Internal Business Analysis Of Mobilink

This report is prepared as a result of performing eight weeks of Internship in Mobilink Broadband & Carrier Division as a compulsory requirement for the completion of Degree of Master in Business Administration from the University of Peshawar.

I choose the Broadband and Carrier Development department of the Mobilink with a view that the future time is only of the digital communication, and the simple analog communication is going behind the curtains. And here is this department, we can learn a little about how the Digital Subscriber Line is set up, and that how is it connected nationwide.

Following is the detail of the sequences, in which the report is constructed, along with the facility of getting all this report in a Compact Disk.

I was interviewed and hired by Mr. Syed Munir Shah, the Area Manager of Broadband Department, Mobilink Peshawar. My internship started on 22nd November, 2010 and lasted for 8 weeks until 24th January, 2011, with the official working hours starting from 9am to 5:30pm. During the internship, I straddled in the department of Broadband along with the field work associated with the department.

This report contains Introduction about the study conducted, introduction about the Organization, the Structures of the Organization and provide other necessary information’s about the organization like SWOT Analysis, Structure of the Marketing and Sales Department, Functions of the Marketing and Sales Department.

The report also contains my recommendations, suggestions and critical analysis about the organization.

Chapter 1 Introduction of the organization

Historical Background

Historically people would used sound, light and smoke as a mean of telecommunication in Africa, the Africans were famous for communication through the sound produced by drums. The Native Americans were famous for their smoke signals and communication through it. In the medieval times the concept of communications through the light signals was first introduced by the Sailors.

Early Telecommunications

All the methods of telecommunications mention above were not capable of sending huge amount of data and secretive messages through a very large distance.

The first major back through in the field of modern telecommunication can be credited to the inventor of telegraph machine. In 1792, a French engineer, Claude Chappe invented the modern visual telegraphy system between Lille and Paris. In 1794, a Swedish engineer, Abraham Edelcrantz built a quite different system from Stockholm to Drottningholm. As opposed to Chappe’s system which involved pulleys rotating beams of wood, Edelcrantz system relied only upon shutters and was therefore faster. However semaphore as a communication system suffered from the need for skilled operators and expensive towers often at intervals of only ten to thirty kilometers (six to nineteen miles). As a result, the last commercial line was abandoned in 1880.

Telephone

The name of Alexander Graham Bell is very famous, he is known for the invention of the first telephone system in 1876. The first commercial telephone services were started in 1878 and 1879 in the cities of New Haven and London. Alexander Graham Bell had the patent to start such a system in both America and England. This let to the growth and development of the telephone lines all over America by the mid-1880s. Despite this, transatlantic voice communication remained impossible for customers until January 7, 1927 when a connection was established using radio. However no cable connection existed until TAT-1 was inaugurated on September 25, 1956 providing 36 telephone circuits.

In 1880, Bell and co-inventor Charles Sumner Tainter conducted the world’s first wireless telephone call via modulated light beams projected by photo phones. The scientific principles of their invention would not be utilized for several decades, when they were first deployed in military and fiber-optic communications.

Radio and Television

Galileo Marconi established wireless communication (Radio) between Britain and Newfoundland, earning him the Nobel Prize in physics in 1909 (which he shared with Karl Braun).

On March 25, 1925, Scottish inventor John Logie Baird publicly demonstrated the transmission of moving silhouette pictures at the London department store Selfridges. In October 1925, Baird was successful in obtaining moving pictures with halftone shades, which were by most accounts the first true television pictures. This led to a public demonstration of the improved device on 26 January 1926 again at Selfridges. Baird’s first devices relied upon the Nipkow disk and thus became known as the mechanical television. It formed the basis of semi-experimental broadcasts done by the British Broadcasting Corporation beginning September 30, 1929.

After mid-century the spread of coaxial cable and microwave radio relay allowed television networks to spread across even large countries.

Computer Networks and Internet

George Stibnite was the first person to transmit problems using teletype to his Complex Number Calculator in New York and receive the computed results back at Dartmouth in 1940s. This invention let to the development packet switching – a technology that would allow chunks of data to be sent to different computers without first passes through a centralized mainframe. A four-node network was formed on December 5, 1969. This network would become ARPANET, which by 1981 would consist of 213 nodes.

ARPANET’s development centered around the Request for Comment process and on April 7, 1969, RFC 1 was published. This process is important because ARPANET would eventually merge with other networks to form the Internet and many of the protocols the Internet relies upon today were specified through this process. An e-mail protocol, SMTP, was introduced in August 1982 by RFC 821 and http://1.0 a protocol that would make the hyperlinked Internet possible was introduced on May 1996 by RFC. All of these developments let to the modern day internet (www) ion 1989 at Switzerland.

