Mobilink Pakistan

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Assignment # 03

Submitted to: Sir. Tanvir Jafri

Sec: MBA (4, A)

Submitted by:

SAAD AHMED SIDDIQUE FA10-MBA-047

ZAHEER AHMAD FA10-MBA-051

KHURAM RASHEED FA10-MBA-042

SAEED KHAN FA10-MBA-054

TEHSEEN ATHAR FA10-MBA-034

MUSADIQ KHAN NIAZI FA10-MBA-029

HAFIZ SHAHZAD-UL-HASSAN FA10-MBA-056

MUDASIR ZIA FA10-MBA-013

Mobilink Pakistan

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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 30million and growing. Mobilink is the first cellular

service provider to operation a 100% digital GSM technology in Pakistan that also provides

state-of-art communication solutions to its customers.

Mobilink Pakistan is the leading Cellular Company which has 10 Million Subscribers

nationwide. Mobilink is the biggest Cellular Company in Pakistan. Mobilink introduce cellular

networks in Pakistan established themselves as the major cellular company of Pakistan. Covering

almost every city of Pakistan. Mobilink is giant is this the reason that they are still expensive as

compare to other companies like Ufone and Warid Tel.

“MOBILINK MISSION“

“To be a superior communication service company in Pakistan which provides the best value to

its customers, employees, business partners and shareholders?”

”MOBILINK VISION“

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

Communication solutions for my Customers while exceeding Shareholder value & Employee

Expectations”

Objective:

To be No. 1 in all its mobile businesses

Continue to capture more market before competitors arrive.

To increase market share up to 70% this year

To achieve turnover of 20% in 2005

To provide customer with best value for spending and service at low cost

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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 to their customers.

Jazz is an amazing prepaid service that allows freedom from monthly bills and gives complete control over the customer’s 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

VALUE ADDED SERVICES

GPRS Mobilink Mustt Services SMS Messaging Power Tools Chat Services Dedication Services Power Tools Mail Services Info Services IVR Ring tones/Logos On 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 networking Pakistan with over 250 franchises/national distributors (dealer’s 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.

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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 24hours.

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

CORE COMPETENCE

People at Mobilink believe that their Research & development department is its core competence along with their workforce i.e. their employees. Mobilink is basically a customer-oriented company and it always comes up with new features and products. It surveys the markets and modifies its products according to the requirements and preferences of its customers. Mobilink has relatively rapid product development processes that allow for timely updating and release of new products. It was the first cellular company in Pakistan, which started working on 100% GSM technology. At the end of the year 2005, Mobilink crossed its target of reaching up to 10million customers. At this achievement, all the employees at Mobilink got a month’s salary as bonus in December 2005.

Mobilink Pakistan

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Corporate Level Strategy

As their corporate level strategy, they have entered into partnerships with different organizations.

On the basis of findings, it appears that for the past few years (1999-2003), Mobilink had a focus

on internal growth. All this is evident from the fact that since the deregulation of the mobile

service industry of Pakistan, Mobilink has undertaken various efforts to ensure that it changes its

stance from concentrating on its existing market to growing its market presence. The main

reason for this change is mainly to keep up with the competition and to retain and increase its

market share. This transition is obvious in Mobilink repositioning itself and hitting the market

with a new face with the catchphrase “Reshaping communication”

Joint Promotional Agreements with Various Organizations:

Jazz member Get Member: Opportunity for customers to become the brand’s ambassador

and at the same time earns Rs. 400 in airtime. The new Jazz customer will also get

Rs.100 free airtime.

Mobilink Nokia 9500 offer

MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand and the

world’s leading car rental company to offer discounted car rental rates(locally as well as

internationally) to all Mobilink post-paid customers. Foreigners visiting Pakistan using

the Mobilink network for cellular services were able to receive a 20% discount on Avis-

Car rental Service.

Mobilink and UBL launch online bill payment facility for Indigo subscribers

MOB- Motorola V3 launch

Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Control connections to

all Citibank Credit Card members)

Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at Mobilink

service center at Awami Markaz, Karachi. The kiosk was set up in collaboration with

Mobile Zone. It gave customers the added convenience of purchasing quality hand sets of

leading manufacturers such as Nokia.

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Business Level Strategy

As 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:

Mobilink 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.

Distinctive Product Features:

Value added services

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 100countries around the

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

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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).

