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Mobilink

Mobilink is Pakistans leading provider of voice and data services, bringing more people togetherthrough service excellence and product innovation. With more than 36 million subscribers, Mobilinkmaintains 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 nextgeneration internet technology as well as the coun trys largest network with over 9,000 cell sitesmaking everyday a better day for its customers.

Housing Pakistans largest distribution and contact centre networks and an unparalleled 6,500kilometers fiber optic backbone, Mobilink has already invested over US $3.9 billion in the country todate, with another USD 1 billion being invested in network modernization. Mobilink providesuninterrupted countrywide connectivity, unmatched customer services and international roaming inover 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 passionatelysupports education, health and environmental initiatives and promotes sustainable business practices.

Geographic of Mobilink

Where other networks fail, ours connects instantly. On highways & byways, throughout thousands ofdestinations across Pakistan, only Mobilink has you fully covered. So no more mixed signals, becauseonly Mobilink talks to you loud & clear.

Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, andvillages across Pakistan. It connects over 31.6 million family members every second of the day withexceptional voice quality due to its broad coverage. Our coverage is expanding day by day, and soon,the only other thing covering Pakistan more than Mobilink would be the clear blue sky.

The type of coverage service Mobilink provides is divided into three main categories:

PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)

Along with nationwide coverage, Mobilink also provides true International Roaming in over 140countries with more than 300 partner operators worldwide.

Social influences

As a responsible corporate citizen, Mobilink offers a range of socially inclusive products and servicesdedicated to enhance access to information. Through Mobilink Foundation, the company passionatelysupports education, health and environmental initiatives and promotes sustainable business practices.

Corporate Responsibility

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Mobilink believes in playing an active role in supporting the community and social development ofPakistan. Our Corporate Responsibility goes beyond charity and donations whereby we take into fullaccount the impact that Mobilink creates on all stakeholders and on the environment when makingdecisions.

Technology

Companies have technology with which they can compete in the Pakistan and now companies areinvesting in their infrastructure to not only expand but also to upgrade their existing structure.

Mobilink is using high IT based technology for operations. Mobilin k uses Motorolas infrastructuremostly at radio based stations, but now it has been exceedingly using Alchatel equipment too.Switching equipment is of Siemens and Alchatel, billing system from Telesens KSCL and Ericsson,Intelligent network from Siemens, Microwave equipment DMC. Mobilink shifts its whole networkfrom 900 MHz to 1800 MHz to be able to offering Value-Added Services like 3Gs.

Political influence:

Telecom companies mostly belong to international telecom group have been performing a lip-servicefor their massive contribution to the national exchequer through taxes but these operators have been

proven wrong and corrupted by National Accountability Bureau (NAB), which unearthed a whoppingRs 47 billion financial embezzlement.

All Mobile phone operators including National Telecommunication communication (NTC) have beeninvolved in corruption of billion of rupees with the help of corrupt officials of Federal Board ofRevenue (FBR).

MarketingIn todays contemporary business world, marketing plays an important role. Mobilink that has anumber of competitors in the mobile industry, need to use their marketing plan and strategieseffectively to attract customer loyalty.

The marketing department at Mobilink anticipates, and satisfies the customers communication needs.This includes consumer behavior research and translating this research into services and pricing plans.The Marketing team also helps in identifying new business opportunities and develops plans to

exploit those profitably. It also designs and implements brand strategies and communication plans.

Operation of company:

Moblink entered into partnerships with different organizations. On the basis findings, it appears thatfor the past years (1999-2003), Moblink had a focus on internal growth. All this is evident from thefact that since the deregulation of the mobile service industry of Pakistan, Moblink has undertakenvarious. The main reason for this change is mainly to keep up with the competition and to retain andincrease its market share. This transition is obvious in Moblink repositioning itself and efforts toensure that it changes its stance from concentrating on its existing market to growing its market

presence hitting the marke t with a new face with the catch phrase Reshaping communication With

the threat of new entrants into the industry after the deregulation, Moblinks strategy took a new turn.To keep abreast with the company, Moblink took the following steps during the last 2 years:

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Expanded its international roaming service scope in 14 more countries includingVietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa,Ethiopia, Uganda, Sudan, Bahrain, and Caribbean Islands. Bilateral roamingagreements signed with 100 countries around the world to have true roaming service

operational in 151 operators of the world. Promotional campaign launched. Jazz bundle offer International summer promotion.

Moblink was the first telecommunication company who brought cellular service first time in thePakistan and equipped customers with the ease of wireless communication. Moblink was pioneer in

the GSM technology and sustained in technological advancement to retain its competitive advantage.

Mobilink have creative people in the marketing department. Bill boards, TV commercials, bringing infamous personalities from media to endorse their packages. Mobilink also started 3 friend and familynumber with a charge of 2.25/min still expensive as compared to Warid but giving incentive tosubscriber there is an additional cost of RS 25 to add friends and family number and also provideGPRS enable. MOBILINK buy SIMs from Motorola there for they face pressure of suppliers.

International roaming: Bilateral roaming agreements signed with 100countries around the world tohave true roaming service operational in 151operators of the world .There are certain areas ofPakistan where PTCL connections are not available; the PTCL cables have not reached yet, but

Mobilink has its service in those areas.

Their differentiation strategy is usually targeted at people who are not particularly concerned with price, so it can be quite profitable e.g. indigo and blackberry are relatively expansive packages; blackberry is mainly targeted for the business class who can afford it. In this way, the revenuegeneration remains high. Mobilink offers tariff plans that are exclusively designed to cater to thecommunication needs of a diverse group of people, taking into account occasional users to

businessmen. To achieve this objective, Mobilink offers both post-paid (Indigo, relatively expensive)and the prepaid (JAZZ, relatively inexpensive) solutions toothier customers.

Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani mobile industries. Sinceit first started its operations, it has been focusing its products on the upper strata of the society. That iswhy its rates are higher than its competitors, Ufone, Warid, Telenor, etc.

Conclusion

On the basis of above analysis & after seeing the practical implementation of those forces we can

say that this company has a bright future and the people (employees) are working hard to provide

customers good services & thats the reas on that today Mobilink GSM is the largest cellular company

of Pakistan.