"In the name of ALLAH, most Gracious, most Compassionate".

UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 1

P akistan Telecommunication Company Limited (PTCL) is the largest
telecommunication company in Pakistan. This company provides telephony
services to the nation and still holds the status of backbone for country's
telecommunication infrastructure despite arrival of a dozen other telcos including
telecom giants like Telenor and China Mobile. The company consists of around 2000
telephone exchanges across country providing largest fixed line network. GSM, CDMA
and Internet are other resources of PTCL, making it a gigantic organization. The
Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006.
The Government of Pakistan retained 62% of the shares while the remaining 12% are
held by the general public.
Six years into a year century, the telecom sector of the world finds itself at crossroads,
after changing itself almost beyond recognition over the last 20 years. Privatization and
competition are the order of the day, with a majority of countries having adopted these
policies to advance their telecom sector. The results have been impressive: the industry
has grown at an unprecedented pace. Although there has been phenomenal growth in
Pakistan, especially in cellular mobile communication and in the internet, yet the tele-
density remains almost stagnant.
Telecom Sector of Pakistan
The telecom sector of Pakistan has also entered into a new era. The monopoly of PTCL is
now over and the sector is moving towards liberalization. While liberalization and
competition are synonymous, the future scenario also poses some challenges to the market
dominance of PTCL. The company is ready to face this challenge and maintain its revenue
streams in the face of forthcoming competition.

HISTORICAL BACKGROUND
• 1947 Posts & Telegraph Dept established
• 1961 Pakistan Telegraph & Telephone Deptt.
• 1990-91 Pakistan Telecom Corporation
• 1995 About 5% of PTC assets transferred to PTA, FAB & NTC.
• 1996 PTCL Formed listed on all Stock Exchanges of Pakistan.
• 1998 Mobile(Ufone)& Internet(PakNet)subsidiaries established.
• 2000 Telecom Policy Finalized
• 2003 Telecom Deregulation Policy Announced
• 2006 Etisalat Takes Over PTCL's management

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H istory of Telecommunication
From the humble beginnings of Posts & Telegraph Department in 1947 and
establishment of Pakistan Telephone & Telegraph Department in 1962, to this
very day here is a story of commitment and vision. The history of telecommunication in the
Sub-Continent is as old as the history of our slavery. In the subcontinent, before
Independence this sector was under the Indian Post & Telegraph Department and developed
as a successful industry.
The role of telecommunication in Pakistan can be broadly divided into four phases: 1.3.1
Pakistan
Post & Telegraph (P&T)
This department started its telephone service with only 12346 telephone lines and seven
telegraph offices all over Pakistan. All the telephone system at that time was manual. This
department continued its business up to 1962. At the time of independence the postal and
telecommunication services were performed by a single department known as Pakistan Post
& Telegraph (P&T). The Government of Pakistan adopted the Government of India
Telegraph act 1885 to control and direct the activities of telecommunication.

Pakistan Telephone & Telegraph (T&T)

Pakistan Post and Pakistan Telephone & Telegraph (PT&T) under the presidential ordinance
was the first step towards reforms in the telecommunication sector. It was made in 1962,
when the Ayub Khan’s government decided to split up the P&T department into two
separate departments. Director General headed this department. The decision making power
was concentrated with the post of DG, while the responsibilities were delegated to General
Managers and Chief Engineers throughout the organization. The PT&T were in fact a civil
service department under the ministerial control. The PT&T organizational structure had 20
Chief Engineers and General Managers reporting directly to the Director General. The
centralized structure of PT&T caused inefficiency in operations and long delay in
implementing decisions. At the time of inception of PTC the total number of employees
working in PT&T was 45686and the total network comprised of 922,000 telephone lines.

Pakistan Telecommunication Corporation (PTC)

The government of Pakistan pursued the deregulation and liberalization policy in production
and service industry during the decade. The major change in this regard was privatization
and deregulation of many of the departments of government of Pakistan. The decade of
1990s brought about many changes in the economic structure of Pakistan. The objective was
to reduce the burden of the government, minimize the bureaucratic influence and improve
the efficiency of these departments.
A major breakthrough in the history of telecommunication in the country occurred with the
gradual deregulation and privatization of T&T. At the first stage Pakistan Telephone &
Telegraph Department (T&T) was converted into a statutory corporation Pakistan
Telecommunication Corporation. On December 15, 1990 the PT&T department was
transformed into Pakistan Telecommunication Corporation with a legal identity separate
from the Government. This change in the statute, introduced by the Government of Pakistan
enabled PTC to move from administrative to contractual relationship with its customers. It
provided the opportunity for the development of telecommunication facilities to an
unprecedented level and also for an increased customer satisfaction.

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F our Bodies of PTCL
Under the PTC Reorganization Act, 1996 the telecommunication sectors was split up
into four bodies.
· Pakistan Telecommunication Company Limited (PTCL)
· Pakistan Telecommunication Authority (PTA)
· National Telecommunication Corporation(NTC)
· Frequency Allocation Board (FAB)

Pakistan Telecommunication Company Limited (PTCL)

A company established to undertake the telecommunication business formally carried by
Pakistan, is Pakistan Telecommunication Company Limited (PTCL). Pakistan
Telecommunication Corporation (PTC) was transformed into Pakistan Telecommunication
Company Limited (PTCL) on January 1, 1996 under Pakistan Telecommunication
Reorganization Act, 1996 according to which PTCL took over all the properties, assets,
rights and obligations of PTC.

Pakistan Telecommunication Authority

Pakistan Telecommunication Authority is a regulatory body responsible for monitoring the
telecommunication business in Pakistan. It frames rules and regulations for private telecom
companies such as mobile phone companies, Internet service providers, paging companies
and pay card phone companies. It also issues licenses to the new companies entering into this
business.

National Telecommunication Corporation (NTC)

National Telecommunication Corporation (NTC) is responsible to provide the
telecommunication services to the various departments of government and armed services.

