PTCL PROJECT

Introduction Telecom Sector of Pakistan History of Telecommunication Four Bodies of PTCL Historical Background Industrial Analysis of PTCL Mission statement and objecti es Pri ati!ation of PTCL Summary of " ents Subsidiaries

Introduction
Si# years into a year century$ t%e telecom sector of t%e &orld finds itself at crossroads$ after c%anging itself almost beyond recognition o er t%e last '( years) Pri ati!ation and com*etition are t%e order of t%e day$ &it% a majority of countries %a ing ado*ted t%ese *olicies to ad ance t%eir telecom sector) T%e results %a e been im*ressi e+ t%e industry %as gro&n at an un*recedented *ace) Alt%oug% t%ere %as been *%enomenal gro&t% in Pakistan$ es*ecially in cellular mobile communication and in t%e internet$ yet t%e tele,density remains almost stagnant) -)' Telecom Sector of Pakistan T%e telecom sector of Pakistan %as also entered into a ne& era) T%e mono*oly of PTCL is no& o er and t%e sector is mo ing to&ards liberali!ation) .%ile liberali!ation and com*etition are synonymous$ t%e future scenario also *oses some c%allenges to t%e market dominance of PTCL) T%e com*any is ready to face t%is c%allenge and maintain its re enue streams in t%e face of fort%coming com*etition)

History of Telecommunication
From t%e %umble beginnings of Posts / Telegra*% 0e*artment in -123 and establis%ment of Pakistan Tele*%one / Telegra*% 0e*artment in -14'$ to t%is ery day %ere is a story of commitment and ision) T%e %istory of telecommunication in t%e Sub,Continent is as old as t%e %istory of our sla ery) In t%e subcontinent$ before Inde*endence t%is sector &as under t%e Indian Post / Telegra*% 0e*artment and de elo*ed as a successful industry) T%e role of telecommunication in Pakistan can be broadly di ided into four *%ases+

Pakistan Post & Telegraph P&T!

T%is de*artment started its tele*%one ser ice &it% only -'524 tele*%one lines and se en telegra*% offices all o er Pakistan) All t%e tele*%one system at t%at time &as manual) T%is de*artment continued its business u* to -14') At t%e time of inde*endence t%e *ostal and telecommunication ser ices &ere *erformed by a single de*artment kno&n as Pakistan Post / Telegra*% 6P/T7) T%e 8o ernment of Pakistan ado*ted t%e 8o ernment of India Telegra*% act -99: to control and direct t%e acti ities of telecommunication)

Pakistan Telephone & Telegraph T&T!

Pakistan Post and Pakistan Tele*%one / Telegra*% 6PT/T7 under t%e *residential ordinance &as t%e first ste* to&ards reforms in t%e telecommunication sector) It &as made in -14'$ &%en t%e Ayub ;%an<s go ernment decided to s*lit u* t%e P/T de*artment into t&o se*arate de*artments) 0irector 8eneral %eaded t%is de*artment) T%e decision making *o&er &as concentrated &it% t%e *ost of 08$ &%ile t%e res*onsibilities &ere delegated to 8eneral Managers and C%ief "ngineers t%roug%out t%e organi!ation) T%e PT/T &ere in fact a ci il ser ice de*artment under t%e ministerial control) T%e PT/T organi!ational structure %ad '( C%ief "ngineers and 8eneral Managers re*orting directly to t%e 0irector 8eneral) T%e centrali!ed structure of PT/T caused inefficiency in o*erations and long delay in im*lementing decisions) At t%e time of ince*tion of PTC t%e total number of em*loyees &orking in PT/T &as 2:494 and t%e total net&ork com*rised of 1''$((( tele*%one lines)

Pakistan Telecommunication Corporation PTC!

T%e go ernment of Pakistan *ursued t%e deregulation and liberali!ation *olicy in *roduction and ser ice industry during t%e decade) T%e major c%ange in t%is regard &as *ri ati!ation and deregulation of many of t%e de*artments of go ernment of Pakistan) T%e decade of -11(s broug%t about many c%anges in t%e economic structure of Pakistan) T%e objecti e &as to reduce t%e burden of t%e go ernment$ minimi!e t%e bureaucratic influence and im*ro e t%e efficiency of t%ese de*artments) A major breakt%roug% in t%e %istory of telecommunication in t%e country occurred &it% t%e gradual deregulation and *ri ati!ation of T/T) At t%e first stage Pakistan Tele*%one / Telegra*% 0e*artment 6T/T7 &as con erted into a statutory cor*oration Pakistan Telecommunication Cor*oration) =n 0ecember -:$ -11( t%e PT/T de*artment &as transformed into Pakistan Telecommunication Cor*oration &it% a legal identity se*arate from t%e 8o ernment) T%is c%ange in t%e statute$ introduced by t%e 8o ernment of Pakistan enabled PTC to mo e from administrati e to contractual relations%i* &it% its customers) It *ro ided t%e o**ortunity for t%e de elo*ment of telecommunication facilities to an un*recedented le el and also for an increased customer

satisfaction)

"#$ %our &odies of PTCL

>nder t%e PTC ?eorgani!ation Act$ -114 t%e telecommunication sectors &as s*lit u* into four bodies) @ Pakistan Telecommunication Com*any Limited 6PTCL7 @ Pakistan Telecommunication Aut%ority 6PTA7 @ Aational Telecommunication Cor*oration6ATC7 @ FreBuency Allocation Board 6FAB7

"#$#"Pakistan Telecommunication Company Limited PTCL!

A com*any establis%ed to undertake t%e telecommunication business formally carried by Pakistan$ is Pakistan Telecommunication Com*any Limited 6PTCL7) Pakistan Telecommunication Cor*oration 6PTC7 &as transformed into Pakistan Telecommunication Com*any Limited 6PTCL7 on Canuary -$ -114 under Pakistan Telecommunication ?eorgani!ation Act$ -114 according to &%ic% PTCL took o er all t%e *ro*erties$ assets$ rig%ts and obligations of PTC)

"#$#' Pakistan Telecommunication (uthority

Pakistan Telecommunication Aut%ority is a regulatory body res*onsible for monitoring t%e telecommunication business in Pakistan) It frames rules and regulations for *ri ate telecom com*anies suc% as mobile *%one com*anies$ Internet ser ice *ro iders$ *aging com*anies and *ay card *%one com*anies) It also issues licenses to t%e ne& com*anies entering into t%is business)

"#$#) *ational Telecommunication Corporation *TC!

Aational Telecommunication Cor*oration 6ATC7 is res*onsible to *ro ide t%e telecommunication ser ices to t%e arious de*artments of go ernment and armed ser ices)

"#$#$ %re+uency (llocation &oard

Pakistan Telecommunication Com*any Limited is t%e *rimary *ro ider of telecom ser ices in Pakistan) T%e range of its ser ices includes basic tele*%one$ telegra*%$ fa#$ tele#$ ",mail$ digital cross connect$ Public data net&ork$ Internet$ IS0A and ot%er digital facilities) T%e total number of installed tele*%one lines 6ALI7 at Cune 5($ -119 &as 5:$ -1$933 &%ile t%e total number of actual lines in ser ice 6ALIS7 &as '4$ 4($919) T%e difference bet&een ALI and ALIS is due to *ending and *otential future demands)

"#, Historical &ackground

-123 Posts / Telegra*% 0e*t) establis%ed -14' Pakistan Telegra*% / Tele*%one 0e*tt) -11(,1Pakistan Telecom Cor*oration ALIS+ 9:($(((.aiting list+ 1(($((( "#*ansion Program of 1(($((( lines initiated 6:(($((( lines by Pri ate Sector Partici*ation2(($((( lines PTCD8=P o&n resources7) -11: About : E of PTC assets transferred to PTA$ FAB / ATC) -114 PTCL Formed listed on all Stock "#c%anges of Pakistan -119 Mobile / Internet subsidiaries establis%ed '((( Telecom Policy Finali!ed '((5 Telecom 0eregulation Policy Announced

"#- Industrial (nalysis of PTCL

PTCL is t%e e#clusi e *ro ider of basic tele*%ony in Pakistan &it% o er 5)' million tele*%one lines in ser ice) Besides *ro iding fi#ed line$ alue added and ot%er ancillary ser ices$ PTCL o&ns subsidiaries t%at *ro ide cellular and Internet ser ices) Since its transformation from a *ublic sector cor*oration into a *ublicly listed cor*orate entity in -114$ PTCL %as im*lemented an aggressi e restructuring *rogram$ t%e *rimary aim of &%ic% is to im*ro e *rofitability t%roug% increased customer focus and efficiency and to *re*are t%e com*any for t%e %ig%ly com*etiti e en ironment en isaged once PTCLFs e#clusi ity on fi#ed tele*%ony e#*ires in 0ecember '((') Follo&ings are t%e main subsidiaries of PTCLG Paknet

>fone TIP CTI

"#. /ission 0tatement

HTo be t%e leading telecom o*erator in Pakistan$ ensuring customer satisfaction using state, of,t%e ,art tec%nology$ &it% a ie& to im*ro e s%are%older<s alueI) To ac%ie e our ision by %a ing+ @ An organi!ational en ironment t%at fosters *rofessionalism$ moti ation and Buality) @ An en ironment t%at is cost effecti e and Buality conscious) @ Ser ices t%at are based on t%e most o*timum tec%nology) @ Juality and time conscious customer ser ice) @ Sustained gro&t% in earnings and *rofitability)

"#. 1ision 0tatement

To be t%e leading ICT Ser ice *ro ider in t%e region by ac%ie ing customer<s satisfaction and ma#imi!ing s%are%older<s alue)

"#2# Core 1alues

@ Professional Integrity @ Customer Satisfaction Cor*orate Culture @ Team .ork @ Com*any Loyalty @ Cor*orate Culture

"#"3# O45ecti6es of the Company

T%e *rimary objecti e of Pakistan Telecommunication Com*any Limited is to *ro ide telecommunication ser ices to t%e *eo*le in t%e country or in s%ort to satisfy t%e telecommunication needs of its customers) ?es*onding to t%e ra*id economic and tec%nological gro&t%$ t%e com*any is determined to meet t%e c%allenge of e#*anding needs of tele*%one and data communication suc% as *ublic data net&ork$ integrated ser ices digital net&ork and Internet ser ices) T%e major focus of attention is to im*ro e and e#*and t%e ser ices$ minimi!e t%e faults and *ro ide communication facilities to rural areas) It is also one of t%e major objecti es of management t%at t%e com*any s%ould not im*ro e its *erformance but also encourage t%e *ri ate sector to enter t%e Tele business) T%e com*any %as entered t%e domain of free market economy$ &%ic% necessitates t%e liberal management *olicies and *ri ate sector) T%e follo&ing basic *olicy ste*s %a e been taken to meet t%e objecti es laid in PTCL Act to e#*and and o*erate telecommunication ser ices in t%e country) T%e main objecti e of any com*any is to earn t%e *rofit and minimi!e e#*enses by &inning good&ill in t%e market) T%e objecti es can be di ided into t&o *%ases+ K Financial =bjecti es K Marketing =bjecti es T%e follo&ing are t%e long,term objecti es of t%e organi!ation) K Telecom ser ices all o er t%e country) K Plan$ establis% and maintain telecommunication K AcBuire$ *romote and manage researc% and de elo*ment $ transfer of tec%nology and soft&are de elo*ment including manufacturing of telecommunication eBui*ment and *lant K "n%ance efficiency$ im*ro e Buality and e#*and t%e system to meet custom<s satisfaction and *ro ide ser ice on demand) K Create congenial climate for binding of %uman skill and %ori!on of em*loyees t%roug% training and education) K Con ert its cas% basis single entry accounting system to accrual basis double entry system meeting t%e commercial international accounting standards) K Launc% consumer satisfaction sur ey) K To introduce com*uteri!ed directory assistance and com*laint ser ices reform billing and a re enue collection system) K Strengt%en relation &it% foreign international administration$ entities$ ser ices *ro iders$ international and regional telecom organi!ations for better international communication and tec%nical coo*eration in telecommunication business) K "#*and customer a&areness of all alue,added ser ices of PTCL) K To im*ro e t%e efficiency of Customer Ser ice Centers by de*uting Bualified *ersons &%o are &ell a&are of *ublic relation tec%niBues) K To introduce ne& ser ices of audio Te# and ideo conferencing for t%e business community)

