakistani; but most of the time this right does not see the light of day. Education being one of the keys to socio-economic development, their cooperation with various educational institutes is well established. Mobilink believes that educating the next generation is a crucial investment into a better future, and they are continually increasing their efforts in this area. Mobilink currently supports the building of schools by the citizen foundation (TCF), on of the largest nonprofit organizations working in the field of education in Pakistan. In December 2006, on reaching the milestone of 20 million subscribers, Mobilink announced a financial commitment of Rs.20 million for the construction of schools in collaboration with TCF in under-developed areas of Nathoki, Lahore and Taiser Town Karachi. It has at present expanded its network of purpose-built schools for deserving children to 311 units, educating almost 40,000 children all over the country.

Health
Health is a shared responsibility, Mobilink has taken on through numerous donations in the health sector. Their concern rests with disadvantaged and marginalized groups; those living in remote areas with little access to medical help; and providing facilities not available to these people. Therefore, Mobilink is determined to play its part in improving access to health services in Pakistan and protecting the most fragile members of our society. Their support went to the Pakistan Myasthenic Welfare Organization (PMWO) to facilitate the development of a special mini ward at the Pakistan Institute of Medical Sciences (PIMS) Hospital. Mobilink also supports polio eradication campaign in Pakistan

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Sports
As a nation, Pakistanis are very passionate about their sports. Mobilink, with its finger on the pulse of the nation, actively supports sporting events and sports programs at the grassroot level as part of their engagement in the community.

All Pakistan Special Sports Festival for Disabled Persons attracted over 100 athletes including the physically impaired mentally impaired, visually impaired and hearing impaired from all over Pakistan.

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MOBILINK SUPPORTS IDPs

Mobilink has always been at the forefront in helping the community by reaching out to lend a helping hand. Holding true to this commitment it has recently supported the Internally Displaced Persons of Swat. On June 5 2009, Mobilink established a Mobilink Camp at Kund, Nowshera to support 1,000 families, i.e. roughly 7,000 IDPs. Camp Establishment included provision of the following:

Shelter Food Health and Hygiene Non Food items such as kitchen utensils, etc Water and Sanitation Education and Recreation

Estimated at about Rs 81 million, the project was made possible by Orascoms continued support for this noble cause. This is the largest private sector commitment of its kind to date for IDPs relief. In line with Mobilinks tradition of employee volunteerism, a team of Mobilink employees was personally involved in various areas of camp management, procurement of items and other requirements. During the two months that Mobilink Camp was operational it successfully and efficiently catered to all the needs of displaced families also providing support and counseling for those most affected by trauma. Some key milestones from the Camp: Full capacity of 1,000 families, close to 6,000 persons, was reached on 30 June. 1,009 primary school students and 127 secondary school students were enrolled in camp schools of which 56% were girls. 18 births were reported 2,500 recycled Mobilink school bags donated. T20 World Cup matches aired. Polio immunization drive took place. Mobilink Foundation Torchbearers visit was conducted.

Subsequent to the return of families we have ensured that Kund Park returns to its original condition and that facilities that were build on site are removed and grounds leveled. All remaining educational and health material have also been donated to relevant agencies in the area.

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The camp closed down on August 13 2009 following the return of IDPs to Swat as required by the Government. Support for IDPs through the Mobilink Camp is in addition to delivery of relief items by Mobilink to families residing in hujras, schools and dispensaries of Mardan and Swabi including far-flung villages bordering Buner. Beginning in May, the Mobilink family has united in its efforts and donated approx. Rs. 3, 500, 000 which have allowed it to provide over 2,400 families (approx. 15,600 persons) essential relief goods.

ENVIRONMENTAL EXCELLENCE AWARD

Mobilink has always been at the forefront in promoting sustainable business practices and protecting the environment via its CSR initiatives. It has now been recognized for its projects and ground-breaking initiatives by being awarded the 6th Annual Environment Excellence Awards, organized by the National Forum for Health and Education (NFEH). The NFEH is a Non-Profit Organization which focuses on environmental, health and educational awareness in Pakistan. It is affiliated with the United Nations Environmental Program (UNEP) and supported by the Ministry of Environment, Government of Pakistan, Ministry of Environment, Government of Sindh and Federation of Pakistan Chambers of Commerce & Industry. The Annual Environment Excellence Awards are the benchmark for environmental standards in Pakistan and are designed to recognize and promote organizations which make an outstanding contribution to sustainable development. 22

They aim to highlight policies, practices, processes and products from all sectors of business in the country, which help achieve economic and social development without detriment to the environment and natural resources. Mobilink has been recognized for the following initiatives: 1. 2. 3. 4. 5. Recycled schoolbags from used billboard skins Handset recycling program E-billing initiative Tree plantation drive (a Mobilink Foundation Torchbearer activity) Earth Day celebrations to clean up public areas in collaboration with The Citizens Foundation schoolchildren (a Mobilink Foundation Torchbearer activity).

