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History of Organization
Wateen Telecom is a Pakistani telecommunication company based in Lahore, and is a sister
concern of Warid telecom which was started in Dec 2007.
Wateen Telecom is the Abu Dhabi group's latest
communication investment in Pakistan. Sheikh
Nahayan Mabarak Al Nahayan is the member of the
Royal Family of Abu Dhabi, Minister for Higher
Education and Chancellor of the UAE Universities and
also the chairman of Wateen telecom, Al Warid
telecommunication and bank Al Falah.
Wateen Telecom's current goals are to be set up as
the leading "Carrier's Carrier". With the collaboration
of Motorola, they plan on deploying a WiMax country-wide network across Pakistan. This
network will become one of the largest of its kind in the world. Wateen also envisions the
provisioning of Direct-to-Home television services for Pakistani viewers.
Wateen is currently providing mainly outdoor and limited coverage in the following cities.
Abbottabad, Jhelum, R.Y. Khan, Bahawalpur, Karachi, Sahiwal
D.I. Khan Lahore, Sargodha, Faisalabad, Multan, Sheikhupura,
Gujranwala, Okara, Sialkot, Gujrat, Peshawer, Sukhur,
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Hyderabad, Quetta, Islamabad, Rawalpindi
To launch Pakistan into the 21st century digital revolution by providing complete communication
and media solutions to Telecom Operators, Corporate and Consumers, to be the leading
“Carriers’ Carrier” by creating a world-class cutting-edge network and to deliver a diverse range
of reliable, affordable and quality customer-centric services
Mission
To provide affordable communication services those meet and exceed customers' expectations
To deliver high-quality, flexible and innovative solutions those are cost-effective and conducive
To provide complete customer satisfaction on time, every time
To make Broadband Pakistan a reality
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The Company
Wateen Telecom is Pakistan’s one of the largest communication company in the private sector
that has helped moving forward the country into a digital revolution with its ability to seamlessly
connect and enable smarter, faster cost effective and effective and flexible communication
solutions to reach its customers.
Value chain Analysis
In value chain analysis we analyze the whole process of the company and look out whole
process through which company adds value in their product and services.
Inbound logistics
Inbound logistics concerned all those activities concerned with receiving and storing externally
sourced materials. Wateen telecom is providing services and technical sourced material
provided by Motorla Corporation as inbound logistics. Wateen Telecom-Pakistan Selects
Motorola 802.16e WiMAX Solution for Nationwide Network Deployment.
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Motorola
Motorola is known around the world for innovation and leadership in wireless and broadband
communications. Inspired by our vision of Seamless Mobility, the people of Motorola are
committed to helping you get and stay connected simply and seamlessly to the people,
information, and entertainment that you want and need. We do this by designing and delivering
"must have" products, "must do" experiences and powerful networks -- along with a full
complement of support services. A Fortune 100 company with global presence and impact,
Motorola had sales of US $36.8 billion in 2005.
VIENNA, Austria WiMAX World Europe May 23 2006 Motorola, Inc today announced that it
has been selected as primary supplier to Wateen Telecom, part of Warid Telecom International,
to plan, design and deploy a nationwide wireless broadband voice and data network in Pakistan,
with initial deployment to be completed by the second half of 2006. The Motorola solutions and
integration services are the first step for Wateen to make Broadband Pakistan a reality and
usher in a digital revolution, providing the access network, subscriber units, IP Multimedia
Subsystem (IMS) core and services to quickly and cost-effectively connect the unconnected.
The 802.16e-based MOTOwi4 WiMAX access network and subscriber units will enable Wateen
Telecom to offer broadband data services covering residential and corporate voice, Internet
access, and corporate IP virtual private network (VPN) and public hotspots.
Tariq Malik, Wateen Telecom, commented, “We are committed to deploying Pakistan’s first
nationwide network – the largest 802.16e WiMAX network in the world with over one million
users – and to enabling access to a range of voice, Internet, data and value-added services via
the network. This is an important milestone in realizing our vision of ‘Broadband Pakistan’ and
eliminating the digital divide by providing coverage to areas that are currently underserved.”
