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CHAPTER: 1
INTRODUCTION TO STUDY
• Personal Observation
• Unstructured Interviews
• Web sites
• Manuals
• Tariff plans
• SWOT Analysis
• Feature Analysis
CHAPTER: 2
REVIEW OF ORGANIZATION
Cellular service is now available in much of the world. Many developing nations have
used cellular technology to provide telephone service.
then 32 million subscriber – base and still growing very fast. The acronym
GSM now aptly stands for global system for mobile communications.
of the company that professionals at call centers receive 150,000 calls per
day 24 hours to solve customer problems online.
Orascom telecom hold now 100% shares of the company, while 1st 14%
shares were owned by Saif Telecom.
North Region:
North region basically include Punjab and NWFP competition
is very strong in these areas so, the coverage is expanded after
every few days. This factor involves constant research of the
market to find out which areas are more in need of the facility.
Central region:
The central region includes some major areas of Punjab. These
are the major industrial cities where the need for mobile phone
is very high Mobilink covers 50% of the total market in central
region.
South Region:
The south Region includes Sindh Karachi one of the busiest
cities of the country requires full time consistent services in
terms of quality.
CHAPTER: 3
MOBILINK’S DEPARTMENTS
3.1 INTRODUCTION:
All multinational companies around the world are having specialized
departments for each function. Same is the case at Mobilink GSM.
Mobilink GSM is having more than 10 departments, which are as follows:
2. Sale department
3. Marketing department
6. Finance department
7. Engineering department
9. Administration department
A: Sales Department
And
B: Customer Service
A: Sales Department
3.2 SALES
The Sales Division is structured with the aim of maximizing
reach and providing
buying convenience to the customers by offering them the best possible
sales
solutions. It is split into three areas; In-direct sales channel, Enterprise
Solutions
and Retail Distribution.
Enterprise Solutions:
To better serve the diversified needs of the business
customers, there is a dedicated team which sells post-paid connections and
all related business solutions like Black Berry and corporate SMS, etc.
Enterprise Solutions sales force is also responsible for the PCO sales.
Retail Distribution:
To support these activities there is a dedicated
distribution planning and monitoring department. The functioning of this
department also includes ensuring timely availability of stock, visibility of
products, commission payments to the channel and policy making.
B: Customer Service
3.3 INTRODUCTION:
Customer services play a very important role
in the success of a company’s operations, because it is the Department that
provides support for company’s tangible and intangible products.
Whatever problem or query the customer has, he or she can contact
customer services department.
Mobilink GSM is a company believing in high quality customer services
therefore 62% of Mobilink’s human resource is working in customer
services department.
Syste Operati
m on
b. Club indigo
Club indigo is a personalized department for corporate customers and
which is headed by corporate accounts manager (CAM). CAM is
responsible for dealing all the corporate customers assigned to him.
Mobilink GSM is having more than 400 franchise service centers across
the country.
e. Franchise Support
The franchise support team is assigned the duty
of coordination activities between franchise centers and support centers.
This team is also responsible for arranging trainings for franchise CSRs
and bring them up to the company’s standards
i. Telemarketing
c. Support Department
Support department is a group of different teams facilitating employees to
deliver quality services to customers in time. Some of these teams are:
ii. Correspondence
v. Operations team
d. Call Center
The Mobilink call center work as the contact center for its customers and
uses state of the art equipment and systems to provide highest quality of
customers service.
The objective is to provide answers to customers queries and solutions to
their problems efficiently and effectively thus enhancing customer loyalty
and productivity.
For this purpose, the call center has acquired state of the art call center
equipment, which includes services, call routing hardwires, and call
recording software, wallboard to monitor service levels and many more
The front end hardware that the CSR’s use include high quality headsets
with microphones, think clients. Besides the CSR’s are provided with a
very conducive working environment with flexible working hours.
Mobilink (GSM) is having there state of the are call centers at Karachi,
Lahore and Islamabad working 24 hours and 7 days of the week to help its
customers.
• Customer focus
CHAPTER: 4
EMPLOYEE INVOLVEMENT AT MOBILINK
4.1 INTRODUCTION:
When companies recognized that customer satisfaction play vital role in
the survival of company’s business at the same time they recognized that
employees working with company also need the same amount of attention.
Because for better customer services, employee involvement is a must.
