Mobilink Sales Report

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Acknowledgment

This project Analysis of Service Provider is assigned to us by our highly

regarded teacher of Sales Management Mr. Muneeb Fayyaz. We have made

best of effort and had not left even one stone unturned to complete this Report as

proper and neat as we can. This informative outcome is the result of

hardworking. We have utilized the skills up to our optimal level, which result in

such outcome. Nevertheless it was a bit-challenging task demanding a lot of

commitment, hardworking, and expertise and time constraint. We have faced so

many obstacles while obtaining required information. We completed it to best of

my expertise. There may be some flaws in this project but we have utilized our

expertise to their optimal level to generate something valuable for us and to

share with others.

In short all this is due to love, affection, care, and help of our parents and

teachers who had make us from scrap, a something valuable and to whom we

are going to dedicate our project.

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Growth Of Telecom Sector In Pakistan

Although tremendous growth has taken place in the Pakistan telecom sector butmost of it can be attributed to the cellular growth.

Fixed line is still awaiting a take off. Similarly Value Added Services have grownbut are still a drop in the bucket. Now that the competition has been introduced inthe telecom sector some very positive impact have been observed on the growthof the sector in a short span of time which is expected to continue to grow for atleast next five years if the daring investors influx continue as in the last 3 years. Abrief account of the growth in telecom sector is given below.

Mobile Sector Driven by lowest tariffs, maximum coverage, and relatively better quality thePakistan mobile market maintained rapid growth during 2007. The newlyderegulated mobile market is now working on sustaining the mobile boom that hitPakistan 2 years back and on the brink of adding Value Added Services toincreased customer satisfactions.

Steady growth saw addition of more than two million mobile subscribers everymonth throughout the last year. Network coverage of almost 90% of the totalpopulation of Pakistan has made mobile industry even more attractive for foreign

investment. Pakistan has emerged as one of the fastest growing mobile marketsamong the developing nations.

This year the sector grew by 80% whereas average growth rate in last 4 yearshas been more than 100%. Today total subscribers have reached 76.9 million(Dec 2007) whereas it was 34.5million in 2006 and 12.7million in 2005.

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Organization: Mobilink

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MOBILINK

INTRODUCTION:

ORASCOM TELECOM HOLDING S.A.E. ("ORASCOM TELECOM") OR("OTH") WAS ESTABLISHED IN 1998 AND HAS GROWN TOBECOME A MAJOR PLAYER IN THE TELECOMMUNICATIONMARKET IN THE WORLD. OTH IS CONSIDERED AMONG THELARGEST AND MOST DIVERSIFIED NETWORK OPERATOR IN THEMIDDLE EAST, AFRICA AND PAKISTAN.

ABOUT MOBILINK:

MOBILINK GSM (PMCL), A SUBSIDIARY OF ORASCOM TELECOM, IS THEMARKET LEADER IN PROVIDING STATE-OF-THE-ARTCOMMUNICATIONS SOLUTIONS TO OVER 3.4 MILLION PEOPLE INPAKISTAN. THEY CAN PROUDLY BOAST OF BEING THE FIRSTCELLULAR SERVICE PROVIDER IN PAKISTAN TO OPERATE ON A100% DIGITAL GSM TECHNOLOGY. MOBILINK GSM STARTEDOPERATIONS IN THE YEAR 1994,

FROM THEN ON IT HAS SHOWN ENORMOUS GROWTH.

MOBILINK COVERAGE:

MOBILINK PROVIDES THE MOST EXTENSIVE NETWORK COVERAGEFOOTPRINT ACROSS PAKISTAN THROUGH AN INTEGRATEDTECHNOLOGY INFRASTRUCTURE IN MORE THAN 5,000 CITIES,TOWNS, VILLAGES, AND COUNTLESS REMOTE DESTINATIONS,INCLUDING INTERNATIONAL ROAMING IN 110 COUNTRIESTHROUGH 300 PARTNER OPERATORS.

MARKET SHARE

IN APRIL 2001, WHEN THE OTH (ORASCOM TELECOM HOLDING) TOOKOVER MANAGEMENT CONTROL OF THE COMPANY, THE MARKET

SHARE WAS ONLY 40% BUT AS OF MARCH, 2006; MOBILINKSERVED OVER 14 MILLION SUBSCRIBERS, REPRESENTING AMARKET SHARE OF APPROXIMATELY 56.2% OF TOTAL MOBILESUBSCRIBERS IN PAKISTAN. HOWEVER, DURING THE PAST TWO

YEARS THE MARKET SHARE OF MOBILINK HAS GONE DOWN TO41% (AS OF MARCH, 2007).

