ANALYSIS OF THE CONSUMER BEHAVIOR

TOWORDS MOBILE PHONE INDUSTRY IN

KABUL AFGHANISTAN

Submitted By

Abdul Mansoor

KARDAN UNIVERSITY KABUL

JULY,2 0 1 5
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ANALYSIS OF THE CONSUMER BEHAVIOR

TOWORDS MOBILE PHONE INDUSTRY IN
KABUL AFGHANISTAN

Submitted by

Abdul Mansoor
Reg ; 302 1103057
Supervised by

Sayyed Majid Falook Bukhari

Assistant Professor Kardan University Kabul

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE

AWARD OF DEGREE OF BUSINESS ADMINISTRATION
TO

KARDAN UNIVERSITY KABUL

JULY,2015

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PROJECT APPROVAL FORM

The undersigned certify that they have read the following project report and
are satisfied with the overall performance and recommend the report to the
Faculty of business Administration for acceptance.
Project Report Title: Analysis of the consumer behaviour towords mobile

phone industry in Kabul Afghanistan

Submitted By: Abdul Mansoor Mutawakle Registration #: 302-1103057

Bachelor of Business Administration Specialization in Management

Mr. Sayyed Majid Falook Bukhari

Name of Supervisor

Signature of Supervisor

Mr. Waqar Alam

Chairman Research Committee

Signature of Chairman Research

Committee

Mr. Murtaza Massod Niazi

Dean Faculty of Economics

Signature of Dean Faculty of

Economics

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DECLARATION FORM
I Abdul Mansoor son of Abdul Hai Registration# 302-1103057 Student
of Bachelor of Business Administration at the Kardan University Kabul,
Afghanistan do hereby declare that the Project Report titled as

ANALYSIS OF THE CONSUMER BEHAVIOR

TOWORDS MOBILE PHONE INDUSTRY IN
KABUL AFGHANISTAN

Submitted by me in partial fulfilment of BBA (Hons.) degree, is my own

work, and has not been submitted or published earlier. I also solemnly
declare that it shall not, in future, be submitted by me for obtaining
any other degree from this or any other university or institution.

Signature: ________________________
Name: Abdul Mansoor Mutawakle

Dedication
I dedicate this humble effort to the
Holy Prophet Muhammad (PBUH)
and obviously to my Father&Mother

ACKNOWLEDGEMENT
All praises to ALLAH almighty who has blessed me with
knowledge to accomplish the task of completing this thesis. This
report is part of the coursework as student of BBA at the Kardan
university without going in unnecessary detail. Finally this project
has enhanced my The report has been prepared based on my
findings while I was researching. Yet it was difficult to cover every
aspect in full details without being judgmental. In the short span
of 3months, I tried my best to do this research. I have also tried
to include the wider scope of my study by shedding light on
overall environment analyzing power and sense of observation.
I am very thankful to my respected supervisor Mr. sayyed majid
falook bukhari. It is my worthy instructors kindness that I am at
this level of knowledge.
Finally, thanks to my family especially my father and my mother.
They always supported and encouraged me from the start of my
studies from school up to now and friends for all the support and
understanding during these three months writing my bachelor
thesis.

Abdul Mansoor Mutawakle

Executive Summary
My whole project deals with the detail in Improvement in
Cellular Phone Services & Potential of INTERNET & SMS
marketing. The objective of this report is to analyze the
consumer behavior towards mobile industry and the
causes of boom in mobile industry.
This project has helped

in understanding research

techniques and their applications. It helped me to

forecast the trend of mobile industry. Marketing plays a
vital role in sales of any product. There are different
techniques and Methods Companies are adopting to
market their products and service.
In my research I tried my best to cover all the existing
mobile industries as well as the new entrants to the
mobile industry. During my research 1 visited many
offices,

shops,

departmental

stores

etc

to

get

all

information on the prepaid cards of mobiles available and

to see and check the response of people towards it.
I have analyzed the potential of this service in Local
market. Moreover, this helped me in identifying the
alternative for the new companies. Existing company's
can benefit through this report and improve their
services. This report gives an overview of the entire
industry.
After collecting data I started to doctor up the data in
order to give it a report form. During my survey I roughly
came to know that there is a mobile war going on in the
mobile networks as there is a lot of competition between

them and so have to change and mould their strategies

and introduce attractive packages almost weekly to keep
their customers loyal to them.
In my research 1 have thoroughly studied the trend and
have presented the relevant to the whole cellular phone
services industry prevailing nowadays.
This report is a very helpful material for the Mobile
industries so it will help them track their product's current
position in the market and will help them compete with
others.

List of Acronyms
A/D
AMPS

Analogue/Digital.
Advanced Mobile Phone

System
CL1

Calling Line Identity

Cell

The coverage area of a single

radio base station or sector in a
mobile communications system.

CDM A

Code Division Multiple Access

FDMA

Frequency division multiple

access
IPS

Internet Protocol Suite

TDMA

Time division multiple access

TABLE OF CONTENT
Titles
Page
Project Approval Form
i
Declaration Form
ii
Dedication
iii
Acknowledgement
iv
Executive Summary
v
List of Acronyms
vi
Table of content

Chapter 1 Introduction
1.1
2
1.2
2
1.3
3
1.4
3

Background of the study

Objective of the study
Significance of the study
Scheem of the study

Chapter 2 Literature Review

History of mobile industry in Afghanistan and mobile
industry in Afghanistan
2.1

Different Mobile Technologies:

2.1.1 Amps&gsm

6
2.1.2 Along comes digital
7
2.2
8
2.3
8

Cellular Access Technologies

Cellular Access Technologies: Fdma

2.4
9
2.5
9
2.6
10

Cellular Access Technologies; Tdma

Cellular Access Technologies: Tdma/Gsm
Cellular Access Technologies: Cdma
Existing companyies
ROSHAN

2.7
10
2.8
16
2.9
18

MTN
AWCC
New entrant
SALAM

2.10
22

Chapter- 3 Research Methodology

3.1
26
3.2
26
3.3
26
3.4
26
3.5
27
3.6
27
3.7
27
3.8
27
3.9
28

Population

Sample population
precedure
scope of limitation
Background
Research Approach
Research Tools
Data Collection
Primary data
Secondary data
Limitation of the study

Chapter 4 Analysis and Finding

30
Chaper 5 Conclusion and Recommendations
5.1
37
5.2
40

Conclusion

Recommendation

Appendix
43
Questioner
43

Refernces
45

Chapter 1

Introduction

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Chapter 1

Introduction
1.1
1.2
1.3
1.4

Introduction to the report

Objective of the study
Significance of the study
Scheem of the study

Introduction
1.1

BACKGROUND OF THE STUDY:

In this research the existing cellular phone companies and the new entrants have
been covered and also the potential of INTERNET and SMS marketing has been
discussed. I have analyzed the potential of this service in local market. Moreover,
this research helped me in identifying the alternative for the new companies.
During my research I went through distinct experiences.
In a town like city mobile shops it was quite difficult to collect the data on such a
complex topic because the people here are not that much educated so I toiled a lot
in order to doctor up this research.

