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Pakistan Telecommunication Company Limited 1

Presentation -2
Program: EMBA
Course: Marketing Management

Group Industry: Telecommunication

Selected Company,
Pakistan Telecommunication Company Limited

Faculty: Mr. Faisal Haroon


Institute of Business & Technology
Submitted By: Muhammad Tauqeer Ahmad
Student ID: BEM/896

Submission Date: May 11th 2008

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 2

Preface
As per given task we chosen Telecommunication industry due to getting a better place in
market and their growth rate boost up day by day.
If we see market over view of telecommunication industry in Pakistan that telecom sector
is seeing exorbitant growth in Pakistan.
Mobile subscribers are in 2006 were 48.2 millions and in June 2007 the mobile users
reached over 63 millions to 76.6 millions.
Currently 80.3 million as of February 2008, according to Pakistan Telecommunications
Authority(PTA), 2.7 million subscribers are added monthly. In fact Pakistan has the
highest mobile penetration rate in the region. According to the PTA, Mobilink continues
to lead the market with 31.36 million subscribers, followed by Ufone (16.84 million),
Telenor (16.01 million), Warid Telecom (13.6 million).
The telecom infrastructure is improving dramatically with foreign and domestic
investments into fixed-line and mobile networks; fiber systems are being constructed
throughout the country to aid in network growth. Major businesses have established their
own private systems; since 1988, the government has promoted investment in the national
telecommunications system on a priority basis, significantly increasing network capacity.
There are currently 7 million landline subscribers in the country.

My selected Company is "Pakistan Telecommunication Company Limited" (PTCL)


which is the largest telecommunication company in Pakistan.
The Government of Pakistan sold 26% shares and control of the company to Etisalat in
2006 which is a Dubai based company.

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 3

Though Pakistan experienced the revolution of telecom industry in the last decade, PTCL
has been working in this sector from its birth. In the telecommunication domain,
presently PTCL is the largest converged services carrier, providing all telecommunication
services from basic voice telephony to data, internet, video conferencing and carrier
services to consumers, including telecom operators and the corporate sector all over the
country.

Committed to deliver all the modern technologies used around the world to its customers,
PTCL management is now working to introduce Interactive Television (IPTV) service in
Pakistan soon. (online), We will discuss in detail subsequently.

• Company Profile & Introduction

• CEO Message & Vision

• History

• Financial Report

• Subsidiaries

• Marketing Strategy

• Marketing Process

• Target Markets

• Analyzing Target Market

• Product Features, Value & Prices

• Products & Services

• Marketing Campaigns

• Competitors

• Conclusion

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 4

Contents Page #
1) Company Profile & Introduction ………………………………… 7
a) Overview company status & Structure …………………………. 8
b) Company's CEO massage ………………………………………. 9
c) Vision ……………………………………………………………10
d) Company's board of directors ………………………………….. 11
2) History ……………………………………………………………. 12
a) From 1947 to 1996 …………………………………………….. 12
b) From 1998 to 2003 …………………………………………….. 12
c) From 2006 to Date …………….……………………………….. 12
d) *History of Telephone's Discoverer{Alexander Graham Bell) ☺. 13
3) Company financial & Progress Status ………………………….. 14
4) Subsidiaries ……………………………………………………….. 18
a) Ufone …………………………………………………………... 18
5) MARKETING STRATEGIES ………………………………..,... 20
a) Marketing Process ……………………………………...…… 20
i) Design the Product & Process …………………………..….. 20
ii) Target Markets …………………………………………….. 21
• Home & Personal (Including All Genders) ……………... 21
• Business & Industrial Sector …………………………..... 21
iii) Analyzing Target Market ………………………………….... 22
iv) Product Features, Value & Prices …………………………... 22
• Broad band ……………………………………………..... 22
• Vfone …………………………………………………..… 24
• Phone n Net …………………………………………….... 25
• IPTV ………………………………………………….….. 26
• Skyline …………………………………………………... 27
• International IP Services ……………………………….… 28
• Pakistan Plus Package ……………………………… . .… 28

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 5

• Basic Plus Package ………………………………………. 28


• Value Plus Package ………………………………………. 28
v) Advertising …………………………………………………... 29

6) Product & Services ………………………………………………... 37


a) V fone …………………………………………………………… 37
b) Broadband (DSL) & Dial up ……………………………………. 37
c) Fixed Line ………………………………………………………. 37
d) Calling Cards ……………………………………………………. 37
e) PTCL Voice Messaging service ………………………………… 37
f) Wavelength Services ……………………………………………. 38
g) International Call Center …………………………………………38
h) 080080800-New Phone Connection ……………………………. 38
i) 1200 Billing Information …………………………………………39
j) Online Phone Directory …………………………………………..39
k) Bill Payment Options ……………………………………………. 40
l) Service Changes …………………………………………………..41
m) National Dialing Codes …………………………………………...42
n) International Dialing Codes ………………………………………42
i) VALUE ADD SERVICES ……………………………………42
• Toll free 0800 …………………………………………… 42
• VPN Service ……………………………………………….42
• Premium services (0900) ………………………………......43
• UAN (Universal Access Number) …………………………43
• UIN (Universal Internet Number) …………………………44
7) Marketing Campaigns …………………………………………… 44
a) Print Media ………………………………………………………. 44
b) Electronic Media ……………………………………………… ... 45
i) TV Ad's ………………………………………………………. 45
ii) Website ………………………………………………...……... 46

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Pakistan Telecommunication Company Limited 6

8) Competitors …………………………………………….………….. 47
a) Wateen ……………………………………………….………….. 47
b) Callmate ……………………………………………….………… 47
c) World Call ………………………………………………………. 47
d) NTC (National telecommunication) …………………………….. 47
e) Circle Net (Pakfon) ……………………………………………… 48
f) DV.Com …………………………………………………………. 48
g) Red Tone ………………………………………………………… 48
h) Burraq combo ……………………………………………………. 49
i) Tele Card ………………………………………………………… 49
9) Conclusion & Suggestion…………………………………………… 50

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 7

Introduction & Profile


Pakistan Telecommunication Company Limited (PTCL) is proud to be Pakistan’s most reliable and
largest converged services carrier providing all telecommunications services from basic voice telephony
to data, internet, video-conferencing and carrier services to consumers and businesses all over the
country.
Whether it is an office in the largest city of Pakistan or a home in a small village, we are present in every
corner of Pakistan to serve our customers.
Company Profile
PTCL operates in one of the most dynamic, deregulated and competitive markets in the world; Pakistan
with a population of 165 million people is a fast growing economy with relatively low penetration of
Information Communication Technology (ICT) services.
PTCL intends to be the leading ICT provider in the region by achieving customers' satisfaction and
maximizing shareholders' value and as such PTCL perceives its future as a customer centric organization
enhancing its infrastructure and investing in people.
PTCL have 6.5 million customers and also continues to be the largest CDMA operator in the country
with 01 million V-fone customers the Employee strength of 65,000
The company maintains a leading position in Pakistan as an infrastructure provider to other telecom
operators and corporate customers of the country. It has the potential to be an instrumental agent in
Pakistan’s economic growth. PTCL has laid an Optical Fiber Access Network in the major metropolitan
centers of Pakistan and local loop services have started to be modernized and upgraded from copper to
an optical network.
Since then, PTCL has been working vigorously to meet the dual challenge of telecom development and
socio-economic uplift of the country. In keeping with the convergence of technologies in the telecom
sector PTCL’s mobile and internet subsidiaries were created in 1998.
Ufone, the country’s second largest mobile service provider, boosted its operations by rolling out the
country’s largest ever expansion of its network, worth US$ 525 million. The new investment aims to
expand capacity and coverage in existing and new cities, as well as providing high speed cellular mobile
and wireless data services. By mid-2008 the two major expansions will give Ufone coverage in over
4,500 cities, towns and villages, and all major highways in the country.
Pakistan Telecommunication Company Limited (PTCL) is the largest telecommunication company in
Pakistan. The Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006.

Etisalat and PTCL


In 2006, Pakistan's Privatization Commission held open bidding to sell 1.326 billion shares, along with
management control of PTCL. The Etisalat International Pakistan, a 100 % owned subsidiary of
Emirates Telecommunications Corporation - Etisalat was the highest bidder for a 26 per cent stake in
PTCL with a $1.96 (116 rupees) per share offer.
Etisalat takes pride in being a partner in progress wherever it goes. To realize the dream of human
progress, Etisalat is ever ready to harness new technologies, build new partnerships and embrace the
future as it comes. This is the vision that drives Etisalat and directs the Etisalat-PTCL interaction.
Subsequent to the takeover of management control by Etisalat International Pakistan, PTCL continues its
drive to transform into a modern, customer-focused communication and information provider with a new
vigour and commitment. By focusing on customer satisfaction, partnering with innovation, investing in
training and human resources and enhancing its infrastructure, PTCL is evolving continuously.
PTCL is one of the largest employers in the country with its work force spread all over the country to
provide an essential service to the people of Pakistan. The changed telecom environment requires PTCL
to bring about changes in its corporate culture to thrive more in the new environment.

