Internship Report on World Call Multimedia

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					Internship Report on World Call Multimedia




                In the name of Allah,
                 The most beneficent,
                  The most gracious.
                 By time, man is in loss
                Expect those who believe
                   And do good works
               And exhaust on each other
                 To truth and patience.
                        (Al-Asr)


                Worldcall Multimedia Ltd.
                            DEDICATED TO
                 I dedicated my work to my honorable
               Parents and respectable teachers, whose
                        Magnificent devotion to our
                  Studies encourage us to achieve this
                                    Landmark.

                     ACKNOWLEDGEMENT
All glory and honor is for Allah, the Supreme Being who bestowed profound
perseverance and ability on me to accomplish this work.

I express my profound and cordial gratitude to offer thanks to my learned, kind and
experienced teacher, Syed Khurram Ali Jafri , for his valuable guidance, constructive
comments and continuous encouragement through out the Internship period..

                           Executive Summary
  This report is based on Worldcall Multimedia Ltd. Worldcall Multimedia Ltd is A
 service providing company(like internet, TV Cable, wireless phone etc) . Worldcall
 Multimedia Ltd has a reputable history in this field. In this report I discussed about
          the work of Marketing Department of Worldcall Multimedia Ltd.

                                      Contents
Corporate Profile……………………………………………………………………….1

Management Team……………………………………………………………………..5

Investors & Partners…………………………………………………………………....6

Worldcall Multimedia Ltd……………………………………………………………...8

Vision…………………………………………………………………………………..9
What is Broadband? ……………………………………………………………....….. 10

Departments…………………………………………………………………………...12

Organizational Hierarchy ……………………………………………………………..14

Financial Position……………………………………………………………………...16

Offerings of Worldcall Multimedia Ltd……………………………………………….21

Areas of Services………………………………….…………………………………...21

Area Offices…………………………………….……………………………………...22

Area Offices operational activities………….…………………………………….……22

Distribution Strategy……………………......………………………………………….24

Internet timeline of Pakistan………………..………………………………………….25

Market profile………………………………..……………………………………….. 28

Core Competencies………………………...….………………………………….……29

Differentiation ………………………………………………………………….…...... 30

Segmentation ………………………..………………………………………….......... 30

Key success factors ………………..……………………………………………........ 30

Pricing Strategy………………………………………………………………………...31

Competitors……………………………………………………………………………..32

Comparison with competitors…………………………………………………………..35

Advertisement tools…………………………………………………………………….36

Push or Pull Strategy……………………………………………………………………36

SWOT Analysis………………………………………………………………………....37

BCG Growth Share Matrix……………………………………………………………...39

PLC……………………………………………………………………………………...40

Duties Assigned to Me & Kind of Work I Performed…………………………………..41
Corporate Profile
Worldcall Telecommunications Group began life in 1995 when First Capital Securities
Corporation Ltd started incubating Worldcall Payphones, now Worldcall Communications
Limited. The next few years were spent in expanding payphone network across Pakistan,
creating new businesses and drawing investor attention to the value of Worldcall businesses.

And now, there are 141,000 payphones all over the country and Worldcall holds the largest share
with 22 % of the market. Today, they are number one, and pioneers in franchised payphones

In 1998 Prepaid Calling Cards were launched by Worldcall phone cards under the brand name
"Hello". In the private sector HELLO is number one and again the first. In the following year the
group established dial-up internet services through Worldcall Dot Com. In 1999 Worldcall
Telecom Lanka established the group’s first overseas presence when payphone operations were
established in Sri Lanka. Today, they operate over 1200 payphones in Sri Lanka.

In 2000 Worldcall Broadband established a Hybrid Fiber Coaxial (HFC) network in Lahore by
the name of "Magic", thus becoming the first Multi service operator in the country, providing
cable television and cable internet. In Cable Television in Lahore, Worldcall was the last entrant
and by far the largest. In 2003 they launched a state of the art HFC network operation in Karachi
branded Worldcall Broadband Limited. Phase 1 of the project, covering Defense and Clifton is
complete and over the next eighteen months the project envisions a fiber network all over
Karachi.

Group Companies

Currently the following companies are under the Worldcall group and operate each in their
specific field.

                      1. Telecommunications/Media/IT


• Worldcall Communications Ltd.

• Worldcall Phonecards Ltd.1

• Worldcall Multimedia Ltd.

• Worldcall Broadband Ltd.

• Worldcall Telecom Lanka Ltd.

• Worldcall Telecom Ltd.

• Worldcall Internet Solutions Ltd.

