Competitive Analysis (By Haseeb Memon)

Presentation
On
Competitive Analysis
&
Business Intelligence
PRESENTED BY:
HASEEBULLAH MEMON
CORPORATE ACCOUNTS MANAGER
BUSINESS SERVICES DIVISION
BCS (Pvt.) Ltd (A Mobilink Company)

Overview
Competitive Analysis
• A competitive analysis is a critical part of
your company marketing plan. With this
evaluation, you can establish what makes
your product or service unique--and
therefore what attributes you play up in
order to attract your target market.
• Who are your competitors?
• What products or services do they sell?
• What is each competitor's market share?
• What are their strategies?
• What are each competitor's strengths and
weaknesses?
• What potential threats do your
competitors pose?
• What potential opportunities do they
make available for you?
Business Intelligence
• Business intelligence is a data
analysis process aimed at
boosting business performance
by helping corporate executives
and other end users make more
informed decisions.
• Business intelligence (BI) is a
technology-driven process for
analyzing data and presenting
actionable information to help
corporate executives, business
managers and other end users
make more informed business
decisions.

Mobilink is Pakistan’s leading provider of voice and data services, bringing more people together through
service excellence and product innovation. With more than 38 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 country’s largest network with over 9,000 cell sites making everyday a
better day for its customers.
Housing Pakistan’s largest distribution and contact center networks and an unparalleled 6,500 kilometers
fiber optic backbone, Mobilink has already invested over US $3.9 billion in the country to date, with
another USD 1 billion being invested in network modernization. Mobilink provides uninterrupted
countrywide connectivity, unmatched customer services and international roaming in over 140 countries.
As a responsible corporate citizen, Mobilink offers a range of socially inclusive products and services
dedicated to enhance access to information. Through Mobilink Foundation, the company passionately
supports education, health and environmental initiatives and promotes sustainable business practices.
Mobilink offers exclusive & personalized tariff plans that empower customers and cater to the
communication needs of a diverse group of people, from individuals to businessmen to corporate and
multinationals.

300
600
1200
1800
3000
300
600
1200
1800
3000
300
600
1200
1800
3000
30
60
120
180
300
300
600
1200
1800
3000
0 500 1000 1500 2000 2500 3000 3500
Pro-300
Pro-600
Pro-1200
Pro-1800
Pro-Unlimited
Mobilink - Corporate Offerings
Free CUG Free MBs Free SMS Free Mins Line Rent

PRO-SERIES
300 300 300
30
300
0
50
100
150
200
250
300
350
Line Rent Free Mins Free SMS Free MBs Free CUG
Pro-300
Pro-300

PRO-SERIES
600 600 600
60
600
0
100
200
300
400
500
600
700
Pro-600
Pro-600

PRO-SERIES
1200 1200 1200
120
1200
0
200
400
600
800
1000
1200
1400
Pro-1200
Pro-1200

PRO-SERIES
1800 1800 1800
180
1800
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Pro-1800
Pro-1800

PRO-SERIES
3000 3000 3000
300
3000
0
500
1000
1500
2000
2500
3000
3500
Pro-Unlimited
Pro-Unlimited

Control-Packages
300 300 300
30
600 600 600
60
Line Rent Free Min Free SMS Free Data MBs
Packages
Control-300 Contro-600

Conditions for all Mobilink Packages
• Voice minutes are for All Local Networks (On-Net and Off-Net)
• SMS are for All Local Networks
• Data allowance is for Total Data volume consumed
• Circle minutes are for On-Net numbers that are part of the
customer’s business circle (Closed User Group – CUG)
• Call rates 0.75 per 30 seconds and SMS with same rates after
consuming base package

Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of Pakistan
Telecommunication Company Limited (PTCL) that started its operations in January
2001 under the brand name ‘UFONE”. As a result of PTCL's privatization, Ufone
became a part of the Emirates Telecommunication Corporation Group (Etisalat) in
2006.
The customer focus and best offering has allowed Ufone has built a subscriber base
of over 24 million in less than a decade. Ufone has network coverage
in 10,000 locations and across all major highways of Pakistan. Ufone currently caters
for International Roaming to more than 288 live operators in more
than 160 countries. Ufone also offers Pakistan's fastest growing 3G network, and
BlackBerry Roaming coverage available with more than 200 Live Operators
across 122 countries.
As the world of telecommunications advances, Ufone promises its customers to stay
ahead, developing and evolving, to go beyond their expectations, because at
Ufone, it's all about U.