In 2009 Mobilink is the only telecom operator to receive this award.

MOBILINK SIGNS COPENHAGEN COMMUNIQUE

Mobilink recently became the first Pakistani company to support a global environmental initiative by a large group of international corporate leaders, the Copenhagen Communiqu, being coordinated by the University of Cambridge, UK Programme for Sustainability Leadership. The Communiqu calls on governments to agree on an ambitious, efficient and equitable international climate framework at the final negotiating meeting in Copenhagen this December and is a definitive statement to express the will of a large part of the international business community that wants a strong and effective international climate framework. The Copenhagen Communiqu will be conveyed to governments around the world, through the office of the UN Secretary General Ban Ki-Moon. By signing up to the Communiqu Mobilink is committed to reiterating the importance of having a proactive approach towards climate change and this global initiative is expected to facilitate a coordinated response. As the first Pakistani company to sign the Copenhagen Communiqu from Pakistan, Mobilink has once again endorsed its pledge to promote clean and green business activities. Mobilink was also a signatory to the previously articulated Bali Communiqu on Climate Change and seeks to inspire other organizations in Pakistan and the region, to come forward and help achieve a global out-reach for the success of this initiative. In addition to tree plantations and cleanliness drives, Mobilink has also launched Pakistans first Handset Recycling Program to share the benefits of cellular communication with the hearing impaired and the disabled and minimize the environmental impact of cellular waste through recycling. Moreover, Mobilink has donated more than 8500 bags made from recycled advertising skins to Care Foundation. Zindagi Trust and students who took shelter at Mobilink Camp for IDPs. 23

QUALITY OF SERVICE AND STANDARDS

Mobilink has an unparalleled dedication to its customers and is committed to provide telecommunication services of the highest quality and standard. Mobilink shall always aim to ensure that its network is reliable and connectivity remains high during all hours of the day. Any fault in any component of its Telecommunication System shall be rectified as early as possible. Where other networks fail, Mobilink connects instantly. On highways & byways, throughout thousands of destinations across Pakistan, only Mobilink has you fully covered. So no more mixed signals, because only Mobilink talks to you loud & clear. With the deployment of state-of-the-art equipment, Mobilink hopes to provide a quality of service in accordance with international standards. It is important, however, to note that the quality of Mobilinks service depends largely on the performance of other networks and Mobilink shall not be responsible if the quality of its services suffers due to causes attributable to other operators or third parties and are not in control of Mobilink. Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, and villages across Pakistan. It connects over 28 million family members every second of the day with exceptional voice quality due to its broad coverage. Their coverage is expanding day by day, and 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: 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) Along with nationwide coverage, Mobilink also provides International Roaming in over 130 countries with more than 300 partner operators worldwide. Mobilink covers you wherever you go. Their network coverage area includes the mentioned drawn parts of Pakistan.

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WASTAGES
Wastages for a service industry tend to be different than those of the manufacturing industry. For a mobile company the biggest wastage is that if the customer churns from their network to other network. Also it includes call drops like customer is waiting for call to connect then drops the call. A couple of years back only way to recharge the account was by loading the card number. After the introduction of jazz load, many customers go for it as they find it easier. Due to this some of the cards exceed their expiry date. In order to prevent this they went through the analysis procedure to know the approx number of cards they should print. At the time of global crisis, they believe cost optimization is the only thing that can help the company in the long run. Instead of going for lavish meetings they prefer their own well maintained conference rooms.

SURVEYS AND SAMPLING

They consider survey, as the main way of measuring response. They do this by calling customers and then asking about their trust level. They believe that Quality is not what you give, quality is what customer likes. They follow simple random sampling methods. They check the calls on random basis made on call centers. The sample size depends upon the total number of calls made.

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SPC TOOLS
Charts, sheets and other sort of graphs are used to check trend, performance, number of customers churning in and churning out of their network.

TQM culture
They know it's not easy to introduce TQM culture. For this an open, cooperative culture has to be created by management. They make employees feel that they are responsible for customer satisfaction. Employees are not going to feel this if they are excluded from the development of visions, strategies, and plans. For this they make employees participate in various activities. They are unlikely to behave in a responsible way if they see management behaving irresponsibly - saying one thing and doing the opposite. In order to improve the organization, they deploy a set of activities for one and all so that they can achieve the desired objectives which are 1. Continual quality improvement (CQI) 2. Total customer satisfaction 3. Total employee involvement

Continuous Improvement
Continuous improvement of all operations and activities is at the heart of TQM. At Mobilink they know that continuous improvement methodology comes naturally to all speech applications. Tuning continuous improvement can have a significant impact on the caller experience. They firmly believe that Continuous improvement is better than delayed perfection

Total customer satisfaction

With Mobilink, customers are the focus of everything they do. They know that the customers have placed their trust and confidence in them. They believe that keeping a customer on hold is no way to hold a customer. They tend to please the customers to an unbelievably high level.