• Worldcall Dot Com Ltd.2
• Total Media Ltd.

• Media Times Ltd.

• World Press Ltd.
                       2. Financial Division



• First Capital Securities Corp.Ltd.

• First Capital Equities Ltd.

• First Capital Investments Ltd.

• First Capital Mutual Fund Ltd.

• Lanka Securities Ltd.

• Shaheen Insurance Co Ltd.

• Equity Partners Securities Ltd.



                       3. Property Division

• Pace Pakistan Ltd.

• Pace Super Mall Ltd.HYPERLINK "http://www.worldcall.com.pk/?ContentID=94"

• Pace Woodlands Ltd.

• Pace Towers
                       4. Press Releases


                                    Business Plus


                                    Daily Times


                                    World Press Limited



Future Expansion and Initiatives
Expansion
Worldcall plans an aggressive expansion in all its existing businesses. Internationally
Worldcall is evaluating other opportunities in infant regional markets with similar profiles
like Bangladesh, Sri Lanka etc. as well as international markets that have become
telecom hubs for these regions like UK, US, Hong Kong, Australia & Singapore.

New Licenses / Businesses

Worldcall's strategy is to position itself in advance to gain a first mover advantage in various
communications businesses. Pakistan Telecommunications Authority (PTA) issued licenses for
LDI and LL to Worldcall on the 14th and 16th of July, 2004.

New Licenses - Local Loop (LL)

Worldcall was awarded this license on 16th July, 2004 and was the first new entrant in this
segment. It will offer voice services utilizing its HFC network to ensure access to the last mile.
Worldcall then plans to expand this business using alternate technologies as well.

LL (telephony) service providers will offer telephone connections either by laying cable or
through wireless technology. Worldcall will provide customers with additional telephony
choices, better quality of service, attractive pricing plans and a new set of features such as
conference calling, call-waiting, call forwarding, free-phone (0800 service), and the like.

Worldcall will launch telephony services using the following:

               Worldcallwill be the first to launch telephony to its Cable customers in
               Lahore and Karachi in addition to Cable TV and Broadband Internet
               services as a true multi-service offering;

               Telephony
                         & Broadband Internet over copper (Multi Service Access
               Nodes - MSAN);

               Wireless   home telephony with limited mobility

New Licenses - Long Distance & International (LDI)

Under the deregulation process, the PTA has issued Long Distance and International (LDI)
licenses. Worldcall, already a leading player in the telecom market is a natural contender for this
license and has become one of the first companies to acquire the said license. Worldcall was
awarded the license on 14th July 2004 and services has started in November 2004. Worldcall has
selected state of the art-technology to offer next generation services and will be the first operator
to deploy a full Next Generation Network (NGN).

Contracts for equipment supply and network deployment have been finalized with leading
international telecom vendors including Siemens, Cisco and Nuera. Worldcall LDI network will
cater to the needs of different market segments by offering competitive voice and value added
services tailored to their individual requirements. With the Worldcall LDI network in place, the
end customer will be able to get better quality of service and care.

Worldcall is investing in scalable & flexible NGN solutions providing cost effective and future
proof investments. This means lower fixed and capital expenditure and more efficient structures
creating lower operating expenditure, better quality of service, more competitive products, quick-
to-market and new revenue rich services.

New Licenses – Wireless Local Loop (WLL)

Worldcall has completed all preliminary work for successfully launching the services across
Pakistan at very attractive pricing and quality of service after grant of license by PTA. Worldcall
plans on deploying a Third Generation capable Network CDMA 2000 1X and will be offering
Fixed Telephony, Limited Mobility Telephony and all the latest value added services like ; SMS,
MMS, GPRS, Push-to-talk, EMS, etc.

Management Team


                  1. Chairman & CEO
Salmaan Taseer


                  2. Managing Directors


                  Mian Ehsan ul Haq - Financial Sector


                  Shaan Taseer - Multimedia BroadBand Karachi & MSAN


                  3. Group Directors


Muhammad Shoaib - Technical


Shahid Mahmood - Information Technology


Dr. Ahsan Hameed Malik - Communications & HR


Sardar Ali Wattoo - Finance


Kamil Aziz - Business Development


                  4. Group Financial Controllers


                  Arif Kitchlew - Media, Property & Financial ServicesNaveed Tariq - Telecom
                      5. Executive Directors


