Ptcl Company Report Final By Tauqeer 2

1

Pakistan Telecommunication Company Limited

Presentation -2 Program: EMBA

Course: Marketing Management Group Industry: Telecommunication Selected Company,

Pakistan Telecommunication Company Limited

Faculty: Mr. Faisal Haroon Institute of Business & Technology Submitted By: Muhammad Tauqeer Ahmad

Student ID: BEM/896 Submission Date: May 11th 2008

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

2

Pakistan Telecommunication Company Limited

Preface As per given task we chosen Telecommunication industry due to getting a better place in market and their growth rate boost up day by day. If we see market over view of telecommunication industry in Pakistan that telecom sector is seeing exorbitant growth in Pakistan. Mobile subscribers are in 2006 were 48.2 millions and in June 2007 the mobile users reached over 63 millions to 76.6 millions. Currently 80.3 million as of February 2008, according to Pakistan Telecommunications Authority(PTA), 2.7 million subscribers are added monthly. In fact Pakistan has the highest mobile penetration rate in the region. According to the PTA, Mobilink continues to lead the market with 31.36 million subscribers, followed by Ufone (16.84 million), Telenor (16.01 million), Warid Telecom (13.6 million). The telecom infrastructure is improving dramatically with foreign and domestic investments into fixed-line and mobile networks; fiber systems are being constructed throughout the country to aid in network growth. Major businesses have established their own private systems; since 1988, the government has promoted investment in the national telecommunications system on a priority basis, significantly increasing network capacity. There are currently 7 million landline subscribers in the country.

My selected Company is "Pakistan Telecommunication Company Limited" (PTCL) which is the largest telecommunication company in Pakistan. The Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006 which is a Dubai based company. Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

3

Though Pakistan experienced the revolution of telecom industry in the last decade, PTCL has been working in this sector from its birth. In the telecommunication domain, presently PTCL is the largest converged services carrier, providing all telecommunication services from basic voice telephony to data, internet, video conferencing and carrier services to consumers, including telecom operators and the corporate sector all over the country. Committed to deliver all the modern technologies used around the world to its customers, PTCL management is now working to introduce Interactive Television (IPTV) service in Pakistan soon. (online), We will discuss in detail subsequently.

• Company Profile & Introduction • CEO Message & Vision • History • Financial Report • Subsidiaries • Marketing Strategy • Marketing Process • Target Markets • Analyzing Target Market • Product Features, Value & Prices • Products & Services • Marketing Campaigns • Competitors • Conclusion

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

4

Pakistan Telecommunication Company Limited

Contents

Page # 1) Company Profile & Introduction ………………………………… 7 a) Overview company status & Structure …………………………. 8 b) Company's CEO massage ………………………………………. 9 c) Vision ……………………………………………………………10 d) Company's board of directors ………………………………….. 11 2) History ……………………………………………………………. 12 a) From 1947 to 1996 …………………………………………….. 12 b) From 1998 to 2003 …………………………………………….. 12 c) From 2006 to Date …………….……………………………….. 12 d) *History of Telephone's Discoverer{Alexander Graham Bell) ☺. 13 3) Company financial & Progress Status ………………………….. 14 4) Subsidiaries ……………………………………………………….. 18 a) Ufone …………………………………………………………... 18 5) MARKETING STRATEGIES ………………………………..,... 20 a) Marketing Process ……………………………………...…… 20 i) Design the Product & Process …………………………..….. 20 ii) Target Markets …………………………………………….. 21 • Home & Personal (Including All Genders) ……………... 21 • Business & Industrial Sector …………………………..... 21 iii) Analyzing Target Market ………………………………….... 22 iv) Product Features, Value & Prices …………………………... 22 • Broad band ……………………………………………..... 22 • Vfone …………………………………………………..… 24 • Phone n Net …………………………………………….... 25 • IPTV ………………………………………………….….. 26 • Skyline …………………………………………………... 27 • International IP Services ……………………………….… 28 • Pakistan Plus Package ……………………………… . .… 28 Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

5

Pakistan Telecommunication Company Limited

• Basic Plus Package ………………………………………. 28 • Value Plus Package ………………………………………. 28 v) Advertising …………………………………………………... 29 6) Product & Services ………………………………………………... 37 a) V fone …………………………………………………………… 37 b) Broadband (DSL) & Dial up ……………………………………. 37 c) Fixed Line ………………………………………………………. 37 d) Calling Cards ……………………………………………………. 37 e) PTCL Voice Messaging service ………………………………… 37 f) Wavelength Services ……………………………………………. 38 g) International Call Center …………………………………………38 h) 080080800-New Phone Connection ……………………………. 38 i) 1200 Billing Information …………………………………………39 j) Online Phone Directory …………………………………………..39 k) Bill Payment Options ……………………………………………. 40 l) Service Changes …………………………………………………..41 m) National Dialing Codes …………………………………………...42 n) International Dialing Codes ………………………………………42 i) VALUE ADD SERVICES ……………………………………42 • Toll free 0800 …………………………………………… 42 • VPN Service ……………………………………………….42 • Premium services (0900) ………………………………......43 • UAN (Universal Access Number) …………………………43 • UIN (Universal Internet Number) …………………………44 7) Marketing Campaigns …………………………………………… 44 a) Print Media ………………………………………………………. 44 b) Electronic Media ……………………………………………… ... 45 i) TV Ad's ………………………………………………………. 45 ii) Website ………………………………………………...……... 46 Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

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Pakistan Telecommunication Company Limited

8) Competitors …………………………………………….………….. 47 a) Wateen ……………………………………………….………….. 47 b) Callmate ……………………………………………….………… 47 c) World Call ………………………………………………………. 47 d) NTC (National telecommunication) …………………………….. 47 e) Circle Net (Pakfon) ……………………………………………… 48 f) DV.Com …………………………………………………………. 48 g) Red Tone ………………………………………………………… 48 h) Burraq combo ……………………………………………………. 49 i) Tele Card ………………………………………………………… 49 9) Conclusion & Suggestion…………………………………………… 50

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

7

Introduction & Profile Pakistan Telecommunication Company Limited (PTCL) is proud to be Pakistan’s most reliable and largest converged services carrier providing all telecommunications services from basic voice telephony to data, internet, video-conferencing and carrier services to consumers and businesses all over the country. Whether it is an office in the largest city of Pakistan or a home in a small village, we are present in every corner of Pakistan to serve our customers.

Company Profile PTCL operates in one of the most dynamic, deregulated and competitive markets in the world; Pakistan with a population of 165 million people is a fast growing economy with relatively low penetration of Information Communication Technology (ICT) services. PTCL intends to be the leading ICT provider in the region by achieving customers' satisfaction and maximizing shareholders' value and as such PTCL perceives its future as a customer centric organization enhancing its infrastructure and investing in people. PTCL have 6.5 million customers and also continues to be the largest CDMA operator in the country with 01 million V-fone customers the Employee strength of 65,000 The company maintains a leading position in Pakistan as an infrastructure provider to other telecom operators and corporate customers of the country. It has the potential to be an instrumental agent in Pakistan’s economic growth. PTCL has laid an Optical Fiber Access Network in the major metropolitan centers of Pakistan and local loop services have started to be modernized and upgraded from copper to an optical network. Since then, PTCL has been working vigorously to meet the dual challenge of telecom development and socio-economic uplift of the country. In keeping with the convergence of technologies in the telecom sector PTCL’s mobile and internet subsidiaries were created in 1998. Ufone, the country’s second largest mobile service provider, boosted its operations by rolling out the country’s largest ever expansion of its network, worth US$ 525 million. The new investment aims to expand capacity and coverage in existing and new cities, as well as providing high speed cellular mobile and wireless data services. By mid-2008 the two major expansions will give Ufone coverage in over 4,500 cities, towns and villages, and all major highways in the country. Pakistan Telecommunication Company Limited (PTCL) is the largest telecommunication company in Pakistan. The Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006.

Etisalat and PTCL In 2006, Pakistan's Privatization Commission held open bidding to sell 1.326 billion shares, along with management control of PTCL. The Etisalat International Pakistan, a 100 % owned subsidiary of Emirates Telecommunications Corporation - Etisalat was the highest bidder for a 26 per cent stake in PTCL with a $1.96 (116 rupees) per share offer. Etisalat takes pride in being a partner in progress wherever it goes. To realize the dream of human progress, Etisalat is ever ready to harness new technologies, build new partnerships and embrace the future as it comes. This is the vision that drives Etisalat and directs the Etisalat-PTCL interaction. Subsequent to the takeover of management control by Etisalat International Pakistan, PTCL continues its drive to transform into a modern, customer-focused communication and information provider with a new vigour and commitment. By focusing on customer satisfaction, partnering with innovation, investing in training and human resources and enhancing its infrastructure, PTCL is evolving continuously. PTCL is one of the largest employers in the country with its work force spread all over the country to provide an essential service to the people of Pakistan. The changed telecom environment requires PTCL to bring about changes in its corporate culture to thrive more in the new environment.

