Professional Documents
Culture Documents
ACKNOWLEDGEMENT
ABSTRACT
1. INTRODUCTION
1.1 Introduction
The purpose of this report is to analyze and understand the telecom industry
and also analyze the customer satisfaction level of Mobilink’s customers.
As my project start up the main reason or the problem on the basis of which
the project is started is to understand that what is satisfaction level of
customers associated with services given by Mobilink to its customers via
different touch points.
1.4 Hypothesis
This thesis report has been designed in such a way so that it could cover all
the facets of the Mobilink. The data for this report was collected through
Primary data
Secondary data
The source of primary data was its franchises; but main emphasis was kept
on questionnaires so that the response and consumer behavior could be
properly checked, whereas the secondary data was collected through
websites and broachers.
The history of telecommunication began with the use of smoke signals and
drums in Africa, the Americas and parts of Asia. In the 1790s the first fixed
semaphore systems emerged in Europe however it was not until the 1830s
that electrical telecommunication systems started to appear. This article
details the history of telecommunication and the individuals who helped make
telecommunication systems what they are today. History of
telecommunication is an important part of the larger history of communication.
Early telecommunications included smoke signals and drums. Drums were
used by natives in Africa, New Guinea and South America, and smoke
signals in North America and China. Contrary to what one might think, these
systems were often used to do more than merely announce the presence of a
camp.
In 1792, a French engineer, Claude Chappe built the first visual telegraphy (or
semaphore) system between Lille and Paris. This was followed by a line from
Strasbourg to Paris. In 1794, a Swedish engineer, Abraham Edelcrantz built a
quite different system from Stockholm to Drottningholm. As opposed to
Chappe's system which involved pulleys rotating beams of wood, Edelcrantz's
system relied only upon shutters and was therefore faster.[3] However
semaphore as a communication system suffered from the need for skilled
operators and expensive towers often at intervals of only ten to thirty
kilometres (six to nineteen miles). As a result, the last commercial line was
abandoned in 1880.
The first commercial telephone services were set up in 1878 and 1879 on
both sides of the Atlantic in the cities of New Haven and London. Bell held
patents needed for such services in both countries. The technology grew
quickly from this point, with inter-city lines being built and telephone
exchanges in every major city of the United States by the mid-1880s. Despite
this, transatlantic voice communication remained impossible for customers
On March 25, 1925, Scottish inventor John Logie Baird publicly demonstrated
the transmission of moving silhouette pictures at the London department store
Selfridges. In October 1925, Baird was successful in obtaining moving
pictures with halftone shades, which were by most accounts the first true
television pictures. This led to a public demonstration of the improved device
on 26 January 1926 again at Selfridges. Baird's first devices relied upon the
Nipkow disk and thus became known as the mechanical television. It formed
the basis of semi-experimental broadcasts done by the British Broadcasting
Corporation beginning September 30, 1929.
However for most of the twentieth century televisions depended upon the
cathode ray tube invented by Karl Braun. The first version of such a television
to show promise was produced by Philo Farnsworth and crude silhouette
After mid-century the spread of coaxial cable and microwave radio relay
allowed television networks to spread across even large countries.
On September 11, 1940, George Stibitz was able to transmit problems using
teletype to his Complex Number Calculator in New York and receive the
computed results back at Dartmouth College in New Hampshire. This
configuration of a centralized computer or mainframe with remote dumb
terminals remained popular throughout the 1950s. However it was not until
the 1960s that researchers started to investigate packet switching — a
technology that would allow chunks of data to be sent to different computers
without first passing through a centralized mainframe. A four-node network
emerged on December 5, 1969 between the University of California, Los
Angeles, the Stanford Research Institute, the University of Utah and the
University of California, Santa Barbara. This network would become
ARPANET, which by 1981 would consist of 213 nodes.[18] In June 1973, the
first non-US node was added to the network belonging to Norway's NORSAR
project. This was shortly followed by a node in London.
specified through this process. In September 1981, RFC 791 introduced the
Internet Protocol v4 (IPv4) and RFC 793 introduced the Transmission Control
Protocol (TCP) — thus creating the TCP/IP protocol that much of the Internet
relies upon today. A more relaxed transport protocol that, unlike TCP, did not
guarantee the orderly delivery of packets called the User Datagram Protocol
(UDP) was submitted on 28 August 1980 as RFC 768. An e-mail protocol,
SMTP, was introduced in August 1982 by RFC 821 and http://1.0 a protocol
that would make the hyperlinked Internet possible was introduced on May
1996 by RFC 1945.