Babar Ali Syed - Worldcall Telecom Limited


                      6. Chief Operating Officers


Razzaq Paracha - Worldcall Communications


Yasin Joyia - Worldcall Multimedia


Adnan Aslam - Worldcall Broadband


Rashid Shafi - Wireless Local Loop


Moeed Rehman - Pace


                      7. Audit Committee


           Shaan Taseer


Chairman


Muhammad Shuaib Yousaf


Muhammad Naveed Tariq


Investors & Partners

Due to its performance, the group has been able to develop strategic partnerships in Pakistan and South Asia. Our international investors/partners
include the following groups:


                      Sheikh    Sulieman Ahmad Said Al-Hoqani of Oman


                      Al   Juffali group, of Saudi Arabia


                      Hollard   Group, South Africa


                      Hayleys    Group, Sri Lanka


                      Bank    of Ceylon, Sri Lanka


                      Merchant    Bank of Sri Lanka


                      Shaheen     Foundation


                      Saudi   Pak
                     Pak   Kuwait Investment Co. Ltd


Technology Partners / Vendors

                     Samsung



                     Schlumberger



                     Scientific   Atlanta Inc. USA


Worldcall Multimedia Ltd

Worldcall Multimedia Limited (“WML”) is the first-ever broadband infrastructure deployed in Pakistan to provide interactive
multimedia services through hybrid fiber coaxial (HFC) network in the city of Lahore. This is a 65,000 house pass project that began
offering 80+ crisp TV channels to its customers in December 2001 and high-speed Internet-over-Cable service has recently started
as well. WML is currently servicing around 36,000 Cable TV & over 4,000 Internet-over-Cable subscribers. Other value added
services such as VoIP / telephony, pay-per-view, video-on-demand, distance learning, security and data network services will be
added gradually subject to relevant approvals. Their brand name “World of Magic” is reflective of the company’s commitment to fill
their customers’ world with the magic of infotainment. Their service gives the subscribers the opportunity to be entertained by a wide
range of engaging channels in English, Urdu and Punjabi: Movies, sports, news, documentaries, music, children programs and other
entertainment and information content. Other value added services include Software downloads, MP3 streaming, Online Multiplayer
Gaming, Internet Radio & Video Streaming through their website www.magic.net.pk.


Sponsors of Worldcall Multimedia included FCSC, Worldcall Communications & Cairnwood Global Technology Fund. After a major
restructuring to bring local operational telecom companies in the group under one umbrella, WCL now holds 99.9 % shares of WML.
Worldcall Communications is in the process of acquiring the balance shares of WML after which WML shall become a wholly owned
subsidiary of WCL.


                                                              Vision

    Worldcall Multimedia Limited is committed to achieving the highest quality in all that it does. Our endeavor is to
    consistently satisfy our customers, shareholders, fellow employees, and communities by giving them the best
possible services. Being the pioneers of providing Broad Band services and Cable TV on fiber optic continue to strive
   for providing state of the art technology in order to bring Pakistan at par with the most advanced countries in the
                                                               world.


What is Broadband?
Broadband is the term used to describe internet services that are much faster and more powerful than home connections. Until now,
these 'dial-up' connections have been the most available and affordable forms of internet access, but now there are broadband
ptions in many areas so it is worth knowing what is out there to decide when to make the switch. New services using your existing
telephone lines, for example, can allow you to access the internet and make a telephone call at the same time, meaning your friends
don't have to get an engaged tone when they try to ring you any more just because someone in the house is always on the internet!


                     1. How fast is fast?
OK, so we all know broadband internet means fast internet. But how fast is fast? Is it just as good simply to buy a whizzy new
modem and carry on dialling up, for example? While there is no single precise definition of broadband or broadband speeds, there
are some generally accepted features. First, however, you need to understand how internet speed is measured. A standard home
computer modem these days operates at a maximum speed of 56k (precise speeds can vary due to congestion on the internet and
other factors, but that is what it is capable of in perfect conditions). 56k (sometimes seen as 56Kbps) means 56 'kilobits per second'.
What's a kilobit? Just over 1,000 bits. What's a bit? It's the most simple element of digitised data - a 1 or a zero, which are the
building blocks of all computer data. So, a modem can send around 56,000 bits of data every second down the line. This might
sound like a lot, but as users of dial-up modems know, it can seem awfully slow as one waits for the 50th photograph on a page
crammed with images to download just as someone else in the house is waiting to use the telephone. And this is just the maximum
speed - sometimes modems seem to freeze up altogether or you have problems connecting to your ISP. So how fast must a
connection be before it is called broadband? Some say 128Kbps, others 512Kbps. Certainly 512Kbps is fast enough that accessing
websites seems instantaneous. But all agree that even higher speeds of at least 2Mbps - Megabits per second, or just over a million
bits - will be needed before services involving live video beamed over the internet will become practical.