Frequency Allocation Board

Pakistan Telecommunication Company Limited is the primary provider of telecom services
in Pakistan. The range of its services includes basic telephone, telegraph, fax, telex, E-mail,
digital cross connect, Public data network, Internet, ISDN and other digital facilities. The
total number of installed telephone lines (ALI) at June 30, 1998 was 35, 19,877 while the
total number of actual lines in service (ALIS) was 26, 60,898. The difference between ALI
and ALIS is due to pending and potential future demands.
Industrial Analysis of PTCL
PTCL is the exclusive provider of basic telephony in Pakistan with over 3.2 million
telephone lines in service. Besides providing fixed line, value added and other ancillary
services, PTCL owns subsidiaries that provide cellular and Internet services. Since its
transformation from a public sector corporation into a publicly listed corporate entity in
1996, PTCL has implemented an aggressive restructuring program, the primary aim of which
is to improve profitability through increased customer focus and efficiency and to prepare
the company for the highly competitive environment envisaged once PTCL's exclusivity on
fixed telephony expires in December 2002.
Followings are the main subsidiaries of PTCL;
Paknet
Ufone
TIP
CTI

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Mission Statement
“To be the leading telecom operator in Pakistan, ensuring customer satisfaction using state-
of-the -art technology, with a view to improve shareholder’s value”.
To achieve our vision by having:
· An organizational environment that fosters professionalism, motivation and quality.
· An environment that is cost effective and quality conscious.
· Services that are based on the most optimum technology.
· Quality and time conscious customer service.
· Sustained growth in earnings and profitability.

Vision Statement
To be the leading ICT Service provider in the region by achieving customer’s satisfaction
and maximizing shareholder’s value.

Core Values
· Professional Integrity
· Customer Satisfaction Corporate Culture
· Team Work
· Company Loyalty
· Corporate Culture

O bjectives of the Company

The primary objective of Pakistan Telecommunication Company Limited is to
provide telecommunication services to the people in the country or in short to
satisfy the telecommunication needs of its customers. Responding to the rapid economic and
technological growth, the company is determined to meet the challenge of expanding needs
of telephone and data communication such as public data network, integrated services digital
network and Internet services. The major focus of attention is to improve and expand the
services, minimize the faults and provide communication facilities to rural areas. It is also
one of the major objectives of management that the company should not improve its
performance but also encourage the private sector to enter the Tele business. The company
has entered the domain of free market economy, which necessitates the liberal management
policies and private sector. The following basic policy steps have been taken to meet the
objectives laid in PTCL Act to expand and operate telecommunication services in the
country. The main objective of any company is to earn the profit and minimize expenses by
winning goodwill in the market. The objectives can be divided into two phases:
§ Financial Objectives
§ Marketing Objectives
The following are the long-term objectives of the organization.
§ Telecom services all over the country.
§ Plan, establish and maintain telecommunication
§ Acquire, promote and manage research and development , transfer of technology and
software development including manufacturing of telecommunication equipment and plant
§ Enhance efficiency, improve quality and expand the system to meet custom’s satisfaction
and provide service on demand.
§ Create congenial climate for binding of human skill and horizon of employees through
training and education.
§ Convert its cash basis single entry accounting system to accrual basis double entry system
UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 5
meeting the commercial international accounting standards.
§ Launch consumer satisfaction survey.
§ To introduce computerized directory assistance and complaint services reform billing and a
revenue collection system.
§ Strengthen relation with foreign international administration, entities, services providers,
international and regional telecom organizations for better international communication and
technical cooperation in telecommunication business.
§ Expand customer awareness of all value-added services of PTCL.
§ To improve the efficiency of Customer Service Centers by deputing qualified persons who
are well aware of public relation techniques.
§ To introduce new services of audio Tex and video conferencing for the business
community.
Brief History of PTCL
Pakistan Telecommunication Company Limited (PTCL) was incorporated in Pakistan on
December 31, 1995. It was established to undertake the telecommunication business
formerly carried on by the Pakistan telecommunication corporation (PTC), the business was
transfer to the Company on January 1, 1996 under the Telecommunication (Reorganization)
Act, 1996 at which date PTCL took over the properties, rights, assets obligations and
liabilities of PTC except those transfer to National Telecommunication corporation (NTC),
Frequently Allocation Board (FAB), Pakistan Telecommunication Authority (PTA), and
Pakistan Telecommunication Employees Trust (PTET). The Company also commenced
business on January 1, 1996.
Privatization of PTCL
Saturday, the 18th June 2005 was an important day in the history of PTCL, which witnessed
the successful sale of 26% strategic shares to Emirates Telecommunications Corporation
“Etisalat” For many, the process of PTCL Privatization might have been a routine
government affair, but factually the process has been a long drawn and an arduous one.
The Strategic Scale
The issued share capital of PTCL is PKR 51,000,000,000, dividend into 51,000,000,000
ordinary shares of PKR 10 each, of which approximately 3,774,000,000 are “A” ordinary
shares and 1,326,000,000 are “B” ordinary shares. In simple terms each “B” ordinary share
carries four votes and each “A” ordinary share carried one vote. In respect of dividends,
voting rights on all matters (other than election of directors) and all other rights as
shareholders, there is no difference between “A” ordinary shares and “B” ordinary shares.
Meaning thereby that the strategic investor after obtaining 26% of shares (all “B” shares)
would manage the affairs of the company, but its share in the dividend would remain 26%
while approximately 12% would go to the current investors in the market and 62% to
government’s kitty.
The process: Historical Perspective
The privatization process for the sale of PTCL 26% strategic shares commenced in the year
1998 when a consortium comprising Goldman Sachs. Global Securities Pakistan Limited
Analysis, Allen & Overy and Rizvi, ISA & Co (collectively the “Financial Advisory)
Consortium” or the “FAC”) were hired by the Government of Pakistan “GOP” for this
transaction. However, the transaction was impacted by the sanctions imposed on Pakistan in
the after match of nuclear detonation in 1998. In the year 2001, JPMorgan joined the
Financial Advisory
Consortium (FAC) and took the lead on marketing and executing the transaction. The years
2001-2003 witnessed the transaction being aggressively marketed. However, the process
could not be further progressed because Pakistan was not perceived as an attractive investing
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destination primarily due to post 9/11 implications. This notwithstanding, preparation for due
diligence i.e. Data Room updating and Information Memorandum (IM) were almost
completed by August 2003 but the transaction could not proceed ahead as 2 out of 3 pre-
qualified bidders did not proceed further. Meanwhile, during November 2003 to May 2004
there were serious discussions and considerations at the Ministry of Information Technology
“ MOIT” and Privatization Commission (PC) on PTCL restructuring i.e. unbundling the
local loop. After a protracted debate on various options the president of Pakistan decided in
November that PTCL should be sold as an integrated entity.
Paknet Limited
Paknet is a fully owned subsidiary of (PTCL) and is registered as a public limited company
with its strength of 371 employees, 40 pops (point of presence), 20% market share, and
accessibility from 2000 cities. Locations, it has become the largest ISP in Pakistan. Services
of Paknet include Dial up as well as DSL internet, which is a plan to extend to 15 cities.
VPN, WAN,/LAN, solutions and value addition services, like web development , web
hosting and consultancies. It also provides data communication solutions via VSAT, Frame
Relay/VPN and Radio. In additional to this Paknet also provides Digital Switching
Equipment.
Paknet posted sales revenue of Rs. 264 million in 2003-04 as compared to Rs.395 million
last year. The company suffered loss after tax of Rs.112 million in the year 2003-04.
Year of Establishment: 2000
Shares: PTCL 100%
Business: Operation of Internet/E-mail, Information Technology services

