Anda di halaman 1dari 36

Reshaping Lives

Orascom Telecom Holding S.A.E. (Orascom Telecom) is a leading mobile
telecommunications company with GSM operations in seven emerging markets in the
Middle East, Africa and South Asia, having a total population under license of
approximately 460 with an average mobile telephony penetration of approximately 8%.
Orascom Construction Industries (OCI) is a leading cement producer and construction
contractor active in emerging markets.
Orascom Hotels and Development (OHD) is the primary designer, developer,
contractor and marketing force behind the highly successful El Gouna (Red Sea, Egypt),
Taba Heights (Sinai, Egypt), Tala Bay (Aqaba, Jordan) and The Cove (Ras El Khaimah,
UAE) projects. OHD is also one of the key private players in the tourism sector and the
largest single hotel owner in Egypt.
Orascom Technology Solutions (OTS) is one of the leading IT and communications
solutions providers and system integrators in Egypt, with more than 400 major customers
involved in a variety of businesses. Casting a wide net over the technology sector, OTS’
business activities include sales, support and services for large-scale computer systems,
software, telecommunications products, internet security systems, telecommunications
software solutions and turnkey project management.
1.2-Orascom Telecom Holding S.A.E.
Orascom Telecom Holding S.A.E. ("Orascom Telecom") or ("OTH") was established in
1998 and has grown to become a major player in the telecommunication market.
OTH is considered among the largest and most diversified network operators in the
Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate
mobile services in North Korea. Orascom Telecom is a leading mobile
telecommunications company operating in six emerging markets having a population
under license of 430 million with an average penetration of mobile telephony across all
markets of approximately 44%. OTH operates GSM networks in Algeria (Djezzy),
Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and
Zimbabwe (Telecel Zimbabwe). OTH had exceeded 77 million subscribers as of June
Orascom Telecom operates GSM networks in:

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Algeria ("Djezzy")
Pakistan ("Mobilink")
Egypt ("MobiNil")
Tunisia ("Tunisiana")
Iraq ("IraQna")
Bangladesh ("Banglalink")
Zimbabwe ("Telecel Zimbabwe")
OTH has positioned itself as a leader in the region for its diverse GSM operations with
various GSM support and Internet operations. One of OTH's main strategies is to
create its own non- GSM subsidiaries to act as a backbone of support for its regional
GSM operations. OTH has achieved this by dedicating financial, technical and
management resources for supporting its subsidiaries. This includes network support and
installation of GSM operations, equipment procurement, handset procurement and
distribution companies, Value Added Services, and Internet operations. OTH is dedicated
to providing the best quality services to its customers, value to shareholders and a
dynamic working environment for its nearly 20,000 employees.
To become one of the worlds leading telecom operators providing the best quality
services to our customers, value to our shareholders and a dynamic, challenging and fun
environment for our employees.
1.4-Mission statement
Our mission is to satisfy all communication needs of the developing markets which we
serve. It is our belief that there is viable economic model to serve emerging markets
while availing affordable quality. We are racing to serve the largest possible number of
customers, covering the most populous countries in the world. We believe that by
positioning ourselves as the primary provider of communication services, we are shaping
the future of the markets we serve.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

1.5-Orascom Board
Naguib Sawiris
Chairman & Chief Executive Officer

Mr. Onsi Sawiris

Board Member

Mr. Alex Shalaby

Board Member

Mr. Khaled Bichara

Board Member

Mr. Hassan Abdou

Board Member

H.E. Ahmed Maher

H.E.Francois Dopffer

Dr. Khaled E. Ismail

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Dear All,
Orascom Telecom has continued its progress as it
penetrated the extremely attractive market of Bangladesh
which has a very high population of 140 million, low
mobile penetration thus great potential for growth in mobile
subscriber numbers. Banglalink was launched in the
beginning of 2005 and we managed to reach 1 million
subscribers by end of year. Banglalink has more than 9.4
million subscribers as of June 2008. OTH took another step
in an extremely attractive market that has very unstable and challenging environment.
Remarkable growth continued all over our subsidiaries with Tunisiana (Tunis) exceeding
the 3.8 million subscribers (June 2008), and Djezzy (Algeria) exceeding 14 million
subscribers in (June 2008). Mobilink reached an outstanding achievement on December
2004 as it managed to grow to 5 million subscribers, which is over 5 times its matter in
18 months. This is a milestone in the history of the Pakistani Telecom industry, and it is
now the biggest telecommunications operator in Pakistan with a market share of 36.4%.
Continuing to break its own achievement record in November 2005 Mobilink's subscriber
number doubled as it reached 10 million subscribers in just a year's time which has
grown to exceed the 32 million subscribers by June 2008.
Our focus remains to increase our subscriber base, sustain and continue our market
leadership in the countries we operate in. OTH being a leading Telecom operator, with an
increasing scale and recognized operating expertise gives us the appropriate leverage
with our key partners: government bodies, equipment suppliers and financial institutions.
I am convinced that OTH is strategically, operationally, and financially well positioned to
deliver superior growth and profitability in the future.

