Mobilink Telecommunication

Pakistan Mobile Communications Ltd, Mobilink GSM (PMCL)

Type Public Limited Company

Genre Subsidiary
Founded 1994
Founder(s) Motorola USA
Islamabad,Pakistan
Headquarters Mobilink House, 1- A, Kohistan Road, F-8 Markaz,
Islamabad
Area served 10000 cities, towns, and villages across Pakistan[1]
Key people Rashid Khan, President and CEO
Industry Telecommunication
postpaid Indigo , prepaid JAZZ, Mobilink PCO,
Products
WiMAX
Owner(s) Naguib Sawiris
Employees 5000
Parent Orascom Telecom Egypt
Website www.mobilinkgsm.com

Historical Background

Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a

telecommunication service provider in Pakistan. According to PTA statistics, Mobilink has 29.55
million customers by July 2009. Mobilink's Head office is located in Mobilink House, 1 A
Kohistan Road, F-8 Markaz Islamabad.

Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by
MOTOROLA Inc.,[citation needed] later it was sold to Orascom, an Egypt-based multi-national
company.

Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate postpaid
package is sold under the brand name "Indigo" and prepaid by the name of "Jazz".

In addition to cellular service, the Orascomm group is diversifying its service portfolio by setting
up new businesses and also expanding through acquisitions. Recently, they started offering DSL
broadband through a wholly owned subsidiary, Link.Net. Company is in place for launch of
wireless broadband service through WiMax based technology.

With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet service provider
in Pakistan. Currently providing services only in Karachi.
 WiMax services will be sold under the brand name "Mobilink Infinity". Technology is backed by
Alcatel, and company is using a ZYXEL Customer Premises equipment.

In addition to Mobilink, the Orascom group also owns TWA (Trans World Associates) which
operates an undersea fiber optic cable from Karachi to Fujairah, UAE

Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and 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 28 million and growing. We pride ourselves 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 corporate and multinationals. To achieve this
objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers.
Compared to our 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, we also offer a host of value-added-services to our prized customers. At the same
time, Mobilink places high importance to its coverage, which is why we cover you in 10,000+ cities
and towns nationwide as well as over 130 countries on international roaming service. In other
words, we speak your language, everywhere.
Moblink management

   
Vision

 To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers.
 Total customer satisfaction
 Business Excellence
 Trust & Integrity
 Strong Communication Skills
 Build Relation With Customer
 Providing Better Telecommunication Services

Mission

Our vision is free access to education for children and primary healthcare for all Pakistanis
seek to promote a country in which all children go to school and people have access to primary
healthcare, irrespective of their financial strength and background. We aim to bring about
sustainable improvements to the living standards of the underprivileged by working with the local
community and relevant organizations within Pakistan. The Mobilink Foundation supports projects
focusing on two main areas: education and health.

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

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 or
complaints.
 The company is also vulnerable with post 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, buyer’s
growing bargaining power is the strongest threat to the company.
 Personality Profile of Leaders Mobilink

Management
Company Profile

 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.
 The first cellular service provider to operate on a 100% digital GSM technology in
Pakistan
 Mobilink is the largest cellular service provider in Pakistan.

Management Functions of Mobilink

Technical
Installs, maintains and operates the GSM Cellular Network. It is also involved in planning and
rolling out network expansion as per business targets while working closely with other
departments, especially commercial and IT, to launch new services and cities. It is the second
largest division in the organization.
Marketing
Anticipates, and satisfies the customers communication needs. This includes consumer behavior
research and translating this research into services and pricing plans. The Marketing team helps
identify new business opportunities and develops plans to exploit these profitably. It also
designs and implements brand strategies and communication plans. The major functions in
Marketing include:

 Brand Management
 International Roaming
 Value Added Services
 Pricing & Strategy
 Marketing Operations.

Public Relations
Ensures positive media relations through effective coverage of company milestones and
viewpoints on issues pertaining to the industry and market.
Sales
Employs direct and indirect channels to augment sales. They are also responsible for extending
post sales support to ensure customer convenience. The major functions within the sales
division include:

 Indirect Sales
  Direct Sales
 Enterprise Solutions
 Corporate Sales
 Distribution

Customer Services
Provides services to customers pre and post purchase to ensure that customer expectations are
exceeded. It is the largest division in the company. The main sub areas of this division include:

 Customer services operations (front end)

 Customer services systems (contact center)
 Quality assurance, standardization & training

Finance
Prepares and monitors financial plans and budgets. Arranges timely funding to meet business
requirements and for maintaining accounting records. Sourcing and qualification of items and
vendors and handling custom clearance of imported goods also falls into the responsibility areas
of this division. The primary areas within the division are:

 Corporate accounting
 Treasury
 Procurement & contracts
 Planning, budgeting & reporting
 Finance logistics

Internal Audit
Reviews risk management procedures and compliance with existing policies and procedures.
Besides ensuring existence and adequacy of Internal control systems encompassing all
processes, they are also responsible for prevention and detection of fraudulent activities and
corporate governance processes as designed and represented by the management.
Support Services
Focuses on the strategic objective of coordinating, streamlining and institutionalizing the
planning, sourcing, warehousing and distribution of SIMs and Scratch Cards. Its functions also
include number and voucher management, and management of services of outsourcing partners
in areas such as Bill Printing & Delivery and Customer Forms Vetting & Scanning.
Revenue Assurance
Reports on the possible revenue losses incurred due to lack of process controls or internal
fraudulent actions, and recommends controls and process enhancements that would eliminate
revenue loss windows.
Information Technology
Enables secure and efficient information sharing to meet the business needs. It facilitates
conversion, storage, protection, processing, transmission and retrieval of information to and
from various channels. The main sub areas of this division are:

 IT infrastructure, planning & CRM

 Strategy, Innovation and Service Management
 PMO, Information Security and Governance
 Billing
 Business Intelligence and Data Warehouse
 IT Operations

Human Resources
The human resources function at Mobilink comprises four main areas. The staffing and
compensation function is responsible for meeting the companys recruitment requirements along
with developing, implementing and maintaining companywide compensation and incentive
plans. The function is also the custodian of the HR Employer Brand. Organizational
Development is primarily responsible for initiatives tied to employee development and
organizational capability enhancement. HR Operations looks after employee services and
employee relations. It also maintains and updates employee records. The employee excellence
function aims to enhance HR performance through value creating activities focusing on
wellness and diversity management initiatives.

Administration
Overseeing nationwide facilities management, the Administration department ensures that
employees are provided with a comfortable working environment that is conducive to high
performance. It is responsible for office build outs & maintenance, travel & accommodation,
transport fleet management, janitorial services, event management, cafeteria services and office
supplies.
Security
Aims to meet the security needs of the entire organization by covering people, property and
assets nationwide.
Legal Affairs
Provides legal and corporate support and advice at all levels to ensure effective decision making
and strategizing. The department also engages in policy-making, overseeing contracts and
transactions, ensuring compliance with applicable rules, regulations and laws. Regulatory
matters and assistance and support to the holding company and subsidiaries also falls within
Legal Affairs purview.
Government Relations
Liaises with Government authorities and the Pakistan Telecommunication Authority on
regulatory aspects like government rules, policies and SOPs. It interacts with other telecom
operators and cellular mobile operators on matters of common interest, and also plays an
advisory role for all Mobilink departments in guiding them through procedures involving
government agencies.
Office of Strategy Management
Formulates business strategy and works with other divisions for alignment and implementation.
The department also identifies and recommends new business opportunities for revenue
generation and strengthening strategic advantage./div

Structure of Mobilink

STRATEGIC BUSINESS DEPARTMENT

This is where all Mobilink's business plans are set to meet the goals and objectives of the
company. This department sets the planned activities and aims of Mobilink so that all efforts are
converted into results. It deals directly with Mobilink's alliances in the most professional way to
ensure excellent long term business relations.

BUSINESS COMMUNICATIONS DEPARTMENT

This department initiates & manages all of Mobilink's commercial relationships. Involved
directly with Sales and marketing, this department works seamlessly with the other departments
to deliver exceptional services and products to both our old and new customers, thereby
ensuring the highest level of customer satisfaction.

PROJECT MANAGEMENT DEPARTMENT

All Mobilink's projects are managed here by a highly knowledgeable business - oriented team.
The Project Management Department is responsible for allocating the projects' tasks to the
respective department and then delivering the project to the third parties once done.

OPERATIONS & CUSTOMER CARE DEPARTMENT

Where all day to day issues are dealt with high professionalism in order to ensure all the
services are operating smoothly. The operations department deals with all the region's operators
to make sure that all our third parties are being served with high efficiency. From operations to
customer care here is the true image of Mobilink!

IT DEPARTMENT
You cannot provide cutting edge technology without the best IT personnel. Therefore, Mobilink
recruits only the best IT experts from all over the world. Our IT infrastructure is 100% reliable
for the fact that we use high tech solutions with clustering and load balancing facilities to
maintain our applications and data solutions.

