CHAPTER # 1

INTRODUCTION

What is Ufone and where is come from?

A broad company of communication concerns to the best values along with

multiple technical and digital techniques aware to people within country and

abroad facilitate public requirements keep into the fruitful conditions. The

statement is further

Established to operate cellular telephony. The company commenced its

operations, under the brand name of Ufone, from Islamabad on January 29,

2001.

During the year, as a consequence of PTCL’s privatization, 26% of its shares were

acquired by Emirates Telecommunication Corporation (Etisalat). Being part of PTCL,

the management of Ufone has also been handed over to Etisalat. During the year July

2005 to June 2006, Ufone continued on the path to success. The Company further

expanded its coverage and has added new cities and highways. Ufone has network

coverage in more than 3475 locations and across all major highways of the country.

During the year Ufone successfully completed the network expansion of Phase IV in

existing as well as in new cities and towns which amounted to more than US Dollar

170 million. As a result the asset base of the Company has increased from Rs. 20

billion to Rs.27 billion.

During the year Ufone adopted the policy of simplified tariffs with no hidden charges,

which resulted in positive impacts on the usage trends of subscribers as well as total

1
subscriber base, which has increased from 2,579 k in June 2005 to 7,487 k in June

2006. Ufone currently caters for International Roaming to more than 210 live

operators across 125 countries and introduced International roaming facility for

Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates,

Singapore, Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka,

Belgium and Kuwait with lowest rates, featuring no security deposit and activation

charges. GPRS Roaming facility is available with more than 100 Live Operators in

more than 80 destinations.

The company has also been awarded a new License for providing cellular services in

Azad Jammu & Kashmir and Northern Areas.

Ufone is a fully owned subsidiary of PTCL. The registered name is PTML (Pak

Telecom Mobile Limited), while Ufone is the brand name of the service. Ufone is set-

up as a private sector organization to compete with similar organization. PTA

(Pakistan Telecommunication Authority) has assured that no undue advantage is

available to Ufone, being a part of PTCL – hence a level playing field. During the last

year the number of mobile phone users in Pakistan increased enormously. The credit

goes to the launch of a new mobile phone company, “Ufone”. Before that three

mobile phone companies Instaphone, Paktel, and Mobilink were operating. Ufone’s

major competitor is Mobilink. In the first four months of Ufone operations 130,000

customers were gained. As compared to Ufone, its competitors took years to achieve

this number of customers. Considering this enviable success, the group studied the

marketing strategies of Ufone

2
The major feature, which was highlighted in the advertisement campaign of Ufone,

was its price. No doubt Ufone has the most sophisticated technology within the

country. It was concluded by the group that to become the market leader Ufone

should increase its expansion rate and should also promote its quality features as

much as its price.

In line with the international trends PTCL took a strategic decision in 1998 to enter

into the cellular business. With this decision, PTCL had taken the bold step of

entering the competitive market for the first time. Realizing the enormity of this

challenge, a team of professionals from the private sector was hired and entrusted

with the task of starting a cellular service and creating a new company in the process.

3
 CHAPTER # 02

Objectives of studying the organization

The study and observation of the organization is due to know

• Understanding about the Ufone activities

• Marketing,

• Take up and retain good positions of marketing segmentations.

• Keep the points, where the strengths and where the weaknesses

according to progress marketing environment clearly.

• HR functions and its other functions, which takes place in a Peshawar

• Apply their own knowledge of different subjects while learning and

dealing with staff of organization

• Use their professional Knowledge for observing, evaluating and

preparing an organized report.

• Study a specific area within an organization and to give the details of

the study in internship repots.

4
 • Specific conditions due to company favor the aim only company

become stable much more against rivals on every position

CHAPTER # 03
Overview of the Organization

Term organization is very broad where the people together also work together having

combine thinking the aim of all just achieving to targets to make profit for company it

should combine values without conflicts ensure rights only in favor of organization

Simple just like this here also apply this condition for Ufone company all the process

should vital

3.1 History about Ufone

Pak Telecom Mobile Limited (Ufone) was incorporated on July18, 1998 as a Public

Limited Company for establishing and operating the cellular mobile services in

Pakistan on GSM900 band. PTML (Ufone) obtained the lenience from Pak Telecom

Authority in August 1998. This strategic move enabled PTCL to continue to evolve

inline with the emerging global trends. Its GSM900 system has the ability to be

upgraded to 3G and further to 4G configurations. Nortel provides the state of art

GSM System. Ufone has awarded Nortel Networks* [NYSE/TSE: NT] a contract

estimated to be worth US$60 million to implement a major expansion of its GSM 900

digital cellular network. The expansion is in response to Pakistan’s accelerating

demand for mobile services and will raise Ufone’s capacity to 370,000 subscribers.

5
The difficult challenge of launching a cellular company was achieved by the Ufone

team in a short span of less then 2 years, beginning with the conception of an idea to

the actual execution of the services.

Launched on 29 January, 2001 Ufone became the fourth operator in the cellular

market of Pakistan. With clear customer focused approach Ufone soon made its

presence felt in a very strong way, as Ufone brought to the customers relief of right

pricing and right product with longer card validity. Ufone has been a highly

successful venture, attracting over 130,000 subscribers in less than four months of

operation.

As part of a US$60 million project managed by Nortel Networks (NYSE/TSE: NT)

for the rollout of Pakistan's second GSM network, Singl.eView™ was chosen as the

business support system for customer management and billing. Singl.eView, a key

component of the Singularities suite, is ADC’s (ADC is The Broadband company™).

new integrated customer management and real-time convergent billing application

that enables ICPs to instantly view information about customers, accounts and

services while also enabling customer access to account and network information.

The system's four-tier architecture allows providers to change customer relationship

parameters within hours and days versus current systems that take weeks and months.

3.2 Nature of the Organization

During the last decade, unbelievable technological progress has been made in the area

of science and technology. Especially most of the progress has been made in the field

of communications. Now it is much easier and cheaper to communicate with any

6
person any where in the world. Cellular phones are definitely an important part of this

communication revolution.

Initially, companies like Paktel, Instaphone and Mobilink managed to establish a

strong hold over the market but they could not sustain for a longer period of time due

to over pricing and lack of care for the customers.

Ufone launch has stiffened up the competition in the cellular market. And now all

companies are emphasizing more on the consumer friendly packages and better

customer services. This study mainly focuses on Ufone marketing strategies with

relevance to the overall cellular market of Pakistan.

3.3 Business Volume

During the year Ufone successfully completed the network expansion of Phase IV in

existing as well as in new cities and towns which amounted to more than US Dollar

170 million. As a result the asset base of the Company has increased from Rs. 20

billion to Rs. 31 billion.

During the year Ufone adopted the policy of simplified tariffs with no hidden charges,

which resulted in positive impacts on the usage trends of subscribers as well as total

subscriber base, which has increased from 2,579 k in June 2006 to 7,487 k in June

2007. Ufone currently caters for International Roaming to more than 220 live

operators in more than 125 countries and introduced International roaming facility for

Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates,

Singapore, Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka,

Belgium and Kuwait with lowest rates, featuring no security deposit and activation

charges. GPRS Roaming facility is available with more than 110 Live Operators in

more than 80 countries.

