Group Members

Introduction of cellular industry in Pakistan.

Comparison of Ufone and Mobilink Products & Services Prices Placement Promotion ( With videos)

SWOT Analysis Conclusion

Our Presentation Includes:

Cellular industry of Pakistan

cellular industry of Pakistan

Cellular industry commenced in 90’s when two liceneses were given to paktel and pak com (Instaphone)

Pakistan has emerged as one of the fastest growing mobile markets among the developing nations.

12.7 million in 2005 34.5 million in 2006 76.9 million 2007 90 million subscriber mark in September 2008. Changes have been made recently in PTA policy.

Current Cellular operators in Pakistan

Mobilink, the Pakistani unit of Egypt-based telecom company Orascom. It has been operating in Pakistan since 1994. Subscriber share is 35% at the end of Sep 2008.

Ufone a wholly owned subsidiary of Pakistan Telecommunication Co. Ltd (PTCL),started its operation in Jan 29, 2001 It has 21% of subscriber share.

Warid, owned by the Abu Dhabi group of the United Arab Emirates and sister of Wateen group started its operation in may 25, 2005. It has now 18% market of subscribers. Recently it sold 30% share to SingTel.

Norway’s Telenor, has started its operations in March 15 2005 having a billion US dollar investment in Pakistan. It has about 20% of the market share.

CMPak (Zong brand), formerly Paktel, was the latest target of foreign acquisition. After it got acquired by China Mobile it was rebranded as Zong and launched one of the most successful and aggressive campaigns. Within a matter of few months, Zong has achieved a 6% market share.

Introduction

Mobilink GSM a subsidiary of ORASCOM telecom.

Mobilink started its operations in 1994.

Mobilink’s Pakistan Premier Cellular Company have 35% market share.

Mobilink is currently the market leader of cellular company in Pakistan.

Ufone is a subsidiary of PTCL.

Start operations in Jan 2001.

Ufone Pakistan cellular company have 21% market share.

Currently second largest cellular operator in Pakistan.

Now 26% shares owned by Etisalat.

Products

Prepaid

Jazz one Jazz budget Jazz easy Jazz ladies first Jazz octane Sms fever

Prepaid

Ufone life Package Ufone Public

Demand Ufone Panch ka

Pandra Package Uwon Package Ufone ghanta

Package

Product

Postpaid

Indigo Freedom Plan 1,2,3,+3,4

Indigo Freedom Unlimited

(Basic,Premium)

Postpaid

Ufone ZLR Ufone Ease Ufone Value Ufone Extra Ufone Postpay

Unite

Services

Jazz recharge Jazz advance Jazz life time

connection Jazz share Jazz club red GPRS / MMS Mobilink PCO

U top up U loan U share GPRS / MMS Voice mail Phone book saver U circle Ufone walkie talkie Call waiting

Services

Jazz Ezetop Jazz Bolo sms MobiTunes Mobilink

Infinity(broad band)

Citi Mobilink credit card

Mobilink Tv

CLI Infoservices Horoscopes Daily quotes Dictionary Ufone dosti Ufone song catcher Ufone self sevice

kiosk

Services

Mobi safe Sms scheduler Holy sayings Mobilink G.I.30 The ring tone club Mobi greetings

UHealth UKissan Ufone mastermind Ufone call block Ufone music station UGames

Pricing

Prepaid

To mobilink

To others

sms Rs 1.0 Rs 1.5

callRs 1.0/ min

Rs 1.6/min

Prepaid

To Ufone

To others

sms Rs .50 Rs.1.0

call Rs 1 Rs 1.60

Pricing

To Mobilink

To Others

Sms Rs 1.0 Rs 1.5

Call

Rs .90 per 30 sec

Rs.99 per 30 sec

To Ufone

To Others

Sms Rs .50 Rs 1.0

CallRs .99 per 30 sec

Rs .99 per 30 sec

Pricing

To Mobilink

To Others

Sms Rs 1.0 Rs 2.0

CallRs 2.50/min

Rs 2.50/min

To Ufone

To Others

Sms Rs .50 Rs 1.0

Call

Rs 1.125 per 30 sec

Rs 1.25 per 30 sec

PricingPostpaid

Details

Freedom Plan Freedom Unlimited

1 2 3 3+ 4 BasicPremium

SMS Rs/msg 1.00 1.00 1.00 0.75 0.50 0.20 0.20

Call rate Rs/min 2.00 1.50 1.25 1.00 0.60 0.30 0.30

Pricing

Postpaid

Placement the largest cellular network of

the country Mobilink. Mobilink has set up one of the

largest cellular networks in the country.

