ACKNOWLEDGEMENTS
First and foremost, we’re very thankful to Allah Almighty because without His
will and help, we would not have been able to complete this project. We are also
very helpful to Hazrat Mohammad (PBUH).
We would like to acknowledge the help of our family, friends and colleagues
because the time required for the completion of project and its report must be paid
for by them.
We owe a debt of gratitude to many people who helped us during our project and
the completion of this report.
We would also like to thank our respected teacher Ms.Mehreen Meryam who has
given us the opportunity to show our skills in this field. Her guidance and
corporation throughout this Project Report is much appreciated.
EXECUTIVE SUMMARY
The telecommunications sector at the global level is passing through rapid
technological developments and an increasingly liberal policy environment. The
same holds true for Pakistan where the sector has been exposed to reforms
witnessing a significant expansion of both fixed and mobile networks and striking
improvements in quality. Pakistan may be characterized among those Asian
economies which have partially privatized the state owned telecom sector while
deferring the introduction of full scale competition to a future time. There exists a
service competition rather than a network competition. To inculcate and strengthen
the concept of a market driven economy, the government of Pakistan established
an independent regulator with the name of Pakistan Telecommunications Authority
(PTA) in 1996.
Even though Pakistan’s number of fixed and mobile subscribers has been growing
steadily for the past six years, there is still room for considerable development.
Total tele-density reached 26.1% in June 2006, compared with 11.9% a year
earlier. Most of this growth was however generated by the very dynamic mobile
market, as the number of mobile subscribers now represents 84.6% of Pakistan’s
total phone connections, compared with 69.7% in 2005.
Telecom revenues have followed a similar growth trend in 2005-2006, with the
country’s total telecom revenue reaching US $3.2 billion, representing a growth of
30.2% as compared to 2004-2005. Pakistan’s booming telecom sector has become
the biggest contributor to foreign direct investment (FDI) in 2005-2006, overtaking
oil and gas.
Mobile has been Pakistan’s most dynamic telecom market for the last six years
with an average growth rate of 124.3%. In April 2005, two new operators launched
service, competing with the four existing operators and stimulating the market
even further. The number of mobile customers increased by 170.2% in 2005-2006
alone, to reach 34.5 million and a penetration of 22.1% was witnesses at the end of
June 2006. With are relatively low mobile penetration, Pakistan’s mobile sector is
forecasted to grow continually at an average rate of 31.6% in the next five years.
RESHAPEING LIVES
Mobilink has achieved its current market position in Pakistan through a focus on
customer service and innovation, and is recognized for its quality of service and
strong brand image. The company has now 16-years experience to operate with
GSM based mobile services in Pakistan.
INTRODUCTON TO MOBILINK
Mobilink GSM (PMCL), a subsidiary of Orascom
Telecom, started its operations in 1994, and become the market leader both in
terms of growth as well as having the largest customer subscriber base in Pakistan
- a base of over 31 million and growing. Mobilink pride themselves 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 and corporate to multinationals. To achieve this objective, they offer
both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Compared
to other 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, Mobilink also offer a host of value-added-services to their customers. At
the same time, Mobilink places high importance to its coverage, which is why they
cover you in 10,000+ cities and towns nationwide as well as over 140 countries on
international roaming service.
During the last 16 years, Mobilink has set up one of the largest
cellular networks in the country. Currently, we are covering more than 10,000+
cities and towns. This has involved an investment in the company of more than
US$ $3.3 billion. We have 66 Switches and more than 8000 cell sites and the
number keeps growing at a rapid pace. We also have deployed around 65,00 km of
optical cable.
Years of Business 16
Cities 10,000+
Investment $3.3 billion
Switches 66
Cell Sites 8000
Optical Cable Deployment 65,00 KM
Switches Nokia-Siemens, Alcatel, Huawei
Radio Base Stations Motorola and Alcatel.
Intelligent Networks Siemens
Microwave Equipment NEC and Alcatel
Operating Frequency 900/1800 MHz
SMSC Logica CMG
HISTORY AND BACKGROUND
Mobilink started operations as the first GSM
cellular Mobile service in Pakistan by Motorola Inc, later it was sold to Orascom,
an Egypt based multi-national company. As the market leader, Mobilink serves
more than 31.6 million subscribers, representing a market share of 38.5% (as of
March 2008).
