Cellular industries


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Cellular industries

  1. 2. Group Members
  2. 3. <ul><li>Introduction of cellular industry in Pakistan. </li></ul><ul><li>Comparison of Ufone and Mobilink </li></ul><ul><ul><li>Products & Services </li></ul></ul><ul><ul><li>Prices </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><ul><li>Promotion ( With videos) </li></ul></ul><ul><li>SWOT Analysis </li></ul><ul><li>Conclusion </li></ul>Our Presentation Includes:
  3. 4. Cellular industry of Pakistan
  4. 5. cellular industry of Pakistan <ul><li>Cellular industry commenced in 90’s when two liceneses were given to paktel and pak com (Instaphone) </li></ul><ul><li>Pakistan has emerged as one of the fastest growing mobile markets among the developing nations. </li></ul><ul><li>12.7 million in 2005 </li></ul><ul><li>34.5 million in 2006 </li></ul><ul><li>76.9 million 2007 </li></ul><ul><li>90 million subscriber mark in September 2008. </li></ul><ul><li>Changes have been made recently in PTA policy. </li></ul>
  5. 6. Current Cellular operators in Pakistan <ul><li>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. </li></ul><ul><li>Ufone a wholly owned subsidiary of Pakistan Telecommunication Co. Ltd (PTCL),started its operation in Jan 29, 2001 It has 21% of subscriber share. </li></ul><ul><li>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. </li></ul><ul><li>Norway’s 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. </li></ul><ul><li>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. </li></ul>
  6. 8. Introduction <ul><li>Mobilink GSM a subsidiary of ORASCOM telecom. </li></ul><ul><li>Mobilink started its operations in 1994. </li></ul><ul><li>Mobilink’s Pakistan Premier Cellular Company have 35% market share. </li></ul><ul><li>Mobilink is currently the market leader of cellular company in Pakistan. </li></ul><ul><li>Ufone is a subsidiary of PTCL. </li></ul><ul><li>Start operations in Jan 2001. </li></ul><ul><li>Ufone Pakistan cellular company have 21% market share. </li></ul><ul><li>Currently second largest cellular operator in Pakistan. </li></ul><ul><li>Now 26% shares owned by Etisalat. </li></ul>
  7. 9. Products <ul><li>Prepaid </li></ul><ul><li>Jazz one </li></ul><ul><li>Jazz budget </li></ul><ul><li>Jazz easy </li></ul><ul><li>Jazz ladies first </li></ul><ul><li>Jazz octane </li></ul><ul><li>Sms fever </li></ul><ul><li>Prepaid </li></ul><ul><li>Ufone life Package </li></ul><ul><li>Ufone Public Demand </li></ul><ul><li>Ufone Panch ka Pandra Package </li></ul><ul><li>Uwon Package </li></ul><ul><li>Ufone ghanta Package </li></ul>
  8. 10. Product <ul><li>Postpaid </li></ul><ul><li>Indigo Freedom Plan 1,2,3,+3,4 </li></ul><ul><li>Indigo Freedom Unlimited </li></ul><ul><li>(Basic,Premium) </li></ul><ul><li>Postpaid </li></ul><ul><li>Ufone ZLR </li></ul><ul><li>Ufone Ease </li></ul><ul><li>Ufone Value </li></ul><ul><li>Ufone Extra </li></ul><ul><li>Ufone Postpay Unite </li></ul>
  9. 11. Services <ul><li>Jazz recharge </li></ul><ul><li>Jazz advance </li></ul><ul><li>Jazz life time connection </li></ul><ul><li>Jazz share </li></ul><ul><li>Jazz club red </li></ul><ul><li>GPRS / MMS </li></ul><ul><li>Mobilink PCO </li></ul><ul><li>U top up </li></ul><ul><li>U loan </li></ul><ul><li>U share </li></ul><ul><li>GPRS / MMS </li></ul><ul><li>Voice mail </li></ul><ul><li>Phone book saver </li></ul><ul><li>U circle </li></ul><ul><li>Ufone walkie talkie </li></ul><ul><li>Call waiting </li></ul>