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Pakistan Telecommunication Company Limited 8

Corporate and Commercial Initiatives


As part of the transformation of PTCL, the management initiated work on the re-branding of the
Company as a modern and customer-centric national carrier. Externally changing the logo was carried
out to reflect the commitment to the customers and the modernizing of the infrastructure. Internally it
gave employees a new zeal to stimulate the mindset change from a technology and operations focused
company to a competitive carrier that has customer services as its hallmark.
PTCL made several investments in infrastructure development and added network capacity to enhance
services and expand its reach across the country. The market in Pakistan is extremely competitive and
PTCL has the largest nationwide installed network infrastructure capability including switching,
transmission, fibre optic backbone, co-location and international capacity. This gives PTCL a unique
position in terms of providing to carriers and individual consumers alike.
With the introduction of Vfone, the new CDMA-based WLL platform of PTCL, is poised to become the
largest fixed wireless telephony network in Pakistan. On the wireless broadband front, a major upgrade
of the WLL CDMA network was rolled out in order to provide wireless broadband services in 17 major
cities.
Broadband Pakistan offers DSL services with unmatched reliability, affordability and connectivity.
Customers have the option to packages with varying speeds from 512Kb to 2Mb with unlimited
downloads. Broadband customer service is available twenty-four hours a day, seven days a week at 1236
with highly trained and professional representatives.
As part of offering converged services, expanding its service portfolio and improving customer retention
and acquisition, PTCL initiated the multi-channel Inter Protocol Television (IPTV) project during 2006-
07. This will be a landmark addition to the PTCL service portfolio and will enable the company to
provide Triple Play (voice, video and data) services over a single fixed line connection. With IPTV the
customer will be provided with a single interface to satisfy his communication and entertainment needs
along with single billing.
Keeping in mind customer convenience, PTCL is actively engaged in bringing an array of bill payment
options to its customers. PTCL customers now have the flexibility to choose between dropping a cheque
in a drop box at a location near them to sending their payments through mail at a nearby post office.
PTCL has also offered a dedicated service to provide billing information to its valued subscribers who
can simply dial '1200' to access instant billing information of the required PTCL service. With the
introduction of this service, customers no longer need to personally visit customer service centers to find
out what their bill amounts are and the automated service is available twenty-four hours a day, seven
days a week to further facilitate customers.
Moreover, PTCL has introduced a variety of valued added services for its customers while a number of
others are in the pipeline.
Alongside the many packages and services PTCL is continually seeking ways to facilitate its customers
of which payment cards and electronic modes of payments are just a part.
On the technical front, PTCL has laid an Optical Fibre Access Network in the major metropolitan
centres of Pakistan and local loop services have started to be modernized and upgraded from copper to
an optical network.
PTCL has invested in the capacity of two SEA-ME-WE submarine cables to meet the increasing demand
of international traffic. Additionally, PTCL is also part of a consortium that will put in place a high-
capacity fiber-optic submarine cable that stretches from India to Italy and France via the Middle East,
named I-ME-WE, to provide effective resilience to the existing cable systems (SMW3 & SMW4).
PTCL has also signed an agreement with Huawei Technologies Pakistan and Hewlett Packard (HP) to
jointly launch the ‘Network Operation Center’ project which has state-of-the-art fault detection and
resolution technology. This project would establish one main network operation center and three
regional ones with the implementation of an alarm management system across the entire PTCL network

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Pakistan Telecommunication Company Limited 9

in an integrated manner.
Beyond improved packages and new products, PTCL, as a socially responsible corporate entity, has
been pursuing different social causes touching on areas of culture, sports, music, environment and
general welfare by supporting different initiatives.
As such, PTCL’s CSR activities and new ventures are warmly welcomed.
President's Message (PTCL)
I have taken immense pride in assuming the duty as President and CEO of PTCL,
which is a great opportunity for me to execute my responsibilities as a team leader.
To me Pakistan and PTCL are synonymous with an opportunity for growth. The
potential of this growth is visible to me as it is about the human capital we have in
the form of talented and experienced employees. I can assure you that with the
traditional dedication and determination of PTCL workers we will transform this
company into a world class ICT company.
I am proud of my fellow colleagues who have been leading the market so far and
have been adapting to changing technological advancements. After the
deregulation in the telecom sector of Pakistan, PTCL is now again ready to face new challenges in a
competitive environment.
We are poised to retain our leadership position by giving PTCL a new and improved look. The new
colors of the Logo are in context with every Pakistani’s sense of identity and patriotism; green and white
being the colors of purity and honesty, the colors of trustworthiness and integrity, the colors of
Pakistan’s flag and the colors of every Pakistani’s passion.
Be assured that PTCL will remain the people’s first choice of communication in the future. Promising
you the best of our services, at all times.
Best Wishes

Walid Irshaid
President & CEO

Vision a) PTCL
To be the leading Information and Communication Technology Service Stock
Provider in the region by achieving customer satisfaction and maximizing Price
shareholders' value'.
The future is unfolding around us. In times to come, we will be the link that Rates in PKR
allows global communication. We are striving towards mobilizing the Stock Market: KSE
world for the future. By becoming partners in innovation, we are ready to
. Symbol: PTC
shape a future that offers telecom services that bring us closer.
Outstanding 3774000000
Shares:

Open Rate: 47.90

Current Rate: 48.10

Price Change: 0.20

% Change: 0.42%

High Rate: 48.40

Low Rate: 47.75

Volume: 599400

Apr 15, 2008 12:04 PST

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Pakistan Telecommunication Company Limited 10

Etisalta CEO Report


We have continued to renew, invigorating our purpose and determination
to maintain our position as the telecommunications provider of choice,
for all segments of UAE’s diverse community, and in delivering healthy
results in terms of revenues, profitability and customer growth.

Our Revenue and Net Profit from the UAE alone grew by 25% and 33%
respectively compared to 2006. This was at a time of a changing
regulatory environment and the market opening up to competition, both
of which were welcomed.
We are proud of Etisalat’s long-standing reputation as a technology leader and product innovator. We
continue to invest to ensure that our customers are able to benefit from the latest developments and
innovations in telecommunications technology. The continued rollout of Next Generation Networks
(NGN) will give customers a full portfolio of new services delivered over an all IP network. In line with
this we are investing in Gigabit Passive Optical Network (GPON), Fibre to the X- (FTTX) and WiMax
to extend Triple Play and other IP-based services.

The Favourite Country Plan, which offers preferential call rates to selected destinations, was well
received by our individual customers, as was MobileCam, an innovative remote monitoring product
using 3.5G technology. Our Mobile TV offering and Location Based Services have proved to be popular
with individual customers and businesses alike.

During the year we introduced BlackBerry to the retail market. In addition we launched our innovative
Audio Conferencing Service, 4MBpS Al Shamil Residential Broadband package, Credit Transfer and
Voice SMS.

Our product portfolio and choice of mobile services continues to grow. Additional service enhancements
are being introduced on all levels from GSM to 3.5G – for example, translation services, and a special
service for our customers with special needs.

As we look forward to 2008 and beyond, we intend to continue playing our role as an enabler in the
ongoing development of the UAE, which is headed to become a regional hub and a role model for others
to follow. At the same time, we stand committed to the Corporation’s endeavour to join the elite league
of the world’s top telecommunication service providers.

With best wishes!

Mohammed Khalfan Al Qamzi


Chief Executive Officer

Vision
Our Vision is of a world where people’s reach is not limited by matter or distance.
People will effortlessly move around the world, staying in touch with family, making new friends as
they go, as well as developing new interests.
Businesses of all sizes, no longer limited by distance, will be able to reach new markets. Innovative
technologies will open up fresh opportunities across the globe, allowing the supply of new goods and
services to everyone who wants them.

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 11

Mr. Hifz-Ur-Rehman
Chairman PTCL Board
Secretary IT&T, Ministry of Information Technology
Government of Pakistan,
Islamabad

Mr. Abdulrahim Abdulla Abdulrahim Al Nooryani


Chairman & Chief Executive Officer,
Etisalat International Pakistan L.L.C
Executive Vice President Contracts & Administration
Etisalat, UAE.

