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.