However not all important developments were made through the Request for
Comment process. Two popular link protocols for local area networks (LANs)
also appeared in the 1970s. A patent for the Token Ring protocol was filed by
Olof Söderblom on October 29, 1974. And a paper on the Ethernet protocol
was published by Robert Metcalfe and David Boggs in the July 1976 issue of
Communications of the ACM.
Telecommunication is transmission over a distance for the purpose of
communication. In earlier times, this may have involved the use of smoke
signals, drums, semaphore, flags or heliograph. In modern times,
telecommunication typically involves the use of electronic devices such as the
telephone, television, radio or computer. Early inventors in the field of
telecommunication include Alexander Graham Bell, Guglielmo Marconi and
John Logie Baird. Telecommunication is an important part of the world
economy and the telecommunication industry's revenue was estimated to be
businesses have established their own private systems; since 1988, the
government has promoted investment in the national telecommunications
system on a priority basis, significantly increasing network capacity. There are
currently 7 million landline subscribers in the country.
Domestic: microwave radio relay, coaxial cable, fiber-optic cable, cellular, and
satellite
Landlines: For local calls the code used is non-STD. For calls to other cities
(e.g. Karachi to Lahore) the code is called STD. For International calls the
code used is ISD.
Dialing System: When dialing on landlines, calls made within cities are
considered local calls. Calls to other cities (e.g Karachi to Lahore) are
considered long distance calls and are metered according to distance. (e.g.
When dialing to Lahore from Karachi you have to dial the code for Lahore
then followed by the number of the destination, therefore you dial 042-XXX-
XXXX ). For local calls, you just dial the local number. For international calls,
you dial "00" followed by the country code. (e.g. For calls to the UK from
Pakistan you dial 00 - 44 - XXXXXX ).
Internet access has been available in Pakistan since the early 1990s. PTCL
started offering access via the nationwide local call network in 1995. By early
2006 Internet penetration remained low. But the numbers are growing. There
were signs that this was changing, however. The country has been pursuing
an aggressive IT policy, aimed at boosting Pakistan’s drive for economic
modernization and creating an exportable software industry. Recently, PTCL
has started offering free dial-up internet service to all its landline subscribers.
Broadband access is now available in the major cities. Also wireless
broadband internet has been introduced by the WLL(Wireless Local Loop)
Networks in many major cities. WiMAX networks are also being deployed in
the country. It does not end here as Pakistan became one of the few
countries in Asia to have FTTU - Fiber to the User triple-services through
Nayatel, which at present are available in all major cities. There is no doubt
that there has been helping increase the popularity of the Internet. The
market certainly has huge potential. In 2008, Pakistan Telecommunication
Authority reported over 22 million internet users. Most Pakistani companies,
and government departments maintain web sites which has further increased
the demand for internet.
Wateen Telecom has launched its WiMAX services in the country. It is the
largest and the first nationwide WiMAX network in the world. Connections are
available from 256Kbit to 1Mbit. Wi-Tribe and Mobilink are also offering
WiMAX. Augere has also started its WiMax services under the brand name
Qubee. There are a total of 4 WiMax operators in Pakistan.
Wateen
Mobilink
Wi-Tribe
Qubee
3 MOBILINK REVOLUTION
Mobilink started operations in 1994 as the first GSM cellular Mobile service in
Pakistan by MOTOROLA Inc.,[citation needed] later it was sold to Orascom,
an Egypt-based multi-national company.
With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet
service provider in Pakistan. Currently providing services only in Karachi.
WiMax services will be sold under the brand name "Mobilink Infinity".
Technology is backed by Alcatel, and company is using a ZYXEL Customer
Premises equipment.
In addition to Mobilink, the Orascom group also owns TWA (Trans World
Associates) which operates an undersea fiber optic cable from Karachi to
Fujairah, UAE.
The future of Mobilink is investing in the project like 3G and Mobile banking.
For the completion of these new projects Mobilink is planning to purchase a
commercial bank. Currently Mobilink has started its corporate session for the
broadband services which covering the all the customer of internet usage.