Orascom is considered among the largest and most
diversified network operators in the Middle East, Africa, and South Asia. Orascom
Telecom is a leading mobile telecommunications company operating in seven
emerging markets with GSM networks in Algeria (Djezzy), Pakistan (Mobilink),
Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and Zimbabwe
(Telecel Zimbabwe). Orascom is dedicated to providing the best quality services to
its customers, value to shareholders and working in a dynamic environment with
its nearly 20,000 employees.
Orascom group is also diversifying its service
portfolio in Pakistan by setting up new businesses and also expanding through
acquisitions. Recently, they started offering DSL broadband through a wholly
owned subsidiary, Link.Net. Company is in place for launch of wireless broadband
service through WiMax based technology. Mobilink is now the second WIMAX
internet service provider in Pakistan. Technology is backed by Alcatel, and
company is using ZYXEL Customer Premises equipment. In addition to Mobilink,
the Orascom group also owns TWA (Trans World Associates) which operates an
undersea fiber optic cable from Karachi to Fujairah, UAE.
Mission statement:
Every company has some mission. So Mobilink has
“To be in the leading telecommunication service provider both domestically and
internationally.”
Mobilink’s Vision:
Mobilink’s is working in the market to become the primary
service provider of all communication needs of subscribers in Pakistan‚ supported
by exemplary customer care. Their vision is
"To be the leading Telecommunication Services
Provider in Pakistan by offering innovative Communication solutions for our
Customers while exceeding Shareholder value & Employee Expectations".
Objectives:
Mobilink is working with the objective:
“To penetrate into the corporate sector and reach
the high revenue generating customers through dedicated services and offering a
complete range of telecom services.”
Mobilink’s Brand Values:
Mobilink brand values are:
Total Customer Satisfaction:
Customers are at the heart of our success. They have
placed their trust and confidence in us. In return, we strive to anticipate their needs
and deliver service, quality and value beyond their expectations.
Business Excellence:
We strive for excellence in all that we do. We aspire
to the highest standards and raise the bar for ourselves everyday. This commitment
to delivering world-class quality translates into unmatched service and value for
our customers and all stakeholders.
Respect for people:
Our relationships drive our business. We respect and
esteem our employees and all stakeholders. We believe in teamwork,
empowerment and honor.
Corporate Social Responsibility:
As the market leader, Mobilink recognize and fulfill our
responsibility towards our country and the environment we operate in. We
contribute to worthy causes and are dedicated to the development and progress of
the society .
Organizational Structure:
Mobilink is well defined of the organization. Each
department has its own head. The employees of each department are responsible to
fulfill their respective assignments and to give results to the head of department.
Head of departments are accountable to CEO.
Organizational Structure Chart:
President
Chief Information
Officer
President President President Chief President President
Sales Marketing Customer Technical corporate Human
Services Officer Affairs Resource
s
Executive Executive Executive Executive Executive Executive
Manager Manager Manager Manager Manager Manager
IT
Manager Manager Manager Manager Manager Manager
Strategies:
Mobilink has developed fully functioning and implemental strategies
that have proved them to be the market leaders for a decade now, and this is not it
they are still competing to the best despite of all the growing competition. They
have the biggest network in Pakistan thus providing the vastest coverage and the
best packages. Their organizational design has been a success as it focuses on a
flexible environment and practical policies. The company while formulating
strategies takes all company departments into account. The company has a clear
mission, objectives, strategies and policies. All the decisions are made
independently in each of these departments.
Culture:
Mobilink especially kept the culture factor in account so that the end
product and service is according to the needs, wants and demands of consumers.
They have a strong culture in their organization. Culture that provide supportive
working environment to their employees, take care of their participants and all the
employees working in the relation-bond culture.
Honesty
At Mobilink the most important value that is promoted within the company is
honesty. It is required from the employees of the Mobilink that they not only deal
with their colleagues with honesty but also deal with suppliers and customers of
the company.
Punctuality
The company is promoting the values like punctuality, hardworking, participation
and honesty. All these values have strong support from the top management of
Mobilink. Even the top executives like chairman, managing director and executive
director of Mobilink come in office in time.
Company's identity card
Rules and regulations of the Mobilink are equal for every one, like there is
restriction on the employees of the company to attach their company's identity card
at the front of their dress. So this rule is for all even for the owners and director of
the Mobilink. It is the matter of immense pleasure for the employees to be the part
of Mobilink.
System:
They have the best infrastructure. They are using information systems
which are keeping them updated with customers and market trends.
