1.

Introduction of Telenor

Telenor is the largest telecommunication company in Norway. During the late

90’s it has been deregulated and changed from fully government owned into
a public limited company. However the government retained substantial stake
in terms of shares. Since deregulation began in EU, the telecommunication
industry is facing tough competition from new entrants and this is the case for
Telenor as well. The company is split into four groups: Mobile operation,
Telenor fixed, Telenor broadcast, and others activities.

Telenor Group

Telenor Mobile Telenor Telenor Broadband Telenor Telenor Media

Communication Telecom Service Internet Bravida EDB

2. History of Telenor

For over 150 years, telecommunications has played a vital part in the
development of modern Norwegian society. As the incumbent provider,
Telenor has been the driving force in the development of a highly
sophisticated home market. The physical work has helped in rolling out
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infrastructure and developing services over long distances and in tough
natural conditions. The real job, however, is building relations between
people.

In 1994, the then Norwegian Telecom was established as a public

corporation. In December 2000, the company was partly privatized and listed
on the stock exchange. This transformation took place as a gradual
adaptation to increasing competition in the Norwegian telecoms market after
deregulation in the 1990s, with free competition for all services from 1998.
Telenor has successfully defended its strong position in the Norwegian
market.

Internationally, Telenor has achieved on the basis of strong positions in

satellite communications, in mobile communications and in domestic Internet
activities. Telenor has been one of the world's leading suppliers of satellite
communications for many years.

Telenor is a pioneer in mobile communications. Manual mobile telephony

services were introduced in Norway in 1966, as a forerunner to the automatic
NMT system, which appeared in 1981. Its digital successor, GSM, was
introduced in 1993, and third generation mobile network, UMTS, was
launched for commercial use in 2004.

3. Mobile Operation

Telenor is a leading provider of communications services and one of the

fastest growing mobile operators worldwide. Telenor holds controlling
interests in mobile operations in Norway, Denmark, Sweden, Ukraine,
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Hungary, Montenegro, Thailand, Malaysia, Bangladesh and Pakistan.
Telenor also holds minority interests in mobile operations in Russia and
Austria. In accordance with Telenor’s strategy of consolidating its position in
international mobile by obtaining control of selected international mobile
operations, and in order to maximize the benefit of cross-border synergies
and increase overall profitability. Telenor’s mobile commitments in Asia and
Eastern and Central Europe are becoming increasingly important. During
2005, Telenor successfully extracted a number of cross-border synergies
across the group. Common technologies for optimal spectrum and network
utilization have been successfully implemented at each of the group’s
operations, and Telenor maintains its focus on adopting new technologies to
improve service quality and reduce costs. In order to harmonize the group’s
customer orientation across all markets, Telenor has developed a common
segmentation model that enables more effective targeting, while also
providing greater insight into the global markets. Telenor has developed a
framework that provides affiliates with a proven concept of developing target
segmented offerings and optimized go to market strategies.

4. Telenor’s worldwide mobile operators

Highlights from their mobile operators and the markets in which they operate.

• Norway
• Sweden
• Denmark
• Ukraine
• Russia
• Hungary

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 • Montenegro
• Serbia
• Pakistan
• Bangladesh
• Thailand
• Malaysia

5. Telenor facts

•One of the world’s largest mobile operators with 105 mill. Mobile
subscriptions*
•Norway’s leading Telecommunications Company
•Largest provider of TV services to the Nordic market
•Our largest consolidated mobile operations:

–Kyiv star, Ukraine 17.7 mill subscriptions

–DTAC, Thailand 11.2 mill
–GrameenPhone, Bangladesh 9.4 mill
–DiGi, Malaysia 5.6 mill
–Telenor, Pakistan 4.6 mill
–Pannon, Hungary 3.0 mill
–Telenor, Norway 2.7 mill

•Total workforce: 33,250 man-years (22,500 outside Norway)

•Market value as of 26 October 2006: NOK 162 billion
*100% figures -all companies per Q3 2006

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 6. Telenor Pakistan

Telenor’s wholly owned subsidiary, Telenor Pakistan, launched its GSM

mobile network on 15 March 2005.Telenor Pakistan had an estimated market
share of 14% at year-end 2006.

6.1 License and network

Telenor Pakistan currently holds nationwide GSM 900/1800 licenses. Both

licenses are valid for a 15-year period. Telenor Pakistan met its rollout
obligations under the nationwide license during January, 2007 and expects to
complete full roll-out of the network by mid-May 2007.