Naguib Sawiris
Chairman & CEO

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

1.7-Media Affairs
We are here to Communicate
All over the world, there are millions of people who deserve to be heard; who have
something to say that's worth listening to; who have something to offer. People caught up
in wars not of their making; people with hopes and aspirations; people that are hungry or
homeless; talented people who want to realize their potential. All for the want of a means
to communicate. For many, their voices have no echo.
Our business is communications. Orascom Telecom designs and builds complete
communication infrastructures. We also operate them. And because our business is
communications, we make it our business to listen. Only by feeling what the world wants
to say we can provide the best means for saying it. When the world has a voice, it can
change itself for the better.
Today, Orascom Telecom operates in seven countries and helps more than 30 million
people voice their hopes, fears, ambitions and feelings. And through our parent company
Weather Investments, we now reach an additional 15 million customers in Italy. Our
families of more than 15 thousand employees strive everyday to make sure that the world
will hear the people's voices.
To all the unheard millions still out there, we are coming.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

2.1-Introduction to Mobilink
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994,
and has become the market leader both in terms of growth as well as having the largest
customer subscriber base in Pakistan - a base of over 31 million and growing. We pride
ourselves on being the first cellular service provider to operate on a 100% digital GSM
technology in Pakistan that also provides state-of-the-art communication solutions to its
Mobilink offers exclusively designed tariff plans that cater to the communication needs
of a diverse group of people, from individuals to businessmen to corporates and
multinationals. To achieve this objective, we offer both postpaid (Indigo) and prepaid
(JAZZ) solutions to our customers. Compared to our competitors, both the postpaid
(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan
cellular industry.
In addition to providing advanced voice communication services that makes the lives of
millions that much easy, we also offer a host of value-added-services to our prized
customers. At the same time, Mobilink places high importance to its coverage, which is
why we cover you in 10,000+ cities and towns nationwide as well as over 130 countries
on international roaming service. In other words, we speak your language, everywhere.
Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan
by MOTOROLA Inc. Later it was sold to Orascom, an Egypt-based multi-national
2.2-Corporate strategy
Corporate strategy is the ways through which a company creates values through
configuration and coordination of its multimarket activities.

Mobilink’s corporate strategy is to provide a complete solution in telecommunication and

information technology sector.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

2.3-Corporate values
Total Customer Satisfaction
Customers are at the heart of our success. They have placed their trust and confidence in
us. In return, we strive to anticipate their needs and deliver service, quality and value
beyond their expectations.
Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards and raise the
bar for ourselves everyday. This commitment to delivering world-class quality translates
into unmatched service and value for our customers and all stakeholders.
Trust & Integrity
At Mobilink, we take pride in practicing the highest ethical standards in an open and
honest environment, and by honoring our commitments. We take personal responsibility
for our actions, and treat everyone fairly, and with trust and respect.
Respect for People
Our relationships drive our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor.
Corporate Social Responsibility
As the market leader, we recognize and fulfill our responsibility towards our country and
the environment we operate in. We contribute to worthy causes and are dedicated to the
development and progress of the society.
2.4-Mobilink's Vision
"To be the leading Telecommunication Services Provider in Pakistan by offering
innovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations".

Other telecommunication organization are also committed to provide complete solution

in telecom and IT sector but if we see the previous trends of complete services, almost
about 90% Mobilink was the first mover (pioneer)in all that, and all others were
followers. So its means the Mobilink was and is still committed towards the first

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Now a days Mobilink is still struggling for the new technology which is named as 3G (3 rd
generation) and also the other specially Telenor.

2.5-Coordinative Management

President and CEO Chief Information Officer

Zouhair Abdul Khaliq
Tariq Rashid

Vice President Human Resources, Administration & Vice President Sales

Security Irfan Akram
Ali Raza Mehdi

Vice President Marketing Vice President Customer Services

Bilal Munir Sheikh Mustafa Peracha

Vice President & Head of Broadband Business Division. Vice President Corporate Affairs
Naeem Zamindar Agha Qasim

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

 ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center
 Implementation of a full Intelligent Network (IN) platform from Siemens for the
Prepaid platform
 Largest Call Center in Pakistan, which is there to assist the customers 24 hours
 Only cellular service in Pakistan to provide coverage on the M2 motorway
 Bilateral roaming in over 130 countries around the world with true international
roaming with over 300 operators across the globe
 First mobile operator in Pakistan to offer extensive GPRS Roaming and
Blackberry Roaming services
 MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and
Fleet Management services that are being provided by Trakker (Pvt.) Ltd., under
the brand name of C-Track, a company licensed by Pakistan Telecom Authority
(PTA). Trakker currently operates from Karachi but can provide these facilities at
all those locations where GSM coverage is available
2.7-Business Strategy
A long-term approach to implementing a firm's business plans to achieve its business
Strategic Business Unit (SBU)
A SBU is a single product or brand, a line of products, or a mix of created products that
meets a common market need or a group of related needs, and the unit’s management is
responsible of all of the basic business functions.
Mobilink Brands / Strategic Business Units
• Prepaid
• Postpaid
• Blackberry
• Mobilink PCO
• Wireless internet cards
• Mobilink infinity

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

There were always a two elements for the pioneers;

1. Pioneering cost
2. Pioneering benefit
Whereas Mobilink is almost bearing a pioneering cost but at the same time its also
enjoying the better benefits than others Mobilink was first mover in Pakistan in 1994 with
GSM 900/1800 technology, and that was the real time for the enjoyment of profits, as the
Mobilink was done in previous 10 years (1994-2004). So as the far Mobilink is still
fetching the more benefits with its pioneering behavior.