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

8

Corporate and Commercial Initiatives As part of the transformation of PTCL, the management initiated work on the re-branding of the Company as a modern and customer-centric national carrier. Externally changing the logo was carried out to reflect the commitment to the customers and the modernizing of the infrastructure. Internally it gave employees a new zeal to stimulate the mindset change from a technology and operations focused company to a competitive carrier that has customer services as its hallmark. PTCL made several investments in infrastructure development and added network capacity to enhance services and expand its reach across the country. The market in Pakistan is extremely competitive and PTCL has the largest nationwide installed network infrastructure capability including switching, transmission, fibre optic backbone, co-location and international capacity. This gives PTCL a unique position in terms of providing to carriers and individual consumers alike. With the introduction of Vfone, the new CDMA-based WLL platform of PTCL, is poised to become the largest fixed wireless telephony network in Pakistan. On the wireless broadband front, a major upgrade of the WLL CDMA network was rolled out in order to provide wireless broadband services in 17 major cities. Broadband Pakistan offers DSL services with unmatched reliability, affordability and connectivity. Customers have the option to packages with varying speeds from 512Kb to 2Mb with unlimited downloads. Broadband customer service is available twenty-four hours a day, seven days a week at 1236 with highly trained and professional representatives. As part of offering converged services, expanding its service portfolio and improving customer retention and acquisition, PTCL initiated the multi-channel Inter Protocol Television (IPTV) project during 200607. This will be a landmark addition to the PTCL service portfolio and will enable the company to provide Triple Play (voice, video and data) services over a single fixed line connection. With IPTV the customer will be provided with a single interface to satisfy his communication and entertainment needs along with single billing. Keeping in mind customer convenience, PTCL is actively engaged in bringing an array of bill payment options to its customers. PTCL customers now have the flexibility to choose between dropping a cheque in a drop box at a location near them to sending their payments through mail at a nearby post office. PTCL has also offered a dedicated service to provide billing information to its valued subscribers who can simply dial '1200' to access instant billing information of the required PTCL service. With the introduction of this service, customers no longer need to personally visit customer service centers to find out what their bill amounts are and the automated service is available twenty-four hours a day, seven days a week to further facilitate customers. Moreover, PTCL has introduced a variety of valued added services for its customers while a number of others are in the pipeline. Alongside the many packages and services PTCL is continually seeking ways to facilitate its customers of which payment cards and electronic modes of payments are just a part. On the technical front, PTCL has laid an Optical Fibre Access Network in the major metropolitan centres of Pakistan and local loop services have started to be modernized and upgraded from copper to an optical network. PTCL has invested in the capacity of two SEA-ME-WE submarine cables to meet the increasing demand of international traffic. Additionally, PTCL is also part of a consortium that will put in place a highcapacity fiber-optic submarine cable that stretches from India to Italy and France via the Middle East, named I-ME-WE, to provide effective resilience to the existing cable systems (SMW3 & SMW4). PTCL has also signed an agreement with Huawei Technologies Pakistan and Hewlett Packard (HP) to jointly launch the ‘Network Operation Center’ project which has state-of-the-art fault detection and resolution technology. This project would establish one main network operation center and three regional ones with the implementation of an alarm management system across the entire PTCL network

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

9

Pakistan Telecommunication Company Limited

in an integrated manner. Beyond improved packages and new products, PTCL, as a socially responsible corporate entity, has been pursuing different social causes touching on areas of culture, sports, music, environment and general welfare by supporting different initiatives. As such, PTCL’s CSR activities and new ventures are warmly welcomed.

President's Message (PTCL) I have taken immense pride in assuming the duty as President and CEO of PTCL, which is a great opportunity for me to execute my responsibilities as a team leader. To me Pakistan and PTCL are synonymous with an opportunity for growth. The potential of this growth is visible to me as it is about the human capital we have in the form of talented and experienced employees. I can assure you that with the traditional dedication and determination of PTCL workers we will transform this company into a world class ICT company. I am proud of my fellow colleagues who have been leading the market so far and have been adapting to changing technological advancements. After the deregulation in the telecom sector of Pakistan, PTCL is now again ready to face new challenges in a competitive environment. We are poised to retain our leadership position by giving PTCL a new and improved look. The new colors of the Logo are in context with every Pakistani’s sense of identity and patriotism; green and white being the colors of purity and honesty, the colors of trustworthiness and integrity, the colors of Pakistan’s flag and the colors of every Pakistani’s passion. Be assured that PTCL will remain the people’s first choice of communication in the future. Promising you the best of our services, at all times. Best Wishes

Walid Irshaid President & CEO

Vision To be the leading Information and Communication Technology Service Provider in the region by achieving customer satisfaction and maximizing shareholders' value'. The future is unfolding around us. In times to come, we will be the link that allows global communication. We are striving towards mobilizing the world for the future. By becoming partners in innovation, we are ready to . shape a future that offers telecom services that bring us closer.

a)

PTCL Stock Price

Rates in PKR Stock Market: KSE Symbol:

PTC

Outstanding Shares:

3774000000

Open Rate:

47.90

Current Rate:

48.10

Price Change:

0.20

% Change:

0.42%

High Rate:

48.40

Low Rate:

47.75

Volume:

599400

Apr 15, 2008 12:04 PST

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

10

Pakistan Telecommunication Company Limited

Etisalta CEO Report We have continued to renew, invigorating our purpose and determination to maintain our position as the telecommunications provider of choice, for all segments of UAE’s diverse community, and in delivering healthy results in terms of revenues, profitability and customer growth. Our Revenue and Net Profit from the UAE alone grew by 25% and 33% respectively compared to 2006. This was at a time of a changing regulatory environment and the market opening up to competition, both of which were welcomed. We are proud of Etisalat’s long-standing reputation as a technology leader and product innovator. We continue to invest to ensure that our customers are able to benefit from the latest developments and innovations in telecommunications technology. The continued rollout of Next Generation Networks (NGN) will give customers a full portfolio of new services delivered over an all IP network. In line with this we are investing in Gigabit Passive Optical Network (GPON), Fibre to the X- (FTTX) and WiMax to extend Triple Play and other IP-based services. The Favourite Country Plan, which offers preferential call rates to selected destinations, was well received by our individual customers, as was MobileCam, an innovative remote monitoring product using 3.5G technology. Our Mobile TV offering and Location Based Services have proved to be popular with individual customers and businesses alike. During the year we introduced BlackBerry to the retail market. In addition we launched our innovative Audio Conferencing Service, 4MBpS Al Shamil Residential Broadband package, Credit Transfer and Voice SMS. Our product portfolio and choice of mobile services continues to grow. Additional service enhancements are being introduced on all levels from GSM to 3.5G – for example, translation services, and a special service for our customers with special needs. As we look forward to 2008 and beyond, we intend to continue playing our role as an enabler in the ongoing development of the UAE, which is headed to become a regional hub and a role model for others to follow. At the same time, we stand committed to the Corporation’s endeavour to join the elite league of the world’s top telecommunication service providers. With best wishes! Mohammed Khalfan Al Qamzi Chief Executive Officer

Vision Our Vision is of a world where people’s reach is not limited by matter or distance. People will effortlessly move around the world, staying in touch with family, making new friends as they go, as well as developing new interests. Businesses of all sizes, no longer limited by distance, will be able to reach new markets. Innovative technologies will open up fresh opportunities across the globe, allowing the supply of new goods and services to everyone who wants them.

