Warid
Warid
Warid
Khalid, Muhammad Waleed Akhlaq, Rabale Naveed and Umme Aimen Khakwani
Section M
Introduction
Warid Telecom International is an Abu Dhabi based mobile telecommunication firm providing
telephony services in Bangladesh, Congo, Pakistan and Uganda. Warid is expected to launch in
the Ivory Coast and Georgia soon. Waird has its headquarters in Dhabi Tower,Abu Dhabi
U.A.E. In 2004, Warid Telecom International LLC, purchased a license for operating a
nationwide mobile telephony network, (WLL) and long distance international (LDI) for $291
million US dollars and was the first venture of Warid Telecom International LLC.
Warid Pakistan launched its services in May 2005. Within 80 days of launch Warid Pakistan
claims to have attracted more than 1 million users. According to Pakistan Telecommunication
Authority, currently Warid Telecom has 18.14 million subscribers as of July 2009. It is ranked as
the fourth largest operator in Pakistan. Warid Pakistan claims it has the largest "post-paid"
subscriber base in Pakistan.
Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group (Singapore
Telecommunications Limited). On June 30, 2007, (SingTel) and Warid Telecom announced that
they have entered into a definitive agreement subsequent to which SingTel will acquire a 30 per
cent equity stake in Warid Telecom for an estimated $758 million — valuing the company at an
enterprise value of $2.9 billion.This partnership is part of a strategy to support Warid Telecom’s
continued growth and to enhance its market position.
Abu Dhabi Group, one of the largest business groups in the Middle East and the single largest
foreign investor in Pakistan. It has diversified business interests, offering strong financial
resources and extensive management expertise that result in commercial success for several
institutions.
SingTel’s investment in mobile operations include, Advanced Info Service (AIS) –Thailand,
(21.4%), Bharti Telecom Group – India (30.5%), Optus Telecom – Australia (100%), Globe
Telecom – Philippines (44.5%), Pacific Bangladesh Telecom (PBTL) - Bangladesh (45%),
Telkomsel – Indonesia (35%) and Warid Telecom – Pakistan (30%).
o
Warid Telecom takes pride in being backed by the Abu Dhabi
Group, one of the largest business groups in the Middle East and
the single largest foreign investor in Pakistan. It has diversified
business interests, offering strong financial resources and
extensive management expertise that result in commercial
success for several institutions.
Automotive
Hospitality services
Property development
Telecommunications
Major Investments
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We have a dedicated in-house Partners Marketing Manager whose
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promotion of Warid.
Warid has a strong media presence and has also sponsored many
high profile activities and events nationwide, ranging from polo
matches to fashion shows. Our press profile is also very prominent
with advertisements appearing in all leading English and Urdu
dailies and broadcasting channels of the country.
Glow is a new innovative brand by Warid Pakistan mainly intended for youth. It offers cheaper
tariff and free online contents via its portal. Brand ambassador of Glow is the famous pop & rock
band STRINGS
WARID SERVICES
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The Warid New Look
o An evolution that strengthens the Warid identity while keeping the customers in focus
o Use of a more contemporary font & style to give a more approachable image
o This new logo encompasses the expanding reach of Warid not just in Pakistan but in an
international footprint
With warids strengthened GPRS/EDGE network it would be able to empower its customers to
create their own life style networks
Future strategies:
Recently, Warid has introduced Glore 2.0 as a step towards effective strategy to compete with
other networks in Pakistan. Moreover, Warid is trying to improve its ranking in the market and
to compete with other competitors. It is also working on new packages which are soon to be
offered to Warid customers and as another step to attract more potential customers.
The Functional department
HR DEPARTMENT
1. Recruitment Division
2. Training and Development Division
3. Compensation and Benefits Division
The above divisions are responsible for ensuring smooth functioning and deliverables pertaining to:
Recruitment process
Interviews
Candidate Assessment
Training programs for employees
Career Development programs
Timely management of related and scheduled confirmations
Timely execution of payroll and related reporting pertaining to payroll
handling and management of smooth payroll operations and effective related query handling
handling of Attendance management systems
This is a process of seeking job candidates .Warid gives advertisements in the news paper and on
the company’s website. Interested applicants submit their CVs to the Human Resource Division via
mail or email.
Once they receive the CV, they will assess it according to their internal policy and requirements of
the job. Selection criteria may involve different steps with respect to the position they are applying
for. There can be one to one interview with concerned division head, recruitment manager and a
panel interview, or there can be series of interviews .Special process of a preliminary test might be
carried out, depending upon the nature of the job.