Malik added, “Motorola’s global strength and unique approach provide us with a turnkey offering
for VoIP and data services for both residential and corporate users. Motorola’s IMS core
solution will simplify service delivery, strengthening our current and future regional market
position.”
Integration with Motorola’s IMS solution will enable Wateen Telecom to offer consumers voice
services using VoIP (voice-over-IP) including enhanced residential voice features such as caller
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ID, voice mail and call forwarding. Differentiated services such as pre-paid and simple web-
based subscriber account management are also included. For business customers, Wateen
Telecom will offer a hosted VoIP solution with traditional business PBX and IP Centrex voice
services such as conferencing, integrated with services that include find me/follow me and PC
desktop integration.
Jose Figueroa, Motorola corporate vice-president and general manager of Motorola Networks,
Europe, Middle East, Africa and Latin America , said, “For emerging markets such as Pakistan,
Motorola’s ability to bypass legacy communication architectures and offer end to end integration
services is very attractive. Motorola’s integration services and WiMAX solutions are based on a
cost-efficient business model which enables operators to quickly realize the large revenue
potential of corporate as well as residential users. The ability to bring new services to market
quickly and effectively is becoming increasingly important to operators especially those in high
growth markets.”
Operations
Wateen is services company which providing internet and other services through wireless
technology. They facilitate their customers through providing better services and satisfaction.
Our TV broadcast and multimedia service offers high quality analogue and digital video
channels, gaming and interactive TV service to all its subscribers. Currently analogue TV
service is available in DHA, Lahore through HFC network, which will be expanded to other
areas and cities shortly. Wateen is revolutionizing the internet in Pakistan by introducing the true
standards of broadband internet. Wateen offers a technologically advanced service that allows
residential customer affordable, high speed and always on access to rue broadband internet.
Our goal is to provide customers with the most reliable best performing broadband internet
access. Wateen broadband internet will be available through latest Wimax technologies
Outbound logistics
Wateen offers a technologically advanced service that allows residential customer affordable,
high speed and always on access to rue broadband internet. Our goal is to provide customers
with the most reliable best performing broadband internet access. Wateen broadband internet
will be available through latest Wimax technologies. They are providing different types of
devices to the customers from their warehouses. Their warehouses usually attached their
franchises.
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SWOT Analysis:Strength WeaknessMany product lines.
Manufacturing competence.
Good marketing skills.
Good materiel management system.
Information system competencies.
Portfolio management.
Appropriate organizational structure.
Well developed corporate strategy.
Good financial management.
Loss of customer good will
Loss of brand name capital
Highly conflict and politics
Opportunity ThreatExpand core business
Exploit new market segment
Widen new market competition
Change in consumer taste
Diversify into new growth business
Enlarge corporate portfolio
Make profitable new acquisition
Applying brand name capital in new areas
Rise in new or substitutes
Increase in industry
New form of industry rivalry
Potential for takeover
Market Analysis
How large is the market for the product in Question? Is it growing, shrinking, or Static?Market definition In
order to define the
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market in Pakistan, we need to understand what needs are wireless services to
serve?
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Technology choice (wire line or wireless)
Very few and low quality copper lines available
Wireless access networks are faster and comparatively more cost effective to
rollout
Wireless medium is a preferred choice in emerging countries due to lack of
effective town planning
No need for “time consuming” Right of Way to install network
Wimax has the potential to deliver more bandwidth than other WLL technologies
Standards track end-to-end flat IP architecture allows rapid introduction of new
services.
The wireless market is growing day by day with the passage of time because due to
defective planning of cities and other infrastructure wireless would be most preferable
medium of technology in the future.
Wireless Local Loop Subscribers are increasing, again only PTCL‟s graph is showing
downward trend. Wireless Local Loop (WLL) is growing at a rate of about 100 per cent
per annum with quarterly addition of around 0.14 million subscriber on an average. The
teledensity of this wireless service has now reached 1.4 per cent and it is expected that
by the mid 2009 the WLL operators will be able to provide coverage in all major areas of
the country.
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What are the major factors influencing the level of demand of this product.
There are many factors influencing the level of demand of this product in Pakistan.
Infrastructure
Wireless medium is preferable choice for the emerging countries where town planning is
not effective so the wireless demand will be more than fixed line internet infrastructure.