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

11

Mr. Hifz-Ur-Rehman Chairman PTCL Board Secretary IT&T, Ministry of Information Technology Government of Pakistan, Islamabad Mr. Abdulrahim Abdulla Abdulrahim Al Nooryani Chairman & Chief Executive Officer, Etisalat International Pakistan L.L.C Executive Vice President Contracts & Administration Etisalat, UAE. Dr. Waqar Masood Khan Secretary, Ministry of Finance Government of Pakistan, Islamabad Mr. Abdulaziz Ahmed Saleh Ahmed Al Sawaleh Chief Human Resource Officer Etisalat, UAE Mr. Noor-ud-Din Baqai Member (Telecom), Ministry of Information Technology Government of Pakistan, Islamabad Mr. Fadhil Mohamed Erhama Al Ansari Executive Vice President Engineering Etisalat, UAE Mr. Ahsanullah Khan Ambassador, Embassy of Pakistan Abu Dhabi, UAE Mr. Abdulaziz Hamad Omran Taryam General Manager, Northern Emirates Etisalat, UAE Dr. Ahmed Al Jarwan General Manager Real Estate Etisalat, UAE Ms. Farah Qamar Company Secretary PTCL Headquarters, Islamabad

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

12

Pakistan Telecommunication Company Limited

HISTORY (PTCL)

1947 to 1996 From the humble beginnings of Posts & Telegraph Department in 1947 and establishment of Pakistan Telephone & Telegraph Department in 1962, PTCL has been a major player in telecommunication in Pakistan. Despite having established a network of enormous size, PTCL workings and policies have attracted regular criticism from other smaller operators and the civil society of Pakistan. Pakistan Telecommunication Corporation (PTC) took over operations and functions from Pakistan Telephone and Telegraph Department under Pakistan Telecommunication Corporation Act 1991. This coincided with the Government's competitive policy, encouraging private sector participation and resulting in award of licenses for cellular, card-operated pay-phones, paging and, lately, data communication services. Pursuing a progressive policy, the Government in 1991, announced its plans to privatize PTC, and in 1994 issued six million vouchers exchangeable into 600 million shares of the would-be PTCL in two separate placements. Each had a par value of Rs. 10 per share. These vouchers were converted into PTCL shares in mid-1996

1998 to 2003 In 1996, Pakistan Telecommunication (Reorganization) Ordinance formed the basis for PTCL monopoly over basic telephony in the country. It also paved the way for the establishment of an independent regulatory regime. The provisions of the Ordinance were lent permanence in October 1996 through Pakistan Telecommunication (Reorganization) Act. The same year, Pakistan Telecommunication Company Limited was formed and listed on all stock exchanges of Pakistan PTCL launched its mobile and data services subsideries in 2001 by the name of Ufone and PakNet respectively. None of the brands made it to the top slots in the respective competitions. Lately, however, Ufone had increased its market share in the cellular sector. The PakNet brand has effectively dissolved over the period of time. Recent DSL services launched by PTCL reflect this by the introduction of a new brand name and operations of the service being directly supervised by PTCL instead of Paknet. As telecommunication monopolies head towards an imminent end, services and infrastructure providers are set to face even bigger challenges. Pakistan also entered post-monopoly era with deregulation of the sector in January 2003. On the Government level, a comprehensive liberalization policy for telecom sector is in the offing.

2004 to Date In the middle of 2005 Government of Pakistan had decided to sell at least 26 percent of this company to some private agency. There were three participants in the bet for privatization of PTCL. Etisalat, a Dubai based company was able to get the shares with a large margin in the bet. In this year when Government was going to privatize the company there was country wide protest and strike by PTCL workers. They even disrupted Phone lines of some big Government institutions like Punjab University Lahore and many lines of public sector were also blocked. Military had to take over the management of all the Exchanges in the country. They arrested many workers and put them behind bars. The contention between Government and employees ended with a 30% increase in the salaries of workers. Many big change events are happening in PTCL at the moment after its privatization. these include the VSS (Voluntary Separation Scheme for its employees), ERP (SAP based), restructuring, B& CC (Billing and Customer Care Software) etc. Another seemingly minor change was change of brand identity (logo) that will present PTCL's new face after privatization, with greater focus on customer satisfaction and bringing about of new advancements in telecom for Pakistani consumers.

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

13

Pakistan Telecommunication Company Limited

► {I would like to share an oldest History of Telecom that who's are Discoverer?}

☺

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Alexander Graham Bell (3 March 1847 – 2 August 1922) was an eminent scientist, inventor and innovator who is credited with the invention of the telephone. His father, grandfather and brother had all been associated with work on elocution and speech, and both his mother and wife were deaf, profoundly influencing Bell's life's work. His research on hearing and speech further led him to experiment with hearing devices that eventually culminated in Bell being awarded the first U.S. patent for the invention of the telephone in 1876. Many other inventions marked Bell's later life including groundbreaking work in hydrofoils and aeronautics. In 1888, Alexander Graham Bell was one of the founding members of the National Geographic Society. In reflection, Bell considered his most famous invention an intrusion on his real work as a scientist and refused to have a telephone in his study. Upon Bell's death, all telephones throughout the United States "stilled their ringing for a silent minute in tribute to the man whose yearning to communicate made them possible Born 3 March 1847 Edinburgh, Scotland. Died 2 August 1922 (aged 75) Beinn Bhreagh, Nova Scotia, Canada. Cause of death Pernicious anemia Education University of Edinburgh University College London University of Toronto Occupation Inventor, Scientist, Professor (Boston University) Known for Inventor of the telephone Spouse Mabel Hubbard (married 1877–1922) Children (4) Two sons who died in infancy and two daughters Parents Alexander Melville Bell Eliza Grace Symonds Bell Relatives Gardiner Greene Hubbard (father-in-law) Gilbert Hovey Grosvenor (son-in-law) Melville Bell Grosvenor (grandson)

Bell speaking into prototype model of the telephone

1847 – 1922

THANK YOU - ☺

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

14

PTCL Financial Status in Tele communication Industry

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

Institute of Business & Technology (BIZTEK)

15

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

Institute of Business & Technology (BIZTEK)

16

Tauqeer Ahmed (BEM/896)

17

Pakistan Telecommunication Company Limited

Highlights of PTCL financial results 2006-07: PTCL earned net profit of 15.64 billion rupees ($258 million) for the year ended on June 30, down 25% from previous year. Earnings per share fell to 3.07 rupees from 4.07 rupees. This was in line with the market expectations of 15.41 billion rupees to 17.69 billion rupees range. The company said its revenue for the year fell to PKR65.28 billion, from PKR69.08 billion a year earlier. Operating costs increased to PKR46.56 billion, compared with PKR41.69 billion a year earlier. PTCL announced a cash dividend of 2.0 rupees per share, its first payout for 2006-07. Fixed Line Subscribers PTCL

NTC

Brain World Union Naya Limited Call Communication Tel

Total 3,252,518

2001 2002 2003 2004 2005 2006 2007 Sep2007 Dec2007

3,252,518 3,655,474 3,982,783 4,428,900 5,190,899 5,128,442 4,676,204

64,640 73,330 81,027 92,163 99,665

1,520 5,880 6,089

4,100 13,327 10,748

200 2,500

4,597,279

100,688

6,670

9,728

3,500

4,695,971

106,336

7,376

10,008

3,500

3,655,474 4,047,423 4,502,230 5,277,546 5,240,012 11,000 4,806,206 4,731,365 13,500 4,836,691 13,500

SCO Fixed Line Subscribers for Jun-2007 are 121,381 NTC and Union Communication Data June - 07

Wireless Local Loop Subscribers Year 2005 2006 2007

World Great BurraqWateenMytel Total Call Bear 163,681 98,469 2,678 200 265,028 661,532 229,292 115,637 21,407 1,027,868 1,128,272 396,873 273,616 51,311 1,850,234 PTCL

TeleCard

July-2007 1,135,416 408,175 282,000 52,497

1,878,088

Aug-2007 1,143,684 419,487 321,263 53,510

1,937,944

Sep-2007 1,158,420 429,811 335,753 54,053

1,978,037

Oct-2007 1,184,606 437,426 345,342 54,412

2,021,786

Nov-2007 1,213,822 447,455 358,254 54,744

3,000

2,077,275

Dec-2007 1,237,424 455,391 375,455 54,909

4,100

2,127,279

Jan-2008 1,276,283 460,835 396,117 55,244

190

11,792 138 2,200,599

Feb-2008 1,353,715 469,377 414,026 55,508

242

14,885 140 2,307,893

Mar-2008 1,384,009 477,778 423,738 55,737 242 14,437 140 2,356,081 SCO WLL figures for June-2007 are 27,648 Sep - 07 Revised