Style:
The style of management is very flexible. They are making teams to work
together and they are paid on their performance addition to basic pay.
Technology:
Mobilink have effective and efficient R&D department because they know
the need of new technology and innovation in this industry.
Professionalism:
Mobilink promotes a highly professionalism and competitive environment;
this is the factor that makes the organization grow at such a high pace.
Authority:
Authority has defined broadly in the Mobilink. Mission statement, quality policy,
goals, objectives and short term planning is demonstrated and communicated
among the employees to all over the company
Policy Formulization:
Policymaking is one of the very important aspects of any organization. When there
is no policy, no strategies, no rule, no regulations what will ultimately be. It's
obvious that all things will end up in a chaos. So as to prevent this chaos Mobilink
HRM department has also set up certain policies so as its proper running. A book
lit of policy is made in which all the policies are clearly mentioned. These are not
given to any visitor to read out in fact it's some what confidential also.
Dress code
Which is most probably concerned with the lower level employees like the watch
man, security guards, the people who are more concerned with doing work outside
the organization are bounded to wear a proper dress code to represent their
organization.
Code of conduct:
The behavior of employee with employee. Attitude of manager with employees
and with staff. Decent and formal code of behavior conducted through out the
organization to maintain a peaceful environment.
Off day policy:
Like if in a week there are two holidays and if any employee works in those days
they are rewarded for this deed. They are provided with a facility of extra working
charges, free meal, pick and drop service.
Mobile credit policy:
Every employee is given free credit hours to call. This is done according to the
ranks in organization.
MOBILINK PRODUCTS:
The product offered by Mobilink is a system by which you are
constantly in touch where you might me. It allows you free movement but a feeling
of constantly being in touch.
Mobilink main products are:
1-JAZZ 2-Indigo
Jazz:
Jazz is Mobilink prepaid convenience that is backed up by the promise
of service, service and more service. Not only is it simple to use but it also offers a
host of revolutionary products and features that make communication fun and easy.
It’s packages are
• Jazz 1
• Jazz 1+1
• Jazz budget
• Jazz easy
• Jazz ladies first
• Jazz octane
• Jazz Jabba
Indigo:
Mobilink indigo, The Ultimate Postpaid Experience Indigo is postpaid
brand from Mobilink. Mobilink offer number of packages for postpaid connection.
Mobilink Indigo has special corporate plans to meet every need of corporate
clients. With a large number of companies trusting on Mobilink network and
services, they are confident of their ability to deliver excellent quality customer
service. They have Develop Performance Management and reward systems as
underlying our Business strategy. Its packages are
• Freedom Unlimited
• Talk Fiesta
• Indigo bundles
• In-flight Roaming
• Ir offers and Updates
• Direct Debit
Services:
Mobilink is offering a large number of services to its customers.
(1)Mobilink World
(2)GPRS
(3)International Roaming
(4)RBT Tunes
(5)Club Red
(6)Multimedia Messaging Service (MMS)
(7)Bolo SMS
(8)Caller Line Identification (CLi)
(9)Conference Call
(10)Missed Call Alerts (MCA)
(11)Mobilink TV
(12)Mobilink Share
(13)Mobilink Advance
(14)Mobilink Corporate SMS
(15)Holy Sayings
(16)Car Bazaar
DEPARTMENTAL RESPONSIBILTIES &FUNCTIONS
Strategic Planning Department:
This is where all Mobilink's business plans
are set to meet the goals and objectives of the company. This department sets the
planned activities and aims of Mobilink so that all efforts are converted into
results. It deals directly with Mobilink's alliances in the most professional way to
ensure excellent long term business relations.
STRATEGY PLANNING CHART:
HEAD OF STRATEGY
PLANNING
Strategy Analyst Planning Executive Planning Executive
Business Communication Department:
This department initiates & manages all of
Mobilink's commercial relationships. Involved directly with Sales and marketing,
this department works seamlessly with the other departments to deliver exceptional
services and products to both our old and new customers, thereby ensuring the
highest level of customer satisfaction.
Project Management Department:
All Mobilink's projects are managed here
by a highly knowledgeable business - oriented team. The Project Management
Department is responsible for allocating the projects' tasks to the respective
department and then delivering the project to the third parties once done.
Operations & Customer Care Department:
Where all day to day issues are deal with high
professionalism in order to ensure all the services are operating smoothly. The
operations department deals with all the region's operators to make sure that all our
third parties are being served with high efficiency. From operations to customer
care here is the true image of Mobilink!