7
The company has also been awarded a new License for providing cellular services in

Azad Jammu & Kashmir and Northern Areas.

The following graph show the last five years stability form of the company and

according to this process they increased his assets year to year consequently against

competitor very sharp and short time. Now recently Ufone has shares approximately

21% in communication campaign, and also an important role in economic

environment of Pakistan.

At the last the company invested 220 million dollars and also will try to invest almost

550 million dollars by which the company will boom up more and so many will cover

than they first.

Thus the following graph show the last five years increasing assets from 2006-2010

in consequent

BUSINESS VOLUME

50
40

30

20

10

0
2006 2007 2008 2009 2010

The above graph show increasing business volume of the company (y- axis in billion
& x- axis in years)

8
3.4 Profile of the Employees

Gathering rights of company combine having specific values target to the mission

without any interruption take possible performance and growth specify attractive

packages by Ufone employees,

Ufone is a special place to work. Employees at Ufone gain help in developing their

capabilities and are recognized and competitively rewarded for their performance.

We believe that all employees at Ufone have a right to offer input and be involved in

helping their team grow. Creating a work environment in which employees can

improve their minds, continuously learn, gain professional growth and feel inspired

by similarly motivated individuals is fundamental at Ufone. In turn, we expect that

employees share Ufone’s vision for company, team and individual growth and that

employees will strive to make a difference every day. This exemplifies Ufone’s

commitment to people

3.5 Product Lines

Ufone is offering three types of products in the form of cellular phones. Pre Paid, Post

Paid and easy load form paid.

Pre –Paid

It comes in multiple dimensions now the company in lowest money cards to public as

they easily recharged the balance the initials first 100 rupees cards and similarly the

statement is going forward.

9
 Pre -Paid is in form of cards. It means that pays before then makes a call. Ufone

prepaid cards come in three denominations of Rs.500, Rs.1000 and Rs.1500.Card is

valid for 180 days from the time of activating/uploading. Ufone predicts some 60

percent of customers will use pre-paid services.

PACKAGES ISD Access

JOSH 250(Tax) + 250 (Free FCA balance) + 0 (Connection Charges)

Documents required for new Pre Paid connection:

1. Original Customer’s NIC / Passport in case of foreigner with Valid Visa

2. Two References.

3.5.2 Post -paid

Second product offered by Ufone is Post-Paid .In this customer has to pay after one

month. Post-paid customers can also enjoy Ufone. Unite option, one has to pay

Rs.350/month and enjoy free outgoing airtime from 10.30 p.m. to 7.00 a.m. at

the moment the new activations of Unite options is being freeze.

Postpaid offers the following rates

Ufone postpay provides you with matchless talk plans to suit your lifestyle and
connectivity drive day and night. Use your ufone postpay for business or leisure and
stay connected all the time

Following is our tariff offering

Call plans U49 U249 U549 U999 U1499 U1999 U3939

10
Line rent (Rs/ month) 49 249 549 999 1499 1999 3999

Free minutes/ month 64 280 620 1300 2400 6800 Unlimited

Free minutes Ufone to

40 180 400 900 1800 6000 Unlimited
Ufone

Free minutes on other

24 100 220 400 600 800 1600
mobile operators

Free SMS per month all

50 100 200 300 500 Unlimited
networks in Pakistan

Outgoing airtime
charges (Rs per min)

Ufone to Ufone 1 1 0.9 0.75 0.5 0.2 0.2*

Ufone to other mobile

1.6 1.6 1.5 1.5 1.25 1.2 1.05
operators

SMS charges (Rs per

SMS)

Ufone to Ufone SMS 0.5 0.5 0.5 0.5 0.5 0.5 0.25

Ufone to other mobile

1 1 1 1 1 1 0.50
operators SMS

International SMS 2.5 2.5 2.5 2.5 2.5 2.5 2.5

GPRS rate( Rs per Mb) 15 15 15 15 15 15 15

Postpaid hourly FNF

12 am to 5 pm 5 pm to 12 am
offer ****

Changes 2.99/hour as per the package plan

IDD Bucket

Minutes per month 200 200 200 200 200 200 200

Subscription charges (Rs

200 200 200 200 200 200 200
per month )

SMS unlimited package

SMS per month 10000 10000 10000 10000 10000 10000 10000

Subscription charges (Rs

150 150 150 150 150 150 150
per month)

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Bonus SMS package (SMS
/ month )

SMS per month 500 500 500 500 500 500 500

Subscription charges (Rs

50 50 50 50 50 50 50
per month)

GPRS unlimited bucket 500 500 500 500 500 500 500
(Rs per month)

Security Deposit Rs

NWD 1000 1000 1500 2500 3000 3500 6000

IDD 500 500 500 500 1500 1500 1500

International Roaming 15000 15000 15000 15000 15000 15000 20000

For the first time in Pakistan you can call at discounted rates at night on a Postpay
connection from Ufone. This offer is on Postpay Unite.

Calls plan PostPay Unite Ucircle F&F Nmbrs Postpay Unite

One time activation fee (Re) 50
Monthly line rent(Re per month) 499
Ucircle list change charges 20

Outgoing airtime charges (rs/30s) 6am to 9pm 9pm to 6am Ucircle members allowed 5

Ufone to ufone 0.50 Free Ufone 4

Ufone to other mobile operators 1.40 0.90 PTCL 1

Ufone to PTCL & WLLnetworks 1.20 0.70 Ucircle outgoing airtime charges 6am to 9pm 9pm to 6pm

SMS charges (Rs per SMS) Ufone to ufone 0.40 Free

Ufone to ufone 0.50 Ufone to PTCL 1.10 0.70

Ufone to other network 1.00 Security deposit (Rs )

International SMS 2.50 Local and nationwide 1500

Bonus SMS package (500SMS) International dialing 3000

Subscription charges (Rs/mont) 50 International roaming 15000

No free minutes or SMS are available on PotPay UNite

And security deposit are charged one time only

Documents required for new Pre Paid connection:

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 1. Original Customer’s NIC / Passport in case of foreigner with Valid
Visa

2. Two References.

3. Any paid utility bill not older then last 3 months in case of new Post
Paid connection.

3.5.3 Easy Load

Very vital now almost all lowest category people recharged his balance very easily as

how much they want it is very beneficial package from company to public when the

company recharge the balance while with the at least money to consumers by this the

company sale much more

Hence this is so comfortable term to public from company

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 CHAPTER # 4

Organizational Structure

Organizational structure is the formal framework by which job talks are divided,

grouped, and coordinated. In core issues of organizational structure depend by

organizational design which depends on many engagements which are very important

to gaining advance structures, for example, work specialization, departmentalization,

and chain of command, span of control, centralization decentralization and

formalization.

For example objectives and policies are established under a geographic organizational

structure are coached on geographic terms. Objectives and policies are stated largely

in terms of products in an organization whose structure is based on product groups.

