PREFACE

It is an academic requirement for a student of Bachelor in Business Administration

to undergo an internship program of eight weeks duration. This requirement

provides with an opportunity to acquaint the student of BBA (IT) with practical

working of an organization.

I selected Telecom Sector, Mobilink of Pakistan, And Main Branch Kohat for my

internship. During my work, I was rotated in different departments of Mobilink

Branch Kohat and got some understanding of their operations and procedures.

The Mobilink staff was very much cooperative with me, they have provided me with

guidance and relevant material to write a report. I am very much thankful to them

and to my advisor Mr. AFTAB GOHAR

for his supervision and guidance.

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I dedicate this effort to my co-operative and encouraging family.

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ACKNOWLEDGEMENT

I am very thankful to all the Mobilink staff at main branch Kohat, who supported

me on every step & guided me in routine transactions. Special thanks to Mr. Imran

Haider who helped me a lot in gathering data about Mobilink. I say thanks to all

those who supported me in preparing this internship report & provided me

assistance at crucial times. I am also very thankful to Mr Azam & Shafiudin for his

guidance & assistance during report preparation.

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TABLE OF CONTENTS

ACKNOWLEDGEMENT ..................................................................................III Table of Contents.....................................................................................................ivlist of acronyms......................................................................................................viiExecutive summary...............................................................................................xiiiCHAPTER – 1.........................................................................................................1INTRODUCTION TO STUDY.............................................................................11.1 Background of the study:..........................................................................11.2 Purpose of the study:................................................................................11.3 Scope of Work:.........................................................................................21.4 Methodology of the report........................................................................21.5 Scheme of Report:....................................................................................21.6 Constraints and limitations of study:........................................................3CHAPTER – 2.........................................................................................................4REVIEW OF ORGANIZATION..........................................................................42.1 History of telecommunication:.................................................................42.2 History of GSM:.......................................................................................52.3 Overview of the telecom in Pakistan........................................................62.4 Orascom telecom (parent company).........................................................72.5 Mobilink in Pakistan:................................................................................82.6 Mobilink’s Vision: -.................................................................................92.7 Mobilink’s values: -..................................................................................92.8 Mobilink operational areas:......................................................................92.9 Mobilink Kohat:......................................................................................10CHAPTER – 3.......................................................................................................11CUSTOMER SERVICES DEPARTMENT.......................................................113.1 Introduction:...........................................................................................113.2 Sales…………………………………………………………………………..12

3.3 Customer Services Introduction.............................................................133.4 Customer Services Operations................................................................143.5 Customer Services System…………………………………………………... 16

Defining Quality Service At Mobilink...................................................................18CHAPTER – 4.......................................................................................................19EMPLOYEE INVOLVEMENT AT MOBILINK4.1 Introduction:...........................................................................................19

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4.2 Hierarchy at Mobilink.............................................................................194.3 Motivation...............................................................................................214.4 Employee Wants.....................................................................................214.5 Achieving a Motivated Work Force.......................................................224.6 Empowerment.........................................................................................234.7 Teams......................................................................................................234.8 Training...................................................................................................244.9 Recognition and Reward.........................................................................254.10 Benefits of Employee Involvement........................................................25CHAPTER – 5.......................................................................................................26MARKETING REVIEW.....................................................................................265.1 Introduction:...........................................................................................265.2 Marketing:...............................................................................................265.3 Product:...................................................................................................265.4 Services of Mobilink:.............................................................................275.5 Value Added Services:...........................................................................315.6 Local Access Facility in all Cities of Coverage......................................345.7 Branding.................................................................................................345.8 Packaging……………………………………………………………………..35

5.9 Why Mobilink Use Packaging................................................................355.10 Labeling……………………………………………………………………'…36

5.11 Pricing.....................................................................................................365.12 Distribution.............................................................................................375.13 Channel of Distribution……………………………………………………….38

5.14 Promotion...............................................................................................385.15 Advertising……………………………………………………………………395.16 Personal Selling………………………………………………………………395.17 Sales Promotion………………………………………………………………405.18 Promotional Activities………………………………………………………..40

