WorldCall EvDO Marketing Report

F a c u l t y N a v e e d I l y a a s

[ M o h s i n A y u b ] [ M a r i a I q b a l ]

[ A l i s h b a K h a t r i ]

WorldCall EvDO Marketing Term Project Report [The first draft of the report discusses about the internet broadband industry, background of WorldCall Telecom Ltd, the launch of EvDO services, its market competitors and deployed marketing strategies.]

Term Project Report

2 WorldCall EvDO Term Project Report

AABBOOUUTT TTHHEE CCOOMMPPAANNYY WorldCall Telecom Ltd. (WTL) has been operating since 1996. The company started its services with only two products Wireless Phones (Wireless Local Loop WLL) and Cable TV, gradually it diversified its market and entered in to Cable Broadband Internet market and then in Wireless Data Services in 2006. Wireless Data Service (CDMA 1x) was pioneered by WorldCall Telecom Ltd through it’s already setup CMDA voice network, the data service (internet service) was provided on the wireless handset of WorldCall at a speed of 384Kbps. This was the first step in ‘wireless on the go’ concept that WorldCall launched, growing intensively the company upgraded its technology to CDMA 3x Network, which was a 3G revolution, and this was also first of the class launch in Pakistan by WorldCall. The Wireless Data Services on to go got a rapid boom, as the technology was a very good solution to the consumers who needed the internet everywhere they wanted. WorldCall Telecom named this product as EvDO (Evolution Data Optimized) since technologically it optimized the data codes and provides a data rate of 2.1 Mbps which is equal to the broadband cable service. WorldCall offers flexible packages on this EvDO device (256Kbps, 512Kbps and 1Mbps) and comes in different brands to suit the customer needs like (USB Device for unpowered single user) or (Wi-Fi Router for multiple user distributed service). WorldCall at the current moment offers multiple consumers and corporate services which includes Fiber Sharing Wireless Site Sharing Wireless Broadband Cable Broadband Digital TV Cable TV Video on Demand Wireless Prepaid / PCO Phone

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CCOOMMPPAANNYY’’SS VVIISSIIOONN We at WorldCall are committed to achieving dynamic growth and service excellence by being at the cutting edge of technological innovation. We strive to consistently meet and surpass customers', employees' and stake-holders' expectations by offering state-of-the-art telecom solutions with national & international footprints. We feel pride in making efforts to position WorldCall and Pakistan in the forefront of international arena.

CCOOMMPPAANNYY’’SS MMIISSSSIIOONN

WorldCall Telecom Ltd

Data Service

Wireless Broadband

Cable Broadband

Media Share

Backbone Fibre share

Wireless CDMA Tower Share

Voice

Prepaid Phones

Postpaid Phones

PCO / Payphones

Entertainment

Cable TV

Video on Demand

Digital TV


In the telecom market of Pakistan, WorldCall to have an overwhelming impact on the basis of following benchmarks: Create new standards of product offering in basic and value added telephony by being more

cost effective, easily accessible and dependable. Thus ensuring real value for money to all segments of market.

Be a leader within indigenous operators in terms of market share, gross revenues and ARPU within five years and maintain the same positioning thereafter.

Achieve utmost customer satisfaction by setting up high standards of technical quality and service delivery. Ensuring the most profitable and sustainable patterns of ROI (Return on Investment) for the stake-holders.

TTHHEEIIRR VVAALLUUEESS

IINNTTEEGGRRIITTYY They stay committed to maintain long term and trust worthy relationship with shareholders featured by adequate information disclosures and equitable and prudent sharing of rewards of growth. PPEEOOPPLLEE Their team and their employees are the most important assets from which their strength emanates. They know that no one can achieve any success alone and we believe that success of their employees and the success of the Company are inseparable. For the purpose they facilitate their employees by giving them opportunities, training and necessary resources and through recognizing their talent. CCSSRR WorldCall strength is reflected by their belief in and adherence to a set of glorious values. These values teach them that they should always look friendly, committed and nurturing. They always stand stood every time when there is a need for them in the society. Recently they have started a donation facility for the patients of Shaukat Khanum Memorial Hospital which pays Rs. 100 on their each sale. CCOONNSSUUMMEERR’’SS CCEENNTTRRIICC WorldCall always strive to stay efficient and effective in terms of meeting the expectations of our valuable customers and delivering them the unmatched value, utility and experience. Our customer's satisfaction and ease is what drives us from one height to another.