2.8-Marketing strategy
Mobilink is currently working on market oriented strategy. There are two main function
on which mobilink is currently enormously focusing.
1. Cost management.
2. Quality of services.
Mobilink has been successfully built a superior relationship with their customers
including consumers and corporate. Mobilink is completely focusing on the need and
wants of their consumers and providing them all there needs according to their desires.

Especially mobilink has a largest customer care centre than other service providers.
Mobink has 3 mainly customer service centers, and the difference is showed with the
statistics which is given below;
100000 calls per day
20000 customers connected with customer services representative (CSR)
250-300 calls attended by one CSR in 8 hours including break.

Mobilink has largest call centers in Pakistan.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

3-Market driven strategy


Value opportunities

Capabilities/segment match



As Mobilink is still committed with its mission and corporate strategy so mobilink is still
providing every source of means of communication with analyzing the value
opportunities and capabilities of itself and its resources based. Being the pioneer in this
market first mover in the every technology and every solution which is provided to the
consumers is completely research based.
Mobilink has initiative, intelligent, cooperative and committed research force which day
to day efforts make the Mobilink superior in Pakistani market.
Mobilink stumble on the desires of the consumers with the complete research plans.
• Mobilink calls their high volume users
• Feed back through customers care centers
• Feed back through videos
• Feed back through marketing team
After getting feed back from all that sources, higher authorities make an audit on these
feed backs, and then they takes a necessary actions to:

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

• New product development

• Product improvement by adding new features

Now a day’s mobilink is working on a “bundle package” in which they offer a complete
SIM and Handset. To launch this scheme or package mobilink is getting feedback
through their all resource. Mobilink is calling their potential and loyal customers and also
studying the U-fone and Zong because they have already announced that package.
4-Market segmentation
A marketing term referring to the aggregating of prospective buyers into groups
(segments) that have common needs and will respond similarly to a marketing action.
Market Segmentation, Targeting & Positioning Process:
Product market

Market Segments

Market Targets

Positioning Strategy of each Target

Marketing Program for each Target

As per mobilink corporate strategy mobilink first select the product market which is
telecommunication and information technology based. There its found number of
segments in it likes;
• WLL (Wireless land line)
• Wi-Fi (wireless internet)
• GSM 900/1800
• W-Lan (wireless local area network)

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

5-Market Targeting
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments.
Definition: A specific group of consumers at which a company aims its products and
Then according to its resources mobilink planed to enter GSM 900/1800 technology, and
mobilink finally provides every means of communication in that particular segment.
Now a day’s mobilink is just entered in the wireless internet segment with the brand
name of “mobilink infinity”.
In the first segment mobilink introduces the two main brands under GSM segment.
• Jazz
• Indigo

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Mobilink initial working in “single segment” now by selecting another segment mobilink
is now on “multiple segments”.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

6-Positioning strategy
Being the pioneer in Pakistani telecommunication market mobilink has positioned
himself on the quality of services. People know that the mobilink is providing the more
connectivity than others telecom service providers.
Mobilink is charging the slightly higher than other on the bases of the quality services
which it is providing to the customers. As the mobilink says
“Connectivity matters not the price”
Mobilink positioned himself that they are charging slightly more that other on the bases
of quality services. And people about there positioning strategy. While other telecom
service providers positioned themselves on the based of less prices, mobilink is just
superior on there quality services due to first mover and he set the ground with their 14
years of business mobilink has more subscribers than others. That’s why the mobilink is
market leader in the Pakistani market with the 35% market share.
Only mobilink is claiming that they are quality service provider and secondly Telenor is
also focusing to positioned himself on quality service provider and all other like warid
telecom, zong, instafone they are positioning themselves on less prices. As they are
dellievring the messeage in their advertisement.

Mobilink say “Pura Signal, Pura Pakistan”

“Complete signal, complete Pakistan”
“You don’t find the signals, signals find you”
6.1 Analysis
In Pakistan’s competitive and heated mobile market operator’s survival lies in getting
into new areas exploring new Value Added products, and providing better quality of
services. This is only possible by rolling out networks and be the first to reach
untapped population of the country. Out of 376 tehsils across Pakistan, almost
77 % are covered with mobile networks, bringing the figure.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

6.2 Cities/Towns/Villages covered by the company

In 2004 there were less than 2000 cell sites erected by all mobile operators all together
for provision of mobile services. Today total cell sites of all mobile operators are more
than 17,500. Figure depicts the number of cell sites of Cellular Mobile Operators.
6.3 Cell sites by company (Aug-08)

6.4-Market share
In 2008 the share of each company in mobile market exhibited a change, except for
Ufone whose subscriber share remained more or less the same. Mobilink kept on loosing
its share for another year in favor of Telenor and Warid despite its secure subscriber base,
whereas Paktel and Instaphone share in the market also dropped as both companies are

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

struggling with transitional phase. Figure depicts the Cellular mobile operators share in
the telecommunication market.

