§


j 
  
 

Y Introduction of cellular industry in Pakistan.

Y Comparison of Ufone and Mobilink
Products & Services
Prices
Placement
Promotion ( With videos)
Y SWOT Analysis
Y Conclusion
2   

  
   

  

Y Cellular industry commenced in 90ǯs when two liceneses

were given to paktel and pak com (Instaphone)
Y Pakistan has emerged as one of the fastest growing
mobile markets among the developing nations.
Y 12.7 million in 2005
Y 34.5 million in 2006
Y 76.9 million 2007
Y 90 million subscriber mark in September 2008.
Y Changes have been made recently in PTA policy.
 2 2






 

0 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.
0 Ufone a wholly owned subsidiary of Pakistan Telecommunication Co. Ltd
(PTCL),started its operation in Jan 29, 2001 It has 21% of subscriber share.
0 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.
0 Norwayǯs 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.
0 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.
 


Y Mobilink GSM a subsidiary of
ORASCOM telecom.
Y Mobilink started its
operations in 1994.
Y Mobilinkǯs Pakistan Premier
Cellular Company have 35%
market share.
Y Mobilink is currently the
market leader of cellular
company in Pakistan.
Y Ufone is a subsidiary of PTCL.
Y Start operations in Jan 2001.
Y Ufone Pakistan cellular
company have 21% market
share.
Y Currently second largest
cellular operator in Pakistan.
Y Now 26% shares owned by
Etisalat.




Prepaid Prepaid

Y Jazz one Y Ufone life Package

Y Ufone Public Demand
Y Jazz budget
Y Ufone Panch ka Pandra
Y Jazz easy
Package
Y Jazz ladies first Y Uwon Package
Y Jazz octane Y Ufone ghanta Package
Y Sms fever




Postpaid Postpaid

Y Indigo Freedom Plan Y Ufone ZLR

1,2,3,+3,4 Y Ufone Ease
Y Indigo Freedom Y Ufone Value
Unlimited Y Ufone Extra
(Basic,Premium) Y Ufone Postpay Unite
 R 

Y Jazz recharge Y U top up

Y Jazz advance Y U loan
Y Jazz life time Y U share
connection Y GPRS / MMS
Y Jazz share Y Voice mail
Y Jazz club red Y Phone book saver
Y GPRS / MMS Y U circle
Y Mobilink PCO Y Ufone walkie talkie
Y Call waiting
 R 

Y Jazz Ezetop Y CLI

Y Jazz Bolo sms Y Infoservices
Y MobiTunes Y Horoscopes
Y Mobilink Infinity(broad Y Daily quotes
band) Y Dictionary
Y Citi Mobilink credit Y Ufone dosti
card Y Ufone song catcher
Y Mobilink Tv
Y Ufone self sevice kiosk
 R 

Y Mobi safe Y `


Y Sms scheduler Y `
Y Holy sayings Y `

 
  
Y Mobilink G.I.30 Y `


Y `

 
Y The ring tone club
Y `

Y Mobi greetings


Prepaid 


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Postpaid

 
  
 


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Y the largest cellular network of the
country Mobilink.
Y Mobilink has set up one of the
largest cellular networks in the
country.
Y 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.
Y Mobilink also have deployed around
5,000 km of optical cable.
A Mobilink have franchises
throughout the country.
Y Ufone has invested about $ 500 M
on its placement
Y Provides network coverage is 4745
destinations which keeps you
connected.
Y Provides International roaming (130
countries)
Y Ufone has 200+ sales & customer
centers across Pakistan.
Y In Peshawar its customer center is
on main University road providing
best satisfaction to customers



Y International roaming in130 Y Scratch cards & U top up is available
countries with more than 300 in every city with retailers.
partner operators worldwide. Y In-flight roaming
Y Scratch cards & jazz load is available
in every city with retailers.
Y Mobile In-Flight Roaming.





Y Through Electronic media( PTV,Geo,
Dawn News etc)
Y Through Print media.( The News,
Dawn, Daily times , Magazines)
Y Sign Boards/ Bill boards
Y Special events.
Y Ufone promotes its services &
products through electronic media
(Tv & satellite channels) , print
media(News papers,magazines)
Y By sponsoring different events like
games. Shows, movies
Y In domestic Twenty20 cricket series
Y   !"
#
  Islamabadǯs team was sponsored by
AvisȄa global brand and the worldǯs Ufone.
leading car rental company to offer Y By sending sms to its customers
discounted car rental rates to all
Y By sign boards and bill boards
Mobilink postpaid customers.





Y 
$ 
#   
Mobilink has other initiative to
promote Mobilink indigo by joining
hands with Citibank.
Y   
Y Ufone Talk and Fly with PIA
Y Offers Dubai return ticket
(international calls)
Y U Kisaan Service

 

 %
Y Introduction of Black Berry to
Mobilink believes in playing an prepaid customers
active role in supporting the Y Phone b Ufone b
community and social development
of Pakistan . Y Ufone website is very attractive and
providing all the necessary
Y Mobilink got very interactive information.
website providing all the necessary
information
R j

  

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




† At times poor service
† At times no Network coverage
† A bit Expensive
Y  '

International Market
Better service in Future
Y ˜ 

Competitors ( Ufone, Telenor, Warid and Zong)
Legal environment, government interference
PTCL has been given license for cellular operation
R j
   


Y ˜ ()*+˜
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.
Y
(!,)((:
Less coverage in remote areas
Not targeting the rural areas at the moment
No proper planning to cater the excessive demand
Y ## ˜)-˜-(.
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
Y ˜+ (!˜
Competitors ( Mobilink, Telenor, Warid, Zong)
Legal environment, government interference
PTCL has been given license for cellular operation
2
 


Y Moblink and telenor lost 1% of their market

share which is gained by Zong.
Y Ufone and Warid market share remained
unchanged.

 










 










 












 

0 c  
0 `


0  
0 

 
0   
2
 

Y Mobilink has a vast coverage but high prices as
compared to Ufone.
Y Ufone has low prices thatǯs why lower and
middle class customers prefer it, especially
students.
Y Mobilink is mostly used by business community
and elite class.
Y Mobilink has clear call voice than Ufone.
Y In short Mobilink is better than Ufone despite
of high pricing.