AABBOOUUTT TTHHEE PPRROODDUUCCTT

PPRROODDUUCCTT CCLLAASSSSIIFFIICCAATTIIOONN

Portability and Mobility No Power Required Plug and Play Unlimited Downloads

WorldCall Wireless Broadband provides fast internet broadband directly to your PC/Laptop. It is a small USB device that keeps you wirelessly connected over the internet. WorldCall Wireless Broadband operates on EVDO Rev A, a 3G CDMA technology that is capable of express download speed at 3.1Mbps as well as fast as significantly fast upload speed of 1.8Mbps. The plug & play feature of EVDO (USB device) enables seamless and prompt connection. Plug the device and start surfing the internet no configurations required. Another important feature of this device is that there is no power/ recharge is required for the USB device; you can enjoy the internet facility anywhere whether you are in the car or sitting in the park. WorldCall Wireless Broadband provides a unique service that supports a wide range of broadband entertainment, information and communication applications and that too without having to count the bytes. It can download and upload movies, music, images or whatever and how much you like without any limitations in the bandwidth. Following are the benefits of the WorldCall Wireless Broadband EVDO device:

Always on with Seamless connection Connectivity anywhere within Karachi Hi-speed data connection Supports all operating system Uninterrupted internet access A secure reliable connection No additional antenna or cable required No busy signals


PPRROODDUUCCTTSS OOFFFFEERREEDD

ADU-510A

EC-168C

ADU-520A

AWR-500D

PPRROODDUUCCTT CCOOMMPPAARRIISSOONN Type Model Target

customer Capacity Multiple

users Price

256Kb 512Kb 1Mb USB ADU-520A Corporate

Customers Yes Yes Yes No Rs 4,000

USB ADU-510A Home Users/ Corporate Customers

Yes Yes No No Rs 3499

USB EC-168C Home Users Yes Yes No No Rs 1299 Router AWR-

500D Home Users/ Corporate Customers

Yes Yes Yes Yes Rs 5000


CCOOMMPPEETTIITTOORRSS DDIIRREECCTT CCOOMMPPEETTIITTOORRSS

Wateen Wimax

PTCL EVO

Augure (Qubee)

Mobilink (Infinity)

Telenor (EDGE-USB)

Ufone (Ur-EDGE)

Zong (EDGE)

Qatar Telecom (WiTribe)

IINNDDIIRREECCTT CCOOMMPPEETTIITTOORRSS PTCL DSL Broadband

Link dot Net

Cyber Net

MultiNEt

Max com

Connect Communication

Gerrys net

Supernet


CCOOMMPPAARRIISSOONN WWIITTHH CCOOMMPPEETTIITTOORRSS

Product Values of Company Brand

Promise Target

Customers Benefits

Point of Difference

Point of Parity

Worldcall (EVDo)

Portability And mobility

Unlimited Downloads

Future in your Hand

All users

High level of customer support

Convenient Unlimited Download

Unlimited Downloads

Port

abili

ty a

nd H

igh

Spee

d.

Wateen Wimax

Simplicity Satisfaction Innovation

Honesty

We Connect

Corporate Customers

Practical and easy-to-use Customer

satisfaction Premier services

Flexible packages

PTCL (EVO)

Professional Integrity

Customer Satisfaction Teamwork

Wireless is Matchless

All customers

Roaming Superior 3G experience Unlimited downloads

High coverage

Augure (Qubee)

Liberating exciting features

affordable None

Home Consumers

Fast Reliable

Good Customer support

Qatar Telecom (WiTribe)

Most reliable new lifestyle

creating value across different

segments

Connect to change

Young Generation

High Speed Reliable

Less Expensive

High Speed

Mobilink (Infinity)

Affordability Freedom to connect Crystal clear voice

over telephony

Infinity clicks

Corporate and home

users

Minimal connection time

Customized packages

high-quality Customer Support

Telenor (EDGE-USB)

We're here to help Make it Easy

Keep Promises Be Inspiring

Convenience in your

Hands

Corporate customers

Pay only for what you use flexible data

packages

Works in 32 countries-

largest GPRS Roaming coverage

Ufone (Ur-EDGE)

