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1. BACKGROUND OF TELECOMMUNICATION
World has become a global village and this is due to prompt, easy and
accessible communication. Telecom segment has changed the shape of
communication everywhere and this is a hot issue in Pakistan now a days.
Telecom sector has emerged, as a fast growing industry during past few years
and now Pakistan is promising as one of the most progressive country where
the number of mobile phone subscribers has reached more than 94.3 million
with more than 90 percent of the country having access to mobile services for
this reason different companies are being attracted to invest heavily in this
division.
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Hamdard Institute Of Management Sciences
BUSINEES RESEARCH BBA –VII
EX Minister for information technology, Owais Ahmed Khan Leghari said the
number of mobile phone users in the country runs in millions, which indicates
improved living standard of the people. He pointed out that telecom sector was
in the midst of a revolution with the overall mobile phone subscriber base
already hitting 20 million mark and registering a tenfold increase in the
customer base which only a couple of years ago stood at 2.8 million.
Every one from top business executives to daily wagers looks busy on mobile
phones in offices, on roads and in market places in the Pakistan.
India might be world’s fastest growing telecom market but the growth is deeper
in Pakistan where a larger percentage of population has a mobile connection. In
contrast of a lower per head income and almost equal prices of handsets as well
as call tariffs as in India, Pakistan has much higher mobile penetration of about
30 per cent. This is more than double of 14.3 per cent in India. (India times
2007)
PROBLEM STATEMENT
So, it has affected the ways of living of people i-e this telecom has done a great
deal with traditional cultures and social interactions of people. These all things
affect the marketing strategies of companies as consumer behavior’s
knowledge is one the most important factors for successful strategy formation.
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Hamdard Institute Of Management Sciences
BUSINEES RESEARCH BBA –VII
There has not been too much research on this issue, which is a very important
one.
So, for these issues we have chosen our research study in the area that how this
rapid invasion of telecom, specially cellular services have their impacts on
social setups and in order to do this we must have a knowledge of background,
past and future of this sector in Pakistan.
Literature Review
We tried our level best to find any previous studies regarding our proposal so
that we could take help from that and also find the deficiencies in that which
must be overcome in our proposal and also further in our research. We have
found some research work done on the topics that;
But these researches were not exactly matching our topic and research
questions.
Research Objectives:
How it provides the prime services that an economy needs for rapid
growth, development and modernization?
What are the factors responsible in increasing the mobile users so rapidly
in Pakistan? And what impact it had on the life of common person in
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Hamdard Institute Of Management Sciences
BUSINEES RESEARCH BBA –VII
Pakistan ?
What are the different strategies the cellular companies use to compete
with their rivals to capture the bigger market share? And to what extent
these practices are practices ethical?
Will this sector continue to bring the degree of FDI in Pakistan as in the
previous years and continue to earn previous high revenues as compare
to other sectors in Pakistan?
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Hamdard Institute Of Management Sciences