A Brief Analysis on WorldLink Communications Ltd.prayashrajkoirala.com.np/.../2020/03/A-Brief-Analysis-on-WorldLink_.… · backbone and buys IP bandwidth from various IP transit

A Brief Analysis on

WorldLink Communications Ltd.

A Brief Analysis on WorldLink Communications Ltd. Prayash R. Koirala

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Table of Contents

EXECUTIVE SUMMARY ..................................................................................................................5

BACKGROUND ...............................................................................................................................6

WORLDLINK’S CUSTOMER JOURNEY MAP .......................................................................................8

INTERPRETATION & ANALYSIS .....................................................................................................9

PRODUCT ........................................................................................................................................................9 I. AVAILABLE PACKAGES ........................................................................................................................................... 9 II. QUALITY OF INTERNET ........................................................................................................................................... 9 III. NETTV ................................................................................................................................................................. 10 IV. GO DISCOUNT APP ............................................................................................................................................. 10 V. TIME BACK ........................................................................................................................................................... 12 VI. SAFENET ............................................................................................................................................................ 12 VII. WIFI MOBILITY .................................................................................................................................................. 12 PLACE ............................................................................................................................................................... 13 I. WEBSITE AND SEO .............................................................................................................................................. 13 II. WEBSITE SPEED AND RANKING ........................................................................................................................... 14 III. META/MARKUP ................................................................................................................................................... 15 IV. KEYWORD FOCUS ............................................................................................................................................... 15 V. AVERAGE SEARCH RANK ................................................................................................................................... 15 VI. LANDING PAGES ................................................................................................................................................. 16


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VII. MOBILE HOMEPAGE .......................................................................................................................................... 16 VIII. WEBSITE INFORMATION .................................................................................................................................... 17 IX. WEBSITE’S USER EXPERIENCE.......................................................................................................................... 17 X. CUSTOMER SUPPORT.......................................................................................................................................... 18 XI. SOCIAL PRESENCE ............................................................................................................................................. 20 XII. SOCIAL MEDIA SENTIMENT ............................................................................................................................... 21 XIII. SOCIAL MEDIA OPTIMIZATION (SMO) ............................................................................................................. 22 XIV. OFFICES AND OFFICE HOURS ........................................................................................................................... 23 XV. MYWORLDLINK APP .......................................................................................................................................... 23 PRICE ............................................................................................................................................................. 24 PROMOTION .................................................................................................................................................. 26 I. PROMOTIONAL OFFERS........................................................................................................................................ 26 II. REFERRAL MARKETING ....................................................................................................................................... 26 III. CORPORATE SOCIAL RESPONSIBILITY (CSR) .................................................................................................. 26 OTHER FACTORS ......................................................................................................................................... 27 I. CUSTOMER SUPPORT STAFF................................................................................................................................ 27 II. TECHNICAL ON-GROUND STAFFS ....................................................................................................................... 27 III. ROUTER ............................................................................................................................................................... 27

FINDINGS & RECOMMENDATIONS............................................................................................... 28


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Executive Summary

The paper has been written to provide an overview of the existing aspects of WorldLink

Communication Ltd. The data has been collected through multiple first party, second party and

third-party sources. A minor social media survey conducted by the author, and personal experience

acts as a primary source of data whereas multiple websites, social media pages, and other news

sources.

The paper intends to serve as a white paper for the company in analyzing multiple aspects including

the customer journey mapping, four P’s of marketing, and a few aspects of the current FTTH plan

and services offered. Further, the paper provides some of the findings and suggestions to improve

the available services. Report highlights the major value proposition to be focus and the major

services to be focused into. With increasing competition in the market, use of loyalty programs shall

act as a long-term strategy to fend off the competition and have better customer retention result.

