Internship Report on Mobilink GSM

8/3/2019 Internship Report on Mobilink GSM

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MOBILINK GSM

Introduction

Mobilink GSM -Introduction

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is atelecommunication service provider in Pakistan. Mobilink started operations in 1994 asthe first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was soldto Orascom, an Egypt-based multi-national company. It has become the market leaderboth 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 cellularservice provider to operate on a 100% digital GSM technology in Pakistan that alsoprovides 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 andmultinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) andprepaid (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 Pakistancellular industry.

In addition to providing advanced voice communication services that makes the lives ofmillions that much easy, Mobilink also offers a host of value-added-services in itsMobilink World brand to its prized customers. At the same time, Mobilink places highimportance to its coverage, which is why it covers its customers in 5000+ cities andtowns nationwide as well as over 100 countries on international roaming service.

Mobilink is also the official telecommunication service provider for the Pakistan CricketBoard (PCB). The company was awarded the license to operate in Azad Jammu andKashmir (AJK) on 27 June-2006.

Facts About Mobilink GSM

Company Structure Private Limited


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Genre Subsidiary

Parent Orascom Telecom Egypt

Owner Naguib Sawiris

Founded 1994

Founder Motorola USA

Industry Telecommunication

Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.

Area served 5000 cities, towns, and villages across Pakistan

Revenue 250.2 million USD (3rd quarter, 2006)

Website www.mobilinkgsm.com

Mobilink Vision

To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers while exceeding Shareholdervalue & Employee Expectations.

Goals and Objectives

Expand the business.

Provide better service to people in the field of telecommunication.

Retaining the role of a leading telecommunication company.

Attract maximum customers and satisfy them.

Excel in meeting customer needs.

Seek employee involvement, continuous improvement and enhancedperformance goals.

Achievements


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ISO 9002 Quality Management System Certification for Billing, EngineeringDepartments and CS Contact Center

Implementation of a full Intelligent Network (IN) platform from Siemens for thePrepaid 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 100 countries around the world with true internationalroaming with over 300 operators across the globe

First mobile operator in Pakistan to offer extensive GPRS Roaming andBlackBerry Roaming services

Societal Marketing

Mobilink believes in playing an active role in supporting the community and socialdevelopment of Pakistan. Each year, Mobilink and its staff contribute significantly tocharities and community projects to help bring about a better quality of life to the lessprivileged in the community and enrich the lives of Pakistanis through support in localarts, education and sports.

Educating the Youth

Mobilink has made various donations to educational institutes. This includes donatingcomputers to the Federal Board of Intermediate and Secondary Education, donating Rs.100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, andsponsoring the commemorative ceremony for the golden jubilee of Cadet College,Hasanabdal.

Supporting the Arts

Mobilink's alliance with the international Kara Film Festival demonstrates itscommitment to the promotion of art and theatre. The festival creates a space for


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alternative and independent cinematographers, both experienced and new filmmakers, toexhibit their creative endeavors in Pakistan.

Employee Involvement

Mobilink believes in supporting the community not only through sponsorships but alsothrough employee involvement. In addition to sponsorships, Mobilink encourages itsemployees to be engaged in community welfare work and to support relevant causes.

Earthquake 2005

During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan,Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in all

major hospitals to provide free calling facilities to patients and relatives arriving from farflung areas. Goods such as blankets, shawls, jackets were also collected for those affectedby the earthquake and Mobilink Relief Teams were constituted to provide aid to theNorthern Areas.

Strategy and Management

Mobilink is led by Zouhair Abdul Khaliq, who has been the President and the CEO sinceJune 2003. Since then, Mobilink has embarked on an aggressive growth strategy.Mobilink closed 2003 with 2 million customers. In comparison, Mobilink closed 2005

with more than 11 million subscribers. Currently, the subscriber base has increased tomore than 24 million.

Network

During the last 13 years, Mobilink has set up one of the largest cellular networks in thecountry. Currently, it is covering more than 5000+ cities and towns. This has involved aninvestment in the company of more than US$ 1 Billion. Mobilink has 50 Switches andmore than 4,900 cell sites and the number keeps growing at a rapid pace. It also hasdeployed around 3,000 km of optical cable.


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Switches Siemens and Alcatel

Radio Base Stations Motorola and Alcatel.

Intelligent Networks Siemens

Microwave Equipment NEC and Alcatel

Operating Frequency 900/1800 MHz

Evolving the Prepay

Traditionally, post-paid billing has always been the method that telecom companies haveused for obtaining payments for the services provided. Whether the said companies werestate-owned giants, or private ventures; billed accounts were the way to go. With theadvent of mobile telephony, this system changed to accommodate and facilitate the needsof different users. Here was where the prepay concept was born.

