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Mobilink GSM -Introduction

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink Global System for
Mobile (GSM) is a telecommunication service provider in Pakistan. 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 company. It 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 24 million and growing. Mobilink prides itself 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 customers.
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, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to
its customers. Compared to its 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, Mobilink also offers a host of value-added-services in its Mobilink World brand
to its prized customers. At the same time, Mobilink places high importance to its coverage,
which is why it covers its customers in 5000+ cities and towns nationwide as well as over 100
countries on international roaming service. Mobilink is also the official telecommunication
service provider for the Pakistan Cricket Board(PCB).
Marketing mix
It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has
classified these tools into four broad groups, called the four Ps of marketing:
1. Product
2. Price
3. Place
4. Promotion
Mobilink management understands the importance of the marketing mix and its decisions,
which must be made for influencing the trade channels as well as the final consumers. The
company prepares an offering mix of products, services, and prices, and utilizes a
communication mix of advertising, sales promotion, events, and experiences, public relations,
direct marketing, and personal selling to reach the trade channels and the target customers.
As a popular brand there is a lot that is expected from the company and the management strives
hard to ensure that the promises are kept. Mobilink has been continuously investing in network
resources and improving its marketing mix so that its vast customer base can be satisfied and
expanded.
The four Ps of Mobilink’s marketing mix are explained ahead in detail.

PRODUCT
Mobilink Product Lines
Mainly there are four product lines of Mobilink with each having separate target markets and
positioning.

 Mobilink Indigo
 Mobilink Jazz
 Mobililnk World
 Mobilink PCO
Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name,
Indigo. Indigo ignited an evolution in the communication industry redefining the essence of the
post-paid services in Pakistan. The brand delicately caters to the need of its customers,
symbolizing the vision of connecting the subscribers in every aspect of life. Indigo says:
“In life you come across some exceptional people, who, like you, appreciate only the finer
things in life. When it comes to creating a bond and staying connected to them count on
Indigo for its unrivalled premium post – paid connectivity to get you through”.

Indigo Offerings
Indigo
BlackBerry
Citi Mobilink Credit Card
Call& Control
Indigo Reward
ndigo Genie

Target Market
Indigo targets the upper business class that is not concerned with the cost but want
convenience, quality and a brand image that suits their personality. Who doesn’t want fun or
music but want a brand that is “Competent” and Indigo is well satisfying the desires of its
corporate customers. Introducing Blackberry connect through which businessmen can take
their office anywhere, share attachments etc. That is why Indigo customers are loyal to the
brand and hesitate to switch to other connections. It can be said that Indigo enjoys the benefits
of a monopoly in the corporate sector.

Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic
teenagers, middle class and the youth market of the country, wishing to enjoy freedom, fun,
lower rates and a package that matches their personality.
Jazz Offerings
 Jazz Budget
 Jazz Octane
 Jazz Ladies first
 Jazz Easy
 Jazz Share
 Jazz Load
 Jazz Advance

Target Market
Jazz Budget
Target market is those young boys and girls who want to stay in touch with their friends and
family all the time but with cheaper rates. “Happy hours” with only 0.40 /30 seconds.
Jazz Octane
Targets those customers who want to have fun in their daily life........enhancing energy in their
personality of youth with low SMS rates, discount rates and lower air time rates for three
numbers.
Jazz Ladies First
Specifically designed for ladies (housewives) who along with their routine work want to have
recipes, beauty tips, shopping discounts etc. (Also lower rates for special numbers.)

Jazz Easy
Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers, they
also benefit tremendously from the fabulous rates to call on any other network.
Jazz Advance
Jazz Family Members with Additional balance benefit to help them talk some more!
Jazz Load
Jazz Load allows to recharge Jazz account in variable denominations.
Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun,
but also help its customers with their business needs. Whether it's a Bolo SMS they want to send
to a friend or a ring tone they want to download to customize their phone with, Mobilink World
has something special for them.