D epartments in PTCL
There are different departments in PTCL. I have worked in marketing department as
an internee. The working of main departments of PTCL is mentioned below:
2.1Finance Department
On the basis of different functions, performed by PTCL’s Finance department, the
department is divided into three sub-department:
1. Revenue Department
2. Accounts Department
3. Finance Department
· Revenue Department
The Revenue Department is responsible for setting a target of revenue being achieved during
the year, making action to achieve the desired target and collecting of revenue earned. This
branch is also concerned with the issue that may affect the revenue in one or the other way.
1. Domestic Revenue
2. International Revenue
3. Corporate Revenue
Ø Domestic Revenue
The first source of domestic revenue is domestic billing that includes line rent and local call
charges etc. Secondly domestic revenue is earned through renting and leasing of exchanges.
Ø International Revenue
There are two International Gateway Exchange (I.G.E) of PTCL, one in Rawalpindi and the
other in Karachi. An agreement, total Accounting Rate countries and the currency used for
this purpose is special Drawing Rights (S.D.R). International revenue is collected in Nostro
account of New York (USA) from all over the world.
Ø Corporate Revenue
Other then domestic and international revenue, PTCL is also earning corporate revenue
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through:
1. PTML-Pakistan telecom Mobile Limited (Ufone)
2. VAS-PTCL calling cards etc.
3. Paknet- Internet Services provider
4. TIP-Telephone Industries of Pakistan
5. CTI-Carrier Telephone Industries
6. Financial Investments are contributing a major role towards corporate revenue.
· Accounts Department
The Accounts department is responsible for all accounting, record of keeping, publication of
accounts, audit, employees compensation, inventories recording, fix assets accounting,
complete accounting system and internal control, pensions and direct taxation.
· Finance Department
Finance Department is responsible for the budgeting, planning and transaction relating to
income and revenue, expenses, pricing control funds and treasury measure and direct
taxation.
2.2 Communication Department
The communication department of PTCL is controlled by senior executive vice president,
who looks after four different departments:

1. Marketing Department
2. Sales Department
3. Business development Department
4. Public relations
Marketing Department
The Marketing Department adopted a proactive role in introducing marketing techniques for
retaining current customers and attracting new ones. Marketing department check that what
are the existing products, what are the provisions for new products and the development of
these new products?
Sales Department
Sales department is responsible to increase the sales of different packages. Employees in the
sales department check that where sales are possible and how much potential is in the
market. Sales person check new places of potential where they can increase their sales. They
develop distribution network and use different media vehicles to increase their sales.
Business development Department
Business development department is responsible to develop products for corporate sector.
They look for Prospects for new business, making sales presentations and few other tasks.
Reporting and analytic support to address business strategies and product development that
provide for solid business intelligence solutions environment and infrastructure. They target
corporate sector/companies not general public.
Business Intelligence Department
This department checks the trend and traffic in PTCL own services in market and also check
what is the effect of competitor action on the services of PTCL. For example, there is need to
check the traffic of calls by customers, and at what time there is maximum usage.
Assure that the performance of the data warehouse environment is performing optimally
through the use of capacity planning, and systems monitoring.
Lead the effort to analyze business needs and data, subsequently establishing, documenting
and implementing a consistent analysis methodology and use of resources across the
organization. Ensuring sound requirements definition, specification and scope definition
processes are upheld through reporting & analysis processes.
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On the behalf of these analyses, management takes the decisions regarding the PTCL
services and can response to competitors’ actions. These analysis and data are only available
on intranet and for internal management use only.

Public Relations
Like all other departments of PTCL, the role and responsibilities of the Public Relations
Department has also taken on a new dimension after the onset of Telecom Sector
deregulation. Public Relations Department of PTCL is engaged in the Company’s image
building activities through road shows close, circuit television, hoardings & billboards. The
public relations department ensures publicity of company’s policies and activities. Press

releases, articles, and write ups are published regularly in the print and aired by the
electronic media. To enhance the company image and counter negative news item,
clarifications and rebuttals are promptly issued by the PR department. The PR officers based
in major cities also helped in image building across the country
2Marketing Department
PTCL realizes its position as a dominant market player and hence successfully played its role
in the year 2003-2004 with an aggressive approach towards communication strategy and
pricing of products & services. The Marketing Department adopted a proactive role in
introducing marketing techniques for retaining current customers and attracting new ones.
Marketing department check that what are the existing products, what are the provisions for
new products and the development of these new products. Marketing department explore and
modify existing products, position these products after modifying, use promotional tools and
do advertising of their new products and also do budgeting.
4.2.1 Advertising Agencies
PTCL has following advertising agencies on its panel.

1. Orient
2. Interflow (rebranding of PTCL done by this agency)
3. MPL
4. Evernew
5. Midas
6. Maxim
7. Brand Partnership
4.2.2Tariff Rationalization
An extensive tariff study and analysis of the big telephone operators working in the
developed world was conducted by the Marketing Department during 2003-2004. This
resulted in significant reductions in both tariffs and charges throughout the year. Installation
charges (both rural and Urban), line rent, Nationwide and international call tariffs and
Bandwidth rates were resultantly decreased. Massive marketing campaigns, based on
UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 9
strategies recognizing the target audience and application of advertising tools that generate
the greatest responses, were launched in both urban and rural areas to attract the maximum
number of customers.
4.2.3 Product Launches
During the year 2003-2004 PTCL Prepaid calling card with the advanced features was
relaunched. Launch of PTCL Phone Bill card based on IN platform, bill payment facility via
ATM Machines and prepaid telephony PTCL Aasan prepaid phone were also launched using
various media, along with above and below the line activities. V-wireless and green lifestyle
was also launched during 2005- 2006. Currently PTCL is working on blue lifestyle, red
lifestyle and yellow lifestyle packages.
4.2.4 Surveys
PTCL marketing team has started gathering customer feedback through extensive surveys.
This important task is an ongoing activity being carried out by the most reputable research
agencies of the country. Key surveys/research studies are conducted to take customer
opinion through DSL market assessment survey, multimedia and cable TV study and
customer migration survey.
4.3 PTCL Services (Corporate and Consumer Services)
4.3.1 Wire Line
Voice Telephony: Basic voice telephony service is R2. 210 plus tax charged as monthly rent.
Approximately 5.8 million subscribers.
4.3.2 Life Style Packages:
Green Life Style
Weekend Package; Rs. 250 plus taxes, for NWD calls during weekend
Red life Style
For new accusations and special plans
Blue Life Style
For ISD packages
Yellow Life style
For local Call and Internet Package
Almost two years have passed and the numbers of customers for the Life style package are
almost 46000.
4.3.3Digital facilities
Theses facilities are available on land line telephony
Call transfer (FOC)
Allows you to forward you land lines number onto a number of your destination or a cell
phone
Call Waiting(FOC)
Code Barring(FOC)
Customer can prevent misuse of their telephone with the help of code barring facility. This
can be changed by the customer if need arises.
Hot Lines
This service enables customer to be contact just by lifting the hand set & without
dialing the number. System automatically dials a preprogrammed number (after 5
Seconds delay), most appropriate for frequently dialed numbers.
Abbreviated Dialing
Dial a short number (single digit) to get desired number. A maximum of 10 such
Numbers can be registered.
Don’t Disturb
Activating of this facility will stop all incoming calls for a pre determined time

