mobilink gsm full dtail

8/2/2019 Mobilink Gsm Full Dtail

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MOBILINK GSM

Introduction

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.


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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 roamingservice. 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

Founded

1994


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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


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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 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 enhanced performance goals.

Achievements

ISO 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


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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


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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 Involvement

Mobilink 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 2005

During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan, Mobilink wasamongst 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.


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Strategy and Management

Mobilink 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


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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 have used forobtaining 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.


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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 Mobilinks 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.

BCG

Growth Rate Matrix

BCG Growth Rate Matrix

STAR.


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?

CASH COW.

DOG

High Low


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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 highest Market Share.

SWOT ANALYSIS

STRENGTHS

The company excels in marketing, sales and customer services.

It has the advantage of having a huge and loyal customer base.


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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.


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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, buyers growing

bargaining power is the strongest threat to the company.


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Marketing Management

&

Mobilink GSM


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Marketing Management

The art and science of choosing target markets and getting, keeping, and growing customers 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, 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 customers 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.


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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 Mobilink

Effective 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 problem


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The 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 strategy

Mobilink 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 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 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 analysis

The 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.


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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 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 decision

Mobilink 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 Program

Mobilink'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


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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

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


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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/ Ring tones/Icons)

Hosting, management and ongoing technical support


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Program Management

Client Services Team

End user support

Ongoing reporting and analysis

Proactive ideas and research

Roadmap for client development

Mobilink Marketing Intelligence

Marketing 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.


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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 companys 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


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Patent & trademark resources

Government sources

Trade & industry sources

Demographic data

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

Trade directories

Legal information sources

Competitive intelligence database software suppliers

Other public information sources


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Segmentation, Targeting,

&

Positioning


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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. The variables used for segmenting the

consumer market demographic as well as psychographic:-

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 Indigo brand mainly targets the corporate

sector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at


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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 in Pakistan is

going to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of

full market coverage and develops strategies as per the requirement of the different targeted segments.

Mobilink has followed a consistent strategy of growing the network and ensuring that the products are

available everywhere. This growth has been further strengthened with brand building activities that

have ensured that Jazz and Indigo remain synonymous for premium telecommunication services for

which they are close to the hearts and minds of the customers.

Positioning

Developing the offerings value positioning is the last part of choosing the value phase of the value

delivery process.

Mobilinks 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.


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Competitive Forces

Competitive Forces

The industry structure of Pakistans mobile phone service providers is differentiated oligopoly; a small

no. of large firms producing products partially differentiated along the lines of quality, features, styling,

or services. There are 6 major providers of mobile service in Pakistan.


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Mobilink GSM

Telenor

Warid Telecom

Ufone

Paktel GSM

Instaphone

Mobilinks Market Share and Role in the Pakistani Market

Pakistans largest cellular provider maintains a tremendous growth rate despite the deregulated market.

With the introduction of new products into the market and expansion through various rural and urban

cities, Mobilink continues to capitalize on its position in the market. Despite complaints about quality

and connectivity issues, the number of customers continues to grow.

Mobilink commands approximately 46.5% market share and is the market leader. This firm has the

largest market share in the relevant product market, and leads the other firms in price changes, new-

product introductions, distribution coverage, and promotional intensity. It is followed by Ufone which

has 20.9% of the total Pakistan market. Warid claims a 15.7% share of the countrys wireless market

closely followed by Telenor with 14%. 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 offensive actions. Third, it has to try to

increase its market share, even if the market size remains constant.

Expanding the Total Market


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Mobile phone tele-density has increased to 35 per cent with over 53 million users. The market growth

still has 65 percent potential if not more, as Pakistans population is over 150 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 channel for marketersto reach their target market. Direct, responsive and measurable, mobile marketing is emerging as a key

element of the marketing mix for Mobilink.

Mobile marketing integrates across the marketing mix to drive the effectiveness of both above and

below the line activities. Delivering:

Direct marketing channel to customers

Clean, uncluttered environment to maximize the impact of the marketing message

Context and time relevant marketing medium


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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 include as an instant response

mechanism to TV and poster campaigns, as a direct medium to drive awareness in targeted

demographics and for instant win for on or off pack promotions.

Engaging and effective mobile marketing campaigns reflect an understanding of the existing mobile

habits of the target market.

