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Mobilink InternshipReportIntroduction of 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 30 million and growing. Mobilink is the

first cellular service provider to operate on a 100% digital GSM technology in Pakistan that

also provides state-of-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 individual to businessmen to corporate and multinationals, toachieve this objective, Mobilink offer both postpaid (Indigo) and prepaid (JAZZ) solutions to

their customers. Compared to their competitors, both the postpaid and prepaid brands are

the largest brands of their kind in the Pakistan cellular industry.

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

much easy, they also offer a host of value added services to their customers. At the same

time, Mobilink places high importance to its coverage, which is why they cover 9000+ cities

and towns nationwide as well as over 120 countries on international roaming service.

Organizational structure of Mobilink is geographically divided into three Divisions North,South, and Central. Each division is further divided into Business Units that are as follows

North is divided into North I (Islamabad and Surroundings) & North II (Peshawar, FATA) Central into Central I, II, III & IV (Consist of Lahore, Faisalabad, Multan & Gujranwala

Regions)

South into South I & II (Karachi, Hyderabad and Queta)Introduction of Departments

In Mobilink House Multan there are 11 departments and all of these department works withintegrity to achieve the organizational goals, so the importance of each department is

critical at its space. The following pages discussed the major functions of these departments

that I have observed during the internship at Mobilink House Multan.

1) Direct Sales

2) Indirect Sales
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3) CNC (Credit and Collection)

4) Finance

5) IT

6) Engineering

7) Customer Services

8) Club Indigo

9) Administration

10) Marketing

11) Security

The brief introduction of all of these departments is as follows:

1) Direct Sales:

The Direct Sales Department deals with the sale of prepaid, postpaid connections and the

Black Berry cell phones. They approach customer directly and they dont use Franchise as an

intermediate. The need of this department is to give value to the Enterprise customer.

Mostly they approach to cooperate clients and they sale them connections, Black Berry sets

and they also give them Enterprise Service Solution (ESS).

The Direct Sales team makes personal relationship with the big enterprises as well as SMEs

and they provide them different services like connections and Black Berry cell phone and

after sale services. The task of the Direct Sale team is that to visit different enterprises, SMEs

and single customer also and to achieve sales target in the given period of time.

2) Indirect Sales:

They are further three sections of indirect sales;

Indirect Sales (JAZZ) Indirect Sales (Indigo) Sales Operations


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Indirect Sales (JAZZ) deals with the managing the franchise network, ensuring achievement

of sales targets, managing retail and distribution at franchise, training of franchise

employees and to coordinate with other departments for development programs.

Indirect Sales (Indigo) deals with managing the postpaid sales of franchise network. They

also deals with the issuance of postpaid numbers to the franchise, keep the record of salesof franchise and deals with the processing of postpaid files.

Sales Operation team provides back-end support to Indirect and Direct sales, and is the

interface of commercial to all other departments. They functions of Sales Operation team

are to take the record of Sales of Franchise, give report to franchise regarding commissions

of their sales, take the record of Jazz Load of each retailer, lifting of scratch card and to

replace the Jazz Load Sims.

3) Credit and Collection:

The CNC department deals with the giving credit to the corporate clients in the form of

waiver of security and to give them credit limits according to their reputation and they also

give waiver to individual clients like there is policy of company to give chance of getting one

another connection of postpaid with the security of their previous connection to those

whose previous record is very good. So, in this case CNC issue waiver to them.

Another function of CNC department is the collection of bills from those customers who are

defaulter. They also deal with processing of postpaid files.

4) Finance:

Finance department deals with the all the accounts of company. Planning for the finance

from different resources, budgeting the expenses and do the reporting of all the activities.

Moreover they also maintain the inventory of all types of Sims, Black Berry cell phones and

all the accessories related to Black Berry phones. Their functions are act as treasury, do

procurement and contracts, finance logistics and do the internal audit.

5) IT:

IT department deals with all the issues related to computer operations. They are involved in

the centralized planning and implementation, procurement, operations system & support.

