SZABIST

Management at Mobilink
TABLE OF CONTENTS

INTRODUCTION OF MOBILINK......................................................................................3
MOBILE TELECOM INDUSTRY IN PAKISTAN................................................................4
COMPETITION FOR MOBILINK.....................................................................................5
THE DECISION MAKING PROCESS...............................................................................8
PLANNING AND STRATEGIC MANAGEMENT..............................................................10
MOBILINK VISION................................................................................................................................10
SHORT TERM PLANNING......................................................................................................................10
LONG TERM PLANNING.......................................................................................................................11

Reshaping lives - revolutionizing the rural areas...............................................................11

Mobilink PCO breaking new ground.................................................................................12

Mobilinks $250 million bond offering the first of its kind..............................................12

Pay Your Bills on the Go......................................................................................................13

Destination Pakistan 2007...................................................................................................13

Pakistan Launches Parental Control Phones in Pakistan....................................................14

International Roaming Coverage:.......................................................................................14

GPRS Roaming Service:.......................................................................................................15

FUTURE PLANS....................................................................................................................................15

Going forward......................................................................................................................15

HUMAN RESOURCE MANAGEMENT...........................................................................16

RECRUITMENT OF EMPLOYEES............................................................................................................17
TRAINING PROGRAMS FOR EMPLOYEES..............................................................................................17

In House Training.................................................................................................................18

External Training.................................................................................................................18

LEADERSHIP STYLE.....................................................................................................19
MOTIVATIONAL TOOLS...............................................................................................21
CORPORATE CULTURE................................................................................................23

Social Responsibility as part of Mobilinks Culture.............................................................24

CHANGE MANAGEMENT.............................................................................................26
THE PERFORMANCE MANAGEMENT..........................................................................27
REWARD SYSTEM........................................................................................................28
CONTROLLING AND EVALUATION METHOD..............................................................31
CONTROLLING.....................................................................................................................................31
EVALUATION METHODS.......................................................................................................................32

Comparative Standards........................................................................................................32

Group rank ordering............................................................................................................32

Individual ranking................................................................................................................32

Critical Incidents..................................................................................................................32

360 Degree Feedback...........................................................................................................32

APPENDIX 1 : LOGOS..................................................................................................33
APPENDIX 2 : MANAGEMENT.....................................................................................34

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Management at Mobilink

APPENDIX 3: QAST ORGANOGRAM..........................................................................36

(QUALITY ASSURANCE STANDARDIZATION AND TRAINING)....................................36
APPENDIX 4: NEWS BITS.............................................................................................37
APPENDIX 5: MOBILINK CUSTOMER MILESTONE....................................................38
APPENDIX 6: QUESTIONNAIRE....................................................................................40
APPENDIX 7: PHOTO GALLERY..................................................................................42
REFERENCING..............................................................................................................46

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Management at Mobilink

INTRODUCTION OF MOBILINK
Mobilink was introduced in Pakistan through Orascom Telecom. Orascom Telecom
was established in 1998 in Egypt and has grown to become a major player in the
telecommunication market around the world. Orascom is considered among the
largest and most diversified network operator in the Middle East, Africa and Pakistan.
Orascom Telecom started its operation in Pakistan with Mobilink in 1994. Mobilink
was the first GSM Cellular mobile service in Pakistan. As of June 2005, Mobilink
served more than 7 million subscribers. It reached over 24 million customers by the
end of March 2007. Mobilink is led by Zouhair A. Khaliq, who has been the President
and the CEO since June 2003.
Mobilink offers exclusively designed tariff plans that cater to the communication
needs of a diverse group of people, from individuals to businessmen to corporates and
multinationals. To achieve this objective, they offer both postpaid and prepaid
solutions to there customers. Both the postpaid (Indigo) and prepaid (Jazz) brands are
the largest brands of their kind in the Pakistan cellular industry.
Mobilink is providing a wide variety of Value Added Services to its customers.
Constant product innovation is the key success factor of Mobilinks marketing
department. A few of Mobilinks key services are Mobitunes, Mobilink Fun,
Info Services and GPRS.
Mobilink Fun includes services like Fun Services, Messaging Services, chat
services, dedication services, content services, WAP Portal etc. A key service
of Mobilink in the music category is Mobitunes. Mobilink Info Services provide
users with various services over SMS and IVR. It includes Mobile Banking, Infoline Services, Holy Sayings, BBC Urdu News, Mobilink Business Solutions,
Mobilink Blackberry etc. Mobilink GPRS enables its users to enjoy internet
browsing, check their email and download exciting content on their mobile phones or
even through their PCs.
Mobilink is by far the largest cellular service provider in Pakistan.

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Management at Mobilink

MOBILE TELECOM INDUSTRY IN PAKISTAN

The mobile telecom sector has made a tremendous impact on Pakistans economy.
This industry has really boomed over the last 4 5 years. Some of the interesting
points about the mobile telecom sector of Pakistan for the year 2006 are:

The sector contributed a total of PKR312 billion to the economy, over 5% of

GDP

Mobile sector employed 210,000 Pakistanis

Gain in productivity. PKR94 billion of value add to domestic economy

Consumer surplus increased by PRKR42 billion between 2003-06

Pakistan has one of the highest tax burdens on mobile services in Asia Pacific.

