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Management Report        Mobilink GSM         Presented to             Asif Khan     Business CommunicationInstitute of Bu...
2
Letter of AcknowledgmentAugust 20, 2011Dear ReadersWe are thankful to Almighty Allah for giving us the strength and capabi...
Letter of TransmittalAugust 20, 2011Mr. Asif KhanLecturer Business CommunicationInstitute of Business ManagementDear Mr. K...
Table of contents1. An Introduction ………………………………………………………………………….. 52. Orascom Telecom ………………………………………………………………………. 63. Hi...
AN INTRODUCTIONMobilink GSM registered as Pakistan Mobile Communication Limited (PMCL), asubsidiary of Orascom Telecom, st...
ORASCOM TELECOMHolding S.A.E. ("Orascom Telecom") or ("OTH") was established in 1998 andhas grown to become a major player...
HISTORY OF MOBILNIKMobilink started its operation in 1994, and till early 2001, had a market share of43%. OT took over man...
MOBILINK’S VISION"To be the leading Telecommunication Services Provider in Pakistan byoffering innovative Communication so...
MOBILINK’S MISSION     Creating an organizational environment that fosters professionalism,      motivation and quality  ...
MOBILINK GOALSThe Mobilink has a strong track record of delivering on ambitious goals. By 2011,they aim to be one of the f...
5- To ensure best practice benchmarking across the GroupMobilink will undertake benchmarking and best practice sharing acr...
VALUES @ MOBILINK                          Total Customer SatisfactionCustomers are at the heart of their success. They ha...
MAJOR ACHIVEMENTS OF MOBILINK   •   ISO 9002 Quality Management System Certification for Billing, Engineering       Depart...
First Cellular Service in MuzaffarbadISLAMABAD: October 20, 2005 – Mobilink, Pakistan’s favorite cellular serviceprovider ...
SERVICESGPRSMobilink Mustt ServicesSMS MessagingPower ToolsChat ServicesDedication ServicesMail ServicesInfo ServicesIVR R...
Value Added ServicesGetting a day’s work done is one thing. Getting it done while you relax another.With BlackBerry from M...
18
STRATEGIES AT MOBILINKThe findings mentioned reflect three types of major strategies employed by theorganization at variou...
- “JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketingstrategy)- Indigo packages deliver nation wide cellular...
Business Level StrategyAs the business level strategy it has focused on differentiation strategy ever sinceit started. Mob...
Differentiation Advantage:• Because Mobilink target the customer groups they offer tariff plans that areexclusively design...
COMPETITION WITH OTHER CELLULAR NETWORKSCurrently, the mobile sector is undergoing intense competition among the five mobi...
24
Management FunctionsPlanning (Selecting goals & ways to achieve them)    Goals are set by parent company.    Strategic g...
ORGANIZATIONAL STRUCTURE OF MOBILINKAlthough, all departments in an organization play a vital role in achieving goalsand o...
CORPORATE SOCIAL RESPONSIBILITYOur Commitment to Tomorrow                         Community                         Mobili...
Pakistan Institute of Medical Sciences (PIMS) Hospital. Mobilink also supportspolio eradication campaign in Pakistan.Uphol...
HR FUNCTIONS AT MOBILINKBasic role of HR department in MobilinkMobilink is the largest telecom company of Pakistan because...
RecruitmentMobilink has a separate department for staffing. This department is responsiblefor taking all the hiring decisi...
company goes to the third party (some kind of references) or they can give abetter package to a good working employee of s...
Then they get information from all the departments from all the departments oftheir company. Then they check the required ...
to get knowledge from the trainer as well as they can share their ideas with eachother while working in artificial environ...
LIMITATIONS  •   One of the major limitations we faced while carrying out this research      project was the lack of coope...
CONCLUSION•   Mobilink is following all management functions effectively, as it is the    subsidiary of Orascom, corporate...
RECOMMENDATIONS  •   Continuous decline in market share and subscriber base in last few years.  •   Company’s financial co...
REFERENCES  1. Wikipedia Article, Mobilink http://en.wikipedia.org/wiki/Mobilink , date viewed     August 8th, 2011  2. Of...
