ACKNOWLEDGEMENT

Making this report has been an immense pleasure. The experience and knowledge gained during the course of this report is immeasurable.

One of the most pleasant parts of this report is expressing gratitude to the people who contributed to it. Unfortunately, the acknowledgement, no matter how extensive, might miss any individuals, whose contribution, one way or the other, had been of crucial significance.

Our first and foremost thanks to Sir

li

hmed, our mentor and

instructor of Marketing. !our benevolent guidance and considerate way of instruction has been the driving force and motivation behind this report. S"#$ Thank you very much for the effort that you put in.

Thank you for taking time out of your busy schedules and giving us valuable information which forms the soul of this report.

ny mistakes present in this report are ours$

ABSTRACT
%irstly we would like to thank our marketing management Sir for giving us the opportunity to design a report regarding the strategies and its application in the market industry. Our research was on the telecommunication industry and what strategies they applied in earning a profit and maintaining a stable position along with their competitors. The organi&ation which we chose to conduct a research is 'MO(")"*+, which has been known and praised for its cellular services for more than -. years, and still it having a -st position in the marketing regarding the cellular telecommunication. This report highlights the application of the strategies which MO(")"*+ has used to earn and maintain a position in the competitive market of /akistan.

0ustomer satisfaction is a crucial element for the success of all businesses. One of the biggest challenges for a market is how to satisfy and retain the customers. The purpose of this study is to find the level of satisfaction and loyalty among the users of cellular phones. This study is based on Mobil ink1s prepaid and post2paid customers. The findings suggest that overall customer satisfaction and customer loyalty is comparatively low among the customers of Mobil ink. The 0ustomer loyalty in /akistan3s mobile sector is relatively low because it is an emerging industry, new players are entering in this market and customers are more fascinated to try the new service providers. 4owever it is

expected that when the industry will be well established, the results will be more comparable to other studies.

INTRODUCTION
Mobil ink 5SM 6/M0)7, a subsidiary of Orascom Telecom, started its operations in -889, and till early :..-, had a market share of 9;<. s the first 5SM cellular Mobile service in /akistan by "nc., later it was sold to Orascom,in pril :..-, an MOTO#O)

=gypt2based multi2national company and has become the market leader both in terms of growth as well as having the largest customer subscriber base in, /akistan 2 a base of over :9 million and growing. Mobil ink prides itself on being the first cellular service provider to operate on a -..< digital 5SM technology in /akistan that also provides state2of2the2art communication solutions to its customers.

"n less than two years time Mobil ink grew by almost 9..< with market leadership of >;< market share 6year end :..:7. ?uring the year :..:, Mobil ink has progressed by leaps and bounds. Mobil ink started the year with 9-@,A;: subscribers and 9;< market share. Bith a successful mix of strong brand image and sound financial status, Mobil ink closed the year with cumulative subscriber base of 8>:,-C9 subscribers. Mobil ink ended the year with a record breaking sales performance of -:.,88@ sales during the month of ?ecember. This was the best possible way to end a year that is filled with numerous other achievements. Market Si&e

Total si&e of cellular market is approximately : million in a country of -99 million people. 4ence, the market penetration is only -.9<D this clearly demonstrates the potential in the /akistani market.

Mobil ink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this obEective, Mobil ink offers both postpaid 6"ndigo7 and prepaid 6F GG7 solutions to its customers. 0ompared to its competitors, both the postpaid 6"ndigo7 and prepaid 6F GG7 brands are the largest brands of their kind in the /akistan cellular industry. Mobil ink provides the most extensive network coverage footprint across /akistan through an integrated technology infrastructure in more than >,... cities, towns, villages, and countless remote destinations, including "nternational #oaming in --. countries through ;.. partner operators. The company directly employs over 9,... people and has the largest distribution network with :..,... outlets across /akistan.

Mobil ink has the highest Total Spontaneous

wareness in the

industry of 8.<, followed by Fa&& with A8< and Star measures at -@<. Market "ndicators Mobil ink reported strong operating profit growth as it continued to reali&e benefits from the acHuisition and retention of high value customers and the continuing focus on cost efficiencies.