IT Department:
Mobilink cannot provide cutting edge technology without
the best IT personnel. Therefore, Mobilink recruits only the best IT experts from
all over the world. Our IT infrastructure is 100% reliable for the fact that we use
high tech solutions with clustering and load balancing facilities to maintain our
applications and data solutions.
Creativity & Content Management Department:
Mobilink believe in educating people to use technology.
They sense the responsibility to keep our market informed of the latest wireless
trends and that's the essence of Marketing. This is also where all ideas are created
and managed to give Mobilink its true identity.
Finance & Accounting Department:
This department ensures that Mobilink meets its fiscal and
fiduciary responsibilities. The Accounting Division handles payrolls, accounts
receivable and payable, and responds to any related issue from the mobile
operators and third party companies. The Finance Division works with the
Business Department to manage Mobilink's budget, implement sound financial
policies and handle all treasury functions.
Administration & HR Department:
Mobilink's HR department ensures that only and only the
highly skilled are recruited. It also establishes and maintains healthy internal
communications and provides sufficient training to everyone with respect to
Mobilink's ethical and professional standards. Administration is responsible for the
maintenance of offices and building, travel arrangement and janitorial services.
.
Training & Development at Mobilink:
Mobilink has a great emphasize on the training
and development of their employees in order to make them able to the changing
needs of the environment. Trainings may be on the job training or off the job
training.
On the job trainings
• Class room trainings
Off the job trainings
• Special seminars
• Employees are sent abroad for special trainings.
Motivational techniques at Mobilink:
The company considers its employees as their
valuable assets. In order to motivate the employees the company uses various
techniques.
Money
The company uses money as a motivation for its employees. If the employee
performs well then he or she is given a special bonus. Also at the end of the year
the company gives certain bonuses to all the employees. When an employee travel
put of city for the company’s work he is given an allowance for travelling as well.
Benefits and allowances
A number of benefits and allowances are enjoyed by the every permanent
employee of Mobilink, apart of their basic salary they are entitled for a medical
insurance for them selves and their dependents. They also enjoy the facility of life
insurance and provident fund.
Appraisals
At the end of every finical year, the employees’ performance is evaluated. At the
start of a year 5-7 objectives are defined for each employee. These are defined
mutually by the employee and the line manager. At the end of the year, the
employee is evaluated on the basis of whether he/she has achieved those
objectives. The appraisals are filled in front of the employees so they do not have
any grievance about it. MBO technique is used by the company for performance
management. Supervisors do the appraisals and then discuss it with the employees.
Staff Cricket
Cricket matches are arranged for the employees. Inter departmental matches are
conducted to motivate the employees and to develop team spirit in them.
Compensation At Mobilink:
Annual bonuses are given.
Special bonuses awarded at every level of the organization.
Traveling expenses are given by the company.
Unlimited Medical services to all employees.
Demo lines to Mobilink employees.
Company cars are given to senior level employees.
SOCIALLY RESPONSIBLE
Mobilink is known for its exemplary contribution to the local
economy and environment. Ever since its launch in Pakistan, Mobilink has targeted
its social obligations in every possible manner and bringing smiles to many faces.
Mobilink Foundation:
Mobilink has a history of responsible business conduct.
They strongly believe that real business success is not just about profits measured
in numbers but also, as importantly, about how those numbers are achieved. Our
corporate strategy reflects their commitment to sustainable business practices and
balancing responsibility alongside growth and productivity.
The establishment of the Mobilink Foundation in December
2009 is a reflection of the commitment of Mobilink and its employees to benefit
the community in which they operate. The Mobilink Foundation is a grant-giving
organization, which provides support for the local community not only financially
but also through dedicated volunteer hours. The Mobilink Foundation supports
projects focusing on two main areas:
Education
Health
Foundation vision is free access to education for children
and primary healthcare for all Pakistanis. They seek to promote a country in which
all children go to school and people have access to primary healthcare, irrespective
of their financial strength and background. They aim to bring about sustainable
improvements to the living standards of the underprivileged by working with the
local community and relevant organizations within Pakistan.
For the first time, Mobilink has published a Corporate Social
Responsibility Report to provide an insight into their social responsible activities.
Mobilink Flood Relief Efforts:
Pakistan is encountering one of the worst natural disasters in its
history in the shape of devastating floods. In this difficult time, millions of our
brothers and sisters immediately need our help and
support. Together, Mobilink and Orascom Telecom has committed more than Rs.
