Mobilink GSM -IntroductionPakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a

telecommunication service provider in Pakistan. 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. It 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 24 million and growing. Mobilink prides itself 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, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ)

solutions to its customers. Compared to its 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, Mobilink also offers a host of value-added-services in its Mobilink

World brand to its prized customers. At the same time, Mobilink places high importance to

its coverage, which is why it covers its customers in 5000+ cities and towns nationwide as

well as over 100 countries on international roaming service. Mobilink is also the official

telecommunication service provider for the Pakistan Cricket Board (PCB). The

company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27 June-

2006.

Facts About Mobilink GSMCompany Structure Private Limited

Genre Subsidiary

Parent Orascom Telecom Egypt

Owner Naguib Sawiris

Founded 1994

Founder Motorola USA

Industry Telecommunication

Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.

Area served 5000 cities, towns, and villages across Pakistan

Revenue 250.2 million USD (3rd quarter, 2006)

Website www.mobilinkgsm.com

Mobilink Vision“To be the leading Telecommunication Services Provider in Pakistan by offering innovative

Communication solutions for our Customers while exceeding Shareholder value &

Employee Expectations”.

Goals and ObjectivesExpand the business.

Provide better service to people in the field of telecommunication.

Retaining the role of a leading telecommunication company.

Attract maximum customers and satisfy them.

Excel in meeting customer needs.

Seek employee involvement, continuous improvement and enhanced performance goals.

AchievementsISO 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 100 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

Societal Marketing　

Mobilink believes in playing an active role in supporting the community and social

development of Pakistan. Each year, Mobilink and its staff contribute significantly to

charities and community projects to help bring about a better quality of life to the less

privileged in the community and enrich the lives of Pakistanis through support in local arts,

education and sports.

　

Educating the Youth　Mobilink has made various donations to educational institutes. This includes donating

computers to the Federal Board of Intermediate and Secondary Education, donating Rs.

100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, and sponsoring

the commemorative ceremony for the golden jubilee of Cadet College, Hasanabdal.

Supporting the Arts　Mobilink's alliance with the international Kara Film Festival demonstrates its commitment

to the promotion of art and theatre. The festival creates a space for alternative and

independent cinematographers, both experienced and new filmmakers, to exhibit their

creative endeavors in Pakistan.

Employee InvolvementMobilink believes in supporting the community not only through sponsorships but also

through employee involvement. In addition to sponsorships, Mobilink encourages its

employees to be engaged in community welfare work and to support relevant causes.

Earthquake 2005During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan,

Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in all

major hospitals to provide free calling facilities to patients and relatives arriving from far

flung areas. Goods such as blankets, shawls, jackets were also collected for those affected

by the earthquake and Mobilink Relief Teams were constituted to provide aid to the

Northern Areas.

Strategy and ManagementMobilink is led by Zouhair Abdul Khaliq, who has been the President and the CEO since

June 2003. Since then, Mobilink has embarked on an aggressive growth strategy. Mobilink

closed 2003 with 2 million customers. In comparison, Mobilink closed 2005 with more than

11 million subscribers. Currently, the subscriber base has increased to more than 24

million.

　

Network

During the last 13 years, Mobilink has set up one of the largest cellular networks in the

country. Currently, it is covering more than 5000+ cities and towns. This has involved an

investment in the company of more than US$ 1 Billion. Mobilink has 50 Switches and more

than 4,900 cell sites and the number keeps growing at a rapid pace. It also has deployed

around 3,000 km of optical cable.

　

Switches Siemens and Alcatel

Radio Base Stations Motorola and Alcatel.

Intelligent Networks Siemens

Microwave Equipment NEC and Alcatel

Operating Frequency 900/1800 MHz

　

Evolving the PrepayTraditionally, post-paid billing has always been the method that telecom companies have

used for obtaining payments for the services provided. Whether the said companies were

state-owned giants, or private ventures; billed accounts were the way to go. With the

advent of mobile telephony, this system changed to accommodate and facilitate the needs

of different users. Here was where the prepay concept was born.

The company that is credited with introducing the concept in Pakistan is Mobilink. There is

little doubt, though, that when the company that prided itself on its executive clientele

came up with prepaid cards, it could not have imagined the extent to which the idea would

take off in the country. On the other hand, it is not hard to imagine the motivation behind

Mobilink’s decision to launch its offering. At the time, having a cell phone and a post-paid

connection was no cheap thing. So, the company decided to try to grow by targeting the

majority that could not afford billed connections. The idea worked pretty well, and Mobilink

Jazz came to be.

　

BCGGrowth Rate Matrix

　

　

BCG Growth Rate Matrix　 　

　

STAR.

　

　

?

　

　

CASH COW.

　

　

DOG

　

High Low

　 High

Mobilink

Market

Growth

Rate

Low

　

Mobilink Market Share

　

Mobilink claims all its products as Star with the highest Market Growth Rate and highest

Market Share.

　

　

SWOT ANALYSISSTRENGTHS The　company　excels　in　marketing,　sales　and　customer　services.

 It　has　the　advantage　of　having　a　huge　and　loyal　customer　base.

　 　

WEAKNESSES Network　problem　is　the　biggest　weakness　for　Mobilink　for　which　it　faces　

major　criticism　or　complaints.

 The　company　is　also　vulnerable　with　post　paid　debts.

　 　 　

OPPORTUNITIES The　company　has　opportunities　in　the　field　of　wireless　and　3G　technology.

 It　can　also　further　capitalize　on　the　emerging　trend　of　value　added　services.

THREATS With　lots　of　competition　coming　into　the　telecommunication　industry　of　

Pakistan,　buyer’s　growing　bargaining　power　is　the　strongest　threat　to　the　

company.

