MOBILINK GSM

Mobilink, a subsidiary of the Orascom Telecom Holding, is Pakistans leading cellular and Blackberry service provider. With more than 31.6 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the countrys largest voice and data network with over 8,000 cell sites. Housing Pakistans largest distribution and contact center networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.3 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries. The company is also the official cellular partner of the Pakistan Cricket Board. As a responsible corporate citizen, Mobilink also offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company supports education, health and environmental initiatives and promotes sustainable business practices. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, they offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Compared to 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, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why they cover customers in 10,000+ cities and towns nationwide as well as over 140 countries on international roaming service. In other words, we speak your language, everywhere. Mobilink's Vision "To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations". Mission Statement The company is committed to provide its stakeholders maximum level of satisfaction through excellent services and demonstrate that we as a company meeting our commercial as well as ethical goals, in ways that a consistent reasonable societal expectations of responsible cellular companies.

Mobilink's Values Total customer satisfaction Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations. Business Excellence We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves every day. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders. Trust & Integrity At Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect. Respect for people Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor. Corporate social responsibility As the market leader, we recognize and fulfill our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society. CEO: President and CEO Rashid Khan

Products:
Jazz Indigo Wimax Mobilink PCO

Competitors:
1) Telenor

2) Ufone 3) Warid 4) Zong

Structure
Structure OF Mobilink The structure of MOBILINK Co Ltd can be easily understood with the help of the diagram.

Chief Executive (CX)

Regional

General
Manager (South)

Regional General Manager (Central)

Regional General Manager (North)

Area Manager Customer Service (AMCS)

Area Manager Customer Service (AMCS)

Area Manager Customer Service (AMCS)

Customer Service

(CS)
Credit Management (CM)

Customer Service (CS) Credit Management (CM)

Customer Service (CS) Credit Management (CM)

Director IT/MIS

Director Operations

Director Finance

Director HR/Administration

LEVELS OF HIERARCHY

Rashid Khan President & CEO

Mustafa Peracha VP-CS

Irfan Akram VP-Sales

Bilal Munir Shaikh VPMarketing

Ehab Rochdi VPFinance

Ali Raza Mehdi VP-HR & Admin

Marwan Hayek VPTechnical

Tariq Rashid VP-IT

.Directors CS

Directors Sales

Directors Marketing

Directors Finance

Directors HR & Admin

Directors Technical

Directors IT

Managers

Specialists Associates

Mobilink has 5000 employees by whom 75 are top managers 850 middle managers and 4025 employees

Differentiation & Integration Division of labor is high; Degree of specialization is also high. Organizational roles are properly defined. There is no role ambiguity and no role conflicts. The jobs, the duties and responsibilities of each employee are vividly defined. The span of control is narrow and Horizontal differentiation is medium. There is high vertical differentiation because of tall hierarchal structure. The integration level is high. They work in groups and teams. The head of the commercial division has a group of people working under him as anintegrating department. The hierarchy of authority n the sales departme nts is that: Salesperson reports to sales manager, regional managers report to the V P o f t h e i r functions, Directors report to the Vice Presidents which report to the CEO Centralization and Decentralization The authority in Mobilink is overall centralized but the middle and lower level managers are allowed to make important decisions and the employees are provided with a broad framework within which they are free to make their own decisions and take risks, as long as they are consistent with the companys mission and goals. The regional managers are free to make decisions but the final authority to approve those decisions or suggestions rests with the top management Standardization and Mutual Adjustment The Standard Operating Procedures are defined in Mobilink but there is a roomfor mutual adjustment. It is mutuall y adjusted because of the innovat i v e a n d f l e x i b l e environment. The IT comes up with new features etc., so there is mutual adjustment. The employees done have to stick to the rules and at specific times, can deviate from the rules only if they are in the benefit of the organization. There is relatively more standardization because most people follow SOPs, as they are very clearly defined. Organic & Mechanistic Structure Employees at Mobilink work together and coordinate their actions to find the best way of performing tasks. The Sales and marketing dept. keeps an eye on the market position and informs the IT dept. to come up with new features, which even the competitors are not providing. Mobilink is facing a great competition and for that reason it has to keep track o f its competitors activities. Marketing department at Mobilink is one of t h e m a i n sources of its core competency. Mobilink has a competitive advantage because of itsm a r k e t i n g d e p t . i t s R & D , a n d i t s s a l e s . M a r k e t i n g a n d I T d e p t w o r k i n c l o s e collaboration to come up with new packages and products. We can observe an element of joint specialization. The structure of Mobilink is more Organic in Nature.