1.2 Purpose or objectives:

To define and explain the concept of mobile technology.

To give an overview of existing mobile companies.

To present data and analyze the consumer behavior towards mobile industry
and the cause of boom in mobile technology.

To offer recommendations and conclusions based on the research.

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1.3 Significance of the Study:

This research work will justify its academic business, societal utility and will
produce some critical insights in the area of my specialization. My research will
also help me and other students who want to go in the field of advertising and
want to use the creativity of their mind.

1.4 scheme of the study:

Overview of the Chapters:
Chapter#1 is the introduction that presents the clear picture of the research which
consist of background the of the study that brief the history of the relevant topic, objective of
the report represent the aim of the research, and significant of the study shows the benefits
of the study for the readers. Essential information is provided in order to get a general view
of the dissertation

Chapter#2 literature review of the dissertation is presented. This chapter includes topics .
History of mobile industry in Afghanistan and also discussing different type of
mobile technologies.
Chapter#3 is the methodology focusing what method the researcher used. And also the
researcher used tools that have used in this topic. It is required to mention the type of the
research has been carried out.

Chapter#4 is the finding and Analysis of the data which have been produced from
dissemination and recollection of the questionnaires. In chapter four the data collects from
the respondents presenting their ideas in an optional way and I have first represent the
respondents ideas in diagrams and then i explain their ideas.

Chapter#5 is the conclusion and recommendation for some telecommunication

companies.

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Chapter II

Literature Review

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Chapter II

Literature Review
Communications in Afghanistan is under the control of the Ministry
of Communications and Information Technology (MCIT). It has rapidly
expanded after the Karzai administration took over in late 2001, and
has embarked on wireless companies, internet, radio stations and
television channels. The Afghan government signed a $64.5 agreement
in 2006 with China's ZTE on the establishment of a countrywide optical
fiber cable network. The project began to improve telephone, internet,
television and radio broadcast services throughout Afghanistan. As of
2014, about 90% of the country's population has access to
communication services.
There are about 18 million mobile phone users in the country. Etisalat,
Roshan, Afghan Wireless and MTN are the leading telecom companies.
Etisalat became the first company planning to launch 4G services in
2014. It is predicted that over 50% of the population will have access
to the internet by 2015. In 2014, Afghanistan leased a space satellite
from Eutelsat, called AFGHANSAT 1.
There are about 18 million GSM mobile phone subscribers in
Afghanistan as of 2009, with over 75,000 fixed-telephone-lines and
little over 190,000 CDMA subscribers. Mobile communications have
improved because of the introduction of wireless carriers into this
developing country. The first was Afghan Wireless, which is US based
that was founded by Ehsan Bayat. The second was Roshan, which
began providing services to all major cities within Afghanistan. There
are also a number of VSAT stations in major cities such as Kabul,
Kandahar, Herat, Mazari Sharif, and Jalalabad, providing international
and domestic voice/data connectivity. The international calling code for
Afghanistan is +93. The following is a partial list of mobile phone
companies in the country:

Afghan Wireless

Roshan

Etisalat, the first company to provide 3G services in Afghanistan

MTN Group

Salaam Network
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All the companies providing communication services are obligated to

deliver 2.5% of their income to the communication development fund
annually. According to the Ministry of Communication and Information
Technology there are 4760 active towers throughout the country which
covers 85% of the population. The Ministry of Communication and
Information Technology plans to expand its services in remote parts of
the country where the remaining 15% of the population will be covered
with the installation of 700 new towers.
Phone calls in Afghanistan have been monitored by the National
Security Agency according to Wikileaks.
Afghanistan was given legal control of the ".af" domain in 2003, and
the Afghanistan Network Information Center (AFGNIC) was established
to administer domain names. As of 2010, there are at least 46 internet
service providers (ISPs) in the country. Internet in Afghanistan is also at
the peak with 1 million users as of 2009.
According to the Ministry of Communications, the following are some of
the different ISPs operating in Afghanistan:

TiiTACS Internet Services

AfSat

Afghan Telecom

Neda

CeReTechs

Insta Telecom

Global Services (P) Limited

Rana Technologies

Global Entourage Services

LiwalNet

2.1 different mobile technologies :

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2.1.1AMPS & GSM

In1983. The analog cell-phone standard called AMPS (Advanced Mobile
Phone System) was approved by the FCC and first used in Chicago.
AMPS use's a range of frequencies between 824 megahertz (MHz) and
894 MHz for analog cell phones. In order to encourage competition and
keep prices low, the US government required the presence of two
carriers in every market, known as A and B carriers. One of the
-carriers was normally the local-exchange carrier (LEC), a fancy way of
saying the local phone company.
Carriers A and B arc each assigned 832 frequencies: 790 for voice and
42 for data. A pair of frequencies (one for transmit and one for receive)
is used to create one channel. The frequencies used in analog voice
channels are typically 30 kHz wide 30 kHz was chosen as the
standard size because it gives you voice quality comparable to a wired
telephone.
The transmit and receive frequencies of each voice channel .are
separated by 45 MHz to keep them from interfering with each other.
Each carrier has 395 voices Channels, as well as 21 data channels to
use for housekeeping activities like registration and paging. A version
of AMPS known as Narrowband Advanced Mobile Phone Service
(NAMPS) incorporates some digital technology to allow the system to
carry about three times as many calls as the original version. Even
though it uses digital technology, it is still considered analog. AMPS
and ''NAMPS only operate in the 800-MHz band and do not offer many
of the features common in digital cellular service, such as e-mail and
Web browsing.

2.1.2 Along Comes Digital

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Digital cell phones use the same radio technology as analog phones,
but they use it in a different way. Analog systems do not fully utilize
the signal between the phone and the cellular network analog signals
cannot be compressed and manipulated as easily as a true digital
signal. This is the reason why many cable companies are switching to
digital so they can fit more channel within a given bandwidth. It isamazing how much more efficient digital systems can be.
Digital phones convert your voice into binary information (1 s and Os)
and then compress it (see How Analog-Digital Recording Works for
details on the conversion process). This compression allows between
three and 10 digital cell-phone calls to occupy the space of a single
analog call.
Many digital cellular systems rely on frequency-shift keying (FSK) to
send data back and forth over AMPS. FSK uses two frequencies, one for
s and the other for Os, alternating rapidly between the two to send
digital information between the cell tower and the phone. Clever
modulation and encoding schemes are required to convert the analog
information to digital, compress it and convert it back again while
maintaining an acceptable level of voice quality. All of this means that
digital cell phones have to contain a lot of processing power!

2.2

CELLULAR ACCESS TECHNOLOGIES

There are three common technologies used by cell-phone networks for

transmitting information:

Frequency division multiple access (FDMA)

Time division multiple access (TDMA).