249
549
999
1499
1999
3999
250
550
1000
1500
2000
4000
250
550
1000
1500
2000
4000
0 500 1000 1500 2000 2500 3000 3500 4000 4500
U249
U549
U999
U1499
U1999
U3999
UFONEOFFERING (PULSE-30 Sec)
Free SMS OMO Free Minutes OMO Line Rent

Corporate Package
249 250 250
200
250
300
Line Rent Free Minutes OMO Free SMS OMO
U249
U249
0.75 / 30 sec Calling Rates Ufone & OMO

Corporate Package
549 550 550
400
450
500
550
600
U549
U549

Corporate Package
999 1000 1000
900
950
1000
1050
1100
U999
U999

Corporate Package
1499 1500 1500
1400
1450
1500
1550
1600
U1499
U1499

Corporate Package
1999 2000 2000
1900
1950
2000
2050
2100
U1999
U1999

Corporate Package
3999 4000 4000
3500
3600
3700
3800
3900
4000
4100
4200
U3999
U3999

Specialized SME Package
80
300
0
50
100
150
200
250
300
350
Line Rent Credit Limit
SME Package
1.3/min & 1.5/sms Rates Ufone & OMO

1,000
1,500
2,500
3,000
3,500
6,000
1500
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
U249
U549
U999
U1499
U1999
U3999
SECURITY DEPOSITS
IDD
NWD

Terms & Conditions
• Call rates 0.75 per 30 sec after consuming free minutes On
net or Off net minutes other than CUG.
• For SME Package call rates are 1.3/min and 1.5/SMS

• Telenor Pakistan is 100% owned by the Telenor Group, an international provider
of high quality voice, data, content and communication services in 13 markets
across Europe and Asia. Telenor Group is among the largest mobile operators in
the world with 180 million mobile subscriptions and a workforce of
approximately 33,000.
• Telenor Pakistan has reported a subscriber base of over 36 million, making it
Pakistan's second largest mobile operator.
• The company acquired the GSM license in 2004 and began commercial
operations on March 15, 2005. So far, it has invested over USD 2.3 billion in the
local economy and has created 2,400 direct and 25,000 plus indirect jobs. It also
has a network of over 200,000 retailers, franchises and sales & service centers,
thus providing means of livelihood to thousands of Pakistanis.
• Over Rs. 147 billion in various forms of direct and indirect taxes have been
contributed to the national exchequer by Telenor Pakistan since the beginning of
its operations in 2005. Telenor Pakistan's corporate headquarters are in
Islamabad, with regional offices in Karachi, Lahore, Faisalabad, Multan,
Hyderabad and Peshawar.

100
300
600
1100
1500
3000
80
320
650
1200
1600
3100
0
250
250
250
250
250
0
300
600
800
1000
1000
0
0
0
0
250
1000
0 500 1000 1500 2000 2500 3000 3500
Karobar 100
Karobar 300
Karobar 600
Karobar 1100
Karobar 1500
Karobar 3000
TELENOROFFERINGS
Free MBs Free CUG Free SMS Free Mins Line Rent

Karobar Packages
100
80
0 0 0
0
20
40
60
80
100
120
Line Rent Free Mins Free SMS Free CUG Free MBs
Package No.1
Karobar 100

Karobar Packages
300
320
250
300
0
0
50
100
150
200
250
300
350
Package No.2
Karobar 300

Karobar Packages
600
650
250
600
0
0
100
200
300
400
500
600
700
Package No.3
Karobar 600

Karobar Packages
1100
1200
250
800
0
0
200
400
600
800
1000
1200
1400
Package No.4
Karobar 1100

Karobar Packages
1500
1600
250
1000
250
0
200
400
600
800
1000
1200
1400
1600
1800
Package No.5
Karobar 1500

Karobar Packages
3000
3100
250
1000 1000
0
500
1000
1500
2000
2500
3000
3500
Package No.6
Karobar 3000

• Inter Company CUG (Company to
Company)
For the first time in Telecom history of
Pakistan, Telenor Karobar offers Inter
Company CUG through Team Talk bundle
services. Now Company A can
communicate to Company B through
Team Talk bundles,
• They will also be able to send SMS /
MMS at special rates
• This is the next step in evolution of
CUG.
• A company can link up with 4 other
companies.
• All subscriptions should have CUG
&Team Talk activated for Karobar price
plan whereas CUG for other price plans.