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

18

Subsidiary Ufone (Pakistan Telecom Mobile Ltd) a wholly-owned subsidiary of PTCL commenced its operations on 29th January 2001 as a GSM 900 service provider. Since the outset, it has expanded its coverage and customer base at a rapid pace and established itself as one of the leading cellular service providers in Pakistan. Ufone is now considered to be one of the most active, aggressive and innovative players in the mobile sector of Pakistan. The growth of the cellular industry is a direct result of the successful implementation of the telecom deregulation and cellular mobile policy by the Ministry of IT and Telecommunications (MOIT&T) and the support, guidance and timely enforcement of regulatory process by the Pakistan Telecommunication Authority (PTA). Privatization The growth of the cellular sector in Pakistan can also be attributable to good governance policies of the government of Pakistan and the Privatization Commission. In April 2006, Emirates Telecommunication Corporation, which is commonly known as Etisalat, has assumed management control of Pakistan Telecommunication Corporation Ltd – part of the $2.6bn deal to buy a 26% stake in PTCL. The successful privatization of PTCL, and consequently Ufone, is hailed as ushering in a new era for telecommunications in Pakistan. Now, under the management of Etisalat, Ufone will concentrate on customer needs and benefits and is more determined than ever to be the leading cellular player in the market. Ufone has been known for providing superb propositions and quality service to its customers. With the new expected investment, Ufone can now aggressively expand its network coverage. Key Accomplishments Ufone has always played a pivotal role in the development of the cellular market in Pakistan. For the most part, it has been a step ahead in introducing innovative products to the market. Ufone was a pioneer in launching the GPRS services and Multi-media Messaging Service (MMS) in Pakistan, and lead the way in introducing GPRS international roaming and prepaid international roaming for these services in the Pakistani market. Performance As mobile users in the country have reached over 28 million at a very rapid pace, Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a subscriber base of around 6.5 million and a market share of nearly 25%. Ufone has seen a subscriber growth rate of over 200% in the last year, and since the start of 2005 Ufone added nearly 5 million subscribers onto its network. A remarkable achievement indeed, especially considering the fact that two new international players also entered into the market in 2005. Subsequently the growth in subscriber base caused a healthy trend in revenues which have doubled. Brand While keeping its tradition of being the trend setter in the industry, Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, Ufone has positioned its brand for masses. In keeping with the upcoming competition and market dynamics, Ufone increased its focus on the youth segment (which comprises 50% of the population), with the Prepay brand. By designing market focused products, Ufone’s brand team launched aggressive campaigns, which further increased the brand equity. The new brand image gained huge popularity amongst the targeted market. A recent marketing survey conducted by a prominent marketing research company showed that Ufone has considerably increased its brand visibility and

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

19

image. Ufone’s Prepay brand is now considered to be one of the most favored brands by the youth market and is followed by other mobile operators launching their respective brands for the youth market. Product and Pricing Since the recent telecom de-regularization and the issuance of two more GSM licenses, the Pakistan telecom market has become very competitive and is changing at a very fast pace. Remaining competitive has now become a challenge. Ufone once again set a trend in the market by introducing simplified tariffs. The company has two main product lines (prepaid and post paid) for all its valued customers. To capture every segment of the market, Ufone has further customized its packages. Postpaid is further differentiated into 4 plans including a very competitive Zero Line Rent package. Ufone has introduced a very simplified tariff structure for its customers with a flat rate of Rs. 2.50/ minute to any operator all over the country. The on net off peak rates also remain amongst the lowest at Rs. 1.50/ minute. Similarly Ufone has the most competitive SMS, GPRS and MMS rates having the lowest international SMS rate at Rs. 1.50. These simplified tariff plans and user friendly packages have greatly helped Ufone in becoming the fastest growing operator in the country. Ufone understands the need to communicate effectively and efficiently at all levels of society and its various products are catering for the needs of the Pakistan corporate market. It offers services such as mobile office and the Virtual Private Network (VPN) which have revolutionized communication. International Coverage Ufone provides International Roaming facility with more than 150 international operators across 79 countries. Ufone has GPRS roaming agreements with several international operators and also provides prepaid roaming facility to selective destinations. Customer Service Ufone is proud to have an efficient and friendly customer service through 21 company-owned Sales & Customer Service Centers and nearly 250 franchisees across the country. The outlets are able to service the customers with innovative solutions, and are empowered with Web based franchise management systems. Ufone is poised to face the ever increasing challenges of the market and is confident it will attract new customers. It has the ability to retain its existing customer base with a high level of customer satisfaction via optimum network service and a 24 hour call center facility. Network Coverage Ufone has always believed in a solid commitment to growth, security and reliability. Therefore, Ufone has always balanced its expansion efforts and quality of service. With a total current investment of $400 Million, Ufone has network coverage in more than 260 cities and towns and across all major highways of the country. Ufone has been instrumental in the growth of the cellular market in Pakistan. It is a company committed to excellence. Under the new vision of Etisalat and with the support and collaboration of its employees and vendors, Ufone aspires to be the best in the market by offering customer focused products and a quality service and sales network.

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

20

Pakistan Telecommunication Company Limited

*Marketing Strategy Re-engineering product delivery process, Reducing mean time to the market, aggressively introduced customer facilitation centers with new and strong brand image

Marketing Process Design the Product & Process, Starting from Posts & Telegraph (1947) to telephone and telegraph under PTC in 1991. After privatization in 1995 PTCL launched Ufone mobile & Internet (Paknet) data service subsidiaries established. None of the brands made it to the top slots in the respective competitions. Ufone had increased its market share in the cellular sector. The PakNet brand has effectively dissolved over the period of time. Recent DSL services launched by PTCL reflect this by the introduction of a new brand name and operations of the service being directly supervised by PTCL instead of Paknet. After Take over 26% PTCL shares in 2006 many big changes were happened in PTCL at that moment such as VSS(Voluntary Separation Scheme for its employees), ERP (Enter resource planning) SAP based , restructuring , B & CC (Billing and Customer Care Software) etc. Another seemingly minor change was change of brand identity (logo) that will present with new face. Designing the new product & services,

• Broadband Pakistan, • Vfone (WLL, wireless local loop), • Phone n Net, • IPTV • DSL , • Skyline, • International IP services • Pakistan Package • Pakistan Plus • Basic Plus • Value Plus

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Tauqeer Ahmed (BEM/896)

21

Pakistan Telecommunication Company Limited

Target Market PTCL target their product and services to all over the country but especially they target to Business , industrial and in public commercial sectors. They also have a lot of attractive offers to home & personal area to target them to increase their business. Below is a list of their offers for both sectors such as , -Home & Personal -Business & Industrial Area

HOME & PERSONAL 1. 2. 3. 4. 5. 6.

Broadband Calling card Dial up Vfone Email & Fixed line International Call New packages a. Pakistan Plus b. Basic Plus c. Value Plus 7. PTCL 0900 8. Payphone 9. Phone n Net

BUSINESS & INDUSTRIAL SECTOR 1. Analogue Channels 2. Co-Location 3. DPLC (Domestic Private Leased Circuit) 4. DXX (Digital Cross Connect) 5. LIT Pair (Tariff for Local Loop (LIT Pair) Sharing to Provide DSL Services) 6. Skylink (Satellite Communication Service) 7. TV Transmission (For PTV) 8. Broadband DSL 9. IP / IPLC (IP Services) 10. Calling Cards 11. Fixed Line 12. ISDN – BRI (International IP Services) 13. Payphone 14. Radio Maritime 15. Satellite Phone 16. Value Add

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

22

Pakistan Telecommunication Company Limited

Analyzing Target Markets, Telecommunication indeed now a day for utmost every one either he spent their life in any such kind of standard so after analyzing all areas they slected two major area •

HOME & PERSONL

•

BUSINESS & TECHNOLOGY AREAS

After launching the WLL (Vfone ) and mobile service Ufone they cover all individual / personal categories. A lot of product and services provided to both sectors which will discuss in Target Market Part subsequently.

………………………………………………………………………………………………………………

Product Feature & Value and Prices 1- Broadband PTCL management pleased to announce the following tariff for broadband internet facilities for its valued customers, with effect from March 1st 2008. The existing package of 256Kbps will not be

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Tauqeer Ahmed (BEM/896)

23

Pakistan Telecommunication Company Limited

offered to new customers. Existing 256Kbps packages customers will be upgraded to 512Kbps package, 512Kbps to 1Mbps and customers of 1Mbps will be upgraded to 2Mbps. Experience the Internet at its fastest with high-speed access from Broadband Pakistan, simultaneously, enjoy Voice service over the same telephone line without any extra cabling connections! Broadband Pakistan offers DSL service with unmatched reliability, affordability and connectivity.

Features • Cost effective Always On Internet access • High speed data download • Unlimited download • Free Modem • Free Installation • Convenient ordering on phone and web • No upfront charges The service is currently available in Islamabad, Lahore, Rawalpindi, Karachi, Peshawar, Hyderabad, Quetta, Faisalabad, Multan, Gujranwala, Sialkot, Sheikupura and Hub. Coverage is being enhanced swiftly in other cities. With the option of subscribing to the speed of (512Kbps, 1024Kbps) and (2Mbps) packages, you can now choose one that best suits your surfing style. DSL-512Kbps Unlimited Rs. 1,199 / month Free Unlimited download Free Modem & Installation

DSL-1024Kbps Unlimited Rs. 1,999 / month Free Unlimited download Free Modem & Installation

DSL-2Mbps Unlimited Rs. 4,999 / month Free Unlimited download Free Modem & Installation.

