Chapters

Internship Report On Mobilink GSM

CHAPTER: 1 INTRODUCTION TO STUDY

1.1

BACKGROUND OF THE STUDY:

All students of Institute of Management Studies, University of Kohat are required to undergo an internship program of eight weeks in any national or international organization of repute. It is an academic requirement to justify their BBA (IT) program. Being a student of Business Administration, I was required to join an organization for internship program of eight weeks. I thought it would be better for me to join an organization where not only can I transform my theoretical knowledge about business in general and marketing in particular, into practical one, but can also use this experience as a launching pad in my professional career. The organization I opted for was “Mobilink” a joint venture between, Orascom Telecom Company and Saif Telecom. It was incorporated in 1994, and is engaged in offering cellular services. 1.2

PURPOSE OF THE STUDY:

To understand sales strategies, customer services and satisfaction level of customers at Mobilink. The main purpose of the internship is to provide students with an opportunity to convert their theoretical knowledge gained in Four years into practical one and to build a platform for their professional career as well. This internship report is to present the experience gained, facts obtained, critical point felt during the period and obtained by analysis and recommendations for improvement. This internship report is being BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

presented to Research and Development department of Management Sciences, KUST for evaluation purpose. 1.3

SCOPE OF WORK:

In order to understand the things comprehensively, I had to adjust my work due to shortage of time. At the beginning I took an overview of the organization, and later on I focused my work in the sales and customer service as I am a student of Marketing. Therefore these two areas are the main focus of my study. 1.4

METHODOLOGY OF THE REPORT

Both Primary and Secondary data have been obtained for study purpose. The reason for obtaining primary data is that there has been very little data available for research requirements. Source of Primary Data •

Personal Observation

•

Unstructured Interviews

Source of Secondary Data •

Web sites

•

Manuals

•

Tariff plans Three different methods have been used for analysis purpose.

•

SWOT Analysis

•

Feature Analysis

1.5

SCHEME OF REPORT:

This report has been divided into four major parts. BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

Part-1 is the introduction to study, background, purpose, scope, methodology, and organization of material. Part-2 is literature review and includes introduction to organization, products

of

the

departmentalization

organization, at

organizational

corporate

level,

structure

franchise

and

structure,

departmentalization and marketing review. Part-3 includes the SWOT analysis, Part-4 includes the finding and recommendation and concrete suggestion to overcome the gapes found during analysis and improvement. Part-5 includes the Action Plan. 1.6 •

CONSTRAINTS AND LIMITATIONS OF STUDY: Due to lack of time study can’t cover the entire organization.

• It was very difficult to contact Top Management and MD due to lack of time and their hectic routines. •

Personal biases may be present due to greater emphasis on interviews.

• There was no data accessible about the main competitors, which restricted me in proper SWOT Analysis.

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Internship Report On Mobilink GSM

CHAPTER: 2 REVIEW OF ORGANIZATION

2.1

HISTORY OF TELECOMMUNICATION:

Communication is an important part of our life. The word Tele means far and communication describes the processes of conveying messages from one person to another so they are understood. 3000 B.C was the time before written records appeared. However, since that time, people found the need for communication. At those times, modes used for communication were most probably sounds and gestures. In ancient times, people used different methods to communicate over long distances, Greeks developed a fast method to carry messages in 500 B.C from city to city. As time passed by and language news chiefly by word of mouth. Runners carried spoken messages over long distances and some people generally, the native Americans, used drumbeats, fires and smoke signals to communicate with people who understood the codes they used. Writing ranked second only to speech among the earliest inventions in communication. It enabled people to exchange messages over long distances and they could be kept for later use. With the invention of writing prehistoric times ended and the period of written story began, and the period of printing started during the renaissance from the 1300’s to the 1600’s. However, rapid communication did not develop until the electric telegraph-was invented in 1858. Telephone was invented by Alexandra Grahame bell, who patented it in 1876 and 1877. The first commercial cellular system went into operation in 1983 in the United States. BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

Cellular service is now available in much of the world. Many developing nations have used cellular technology to provide telephone service.

2.2

HISTORY OF GSM:

In 1921, Detroit Michigan Police department made the earliest significant use of mobile radio in a vehicle in the United States. The channel soon became over crowded. Increasing the channels encouraged a substantial buildup of police system. In 1945, first public mobile telephone system in the U.S was inaugurated in St. Louis, Missouri with three channels at 150 MHz. In 1997, a public mobile system using frequencies between 35 to 44 MHz band began operation along the highway between New York and Boston. In 1969, automatic capability was extended to the 450 MHz band and so-called “improved mobile telephone system” (IMTS) become the standard for mobile telephone service in the U.S. Since the day cellular industry came in existence analogue technology was used. During the early 1980’s analogue cellular telephone systems were experiencing rapid growth in Europe, particularly in Scandinavia and the united Kingdome. In 1989, GSM responsibility was transferred to the European telecommunication standards institute (ETSI) and phase I of the GSM specifications was published in 1990. Commercial service was started in 1991, and by 1993 there were 36 GSM networks in 22 countries, with 25 additional countries having already selected or considering GSM. Although standardized in Europe, GSM is not only a European standard. GSM networks are operational or planned in almost 80 countries in Europe, the Middle East, the Far-East, Africa, South America, and Australia. In the beginning of 1994, there were 1.3 million subscribers worldwide. By the beginning and this time in 2008 only Mobilink (GSM) has more BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

then 32 million subscriber – base and still growing very fast. The acronym GSM now aptly stands for global system for mobile communications. 2.3

OVERVIEW OF TELECOM INDUSTRY IN PAKISTAN

Pakistan has lead its telecommunication industry under a policy to promote strong foreign investment. The present government has implemented a policy of economic reforms deregulation and privatization in the telecommunication besides other sectors. Prior to 2003, the Pakistan Telecommunications Company Limited (PTCL) controlled Pakistan’s telecommunications market with 98% dominance of the market. This dominance ended on Dec, 31, 2002, when the government opened the vast Pakistani telecom market to competition. New telecom companies, backed by foreign investors, can now compete in local, national, and international telecommunications markets. With the investment opportunities offered in the telecom sector, Pakistan is striving for improvement of existing infrastructure. Pakistan offers a large network and access to the markets of the Middle East, central Asia, India, and the Far-East. Currently there are 8.761 million telephone lines in use and 6 large cellular service companies in Pakistan having millions of subscriber base. These leading mobile phone companies namely are: Mobilink (GSM), Instaphone, Warid, Ufone, Telenor, Paktel, Warid, Telenor and Zong entered the Pakistani market last year. With deregulation PTA was able to reduce its royalty from four percent to two percent and thus create a huge demand for pay phone operators. In light of PTA’s modern open policy a large number of licenses were issued to card payphone operators. The PTA, paying special attention to foreign investors, has implemented new policies and tax regulations to promote a friendly foreign business environment. Pakistan allows foreign investment reparable basis. BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

The future in Pakistan telecommunication sector looks bright. The government is acknowledging infrastructure and private enterprise. Due to privatization mobile industry has growing by 67%, payphones increased by over 39%, and listed phone service rose 18.7% overall, the foreign investment opportunities are budding as more and more feel the need to communicate, conduct local and international businesses. 2.4

ORASCOM TELECOM (PARENT COMPANY)

Mobilink (GSM) is a subsidiary of Orascom telecom. Orascom telecom was founded in 1950 by Mr. Onsi Sawiris with a mission to build the infrastructure and improve the quality of life fore the people of Egypt. Today Orascom group carries this mission through three primary operating companies. Orascom construction industries, Orascom projects and tourist Development, and Orascom technologies. Orascom technologies is one of Egypt’s leading information technology companies. Their business activates include sales, support and service for computer

hardware,

software,

networking

equipment,

test

and

measurement equipment, analytical instruments, security systems, and telecommunications products. Orascom technologies also have a significant stake in a national public pay phone service provider and a national mobile phone service provider as well as investments in a number of companies offering a complementary range of information technology products and services. These include Egypt’s premier internet services providers, a business oriented, value-added reseller, and a retail chain.

