MARKETING PROJECT

WATEEN WIMAX BROADBAND

Submitted to : Khurram Shahzad

Submitted by: MBT FA 12 (B) Salman Noor (080) Muhammad Saleem (119) Sidrah Shahzadi (086) Bilal Abid (022)

CONTENTS
1. History 2. Introduction of Wireless broadband Internet 3. Wimax 4. 4 Ps of Marketing 5. SWOT Analysis 6. BCG matrix 7. STP 8. Social Activity 9. Conclusion and Reviews

History
Wateen Telecom is formed under the auspices of the Abu Dhabi Group; one of the leading business corporations in the Middle East and one of the biggest foreign investors in Pakistan. Initially in 2007, the company was set up as a "carrier's-carrier" providing a fine fiber optic network to mobile companies and offering long distance and telephony services. In areas where Wateen did not have a fiber network, it offered carriers connectivity through VSAT. Wateen is the first company in the world to commercially launch WiMAX broadband internet services throughout the country, beginning with 24 major cities in Pakistan in 2007 Wateen currently services over 250,000 WiMAX subscribers, provides enterprise solutions and data services to over 200 leading organizations and its wired (HFC/GPON) network reaches over 15,000 households in Lahore and Multan along with 23 other cities across Pakistan. With the new strategic vision and management in place, Wateen has steadily improved its service provision and its corporate structure to adequately reflect its motto and beliefs of Enabling Customer Lifestyles. Wateen is aiming to help shape the education, social and economic development in the country using a broad-based internet provision.

Wireless Broadband
Originally the word "broadband" had a technical meaning, but became a marketing term for any kind of relatively high-speed computer network or Internet access technology. Wireless networks can feature data rates roughly equivalent to some wired networks, such as that of asymmetric digital subscriber line (ADSL) or a cable modem. Wireless networks can also be symmetrical, meaning the same rate in both directions (downstream and upstream), which is most commonly associated with fixed wireless networks. A fixed wireless network link is a stationary terrestrial wireless connection, which can support higher data rates for the same power as mobile or satellite systems.

WiMAX
WiMAX, an approximate acronym of Worldwide Interoperability for MicrowaveAccess, is a telecommunications technology that provides for the wireless transmission of data using a variety of transmission modes, from point-to-point links to full mobilecellular-type access. The technology provides up to 70 Mb/sec symmetric broadbandspeeds without the need for cables. The technology is based on the IEEE 802.16 standardalso called Wireless MAN. The name "WiMAX" was created by the

WiMAX Forum,which was formed in June 2001 to promote conformity and interoperability of the standard. The forum describes WiMAX as "a standards-based technology enabling the delivery of last mile wireless broadband access as an alternative to cable and DSL"(and also to High Speed Packet Access).Wimax is always on high speed wireless connection which gives you the ability to access your favorite websites faster and lets you experience the web at its maximum potential. With internet speed ranging from 128kbps to 2Mbps surfing internet is whole new experience with increased speed improved productivity and substantial cost saving.

Advantages of WimaX
Wimax internet connections can be accessed at any distance. The speed of Wimax is quite high and customers enjoy using it. The WiMax system provides facilities of internet access through WiMax tower which is able to cover the larger area in the range of 8 thousand square kilometer. WiMax provides connection. In the line-of sight there is a fixed antenna used at home top or office top to connect the network. The line-of-sight is static and connectivity is good. It gives you faster speed with less error. Wimax also provides connection in non-line-of-sight. In this case you need small antenna in the computer to get the connection remotely.

4 Ps of Marketing

PRODUCT

WATEEN WIMAX Satellite system Better Quality Freedom from Cable Guy Wateen wimax is mixture of consumer and industrial product (According to its usage) it is an internet brand banned that provide as many internet facilities. Wimax is latest technology in Pakistan internet field with the following: Video games Movies Connect with friends High speed Geographic mobility

Wateen WiMAX is a true broadband solution that provides an "always on" connectivity on wireless technology. Wateen WiMAX provides customers hassle-free and immediate access to high speed Internet and Voice services simultaneously. WiMAX is an internationally recognized standard for wireless broadband connectivity.

Price
Wateen telecom uses the innovation pricing. In Pakistan Company introduce student package business packages.

Wateen Broadband WiMax Internet

Wateen offering wireless internet connections in USB/WiFi devices which are 0.5 Mbps/1Mbps/1.5Mbps and 2Mbps.Offering unlimited, 12GB and 7GB packages.0.5 Mbps package as low as 599 Rs. Per Month Only .Wateen Brings Wimax Wireless Internet in USB and wifi devices. No need of Telephone Line Installation within no time at customer Premises Home delivery service free of cost Unlimited Packages, Prepaid/Postpaid Packages Just on one call gets Wateen Connection.