&rief History of PTCL

Pakistan Telecommunication Com*any Limited 6PTCL7 &as incor*orated in Pakistan on 0ecember 5-$ -11:) It &as establis%ed to undertake t%e telecommunication business formerly carried on by t%e Pakistan telecommunication cor*oration 6PTC7$ t%e business &as transfer to t%e Com*any on Canuary -$ -114 under t%e Telecommunication 6?eorgani!ation7 Act$ -114 at &%ic% date PTCL took o er t%e *ro*erties$ rig%ts$ assets obligations and liabilities of PTC e#ce*t t%ose traL,nsfer to Aational Telecommunication cor*oration 6ATC7$ FreBuently Allocation Board 6FAB7$ Pakistan Telecommunication Aut%ority 6PTA7$ and Pakistan Telecommunication "m*loyees Trust 6PT"T7) T%e Com*any also commenced business on Canuary -$ -114)

Pri6ati7ation of PTCL
Saturday$ t%e -9t% Cune '((: &as an im*ortant day in t%e %istory of PTCL$ &%ic% &itnessed t%e successful sale of '4E strategic s%ares to "mirates Telecommunications Cor*oration H"tisalatI For many$ t%e *rocess of PTCL Pri ati!ation mig%t %a e been a routine go ernment affair$ but factually t%e *rocess %as been a long dra&n and an arduous one)

The 0trategic 0cale

T%e issued s%are ca*ital of PTCL is P;? :-$((($((($((($ di idend into :-$((($((($((( ordinary s%ares of P;? -( eac%$ of &%ic% a**ro#imately 5$332$((($((( are HAI ordinary s%ares and -$5'4$((($((( are HBI ordinary s%ares) In sim*le terms eac% HBI ordinary s%are carries four otes and eac% HAI ordinary s%are carried one ote) In res*ect of di idends$ oting rig%ts on all matters 6ot%er t%an election of directors7 and all ot%er rig%ts as s%are%olders$ t%ere is no difference bet&een HAI ordinary s%ares and HBI ordinary s%ares) Meaning t%ereby t%at t%e strategic in estor after obtaining '4E of s%ares 6all HBI s%ares7 &ould manage t%e affairs of t%e com*any$ but its s%are in t%e di idend &ould remain '4E &%ile a**ro#imately -'E &ould go to t%e current in estors in t%e market and 4'E to go ernment<s kitty)

The process8 Historical Perspecti6e

T%e *ri ati!ation *rocess for t%e sale of PTCL '4E strategic s%ares commenced in t%e year -119 &%en a consortium com*rising 8oldman Sac%s) 8lobal Securities Pakistan Limited Analysis$ Allen / = ery and ?i! i$ ISA / Co 6collecti ely t%e HFinancial Ad isory7 ConsortiumI or t%e HFACI7 &ere %ired by t%e 8o ernment of Pakistan H8=PI for t%is transaction) Ho&e er$ t%e transaction &as im*acted by t%e sanctions im*osed on Pakistan in t%e after matc% of nuclear detonation in -119) In t%e year '((-$ CPMorgan joined t%e Financial Ad isory Consortium 6FAC7 and took t%e lead on marketing and e#ecuting t%e transaction) T%e years '((-,'((5 &itnessed t%e transaction being aggressi ely marketed) Ho&e er$ t%e *rocess could not be furt%er *rogressed because Pakistan &as not *ercei ed as an attracti e in esting destination *rimarily due to *ost 1D-- im*lications) T%is not&it%standing$ *re*aration for due diligence i)e) 0ata ?oom u*dating and Information Memorandum 6IM7 &ere almost com*leted by August '((5 but t%e transaction could not *roceed a%ead as ' out of 5 *re,Bualified bidders did not *roceed furt%er) Mean&%ile$ during Ao ember '((5 to May '((2 t%ere &ere serious discussions and considerations at t%e Ministry of Information Tec%nology H M=ITI and Pri ati!ation Commission 6PC7 on PTCL restructuring i)e) unbundling t%e local loo*) After a *rotracted debate on arious o*tions t%e *resident of Pakistan decided in Ao ember t%at PTCL s%ould be sold as an integrated entity)

The &idders
In t%e final *rocess of bidding) .%ic% &as concluded in Cune '((:$ -9 in estors submitted "#*ression of Interests H"olsI out of &%ic% did not submit Statement of Jualifications 6SoJs7M =ut of -' SoJs$ ' did not meet bidding reBuirementsG %ence -( *otential buyers &ere in ited for due diligence *rocess) =ut of t%ese$ 5 &ere dro**ed and 3 bidders came to Pakistan in t%e mont%s of A*ril and May,(: to take *art in t%e due diligence *rocess) Finally$ 5 bidders Singa*ore Telecommunications 6Sing Tel7$ C%ina Mobile 6Hong ;ong7 Limited and "tisalat *artici*ated in t%e final bidding *rocess %eld in Islamabad on Cune -9$ '((:)

0ummary of Chronology of E6ents

Near " ents -112) Pakistan Telecommunication ordinance$ -112 *romulgated to *ri ati!e PTC and incor*orate 6PTCL7 and ot%er *layers in t%e telecom sector 6PTA$ ATC$ FAB$ and PT"T7,offer for sale of -((M s%ares in t%e form of -M ouc%ers locally at a *rice of ?s)5( *er s%are) -11:) A**ointment of 0eutsc%e Morgan 8renfell as t%e financial ad isor) =t%er consortium members included Coo*ers / Lybrand$ 0enton Hall$ Muslim commercial Bank limited$ 0eutsc%e Bank A8$ Abacus Consulting$ Asad Ali ;%an / Co) and ?i! i$ Isa / ;abraji) -114, "#*ressions of Interest 6"=I7 in ited for t%e sale of PTCL strategic s%ares) -113,19 Bids in ited for a**ointment of ne& financial ad isors) Agreement &as signed &it% 8oldman Sac%s

international leading a consortium of financial ad isors) -119,'((-) 8oldman Sac%s$ 8lobal securities Pakistan limited$ Analysis and Allen / = ery and ?i! i isa / Co &orked closely &it% t%e 8oP *re*are a robust regulatory regime in t%e telecom sector) '((-,'((5 CPMorgan joined t%e FAC and took t%e lead on marketing and e#ecuting t%e transaction) T%e transaction &as aggressi ely marketed) Transaction &as once again s%el ed$ as ' out of 5 *re,Bualified bidders did not *roceed furt%er) T%is &as in t%e conte#t of %eig%tened country risk in t%e *ost Se*tember -- scenario) '((5,'((2 0iscussions on restructuring PTCL *rior to *ri ati!ation) President of Pakistan<s formal decision to sell PTCL as an integrated Telecom =*erator) '((2,'((: Teaser distributed follo&ed by one,on,one meetings &it% *otential buyers 6Singa*ore$ ;uala Lum*ur$ Beijing and Abu 0%abi7) PC Board *re,Bualifies -( *otential buyers to conduct due diligence) Confidentiality Agreement distributed) Information Memorandum distributed) 0ue diligence commences 6 irtual data room 6OC?7 o*ens u*7G Management *resentations to *re,Bualified bidders %eld at t%e beginning of eac% due diligence &eekG t%ree bidders in ited eac% &eek to attend management meetings and conduct site isitsG Com*letion of due diligence) In estors$ Forum %eld)

Emirate Telecommunication Company Etisalat

Founded on 5(t% August -134$ t%e "mirates telecommunications Cor*oration,"itsalat,*ro ides telecommunication ser ices to t%e >nited Arab "mirates$ and is one of t%e leading ser ice *ro iders in t%e Middle "ast)"itsalat is embracing ne& tec%nologies$ ne& *%iloso*%ies and ne& &ays of doing business) T%eir ne& Cor*orate Logo and identity is a catalyst for t%is c%ange)"itsalat deals in Ooice communication$ .ireless Communication and 0ata Communication) "itsalat &as one of t%e first to introduce mobile tele*%ones in t%e Middle "ast in -19' and launc%ed t%e 8SM Ser ice in Se*tember -112) Mr) =baid Saeed Bin Mes<%ar$ C%ief "#ecuti e officer$ "itsalat says t%at t%e ne& Management &ill take ste*s for im*ro ing Buality$ reorgani!ation and e#tension of PTCL ser ice to more areas$ %e furt%er added t%at tec%nical staff mig%t be sent to Africa and ot%er countries after im*arting additional training to t%em) Mr) =baid aimed at utili!ing t%e e#*ertise t%e skills of PTCL em*loyees in a *ro*er &ay and t%at no PTCL em*loyee &ould be relie ed) "mirates Telecommunications Cor*oration 6"itsalat7 &as t%e %ig%est bidder for t%e acBuisition of a '4 *er cent stake in Pakistan Telecommunication Cor*oration Limited 6PTCL7) T%is latest &in reflects t%e determination of "tisalat to strengt%en its *osition as t%e leading telecommunications com*any in t%e region) T%e acBuisition of '4 *er cent of PTCL *ro ides "itsalat International access to t%e management of t%e com*any and a *ool of e#*erienced *rofessionals)

"#", 0u4sidiaries
PTCL %as four subsidiaries+

"#",#" Pakistan Telecommunication /o4ile Limited

>fone aim to *ro ide &it% &ider co erage$ su*erior connecti ity$ clear signals / oice Buality) Co ering o er '554 key destinations >fone is t%e ultimate means to stay connected and *ro iding t%e best nation&ide co erage) >fone$ being one of t%e leading cellular ser ice *ro iders %as recently launc%ed its ser ice in many ne& cities) ;ee*ing u* &it% its *ace it is ra*idly e#*anding its net&ork)>fone kee*s on adding ne& cities &it% same su*erior net&ork t%at continues to e#*and) >fone co ers all major cities of Pakistan no& you can enjoy com*re%ensi e co erage in areas like t%e 8T ?oad$ Su*er Hig%&ay / Motor&ay etc) A strong focus &ill be on increasing usage and re enue streams on Oalue Added Ser ices$ increase to* of mind a&areness and Market isibility) >fone a -((E o&ned subsidiary of PTCL %as set marketing trends by becoming t%e first com*any to offer 4 mont%s free incoming on *re*aid cards$ 8P?SDMMS and .AP ser ices$ as &ell as t%e most affordable *ricing in t%e market) Initiati es &%ic% %a e %el*ed define market standards for ot%er commercial cellular ser ices o*erators to follo&) >fone recorded a Profit after ta# of ?s) 33:)1 million for t%e financial year '((5,'((2 &%ic% re*resents a '(2 E increase o er t%e *rior year) T%e Board of 0irectors of PTML declared a di idend of ?s) :': million based on t%e foregoing results) @ Launc%ed on Canuary '1$ '((-) >fone is a ne& cellular o*erator in Pakistan) >fone ser ices are offered to you by Pak telecom Mobile Limited &%ic% is a -((E o&ned inde*endent subsidiary of Pakistan Telecommunication Cor*oration limited) @ >fone *%one %as been a %ig%ly successful enture$ touc%ing -((((( subscribers in less t%an 2 mont%s of o*eration) 0uring t%e year$ as a conseBuence of PTCL<s *ri ati!ation$ '4E of its s%ares &ere acBuired by "mirates Telecommunication Cor*oration 6"tisalat7) Being *art of PTCL$ t%e management of >fone %as also been %anded

o er to "tisalat) 0uring t%e year Culy '((: to Cune '((4$ >fone continued on t%e *at% to success) T%e Com*any furt%er e#*anded its co erage and %as added ne& cities and %ig%&ays) >fone %as net&ork co erage in more t%an 3:( cities$ to&ns and across all major %ig%&ays of t%e country 0uring t%e year >fone successfully com*leted t%e net&ork e#*ansion of P%ase IO in e#isting as &ell as in ne& cities and to&ns &%ic% amounted to more t%an >S 0ollar -3( million) As a result t%e asset base of t%e Com*any %as increased from ?s) '( billion to ?s) '3 billion)0uring t%e year >fone ado*ted t%e *olicy of sim*lified tariffs &it% no %idden c%arges$ &%ic% resulted in *ositi e im*acts on t%e usage trends of subscribers as &ell as total subscriber base$ &%ic% %as increased from '$:31 k in Cune '((: to 3$293 k in Cune '((4) >fone currently caters for International ?oaming to more t%an -1: li e o*erators across --1 countries and introduced International roaming facility for Pre*aid subscribers in Saudi Arabia$ >nited ;ingdom$ >nited Arab "mirates$ Singa*ore$ Portugal and ;u&ait &it% lo&est rates$ featuring no security de*osit and acti ation c%arges) 8P?S ?oaming facility is a ailable &it% more t%an 3: Li e =*erators across :1 countries) T%e com*any %as also been a&arded a ne& License for *ro iding cellular ser ices in A!ad Cammu / ;as%mir and Aort%ern Areas) =*erating Performance >fone<s o*erational *erformance %as been ery encouraging) 0es*ite t%e stiff com*etition in Pakistan telecom market &%ic% %as led to reduction of *rices to bare minimum le el$ due to its aggressi e *olicies and e#ercising strict control o er e#*enses t%e Com*any managed to im*ro e its re enue and after,ta# *rofit by 93E and :2E res*ecti ely$ as com*ared to last year) Future Plans ;ee*ing in ie& t%e gro&t% *otential of t%e cellular industry t%ere is no o*tion but to be aggressi e in order to remain a *otent force in t%e cellular industry) In order to e#tend cellular net&ork to ne& cities$ to&ns and %ig%&ays and en%ance its current installed ca*acities in e#isting cities$ >fone %as finali!ed a %uge net&ork e#*ansion contract amounting to about >S0 ::( million$ &%ic% &ill en%ance t%e subscribers< ca*acity by -( million) T%is is t%e largest e er e#*ansion *roject of >fone A strong focus &ill be on maintaining %ig% Buality of ser ice$ &%ic% is al&ays a benc%mark of >fone$ increasing usage and e#*loring ne& re enue streams on alue added ser ices$ market isibility t%roug% arious market initiati es to fulfill subscribers< satisfaction and demand and abo e all to increase t%e alue of in estment for t%e s%are%olders

"#",#' Carrier Telephone Industries CTI!

