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HISTORY
Mobilink (Pakistan Mobile Communications Limited), a subsidiary of Orascom Telecom,
started its operations in 1994, and has become the market leader both in terms of growth, as well
as in terms of having the largest customer subscriber base in Pakistan - a base of over 30 million
and growing. We pride ourselves in being the first cellular service provider to operate on a 100%
digital GSM technology in Pakistan, also offering state-of-the-art communication solutions to
our customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs
of a diverse group of people, from individuals to businessmen to corporations and multinationals.
To achieve this objective, we offer both postpaid (indigo) and prepaid (JAZZ) solutions to our
customers. Both indigo and JAZZ are the largest brands of their kind in Pakistan’s cellular
industry. In addition to providing advanced voice communication services that make the lives of
millions of people easier, we offer a host of value-added-services to our customers. To ensure
customer satisfaction, Mobilink places extreme importance on its network coverage. It is for this
reason that we operate in over seven thousand destinations nationwide, providing international
roaming services in one hundred twenty countries across the globe. In a nut-shell, we speak your
language, everywhere. Mobilink - Reshaping Lives!

Mobilink»s
Vision
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative
communication solutions to our customers while exceeding shareholder value & employee
expectations”.
Commitment to Total Customer Satisfaction:
Customers are the heart of our success, placing their trust and confidence in us. In return,
we endeavor to anticipate customer needs and deliver service, quality and value beyond
expectations.

Passion for Business Excellence:

Mobilink strives for excellence in all that it does. We aspire the highest standards and
raise the bar for ourselves every day. Our commitment to world-class quality translates into
unmatched service and value for our customers and our stakeholders.

Trust & Integrity:

At Mobilink, we take pride in practicing the highest ethical standards in an open and
honest environment by honoring our commitments. we accept responsibility for our actions, and
treat anyone fairly, with trust and respect.

Respect for People:

Our relationships drive our business. we respect and cover all our stakeholders in high
esteem. We staunchly believe in team work, empowerment, and honor.

Responsible Corporate Citizen:

 As the market leader, we recognize and fulfill our responsibility towards our country and
the community we operate in. we contribute to worthy causes and are dedicated to the
development and progress of society through our business and social activities.
 ORGANIZATIONAL STRUCTURE
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A BRIEF DESCRIPTION
 Mobilink also looks from the organizational hierarchy point of view. There are 7 different
departments each headed by a General Manager. They report directly to the CEO. Then there are
three BUMs (Business Unit Managers) who report directly to the CEO but they are also directed
and responsible to report to all the GMs of the 7 other departments. BUMs are divided
geographically into three divisions.

 BUM North (Islamabad, Peshawar, Jehlum)

 BUM Central (Lahore till South of Punjab)
 BUM South (Entire Sindh)

CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES

Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Our Corporate Social Responsibility goes beyond philanthropy and
donations whereby we take into full account the impact that Mobilink creates on all stakeholders
and on the environment when making decisions.
We follow ethical standards in our supplier selection, promoting environmentally sustainable
practices and adherence to thelaw. Mobilink also believes in sharing the benefits of Information
and Communication Technology (ICT) by developing products, aimed at poverty alleviation
such as the Mobilink PCO and the Kisan service, an agricultural IVR information service.
Mobilink and its employees contribute significantly to local organizations and community
projects and enrich the lives of Pakistanis through support in education, health, and the
environment. We recognize that an educated healthy society is Pakistan’s key to ensuring
sustainable development.

Our CSR Mission Statement:

 Support local communities in which customers,

employees, investors and suppliers live.
 Support programs to increase accessibility and use
of mobile technology in education, community
 health and employability.
 Protect the environment and promote sustainable
practices in the business value chain.
 Promote diversity and remove barriers that prevent
people from participating fully in society.
 Support personal development of employees and
their involvement in local communities.
 Share benefits of developments in mobile
Communications technology as widely as possible.

Community

Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Each year, Mobilink and its staff contribute significantly to charities
and community projects to help bring about a better quality of life to
the less privileged in the community and enrich the lives of Pakistanis
through support in education, health, arts, sports and environment.
Roshni Homes Trust building in Gujranwala, constructed with the
financial support of Mobilink, which has led to one of the wings being
dedicated to Mobilink.