CHAPTER – 6.......................................................................................................43ANALYSIS............................................................................................................436.1 Introduction.............................................................................................436.2 The origin of SWOT...............................................................................436.3 Elements of SWOT analysis...................................................................446.4 Strengths:................................................................................................456.5 Weakness:...............................................................................................466.6 Opportunities:.........................................................................................476.7 Threats:...................................................................................................48

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CHAPTER – 7.......................................................................................................50FINDINGS & RECOMMENDATIONS.............................................................50CHAPTER – 8.......................................................................................................54ACTION PLAN....................................................................................................548.1 Introduction.............................................................................................548.1.2 Problem...................................................................................................548.1.3 reason......................................................................................................548.2 Implementation Plan...............................................................................558.2.1 Target Area.............................................................................................558.2.2 Setup Expenses.......................................................................................558.2.3 N.W.F.P..................................................................................................558.3 Kohat Locations......................................................................................578.3 Construction............................................................................................578.3 Tower......................................................................................................578.4 Infrastructure for GSM Cell Site............................................................578.5 Recommendations...................................................................................588.6 Conclusion..............................................................................................58

Bibliography..........................................................................................61

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LIST OF ACRONYMS

A/R Account Receivable

AMPS Advance Mobile Phone System

CEPT Conference of Post and Telegraphs

CF Call Forwarding

CLI Cellular Lind Identification

CPP Caller Party Pays

CW Call Waiting

EA Enterprise Agreement

ESN Electronic Serial Number

ETSI European Telecommunication Standard Institute

F.C.C. Federal Communication Community

GNP Gross National Product

GSM Global System for Mobile Communication

IDU’s Indoor Unit

S Improved Mobile Telephone System

IPP Independent Power Producer

IR International Roaming

ISDN Integrated Service Digital Network

ISP Internet Service Provider

IT Information Technology

IWC International Wireless Communication

M/W Microwave

MIC Million International Cellular

PMCL Pakistan Mobile Communication Limited

PRC Producer, Retailer, Consumer

PRC Producer, Retailer, Consumer

PTA Pakistan Telecommunication

PWRC Producer, Wholeseller, Retailer, Consumer

SIM Subscriber Identity Module

SMS Short Message Services

TACS Total Access Communication System

TDMA Time Division Multiple Access

VAS Value Added Services

VM Voice Mail

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EXECUTIVE SUMMARY

1. Communication is the transfer of any thought, idea, or belief. We communicate every day, spreading ideas to people around us whether verbally, on paper, or electronically. We live in a world of communication. Communication is expanding every day and without it we would be isolated.Cellular industry is one of the growing industries in the developing countries. In Pakistan there are six competitors operating in this industry; Mobilink, Ufone, Instaphone, Telenor, Warid, and Zong. Mobilink started its operations in 1994 and is trademark of Pakistan Mobilink communications ORASCCOM. Target market of the Mobilink is basically the higher income class but now it has started OFFERING PACKAGES FOR VARIOUS INCOME GROUPS. Mobilink is implementing growth strategy according to the industry trend. For this purpose it is concentrating on market development and product development. It is differentiating its services from its competitors by adding value added services. Mobilink GSM (PMCL), a subsidiary of Orascom telecom, is the market leader in the providing state-of-the-art communications solutions to over 32 million people in Pakistan. Mobilink can proudly boast of being the first cellular service provider in Pakistan to operate on a 100% digital GSM technology.

2. The purpose of this report is to overview the customer services of Mobilink (GSM), to present the experience gained, critical facts felt during the period, through observations and different analysis and recommendations to overcome the problem of dissatisfaction of customers.

3. Report Findings are as follows:

No recovery for wrong Jazz Load.

DO’s are not having proper system to check retailer remaining OTTAR.

Lack of Product availability

Connection is having limited expiry date.

Many times the jazz connection is sold out with out original NIC of the

customer.

Franchise is unable to maintain motivational environment, especially in

terms of learning opportunities.

CS representative receives poor salary packages.

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4. Report Recommendations are as follows:

Recovery system must be introduced for the wrong jazz load.

A proper system must be installed in the DO’s mobiles so they can check

the retailer remaining OTTAR.

Company should provide their product on the unlimited expiry date. So in

this way the product will be highly available in market.

The company must insure that Franchises properly do the activity of

change of ownership.

For motivating the franchise environment handsome salary packages

should be provided to them.

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