Internet access became widespread late in the century, using the old telephone and television networks.

Dr Martin Cooper, a former general manager for the systems division at Motorola, is considered the inventor of the first modern portable handset. Cooper made the first call on a portable cell phone in 3April 1973.

TimelinesChapter 2 Nature of the organization

History of the organization

Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc. later it was sold to Orascom, an Egypt-based multi-national company.

Customer subscribed base in Pakistan – a base of over 24 million and growing. Mobilink prides itself on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers.

Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry.

In addition to providing advanced voice communication services that makes the lives of millions that much easy, Mobilink also offers a host of value-added-services in its Mobilink World brand to its prized customers. At the same time, Mobilink places high importance to its coverage, which is why it covers its customers in 500+ cities and towns nationwide as well as over 100 countries on international roaming service. Mobilink is also the official telecommunication service provider for the Pakistan Cricket Board (PCB). The company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27 June-2006.

 Country Brand Name Market Share

Algeria Djezzy 73.0%

Pakistan Mobilink 63.8%

Egypt Mobinil 53.5%

Tunisia Tunisiana 29.4%

Iraq Iraqana 100.0%

Bangladesh Banglalink 1.0%

Congo Brazzaville Libertis 36.8%

Zimbabwe Tel Zim 31.0%

Democratic Republic of Congo  Oasis Telecom 5.1%

Business volume of Mobilink

The company is Pakistan’s leading cellular operator with a subscriber base of 31.5million and market share of 63% in October 2010.

Share Holder Structure OT (including 58.69 indirect)       88.69%

Ray shield Investment Ltd           11.31%

Total Number of Subscribers 3,815,597

Total Number of Prepaid Subscribers 2,873,148

Total Numbers of Postpaid Subscribers 942,449

Market Share 63%

Geographical Coverage 500+ cities – 90% of the urban population

Date of Launch 1994

Service Centers 19

Franchises 600

Retail Outlets 15,000

Products Offered Indigo (post paid), Jazz (pre paid), Mobilink PCO and Mobilink World

PRODUCT LINE

Product line is defined as:

“All the products made by one company under various names being offered in the market for sale are the product line.

Product Line

The product of Mobilink contains four basic products.

Mobilink Indigo

Mobilink Jazz

€ Mobilink World

€ Mobilink PCO

Mobilink Indigo

Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo. Indigo ignited an evolution in the communication industry redefining the essence of the post-paid services in Pakistan. The brand delicately caters to the need of its customers, symbolizing the vision of connecting the subscribers in every aspect of life. Indigo says:

“In life you come across some exceptional people, who, like you, appreciate only the finer things in life. When it comes to creating a bond and staying connected to them count on Indigo for its unrivalled premium post – paid connectivity to get you through”.

Indigo Offerings

·€ Indigo

·€ Blackberry

·€ Citi Mobilink Credit Card

·€ Call & Control

·€ Indigo Reward

·€ Indigo Genie

Mobilink Jazz

Jazz is the most famous service ever created by the Mobilink that attracts peoples from every walk of life like teenagers students and middle class customers.it provides a verity of new services for its users tat are highly attractive.

Jazz Offerings

·€ Jazz Budget

·€ Jazz Octane

·€ Jazz Ladies first

·€ Jazz Easy

·€ Jazz Share

·€ Jazz Load

·€ Jazz Advance

　

　

Mobilink World

It is the additional Value Added Service that provides many new avenues for its users. The services of Mobilink World are very helpful and attractive for its users due to its reliability and inexplicit innovations.

Mobilink World Offerings

·€ Mobi Safe

·€ Holy Sayings

·€ Corporate SMS

·€ Mobi Greetings

·€ SMS Scheduler

·€ SMS Game Time

·€ Bolo SMS

·€ Mobitunes

·€ G:i:30

·€ WAP Portal

·€ Mobilink Edge

·€ Mind Reader

·€ CricVideo

·€ International SMS Chat

·€ Ring Tone Club

Mobilink PCO

In all the telecommunication companies Mobilink for the first time introduce the services of Mobilink PCO. Mobilink PCO is a wireless phone that targets the lowest echelon of the market by providing them inexpensive and instant telecommunication.

Through this service Mobilink has helped a lot of low income people in earning some money in an easy and inexpensive manner.

Mobilink PCO gives higher returns to its owner through a low investment.

Mobilink PCO is also in a sense a sustainable mean of earnings that provides a variety of opportunities to the persons who invest in it.

·€ A high network coverage and latest wireless technology make it a useful tool almost everywhere.

