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MOBILE PHONE
The mobile phone or mobile, also called a wireless, cellular phone,
cell phone. Cell or hand phone (HP), is a long-range portable
electronic device used for mobile communication that uses a
network of specialized base stations known as cell sites. In addition
to the standard voice function of a telephone, current mobile phones
can support many additional services, and accessories, such as
SMS for text messaging, email, packet switching for access to the
Internet, and MMS for sending and receiving photos and video.
Most current mobile phones connect to a cellular network of base
stations (cell sites), which is in turn interconnected to the public
switched telephone network (PSTN) (the exception is satellite
phones).
MANUFACTURERS
Nokia is currently the world's largest manufacturer of mobile
phones, with a global device market share of approximately
40% in Q4 of 2007. Other major mobile phone
manufacturers (in order of Market share) include Samsung
(14%), Motorola (12%), Sony Ericsson (9%) and LG Mobile
(7%). These manufacturers account for over 80% of all
mobile phones sold and produce phones for sale in most
countries.
Nokia has managed to grow its world-wide share of the mobile phone market to
36% over recent quarters by targeting markets such as India and China, where
mobile penetration is fairly low at 13% and 35% respectively. India has more than
166 million mobile subscribers and this is growing rapidly.
The leader in sales for 2007 is Nokia with 435 million units sold. In Q4, the
Finnish company managed to gain 40% of the market share, but it will still need
to stabilize its positions in the US. Perhaps it should try to offer some of its N-
series with a service by one of the major wireless players on the mainland.
2006
2007 2007 2006
Company Market
Sales Market Share (%) Sales
Share (%)
Nokia 435,453.1 37.8 344,915.9 34.8
environment of the cellular mobile phone sector has a very positive impact over
the market. With the enactment of Deregulation policy, Pakistan
Telecommunication Authority was assigned the job of its implementation. Thus
after a transparent bidding process licenses have been issued to two new
international cellular mobile phone companies including Telenor of Norway and
Alwarid of UAE. Both of these companies have paid an amount of $ 291 Million
and an investment of more than Rs. 2 Billion is expected over the next few
months. Recently, an amount of more than Rs. 14 Billion has been invested in
this sector through the issuance of the licenses for Long Distance International
(LDI), Fixed Local Loop (FLL) and Wireless Local Loop (WLL) and a large
number of reputed national and international companies participated in the
auction for Wireless Local Loop. Pakistan Telecommunication Authority has
successfully completed the first phase of telecom deregulation through a
transparent and well-defined regime. During this phase total 265 licenses were
issued including 12 LDI, 73 FLL and 180 WLL licenses. Now, as different
companies have obtained their licenses, PTA in now making its best efforts to
ensure that licensees may start their businesses as soon as possible so that a
larger number of population may benefit from these modern sources of
communication and particularly residents of rural and far-flung areas might be
able to take the advantage of these state-of-the-art communication and
information services.
Total
Mobile telephone
Year Population Fixed Lines
Subscribers subscribers
subscribers
1990 112,400,000 843,346 2,000 845,346
1991 115,770,000 1,116,113 8,500 1,124,613
1992 119,230,000 1,243,569 13,500 1,257,069
1993 122,802,000 1,528,470 16,000 1,544,470
1994 126,470,000 1,830,000 24,662 1,854,662
1995 127,480,000 2,127,344 40,964 2,168,308
1996 128,500,000 2,376,786 68,038 2,444,824
1997 129,500,000 2,557,619 135,027 2,692,646
1998 132,352,280 2,756,127 206,908 2,963,035
1999 135,630,000 2,986,107 278,830 3,264,937
2000 138,988,992 3,053,460 349,460 3,402,920
2001 142,431,008 3,252,000 812,000 4,064,000
2002 145,960,000 3,655,474 1,238,602 4,894,076
2003 149,576,400 3,982,781 2,624,799 6,607,580
During July-November 2006 of last year, mobile phones worth $294.7 million
were imported in the country as compared to $51.3 million during the same
period in 2003.
RESPONSIBILITIES OF AUTHORITY
In exercising its functions and powers under the Act, the authority ensures:
Rights of licensees are duly protected. All of its decisions and determinations are
made promptly, in an open equitable, non discriminatory, consistent and
transparent manner. All applications made to it are disposed of expeditiously; the
persons affected by its decisions or determination are given a due notice thereof
and provided with an opportunity of being heard. It encourages, except subject to
the exclusive right of the company in basic telephone service, fair competition in
the telecommunication sector. The interest of users of telecommunication
services are duly safeguarded and protected.
A latest study conducted by Nokia pointed out that the people in Pakistan prefer
style more than the need of being connected. The study says that the new
devices combined with a attractive fold design with quick cover keys is bringing
out substance to style, which is more acceptable in Pakistan as compared to
other markets in the region of Asia and Asia Pacific. The study said that for
innovation-conscious users ‘we need to offer intelligent and entertaining
multimedia functionality in an easy to use, ultra slim package’.