At the end of April 2007 Mobilink claimed 25.21 million subscribers from a
total 58.39 million wireless users across the country, according to figures
compiled by the Pakistan Telecommunication Authority (PTA).
4 MOBILINK STRUCTURE
Customers are at the heart of our success. They have placed their trust and
confidence in us. In return, we strive to anticipate their needs and deliver
service, quality and value beyond their expectations.
Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards
and raise the bar for ourselves everyday. This commitment to delivering
world-class quality translates into unmatched service and value for our
customers and all stakeholders.
Our relationships drive our business. We respect and esteem our employees
and all stakeholders. We believe in teamwork, empowerment and honor.
As the market leader, we recognize and fulfill our responsibility towards our
country and the environment we operate in. We contribute to worthy causes
and are dedicated to the development and progress of the society.
Management In Pakistan
Rashid Khan
Tariq Rashid
Irfan Akram
Mustafa Peracha
Agha Qasim
Jahanzeb Taj
MAJOR DEPARTMENTS
1. Finance Department
Credit and collection
Procurement imports
Revenue assurance
2. Customer Services Department
Customer services operations
Customer services system
3. Commercial Department
Marketing
Direct sales
Indirect sales
4. Technical Department
Switching
Operations / operation support
Logistics
Infrastructure
Systems planning
5. Information Technology Department
Billing
IT
6. Human resources
7. Administration and legal affairs & government relation department
8. Internal audit department
9. Customer services
SERVICES OFFERED:
MOBILINK GSM has always been the market leader when it comes to
introducing state-of-the-art communication solutions for its customers. they
are continuously adding up to the range of their Value Added Services, all for
your convenience.
The Value Added Services (VAS) Section will familiarize you with the new
services you can now benefit from, which will give you all the freedom you
need, making mobile communications more exciting, convenient and
enjoyable. This section will walk you through services, which are not only
useful but also cost-effective for both your business as well as personal use.
These include the very basic yet indispensable services like Voice Mail to the
more innovative and sophisticated ones like G-Mail.
They are confident that their innovative and exciting new services will bring
about a revolution in the way you look at mobile communications.
Following are the major services
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 complainant’s 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. Customers
are intimated for an update regarding the concerns which require detailed investigation.
Customers can also contact us by dialing 042/051/021 – 111 300 300 from their
landline/other operator numbers.
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
Pre-Requisite for New Connections
• Prepaid Connection
• Original CNIC to be shown at the time of purchase
• Photo copy of CNIC to be submitted
• References of 2 people to be provided
• Postpaid Connection
• Original CNIC to be shown at the time of purchase
• Photo copy of CNIC to be submitted
• References of 2 people to be submitted
• Original latest paid utility bill to be submitted
The default Tariff on a Jazz and Indigo SIM is available on our websites:
• http://www.mobilinkgsm.com/jazz/packages.php
• http://www.mobilinkgsm.com/indigo/tariffs.php
predefined work code and turnaround time for resolution is assigned to each category.
However the turnaround time for resolution may vary depending on external factors
involved. Please refer to the Annex – 1 for type of complaints.
Sr. Type of
TAT Pre-Requisites
no Complaints
Issuance of prepaid
Written complaint and contact detail of
9 numbers without 5 Business days
the complainant
consent
10 Staff/ Service related 2 Business days Details of the complaint along with exact
Commercial Services
Whether it’s making calls or sending SMS, only Jazz gives you the best offers so you can
have bundles of fun! Now, for the first time in Pakistan, feast yourself with an all-in-one
bundle offer, with which you can subscribe to SMS and free outgoing minutes – and enjoy
great savings too. SMS any network and call any Mobilink number by choosing a Voice +
SMS Bundle that best suits your pocket and usage.
For Daily Bundle: Enter *101*1*03# on mobile screen and press send
For Weekly Bundle: Enter *101*1*04# on mobile screen and press send
Process 2:
• For Weekly Bundle: Enter *101*3*04# on mobile screen and press send
Send loads of SMS to any network – now on your own terms! That’s right –
the Daily SMS Bundle package is back by popular demand! Once again, you
can enjoy unlimited SMS without signing up for the entire month’s SMS
subscription. Which means, you are free to subscribe only on days you feel
like texting your heart out. So why wait when you can send SMS as low as
Rs. 3.99 per day to any network, any time – only with Jazz!