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Competition Status:Competition faced by the company is

from al the operators in telecom thatincludes all the face SGM (GlobalSystem of mobile) operators, CDMAoperators and LDI operators and landline operators. All these telecomcompanies Human ResourceDepartments are in constant need of new employees. So there is stiff competition in the telecom market for Mobilink.Comparison with competitors in the market is shown as in the table.

MOBILINKS MISSION

To be a superior communication service company in Pakistan which

provides the best value to its customers, employees, business partners

and shareholders.

MOBILINKS VISION

To be the leading Telecommunication Services Provider in Pakistan by

offering innovative Communication solutions for my Customers while

exceeding Shareholder value & Employee Expectations

Premier Cellular Company:

Mobilink Pakistan Premier Cellular Company Claims be to have 10 MillionSubscribers nation wide what you call such a company pioneers giants whatever but the fact is that Mobilink is the largest Cellular Company in Pakistan.

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Mobilink being the pioneers of introducing cellular networks in Pakistanestablished themselves as the major cellular company of Pakistan. Coveringalmost every city of Pakistan.

Mobilink is giant is this the reason that they are still expensive as compare toother companies like Ufone and Warid Tel. As people relay on Mobilink servicesthats why Mobilink still charging high rates people especially business classhesitate to switch to other cellular company.

Company is large and has the largest subscriber base in Pakistan. Mobilinkrecently started GPRS services with RS. 500/month of unlimited usage this is thetreat for GRPS users those who want to take their office with them Mobilink givethem ease with reason able charges. Mobilink also started 3 friend and familynumber with a charge of 2.25/min still expensive as compared to Warid but givingincentive to subscriber there is an additional cost of RS 25 to add friends and

family number which is not fair.

Mobilink has the good infrastructure and network is established well. MobilinkWebsite is designed to perfection and give impressions that professional aresitting behind to manage it. Every thing is clear and described on the websitenavigation is clean and no one seems to be lost on the web.

Mobilink is major cellular company and will stand in first place many years tocome. With professional approach and highly skilled staff behind Mobilink is thepremier choice for subscribers nationwide. The only problem I see with Mobilinkis the call rates, which in my point of view are somewhat high. As the competitionis growing I hope the rates will be cut down to attract more subscribers.

Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operationsin 1994, and has become the market leader both in terms of growth as well ashaving the largest customer subscriber base in Pakistan - a base of over 30million and growing. We pride ourselves on being the first cellular serviceprovider to operate on a 100% digital GSM technology in Pakistan that alsoprovides 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 corporateand multinationals. To achieve this objective, we offer both post-paid (Indigo) andprepaid (JAZZ) solutions to our customers. Compared to our competitors, boththe post-paid (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 thelives of millions that much easy, we also offer a host of value-added-services to

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our prized customers. At the same time, Mobilink places high importance to itscoverage, which is why we cover you in 8000+ cities and towns nationwide aswell as over 120 countries on international roaming service. In other words, wespeak your language, everywhere.

RESEARCH METHODOLOGY

The research techniques that are adopted for the purpose of this study are as

follows:

PRIMARY DATA COLLECTION

1 Formal Interviews

2 Informal Interviews

The formal interviews include people from management and the informalinterviews included people from lower management.

SECONDARY DATA COLLECTION

1 Internet search

2 Newspapers3 Annual reports of the organization

I have tried to attain the maximum authentic and complete information regarding

company.

LIMITATIONS

One of the major limitations while carrying out this research was the lack of

cooperation on the part of the management of the Mobilink in providing the dataregarding the company and its policies.

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PRODUCTS

Mobilink offers both Pre-paid and Post-paid services. They offer tariff plans that

are exclusively designed to cater to the communication needs of a diverse group

of people, taking into account occasional users to businessmen. To achieve this

objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) services totheir customers.

Jazz is an amazing prepaid service that allows freedom from monthly bills and

gives complete control over the customers cellular expenditure. The user can

decide in advance when and how much he wants to spend. He can load a

scratch card whenever he wants to and start talking. Jazz is simple, easy and

loads of fun.

In addition to providing advanced voice communication services, they also offer a

number of value added services to their valued subscribers.

Indigo is positioned on family platform, offering a wide range of products catering

to different needs. It comprises of a range of packages depending upon the

usage levels such as indigo initial and indigo 400 supplementary packages

combine postpaid life style with economical rates.

Call and Control is a hybrid product that offers prepaid convenience and postpaid

control and is suited for high-end prepaid users.