CREATIVITY & CONTENT MANAGEMENT DEPARTMENT

We believe in educating people to use technology. We sense the responsibility to keep our
market informed of the latest wireless trends and that's the essence of Marketing. This is also
where all ideas are created and managed to give Mobilink its true identity.

FINANCE & ACCOUNTING DEPARTMENT:

This department ensures that Mobilink meets its fiscal and fiduciary responsibilities. The
Accounting Division handles payrolls, accounts receivable and payable, and responds to any
related issue from the mobile operators and third party companies. The Finance Division works
with the Business Department to manage Mobilink's budget, implement sound financial policies
and handle all treasury functions.

ADMINISTRATION & HR DEPARTMENT

Mobilink's HR department ensures that only and only the highly skilled are recruited. It also
establishes and maintains healthy internal communications and provides sufficient training to
everyone with respect to Mobilink's ethical and professional standards.

Moblink Culture

Mobilinks corporate values serve as the foundation for its culture, behavioral norms, and
decision making. These values have always been at the heart of our business principles and
success.

Each of our values guides the way we work as an organization and ensures that we not only
meet the needs of our employees and stakeholders today, but work towards sustaining and
enhancing human and financial capital for the future.

These values sum up the culture at Mobilink, and aim to ensure a workplace that necessitates
open and respectful communication and exceptional quality of service to internal and external
stakeholders.
Total Customer Satisfaction
Customers are at the heart of our success. They have placed their trust and confidence in us. In
return, we strive to anticipate their needs and deliver service, quality and value beyond their
expectations.
Respect for People
Our relationships drive our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor.
Trust and Integrity
At Mobilink, we take pride in practicing the highest ethical standards in an open and honest
environment, and by honoring our commitments. We take personal responsibility for our
actions, and treat everyone fairly, and with trust and respect.
Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards and raise the bar
for ourselves everyday. This commitment to delivering world-class quality translates into
unmatched service and value for our customers and all stakeholders.
Corporate Social Responsibility
As the market leader, we recognize and fulfill our responsibility towards our country and the
environment we operate in. We contribute to worthy causes and are dedicated to the
development and progress of the society.

Challenges & Issus Face by the Mobilink

Competitive salary structure offered by market which is overcome by environment we offer.

The employees at Mobilink are very devoted as they are given a wonderful learning
environment to work; pay offered to them is also very attractive chance of progress motivates
them to work more. The job analysis is done on targets assigned and daily routines. The
employees are indeed very satisfied and motivated. Challenge and competitor: Mobilink
consider Mobilink as their competitor because of the reason that at the moment there is an about
more then 24% market is captured by Mobilink. Increased competition during the past three
years provided the momentum to service providers to incorporate various fun elements to their
service. Mobilink is the name of the mobile phone service provided by Pakistan Telecom
Mobile Limited. It will be based on GSM 900 systems and the service will be introduced in
January 2001.Till its age is 4 years

STAKEHOLDERS

1. Landlines Producers and Distributors:

1 Pakistan Telecommunication Corporation Limited

2 National Telecommunication Corporation

2. Cellular Providers Producers and Distributors:

1 Mobilink
2 Ufone
3 UFone
4 Paktel
5 Instaphone
6 Warid
3. Mobile Distributors:
1 Nokia
2 Samsung
3 Sony Ericson
4 Mobile Zone
3. Calling Cards Producers:
1 CallMate
2 BigTime
3 PTCL
4. Payphones Producers and Distributors:
1 Telecard
2 World Call
5. Wireless Phones Producers and Distributors:
1 DV Com
2 GO CDMA
6. Internet Dial-up Providers Producers and Distributors:
1 Comsats
2 Paknet
3 Satnet
4 Cybernet
5 WOL
7. Internet Cards Producers:
1 Hungama
2 Netcard
3 Speednet
8. DSL Providers and Distributors:
1 Comsats
2 Micronet
3 NTC
9. Consumers: Institutions and Individuals
Institutions
1 Corporations
2 Educational Institutions
Individuals: all income groups
1 Very Poor
 2 Poor
3 Lower Middle Class
4 Upper Middle Class
5 Wealthy
Other facilities which consumers of telecom services can rely on:

3 Virtual University
4 Tele-Marketing
5 Online Shopping
6 Online Banking
7 Online Stocks
10. Trends in Employment
a) Telecom Industry
1 Engineers
2 Managerial Staff
2 Marketing Staff
3 Technical and Repair Staff
4 Retailers
b) Governmental Institutions
1 Ministry of IT and Telecom
2 Pakistan Telecommunication Authority
3 Ministry of Commerce
4 Ministry of Industries
5 Board of Investment
6 Special Communications Organization

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 Pakistan’s 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