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Internship Report On Mobilink GSM

CHAPTER: 1

INTRODUCTION TO STUDY

1.1 BACKGROUND OF THE STUDY:


All students of Institute of Management Studies, University of Kohat are
required to undergo an internship program of eight weeks in any national
or international organization of repute. It is an academic requirement to
justify their BBA (IT) program.
Being a student of Business Administration, I was required to join an
organization for internship program of eight weeks. I thought it would be
better for me to join an organization where not only can I transform my
theoretical knowledge about business in general and marketing in
particular, into practical one, but can also use this experience as a
launching pad in my professional career.
The organization I opted for was “Mobilink” a joint venture between,
Orascom Telecom Company and Saif Telecom. It was incorporated in
1994, and is engaged in offering cellular services.

1.2 PURPOSE OF THE STUDY:


To understand sales strategies, customer services and satisfaction level of
customers at Mobilink.
The main purpose of the internship is to provide students with an
opportunity to convert their theoretical knowledge gained in Four years
into practical one and to build a platform for their professional career as
well. This internship report is to present the experience gained, facts
obtained, critical point felt during the period and obtained by analysis and
recommendations for improvement. This internship report is being

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presented to Research and Development department of Management


Sciences, KUST for evaluation purpose.

1.3 SCOPE OF WORK:


In order to understand the things comprehensively, I had to adjust my
work due to shortage of time. At the beginning I took an overview of the
organization, and later on I focused my work in the sales and customer
service as I am a student of Marketing. Therefore these two areas are the
main focus of my study.

1.4 METHODOLOGY OF THE REPORT


Both Primary and Secondary data have been obtained for study purpose.
The reason for obtaining primary data is that there has been very little data
available for research requirements.

Source of Primary Data

• Personal Observation

• Unstructured Interviews

Source of Secondary Data

• Web sites

• Manuals

• Tariff plans

Three different methods have been used for analysis purpose.

• SWOT Analysis

• Feature Analysis

1.5 SCHEME OF REPORT:


This report has been divided into four major parts.
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Internship Report On Mobilink GSM

Part-1 is the introduction to study, background, purpose, scope,


methodology, and organization of material.
Part-2 is literature review and includes introduction to organization,
products of the organization, organizational structure and
departmentalization at corporate level, franchise structure,
departmentalization and marketing review.
Part-3 includes the SWOT analysis,
Part-4 includes the finding and recommendation and concrete suggestion
to overcome the gapes found during analysis and improvement.
Part-5 includes the Action Plan.

1.6 CONSTRAINTS AND LIMITATIONS OF STUDY:

• Due to lack of time study can’t cover the entire organization.

• It was very difficult to contact Top Management and MD due to lack


of time and their hectic routines.

• Personal biases may be present due to greater emphasis on interviews.

• There was no data accessible about the main competitors, which


restricted me in proper SWOT Analysis.

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CHAPTER: 2

REVIEW OF ORGANIZATION

2.1 HISTORY OF TELECOMMUNICATION:


Communication is an important part of our life. The word Tele means far
and communication describes the processes of conveying messages from
one person to another so they are understood.
3000 B.C was the time before written records appeared. However, since
that time, people found the need for communication. At those times,
modes used for communication were most probably sounds and gestures.
In ancient times, people used different methods to communicate over long
distances, Greeks developed a fast method to carry messages in 500 B.C
from city to city.
As time passed by and language news chiefly by word of mouth. Runners
carried spoken messages over long distances and some people generally,
the native Americans, used drumbeats, fires and smoke signals to
communicate with people who understood the codes they used.
Writing ranked second only to speech among the earliest inventions in
communication. It enabled people to exchange messages over long
distances and they could be kept for later use. With the invention of
writing prehistoric times ended and the period of written story began, and
the period of printing started during the renaissance from the 1300’s to the
1600’s. However, rapid communication did not develop until the electric
telegraph-was invented in 1858.
Telephone was invented by Alexandra Grahame bell, who patented it in
1876 and 1877. The first commercial cellular system went into operation
in 1983 in the United States.

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Cellular service is now available in much of the world. Many developing nations have
used cellular technology to provide telephone service.

2.2 HISTORY OF GSM:


In 1921, Detroit Michigan Police department made the earliest significant
use of mobile radio in a vehicle in the United States. The channel soon
became over crowded. Increasing the channels encouraged a substantial
buildup of police system.
In 1945, first public mobile telephone system in the U.S was inaugurated
in St. Louis, Missouri with three channels at 150 MHz. In 1997, a public
mobile system using frequencies between 35 to 44 MHz band began
operation along the highway between New York and Boston. In 1969,
automatic capability was extended to the 450 MHz band and so-called
“improved mobile telephone system” (IMTS) become the standard for
mobile telephone service in the U.S.
Since the day cellular industry came in existence analogue technology was
used. During the early 1980’s analogue cellular telephone systems were
experiencing rapid growth in Europe, particularly in Scandinavia and the
united Kingdome.
In 1989, GSM responsibility was transferred to the European
telecommunication standards institute (ETSI) and phase I of the GSM
specifications was published in 1990. Commercial service was started in
1991, and by 1993 there were 36 GSM networks in 22 countries, with 25
additional countries having already selected or considering GSM.
Although standardized in Europe, GSM is not only a European standard.
GSM networks are operational or planned in almost 80 countries in
Europe, the Middle East, the Far-East, Africa, South America, and
Australia.
In the beginning of 1994, there were 1.3 million subscribers worldwide.
By the beginning and this time in 2008 only Mobilink (GSM) has more

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then 32 million subscriber – base and still growing very fast. The acronym
GSM now aptly stands for global system for mobile communications.

