Term Project Report

WorldCall EvDO Marketing

Term Project Report

[The first draft of the report discusses about the

internet broadband industry, background of WorldCall
Telecom Ltd, the launch of EvDO services, its market
Faculty competitors and deployed marketing strategies.]
Naveed Ilyaas

[Mohsin Ayub]
[Maria Iqbal]
[Alishba Khatri]
 WorldCall EvDO Term Project Report 2

ABOUT THE COMPANY

WorldCall Telecom Ltd. (WTL) has been operating since 1996. The company started its services
with only two products Wireless Phones (Wireless Local Loop WLL) and Cable TV, gradually it
diversified its market and entered in to Cable Broadband Internet market and then in Wireless
Data Services in 2006. Wireless Data Service (CDMA 1x) was pioneered by WorldCall Telecom
Ltd through it’s already setup CMDA voice network, the data service (internet service) was
provided on the wireless handset of WorldCall at a speed of 384Kbps. This was the first step in
‘wireless on the go’ concept that WorldCall launched, growing intensively the company
upgraded its technology to CDMA 3x Network, which was a 3G revolution, and this was also
first of the class launch in Pakistan by WorldCall. The Wireless Data Services on to go got a
rapid boom, as the technology was a very good solution to the consumers who needed the
internet everywhere they wanted. WorldCall Telecom named this product as EvDO (Evolution
Data Optimized) since technologically it optimized the data codes and provides a data rate of
2.1 Mbps which is equal to the broadband cable service.

WorldCall offers flexible packages on this EvDO device (256Kbps, 512Kbps and 1Mbps) and
comes in different brands to suit the customer needs like (USB Device for unpowered single
user) or (Wi-Fi Router for multiple user distributed service).

WorldCall at the current moment offers multiple consumers and corporate services which
includes
 Fiber Sharing
 Wireless Site Sharing
 Wireless Broadband
 Cable Broadband
 Digital TV
 Cable TV
 Video on Demand
 Wireless Prepaid / PCO Phone

OFFERED PRODUCTS
 WorldCall EvDO Term Project Report 3

WorldCall Telecom Ltd

Data Service Media Share

Voice Entertainment

Prepaid Cable TV
Cable Backbone
Phones
Broadband Fibre share

Postpaid Video on
Wireless Wireless
Phones Demand
Broadband CDMA Tower
Share

PCO / Digital TV
Payphones

COMPANY’S VISION

We at WorldCall are committed to achieving dynamic growth and service excellence by being at
the cutting edge of technological innovation. We strive to consistently meet and surpass
customers', employees' and stake-holders' expectations by offering state-of-the-art telecom
solutions with national & international footprints. We feel pride in making efforts to position
WorldCall and Pakistan in the forefront of international arena.

COMPANY’S MISSION
 WorldCall EvDO Term Project Report 4

In the telecom market of Pakistan, WorldCall to have an overwhelming impact on the basis of
following benchmarks:
 Create new standards of product offering in basic and value added telephony by being more
cost effective, easily accessible and dependable. Thus ensuring real value for money to all
segments of market.
 Be a leader within indigenous operators in terms of market share, gross revenues and ARPU
within five years and maintain the same positioning thereafter.
 Achieve utmost customer satisfaction by setting up high standards of technical quality and
service delivery. Ensuring the most profitable and sustainable patterns of ROI (Return on
Investment) for the stake-holders.

THEIR VALUES

INTEGRITY
They stay committed to maintain long term and trust worthy relationship with shareholders
featured by adequate information disclosures and equitable and prudent sharing of rewards of
growth.

PEOPLE
Their team and their employees are the most important assets from which their strength
emanates. They know that no one can achieve any success alone and we believe that success of
their employees and the success of the Company are inseparable. For the purpose they
facilitate their employees by giving them opportunities, training and necessary resources and
through recognizing their talent.

CSR
WorldCall strength is reflected by their belief in and adherence to a set of glorious values. These
values teach them that they should always look friendly, committed and nurturing. They always
stand stood every time when there is a need for them in the society. Recently they have started
a donation facility for the patients of Shaukat Khanum Memorial Hospital which pays Rs. 100 on
their each sale.