Code division multiple access (CDMA)

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Although these technologies sound very intimidating, you can

get a good sense of how they work just by breaking down the title of
each one.
The first word tells you what the access method is. The second
word, division, lets you know that it splits calls based on that access
method.

FDMA puts each call on a separate frequency.

TDMA assigns each call a certain portion of time on a

designated frequency.

CDMA gives a unique code to each call and spreads it over

the available Frequencies.

The last part of each name is multiple access. This simply means that
more than one user can utilize each cell.

2.3 CELLULAR ACCESS TECHNOLOGIES: FDMA

FDMA separates the spectrum into distinct voice channels by splitting
it into uniform chunks of bandwidth. To better understand FDMA, think
of radio stations: Each station sends its signal at a different frequency
within

the

transmission.

available
While

band.
it

is

FDMA

certainly

is

used

capable

mainly
of

for

carrying

analog
digital

information, FDMA is not considered to be an efficient method for

digital transmission.

2.4 CELLULAR ACCESS TECHNOLOGIES; TDMA

TDMA is the access method used by the Electronics Industry Alliance
and the Telecommunications Industry Association for Interim Standard
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54 (IS-54) and Interim Standard 136 (IS-136) Using TDMA, a narrow

band that is 30 kHz wide and 6.7 milliseconds long is split time-wise
into three time slots.
Narrow band means "channels" in the traditional sense. Each
conversation gets the radio for one-third of the time. This is possible
because voice data that has "been converted to digital information is
compressed so 'that it takes up significantly less transmission space.
Therefore, TDMA has three times the capacity of an analog system
using the same number of channels. TDMA systems operate in either
the 800-MHz (IS-54) or 1900-MHz (IS-136) frequency bands.

2.5 CELLULAR ACCESS TECHNOLOGIES: TDMA/GSM

TDMA is also used as the access technology for Global. System for
Mobile communications (GSM). However, GSM implements TDMA in a
somewhat different and incompatible way from IS-136. Think of GSM
and IS-136 as two different operating systems that work on the same
processor, like Windows and Linux both working on an Intel Pentium
I11. GSM systems use encryption to make phone calls more secure.
GSM operates in the 900-MHz and 1800-MHz bands in Europe and Asia,
and in the 1900-MHz (sometimes referred to as 1.9-GHz) band in the
United States. It is used in digital cellular and PCS-based systems. GSM
is also the basis for Integrated Digital Enhanced Network (IDEN), a
popular system introduced by Motorola and used by Nextel.
GSM is the international standard in Europe, Australia and much of Asia
and Africa. In covered areas, cell-phone users can buy one phone that
will work anywhere where the standard is supported. To connect to the
specific service providers in these different countries, GSM users
simply switch subscriber identification module (SIM) cards. SIM cards
are small removable disks that slip in and out of GSM cell phones. They

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10

store all the connection delta and identification numbers you need to
access a particular wireless service provider.
Unfortunately, the 1900-MII GSM phones used in the United States are
not compatible with the international system. If you live in the United
States and need to have cell-phone access when you're overseas, the
easiest thing to do is to buy a GSM 900MHz/1800MHz cell phone for
traveling. You can get these phones from Planet Omni, an online
electronics firm based in California. They offer a wide selection of
Nokia, Motorola and Ericsson GSM phones. They don't sell international
SIM cards, however. You can pick up prepaid SIM cards for a wide range
of countries at Telestial.com.

2.6 CELLULAR ACCESS TECHNOLOGIES: CDMA

CDMA takes an entirely different approach from TDMA. CDMA, after
digitizing data, spreads it out over the entire available bandwidth.
Multiple calls are overlaid on each other on the channel, with each
assigned a unique sequence code. CDMA is a form of-spread spectrum,
which simply means that data is sent in small pieces over a number of
the discrete frequencies available for use at any time in the specified
range.
All of the users transmit in the same wide-band chunk of spectrum.
Each user's signal is spread over the entire bandwidth by a unique
spreading code. At the receiver, that same unique code is used to
recover the signal. Because CDMA systems need to put an accurate
time-stamp on each piece of a signal, it references the GPS system for
this information. Between eight and 10 separate calls can be carried in
the same channel space as one analog AMPS call. CDMA technology is
the basis for Interim Standard 95 (OS-95) and operates in both the
800-MHz and 1900-MHz frequency bands.

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11

Ideally, TDMA and CDMA are transparent to each other. In practice,

high-power CDMA signals raise the noise floor for TDMA receivers, and
high-power TDMA signals can cause overloading and jamming of CDMA
receivers.

Mobile companies in Afghanistan:

2.7 ROSHAN
2.7.1 ABOUTROSHAN
Roshan began operations in 2003 in an environment where there was
virtually
no
telecommunications
infrastructure.
Basic
telecommunications was prohibitively expensive and practically
inaccessible. To make an international call, you literally had to walk to
another country. Speaking to family members within and outside the
country was a luxury that many in Afghanistan had to forego.

2.7.2 BRINGINGYOUCLOSER
At Roshan, we believe that being able to pick up a phone and speak to
friends and family wherever they may be is a fundamental right
everyone in Afghanistan is entitled to. Which is why our core value is
reflected in our slogan: Nazdik Shodan, Bringing You Closer.

2.7.3 OURVISION
We are the benchmark emerging market telecommunications company
that focuses on our customers, stakeholders and employees, providing
quality and value in an ethical manner while contributing to the social
and economic development of Afghanistan within the region.

2.7.4 MAKING A DIFFERENCE

Roshan is Afghanistan's leading telecommunications provider and the
market leader with over nearly 6 million active subscribers and a
network that covers over 240 cities and towns in all of the country's 34
provinces.

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12

As a benchmark emerging market telecommunications company that

focuses on its customers, we are proud to have played a leading role in
bringing the benefits of wireless telecommunications to Afghanistan,
while contributing to the nation's reconstruction and economic
development.

Since inception in 2003, we have invested approximately $600 million

in Afghanistan. To date, we are the country's single largest investor and
the largest taxpayer, contributing approximately 5% of the Afghan
government's overall domestic revenue. In addition, Roshan directly
employs more than 1,100 people, of which, 19% are women, and
provides indirect employment to more than 30,000 people. We are
committed to providing training and developing opportunities to each
and every employee, helping to cultivate the next generation of Afghan
leaders and skilled employees.

2.7.5 BEING ONE OF THE WORLD'S BEST

We have our sights set on being the best. Not just in the region, but in
the world. By benchmarking ourselves against the world's best, we are
fully dedicated to bringing you the finest products and services through
leading-edge innovation. In addition, we have brought together the
brightest talent from all over Afghanistan and beyond to manage our
operations to ensure that your every experience with Roshan is second
to none.