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Slot. This will allow customers to be in peace if he does not want to be disturbed
during such time. The caller will get a pre recorded message.

Absent Customer
A Customer with this facility may inform the calling person about his non availability at that
time. This calling person will get an announcement or a special tone.
Wake up
Ringing of a customer telephone is initiated at the fixed time. In case Customer
does not answer the ring at the first offering, subsequent rings will follow after 5
minutes.
· CLI
CLI allows you to identify the caller before picking up the phone. The customer can check
obnoxious calls and keep the complete record of all incoming/outgoing calls with time and
date to take any action.
4.3.4VMS
Voice mail services will be available on land line shortly. Activation shall be free of costs.
Charge a local call for messages retrieval. The service will increase call termination on land
line network.
4.3.5V-Fone
It is a basic Voice telephony for local, NWD, ISD calls. Wireless phone connection Rs.2000
connection and set call charges same as line. V PTCL is a wireless phone service based on
CDMA 2000 as technology. It offers all the services of a tradition land line including short
messaging services (SMS), caller line identification (CLI), phone book, call waiting, call
transfer and high speed internet facility along with being semi mobile. Daily line rent is of
7Rs.
4.3.6Calling Cards
PTCL launched Rs.100 denomination Prepaid Calling Cards with advanced features. By the
end of June 2006, record sale of Rs. 400 billion has been recorded on account of prepaid
calling cards.
PTCL 17 Directory
PTCL subscribers List (Data phone number with addresses)
PTCL 18 Complaint
PTCL phone complain service
4.3.7Aasan Prepaid Telephony
“Aasan” phone is a landline prepaid telephony service, launched in May 2004. The prime
objective of this service is to facilitate the customer in getting a new connection with
minimal documentation. Aasan cards are available in Rs.500. Rs.1000 and Rs.2000
denomination. Daily line rent is of 7Rs.
PTCL Wire-line Payphone
PTCL provides wire-line payphone service to its end users through its Wire-line Payphone
Operators. The end user can obtain a Wire-line payphone set from a Wire-line payphone
operator.
Security Deposit for each payphone connection Rs.2, 500/-
Local call Rs. 1.20/5 min.
NWD call Rs. 1.20/min.
Line rent Rs. 87 for billing up to Rs. 500
No line rent for billing over Rs. 500
Features
The features of wire-line include:

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superior quality voice,
availability of fax service,
no busy network,
no voice disruption,
much cheaper local call as compared to mobile of duration of five minutes,
Reliability.
Starting a PTCL Wire-line Payphone
To start wire-line service, the operator has to obtain payphone license from PTA and sign
Payphone Service Agreement with PTCL.
Phone n Net (New)
Phone net is a new service by PTCL whose purpose is to provide the availability of internet
any time without prepaid card charge. Here customer need not to charge the prepaid card like
in Vfone,rather phone number will be used as username and password and it will be charged
to the bill of phone.
PTCL conduct the market survey of internet cards for the launching of phone-net and for
Rawalpindi, I was given this task.
Features
Ø Direct internet Access
Ø No scratch card needed
Ø Balance never finishes
Ø No Expiry or forced usage
Ø Don't have to pay up-front
Ø Flat rate of Rs. 0.10/min. (conditions apply)
Ø Code barring to restrict internet access
Toll Free-800
It is a toll free service starting with 800. A service for corporate clients for establishing
domestic and international call centers. This service is available to corporate customers and
call centers for their customer’s convenience. The number of subscribers stood approx.700 at
the end of financial year showing a significant growth in subscribers from the past year.
Premium rate service -0900
A service for corporate customers they advertise their numbers for which a premier call rate
charged. Mainly used by clients conducting live talk shows and are gathering customers
feedback. 0900 numbers are used throughout the world to provide information via telephone
at a premium rate higher than regular call charges. Five more operators signed agreements
with PTCL in the year 2003-2004 bringing the total to thirteen.
Virtual Private Network (VPN)
A corporate service for our corporate clients, having operations in different cities. VPN
provides a private telephone network linking their offices in different cities onto one network
where cost of communication between the different cities in significantly reduced just like
PABX. VPN is an intelligent network in service which allows an organization to private
network using its current PTCL lines without requiring the installation of dedicated network
resources.
Audio Conferences Service
Another corporate service where our corporate clients can have a conference call amongst
their various offices. There are 920 clients by the end of year 2006.
Universal Access Number (UAN)
UAN service is ideal for organization engaged with marketing of products or services. It
consists of 6 digits proceeded by 3 digits code of 111, common to all UANs. It can be
accessed from other cities from dialing the area code first. There has been a steady increase

UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 12

in the UAN subscribers due to its better quality of service and positive effects on the
customers businesses, as well as, user convenience.
For example: 051-50-502020
UAN is easier for customer to contact you by dialing a simple number. Its quick and easy
access to make queries and complaints increases customer satisfaction. Customers are
increasing aware of the benefits of doing business by phone because it is time saving and
both convenient and cost saving.
Universal Internet Number (UIN)
Due to the boom in telecom sector ISPS continue to mushroom all around the country. UIN
is a number starting with 131 used for accessing the Internet. The call dialed is charged as
one local call irrespective of its duration. Number specifically allocated for ISP operators.
131 numbering schemes for internet service providers represent exclusive code assigned to
each ISP. Functioning just like UAN-0800 toll free service, UIN involves allocation of
numbers to individual ISPs who are licensed by PTA. The service, function’s under single
metering billing system. The benefit of the service goes to the end users, who happen to be
any ISP customers. Once subscribed, the service means timeless communication for your
customers. Once subscribed, the service means timeless communication for your customers,
allowing them to pay for a single call irrespective of its duration.
PTCL Broadband (DSL): (New)
The term "broadband" refers to a communications technique for transmitting multiple
simultaneous data channels.
Broadband Internet services (specifically cable modem and DSL) bring high-speed Internet
connectivity to homes and small businesses. Millions of people already subscribe to
broadband Internet
Telecommunication revolution is taking our world by surprises. While it took global telecom
development over100 years to reach 1,000 Million customer marks for fixed line telephony
service, it took only about 20 years to reach the first billion mobile users. so fast that second
billion signed up in just a matter of three years and the third billion may take even less time.
This is the pace and tempo of growth and telecom landscape change. The new wave of high
speed internet, the broadband penetration, is likely to follow similar trends in next 10-years
in the world. However, the broadband which will be a powerful tool for economic growth
will need much support from the government as policy maker who has to set vision and
resources for growth. If, we have look at Mobile telephony, internet and broadband, we find
that these are becoming integral part of today's life and especially a life style for the young.
Shift towards Broadband:
The Next Big Thing
The next phase in digital revolution which has already started happening is the swift shift
from low-speed internet to real high speed broadband information and data networks that
leverage strength from both fixed and wireless transport and access alternative methods.
Broadband internet connection has become one of the most profound communication
developments ever the demand for high-speed internet connections is set to continue and
future would see a big boom. There are about 250 million fixed broadband users today and
by 2010 credible forecast depict the number growth to reach to about 1.2 billion

DSL is a family of related technologies that bring high-speed network access to homes and
small businesses over ordinary telephone lines.
PTCL is now the leader in consumer broadband in Pakistan, leading the country into 21st
century. There are options of 3 plans to meet bandwidth needs.
DSL-256Kbps Limited Access Rs. 1,199 / month, 2GB Volume

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DSL-512Kbps Limited Access Rs. 1,999 / month, 4GB Volume
DSL-1Mbps Unlimited Rs. 4,999 / month, unlimited download, Free Modem
4.5. Other Services
· Bill Payment Facilities
PTCL is in the process of offering convenient bill payment solutions to its customers. Steps
taken in this direction so far include:
· Phone Bill Cards.
This convenient mode of bill payment was launched in January 2004. It facilitates customers
in making payment of their phone bills through these cards from their own telephones. These
are available in denominations of Rs.300, 500,700,1000, and 2000.

· Electronic Bill Payment Facility

Agreements have been signed with Askari Commercial Bank and Muslim Commercial Bank
for collection of bills through ATMs. Discussions for similar agreements with other banks
are underway. Infrastructure and operational base for services like Free phone, Home
Country Direct (HCD) and Televoting has been complete.
· PTCL-Pakistan Post office (PPO) Agreement for Bill Collection
PTCL signed an agreement with PPO so that PTCL customers can pay their phone bills at
more than 3000 branches of PPOs and GPOs throughout the country. This facility is in
service now and is providing convenience to a large number of people.
Tasks Assigned to me:
On my first day of internship, first of all I gave the joining to Mr. Dawaar GM Marketing.
GM Attached me to Product manager Mr.Usman Ali Khan. Mr. Usman gave me to do some
work on Excel Sheet which was entries of activation and deactivation of Green Lifestyle
Package. In the first week they explained me the working of marketing department and gave
me information about different packages. In that first week, I got an opportunity to conduct a
market survey fro the upcoming service. PTCL is going to launch a new service to its
customers named as" Phone-net" for that service there is need to conduct all Pakistan survey
about internet cards. For Rawalpindi, I was given the task to conduct it. After collecting that
data, I compiled that data and prepared a summary of data.
During the next two weeks of internship he handed over me to advertising agency
"Interflow" which was responsible for rebranding of PTCL where I got a wonderful exposure
of advertising agency. For Two weeks I joined them regularly, and fro next two weeks I used
to go there after noon after working in PTCL.
After that in 4th week, they assigned me a task to do the data entry of sales. Here I Was
attached with the Miss Shama who is responsible of handling sales of FTR region.
In 5th week, I worked in advertising section for a week. Here I was attached with the Mr.
Mushtaq Assistant Deputy Manager advertising. I helped him in compiling the work orders
for the advertising agencies.
SWOT Analysis
Strengths
Strong networking of PTCL is its major strength that is of competitive advantage.
High Profit margin of the company, in 2003 it was 34.4% and in 2004 it is 39.4%. The 2005
operating profits are 36,363 millions. Operating revenue75, 972 millions.
· The PTCL, Pakistan’s second-largest listed firm, it earned net profit of Rs8.37 billion in the
six months to December 31, 2006, 22.71 per cent lower than Rs10.83 billion in the year-ago
period.
(source:http://pakng.wordpress.com/2007/04/10/ptcl-asks-pta-who/)
Strong Research & Development Department.

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Efficient chain of command. There is clarity of “who answer to whom”.
Good liquidity ratio.
Strength of PTCL is to offer a round the clock service to its customers to ensure their
satisfaction.
PTCL human resource, infrastructure and nation-wide reach have been our strengths
throughout and will remain to be. We are already there where no one has gone before. PTCL
is practically everywhere in Pakistan even where there no electricity and other
communication facilities available. (By SEVP Operations and Corporate Maskoor Hussain)
Weaknesses
Source: http://www.jbic.go.jp/english/oec/post/2006/pdf/project30_full.pdf
Table shows the ROA increases up to 2004 but in 2005/06 it deceases little bit. The liquidity
ratio also falls in 05-06. Capital Adequacy ratio also falls in 05-06.
Deregulation of the telecommunication sector is likely to lead to a fall in the revenues of
PTCL in the short term. However, the policy makers believe that PTCL would stage a
comeback by 2007 in all areas. PTCL may experience some loss of market share to
competitors, customers’ dissatisfaction, poor customer services by PTCL, erosion of
revenues and then profits in the short to medium term. Various analytical simulations models
run by PTCL and the consultants show that the impact can range from marginal to
substantial. The government being an 88 percent shareholder of the PTCL may be similarly
affected.
There is already uncertainty about the international revenues of PTCL due to continued
declining trend of the international “Total Accounting Rates” (TAR) (PTCL’s share of TAR
– the settlement rate declined from about 60 percent to 20 percent per minute in the period
from 1997 to 2002) resulting in net annual PTCL proceeds declining from about $370
million to $260 million despite substantial increase in international incoming traffic.
Currently, PTCL is under pressure from its bilateral international carrier partners for
reduction in settlement rates. As such, PTCL is already facing the prospects of reduction in
its profitability even if deregulation does not take place. It is feared that the natural decline in
PTCL’s revenue and profitability may not be well understood and the entire impact may be
attributed to deregulation.
The no. of employees working in different branches is more than required. We can say that
there is over employment in PTCL.
Human Resource Department of PTCL is weak.
Lack of co-ordination.
Growth in fixed line sector is slow as compare to mobile sector.
Political Influence.
Misuse of office fixture.
Absence of technical staff especially broadband DSL.
The implementation of rules and polices are not assure and there is lack of audit control.
Opportunities
Satellite communication.
Etisalat 26% stake in PTCL could lead to fresh investment boost and possible expansion of
PTCL network.
Making investment decisions.
Employees training programs.
Hiring of qualified HR Staff.
Exploration of small cities.
Technological advancement.
Overall computerized system.