Access factor
Wireless access networks are faster and comparatively more cost effective to rollout if
we compare with other networks like land line medium.
Time factor
The main factor which becomes the cause of increasing the demand for this product is
no need for time consuming Wright way to install network.
Market segmentation for this product
After careful analysis of all of the clusters, it has been revealed that all of the consumers
are same based on all of the Behavioral variables as far as the other wireless internet
channel providers are concerned, except for the Socio-economic classes of them.
Hence all of the following three clusters have been differentiated only on the basis of
their corresponding Segment class
Behavioral profiling of clusters
Lets we divide the different clusters on the benefit sought basis.
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Segment
1. prefers customer services, max attributes from the network.
2. prefers price and quality. This shows that they are more concerned of the value
for money, rather than the variety of related aspects of trust and service.
3. prefers each and every attribute and this is a largest of all clusters. This shows
that they have a mixed feeling about the offerings of current service providers
and they want best of all of the bargains.
At what stage in the product life cycle is the market?
Now Wateen is on growth stage in the market because in 2007 they have started their
services in Pakistan.
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Is demand consistent over time or does it fluctuates in response to random or cyclical factors?
An industry which is sensitive to business cycles and whose performance is tied to the
overall economy, especially interest rates. Many cyclical industries produce durable,
commodity-like goods such as raw materials, cars, chemicals, construction, paper,
steel, and heavy equipment. Given the durable nature of the goods, such purchases
often get postponed in poor economic conditions, but sell especially well in good
economic conditions.
There are many constraints in the broadband proliferation in Pakistan due to which
demand does not consistent over the time.
Demand Side:
Affordability (prices)
Per capita Income of a Pakistani is $925. High inflation and
spending patterns are important considerations
Skill and Uptake
Low Literacy rate
Availability of quality human resource, intellectual, social capital
and societal capacity.
Poor availability of Local content
Poor availability of quality and need-based e-services
Supply Side:
Non-availability of dependable power supply
Relevant wireless coverage and spectrum
Quality of Access
Low Corporate absorption strength
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Consumer Behavior Analysis
Who initiates the buying process?
When a consumer purchase internet connection they still perform a similar sequence of
tasks searching for information about different products evaluate these alternatives and
transacting the chosen alternative. However a user personally purchases the
connection and family or friends have a great impact on these activities.
What events or factors stimulate the need to purchase?
Once customer identifies the need they may seek information about retailers or
products to help them satisfy. Customer search regarding internet connection could be
limited because it is a specialty product. The analysis has shown that in terms of
internet connection customer mostly refer to family and friends as reference group.
These reference groups affect buying decision offering information like price tariff and
plan. Providing reward for specific purchasing behavior for instance friends could
appreciate they you could access internet at anywhere if you are carrying a laptop.
Then customer enhances and maintains their self image.
What criteria are most important and will they change over time.
During this stage consumers process different product information and make a final
value judgment. From our consumer behavior analysis we have found out that on this
stage customer evaluate internet connection on its several attributes like price, net
speed, tariff plan which come along with looks etc and they also decide which attribute
are most important for them. If he was not satisfied with the services of the existing
network he will change it in future.
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Who makes the final buying decision?
It’s not necessary that customer will always purchase a brand or internet connection
with evaluation. The internet connection offering benefits may not be available into the
store or the customer may feel that the risks outweigh the potential. Therefore retailer
should ensure that their sales persons are knowledgeable enough and they are also
skilled presenter of their products otherwise it could raise confusion in customers mind
during purchasing of internet connection reducing the actual and perceived time of
purchasing. The finally user make decision to buy the connection.
Who uses the product once the purchase has been made?
After purchasing a product the user in which his family and friends also uses the product
and check the efficiency of the product and the experience will be based on the net
speed signal strength amount of money they have spend.
How the product is used evaluated and discarded?
Customer often feels that service providers do not deliver what they promise. They feel
players should present the terms and conditions and tariff plans/schemes in clear terms.
Monitoring every small detail regarding the tariff plans must be included in the bill. For
example if a company intends to collect an advanced monthly rental from customers
them it has to mention that in its tariff plan so that customers are not shocked when they
see a bill that includes monthly advance rentals as well. This kind of practice might keep
customers away from going for a particular brand.
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