Institute Of Business & Management
Rizwan Bashir Goraya
Telenor Group was founded in 1855 and build on more than 155 years of telecom experience.
Telenor Group headquartered in Oslo, Norway. Telenor Pakistan is 100% owned by the Telenor
Group, an international provider of high quality voice, data, content and communication services
in 12 markets across Europe and Asia. Telenor Group is among the largest mobile operators in
the world with 160 million mobile subscriptions and a workforce of approximately 33,000.
Telenor Pakistan has invested over US$2.3 billion in the local economy so far. It acquired a
GSM license in 2004 and began commercial operations on March 15, 2005.
In October 2012, Telenor Pakistan’s crossed the active subscriber base is 30 million retaining its
position as the country's second largest mobile operator. Telenor Pakistan has coverage in more
than 1500 cities and towns. It has more than 200 franchises in major cities and towns. Telenor
Pakistan's corporate headquarters are in Islamabad, with regional offices in Karachi, Lahore,
Faisalabad, Multan, Hyderabad and Peshawar. Telenor Group’s revenue distribution policy for
the year 2013 is
Contributing To Pakistan's Economy:
Telenor Pakistan continues to contribute to Pakistan's economy. It has created 2,800 direct and
25,000 plus indirect jobs and has a network of over 200,000 retailers, franchises and sales &
service centers, thus providing a means to livelihood to thousands.
Telenor Pakistan contributed over Rs. 121 billion in various forms of direct and indirect taxes to
the economy of Pakistan since the beginning of its operations in 2005.
Telenor Pakistan acquired 51% of Tameer Microfinance Bank in November 2008. In 2009 it
launched 'Easypaisa' to become Pakistan's first telecom operator to partner with a bank to offer
mobile financial services across Pakistan.
In addition to our focus on extending the benefits of mobile communications, Telenor contributes
to society through selected social investments. The company’s social investments are focused on
long-term partnerships that can contribute to lasting change. Focus areas for Telenor Pakistan
are; Disability, Education, Health, Emergency Response and Employee Volunteerism. Telenor
Pakistan's flagship corporate responsibility program, Khuddar Pakistan, aims to create dignified
opportunities for persons with disabilities. The purpose is to become the most disabled-friendly
organization in Pakistan in terms of employment, service, and community support. Other
programs include Khamoshi Ka Boycott, Karo Mumkin, Djuice Rozgar and Angotha Chalao etc.
Mission , Vision & Values:
Our vision crystallizes our customer focus as the cornerstone of everything we do. Our values
describe what behaviors are necessary to realize that vision. Our corporate responsibility mindset
ensures that our vision and values nurture social concern and help us create shared value.
Our vision is call for action: “Empower societies”
We provide the power of digital communication, enabling everyone to improve their lives, build
societies and secure a better future for all.
Our vision to empower societies is a clear call to action. We bring vital infrastructure, new
services and products that stimulate progress, change and improvement.
Our Mission is simple: “We are here to help”
We exist to help our customers get the full benefit of communications services in their daily
The key to achieving this vision is a mindset where every one of us works together: Making it
easy to buy and use our services, Delivering on our promises, being respectful of differences and
Inspiring people to find new ways.
We believe in four core values for gaining our customers loyalty, these are as follows:
Make it Easy:
We're practical. We don't complicate things. Everything we produce should be easy to
understand and use. Because we never forget we're trying to make customers' lives easier.
Everything we set out to do should work, or if it doesn't, we're here to help. We're about delivery,
not over promising, actions not words.
We are creative. We strive to bring energy to the things we do. Everything we produce should
look good, modern and fresh. We are passionate about our business and customers.
We acknowledge and respect local cultures. We do not impose one formula worldwide. We want
to be a part of local communities wherever we operate. We believe loyalty has to be earned.
Products & Services:
Following are the products and services offered by Telenor Pakistan:
Utilities (Easy Load & Song Dedication etc.)
Music & Games
Education & Careers
Entertainment & Sports
(Talkshawk & Djuice)
Talkshawk 24 Hours
Talkshawk 75 Paisa
Talkshawk Har Second
Talkshawk Har Minute
Talkshawk Value Package
Talkshawk Meri Pasand Offer
Talkshawk Pora-Pakistan Offer
Talkshawk Superstar Offer
Djuice Din Raat Package
Djuice Ghanta Package
Djuice Boltay Jao Offer
Djuice Free Call Offer
Djuice Minutes Bundle Offer
Djuice Khamoshi Torr Offer
Djuice Bol Jigar Bol Offer
Djuice Jagtay Raho Offer
Persona Easy (100)
Persona Simple (500)
Persona Special 5ive
Persona Team Talk
(Age, Income, Occupation)
(Social Class, Lifestyle, Personality)
Coverage in more than 1500 Cities & Towns
More than 200 Franchises & 200000 Retailers
The STP (Segmentation, Targeting and Positioning) Model of Telenor is as follows:
(Country, Region, City, Density)
(Age, Gender, Income, Occupation)
(Social Class, Lifestyle, Personality)
(Occasions, Users, Benefits)
Age & Gender Based
Area & Region Based
(Solve Problem, Get Favorable Perception)
(Self Image, Affective Fulfillments)
(Sensory Stimulation, Cognitive Stimulation)
The SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis is as follows:
Largest Geographical Coverage
Largest International Roaming Service
Superior Customer Care
Strong Distribution Channels
24 Hours Customer Services
Innovative & Intense Growth
More Attractive & Valued Services
Growing Customer Dissatisfaction
Low Growth Rate Of Persona
Lack Of Follow-Up From Customers
Not Promising Packages
Less Differentiation & Switching Cost
Declining Growth Of Market King
Further Network Expansion
Poor Network Services Of Competitors
Favorable Regulatory Authority
Innovative Products & Services
Aggressive Marketing By Competitors
Possibility Of New Networks Entrance
Close Competitive Environment
The BCG (Boston Consulting Group) Matrix of Telenor is as follows:
Djuice has the high Relative Market Share and high Growth Rate so it is treated as Star. It take
Talkshawk has the high Growth Rate and low Relative market Share that is why it is treated as
Persona has high Relative Market Share and low Growth Rate, and takes less investment so it is
treated as Cash Cow.
Annual Cellular Subscribers in Pakistan of various Networks:
Annual Cellular Subscribers
Telenor Pakistan is growing year by year. 2007 was the best year in terms of increase in network
subscribers when it got almost 80% growths as compare to the previous year 2006.
Telenor Pakistan showing positive growth every year as compared to other communication
networks working in Pakistan. This year Telenor Pakistan showed 3.7% growth and achieved 30
Million network subscribers to be the 2nd largest communication network of Pakistan.
Telenor Pakistan has now got the 25.2% subscribers out of total communication
subscribers in Pakistan. Telenor Pakistan is now become the 2nd largest communication
network of Pakistan.