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Mobilink Management Report

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Mobilink Management Report

  1. 1. Management Report Mobilink GSM Presented to Asif Khan Business CommunicationInstitute of Business Management By Ahmed Aslam Khilani (12427) Mehmood Alam (12551) Nabeel Ahmed Khan (12428) Tariq Fahad (12581) Zeeshan Valliani (12543) MBA Executive Section C August 20, 2011
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  3. 3. Letter of AcknowledgmentAugust 20, 2011Dear ReadersWe are thankful to Almighty Allah for giving us the strength and capability to completethis report on “Mobilink GSM.”We would like to thank our course instructor Mr. Asif Khan for putting in all the hardwork in this course to make it a memorable experience for all of us. We appreciate hisguidance and shall appreciate the valuable feedback on this report.We are highly obliged to the following individuals who shared their valuable time fromtheir busy schedules in order to guide us through the report;Name: Osama A. KhanDesignation: Associate Human ResourcesMobilink GSMName: Minhaj Ahmed NomaniDesignation: Senior CoordinatorMobilink GSMSincerely,Ahmed Aslam KhilaniMehmood AlamNabeel Ahmed KhanTariq FahadZeeshan Valliani 3
  4. 4. Letter of TransmittalAugust 20, 2011Mr. Asif KhanLecturer Business CommunicationInstitute of Business ManagementDear Mr. Khan,Presented is our report on “Mobilink GSM.” The project involved conducting a report onthe management of the mentioned company and is prepared according to the guidelinesprovided during the semester.We would like to thank you for providing us the guidelines & suggestions which enabledus to complete this report as our final project. Our team has worked vigorously on thisproject to bring you the accurate and reliable results.Sincerely,Ahmed Aslam KhilaniMehmood AlamNabeel Ahmed KhanTariq FahadZeeshan Valliani 4
  5. 5. Table of contents1. An Introduction ………………………………………………………………………….. 52. Orascom Telecom ………………………………………………………………………. 63. History of Mobilink …………………………………………………………………….. 74. Vision …………………………………………………………………………………………..85. Mission …………………………………………………………………………………………96. Goals ……………………………………………………………………………………………107. Values ………………………………………………………………………………………….128. Achievements ………………………………………………………………………………139. Services ……………………………………………………………………………………….1510. Value Added Services ………………………………………………………………….1611. Strategies at Mobilink ………………………………………………………………….1712. Competition ………………………………………………………………………………….2113. Management Functions …………………………………………………………….….2214. Organization Structure …………………………………………………………………2315. Corporate Social Responsibility ……………………………………………………2416. HR Functions at Mobilink ………………………………………………………………2617. Limitations …………………………………………………………………………………….3118. Conclusion …………………………………………………………………………………….3219. Recommendations ……………………………………………………….……………….3320. References …………………………………………………………………………………….34 5
  6. 6. AN INTRODUCTIONMobilink GSM registered as Pakistan Mobile Communication Limited (PMCL), asubsidiary of Orascom Telecom, started its operations in 1994, and has becomethe market leader both in terms of growth as well as having the largest customersubscriber base in Pakistan -a base of over 24 million and growing. We prideourselves on being the first cellular service provider to operate on a 100% digitalGSM technology in Pakistan that also provides state-of-the-art communicationsolutions to its customers.Mobilink offers exclusively designed tariff plans that cater to the communicationneeds of a diverse group of people, from individuals to businessmen to corporateand multinationals. To achieve this objective, we offer both postpaid (Indigo) andprepaid (JAZZ) solutions to our customers. Compared to our competitors, boththe postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of theirkind in the Pakistan cellular industry.Mobilink provides the most extensive network coverage footprint across Pakistanthrough an integrated technology infrastructure in more than 10,000 cities,towns, villages, and countless remote destinations, including InternationalRoaming in 110 countries through 300 partner operators.The company directly employs over 4,000 people and has the largest distributionnetwork with 200,000 outlets across Pakistan. Mobilink corporate socialresponsibility program contributes significantly in key areas of health, education,social uplift and cultural development causes in Pakistan and the company is theofficial cellular service of the Pakistan Cricket Board. Mobilink is the onlycorporate in Pakistan to issue a high-yield bond worth US$ 250million in theInternational Market and has portrayed a positive image of the country as asecure destination for business activity. 6
  7. 7. ORASCOM TELECOMHolding S.A.E. ("Orascom Telecom") or ("OTH") was established in 1998 andhas grown to become a major player in the telecommunication market.OTH is considered among the largest and most diversified network operators inthe Middle East, Africa, and South Asia, and has acquired in early 2008 a licenseto operate mobile services in North Korea. Orascom Telecom is a leading mobiletelecommunications company operating in six emerging markets having apopulation under license of 430 million with an average penetration of mobiletelephony across all markets of approximately 40%. OTH operates GSM networksin Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana),Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH had exceeded74 million subscribers as of March 2008.In Pakistan, the Pakistan Mobile communications Ltd (“Mobilink”) started itsoperations in 1994 and, until early 2001, had a market share of 40%. In April2001, OTH took over management control of the company. As the market leader,Mobilink serves more than 28 million subscribers, representing a market share of38.5% (as of March 2008).OTH has positioned itself as a leader in the region for its diverse GSM operationswith various GSM support and Internet operations. One of OTHs main strategiesis to create