As per the current statistics of the Pakistan telecommunication authority.

6.5-Cellular Subscribers Growth.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives


Mobilink Ufone Zong Instaphone Telenor Warid Total Growth Rate %

2000 114,272 80,221 112,000 306,493 15.39

2001 309,272 116,711 96,623 220,000 742,606 142.29
2002 800,000 350,000 218,536 330,000 1,698,536 128.73
2003 1,115,000 550,000 319,400 420,000 2,404,400 41.56
2004 3,215,989 801,160 470,021 535,738 5,022,908 108.90
2005 7,469,085 2,579,103 924,486 454,147 835,727 508,655 154.26
17,205,55 1,040,50 34,506,55
2006 7,487,005 336,696 3,573,660 4,863,138 170.2
5 3 7
26,466,45 14,014,04 1,024,56 10,701,33 10,620,38 63,159,85
2007 333,081 80.70
1 4 3 2 6 7
32,032,36 18,100,44 3,950,75 18,125,18 15,489,85 88,019,81
2008 351,135* 39.4
3 0 8 9 8 2
32,056,33 18,368,07 4,446,02 18,329,42 15,774,29 89,325,29
July-2008 351,135 1.4
6 4 4 8 9 6
31,578,24 4,803,05 18,316,15 15,944,55 89,563,66
Aug-2008 18,600,511 321,134 0.3
1 8 7 9 0
31,359,04 18,801,40 5,092,47 18,472,44 16,157,77 90,204,28
Sep-2008 321,134 0.7
9 2 6 5 8 4
30,882,52 18,978,13 5,297,61 18,634,24 90,525,55
Oct-2008 321,134 16,411,898 0.4
8 8 0 9 7


Year Mobile Density
2000 0.22
2001 0.52
2002 1.16
2003 1.61
2004 3.29
2005 8.30
2006 22.21
2007 39.94
2008 54.70
Aug-2008 55.60

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Sep-2008 55.90
Oct-2008 56.20
7-Product strategy
Product Strategy is perhaps the most important function of a company. It must take in
account the capabilities in terms of engineering, of production, of distribution (sales)
existing in the company or of time to acquire them (by hiring or by mergers). It must
evaluate the customer’s expectations at the time of delivery. It must guestimate the
competition (including new entrants) probable moves to enter the same market.
A product strategy in which a firm maintains an even combination of new, growing and
mature products and also keeping in mind Product Life Cycle.
“Mobilink is focusing on quality products not the variety of product under a brand”
While other cellular service providers are claiming that they are come up with variety of
products for the customers. But customer wants the quality not the variety……..

Mobilink with competitive Brands

Mobilink U-fone Telenor Warid CMPak
Jazz Prepaid Djuice zem Prepaid
indigo postpaid persona zahi postpaid

Prepaid packages
Mobilink U-fone Telenor Warid CM Pak Insta
Jazz One Uwon Talkshawk 1 sec. Aik Second Insta Xcite
Har sec.
Jazz Budget Prepay Talkshawk 30 sec. Free Package
30 second
Jazz Easy Public Talkshawk 60 sec. 12 Aanay
Demand Har minute
Jazz Ladies First Standard Talkshawk 8 Aanay
Package A-1
Jazz Octane Value Djuice
Jazz 1+1 5 ka 15 Djuice

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Competitive packages in Prepaid:

Mobilink Telenor Ufone CMPak

Jazz One^ Talkshawk A-1 Uwon^ 8^ Aanay*

Mobilink Brands

8-Pricing strategy
In pricing strategic point of mobilink is practicing the market skimming strategy not the
market penetration strategy, as the other service providers are focusing on the penetration
strategies with the lowest rates. But the mobilink is charging the premium prices on their
quality services bases and the highest market share in the Pakistan, and providing the
more connectivity than other service providers.
What Mobilink says?
“Competitive but higher than others.”
“Premium prices on quality services (more connectivity)”
Through mobilink prices its not means that its only for upper class mobilink has an every
appropriate solutions for the low and middle class as well. Mobilink prices communicate
the buyers that the mobilink have every solution for their customers. Mobilink is
providing new to new suitable solutions to retain the customers as well. Mobilink is
actually charging these premium prices on the bases of their super/superior brands quality

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

High Passive Strategy

As the mobilink is quality leader and market leader in telecom of Pakistan, its using the
high passive strategy through which it is communicating that the mobilink is quality
leader by providing coverage in 10000+ cities of Pakistan, and the competitors Is not near
the 50% of mobilink coverage.

Low Active strategies

All cellular service providers except mobilink is enthusiastic on low active strategy by
positioning their brands on the low rate. The communicating the customers that they have
the lowest call rates than the mobilink and as well with all competitors.