The company that is credited with introducing the concept in Pakistan is Mobilink. There

is little doubt, though, that when the company that prided itself on its executive clientelecame up with prepaid cards, it could not have imagined the extent to which the ideawould take off in the country. On the other hand, it is not hard to imagine the motivationbehind Mobilinks decision to launch its offering. At the time, having a cell phone and apost-paid connection was no cheap thing. So, the company decided to try to grow bytargeting the majority that could not afford billed connections. The idea worked prettywell, and Mobilink Jazz came to be.

BCGGrowth Rate Matrix


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BCG Growth Rate Matrix

STAR. ?

CASH COW. DOG

High Low

High

Mobilink

Market

Growth

Rate

Low

Mobilink Market Share


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Mobilink claims all its products as Star with the highest Market Growth Rate and highestMarket Share.

SWOT ANALYSIS

STRENGTHS

The company excels in marketing, sales and customerservices.

It has the advantage of having a huge and loyal customerbase.

WEAKNESSES

Network problem is the biggest weakness for Mobilink for which itfaces major criticism or complaints.

The company is also vulnerable with post paid debts.

OPPORTUNITIES

The company has opportunities in the field of wireless and3G technology.

It can also further capitalize on the emerging trend of valueadded services.


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THREATS

With lots of competition coming into the telecommunicationindustry of Pakistan, buyers growing bargaining power is the

strongest threat to the company.

Marketing Management

&

Mobilink GSM

Marketing Management

The art and science of choosing target markets and getting, keeping, and growingcustomers through creating, delivering, and communicating superior customer value.


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Marketing Research

Marketing research

The marketing research process includes the systematic identification, collection, analysisand distribution of information for the purpose of knowledge development and decisionmaking. The marketing executive at Mobilink admits that understanding markets andcustomers is the bedrock on which business planning and strategy is built. Withoutknowing our customers needs and wants or understanding demand, our business will beunder constant threat from competitors and may be failing to extract the maximum valuefrom the market. Mobilink provides excellence in market research through their extensiveexperience in telecommunication working.

They focus on providing better research techniques that enables to understand why andhow customers make choices and a better research process, based on understanding thebusiness and commercial context. Mobilink marketing executive further says that ourresearch process is designed so that we take more care to understand our goals andconstraints and use this to deliver better value to our customers. Market research does not

sit in a vacuum. The design and outcomes of a market research project have to reflect notjust the results from the data, but the way in which the organization could and should usethe data.

Mobilink hires Custom marketing research firms to carry out specific projects

Marketing research process by Mobilink

Effective marketing research in Mobilink consists of 6 steps


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Step 1: Identifying and defining the problemStep 2: Developing the approach and establishing research design and strategy

Step 3: Collecting the dataStep 4: Performing data analysisStep 5: Reporting and presentation

Step 6: Making a decision

Step 1: Identifying and defining the problem

The first step is to understand the question(s), which need to be answered. Then theywork to identify and outline the marketing research project objectives and define the size

and source of the survey sample. Next, the most appropriate marketing researchmethodology is determined. The innovative and actionable design approaches ensuresthat study is customized to meet the unique needs of the project.

Step 2: Developing the approach and establishing

research design and strategyMobilink researchers gather data both by primary and secondary means. The second stepis questionnaire development. Surveys are designed with the marketing researchobjectives in mind. It is made sure that the questions address the needs of the project andall surveys are pre-tested to confirm the survey, instructions and procedures are set upappropriately. The next step is to coordinate data collection.

Step 3: Collecting the data

The data is collected via telephone, in-person, through the Internet or by using qualitative

research. Marketing research studies are continuously monitored by the research team toensure accuracy. As Mobilink is well aware of the fact that data collection phase is proneto errors and inaccuracies so the management tries hard to get that right. A major problemis getting biased and dishonest answers. So getting true respondents is crucial.

Step 4: Performing data analysis

The fourth step is to analyze the data. Once collected, Mobilink utilizes their extensivestatistical and analytical expertise to transform the data into clear, concise and actionableinformation. Key findings are summarized and a course of action is recommended.


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Step 5: Reporting and presentation

The fifth step is to report the results. Our clients have come to rely on our reportingcapabilities. Whether it's providing presentation-ready materials, formatting reports tomeeting the internal standards or delivering reports via choice of media, every effort aremade to give the insight that mobilink is the most innovative and progressivetelecommunication company in Pakistan.

Step 6: Making a decision

Mobilink uses marketing decision support system to enable its managers to make betterdecisions, it is the system for collection of data, system, tools and techniques withsupporting software and hardware which an organization gathers and interprets relevant

information from business and environment and turns it into a basis for marketing action.

