UFONE STORY

THE OLD BRAND

• Ufone was Launched as a Low End Brand
– Cheap
– Promotions had been targeted at Low-End
– Corporate Segment had not been focused, although the Product was
State of the art

• No Element of Aspiration

• No sustained visibility
– No Outdoor visibility
– Selling was stopped for long periods, losing precious ground in terms of
market share and family size
Awami Brand

No Element of Aspiration
 INITIATIVES IN BRAND
• Building credibility / equity in an environment where there is product and
price parity.
• Revamping the Ufone Brand

• Increased focus on Corporate Segment

• Sustained visibility
– Outdoor visibility
– Electronic / Press ads
 The Old Ufone logo had strong associations of an Awami brand
Brand Imagery being the key differentiator a new Ufone brand ID with new
Imagery was launched
NEW UFONE LOGO
RE-
RE-LAUNCH OF THE UFONE BRAND
Press ads Posters, mobiles Website
& tariff dispensers
 Ufone - New Look

Further reinforced a year later to keep on building

the brand equity
PREPAY – NEW PREPAID BRAND
LAUNCH
 REDEFINING THE UFONE OFFERING
From price competitiveness to a brand that commands loyalty and pride; it’s not
just a price game anymore!

– Brand and image building

– Understanding the needs of the consumer and delivering value
accordingly
– Youth factor
Keeping in mind the upcoming competition & market dynamics of
major mass segment being

‘THE YOUTH’
Ufone introduced Prepay as the prepaid brand under the Ufone
umbrella as the Urban Youth Brand catering to the needs of our
upcoming youth
Ladies and Gentlemen! Welcome to Life

Be yourself, be free to experience fun and excitement, be as expressive as

you want, live life to the fullest and enjoy every moment of it. Prepay Life
keeps you connected with rates that are beyond compare. It’s the complete
meal for your hunger to stay in touch all the time every time.

Prepay Life offers unmatched benefits like:

- Late Night Calls
- Discounted SMS and Weekend Calls
BLITZ YOUR CAREER
WITH
UFOE

Philosophy and Value

- Solid commitment to growth

- Consumer focus
- No compromise on quality

Integrity : We do the right thing.

Mutual Respect: We trust and respect each other
Teamwork: We work together to get the job done.
Creativity: We seek creativity and “outside the box” thinking
Empowerment: We enable our people to make decisions
Growth – Our Customers

Subscriber base has increased from 800k to above 16 million since

2004

Ufone Subscriber

2001 2002 2003 2004 2004 2006 2007 Jan-08

Cellular Market Share – Jan’ 08

Source: PTA
Growth – Operating Revenues

 Ufone’s revenue has

increased by more than
100% since 2004

 Ufone is investing heavily in

infrastructure and other
expansion & development
projects
Our Human Capital has made it Possible!

Ufone HR Growth
 Ufone’s human resource
has grown by more than
80% since 2004

PERSONS
 Increase in HR is
necessary to support high
growth!

2005 2006 2007 2008

YEARS
Recruitment @ Ufone
CV Bank

•Walk in CV
•Online CV (Head Hunters)
•Ufone Website (Career Portal)

Initial Short listing by HR Dept

Interview – Line Manager (Concerned Dept)

Interview – Panel Interview

•HOD (Concerned Dept)

Interview – HR Dept
WE DON’T HIRE DEGREE
WE HIRE ATTITIDE
Leading the Turn around
► We provide:

 Challenging work environment

 Career advancement
 Competitive pay structure
 Reward & recognition programs
 Thank You

Disclaimer: The facts and figures given in this presentation are true as on April 7, 2008.