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Tauqeer Ahmed (BEM/896)

24

Pakistan Telecommunication Company Limited

V fone (WLL, wireless local loop ) Prepaid Phone Vfone- Fixed Wireless Access Network Using CDMA2000 1X technology, we already have built-up capacity of 2.6M covering over 10,000 urban, suburban and rural villages. The network is already enabled for voice, dialup-internet access (115kbps) and EVDO Broadband (374Kbps+) services that will be launched in 4Q-2007. Set Charges – Fixed Wireless Terminal (FWT) FWT Rs. 2,000

Connection Free

Total Package Price Rs. 2,000

New Call Packages Vfone is proud to announce three exciting new packages offering you economy with convenience. Now enjoy absolutely FREE Vfone to Vfone Calls ( Local & Nationwide) on all new Packages and talk freely. Choose a package of your choice by simply dialing 1015 from your Vfone.

Vfone Bachat Line Rent Vfone to Vfone Vfone to PTCL (Local) Vfone to PTCL (NWD) Vfone to Mobile SMS Internet

Rs.4 (Daily Deduction) Free Rs.1.25/min Rs.2.25/min Rs.2.75/min Free Rs.6/hour

Vfone Kafayat Line Rent Vfone to Vfone Vfone to PTCL (Local) Vfone to PTCL (NWD) Vfone to Mobile SMS Internet

Rs.7 (Daily Deduction) Free Rs.0.99/min Rs.2.00/min Rs.2.50/min Free Rs.6/hour

Vfone Sahulat Line Rent Vfone to Vfone Vfone to PTCL (Local) Vfone to PTCL (NWD) Vfone to Mobile

Rs.10 (Daily Deduction) Free Rs.0.75/min Rs.1.50/min Rs.2.00/min

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Tauqeer Ahmed (BEM/896)

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Pakistan Telecommunication Company Limited

SMS Internet

Free Rs.6/hour

Note: All rates are exclusive of taxes Pre-Paid Scratch Cards Vfone Pre-paid cards are available at Vfone Sales & Service Centers, PTCL Customer Service Centers or PTCL exchanges and retail shops, in four denominations: Card Denominations Rs. 100 Rs. 300 Rs. 500 Rs. 1,000

Value Added Services CLI Identify your caller with the caller line identification free of cost. Name/Number shall be displayed on your V PTCL wireless phone screen Wireless Internet You can use your Vfone to connect to the internet and enjoy a world of information and entertainment at rate as low as Rs.6/per hour. SMS Enjoy the facility of absolutely Free SMS to any Vfone, PTCL Landline, Ufone, Telenor and Mobilink number. Call Waiting Customer during conversation can hear a beep indicating that another call is coming. The new incoming call can be attended by putting the present call on hold. Call Transfer A customer with this facility can transfer his/her calls to another predefined desired number. Calls can be transferred immediately, on Busy tone or on No Reply. Phone Book Save all your important numbers with ease. A phone book that keeps you in touch with your friends and family. Missed Call Alert Calls on No Reply are forwarded to Miss-call-notification-system, which sends a short message (Missed Call Alert) to the subscriber. Caller is informed through an announcement of No Reply and Short Message being sent to the subscriber.

PHONE N NET PTCL, Pakistan's largest IP network, now presents phone n net the most convenient landline internet solution that converts your phone into a basic internet connection. Features •

Available on all landlines.

•

Direct internet Access.

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Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

•

No scratch card needed.

•

Balance never finishes.

•

No Expiry or forced usage.

•

Don't have to pay up-front .

•

Flat rate of Rs. 0.10/min. (conditions apply).

•

Code barring to restrict internet access.

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IPTV (Internet Protocol Television)

Ever wondered what it would be like to receive adverts on TV only for the products that you are interested in buying? What if when you are watching the latest thriller on a movie channel or a live cricket match and you have to suddenly leave to attend to guests, you are still able to come back and see the action from exactly where you left? What if you can see the daily and monthly program list and times for your favorite TV channels with the press of a button? What if you are offered a multi channel TV service with state of the art digital DVD picture quality? Well you wont have to wonder for too long as all of these and many more features will soon be coming your way in shape of PTCL’s multi channel IPTV service! This means that you would now be able to receive many TV channels of digital picture quality, high speed broadband and voice telephony all over the same PTCL connection that comes into your house. This will provide you the convenience of receiving and paying one bill for all state of the art digital services. IPTV means a multi-channel Television service delivered via IP-based secure channels, representing a sharp increase in control of content distribution. It will enable you to enjoy unique features that you would not be able to enjoy over your traditional cable TV service. Some of these include: • Broadcast and specialty TV channels – Digital Broadcast TV

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Tauqeer Ahmed (BEM/896)

27

Pakistan Telecommunication Company Limited

– Pay-per-view (PPV) – Community TV – Video-on-demand (VoD) and subscription VoD • Personal Video Recorder (PVR) – The ability to record your favorite programs without the need of a video recorder • Time Shifted TV – The ability to be able to see a live program from where you left it • Directed advertising – The ability to receive specific adverts for products that you are interested in buying • Electronic Programming Guide (EPG) – The ability to see listing of programs times for any channel • And many more mouth watering features The combination of PTCL IPTV, Broadband and voice services (‘Triple play’) on one pipe will enable you to enjoy more convenience in shape of – Smart Home services (wireless networking, tele-metering, security system) – Gaming – Interactive services – SMS/voice integrated applications

Skyline PTCL Introduces “Skylink” Satellite communication Service for Operators and Corporate Customers. PTCL, the largest, integrated telecommunications service provider in Pakistan is pleased to announce the introduction of SKYLINK satellite communication services for Corporate customers and telecom operators for domestic and international communication applications. PTCL is the most experienced operator in the satellite communication domain and has extensive ground support, operations and implementation infrastructure to service a variety of satellite communication applications such as: Leased line services for domestic & international connectivity Cellular backhaul Enterprise applications including remote site connectivity Other satellite connectivity solutions tailored for telecom carriers and Corporate customers SkyLink services are based on advanced satellite technology providing dedicated point-to-point and point-to-multipoint connectivity between sites within the coverage footprint. SkyLink offers high-quality 64Kbps up to n x Mbps links between locations. Key features of PTCL SkyLink service are: Reach – SkyLink is available everywhere in the country due to strong footprint of our satellites of choice. On Ground Presence and Experience – PTCL’s field operations, network monitoring, and management systems are present on ground, in close proximity to the remote locations. Rapid Deployment – SkyLink can be deployed quickly on geographically dispersed sites. Uniform Quality of Service – All sites within PTCL SkyLink network provide the same consistent quality of service, regardless of their geographical location. Cost Effective – Highly competitive rates.Flexibility- The size of SkyLink network can be readily expanded depending on business operation needs, with end-to-end control from a central hub.

International IP Services, Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

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Pakistan Telecommunication Company Limited

IP services for voice and data form an integral component of PTCL’s service portfolio for carriers and service providers throughout the country. With capacity acquired on SMW-3 and SMW-4 submarine cables and strategic partnership with FLAG, PTCL is the largest IP services carrier in Pakistan with extensive international peering capacity. PTCL has made significant network investments to achieve top-class network reliability, availability and performance to help keep carrier networks running smoothly. PTCL is connected to the global IP backbone through tier-1 carriers who are able to provide an extensive IP backbone infrastructure ideally suited to deliver reliability, performance and security for carrier grade applications. In addition to Internet applications, PTCL provides secure and reliable VoIP solutions catering to the requirements of LDI and other operators in the marketplace.