Mobilink's Mobile Intelligence Program

Mobilink's Mobile Intelligence program is a framework, which we apply across our ownresearch and development as well as across all our mobile marketing and mobile mediaassignments for our clients and partners.

This approach is market proven and has been the foundation for the 100's of mobileproducts and services that we have developed and managed since January 2001. Thisframework underpins our research and thinking on Mobile Communities, MobileServices for the Youth Market and the convergence of Mobile Marketing and MobileMedia

The Mobile Intelligence program has 5 key phases:

Discovery

Understanding and identifying the key objectives of the mobile services.

Mobile Marketing or Mobile Media or a combination of both?

Research and due diligence

Strategic Planning


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Identifying and documenting timeframes, milestones and business case

Integration with new or existing marketing and media activities

Legal and compliance issues

Strategic partners and distribution channels

Creative Development

Creative and campaign development

End user experience and interaction design

Mobile media production and delivery

Integrated mobile marketing and media services

Mobile Technology and Implementation

Element Platform and Modules

Telecom and messaging infrastructure

Use of appropriate technology and mobile content (SMS/MMS/Java/ Ringtones/Icons)

Hosting, management and ongoing technical support

Program Management Client Services Team

End user support

Ongoing reporting and analysis

Proactive ideas and research


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Roadmap for client development

Mobilink Marketing IntelligenceMarketing Intelligence System is a method of collecting and organizing importantbusiness information into a useable form for important business marketing purposes.Marketing Intelligence System at mobilink is used for various purposes:-

For the ability to forecast sociological and technological changes ahead of timeand make the necessary internal changes to adjust to the changing environment ofthe consumer.

The ability to track customers order history, their interests, and apply thatinformation to better advertising and target marketing.

The ability to detect competitor changes to enhance the companys operationtactics in which area that competitor operates.

For Mobilink, the Intelligence Platform is a way of thinking about who they are, whatthey know, and what they think about the company and the competitive marketplace.When we begin an assignment, the Intelligence Platform is examined as it is. Questionslike What do we know? What ideas have been generated? What are the driversthat give the business its unique personality? are answered in order to get the required

information.

Mobilink views marketing intelligence with three very different components. It includesdata, ideas, management experience, and judgments.

Source Categories

Search engines, search utilities, etc.

Financial information sources (Company filings / public & private companydata)

Newspaper and news resources

Patent & trademark resources

Government sources

Trade & industry sources

Demographic data


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Geographic / Country information & maps, satellite images, etc.

Trade directories

Legal information sources

Competitive intelligence database software suppliers

Other public information sources

Segmentation, Targeting,

&

Positioning


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Segmentation

Mobilink, a telecommunication service provider emphasizes on being part of a valuedelivery process. The first phase, choosing the value, represents the homeworkmarketing must do before any product exists. First, the marketing staff must segment themarket. The variables used for segmenting the consumer market demographic as well aspsychographic:-

Age

Income

Occupation

Social Class

Targeting

The second step of choosing the value is selecting the appropriate target market.Mobilinks target market varies with its different product lines e.g. the Mobilink Indigobrand mainly targets the corporate sector of the Pakistani community. The Jazz Octane isdesigned to attract youth; Jazz Budget is aimed at the middle and upper-middle class,

while Mobilink World targets the masses with its diverse value added services.

It is important to understand that the future of marketing telecommunication services inPakistan is going to be based on targeted segmentation strategies. Mobilink follows thetarget selection pattern of full market coverage and develops strategies as per therequirement of the different targeted segments.Mobilink has followed a consistentstrategy of growing the network and ensuring that the products are available everywhere.This growth has been further strengthened with brand building activities that haveensured that Jazz and Indigo remain synonymous for premium telecommunicationservices for which they are close to the hearts and minds of the customers.


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Positioning

Developing the offerings value positioning is the last part of choosing the value phase ofthe value delivery process.

Mobilinks catchphrase Mobilink Reshaping Lives tells all about how they want toposition the brand in the minds of their target customers.

The message they want to communicate to the consumer market is that Mobilink is thebest solution for telecommunication and can be trusted to provide communicationfacilities all across the globe where no other service is available.

Competitive Forces

Competitive Forces

The industry structure of Pakistans mobile phone service providers is differentiatedoligopoly; a small no. of large firms producing products partially differentiated along thelines of quality, features, styling, or services. There are 6 major providers of mobileservice in Pakistan.


