“I am lucky to be here due to countless blessing of

Allah Sbhana Ta‟ala, heartiest prays and worthwhile

support of my family and enthusiastic devotion of mine

towards achieving of my objectives”

Consumer Behavior towards

By

Masroor Anwar

092116

Internee Customer Care

Customer Care Center DHA, Lahore.

Institute of Management and Sciences

About the Author: (Masroor Anwar)

I have done M.B.A specialized in Marketing from Institute of Management and

Sciences (Pak-AIMS) and selected for Wi-Tribe (Customer Care department)

internship program. In M.B.A Marketing I have learned Marketing Strategy,

Seminar in Marketing (Advertisement and promotion), and Marketing research as

major subjects of the course. This internship period consist of six weeks at

Customer Care Centre Y-Block Defense Housing Authority, Lahore.

Contents Acknowledgement ........................................................................................................... 6

Social media and Market condition ................................................................................. 7

Vision ............................................................................................................................. 8

Company Profile ............................................................................................................ 11

Wi-Max technology .................................................................................................... 11

Board of directors ......................................................................................................... 12

Wi-Tribe‟s History ......................................................................................................... 13

Wi-Tribe Qatar team ..................................................................................................... 13

Locations of Wi-Tribe .................................................................................................... 14

Departments ................................................................................................................. 14

Products ....................................................................................................................... 15

Services ........................................................................................................................ 16

Internet services ........................................................................................................ 16

Technical services ...................................................................................................... 16

Smart payment services ............................................................................................. 16

Packages ....................................................................................................................... 17

Individual customer packager .................................................................................... 17

Enterprise package .................................................................................................... 17

My internship at Wi-Tribe ............................................................................................. 18

Plus point ..................................................................................................................... 19

SWOT (Strengths, Weaknesses, Opportunities, Threats) ............................................... 20

Strengths ................................................................................................................... 20

Weaknesses ............................................................................................................... 21

Opportunities ............................................................................................................ 21

Threats ...................................................................................................................... 22

Consumer behavior on Sales and Pull backs ................................................................................... 23

Conclusion ................................................................................................................................................... 24

Recommendations ..................................................................................................................................... 25

References .................................................................................................................................................... 26

Acknowledgement

I appreciate and honor those people who gave me this opportunity to understand and

explore my knowledge about the corporate world. Especially thankful to my teachers who

grew me up spiritually, mentally and groom my abilities. I appreciate and respect the Wi-

Tribe and its team to being a part of them for whole six weeks in which I learn a lot and

groom my abilities ethically and professionally. I specially admire the learnings at

Customer Care Center DHA Lahore and my mentor Mr. Ali Imran.

Social media and Market condition

The word internet is much more familiar than a couple of decades ago in these days

every one want to join some social media but because of some reasons peoples are

unable to join such medias. And here the work of internet starts in a totally different

way. Now a days most of people almost carry one of that devices which can connect to

the internet by any mean. These devices can be P.Cs, laptops even PS 3s. Radio got 50

years, Television gets 30 years and internet just gets 4 years to get 50 million users

around the world.

1.5 billion People connected to social media daily and 96% people of the world are

connected to any social media, which is a high rate of adoption for any type of media.

80% of people use social media on mobile phones, out of 8 couples met through any sort

of social media and 80% companies use social medias to search appropriate employees

for them. Facebook is the most recognized social media in the world if it was a country

then will be the 4th largest country of the world in population and resources.

People use internet in a very versatile dimensions now it is not only a mean of sending

and receiving just messages it do many other attractive things like, 33% books of the

entire sale of books are sold on Amazon.com, there are two billion blogs and thirteen

million articles on Wikipedia.org and they earn around $156 every hour. Youtube has

more than one billion videos and declared as second largest search engine on social

media. And out of six students enroll themselves on websites to get admission in some

well reputed institute.

These are all the examples that show the importance and existence of online social

media around us and calling us to be more innovative and creative to utilize its

existence. Pakistan is also in the same category and the trend of being a part of online

social media is raised day by day. To fulfill this purpose most of the ISP comes Pakistan

to capture its potential markets in which these names are enlisted.

Wi-Tribe Brain Net Comsats Cybernet Link Dot Net NetSol PTCL Qubee Wateen

World Call SKY Telecom (Pvt) Ltd.