Dr. Waqar Masood Khan


Secretary, Ministry of Finance
Government of Pakistan,
Islamabad

Mr. Abdulaziz Ahmed Saleh Ahmed Al Sawaleh


Chief Human Resource Officer
Etisalat, UAE

Mr. Noor-ud-Din Baqai


Member (Telecom), Ministry of Information Technology
Government of Pakistan,
Islamabad

Mr. Fadhil Mohamed Erhama Al Ansari


Executive Vice President Engineering
Etisalat, UAE

Mr. Ahsanullah Khan


Ambassador, Embassy of Pakistan
Abu Dhabi, UAE

Mr. Abdulaziz Hamad Omran Taryam


General Manager, Northern Emirates
Etisalat, UAE

Dr. Ahmed Al Jarwan


General Manager
Real Estate
Etisalat, UAE

Ms. Farah Qamar


Company Secretary
PTCL Headquarters,
Islamabad

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 12

HISTORY (PTCL)
1947 to 1996
From the humble beginnings of Posts & Telegraph Department in 1947 and establishment of Pakistan
Telephone & Telegraph Department in 1962, PTCL has been a major player in telecommunication in
Pakistan. Despite having established a network of enormous size, PTCL workings and policies have
attracted regular criticism from other smaller operators and the civil society of Pakistan.
Pakistan Telecommunication Corporation (PTC) took over operations and functions from Pakistan
Telephone and Telegraph Department under Pakistan Telecommunication Corporation Act 1991. This
coincided with the Government's competitive policy, encouraging private sector participation and
resulting in award of licenses for cellular, card-operated pay-phones, paging and, lately, data
communication services.
Pursuing a progressive policy, the Government in 1991, announced its plans to privatize PTC, and in
1994 issued six million vouchers exchangeable into 600 million shares of the would-be PTCL in two
separate placements. Each had a par value of Rs. 10 per share. These vouchers were converted into
PTCL shares in mid-1996
1998 to 2003
In 1996, Pakistan Telecommunication (Reorganization) Ordinance formed the basis for PTCL monopoly
over basic telephony in the country. It also paved the way for the establishment of an independent
regulatory regime. The provisions of the Ordinance were lent permanence in October 1996 through
Pakistan Telecommunication (Reorganization) Act. The same year, Pakistan Telecommunication
Company Limited was formed and listed on all stock exchanges of Pakistan
PTCL launched its mobile and data services subsideries in 2001 by the name of Ufone and PakNet
respectively. None of the brands made it to the top slots in the respective competitions. Lately, however,
Ufone had increased its market share in the cellular sector. The PakNet brand has effectively dissolved
over the period of time. Recent DSL services launched by PTCL reflect this by the introduction of a new
brand name and operations of the service being directly supervised by PTCL instead of Paknet.
As telecommunication monopolies head towards an imminent end, services and infrastructure providers
are set to face even bigger challenges. Pakistan also entered post-monopoly era with deregulation of the
sector in January 2003. On the Government level, a comprehensive liberalization policy for telecom
sector is in the offing.
2004 to Date
In the 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.
In this year when Government was going to privatize the company there was country wide protest and
strike by PTCL workers. They even disrupted Phone lines of some big Government institutions like
Punjab University Lahore and many lines of public sector were also blocked. Military had to take over
the management of all the Exchanges in the country. They arrested many workers and put them behind
bars. The contention between Government and employees ended with a 30% increase in the salaries of
workers.
Many big change events are happening in PTCL at the moment after its privatization. these include the
VSS (Voluntary Separation Scheme for its employees), ERP (SAP based), restructuring, B& CC (Billing
and Customer Care Software) etc. Another seemingly minor change was change of brand identity (logo)
that will present PTCL's new face after privatization, with greater focus on customer satisfaction and
bringing about of new advancements in telecom for Pakistani consumers.

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Pakistan Telecommunication Company Limited 13

► {I would like to share an oldest History of Telecom that who's are Discoverer?} ☺
----------------------------------------------------------------------------------------------------------------------------------------
Alexander Graham Bell (3 March 1847 – 2 August 1922) was an eminent scientist, inventor and
innovator who is credited with the invention of the telephone. His father, grandfather and brother had all
been associated with work on elocution and speech, and both his mother and wife were deaf, profoundly
influencing Bell's life's work. His research on hearing and speech further led him to experiment with
hearing devices that eventually culminated in Bell being awarded the first U.S. patent for the invention
of the telephone in 1876.
Many other inventions marked Bell's later life including groundbreaking work in hydrofoils and
aeronautics. In 1888, Alexander Graham Bell was one of the founding members of the National
Geographic Society. In reflection, Bell considered his most famous invention an intrusion on his real
work as a scientist and refused to have a telephone in his study. Upon Bell's death, all telephones
throughout the United States "stilled their ringing for a silent minute in tribute to the man whose
yearning to communicate made them possible
Born 3 March 1847 Edinburgh, Scotland.
Died 2 August 1922 (aged 75)
Beinn Bhreagh, Nova Scotia, Canada.
Cause of death Pernicious anemia
Education University of Edinburgh University College London University of Toronto
Occupation Inventor, Scientist, Professor (Boston University)
Known for Inventor of the telephone
Spouse Mabel Hubbard (married 1877–1922)
Children (4) Two sons who died in infancy and two daughters
Parents Alexander Melville Bell Eliza Grace Symonds Bell
Relatives Gardiner Greene Hubbard (father-in-law) Gilbert Hovey Grosvenor (son-in-law)
Melville Bell Grosvenor (grandson)

Bell speaking into prototype model of the telephone

1847 – 1922

THANK YOU - ☺

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 14

PTCL Financial Status in Tele communication Industry

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 15

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 16

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 17

Highlights of PTCL financial results 2006-07:


PTCL earned net profit of 15.64 billion rupees ($258 million) for the year ended on June 30, down 25%
from previous year. Earnings per share fell to 3.07 rupees from 4.07 rupees. This was in line with the
market expectations of 15.41 billion rupees to 17.69 billion rupees range.
The company said its revenue for the year fell to PKR65.28 billion, from PKR69.08 billion a year
earlier.
Operating costs increased to PKR46.56 billion, compared with PKR41.69 billion a year earlier.
PTCL announced a cash dividend of 2.0 rupees per share, its first payout for 2006-07.

Fixed Line Subscribers

Brain World Union Naya


PTCL NTC Total
Limited Call Communication Tel
3,252,518
2001 3,252,518 -
2002 3,655,474 - 3,655,474
2003 3,982,783 64,640 - 4,047,423
2004 4,428,900 73,330 - 4,502,230
2005 5,190,899 81,027 1,520 4,100 - 5,277,546
2006 5,128,442 92,163 5,880 13,327 200 5,240,012
2007 4,676,204 99,665 6,089 10,748 2,500 11,000 4,806,206
Sep- 4,731,365
2007 4,597,279 100,688 6,670 9,728 3,500 13,500
Dec- 4,836,691
2007 4,695,971 106,336 7,376 10,008 3,500 13,500

SCO Fixed Line Subscribers for Jun-2007 are 121,381

NTC and Union Communication Data June - 07

Wireless Local Loop Subscribers


World Great
Year PTCL TeleCard BurraqWateenMytel Total
Call Bear
2005 163,681 98,469 2,678 200 265,028
2006 661,532 229,292 115,637 21,407 1,027,868
2007 1,128,272 396,873 273,616 51,311 1,850,234
July-2007 1,135,416 408,175 282,000 52,497 1,878,088
Aug-2007 1,143,684 419,487 321,263 53,510 1,937,944
Sep-2007 1,158,420 429,811 335,753 54,053 1,978,037
Oct-2007 1,184,606 437,426 345,342 54,412 2,021,786
Nov-2007 1,213,822 447,455 358,254 54,744 3,000 2,077,275
Dec-2007 1,237,424 455,391 375,455 54,909 4,100 2,127,279
Jan-2008 1,276,283 460,835 396,117 55,244 190 11,792 138 2,200,599
Feb-2008 1,353,715 469,377 414,026 55,508 242 14,885 140 2,307,893
Mar-2008 1,384,009 477,778 423,738 55,737 242 14,437 140 2,356,081
SCO WLL figures for June-2007 are 27,648
Sep - 07 Revised

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)


Pakistan Telecommunication Company Limited 18

Subsidiary
Ufone (Pakistan Telecom Mobile Ltd) a wholly-owned subsidiary of PTCL commenced its operations
on 29th January 2001 as a GSM 900 service provider. Since the outset, it has expanded its coverage
and customer base at a rapid pace and established itself as one of the leading cellular service providers in
Pakistan. Ufone is now considered to be one of the most active, aggressive and innovative players in the
mobile sector of Pakistan.
The growth of the cellular industry is a direct result of the successful implementation of the telecom
deregulation and cellular mobile policy by the Ministry of IT and Telecommunications (MOIT&T) and
the support, guidance and timely enforcement of regulatory process by the Pakistan Telecommunication
Authority (PTA).