Place
Distribution is one of the important decisions to be taken by the company. The company aims for 100% geographical coverage though in phased manner. It involves delivery of service to end customer, and starts from purchase of equipments, their installation and service. For this our own sales force and trade partners are very important. For this the company distributes total area of service in to manageable zonesfor like North, Central and South. The company plans to open Sales & Customer Service Centers at various 25 major cities and towns in these zones. However, keeping in view of the nature of the service new orders as well as customer complaints are managed electronically. For this purpose the website of company is playing a major role. For example if somebody logs on to website of the company and shows interest in purchasing system of Wateen, he can be asked to fill an information form

electronically proving all necessary information of geographical location of the customer. This information is passed on electronically to the relevant area service centre or nearest franchisee through MIS of the company to contact and provide necessary service.

Promotion
Company totally advertises their product. Wateen use all promotional tools instead of public relationing they use all medium for advertisement. Broadly speaking the promotional goals of the company are: 1. To create awareness about wateen wimax (without cable) 2. To encourage people who use cable The company plans allocate a substantial chunk of its budget for spending on communication through electronic and print media for initially.

SWOT Analysis
Strengths
It has a low cost potential to deploy and operate, especially for rural areas.
It is based on proven OFDM techniques. Support high bandwidth and QoS guarantee mechanism for low latency IP application.

Weaknesses
There are a lot of security issues It is not up to the customer expectations The revenues are immature

Opportunities
Underserved DSL infrastructure kind of network or no internet access at all Positive attitude from government and other business organization because of reliability Low penetration of population and low ARPU. In some countries, 3G licenses are still not issued.

Threats
DSL technologies widely deployed In Urban and suburban areas, also higher initial cost Wimax devices Competition in a small market area with DSL and also other Broadband providers i.e .Witribe and Qubee etc. Restricted and Immature regulation and policy environment Low penetration of population and low ARPU.

BCG MATRIX

BCG matrix:
Created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. Stars: High growth business competing in market where they are relatively strong compared with the competition. They have a high point shares and are the ideal businesses.

Cash: Low-growth business with a relatively high point shares. These businesses were stars but now have lost their attractiveness. Question Mark: Businesses with low point share but which may have a high growth rate. This suggests that they have potential but may require huge ever, a competing force extraordinary effort in order to grow point share. Dogs: Businesses that have low relative share and low expected growth rate. Dogs may generate enough points to sustain but they are rarely, if ever, a competing force

BCG matrix of Wateen Wimax:

SEGMENT TARGET AND POSITIONING

The Wateen segement and target market was the youngsters and the business class, because the thing is that they need the most usage of reliable internet. The wateen was providing them student packages and the wateen was giving free devices to students and the bankers, and by doing this he made there product known in the market. The wateen was providing mobile internet the devices can be move in the major cities and the users can easily use them everywhere. The wateens major cities to target was Lahore

Karachi Islamabad, etc.

The wateen was promoting the youth compains and other stragedic Positions so the customers can be attracted to them Promotion Strategies: Promotion is a very important element of marketing mix. Wimax promotes its products by: Advertising Bill boards in busy localities. Newspaper ads Below the line Advertisement Wimax is a new technology in the world and it has yet to prove in the market. Moreover it has many issues regarding product awareness, delivery and its usage since it has been launched. Marketing communication and advertising is considered as strategic decision during the launch of the product and it should be handled with care. It brings a negative impact on brand reputation if the product or services are launched aggressively by spending and putting too much effort in heavy advertisements without product or services placed in the market. It is just like misleading the customers. Such campaign brings adverse effect on brand image instead of building it. The product like WiMax which is still in the introductory stage has to struggle a lot in getting a market share Such mistake at the launch can severely disrupt the companys and brands image within early adaptors of the product. Positioning Through all the promotions and other campaign wateen made a postioning in the minds of people that its cheap easy to use reliable and very less expensive then the DSL products.

Social activities by Wateen

1. 2. 3. 4. 5. 6. 7. Wateen Distributes Prizes to Winners of Nationwide Sales Competition Wateen Deploys WiFi Hotspots at Educational Institutes in Punjab Wateen & Intel Jointly Offer Internet Access Program Wateen Telecom Decided to Restructure Corporate Strategy Wateen Joins Hands with ISIC Wateen Will Initiate Free E-Learning Portal Wateen Scouts Tree Planting Activity (Photo Gallery)

Conclusion :
For a company to be successful it must follow the marketing mix strategies in an effective manner. However Wimax technology introduced by Wateen was not a successful launch. Being the first such technology it should have been able to capture a large market but due to its poor marketing strategies and services they failed. Currently they have resolved the flaws in their product to a great extent by revising their marketing strategies and taking consumers preferences into consideration. Its competitors are emerging in the market but by taking advantage of their strong financial background they can still capture a large market share. WiMAX service providers believe that if PTA allows them to give WiMAX access to mobile users which will lead to 4G then the communication among the general public or across the globe will become cheaper then ever in Pakistan but it would effect the business of other mobile networks. However in the near future more international ventures are expected to emerge in WiMAX market of Pakistan, then PTA will surely consider them to give mobility services.