Mobilink GSM -Introduction Pakistan Mobile Communications Limited (PMCL) 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., later it was sold to Orascom, an Egypt-based multi-national company. It has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink prides itself on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the- art communication solutions to its customers. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporates and multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, Mobilink also offers a host of value-added- services in its Mobilink World brand to its prized customers. At the same time, Mobilink places high importance to its coverage, which is why it covers its customers in 5000+ cities and towns nationwide as well as over 100 countries on international roaming service. Mobilink is also the official telecommunication service provider for the Pakistan Cricket Board (PCB). The company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27 June-2006. Facts About Mobilink GSM Company Structure Private Limited Genre Subsidiary Parent Orascom Telecom Egypt Owner Naguib Sawiris
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Mobilink GSM -IntroductionPakistan Mobile Communications Limited (PMCL) 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., later it was sold to
Orascom, an Egypt-based multi-national company. It has become the market leader both in
terms of growth as well as having the largest customer subscriber base in Pakistan - a base
of over 24 million and growing. Mobilink prides itself on being the first cellular service
provider to operate on a 100% digital GSM technology in Pakistan that also provides state-
of-the-art communication solutions to its customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a
diverse group of people, from individuals to businessmen to corporates and multinationals.
To achieve this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ)
solutions to its customers. Compared to its competitors, both the postpaid (Indigo) and
prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry.
In addition to providing advanced voice communication services that makes the lives of
millions that much easy, Mobilink also offers a host of value-added-services in its Mobilink
World brand to its prized customers. At the same time, Mobilink places high importance to
its coverage, which is why it covers its customers in 5000+ cities and towns nationwide as
well as over 100 countries on international roaming service. Mobilink is also the official
telecommunication service provider for the Pakistan Cricket Board (PCB). The
company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27 June-
2006.
Facts About Mobilink GSMCompany Structure Private Limited
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 Shareholder value &
Employee Expectations”.
Goals and ObjectivesExpand 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 enhanced performance goals.
AchievementsISO 9002 Quality Management System Certification for Billing, Engineering Departments
and CS Contact Center
Implementation of a full Intelligent Network (IN) platform from Siemens for the Prepaid
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 international roaming
with over 300 operators across the globe
First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry
Roaming services
Societal Marketing
Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Each year, Mobilink and its staff contribute significantly to
charities and community projects to help bring about a better quality of life to the less
privileged in the community and enrich the lives of Pakistanis through support in local arts,
education and sports.
Educating the Youth Mobilink has made various donations to educational institutes. This includes donating
computers 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, and sponsoring
the commemorative ceremony for the golden jubilee of Cadet College, Hasanabdal.
Supporting the Arts Mobilink's alliance with the international Kara Film Festival demonstrates its commitment
to the promotion of art and theatre. The festival creates a space for alternative and
independent cinematographers, both experienced and new filmmakers, to exhibit their
creative endeavors in Pakistan.
Employee InvolvementMobilink believes in supporting the community not only through sponsorships but also
through employee involvement. In addition to sponsorships, Mobilink encourages its
employees to be engaged in community welfare work and to support relevant causes.
Earthquake 2005During 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 far
flung areas. Goods such as blankets, shawls, jackets were also collected for those affected
by the earthquake and Mobilink Relief Teams were constituted to provide aid to the
Northern Areas.
Strategy and ManagementMobilink is led by Zouhair Abdul Khaliq, who has been the President and the CEO since
June 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 to more than 24
million.
Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the
country. Currently, it is covering more than 5000+ cities and towns. This has involved an
investment in the company of more than US$ 1 Billion. Mobilink has 50 Switches and more
than 4,900 cell sites and the number keeps growing at a rapid pace. It also has deployed
around 3,000 km of optical cable.
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 PrepayTraditionally, post-paid billing has always been the method that telecom companies have
used for obtaining payments for the services provided. Whether the said companies were
state-owned giants, or private ventures; billed accounts were the way to go. With the
advent of mobile telephony, this system changed to accommodate and facilitate the needs
of 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 clientele
came up with prepaid cards, it could not have imagined the extent to which the idea would
take off in the country. On the other hand, it is not hard to imagine the motivation behind
Mobilink’s decision to launch its offering. At the time, having a cell phone and a post-paid
connection was no cheap thing. So, the company decided to try to grow by targeting the
majority that could not afford billed connections. The idea worked pretty well, and Mobilink
Jazz came to be.
BCGGrowth Rate Matrix
BCG Growth Rate Matrix
STAR.
?
CASH COW.
DOG
High Low
High
Mobilink
Market
Growth
Rate
Low
Mobilink Market Share
Mobilink claims all its products as Star with the highest Market Growth Rate and highest
Market Share.
SWOT ANALYSISSTRENGTHS The company excels in marketing, sales and customer services.