·€ Benefits from after sales services

Competitors of Mobilink

Competitions in all around you, as Mobilink have their competitors like

PTCL

Telenor

Zong

Warid

Ufone

Brain Net

Comsats

Wateen Wireless

World call wireless

Cable Net

So customers have a big choice with them, and only one persons efforts motivate them to a single company, once you bring them into the company your technical and after sale service staff maintain them to be the part of the company, retaining a customer is an art and the company learn that can stay a long into the market, as Mobilink doing and doing at its best.

Chapter 3 Organizational Structure

Organizational Structure

The organizational structure provides the basis for dividing activities into appropriate departments, divisions, sections or other units and ultimately into jobs. The division of activities serves to establish the duties of each job and in turn, the responsibilities of the employees who are assigned to the job.

Organizational Hierarchy of Mobilink

It is the graphical representation of authorities and responsibilities. It defines the various level of management and its span of control.

HOD/Head Of CI

(Mr. Qalat Khan)

Manager Customer Support

(Inayat ur Rehman)

Manager Billing/Collection

(Amjad Khan)

Manager

SME

(Syed Munir Shah)

BDO

(Sofia Azmat)

SME Executive

(Abbas Khan)

Resaler

(Shakeel Ahmad)

SME Executive

(Imtiaz Khan)

Collection Officer

(Ayaz Khan)

Billing

(Nawaz Ahmad)

Customer Sulotion

(Kashif Iqbal)

Customer Solutions

(Ijaz Khan)

Customer Solutions (Ghulam Muhammad)

HOD/Head of NCI

Qalat Khan

Mr. Qalat Khan is the manager operations here in Peshawar office and also leading the Department of NCI (New Customer Installations) his team is of 5 persons named

Muhammad Sajjad (NCI)

Masood Durrani (NCI)

Atif Israr (NCI)

Sajid Niaz (Field Officer)

Muhammad Ramzan (Field Officer)

Customers Support

Inayat ur Rehman

Mr. Inayat ur Rehman is the team lead of Customers Support and Solutions and having 3 team members. In his team who are every time open the move to resolve the customers problems. His team members are:

Kashif Iqbal

Ijaz Khan

Ghulam Muhammad

Collections & Billing

Amjad Khan

Mr. Amjad Khan is the manager of the collections and billing department. In collections and billing team there are two person who are responsible for the billing issues and reporting to Islamabad office, Name of those two person are:

Amjad Khan

Muhammad Ayaz

SME (Small & Medium Enterprises)

Syed Munir Shah

SME (Small & Medium Enterprises) is the department that is looking forward for sales and generate maximize the profit share of the company this department is lead by Mr. Syed Munir Shah who is area sales manager in Peshawar and having the following team

Miss Sofia Azmat (Business Development Officer)

Mr. Abbas Khan (SME)

Mr. Imtiaz Khan (SME)

Mr. Shakeel Ahmad (Resaler )

Number of Employee

Mobilink has almost 3,500 numbers of employees in all of the four provinces of Pakistan providing largest coverage area. Only approximately 3,500 employees and largest cellular company shows the size of the company.

Head Office

Head office is situated in F-8 Markaz, Islamabad.

Main Offices (Customer Care Centers)

List of main offices are as under:

Peshawar

FaisalAbad

Gujranwala

Hyderabad

Islamabad

Gulshan Karachi

North Nazimabad Karachi

NTO Karachi

Mobilink House Karachi

Mobilink House Gulberg Lahore

Eden Centre Lahore

McLeod Road Lahore

Mobilink House Multan

Quetta

Rawalpindi

Rahim Yar Khan

Sargodha

Jhelum

Sukkur

Departments in Mobilink

There are three departments in the Mobilink. This division is based on the operations they performed.

Customer Support

Activities of this department are:

No network coverage problems faced by the customers

Problems with the GPRS

All the problems related to the post paid connections

Problems related to the blockage of the post paid connections

Billing & Collection

Following are the activities of this department are:

Formation and creation of the bills related to the Postpaid connections

Providing the account information to the Postpaid customers

Collection and receiving of the bills

All the financial matters related to the Postpaid connections are also handled by this department

SME

Activities of the SME departments are:

Maximization of the company Market Share

Generation of the sustainable profits

Creation of the business development strategies

Matters related to sales and resale’s

Comments

I was about eight weeks in this office and have found all members very caring and hard worker and I have learnt a lot from them, as I worked with all of them although I had planned to do my internship in the marketing but I also availed the opportunity of working with the technical persons and learnt from them. For example method of line patching and customer installation.