Mobil ink is the first cellular operator to introduce the 'franchise, concept in the cellular industry in /akistan, and currently operates the largest franchise network in /akistan with over -.. franchiseeInational distributors 6dealers operated service centers7. "n order to extend its reach even further, Mobil ink
4

worked with its franchisees to develop a network of over ;.. sub2 dealersD these operate as /oints of Sales 6/OS7 only and are branded 'Mobil ink 0onnect,. =ach franchisee is adeHuately eHuipped to process sales, collect bills and offer other customer services. ll franchisees have trained sales and service staff, fully capable of tackling sales challenges.

% 0TS

(OUT MO(") "*+ 5SMJ

/rivate )imited Subsidiary Orascom Telecom =gypt *aguib Sawiris -889 Motorola US Telecommunication 9: +ulsum /la&as, (lue rea,

0ompany Structure 5enre /arent Owner %ounded %ounder "ndustry

4eadHuarters

"slamabad. >... cities, towns, and villages across

rea served #evenue Bebsite

/akistan :>..: million US? 6;rd Huarter, :..@7 www.mobilinkgsm.com

MO(")"*+S K"S"O*J
To be the leading Telecommunication Services /rovider in /akistan by offering innovative 0ommunication solutions for our 0ustomers while exceeding Shareholder value L =mployee =xpectations. Mobil inkM#eshaping lives$

MO(")"*+ M"SS"O*J
To be a superior communication service company in /akistan which provides the best value to its customers, employees, business partners and shareholdersN

ORGANOGRAM

/resident and 0=O #ashid +han

0hief Strategy Officer TariH #ashid

Kice /resident Marketing (ilal Munir Sheikh

Kice /resident 0ustomer 0are "rfan kram

Kice /resident 0orporate gha Oasim

ffairs

0hief Technical Officer #amey #eyad +amel

Kice /resident Sales Fahan&eb TaE

0hief "nformation Officer "rfan %arooH

4ead of 4uman #esources L Sadia hmad

dministration

0hief %inancial Officer ndes )ocmelis

4ead of (usiness nalysis and /lanning %arid hmed

MARKETING MANAGEMENT APPLICATION

/#O?U0T )"*= *? 0 T=5O#"=SJ

MOBILINK offers both Pre-paid and Post-paid services .

Post-paid

Pre-paid

K"S"O* O% MO(")"*+ "* *=PT %"K= 6>7 != #J

To be the leading telecom service provider in /akistan. 0urrently we are leading in the cellular technology but there is the fixed line area. The Mobil ink team got together about eight years ago and made it a corporate vision to provide total telecommunications solutions. Be are on our way to achieving this.

MO(")"*+S K )U=SJ
TOTAL CUSTOMER SATISFACTION:
0ustomers are at the heart of our success. They have placed their trust and confidence in us. "n return, we strive to anticipate their needs and deliver service, Huality and value beyond their expectations.

BUSSINESS EXCELLENCE:
Be strive for excellence in all that we do. Be aspire to the highest standards and raise the bar for ourselves every day. This commitment to delivering world2class Huality translates into unmatched service and value for our customers and all stakeholders.
9

TRUST ABD INTE5#"T!J

t Mobil ink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. Be take personal responsibility for our actions, and treat everyone fairly, and with trust and respect.

RESPECT FOR PEOPLE:

Our relationships drive our business. Be respect and esteem our employees and all stakeholders. Be believe in teamwork, empowerment and honor.

O#5 *"G T"O* ST#U0TU#=J

TOTAL STRENGTH OF EMPLOYEESJ
OK=# ))J 69>..Q7 C> C>. ;@C>

Top Managers Middle Managers )ine Managers

MO(")"*+ "* T4= *=PT %"K= != #J

MO(")"*+ sees itself as a market leader in the next five years. "t is planning to buy a weaker competitor in order to attain a stable position in the telecom industry and also they want toJ

10

=xpand the business. /rovide better service to people in the field of telecommunication.

#etaining the role of a leading telecommunication company.

ttract maximum customers and satisfy them. =xcel in meeting customer needs. Seek employee involvement, continuous improvement and enhanced performance goals.