                     2. Speed isn't everything.




Broadband is not just about higher speeds, though. There are other things to recommend it. Most types of broadband internet
service are 'always on' - in other words, you don't have to keep connecting and disconnecting, you can just sit at your computer and
start surfing the web whenever you like. As we have already mentioned, they also usually allow you to make phone calls at the
same time as using the internet, sometimes with several phone lines as well - a real godsend in households where some people
love the internet and others love the phone! Finally, faster speeds mean not only that you can retrieve web pages faster, but that
you can start to use the internet in new ways which are simply not worth trying with a slow connection. You can listen to TV and
radio over the web; watch 'web casts' of your favorite pop group; and send holiday snaps to friends and family with ease. Small
businesses can also find it's much easier to work both inside their offices and with external customers and partners with broadband
connections.


                     3. What You Get when You Use Broadband?


                                          Fastest Internet speed


                                          Latest music


                                          Latest games


                                          Crystal clear movies


                                          Free your phone (no busy phone)


DEPARTMENTS

          1. Administration & Security
This department is responsible for housekeeping, controlling logistics, security of offices & network and liaison to authorities like
WAPDA. The basic problem encountered by the department is the security of the scattered network.


          2. Advertising Sales & Content


This department sells media and air time to companies and ad agencies. Content editing is also performed by the department.
Restrictions imposed by the government on the content are the barriers on the performance of the department.


          3. Customer Care


This department is responsible to record customer complaints, forwarding them to the specific department and giving feedback to
customers. Problems arise when there are more number of calls then the number, call center can handle.


          4. Finance & Accounts


This department performs activities like accounts keeping, financial analyses and forecasting, banks dealing, procurement
management, inventory recording, cash collection and cash distribution. The basic problem faced by the department is field
inventory damage evaluation.


          5. Human Resources


This department performs recruitment, training, appraisal, salary and discipline of employees. Inappropriate attendance system
creates problems for the department.


          6. MIS


This department performs software development, Local Are network operations & maintenance and value added services
management. Problems are encountered when virus attacks happen.


          7. Sales & Marketing


This department is concerned with sales management & enhancement, collection & recovery of revenues, distribution management,
and brand promotion. Problems are faced when government imposes restrictions on content relayed, which lemmatize sales growth.


          8. Technical


This department is responsible for network design, installation, transmission & maintenance and repairing of equipment. Problems
are usually faced in maintenance and repairing of field network.



                                         Organizational Hierarchy

                                                 Financial Position

Offerings of Worldcall Multimedia Ltd
                               Cable TV (CATV)

                               Internet Cable (IOC)


                               Advertisement


                               Dial up


                               Hello calling card


Areas of Service

Currently Worldcall Multimedia Limited is selling its services to the following areas in Lahore.


                               Allama Iqbal Town


                               Cantt, Cavalry Ground


                               Davis Road, Egerton Road


                               Defence Housing Authority


                               Faisal Town


                               New Garden Town


                               Gulberg


                               Model Town


                               Muslim Town


                               Samnabad


                               Scotch Corner, Zaman Park


                               Shadman


                               Shahjamal


                               Tech Society


                               Upper Mall
Area Offices

Area offices are built in central areas for customers’ convenience, where customers can pay bills and go for any technical help. Area
offices are present in the following areas.


                               Allama Iqbal Town


                               Cantt.


                               Defence Housing Authority


                               Gulberg


                               New Garden Town


Area Office Operational Activities

Following are the activities performed by an area office.


                               To follow and monitor the monthly sales targets (CATV/IOC) assigned in the respective area for
                               new and already lit-up areas.


                               To acquire the map of the newly lit-up area with marked node/ cluster boundaries before initiating
                               sales in that area.


                               To divide/ assign the sub-areas to the Sale Executives for sales through the orientation on map and
                               in the area physically.


                               To assign accounts/ customers to the IOC Accounts Executives for collection and to assign house
                               pass for the new sales.


                               To assign the Sales Executives (CATV/ IOC) with monthly and daily sales targets in their respective
                               sub-area.


                               To carry out the audit of the respective area to check the illegal connections and to take the
                               necessary preventive measures.


                               To ensure the installation at new connections should be upto the required standards.


                               To provide the detailed survey of the area in respect of total house pass detail, income group
                               residing in the area, competition in the area.
                                To provide the complete detail of head-ends operating in the respective areas. The comparative
                                analysis of the competitors in terms of price, channels, service, subscribers etc. and strength and
                                weakness of the competitors.