Carrier Tele*%one Industries 6CTI7 is *rimarily a manufacturer of telecom transmission eBui*ment) T%e com*any maintained its business momentum of more t%an o&n billion ru*ees during t%e year '((5,'((2$ des*ite %ostile market conditions o&ning to toug% com*etition among local industries) It registered a sales turno er of ?s) -)((2 billion during t%e year '((5,'((2 as com*ared to ?s) -)-(3 billion last year) Profit after ta# declined to ?s) 3)5' million as com*ared to ?s) '4)-' last year) T%e com*any continued to e#*and its acti ities in ser ices sector by *ro iding installation ser ices to arious *ri ate and *ublic sector organi!ations) ;ee*ing in ie& t%e deregulated and aggressi ely e#*anding telecom market$ a muc% %ig%er sales target is being *ursued for t%e year '((2,(: including sales of *ersonal com*uters and *ro iding ot%er related ser ices) Informage soft&are 6Pri ate7 Limited 6ISLP7$ t%e -((E o&ned soft&are 0e elo*ment com*any of CTI$ %as successfully com*leted its t%ird year of business) ?e enue earned during t%e year '((5,'((2 &as ?s) -4 million as com*ared to ?s)1 million for t%e last year) Near of "stablis%ment+ -132 S%ares+ PTCL :'):E $Siemens 23):E Business+ Manufactures digital transmission / fiber o*tic eBui*ment) Pro ides re*air / maintenance)

"#",#) Paknet Limited

Paknet is a fully o&ned subsidiary of 6PTCL7 and is registered as a *ublic limited com*any &it% its strengt% of 53- em*loyees$ 2( *o*s 6*oint of *resence7$ '(E market s%are$ and accessibility from '((( cities) Locations$ it %as become t%e largest ISP in Pakistan) Ser ices of Paknet include 0ial u* as &ell as 0SL internet$ &%ic% is a *lan to e#tend to -: cities) OPA$ .AA$DLAA$ solutions and alue addition ser ices$ like &eb de elo*ment $ &eb %osting and consultancies) It also *ro ides data communication solutions ia OSAT$ Frame ?elayDOPA and ?adio) In additional to t%is Paknet also *ro ides 0igital S&itc%ing "Bui*ment) Paknet *osted sales re enue of ?s) '42 million in '((5,(2 as com*ared to ?s)51: million last year) T%e com*any suffered loss after ta# of ?s)--' million in t%e year '((5,(2) Near of "stablis%ment+ '((( S%ares+ PTCL -((E Business+ =*eration of InternetD",mail$ Information Tec%nology ser ices

"#",#$ Telephone Industries of Pakistan TIP!

PTCL o&ns 3(E s%ares of TIP$ in addition to digital s&itc%es$ &%ic% are *rinci*ally *roduced in TIP$ ot%er *roducts include energy meters$ fire alarms$ cross connect cabinets$ container s%ells / 0ro* &ires etc) TIP

manufactured '(($((( digital *orts in t%e year '((5,'((2 for PTCL and ATC) In addition to t%at -(($((( tele*%one sets$ :($((( energy meters$ :($((( 0P bo#es$ -$:(( cross connect cabinets and around '($((( kilometers of dro* &ire &ere also *roduced) T%e auditors of TIP %a e included a crucial matter in t%eir re*ort on significant uncertainty about t%e com*any ability to continue as a going concern) Near of "stablis%ment+ -1:' S%ares+ PTCL 3')4E$ Siemens '3)2E

Finance de*artment Marketing de*artment Business 0e elo*ment de*artment Sales 0e*artment Business Intelligence de*artment Public ?elations =rgani!ation C%art of Communication de*artment Human ?esource 0e*artment "stablis%ment de*artment

T%ere are different de*artments in PTCL) I %a e &orked in marketing de*artment as an internee) T%e &orking of main de*artments of PTCL is mentioned belo&+

'#"%inance 9epartment
=n t%e basis of different functions$ *erformed by PTCL<s Finance de*artment$ t%e de*artment is di ided into t%ree sub,de*artment+ -) ?e enue 0e*artment ') Accounts 0e*artment 5) Finance 0e*artment @ ?e enue 0e*artment T%e ?e enue 0e*artment is res*onsible for setting a target of re enue being ac%ie ed during t%e year$ making action to ac%ie e t%e desired target and collecting of re enue earned) T%is branc% is also concerned &it% t%e issue t%at may affect t%e re enue in one or t%e ot%er &ay) -) 0omestic ?e enue ') International ?e enue 5) Cor*orate ?e enue P 0omestic ?e enue T%e first source of domestic re enue is domestic billing t%at includes line rent and local call c%arges etc) Secondly domestic re enue is earned t%roug% renting and leasing of e#c%anges) P International ?e enue T%ere are t&o International 8ate&ay "#c%ange 6I)8)"7 of PTCL$ one in ?a&al*indi and t%e ot%er in ;arac%i) An agreement$ total Accounting ?ate countries and t%e currency used for t%is *ur*ose is s*ecial 0ra&ing ?ig%ts 6S)0)?7) International re enue is collected in Aostro account of Ae& Nork 6>SA7 from all o er t%e &orld) P Cor*orate ?e enue =t%er t%en domestic and international re enue$ PTCL is also earning cor*orate re enue t%roug%+ -) PTML,Pakistan telecom Mobile Limited 6>fone7 ') OAS,PTCL calling cards etc) 5) Paknet, Internet Ser ices *ro ider 2) TIP,Tele*%one Industries of Pakistan :) CTI,Carrier Tele*%one Industries 4) Financial In estments are contributing a major role to&ards cor*orate re enue) @ Accounts 0e*artment T%e Accounts de*artment is res*onsible for all accounting$ record of kee*ing$ *ublication of accounts$ audit$ em*loyees com*ensation$ in entories recording$ fi# assets accounting$ com*lete accounting system and internal control$ *ensions and direct ta#ation) @ Finance 0e*artment Finance 0e*artment is res*onsible for t%e budgeting$ *lanning and transaction relating to income and re enue$ e#*enses$ *ricing control funds and treasury measure and direct ta#ation)

'#' Communication 9epartment

T%e communication de*artment of PTCL is controlled by senior e#ecuti e ice *resident$ &%o looks after four different de*artments+ -) Marketing 0e*artment ') Sales 0e*artment 5) Business de elo*ment 0e*artment 2) Public relations Marketing 0e*artment T%e Marketing 0e*artment ado*ted a *roacti e role in introducing marketing tec%niBues for retaining current customers and attracting ne& ones) Marketing de*artment c%eck t%at &%at are t%e e#isting *roducts$ &%at are t%e *ro isions for ne& *roducts and t%e de elo*ment of t%ese ne& *roductsM S"OP 6Communication7 Qafar >smaniHierarc%y of marketing de*artment+ "OP 6Marketing7 TariB Jures%i 8M 6Consumer *roducts7 0a&aar Mailk Senior Manager Ad ertising Miss Qaib Mailk

Product Manager >sman Ali ;%an Manager Cor*orate ser ices Mr) Min%aj Manager marketing researc% Mr)?a%eel 0e*ty)Manager ad ertising Mr) .aBar 0e*ty)Manager marketing Mr) Murad Manager marketing Mr) Haider Assistant Manager marketing Mr) Mus%taB Marketing "#ecuti e Miss Far%ana 0ata Control Assistant Miss ;alsoom

Sales 0e*artment Sales de*artment is res*onsible to increase t%e sales of different *ackages) "m*loyees in t%e sales de*artment c%eck t%at &%ere sales are *ossible and %o& muc% *otential is in t%e market) Sales *erson c%eck ne& *laces of *otential &%ere t%ey can increase t%eir sales) T%ey de elo* distribution net&ork and use different media e%icles to increase t%eir sales) Business de elo*ment 0e*artment Business de elo*ment de*artment is res*onsible to de elo* *roducts for cor*orate sector) T%ey look for Pros*ects for ne& business$ making sales *resentations and fe& ot%er tasks) ?e*orting and analytic su**ort to address business strategies and *roduct de elo*ment t%at *ro ide for solid business intelligence solutions en ironment and infrastructure) T%ey target cor*orate sectorDcom*anies not general *ublic) Business Intelligence 0e*artment T%is de*artment c%ecks t%e trend and traffic in PTCL o&n ser ices in market and also c%eck &%at is t%e effect of com*etitor action on t%e ser ices of PTCL) For e#am*le$ t%ere is need to c%eck t%e traffic of calls by customers$ and at &%at time t%ere is ma#imum usage) Assure t%at t%e *erformance of t%e data &are%ouse en ironment is *erforming o*timally t%roug% t%e use of ca*acity *lanning$ and systems monitoring) Lead t%e effort to analy!e business needs and data$ subseBuently establis%ing$ documenting and im*lementing a consistent analysis met%odology and use of resources across t%e organi!ation) "nsuring sound reBuirements definition$ s*ecification and sco*e definition *rocesses are u*%eld t%roug% re*orting / analysis *rocesses) =n t%e be%alf of t%ese analyses$ management takes t%e decisions regarding t%e PTCL ser ices and can res*onse to com*etitors< actions) T%ese analysis and data are only a ailable on intranet and for internal management use only) Public ?elations Like all ot%er de*artments of PTCL$ t%e role and res*onsibilities of t%e Public ?elations 0e*artment %as also taken on a ne& dimension after t%e onset of Telecom Sector deregulation) Public ?elations 0e*artment of PTCL is engaged in t%e Com*any<s image building acti ities t%roug% road s%o&s close$ circuit tele ision$ %oardings / billboards) T%e *ublic relations de*artment ensures *ublicity of com*any<s *olicies and acti ities) Press releases$ articles$ and &rite u*s are *ublis%ed regularly in t%e *rint and aired by t%e electronic media) To en%ance t%e com*any image and counter negati e ne&s item$ clarifications and rebuttals are *rom*tly issued by t%e P? de*artment) T%e P? officers based in major cities also %el*ed in image building across t%e country =rgani!ation C%art of Communication 0e*artment Manager 0e*t M8? 0e*t M8? 0e*t M8? 0e*t M8?

