Submitted to. Prof. Usman M.

Ghouri

Wateen Telecom Founded Founder Headquarters Industry Products Parent company Website 2007 Abu Dhabi Group Lahore, Pakistan Telecommunication Wimax, Abu Dhabi Group www.wateen.com

HISTORY AND BACKGROUND

Wateen Telecom is the Abu Dhabi Group's latest venture in Pakistan . After the successful launch of Warid Telecom in Pakistan, which has a subscriber base of over 10 million customers in 145 cities, Wateen Telecom has been set up to become the leading "Carrier's Carrier" providing services based on quality, reliability and affordability in the communication and media sector. Wateen Telecom is Pakistans one of the largest communication company in the private sector that has helped moving forward the country into a digital revolution with its ability to seamlessly connect and enable smarter, faster, cost-effective and flexible communication solutions to reach its customers. COMPANY Wateen offers a complete range of carrier class telecom and multimedia services like wireless and fixed line telephony, broadband for data, internet and TV/multimedia along with a host of other value-added services and applications like, DTH, Longhaul, Metro Rings, HFC, VSAT, WiMAX etc., to set the standards for a new era of communications and entertainment in Pakistan . Wateen Wimax is : New arrival in Pakistan Covering almost Complete Pakistan largest Communication Company in private sector of Pakistan Seamlessly connect, cost effective, flexible Offering a wide range of carrier class telecom and multimedia services Setting the standards era in Pakistan

4 Ps of marketing
1. PRODUCT
WATEEN WIMAX Satellite system Better Quality Freedom from Cable Guy Watten wimax is mixture of consumer and industrial product (According to its usage) it is a internet brand banned that provide as many internet facilities. Watten offers you a complete option freedom to connect friends and also provide facilities to internet user. Wimax is latest technology in Pakistan internet field with the following: Video games Movies Connect with friends High speed Geographic mobility

What is unique about Wateen WiMAX

Wateen WiMAX is a true broadband solution that provides an "always on" connectivity on wireless technology. Wateen WiMAX provides customers hassle-free and immediate access to high speed Internet and Voice services simultaneously. WiMAX is an internationally recognized standard for wireless broadband connectivity and Wateen is proud to have commercially launched the first 802.16e compliant network in the

world and usher Broadband in Pakistan so that people can enjoy revolutionary, affordable broadband communication and media services

Wateen products
.

WATEEN WIMAX

Product life cycle

Introduction growth Maturity Decline Wimax can be considered as in Growth rate as It has increasing sales, Promotional activities are high and It has recognization among people. Wateen Wimax is gaining Popularity and have many costumers who are switching to Wateen.

2.Price

Tarrif of Wateen WiMAX Broadband is as Under. Watten telecom use the innovation pricing. They use skimming pricing strategy. for the first time in Pakistan company introduce student package business packages

Also provide some packages

Wateen Broadband WiMax Internet Wateen offering wireless internet connections in USB/WiFi devices which are 256kbps/512kbps/1Mbps. Offering unliminted,10GB and 5GB packages. IMbps package as low as 699 Rs Per Month Only. Wateen Brings Wimax Wireless Internet in USB and wifi devices No need of Telephone Line Installation within no time at customer Premises Home delivery service free of cost Unlimited Packages, Prepaid/Postpaid Packages Just on one call get Wateen Connection . Portability(Moveable) is another important feature, You can use Internet anywhere in 22 major cities of Pakistan . Device we will provide is small in size and you can carry it anywhere with you Join Wateen online gaming zone for Free Offering unliminted,10GB and 5GB packages Monthly Charges for 1Mbps Packages 1Mbps/5GB in 799Rs, 1Mbps/10GB in 1199Rs, 1Mbps/Unlimited in 1499Rs Subscription of Indoor/Outdoor CPE (one time only) Subscription for unlimited & 10GB packages RS. 1000 Subscription for 5GB packages RS. 1500

Basic Package:
The pricing is sensitive and prefers price over variety and quality of internet facilities. Its package is targeted to segmented, with basic features of wimax. The packages pices are reasonable for both business and home use.

Premium Package:
This package is targeted to segment SEC BC , with basic features of wimax plus the facilities, and with unlimited downloading. It is because segmented demands variety and quality of internet service , but also it does not want to pay a higher price for the service. Therefore, a package with more number of facilities than basic package, which fits into their buying capacity, is suggested for segment.