                                To keep a complete track and reporting of conversions made during the month.


                                To maintain and present the daily Sales (CATV/IOC) reports at the standardized format on daily
                                basis.


                                To prepare and present the graphical, analytical and comprehensive report of all the sales activities
                                by the end of every month.


                                To present the report regarding the installation requirements, theft and network tempering every
                                month.


Distribution Strategy

Worldcall Multimedia Limited has wisely made use of its network by extending lines to areas where it can’t operate directly.
Distributors have been appointed to provide CATV services. Distributors install their own webs and maintain by themselves by
paying certain percentage to Worldcall Multimedia Limited. Worldcall Multimedia Limited establishes its authorized sales outlets in
the existing offices distributors on following conditions;


                                           Prime location of distributor’s office in the locality.


                                           The signboard and other office fixtures to be provided by the Worldcall Multimedia
                                           Limited.


                                           Distributor will display and sell Worldcall products at its outlet like PCO, calling cards,
                                           Dial-up cards, CATV and IOC sales booking forms, Daily Times, Advertising for CATV etc.


                                           Distributor is required to install at-least 2 phone lines for customer care.


                                           The customer care number in the distributor area to be publicized by the distributor.


                                           All the POS material for all products will be available with the distributors.


                                           The addition of services will increase the business and potential to increase revenue for
                                           distributors


INTERNET TIMELINE OF PAKISTAN

1991


                     X.25 Packet Switched Public Data Network (PSPDN) introduced by PTCL.
       Tariffs are high, service is low, but in principle one can get connected to the young Internet.


1992


       Pakistan's first email node established at HEJ Research Institute of Chemistry, Karachi University.


1993


       Imran.Net starts offering its commercial e-mail service.


       SDNPK, a UNDP project, starts the first reliable e-mail and news group service.


1994


       First DNOPs (Data Network Operators) licenses issued by GoP.


1995


       .pk domain comes into existence.


       Digicom offers first commercial Internet Service. A 64Kbps link. Rs100/hr.


1996


       PTCL starts its Internet service.


       Pakistan Telecom Act Approved by Parliament & PTA formed.


       ISP licenses issued by PTA.


       PTCL signs for SMW-3 fiber optic cable spur touching Karachi.


       LUMS becomes first educational institution in the country to have own Internet connectivity.


1998


       ISPs mushroom across the country, followed closely by cyber cafés.


       PTCL introduces multi-metering of Internet calls despite public outcry.


       PTCL, under consumer and industry pressure, stops multi-metering of Internet calls.


       Formation of Internet Service Provider's Association of Pakistan (ISPAK).


1999
       Universal Internet Numbers (UIN) starting with digits 131 allotted to ISPs.


       New tariffs for international bandwidths using fiber (SMW-3) bring shared IP international bandwidth to
       US$6000 per month, for 2 Mbps.


2000


       Pakistan's first IT Policy formulated.


       GoP’s Universal Internet Access scheme allows more than 1,000 cities, towns and villages to dial ISPs in the
       nearest city at the cost of local call.


       SMW-3 fiber optic cable commissioned.


       Broadband cable introduced by Worldcall in Lahore.


2001


       PTCL establishes new Internet bandwidth service through the newly introduced Pakistan Internet Exchange
       (PIE) with attractive price tags, but no quality of service guarantee.


2002


       PIE starts blocking Internet telephony and pornographic websites.


       Government sets up Virtual University.


       Pakistan Educational Network connects 56 national universities with a high speed optical fiber network.


       PTA issues determination unblocking Net2Phone and other VoIP services.


2003


       Pakistan's first geo-stationary satellite, PAKSAT-1, becomes operational.


       PTCL Monopoly lapses on Jan 1 – on paper.


       PIE network goes down to crawling speeds 63 times in two months.


       PIE blocks access to SA Tribune, a Washington based news website, critical of the GoP. Ministers deny the
       blocking.


       PTCL bandwidth rates are dropped from US$ 6,000 per 2 Mbps to US$ 5,400 per 2 Mbps.


       FLAG's virtual pop activated.
                      PTCL signs 1st service level agreement with ISPs on FLAG circuits.


                      Internet subscribers hooked to about 45 ISPs in Karachi suffer owing to break in fiber cable of PTCL. Internet
                      remains ‘down’ for 19 hours.


                      Ministry of Information Technology and Telecommunication announces the De- Regulation Policy for the
                      Telecommunication Sector.


                      GoP announces plans to give away porn-blocking software.