　

　

Marketing Management&

Mobilink GSM　　Marketing ManagementThe art and science of choosing target markets and getting, keeping, and growing

customers through creating, delivering, and communicating superior customer value.

　

Marketing Research　

Marketing researchThe marketing research process includes the systematic identification, collection, analysis

and distribution of information for the purpose of knowledge development and decision

making. The marketing executive at Mobilink admits that understanding markets and

customers is the bedrock on which business planning and strategy is built. Without

knowing our customer’s needs and wants or understanding demand, our business will be

under constant threat from competitors and may be failing to extract the maximum value

from the market. Mobilink provides excellence in market research through their extensive

experience in telecommunication working. 

They focus on providing better research techniques that enables to understand why and

how customers make choices and a better research process, based on understanding the

business and commercial context. Mobilink marketing executive further says that our

research process is designed so that we take more care to understand our goals and

constraints and use this to deliver better value to our customers. Market research does not

sit in a vacuum. The design and outcomes of a market research project have to reflect not

just the results from the data, but the way in which the organization could and should use

the data.

Mobilink hires Custom marketing research firms to carry out specific projects

Marketing research process by MobilinkEffective marketing research in Mobilink consists of 6 steps

Step 1: Identifying and defining the problem Step 2: Developing the

approach and establishing research design and strategy

Step 3: Collecting the data Step 4: Performing data analysis Step 5: Reporting and

presentation

Step 6: Making a decision

Step 1: Identifying and defining the problemThe first step is to understand the question(s), which need to be answered. Then they work

to identify and outline the marketing research project objectives and define the size and

source of the survey sample. Next, the most appropriate marketing research methodology

is determined. The innovative and actionable design approaches ensures that study is

customized to meet the unique needs of the project.

　Step 2: Developing the approach and establishing research design and strategyMobilink researchers gather data both by primary and secondary means. The second step

is questionnaire development. Surveys are designed with the marketing research objectives

in mind. It is made sure that the questions address the needs of the project and all surveys

are pre-tested to confirm the survey, instructions and procedures are set up appropriately.

The next step is to coordinate data collection.

Step 3: Collecting the dataThe data is collected via telephone, in-person, through the Internet or by using qualitative

research. Marketing research studies are continuously monitored by the research team to

ensure accuracy. As Mobilink is well aware of the fact that data collection phase is prone to

errors and inaccuracies so the management tries hard to get that right. A major problem is

getting biased and dishonest answers. So getting true respondents is crucial.

Step 4: Performing data analysisThe fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive

statistical and analytical expertise to transform the data into clear, concise and actionable

information. Key findings are summarized and a course of action is recommended.

Step 5: Reporting and presentationThe fifth step is to report the results. Our clients have come to rely on our reporting

capabilities. Whether it's providing presentation-ready materials, formatting reports to

meeting the internal standards or delivering reports via choice of media, every effort are

made to give the insight that mobilink is the most innovative and progressive

telecommunication company in Pakistan.

Step 6: Making a decisionMobilink uses marketing decision support system to enable its managers to make better

decisions, it is the system for collection of data, system, tools and techniques with

supporting software and hardware which an organization gathers and interprets relevant

information from business and environment and turns it into a basis for marketing action.

　Mobilink's Mobile Intelligence ProgramMobilink's Mobile Intelligence program is a framework, which we apply across our own

research and development as well as across all our mobile marketing and mobile media

assignments for our clients and partners.

This approach is market proven and has been the foundation for the 100's of mobile

products and services that we have developed and managed since January 2001. This

framework underpins our research and thinking on Mobile Communities, Mobile Services

for the Youth Market and the convergence of Mobile Marketing and Mobile Media

The Mobile Intelligence program has 5 key phases:

DiscoveryUnderstanding and identifying the key objectives of the mobile services.

Mobile Marketing or Mobile Media or a combination of both?

Research and due diligence

Strategic PlanningIdentifying and documenting timeframes, milestones and business case

Integration with new or existing marketing and media activities

Legal and compliance issues

Strategic partners and distribution channels

Creative DevelopmentCreative and campaign development

End user experience and interaction design

Mobile media production and delivery

Integrated mobile marketing and media services

Mobile Technology and ImplementationElement Platform and Modules

Telecom and messaging infrastructure

Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons)

Hosting, management and ongoing technical support

　

Program ManagementClient Services Team

End user support

Ongoing reporting and analysis

Proactive ideas and research

Roadmap for client development

Mobilink Marketing IntelligenceMarketing Intelligence System is a method of collecting and organizing important business

information into a useable form for important business marketing purposes. Marketing

Intelligence System at mobilink is used for various purposes:-

For the ability to forecast sociological and technological changes ahead of time and make

the necessary internal changes to adjust to the changing environment of the consumer.

The ability to track customers order history, their interests, and apply that information to

better advertising and target marketing.

The ability to detect competitor changes to enhance the company’s operation tactics in

which area that competitor operates.

For Mobilink, the Intelligence Platform is a way of thinking about who they are, what they

know, and what they think about the company and the competitive marketplace. When we

begin an assignment, the Intelligence Platform is examined as it is. Questions like “What

do we know? What ideas have been generated? What are the drivers that give the

business its unique personality?” are answered in order to get the required information.

Mobilink views marketing intelligence with three very different components. It includes

data, ideas, management experience, and judgments.

Source Categories

Search engines, search utilities, etc.

Financial information sources (Company filings / public & private company data)

Newspaper and news resources

Patent & trademark resources

Government sources

Trade & industry sources

Demographic data

Geographic / Country information & maps, satellite images, etc.