Daily Bundle
SMS Bundle Information *101*3*01#
Subscription Method *101*1*01#
Free SMS Balance Inquiry *101*2#
And then
Mobilink Infinity
Brace yourself for the most reliable broadband and telephony experience
ever. Mobilink, the pioneer of GSM Technology in Pakistan, brings you
Internet access combined with telephony services that are exponentially
better than the average dial-up. It’s Next Generation Broadband technology
breaking the norms by allowing easy and affordable access to get connected
where conventional telephone networks fail; always-on connectivity to the
Internet while simultaneously using the phone; and high-quality Technical and
Customer Services that deliver upon expectations. It is your seamless
connection to everything and everyone. Your connection to life.
Mobilink PCO
Mobilink brings Mobilink PCO, a revolution in its own right that shall surely set
apace the way our consumers communicate at the grass root level. Mobilink
PCO is a fixed wireless phone that has special PCO functions capability. In
lieu of our efforts to make the product more attractive and accessible to
satisfy the needs of local market, we are pleased to announce new user-
friendly sets.
The new set has specifically been designed while keeping in mind the local
retail environment and the needs of PCO retailers. A couple of distinguishing
features of the new models are the single LCD display on the facade and
dedicated “Jazz Load” key.
Mobilink PCO is aimed at bringing prosperity and happiness for all the people
throughout Pakistan. It's a complete self-employment 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 will also create a world of better prospects in terms of a
consistent source of income for them.
With this unit you shall experience even higher returns even though the
investment in terms of capital is very minimal. Mobilink PCO is a world of
opportunities within its self.
All solutions to your communications needs lie within Mobilink PCO kit, Load
the included Rs. 2,000 Jazz card provided and embark on a successful
business venture right away
Mobilink Fiesta
Now paying your Line Rent in advance can get you additional free minutes on
your i plan. With your free minutes lasting longer, you can talk even more
each month, for no hidden costs or extra charge.
200 Free Minutes (100+100) 800 Free Minutes (400+400) 1,800 Free
Minutes (900+900) 3000 Free Minutes (1500+1500)
Upon opting for indigo Fiesta program, the Customer can not avail any Line
Rent Discounts, or any other form of discount for the Period of the indigo
Fiesta program.
The Advance Line rent shall be paid in full for the period opted for. No
Discounts would be exercised on the Advance Payment. In case any
Discounts exist, they shall be reversed for the Period of the Program.
The Advance Line Rent Paid is non-refundable under all conditions and a
request for the same shall not be entertained in any form or manner.
Customer can not upgrade from one indigo Fiesta Program to another until
the said Period of the chosen indigo Fiesta Program is complete. Customer
shall be responsible for keeping a track of the completion of such Period from
the date of purchase of their respective Fiesta Program.
Customer can not upgrade or downgrade their i plan as he or she signed up
for initially until the said indigo Fiesta Program Period is over.
The Customer cannot port out their number to any other cellular operator for
One (1) year upon signing up for indigo Fiesta Program.
The Customer is not allowed to change their Bill Date until after the expiry of
the indigo Fiesta program Period.
The amount paid for indigo Fiesta program shall not be used as a cash
alternative/ substitute for Bill Payments and/or other facilities etc.
In case of Sales Return from the Mobilink network, only the Security Deposit
will be refundable, subject to pending payment and conditions
All taxes for indigo Fiesta program will be charged upfront.
All Existing Conditions Apply.
Mobilink shall not be liable for any loss, harm, damage, cost, expense etc.
(whether direct or indirect) which may be incurred by any person on account
of anything contained in these Terms and Conditions for indigo Fiesta
Program or any other services provided by Mobilink at any time, including the
use of such Products and/ or Services.
Mobilink reserves the right to amend these terms and conditions in like
manner.
Enjoy the BlackBerry solution (+roaming) on your existing number (For indigo
customers)
How to become a Mobilink Subscriber using a different code & number?
Fill the "Port-in form" along with "CSAF" (available at Franchise/Service
centers) and submit a copy of your NIC.
Ideally the port in process takes 4 days (minimum) however, the process can
take up to 21 days in case you or your existing services provider fail to meet
all the necessary requirements.
FAQs
Can I switch-over to any Mobilink indigo and Jazz package?