In addition to the two GSM licenses, the company holds a Long Distance and
International (LDI) license through which it is providing nationwide and
international call services.

The company has continued to roll out its GSM network rapidly during 2006
and during the year operated Pakistan’s fastest-growing mobile network,
based on coverage and capacity. The network currently being rolled-out is
WAP and GPRS enabled. After launching EDGE in August 2006, Telenor
Pakistan has the country’s widest EDGE coverage.

At year-end 2006, Telenor Pakistan was distributing its services through a

network of 15 company-owned sales and service centers, 170 franchisees
and about 90,000 retail outlets selling subscriptions and refills.

1. Market Share 2006

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2. Total Mobile Market

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 7. Hierarchical structure

Board

Chairman

CEO

Govt. & Strategically

Finance IT HR &
Technical Commercial Legal Division
Division Division Admin
Division Division Affairs
(CTO) (CFO) (CIO) (VP) (VP)
(CCO) (VP)

Department
Directors

Managers

Assistant
Managers

Executives
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 8. Telenor Culture

Telenor advocates open culture and is a firm believes of freedom for its
employees to share their ideas and encourages creativity / Innovation.
Telenor is perhaps the only company in Pakistan where no person has an
office. Telenor believes in equality and as such promotes this trait by issuing
similar stationary and office supplies to all of its employees.

9. Communication system

Communication is life blood of every organization. Organization cannot

function with out open and effective communication. It includes internal and
external structure through which messages pass and the way information is
presented as well as the actual content of the messages themselves. Telenor
uses a variety of formal and informal forms of communication while
exchanging information with people inside and outside the organization.
Following are the methods used by the Telenor while communicating:

1. Internal communication
2. external communication

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9.1) Internal communication

Internal communication refers to the exchange information and ideas with in

an organization. In Telenor, mostly information is exchanged internally by e
mail fax, phone, and intra net.
Internal communication helps employees to do their jobs, develop a clear
sense of an org mission and identify and react quickly to potential problems.
To maintain a healthy flow of information with in Telenor, communicators use
both formal and informal channels.

9.1.1) Formal communication

Planned communication with in the organization in the form of letters, reports,

memo and emails, that follows the company’s chain of command. Telenor
also use the same tools while communicating with in the organization
formally. They mostly used letters, memos, reports, e-mails and intra net.
Information may travel downward, upward and across the organizations
formal hierarchy.

As Telenor has an open cultural organization, where employees have full

independence to share their ideas, plans, views and information, so they are
following all three types of formal communication flow with in the
organization. The following are three main types of formal communication
flow:

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 • Downward communication
• Upward communication
• Horizontal communication

9.1.1.1) Downward communication

Telenor’s Organizational decisions are usually made at the top and then flow
down to the people who will carry them out. In Telenor, when employees
receive an appropriate downward communication from management, they
can be better motivated and more efficient. Moreover, not only they need
clear job directions but also facts about organizational strategy, products and
view points on important controversial issues. When given the authority, the
employees of Telenor can be held accountable and responsible for their
decisions.

9.1.1.2) Upward communication

Upward internal communication has become increasingly more significant in

Telenor. Many executives sincerely seek frank comments from their
employees. Executives of Telenor closely listen to opinions, complaints,
problems and suggestions given by their employees. They believe that their
employees would furnish them with accurate, timely reports, emerging trends,
opportunities for improvement, grievances and performance. Managers must
learn what’s going on in the organization because they can’t be everywhere
at once. In order to face global competition Telenor is developing new
management style which will make input from employees an integral part of
important decisions.

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9.1.1.3) Horizontal Communication

Like other organizations, Telenor is also having Horizontal Communication

flow i.e., from one department to another either laterally or diagonally. This
Horizontal Communication helps employees share information and
coordinate tasks and it is also essential in order to solve problems, perform
job duties, prepare for meetings and cooperate on important projects.
Moreover, Telenor is using all the three communication flows including
Emails, Fax, Intranet (Web portal), Company Intranet and etc, but the most
preferable and feasible way of communication with others used by Telenor is
through E-mails. The reason is that as in modern world companies are
transforming themselves to Online Communication Network and paperless
environment, so they usually communicate through E-mails and also it proves
to be a written document for the company. In Telenor irrespective of
designation, emails are sent to every employee so that they can be indulged
in company’s work and also know the current situation of the company.

