Mobilink GSM -Introduction

Pakistan

Mobile

Communications

Limited

(PMCL)

better

known

as

Mobilink

GSM

is

telecommunication service provider in Pakistan. 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
multi-national company. It has become the market leader both in terms of growth as well as having the
largest customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink prides
itself on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan
that also provides state-of-the-art communication solutions to its customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group
of people, from individuals to businessmen to corporates and multinationals. To achieve this objective,
Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its
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, Mobilink also offers a host of value-added-services in its Mobilink World brand to its prized
customers. At the same time, Mobilink places high importance to its coverage, which is why it covers its
customers in 5000+ cities and towns nationwide as well as over 100 countries on international roaming
service. Mobilink is also the official telecommunication service provider for the Pakistan Cricket Board
(PCB). The company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27 June2006.

Facts About Mobilink GSM

Company Structure

Private Limited

Genre

Subsidiary

Parent

Orascom Telecom Egypt

Owner

Naguib Sawiris

Founded

1994

Founder

Motorola USA

Industry

Telecommunication

Headquarters

42 Kulsum Plaza, Blue Area, Islamabad.

Area served

5000 cities, towns, and villages across Pakistan

Revenue

250.2 million USD (3rd quarter, 2006)

Website

www.mobilinkgsm.com

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

Goals and Objectives

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.

Achievements
ISO 9002 Quality Management System Certification for Billing, Engineering Departments and CS
Contact Center
Implementation of a full Intelligent Network (IN) platform from Siemens for the Prepaid platform
Largest Call Center in Pakistan, which is there to assist the customers 24 hours
Only cellular service in Pakistan to provide coverage on the M2 motorway
Bilateral roaming in over 100 countries around the world with true international roaming with over
300 operators across the globe
First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roaming services

Societal Marketing

Mobilink believes in playing an active role in supporting the community and social development of
Pakistan. Each year, Mobilink and its staff contribute significantly to charities and community projects to
help bring about a better quality of life to the less privileged in the community and enrich the lives of
Pakistanis through support in local arts, education and sports.

Educating the Youth

Mobilink has made various donations to educational institutes. This includes donating computers to the
Federal Board of Intermediate and Secondary Education, donating Rs. 100,000 to Pakistan Institute of

Medical Sciences to set up a computer lab, and sponsoring the commemorative ceremony for the golden
jubilee of Cadet College, Hasanabdal.

Supporting the Arts

Mobilink's alliance with the international Kara Film Festival demonstrates its commitment to the
promotion of art and theatre. The festival creates a space for alternative and independent
cinematographers, both experienced and new filmmakers, to exhibit their creative endeavors in Pakistan.

Employee Involvement

Mobilink believes in supporting the community not only through sponsorships but also through employee
involvement. In addition to sponsorships, Mobilink encourages its employees to be engaged in
community welfare work and to support relevant causes.

Earthquake 2005

During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan, Mobilink was
amongst the first to respond to the crisis. Relief Camps were set up in all major hospitals to provide free
calling facilities to patients and relatives arriving from far flung areas. Goods such as blankets, shawls,
jackets were also collected for those affected by the earthquake and Mobilink Relief Teams were
constituted to provide aid to the Northern Areas.

Strategy and Management

Mobilink is led by Zouhair Abdul Khaliq, who has been the President and the CEO since June 2003. Since
then, Mobilink has embarked on an aggressive growth strategy. Mobilink closed 2003 with 2 million
customers. In comparison, Mobilink closed 2005 with more than 11 million subscribers. Currently, the
subscriber base has increased to more than 24 million.

Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently,
it is covering more than 5000+ cities and towns. This has involved an investment in the company of more
than US$ 1 Billion. Mobilink has 50 Switches and more than 4,900 cell sites and the number keeps
growing at a rapid pace. It also has deployed around 3,000 km of optical cable.

Switches

Siemens and Alcatel

Radio Base Stations

Motorola and Alcatel.

Intelligent Networks

Siemens

Microwave Equipment

NEC and Alcatel

Operating Frequency

900/1800 MHz

Evolving the Prepay

Traditionally, post-paid billing has always been the method that telecom companies have used for
obtaining payments for the services provided. Whether the said companies were state-owned giants, or
private ventures; billed accounts were the way to go. With the advent of mobile telephony, this system
changed to accommodate and facilitate the needs of different users. Here was where the prepay concept
was born.
The company that is credited with introducing the concept in Pakistan is Mobilink. There is little doubt,
though, that when the company that prided itself on its executive clientele came up with prepaid cards, it
could not have imagined the extent to which the idea would take off in the country. On the other hand, it
is not hard to imagine the motivation behind Mobilinks decision to launch its offering. At the time,
having a cell phone and a post-paid connection was no cheap thing. So, the company decided to try to
grow by targeting the majority that could not afford billed connections. The idea worked pretty well, and
Mobilink Jazz came to be.

BCG
Growth Rate Matrix
BCG Growth Rate Matrix
STAR.

CASH COW.

DOG

High

Low

High
Mobilink
Market
Growth
Rate
Low

Mobilink Market Share

Mobilink claims all its products as Star with the highest Market Growth Rate and highest Market Share.

SWOT ANALYSIS
STRENGTHS
The

company

excels

in

marketing,

sales

and

customer

services.