The number of competitors shows that there is a huge potential in the market and they

can attract customers through different tactics and strategies. The Wi-Tribe is enlisted

as the No.1 broadband company in Pakistan letting behind the PTCL.

Vision

At Wi-Tribe, we believe life is better when it‟s unhindered by boundaries, conventions and yesterday‟s technologies. We believe everyone should have the opportunity to embrace

their own world. Because our self-expression and individuality come from our connection to our tribes, we strive to make these connections as rich and rewarding as possible.

Together we can make life more colorful by shaping the world we live in.

Message from C.E.O Wi-tribe Worldwide Firstly, I would like to say how delighted I am to take the helm at this exciting and dynamic company. Together, our tribe will be setting out on a journey of renewed opportunity; for our brand, our customers, our employees and our investors. Moreover, we set out together with a strong reputation for success. We have already proven, since 2008 in Jordan, 2009 in Pakistan and 2010 in Philippines that innovation leads to growth. With these successful operations, we are able to deliver both innovation and service excellence to large populations, and in markets where access to

broadband will undoubtedly revolutionize lives for the better. Indeed, a fresh, dynamic brand like Wi-Tribe has something genuinely different and compelling to offer in many more countries. I see a bright future for our tribe. So, I extend my hand in welcoming our customers, our staff and our business partners alike. May the experience of being part of Wi-Tribe be richly rewarding for us all. Sohail Qadri

Message from the CEO Wi-Tribe (Pakistan)

We understand the business and are aware of the markets we operate in. We forecast the need for a fresh lifestyle which enables us to deliver solutions that are closely aligned with your individual needs and demands. We strive to deliver a hassle-free and efficient service, while concentrating on a unique and personalized customer care experience. We believe in creating value for our community through consistent efforts to deliver quality. Wi-Tribe is your tribe; a fun platform for young-minded, free thinking and innovative people looking to spend quality time online. Wi-Tribe Pakistan will offer you global reach

with a local flavor. We look forward to giving you the best in broadband. Mustafa Peracha

Company Profile

Wi-Tribe isn‟t just dedicated to its customers, it‟s obsessed with exceeding our customer‟s expectations. That‟s why we intend to bring together the brightest, most independently-minded employees within one tribe and create the most thrilling broadband experience for Wi-Tribers in every market.

The core of Wi-Tribe is defined by three distinct elements: Customer-Centricity:

Our way of approaching customers, ensuring they are enjoying services according to their expectations, allowing us to deliver a unique experience.

Quality:

A creatively designed network with world class build-out and personalized customer care evolving from attentive customer lifecycle management allowing us to deliver what we promise.

Human Capital: By employing the best talent in the industry, we are establishing ourselves with optimal building blocks to continue leading the industry.

Offering a diverse range of products and services, Wi-Tribe believes in empowering customers with choices that suit their dynamic lifestyles. We work to offer value for money with diversified product portfolios such as package offerings for all kinds of users, whether they are coming online for the first time, or looking for the next level of broadband. By continually launching „industry-firsts‟ with customer‟s first in mind, Wi-Tribe aims to enhance the user‟s online experience. Our initiatives include software-as-a-service, great deals on flexible add-ons, smart payment solutions and my Wi-Tribe, a personal self-help portal enabling single click add-on purchases. Backed by unrivaled experience, knowledge and ability, Wi-Tribe, a Qatar Telecom (Qtel) Group company, launched commercial services on July 1, 2009. The vast experience this world leader brings to the table has fuelled the growth of the Wi-Tribe venture worldwide. With a refreshed brand, Wi-Tribe is geared to be a market leader, always bringing innovative offerings and methods to „bridge the broadband gap‟ as an „enabler‟ to increase the broadband market by continuously diversifying and simplifying online access.

Wi-Tribe also enjoys a comprehensive technology partnership with Clearwire, one of the world‟s leading wireless broadband operators in North America and Europe with more than 470,000 subscribers, as of September 2008. Ground-breaking Wi-Max technology allows instant connection to the Internet without the delays and hassles associated with other last-mile solutions.