Consumer Awareness Bulletin on Cellular Tariffs (Prepaid)

Mobilink Telenor Ufone CMPak

Jazz One^ Talkshawk A-1 Uwon^ 8^ Aanay*

2nd Minute 2nd Minute 1st Minute 2nd Minute

1st Minute 1st Minute 1st Minute
onwards onwards onwards onwards

Billing Pulse 1-Minute 1-Minute 1-Minute 30-Second

Local & Long distance Calls to Same Network
Airtime 1.00 1.00 1.00 1.00 1.00 1.50 1.50
Call Setup Fee 0.40 0.00 0.40 0.00 0.00 0.00 0.00
21% GST 0.29 0.21 0.29 0.21 0.21 0.32 0.32
Total 1.69 1.21 1.69 1.21 1.21 1.82 1.82

Local & Long distance Calls to Fixed-line Network

Airtime 1.60 1.60 1.40 1.40 1.60 1.00 1.00
Call Setup Fee 0.40 0.00 0.40 0.00 0.00 0.40 0.00
21% GST 0.42 0.34 0.38 0.29 0.34 0.29 0.21
Total 2.42 1.94 2.18 1.69 1.94 1.69 1.21
*Applicable to only One
Off-net number
Local & Long distance Calls to Other Cellular Network
Airtime 1.60 1.60 1.40 1.40 1.60 1.00 1.00
Call Setup Fee 0.40 0.00 0.40 0.00 0.00 0.40 0.00
21% GST 0.42 0.34 0.38 0.29 0.34 0.29 0.21
Total 2.42 1.94 2.18 1.69 1.94 1.69 1.21

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

*Applicable to only One

Off-net number
^ Limited Time Offer
* Normal Off-net tariffs are Rs.0.75 per 30 second (Excld. 21% GST)

Consumer Awareness Bulletin on Cellular Tariff (postpaid)

Cellular Postpaid Tariffs as of July 7, 2008
Mobilink* Ufone Zong Instaphone Telenor*
Line Rent 0 0 0 199 250
21% 0 0 0 42 52.50
Total 0 0 0 241 302.50
Free 0 0 0 0 250
(on-net &
Free SMS 10 0 0 0 0

Peak & Off- Peak Off- Peak & Peak Off- Peak Off-peak
peak Peak Off-peak peak

Local & Long Distance Calls to Same Network (Rs. per min.)
Airtime 2.00 1.80 1.80 1.20 Free Free 1.50 1.50
21% 0.42 0.38 0.38 0.25 0.32 0.32
Total 2.42 2.18 2.18 1.42 Free Free 1.82 1.82
Local & Long Distance Calls to Other Cellular Network (Rs. Per min.)
Airtime 2.00 1.98 1.98 1.80 1.80 1.80 2.50 2.50
Interconn 1.25 0.00 0.00 0.00 0.00 0.00 0.00 0.00
21% 0.68 0.42 0.42 0.38 0.38 0.38 0.53 0.53
Total 3.93 2.40 2.40 2.18 2.18 2.18 3.03 3.03
Local & Long Distance Calls to Fixed-line Network (Rs. per min.)
Airtime 2.00 2.00 2.00 1.80 1.50 1.50 2.50 2.50
Interconn 0.52 0.00 0.00 0.00 0.00 0.00 0.00 0.00

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

21% 0.53 0.42 0.42 0.38 ` 0.32 0.53 0.53

Total 3.05 2.42 2.42 2.18 1.82 1.82 3.03 3.03
International Calls (Rs. per min.)
Airtime 2.36 & 20.00 1.99 16.99 2.00 & 1.95 & 18.00 2.25 & 2.25 & 17.00
30.00^ 17.00
Access 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Int’l 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Long Dis.
21% 0.50 & 4.20 0.42 3.57 0.42 & 0.41 & 3.78 0.47 0.47 & 3.57
GST 6.30 &
Total 2.86 & 24.20 2.41 20.56 2.42 & 2.36 & 21.78 2.72 2.72 & 20.57
36.30 &
On-net 1.00 0.50 1.00 Free 0.50
21% GST 0.21 0.11 0.21 0.11
Total 1.21 0.61 1.21 0.61

Off-net 1.00 1.00 1.00 0.50 1.00

21% GST 0.21 0.21 0.21 0.08 0.21
Total 1.21 1.21 1.21 0.58 1.21

Internatio 5.00 1.50 5.00 5.00

nal SMS
21% GST 1.05 0.32 1.05 1.05
Total 6.05 1.82 6.05 6.05
*Weekend tariffs of Rs. 1.20 (including 21% GST) is applicable on on-net calls ^ Zong
also charges Rs. 180 & Rs. 360 for certain destinations (Excld. 21% GST).
Warid Warid Warid
Zahi 150 Zahi 150 Zahi 150
Per Second Per 30 Second Per 60 Second
Line Rent 150 150 150
15% GST 23 23 23
Total 173 173 173
Free Minutes

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

On-net 100 100 100

Off-net to Cell. 25 25 25
Off-net to Fix. 25 25 25
Free SMS - - -

Peak & Off-peak Peak & Off-Peak Peak & Off-

Local & Long Distance Calls to Same Network (Rs. per min.)
Airtime 2.70 1.30 1.10
15% GST 0.41 0.20 0.17
Total 3.11 1.50 1.27

Local & Long Distance Calls to Other Cellular Network (Rs. Per min.)
Airtime 4.50 2.30 2.10
Interconnect 0.00 0.00 0.00
15% GST 0.68 0.35 0.32
Total 5.18 2.65 2.42

Local & Long Distance Calls to Fixed-line Network (Rs. per min.)
Airtime 3.60 1.80 1.60
Interconnect 0.00 0.00 0.00
15% GST 0.54 0.27 0.24
Total 4.14 2.07 1.84

International Calls (Rs. per min.)