It has the advantage of having a huge and loyal customer base.

WEAKNESSES
Network problem is the biggest weakness for Mobilink for which it faces major
criticism
The
company

is

also

or
vulnerable

with

post

complaints.
paid
debts.

OPPORTUNITIES
The company has opportunities in the field of wireless and 3G technology.
It can also further capitalize on the emerging trend of value added services.

THREATS
With lots of competition coming into the telecommunication industry of
Pakistan, buyers growing bargaining power is the strongest threat to the
company.

Marketing Management
&
Mobilink GSM
Marketing Management
The art and science of choosing target markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer value.

Marketing Research
Marketing research
The marketing research process includes the systematic identification, collection, analysis and
distribution of information for the purpose of knowledge development and decision making. The
marketing executive at Mobilink admits that understanding markets and customers is the bedrock on
which business planning and strategy is built. Without knowing our customers needs and wants or
understanding demand, our business will be under constant threat from competitors and may be failing to
extract the maximum value from the market. Mobilink provides excellence in market research through
their extensive experience in telecommunication working.

They focus on providing better research techniques that enables to understand why and how customers
make

choices

and

better

research process,

based

on

understanding

the

business

and

commercial context. Mobilink marketing executive further says that our research process is designed so
that we take more care to understand our goals and constraints and use this to deliver better value to our
customers. Market research does not sit in a vacuum. The design and outcomes of a market research
project have to reflect not just the results from the data, but the way in which the organization could and
should use the data.
Mobilink hires Custom marketing research firms to carry out specific projects

Marketing research process

MobilinkEffective marketing research in Mobilink consists of

by
6

steps

Step 1: Identifying and defining the problem Step 2: Developing the approach and establishing research
design

and

strategy

Step 3: Collecting the data Step 4: Performing data analysis Step 5: Reporting and presentation
Step

6:

Making

Step 1: Identifying and defining the problem

decision

The first step is to understand the question(s), which need to be answered. Then they work to identify and
outline the marketing research project objectives and define the size and source of the survey sample.
Next, the most appropriate marketing research methodology is determined. The innovative and
actionable design approaches ensures that study is customized to meet the unique needs of the project.

Step 2: Developing the approach and establishing

research design and strategy
Mobilink researchers gather data both by primary and secondary means. The second step is questionnaire
development. Surveys are designed with the marketing research objectives in mind. It is made sure that
the questions address the needs of the project and all surveys are pre-tested to confirm the survey,
instructions and procedures are set up appropriately. The next step is to coordinate data collection.

Step 3: Collecting the data

The data is collected via telephone, in-person, through the Internet or by using qualitative research.
Marketing research studies are continuously monitored by the research team to ensure accuracy. As
Mobilink is well aware of the fact that data collection phase is prone to errors and inaccuracies so the
management tries hard to get that right. A major problem is getting biased and dishonest answers. So
getting true respondents is crucial.

Step 4: Performing data analysis

The fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive statistical and
analytical expertise to transform the data into clear, concise and actionable information. Key findings are
summarized and a course of action is recommended.

Step 5: Reporting and presentation

The fifth step is to report the results. Our clients have come to rely on our reporting capabilities. Whether
it's providing presentation-ready materials, formatting reports to meeting the internal standards or
delivering reports via choice of media, every effort are made to give the insight that mobilink is the most
innovative and progressive telecommunication company in Pakistan.

Step 6: Making a decision

Mobilink uses marketing decision support system to enable its managers to make better decisions, it is the
system for collection of data, system, tools and techniques with supporting software and hardware which
an organization gathers and interprets relevant information from business and environment and turns it
into a basis for marketing action.

Mobilink's
Program

Mobile

Intelligence

Mobilink's Mobile Intelligence program is a framework, which we apply across our own research and
development as well as across all our mobile marketing and mobile media assignments for our clients and
partners.
This approach is market proven and has been the foundation for the 100's of mobile products and services
that we have developed and managed since January 2001. This framework underpins our research and
thinking on Mobile Communities, Mobile Services for the Youth Market and the convergence of Mobile
Marketing and Mobile Media
The Mobile Intelligence program has 5 key phases:

Discovery
Understanding and identifying the key objectives of the mobile services.
Mobile Marketing or Mobile Media or a combination of both?
Research and due diligence

Strategic Planning
Identifying and documenting timeframes, milestones and business case

Integration with new or existing marketing and media activities

Legal and compliance issues
Strategic partners and distribution channels

Creative Development
Creative and campaign development
End user experience and interaction design
Mobile media production and delivery
Integrated mobile marketing and media services

Mobile Technology and Implementation

Element Platform and Modules
Telecom and messaging infrastructure
Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons)
Hosting, management and ongoing technical support

Program Management
Client Services Team
End user support
Ongoing reporting and analysis
Proactive ideas and research
Roadmap for client development

Mobilink Marketing Intelligence

Marketing Intelligence System is a method of collecting and organizing important business information
into a useable form for important business marketing purposes. Marketing Intelligence System at
mobilink is used for various purposes:For the ability to forecast sociological and technological changes ahead of time and make the necessary
internal changes to adjust to the changing environment of the consumer.
The ability to track customers order history, their interests, and apply that information to better
advertising and target marketing.
The ability to detect competitor changes to enhance the companys operation tactics in which area that
competitor operates.

