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Serial

Number CONTENTS

1 List of illustrations Page 1

2 Synopsis Page 2

3 Introduction Page 3

 Acknowledgement, Sources and Methods

4 Mobilink Page 4

5 Research Design and Results Page 6

6 Mobilink Versus Ufone Page 17

7 SWOT Analysis (Mobilink) Page 18


 Strength
 Weaknesses
 Opportunities
 Threats

8 Recommendations Page 20

9 Conclusion Page 20

10 Summary Page 21

11 Appendix Page 22
 Prepaid Tariffs
 Questionnaire

12 Sources Page 26

13 Glossary Page 27

14 Index Page 28
Serial LIST OF ILLUSTARTIONS
Number
1 Market share (Figure 1) Page 4

2 Subscribers (table 1.1) Page 5

3 Which mobile connection do you use(Figure 2) Page 6

4 Which mobile connection do you think is the best(Figure3) Page 7

5 Why is the Connection you choused is the best. (Figure 4) Page 8

6 Suggestions For Mobilink (Figure 5) Page 9

7 Suggestions For Ufone (Figure 6) Page 10

8 Suggestions For Paktel (Figure 7) Page 11

9 Suggestions For Insta (Figure 8) Page 12

10 Suggestions For Warid (Figure 9) Page 13

11 Suggestions For Telenor (Figure 10) Page 14

12 Should other networks be allowed to start their business in Page 15


Pakistan (Figure 11)

13 Peak call rates (Figure 12) Page 16

14 Off-Peak Call rates (Figure 13) Page 16

15 BCG Matrix (Figure 14) Page 19

16 Life Cycle (Figure 15) Page 19

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Synopsis

In this report I will discuss the best mobile network company of Pakistan. According to
my research findings and the survey I conducted the best company is Mobilink. First of
all I will mention the research design and then the people who provided me the
information. After that I will concentrate on the reasons that why Mobilink is the best and
discuss what services and packages Mobilink is offering. Then the research design and
results will be Explained and discussed in detail. 10 questions from the questionnaire are
added in the report with proper tables and graphs. Then With the help of graphs call rates
offered by different networks will be discussed.

As Ufone is the only strong competitor to Mobilink the positive points of both Mobilink
and Ufone will be mentioned. You will also find SWOT analysis, in which Mobilink will
be analyzed.. You will also find BCG matrix and Life Cycle Figure which shows
Mobilink is on the top.

At the end Recommendations and conclusion will be given. Recommendations will be for
both Mobilink and other networks. That how can Mobilink improve their services further
and the strategies other network should adopt to reach the standard of Mobilink.
Questionnaire will also be attached at the end. This Questionnaire carries the questions
which were asked during the interviews.

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Best Mobile Network in Pakistan

Introduction

There are different mobile networks in Pakistan. According to my research findings and
the survey I conducted the best company is Mobilink GSM. Mobilink started their
operations in the year 1994, this is an international company. I was authorized by
Pakistan Telecommunication Authority to write a report on the best mobile network
company of Pakistan. I have also Mention some recommendation which can help
Mobilink to improve further and other companies can also achieve the same level of
Mobilink. All these Recommendations are part of the survey I conducted of 200 people.
This includes Doctors, Friends, Family and my collegues. The scope of my report is that
PTA will be informed that why Mobilink is the best and they will advise the same
strategies to the other networks.

Acknowledgement, Sources and Methods

In my research I conducted a detail survey and interviews. I visited different Network


offices to collect information. The survey I did followed the quota sampling. I was told to
interview 200 people. I am very thankful to the following people who helped me
providing information about different networks.

• Mr. Amir Zeb (Ufone)


• Mr. Khizer Ilyas (Telenor)
• Mr. Yaseen Adeel (Mobilink)
• Mr. Fayaz (Warid)
• Mr. Shafiq Anjum (Paktel)
• Mr. Arif Durrani (Paktel)

Besides the survey the research was also carried out on internet and different sites were
explored. In this report first different things about Mobilink has been discussed then the
research work, which is followed by conclusion and finally the recommendations.
Different visuals and tables are been shown to give a clear idea. The visuals added
Includes the Survey Questions and their result.