  10. 12. Services <ul><li>Jazz Ezetop </li></ul><ul><li>Jazz Bolo sms </li></ul><ul><li>MobiTunes </li></ul><ul><li>Mobilink Infinity(broad band) </li></ul><ul><li>Citi Mobilink credit card </li></ul><ul><li>Mobilink Tv </li></ul><ul><li>CLI </li></ul><ul><li>Infoservices </li></ul><ul><li>Horoscopes </li></ul><ul><li>Daily quotes </li></ul><ul><li>Dictionary </li></ul><ul><li>Ufone dosti </li></ul><ul><li>Ufone song catcher </li></ul><ul><li>Ufone self sevice kiosk </li></ul>
  11. 13. Services <ul><li>Mobi safe </li></ul><ul><li>Sms scheduler </li></ul><ul><li>Holy sayings </li></ul><ul><li>Mobilink G.I.30 </li></ul><ul><li>The ring tone club </li></ul><ul><li>Mobi greetings </li></ul><ul><li>UHealth </li></ul><ul><li>UKissan </li></ul><ul><li>Ufone mastermind </li></ul><ul><li>Ufone call block </li></ul><ul><li>Ufone music station </li></ul><ul><li>UGames </li></ul>
  12. 14. Pricing <ul><li>Prepaid </li></ul>Prepaid To mobilink To others sms Rs 1.0 Rs 1.5 call Rs 1.0/ min Rs 1.6/min To Ufone To others sms Rs .50 Rs.1.0 call Rs 1 Rs 1.60
  13. 15. Pricing To Mobilink To Others Sms Rs 1.0 Rs 1.5 Call Rs .90 per 30 sec Rs.99 per 30 sec To Ufone To Others Sms Rs .50 Rs 1.0 Call Rs .99 per 30 sec Rs .99 per 30 sec
  14. 16. Pricing To Mobilink To Others Sms Rs 1.0 Rs 2.0 Call Rs 2.50/min Rs 2.50/min To Ufone To Others Sms Rs .50 Rs 1.0 Call Rs 1.125 per 30 sec Rs 1.25 per 30 sec
  15. 17. Pricing <ul><li>Postpaid </li></ul>Details Freedom Plan Freedom Unlimited 1 2 3 3+ 4 Basic Premium SMS Rs/msg 1.00 1.00 1.00 0.75 0.50 0.20 0.20 Call rate Rs/min 2.00 1.50 1.25 1.00 0.60 0.30 0.30
  16. 18. Pricing Postpaid
  17. 19. Placement <ul><li>the largest cellular network of the country Mobilink. </li></ul><ul><li>Mobilink has set up one of the largest cellular networks in the country. </li></ul><ul><li>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. </li></ul><ul><li>Mobilink also have deployed around 5,000 km of optical cable. </li></ul><ul><li>Mobilink have franchises throughout the country. </li></ul><ul><li>Ufone has invested about $ 500 M on its placement </li></ul><ul><li>Provides network coverage is 4745 destinations which keeps you connected. </li></ul><ul><li>Provides International roaming (130 countries) </li></ul><ul><li>Ufone has 200+ sales & customer centers across Pakistan. </li></ul><ul><li>In Peshawar its customer center is on main University road providing best satisfaction to customers </li></ul>
  18. 20. Placement <ul><li>International roaming in130 countries with more than 300 partner operators worldwide . </li></ul><ul><li>Scratch cards & jazz load is available in every city with retailers. </li></ul><ul><li>Mobile In-Flight Roaming. </li></ul><ul><li>Scratch cards & U top up is available in every city with retailers. </li></ul><ul><li>In-flight roaming </li></ul>
  19. 21. Promotion <ul><li>Through Electronic media( PTV,Geo, Dawn News etc) </li></ul><ul><li>Through Print media.( The News, Dawn, Daily times , Magazines) </li></ul><ul><li>Sign Boards/ Bill boards </li></ul><ul><li>Special events. </li></ul><ul><li>Mobilink-Avis Partnership </li></ul><ul><li>Avis—a global brand and the world’s leading car rental company to offer discounted car rental rates to all Mobilink postpaid customers . </li></ul><ul><li>Ufone promotes its services & products through electronic media (Tv & satellite channels) , print media(News papers,magazines) </li></ul><ul><li>By sponsoring different events like games. Shows, movies </li></ul><ul><li>In domestic Twenty20 cricket series Islamabad’s team was sponsored by Ufone. </li></ul><ul><li>By sending sms to its customers </li></ul><ul><li>By sign boards and bill boards </li></ul>