Wi-Max technology

WiMAX (Worldwide Interoperability for Microwave Access) is a telecommunications

protocol that provides fixed and mobile Internet access. The current Wi-Max revision

provides up to 40 Mbit/s with the IEEE 802.16m update expected to offer up to 1 Gbit/s

fixed speeds. The name "Wi-Max" was created by the Wi-MAX Forum, which was formed

in June 2001 to promote consistency and interoperability of the standard. The forum

describes Wi-Max as a standards-based technology enabling the delivery of last mile

wireless broadband access as an alternative to cable and DSL

Wi-Tribe is declared No.1 broadband company in Pakistan offering Wi-Max technology to

Pakistan and facilitating its customers with better service and portability of the devices. It

has other competitors in the same field they have to struggle so hard to follow Wi-Tribe in

all aspects.

Board of directors

Dr. Nasser Marafih

Sheikh Abdulrahman Ali Al Turki

Engr. Abdulaziz Ibrahim Fakhroo

Michael Hancock

Ajay Bahri

Ziad Al Turki

Wi-Tribe’s History

Wi‐Tribe is a lifestyle; a lifestyle of independence and innovation that changes your life for the better with more exciting ways of thinking. No boundaries, just freedom; offering only the best broadband to emerging markets around the globe, and bringing everyone together

under one tribe – Wi‐Tribe. Backed by unrivaled experience, knowledge and vision, Wi‐Tribe, a Qtel Group Company, was born in April of 2007 and proudly delivers high quality broadband internet services to consumers in Pakistan, Jordan and Philippines, with a regional Head Office in Doha, Qatar. The vast experience this world leader brings has fuelled the growth of the Wi-Tribe venture worldwide, launching wi-Tribe globally as part of Qtel‟s 2020 vision and heading towards being positioned as the world‟s preferred broadband leader.

In 2008, operations were launched in Jordan, expanding to several cities across the kingdom. With Wi‐Tribe‟s dedicated customer care representatives, it has quickly become a force to be reckoned with and is helping evolve the telecom industry. In 2009, Wi-Tribe group launched its largest operations in Pakistan. With Wi‐Tribe‟s firm commitment to improving the digital divide and the enhancement of lifestyle, Pakistan is the ideal start‐off point to bring to this part of the world the bright vision of our tribe. It will allow the people of Pakistan to experience our dedication to delivering the best of services with our unique customer service experience.

With the launch of Wi‐Tribe Philippines in 2010, Qtel and San Miguel are firm in their commitment to the visions and directions Wi‐tribe has laid down in its foundation. This advanced market has been another exciting venture for the tribe and the first expansion

of the group into south‐east Asia. With a refreshed brand, Wi-Tribe is geared to be a market leader; always bringing innovative offerings and methods to „bridge the broadband gap‟. As an „enabler‟, Wi-Tribe aims to increase the broadband market by continuously diversifying and simplifying online access.

Wi-Tribe Qatar team

Sohail Qadri Khalid Al-Mahmoud Eyas Assaf Tauseef Riaz Mohammed Allam Emad Al Khatatbeh Dan Thorne Chris White

Locations of Wi-Tribe

Its Head office is situated in Islamabad and has two regional offices one is situated in

Karachi and other in Lahore at 64-B/E-1 Hali Road, Gulberg III. It has twenty three

customer care centers three in Islamabad, two at Rawalpindi, eight at Karachi, six at

Lahore and initially one at Faisalabad. It has two hundred and sixty seven retail shops in

all around the Pakistan which helps Wi-Tribe to expand its business and give convenience

to its customers.

Departments These are the some departments in which Wi-Tribe is participating and ensuring the best

services to its customers.

Administration

Audit

Business Development

Customer Care

Facilities & Site Management

Finance

General Management

Graduate Opportunities

Human Resources

Information Technology

International Carrier & Roaming Services

Internship Opportunities

Legal

Marketing & Communications

Networks & Engineering

Procurement

Regulatory Affairs

Sales

Strategy

Supply Chain

Products

Desktop modem (slider) : For instant connectivity to the wireless broadband world.

Wi-Fi modem (slider PLUS) : Greater convenience for connecting all wireless devices in your home or office. Wi-tribe dongle (USB device) : Internet on the go. Enjoy extreme portability with no power required.