2.3 OVERVIEW OF TELECOM INDUSTRY IN PAKISTAN


Pakistan has lead its telecommunication industry under a policy to
promote strong foreign investment. The present government has
implemented a policy of economic reforms deregulation and privatization
in the telecommunication besides other sectors.
Prior to 2003, the Pakistan Telecommunications Company Limited
(PTCL) controlled Pakistan’s telecommunications market with 98%
dominance of the market. This dominance ended on Dec, 31, 2002, when
the government opened the vast Pakistani telecom market to competition.
New telecom companies, backed by foreign investors, can now compete in
local, national, and international telecommunications markets.
With the investment opportunities offered in the telecom sector, Pakistan
is striving for improvement of existing infrastructure. Pakistan offers a
large network and access to the markets of the Middle East, central Asia,
India, and the Far-East. Currently there are 8.761 million telephone lines
in use and 6 large cellular service companies in Pakistan having millions
of subscriber base.
These leading mobile phone companies namely are: Mobilink (GSM),
Instaphone, Warid, Ufone, Telenor, Paktel, Warid, Telenor and Zong
entered the Pakistani market last year.
With deregulation PTA was able to reduce its royalty from four percent to
two percent and thus create a huge demand for pay phone operators. In
light of PTA’s modern open policy a large number of licenses were issued
to card payphone operators. The PTA, paying special attention to foreign
investors, has implemented new policies and tax regulations to promote a
friendly foreign business environment. Pakistan allows foreign investment
reparable basis.

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The future in Pakistan telecommunication sector looks bright. The


government is acknowledging infrastructure and private enterprise. Due to
privatization mobile industry has growing by 67%, payphones increased
by over 39%, and listed phone service rose 18.7% overall, the foreign
investment opportunities are budding as more and more feel the need to
communicate, conduct local and international businesses.

2.4 ORASCOM TELECOM (PARENT COMPANY)


Mobilink (GSM) is a subsidiary of Orascom telecom. Orascom telecom
was founded in 1950 by Mr. Onsi Sawiris with a mission to build the
infrastructure and improve the quality of life fore the people of Egypt.
Today Orascom group carries this mission through three primary operating
companies. Orascom construction industries, Orascom projects and tourist
Development, and Orascom technologies.
Orascom technologies is one of Egypt’s leading information technology
companies. Their business activates include sales, support and service for
computer hardware, software, networking equipment, test and
measurement equipment, analytical instruments, security systems, and
telecommunications products.
Orascom technologies also have a significant stake in a national public
pay phone service provider and a national mobile phone service provider
as well as investments in a number of companies offering a
complementary range of information technology products and services.
These include Egypt’s premier internet services providers, a business
oriented, value-added reseller, and a retail chain.

2.5 MOBILINK IN PAKISTAN:


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Mobilink (GSM) is the brand name used by Pakistan mobile


communication (Pvt.) Ltd. Mobilink (GSM) started operations in Pakistan
in the year 1994. Mobilink (PMCL) Pakistan mobile communications
limited is a joint venture of Motorola (Inc) U.S.A, IWC (International
Wireless communications) and Saif Telecom. Mobilink GSM (PMCL) is
the market leader in providing state of the art communications solutions to
more than 10 million customers in Pakistan Mobilink GSM is the first
cellular service provider in Pakistan to operate on a 100% digital GSM
technology. When Mobilink was first launched in 1994 it started its
operations by providing successful services from Karachi and then
Mobilink decided to go to nationwide expansions towards other parts of
the country. Lahore was the second target market and then company
opened its service centers at Islamabad and Peshawar as their subscriber
base grown.
Presently Mobilink GMS is having more than 32 million customers. 14
sales and service centers in three regions (North, South, and Central
Region). Over 6,300 cell sites, two state-of-the-art call centers and third in
rapid rollout, close to 500+ franchises.
Mobilink GSM is offering 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 prepaid (Jazz) solutions to their
customers. In addition to providing advanced voice communication
services, Mobilink is also offering a number of value added services to
heir valued subscribers.
Mobilink GSM is the only company in Pakistan, which has big largest call
centres for its customers. Three call centers are in operations equipped
with modern communication technologies and highly trained customer
services representatives (CSR’s). As mentioned by the CEO and president

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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.