Organizational structure of Mobilink House and entire Mobilink GSM is same, each and every one is reporting daily basis to their heads and getting instruction by each beginnings of day, every person is working very systematically and reporting at his best on which his appraisal been made twice in an year,

I found all of them so much caring that I could not feel myself in an office, working in Mobilink house was just like a dream come true and I wish I could get a chance to have job there in future.

Chapter 4 Plan of Internship Program & Training

INTERNSHIP DEPARTMENT

Introduction

I was interviewed and hired by Mr. Syed Munir Shah, the Area Manager of Broadband Department, Mobilink Peshawar. During the internship, I straddled in the department of Broadband along with the field work associated with the department

The Telecom Sector is spreading all over the world and it is going to be the essential part of the lives of the humans. It is going through a process of rapid change in the world of technology. In line with global trend and for meeting the emerging demand, major initiatives have been taken by Mobilink to upgrade its network and also to introduce a range of new value added services like Broadband And so I have also selected their department of Broadband for my Internship.

Date of Internship

I have done my internship from 22nd November, 2010 to 24th January, 2011 in Mobilink Main Office University Road Peshawar, with the official working hours starting from 9am to 5:30pm.

As I did my internship only in the Broadband (LinkDotNet) department that’s why I have mention the time I spend in this department of Mobilink.

Tasks I performed

During the internship, I straddled in the department of Broadband along with the field work associated with the department, such as:

DSL Installation

Router Configuration

LAN Installation

Complaint Handling

Maintain the LAN

Maintain the DSL

Marketing

Advertising

Chapter 5 structure of the marketing department

Departmental Hierarchy

Number of employees working in the department

Marketing operations

Chapter 6 Function of the Marketing Department

Segmentation strategy

Segmentation is the process of segregating the market into different segments on the basis of differences among them such as:

Age

Gender

Income

Social class etc

Mobilink follows a comprehensive market segmentation strategy in order to fulfill the needs of every segment that will help the company in formulating accurate strategies resulting in profit maximization.

For example,

Ladies First is only for targeting the ladies.

Indigo for corporate class.

Jazz for the youngsters.

Target marketing strategy

Target marketing is the focusing of company on a single or few market segments through their marketing strategies built specifically for those segments.

For example:

Jazz Octane

Targets those customers who want to have fun in their daily life……..enhancing energy in their personality of youth with low SMS rates, discount rates and lower air time rates for three numbers.

Jazz Budget

Target market is those young boys and girls who want to stay in touch with their friends and family all the time but with cheaper rates.

Jazz Ladies First

Specifically designed for ladies (housewives) who along with their routine work want to have recipes, beauty tips, shopping discounts etc. (Also lower rates for special numbers)

Jazz Load

Every one has not enough to recharge a card of hundred or more than hundreds that’s why this new service help them in reloading money up to the lowest ten rupees .

Jazz Easy

Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers, they also benefit tremendously from the fabulous rates to call on any other network.  

Jazz Advance

JAZZ Advance is another exiting service that allows the customers to get some loan in the form extra credit in advance.

Jazz Share

JAZZ share is anew attractive service of Mobilink for the family members. Through this service the family members can share their any time.

Mobilink Indigo

Mobilink Indigo targets the corporate sector and higher echelons of the society. Indigo targets the upper business class that is not concerned with the cost but want convenience, quality and a brand image that suits their personality.

Positioning

By the phrase of “Reshaping Lives” Mobilink has tried to create a unique image in its target market.

Their message for the customers and consumers is the provision of the best telecommunication services all across the country with unshakeable network coverage.

Pricing strategy

Although there are many pricing strategies followed by different organizations according to their conditions, however Mobilink follows a single strategy for pricing.

Psychological Pricing Strategy

The reason for Mobilink to follow the Psychological pricing strategy is their current presence in its maturity stage. Although Mobilink is in its maturity stage yet it occupies the highest position in the market share that’s the reason for Mobilink to follow a psychological pricing strategy.

Distribution Strategy of Mobilink

Distributions strategies most often consist of three main types.

Intensive Distribution

Extensive Distribution

Selective Distribution

Both intensive and extensive strategies for the distribution are carried by the Mobilink. The Intensive distribution strategies used by the Mobilink are usually for prepaid services. However its extensive distribution strategies are related to the products such as SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid cards). For corporate target market they use the selective distribution strategy.

Promotional strategy

Promotion is the means to promote the companies’ product in order to enhance sales. Mobilink uses various means to promote its products, promoting a product requires various techniques and tools to enhance and to attract customers to buy the company’s products. Mobilink not only tries to attract the customers through ads but also attract retailers and Franchises by giving them handsome profit margins. Every possible and effective Media is used for the promotion of the Mobilink Products including print, electronic, broadcast and FM radio and through internet.