Talking to The Nation regarding the study and cell phone users’ preference for
Nokia in Pakistan, Tomi Paatsila, Vice President of Mobile Phones Sales and
Market Operations for Nokia in the Middle East and Africa said that the users in
Pakistan had surpassed others in the demand for innovation in technology.
He said that the cell phone users in Pakistan were involved more in style, which
was beyond their expectations. He said the users in Pakistan needed style and
design more than other features.
He said that Nokia was considering of doubling its investment in Pakistan looking
at the response. He said that Nokia has conducted a comprehensive and detailed
study of mobile phone users and Pakistani users have surpassed their forecast in
the market which will be over 3 billion subscribers by 2008.
Mobile phone service was introduced in 1990, with two operators but heavily
regulated and taxed. Service was blocked completely in some cities at some
times to prevent terrorists from using cell phones. Things gradually began to
change after a new telecom act in late 1996. As a result, when Imran visited in
1998, service was back on everywhere, but his brother didn't feel any need to
have a mobile phone.
By 2001 there were four operators in the market (with the PTT entering the
mobile market at the beginning of the year under the brand name UFONE) and
the activation tax was down to Rs. 5000 (~US $85). Things started to
accelerate. By the end of 2002 there were 1.2M mobile subscribers.
Finally, the cost of acquiring service has fallen below a critical breakpoint, in part
by the reduction in activation fees and in part by the ever declining costs for
mobile phones and mobile phone infrastructure.
A critical factor in the rise of the mobile subscriber base in Pakistan has been the
reduction in activation fees.
MARKET SHARE
With the monthly additions average around 2.5 million subscribers, 2007 has
been a phenomenal year for the mobile market growth in Pakistan. Here’s a look
at the numbers (from PTA site) for the first 8 Months Of 2007. A quick analysis of
this data reveals few trends about market leadership.
Mobilink gained the most subscribers (5.45 million) in this period. Its market
share has been decreasing gradually but that’s expected with the increase in
competition and tele density.
Telenor was the fastest growing company, 45% of their current subscribers (5.35
million) were gained this year. No doubt that Telenor has emerged as a strong
contender. It took a small lead over Warid in March and has been able to
maintain it.
The rate of growth for Ufone has been impressive as well. It gained 5.32 million
of the approx 20 million new subscribers in first 8 months of this year in
Pakistan. Paktel has been barely able to reverse the negative trend of subscriber
losses.
Telenor 19%
Mobilink 41%
WaridTel 17%
Ufone 22%
CELLULAR SUBSCRIBERS
CMPak
Year Mobilink Ufone Instsphone Telenor Warid Total
/Zong
2000 114,272 -- 80,221 112,000 -- -- 306,493
2001 309,272 116,711 96,623 220,000 -- -- 742,606
2002 800,000 350,000 218,536 330,000 -- -- 1,698,536
2003 1,115,000 550,000 319,400 420,000 -- -- 2,404,400
2004 3,215,989 801,160 470,021 535,738 -- -- 5,022,908
2005 7,469,085 2,579,103 924,486 454,147 835,727 508,655 12,771,203
2006 17,205,555 7,487,005 1,040,503 336,696 3,573,660 4,863,138 34,506,557
2007 26,466,451 14,014,044 1,024,563 333,081 10,701,332 10,620,386 63,159,857
July-2007* 27,165,868 14,772,911 1,024,512 336,052 11,272,023 11,079,242 65,650,608
Aug-2007 27,829,625 15,336,740 1,035,374 336,157 11,981,809 11,484,386 68,004,091
Sep-2007 28,571,845 15,421,459 1,232,613 337,422 12,578,459 11,866,664 70,008,462
Oct-2007 29,152,747 15,487,129 1,056,742 335,398 13,253,767 12,239,363 71,525,146
Nov-2007 29,784,724 15,934,811 1,777,288 329,743 13,913,267 12,845,819 74,585,652
Dec-2007 30,612,630 16,161,936 1,980,587 325,858 14,596,382 13,205,677 76,883,070
Jan-2008 30,888,105 16,443,171 2,355,309 320,238 15,350,045 13,381,319 78,738,187
Feb-2008 31,362,040 16,849,021 2,145,315 320,238 16,015,381 13,609,332 80,301,327
Mar-2008 31,756,283 17,198,373 2,142,465 320,768 16,701,720 14,394,927 82,514,536
Last Year, in middle of 2005 Government of Pakistan had decided to sell at least
26 percent of this company to some private agency. There were three
participants in the bet for privatization of PTCL. Etisalat, a Dubai based company
was able to get the shares with a large margin in the bet.
