mobilink marketing plan

Reshaping LivesReshaping Lives

1-ORASCOM COMPANIES

Orascom Telecom Holding S.A.E. (Orascom Telecom) is a leading mobile

telecommunications company with GSM operations in seven emerging markets in the

Middle East, Africa and South Asia, having a total population under license of

approximately 460 with an average mobile telephony penetration of approximately 8%.

Orascom Construction Industries (OCI) is a leading cement producer and construction

contractor active in emerging markets.

Orascom Hotels and Development (OHD) is the primary designer, developer,

contractor and marketing force behind the highly successful El Gouna (Red Sea, Egypt),

Taba Heights (Sinai, Egypt), Tala Bay (Aqaba, Jordan) and The Cove (Ras El Khaimah,

UAE) projects. OHD is also one of the key private players in the tourism sector and the

largest single hotel owner in Egypt.

Orascom Technology Solutions (OTS) is one of the leading IT and communications

solutions providers and system integrators in Egypt, with more than 400 major customers

involved in a variety of businesses. Casting a wide net over the technology sector, OTS’

business activities include sales, support and services for large-scale computer systems,

software, telecommunications products, internet security systems, telecommunications

software solutions and turnkey project management.

1.2-Orascom Telecom Holding S.A.E.

Orascom Telecom Holding S.A.E. ("Orascom Telecom") or ("OTH") was established in

1998 and has grown to become a major player in the telecommunication market.

OTH is considered among the largest and most diversified network operators in the

Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate

mobile services in North Korea. Orascom Telecom is a leading mobile

telecommunications company operating in six emerging markets having a population

under license of 430 million with an average penetration of mobile telephony across all

markets of approximately 44%. OTH operates GSM networks in Algeria (Djezzy),

Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and

Zimbabwe (Telecel Zimbabwe). OTH had exceeded 77 million subscribers as of June

2008.

Orascom Telecom operates GSM networks in:

MBA-A Group-A CIIT-Sahiwal.1

http://www.ots.com.eg/

http://www.orascomhd.com/

http://www.orascomci.com/

http://www.otelecom.com/


Algeria ("Djezzy")

Pakistan ("Mobilink")

Egypt ("MobiNil")

Tunisia ("Tunisiana")

Iraq ("IraQna")

Bangladesh ("Banglalink")

Zimbabwe ("Telecel Zimbabwe")

OTH has positioned itself as a leader in the region for its diverse GSM operations with

various GSM support and Internet operations. One of OTH's main strategies is to

create its own non- GSM subsidiaries to act as a backbone of support for its regional

GSM operations. OTH has achieved this by dedicating financial, technical and

management resources for supporting its subsidiaries. This includes network support and

installation of GSM operations, equipment procurement, handset procurement and

distribution companies, Value Added Services, and Internet operations. OTH is dedicated

to providing the best quality services to its customers, value to shareholders and a

dynamic working environment for its nearly 20,000 employees.

1.3-Vision

To become one of the worlds leading telecom operators providing the best quality

services to our customers, value to our shareholders and a dynamic, challenging and fun

environment for our employees.

1.4-Mission statement

Our mission is to satisfy all communication needs of the developing markets which we

serve. It is our belief that there is viable economic model to serve emerging markets

while availing affordable quality. We are racing to serve the largest possible number of

customers, covering the most populous countries in the world. We believe that by

positioning ourselves as the primary provider of communication services, we are shaping

the future of the markets we serve.



1.5-Orascom Board

Naguib Sawiris Chairman & Chief Executive Officer

Mr. Onsi Sawiris

Board Member

Mr. Alex Shalaby Board Member

Mr. Khaled Bichara Board Member

Mr. Hassan Abdou Board Member

H.E. Ahmed Maher

H.E.Francois Dopffer

Dr. Khaled E. Ismail


http://www.otelecom.com/about/manageBoardView.aspx?TopManageId=2








1.6-CHAIRMAN MESSAGE

Dear All,

Orascom Telecom has continued its progress as it

penetrated the extremely attractive market of Bangladesh

which has a very high population of 140 million, low

mobile penetration thus great potential for growth in mobile

subscriber numbers. Banglalink was launched in the

beginning of 2005 and we managed to reach 1 million

subscribers by end of year. Banglalink has more than 9.4

million subscribers as of June 2008. OTH took another step

in an extremely attractive market that has very unstable and challenging environment.

Remarkable growth continued all over our subsidiaries with Tunisiana (Tunis) exceeding

the 3.8 million subscribers (June 2008), and Djezzy (Algeria) exceeding 14 million

subscribers in (June 2008). Mobilink reached an outstanding achievement on December

2004 as it managed to grow to 5 million subscribers, which is over 5 times its matter in

18 months. This is a milestone in the history of the Pakistani Telecom industry, and it is

now the biggest telecommunications operator in Pakistan with a market share of 36.4%.

Continuing to break its own achievement record in November 2005 Mobilink's subscriber

number doubled as it reached 10 million subscribers in just a year's time which has

grown to exceed the 32 million subscribers by June 2008.

Our focus remains to increase our subscriber base, sustain and continue our market

leadership in the countries we operate in. OTH being a leading Telecom operator, with an

increasing scale and recognized operating expertise gives us the appropriate leverage

with our key partners: government bodies, equipment suppliers and financial institutions.

I am convinced that OTH is strategically, operationally, and financially well positioned to

deliver superior growth and profitability in the future.

Sincerely,

Naguib Sawiris

Chairman & CEO



1.7-Media Affairs

We are here to Communicate

All over the world, there are millions of people who deserve to be heard; who have

something to say that's worth listening to; who have something to offer. People caught up

in wars not of their making; people with hopes and aspirations; people that are hungry or

homeless; talented people who want to realize their potential. All for the want of a means

to communicate. For many, their voices have no echo.