0e*t M8? 0e*t M8? Manager 0e*t M8? 0e*t M8? Assistant "#ecuti e "#ecuti e "#ecuti e Assistant "#ecuti e "#ecuti e "#ecuti e 0e*t M8? 0e*t M8? Manager Manager Manager "OP 6Marketing7 "OP 6Sales7 "OP 6Business 0e elo*ment7 "OP 6Public ?elations7 8M 6Consumer *roducts7 8M 6Business Intelligence7 8M 6Sales7 8M 6B07 8M 6P?7 S"OP 6Communication7

')5 Human ?esource 0e*artment Management of *eo*le at &ork is ery im*ortant in e ery organi!ation$ because organi!ation goals and objecti es are ac%ie ed by t%e co,ordination of *eo*le &orking at t%e organi!ation) " ery organi!ation %as *ersonnel function &%et%er or not s*ecific manager %as been so designated) " ery organi!ation must %ire$ train$ moti ate$ maintain and ultimately se*arate em*loyees) Human resource de*artment is res*onsible for arranging and managing %uman ca*ital for PTCL) T%eir main tasks include recruitment$ selection$ *romotion$ *erformance management$ training arrangement for em*loyees etc) ')2 "stablis%ment 0e*artment It is anot%er im*ortant de*artment t%at &orks under administration) Its main res*onsibilities include assigning duties and res*onsibilities to em*loyees and managing aried issues regarding t%eir jobs and &ork *erformance) T%is de*artment *rocess and finali!e a**eal cases against orders of *unis%ment It is also res*onsible to *rocess and finali!e creationDre,designationDabolitionDretentionDu*,gradationDtransfer of *osts and arious regions$ de*artments$ di isions or subdi isions) It also *rocess and finali!e duties and res*onsibilities of officers) It is also res*onsible for *rocess and finali!ation of *ro ision of *osts as *er reBuirement by re,designation of e#isting staff or creation of a ne& tem*orary *ost if justified) It may *erform modification or fi#ation of assignment or jurisdiction of e ery official as *er reBuirement)

?atio Analysis LiBuidity ?atio Le erage ratios Profitability ratio Acti ity ?atio Market Oalue ratio

?ATI= AAALNSIS ?atio Analysis is a &idely used tool of financial analysis) It is t%e systematic use of ration to inter*ret t%e financial statements so t%at t%e strengt%s and &eaknesses of t%e firm as &ell as its %istorical *erformance and current financial condition can be determined) ?atios can be classified into follo&ing fi e broad grou*s) -, LiBuidity ?atio) ', Le erage ?ation) 5, Profitability ?atios 2, Acti ity ?atios) :, Market Oalue ?atio) -, LiBuidity ?atio LiBuidity is a com*any<s ability to meet its maturing s%ort term obligations) Analysis cor*orate liBuidity is es*ecially im*ortant to creditors) If a com*any %as a *oor liBuidity *osition$ it may be a *oor credit risk) LiBuidity ?atios t%at are discussed for PTCL are) i) Aet &orking Ca*ital) ii) Current ?atio) i, Aet .orking Ca*ital) Aet &orking ca*ital is a safety cus%ion to creditors) A large balance is reBuired &%en t%e entity %as difficulty borro&ing on s%ort notice) Aet &orking ca*ital RCurrent Assets,Current Liabilities T%e net &orking ca*ital for PTCL For year '((4+ A.CR:($-49$-33,5($'3:$:5'R-1$91'$42: For year '((3+ A.CR:2$'('$959,'2$223$32-R'1$3::$(13 Since A.C of year '((3 is more t%an year '((4$ it indicates an im*ro ed stage of com*any) ii,Current ?atio+ T%e current ratio is eBual to current assets di ided by current liabilities) T%is ratio is used to measure t%e ability of an enter*rise to meet its current liabilities out of current assets) Current ratioRCurrent assets Current liabilities PTCL<s current ratio) For year '((4+ Current ?atioR :($-49$-33 5($'3:$:5' R -)4:3 For year '((3+ Current ?atioR :2$'('$959 '2$223$32R ')'-3 T%e increase in t%e current ratio is a good indicator of PTCL to meet its liabilities earlier t%en in *re ious year) ', Le erage ?atio+ Le erage is a com*any<s ability to meet its long term obligations as t%ey become due) An analysis of le erage concentrates on t%e long term financial and o*erating structure of t%e business)

Some le erage ratios are) i, 0ebt ?atio) ii, 0ebtD"Buity ?atio) i, 0ebt ?atio) T%e debt ration com*ares total liabilities to total assets) It s%o&s t%e *ercentage of total funds obtained from creditors) 0ebt ratio R Total liabilities Total assets PTCL<s 0ebt ration+ For year '((4+ 0ebt ratio RTotal liabilities Total assets R24$342$::9 -:'$'2($('' R()5(3 For year '((3+ 0ebt ratioR 2-$1(3$:14R ()'32 -:'$9'($94( ii, debtD"Buity ?atio+ T%e debtDeBuity ratio is a significant measure of sol ency since a %ig% degree of debt in t%e ca*ital structure may make it difficult for t%e com*any to meet interest c%arges and *rinci*al *ayments at maturity) 0ebtDeBuity ratioR total liabilities Stock%olders eBuity For year '((4+ 0ebtDeBuity ratioR 24$342$::9R()225 -(:$23:$242 For year '((3+ 0ebt eBuality rationR 2-$1(3$:14R ()5339 --($1-5$'42 0ecrease in debt ratio and debtDeBuity ratio is an indication of lo&er degree of debt to total assets) 5, Profitability ?atios+ An indication of good financial %ealt% and %o& effecti ely t%e firm is being managed is t%e com*any ability to earn a satisfactory *rofit and return on in estment) Some major ratios are+ i, Aet Profit Margin) ii, ?eturn on eBuity) i, Aet Profit Margin+ Aet *rofit margin R Aet income Sales For year '((4+ A)P)M) R '($333$25(D41$(9:$254R()5(( For year '((3+ A)P)M) R -:$459$3:5D4:$'33$(':R()'51 T%e decrease in t%is ration indicates t%at business is earning less on eac% sales ru*ee) So t%e *rofitability of PTCL %as declined) ii, ?eturn on "Buity+ It measures t%e rate of return earned on t%e common stock%olders in estment) ?eturn on eBuity 6?="7 R Aet Income Stock%olders eBuity

For year '((4+ ?=" R '($333$25(D-(:$23:$242R()-1419 For year '((3+ ?=" R -:$459$3:5D--($1-5$'42R ()-2(1 T%is means t%at PTCLSs stock%olders return significantly decrease) 2, Acti ity ?atios+ Acti ity ratios are used to determine %o& Buickly arious accounts are con erted into sales or cas%) Oarious ratios e#ist to measure t%e acti ity of recei able$ in entory and total assets) Here acti ity of recei able &it% its collection *eriod is discussed) Accounts ?ecei able ?atios+ T%e accounts recei able turno er ratio gi es t%e number of times accounts recei able is collected during t%e year) Accounts ?ecei able turno er R Aet Credit sales A erage account recei able For t%e year '((4+ A)?)T) R41$(9:$254D-3$94'$(21R 5)94 For t%e year '((3+ Account recei able turno er R 4:$'33$(':R:)3' --$2--$2-' T%e increase in t%is ration in '((3 is significant and s%o&s t%at credit *olicy of t%e com*any is good t%en in t%e *re ious year) i, Collection Period+ It is t%e number of days it takes to collect on recei able) A erage collection *eriod R TTTTT54:TTTTTTTTTTTTTTT Accounts recei able turno er For t%e year '((4+ Collection *eriod R 54:D5)94R 12)::1 For t%e year '((3+ Collection *eriod R54:D:)3' R45)9--.it% t%e substantial decrease in collection days in '((3$ t%ere is indication t%at customers balances are collecti ely) :, Market Oalue ?atio+ T%e final ratio relates t%e firm<s stock *rice to its earning *er s%are) Here di idend related ratio is discussed) 0i idend Payout) Many stock%olders are *rimarily interested in recei ing di idend) Let<s see %o& t%e di idend *ayout ratio is signaling to its stock%olders) 0i idend Payout R di idend *er s%are "arning *er s%are For t%e year '((:+ 0i idend *ayout R : R()93 :)3' For t%e year '((4+ 0i idend *ayout R ' R ()21-2 2)(3 It is t%e indication of di idends from '((: to '((4 %as declined) By e#amining t%e trend in t%e com*any<s ratios from '((4 to '((3$ it is ob ious t%at o erall *osition of PTCL<s finance is getting do&n) T%e *rofitability is declining and di idend is %as also reduced) T%e "PS for '((4 to '((3 decline from 2)(3 to 5)(3) So it<s t%e %ig% time for PTCL to take correcti e action in order to a oid t%e more decline after t%e *ri ati!ation of PTCL)

Marketing de*artment Product launc%es / sur eys PTCL Ser ices Cor*orate ser ices Consumer ser ices Tasks assigned to me Brand ?e*ositioning 0escri*tion of Ae& Logo ?easons to rebrand >*coming *rojects

2)-Learning 0uring my interns%i* I learned about t%e functioning of business intelligence$ sales and marketing de*artment and I also got t%e o**ortunity to get e#*osure &it% an ad ertising agency UInterflo&U) 2)'Marketing 0e*artment PTCL reali!es its *osition as a dominant market *layer and %ence successfully *layed its role in t%e year '((5, '((2 &it% an aggressi e a**roac% to&ards communication strategy and *ricing of *roducts / ser ices) T%e Marketing 0e*artment ado*ted a *roacti e role in introducing marketing tec%niBues for retaining current customers and attracting ne& ones) Marketing de*artment c%eck t%at &%at are t%e e#isting *roducts$ &%at are t%e *ro isions for ne& *roducts and t%e de elo*ment of t%ese ne& *roducts) Marketing de*artment e#*lore and modify e#isting *roducts$ *osition t%ese *roducts after modifying$ use *romotional tools and do ad ertising of t%eir ne& *roducts and also do budgeting) 2)')- Ad ertising Agencies PTCL %as follo&ing ad ertising agencies on its *anel) -) =rient ') Interflo& 6rebranding of PTCL done by t%is agency7 5) MPL 2) " erne& :) Midas 4) Ma#im 3) Brand Partners%i* 2)')'Tariff ?ationali!ation An e#tensi e tariff study and analysis of t%e big tele*%one o*erators &orking in t%e de elo*ed &orld &as conducted by t%e Marketing 0e*artment during '((5,'((2) T%is resulted in significant reductions in bot% tariffs and c%arges t%roug%out t%e year) Installation c%arges 6bot% rural and >rban7$ line rent$ Aation&ide and international call tariffs and Band&idt% rates &ere resultantly decreased) Massi e marketing cam*aigns$ based on strategies recogni!ing t%e target audience and a**lication of ad ertising tools t%at generate t%e greatest res*onses$ &ere launc%ed in bot% urban and rural areas to attract t%e ma#imum number of customers) 2)')5 Product Launc%es 0uring t%e year '((5,'((2 PTCL Pre*aid calling card &it% t%e ad anced features &as relaunc%ed) Launc% of PTCL P%one Bill card based on IA *latform$ bill *ayment facility ia ATM Mac%ines and *re*aid tele*%ony PTCL Aasan *re*aid *%one &ere also launc%ed using arious media$ along &it% abo e and belo& t%e line acti ities) O,&ireless and green lifestyle &as also launc%ed during '((:, '((4) Currently PTCL is &orking on blue lifestyle$ red lifestyle and yello& lifestyle *ackages)

0ur6eys
PTCL marketing team %as started gat%ering customer feedback t%roug% e#tensi e sur eys) T%is im*ortant task is an ongoing acti ity being carried out by t%e most re*utable researc% agencies of t%e country) ;ey sur eysDresearc% studies are conducted to take customer o*inion t%roug% 0SL market assessment sur ey$ multimedia and cable TO study and customer migration sur ey)

PTCL 0er6ices Corporate and Consumer 0er6ices! :ire Line

Ooice Tele*%ony+ Basic oice tele*%ony ser ice is ?') '-( *lus ta# c%arged as mont%ly rent) A**ro#imately :)9 million subscribers)

Life 0tyle Packages8

8reen Life Style .eekend PackageG ?s) ':( *lus ta#es$ for A.0 calls during &eekend ?ed life Style For ne& accusations and s*ecial *lans Blue Life Style For IS0 *ackages Nello& Life style For local Call and Internet Package Almost t&o years %a e *assed and t%e numbers of customers for t%e Life style *ackage are almost 24((() 2)5)50igital facilities T%eses facilities are a ailable on land line tele*%ony Call transfer 6F=C7 Allo&s you to for&ard you land lines number onto a number of your destination or a cell *%one Call .aiting6F=C7 Code Barring6F=C7 Customer can *re ent misuse of t%eir tele*%one &it% t%e %el* of code barring facility) T%is can be c%anged by t%e customer if need arises) Hot Lines T%is ser ice enables customer to be contact just by lifting t%e %and set / &it%out dialing t%e number) System automatically dials a *re*rogrammed number 6after : Seconds delay7$ most a**ro*riate for freBuently dialed numbers) Abbre iated 0ialing 0ial a s%ort number 6single digit7 to get desired number) A ma#imum of -( suc% Aumbers can be registered) 0on<t 0isturb Acti ating of t%is facility &ill sto* all incoming calls for a *re determined time Slot) T%is &ill allo& customers to be in *eace if %e does not &ant to be disturbed during suc% time) T%e caller &ill get a *re recorded message) Absent Customer A Customer &it% t%is facility may inform t%e calling *erson about %is non a ailability at t%at time) T%is calling *erson &ill get an announcement or a s*ecial tone) .ake u* ?inging of a customer tele*%one is initiated at t%e fi#ed time) In case Customer does not ans&er t%e ring at t%e first offering$ subseBuent rings &ill follo& after : minutes)