UFONE
Ufone GSM is a Pakistani GSM cellular service provider. It is one of six GSM
Mobile companies in Pakistan and is a subsidiary of Pakistan Telecommunication
Company.
The company commenced its operations under the brand name of Ufone from
Islamabad on January 29 2001. Ufone expanded its coverage and has added
new cities and highways to its coverage network. After the privatization of PTCL,
Ufone is now owned by Etisalat.
OPERATING PERFORMANCE
Ufone’s operational performance has been very encouraging. Despite the stiff
competition in Pakistan telecom market which has led to reduction of prices to
bare minimum level, due to its aggressive policies and exercising strict control
over expenses the Company managed to improve its revenue and after-tax profit
by 87% and 54% respectively, as compared to last year.
PRODUCT (UFONE):
Ufone understands the value of words and the need to communicate effectively
and efficiently at all levels of society, which is why company’s primary focus is on
U. Ufone offers, Prepay & Postpay services in the Telecom sector.
Ufone aims to provide with wider coverage, superior connectivity, clear signals &
voice quality to their valued customers.
U-CIRCLE
U SHARE
Experience limitless features by stepping into the world of Ufone Postpay’s value
added services. We aim to connect with you and provide you state of the art
services to make sure you get the most out of your mobile phone. Which is why,
we’ve mentioned some of our value added services to help you begin.
ESSENTIALS
You can send and receive text messages upto 160 characters per SMS. If your
handset supports more than 160 characters, one SMS will be sent for every 160
characters. You can exchange text message both nationwide & worldwide.
You can find out the caller’s number automatically before answering the phone as
it is displayed on your handset.
CONFERENCE CALLING
Conference Calling lets you talk to two people at the same time in a 3–party
simultaneous conversation. To activate your conference calling, please call 333.
CALL WAITING
Call Waiting allows you to receive another call while in conversation with a caller.
VOICE MAIL
Voice mail lets you receive and store voice messages when you are unable to
attend your calls; if your phone is switched off, busy or out of coverage. To
activate your voice mail, please call 333. To retrieve your voice messages,
please dial 191. You can enjoy a storage capacity up to 10 messages.
EXCLUSIVES
With Missed Call Notification, you never miss a call even when your phone is
switched off or you’re out of coverage. Ufone Postpay offers you SMS
notifications of all missed calls with time and date information as soon as you turn
your phone back on or are back in coverage. To activate your missed call
notification, SMS “MCN ON” to 180.
With Phonebook Saver, now you can retrieve all your contact numbers instantly
whenever you lose them. So go on and create your personal Phonebook Saver
account and never lose a contact again. To subscribe to Phonebook Saver, write
an SMS, “Sub <Handset Model>” and send it to 400.
MOBILE BANKING
Ufone Postpay offers its customers the convenience of conducting their banking
transactions like account balance, outstanding balance on the credit card,
payment transfer etc from the comfort of their office or home. Services offered
may vary from Bank to Bank.
This facility provides you and your corporate the option to define your
personalized calling group within your organization and avail fabulous discounted
rates and other benefits. To get tariff and activation details, please call 333.
With GPRS (General Packet Radio System) you can access your internet based
emails, browse the internet and send & receive multimedia messages from your
handset.
Internet Access: you can access the internet by simply entering the desired
website/wapsite address on your phone’s internet browser.
MMS: this service allows you to send and receive pictures, sounds & video clips
along with your personalized text messages to Ufone and other mobile operator
subscribers.
Emails: you can use your internet based emails by accessing your email website
through the GPRS enabled handset
ACTIVATE GPRS
To get GPRS/MMS subscription and your handset settings, simply SMS your
“handset model” to 222.
GPRS ROAMING
With Ufone Postpay you can now send & receive MMS, surf the internet, access
your emails and enjoy lots of other GPRS services while roaming abroad. All this
with the same ease as you would in your city. To activate your GPRS Roaming
services, please call 333.
CONTENT DOWNLOAD
Video Clips
Logos
Picture messages
Wallpapers
Up to 4 free Ufone SIMs will be delivered at your doorstep along with your credit
card as per the following criteria:
STANDARD CARD:
NO SECURITY DEPOSIT!
Your Ufone postpay connection through the ABN AMRO Ufone Credit Card
means you do not have to place a security deposit.
Enjoy an Annual Fee Waiver for the first year simply by activating your ABN
AMRO Ufone Credit Card along with a Ufone connection with an advance line
rent option
3% CASH BACK
You will get 3% credited on your Ufone account based on your monthly billing.
1. Earn Triple Reward Points on your ABN AMRO Ufone Credit Card for every
Rs. 50 of your Ufone bill paid through Direct Debit.
2. Earn Double Reward Points on your ABN AMRO Ufone Credit Card for every
Rs. 50 you spend on retail transactions.