For Mobilink, the Intelligence Platform is a way of thinking about who they are, what they know, and what
they think about the company and the competitive marketplace. When we begin an assignment, the
Intelligence Platform is examined as it is. Questions like What do we know? What ideas have been
generated? What are the drivers that give the business its unique personality? are answered
in order to get the required information.
Mobilink views marketing intelligence with three very different components. It includes data, ideas,
management experience, and judgments.
Source Categories
Search engines, search utilities, etc.
Financial information sources (Company filings / public & private company data)
Newspaper and news resources
Patent & trademark resources
Government sources
Trade & industry sources
Demographic data
Geographic / Country information & maps, satellite images, etc.
Trade directories
Legal information sources
Competitive intelligence database software suppliers
Other public information sources

Segmentation, Targeting,
&
Positioning
Segmentation
Mobilink, a telecommunication service provider emphasizes on being part of a value delivery process. The
first phase, choosing the value, represents the homework marketing must do before any product exists.

First, the marketing staff must segment the market. The variables used for segmenting the consumer
market demographic as well as psychographic:Age
Income
Occupation
Social Class

Targeting
The second step of choosing the value is selecting the appropriate target market. Mobilinks target market
varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate sector of
the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at the
middle and upper-middle class, while Mobilink World targets the masses with its diverse value added
services.
It is important to understand that the future of marketing telecommunication services in Pakistan is going
to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of full
market coverage and develops strategies as per the requirement of the different targeted
segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the
products are available everywhere. This growth has been further strengthened with brand building
activities that have ensured that Jazz and Indigo remain synonymous for premium telecommunication
services for which they are close to the hearts and minds of the customers.

Positioning
Developing the offerings value positioning is the last part of choosing the value phase of the value delivery
process.
Mobilinks catchphrase Mobilink Reshaping Lives tells all about how they want to position the
brand in the minds of their target customers.
The message they want to communicate to the consumer market is that Mobilink is the best solution for
telecommunication and can be trusted to provide communication facilities all across the globe where no
other service is available.

Competitive Forces
The industry structure of Pakistans mobile phone service providers is differentiated oligopoly; a small no.
of large firms producing products partially differentiated along the lines of quality, features, styling, or
services. There are 6 major providers of mobile service in Pakistan.
Mobilink GSM
Telenor
Warid Telecom
Ufone
Paktel GSM
Instaphone

Mobilinks Market Share and Role in

the Pakistani Market
Pakistans largest cellular provider maintains a tremendous growth rate despite the deregulated market.
With the introduction of new products into the market and expansion through various rural and urban
cities, Mobilink continues to capitalize on its position in the market. Despite complaints about quality and
connectivity issues, the number of customers continues to grow.
Mobilink commands approximately 46.5% market share and is the market leader. This firm has the
largest market share in the relevant product market, and leads the other firms in price changes, newproduct introductions, distribution coverage, and promotional intensity. It is followed by Ufone which has
20.9% of the total Pakistan market. Warid claims a 15.7% share of the countrys wireless market closely
followed by Telenor with 14%. Paktel had 2.7% of the users untill the end of 2006.

Competitive Strategies

Being the market leader, first, Mobilink must find ways to expand total market demand. Second, it must
protect its current market share through good defensive and offensive actions. Third, it has to try to
increase its market share, even if the market size remains constant.

Expanding the Total Market

Mobile phone tele-density has increased to 35 per cent with over 53 million users. The market growth still
has 65 percent potential if not more, as Pakistans population is over 150 million. The dominant firm

gains the most when the total market expands. Same is the case with Mobilink. It uses the following
strategies to expand the total market:Market-penetration strategy
New-market segment strategy
Geographical-expansion strategy

Defending Market Share

The rapid growth in mobile phone ownership has opened a new, mass marketing channel for marketers to
reach their target market. Direct, responsive and measurable, mobile marketing is emerging as a key
element of the marketing mix for Mobilink.
Mobile marketing integrates across the marketing mix to drive the effectiveness of both above and below
the line activities. Delivering:
Direct marketing channel to customers
Clean, uncluttered environment to maximize the impact of the marketing message
Context and time relevant marketing medium
Instant response mechanism delivering true one to one communication
A digital medium enabling deep campaign measurement and analysis

Mobilink marketers are deploying the mobile to strategically drive customer acquisition, retention and
improved relationships to defend its market share. Campaign tactics include as an instant response
mechanism to TV and poster campaigns, as a direct medium to drive awareness in targeted demographics
and for instant win for on or off pack promotions.

Engaging and effective mobile marketing campaigns reflect an understanding of the existing mobile
habits of the target market.
The unique and personal nature of mobile communication dictates an approach that is clear, actionable,
engaging and instantly rewarding for consumers.
How does the target market currently use mobile?
The effective integration of the campaign across multiple elements of the marketing mix
Ensuring a positive customer experience as a key driver for response and uptake
Building long term value out of data collection
Operating within the regulatory and legal guidelines for mobile marketing

Company Orientation
While a company has to keep a watch on its competitors, Mobilink strongly favors a customer-centered
orientation and considers itself to be a customer-centered company. A customer centered company is in

a better position to identify new opportunities and set a course that promises to deliver long-run profits.
Same is the case with Mobilink. By monitoring customer needs, it can decide which customer groups and
emerging trends are the most important to serve given its resources and objectives.