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Mobilink

According to my research findings and the survey I conducted Mobilink is the best
mobile network company in Pakistan. Mobilink was the first GSM Company and started
its operations in 1994. Customers of Mobilink are more then 14 million, Mobilink
provides services in more then 750 cities and villages and it is only cellular service in
Pakistan to provide coverage on the M2 motorway. Mobilink 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”. There are more then 20 million users of mobile networks and
Mobilink has the highest rate of customers. Its market share is about 51.4%, which is
shown in the Figure1, which also includes the market share of different mobile
companies.

Market Share (Figure 1)


3.61
9.62

11.02

51.4

22.7
Mobilink Telenor Warid Ufone Zong

If we go through the Chart we can see Mobilink’s market share is 51 % which is the
highest among the other companies. So this shows that Mobilink is ahead of the other
companies, Ufone has about 22.7% of market share which makes them the runners up,
other companies except Insta are new to the market so their market share is increasing.
Insta is basically AIMS technology, and nowadays AIMS market is going down so Insta
is basically on declining stage. However Insta is involve in niche marketing. There are
about 5 GSM companies in Pakistan, because of which competition has increase, which
is basically in favor of the customers. So the customers have different options to select, as
different companies are coming up with different attractive packages. Because of cut
throat competition the companies can not make abnormal profit. Now in last few years a
great change has come up in the Mobile network sector, Customers are increasing day by
day because of which different companies are trying different strategies to attract more

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customers, the table 1.1 shows the increase in customers and the total subscribers of
different networks.

Subscribers
Growth
Mobilink Ufone Paktel Instsphone Telenor Warid Total
Rate
2000 114,272 80,221 112,000 306,493 15.39
2001 309,272 116,711 96,623 220,000 742,606 142.29
2002 800,000 350,000 218,536 330,000 1,698,536 128.73
2003 1,115,000 550,000 319,400 420,000 2,404,400 41.56
2004 3,215,989 801,160 470,021 535,738 5,022,908 108.90
2005 7,469,085 2,579,103 924,486 454,147 835,727 508,655 12,771,203 154.26
Nov-05 10,352,616 4,430,000 992,051 422,101 1,613,062 1,804,068 19,613,898 6.60
Dec-05 11,119,196 5,178,764 981,849 419,778 1,871,533 2,065,879 21,636,999 10.31
Jan-06 11,898,460 5,489,076 958,496 408,226 2,096,828 2,294,311 23,145,397 6.97
Feb-06 12,990,643 5,750,516 954,933 396,756 2,332,117 2,578,043 25,003,008 8.02
March-06 14,067,919 6,231,461 1,004,686 392,517 2,632,415 3,015,941 27,344,939 9.4
TABLE 1.1 (www.pta.gov.pk)
In the table we can see that the highest numbers of subscribers are with Mobilink which
makes them the market leader. In 2005 the growth rate is 154.26 that are because of the
new companies coming in competition. The table clearly shows that people are more
satisfied by the service provided by Mobilink. The company has offered different
packages which are covering every class. The different packages offers are
• Jazz
• Indigo
• World
• BlackBerry
These are different packages which includes post paid and pre paid. Mobilink also offers
different packages such as BlackBerry for business man, so that they can easily control
their business from anywhere in Pakistan. In value added services they are offering
GPRS, WEB-SMS chat and power Tools. Power Tools includes news, tones, pictures etc.
Now recently Mobilink International Roaming has launched GPRS Roaming for its
subscribers visiting the United Kingdom. They are the first company to start its
operations in Muzaffarabad in Azad Kashmir, after the earthquake. The company has got
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. Mobilink provides roaming service in
more then 100 countries. Their SMS center also provides help to track the vehicles, this
services is provided by Tracker (Pvt.) Ltd. It is the only company which has four network
codes they are 0300, 0301,0302 and 0306.They have about 14 Switches and more than
2,500 cell sites. Their connections are available all over Pakistan; they have their

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franchises in different cities to address their customer complaints. For their Customers
they have also launched a website (www.mobilinkgsm.com) .This Website has all the info
about Mobilink.. The main attraction of the website is the free SMS service to any
Mobilink number.
Research Design and Results

In my research I conducted a survey, some interviews and Internet search. In my survey I


visited different network providers’ offices and collected some information regarding
their company. I conducted about 200 Questionnaire Interviews from different people
which included friends, family, Doctors and colleagues. Now I will discuss some of the
important questions I asked in my survey.