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VALUE ADDED SERVICESGPRS

Mobilink Mustt Services

SMS Messaging

Power Tools

Chat Services

Dedication Services

Power Tools

Mail Services

Info Services

IVR Ring tones/LogosOn Call Services

Missed Call Alerts

SALES STRATEGY

Mobilink is the first cellular operator to introduce the franchise concept in the

cellular industry in Pakistan and currently operates the largest franchise network

in Pakistan with over 250 franchises/national distributors (dealers operated

service centers). In order to extend its reach even further, Mobilink worked with

its franchisees to develop a network of over 500 sub dealers, these operate as

point of sales (POS) and are branded Mobilink Connect. Each franchisee is

adequately equipped to process sales, collect bills and offer customer services.

All franchises have trained sales and service staff fully capable of tackling sales

challenges.

NETWORK COVERAGEDuring the last five years, Mobilink has set up one of the largest cellular networks

in thecountry. Currently , they ar e covering 413 cities. This

has involved an investment in thecompany of more than US$ 1 Billion.

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They have 14 Switches and more t han 2,500 cellsites.

The network coverage is divided into three main categories according to thegeographicallocation of the cities in Pakistan.These regions include:

1.North

2.Central

3.South

The coverage type of their service is divided into three maincategories, which are as follows:

1.Physical Presence (Mobilink has physical infrastructure in the area)

2.Indoor Spillover Coverage (High coverage level in adjoining area)3.Outdoor Spillover Coverage (Medium coverage level in adjoining area)

ACHIEVEMENTS

ISO 9002 Quality Management System Certification for Billing,

Engineering Departments and CS Contact Center Biggest Call Center in Pakistan, which is there to assist the customers 24

hours.

Bilateral-roaming agreements signed with 100 countries around the world

to have true roaming service operational in 151 operators of the world.

Mobilink GSM Short Message Service Center allows Vehicle Tracking and

Fleet Management services that are being provided by Tracker (Pvt.) Ltd.,under the brand name of C-Track, a company licensed by Pakistan Telecom

Authority (PTA). Tracker currently operates from Karachi but can provide

these facilities at all those locations where GSM coverage is available

Mobilink's Values:

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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 allstakeholders.

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

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Employee development : In order to maintain a motivated and

committed work force, Mobilink takes into account the promotion, safety,

training and growth of the employees. The HR department conducts daily

clinics to keep a check on the employee performance and to help them

perform their jobs in a better way. Training programs are regularly

conducted. Promotions and bonuses are given to employees who perform

well.

Mobilink believes that "Our people are our greatest asset. We take great pride inacknowledging the contribution each one of us makes

STRATEGIES AT MOBILINK

The findings mentioned reflect three types of major strategies employed by the

organization at various levels. Namely they are:

1) Corporate level strategy

2) Business level strategy

3) Functional level strategy

Corporate Level StrategyThis comprises the overall strategy elements for the corporation as a whole, the

grand strategy, if you please. Corporate strategy involves four kinds of initiatives:

* Making the necessary moves to establish positions in different businesses

and achieve an appropriate amount and kind of diversification. A key part

of corporate strategy is making decisions on how many, what types, andwhich specific lines of business the company should be in. This may

involve deciding to increase or decrease the amount and breadth of

diversification. It may involve closing out some LOB's (lines of business),

adding others, and/or changing emphasis among LOB's.

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* Initiating actions to boost the combined performance of the businesses

the company has diversified into: This may involve vigorously pursuing

rapid-growth strategies in the most promising LOB's, keeping the other

core businesses healthy, initiating turnaround efforts in weak-performing

LOB's with promise, and dropping LOB's that are no longer attractive or

don't fit into the corporation's overall plans. It also may involve supplying

financial, managerial, and other resources, or acquiring and/or merging

other companies with an existing LOB.

* Pursuing ways to capture valuable cross-business strategic fits and turn

them into competitive advantages -- especially transferring and sharing

related technology, procurement leverage, operating facilities, distribution

channels, and/or customers.* Establishing investment priorities and moving more corporate resources

into the most attractive LOB's.

Business Level StrategyAs their business level strategy it has focused on Differentiation strategy ever

since it started. Mobilink has always made successful attempts to distinguish

their products or services from other in the industry. They make their product

unique through:

Advertising

Highly creative people in the marketing dept

Billboards, TV commercials, bringing in famous personalities from media

to endorse their packages

Distinctive Product Features

Value added services

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Online billing

GPRS enabled

Mobilink also started 3 friend and family number with a charge of 2.25/min

still expensive as compared to Warid but giving incentive to subscriber

there is an additional cost of RS 25 to add friends and family number.

International roaming: Bilateral roaming agreements signed with 100

countries around the world to have true roaming service operational in 151

operators of the world.

Exceptional Service

There are certain areas of Pakistan where PTCL connections are not

available; the PTCL cables have not reached yet, but Mobilink has its

service in those areas.