Therefore now every Multinational and National Company is trying to
pursue practices that help them in employee involvement.
PRESIDENT
VOICE PRECEDENT
DIRECTORS
MANAGERS
M II
SPECIALIST I
SPECIALIST II
ASSOCIATE I
ASSOCIATE II (CSR)
4.3 MOTIVATION
Motivation is considered the most important part in establishing a hard
working, vigilant, goal achieving and effective personnel. It is believed at
Mobilink that a leader is a one person.
Who can motivate a term to success. Leadership is this an important part
of management her and leaders are effectively used to influence people to
attain objectives. They also serve as role models by constantly telling
people how to act.
Mobilink proudly boasts its employees to be at the higher ranks of
Maslow’s Hierarchy of Needs, i.e. “social esteem” and “self
actualization”. This is a result of constant recognition and encouragement
of employee input. Also, employees are given the opportunity to go as far
as their abilities will take them.
4.6 EMPOWERMENT
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In short, employees are prepared to face changes, and Mobilink enables its
employees’ to embrace this change through education, training and skill
enhancement.
4.7 TEAMS
The teams members at Mobilink are made to focus on how they relate ot
each other, listen to others’ suggestions, build on previous information and
use conflict creatively. Each team comprises of a leader, a facilitator, a
team recorder and team members.
The culture at Mobilink fosters team spirit and unity, as this is the basis on
which most work is done. They have separate teams dealing with post-
paid and per-paid connections as well as the corporate and retail client
bases that they maintain.
More, specifically, the teams are cross-functional in nature, thus breaking
down functional area boundaries and encouraging all employees to
participate equally towards improved quality and customer satisfaction.
4.8 TRAINING
Mobilink has and “Instructional Design Process” for training their
employees. It consists of:
3. Person analysis
4. Tasks analysis
The specific Training Principles used are:
a. Presentation techniques:
I. Classroom Instruction
b. Hands on Techniques
II. Simulation
V. Interactive videos
The training programs are continuously evaluated to determine if the
program is meeting objectives and to see if trainees are satisfied with the
content and administration of it.
• Employees support the decisions that they are part of more than the
decision made otherwise.
CHAPTER: 5
MARKETING REVIEW
5.1 INTRODUCTION:
In today’s world of business every company has to properly market its
products and services otherwise it can’t survive for a long time in business
world.
By marketing is meant all aspect of business whether it’s the core products
design, pricing, distribution or its wide range mass media marketing, an
entrepreneur has to look into all aspect. In this chapter a Marketing Mix
Review of Mobilink (GSM) has been given from every point of view.
5.2 MARKETING:
“Marketing is not the war between you and your competitor, but it’s the
love between you and your product.” Marketing manager Pepsi Cola.
“Marketing is a total system of business activities designed to plan, price,
promote and distribute want satisfying products, services and ideas to
target market in order to achieve organizational objectives.”
While doing marketing review I will emphasis on marketing mix (4 P’s) of
Mobilink.
5.3 PRODUCT:
A product is more than a physical item, it is a bundle of satisfaction (utilities) the buyer
receives. This includes its form, taste, color, how it functions in use; the package, the lab,
the warranty, manufacture and retailer’s servicing the confidence or prestige enjoyed by
the brand, and any other symbolic utility received from the possession or use of the goods
or services.
PRE-PAID (JAZZ)
POST-PAID (INDIGO)
PRE-PAID (JAZZ):
JAZZ is a pre-paid service that allows customer freedom from monthly
bills and gives them complete control over their cellular expenditure. They
decide in advance when and how much they want to spend. JAZZ is
offered in two different packages.
JAZZ Easy
JAZZ Octane
JAZZ Budget
JAZZ One
POST-PAID (INDIGO)
To target business class and high end users.
Mobilink offers several post-paid packages.
The major need of different packages to accommodate different customers
to suit their usage. Mobilink now offers four different packages for
customers with different reasons to stay in touch with competitive call
charges and monthly line rent, bundled with inclusive free minutes and a
host of value additions.
Mobilink has reshaped it Indigo packages by making them as Indigo
freedom packages.