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 its products on the upper strata of the

society. That is why its rates are higher than its competitors, Ufone, Warid, Telenor, etc.

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Functional Level Strategy

Sales and Marketing:

Mobilink also carries out business and sales force promotions on frequent basis.

Specialty Advertising: Mobilink uses certain items imprinted with its logos 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 Revenue Management Week. This event has a particularly interesting through

line of taking services to understand markets.

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 achieve this objective, they offer both

postpaid (Indigo) and the prepaid (JAZZ) solutions to their customer.

The marketing department immediately identifies and responds to the customer needs

Comes up with interesting marketing strategies which include advertising

Mobilink‟s Sales Force:

Sales 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. They have the passion and the

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

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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 Structure:

Mobilink‟s sales force manages following types of sales force:

Technical and Application Engineer

Service Personal

Distributor Sales Force

Direct Marketing:

Mobilink also uses direct channels to reach its customers without using marketing middlemen.

These channels include direct mail, catalogues, tele marketing as well ase-marketing. Mobilink

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

SMS Marketing:

Mobilink 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.”

Electronic Marketing:

Mobilink finds it electronic marketing very important and highly accountable.

Mobilink‟s Website

Mobilink 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

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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 raise the bar for myself

every day. This commitment to delivering world-class quality translates into unmatched service

and value for my customers and all stakeholders.

Trust & Integrity:

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

environment, and by honeying my commitments. I take personal responsibility 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 all stakeholders. I

believe in teamwork, empowerment and harmony.

Responsible Corporate Citizen:

As the market leader, I recognize and fulfill my responsibility towards my country and the

environment I operate in.

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.

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Expanding the Total Market:

Mobile 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 Share:

The 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 marketingmessage

Context and time relevant marketing medium

Instant response mechanism delivering true one to one communication

A digital medium enabling deep campaign measurement and analysis

Distribution Strategy:

There 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.

Mobilink Pakistan

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BCG GROWTH-SHARE MATRIX

Star - (High Growth, High Market Share)

Jazz One

Cash Cow-(Low Growth, High Market Share)

Jazz Ladies First Mobilink Indigo

Jazz Budget 

Question Mark-(High Growth, Low Market Share)

Ja z z E a s y  

Dog-(Low Growth, Low Market share)

Jazz Octane

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SWOT ANALYSIS

Strengths:

Mobilink is an acknowledged market leader of all the companies of its kind

Only cellular service in Pakistan to provide coverage on the M2 motorway.

Pioneer in GSM service in Pakistan

Number of customers is more as compare to any other mobile service provider in

Pakistan.

Highest market share not only in terms of number of subscribers but also in terms of

revenue.

Mobilink short message service center allows Vehicle Tracking and Fleet (VTF)

Management services.

Large number of corporate customers

Economy of scale

Mobilink and Muslim Commercial Bank have made a combined effort in order to

maximize the ease and the satisfaction of their respective customers by offering them all

banking services from their very own mobile handset.

The network service of Mobilink is distributed over a wide area.

Mobilink provides good service to its customers.

The customers of Mobilink are very much satisfied; therefore it is the biggest strength.

Mobilink has a distinctive competence

It has adequate financial resources

The company has good competitive skills

Mobilink has effective product innovation abilities

Increased brand equity

Premium brand image

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Jazz Advance

The company has hired well-qualified and able employees in all its departments.

The services of Mobilink are wide spread such that you can see many small outlets in

every market area.

Weaknesses:

Mobilink provides costly services to customers as compared to other mobile companies

Sometimes the network is busy and over loaded which results in poor connectivity

Customer services centre is not providing good quality services

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

Mostly process are not efficient in the routine jobs

There is no proper software available for Inventory system

Opportunities:

Before start of more new companies can target as many new customers as they can

Can lower prices to make business difficult for new companies

Mobilink is completing field-testing and certification of its General Packet Radio Service

(GPRS) products; targeted to a market that delivers Internet Protocol packet services to

over 650 million GSM subscribers

Mobilink can expand its target markets and enter new market segments

This company has faster market growth so its must try to introduce such packages that

attract more and more customers

Being a market leader they can make head to head competition to their competitors and to

make them out of market

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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:

New market players are coming in near future.

New companies can offer packages for corporate customers in better way.

Wireless local loop service providers too targeting areas which are less developed.