• A first international step for China Mobile, Zong aims at touching the lives of all Pakistanis!
• We serve to inspire and empower the people of Pakistan with innovative technology that
keeps pace with today's fast evolving culture. Expanding our wings of coverage to all corners,
making no distinctions along the way and most of all, maintaining excellence in connectivity
everywhere we go. Affordability & Innovation are what define us, aided with a diverse set of
entertaining and informative Value Added Services. With a state of the art system, along with
other services Zong allows and enables its users to avail the best possible Mobile Internet
bundles that are not offered anywhere else in the country making the experience, truly a
unique one!
• The basic idea is to allow people to communicate at their free will! Making it a stress free
environment where you are not worried about Tariffs, Capacity Issues or Congestion, be it
Network Coverage or Quality, it is all sorted!
• Zong is supported by ground breaking communications, trend setting Customer Services and
an unmatched Product Offering that has redefined the rules of the game!
• Walking hand in hand with our nation, we make a happier Pakistan! A thriving ground with
success on every step, with a smile on everyone's face be it rain or shine, with hopes higher
than sky and the will… to 'Say it All!'

400
600
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2000
2500
5000
100
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1000
1500
3000
300
150
350
600
1000
1500
500
150
300
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1000
2000
4000
5000
5000
5000
5000
5000
5000
5000
0 1000 2000 3000 4000 5000 6000
Plan-1
Plan-2
Plan-3
Plan-4
Plan-5
Plan-6
Plan-7
Values as per legends
ZOnG OFFERINGS
Free CUG
Free MBs
Free SMS
Free Mins
Line Rent

BizXcess Packages
400
100
300 150
5000
0
1000
2000
3000
4000
5000
6000
Plan No.1
Plan-1

BizXcess Packages
600
300 150 300
5000
0
1000
2000
3000
4000
5000
6000
Plan-2
Plan-2

BizXcess Packages
1000
500 350 500
5000
0
1000
2000
3000
4000
5000
6000
Plan-3
Plan-3

BizXcess Packages
1500
700 600 700
5000
0
1000
2000
3000
4000
5000
6000
Plan-4
Plan-4

BizXcess Packages
2000
1000 1000 1000
5000
0
1000
2000
3000
4000
5000
6000
Plan-5
Plan-5

BizXcess Packages
2500
1500 1500
2000
5000
0
1000
2000
3000
4000
5000
6000
Plan-6
Plan-6

BizXcess Packages
5000
3000
500
4000
5000
0
1000
2000
3000
4000
5000
6000
Plan-7
Plan-7

Proposal Summary
• All numbers series wise for Staff and Members
• Free of Cost SIM will be issued to all Staff & Members.
• Call rate (All network)
• Short code of 5 digits will be provided to all VPMN users as per your
choice (any 4-digit) for VPMN Calling.(No prefix of any mobile)
• Calls to other mobile operator and PTCL may be restricted if desired by
customer
• SIM Replacement free of Cost
• Conference Group Call Free of Cost
• No Any TAX Deduction on Recharge.
• No Limitation of range can be used Nationwide
• Roll Over Free Minutes to any network from Plan-4 onwards
• Call Rates after free minutes 0.63/30 Sec

WARID PACKAGES AT 30 SEC PULSE!

ABOUT COMPANY
• Warid Telecom is a 100% owned company of the Abu Dhabi Group and
offers state-of-the-art telecommunication services at over 7,000
destinations in Pakistan.
• Warid Telecom launched its cellular services in Pakistan in May 2005. As
an organization, Warid Telecom prides itself in being contemporary,
approachable and constantly innovating. With achievements ranging from
having one of the largest postpaid bases, most loved youth & prepaid
brands, international roaming and nationwide coverage, Warid Telecom's
selection of value added services makes communication effective and
enjoyable.

175
300
450
900
1700
0
75
200
300
600
800
1000
0
0
0
250
500
0
0 200 400 600 800 1000 1200 1400 1600 1800
W250
W500
W750
W1500
W2500
W4000
WARID PACKAGES'
(Pulse 30 sec)
Free SMS Off Net Min On Net Min
UNLIMITED SMS
UNLIMITED On Net Minutes

0
50
100
150
200
250
Line Rent On Net Min Off Net Min Free SMS
250
175
75
0
W250
W250