its own non-GSM subsidiaries to act as a backbone of support for itsregional GSM operations. OTH has achieved this by dedicating financial, technicaland management resources for supporting its subsidiaries. This includes networksupport and installation of GSM operations, equipment procurement, handsetprocurement and distribution companies, Value Added Services, and Internetoperations. OTH is dedicated to providing the best quality services to itscustomers, value to shareholders and a dynamic working environment for itsmore than 15,000 employees.OTH established a strong presence in the GSM Association (the worlds leadingwireless industry representative body) only five years after its inception. OTHsChairman and CEO, Mr. Naguib Sawiris, was selected to join the GSMAssociations CEO Board in 2002. OTHs stocks are traded on the Cairo andAlexandria Stock Exchange (CASE), (under the symbol ORTE.CA, ORAT EY) andon the London Stock Exchange (where its GDR is traded under the symbolORTEq.L, OTLD LI).OTH is dedicated to provide the best quality services to its customers, value toshareholders, and a dynamic working environment for its more than 15,000employees. 7
  8. 8. HISTORY OF MOBILNIKMobilink started its operation in 1994, and till early 2001, had a market share of43%. OT took over management control of the company in April 2001 andchanged the overall market dynamics through its aggressive marketing strategyand expertise. In less than two years time Mobilink grew by almost 400% withmarket leadership of 53% market share (year end 2002). Mobilink was the firstcellular service provider in Pakistan to operate a 100% GSM technology as bothexisting operators employed AMPS technology.During the year 2002, Mobilink has progressed by leaps and bounds. Mobilinkstarted the year with 416,832 subscribers and 43% market share. With asuccessful mix of strong brand image and sound financial status, Mobilink closedthe year with cumulative subscriber base of 952,174 subscribers. Mobilink endedthe year with a record breaking sales performance of 120,996 sales during themonth of December. 8
  9. 9. MOBILINK’S VISION"To be the leading Telecommunication Services Provider in Pakistan byoffering innovative Communication solutions for our Customers whileexceeding Shareholder value & Employee Expectations". 9
  10. 10. MOBILINK’S MISSION  Creating an organizational environment that fosters professionalism, motivation and quality  An environment that is cost effective and quality conscious  Services that are based on the most optimum technology "Quality" and "Time" conscious customer services  Sustained growth in earnings and profitability  Professional Integrity  Customer Satisfaction  Teamwork  Company Loyalty 10
  11. 11. MOBILINK GOALSThe Mobilink has a strong track record of delivering on ambitious goals. By 2011,they aim to be one of the fastest growing mobile operators in the world,with a strong broadband position in all markets, successfully developing newservices and adopting new and responsible business models.The Mobilink has defined five strategic ambitions which it aims to achieve by2011. These are:1- To deliver increased profitable growthThe Mobilink aims to achieve a substantial revenue increase in years to come.This growth will mainly come from existing businesses. They seek to increasetheir core mobile and fixed voice revenues and explore broadband opportunitiesin emerging markets. The Mobilink is also investing in adjacent markets, such asbasic financial services and machine-to-machine (M2M) communicationworldwide.2- To strengthen our performance culture across the GroupIn all operating companies, Mobilink will continue the successful practice ofcombining a local approach with global expertise. This means that the localmanagement teams will build a unique performance culture based on their owninitiatives and in line with the Mobilink governance model, Codes of Conduct,vision and values, our people policy and the way we work across borders. Interms of Health, Safety, and Environment, our objective is to improve workingconditions and environmental management by having clearly defined standardsacross our operating companies and supply chains.3- To make responsible business a competitive advantageCorporate responsibility at Mobilink will be part of managing risk and linked to ourcore business. For example, the measures we have taken to fight climate changeare motivated both by our commitment to corporate responsibility and by anenlightened view of associated business benefits and opportunities: what is goodfor the environment is also good for business. Mobilink now has clearly definedtargets on CO2 emissions from its operations not just to help save our planet, butto save energy and money.4- To provide a superior customer experienceFaced with an increasingly competitive environment, Mobilink needs todifferentiate it self by providing a superior customer experience. In our visionwe’re here to help and core values (make it easy, keep promises, be inspiring, berespectful), we put customer experience at the top of the agenda throughout theMobilink Group. One of our ambitions is to reach a situation where end-users’brand preference is higher than the Mobilink market share for all operatingcompanies. 11
  12. 12. 5- To ensure best practice benchmarking across the GroupMobilink will undertake benchmarking and best practice sharing across the Group.A global objective is to achieve a higher reduction in the average operational costper minute than the expected decline in average price per minute. The Mobilinkaims to achieve considerable continued growth in operating cash flow from all ofits operations. 12