Recently Business Monitor International (BMI) ranked Pakistan as a key destination

for telecom growth. The BMI rankings take into account a number of factors
including industry situation, growth potential, competitive landscape and economy
and political risks etc.
Even after a huge growth in this sector, there is still a long way to go for Pakistans
telecom industry. It is said that Pakistan needs to increase telecom research and
development work within the country. China and India are in the process of becoming
worlds major R&D centers for technology and telecommunication. Similarly, two top
Chinese telecom equipment firms have announced their plans to collaborate with
Pakistan: Huawei is working with UET Lahore and ZTE will setup R&D center in
Islamabad.
With so much development going on and the kind of international interest being
shown in this sector, the mobile telecom industry is Pakistan is sure to go a long way.

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Management at Mobilink

COMPETITION FOR MOBILINK

Altogether there are six mobile service providers in Pakistan. Mobilink has the largest
market share. The other five are:
-

Ufone

Warid Telecom

Telenor

Instaphone

Paktel

The chart below shows the market share of each mobile company of Pakistan.

The closest competition for Mobilink is Ufone followed by Warid and Telenor.
Ufone started its operations in 2001. It was a subsidiary of PTCL but after
privatization of PTCL it is now owned by Etisalat (UAE). Ufone has a subscriber base
of 15.33 million as of August 2007 and has network coverage in more than 2800
cities.

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Management at Mobilink

Warid was founded in Pakistan in 2004 by Warid Telecom International, a UAE based
mobile telecommunication firm. Warid launched its services in May 2005. Now with
5.9 million subscribers it controls 14% market of subscribers.
Telenor Pakistan is a subsidiary of Telenor Norway. Telenor acquired the license for
providing GSM services in Pakistan in April 2004, and launched its services
commercially in March 2005. It now has about 4.6 million subscribers or 11% of the
market.
Instaphone and Paktel are present in the mobile telecom sector but are not considered
as a competition for Mobilink.
Heres the month-to-month change analysis.

From its initial operations in Pakistan to the present, even after facing such high
competition, Mobilink still has by far the fastest growing user rate.

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Management at Mobilink

THE DECISION MAKING PROCESS

The decision making process in Mobilink takes place at different levels. Before
discussing about the process, we should first know about different levels of
management which are involved in this process. The company has the Chairman who
is in Egypt, after him Chief Executive Officer/ President Zouhair Khaliq heads the
company in Pakistan and is in the head office which is located in Islamabad. Then
there are Vice Presidents for different departments which include Marketing, Sales,
Customer Services, Finance, etc. Under VPs there are Directors which are distributed
regional wise, then come the senior managers and then managers, then specialists and
then associates.
These are the managerial levels which are mainly involved in the decision making
process. The level at which the decision is make depends on the complexity of the
decision. While discussing about the decision making process of Mobilink, we came
to know that when Senior Managers want to implement any changes, they have to
report to the Regional Director who further takes approval from the Vice Presidents.
On approval the Specialists and Associates execute it.
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The decision making process in Mobilink is both programmed and non-programmed

depending on the situations. When they are faced with technical complications which
have to be solved immediately then the decisions are mostly taken by the Senior
Managers or Managers by consulting the technical teams so that the problem can be
solved in 3 to 4 hours. For example, when by mistake a wrong bill is charged to any
customer then the Senior Manager of Customer Service Department has the authority
to issue the credit notes up to the amount of 1 to 10 lacs. But if the amount exceeds 10
lacs then the Directors and Vice Presidents are also involved in resolving the issue.
Other then that, the credit notes up to one lac can be issued by Managers but is has to
be communicated it to the higher authorities.
One more situation which we discussed with Mr. Adnan is about the discount
packages which they offer to different companies. In that situation all the regional
directors and managers are involved so that they can charge the same to all the
branches of that company in different cities.
Most of the decisions are handled by the Managers, Senior Managers and in some
cases by the Vice Presidents but if the problem is such that it is effecting the revenue
of the company than the CEO and Chairman are also involved in the decision making
process. For example, recently Mobilink has introduced a Ladies First package in
which the call rates after 12:00 am reduces to 5 Rs/ hour. This package will no doubt
affect the revenue of the company but at the same time attract more customers which
are switched to other services. So here they involve the higher management level.
Another example is that if Mobilink is introducing the international roaming discounts
or incorporating a new company as there partner than they have to involve the higher
management level also.
So in short what we got from the discussions with the Account Manager of Mobilink
is that, mostly all decisions are handled by the Middle Management and if the crucial
changes are taking place in the organization then the top management levels are
involved. This way, every management level knows about their authority and can take
the decisions promptly according to the requirement so the company does not have to
suffer.
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Management at Mobilink