Trade directories

Legal information sources

Competitive intelligence database software suppliers

Other public information sources

　

　

　

Segmentation, Targeting,&

Positioning　

　

　

SegmentationMobilink, a telecommunication service provider emphasizes on being part of a value

delivery process. The first phase, choosing the value, represents the ‘homework’ marketing

must do before any product exists. First, the marketing staff must segment the market. The

variables used for segmenting the consumer market demographic as well as

psychographic:-

Age

Income

Occupation

Social Class

TargetingThe second step of choosing the value is selecting the appropriate target market.

Mobilink’s target market varies with its different product lines e.g. the Mobilink Indigo

brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is

designed to attract youth; Jazz Budget is aimed at the middle and upper-middle class, while

Mobilink World targets the masses with its diverse value added services.

It is important to understand that the future of marketing telecommunication services in

Pakistan is going to be based on targeted segmentation strategies. Mobilink follows the

target selection pattern of full market coverage and develops strategies as per the

requirement of the different targeted segments. Mobilink has followed a consistent strategy

of growing the network and ensuring that the products are available everywhere. This

growth has been further strengthened with brand building activities that have ensured that

Jazz and Indigo remain synonymous for premium telecommunication services for which

they are close to the hearts and minds of the customers.

　

PositioningDeveloping the offering’s value positioning is the last part of choosing the value phase of

the value delivery process.

Mobilink’s catchphrase “Mobilink… Reshaping Lives” tells all about how they want to

position the brand in the minds of their target customers.

The message they want to communicate to the consumer market is that Mobilink is the best

solution for telecommunication and can be trusted to provide communication facilities all

across the globe where no other service is available.

Competitive ForcesThe industry structure of Pakistan’s mobile phone service providers is differentiated

oligopoly; a small no. of large firms producing products partially differentiated along the

lines of quality, features, styling, or services. There are 6 major providers of mobile service

in Pakistan.

Mobilink GSM

Telenor

Warid Telecom

Ufone

Paktel GSM

Instaphone

Mobilink’s Market Share and Role in the Pakistani Market　

Pakistan’s largest cellular provider maintains a tremendous growth rate despite the

deregulated market. With the introduction of new products into the market and expansion

through various rural and urban cities, Mobilink continues to capitalize on its position in

the market. Despite complaints about quality and connectivity issues, the number of

customers continues to grow.

Mobilink commands approximately 46.5% market share and is the market leader. This

firm has the largest market share in the relevant product market, and leads the other firms

in price changes, new-product introductions, distribution coverage, and promotional

intensity. It is followed by Ufone which has 20.9% of the total Pakistan market. Warid

claims a 15.7% share of the country’s wireless market closely followed by Telenor with

14%. Paktel had 2.7% of the users untill the end of 2006.

　

　

　

Competitive Strategies

Being the market leader, first, Mobilink must find ways to expand total market demand.

Second, it must protect its current market share through good defensive and offensive

actions. Third, it has to try to increase its market share, even if the market size remains

constant.

Expanding the Total MarketMobile phone tele-density has increased to 35 per cent with over 53 million users. The

market growth still has 65 percent potential if not more, as Pakistan’s population is over

150 million. The dominant firm gains the most when the total market expands. Same is the

case with Mobilink. It uses the following strategies to expand the total market:-

Market-penetration strategy

New-market segment strategy

Geographical-expansion strategy

Defending Market ShareThe rapid growth in mobile phone ownership has opened a new, mass marketing channel

for marketers to reach their target market. Direct, responsive and measurable, mobile

marketing is emerging as a key element of the marketing mix for Mobilink.

Mobile marketing integrates across the marketing mix to drive the effectiveness of both

above and below the line activities. Delivering:

Direct marketing channel to customers

Clean, uncluttered environment to maximize the impact of the marketing message

Context and time relevant marketing medium

Instant response mechanism delivering true one to one communication

A digital medium enabling deep campaign measurement and analysis

Mobilink marketers are deploying the mobile to strategically drive customer acquisition,

retention and improved relationships to defend its market share. Campaign tactics include

as an instant response mechanism to TV and poster campaigns, as a direct medium to drive

awareness in targeted demographics and for instant win for on or off pack promotions.

Engaging and effective mobile marketing campaigns reflect an understanding of the

existing mobile habits of the target market.

The unique and personal nature of mobile communication dictates an approach that is

clear, actionable, engaging and instantly rewarding for consumers.

How does the target market currently use mobile?

The effective integration of the campaign across multiple elements of the marketing mix

Ensuring a positive customer experience as a key driver for response and uptake

Building long term value out of data collection

Operating within the regulatory and legal guidelines for mobile marketing

Company OrientationWhile a company has to keep a watch on its competitors, Mobilink strongly favors

a customer-centered orientation and considers itself to be a customer-centered

company. A customer centered company is in a better position to identify new

opportunities and set a course that promises to deliver long-run profits. Same is the case

with Mobilink. By monitoring customer needs, it can decide which customer groups and

emerging trends are the most important to serve given its resources and objectives.

　

Marketing Mix The 4 Ps　

Marketing mix

It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has

classified these tools into four broad groups, called the four Ps of marketing:

1. Product

2. Price

3. Place

4. Promotion

Mobilink management understands the importance of the marketing mix and its decisions,

which must be made for influencing the trade channels as well as the final consumers. The

company prepares an offering mix of products, services, and prices, and utilizes a

communication mix of advertising, sales promotion, events, and experiences, public

relations, direct marketing, and personal selling to reach the trade channels and the target

customers.

As a popular brand there is a lot that is expected from the company and the management

strives hard to ensure that the promises are kept. Mobilink has been continuously investing

in network resources and improving its marketing mix so that its vast customer base can be

satisfied and expanded.