0
100
200
300
400
500
500
300
200
0
W500
W500

0
100
200
300
400
500
600
700
800
750
450
300
0
W750
W750

0
200
400
600
800
1000
1200
1400
1600
1500
900
600
250
W1500
W1500

0
500
1000
1500
2000
2500
2500
1700
800
500
W2500
W2500

0
500
1000
1500
2000
2500
3000
3500
4000
4000
0
1000
0
W4000
W4000

Terms & Conditions
(Pulse-30 sec)
Terms & Conditions
Free minutes cannot be carried forward to the following month
19.5% Federal Excise Duty on usage & 14% withholding tax on bill applies.
CUG will be free if any company purchases atleast 25 connections
Free minutes will be deducted from the first call made at the beginning of the billing
cycle
FnF include 5 On-Net Numbers (Warid to Warid) on all packages except Warid
Unlimited where all FnF numbers are unlimited
Postpaid tariff rates are applicable on 30 seconds billing pulse
MMS is charged both for receiving and sending
MMS unit is a message of size 100kb off-net and 300kb on-net
Mobile Internet unit is per 64KB
Change of package will be effective from the start of new billing cycle
Billed amount is due on bill run. However, bill payment must be received within 17
days to avid unblocking on overdue

W250 W500 W750 W1500 W2500 W4000
On-Net 0.63 0.55 0.5 0.3 0.13 0
Off-Net (Mobile) 0.8 0.75 0.75 0.7 0.68 0.65
0.63
0.55
0.5
0.3
0.13
FREE
0.8
0.75 0.75
0.7 0.68 0.65
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
AxisTitle
Pulse - 30 Sec

WARID PACKAGES AT 60 SEC PULSE!

250
500
750
1000
1500
2500
4000
125
250
375
500
750
1250
0
125
250
375
500
750
1250
1000
100
200
300
400
500
600
0
32
32
64
100
100
1000
5000
0 1000 2000 3000 4000 5000 6000
W250
W500
W750
W1000
W1500
W2500
W4000
WARID PACKAGES'
(Pulse 60 Sec)
Internet Free SMS Off Net Min On Net Min Line Rent

0
50
100
150
200
250
Line Rent On Net Min Off Net Min Free SMS Internet
250
125 125
100
32
W250 - (Pulse 60 Sec)
W250

0
100
200
300
400
500
Line Rent On Net
Min
Off Net
Min
Free SMS Internet
500
250 250
200
32
W500 (Pulse 60 Sec)
W500

0
100
200
300
400
500
600
700
800
750
375 375
300
64
W750 -(Pulse 60 Sec)
W750

0
100
200
300
400
500
600
700
800
900
1000
1000
500 500
400
100
W1000

0
200
400
600
800
1000
1200
1400
1600
1500
750 750
500
100
W1500

0
500
1000
1500
2000
2500
2500
1250 1250
600
1000
W2500 – (Pulse 60 Sec)
W2500

0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
4000
0
1000
0
5000
W4000
W4000

Terms & Conditions
(Pulse-30 sec)
• Free minutes cannot be carried forward to the following month
• 19.5% Federal Excise Duty on usage & 14% withholding tax on bill applies.
• CUG will be free if any company purchases at least 25 connections
• Free minutes will be deducted from the first call made at the beginning of the billing
cycle
• FnF include 5 On-Net Numbers (Warid to Warid) on all packages except W4000
where all FnF numbers are unlimited
• Postpaid tariff rates are applicable on 60 seconds billing pulse
• MMS is charged both for receiving and sending
• MMS unit is a message of size 100kb off-net and 300kb on-net
• Internet unit is charged at Rs. 1.2/ 64KB
• Change of package will be effective from the start of new billing cycle
• Billed amount is due on bill run. However, bill payment must be received within 17
days to avid unblocking on overdue
• Existing customers once shifted to new tariff cannot revert to old tariff

W250 W500 W750 W1000 W1500 W2500 W4000
On-Net 1.5 1.5 1.5 1.25 1 1 0
Off-Net 1.5 1.5 1.5 1.25 1.25 1.25 1.25
1.5 1.5 1.5
1.25
1 1
FREE
1.5 1.5 1.5
1.25 1.25 1.25 1.25
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
AxisTitle
Pulse - 60 Sec

All Network-Line Rents
1 2 3 4 5 6 7
Mobilink 300 600 1200 1800 3000
Ufone 249 549 999 1499 1999 3999
Telenor 100 300 600 1100 1500 3000
Zong 400 600 1000 1500 2000 2500 5000
Warid 250 500 750 1000 1500 2500 4000
0
1000
2000
3000
4000
5000
6000
PackageRates
Line Rents

All Network-Free Minutes
1 2 3 4 5 6 7
Mobilink 300 600 1200 1800 3000
Ufone 250 550 1000 1500 2000 4000
Telenor 80 320 650 1200 1600 3100
zong 100 300 500 700 1000 1500 3000
Warid 250 500 750 1500 2500
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Minutes
Free Minutes Trend
U