Our business is communications. Orascom Telecom designs and builds complete

communication infrastructures. We also operate them. And because our business is

communications, we make it our business to listen. Only by feeling what the world wants

to say we can provide the best means for saying it. When the world has a voice, it can

change itself for the better.

Today, Orascom Telecom operates in seven countries and helps more than 30 million

people voice their hopes, fears, ambitions and feelings. And through our parent company

Weather Investments, we now reach an additional 15 million customers in Italy. Our

families of more than 15 thousand employees strive everyday to make sure that the world

will hear the people's voices.

To all the unheard millions still out there, we are coming.



2-MOBILINK

2.1-Introduction to Mobilink

Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in

1994, and has become the market leader both in terms of growth as well as having the

largest customer subscriber base in Pakistan - a base of over 31 million and growing. We

pride ourselves 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, we offer both postpaid (Indigo) and prepaid

(JAZZ) solutions to our customers. Compared to our competitors, both the postpaid

(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan

cellular industry.

In addition to providing advanced voice communication services that makes the lives of

millions that much easy, we also offer a host of value-added-services to our prized

customers. At the same time, Mobilink places high importance to its coverage, which is

why we cover you in 10,000+ cities and towns nationwide as well as over 130 countries

on international roaming service. In other words, we speak your language, everywhere.

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.

2.2-Corporate strategy

Corporate strategy is the ways through which a company creates values through

configuration and coordination of its multimarket activities.

Mobilink’s corporate strategy is to provide a complete solution in telecommunication and

information technology sector.



2.3-Corporate values

Total Customer Satisfaction

Customers are at the heart of our success. They have placed their trust and confidence in

us. In return, we strive to anticipate their needs and deliver service, quality and value

beyond their expectations.

Business Excellence

We strive for excellence in all that we do. We aspire to the highest standards and raise the

bar for ourselves everyday. This commitment to delivering world-class quality translates

into unmatched service and value for our customers and all stakeholders.

Trust & Integrity

At Mobilink, we take pride in practicing the highest ethical standards in an open and

honest environment, and by honoring our commitments. We take personal responsibility

for our actions, and treat everyone fairly, and with trust and respect.

Respect for People

Our relationships drive our business. We respect and esteem our employees and all

stakeholders. We believe in teamwork, empowerment and honor.

Corporate Social Responsibility

As the market leader, we recognize and fulfill our responsibility towards our country and

the environment we operate in. We contribute to worthy causes and are dedicated to the

development and progress of the society.

2.4-Mobilink's Vision

"To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers while exceeding Shareholder

value & Employee Expectations".

Other telecommunication organization are also committed to provide complete solution

in telecom and IT sector but if we see the previous trends of complete services, almost

about 90% Mobilink was the first mover (pioneer)in all that, and all others were

followers. So its means the Mobilink was and is still committed towards the first

mover….



Now a days Mobilink is still struggling for the new technology which is named as 3G (3 rd

generation) and also the other specially Telenor.

2.5-Coordinative Management

President and CEO

Zouhair Abdul Khaliq

Chief Information Officer

Tariq Rashid

Vice President Human Resources, Administration &

Security

Ali Raza Mehdi

Vice President Sales

Irfan Akram

Vice President Marketing

Bilal Munir Sheikh

Vice President Customer Services

Mustafa Peracha

Vice President & Head of Broadband Business Division.

Naeem Zamindar

Vice President Corporate Affairs

Agha Qasim



2.6-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

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 130 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

MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and

Fleet Management services that are being provided by Trakker (Pvt.) Ltd., under

the brand name of C-Track, a company licensed by Pakistan Telecom Authority

(PTA). Trakker currently operates from Karachi but can provide these facilities at

all those locations where GSM coverage is available

2.7-Business Strategy

A long-term approach to implementing a firm's business plans to achieve its business

objectives.

Strategic Business Unit (SBU)

A SBU is a single product or brand, a line of products, or a mix of created products that

meets a common market need or a group of related needs, and the unit’s management is

responsible of all of the basic business functions.

Mobilink Brands / Strategic Business Units

Prepaid

Postpaid

Blackberry

Mobilink PCO

Wireless internet cards

Mobilink infinity

There were always a two elements for the pioneers;



1. Pioneering cost

2. Pioneering benefit

Whereas Mobilink is almost bearing a pioneering cost but at the same time its also

enjoying the better benefits than others Mobilink was first mover in Pakistan in 1994 with

GSM 900/1800 technology, and that was the real time for the enjoyment of profits, as the

Mobilink was done in previous 10 years (1994-2004). So as the far Mobilink is still

fetching the more benefits with its pioneering behavior.

2.8-Marketing strategy

Mobilink is currently working on market oriented strategy. There are two main function

on which mobilink is currently enormously focusing.

1. Cost management.

2. Quality of services.

Mobilink has been successfully built a superior relationship with their customers

including consumers and corporate. Mobilink is completely focusing on the need and

wants of their consumers and providing them all there needs according to their desires.

Especially mobilink has a largest customer care centre than other service providers.

Mobink has 3 mainly customer service centers, and the difference is showed with the

statistics which is given below;

100000 calls per day

20000 customers connected with customer services representative (CSR)

250-300 calls attended by one CSR in 8 hours including break.

Mobilink has largest call centers in Pakistan.