  20. 22. Promotion <ul><li>Citibank Joint Promotion </li></ul><ul><li>Mobilink has other initiative to promote Mobilink indigo by joining hands with Citibank. </li></ul><ul><li>Corporate social responsibility </li></ul><ul><li>Mobilink believes in playing an active role in supporting the community and social development of Pakistan . </li></ul><ul><li>Mobilink got very interactive website providing all the necessary information </li></ul><ul><li>Ufone Talk and Fly with PIA </li></ul><ul><li>Offers Dubai return ticket (international calls) </li></ul><ul><li>U Kisaan Service </li></ul><ul><li>Introduction of Black Berry to prepaid customers </li></ul><ul><li>Phone b Ufone b </li></ul><ul><li>Ufone website is very attractive and providing all the necessary information. </li></ul>
  21. 23. <ul><li>Strength  </li></ul><ul><ul><ul><li>Market leader/Market share </li></ul></ul></ul><ul><ul><ul><li>Coverage in more then 750 cities and villages </li></ul></ul></ul><ul><ul><ul><li>Extra services </li></ul></ul></ul><ul><ul><ul><li>Aggressive marketing strategies </li></ul></ul></ul><ul><ul><ul><li>Quick response to complaints </li></ul></ul></ul><ul><ul><ul><li>Brand Image   </li></ul></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><ul><li>At times poor service </li></ul></ul></ul><ul><ul><ul><li>At times no Network coverage </li></ul></ul></ul><ul><ul><ul><li>A bit Expensive </li></ul></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>International Market </li></ul></ul><ul><ul><li>Better service in Future </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Competitors ( Ufone, Telenor, Warid and Zong) </li></ul></ul><ul><ul><li>Legal environment, government interference </li></ul></ul><ul><ul><li>PTCL has been given license for cellular operation </li></ul></ul>
  22. 24. SWOT Analysis of U fone <ul><li>STRENGHTS </li></ul><ul><ul><li>Government backing </li></ul></ul><ul><ul><li>Good quality service </li></ul></ul><ul><ul><li>Pakistan's second GSM network </li></ul></ul><ul><ul><li>Established customer base including lower middle class </li></ul></ul><ul><ul><li>Coverage on GT road 60% </li></ul></ul><ul><ul><li>Highly motivated and trained work force. </li></ul></ul><ul><li>WEAKNESSES : </li></ul><ul><ul><li>Less coverage in remote areas </li></ul></ul><ul><ul><li>Not targeting the rural areas at the moment </li></ul></ul><ul><ul><li>No proper planning to cater the excessive demand </li></ul></ul><ul><li>OPPORTUNITIES: </li></ul><ul><ul><li>They can start their services in other cities of Pakistan </li></ul></ul><ul><ul><li>As they are the subsidiary of Pakistan telecommunication limited, they can acquire as much fund needed to improve their technology </li></ul></ul><ul><ul><li>They can also target corporate sector </li></ul></ul><ul><li>THREATS </li></ul><ul><ul><li>Competitors ( Mobilink, Telenor, Warid, Zong) </li></ul></ul><ul><ul><li>Legal environment, government interference </li></ul></ul><ul><ul><li>PTCL has been given license for cellular operation </li></ul></ul>
  23. 25. Conclusion <ul><li>Moblink and telenor lost 1% of their market share which is gained by Zong. </li></ul><ul><li>Ufone and Warid market share remained unchanged. </li></ul>
  24. 26. conclusion <ul><li>Out of total 50 mobile users: </li></ul><ul><li>Mobilink : 17 </li></ul><ul><li>Ufone : 11 </li></ul><ul><li>Warid : 7 </li></ul><ul><li>Telenor : 10 </li></ul><ul><li>Zong : 5 </li></ul>
  25. 27. Conclusion <ul><li>Mobilink has a vast coverage but high prices as compared to Ufone. </li></ul><ul><li>Ufone has low prices that’s why lower and middle class customers prefer it, especially students. </li></ul><ul><li>Mobilink is mostly used by business community and elite class. </li></ul><ul><li>Mobilink has clear call voice than Ufone. </li></ul><ul><li>In short Mobilink is better than Ufone despite of high pricing. </li></ul>
  26. 28. Questions… ?