This paper is only published for unofficial use and is free of any copy rights for reuse. However,

any use of the document is suggested to be only made with prior consent of the author at

[email protected] .

mailto:[email protected]


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Background

Being established in 1995, Worldlink is one of the most popular Internet Service Providers (ISPs)

in Nepal. As the company’s website states, “At present WorldLink owns its own leased fiber

backbone and buys IP bandwidth from various IP transit locations of the world at Mumbai, Chennai,

Singapore and London interconnecting with various service providers like TATA, Airtel, Singtel and

Cogent. It also interconnects with various Internet Exchange like NPIX in Nepal, Equinix in

Singapore and LINX in London. Beside purchasing IP transit WorldLink also partners with various

Content Delivery Network (CDN) like Google, Facebook and Akamai and host their servers serve

the content locally.”

With its presence in over 68 districts of the country, the company has the widest coverage in terms

of fixed broadband (cable/FTTH). The company has been known for its aggressive expansion and

marketing campaigns including promotional offers providing free NetTV and a TV set during 2019.

Moreover, the company has provided thousands of WI-FI points across the several public spaces

across the country.

The company was also the largest taxpayer from the IT industry in the fiscal year 2075/76. There

was an announcement was made in October 2019, stating that UK’s CDC Group would make $12

million investment to the company. With the investment flowing into the company, the company is

sure to make aggressive expansion plans over the years.


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Recent data reveals WorldLink to have the largest market share of over 45% in the country making

it a strong leader in the market.

Figure: Market share distribution as of Kartik 2076 (Oct/Nov 2019)

Source: IT Entrepreneurs of Nepal (Facebook Group) | (Derived from NTA MIS Report)


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WorldLink’s Customer Journey Map


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Interpretation & Analysis

PRODUCT

I. Available packages

There are four major packages available for home-based customers. They include 25Mbps plan

with 1 NetTV subscription, 40Mbps plan with 2 NetTV subscription, 40 Mbps plan with 3 NetTV

subscription, and 60Mbps plan with 3 NetTV subscription. All of these packages include NetTV

with all the channels, SafeNet, GO Discount App, Time Back, and WIFI Mobility. Unfortunately,

the website does not provide details on how some of these features/services can be availed by

the subscribers. The packages currently provided by other competitors in the market is similar.

II. Quality of internet

As most of the ISPs, WorldLink too seems to have a lot of criticism in terms towards the internet

speed. The speed of the internet highly depends on multiple factors including the placement of

the router, the location in which the service is being provided, the usage pattern, and number of

users. However, speed is one of the major criticisms being faced by the company.


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III. NetTV

NetTV is an IPTV service being provided for free to all the internet subscribers by the company.

Being an internet-based system, the quality of internet has a major impact on the performance of

NetTV. While buffering is one of the major issues for NetTV, usability is another one. NetTV has

more features compared to other dish based wireless systems. Resultantly, it seems to have poor

user experience caused due to complexity in using, and bugs & errors causing an issue. Lack of

a proper user manual and tutorial to use the system has added more confusion to the users.

IV. Go Discount App

This app provides privilege discounts and deals at 750+ outlets ranging from restaurants, retail

stores, fitness centers, and many more. However, despite having a download number of over

10,000 in the Playstore, the app has an average rating of 2.3 and does not load as of now in most

of the mobile phones. The problem has persisted over several months. Moreover, the website

lacks a proper instruction on how the app can be downloaded, or how the users can use it.


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GO Discount App with its preloader Screenshot of user reviews and the average rating (top)

of the app


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V. Time back The time back feature allows the users to entail compensation in case the issue(s) of the

users are not responded within 24 hours of time. Yet, the tricky part for the users in this

case is the term “responded”. It is unclear to the users whether “respond” refers to problem

being acknowledged, or problem being resolved within 24hrs.

VI. SafeNet Safenet acts a child-lock feature enabling users to enlist the users to either block a group

of similar websites (eg. Social media sites), or specific websites.

VII. WIFI Mobility No information has been provided on the website regarding what this add-on actually is.

Website enlisting about WIFI Mobility feature


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I. Website and SEO

Keyword popularity of three competitors over time in Google over the time (since 2004).

PLACE


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II. Website speed and ranking

When tested1 WorldLink’s website is relatively cleaner, and the site load time is moderately

quicker (scored 72 for desktop) compared to Vianet (scored 11), Classic Tech (scored 79), and

Subisu (scored 52). The site’s ranks2 110 in the country with its closest contender Vianet which

ranks 125.