Privatization
The growth of the cellular sector in Pakistan can also be attributable to good governance policies of the
government of Pakistan and the Privatization Commission. In April 2006, Emirates Telecommunication
Corporation, which is commonly known as Etisalat, has assumed management control of Pakistan
Telecommunication Corporation Ltd – part of the $2.6bn deal to buy a 26% stake in PTCL. The
successful privatization of PTCL, and consequently Ufone, is hailed as ushering in a new era for
telecommunications in Pakistan.
Now, under the management of Etisalat, Ufone will concentrate on customer needs and benefits and is
more determined than ever to be the leading cellular player in the market. Ufone has been known for
providing superb propositions and quality service to its customers. With the new expected investment,
Ufone can now aggressively expand its network coverage.

Key Accomplishments
Ufone has always played a pivotal role in the development of the cellular market in Pakistan. For the
most part, it has been a step ahead in introducing innovative products to the market. Ufone was a pioneer
in launching the GPRS services and Multi-media Messaging Service (MMS) in Pakistan, and lead the
way in introducing GPRS international roaming and prepaid international roaming for these services in
the Pakistani market.

Performance
As mobile users in the country have reached over 28 million at a very rapid pace, Ufone has maintained
itself as the 2nd largest cellular operator in Pakistan with a subscriber base of around 6.5 million and a
market share of nearly 25%. Ufone has seen a subscriber growth rate of over 200% in the last year, and
since the start of 2005 Ufone added nearly 5 million subscribers onto its network. A remarkable
achievement indeed, especially considering the fact that two new international players also entered into
the market in 2005. Subsequently the growth in subscriber base caused a healthy trend in revenues
which have doubled.

Brand
While keeping its tradition of being the trend setter in the industry, Ufone changed the image of mobile
phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since
its inception, Ufone has positioned its brand for masses. In keeping with the upcoming competition and
market dynamics, Ufone increased its focus on the youth segment (which comprises 50% of the
population), with the Prepay brand. By designing market focused products, Ufone’s brand team
launched aggressive campaigns, which further increased the brand equity. The new brand image gained
huge popularity amongst the targeted market. A recent marketing survey conducted by a prominent
marketing research company showed that Ufone has considerably increased its brand visibility and

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Pakistan Telecommunication Company Limited 19

image. Ufone’s Prepay brand is now considered to be one of the most favored brands by the youth
market and is followed by other mobile operators launching their respective brands for the youth market.

Product and Pricing


Since the recent telecom de-regularization and the issuance of two more GSM licenses, the Pakistan
telecom market has become very competitive and is changing at a very fast pace. Remaining competitive
has now become a challenge. Ufone once again set a trend in the market by introducing simplified
tariffs. The company has two main product lines (prepaid and post paid) for all its valued customers. To
capture every segment of the market, Ufone has further customized its packages. Postpaid is further
differentiated into 4 plans including a very competitive Zero Line Rent package. Ufone has introduced a
very simplified tariff structure for its customers with a flat rate of Rs. 2.50/ minute to any operator all
over the country. The on net off peak rates also remain amongst the lowest at Rs. 1.50/ minute. Similarly
Ufone has the most competitive SMS, GPRS and MMS rates having the lowest international SMS rate at
Rs. 1.50. These simplified tariff plans and user friendly packages have greatly helped Ufone in
becoming the fastest growing operator in the country.
Ufone understands the need to communicate effectively and efficiently at all levels of society and its
various products are catering for the needs of the Pakistan corporate market. It offers services such as
mobile office and the Virtual Private Network (VPN) which have revolutionized communication.

International Coverage
Ufone provides International Roaming facility with more than 150 international operators across 79
countries. Ufone has GPRS roaming agreements with several international operators and also provides
prepaid roaming facility to selective destinations.

Customer Service
Ufone is proud to have an efficient and friendly customer service through 21 company-owned Sales &
Customer Service Centers and nearly 250 franchisees across the country. The outlets are able to service
the customers with innovative solutions, and are empowered with Web based franchise management
systems. Ufone is poised to face the ever increasing challenges of the market and is confident it will
attract new customers. It has the ability to retain its existing customer base with a high level of customer
satisfaction via optimum network service and a 24 hour call center facility.

Network Coverage
Ufone has always believed in a solid commitment to growth, security and reliability. Therefore, Ufone
has always balanced its expansion efforts and quality of service. With a total current investment of $400
Million, Ufone has network coverage in more than 260 cities and towns and across all major highways
of the country.
Ufone has been instrumental in the growth of the cellular market in Pakistan. It is a company committed
to excellence. Under the new vision of Etisalat and with the support and collaboration of its employees
and vendors, Ufone aspires to be the best in the market by offering customer focused products and a
quality service and sales network.

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Pakistan Telecommunication Company Limited 20

*Marketing Strategy
Re-engineering product delivery process, Reducing mean time to the market, aggressively introduced
customer facilitation centers with new and strong brand image

Marketing Process
Design the Product & Process,
Starting from Posts & Telegraph (1947) to telephone and telegraph under PTC in 1991. After
privatization in 1995 PTCL launched Ufone mobile & Internet (Paknet) data service subsidiaries
established.
None of the brands made it to the top slots in the respective competitions. Ufone had increased its
market share in the cellular sector. The PakNet brand has effectively dissolved over the period of time.
Recent DSL services launched by PTCL reflect this by the introduction of a new brand name and
operations of the service being directly supervised by PTCL instead of Paknet.
After Take over 26% PTCL shares in 2006 many big changes were happened in PTCL at that moment
such as VSS(Voluntary Separation Scheme for its employees), ERP (Enter resource planning) SAP
based , restructuring , B & CC (Billing and Customer Care Software) etc. Another seemingly minor
change was change of brand identity (logo) that will present with new face.
Designing the new product & services,

• Broadband Pakistan,
• Vfone (WLL, wireless local loop),
• Phone n Net,
• IPTV
• DSL ,
• Skyline,
• International IP services
• Pakistan Package
• Pakistan Plus
• Basic Plus
• Value Plus

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Pakistan Telecommunication Company Limited 21

Target Market
PTCL target their product and services to all over the country but especially they target to Business ,
industrial and in public commercial sectors.
They also have a lot of attractive offers to home & personal area to target them to increase their
business.
Below is a list of their offers for both sectors such as ,
-Home & Personal
-Business & Industrial Area
HOME & PERSONAL

1. Broadband
2. Calling card
3. Dial up Vfone
4. Email & Fixed line
5. International Call
6. New packages
a. Pakistan Plus
b. Basic Plus
c. Value Plus
7. PTCL 0900
8. Payphone
9. Phone n Net
BUSINESS & INDUSTRIAL SECTOR

1. Analogue Channels
2. Co-Location
3. DPLC (Domestic Private Leased Circuit)
4. DXX (Digital Cross Connect)
5. LIT Pair (Tariff for Local Loop (LIT Pair) Sharing to Provide DSL Services)
6. Skylink (Satellite Communication Service)
7. TV Transmission (For PTV)
8. Broadband DSL
9. IP / IPLC (IP Services)
10. Calling Cards
11. Fixed Line
12. ISDN – BRI (International IP Services)
13. Payphone
14. Radio Maritime
15. Satellite Phone
16. Value Add

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Pakistan Telecommunication Company Limited 22

Analyzing Target Markets,


Telecommunication indeed now a day for utmost every one either he spent their life in any such kind of
standard so after analyzing all areas they slected two major area
• HOME & PERSONL
• BUSINESS & TECHNOLOGY AREAS
After launching the WLL (Vfone ) and mobile service Ufone they cover all individual / personal
categories.
A lot of product and services provided to both sectors which will discuss in Target Market Part
subsequently.

………………………………………………………………………………………………………………

Product Feature & Value and Prices


1- Broadband
PTCL management pleased to announce the following tariff for broadband internet facilities for its
valued customers, with effect from March 1st 2008. The existing package of 256Kbps will not be

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Pakistan Telecommunication Company Limited 23

offered to new customers. Existing 256Kbps packages customers will be upgraded to 512Kbps package,
512Kbps to 1Mbps and customers of 1Mbps will be upgraded to 2Mbps.
Experience the Internet at its fastest with high-speed access from Broadband Pakistan, simultaneously,
enjoy Voice service over the same telephone line without any extra cabling connections! Broadband
Pakistan offers DSL service with unmatched reliability, affordability and connectivity.

Features

• Cost effective Always On Internet access


• High speed data download
• Unlimited download
• Free Modem
• Free Installation
• Convenient ordering on phone and web
• No upfront charges
The service is currently available in Islamabad, Lahore, Rawalpindi, Karachi, Peshawar,
Hyderabad, Quetta, Faisalabad, Multan, Gujranwala, Sialkot, Sheikupura and Hub. Coverage is
being enhanced swiftly in other cities.
With the option of subscribing to the speed of (512Kbps, 1024Kbps) and (2Mbps) packages, you can
now choose one that best suits your surfing style.