2.5

MOBILINK IN PAKISTAN:

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Internship Report On Mobilink GSM

Mobilink (GSM) is the brand name used by Pakistan mobile communication (Pvt.) Ltd. Mobilink (GSM) started operations in Pakistan in the year 1994. Mobilink (PMCL) Pakistan mobile communications limited is a joint venture of Motorola (Inc) U.S.A, IWC (International Wireless communications) and Saif Telecom. Mobilink GSM (PMCL) is the market leader in providing state of the art communications solutions to more than 10 million customers in Pakistan Mobilink GSM is the first cellular service provider in Pakistan to operate on a 100% digital GSM technology. When Mobilink was first launched in 1994 it started its operations by providing successful services from Karachi and then Mobilink decided to go to nationwide expansions towards other parts of the country. Lahore was the second target market and then company opened its service centers at Islamabad and Peshawar as their subscriber base grown. Presently Mobilink GMS is having more than 32 million customers. 14 sales and service centers in three regions (North, South, and Central Region). Over 6,300 cell sites, two state-of-the-art call centers and third in rapid rollout, close to 500+ franchises. Mobilink GSM is offering tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective they offer both postpaid (indigo) and prepaid (Jazz) solutions to their customers. In addition to providing advanced voice communication services, Mobilink is also offering a number of value added services to heir valued subscribers. Mobilink GSM is the only company in Pakistan, which has big largest call centres for its customers. Three call centers are in operations equipped with modern communication technologies and highly trained customer services representatives (CSR’s). As mentioned by the CEO and president BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

of the company that professionals at call centers receive 150,000 calls per day 24 hours to solve customer problems online. Orascom telecom hold now 100% shares of the company, while 1st 14% shares were owned by Saif Telecom. 2.6

MOBILINK’S VISION: -

To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions for our customers while exceeding shareholder value and employee expectations. 2.7

MOBILINK’S VALUES: -

1.

Commitment to Total Customer Satisfaction

2.

Respect for People Head office of Mobilink GSM is situated in Islamabad, whereas service centers (Regional Offices) and franchises operate in various areas of the country where Mobilink offers it

3.

Passion for Business Excellence

4.

Trust and Integrity

5.

Responsible corporation citizen

2.8

MOBILINK OPERATIONAL AREAS: Mobilink operates in three regions.  North Region: North region basically include Punjab and NWFP competition is very strong in these areas so, the coverage is expanded after every few days. This factor involves constant research of the market to find out which areas are more in need of the facility.

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Internship Report On Mobilink GSM

 Central region: The central region includes some major areas of Punjab. These are the major industrial cities where the need for mobile phone is very high Mobilink covers 50% of the total market in central region.  South Region: The south Region includes Sindh Karachi one of the busiest cities of the country requires full time consistent services in terms of quality. 2.9

MOBILINK KOHAT:

Mobilink Kohat Zonal office comes under north region. It was established in 2006. Zonal Office Kohat is situated in Pir Saadullah Shah Market kachahri Chock. Zonal Office Kohat has concerned departments available like customer services department, credit and collection department (C & C), Franchise coordinators, and sales departments. Sales and customers service departments are headed by zonal sales managers, while other departments are managed by their respective coordinators . All the managers, specialists and associates have to report to their head of the departments. Sales department report to regional commercial director, (RCD) who is also the administrator of the Mobilink Zonal office Kohat being a senior land ranking. Kohat Zonal office is responsible for the supervision of at least 16 franchises. 8 franchises come under the zone C that covers the area from Kohat to Parachinar. While remaining 8 franchises come under zone D that covers the area from kohat to DI Khan.

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Internship Report On Mobilink GSM

CHAPTER: 3 MOBILINK’S DEPARTMENTS

3.1

INTRODUCTION:

All multinational companies around the world are having specialized departments for each function. Same is the case at Mobilink GSM. Mobilink GSM is having more than 10 departments, which are as follows: 1.

Customer services department

2.

Sale department

3.

Marketing department

4.

Information technology and systems department

5.

Internal audit department

6.

Finance department

7.

Engineering department

8.

Human resources department

9.

Administration department

10.

Interconnect department

11.

Government relations office

And then again each department has its own sub departments performing different tasks. But here I am going to mention and explain the operation of basic two departments in which I got work experience through internship period. These are BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

A: Sales Department And B: Customer Service A: Sales Department 3.2

SALES The Sales Division is structured with the aim of maximizing

reach and providing buying convenience to the customers by offering them the best possible sales solutions. It is split into three areas; In-direct sales channel, Enterprise Solutions and Retail Distribution. Indirect Sales Channel: This channel is split into 4 main regions and 5 sub regions across Pakistan and is primarily responsible for managing sales through the franchise network and ensuring availability at the retail level. There are more than 400 Mobilink franchisees in Pakistan and they serve as the primary sales force for the company, distributing prepaid SIMs and recharge products, i.e. scratch cards and Jazz Load (over-the-air recharge). The franchise channel also contributes heavily towards the post paid and PCO sales. Enterprise Solutions: To better serve the diversified needs of the business customers, there is a dedicated team which sells post-paid connections and all related business solutions like Black Berry and corporate SMS, etc. Enterprise Solutions sales force is also responsible for the PCO sales.

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Internship Report On Mobilink GSM

Retail Distribution: To support these activities there is a dedicated distribution planning and monitoring department. The functioning of this department also includes ensuring timely availability of stock, visibility of products, commission payments to the channel and policy making. B: Customer Service 3.3

INTRODUCTION: Customer services play a very important role

in the success of a company’s operations, because it is the Department that provides support for company’s tangible and intangible products. Whatever problem or query the customer has, he or she can contact customer services department. Mobilink GSM is a company believing in high quality customer services therefore 62% of Mobilink’s human resource is working in customer services department. Customer services department is divided into two functional heads: 1.

Customer services systems (Back end)

2.

Customer services operations (format end)

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Internship Report On Mobilink GSM

CUSTOMER SERVICES DEPARTMENT STRUCTURE Customer Service Department

Syste m

Quali ty Assu rance and stand ardiz ation 3.4

Busi ness Anal ysis and Deve lopm ent

Supp ort Depa rtme nt

Operati on

Call cente r

Quali ty assur ance and stand ardiz ation

Club Indig o

Servi ce Cent ers

Fran chise Supp ort

CUSTOMER SERVICES OPERATIONS

Operational functions of customer services department are: 1. To facilitate and guide the walk-in and corporate customers through Mobilink service centers, club indigo (CAMS) and Mobilink franchise centers. 2. To resolve customer’s queries / requests and provide optional solution in minimum turnaround time, keeping both company’s and customer’s interest in focus. 3. To inform and update customer about upcoming promos, VAS and products. 4. To minimize churn and increase revenue. These operational functions are performed with the help of following sub departments. BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

a.

Quality Assurance, Standardizations And Trainings Quality assurance, standardization and training team is responsible for:

 Standardization of polices Nationwide  Conducting trainings for franchise and Mobilink customer services employees  Development and implementation of checks and balance to ensure quality. Quality assurance team plays a very important role in Mobilink customer services, because they train employees for delivering outstanding customer services and this team also fight with employees and management on behalf of the customer. b.

Club indigo

Club indigo is a personalized department for corporate customers and which is headed by corporate accounts manager (CAM). CAM is responsible for dealing all the corporate customers assigned to him. c.