The structure format for developing objectives and policies can significantly impact

all other strategy-implementation activities.

Ufone organizational structure includes on various management levels that lead the

organization as well as better.

• President • Zonal and area managers

• Vice president • Assistant managers

• Managers • Sales and marketing staff

14
 President

Vise President

Administration Department Finance Department Sales & M Department HR Department R & D Department

Administration Manager Finance Manager Sales & M Manager HR Manager R & D Manager
Zonal Manager

Zonal Manager

Zonal Manager
Area Manager

Area Manager

Assistant Manager Assistant Manager Assistant Manager Area Manager

Other sales and marketing staff

 4.1 MAIN OFFICES
UFONE - CUSTOMER CARE CENTER

Sr# Location Address

1 Islamabad 13-B, F-7 Markaz, Jinnah Super, Islamabad
2 Rawalpindi (Commercial Shehrbaz Business Center ,4-B Block,Commercial Center
Center)
3 Rawalpindi (Saddar) Bank Road, Saddar ,Rawalpindi
4 Peshawar I-E, Fakhar-e- Alam Road, Peshawar Cantt
5 Jhelum Opposite Wheat Depot, Main G.T. Road, Mujahidabad, Jhelum.
6 Gujranwala Ufone Zonal Office, Main G.T. Road, Near Ghalla Mandi, Gujranwala

7 Lahore-Gulberg 15, S, Gulberg II, Lahore

8 Lahore-D.H.A Plot # 156 , Block Y ,Phase III-C, Defence Housing Authority, Lahore

9 Lahore-Davis Road U-Fone Customer Services Centre, 8-Amin Chambers, Davis Road,
Lahore
10 Rahim Yar Khan White Palace Hotel, City Centre, Rahim Yar Khan
11 Sialkot Plot # 2 Bungalow# 109, Aziz Shaheed Road, Sadder Bazar, Sialkot, and
Cantt.
12 Multan 32-Multan Arcade, Katchery Road, Multan
13 Faisalabad 27-Chenab Market, Madina Town, Faisalabad
14 Karachi-Gulshan Al Musavir Crown, Ground Floor, Plot # 16,Block 10-A,Rashid Minhas
Road, Karachi
15 Karachi-Clifton Shops No. 1,2,3, Mahmood Centre, BC-11, Block No. 9, Clifton Karachi

16 Karachi-Hyderi D-1, Block-D, Near Five Star Roundabout, North Nazimabad, Karachi

17 Karachi-Shaheed e Millat Plot # 02, Block # III, MSGPSCHS (Moalimabad), Shaheed-e-Millat Road,
Near Medicare Clinic, Karachi.
18 Hyderabad Plot # B-15/9, Railway Employee Coperative Housing Society, Auto Bhan
Road, Taluka Latifabad Hyderabad
19 Quetta Ground Floor,Institute of Engineer Building, Zarghoon Road, Quetta

20 Sukkur Plot # C-431/1-B, Queen's Road, Sukkur

21 Peshawar-Cantt 1-E, Fakhar-e-Alam Road, Peshawar Cantt, Peshawar.

CHAPTER # 5
Structure of the Marketing Department
5.1 Number of employees working in the Marketing Department

Every department should have consist on different size of employees, but here about

Ufone franchise marketing department simply movement to different number of

employees.

Executive –

Taking a complete vision for next coming 10 years and also keep stable the current

position as the company take ensure to the right and ensure policies in favor of company

that become extreme values in markets against competitors. Responsible for long-range

planning, setting the goals of an organization. Determining where new markets will be,

Strategic planning or strategic decision-making.

Marketing manager –

Responsible for designing strategies to achieve the goals formulated by executive

managers. Formulating what the market opportunity and how should manage the

marketing activates, responsible to manage clearly market targets where it has good

positioning. All big responsibilities are taken over this position.

Sales manager-

Responsible for day-to-day operations in marketing that what the target of the company

where and how much? He should known about how much the company should sale that
could forward company position against competitors, so sale manager will be responsible

all of these fluctuations.

Accountants:

Accountants are responsible of financial statements having all the fluctuations between

the company and markets they keep statements equal I mean nothing any thing up and

down they ensure accuracy in the multiple statements below discussed

Cash Voucher.

Bank Voucher

Journal Voucher.

Accountants also responsible to complete salary sheets of employees and similarly other

more activities to which they have what the position want.

Customer care:

customer care means those employees that facilitate customers what they demand, need,

or other fluctuations to which they try to solve, they settled special for customers to

facilitate them in different forms of doings that do not become any problem to customers
Taking a structure of marketing department by which we take ease concepts about
something

Executive

Sales Manager Marketing Manager

Assistant Marketing
M
Assistant S.M

Accountants

Customer Care

Marketing Staff

Sales Persons
 CHAPTER # 6

Functions of the Marketing Department

Marketing Strategy
Now the stage of Pakistan is conform to very competitive environment in communication

field. Companies facilitate to public with new emerging packages and now stated

constraint of companies because much more competitors come in this field.

We are living in an age where the only certainty is change. Fluctuating customer

requirements and competitive forces are putting more pressure on marketing personnel

and are demanding superior marketing strategy and tactical execution. The cycle time

from product creation to product launch, for a winning go-to-market strategy, leaves no

margin for error.

Marketing is a set of business activities designed to plan, price, promote and distribute

“want” satisfying products to target markets to achieve organizational objectives.

Another definition, which describes marketing, is that, it is the process of planning and

executing the conception, pricing, promotion and distribution of the goods and services.

Organizations and events to create exchanges that satisfy individual and organizational

objectives. Marketing can also be defined as the process of satisfying human needs and

wants.
6.2 Product Planning Development and Management
Value discipline strategies recognize that management must align every aspect of the

company with the chosen value discipline—from its culture, to its organization structure,

to its operating and management system and processes.

Companies can pursue any of the three strategies—called value disciplines—for superior

customer value. These are:

• Operational Excellence

• Customer Intimacy

• Product Leadership

The company provides superior value by offering a continual stream of leading edge

products or services that make their own and competing products obsolete. It is open to

new ideas, relentlessly pursues new solutions and works to reduce cycle times so that it

can get new products to market quickly. It serves customers who want state of the art

products and services, regardless of costs in terms of price or inconvenience.

Pricing strategy
This become so challenging point daily progressing with new packages make to conform

public as they use the service. Pricing is the challenging art of covering the cost, making

a profit, and still being competitive There are a number of issues to take into account

when trying to determine a price for a product, the most important being the competition,

and the ability and willingness of the consumers to buy this exact product. A producer or

seller may initially ask a lower price for a new product, when trying to penetrate or gain

better standing in a market.

6.4. Distribution strategy
Place includes company activities that make the product available to target consumers.

To compete better in the local markets, or to expand to another regions or cities of the

national market

Distribution are the arrangements necessary to transfer ownership of a product or services

and transport the product form where it is produced to finally consumer.

