PTCL MarketinG

8/6/2019 PTCL MarketinG

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Principle Of Marketing

Final Project

Submitted by:

Ali Zulfiqar (BBA 02103040)

Salman Saleem (BBA 02103237)

Waji-ul-Hasan (BBA 02103235)

Omer-bin-Khalid (BBA 02103038)

HarisMumtaz

SohaibMansoor

Section C

Submitted To:

Sir, Zesshan

Lahore Business School

(LBS)


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Pakistan Telecommunication Limited (PTCL)

Overview Organization

Historical BackgroundAbout Company

Vision

Mission Statement

Firm Customers

Business Description

Product & Services

SWOT AnalysisOrganization ChartMarket Mix

Change Address

Bill Procedure

Bill Amount

Package

Activation

CONCLUSIONS


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Overview Organization:

Pakistan Telecommunication Company Limited (PTCL) is the largesttelecommunicationcompany in Pakistan. This company provides telephony services to thenation and still holds the status of backbone for country's telecommunication infrastructuredespitearrival of a dozen other telcos including telecom giants like Telenor and China Mobile.

The company consists of around 2000 telephone exchanges across country providinglargestfixed line network. GSM, CDMA and Internet are other resources ofPTCL,making it a giganticorganization. The Government of Pakistan sold 26% shares andcontrol of the company toEtisalat in 2006. The Government ofPakistan retained 62% ofthe shares while the remaining12% are held by the general public.

Historical Background:

1947 Posts & Telegraph Dept established 1961 Pakistan Telegraph & Telephone Deptt.

1990-91P

akistan Telecom Corporation 1995 About 5% ofPTC assets transferred to PTA, FAB & NTC. 1996 PTCL Formed listed on all Stock Exchanges ofPakistan. 1998 Mobile(Ufone)& Internet(PakNet)subsidiaries established. 2000 Telecom Policy Finalized 2003 Telecom Deregulation Policy Announced

2006 Etisalat Takes OverPTCL's management


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About Company:

From the humble beginnings ofPosts & Telegraph Department in 1947 and establishment ofPakistan Telephone & Telegraph Department in 1962, PTCL has been a major player intelecommunication in Pakistan. Despite having established a network of enormous size, PTCLworkings and policies have attracted regular criticism from other smaller operators and the civilsociety ofPakistan. Pakistan Telecommunication Corporation (PTC) took over operations andfunctions from Pakistan Telephone and Telegraph Department underPakistanTelecommunication Corporation Act 1991. This coincided with the Governments competitivepolicy, encouraging private sector participation and resulting in award of licenses for cellular,cardoperated pay-phones, paging and, lately, data communicationservices.

Pakistan Telecommunication Corporation adventured on its path of development in December1990, as it took over the operations and functions from Pakistan Telephone and TelegraphDepartment underPakistan Telecommunication Corporation Act 1991. On the other hand,pursuing a progressive policy, the Government in 1991, announced its plans to privatize PTCL,and in 1994 issued six million vouchers exchangeable into 600 million shares of the would-be

PTCL in two separate placements. Each had a par value of Rs.10 per share. These voucherswere converted into PTCL shares in mid-1996. TheGovernment had a competitive policy, encouraging private sector participation and resulting inaward of licenses for cellular, cardoperated payphones, paging and lately, data communicationservices.

In 1995, Pakistan Telecommunication (Reorganization) Ordinance formed the basis forPTCLmonopoly over basic telephony in the country. It also paved the way for the establishment of anindependent regulatory regime. The provisions of the Ordinance were lent permanence inOctober 1996 through Pakistan Telecommunication (Reorganization) Act. The same year,Pakistan Telecommunication Company Limited was formed and listed on all stock exchanges ofPakistan.

The PTC was segregated into four separated units in 1996. These are as follows; Pakistan Telecom Company Limited (PTCL) Pakistan Telecom Authority (PTA) National Telecom Corporation (NTC) Frequency Authority Board (FAB)

PTCL launched its mobile and data services subsidiaries in 1998 by the name of Ufone andPakNet respectively. None of the brands made it tothe top slots in the respective competitions.Lately, however, Ufone had increased its market share in the cellular sector. ThePakNetbrandhas effectively dissolved over the period of time. Recent DSL services launched byPTCL reflect this by the introduction of a new brand name

and operations of the service being directly supervised by PTCL instead ofPaknet.