Marketing Mix The 4 Ps

Marketing mix
It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified
these tools into four broad groups, called the four Ps of marketing:
1. Product
2. Price
3. Place
4. Promotion
Mobilink management understands the importance of the marketing mix and its decisions, which must be
made for influencing the trade channels as well as the final consumers. The company prepares an offering
mix of products, services, and prices, and utilizes a communication mix of advertising, sales promotion,
events, and experiences, public relations, direct marketing, and personal selling to reach the trade
channels and the target customers.
As a popular brand there is a lot that is expected from the company and the management strives hard to
ensure that the promises are kept. Mobilink has been continuously investing in network resources and
improving its marketing mix so that its vast customer base can be satisfied and expanded.
The four Ps of Mobilinks marketing mix are explained ahead in detail.

PRODUCT

Mobilink Product Lines

Mainly there are four product lines of Mobilink with each having separate target markets and positioning.
Mobilink

Indigo

Mobilink

Jazz

Mobilink

World

Mobilink PCO

Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo. Indigo
ignited an evolution in the communication industry redefining the essence of the post-paid services in
Pakistan. The brand delicately caters to the need of its customers, symbolizing the vision of connecting the
subscribers in every aspect of life. Indigo says:
In life you come across some exceptional people, who, like you, appreciate only the finer
things in life. When it comes to creating a bond and staying connected to them count on
Indigo for its unrivalled premium post paid connectivity to get you through.

Indigo Offerings
Indigo
BlackBerry
Citi Mobilink Credit Card
Call& Control
Indigo Reward
Indigo Genie

Target Market
Indigo targets the upper business class that is not concerned with the cost but want convenience, quality
and a brand image that suits their personality. Who doesnt want fun or music but want a brand that is
Competent and Indigo is well satisfying the desires of its corporate customers. Introducing Blackberry
connect through which businessmen can take

their office anywhere, share attachments etc. That is why Indigo customers are loyal to the brand and
hesitate to switch to other connections. It can be said that Indigo enjoys the benefits of a monopoly in the
corporate sector.

Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic teenagers,
middle class and the youth market of the country, wishing to enjoy freedom, fun, lower rates and a
package that matches their personality.

Jazz Offerings
Jazz Budget
Jazz Octane
Jazz Ladies first
Jazz Easy
Jazz Share
Jazz Load
Jazz Advance

Target Market
Jazz Budget
Target market is those young boys and girls who want to stay in touch with their friends and family all the
time but with cheaper rates. Happy hours with only 0.40 /30 seconds.
Jazz Octane
Targets those customers who want to have fun in their daily life........enhancing energy in their personality
of youth with low SMS rates, discount rates and lower air time rates for three numbers.
Jazz Ladies First
Specifically designed for ladies (housewives) who along with their routine work want to have recipes,
beauty tips, shopping discounts etc. (Also lower rates for special numbers.)

Jazz Easy
Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers, they also benefit
tremendously from the fabulous rates to call on any other network.

Jazz

Share

An exciting new service targeting the Jazz family Members and allows them to share balance anytime,
anywhere.Jazz AdvanceTargets Jazz Family Members with Additional balance benefit to help them talk
some more!
Jazz Load
Jazz Load allows to recharge Jazz account in variable denominations.

Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun, but also
help its customers with their business needs. Whether it's a Bolo SMS they want to send to a friend or a
ring tone they want to download to customize their phone with, Mobilink World has something special for
them.

Mobilink World Offerings

Mobi Safe
Holy Sayings
Corporate SMS
Mobi Greetings
SMS Scheduler
SMS Game Time
Bolo SMS
Mobitunes
G:i:30
WAP Portal
Mobilink Edge
Mind Reader
CricVideo
International SMS Chat
Ring Tone Club

Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its whole
customer base:

Mobilink World services are not just fun, but also help you with your business needs.
Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to
customize your phone with, Mobilink World has something special just for you.

Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right that shall surely
set apace the way its consumers communicate at the grass root level. Mobilink PCO is a fixed wireless
phone that has special PCO functions capability. It consists of two LCD's that helps customers to keep a
tap on the duration and the costing of the calls they make.

This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the people
throughout Pakistan. It's a complete self-employment solution for the people of Pakistan, fulfilling their
dreams and aspirations.
Mobilink PCO does not only give its consumers higher returns on a very low investment but it also creates
a world of better prospects in terms of a consistent source of income for them.
Mobilink PCO claims
Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or the
spectacular peaks up north expect unparallel coverage from your Mobilink PCO

With this unit customers experience even higher returns even though the investment in terms of capital is
very minimal. Mobilink PCO no doubt is a world of opportunities within itself.
Exceptional coverage and the ease of its wireless technology-carry it wherever you wish
Load the free jazz card provided and embark on a successful business venture right away
Benefits from after sales services