ORIENATTAION
When a new employee joins Warid, orientation is given to him/her. He is introduced to the office and
to the other employees. The department gives out the orientation. In orientation, he gives a detail
introduction that how operation are being performed in Warid and how things work in department.
When 5 new employees are hired, they are given in -0house orientation where information about the
concerned department is delivered to them.
EMPLOYEE TRAINING
During the orientation of the employees they are told about their career palnning.Employees are told
about the steps taken to develop them. they are told about the training process they have to go
through .And they are also told where they will see themselves in the next five years. Warid has got
training contract with Etisalat In which they send their employees to UAE for training.
Warid employees go to England, Australia and other counties for training. Warid has a policy for its
employees to sign a bond before they send for training.
Employees are given annual appraisals and increments. Depending on how good or bad an
employee is performing keeping that in mind these increments are awarded. Supervisor tell them
where they need to work hard.
Rewards are paid in the form increments. Bonuses are given after every one million customers.
Warid is known to be one of the best pay masters in the industry.
EMPLOYEE BENEFITS
Warid has a very sound and a systematic plan for the benefits for its employees. The strategy
ensures that the employees are not only satisfied but also motivated continuously in order to achieve
maximum productivity. Some of the major benefits include LFA( leave fair assistance), Provident
fund, Insurance etc
FINANCE DEPARTMENT
Finance department of arid telecom is accountable for all the issues related to financial transactions
no matter it is managerial accounting or financial accounting. Finance department of Warid Telecom
deals with the issues related to financial treasury control. Finance department is divided in two
divisions according to matters dealt .
Financial Accounting Division: It consists of four sections such as operations section, fixed assets
section, accounts payable section, general ledger section and treasury control section
Sales and customer services department of Warid telecom consists of division in-charge of:
In order to find what are the strengths, weaknesses, opportunities and threats faced by Warid
Telecom , Pakistan. How can they increase their market share in Pakistan Cellular Industry?
Strengths of Warid
MARKETING DEPARTMENT
Marketing is one of the core departments of any telecom industry. Marketing consists of five
divisions including segmentation, marketing finance, marketing communications, marketing
operations and loyalty.
Warid telecom has divided its segmentation and strategy division into five segments on the basis of
their characteristics. Markets consist of buyers and buyers differ in one or more ways. They may
differ in their wants, resources, locations, buying attitudes and buying practices. The core concept
behind companies using marketing segmentation concept is to divide large homogeneous markets
into smaller segments that can be reached effectively and efficiently with products and services that
satisfy needs, wants, desires and trends of certain segment.
Characteristics that govern segmentation and strategy development in telecom industry specially
mobile services according to a certain segment w.r.t Pakistan are age, educational background,
gender, income, social class, religion, culture etc.
Now the roles and responsibilities of different segments are to consider above characteristics and
then to
Marketing operations is the part of marketing that is responsible for executing the ideas, turning
scraps into the whole and giving best possible finishing to the idea. Marketing operations slogan is
“we are those, who execute ideas’.
Warid telecom has divided its marketing operations division into five parts and each part is
responsible for carrying out its related tasks. Everything that is seen in market from retailer facias to
wall chalking, event boarding, everything is done by operations.
Marketing communications in Warid Telecom deals with artworks to be used in BTL and ATL
advertising , then its execution and broadcasting in print and electronic media. Marketing
communications division divided into two-sub divisions
1. ATL Section which is a section of marketing that comprises of team responsible for :
1. Preparing content for artworks, TVCs etc
2. Contacting with electronic media including televisions, websites, and webzines for issues
related to broadcasting TVCs and sponsorship.
Warid has a division in marketing that is responsible for financial activities incurred related t
marketing promotions, campaigns and events .Its main purpose is to act as interface between
marketing and finance departments .Marketing Finance is responsible for signing CEO notes from
authorities, Preparing PRs, keeping financial record of costs incurred, issues related to payments of
vendors as per invoices.
LOYALTY DIVISION
Loyalty division of Warid marketing department designs marketing programs to benefit the loyal
customers that can be prepaid customers, but in most cases Post-Paid and corporate clients.
Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying
behavior which is potentially in benefit of Warid. Loyalty division is responsible for identifying loyal
customers, designing marketing programs to benefit the loyal customer, keeping up-t-date profiles of
loyal customers, carrying out regular for the post-paid and corporate clients.