Pakistan Plus Pakistan Plus offers 2,500 minutes of nationwide calls for a fixed package charge of Rs. 199. The package also includes free voicemail and call waiting. Moreover, for convenience to customers, all subscribers who were on Pakistan Package as of 31st March 2008 have been shifted to Pakistan Plus with effect from 1st April 2008 Line rent (excl. taxes) Rs. 174 Package charge Rs. 199 Local – Peak (8 am to 9 pm) Rs. 2.00/2 mins Local – Off Peak (9 pm to 8 am) Rs. 2.00/4 mins NWD call Free (upto 2500 minutes) additional minutes would be charged at Rs. 2.00 / min Mobile Rs. 2.50/min Free Services Voice mail Call waiting

Basic Plus Basic Plus is designed to meet the needs of the low usage segment and includes basic services along with voicemail and call waiting. All customers who were not on Pakistan Package as of 31st March 2008 have been shifted to Basic Plus with effect from 1st April 2008 Line rent (excl. taxes) Rs. 174 Package charge NIL Local – Peak (8 am to 9 pm) Rs. 2.00/2 mins Local – Off Peak (9 pm to 8 am) Rs. 2.00/4 mins NWD call Rs. 2.00/min Mobile Rs. 2.50/min Free Services Voice mail Call waiting

Value Plus Value Plus is designed for the internet savvy and offers 1,200 internet minutes in addition to 25 nationwide calling minutes per month for a fixed package charge of Rs. 75. The package also includes free voicemail and call waiting Line rent (excl. taxes) Package charge Local – Peak (8 am to 9 pm) Local – Off Peak (9 pm to 8 am)

Institute of Business & Technology (BIZTEK)

Rs. 174 Rs. 75 Rs. 2.00/2 mins Rs. 2.00/4 mins Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

NWD call Mobile Free Minutes / Services

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Rs. 2.00/min Rs. 2.50/min 1200 Phone n Net minutes 25 nationwide minutes Voice mail Call waiting

Advertising Pakistan Telecommunication Company Limited lunched a couple of packages and services and they advertise these stuff mostly by printed media Such as broachers, newspaper, magazine etc. and also they used digital / electronic media such as internet popup, website and Television Channels especially Pakistan Tele Vision. We will see a bundle of Ad’s over here for their time to time advertisement of product and services which would be upcoming and value add offers,

PHONE N NET

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Tauqeer Ahmed (BEM/896)

30

Pakistan Telecommunication Company Limited

Beautiful Logo Appeared in March 2006 after Privatization to sold out 26% share to Dubai based company Etisalat.And they changed their website to designed as per Etisalat’s Site.

They offer to UPDATE your all billing related with PTCL via Phone call.

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Tauqeer Ahmed (BEM/896)

31

Pakistan Telecommunication Company Limited

They offer to search tele phone info via Directory.

A family Ad to connect with everyone at every time via PTCL land line or WLL (Vfone).

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

32

Pakistan Telecommunication Company Limited

Regarding PTCL Broadband DSL connection offer and service and extremely good service to 256kb/minut with 30 to 40 GB per month.

Toll Free Service 0800 to grow your business and costumers.

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

33

In This Ad’s they show their all Product and Services and very beautiful Ad.

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Tauqeer Ahmed (BEM/896)

34

Pakistan Telecommunication Company Limited

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

Institute of Business & Technology (BIZTEK)

35

Tauqeer Ahmed (BEM/896)

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Pakistan Telecommunication Company Limited

New offers for PTCL calling cards form Price Rs. 50 to 1000 with many facilities such as balance transfer and low rates etc.

Pay less Talk more new offers PTCL Vfone, 03 new packages "Bachat, Sahulat, Kafayat"

Institute of Business & Technology (BIZTEK)

Tauqeer Ahmed (BEM/896)

37

Pakistan Telecommunication Company Limited

PRODUCT & SERVICES, A lot of their product and services which some of them we already discussed preceding pages but rather then above we'll discuss below in little bit details,

Vfone (WLL, wireless local loop ) Using CDMA2000 1X technology, we already have built-up capacity of 2.6M covering over 10,000 urban, suburban and rural villages. The network is already enabled for voice, dialup-internet access (115kbps) and EVDO Broadband (374Kbps+) services that will be launched in 4Q-2007 Broadband (DSL) & Dial up PTCL management pleased to announce the following tariff for broadband internet facilities for its valued customers, with effect from March 1st 2008. The existing package of 256Kbps will not be offered to new customers. Existing 256Kbps packages customers will be upgraded to 512Kbps package, 512Kbps to 1Mbps and customers of 1Mbps will be upgraded to 2Mbps. Experience the Internet at its fastest with high-speed access from Broadband Pakistan, simultaneously, enjoy Voice service over the same telephone line without any extra cabling connections! Broadband Pakistan offers DSL service with unmatched reliability, affordability and connectivity.

Fixed Line The PTCL phone line is the first choice for businesses for local, nationwide and international calling. Now businesses can have upto 10-100 lines with modern day services to meet their business needs. The PTCL business phone line now gives you convenient features and options like Caller-ID, Call Forwarding, Call Waiting, Conference Calling, Call Barring and Do not Disturb to just name a few. You can now meet you business needs through a host of value added services. PTCL offers business users facilities like ‘one-stop’ shop for all their telecommunication needs ranging from voice, data, and internet, audio & video conferencing to one bill for nationwide services. Talk to your PTCL account manager and you’re your communication requirements in one package.

Calling Cards Card Denominations Calling cards are available at Sales & Service Centers, PTCL Customer Service Centers and retail shops, in following denominations: RS. 50 Rs. 100 Rs. 250 Rs. 300 Rs. 500 Rs. 1000 Rs. 2000 Domestic Call Rates Nation Wide Long Distance Calls (NWD Calls) Rates (Rs/min) Excluding GST Rs.2.00 Calls terminating on Local Mobile Rs.2.50

PTCL Voice Messaging Service (VMS) PTCL is pleased to bring you Voice Mail Service that works all of the time - even when the power is out and your answer machine stops. Your voice mailbox can be accessed 24 hour a day, 7 days a week. You never miss important call again! Now you can have messages taken when you're away from home.

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Tauqeer Ahmed (BEM/896)

Pakistan Telecommunication Company Limited

38

When you do not pick/answer your phone, then, after pre-selected number of rings, the call is automatically directed to your mailbox. Therefore, you are not disturbed even if you are at home but busy in social engagements. Messages can be left for you or picked up by you anytime, 24 hours a day, 7 days a week. Therefore, now you have the freedom to retrieve your messages when you would like to do so. Your mailbox is maintained on PTCL’s network by PTCL – free to charge to you. Because it is maintained by PTCL, you do not have to worry about maintenance issues that people face if they use an answering machine at home. Therefore, your callers can leave message even if there was a thunderstorm and your electric and phones were out. In addition to leaving voice messages for others and listening to messages left for you by others, PTCL ‘s VMS allows you to record your messages and have those delivered automatically on some future date. For example, you can record a birthday greeting or a wedding anniversary greeting and have that delivered to your loved one on the date and time of your choosing. The message will be delivered even if you were traveling or away from home and your cellular signal did not work which happens so frequently.

Wavelength Services PTCL is providing numerous configurations and variants of transmission services to address a variety of customer requirements. It has recently introduced an innovative Wavelength Service which provides a flexible and scalable high capacity transport solution with the benefits of competitive costs, improved speed to market, and enhanced network control. PTCL’s Wavelength Service LightWAVE® provides upto 10 Gbps capacity per wavelength which can be used in bandwidth hungry telecom applications. LightWAVE® Service addresses the long-haul transmission requirement of major telecom operators through PTCL’s strategically located Points of Presence (POPs) along its optical fiber ring network. PTCL Wavelength Service LightWAVE® allows customers to lease individual wavelengths as a secure, private resource as an alternative to capital and resource intensive dark fiber network

International Call Centers Establishing an International Call Centre is easy. Access to such a set up is facilitated by a 0800 TollFree Service, wherein overseas customers' calls are routed to Pakistan or overseas destinations through VoIP technology where trained agents are ready to respond to the queries of the customers. This service however involves certain human resource requisites like communication skills and customer handling to be arranged by the subscribers. Prospective Beneficiaries The main services that can operate International Call Centres include airline booking/confirmation, help line, banking, hotels, reservations, medical prescription entries, insurance claims and data entries etc.

080080800 New Phone Connection Your New Telephone Connection Now Just a Call Away

Simply dial 080080800 and place your order for a PTCL Connection. No need to go anywhere. Get your PTCL Connection sitting at home or Office.

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Tauqeer Ahmed (BEM/896)

39

Pakistan Telecommunication Company Limited

No Upfront Payment No need to pay anything upfront. Installation charges will be billed in the first monthly bill. Installation Charges 1. Urban Rs. 750 2. Rural Rs. 500 Pricing Packages There are three Pricing Packages offered on new PTCL Connections. 1. Basic Plus 2. Value Plus (Rs. 120 worth Phone N Net minutes and Rs. 50 worth NWD minutes free for Rs. 75 per month) 3. Pakistan Plus (Rs. 5000 worth NWD minutes free for Rs. 199 per month) Lucky Draw Scheme:

Customers can also win exciting prizes by applying for new PTCL Connections. i. All the customers who get a new PTCL connection after the launch of this NTC campaign will become part of a lucky draw after the successful payment of their first bill. ii. The lucky draw will be held at the end of each billing period. iii. 1 Car (Mehran) and 50 desktop computers (with free Broadband for one year) will be given to the winners in the lucky draw. iv. All winners will be announced in the Newspapers. v. Lucky draw for first 3 months only.

