Mobilink

Mobilink Undoubtedly, Mobilink is the first company to enter Pakistan as the cellular connection seller . So, it enjoys the status of the market leader in the telecommunication sector of Pakistan. The company is believed to be the largest cellular connection service's provider with more than ten million subscribers in Pakistan. With every passing day, the subscribers of Mobilink are growing rapidly as the signals reach everywhere across the Pakistan.

Competitors The major competitors of Mobilink in the sector are Ufone, Telenor, Warid, Zong, Instaphone and Paktel. Instaphone and Paktel are operating at the very limited level now. The key players in the market are just Ufone, Telenor, Warid and Zong. Recently, Mobilink has launched its internet services by the name of Mobilink Infinity. The direct competitors are Wateen and PTCL while there are many indirect competitors like Wi-tribe that exist in the market as well. Service Offerings At present, Mobilink is offering different service packages for its diversified target audience like Indigo, Jazz and Jazba. Indigo is not a pre-pay service rather it is an ultimate post pay service experience. One can easily personalize and customize the value-added services offered by this Mobilink connection. Usually people with blackberry use the Indigo connection, and it is quite popular among the businessmen and professionals for strong signal reception and largest coverage all over Pakistan.

Jazz is the service package that is designed for the fun-loving people that like to talk a lot in lower budgets. It is a prepay connection basically, and people can get the card from any retailer located near to them. Some of the services that are offered by this connection of Mobilink are: affordable calling rates, reliable network and all the fun services that you can ever think of. If you are very expressive and like to talk a lot, this connection is the perfect pick for you. International roaming is also available in Jazz, so if you are traveling to new destination it does not mean that you have to leave your favorite connection behind.

Jazba is the latest edition to business portfolio of Mobilink. It is the true representative of the values of the people living in Pakistan. The connection has a diversified range of text as well as voice plans. The user can choose the one that fits his or her needs perfectly.

Pricing As the company enjoys the status of the market leader, it has the premium pricing portfolio. If you compare Mobilinks rates with that of Ufone and Warid, then you will realize that it is pretty expensive. However, due to business-class reliability on Mobilinks network and coverage, the user hesitates to switch to other brands operating in the market. The company has started the internet package recently in which the consumers can take their office anywhere they like. The unlimited GPRS service is available at an affordable rate of Rs.500/- per month. One can add three people in their friends and family list free of cost in Mobilink connection, the voice call per minute is Rs.2.25. If someone likes to add another friend and family member additional Rs.25 are deducted which is very wrong.

Summary: The Good: Mobilink has the most diversified and updated infrastructure, the coverage all over Pakistan and anywhere in the world is remarkable and efficient management is running it smoothly. The website of the company is very user-friendly and customer service is prompt in case of any problem. The Bad: The rates of Mobilink are comparatively higher as compared to its competitors. The Bottom line: The services provided are very reliable but the rates are high, if Mobilink reduces the rates, it will be the finest brand for every user. For maximum possible coverage, it is the best cellular connection you can have.

Suppliers:
The supply fector is stable & simple as they are running a franchise so they are bound to sell only Mobilink GSM product such as connection of Mobilink GSM & cell phone etc. So they have only one supplier about whom they are fully aware.

Customers:
Major part of corporate sectors Armed forces

Business community Govt. organization Teen ages using JAZZ Students 99% of embassies Shopkeepers Bankers

Swot Analysis
Internal Analysis
Strengths
Mobilink is an acknowledged market leadr of all the companies of its kind. Only cellular services in Pakistan to provide coverage on the M2 motorway. Pioneer in GSM service in Pakistan. Number of customers is more as compare to any other mobile service provider in Pakistan. Highest market share not only in term of number of subscribers but also in term of revenue. Mobilinks short message service center allows vehicle Traking and Fleet (VTF) Management service. Large number of corporate customers Economy of scale Mobilink and Muslim commercial Bank have made a combined effort in order to maximize the ease and the satisfaction of their respective customers by offering them all banking services from their very own mobile handest. The network service of Mobilink is distributed over a wide area. Mobilink provide good service to its customers. The customers of Mobilink are very much satisfied; therefore it is the biggest strength. Mobilink has a distinctive competence. It has adequate financial resources The company has good competitive skills Mobilink has effective product innovation abilities. Increasd brand quality Premium brand image JAZZ advance

The company has hired well-qualified and able employees in all its departments. The service of Mobilink are wide spread such that you can see many small outlets in every market area.

Weaknesses
Mobilink provide costly services to customers as compared to other mobile companies. Sometime the network is busy and over loaded which result in poor connectivily. Customer services center is not providind good quality service.