Mobilink service centers

There are more than 17 service centers of Mobilink across the country in every major city. Service center is headed by service center manager and a dedicated team of CSR (customer center manager). At service centers customers can avail and of the company’s service for example buying a new Jazz, Indigo connection, payment of bills, solution to their complaints centers are company owned. d.

Franchise Service Centers

Franchise service centers are Mobilink out sourced points providing both sales and customer services to walk in customers. BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

Mobilink GSM is having more than 400 franchise service centers across the country. e.

Franchise Support The franchise support team is assigned the duty

of coordination activities between franchise centers and support centers. This team is also responsible for arranging trainings for franchise CSRs and bring them up to the company’s standards 3.5

CUSTOMER SERVICES SYSTEMS

The functions which are performed back-end to support front-end functions are categorized under the systems head. This systems functions is performed by various departments in collaboration to each others. They are as follows: a.

Quality Assurance, Standardization And Training

This department again on the back-end performs the following activities: i.

Standardization of polices nationwide

ii.

Conducting trainings for Mobilink DS employees

iii.

Development and implementation of checks and balance to ensure quality.

b.

Business Analysis And Development

Business analysis and development team is responsible for monitoring the business to business and business to customer activities and their outcomes. If the outcomes are not up to the mark they develop new procedures to facilitate business and customers. Their basic activates are as follows: i.

Telemarketing

ii.

Churn management

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Internship Report On Mobilink GSM

iii.

CS data analysis and reports

c.

Support Department

Support department is a group of different teams facilitating employees to deliver quality services to customers in time. Some of these teams are: i.

Analysis team for software development

ii.

Correspondence

iii.

SIM and bill delivery management

iv.

Subscriber management team

v.

Operations team

vi.

Jazz team

d.

Call Center

The Mobilink call center work as the contact center for its customers and uses state of the art equipment and systems to provide highest quality of customers service. The objective is to provide answers to customers queries and solutions to their problems efficiently and effectively thus enhancing customer loyalty and productivity. For this purpose, the call center has acquired state of the art call center equipment, which includes services, call routing hardwires, and call recording software, wallboard to monitor service levels and many more The front end hardware that the CSR’s use include high quality headsets with microphones, think clients. Besides the CSR’s are provided with a very conducive working environment with flexible working hours. Mobilink (GSM) is having there state of the are call centers at Karachi, Lahore and Islamabad working 24 hours and 7 days of the week to help its customers. BBA-IT, IMS, Kohat University of Science and Technology

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Internship Report On Mobilink GSM

3.6

DEFINING QUALITY SERVICE AT MOBILINK

Quality of Mobilink is something that is defined by the customers because the company tries to achieve what the customers expects. This is why Mobilink people define their vision statement as: To be the most friendly and committed to total customer satisfaction with passion for business excellence. Quality Statements Of Mobilink •

Defining quality in terms of cellular industry, which is more value added

•

Customer focus

•

Every customer interaction to be a pleasant experience

•

Implementing quality in the process

•

Bringing network failures to around 4-4%.

•

Brining the best practices in engineering

•

Providing best connectivity

•

Introducing softy environment for Mobilink employees

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Internship Report On Mobilink GSM

CHAPTER: 4 EMPLOYEE INVOLVEMENT AT MOBILINK

4.1

INTRODUCTION:

When companies recognized that customer satisfaction play vital role in the survival of company’s business at the same time they recognized that employees working with company also need the same amount of attention. Because for better customer services, employee involvement is a must. Therefore now every Multinational and National Company is trying to pursue practices that help them in employee involvement. 4.2

HIERARCHY AT MOBILINK

Mobilink (GSM) is and equal employment providing company, than ensures equal growth to all employees at all departments. Therefore Mobilink HR department has made a single and straight hierarchy of staff which is as follows: From associate III up to president.

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Internship Report On Mobilink GSM

Chart-2:

organizational structure at corporate level PRESIDENT

VOICE PRECEDENT

DIRECTORS

MANAGERS

M II

SPECIALIST I

SPECIALIST II

ASSOCIATE I

ASSOCIATE II (CSR)

Source: Musamir, Ahmed (2005). New Hire Training. A presentation, 5.

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Internship Report On Mobilink GSM

4.3

MOTIVATION

Motivation is considered the most important part in establishing a hard working, vigilant, goal achieving and effective personnel. It is believed at Mobilink that a leader is a one person. Who can motivate a term to success. Leadership is this an important part of management her and leaders are effectively used to influence people to attain objectives. They also serve as role models by constantly telling people how to act. Mobilink proudly boasts its employees to be at the higher ranks of Maslow’s Hierarchy of Needs, i.e.

“social

esteem” and

“self

actualization”. This is a result of constant recognition and encouragement of employee input. Also, employees are given the opportunity to go as far as their abilities will take them.

4.4

EMPLOYEE WANTS

The manger at Mobilink always take into account the needs of employees and realize the these needs comprise more than just good pay. Pay levels are developed in accordance to market levels, which includes both minimum wage and overtime. At Mobilink: •

Basic wage is maintained at 30% over and above market rates.

•

Employee contributions are rewarded with both monetary and nonmonetary incentives.

•

Employees are given the following benefits:  Employees security benefits (income security, retirement security)  Time-Off Benefits (on-the-job breaks, sick days and well pay, holidays and vacations, leaves of absence)

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Internship Report On Mobilink GSM

 Work Scheduling Benefits (meeting deadlines either from home or from office)  Employee services (educational, financial, social) 4.5

ACHIEVING A MOTIVATED WORK FORCE

Mobilink has well created a self motivating environment. This is achieved by: •

Manager: First determine their own motivations and goals.

•

Employees known better and relationship but by mentoring and coaching. This helps develop skill and strengthen behavioral weaknesses.

•

Keeping an optimistic outlook. Here an atmosphere of respect, sincerity and unity is developed to keep employees focused.

•

Goals are shard. This is done by readily discussing goals, encouraging ideas and making employees develop skills and increase knowledge about the company and customers.

•

Monitoring progress. Performance is constantly monitored through appraisals. This indicates not only employee performance at reaching the set goals, but also tells Mobilink how the employees are developing.

•

Effective communication is the essence of achieving and effective and efficient workforce at Mobilink. Providing employees all knowledge and information relevant to their work units does this. Employees are also kept up to date by the use of an Intranet system.

4.6

EMPOWERMENT

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Internship Report On Mobilink GSM

Empowerment is a strong part of Mobil ink’s quality achievement strategy. To effectively empower the work teams, management works in the principle that the desired solutions must hit a wide range of targets. This is then accomplished through delegation of authority and control where it seems necessary to improvement. The aim is to: •

Help build good working relationships;

•

Be legitimate, non discriminatory and compatible with organizational practices;

•

Recognize all parties alternatives;

•

Help to improve communication;

•

And lastly, help to generate a lasting commitment to the solutions.

In short, employees are prepared to face changes, and Mobilink enables its employees’ to embrace this change through education, training and skill enhancement. 4.7

TEAMS

The teams members at Mobilink are made to focus on how they relate ot each other, listen to others’ suggestions, build on previous information and use conflict creatively. Each team comprises of a leader, a facilitator, a team recorder and team members. The culture at Mobilink fosters team spirit and unity, as this is the basis on which most work is done. They have separate teams dealing with postpaid and per-paid connections as well as the corporate and retail client bases that they maintain. More, specifically, the teams are cross-functional in nature, thus breaking down functional area boundaries and encouraging all employees to participate equally towards improved quality and customer satisfaction. BBA-IT, IMS, Kohat University of Science and Technology

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4.8

TRAINING

Mobilink has and “Instructional Design Process” for training their employees. It consists of: 1. Conducting need assessment 2. Conducting organizational analysis 3. Person analysis 4. Tasks analysis The specific Training Principles used are: •

Employees need to know why they should learn

•

Employees need their own expertise as a basis for learning

•

Employees need to have opportunity to practice

•

Employees need feed back

•

Employees learn by observing others

•

Employees need training programs to be properly coordinated and controlled.