1200 Billing Information Simply Dial 1200 for Instant Billing Information

Valued subscribers can simply dial '1200' from their home or office to access instant billing information of the required PTCL service. 1200 is a dedicated service to exclusively provide billing information.

PTCL Online Phone Directory PTCL Subscriber Information Top of Form Enter Name: Enter Address: Submit

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Tauqeer Ahmed (BEM/896)

40

Pakistan Telecommunication Company Limited

Bill Payment Options Bill Payment Card

Keeping the tradition of providing convenience to its customer at their doorstep, PTCL offers another valuable prepaid card - "PTCL Bill Payment Card" - Through this card you can pay your telephone bill through your PTCL fixed line round the clock round the month, while staying at home. It also has a Card Binding feature allowing you to pay multiple times. PTCL Bill Payment Card is: 1 - Convenient 2 - Hassle Free 3 - Eliminates Commuting Cost 4 - No Extra Charges PTCL Bill Payment Card is available in denominations of Rs.300, Rs.500 and Rs.1000 at a shop near you. Cash Payment Options BANKS PTCL valued customers can pay their bills through out the country at the following banks in their respective areas: 1. ABN AMRO Bank 2. Allied Bank of Pakistan 3. Askari Commercial Bank 4. Bank Alfalah 5. Bank of Punjab 6. Bolan Bank 7. Citi Bank 8. First Women Bank 9. Habib Bank Limited 10. Industrial Development Bank of Pakistan 11. KASB 12. MCB 13. National Bank of Pakistan 14. Punjab Provincial Cooperative Bank 15. Standard Chartered Bank / Union Bank 16. United Bank Limited 17. NIB Bank PAKISTAN POST OFFICES (PPO) PPO has provided this facility through their more than 3,000 branches across the country.

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41

Pakistan Telecommunication Company Limited

ELECTRONIC BILL PAYMENT PTCL is actively engaged in bringing more convenience to its customers. For this purpose, it has made arrangements with the leading banks of the country to allow its customers to pay their PTCL bills through the electronic modes stated below: a. MCB Bank Limited i. MCB ATMs ii. MCB Call Centre (111-000-622) iv. Internet Banking b. ASKARI COMMERCIAL BANK i. Prepaid card ii. ATM card iii. Internet Banking

Service Changes Shifting of Phone Customers can shift their telephones if they want to change their current premises /offices etc. How to Apply? Customers can apply for the shifting of telephone to the concerned Divisional Engineer Phones / SDO Phones / Customer Service Centre. Tariff The charges for shifting of telephone are Rs. 500 (excluding 15% GST) irrespective of whether the telephone connection is shifted in the jurisdiction of the same exchange or to another exchange area within the same multi exchange area. Change of Telephone Number Customers can change their telephone numbers if they need to. How to Apply? Customers can apply for the change of telephone number to the concerned Divisional Engineer Phones / SDO Phones/Customer Service Center. Tariff PTCL charges for change of telephone number is Rs. 500 (excluding 15% GST). However a customer can get his telephone number changed subject to availability of spare number in the exchange and on clearance of dues against old number. Transfer of Ownership Customers can change the name/ ownership of their telephone numbers if they need so. How to Apply? Customers can apply for the change of ownership to the concerned Divisional Engineer Phones / SDO Phones/Customer Service Centre Tariff Currently PTCL charges Rs. 500 (excluding 15% GST) for change of name/ownership. However PTCL will not charge customer for this service after 18-08-04. Restoration of Telephone Restoration Of Telephone Closed Due To Non-Payment Of Bill

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Pakistan Telecommunication Company Limited

Customers can get telephone restored within 59 days after clearing all outstanding dues. The outstanding dues to be cleared by the customer for restoration of telephone include the following: All outstanding amounts against his telephone including surcharge. Line rent for two months following the month of default. Restoration After 59 Days If telephone connection is restored after 59 days, the following conditions will apply: Telephone connection will be restored subject to technical feasibility. Customer has to pay the following charges for the restoration of service: All PTCL charges outstanding against his previous telephone connection. Connection restoration charges of Rs. 500 + 15% GST.

National Dialing Codes, Approximately 100 city's dialing codes are available on online PTCL website.

International Dialing Codes Approximately 247 Country's dialing codes are available on online PTCL website.

Value Add Services Toll Free.0800 The benefits of Toll-Free numbers to businesses are widely understood. For example, in the USA the biggest economy in the world, over 90% of businesses have a toll-free number. Some of the benefits of toll-free 0800 number to your business include following. Benefits of Toll-free 0800 • A 0800 number encourages your customers to call you NOW, rather than "think about it" later. • A 0800 number encourages potential buyers to call YOU, not your competitors. Hence giving your business an edge over competitors who do not have such a facility. • A 0800 number means that you can compete with big national names, for little extra cost. • A 0800 number expands your geographic accessibility. Customers out of your area are no longer deterred by having to call long distance. It gives your business a national and international (with international 0800) market presence. • A 0800 number can cut your advertising costs, since less space is needed to encourage the customer to call. • A 0800 number enhances your image with customers and the market and pushes you forward as a "customer friendly" business. • A 0800 number attracts more enquiries. • A 0800 number encourages customers to place sales orders by toll-free phone or toll-free fax. • Your 0800 number is location independent, so you can be based anywhere and have a business with national and even international customer accessibility.

VPN Services VPN service provides a logical private network for a company by using the PSTN resources. The service allows a private enterprise to have a private network using public network resources, without requiring the installation of dedicated network resources.

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Pakistan Telecommunication Company Limited

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Benefits Flexible outgoing call management: With the VPN service, one can flexibly control the outgoing call authority of phones by setting the closed group. Meanwhile, one can set the authority of making local, domestic and international toll calls to each phone.

Premium Services (0900) PTCL has announced a new entertaining and exciting service which offers useful information and fun. Premium services 0900 A service that enables a telephone user to access a computer set-up established by a service provider for obtaining information of sorts including recorded entertainment programs at tariffs depending upon the type of information obtained. According to needs of customer’s business PTCL offers Standard Service and Advanced Service for accessing the service providers with features that are helpful to the customers in customizing their service according to their needs. 1. Standard Service Single answering point i.e., you can subscribe 0900 at a single location. This service can also be utilized by using PRIs. 2. Advanced Service This service is designed for multi location offices in different cities. Service Features: Day/time Dependent Routing Customer calls can be routed to different locations or offices according to needs of the customers with respect to day and time. Origin Dependent Routing Calls from customers can be routed according to the origin of the call to a nearest receiving point of the corporate customer. Call Distribution Calls can be routed to different offices according to customer’s needs like 60% of calls to route to one location and 40% to other location or any other combination specified by the customer. Call Forwarding This feature allows rerouting to an alternative destination when the called party is busy or does not reply within the given time period.

UAN (Universal Access Number) UAN (Universal Access Number) service is ideal for organizations engaged in marketing of products or services.

How it Works?‫‏‬ UAN consists of 6 digits, preceded by 3 digit code of 111, common to all UANs. Example 111 - 20 20 20 UAN operates on Existing telephone connection without disturbing normal phone number. UAN never changes. If you move your office or your normal telephone number is changed, your UAN will remain unchanged. UAN works both in multiline PABX and multi phone connections. The incoming call hunts for a free junction or free phone connecting instantly. UAN service can also be used for facsimile. UAN can be accessed from other cities by dialling the area code first. Example: (021) 111-20 20 20. Why Use the UAN?

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Pakistan Telecommunication Company Limited

UAN makes it easier for customers to contact you by dialling a simple number. A quick and easy access to make queries and complaints increases customer satisfaction. Consumers are increasingly aware of the benefits of doing business by phone because it is time saving and both convenient and cost saving. UAN of Your Choice You will get the UAN of your choice. You may choose any combination of 6 digits from 0 to 9. Choose a simple memorable number. Example 007 007 or 13 13 13 or simply 900000. PTCL allots the UAN on a first come first served basis.

UIN (Univarsal Internet Number) 131 numbering scheme for Internet Service Providers, represents exclusive code assigned to each ISP. Functioning just like UAN-0800 toll-free service, UIN involves allocation of numbers to individual ISPs who are licensed by PTA.This service functions under a single-metering billing system with the promise of rich dividends in terms of customer care. The benefit of the service of course, goes to the end-users, who happen to be any ISP customers. Once subscribed, the service means your customers pay for a single call irrespective of its duration. Number Allocation A minimum of two numbers is allocated to each ISP. E-1 level standby numbering is also available if lines from two different exchanges or PSTN connectivity is required. How to Apply Prescribed UIN service order forms are available at Corporate Customer Centres. Please fill up the UIN service form and submit it to the office of Manager Corporate Customer Centre along with pay order/bank draft covering installation fee and subscription charges in favour of Pakistan Telecommunication Company Limited.