PLANNING AND STRATEGIC MANAGEMENT

Mobilink Vision
To be the leading Telecommunication Services Provider in Pakistan by offering
innovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations.
Mr. Babar informed us that Mobilink is currently focusing on strategies for:
Qualityofsubscribers&network.
Managingcosts.
Newrevenuestreams
ProtectingOnNetadvantage
IntroducedlowerdenominationstostimulateARPUoflowerincomesegments.
Short Term Planning
In Mobilink, daily, weekly and monthly planning takes place within the organization
for their employees. Planning on yearly basis also takes place in the organization.
Long Term Planning
It is due to Mobilinks long term planning that it is able to achieve such honorable
goals. Example, Mobilinks milestone of reaching 20 million customers exemplifies
the telecom sectors status as one of Pakistans most formidable growth engines. The
exponential growth of this sector signifies a trend throughout the developing world.
According to World Bank estimates, between 1993 and 2003 the private sector
invested a staggering $230 billion in telecommunications infrastructure in the
developing world. In this regard, Mobilink has invested over $2 billion in developing
its network across Pakistan, generating employment for thousands.
We have grown from 1 million subscribers at the end of 2002 to 24 million
currently. stated Zouhair Khaliq, president and CEO of Mobilink.

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Management at Mobilink

Reshaping lives - revolutionizing the rural areas

Mobilink announced the renewal of its corporate vision from

reshaping communication to the aptly timed reshaping lives as
the company ushers in a new era of giving back to its
customers. Having touched the lives of millions of people from
the shores of the Arabian Sea to the rugged terrains of northern
Pakistan, Mobilink stands at the threshold of a new and dynamic
future.
The impact of Pakistans telecom revolution on the economic and social life of the
Pakistani populace is immense, as mobile phones do not depend on a permanent
electricity source a major benefit particularly in the rural areas where
electricity supplies are unreliable. Mobilinks network extends across more than
6,000 villages located in the interiors of Sindh and the Punjab and the Northern
Areas. As a result, trade networks have broadened and the need for traveling long
distances has been reduced.
So in a nut shell, Mobilink has changed the life style of millions of people not
only in urban but also in rural areas. As Zouhair Khaliq, CEO of Mobilink
Pakistan said, People who never had the ability to make a phone call or own
phones are now able to do so. This change the way they do business, it changes
the way they lead their lives, it changes the way they relate to their business
partners and their loved ones.

Mobilink PCO breaking new ground

In an effort to find innovative ways to serve low-income groups in semi-urban and

rural areas, Mobilink has launched the PCO self employment scheme. Under this
scheme, an individual can buy a fixed wireless phone with a prepaid connection
equipped with tariff posters, a pen, a calculator, a notepad and Rs. 600 scratch
card and then generate an income by charging for calls. Its business on the go,
explains Zouhair. Anyone can buy it for as little as $100 and start business within

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the hour literally. There is nothing more to do when he or she has filled out all the
regulatory requirements of getting a connection. He can start this up outside his
tea shop, or perhaps a window can set up outside her home.

Mobilinks $250 million bond offering the first of its kind

Mobilinks international bond offering in November 2006 was the first unsecured
borrowing ever by a Pakistani corporate. Attracting rapturous and unqualified
praise at home and abroad, its unprecedented success has effectively burnished
Pakistans credentials as a rewarding investment destination. Asia Money
Magazine hailed it as the best high-yield deal of the year while Euro Week
described it as one of the most popular Asian issues of the year. Arranged by
ABN AMRO and Deutsche Bank, Mobilinks bond issue was oversubscribed by
15 times. The success of this pioneering transaction will pave the way for other
corporate to follow suit, infusing the Pakistan market with a fresh competitive
zeal.
A rigorous road show spanning from Singapore to Los Angeles was arranged but
due to the overwhelming investor response, the deal was accelerated and priced
before the Los Angeles road show. The Notes which mature on November 13 th,
2013 and bear interest at the rate of 8.625% per annum will be callable at the
beginning of November 2010 and include typical high yield bond covenants. The
international bond will contribute towards the financing of Mobilinks continuing
investment program, which is estimated at around $1 billion for 2006 to 2007.

Pay Your Bills on the Go

Mobilink introduces Mobilink Genie Pakistans first service to offer the comfort
and ease of paying bills and make purchases, while on the move. Mobilink Genie
securely ties your Citibank credit card and KASB Bank account to your Mobilink
connection, so you could optimize your time for doing things that really matter.
Now you can stay out of long queues and pay for services on time, and reclaim
your free time with Mobilink Genie at anytime, from anywhere.

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Destination Pakistan 2007

Mobilink on February 6, 2007 announced its joint venture with the Ministry of
Tourism to promote Destination Pakistan 2007. The government of Pakistan has
officially declared 2007 as Visit Pakistan Year. Mobilink association with the
Ministry of Tourism will be to support features like cultural and social events,
from time to time throughout the year. They are also in the process of facilitating
tourists, who will be visiting our Country's attractions to get instant updated
information about the sights on their Mobilink phones via an integrated program
in collaboration with the Ministry.

Pakistan Launches Parental Control Phones in Pakistan

Mobilink, the countrys leading cellular phone service and Disney announced the
launch of a parental-controlled mobile phone for children today. This is the first
time a cellular company in Pakistan has launched a mobile phone that will meet
the communication and security needs of parents. The features of the new
Mobilink-Disney D100 allow complete parental control on all outgoing and
incoming calls and text messages. The handset does feature embedded Disney ring
tones, animated screensavers and wallpapers. The D100 will come with both four
and twelve button keypads that are interchangeable to adapt the handset to the
capability of the child. The handsets will be available featuring popular Disney
characters, including Mickey Mouse, Donald Duck, Winnie the Pooh and Tinker
Bell. So this phone gives parents the complete control over the childs phone
expenditure.