2.7.6 BRINGING TOGETHER INNOVATION AND GLOBAL

EXPERTISE
Roshan aims to develop trust, friendship, cooperation and hope, all
necessary to bring the country out of a troubled past into a bright
future. We are owned by an international consortium made up of three
shareholders:

The Aga Khan Fund for Economic Development (AKFED) 51.00%

Monaco Telecom International (MTI), a subsidiary of Cable &

Wireless
Communications 36.75%

TeliaSonera 12.25%
Page |

13

As a collective group, this powerful consortium shares one vision to

provide all Afghans with access to mobile telephony, as well as to play
a key role in the countrys economic development and its
reconstruction and redevelopment process.
As the majority shareholder, the Aga Khan Fund for Economic
Development promotes private initiatives and builds economically
sound enterprises in the developing world. In partnership with MTI and
TeliaSonera, the consortium aspires to bring international expertise to
Afghanistan and is fully committed to the highest standards of network
quality and coverage for the people of Afghanistan

2.7.7 GOVERNMENT ENTITIES

THE
MINISTRY
OF
COMMUNICATIONS
INFORMATION TECHNOLOGY

AND

The Ministry of Communications and Information Technology (MCIT)

was established in 1955 with the objective of bringing Afghanistan into
the information society while preserving the country's cultural
heritage. It was one of the first Afghan political bodies to draft new
strategies and policies that enabled private companies to invest and
grow the country's telecommunications system.
MCIT's mission is to create a solid and transparent framework that will
ensure
the
effective
and
efficient
development
of
the
telecommunications sector and transition to the information society in
Afghanistan.

NATIONAL COMMUNICATIONS
TECHNOLOGY PARTNER

AND

INFORMATION

Roshan works closely with the MCIT through sharing knowledge and
expertise to develop an enabling environment for the industry. This
collaboration demonstrates how the private sector can work with the
government to improve regulations and to ensure that all Afghans have
access to information and communications technology.

THE
AFGHANISTAN
REGULATORY AUTHORITY

TELECOMMUNICATION

Page |
14

The regulatory environment within the telecommunications sector in

Afghanistan has rapidly developed over the last few years. The
Afghanistan Telecom Regulatory Authority of Afghanistan (ATRA), works
within the framework of the Ministry of Communications and
Information Technology (MCIT), and was established according to the
Telecommunication Law in 2005.

TELECOMMUNICATIONS
PARTNER

AND

INTERNET

POLICY

ATRA is responsible for regulating the telecommunications sector. The

regulatory body functions in an independent, open, objective,
transparent, and non-discriminatory manner within the legal
framework in the country. ATRA is committed to implementing
international best practices and creating a fully transparent regulatory
environment.

2.7.8 DEVELOPMENT BANKS

At Roshan, we believe that the mobile phone can play a significant role
in the development process. Through a mobile phone, we can extend
security, offer financial services, and provide access to information.
Some of the world's leading Development Banks, the Asian
Development Bank (ADB), Promotion et Participation pour la
Coopration conomique, (PROPARCO) and Deutsche Investitions- und
Entwicklungsgesellschaft mbH (DEG), also share in our vision that the
mobile phone is a catalyst for growth and development.

With the support of the Development Banks, we have been able to

fast-track numerous projects, which include extending coverage to
isolated populations, introducing products such as M-Paisa, which
bridge gaps in infrastructure and spurring entrepreneurial spirit in the
country, by helping Afghans build their own small and sustainable
businesses.
Through our collaboration, we continue to see firsthand how
communities thrive and grow, and businesses flourish as they access
and unleash the power of mobile telephony.

The Asian Development Bank

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15

An international development finance institution whose mission is to

help its developing member countries reduce poverty and improve the
quality of life of their people.

PROPARCO
A leading development finance institution committed to the
development of the private sector in developing and emerging
markets.

DEG
A member of KfW Bankengruppe, and one of the largest European
development finance institutions, financing the investments of private
companies in developing and emerging countries.

2.7.9 TECHNOLOGY AND MARKETING

HUAWEI
Huawei is a leading telecom solutions provider. Through continuous
customer-centric innovation, Huawei has established end-to-end
advantages in Telecom Network Infrastructure, Application & Software,
Professional Services and Devices.
With comprehensive strengths in wire line, wireless and IP
technologies, Huawei has gained a leading position in the All-IP
convergence age. Products and solutions have been deployed in over
100 countries and have served 45 of the world's top 50 telecom
operators, as well as one third of the world's population.

INFRASTRUCTURE AND TECHNICAL SUPPORT PARTNER

A company renowned for always putting its customers first, Huaweis
vision of enriching life through communication resonates with Roshan.
Through this partnership, Huawei is committed to providing the highest
network quality and services to the people of Afghanistan.
Huawei plays a major role in furnishing the Roshan network with stateof-the-art infrastructure and technical support. Additionally, Huawei
provides maintenance and expansion of the network, both in terms of
capacity and coverage.
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16

NOKIA SIEMENS NETWORKS

Nokia Siemens Networks is a leading global enabler of
telecommunications services. With its focus on innovation and
sustainability, the company provides a complete portfolio of mobile,
fixed and converged network technology, as well as professional
services including consultancy and systems integration, deployment,
maintenance and managed services. It is one of the largest
telecommunications hardware, software and professional services
companies in the world. Operating in 150 countries, its headquarters
are in Espoo, Finland.

KEY NETWORK EQUIPMENT PARTNER

NSN is helping Roshan build more valuable customer relationships by
improving efficiency and experience. Through its leading-edge
expertise, NSN provides Roshan with key network equipment and
maintenance support. NSN also provides strategic infrastructure
guidance to Roshans Technology Team to ensure optimal network
performance.

VODAFONE
The name Vodafone comes from voice data fone, chosen by the
company to reflect the provision of voice and data services over
mobile phones. A communications leader in an increasingly connected
world, the Vodafone Group Plc has a significant presence in Europe, the
Middle East, Africa, Asia Pacific, and the United States. As of June 30,
2010, based on the registered customers of mobile telecommunication
ventures in which it has ownership interests at that date, the Group
had 347 million proportionate customers.

VOICE AND DATA ROAMING PARTNER

Vodafone currently has equity interests in 31 countries across five
continents and around 40 partner networks worldwide. Roshan is part
of the Vodafone Partner Markets Program. This strategic partnership
has enabled Roshan to better serve its customers by providing
exclusive access to a wider range of products and services. Roshan
customers can enjoy improved voice and data roaming in countries
where Vodafone is active, and in turn, Vodafone will use Roshans
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17

state-of-the-art network to offer their customers service while roaming

in Afghanistan.
This successful collaboration has also lead to the launch of mobile
money transfer service, M-Paisa, which offers safe, secure and fast
access to a range of financial services to 97% of Afghanistans
unbanked population.

COVERAGE
Staying true to our slogan, Nazdik Shodan (Bringing You Closer), our
priority as a proud Afghan company is to satisfy one of the most basic
human needs the need to reach out and speak to one another.