3.Promotion
Company totally advertise their product. Wateen use all promotional tools instead of public realtioning they use all medium for advertisement .

Broadly speaking the promotional goals of the company are:

1. To create awareness about wateen wimax(without cable)

2. To encourage people who use cable

The company plans allocate a substantial chunk of its budget for spending on communication through electronic and print media for initially. Reema signs as Wateen's Brand Ambassador Reema, a celebrity with an immense fan following around the world, signs with Wateen as the Brand Ambassador. She was formally introduced to the media through a press conference

4. Distribution
Distribution is one of the important decisions to be taken by the company. The company aims for 100% geographical coverage though in phased manner. It involves delivery of service to end customer, and starts from purchase of equipments, their installation and service. For this our own sales force and trade partners are very important. For this the company distributes total area of service in to manageable zones for like North, Central and South. The company plans to open Sales & Customer Service Centers at various major cities and towns in these zones. However, keeping in view of the nature of the service, new orders as well as customer complaints are managed electronically. For this purpose the website of company is playing a major role. For example if somebody logs on to website of the company and shows interest in purchasing system of Wateen, he can be asked to fill an information form electronically proving all necessary information of geographical location of the customer. This information is passed on electronically to the relevant area service centre or nearest

franchisee through MIS of the company to contact and provide necessary service

Coverage:
Wateen is currently providing mainly outdoor and limited coverage in the following cities: Abbottabad Jhelum R.Y. Khan Bahawalpur Karachi Sahiwal D.I. Khan Lahore Sargodha Faisalabad Multan Sheikhupura Gujranwala

 Okara Sialkot Gujrat Peshawar Sukhur Hyderabad Quetta Islamabad Rawalpindi

Segmentation of product Age.

Pakistans population has been growing at a decelerating pace, from 3% in 1981 to 2% in 2004. It took almost 23 years for population growth to decline by just over one percentage point. Decline in the mortality rate owing to the elimination of epidemic diseases, improvements in health facilities, and a modest decline in the fertility rate resulted in negligible decline in population growth. About 50% of the total population falls in the age bracket of 0-19 years. In absolute terms, about 83 million people, equal to the total population of Germany , in Pakistan are below the age of 19 years. However, the decline in population growth and death rates indicate the future changes in demographics of the population. The proportion of the 0-19 age

brackets will continue to decline, while the 20-39 age brackets will continue to increase. It is expected that 30% of the population will be in the age group of 20-39 by 2015. A substantial number of households run their own businesses or are selfemployed. The major businesses are import/export, manufacturing, and retail. The nature of business also varies by region. Sialkot is the major centre for leather products, sports goods, and surgical instruments, which are exported all around the world. Faisalabad is home to the textile sector, whilst the major hubs of the financial and industrial activity are Lahore and Karachi . People in rural areas are mostly connected to agriculture. Recognizing the growth of the middle class, several multinationals have expanded the scope of their businesses in Pakistan . Services have also witnessed an enormous growth, offering attractive jobs and careers. IT is another sector that has raised the bar with respect to pay scales, especially in the metropolitan areas.

Education
Majority of the population with primary or no education live in the rural areas of Pakistan . Ideas regarding the importance of education are changing, aided by government programs to promote education. There has been an increase in the number of people attaining a level of education. Currently, the literacy rate is 54% in Pakistan . The government plans to improve it to at least 65% in the coming years. The main target is the rural areas where lack of educational infrastructure and awareness are the main constraints

Consumer income
The increase in incomes of the middle and upper-middle class, led by the growth of the industrial and the services sectors, has had a significant effect on consumer lifestyles. With fewer individuals in a household, and the increasing number of women in the workforce, consumers have limited time at their disposal. There is, therefore, an increased reliance on consumer durables by the average household. This means that demand for appliances has increased noticeably. Items such as microwave ovens tumble driers, and CD players, which were considered to be luxuries, have now become regular items in the urban household. However, appliances such as dishwashers and vacuum cleaners are not so common. The reason for this is that cheap domestic help is available. Dishwashing and house cleaning is usually done by maids and cleaners in the urban areas. The usage of mobile phones has also increased dramatically. In fact, the demand for mobile phones grew by more than 10 times over the 2-year period ending in 2003. Similarly, cable television gained immense popularity in the urban areas, leading to a greater demand for color televisions.
Reference Reference http://indexmundi.com/pakistan/economy_profile.html

Pakistani consumers becoming more quality conscious

Pakistanis, in general, are becoming more quality conscious. They are fully aware of the leading brands in consumer

appliances, and now demand after sales service and warranty for products purchased. This is evident by the number of branded American, Italian, and German products that are readily available. It reflects changes in the buying behavior of the customer, and an increased sophistication level of consumers. Pakistanis seem more ready to adapt to new technologies that provide comfort and convenience. The advent of Chinese products is an important development, leading to a general reduction in prices, and hence increased affordability for consumers, which has further enhanced the trend for the increasing demand for durables, especially amongst the lower income consumers, as they are more price sensitive than other segments of the population.