Get rewarded every step of the way! Transfer Reward Points from your ABN
AMRO Ufone Credit Card to your Ufone connection by simply calling our Non-
Stop Banking Centre at 111-06-06-06:
Enjoy the convenience of paying your Ufone connection billing via the ABN
AMRO postpay Ufone Credit Card. Now pay only one bill instead of two and earn
Triple Reward Points!
The ABN AMRO Ufone Credit Card carries the MasterCard logo, ensuring
worlwide acceptability at over 24 million locations in over 210 countries and over
10,000 retailers across Pakistan.
INSURANCE COVER
The ABN AMRO Ufone Credit Card comes equipped with the following safety
and coverage features:
Lost or Stolen Card Cover: If your card or any Supplementary Card linked to your
account is lost or stolen, you suffer no liability for transactions made after you
have reported your card lost or stolen.
Credit Protection: This costs just 0.36% of your outstanding monthly balance. The
outstanding balance on the card is insured for payment in the unfortunate event
of death or temporary/permanent disability of the cardholder. To activate this
facility on your Credit Card, please call 111-06-06-06.
DISCOUNT PARTNERS
Take advantage of fabulous discounts and privileges with leading brands and
service providers with the ABN AMRO Ufone Credit Card. Please consult the
Rewards and Discount Guide for further details or call our Non-Stop Banking
Centre at 111-06-06-06.
The ABN AMRO Ufone Credit Card comes with a cash advance facility of up to
75%* of your credit limit, so you'll never be in a crunch for cash. You can use any
ATM in the world that displays the logo for this facility.
INSTALLMENT PLAN
You can transfer balances from other credit cards or book purchases on the ABN
AMRO Ufone Credit Card. Affordable mark-up rate of 1.66% per month.
Balance re-payable in 6-60 months (in increasing multiples of six) Easy and
Convenient installments.
MMS
A picture speaks a thousand words. Our Multi Media Service offers you the
chance to speak your mind with a difference. With Ufone’s Multimedia
Messaging Service, you can now send pictures that can light up your friend’s day.
An MMS can be sent to any Mobilink, Warid or Telenor number. You can also
send an MMS to your friend’s e-mail address. Subscription to MMS is free for
Postpaid users.
For Prepaid users, there is a one time only subscription charge of Rs. 150. This is
inclusive of GPRS activation.
GPRS
General Packet Radio Service (GPRS) offer 'always-on', higher capacity,
Internet-based content and packet-based data services. Ufone GPRS enables
services such as Internet browsing, e-mail on the move, powerful visual
communications, multimedia messages and location-based services.
Ufone GPRS offers complete solutions through which you can always stay online
and connected.
INTERNET ACCESS:
With Ufone GPRS, you can enjoy a better mobile Internet experience, with
access to graphically rich content with sound and animation, as well as better
applications that slower bandwidths couldn't handle. So you can easily check
your e-mails, chat with your friends and browse on the internet as much as you
want.
UCHAT:
Ufone GPRS lets you chat with your friends and loved ones over great services
like MSN, Yahoo, AOL and ICQ.
You can also download your chat application over GPRS and start chatting even
if the application isn’t pre-installed on your handset.
Top executives and Managers are faced with the ever increasing requirement for
mobile voice as well as anytime, anywhere access to corporate resources,
regardless of the access device. GPRS gives that essential advantage to the
people who value their time.
PHONEBOOK SAVER
Ad <Name>
To add a contact to Phonebook Saver
Get <Name>
To retrieve a single saved contact
Get All
To retrieve all saved contacts
Del <Name>
To delete a single saved contact
Alternatively, you can also add contacts to your Phonebook Saver account by
sending a contact in the form of a business card to 400.
Ufone VPN lets you define your own Closed User Groups (CUGs) within your
company and also lets you assign a private numbering plan within your closed
user group.
PRICE:
As compare to other telecommunication companies, Ufone offers its services with
lower and affordable rates. The price of product matters in the market but low
price with high density service is not an easy task to accomplish. For the
satisfaction of valued consumer Ufone merged the low Price and high density
services with wide network.
Both, the Prepay & Postpay tariff are being defined as follows:
Ufone Postpay provides you with matchless call plans to suit your lifestyle and
connectivity drive. Use your Ufone Postpay for business or leisure and stay
connected all the time.
For the first quarter 2006-07 ending October 30, 2006 Ufone profit before tax was
Rs.7.7 billion with net Profit of Rs.5.1 billion, which is 7% lower than that of the
corresponding quarter of last year. For the full year 2005-06 after tax profit was
Rs 20.78 billion which was 22% less than previous year’s profit.
Dividend of Rs 3 per share was awarded which corresponds to an impressive
dividend yield of 12.3%.
PRICING STRATEGY:
Pricing strategy plays very important role to acquire market share where giant
competitors are already working and moving ahead.