Marketing Campaigns Print Media Print Media we already discussed in Advertising section, here is some images for just references,

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Electronic Media, TV Ad's, A lot of collection of TV ads for PTCL which were appeared in time to time at PTV & Different local TV Channels, Here is some Video images to show us the ads which was display on different channels in the past,

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Pakistan Telecommunication Company Limited

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Web site WWW.PTCL.COM.PK

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Pakistan Telecommunication Company Limited

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Competitors of PTCL Wateen Wateen Telecom is the Abu Dhabi Group's latest venture in Pakistan. After the successful launch of Warid Telecom in Pakistan, which has a subscriber base of over 10 million customers in 145 cities, Wateen Telecom has been set up to become the leading "Carrier's Carrier" providing services based on quality, reliability and affordability in the communication and media sector. Wateen is committed to bring Next Generation services to your doorstep... today.

Callmate TELIPS Callmate TELIPS Telecom Ltd. is a public limited company listed at the Karachi Stock Exchange and is the pioneer in the Payphones and Prepaid Calling Card industries in Pakistan . CT Telecom was formed subsequent to the merger between CallTel (Private) Limited and Telefon International Project Services (Private) Limited (TELIPS) on 11 th November 2003. TELIPS was established on November 21, 1991 in Karachi to install and operate Card Payphones under the license agreement with the Government of Pakistan. TELIPS is the pioneer of the card payphones sector in Pakistan , with 13 years of operations in the industry. CallTel (Pvt.) Ltd. was formed in 1999 with an aim of providing Pre-Paid Calling Card Facilities. Its own extensive distribution network consisting of staff strength of more than 600, spreads across 31 branch set ups in Pakistan . Callmate Calling Card is the market leader among all private calling card operators. In the recent de-regulation of the Telecom Industry, CT Telecom became the first Long Distance and International (LDI) Operator in Pakistan 's history, enabling it to terminate and originate traffic for long distance with the new cost effective LDI platform. The formal award of the license took place on 12 th of July 2004, when the Company was issued the first ever LDI License, thus bringing an end to the telecom monopoly in Pakistan.

Worldcall Worldcall Telecommunications Group began life in 1995 when First Capital Securities Corporation Ltd started incubating Worldcall Payphones, now Worldcall Telecom Limited. The next few years were spent in expanding payphone network across Pakistan, creating new businesses and drawing investor attention to the value of Worldcall as the number 1 alternative national telecoms operator post deregulation. And now, the Worldcall Group is one of the largest private telecom operators in the country with the most extensive and diversified telecom businesses including Wireless Local Loop (WLL) through CDMA 2000 1X technology in over 40 cities, nationwide presence of long distance & international (LDI) network with 44 POPs, over 70,000 payphones, largest broadband HFC networks in Pakistan providing triple play (CATV, broadband internet, telephony), the pioneer prepaid calling card "Hello" and rights to dark fibers in a national long haul network being built across Pakistan.

NTC NTC National Tele communication The new era of telecommunication in Pakistan has brought several challenges with it, despite of the advantages it has made visible for the consumers. The most important being the challenge to keep intact the security requirements of the GoP (Government of Pakistan) and to protect the new players in this field from the conventional practices of the incumbent operators to protect their market share. To overcome these challenges GoP established National Telecommunication Corporation (NTC) in January

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Pakistan Telecommunication Company Limited

1996 under the Telecom Reorganization Act 1996. The main objective was to have an infrastructure independent of all other operators that can be used for the purpose of government communication and as an alternative support for the operators entering the market.

CIRCLE NET Pakfon (Circlenet Communication Pakistan (Pvt) Ltd., is a Next Generation Network Voice Services Carrier specializing in design, deployment, and services of Voice & Data based solutions. Pakfon offers a complete suite of voice and data solutions, for corporations, small businesses, telecommunication service providers and consumers. Founded in 1998, Pakfon is a leading provider of Empowered Communications solutions that range from Wholesale Broadband Packet Telephony Services to unified Communications and Prepaid Services. The Pakfon technology team has experience and expertise in the architecture and management of scalable services including Broadband Packet Telephony Services, Digital broadband Delivery systems for VOD applications, Enhanced Call Routing and Messaging Services.

Dvcom LDI dvcom is Pakistan’s upcoming premier licensed LDI (Long Distance & International) and Limited Mobility telecom operator, aiming to play a key role in improving the telecom infrastructure & contributing to an explosive increase in country’s tele-density. We are committed to taking voice & data services to newer heights in our country. Licence to Connect In addition to the LDI license, we have acquired a mix of 450MHz and 1900 MHz frequencies - all over Pakistan - enabling us to offer local loop services over a wireless infrastructure. In pursuance of our prudently ambitious targets, we have already launched our long distance service while the limited mobility services shall commence by the 3rd quarter of 2006. Connectivity is power, we believe, and are committed to empowering every household and business in the country by getting them connected.

REDtone To be an internationally recognized telecommunications service provider; delivering the benefits of innovative and affordable communications products and services. Incorporation of REDtone Telecommunications Pakistan (Pvt.) Ltd. As the prospects of telecommunication growth and development were bright in Pakistan, on 6th May 2004 REDtone Telecommunications Pakistan Private Limited (RTPL) a wholly owned subsidiary of REDtone Technology Sdn. Berhad Malaysia was incorporated in Pakistan. RTPL was incorporated for the purpose of operating the Long Distance International Telecommunication Service for the provision of end to end communication between points that are located in Pakistan and with points that are located outside of Pakistan. Pakistan Telecommunication Authority in August 2004 awarded 20 years full service LDI license to RTPL who was required to develop minimum 14 point of presence across Pakistan that allows it to offer voice telephone services as well as data and information technology services. Prime Minister of Malaysia the Honourable Dato' Seri Abdullah Ahmad Badawi and Prime Minister of Pakistan his Excellence Shaukat Aziz together launched REDtone Pakistan’s operations in a impressive ceremony held at Serena Hotel Islamabad on 16th February 2005.

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Pakistan Telecommunication Company Limited

Burraq Combo Burraq Telecom Limited, founded in 2004 is an established operator licensed to offer a full range of telecommunications services across Pakistan, including long distance international and wireless local loop. The company also has associated spectrum at different frequencies. Burraq has recently completed a limited rollout of its Broadband Wireless Access (BWA) network in all of Pakistan’s 14 regions. The Qtel/ATCO investment in Burraq is a part of the joint venture’s strategy to jointly develop and operate BWA services, including WiMAX and other complementary services, in markets in the Middle East, Asia, and North Africa. Qtel owns a 51% stake in the joint venture. In May 2007, Qatar Telecom (Qtel) acquired Burraq Telecom as its strategic business unit. Qatar Telecom is the exclusive telecommunications provider in the Middle East. Its principal activities include local and international fixed telephone, mobile, Internet, data and cable television services.

Tele card IDT Telecom, Inc., Union Telecard Alliance, LLC and Epana Networks, Inc. Competitor

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Pakistan Telecommunication Company Limited

Conclusion Pakistan Tele Communication company Limited is a master company in telecommunication company industry of PAKISTAN. It has been proved as per above data that their maximum business in land line and DSL connection and both facilities are using in all business and industrial areas especially in all Government sectors to all over the country. If we see in the past when violation situation has cause in all over the country when blocked all mobile systems / connection but land line especially PTCL was working properly. So I agreed to some painful issue are appeared and they loosing their marketing value in public but they still improving their strategy plan and Etisalat has playing a wonder full roll for improving their sale and profitability. Suggestion As per current scenario to tuff competition in telecommunication due to a bundle of private companies has been launched especially in mobile sectors & word call also captured the public demand in Internet and wireless connections so it should be improve their service and product value. The customer satisfaction is most important thing in any organization and it’s a plus point for PTCL that they have a lot of customers but loosing their satisfaction & reliability day by day due to their poor customer satisfaction service. They should be preplan their strategic planning and their whole infrastructure and consider upon consumers because the customer is a big asset for any company especially in communication industry because all communication company almost based upon service rather then productivity. I would like to request you that please share your wonder full experience for improve this report / presentation and suggest me if any,

**Thank you to all of you………

HAVE A NICE DAY….

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☺ Tauqeer Ahmed (BEM/896)