Their core functions are to deal with the Networking of the entire PC in the office,

installation of operating system and development and installation of software. Assurance of

Network security and give rights to the users according to their job.


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6) Engineering:

In the Engineering department there are further seven departments. The short introduction

of all of the seven departments is as given below:

i. EAN (Engineering Access Network)

They deal with the tower related issues like planning for the construction of new tower,

deployment of the resources, and management of the performance of the equipments of

tower and to maintain all the equipments in good working condition.

ii. ECN (Engineering Core Network)

They deal with the issues related to switches. Switches are basically the router which routs

the calls. The equipments of switches are big in comparison to that of towers and switches

are fewer in number. ECN team deals with the planning, performance management andmaintenance of Switches.

iii. NOC (Network Operation Center)

They deal with the alarms monitoring and software maintenance of systems. Basically there

are different types of alarms in the towers and switches equipment. They find the

discrepancy in the equipment with the help of these alarms and then direct the concerned

team to resolve that problem.

iv. OAN (Operation Access Network)

The NOC finds the problem in the equipments, if there is problem in the equipment of

tower than OAN team will resolve that issue.

v. OCN (Operation Core Network)

If NOC finds the problem in the equipment of Switches then OCN team will correct that

problem.

vi. Logistic:

Logistic deal with the issues related to the planning of location, site and all the legal issues

related to acquiring of that particular site.

vii. Production:

Production team deals with the construction of complete tower.


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7) Customer Services:

The basic responsibilities and core functions of CS (Customer Service) department are as

follows:

To resolve the customers quires/requests and to provide optimal solution in minimumturnaround time, keeping both companys and customers interest in focus.

To inform and update customers about upcoming promos, value added services (VAS) andproducts.

To facilitate and guide both walk-in & cooperate customers through service centers. To minimize churn and increase revenue. Identify and resolve root causes of churn and strive to minimize it.

8) Club Indigo:

They are deal with the issues related to corporate clients. Actually, they give value to their

corporate clients and they treat the corporate clients as VIP client and give them complete

protocol in the form of services like issuance of new connection they do all the

documentation for them, told them about new promos, and to solve all the queries of

corporate clients.

9) Administration:

The basic functions of Administration are as follows:

Office Maintenance Travel & Accommodation arrangements Stationary requirements Courier services Vehicle maintenance Event management Cafeteria arrangements

10)Marketing:

In Multan there is only one person for Marketing and he has to perform following functions:

Develop & execute regular promotions Brand Management Ensure successful product campaign launches Public relations


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Market research Sales analysis Advertisement in the local market

11)Security:

The Security department aims to meet the security needs of the entire company by

providing extensive security in the form of well-equipped guards and personnel at all offices

and premises of the company. The security alarms, fire distinguishers, access control doors

and cameras in the whole office are the key features of the Security department.

Customer Service Centre, Multan

Activities Performed During Internship

Replacements of Jazz Load Sims:

Jazz Load Sims are those Sims which are used to transfer the load from one Sims to another

one. There are three types of Jazz Load Sims

1- Master Sims

2- Distributor Sims

3- Retailer Sims

The company has issued one master sim to each of its franchise. Mobilink have 58

Franchises in Multan Region. Each of them has one Master Sim and they get load from

Mobilink regional office. One Master Sim has many Distributor Sims. In Franchise they are

many sales persons who have Distributor Sim and they get load from the Master Sim and

they go to their assigned market or area in which they transfer the load to the Retailer Sim

and then retailers transfer the jazz load to the jazz connections.

My major task was to replace the Jazz load Sims, there are various reasons to replace the

Jazz Load Sims e.g. due to stolen, lost, damage or Non Performance. Non Performance Sims

are those Sims which are not performing well which means that there are some cases like

some retailer wind up their business or the relevant person discontinue the operation and

the remaining person having no interest in this or retailers has not transfer the Jazz Load to

any number for a particular period of time then those Sims come in Non-Performance Sims.