3-Market driven strategy

Process:

As Mobilink is still committed with its mission and corporate strategy so mobilink is still

providing every source of means of communication with analyzing the value

opportunities and capabilities of itself and its resources based. Being the pioneer in this

market first mover in the every technology and every solution which is provided to the

consumers is completely research based.

Mobilink has initiative, intelligent, cooperative and committed research force which day

to day efforts make the Mobilink superior in Pakistani market.

Mobilink stumble on the desires of the consumers with the complete research plans.

Through:

Mobilink calls their high volume users

Feed back through customers care centers

Feed back through videos

Feed back through marketing team

After getting feed back from all that sources, higher authorities make an audit on these

feed backs, and then they takes a necessary actions to:

New product development


Segments

Value opportunities

Capabilities/segment match

Targets

Positioning


Product improvement by adding new features

Now a day’s mobilink is working on a “bundle package” in which they offer a complete

SIM and Handset. To launch this scheme or package mobilink is getting feedback

through their all resource. Mobilink is calling their potential and loyal customers and also

studying the U-fone and Zong because they have already announced that package.

4-Market segmentation

A marketing term referring to the aggregating of prospective buyers into groups

(segments) that have common needs and will respond similarly to a marketing action.

Market Segmentation, Targeting & Positioning Process:

Product market

Market Segments

Market Targets

Positioning Strategy of each Target

Marketing Program for each Target

As per mobilink corporate strategy mobilink first select the product market which is

telecommunication and information technology based. There its found number of

segments in it likes;

WLL (Wireless land line)

AIMS to CDMA

Wi-Fi (wireless internet)

GSM 900/1800

W-Lan (wireless local area network)



5-Market Targeting

Target Marketing involves breaking a market into segments and then concentrating

your marketing efforts on one or a few key segments.

Definition: A specific group of consumers at which a company aims its products and

services

Then according to its resources mobilink planed to enter GSM 900/1800 technology, and

mobilink finally provides every means of communication in that particular segment.

Now a day’s mobilink is just entered in the wireless internet segment with the brand

name of “mobilink infinity”.

In the first segment mobilink introduces the two main brands under GSM segment.

Jazz

Indigo



Mobilink initial working in “single segment” now by selecting another segment mobilink

is now on “multiple segments”.



6-Positioning strategy

Being the pioneer in Pakistani telecommunication market mobilink has positioned

himself on the quality of services. People know that the mobilink is providing the more

connectivity than others telecom service providers.

Mobilink is charging the slightly higher than other on the bases of the quality services

which it is providing to the customers. As the mobilink says

“Connectivity matters not the price”

Mobilink positioned himself that they are charging slightly more that other on the bases

of quality services. And people about there positioning strategy. While other telecom

service providers positioned themselves on the based of less prices, mobilink is just

superior on there quality services due to first mover and he set the ground with their 14

years of business mobilink has more subscribers than others. That’s why the mobilink is

market leader in the Pakistani market with the 35% market share.

Only mobilink is claiming that they are quality service provider and secondly Telenor is

also focusing to positioned himself on quality service provider and all other like warid

telecom, zong, instafone they are positioning themselves on less prices. As they are

dellievring the messeage in their advertisement.

Mobilink say “Pura Signal, Pura Pakistan”

“Complete signal, complete Pakistan”

“You don’t find the signals, signals find you”

6.1 Analysis

In Pakistan’s competitive and heated mobile market operator’s survival lies in getting

into new areas exploring new Value Added products, and providing better quality of

services. This is only possible by rolling out networks and be the first to reach

untapped population of the country. Out of 376 tehsils across Pakistan, almost

77 % are covered with mobile networks, bringing the figure.



6.2 Cities/Towns/Villages covered by the company

In 2004 there were less than 2000 cell sites erected by all mobile operators all together

for provision of mobile services. Today total cell sites of all mobile operators are more

than 17,500. Figure depicts the number of cell sites of Cellular Mobile Operators.

6.3 Cell sites by company (Aug-08)

6.4-Market share

In 2008 the share of each company in mobile market exhibited a change, except for

Ufone whose subscriber share remained more or less the same. Mobilink kept on loosing

its share for another year in favor of Telenor and Warid despite its secure subscriber base,

whereas Paktel and Instaphone share in the market also dropped as both companies are



struggling with transitional phase. Figure depicts the Cellular mobile operators share in

the telecommunication market.

As per the current statistics of the Pakistan telecommunication authority.

6.5-Cellular Subscribers Growth.



6.6-CELLULAR SUBSCRIBERS

Mobilink Ufone Zong Instaphone Telenor Warid Total Growth Rate %

2000 114,272 80,221 112,000 306,493 15.39

2001 309,272 116,711 96,623 220,000 742,606 142.29

2002 800,000 350,000 218,536 330,000 1,698,536 128.73

2003 1,115,000 550,000 319,400 420,000 2,404,400 41.56

2004 3,215,989 801,160 470,021 535,738 5,022,908 108.90

2005 7,469,085 2,579,103 924,486 454,147 835,727 508,655 12,771,203 154.26

2006 17,205,555 7,487,005 1,040,503 336,696 3,573,660 4,863,138 34,506,557 170.2

2007 26,466,451 14,014,044 1,024,563 333,081 10,701,332 10,620,386 63,159,857 80.70

2008 32,032,363 18,100,440 3,950,758 351,135* 18,125,189 15,489,858 88,019,812 39.4

July-2008 32,056,336 18,368,074 4,446,024 351,135 18,329,428 15,774,299 89,325,296 1.4

Aug-2008 31,578,241 18,600,511 4,803,058 321,134 18,316,157 15,944,559 89,563,660 0.3

Sep-2008 31,359,049 18,801,402 5,092,476 321,134 18,472,445 16,157,778 90,204,284 0.7

Oct-2008 30,882,528 18,978,138 5,297,610 321,134 18,634,249 16,411,898 90,525,557 0.4

6.7-CELLULAR MOBILE DENSITY

Year Mobile Density

2000 0.22

2001 0.52

2002 1.16

2003 1.61

2004 3.29

2005 8.30

2006 22.21

2007 39.94

2008 54.70

Aug-2008 55.60



Sep-2008 55.90

Oct-2008 56.20

7-Product strategy

Product Strategy is perhaps the most important function of a company. It must take in

account the capabilities in terms of engineering, of production, of distribution (sales)

existing in the company or of time to acquire them (by hiring or by mergers). It must

evaluate the customer’s expectations at the time of delivery. It must guestimate the

competition (including new entrants) probable moves to enter the same market.