The levels of hierarchy
Warid use all the operational support system and management support system as these are general systems
use by organizations at different hierarchy levels
Senior
management
Middle Management
Lower Management
The Senior Level management: Executive support system (ESS) is used in Warid . Apart from ESS, ERP
and SAS Dashboards (based on the name of company) are systems used at the top management level. Most
importantly,the top management of Warid has Management Dashboards through which recent
information is provided to senior management, which help them to deal with effective decision
makings.
The Middle Level management : Decission Support System( DSS) and MIS is used. MIS reports includes
100 plus reports that Warid specifically generates such as daily revenue , daily minutes of use and many
more. Other than this , SAS is used for business intelligence solution.
The lower Level management: TPS is used as it is a general system mainly used by most enterprises. It is
used for backend technology support where the software ORACLE is used whereas for Application logic TAB is
used. EMS systems are also used in Warid at these levels. EMS systems are mostly used in the middle as well
as lower management levels. Apart from these, 15-20 other systems are also considerably used.
Warid employers and management mostly access basic systems through blackberrys.
Every level in the hierarchy can communicate with one another,communication Is not restricted to
horizontal orvertical only. I.e. the lower level management can communicate with the C.E.O via
emails, etc.
Enterprise Application Architecture
Provides a conceptual framework to help visualize the basic components, processes, and interfaces
of major e-business applications. It focuses on accomplishing fundamental business processes in
accordance with its Customers,Suppliers,Partners and Employees
ERP is the backbone of E-business, its a Cross functional enterprise system which Serves as a
framework to integrate and automate many business processes.It Concentrates on the efficiency of
internal production, distribution, and financial processes
In Warid ERP has various different dimensions some of which are mainly focused for middle management
level in the hierarchy.
The ERP software Warid uses is 90% ORACLE used and the rest of the 10% ERP software used includes Sequel
Server, Custom Build and various other software’s.
CRM uses information technology to create a cross functional enterprise system that integrates and
automates many of the customer serving processes in sales, marketing product, services that
interact with a company's customer.
The software warid is currently using is pier 3, and it will be switching to pier 4 soon.
Communication Networks
Warid uses the Virtual LAN network in its offices and in all the Warid buildings where each floor
have separate servers controlling the information and data transferred or received. This
exchange of information and data is just restricted within the boundaries of each separate floor
and cannot trespass each floor’s boundaries.
VLAN allow’s a network manager to logically segment a LAN into different broadcast domains.
Since this is a logical segmentation and not a physical one, workstations do not have to be
physically located together. Users on different floors of the same building, or even in different
buildings can now belong to the same LAN. VLAN's also allow broadcast domains to be defined
without using routers. Bridging software is used instead to define which workstations are to be
included in the broadcast domain. Routers would only have to be used to communicate between
two VLAN's
Physical View
\ Logical View of a Virtual LAN
The reason warid uses VLAN is that firstly, it has a better performance, In networks where
traffic consists of a high percentage of broadcasts and multicasts, VLAN's can reduce the need
to send such traffic to unnecessary destinations.
Seventy percent of network costs are a result of adds, moves, and changes of users in
the network. Every time a user is moved in a LAN, recabling, new station addressing,
and reconfiguration of hubs and routers becomes necessary. Some of these tasks can
be simplified with the use of VLAN's. If a user is moved within a VLAN, reconfiguration of
routers is unnecessary. In addition, depending on the type of VLAN, other administrative
work can be reduced or eliminated [ Cisco white paper].
Fourthly VLAN reduces cost as they can be used to create broadcast domains which
eliminate the need for expensive routers.
A star network features a central connection point called a "hub" that may be a hub, switch or
router. Devices typically connect to the hub with Unshielded Twisted Pair (UTP). A star network
generally requires more cable, but a failure in any star network cable will only take down one
computer's network access and not the entire LAN. (If the hub fails, however, the entire network
also fails.)
Warid uses Extranet mostly. An extranet is a private network that uses the Internet protocol and
the public telecommunication system to securely share part of a business's information or
operations with partners.
An extranet requires security and privacy. These require firewall server management, the
issuance and use of digital certificates or similar means of user authentication, encryption of
messages, and the use of virtual private networks (VPN) that tunnel through the public network.
The Company uses an extranet to:
Data warehouse, Stores current and historical data from many core operational transaction
systems in one database, it combines and regulates information for use across enterprise. The
drawback of such a database is that it data cannot be altered once in the data warehouse. The
system will provide query, analysis, and reporting tools . In Warid Data Warehouse has been
segregated in cubes. Each cube contains information about a relevant topic like how many
connections were sold. How many users switched their packages etc.