Ufone has implemented low pricing strategies to reach its objectives. Pakistan’s
mostly population contains on Middle class and working class people. In this view
the low pricing strategy of Ufone gets attention of many customers. In the early
age of Ufone launched, they decide their logo by the people opinions that boost
its products. An advertising campaign launched showing Bakra Market that
relates to middle class of Pakistan.
PROMOTION:
For the promotion of product, print media, electronic media, billboards, broachers
and leaflets has been utilized for the awareness of various customers.
Time to time, Ufone promotes its services / schemes to
their users and general public via using various type of
promotion channels. Through the advertisements people
get awareness about the product and are able to choose
the best one for fulfill their requirement in Mobile
Telecommunication.
Electronic media and billboards (Including skyscrapers)
are the key sources for the promotion of Ufone. Different
kind of advertisement can be seen on Television and
billboards. Ufone is also a co-sponsor of Cricket World
Cup 2007.
Advertising campaign is special and
impressive than other cellular
companies, like concept, models,
colors scheme and visualizing. The
advertisement of post pay has been
very much attractive for the
business class customers with the
slogan of endless possibilities.
Ufone website (www.ufone.com)
contains bunch of information about
the product, services, coverage,
placement, and value added services. Website is playing a leading and
significant role for the promotion of product.
Call operators of customer service department are professional and proficient to
resolve consumer problems and they are 24 hours available to respond
customer’s query.
Mobile Portability Technology has been launched by the Ufone which is very first
telecom company to adopt and promote the latest technology. To deliver the
knowledge of Mobile Portability Technology Ufone promoted it through print and
electronic resources.
The GSM contract for Ufone also include Huawei's new generation
GSM dual density BTS that feature high integrated and receiving
sensitivity to improve the network performance and lower the cost of
network construction and O&M expenditure. In addition, Huawei will
provide Mobile Softswitch solution based on the advanced R4
architecture to satisfy Ufone's network expansion requirements,
enables the telecom service provider to evolve into 3G smoothly.
PLACEMENT:
Ufone has more than 10.2 million subscribers as of Dec 2006 and has network
coverage in more than 750 cities. Ufone offers efficient and friendly customer
services through 225+ Sales & Customer Service Centers across Pakistan.
S.
Business Name Address
No.
1 FRIENDS MOBILE CORNER, SHOP NO G-2
ADNAN
& G-3, OPPOSITE Dr. SULTAN HOSPITAL,
COMMUNICATIONS
KORANGI - V
2 PLOT NO 14, STREET NO 1, ALIGARH
RED STAR
COLONY, ORANGI TOWN, NEAR KESC
COMMUNICATION
OFFICE AND METRO CINEMA.
3 BEST BARGAIN SUPER SHOP NO JM 4/909, BABRI CHOWK, GURU
STORE MANDIR NEAR HBL NEW TOWN, KARACHI
4 OFFICE NO 14, GROUND FLOOR, REX
ASIF ENTERPRISES CENTER. FATIMA JINNAH ROAD,
SADDAR, KARACHI
5 SHOP NO 18, BOAT VIEW APPARTMENT
ABDUL SAMAD MUN
BOATIN BASIN CLIFTON KARACHI.
6 SHEIKH KHURRAM GF2, TECHNO CITY, ALTAF HUSSAIN
REHMAN ROAD, I.I CHUNDIGAR ROAD, KARACHI
7 SYED SAFEER UL SHOP NO 6, MADINA SHOPPING CENTER,
HASSAN QUAID-E-BAD, LANDHI, KARACHI
8 PLOT NO 168/A, SHOP NO 2, MADINA
ZAFAR SIDDIQ MOTI MALL BLOCK NO 3 ,KHALID BIN WALEED
ROAD, P.E.C.H.S, KARACHI
9 SHOP NO 17, AL-BURHAN SHOPPING
MUHAMMAD IBRAHIM
CENTER, NORTH NAZIMABAD, KARACHI.
10 SHOP NO 6, AREAKA 80 GROUND FLOOR,
NOOR MOHAMMED NEAR ROOMI MOSQUE. SINDHI MUSLIM
SIDDIQUE HOUSING SOCIETY, MAIN SHAHRAH-E-
FAISAL KARACHI.
11 A-9 ABBAS AQUARE, BLOCK 7, F.B.
GHAZI COMMUNICATION
AREA , KARACHI
12 SHOP NO 31 & 32, JILANI CENTER, M.A
PAK COMMUNICATIONS
JINNAH ROAD, NEAR TOWER, KARACHI
13 SHOP NO 9NA, CRESENT COURT-II,
WIRELESS ONE ABDULLAH HAROON ROAD, NEAR B.V.S
SCHOOL, KARACHI
14 3-C, M.M TOWERS, KHAYABNE ITTEHAD,
ABDUL BASIT ZAHID
PHASE-II-EXT, D.H.A, KARACHI
15 SHOP NO 1 & 2, BLOCK NO 17, JAWAID
MOBILE WORLD
ARCADE, GULISTAN-E-JAUHAR, KARACHI
DADU.