The unique and personal nature of mobile communication dictates an approach that is clear, 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 the marketing mix

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

Building long term value out of data collection


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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 a customer-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 set a course that promises to deliver long-run profits.

Same is the case with Mobilink. By monitoring customer needs, it can decide which customer groups

and emerging trends are the 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. McCarthy has 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 a communication mix of advertising, sales

promotion, events, and experiences, public relations, direct marketing, and personal selling to reach the

trade channels and the target customers.


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As a popular brand there is a lot that is expected from the company and the management strives hard to

ensure that the promises are kept. Mobilink has been continuously investing in network resources and

improving its marketing mix so that its vast customer base can be satisfied and expanded.

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


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PRODUCT

Mobilink Product Lines

Mainly there are four product lines of Mobilink with each having separate target markets and

positioning.

Mobilink Indigo

Mobilink Jazz


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Mobilink World

Mobilink PCO

Mobilink Indigo

Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo.

Indigo ignited an evolution in the communication industry redefining the essence of the post-paid

services in Pakistan. The brand delicately caters to the need of its customers, symbolizing the vision of

connecting the subscribers in every aspect of life. Indigo says:

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


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Indigo Reward

Indigo Genie

Target Market

Indigo targets the upper business class that is not concerned with the cost but want convenience,

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 of its corporate customers. Introducing

Blackberry connect through which businessmen can take

their office anywhere, share attachments etc. That is why Indigo customers are loyal to the brand and

hesitate to switch to other connections. It can be said that Indigo enjoys the benefits of a monopoly in

the corporate sector.

Mobilink Jazz

Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic teenagers,

middle class and the youth market of the country, wishing to enjoy freedom, fun, lower rates and a

package that matches their personality.

Jazz Offerings

Jazz Budget


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Jazz Octane

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 friends and family all

the time but with cheaper rates. Happy hours with only 0.40 /30 seconds.

Jazz Octane


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Targets those customers who want to have fun in their daily life........enhancing energy in their

personality of youth with low SMS rates, discount rates and lower air time rates for three numbers.

Jazz Ladies First

Specifically designed for ladies (housewives) who along with their routine work want to have 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


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An exciting new service targeting the Jazz family Members and allows them to share balance anytime,

anywhere.

Jazz Advance

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

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 not just fun, but also

help its customers with their business needs. Whether it's a Bolo SMS they want to send to a friend or a

ring tone they want to download to customize their phone with, Mobilink World has something special

for them.

Mobilink World Offerings

Mobi Safe


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Holy Sayings

Corporate SMS

Mobi Greetings

SMS Scheduler

SMS Game Time

Bolo SMS

Mobitunes

G:i:30

WAP Portal

Mobilink Edge

Mind Reader

CricVideo

International SMS Chat


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Ring Tone Club

Target Market

Mobilink World is the Value Added Services Brand for Mobilink and its target market is its 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 special just for you.

Mobilink PCO

For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right that 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. It consists of two LCD's that helps customers to keep a

tap on the duration and the costing of the calls they make.

This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the people

throughout Pakistan. It's a complete self-employment solution for the people of Pakistan, fulfilling theirdreams and aspirations.


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Mobilink PCO does not only give its consumers higher returns on a very low investment but it also

creates a world of better prospects in terms of a consistent source of income for them.

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

With this unit customers experience even higher returns even though the investment in terms of capital

is very minimal. Mobilink PCO no doubt is a world of opportunities within itself.

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

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

Benefits from after sales services

Parental Control Phone Disney D100


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Mobilink and Disney have launched a parental-controlled mobile phone for children. This is the first time

a cellular company in Pakistan has launched a mobile phone that will meet 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 text messages. With the help of this new feature, parents

can control who the child can correspond with, thus enabling parents to keep a check on the list of

people the child is communicating with. Furthermore, the phone is easy to use as it provides the child

with a one-key option to reach parents. It is also protected in that it does not feature Bluetooth or a

camera and cannot access any type of multimedia content or website. The handset features embedded

Disney ring tones, animated screensavers and wallpapers. The D100 will come with both four and twelve

button keypads that are interchangeable to adapt the handset to the capability of the child. The

handsets are available featuring popular Disney characters, including Mickey Mouse, Donald Duck,

Winnie the Pooh and Tinker Bell. Mobilink services give parents complete control over their childs

phone expenditure thus making it a cost-effective resource.

