Introduction

Mobilink GSM –Introduction

Pakistan Mobile Communications Limited (PMCL) better known as
Mobilink GSM is a 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 millihon 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 June-2006.

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Facts About Mobilink GSM
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

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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.
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.

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Strategy and Management

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.

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 Mobilink’s 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. 　

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.
　 　
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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.
　

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

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 doesn’t 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

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 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 Advance

Targets Jazz Family Members with Additional balance benefit to

help them talk some more!

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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.

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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Conclusion

Mobilink is the fast growing network of Pakistan

It providing the facilities to customers

Mobilink GSM is reshaping lives and it is facilitating about 3 crores

peoples

It is facilitating cutomers 24 hours with the largest customer care

center

It is providing different packages to the customers which are fully

enjoying by the customers