@CLI
CLI allo&s you to identify t%e caller before *icking u* t%e *%one) T%e customer can c%eck obno#ious calls and kee* t%e com*lete record of all incomingDoutgoing calls &it% time and date to take any action)

1/0
Ooice mail ser ices &ill be a ailable on land line s%ortly) Acti ation s%all be free of costs) C%arge a local call for messages retrie al) T%e ser ice &ill increase call termination on land line net&ork)

1;%one
It is a basic Ooice tele*%ony for local$ A.0$ IS0 calls) .ireless *%one connection ?s)'((( connection and set call c%arges same as line) O PTCL is a &ireless *%one ser ice based on C0MA '((( as tec%nology) It offers all

t%e ser ices of a tradition land line including s%ort messaging ser ices 6SMS7$ caller line identification 6CLI7$ *%one book$ call &aiting$ call transfer and %ig% s*eed internet facility along &it% being semi mobile) 0aily line rent is of 3?s)

Calling Cards
PTCL launc%ed ?s)-(( denomination Pre*aid Calling Cards &it% ad anced features) By t%e end of Cune '((4$ record sale of ?s) 2(( billion %as been recorded on account of *re*aid calling cards) PTCL -3 0irectory PTCL subscribers List 60ata *%one number &it% addresses7 PTCL -9 Com*laint PTCL *%one com*lain ser ice

(asan Prepaid Telephony

HAasanI *%one is a landline *re*aid tele*%ony ser ice$ launc%ed in May '((2) T%e *rime objecti e of t%is ser ice is to facilitate t%e customer in getting a ne& connection &it% minimal documentation) Aasan cards are a ailable in ?s):(() ?s)-((( and ?s)'((( denomination) 0aily line rent is of 3?s) PTCL .ire,line Pay*%one PTCL *ro ides &ire,line *ay*%one ser ice to its end users t%roug% its .ire,line Pay*%one =*erators) T%e end user can obtain a .ire,line *ay*%one set from a .ire,line *ay*%one o*erator) Security 0e*osit for eac% *ay*%one connection ?s)'$ :((D, Local call ?s) -)'(D: min) A.0 call ?s) -)'(Dmin) Line rent ?s) 93 for billing u* to ?s) :(( Ao line rent for billing o er ?s) :(( Features T%e features of &ire,line include+ su*erior Buality oice$ a ailability of fa# ser ice$ no busy net&ork$ no oice disru*tion$ muc% c%ea*er local call as com*ared to mobile of duration of fi e minutes$ ?eliability) Starting a PTCL .ire,line Pay*%one To start &ire,line ser ice$ t%e o*erator %as to obtain *ay*%one license from PTA and sign Pay*%one Ser ice Agreement &it% PTCL) P%one n Aet 6Ae&7 P%one net is a ne& ser ice by PTCL &%ose *ur*ose is to *ro ide t%e a ailability of internet any time &it%out *re*aid card c%arge) Here customer need not to c%arge t%e *re*aid card like in Ofone$rat%er *%one number &ill be used as username and *ass&ord and it &ill be c%arged to t%e bill of *%one) PTCL conduct t%e market sur ey of internet cards for t%e launc%ing of *%one,net and for ?a&al*indi$ I &as gi en t%is task) Features P 0irect internet Access P Ao scratc% card needed P Balance ne er finis%es P Ao "#*iry or forced usage P 0onFt %a e to *ay u*,front P Flat rate of ?s) ()-(Dmin) 6conditions a**ly7 P Code barring to restrict internet access P A ailable on all landlines) Currently a ailable in ;arac%i$ La%ore$ Islamabad)

Corporate 0er6ices
PTCL is stri ing %ard to facilitate its alued cor*orate customers at eac% le el of ser ice) PTCL offers a %ost of unmatc%ed ser ices to suite t%e needs of t%e Cor*orate Customers) T%e list of Cor*orate Ser ices is gi en as under+ Toll Free,9(( It is a toll free ser ice starting &it% 9(() A ser ice for cor*orate clients for establis%ing domestic and international call centers) T%is ser ice is a ailable to cor*orate customers and call centers for t%eir customer<s con enience) T%e number of subscribers stood a**ro#)3(( at t%e end of financial year s%o&ing a significant

gro&t% in subscribers from t%e *ast year) Premium rate ser ice ,(1(( A ser ice for cor*orate customers t%ey ad ertise t%eir numbers for &%ic% a *remier call rate c%arged) Mainly used by clients conducting li e talk s%o&s and are gat%ering customers feedback) (1(( numbers are used t%roug%out t%e &orld to *ro ide information ia tele*%one at a *remium rate %ig%er t%an regular call c%arges) Fi e more o*erators signed agreements &it% PTCL in t%e year '((5,'((2 bringing t%e total to t%irteen) Oirtual Pri ate Aet&ork 6OPA7 A cor*orate ser ice for our cor*orate clients$ %a ing o*erations in different cities) OPA *ro ides a *ri ate tele*%one net&ork linking t%eir offices in different cities onto one net&ork &%ere cost of communication bet&een t%e different cities in significantly reduced just like PABV) OPA is an intelligent net&ork in ser ice &%ic% allo&s an organi!ation to *ri ate net&ork using its current PTCL lines &it%out reBuiring t%e installation of dedicated net&ork resources) Audio Conferences Ser ice Anot%er cor*orate ser ice &%ere our cor*orate clients can %a e a conference call amongst t%eir arious offices) T%ere are 1'( clients by t%e end of year '((4) >ni ersal Access Aumber 6>AA7 >AA ser ice is ideal for organi!ation engaged &it% marketing of *roducts or ser ices) It consists of 4 digits *roceeded by 5 digits code of ---$ common to all >AAs) It can be accessed from ot%er cities from dialing t%e area code first) T%ere %as been a steady increase in t%e >AA subscribers due to its better Buality of ser ice and *ositi e effects on t%e customers businesses$ as &ell as$ user con enience) For e#am*le+ (:-,:(,:('('( >AA is easier for customer to contact you by dialing a sim*le number) Its Buick and easy access to make Bueries and com*laints increases customer satisfaction) Customers are increasing a&are of t%e benefits of doing business by *%one because it is time sa ing and bot% con enient and cost sa ing) >ni ersal Internet Aumber 6>IA7 0ue to t%e boom in telecom sector ISPS continue to mus%room all around t%e country) >IA is a number starting &it% -5- used for accessing t%e Internet) T%e call dialed is c%arged as one local call irres*ecti e of its duration) Aumber s*ecifically allocated for ISP o*erators) -5- numbering sc%emes for internet ser ice *ro iders re*resent e#clusi e code assigned to eac% ISP) Functioning just like >AA,(9(( toll free ser ice$ >IA in ol es allocation of numbers to indi idual ISPs &%o are licensed by PTA) T%e ser ice$ function<s under single metering billing system) T%e benefit of t%e ser ice goes to t%e end users$ &%o %a**en to be any ISP customers) =nce subscribed$ t%e ser ice means timeless communication for your customers) =nce subscribed$ t%e ser ice means timeless communication for your customers$ allo&ing t%em to *ay for a single call irres*ecti e of its duration)

PTCL &road4and 90L!

T%e term UbroadbandU refers to a communications tec%niBue for transmitting multi*le simultaneous data c%annels) Broadband Internet ser ices 6s*ecifically cable modem and 0SL7 bring %ig%,s*eed Internet connecti ity to %omes and small businesses) Millions of *eo*le already subscribe to broadband Internet Telecommunication re olution is taking our &orld by sur*rises) .%ile it took global telecom de elo*ment o er-(( years to reac% -$((( Million customer marks for fi#ed line tele*%ony ser ice$ it took only about '( years to reac% t%e first billion mobile users) so fast t%at second billion signed u* in just a matter of t%ree years and t%e t%ird billion may take e en less time) T%is is t%e *ace and tem*o of gro&t% and telecom landsca*e c%ange) T%e ne& &a e of %ig% s*eed internet$ t%e broadband *enetration$ is likely to follo& similar trends in ne#t -(,years in t%e &orld) Ho&e er$ t%e broadband &%ic% &ill be a *o&erful tool for economic gro&t% &ill need muc% su**ort from t%e go ernment as *olicy maker &%o %as to set ision and resources for gro&t%) If$ &e %a e look at Mobile tele*%ony$ internet and broadband$ &e find t%at t%ese are becoming integral *art of todayFs life and es*ecially a life style for t%e young) S%ift to&ards Broadband+ T%e Ae#t Big T%ing T%e ne#t *%ase in digital re olution &%ic% %as already started %a**ening is t%e s&ift s%ift from lo&,s*eed internet to real %ig% s*eed broadband information and data net&orks t%at le erage strengt% from bot% fi#ed and &ireless trans*ort and access alternati e met%ods) Broadband internet connection %as become one of t%e most *rofound communication de elo*ments e er t%e demand for %ig%,s*eed internet connections is set to continue and future &ould see a big boom) T%ere are about ':( million fi#ed broadband users today and by '(-( credible forecast de*ict t%e number gro&t% to reac% to about -)' billion 0SL is a family of related tec%nologies t%at bring %ig%,s*eed net&ork access to %omes and small businesses o er ordinary tele*%one lines)

PTCL is no& t%e leader in consumer broadband in Pakistan$ leading t%e country into '-st century) T%ere are o*tions of 5 *lans to meet band&idt% needs) 0SL,':4;b*s Limited Access ?s) -$-11 D mont%$ '8B Oolume 0SL,:-';b*s Limited Access ?s) -$111 D mont%$ 28B Oolume 0SL,-Mb*s >nlimited ?s) 2$111 D mont%$ unlimited do&nload$ Free Modem

Other 0er6ices
@ Bill Payment Facilities PTCL is in t%e *rocess of offering con enient bill *ayment solutions to its customers) Ste*s taken in t%is direction so far include+ @ P%one Bill Cards) T%is con enient mode of bill *ayment &as launc%ed in Canuary '((2) It facilitates customers in making *ayment of t%eir *%one bills t%roug% t%ese cards from t%eir o&n tele*%ones) T%ese are a ailable in denominations of ?s)5(($ :(($3(($-((($ and '((() @ "lectronic Bill Payment Facility Agreements %a e been signed &it% Askari Commercial Bank and Muslim Commercial Bank for collection of bills t%roug% ATMs) 0iscussions for similar agreements &it% ot%er banks are under&ay) Infrastructure and o*erational base for ser ices like Free *%one$ Home Country 0irect 6HC07 and Tele oting %as been com*lete) @ PTCL,Pakistan Post office 6PP=7 Agreement for Bill Collection PTCL signed an agreement &it% PP= so t%at PTCL customers can *ay t%eir *%one bills at more t%an 5((( branc%es of PP=s and 8P=s t%roug%out t%e country) T%is facility is in ser ice no& and is *ro iding con enience to a large number of *eo*le) Tasks Assigned to me+ =n my first day of interns%i*$ first of all I ga e t%e joining to Mr) 0a&aar 8M Marketing) 8M Attac%ed me to Product manager Mr)>sman Ali ;%an) Mr) >sman ga e me to do some &ork on "#cel S%eet &%ic% &as entries of acti ation and deacti ation of 8reen Lifestyle Package) In t%e first &eek t%ey e#*lained me t%e &orking of marketing de*artment and ga e me information about different *ackages) In t%at first &eek$ I got an o**ortunity to conduct a market sur ey fro t%e u*coming ser ice) PTCL is going to launc% a ne& ser ice to its customers named asU P%one,netU for t%at ser ice t%ere is need to conduct all Pakistan sur ey about internet cards) For ?a&al*indi$ I &as gi en t%e task to conduct it) After collecting t%at data$ I com*iled t%at data and *re*ared a summary of data) 0uring t%e ne#t t&o &eeks of interns%i* %e %anded o er me to ad ertising agency UInterflo&U &%ic% &as res*onsible for rebranding of PTCL &%ere I got a &onderful e#*osure of ad ertising agency) For T&o &eeks I joined t%em regularly$ and fro ne#t t&o &eeks I used to go t%ere after noon after &orking in PTCL) After t%at in 2t% &eek$ t%ey assigned me a task to do t%e data entry of sales) Here I .as attac%ed &it% t%e Miss S%ama &%o is res*onsible of %andling sales of FT? region) In :t% &eek$ I &orked in ad ertising section for a &eek) Here I &as attac%ed &it% t%e Mr) Mus%taB Assistant 0e*uty Manager ad ertising) I %el*ed %im in com*iling t%e &ork orders for t%e ad ertising agencies) After t%at in 4t% &eek$ t%ey allo& me to &ork in business intelligence de*artment for t&o &eeks) Mr) ;as%if Jures%i and Mr) Hammad &ere t%ere to guide me) Here in t%at days Business intelligence de*artment &as %a ing t%e task to make a Udas%boardU) T%ey assigned t%is task to me) .%at is 0as%boardM 0as%board is basically for telling t%e trend in t%e business *osition of an organi!ation *roducts and ser ices) 0as%boards are used to communicate status and to dri e action) 0as%board is a &ay to ie& data from se eral different re*orts &it% one sim*le click a das%board is a user interface t%at$ some&%at resembling an automobileFs das%board$ organi!es and *resents information in a &ay t%at is easy to read) Ho&e er$ a com*uter das%board is more likely to be interacti e t%an an automobile das%board 6unless it is also com*uter,based7) To some e#tent$ most gra*%ical user interfaces 68>Is7 resemble a das%board Some *roducts t%at aim to integrate information from multi*le com*onents into a unified dis*lay refer to t%emsel es as das%boards) For e#am*le$ a *roduct mig%t obtain information from t%e local o*erating system in a com*uter$ from one or more a**lications t%at may be running$ and from one or more remote sites on t%e .eb and *resent it as t%oug% it all came from t%e same source) He&lett Packard de elo*ed t%e first suc% *roduct$ &%ic% began as a tool for customi!ing .indo&s deskto*s) Called 0as%board$ t%e HP *roduct &as subseBuently acBuired by Borland and t%en a com*any called Starfis%) MicrosoftFs 0igital 0as%board tool incor*orates .eb, based elements 6suc% as ne&s$ stock Buotes$ and so on7 and cor*orate elements 6suc% as e,mail$ a**lications$ and so on7 into =utlook) 0as%boards may be customi!ed in a multitude of &ays and named accordingly$ generally$ for e#am*le as a general cor*orate or enter*rise das%board$ or more s*ecifically$ as a CI= or C"= das%board) .it% t%e assistance of Mr) ;as%if and Mr) Hammad I de elo* sim*le das%board but t%ere &as still a corner of