Q-1:- Which Mobile Connection Do You Use?

Mobilink Ufone Warid Telenor Paktel Insta


107 50 21 20 3 1

Survey result for the users of different networks

120 107
100
80
Users 60 50
40
21 20
20 3 1
0
Mobilink Ufone Warid Telenor Paktel Insta
Mobile Connections

Figure 2

The Result of this question clearly shows that Mobilink has the highest Rate of
customers, which is followed by Ufone. In 200 people survey, 107 people adopted
Mobilink which shows that they have the largest market share.

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Q-2:-Which Mobile network do you think is the best?

Mobilink Ufone Warid Telenor Paktel Insta


102 48 24 25 0 1

Best Mobile Network According to Survey

120
102
100
80
Users 60
48
40
24 25
20
0 1
0
Mobilink Ufone Warid Telenor Paktel Insta
Mobile Networks

Figure 3

According to the Survey the best mobile network is Mobilink. 102 people have said
Mobilink out of 200 which prove them the best in the market.

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Q-3:- Why is the Connection you choused is best?

Mobilink Ufone Warid Telenor Paktel Insta

Good 57 25 7 12 0 1
service
Low call 11 19 14 11 0 0
rates
Wide 32 4 2 2 0 0
coverage
Other 2 0 1 0 0 0

Why is the connection you choused is best

60
50
40
Users 30 Good service
20 Low call rates
10 Wide coverage
0 Other
Mobilink Ufone Warid Telenor Paktel Insta

Mobile connection

Figure 4

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Most of the People who choused Mobilink think that Mobilink is best because of their
good service and wide coverage. And people also choused Ufone because of their low
call rates and good service.

Q-4:- Your Suggestions for Mobilink to be the best in the market?

Mobilink
Improve their Bring their Call Enhance their
service rates down coverage Other
61 123 11 5

Suggestions for Mobilink

140 123
120
100
Users 80 61
60
40
20 11 5
0
Improve Bring their Enhance Other
their service Call rates their
down coverage
Suggestions

Figure 5

In this question 123 people suggested that Mobilink should bring their call rates down
and 61 suggested that they should improve their service then they can be the best in the
market.

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Q-5:- Your Suggestions for Ufone to be the best in the market?

Ufone
Improve their Bring their Call Enhance their
service rates down coverage Other
116 53 26 5

Suggestions for Ufone

120 116
100
80
Users 60 53
40 26
20 5
0
Improve Bring their Enhance Other
their service Call rates their
down coverage
Suggestio9n

Figure 6

In this Question 116 People Suggested that Ufone should improve their service and 53
said that they should bring their call rates down to be the best in the market.

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Q-6:- Your Suggestions for Paktel to be the best in the market?

Paktel
Improve their Bring their Call Enhance their
service rates down coverage Other
109 44 40 7

Suggestions for Paktel

120 109
100
80
Users 60 44 40
40
20 7
0
Improve their Bring their Enhance Other
service Call rates their
down coverage
Suggestions

Figure 7

In this question 109 People said that Paktel should improve their service and 44 people
said that they should bring their call rates down to be the best in the market.

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Q-7:- Your Suggestions for Insta to be the best in the market?

Insta
Improve their Bring their Call Enhance their
service rates down coverage Other
131 31 24 14

Suggestions for Insta

140 131
120
100
80
Users
60
40 31 24
20 14
0
Improve their Bring their Enhance Other
service Call rates their
down coverage
Suggestions

Figure 8

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As Insta is the only AIMS Company in Pakistan, about 131 people suggested that they
should improve their service and 31 said that they should bring their call rates down to be
the best in the market.

Q-8:- Your Suggestions for Warid to be the best in the market?

Warid
Improve their Bring their Call Enhance their
service rates down coverage Other
77 47 73 3

Suggestions for Warid

80 77 73
60 47
Users 40
20
3
0
Improve Bring their Enhance Other
their Call rates their
service down coverage
Suggestions

Figure 9

As Warid is a new company about 77 people suggested that they should improve their
service and 73 suggested that they should enhance their coverage to be the best in the
market.

