Mobilink Telecommunication

Pakistan Mobile Communications Ltd, Mobilink GSM (PMCL)

Type
Genre Founded Founder(s)

Public Limited Company

Subsidiary 1994 Motorola USA

Islamabad,Pakistan Headquarters Mobilink House, 1- A, Kohistan Road, F-8 Markaz, Islamabad

Area served Key people Industry 10000 cities, towns, and villages across Pakistan[1] Rashid Khan, President and CEO Telecommunication postpaid Indigo , prepaid JAZZ, Mobilink PCO, WiMAX Naguib Sawiris 5000 Orascom Telecom Egypt www.mobilinkgsm.com

Products
Owner(s) Employees Parent Website

Historical Background

Pakistan Mobile Communications Limited, better known as Mobilink 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.,[citation needed] later it was sold to Orascom, an Egyptbased multi-national company. Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the name of "Jazz". In addition to cellular service, the Orascomm group is diversifying its service portfolio by setting up new businesses and also expanding through acquisitions. With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet service provider in Pakistan. Currently providing services only in Karachi. WiMax services will be sold under the brand name "Mobilink Infinity". Technology is backed by Alcatel, and company is using a ZYXEL Customer Premises equipment. In addition to Mobilink, the Orascom group also owns TWA (Trans World Associates) which operates an undersea fiber optic cable from Karachi to Fujairah, UAE

Historical Background
. Mobilink 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 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.

. MISSION STATEMENT

To be the unmatchable mobile system of communications in Pakistan this provides the best value to its customers, employees, business partners and shareholders

Mobilinks Vision
To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions of our customers while exceeding shareholder value and employee expectations

Ownership Structure:
President and CEO Rashid Khan Chief Information Officer Tariq Rashid Vice President Human Resources, Administration & Security Ali Raza Mehdi Vice President Sales Irfan Akram Vice President Marketing Bilal Munir Sheikh

Ownership Structure:
Vice President Customer Services Mustafa Peracha Vice President & Head of Broadband Business Division. Naeem Zamindar Vice President Corporate Affairs Agha Qasim Chief Technical Officer Ramy Reyad Kamel Vice President/ Chief Strategy Officer Mr. Aamir Ibrahim

GOALS AND OBJECTIVES

To increase and stabilize market share To have the largest subscriber base in Pakistan Employee development

Centralization or Decentralization
The authority in Moblink is overall centralized but the middle and lower level manager are allowed to make important decisions and the employees are provided with broad framework within which they are free to make their own decision and take risks as long as they are consistent with the company S mission and goals. the regional managers are free to make decision but the final authority to approved those decision or suggestions rests with the top management.

Mobilink 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. Mobilinks 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

The actual numbers reported by PTA.

Mobilinks Market Share and Role in the Pakistani Market

Pakistans largest cellular provider maintains a tremendous growth rate despite the deregulated market. With the introduction of new products into the market and expansion through various rural and urban cities, Mobilink continues to capitalize on its position in the market. Despite complaints about quality and connectivity issues, the number of customers continues to grow. Mobilink commands approximately 46.5% market share and is the market leader. This firm has the largest market share in the relevant product market, and leads the other firms in price changes, new-product introductions, distribution coverage, and promotional intensity

Mobilink Market Share In Layyah Market:

In layyah market Mobilink market share is 62% and others Company market share is 38%. Layyah market for Mobilink is considered as premium market due to sale of load and number of customer .In 2010 layyah Franchise had won Annual Award for highest layyah market share.

Sales
Employs direct and indirect channels to augment sales. They are also responsible for extending post sales support to ensure customer convenience. The major functions within the sales division include: Indirect Sales Direct Sales Enterprise Solutions Corporate Sales Distribution

Hierarchy Of Sales Management Of Mobilink

Sales Management of Mobilink From Company Ends

President Voice President Sales
Director Reginal Sales Officer Zonal Sales Officer Terriortry Sales Officer

Sales Management From Franchise Ends

Company

Franchise

Retailers End Users

Sales Management From Franchise Ends

Franchise Sales Representivess Distribution Officers Sales Team

Retail Manager

Sales Territories of Mobilink

Mobilink has 11 sales regions in Pakistan and in these 11 sales regions company has developed franchises . Mobilink has 470 franchises in Pakistan . To manage these franchises company assign 3 to 5 franchises to one territory sale officer. Mobilink develop territory on customer bases.

Franchisee Requirements.
To get the franchise franchisee has to full fill following requirements. 1.Security fees Rs.250000 2.Construct franchise at own Land. 3.Educated and well aware of communication business. 4.Pay salary to franchise staff andy sales team. 5.Pay franchises utility bills Anderson otherwise franchise expenses.

Mobilinks Sales Force

Sales force serves as the companies personal links to the customers. Mobilink fast paced growth is fueled by the foundation of innovation and the relentless work of 4000 dynamic team members. The sales force members are some of the best talent in the country and can be distinguished from others on the basis of their convincing power. The have the passion and the spirit to challenge the norms, and so they are the part of winning team

Sales Force Objective:

The chief objective of Mobilinks sales force is not only to encourage sales but also to diagnose customers problem and to propose an effective solution thus satisfying them completely. They play a strong role in improving customer profitability.

Sales force Structure

Mobilinks sales force manages following types of sales force: Technical and Application Engineers Service Personal Distributor Sales Force

Sales Force Compensation

Mobilink has attractive compensation packages for its sales force. Along with a fixed amount i.e. salaries, they are also offered variable amounts such as lucrative commissions. Benefits such as paid leaves as well as accident benefits are also offered to the sales force.