A product strategy in which a firm maintains an even combination of new, growing and

mature products and also keeping in mind Product Life Cycle.

“Mobilink is focusing on quality products not the variety of product under a brand”

While other cellular service providers are claiming that they are come up with variety of

products for the customers. But customer wants the quality not the variety……..

Mobilink with competitive Brands

Mobilink U-fone Telenor Warid CMPak

Jazz Prepaid Djuice zem Prepaid

indigo postpaid persona zahi postpaid

Prepaid packages

Mobilink U-fone Telenor Warid CM Pak Insta

Jazz One Uwon Talkshawk

Har sec.

1 sec. Aik Second Insta Xcite

Jazz Budget Prepay Talkshawk

30 second

30 sec. Free Package

Jazz Easy Public

Demand

Talkshawk

Har minute

60 sec. 12 Aanay

Jazz Ladies First Standard

Package

Talkshawk

A-1

8 Aanay

Jazz Octane Value

Package

Djuice

Jazz 1+1 5 ka 15 Djuice


http://www.jazzoctane.com/

http://www.mobilinkgsm.com/jazzladiesfirst/

http://www.mobilinkgsm.com/jazz/jazz_easy.php

http://www.mobilinkgsm.com/jazzbudget/index.php

http://www.mobilinkgsm.com/jazz/jazz_one.php

http://en.mimi.hu/marketingweb/product_life_cycle.html

http://en.mimi.hu/marketingweb/product.html

http://en.mimi.hu/marketingweb/firm.html


DjuiceJaagtayRaho



Competitive packages in Prepaid:

Mobilink Telenor Ufone CMPak

Jazz One^ Talkshawk A-1 Uwon^ 8^ Aanay*

Mobilink Brands

8-Pricing strategy

In pricing strategic point of mobilink is practicing the market skimming strategy not the

market penetration strategy, as the other service providers are focusing on the penetration

strategies with the lowest rates. But the mobilink is charging the premium prices on their

quality services bases and the highest market share in the Pakistan, and providing the

more connectivity than other service providers.

What Mobilink says?

“Competitive but higher than others.”

“Premium prices on quality services (more connectivity)”

Through mobilink prices its not means that its only for upper class mobilink has an every

appropriate solutions for the low and middle class as well. Mobilink prices communicate

the buyers that the mobilink have every solution for their customers. Mobilink is

providing new to new suitable solutions to retain the customers as well. Mobilink is

actually charging these premium prices on the bases of their super/superior brands quality

services.



High Passive Strategy

As the mobilink is quality leader and market leader in telecom of Pakistan, its using the

high passive strategy through which it is communicating that the mobilink is quality

leader by providing coverage in 10000+ cities of Pakistan, and the competitors Is not near

the 50% of mobilink coverage.

Low Active strategies

All cellular service providers except mobilink is enthusiastic on low active strategy by

positioning their brands on the low rate. The communicating the customers that they have

the lowest call rates than the mobilink and as well with all competitors.

Consumer Awareness Bulletin on Cellular Tariffs (Prepaid)

Mobilink Telenor Ufone CMPak

Jazz One^ Talkshawk A-1 Uwon^ 8^ Aanay*

1st Minute2nd Minute

onwards1st Minute

2nd Minute

onwards

1st Minute

onwards1st Minute

2nd Minute

onwards

Billing Pulse 1-Minute 1-Minute 1-Minute 30-Second

Local & Long distance Calls to Same Network

Airtime 1.00 1.00 1.00 1.00 1.00 1.50 1.50

Call Setup Fee 0.40 0.00 0.40 0.00 0.00 0.00 0.00

21% GST 0.29 0.21 0.29 0.21 0.21 0.32 0.32

Total 1.69 1.21 1.69 1.21 1.21 1.82 1.82

Local & Long distance Calls to Fixed-line Network

Airtime 1.60 1.60 1.40 1.40 1.60 1.00 1.00

Call Setup Fee 0.40 0.00 0.40 0.00 0.00 0.40 0.00

21% GST 0.42 0.34 0.38 0.29 0.34 0.29 0.21

Total 2.42 1.94 2.18 1.69 1.94 1.69 1.21

*Applicable to only One

Off-net number



Local & Long distance Calls to Other Cellular Network

Airtime 1.60 1.60 1.40 1.40 1.60 1.00 1.00

Call Setup Fee 0.40 0.00 0.40 0.00 0.00 0.40 0.00

21% GST 0.42 0.34 0.38 0.29 0.34 0.29 0.21

Total 2.42 1.94 2.18 1.69 1.94 1.69 1.21

*Applicable to only One

Off-net number

^ Limited Time Offer

* Normal Off-net tariffs are Rs.0.75 per 30 second (Excld. 21% GST)

Consumer Awareness Bulletin on Cellular Tariff (postpaid)

Cellular Postpaid Tariffs as of July 7, 2008

Mobilink* Ufone Zong Instaphone Telenor*

Line Rent 0 0 0 199 250

21%

GST

0 0 0 42 52.50

Total 0 0 0 241 302.50

Free

Minutes

(on-net &

off-net)

0 0 0 0 250

Free SMS 10 0 0 0 0

Peak & Off-

peak

Peak Off-

Peak

Peak &

Off-peak

Peak Off-

peak

Peak Off-peak

Local & Long Distance Calls to Same Network (Rs. per min.)