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Q-9:- Your Suggestions for Telenor to be the best in the market?

Telenor
Improve their Bring their Call Enhance their
service rates down coverage Other
69 67 57 7

Suggestions for Telenor

70 69 67
60 57
50
Users 40
30
20
10 7
0
Improve Bring their Enhance Other
their Call rates their
service down coverage
Suggestions

Figure 10

For Telenor about 69 people suggested that they should improve their service and 67
people suggested that they should bring their call rates down to be the best in the market.

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Q-10:-Should other networks be allowed to start their business in Pakistan?

70Yes No
195 15

Should other networks be allowed to opperate


in pakistan
195
200

150

Users 100

50 15

0
Yes No

Figure 11

In this question about 195 people said that new companies should be allowed to start their
business in Pakistan because that will increase the competition and the services will
improve.

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Information About call rates
In Figure 3, 4 and Table 1.3 the call charges are mentioned in detail. If you go through the
table, the cheapest rate offered is by Warid when you call on the same network (Warid
to Warid Calls are charged on 30 second duration). As Warid is
comparatively new company so their network coverage is not available in most of the
cities, but their service is good and in future Warid can give some tough competition to
Mobilink.
After that if we look at the calls to other networks and landline, Ufone is offering
minimum rate (Peak). They are just offering 2.88 Rupees per minute. The problem with
Ufone is that they cut 0.50 rupees on balance check and their scratch cards are just
available in the range of 250 to 1000 Rupees, in which if you recharge your number by
purchasing 250 Rupees card it will only work for 6 months. Then in Off-Peak rates Paktel
is offering minimum rates, But Paktel is facing Service problem, and they don’t have
their coverage in most of the cities. Mobilink rates are bit high because their service
offered is the best available. But as the competition is increasing Mobilink will bring their
charges down. Mobilink offers scratch cards in range of 100 to 2000 and all of them are
valid for 1 year
Peak CALL rates

25

20
Same network
15
Other networks
10 Fixed line
5 International

0
Mobilink Paktel Warid

Figure 12

Off-Peak CALL rates

25

20
Same network
15
Other networks
10
Fixed line
5 International
0
Mobilink Ufone Paktel Telenor Warid Insta

Figure 13

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Mobilink Versus Ufone
The only strong competitor for Mobilink is Ufone. Below are the different plus points of both
the companies.

Mobilink Ufone

 Covering more then 400 cities  Covering more then 325 cities

 More then 10 million customers  More then 4.5 million customers

 Roaming facility in more then 100 countries  Roaming facility in more then 70 cities

 Market leader  Lowest call and SMS rates

 Mobilink market share is more then 52%  Ufone Market share is more then 22%

 Three network codes 0300, 0301,0302 and  Two network code 0333,0332
0306
 Offering both Prepaid and Postpaid
 Offering both Prepaid and Postpaid packages
packages
 Value added services
 Value added services • Web SMS
• Web SMS • GPRS
• Ring tones • MMS
• Pictures • Ring tones
• Gup shup corner • Logs
• GPRS • Java Games
• Logs • SMS chat
• Yahoo messenger • Pay via SMS
• SMS triva game • SMS to television
• Lounge 144 • Themes
• Dedication service • PTCL SMS
• Fun messaging • SMS Games
• Missed call alerts • Voice mail
• Mobile Banking
 Ufone was the first company to launch
 Mobilink has more then 200 franchises GPRS in Pakistan

 Mobilink was the first company to launch


EVD (Electronic Voucher Distribution)

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process first time in Pakistan.

SWOT Analysis (Mobilink)


(Strength Weaknesses Opportunities Threads)

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 Strength

 Market leader/Market share


 Coverage in more then 750 cities and villages
 Extra services
 Aggressive marketing strategies
 Quick response to complaints
 Brand Image

 Weaknesses

 At times poor service


 At times no Network coverage
 A bit Expensive

 Opportunities

 International Market
 Better service in Future
 Diversification

 Fixed line Telephone


 Wireless
 Calling cards

 Threats
 Direct • Indirect

 Ufone  PTCL
 Telenor  Calling Cards
 Warid  Wireless
 Paktel

BCG MATRIX (Figure 14)

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Life Cycle (Figure 15)

Recommendation

After the research and the survey I conducted these are the following recommendations
for every network.