2.6 MOBILINK’S VISION: -


To be the leading telecommunication services provider in Pakistan by
offering innovative communication solutions for our customers while
exceeding shareholder value and employee expectations.

2.7 MOBILINK’S VALUES: -

1. Commitment to Total Customer Satisfaction

2. Respect for People Head office of Mobilink GSM is situated in


Islamabad, whereas service centers (Regional Offices) and
franchises operate in various areas of the country where Mobilink
offers it

3. Passion for Business Excellence

4. Trust and Integrity

5. Responsible corporation citizen

2.8 MOBILINK OPERATIONAL AREAS:

Mobilink operates in three regions.

 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.

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 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.

2.9 MOBILINK KOHAT:


Mobilink Kohat Zonal office comes under north region. It was established
in 2006. Zonal Office Kohat is situated in Pir Saadullah Shah Market
kachahri Chock. Zonal Office Kohat has concerned departments available
like customer services department, credit and collection department (C &
C), Franchise coordinators, and sales departments.
Sales and customers service departments are headed by zonal sales
managers, while other departments are managed by their respective
coordinators . All the managers, specialists and associates have to report to
their head of the departments. Sales department report to regional
commercial director, (RCD) who is also the administrator of the Mobilink
Zonal office Kohat being a senior land ranking.
Kohat Zonal office is responsible for the supervision of at least 16
franchises. 8 franchises come under the zone C that covers the area from
Kohat to Parachinar. While remaining 8 franchises come under zone D
that covers the area from kohat to DI Khan.

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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:

1. Customer services department

2. Sale department

3. Marketing department

4. Information technology and systems department

5. Internal audit department

6. Finance department

7. Engineering department

8. Human resources department

9. Administration department

10. Interconnect department

11. Government relations office


And then again each department has its own sub departments performing
different tasks.
But here I am going to mention and explain the operation of basic two
departments in which I got work experience through internship period.
These are
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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.

Indirect Sales Channel:


This channel is split into 4 main regions and 5 sub
regions across Pakistan and is primarily responsible for managing sales
through the franchise network and ensuring availability at the retail level.
There are more than 400 Mobilink franchisees in Pakistan and they serve
as the primary sales force for the company, distributing prepaid SIMs and
recharge products, i.e. scratch cards and Jazz Load (over-the-air recharge).
The franchise channel also contributes heavily towards the post paid and
PCO sales.

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.

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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.

Customer services department is divided into two functional heads: -

1. Customer services systems (Back end)

2. Customer services operations (format end)

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CUSTOMER SERVICES DEPARTMENT STRUCTURE


Customer Service
Department

Syste Operati
m on

Quali Busi Quali


ty ness Supp Call ty
Assu Anal assur Servi Fran
ort Club
rance ysis ance ce chise
Depa cente Indig
and and and Cent Supp
rtme o
stand Deve stand ers ort
nt r
ardiz lopm ardiz
ation ent ation
3.4 CUSTOMER SERVICES OPERATIONS
Operational functions of customer services department are: -

1. To facilitate and guide the walk-in and corporate customers through


Mobilink service centers, club indigo (CAMS) and Mobilink franchise
centers.

2. To resolve customer’s queries / requests and provide optional solution


in minimum turnaround time, keeping both company’s and customer’s
interest in focus.

3. To inform and update customer about upcoming promos, VAS and


products.

4. To minimize churn and increase revenue.


These operational functions are performed with the help of following sub
departments.

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a. Quality Assurance, Standardizations And Trainings


Quality assurance, standardization and training team is responsible
for:

 Standardization of polices Nationwide

 Conducting trainings for franchise and Mobilink customer services


employees

 Development and implementation of checks and balance to ensure


quality.
Quality assurance team plays a very important role in Mobilink customer
services, because they train employees for delivering outstanding
customer services and this team also fight with employees and
management on behalf of the customer.

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.

c. Mobilink service centers


There are more than 17 service centers of Mobilink across the country in
every major city. Service center is headed by service center manager and a
dedicated team of CSR (customer center manager). At service centers
customers can avail and of the company’s service for example buying a
new Jazz, Indigo connection, payment of bills, solution to their complaints
centers are company owned.

d. Franchise Service Centers


Franchise service centers are Mobilink out sourced points providing both
sales and customer services to walk in customers.

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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

3.5 CUSTOMER SERVICES SYSTEMS


The functions which are performed back-end to support front-end
functions are categorized under the systems head.
This systems functions is performed by various departments in
collaboration to each others. They are as follows:

a. Quality Assurance, Standardization And Training


This department again on the back-end performs the following activities:

i. Standardization of polices nationwide

ii. Conducting trainings for Mobilink DS employees

iii. Development and implementation of checks and balance to ensure


quality.

b. Business Analysis And Development


Business analysis and development team is responsible for monitoring the
business to business and business to customer activities and their
outcomes. If the outcomes are not up to the mark they develop new
procedures to facilitate business and customers.
Their basic activates are as follows: -

i. Telemarketing

ii. Churn management


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iii. CS data analysis and reports

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:

i. Analysis team for software development

ii. Correspondence

iii. SIM and bill delivery management

iv. Subscriber management team

v. Operations team

vi. Jazz 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.