Yes, it is entirely up to you. You can select any indigo or Jazz Package. Club
indigo is an exclusive club meant for high-revenue indigo customers and our
corporate clients, and it provides top-of-the-line services to its valuable
members.
Club indigo offers unique privileges such as personalized services (e.g.
delivery of SIM cards, activation of VAS, etc.); priority handling at Contact and
At this time you should replace your old SIM with your new Mobilink SIM
which will be activated within 4hrs.
During the process will my SIM remain activated & for how long?
Apply for or Spend on your Citi Mobilink Credit Card and enjoy unique
benefits.
Enjoy Discounts!
Simply Call CitiPhone at 111-222-222 to signup for the Mobilink direct facility -
Autopay and enjoy a 15% discount on your monthly indigo line rent (Subject
to customer entering into a one year non-portability agreement with Mobilink).
Avail an Annual Fee Waiver on the Citi Mobilink Credit Card when you sign
up onto Autopay. Autopay is a FREE service.
Enjoy Rewards!
Earn TRIPLE Reward Points for every Rs. 50 spent on your Citi Mobilink
Credit Card at Mobilink Outlets or through the Autopay Facility. Earn
DOUBLE Reward Points on Spend elsewhere.
Get Amazing Discount at:
No Annual Fee!
For a limited time period, new card members may avail Annual Fee Waiver
for the first year.
(Such waiver is independent of the Auto pay Signup)
No Security Deposit!
Avail a Security deposit waiver on indigo Connections and indigo International
Roaming upon signing up for the Auto pay Facility.
Instant Redemption!
Simply ask the Mobilink Customer Sales Representative to redeem reward
points against Free Airtime. The redemption against reward points can be for
full or partial bill amount.
Islamabad
Redco Plaza Jinnah Avenue, 78-E, Blue Area, Islamabad
State Life Building # 8, Kashmir Road, Sadar, Rawalpindi
Faisalabad
1298/B Peoples Colony #1, Faisal abad
Gujaranwala
Zaheer Plaza, Near Lari Adda, G.T.Road, Gujranwala
Multan
Multan Arcade, Katchery Road, Multan
Sign-up benefits
As a valued customer, you are entitled to special privileges. On becoming a
Card member, you will be exempt from the joining fee. You can also apply for
three supplementary cards - free for the first year. In addition to this, you get a
range of benefits as mentioned below:
Bonus Talk Points Citi Mobilink Card members will receive 1000 Bonus Talk
Points on signing up for Direct Debit. You can redeem these points against
free Mobilink airtime or choose from a range of gifts available in our rewards
catalog.
Mobilink started operations in 1994 as the first GSM cellular Mobile service in
Pakistan by MOTOROLA Inc.,[citation needed] later it was sold to Orascom,
an Egypt-based multi-national company.
With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet
service provider in Pakistan. Currently providing services only in Karachi.
WiMax services will be sold under the brand name "Mobilink Infinity".
Technology is backed by Alcatel, and company is using a ZYXEL Customer
Premises equipment.
In addition to Mobilink, the Orascom group also owns TWA (Trans World
Associates) which operates an undersea fiber optic cable from Karachi to
Fujairah, UAE.
Branch Offices:
Its branch offices are located in Lahore, Karachi, Faisalabad, Rahim Yar
Khan, Sukkur, Peshwar, Quetta, Swat, and Kohat. Moblink has three main
contact centers in three regions of Pakistan. As for the customers centers
there are about 2000-2500 customers service centers all over Pakistan.
Franchise Addresses
Mobilink has a wide range of voice and data products that help you keep in
touch at home and when traveling. Please contact a Mobilink office or one of
our Franchises' to get connected to Pakistan's largest cellular network.
5 COMPETITORS
Company is facing competition from all the operators in telecom that includes
all the face GSM (Global System of mobile) operators, CDMA operators and
LDI operators and land line operators. All these telecom companies Human
Resource Departments are in constant need of new employees. So there is
stiff competition in the telecom market for Mobilink.
The above table shows that Mobilink is the market leader in terms of market
share. (Personal communication, July 09, 2008) revealed that the market
share has been dropped significantly during the past 5 years due to changing
market structure & increasing competition in the industry however Mobilink is
still the leader in growth & profitability as evident through largest market
captured.