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Mobilink GSM

Telenor

Warid Telecom

Ufone

Paktel GSM

Instaphone

Mobilinks Market Share and Role in thePakistani Market

Pakistans largest cellular provider maintains a tremendous growth rate despite thederegulated market. With the introduction of new products into the market and expansionthrough various rural and urban cities, Mobilink continues to capitalize on its position inthe market. Despite complaints about quality and connectivity issues, the number ofcustomers continues to grow.

Mobilink commands approximately 46.5% market share and is the market leader. Thisfirm has the largest market share in the relevant product market, and leads the other firmsin price changes, new-product introductions, distribution coverage, and promotionalintensity. It is followed by Ufone which has 20.9% of the total Pakistan market. Waridclaims a 15.7% share of the countrys wireless market closely followed by Telenor with14%. Paktel had 2.7% of the users untill the end of 2006.


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Competitive Strategies

Being the market leader, first, Mobilink must find ways to expand total market demand.Second, it must protect its current market share through good defensive and offensiveactions. Third, it has to try to increase its market share, even if the market size remainsconstant.

Expanding the Total Market

Mobile phone tele-density has increased to 35 per cent with over 53 million users. Themarket growth still has 65 percent potential if not more, as Pakistans population is over150 million. The dominant firm gains the most when the total market expands. Same is

the case with Mobilink. It uses the following strategies to expand the total market:-

Market-penetration strategy

New-market segment strategy

Geographical-expansion strategy

Defending Market Share

The rapid growth in mobile phone ownership has opened a new, mass marketing channelfor marketers to reach their target market. Direct, responsive and measurable, mobilemarketing is emerging as a key element of the marketing mix for Mobilink.

Mobile marketing integrates across the marketing mix to drive the effectiveness of bothabove and below the line activities. Delivering:

Direct marketing channel to customers

Clean, uncluttered environment to maximize the impact of the marketingmessage

Context and time relevant marketing medium

Instant response mechanism delivering true one to one communication

A digital medium enabling deep campaign measurement and analysis

Mobilink marketers are deploying the mobile to strategically drive customer acquisition,retention and improved relationships to defend its market share. Campaign tactics includeas an instant response mechanism to TV and poster campaigns, as a direct medium to


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drive awareness in targeted demographics and for instant win for on or off packpromotions.

Engaging and effective mobile marketing campaigns reflect an understanding of theexisting mobile habits of the target market.

The unique and personal nature of mobile communication dictates an approach that isclear, actionable, engaging and instantly rewarding for consumers.

How does the target market currently use mobile?

The effective integration of the campaign across multiple elements of themarketing mix

Ensuring a positive customer experience as a key driver for response and uptake

Building long term value out of data collection

Operating within the regulatory and legal guidelines for mobile marketing

Company Orientation

While a company has to keep a watch on its competitors, Mobilink strongly favors acustomer-centered orientation and considers itself to be a customer-centered company.A customer centered company is in a better position to identify new opportunities and seta course that promises to deliver long-run profits. Same is the case with Mobilink. Bymonitoring customer needs, it can decide which customer groups and emerging trends arethe most important to serve given its resources and objectives.

Marketing Mix The 4 Ps


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Marketing mix

It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthyhas 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 acommunication mix of advertising, sales promotion, events, and experiences, publicrelations, direct marketing, and personal selling to reach the trade channels and the targetcustomers.

As a popular brand there is a lot that is expected from the company and the managementstrives hard to ensure that the promises are kept. Mobilink has been continuouslyinvesting in network resources and improving its marketing mix so that its vast customerbase can be satisfied and expanded.

The four Ps of Mobilinks marketing mix are explained ahead in detail.


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PRODUCT

Mobilink Product LinesMainly there are four product lines of Mobilink with each having separate target marketsand positioning.

Mobilink Indigo

Mobilink Jazz

Mobilink World

Mobilink PCO

Mobilink Indigo

Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brandname, Indigo. Indigo ignited an evolution in the communication industry redefining theessence of the post-paid services in Pakistan. The brand delicately caters to the need of itscustomers, symbolizing the vision of connecting the subscribers in every aspect of life.Indigo says:


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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

Indigo Genie

Target Market

Indigo targets the upper business class that is not concerned with the cost but wantconvenience, quality and a brand image that suits their personality. Who doesnt want fun

or music but want a brand that is Competent and Indigo is well satisfying the desires ofits corporate customers. Introducing Blackberry connect through which businessmen cantake

their office anywhere, share attachments etc. That is why Indigo customers are loyal tothe brand and hesitate to switch to other connections. It can be said that Indigo enjoys thebenefits of a monopoly in the corporate sector.

Mobilink Jazz

Jazz is an exciting and energetic offering of Mobilink, targeting specifically thoseenthusiastic teenagers, middle class and the youth market of the country, wishing to enjoyfreedom, fun, lower rates and a package that matches their personality.