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3.6 DEFINING QUALITY SERVICE AT MOBILINK


Quality of Mobilink is something that is defined by the customers because
the company tries to achieve what the customers expects.
This is why Mobilink people define their vision statement as:
To be the most friendly and committed to total customer satisfaction with
passion for business excellence.

Quality Statements Of Mobilink

• Defining quality in terms of cellular industry, which is more value


added

• Customer focus

• Every customer interaction to be a pleasant experience

• Implementing quality in the process

• Bringing network failures to around 4-4%.

• Brining the best practices in engineering

• Providing best connectivity

• Introducing softy environment for Mobilink employees

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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.

4.2 HIERARCHY AT MOBILINK


Mobilink (GSM) is and equal employment providing company, than
ensures equal growth to all employees at all departments. Therefore
Mobilink HR department has made a single and straight hierarchy of staff
which is as follows:
From associate III up to president.

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Chart-2: organizational structure at corporate level

PRESIDENT

VOICE PRECEDENT

DIRECTORS

MANAGERS

M II

SPECIALIST I

SPECIALIST II

ASSOCIATE I

ASSOCIATE II (CSR)

Source: Musamir, Ahmed (2005). New Hire Training. A presentation, 5.

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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.

4.4 EMPLOYEE WANTS


The manger at Mobilink always take into account the needs of employees
and realize the these needs comprise more than just good pay. Pay levels
are developed in accordance to market levels, which includes both
minimum wage and overtime. At Mobilink:

• Basic wage is maintained at 30% over and above market rates.

• Employee contributions are rewarded with both monetary and non-


monetary incentives.

• Employees are given the following benefits:

 Employees security benefits (income security, retirement


security)

 Time-Off Benefits (on-the-job breaks, sick days and well pay,


holidays and vacations, leaves of absence)
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 Work Scheduling Benefits (meeting deadlines either from


home or from office)

 Employee services (educational, financial, social)

4.5 ACHIEVING A MOTIVATED WORK FORCE


Mobilink has well created a self motivating environment. This is achieved
by:

• Manager: First determine their own motivations and goals.

• Employees known better and relationship but by mentoring and


coaching. This helps develop skill and strengthen behavioral
weaknesses.

• Keeping an optimistic outlook. Here an atmosphere of respect,


sincerity and unity is developed to keep employees focused.

• Goals are shard. This is done by readily discussing goals,


encouraging ideas and making employees develop skills and increase
knowledge about the company and customers.

• Monitoring progress. Performance is constantly monitored through


appraisals. This indicates not only employee performance at reaching
the set goals, but also tells Mobilink how the employees are
developing.

• Effective communication is the essence of achieving and effective


and efficient workforce at Mobilink. Providing employees all
knowledge and information relevant to their work units does this.
Employees are also kept up to date by the use of an Intranet system.

4.6 EMPOWERMENT
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Empowerment is a strong part of Mobil ink’s quality achievement strategy.


To effectively empower the work teams, management works in the
principle that the desired solutions must hit a wide range of targets. This is
then accomplished through delegation of authority and control where it
seems necessary to improvement. The aim is to:

• Help build good working relationships;

• Be legitimate, non discriminatory and compatible with organizational


practices;

• Recognize all parties alternatives;

• Help to improve communication;

• And lastly, help to generate a lasting commitment to the solutions.

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.

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4.8 TRAINING
Mobilink has and “Instructional Design Process” for training their
employees. It consists of:

1. Conducting need assessment

2. Conducting organizational analysis

3. Person analysis

4. Tasks analysis
The specific Training Principles used are:

• Employees need to know why they should learn

• Employees need their own expertise as a basis for learning

• Employees need to have opportunity to practice

• Employees need feed back

• Employees learn by observing others

• Employees need training programs to be properly coordinated and


controlled.
The training methods adopted by Mobilink include:

a. Presentation techniques:

I. Classroom Instruction

II. Distance learning

III. Audio-visual techniques

b. Hands on Techniques

I. On the job training

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II. Simulation

III. Business games and case studies

IV. Behavior modeling

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.

4.9 RECOGNITION AND REWARD


Hard working and ambitious employees are given due recognition and
awarded through bonus and over-time payments, recognition certificates,
merit pays, individual incentives and profit sharing.

4.10 BENEFITS OF EMPLOYEE INVOLVEMENT


Mobilink believes that involving employees, empowering then and
bringing them into the decision making process provides the perfect
opportunity for continuous process improvement. More specifically
employee involvement improves quality and increases productivity
because:

• Employees make better decisions using their expert and technical


knowledge.

• Employees get a feeling of belonging and this increases moral.

• Employees support the decisions that they are part of more than the
decision made otherwise.

• It enhances effective communication and cooperation

• There is increased commitment to goals because the employees are


involved.
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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.