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As telecommunication monopolies head towards an imminent end, services and infrastructureproviders are set to face even biggerchallenges. Pakistan also entered post-monopoly era withderegulationof the sector in January 2003. On the Government level, acomprehensiveliberalization policy for telecom sector is in the offing.In the middle of 2005 Government ofPakistan had decided to sell atleast 26 percent of this company to some private agency. Therewerethree participants in the bet for privatization ofPTCL. Etisalat, a Dubaibased company was

able to get the shares with a large margin in thebet.

The current President and CEO ofPTCL is Mr. WalidIrshad.Last year when Government wasgoing to privatize the company therewas country wide protest and strike by PTCL workers. Theyevendisrupted Phone lines of some big Government institutions like PunjabUniversity Lahoreand many lines of public sector were also blocked.

Military had to take over the management of all the Exchanges in the country. It arrested manyworkers and put them behind bars. Thecontention between Government and employees endedwith a 30%increase in the salaries of workers. Many big change events are happening in PTCLat the moment after itsprivatization. These include the VSS (Voluntary Separation Scheme foritsemployees), ERP (SAP based), restructuring, B&CC (Billing and Customer Care Software) etc.

Another seemingly minor change waschange of brand identity (logo) that will present PTCLs new face afterprivatization, with greaterfocus on customer satisfaction and bringingabout of new advancements in telecom forPakistaniconsumers.


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Vision:

To be the leading Information and CommunicationTechnology Service Provider in the region by achieving

customer satisfaction and maximizing shareholders' value'.The future is unfolding around us. In times to come, we will

be the link that allows global communication. We are strivingtowards mobilizing the world for the future. By becoming

partners in innovation, we are ready to shape a future thatoffers telecom services that bring us closer.

Mission Statement:

To achieve our vision by having:

An organizational environment that fosters professionalism, motivation and quality An environment that is cost effective and quality conscious Services that are based on the most optimum technology "Quality" and "Time" conscious customer service Sustained growth in earnings and profitability


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FIRM CUSTOMERS:

SERVICES FOR CONSUMERS SERVICES FOR CORPORATE CUSTOMERS

SERVICES FOR CONSUMERS:These customer are households. And the nature of connection that install at home according toit and charges are charred from them according to domestic level.

SERVICES FOR CORPORATE CUSTOMERSThese are business customers such as Firms, Business Organizations, Instructions, PublicCall Office, etc. Different packages are given according to the nature and size of theOrganization.


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BUSINESS DESCRIPTION:

The Groups principal activity is to providetelecommunication services. The Group provides domestic

and international services throughout Pakistan and alsomanufactures telecommunication related equipment.


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PRODUCT & SERVICES:


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Pakistan Telecommunication Company Limited not only Provides Conventional telephonefacilities, it also offers optical fiber services to the private sector. We willbriefly discuss below the

product lines being offered by the PTCL. Basically PTCLdivide their services into two parts.

1. Services for consumers2. Services for corporate customers

SERVICES FOR CONSUMERSThese services are basically for the common users (Individual/home users) those usetelephone in their home/work place and they are basically non business users.

1. NEW TELEPHONE CONNECTIONS:As mentioned earlier, PTCL is presently the only telecom company, who provided fixedlinetelephony in the country. So whenever, any Private business concern or anyindividual needs a new telephone connection for provision of telephone service.

2. VALUE ADDED SERVICES:CLI (Callers Line Identification)Caller Line Identification (CLI): Calling line Identification (CLI) allow customers toidentify the caller before picking up the phone receiver. To subscribe to CLI services, acustomer needs a telephone set with display capability or a CLI device attached to thephone.

3. PREPAID CALLING CARDS:PTCL calling card is the most popular choice of millions of customers all over thecountry. It is now available with balance transfer facility and follow on call facility.

Fast and easy, nationwide and international access

No line rent and no Phone bills24 hours customer services through toll free number (0800-80800)

4. E-BILL PAYMENTBilling system is a part of customer services so providing connivance to its valuablecustomers PTCL launched a new billing service which is available through PTCLCalling Card This is another service from PTCL. This service is basically providingbilling solutions for the users.


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5. DIGITAL FACILITIES:PTCL offers a variety of features to digital exchange customers like:-Hotline

Abbreviated Dialing.

Call WaitingDont DisturbCall Transfer on (a) Busy (b) No Reply (c) ImmediateWake up call

Absent SubscriberCode Barring

6. PREPAYMENT TELEPHONY SERVICES (PPT)With the changing trends most telecoms are diversifying their services towards Prepaidsolutions .one of such modern era telecommunication service is Prepayment Tele Phone(PPT).It provides the facility to subscriber to load a prepaymentTelephony card against their telephone number thereby generating an account on I/Nplatform and any call made from that telephone will be charged to this account. Theservice will provide state of art technological facilities to the subscribers.