To be the best cellular option for U

Its Ur edge Corporate customers

nationwide Data Mobility

Two-way long SMS

send/receive

Zong (EDGE)

Offer customer entertainment and

innovative value added services

Connect anywhere

Corporate customers

Cheap package Easy plug and

play Cheap rates


PPRRIICCEE//PPAACCKKAAGGEE CCOOMMPPAARRIISSOONN

COMPANY PACKAGES DEVICE COST

256Kbps

512Kbps

1Mbps

Limit Device Cost

Wateen WiMax

Rs.500 Rs.600 Rs.700 5GB

Rs.2500 Indoor/Rs.5000 outdoor

Rs.900 Rs.100

0 Rs.110

0 10GB

Rs.1200 Rs.130

0 Rs.140

0 Unlimited

Worldcall EVDO

Rs.1200 Rs.180

0 Rs.250

0 Unlimited

Rs.1200 USB/Rs.4500 Router

Wi Tribe

Rs.750 Rs.850

7GB

Free

Rs.1050

10GB

Rs.130

0 Rs.145

0 14GB

Rs.170

0 17GB

Qubee

Rs.750

6GB

Free

Rs.100

0 12GB

Rs.100

0 8GB

Rs.125

0 12GB

Rs.150

0 16GB

PTCL(EVO)

EVO MAX Rs.2000 Unlimited30 Days

Validity

Rs.4000 EVO LITE

Rs.1200 – 50 hours

Unlimited30 Days Validity

Day Pass Rs.100 Per Day Unlimited 24 hours

Validity EVO

Postpaid Rs.2000 Unlimited Per month

CCOOMMPPEETTIITTIIVVEE AADDVVAANNTTAAGGEE WorldCall EvDO USB was the first launch among the wireless broadband offerings where users were offered internet facility while on the move. Previously wireless broadband internet was offered by Wateen Wimax but the device was to be kept at a certain place and required power


to use. The innovation was provided by WorldCall EvDO USB where the company highlighted the main features that you can have the internet facility while you are moving from one place to another similar to that of mobile phone technology. To grasp yet another edge from the competitors in the market WorldCall offered unlimited download packages whereas the direct competitors of WorldCall EvDO were not offering the same. Being state of art pioneer in wireless broadband technology gave WorldCall a quick boom, and the target audience was quickly captivated through this innovation. With so many competitors now in the wireless broadband industry WorldCall EvDO holds a reputable position through offering high quality of customer support and wireless internet mobility anywhere without the requirement of power. TTHHEE SSAALLIIEENNTT FFEEAATTUURREESS OOFF WWOORRLLDDCCAALLLL EEVVDDOO High level of portability, it can be kept in pocket and can be used anywhere. Unlimited downloading, that is very useful for high usage of internet No technical knowledge required, easily installed on any version of windows/Mac/Linux Throughout the city coverage, can be used even at remote areas where electricity is not

available EvDO router can be shared among 32 person at max simultaneously High level customer support, with technical sales experts and technical expert call center

representatives CCRREEAATTIINNGG VVAALLUUEE FFOORR TTHHEE CCUUSSTTOOMMEERR WorldCall pays attention to the value of customer a lot that is the reason why WorldCall

keeps track of their subscribers’ requirements and bring their feedbacks into the company’s meetings.

WorldCall creates value through providing high level of customer support, the complains are resolved even at the door end of customer, and are tracked through QoS feedback team until the customers is fully satisfied

To avoid the bill payment hassle WorldCall offers home collection of payment free of cost.

If the device becomes faulty the repair and replacement is free of cost. At certain areas where signal strength is below 80% WorldCall provides free of cost external antenna with installation whereas other operators charge fees for it.

The technical assistance for non-technical customers is also provided on call and on visits

The tagline future in ‘your’ hand, represents that WorldCall aims to provide high technology within the reach on every person so that they can be highly benefited

WorldCall regularly comes up with promotional offers to facilitate their existing and new customers.