Current price war may reach at a position where only brand names survive.

Due to expensive quality of service now a day’s customers can shift to other companies.

After PAKTEL is captured by china, it introduced many new packages which attract the

consumer more than any other.

USP while Mobilink is now thinking about that technology

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

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Tows Matrix of Mobilink

STRENGTHS WEAKNESSES

OP

PO

RT

UN

ITIE

S

As market leader it can target more & more customers.

Due to running in economies of scale, it easily lowers prices to prevent new entrants.

It can target due to high financial power & competitive skills in those cities and villages, where coverage of no other company can reach.

As it has a good brand image, it has introduced such packages that have increased the company revenue with more customers.

Currently providing not good quality service because of changing their network from 900 MHz to 1800 MHz, so it may lose its customers.

As Mobilink provides expensive call rates to customers as compared to other mobile companies that also have a bad impact on company.

As sometimes the network is busy and over loaded, it negatively affects the brand image.

Call disconnectivity is too much, that irritates the customers.

TH

RE

AT

S

Due to high recourses it can easily remove threats of other competitors.

It easily met the challenges appeared after PTCL & PAKTEL privatization.

It has ability to work in highly competitive environment that has created after new companies entrances.

PAKTEL has great threat after privatization that is not so easy to handle.

U.fone that has also large number of customers and being subsidiary company of PTCL is a big threat on it.

WARID & TELENOR have also strong background which enables them to fight with exiting company effectively, so it also has a threat on MOBILINK Company.

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Mobilink external-environment Analysis

The Mobilink external-environment includes their external customers, agents and distributors,

suppliers, our competitors, etc. The country forces affecting the environment e.g.; Political

forces, Economic forces, Socio-cultural forces, and Technological forces are the part of the

external environment.

Political Factors

Environment is investor friendly telecommunication sector is under de-regulation. Monopoly of

PTA will be going to end at the end of 2005. Before WTO (World Trade Organization)

implementation government already took steps in de-regulation of telecommunication sector.

If the political environment of Pakistan is stable in the then country will be doing excellent on

economic front. But now the political environment of Pakistan is so much disturbed, so there are

some problems like licensing for installing boosters and towers, use of frequency and other

interlinked matters of Mobilink are affected by it.

Economic Factors

Mobilink should consider long term and short term state of a trading market. Inflation is

controlling by state bank and under strict eyes but unemployment rate is going up and up with

the increase of level of poverty, it shows that Mobilink is also affected economically by these

economic factors of Pakistan and their sales are less.

Socio-Cultural Factors

As Pakistan is an Islamic country and people are very strict in case of Islam any thing against the

philosophy of Islam on either print or electronic media are treated as against Pakistan.

Most of the people dislike anything extra-ordinary or something which interrupt their culture or

subculture. Telecommunications Companies who are targeting upper-end of market mostly

published and aired their advertisement in English language are not attracting their customers.

That’s why Mobilink made their ads in the National Language of Pakistan and their ads fully

reflects the culture of the Pakistan.

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Technological Factors

Telecommunication companies have technology with which they can compete in the Pakistan

and now companies are investing in their infrastructure to not only expand but also to upgrade

their existing structure.

Currently Mobilink is the company who is providing Multi-media Messaging Services (MMS),

General Packet Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks,

Conference Calling, Wallpapers, Animated pictures Polyphonic ring tones, Mobile Internet

(WAP), and Voice Mail at low price and Telenor is proving an addition feature that one can see

TV channels on their cell. Mobilink other new services are CITI Mobilink credit cards, Mobilink

Internet Connection and Blackberry connection.

So, these technological factors also affect the sales of the Mobilink against their competitors as

they provide more technological services, but the high class or business class use their services,

although their rates are high but high class afford them and use them.

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PORTER FIVE FORCES

Rivalry among Competing Firm

Mobilink has the following competitors UFONE, WARID, ZONG, and TELENOR. The intensity of competition increases as the no of competitor increases, and the competitor become more equal in size. Rivalry also increases when customer may switch to UFONE or other connection when cost is high. This is the major issue that the management of the company has to face all the times.

Potential Entry of New Competitor

Barriers to entry may let some competitor to enter the market but Mobilink do not have any threat from such competitor because they use current technology and do not compromise on their technology. Mobilink manages the counter moves of new entrances by leverets¶ in its prices of call rates and attractive packages to all its customers all the time to restrict the new entrants.

