3. About Parent company:
Orascom Telecom Holding S.A.E. (‘Orascom Telecom’ or
‘OTH’) is a leading international telecommunications
company operating GSM networks in seven high growth
markets in the Middle East, Africa and South Asia, having
a total population under license of approximately 460
million with an average mobile telephony penetration of
approximately 19% as at 30 June 2006. Orascom Telecom
operates GSM networks in Algeria (‘OTA’), Pakistan
(‘Mobilink’), Egypt (‘Mobinil’), Tunisia (‘Tunisiana’), Iraq
(‘Iraqna’), Bangladesh (‘Banglalink’), and Zimbabwe
(‘Telecel Zimbabwe’). Among other international ventures,
Orascom Telecom also owns 19.3% of Hong Kong-based
Hutchison Telecommunications International Limited
operating in 8 countries.
4. INTRODUCTION OF
COMPANY:
Pakistan Mobile Communications (Pvt)
Limited, better known as Mobilink
GSM, is a telecommunication service
provider in Pakistan. 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 31 million and
growing.
5. PRODUCTS OF COMPANY:
Mobilink Indigo and jazz have 15 more
products given below:
Mobilink Indigo
Mobilink Jazz
Mobilink Black Berry
Mobilink PCO
Mobilink WiMax
Mobilink TV
6. Cont…
Mobilink Game
Jazz Cricket SIM
Conference Bridge
PSO Cards
PIA Reservations
Stock Watch
Fax Mail
Corporate SMS
SMS Advertiser
7. Mobilink’s Mission Statement:
“To be the unmatchable mobile
system of communications in
Pakistan, providing the best value
to its customers, employees,
business partners and share
holders”
8. Mobilink's Vision Statement:
“To be the leading Telecommunication
Services Provider in Pakistan by
offering innovative Communication
solutions for our Customers while
exceeding Shareholder value &
Employee Expectations”
9. Mobilink Goals and Objectives:
Business Expansion.
Better service provision.
Retaining the role of a leading telecom
company.
Attract maximum customers and satisfy
them.
Excel in meeting customer needs.
Seek employee involvement, continuous
improvement and enhanced
performance.
10. Mobilink strategies:
Low Priced promotional packages.
Improve Service and gain Market Share.
More Sponsorship in games other than
cricket and football.
Partnering with Corporate Clients.
Effective & Efficient distribution Channel.
Construct layers of target market for
better service quality and gaining lost
customers and retaining the existing, like
corporate segment, middle segment and
lower segment.
11. Cont…
Employee Benefit programs and non-
financial benefits like 'Employee of the
month’
Backward Integration over their
infrastructure vendors and suppliers to
reduce cost and expenses.
Offering services like competitors such as
Call Block Service.
Customer Representative.
Gain competitive advantage via increasing
service speed and response time to
customer.
12.
13. Strength:
Largest Market Share & Highest number of
Subscriber in Pakistan
Strong Brand Image, Indigo leading Postpaid
brand and Mobilink Jazz singular pioneer pre-
paid brand; & sweep two super brands award
2009 & Pioneers with GSM Technology
Wide Network Coverage of 10,000 cities in
Pakistan and over 100 countries with
International Roaming
Engineering and Technological stability at
Mobilink along with competent employees
Current ratio of company to meet its obligations
improved in 2009 to 1.18 from 0.93
14. Cont…
Concern for society and adapt to work
environment needs; active CSR and only
cellular operator to be awarded 6th
Environmental Excellence Award by
NFEH.
First mobile operator in Pakistan to offer
extensive GPRS Roaming and
BlackBerry Roaming services & Best
extensive Network Infrastructure; optical
network and satellite links
15. Cont…
Exponential growth in Revenue in first 3 quarter of
2010
Only cellular service in Pakistan to provide
coverage on the M2 motorway and
implementation of full intelligence network (IN)
platform from Siemens for the prepaid platform
Mobilink's Short Message Service Center allows
Vehicle Tracking and Fleet Management services
Largest Call Center in Pakistan, which is there to
assist the customers 24 hours
Total Assets Turnover and Fixed Assets Turnover
had been low for 3yrs, in 2009 TAT & FAT is 0.09
and 0.22 respectively
16. Cont…
In 2009, Mobilink ranked in top 100
telecom companies worldwide - 3rd
among the 'Brands punching above their
weights' ahead of Airtel, Tata Indicom and
Reliance
Continuous and latest employee training
approaches
Effective and Rapid Communication
within Management
Partnership with MCB to offer all banking
services to Mobilink customers via their
handsets
17. Weaknesses:
Service issues with customers - average
to below average service
Mismanagement due to large network
Huge Expenses incurred, high cost of
material and other expenses
High Tariffs as compared to competitors
& expensive service quality both call
rates and sms
Call Blockage service still not offered
18. Cont…
Sort of bureaucratic style of Management;
biasness by intermediate bosses
ARPU for pre-paid declined from 1.8 to
1.6 but for post-paid inclined to 1.3 from
1.2
Customer Retention
19. Opportunities:
Promotional Packages
Sponsorships for local and International
events
Changing Marketing Mix
Investment and Development
Opportunities
Improved Customer Service and Value
Added Services
Economic Influx both globally and locally
Global Telecom Industry growth is
predicted, both supply push and demand
pull, pursuit of expansion
20. Cont…
Adoption New Technology; Mobile
Wallet and Gift Cards
Merger with VimpelCom; Opportunity to
be Global 5th Largest Telecom
Company
Adopting to MVNO and MVNE services
Local handset manufacturing
Adoption to UTMS- 3G technology up
coming in Pak
Exchange Rate Fluctuation
21. Threats:
Intense Competition – Telenor, Ufone,
Warid & Zong
Inconsistent and Adhoc Regulatory
Environment and Adverse Trade Policies
of Pakistan
Market Saturation of subscribers
Political Instability and Security Concern
Increasing maintenance cost
22. Cont…
Price war between brands in telecom
industry
Natural Disaster; like the recent flood
caused huge losses and the previous
earthquake
Skilled labor attracted to competitors
via better benefits
High Tax Rates
23. 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.