Employee Involvement
TQM essentially is a people dependent process. If people are cultured, matured is the organization. They include employees in all issues of their interest. They know that employees have to be both involved and made to participate for the sake of organizations progress.

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Ethics And Integrity

Mobilink believes the keystone to its business success is integrity and respect in its dealings with customers, suppliers and governments. The highest order of ethical conduct is the very foundation of Mobilink. These qualities have been instilled and transmitted throughout the organization to all employees. The Corporate Ethics code re-emphasizes and provides further guidance regarding policies, which are an integral part of Mobilinks business philosophy. Adherence to the code continues to be the subject of management attention, with periodic audits carried out by the Internal Audit Department and reviewed by the Business Ethics Compliance Committee.

Training
Mobilink fully understands the importance of training. They know that employee training program improves the ability to adapt to changes in the marketplace. As staff is learning and working efficiently, new ideas can be transfer more quickly. Training also ensures that organization has quality people on hand when they expand. Training helps employees know what they do, which can help the organization grow their business. They have two training sessions Training on ground level: This type of training is more specific. Scheduled training programs: They held these sessions twice a month. For this purpose club indigo was established to deal with customers. Unscheduled meetings and quizzes also plays an important role for checking employees attitude towards customer. Quizzes and presentations before launching new product to the market help employees to gain more and more knowledge about the product and services to help customer and guide them properly.

Employee Safety
At work, their employees are their responsibility. All due measures are taken to prevent accidents while on the job. Every three months, employees attend an in-house workshop on safety. Potential risks of seemingly harmless actions are also brought to light. Periodic fire and earthquake drills are conducted to ensure employees know how to use fire extinguishers and fire exits. First aid boxes are also available with each department and volunteers are trained on their use.

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Recognition
They believe in appreciating their employees so that they can give their best. Awards are used as tool of appreciation and motivation. Every month, each department is supposed to give an employee the employee of the month award.

Team work
Mobilink management is fully aware of the benefits which can be achieved by working as a team. For this, every department, every month, nominates another department for the award. In the end of the year, the department with maximum number of recommendations gets the best team award.

Friendly environment
They know that keeping customers please is the only way to flourish the business. They believe in providing a friendly atmosphere to their customers so that they feel more comfortable. For this, in a particular locality, they hire people from the local area to which the customers of that area can easily relate to due to same regional language and cultural values. Mobilink provides a platform for its employees and their families to interact outside the office arranging activities where families can interact with each other on a more personal level. To promote health and fitness of employees and their families, some of the activities the Human Resource department arranges are paintball tournaments, cricket challenges, mini football tournaments, contact centre cricket galas, birthday celebrations, photography competition, hikes and anglers club expeditions.

Privacy value to the customers

They give value to privacy. Privacy is maintained by keeping the personal information confidential.

Documented Procedures:
At Mobilink, every procedure they follow is well documented. So that if something irregular happens, record keeping documents will provide proof that reasonable care was being taken. Each department is suppose to maintain the relevant data.

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CONSUMER MANUAL
In addition to Helpline, following are the other few mediums through which customer can communicate concerns to the operator:

Service Centers / Franchises Mail / Fax Email / Website

Procedure for Resolution of Complaints

Mobilinks Customer Support staff is available round the clock to cater for customers complaints and queries. Complaints are received from the customers through the following channels:

Helpline
Customers can call at the helpline 24 hours a day and 7 days a week for any query, complaint or concern. The call is recorded against the complainants CLI for record keeping. The same CLI can be used as a unique for all complaints. Customers are assisted instantaneously for all matters which can be addressed right away.

Service Centers/ Franchises

Customers can walk in to their service centers/franchises during the business hours for their queries/complaints. An instant support is provided to the customers for the issues which can be resolved on immediate basis. For matters which require thorough investigation, customers are informed about the turnaround time for resolution. Customers are also intimated about the status of the complaint. Mobilink has 440+ franchises and 19 Customer Services Centers all across Pakistan.

Turnaround time and loop closure:

Turn around time is the time taken by the company to solve a certain problem. Earlier the customer was supposed to inform, when the problem is resolved. Now they ask the customer if they are satisfied.

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MAIL/ FAX

Customers can also communicate their concerns, queries, complaints and feedback via mail and fax. Customers complaints are analyzed and categorized according to their nature.