CONSUMER’S CENTRIC
WorldCall always strive to stay efficient and effective in terms of meeting the expectations of
our valuable customers and delivering them the unmatched value, utility and experience. Our
customer's satisfaction and ease is what drives us from one height to another.
 WorldCall EvDO Term Project Report 5

ABOUT THE PRODUCT

PRODUCT CLASSIFICATION
 Portability and Mobility
 No Power Required
 Plug and Play
 Unlimited Downloads

WorldCall Wireless Broadband provides fast internet broadband

directly to your PC/Laptop. It is a small USB device that keeps you
wirelessly connected over the internet. WorldCall Wireless Broadband operates on EVDO Rev A,
a 3G CDMA technology that is capable of express download speed at 3.1Mbps as well as fast as
significantly fast upload speed of 1.8Mbps.

The plug & play feature of EVDO (USB device) enables seamless and prompt connection. Plug
the device and start surfing the internet no configurations required. Another important feature
of this device is that there is no power/ recharge is required for the USB device; you can enjoy
the internet facility anywhere whether you are in the car or sitting in the park.

WorldCall Wireless Broadband provides a unique service that supports a wide range of
broadband entertainment, information and communication applications and that too without
having to count the bytes. It can download and upload movies, music, images or whatever and
how much you like without any limitations in the bandwidth.

Following are the benefits of the WorldCall Wireless Broadband EVDO device:

 Always on with Seamless connection

 Connectivity anywhere within Karachi
 Hi-speed data connection
 Supports all operating system
 Uninterrupted internet access
 A secure reliable connection
 No additional antenna or cable required
 No busy signals
 WorldCall EvDO Term Project Report 6

PRODUCTS OFFERED

EC-168C ADU-520A AWR-500D

ADU-510A

PRODUCT COMPARISON

Type Model Target Capacity Multiple Price

customer 256Kb 512Kb 1Mb users
USB ADU-520A Corporate Yes Yes Yes No Rs 4,000
Customers
USB ADU-510A Home Users/ Yes Yes No No Rs 3499
Corporate
Customers
USB EC-168C Home Users Yes Yes No No Rs 1299
Router AWR- Home Users/ Yes Yes Yes Yes Rs 5000
500D Corporate
Customers
 WorldCall EvDO Term Project Report 7

COMPETITORS

DIRECT COMPETITORS

Augure
PTCL EVO Mobilink (Infinity)
(Qubee)
Wateen Wimax

Telenor Zong Qatar Telecom

Ufone (EDGE)
(EDGE-USB) (WiTribe)
(Ur-EDGE)

INDIRECT COMPETITORS

PTCL DSL Broadband Link dot Net

Cyber Net
MultiNEt

Gerrys net Supernet

Max com Connect

Communication
 WorldCall EvDO Term Project Report 8

COMPARISON WITH COMPETITORS

Brand Target Point of Point of

Product Values of Company Benefits
Promise Customers Difference Parity
High level of
Portability customer
Worldcall And mobility Future in support Unlimited
All users
(EVDo) Unlimited your Hand Convenient Downloads
Downloads Unlimited
Download
Simplicity Practical and
Satisfaction easy-to-use
We Corporate Flexible
Wateen Wimax Innovation Customer
Connect Customers packages
Honesty satisfaction
Premier services
Professional Roaming
Integrity Superior 3G High
PTCL Wireless is All
Customer experience coverage
(EVO) Matchless customers
Satisfaction Unlimited
Teamwork downloads

Augure Liberating Good

Home Fast
(Qubee) exciting features None Customer
Consumers Reliable

Portability and High Speed.

affordable support

Most reliable
new lifestyle High Speed
Qatar Telecom Connect to Young High Speed
creating value Reliable
(WiTribe) change Generation
across different Less Expensive
segments

Affordability Minimal
Mobilink Corporate high-quality
Freedom to connect Infinity connection time
(Infinity) and home Customer
Crystal clear voice clicks Customized
users Support
over telephony packages