MO(")"*+

T= MJ

!es Mobil ink works as a team. Mobil ink is the largest cellular company of /akistan, it is made of a team of over 9>.. of uniHue individuals. They are the best minds in the industry today, being exposed to the best practices and an enabling environment. =mployees at Mobil ink are treated as a big family, where their growth is as important as Mobil ink1s. Mobil ink1s hiring takes place through its website which is being powered with a partnership with #o&ee.pk, one of /akistan3s premier hi website.

"*?UST#! )"%= 0!0)=J

11

S=5M=*T T"O* MO(")"*+ %O0US O* / #T"0U) # S=5M=*T "* T4= %UTU#=J

*ot really. They need to provide segmented solutions. (e it the rural market or the urban, voice is the common denominator for all these segments, but in addition to this there could be applications as simple as listening to music by dialing >>> or it could be a sophisticated (lack(erry application that helps you get around a new city.

%O))OB"*5 #= T4= ?"%%=#=*T S=5M=*TS O% MO(")"*+J

Sports.

12

 )adies. SM= sector. Movies portal. (usiness class. %light roaming. MO(")"*+ infinity.

T #5=T"*5J
fter evaluating the segment attractiveness MO(")"*+ has target
.that segments

Small and medium enterprise. %or SM= MO(")"*+ has introduced the 'MO(")"*+ blackberry,. (lackberry professional software. ?esigned for the basic needs of sme. 4ow it can be helpful for SM=.

?"%%=#=*T" T"O*J
0haracteristics which differentiate their product

13

 /remier cellular company. /rice affordability. 4ire famous personalities. Only company offers package for ladies. irplane roaming.

Mobil ink /0O.

/OS"T"O*"*5J
MO(")"*+ has very strong positioning Fa&&. "ndigo. )argest cellular company in /akistan.

J M #+=T"*5 /#O()=M % 0=? (! MO(")"*+ B"T4""* / +"ST *J

0urrently, government of /akistan is trying to attract private investments especially from foreign investors. )ast year, /akistan Telecommunication uthority 6/T 7 gave two new licenses to 5SM mobile service providers namely Telenor and Barid. Since then a price war started between existing market players that are especially Mobil ink and Ufone and /aktel also shifted its ?2
14

M/S technology to 5SM and trying to enter in the competition. Ouality of service is very important as far as mobile service providers, unfortunately there are complaints mobile users against the big market players especially. /T past /T is the only regulatory authority in the telecommunication industry, in the conducted a consumer survey to check the Huality of service of mobile service providers. Mobil ink has been fined for poor Huality of service as compare to other market players.

(J /#O()=M O% MO(")"*+J
"n this current situation Mobil ink is now facing problems first of all in the customer satisfaction area because as Mobil ink sold over capacity connections in the market and secondly with the entry of new market players that are Telenor and Barid a price war is going on and how target the new potential customers as well as satisfying existing one to retain its market position.

#"54T +"*? O% 4# (==* /#O()=M %O# MO(")"*+J

%or "slamabad in general it is true. "n )ahore and +arachi, obviously because of the population base and the characteristics of those cities, it is not such a big problem. Mobil ink has gone to institutions like the )ahore University Of Management Sciences 6)UMS7 nd The "nstitute of (usiness dministration 6"( 7 and hired people directly from thereD they have incentivi&ed them well. They conducted a large number of
15

training sessions there and even professors from M"T and the 4arvard (usiness School came over for those sessions.

ST# T=5"=S O% MO(")"*+ "* / +"ST *J

Mobil ink is the market leader and it is Eust because of its strategies. Some of the strategies are as followsJ There are products which are catering to different marketing segments like "ndigo for upper segment, Ea&& for middle etc.

/rices they charge are also according to the affordability of the customers.

"t aims to have the largest customer base and therefore, providing services in maximum locations.

?ifferent promotion strategies are being used like traditional ways of promotion as well as other ways like sales promotion etc.