Airtime 2.00 1.80 1.80 1.20 Free Free 1.50 1.50



21%

GST

0.42 0.38 0.38 0.25 0.32 0.32

Total 2.42 2.18 2.18 1.42 Free Free 1.82 1.82

Local & Long Distance Calls to Other Cellular Network (Rs. Per min.)

Airtime 2.00 1.98 1.98 1.80 1.80 1.80 2.50 2.50

Interconne

ct

1.25 0.00 0.00 0.00 0.00 0.00 0.00 0.00

21%

GST

0.68 0.42 0.42 0.38 0.38 0.38 0.53 0.53

Total 3.93 2.40 2.40 2.18 2.18 2.18 3.03 3.03

Local & Long Distance Calls to Fixed-line Network (Rs. per min.)

Airtime 2.00 2.00 2.00 1.80 1.50 1.50 2.50 2.50

Interconne

ct

0.52 0.00 0.00 0.00 0.00 0.00 0.00 0.00

21%

GST

0.53 0.42 0.42 0.38 ` 0.32 0.53 0.53

Total 3.05 2.42 2.42 2.18 1.82 1.82 3.03 3.03

International Calls (Rs. per min.)

Airtime 2.36 & 20.00 1.99 16.99 2.00 &

30.00^

1.95 & 18.00 2.25 &

17.00

2.25 & 17.00

Access

Charge

0.00 0.00 0.00 0.00 0.00 0.00 0.00

Int’l

Long Dis.

0.00 0.00 0.00 0.00 0.00 0.00 0.00

21%

GST

0.50 & 4.20 0.42 3.57 0.42 &

6.30

0.41 & 3.78 0.47

&

3.57

0.47 & 3.57

Total 2.86 & 24.20 2.41 20.56 2.42 &

36.30

2.36 & 21.78 2.72

&

2.72 & 20.57



20.57

SMS

On-net 1.00 0.50 1.00 Free 0.50

21% GST 0.21 0.11 0.21 0.11

Total 1.21 0.61 1.21 0.61

Off-net 1.00 1.00 1.00 0.50 1.00

21% GST 0.21 0.21 0.21 0.08 0.21

Total 1.21 1.21 1.21 0.58 1.21

Internatio

nal SMS

5.00 1.50 5.00 5.00

21% GST 1.05 0.32 1.05 1.05

Total 6.05 1.82 6.05 6.05

*Weekend tariffs of Rs. 1.20 (including 21% GST) is applicable on on-net calls ^ Zong

also charges Rs. 180 & Rs. 360 for certain destinations (Excld. 21% GST).

Warid

Zahi 150

Warid

Zahi 150

Warid

Zahi 150

Per Second Per 30 Second Per 60 Second

Line Rent 150 150 150

15% GST 23 23 23

Total 173 173 173

Free Minutes

On-net 100 100 100

Off-net to Cell.

Networks

25 25 25

Off-net to Fix.

Networks

25 25 25

Free SMS - - -



Peak & Off-peak Peak & Off-Peak Peak & Off-

peak

Local & Long Distance Calls to Same Network (Rs. per min.)

Airtime 2.70 1.30 1.10

15% GST 0.41 0.20 0.17

Total 3.11 1.50 1.27

Local & Long Distance Calls to Other Cellular Network (Rs. Per min.)

Airtime 4.50 2.30 2.10

Interconnect 0.00 0.00 0.00

15% GST 0.68 0.35 0.32

Total 5.18 2.65 2.42

Local & Long Distance Calls to Fixed-line Network (Rs. per min.)

Airtime 3.60 1.80 1.60

Interconnect 0.00 0.00 0.00

15% GST 0.54 0.27 0.24

Total 4.14 2.07 1.84

International Calls (Rs. per min.)

Airtime 7.00 & 18 & 26 &

42

3.50 & 9.00 &

14.00 & 22.00

3.00 & 8.00 &

11.00 & 18.00

Access Charge 0.00 0.00 0.00

Int’l Long Dis. 0.00 0.00 0.00

15% GST 1.05 & 2.70 & 3.90

& 6.30

0.53 & 1.35 & 2.10

& 3.30

0.45 & 1.20 &

1.65 & 2.70

Total 8.05 & 20.70 &

29.90 & 48.30

4.03 & 10.35 &

16.10 & 25.30

3.45 & 9.20 &

12.65 & 20.70

SMS



On-net 0.50 0.50 0.50

15% GST 0.08 0.08 0.08

Total 0.58 0.58 0.58

Off-net 1.00 1.00 1.00

15% GST 0.15 0.15 0.15

Total 1.15 1.15 1.15

International

SMS

5.00 5.00 5.00

15% GST 0.75 0.75 0.75

Total 5.75 5.75 5.75

Particular Rates Particular to Service Providers

China Mobile Zong

Aik Second Free Package 12 Aanay 8 Aanay

Billing Pulse Per sec. 60-sec 30-sec 30-sec

Charges Zero 1.00 Zero Zero

On-net * Tariffs 2.40 2.00 1.50 1.50

Happy

Hours/LNO**

NA 3.99/hour 12pm

to 2pm & 12am to

7am

4.99 / hour

(Any Hour

4.99 / hour (Any

Hour)