Parental Control Phone Disney D100

Mobilink and Disney have launched a parental-controlled mobile phone for children. This is the first time
a cellular company in Pakistan has launched a mobile phone that will meet the communication and
security needs of parents. The features of the new Mobilink-Disney D100 allow complete parental control
on all outgoing and incoming calls and text messages. With the help of this new feature, parents can
control who the child can correspond with, thus enabling parents to keep a check on the list of people the
child is communicating with. Furthermore, the phone is easy to use as it provides the child with a one-key
option to reach parents. It is also protected in that it does not feature Bluetooth or a camera and cannot

access any type of multimedia content or website. The handset features embedded Disney ring tones,
animated screensavers and wallpapers. The D100 will come with both four and twelve button keypads
that are interchangeable to adapt the handset to the capability of the child. The handsets are available
featuring popular Disney characters, including Mickey Mouse, Donald Duck, Winnie the Pooh and Tinker
Bell. Mobilink services give parents complete control over their childs phone expenditure thus making it a
cost-effective resource.
The D100 has been developed for Disney by Dubai based Broad link Research, Disneys licensee and
partner. After conducting market research and realizing the growing needs of working parents to stay in
touch with their children using mobile phones; Mobilink in collaboration with Disney has introduced this
innovative solution to the Pakistani market. Moreover, changing social trends and feedback received by
Mobilink through this research led the market leader to co-launch a safe and secure solution for parents.

Pricing
Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare to other
telecommunication service providers. Having the largest customer base in the country with the fact that
its service is available in the remote areas of Pakistan as well, people rely on Mobilink services leading to
the fact that Mobilink charges higher compared to its competitors.
Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started
GPRS services with RS. 500/ month of unlimited usage which is a treat for GRPS users who want to take
their office with them. Mobilink provides them with this facility with fairly reasonable charges.

Tariff Details for Mobilink Products

Indigo
Indigo Freedom Plans
Details

Charge

Freedom
Plan 1

Freedom
Plan 2

Freedom
Plan 3

Freedom
Plan 3+

Freedom
Plan 4

Weekend
Tariffs

Rs/min

0.99

0.75

0.63

0.50

0.40

F&F
Charges

Rs/min

0.99

0.75

0.63

0.50

N/A

Air Time

Rs/min

2.00

1.50

1.25

1.00

0.60

Charges
Free
Minutes
Line Rent
SMS
Free SMS

Monthly

100

400

800

1200

Rs

100

400

900

1500

Rs/msg

1.00

1.00

1.00

0.75

0.50

10

15

20

25

30

Monthly

Jazz
Jazz Budget Tariffs
Details

Rates

Outgoing calls to any Mobilink number

during selected Happy Hour Window *

Rs. 0.40 / 30 seconds

Outgoing to 3 F&F Mobilink numbers

Rs. 0.75 / 30 seconds

Outgoing calls to any Mobilink number

Rs. 0.90 / 30 seconds

Outgoing calls to all mobile networks in

Pakistan

Rs. 1.25 / 30 seconds

Outgoing calls to all Landline numbers in

Pakistan

Rs. 1.25 / 30 seconds

SMS (Jazz to Mobilink)

Rs. 1.0 / SMS

SMS (Jazz to other networks)

Rs. 1.5 / SMS

Jazz Easy Tariffs

Details

Rates

Outgoing calls to any 3 Friends & Family

Mobilink numbers*

Rs. 0.99 / min

Outgoing calls to any Mobilink Number

Rs. 2.10 / min

Outgoing calls to all mobile networks in

Rs. 2.50 / min

Pakistan
Outgoing calls to all Landline numbers in
Pakistan

Rs. 2.50 / min

F&F Numbers Offered

3 (Three)

SMS (Jazz to Mobilink)

Rs. 1.0 / SMS

SMS (Jazz to other networks)

Rs. 1.5 / SMS

F&F numbers addition/modification *

Rs. 15 + tax / Modification

Jazz Octane Tariffs

Details

Rates

Late Night Option - All Mobilink numbers

**

Rs. 0.75 / min

Outgoing Calls to any 3 F&F Mobilink

numbers*

Rs. 0.99 / min

Outgoing calls - Any Mobilink number

Rs. 2.50 / min

Outgoing calls - To Landline numbers

(inclusive of interconnect charges)

Rs. 2.99 / min

Outgoing calls - Other mobile networks

(inclusive of interconnect charges)

Rs. 2.99 / min

SMS - to any Mobilink number ***

20 paisas / SMS

SMS - to any other network in Pakistan

50 paisas / SMS

Daily Charges

Rs. 1.00

Jazz Ladies First Tariffs

Details

Rates

Outgoing calls - Any Mobilink number (1st

Rs. 2.50 / min
Minute)
Outgoing calls - Any Mobilink number
(2nd minute onwards)

Rs. 1.50 / min

Outgoing calls - Any Mobilink number (

3pm-6pm )

Rs. 1.50 / min

Outgoing calls - To Landline numbers

(inclusive of interconnect charges)

Rs. 2.99 / min

Outgoing calls - Other mobile networks

(inclusive of interconnect charges)

Rs. 2.99 / min

SMS based Value Added Services

Subscription

Rs. 30 / month

SMS (Push based Value Added Services)

Rs. 2.00 / SMS

SMS - Any mobilink number

Rs. 1.00 / SMS

SMS - Any other network

Rs. 1.50 / SMS

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

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.