UFONE DISTRIBUTION CHANNELS

Marketing (distribution) channels are sets of organizations involved in the process of

making a producer or service available for use or consumption. Products of Ufone GSM

are sold through cold drinks shops, Super Store, General Stores, and Grocery Stores,

According to the company’s record there are almost five ways to distribute the service

• Ufone Head Office

• Franchises

• Wholesalers

• Retailer

• The last consumers

6.5 Promotion strategy

Main company important point in every stage before view to customers never be done

sans when advertising has on top regards by which public could aware what the company

position in competitors like the number one rule to promotion is that it has to be

consistent with and appropriate to the targeted consumer group. Advertising through
television, radio, newspapers, or on large billboards advertising are effective visual ways

of promoting products or services.

An effective marketing program blends all of the marketing mix elements into a

coordinated program designed to achieve the company’s marketing objectives by

delivering value to customers. The marketing mix constitutes the company’s tactical tool

kit for establishing strong positioning a target markets.

The total available for marketing includes the products its price and the means
used to deliver the product or the place. Marketing Mix also includes
mechanism for communicating this information to the consumers, which is
called mandating communication or promotion. These four tools are
collectively.

Advertising use by Ufone in different Media

By television, by billboards, by newspapers, pamphlets, by digital media,

personal marketing, by telephone and so forth
 CHAPTER # 7
Critical analysis of the Organization

Theoretical concept related with the practical

experience:

Theoretical view completely touch to practical view I have emphasize this attachment of

report due to regards of Ufone that nothing fluctuate conform to total report.

The theoretical views emphasis has been made on the brand building of the Ufone Rates

and Packages services offered by the company the organization setup, its tariff structure

and competition are the scope of this study.

In addition to providing advanced voice communication services, Ufone also offer a

number of value added services to our valued subscribers. Keeping in mind our

customers' convenience, we have also bundled mobile handsets, either sold independently

or bundled in Get Set Go Pack.

To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers while exceeding Shareholder

value & Employee Expectations.

I adopted the following methods of research in order to collect information during my

internship at Ufone Peshawar Branch.

Some packages view to customers with the rates under the following
conditions below.

Life plus package value package

(Load any amount) (Rs 500/- to be loaded)

Package

Talk all night

Ufone to Ufone (midnight to 7am daily ) Rs 2.50/Hr Free

(late night discount hour)

Talk on Saturday, Sunday

Ufone to Ufone( 9am to 5pm ) Rs 4.99/Hr

Weekend discount hour

Ufore to Ufone 7am to midnight

45Paisa/Sec
Weekend discount hour

Call
Rs 1.125/30sec Rs 1.125/30sec
Ufone to Ufone (outside late night and weekend
discount hours

Ufone to all other networks

Rs 1.25/30sec Rs 1.25/30sec
24 hours daily

U circle Friends and Family

(7am to midnight) 45 Paisa/30sec 45 paisa/30sec
(4 Ufone and 1 PTCL or 5 Ufone number)

SMS
25 Paisa/SMS 7.25 Paisa/SMS
Ufone to all networks

All charges are for 30 seconds exclusive of tax

Special night time and weekend rates are also applicable to Ufone members in u circle
Daily charge of re 1+ tax is applicable on life plus package

Calls to one PTCL member of Ucircle will be charged @ 45 paisa/30 sec throughout the
week

Term of value package is 30 days after package activation

If the balance is consumed before the term ends just load any amount and enjoy the
benefit till the expiry of value package

Resubscribe to the value package before its term expires or else the value package will
automatically convert to life plus

Not one or two ---------- five numbers free

Five Ufone friends and family members

Free
(Midnight to 7am daily )

The facility does not include the PTCL member from your Ucircle

Daily charges for this facility are Rs 1.99 plus tax and each call costs 1 paisa plus tax

To change your Ucircle (friends and family) members dial 363

Rs 10/- plus tax are charged per member change in Ucircle list

To activate this facility dial *444*50#

Package

Call
Rs 1/min
Ufone to Ufone

Ufone to all other networks Rs 1.60/ min

SMS
50 paisa/sms
Ufone to Ufone
 Ufone to all other networks Re 1/sms

No call set up or hidden charges

All packages are exclusive of tax

Ufone

Call
Rs 3.50/hr
Ufone to ufone discount hours 4am to 5pm

Ufone to ufone 5pm to 4am Re 1.00/min

Ufone to all other networks 24 hours daily Rs 1.60/min

Ufone to PTCL discount hours 4am to 5pm Rs 3.50/hr

Ufone to PTCL 5am to 4pm Rs 1.60/min

SMS
50 paisa/sms
Ufone to Ufone

Ufone to PTCL and all other networks

Daily subscription charge is Rs 5.99

All rates are stated exclusive of taxes
Friends and family (Ucircle) is not available on this package
Limited time offer

New SIM activation

To activate your new Ufone SIM call 789 from the same SIM

Pre activated international roaming

Pre activated international roaming facility with no activation charges or security deposit

Mobile network portability

Switch over to the best network in Pakistan. Dial 03312361236 from your mobile and
transfer to Ufone without changing your code and number

Call Rs1.20/60 Sec

Ufone to Ufone or any other network 24 hours

SMS 50 Paisa/SMS

Ufone to Ufone

Ufone to other network Re 1/SMS

To activate this package dial 444 from your fone

Terms and conditions apply

This is limited time offer

Friends and family will not be available on this package

Call
Ufone to Ufone Rs 1.125/30sec

Call for 5 minutes and the next 10 minutes are free

Ufone to all other networks Rs 1.125/30sec

SMS
25 Paisa/SMS
Ufone to all other networks

For all packages

International SMS Rs 2.15/sms

MMS/64 kb Rs 5/mms

for each incoming/outgoing message

GPRS /Mega byte Rs 15/megabyte

Voice mail /min Re 1/min

Premium SMS will be charged at standard rates

International calls will be charged on per minute basis

Value added services are available on all Ufone packages

Package activation procedure

To activate any package dial 444 from your Ufone and follow the directions alternatively.
To change your package via SMS or dial code visit the package conversion section or our
website www.ufone.com

Value added services

Ufone customers are offered these amazing value added services

Utunes brings one the one stop where you can find your favorite songs and set them as
your ring back tone. Dial 666 to access u tunes you can also press * while listening to any
ufone user’s u tune to make it your own

Ushare enable ufone customers to easily share their balance with one another. To share

your balance write the recipient’s number. U 2 U then the amount e.g.
03331234567u2u50, and SMS to 828

If you run out of credit simply dial *456# and immediately receive a loan of Rs 15/-the

amount will be deducted on your next recharge

Ufone call block service allows you to get rid of all unwanted incoming calls. Simply dial

420 from your ufone and block all those unwanted calls

Music never sounded better than this, dial 555 and listen to over 15000 songs, live radio,

download ringtones make a play list or record your own song on ufone music station. To

download a full song visit wap.ufone.com from your ufone

Need to call but don’t have balance? Forget giving missed calls make a ufone collect call

and get the receiving party to pay. Simply dial 11 followed by the desired ufone number,

e.g. 1103335199942 and talk away.