1 Google’s Page Speed Insight Tool

2 Alexa Ranking


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III. Meta/Markup Although the website looks neat and clean, no meta tags or meta elements are missing on the

pages. This can not only have an impact on the ranking of the website but also can make an

impact on the click-through-rate even when there is high impression on the search engines.

Moreover, the heading tags (H1, H2, H3) seem to have been improperly kept with irrelevant

keywords on them, and the images do not have alternative text on them. There also exists

inconsistency in the page titles.

The website has missed using schema markup to enable its better presence with rich results

on the search engine. For instance, having a schema with proper tagging of the customer

support number would have higher possibility of the number clearly being displayed as a rich

result which would ultimately help in better customer support or user experience.

IV. Keyword Focus

Although a fair number of keywords have been used, it seems that not much focus has been

given on the keywords on the website. For instance, the search engine detect focus on “12

months” to be more than the keyword “high speed internet”.

V. Average Search Rank

The search rank for some of the popular keywords related to internet or ISPs is good for the

website. Most of the keywords that were checked had results appearing on the first page.


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VI. Landing Pages Landing pages built for certain offers seems to be mobile responsive in nature which is good.

These pages do not have page title which might not be a big issue, however, is a flaw.

VII. Mobile Homepage Although the landing pages seem to be mobile responsive, the home page of the company

itself is an unresponsive one. Unable to see the information with clarity, mobile users are sure

to have poor experience looking for plans and offers available on the website.

Screenshot of the mobile unresponsive homepage


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VIII. Website information

There is quite a few information on the website that are outdated and needs to be updated. For

instance, the page containing list of offices of WorldLink states that “WorldLink's Offices and

Collection Counters are located in convenient locations throughout the valley and are open

from 9:30 AM to 6 PM (Summer), 9:30 AM to 5 PM (Winter) every day except public holidays

and Saturday.” However, the offices are open from 7am until 7pm in the evening.

IX. Website’s User Experience

There are two different places in the menu from which users get to the FAQ page. This creates

confusion among the users. In one of those FAQ pages, there are quite a few good FAQs and

video tutorials that are on the website. Yet, the number of FAQs and the tutorials in the page

are too less, and the video tutorials do not incorporate the new app version with updated UI.

Moreover, the new FAQ page (https://worldlink.com.np/faqs/) does not have URLs in some of

the menus (eg. Contact) and the logo.

https://worldlink.com.np/faqs/


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X. Customer Support

Most of the complaints will all the ISPs including WorldLink has been with regard to the speed

of the internet and customer support. Comparatively, WorldLink is known for its better customer

service. Its promptness with 24X7 support, and app, email and SMS based notification system

is highly recognized among satisfied customers. However, one of the major issues with

WorldLink’s customer support has been the lack of toll-free number in customer support. This

has resulted in customers paying a high price for customer support. Another issue has been

the increased wait time for the customers. At the same time technical issues such as unable to

hear the voice, noise disturbances, or call being dropped frequently during the conversation

has been noticed.

There are also few other channels such as Facebook page and website chat system for

customer support during regular office hours. Further, myWorldLink app has feature to report

issues and see the updates. Removal of the dB reading from the app which has led to suspicion

over WorldLink trying to hide the speed issues by reducing the access of such information to

the user.


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Few remarks regarding the internet and customer service from WorldLink


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XI. Social Presence

WorldLink has its presence on Facebook, Twitter, Instagram, Linkedin and Youtube. The twitter

handle setup in June 2016 has not been updated since February 2018. The rest of the channels

are however active.


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XII. Social Media Sentiment

ISPs struggle in maintaining a better reputation/reviews over the social medias. Same is the

situation with WorldLink’s channels. While Twitter handle of the company does not have much

comments or engagement, the rest of the channels have a fair amount of engagement but has a

lot of negative comments over most of the posts.

Screenshot of comments made over Facebook and Instagram posts


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XIII. Social Media Optimization (SMO)

The landing page developed for new offer seems to lack OG tag in them due to which the post

seems to look unformatted and unattractive for the users when posted in the social media.