Data marts is a Subset of data warehouse with highly focused segment of firm’s data focused
by specific population of users, focusing specifically on single subject or line of business. Warid
often use term Cubes for datamart and it serves to be an important part of Warid for data storing
its data.Once data is gathered and organized in data warehouse and data marts, Warid carries
out further analysis and analyses the patterns which can help managers and employees make
better decisions for helping to improve organizational performance and to obtain insight about
what needs to be done, etc.
Data warehouse and its components
Business Intelligence
Business Intelligence include the Tools used for consolidating, analyzing, and providing
access to vast amounts of data to help managers make better business decisions
Principle tools included are Software for database query and reporting, online analytical
processing (OLAP) and Data mining.
OLAP
In Warid, SAS is the software which has different modules used for OLAP(online analytical
processing). Online Analytical Processing (OLAP) databases facilitate business-intelligence
queries. OLAP is a database technology that has been optimized for querying and reporting,
instead of processing transactions.OLAP performs multidimensional analysis of business
data and provides the capability for complex calculations, trend analysis, and sophisticated
data modeling. It is quickly becoming the fundamental foundation for intellectual Solutions
including Business Performance Management, Planning, Budgeting, Forecasting, Financial
Reporting Data Warehouse Reporting and much more. OLAP enables end-users to perform
analysis of data in multiple dimensions, thereby providing the insight and understanding they
need for better decision making.
Data Mining
This is a technique which helps to resolve queries which are more complex and discovery driven
and focus on a single aspect, in other words it is more focused data. Data mining, the extraction
of hidden predictive information from large databases, is a powerful new technology with great
potential to help companies focus on the most important information in their data warehouses.
Data mining tools predict future trends and behaviors, allowing businesses to make proactive,
knowledge-driven decisions. The automated, prospective analyses offered by data mining move
beyond the analyses of past events provided by retrospective tools typical of decision support
systems. Data mining tools can answer business questions that traditionally were too time
consuming to resolve. Data mining techniques can be implemented rapidly on existing software
and hardware platforms to enhance the value of existing information resources, and can be
integrated with new products and systems as they are brought on-line. When implemented on
high performance client/server or parallel processing computers, data mining tools can analyze
massive databases to deliver answers to questions such as, "Which clients are most likely to
respond to my next promotional mailing, and why?" The analysis uses advanced statistical
methods, such as cluster analysis, and sometimes employs artificial intelligence or neural
network techniques. A major goal of data mining is to discover previously unknown relationships
among the data, especially when the data come from different databases. Businesses can use
these new relationships to develop new advertising campaigns or make predictions about how
well a product will sell.
Warid uses data mining depending on the purpose of analysis and forecast to be done. The software it
uses to do this is ADAPA Predictive Analytics Edition .It is one of the most important tools.
System Vulnerabilities
Data that is stored in electronic form is more exposed to threats than data in manual form. In
a network ,Information System in different locations are interconnected, Unauthorized
access can occur at any access point in the network. In a multi layer client server computing
environment Vulnerabilities exist at each layer whether it be Communication between layers,
or Users at the client layer,errors could be introduced into the system, a person could hack
into the system and access the system without authorization ,Steal valuable data during
transmission, Malicious softwares could be another major threat.
Malicious software include Computer viruses, worms, Spyware,Hackers and
Cybervandalism and the other Vulnerabilities from internal threats (employees)
include software flaws .
However, According to Akram saleemi who is the senior manager IT(delivery channels) ,
since the emerge of WARID, it has never faced any malicious software threats. . Internally
Warid uses switches to restrict departments to share information, in order to restrict the
reach of different departments only to that info which is relevant to them. if they want to
connect a computer into the network for a floor they use V LAN.Warid doesn’t have external
threats because the systems are placed behind a secure firewall provided by Cisco
system.
Warid use IP phones to contact offices through out Pakistan. They don’t use ptcl lines, if the
have to make calls on other networks they make it through GSM.
E-Commerce
E-commerce (electronic commerce) is the buying and selling of goods and services on the Internet.
A person can directly order a new connection through Warid site. They get a scratch card number and the
sim is delivered to their residence
As told by the IT head Mr Akram, Warid Telecom was the first bank to introduce
Online billing with the help of Bank Al-Falah. Through this the customers were
Able to pay the bill online from their al-falah credit cards. However, unfortunately
They had to shut down this service which was convienent to the customers as the
Government, interfered and asked them to discontinue this service.