Bringing You Closer

Afghanistans mountainous terrain and lack of infrastructure did not
deter us. In fact, it made us even more determined to provide you with
access to mobile telephony, particularly in rural areas.
Our commitment to quality service and network coverage sets us apart
from the rest. Currently, we are the leading telecommunications
provider in Afghanistan with the largest coverage in the country,
serving approximately 60% of the population in more than 230 cities
and towns across all 34 provinces. As we grow from strength to
strength, we will continue to seek new opportunities to expand our
coverage to meet your every communication need.

2.8 MTN
Launched
in
1994,
the
MTN
Group
is
a
multinational
telecommunications group, operating in 21 countries in Africa, Asia and
the Middle East. The MTN Group is listed on the JSE Securities
Exchange in South Africa under the share code: "MTN". As at 31
December 2008, MTN recorded 90 million customers across its
operations in Afghanistan, Benin, Botswana, Cameroon, Cote dIvoire,
Cyprus, Ghana, Guinea Bissau, Guinea Republic, Iran, Liberia, Nigeria,
Republic of Congo (Congo Brazzaville), Rwanda, South Africa, Sudan,
Swaziland, Syria, Uganda, Yemen and Zambia. The MTN Group is a
global sponsor of the 2010 FIFA World Cup South Africa and has
exclusive mobile content rights for Africa and the Middle East.
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18

Mtn is a leading telecommunication operator in middle East and south

Africa . Through its legal entity Areeba, the company won the second
GSM license in Afghanistan in July 2006 and was later re-branded to
MTN in 2008.

2.8.1 Mission & Vision

Vision:
To lead the delivery of a new bold, new digital world to our customers.
Mission:

To make our customers lives a whole lot brighter.

2.8.2 MTN Philosophy

Sustainability forms the foundation of the MTN Groups investment
philosophy. Actively embedding sustainability principles in the way we
do business ultimately impacts on our people, our reputation and our
profits. We want to be here, as successful as ever, in the future. We
therefore, we acknowledge that while we must make a profit, it is our
responsibility to be a relevant contributor to the development and
sustainability of the communities we touch and interact with.

2.8.3 MTN Foundation

MTN Foundation have legal license registered in ministry of justice
Islamic republic of Afghanistan.
MTN Foundation officially launched in Feb-04-2009 at Safi landmark
hotel Kabul Afghanistan.
Afghan cabinet members and directors of different NGOs had take part
in this program.
Minister of information technology appreciated this human act of
MTNA.
MTN Foundation is a new social responsibility initiative through which
MTN Afghanistan conducts its social/community/welfare projects in the
areas of education, health, sports, humanitarian, environmental and
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19

other relevant activities that fall within MTNs Group Corporate Social
Responsibility policy.
Currently, the MTN Foundation in Afghanistan runs the MTN Mobile
Clinic. These clinics drive around the country providing free treatment
and medication for the poor and less-privileged people of Afghanistan.
The initiatives below have been prioritized for implementation.

Health
To support community health care centers, in remote areas where
NGOs cannot go.
To support Gynecology hospitals as per their need and advertise it
as much as possible, in coordination with Ministry of Health, Ministry of
Women Affairs, and Gynecology hospitals.

Emergency Response Services

Responding to some Emergency situations, like earth quakes, severe
flooding, epidemic outbreaks etc.
Education and Community Support programs

Scholarship for students, on excellence performance or any other

merit that the MTN may prefer.
Contribute in reconstructing schools and orphanages
Contribute in reconstructing some broken bridges and digging water
wells for people
Providing support to Internally Displaced People (IDP) due to war or
civil conflict

2.8.4 MTN Coverage

Area Coverage
Province

33

Geographic 35%
Population

72%
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20

Road 3500 km
Cities/Towns 272

2.9 AWCC
Afghan Wireless (AWCC) is a cellular network provider in
Afghanistan which was launched on 13 November 2002 by Ehsan
Bayat. It is a joint venture business between Telephone Systems
International in the United States and the Afghan Ministry of
Communications. Afghan Wireless signed a 15 year-contract with the
Afghan Ministry of Communications, which has a 20% stake in Afghan
Wireless.
The company provides GSM services in the four major cities of
Afghanistan, including Kabul, Kandahar, Herat, and Mazar-i-Sharif.

Corporate Profile
Afghan Wireless, with a primary motive of connecting Afghanistan
seamlessly, was the first mobile services company in Afghanistan.
Afghan Wireless Communication Company was started in 2002 by the
visionary Mr. Ehsan Bayat, the Chairman of the Company, with a zeal
to establish an Afghan company for the people of Afghanistan.
Post the conflict era, Afghanistan faced the uphill task of rebuilding
itself, the first step was to build the communication infrastructure.
Afghan Wireless promoted by Telephone Systems International was
more than eager to contribute its share in this endeavour. Today the
company stands tall with more milestones than it had initially planned
to reach.
To its credit, Afghan Wireless boasts of covering all the provinces in the
country and the only one to do so.
The company as a responsible and committed corporate citizen,
involves itself in to lend a helping hand to the social causes through
Bayat Foundation, an active NGO supported by Afghan Wireless.

Careers
We are always looking out for talented individuals who are ambitious,
who love challenges and who have a passion to excel! Come join the
fast growing team and create a future. Please check the Current List of
Openings at Afghan Wireless.
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21

Social Responsibility
As the Afghan leader in mobile telephone, Afghan Wireless has had a
longstanding commitment and legacy of leadership in acting
responsibility and contributing to the growth & wellness of Afghans
everywhere.
At Afghan Wireless, we recognize and fulfill the obligations we have
towards our team, customers, suppliers, competitors and the
community as a whole. We believe our reputation, together with the
trust and confidence of those with whom we deal, is one of our most
valuable assets. And, in order to keep this reputation and trust, we
demand and maintain the highest ethical standards in carrying out our
business activities.

2.9.1 Our Organization

2.9.2 Customers
We strongly believe that integrity in dealing with customers is a
prerequisite for a successful and sustained business relationship.
We operate a highly effective and efficient organization, focused on
meeting customer objectives. Our aim is to provide mobile and
broadband services which give fair value and consistent quality,
reliability and safety in return for fair reward. We operate policies of
continual improvement, of both processes and the skills of our staff, to
take best advantage of advances in technology. This safeguards our
operations for the future, ensuring that we continue to add value to our
customers businesses.

2.9.3 Environment
Afghan Wireless believes that, by their nature, our operations have a
minimal impact on the environment. However, we acknowledge that
there are inevitable environmental impacts associated with any
organizations daily operations. We aim to minimize any harmful
effects and consider the development and implementation of
environmental standards to achieve this to be of great importance.
In the course of our operations, we seek to identify opportunities to
reduce consumption of energy, water and other natural resources. We
also strive to re-use and recycle where possible and dispose of nonrecyclable items responsibly, thereby minimizing our impact on the
environment.