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5.4 SERVICES OF MOBILINK:

 PRE-PAID (JAZZ)

 POST-PAID (INDIGO)

 AND VALUE ADDED SERVICES (VAS)

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 Ladies First

 JAZZ Budget

 JAZZ One

 Jazz One +One

It is also the most convenient way of getting a cellular connection where


no prior credit checks, no security deposits, no monthly bills, no due dates,
no long queues, and no long term commitments.
JAZZ gives user instant access to both national wide and international
calling. It comes with inclusive value-added serviced like caller line
identification, call waiting and voice mail.
To be a leading part in competition and to facilitate customers, Mobilink
introduced JAZZ Octane.

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 Tariff details of both pre-paid packages JAZZ easy and JAZZ


Octane,

 JAZZ Ladies First, JAZZ Budget, JAZZ One are as fellows.

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

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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.

5.5 VALUE ADDED SERVICES:

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.

2. SMS (SHORT MESSAGING SERVICE)


SMS allows customers to send and receive text messages from their
mobile to other Mobilink GSM and Jazz users. Customers also become
part of the bigger GSM community from more than 100 countries
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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.

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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.

7. CALLER LINE IDENTIFICATION


Customer can see the telephone number of the caller before they answer
the call. With most models of phones, their caller name will be shown
along with or instead of their number, if they have their number stored in
their mobile.

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:

 Email

 Phone

 SMS

 Web and

 Organizer features.

10. CALL FORWARDING


Call forwarding allows customer to divert incoming calls to their Voice
Mail or another Mobilink GSM number, when their phone is busy,
unreachable or they don't want to be disturbed.

11. FREE ANSA CALL (VOICE MAIL)


That takes customer messages when they cannot, or choose not to attend a
call.

5.6 LOCAL ACCESS FACILITY IN ALL CITIES OF


COVERAGE
With a Mobilink GSM connection, customer can now enjoy local access in
their city of presence (other than home location) even if they do not have a
nationwide dialing facility. By paying just the security deposit for a local
connection, they can now go to any city of Mobilink coverage and make
local calls to Pakistan Telecommunication (PTC) numbers within that city.

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

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numbers that can be vocalized. A trademark is a part or the brand that


appears in the form of a symbol, design, distinctive coloring or lettering.
Brand name used by Mobilink is “Mobilink GSM”. At the same time
Mobilink uses two different brands for its product. Mobilink Star for post-
paid packages and Jazz for pre-paid packages.

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.

5.9 WHY MOBILINK USE PACKAGING

 Protect the product on its way to the customers.

 Provide protection after the product is purchased.

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 Help gain acceptance of the product from retailers.

 Help persuade customers to buy the product.

 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.

 Because of the change in Government polices.

 To win the market from the competition by making new plans or


making changes in the existing plans.

 Prices change because of the inflation.

 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.

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5.13 CHANNEL OF DISTRIBUTION

Direct Channel of Distribution

Chart-3: Channels of Distribution

Producer Retailer Consumer

Producer Wholesaler Retailer Retailer

Direct Channel of Distribution

Source: Lateor, Philip.R. and Graham, John.L.(1999). International


marketing, California. Irwin McGraw Hill.

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.

PUBLICITY & PUBLIC RELATION


Public relation is a management function enabling organization to achieve
effective relationship with their various audiences through an
understanding of audience opinions, attitudes, and values. Publicity is the
generation of news about
A person product, or service that appears in broadcast or print media.
Most of the Mobilink customers are referrals because of their great
services and customer's service. At the same time they get publicity every
month in print media like having good Articles written about the company
and its reputation.

5.16 PERSONAL SELLING


Personal selling as a method of promotion is often considered as one of
the most persuasive way of attracting customers. It is the way of
communicating with present and potential customer with the aid of sales

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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.

5.17 SALES PROMOTION


Sales Promotion is the marketing activities that adds value to the product
for a limited period or time to stimulated consumer purchasing and dealer
effectiveness. Sales promotion offers an extra incentive for consumer to
take to action.
Mobilink sales promotional activities by draws and discounts and at the
same time they run monthly promotions. They are being a part of a trade
shows by arranging festivals like Mobilink Basant 2001. Mobilink gain
Publicity in 1996 for their product for being a world-cup sponsor.
They do not believe in giving out wrong information to their customers for
selling their product and services to get business in long run. The major
effect of government polices on the Mobilink is non-profitability.
Mobilink keeps on making the changes in the components of their product
all the time by adding extra services to their backgrounds in marketing,
engineering, and information technology. They are 550 team workers
working together to make Mobilink a successful venture.

5.18 PROMOTIONAL ACTIVITIES


Following are the activities of marketing department for the promotion of
different packages offered by Mobilink.

 Musical Concerts ( WHEN )

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 Mobilink GSM Rewards Program

 Local Access Facility

 Cricket talent hunt program

 Young scientist motivation program

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.