Place
Marketing Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently,
Mobilink is covering more than 5000+ cities and towns. This has involved an investment in the company
of more than US$ 1 Billion. Mobilink have 50 Switches and more than 4,900 cell sites and the number
keeps growing at a rapid pace. Mobilink also have deployed around 3,000 km of optical cable.
For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the market itself. Today
mobilink is confident that it has all the essential building blocks in place to take the dream forward and to
play a leadership role in the rapid growth and development of telecommunication industry in Pakistan.
In 2003 mobilink invested upwards of US$ 200 million in improving their network and services.
Mobilink have already put in 7 switches, over 820 cell sites and new IN platforms for better coverage and
connectivity. In upcoming years mobilink is trying to invest in technological upgrades, superior customer
services, and improved coverage.
Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place
state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of Pakistan where well
trained staff is geared to answer complaints and queries, and a new billing system is in the process of
commissioning. Mobilink is constantly expanding their nationwide franchise and distribution network
and upgrading them to offer customer services so that the customers can find a Mobilink contact as near
to them as possible.

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

Mobilink International Partners

A list of recent partners is given below:

Sr. #

Country Name

Operator Name

Frequency

1.

Jamaica

Digicel

900/1800

2.

UAE

du

900/1800

3.

Cyprus

Areeba

900/1800

4.

N/A

GSM on the Ship

900/1800

5.

United Kingdom

T - Mobile

900/1800

6.

Maldives

Wataniya

900

7.

Switzerland

Orange

1800

8.

N/A

OceanCell

900

9.

Maritime Roaming

MCP

1800

10.

Mozambique

mCel

900/1800

11.

Senegal

Sonatel

900

12.

Panama

C&W

850

13.

Ivory Coast

MTN

900

14.

Oman

Nawras

900

15.

Brunei

DST

900

16.

Ukraine

UMC

900/1800

17.

Portugal

Optimus

900/1800

18.

Uzbekistan

Coscom

900/1800

19.

South Africa

Vodacom

900

20.

Argentina

CTI Movil

1900

21.

Jordan

Xpress

iDEN

22.

Uruguay

CTI Movil

1900

23.

Belgium

BASE

1800

24.

Sri Lanka

Mobitel

1800

25.

El Salvador

CTE Personal

1900

26.

Armenia

K Telecom

900/1800

27.

Saudi Arabia

Etihad Etisalat

900

28.

Tajikistan

Indigo (North)

900

29.

Italy

Wind

900/1800

30.

Germany

O2

1800

Distribution channel of Mobilink

Mobilink provide its service products directly to customers or with help of intermediaries involved in
distributing its product. Distribution channel contain set of interdependent organizations involved in the
process of making a product or service available for use or consumption by the consumer or business
users. Mobilink also distributes its product to end user with help of intermediaries as well as it distributes
its product directly to customers.
Mobilink supplies its product range to intermediaries with involvement of its Commercial and Sales
Department.
Mobilink authorizes limited number of dealers to deliver its service product. But Mobilink provides its
prepaid cards to almost all the markets and consumer shops. Providing its prepaid cards in every corner
of the city helps mobilink to satisfy the need of consumer and to gain customer satisfaction. However
mobilink deliver its Sims to customer with help of Franchises, service centers, and sales offices. These
Franchises, service centers, and sales offices are given by the right of providing its service product by
Mobilink itself.

Distribution Strategy of Mobilink

There are three types of distribution strategies. First Intensive Distribution, second Extensive Distribution
and third is Selective Distribution. However mobilink follow both intensive and exclusive distribution

strategies. While providing its Jazz prepaid cards Mobilink follow Intensive Distribution strategy means
that stocking Jazz prepaid cards in as many outlets as possible. While providing its service products (like
SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid cards) Mobilink follow
Extensive Distribution strategy means that it gives limited number of dealers the right to deliver its
product.

Logistic Management & Mobilink

In todays global marketplace, selling a product is sometime easier than getting it to customers.
Companies must decide on the best way to store, handle and move their products and services so that they
are available to customers in the right assortment, at a right time, and in the right place. Physical
distribution and logistics effectiveness has a major impact on both the customer satisfaction and company
costs.
Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the
most extensive network coverage footprint across Pakistan through an integrated technology
infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including
International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic
management and physical distribution from its competitors.

Logistic partnership and Mobilink

Companies must also work with other channel partners to improve whole channel distribution. The
members of distribution channel are linked closely in creating customer value and building customer
relationship.
Mobilink management builds logistic partnership to achieve customer value and building customer
satisfaction with different courier services. The courier companies by which Mobilink has partnered are as
follows:
TCS
OCS
UPS

Third party Logistics & Mobilink

Most business perform their own logistics functions. However growing number of firms now outsource
some or all of their logistics to Third Party Logistics providers.
Mobilink also use Third Party Logistic provider for transportation of shipment of its service products to
warehouses, dealers or customers. Different courier service providers are the Mobilink third party logistic

providers. The main reason for using third party logistic provider by Mobilink is that it is useful for Low
Fixed Investments.
Mobilink selects, motivates & evaluates channel members thought Interviews, Financial standing,
Training and Reports.