/#=M"UM 0OST ST# T=5!J

Mobil ink does not follow a low cost strategy. Mobil ink is a giant in /akistani mobile industry Tel. Since it first started its operations, it has been focusing its products on the

16

upper strata of the society. That is why its rates are higher than its competitors, Ufone, Barid, Telenor, etc.

/=O/)= 04OOS= MO(")"*+J

To some extent, yes. Mobil ink has the largest network and the largest footprint as well. =ven if we talk only about "slamabad, all the five operators have their services here but it is the Huality of service that sets us apart. 0ustomers are able to make that differentiation.

"S "T *=0=SS #!TO M += ? T US 5= O* MO(")=S MO#= %%O#? ()=N

!es, it is necessary. The penetration is currently Huite low so it is expensive, but as this evolves matters will improve. The /akistan Telecommunication in internet service provision. Mobil ink has a wireless service in +arachi. They believe that the internet, mobile telephony and fixed telephony are already converging. They has a network of A... cell sites, @>.. kilometers of fiber optic cable and access to a submarine cable through Orascom. uthority 6/T 7 is encouraging

operators into that area and based on this Mobil ink has invested

17

They have all the ingredients that make broadband or the internet successful. Of course, some work is reHuired in the area of locali&ed content. Most of the content is currently in =nglish so unless they have the content developed in Urdu or the regional languages the penetration will be low, and to this end we are encouraging local content providers. "t will take some time but they do see potential in this area. Mobil ink is shifting from cellular and is moving towards providing total telecommunication solutions.

MO(")"*+ M #+=T )= ?=# /OS"T"O*J

They are the leader and they will continue to be. Their shareholders believe that this market has a lot of potential, so they continue to invest. This year they will be investing R:>. million in /akistan which brings their total investment to R;.> billion, the highest investment of all telecom operators. So even if there is some consolidation, which may happen according to some rumors going around, they will continue to maintain leadership. They have enough investment not only in cellular technology but also in affiliated technology, such as broadband. They have the confidence of their customers, they provide services that customers like and they will continue to maintain that.

?=/ #TM=*TS O% MO(")"*+J

18

MO(")"*+ are divided into eight different departments, which are as followsJ Sales. %inance. Technical. Marketing. 0orporate ffairs.

4uman #esource. 0ustomer Services. dministration and Security.

%urthermore, these departments are further divided into sub departments to ease operations within MO(")"*+. decisions are taken centrally, in "slamabad. lso all maEor

SU(S0#"(=#S

*? M #+=T S4 #=J

Mobil ink had a great advantage for years as being the only 5SM mobile operator in /akistan, however with the entrance of Ufone in :..- and later on by Telenor, Barid and Gong, the competition in the mobile sector is heating up. 4owever the subscriber base Mobil ink has remained steady and growing as seen in the table belowJ

NUMBER O% MO(") "*+ SU(S0#"(=#S "* :..8J

19

M #+=T S4 #=J

/#OMOT"O* O% MO(")"*+J

20

The maEor way in which today3s organi&ations promote its products and services is through television, not only because it3s economical but also because the visual and audio aids help in promoting its product. Mobil ink uses an aggressive advertising campaign on television to promote its products. These advertisements, while communicate an image of modernity and newness, still tend to show the heritage of /akistan. The heritage of /akistan and its people signifies Mobil ink, as being the favorite cellular company of /akistan. Mobil ink has also for years, has tried to create different personalities for its brandsJ "ndigo and Fa&&, to distinguish them from other competing brands. Other ways, in which Mobil ink is marketing its products, is through its website and radio. The website of Mobil ink is built in a way to provide updated information about its products, with dedicated pages for both its brands, "ndigo and Fa&&. %urthermore, the website also contains a gallery feature, from where users can view a wide array of print and television advertisement, created by Mobil ink over the years. The use of #adio has also been used to promote the packages of Mobil ink. dvertisement on radio, mostly inform listeners on the new packages and their details.

?K=#T"S"*5 ST# T=5"=SJ

Mobil ink uses the services of "nternational )imited 6" )7 S T04" L S dvertising 6/vt7 T04", Mobil ink uses its brand

ambassadors to promote its products in both the electronic and print media. These brand ambassadors come from the fields of acting, modeling, singing and cricket and are few of the most famous and talented stars of /akistan.