Weekend Calls

On-net

NA NA NA NA

Off-net ***

Tariffs-Fixed

2.40 2.00 1.50 1.40 (1st min),

1.00(2min.onwards)

Applicable to only 1

off-net number

Off-net Tariffs 2.40 2.00 1.50 1.40 (1st min),

1.00(2min.onwards)



Applicable to only 1

off-net numbe

F&F Nos 5 10 5

F&F Tariffs 1.20 1.00 1.00

SMS

On-net 0.75 0.20 0.75 0.75

Off-net 1.00 0.20 0.75 0.75

Mobilink Jazz

Budget Easy Ladies First Octane Jazz One

Billing

Pulse

30-sec 60-sec 60-sec 60-sec 60-sec

Charges Zero Zero Zero 1.00 Zero

On-net *

Tariffs

1.80 2.10 2.50 (1stmin) &

1.50^(2ndmin

2.40 (1stmin),

1.00(2ndmin

onwards)

Happy

Hours/LNO

0.80 NA 5.00/hour 11pm-

7am

0.75 11pm-

7am

Weekend

Calls On-

net

NA NA NA NA

Off-net ***

Tariffs-

Fixed

1.98 2.50 2.50 2.50 2.00 (1stmin),

1.60(2ndmin

onwards

Off-net

Tariffs

1.98 2.50 2.50 2.50 2.00 (1stmin),

1.60(2ndmin

onwards

F&F Nos 3 3 Nil 3 -

F&F

Tariffs

1.50 0.99 Nil 0.99

SMS 1.00 1.00 1.00 .20 1.00

On-net 1.50 1.50 1.50 .20 1.50

Telenor



Talkshawk Talkshawk Talkshawk Talkshawk Djuice Djuice



Har sec 30 mnt Har minute A-1 Djuice Djuice Jaagtay

Raho

Billing

Pulse

Per sec 30-sec 60-sec 60-sec 60-sec 60-sec

Charges Zero Zero Zero Zero Zero 3.99

On-net *

Tariffs

1.98 1.50 2.00 1.40

(1stmin),

1.00(2ndmin

onwards

2.50(P)& 1.00

(O)

2.50(P)& 1.00

(O)

Happy

Hours/LNO

NA NA NA NA NA

Weekend

Calls On-

net

NA NA NA NA NA

Off-net ***

Tariffs-

Fixed

2.48 1.90 2.00 1.80

(1stmin),

1.40(2ndmin

onwards)

2.50 2.50

Off-net

Tariffs

2.48 1.90 2.00 1.80

(1stmin),

1.40(2ndmin

onwards)

2.50 2.50

F&F Nos 3 3 3 5 5

F&F Tariffs 1.49 0.90

(6am to

6pm)

1.00 1.00(P) & 4/H

(12amto8am)

Free

(1amto6am),

1.00

(8amto12am)

SMS

On-net 1.00 1.00 1.00 1.00 0.20 0.20

1.00 1.00 1.00 1.00 0.20 0.20

U FONE

Uwon Prepay Public

Demand

Standard

Package

Value

Package

5 ka 15

Billing

Pulse

60-sec 60-sec 30-sec 30-sec 30-sec 30-sec



Charges Zero Zero Zero 1.00 500 per month Zero

On-net *

Tariffs

1.00 2.50(P)&

1.50 (O)

1.98 2.50

(7amto12am

2.50

(7amto12am)

2.25

Happy

Hours/LNO

NA NA NA 12am to 7am

2.50 per hour

12am to 7am

Free

-

Weekend

Calls On-

net

NA NA NA 1.20 0.90

Off-net ***

Tariffs-

Fixed

1.60 2.50 1.98 2.50 2.50 2.50

Off-net

Tariffs

1.60 2.50 1.98 2.50 2.50 2.50

F&F Nos 5 5 5 5 5

F&F

Tariffs

0.90 0.90 0.90 0.90 0.90

SMS 0.50 0.50 0.50 0.25 0.75 0.25

On-net 1.00 1.00 1.00 0.25 0.75 0.25

Warid

Billing Pulse 1 sec. 30 sec. 60sec.

Charges Per sec 30 sec. 60sec.

On-net * Tariffs Zero Zero Zero

Happy Hours/LNO 1.80 1.50 1.25

Weekend Calls On-

net

NA NA NA

Off-net *** Tariffs-

Fixed

2.4 1.70 1.75

Off-net Tariffs 3.00 1.70 2.25

F&F Nos 5 5 5

F&F Tariffs 1.20 0.9 0.75

SMS 0.50 0.50 0.50

On-net 1.00 1.00 1.00

9-Promotion strategy



Promotion is the activities people use to communicate with others about their product or

service and to convince them to use it. Everything you do communicates something about

your business. In tourism, this includes a wide variety of activities including brochures,

billboards, and newspaper ads. Promotion involves careful planning. When you see or

hear effective promotion it is merely the "tip of the iceberg." A great deal of work went

into planning the final product. But before talking about the planning process, we need to

review the tools of promotion.

Though there are a lot of communication objectives of the of the organizations but as the

mobilink is concerned, Mobilink overall objective of the communication of the brand is

to retain the customers that people shouldn’t forget about their brand, mobilink is still

alive in the telecommunication sector.

Second communication objective of mobilink is to create awareness that is mobilink is

the largest network in Pakistan.

What mobilink says?

“Where the all networks get jammed, the only mobilink connects you”.