Dial 676, say the name of your favorite song, ufone song catcher will find your desired

song which you can set as your Utune or ring tone. You can also identity a song by

placing your ufone next to a speaker.

Subscribe to ufone mobile internet data packages now and get mobile internet access at

discounted rates. Sms “nfo”to 800 to get tariff details.

Never loss a contact sms “sub” to 400 and ufone will store all your contacts at a secure

location with phone book saver

The simplest way to recharge your prepaid balance without having to use a scratch card.

Simply go to your nearest retail outlet and unload your account.

Make new friends and meet interesting people anonymously through your ufone in fun

and exciting way with ufone dosti. Dial 7771 to create your profile

Some things just have to be said, send a voice message to any number around the world

and truly express yourself with awaz SMS. Dial 99 followed by the receipt’s number e.g.

9903331234567 and send someone a message that will make their day.

Fine new people and make new friends. Just send CHAT to 9393 and create your own

profile. Enjoy talking to friends in a chat room or send personal message

Dedicate your favorite songs to your friends and loved ones on any network in

Pakistan. Dial 888 and follow the direction or SMS “sd” to 888

Need to include others in your conversation? With ufone conference call, connect with up

to 5 numbers of any networks at one time. Activating this service is very easy, simply

SMS “sub” to 6789.

Subscription No of minutes Validity Sms sub to Call

Rs 100 100 14 days 711 710

Rs 50 40 7 days 712 710

To inquire about minutes and balance available, *706#

7.1 Success views of the Ufone:

Success

One of the biggest strength of Ufone is the state of the art equipment that is capable to be

converted or in other words being able to adopt the 3G (3rd generation) and 4G(4th

generation). Technologies with slight introduction of new equipment thus making the

overhead costs very low as compared to the other companies in cellular industry

operating in Pakistan. The other strength for the company is the use of Digital

Technology (GSM technology) in which the scanning for the calls is not possible as the

data is transferred in the form of binary data that is encapsulated between two check bits

that can only be decoded at the receiving end and data cannot be tampered.
Ufone’s GSM 900 network includes a General Packet Radio Services (GPRS) solution,

which will enable Ufone to offer consumers wireless Internet access, e-commerce, virtual

private networking, and other value-added mobile multimedia services.

They are providing the best services to the customers at a much cheaper price. Price has

been one of the factors in astonishing success of Ufone. So this alone has spared a

substantial amount of money for them. No other competitors have the ability to do so.

“Believe in last to enter - first to venture” is strength of the company as its providing

unique services to its customer such as they are the first one to introduce the WAP

(wireless application protocol) services for its users. Ufone is the only company in the

country that’s offering the customer the service of switching their packages between post-

paid and pre-paid packages without changing their mobile numbers and also with many

other services. Another strength for the company is that its has no parent MNE

(multinational enterprise) it is the first local cellular company to operate in the country.

Calls from Ufone network to PTCL /other networks is connected via PTCL leased lines.

As per obligation of PTA (Pak Telecom Authority) to enjoy healthy cellular competition

Ufone will avail the facilities from PTCL like all other operators.

Calling Party Pays (CPP), is a universal scenario that all the receiving calls will be free of

cost and as per PTA all the cellular callers will be charged @ Rs. 2.20/ per minute as CPP

charges. These charges are also known as other operators interconnect charges.

Customers are charged as per following formula:

Airtime Charges (Ufone charges) + PTCL (Charges incase PTC line is

called) + NWD or IDD charges (Rs. 2/- per minute if calling outside

home city).
Hence, incase of International call / non-Ufone city, charging would

be under the same formula i.e. (Airtime + PTCL + NWD/ IDD) + 15%

CED.

Failures:

Just the main reason now drop of signals don’t match almost to every place and having

some problem in vice system accepted some noise when use it and almost Ufone

sometime use hidden packages while they face to public of other type and also when a

person convert Sim to Ufone service so the system don’t match right so these some

failures in Ufone system than rivals

Being a semi government organization there are some reservations in the market about

Ufone’s products and services, especially in the corporate class, which is still dominated

by Mobilink.

Another factor, which is important, is the notoriously inefficient bureaucracy of our

country. These factors may cause hurdles in the development of Ufone.

In Pakistan's due to weak economic conditions, there may be few opportunities to

achieve a big immediate increase in the number of mobile phone users. Already, about

250,000 people are hooked up with one of the three private companies that have launched

operations in the past decade. The launch of PTML could pose tough new competition

to the three existing private mobile operators - Paktel, Instaphone and Mobilink. Still, the

arrival of the mobile industry in Pakistan has at least familiarized the local population

with the concept of cellular phones.

7.1.1 Opportunities
Ufone has created a strong market image by providing better services at much cheaper

rates. It can cash on this image in areas like Baluchistan, and in rural areas of Sindh,

N.W.F.P and Punjab where there are tremendous opportunities for expansion.

Existing customers of Mobile Phones were fed up of over charging by other operators as

there are many hidden charges in the tariffs which are not shown to the customers but in

case of Ufone each and every type of charges are defined in a separate tag so that they

can be easy for the customers to understand. The reasons for introducing the prepaid

cards for the first time with six months validity that no other company was offering

before and with no restriction of consuming the card balance before the extinction of the

validation period. So this is one factor, which Ufone can capitalize to its advantage. With

their inexpensive charges and good quality service they are in a position to develop the

image of cell phone as a necessity i.e. no more a luxury.

7.1.2 Threats:

A potential threat to Ufone could be the privatization of PTCL. After the privatization of

PTCL in 2003 Ufone no longer enjoy the monopoly of PTCL, which has contributed a lot

in the success of Ufone. Unfortunately, this policy is devoid of understanding of

technological advances and global market trends and the PTC is quickly assuming the

role of a lame duck as opposed to its desired role as a golden goose.

Apart from losing the patronage of PTCL they will also have to face tough competition

from foreign companies, many of which will start operating in 2003 after the

implementation of WTO. So there are tough days ahead for Ufone. And Ufone will have

to prove that its initial success was no flash in a pan.

Another threat for the company is last to enter in the industry as it is new in the field so it

takes a lot of time to overcome various problems faced at the moment which other

companies have taken care of in the past.

7.1.3Major Findings

After analyzing the collected data we have found that:

• The cellular phone market of Pakistan is still unsaturated and there are vast

opportunities for the companies operating in Pakistan. Ufone has the biggest

opportunity to take advantage of this situation because of its customer friendly image.

• Ufone has succeeded to a great extent in changing the image of the cell phone

from a luxury to a necessity and it has precisely set the stage to give the cellular

phone to low income brackets and students.

• Ufone is the only cellular phone company making the base for the latest

communication trends in Pakistan.

• Generally customers are satisfied with their coverage, call connectivity as

compared to the competitors. But they need to improve it to compete internationally.

Also major improvements regarding seamless coverage on highways and in

basements are needed.

• One of the factor that is vexing Mobilink customers is the fluctuation in tariff

rates.