21

MO(")"*+ ?O=S 5#= T ?= ) O% / +"ST *2 0=*T#"0 ?K=#T"S"*5J

s the largest private sector company in /akistan Mobil ink has a corporate social responsibility. They feel that they owe it to society and the environment they operate in. This is not Eust restricted to advertisingD they are very practical about this. Bhen the Swat "?/ issue came to the fore, they had a choice to simply donate some money to the 5overnmentD instead they established a full2fledged camp and invested one million dollars. nother exciting area is women3s literacy.

t the recent 5SM Borld 0ongress in (arcelona the 0herie (lair %oundation and the 5SM ssociation published a report on women and mobile phones that contained a feature on an SMS literacy programmed that was piloted in /akistan with U*=S0O and (unyad. This is the first time that SMS has been used as a literacy tool for women anywhere in the world. Mobil ink contribution was recogni&ed in the report.

MO(")"*+ *=B O%%=#SJ

F GG F G( . 04OT F GG (U*?)= O%%=#. )) "* O*= O%%=#.

F GG #= 0T"K T"O* O%%=#. F GG +4US4"!O* ( #4" O%%=#.

22

S )=S ST# T=5"=SJ

Mobil ink is the first cellular operator to introduce the 'franchise 'concept in the cellular industry in /akistan and currently operates the largest franchise network in /akistan with over :>. franchisesInational distributors 6dealers operated service centers7. "n order to extend its reach even further, Mobil ink worked with its eHuipped to process sales, collect bills and offer customer services. ll franchises have trained sales and service staff fully capable of tackling sales challenges.

0O#= 0OM/=T=*0=J
/eople at Mobil ink believe that their #esearch L development department is its 0ore competence along with their workforce i.e. their employees. Mobil ink is (asically a customer2oriented company and it always comes up with new features and products. "t surveys the markets and modifies its products according to the reHuirements and preferences of its customers. Mobil ink has relatively rapid product development processes that allow for timely updating and release of new products. "t was the first cellular company in /akistan, which started working on -..< 5SM technology. t the end of the year :..>, Mobil ink crossed its target of reaching up to -. million customers. ?ecember :..>. t this achievement, all the employees at Mobil ink got a month3s salary as bonus in

MOT"K T"O* O% =M/)O!==SJ

=mployee evaluations are an important part of maintaining a motivated and skilled workforce.Mobilink give incentive to their employees.
23

Motivation that comes from outside an individual. The motivating factors are external, or outside, rewards such as money or grades. These rewards provide satisfaction and pleasure that the task itself may not provide.

S=#K"0=S OT4=#SJ
needs and beyond.

#=

?"%%=#=*T

%#OM

0ustomer perceives mob link as a company they can rely on to provide good Huality service that can meet their communication

=P/ *?"*5 T4= TOT ) M #+=TJ

Mobile phone tele2department has increased to ;> per cent with over >; million users. The market growth still has @> percent potential if not more, as /akistan1s population is over ->. million. The dominant firm gains the most when the total market expands. Same is the case with Mobil ink. "t uses the following strategies to expand the total marketJ2

Market2penetration strategy. *ew2market segment strategy. 5eographical2expansion strategy.

24

SBOT

* )!S"SJ

%ollowing are the SBOT 6Strengths, Beaknesses, Opportunities and Threats7 of Mobil ink /akistan.

ST#=*5T4SJ
Mobil ink is the market leader with huge customer base in /akistan market. "t offers mobile services in the maEority of cities and also in remote areas which makes it largest coverage network. "t has been enEoying successful Eourney in term of revenues, profits and market share. Strong marketing and advertising. They have got the Ouality human resources, the reason behind that is strong recruitment and selection process. Offers competitive salaries and benefits to the employees. /owerful brand eHuity. The Huality of service has been tremendous especially in the maEor cities of /akistan. Only Mobile service in /akistan offering coverage on M: motorway. Mobil ink has signed the agreement with >. operators to provide the roaming services in >. countries of the world. Mobil ink is the first company to introduce blackberry services in /akistan for that reason it has been the first choice for the business people. Foint venture with M0( to offer mobile banking services to customers.