Education

High quality education is the right of every Pakistani; but most

of the time this right does not see the light of day. Education being one
of the keys to socio-economic development, our cooperation with
various educational institutes is well established. Mobilink believes that educating the next
generation is a crucial investment into a better future, and we are continually increasing our
efforts in this area. Mobilink Scholarships Programs Mobilink currently supports three
scholarships at two leading universities in Pakistan: 1 Bachelors scholarship each year at the
Ghulam Ishaq Khan Institute of Engineering Sciences and Technology (GIKI) alternately for
Electronic /Electrical Engineering and Computer Science. 2 scholarships each per year; one for
Masters and one for Bachelors in Computer Science at the Lahore University of Management
Sciences (LUMS).

Health

Health is a shared responsibility, one that Mobilink has

taken on through numerous donations in the health sector. Our
concern rests with disadvantaged and marginalized groups; those
living in remote areas with little access to medical help; and
providing facilities not

available to these people. Therefore, Mobilink is determined to

play its part in improving access to health services in Pakistan.
The partnership between Mobilink and Pakistan Myasthenic
Welfare Organization (PMWO) for provision of
Plasmapheresis services in Pakistan is unique in the history of
Pakistan. Never before has a large corporate collaborated so
openly and effectively with an NGO and a government institute
(PIMS) to help the poor, needy and sick within the country.
The generosity and keenness of Mobilink to nurture this
relation is particularly appreciable. Lives of hundreds of
patients of Myasthenia Gravis and GBS are saved and this process is ongoing. One can only say -
Thank You Mobilink.

Disaster Relief
During the devastating earthquake of 2005 that struck the Northern areas of Pakistan,
Mobilink was amongst the first to respond to the crisis. In addition to our immediate emergency
relief efforts, we expanded our support to sustainable projects that aim to rebuild lives and
communities affected by such natural disasters.
 Flood Relief
Following the devastation caused by the earthquake,
which hit the Northern Areas of Pakistan in 2005, Mobilink
recognized the importance of putting together a disaster relief
team. Mobilink was able to effectively and efficiently offer aid
and support to the affectees of floods in Pakistan in the summer of 2007. Victims received aid
amounting to Rs. 1.5 million. This included food items, medicines, tents, clothes and most
importantly clean water.

Indigo Rewards Point Donations

Well earned reward points by indigo customers can now be donated to deserving welfare and
health organizations by simply dialing 111.

EMPLOYEE MOTIVATION

At Mobilink employees are motivated by providing them recreational activities, such as

 Annual increment in salary, some time biannually

 Badminton
 Cricket
 Football
 Eid party
 Theme dress competition
 Achievement awards on monthly basis
 On spot awards
 Century awards at the end of the year
 Five year,ten year awards
 SWOT ANALYSIS OF MOBILINK

What is a SWOT Analysis?

A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to provide a

general or detailed snapshot of a company's health. SWOT analysis is a tool for auditing an
organization and its environment. It is the first stage of planning and helps marketers to focus on
key issues. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. By identifying
the organization's strengths, weaknesses, opportunities and threats, managers can formulate
strategies in such a way so that the strengths and opportunities can be utilized and internal
weaknesses and environmental threats can be minimized. To fulfill its mission, Mobilink should
capitalize on its key strengths, overcome or alleviate its major weaknesses, avoid significant
threats, and take advantage of the most promising opportunities.

Why use a SWOT Analysis?

In any business, it is imperative that the business be its own worst critic. A SWOT
analysis forces an objective analysis of a company's position and the marketplace.
Simultaneously, an effective SWOT analysis will help determine in which areas a company is
succeeding, allowing it to allocate resources in such a way as to maintain any dominant positions
it may have.

The SWOT analysis of Mobilink is conducted as under: -

STRENGTHS

Following are the vital strengths of Mobilink:

 Mobilink is an acknowledged market leader of all the companies of its kind.

 Being a first GSM company
  The network service of Mobilink is distributed over a wide area.
 Mobilink provides good service to its customers.
 The customers of Mobilink are very much satisfied therefore, therefore it is the biggest
strength
 Mobilink has a distinctive competence.
 It has adequate financial resources.
 The company has good competitive skills.
 Mobilink has effective product innovation abilities.
 Increased brand equity
 Premium brand image
The company has hired well-qualified and able employees in all its departments.
The services of Mobilink are wide spread such that you can see many small outlets in every
market area.