Market Profile (Pakistan)

Internet usage has been gaining ground in the past few years in Pakistan. Recently BBC reported that there are about 200,000
internet users at the beginning of 2002. This number has been growing with the increase in the number of cities that are now on the
World Wide Web. On last count the number of cities in Pakistan that had Internet access was 521. Below is the breakup of the
number by state:



                        Punjab                                           255
                        Sindh                                            103
                        N.W.F.P                                          94
                        Baluchistan                                      67
                        Gilgit                                           1
                        Federal (Not a state)                            1
Following are some more facts given in the survey.


                      Computer ownership per 100 inhabitants 0.41


                      Telephone lines per 100 inhabitants 2.44 (Working) and 3 (Installed)


                      Internet hosts per 10,000 inhabitants 0.78


                      Internet cafés/telecentres per 10,000 inhabitants 5


                      Internet users per 100 inhabitants 1.16


                      Fiber connectivity from 120 cities to 200 cities


                      Internet services from 29 cities to 582 cities


          But now in 2005 the number of cities having access to the internet have cross the boundary of 1000 cities in the
          Pakistan.


Core Competencies
Core Competencies of Worldcall Multimedia ltd are as


                                       Very Big Network. urrently Worldcall Multimedia Limited is selling its services to the
                                       following areas in Lahore.


                                                                                 o Allama Iqbal Town


                                                                                 o Cantt, Cavalry Ground


                                                                                 o Davis Road, Egerton Road


                                                                                 o Defence Housing Authority


                                                                                 o Faisal Town


                                                                                 o New Garden Town


                                                                                 o Gulberg


                                                                                 o Model Town


                                                                                 o Muslim Town


                                                                                 o Samnabad


                                                                                 o Scotch Corner


                                                                                 o Zaman Park


                                                                                 o Shadman


                                                                                 o Shahjamal


                                                                                 o Tech Society


                                                                                 o Upper Mall


                                       Worldcall is using Hybrid Fiber Coaxial (HFC)


                                       Worldcall is the first company which introduce term broadband in Pakistan in 2001


Differentiations
Along with up given core competencies Worldcall Multimedia Ltd is has also taken edge over its competitors on the following
grounds.


                    On Door Billing


                    Computerized billing System


                    Call Centers for its customers


                    Well Trained and fully equipped technical teams.


                    Compensation for downtime


                    Strictly follow the Govt. rules and regulations


                    Three services on a single modem


                    IOC is independent of telephone lines and uses the existing HFC network installed


                    Neither service offers unlimited Internet connection at WML rates


                    ISP’s like Brain Net is laying down fiber optic cable in selected areas of Lahore like;


                                         o Gulberg (Main Boulevard, Hafeez Center)


                                         o Muslim Town


                                         o Allama Iqbal Town (Planned)


Segmentations

Worldcall Multimedia Ltd is working on the concept of Mass Marketing. So under the given concept it is targeting every kind of
customer.


Key Success Factors (KSE)


                    Technical Expertise

                    Hybrid Fiber Coaxial (HFC)


                    Entrepreneurship


Pricing Strategy
Worldcall Multimedia Ltd has offered its Internet services on the following prices.



Sr.                                Monthly                               Quarterly           Half Yearly            Yearly
         Description
#                                  Subscription (Rs.)                    (Rs.)               (Rs.)                  (Rs.)

1        64 kbps                                 4500                         4388                 4275              4050

2        128 kbps                                9000                         8775                 8550              8100

3        256 kbps                                20000                       19500                19000             18000

4        384 kbps                                25000                       22425                21850             20700

5        512 kbps                                35000                       34125                33250             31500

6        1024 kbps                               70000                       68250                66500             63000

                                                          Installation Charges



                                       Cable Modem Price                            Rs. 4000

                                          Installation Fee                          Rs. 3000

Competitors

Worldcall Multimedia Ltd has no direct competitor, as there is no one in the market who is providing broad band services like World
Call. But there is big competition in the form of indirect competitors (local cable providers) and substitutes (dial ups, DSL, ISDN etc.).
DSL services offered by the competition are very expensive:


                     DSL Modem Rs.15,000 to Rs.30,000


                     Installation Rs. 10,000


                     4 GB of data transfer at Rs.6,500 and Rs.1,500 per additional GB


                     DSL requires telephone line but the line is free for calls


          ISDN connection also requires telephone line.


Following given are the Licensed Cable Operators working in Lahore.