236 million towards flood relief in addition to contributing thousands of volunteer
hours. This to date is one of the largest relief initiatives from the private
sector. Mobilink has been recognized by the Overseas Investor’s Chamber of
Commerce and Industries (OICCI) as top donor in flood relief amongst member
companies.
Mobilink has donated prefabricated sheets worth Rs. 140 million to
WHO which will be used as Health Units across Pakistan. In addition to these
shelters, Mobilink with the support of Orascom Telecom Holding has committed a
comprehensive relief-package, worth Rs. 85 million for the flood affectees.
Additionally, over Rs. 10 million have been raised by Mobilink employees through
their salaries and friends and family; SMS donations, and other private donors.
Our teams have reached more than 16,600 families in far-flung
areas including the surroundings of Multan, Muzaffargarh, Nowshera, Layyah,
Charsadda, Swat, Thatta, Sukkur, D.I. Khan as well as smaller towns and
villages across Pakistan. We are now providing dry food rations such as flour, oil
and lentils as well as non-food items including towels, kitchen utensils and hygiene
kits to facilitate the rehabilitation process. We hope to further enhance these efforts
with your support.
SWOT ANALYSIS
A SWOT Analysis is a method for examining the Strengths,
Weaknesses, Opportunities, and Threats facing a business. It can give you insight
into your company's position in the competitive arena.
KEY STRENGTHS:
Mobilink’s aim is to be perceived not only as a telecommunication operator of
voice services‚ but also as a universal provider of comprehensive communications
services for both the individual and corporate customers. They strive to provide an
optimum level of support and care through their highly skilled and motivated team
of professionals‚ along with a focus on maximum network coverage and
connectivity.
The Network and its coverage:
Based on its untiring efforts to produce a quality product‚Mobilink has provided
the most state of the art network that encompasses the following characteristics:
End–to–end solution from the world’s number 1 vendor.
Tailor–made network for Pakistan's geography‚ climate and subscriber patterns.
Congestion–sensitive engineering solutions to provide best clarity 24 hours.
Largest historical rollout in Pakistan and aggressive expansion plans to cover every
corner of Pakistan.
Fully redundant network with a robust design to cater for future needs.
Highly advanced network that is EDGE compatible‚ 3G–compatible and has
measures in place for a soft switch and media gateway architecture.
Service beyond Comparison:
At Mobilink ‚ customers are served with the mindset that they are their most
important stakeholders for the organization. Mobilink offers the best voice quality
and state of the art GSM & GPRS network.
The reliable and accurate billing system of Mobilink endows a
sense of contentment to its subscribers through its transparency. Furthermore‚
customers have the convenience of selecting from multiple billing options‚ which
are designed to facilitate different individual and corporate usages.
Mobilink has qualified and highly trained sales and customer
services team to provide round–the–clock dedicated support to its customers.
Corporate lounges are set up at its 24 fully–equipped sales and service centers‚
where a customer–friendly environment has been created to provide personalized
care to its corporate clients. Other than the offices and business centers‚ an
extensive network of franchises at significant locations‚ kiosks and mobile units
also ensure easy and convenient accessibility to its subscribers.
Innovation:
Mobilink is committed to providing a superior level of professional services to all
its customers – before‚ during and after the deployment of their leading solutions.
Mobilink has changed the landscape of telecom services in Pakistan by providing
the following innovative solutions – all for the first time in Pakistan. Most
competitive packages with choices for each consumer market.
1–second‚ 30–second‚ 60–second billing options.
On–net and off–net free minutes
Customizable voice and VAS packages
GPRS Roaming and SMS Roaming
Cricket updates
Mobilink mobile games
Anonymous chatting via mobile phones
786 services
Mobile TV
WEAKNESSES:
Coverage issues causing customer irritants.
Lacks of customer focus approach.
Call rates are very high.
There is a negative image among local users about the company’s post paid
services.
Expensive International Roaming.
OPPORTUNITIES:
The network coverage can be improved.
Increase the number of subscribers by being more proactive.
Make tariffs very flexible to attract people.
International roaming can be made cheaper by interacting with foreign
telecom companies.
Make its advertising more effective so that the message clearly comes
across.
THREATS:
Competitors within the industry, for instance. Telenor,U phone etc.
Mobile number portability(MNP)
Policies of ruling authorities(PTA)
Threat of new entrants because of the boom in the business cycle.