• Ufone’s staff is cordial towards its customers. The customers of Ufone are

generally satisfied with the billing and staff courtesy. The introduction of online

billing facility has won the heart of customers.

The non-availability of Ufone’s connections is resulting in the loss of potential

customers.
7.2 Major Competitors of the Organization

A Review of Pakistan’s Cellular Phone Industry

In year 1990 Paktel and Instaphone launched services

In Pakistan .at that time the cost for keeping a cellular phone was quite high and it was

known as “Rich Man’s Toy”. As few people could afford it so the companies provide

their services in selected cities only. Due to high level of

Bad Debts

Companies

in effort to regain control introduced Security Deposits against the packages during year

1991-1993.

In year1994 Mobilink

GSM was launched on the block. During year

1995. The Government affects the business of cellular companies a lot as to political

usability and security purpose they have to shutdown the business in Karachi. To regain

the situation in hands companies started to cut prices of their packages. Instaphone went

for north after Paktel. Mobilink stated to penetrate the corporate sector.

1997 was the year when there were big problems for Mobilink and Instaphone as the

Mobilink’s technical partner “

Motorola” gets rid of Mobilink and Paktel and went for sale.

Mobilink launches pre paid package “Jazz “in

1998 which was a big flop for the company. Same year PTML was granted with the

License and
Paktel was still up for sale. Year 1999 was the best time for the cellular industry as the

prices came down a lot and there was a tremendous growth in the market. And there was

an

Anxious wait for PTML to launch it services.

Cellular Market Activated once again in year 2000 as “

Jazz” was re-launched. Paktel was finally bought and at the user end CPP (calling party

pays) was introduced.

7. 2.1 Paktel

Paktel is the pioneer cellular phone operator in Pakistan. Paktel started its operations in

April 1990. It was launched by Hasan Associates (Private) Limited Karachi in association

with Cable & Wireless of United Kingdom. Cable & Wireless is one of the biggest

cellular companies in the world with operations in more than 55 countries. Paktel operate

on AMPS or analogue system, which have Radio Base Station (RBS) and Mobile

Switching Center (MSC).

The Head Office of Paktel is situated in Islamabad. The company is operating in three

regions namely North, Central and South, and is offering its services in 21 cities across

Pakistan.

Although Paktel brought a revolution in the field of telecommunications by launching the

first cellular service in Pakistan but subsequently they failed to maintain the lead as they

did not introduce any new innovations in their products and services. They didn’t launch
prepaid cards till the year 2000, while Mobilink and Instaphone are offering prepaid cards

since 1997-98. So Paktel though managed to gain an early advantage but they failed to

capitalize on it.

At the moment Paktel is concentrating more on middle and lower middle class where

there is still tremendous potential for growth. For last few months the company has also

concentrated on improving its value added services that were very limited some time

back.

Value Added Services

Paktel has improved a lot in last few months in terms of value added services offered.

Now it is offering a variety of value added services like; Voice Mail, Call Forwarding,

Conference Calling, Call Waiting, Call Barring and Caller Line Identification.

Paktel Strength
• Brand name

• First to enter the industry

• Customer loyalty

• Nationwide coverage

Paktel Weaknesses

• Confusion in taking decisions

• No Prepaid Cards till year 2002.

• Billing system is weak

• CS procedures

• Call center

• Morale of the staff is low due to no job security.

Paktel Vs Ufone

At the moment, Paktel is concentrating more on rural areas to expand its customer base

so it is not expected to pose any serious threat to Ufone, but Ufone should try and expand

its rural presence, which has got a very good potential for growth.

7.2.2 Instaphone

Instaphone (Pakcom Ltd) is a subsidiary of Millicom International Cellular (MIC) S.A.,

based in Luxembourg. MIC S.A. Instaphone was the second cellular phone operator to

start its operations in Pakistan. Instaphone presently has a subscriber base of 65,000/-

nationwide.

Instaphone is offering its services in Islamabad, Rawalpindi, Jehlum, Lahore, Faisalabad,

Gujranwala, Gujarat, Sheikhupura, Sargodha, Hasanabdal, Hattar, Mardan, Risalpur,

Nowshera, Jehangira, Pabbi, Peshawar, Quetta, Karachi and Hyderabad-making it the

only cellular phone company operating in all provinces of Pakistan. Also, Instaphone is

the only company providing uninterrupted service throughout Lahore to Peshawar on

G.T. Road.

Instaphone has been in Pakistan’s market for over ten years and enjoys a good brand

image among mobile phone users. In spite of heavy competition among cellular phone
companies in this region, Instaphone is renowned for developing strategic customer

service facilities. Instaphone was also the first to launch prepaid services, which was later

followed by its competitors Paktel, Mobilink and Ufone.

As a part of on-going investments in Interphone’s cellular infrastructure, their transaction

from AMPS to TDMA technology ensures customers access to real digital benefits,

including a congestion free environment, instant connectivity, optimum sound clarity,

call privacy, enhanced battery life, and a plethora of digital value added services.

Value Added Services

To further facilitate the customers, Instaphone offers a wide variety of Value-Added

Services like CLI (caller line identification), Call Waiting, Conference Calling, Call

Forwarding, billing information through e-mail, customer services through e-mail and

Payment of monthly bill by checks through TCS Drop Boxes.

Instaphone Strengths

• Very strong in the lower end

• Very Strong Retail Network all over the country

• Perceived stronger coverage than Mobilink

• Quick decision-making

• High morale of the staff

• Strong and consistent brand image

• Knows where it’s going

Instaphone Weaknesses
• Investment Shy
• Network deployment Speed

• Poor market image

• AMPS

• Call center

• IR

• VAS

• Low corporate market penetration

Instaphone Vs Ufone

In comparison to Ufone, Instaphone has developed a strong customer base in relatively

rural areas like Nowshera, Hasanabdal, Jehlum and Shiekhupura. It will be a tough

challenge for Ufone to penetrate in those areas.

7.2.3Mobilink

Mobilink GSM is providing state-of-the-art communications solutions to more than

350,000 people in Pakistan. They are the first cellular service provider in Pakistan to

operate on a 100% digital GSM technology.

In addition to providing advanced voice communication services, they also offer cost

efficient data services to their customers. Keeping in mind the customers’ convenience,

they also deal in mobile handsets, sold either independently or bundled in All-in-One

Packs.

Mobilink GSM has the most efficient distribution channels that facilitate the sales of their

products and services in more than 30 cities and towns across the country. These include:

• An in-house Sales Team

• Mobilink GSM Centers (Pakistan’s first franchised network in telecom.)

• Connect Point-Of-Sales Express Shops (POS)

Value Added Services

These services include Short Message Service (SMS), Mobilink GSM-The News Info

services, Mobilink GSM G-Mail, Mobilink GSM Fax & Data Services, International

Roaming, Secure Communication and Innovative tariff structures.

With increasing usage of the Internet and the convergence between data and cellular

technologies, Mobilink’s focus is on the integration of Internet with its cellular offering.

