Tariff Comparison (wi-tribe, Wateen, PTCL, Qubee) Package & Price perception

1. Package & Price perception
Tariff Comparison

2. DSL
512 kbps PKR 1099/UL PKR 999/UL - -
1Mbps
PKR 1099/20GB PKR 900/10GB PKR 1,000/20GB PKR 499/10GB
PKR 1,399/UL PKR 1,399/UL PKR 1,400/UL PKR 1250/ UL
1.5Mbps PKR 1,599/UL
PKR 1,299/ 12GB PKR 1,100/20GB
-
PKR 1,599/UL PKR 1,500/UL
2 Mbps PKR 1,999/ UL
PKR 1,499/10Gb PKR 1,200/20GB PKR 750/10GB
PKR 2,999/ UL PKR 1,700/UL PKR 1549/ UL
4 Mbps - PKR 5999/UL - PKR 2100/UL
8Mbps - - - PKR 2,999/UL
Tariff Comparison

3. PTCL EVO Package Line-Rent Validity Volume
Wingle 9.3Mbps
Wingle 10GB PKR 1,000 30 Days 10GB
Wingle Breeze PKR 1,500 30 Days 20GB
Wingle 30 GB PKR 2,500 30 Days 30GB
Unlimited * PKR 3,200 30 Days 50GB
Nitro Cloud
Cloud 20 GB PKR 1,500 30 Days 20GB
Cloud 30 GB PKR 3,000 30 Days 30GB
Cloud Unlimited PKR 3,200 30 Days 50GB
EVO 3.1Mbps Nitro
EVO Lite PKR 1,200 30 Days 20GB
EVO Max PKR 2,100 30 Days 30GB
EVO GO PKR 1,000 30 Days 5GB
EVO 4G
Charji Chrome 25GB PKR 2,000 30 Days 25GB
Charji Chrome 50GB PKR 3,500 30 Days 50GB

4. Upfront Charges
Security deposit equal
to one month line rent
Activation Charges
PKR 500
One time charges for
Non Wi-Fi PKR 1,499
One time charges for
Wi-Fi PKR 1,999
Security deposit equal
to one month line rent
Activation Charges PKR
1000
PKR 1,500 (installation
charges)
Service Charges
for all packages PKR
100/month
for all packages PKR
50/month
for all packages PKR
100/month
PTCL landline rent PKR
250
Device Charges
Pocket Wi-Fi Router
PKR 2500
Device rent for Non-Wi-
Fi PKR 99/month
Device rent for Wi-
Fi Device: PKR
199/month
Pocket Wi-Fi Router PKR
3000
PKR 4500, PKR 2,550
(Wingle), Charji cloud
PKR 15000
Other Charges

5.  All competition packages range from as low as PKR 500 to PKR 2100+
 wi-tribe strategically priced packages enable us to earn higher ARPU
 wi-tirbe’s packages priced at higher rate compared to competition.
 Qubee has recently revised its packages and its tariff is now a carbon copy of
wi-tribe’s tariff
 PTCL EVO is expensive. Device cost and line rent is not affordable for
everyone.
 To cover up the high cost of equipment, the devices are either sold in the
upfront charges or given on installment by including the device cost in the
monthly charges by all the competitors
 wi-tribe does not charge for the device neither a rent is charged for the
devices given to the customers

6. Telcos 3G & 4G:
 Telco’s have started their awareness campaigns about 3G, 4G by promoting
speed and MBs, which is a norm in broadband industry of Pakistan where
no one explains how data is useful in our daily lives
 Data has never been marketed and sold like data, instead customers’
number has always remained the core focus for telecom operators
 Attention to un-served and under-served areas of Pakistan
 What we need is informative tactical telling them how data syncs in ones
lifestyle.
 Internet for the whole family. Home internet to deal with the threat of 3G

7.  Availability:
• service in more than 2000 cities across Pakistan
• provides fixed wired broadband and wireless broadband
• Additional services and a lot of internet packages
 Pushing customer focus towards high speed offerings, PTCL has introduced
4G package with multiple bundles and speeds ranging to 36Mbps.
 PTCL is also setting high standard on their DSL by introducing VDSL
Ultranet.
 They have transferred the users of 2Mbps to 4Mbps. And the charges of
8Mpbs have been decreased.
 EVO packages are costly. Cost of devices.
 It takes 2-3 days to install Broadband services at customer’s premises
 DSL will not work if phone line goes down.
 Line rent is charged on every landline phone
 Substandard customer services

8.  In addition to broadband internet, it also delivers voice, multimedia and
enterprise solutions
 Network spans across 25 major cities
 Since it relaunch, Wateen has kept a low profile towards the new sales, and
is concentration on only retaining existing customer
 Vast price disparity between Capped and Unlimited packages
 Limited reach and penetration
 Recently revised it packages which made it increasingly similar to that of
wi-tribe
 Attracting customers by offering Free router and offering 2Mbps for PKR
1700/month

9.  wi-tribe is selective
 Customer Care is good
 Promos and offers are great
 VAS and Add-ons
 Determined to meet the challenge posed by competitors and by the
advent of 3G
 Positioning itself as provider of Home Internet
 Video optimization, data volume freedom
 Social media engagement
 Focusing on retaining the customers
 No plans of expanding to other cities
 “Unlimited” is a marketing gimmick

10. Package & Price perception
 Two factors that shape price perception are the perceived quality of the
product or service in question and price comparisons with competitors
offering similar product or services.
 Quality can be defined broadly as superiority or excellence. By extension,
perceived quality can be defined as the customer’s judgment about a
product’s overall excellence or superiority (instrumentality in achieving
ends). Perceived quality is subjective view. Object quality (actual technical
superiority, measurable and verifiable) differs from it.
 A product’s quality is perceived as low or high depending on its relative
excellence or superiority among products or services that are viewed as
substitutes by the customer
 Is it high speed, is it seamless experience, is it reliability, is it after sale
service, is it convenience, is it low cost or is it unlimited data.

11.  A sensible customer always asks himself following questions when he has to
choose from different options:
Can I trust this broadband provider? Do they have good customer services?
Do they have reliable technical support? What do their existing customers
think about their service?
 Price, brand name, and manner of advertising are extrinsic cues to quality
(judgment doesn’t require using the service; conceptual, aesthetics,
generalized indicators)
 Intrinsic cues involve signal strength, transfer rate, performance and
downtimes (judgment require using the service; measurable)
 Customers primarily choose low priced packages
 Worry about hidden factor
 Calculate monetary (price and cost of travel) and non-monetary cost (time,
effort and installation)

12.  Situational factors, Portability, Wireless
 Pakistani user tries to make the most out of his internet
 Considers internet as an another entertainment for which disposable income
can be expended.
 Do customers have enough awareness about intrinsic attributes before
purchase?
 What cues are provided by competitor?
 Identify customer’s viewpoint? What’s “quality” to him?
 Acknowledge the dynamic nature of perceived quality. Expectations change
over time
 The development of such content and services (including e-Government, e-
Commerce and e-Learning) is still a crucial area for development of
broadband Internet.
 What we need is informative tactical telling them how data syncs in ones
lifestyle.

13. References:
Logos of broadband providers are Copyrights of their respective owners
Research paper: “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis
of Evidence” by Valarie A. Zeithaml
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