International Roaming Coverage:

Mobilink has its international roaming coverage in the following cities:

UK
Ivory Coast
Argentina
Elsalvador
South

Switzerland
Oman
Jordan
Armenia
Tajikistan

Mozambique
Brunei
Uruguay
Saudi Arabia

Africa

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Senegal
Portugal
Belgium
Italy

Panama
Uzbekistan
Srilanka
Germany

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Management at Mobilink

GPRS Roaming Service:

Mobilink has GPRS Roaming in the following cities:

Turkey

USA

France

Thailand

Germany

Kuwait

Spain

Italy

Indonesia

Saudi Arabia

Belgium

Russia

Malaysia

Singapore

UK

Future Plans

Going forward

We would like to continue to grow and become the vision that we set ourselves
about four years ago which is to be the total telecom provider to the people of
Pakistan and to be the most loved brand in Pakistan, says Zouhair.
Acutely aware of Pakistans ever-changing and highly competitive telecom
market, Zouhair is optimistic about the Pakistans favorable investment
environment.

Now obviously these are tremendous goals; they are very

ambitious but I think we have very supportive shareholders. We have an extremely

conducive corporate climate in Pakistan.
The Mobilink has successfully transformed an initially slow-paced
industry, into a booming industry through aggressive investment
and expansion of coverage present in more than 5000 cities,
towns and villages of Pakistan.
Zouhair Khaliq, CEO of Mobilink Pakistan said: Our main aim is to continue to
be the dominant cellular and telecoms player in Pakistan, offering services
beyond the cellular space.

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HUMAN RESOURCE MANAGEMENT

Mobilink invests heavily in the training of its employee base and is currently working
with several leading business institutions to provide world-class development
opportunities to its workforce.

Recruitment of Employees
The Human Resource Department gives ads in the print media for the vacancy of the
job in the specific department required. There is no initial test, just the interview
which is conducted first by the HR Manager and then by the Head of the department
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for which the job is available. If the candidate is suitable then he is appointed for the
required job.
The process of recruitment is some what different in Customer Service Department, as
in this department they hire a group of people as CSRs and then for a month they are
given training for their job. Continuous tests are taken in between training in which
entrants have to score 80% or above in each test. If the candidate doesnt clear the
test then he has to again appear for the training till he does not clear the test. Some
times even they fire the employees on the test basis if he/she does not meet the
required criteria.
In Customer Service Department, it is mandatory for all the employees to first work
as a Customer Service Representative and then they are promoted for the next job
keeping in view their education, work experience and on-floor performance.
Training Programs for Employees
Mobilink with its large workforce invests aggressively in developing its human
capital through international and local trainings as well as a structured employee
well-being programs, making it one of the most sought after companies to work for
in Pakistan. There is a separate department for training of employees and there are
two ways for training:

In House Training
In this form of training, different training programs are arranged for the
employees within the organization, conducted by the internal as well as
external speakers. Mostly in internal training programs daily trainings also
takes place mainly for the new employees so that it helps them in their job.

External Training
In external training programs, employees are sent outside the organization to
attend different seminars, conferences and lectures. Mobilink highly works on
these training programs for their employees in order to enhance their
capabilities. One of the conferences which we come across while searching is
about the PSHRM Conference. Below is the news piece which was published
in Pakistan Times Magazine.
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Mobilink Sponsored PSHRM Conference

Mobilink, the countrys market leader in cellular communication sponsored Pakistan
Society of Human Resource Management (PSHRM) for organizing the human
resource management and leadership conference and the Training Network
International (TNI) were the event managers for the program.
The session was conducted by Dave Ulrich who discussed current HR practices,
opportunities and challenges. . Dave is globally recognized as the leading authority of
Human Resources studies and strategies and his visit to Pakistan was an opportunity
for the participants to share and enrich ideas and concepts that were relevant to their
careers.
Students from leading institutes of Karachi and representatives of various
multinational companies participated in this event to learn about current trends in
building human capacity and sharing of innovative thought. Ali Raza Mehdi, Vice
President Human Resources and Administration, Mobilink stated, As one of the
largest corporate entities in Pakistan, Mobilink exercises human resource best
practices through training and developing its workforce and actively participates in
events that contribute to developing talent and leadership in Pakistan.

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LEADERSHIP STYLE

The leadership style observed in Mobilink is democratic. Mobilink, while recruiting

its leaders looks for the following abilities:
-

Managing, training, motivating and leading people to achieve the best results.

Proficient in working with all levels of business users to successfully extract,

analyze and document business requirements.

Able to successfully influence peers and subordinates.

Listening to other people's ideas and developing them further.

Making decisions quickly and decisively while maintaining high standards.

Able to display a highly motivational style of management and possess a

collegiate style, which operates a collaborative working environment.