With this objective in mind, they plan to invest heavily in Value Added Services, which

will result in increasing the efficiency and effectiveness of cellular communications for

their customers.

These include:

• High Memory Capacity SIM` s

• Mobile commerce & Mobile Banking with a number of Banks

• Personalized services like Wake-up and Reminder calls.

• Bill presentment on the web site.

• On-line bill payment facility for customers.

• Wireless Application Protocol (WAP) services for customers to access Internet

• Applications on WAP enabled Mobilink handsets

Mobilink Vs Ufone

As far as quality of the service is concerned Ufone is far ahead of Mobilink. Their

equipment and technology is much more sophisticated as compared to Mobilink. Other

weaknesses of Mobilink include a perceived poorer reception and coverage, mismatch

between staff and customer and inconsistent policies of the management.

Their strengths include an up market image, prepaid card, strong corporate presence and

good advertising. Ufone should discover ways through which it could expand its

corporate presence. Mobilink also has an edge over Ufone in terms of area that Mobilink

is covering. Ufone should expand its coverage to all major cities and highways.

Mobilink Strengths

• Prepaid Card

• GSM perception

• Up-market Image

• Strong corporate presence

• IR (international roaming in more then 50 countries)

• Billing

• High Advertising Budget

Mobilink Weaknesses

• Perception of weak coverage

• Pricing perception

• Inconsistent Policies

• Customer dissent

• Staff/customer mismatch

• Reaction time to queries and customer cases

ZONG

Much more pioneer emerging service at place of paktel it is now China Company if we

considered this with other companies now that is very vast and going so fast to future

much more value added services and packages axtra balance and other much more

facilities provide to public the company take place equality in rates with ufone. They are

provide 100% digital technology now almost every one use ZONG service if the

sequence has going this like as now then the future will be of ZONG.

But if compare to ZONG with Ufone then according very cheap rates

Strength of ZONG

Strong packages policies making

Strong commitment to public

Lower rates

Complete signals

No hidden money cutting

Solid messages service

Strong coverage

Weaknesses

Signals dropping sometimes

A problem sometimes when load to card

Message drop sometime when take easy load

Ufone Vs ZONG

Ufone has very lower rates than ZONG yet rather ZONG want take top position in

market ufone give much more packages day and night than ZONG when the service
changed to Ufone then give facilitate so strong extra minutes Ufone to Ufone free for

next two days with loaded extra balance also. Huge messages bundle cheaper in world

than all communication industries and also cheap from all to world calling lower rate

from all.

7.3 Future prospects of the organization:

Ufone takes pride in setting standards through market initiatives and is the first cellular

company in Pakistan to:

 Offer real value for money packages

 Introduce 6 months free incoming

 Offer 32k Power SIM

 Start GPRS / MMS / WAP Data services

 Offer Real VPN System for corporate clientele

Ufone is the only GSM Operator with 2.5G GPRS service, which is the ‘next generation’
technology and offers:

 High Speed Data Services through Your Ufone

 WAP Data Services

 Multi-Media Messaging Service (MMS)

 First Class Customized Data & Voice Solutions for our clients including Mobile
Office

 Offer Real VPN System for corporate clientele

Also with these issues I want to recommend to Ufone as adviser to stable these some
points in future to want possibility and shown itself policies as well against competitors
the following points are very important for that.

 Using strategic planning to gain control over decisions and resource

  Doing strategic planning only to satisfy accreditation or regulatory requirements

 Too hastily moving from mission development to strategic formulation

 Viewing planning as unnecessary or unimportant

 Being so formal in planning that flexibility and creativity are satisfied

 Resolve all those activities that are irrelevant and unsatisfactory in future

 Set up new technological and computerized systems against competitors in future

 Looking vision as better that what they should requirements and demand of
consumers

 Creation policies as better to view management objectives against competitive

companies such are: Mobilink, Warid, Paktel etc

 They should have strong coverage than competitors while something bad is being

 Application of policies for long time

CHAPTER # 8

8.1 Shorts falls/weaknesses of the marketing department:

The critical analyses of the management patterns of Ufone should known about some
weaknesses that can be appreciate to selective process.

Quality through dealers

Showing quality through dealers take in important role for company because these are

basics no delay in it. This category could give to company top priority. Provide quality

service is very important, to manage dealers as well what the market demand and what
the market targets, dealers the positions which should active according to company

achievements. Dealers have the main steps which have more responsibilities, to provide

the service by time, to manager customers as well, showing good ethical behavior not

including interfere, bareness should abroad, and also should taken more well possibilities.

Franchises in nearby locations feeling rest by customers that should no problem

For customer facilities the company should locate offices to look good markets where the

position should important. If the appointment of offices be stable according to correct

places so that will be very profitable for company b/c the demand of customers will be

accomplish how they want and all the problems will be remove as better.

Should have professionals for long term commitment

The company should safe itself professional, experience and qualitative persons that
could clearly focus to organizational targets against competitors, and provide good
services where opportunities and demands and clearly define where should remove any
bad position.

Build a strong and positive image of the company.

Company image should strong currently and for future but it is totally related with

performance how they can adopt the issues. And also record should clear no confliction,

distortion and other bad statements by which the company moves to poor performance in

it totally chance of bankrupting

Attractive organized setup

The recent setup should be also very strong and should create innovations, new

technologies, new emerging systems, and also take up new positions with spending time
are very important. Easy system should involve that easily facilitate customers. Remove

interferes and gain stabilities can take up to company on top against rivals.

Close cooperation with consumers

The company managers, subordinators, marketers and simple workers should close

cooperation with customers, should own great ethics with customers that they don’t feel

any problem anywhere.

Combine promotional activities.

The company should cluster all workers to target only one achievement that is profit but

for those requirements the company should maintain a complete system in which all

facilities done according to market demand. Also should emergence all promotional

activities that complete target market demands.

Trainee and professional managers, workers and other subordinates

Training of employees has an important role of any business, the great possibilities are

done through large manage equipments, trainers and by large facilities that have done by

any company that facilitate the whole business environment as better.

Now recently the big challenge for Ufone much more of competitors in market then

Ufone will take deep struggle to maintain its position in markets so for this Ufone should

take new technologies with new packages.

 CHAPTER # 9
Conclusions and recommendation for improvement:
9.1 CONCLUSIONS

At Ufone, it’s always about you. In order to evolve with our customers and to keep pace

with your needs, we rejuvenated and revamped our image by changing our visual

identity. With a fresher look than is accepted and appreciated across the board by people

of all ages, we aim to connect with you and provide you state of the art services. No

matter who you are, where you are, what you want to say, how you want to say it or how

you feel, you are our focus. Because at Ufone, it’s all about U!

Ufone GSM has two different Packages i.g Prepaid and Postpaid Connections. The Cords

of Prepaid Packages available in the Market is, Rs. 250/-, Rs. 500/-, and Rs. 1000/-

The company provide to Customer and Franchiser different incentive in order to promote

his sales.

Although Ufone has a tremendous market share in NWFP, but still there are some factors

exist which stop the company from further improvement in the area, some are;

• Deduction of Taxes from new screech cards.