COLLECTING POINT AND ENJOYING THE REWARDS


The customer collects one reward point for every Rs. 5 of their billed
amount. When they accumulate sufficient points, customer can exchange
them with any of the gifts.
Customer must accumulate a minimum of 500 points to redeem them
against the listed gifts, The more points they earn, the more chances of
winning attractive gifts.
Mobilink gives away attractive gifts like the ones that are given as fellow:

 Happy Reading

 Happy Times

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 Happy Fiesta

 Happy Holidays

 Happy Traveling

 Happy Clothing

 Happy Talking

 Happy gifts.

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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.

6.2 THE ORIGIN OF SWOT


This remarkable piece of history as to the origins of SWOT analysis was
provide by Albert S Humphrey, one of the founding fathers of what we
know today as SWOT analysis. SWOT analysis came from the research
conducted at Stanford research institute from 1960-1970. The background
to SWOT stemmed from the need to find out why corporate planning
failed. It all began with the corporate planning trend, which seemed to
appear first at Due Point in 1949. By 1960 every Fortune 500 company
had a corporate planning manager (or equivalent) and associations of long
range corporate planners had sprung up in both the USA and the UK.
However a unanimous opinion developed in all of these companies that
corporate planning in the shape of long range planning was not working,
did not pay off, and was an expensive investment in futility.
SWOT analysis is a basic, straightforward model that provides direction
and serves as a basis for the development of planning. It accomplishes this
by assessing an organizations strengths (what an organization can do) and
weakness (what an organization cannot do) in addition to opportunities
(potential favorable conditions for an organization) and threats (potential
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unfavorable conditions for an organization). SWOT analysis is an


important step in planning and its value is often underestimated despite the
simplicity in creation. The role of SWOT analysis is to take the
information from the environmental analysis and separate it into internal
issues (strengths and weaknesses) and external issues (opportunities and
threats). Once this is completed, SWOT analysis determines if the
information indicates something that will assist the firm in accomplishing
its objectives (a strength or opportunity), or if it indicates an obstacle that
must be overcome or minimized to achieve desired results (weakness or
threat).

6.3 ELEMENTS OF SWOT ANALYSIS

Strengths and Weaknesses


Relative to market needs and competitors’ characteristics, a manager must
begin to think in terms of what the firm can do well and where it may have
deficiencies. Strengths and weaknesses exist internally within a firm, or in
key relationships between the firm and its customers. SWOT analysis must
be customer focused to gain maximum benefit; strength is really
meaningful only when it is useful in satisfying the needs of a customer. At
this point, the strength becomes a capability.
When writing down strengths, it is imperative that they be considered
from both the view of the firm as well as from the customers that are dealt
with. These strengths should be realistic and not modest.
A customer-focused SWOT may also uncover a firm’s potential
weaknesses.
Although some weaknesses may be harmless, those that relate to specific
customer needs should be minimized if at all possible. In addition, a focus
on a firm’s strengths in advertising is promotion is important to increase
awareness in areas that a firm excels in. this method not only evokes a

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positive response within the minds of the consumer, but pushes the
weaknesses further from the decision making process.

SWOT ANALYSIS AT MOBILINK (GSM)

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.

2. Loyal customer base:


During the period of last ten years, Mobilink (GSM) has earned a loyal
customer base of more than 3.2 million customers. Its really a very big
success & strength because what-ever product or service the company will
introduce would be easily accepted by these loyal customers.

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.

s4. Billing System:


Mobilink to facilitate their business customers has acquired a strong
billing system for their postpaid indigo connections. This billing system is
very efficient in correct billing and month to month billing updates.

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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.

7. Coverage in more than 1000 destinations:


Mobilink is leading the telecom market by offering service in more than
500 cities that means more than 1000 destinations.

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.

2. Over load on Network:


Due to such a large subscriber base most of the time there is an overload
on the network and customers are unable to connect their calls, that is an
immense weakness.

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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.

4. Non-Manageable customer base.


More than 3.2 million customers mean something, and this year Mobilink
is having the target of 4.2 million. Even in this stage Mobilink is unable to
manage this customer base-always having problem in one of the city’s
network problem, card recharge issue and many call connectivity
complaints, it mean weakness is here.

5. Bill Delivery system:


Each month Mobilink delivers such a large numbers of couriers company
it would be beneficial for the company. These huge numbers of bill are not
properly delivered by currier companies that create customer complaints
for Mobilink.

6.6 OPPORTUNITIES:

1. Personal Fiber Optics:


If Mobilink (GSM) spread its own fiber optics network across the country,
that would mean Mobilink would not have to pay a huge amount to PTCL
for its lease line being used by Mobilink. Further more fast connectivity
and very few network problem, that would inturn increase more customer
satisfaction. And Mobilink being using on lines can charge very law
competitive rates for its services.

2. Coverage in more cities:


Remaining within the current infrastructure if Mobilink expands its
coverage in a faster pace that would be very beneficial because the
competitors have not yet reached the number of cities being covered by

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Mobilink. Coverage in more cities means more customers and more


profits.