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Mobilink should
 Bring their CALL and SMS rates down.
 Improve their Service
 Offer MMS.

Ufone should
 Improve its service.
 Bring their call rates down
 Increase the time period on 250 Rupees scratch card.
 Bring their International call charges down.

Warid should
 Increase its network coverage to more cities.
 Improve its service.

Telenor should
 Increase its network coverage to more cities.
 Bring down their call rates
 Decrease their international call rates.

Paktel should
 Improve their service.
 Increase their network coverage to more cities.
 Decrease their call rates

Insta should
 Improve their service.
 Increase their network coverage.
 Offer some attractive packages.
 Try to switch to GSM

Conclusion
The research conducted by me thorough survey and interviews, I here by conclude that
Mobilink is the best mobile network company in Pakistan. They have highest number of
customers because they are offering the best possible services to them. That’s why they
are the market leader among all the mobile companies.

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Summary

Currently there are different mobile network companies operating in Pakistan. According
to my research findings Mobilink is the best Mobile Network company. In this Report I
have mentioned different point’s which shows that they are the best in the business. My
report is based on the Tariff provided by PTA till 3rd January 2006.In the start of the
Report you will find different packages offered by Mobilink and their achievements.
After that few visuals and tables are been shown, they are the result of the survey I
conducted through questionnaires. The report has the subscribers list which has been
taken from the official site of Pakistan Telecommunication Authority.

As Ufone is the only strong competitor to Mobilink, Positive points of both the
companies are mentioned. Further you will see SWOT analysis in which Mobilink was
analyzed. The Companies strong points, their weaknesses, the opportunities for Mobilink
and the companies which are threat to Mobilink are mentioned in SWOT analysis.

At the end you will find BCG matrix and Life cycle, which clearly shows the position of
Mobilink. In BCG Matrix Mobilink is a Cash Cow and In Life Cycle Mobilink is at
Maturity Stage.

Appendix

Prepaid Tariffs as of January 3, 2006 (www.pta.gov.pk)

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Mobili Ufone Paktel Insta Telenor Warid
nk
Peak &Peak Off- Peak & Off- P Off- Peak &Peak Off-
Off- Peak peak eak peak Off- peak
peak Peak

Local & Long Distance Calls to Same Network (Rs. per min.)
Airtime 2.70 2.50 1.50 3.00 1.80 3.99 0.99 2.45 2.00 1.50
15% GST 0.41 0.38 0.23 0.45 0.27 0.60 0.15 0.37 0.30 0.23
Total 3.11 2.88 1.73 3.45 2.07 4.59 1.14 2.82^ 2.30 1.73

Local & Long Distance Calls to Other Cellular Network (Rs. per min.)
Airtime 4.70 2.50 2.50 3.00 1.80 3.99 0.99 3.45 3.00 2.75
Interconnect 0.00 0.00 0.00 0.00 0.00 1.60 1.60 0.00 0.00 0.00

15% GST 0.71 0.38 0.38 0.45 0.27 0.84 0.39 0.52 0.45 0.41
Total 5.41 2.88 2.88 3.45 2.07 6.43 2.98 3.97 3.45 3.16

Local & Long Distance Calls to Fixed-line Network (Rs. per min.)
Airtime 4.70 2.50 2.50 3.00 1.80 3.99 0.99 3.45 3.00 2.75
Interconnect 0.00 0.00 0.00 0.00 0.00 2.01 0.52 0.00 0.00 0.00

15% GST 0.71 0.38 0.38 0.45 0.27 0.90 0.23 0.52 0.45 0.41
Total 5.41 2.88 2.88 3.45 2.07 6.90 1.74 3.97 3.45 3.16

International Calls (Rs. per min.)