Jazz Offerings

Jazz Budget

Jazz Octane


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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 friendsand 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 intheir personality of youth with low SMS rates, discount rates and lower air time rates forthree numbers.

Jazz Ladies First

Specifically designed for ladies (housewives) who along with their routine work want tohave 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 Share

An exciting new service targeting the Jazz family Members and allows them to sharebalance anytime, anywhere.


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Jazz Advance

Targets Jazz Family Members with Additional balance benefit to help them talk somemore!

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 notjust fun, but also help its customers with their business needs. Whether it's a Bolo SMSthey want to send to a friend or a ring tone they want to download to customize theirphone 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


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CricVideo

International SMS Chat

Ring Tone Club

Target Market

Mobilink World is the Value Added Services Brand for Mobilink and its target market isits 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 specialjust for you.

Mobilink PCO

For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own rightthat 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. Itconsists of two LCD's that helps customers to keep a tap on the duration and the costingof the calls they make.

This latest venture from Mobilink is aimed at bringing prosperity and happiness for allthe people throughout Pakistan. It's a complete self-employment solution for the peopleof Pakistan, fulfilling their dreams and aspirations.

Mobilink PCO does not only give its consumers higher returns on a very low investmentbut it also creates a world of better prospects in terms of a consistent source of income forthem.

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


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With this unit customers experience even higher returns even though the investment interms of capital is very minimal. Mobilink PCO no doubt is a world of opportunitieswithin itself.

Exceptional coverage and the ease of its wireless technology-carry it whereveryou wish

Load the free jazz card provided and embark on a successful business ventureright away

Benefits from after sales services

Parental Control Phone Disney D100

Mobilink and Disney have launched a parental-controlled mobile phone for children. Thisis the first time a cellular company in Pakistan has launched a mobile phone that willmeet the communication and security needs of parents. The features of the new Mobilink-Disney D100 allow complete parental control on all outgoing and incoming calls and textmessages. With the help of this new feature, parents can control who the child cancorrespond with, thus enabling parents to keep a check on the list of people the child iscommunicating with. Furthermore, the phone is easy to use as it provides the child with aone-key option to reach parents. It is also protected in that it does not feature Bluetooth ora camera and cannot access any type of multimedia content or website. The handsetfeatures embedded Disney ring tones, animated screensavers and wallpapers. The D100will come with both four and twelve button keypads that are interchangeable to adapt thehandset to the capability of the child. The handsets are available featuring popular Disneycharacters, including Mickey Mouse, Donald Duck, Winnie the Pooh and Tinker Bell.Mobilink services give parents complete control over their childs phone expenditure thusmaking it a cost-effective resource.

The D100 has been developed for Disney by Dubai based Broad link Research, Disneyslicensee and partner. After conducting market research and realizing the growing needsof working parents to stay in touch with their children using mobile phones; Mobilink incollaboration with Disney has introduced this innovative solution to the Pakistani market.Moreover, changing social trends and feedback received by Mobilink through thisresearch led the market leader to co-launch a safe and secure solution for parents.


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Pricing

Mobilink is the undisputed market leader, which is why it is believed to be expensive ascompare to other telecommunication service providers. Having the largest customer basein the country with the fact that its service is available in the remote areas of Pakistan aswell, people rely on Mobilink services leading to the fact that Mobilink charges highercompared to its competitors.

Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilinkrecently started GPRS services with RS. 500/ month of unlimited usage which is a treatfor GRPS users who want to take their office with them. Mobilink provides them withthis facility with fairly reasonable charges.

Tariff Details for Mobilink Products

Indigo

Indigo Freedom Plans

Details ChargeFreedom

Plan 1Freedom

Plan 2Freedom

Plan 3FreedomPlan 3+

FreedomPlan 4

Weekend

Tariffs

Rs/min 0.99 0.75 0.63 0.50 0.40

F&FCharges

Rs/min 0.99 0.75 0.63 0.50 N/A

Air TimeCharges

Rs/min 2.00 1.50 1.25 1.00 0.60

FreeMinutes

Monthly 0 100 400 800 1200


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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 numberduring selected Happy Hour Window *

Rs. 0.40 / 30 seconds

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 inPakistan


Outgoing calls to all Landline numbers inPakistan


SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS


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Jazz Easy Tariffs

Details Rates

Outgoing calls to any 3 Friends & FamilyMobilink numbers*

Rs. 0.99 / min

Outgoing calls to any Mobilink Number Rs. 2.10 / min

Outgoing calls to all mobile networks inPakistan

Rs. 2.50 / min

Outgoing calls to all Landline numbers inPakistan

Rs. 2.50 / min

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 Mobilinknumbers*

Rs. 0.99 / min

Outgoing calls - Any Mobilink number Rs. 2.50 / min

Outgoing calls - To Landline numbers(inclusive of interconnect charges)