Promotion
Companies can do more than make good productsthey must inform consumers about product benefits
and carefully position products in consumers minds. To do this, they must skillfully use the promotion
tools of advertising, sales promotion, public relations, sales force, direct marketing, and personal selling.

Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage.
Mobilink is currently using:
Information Advertising: To create brand awareness and knowledge of its Mobilink World brand.
Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.

Advertising BudgetSince

the

competition

is

intense

in

the

telecommunication market, Mobilink has a significant advertising budget. It is advertising heavily to be

heard and to constantly remind its target market to go for Mobilink. However, Mobilinks actual
advertising

budget

was

not

disclosed

Advertising MediaMobilink

by

the

management.

is using television, print, and radio

advertising media to disseminate its message and to build a brand preference but the most preferred is
television since this medium is the most powerful, reaches a broad spectrum of consumers and has the
maximum customer impact.
Radio: It has a relatively large listeners base and so is an effective way to communicate the message.
Billboards and Print Media: The Company has come up with elaborate campaigns, billboards and
posters to promote Indigo, their post-paid brand.

Advertising CampaignsThe advertising theme Mobilink: Its

simply a way to communicate, is designed to demonstrate the new services simplicity and convenience.
Along with its service debut, Mobilink launched a nationwide campaign composed of television
commercials and print ads. The national campaign is supplemented by local and regional ad campaigns
produced by the Mobilink licencees. The national print and broadcast ads are designed to be localized.
The success of Mobilink has not only to do with its increased offerings, but also has a great deal to do with

the campaigns that Mobilink comes up with. The TV ads exude energy and liveliness, and an expressive
color and lightning palette, the high frequency and visibility makes these advertisements noticeable which
results

into

increased

brand

awareness

and

brand

loyalty

boosting

sales.

Strong Brand Ambassadors: Mobilink in its advertising went on a different route (now copied by
competitors) by starring the most charismatic superstars in its advertisements. The tested method of
having a pretty face holding a Jazz card makes its advertising campaigns booming. Strings, Vaneeza
Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid Afridi are some of celebrities
associated

with

Mobilink.

The Indigo Campaign: In its Indigo campaign, Mobilink has made a conscious effort of strongly
placing it on the image platform and mapping it in the prospects mind making it a prestigious brand.
Interestingly, it re-enforces Mobilinks early perception of being the brand for the image conscious (peer
leader) which gives the impression that Indigo is an enhanced step further in this direction.
The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilinks image to the masses
and is more on the functional platform. When competition was introduced in the Pakistani market, It
was at this point that the true evolution of prepay began. It was more than apparent that every single
customer was important and every single subscriber was vital. Almost immediately, the marketing and
advertising improved; and a more conscious effort was made towards trying to reach out to every aspect of
the consumer market. At first, Mobilink went a slightly different route, and instead of targeting the large
youth market, continued to use its tried and tested method of having a pretty face holding a Jazz card.
Iman Ali joined other famous models as being a Jazz Girl. But with the competition getting intense,
Mobilink finally decided to raise the profile of Jazz. The tariff wars between the providers initially caused
Mobilink to offer WAP on Jazz, and then to slash prices and improve its quality. Finally, in February
2006, Mobilink launched Jazz Octane, a package designed for the communication needs and lifestyle of
the Pakistani youth segment. The belated foray of Mobilink into the youth market has met with promising
early success, and the new package offers quite a bit. The early success of Octane has not only to do with
its increased offerings, but also has a great deal to do with the campaign that Mobilink came up with.
Perhaps most effectively and symbolically, the ad showed an old woman embracing the youthful abandon
that Octane is shown to offer. It can be argued that the old womans name is Mobilink.
Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met tremendous
success.
The Mobilink World Campaign: Mobilink World being the value added service brand for Mobilink
has been started with an elaborate campaign with TV advertisements and print ads.

Sales PromotionMobilink uses different types of sales promotion method

such

as:

Consumer promotions

In order to kindle greater and quicker purchases Mobilink is carrying out the following consumer
promotion activities including special deals such as:

Indigo Freedom Plan: this deal offers certain benefits of which two are:o Friends & Family: This feature is available to the customers on any three Mobilink numbers (Jazz
and Indigo) which can be added into F&F list by calling the help line at 111.
o Local Rates: According to this freedom plan across Pakistan, all call, across all networks are charged
as local calls.

Bonuses & Free Airtimes: Mobilink

has been offering a number of bonuses to its

consumers. An example of its current bonus offer is:

o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Recharging their
Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free airtime (if the customers have not recharged
in the year 2007).

Business and Sales Force Promotions

Mobilink also carries out business and sales force promotions on frequent basis.
Specialty Advertising: Mobilink uses certain items imprinted with its logo as well advertising
messages such as calendars, caps, radios, mugs, and candles. These items are given as gifts to customers
by salespeople.
Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate the sales force
to put in greater effort.
Trade Shows: mobilink actively participates in trade shows in order to enhance its business
promotions.

It

took

part

in

the

usual

trade-show

presentations

of Asia Pacific Billing

and RevenueManagement Week. This event has a particularly interesting through line of taking services
to understand markets. Topics like Increasing Prepaid ARPU in Price Sensitive Markets and sessions on
micro payment plans for low income markets were discussed in detail. The speakers included individuals
from Mobilink GSM in Pakistan and Telemig Celular in Brazil.