The training methods adopted by Mobilink include: a.

Presentation techniques:

I.

Classroom Instruction

II.

Distance learning

III.

Audio-visual techniques

b.

Hands on Techniques

I.

On the job training

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Internship Report On Mobilink GSM

II.

Simulation

III.

Business games and case studies

IV.

Behavior modeling

V.

Interactive videos

The training programs are continuously evaluated to determine if the program is meeting objectives and to see if trainees are satisfied with the content and administration of it. 4.9

RECOGNITION AND REWARD

Hard working and ambitious employees are given due recognition and awarded through bonus and over-time payments, recognition certificates, merit pays, individual incentives and profit sharing. 4.10

BENEFITS OF EMPLOYEE INVOLVEMENT

Mobilink believes that involving employees, empowering then and bringing them into the decision making process provides the perfect opportunity for continuous process improvement. More specifically employee involvement improves quality and increases productivity because: •

Employees make better decisions using their expert and technical knowledge.

•

Employees get a feeling of belonging and this increases moral.

•

Employees support the decisions that they are part of more than the decision made otherwise.

•

It enhances effective communication and cooperation

•

There is increased commitment to goals because the employees are involved.

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Internship Report On Mobilink GSM

CHAPTER: 5 MARKETING REVIEW

5.1

INTRODUCTION:

In today’s world of business every company has to properly market its products and services otherwise it can’t survive for a long time in business world. By marketing is meant all aspect of business whether it’s the core products design, pricing, distribution or its wide range mass media marketing, an entrepreneur has to look into all aspect. In this chapter a Marketing Mix Review of Mobilink (GSM) has been given from every point of view.

5.2

MARKETING:

“Marketing is not the war between you and your competitor, but it’s the love between you and your product.” Marketing manager Pepsi Cola. “Marketing is a total system of business activities designed to plan, price, promote and distribute want satisfying products, services and ideas to target market in order to achieve organizational objectives.” While doing marketing review I will emphasis on marketing mix (4 P’s) of Mobilink. 5.3

PRODUCT:

A product is more than a physical item, it is a bundle of satisfaction (utilities) the buyer receives. This includes its form, taste, color, how it functions in use; the package, the lab, the warranty, manufacture and retailer’s servicing the confidence or prestige enjoyed by the brand, and any other symbolic utility received from the possession or use of the goods or services.

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Internship Report On Mobilink GSM

5.4

SERVICES OF MOBILINK:

 PRE-PAID (JAZZ)  POST-PAID (INDIGO)  AND VALUE ADDED SERVICES (VAS) PRE-PAID (JAZZ): JAZZ is a pre-paid service that allows customer freedom from monthly bills and gives them complete control over their cellular expenditure. They decide in advance when and how much they want to spend. JAZZ is offered in two different packages.  JAZZ Easy  JAZZ Octane  JAZZ Ladies First  JAZZ Budget  JAZZ One  Jazz One +One It is also the most convenient way of getting a cellular connection where no prior credit checks, no security deposits, no monthly bills, no due dates, no long queues, and no long term commitments. JAZZ gives user instant access to both national wide and international calling. It comes with inclusive value-added serviced like caller line identification, call waiting and voice mail. To be a leading part in competition and to facilitate customers, Mobilink introduced JAZZ Octane.

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

Tariff details of both pre-paid packages JAZZ easy and JAZZ Octane,



JAZZ Ladies First, JAZZ Budget, JAZZ One are as fellows.

POST-PAID (INDIGO) To target business class and high end users. Mobilink offers several post-paid packages. The major need of different packages to accommodate different customers to suit their usage. Mobilink now offers four different packages for customers with different reasons to stay in touch with competitive call charges and monthly line rent, bundled with inclusive free minutes and a host of value additions. Mobilink has reshaped it Indigo packages by making them as Indigo freedom packages. Tariff details of these four freedom packages are as fellows: Tariff Tables

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PRE-ACTIVATED POST-PAID Pre-activated Post-paid connections were introduced to cut down on delay of activation time to make Post-paid sales as easy as Pre-paid. Mobilink Star Pre- activated Post-paid pack makes life simpler and easier by providing the ownership of a postpaid connection in less then 5 minutes. This innovative cellular solution offers top-of-the-line services, which no other cellular operator can match. The unique Post-paid pack contains a Pre-activated SIM card carrying a ready-to-go star connection along with a detailed user guide that will introduce you to a wide range of amazing cellular features and Value added Services. It is the most convenient connection offered in the market. 5.5

VALUE ADDED SERVICES:

1.

INTERNATIONAL ROAMING

International Roaming gives the advantage of using MOBILINK GSM phone users to stay in touch with their 1ricnds, 1wnily and colleagues while traveling abroad. MOBILINK GSM pioneered the use of Pakistani cellular phones abroad and now offers roaming in more than 40 countries and the number is growing continuously. Customer can use their phone around the world from Africa, through the Middle East to Australia. Mobilink alliance with North American operators bas further enhanced their international coverage by offering GSM footprint in the US and Canada, something that they know is very important to many business users. 2.

SMS (SHORT MESSAGING SERVICE)

SMS allows customers to send and receive text messages from their mobile to other Mobilink GSM and Jazz users. Customers also become part of the bigger GSM community from more than 100 countries BBA-IT, IMS, Kohat University of Science and Technology

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worldwide. As long as the other party has SMS, they have the advantage of sending and receiving an unlimited number of messages containing as many as 160 alphanumeric characters. Text messaging is ideal for situations when it is dim cult to speak in a quiet seminar or in a cinema hall for example it's also useful when communicating messages that they don't want overheard. SMS also comes in handy when customer are in a poor coverage area e.g. in a basement in an elevator etc. Just send a text message and customer communication is guaranteed. 3.

DATA SERVICE

Data Service makes working on the move a lot easier and so much more convenient, so that user don't even have to step into their office to stay in touch with the corporate world. For using data service, simply connect handset to their laptop, or even palmtop, and customer arc ready to get what they need from their corporate or personal databases. This service, could also be used on Notebooks, Personal computer (PCs) that are cabled to a GSM phone through a PC card.

4.

INFO SERVICES

The new Info service once activated will automatically keep customer updated with the following, anytime in their coverage areas:  Heading News  Breaking News  World News 

Weather News.

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5.

G-MAIL

Now all GSM user can send email from their mobiles to any email address. User friends, family and colleagues can also send them emails of up to 160 alphanumeric characters on your mobile from anywhere in the world using their own email accounts. 6.

EMAIL NOTIFICATION

Every time when customer get a new mail in their Hotmail, Yahoo account, they will get a notification on their mobile phone. However, internet service Provider (ISP) e-mail notification is an ISP dependent feature, and can only work with ISPs that offer e-mail-forwarding service. Once customer subscribed to info services they can also benefit from the option of ISP and web-based e-mail notification. 7.

CALLER LINE IDENTIFICATION

Customer can see the telephone number of the caller before they answer the call. With most models of phones, their caller name will be shown along with or instead of their number, if they have their number stored in their mobile. 8.

CALL WAITING

Customers never have to miss an important call again. If the customer is already on ea call & someone else calls them, their phone will indicate through a beep & by displaying the number/name if the caller that another call is trying to reach customer. Customer can then choose to place the current caller on hold & answer the new call. 9.

BLACK BERRY

Black Berry is the leading wireless enterprise solution offered by Research In Motion (RIM) that keeps mobile professionals connected to people and information while on the go. It is a BBA-IT, IMS, Kohat University of Science and Technology

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proven platform that provides user around the world with secure, wireless access to a full suit of business application including:  Email  Phone  SMS  Web and  Organizer features. 10.