DSL-512Kbps Unlimited

Rs. 1,199 / month

Free Unlimited download

Free Modem & Installation

DSL-1024Kbps Unlimited

Rs. 1,999 / month

Free Unlimited download

Free Modem & Installation

DSL-2Mbps Unlimited

Rs. 4,999 / month

Free Unlimited download

Free Modem & Installation.

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Pakistan Telecommunication Company Limited 24

V fone (WLL, wireless local loop ) Prepaid Phone


Vfone- Fixed Wireless Access Network
Using CDMA2000 1X technology, we already have built-up capacity of 2.6M covering over 10,000
urban, suburban and rural villages. The network is already enabled for voice, dialup-internet access
(115kbps) and EVDO Broadband (374Kbps+) services that will be launched in 4Q-2007.
Set Charges – Fixed Wireless Terminal (FWT)
FWT Connection Total Package Price
Rs. 2,000 Free Rs. 2,000

New Call Packages


Vfone is proud to announce three exciting new packages offering you economy with convenience. Now
enjoy absolutely FREE Vfone to Vfone Calls ( Local & Nationwide) on all new Packages and talk
freely. Choose a package of your choice by simply dialing 1015 from your Vfone.
Vfone Bachat
Line Rent Rs.4 (Daily Deduction)
Vfone to Vfone Free
Vfone to PTCL Rs.1.25/min
(Local)
Vfone to PTCL Rs.2.25/min
(NWD)
Vfone to Mobile Rs.2.75/min
SMS Free
Internet Rs.6/hour

Vfone Kafayat
Line Rent Rs.7 (Daily Deduction)
Vfone to Vfone Free
Vfone to PTCL Rs.0.99/min
(Local)
Vfone to PTCL Rs.2.00/min
(NWD)
Vfone to Mobile Rs.2.50/min
SMS Free
Internet Rs.6/hour

Vfone Sahulat
Line Rent Rs.10 (Daily Deduction)
Vfone to Vfone Free
Vfone to PTCL Rs.0.75/min
(Local)
Vfone to PTCL Rs.1.50/min
(NWD)
Vfone to Mobile Rs.2.00/min

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Pakistan Telecommunication Company Limited 25

SMS Free
Internet Rs.6/hour
Note: All rates are exclusive of taxes
Pre-Paid Scratch Cards
Vfone Pre-paid cards are available at Vfone Sales & Service Centers, PTCL Customer Service Centers
or PTCL exchanges and retail shops, in four denominations:
Card Denominations
Rs. 100
Rs. 300
Rs. 500
Rs. 1,000

Value Added Services


CLI
Identify your caller with the caller line identification free of cost. Name/Number shall be displayed on
your V PTCL wireless phone screen
Wireless Internet
You can use your Vfone to connect to the internet and enjoy a world of information and entertainment at
rate as low as Rs.6/per hour.
SMS
Enjoy the facility of absolutely Free SMS to any Vfone, PTCL Landline, Ufone, Telenor and Mobilink
number.
Call Waiting
Customer during conversation can hear a beep indicating that another call is coming. The new incoming
call can be attended by putting the present call on hold.
Call Transfer
A customer with this facility can transfer his/her calls to another predefined desired number. Calls can
be transferred immediately, on Busy tone or on No Reply.
Phone Book
Save all your important numbers with ease. A phone book that keeps you in touch with your friends and
family.
Missed Call Alert
Calls on No Reply are forwarded to Miss-call-notification-system, which sends a short message (Missed
Call Alert) to the subscriber. Caller is informed through an announcement of No Reply and Short
Message being sent to the subscriber.

PHONE N NET
PTCL, Pakistan's largest IP network, now presents phone n net the most convenient landline internet
solution that converts your phone into a basic internet connection.
Features
• Available on all landlines.

• Direct internet Access.

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Pakistan Telecommunication Company Limited 26

• No scratch card needed.

• Balance never finishes.

• No Expiry or forced usage.

• Don't have to pay up-front .

• Flat rate of Rs. 0.10/min. (conditions apply).

• Code barring to restrict internet access.

IPTV (Internet Protocol Television)

Ever wondered what it would be like to receive adverts on TV only for the products that you are
interested in buying? What if when you are watching the latest thriller on a movie channel or a live
cricket match and you have to suddenly leave to attend to guests, you are still able to come back and see
the action from exactly where you left? What if you can see the daily and monthly program list and
times for your favorite TV channels with the press of a button? What if you are offered a multi channel
TV service with state of the art digital DVD picture quality? Well you wont have to wonder for too long
as all of these and many more features will soon be coming your way in shape of PTCL’s multi channel
IPTV service!
This means that you would now be able to receive many TV channels of digital picture quality, high
speed broadband and voice telephony all over the same PTCL connection that comes into your house.
This will provide you the convenience of receiving and paying one bill for all state of the art digital
services. IPTV means a multi-channel Television service delivered via IP-based secure channels,
representing a sharp increase in control of content distribution. It will enable you to enjoy unique
features that you would not be able to enjoy over your traditional cable TV service. Some of these
include:
• Broadcast and specialty TV channels
– Digital Broadcast TV

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Pakistan Telecommunication Company Limited 27

– Pay-per-view (PPV)
– Community TV
– Video-on-demand (VoD) and subscription VoD
• Personal Video Recorder (PVR)
– The ability to record your favorite programs without the need of a video recorder
• Time Shifted TV
– The ability to be able to see a live program from where you left it
• Directed advertising
– The ability to receive specific adverts for products that you are interested in buying
• Electronic Programming Guide (EPG)
– The ability to see listing of programs times for any channel
• And many more mouth watering features
The combination of PTCL IPTV, Broadband and voice services (‘Triple play’) on one pipe will enable
you to enjoy more convenience in shape of
– Smart Home services (wireless networking, tele-metering, security system)
– Gaming
– Interactive services
– SMS/voice integrated applications

Skyline
PTCL Introduces “Skylink” Satellite communication Service for Operators and Corporate Customers.
PTCL, the largest, integrated telecommunications service provider in Pakistan is pleased to announce the
introduction of SKYLINK satellite communication services for Corporate customers and telecom
operators for domestic and international communication applications.
PTCL is the most experienced operator in the satellite communication domain and has extensive ground
support, operations and implementation infrastructure to service a variety of satellite communication
applications such as:
Leased line services for domestic & international connectivity
Cellular backhaul
Enterprise applications including remote site connectivity
Other satellite connectivity solutions tailored for telecom carriers and Corporate customers

SkyLink services are based on advanced satellite technology providing dedicated point-to-point and
point-to-multipoint connectivity between sites within the coverage footprint. SkyLink offers high-quality
64Kbps up to n x Mbps links between locations. Key features of PTCL SkyLink service are:

Reach – SkyLink is available everywhere in the country due to strong footprint of our satellites of
choice.
On Ground Presence and Experience – PTCL’s field operations, network monitoring, and
management systems are present on ground, in close proximity to the remote locations.
Rapid Deployment – SkyLink can be deployed quickly on geographically dispersed sites.
Uniform Quality of Service – All sites within PTCL SkyLink network provide the same consistent
quality of service, regardless of their geographical location.
Cost Effective – Highly competitive rates.Flexibility- The size of SkyLink network can be readily
expanded depending on business operation needs, with end-to-end control from a central hub.

International IP Services,

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Pakistan Telecommunication Company Limited 28

IP services for voice and data form an integral component of PTCL’s service portfolio for carriers and
service providers throughout the country. With capacity acquired on SMW-3 and SMW-4 submarine
cables and strategic partnership with FLAG, PTCL is the largest IP services carrier in Pakistan with
extensive international peering capacity. PTCL has made significant network investments to achieve
top-class network reliability, availability and performance to help keep carrier networks running
smoothly. PTCL is connected to the global IP backbone through tier-1 carriers who are able to provide
an extensive IP backbone infrastructure ideally suited to deliver reliability, performance and security for
carrier grade applications. In addition to Internet applications, PTCL provides secure and reliable VoIP
solutions catering to the requirements of LDI and other operators in the marketplace.
Pakistan Plus
Pakistan Plus offers 2,500 minutes of nationwide calls for a fixed package charge of Rs. 199. The
package also includes free voicemail and call waiting. Moreover, for convenience to customers, all
subscribers who were on Pakistan Package as of 31st March 2008 have been shifted to Pakistan Plus
with effect from 1st April 2008
Line rent (excl. taxes) Rs. 174
Package charge Rs. 199
Local – Peak (8 am to 9 pm) Rs. 2.00/2 mins
Local – Off Peak (9 pm to 8 am) Rs. 2.00/4 mins
NWD call Free (upto 2500 minutes) additional minutes would be charged at Rs.
2.00 / min
Mobile Rs. 2.50/min
Free Services Voice mail Call waiting