The four Ps of Mobilink’s marketing mix are explained ahead in detail.

　　

　

PRODUCT　

　

Mobilink Product LinesMainly there are four product lines of Mobilink with each having separate target markets

and positioning.

Mobilink Indigo

Mobilink Jazz

Mobilink World

Mobilink PCO

Mobilink IndigoMobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name,

Indigo. Indigo ignited an evolution in the communication industry redefining the essence of

the post-paid services in Pakistan. The brand delicately caters to the need of its customers,

symbolizing the vision of connecting the subscribers in every aspect of life. Indigo says:

“In life you come across some exceptional people, who, like you, appreciate only

the finer things in life. When it comes to creating a bond and staying connected to

them count on Indigo for its unrivalled premium post – paid connectivity to get

you through”.

Indigo OfferingsIndigo

BlackBerry

Citi Mobilink Credit Card

Call& Control

Indigo Reward

Indigo Genie

Target MarketIndigo targets the upper business class that is not concerned with the cost but want

convenience, quality and a brand image that suits their personality. Who doesn’t want fun

or music but want a brand that is “Competent” and Indigo is well satisfying the desires of

its corporate customers. Introducing Blackberry connect through which businessmen can

take

their office anywhere, share attachments etc. That is why Indigo customers are loyal to the

brand and hesitate to switch to other connections. It can be said that Indigo enjoys the

benefits of a monopoly in the corporate sector.

Mobilink JazzJazz is an exciting and energetic offering of Mobilink, targeting specifically those

enthusiastic teenagers, middle class and the youth market of the country, wishing to enjoy

freedom, fun, lower rates and a package that matches their personality.

Jazz OfferingsJazz Budget

Jazz Octane

Jazz Ladies first

Jazz Easy

Jazz Share

Jazz Load

Jazz Advance

　

Target MarketJazz Budget

Target market is those young boys and girls who want to stay in touch with their friends

and family all the time but with cheaper rates. “Happy hours” with only 0.40 /30 seconds.

Jazz Octane

Targets those customers who want to have fun in their daily life........enhancing energy in

their personality of youth with low SMS rates, discount rates and lower air time rates for

three numbers.

Jazz Ladies First

Specifically designed for ladies (housewives) who along with their routine work want to

have recipes, beauty tips, shopping discounts etc. (Also lower rates for special numbers.)

　

　

　

Jazz Easy

Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers,

they also benefit tremendously from the fabulous rates to call on any other network.  

Jazz Share

An exciting new service targeting the Jazz family Members and allows them to share

balance anytime, anywhere.Jazz AdvanceTargets Jazz Family Members with Additional

balance benefit to help them talk some more!

Jazz Load

Jazz Load allows to recharge Jazz account in variable denominations.

　Mobilink WorldMobilink World is the Value Added Services Brand for Mobilink. These services are not just

fun, but also help its customers with their business needs. Whether it's a Bolo SMS they

want to send to a friend or a ring tone they want to download to customize their phone

with, Mobilink World has something special for them.

Mobilink World OfferingsMobi Safe

Holy Sayings

Corporate SMS

Mobi Greetings

SMS Scheduler

SMS Game Time

Bolo SMS

Mobitunes

G:i:30

WAP Portal

Mobilink Edge

Mind Reader

CricVideo

International SMS Chat

Ring Tone Club

Target MarketMobilink World is the Value Added Services Brand for Mobilink and its target market is its

whole customer base:

“Mobilink World services are not just fun, but also help you with your business

needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want

to download to customize your phone with, Mobilink World has something special

just for you.”

Mobilink PCOFor the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right

that shall surely set apace the way its consumers communicate at the grass root level.

Mobilink PCO is a fixed wireless phone that has special PCO functions capability. It

consists of two LCD's that helps customers to keep a tap on the duration and the costing of

the calls they make.

This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the

people throughout Pakistan. It's a complete self-employment solution for the people of

Pakistan, fulfilling their dreams and aspirations.

Mobilink PCO does not only give its consumers higher returns on a very low investment but

it also creates a world of better prospects in terms of a consistent source of income for

them.

Mobilink PCO claims

“Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or

the spectacular peaks up north expect unparallel coverage from your Mobilink

PCO”

　

　

With this unit customers experience even higher returns even though the investment in

terms of capital is very minimal. Mobilink PCO no doubt is a world of opportunities within

itself.

Exceptional coverage and the ease of its wireless technology-carry it wherever you wish

Load the free jazz card provided and embark on a successful business venture right away

Benefits from after sales services

Parental Control Phone Disney D100Mobilink and Disney have launched a parental-controlled mobile phone for children. This is

the first time a cellular company in Pakistan has launched a mobile phone that will meet

the communication and security needs of parents. The features of the new Mobilink-Disney

D100 allow complete parental control on all outgoing and incoming calls and text

messages. With the help of this new feature, parents can control who the child can

correspond with, thus enabling parents to keep a check on the list of people the child is

communicating with. Furthermore, the phone is easy to use as it provides the child with a

one-key option to reach parents. It is also protected in that it does not feature Bluetooth or

a camera and cannot access any type of multimedia content or website. The handset

features embedded Disney ring tones, animated screensavers and wallpapers. The D100

will come with both four and twelve button keypads that are interchangeable to adapt the

handset to the capability of the child. The handsets are available featuring popular Disney

characters, including Mickey Mouse, Donald Duck, Winnie the Pooh and Tinker Bell.

Mobilink services give parents complete control over their child’s phone expenditure thus

making it a cost-effective resource.

