Acknowledgment

This project “Analysis of Service Provider” is assigned to me by my highly

regarded teacher of Services Marketing Mr. Aqeel Shahzad. I have made best

of effort and had not left even one stone unturned to complete this Report as

proper and neat as I can. This informative outcome is the result of hardworking. I

have utilized the skills up to my optimal level, which result in such outcome.

Nevertheless it was a bit-challenging task demanding a lot of commitment,

hardworking, and expertise and time constraint. I have faced so many obstacles

while obtaining required information. I completed it to best of my expertise. There

may be some flaws in this project but I have utilized my expertise to their optimal

level to generate something valuable for me and to share with others.

In short all this is due to love, affection, care, and help of my parents and

teachers who had make us from scrap, a something valuable and to whom I are

going to dedicate my project.

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Growth Of Telecom Sector In Pakistan
Although tremendous growth has taken place in the Pakistan telecom sector but
most of it can be attributed to the cellular growth.

Fixed line is still awaiting a take off. Similarly Value Added Services have grown
but are still a drop in the bucket. Now that the competition has been introduced in
the telecom sector some very positive impact have been observed on the growth
of the sector in a short span of time which is expected to continue to grow for at
least next five years if the daring investors influx continue as in the last 3 years. A
brief account of the growth in telecom sector is given below.

Mobile Sector
Driven by lowest tariffs, maximum coverage, and relatively better quality the
Pakistan mobile market maintained rapid growth during 2007. The newly
deregulated mobile market is now working on sustaining the mobile boom that hit
Pakistan 2 years back and on the brink of adding Value Added Services to
increased customer satisfactions.

Steady growth saw addition of more than two million mobile subscribers every
month throughout the last year. Network coverage of almost 90% of the total
population of Pakistan has made mobile industry even more attractive for foreign
investment. Pakistan has emerged as one of the fastest growing mobile markets
among the developing nations.

This year the sector grew by 80% whereas average growth rate in last 4 years
has been more than 100%. Today total subscribers have reached 76.9 million
(Dec 2007) whereas it was 34.5million in 2006 and 12.7million in 2005.

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Organization: Mobilink

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MOBILINK’S MISSION

“To be a superior communication service company in Pakistan which

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

MOBILINK’S VISION

“To be the leading Telecommunication Services Provider in Pakistan by

offering innovative Communication solutions for my Customers while
exceeding Shareholder value & Employee Expectations “

Premier Cellular Company:

Mobilink Pakistan Premier Cellular Company Claims be to have 10 Million

Subscribers nation wide what you call such a company pioneers giants whatever
but the fact is that Mobilink is the largest Cellular Company in Pakistan.

Mobilink being the pioneers of introducing cellular networks in Pakistan

established themselves as the major cellular company of Pakistan. Covering
almost every city of Pakistan.

Mobilink is giant is this the reason that they are still expensive as compare to
other companies like Ufone and Warid Tel. As people relay on Mobilink services
that’s why Mobilink still charging high rates people especially business class
hesitate to switch to other cellular company.

Company is large and has the largest subscriber base in Pakistan. Mobilink
recently started GPRS services with RS. 500/month of unlimited usage this is the
treat for GRPS users those who want to take their office with them Mobilink give
them ease with reason able charges. Mobilink also started 3 friend and family
number with a charge of 2.25/min still expensive as compared to Warid but giving
incentive to subscriber there is an additional cost of RS 25 to add friends and
family number which is not fair.

Mobilink has the good infrastructure and network is established well. Mobilink
Website is designed to perfection and give impressions that professional are

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sitting behind to manage it. Every thing is clear and described on the website
navigation is clean and no one seems to be lost on the web.

Mobilink is major cellular company and will stand in first place many years to
come. With professional approach and highly skilled staff behind Mobilink is the
premier choice for subscribers nationwide. The only problem I see with Mobilink
is the call rates, which in my point of view are somewhat high. As the competition
is growing I hope the rates will be cut down to attract more subscribers.

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 30
million and growing. We pride ourselves 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 corporate
and multinationals. To achieve this objective, we offer both post-paid (Indigo) and
prepaid (JAZZ) solutions to our customers. Compared to our competitors, both
the post-paid (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, we also offer a host of value-added-services to
our prized customers. At the same time, Mobilink places high importance to its
coverage, which is why we cover you in 8000+ cities and towns nationwide as
well as over 120 countries on international roaming service. In other words, we
speak your language, everywhere.