Source: PTA
The above diagrams show that Mobilink has overall the highest market
share of 38% but its customers’ growth has become relatively slow
(Figure 2.2) as least number of subscribers opt it during May 2008.
5.2 Telenor
Telenor acquired the license for providing GSM services in Pakistan in April
2004, and had launched its services commercially in Islamabad, Rawalpindi
and Karachi on 15 March 2005]], and on 23 March 2005, Telenor started its
services in Lahore, Faisalabad and Hyderabad. Telenor has its Corporate
headquarters in Islamabad, with regional offices in Karachi and Lahore. On
January 28, 2005, Telenor established its first call centre in Lahore. Telenor is
the 2nd largest network of Pakistan after Mobilink.
The official opening was held in Islamabad with the Ex-President of Pakistan
General Pervez Musharraf as the guest of honor and a Telenor delegation
headed by CEO Telenor Jon Fredrik Baksaas along with CEO Telenor
Pakistan Tore Johnsen. The inauguration call was made by Ex-President
Pervez Musharaf to the Prime Minister of Norway. Now CEO of Telenor
Pakistan is Jon Eddy Abdullah.
Telenor is providing eight prepaid packages and four postpaid packages.
Prepaid Packages:
• Talkshalk A1
• Talkshalk Har Second
• Talkshalk Har Minute
• Talkshalk 30 Second
• Talkshawk 63
• djuice
• Djuice Jaagtay Raho
• Djuice Din Raat
Postpaid Packages:
• Persona EASY
• Persona SIMPLE
• Persona FREE
• Persona Karoobar (Aimed at Business owners)
5.3 Ufone
Ufone GSM is a Pakistani GSM cellular service provider. It is one of six GSM
Mobile companies in Pakistan and is a subsidiary of Pakistan
Telecommunication Company. It has a subscriber base of 20.05 million as of
July 2009. It is currently owned by United Arab Emirates based Etisalat.
PTML is a wholly owned subsidiary of PTCL. established to operate cellular
telephony. The company commenced its operations, under the brand name of
Ufone from Islamabad on January 29 2001.
During the year Ufone adopted the policy of simplified tariffs with no hidden
charges, which resulted in positive impacts on the usage trends of
subscribers as well as total subscriber base, which has increased from 2,579k
in June 2005 to 7,487k in June 2006. Ufone currently caters for international
roaming to more than 195 live operators across 119 countries and introduced
International roaming facility for Prepaid subscribers in Saudi Arabia, United
Kingdom, United Arab Emirates, Singapore, Portugal and Kuwait with lowest
rates, featuring no security deposit and activation charges. GPRS Roaming
facility is available with more than 75 Live Operators across 59 countries.
The company has also been awarded a new License for providing cellular
services in Azad Jammu & Kashmir and the Northern Areas.
5.4 Warid
Warid Bangladesh launched their operations on the 10th of May, 2007 and
uses the code 16 preceded by the code number of Bangladesh +880. Warid
Bangladesh has acquired a million subscribers within 70 days of launch.
The company started rolling out network from mid-2006. In less than a year,
amidst much speculation, Warid Bangladesh launched their commercial
operation with 26 districts – the largest ever launch in terms of network
coverage and BTS Stations. Unlike its operations in other countries Warid
Bangladesh uses the slogan be heard instead of we care.
6 RESEARCH FINDINGS
6.1 Questionnaire
□ 3-6 month’s □ 7-12 months □ More Then One year □ More then 5 year
□ SMS Rates □ Late Night Option Calling Rates □ Regular Call Rates
□ FNF Call Rates
□ Yes □ No
□ Yes □ No
8 What coverage level (signals) of Mobilink you receive any where you
roam?
9 Does the Value added Services attract you to use the Jazz
connection?
□ Yes □ No
□ every where □ Some where □ Rarely □ No where (then please mention your
vicinity)
12 If you have same or batter offer from other network are you willing to
switch network?
□ Yes □ No
□ Name of Operator
□ Business Excellence
□ Total Customer Satisfaction
□ Trust and integrity
□ Respect for people
□ Corporate Social Responsibility
15 What influence dose Mobilink possess for the benefit of the society?
Yes
No
Good
Bad
Excellent
Good
Bad
Yes
No
Yes
No
Good
Bad
Excellent
Good
Bad
Excellent
Was there
a Floor Courtesy
Greeter to of our
greet CCR?
you?
