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Historical Background
Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc.,[citation needed] later it was sold to Orascom, an Egyptbased multi-national company. Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the name of "Jazz". In addition to cellular service, the Orascomm group is diversifying its service portfolio by setting up new businesses and also expanding through acquisitions. With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet service provider in Pakistan. Currently providing services only in Karachi. WiMax services will be sold under the brand name "Mobilink Infinity". Technology is backed by Alcatel, and company is using a ZYXEL Customer Premises equipment. In addition to Mobilink, the Orascom group also owns TWA (Trans World Associates) which operates an undersea fiber optic cable from Karachi to Fujairah, UAE
Historical Background
. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers. Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 10,000+ cities and towns nationwide as well as over 130 countries on international roaming service. In other words, we speak your language, everywhere.
. MISSION STATEMENT
To be the unmatchable mobile system of communications in Pakistan this provides the best value to its customers, employees, business partners and shareholders
Mobilinks Vision
To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions of our customers while exceeding shareholder value and employee expectations
Ownership Structure:
President and CEO Rashid Khan Chief Information Officer Tariq Rashid Vice President Human Resources, Administration & Security Ali Raza Mehdi Vice President Sales Irfan Akram Vice President Marketing Bilal Munir Sheikh
Ownership Structure:
Vice President Customer Services Mustafa Peracha Vice President & Head of Broadband Business Division. Naeem Zamindar Vice President Corporate Affairs Agha Qasim Chief Technical Officer Ramy Reyad Kamel Vice President/ Chief Strategy Officer Mr. Aamir Ibrahim
To increase and stabilize market share To have the largest subscriber base in Pakistan Employee development
Centralization or Decentralization
The authority in Moblink is overall centralized but the middle and lower level manager are allowed to make important decisions and the employees are provided with broad framework within which they are free to make their own decision and take risks as long as they are consistent with the company S mission and goals. the regional managers are free to make decision but the final authority to approved those decision or suggestions rests with the top management.
Mobilink Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns, and villages across Pakistan. It connects over 24 million family members every second of the day with exceptional voice quality due to its broad coverage. The coverage is expanding day by day, and it is claimed by the management that soon the only other thing covering Pakistan more than Mobilink would be the clear blue sky. The type of coverage service Mobilink provides is divided into three main categories: PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In nationwide Mobilink provide services in following areas. Punjab Sindh Balochistan NWFP Capital AJK FATA
International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming in over 100 countries with more than 300 partner operators worldwide. The regions where Mobilink provide International Roaming are as follows. Mobilinks roaming partnership with Thuraya has further enhanced international roaming coverage. Through satellite communication the Mobilink connection can be used in areas where there is no GSM coverage. United States Canada Caribbean Europe Middle East Africa Asia Australia
Sales
Employs direct and indirect channels to augment sales. They are also responsible for extending post sales support to ensure customer convenience. The major functions within the sales division include: Indirect Sales Direct Sales Enterprise Solutions Corporate Sales Distribution
Franchise
Retail Manager
Franchisee Requirements.
To get the franchise franchisee has to full fill following requirements. 1.Security fees Rs.250000 2.Construct franchise at own Land. 3.Educated and well aware of communication business. 4.Pay salary to franchise staff andy sales team. 5.Pay franchises utility bills Anderson otherwise franchise expenses.
Sales Team
In each franchise, there is a sales team consisting of 5 to 8 team member and this team is supervised by team superior. The members of teams are selected by franchisee and company distribution officers. Minimum requirement to be a part of sales team of Mobilink is intermediate. Sales team supervisor train the member of the sales team
Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They havent set the price exactly on Re.1 but have used psychological pricing to attract customers. Mobilink is the only telecommunication network in Pakistan, which has reached maturity and is the market leader. This is why, there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless (at introduction), Warid (at growth) and Paktel (at decline). They made use of psychological pricing also by offering free roaming facility during Hajj. Mobilink is not using competitive pricing strategy because they are enjoying the market leadership in Pakistan. At maturity, as different market segments are targeted the prices must be offered in such a way that suits the targeted segments. Mobilink is doing exactly the same. They have offered prepaid connections like Jazz Octane, Jazz Budget and Jazz Ladies First, which can be afforded by the people not having very high incomes. Though, the prices of these packages are relatively higher than the prepaid packages of other telecommunication networks but still attractive. Jazz Ladies First is a package designed specially for ladies through which they can shop, listen to beauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as low as 25 paisas/msg and late night option rates at Rs 1.50/min and many other facilities at attractive rates. Jazz
Budget Package is an economical way to talk to any Mobilink number in Pakistan. It has announced another ground breaking first of its kind offer with the re-launch of Jazz Budget. The package has been launched with a fresh look and tariffs tailored specifically for the masses. One of the key highlights of this package is the Happy Hour, which is bound to hit a chord with the nation, and has been developed keeping the communication needs of the Pakistani people in mind. Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to a Mobilink number, the new package is specifically customized to offer customers the lowest rates to call the largest mobile network in Pakistan. Mobilink is also offering postpaid connections with the name of Mobilink Indigo, popular within the business class. In this way, Mobilink is earning maximum profits by enabling people from different target segments to become a part of the largest cellular network in Pakistan. Jazz customers can now call US and a number of other Zone 1 destinations on Jazz local outgoing rate!Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use GPRS just for RS.100/year.
Sales Budget
Since the competition is intense in the telecommunication market, Mobilink has a significant Sales budget. It is advertising heavily to be heard and to constantly remind its target market to go for Mobilink. However, Mobilinks actual Sales budget was not disclosed by the management.
Upper Management (Managerial) 1. Basic Pay 2. Annual Increment 3. Annual Bonus 4. Medical allowance 5.Car (limited Fuel & Maintenance) 6.Utilities (foods, Cell phone connection and monthly allowance) 7.Cell Phone (Black berry) 8. Laptop 9.Learning and growth opportunities 10. Training & Development 11. Life insurance 12. Promotions 13. Subsidized rate (discount at company products)