2.9.4 Our Employees:

2.9.5 Realizing potential
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22

Afghan Wireless values are based upon a number of important

principles and capture qualities that each employee is encouraged to
embody as an essential part of our success:

Expertise

Assure quality and drive innovation

Listen to learn from each other champion continuous improvement

Be accountable keep commitments

Customer Focus

Share our vision; share our passion

Strive for our customers profitability and satisfaction

Be a trusted global partner

Respect

Think and act as a team

Optimize the value of our global community

Deliver results and celebrate success

Developing our capabilities, delivering value to our customers

throughout Afghanistan, and securing long-term profitable growth is
founded on releasing the potential of our employees.
We actively support the development of our staff in a number of ways
including formalized employee development discussions and
structured programs for personal and professional development. It is
linked to the transfer, exchange and creation of knowledge to our
strategic corporate objectives and therefore the power behind the
ongoing innovation of Afghan Wireless products, services and
processes.

2.9.6 A meritocracy
As a diverse company, we embrace diversity and respect for different
cultures and local requirements. Employees of both genders, from
different nations, cultures, ethnic groups, generations and backgrounds
contribute their skills and different perspectives to improving our
solutions and delivering to our customers.
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23

2.9.7 Health and safety

We aim to ensure a safe and healthy working environment for all our
employees, outside contractors and visitors, not only on Afghan
Wireless premises, but also for those staff and contractors working on
client sites. The company aims to comply with all relevant local
legislation or regulations, and best practice guidelines recommended
by national health and safety authorities. We also liaise with staff
regarding our policies and practices so that we can continue to
maintain a healthy, safe and enjoyable environment.

2.9.8. The Bayat Foundation

2.9.9 The Foundations Goal
Since 2006, the Bayat Foundation has helped rebuild Afghanistan as
well as deliver hope and support to the neediest and most at-risk
Afghans. By providing food and clothing; maternity care for women
before and during childbirth and to newborn babies; orphan care and
education; competitive sports to challenge the youth; and
entrepreneurship programs for widows, women and youth, the
Foundations goal is to rekindle a healthy and hopeful base so that all
Afghans have the opportunity to prosper.
Each of these Bayat Foundation programs is generously supported by a
number of individual donors from many countries around the world.
To ensure quality in each of its core programs, the Bayat Foundation
seeks and is responsive to input from the local community in the
preliminary planning phase and throughout implementation.
Bayat Foundation assistance and aid is provided to the needy,
displaced, orphaned and handicapped in Afghanistan regardless of age,
gender, ethnicity or religion.

2.9.10 Caring for Families in Need

The Family Sponsorship and Winter Aid programs were launched in
2008 and continue to this day. Through the Family Sponsorship
program, donors have the opportunity to support a family with a
modest $50 donation per month to cover necessities. In many cases,
family sponsorship means that the children are able to attend school
rather than beg in the streets for food. Each year during the coldest
months food, warm clothing, and thousands of blankets are delivered
by Bayat Foundation personnel through the Winter Aid program to
Afghan people living in the remote provinces.

2.9.11 Maternal and Newborn Care

In the last few years, the Bayat Foundation has constructed health care
facilities in eight provinces throughout Afghanistan where formal
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24

pregnant and maternal care options did not previously exist. These
facilities, which include maternity clinics and 10 150 bed hospitals,
now serve hundreds of thousands of women per year free of charge.
The availability and quality of the medical care made available
through the Bayat Foundation has helped to reduce the mortality rate
for women and newborns throughout Afghanistan.

2.9.12 Education/Schools & Orphanages

The Bayat Foundation has remodeled and refurbished classrooms and
dormitories, provided school supplies, constructed new schools and
orphanages, libraries and a sports stadium to enable learning and
achievement for boys and girls in an orderly and safe environment and
to address a nation challenged by illiteracy by educating one student
at a time.
The Bayat Foundation helps to educate the Afghan people through
public service announcements about personal hygiene, food
preparation, respect for youth and elders, and other human rights
issues.

2.9.13 Sports
The Bayat Foundation has sponsored distance running, bicycle races
and walk-a-thons to inspire the youth with competitive and team
building experiences, and the first Afghan Olympic medal winner with a
training grant.

2.9.14 Water
More and more people in Afghanistan now have access to clean water
through Bayat Foundation deep well-digging initiatives.

2.9.15 Emergency Relief/Disaster Response

The Bayat Foundation has assisted the victims of floods and avalanche
by providing food, clothing, medical aid, and other essential support in
the aftermath of such disasters.

2.9.16 Empowering Women Grants

In 2010 the Bayat Foundation launched the Empowering Women Grant
and awarded one each in the amount of $10,000 to expand their
activities:

BPeace

Justice for All Organization

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25

Women for Women International

2.9.17 Public/Private Partnerships

The Bayat Foundation hosted the first Afghan Symposium for
Humanitarian and Leadership Engagement in June 2009 in Washington,
DC attended by 125 leaders from the U.S.A., Canada and Afghanistan.
Under the leadership of the Bayat Foundation, the Afghan Trusted
Network project was then launched and is supported daily by League
for Hope and NC4 Corporation to encourage collaboration between
humanitarian and other leadership organizations for quality of life and
livelihoods for the people of Afghanistan.
2.10

SALAM

Incorporated in 2013, Salaam is the latest entrant in Afghanistans

telecommunication industry providing a top quality, affordable, 100%
Afghani solution. Envisioned by the Ministry of Telecommunications and
Information Technology, Salaamis committed to revolutionize the
telecommunication sector in Afghanistan by complementing the
nationwide fixed network with 3G GSM voice and data services.
Setting ourselves apart from the competition through our customerfriendly packages without restrictions or tricky charges, Salaam gives
its customers the freedom to enjoylowest call rates, both domestic and
international, andtrouble-free internet at unbelievable rates without
compromising on quality.
Committed to bring peace and prosperity to Afghanistan, Salaam is
enthused to keep the whole nation connected to only one network
i.e.Salaam, the choice of Afghans.

2.10.1 MISSION&VISSION

Vission

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26

To become Afghanistans telecom network of choice connecting

everyone, everywhere.

Mission
To become a leader in Afghan telecom market, providing reliable, high
quality and affordable telecommunications services to the people of
Afghanistan with a view to contribute our bit towards peace and
prosperity of the nation.
To translate our vision and mission into action we strictly adhere to Our
Strategic Pillars:

Honesty in our service proposition

Transparency in our rates and tariffs

Customer focus directing our actions

Highest quality of products and services

Affordability in terms of product

2.10.2

Corporate Values

To lead the constantly evolving world of telecommunications, we at

Salaam adhere uncompromisingly to our corporate values comprising:

Integrity in our internal and external dealings.

Transparency in our services minus any package restrictions.

Customer friendly to cater to our customers anytime anywhere

in Afghanistan.
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27

Innovation in our service offerings to stay at the helm of

telecom business.

Corporate Social Responsibility to uplift the society and

promote CSR practices in Afghanistan

Our Management
Salaam has the youngest management team comprising some of the
brightest

minds

in

Afghanistan.

Our

management

team

is

combination of highly-qualified and enthusiastic professionals from

many different backgrounds who approach their work with real energy
and passion, bringing vital experience and drive to our operations.