Sensible and able to focus operationally and relate to and develop the strategic
plans of the organization.

Mobilink, the Pakistan based subsidiary of the global telecommuncation giant,

Orascom Group, in a strategic move, has outsourced its leadership training and
development of about 100 of its senior and fast track managers and supervisors, to the
region's well established consultancy firm, Global Management Consultants, who will
be responsible for the design and delivery of over 5 months training initiative.
Mobilink, being a huge organization has to follow the democratic style of leadership
as this style of leadership quickly builds flexibility. Also, a lot of people can not be
involved in decision making as it will complex situations and will take much more
time in decision making. Also, the upper management best understands the working of
the whole organization and can be the best decision maker and planner.

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MOTIVATIONAL TOOLS

Mobilink uses quite a number of tools in order to motivate their employees and keep
them motivated. Some of the major ways by which Mobilink encourages its
employees are discussed below.
Employee Incentives
-

Medical for parents, spouse and kids (different allowance at different levels)

Mobilink SIMs with free air minutes

The corporate level people are given BlackBerry, car maintenance and fuel
fund.

Commission
-

The people in the Sales Department are given commissions on the amount of
sales they make. For example; if any sales person has made more than targeted
Black Berry sales, then he will be given commission on the extra sales made.

Awards
-

Award ceremonies are held every year in order to honor the deserving
employees.

In every department an employee of the month certificate along with extra

benefits in given to a deserving employee.

In the call center one outstanding team in given the team of the month award

Organizational Gatherings
-

The employees at Mobilink go on frequent outings which always keep them

looking forward to something fun and relaxing.

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Employee Recognition
- The employees who have worked with Mobilink for 5 or more years are given an
Employee recognition award in the award ceremony along with bonuses.
On-spot Recognition
-

Those employees who have done something outstanding (came up with a

unique idea, made remarkable sales) are rewarded the very same day. They are
given On-spot recognition certificates in front of the whole department.

Performance Appraisal
-

The performance of the employees is evaluated on quarterly basis. Those

employees who have performed extremely well are given certificates and
dinner vouchers.

International Trips
- This motivational tool is particularly for the Sales department. The employee who
has made the highest number of sales is sent on an all expense paid international trip.
The trip may last from 3 to 10 days.

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CORPORATE CULTURE

Mobilinks corporate culture is professional and friendly. During our visit we saw
separate spacious cubicles for employees. Apart from interacting for work employees
are expected to work and perform in their own cubicle. People are responsible and are
motivated to administer themselves and some times, like any other organization,
informality prevails.
The management of Mobilink makes sure that they are giving their employees time to
relax and mingle amongst themselves without work tension. For example, department
wise Mobilink arranges a trip for employees every month. This month it has arranged
a movie Khuda kay Liay for its employees. Such trips keep the employees
energetic, friendly and productive.
It also held Jazz Indus Music Awards which honors Pakistani artists and the Rafi Peer
Theatre Puppet Show and will also be sponsoring this years Kara Film Festival.
Mobilink also supports the community employee involvement. In addition to
sponsorships, Mobilink encourages its employees to be engaged in community
welfare work and to support relevant causes. On average, employees work over 170
dedicated hours of community service in the span of six months. Voluntary donations
are also regularly collected and directed towards the deserving.

Social Responsibility as part of Mobilinks Culture

Mobilink contributes corporate social awareness and is undoubtedly one of Pakistans

most visible supporters of charitable causes and cultural events. Over the years,
Mobilink has done a great deal of work with charities and NGOs focused on health
and education including The Shaukat Khanum Memorial Hospital, The Kidney
Centre, the LRBT, The Citizens Foundation (TCF), Umeed-e-Noor and CARE.
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Mobilink partnered with TCF and funded the rebuilding of an entire village followed
by an earth quake. Since then, Mobilink has funded two TCF schools located in low
income areas on the outskirts of Karachi and Lahore and has committed Rs 20 million
to TCF for childrens education. Mobilink has also provided the Aga Khan University
Hospital, Karachi and the Pakistan Institute of Medical Sciences, Islamabad with
equipment to help in diagnostic treatment.
The Mobilink supports diverse causes ranging from health, education and local
heritage and culture. Mobilink has also contributed to the restoration of the ancient
forts located at Rohtas and Lahore. In fact, Mobilinks spectacular 20 million
celebrations were held at the Lahore Fort, illuminating the Fort in a way which had
never been done before.
We have a very rich and vibrant culture in Pakistan which is unfortunately
sometimes ignored or not supported in the way that it should be. As a successful
corporation, I think it is our duty to look at supporting local talent, says Zouhair.
Mobilink has been the driving force behind some of the major national cultural
events.