• The company in not expanding their marketing territory as they have an

opportunity to enter in Afghanistan.

• Lack of training for sales forces.

• The company has not provided vehicles for sales forces.

 • The services of company are not good as expected.

• The company needs to increase more free incoming time.

• Small number of Packages.

9.2 RECOMMENDATIONS.

I will update the following some suggestions to company to move toward big

stabilization in future such are:

Basement is important

First of all every company should make an ideal and researchable product that could view

easily the consumer’s mind. The first Marketing planning and research both are

fundamentally points than setup a business.

After this if the company wants to gain more shares and stabilization then that should to

plan a strong position in market and for this, planning and research over business

environment is very important.

The company should Create and innovate new advance technologies against
rivals with respect to time spending.

Recently environment is depending by competition and takes up advance positions what

the correct target and how many the company should to stable and increase his assets.

Similarly the correct data information about progressing to be collected to help identify

or react a problem or opportunity. The company should issue new packages to facilitate

customers that how the customers feel yourself as better.

The company should introduce to appreciate customers by long term profitable incoming

and outcome communication services to which they feel as better against competitors.

To give protection, security to customers can proceed to doing smooth business.

Satisfaction and security should addressed by any company about products to customers

that how many they safe and want what they demand. So for this the company should

settle a secure system by which the company could satisfy customers and the procedure

should in progressing. The company functions and policies should be broad and strong

b/c these are the basements of the business.

Testing markets and customer wishes references suite to conduct clearly marketing

planning and this is the nature of marketing research.

The company should keep skillful human resource to doing activities as better
against competitors.

Humanity gaining and power can possible any system as strong and human resource

should be enhancive educated persons that clearly satisfy the whole system. And also The

Company should to precede high speed data services. But great depend by human

installed more warm to invented more inventions and to be make more fast.

The company should Offer Real VPN System for corporate clients. Also the company

should Start GPRS / MMS / WAP Data services. The stabilization of good human

resource can activate toward a best position in competitive environment.

The company should maintain a solid system that satisfies as better than
demand.
Well known information and references from followers in marketing research can

promote the process to the high level. Also should a researchable environment about new

things and innovations and for this the researchers should be most talented and

experience men because these are consider the keys and the backbone of the company.

Meaningful protection, transportation, equipments and so many other services those

should not ignore, and only these can be promote the product to world widely.

When the company introduces the product according to new advance and new

methodologies and advertising, so that company will attain well known positions in every

market demand

Basically new innovative technology is the substantially rightness of a product.

Creation of new policies, functions toward positioning strategies can update

stabilization to whole life of the product

Day to day make new policies about product positioning and discover new markets in

which has not settlement of the company against competitors for those should be made

great objectives and functions as booming. Attractive labeling and brands can stable the

best position of the product.

The good positioning of the product to any market can promote the company revenue and

profit very fast. So they should to apply.

When the company will test and measure the basements of the product or services so that

setting will present itself to whole societal situations.

The company should introduce Multi-Media Messaging Service (MMS).

Also satisfy WAP Data Services.

 CHAPTER # 10

References & sources used

References:

• Mr. Abad Gul (Director Franchise)

• Khan Faraz Khan (Franchise Manager).

• Hamid Hussain (Sale Manager)

Email address ufrpwr0004@gmail.com

Telephone Number 091-2566555
Office Address 4-5 Saddiqi Mansion Hashtnagari Peshawar

Sources:
Marketing management (Philip kotler)

Principal of marketing (Philip kotler)

www.Ufone.com .pk
www.answer.com
Professor Shah khilji (Tutor of AIOU Campus Peshawar)

.
 CHAPTER # 11
Annexes:

Value Added Services:

Ufone is offering different kinds of value added services just for the convenience and

satisfaction of its customers.

Value added services

• No charges on receiving SMS

• Rs. 1.5/message for outgoing message

• CLI

• Voice Mail Call Conference*

• Call Waiting / holding*

• Free SMS messages

(* Available only on post paid packages)

Short Messaging Service (SMS):

Ufone SMS provides one with the option to stay in touch with other mobile customers

around the country in an economical way; one does not even have to talk.

With Ufone SMS all one needs to do is to type maximum 160 characters message and

send it to other person’s phone. They can see your message right then and there or

whenever they turn their Ufone on. Ufone will ensure delivery of the message anytime

and anyplace where Ufone has coverage.

Ufone customers can avail this facility at a mere cost of Rs.1.50 per out going message.
Wireless Access Protocol (WAP)

In simple words WAP is Mobile Internet! WAP (Wireless Application Protocol) is the

standard way for a mobile phone to access and receive content from the internet .one can

browse thousand of WAP enabled pages, get information like news, weather etc. and

entertain him with jokes, games, and communicate using email.

WAP is designed for handheld devices like mobile phones and PDA’s etc.

Some limitations of this equipment require special type of content. These limitations

include low-resolution screens, smaller displays, and lack of mouse or keyboard. One can

therefore access only WAP enabled (WML) pages on the Internet

Numbers of WAP pages are growing at a phenomenal speed and already there are tons of

WAP content on the Internet for one’s consumption. For finding sites of particular

interest. One can use any of the WAP search engines.

Ufone is the only service in Pakistan that is offering WAP services for its customer.

All one need to have is a:

1. Ufone Postpaid connection

2. WAP enabled mobile phone

Other Services

Ufone – Info Service

Ufone has the answer for U in an instance. One can either get a daily update via SMS.

Push or retrieve the information require via SMS Pull.Ufone Info-Pull Service

Just send the short codes via an SMS message to 120 and one will be updated with the

information requested. For example to know the daily horoscope just type three letters of

star sign. A charge of Rs.1.50 only is applied whenever send an inquiry.

Ufone Info-Push Services
All one need is to subscribe for the Push Services and will get updated with the

information choose at the time. Ufone e-mail is available only to customers subscribing

to Ufone info-push Service. Use Ufone mobile to send and receive email messages. For

this one has to create a private Ufone mobile email address. One can use email account

from any where in the world to send email messages.

Ring Tones

Ufone offers 90 ring tones to choose from. Ring tones can be downloaded via SMS.

There is no additional charge for down loading ring tones, and will just be charged for

normal outgoing SMS charges.

Pakistan Telecommunications Corporation (PTCL), the state-owned telecom monoply, is

slated for privatization later this year. In addition, cellular market with a penetration of

0.25 percent is growing quickly because of aggressive deregulation and lower tariffs. The

current 450,000 cellular phone subscribers is forecast to swell to one million by 2003

thus offering excellent opportunities for us firms.

Pak Mobile Telecom Limited (Ufone), Pakistan's newest GSM provider is a subsidiary of
Pak Telecom Company Ltd, the government-owned telephone company which is the
subject of moves to convert it to private ownership.

Nothing could be farther from the truth referring to mobile phone affordability for any

individual, and added, be it a housewife, a taxi driver, a school going child, teenager or

small trader. Rates and tariff that are designed in such a way that will suit various

segment of the society.