Furthermore, Mobilink has an over-all geographical structure and at regional level it has a functional structure.

Key Cultural Aspects of Mobilink

CULTURAL SYMBOLS The most superficial level of organizational culture consists of symbols. Cultural symbols are words, gestures, pictures, and other physical objects that carry a particular meaning within a culture. The organizations base rests on managements philosophy, values, vision and goals. This in turn drives the organizational culture which is composed of the formal organization, informal organization, and the social environment.

The Cultural Symbols of Mobilink

Hanging Pamphlets and Charts When you enter in the head office, you will find many pamphlets hanging and charts writing SUCH JAZBA on walls regarding the aggressiveness and passion. Pictures of Employees On every wall you will find the pictures of employees in different activities like 14th august day, Eid day, sports day, Outdoor hangouts and so that indicates that it is the social and fun loving organization and we are like a family. Thumbs Impression Entry Entry of every department is possible with thumbs impression that indicates it is very organized organization. Tea Points You will find tea points on every corner indicating that employees are encouraged for selfservice orientation. Afridis Dummy On the front entry, there is Afridis Dummy indicating that Mobilink sponsored and encourages the youth to take part in sports activities. Table Tennis On ground floor you will find table tennis area indicating that employees are refreshed by sporting activities. Refreshing Rooms You will find a Refreshing room occupying a TV within it on every floor indicating that this organization is friendly to their employees and refresh them when they need it.

According to cultural symbols, leadership of mobilink is charismatically and encourages creativeness and participation.

Mobilink Culture:
Mobilink is having combinations of culture. It follows Entrepreneurial culture as they appreciate creativity, empowerment, relationships, encourage rewards and participation. Mobilink is also having market share culture; they always keep on achieving their demanding goals that are sales, growth, market share and profitability.

Human Resource System

Employees Mobilink has more than 5000 employees. Most of the employees are permanent. However mobilink also hires employees on contract and temporary basis according to the demand of tasks. The pay scales of the employees are about the same as of private sector except some special allowances, which are given to mobilink employees. As mobilink is a private limited company all of its personnel are same as for non-government institutions. Mobilink have very strong HR system for their employees. They are trying their best to meet the expectations of employees. The main key facts about HR system are given below: Proper reward system: as incentives are given on performance Performance reports: as every day performance report is sent to every employees i.e. daily productivity reports Training Programs: Every employee of Mobilink is invited for a training session once in a month. Career Advancement: Mobilink is providing clear path for career advancement to its employees. Company gives full support to its employees in this context. Recognition: According to employees, their performance is individually recognized and they are appreciated according to the performance. Equity: Mobilink HR treats every employee equally i.e. every employee get meal in mess even their management also take meal from the same mess.

Performance Management in Mobilink GSM PMCL provide a formal review program to evaluate work performance and to promote communication and discussion of job performance w.r.t past performance at Mobilink Mobilink asses the employee on: Leadership. Communication skills.

Team work and Co-operation. Problem solving & decision making. Initiative and drive. Flexibility. Customer focus.

Performance appraisal is done on an annual basis (from January 1st to December 31st) To give a chance to subordinates to evaluate their seniors a 360 degree evaluation is conducted at the time of the performance evaluation. The immediate supervisor prepares an annual report in December of each year of each employee. Increments are also given at the end of the year, increments are percentage of salaries. Promotions are given on good performance after completing two years in the current grade. How employees are motivated at Mobilink At M o b i l i n k , our belief is that Our people are our greatest assets. We take great pride in acknowledging the contribution each one of us makes. Build a team of professionals who deliver expertise by participating in business decision. M o b i l i n k uses the following techniques to motivate their people: E m p l o ye e I n v o l v e m e n t P r o g r a m s ( P a r t i c i p a t i v e M a n a g e m e n t ) 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. On average, employees clock up over 170 dedicated hours of community service in the span of six months. Voluntary donations are also regularly collected and directed towards the deserving Mobilink uses this technique to their employees when required. It was used for last time in previous year after arrival of Warid T e l e c o m and Telenor in Pakistan market. Because they came into the market of Pakistan, the sale of M o b i l i n k started declining. So to handle this situation M o b i l i n k called for proposals and recommendations from their sale executives and other sale staff including franchisers and other lower sale staff. After this Management of Mobilink , took some immediate steps and made decisions with the help of their employees to face this competition. The major decisions took by the management to handle this situation where: Calling rates were reduced: Mobilink reduced the calling rates after the taking suggestion from their sale staff to compete the situations because the calling rates of W a r i d a n d T e l e n o r were low than M o b i l i n k So sale staff faced difficulties in attaining the sale target. So management had to revise the rates. Availability of free connection: Mobilink started selling connections free to attract their customer back to M o b i l i n k because its competitors started to sell their connections at lower rates so M o b i l i n k started to sell its connections totally free to defeat its competitors. Differentiation of target market:

To attract the attention of its potential customers by dividing into different customers and providing them different packages suitable for different type of peoples. Variable Pay Program This method is also used to increase the motivation of employees. Through this technique organizations give a portion of employees pay based on his individual or organizational measure of performance. What differentiates these forms of compensation from individual or organization measure of performance? Unlike more traditional base pay programs, variable pay is not annuity. There is no guarantee that just because you made 600,000 rupees last month that you will make the same amount this month. With variable pay, earning fluctuate up and down with the measure of performance. Mobilink has adopted this strategy just to motivate its employees as much as they need. Because when a worker works hard, he needs motivation at least extrinsic. So through this technique M o b i l i n k is working well because main department of Mobilink is sale department. So employees get reward through increase in sale. Because of this method hard working employees are satisfied. This method is based on# connection sold or # of cards sold. How is Mobilink motivating its professionals? Professionals are typically different from non-professionals. They have a strong and long term commitment to their field of expertise. Their loyalty is more often to their profession than to their employee. To keep current in their field they need to update their knowledge regularly and their commitment to their profession means they rarely define their work week in terms of 8 to 5 and five days a week. Mobilink is motivating its professionals time and again through different techniques like: Training workshops Bonuses High compensation Accommodation packages

How is Mobilink motivating its sale staff?

Mobilink is motivating its sales by arranging training sessions for its employees to increase the skills and knowledge of its employees. They also get reward when they work in the field by making more sales and getting high benefits. Promotion Promotion is done on merit. The determination of merit is solely the management function. Where employees are considered suitable by the company to fill the vacancies in higher position, they are given prior consideration i.e. company believes in inside promotion. Organization Structure The organization structure is flexible in a way that no bureaucratic environment exists. Any employee is allowed to enter the room of any executive or manager at any time and discuss any important issue. Even the top management people can be interrupted during meeting, provided that the meter is of important nature. The people are very co-operative and friendly with each other, which creates conductive working environment.

Decision Making It involves employees in the action and enlists their participation in decision making process. It encourages and reward entrepreneurial behavior. They make decisions at the level that is qualified to do so competently. Performance Appraisal The immediate supervisors prepare performance appraisal reports and the management then decides about the future of the employee in the company. Sub-ordinates are not allowed to discuss their performance appraisal reports with their supervisors, while the reports are being prepared

Workplace:
Almost all the employees are satisfied with physical working environment of employees. Mobilink is having offices in very safe areas i.e. Mobilinks contact center of Lahore is located in DHA sector Z and Mobilink House is located in Gulberg. Lack of participation in decision making There is centralized decision making at Mobilink. Employees are not participated into decision making process. Socialization and Mobilink Mobilink believes in playing an active role in supporting the community and social development of Pakistan. Each year, M o b i l i n k and its staff contribute significantly to charities and community projects to help bring about a better quality of life to the less privileged in the community and enrich the lives of Pakistanis through support in. 1) Local arts. 2) Education. 3) Sports A c a r i n g C o r p o r a t e C i t i z e n Mobilink has been actively making regular donations to. 1) Shaukat Khanam Memorial Cancer Research Hospital. 2) Roshni Homes and Zindagi Trust. It also encourages its large customer base also donate generously through SMS donations for various causes. Mobilink also supports other organizations such as.. 1) Khidmat Foundation. 2) Umeed-e-Noor. PIMS Children Hospital, in making lives of millions in Pakistan more comfortable.

References:
www.mobilinkgsm.com
http://www.scribd.com/doc/19382202/15Mobilink-Organizational-Culture-HR

Ali Fareed (Team Leader) Cell: 0300-4008130 Ahmed Junaid (Team Coordinator) Cell: 0301-8462517 Urooj Siddique (Team Coordinator) Cell: 0300-4003931 Miss Fareeha Training Consultant Cell: 0300-4003142

PROJECT
Submitted to: Saima Asad Submitted by:
Irfan Ghafoor Babar Ali Raveem Habib

Title: Organizational Analysis of Mobilink Telecom

Management Studies Department GC University of Lahore