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CHANGE MANAGEMENT
Change is a constant phenomenon and it takes place every minute. In organizations
change is also common but to adapt to the changes is the main consideration.
A recent change which took place in Mobilinks Call Centre Department was that
each CSR (Customer Service Representatives) team had males memberes as well as
female members. But due to some factors management has made a new rule that the
male team leader will have all the male members working under him and the female
team leader will have all the females working under her, and the females will not be
allowed to work more than 8:00 o clock. This caused a big havoc in the organization
in the beginning because the members were used to their leaders and team members
and had no issues with them, and a sudden change in their leaders had risen up a lot of
issues. CSR took their time but finally in the end they adjusted to the new leaders. The
main reason to implement this change was that the females working hours had been
reduced. No night shifts would be taking place for them. So if the males had a female
leader, then their leader would be gone by evening timings and hence the reporting
issues would become a problem. So they switched to this rule and implemented it.
Recently, another major change which took place in Mobilink was the merger of CNC
(Credit and Collection) and CS (Customer Services). Generally mergers of
departments are not taken as a positive change by employees, but in Mobilink it was
taken surprisingly well. This gave them an opportunity to discover new working areas
and skills and also gave them chance to interact in a constructive manner with other
staff members. The higher management of Mobilink, considered the loyalty of their
employees and did not fire a single employee. The deserving employees got
promoted. This resulted in an encouraging attitude for the staff at Mobilink.

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THE PERFORMANCE MANAGEMENT

According to Mr. Babar, Mobilink expects the very nest from all of its employees.
Mobilink keeps a check on its employees.
For example, in the Call Centre Department, the top management monitors the CSR
Calls randomly. They can tap anyones call at random and if they find anything
unusual, or any act that is violating the rules they give a warning letter to the
employees. Also, the average duration for one call should be 2-3 minutes. CSRs are
expected not to cross that time. If the behavior persists then they fire the employees.
This is how they manage the performance of the employees working in that particular
department.
The external employees like the sales team are evaluated on the amount of sales that
they have made. For example, the sales member have a target to sell 30 Blackberrys
sets in a month, their commission is based on the number of sets they sell. If they end
up selling more than 30, then they are rewarded. The reward might be a bonus from
the organization.
The employees appraisals are filled out considering the following elements:

Last years assignments

Discipline ( punctuality)

Personality (should have a professional attire and attitude)

Courtesy level

Team performance( comments of the team leader)

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REWARD SYSTEM
To have good reward systems for organizations is very important. The main objective
of any employee to work hard is the rewards which he/she will earn at the end. The
compensation and reward systems for the employees are developed in accordance
with their performance. When organizations carry out the plans in this way they will
tend to increase the productivity of the organization and achieve sustainable
advantage.
In Pakistani organizations, the reward systems for basically all the organizations has
been revised. The top management has realized that a positive win-win alignment
with rewards is very crucial because the employees join an organization with the
expectation that if their performance is good, they will be rewarded highly and during
their work career they will get good promotions.
Mobilink has mainly team based management systems, and in this organization the
implementation of team reward systems is on the rise. A team reward system is a
system in which a group members pay is at least partly conditional on the
performance of their group or team.
Each team has a team leader, and they have revised their policies for team leaders. All
the male employees have a male team leader and all the female employees have a
female team leader. At the end of every task, each groups performance is evaluated,
and the best group is rewarded with bonuses or trips. Their evaluation policies are
very strict, if any team member is not performing well then the whole teams
performance goes down. So the team leaders have to be on high alert and make sure
that all the members under him are performing up to the mark.

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Mobilink rewards employees with the best worker of the month certificates too. A
healthy competition exists in the organization and each member works hard to earn
the rewards of performing well in the organization. It has been observed in Mobilink
that a powerful influence has been created in the behavior of the individuals; all of
them strive to work hard in their goals.
As mentioned in the motivational tools section, the rewards for the employees are
similar. They use their rewards as their motivational tools. These are some of the other
rewards which Mobilink provides their employees with. For example:

Medical facilities

Annual Achievement bonus

Target Achievement bonus

Special achievement award

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CONTROLLING AND EVALUATION METHOD

Controlling
Controlling employees in organizations is very important. If the organization has a
high turn over rate then there is some problem in the management. In Mobilink the
turn over is not very high. The management as mentioned before has a tight control
over the employees. They can randomly check the calls of any employee.
The reason why the turn over in Mobilink is low is because firstly, they have a very
strong recruitment and selection criteria, they hire employees by carefully scrutinizing
the employees data. Secondly the central message of the organization is very clear to
all the employees. All the employees know what goals have to be achieved and how
they have to be achieved. Thirdly the climate and culture of Mobilink is very
professional and friendly. The performance objectives by the managers are monitored
on a regular basis. Each employee when enters the organization comes with a personal
vision and has a career path to be followed throughout the stay in the organization.
The physical work environment and resources of Mobilink are fully equipped. The
employees dont have any problems while handling the equipments.
The management of Mobilink provides the employees a good environment to work in,
and the employees in return work hard to achieve the goals.
Evaluation Methods
Evaluation methods take many forms. The simplest method, is a written narrative
assessing an employee's strengths, weaknesses, past performance, potential, and
provides recommendations for improvement. Other types of evaluation methods
which Mobilink applies are:
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Comparative Standards
In this method the team leader compares one employee's performance with that of one
or more others. This enhances the competition within the team.