im*ro ement in it$ as Mr) ;as%if &anted to %a e drilled do&n facility &%ic% I remain unable to de elo* t%at drill do&n facility) T%en I rejoined marketing section &it% Mr) >sman in 9t% &eek$ &%ere t%ey allo& me to &rite t%e creati e brief) I learned %o& &e can &rite a creati e brief of a *roduct or ser ice) In t%e last &eek$ I got my interns%i* certificate and do some routine tasks of office) In t%is &ay I did my interns%i* and learned %o& to de elo* different marketing strategies) T%is &ill %el* me a lot in my future as I am &illing to do job in t%e telecom sector) I learned t%e ste*s in ol ed in launc%ing of a ne& *roduct and %o& and &%y an organi!ation c%ange its logo) T%is &ill definitely %el* me in future)

&rand repositioning
An attem*t to c%ange consumer *erce*tions of a *articular brand) ?e*ositioning is t%e act of redefining t%e *lacement of a com*any andDor *roduct) Positioning in ol es+ Placement &it%in a market segment W In &%ic% segments does t%e *roductDser ice *layM Placement of t%e *roduct relati e to ot%er *roductsDser ices categories and a**lication W .%at are u*stream and do&nstream in t%e su**ly c%ain &it% res*ect to t%e *roductDser iceM Is t%e *roductDser ice %ig% alue or lo& alue &it% res*ect to ot%er *roductDser ices used by t%e customersM Placement ersus com*etitorsF *roductsDser ices W Ho& &ell does t%e *roductDser ice satisfy t%e customers< needs ersus t%e com*etitionM Placement of t%e *roductDser ices in terms of features and benefits , Is t%e *roductDser ice %ig% *erformance or basic in features and benefitsM .%at is t%e alue *ro*osition for t%e *roductDser ice ersus t%e com*etitorsM Placement in t%e sales c%annel W Ho& is t%e *roduct sold by &%om to &%omM Placement in t%e minds of decision makers and influencers W For t%ose &%o make t%e HbuyI decision$ is t%e *roductDser ice critical or a commodityM 0oes it re*resents a major determiner for success and t%erefore in ol ed in a major *art of t%eir daily acti ities for buyers and influencersM Some marketing folks may t%ink of UrebrandingU as t%e act of coming u* &it% ne& logos$ name$ tag lines$ colors$ *ackaging$ etc) =r it could mean to some *urc%asing a *roduct manufactured by someone else and *utting your o&n brand on it) And itFs al&ays *ossible t%at UrebrandingU could mean to someone t%e same t%ing as re*ositioning , taken ery loosely) ?e*ositioning of PTCL 0escri*tion of Ae& Logo+ It is based on our traditional national symbols) T%e Crescent symboli!es Pakistan$ t%e circular core re*laces t%e star$ and t%e multi*le crescents symboli!e t%e fact t%at t%ere is so muc% more to offer) T%e dot in t%e middle is a re*resentation of PTCLFs customers< oriented a**roac%) As a symbol t%e crescent reflects t%e *urity and integrity of our *roud nation) Cust like t%e crescentFs *romise of a full moon$ &e$ at PTCL$ bring to t%e customers t%e *romise of ne& and im*ro ed ser ices) T%e crescent also symboli!es PTCLFs *assion to s%ine brig%t and our Buest to kee* on rising) T%e color combination de*icts t%e *artners%i* &it% "tisalat &%ile t%e dot t%at symboli!es t%e Pakistani customer is t%e official Pakistan 8reen) To* ?easons to ?e*osition a Brand Brand re*ositioning is necessary &%en one or more of t%e follo&ing conditions e#ist+ Nour brand %as a bad$ confusing or none#istent image) T%e *rimary benefit your brand Ho&nsI %as e ol ed from a differentiating benefit to a cost,of,entry benefit) Nour organi!ation is significantly altering its strategic direction) Nour organi!ation is entering ne& businesses and t%e current *ositioning is no longer a**ro*riate) A ne& com*etitor &it% a su*erior alue *ro*osition enters your industry) Com*etition %as usur*ed your brandFs *osition or rendered it ineffectual) Nour organi!ation %as acBuired a ery *o&erful *ro*rietary ad antage t%at must be &orked into t%e brand *ositioning) Cor*orate culture rene&al dictates at least a re ision of t%e brand *ersonality ?easons of re*ositioning for PTCL T%is decision to c%ange t%e logo &as based on some key findings of t%e e#tensi e researc% conducted of t%e market) As a result certain issues came to lig%t) Firstly t%e image of PTCL needed to be re am*ed) A marked s%ift in t%e customer *aradigm &as also reBuired) T%e com*any needed to create a tailor,made communication focused on targeted segments to effecti ely communicate &it% t%e cor*orate sector) T%e immediate task at %and %as been to c%ange t%e logo and t%e t%eme line) T%is &ill be follo&ed by continuous launc% of inno ati e solutions to create *erce*tion of c%ange t%at s%ould trickle do&n to all sub brands) T%e tentati e launc% of Tri*le *lay &ill be t%e s*ring board to en%ancing image) At t%e same time internally &e &ill %a e to focus on im*ro ed customer ser ice and fault management) T%e Ae& Brand Identity demands ne& attitude to&ards business *ractices from all t%e em*loyees) T%is is t%e only &ay our

customer can Ffeel t%e differenceF) In t%e age of getting com*etition more tig%t$ PTCL &ants to refres% its image in terms of its ser ices) To gi e t%e more confidence o er t%e com*any and better image on customers< mind) PTCL is im*ro ing its ser ices and making t%e easy a ailability of ser ices like many online ser ices of PTCL) 2)1 >*coming Products/ Projects -) "?P+ "?P is a mo e to ne#t century )"?P to redefine PTCL business *rocesses) "?P is used for t%e *%rase "nter*rise ?esource Planning) "?P integrates all data and *rocesses of an organi!ation into a single unified system) A ty*ical "?P system &ill use multi*le com*onents of com*uter soft&are and %ard&are to ac%ie e integration) A key ingredient of most "?P systems is t%e use of a single$ unified database to store data for arious system modules) T%e introduction of an "?P system to information re*laces t&o or more inde*endent deli ered a**lications eliminates t%e need for e#ternal interfaces *re iously reBuired bet&een systems) "?P is useful from standardi!ation and lo&er maintenance to easier and greater re*orting ca*abilities$ ty*ically ke*t in one database T%e *roject %as been gi en t%e) "?P is useful name Project A,S>?"$ &%ere ARAgility$ SRSecurity$ >R>nityR?eliability$ "R"#cellenceG t%ese are t%e objecti es of t%is *roject) For com*any$ "?P means a system t%at &ill %old data across t%e &%ole enter*rise of PTCL D Paknet D >fone) All t%e information &ill be integrated$ making access to good Buality information easier) .%en t%e "?P system is installed$ greater agility in meeting t%e needs of customers$ su**liers and staff s%ould be *ossible) In PTCL$ Siemens is doing t%e installation &%ic% &ill use t%e SAP of 8ermany t%e leading su**lier of "?P soft&are) T%e team of PTCL and Siemens &orking closely and t%ese &ill be deli ered in mid '((9) HT%is *roject &ill c%ange t%e &ay PTCL does its daily o*erations) T%ings &ill run so muc% smoot%er after t%e "?P system is installed)I .alid Irs%aid President / C"= ') PTCL one Sto* S%o* =SS It<s a *roject &%ic% %as a**ro ed by t%e u**er management) In =SS all t%e ser ices of PTCL &ill be a ailable under one roof);iosaks &ill be a ailable at =SS)From getting ne& ser ice to *ayment of bill and all ot%er ser ices &ill be a ailable at one s%o*) T%is &ill be launc%ed in fe& large cities of Pakistan t%en it &ill be a ailable to ot%er cities of Pakistan) T%e *ur*ose of t%is *roject is t%e easy a ailability of ser ices and sa ing t%e ma#imum time of customers of PTCL)

Introduction to agency Functions of Marketing de*artment

Major clients Tasks assigned to me

I*TRO9<CTIO*
Interflo& Communications is t%e largest ad ertising agency in Pakistan establis%ed on Culy -$ -195 &it% a di erse *ortfolio of clients and an annual turno er of more t%an ?s)5 billion) Interflo& Communications %as offices in ;arac%i 6%ead office7$ La%ore and Islamabad) All t%ree =ffices are fully functional inde*endent offices$ taking care of t%eir res*ecti e *ortfolios inde*endently) Ho&e er$ &%ere er reBuired$ inter,office coordination and coo*eration is readily a ailable) Interflo& Communications is not only t%e largest$ but also t%e fastest gro&ing agency in Pakistan) T%is un*aralleled gro&t% and success is o&ed to our focus on becoming our clients< most alued *artner in creating *rofitable gro&t% by designing$ building$ le eraging$ *rotecting and managing t%eir entire communication efficiently and effec ti ely) Interflo& Communications 6P t)7 Limited is t%e accredited ad ertising agency and is t%e member of Pakistan Ad ertising Association 6PAA7 / All Pakistan Ae&s*a*ers Society 6APAS7)It is t%e most re*uted Creati e and Brand building agency) Some im*ortant features are+ X "stablis%ed in -195 X Affiliated &it% =gil y in -194 X 8re& to become t%e largest ad ertising agency &it%in : years and %a e maintained leaders%i* *osition since t%en X T%e most re*uted Creati e and Brand building agency X Full ser ice offices in ;arac%i$ La%ore and Islamabad &it% a staff of o er 5(( X Interflo& Communications 6P t7 Limited is t%e accredited ad ertising agency and is t%e member of Pakistan Ad ertising Association 6PAA7 / All Pakistan Ae&s*a*ers Society 6APAS7 X Interflo& Communications is not only t%e largest$ but also t%e fastest gro&ing agency in Pakistan) X T%is un*aralleled gro&t% and success is o&ed to our focus on becoming t%e clients< most alued *artner in creating *rofitable gro&t% by designing$ building$ le eraging$ *rotecting and managing t%eir entire communication efficiently and effecti ely X Interflo& Communications is t%e only agency to %a e a se*arate Public Ser ice 0i ision) In recognition of our di ision<s commitment to social &ork Ci il Hos*ital ;arac%i named its emergency &ard after Interflo&) X T%e first e er marketing of a condom 6Saat%i7 in Pakistan$ including *ackaging design$ tele ision cam*aign$ *rint and *oint,of,*urc%ase material X .e are t%e first agency to o&n a tele ision c%annel 6TO one7 / ?adio FM C%annel X .e are t%e first and only agency to o*en an international satellite c%annel in London called TO Asia) X Pyramid Production %ouse in La%ore also belonged to Interflo&) Mission X Interflo& 8rou*<s mission is to be its clients< most alued *artner in creating *rofitable gro&t% by building$ le eraging$ *rotecting and managing t%eir brand assets , for bot% s%ort,term results and long,term success) X To t%at end$ Interflo& 8rou* is committed to bringing toget%er t%e most *o&erful combination of marketing and communications disci*lines a ailable to meet t%e s*ecific needs of indi idual clients and t%eir brands) A True Brand Partner+ Pe*si '( years >nile er -1 years Aestle '( years BAT (1 years >fone (4 years Indus Motors (9 years Brands WInterflo& %as built+ Mountain de&$ PTCL$ .ills$ >BL$ Pe*si$ >fone$ Ca*stan $ =ral,B$ Teem $IBM$ AI0=$ Ponds$ ?io$ 0uracell$ Butter *uff$ 8old Flake$ "mbassy$ 8illette$ 8la#ose,0$ A-,;arack and many more) Hierarc%y of Interflo& Islamabad