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RESEARCH METHODOLOGY

The research techniques that are adopted for the purpose of this study are as
follows:

PRIMARY DATA COLLECTION

1Formal Interviews
2Informal Interviews
The formal interviews include people from management and the informal
interviews included people from lower management.

SECONDARY DATA COLLECTION

1Internet search
2Newspapers
3Annual reports of the organization
I have tried to attain the maximum authentic and complete information regarding
company.

LIMITATIONS

One of the major limitations while carrying out this research was the lack of
cooperation on the part of the management of the Mobilink in providing the data
regarding the company and its policies.

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PRODUCTS

Mobilink offers both Pre-paid and Post-paid services. They offer tariff plans that
are exclusively designed to cater to the communication needs of a diverse group
of people, taking into account occasional users to businessmen. To achieve this
objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) services to
their customers.

Jazz is an amazing prepaid service that allows freedom from monthly bills and
gives complete control over the customer’s cellular expenditure. The user can
decide in advance when and how much he wants to spend. He can load a
scratch card whenever he wants to and start talking. Jazz is simple, easy and
loads of fun.

In addition to providing advanced voice communication services, they also offer a

number of value added services to their valued subscribers.

Indigo is positioned on family platform, offering a wide range of products catering

to different needs. It comprises of a range of packages depending upon the
usage levels such as indigo initial and indigo 400 supplementary packages
combine postpaid life style with economical rates.

Call and Control is a hybrid product that offers prepaid convenience and postpaid
control and is suited for high-end prepaid users.

VALUE ADDED SERVICES

GPRS
Mobilink Mustt Services
SMS Messaging
Power Tools

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 Chat Services
Dedication Services
Power Tools
Mail Services
Info Services
IVR Ring tones/Logos
On Call Services
Missed Call Alerts

SALES STRATEGY

Mobilink is the first cellular operator to introduce the “franchise “concept in the
cellular industry in Pakistan and currently operates the largest franchise network
in Pakistan with over 250 franchises/national distributors (dealers operated
service centers). In order to extend its reach even further, Mobilink worked with
its franchisees to develop a network of over 500 sub dealers, these operate as
point of sales (POS) and are branded “Mobilink Connect”. Each franchisee is
adequately equipped to process sales, collect bills and offer customer services.
All franchises have trained sales and service staff fully capable of tackling sales
challenges.

ACHIEVEMENTS

ISO 9002 Quality Management System Certification for Billing,

Engineering Departments and CS Contact Center
Biggest Call Center in Pakistan, which is there to assist the customers 24
hours.
 Bilateral-roaming agreements signed with 100 countries around the world
to have true roaming service operational in 151 operators of the world.

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 Mobilink GSM Short Message Service Center allows Vehicle Tracking and
Fleet Management services that are being provided by Tracker (Pvt.) Ltd.,
under the brand name of C-Track, a company licensed by Pakistan Telecom
Authority (PTA). Tracker currently operates from Karachi but can provide
these facilities at all those locations where GSM coverage is available

CORE COMPETENCE

People at Mobilink believe that their Research & development department is its
core competence along with their workforce i.e. their employees. Mobilink is
basically a customer-oriented company and it always comes up with new
features and products. It surveys the markets and modifies its products according
to the requirements and preferences of its customers. Mobilink has relatively
rapid product development processes that allow for timely updating and release
of new products. It was the first cellular company in Pakistan, which started
working on 100% GSM technology.
At the end of the year 2005, Mobilink crossed its target of reaching up to 10
million customers. At this achievement, all the employees at Mobilink got a
month’s salary as bonus in December 2005.

OPERATIVE GOALS

 To increase and stabilize market share: According to research firm

Pyramid Research, Mobilink has captured 63% share of the Pakistani
mobile market today and is the leading cellular company of Pakistan.
Mobilink is continously striving to not only stabilize this market share but

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 also to increase its market standing. Mobilink does this by their marketing
and sales department; through good advertising

 To have the largest subscriber base in Pakistan: Despite the arrival of

two new players--Al Warid and Telenor--into an already competitive
Pakistani mobile market in 2005, Mobilink continues to add subscribers at
breakneck speeds and defy analyst expectations. Mobilink, owned by
Egyptian giant Orascom Telecom, added over 3 million subscribers last
year, or 65 percent of the country's net additions and just a month ago,
they completed 1 crore cutomers.

 Employee development: In order to maintain a motivated and

committed work force, Mobilink takes into account the promotion, safety,
training and growth of the employees. The HR department conducts daily
clinics to keep a check on the employee performance and to help them
perform their jobs in a better way. Training programs are regularly
conducted. Promotions and bonuses are given to employees who perform
well.