Tariff details of these four freedom packages are as fellows:
Tariff Tables
PRE-ACTIVATED POST-PAID
Pre-activated Post-paid connections were introduced to cut down on delay
of activation time to make Post-paid sales as easy as Pre-paid. Mobilink
Star Pre- activated Post-paid pack makes life simpler and easier by
providing the ownership of a postpaid connection in less then 5 minutes.
This innovative cellular solution offers top-of-the-line services, which no
other cellular operator can match.
The unique Post-paid pack contains a Pre-activated SIM card carrying a
ready-to-go star connection along with a detailed user guide that will
introduce you to a wide range of amazing cellular features and Value
added Services. It is the most convenient connection offered in the market.
1. INTERNATIONAL ROAMING
International Roaming gives the advantage of using MOBILINK GSM
phone users to stay in touch with their 1ricnds, 1wnily and colleagues
while traveling abroad.
MOBILINK GSM pioneered the use of Pakistani cellular phones abroad
and now offers roaming in more than 40 countries and the number is
growing continuously.
Customer can use their phone around the world from Africa, through the
Middle East to Australia. Mobilink alliance with North American
operators bas further enhanced their international coverage by offering
GSM footprint in the US and Canada, something that they know is very
important to many business users.
worldwide. As long as the other party has SMS, they have the advantage
of sending and receiving an unlimited number of messages containing as
many as 160 alphanumeric characters.
Text messaging is ideal for situations when it is dim cult to speak in a
quiet seminar or in a cinema hall for example it's also useful when
communicating messages that they don't want overheard.
SMS also comes in handy when customer are in a poor coverage area e.g.
in a basement in an elevator etc. Just send a text message and customer
communication is guaranteed.
3. DATA SERVICE
Data Service makes working on the move a lot easier and so much more
convenient, so that user don't even have to step into their office to stay in
touch with the corporate world.
For using data service, simply connect handset to their laptop, or even
palmtop, and customer arc ready to get what they need from their
corporate or personal databases. This service, could also be used on
Notebooks, Personal computer (PCs) that are cabled to a GSM phone
through a PC card.
4. INFO SERVICES
The new Info service once activated will automatically keep customer
updated with the following, anytime in their coverage areas:
Heading News
Breaking News
World News
Weather News.
5. G-MAIL
Now all GSM user can send email from their mobiles to any email
address. User friends, family and colleagues can also send them emails of
up to 160 alphanumeric characters on your mobile from anywhere in the
world using their own email accounts.
6. EMAIL NOTIFICATION
Every time when customer get a new mail in their Hotmail, Yahoo
account, they will get a notification on their mobile phone. However,
internet service Provider (ISP) e-mail notification is an ISP dependent
feature, and can only work with ISPs that offer e-mail-forwarding service.
Once customer subscribed to info services they can also benefit from the
option of ISP and web-based e-mail notification.
8. CALL WAITING
Customers never have to miss an important call again. If the customer is
already on ea call & someone else calls them, their phone will indicate
through a beep & by displaying the number/name if the caller that another
call is trying to reach customer. Customer can then choose to place the
current caller on hold & answer the new call.
9. BLACK BERRY
Black Berry is the leading wireless enterprise
solution offered by Research In Motion (RIM)
that keeps mobile professionals connected to
people and information while on the go. It is a
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proven platform that provides user around the world with secure, wireless
access to a full suit of business application including:
Phone
SMS
Web and
Organizer features.
5.7 BRANDING
Branding is a feature of products. A brand is name, term, symbol, special
design or a combination of these elements that is intended to identity the
goods or services of sellers. A brand name consists of words, letters or
5.8 PACKAGING
Packaging includes the activities or designing and producing the container
or wrapper for a product. The functions of packaging are to protect,
promote and provide utility. Previously it was just used for protection of
products but now the marketing significance of packaging has emerged.
Fine packaging can make product’s use and reuse easy.
Packaging is different for different products at Mobilink, it can be
categorized into two categories, for their services, which is SIM card it
comes packed in, a CD pack, which includes an active SIM card, scratch
card, a complementary phone book and all informative material regarding
the product. CD pack has a nice logo stating Jazz on it in four different
colors.
A regular connection packaging is packed in envelope includes an inactive
SIM card, receipts and welcome broachers.
Accessories comes in their own boxes by the manufactures on the box,
they have a picture of the product by itself or with some one with using it
and they have Mobilink logo on the box itself to advertise Mobilink. All
these cellular phones, which are accessory for Mobilink, come in different
colors, different sizes, different features and different prize rates.