Basic Plus
Basic Plus is designed to meet the needs of the low usage segment and includes basic services along
with voicemail and call waiting. All customers who were not on Pakistan Package as of 31st March 2008
have been shifted to Basic Plus with effect from 1st April 2008
Line rent (excl. taxes) Rs. 174
Package charge NIL
Local – Peak (8 am to 9 pm) Rs. 2.00/2 mins
Local – Off Peak (9 pm to 8 am) Rs. 2.00/4 mins
NWD call Rs. 2.00/min
Mobile Rs. 2.50/min
Free Services Voice mail Call waiting

Value Plus
Value Plus is designed for the internet savvy and offers 1,200 internet minutes in addition to 25
nationwide calling minutes per month for a fixed package charge of Rs. 75. The package also includes
free voicemail and call waiting
Line rent (excl. taxes) Rs. 174
Package charge Rs. 75
Local – Peak (8 am to 9 pm) Rs. 2.00/2 mins
Local – Off Peak (9 pm to 8 am) Rs. 2.00/4 mins

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Pakistan Telecommunication Company Limited 29

NWD call Rs. 2.00/min


Mobile Rs. 2.50/min
Free Minutes / Services 1200 Phone n Net minutes 25 nationwide minutes Voice mail Call
waiting
Advertising
Pakistan Telecommunication Company Limited lunched a couple of packages and services and they
advertise these stuff mostly by printed media Such as broachers, newspaper, magazine etc. and also they
used digital / electronic media such as internet popup, website and Television Channels especially
Pakistan Tele Vision.
We will see a bundle of Ad’s over here for their time to time advertisement of product and services
which would be upcoming and value add offers,

PHONE N NET

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Pakistan Telecommunication Company Limited 30

Beautiful Logo Appeared in


March 2006 after
Privatization to sold out
26% share to Dubai based
company Etisalat.And they
changed their website to
designed as per Etisalat’s
Site.

They offer to UPDATE your


all billing related with PTCL
via Phone call.

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Pakistan Telecommunication Company Limited 31

They offer to search tele


phone info via Directory.

A family Ad to connect with


everyone at every time via
PTCL land line or WLL
(Vfone).

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Pakistan Telecommunication Company Limited 32

Regarding PTCL Broadband DSL


connection offer and service and
extremely good service to
256kb/minut with 30 to 40 GB per
month.

Toll Free Service 0800 to


grow your business and
costumers.

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Pakistan Telecommunication Company Limited 33

In This Ad’s they show their all Product and Services and very beautiful Ad.

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Pakistan Telecommunication Company Limited 34

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

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Pakistan Telecommunication Company Limited 35

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Pakistan Telecommunication Company Limited 36

New offers for PTCL calling


cards form Price Rs. 50 to
1000 with many facilities
such as balance transfer and
low rates etc.

Pay less Talk more new


offers PTCL Vfone, 03 new
packages "Bachat, Sahulat,
Kafayat"

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Pakistan Telecommunication Company Limited 37

PRODUCT & SERVICES,


A lot of their product and services which some of them we already discussed preceding pages but rather
then above we'll discuss below in little bit details,
Vfone (WLL, wireless local loop )

Using CDMA2000 1X technology, we already have built-up capacity of 2.6M covering over 10,000
urban, suburban and rural villages. The network is already enabled for voice, dialup-internet access
(115kbps) and EVDO Broadband (374Kbps+) services that will be launched in 4Q-2007

Broadband (DSL) & Dial up


PTCL management pleased to announce the following tariff for broadband internet facilities for its
valued customers, with effect from March 1st 2008. The existing package of 256Kbps will not be
offered to new customers. Existing 256Kbps packages customers will be upgraded to 512Kbps package,
512Kbps to 1Mbps and customers of 1Mbps will be upgraded to 2Mbps.
Experience the Internet at its fastest with high-speed access from Broadband Pakistan, simultaneously,
enjoy Voice service over the same telephone line without any extra cabling connections! Broadband
Pakistan offers DSL service with unmatched reliability, affordability and connectivity.

Fixed Line
The PTCL phone line is the first choice for businesses for local, nationwide and international calling.
Now businesses can have upto 10-100 lines with modern day services to meet their business needs.
The PTCL business phone line now gives you convenient features and options like Caller-ID, Call
Forwarding, Call Waiting, Conference Calling, Call Barring and Do not Disturb to just name a few. You
can now meet you business needs through a host of value added services.
PTCL offers business users facilities like ‘one-stop’ shop for all their telecommunication needs ranging
from voice, data, and internet, audio & video conferencing to one bill for nationwide services. Talk to
your PTCL account manager and you’re your communication requirements in one package.

Calling Cards
Card Denominations
Calling cards are available at Sales & Service Centers, PTCL Customer Service Centers and retail shops,
in following denominations:
RS. 50 Rs. 100
Rs. 250 Rs. 300
Rs. 500 Rs. 1000
Rs. 2000
Domestic Call Rates
Nation Wide Long Distance Calls (NWD Calls)
Rates (Rs/min) Excluding GST
Rs.2.00

Calls terminating on Local Mobile


Rs.2.50

PTCL Voice Messaging Service (VMS)

PTCL is pleased to bring you Voice Mail Service that works all of the time - even when the power is out
and your answer machine stops. Your voice mailbox can be accessed 24 hour a day, 7 days a week. You
never miss important call again! Now you can have messages taken when you're away from home.

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Pakistan Telecommunication Company Limited 38

When you do not pick/answer your phone, then, after pre-selected number of rings, the call is
automatically directed to your mailbox. Therefore, you are not disturbed even if you are at home but
busy in social engagements. Messages can be left for you or picked up by you anytime, 24 hours a day, 7
days a week. Therefore, now you have the freedom to retrieve your messages when you would like to
do so.
Your mailbox is maintained on PTCL’s network by PTCL – free to charge to you. Because it is
maintained by PTCL, you do not have to worry about maintenance issues that people face if they use an
answering machine at home. Therefore, your callers can leave message even if there was a thunderstorm
and your electric and phones were out.
In addition to leaving voice messages for others and listening to messages left for you by others, PTCL
‘s VMS allows you to record your messages and have those delivered automatically on some future date.
For example, you can record a birthday greeting or a wedding anniversary greeting and have that
delivered to your loved one on the date and time of your choosing. The message will be delivered even if
you were traveling or away from home and your cellular signal did not work which happens so
frequently.

Wavelength Services
PTCL is providing numerous configurations and variants of transmission services to address a variety of
customer requirements. It has recently introduced an innovative Wavelength Service which provides a
flexible and scalable high capacity transport solution with the benefits of competitive costs, improved
speed to market, and enhanced network control.
PTCL’s Wavelength Service LightWAVE® provides upto 10 Gbps capacity per wavelength which can
be used in bandwidth hungry telecom applications. LightWAVE® Service addresses the long-haul
transmission requirement of major telecom operators through PTCL’s strategically located Points of
Presence (POPs) along its optical fiber ring network. PTCL Wavelength Service LightWAVE® allows
customers to lease individual wavelengths as a secure, private resource as an alternative to capital and
resource intensive dark fiber network

International Call Centers


Establishing an International Call Centre is easy. Access to such a set up is facilitated by a 0800 Toll-
Free Service, wherein overseas customers' calls are routed to Pakistan or overseas destinations through
VoIP technology where trained agents are ready to respond to the queries of the customers. This service
however involves certain human resource requisites like communication skills and customer handling to
be arranged by the subscribers.

Prospective Beneficiaries
The main services that can operate International Call Centres include airline booking/confirmation, help
line, banking, hotels, reservations, medical prescription entries, insurance claims and data entries etc.

080080800 New Phone Connection


Your New Telephone Connection Now Just a Call Away

Simply dial 080080800 and place your order for a PTCL Connection. No need to go anywhere. Get your
PTCL Connection sitting at home or Office.

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Pakistan Telecommunication Company Limited 39

No Upfront Payment
No need to pay anything upfront. Installation charges will be billed in the first monthly bill.
Installation Charges
1. Urban Rs. 750
2. Rural Rs. 500
Pricing Packages
There are three Pricing Packages offered on new PTCL Connections.
1. Basic Plus
2. Value Plus (Rs. 120 worth Phone N Net minutes and Rs. 50 worth NWD minutes free for Rs. 75 per
month)
3. Pakistan Plus (Rs. 5000 worth NWD minutes free for Rs. 199 per month)
Lucky Draw Scheme:

Customers can also win exciting prizes by applying for new PTCL Connections.
i. All the customers who get a new PTCL connection after the launch of this NTC campaign will
become part of a lucky draw after the successful payment of their first bill.
ii. The lucky draw will be held at the end of each billing period.
iii. 1 Car (Mehran) and 50 desktop computers (with free Broadband for one year) will be given to the
winners in the lucky draw.
iv. All winners will be announced in the Newspapers.
v. Lucky draw for first 3 months only.