  13. 13. VALUES @ MOBILINK Total Customer SatisfactionCustomers are at the heart of their success. They have placed their trust andconfidence in them. In return, they strive to anticipate their needs and deliverservice, quality and value beyond their expectations. Business ExcellenceThe company strives for excellence in all that they do. We aspire to the higheststandards and raise the bar for ourselves everyday. This commitment todelivering world-class quality translates into unmatched service and value for ourcustomers and all stakeholders. Trust & IntegrityAt Mobilink, we take pride in practicing the highest ethical standards in an openand honest environment, and by honoring our commitments. We take personalresponsibility for our actions, and treat everyone fairly, and with trust andrespect. Respect for PeopleOur relationships drive our business. We respect and esteem our employees andall stakeholders. We believe in teamwork, empowerment and honor. Corporate Social ResponsibilityAs the market leader, we recognize and fulfill our responsibility towards ourcountry and the environment we operate in. We contribute to worthy causes andare dedicated to the development and progress of the society. 13
  14. 14. MAJOR ACHIVEMENTS OF MOBILINK • ISO 9002 Quality Management System Certification for Billing, Engineering Departments, and CS Contact Center • Implementation of a full Intelligent Network (IN) platform from Siemens for the prepaid platform • Largest Call Center in Pakistan, which is there to assist the customers 24 hours • Bilateral roaming in over 130 countries around the world with true international roaming with over 300 operators across the globe • First mobile operator in Pakistan to offer extensive GPRS Roaming and • Blackberry Roaming services • MOBILINK GSMs Short Message Service Center allows Vehicle Tracking and Fleet Management services that are being provided by Trakker(Pvt.) Ltd., under the brand name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Trakker currently operates from Karachi but can provide these facilities at all those locations where GSM coverage is availableProgramsIR Coverage in UKMobilink now expands its international roaming coverage further in the UnitedKingdom, a country which shows many different faces: pulsing city life and lonelylandscapes, old-fashioned customs and avant-garde culture, lovely beaches andrough mountains. For cultural sightseeing as for nightlife, London is ceaselesslythriving, and is the one place that features on everyones itinerary. Scotland iscomposed of moorlands, mountains and its famous town of Edinburgh, is set atopan extinct volcanic plug. Undertake a trip to the world famous Loch Ness for anencounter with its famous monster while in the region or visit Wales which offerswalking and climbing terrain, as well as special nature reserves.GPRS Roaming in USAMobilink adds yet another key destination, USA to its GPRS Roaming footprint.Now beside the basic call and messaging services, Mobilink postpaid customerscan also use data services at this destination. Simply select Mobilink’s partnernetwork, T-Mobile while in USA in order to enjoy unmatched GPRS and Blackberryaccess.GPRS Roaming in GermanyMobilink adds yet another key destination, Germany, to its GPRS Roamingfootprint. Now beside the basic call and messaging services, Mobilink postpaidcustomers can also use data services at this destination.Simply select Mobilink’s partner network Vodafone (D2) while in Germany in orderto enjoy unmatched GPRS and Blackberry access. 14
  15. 15. First Cellular Service in MuzaffarbadISLAMABAD: October 20, 2005 – Mobilink, Pakistan’s favorite cellular serviceprovider became the first cellular company to start its operations in Muzaffarabadin Azad Kashmir, responding swiftly to the President of Pakistan’s decision toallow cellular companies to offer telecommunication services to earthquakeaffected people of northern Pakistan. 15
  16. 16. SERVICESGPRSMobilink Mustt ServicesSMS MessagingPower ToolsChat ServicesDedication ServicesMail ServicesInfo ServicesIVR Ring tones/LogosOn Call ServicesMissed Call AlertsEXCEPTIONAL SERVICESThere are certain areas of Pakistan where PTCL connections are not available; thePTCL cables have not reached yet, but Mobilink has service even in those areas. • Providing services in 413 cities • Best customer service in the cellular market • Biggest Call Center in Pakistan, which is there to assist the customers 24 hours. • Only cellular service in Pakistan to provide coverage on the M2 motorway.MOBILINK NETWORK Years of Business 15 Cities 10,000+ Investment USD 1 Billion+ Switches 66 Cell Sites 6,300 Optical Cable Deployment 5,000 KM Switches Nokia-Siemens, Alcatel, Huawei Radio Base Stations Motorola and Alcatel. Intelligent Networks Siemens Microwave Equipment NEC and Alcatel Operating Frequency 900/1800 MHz SMSC Logica CMG 16
  17. 17. Value Added ServicesGetting a day’s work done is one thing. Getting it done while you relax another.With BlackBerry from Mobilink and countless business class value-added serviceson indigo, you can strike a good balance between work and leisure. And get moreout of your day, everyday.Business SolutionsMobilink indigo provides state of the art facilities that let its customers conductbusiness on the go. With services like BlackBerry®, Internet Browsing, Fax, E-Mail, Stock Watch, On-Call Services and numerous others. Indigo ensures that itscustomers can make timely and informed business decisions, always. • BlackBerry from Mobilink • Stock Watch • Mobile Banking • Corporate SMS • PIA ReservationsValue Added On Call & Data ServicesYour indigo connection provides you a great mix of on call & data services toensure that your communication experience is as valuable as ever. • Conference Bridge • Missed Call Alerts • Voice Mail • Call Forwarding • GPRS / Edge 17