WEAKNESSES
Following weaknesses are identified in Mobilink:

 Mobilink provides costly services to customers as compared to other mobile companies.

 Sometimes the network is busy and over loaded which results in poor connectivity.
 The product line is too narrow.

OPPORTUNITIES
Mobilink has the following opportunities:

 2.3% of the population of Pakistan is mobile users. Mobilink has the opportunity to
expand its services to a larger number of people.
 Mobilink can expand its target markets and enter new market segments.
 This company has faster market growth.
 Mobilink has the opportunity to add further products to its existing product line. E.g.
Mobilink Star is a new package introduced recently.
THREATS
The threat that Mobilink may faces is the strength of existing competitors. Although Mobilink
has competitors in the market but as Mobilink is a market leader so it has no fear from
competition but still there are some factors which can affect the sales of Mobilink

 Mobilink has two major competitors, U-fone and Zong. Under certain circumstances
these companies may act as a major threat for the organization.
 Change in Government policies can act as a threat for Mobilink.
 Rising sales of substitute products like U-fone may also act as a threat.
 If PTCL privatize then it may have implications
Wireless local loops can be a threat.
 BCG MATRIX

Relative Market Share Position

High Low

High

Low
JAZZ ONE
One network, one nation, one rate … one brand, jazz! Introducing jazz one, this
proves that it pays to be part of the biggest network in Pakistan. The market share of Mobilink
jazz one package is high and its market growth is also high as compare to its competitor’s
packages. It is generating enough cash to meet its all A to Z requirements. Currently it’s the top
most package in use of the jazz in terms of its volume as compared to its other packages.. The
more the volume the more is the expense to meet its advertisement and media campaigns. It is
not in a generate the cash to meet the requirements of the other packages of the jazz. It is
completely on its own behalf mean generates cash to meet its own requirements.

JAZZ BUDGET

Jazz budget is an amazing package, and a completely fresh look! Offering remarkable rates and
package features. Their market share value is high and market growth rate is low because their
competitors growing day by day. It is mainly because of ineffective marketing as compared to
the competetors. If the management will take a keen interest in its advertisement then it can b
converted into a stars quiet easily.

JAZZ LADIES FIRST

As the competition among the mobile providers heats up in Pakistan, they are coming up with
new packages to attract and retain customers. Mobilink had introduced an interesting
package called”Ladies First” to attract the female market segment. Currently Mobilink is number
one mobile operator in Pakistan with over 19 million subscribers (49% market share). This
package is highly market value in telecommunication sector and their market growth is
comparatively low as compare to other related competitors. this package is generating so much
cash to meet its requirement and supplying cash to support other packages. it is realy necessary
to milk the cash cows as much as company can.

JAZZ EASY

JAZZ easy have now become dog where market share value and growth rate is low because it
has out lived utility due to the new offers of Mobilink. It is not in position to generate enough
cah to meet its own requirement. its upto the management of the company wheather to continue
the project further and convert it into a cash cow or any other segment but it would be good if the
company shut down this project and use that cash in questions marks and stars.

PORTER FIVE FORCES

Rivalry Among Competing Firm

Mobilink has the following competitors

UFONE, WARID, ZONG, and TELENOR. The intensity of competition increases as the no of
competitor increases, and the competitor become more equal in size. Rivalry also increases when
customer may switch to UFONE or other connection when cost is high. This is the major issue
that the management of the company has to face all the times.

Potential Entry of New Competitor

Barriers to entry may let some competitor to
enter the market but Mobilink do not have any threat from such competitor because they use
current technology and do not compromise on their technology. Mobilink manages the counter
moves of new entrances by lowerets’ in its prices of call rates and attractive packages to all its
customers all the time to restrict the new entrants.

Potential Development of Substitute Products

There is a potential
development of substitute’s product because all the competitors are provided almost same
services at cheep rates as the Mobilink is providing so in order to be the most attractive it has to
cover all those areas where the competitors have not yet covered in order to b the leading and the
most favourite company of its users.