Mobilink have seven zones in Pakistan and Multan zone is C-III (Central 3). In C-III there are

seven regions these are Multan, Vehari, Bhawalpur, Hasilpur, Muzzafar Garh, Dera Ghazi

Khan and Rahim Yar Khan. Each region has ZRO (Zonal Regional Officer) and RO (Regional


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Officer) and they have a target to get maximum Jazz Load in their region and to minimize

the Non-Performance Sims. So they send request to me replace the Jazz Load Sims. Each

Sim is being replaced at the cost of Rs. 50, they e-mail the request of Jazz Load replacement

numbers along with their deposit slip. The Jazz Load team which is in Head Office Karachi

has given Particular quota to each zone to replace the Jazz Load Sims on daily basis. Multan

zone can replace 88 Jazz Load Sims in a day. Moreover, in Multan zone there are fix quota

for each region. The quotas of these regions are given below:

Region Quantity

Multan 22

Vehari 10

Hasilpur 10

Bhawalpur 15

Muzzafar Garh 8

Dera Ghazi Khan 10

Rahim Yar Khan 13

Total 88

I have given a separate PC and login. The ZROs and ROs send me an email for the Jazz

Load Replacement. In that request there are replacement numbers and deposit slip. We

have a Master Sheet which we have made on MS-Excel in which there is a sheet for each

region. All of the ZROs and ROs have the similar format of our Master Sheet and they send

their request according to that format. In this format there are columns of Franchise ID,

Master Number, Distributor Number, Retailer Number, CTDMID, Shop Name, Retailer Name,

Retailers CNIC ID, and Reason.

There are various steps in the replacement of Jazz Load Sims which are given below:

Start the MS-Outlook and open the email come from ROs or ZROs. Then we will see from which region they belong and then we will open the respective

Master Sheet of that region.

In the given request we will check some things like there should be no discrepancy in theirrequest and all of the columns should be properly filled.


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Then we check the duplication of the requested replacement numbers from our MasterSheet that whether these numbers have been replaced before or not.

If there is come any duplication then we will check the replacement date of that number wewill not replace it, if it is replaced within ten days otherwise we will replace these numbers.

Then we count the total numbers for the replacement and then we will multiply thesenumbers with 50, it will be the total amount of the requested numbers.

Then we will check the deposit slip of that request, the total amount must be equal to thatof the requested numbers. If the total amount of the deposit slip mismatch with the total

amount of the requested numbers then we will call and email the sender about the matter

and then we resolve the matter accordingly.

In the deposit slips we also check the duplication of the slips that whether that slip is old ornew for this there is log of slips in which we enter the deposit slip numbers and the date.

If there is no duplication then we will copy all the numbers from their Excel sheet to ourMaster Sheet of their region.

In that way we paste all the requests to their respective Master Sheet till 12:00 Noon. After this we have started to prepare final replacement sheet which we have to send Jazz

Load team.

In the final replacement sheet we have to send only 88 numbers for the replacement in aday doesnt matter we have a request more than 88 numbers but if we have less than 88

numbers to replace then we can replace all of these numbers in a day.

Then we will open the Master Sheet of Multan and copy the ID of the franchise and thereplacement numbers of first 22 numbers and then paste these numbers on the new sheet

which is our final sheet of replacement. We select the replacement numbers on FIFO basis

and in the Master Sheet in the end of each row we will write issued in the status column

and the Date at which we have replaced it.

Similarly, we will copy the replacement numbers from the Master Sheet of all the regionsaccording to their quota and will paste on final replacement sheet.

In that way we will paste final 88 numbers on the final replacement sheet. In the final replacement sheet there are columns of MSISDN, Old ICCID, New ICCID, Type,

Requested By, Date, and ID.

o MSISDN is the Jazz Load Replacement number it could be Master, Distributor or Retailer.o Old ICCID is the old Sim number which we got from software VALISTA.o New ICCID is the nineteen digit Sim number which is written on the new Sim that we will

give them after replacement.o Type is the type of replacement number that whether it is Master, DO (Distributor) or

Retailer

o Requested By is the name of the person who sends the final request to the Jazz Load team.o Date is the date of that day in which we send the request for replacement.o ID is the Id of Franchise from which there comes a request for replacement.