3. Awareness in Telecom Market:


Duet to the immense competition in the Telecom Market people are
getting awarded of the cellular industry’s products that means more
potential customers. Mobilink has already being benefited by this
opportunity. Mobilink in the year 2004 was having only 4.5 million
customers, but because of the new entrance (Telenor & Warid) in the
market more people got awarded about cellular services, that boosted up
Mobilink sales and now in the beginning of 2006 Mobilink is having 12.9
million subscribers.

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.

3. Too Much Expansion in Customer Base:


More customer means more profits for the firm, but there is always a limit
that a company can handle other wise company face many problems. If
Mobilink (GSM) would not make efforts to satisfy its available fool of
customers then its difficult to retain such a large customer base.

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.

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CHAPTER: 7

FINDINGS & RECOMMENDATIONS

Following recommendations are suggested to overcome the problems and


improve the performance of company in general.
Although Mobilink is performing well, there are certain areas where they
need improvement. During my internship, I observed that Mobilink can
achieve more success if they:

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.

2. Reduce The Load on Network


To reduce the load on network, first thing Mobilink needs to do is to slop
selling any more new connections until they expand their switch capacity
in order to avoid congestion problem. This is the most important factor to
be considered because it goes against the company's commitment to assure
for best services and then lacing congestions and disturbances resulting in
customer dissatisfaction.
Secondly, they should focus on upgrading their equipment frequently to
accommodate the demand for their services that they are offering to their
consumers. (By adding switches, routers etc.)
To eliminate call drop, error in connection, no voice channel; Mobilink
engineering department has to find the patches for the software bugs that
runs the infrastructure for call routing and at the same time keep on
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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.

5. Over Come the Problem of Lack of Communication


Even though Mobilink has open door policy; the policy only exists in
papers, which needs to be implemented at the corporate level as well as
franchises for the benefit of customers. Mobilink should have the open
door policy for their employees working at franchises for their suggestions
to improve the quality of customer service because they are the one who

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interact with customers. It can be done by arranging monthly meetings


with their staff by using video conferencing over the net or over telephone
lines, training using cable TV network or in person. There should be
internal training programs and there should be more coordination between
different departments. This will reduce mistakes on all levels and will
increase employee motivation to work.
Establishing and maintaining effective communications with each
employee not only requires good oral and written communications skills,
but it also includes the ability to establish good working relationships. To
communicate effectively with employees, supervisors must establish an
environment that promotes an open door atmosphere, the sharing of ideas,
and employee involvement in decision making processes.

6. Sales Promotional Activities


They should have better marketing and promotional activities to promote
their brand image. Presently, Ufone is working very hard on its
promotional activities and advertising. Mobilink is lagging behind in good
marketing policies and is thus losing customers. ,

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.

8. Target Market Properly


Proper segmentation should be done. Right now, Mobilink has vague
segmentation. They should segment the market according to customer
characteristics and then make their plans.

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They should have customer loyalty program: prizes on point system,


dependent on airtime usage. This way, the internal usage of lines will
increase.

9. Focus on Corporate Clientele


They should try to hold large share of corporate network. Presently,
Mobilink has a very small share of corporate network. This can prove to
be hazardous if not taken care off. The company should collaborate more
with trade organizations.

10. Narrow Down the Span of Management


There is a need to fix few problems in the organizational structure of
Mobilink. For the smooth transition of departmental operation, Mobilink
has to get some load of work off from the Commercial Officer, As oppose
to have a mix of Line and Staff Managers, they have to separate the Line
and Staff Managers.
Mobilink has a challenging task ahead of it. One that involves building
and retaining a massive customer base in the country. To achieve this, it
needs to effectively harness and mobilize all possible resources. With hard
work and dedication, Mobilink can achieve the inevitable and deliver a
quality service to its existing and potential subscribers. With the right
vision, direction and team effort Mobilink will continue to be the number
one mobile telecommunication service provider in Pakistan and one of the
largest in the region.

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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,

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8.2 IMPLEMENTATION PLAN


In Kohat, Mobilink started its services with one site and gradually
expanded the network to the present 8 cell sites.

8.2.1 TARGET AREA


As with all cellular phone services each Mobilink cell site has specific
target areas where it is expected to provide mobile phone service.
The maximum limits of such covered areas, theoretically, a circle of about
33Km radius, is determined by the physical characteristics and terrain of
the locality. Major factors are the topography of the area, density of
construction/ population and height above the ground of the ceil station. In
rural areas with relatively plane geography the effectiveness of the system
lasts up to about 15 to 20 Km Still this applies to the outdoor coverage. In
Urban areas, with large density of construction and population, the
effective range shrinks down to a maximum of 3 Km. In both cases, the
indoor coverage is limited to a few Km round the cell site. For these
reasons we can expect a cell site after each 2 nd Km in central and thus, the
most populated areas of a city.