Airtime 7.00 & 18 & 26 & 3.50 & 9.00 & 3.00 & 8.00 &
42 14.00 & 22.00 11.00 & 18.00
Access Charge 0.00 0.00 0.00
Int’l Long Dis. 0.00 0.00 0.00
15% GST 1.05 & 2.70 & 3.90 0.53 & 1.35 & 2.10 0.45 & 1.20 &
& 6.30 & 3.30 1.65 & 2.70
Total 8.05 & 20.70 & 4.03 & 10.35 & 3.45 & 9.20 &
29.90 & 48.30 16.10 & 25.30 12.65 & 20.70

On-net 0.50 0.50 0.50
15% GST 0.08 0.08 0.08
Total 0.58 0.58 0.58

Off-net 1.00 1.00 1.00

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

15% GST 0.15 0.15 0.15

Total 1.15 1.15 1.15

International 5.00 5.00 5.00

15% GST 0.75 0.75 0.75
Total 5.75 5.75 5.75

Particular Rates Particular to Service Providers

China Mobile Zong

Aik Second Free Package 12 Aanay 8 Aanay
Billing Pulse Per sec. 60-sec 30-sec 30-sec

Charges Zero 1.00 Zero Zero

On-net * Tariffs 2.40 2.00 1.50 1.50
Happy NA 3.99/hour 12pm 4.99 / hour 4.99 / hour (Any
Hours/LNO** to 2pm & 12am to (Any Hour Hour)
Weekend Calls NA NA NA NA
Off-net *** 2.40 2.00 1.50 1.40 (1st min),
Tariffs-Fixed 1.00(2min.onwards)
Applicable to only 1
off-net number
Off-net Tariffs 2.40 2.00 1.50 1.40 (1st min),
Applicable to only 1
off-net numbe
F&F Nos 5 10 5
F&F Tariffs 1.20 1.00 1.00
On-net 0.75 0.20 0.75 0.75
Off-net 1.00 0.20 0.75 0.75

Mobilink Jazz
Budget Easy Ladies First Octane Jazz One
Billing 30-sec 60-sec 60-sec 60-sec 60-sec
Charges Zero Zero Zero 1.00 Zero
On-net * 1.80 2.10 2.50 (1stmin) & 2.40 (1stmin),

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Tariffs 1.50^(2ndmin 1.00(2ndmin

Happy 0.80 NA 5.00/hour 11pm- 0.75 11pm-
Hours/LNO 7am 7am
Weekend NA NA NA NA
Calls On-
Off-net *** 1.98 2.50 2.50 2.50 2.00 (1stmin),
Tariffs- 1.60(2ndmin
Fixed onwards
Off-net 1.98 2.50 2.50 2.50 2.00 (1stmin),
Tariffs 1.60(2ndmin
F&F Nos 3 3 Nil 3 -
F&F Tariffs 1.50 0.99 Nil 0.99
SMS 1.00 1.00 1.00 .20 1.00
On-net 1.50 1.50 1.50 .20 1.50

Talkshawk Talkshawk Talkshawk Talkshawk Djuice Djuice

Har sec 30 mnt Har minute A-1 Djuice Djuice Jaagtay

Billing Per sec 30-sec 60-sec 60-sec 60-sec 60-sec
Charges Zero Zero Zero Zero Zero 3.99
On-net * 1.98 1.50 2.00 1.40 2.50(P)& 1.00 2.50(P)& 1.00
Tariffs (1stmin), (O) (O)
Weekend NA NA NA NA NA
Calls On-
Off-net *** 2.48 1.90 2.00 1.80 2.50 2.50
Tariffs- (1 min),
Fixed 1.40(2ndmin
Off-net 2.48 1.90 2.00 1.80 2.50 2.50
Tariffs (1 min),

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

F&F Nos 3 3 3 5 5
F&F Tariffs 1.49 0.90 1.00 1.00(P) & 4/H Free
(6am to (12amto8am) (1amto6am),
6pm) 1.00
On-net 1.00 1.00 1.00 1.00 0.20 0.20
1.00 1.00 1.00 1.00 0.20 0.20