SERVICES FOR CORPORATE CUSTOMERSPTCL is striving hard to facilitate its valued corporate customers at each level of service.PTCL offers a host of unmatched services to suite the needs of the Corporate Customers.

The list of Corporate Services is given as under. For more information regarding any ofthe following services, PTCL Corporate Customer Centers can be contacted.


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UNIVERSAL ACCESS NUMBER (UAN):

UAN (Universal Access Number) service is ideal for organizations Engaged inmarketing of products or services. Here is a list of business who can avail UAN

Service.Banks Insurance Newspapers Credit Card Companies

Airlines Travel Hotels Courier ServicesShipping Lines Utility ServicesFast Food Outlets Trading CompaniesConsumerProducts Stock Brokers Companies


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VOICE MESSAGING SERVICE: (VMS)

With PTCL Messaging Service, you can have all for (or Desired) calls recorded whenyou are

absent, busy on phone or do not want to attend the calls for any reason. You can,later on atyour convenience, retrieve all recorded messages from any telephoneanywhere in the country.Security of message is ensured against eavesdropping through subscribercontrolled password.

PTCL VMS:

is designed for those who do not want to miss a call or Fax because thatcan be beneficial.Great for anyone owning a telephone or Fax, at home or business.Much more powerful andflexible than answering machine due toMessage options available in your voice mail system.

PTCL MESSAGINH PLUS:

is designed for small and medium business enterpriseshaving problems with managingtelephone message.

PTCL MESSAGING PLUS:

will definitely handle these problems for you. Advancedmessaging features save time, make youtruly mobile and increase productivity.Essential for time-conscious executives, frequent travelersand Professionalgroups.

CO- LOCATION CENTERS

Pakistan Telecommunication Company has taken land mark decision to establish colocation

centers throughout the country.

SERVICE CONCEPT

This service is basically for telecom data and I.T companies. These companies willinstall theirequipment directly in PTCL premises in ready fitted environment. Theprimary purpose is toprovide a number of resilient and centralized connection andcontrol facilities in which co-location centers communication can be located.

UNIVERSAL INTERNET NUMBER (UIN) 131

UIN 131 numbering scheme for internet services providers, represent exclusive code to

each ISP.

SERVICE CONCEPT

The concept of the service just like toll free 0800 but charges a local call for eachconnectivity attempt, UIN involves allocation of numbers to individual ISPs who arelicensed by PTA.


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VIRTUAL PRIVATE NETWORK (VPN)

Communication is the secret of success in todays highly competitive market. When it

comes to enabling your enterprise, your communication got to be instant, fast and hasslefree. The answer to this corporate need is virtual private net work.

SERVICE CONCEPT

It is an innovative and intelligent private network to integrate business/enterprises havingsub-offices with in a city or nation wide. Without necessity installation of dedicatedresources, VPN enables organization to create a private network.

DIGITAL CROSS CONNECT (DXX)

Telecommunication networks are the most important infrastructure elements of any

business today. As the businesses increasingly depend on it, quality of networks isgaining strategic importance.

SERVICE CONCEPT

PTCL offers flexible and reliable data services solutions through a high quality platformof digital leased line network.PTCL digital cross connect (DXX) network provides the

most dependable media for WAN connectivity with more than 200 nodes country wide.

ISDN BRI/PRI

It is a near broadband experience suitable for household and small/medium sized

organizations.

CUSTOMERS VIEWS ABOUT PTCL PRODUCT AND SERVICES

How are the firms product or services perceived?

Usually PTCL is the largest and monopolistic firm in nature, according to customer pointof view there is no competitor who is providing the facilities and services like PTCLbecause of these reasons:

Majority of customers are using services ofPTCL in Pakistan Wide Network High Speed Internet Provider

Wide Range of Facilities and Value added services


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SWOT Analysis:

STRENGTH

:

PTCL enjoy monopolyState of the Art International Gateway Exchanges & Satellite EarthStationslarge earningsgood quality international connectivityCustomer Base of over 4millionGovernment support.

WEAKNESS

Image Government organizationImage Lack of customer focusImage Outdated people and technology (perception)Lack of aggressive marketing

Lack of customer servicesAmbiguous management styleLack of corporate cultureSocial responsibility

OPPORTUNITY

Growth in telecommunication industryMore aware and technology understanding consumer a base that is growing at a fastrateMarket open for more number of products less dependence on single category orproductOpportunity to introduce High Value Added Products / High margin products for thenew, more aware consumerTime to establish brand loyalty, Pre-empt competitors, co-opt partners, invest intechnology and networks


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Organization Chart:


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Market Mix:


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PROMOTION

PTCL is using following components of promotional mix for the promotion and Publicity of itsproduct/services.