25

B= +*=SS=SJ
"t offers high calls rate to the customers as compared to the other competitors. Ouality of service is not good in remote areas. The promises made in the advertisement are not fulfilled by company. *ot offering attractive SMS packages.

O//O#TU*"T"=SJ
)ow the call and messaging rates. "t can offer the prepaid "nternet packages to its customers. %ocus on marketing of "nternet, TK, (lackberry services and radio services to its customers. "mprove the Huality of services in remote areas. =ducating people about usage of services. "t should go for Foint venture with banks to offer mobile banking.

T4#= TSJ
%acing tough competition from Telenor, Ufone and Barid. Telenor entered into new arena of Mobile commerce, it may attract more customers and fetch market share from Mobil ink. #apid rise in Taxes on telecommunication services. "nflation devalues the /akistan currency.

26

Security condition is the biggest threat. /ower outage increases the cost of services due.

(05 M T#"PJ

On the vertical axis, market growth rate provides a measure of market attractiveness. On the hori&ontal axis, relative market share serves as a measure of company strength in the market. The growth2share matrix defines four types of S(UsJ 0 S4 0OB 2 6)OB 5#OBT4, 4"54 M #+=T S4 #=7 business unit that has a large market share in a mature, slow growing industry. 0ash cows reHuire little investment and generate cash that can be used to invest in other business units. ST # 2 64"54 5#OBT4, 4"54 M #+=T S4 #=7 business unit that has a large market share in a fast growing industry. Stars may generate cash, but because the market is growing rapidly they reHuire investment to maintain their lead. "f successful, a star will become a cash cow when its industry matures. OU=ST"O* M #+ 2 64"54 5#OBT4, )OB M #+=T S4 #=7 business unit that has a small market shares in a high growth market. These business units reHuire
27

resources to grow market share, but whether they will succeed and become stars is unknown. ?O5 2 6)OB 5#OBT4, )OB M #+=T S4 #=7 business unit that has a small market shares in a mature industry. dog may not reHuire substantial cash, but it ties up capital that could better be deployed elsewhere. Unless a dog has some other strategic purpose, it should be liHuidated if there is little prospect for it to gain market share.

"*T=#* T"O* ) #O M"*5J

long with nationwide coverage, Mobil ink also provides true "nternational #oaming in over -.. countries United States ,0anada

M FO# /#O?U0T )"*=S M #+=T S=5M=*TJ

Mobile "ndustry has been very effective in introducing new and innovative products and services over the years. The maEor product lines can be segmented into, three categories, which are as followsJ -. 0onsumer /ackages :. Kalue dded Services

;. 0orporate /ackages and Services These product lines have a range of different services, catering to different market Segment.

0O*SUM=# / 0+ 5=SJ
Mobile companies today have used immense popularity of prepaid packages to introduce packages that are targeted to different segment. These include Telenor3s ?Euice, targeted towards teenagers and young individuals and Mobil ink1s )adies %irst, targeted towards house wives. %urthermore, packages that bill at -min, ;., 0aribbean, =urope, Middle
28

=ast, and frica second and per second have also been introduced by mobile companies. /ostpaid packages were introduced, keeping in mind, the businessmen and executives. /ostpaid packages, due to their nature provided the benefits of connectivity :9IC, without the fuss of scratch cards and recharge of accounts.

K )U=

??=? S=#K"0=SJ

Kalue added services have been designed by companies, so that there are services for every segment of their users and that these services completely satisfy them, as and when needed. Some of the popular services include, religion services, music services, which includes song dedication, voice and timed messages, sports and cricket services, food and recipe services, B /I5/#SI=?5=, themes, wallpapers, games and ringtones downloads, credit share, MMS, voice mail, email, missed call alert, conference call, mobile TK, web:sms and many more.

0O#/O# T= / 0+ 5=S S=#K"0=S

*?