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After completing the final sheet I have to recheck it that it should be no mistake in it andthen I forward that sheet to my boss and after checking that sheet he send it to the Jazz

Load team for the replacement. The replacement numbers become active within 48 hrs.

Then we dispatch all of the replaced Sims to their respective Franchises.Application of Class Room Learning in the Organization

The application of class room concepts that I have identified in the Mobilink are given below

along with the course title:

Marketing Management:

Concept of Market Segmentation, Targeting and Positioning is applicable like they havesegmented the market into geographic, age, gender, income, social class, reference group,

benefits desired and usage rate basis.

The concepts of 4Ps are very much applied in the Mobilink like:o Product:

Mobilink has launched their products on the basis of segmentation e.g. Jazz Ladies First

particularly target the Ladies, Jazz Octane target the youngsters who are heavy usage rate of

SMS, Jazz One is the best package for calls in prepaid connection, Indigo are mostly used by

the business users whose usage is very high, Jazz PCO for the commercial users. Mobilink

use product-mix strategies like they position their product in relation to competitor, product

class or attribute and by price and quality.

Price:In the beginning they use Market-Skimming Pricing Strategy as an entry strategy, further

they use price competition strategy in which they react according to their competitors and

they charge more in indigo because they have some sort of monopoly in it.

Placement:For the placement of their product they use the mean of middlemen i.e. Franchise and

Distribution Centre as in Central-III there are 58 Franchises and 2 Distribution centers.

Promotion:They use different methods of promotion like they advertise their products in TVs, Radio,

Magazines, Newspapers and Bill boards. They also give different sales promotion techniques

like they give free minutes, zero connection charges, free air time, on their credit card they

give reward points which can be use in different places and to the franchiser they give


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different types of commission and rewards, they also make public relations mostly with the

corporate.

Principles of Management:

They are various concepts of Management that are applied here like:

Planning:In planning the concept of decision-making process, strategic management processes are

applied.

Organizing:In organizing concept of departmentalization, work specialization, centralization and

decentralization, span of control, process of interpersonal communication, organizationalcommunication, recruitment, de recruitment, selection, employee training, employee

performance management, performance appraisal methods, compensation and benefits and

career development are applied.

Leading:In leading the concept of understanding group behavior, motivation tools like appraisal,

prestige, self recognition, rewarding, promotions, bonus, incentives are used.

Controlling:The concept of measuring, comparing, taking managerial actions, feedback control,

performance management and benchmarking are very much common.

Introduction to Computing:

The use of Excel is the basic concept that I used very much in Excel inserting record,

formatting of tables, use of formulas, and sorting are the concepts that use of them is

highest. Moreover the use of Outlook express is also the basic concept of computer

concepts that I use very much.

Data Base Management System:

The concept of creating new tables, normalization, entity relationship, processes, forms and

use of queries to process the data use of different filters are utilized very much.

Networking:


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In networking the concepts of routing, LAN, WAN, Wi-Fi, routers, switches, GPRS, radio and

microwaves, VPN and remote computing are commonly used.

Operations Management:

The concept of location, forecasting, capacity, inventory management, quality management,Scheduling, supply chain management are applied.

Business Communication:

The concepts of process of preparing effective business messages, business letters, and

memorandums, formation of report, personal relationship and communication skills are very

much important and used.

Learning in the Organization

Learning is the basic purpose for our internship program in the business organization. There

are lots of things for learning in such organization; the things that I have learnt during my

internship are as follows:

Time Management is one of the basic things that everyone should adapt and during myinternship I learnt how to manage the time in so much busy schedule.

I learnt how to work in high pressure conditions. I learnt a lot about MS-Excel as about 90% of my work is on it so now I have good hand

over it.

I work on MS-Outlook Express on the intranet and I learnt lot of new things of that. I learn how to make tables, forms and queries on MS-Access and how to process the data

over it.