CALL FORWARDING

Call forwarding allows customer to divert incoming calls to their Voice Mail or another Mobilink GSM number, when their phone is busy, unreachable or they don't want to be disturbed. 11.

FREE ANSA CALL (VOICE MAIL)

That takes customer messages when they cannot, or choose not to attend a call. 5.6

LOCAL ACCESS FACILITY IN ALL CITIES OF

COVERAGE With a Mobilink GSM connection, customer can now enjoy local access in their city of presence (other than home location) even if they do not have a nationwide dialing facility. By paying just the security deposit for a local connection, they can now go to any city of Mobilink coverage and make local calls to Pakistan Telecommunication (PTC) numbers within that city. 5.7

BRANDING

Branding is a feature of products. A brand is name, term, symbol, special design or a combination of these elements that is intended to identity the goods or services of sellers. A brand name consists of words, letters or BBA-IT, IMS, Kohat University of Science and Technology

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numbers that can be vocalized. A trademark is a part or the brand that appears in the form of a symbol, design, distinctive coloring or lettering. Brand name used by Mobilink is “Mobilink GSM”. At the same time Mobilink uses two different brands for its product. Mobilink Star for postpaid packages and Jazz for pre-paid packages. 5.8

PACKAGING

Packaging includes the activities or designing and producing the container or wrapper for a product. The functions of packaging are to protect, promote and provide utility. Previously it was just used for protection of products but now the marketing significance of packaging has emerged. Fine packaging can make product’s use and reuse easy. Packaging is different for different products at Mobilink, it can be categorized into two categories, for their services, which is SIM card it comes packed in, a CD pack, which includes an active SIM card, scratch card, a complementary phone book and all informative material regarding the product. CD pack has a nice logo stating Jazz on it in four different colors. A regular connection packaging is packed in envelope includes an inactive SIM card, receipts and welcome broachers. Accessories comes in their own boxes by the manufactures on the box, they have a picture of the product by itself or with some one with using it and they have Mobilink logo on the box itself to advertise Mobilink. All these cellular phones, which are accessory for Mobilink, come in different colors, different sizes, different features and different prize rates. 5.9

WHY MOBILINK USE PACKAGING

 Protect the product on its way to the customers.  Provide protection after the product is purchased.

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 Help gain acceptance of the product from retailers.  Help persuade customers to buy the product.  Strategy they are using for their packaging is to use Red and Blue color to keep the resemblance in their product. 5.10

LABELING

A label is another feature of the product. It is actually the part of package that contains information. A label contains the brand name and symbols, the size and contents of the package, directions for use, safety precautions and the universal product code. Mobilink uses two different types of brand label for their product printed labels and strikers. The information that is given on label is about company network “Mobilink GSM An Orascom Telecom Company”. 5.11

PRICING

Value is a quantitative measure of the worth of a product to attract the customer under competitive circumstances. Price is value express in terms of money. Price is one of the four major variables. Mobilink is using the “Cost Plus Pricing” method for their services. Prices are based on their total cost plus desired profit. Mobilink uses profit-oriented objective to achieve a target return and to maximize profit. The prices that they establish fluctuate time-to time.  Because of the change in Government polices.  To win the market from the competition by making new plans or making changes in the existing plans.  Prices change because of the inflation.  One of the most important factors that arc considered for pricing are the restriction implied by the Pakistan Telecommunication Authority BBA-IT, IMS, Kohat University of Science and Technology

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(P.T.A). By imposing the restriction P.T.A, establishes the rule for all the companies not to over charge the customers. Mobilink does not compete on pricing with other competitors because they feel its an open market to win the customers, the only thing that they compete with other competitors in on quality and value of their product. To promote their sales Mobilink offers discount, allowances to wholesaler’s retailers and customers by offering new promotions, subsidize awards, incentives to the wholesaler and retailers, which are passed on to the customers by the retailers, Mobilink offer allowance to their business partners. 5.12

DISTRIBUTION

Mobilink does not transfer the ownership of the product to retailer, retailer work as an agent for Mobilink. The only benefit the retailers get is incentives and allowances. The Distribution channel is both Direct and Indirect where Mobilink use direct channel for post-paid and Indirect channel for Pre-paid services. Distribution channel that Mobilink uses for Direct Sales is PRC where P is Producer, R is a Retailer and C is a Consumer for post-paid and for indirect Sales channel they are using PWRC where P is for Producer, W is for Wholesaler, R is for Retailer and C is for Consumer for pre-paid. Mobilink gives all the product line to the entire retailers; the entire product comes with guarantee to work. The guarantee of a product varies from product to product. Mobilink does not own any transportation facility~ they use courier services like TCS/Fed Ex for transportation of their product. Mobilink does not charge any of its customers for the transportation of their product.

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5.13

CHANNEL OF DISTRIBUTION

Direct Channel of Distribution Chart-3:

Channels of Distribution

Producer

Producer

Retailer

Consumer

Wholesaler

Retailer

Retailer

Direct Channel of Distribution

Source: Lateor, Philip.R. and Graham, John.L.(1999). International marketing, California. Irwin McGraw Hill. 5.14

PROMOTION

The combination of personal selling, advertising, sales promotion and public relation to produce a coordinated message structure. Mobilink uses different methods to offer promotions.  Advertising  Publicity  Sales Promotion BBA-IT, IMS, Kohat University of Science and Technology

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

Personal selling

5.15

ADVERTISING

The word advertising has been derived from a Latin word which means “to turn the mind to’ or “turn the diversion to something”. It is declined as “any paid form of non-personal representation of ideas, goods or services by an identified sponsor”. Advertising is a flexible promotional method. It can reach a vast number of customers at low cost per person. The major purpose of this promotional method is to influence consumer attitude and behavior. It is used for boosting up the sales and of marketing of products by giving them proper projection and image. Mobilink uses all the media's to advertise their product (Newspaper, Magazine, TV, Billboards, Radio, Outdoor displays, Calendars) they use persuasive advertisement to gain popularity. PUBLICITY & PUBLIC RELATION Public relation is a management function enabling organization to achieve effective

relationship

with

their

various

audiences

through

an

understanding of audience opinions, attitudes, and values. Publicity is the generation of news about A person product, or service that appears in broadcast or print media. Most of the Mobilink customers are referrals because of their great services and customer's service. At the same time they get publicity every month in print media like having good Articles written about the company and its reputation. 5.16

PERSONAL SELLING

Personal selling as a method of promotion is often considered as one of the most persuasive way of attracting customers. It is the way of communicating with present and potential customer with the aid of sales BBA-IT, IMS, Kohat University of Science and Technology

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force employed for this particular job. Personal selling may be used to sell ideas or services. Mobilink also uses direct and indirect sales force for its product. In direct sales, each office of Mobilink has a team of well trained sales people who make cold calls to the customers and educate them about the services at the same time, either they invite them to visit their office or go down by themselves to meet customers at their location. In an Indirect sales, Mobilink have agents who sell their pre-paid cards. 5.17

SALES PROMOTION

Sales Promotion is the marketing activities that adds value to the product for a limited period or time to stimulated consumer purchasing and dealer effectiveness. Sales promotion offers an extra incentive for consumer to take to action. Mobilink sales promotional activities by draws and discounts and at the same time they run monthly promotions. They are being a part of a trade shows by arranging festivals like Mobilink Basant 2001. Mobilink gain Publicity in 1996 for their product for being a world-cup sponsor. They do not believe in giving out wrong information to their customers for selling their product and services to get business in long run. The major effect of government polices on the Mobilink is non-profitability. Mobilink keeps on making the changes in the components of their product all the time by adding extra services to their backgrounds in marketing, engineering, and information technology. They are 550 team workers working together to make Mobilink a successful venture. 5.18