Mobilink is using different promotional mix like;

Advertisement

Personal selling

Sales Promotion

Direct Marketing

Publicity

In advertising Mobilink is communicating there positioning and promotional campaign

about their brands. Different objectives are concerns with different promotional mix. In

personal selling Mobilink is selling Mobilink indigo, Mobilink PCO, and Blackberry.

Although the personal selling is two way communications so the mobilink is

communicating the features and the value added services of the mobilink. These products

actually need information by the customers so the mobilink is using this personal selling

campaign for its products.



In sales promotion mobilink launches different sales promotion through their sales team.

These promotions are basically designed for the;

Customers

Retailers

Sales force

Management

In the direct marketing segment mobilink is continuously sending messages to its

customers about all new promotion so that customers can get retained towards mobilink.

Promotional press release:

October 31, 2008

Mobilink Hunt for Heroes held in Peshawar, Lahore and Multan.

September 17, 2008

Up to 600 free minutes on Mobilink JAZZ recharge.

August 27 2008

Mobilink plays active role in supporting the Microfinance Sector of Pakistan.


http://www.mobilinkgsm.com/about/media/press/Hunt%20for%20heros_PR.pdf

http://www.mobilinkgsm.com/about/media/press/MF_PR.pdf

http://www.mobilinkgsm.com/about/media/press/freeminutes.pdf

http://www.mobilinkgsm.com/about/media/press/MHFH.pdf


August 23 2008

Mobilink supports Cricket Tournament For Physically Challenged People

August 17 2008

Mobilink Hunt for Heroes 2008 Edition is back on the Hunt.

July 31 2008

Mobilink Torchbearers to read books for children at PIMS.

July 19 2008

Mobilink launches ‘Chup’ - new album of Zeb & Haniya.

June 11 2008

Mobilink & Pakistan Railways to introduce Automated Public Information System

Mobilink & Women Empowerment Group organize Breast Cancer Awareness for

employees

May 19 2008

Mobilink and Fire Records unveil new album of Strings

May 5 2008

Mobilink sponsors Qaqlasht Festival in picturesque Chitral

March 27 2008

Mobilink and TCF continue to provide hope through education for under-privileged

children

March 19 2008

Mobilink introduces Afghanistan’s first GPRS roaming service

March 13 2008

Mobilink attracts job-seekers at Rozee Job Fair

February 06 2008

Mobilink partners with PTV to bring Elections 2008 Updates

January 14 2008


http://www.mobilinkgsm.com/about/media/press/election_PR.pdf

http://www.mobilinkgsm.com/about/media/press/Mobilink%20Rozee%202008.pdf

http://www.mobilinkgsm.com/about/media/press/Mob%20Afghan%20GPRS.pdf

http://www.mobilinkgsm.com/about/media/press/TCF%20School%20Inauguration.pdf

http://www.mobilinkgsm.com/about/media/press/TCF%20School%20Inauguration.pdf

http://www.mobilinkgsm.com/about/media/press/qaqlasht_festival_PR.pdf

http://www.mobilinkgsm.com/about/media/press/new_album_PR.pdf

http://www.mobilinkgsm.com/about/media/press/women_empowerment_PR.pdf

http://www.mobilinkgsm.com/about/media/press/women_empowerment_PR.pdf

http://www.mobilinkgsm.com/about/media/press/Apis.pdf

http://www.mobilinkgsm.com/about/media/press/zeb%20&%20Hanya%20PR.pdf

http://www.mobilinkgsm.com/about/media/press/PIMS.pdf


http://www.mobilinkgsm.com/about/media/press/cricket_PR.pdf



Mobilink JAZZ customer wins 1 Crore Rupees

January 10 2008

Mobilink Launches Lady Health Workers Projects

December 19 2007

Mobilink announces 2nd Jazz Malamaal lucky winner

December 18 2007

Another Mobilink JAZZ customer becomes Millionaire

December 10 2007

Mobilink support to cinema wins nomination for ‘Khuda Kay Liyay’ at Cairo

International Film Festival

November 20 2007

Mobilink’s BlackBerry® Solutions to Empower Campus Life at Agha Khan University

October 10 2007

Pakistan Honored through Mobilink at World Communications Award 2007

October 03 2007

Mobilink distributes PCO handsets to flood affected people in Sindh

August 06 2007

Mobilink's Independance Day Gift of Song to the Nation

February 01 2007

Mobilink announces Wasim Akram as its official Cricket Brand Ambassador

December 18 2006

Mobilink supports construction of schools for The Citizens Foundation

August 17 2006

Mobilink recognizes 'The Pakistani Woman' in Jazz Ladies First

August 08 2006

Mobilink's Independance Day tribute to legendary Mehdi Hassan

August 05 2006


http://www.mobilinkgsm.com/about/media/press/PR-%20Independance%20Day.pdf

http://www.mobilinkgsm.com/about/media/press/Ladies%20First%20PR.pdf

http://www.mobilinkgsm.com/about/media/press/citizen_PR.pdf

http://www.mobilinkgsm.com/about/media/press/wasimakram_PR.pdf

http://www.mobilinkgsm.com/about/media/press/independance_PR.pdf

http://www.mobilinkgsm.com/about/media/press/Pcflood_PR.pdf

http://www.mobilinkgsm.com/about/media/press/wca.pdf

http://www.mobilinkgsm.com/about/media/press/akhan_PR.pdf

http://www.mobilinkgsm.com/about/media/press/KKL%20Anouncement.pdf

http://www.mobilinkgsm.com/about/media/press/KKL%20Anouncement.pdf

http://www.mobilinkgsm.com/about/media/press/jazz%20malamal%202nd%20draw.pdf

http://www.mobilinkgsm.com/about/media/press/JAZZ%20Malamaal%20second%20draw%20PR.pdf

http://www.mobilinkgsm.com/about/media/press/Mobilink%20-%20LHW%20final.pdf

http://www.mobilinkgsm.com/about/media/press/JAZZ%20Malamaal%201%20crore.pdf


Mobilink & Box office launch "Pirates of Caribbean, Dead Man's Chest"

February 06 2006

Mobilink launches incentive packed Jazz Octane for youth of Pakistan

November 11 2005

Mobilink and Rafi Peer's World Performing Arts Festival

10-Distribution strategy

The channel of distribution is a network of value-chain organizations performing

functions that connect goods and services with end-users.