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  19. 19. STRATEGIES AT MOBILINKThe findings mentioned reflect three types of major strategies employed by theorganization at various levels. Namely they are:1) Corporate level strategy2) Business level strategy3) Functional level strategyCorporate Level StrategyAs their corporate level strategy, Mobilink entered into partnerships with differentorganizations. On the basis of findings, it appears that for the past few years(1999-2003), Mobilink had a focus on internal growth. All this is evident from thefact that since the deregulation of the mobile service industry of Pakistan,Mobilink has undertaken various efforts to ensure that it changes its stance fromconcentrating on its existing market to growing its market presence. The mainreason for this change is mainly to keep up with the competition and to retain andincrease its market share. This transition is obvious in Mobilink’s repositioningitself and hitting the market with a new face with the catchphrase “Reshapingcommunication”With the threat of new entrants into the industry after the deregulation, Mobilink’sstrategy took a new turn. To keep abreast with the company, Mobilink took thefollowing steps during the last 2 years:• Expanded its international roaming Service scope in 14 more countries includingVietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa,Ethiopia, Uganda, Sudan, Bahrain, Caribbean Islands. Bilateral roamingagreements signed with 100 countries around the world to have true roamingservice operational in 151 operators of the world.• PROMOTIONAL CAMPAIGNS LAUNCHED- JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection andairtime worth Rs. 200- INTERNATIONAL SUMMER PROMOTION: Discounted international tour packagesto Sri Lanka, Malaysia and Maldives 19
  20. 20. - “JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketingstrategy)- Indigo packages deliver nation wide cellular freedom at local Call rates exclusivedeals to 6 northern area destination including Chitral, Galliat, Hunza, Kaghan,Skardu and Swat.- Roam the World: year long promotion including travel to the Holy Land inRamadan, avail amazing offers at the Dubai Shopping Festival, be a part if theFIFA World Cup in Germany or visit Paris, Milan, London and NY.Joint Promotional Agreements with Various Organizations• JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L120phone set for only Rs. 2750• Jazz member Get Member: Opportunity for customers to become the brand’sambassador and at the same time earn Rs. 400 in airtime. The new Jazzcustomer will also get Rs.100 free airtime.• Mobilink’s Nokia 9500 offer• MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brandand the world’s leading car rental company to offer discounted car rental rates(locally as well as internationally) to all Mobilink post-paid customers. Foreigners visiting Pakistan using the Mobilink network for cellular serviceswere able to receive a 20% discount on Avis-Car rental Service.• Mobilink and UBL launch online bill payment facility for Indigo subscribers• MOB- Motorola V3 launch• Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Controlconnections to all Citibank Credit Card members)• Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up atMobilink service center at Awami Markaz, Karachi. The kiosk was set up incollaboration with Mobile Zone. It gave customers the added convenience ofpurchasing quality hand sets of leading manufacturers such as Nokia, Samsung orSony Ericson right from Mobilink Service Center. On every purchase thecustomers would get some free gifts to add more value to their purchase. 20
  21. 21. Business Level StrategyAs the business level strategy it has focused on differentiation strategy ever sinceit started. Mobilink has always made successful attempts to distinguish theirproducts or services from other in the industry. They make their product uniquethrough:Advertising. Highly creative people in the marketing dept. Billboards, TV commercials, bringing in famous personalities from media toendorse their packagesDistinctive Product Features. Value added services. Online billing. GPRS enabled. Mobilink also started 3 friend and family number with a charge of 2.25/min stillexpensive as compared to Warid but giving incentive to subscriber there is anadditional cost of RS 25 to add friends and family number.. International roaming: Bilateral roaming agreements signed with 100 countriesaround the world to have true roaming service operational in 151 operators of theworld.Functional Level StrategyNew Technology. Introduced GSM tech- excluding the AMPS. GPRS system – fast and inexpensive. MOBILINK GSM Short Message Service Center allows Vehicle Tracking and FleetManagement services that are being provided by Tracker (Pvt.) Ltd., under thebrand name of C-Track, a company licensed by PakistanTelecom Authority (PTA). Tracker currently operates from Karachi but can providethese facilities at all those locations where GSM coverage is available.The differentiation strategy is usually targeted at people who are not particularlyconcerned with price, so it can be quite profitable e.g. indigo and blackberry arerelatively expansive packages; blackberry is mainly targeted for the businessclass who can afford it. In this way, the revenue generation remains high.Mobilink offers tariff plans that are exclusively designed to cater to thecommunication needs of a diverse group of people, taking into account occasionalusers to businessmen. To achieve this objective, mob offers both postpaid(Indigo,relatively expensive) and the prepaid (JAZZ, relatively inexpensive)solutions to their customers. 21
  22. 22. Differentiation Advantage:• Because Mobilink target the customer groups they offer tariff plans that areexclusively designed to cater to the communication needs of a diverse group ofpeople, taking into account occasional users to businessmen. To achieve thisobjective, they offer both postpaid (Indigo) and the prepaid (JAZZ) solutions totheir customers• The marketing department immediately identifies and responds to the customerneeds and comes up with interesting marketing strategies.Mobilink is the first cellular operator to introduce the “franchise “concept in thecellular industry in Pakistan and currently operates the largest franchise networkin Pakistan with over 250 franchises/national distributors (dealers operatedservice centers). In order to extend its reach even further, Mobilink worked withits franchisees to develop a network of over 500 sub dealers, these operate aspoint of sales (POS) and are branded “Mobilink Connect”. Each franchisee isadequately equipped to process sales, collect bills and offer customer services. Allfranchises have trained sales and service staff fully capable of tackling saleschallenges. 22