PROMOTIONAL ACTIVITIES

Following are the activities of marketing department for the promotion of different packages offered by Mobilink.  Musical Concerts ( WHEN ) BBA-IT, IMS, Kohat University of Science and Technology

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 Mobilink GSM Rewards Program  Local Access Facility  Cricket talent hunt program  Young scientist motivation program MUSICAL CONCERTS MOBILINK has taken the lead by organizing the biggest music events in the history of Pakistan for its customers only. Exclusive invitations to these mega events make its customers feel very special. These music marathons run for many days and feature all the top names in the music industry. REWARD PROGRAM Mobilink GSM rewards program is its way of thanking the customers for selecting Mobilink GSM as their cellular service provider. Customers get a chance to win exciting prize by using Mobilink CJSM phone. The more they talk, the more chances of winning great gifts. COLLECTING POINT AND ENJOYING THE REWARDS The customer collects one reward point for every Rs. 5 of their billed amount. When they accumulate sufficient points, customer can exchange them with any of the gifts. Customer must accumulate a minimum of 500 points to redeem them against the listed gifts, The more points they earn, the more chances of winning attractive gifts. Mobilink gives away attractive gifts like the ones that are given as fellow:  Happy Reading  Happy Times BBA-IT, IMS, Kohat University of Science and Technology

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 Happy Fiesta  Happy Holidays  Happy Traveling  Happy Clothing  Happy Talking  Happy gifts.

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CHAPTER: 6 ANALYSIS

6.1

INTRODUCTION

This chapter is based on the analysis of organizational and marketing review. Critical facts found during internship are analyzed and written down in this chapter using SWOT tool of analysis. Before going into detail of strength and weaknesses at Mobilink (GSM) I would like to define what SWOT is all about. 6.2

THE ORIGIN OF SWOT

This remarkable piece of history as to the origins of SWOT analysis was provide by Albert S Humphrey, one of the founding fathers of what we know today as SWOT analysis. SWOT analysis came from the research conducted at Stanford research institute from 1960-1970. The background to SWOT stemmed from the need to find out why corporate planning failed. It all began with the corporate planning trend, which seemed to appear first at Due Point in 1949. By 1960 every Fortune 500 company had a corporate planning manager (or equivalent) and associations of long range corporate planners had sprung up in both the USA and the UK. However a unanimous opinion developed in all of these companies that corporate planning in the shape of long range planning was not working, did not pay off, and was an expensive investment in futility. SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of planning. It accomplishes this by assessing an organizations strengths (what an organization can do) and weakness (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential BBA-IT, IMS, Kohat University of Science and Technology

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unfavorable conditions for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist the firm in accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that must be overcome or minimized to achieve desired results (weakness or threat). 6.3

ELEMENTS OF SWOT ANALYSIS

Strengths and Weaknesses Relative to market needs and competitors’ characteristics, a manager must begin to think in terms of what the firm can do well and where it may have deficiencies. Strengths and weaknesses exist internally within a firm, or in key relationships between the firm and its customers. SWOT analysis must be customer focused to gain maximum benefit; strength is really meaningful only when it is useful in satisfying the needs of a customer. At this point, the strength becomes a capability. When writing down strengths, it is imperative that they be considered from both the view of the firm as well as from the customers that are dealt with. These strengths should be realistic and not modest. A customer-focused SWOT may also uncover a firm’s potential weaknesses. Although some weaknesses may be harmless, those that relate to specific customer needs should be minimized if at all possible. In addition, a focus on a firm’s strengths in advertising is promotion is important to increase awareness in areas that a firm excels in. this method not only evokes a BBA-IT, IMS, Kohat University of Science and Technology

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positive response within the minds of the consumer, but pushes the weaknesses further from the decision making process.

SWOT ANALYSIS AT MOBILINK (GSM) 6.4

STRENGTHS:

Following are the major strengths noticed by me during internship tenure. 1.

Orascom Telecom:

Being backed by such a large group, it’s a strength for Mobilink. Because it’s the parent company that plays an important role in the success of subsidiary by bringing major finances and skills with experiences. 2.

Loyal customer base:

During the period of last ten years, Mobilink (GSM) has earned a loyal customer base of more than 3.2 million customers. Its really a very big success & strength because what-ever product or service the company will introduce would be easily accepted by these loyal customers. 3.

Visionary leadership:

Mobilink by its birth is blessed with visionary leaders who intern spread their visions into their team members and help them to achieve goals in time. Mobilink this time is having round about 11’000 employees who are supervised by these visionary leaders. s4.

Billing System:

Mobilink to facilitate their business customers has acquired a strong billing system for their postpaid indigo connections. This billing system is very efficient in correct billing and month to month billing updates.

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5.

Black Berry:

A very unique service this time only offered by Mobilink (GSM) to its business customers. This blackberry service let them receive the business mails, calls and other notifications on the go. 6.

WAP Setup:

The Wireless Application Protocol (WAP) is a hot topic that has been widely hyped in the mobile industry and outside of it. WAP is simply a protocol a standardized way that a mobile phone talks to a server installed in mobile phone network. 7.

Coverage in more than 1000 destinations:

Mobilink is leading the telecom market by offering service in more than 500 cities that means more than 1000 destinations. 6.5

WEAKNESS:

Every company has some weakness therefore its important to know here what are Mobilink’s weaknesses. 1.

Complex systems:

Mobilink has some complex operational systems that create problems for employees while facilitating the customers. Especially in call centers when CSR receive customers call and he has to make several activities in different software’s in a very limited time. 2.

Over load on Network:

Due to such a large subscriber base most of the time there is an overload on the network and customers are unable to connect their calls, that is an immense weakness.

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3.

High Charges:

Mobilink always charge higher than competitors, that gives the chance to competitors to catch the customer. Mobilink only answer as quality services for high call charges. 4.

Non-Manageable customer base.

More than 3.2 million customers mean something, and this year Mobilink is having the target of 4.2 million. Even in this stage Mobilink is unable to manage this customer base-always having problem in one of the city’s network problem, card recharge issue and many call connectivity complaints, it mean weakness is here. 5.

Bill Delivery system:

Each month Mobilink delivers such a large numbers of couriers company it would be beneficial for the company. These huge numbers of bill are not properly delivered by currier companies that create customer complaints for Mobilink. 6.6

OPPORTUNITIES:

1.

Personal Fiber Optics:

If Mobilink (GSM) spread its own fiber optics network across the country, that would mean Mobilink would not have to pay a huge amount to PTCL for its lease line being used by Mobilink. Further more fast connectivity and very few network problem, that would inturn increase more customer satisfaction. And Mobilink being using on lines can charge very law competitive rates for its services. 2.

Coverage in more cities:

Remaining within the current infrastructure if Mobilink expands its coverage in a faster pace that would be very beneficial because the competitors have not yet reached the number of cities being covered by BBA-IT, IMS, Kohat University of Science and Technology

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Mobilink. Coverage in more cities means more customers and more profits. 3.

Awareness in Telecom Market:

Duet to the immense competition in the Telecom Market people are getting awarded of the cellular industry’s products that means more potential customers. Mobilink has already being benefited by this opportunity. Mobilink in the year 2004 was having only 4.5 million customers, but because of the new entrance (Telenor & Warid) in the market more people got awarded about cellular services, that boosted up Mobilink sales and now in the beginning of 2006 Mobilink is having 12.9 million subscribers. 4.

Black Berry:

A very unique service offered only by Mobilink can play a vital role for Mobilink as opportunity because now a days even a common business person is using email and other web-solution for fastening business processes, if Mobilink lowers down the rates of this service, there is a wide range of potential business customers ready to get benefit of this service. 6.7

THREATS:

The threats which are faced by companies are most of the time external, but sometime internal sensitive issues can also play the role of threats. Threats faced by Mobilink are as follows. 1.