All Network-Free SMS
1 2 3 4 5 6 7
Mobilink 300 600 1200 1800 3000
Ufone 250 550 1000 1500 2000 4000
Telenor 0 250 250 250 250 250
zong 300 150 350 600 1000 1500 15000
Warid 0 0 0 250 500
0
2000
4000
6000
8000
10000
12000
14000
16000
SMSCOUNT
SMS-Trend

All Network-Free Data
1 2 3 4 5 6 7
Mobilink 30 60 120 180 300
Ufone 0 0 0 0 0 0 0
Telenor 0 0 0 0 250 1000 0
zong 150 300 500 700 1000 2000 4000
Warid 0 0 0 0 0 0 0
0
500
1000
1500
2000
2500
3000
3500
4000
4500
MBs
Internet-MBs

All Network-Circle Minutes
1 2 3 4 5 6 7
Mobilink 300 600 1200 1800 3000
Ufone
Telenor 0 300 600 800 1000 1000
zong 5000 5000 5000 5000 5000 5000 5000
Warid
0
1000
2000
3000
4000
5000
6000
Minutes
CUG Minutes
CUG MINTURES ARE FREE FOR ALL CIRCLE MEMBERS @ 25 Users
CUG MINTURES ARE FREE FOR ALL CIRCLE MEMBERS

Public Demands and Interests
• Mobilink’s corporate packages must be more cheaper.
• Why Prepaid packages are more attractive?
• Postpaid billing is charged little extra as users do complain.
• More cell sites should be set.
• Internet in MBs is like nothing in Postpaid packages.
• Pulse rate should be at least 60 secs.
• 80% Locking is not properly incorporated.
• CUG should be absolutely free as competitors do offer.
• NTN should not be necessary to make group in business like Telenor does
not take it.
• Credit Limit should be minimum to control usage as up to Rs.500.
• Control Packages must have CUGs as Ufone Offers.

Conclusions & Suggestions
• Conclusions
1- Data package is very low
2- CUG Minutes are not sufficient
3- Line rent is little high than competitor
4- Signal problem
5- Limited Package Range
6- Communication gap is always there
• Suggestions
1- Data package should be increased
2- CUG Minutes should be free
3- Line rent must start from 250 or less
4- Signal problem is reason to sustain for
long should be resolved at earliest.
5- Increase Package Range to attract
customer as competitors do.
6- Communication gap should be removed
by learning more regional languages

SWOT ANALYSIS
WEAKNESSES
• Signals Problem
• Expensive Packages
• Improper locations of Cell
cites/FFM Issue
• Less flexibility in promotions
• CMT Plans are not realistically
set
OPPORTUNITIES
• Increase Product Range
• Increase cell sites
• Approaching Old customers
• NIC Number will be NTN in future
will increase awareness and may
cause boost in Business
THREATS
• Competitors new packages either
in prepaid or in postpaid
• Signals problem may cause
blockage
• Mobilink’s Prepaid Packages
STRENGTHS
• Strong Network
• Quality Service
• Wide Coverage
• Strong Customer Base
• Highest Years of Service

Subscription upto 1st Quarter
Mobilink, 38.2
Ufone, 21.2
Telenor, 36.6
Zong, 27.4
Warid,
11.2
Annual Subscription in Millions
Mobilink
Ufone
Telenor
Zong
Warid

3G/4G Subscription Till 1st Quarter
Mobilink, 2.86
Ufone, 2.7Telenor, 3.53
Zong, 2.95
Warid, 0.07
3G/4G Subscription in Millions

Ranking- (Coverage)
0
2
4
6
Mobilink
Telenor
Ufone
Zong
Warid
1
2
3
4
5
RankingValues
Mobilink Telenor Ufone Zong Warid
Coverage 1 2 3 4 5
Coverage

Ranking- (Quality Service)
0
2
4
6
Mobilink
Telenor
Zong
Ufone
Warid
1 2
3
4
5
RankingValues
Mobilink Telenor Zong Ufone Warid
Quality Service 1 2 3 4 5
Quality Service

Ranking (Bio-Metric Customer Base)
0
1
2
3
4
5
Mobilink
Telenor
Zong
Ufone
Warid
1
2
3
4
5
Values
Mobilink Telenor Zong Ufone Warid
Bio Metric Customer Base 1 2 3 4 5
Bio Metric Customer Base

SALES FORECAST
July,15 Aug,15 Sep,15
Target 40 40 40
Achievements 30 35 40
% 75 88 100
40 40 40
30 35 40
75%
88%
100%
0
20
40
60
80
100
120
SALESFIGURES
SALES VS ACHIEVEMENT

The End.
THANKS FOR YOUR TIME!

Competitive Analysis (By Haseeb Memon)

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