We're here to help Works in 32

Pay only for
Make it Easy Convenien countries-
Telenor Corporate what you use
Keep Promises ce in your largest GPRS
(EDGE-USB) customers flexible data
Be Inspiring Hands Roaming
packages
coverage
Two-way long
nationwide Data
Ufone To be the best Corporate SMS
Its Ur edge Mobility
(Ur-EDGE) cellular option for U customers send/receive

Offer customer
Cheap package
Zong entertainment and Connect Corporate
Easy plug and Cheap rates
(EDGE) innovative value anywhere customers
play
added services
 WorldCall EvDO Term Project Report 9

PRICE/PACKAGE COMPARISON

COMPANY PACKAGES DEVICE COST

512Kb 1Mbp
256Kbps Limit Device Cost
ps s
Rs.500 Rs.600 Rs.700 5GB
Rs.100 Rs.110
Wateen Rs.900 10GB Rs.2500 Indoor/Rs.5000
0 0
WiMax outdoor
Rs.130 Rs.140
Rs.1200 Unlimited
0 0
Worldcall Rs.180 Rs.250 Rs.1200 USB/Rs.4500
Rs.1200 Unlimited
EVDO 0 0 Router
Rs.750 Rs.850 7GB
Rs.105
10GB
0
Wi Tribe Rs.130 Rs.145 Free
14GB
0 0
Rs.170
17GB
0
Rs.750 6GB
Rs.100
12GB
0
Rs.100
8GB
Qubee 0 Free
Rs.125
12GB
0
Rs.150
16GB
0
Unlimited30 Days
EVO MAX Rs.2000
Validity
Rs.1200 – 50 Unlimited30 Days
EVO LITE
hours Validity
PTCL(EVO) Rs.4000
Unlimited 24 hours
Day Pass Rs.100 Per Day
Validity
EVO
Rs.2000 Unlimited Per month
Postpaid

COMPETITIVE ADVANTAGE

WorldCall EvDO USB was the first launch among the wireless broadband offerings where users
were offered internet facility while on the move. Previously wireless broadband internet was
offered by Wateen Wimax but the device was to be kept at a certain place and required power
 WorldCall EvDO Term Project Report 10

to use. The innovation was provided by WorldCall EvDO USB where the company highlighted
the main features that you can have the internet facility while you are moving from one place
to another similar to that of mobile phone technology. To grasp yet another edge from the
competitors in the market WorldCall offered unlimited download packages whereas the direct
competitors of WorldCall EvDO were not offering the same. Being state of art pioneer in
wireless broadband technology gave WorldCall a quick boom, and the target audience was
quickly captivated through this innovation.

With so many competitors now in the wireless broadband industry WorldCall EvDO holds a
reputable position through offering high quality of customer support and wireless internet
mobility anywhere without the requirement of power.

THE SALIENT FEATURES OF WORLDCALL EVDO

 High level of portability, it can be kept in pocket and can be used anywhere.
 Unlimited downloading, that is very useful for high usage of internet
 No technical knowledge required, easily installed on any version of windows/Mac/Linux
 Throughout the city coverage, can be used even at remote areas where electricity is not
available
 EvDO router can be shared among 32 person at max simultaneously
 High level customer support, with technical sales experts and technical expert call center
representatives

CREATING VALUE FOR THE CUSTOMER

 WorldCall pays attention to the value of customer a lot that is the reason why WorldCall
keeps track of their subscribers’ requirements and bring their feedbacks into the company’s
meetings.
 WorldCall creates value through providing high level of customer support, the complains
are resolved even at the door end of customer, and are tracked through QoS feedback team
until the customers is fully satisfied
 To avoid the bill payment hassle WorldCall offers home collection of payment free of cost.
 If the device becomes faulty the repair and replacement is free of cost. At certain areas
where signal strength is below 80% WorldCall provides free of cost external antenna with
installation whereas other operators charge fees for it.
 The technical assistance for non-technical customers is also provided on call and on visits
 The tagline future in ‘your’ hand, represents that WorldCall aims to provide high technology
within the reach on every person so that they can be highly benefited
 WorldCall regularly comes up with promotional offers to facilitate their existing and new
customers.
 WorldCall EvDO Term Project Report 11