Bargaining Power of Suppliers

Employees are the suppliers of Mobilink they do
not bargain with Mobilink as they are loyal to the organization and Mobilink is provided them
maximum facilities so that they remain in connection with the company and show the
commitment in the best way they can with the company. This will be the real competitive edge
of the company.
Bargaining Power of Customers
Customers do not bargain with Mobilink because their
packages and services are fixed on all the Mobilink franchises. so the main point of focus should
be that the rates should be attractive for the customers.
 MOBILINK’S PEST ANALYSIS
PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes
a framework of macro-environmental factors used in the environmental scanning component of
strategic management. Following points explains these points with reference to Mobilink.

Political Condition

Before March, 2007 political environment of Pakistan was in stable situation and country
was doing an excellent on economic front. But after it overall political condition of Pakistan
turned into a sever condition. Main reasons of this crisis were lawyers’ movement, assassination
of Benazir Bhutto and military operation in NWFP. At the same time no political party could
take majority in general elections, 2008. Due to it a collation government could not make sure a
politically stability of Pakistan. Currently, all sectors in Pakistan are in crisis due to political
instability. But telecom sector is the only sector which is growing in rapid speed due to its
independent status. Government and political parties do not have such influence and interference
in telecom sector as compared to other sectors. Now Pakistan Telecommunication Authority
(PTA) does not have monopoly and has liberal policy to regulate telecom industries like
Mobilink. Therefore being a part of this sector, Mobilink is independent in its decision making.
But PTA only regulates its products and services. Mobilink has to comply various laws like
Electronic Crime Ordinance, 2007 etc. In total 90 million subscribers, Mobilink has 31 million
subscribers all over Pakistan. These subscribers are increasing day by day.

Economic Condition

Due to global financial crisis Mobilink is also facing various problems. In Pakistan, rate
of inflation is creeping up day by day. People are facing hardships. They do not have money
even to purchase their daily items. Purchasing power of general public has decreased. Banks
have stopped landings to big institutions like Mobilink. Therefore, such industries are not in a
position to start new projects. Inflation is controlling by state bank and under strict eyes but
unemployment rate is going up and up with the increase of level of poverty. Due to above factors
sales of Mobilink are going downward.
Socio-cultural Condition

Mobilink is running its operations according to social and cultural conditions of Pakistan.
As described above in the Mobilink’s activities of corporate social responsibilities, Mobilink has
contributed at large extent to promote social and cultural values in Pakistan. Mobilink celebrates
all festivals with the people of Pakistan and offer special services and products on these
occasions. Pakistan is an Islamic country and people are very strict in case of it. Mobilink has
taken all possible steps to follow these values, but there is need to do more to restrict abusive and
wrong behaviour of people. Mobilink should make strict code and use various technologies.

Technological Condition

Companies have technology with which they can compete in the Pakistan and now
companies are investing in their infrastructure to not only expand but also to upgrade their
existing structure. Mobilink is providing Multi-media Messaging Services (MMS), General
Packet Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks, Conference
Calling, Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail. But some
of these services are not so cheap and accessible to general public as compared to other
companies like Ufone and Warid telecom. Mobilink is also providing an important feature that
one can see TV channels on their cell.

HOW IT IS FILLING ITSELF IN GLOBALIZATION

Mobilink is an orascom telecommunication company originated from Egypt. It is a sister
concern company which is establishing its network in different countries. Mobilink started its
services in Pakistan in 1994. Mobilink roaming service fits it in globalization as if you go any
where in the world you can use Mobilinkgsm service at local rates.
 CRITICAL ANALYSIS
WEAKNESSES
 Because of ever going no. of customers there networks are often very busy.
 They charging more rates of services as compared to their competitor.
 Mobilink has failed to be innovative in sense of price and packages.
 Sometimes customer sees that there is unfair charging to them.
 To increase their network customers they did sell unregistered sims without caring
criteria for ethical management.
 They are loosing their loyal customers.
 Customer does not consider it fit for messaging services.

SUGGESTIONS

 They should work on their network coverage.

 They should lower their service rates.
 They should try to be market leader in the field of innovation.
 Unfair charging must be eradicated.
 They should not sell unregistered sims.
 They should try to maintain loyal customers.
 Messaging rates must be minimized.

CONCLUSION
MOBILINK is the first and the leading communication network working in PAKISTAN.
Mobilink provides a large range of services in Pakistan. Overall performance of Mobilink is
quite good specially in rural areas. They need to do some work on urban customers. In the end
we can say that Mobilink is fastest and reliable mode of communication and an essential part of
life.