1200 Billing Information


Simply Dial 1200 for Instant Billing Information

Valued subscribers can simply dial '1200' from their home or office to access instant billing information
of the required PTCL service.
1200 is a dedicated service to exclusively provide billing information.
PTCL Online Phone Directory
PTCL Subscriber Information

Top of Form
Enter Name:

Enter Address:

Submit

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Pakistan Telecommunication Company Limited 40

Bill Payment Options


Bill Payment Card

Keeping the tradition of providing convenience to its customer at their doorstep, PTCL offers another
valuable prepaid card - "PTCL Bill Payment Card" - Through this card you can pay your telephone bill
through your PTCL fixed line round the clock round the month, while staying at home. It also has a Card
Binding feature allowing you to pay multiple times. PTCL Bill Payment Card is:

1 - Convenient
2 - Hassle Free
3 - Eliminates Commuting Cost
4 - No Extra Charges
PTCL Bill Payment Card is available in denominations of Rs.300, Rs.500 and Rs.1000 at a shop near
you.
Cash Payment Options

BANKS
PTCL valued customers can pay their bills through out the country at the following banks in their
respective areas:
1. ABN AMRO Bank
2. Allied Bank of Pakistan
3. Askari Commercial Bank
4. Bank Alfalah
5. Bank of Punjab
6. Bolan Bank
7. Citi Bank
8. First Women Bank
9. Habib Bank Limited
10. Industrial Development Bank of Pakistan
11. KASB
12. MCB
13. National Bank of Pakistan
14. Punjab Provincial Cooperative Bank
15. Standard Chartered Bank / Union Bank
16. United Bank Limited
17. NIB Bank

PAKISTAN POST OFFICES (PPO)


PPO has provided this facility through their more than 3,000 branches across the country.

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Pakistan Telecommunication Company Limited 41

ELECTRONIC BILL PAYMENT


PTCL is actively engaged in bringing more convenience to its customers. For this purpose, it has made
arrangements with the leading banks of the country to allow its customers to pay their PTCL bills
through the electronic modes stated below:

a. MCB Bank Limited


i. MCB ATMs
ii. MCB Call Centre (111-000-622)
iv. Internet Banking
b. ASKARI COMMERCIAL BANK
i. Prepaid card
ii. ATM card
iii. Internet Banking

Service Changes

Shifting of Phone
Customers can shift their telephones if they want to change their current premises /offices etc.

How to Apply?
Customers can apply for the shifting of telephone to the concerned Divisional Engineer Phones / SDO
Phones / Customer Service Centre.

Tariff
The charges for shifting of telephone are Rs. 500 (excluding 15% GST) irrespective of whether the
telephone connection is shifted in the jurisdiction of the same exchange or to another exchange area
within the same multi exchange area.

Change of Telephone Number


Customers can change their telephone numbers if they need to.

How to Apply?
Customers can apply for the change of telephone number to the concerned Divisional Engineer Phones /
SDO Phones/Customer Service Center.
Tariff
PTCL charges for change of telephone number is Rs. 500 (excluding 15% GST). However a customer
can get his telephone number changed subject to availability of spare number in the exchange and on
clearance of dues against old number.

Transfer of Ownership
Customers can change the name/ ownership of their telephone numbers if they need so.
How to Apply?
Customers can apply for the change of ownership to the concerned Divisional Engineer Phones / SDO
Phones/Customer Service Centre
Tariff
Currently PTCL charges Rs. 500 (excluding 15% GST) for change of name/ownership. However PTCL
will not charge customer for this service after 18-08-04.

Restoration of Telephone

Restoration Of Telephone Closed Due To Non-Payment Of Bill

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Pakistan Telecommunication Company Limited 42

Customers can get telephone restored within 59 days after clearing all outstanding dues. The outstanding
dues to be cleared by the customer for restoration of telephone include the following:
All outstanding amounts against his telephone including surcharge.
Line rent for two months following the month of default.

Restoration After 59 Days


If telephone connection is restored after 59 days, the following conditions will apply:
Telephone connection will be restored subject to technical feasibility.
Customer has to pay the following charges for the restoration of service:
All PTCL charges outstanding against his previous telephone connection.
Connection restoration charges of Rs. 500 + 15% GST.

National Dialing Codes,


Approximately 100 city's dialing codes are available on online PTCL website.

International Dialing Codes


Approximately 247 Country's dialing codes are available on online PTCL website.

Value Add Services

Toll Free.0800
The benefits of Toll-Free numbers to businesses are widely understood. For example, in the USA the
biggest economy in the world, over 90% of businesses have a toll-free number. Some of the benefits of
toll-free 0800 number to your business include following.
Benefits of Toll-free 0800
• A 0800 number encourages your customers to call you NOW, rather than "think about it" later.
• A 0800 number encourages potential buyers to call YOU, not your competitors. Hence giving
your business an edge over competitors who do not have such a facility.
• A 0800 number means that you can compete with big national names, for little extra cost.
• A 0800 number expands your geographic accessibility. Customers out of your area are no longer
deterred by having to call long distance. It gives your business a national and international (with
international 0800) market presence.
• A 0800 number can cut your advertising costs, since less space is needed to encourage the
customer to call.
• A 0800 number enhances your image with customers and the market and pushes you forward as
a "customer friendly" business.
• A 0800 number attracts more enquiries.
• A 0800 number encourages customers to place sales orders by toll-free phone or toll-free fax.
• Your 0800 number is location independent, so you can be based anywhere and have a business
with national and even international customer accessibility.

VPN Services
VPN service provides a logical private network for a company by using the PSTN resources. The service
allows a private enterprise to have a private network using public network resources, without requiring
the installation of dedicated network resources.

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Pakistan Telecommunication Company Limited 43

Benefits
Flexible outgoing call management:
With the VPN service, one can flexibly control the outgoing call authority of phones by setting the
closed group. Meanwhile, one can set the authority of making local, domestic and international toll calls
to each phone.

Premium Services (0900)


PTCL has announced a new entertaining and exciting service which offers useful information and fun.
Premium services 0900
A service that enables a telephone user to access a computer set-up established by a service provider for
obtaining information of sorts including recorded entertainment programs at tariffs depending upon the
type of information obtained.
According to needs of customer’s business PTCL offers Standard Service and Advanced Service for
accessing the service providers with features that are helpful to the customers in customizing their
service according to their needs.

1. Standard Service
Single answering point i.e., you can subscribe 0900 at a single location. This service can also be utilized
by using PRIs.

2. Advanced Service
This service is designed for multi location offices in different cities.

Service Features:
Day/time Dependent Routing
Customer calls can be routed to different locations or offices according to needs of the customers with
respect to day and time.
Origin Dependent Routing
Calls from customers can be routed according to the origin of the call to a nearest receiving point of the
corporate customer.
Call Distribution
Calls can be routed to different offices according to customer’s needs like 60% of calls to route to one
location and 40% to other location or any other combination specified by the customer.
Call Forwarding
This feature allows rerouting to an alternative destination when the called party is busy or does not reply
within the given time period.

UAN (Universal Access Number)


UAN (Universal Access Number) service is ideal for organizations engaged in marketing of products or services.
How it Works?‫‏‬
UAN consists of 6 digits, preceded by 3 digit code of 111, common to all UANs. Example 111 - 20 20
20
UAN operates on Existing telephone connection without disturbing normal phone number.
UAN never changes. If you move your office or your normal telephone number is changed, your UAN
will remain unchanged.
UAN works both in multiline PABX and multi phone connections. The incoming call hunts for a free
junction or free phone connecting instantly.
UAN service can also be used for facsimile.
UAN can be accessed from other cities by dialling the area code first. Example: (021) 111-20 20 20.

Why Use the UAN?

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Pakistan Telecommunication Company Limited 44

UAN makes it easier for customers to contact you by dialling a simple number.
A quick and easy access to make queries and complaints increases customer satisfaction.
Consumers are increasingly aware of the benefits of doing business by phone because it is time saving
and both convenient and cost saving.

UAN of Your Choice


You will get the UAN of your choice.
You may choose any combination of 6 digits from 0 to 9.
Choose a simple memorable number.
Example 007 007 or 13 13 13 or simply 900000.
PTCL allots the UAN on a first come first served basis.

UIN (Univarsal Internet Number)


131 numbering scheme for Internet Service Providers, represents exclusive code assigned to each ISP.
Functioning just like UAN-0800 toll-free service, UIN involves allocation of numbers to individual ISPs
who are licensed by PTA.This service functions under a single-metering billing system with the promise
of rich dividends in terms of customer care. The benefit of the service of course, goes to the end-users,
who happen to be any ISP customers. Once subscribed, the service means your customers pay for a
single call irrespective of its duration.

Number Allocation
A minimum of two numbers is allocated to each ISP. E-1 level standby numbering is also available if
lines from two different exchanges or PSTN connectivity is required.