                     S. Cable Network


                     Akbar Ali Cable Network
Al-Saba Cable Network


Al-Sheikh Cable Network


American Cable Network


Amir Malik Cable Network


Arif Hussain Cable Network


Asad Cable Network


Avari Hotel


Cable Services


Chaudhry Cable Network


City Asia Cable Network


Deess Cable & Network System


Esquire Cable Club


Global Cable Network


Gulf Cable Network


Haroon Cable Network


Hero Cable Network Services


Holly Wood Cable System


Hotel Sunfort


Iftikhar Ali Cable Network


Javed Cable Network


Johar Cable Network


Junaid Cable Network


Khan Cable Network
Liaqat Mehmood Butt Cable Network


Lion Cable Network


Live Cable Vision Network


Logi-tech Cable Network


Logi-tech Multimedia


M.A. Cable Network


M.R. Company Cable Network


Malik Cable Network


Malik Gee Cable Network


Minhaj Traders and Cable Network


M/s Universal Cable Network


M/s Universal Cable Network


Muhammad Ashraf Cable Network


Muhammad Nawaz Cable Network


Munawar Cable Network


Nasic Broadband Communication (Pvt.) Ltd.


New Star Cable Network


New Tech Cable Network


New Universal Cable Network


OK Video Centre & Cable Network


Omega Cable Network


Pace Cable Network


Progressive Communication (Pvt.) Ltd.
Remarks Cable System Co.


S.T.M. Network


Satellite Cable Network


Shabir Cable Network


Shah Cable Network


Shahid Mehmood Cable Network


Shahid Nazir Cable Network


Show Time Cable Network


Sitara Sky Cable Network


Sky Cable Network


Sony Cable Network


Syed Izhar Hussain Cable Network


Tariq Hussain Cable Network


TJ Cable Network


Tri Star Cable Network


Umer Brothers Cable Network


Universal Cable Network


Video White


Worldcall Multimedia Limited


World Class Cable TV Network


Zahid Cable Network


Zee Pee 2000


M/s Continental Cable Network
Comparison with Competitors


Comparison of services with the competitors for providing internet is given below. This comparison shows clear edge of World Call
over its competitors.




Features:               Go4B Broadband
                                                      Dial-up                       DSL
                        Cable Internet
Speed                   64Kbps-1Mbps.                 Max 56Kbps.                   64Kbps-1Mbps.

Connectivity            Always on.                    Connection Hassles.           Always on.

Phone Line              Not required.                 Required.                     Required.

                                                      At least Rs.
Phone Bills             No bills.                                                   No bills.
                                                      500/month.

Busy Tones              None.                         Usual congestion.             None.

Accessibility           Readily available.            To dial.                      Readily available.

                                                                                    Limited to the
V.A.S.                  Upto 5Mbps.                   Max 56Kbps.                   bandwidth
                                                                                    subscribed.

                                                                                    Volume
Rate per                Unlimited usage as low        Rs. 10-15/hr + Rs.
                                                                                    based/limited
Hour                    as Rs. 1.5/hr                 2.31 (PTCL rate).
                                                                                    usage.

                                                                                    Limited to 1 Gb
Data Transfer           None (Unlimited                                             data transfer
                                                      N.A.
Limitations             downloads/uploads).                                         (extra charges if
                                                                                    limit exceeds).

Performance
degradation
with
                        No.                           Yes.                          Yes.
increased
distance from
ISP/exchange

                                                      No! Unstable,                 No! Unstable,
Equal transfer
                                                      asymmetric                    asymmetric
rate of                 Yes! Full duplex
                                                      bandwidth with                bandwidth with
downloads               bandwidth.
                                                      slower uploads than           slower uploads
and uploads
                                                      downloads.                    than downloads.

Setup &                                                                             Expensive and
                        Cheaper and constant
Installation                                          Lowest.                       increases with the
                        for all bandwidths.
costs                                                                               size of bandwidth.

                        State-of-the-art Hybrid       Dependent upon                Dependent upon
Network &
                        Fiber Co-axial network        conventional                  conventional
Maintenance
                        maintained regularly by       telephone company             telephone
                     equipped & mobile                  owned network                  company owned
                     technical staff.                   maintained by local            network
                                                        line men.                      maintained by
                                                                                       local line men.


Advertisement Tools


                               Press advertisements (Print Media)

                               Posters/ brochures


                               Advertising on WML CATV.


                               In-house channel sponsorship


                               Scroll works mobile advertising


                               Lit pole signs


                               Block signs advertising


                               Magazines


                               Bill Boards


Push or Pull Strategy

Worldcall Multimedia is working both on push and pull strategies. Because push Strategy means a promotion strategy that calls for
using the sales force and trade promotion to push the production through channels.