Providing services in 413 cities

Best customer service in the cellular market: Biggest 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.

New Technology

Introduced GSM tech- bye to AMPS?

GPRS system fast and inexpensive

MOBILINK GSM Short Message Service Center allows Vehicle Tracking

and Fleet Management services that are being provided by Tracker (Pvt.)

Ltd., under the brand name of C-Track, a company licensed by Pakistan

Telecom Authority (PTA). Tracker currently operates from Karachi but can

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provide these facilities at all those locations where GSM coverage is

available.

Their differentiation strategy is usually targeted at people who are not particularly

concerned with price, so it can be quite profitable e.g. indigo and blackberry are

relatively expansive packages; blackberry is mainly targeted for the business

class who can afford it. In this way, the revenue generation remains high.

Mobilink offers tariff plans that are exclusively designed to cater to the

communication needs of a diverse group of people, taking into account

occasional users to businessmen. To achieve this objective, mob offers both

postpaid (Indigo, relatively expensive) and the prepaid (JAZZ, relatively

inexpensive) solutions to their customers.

Low Cost Strategy

Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani

mobile industry Tel. Since it first started its operations, it has been focusing itsproducts on the upper strata of the society. That is why its rates are higher than

its competitors, Ufone, Warid, Telenor, etc.

Functional Level StrategySales and Marketing

Differentiation Advantage:

Because they target the customer groups they offer tariff plans that are

exclusively designed to cater to the communication needs of a diverse

group of people, taking into account occasional users to businessmen. To

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achieve this objective, they offer both postpaid (Indigo) and the prepaid

(JAZZ) solutions to their customers The marketing department immediately identifies and responds to the

customer needs Comes up with interesting marketing strategies which include advertising,

Values @ Mobilink:

Commitment to Total Customer Satisfaction:Customers are at the heart of my success. They have placed their trust and

confidence in us. In return, I strive to anticipate their needs and deliver service,quality and value beyond their expectations.

Passion for Business Excellence:I strive for excellence in all that I do. I aspire to the highest standards and raisethe bar for myself everyday. This commitment to delivering world-class qualitytranslates into unmatched service and value for my customers and allstakeholders.

Trust & Integrity:At Mobilink, I take pride in practicing the highest ethical standards in an open andhonest environment, and by honeying my commitments. I take personalresponsibility for my actions, and treat everyone fairly, and with trust and respect.

Respect for People:My relationships drive my business. I respect and esteem my employees and allstakeholders. I believe in teamwork, empowerment and harmony.

Responsible Corporate Citizen:As the market leader, I recognize and fulfil my responsibility towards my countryand the environment I operate in.

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Graphs

Currently, the mobile sector is undergoing intense competition among the sixmobile operators. In this scenario and in the best interest of their long-termsustainability, mobile operators are now forming strategies driven towards beingat lowest cost, extensive network coverage and Connectivity, innovative products

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and segmentation. Value Added Services have become Important over last twoyears.

In Pakistans competitive and heated mobile market operators 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 toreach untapped Population of the country. Out of 376 tehsils across Pakistan,almost 77 % are covered with mobile networks, bringing the figure to 290.

In 2004 there were less than 2000 cell sites erected by all mobile operators alltogether for provision of mobile services. Today total Cell sites of all mobileoperators are more than 17,500. Figure-3 Depicts the number of cell sites of Cellular Mobile Operators.

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In 2007 the share of each company in mobile market exhibited a Change, exceptfor Ufone whose subscriber share remained more or Less the same. Mobilinkkept on loosing its share for another year in Favor of Telenor and Warid despiteits secure subscriber base, Whereas Paktel and Instaphone share in the marketalso dropped as Both companies are struggling with transitional phase. Figure-4Depicts the Cellular mobile operators share in the telecommunication Market.

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ConclusionTelecom sector is growing at an outstanding pace where all Stakeholders aregetting due benefit out of it. PTA is fully abreast of The rapidly developingtechnological advancements at the global Telecom scene. The aim of thePakistani regulator is to foresee and be proactive in providing conductiveenvironment for the operators in Order to facilitate them and introduce state of the art telecom facilities In the country. Telecom sector is contributing about 2%in GDP directly and if we include its indirect contribution in other sectors Thisshare comes to about 5%. It is expected that fixed as well as Wireless sectorswill grow considerably in next future years.Value added products and content development are rather barely exploredmarkets and offer a great deal to an aggressive investor. 3G services in major cities would take a slow start but will catch on fairly well and will be a major contributor in satisfying consumers needs provided these are offered ataffordable cost with easy access, availability, reliability and with abundantcontent.

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Mobilink Sales Report

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