9.1.2) Informal Communication

Telenor informal communication network or grapevine follows the path of

casual conversation & has no set flow pattern. Communication between
organizations & outside world can be as informal as talking with a customer
or letting your appearance transmit an impression of your organization. As
people go about their work, they have casual conversations with their friends
in the office. Eliminating the grapevine is virtually impossible. About 80% of
the information that travels along the grapevine pertains to business. Apart

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from all above method of communication, Telenor is also emphasizing on
Verbal Communication among the employees.

9.2) External Communication

The External communication links the organization with the outside world of
customers, suppliers, competitors and investors. Telenor have an effective
communication with people outside the organization that helps in creating a
good reputation and have a positive impact on its ultimate success. Telenor
have created its goodwill in a very short span of time just because of its
effective external communication with its customers, which in result created a
desire for Telenor’s product or service, and encourage the decision of its
customers.

As there are two main types of communication used by the organizations for
effective external communication :

a) Formal External Communication

b) Informal External Communication

Telenor prefers formal external communication while communicating

externally. As in the external environment the words speak for its
organization. So they use formal language, which will enhance the goodwill of
the organization. Telenor is using external communication to create a
favorable impression, because carefully constructed oral presentations,
emails and websites will convey an important message to outsiders about the
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quality of Telenor. In order to minimize the impact of any crisis expert
communicators in Telenor advise managers to communicate honestly, openly
and often. Otherwise the crisis can destroy Telenor’s image, reputation, drain
its financial strength and ultimately result in negative publicity.

9.3) Communication Chart

Communication system

Internal communication External communication

Formal Informal
Formal
Communication

Upward Downward Horizontal

Flow Flow Flow

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 10) Business Messages

There are different types of business message which are used by Telenor to
convey information to the customers. Basically the purpose of writing letter is
to convey your idea to the customers rather than to impress them. To
compete for attention the business messages are purposeful, audience
centered and concise.

10.1) Types of Messages

• Good news messages

• Goodwill messages
• Bad news messages
• Persuasive messages
• Promotional messages

10.1.1) Good News Messages

A message that will receive a favorable or neutral reaction from reader is

usually easy to write because such a message tells the reader something
pleasant or offers useful information. These messages are generally
organized by direct approach also known as good news plan. In order to build
good will, Telenor replies to all reasonable requests courteously, helpfully
and promptly.

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10.1.2) Goodwill Messages

Goodwill messages are important for building relationship with customers,

customers who are more brand conscious. Telenor try to satisfy its customers
in such a way, that they may increase the reputation of the company.

10.1.3) Bad News Messages

When message is a negative, then analysis become extremely important.

Telenor believes that bad news messages should be sent and written rather
communicating face to face or in a quick phone call. While writing a bad news
messages Telenor do give concentration that the facts and figure should be
explained in details. There should not be any incomplete information.
Telenor also look upon in maintaining a good and healthy relationship with
their customers so while writing bad news messages they take care of this
fact.

10.1.4) Persuasive Messages

The main aim of persuasive messages is to influence the audience who are
inclined to resist. Therefore, Telenor when writing persuasive messages,
generally they are longer, more detailed and often depend heavily on
strategic planning. Telenor while writing persuasive messages make sure
that purpose is perhaps the most important planning task.

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10.1.5) Promotional Messages

The main emphasis of the promotional message is to enhance the sale of the
organization. Telenor while writing promotional messages keep the audience
centered approach. The main sources for Telenor in order to promote its
product are TV commercials, news papers, bill boards and internet.
Promotional messages of Telenor are designed in a way that helps them
indulging their customers to buy their products and services.

11) Recruitment Process

Telenor, unlike other organizations, having unique online recruitment

process. A candidate can only apply online for job, rather going and
submitting the resume physically. Jobs are advertised on their website.
Candidates have to fill in the online application form regarding their personal
information.

After submitting their personal information, their resumes are sent to HR

department. The HR Department then forwards their resumes to recruitment
department of HR, where their data base is collected and evaluated. The
recruitment department makes a shortlist of candidates which are sent to
their relevant department. The relevant department then evaluates the

selected candidates and makes further shortlist of candidates. The list of

these candidates is sent to the Head of Department, providing him with the
information in detail of each selected candidates. Then the list of short listed

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candidates is sent to Head of Department for further analysis or
interpretation. After sending list of short listed candidates to Head of
Department, the interview schedule is prepared for the candidates. In their
final comprehensive interview, the selected candidates are evaluated on the
basis of their job knowledge and their personal skills. While analyzing their
personal skills, the Telenor manages will make an overview on their
academics and past experience regarding the relevant field.