10% 20%
Overall
FCR
Satisfaction
What is
Was your your Level
issue of
resolved satisfaction
during the with overall
1st visit? services of
Mobilink?
15% 10%
Ambiance
Atmosphere
of CC
Center
10%
As per the research conducted for the services of Mobilink more the 80% of
the customers are satisfied and regularly use the services of Mobilink. As
Mobilink in the pioneer company in Pakistan which has always introduce new
services for its customers therefore customers are also instructed in the new
services launch and also subscribe them like Mobi safe , Mobi tunes and
others.
Overall Satisfaction
Mobilink House Faisalabad, Mobilink House Multan, Jhelum Center & NTO
Center
Courtesy of CCR
All four Regions except Mobilink House Gujranwala
7.1 PEST
(PEST Analysis, n.d.) In PEST P stands for Political, E stands for economical,
S stands for social and T stands for technological analysis of industry with
respect to their environment. The organization's advertising surroundings is
made up from:
a) Political Factors
• Political environment of Pakistan is stable in the current situation and
country is not progressing in terms of economic growth that was expected.
• Environment is investor non-friendly & telecommunication sector is
under regulation.
• Before WTO implementation government already took steps in
regulation of telecommunication sector.
b) Economic Factors
• Marketers should consider long term and short term state of a trading
market
• Inflation is being controlled by state bank and under strict eyes but
unemployment rate is going up & up with the increase of level of poverty
c) Socio-Cultural Factors
• As Pakistan is an Islamic country and people are very strict in case of
Islam any thing against the philosophy of Islam on either print or electronic
media are treated as against Pakistan.
• Most of the people dislike anything extra-ordinary or something which
sabotage their culture or subculture.
• Companies who are targeting upper-end of market mostly published
and aired their advertisement in English language.
• In metropolitan cities women are doing work along with their other
responsibilities but other than metropolitan cities it is difficult for women to
convince their parents and spouses for work.
d) Technological Factors
• Companies have technology with which they can compete in the
Pakistan and now companies are investing in their infrastructure to not only
expand but also to upgrade their existing structure.
• Currently all companies except Zong & Instaphone are providing Multi-
media Messaging Services (MMS), General Packet Radio Service (GPRS),
Virtual Private Network (VPN), Pocket Stocks, Conference Calling,
Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail
at low price and telenor is proving an addition feature that one can see TV
channels on their cell.
• Mobilink shifted its whole network from 900 MHz to 1800 MHz offer
Value-Added Services like General Packet Radio Service (GPRS), Multi-
media Messaging Services (MMS) and Virtual Private Network (VPN) etc.
Strengths
Competitive Advantages
• Mobilink’s strength lies in the establishment of a strong, fundamental
and coherent long-term business plan, designed to sustain economic
challenges in the country.
• It has invested heavily in infrastructure, technology, human resources
and customer services which has given impetus for a broad-based future
planning strategy. It further is investing US $ 500 billion in Pakistan to develop
its infrastructure. Therefore it has the competitive advantage of making huge
investments in Pakistan which no-one else had made before regarding
telecom.
• Pioneer cellular service in Pakistan to provide coverage on the M2
motorway.
• Pioneer in GSM service in Pakistan.
• With 30 million customers Mobilink is truly called the “King of cellular
service providers”.
• Mobilink has the highest market share of 37 % not only in terms of
number of subscribers but also in terms of revenue.
• Large number of corporate customers use Mobilink post paid
connection Indigo and Mobilink’s Blackberry handsets.
• Mobilink and Muslim Commercial Bank have made a combined effort
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.
Innovative Aspects
• Mobilink brought innovation in Pakistan by offering “First GSM Network
Connections”. Previously instaphone was operating with old technology.
• Mobilink is the pioneer in Mobile Commerce services as well.
Previously no other company had made such an effort.
• The concept of post-paid and prepaid was also introduced by Mobilink.
Government Dealings
• Mobilink pays a huge amount in taxes to the government of Pakistan.
So it’s a big source of revenue to the government as well.
• It conducts its business by abiding by the rules and regulations setup
by the government and cooperates with the government in every aspect.
Weaknesses of Mobilink
Less Investment
• Although Mobilink is covering whole Pakistan but its call rates are high
and network quality is poor. These are the two major issues which brought
Mobilink’s share down to 37% in 2008 from 60% in previous years.