Screenshot of thumbnail preview of unoptimized link of new offer when being posted on Facebook


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XIV. Offices and office hours

WorldLink has fair number of branch offices and ways to get connected. Moreover, office hours

being extended from 7am to 7pm has provided WorldLink a competitive edge over customer

service.

XV. myWorldLink App

The app is a handy one providing information on the status of the internet, expiry date of the plan,

access to SafeNet feature, WIFI management and monitoring, complain registry and status check,

and several other features.


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PRICE The subscription plan of WorldLink is a little above its competitors. Price of Worldlink Vs Others:

ISP Plan Type

Free Goodies Price Installation Cost (incl. Rs.500 deposit)

1 month 3 months

12 months

1 month 3 months

12 months

WorldLink 25mbps NetTV (1 user), SafeNet, GO Discount App, Time back, Wifi Mobility

1500 4500 15000 2000 1500 1000

40mbps NetTV (2 user), SafeNet, GO Discount App, Time back, Wifi Mobility

1850 5400 17500 2000 1500 1000


2000 5800 18500 2000 1500 1000


2700 7800 26000 2000 1500 1000

ViaNet 20Mbps NetTV, Service Assurance, Viasecure (1month)

- 3300 11400 - 3000 2500

30mbps NetTV, Service Assurance, Ultraboost (3GB & 15GB), Viashop, Viasecure (1month)

- 4500 13500 - 3000 2500


- 5100 15300 - 3000 2500


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As per the pricing plan, WorldLink seems to have the highest price in the marketing compared to

its closest competitors when comparing it to the recurring charges. However, the WorldLink has

a competitive edge over the installation charge.


- 6450 19140 - 3000 2500 Classic Tech

30mbps Prabhu TV, 2 months free on 12months subscription

- 4500 12600 - 3000 2500


- 4950 13800 - 3000 2500


- 6300 18000 - 3000 2500

Subisu 25mbps Clear TV, Free 1 month on 3 & 6, & 3 months on 12 months plan

1600 4518 8121 2654 1770 884

35mbps Clear TV, Free 1 month

on 3 & 6, & 3 months on 12 month plan

1800 5118 16987 2654 1770 884

70mbps Clear TV, Free 1 month

on 3 & 6, & 3 months on 12 months plan

2500 7218 25387 2654 1770 884


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PROMOTION

I. Promotional Offers WorldLink played the role of an initiator in terms of providing a never before offer during Dashain

(October 2019). The offer provided a 32inch TV set for free when subscribing internet. The

company was also the first to offer free IPTV (NetTV) upon subscription of internet package. The

recent offer has been “heaternet” offer providing free heat blower with the subscription. Offers and

promotions by WordLink have been considered to be marketing leading; the once being closely

followed by the competitors.

II. Referral Marketing Under the referral marketing, Worldlink provides free one month of internet to the referrer and free

NetTV and setup box to the person who subscribes a 3 months or 12 months plan. Previously, it

had referral offer providing Rs.750 worth internet for each referral that was made. Prior to that the

offer was three months of free internet by referring to three different people.

III. Corporate Social Responsibility (CSR)

There is very less heard about WorldLink’s CSR projects. Be it WorldLink’s free public WIFI

around thousands of places or free WIFI at Dasrath Stadium during the recent SAFF Game series,

WorldLink seems to have less interest in presenting any of its initiatives a CSR project. Recently,


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it has been heard that WorldLink has signed an MOU with DFID’s collaborative initiative (known

a “SEP”) to provide fiber technician training to new batch of people generating new skills and

employment opportunities amongst the citizens of Province 2 in Nepal.

OTHER FACTORS

I. Customer support Staff There are not much complains regarding the behavior of the customer support staffs on the

social media so far. However, the major complain has been towards customer support staffs

being unable to resolve the issue.

II. Technical On-ground Staffs Little or none have been heard or seen in terms of the behavior or ability of the technical staffs

who visit the home for new connection or maintenance service.