Competitors:

Because of the growth in telecom sector Pakistani market is playing a vital role in becoming a good potential market. Mobilink every day face a new strategy from its competitors to catch loyal customers from Mobilink by using lower rates. This competition at any time can become a very big threat for Mobilink. BBA-IT, IMS, Kohat University of Science and Technology

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2.

Number Portability:

By number portability is meant having the same number while using the services of other company. For example if telenor offers this number portability facility to a 0300 mobile number that he will be having the same mobile number while he will be charged as per telenor packages and he will now be the customer of telenor. Currently Mobilink is one of the most expensive service provider in this industry that means if number portability service is made available by competitors then most of the Mobilink’s customers will shift to other operators. 3.

Too Much Expansion in Customer Base:

More customer means more profits for the firm, but there is always a limit that a company can handle other wise company face many problems. If Mobilink (GSM) would not make efforts to satisfy its available fool of customers then its difficult to retain such a large customer base. 4.

PTA Rules:

At any time Pakistan Telecom Authority (PTA) can impose such rules which may be threats for Mobilink. For example recently with the entry of new firms, PTA has banned Mobilink from lowering down its call charges.

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CHAPTER: 7 FINDINGS & RECOMMENDATIONS

Following recommendations are suggested to overcome the problems and improve the performance of company in general. Although Mobilink is performing well, there are certain areas where they need improvement. During my internship, I observed that Mobilink can achieve more success if they: 1.

Coverage in Kohat

Mobilink is loosing a lot of its preferred and potential customers because of poor coverage in Kohat. To get over this weakness Mobilink has to increase-the number of cell sites. By increasing the number of cell sites Mobilink will gain more customers and would be able to keep its existing customers happy. 2.

Reduce The Load on Network

To reduce the load on network, first thing Mobilink needs to do is to slop selling any more new connections until they expand their switch capacity in order to avoid congestion problem. This is the most important factor to be considered because it goes against the company's commitment to assure for best services and then lacing congestions and disturbances resulting in customer dissatisfaction. Secondly, they should focus on upgrading their equipment frequently to accommodate the demand for their services that they are offering to their consumers. (By adding switches, routers etc.) To eliminate call drop, error in connection, no voice channel; Mobilink engineering department has to find the patches for the software bugs that runs the infrastructure for call routing and at the same time keep on BBA-IT, IMS, Kohat University of Science and Technology

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checking the proper functionality of the equipment that routes the calls. If the function is not performing property, gel it fixed or replaced. 3.

Product Availability

Mobilink is loosing lot of its preferred and potential customers because of lack of product availability. To get over this weakness Mobilink have to expand their equipment so they can offer more connections. 4.

Enhance Billing

There is a need for Mobilink to set up a platform for automatic payments deducted from their Bank account or by charging their credit cards monthly. Mobilink also needs to offer the service to the customer online where they have the option to make payment for their bill on their leisure. Most of the time customer complains for being over billed. Even though Mobilink has been awarded ISO 9002 Quality Management System Certification for Billing and Engineering departments. There is interface problem between switch and billing system, by overcoming that they will attain maximum customer satisfaction. Presently, there is a lack of coordination because of which customers suffers as their numbers remain blocked even after they have paid. Similarly, sometimes the number is unblocked even when it is much beyond its credit limit. There is also a room for improvement in bill dispatching system. If bills are send in timely manner this will help customers paying their bill regularly to avoid billing problems. 5.

Over Come the Problem of Lack of Communication

Even though Mobilink has open door policy; the policy only exists in papers, which needs to be implemented at the corporate level as well as franchises for the benefit of customers. Mobilink should have the open door policy for their employees working at franchises for their suggestions to improve the quality of customer service because they are the one who BBA-IT, IMS, Kohat University of Science and Technology

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interact with customers. It can be done by arranging monthly meetings with their staff by using video conferencing over the net or over telephone lines, training using cable TV network or in person. There should be internal training programs and there should be more coordination between different departments. This will reduce mistakes on all levels and will increase employee motivation to work. Establishing and maintaining effective communications with each employee not only requires good oral and written communications skills, but it also includes the ability to establish good working relationships. To communicate effectively with employees, supervisors must establish an environment that promotes an open door atmosphere, the sharing of ideas, and employee involvement in decision making processes. 6.

Sales Promotional Activities

They should have better marketing and promotional activities to promote their brand image. Presently, Ufone is working very hard on its promotional activities and advertising. Mobilink is lagging behind in good marketing policies and is thus losing customers. , 7.

Repositioning of Mobilink

Mobilink has tried its best by mass advertisement to get the message to the. Customers for being the "Affordable Mobile Service Provider"; unfortunately the message is not being perceived. They should pay more attention to Electronic media. 8.

Target Market Properly

Proper segmentation should be done. Right now, Mobilink has vague segmentation. They should segment the market according to customer characteristics and then make their plans.

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They should have customer loyalty program: prizes on point system, dependent on airtime usage. This way, the internal usage of lines will increase. 9.

Focus on Corporate Clientele

They should try to hold large share of corporate network. Presently, Mobilink has a very small share of corporate network. This can prove to be hazardous if not taken care off. The company should collaborate more with trade organizations. 10.

Narrow Down the Span of Management

There is a need to fix few problems in the organizational structure of Mobilink. For the smooth transition of departmental operation, Mobilink has to get some load of work off from the Commercial Officer, As oppose to have a mix of Line and Staff Managers, they have to separate the Line and Staff Managers. Mobilink has a challenging task ahead of it. One that involves building and retaining a massive customer base in the country. To achieve this, it needs to effectively harness and mobilize all possible resources. With hard work and dedication, Mobilink can achieve the inevitable and deliver a quality service to its existing and potential subscribers. With the right vision, direction and team effort Mobilink will continue to be the number one mobile telecommunication service provider in Pakistan and one of the largest in the region.

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CHAPTER: 8 ACTION PLAN

8.1

INTRODUCTION

A concrete action plan of recommendations findings is discussed in this chapter. If Mobilink (GSM) follow this action plan its will further be able to maximize its subscriber base and the most important thing better customer services. 8.1.1 PROBLEM During my internship at Mobilink Zonal office Kohat I have observed that in Kohat subscribers of Mobilink say, when people make a call from their landline to a Mobilink number beginning with 0300, 0301, 0302 the line drops even when the number has not been completely dialed. Similarly, often Mobilink subscribers find their mobile sets signaling "Network busy" when they try to make a call. 8.1.2

REASON

Telecommunication experts maintain that the poor service of Mobilink is linked to its large number of subscribers. They pointed out that Mobilink has

expanded

its

customer-base

without

making

proportionate

improvement in their system. Businessmen are not happy with mobile phone service provided by Mobilink. A large number of businessmen have complained SCCI (Sarhad Chamber of Commerce & Industries) that they are facing inconvenience due to the unsatisfactory services provided by Mobilink, which also created problems in their business communication,

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8.2

IMPLEMENTATION PLAN

In Kohat, Mobilink started its services with one site and gradually expanded the network to the present 8 cell sites. 8.2.1 TARGET AREA As with all cellular phone services each Mobilink cell site has specific target areas where it is expected to provide mobile phone service. The maximum limits of such covered areas, theoretically, a circle of about 33Km radius, is determined by the physical characteristics and terrain of the locality. Major factors are the topography of the area, density of construction/ population and height above the ground of the ceil station. In rural areas with relatively plane geography the effectiveness of the system lasts up to about 15 to 20 Km Still this applies to the outdoor coverage. In Urban areas, with large density of construction and population, the effective range shrinks down to a maximum of 3 Km. In both cases, the indoor coverage is limited to a few Km round the cell site. For these reasons we can expect a cell site after each 2 nd Km in central and thus, the most populated areas of a city. 8.2.2