Technological.
Technology is most attractive for customers if new. Wateen use latest form of broad band in internet services withut cable for the first time in

Pakistan . before wateen wimax no broad band internet without cable in pakistn so wateen use new technology in internet broad band market. WiMAX is one of the latest technologies that have been introduced in Pakistan and it has acquired a huge number of subscribers in a very short period, because of its features, such as high-speed data transfer, wireless availability and integrated services including telephony and VoD. Wateen is the pioneer of WiMAX in Pakistan and it has survived over a long period, being the only WiMAX provider in Pakistan .

Now, Mobilink has also launched its WiMAX services, which brings a competition among both of these companies. Both, Wateen and Mobilink are integrating their services, offering new projects and doing a competitive business these days. At this point, Wateen gets a benefit because of its already established network and working experience, which has highlighted several issues that were unnoticeable before executing of the entire project. Wateen and Mobilink are investing heavily on enhancing their services. Wateen has an advantage of its already built network where investment simply means an upgradation of the entire system while Mobilink will have to set new roots for promoting WiMAX culture in Pakistan . The current market graph for Mobilinks WiMAX is continuously decreasing, even after having observed all the facts and figures of Wateens performance for over a year, Mobilink is still unable to provide a quality service Economic With a per capita GDP of about $1042 in 2006, the World Bank considers Pakistan a developing country. No more than 48.7% of adults are literate, and life expectancy is about 63 years. The population, currently about 165 million, is growing at 2.09% annually. The Gross Domestic Product in the country was $106.3 billion (est. in 2007) with an annual growth rate of 6.4 percent in the same year. The following graph shows the annual average growth rate of the GDP in the economy. However post elections scenario does not support the figures shown by the previous government. Economic experts say that these numbers were cooked up; most of the foreign direct

investment shown was actually US aid coming in the form of military support for war against terror. The Shaukat Aziz government also received support from world bodies like the World Bank and International monetary fund. After September 11, 2001, and Pakistan 's proclaimed commitment to fighting terror, many international sanctions, particularly those imposed by the United States , were lifted. Pakistan 's economic prospects began to increase significantly due to unprecedented inflows of foreign assistance at the end of 2001. Foreign exchange reserves and exports grew to record levels after a sharp decline. The International Monetary Fund lauded Pakistan for its commitment in meeting lender requirements for a $1.3 billion IMF Poverty Reduction and Growth Facility loan, which it completed in 2004, forgoing the final permitted tranche. U.S. assistance has played a key role in moving Pakistan 's economy from the brink of collapse to setting record high levels of foreign reserves and exports, dramatically lowering levels of solid debt. A major part of the $3 billion five-year U.S. assistance package to address Pakistan 's long-term needs in the health and education sectors. Also, despite the earthquake in 2005, GDP growth remained strong at 6.6% in fiscal year 2005/2006. In 2002, the United States led Paris Club efforts to reschedule Pakistan 's debt on generous terms, and in April 2003 the United States reduced Pakistan 's bilateral official debt by $1 billion. In 2004, approximately $500 million more in bilateral debt was granted.

Competitor analysis

When wateen launch wimax broad band no one in pakistan direct competitor of wimax . but many others indirecct competitors are present. But now this time after launching wimax broad band many direct compatitors are also launch their produts in field of internet broad band for compute wateen wimax

Indirect compatitors
Ptcl(broad band) Pakistan on line o Cyber net
o Nexlinx dsl

o Real Pak internet

Direct competitors
Fowlloing are the broad bands who compete wateen in market directly Mobilink broad band Zong witribe Qubee broad band Worldcall wirless Proxim world class wimax 4G networks CMPAK networking

After careful analysis we conclude that wimax is a unique broad band for internet problems. Wimax provide solutions of all problems related to internet .

References
PEMRA Economic survey Press releases, internet forums. http://www.economywatch.com/world_economy/pakistan/ Consumer Life Style Reports

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