Mobilink project

Management(Project)

Presented to: Sir Umer Shahid.

Presented by:Tahzeeb Khan Marwat.

Tayyaba Rani.Waqar Ismail.

Mudassar Ahmed. 

BS (Hons.) Computer SciencesBS-CS-4th ‘B’

About Parent company:

Orascom Telecom Holding S.A.E. (‘Orascom Telecom’ or ‘OTH’) is a leading international telecommunications company operating GSM networks in seven high growth markets in the Middle East, Africa and South Asia, having a total population under license of approximately 460 million with an average mobile telephony penetration of approximately 19% as at 30 June 2006. Orascom Telecomoperates GSM networks in Algeria (‘OTA’), Pakistan (‘Mobilink’), Egypt (‘Mobinil’), Tunisia (‘Tunisiana’), Iraq (‘Iraqna’), Bangladesh (‘Banglalink’), and Zimbabwe (‘Telecel Zimbabwe’). Among other international ventures, Orascom Telecom also owns 19.3% of Hong Kong-based Hutchison Telecommunications International Limited operating in 8 countries.

INTRODUCTION OF COMPANY:

Pakistan Mobile Communications (Pvt) Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and 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 31 million and growing.

PRODUCTS OF COMPANY:

Mobilink Indigo and jazz have 15 more products given below:

Mobilink Indigo Mobilink Jazz Mobilink Black Berry Mobilink PCO Mobilink WiMax Mobilink TV

Cont…Mobilink Game Jazz Cricket SIM Conference Bridge PSO Cards PIA Reservations Stock Watch Fax Mail Corporate SMS SMS Advertiser

Mobilink’s Mission Statement:

“To be the unmatchable mobile system of communications in Pakistan, providing the best value to its customers, employees, business partners and share holders”

Mobilink's Vision Statement:

“To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations”

Mobilink Goals and Objectives:

Business Expansion. Better service provision. Retaining the role of a leading

telecom company. Attract maximum customers and

satisfy them. Excel in meeting customer needs. Seek employee involvement,

continuous improvement and enhanced performance.

Mobilink strategies:Low Priced promotional packages.Improve Service and gain Market Share. More Sponsorship in games other than

cricket and football.Partnering with Corporate Clients.Effective & Efficient distribution

Channel.Construct layers of target market for

better service quality and gaining lost customers and retaining the existing, like corporate segment, middle segment and lower segment.

Cont… Employee Benefit programs and non-

financial benefits like 'Employee of the month’

Backward Integration over their infrastructure vendors and suppliers to reduce cost and expenses.

Offering services like competitors such as Call Block Service.

Customer Representative. Gain competitive advantage via

increasing service speed and response time to customer.

Strength:Largest Market Share & Highest number of

Subscriber in PakistanStrong Brand Image, Indigo leading Postpaid

brand and Mobilink Jazz singular pioneer pre-paid brand; & sweep two super brands award 2009 & Pioneers with GSM Technology

Wide Network Coverage of 10,000 cities in Pakistan and over 100 countries with International Roaming

Engineering and Technological stability at Mobilink along with competent employees

Current ratio of company to meet its obligations improved in 2009 to 1.18 from 0.93

Cont…Concern for society and adapt to

work environment needs; active CSR and only cellular operator to be awarded 6th Environmental Excellence Award by NFEH.

First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roaming services & Best extensive Network Infrastructure; optical network and satellite links

Cont…Exponential growth in Revenue in first 3 quarter

of 2010 Only cellular service in Pakistan to provide

coverage on the M2 motorway and implementation of full intelligence network (IN) platform from Siemens for the prepaid platform

Mobilink's Short Message Service Center allows Vehicle Tracking and Fleet Management services

Largest Call Center in Pakistan, which is there to assist the customers 24 hours

Total Assets Turnover and Fixed Assets Turnover had been low for 3yrs, in 2009 TAT & FAT is 0.09 and 0.22 respectively

Cont… In 2009, Mobilink ranked in top 100

telecom companies worldwide - 3rd among the 'Brands punching above their weights' ahead of Airtel, Tata Indicom and Reliance

Continuous and latest employee training approaches

Effective and Rapid Communication within Management

Partnership with MCB to offer all banking services to Mobilink customers via their handsets

Weaknesses:Service issues with customers -

average to below average service Mismanagement due to large

network Huge Expenses incurred, high cost

of material and other expenses High Tariffs as compared to

competitors & expensive service quality both call rates and sms

Call Blockage service still not offered

Cont…Sort of bureaucratic style of

Management; biasness by intermediate bosses

ARPU for pre-paid declined from 1.8 to 1.6 but for post-paid inclined to 1.3 from 1.2

Customer Retention

Opportunities:Promotional PackagesSponsorships for local and International

eventsChanging Marketing Mix Investment and Development

Opportunities Improved Customer Service and Value

Added ServicesEconomic Influx both globally and

locally Global Telecom Industry growth is

predicted, both supply push and demand pull, pursuit of expansion

Cont…Adoption New Technology; Mobile

Wallet and Gift Cards Merger with VimpelCom; Opportunity

to be Global 5th Largest Telecom Company

Adopting to MVNO and MVNE services Local handset manufacturing Adoption to UTMS- 3G technology up

coming in Pak Exchange Rate Fluctuation

Threats:

Intense Competition – Telenor, Ufone, Warid & Zong

Inconsistent and Adhoc Regulatory Environment and Adverse Trade Policies of Pakistan

Market Saturation of subscribers Political Instability and Security

Concern Increasing maintenance cost

Cont…

Price war between brands in telecom industry

Natural Disaster; like the recent flood caused huge losses and the previous earthquake

Skilled labor attracted to competitors via better benefits

High Tax Rates

SEGMENTATION, TARGETING, & POSITIONING:

Segmentation:Mobilink, a telecommunication

service provider emphasizes on being part of a value delivery process. The first phase, choosing the value, represents the ‘homework’ marketing must do before any product exists. First, the marketing staff must segment the market.

Cont…. The variables used for segmenting the consumer market demographic as well as psychographic:

Age Income Occupation Social Class

Targeting:

Mobilink’s target market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is designed 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.

Positioning: Developing the offering’s value positioning is

the last part of choosing the value phase of the value delivery process.

Mobilink’s catchphrase “Mobilink… Reshaping Lives” tells all about how they want to position the brand in the minds of their target customers.

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

COMPETITION WITH OTHER CELLULAR NETWORKS:

Out of 376 tehsils across Pakistan, almost 77 % are covered with mobile networks.

In 2005 there were less than 2000 cell sites erected by all mobile operators all together for provision of mobile services. Today total Cell sites of all mobile operators are more than 17,500.

Cont… In 2010 the share of each company in

mobile market exhibited a Change, except for Ufone whose subscriber share remained more or Less the same. Mobilink kept on loosing its share for another year in favor of Telenor and Zong despite its secure subscriber base, Whereas Warid share in the market has dropped significantly.

Cont…

MANAGEMENT FUNCTIONS: Planning (Selecting goals & ways to

achieve them)Goals are set by parent company. Strategic goals are set by 4 think tanks

within an organization in contact with foreign think tanks in Egypt.

Every employee work individually to achieve common directed goal in autonomous (as long as it can be stretched) way.

Hive mentality method (every employee think alike), follow target achieving method.

Controlling (Monitor activities and make corrections)

Reporting is mechanism of monitoring.President reports to Parent company. Employee empowerment, delegation of authority

(span of control).Each employee has autonomous control, no need

to follow hierarchy/chain of command in order to make correction and confirmations, can contact management personnel at top in case of need and urgency and make corrections by themselves whatever the position.

Monitoring activities as responsible employee within the specified limitations/goals but specified limitations/goals have enough elasticity.

Little direct supervision (Org structure)

Leading (Influence)Leaders of team/departments in

major cases/scenarios follow consensus.

Take consideration of suggestions, feedback of each employee in teams for better outcome.

Very friendly leaders with high communication skills to convey ideas / orders back and forth.

Increasing motivations and participation.

Organizing (Assign responsibility for task accomplishment)

Department based task, e.g.Finance department deals with financial

matters of the company.Customer care marketing department

deals with competition.Deals in support centre, call centre,

service centre (franchise, charity etc.)Strategy department deals in planning.

Sales department deals in sales.HR department deals in workforce

decision.

ORGANIZATIONAL STRUCTURE OF MOBILINK:

Although, all departments in an organization play a vital role in achieving goals and objectives. Mobilink has cross functional teams, decentralization, low formalization, open communication network, minimal formal rules, and wide span of control. Yet the major departments are as follows:

MarketingFinanceHuman ResourcesCustomer CareStrategySales

PROBLEMS FACED BY COMPANY:Cultural Difference: Mobilink is a multinational company having

thousands of employees from different areas and having entirely different culture, it faces a great problem in its day to day business activities.

Connectivity issue: The temporary connectivity issue faced by

Mobilink users was caused by a software problem that occurred because of up gradation of systems in Lahore. Mobilink service was also affected after an exchange in Islamabad caught fire resulting in downtime of services for almost a day. These problems caused serious effects on their customers.

Cont…Information overload and

message com Mobilink in Lahore is the land

office in Pakistan which deals to the whole Pakistan. There are million of message which come from customer and they have not enough time to read and reply, thus barrier in communication.

CONCLUSION:

Mobilink is following all management functions effectively, as it is the subsidiary of Orascom, corporate strategies are developed and communicated from the top level.

Region is accountable to the parent company from where instructions are received and applied in the organization nationwide.

Mobilink has a friendly environment where each employee is empowered to exercise delegated powers and has an authority to directly contact the president, if need be.

Cont…Mobilink has research setup that identifies

emerging local opportunities and makes suggestions to the parent organization.

They are agile to adopt latest technologies, launch innovative products & services, and offer a learning environment to its employees.

Marketing team at Mobilink is working at the best of their abilities in designing and executing distinctive marketing approaches in such a competitive local telecom scenario.

Cont…Vindicated Compensation planning and exquisite retention policies have enabled Mobilink to hire and retain best professionals in the industry.

Mobilink has proven itself as a socially responsible corporate by participating in charity and education programs that support the poor.