Mobilink World Offerings


Mobi Safe
Holy Sayings
Corporate SMS
Mobi Greetings
SMS Scheduler
SMS Game Time
Bolo SMS
Mobitunes
G:i:30
WAP Portal
Mobilink Edge
Mind Reader
CricVideo
International SMS Chat
Ring Tone Club

Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its
whole customer base:
“Mobilink World services are not just fun, but also help you with your business needs.
Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to
customize your phone with, Mobilink World has something special just for you.”
Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right that
shall surely set apace the way its consumers communicate at the grass root level. Mobilink PCO
is a fixed wireless phone that has special PCO functions capability. It consists of two LCD's that
helps customers to keep a tap on the duration and the costing of the calls they make.

This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the
people throughout Pakistan. It's a complete self-employment solution for the people of Pakistan,
fulfilling their dreams and aspirations.
Mobilink PCO does not only give its consumers higher returns on a very low investment but it
also creates a world of better prospects in terms of a consistent source of income for them.
Mobilink PCO claims
“Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or the
spectacular peaks up north expect unparallel coverage from your Mobilink PCO”

With this unit customers experience even higher returns even though the investment in terms
of capital is very minimal. Mobilink PCO no doubt is a world of opportunities within itself.
Exceptional coverage and the ease of its wireless technology-carry it wherever you wish
Load the free jazz card provided and embark on a successful business venture right away
Benefits from after sales services

Pricing
Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare
to other telecommunication service providers. Having the largest customer base in the country
with the fact that its service is available in the remote areas of Pakistan as well, people rely on
Mobilink services leading to the fact that Mobilink charges higher compared to its competitors.
Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink
recently started GPRS services with RS. 500/ month of unlimited usage which is a treat for
GRPS users who want to take their office with them. Mobilink provides them with this facility
with fairly reasonable charges.
Tariff Details for Mobilink Products
Indigo
Indigo Freedom Plans
Freedom Freedom Freedom Freedom Freedom
Details Charge
Plan 1 Plan 2 Plan 3 Plan 3+ Plan 4
Weekend
Rs/min 0.99 0.75 0.63 0.50 0.40
Tariffs
F&F
Rs/min 0.99 0.75 0.63 0.50 N/A
Charges
Air Time
Rs/min 2.00 1.50 1.25 1.00 0.60
Charges
Free
Monthly 0 100 400 800 1200
Minutes
Line Rent Rs 0 100 400 900 1500
SMS Rs/msg 1.00 1.00 1.00 0.75 0.50
Free SMS Monthly 10 15 20 25 30

Jazz
Jazz Budget Tariffs
Details Rates
Outgoing calls to any Mobilink number
Rs. 0.40 / 30 seconds
during selected Happy Hour Window *
Outgoing to 3 F&F Mobilink numbers Rs. 0.75 / 30 seconds
Outgoing calls to any Mobilink number Rs. 0.90 / 30 seconds
Outgoing calls to all mobile networks in Rs. 1.25 / 30 seconds
Pakistan
Outgoing calls to all Landline numbers in
Rs. 1.25 / 30 seconds
Pakistan
SMS (Jazz to Mobilink) Rs. 1.0 / SMS
SMS (Jazz to other networks) Rs. 1.5 / SMS

Jazz Easy Tariffs


Details Rates
Outgoing calls to any 3 Friends & Family
Rs. 0.99 / min
Mobilink numbers*
Outgoing calls to any Mobilink Number Rs. 2.10 / min
Outgoing calls to all mobile networks in
Rs. 2.50 / min
Pakistan
Outgoing calls to all Landline numbers in
Rs. 2.50 / min
Pakistan
F&F Numbers Offered 3 (Three)
SMS (Jazz to Mobilink) Rs. 1.0 / SMS
SMS (Jazz to other networks) Rs. 1.5 / SMS
F&F numbers addition/modification * Rs. 15 + tax / Modification

Jazz Octane Tariffs


Details Rates
Late Night Option - All Mobilink numbers
Rs. 0.75 / min
**
Outgoing Calls to any 3 F&F Mobilink
Rs. 0.99 / min
numbers*
Outgoing calls - Any Mobilink number Rs. 2.50 / min
Outgoing calls - To Landline numbers
Rs. 2.99 / min
(inclusive of interconnect charges)
Outgoing calls - Other mobile networks
Rs. 2.99 / min
(inclusive of interconnect charges)
SMS - to any Mobilink number *** 20 paisas / SMS
SMS - to any other network in Pakistan 50 paisas / SMS
Daily Charges Rs. 1.00

