GROUP MEMBERS

COMPANY BACKGROUND AND HISTORY

Pakistan Mobile Communications Limited, better known as MOBILINK GSM. MOBILINK has 28.24 million customers by March 2009.

COMPANY AND COMPANYBACKGROUND BACKGROUND AND HISTORY HISTORY

MOBILINK Head office is located in MOBILINK House, 42 KULSOOM Plaza, Blue Area, Islamabad.
MOBILINK started operations in 1994 as the first GSM cellular Mobile service in Pakistan.

COMPANY BACKGROUND AND HITORY

MOBILINK started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA INC.LATER . It was sold to ORASCOM an Egypt-based multinational company.

To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations. MobilinkReshaping lives!

To be a superior communication service company in Pakistan which provides the best value to its customers, employees, business partners and shareholders

ORGANIZATION STRUCTURE TOP MANAGERS

President and CEO Rashid Khan

Chief Information Officer Tariq Rashid V.P H.R, Administration & Security Ali Raza Mehdi

ORGANIZATION STRUCTURE TOP MANAGERS

Vice President Marketing Bilal Munir Sheikh

Vice President Customer Care Irfan Akram

Vice President & Head of Broadband Business Division. Mustafa Peracha Vice President Corporate Affairs Agha Qasim

Expand the business. Provide better service to people in the field of telecommunication. Retaining the role of a leading telecommunication company. Attract maximum customers and satisfy them. Excel in meeting customer needs. Seek employee involvement, continuous improvement and enhanced performance goals.

Product line and Categories

MOBILINK offers both Pre-paid and Post-paid services. Post-paid

Pre-paid

MOBILINK'S VALUES

Total Customer Satisfaction
Business Excellence Trust & Integrity Respect for People Corporate Social Responsibility

ORGANIZATION STRUCTURE
Total Strength of Employees:
Over all: Top Managers Middle Managers Line Managers (4500+) 75 750 3675

MOBILINK IN THE NEXT FIVE YEARS

MOBILINK as a market leader. Planning to buy a weaker competitor. Expand the business. Providing better service. Attract maximum customers and satisfy them. Excel in meeting customers need. Seek employee involvement.

MOBILINK LIFE CYCLE

SEGMENTATION
Following are the different segments of MOBILINK: Business class Ladies SME sector Sports Flight roaming Movies portal MOBILINK infinity

TARGETING
After evaluating the segment attractiveness MOBILINK has target that SEGMENTS Small and medium enterprise For SME MOBILINK has introduce the MOBILINK blackberry Blackberry professional software Designed for the basic needs of SME How it can be helpful for SME?

DIFFERENTIATION
Characteristics which differentiate their product
Premier cellular company Price affordability Hire famous personalities Only company offers package for ladies Airplane roaming MOBILINK PCO

EXPANDING THE TOTAL MARKET:

Mobile phone tele-department it has increased to 35 per cent with over 53 million users. The market growth still has 65 percent. It uses the following strategies to expand the total market: Market-penetration strategy. New-market segment strategy. Geographical-expansion strategy.

DEPARTMENTS OF MOBILINK
Human Resource Administration and Security Sales Marketing Customer Services Corporate Affairs Technical Finance

SUBSCRIBERS AND MARKET SHARE

Market Share

Warid 18.8%

Zong 6.1% Mobilink 31.7% 31.7%

Telenor 21.6% Ufone 21.5%

ADVERTISING STRATEGIES
International Advertising (Pvt) Limited (IAL) SAATCHI & SAATCHI Advertising through television,radio and print. Showing heritage of Pakistan.

Advertising campaigns
Strong Brand Ambassadars

ADVERTISING COMPAIGN
MOBILINK uses an aggressive advertising compaign on television to promote their products. MOBILINK is marketing its product through website. Radio. Trade shows.

LATEST OFFERS OF MOBILINK

JAZZ REACTIVATION OFFER

JAZZ KHUSHIYON BARHI 0FFER

CHOTA BUNDLE OFFER:

JAZZ ALL IN ONE OFFER

JAZZ JAZBA:

SWOT ANALYSIS
Following are the SWOT (Strengths, Weaknesses, Opportunities and Threats) of MOBILINK Pakistan

STRENGTHS
Mobilink is the market leader with huge customer base in Pakistan market. It offers mobile services in the majority of cities and also in remote areas which makes it largest coverage network.

It has been enjoying successful journey in term of revenues, profits and market share. Strong marketing and advertising.
Powerful brand equity. Mobilink is the first company to introduce blackberry services in Pakistan for that reason it has been the first choice for the business people.

WEAKNESSES:
It offers high calls rate to the customers as compared to the other competitors. Quality of service is not good in remote areas.
The promises made in the advertisement are not fulfilled by company. Not offering attractive SMS packages.

OPPORTUNITIES:
Low the call and messaging rates.
It can offer the prepaid Internet packages to its customers. Focus on marketing of Internet, TV, Blackberry services and radio services to its customers.

Improve the quality of services in remote areas.

THREATS
Facing competitor from Telenor, Ufone and Warid. Rapid rise in Taxes on telecommunication services. Inflation devalues the Pakistan currency. Security condition is the biggest threat.

MAJOR COMPETITORS
UFONE
TELENOR ZONG WARID

BCG GROWTH SHARE MATRIX

Star -(High Growth, High Market Share)

Jazz Apna Hai

Cash Cow-(Low Growth, High Market Share)

Jazz MOBILINK Indigo

Question Mark-(High Growth, Low Market Share)

Mobilink PCO Jazba

Dog-(Low Growth, Low Market Share) Jazz Octane

MOBILINK STRATEGIES
Premium Cost Strategy Strong Customer Base Making Data usage on mobile phones more affordable and reliable

MAJOR PRODUCT LINE MARKET SEGMENT

1. Consumer Packages. 2. Value Added Services. 3. Corporate Packages and Services.

CONCLUSION
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and till early 2001, had a market share of 43%. Mobil ink provides the most extensive network coverage footprint across Pakistan. As the market leader, it recognizes and fulfills responsibility towards the country and the environment in which they operate. MOBILINK sees itself as a market leader in the next five years. It is planning to buy a weaker competitor in order to attain a stable position in the telecom industry.

CONCLUSION
Mobilink is shifting from cellular and is moving towards providing total telecommunication solutions. Their shareholders believe that this market has a lot of potential, so they continue to invest. They have enough investment not only in cellular technology but also in affiliated technology, such as broadband. Mobilink uses its brand ambassadors to promote its products in both the electronic and print media. As the largest private sector company in Pakistan Mobil ink has a corporate social responsibility. They feel that they owe it to society and the environment they operate in.