After conducting their interview, they rank the candidates on the basis of their
job knowledge and personal skills which includes their academia,
communication skills, past experience in relevant department and etc. After
ranking they will offer the contract to the best suitable candidate. In this
contract, they will mention the salary and are the terms and conditions of the
job. If the terms & conditions are acceptable or suitable for the candidate,
he/she will join the job. Otherwise the company will go for the best possible
alternative. In their recruitment process, the Telenor will first hire the
employee for specific prohabitional period. If the company is satisfied with the
performance of the candidate, they will turn the status of candidate as a
permanent employee and he will become the part of Telenor Family.

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11.1 RECRUITMENT PROCEDURE

Advertiseme
nt

Job
Requirement

HR
Department

Recruitment
Data Base
Department

News
Replacement
paper
Department
Ads

Department Head

Interview Schedule

Job
Personality
Knowledge

Ranking the Candidates

Offer to Selected Candidates

Telenor Employee 18
 12) Summary

After a brief review of Communication system of Telenor Pakistan, we

analyzed that they follow both formal and informal Internal Communication
system. They use all possible means of communication internally including e-
mail, Fax, Events and Gathering, company Intranet etc. Mostly they use all
three Formal Flow of Communication i.e., Downward, Upward and Horizontal
Flow. While communicating informally, they prefer verbal communication
either by phone or café 345 etc. On the other hand, they communicate with
the outside world through letters, fax, phones, press releases,
advertisements, press conference and events, websites, audio/video
conference calls etc. They usually write Good news messages , Bad news
messages , Persuasive messages , Routine messages , Goodwill messages
and Promotional messages while communicating with customers, vendors,
stakeholders, distributors, competitors, investors, journalists and community
representatives. They also use Ads and campaigns as a mean of
communication with the external stakeholders. Telenor also have an open
culture where employees have right to participate by giving their ideas, views
and suggestions. They also have no separate offices for their employees,
irrespective of their designation. This culture promoted by Telenor is unique
in itself and help in eliminating one man show from the organization. They go
for team work and group decision making in order to have different views,
perception, thoughts because people from diverse culture with different ideas
do make a difference.

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 13) Conclusion

In the above report we have discussed in detail about the communication

system of Telenor. How they communicate internally and externally? We also
discussed their culture which is different from all organizations operating in
Pakistan. They have open culture where employees have full freedom of
expressing their views, ideas and suggestions. There are no separate offices
for the Telenor employees irrespective of their designation as compared with
other organizations. We also studied how they write their Good and Bad
news messages, Goodwill, Persuasive and Promotional messages. While
writing business messages their main emphasis is not only to convey
message but also to retain the customer and the goodwill of the organization.
Telenor employ people from a variety of backgrounds, with a wide variety of
skills and training. Telenor wants their organization to benefit from the new
insight and opportunities that this diversity offers. Telenor people are called
on to challenge themselves; to take on other tasks than those that they have
been trained for, and in this way discover new qualities and capabilities.
Telenor offers exciting and challenging careers with competitive pay,
excellent benefits and exceptional advancement opportunities. They care
about their employees and provide them with a relaxed and enriching working
environment. Telenor maintains a policy of non-discrimination towards all
employees and applicants for employment. Together with their commitment,
they will deliver positive results and create opportunities that will benefit the
Telenor family.

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 14) Recommendations

It is clear that the cellular market of Pakistan is growing rapidly and far from
the saturation point. Seeing the opportunity, several foreign mobile telephony
operators such as Telenor have recently invested numerously. Telenor in
order to earn goodwill has to provide quality services to attract customers in
Pakistan’s mobile market. There are certain hurdles i.e., tough competition
with competitors, coverage area, which Telenor has to overcome.

Telenor has to provide more suitable calling packages to their customers to

gain the share in market and to surpass the competitors. Other challenges for
Telenor may come from as there lacks strong, stable legal & regulatory
framework in Pakistan. The unfamiliar business practices such as
corruptions, management style, and if they overlook these dimensions i.e.,
Individualism/collectivism, power distance, uncertainty avoidance, and
masculinity/femininity, then they can’t excel in Pakistan market.

At the end, we hope that Telenor is well aware of these cultural, economical,
and political issues as it has got investments mainly in developing nations like
Pakistan.

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