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The revenue can be further generated through better marketing strategy.
Threats
Competitors.
Economic conditions. In strong economic conditions the growth of business is very frequent.
The poor economic conditions increase the inflation rate, which is a threatening factor.
Political climate in Pakistan in uneasy because of regional tensions, which may have a
detrimental effect on potential investment from overseas and consequently network
expansion.

Conclusion
PTCL accountings and financial system for planning and controlling the activities are
satisfactory. But it needs the strict implementation of its policies.
Privatization of company would improve the working of organization and its overall
efficiency. New partnership Eitisalat is trying to enhance PTCL status in the Telecom sector
and further strengthened the existing strong bands of friendship between Pakistan and UAE.
To keep the leadership position in the telecom sector, it is important that PTCL continue to
set high standards for the others to emulate. PTCL have come a long way and have a long
way yet to go but it is committed to” making it possible”, and now trying to give the feelings
of “feel the difference
For PTCL, re-branding initiative can only have any sort of meaning if it is aligned with
proper rationales and concrete change. An image cannot be purchased, it must be built.
Without a constructive attitude, change, PTCL goals will become meaningless.
It is not about making superficial changes, but the need of today is for substantial reform.
This change must be followed by superlative services, good customer service, and dedicated
people. Otherwise the re- branding initiative will be reduced to meaningless slogans, images
and sound bytes. So for authenticity to be deeper than promotional claim, brands cannot
solely be the preserve of the marketing department.
PTCL must have to introduce automation in its processes and improve MIS system. In wake
of change of corporate orientation from engineering to commercial each employee will have
to change his attitude the way he works accordingly. PTCL will have to open up to reality
and the changed world outside to grab business share. New challenges require new approach
from PTCL. Everyone will have to gear up to achieve better customer satisfaction.

So PTCL has to do is to bring about a positive change in attitude and mindsets of each and
every employee. Improved customer services and launch of new products is the only way to
survival for PTCL. Every employee of PTCL is its Marketing person and ambassador of the
Company. By changing in attitude it can contribute to company in particular and to the
society in general.
Recommendations
1. There should be screening of employees because the no. of employees working is more
than required.
2. Company should emphasize on after sales services since it is necessary to compete its
competitors and to retain its leadership in telecom sector.
3. The HR department of the company is not playing an effective role. Proper arrangement
should be made for professionals by issuing detailed job description and job specification to
get maximum profit from them.
4. Company should decrease its line rent because in present competitive environment
company can retain its customers through this strategy.
5. Overall system should be computerized to save time, money and resources of company.

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PTCL must have to introduce automation in its processes and improve MIS system
6. The customer services should be improved and must be provided to customer in time. Its
take long time to have the PSTN phone. The salaries of line man should be reasonable so
that customers can get the phone without any trouble.
7. The technical and installation team for broadband is insufficient; the need is to have more
experts to satisfy the customers’ requirements of broadband.
8. There are lots of complaints of Lifestyle package and to handle these complaints no proper
person is there, the product manager deals with these complaints. There is very much need to
remove the problems faced by these life style packages.
9. Strong emphasis on marketing to compete with competitors. Marketing of cellular
companies is much stronger than PTCL. Features provided by the company to its customers
should be recognized which is possible only through strong marketing efforts.
10. Exploration of new areas, not having connections, is required. Most of the cellular
companies are trying there best to occupy those regions where landline connections are not
available. So to increase the number of customers and to avoid the decreasing profitability,
to increase the EPS and regain the image in the mind of Consumers Company should
emphasis on the exploration of new areas.

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FIRM CUSTOMERS

1. SERVICES FOR CONSUMERS

These customer are households. And the nature of connection that install at home
accoerding to it and charges are chared from them according to domestic level.

2. SERVICES FOR CORPORATE CUSTOMERS

These are busniess customers such as Firms, Busines Organizations, Instutions, Public
Call Office, etc. Differenet packags are given according to the nature and size of the
Orgnaization.

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1- PRODUCT & SERVICES

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Pakistan Telecommunication Company Limited not only Provides Conventional
telephone facilities, it also offers optical fiber services to the private sector. We will
briefly discuss below the product lines being offered by the PTCL. Basically PTCL
divide their services into two parts.

1. Services for consumers

2. Services for corporate customers

1- SERVICES FOR CONSUMERS

These services are basically for the common users (Individual/home users) those use
telephone in their home/work place and they are basically non business users.

a) NEW TELEPHONE CONNECTIONS:

As mentioned earlier, PTCL is presently the only telecom company, who provided fixed-
line telephony in the country. So whenever, any Private business concern or any
individual needs a new telephone connection for provision of telephone service.

b) VALUE ADDED SERVICES:

CLI (Caller’s Line Identification)

Caller Line Identification (CLI): Calling line Identification (CLI) allow customers to
identify the caller before picking up the phone receiver. To subscribe to CLI services, a
customer needs a telephone set with display capability or a CLI device attached to the
phone.

PREPAID CALLING CARDS:

PTCL calling card is the most popular choice of millions of customers all over the
country. It is now available with balance transfer facility and follow on call facility.

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 Comes in easily affordable denominations of Rs. 100, 250, 500, 1000 and 2000.
 Easily available throughout the country
 Easy to use from any PTCL digital phone (Dial 1010)

 Fast and easy, nationwide and international access

 No line rent and no Phone bills
 24 hours customer services through toll free number (0800-80800)

E-BILL PAYMENT

Billing system is a part of customer services so providing connivance to its valuable

customers PTCL launched a new billing service which is available through “ PTCL
Calling Card” This is another service from PTCL. This service is basically providing
billing solutions for the users.

DIGITAL FACILITIES:

PTCL offers a variety of features to digital exchange customers like:-

 Hotline
 Abbreviated Dialing.
 Call Waiting
 Don’t Disturb
 Call Transfer on (a) Busy (b) No Reply (c) Immediate
 Wake up call
 Absent Subscriber
 Code Barring

PREPAYMENT TELEPHONY SERVICES (PPT)

With the changing trends most telecoms are diversifying their services towards Prepaid
solutions .one of such modern era telecommunication service is Prepayment Tele Phone
(PPT).It provides the facility to subscriber to load a prepayment
Telephony card against their telephone number thereby generating an account on I/N
platform and any call made from that telephone will be charged to this account. The
service will provide state of art technological facilities to the subscribers.