38 NEAR NATIONAL BANK, AIR PORT ROAD
SAHIL COMMUNICATION
GWADER
39 SHOP NO 2, PHULLELI ROAD NEAR
REHMAN TRADERS TOWN HALL SHOPPING CENTER, TANDO
MOHAMMAD KHAN.
40 MEHRAN UFONE FRANCHISE MAIN ROAD, MORO
COMMUNICATION
41 KHAWAJA TEHSIL ROAD NEAR JAMIAH MASJID,
COMMUNICATION LORALAI
42 UFONE FRANCHISE PAKISTAN CHOWK,
PEARL COMMUNICATION
BANDAR ROAD, LARKANA
43 SHOP NO 13, SHAH FAISAL MARKET,
TAMIMI TRADERS MALIR HALT, MAIN SHAHRAH-E-FAISAL,
KARACHI.
44 BLOCK NO 7/8, CP BERAR SOCIETY,
ASIM I SHEIKH
MADINA HEIGHTS, KARACHI
45 SHOP NO 6, STATION ROAD, SIKANDAR
TAHIR ELECTRONICS
SHOPPING CENTER, LARKANA
46 HYDER STATION ROAD, JUMANI HALL, SHIKAR
COMMUNICATIONS PUR
47 SHOP NO D-3/401-A, DHARAM SHALA
ABID GENERAL STORE
,STATION ROAD, SUKKUR
48 PLOT NO C-408/10, SHOP NO 1,2 & 3,
ABDUL SHAKOOR ARIAN GROUND FLOOR, MINARA ROAD,
SUKKUR
49 CITI MOBILE STATION ROAD, NEAR Dr.MOHAMAMD
COMMUNICATION SALAH SHEIKH, SHAHDAD KOT
50 SHOP NO D 64-B/1, MAHRAB CENTER
MEHAK COMMUNICATION ADJACENT H.NIZAM DEEN & SONS, MAIN
SHAIR SHAH SITE, KARACHI
51 SHOP NO R-426, SECTOR 11/C1, NORTH
PLANET TELECOM
KARACHI
52 PLOT NO 412-A, BHATTAI COLONY,
SWIFT COMMUNICATION
KORANGI CROSSING, KARACHI
53 SHOWROOM NO 2, Block 13-C, BAIT -UL-
MUHAMMAD ASHFAQ FURQAN BUILDING, GULSHAN-E-IQBAL,
Near MCB Bank, Karachi.
54 DAVESH TELECOM MAIN DARGAH ROAD, HALA
55 PLOT NO 9/21, AREA 37-C, NEAR BABAR
N.Z.ENTERPRICES
MARKET, LANDHI NO 3. KARACHI
56 NEAR MADINA HOSPITAL, JHANG ROAD,
PAK LINKS
CHINOT
57 SHOP NO P-110, BASEMENT BUKHARI
CELL COMMUNICATIONS
CENTER, CHINNIOT BAZAR, FAISALABAD
GUJRANWALA
184 RAZA HASSAN 28-A, SATELLITETOWN, GUJRANWALA
185 JILANI COLONY, NEAR OUTPOST
MEHREEN TELECOM
RAILWAY POLICE, NAROWAL
186 35-G.T ROAD, NEAR POST OFFICE,
SHEIKH KAMRAN ISMAIL
SHAHDARA, LAHORE
187 MOBILE INN MAIN SAMBRIAL ROAD, SAMBRIAL
188 OBH TECHNOLOGY 54-M, GULBERG-III, LAHORE
189 VIP MOBILE CENTER, BEHIND DAR
STAR MOBILES GOODS AFZAL MARKET, MALL ROAD,
LALAMUSA
190 MOBILE-1 5, SAMA PLAZA, 68-WEST, BLUE AREA,
COMMUNICATIONS ISLAMABAD
191 CELLULAR SHOP NO 11,BLOCK 2-H,F-10
COMMUNICATIONS MARKAZ,ISLAMABAD
192 HI TECH MAIN CHANDNI CHOWK, MURREE ROAD,
COMMUNICATION RAWALPINDI
193 COMMITTEE CHOWK, MAIN MURREE
ANEES AHMED CHOHAN
ROAD, RAWALPINDI
194 135/G, MARIR CHOWK, KASHMIR ROAD,
SWAYS 6
SADDAR, RAWALPINDI
195 FUTURE A-81/1, MINAR ROAD, MADANI STREET,
COMMUNICATION LALA RUKH COLONY, WAH CANTT
196 FRIENDS SADAAT MARKET, G.T. ROAD,
TELECOMMUNICATION HASANABDAL
197 SARHAD 25, PINDI CLUB BUILDING, THE MALL
COMMUNICATIONS RAWAPINDI
198 NAMAL CORPORATE PLAZA MAIN KOHATI
COMMUNICATIONS CHOWK, PESHAWAR
199 NEAR BAJORI GATE NAMAK MANDI
NOOR ENTERPRISES
PESHAWAR CITY
200 1094, SADDAR ROAD, OPPOSITE G.P.O,
Future Communication
PESHAWAR CANTT, PESHAWAR.