Currently, Mobilink are covering more than 10,000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion.

Mobilink also have deployed around 5,000 km of optical cable.

• Mobilink have franchises

throughout the country.

Ufone has invested about $ 500 M on its placement

Provides network coverage is 4745 destinations which keeps you connected.

Provides International roaming (130 countries)

Ufone has 200+ sales & customer centers across Pakistan.

In Peshawar its customer center is on main University road providing best satisfaction to customers

Placement

International roaming in130 countries with more than 300

partner operators worldwide. Scratch cards & jazz load is

available in every city with retailers.

Mobile In-Flight Roaming.

Scratch cards & U top up is available in every city with retailers.

In-flight roaming

Promotion

Through Electronic media( PTV,Geo, Dawn News etc)

Through Print media.( The News, Dawn, Daily times , Magazines)

Sign Boards/ Bill boards Special events. Mobilink-Avis Partnership

Avis—a global brand and the world’s leading car rental company to offer discounted car rental rates to all Mobilink

postpaid customers.

Ufone promotes its services & products through electronic media (Tv & satellite channels) , print media(News papers,magazines)

By sponsoring different events like games. Shows, movies

In domestic Twenty20 cricket series Islamabad’s team was sponsored by Ufone.

By sending sms to its customers

By sign boards and bill boards

Promotion

Citibank Joint Promotion

Mobilink has other initiative to promote Mobilink indigo by joining hands with Citibank.

Corporate social responsibility

Mobilink believes in playing an active role in supporting the community and social development of Pakistan .

Mobilink got very interactive website providing all the necessary information

Ufone Talk and Fly with PIA Offers Dubai return ticket

(international calls) U Kisaan Service Introduction of Black Berry to

prepaid customers Phone b Ufone b Ufone website is very

attractive and providing all the necessary information.

Strength  Market leader/Market share Coverage in more then 750 cities and villages Extra services Aggressive marketing strategies Quick response to complaints Brand Image 

Weaknesses At times poor service At times no Network coverage A bit Expensive

Opportunities International Market Better service in Future

Threats Competitors ( Ufone, Telenor, Warid and Zong) Legal environment, government interference PTCL has been given license for cellular operation

SWOT Analysis of Ufone STRENGHTS

Government backing Good quality service Pakistan's second GSM network Established customer base including lower middle class Coverage on GT road 60% Highly motivated and trained work force.

WEAKNESSES: Less coverage in remote areas Not targeting the rural areas at the moment No proper planning to cater the excessive demand

OPPORTUNITIES: They can start their services in other cities of Pakistan As they are the subsidiary of Pakistan telecommunication limited, they

can acquire as much fund needed to improve their technology They can also target corporate sector

THREATS Competitors ( Mobilink, Telenor, Warid, Zong) Legal environment, government interference PTCL has been given license for cellular operation

Conclusion

Moblink and telenor lost 1% of their market share which is gained by Zong.

Ufone and Warid market share remained unchanged.

conclusion

0

2

4

6

8

10

12

14

16

18

Mobilink

Ufone

Warid

Telenor

Zong

Out of total 50 mobile users: Mobilink : 17 Ufone : 11 Warid : 7 Telenor : 10 Zong : 5

Conclusion

Mobilink has a vast coverage but high prices as compared to Ufone.

Ufone has low prices that’s why lower and middle class customers prefer it, especially students.

Mobilink is mostly used by business community and elite class.

Mobilink has clear call voice than Ufone.

In short Mobilink is better than Ufone despite of high pricing.

Questions…

?