Professional Documents
Culture Documents
On the New Year eve of 2008, Mr. Wajid Hussain, Manager Sales and marketing
was sitting in his lavish office looking at the dusk of the last year. He was thinking
about what his company has achieved over the years. Where it was, with having
15 customers and now, how far it has come by having 3600+ customers. But he
still looked unsatisfied, because when he joined this company, he had a vision to
make this company best amongst all in the market.
He turns to his cup of coffee, picks it up and takes a sip and thinks of what he has
do to make this company great. Just then it strikes him about the new concern of
how to increase sales of FTTU facility of NayaTel with having a low marketing
budget and yet another was how to attract home internet users. Wajid had to come
up with quick strategies which would be effective to cater these.
COMPANY BACKGROUND:
NayaTel (Pvt.) Ltd. (NTL) is a sister concern of Micronet Broadband (Pvt) Ltd.
(MBL), the premier and leading DSL broadband service provider in Islamabad and
Rawalpindi. Leveraging its rich expertise and experience of broadband, MBL team
conceived the idea of a most modern telecom network which can take care of ever
growing telecommunication needs of customers and have the capability to cater
for telecommunication requirements of at least next three decades. The idea was
transformed into reality when NTL launched South Asia's first Fiber to the Home
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(FTTH) or simply Fiber to the User (FTTU) network in Islamabad in September
2006.
What is FTTU?
The Metro Ethernet services provided by NTL are based on Cisco Systems
platform, an optimized, carrier grade switching infrastructure designed specifically
to support advanced services over a fiber optic infrastructure. The data center is
equipped with Cisco routers and high end Sun and Dell Servers. Their core
switches provide high capacity core functions as well as provide sub-second
recovery from many potential network outage events. NTL has deployed Access
and NGN platforms from Alcatel and world's best video head-end from Scientific
Atlanta to ensure quality and performance requirements of their customers. The
passive optical equipment is supplied by world leaders of component
manufacturing, i.e., ADC and Corning (exhibit-3).
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Other services
Nayatel weaves all three bands of service (Telephone, Cable TV, and Broadband
Internet) on one network in the form of Nayatel's “Triple-Play” Services with a
single bill for customers. They cover almost 90% area in Islamabad and most of
commercial area of Rawalpindi (see exhibit-4)
Its fiber optic technology allows business to meet increased data demands, without
investing additional money and resources for hardware and software.
The benefits of Metro Ethernet not only include multiple converged services over
a single high-performance connection; it also means that these services are
delivered over a single protocol (IP/Ethernet) from Nayatel's office to the desktop.
Nayatel backs its fiber-optic infrastructure with Mean-Time-To-Restore (MTTR)
commitments in case fiber is cut or damaged.
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FFTU in homes
FTTU is the best service available with state of the art technology, but as it costs a
bit more than any other service available makes it difficult to penetrate in to
homes. There have been great packages introduced (see Exhibit-1) to make the
payments easier, but in spite of all these flexibilities, home users were still not
coming. The main focus when company was set was on corporate customers
which give them good profits and they have achieved it but now they want to
magnetize home users.
Mr. Wajid was facing a Low marketing budget (see Exhibit -2) to play around
with, which meant that all activities had to be chosen to its best. As there was low
budget most of the activities had to be sacrificed but still he had to grasp good
market chunk and to come up with strategies bold enough to achieve this target.
If Wajid wanted to penetrate into the home market, and attract home internet users,
he had to design a perfect strategy which would not cost the company too much
expense in the marketing area. And he had to come up with something real fast, if
he wants to keep the name of Nayatel in the lead from the competitors. He had to
take this decision within limited resources and in no time.
4
NAYATEL
EXHIBIT -1
One Time Setup Costs Installment Plan Facility
a. One Time Setup Costs
For Corporate Customers
Installation charges...........................................................................Rs. 6, 000
Connect, Premium and MAN (Metro Network) Packages
(includes 200 ft double fiber drop cable)
b. Choice of Hardware
Alcatel Optical Network Terminal (ONT) Price (Rs.)
2 Ethernet,2 POTS,1 RF
Software preloaded, with uninterrupted power supply (UPS) 25, 500
(inclusive of GST)
Broadband Router Price (Rs.)
Broadband Router(4 Ethernet Ports) 4, 700
(inclusive of GST)
Broadband Wireless Router(4 Ethernet Ports) 5, 200
(inclusive of GST)
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NAYATEL
EXHIBIT -1 (cont’d…)
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NAYATEL
EXHIBIT -2
Survey Information
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Approximate population per 75,000
square Mile
The labor cost per hour or per Salary of a telecom engineer with 1 – 2
day for telecom engineers and years experience in data networking is
other people involve. around Rs. 25 - 35 K per month.
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NAYATEL
EXHIBIT -3
Fiber networks clearly outweigh all other broadband options in performance, security, and scalability.
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NAYATEL
EXHIBIT -4
Coverage area
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NAYATEL
EXHIBIT -5
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