Rs. 2.99 / min

Outgoing calls - Other mobile networks(inclusive of interconnect charges)

Rs. 2.99 / min

SMS - to any Mobilink number *** 20 paisas / SMS


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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 Minute)

Rs. 2.50 / min

Outgoing calls - Any Mobilink number(2nd minute onwards)

Rs. 1.50 / min

Outgoing calls - Any Mobilink number

( 3pm-6pm )

Rs. 1.50 / min

Outgoing calls - To Landline numbers(inclusive of interconnect charges)

Rs. 2.99 / min

Outgoing calls - Other mobile networks(inclusive of interconnect charges)

Rs. 2.99 / min

SMS based Value Added ServicesSubscription

Rs. 30 / month

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 consumerperception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost


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Rs.0.99/min. They havent set the price exactly on Re.1 but have used psychologicalpricing 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 (atintroduction), Warid (at growth) and Paktel (at decline). They made use of psychologicalpricing also by offering free roaming facility during Hajj.

Mobilink is not using competitive pricing strategy because they are enjoying the marketleadership in Pakistan. At maturity, as different market segments are targeted the pricesmust be offered in such a way that suits the targeted segments.

Mobilink is doing exactly the same. They have offered prepaid connections like JazzOctane, Jazz Budget and Jazz Ladies First, which can be afforded by the people nothaving very high incomes. Though, the prices of these packages are relatively higher than

the prepaid packages of other telecommunication networks but still attractive. Jazz LadiesFirst is a package designed specially for ladies through which they can shop, listen tobeauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as low as25 paisas/msg and late night option rates at Rs 1.50/min and many other facilities atattractive rates. Jazz

Budget Package is an economical way to talk to any Mobilink number in Pakistan. It hasannounced another ground breaking first of its kind offer with the re-launch of JazzBudget. 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 achord with the nation, and has been developed keeping the communication needs of thePakistani people in mind. Keeping in view the fact that Mobilink customers make 7 outof every 10 calls to a Mobilink number, the new package is specifically customized tooffer customers the lowest rates to call the largest mobile network in Pakistan.

Mobilink is also offering postpaid connections with the name ofMobilink Indigo,popular within the business class. In this way, Mobilink is earning maximum profits byenabling 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 1destinations on Jazz local outgoing rate!

Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customersto use GPRS just for RS.100/year.


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PLACE

Place

Marketing Network

During the last 13 years, Mobilink has set up one of the largest cellular networks in thecountry. Currently, Mobilink is covering more than 5000+ cities and towns. This hasinvolved an investment in the company of more than US$ 1 Billion. Mobilink have 50Switches 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 themarket itself. Today mobilink is confident that it has all the essential building blocks inplace to take the dream forward and to play a leadership role in the rapid growth anddevelopment of telecommunication industry in Pakistan.

In 2003 mobilink invested upwards of US$ 200 million in improving their network andservices. Mobilink have already put in 7 switches, over 820 cell sites and new INplatforms for better coverage and connectivity. In upcoming years mobilink is trying toinvest in technological upgrades, superior customer services, and improved coverage.

Mobilink customers remain their priority and in an effort to enrich their lives Mobilinkhave put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in othercities of Pakistan where well trained staff is geared to answer complaints and queries, anda new billing system is in the process of commissioning. Mobilink is constantlyexpanding their nationwide franchise and distribution network and upgrading them to


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offer customer services so that the customers can find a Mobilink contact as near to themas 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 ofthe day with exceptional voice quality due to its broad coverage. The coverage isexpanding day by day, and it is claimed by the management that soon the only other thingcovering 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 thearea)

INDOOR SPILLOVER COVERAGE (High coverage level inadjoining area)

OUTDOOR SPILLOVER COVERAGE (Medium coverage level inadjoining area)

Nationwide coverageMobilink provide true nationwide coverage in more than 5000+ cities, towns, andvillages across Pakistan. Mobilink provide its services in urban areas as well as townsand villages. In nationwide Mobilink provide services in following areas.

Punjab

Sindh


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Balochistan

NWFP

Capital

AJK

FATA

International Roaming

Along with nationwide coverage, Mobilink also provides true International Roaming inover 100 countries with more than 300 partner operators worldwide. The regions whereMobilink provide International Roaming are as follows. Mobilinks roaming partnershipwith Thuraya has further enhanced international roaming coverage. Through satellitecommunication the Mobilink connection can be used in areas where there is no GSMcoverage.