Jazz Ladies First Tariffs


Details Rates
Outgoing calls - Any Mobilink number (1st
Rs. 2.50 / min
Minute)
Outgoing calls - Any Mobilink number
Rs. 1.50 / min
(2nd minute onwards)
Outgoing calls - Any Mobilink number (
Rs. 1.50 / min
3pm-6pm )
Outgoing calls - To Landline numbers
Rs. 2.99 / min
(inclusive of interconnect charges)
Outgoing calls - Other mobile networks
Rs. 2.99 / min
(inclusive of interconnect charges)
SMS based Value Added Services
Rs. 30 / month
Subscription
SMS (Push based Value Added Services) Rs. 2.00 / SMS
SMS - Any mobilink number Rs. 1.00 / SMS
SMS - Any other network Rs. 1.50 / SMS

Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer perception of
the product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They haven’t
set the price exactly on Re.1 but have used psychological pricing to attract customers. Mobilink
is the only telecommunication network in Pakistan, which has reached maturity and is the
market leader. This is why, there prices are somewhat higher than its competitors like PTCL
Wireless and World Call Wireless (at introduction), Warid (at growth) and Paktel (at decline).
They made use of psychological pricing also by offering free roaming facility during Hajj.
Mobilink is not using competitive pricing strategy because they are enjoying the market
leadership in Pakistan. At maturity, as different market segments are targeted the prices must
be offered in such a way that suits the targeted segments.

Mobilink is doing exactly the same. They have offered prepaid connections like Jazz Octane,
Jazz Budget and Jazz Ladies First, which can be afforded by the people not having very
high incomes. Though, the prices of these packages are relatively higher than the prepaid
packages of other telecommunication networks but still attractive. Jazz Ladies First is a package
designed specially for ladies through which they can shop, listen to beauty tips and recipes at
relatively lower rates. Jazz Octane offers SMS rates as low as 25 paisas/msg and late night
option rates at Rs 1.50/min and many other facilities at attractive rates. Jazz Budget Package is
an economical way to talk to any Mobilink number in Pakistan. It has announced another
ground breaking first of its kind offer with the re-launch of Jazz Budget. The package has been
launched with a fresh look and tariffs tailored specifically for the masses.

One of the key highlights of this package is the ‘Happy Hour’, which is bound to hit a chord
with the nation, and has been developed keeping the communication needs of the Pakistani
people in mind. Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to
a Mobilink number, the new package is specifically customized to offer customers the lowest
rates to call the largest mobile network in Pakistan.
Mobilink is also offering postpaid connections with the name of Mobilink Indigo, popular
within the business class. In this way, Mobilink is earning maximum profits by enabling people
from different target segments to become a part of the largest cellular network in Pakistan. Jazz
customers can now call US and a number of other Zone 1 destinations on Jazz local outgoing
rate!
Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use
GPRS just for RS.100/year.
Place

Marketing Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country.
Currently, Mobilink is covering more than 5000+ cities and towns. This has involved an
investment in the company of more than US$ 1 Billion. Mobilink have 50 Switches and more
than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have deployed
around 3,000 km of optical cable.
For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the market
itself. Today mobilink is confident that it has all the essential building blocks in place to take the
dream forward and to play a leadership role in the rapid growth and development of
telecommunication industry in Pakistan.
In 2003 mobilink invested upwards of US$ 200 million in improving their network and
services. Mobilink have already put in 7 switches, over 820 cell sites and new IN platforms for
better coverage and connectivity. In upcoming years mobilink is trying to invest in technological
upgrades, superior customer services, and improved coverage.
Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put
in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of
Pakistan where well trained staff is geared to answer complaints and queries, and a new billing
system is in the process of commissioning. Mobilink is constantly expanding their nationwide
franchise and distribution network and upgrading them to offer customer services so that the
customers can find a Mobilink contact as near to them as possible.
Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns, and
villages across Pakistan. It connects over 24 million family members every second of the day
with exceptional voice quality due to its broad coverage. The coverage is expanding day by day,
and it is claimed by the management that soon the only other thing covering Pakistan more than
Mobilink would be the clear blue sky.
The type of coverage service Mobilink provides is divided into three main categories:
PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages
across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In
nationwide Mobilink provide services in following areas.
Punjab
Sindh
Balochistan
NWFP
Capital
AJK
FATA
International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming in over 100
countries with more than 300 partner operators worldwide. The regions where Mobilink
provide International Roaming are as follows. Mobilink’s roaming partnership with Thuraya has
further enhanced international roaming coverage. Through satellite communication the
Mobilink connection can be used in areas where there is no GSM coverage.
United States
Canada
Caribbean
Europe
Middle East
Africa
Asia
Australia
Mobilink International Partners
A list of recent partners is given below:

Sr. # Country Name Operator Name Frequency

1. Jamaica Digicel 900/1800


2. UAE du 900/1800
3. Cyprus Areeba 900/1800
4. N/A GSM on the Ship 900/1800
5. United Kingdom T - Mobile 900/1800
6. Maldives Wataniya 900
7. Switzerland Orange 1800
8. N/A OceanCell 900
9. Maritime Roaming MCP 1800
10. Mozambique mCel 900/1800
11. Senegal Sonatel 900
12. Panama C&W 850
13. Ivory Coast MTN 900
14. Oman Nawras 900
15. Brunei DST 900
16. Ukraine UMC 900/1800
17. Portugal Optimus 900/1800
18. Uzbekistan Coscom 900/1800
19. South Africa Vodacom 900
20. Argentina CTI Movil 1900
21. Jordan Xpress iDEN
22. Uruguay CTI Movil 1900
23. Belgium BASE 1800
24. Sri Lanka Mobitel 1800
25. El Salvador CTE Personal 1900
26. Armenia K Telecom 900/1800
27. Saudi Arabia Etihad Etisalat 900
28. Tajikistan Indigo (North) 900
29. Italy Wind 900/1800
30. Germany O2 1800

Distribution channel of Mobilink


Mobilink provide its service products directly to customers or with help of intermediaries
involved in distributing its product. Distribution channel contain set of interdependent
organizations involved in the process of making a product or service available for use or
consumption by the consumer or business users. Mobilink also distributes its product to end
user with help of intermediaries as well as it distributes its product directly to customers.
Mobilink supplies its product range to intermediaries with involvement of its “Commercial and
Sales Department.”
Mobilink authorizes limited number of dealers to deliver its service product. But Mobilink
provides its prepaid cards to almost all the markets and consumer shops. Providing its prepaid
cards in every corner of the city helps mobilink to satisfy the need of consumer and to gain
customer satisfaction. However mobilink deliver its Sims to customer with help of Franchises,
service centers, and sales offices. These Franchises, service centers, and sales offices are given by
the right of providing its service product by Mobilink itself.
Distribution Strategy of Mobilink
There are three types of distribution strategies. First Intensive Distribution, second Extensive
Distribution and third is Selective Distribution. However mobilink follow both intensive and
exclusive distribution strategies. While providing its Jazz prepaid cards Mobilink follow
Intensive Distribution strategy means that stocking Jazz prepaid cards in as many outlets as
possible. While providing its service products (like SIM Cards of Jazz, SIM Cards of indigo and
Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive Distribution strategy
means that it gives limited number of dealers the right to deliver its product.
Promotion
Companies can do more than make good products—they must inform consumers about product
benefits and carefully position products in consumers’ minds. To do this, they must skillfully use
the promotion tools of advertising, sales promotion, public relations, sales force, direct
marketing, and personal selling.
Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more
usage. Mobilink is currently using:
Information Advertising: To create brand awareness and knowledge of its Mobilink
World brand.
Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.
Advertising Budget
Since the competition is intense in the telecommunication market, Mobilink has a significant
advertising budget. It is advertising heavily to be heard and to constantly remind its target
market to go for Mobilink. However, Mobilink’s actual advertising budget was not disclosed by
the management.
Advertising Media
Mobilink is using television, print, and radio advertising media to disseminate its message and
to build a brand preference but the most preferred is television since this medium is the most
powerful, reaches a broad spectrum of consumers and has the maximum customer impact.
Radio: It has a relatively large listeners’ base and so is an effective way to communicate the
message.
Billboards and Print Media: The Company has come up with elaborate campaigns,
billboards and posters to promote Indigo, their post-paid brand.