BBUUIILLDDIINNGG CCUUSSTTOOMMEERR BBAASSEEDD BBRRAANNDD EEQQUUIITTYY WorldCall has always been renounced in Pakistan as the pioneers in adapting new technology, WorldCall was the first company to emerge as Digital Cable TV networks, and the owned infrastructure of fiber optics gave WorldCall an edge over the other operators as they were able to offer cheap rates and inexpensive services due to non dependency of PTCL. WorldCall emerged as a brand that competed PTCL local telephones lines with wireless local loop (WLL) phones that provided cheap call rates. WorldCall differentiated it self from its competitors through higher level of customer care. The launch of EvDO in June 2008 gave WorldCall another edge because it again headed PTCL EVO that was launched in September 2008. The first booming news of ‘internet on the move’ was spread out by WorldCall EvDO which gave high profits to the company, and increased the customers right away. AADDVVAANNTTAAGGEESS OOFF BBRRAANNDD EEQQUUIITTYY WorldCall grasped high advantages of this edge, and promoted EvDO aggressively in the market. The company was able to set its own standards in the wireless broadband field, and therefore was able to set prices and packages independent of any competitor. CCOONNTTRROOLLLLIINNGG TTHHEE BBRRAANNDD EEQQUUIITTYY With the drastic progress of EvDO, the wireless broadband industry grew radically and within a span of 18 months 5 competitors entered into the market which started a higher level of competition among the wireless internet service providers. CCUUSSTTOOMMEERR PPEERRCCEEIIVVEEDD VVAALLUUEE CCUUSSTTOOMMEERR CCOOSSTT Time Cost LOW WorldCall Wireless Broadband is easily available in every area because they have their retail outlets in each area; in addition it is also available from any cellular shop. Monetary Cost HIGH Compared to other services available in the market the packages offered by World Wireless Broadband are high, because they cater on providing high quality services to the customers.

Total Customer Value Image Value Personal Value Service Value Product Value

Total Customer Cost Monetary Cost Time Cost Energy Cost Psychic Cost

CUSTOMER PERCEIVED VALUE


Psychic Cost MEDIUM From the market research of WorldCall customers we have concluded that they are pretty satisfied with the quality services provided by them, however it can be further improved so we have marked this cost as a mediocre considering the survey. CUSTOMER VALUE Image Value HIGH Personnel Value HIGH Service Value HIGH WorldCall has opened up its customer support centers in different areas to provide high services to its customer, furthermore there is 24 hours call center service for entertaining complaints from the clients. Product Value HIGH


IINNDDUUSSTTRRYY AANNAALLYYSSIISS IINNDDUUSSTTRRYY OOVVEERRVVIIEEWW Pakistan has been experiencing astounding proliferation of broadband in the past two years:

Broadband subscriber base grew by 146% adding 245,727 subscribers during 2008-09. There are currently 413,809 broadband subscribers in Pakistan as compared to 168,082 in June,

2008. PTCL, Wateen and WorldCall are major players in the Broadband market of Pakistan having a

combined share of over 79%. Currently Pakistan stands at only 0.26 % in terms of broadband penetration. PTA estimates that by end of 2013, there will be 4.35 million broadband subscribers in Pakistan.

Below is the estimate of PTA for the broadband users in Pakistan

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

2005 2006 2007 2008 2009 2010 2011 2012 2013

no. of subscribers

no. of subscribers


SSUUBBSSCCRRIIBBEERRSS DDEETTAAIILLSS WWOORRLLDDCCAALLLL VVSS OOTTHHEERR BBRROOAADDBBAANNDD SSUUBBSSCCRRIIBBEERRSS WorldCall enjoys a 16% market share of the wireless broadband users, and gives a high competition to PTCL EVO and Wateen WiMAX with its customer care. WorldCall EvDO Subscriber 16.10% 33,972

Other Wireless Broadband user 83.89% 176,975

WorldCall EvDO share in Wireless broadband industry

BBRROOAADDBBAANNDD SSUUBBSSCCRRIIBBEERRSS ((WWIIRREEDD && WWIIRREELLEESSSS)) IINN PPAAKKIISSTTAANN The Major share of broadband users are with DSL since it is an old technology and offers cheap rates, but this does not have the competitive advantage of Internet on the move, in every internet industry DSL has always been a major share holder around the world. Whereas HFC (Hybrid Fiber Coaxial) is only offered by WorldCall Telecom which has the second largest share in wired Internet Technology Subscribers