It has the advantage of having a huge and loyal customer base.
WEAKNESSES Network problem is the biggest weakness for Mobilink for which it faces
major criticism or complaints.
The company is also vulnerable with post paid debts.
OPPORTUNITIES The company has opportunities in the field of wireless and 3G technology.
It can also further capitalize on the emerging trend of value added services.
THREATS With lots of competition coming into the telecommunication industry of
Pakistan, buyer’s growing bargaining power is the strongest threat to the
company.
Marketing Management&
Mobilink GSM Marketing ManagementThe art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
Marketing Research
Marketing researchThe marketing research process includes the systematic identification, collection, analysis
and distribution of information for the purpose of knowledge development and decision
making. The marketing executive at Mobilink admits that understanding markets and
customers is the bedrock on which business planning and strategy is built. Without
knowing our customer’s needs and wants or understanding demand, our business will be
under constant threat from competitors and may be failing to extract the maximum value
from the market. Mobilink provides excellence in market research through their extensive
experience in telecommunication working.
They focus on providing better research techniques that enables to understand why and
how customers make choices and a better research process, based on understanding the
business and commercial context. Mobilink marketing executive further says that our
research process is designed so that we take more care to understand our goals and
constraints 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 not
just the results from the data, but the way in which the organization could and should use
the data.
Mobilink hires Custom marketing research firms to carry out specific projects
Marketing research process by MobilinkEffective marketing research in Mobilink consists of 6 steps
Step 1: Identifying and defining the problem Step 2: Developing the
approach and establishing research design and strategy
Step 3: Collecting the data Step 4: Performing data analysis Step 5: Reporting and
presentation
Step 6: Making a decision
Step 1: Identifying and defining the problemThe first step is to understand the question(s), which need to be answered. Then they work
to identify and outline the marketing research project objectives and define the size and
source of the survey sample. Next, the most appropriate marketing research methodology
is determined. The innovative and actionable design approaches ensures that 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 step
is questionnaire development. Surveys are designed with the marketing research objectives
in mind. It is made sure that the questions address the needs of the project and all surveys
are pre-tested to confirm the survey, instructions and procedures are set up appropriately.
The next step is to coordinate data collection.
Step 3: Collecting the dataThe 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 to
ensure accuracy. As Mobilink is well aware of the fact that data collection phase is prone to
errors and inaccuracies so the management tries hard to get that right. A major problem is
getting biased and dishonest answers. So getting true respondents is crucial.
Step 4: Performing data analysisThe fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive
statistical and analytical expertise to transform the data into clear, concise and actionable
information. Key findings are summarized and a course of action is recommended.
Step 5: Reporting and presentationThe fifth step is to report the results. Our clients have come to rely on our reporting
capabilities. Whether it's providing presentation-ready materials, formatting reports to
meeting the internal standards or delivering reports via choice of media, every effort are
made to give the insight that mobilink is the most innovative and progressive
telecommunication company in Pakistan.
Step 6: Making a decisionMobilink uses marketing decision support system to enable its managers to make better
decisions, it is the system for collection of data, system, tools and techniques with
supporting 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 ProgramMobilink's Mobile Intelligence program is a framework, which we apply across our own
research and development as well as across all our mobile marketing and mobile media
assignments for our clients and partners.
This approach is market proven and has been the foundation for the 100's of mobile
products and services that we have developed and managed since January 2001. This
framework underpins our research and thinking on Mobile Communities, Mobile Services
for the Youth Market and the convergence of Mobile Marketing and Mobile Media
The Mobile Intelligence program has 5 key phases:
DiscoveryUnderstanding and identifying the key objectives of the mobile services.
Mobile Marketing or Mobile Media or a combination of both?
Research and due diligence
Strategic PlanningIdentifying 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 DevelopmentCreative and campaign development
End user experience and interaction design
Mobile media production and delivery
Integrated mobile marketing and media services
Mobile Technology and ImplementationElement Platform and Modules
Telecom and messaging infrastructure
Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons)
Hosting, management and ongoing technical support
Program ManagementClient Services Team
End user support
Ongoing reporting and analysis
Proactive ideas and research
Roadmap for client development
Mobilink Marketing IntelligenceMarketing Intelligence System is a method of collecting and organizing important business
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 time and make
the necessary internal changes to adjust to the changing environment of the consumer.
The ability to track customers order history, their interests, and apply that information to
better advertising and target marketing.
The ability to detect competitor changes to enhance the company’s operation tactics in
which area that competitor operates.
For Mobilink, the Intelligence Platform is a way of thinking about who they are, what they
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. Questions like “What
do we know? What ideas have been generated? What are the drivers that 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 includes
data, ideas, management experience, and judgments.
Source Categories
Search engines, search utilities, etc.