201 MAIN UNIVERSITY ROAD, OPP HONDA
HAROON TRADERS
NORTH PESHAWAR
202 GROUND FLOOR SIDDIQUI MANSION
JADOON
NEAR AMIN HOTEL GT ROAD PESHAWAR
COMMUNICATION
CITY.
203 DAGGAR ROAD MAIN SWARI BAZAR
BUNAIR COMMUNICATION
BUNAIR
204 SHOP 14 CANTT MARKET HANGU ROAD
B & J COMMUNICATIONS.
KOHAT CANTT
205 OPP IRRIGATION REST HOUSE JUNGLE
SHAHID ZAMAN & CO.
KHEL ROAD KOHAT
COMPETITORS
Telecom Industry is experiencing a fast pace
in context of new launchings and
introduction of exciting technologies. From
this month, IT Insight will provide a regular
section 'Market Watch'. The section will
cover the industry and provide reviews,
insight analysis and industry forecasts. This
will base upon market intelligence, industry
news, experts' opinions and research.
CELLULAR COMPETITION
Telenor garnered the biggest portion, with 3m or 30% of the total, ahead of
Mobilink (27%), Ufone (25%) and Warid Telecom (21%).
Ufone was the best performer in April, adding 0.89m customers, or 32% of the
monthly total.
Mobilink crossed the 25m customer barrier, becoming only the 11th Asian
mobile company to do so, after China Mobile, China Unicom, NTT DoCoMo,
KDDI, Telkomsel, Bharti, Reliance, BSNL, Hutch etc.
MOBILINK GSM
Mobilink GSM
Pakistan Mobile Communications Ltd (PMCL)
Type Private Limited Company
Genre Subsidiary
Founded 1994
Founder Motorola USA
Islamabad, Pakistan
Headquarters
42 Kulsum Plaza, Blue Area
Area served 5000 cities, towns, and villages across Pakistan
WARID TELECOM
Warid Telecom
Type Private
Founded 2004
301-Dhabi Tower, Hamdan Street, Post
Headquarters Box 44222, Abu Dhabi, United Arab
Emirates
The company started rolling out network from mid-2006. In less than a year,
amidst much speculation, Warid Bangladesh launched their commercial
operation with 26 districts – the largest ever launch in terms of network coverage
and BTS Stations. Unlike its operations in other countries Warid Bangladesh
uses the slogan be heard instead of we care.
Warid Pakistan launched its services in May 2005. Within 80 days of launch
Warid Pakistan claims to have attracted more than 1 million Users. According to
Pakistan Telecommunication Authority, currently Warid Telecom has more than
10 millions subscribers in Pakistan and is ranked as the fourth largest operator in
Pakistan. Warid Pakistan claims it has the largest "post-paid" subscriber base in
Pakistan.
TELENOR
Telenor
Type Public
Founded 1855
Headquarters Fornebu, Norway
CEO: Jon Fredrik Baksaas,
Key people
Chairman: Thorleif Enger
Industry Telecommunication
Products Telephony and broadband
Revenue ▲ 91.1 billion NOK (2006)
Operating
▲ 18.3 billion NOK (2006)
income
Net income ▲ 15.9 billion NOK (2006)
Employees 31,750
Slogan Here to help
Website www.telenor.com
Telenor Pakistan is a wholly owned subsidiary that started operations on the 15th
of March 2005 and holds one of six mobile licenses in Pakistan. Its also the
fastest growing cellular network of Pakistan. Currently Telenor holds the second
largest GSM and the largest GPRS and EDGE coverage in Pakistan. It has also
achieved the second largest retailer network in Pakistan within the 2 years of its
operations and it has started operations in Azad Kashmir and the Northern Areas
of Pakistan. Telenor has reached its breakeven in the first quarter of 2007 and
beat largest mobile operator Mobilink in sales. Telenor proactively participated in
earthquake disaster relief, and is carrying out a campaign for the welfare of flood
victims in Balochistan. Current CEO of Telenor Pakistan is Tore Johnsen.
Paktel was the first ever company granted license to carry out cellular phone
services in Pakistan, set up by Cable & Wireless. It carried out AMPS services
until 2004, when the company launched GSM
services as well. Its main competitor emerged in late
1990s as Instaphone and soon began to dominate
the market.