I learn how to communicate with Franchise staff persons, Franchise owners, CorporateClients, and Zonal Regional Officers and Managers on telephone

I learn how to make reports of daily replacements as I send reports on daily basis to therespective ZROs & ZRMs.

I learnt how to make important decisions in critical situation. I learnt how to deal with the issues related to replacement of Sims and how to report the

concerned team and how to take follow up of that report.

As I use different software during internship so, I know how to find the subscribers detail inwhich there is complete detail of the customer and his connection e.g. billing information,

purchase date, expiry date, replacement date, pin code, puk code, activity sheet etc.

In another software I learnt how to send MPIN to retailers, transaction report, agents detailetc.

I learnt how to make persona l relationship with people.


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By this internship my confidence level has been increased.SWOT ANALYSIS

Strengths:

Following are the vital strengths of Mobilink:

Market Leader in the Telecommunication industry with 41% market share. Mobilink is pioneer of GSM technology in Pakistan. Mobilink has largest network coverage in Pakistan and covering 9000+ cities, villages and

towns.

International roaming in over 120 countries with more than 300 partners operatorworldwide.

Mobilink is at more competitive on experience curve. Having strong brand equity across the country. Premium brand image and Exclusive Black Berry Services. Highly skilled, energetic and motivated professionals. The working environment is very good. The environment is vey conducive. Only Mobilink has JSA technology through this retailers can verify the customers NIC from

NADRA.

Mobilink has good competitive processes and procedure of operations. Helpline in different languages. Mobilink PCO. Unmatched Value Added Services. 57 Million Minutes per day. 91% of the companies in KSE 100 Index are powered by Mobilink Indigo. City Mobilink Credit Card. Security system is very good there are separate security department for this purpose. Mobilink fulfill the Corporate Social responsibilities

Weaknesses:

Following are the weaknesses of Mobilink:

Mobilink is expensive in comparison to other networks. Network problem and voice quality is still a big issue. There is lack of interdepartmental communication. Billing mistakes in indigo bills is common.


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Mostly process are not efficient in the routine jobs. There is no proper software available for Inventory system. Instead of using powerful tools of database they are still using flat file system and MS-

Access with some extent.

Although there is conducive environment but there is still a yes boss culture up to someextent.

Here TC matters a lot. Fewer Advertisements now a day.

Opportunities:

Mobilink has the following opportunities:

They have an opportunity to provide different value added services like e-banking, onlinetransactions, money transfer and stock exchange.

By focusing on quality they can position their product on the basis of high quality product. Mobilink is offering new services such as WiMax. By revising their pre paid packages by lowering the prices of SMS and other networks they

can increase the retention of customers.

They are opportunity to provide the facility of internet connectivity to your laptop or pcthrough Sim.

Being a market leader they can make head to head competition to their competitors and tomake them out of market.

By organizing events for some social causes they can improve the image of company. Mobilink can increase its market share by entering new market segments. Mobilink has an opportunity to add further products to its existing product line.

Threats:

The factors which can be threatened to Mobilink are as follows:

Due to increasing demand of HR in telecommunication sector Mobilinks employees areswitching towards their competitors.

By the expansion of network in that place where there is no network coverage of Mobilink,Telenor is getting the advantage of increasing subscribers in that market.

Telenor have packages like djuice and talk shawk in prepaid connection have threatened theJazz Octane and Jazz prepaid by their exciting offers.

Due to the arrival of Zong most of the Mobilinks customers are switching toward it due totheir exiting packages.

Wateen has installed brand new technology WiMax and though this they get USP whileMobilink is now thinking about that technology.


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Due to intense competition Mobilink is losing its market share. Telenor has introduced H-Stick through which by inserting the Sim in that device you can

connect through internet at your laptop or PC.

Political and economical instability and terrorism in the country.PEST ANALYSIS

Political Factors:

The political factors that are affecting the Mobilinks policies are as follows:

Political environment of Pakistan is unstable in the current situation. Due to instability in Politics, Pakistan is in very critical position due to this foreign trader is

not interested to invest in Pakistan in these circumstances.