Mobilink believes that "Our people are our greatest asset. We take great pride in
acknowledging the contribution each one of us makes

STRATEGIES AT MOBILINK

The findings mentioned reflect three types of major strategies employed by the
organization at various levels. Namely they are:

1)Corporate level strategy

2)Business level strategy
3)Functional level strategy

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Corporate Level Strategy
As their corporate level strategy, they have entered into partnerships with
different organizations.
On the basis of findings, it appears that for the past few years (1999-2003),
Mobilink had a focus on internal growth. All this is evident from the fact that since
the deregulation of the mobile service industry of Pakistan, Mobilink has
undertaken various efforts to ensure that it changes its stance from concentrating
on its existing market to growing its market presence. The main reason for this
change is mainly to keep up with the competition and to retain and increase its
market share. This transition is obvious in Mobilink’s repositioning itself and
hitting the market with a new face with the catchphrase “Reshaping
communication”

With the threat of new entrants into the industry after the deregulation, Mobilink’s
strategy took a new turn. To keep abreast with the company, Mobilink took the
following steps during the last 2 years:

• Expanded its international roaming Service scope in 14 more countries

including Vietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela,
Nigeria, South Africa, Ethiopia, Uganda, Sudan, Bahrain, Caribbean
Islands. Bilateral roaming agreements signed with 100 countries around
the world to have true roaming service operational in 151 operators of the
world.

• PROMOTIONAL CAMPAIGNS LAUNCHED

 JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ
connection and airtime worth Rs. 200
 INTERNATIONAL SUMMER PROMOTION: Discounted international
tour packages to Sri Lanka, Malaysia and Maldives

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  “JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the
marketing strategy)
 Indigo packages deliver nation wide cellular freedom at local Call rates
 Exclusive deals to 6 northern area destination including Chitral, Galliat,
Hunza, Kaghan , Skardu and Swat.
 Roam the World: year long promotion including travel to the Holy Land
in Ramadan, avail amazing offers at the Dubai Shopping Festival, be a
part if the FIFA World Cup in Germany or visit Paris, Milan, London and
NY.

Joint Promotional Agreements With Various Organizations

• JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-

120 phone set for only Rs. 2750
• Jazz member Get Member: Opportunity for customers to become the brand’s
ambassador and at the same time earn Rs. 400 in airtime. The new Jazz
customer will also get Rs.100 free airtime.
• Mobilink’s Nokia 9500 offer
• MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand
and the world’s leading car rental company to offer discounted car rental rates
(locally as well as internationally) to all Mobilink post-paid customers.
Foreigners visiting Pakistan using the Mobilink network for cellular services
were able to receive a 20% discount on Avis-Car rental Service.
• Mobilink and UBL launch online bill payment facility for Indigo subscribers
• MOB- Motorola V3 launch
• Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Control
connections to all Citibank Credit Card members)
• Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at
Mobilink service center at Awami Markaz, Karachi. The kiosk was set up in
collaboration with Mobile Zone. It gave customers the added convenience of
purchasing quality hand sets of leading manufacturers such as Nokia,

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 Samsung or Sony Ericson right from Mobilink Service Center. On every
purchase the customers would get some free gifts to add more value to their
purchase.

Business Level Strategy

As their business level strategy it has focused on Differentiation strategy ever
since it started. Mobilink has always made successful attempts to distinguish
their products or services from other in the industry. They make their product
unique through:

Advertising

 Highly creative people in the marketing dept

 Billboards, TV commercials, bringing in famous personalities from media
to endorse their packages

Distinctive Product Features

 Value added services

 Online billing
 GPRS enabled
 Mobilink also started 3 friend and family number with a charge of 2.25/min
still expensive as compared to Warid but giving incentive to subscriber
there is an additional cost of RS 25 to add friends and family number.
 International roaming: Bilateral roaming agreements signed with 100
countries around the world to have true roaming service operational in 151
operators of the world.

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Exceptional Service

 There are certain areas of Pakistan where PTCL connections are not
available; the PTCL cables have not reached yet, but Mobilink has its
service in those areas.
 Providing services in 413 cities
 Best customer service in the cellular market: Biggest Call Center in
Pakistan, which is there to assist the customers 24 hours.
 Only cellular service in Pakistan to provide coverage on the M2 motorway.

New Technology

 Introduced GSM tech- bye to AMPS?