Warid uses all the three types of E-commerce which are: Business to business,
M-commerce
As the demand for mobile phones, PDAs and hand-held computers increases at a phenomenal pace,
a new worldwide business frontier has been created. M-commerce is not just a variant of e-commerce,
but a unique distribution channel based on the shifting role of mobile devices from purely communicational
to transactional. M-commerce (mobile commerce) is the buying and selling of goods and services through
wireless handheld devices such as cellular telephone and personal digital assistants (PDAs). Known as
next-generation e-commerce, m-commerce enables users to access the Internet without needing to find a place
to plug in. The emerging technology behind m-commerce, which is based on the Wireless Application Protocol.
Warid does not use M-Commerce currenlty but other networks as telenor (use it for easy paisa) and some others
use it.
Enterprise Application
complete better picture of the whole business. It consists of the applications system,
The Enterprise system integrates the information from across company’s divisions,
departments, and key business processes in the four functional areas. Applictaions
responses to requests, they Include analytical tools which help evaluate the overall
Furthermore, it Allows senior management to easily find out at any moment how a particular
unit is performing and determine which of its products are most or least profitable.
However Enterprise systems are difficult to implement and Require extensive organizational
transforming them into products, and distributing the products. Two types of SCM
customers . It Captures, merges, analyzes customer data and distributes the results to
various systems and customer contact points across the enterprise. It serves as an
acquiring new customers, providing better service and support to customers, customize
CRM includes all mails, calls and data received from customers related to WARID expressing
their problems and complimenting the WARID networking system or even those criticizing warid
services. When person(mainly customers) call the helpline(321) or the agent available that time,
that agent greets you with your name . The agent even before receiving your call is aware of
the customer all information to handle and provide possible solution to the customer queries.
issues our Warid customers currently facing.The customer mood anlaysis is also termed as
CALL PURPOSE MONITORING. For Customer relationship management Warid only use
application of TABS.
Analysis of feedback
Warid gets their feedback through their site polls. They track the customers who visit their website and see the
trend of the package they use and obtain the most information about. If they call the help line, the person attending
the call can retrieve all the information about the person calling, thereby the person who receives the call greets
the customer by their name and answers the queries. At that very time he feeds the customers mood in the
computer, what the purpose of the call was complaint and related stuff. So basically all the information gets stored.
For further feedbacks they carry surveys based on 3rd parties. They collect the info from these parties.Then, they
carry out their survey undertaken through messages, calls, forums, etc. Warid relies on its own surveys
asking question from Warid customers mostly asked through msgs from Warid customers monthly, weekly
or yearly depending on the objectives of WARID TELECOM.e.g How you feel about our service? Etc
Furthermore, they launch Campaigns. However, they use the 3rd parties to conduct the surveys mostly,
and the major analysis is done by the third parties as well which after surveys handover the report related
to the responses to WARID which further presented to senior management for the analysis purpose and
effective decision making. Thus helps Warid to improve its services and tries to offer more unique
packages to customers and therefore attracting new customers and retaining existing customers of WARID
Warid's Customer Service division functions on the premise of pleasing and satisfying valuable customers,
resolving their problems and addressing their queries. The Contact Centre is equipped with the latest
technology and its staff is trained to inform, educate and help customers in the best possible way and the
faculty can facilitate its customers queries through not only calls but also fax emails and letters ASAP
Warid Telecom earns remarkable brand repute and customer trust. Aiming to best serve the
network experience makes it uniquely distinguish from all other service providers. Warid also sets the
highest industry standards of customer care that is reflected in a recent report issued on customer
complaints by PTA (Pakistan Telecommunications Authority). The report shows Warid with the lowest
consumer complaints in year 2008-09. It clearly reflects the effective after sales services and level of
customer trust. Setting high standards of service delivery excellence Warid is on course with its expansion
plans with the continuing focused view to extend quality services to its loyal customers. Being recognized
as most reliable cellular service, Warid continues to earn customer trust by setting exemplary standards
of service excellence. Having tremendous progress and remarkable brand reputation Warid Telecom continues to se
Call us
You can call us on 321. Access is free of cost from a Postpaid Number. Where as it costs 60
Paisas per call (Incl. Tax) & additional 60 Paisas (Incl. Tax) for customer service
representative, if accessing from a Prepaid Connection. You can also call us at 111-111-321
from any landline/other mobile number.
Send us a letter
Fax us
Send us a fax at 111-111-322.