• Fewer advertisements now days shows that Mobilink is taking out its
investment from marketing &its advertising is not active up to the mark.
However if we compare it with Telenor, Zong and Warid we’ll realize that they
are heavily marketing their products.
Quality of Network
Mobilink must have planned very good network quality but the results are
opposite as described below.
• Mobilink’s network mostly remains busy in thickly populated cities such
as Karachi, Lahore and Multan so people face a lot of difficulty while trying to
connect to their friends and families. However Warid’s network provides
crystal clear voice quality. So many of Mobilink’s customers (including me)
have shifted to Warid.
• Mobilink has been fined twice by Pakistan telecommunication Authority
over its bad service. It must try and emphasize on providing better services to
its customers instead on concentrating only on expansion
Opportunities of Mobilink
Developments
• Mobilink can develop a stronger market by focusing on segments such
as teenagers, adults, office workers, girls and ladies as well as old people by
offering innovative packages. These packages could be offered keeping in
view the time consideration as well as pocket of each segment. These
packages could be at low cost for teenagers and grand parents as their
pocket is small but could be little expensive for the rest.
Threats of Mobilink
A New Market Player, Zong
• A new market player i.e. Zong is getting immense popularity among
teenagers and youngster students because of its very low call rates and
attractive packages. It is expected from the mushroom growth of its
customers that it will soon capture a large market share hence if Mobilink
keeps its call rates high it is expected that a large percent of young Mobilink
users will switch over to Zong.
We can analyze Mobilink’s different products and services with the help of
BCG Matrix. Currently Mobilink has the following products/services:
(BCG Growth Share Matrix, n.d.) Companies that are large enough to be
organized into strategic business units face the challenge of allocating
resources among those units. In the early 1970's the Boston Consulting
Group developed a model for managing a portfolio of different business units
(or major product lines). The BCG growth-share matrix displays the various
business units on a graph of the market growth rate vs. market share relative
to competitors:
Cash Cow - a business unit that has a large market share in a mature, slow
growing industry. Cash cows require little investment and generate cash that
can be used to invest in other business units. The postpaid connection
Mobilink Indigo could be put here. Similarly Mobilink Blackberry handsets
which are used by the corporate customers generate heavy revenues.
Star - a business unit that has a large market share in a fast growing industry.
Stars may generate cash, but because the market is growing rapidly they
require investment to maintain their lead. If successful, a star will become a
cash cow when its industry matures. Mobilink Jazz could rightly be put here
because there is a rapid growth in Pakistan telecom industry and due to 5
rivals; Mobilink has to save its market share through further investments.
Question Mark (or Problem Child) - a business unit that has a small market
share in a high growth market. These business units require resources to
grow market share, but whether they will succeed and become stars is
unknown. The packages and sub packages of Mobilink such as Jazz one,
Jazz ladies first, Jazz budget etc, I put here because the packages offered by
the competitors are still less costly and Mobilink strongly needs to promote
them for their survival.
Dog - a business unit that has a small market share in a mature industry. A
dog may not require substantial cash, but it ties up capital that could better be
deployed elsewhere. Unless a dog has some other strategic purpose, it
should be liquidated if there is little prospect for it to gain market share.
Currently no product of Mobilink could be put here.
8.1 Conclusion
After conducting the survey shows that most of the customer that are
associated with Mobilink mature customers as they continue to use service
longer period of time.
More the 80% of the customer find the service of Mobilink Satisfactory as the
level of satisfaction of the Mobilink customer is very high they use the new
packages introduce by company and they are also attracted by new
promotional scheme of Mobilink.
Other then Mobilink Customer prefers to use Telenor and Ufone as its show
pervious the in the Market share option also the Telenor and Ufone are on the
1st and 2nd position respectively.
For customers the character the makes Mobilink largest cellular company is
the Total Customer Satisfaction.
8.2 Recommendations
COMMUNICATION
Setting long and short-term goals with employees gives focus to Employee
efforts. When goal setting is done correctly, employees strive to accomplish
those goals and feel confident in achieving them. When goal setting is done
poorly,
work does not progress as desired. Knowing how to set goals effectively is an
important part of Performance management. To do this well, supervisors
need to be able to clarify expectations and to set realistic standards and
targets.
Bibliography
www.mobilinkworld.com