Financial information sources (Company filings / public & private company data)
Newspaper and news resources
Patent & trademark resources
Government sources
Trade & industry sources
Demographic data
Geographic / Country information & maps, satellite images, etc.
Akram, and Shahid Afridi are some of celebrities associated with Mobilink.
The Indigo Campaign: In its Indigo campaign, Mobilink has made a conscious effort of
strongly placing it on the “image” platform and mapping it in the prospects mind making it
a prestigious brand. Interestingly, it re-enforces Mobilink’s early perception of being the
brand for the image conscious (peer leader) which gives the impression that Indigo is an
‘enhanced’ step further in this direction.
The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilink’s image to
the masses and is more on the ‘functional’ platform. When competition was introduced in
the Pakistani market, It was at this point that the true evolution of prepay began. It was
more than apparent that every single customer was important and every single subscriber
was vital. Almost immediately, the marketing and advertising improved; and a more
conscious 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 the large
youth market, continued to use it’s tried and tested method of having a pretty face holding
a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the
competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff
wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to
slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz
Octane, a package ‘designed for the communication needs and lifestyle of the Pakistani
youth segment’. The belated foray of Mobilink into the youth market has met with
promising early success, and the new package offers quite a bit. The early success of
Octane has not only to do with its increased offerings, but also has a great deal to do with
the 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 woman’s name is Mobilink.
Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met
tremendous success.
The Mobilink World Campaign: Mobilink World being the value added service brand for
Mobilink has been started with an elaborate campaign with TV advertisements and print
ads.
Sales PromotionMobilink uses different types of sales promotion
method such as:
Consumer promotionsIn order to kindle greater and quicker purchases Mobilink is carrying out the following
consumer promotion activities including special deals such as:
Indigo Freedom Plan: this deal offers certain benefits of which two are:-
o Friends & Family: This feature is available to the customers on any three Mobilink
numbers (Jazz and Indigo) which can be added into F&F list by calling the help line at 111.
o Local Rates: According to this freedom plan across Pakistan, all call, across all
networks are charged as local calls.
Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to
its consumers. An example of its current bonus offer is:
o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers.
Recharging their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free
airtime (if the customers have not recharged in the year 2007).
Business and Sales Force PromotionsMobilink also carries out business and sales force promotions on frequent basis.
Specialty Advertising: Mobilink uses certain items imprinted with its logo as well
advertising messages such as calendars, caps, radios, mugs, and candles. These items are
given as gifts to customers by salespeople.
Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate
the sales force to put in greater effort.
Trade Shows: mobilink actively participates in trade shows in order to enhance its
business promotions. It took part in the usual trade-show presentations
of Asia Pacific Billing and RevenueManagement Week. This event has a particularly
interesting through line of taking services to understand markets. Topics like ‘Increasing
Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans for low
income markets were discussed in detail. The speakers included individuals from Mobilink
GSM in Pakistan and Telemig Celular in Brazil.
Event SponsorshipTo 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 Mobilink’s 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
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 MarketingMobilink 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 MarketingMobilink uses SMS marketing to send messages directly to customers. SMS marketing
creates one-on-one communication with the market. Mobilink management believes that:-
“Today’s consumers are mobile and today’s marketing must reflect that.”
As SMS is one of the largest platform to reach consumers and almost every mobile phone is
SMS enabled, this method has 100% penetration. SMS targets end consumers directly via
their mobile phones and compels them to take action in order to enjoy a promotion, thus
increasing the success rate of the brand. Plus, SMS is also a cost-effective way to
communicate.
Electronic MarketingMobilink finds it electronic marketing very important and highly accountable.
Mobilink’s WebsiteMobilink has paid special attention to the “context” & “content” of its website to encourage
repeat visits.
Mobilink’s website not only has attractive design and layout but is also very interesting and
easy to navigate.
Context:The alluring color scheme used in the layout of website make it worth navigating.
The choice of color itself has a table to tell.
Indigo: a combination of basic blue suggests the vibes of blue dream.
Red: illustrates passion of blood.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the
brand ID. The logo which is not only Influential & Exhilarating but a sure head turner and
is doing wonders in touching hearts and assuring absolute strength in the brand.
Content:The content is also the heart of the website. It includes:
Info
o News
o Weather
o Business
o Mobilink GSM updates
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 Today’s Special
o Color Logos
o Mobile themes
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 PromotionsOnline 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”
Mobilink’s Sales ForceSales 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 Mobilink’s sales force is not only to encourage sales but also to
diagnose customer’s problem and to propose an effective solution thus satisfying them
completely. They play a strong role in improving customer profitability.
Sales force StructureMobilink’s sales force manages following types of sales force:
Technical and Application Engineers
Service Personal
Distributor Sales Force
Sales Force CompensationMobilink 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 RepresentativesSince 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
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
SuggestionsWe 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.