  23. 23. COMPETITION WITH OTHER CELLULAR NETWORKSCurrently, the mobile sector is undergoing intense competition among the five mobileOperators. Value Added Services have become Important over last two years. InPakistan’s competitive and heated mobile market operator’s survival lies in getting intonew areas exploring new Value Added products, and providing better quality ofservices.This is only possible by rolling out networks and be the first to reach untappedPopulation of the country. Out of 376 tehsils across Pakistan, almost 77 % are coveredwith mobile networks. 35 30 25 Mobilink 20 Telenor 15 Ufone Zong 10 Warid 5 0 Market ShareIn 2005 there were less than 2000 cell sites erected by all mobile operators all togetherfor provision of mobile services. Today total Cell sites of all mobile operators are morethan 17,500.In 2010 the share of each company in mobile market exhibited a Change, except forUfone whose subscriber share remained more or Less the same. Mobilink kept onloosing its share for another year in favor of Telenor and Zong despite its securesubscriber base, Whereas Warid share in the market has dropped significantly. 8000 7000 6000 5000 Mobilink 4000 Telenor 3000 Ufone 2000 Zong 1000 Warid 0 Cities/ Towns/ Villages covered by the company 23
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  25. 25. Management FunctionsPlanning (Selecting goals & ways to achieve them)  Goals are set by parent company.  Strategic goals are set by 4 think tanks within an organization in contact with foreign think tanks in Egypt  Every employee work individually to achieve common directed goal in autonomous (as long as it can be stretched) way.  Hive mentality method (every employee think alike), follow target achieving method.Controlling (Monitor activities and make corrections)Reporting is mechanism of monitoring.  President reports to Parent company.  Employee empowerment, delegation of authority (span of control).  Each employee has autonomous control, no need to follow hierarchy/chain of command in order to make correction and confirmations, can contact management personnel at top in case of need and urgency and make corrections by themselves whatever the position.  Monitoring activities as responsible employee within the specified limitations/goals but specified limitations/goals have enough elasticity.  Little direct supervision (Org structure)Leading (Influence)  Leaders of team/departments in major cases/scenarios follow consensus.  Take consideration of suggestions, feedback of each employee in teams for better outcome.  Very friendly leaders with high communication skills to convey ideas / orders back and forth.  Increasing motivations and participation.Organizing (Assign responsibility for task accomplishment)  Department based task, e.g.  Marketing department deals with competition.  Finance department deals with financial matters of the company.  Customer care deals in support centre, call centre, service centre (franchise, charity etc.)  Strategy department deals in planning.  Sales department deals in sales.  HR department deals in workforce decision. 25
  26. 26. ORGANIZATIONAL STRUCTURE OF MOBILINKAlthough, all departments in an organization play a vital role in achieving goalsand objectives. Mobilink has cross functional teams, decentralization, lowformalization, open communication network, minimal formal rules, and wide spanof control. Yet the major departments are as follows:MarketingFinanceHuman ResourcesCustomer CareStrategySales 26
  27. 27. CORPORATE SOCIAL RESPONSIBILITYOur Commitment to Tomorrow Community Mobilink assumes its responsibility and obligation towards society and has proven itself as one of the most responsible corporate. Mobilink identifies and supports needs, causes and necessities of the society. Each year, Mobilink and its staff contribute significantly to charities and community projects to help bring about a better quality of life to the less privileged in the community andenrich the lives of Pakistanis. Voluntary donations are collected regularly andMobilink employees have dedicated 250 hours per month to voluntary communitywelfare work.In addition to various donations for community projects, Mobilink is a partnerorganization of Roshni Homes supporting their cause by providing monetaryassistance for a new youth housing block as well as media support for a fundraising campaign. At the inauguration of the Mobilink block held onNovember 6th 2007, a further commitment for financial support of the top12 students of Roshni Homes has been made.Disaster ReliefWhen the devastating earthquake of 2005 struck the Northern areas ofPakistan, Mobilink was amongst the first to respond to the crisis. In additionto immediate emergency relief efforts, we have expanded our support tosustainable projects that aim to rebuild lives and communities affected bynatural disasters.Mobilink is also engaged in rehabilitation and reconstruction activities inChamman Kotli Nawab Khan Village. The rehabilitation includes construction of172 houses, providing infrastructure and a water supply system for the residentsof the village. Mobilink is supporting the construction of 50 houses in this village,with a total commitment of Rs. 20 million to the project. Education Mobilink currently supports the building of schools by the citizen foundation (TCF), on of the largest non-profit organizations working in the field of education in Pakistan. In December 2006, on reaching the milestone of 20 million subscribers, Mobilink announced a financial commitment of Rs.20 million for the construction of schools in collaboration with TCF in under-developed areasof Nathoki, Lahore and Taiser Town Karachi. It has at present expanded itsnetwork of purpose-built schools for deserving children to 311 units, educatingalmost 40,000 children all over the country. Health Mobilink is determined to play its part in improving access to health services in Pakistan and protecting the most fragile members of our society. Our support went to the Pakistan Myasthenic Welfare Organization (PMWO) to facilitate the development of a special mini ward at the 27