BUILDING CUSTOMER BASED BRAND EQUITY

WorldCall has always been renounced in Pakistan as the pioneers in adapting new technology,
WorldCall was the first company to emerge as Digital Cable TV networks, and the owned
infrastructure of fiber optics gave WorldCall an edge over the other operators as they were able
to offer cheap rates and inexpensive services due to non dependency of PTCL. WorldCall
emerged as a brand that competed PTCL local telephones lines with wireless local loop (WLL)
phones that provided cheap call rates. WorldCall differentiated it self from its competitors
through higher level of customer care. The launch of EvDO in June 2008 gave WorldCall another
edge because it again headed PTCL EVO that was launched in September 2008. The first
booming news of ‘internet on the move’ was spread out by WorldCall EvDO which gave high
profits to the company, and increased the customers right away.

ADVANTAGES OF BRAND EQUITY

WorldCall grasped high advantages of this edge, and promoted EvDO aggressively in the
market. The company was able to set its own standards in the wireless broadband field, and
therefore was able to set prices and packages independent of any competitor.

CONTROLLING THE BRAND EQUITY

With the drastic progress of EvDO, the wireless broadband industry grew radically and within a
span of 18 months 5 competitors entered into the market which started a higher level of
competition among the wireless internet service providers.

CUSTOMER PERCEIVED VALUE

Total Customer Value Total Customer Cost

 Image Value  Monetary Cost CUSTOMER
 Personal Value  Time Cost PERCEIVED
 Service Value  Energy Cost VALUE
 Product Value  Psychic Cost

CUSTOMER COST

Time Cost  LOW

WorldCall Wireless Broadband is easily available in every area because they have their retail
outlets in each area; in addition it is also available from any cellular shop.

Monetary Cost  HIGH

Compared to other services available in the market the packages offered by World Wireless
Broadband are high, because they cater on providing high quality services to the customers.
 WorldCall EvDO Term Project Report 12

Psychic Cost MEDIUM

From the market research of WorldCall customers we have concluded that they are pretty
satisfied with the quality services provided by them, however it can be further improved so we
have marked this cost as a mediocre considering the survey.

CUSTOMER VALUE
Image Value  HIGH

Personnel Value  HIGH

Service Value HIGH

WorldCall has opened up its customer support centers in different areas to provide high
services to its customer, furthermore there is 24 hours call center service for entertaining
complaints from the clients.

Product Value  HIGH

 WorldCall EvDO Term Project Report 13

INDUSTRY ANALYSIS

INDUSTRY OVERVIEW
Pakistan has been experiencing astounding proliferation of broadband in the past two years:
 Broadband subscriber base grew by 146% adding 245,727 subscribers during 2008-09.
 There are currently 413,809 broadband subscribers in Pakistan as compared to 168,082 in June,
2008.
 PTCL, Wateen and WorldCall are major players in the Broadband market of Pakistan having a
combined share of over 79%.
 Currently Pakistan stands at only 0.26 % in terms of broadband penetration.
 PTA estimates that by end of 2013, there will be 4.35 million broadband subscribers in Pakistan.

Below is the estimate of PTA for the broadband users in Pakistan

5000
no. of subscribers
4500

4000
no. of subscribers
3500

3000

2500

2000

1500

1000

500

0
2005 2006 2007 2008 2009 2010 2011 2012 2013
 WorldCall EvDO Term Project Report 14

SUBSCRIBERS DETAILS

WORLDCALL VS OTHER BROADBAND SUBSCRIBERS

WorldCall enjoys a 16% market share of the wireless broadband users, and gives a high
competition to PTCL EVO and Wateen WiMAX with its customer care.