The D100 has been developed for Disney by Dubai based Broad link Research, Disneys licensee and

partner. After conducting market research and realizing the growing needs of working parents to stay in

touch with their children using mobile phones; Mobilink in collaboration with Disney has introduced this

innovative solution to the Pakistani market. Moreover, changing social trends and feedback received by

Mobilink through this research led the market leader to co-launch a safe and secure solution forparents.


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Pricing

Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare to

other telecommunication service providers. Having the largest customer base in the country with the

fact that its service is available in the remote areas of Pakistan as well, people rely on Mobilink services

leading to the fact that Mobilink charges higher compared to its competitors.

Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started

GPRS services with RS. 500/ month of unlimited usage which is a treat for GRPS users who want to take

their office with them. Mobilink provides them with this facility with fairly reasonable charges.

Tariff Details for Mobilink Products

Indigo


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Indigo Freedom Plans

Details

Charge

Freedom Plan 1

Freedom Plan 2

Freedom Plan 3

Freedom Plan 3+

Freedom Plan 4

Weekend Tariffs

Rs/min

0.99

0.75

0.63

0.50

0.40

F&F Charges

Rs/min

0.99

0.75

0.63

0.50

N/A


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Air Time Charges

Rs/min

2.00

1.50

1.25

1.00

0.60

Free Minutes

Monthly

0

100

400

800

1200

Line Rent

Rs

0

100

400

900

1500


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SMS

Rs/msg

1.00

1.00

1.00

0.75

0.50

Free SMS

Monthly

10

15

20

25

30


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Jazz

Jazz Budget Tariffs

Details

Rates

Outgoing calls to any Mobilink number during selected Happy Hour Window *

Rs. 0.40 / 30 seconds

Outgoing to 3 F&F Mobilink numbers


Outgoing calls to any Mobilink number


Outgoing calls to all mobile networks in Pakistan


Outgoing calls to all Landline numbers in Pakistan



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SMS (Jazz to Mobilink)

Rs. 1.0 / SMS

SMS (Jazz to other networks)

Rs. 1.5 / SMS

Jazz Easy Tariffs

Details

Rates

Outgoing calls to any 3 Friends & Family Mobilink numbers*

Rs. 0.99 / min

Outgoing calls to any Mobilink Number

Rs. 2.10 / min

Outgoing calls to all mobile networks in Pakistan

Rs. 2.50 / min

Outgoing calls to all Landline numbers in Pakistan

Rs. 2.50 / min


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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 Mobilink numbers*

Rs. 0.99 / min


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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

SMS - to any other network in Pakistan

50 paisas / SMS

Daily Charges

Rs. 1.00


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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 Services Subscription

Rs. 30 / month


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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 consumer perception of the

product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They havent set the price

exactly on Re.1 but have used psychological pricing to attract customers. Mobilink is the only

telecommunication network in Pakistan, which has reached maturity and is the market leader. This iswhy, there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless

(at introduction), Warid (at growth) and Paktel (at decline). They made use of psychological pricing also

by offering free roaming facility during Hajj.

Mobilink is not using competitive pricing strategy because they are enjoying the market leadership in

Pakistan. At maturity, as different market segments are targeted the prices must be offered in such a

way that suits the targeted segments.

Mobilink is doing exactly the same. They have offered prepaid connections like Jazz Octane, Jazz Budget

and Jazz Ladies First, which can be afforded by the people not having very high incomes. Though, the


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prices of these packages are relatively higher than the prepaid packages of other telecommunication

networks but still attractive. Jazz Ladies First is a package designed specially for ladies through which

they can shop, listen to beauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as

low as 25 paisas/msg and late night option rates at Rs 1.50/min and many other facilities at attractive

rates. Jazz

Budget Package is an economical way to talk to any Mobilink number in Pakistan. It has announced

another ground breaking first of its kind offer with the re-launch of Jazz Budget. The package has been

launched with a fresh look and tariffs tailored specifically for the masses.

One of the key highlights of this package is the Happy Hour, which is bound to hit a chord with the

nation, and has been developed keeping the communication needs of the Pakistani people in mind.

Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to a Mobilink number, the

new package is specifically customized to offer customers the lowest rates to call the largest mobile

network in Pakistan.

Mobilink is also offering postpaid connections with the name of Mobilink Indigo, popular within the

business class. In this way, Mobilink is earning maximum profits by enabling people from different target

segments to become a part of the largest cellular network in Pakistan. Jazz customers can now call US

and a number of other Zone 1 destinations on Jazz local outgoing rate!

Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use GPRS just for

RS.100/year.


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PLACE

Place

Marketing Network

During the last 13 years, Mobilink has set up one of the largest cellular networks in the country.

Currently, Mobilink is covering more than 5000+ cities and towns. This has involved an investment in the

company of more than US$ 1 Billion. Mobilink have 50 Switches 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 the market itself. Today

mobilink is confident that it has all the essential building blocks in place to take the dream forward and


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to play a leadership role in the rapid growth and development of telecommunication industry in

Pakistan.

In 2003 mobilink invested upwards of US$ 200 million in improving their network and services. Mobilink

have already put in 7 switches, over 820 cell sites and new IN platforms for better coverage and

connectivity. In upcoming years mobilink is trying to invest in technological upgrades, superior customer

services, and improved coverage.

Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place

state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of Pakistan where well

trained staff is geared to answer complaints and queries, and a new billing system is in the process of

commissioning. Mobilink is constantly expanding their nationwide franchise and distribution network

and upgrading them to offer customer services so that the customers can find a Mobilink contact as

near to them as 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 of the day with exceptional

voice quality due to its broad coverage. The coverage is expanding day by day, and it is claimed by the

management that soon the only other thing covering Pakistan more than Mobilink would be the clear

blue sky.


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The type of coverage service Mobilink provides is divided into three main categories:

PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)

INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)

OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)

Nationwide coverage

Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages across

Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In nationwide

Mobilink provide services in following areas.


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Punjab

Sindh

Balochistan

NWFP

Capital

AJK

FATA

International Roaming

Along with nationwide coverage, Mobilink also provides true International Roaming in over 100

countries with more than 300 partner operators worldwide. The regions where Mobilink provide

International Roaming are as follows. Mobilinks roaming partnership with Thuraya has further

enhanced international roaming coverage. Through satellite communication the Mobilink connection

can be used in areas where there is no GSM coverage.

United States


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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


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6.

Maldives

Wataniya

900

7.

Switzerland

Orange

1800

8.

N/A

OceanCell

900

9.

Maritime Roaming

MCP

1800

10.

Mozambique

mCel

900/1800


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11.

Senegal

Sonatel

900

12.

Panama

C&W

850

13.

Ivory Coast

MTN

900

14.

Oman

Nawras

900

15.

Brunei

DST

900


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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


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21.

Jordan

Xpress

iDEN

22.

Uruguay

CTI Movil

1900

23.

Belgium

BASE

1800

24.

Sri Lanka

Mobitel

1800

25.

El Salvador

CTE Personal

1900


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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


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Distribution channel of Mobilink

Mobilink provide its service products directly to customers or with help of intermediaries involved in

distributing its product. Distribution channel contain set of interdependent organizations involved in the

process of making a product or service available for use or consumption by the consumer or business

users. Mobilink also distributes its product to end user with help of intermediaries as well as it

distributes its product directly to customers.

Mobilink supplies its product range to intermediaries with involvement of its Commercial and Sales

Department.

Mobilink authorizes limited number of dealers to deliver its service product. But Mobilink provides its

prepaid cards to almost all the markets and consumer shops. Providing its prepaid cards in every corner

of the city helps mobilink to satisfy the need of consumer and to gain customer satisfaction. However

mobilink deliver its Sims to customer with help of Franchises, service centers, and sales offices. These

Franchises, service centers, and sales offices are given by the right of providing its service product by

Mobilink itself.

Distribution Strategy of Mobilink


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There are three types of distribution strategies. First Intensive Distribution, second Extensive

Distribution and third is Selective Distribution. However mobilink follow both intensive and exclusive

distribution strategies. While providing its Jazz prepaid cards Mobilink follow Intensive Distribution

strategy means that stocking Jazz prepaid cards in as many outlets as possible. While providing itsservice products (like SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid

cards) Mobilink follow Extensive Distribution strategy means that it gives limited number of dealers the

right to deliver its product.

Logistic Management & Mobilink

In todays global marketplace, selling a product is sometime easier than getting it to customers.

Companies must decide on the best way to store, handle and move their products and services so that

they are available to customers in the right assortment, at a right time, and in the right place. Physical

distribution and logistics effectiveness has a major impact on both the customer satisfaction and

company costs.

Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the

most extensive network coverage footprint across Pakistan through an integrated technology

infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including

International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic

management and physical distribution from its competitors.

Logistic partnership and Mobilink

Companies must also work with other channel partners to improve whole channel distribution. The

members of distribution channel are linked closely in creating customer value and building customer

relationship.


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Mobilink management builds logistic partnership to achieve customer value and building customer

satisfaction with different courier services. The courier companies by which Mobilink has partnered are

as follows:

TCS

OCS

UPS

Third party Logistics & Mobilink

Most business perform their own logistics functions. However growing number of firms now outsource

some or all of their logistics to Third Party Logistics providers.

Mobilink also use Third Party Logistic provider for transportation of shipment of its service products to

warehouses, dealers or customers. Different courier service providers are 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, Financial standing,

Training and Reports.


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PROMOTION

Promotion

Companies can do more than make good productsthey must inform consumers about product

benefits and carefully position products in consumers minds. To do this, they must 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 stimulate more usage.

Mobilink is currently using:

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


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

Advertising Budget

Since the competition is intense in the telecommunication market, Mobilink has a significant advertising

budget. It is advertising heavily to be heard and to constantly remind its target market to go for

Mobilink. However, Mobilinks actual advertising budget was not disclosed by the management.

Advertising Media

Mobilink is using television, print, and radio advertising media to disseminate its message and to build a

brand preference but the most preferred is television since this medium 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 to communicate the message.

Billboards and Print Media: The Company has come up with elaborate campaigns, billboards and

posters to promote Indigo, their post-paid brand.

Advertising Campaigns

The advertising theme Mobilink: Its simply a way to communicate, is designed to demonstrate the

new services simplicity and convenience.


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Along with its service debut, Mobilink launched a nationwide campaign composed of television

commercials and print ads. The national campaign is supplemented by local and regional ad campaigns

produced by the Mobilink licencees. The national print and broadcast ads are designed to be localized.

The success of Mobilink has not only to do with its increased offerings, but also has a great deal to do

with the campaigns that Mobilink comes up with. The TV ads exude energy and liveliness, and an

expressive color and lightning palette, the high frequency and visibility makes these advertisements

noticeable which results into increased brand awareness and brand loyalty boosting sales.

Strong Brand Ambassadors: Mobilink in its advertising went on a different route (now copied 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 advertising campaigns booming. Strings, Vaneeza

Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid Afridi are some of celebritiesassociated 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 Mobilinks 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 Mobilinks 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 its tried and tested method of having a pretty face holding aJazz 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


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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 womans

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 Promotion

Mobilink uses different types of sales promotion method such as:

Consumer promotions

In order to kindle greater and quicker purchases Mobilink is carrying out the following consumer

promotion activities including special deals such as:

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

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.


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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 Promotions

Mobilink also carries out business and sales force promotions on frequent basis.

Specialty Advertising: Mobilink uses certain items imprinted with its logo as well advertising messages

such as calendars, caps, radios, mugs, and candles. These items are given as gifts to customers by

salespeople.

Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate the sales force

to put in greater effort.

Trade Shows: mobilink actively participates in trade shows in order to enhance its business

promotions. It took part in the usual trade-show presentations of Asia Pacific Billing and Revenue


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Management 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 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 morefor 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


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Mobilink finds it electronic marketing very important and highly accountable.

Mobilinks Website

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


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o Animation

o Todays 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


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Tools

o Yahoo

o MSN

o Google

o MSN Messenger

o Hotmail

o Gmail

Online Ads and Promotions

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.


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The sales force members are some of the best talent in the country and can be distinguished from

others on the basis of their convincing power. The have the passion and the spirit to challenge the

norms, and so they are the part of winning team.

Sales Force Objective:

The chief objective of Mobilinks sales force is not only to encourage sales but also to diagnose

customers problem and to propose an effective solution thus satisfying them completely. They play a

strong role in improving customer profitability.

Sales force Structure

Mobilinks sales force manages following types of sales force:

Technical and Application Engineers

Service Personal

Distributor Sales Force

Sales Force Compensation

Mobilink has attractive compensation packages for its sales force. Along with a fixed amount i.e.

salaries, they are also offered variable amounts such as lucrative commissions. Benefits such as paid

leaves as well as accident benefits are also offered to the sales force.


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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

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.


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SUGGESTIONS & RECOMMENDATIONS

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

mobilink gsm full dtail

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