External Analysis Oppertunities

Before start of more new companies can target as many new customers as thy can. Can lower prices to make business difficult for new companies. Mobilink is completing field testing and certification of its General packet Radio service (GPRS) products; targeted to a market that delivers internet protocol packet services to over 650 million GSM subscribers. Mobilink can expand its target markets and enter new market segments. This company has faster market growth so its must try to introduce such packages that attract more and more customers.

Threats:
New market players are coming in near future. New companies can offer packages for corporate customers in better way. Wireless local loop service providers too targeting areas which are less developed. Current price war may reach at a position where only brand names survive. Due to expensive quality of service now a days customers can shift to other companies. After PAKTEL is captured by china, it introduced many new packages which attract the customer more than any other.

strenths
1: as market leadr it can target

weaknesse
1: Currently Providing not good quality service because of changing their

opportunities

more & more customers.

network from 900 MHz to 1800 MHz,

2: Due to running in economies of Scale, it easily lowers prices to Prevent new entrants. 3: It can target due to high financial

so it may lose its customers. 2: As mobilink provides expensive call Rates to customers as compared to other mobile companies that also hava

Power & competitive skills in those a bad impact on company. Cities and villages, ehere coverage 3: as some time the network is busy and Of no other company can reach. Over loaded, it negatively affect the 4: As it has a good brand image, it has brand image.

Introduced such packages that have 4: Call disconnectivily is too much, that Increased the company revenue irritates the customers. With more customers.

1:

Due to high recourses it can easily Remove threa ts of other competitors.

1: PAKTEL has great threat after Privatization that is not so easy to handle. 2: U.fone that has also large number of

2:

It easily met the challenges appeared After PTCL& PAKTEL privatization.

threats

3: It has ability to work in highly Competitive environment that has created after new companies entrances.

customer and being subsidiary company of PTCL is a big threat on it. 3: WARID & TELENOR have also strong background which enable them to fight with existing company effectively, so it also has a threat on MOBILINK company.

Swot Analysis Diagram

OPPERTUNIIES

TURNOURD STRETEGY

AGGRESSIVE STRETEGY

WEAKNESS

STERNGHT

MOBILINK
DEFENSIVE STRETEGY DIVERSIFICATION STRETEGY

EXTERNAL ENVIRONMENT ANALYSIS:

The Mobilinks external- environment includes their external customers, against and distributers, suppliers, our competitors, etc. The country forces effecting the environment e.g.; political forces, Economic forces, socio-culture forces, and Technological forcesare the part of the external environment.

Political fectors:

Environment is investor friendly telecommunication sector is under de-regulation. Monopoly of PTA will be going to end at the end of 2005. Before WTO (World Trade Organization) implementation government already took steps in de-regulation of telecommunication sector. If the political environment of Pakistan is stable in the then country will be doing excellent on economic front. But now the political environment of Pakistan is so much disturbed, So there are some problems like licensing for installing boosters and towers, use of frequency and other interlinked matters of Mobilinkare effected by it.

Economic Factors:
Mobilink should consider long term and short term state of a trading market. Inflation is controlling by state Bank and under strict eyes but unemployment rate is going up and up with the increase of level of poverty, it shows that Mobilink is also affected economically by these economic fectors of Pakistan and their sales are less.

Socio-cultural factors:
As Pakistan is an Islamic country and people are very strict in case of Islam anything against the philosophy of Islam on either print or electronic media are treated as against Pakistan. Most of the people dislike anything extra-ordinary or something which interrupt their culture or subculture. Telecommunication companies who are targeting upper-end of market mostly published and aired advertisement in English language are not attracting their customers. Thats why Mobilink made their ads in the National language of Pakistan and their ads fully reflect the culture of the Pakistan.

Technological Factors:
Telecommunication companies have technology with which they can compete in the Pakistan and now companies are investing in their infrastructure to not only expand but also to upgrade their existing structure. Currently Mobilink is the company who is providing Multi-media Messaging services (MMS). General Packet Radio service (GPRS), Virtual Private Network (VPN), Pocket Stocks, Conference Calling, Wallpapers, Animated pictures Polyphonic ring tones, Mobile Internet (WAP), and Voice Mail at low price and Telenore is proving an addition feature that one can see TV channels on their cell. Mobilink other new services are CITI Mobilink credit cards, Mobilink internet connection and Blackberry connection. So these Technological factors also effect the sales of the Mobilink against their competitors as they provide more technological services, but the high class or business class use their service, although their rates are high but high class afford them and use them.