Mr) Mo%ammad Camal ?egional 0irector

C%ief Accountant Media Manager Art 0irector Creati e Head Administration Manager 0irector Clients Ser icing 8rou* Account Manager Sr) Client Ser ice "#ecuti e Client "#ecuti e Account Manager Strategy Planner Co*y &riters Proof readers Assistant Media Manager =ffice boy Peon 0ri er Front 0esk officer Accounts officer ?eco ery officer Asst) Art 0irector 0esigners Oisualiser 0? Security guard

Ho= an ad6ertising agency =orks8

Client ser ice de*artment is t%e front end of an ad ertising agency )Client Ser ice gets t%e client and takes t%eir reBuirements to form t%e ad) T%en t%at reBuirements and s*ecifications are e#*lained to t%e creati e de*artment) Creati e de*artment make t%e conce*t of ad) T%en a roug% sketc%ing of ad is de elo*ed )Client ser ice de*artment continuously remain in touc% &it% t%e client and *resent t%e conce*t to t%e client) Creati e de*artment %anded o er conce*ts to t%e art de*artment &%ere coloring$ design of *roduct and about ad is decided) From art to ne#t is t%e design de*artment &%ic% de elo*s t%e designing of ad using t%e tec%nical tools) T%en after building t%e ad client ser ice *resent to t%e client if t%ere is any c%ange t%en t%at c%ange is im*lemented) After t%e a**ro al of client$ ad is sent to Media de*artment and media de*artment *laced t%at ad according to t%e client reBuirement about media on rig%t time rig%t s*ace and in rig%t s%a*e) For t%e e#ecution of t%is *%ase media de*artment *lays ery im*ortant role) After t%at$ t%en bill is sent to client and bill is recei ed by t%e account de*artment of t%e agency in &%ic% -:E is for agency) Functions of Marketing 0e*artment

> /arketing 0trategy

-) Client Ser icing Client ser icing mean *ro iding t%e ad ertising ser ices to t%e different clients of t%e agency) Client ser ing *lays a major role in t%e marketing of an agency) .e can say t%at client ser icing de*artments are t%e back bone of t%e ad ertising agencies) ') Business 0e elo*ment Business de elo*ment means to get t%e ne& clients from an o*en com*etition) Here it is too im*ortant to e#*lain t%at %o& t%e agency can get t%e clients from an o*en market) T%e com*any &%o is reBuired to %ire an agency calls t%e *ro*osals from different ad ertising agencies by ad ertising its terms and conditionsDreBuirements in t%e ne&s *a*ers or t%roug% Press Information 0e*artment 6PI0 a regulatory aut%ority of Press ad ertisements7) In res*onse t%e agencies submit t%eir *ro*osals along &it% all su**orting documentsG t%e agency &%o meets t%e client<s reBuirements gets t%e clients) In Interflo& eac% of t%e marketing members can do t%e business de elo*ment by utili!ing its e#*erience) 5) BTL 6Belo& t%e line7 acti ities BTL is an ad ertising term$ its mean all t%ose acti ities &%ic% &ould took *lace on ground to *romote or to market a *roduct$ brand or ser ices) For e#am*le Street t%eater$ float acti ities$ *u**et s%o&s and arrangements of concerts) Interflo& communications is one of t%e biggest grou*s of ad ertising and e ent management in PakistanG it %as all t%e resources to manage all t%e abo e mentioned acti ities) 2) ATL 6Abo e t%e line7 acti ities ATL acti ities include t%e ad ertising on electronic and *ress media) Interflo& communications %as ery strong relations%i* &it% all t%e media c%annels and &it% *ress media as &ell) It is basic marketing strategy for t%e entire ad ertising agency) T%e client can also directly a**roac% to t%ese media but if t%ey go t%roug% t%e agency it is ery beneficial for t%e agency) T%e agency gets t%e negotiable rates from t%ere o&n from t%e c%annels)

> Product planning? de6elopment and management

Interflo& is a ser ice *ro ider com*any) .e can say t%at Interflo& Communications basically selling its ser ices as a *roduct) Interflo& %as ery com*etent em*loyees *rofile and Management team &%ic% make t%e *olicies and take actions for its ser ices)

> (d6ertising
Interflo& communication is t%e ser ice *roduct com*any so being an agency Its *roduct is t%e ad ertising Ad ertising on "lectronic media Ad ertising on Press media =ut door ad ertising .orks%o*s 0ocumentary Production Concerts Seminars S*ecial *rograms for t%e clients 6S*onsored dramas$ Talk S%o&s$ Music S%o&s on TO etc7 P 0e elo*ment of t%e *roduct -) Ideas T%ere is al&ays an idea be%ind a successful *roject or cam*aign) Interflo& communication t%roug% t%eir creati e *eo*le creates ideas for its clients kee*ing in ie& t%eir goals and objecti es) ') "#ecution If t%e res*ecti e client likes t%at idea or conce*t of t%e agency t%en second ste* is t%e e#ecution of t%at idea) In t%e e#ecution of t%at conce*t D idea agency *lays a ery ital role) 5) A&areness D Launc% t%roug% media 6ATL DBTL7 After t%e com*letion of t%e e#ecution *%ase t%e ne#t and t%e most im*ortant *%ase is t%e launc% of t%at ideaD conce*tD cam*aign t%roug% ATL of BTL acti ities 6mentioned abo e7) T%roug% t%e launc% and media t%e clients get t%e end result t%at<s &%y it is t%e most im*ortant *%ase) P Management of t%e *roduct -) ?ole of Creati e de*artment Creati e de*artment *lays ery im*ortant role in management of ad ertising conce*ts) Interflo& %as a ery com*etent creati e de*artment &%o is res*onsible to manage t%e *roduct as *er t%e satisfaction of t%e clients) ') ?ole of Art de*artment

Art de*artment is also t%e key of success of an ad ertising agency) In interflo& communication also *lay a ery ital role in t%e success of t%e client ad ertising) 5) ?ole of Client ser icing D Production de*artment Client ser icing *ersons are t%e jack of all trades and t%ey are res*onsible for t%e successful e#ecution of t%e idea D creati e conce*ts) 2) ?ole of Media de*artment T%e last ste* in t%e management of ad ertising is t%e *lacement of ad ertisement in t%e media de*artment on rig%t time rig%t s*ace and in rig%t s%a*e) For t%e e#ecution of t%is *%ase media de*artment *lays ery im*ortant role)

> Pricing strategy

-) -: E Agency Commission Ad ertising agencies are t%e ser ice *ro ider com*anies$ t%ey sell t%eir ser ices to t%e clients) As t%e re&ard t%ey c%arge agency commission of -:E of t%e business cost) In Pakistan eac% and e ery ad ertising agency c%arge -:E agency commission no agency takes t%e %ig%er or lo&er commission from t%e client) ') PAA tariff PAA means Pakistan Ad ertising Association$ t%is association consists of t%e senior members of ad ertising agencies of Pakistan) An a**ro ed tariff from all t%e aut%orities of t%is association %as been made for *roduction jobs) Production jobs means *roduction of tele ision commercial$ radio commercials$ *roduction of *osters$ banners$ streamers$ etc) As *er t%e clients reBuirement agency &ould *roduce t%at s*ecific job and &ould take its c%argers according to t%e tariff) 5) Cost of Printed items In fact *rinting is not t%e job of an ad ertising agency but if it is t%e reBuirement of t%e client t%en t%e agency can do t%is job as &ell$ &%ic% most t%e agencies do for t%e client because t%ey get t%e *rofit margin from t%e *rinting as &ell) Com*anies take -:E commission minimum from t%e job of *rinting) P 0istribution Strategy Allocation of t%e clients to eac% client ser icing *erson As far as t%e distribution strategy is concerned agency distributes t%e ad ertising &ork of its clients to eac% client ser icing *erson kee*ing in ie& t%eir &orking e#*erience) T%e follo&ing are t%e main distribution c%annels of Interflo& Communications) P 0istribution c%annels a7 TO T%e main and one of t%e *o*ular distribution c%annels is t%e tele ision) Almost at e ery class of *eo*le &atc% t%e tele ision) So &it% t%e %el* of tele ision commercials on tele ision is ery successful and ery %el* full for t%e *romotion of a *roduct or ser ices) b7 ?adio So as radio is one of t%e main distribution c%annels of Interflo& communication) Interflo& makes t%e radio commercials for t%eir clients and also offers different *rograms on radio c%annels) c7 Press Anot%er main distribution c%annel is t%e *ress ad ertisement) Interflo& communication %as ery strong relation &it% t%e *ress media *eo*le so t%ey offer different sort of ser ices for its client for t%e ad ertising on *ress media) d7 =utdoor =ut door ad ertising includes %oarding$ bill boards$ banners$ streamers$ *osters etc) Interflo& can manage all t%is ty*es of ad ertising distribution c%annels &it% t%e %el* of t%eir grou* com*anies ery smoot%ly) e7 Maga!ine Anot%er ery im*ortant and ery &ell kno&n ad ertising distribution c%annel is t%e maga!ine ad ertising) f7 Concerts D talk s%o&s$ 0ocumentary$ Cor*orate branding T%ere are some ot%er miscellaneous distribution c%annels like concerts for t%e client talk s%o&s$ documentary *roduction &%ic% are ery *o*ular distribution c%annels of Interflo&) P Sales force a) Client ser icing) T%e main sales force is t%e client ser ices de*artment) As t%ey are dealing &it% t%e client directly on be%alf of Interflo&) If t%e dealing of client ser ices *erson are good it &ould really %el* of built t%e good relation s%i* and business as &ell) b) Media resources Media *lays also ery im*ortant role as t%e sales force) Media de*artment is t%at de*artment t%roug% t%at t%e client gets its results) Media de*artment is res*onsible for t%e media release in rig%t time on rig%t media)

c) Public relations) Public relation is anot%er key sales force of interflo& communication) Public relation is really im*ortant because some time agency is reBuired some out of t%e bo# fa ors &%ic% t%ey can only ac%ie e from t%eir clients &it% t%e %el* of better *ublic relations) P Promotional Strategy -) S*ecial discount from media 6"lectronic and Press Media7 =n t%e basis of better relations%i* &it% t%e media market$ agency gets t%e better negotiated rates from different *ress and electronic media c%annels) "ac% and e ery media c%annel or ne&s *a*er %a e t%eir o&n different rates 6Tariff ?ates7$ but &it% better understanding &it% t%e *eo*le of Media c%annels agency gets t%e s*ecial discounts for t%eir clients) ') Free of cost acti ities Some time agencies as a s*ecial fa or for t%e clients do some free of cost jobs like some designing jobs$ some *roduction &ork etc) it is a *romotional toll of t%e agency &%ic% is ery muc% effecti e) 5) S*ecial teams for some s*ecific clients It is a ery useful tool of an agency to allocate some s*ecial team for clients) It s%o&s t%e im*ression to t%e client t%at agency is take some e#tra interest for t%e &ork of t%e client) Major Clients of Islamabad office Pri ate Clients Client Aame X >nited Bank Ltd 6>BL7 X Askari Leasing X Pakistan State =il 6PS=7 X Pak Telecom Mobile Ltd 6>fone7 X 0OC=M X "BM X FFC X Beacon House Informatics X Britis% Petroleum X Pak 8ulf X PTCL 6 Cor*orate7 X Sa e T%e C%ildren X Pakistan Initiati e for Mot%ers and Ae&borns 6PAIMAA7 Multinational Clients Client Aame X Pe*si X ;ey Social Marketing 6;SM7 X Pakistan Tobacco Com*any X Indus Motors X ?e lon X 0u*ont X IBM X Plan International 8o ernment Clients Client Aame X Ministry of Tourism X Central 0irectorate of Aational Sa ings 6C0AS7 X Ministry of Healt% X Ministry of Information X Ministry of .omen 0e elo*ment X Ministry of Science / Tec%nology X S*ecial "ducation Center X AAB X CB? X Pakistan Army X Pakistan ?ail&ay X Board of In estment