Group rank ordering

The supervisor ranks the employees in the order in which they are performing. Like if
there are 10 members in a team, then they are ranked as top 5 and second 5.
Individual ranking
The team leader lists employees from highest to lowest, in the order in which they
have performed throughout the task

Critical Incidents

The team leaders attention is focused on specific or critical behaviors of the members
that separate effective from ineffective performance. Anyone found misbehaving with
any caller is penalized.
360 Degree Feedback
The manger interacts with all the people with whom his employee works with and
asks about their colleagues performance. Through this they identify the strengths and
weaknesses.

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APPENDIX 1 : LOGOS

Orascom Telecom: Parent Company of Mobilink

Mobilink: Number One cellular company of Pakistan

Indigo: The Post Paid connection by Mobilink

Jazz: The Pre Paid connection by Mobilink

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APPENDIX 2 : MANAGEMENT

Designation

Names

Chairman

Naguib Sawiris

President and CEO

Zouhair Abdul Khaliq

Chief Finance Officer

Ehab Rochdy

Chief Information Officer

Tariq Rashid

Vice President Administration & Human

Resources

Ali Raza Mehdi

Vice President Sales

Irfan Akram

Vice President Marketing

Bilal Munir Sheikh

Vice President Customer Services

Mustafa Peracha

Vice President Strategic Planning,

Naeem Zamindar

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Business Development & PMO

Vice President Corporate Affairs

Agha Qasim

Mustafa Peracha
HOD
Customer Service
Rumana Reza
Director
QAST

Musammar Ali Syed

Manager
CS Standardization
Farhan Wajahat
CS Analysis &
Development Specialist

Usman Ali Ajmal

CS Analysis &
Development Specialist
UALITY

(Q

Sheher Bano Iqbal

CS Analysis &
Development Specialist

Shafay Saleem
CS Analysis &
Development Analyst

Shiraz Akbar
CS Analysis &
Development Analyst

Adil Akhter Mir

CS Analysis &
Development Analyst

Mohsin Ali Khan

CS Analysis &
Development Analyst

Iffat Agha Ahmad

Regional Manager
QA&T (North)

Position Vacant
Regional Manager
QA&T (Central)

Umer Sadiqque Raja

Training Associate

Muhammad Shoaib
Arshad Khan
Training Specialist

APPENDIX 3: QAST ORGANOGRAM

Taimoor Shah Khan

Regional Manager
QA&T (South)

Haris Tabassum
Training Specialist

Haroon Rafiq

Fouzia Sultana

Kamran Ali Khan

Quality Analyst

Quality Specialist

Training Associate

Fouzia Akhtar

Riyyan Awan

Asad Muslim

Quality Analyst

Quality Analyst

Quality Analyst

ASSURANCE STANDARDIZATION AND TRAINING)

Zahid Iftikhar
Ahmed

Amir Nazir

Rahila Uqaili

Quality Analyst

Training Associate

Zahra Zaman

Fatima Mujtaba

Masoom Abbassi

Quality Analyst

Training Associate

Quality Analyst

Waseem Rehmat

Hina Tahir

Noman Ahmed

Training Associate

Training Associate

Quality Analyst

Ali Asad

Ahmad Fuad

Position Vacant

Training Associate

Quality Analyst

Training Associate

Training Associate

Mohammad Usman
Training Associate

Asad-ur-Rehman
Quality Analyst

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Waqas Hassan
Khan
Quality Analyst

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APPENDIX 4: NEWS BITS

News: Pakistan honored through Mobilink at WCA 2007

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Karachi: Mobilink, the only South Asian cellular company to be represented at the
World Communications Award (WCA) 2007. Mobilink has been nominated for The
Best Operator in a Developing Market category in the WCA 2007 and the awards
will be announced on November 28, 2007 in London. The growth and progress made
in Pakistan in the telecommunication sector is one of the key reasons why the
international focus is on fast-moving economies of the developing world.

News: Maritime Roaming with OceanCell

Mobilink also expands its maritime roaming coverage further with OceanCell.
Passengers and crew onboard ferries and cruise ships can now use their own mobile
phones at sea, as if they were on shore. Mobile telephone users can call, be called,
send and receive SMS (Short Message Service) while sailing the seas and oceans,
exactly as if they were at home or traveling abroad, using the roaming capabilities of
GSM networks.

News: GPRS Roaming in Saudi Arabia

Mobilink adds yet another key destination, Saudi Arabia, to its GPRS Roaming
footprint. Now beside the basic call and messaging services, Mobilink postpaid
customers

can

also

use

data

services

at

this

destination.

Simply select Mobilinks partner network Etihad Etisalat (Mobily) while in Saudi
Arabia in order to enjoy unmatched GPRS and Blackberry access.