SETUP EXPENSES

The increased number of sites means large amount of initial cell sites setup cost and then large running expenses. Therefore, the actual numbers of cell sites of any operator are directly related to the expected minutes of usage and the revenue expected in return. To setup a single cell site, to say for about 1 Km radial circular area, a lot of efforts are needed. From survey of the target area to site Selection, Acquisition, Construction, Installation, Commissioning and Operation, the ball has to roll back and forth so many stages and surpass so many hurdles. It requires careful study, calculations and planning. At the average, the transmit and receive antennas has to be placed 100-150 ft above ground level in city areas and in rural areas, this height is approximately above 200 ft. This requires BBA-IT, IMS, Kohat University of Science and Technology

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large size supporting structure, normally in shape of big self-supporting steel towers. All these efforts and strategy incurs a cost of about 2.5 million rupees per site. As a business rule, therefore, the number of sites in any area is a trade off between the initial cost plus running expenses and the expected revenue returns. In heavily dense areas, the effectiveness of the traditional large structured site does not and cannot prove worth its cost. In such areas, a distinct family of cell sites, called Micro and even Pico cells, is utilized. These sites, as their names suggest, are not only small in size but also cut the expenses per site with the same ratio. Thus, instead of one large station, if a bunch of Micro or Pico cells is used in heavily congested areas, the effectiveness of both, the cost and the service coverage with increased capacity can be improved. But this requires a concerned technical communication infrastructure, which is not yet available to that extent in our country and so we have to rely on the large structures for the most part of our network. 8.2.3

N.W.F.P.

In N.W.F.P Mobilink has its service in Peshawar, Nowshera, Mardan and Kohat,Hangu,Tull,Parachinar. This entire network, at present, consists of 72 sites. Out of these 72 sites, 32 are for the Peshawar city and the others have different number according to the area.For Kohat there are atleast 12 sites working at different parts of the city. These sites provide full indoor coverage to about 60% of the customers based in the Kohat city and its close suburbs. About 30% of the customers have weak and unstable indoor coverage and 10% might not have any indoor coverage at all. Off course outdoor coverage is about 100%. To provide 100% indoor quality service to these 40 or 30% customers, Mobilink has to setup 15 to 20 addition cell site. These will obviously not only enhance service to the existing customers but also surely will gain more new customers and thus enhance BBA-IT, IMS, Kohat University of Science and Technology

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the business. But again the ratio of the investment cost and the expected pay off will have to be Considered. The current statistics regarding the minutes of usage of each site can provide a concrete guideline for the planning of the locations and number of the new required sites. At present, some of the Mobilink sites are running over their maximum capacity. They need supplementary sites to divide their load and enhance the quality of service as well. 8.3

KOHAT LOCATIONS

Mobilink present sites are located in Kohat Cant, Kohat city, KDA, Hangu Road, Sherkot, Usterzai, Pindi Road, Togh Bala,Gombat, With the help of these predicted sites about 95% of the city and closed subscribers receive good quality indoor service and in return will bring reasonable volume of the business for the operator. 8.4

INFRASTRUCTURE FOR GSM CELL SITECELL SITE

Mobilink has to rent out a proper site, which will meet their requirements for the installation of cell site tower. Mobilink always do a long-term lease agreement with the site owners. 8.4.1

Construction

After the acquisition of the each site, civil contractor is assigned to build equipment, generator and guardroom. Number of rooms may vary upon the location. If lower is constructed on top of the building, equipment room can be provided by the owner in the building. 8.4.2 Tower Tower is constructed for installation to receive and transmit antennas for microwaves equipment for connectivity to BSC.

8.5

RECOMMENDATIONS

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I recommend that due to its up to date marketing strategies and continuous research the company is able to cover a large share of communication industry i.e 48% to 52% which is about half of the whole industry. The MOBILINK; also offers packages according to the purchasing power of the people which makes the company one of the leading communication company of the country.  Mobilink should offer New Packages to the Users  Mobilink should give some free air time 

Mobilink should give day packages like night packages



Mobilink should provide and Introduce MMS and GPRS in cities on low cost.

 Mobilink should improve their Network coverage. 8.6

CONCLUSION

Pakistan is taking rapid strides in development, especially that of its communication system. The mobile cellular network started their operations in the year 1990. Since then they have grown extensively over die years. In Pakistan there are four competitors operating in this industry; Mobilink, Paktel, Ufone, Instaphone, Paktel and Instaphone is operating on analog system where as Ufone and Mobilink have die latest digital technology. Mobilink started its operations in 1994 and is trademark of Pakistan Mobilink communications ORASCCOM. Mobilink GSM is the Pakistan's first and only GSM Provider. As internee in the Mobilink the purpose of this study is to understand the nature of the specific business organization. Also the background of the Mobilink its brief history services offered by the company and its tariff structure and competition. Mobile phones industry comprises of Pakistan Mobile Communication Limited "(PMCL) which operates under the name of BBA-IT, IMS, Kohat University of Science and Technology

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Mobilink. Mobilink operates under the name of Motorola, which consists of over 32 million US dollars in Pakistan Mobile Communication Limited. Mobilink GSM operates on the GSM900 (900MHz) frequency band which is used almost throughout the world, this means that you can use your own Mobilink phone across Europe, Middle East, Africa, Far Hast and ASI. Mobilink GSM already has a presence in 36 cities and towns in Pakistan and reaches 60% of Pakistan's urban population giving over 30 million people the chance to benefit from the latest GSM technology. The Mobilink management understands that the quality of service provided is to key factor of success for sustainability in this industry. Commitment to providing customer satisfaction is the driving force and is evident from the company culture. Recently the company has laid all its focus on the customer services department. Mobilink uses two different type of brand label for their product printed labels and stickers. Mobilink does not transfer the ownership of the product to Retailer, Retailer work as an agent for Mobilink. The only benefit the Retailers get incentives and allowances. Mobilink uses different methods to offers their promotions: Advertisement, Publicity, Sales promotions, Personal selling. With superior technology, Mobilink GSM takes the lead in offering its customers and latest features and services available on mobile phones. Mobilink provide you with a complete range to affordable rates, which would best suit occasional, regular and frequent caller. I think that the market; is expanding and opportunities will deep on arising for Mobilink and the other brands to prosper in the market. But, Mobilink suffers from a drawback that if time comes it can not enter a price war with the other brands. The reason being that the technology that it provides is expensive to the company and they cannot under cut the base price. On the other hand Paktel and Instaphone can enter a price war. BBA-IT, IMS, Kohat University of Science and Technology

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In order to gain the market monopoly Mobilink has to facilitate the users with these facilities of GRPS and MMS etc. The overall performance of Mobilink in term of profitability and growth has been declining over the past few years.

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BIBLIOGRAPHY •

Azwar, Samreen. (2001). Upwardly mobile. AURORA

•

Cateor,

Philip.R.

and

Graham,

John.L.

(1999).

International

Marketing. California. Irwin/Mc Graw Hill. •

Ghouri, Rashid.A.Jan, Farzand, Ali (1997). Introduction to Marketing New Dehli

•

Hanif, Raja (2005) “Competing on Quality Services”.

Mobilink

Annual Journal, March. 54-55. •

Latif, Rashid (2004) “Celebrating Success at Customer Services”. Mobilink Annual Journal, March. 20-21.

•

Mobilink-GSM, (2005). Sharing leadership visions. Islamabad, 36.

• http://www.mobilinkgsm.com Available (Online) • http://www.thinkquest.org Available (Online) •

Rashid, Khan (2005) Company’s Vision and values

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