Strategy they are using for their packaging is to use Red and Blue
color to keep the resemblance in their product.
5.10 LABELING
A label is another feature of the product. It is actually the part of package
that contains information. A label contains the brand name and symbols,
the size and contents of the package, directions for use, safety precautions
and the universal product code.
Mobilink uses two different types of brand label for their product printed
labels and strikers. The information that is given on label is about
company network “Mobilink GSM An Orascom Telecom Company”.
5.11 PRICING
Value is a quantitative measure of the worth of a product to attract the
customer under competitive circumstances. Price is value express in terms
of money. Price is one of the four major variables. Mobilink is using the
“Cost Plus Pricing” method for their services. Prices are based on their
total cost plus desired profit. Mobilink uses profit-oriented objective to
achieve a target return and to maximize profit. The prices that they
establish fluctuate time-to time.
One of the most important factors that arc considered for pricing are
the restriction implied by the Pakistan Telecommunication Authority
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(P.T.A). By imposing the restriction P.T.A, establishes the rule for all
the companies not to over charge the customers.
Mobilink does not compete on pricing with other competitors because they
feel its an open market to win the customers, the only thing that they
compete with other competitors in on quality and value of their product.
To promote their sales Mobilink offers discount, allowances to
wholesaler’s retailers and customers by offering new promotions,
subsidize awards, incentives to the wholesaler and retailers, which are
passed on to the customers by the retailers, Mobilink offer allowance to
their business partners.
5.12 DISTRIBUTION
Mobilink does not transfer the ownership of the product to retailer, retailer
work as an agent for Mobilink. The only benefit the retailers get is
incentives and allowances. The Distribution channel is both Direct and
Indirect where Mobilink use direct channel for post-paid and Indirect
channel for Pre-paid services.
Distribution channel that Mobilink uses for Direct Sales is PRC where P is
Producer, R is a Retailer and C is a Consumer for post-paid and for
indirect Sales channel they are using PWRC where P is for Producer, W is
for Wholesaler, R is for Retailer and C is for Consumer for pre-paid.
Mobilink gives all the product line to the entire retailers; the entire product
comes with guarantee to work. The guarantee of a product varies from
product to product. Mobilink does not own any transportation facility~
they use courier services like TCS/Fed Ex for transportation of their
product. Mobilink does not charge any of its customers for the
transportation of their product.
5.14 PROMOTION
The combination of personal selling, advertising, sales promotion and
public relation to produce a coordinated message structure.
Mobilink uses different methods to offer promotions.
Advertising
Publicity
Sales Promotion
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Personal selling
5.15 ADVERTISING
The word advertising has been derived from a Latin word which means
“to turn the mind to’ or “turn the diversion to something”. It is declined as
“any paid form of non-personal representation of ideas, goods or services
by an identified sponsor”.
Advertising is a flexible promotional method. It can reach a vast number
of customers at low cost per person. The major purpose of this
promotional method is to influence consumer attitude and behavior. It is
used for boosting up the sales and of marketing of products by giving
them proper projection and image.
Mobilink uses all the media's to advertise their product (Newspaper,
Magazine, TV, Billboards, Radio, Outdoor displays, Calendars) they use
persuasive advertisement to gain popularity.
force employed for this particular job. Personal selling may be used to sell
ideas or services.
Mobilink also uses direct and indirect sales force for its product. In direct
sales, each office of Mobilink has a team of well trained sales people who
make cold calls to the customers and educate them about the services at
the same time, either they invite them to visit their office or go down by
themselves to meet customers at their location. In an Indirect sales,
Mobilink have agents who sell their pre-paid cards.
MUSICAL CONCERTS
MOBILINK has taken the lead by organizing the biggest music events in
the history of Pakistan for its customers only. Exclusive invitations to
these mega events make its customers feel very special. These music
marathons run for many days and feature all the top names in the music
industry.
REWARD PROGRAM
Mobilink GSM rewards program is its way of thanking the customers for
selecting Mobilink GSM as their cellular service provider. Customers get a
chance to win exciting prize by using Mobilink CJSM phone. The more
they talk, the more chances of winning great gifts.
Happy Reading
Happy Times
Happy Fiesta
Happy Holidays
Happy Traveling
Happy Clothing
Happy Talking
Happy gifts.