Services

Internet services

Wi-Tribe is offering a wide range of services to its customers. They are providing internet services in 3 countries. In Pakistan Wi-Tribe capture internet target market in five major cities Karachi, Lahore, Islamabad, Rawalpindi and Faisalabad. It has the internet speed starting from 256 kbps to 2 Mbps and allows customers to download data from 8GB volume to100GB volume.

Technical services

Wi-Tribe not only provides the assistance of on sales service, it has a group of well prepared technical staff, which always strive to help Wi-Tribe customers.

Smart payment services

Wi-Tribe gives priority to its customers so they introduce some smart payment method to give maximum convenience and cushion to their customers. These methods of payment are listed below. Customers can charge their account through

Scratch cards

Easy paisa

Cheque

Home collection

At customer care centers

Banking cards

Packages There are two types of packages of internet, which are offered to the customers.

Individual customer package

Enterprise package

Individual customer packager

In this package the individual is the target for the company and Wi-Tribe offer

those services and promos which beneficial for the consumer. In this internet

speed of 256 Kbps to 2 Mbps is assigned and data volume of 8 GB to 40 GB is

given to the consumer.

Enterprise package

In this type of package the offices and enterprises are the target customer for the

company, in this package speed lime 1 Mbps and 2Mbps is assigned and volume

of 50 GB and 100 GB assigned respectively.

My internship at Wi-Tribe

I have completed MBA specialized in Marketing and performed my duties as internee at CCC DHA Lahore. I learned so many things in this period which I understand will help me rest of my life. It prepares me morally, physically and ethically to bring all my knowledge and expertise onboard to come up with the relevant solutions. Through this program I came to know about the consumer behavior and know many things that how to tackle a hyper and a smooth customer. Before this internship program I have only theoretical knowledge about marketing and its perspective departments but after that now I have so practical knowledge too. I have the knowledge about the company‟s culture its environment, customers, and the working of the organization. And the way how people get their goals and objectives. This internship

not only give the know how about marketing only but also about the strategic decision making and implications in real world scenarios. During this tenure I tried to learn many things and accomplish in most of them. In this tenure some jobs assigned to me every week like:

Fundamentals of Customer Care Retention Sales Center Ambiance Personal grooming

According to my tasks that had been assigned to me I learned a lot and try to emphasize on many things to get understanding of the professional life. There are some things that I have to nominate in the report that I have learned through

this program.

Greeting and closing to the customers

Product knowledge

Observe the consumer behavior

Floor management

Photocopying the documents

Handling customer complains

Broacher distribution

Form filling

Inventory management

Front desk greetings

This data is based upon my observation that I make in CCC DHA Lahore.

Plus point Now the Wi-Tribe a huge plus point for its business expansion the strongest competitor

of Wi-Tribe is PTCL and now PTCL not giving unlimited download volume to its

customers it also cap its volumes specially they cap the volumes whose package amount

is less than Rs. 1,000. Secondly what they are offering the speed more than 2 MB is

shared speed but Wi-Tribe offers maximum 2 MB speed which browsing and connected

speed both.

The other upcoming competitor is Qubee and it is new in the market and captures those

locations which are not in the reach of Wi-Tribe. But maybe it is a good strategy for them

but they have to know if those locations are not in the range of Wi-tribe then there can

be a cause that why Wi-Tribe not capture that market. The reason is that Wireless

technology that mostly companies are using is Wi-Max and is its signals are easily

dumped because of congested surroundings and greenery. And Wi-Tribe capture only

that markets which have potential and also Wi-Tribe give them proper strong service

experience.

Wateen is in the last in this list because people have a very bad experience with them

who were using Wateen wireless connections because the biggest problem was the

hidden charges and the miscommunication to the customers. And this thing affects the

Wateen‟s image very much

SWOT (Strengths, Weaknesses, Opportunities, Threats)

Strengths

New technology

Wi-tribe is using Wi-Max technology to expand its network

around the Pakistan.

Better packages

It has different packages according to the needs and prices.

Area coverage

It targets capital cities of Pakistan and expanding its network

coverage.

Well groomed staff

It is the company culture which states the duties and qualities

which groom the abilities of the employees.