  28. 28. Pakistan Institute of Medical Sciences (PIMS) Hospital. Mobilink also supportspolio eradication campaign in Pakistan.Upholding & Promoting Responsible Business Practices Our Commitment to Employees At Mobilink we believe that our employees are our greatest strength. We believe in the development of our employees into well-rounded professionals equipped with entrepreneurial skills who are adaptable, proactive, articulate, efficient, and responsible. A number of initiatives have been put in place to achieve these goals. Several activities undertaken by HR are aimed atfacilitating communication within the organization, to promote women and toallow employees the opportunity to voice their opinion directly to the presidentand management team. Mobilink also ensures that employees find a safe, familyfriendly and healthy environment at their office. Moreover, Mobilink offers all itsemployees the opportunity to take part in the Education Assistance Program,which encourages individuals to actively participate in financial assisted workrelated skills. Our Commitment to the Environment Reuse and Recycling of Billboard Skins Mobilink is the first and so far the only corporate organization in Pakistan to implement a recycling program, which uses outdated billboard skins to manufacture school bags for under-privileged children in the rural areas of Pakistan. Recycling Office PaperMobilink recycles office waste paper on a regular basis including scrap paperboxes, wires and wooden boxes. Substantial amount of paper is sold each monthto be recycled. Proceeds collected are used to fund HR PMO community welfareactivities. Our Commitment to Corporate Ethics Adherence to our code of ethics is subject to management attention, with periodic audits carried out by the Internal Audit Department and reviewed by the Business Ethics Compliance Committee. 28
  29. 29. HR FUNCTIONS AT MOBILINKBasic role of HR department in MobilinkMobilink is the largest telecom company of Pakistan because it has managed toattract the best professionals in the industry. In addition, these team playersunderstand their roles and execute their duties in a way that eases the ride forother team members. To achieve this perspective HR department has to play themajor role and it is the role of HR department to attract, retain, develop andsustain the top notch work force. This is the first approach regarding the basicrole of HR department in Mobilink. This approach is practiced that give the resultsof hiring the best and performing on the edge.Second approach is that HR department is responsible to maintain internal equityby having standard in term of competition while interacting with market forces(economy and political scenario).HR department plays a vital role in the success of Mobilink as performance oforganization is based on the performance of people. The above mentionedapproaches are the key concepts being practiced in HR department of Mobilink. HR Department at MOBILINK-NTO Building 29
  30. 30. RecruitmentMobilink has a separate department for staffing. This department is responsiblefor taking all the hiring decisions for the company. They practice different policiesregarding recruitment and selection. One of their policies is that hiring the topnotch professionals from industry and based on their performance, incrementsare made.Sources for recruitment:Employee referral is the basic source of recruitment. 90% of the employees arehired through reference. Other methods for recruitment are also used but majorsource is reference. Others may include Advertisements, Job fair, UniversityGraduates and agencies also. But major chunk working in Mobilink is there due toreference.Models used for recruitment. News papers. References. Job Fairs. Graduates Profile BookSelection:. Initial Interviews. Written Tests. Personality Tests. Psychometric Test. Final InterviewsTypes of Hiring. Direct Hiring. Indirect HiringDirect Hiring:They use different tests. They apply different psychometric tools to select thepotential candidates. In selection they use XYZ tool. In that tool they givedifferent questions with 1, 2 or 3 answers to the candidate and candidates haveto choose one number for the answer and then they give scoring to their answers.They have specific system to get the results of this test with that specific systemthey got the exact answers. This test has 60 to 70% of importance to choose thecandidate. And left 30 to 40% is for all interviews and different tests. This kind ofhiring they mostly use for the selection of higher management.Indirect hiring:This type of hiring they have to use for critical position. If company requiressomeone immediately for some specific job or some business requirement, the 30
  31. 31. company goes to the third party (some kind of references) or they can give abetter package to a good working employee of some other company.Hiring of Lower Staff:Hiring of lower staff is mostly on just their CVs. They just get good CVs shortlistthem and after a casual interview they hire the candidates.Performance and AppraisalsIn Mobilink they have annual appraisal system. Two years back they were usingmanual system for performance and appraisals. The employees give the hardcopy of whatever they have done in a year. And now their system forperformance and appraisals has been changed. Now they have complete onlinesystem for this process. Rating satisfactory improvement addition objective,where they maps annual appraisal.Self AppraisalsThen there is another form which employee has to fill by himself if whatever hehas done in the year for the betterment of the company. Then it goes to 1st linemanager for checking and approving. After his approval the application againgoes back to the employeeTraining and DevelopmentFor the purpose of training and development Mobilink takes the decision oftraining after applying three main steps to check the need for training and aproper way to adopt for the purpose of training. The three main steps to befollowed to take the decision that how much the decision of training were validand how beneficial it was for the organization is;. TNA (Training Need Access). Development. EvaluationThe competency based “Training Need Analysis” is divided into three parts:- CoreThe core analysis is to be done for all jobs, grades and departments.