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


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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


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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 intermediariesinvolved in distributing its product. Distribution channel contain set of interdependentorganizations 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 toend user with help of intermediaries as well as it distributes its product directly tocustomers.

Mobilink supplies its product range to intermediaries with involvement of itsCommercial and Sales Department.

Mobilink authorizes limited number of dealers to deliver its service product. ButMobilink 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 needof 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 byMobilink itself.

Distribution Strategy of Mobilink

There are three types of distribution strategies. First Intensive Distribution, secondExtensive Distribution and third is Selective Distribution. However mobilink follow bothintensive and exclusive distribution strategies. While providing its Jazz prepaid cardsMobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in


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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 followExtensive 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 tocustomers. Companies must decide on the best way to store, handle and move theirproducts and services so that they are available to customers in the right assortment, at aright time, and in the right place. Physical distribution and logistics effectiveness has amajor 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 throughan integrated technology infrastructure in more than 5,000 cities, towns, villages, andcountless remote destinations, including International Roaming in 100 countries through300 partner operators. Mobilink is best in logistic management and physical distributionfrom 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 customervalue and building customer relationship.

Mobilink management builds logistic partnership to achieve customer value and buildingcustomer satisfaction with different courier services. The courier companies by whichMobilink has partnered are as follows:

TCS

OCS

UPS

Third party Logistics & Mobilink

Most business perform their own logistics functions. However growing number of firmsnow outsource some or all of their logistics to Third Party Logistics providers.


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Mobilink also use Third Party Logistic provider for transportation of shipment of itsservice products to warehouses, dealers or customers. Different courier service providersare the Mobilink third party logistic providers. The main reason for using third party

logistic provider by Mobilink is that it is useful for Low Fixed Investments.

Mobilink selects, motivates & evaluates channel members thought Interviews, Financialstanding, Training and Reports.

PROMOTION

PromotionCompanies can do more than make good productsthey must inform consumers aboutproduct benefits and carefully position products in consumers minds. To do this, theymust 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 stimulatemore usage.

Mobilink is currently using:

Information Advertising: To create brand awareness and knowledge of itsMobilink World brand.

Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigobrands.


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Advertising Budget

Since the competition is intense in the telecommunication market, Mobilink has asignificant advertising budget. It is advertising heavily to be heard and to constantlyremind its target market to go for Mobilink. However, Mobilinks actual advertisingbudget was not disclosed by the management.

Advertising Media

Mobilink is using television, print, and radio advertising media to disseminate itsmessage and to build a brand preference but the most preferred is television since thismedium 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 tocommunicate the message.

Billboards and Print Media: The Company has come up with elaboratecampaigns, billboards and posters to promote Indigo, their post-paid brand.

Advertising CampaignsThe advertising theme Mobilink: Its simply a way to communicate, is designed todemonstrate the new services simplicity and convenience.

Along with its service debut, Mobilink launched a nationwide campaign composed oftelevision commercials and print ads. The national campaign is supplemented by localand regional ad campaigns produced by the Mobilink licencees. The national print andbroadcast ads are designed to be localized.

The success of Mobilink has not only to do with its increased offerings, but also has agreat deal to do with the campaigns that Mobilink comes up with. The TV ads exudeenergy and liveliness, and an expressive color and lightning palette, the high frequencyand visibility makes these advertisements noticeable which results into increased brandawareness and brand loyalty boosting sales.

Strong Brand Ambassadors: Mobilink in its advertising went on a different route (nowcopied by competitors) by starring the most charismatic superstars in its advertisements.The tested method of having a pretty face holding a Jazz card makes its advertisingcampaigns booming. Strings, Vaneeza Ahmad, Shaan, Iman Ali, Zainab Qayyum, WasimAkram, and Shahid Afridi are some of celebrities associated with Mobilink.


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The Indigo Campaign: In its Indigo campaign, Mobilink has made a conscious effort ofstrongly placing it on the image platform and mapping it in the prospects mind makingit a prestigious brand. Interestingly, it re-enforces Mobilinks early perception of being

the brand for the image conscious (peer leader) which gives the impression that Indigo isan enhanced step further in this direction.