Up to date training sessions

Time by time there are several training session which improve

and up to date the learning of the employees.

Efficient use of technology

In Wi-tribe most of people are using laptops and Wi-Fi

portability which give them flexibility and innovation in the

working environment and they also have whole system online.

Incentives to stockholders

They are giving packages to the customers and good incentives

to its employees and the who invest in Wi-Tribe.

Effective promotional activities

Time by time Wi-Tribe introduces different promotional

activities the latest promotional activity is the free Wi-fi

connection with Dell, HTC and Samsung tabs.

Minimum communication gap

There is very low communication gap between employees,

customers and company. Customer can easily get information

from different channels provided by Wi-Tribe.

Weaknesses

Technology restriction to sale staff Wi-Tribe has to provide such portable devices by which they can check signal coverage and then sale the product. This facility must provided to every sale agent.

Limited packages In some area Wi-Tribe is not offering the packages according to the demand of the customers, such as there is only 1 package available in USB Dongle which is 512Kbps only and there is no Endless package in speed of 1 Mbps offered by Wi-Tribe.

Limited download Volume

There is not any package offered by Wi-Tribe which offer Un-

Limited download to the consumer.

Help line waiting duration

Most of the consumers complain that they wait so much to talk

to representative they just hang up the phone when no one

answers them.

Outdoor advertisement

Wi-Tribe is spending low on outdoor advertisement rather than

indoor advertisement and promotions.

Opportunities

More area coverage

Wi-Tribe can cover many more cities of Pakistan such like

Multan, Jhelum, Gujranwala, Peshawar and many more.

Powerful devices

Wi-Tribe must use those devices which has stronger signal

catching power and which also has rechargeable facility to be

used at electricity short fall period.

Concentric diversification

Wi-Tribe can diversify in some related field such as

telecommunication services.

Threats

Upcoming competitors

Wi-Tribe has to face challenge in the market because of strong

and entry of new competitors such like PTCL, Wateen and

Qubee.

Economic conditions

Due to electricity short fall and other economic disorders Wi-

Tribe can face decrease in revenue so it must use such

strategies and diversifications to get rid of such situations.

Consumer behavior on Sales and Pull backs

I observe almost an average of 5 to 6 sales of Wi-fi, simple CPE and USB Dongles at CCC

DHA Lahore and people are willing to join Wi-Tribe and share their past behaviors and

issues while purchasing new devices. But there is a number of customers who are

returning their devices due to due to some problems.

On asking most customers said that they have signal issues, some says they need low

cost packages, some says the speed is not enough, some says they need chargeable

devices and even some even says that they need small devices or USBs.

But there is another thing is that many customers came to Wi-Tribe by switching their

existing ISP networks. This is because of good CC representative skills and better

network and area coverage.

19

2 2

Pull Bcks

Qubee

Wateen

PTCL EVO

6

8

2 1

Wateen PTCL Qubee Link dot Net

Conclusion

I conclude my report with the comments that P.T.A. award with the wording of, No.1

Broadband Service in Pakistan. This statement describes everything in it, every

organization cannot be perfect n all directions, all has some loop holes. But the real

thing is that how you can overcome your weaknesses and convert them in to your

strengths. The strongest part of the Wi-Tribe is its employees and its customer care

representatives who are ready to help customers within office hours even after office

times. Company has some restrictions about its products and services but these things

can be curable by the passage of time. Some customers are switching from Wi-Tribe to

another networks is this situation there are such things which are in the hands of

Company such as Wi-Tribe can make more outdoor advertisements and can promote its

products with different promotions and different corporate alliances. Best wishes for the

Wi-Tribe and for its future.

Recommendations

Increase area coverage to other cities.

Introduce rechargeable devices.

Increase number of call centre staff.

Make new deals with other corporate to increase sale with other internet surfed

products like IPods, PS3s and many more.

Establish an environment where great service is recognized and poor services

must be challenged and rectified.

Make some recreational events to boost up the morale of the teams.

Happy customers are depends up on happy employees.

Increase spirit in employees and make enthusiastic environment.

Diversify its business in other telecom sector.

References

www.wi-tribe.pk

www.wi-tribe.com

www.wikipedia.org

www.pta.gov.pk

www.wateen.com

www.qubee.com.pk