DSL 332,434 HFC 35,858 WiMAX 156,975 FTTH 4,269

WorldCall EvDO Subscriber

Other Wireless Broadband user


EvDO 53,972 Others 844

TTEECCHHNNOOLLOOGGYY SSPPEEEEDD AANNAALLYYSSIISS There are several packages available that are targeted to suit every internet user; the packages are offered according to the technology limitations and area of usage. The speed differentiation graph is shown below that clearly indicates that EvDO and WiMAX are the two major technologies that offer highest data rate of about 3.1Mbps. Technology Speed Differentiation in Kbps EvDO 256 512 1024 3072 GPRS 107.2 124.8 171.2 EDGE 135 200 384 CDMA 184 284 384 WiMAX 256 512 1024 3072

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

DSL HFC WiMax FTTH EvDO Others

Subsribers till October 2009


DDEEMMOOGGRRAAPPHHIICC EENNVVIIRROONNMMEENNTT PPOOPPUULLAATTIIOONN

Pakistan’s Population: 180,800,000 (2009 EST.) Total Number of Wireless Broadband Subscribers 200,000 (2009 EST.) Total Number of WorldCall Wireless Broadband Subscribers 41,526 (2009 EST.)

AAGGEE SSTTRRUUCCTTUURREE

0-14 years LESS 15-30 years HIGH 30-45 HIGH 46-55 LESS 56 above VERY LESS

CCOONNSSUUMMEERR BBUUYYIINNGG BBEEHHAAVVIIOORR Internet connection either wired or wireless has become a necessity not only for corporate sector but for every household as well. People day by day are becoming more dependent upon internet to stay connected with their friends and family in a shorter span of time. WorldCall EvDO portrays itself of providing while the user is on the move; therefore it will directly save a lot of time and provide high level of convenience to the user. This aspect is something that directly booms the market, because through a general perception consumers will be content to avail a facility that would ease the life and save time.

0

500

1000

1500

2000

2500

3000

3500

Evdo GPRS EDGE CDMA WiMAX

Package 1

Package 2

Package 3

Package 4


HHiigghh IInnvvoollvveemmeenntt LLooww IInnvvoollvveemmeenntt

SSiiggnniiffiiccaanntt DDiiffffeerreenncceess bbeettwweeeenn BBrraannddss

CCoommpplleexx bbuuyyiinngg bbeehhaavviioorr VVaarriieettyy--sseeeekkiinngg bbuuyyiinngg bbeehhaavviioorr

FFeeww DDiiffffeerreenncceess bbeettwweeeenn BBrraannddss

DDiissssoonnaannccee--rreedduucciinngg bbuuyyiinngg bbeehhaavviioorr

HHaabbiittuuaall bbuuyyiinngg bbeehhaavviioorr

HHAABBIITTUUAALL BBUUYYIINNGG BBEEHHAAVVIIOORR WorldCall EvDO does not lie in habitual buying behavior because these products do not require high attention of customer and the products are inexpensive, less risky and quite frequently purchased, whereas WorldCall EvDO does not posses these attributes. DDIISSSSOONNAANNCCEE--RREEDDUUCCIINNGG BBUUYYIINNGG BBEEHHAAVVIIOORR WorldCall EvDO lies in this dissonance or reducing buying behavior because these products has high involvement of customer, the background study is done before buying, the product is self expressive, and at the same time frequently bought and is expensive. The reason being in this category is the small amount of differences among the brands available in wireless broadband industry. The price range is little varied but this is due to the level of services offered. WorldCall EvDO is also a risk oriented buying, because today industries are dependent on the internet connections a lot. VVAARRIIEETTYY--SSEEEEKKIINNGG BBUUYYIINNGG BBEEHHAAVVIIOORR WorldCall EvDO does not lie in variety seeking buying behavior because these products do not require low involvement of customer and the products are inexpensive, less risky and infrequently purchased, and important there are a lot of differences between the competitive products in the market. Although WorldCall EvDO has so many direct and indirect competitors but the internet connection is not a frequent buy for the consumer. CCOOMMPPLLEEXX BBUUYYIINNGG BBEEHHAAVVIIOORR WorldCall EvDO does not lie in complex buying behavior because these products require high involvement of customer, although these products are expensive, risky and frequently bought but all of the internet service providers in the industry offer almost the same packages at the same price.

Documents

WorldCall EvDO Marketing Report