CHAPTER: 6
ANALYSIS
6.1 INTRODUCTION
This chapter is based on the analysis of organizational and marketing
review. Critical facts found during internship are analyzed and written
down in this chapter using SWOT tool of analysis. Before going into
detail of strength and weaknesses at Mobilink (GSM) I would like to
define what SWOT is all about.
positive response within the minds of the consumer, but pushes the
weaknesses further from the decision making process.
6.4 STRENGTHS:
Following are the major strengths noticed by me during internship tenure.
1. Orascom Telecom:
Being backed by such a large group, it’s a strength for Mobilink. Because
it’s the parent company that plays an important role in the success of
subsidiary by bringing major finances and skills with experiences.
3. Visionary leadership:
Mobilink by its birth is blessed with visionary leaders who intern spread
their visions into their team members and help them to achieve goals in
time. Mobilink this time is having round about 11’000 employees who are
supervised by these visionary leaders.
5. Black Berry:
A very unique service this time only offered by Mobilink (GSM) to its
business customers. This blackberry service let them receive the business
mails, calls and other notifications on the go.
6. WAP Setup:
The Wireless Application Protocol (WAP) is a hot topic that has been
widely hyped in the mobile industry and outside of it. WAP is simply a
protocol a standardized way that a mobile phone talks to a server installed
in mobile phone network.
6.5 WEAKNESS:
Every company has some weakness therefore its important to know here
what are Mobilink’s weaknesses.
1. Complex systems:
Mobilink has some complex operational systems that create problems for
employees while facilitating the customers. Especially in call centers when
CSR receive customers call and he has to make several activities in
different software’s in a very limited time.
3. High Charges:
Mobilink always charge higher than competitors, that gives the chance to
competitors to catch the customer. Mobilink only answer as quality
services for high call charges.
6.6 OPPORTUNITIES:
4. Black Berry:
A very unique service offered only by Mobilink can play a vital role for
Mobilink as opportunity because now a days even a common business
person is using email and other web-solution for fastening business
processes, if Mobilink lowers down the rates of this service, there is a
wide range of potential business customers ready to get benefit of this
service.
6.7 THREATS:
The threats which are faced by companies are most of the time external,
but sometime internal sensitive issues can also play the role of threats.
Threats faced by Mobilink are as follows.
1. Competitors:
Because of the growth in telecom sector Pakistani market is playing a vital
role in becoming a good potential market. Mobilink every day face a new
strategy from its competitors to catch loyal customers from Mobilink by
using lower rates. This competition at any time can become a very big
threat for Mobilink.
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2. Number Portability:
By number portability is meant having the same number while using the
services of other company. For example if telenor offers this number
portability facility to a 0300 mobile number that he will be having the
same mobile number while he will be charged as per telenor packages and
he will now be the customer of telenor.
Currently Mobilink is one of the most expensive service provider in this
industry that means if number portability service is made available by
competitors then most of the Mobilink’s customers will shift to other
operators.
4. PTA Rules:
At any time Pakistan Telecom Authority (PTA) can impose such rules
which may be threats for Mobilink. For example recently with the entry of
new firms, PTA has banned Mobilink from lowering down its call charges.
CHAPTER: 7
1. Coverage in Kohat
Mobilink is loosing a lot of its preferred and potential customers because
of poor coverage in Kohat. To get over this weakness Mobilink has to
increase-the number of cell sites. By increasing the number of cell sites
Mobilink will gain more customers and would be able to keep its existing
customers happy.
checking the proper functionality of the equipment that routes the calls. If
the function is not performing property, gel it fixed or replaced.
3. Product Availability
Mobilink is loosing lot of its preferred and potential customers because of
lack of product availability. To get over this weakness Mobilink have to
expand their equipment so they can offer more connections.
4. Enhance Billing
There is a need for Mobilink to set up a platform for automatic payments
deducted from their Bank account or by charging their credit cards
monthly. Mobilink also needs to offer the service to the customer online
where they have the option to make payment for their bill on their leisure.
Most of the time customer complains for being over billed. Even though
Mobilink has been awarded ISO 9002 Quality Management System
Certification for Billing and Engineering departments. There is interface
problem between switch and billing system, by overcoming that they will
attain maximum customer satisfaction. Presently, there is a lack of
coordination because of which customers suffers as their numbers remain
blocked even after they have paid. Similarly, sometimes the number is
unblocked even when it is much beyond its credit limit.