 GPRS system – fast and inexpensive
 MOBILINK GSM Short Message Service Center allows Vehicle Tracking
and Fleet Management services that are being provided by Tracker (Pvt.)
Ltd., under the brand name of C-Track, a company licensed by Pakistan
Telecom Authority (PTA). Tracker currently operates from Karachi but can
provide these facilities at all those locations where GSM coverage is
available.

Their differentiation strategy is usually targeted at people who are not particularly
concerned with price, so it can be quite profitable e.g. indigo and blackberry are
relatively expansive packages; blackberry is mainly targeted for the business
class who can afford it. In this way, the revenue generation remains high.
Mobilink offers tariff plans that are exclusively designed to cater to the
communication needs of a diverse group of people, taking into account
occasional users to businessmen. To achieve this objective, mob offers both
postpaid (Indigo, relatively expensive) and the prepaid (JAZZ, relatively
inexpensive) solutions to their customers.

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Low Cost Strategy

Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani
mobile industry Tel. Since it first started its operations, it has been focusing its
products on the upper strata of the society. That is why its rates are higher than
its competitors, Ufone, Warid, Telenor, etc.

Functional Level Strategy

Sales and Marketing

• Differentiation Advantage:
• Because they target the customer groups they offer tariff plans that are
exclusively designed to cater to the communication needs of a diverse
group of people, taking into account occasional users to businessmen. To
achieve this objective, they offer both postpaid (Indigo) and the prepaid
(JAZZ) solutions to their customers
• The marketing department immediately identifies and responds to the
customer needs
• Comes up with interesting marketing strategies which include advertising,

Values @ Mobilink:

Commitment to Total Customer Satisfaction:

Customers are at the heart of my success. They have placed their trust and
confidence in us. In return, I strive to anticipate their needs and deliver service,
quality and value beyond their expectations.

Passion for Business Excellence:

I strive for excellence in all that I do. I aspire to the highest standards and raise

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the bar for myself everyday. This commitment to delivering world-class quality
translates into unmatched service and value for my customers and all
stakeholders.

Trust & Integrity:

At Mobilink, I take pride in practicing the highest ethical standards in an open and
honest environment, and by honeying my commitments. I take personal
responsibility for my actions, and treat everyone fairly, and with trust and respect.

Respect for People:

My relationships drive my business. I respect and esteem my employees and all
stakeholders. I believe in teamwork, empowerment and harmony.

Responsible Corporate Citizen:

As the market leader, I recognize and fulfil my responsibility towards my country
and the environment I operate in.

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 Graphs

Currently, the mobile sector is undergoing intense competition among the six
mobile operators. In this scenario and in the best interest of their long-term
sustainability, mobile operators are now forming strategies driven towards being
at lowest cost, extensive network coverage and Connectivity, innovative products
and segmentation. Value Added Services have become Important over last two
years.

In Pakistan’s competitive and heated mobile market operator’s survival lies in

getting into new areas exploring new Value Added products, and providing better
quality of services. This is only Possible by rolling out networks and be the first to
reach untapped Population of the country. Out of 376 tehsils across Pakistan,
almost 77 % are covered with mobile networks, bringing the figure to 290.

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In 2004 there were less than 2000 cell sites erected by all mobile operators all
together for provision of mobile services. Today total Cell sites of all mobile
operators are more than 17,500. Figure-3 Depicts the number of cell sites of
Cellular Mobile Operators.

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In 2007 the share of each company in mobile market exhibited a Change, except
for Ufone whose subscriber share remained more or Less the same. Mobilink
kept on loosing its share for another year in Favor of Telenor and Warid despite
its secure subscriber base, Whereas Paktel and Instaphone share in the market
also dropped as Both companies are struggling with transitional phase. Figure-4
Depicts the Cellular mobile operators share in the telecommunication Market.

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Conclusion
Telecom sector is growing at an outstanding pace where all Stakeholders are
getting due benefit out of it. PTA is fully abreast of The rapidly developing
technological advancements at the global Telecom scene. The aim of the
Pakistani regulator is to foresee and be proactive in providing conductive
environment for the operators in Order to facilitate them and introduce state of
the art telecom facilities In the country. Telecom sector is contributing about 2% in
GDP directly and if we include its indirect contribution in other sectors This share
comes to about 5%. It is expected that fixed as well as Wireless sectors will grow
considerably in next future years.
Value added products and content development are rather barely explored
markets and offer a great deal to an aggressive investor. 3G services in major
cities would take a slow start but will catch on fairly well and will be a major
contributor in satisfying consumer’s needs provided these are offered at
affordable cost with easy access, availability, reliability and with abundant
content.

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