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INTRODUCTION
Ufone is the second largest cellular network in Pakistan. The head office of
the Ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan. Every
Organizational whether its multinational, private business or Govt. Offices
depend on its people. Telecom industry is growing in Pakistan with new
companies is getting license the competition is though as a result is the
consumer is getting benefits and enjoy low call rates. With a population of 15
million countries Ufone is one of the best telecommunication networks that
generate revenue. Ufone Company commenced its operations under the brand
name of Ufone from Islamabad on January 29 2001. Ufone Provide two kinds of
Services that is Ufone Prepay and Post pay. In postpaid they provide a lot of
packages such as Uwon, Ushare. Public Demand etc. in post paid they provide a
Black berry, payment choice, value added service etc.
Ufone has always played a vital role in the development of cellular market
in Pakistan. It has been a step ahead in introducing a innovative product in
the market. Ufone adopted the policy of simplified tariffs with no hidden
charges. Ufone targeted the middle class, by introducing low rates. Ufone has
network coverage in more than 5885 locations and across all major highways of
the country. Mobilink has 910,000 subscribers and Ufone has 565,000
subscribers. According to the latest marker survey there is 70.64% annual growth
in this sector. So when Ufone will change their technology the market is open for
them because their prices are low and they are catering to middle and lower
middle class which has quite big ratio in Pakistan.
The company commenced its operations under the brand name of Ufone from
Islamabad on January 29 2001. Ufone expanded its coverage and has added
new cities and highways to its coverage network. After the privatization of PTCL,
Ufone is now owned by Etisalat.
During the year, as a consequence of PTCL’s privatization, 26% of its shares
were acquired by Emirates Telecommunication Corporation (Etisalat). Being part
of PTCL, the management of Ufone has also been handed over to Etisalat.
During the years, Ufone continued on the path to success. The Company further
expanded its coverage and has added new cities and highways. Ufone has
network coverage in more than 5885 locations and across all major highways of
the country.
During the year Ufone adopted the policy of simplified tariffs with no
hidden charges, which resulted in positive impacts on the usage trends of
subscribers as well as total subscriber base, which has increased to 19.4 million.
Ufone currently caters for International Roaming to more than 230 live operators
in more than 130 countries and introduced International roaming facility for
Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates,
Singapore, Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri
Lanka, Belgium and Kuwait with lowest rates, featuring no security deposit and
activation charges.
GPRS Roaming facility is available with more than 115 Live Operators across 85
countries. The company has also been awarded a new License for providing
cellular services in Azad Jammu & Kashmir and Northern Areas.
 Brands

While keeping its tradition of being the trend setter in the industry, Ufone
changed the image of mobile phones from a luxury only affordable by the elite, to
a necessity affordable by the common man. Since its inception, Ufone
has positioned its brand for masses. In keeping with the upcoming competition
and market dynamics, Ufone increased its focus on the youth segment
(which comprises 50% of the population), with the Prepay brand. By designing
market focused products, Ufone’s brand team launched aggressive campaigns,
which further increased the brand equity. The new brand image gained huge
popularity amongst the targeted market. A recent marketing survey conducted by
a prominent marketing research company showed that Ufone has
considerably increased its brand visibility and image. Ufone’s Prepay brand is
now considered to be one of the most favored brands by the youth market and is
followed by other mobile operators launching their respective brands for the
youth market.
 Products

Ufone offer both prepaid and postpaid services. The following are the services
of Ufone.

Prepaid:
Ufone markets its prepaid services as “Prepay”. Ufone Prepay is more
affordable. Its primary market is intended towards teen agers and students.
Following are some of the prepaid packages of Ufone.

Packages:
5 Life plus Package
6 Prepay Life
 7 Life Value
8 Josh
9 U Circle Life
10 U Circle Life Plus
11 U Rock
12 Public Demand
13 Paanch Ka Pandrah
14 Ghanta Package
15 U Won
16 3 minutes Package
17 One Number free Package
18 Tension Free Package
19 60 Paisa Offer
20 U-Circle
21 SMS Packages
Other Value Added Services:
22 Ufone Game Show
23 SIM Lagao Offer
24 Ufone Member Banao
25 IDD USA, UK & Canada
26 Prepaid Roaming
27 International MMS
28 Products and Features
29 Recharge Options
30 Prepaid Call Details
31 U Share
32 ULoad via 1 link ATM
33 Ufone Conference Call
Post paid
Postpaid services are marketed by the name “Post pay”. These services are
mainly targeted towards the business community of the country but having the
packages of middle class also. Some of the packages are given below,