Event Sponsorship
To enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie premieres,
concerts, sports events and community welfare. A few events sponsored by Mobilink are given below.

Golf Organized for Premium Consumers by Mobilink Indigo Brand

On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament exclusively for
Mobilinks corporate customers. The golf tournament was organized at the Islamabad Golf Club by
Mobilink Indigo Club. It aimed at bringing the top executives from the corporate sector at one of the most
popular greens of the city. Expressing his views on the Indigo Club tournament, Zouhair A. Khaliq, the
President and CEO of Mobilink said,
Needless to say we are the leaders in the telecom sector, but this does not stop us from doing more for our customers, we strive to set
higher standards for all in the business. Through Club Indigo we ensure the maximum level of customer satisfaction for our corporate
accounts and establish concrete relationships through tailor-made services and special offers for our major clients.
Club Indigo is responsible for building relationships with its exclusive clientele, through superior
customer services.

Other Sports Events

Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and
sponsored various sports events across Pakistan, including cricket and Polo tournaments, providing
quality entertainment to its customers.

Direct Marketing
Mobilink also uses direct channels to reach its customers without using marketing middlemen. These
channels include direct mail, catalogues, tele marketing as well as e-marketing. Mobilink also uses a very
unique technique to reach its customers directly.

SMS Marketing

Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates one-on-one
communication with the market. Mobilink management believes that:Todays consumers are mobile and todays marketing must reflect that.
As SMS is one of the largest platform to reach consumers and almost every mobile phone is SMS enabled,
this method has 100% penetration. SMS targets end consumers directly via their mobile phones and
compels them to take action in order to enjoy a promotion, thus increasing the success rate of the brand.
Plus, SMS is also a cost-effective way to communicate.

Electronic Marketing

Mobilink finds it electronic marketing very important and highly accountable.

Mobilinks Website

Mobilink has paid special attention to the context & content of its website to encourage repeat visits.
Mobilinks website not only has attractive design and layout but is also very interesting and easy to
navigate.

Context:The alluring color scheme used in the layout of website make it worth navigating. The choice of
color itself has a table to tell.
Indigo:

combination

of

basic

blue

suggests

the

vibes

of

blue

dream.

Red: illustrates passion of blood.

The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the brand ID. The
logo which is not only Influential & Exhilarating but a sure head turner and is doing wonders in touching
hearts

and

assuring

absolute

strength

in

the

brand.

Content:The content is also the heart of the website. It includes:

Info
o News
o Weather
o Business
o Mobilink GSM updates
Fun
o Mustt
o Double
o Music

Tones
mustt

(polyphonic
tones

tones)
(true

tones)
Videos

o Wallpapers
o Greeting
o Java

Cards
Games

o Animation
o Todays
o Color

Special
Logos

o Mobile themes
Sports
o Cricket
o Football

Updates

o Golf
o Tennis
o Others
Media
o TV Commercials of Mobilink
Tools
o Yahoo
o MSN
o Google
o MSN

Messenger

o Hotmail
o Gmail

Online Ads and Promotions

Online ads and promotions tools such as banners ads and search related ads are being used by Mobilink
GSM. These ads are placed on targeted and frequently viewed websites. Banners are also placed on related
websites such as those which support web to SMS. For example smspk.net

Mobilinks Sales Force

Sales force serves as the companies personal links to the customers. Mobilink fast paced growth is fueled
by the foundation of innovation and the relentless work of 4000 dynamic team members.
The sales force members are some of the best talent in the country and can be distinguished from others
on the basis of their convincing power. The have the passion and the spirit to challenge the norms, and so
they

are

the

Sales

part

of

Force

winning

team.
Objective:

The chief objective of Mobilinks sales force is not only to encourage sales but also to diagnose customers
problem and to propose an effective solution thus satisfying them completely. They play a strong role in
improving customer profitability.

Sales force Structure

Mobilinks sales force manages following types of sales force:
Technical

and

Service

Application

Engineers
Personal

Distributor Sales Force

Sales Force CompensationMobilink

has attractive compensation packages for its sales

force. Along with a fixed amount i.e. salaries, they are also offered variable amounts such as lucrative

commissions. Benefits such as paid leaves as well as accident benefits are also offered to the sales force.

Training the sales RepresentativesSince Mobilink realize that a professional sales force plays a key
role in developing and growing customers, it trains its sales representatives to effectively convince the
customers by using effective screening techniques.

Success Factors of Mobilink

Mobilink is still the Market Leader and its success factors include:
Innovative

Products

Excellent
Best

Customer
Coverage

among

Services
cellular

operators

Conclusion
After the great research and paper work we are of opinion that a lot of people
have shown their interest in these two Mobilink offers i.e. Postpaid & Jazz
ladies
first.
The motto of the company is Connecting People" and Reshaping
Communications
Mobilink is proud to be the leader in telecommunication industry.

SUGGESTIONS
&
RECOMMENDATIONS
Suggestions
We have a lot of suggestion for the company. Some of them are:
Mobilink
should
work
on
network
improvement.
As far as their charges are concerned they are a bit expensive as compared

to their competitors so we suggest that the charges should be reduced.

Mobilink should attract maximum customers and satisfy them.
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