8.2.2 SETUP EXPENSES


The increased number of sites means large amount of initial cell sites
setup cost and then large running expenses. Therefore, the actual numbers
of cell sites of any operator are directly related to the expected minutes of
usage and the revenue expected in return. To setup a single cell site, to say
for about 1 Km radial circular area, a lot of efforts are needed. From
survey of the target area to site Selection, Acquisition, Construction,
Installation, Commissioning and Operation, the ball has to roll back and
forth so many stages and surpass so many hurdles. It requires careful
study, calculations and planning. At the average, the transmit and receive
antennas has to be placed 100-150 ft above ground level in city areas and
in rural areas, this height is approximately above 200 ft. This requires
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large size supporting structure, normally in shape of big self-supporting


steel towers. All these efforts and strategy incurs a cost of about 2.5
million rupees per site. As a business rule, therefore, the number of sites in
any area is a trade off between the initial cost plus running expenses and
the expected revenue returns.
In heavily dense areas, the effectiveness of the traditional large structured
site does not and cannot prove worth its cost. In such areas, a distinct
family of cell sites, called Micro and even Pico cells, is utilized. These
sites, as their names suggest, are not only small in size but also cut the
expenses per site with the same ratio. Thus, instead of one large station, if
a bunch of Micro or Pico cells is used in heavily congested areas, the
effectiveness of both, the cost and the service coverage with increased
capacity can be improved. But this requires a concerned technical
communication infrastructure, which is not yet available to that extent in
our country and so we have to rely on the large structures for the most part
of our network.

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

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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.

8.3 KOHAT LOCATIONS


Mobilink present sites are located in Kohat Cant, Kohat city, KDA, Hangu
Road, Sherkot, Usterzai, Pindi Road, Togh Bala,Gombat, With the help of
these predicted sites about 95% of the city and closed subscribers receive
good quality indoor service and in return will bring reasonable volume of
the business for the operator.

8.4 INFRASTRUCTURE FOR GSM CELL SITECELL SITE


Mobilink has to rent out a proper site, which will meet their requirements
for the installation of cell site tower. Mobilink always do a long-term lease
agreement with the site owners.

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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I recommend that due to its up to date marketing strategies and continuous


research the company is able to cover a large share of communication
industry i.e 48% to 52% which is about half of the whole industry. The
MOBILINK; also offers packages according to the purchasing power of
the people which makes the company one of the leading communication
company of the country.

 Mobilink should offer New Packages to the Users

 Mobilink should give some free air time

 Mobilink should give day packages like night packages

 Mobilink should provide and Introduce MMS and GPRS in cities on


low cost.

 Mobilink should improve their Network coverage.

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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Mobilink. Mobilink operates under the name of Motorola, which consists


of over 32 million US dollars in Pakistan Mobile Communication Limited.
Mobilink GSM operates on the GSM900 (900MHz) frequency band which
is used almost throughout the world, this means that you can use your own
Mobilink phone across Europe, Middle East, Africa, Far Hast and ASI.
Mobilink GSM already has a presence in 36 cities and towns in Pakistan
and reaches 60% of Pakistan's urban population giving over 30 million
people the chance to benefit from the latest GSM technology.
The Mobilink management understands that the quality of service
provided is to key factor of success for sustainability in this industry.
Commitment to providing customer satisfaction is the driving force and is
evident from the company culture. Recently the company has laid all its
focus on the customer services department.
Mobilink uses two different type of brand label for their product printed
labels and stickers. Mobilink does not transfer the ownership of the
product to Retailer, Retailer work as an agent for Mobilink. The only
benefit the Retailers get incentives and allowances. Mobilink uses
different methods to offers their promotions: Advertisement, Publicity,
Sales promotions, Personal selling.
With superior technology, Mobilink GSM takes the lead in offering its
customers and latest features and services available on mobile phones.
Mobilink provide you with a complete range to affordable rates, which
would best suit occasional, regular and frequent caller.
I think that the market; is expanding and opportunities will deep on arising
for Mobilink and the other brands to prosper in the market. But, Mobilink
suffers from a drawback that if time comes it can not enter a price war
with the other brands. The reason being that the technology that it
provides is expensive to the company and they cannot under cut the base
price. On the other hand Paktel and Instaphone can enter a price war.

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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.

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BIBLIOGRAPHY

• Azwar, Samreen. (2001). Upwardly mobile. AURORA

• Cateor, Philip.R. and Graham, John.L. (1999). International


Marketing. California. Irwin/Mc Graw Hill.

• Ghouri, Rashid.A.Jan, Farzand, Ali (1997). Introduction to Marketing


New Dehli

• Hanif, Raja (2005) “Competing on Quality Services”. Mobilink


Annual Journal, March. 54-55.

• Latif, Rashid (2004) “Celebrating Success at Customer Services”.


Mobilink Annual Journal, March. 20-21.

• Mobilink-GSM, (2005). Sharing leadership visions. Islamabad, 36.

• http://www.mobilinkgsm.com Available (Online)

• http://www.thinkquest.org Available (Online)

• Rashid, Khan (2005) Company’s Vision and values

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