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Potential Development of Substitute Products

There is a potential development of substitute’s product because all the competitors are provided almost same services at cheep rates as the Mobilink is providing so in order to be the most attractive it has to cover all those areas where the competitors have not yet covered in order to b the leading and the most favorite company of its users.

Bargaining Power of Suppliers

Employees are the suppliers of Mobilink they do not bargain with Mobilink as they are loyal to the organization and Mobilink is provided them maximum facilities so that they remain in connection with the company and show the commitment in the best way they can with the company. This will be the real competitive edge of the company.

Bargaining Power of Customers

Customers do not bargain with Mobilink because their packages and services are fixed on all the Mobilink franchises. So the main point of focus should be that the rates should be attractive for the customers.

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Recommendations:

Mobilink should provide less costly services to their customers so that the rival

companies cannot reach to its standard

They should try to improve their customer service centers for customer’s satisfaction

Mobilink should target those areas which are less developed for providing their services

Mobilink should offer less expensive packages to the customers otherwise customers will

switch off to other cellular brands

They should try to provide good quality service and resolve the problem in connectivity

because it irritates the customer

Try to lower their call rates because it creates a bad effect on customer

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

New competitors are entering into the cellular market so Mobilink should improve their

services and offer attractive packages to hold their customers

Another important thing is the positioning. Mobilink should give more attention to their

brand image in the minds of customers because nowadays customers attract to brands

They should provide better packages for the corporate customers

Their internal environment should be as strong so that they will perform well in a highly

competitive environment

MOBILINK should give keen attention towards the proper training of the employees

about the newly implemented systems

Refreshing courses will help the organization to float smoothly

Mobilink should improve its customer care services being the largest service provider

around the nation.

MOBILINK mostly give attention to interpersonal training while they must consider the

technical side of the work as well

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Innovation in technology Lower SMS rates to other networks To cover all of those sites where other operators have coverage while Mobilink doesn’t To provide more training programs for technical employees Improvement in Customer Services Employee retention plans needs to be more efficient Should introduce new brands GPRS service should be improved 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 are

facing 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 and strongly

emphasize on employees retention Try to make up to date my staff with the latest state of the art tools and techniques to run

each business domain Strong interdepartmental communication which is lacking and Provide equal opportunity

for growth in each department 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 powerful

tools of advanced databases Eliminate the culture of “yes boss” and to encourage the two way communication with all

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

Human resource department is not fully authorized to take all the decisions. There are many HR decisions that are taken by the other department. So, there should be a clear delegation of authority regarding decision making for HR department

Employees were not aware of the in depth policies so employees should be consulted while policy formulation stage

Benefits and rewards are too complicated for anyone to understand Mobilink should simplify its reward system for its employees to understand well

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Mobilink pursues Zero-tolerance policy for disciplinary actions. This is good but not in all cases. Mobilink should look towards its discipline polices and try to be a bit more lenient

Mobilink HR lacks in terms of career planning and development. This important function of HR does not have recognition in Policies’ statement. Mobilink should have a look at this.

The decision making is delegated to managers with goals set for each term promotion, hiring and firing is virtually in the immediate boss’s hand. This practice can cause disharmony among employees for power. Team based structure (like throne at PMO) should be preferred in all departments

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Recommended strategy

Diversification Strategy

From swot analysis we came to know that Mobilink is having very god position in market and it

is the market leader in telecom industry but with passage of time there asr more competitors who

is entering. So mobilink is facing many threats but still it is trying to maintain its position in

market due to its brand loyalty and its image set I the mind of customers and also having lots of

strength in organization which makes its one of the best organization. So it is better time for

company to go for diversification and go back to growth stage.

Cost Cut Strategy

Mobilink should use standardized technology and equipments in order to achieve low cost

service process. They should also be more focused towards the quality of operations being

carried on out their. Although it’s not a long-run strategy, it is the strategy to get the profits or

benefits for short-run.

Horizontal Integration

They should acquire their competitors in order to achieve horizontal integration because we see

many players in the telecommunication sector including Ufone, Telenor, Warid and Zong in the

mobile phone sector.

Vertical Integration

Mobilink makes Sims and its black berry from Motorola. So if Mobilink go in backward

integration and manufacture its own Sims it would give more edge to the company. So company

become independent and it will not come in pressure of suppliers.