Threat from PTCL and Wireless telephone service providers (PTCL,
WorldCall)
Changing global trends such as increasing Mobile and Internet usage.
Competitors:
Keeping in view size and position of Mobilink in industry it trying to provide
greater customer value and satisfaction than its competitors do. The main
competitors of Ufone, WARID and Telenor.
Competitive Advantage:
Mobilink being the pioneers of introducing cellular networks in
Pakistan established themselves as the major cellular company of Pakistan.
Covering almost every city of Pakistan. According to them they provide that kind
and level of services and coverage which others can’t. They properly take care
about the privacy of their customers. They have the variety of products according
to the needs of their customer.
ACHIEVEMENTS
ISO 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 130 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.
Mobilink GSM's 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.
PROMOTIONS
Media opted for promotion:
Mobilink use all the media to promote their products such as
TV, internet, billboards, newspapers. They advertise in all leading newspapers like
Dawn, Jung, and News etc.
Material used for promos:
Mobilink is using two types of promo materials which are:
Offset (in franchise)
• Table toppers
• Wall danglers
• Sly on
• Holdings
Digital
Advertising:
Mobilink has a wide range of advertising campaigns in various countries
.The point is that the image they want to convey is the same; they just use different
personalities in different cultures to get their message across. They continuously
advertise for their new products to make their customers aware of the new product
and its features. In Pakistan Mobilink is using Waseem Akram, Shan, Vina Malik
and Muamer Rana as their brand ambassador.
Public relations:
Mobilink pay a lot of attention to make good public relations. In
everyday operations, one or two public relations staff in every outlet and franchise
is available to answer customers’ questions and to guide them.
Management of Mobilink
President and CEO
Rashid Khan
Chief Information Officer
Tariq Rashid
Head Of Human Resources & Administration
Sadia Ahmad
Vice President Sales
Jahanzeb Taj
Vice President Marketing
Bilal Munir Sheikh
Vice President Customer Services
Mustafa Peracha
Vice President & Head of Broadband Business Division.
Naeem Zamindar
Vice President Corporate Affairs
Agha Qasim
Chief Technical Officer
Ramy Reyad Kamel
Vice President/ Chief Strategy Officer
Mr. Aamir Ibrahim
MAJOR COOPERATE EVENTS
Mobilink is awarded with CSR award for its social responsives actions.
Mobilink has taken a keen interest in the local talent of Pakistan. This is part of a
new strategy to support the growing youngsters and to help foster creativity and
talent in youth. Mobilink HUNT FOR HEROES Designed to find exceptional
talent from all parts of the country including the remote and far flung areas with
the help of specialized PCB coaches, Mobilink Hunt for Heroes Cricket program
attracted over 12,000 young and budding cricketers from 52 districts.
CEO of Mobilink starting a campaign GREEN PAKISTAN by planting a tree with
the joint venture of Hawaii for the protection of environment.
CONCLUSION
As we have seen that Mobilink has greatest market share
providing its efficient services from many years and was the pioneer of moblile
connection services in pakistan. Despite of nerves recking competition in telecom
industry, it has maintained its quality services all over it operates. It has greatest
competitive edge over others as it has very vast area coverage which mainly
contribute to make it the consumer’s preference.
We can rightly attribute all its achievements and successess to
its management efficiency and effectiveness which can plan well by being market
responsive thus making strategies which leads to increase its acceptibiliy.It has
assigned duties by placing the right person at the right place and also has an
efficiently designed organogram which enables them to provide quality services to
its customers while maintaining its profitability.
It has also designd various techniques and programs to
motivate its employees to do their best.In addition to all this, to maintain standards
they have well defined standards and in case of deviation from it suitable
corrective meaures.
Mobilink is giant is this the reason that they are still expensive
as compare to other companies like Ufone and Telenor. As people relay on
Mobilink services that’s why Mobilink still charging high rates people specially
business class hesitate to switch to other cellular company.
Currently mobilink is facing great threat from its competitors
which are giving attractive packages at very less rates and penetrating rapidly into
the market which was all grabbed by Mobilink initially.Mobilink customers have
started to switch to other networks for these reasons particularly because of its high
rates.
Still Mobilink has the greatest market share but to maintain its
competitive edge and to keep with pace of market it has to make its network better
and should revise its rates by offering attractive,competitive packages.As the
mobile phone industry in pakistan is going to saturate it has to plan and take
actions more prudently to retain its market share and to become able to increse it.