APPENDIX 5: MOBILINK CUSTOMER MILESTONE

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Pakistans cellular leader Mobilink achieves record digit of 20 Mln Customers

'Pakistan Times' National News Desk
ISLAMABAD: Mobilink, the countrys leader in cellular communications and part of
Orascom Telecom Group, today announced reaching its 20 million customers
milestone.
The achievement moves the company to a new dimension from its original vision of
reshaping communication towards a vision of reshaping lives.
Mobilink has the exclusive distinction of being the only cellular company in Pakistan
to have spearheaded the development of the telecommunication sector to
unprecedented heights since coming into operation a little over 12 years ago.
Mr. Naguib Sawiris, Chairman Orascom Telecom & Mobilink while speaking at the
20-million customer celebration said, It seems only recently that I had the
opportunity to visit Pakistan on the occasion of Mobilinks 10 million customers
milestone; coming here again in such a short time to celebrate 20 million subscribers
is a remarkable achievement! First of all, I would like to thank and congratulate the
Government and people of Pakistan for their support, trust & confidence in our
technology and services and secondly, acknowledge the efforts of the management of
Mobilink in Pakistan for doing a splendid job.
Achieving the 20-million customers milestone, an addition of over 10 million
subscribers in a record 300 days, has been recognized internationally by Informa
Telecoms and Media UK as one of the fastest growing networks in the Asia Pacific
region.
This rapid increase of customers has positioned Pakistan third in the fastest growing
countries in this region following the heavily populated countries of China and India.
Mobilinks parent company, Orascom Telecom, has grown to become a major player
in seven emerging markets in the Middle East, Africa, and South Asia with over 41
million subscribers as of June 2006. The growth witnessed has placed Orascom as
the second fastest growing networks for 2006 with an annual change exceeding

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140% stated the Informer Telecoms and Media UK report.

The development of the telecommunication sector owes much to the contribution
made by the cellular companies, foremost amongst them being the pioneering role
played by Mobilink.
The company has successfully transformed an initially slow-paced industry, into a
booming industry through aggressive investment and expansion of coverage present
in more than 1200 cities towns and villages of Pakistan.
Mr. Zouhair A. Khaliq, President & CEO, Mobilink under whose leadership, the
company has achieved this significant milestone, said, Mobilink has lived up to its
promise of reshaping communication in Pakistan, we have touched the lives of people
from all walks of life and are proud to have contributed profusely in the development
of the social sector in Pakistan.
We have firmly believed in the delivery of our commitments and steadfastly
embarked upon some of the most advanced services for our 20-million family
members.
I am grateful for the continuous support and belief in our services to Pakistan and
our customers and the times ahead in the telecommunication business promise to
remain exciting. He added.
Mobilink also announced the renewal of its corporate vision from reshaping
communication to the aptly-timed reshaping lives as the company ushers in a new
era of giving back to its customers.
Having touched the lives of millions of people from the shores of the Arabian Sea to
the rugged terrains of northern Pakistan, Mobilink stands at the threshold of a new
and dynamic future.

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APPENDIX 6: QUESTIONNAIRE

These were some of the questions prepared before visiting the Mobilink Office.
Q1- What is the decision making process followed by your company?
Q2- How you do short term planning in your company?
Q3- Are there any long term plans you are working on?
Q4- What motivational tools are there for your employees?
Q5- What incentives you give to your employees?
Q6a- Are there any recent changes that took place in Mobilink?
Q6b- Do your employees willingly accept all the changes made in the organization?
Q6c- If employees are resistant then how do you motivate them?
Q6d- How do you create the environment for change?
Q7- How do you consider your environment as? Do you think there should be any
changes?
Q8- What is the process for recruiting your staff?
Q9- How do you train your employees?
Q10- How frequently and on which basis do you promote your employees?
Q11- On which basis does you evaluates the performance of your employees? What
are the tools you use for performance evaluation?
Q12- Being in such a huge organization, how do you monitor your employees?
Q13- If there any conflict in any department, then how you resolve it?

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APPENDIX 7: PHOTO GALLERY

PAKISTAN'S TOP CELLULAR SERVICE MOBILINK RECEIVES RIM BLACKBERRY AWARD OF

EXCELLENCE

MOBILINK REACHES 10 MILLION CUSTOMERS

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MOBILINK MANAGEMENT DEVELOPMENT WORKSHOP

A VIEW OF THE OF THE OFFICE OF MOBILINK AT SWABI

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Service Center of the Month for the 2nd Quarter of 2007
PESHAWAR SERVICE CENTRE FOR APRIL 2007

RAHIM YAR KHAN SERVICE CENTRE FOR MAY 2007

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GUJRANWALA SERVICE CENTRE FOR JUNE 2007

Service Center of the Month for the 3rd Quarter of 2007

MOBILINK HOUSE KARACHI SERVICE CENTRE FOR JULY 2007

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REFERENCING

Websites
-

http://www.mobilinkgsm.com

http://www.orascom.com

http://www.bluechip.com

dailytimes.com.pk/default.asp?page=2007\10\11\story_11-10-2007_pg5_14

http://www.pakistanlink.com/Headlines/Nov05/20/11.htm

http://pakistantimes.net/2007/06/12/business5.htm

Books
- Robbins, P. Stephens, Organizational Behavior, 7th edition, Prentice Hall.
- Coffey, Robert E., Cook, Curtis W., Hunsaker, Phillip L., Management and
Organizational Behavior 1994 Irwin Publications.

Contacts
-

Mr. Adnan Jawaid (Regional Accounts Coordinator South I)

Email: adnan.jw@mobilink.net
Cell: 0300-2010196

Mr. Syed Babar Wasi (Regional Marketing Coordinator South I)

Email: babar.wasi@mobilink.net
Cell: 0301-8252121

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