The telecommunication sector includes two type of distribution sources like;

OTHAIR Tech (On The AIR Technology)

Physical

All telecommunication service providers are using both distribution strategies. Through

OTHAIR Tech they are distributing their easy loads to their customer’s mobiles. There

may be the different useful aspects of the OTHAIR Tech the organization is distributing

its promotional campaign of different value added services and packages or may be it is

useful to position their brands with desired aspects.

Mobilink and all other telecom service providers are using the both conventional and

vertical marketing systems through which they ensure that their products are convenient

to their customers.

Mobilink physical distribution process


http://www.mobilinkgsm.com/about/media/press/Rafi%20Peer%20Art%20Festival.pdf

http://www.mobilinkgsm.com/about/media/press/Jazz%20octane.pdf

http://www.mobilinkgsm.com/about/media/press/PR%20Pirates%20of%20Caribbean.pdf


Products (scratch cards, SIMs, Jazz Load, Mobilink PCO, Blackberry) are first moved

from manufacturer to the mobilink warehouses and then distributed to their regional

franchises and then these products are supplied to market retailers through mobilink

efficient team.

OTHAIR Tech is used to distribute load, this technology is used by all service providers

with their different names which are listed below.

Mobilink Jazz Load

Telenor Easy Load

Mini Load Zong

Top-up U-fone

11-External Review

1. Market Overview Of Mobile Companies in Pakistan

The Pakistan market reached the 90 million subscriber mark in September 2008, almost

double from 2006 numbers. The chart below shows the market share of mobile phone

companies of Pakistan, as of September 2008. Compared with July, the market share



changed little. Mobilink lost 1% share (35%), picked up by Zong which cash rich and has

a ready-to-invest attitude.

The ARPU in Pakistan remains low and is not projected to go up. The year 2008 was

marked by changes in SIM sales and registration process, enforced by PTA, the

government regulator.

See the July data (source: PTA).

Now let’s review some recent history. At 2006 year end the total subscribers were 48.2

million. In June 2007 the total mobile users reached over 63 million. Based on numbers

published at PTA website for 2007, the total number of subscribers (technically it is the

number of SIMs issued) was 76.6 million, a teledensity of nearly 49%. In 2007 the

average growth rate was about 2.5 million new subscribers each month! After second

half of 2007 it seemed as if the growth had slowed down but overall it was fine. One

remarkable achievement was by Zong (formerly Paketl) which launched very successful

campaigns towards 2007 end completed re brand launch in April of 2008. See this chart

for a breakdown of market share by mobile companies at the end of Q1 of 2007.



Operators Comments



inception 1994Technology GSM 900/1800Major shareholders Orascominception 2001Technology GSM 900/1800Major shareholders PTCL (100%)inception 2006Technology GSM 900/1800Major shareholders The Abu Dhabi Group (100%)inception 2005Technology GSM 900/1800Major shareholders Telenor (100%)inception 1991Technology GSM 900/1800 - CDMAMajor shareholders China Mobileinception 1991Technology AIMS - CDMAMajor shareholders Wateen Group

Here’s a brief description of the top mobile companies in Pakistan.

At the top is Mobilink, the Pakistani unit of Egypt-based telecom

company Orascom. It has been operating in Pakistan since 1994.

Subscriber share is 35% at the end of Sep 2008.

Ufone, a wholly owned subsidiary of Pakistan Telecommunication Co.

Ltd (PTCL), is now under the control of Etisalat group of UAE. It has

21% of subscriber share and added the most lines (2.4 million) from 2006-07. For those

in Pakistan it is the one company where they can easily invest locally.

Warid, owned by the Abu Dhabi group of the United Arab Emirates

and sister of Wateen group is number 4 with 18% market of

subscribers. Recently it sold 30% share to SingTel.

Norway’s Telenor, a recent entrant with about a billion US dollar

investment in Pakistan has been doing well, based on its recent

earning report. It has about 20% of the market share. Telenor stock is listed in the Oslo

stock market (TEL) and in US (TELNY.PK).


http://www.telenor.com.pk/

http://www.waridtel.com/

http://www.ufone.com/

http://www.mobilinkgsm.com/

http://www.mobilinkgsm.com/

http://www.ufone.com/

http://www.waridtel.com/

http://www.telenor.com.pk/


CMPak (Zong brand), formerly Paktel, was the latest target of foreign

acquisition. After it got acquired by China Mobile it was rebranded as

Zong and launched one of the most successful and aggressive campaigns. Within a matter

of few months, Zong has achieved a 6% market share.

2. WiMAX

This post provides a summary of WiMAX situation in Pakistan. Wateen has

emerged as the largest player and has started advertising for its WiMAX services

though as of Sep 2007 the pricing had not been announced. Mobilink Infinity

also started commercial WiMAX service in Karachi. Dancom used to be an

independent provider but it was acquired by Mobilink.

12-Mobilink Highlights


http://paktel.com/gsm/

http://paktel.com/gsm/

mobilink marketing plan

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