Airtime 2.70 2.50 2.50 3.75 3.99 & 3.45 9.00 8.00
& &
18.00 18.00 17.00
Access Charge 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

Int’l Long Dis. 5.00 &18.0 18.00 18.00^^ 0.00 7.00 &0.00 0.00
15.00 0 18.00
15% GST 1.16 3.08 3.08 0.56 & 3.15 0.60 & 1.57 &1.35 &
1.20 &
&2.66 2.70 3.22 2.70 2.55

Total 8.86 &23.5 23.58 3.45 & 24.15 4.59 & 12.02 10.35 9.20
& &
20.36 8 20.70 & 20.70 19.55
24.67

BEST MOBILE NETWORK


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SURVEY (Questionnaire)

This survey is to know about the best mobile network company in Pakistan and
what should other networks do to become the best.
NOTE: Please make sure that you select only one option. For Questions 8 – 14
you can select more then one option.

1. Your Name?

___________________________________

2. Your Age group?

 15-30  31-50

 51-So on

3. Your Gender?

 Male  Female

4. Are You a Mobile User?

 Yes  No

5. Which Mobile Connection do you Use?

 Mobilink  Warid
 Ufone  Paktel
 Telenor  Insta

6. Which Mobile Network do you think is the Best?

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 Mobilink
 Ufone
 Telenor
 Warid
 Paktel
 Insta

7. As there are many mobile companies in the market, do u think because of the
competition the services are improving?

 Yes
 No

8. Why do you think the network you suggested is best?

 Good Service
 Low call rates
 Wide coverage
 Other _________________________

9. Your suggestions for Mobilink to be the best in the market?

 Improve their Service


 Bring their call rates down
 Enhance their coverage
 Other _________________________

10. Your suggestions for Ufone to be the best in the market?

 Improve their Service


 Bring their call rates down
 Enhance their coverage
 Other _________________________

11. Your suggestions for Paktel to be the best in the market?

 Improve their Service


 Bring their call rates down
 Enhance their coverage
 Other _________________________

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12. Your suggestions for Insta to be best in the market?

 Improve their Service


 Bring their call rates down
 Enhance their coverage
 Other _________________________

13. Your suggestions for Warid to be the best in the market?

 Improve their Service


 Bring their call rates down
 Enhance their coverage
 Other _________________________

14. Your suggestions for Telenor to be the best in the market?

 Improve their Service


 Bring their call rates down
 Enhance their coverage
 Other _________________________

15. What do you think should other Mobile Companies be allowed to start their
business in Pakistan?

 Yes
 No

16. Do you think when new companies will come in the market the service will
improve?

 Yes
 No

Please submit this Survey paper before 15th April 2006.


Thank you for your cooperation.

27
Sources

Acknowledgements

Mr. Fayaz Muhammad


Sales Executives
Sales & Marketing
Warid Telecom (Pvt) Ltd
Fardeen Plaza, University road Peshawar.

Mr. Arif Durrani


Sr.Field sales Manager
Paktel Telecom (Pvt) Ltd
Opposite to Green shadi hall Sader. Peshawar

Mr. Amir Zeb


Ufone Telecom
Fakher-e-Alam Road, Peshawar cantt.

Mr. Khizer Ilyas


Consultant to Telenor
Islamabad.

Mr. Yaseen Adeel


Mobilink Telecom (Pvt) Ltd
Near askari bank. Sadder Peshawar

Mr. Shafiq Anjum


Paktel Peshawar

Websites

www.mobilinkgsm.com
www.pta.gov.pk
www.ufone.com
www.paktel.com
www.telenor.com
www.waridtel.com

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Glossary

Activities Behavior

Balance Poise

Business Action

Booster Jab

Certification Guarantee

Expenses Operating cost

Franchise Permit

Indigo Connection

Network System

Subscribers Users

Marketing Selling

Tariff Tax

Niche Focus

Tax Toll

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Index

AIMS page 4 Mobilink World Page 5

BlackBerry Page 5 MMS Page 6, 9, 13

Booster Page 7 Niche marketing Page 4

Brand Image Page 10 PTA Page 3

Calling cards Page 10 Scratch cards Page 9

Certification Page 5 Subscribers Page 4 , 5

Engineering Departments Page 5 Switches Page 5

Franchises Page 5,9 Tariff Page 2, 3, 6

GPRS Page 5, 9 Tracker Page 5

GSM Page 3,4 Web SMS Page 9

Indigo Page 5 Wireless Page 10

Intelligent Network Page 5

International Roaming Page 5

Jazz Page 5

Market leader Page 5, 7, 9, 10

Market share Page 4 , 9 , 10

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