How to Apply
Prescribed UIN service order forms are available at Corporate Customer Centres. Please fill up the UIN
service form and submit it to the office of Manager Corporate Customer Centre along with pay
order/bank draft covering installation fee and subscription charges in favour of Pakistan
Telecommunication Company Limited.

Marketing Campaigns

Print Media
Print Media we already discussed in Advertising section, here is some images for just references,

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)
Pakistan Telecommunication Company Limited 45

Electronic Media,

TV Ad's,
A lot of collection of TV ads for PTCL which were appeared in time to time at PTV & Different local
TV Channels, Here is some Video images to show us the ads which was display on different channels in
the past,

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Pakistan Telecommunication Company Limited 46

Web site WWW.PTCL.COM.PK

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Pakistan Telecommunication Company Limited 47

Competitors of PTCL
Wateen
Wateen Telecom is the Abu Dhabi Group's latest venture in Pakistan. After the successful launch of
Warid Telecom in Pakistan, which has a subscriber base of over 10 million customers in 145 cities,
Wateen Telecom has been set up to become the leading "Carrier's Carrier" providing services based on
quality, reliability and affordability in the communication and media sector. Wateen is committed to
bring Next Generation services to your doorstep... today.

Callmate TELIPS
Callmate TELIPS Telecom Ltd. is a public limited company listed at the Karachi Stock Exchange and is
the pioneer in the Payphones and Prepaid Calling Card industries in Pakistan . CT Telecom was formed
subsequent to the merger between CallTel (Private) Limited and Telefon International Project Services
(Private) Limited (TELIPS) on 11 th November 2003.
TELIPS was established on November 21, 1991 in Karachi to install and operate Card Payphones under
the license agreement with the Government of Pakistan. TELIPS is the pioneer of the card payphones
sector in Pakistan , with 13 years of operations in the industry. CallTel (Pvt.) Ltd. was formed in 1999
with an aim of providing Pre-Paid Calling Card Facilities. Its own extensive distribution network
consisting of staff strength of more than 600, spreads across 31 branch set ups in Pakistan . Callmate
Calling Card is the market leader among all private calling card operators.
In the recent de-regulation of the Telecom Industry, CT Telecom became the first Long Distance and
International (LDI) Operator in Pakistan 's history, enabling it to terminate and originate traffic for long
distance with the new cost effective LDI platform. The formal award of the license took place on 12 th
of July 2004, when the Company was issued the first ever LDI License, thus bringing an end to the
telecom monopoly in Pakistan.

Worldcall
Worldcall Telecommunications Group began life in 1995 when First Capital Securities Corporation Ltd
started incubating Worldcall Payphones, now Worldcall Telecom 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 as the number 1 alternative national telecoms operator post
deregulation.

And now, the Worldcall Group is one of the largest private telecom operators in the country with the
most extensive and diversified telecom businesses including Wireless Local Loop (WLL) through
CDMA 2000 1X technology in over 40 cities, nationwide presence of long distance & international
(LDI) network with 44 POPs, over 70,000 payphones, largest broadband HFC networks in Pakistan
providing triple play (CATV, broadband internet, telephony), the pioneer prepaid calling card "Hello"
and rights to dark fibers in a national long haul network being built across Pakistan.

NTC
NTC National Tele communication

The new era of telecommunication in Pakistan has brought several challenges with it, despite of the
advantages it has made visible for the consumers. The most important being the challenge to keep intact
the security requirements of the GoP (Government of Pakistan) and to protect the new players in this
field from the conventional practices of the incumbent operators to protect their market share. To
overcome these challenges GoP established National Telecommunication Corporation (NTC) in January

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Pakistan Telecommunication Company Limited 48

1996 under the Telecom Reorganization Act 1996.


The main objective was to have an infrastructure independent of all other operators that can be used for
the purpose of government communication and as an alternative support for the operators entering the
market.

CIRCLE NET

Pakfon (Circlenet Communication Pakistan (Pvt) Ltd., is a Next Generation Network Voice Services
Carrier specializing in design, deployment, and services of Voice & Data based solutions. Pakfon offers
a complete suite of voice and data solutions, for corporations, small businesses, telecommunication
service providers and consumers.

Founded in 1998, Pakfon is a leading provider of Empowered Communications solutions that range
from Wholesale Broadband Packet Telephony Services to unified Communications and Prepaid
Services.

The Pakfon technology team has experience and expertise in the architecture and management of
scalable services including Broadband Packet Telephony Services, Digital broadband Delivery systems
for VOD applications, Enhanced Call Routing and Messaging Services.

Dvcom LDI

dvcom is Pakistan’s upcoming premier licensed LDI (Long Distance & International) and Limited
Mobility telecom operator, aiming to play a key role in improving the telecom infrastructure &
contributing to an explosive increase in country’s tele-density. We are committed to taking voice & data
services to newer heights in our country.
Licence to Connect
In addition to the LDI license, we have acquired a mix of 450MHz and 1900 MHz frequencies - all over
Pakistan - enabling us to offer local loop services over a wireless infrastructure. In pursuance of our
prudently ambitious targets, we have already launched our long distance service while the limited
mobility services shall commence by the 3rd quarter of 2006. Connectivity is power, we believe, and are
committed to empowering every household and business in the country by getting them connected.

REDtone

To be an internationally recognized telecommunications service provider; delivering the benefits of


innovative and affordable communications products and services.
Incorporation of REDtone Telecommunications Pakistan (Pvt.) Ltd.
As the prospects of telecommunication growth and development were bright in Pakistan, on 6th May
2004 REDtone Telecommunications Pakistan Private Limited (RTPL) a wholly owned subsidiary of
REDtone Technology Sdn. Berhad Malaysia was incorporated in Pakistan. RTPL was incorporated for
the purpose of operating the Long Distance International Telecommunication Service for the provision
of end to end communication between points that are located in Pakistan and with points that are located
outside of Pakistan. Pakistan Telecommunication Authority in August 2004 awarded 20 years full
service LDI license to RTPL who was required to develop minimum 14 point of presence across
Pakistan that allows it to offer voice telephone services as well as data and information technology
services.
Prime Minister of Malaysia the Honourable Dato' Seri Abdullah Ahmad Badawi and Prime Minister of
Pakistan his Excellence Shaukat Aziz together launched REDtone Pakistan’s operations in a impressive
ceremony held at Serena Hotel Islamabad on 16th February 2005.

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Pakistan Telecommunication Company Limited 49

Burraq Combo

Burraq Telecom Limited, founded in 2004 is an established operator licensed to offer a full range of
telecommunications services across Pakistan, including long distance international and wireless local
loop. The company also has associated spectrum at different frequencies. Burraq has recently completed
a limited rollout of its Broadband Wireless Access (BWA) network in all of Pakistan’s 14 regions.
The Qtel/ATCO investment in Burraq is a part of the joint venture’s strategy to jointly develop and
operate BWA services, including WiMAX and other complementary services, in markets in the Middle
East, Asia, and North Africa. Qtel owns a 51% stake in the joint venture. In May 2007, Qatar Telecom
(Qtel) acquired Burraq Telecom as its strategic business unit. Qatar Telecom is the exclusive
telecommunications provider in the Middle East. Its principal activities include local and international
fixed telephone, mobile, Internet, data and cable television services.

Tele card
IDT Telecom, Inc., Union Telecard Alliance, LLC and Epana Networks, Inc.

Competitor

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Pakistan Telecommunication Company Limited 50

Conclusion

Pakistan Tele Communication company Limited is a master company in


telecommunication company industry of PAKISTAN.
It has been proved as per above data that their maximum business in land line and DSL
connection and both facilities are using in all business and industrial areas especially in
all Government sectors to all over the country.
If we see in the past when violation situation has cause in all over the country when
blocked all mobile systems / connection but land line especially PTCL was working
properly.
So I agreed to some painful issue are appeared and they loosing their marketing value in
public but they still improving their strategy plan and Etisalat has playing a wonder full
roll for improving their sale and profitability.

Suggestion

As per current scenario to tuff competition in telecommunication due to a bundle of


private companies has been launched especially in mobile sectors & word call also
captured the public demand in Internet and wireless connections so it should be improve
their service and product value.
The customer satisfaction is most important thing in any organization and it’s a plus point
for PTCL that they have a lot of customers but loosing their satisfaction & reliability day
by day due to their poor customer satisfaction service.
They should be preplan their strategic planning and their whole infrastructure and
consider upon consumers because the customer is a big asset for any company especially
in communication industry because all communication company almost based upon
service rather then productivity.

I would like to request you that please share your wonder full experience for improve this
report / presentation and suggest me if any,

**Thank you to all of you………

HAVE A NICE DAY…. ☺

Institute of Business & Technology (BIZTEK) Tauqeer Ahmed (BEM/896)