The D100 has been developed for Disney by Dubai based Broad link Research, Disney’s

licensee and partner. After conducting market research and realizing the growing needs of

working parents to stay in touch with their children using mobile phones; Mobilink in

collaboration with Disney has introduced this innovative solution to the Pakistani market.

Moreover, changing social trends and feedback received by Mobilink through this research

led the market leader to co-launch a safe and secure solution for parents.

　 　

PricingMobilink is the undisputed market leader, which is why it is believed to be expensive as

compare to other telecommunication service providers. Having the largest customer base

in the country with the fact that its service is available in the remote areas of Pakistan as

well, people rely on Mobilink services leading to the fact that Mobilink charges higher

compared to its competitors.

Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink

recently started GPRS services with RS. 500/ month of unlimited usage which is a treat for

GRPS users who want to take their office with them. Mobilink provides them with this

facility with fairly reasonable charges.

　

Tariff Details for Mobilink ProductsIndigo

Indigo Freedom Plans

Details ChargeFreedom

Plan 1Freedom

Plan 2Freedom

Plan 3Freedom Plan 3+

Freedom Plan 4

Weekend Tariffs

Rs/min 0.99 0.75 0.63 0.50 0.40

F&F Charges

Rs/min 0.99 0.75 0.63 0.50 N/A

Air Time Charges

Rs/min 2.00 1.50 1.25 1.00 0.60

Free Monthly 0 100 400 800 1200

Minutes

Line Rent Rs 0 100 400 900 1500

SMS Rs/msg 1.00 1.00 1.00 0.75 0.50

Free SMS Monthly 10 15 20 25 30

　

JazzJazz Budget Tariffs

Details Rates

Outgoing calls to any Mobilink number during selected Happy Hour Window *

Rs. 0.40 / 30 seconds

Outgoing to 3 F&F Mobilink numbers Rs. 0.75 / 30 seconds

Outgoing calls to any Mobilink number Rs. 0.90 / 30 seconds

Outgoing calls to all mobile networks in Pakistan

Rs. 1.25 / 30 seconds

Outgoing calls to all Landline numbers in Pakistan

Rs. 1.25 / 30 seconds

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

　

Jazz Easy Tariffs

Details Rates

Outgoing calls to any 3 Friends & Family Mobilink numbers*

Rs. 0.99 / min

Outgoing calls to any Mobilink Number Rs. 2.10 / min

Outgoing calls to all mobile networks in Pakistan

Rs. 2.50 / min

Outgoing calls to all Landline numbers in Pakistan

Rs. 2.50 / min

F&F Numbers Offered 3 (Three)

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

F&F numbers addition/modification * Rs. 15 + tax / Modification

　

Jazz Octane Tariffs

Details Rates

Late Night Option - All Mobilink numbers **

Rs. 0.75 / min

Outgoing Calls to any 3 F&F Mobilink numbers*

Rs. 0.99 / min

Outgoing calls - Any Mobilink number Rs. 2.50 / min

Outgoing calls - To Landline numbers (inclusive of interconnect charges)

Rs. 2.99 / min

Outgoing calls - Other mobile networks (inclusive of interconnect charges)

Rs. 2.99 / min

SMS - to any Mobilink number *** 20 paisas / SMS

SMS - to any other network in Pakistan 50 paisas / SMS

Daily Charges Rs. 1.00

　

Jazz Ladies First Tariffs

Details Rates

Outgoing calls - Any Mobilink number (1st Minute)

Rs. 2.50 / min

Outgoing calls - Any Mobilink number (2nd minute onwards)

Rs. 1.50 / min

Outgoing calls - Any Mobilink number ( 3pm-6pm )

Rs. 1.50 / min

Outgoing calls - To Landline numbers (inclusive of interconnect charges)

Rs. 2.99 / min

Outgoing calls - Other mobile networks Rs. 2.99 / min

(inclusive of interconnect charges)

SMS based Value Added Services Subscription

Rs. 30 / month

SMS (Push based Value Added Services) Rs. 2.00 / SMS

SMS - Any mobilink number Rs. 1.00 / SMS

SMS - Any other network Rs. 1.50 / SMS

Pricing StrategiesMobilink uses psychological pricing. They have set their target price on consumer

perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost

Rs.0.99/min. They haven’t set the price exactly on Re.1 but have used psychological pricing

to attract customers. Mobilink is the only telecommunication network in Pakistan, which

has reached maturity and is the market leader. This is why, there prices are somewhat

higher than its competitors like PTCL Wireless and World Call Wireless (at introduction),

Warid (at growth) and Paktel (at decline). They made use of psychological pricing also by

offering free roaming facility during Hajj.

Mobilink is not using competitive pricing strategy because they are enjoying the market

leadership in Pakistan. At maturity, as different market segments are targeted the prices

must be offered in such a way that suits the targeted segments.

Mobilink is doing exactly the same. They have offered prepaid connections like Jazz

Octane, Jazz Budget and Jazz Ladies First, which can be afforded by the people not

having very high incomes. Though, the prices of these packages are relatively higher than

the prepaid packages of other telecommunication networks but still attractive. Jazz Ladies

First is a package designed specially for ladies through which they can shop, listen to

beauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as low as 25

paisas/msg and late night option rates at Rs 1.50/min and many other facilities at attractive

rates. Jazz

Budget Package is an economical way to talk to any Mobilink number in Pakistan. It has

announced another ground breaking first of its kind offer with the re-launch of Jazz Budget.

The package has been launched with a fresh look and tariffs tailored specifically for the

masses.

One of the key highlights of this package is the ‘Happy Hour’, which is bound to hit a

chord with the nation, and has been developed keeping the communication needs of the

Pakistani people in mind. Keeping in view the fact that Mobilink customers make 7 out of

every 10 calls to a Mobilink number, the new package is specifically customized to offer

customers the lowest rates to call the largest mobile network in Pakistan.