The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilinks imageto the masses and is more on the functional platform. When competition was introducedin the Pakistani market, It was at this point that the true evolution of prepay began. It wasmore than apparent that every single customer was important and every single subscriberwas vital. Almost immediately, the marketing and advertising improved; and a moreconscious effort was made towards trying to reach out to every aspect of the consumer

market. At first, Mobilink went a slightly different route, and instead of targeting thelarge youth market, continued to use its tried and tested method of having a pretty faceholding a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But withthe competition getting intense, Mobilink finally decided to raise the profile of Jazz. Thetariff wars between the providers initially caused Mobilink to offer WAP on Jazz, andthen to slash prices and improve its quality. Finally, in February 2006, Mobilink launchedJazz Octane, a package designed for the communication needs and lifestyle of thePakistani youth segment. The belated foray of Mobilink into the youth market has metwith promising early success, and the new package offers quite a bit. The early success ofOctane has not only to do with its increased offerings, but also has a great deal to do withthe campaign that Mobilink came up with. Perhaps most effectively and symbolically, the

ad showed an old woman embracing the youthful abandon that Octane is shown to offer.It can be argued that the old womans name is Mobilink.

Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has mettremendous success.

The Mobilink World Campaign: Mobilink World being the value added service brandfor Mobilink has been started with an elaborate campaign with TV advertisements andprint ads.

Sales PromotionMobilink uses different types of sales promotion method such as:

Consumer promotions

In order to kindle greater and quicker purchases Mobilink is carrying out the followingconsumer promotion activities including special deals such as:

Indigo Freedom Plan: this deal offers certain benefits of which two are:-


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o 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 at111.

o Local Rates: According to this freedom plan acrossPakistan, all call, across all networks are charged as localcalls.

Bonuses & Free Airtimes: Mobilink has been offering a number ofbonuses 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 Jazzconnection between 18th May 2007 and 18th June 2007 will give them 100%free airtime (if the customers have not recharged in the year 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 ofAsia Pacific Billing and Revenue Management Week.

This event has a particularly interesting through line of taking services to

understand markets. Topics like Increasing Prepaid ARPU in Price


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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.

Event Sponsorship

To enhance its corporate image, Mobilink practices event sponsorship. It sponsors

movie premieres, concerts, sports events and community welfare. A few events

sponsored by Mobilink are given below.

Golf Organized for Premium Consumers by Mobilink Indigo Brand

On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf

Tournament exclusively for Mobilinks corporate customers. The golf tournament

was organized at the Islamabad Golf Club by Mobilink Indigo Club. It aimed at

bringing the top executives from the corporate sector at one of the most popular

greens of the city. Expressing his views on the Indigo Club tournament, Zouhair A.

Khaliq, the President and CEO of Mobilink said,

Needless to say we are the leaders in the telecom sector, but this does not stop us

from doing more for our customers, we strive to set higher standards for all in the

business. Through Club Indigo we ensure the maximum level of customer

satisfaction for our corporate accounts and establish concrete relationships

through tailor-made services and special offers for our major clients.

Club Indigo is responsible for building relationships with its exclusive clientele,

through superior customer services.

Other Sports Events


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Recently Mobilink also held an invitational tennis tournament in Karachi and has

organized and sponsored various sports events across Pakistan, including cricket

and Polo tournaments, providing quality entertainment to its customers.

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:-

Todays consumers are mobile and todays 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.

Mobilinks Website


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Mobilink has paid special attention to the context & content of its website to

encourage repeat visits.

Mobilinks 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:


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The content is also the heart of the website. It includes:

Info

o News

o Weather

o Business

o Mobilink GSM updates

Fun

o Mustt Tones (polyphonic tones)

o Double mustt tones (true tones)

o Music Videos

o Wallpapers

o Greeting Cards

o Java Games

o Animation

o Todays Special

o Color Logos

o Mobile themes


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Sports

o Cricket Updates

o Football

o Golf

o Tennis

o Others

Media

o TV Commercials of Mobilink

Tools

o Yahoo

o MSN

o Google

o MSN Messenger

o Hotmail

o Gmail

Online Ads and Promotions


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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

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


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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.

Success Factors of Mobilink

Mobilink is still the Market Leader and its success factors include:

Innovative Products

Excellent Customer Services

Best Coverage among cellular operators


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Conclusion

After the great research and paper work we are of opinion that a lot of people have

shown their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first.

The motto of the company is Connecting People" and Reshaping

Communications

Mobilink is proud to be the leader in telecommunication industry.

SUGGESTIONS

&

RECOMMENDATIONS


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Suggestions

We have a lot of suggestion for the company. Some of them are:

Mobilink should work on network improvement.

As far as their charges are concerned they are a bit expensive as

compared to their competitors so we suggest that the charges should

be reduced.

Mobilink should attract maximum customers and satisfy them.

BIBLOGRAPHY

www.mobilinkgsm.com

www.mobilinkworld.com

www.google.com.pk

www.polarismr.com

www.prenhall.com

Documents

Internship Report on Mobilink GSM