Media Promotions of Mobilink Products

Personal selling

Sales promotion

Mass selling

Personal Selling

Personal selling or door to door selling means that the sales persons of the company go from door to door where they convince people to buy their products. Mobilink use corporate sale method and make the corporate client. Mobilink is leading the corporate sale volume.

Mobilink has specialized department that promote the ADSL product in all over the country. They launched special packages to their clients.

Speed

Data

DSL packages

1 Mbps

Unlimited

1200/-

2 Mbps

Unlimited

2000/-

4 Mbps

Unlimited

3900/-

All above packages includes:

High speed surfing

Free installation

ADSL modem

Unlimited download & upload

No extra phone bill for internet

No hidden charges

All packages are tax free

Talk & surf internet using the same telephone line

Direct Marketing

The direct marketing channels used by Mobilink helps it in avoiding the middle men in hance connect the company to its potential customers directly. The channels of direct marketing are catalogues, tele marketing, e-marketing as well as direct mail.

Sales Promotion

The different types of sales promotion used by the Mobilink are :

Consumer promotions

For the purpose of quicker and high purchases Mobilink is carrying out the many consumer promotion activities such as special deals, student discounts and Router charges in installments etc.

Speed

Data

Students Discounted packages

1 Mbps

Unlimited

885/-

2 Mbps

Unlimited

1445/-

4 Mbps

Unlimited

2775/-

All above packages includes:

High speed surfing

Free installation

ADSL modem

Unlimited download & upload

No extra phone bill for internet

No hidden charges

All packages are tax free

REFER A FRIEND & AVIAL A DISCOUNT OF Rs. 300/-

We at Mobilink believe in state of the art services and customer satisfaction. A mega offer by your DSL service provider in this regard is as mentioned above, This exiting offer has no restrictions, recommend as many friends & family as you can and avail discount of Rs.300/- on each referred customer.

Chapter 7 Structure of sales department

Departmental Hierarchy

Manager Sales

(Syed Munir Shah)

Business Development Officer

(Sofia Azmat)

SME Executive

(Abbas Khan)

SME Executive

(Imtiaz Khan)

Number of Employees

A total number of thirteen (13) employees work in this department. Syed Munir Shah is the Manager Sales who leads this department. Sofia Azmat the Business Development Officer, Abbas Khan the SME Executive and Imtiaz Khan another SME Executive works under the Manager Sales. Each of them leads three salespersons.

Sales Operations

Functions of Sales department

Sales Methodology

Type of selling

Sales return procedure

Customer services department

Process of developing relation with customers

Technique of retaining customers

Technique of attracting new customers

Ways of handling different kinds of customers

Critical Analysis

Being an internee I found conflicts between the employees and a high ratio of leg pulling in the organization.

Internees in Mobilink are not welcomed whole heartedly and don’t get supportive attention from Mobilink employees.

As compare to other companies Mobilink is a bit expensive which makes customer to switch over to the competitor of Mobilink.

Office timings of the Mobilink is very exhaustive for the employees.

They pay less attention on social responsibilities in just concentrating on maximizing their profits.

Mobilink does not provide extra facilities (welfare) and benefits to its employees.

The network system in all the offices of Mobilink is very slow and don’t respond effectively.

Chapter 8 SWOT Analysis

It means the strengths weaknesses opportunities and threats of an organization.

STERNGHTS

Network Coverage

The coverage of Mobilink is the best of all the networks in Pakistan. Normally people prefer Mobilink due to this factor and that’s why Mobilink has captured the biggest chunk of telecommunication market share.

Brand Image

Mobilink has worked a lot since its beginning on the brand image of the company and that’s why it enjoys the most attractive and favorable brand image in the mind of the people which has resulted in greater revenue generation. We can clearly say that the brand image of Mobilink id the strength of the company

Customer care

Mobilink has developed a sound image in the field of solving customer problems. The call centers of Mobilink are very responsive. On a very short notice they solve the customer problems.

Professionalism of employees

The employees of moblinnk are highly professional due to the working environment provided by the company.

VTF

Mobilink’s short message service center allows Vehicle Tracking and Fleet (VTF) Management services.

WEAKNESESS

Call Rates

The call rates of almost all the product lines of the Mobilink are very high due to the fact that its target market is much contracted. This is also one of the reasons for this company to reaching its maturity stage very early. the high rates of its services are not allowing its market share to increase.

Weak advertisement strategy

The advertisement strategy of Mobilink is not competent enough to retain and attract the customers. Nowadays there are fewer advertisements of Mobilink in all form of media

In Competent Engineering Department

The technical staff of Mobilink is very incompete