2- SERVICES FOR CORPORATE CUSTOMERS

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PTCL is striving hard to facilitate its valued corporate customers at each level of service.
PTCL offers a host of unmatched services to suite the needs of the Corporate Customers.
The list of Corporate Services is given as under. For more information regarding any of
the following services, PTCL Corporate Customer Centers can be contacted.

IN

BASED VALUE ADDED

 UNIVERSAL ACCESS NUMBER (UAN):

UAN (Universal Access Number) service is ideal for organizations Engaged in

marketing of products or services. Here is a list of business who can avail UAN
Service.

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 Banks  Insurance
 Newspapers  Credit Card Companies
 Airlines  Travel
 Hotels  Courier Services
 Shipping Lines  Utility Services
 Fast Food Outlets  Trading Companies
 Consumer Products  Stock Brokers Companies

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 VOICE MESSAGING SERVICE: (VMS)

 With PTCL Messaging Service, you can have all for (or Desired) calls recorded when
you are absent, busy on phone or do not want to attend the calls for any reason. You can,
later on at your convenience, retrieve all recorded messages from any telephone
anywhere in the country.
 Security of message is ensured against eavesdropping through subscriber
controlled password.

 PTCL VMS is designed for those who do not want to miss a call or Fax because that
can be beneficial.
 Great for anyone owning a telephone or Fax, at home or business.
 Much more powerful and flexible than answering machine due to
Message options available in your voice mail system.

 PTCL MESSAGING PLUS:

 PTCL MESSAGINH PLUS is designed for small and medium business enterprises
having problems with managing telephone message.
 PTCL MESSAGING PLUS will definitely handle these problems for you.
Advanced messaging features save time, make you truly mobile and increase
productivity.
 Essential for time-conscious executives, frequent travelers and Professional
groups.

 CO- LOCATION CENTERS

Pakistan Telecommunication Company has taken land mark decision to establish co
location centers throughout the country.

SERVICE CONCEPT

This service is basically for telecom data and I.T companies. These companies will
install their equipment directly in PTCL premises in ready fitted environment. The

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primary purpose is to provide a number of resilient and centralized connection and
control facilities in which co-location center’s communication can be located.

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 UNIVERSAL INTERNET NUMBER (UIN) 131

UIN 131 numbering scheme for internet services providers, represent exclusive code to
each ISP.

SERVICE CONCEPT

The concept of the service just like toll free 0800 but charges a local call for each
connectivity attempt, UIN involves allocation of numbers to individual ISP’s who are
licensed by PTA.

 VIRTUAL PRIVATE NETWORK (VPN)

Communication is the secret of success in today’s highly competitive market. When it

comes to enabling your enterprise, your communication got to be instant, fast and hassle
free. The answer to this corporate need is virtual private net work.

SERVICE CONCEPT

It is an innovative and intelligent private network to integrate business/enterprises having

sub-offices with in a city or nation wide. Without necessity installation of dedicated
resources, VPN enables organization to create a private network.

 DIGITAL CROSS CONNECT (DXX)

Telecommunication networks are the most important infrastructure elements of any

business today. As the businesses increasingly depend on it, quality of networks is
gaining strategic importance.

SERVICE CONCEPT

PTCL offers flexible and reliable data services solutions through a high quality platform
of digital leased line network.PTCL digital cross connect (DXX) network provides the
most dependable media for WAN connectivity with more than 200 nodes country wide.

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 ISDN BRI/PRI

It is a near broadband experience suitable for household and small/medium sized

organizations.

CUSTOMERS VIEWS ABOUT PTCL PRODUCT AND SERVICES

How are the firms product or services percieved?

Usually PTCL is the largest and monoplistic firm in nature, according to customer point
of view there is no competitor who is providing the facilities and services like PTCL
because of these reasons:

 Majority of customers are using services of PTCL in pakitan

 Wide Network
 High Speed Internet Provider
 Wide Range of Facilities and Value added services

What are the strengths and weaknesses of the PTCL?

STRENGTH

 PTCL enjoy monopoly

 State of the Art International Gateway Exchanges & Satellite Earth Stations
 large earnings
 good quality international connectivity
 Customer Base of over 4 million
 Government support

WEAKNESS

 Image – Government organization

 Image – Lack of customer focus
 Image – Outdated people and technology (perception)
 Lack of aggressive marketing
 Lack of customer services
 Ambiguous management style
 Lack of corporate culture
 Social responsibility

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Are there any opportunity for PTCL?

OPPORTUNITY

 Growth in telecommunication industry

 More aware and technology understanding consumer – a base that is growing at a fast
rate
 Market open for more number of products – less dependence on single category or
product
 Opportunity to introduce High Value Added Products / High margin products for the
new, more aware consumer
 Time to establish brand loyalty, Pre-empt competitors, co-opt partners, invest in
technology and networks

2- PROMOTION

PTCL is using following components of promotional mix for the promotion and
Publicity of its product/services.

 ADVERTISING:

In promotional mix, PTCL’s main stress is on advertising in print and electronic media.
PTCL periodically places its advertisements in print media on services like “H/Qs
hotline 0800-44544”, “Caller line identification (CLI)”, “Voice Messaging Service”,
“Digital Facilities”, “PTCL Prepaid Calling Cards”, “Inquiry 17”, “Complaint 18”,
phone bill cards prepaid telephone etc. to remind the customers of these services.
Sometimes, corporate ads are also released to print media to mark special occasions.

PTCL’s Commercials on “Prepaid Calling Card”, “CLI”, “Voice Messaging”, “Digital

Facilities” etc. are also broadcast immediately on electronic media as reminders to
Customers.

SALES PROMOTION:

PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are
free from 11:00 pm to 06:00 am to promote the usage of its telecom network. Moreover,
PTCL offers special rate packages on special occasions like Ramadan Package and EID
package, which offer customer reduced rates for specific timings.
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For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and
quarter from 6:00pm – 6:00 am to attract customers to use its telephone service. These
rates result in increased revenue for PTCL and also facilitate the customers to talk to
their near and dear ones on these special occasions on affordable rates.

 PERSONAL SELLING:

As PTCL is enjoying monopoly in fixed-line telephony, the Company has no

Professional sales force because the company has not felt any strong need to use the
Services of a sales force for increasing the sale of its products. At the moment, PTCL’s
Customer Services Centers are playing the role of sales outlets. Customers can make
telephone calls; send fax messages from these Customer Services Centers. They can also
get connected their telephone bills and get duplicate bills from these outlets.