There is also a room for improvement in bill dispatching system. If bills
are send in timely manner this will help customers paying their bill
regularly to avoid billing problems.
7. Repositioning of Mobilink
Mobilink has tried its best by mass advertisement to get the message to
the. Customers for being the "Affordable Mobile Service Provider";
unfortunately the message is not being perceived. They should pay more
attention to Electronic media.
CHAPTER: 8
ACTION PLAN
8.1 INTRODUCTION
A concrete action plan of recommendations findings is discussed in this
chapter. If Mobilink (GSM) follow this action plan its will further be able
to maximize its subscriber base and the most important thing better
customer services.
8.1.1 PROBLEM
During my internship at Mobilink Zonal office Kohat I have observed that
in Kohat subscribers of Mobilink say, when people make a call from their
landline to a Mobilink number beginning with 0300, 0301, 0302 the line
drops even when the number has not been completely dialed. Similarly,
often Mobilink subscribers find their mobile sets signaling "Network
busy" when they try to make a call.
8.1.2 REASON
Telecommunication experts maintain that the poor service of Mobilink is
linked to its large number of subscribers. They pointed out that Mobilink
has expanded its customer-base without making proportionate
improvement in their system.
Businessmen are not happy with mobile phone service provided by
Mobilink. A large number of businessmen have complained SCCI (Sarhad
Chamber of Commerce & Industries) that they are facing inconvenience
due to the unsatisfactory services provided by Mobilink, which also
created problems in their business communication,
8.2.3 N.W.F.P.
In N.W.F.P Mobilink has its service in Peshawar, Nowshera, Mardan and
Kohat,Hangu,Tull,Parachinar. This entire network, at present, consists of
72 sites. Out of these 72 sites, 32 are for the Peshawar city and the others
have different number according to the area.For Kohat there are atleast 12
sites working at different parts of the city. These sites provide full indoor
coverage to about 60% of the customers based in the Kohat city and its
close suburbs. About 30% of the customers have weak and unstable indoor
coverage and 10% might not have any indoor coverage at all. Off course
outdoor coverage is about 100%. To provide 100% indoor quality service
to these 40 or 30% customers, Mobilink has to setup 15 to 20 addition cell
site. These will obviously not only enhance service to the existing
customers but also surely will gain more new customers and thus enhance
the business. But again the ratio of the investment cost and the expected
pay off will have to be Considered. The current statistics regarding the
minutes of usage of each site can provide a concrete guideline for the
planning of the locations and number of the new required sites.
At present, some of the Mobilink sites are running over their maximum
capacity. They need supplementary sites to divide their load and enhance
the quality of service as well.
8.4.1 Construction
After the acquisition of the each site, civil contractor is assigned to build
equipment, generator and guardroom. Number of rooms may vary upon
the location. If lower is constructed on top of the building, equipment
room can be provided by the owner in the building.
8.4.2 Tower
Tower is constructed for installation to receive and transmit antennas for
microwaves equipment for connectivity to BSC.
8.5 RECOMMENDATIONS
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8.6 CONCLUSION
Pakistan is taking rapid strides in development, especially that of its
communication system. The mobile cellular network started their
operations in the year 1990. Since then they have grown extensively over
die years. In Pakistan there are four competitors operating in this industry;
Mobilink, Paktel, Ufone, Instaphone, Paktel and Instaphone is operating
on analog system where as Ufone and Mobilink have die latest digital
technology. Mobilink started its operations in 1994 and is trademark of
Pakistan Mobilink communications ORASCCOM.
Mobilink GSM is the Pakistan's first and only GSM Provider. As internee
in the Mobilink the purpose of this study is to understand the nature of the
specific business organization. Also the background of the Mobilink its
brief history services offered by the company and its tariff structure and
competition. Mobile phones industry comprises of Pakistan Mobile
Communication Limited "(PMCL) which operates under the name of
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In order to gain the market monopoly Mobilink has to facilitate the users
with these facilities of GRPS and MMS etc. The overall performance of
Mobilink in term of profitability and growth has been declining over the
past few years.
BIBLIOGRAPHY