III. Router A few complaints regarding the new Nokia router has been seen. Customers have said that the

previous router had better signal strength due to the antennas and the previous one had better

heat exhaust compared to the new Nokia routers.


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Findings & Recommendations

i. WorldLink has been a market leader over the year with its competitive edge over the

coverage area, promotional campaigns, and customer service. Thus, company needs to

keep on improving these three different aspects and has to keep up with conveying

the clear value proposition to its market segment.

ii. As there has been a lot of complains from the customers regarding the quality (speed)

and range (signal strength) of the internet, company shall focus on these factors for better

customer retention, better reviews, and increase in market share. For this, the company

can invest in providing user manuals to the new customers after the setup. Further,

the technical staffs can provide a brief overview of the services available and the ways

in which customers can use the mobile app and other available services. Integrating the

FAQ section and the tutorial videos on the myWorldLink mobile app can provide a

one place solution for the users in case of any issues. Another solution could be

incorporating a brochure to the new subscribers along with information (including a QR

code) regarding how to download all the apps, and their uses.

iii. A user manual for each of the NetTV subscribers shall provide guidelines with regard

to any troubleshoot or bugs.

iv. The issues existing with the GO Discount App shall be fixed as soon as possible. The

app can be upgraded with new features which will have a better notification system.


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The app’s newer version can take the GPS location of the user and provide notification

regarding the discount that the user can avail at the place where the user has visited.

v. To increase the brand loyalty and increase the users on Go Discount App, gamification

can be introduced. This will allow the users to earn points as they pay or subscribe the

internet plans and use them for further discounts to renew the internet plans or to gain

discounts on the merchants listed on the Go Discount App.

vi. Only a few users seem to be concerned or aware about the free goodies provided to for

each of the subscription plans. Thus, the users shall be thoroughly explained or

information about these shall be disseminated through mobile app, brochures, social

media pages, and the website.

vii. Some focus on following and implementing better SEO guidelines shall be made to have

richer and better search engine ranking and better user experience.

viii. Website shall be regularly updated when new features being rolled out. And, so shall

be disseminated to the users through mobile notifications or through other possible

platforms time-to-time.

ix. OG Tags and Schema shall be added on the landing pages as a part of SEO and SMO

effort.


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x. There is an urgent need to transform the homepage into a mobile responsive page

since the number of mobile searches is incrementing over the years. This can have better

results in the number of leads or conversions.

xi. A few bug fixes on the website shall be made.

xii. There are a lot of features for the Facebook page that can be added which are not yet

seen on the page.

xiii. Focus on social media channels shall be continued. Twitter can be another important

platform to be considered in having wider reach and to gain feedbacks from the users.

Listen, Analyze, Relate, and Act (LARA) framework can be an important aspect in

understanding the market dynamics to offer better solutions for the customers and have

better social media posts as per the market trend. The framework can provide better

positivity in the social media channels.

xiv. Since a lot of complains have been regarding the strength of the routers, offers such as

free WIFI extenders can be useful for the users. Another unique offer could be provision

of mobile phones or tablets integrated with basic applications useful for the kids (including

the NetTV’s educational resources and Youtube for kids) could be a possibility.

xv. Upon having a good user base the company can diversify into online electronics store

in the GO Discount App selling wide range of networking and electronic products. Further,


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the current branches can be expanded into retail WorldLink stores enabling the

company to run brick and mortar.

xvi. With over 2000 employees, employee feedback in terms of internet quality and service

can be used as a survey tool.

xvii. With increased online reach and popularity of vlogs, blogs, Instagram channels, and

stardom, marketing efforts such as affiliate and influencer marketing can be

introduced to see their effectiveness.

xviii. Focus on promoting the company’s CSR efforts for better brand recognition and

image.


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Thank you!

For any queries or question please feel free to contact

Prayash R. Koirala at [email protected]

mailto:[email protected]

Documents

A Brief Analysis on WorldLink Communications Ltd.prayashrajkoirala.com.np/.../2020/03/A-Brief-Analysis-on-WorldLink_.… · backbone and buys IP bandwidth from various IP transit