Uwon Prepay Public Standard Value 5 ka 15
Demand Package Package
Billing 60-sec 60-sec 30-sec 30-sec 30-sec 30-sec
Charges Zero Zero Zero 1.00 500 per month Zero
On-net * 1.00 2.50(P)& 1.98 2.50 2.50 2.25
Tariffs 1.50 (O) (7amto12am (7amto12am)
Happy NA NA NA 12am to 7am 12am to 7am -
Hours/LNO 2.50 per hour Free
Weekend NA NA NA 1.20 0.90
Calls On-
Off-net *** 1.60 2.50 1.98 2.50 2.50 2.50
Off-net 1.60 2.50 1.98 2.50 2.50 2.50
F&F Nos 5 5 5 5 5
F&F Tariffs 0.90 0.90 0.90 0.90 0.90
SMS 0.50 0.50 0.50 0.25 0.75 0.25
On-net 1.00 1.00 1.00 0.25 0.75 0.25

Billing Pulse 1 sec. 30 sec. 60sec.
Charges Per sec 30 sec. 60sec.
On-net * Tariffs Zero Zero Zero
Happy Hours/LNO 1.80 1.50 1.25
Weekend Calls On- NA NA NA
Off-net *** Tariffs- 2.4 1.70 1.75
Off-net Tariffs 3.00 1.70 2.25
F&F Nos 5 5 5

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

F&F Tariffs 1.20 0.9 0.75

SMS 0.50 0.50 0.50
On-net 1.00 1.00 1.00

9-Promotion strategy
Promotion is the activities people use to communicate with others about their product or
service and to convince them to use it. Everything you do communicates something about
your business. In tourism, this includes a wide variety of activities including brochures,
billboards, and newspaper ads. Promotion involves careful planning. When you see or
hear effective promotion it is merely the "tip of the iceberg." A great deal of work went
into planning the final product. But before talking about the planning process, we need to
review the tools of promotion.

Though there are a lot of communication objectives of the of the organizations but as the
mobilink is concerned, Mobilink overall objective of the communication of the brand is
to retain the customers that people shouldn’t forget about their brand, mobilink is still
alive in the telecommunication sector.
Second communication objective of mobilink is to create awareness that is mobilink is
the largest network in Pakistan.
What mobilink says?
“Where the all networks get jammed, the only mobilink connects you”.
Mobilink is using different promotional mix like;
• Advertisement
• Personal selling
• Sales Promotion
• Direct Marketing
• Publicity
In advertising Mobilink is communicating there positioning and promotional campaign
about their brands. Different objectives are concerns with different promotional mix. In
personal selling Mobilink is selling Mobilink indigo, Mobilink PCO, and Blackberry.
Although the personal selling is two way communications so the mobilink is
communicating the features and the value added services of the mobilink. These products

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

actually need information by the customers so the mobilink is using this personal selling
campaign for its products.

In sales promotion mobilink launches different sales promotion through their sales team.
These promotions are basically designed for the;
• Customers
• Retailers
• Sales force
• Management

In the direct marketing segment mobilink is continuously sending messages to its

customers about all new promotion so that customers can get retained towards mobilink.

Promotional press release:

October 31, 2008
Mobilink Hunt for Heroes held in Peshawar, Lahore and Multan.
September 17, 2008
Up to 600 free minutes on Mobilink JAZZ recharge.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

August 27 2008
Mobilink plays active role in supporting the Microfinance Sector of Pakistan.
August 23 2008
Mobilink supports Cricket Tournament For Physically Challenged People
August 17 2008
Mobilink Hunt for Heroes 2008 Edition is back on the Hunt.
July 31 2008
Mobilink Torchbearers to read books for children at PIMS.
July 19 2008
Mobilink launches ‘Chup’ - new album of Zeb & Haniya.
June 11 2008
Mobilink & Pakistan Railways to introduce Automated Public Information System
Mobilink & Women Empowerment Group organize Breast Cancer Awareness for
May 19 2008
Mobilink and Fire Records unveil new album of Strings
May 5 2008
Mobilink sponsors Qaqlasht Festival in picturesque Chitral
March 27 2008
Mobilink and TCF continue to provide hope through education for under-privileged
March 19 2008
Mobilink introduces Afghanistan’s first GPRS roaming service
March 13 2008
Mobilink attracts job-seekers at Rozee Job Fair
February 06 2008
Mobilink partners with PTV to bring Elections 2008 Updates
January 14 2008
Mobilink JAZZ customer wins 1 Crore Rupees
January 10 2008
Mobilink Launches Lady Health Workers Projects
December 19 2007
Mobilink announces 2nd Jazz Malamaal lucky winner
December 18 2007
Another Mobilink JAZZ customer becomes Millionaire
December 10 2007
Mobilink support to cinema wins nomination for ‘Khuda Kay Liyay’ at Cairo

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

International Film Festival

November 20 2007
Mobilink’s BlackBerry® Solutions to Empower Campus Life at Agha Khan University
October 10 2007
Pakistan Honored through Mobilink at World Communications Award 2007
October 03 2007
Mobilink distributes PCO handsets to flood affected people in Sindh
August 06 2007
Mobilink's Independance Day Gift of Song to the Nation
February 01 2007
Mobilink announces Wasim Akram as its official Cricket Brand Ambassador
December 18 2006
Mobilink supports construction of schools for The Citizens Foundation
August 17 2006
Mobilink recognizes 'The Pakistani Woman' in Jazz Ladies First
August 08 2006
Mobilink's Independance Day tribute to legendary Mehdi Hassan
August 05 2006
Mobilink & Box office launch "Pirates of Caribbean, Dead Man's Chest"
February 06 2006
Mobilink launches incentive packed Jazz Octane for youth of Pakistan
November 11 2005
Mobilink and Rafi Peer's World Performing Arts Festival

10-Distribution strategy
The channel of distribution is a network of value-chain organizations performing
functions that connect goods and services with end-users.