Mobilink is also offering postpaid connections with the name of Mobilink Indigo, popular

within the business class. In this way, Mobilink is earning maximum profits by enabling

people from different target segments to become a part of the largest cellular network in

Pakistan. Jazz customers can now call US and a number of other Zone 1 destinations on

Jazz local outgoing rate!

Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use

GPRS just for RS.100/year.

　　　

PlaceMarketing NetworkDuring the last 13 years, Mobilink has set up one of the largest cellular networks in the

country. Currently, Mobilink is covering more than 5000+ cities and towns. This has

involved an investment in the company of more than US$ 1 Billion. Mobilink have 50

Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace.

Mobilink also have deployed around 3,000 km of optical cable.

For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the market

itself. Today mobilink is confident that it has all the essential building blocks in place to

take the dream forward and to play a leadership role in the rapid growth and development

of telecommunication industry in Pakistan.

In 2003 mobilink invested upwards of US$ 200 million in improving their network and

services. Mobilink have already put in 7 switches, over 820 cell sites and new IN platforms

for better coverage and connectivity. In upcoming years mobilink is trying to invest in

technological upgrades, superior customer services, and improved coverage.

Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have

put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of

Pakistan where well trained staff is geared to answer complaints and queries, and a new

billing system is in the process of commissioning. Mobilink is constantly expanding their

nationwide franchise and distribution network and upgrading them to offer customer

services so that the customers can find a Mobilink contact as near to them as possible.

CoverageMobilink provides the widest coverage network, covering more than 5000+ cities, towns,

and villages across Pakistan. It connects over 24 million family members every second of

the day with exceptional voice quality due to its broad coverage. The coverage is expanding

day by day, and it is claimed by the management that soon the only other thing covering

Pakistan more than Mobilink would be the clear blue sky.

　

　

　

The type of coverage service Mobilink provides is divided into three main categories:

PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)

INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)

OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)

Nationwide coverageMobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages

across Pakistan. Mobilink provide its services in urban areas as well as towns and villages.

In nationwide Mobilink provide services in following areas.

Punjab

Sindh

Balochistan

NWFP

Capital

AJK

FATA

International RoamingAlong with nationwide coverage, Mobilink also provides true International Roaming in over

100 countries with more than 300 partner operators worldwide. The regions where

Mobilink provide International Roaming are as follows. Mobilink’s roaming partnership

with Thuraya has further enhanced international roaming coverage. Through satellite

communication the Mobilink connection can be used in areas where there is no GSM

coverage.

United States

Canada

Caribbean

Europe

Middle East

Africa

Asia

Australia

Mobilink International PartnersA list of recent partners is given below:

Sr. # Country Name Operator Name Frequency

1. Jamaica Digicel 900/1800

2. UAE du 900/1800

3. Cyprus Areeba 900/1800

4. N/A GSM on the Ship 900/1800

5. United Kingdom T - Mobile 900/1800

6. Maldives Wataniya 900

7. Switzerland Orange 1800

8. N/A OceanCell 900

9. Maritime Roaming MCP 1800

10. Mozambique mCel 900/1800

11. Senegal Sonatel 900

12. Panama C&W 850

13. Ivory Coast MTN 900

14. Oman Nawras 900

15. Brunei DST 900

16. Ukraine UMC 900/1800

17. Portugal Optimus 900/1800

18. Uzbekistan Coscom 900/1800

19. South Africa Vodacom 900

20. Argentina CTI Movil 1900

21. Jordan Xpress iDEN

22. Uruguay CTI Movil 1900

23. Belgium BASE 1800

24. Sri Lanka Mobitel 1800

25. El Salvador CTE Personal 1900

26. Armenia K Telecom 900/1800

27. Saudi Arabia Etihad Etisalat 900

28. Tajikistan Indigo (North) 900

29. Italy Wind 900/1800

30. Germany O2 1800

Distribution channel of MobilinkMobilink provide its service products directly to customers or with help of intermediaries

involved in distributing its product. Distribution channel contain set of interdependent

organizations involved in the process of making a product or service available for use or

consumption by the consumer or business users. Mobilink also distributes its product to

end user with help of intermediaries as well as it distributes its product directly to

customers.

Mobilink supplies its product range to intermediaries with involvement of its “Commercial

and Sales Department.”

Mobilink authorizes limited number of dealers to deliver its service product. But Mobilink

provides its prepaid cards to almost all the markets and consumer shops. Providing its

prepaid cards in every corner of the city helps mobilink to satisfy the need of consumer and

to gain customer satisfaction. However mobilink deliver its Sims to customer with help of

Franchises, service centers, and sales offices. These Franchises, service centers, and sales

offices are given by the right of providing its service product by Mobilink itself.

Distribution Strategy of MobilinkThere are three types of distribution strategies. First Intensive Distribution, second

Extensive Distribution and third is Selective Distribution. However mobilink follow both

intensive and exclusive distribution strategies. While providing its Jazz prepaid cards

Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in as

many outlets as possible. While providing its service products (like SIM Cards of Jazz, SIM

Cards of indigo and Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive

Distribution strategy means that it gives limited number of dealers the right to deliver its

product.

Logistic Management & MobilinkIn today’s global marketplace, selling a product is sometime easier than getting it to

customers. Companies must decide on the best way to store, handle and move their

products and services so that they are available to customers in the right assortment, at a

right time, and in the right place. Physical distribution and logistics effectiveness has a

major impact on both the customer satisfaction and company costs.

Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink

provides the most extensive network coverage footprint across Pakistan through an

integrated technology infrastructure in more than 5,000 cities, towns, villages, and

countless remote destinations, including International Roaming in 100 countries through

300 partner operators. Mobilink is best in logistic management and physical distribution

from its competitors.

Logistic partnership and MobilinkCompanies must also work with other channel partners to improve whole channel

distribution. The members of distribution channel are linked closely in creating customer

value and building customer relationship.

Mobilink management builds logistic partnership to achieve customer value and building

customer satisfaction with different courier services. The courier companies by which

Mobilink has partnered are as follows:

TCS

OCS

UPS

　

Third party Logistics & MobilinkMost business perform their own logistics functions. However growing number of firms

now outsource some or all of their logistics to Third Party Logistics providers.

Mobilink also use Third Party Logistic provider for transportation of shipment of its service

products to warehouses, dealers or customers. Different courier service providers are the

Mobilink third party logistic providers. The main reason for using third party logistic

provider by Mobilink is that it is useful for Low Fixed Investments.

Mobilink selects, motivates & evaluates channel members thought Interviews, Financial

standing, Training and Reports.

　

PromotionCompanies can do more than make good products—they must inform consumers about

product benefits and carefully position products in consumers’ minds. To do this, they must

skillfully use the promotion tools of advertising, sales promotion, public relations, sales

force, direct marketing, and personal selling.

Advertising GoalThe chief advertising goal of Mobilink is to increase its customer base and to stimulate

more usage.

Mobilink is currently using:

Information Advertising: To create brand awareness and knowledge of its Mobilink

World brand.

Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.

Advertising BudgetSince the competition is intense in the

telecommunication market, Mobilink has a significant advertising budget. It is advertising

heavily to be heard and to constantly remind its target market to go for Mobilink. However,

Mobilink’s actual advertising budget was not disclosed by the management.

Advertising MediaMobilink is using television, print, and

radio advertising media to disseminate its message and to build a brand preference but the

most preferred is television since this medium is the most powerful, reaches a broad

spectrum of consumers and has the maximum customer impact.

Radio: It has a relatively large listeners’ base and so is an effective way to communicate

the message.

Billboards and Print Media: The Company has come up with elaborate campaigns,

billboards and posters to promote Indigo, their post-paid brand.

Advertising CampaignsThe advertising theme

“Mobilink: It’s simply a way to communicate”, is designed to demonstrate the new service’s

simplicity and convenience.

Along with its service debut, Mobilink launched a nationwide campaign composed of

television commercials and print ads. The national campaign is supplemented by local and

regional ad campaigns produced by the Mobilink licencees. The national print and

broadcast ads are designed to be localized.

The success of Mobilink has not only to do with its increased offerings, but also has a great

deal to do with the campaigns that Mobilink comes up with. The TV ads exude energy and

liveliness, and an expressive color and lightning palette, the high frequency and visibility

makes these advertisements noticeable which results into increased brand awareness and

brand loyalty boosting sales.

Strong Brand Ambassadors: Mobilink in its advertising went on a different route (now

copied by competitors) by starring the most charismatic superstars in its advertisements.

The tested method of having a pretty face holding a Jazz card makes its advertising

campaigns booming. Strings, Vaneeza Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim

Akram, and Shahid Afridi are some of celebrities associated with Mobilink.

The Indigo Campaign: In its Indigo campaign, Mobilink has made a conscious effort of

strongly placing it on the “image” platform and mapping it in the prospects mind making it

a prestigious brand. Interestingly, it re-enforces Mobilink’s early perception of being the

brand for the image conscious (peer leader) which gives the impression that Indigo is an

‘enhanced’ step further in this direction.

The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilink’s image to

the masses and is more on the ‘functional’ platform. When competition was introduced in

the Pakistani market, It was at this point that the true evolution of prepay began. It was

more than apparent that every single customer was important and every single subscriber

was vital. Almost immediately, the marketing and advertising improved; and a more

conscious effort was made towards trying to reach out to every aspect of the consumer

market. At first, Mobilink went a slightly different route, and instead of targeting the large

youth market, continued to use it’s tried and tested method of having a pretty face holding

a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the

competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff

wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to

slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz

Octane, a package ‘designed for the communication needs and lifestyle of the Pakistani

youth segment’. The belated foray of Mobilink into the youth market has met with

promising early success, and the new package offers quite a bit. The early success of

Octane has not only to do with its increased offerings, but also has a great deal to do with

the campaign that Mobilink came up with. Perhaps most effectively and symbolically, the

ad showed an old woman embracing the youthful abandon that Octane is shown to offer. It

can be argued that the old woman’s name is Mobilink.

Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met

tremendous success.

The Mobilink World Campaign: Mobilink World being the value added service brand for

Mobilink has been started with an elaborate campaign with TV advertisements and print

ads.

Sales PromotionMobilink uses different types of sales promotion

method such as:

Consumer promotionsIn order to kindle greater and quicker purchases Mobilink is carrying out the following

consumer promotion activities including special deals such as:

Indigo Freedom Plan: this deal offers certain benefits of which two are:-

o Friends & Family: This feature is available to the customers on any three Mobilink

numbers (Jazz and Indigo) which can be added into F&F list by calling the help line at 111.

o Local Rates: According to this freedom plan across Pakistan, all call, across all

networks are charged as local calls.

Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to

its consumers. An example of its current bonus offer is:

o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers.

Recharging their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free

airtime (if the customers have not recharged in the year 2007).

　

　

Business and Sales Force PromotionsMobilink also carries out business and sales force promotions on frequent basis.

Specialty Advertising: Mobilink uses certain items imprinted with its logo as well

advertising messages such as calendars, caps, radios, mugs, and candles. These items are

given as gifts to customers by salespeople.

Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate

the sales force to put in greater effort.

Trade Shows: mobilink actively participates in trade shows in order to enhance its

business promotions. It took part in the usual trade-show presentations

of Asia Pacific Billing and RevenueManagement Week. This event has a particularly

interesting through line of taking services to understand markets. Topics like ‘Increasing

Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans for low

income markets were discussed in detail. The speakers included individuals from Mobilink

GSM in Pakistan and Telemig Celular in Brazil.

Event SponsorshipTo enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie

premieres, concerts, sports events and community welfare. A few events sponsored by

Mobilink are given below.

Golf Organized for Premium Consumers by Mobilink Indigo Brand

On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament

exclusively for Mobilink’s corporate customers. The golf tournament was organized at the

Islamabad Golf Club by Mobilink Indigo Club. It aimed at bringing the top executives from

the corporate sector at one of the most popular greens of the city. Expressing his views on

the Indigo Club tournament, Zouhair A. Khaliq, the President and CEO of Mobilink said,

“Needless to say we are the leaders in the telecom sector, but this does not stop us from

doing more for our customers, we strive to set higher standards for all in the business.

Through Club Indigo we ensure the maximum level of customer satisfaction for our

corporate accounts and establish concrete relationships through tailor-made services and

special offers for our major clients.”

Club Indigo is responsible for building relationships with its exclusive clientele, through

superior customer services.

　

Other Sports Events

Recently Mobilink also held an invitational tennis tournament in Karachi and has organized

and sponsored various sports events across Pakistan, including cricket and Polo

tournaments, providing quality entertainment to its customers.

Direct MarketingMobilink also uses direct channels to reach its customers without using marketing

middlemen. These channels include direct mail, catalogues, tele marketing as well as e-

marketing. Mobilink also uses a very unique technique to reach its customers directly.

SMS MarketingMobilink uses SMS marketing to send messages directly to customers. SMS marketing

creates one-on-one communication with the market. Mobilink management believes that:-

“Today’s　consumers　are　mobile　and　today’s　marketing　must　reflect　that.”

As SMS is one of the largest platform to reach consumers and almost every mobile phone is

SMS enabled, this method has 100% penetration. SMS targets end consumers directly via

their mobile phones and compels them to take action in order to enjoy a promotion, thus

increasing the success rate of the brand. Plus, SMS is also a cost-effective way to

communicate.

Electronic MarketingMobilink finds it electronic marketing very important and highly accountable.

　

Mobilink’s WebsiteMobilink has paid special attention to the “context” & “content” of its website to encourage

repeat visits.

Mobilink’s website not only has attractive design and layout but is also very interesting and

easy to navigate.

　

Context:The alluring color scheme used in the layout of website make it worth navigating.

The choice of color itself has a table to tell.

Indigo: a combination of basic blue suggests the vibes of blue dream.

Red: illustrates passion of blood.

The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the

brand ID. The logo which is not only Influential & Exhilarating but a sure head turner and

is doing wonders in touching hearts and assuring absolute strength in the brand.

Content:The content is also the heart of the website. It includes:

Info

o News

o Weather

o Business

o Mobilink GSM updates

Fun

o Mustt Tones (polyphonic tones)

o Double mustt tones (true tones)

o Music Videos

o Wallpapers

o Greeting Cards

o Java Games

o Animation

o Today’s Special

o Color Logos

o Mobile themes

Sports

o Cricket Updates

o Football

o Golf

o Tennis

o Others

Media

o TV Commercials of Mobilink

Tools

o Yahoo

o MSN

o Google

o MSN Messenger

o Hotmail

o Gmail

Online Ads and PromotionsOnline ads and promotions tools such as banners ads and search related ads are being used

by Mobilink GSM. These ads are placed on targeted and frequently viewed websites.

Banners are also placed on related websites such as those which support web to SMS. For

example “smspk.net”

　Mobilink’s Sales ForceSales force serves as the companies personal links to the customers. Mobilink fast paced

growth is fueled by the foundation of innovation and the relentless work of 4000 dynamic

team members.

The sales force members are some of the best talent in the country and can be

distinguished from others on the basis of their convincing power. The have the passion and

the spirit to challenge the norms, and so they are the part of winning team.

Sales Force Objective:

The chief objective of Mobilink’s sales force is not only to encourage sales but also to

diagnose customer’s problem and to propose an effective solution thus satisfying them

completely. They play a strong role in improving customer profitability.

Sales force StructureMobilink’s sales force manages following types of sales force:

Technical and Application Engineers

Service Personal

Distributor Sales Force

Sales Force CompensationMobilink has attractive compensation packages for

its sales force. Along with a fixed amount i.e. salaries, they are also offered variable

amounts such as lucrative commissions. Benefits such as paid leaves as well as accident

benefits are also offered to the sales force.

　

Training the sales RepresentativesSince Mobilink realize that a professional sales force

plays a key role in developing and growing customers, it trains its sales representatives to

effectively convince the customers by using effective screening techniques.

Success Factors of Mobilink

Mobilink is still the Market Leader and its success factors include:

Innovative Products

Excellent Customer Services

Best Coverage among cellular operators

　

Conclusion　

　After the great research and paper work we are of opinion that a lot of people have shown their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first.The motto of the company is “Connecting People" and “Reshaping Communications”

Mobilink is proud to be the leader in telecommunication industry.　

SUGGESTIONS&

RECOMMENDATIONS　

SuggestionsWe have a lot of suggestion for the company. Some of them are:Mobilink should work on network improvement.As far as their charges are concerned they are a bit expensive as compared to their competitors so we suggest that the charges should be reduced.Mobilink should attract maximum customers and satisfy them.