ADVERTISING

In promotional mix, PTCLs main stress is on advertising in print and electronic media.PTCL periodically places its advertisements in print media on services like H/Qs hotline0800-44544, Caller line identification (CLI), Voice Messaging Service, DigitalFacilities, PTCL Prepaid Calling Cards, Inquiry 17, Complaint 18, phone billcards prepaid telephone etc. to remind the customers of these services. Sometimes,corporate ads are also released to print media to mark special occasions.PTCLs Commercials on Prepaid Calling Card, CLI, Voice Messaging, DigitalFacilities etc. are also broadcast immediately on electronic media as reminders toCustomers.

SALES PROMOTION:

PTCL charges 1/3rd rates on national calls from 06:00 pm 07:00 am and local calls arefree from 11:00 pm to 06:00 am to promote the usage of its telecom network. Moreover,PTCL offers special rate packages on special occasions like Ramadan Package and EIDpackage, which offer customer reduced rates for specific timings.For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm andquarter from 6:00pm 6:00 am to attract customers to use its telephone service. Theserates result in increased revenue forPTCL and also facilitate the customers to talk totheir near and dear ones on these special occasions on affordable rates.

PERSONAL SELLING:

As PTCL is enjoying monopoly in fixed-line telephony, the Company has noProfessional sales force because the company has not felt any strong need to use theServices of a sales force for increasing the sale of its products. At the moment, PTCLsCustomer Services Centers are playing the role of sales outlets. Customers can maketelephone calls; send fax messages from these Customer Services Centers. They can alsoget connected their telephone bills and get duplicate bills from these outlets.However, with the establishment of Marketing Department in PTCL, The marketingprofessionals are now in the process of inducting professional sales force for thecompany.


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HOW DO THE CUSTOMERS LEARN ABOUT THE FIRMS PRODUCT ANDSERVICES?

Majority of the customers learn about the firms product and services from thenewspapers ads, franchises and closed ones

PLACEMENT


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The Head Office ofPakistan Telecommunication Company Limited is situated in SectorG-8/4, Islamabad, which is headed by the President. Besides, it has RegionalHeadquarters like:Islamabad Telecom Region,Rawalpindi Telecom Region,

Hazara Telecom Region Abottabad,Northern Telecom Region-I Peshawar,Lahore Telecom Region (South),Lahore Telecom Region (North),Multan Telecom Region,Faisalabad Telecom RegionSouthern Telecom Region-I HyderabadSouthern Telecom Region-II KarachiSouthern Telecom Region-V SukkurWestern Telecom Region Quetta.Switching network Central region Lahore.

These Regions provide Telecommunications services to the customers in theirrespectiveareas. Apart from these, PTCL has an Optical Fiber Construction Region Lahore andOptic Fiber System Islamabad, each headed by a General Manager to install, operateandlook after optic fiber systems/cables. In each District and Tehsil, an Exchange,Franchisor, Call Centers, Customer Care Centers are available to facilitate the customerneeds.

WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICESOF THE PTCL?

Firm point of view1- Easy availability of product and services to the customers2- Easy availability for providing basic services and value added services3- Easy complaint handling4- To cover target market

Customers Point of view1- Easy availability ofProduct and Services2- Time and Money saving3- Fast Service System and Resolve Conflict


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HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?

Try to convert your traditional channel into remote channel, and install connection onjust one call of customer.

PRICE:


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Being a government organization, PTCL is not authorized to determine the prices of itsproducts itself, the Telecom Regulator Authority viz. Pakistan Telecommunication

Authority (PTA) fixes the prices of telecom services. The process is such that wheneverPTCL intends to increase or reduce the rates of its services, it submits its Proposal toPTA for approval. PTA then calls consumers representatives, journalists and otherinterested groups for discussion on the proposal. After listening to the viewpoints of all

the interested parties, PTA gives its decision. IfPTA approves PTCLs proposal, the new ratesare enforced. It may be mentioned here that telecom technology is only technology whose ratesare on the decline with the passage of time. PTCL also rationalizes its tariff with the passage oftime. Tariff rationalization process started in 1997 as part of GoP Telecom Sector policy forprivatization of this sector. It was mainly focused on rebalancing the domestic process likeNWD, international, local call, line rent etc. Rebalancing is completed by the end of 2008 (as perTariff rates) with the objective to position PTCL for competition.