The telecommunication sector includes two type of distribution sources like;

• OTHAIR Tech (On The AIR Technology)
• Physical
All telecommunication service providers are using both distribution strategies. Through
OTHAIR Tech they are distributing their easy loads to their customer’s mobiles. There
may be the different useful aspects of the OTHAIR Tech the organization is distributing

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

its promotional campaign of different value added services and packages or may be it is
useful to position their brands with desired aspects.

Mobilink and all other telecom service providers are using the both conventional and
vertical marketing systems through which they ensure that their products are convenient
to their customers.

Mobilink physical distribution process

Products (scratch cards, SIMs, Jazz Load, Mobilink PCO, Blackberry) are first moved
from manufacturer to the mobilink warehouses and then distributed to their regional
franchises and then these products are supplied to market retailers through mobilink
efficient team.
OTHAIR Tech is used to distribute load, this technology is used by all service providers
with their different names which are listed below.
Mobilink Jazz Load
Telenor Easy Load
Mini Load Zong

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Top-up U-fone

11-External Review

1. Market Overview Of Mobile Companies in Pakistan

The Pakistan market reached the 90 million subscriber mark in September 2008, almost
double from 2006 numbers. The chart below shows the market share of mobile phone
companies of Pakistan, as of September 2008. Compared with July, the market share
changed little. Mobilink lost 1% share (35%), picked up by Zong which cash rich and has
a ready-to-invest attitude.

The ARPU in Pakistan remains low and is not projected to go up. The year 2008 was
marked by changes in SIM sales and registration process, enforced by PTA, the
government regulator.

See the July data (source: PTA).

Now let’s review some recent history. At 2006 year end the total subscribers were 48.2
million. In June 2007 the total mobile users reached over 63 million. Based on numbers

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

published at PTA website for 2007, the total number of subscribers (technically it is the
number of SIMs issued) was 76.6 million, a teledensity of nearly 49%. In 2007 the
average growth rate was about 2.5 million new subscribers each month! After second half
of 2007 it seemed as if the growth had slowed down but overall it was fine. One
remarkable achievement was by Zong (formerly Paketl) which launched very successful
campaigns towards 2007 end completed re brand launch in April of 2008. See this chart
for a breakdown of market share by mobile companies at the end of Q1 of 2007.

Operators Comments
inception 1994
Technology GSM 900/1800
Major shareholders Orascom
inception 2001
Technology GSM 900/1800
Major shareholders PTCL (100%)
inception 2006
Technology GSM 900/1800
Major shareholders The Abu Dhabi Group (100%)
inception 2005
Technology GSM 900/1800
Major shareholders Telenor (100%)
inception 1991
Technology GSM 900/1800 - CDMA
Major shareholders China Mobile
inception 1991
Technology AIMS - CDMA
Major shareholders Wateen Group

Here’s a brief description of the top mobile companies in Pakistan.

At the top is Mobilink, the Pakistani unit of Egypt-based telecom

company Orascom. It has been operating in Pakistan since 1994.
Subscriber share is 35% at the end of Sep 2008.

Ufone, a wholly owned subsidiary of Pakistan Telecommunication Co.

Ltd (PTCL), is now under the control of Etisalat group of UAE. It has
21% of subscriber share and added the most lines (2.4 million) from 2006-07. For those
in Pakistan it is the one company where they can easily invest locally.

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

Warid, owned by the Abu Dhabi group of the United Arab Emirates
and sister of Wateen group is number 4 with 18% market of
subscribers. Recently it sold 30% share to SingTel.

Norway’s Telenor, a recent entrant with about a billion US dollar

investment in Pakistan has been doing well, based on its recent
earning report. It has about 20% of the market share. Telenor stock is listed in the Oslo
stock market (TEL) and in US (TELNY.PK).

CMPak (Zong brand), formerly Paktel, was the latest target of foreign
acquisition. After it got acquired by China Mobile it was rebranded as
Zong and launched one of the most successful and aggressive campaigns. Within a matter
of few months, Zong has achieved a 6% market share.

2. WiMAX
This post provides a summary of WiMAX situation in Pakistan. Wateen has
emerged as the largest player and has started advertising for its WiMAX services
though as of Sep 2007 the pricing had not been announced. Mobilink Infinity
also started commercial WiMAX service in Karachi. Dancom used to be an
independent provider but it was acquired by Mobilink.

12-Mobilink Highlights

MBA-A Group-A CIIT-Sahiwal.
Reshaping Lives

MBA-A Group-A CIIT-Sahiwal.