Our Team
At Salaam, our most valuable asset is our work ethic based on the
excellence, diligence and integrity of our team. Our people are core to
our success and we aim to build our team with individuals who truly
understand our corporate culture and values. Each member in the
team is a leader within ones own sphere of responsibilities, well aware
of the common objective. We believe that leadership is not just an
assigned designation but an attitude. Similarly, integrity is as
instrumental to success as is excellence.
We are proud to have the youngest management team in the telecom
sector in Afghanistan. Our 300+ highly qualified, trained and dedicated
professionals are inspired to walk the extra mile in their quest to make
Salaam a success. Team Salaam is enthused to challenge the prevalent
market culture and business practices to set unparalleled standards of
professional excellence and business growth thus making Salaam the
choice of every Afghan.
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28

Chapter III

Research Methodology

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29

Chapter III

Research Methodology
3.1 Population
The Population for this study consists of not all telecommunication
company I have just select some telecommunication company because
of lack of time.

3.2 Sample size

A questionnaire was designed consisting of ten optional questions
asking the respondent to give their ideas about the given questions. A
sample of the questionnaire is attached in the appendix section of this
report. The questionnaire was distributed to 167 people.as sample I
have selected ROSHAN,MTN,AWCC,SALAM.

3.2.1 Sampling Technique

I have used non-Probability sampling method where I have selected
convenience sampling technique for collection of data because I am
not able to collect the data about all telecommunication companies
that exist in Afghanistan.

3.3 Procedure
I have distributed the questionnaire via personal visits followed by a timely visit with
respondents to collect the questionnaire. The time period frame of distribution and
recollection was limited to 7 days. A series of secondary publications such as books,
research papers and web links have also been used. The timeline for secondary data
was limited to 40 days.

3.4 Scope and limitations

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30

It was very difficult to analyze all the impacts of advertisements in a

short span of 3months regarding all of its aspects. Moreover, some or
all data might become irrelevant or obsolete after some time. Survey
could be biased as the sample is taken from only Kardan university.

3.5 Background
I have conducted analytical research. Because I want to analysis the
consumer behaviour towards mobile industries in Kabul Afghanistan .

3.6 Research Approaches

The research approach for this study is quantitative research approach
because this research is wholly based on numerical data analysis.

3.7 Research Tools:

I have conducted research via questionnaires and personal visits in order to meet the
objective of the study.

3.8 Types of data

3.8.1 Primary Data
This data was collected through following methods:

Personal visits

Unstructured interviews

General discussions

Questionnaires
The basic tool for gathering primary data was in person survey
as it is the only technique with maximum response rate. The
questionnaire was distributes in person.

3.8.2

Secondary Data
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31

Secondary data was collected using the following resources.

Internet

Magazines

Newspapers

3.9 Limitations of Study

Low level of interest of the people towards answering the

questionnaires convincing the people was a time consuming

task.
Difficult

Questionnaires.
The researcher had a job at the time of conducting the research

so it was hug problem for the researcher.

Delays in receiving back the questionnaires

to

find

the

experienced

people

to

fill

out

the

Availability of data in order to conduct my research I need to find

out more date I had find out enough data for my research we
need to find out data from sides from books from internet.

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32

Chapter IV

Finding and Analysis

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33

Chapter IV

Finding and Analysis

SURVEY ANALYSIS
Do you read/send SMS
Yes

No
SMS Ratio

7.2

Yes

No

92.8

GRAPH-1: SMS RATIO

The figure shows that there is lot of potential of INTERNET/SMS marketing
because the current ratio of SMS shows that 92.8% mobile consumers are
utilizing this facility.
If this marketing strategy (INTERNET/SMS) is simultaneously used by all
companies, then consumer response would be much more than the other
advertising themes and strategies, because it is faster and cost efficient.

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34

APPROXIMATELY, WEEKLY HOW MANY SMS YOU RECEIVE

Wee kly SM S Received

45

39

40
35
30

26

25
20
15

14

14

10

5
0
Less Then 5

5 to 10

11 to 15

More than 15

None

GRAPH-2: WEEKLY SMS RECEIVED

APPROXIMATELY, WEEKLY HOW MANY SMS YOU SEND

Wee kly SM S Send

40
34

35
30
25
20

20

22

16

15
8

10
5
0
Less Then 5

5 to 10

11 to 15

More than 15

None

GRAPH-3: WEEKLY SMS SEND

The research shows that the mobile users mostly use the SMS facility because it is
cost effective as compare to voice call. 39% users receive more than 15 messages
per week and 34% users send-more than 15 messages per week.
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35

OCCUPATION OF MOBILE USERS

Occupation of Mobile Users

9% 5%
25%
House Wives

Businessmen

Female

48%

Students

Others

13%

GRAPH-4: OCCUPATION OF MOBILE USERS

According to our survey the mobile is been used by 42.5% -of the population
which consist of students and 22,2%'of population is been used by business men
and
GENDER OF MOBILE USERS
Gender

22%
Male

Female

78%

GRAPH-5: GENDER

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36

According to my survey I concluded that majority of the population i.e. 77.8%

consist of men are using mobile and the rest of 22.2% of the population consist of
female are using mobile. It's graphically presented above
HOW MANY MOBILE CONNECTIONS YOU HAVE

No. of Mobile Connections per User

2%

25%

Single

Two

More than two

74%

GRAPH-7: NUMBER OF MOBILE CONNECTIONS PER USER

According to survey 73.7% mobile users have single connection. 24.6% mobile
users of total sample have two connections. 1.8% of sample has more than two
connections.

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37

WHICH MOBILE CONNECTION YOU ARE CURRENTLY

USING
Attributes

No of users

Percentage

ROSHAN

90

54%

AWCC

14

8%

MTN

52

31 %

SALAM

11

7%

According to the survey I concluded that ROSHAN connection is on the top and is
been used by the majority of the population i.e. 54%, than comes MTN
connections which is been use by 31% of the population, than comes AWCC
connections which is been used by 8% of the population and at the last there is
SALAM connection which is been used by the least number of the population i.e.
7%.

Current Users vs Mobile Companies

60%

54%

50%
40%
31%
30%
20%
8%

10%

7%

0%
ROSHAN

AWCC

MTN

SALAM

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38

GRAPH-9: CURRENT USERS VS. MOBILE COMPANY

According to the graphs it clearly shows the ROSHAN is enjoying its position in
the market because of its connections been used by 54% of the pop and it grabbed
the majority of the population. After MTN and its connections are carried
ROSHAN the position is been used by 31% of the pop. The AWCC and the
SALAM is almost enjoying almost the same position in the market.