In this year budget, Government imposes heavy taxes on telecommunication sector andthey increase the taxes more than double and now it is 21% on every call.

Government strict the policies for the new connection and they give punishment to thoseretailers who have done the fake sales due to this sale of new connections are declining.

Economical Factors:

Following are the economic factors which are affecting the whole industry:

As there is instability in politics, economic conditions are also in a very bad condition. Inflation rate is going high and high and the value of Rupee is going down and it proves as

very drastic for the economics of country.

Unemployment rate is going up and up with the increase of level of poverty. Marketer should consider long term and short term state of a trading market.

Socio Cultural Factors:

The Socio Cultural Factors which can affect Mobilinks policies are as follows:

As Pakistan is an Islamic country and people are very strict in case of Islam anything againstthe philosophy of Islam on either print or electronic media are treated as against Pakistan.

In metropolitan cities women are doing work along with their other responsibilities butother than metropolitan it is difficult for women to convince their parents and spouses for

work.

Mobilink should targeting upper-end of market mostly published and aired theiradvertisement in English language.

Most of the people dislike anything extra-ordinary or something which sabotage theirculture or sub culture.


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As there are different languages spoken in Pakistan so, Mobilink should give their customerassistance in all of these languages.

Mobilink has introduced the Jazz Ladies First package which typically segments the femalesso; they should also segment the market on the basis of age.

As most of the population of Pakistan lies in low income range therefore they should targetthose customers and give them cheapest possible package.

As the lifestyle of people living in big cities are changing so they need more value addedservices in their connections.

Technological Factors:

Following are the technological factors which company should concern:

Companies have technology with which they can compete in the Pakistan and nowcompanies are investing in their infrastructure to not only expand but also to upgrade their

existing structure.

Mobilink is now moving towards WiMax technology through which there will be wirelesstelephone and broadband technology.

Mobilink has shifted its whole network from 900MHz to 1800MHz. They are also doing research regarding 3G technology. Mobilink is providing largest variety of value added services (VAS) in Pakistan.

Suggestions and Recommendations

Following are some suggestion for the organization that should be adapt by the

organization.

Establish Research and Development Department. Ensure Network quality. Focus on subscriber retention. Adaptation of value added services, especially towards e-commerce. Better customer incentive plan. Training on regular basis in order to keep employees up to date and motivated. Innovation in technology. Lower SMS rates to other networks. Drastic revision in indigo tariff specifically in terms of prices. To cover all of those sites where other operators have coverage while Mobilink doesnt. To provide more training programs for technical employees. Improvement in Customer Services. Employee retention plans needs to be more efficient.


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Should introduce new brands. GPRS service should be improved.

If I am the Manager

If I will be the Manager of Mobilink then I will take the following steps:

Make better use of internal resources and reduce reliance on outsourcing. Make assurance of quality of services and to assure quick response of respective team to fix

the issue.

Make continuous expansion in the network to maintain the leadership. Changes should be what customers want the most i.e. the latest technology and services,

backed by quality, reliability and integrity.

Conduct regular meetings on weekly basis with my staff regarding issues that they arefacing and try to solve them accordingly.

Make assurance that all the sales are genuine and there should be no fake sales. Conduct training and development seminars on regular basis. Conduct of extracurricular activities. Complete focus on customer retention by providing them better services. I will strongly emphasize on employees retention. I will try to make up to date my staff with the latest state of the art tools and techniques to

run each business domain.

Mobilink values to be adapted by everyone as a habit and culture of Mobilink. Reorganize the processes of sales operations in an efficient manner to reduce wastage of

time and rework.

Strong interdepartmental communication which is lacking. Provide equal opportunity for growth in each department. I will change its market strategy from time to time, sometimes reactive, sometimes proactive

and always active.

Improve the database and different software that are using now days by using powerfultools of advanced databases.

Eliminate the culture of yes boss and to encourage the two way communication with allstaff members.

Try to advertise all the important roads, places, and chowks by name of Mobilink.

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