WorldCall EvDO Subscriber 16.10% 33,972

Other Wireless Broadband user 83.89% 176,975

WorldCall EvDO share in Wireless broadband industry

WorldCall EvDO
Subscriber
Other Wireless
Broadband user

BROADBAND SUBSCRIBERS (WIRED & WIRELESS) IN PAKISTAN

The Major share of broadband users are with DSL since it is an old technology and offers cheap
rates, but this does not have the competitive advantage of Internet on the move, in every
internet industry DSL has always been a major share holder around the world. Whereas HFC
(Hybrid Fiber Coaxial) is only offered by WorldCall Telecom which has the second largest share
in wired Internet

Technology Subscribers
DSL 332,434
HFC 35,858
WiMAX 156,975
FTTH 4,269
 WorldCall EvDO Term Project Report 15

EvDO 53,972
Others 844

Subsribers till October 2009

350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
DSL HFC WiMax FTTH EvDO Others

TECHNOLOGY SPEED ANALYSIS

There are several packages available that are targeted to suit every internet user; the packages
are offered according to the technology limitations and area of usage. The speed differentiation
graph is shown below that clearly indicates that EvDO and WiMAX are the two major
technologies that offer highest data rate of about 3.1Mbps.

Technology Speed Differentiation in Kbps

EvDO 256 512 1024 3072
GPRS 107.2 124.8 171.2
EDGE 135 200 384
CDMA 184 284 384
WiMAX 256 512 1024 3072
 WorldCall EvDO Term Project Report 16

3500

3000

2500

2000 Package 1
Package 2
1500
Package 3
1000 Package 4

500

0
Evdo GPRS EDGE CDMA WiMAX

DEMOGRAPHIC ENVIRONMENT

POPULATION

 Pakistan’s Population: 180,800,000 (2009 EST.)

 Total Number of Wireless Broadband Subscribers 200,000 (2009 EST.)
 Total Number of WorldCall Wireless Broadband Subscribers 41,526 (2009 EST.)

AGE STRUCTURE

0-14 years  LESS

15-30 years  HIGH
30-45  HIGH
46-55  LESS
56 above  VERY LESS

CONSUMER BUYING BEHAVIOR

Internet connection either wired or wireless has become a necessity not only for corporate
sector but for every household as well. People day by day are becoming more dependent upon
internet to stay connected with their friends and family in a shorter span of time. WorldCall
EvDO portrays itself of providing while the user is on the move; therefore it will directly save a
lot of time and provide high level of convenience to the user. This aspect is something that
directly booms the market, because through a general perception consumers will be content to
avail a facility that would ease the life and save time.
 WorldCall EvDO Term Project Report 17

High Involvement Low Involvement

Significant Differences Variety-seeking buying

Complex buying behavior
between Brands behavior
Few Differences between Dissonance-reducing Habitual buying
Brands buying behavior behavior

HABITUAL BUYING BEHAVIOR

WorldCall EvDO does not lie in habitual buying behavior because these products do not require
high attention of customer and the products are inexpensive, less risky and quite frequently
purchased, whereas WorldCall EvDO does not posses these attributes.

DISSONANCE-REDUCING BUYING BEHAVIOR

WorldCall EvDO lies in this dissonance or reducing buying behavior because these products has
high involvement of customer, the background study is done before buying, the product is self
expressive, and at the same time frequently bought and is expensive. The reason being in this
category is the small amount of differences among the brands available in wireless broadband
industry. The price range is little varied but this is due to the level of services offered. WorldCall
EvDO is also a risk oriented buying, because today industries are dependent on the internet
connections a lot.

VARIETY-SEEKING BUYING BEHAVIOR

WorldCall EvDO does not lie in variety seeking buying behavior because these products do not
require low involvement of customer and the products are inexpensive, less risky and
infrequently purchased, and important there are a lot of differences between the competitive
products in the market. Although WorldCall EvDO has so many direct and indirect competitors
but the internet connection is not a frequent buy for the consumer.

COMPLEX BUYING BEHAVIOR

WorldCall EvDO does not lie in complex buying behavior because these products require high
involvement of customer, although these products are expensive, risky and frequently bought
but all of the internet service providers in the industry offer almost the same packages at the
same price.