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HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRMS PRICES?

Customers react positively due to monopoly ofPTCL so they give purely positiveresponse to the prices ofPTCL.

ARE THERE ANYACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLYWITH ITS STRATEGY?

PTCL rationalizes its tariff with the passage of time in order to beat the competitors.

IS THE FIRM USING ANY MARKETING THEORY TO AFFECT CUSTOMERPERCEPTION OF ITS PRICES?

PTCL charges 1/3rd rates on national calls from 06:00 pm 07:00 am and local callsare free from 11:00 pm to 06:00 am to promote the usage of its telecom network.Moreover, PTCL offers special rate packages on special occasions like RamadanPackage and EID package, which offer customer reduced rates for specific timings. ForExample, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarterfrom 6:00pm 6:00 am to attract customers to use its telephone service. These ratesresult in increased revenue forPTCL and also facilitate the customers to talk to their nearand dear ones on these special occasions on affordable rates.

Change Address:


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Bill Procedure Chart:


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Bill Amount Problem:


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Activation:


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Package:


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Products Pic:


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Competitors:


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HOW WOULD YOU IMPROVE THE FIRMS COMMUNICATIONSACTIVITIES?1- More focus on electronic media instead of print media because there iswar of electronic media now days.2- Use cyber network for promotion


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Suggestions and recommendations for PTCL:

Leaders can do eight steps which will help them manage change efforts more successfully.These include the following:

Build an environment of trust with the employees in order to create an environmentwhere employees are more open to ideas and more willing to discuss possibilities andproblems associatedwith change.

Link the change effort to a common team value in order to help employees feel they canrelate to the change effort at a personal level. This increases the desire and motivationto change.

Articulate and communicate a clear message about why the change effort is needed andwill help the team. This links the facts and figures supporting the change to the teamvalue. Communication should frequent throughout the effort.

Establish a vision with the employees regarding the possible advantages of making thechange in order to help the team define for themselves where the change will takethem.

Collaborate for solutions with team members so that employees have the opportunity toidentify the driving and restraining forces in the change effort and identify action stepsforimplementing steps to implement the change and overcome therestraining forces.

Establish and celebrate wins along the way. The leader should actively orchestrate winsand celebrations so employees can see that the change effort is important and see thatchanges inbehavior will lead to positive outcomes.

The leader must manage performance around the change. This includes coachingthose who need support with the change, disciplining or removing those who continuallyresist the change or have decided to fight against it, rewarding positive changes, hiringemployees who have the new capabilities needed in thechange effort, etc

Constantly monitor the process and the results to ensure that thechange effort is ontrack.


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CONCLUSIONS:

No doubt PTCL is enjoying monopoly but the time is came when competition will forcecompanyto change its policies to become favorite telecom service provider in the market& keep its

current place & customer base. The actual working substances are the humanbeings .It goeswith out saying that Human resources are the most important in theorganization and so doesthe Human Resource Department .It integrate all the activitiesand functions of the company like

job analysis, recruitment, staffing, training, designingcompensation package, employeesappraisal system. Human Resource Department playsthe key role in the hiring, retention,motivation and promotion of the employees.Actually it assign the specified duties to thespecified persons in this age ofspecialization. Human Resource manager should be well versedand confident in hisfield. He should be humane, well natured and have go face readingcapabilities .All thisensures his success.He should be of the notion victory is not everything, but the way of fighting is.

Reference:


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http://www.ptcl.com.pk/

http://www.google.com.pk/#hl=en&q=slideshare&oq=slide&aq=0&aqi=g10&aql=&gs_sm=e&gs

_upl=6585l7357l2l9065l5l4l0l0l0l0l346l605l2-

1.1l2l0&fp=b68310d47e850994&biw=1152&bih=773

http://en.wikipedia.org/wiki/PTCL

http://www.scribd.com/

http://www.slideshare.net/

http://www.scribd.com/community/students

http://www.slideshare.net/presentermedia/3d-powerpoint-figures-8535223

http://www.ptcl.com.pk/pd_content.php?pd_id=88

http://www.ptcl.com.pk/financials.php?pd_id=45



http://www.ptcl.com.pk/press_release.php?pd_id=69

http://www.ptcl.com.pk/press_advertisement.php?pd_id=68

http://www.ptcl.com.pk/tv_commercial.php?pd_id=67

http://www.ptcl.com.pk/events.php?pd_id=63

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