- ManagerialThis type of analysis helps company to check the managerial skills of theemployees which are working on management level.- TechnicalTechnical analysis is to check the job related skills of employees. It is mostly donein IT department.In all these three types of analysis the employees have to fill the onlineapplications and for this they give 5 levels to each. After getting the applicationsfilled by employees they check the current level of employee skills and requiredlevel. Now the gap between current and required level is called “Gap” and theanalysis for this gap is called “Gap Analysis”. 31
  32. 32. Then they get information from all the departments from all the departments oftheir company. Then they check the required levels of training in differentdepartments and highlight them. The company design trainings according tothese levels.Training:There are two types of training that mobilink opt. - In House TrainingIn this type of training the company uses their resources to train theur employeesand get their personal trainers.TrainersThe company hires the panel of trainers for the purpose of training. They keepthe CVs saved in their records and call them according to the need of training.. Public Training ProgramThere are two types of public training programs.. Local ProgramsFor local programs mobilink gets help from different local institutions to train theiremployees. Their names are;1. LUMS2. PIMS (Pakistan Institute of Management Sciences)3. Navites4. MDI (Management Development Institute)5. Golf StoneInternational ProgramsFor international training mobilink get assistance from;1. Euro Matech2. Insead in France3. Informa in UKMethod of TrainingThere are two methods to be followed by any organization to train theiremployees;. Informational Method. Experimental MethodMobilink use both the methods to train their employees. They have made thesemodels for their employees because they feel that both the methods are helpful 32
  33. 33. to get knowledge from the trainer as well as they can share their ideas with eachother while working in artificial environment.EvaluationFinally after the process of training they check wither the goal or objective of thetraining has been accomplished or not. The types of criteria to check theaccomplishment of objective of training are;. Reactions of Trainees. Learning. Change in Behavior. The Results. Return on investment. Utility Analysis 33
  34. 34. LIMITATIONS • One of the major limitations we faced while carrying out this research project was the lack of cooperation on the part of the management of the Mobilink in providing the data. 34
  35. 35. CONCLUSION• Mobilink is following all management functions effectively, as it is the subsidiary of Orascom, corporate strategies are developed and communicated from the top level.• Region is accountable to the parent company from where instructions are received and applied in the organization nationwide.• Mobilink has a friendly environment where each employee is empowered to exercise delegated powers and has an authority to directly contact the president, if need be.• Mobilink has research setup that identifies emerging local opportunities and makes suggestions to the parent organization.• They are agile to adopt latest technologies, launch innovative products & services, and offer a learning environment to its employees.• Marketing team at Mobilink is working at the best of their abilities in designing and executing distinctive marketing approaches in such a competitive local telecom scenario.• Vindicated Compensation planning and exquisite retention policies have enabled Mobilink to hire and retain best professionals in the industry.• Mobilink has proven itself as a socially responsible corporate by participating in charity and education programs that support the poor. 35
  36. 36. RECOMMENDATIONS • Continuous decline in market share and subscriber base in last few years. • Company’s financial conditions are good even in economic downturn yet have been incurring huge expenses. • The Strategies Mobilink should follow on are: o Adopting innovative technology, mobile wallets and gift cards product development and mobilizing the brand o Global Expansion in emerging markets o Market Penetration; concentrate on providing reliable and better services. o Concentrate on Customer Retention and gaining market share o Backward integration over vendors for reduction in infrastructure maintenance cost and other expenses. 36
  37. 37. REFERENCES 1. Wikipedia Article, Mobilink http://en.wikipedia.org/wiki/Mobilink , date viewed August 8th, 2011 2. Official Website, About Us http://www.mobilinkgsm.com/about/about.php , date viewed August 8th, 2011 3. Official Website, About Orascom Telecom http://www.mobilinkgsm.com/about/orascom.php, date viewed August 8th, 2011 4. Official Website, Vision & Values http://www.mobilinkgsm.com/about/vision.php, date viewed August 8th, 2011 5. Official Website, Management http://www.mobilinkgsm.com/about/management.php , date viewed August 8th, 2011 6. Official Website, Network http://www.mobilinkgsm.com/about/network.php , date viewed August 8th, 2011 7. Official Website, CSR at Mobilink http://www.mobilinkgsm.com/csr/index.php , date viewed August 8th, 2011 8. Babar Bhatti’s, Mobile Market Analysis – Mobilink Is Still #1, http://telecompk.net/2007/10/01/mobile-market-2007-mobilink-at-top , date viewed August 8th, 2011 9. Mobilink Project, http://www.scribd.com/doc/9695194/Mobilink-Project , date viewed August 8th, 2011. 37

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