24. Cont….
The variables used for
segmenting the consumer market
demographic as well as
psychographic:
Age
Income
Occupation
Social Class
25. Targeting:
Mobilink’s 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.
26. Positioning:
Developing the offering’s value positioning is
the last part of choosing the value phase of
the value delivery process.
Mobilink’s 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.
27. COMPETITION WITH OTHER
CELLULAR NETWORKS:
Out of 376 tehsils across Pakistan,
almost 77 % are covered with mobile
networks.
In 2005 there were less than 2000 cell
sites erected by all mobile operators
all together for provision of mobile
services. Today total Cell sites of all
mobile operators are more than
17,500.
28. Cont…
In 2010 the share of each company in
mobile market exhibited a Change,
except for Ufone whose subscriber
share remained more or Less the same.
Mobilink kept on loosing its share for
another year in favor of Telenor and
Zong despite its secure subscriber
base, Whereas Warid share in the
market has dropped significantly.
30. MANAGEMENT FUNCTIONS:
Planning (Selecting goals & ways to
achieve them)
Goals are set by parent company.
Strategic goals are set by 4 think tanks
within an organization in contact with
foreign think tanks in Egypt.
Every employee work individually to
achieve common directed goal in
autonomous (as long as it can be
stretched) way.
Hive mentality method (every employee
think alike), follow target achieving method.
31. Controlling (Monitor activities
and make corrections)
Reporting is mechanism of monitoring.
President reports to Parent company.
Employee empowerment, delegation of authority
(span of control).
Each employee has autonomous control, no
need to follow hierarchy/chain of command in
order to make correction and confirmations, can
contact management personnel at top in case of
need and urgency and make corrections by
themselves whatever the position.
Monitoring activities as responsible employee
within the specified limitations/goals but
specified limitations/goals have enough
elasticity.
Little direct supervision (Org structure)
32. Leading (Influence)
Leaders of team/departments in major
cases/scenarios follow consensus.
Take consideration of suggestions,
feedback of each employee in teams for
better outcome.
Very friendly leaders with high
communication skills to convey ideas /
orders back and forth.
Increasing motivations and participation.
33. Organizing (Assign responsibility
for task accomplishment)
Department based task, e.g.
Finance department deals with financial
matters of the company.
Customer care marketing department deals
with competition.
Deals in support centre, call centre, service
centre (franchise, charity etc.)
Strategy department deals in planning.
Sales department deals in sales.
HR department deals in workforce
decision.
34. ORGANIZATIONAL
STRUCTURE OF MOBILINK:
Although, all departments in an organization
play a vital role in achieving goals and
objectives. Mobilink has cross functional teams,
decentralization, low formalization, open
communication network, minimal formal rules,
and wide span of control. Yet the major
departments are as follows:
Marketing
Finance
Human Resources
Customer Care
Strategy
Sales
35.
36. PROBLEMS FACED BY COMPANY:
Cultural Difference:
Mobilink is a multinational company having
thousands of employees from different areas and
having entirely different culture, it faces a great
problem in its day to day business activities.
Connectivity issue:
The temporary connectivity issue faced by
Mobilink users was caused by a software problem
that occurred because of up gradation of systems
in Lahore. Mobilink service was also affected after
an exchange in Islamabad caught fire resulting in
downtime of services for almost a day. These
problems caused serious effects on their
customers.
37. Cont…
Information overload and message
com
Mobilink in Lahore is the land office in
Pakistan which deals to the whole
Pakistan. There are million of
message which come from customer
and they have not enough time to read
and reply, thus barrier in
communication.
38. CONCLUSION:
Mobilink is following all management
functions effectively, as it is the subsidiary
of Orascom, corporate strategies are
developed and communicated from the top
level.
Region is accountable to the parent
company from where instructions are
received and applied in the organization
nationwide.
Mobilink has a friendly environment where
each employee is empowered to exercise
delegated powers and has an authority to
directly contact the president, if need be.
39. Cont…
Mobilink has research setup that identifies
emerging local opportunities and makes
suggestions to the parent organization.
They are agile to adopt latest technologies,
launch innovative products & services, and
offer a learning environment to its
employees.
Marketing team at Mobilink is working at
the best of their abilities in designing and
executing distinctive marketing approaches
in such a competitive local telecom
scenario.
40. Cont…
Vindicated Compensation planning
and exquisite retention policies
have enabled Mobilink to hire and
retain best professionals in the
industry.
Mobilink has proven itself as a
socially responsible corporate by
participating in charity and
education programs that support
the poor.