Mobile companies provide (lack(erry solutions, Mobil ink and Barid being forefront in this technology, furthermore to add to this innovative service, companies today are providing SMS marketing feature, SMS management facility, fax mail, Bireless connectivity through =?5=, private numbering plans, closed user groups and mobile email to their corporate clients. ll above features and many more have helped corporate clients to manage their Operations effectively and efficiently.

T4= 0OM/=T"TO#SJ
Ufone and Mobil ink are the closest competitors in the mobile phone market, which currently has almost 9 million users. !et Mobil ink has larger number of the users of its service than any2one else. The competition is expected to get tougher with the government recently granting licenses to two new operators.
29

/ak Telecom foresees further cuts in tariffs and incentives packages from companies intheincreasinglycompetitivemarket.

0O*T 0T )OST B"T4 U%O*= TO/2 (# SSJ

?espite best efforts, a precise information vis2S2vis the number of connections, which were sold till the last dayT Tuesday, ug2-C could not be ascertained as no2one from the Ufone was available to provide an exact digit, both of the Sims as well as the amount collected via the sale of pre2paid cards. ll lines of Ufone, even the mobiles and U * were found with an auto announcement with the wordsD UThere is no reply from the number, you have dialled. /lease try later.3 !et a carefully study reveals that the Ufone Ufree connection3 campaign might have fetched amount, close to a billion in /akistan3s currency both for the cellular company plusthedealersofmobilesets.

S )=S K"S2 2K"S S=#K"0=J

nalysts, familiar with the mobile phone technology were of the view that an abrupt induction of a hefty number of new connections, weight on the Ufone network may result into adverse affects, making the venture counter2productiveT filled with problems for the consumers, if instant measures are not taken to bear the newest loadtotheoptimallevel.

"t is deemed so because the sale of the new connections has been assessed as far above the estimates, which were envisioned by the company at the launching of the free2sale on ugust2-9 that ended on Tuesday, ugust2-C, lasting for 92days.

30

CONCLUSION
Mobil ink 5SM 6/M0)7, a subsidiary of Orascom Telecom, started its operations in -889, and till early :..-, had a market share of 9;<. Mobil ink prides itself on being the first cellular service provider to operate on a -..< digital 5SM technology in /akistan . Mobil ink provides the most extensive network coverage footprint across /akistan. Mobil ink strives for excellence in all that they do. "t aspires to the highest standards and raises the bar for ourselves every day. "t takes personal responsibility for actions, and treats everyone fairly, and with trust and respect.

s the market leader, it recogni&es and fulfills responsibility towards the country and the environment in which they operate. MO(")"*+ sees itself as a market leader in the next five years. "t is planning to buy a weaker competitor in order to attain a stable position in the telecom industry. Mobil ink is shifting from cellular and is moving towards providing total telecommunication solutions. Their shareholders believe that this market has a lot of potential, so they continue to invest.
31

They have enough investment not only in cellular technology but also in affiliated technology, such as broadband. Mobil ink uses its brand ambassadors to promote its products in both the electronic and print media. s the largest private sector company in /akistan Mobil ink has a corporate social responsibility. They feel that they owe it to society and the environment they operate in. "n order to extend its reach even further, Mobil ink worked with its franchisees to develop a network of over >.. sub dealers, these operate as point of sales 6/OS7 and are branded 'Mobil ink 0onnect,. /eople at Mobil ink believe that their #esearch L development department is its 0ore competence 0ustomer perceives Mobil ink as a company they can rely on to provide good Huality service that can meet their communication needs and beyond. long with nationwide coverage, Mobil ink also provides true "nternational #oaming in over -.. countries. Mobil ink believes in playing an active role in supporting the community and social development of /akistan.

RECOMMENDATION
t the end after having an interview and surveying the telecommunication company of MO(")"*+ we can say that it has been maintaining its position for more than -. yrs and has also extended its coverage in the rural areas where communication has become easy. Bhile looking at the other side of MO(")"*+ it should also work with the weakness of itself and that it should improve its network coverage in the rural areas and also offer attractive packages, targeting all segments so that they don3t
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lose their current position in the market and increase its ranking in the telecommunication industry. Bhereas there are many opportunities for MO(")"*+ as well and that is to introduce mobile banking.

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