Training the sales Representatives

Since Mobilink realize that a professional sales force plays a key role in developing and growing customers, it trains its sales representatives to effectively convince the customers by using effective screening techniques.

Sales Team
In each franchise, there is a sales team consisting of 5 to 8 team member and this team is supervised by team superior. The members of teams are selected by franchisee and company distribution officers. Minimum requirement to be a part of sales team of Mobilink is intermediate. Sales team supervisor train the member of the sales team

ROLE OF COMPANYS SALES FORCE IN CREATING VALUE FOR THE CUSTOMERS

The companys sales force creates value for customers and builds customer relationship through the following ways: BRAND EXPERIENCE: Brand experiences arise in a wide variety of settings when consumers search for, shop for, and consume brands. The different offers and packages provided by Jazz such as Jazz encyclopedia, Jazz ring tunes, favorite friends and family number, etc provides the customers with a distinct brand experience. These offers keep the customer connected with Jazz with the brand experience that it offers. FACE TO FACE INTERACTION: The companys sales force also creates value for customers and builds customer relationships through face to face interaction with the consumers. This is done during the sales of their SIMs, during customer visit at franchise and at the Customer Service Centre. CUSTOMER CARE: Customer Services at Mobilink is known as Customer Care mobilink Jazz defines their customer care. Total Customer Satisfaction is one of the key Mobilink values that place customers at the heart of mobilinks success.

ROLE OF COMPANYS SALES FORCE IN CREATING VALUE FOR THE CUSTOMERS

Regional Languages Support (111) At Mobilink, they understand the unique needs of each of the customers. And to deliver on these needs, they add a personal touch., they are servicing the customers in languages that include English, Urdu, Pushto, Punjabi and Sindhi. Customer Support (111) Customers can call at the helpline 24 hours a day and 7 days a week for any query, complaint or concernCustomers are intimated for an update regarding the concerns which require detailed investigation. Customers can also contact us by dialing 042/051/021 111 300 300 from their landline/other operator numbers. In addition to Helpline, following are the other few mediums through which customer can communicate concerns to the operator: Mail / Fax Email / Website www.mobilinkworld.com Dedicated Corporate Relationship Support By providing their corporate patrons with dedicated support, their Corporate Account Managers (CAMs) assist with personalized connectivity solutions and an array of services

Mobilink Product Lines

Mobilink Indigo Mobilink Jazz Mobilink World Mobilink PCO

Value Added Services

GPRS Mobilink Mustt Services SMS Messaging Power Tools Chat Services Dedication Services Power Tools Mail Services Info Services IVR Ring tones/Logos On Call Services Missed Call Alerts

Jazzs Variants and the BCG Matrix:

Sales Promotion To Achieve The Targets

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:Friends & Family: This feature is available to the customers on any three Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling the help line at 111. 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: Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Free Mints : Mobilink offer free mints to customer on purchase of new SIM Free SIM Replacement: Mobilink Offer free SIM replacement which has been lost Free Mints and SMS on MNP : Mobilink Offer Free mints and SMS on MNP City Offers: Mobilink offer City offers to the customers

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.

Sales Forcasting at Mobilink

To forcast the sales company use Time series with growth and also consider seasonal influencing and promotional plans Sof Mobilink. Seasonals Factors are. In the month of Ramdan Sales increases as compare to other months At Eids sales also increased In rural areas in month of April and May Sales decrease and in June and July increases and again in October and November decrease and in December and following months increase. Company Promotional Plans: If company has a plan to promotionals plans then company also consider it

Mobilink Customize Software For Sales Forcasting

EFICS (For Finance and daily sales report with auto audit) CIVIL (SIM replacement and Post paid SIM reports) E-Front(For MNP and daily reporting)

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 havent 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.

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.

Logistic Management & Mobilink

In todays global marketplace, selling a product is sometime easier than getting it to customers. Companies must decide on the best way to store, handle and move their products and services so that they are available to customers in the right assortment, at a right time, and in the right place. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic management and physical distribution from its competitors.

Logistic partnership and Mobilink

Companies must also work with other channel partners to improve whole channel distribution. The members of distribution channel are linked closely in creating customer value and building customer relationship. Mobilink management builds logistic partnership to achieve customer value and building customer satisfaction with different courier services. The courier companies by which Mobilink has partnered are as follows: TCS OCS UPS

Sales Budget
Since the competition is intense in the telecommunication market, Mobilink has a significant Sales budget. It is advertising heavily to be heard and to constantly remind its target market to go for Mobilink. However, Mobilinks actual Sales budget was not disclosed by the management.

PAY PACKAGES AND EMPLOYEE BENEFITS

The pay packages and benefits are as under: Lower management 1. Basic Pay (unknown/confidential) 2.Utilities (foods, Cell phone connection and monthly allowance) 3.Transport facilities (only for females) 4. Annual Increment 5.Subsidized rate (discount at company products) Middle Management 1. Basic Pay (unknown/confidential) 2. House rent 3.Utilities (foods, Cell phone connection and monthly allowance) 4. Transport facilities 5. Annual Increment 6. Medical allowance 7.Subsidized rate (discount at company products) 8.Cell phone (Blackberry) 9.Learning and growth opportunities 10. Training & Development 11. Promotions

Upper Management (Managerial) 1. Basic Pay 2. Annual Increment 3. Annual Bonus 4. Medical allowance 5.Car (limited Fuel & Maintenance) 6.Utilities (foods, Cell phone connection and monthly allowance) 7.Cell Phone (Black berry) 8. Laptop 9.Learning and growth opportunities 10. Training & Development 11. Life insurance 12. Promotions 13. Subsidized rate (discount at company products)

Upper Management (Directors& VP) 1. Basic Pay 2. Annual Increment