Millicom International Cellular S.A. on Sunday, 22nd
January 2007, said it will sell its 88.86 percent stake in Paktel Ltd. to China
telecom for $284 million, which includes the repayment of inter-company debt.
The sale implies an enterprise value for Paktel of $460 million, Millicom said in its
press release.
China Mobile is the world's largest telecom operator. Having a customer base of
over 300 million customers, its network routes 700 million text messages every
day and handles 250 million calls every hour.
China Mobile is perhaps the only cellular network that provides uninterrupted,
reliable coverage through tunnels, on highways, inside sky scrapper elevators as
well on top of Mount Everest.
China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to
offer and operate voice, data and all value added services in the entire country.
One of the fastest growing cellular markets in the world, Pakistan is a key region
that is likely to offer expansion opportunities as well the chance to make a
difference in the lives of a growing clientele that is demanding and understands
and appreciates better quality and service standards.
ZONG would offer its customers with entertaining & innovative value added
services and will empower them by giving a wide variety of products, services &
content to choose from.
We are privileged to be the pioneering country introducing this brand with others
to follow. And God willing, together we will also make ZONG a success story for
others to try and replicate.
China Mobile has already invested $500 million in Pakistan and has plans to
invest more. The company plans to increase coverage area by several thousand
miles, including highways with the capacity of 20m subscribers.
The Chinese company had acquired Paktel for over $460 million enterprise value
last year. On May 4, 2007, China Mobile unveiled its new company -- CMPak
Limited.
UFONE ANALYSIS
UFONE’S APPROACH TO CUSTOMER FEEDBACK
You walk into their store to pay the bill or get something done — that transaction
is entered into their POS / CRM / Billing / ERP system.
One day later Ufone sends you an SMS hoping your experience was well, and
asking a simple question: “Was your experience satisfactory? Send reply ‘yes’ or
‘no’.
The costs of this approach, however, is that Ufone will not know why people are
not satisfied, and for this they will have to work closely with the Line or Business
Center managers as well as sort through reports of customer service staff. Even
then, they will twist data — in today’s customer experience world, skewed data
can be hazardous to a company’s health.
The other major issue with Ufone's approach is that it is an interruption based
approach. If I get an SMS at an odd time, I wouldn’t care if the SMS says “thank
you for visiting our store”, it interrupted me and hence has a chance to put me off.
Especially because Ufone keeps sending an SMS every day until you give
up and reply!
Telenor Pakistan and Ufone Pakistan are set to launch the world’s first
interoperable voice messaging, or voice SMS, services in 2008 following
successful voice messaging trials towards the end of last year. The trials were
based on the technical specification developed by the GSMA, the global trade
association for the mobile phone industry.
Telenor Pakistan and Ufone, with support from voice messaging vendors Mobile
Arts and Kirusa, successfully trialed interoperable voice messaging between
October and December 2007 - the first successful multi-operator and multi-
vendor voice messaging trial anywhere in the world.
“Ufone has always led the way in service innovation which has led our
recognition of being the operator of choice for millions. The successful inter-
operator trial is testimony to the commitment and direction shown by Ufone in
bringing new technology and services to Pakistani consumers. We are extremely
proud to be part of this ground breaking exercise which will no doubt have a
positive impact on the lives of our subscribers”, said Mr Ali Ikram, Marketing
Manager VAS of Ufone Pakistan. “Ufone is proud to be the leaders in validating
the GSMA standards for voice messaging inter-operability solutions.”
FINDINGS
I observed a trend of aggressive marketing and advertisement by the mobile
operators in Pakistan. They proudly announce 50 paisa, 3 paisa, 1 paisa call
rates. Trying to one-up other competitors, the advertisements emphasize the
lowest possible rate to grab the consumer attention.
In reality the low rates being advertised come with many conditions. To figure it
out one has to read the fine print carefully that usually marked with * (asterisk). I
think this is unfair to the consumers and we need to criticize this trend which
some may characterize as deceptive marketing.
People are worried about cellular service they often complaint that cellular
operators are not willing to enhance their services. Caller feels
disturbance, busy network, and unauthorized call ending.
DIRTY SMS
Cellular operators provide bundle SMS / MMS offers which results huge
load on networks. Bundle offers also cause dirty and unethical jokes and
SMS.
ADVERTISING BUDGET
RECOMMENDATION
Cellular operators are providing their best but I have some suggestions to deliver
more effective service.
ATTRACTIVE ADVERTISING
CONCLUSION
This project “Advertising Techniques Used by Cellular Companies” has been very
energetic for me and my career. I learnt a lot while completing this project. The
knowledge I gain is valuable and the contacts I met with are more valuable. This
has been a great experience of my life. I faced many complications to find the
correct and latest information. Alham-do-lillah I succeeded to deliver the best.