However, with the establishment of Marketing Department in PTCL, The marketing

professionals are now in the process of inducting professional sales force for the
company.

HOW DO THE CUSTOMERS LEARN ABOUT THE FIRM’S PRODUCT AND

SERVICES?

Majority of the customers learn about the firm’s product and services from the
newspapers ads, franchises and closed one’s.

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WHO ARE COMPETITORS?

HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS

ACTIVITIES?

1- More focus on electornic media instead of print media because there is war of
elctronic media now a days.
2- Use cyber network for promtion

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3- PLACEMENT
The Head Office of Pakistan Telecommunication Company Limited is situated in Sector
G-8/4, Islamabad, which is headed by the “President”. Besides, it has Regional
Headquarters like:
 Islamabad Telecom Region,
 Rawalpindi Telecom Region,
 Hazara Telecom Region Abottabad,
 Northern Telecom Region-I Peshawar,
 Lahore Telecom Region (South),
 Lahore Telecom Region (North),
 Multan Telecom Region,
 Faisalabad Telecom Region
 Southern Telecom Region-I Hyderabad
 Southern Telecom Region-II Karachi
 Southern Telecom Region-V Sukkur
 Western Telecom Region Quetta.
 Switching network Central region Lahore.

These Regions provide Telecommunications services to the customers in their respective

areas. Apart from these, PTCL has an Optical Fibre Construction Region Lahore and
Optic Fibre System Islamabad, each headed by a General Manager to install, operate and
look after optic fibre systems/cables. In each District and Tehsil, an Exhchange,
Franchisor, Call Centers, Customer Care Centers are available to facilitate the customer
needs.

WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES

OF THE PTCL?

Firm point of view

1- Easy availability of product and services to the customers

2- Easy availability for providing basic services and value added services
3- Easy complaint handling
4- To cover target market

Customers Point of view

1- Easy availbility of Product and Serivces

2- Time and Money saving
3- Fast Service System and Resolve Conflict
UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 31
HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?

Try to convert your traditional channel into remote channel, and install connection on
just one call of customer.

4- PRICE
Being a government organization, PTCL is not authorized to determine the prices of its
products itself, the Telecom Regulator Authority viz. Pakistan Telecommunication
Authority (PTA) fixes the prices of telecom services. The process is such that whenever
PTCL intends to increase or reduce the rates of its services, it submits its Proposal to
PTA for approval. PTA then calls consumers’ representatives, journalists and other
interested groups for discussion on the proposal. After listening to the viewpoints of all
the interested parties, PTA gives its decision. If PTA approves PTCL’s proposal, the new
rates are enforced. It may be mentioned here that telecom technology is only technology
whose rates are on the decline with the passage of time. PTCL also rationalizes its tariff
with the passage of time. Tariff rationalization process started in 1997 as part of GoP
Telecom Sector policy for privatization of this sector. It was mainly focused on
rebalancing the domestic process like NWD, international, local call, line rent etc.
Rebalancing is completed by the end of 2008 (as per Tariff rates) with the objective to
position PTCL for competition.

HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES?

Customers react positively due to monopoly of PTCL so they give purely positvie
response to the prices of PTCL.

ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES

CONSISTENTLY WITH ITS STRATEGY?

PTCL rationalizes its tariff with the passage of time in order to beat the competitors.

IS THE FIRM USING ANY MARKETING THEORY TO AFFECT CUSTOMER

PERCEPTION OF ITS PRICES?

PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls
are free from 11:00 pm to 06:00 am to promote the usage of its telecom network.

UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 32

Moreover, PTCL offers special rate packages on special occasions like Ramadan
Package and EID package, which offer customer reduced rates for specific timings. For
Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter
from 6:00pm – 6:00 am to attract customers to use its telephone service. These rates
result in increased revenue for PTCL and also facilitate the customers to talk to their near
and dear ones on these special occasions on affordable rates.

5- PHYSICAL EVIDENCE
EXTERIOR

PTCL built very good and attractive buildins of its offices as well as its frenchises in
order to attract the customer and as a physical evidence.

INTERIOR

Interior as well manage but not as like its competitor like moblink, telenor there
frenchises are well mange internally and attractive there internal enviornement as too
much attractive and an educated stuff is present there in order to facilitate the customers
but in PTCL frenchises mostly not manage in region like Multan. But well Manage In
Big cities like Lahore And Islamabad.

UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 33

There technical equipment are imported from England and Japan. There is huge
networking of intra net as well as extra net in PTCL.

BLUEPRINTS OF PHYSICAL EVIDENCE OF PTCL

• Physical Evidance

Its attractive building from outside the customer atrracts automatically towards its and
wants to know about its products.
• Customer Action

After seeing the building customer move in the building for getting information.
• Line Of Interaction

Customer will meet the guard or gate ceeper at the door of the building which is the
enterance.

UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 34

 • On Stage Encounter

When customer enter in to the customer care center of frenchise an customer information
officer is setting at start of the office who give the information of related officer
regarding the problem which a particular customer having.
• Line Of Physibility

All the staff from manager to lower staff who are controling a specific branch are
showing the line of physibilty.
• Back Stage Encounter

All the equipments and staff that are controling networks of PTCL Who are setting In
GM offices that are also called Regional offices that are back satge encunter of PTCL.

6- PROCESSES
There are simple process to get the connection this is only for the sack of customer that
he don’t feel any kind of difficulty.

First fill the order form i.e it si for broad band same in case of other products this form is
used.

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Then after filling it submitted to the frenchiser officer he/she will issuse the
connection to the customer after getting the required payments of that connection.

7- PEOPLE
The employes of PTCL nearly equal to 30000 who are working in all over in the
Pakistan they are the assets of the company and they are the responsible for the good
will of the company company also focuses on the status of there employees and give
them performance appraisal program and give them incentives and also give them
medical treatment.

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UNIVERSITY OF EDUCATION LOWER MALL CAMPUS LAHORE 44
CONCLUSIONS:

No doubt PTCL is enjoying monopoly but the time is came when competition will force
company to change its policies to become favorite telecom service provider in the market
& keep its current place & customer base. The actual working substances are the human
beings .It goes with out saying that Human resources are the most important in the
organization and so does the Human Resource Department .It integrate all the activities
and functions of the company like job analysis, recruitment, staffing, training, designing
compensation package, employee’s appraisal system. Human Resource Department
plays the key role in the hiring, retention, motivation and promotion of the employees
.Actually it assign the specified duties to the specified persons in this age of
specialization. Human Resource manager should be well versed and confident in his
field. He should be humane, well natured and have go face reading capabilities .All this
ensures his success.

He should be of the notion “victory is not everything, but the way of fighting is”.

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