/a5or competitors
In Islamabad t%ere are almost '3 agencies are running t%eir offices out some of t%e main names are as follo&s)

=rient Mac%ain Islamabad) Man%attan Pakistan 6P t7 Ltd) Add 8rou* 6P t7 Ltd) Islamabad) " erne& Conce*ts 6P t7 Ltd) Midas 6P t7 Ltd) S*ectrum 6P t7 Ltd) Tasks Assigned to me First of all I joined t%e Client ser icing de*artment for a &eek) I &as attac%ed &it% Mr) Atif Saeed 8rou* account manager) I *re*ared t%e *resentations fro clients$ attend meeting &it% clients &it% Mr) Asim ?a!a assistant account manager) =ne of t%e *resentation and meeting &as &it% Mr) Safdar Communication %ead of Plan Pakistan) Second &eek$ I joined t%e creati e de*artment) I &as attac%ed &it% Miss Fatima creati e 8rou* Head) T%is &as a &onderful e#*erience as I did t%e co*y&riting fro t%e ads of Aational "ducation Foundation and Ministry of .omen 0e elo*ment) 6See Anne#ure7 My co*y&riting &as a**reciated by Miss Fatima and Mr);%urram 6Art 8rou* Head7) =n 5rd &eek$ I joined t%e Art de*artment) Here I &as attac%ed &it% Mr) Jaiser 8ra*%ic 0esigner) Here I learned some e#*ertise on P%otos%o* and t%en I de elo*ed t%e fe& designing fro t%e PTCL rebranding 6see anne#ure7) =n 2t% &eek$ I did t%e usual routine &ork of office &%ic% &as also done by me during abo e t%ree &eeks ot%er t%an im*ortant tasks &%ic% I mentioned abo e)

Re4randing of PTCL
As I discussed before about t%e rebranding of PTCL)Interflo& &as res*onsible to com*lete t%is task) T%e tasks &%ic% &ere assigned to me during t%e rebranding *rocess$ &ere t%e designing of PTCL 8i ea&ays and fe& e%icles &%ic% &ere designed by me on P%otos%o* under t%e guidance of Mr)Jaiser 6gra*%ic designer7 6see Anne#ure)7)

S.=T analysis of PTCL Conclusion ?ecommendations

0:OT (nalysis
0trengths
Strong net&orking of PTCL is its major strengt% t%at is of com*etiti e ad antage) Hig% Profit margin of t%e com*any$ in '((5 it &as 52)2E and in '((2 it is 51)2E) T%e '((: o*erating *rofits are 54$545 millions) =*erating re enue3:$ 13' millions) @ T%e PTCL$ Pakistan<s second,largest listed firm$ it earned net *rofit of ?s9)53 billion in t%e si# mont%s to 0ecember 5-$ '((4$ '')3- *er cent lo&er t%an ?s-()95 billion in t%e year,ago *eriod)

6source+%tt*+DD*akng)&ord*ress)comD'((3D(2D-(D*tcl,asks,*ta,&%oD7 Strong ?esearc% / 0e elo*ment 0e*artment) "fficient c%ain of command) T%ere is clarity of H&%o ans&er to &%omI) 8ood liBuidity ratio) Strengt% of PTCL is to offer a round t%e clock ser ice to its customers to ensure t%eir satisfaction) PTCL %uman resource$ infrastructure and nation,&ide reac% %a e been our strengt%s t%roug%out and &ill remain to be) .e are already t%ere &%ere no one %as gone before) PTCL is *ractically e ery&%ere in Pakistan e en &%ere t%ere no electricity and ot%er communication facilities a ailable) 6By S"OP =*erations and Cor*orate Maskoor Hussain7

:eaknesses
Source+ %tt*+DD&&&)jbic)go)j*Denglis%DoecD*ostD'((4D*dfD*roject5(Tfull)*df Table s%o&s t%e ?=A increases u* to '((2 but in '((:D(4 it deceases little bit) T%e liBuidity ratio also falls in (:,(4) Ca*ital AdeBuacy ratio also falls in (:,(4) 0eregulation of t%e telecommunication sector is likely to lead to a fall in t%e re enues of PTCL in t%e s%ort term) Ho&e er$ t%e *olicy makers belie e t%at PTCL &ould stage a comeback by '((3 in all areas) PTCL may e#*erience some loss of market s%are to com*etitors$ customers< dissatisfaction$ *oor customer ser ices by PTCL$ erosion of re enues and t%en *rofits in t%e s%ort to medium term) Oarious analytical simulations models run by PTCL and t%e consultants s%o& t%at t%e im*act can range from marginal to substantial) T%e go ernment being an 99 *ercent s%are%older of t%e PTCL may be similarly affected) T%ere is already uncertainty about t%e international re enues of PTCL due to continued declining trend of t%e international HTotal Accounting ?atesI 6TA?7 6PTCL<s s%are of TA? W t%e settlement rate declined from about 4( *ercent to '( *ercent *er minute in t%e *eriod from -113 to '(('7 resulting in net annual PTCL *roceeds declining from about Y53( million to Y'4( million des*ite substantial increase in international incoming traffic) Currently$ PTCL is under *ressure from its bilateral international carrier *artners for reduction in settlement rates) As suc%$ PTCL is already facing t%e *ros*ects of reduction in its *rofitability e en if deregulation does not take *lace) It is feared t%at t%e natural decline in PTCL<s re enue and *rofitability may not be &ell understood and t%e entire im*act may be attributed to deregulation) T%e no) of em*loyees &orking in different branc%es is more t%an reBuired) .e can say t%at t%ere is o er em*loyment in PTCL) Human ?esource 0e*artment of PTCL is &eak) Lack of co,ordination) 8ro&t% in fi#ed line sector is slo& as com*are to mobile sector) Political Influence) Misuse of office fi#ture) Absence of tec%nical staff es*ecially broadband 0SL) T%e im*lementation of rules and *olices are not assure and t%ere is lack of audit control) =**ortunities Satellite communication) "tisalat '4E stake in PTCL could lead to fres% in estment boost and *ossible e#*ansion of PTCL net&ork) Making in estment decisions) "m*loyees training *rograms) Hiring of Bualified H? Staff) "#*loration of small cities) Tec%nological ad ancement) = erall com*uteri!ed system) T%e re enue can be furt%er generated t%roug% better marketing strategy) T%reats Com*etitors) "conomic conditions) In strong economic conditions t%e gro&t% of business is ery freBuent) T%e *oor economic conditions increase t%e inflation rate$ &%ic% is a t%reatening factor) Political climate in Pakistan in uneasy because of regional tensions$ &%ic% may %a e a detrimental effect on *otential in estment from o erseas and conseBuently net&ork e#*ansion)

Conclusion
PTCL accountings and financial system for *lanning and controlling t%e acti ities are satisfactory) But it needs t%e strict im*lementation of its *olicies) Pri ati!ation of com*any &ould im*ro e t%e &orking of organi!ation and its o erall efficiency) Ae& *artners%i* "itisalat is trying to en%ance PTCL status in t%e Telecom sector and furt%er strengt%ened t%e e#isting strong

bands of friends%i* bet&een Pakistan and >A") To kee* t%e leaders%i* *osition in t%e telecom sector$ it is im*ortant t%at PTCL continue to set %ig% standards for t%e ot%ers to emulate) PTCL %a e come a long &ay and %a e a long &ay yet to go but it is committed toI making it *ossibleI$ and no& trying to gi e t%e feelings of Hfeel t%e difference For PTCL$ re,branding initiati e can only %a e any sort of meaning if it is aligned &it% *ro*er rationales and concrete c%ange) An image cannot be *urc%ased$ it must be built) .it%out a constructi e attitude$ c%ange$ PTCL goals &ill become meaningless) It is not about making su*erficial c%anges$ but t%e need of today is for substantial reform) T%is c%ange must be follo&ed by su*erlati e ser ices$ good customer ser ice$ and dedicated *eo*le) =t%er&ise t%e re, branding initiati e &ill be reduced to meaningless slogans$ images and sound bytes) So for aut%enticity to be dee*er t%an *romotional claim$ brands cannot solely be t%e *reser e of t%e marketing de*artment) PTCL must %a e to introduce automation in its *rocesses and im*ro e MIS system) In &ake of c%ange of cor*orate orientation from engineering to commercial eac% em*loyee &ill %a e to c%ange %is attitude t%e &ay %e &orks accordingly) PTCL &ill %a e to o*en u* to reality and t%e c%anged &orld outside to grab business s%are) Ae& c%allenges reBuire ne& a**roac% from PTCL) " eryone &ill %a e to gear u* to ac%ie e better customer satisfaction) So PTCL %as to do is to bring about a *ositi e c%ange in attitude and mindsets of eac% and e ery em*loyee) Im*ro ed customer ser ices and launc% of ne& *roducts is t%e only &ay to sur i al for PTCL) " ery em*loyee of PTCL is its Marketing *erson and ambassador of t%e Com*any) By c%anging in attitude it can contribute to com*any in *articular and to t%e society in general)

Recommendations
"# T%ere s%ould be screening of em*loyees because t%e no) of em*loyees &orking is more t%an reBuired) '# Com*any s%ould em*%asi!e on after sales ser ices since it is necessary to com*ete its com*etitors and to retain its leaders%i* in telecom sector) )# T%e H? de*artment of t%e com*any is not *laying an effecti e role) Pro*er arrangement s%ould be made for *rofessionals by issuing detailed job descri*tion and job s*ecification to get ma#imum *rofit from t%em) $) Com*any s%ould decrease its line rent because in *resent com*etiti e en ironment com*any can retain its customers t%roug% t%is strategy) ,# = erall system s%ould be com*uteri!ed to sa e time$ money and resources of com*any) PTCL must %a e to introduce automation in its *rocesses and im*ro e MIS system -# T%e customer ser ices s%ould be im*ro ed and must be *ro ided to customer in time) Its take long time to %a e t%e PSTA *%one) T%e salaries of line man s%ould be reasonable so t%at customers can get t%e *%one &it%out any trouble) .# T%e tec%nical and installation team for broadband is insufficientG t%e need is to %a e more e#*erts to satisfy t%e customers< reBuirements of broadband) @# T%ere are lots of com*laints of Lifestyle *ackage and to %andle t%ese com*laints no *ro*er *erson is t%ere$ t%e *roduct manager deals &it% t%ese com*laints) T%ere is ery muc% need to remo e t%e *roblems faced by t%ese life style *ackages) 2# Strong em*%asis on marketing to com*ete &it% com*etitors) Marketing of cellular com*anies is muc% stronger t%an PTCL) Features *ro ided by t%e com*any to its customers s%ould be recogni!ed &%ic% is *ossible only t%roug% strong marketing efforts) "3# "#*loration of ne& areas$ not %a ing connections$ is reBuired) Most of t%e cellular com*anies are trying t%ere best to occu*y t%ose regions &%ere landline connections are not a ailable) So to increase t%e number of customers and to a oid t%e decreasing *rofitability$ to increase t%e "PS and regain t%e image in t%e mind of Consumers Com*any s%ould em*%asis on t%e e#*loration of ne& areas)

References
-) &&&)*tcl)com)*k ') %tt*+DD&&&)jbic)go)j*Denglis%DoecD*ostD'((4D*dfD*roject5(Tfull)*df) 5) %tt*+DD*akng)&ord*ress)comD'((3D(2D-(D*tcl,asks,*ta,&%oD 2) TeleAe&s in,%ouse ne&sletter of PTCL :) Juality .ays in,%ouse ne&sletter of PTCL Meetings Mr)>sman Product Manager PTCL Mr)Haider Manager Marketing ?esearc% PTCL

Mr)Farman Finance =fficer PTCL Mr)Asim Account Manager Interflo