Launch of 3G in Pakistan

and its impact on Mobile & Internet

Industry

Group members
Roll # 81 Umar Farooq
Roll # 88 Salman Tariq
Roll # 92 M. Haroon Malik
Roll # 97 Asif Aslam
Roll # 114 Attique Mahmood
Roll # 119 Salman Arshad
Synopsis & Problem definition
by Salman Arshad Roll # 119
Introduction to 3G Launch

3G/4G auction took Place in April 2014

4 out of 5 local Mobile Operators
participated
4 got 3G license and only one got 4G
Total licenses sold at $ 1.2 billion
3G means faster internet access on
your Mobile and 4G means even better
Environmental Context of
the Problem
Secondary Data Analysis
Evolution of the Gs
Differences of Generations
 Problem Definition

Huge investments have been made by Mobile

operators

Management Decision Problem

What is the best product MIX for 3G launch
Marketing Research Problem
Determining impact of Mobile Industry
Willingness to spend more
3G awareness - status
Determining impact on Handsets market
Determining Impact on internet industry
Approach to problem & Research
Design
by M Haroon Malik Roll # 92
 Hypothesis
Following are the main hypothesis of our research

H1- People will not be willing to spend more on 3G

H2- People with high income level will be willing to
spend more on 3G
H3- Awareness creation is required for launch of
3G services
H4- 3G will not replace current internet
connections
H5- Need for new 3G sets will be required for
success of 3G launch
Research Design
Exploratory Research
To gain insights into the phenomena of interest
Sample is non-representative

Conclusive Research
Descriptive research design was chosen to describe the
market characteristics of Mobile and Internet Industry
Research Design
Single Cross sectional design

Survey
Structured Questioning
Fixed alternative questions
Personal Interviewing
Questionnaire was given to respondent to fill and
was administrated by researcher.
Mail interviewing
Questionnaire was sent to selected respondents
and not directly administered.
Electronic Interviewing also used.
 Research Design

Scales used

Nominal Scale ( numbers as labels)

Ordinal Scale ( indicate relative extent)

 Questionnaire
by Umar Farooq Roll # 81
 Questionnaire Summary
Total Items = 32
Nominal Scale
Ordinal scale

The Questionnaire was developed by team and

reviewed by Professor.
Validity tests could not be carried due to shortage of time
All questions had fixed alternative answers
Target Population & Sampling
by Salman Tariq Roll # 88
 Target Population &
Sampling
Target population for the research was defined as Educated Mobile
users in Lahore.

Total population of Lahore taken to be 13 million ( est. as last consensus was in

1998)

Mobile penetration taken to be 66% ( PTA and multiple SIM phenomena)

Lahore Mobile user = 8.7m

Literacy rate = 21% ( as per UNESCO)

Target population = 1.8m

Sample size = 307

 Methodology of research
Non-Probability sampling technique was chosen

Judgmental sampling form of convenience sampling was used

Each of group members was given task to get 40 questionnaires

filled from their contacts who fall under target population

Questionnaires were personally administered as well as were

done via mail method.

Responses were first entered in Microsoft Excel and later

imported in IBM SPSS software for Analysis.

Total Samples entered in SPSS were 307

Respondents distribution
Respondents Category-
personal Status
Income level of respondents
Respondents Education
Level
Age Distribution of
respondents
Analysis- Impact on Mobile
Industry
by Asif Aslam Roll # 97
Mobile Operators Market
share in Lahore
% of users using Internet on
2G
Will you use 3G services
Willingness to Spend more
Willingness to Spend more-
How Much?
 Analysis through Cross-Tabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Exisiting Mobile 257 83.7% 50 16.3% 307 100.0%
Operator * Current
experience 2G
( Overall experience)

Existing Mobile Operator * Current experience 2G ( Overall experience)

Crosstabulation
Count
Current experience 2G ( Overall experience)
Very Excellen
Poor Fair Good Good t Total
Existing Mobile Mobilink 8 15 24 12 5 64
Operator Telenor 5 8 13 2 4 32
Zong 1 12 23 10 0 46
Ufone 6 19 14 6 0 45
Warid 3 16 33 14 4 70
Total 23 70 107 44 13 257
Analysis through Cross-Tabs
Existing Mobile Operator * Expectation on 3G ( Overall experience)
Crosstabulation
Count
Expectation on 3G ( Overall experience)
Worse Two five
than No Slightly Times times
current impact better better better Total
Existing Mobile Mobilink 0 1 22 32 20 75
Operator Telenor 1 5 7 11 9 33
Zong 2 2 5 18 18 45
Ufone 0 7 18 17 8 50
Warid 0 1 27 29 19 76
Total 3 16 79 107 74 279

Existing Mobile Operator * Will you use 3G Crosstabulation

Count
Will you use 3G
Yes No Total
Existing Mobile Operator Mobilink 61 7 68
Telenor 27 6 33
Zong 39 8 47
Ufone 47 11 58
Warid 65 10 75
Total 239 42 281
 Analysis through Cross-Tabs
Current Monthly Mobile Bill * Willingness
to spend More on 3G Crosstabulation
Count
Willingne
ss to
spend
More on
3G
Yes No Total
Curren Less Than Rs 25 39 64
t 500
Monthl Rs 500 to Rs 64 33 97
y 1000
Mobile Rs 1001 to Rs 62 26 88
Bill 2000
Rs 2001 to Rs 28 11 39
3000
more than Rs 15 4 19
3000
Total 194 113 307
Income-level relationship with
Willingness to spend more
Analysis through
Correlations

Correlations
Willingness
to spend
Income level More on 3G
Income level Pearson 1 -.092
Correlation
Sig. (2-tailed) .134
N 270 270
Willingness Pearson -.092 1
to spend Correlation
More on 3G Sig. (2-tailed) .134
N 270 307
 Analysis Impact on Internet
Industry & Mobile Phone
by Attique Mahmood Roll # 114
Current ISP market Share-
Lahore
Impact of 3G on ISP
industry
Mobile Set Market share
Mobile Sets and Income
relationship
Mobile set 3G compatibility
Buying New Mobile for 3G
 Conclusions
Hypothesis
People will not be willing to spend more on 3G 63% are willing to spend
more..

People with high income level will be willing to spend more on 3G we see
beyond a certain income bracket ( Rs 15000 the willingness % is
more or less same)

Awareness creation is required for launch of 3G services. Only 11% were not
sure if their set supported 3G.

3G will not replace current internet connections.

46% respondents believed that 3G will replace their internet connection

Need for new 3G sets will be required for success of 3G launch - 36%
respondents think to buy new sets only. Majority already claims to
have 3G sets
 REFERENCES
http://propakistani.pk/2014/03/31/mobile-us
ers-start-experiencing-3g-services-in-pakis
tan-screenshots
/
http://www.techlahore.com/2008/07/23/paki
stan-goes-from-300000-to-90-million-cell-
phone-users-in-under-8-years
/
http://propakistani.pk/2014/04/28/how-to-ac
tivate-3g-in-pakistan-tutorial
/
http://
 THANKS FOR PATIENCE

FUTURE ROAD IS CLEAR & FAST