Sales Promotion
Mobilink uses different types of sales promotion method such as:

Consumer promotions
In order to kindle greater and quicker purchases Mobilink is carrying out the following
consumer promotion activities including special deals such as:
Indigo Freedom Plan: this deal offers certain benefits of which two are:-
o Friends & Family: This feature is available to the customers on Mobilink numbers (Jazz
and Indigo) which can be added into F&F list by calling the help line any three at 111.
o Local Rates: According to this freedom plan across Pakistan, all call, across all networks are
charged as local calls.
Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to its
consumers. An example of its current bonus offer is:
o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Recharging
their Mobilink Jazz connection between 18th May 2007 and 18th June 2007.

Business and Sales Force Promotions


Mobilink also carries out business and sales force promotions on frequent basis.
Specialty Advertising: Mobilink uses certain items imprinted with its logo as well
advertising messages such as calendars, caps, radios, mugs, and candles. These items are given
as gifts to customers by salespeople.
Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate the
sales force to put in greater effort.
Trade Shows: mobilink actively participates in trade shows in order to enhance its business
promotions. It took part in the usual trade-show presentations of Asia Pacific Billing
and RevenueManagement Week. This event has a particularly interesting through line of taking
services to understand markets. Topics like ‘Increasing Prepaid ARPU in Price Sensitive
Markets’ and sessions on micro payment plans for low income markets were discussed in detail.
The speakers included individuals from Mobilink GSM in Pakistan and Telemig Celular in
Brazil.

Direct Marketing
Mobilink also uses direct channels to reach its customers without using marketing middlemen.
These channels include direct mail, catalogues, tele marketing as well as e-marketing. Mobilink
also uses a very unique technique to reach its customers directly.
SMS Marketing
Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates
one-on-one communication with the market. Mobilink management believes that:-
“Today’s consumers are mobile and today’s marketing must reflect that.”
As SMS is one of the largest platform to reach consumers and almost every mobile phone is SMS
enabled, this method has 100% penetration. SMS targets end consumers directly via their
mobile phones and compels them to take action in order to enjoy a promotion, thus increasing
the success rate of the brand. Plus, SMS is also a cost-effective way to communicate.
Electronic Marketing
Mobilink finds it electronic marketing very important and highly accountable.

Mobilink’s Website
Mobilink has paid special attention to the “context” & “content” of its website to encourage
repeat visits.
Mobilink’s website not only has attractive design and layout but is also very interesting and easy
to navigate.
Context:The alluring color scheme used in the layout of website make it worth navigating. The
choice of color itself has a table to tell.
Indigo: a combination of basic blue suggests the vibes of blue dream.
Red: illustrates passion of blood.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the brand
ID. The logo which is not only Influential & Exhilarating but a sure head turner and is doing
wonders in touching hearts and assuring absolute strength in the brand.
Content:The content is also the heart of the website. It includes:
Info
o News
o Weather
o Business
o Mobilink GSM updates
o TV Commercials of Mobilink
Tools
o Yahoo
o MSN
o Google
o MSN Messenger
o Hotmail
o Gmail
Online Ads and Promotions
Online ads and promotions tools such as banners ads and search related ads are being used by
Mobilink GSM. These ads are placed on targeted and frequently viewed websites. Banners are
also placed on related websites such as those which support web to SMS. For example
“smspk.net”

SWOT ANALYSIS
This SWOT Analysis of Mobilink provides a strategic SWOT analysis of the company's
businesses and operations. This SWOT analysis shows:
 Strengths
 Weaknesses
 Opportunities
 Threats

STRENGTHS
 The company excels in marketing, sales and customer services.
It has the advantage of having a huge and loyal customer base.
-high growth rate
-skilled workforce
WEAKNESSES
Network problem is the biggest weakness for Mobilink for which it faces major criticism or
complaints.
The company is also vulnerable with post paid debts.

future profitability

OPPORTUNITIES
The company has opportunities in the field of wireless and 3G technology.
It can also further capitalize on the emerging trend of value added services.
-venture capital
-growing economy
-new products and services
-growth rates and profitability

THREATS
With lots of competition coming into the telecommunication industry of Pakistan, buyer’s
growing bargaining power is the strongest threat to the company.

-technological problems
-rising cost of raw materials
-increase in labor costs
-cash flow
-external business risks

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