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39

Chapter V

Conclusion and
Recommendations

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40

Chapter V

Conclusion and Recommendations

5.1 CONCLUTION

CONCLUSION
Afghanistan

telecommunication

has

traditionally

been

characterized by low growth rule. Sectoral growth rate is high in

areas where both public and private sectors are operating. The
main reasons are boom in mobile industry and constituencies in
fixed line are competition in this sector.
Mostly mobile users are student which is 42.5%of total mobile
users, the people who are in service sectors using this facility are
approximately 30%, and 22% are business man. Age group of
more than 50% of the mobile users ranges from 20 to 26 years,
its mean mostly young people are utilizing this service. More than
35% of the mobile users are using this technology since 1 to 2
years. Therefore, the real boom in this industry took place after
2003.
Thus, research shows that 60% people prefer mobile connection
over the fixed lines, the reasons are 49% people wants to stay in
touch with theire love one, 22% and 21% use as a business
purpose and privacy respectively. But still cellular connection is
not cost effective as compared to fixed line connections.
Afghanistan

telecommunication

has

traditionally

been

characterized by low growth rate. Sectoral growth rate is high in

areas where both public and private sectors are operating. The

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41

main reasons arc boom in mobile industry and constituencies in

fixed line are competition in this sector.
Mostly mobile users are student which is 42.5%of total mobile
users, the people who are in service sectors using this facility are
approximately 30%, and 22% are business man. Age group of
more than 50% of the mobile users ranges from 20 to 26 years,
its mean mostly young people are utilizing this service. More than
35% of the mobile users are using this technology since 1 to 2
years. Therefore, the real boom in this industry took place after
2003.
Thus, research shows that 60% people prefer mobile connection
over the fixed lines, the reasons are 49% people wants to stay in
touch with there love one, 22% and 21% use as a business
purpose and privacy respectively. But still cellular connection is
not cost effective as compared to fixed line connections.
Trend
14000
12000
10000
8000
Fixed
Lines
Subscribers (000)

Cellular Line

6000
4000
2000
0
199619971998199920002001200220032004200520062007

GRAPH 10: TREND

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42

The growth in mobile industry is not only in Afghanistan but this growth is
through out the world. We can see in the above figure the trend of mobile industry
from 1993 to 2003. In early days, mobile connection and the rate of call were so
high that is why people used to consider them as luxury items. But now a day's
mobile connection has become a necessity.
The trend of mobile industry from 1993 to 2003
MOBILE OVERTAKES FIXED: TOTAL SUBSCRIBERS, WORLD,
MILLIONS
160
140
120
100
80

Fixed Lines

Mobile Connections

60
40
20
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

GRAPH 11: FIXED LINE VS. MOBILE CONNECTIONS

Now a days mobile connection arc competitively cheaper, and call rates are going
down because of competition and it is also one of reason that people are attracting
towards the mobile connections, but it is still high enough for middle class people.
The research shows that more than 50% of consumer says that the mobile
connection are not cost effective but still 88% mobile user's are satisfied with their
mobile connections.

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43

5.2RECOMMENDATION:
Based on the competitive analysis that has been done in the previous chapter, first
recommendations will be given for the whole mobile industry & after their
recommendations will be given specific to each companies that is assured in this
research.
RECOMMENDATION FOR THE WHOLE MOBILE INDUSTRY:
In this research I have found out that there is a great patient for INTERNET/SMS
marketing. The mobile companies can have a joint ventures with other fast moving
consumer goods companies and fast food companies that will benefit both of the
mobile & MCG companies.

Mobile companies will benefit in the way that they will find a new market
for their business.

FMCG companies fast food companies will be able to advertise their

products to the specific target market, in this way they can have quick
feedback from their customers.

As SALAM Network has introduced charging per seconds, so other

networks should also introduce it.

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44

RECOMMENDATIONS FOR SPECIFIC EACH COMPANY:

MTN:
Following are the recommendation for MTN:

It should its connectivity between it lacks the consistency in its

connectivity.

It should reduce its call rates for calling to other networks as it is charging
very high rates in compression to others networks.

they should Reduce international call rate.

AWCC:

It should improve in connectivity between of which it is losing.

They should expend their coverage in all province of Afghanistan.

they should Reduce international call rate.

ROSHAN:

It is charging high rates of calling to its own network that is Roshan to

Roshan comparatively to all networks.

The internet prize high so they should focus to reduce their internet prize.

They should reduce call rate to calling other network.

they should Reduce international call rate.

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45

SALAM:

It is having satisfactory coverage as a new entrant but it should expend

itself with in lime to other cities to compete with networks.

They should improve their voice quality because it is below standard.

It is having a narrow coverage and mass advertising.

They should focus to provide high speed internet to their customer.

Focusing on customer care.

they should Reduce international call rate.

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46

Appendix
QUESTIONNAIRE
The questionnaire is intended for the fulfillment of the thesis requirement. Hence I
will he obliged for your participation.
Q. 1. Your profession _______________________
a.

Student

b.

Faculty member

c.

Businessman

d.

Government servant

e.

Other

Q.2. When you purchase your mobile connection?

a.

3 month old

b.

6 months old

c.

9 months old

d.

I year & above

b.

Female

Q.3. Your Gender

a.

Male

Q.4. Which age group you belong to?

Q5.

a.

13-19

b.

20-26

c.

27-35

d.

Above 35

Which mobile connection do you use?

a.
c

Roshan
Awcc

b
d

Mtn

Salam

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47

Q.6.

Do you read/send SMS?

a.

Yes

b.

No

Q.7. Weekly how many SMS you receive?

Q.8.

Q.9.

a.

Less than 5

b.

5-10

c.

More than 15

d.

None

How my SMS you send per week?

a.

Less than 5

b.

5-10

c.

More than 15

d.

None

How many mobile connection do you have

a.

One Connection

c.

More than two

b.

Two connection

Q.10. Your views regarding internet connection in Afghanistan

Q.11.

Q.11.

a.

Excellent

b.

Good

c.

Fair

d.

Poor

How you will rate the internet connection in Afghanistan

a.

Excellent

b.

Good

c.

Fair

d.

Poor

What do you think having internet connection will cover all your needs

for means of communication

a.

Strongly agree

b.

Agree

c.

Disagree

d.

Strongly disagree
Page |

48

Reference
1.

Dean, Shaw, Digital Talk (New York, MegrawHill Inc.) November 1997
Development, Technology and communication Affairs Committee, 01
September 2004

2.

l-ugene. M. Johson. "Networking" 2IH| edition New York, Megraw Hill

International September 1998.

3.

Khalicl. Zaman "Investors or speculators" Business Editorial, The News,

26 February 2005.

4.

Michal, Hopkins, Network Analysis (IDG Books Inc.) 1994

5.

Stanton, William J "IT Introduction" 11th edition New York, Megraw Hill
Company August 1997.

6.

How

stuff

works,

"Today's

Cell

Technology"

Available

from

www.howslutTworks.com, access on 30th July 2005

7.

http://roshan.af/Roshan/About_Roshan/About_Roshan.as
px

8.

http://www.mtn.com.af/sub.aspx?pageid=67

9.

http://afghan-wireless.com/about-us/

10. http://www.salaam.af/Introduction.html

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