And Pull Strategy means a promotion strategy that calls for spending a lot on advertisement and consumer promotion to build up
consumer demand. If the strategy is successful, consumer will pull the product the product through channels.


So if we observe the promotional strategies of Worldcall we find that it is working on the both. As


                    Free installation (on special occasions)


                    Free modem (on special occasions)


                    Discounts (on special occasions)


                    Discounts in case, if customers submit advance payment for two, three or six months.


                    Discounts if a customer is using more than one internet cable.
                Customer retention as by organizing concerts. For the purpose they advertise that a concert is being
                organized and Entry Tickets will be issued to only those, who will submit six months payments for the internet
                services.


                Ads are also given in the newspapers, magazines etc.


SWOT analysis

Strengths


                Technical Expertise.


                State of the art HFC Plant.


                Skilled work force (Technical, Sales, Collection).


                Value added services (V.A.S)


                Advertising on cable by the leading brands.


                In-house community channels.


                Computerized billing system.


                24 hour customer care.


                NOC by Govt. of Pakistan.


Weaknesses


                Limited Urdu / Indian content.


                Maintenance down time is high.


                Centralized customers care.


                Call Center inability to receive large number of calls.


                Insufficient space to accommodate staff at various area offices.


                Lack of coordination among departments and cross functional coordination.


        Opportunities
            Unavailability of a state of the art CATV & IOC service in the market place.


            Established brand name Worldcall.


            Acquisition of distribution rights for various channels.


            Advertisement potential, as companies are moving towards cable advertising.


            Unavailability of technical expertise in the market.


            IOC packages for the new segments.


            Better business solutions to corporate sector in IOC.


            Promotion of Worldcall other products in the market.


            New Housing schemes.


            Increase in population


            Global Events like Football World cup, terrorist attacks etc.


Threats


            New entrants in the market.


            Poor technical back-up to distributors.


            Small cable operators.


            Poor Government control over the illegal cable operators.


            Availability of other ISPs with cheaper hourly rates and better speed.


            Emergence of ISDN & DSL with better business solutions.


            DSL rates going down fast with time.


Growth Share Matrix


                                                                                             Worldcall
Worldcall Multimedia Ltd is a market star. Because it is holding the maximum market share
and market growth rate is also high.


Product Life Cycle


                                                                            Worldcall


Worldcall is at maturity level.


                                  Duties Assigned to Me

                             Kind of Work I Performed

Internship always proves very helpful to increase practical exposure of the students. It is
also helpful to create a lysine among students and business people.


So I also do internship in Worldcall Multimedia Ltd. In this organization my work was related
to the Marketing Department, dealing exclusively with corporate clients of internet cable.
The duties assigned to me by my immediate supervisor mostly were in the field. Yes
sometimes I also work in the office. So basically these duties could be divided as


               1. Office Work

In the office mostly I perform the duties of coordinator. For the purpose my duties were to
attend the phone calls and perform the following operations


                              Direct the caller to the right person for solution of there
                              problems.


                              Writing the address and phone number of the caller who want
                              to get our services.


                              Informing the technical staff to give a connection of internet
                              on the address provided by the caller.
                               If there is any customer who wants to roll back (want to
                               discontinue) from our services. Writing it and informing the
                               technical staff.


               2. Field Work

In the field I was assigned to conduct two surveys. In the first survey the basic purpose was
to check the potential of different plazas of Main Boulevard, Gulberg.


The survey form is given on the next page.


From the above given survey form, I have conducted the survey in the following plazas and
find out the following results.


Towers                                                                           Output

Al-Latif Centre                                                                  35

Eden Towers                                                                      28

Lahore Centre                                                                    38

Liberty Towers                                                                   12

City Towers                                                                      45

Century Towers                                                                   34

Leads Centre                                                                     29

Centrepoint Plaza                                                                32

The second survey I had conducted was related to calling cards. Following is the list of
cards which are used by me for research.


               PTCL


               Hello


               Call Mate
                  Call Point


                  Big Time


                  GT

The purpose of the survey was to check that which calling card is market leader and why?
For the purpose we develop a questionnaire given on the next page. In this questionnaire
we inquire about the calling rates, margin given to the retailers and customers satisfaction
sort of things.


The following given is the list of the markets I had surveyed.


                  Main Market


                  Liberty Market


                  Mini Market


                  Ferdos Market


                  Barket Market


                  Link Road, Model town

The survey form is given on the next page. And the surveys are also on the next pages.

				
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