CTQ CHARACTERISTICS:
CTQs are the key measurable characteristics of a product or process whose performance standards or specification limits must be met in order to satisfy the customer. CTQs are the internal critical quality parameters that relate to the wants and needs of the customer. In Mobilink environment all customers are equally treated, assuring the best of their services including network coverage, signals and packages. CTQs are the internal critical quality parameters that relate to the wants and needs of the customer. To identify Critical to Quality (CTQ) characteristics features by which customers evaluate their product or service. Mobilink applies following useful CTQ characteristic which has the following features: It is critical to the customers perception of quality. It can be measured. A specification can be set to tell whether the CTQ characteristic has been achieved.
o o o

At Mobilink, extra attention is paid on establishing CTQs as they know it is vital for a company to meet customer needs and to keep up with the competition.

Determination of CTQs:
Mobilink Facilitate the project team to conduct surveys under their CCR for examining what the customer required. Links customer needs gathered from voice-of-the-customer (VOC) datacollection efforts with drivers and with specific, measurable characteristics.

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MARKETING MIX:
It is a set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing. Product Price Place Promotion

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 promotion, events, and experiences, public relations, direct marketing, and personal selling to reach the trade channels and the target customers. As a popular brand there is a lot that is expected from the company and the management strives hard to ensure that the promises are kept. Mobilink has been continuously investing in network resources and improving its marketing mix so that its cast customer base can be satisfied and expanded. The four Ps of Mobilink marketing mix are explained ahead

PRODUCT
Mainly there are two main product lines of Mobilink with each having separate target markets and positioning.

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Mobilink Indigo Mobilink Jazz

Mobilink Indigo:
Mobilink re-launched its postpaid services in May, 2004 under the brand name, Indigo. Indigo ignited an evaluation in the communication industry redefining the essence of the post-paid services in Pakistan. The brand delicately caters to the needs of its customers, symbolizing the vision of connecting the subscribers in every aspect of life. Indigo says In life you come across some exceptional people, who, like you, appreciate only the finer things in life. When it comes to creating a bond and staying connected to them count on Indigo for its unrivalled premium post paid connectivity to get you through

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 does not want fun or music but want a brand name that is competent and Indigo is well satisfying the desires of its corporate customers. Introducing Blackberry connect through which businessman take their office anywhere, share attachments etc. That is why 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:
Jazz is an exciting and energetic offering of Mobilink, targeting specially those enthusiastic teenagers, middle class and the youth market of the country, wishing to enjoy freedom, fun, lower rates and a package that matches their personality.

Target Market:
Target is those young girls and boys who want to stay in touch with their friends and family all the time but with cheaper rates.

PRICE
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.

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 PLACE
Mobilink has set up on the largest cellular networks in the country. This has involved an investment of more than US$ 3 Billion. Currently, Mobilink is covering more than 10,000 cities and towns. For Mobilink, this year was a bit difficult as they struggled to grow as quickly as the market itself and also because of the economic crises all over the world. 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.

PROMOTION
Companies can do more than make good products. They 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.

PIONEER IN:
Mobilink is the pioneer telecommunication industry in Pakistan. Along with this achievement, they take pride in introducing certain innovative ideas.

Mobilink PCO

Mobilink has taken a step towards alleviating poverty with the Mobilink PCO selfemployment solution. This product enables people from all walks of life to earn a secured livelihood. 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. 33

Blackberry:
First mobile company in Pakistan to introduce the blackberry phone for the business class.

RECOMMENDATION
The problem that we discussed and came to know was about the lack of job rotation within department and not enacting on job advancement rules and procedures. Some of the recommendations to this problem are as follows: Firstly we would recommend that the department officially start job rotation. The major benefit of which would include even more motivated employees, with enhanced skills. One of the major arguments against job rotation is that without it, employees will perform only one task and will become specialized in that particular job. Furthermore, the argument also suggests, that with job rotation, only general information is imparted to employees, not essentially helpful in doing complex tasks. However, in todays business environment, multitasking is becoming more and more essential and thus rotation becomes essential in making employees multitask.

GROUP OBSERVATION
At Mobilink we had a great experience of professional environment. Everyone properly dressed up in a specified dress code. The instructors were really cooperative. They put forward their best employees to help us with this report. We found them truly skilled and competent. They treated us in a friendly manner with no reservations. We felt at ease in that environment.

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SOURCES
Survey results Mobilink (mobilinkgsm.com) Pakistan Telecommunication Authority (pta.gov.pk) http://pakistantimes.net/2005/02/11/specialreport.htm http://www.scribd.com/doc/13506267/Internship-Report-for-Mobilink-PMCL http://www.docstoc.com/docs/17449782/Marketing-Report-on-Mobilink-GSM

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