34 U 50
35 U 250
36 U 550
37 U 1000
38 U 1600
39 U 5000
40 Post pay Unite
41 Bonus SMS Package

Payments of bill
42 Payments through Scratch cards
43 Through UTop Up
44 Cash or credit card
45 Direct debit
46 Using I link ATM

Business Activity Monitoring: A Case

Study
Ufone is Pakistan’s 2nd largest cellular services
providing company with a subscriber base of
over 20 million. The company maintains
network coverage across 10,000 locations.
Ufone has focused on being the market leader
 in Value Added Services (VAS) by constantly
introducing
innovative services.

Challenge
Ufone was challenged with servicing requests
across a huge customer base. These
requests
came through multiple channels (Call center,
IVR, Web etc) and required responses in a
time
sensitive manner. All of these requests had
to traverse across the intersection of the
three
critical operational systems: CRM, Billing and
Network Provisioning. The current integration
solution utilized point-‐to-‐point connectivity
across these three systems. This had resulted
in
significant complexity in handling requests in a
consistent manner. The point-‐to-‐point
connectivity also implied that Ufone lacked a
unified reporting or monitoring view across the
entire process of handling incoming requests.
A typical VAS provisioning request might entail
more than 40 discrete process steps and
gaining visibility overall execution of this
complex process was a critical business need.

Apart from the process orchestration issue, the high volume of

requests was also a major
concern. The required solution had to handle an
average load of 1.5 million end-‐to-‐end process
transactions per day.

The Solution:
A joint IBM-‐Techlogix team proposed a Service Oriented
Architecture (SOA) enabled, process
centric approach to address Ufone’s requirements. The team
automated 22 key business
processes. This work also consolidated current and new
interfaces, built an SOA enabled
platform to support integration of the key business
processes and implemented business activity
monitoring for insight into the process workflows
for proactive improvement and root cause
analysis.

Some of the key processes

addressed were:
♦ New Customer Activation
♦ Package Change
♦ Change of SIM & Number
Change
♦ Access Level Change
♦ VPN Activation / Deactivation/Deletion
♦ Customer Payments & Reversal of Charges
♦ Friends and Family
Offering
Activation/Modification/
Deactivation ♦ Credit Limit
Update
♦ Service Barring and
Restoration
♦ VAS Activation/Deactivation

Figure 1 Complex Process Orchestration

Issues Faced & Strategy Adopted
During the implementation of the project, the
major challenge faced by the team was
handling
the high volumes of process requests many of
which were long-‐running due to possible
process
flow paths which included retries in calling
services on participating system as well, in
some
cases, requiring human intervention in a work
flow. The state of these long-‐running processes
was necessarily persisted into the database that
had significant consequences for throughput.

To handle this challenge, the Techlogix team in

effect implemented two versions of each process
to serve as alternative paths to each other.
While the process encountered no exceptions, it
was
handled as a short-‐lived non-‐persistent process
with very high throughput. If a process
exception occurred, a new long running process
was spawned and process execution was
handed over to this instance. Since exceptions
occurred in less than 5% of all process
instances,
this allowed Ufone to both have high throughput
processes and handle exceptions in a
controlled manner.

Technology
The team implemented the solution using the
IBM Websphere platform including Websphere
Process Server, MQ Broker and Websphere
Business Activity Monitor.

Benefits:
The backbone architecture developed and delivered
as part of this project will serve as a foundation
for future business process automation allowing
new services to be plugged seamlessly into
this scalable service & process centric
architecture.

Furthermore, the Business Intelligence delivered by

 the BAM dashboards is of enormous value to
the customer adding visibility into their business
execution.

BPM & SOA at Ufone: A Techlogix Case Study

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About Techlogix
Techlogix is a global Consulting and IT Services
company. With over 300 consultants in the US
and Asia, Techlogix delivers solutions in seven
key practices including BPM, Master Data
Management, Business Intelligence, Application
Integration, Project Portfolio Management,
Enterprise Applications and Software Product
Engineering. Our practices areas deliver
breakthrough business value for enterprise
customers.

Contacting Techlogix
781 933 1846
800 West Cummings Park, Ste
4950
Woburn, MA, 01801
bpmpractice@techlogix.com
www.techlogix.com
BPM & SOA at Ufone: A Techlogix Case Study

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