PAKISTAN TELECOM INDUSTRY, COMPETITIVE ANALYSIS, FUTURE GROWTH AND STRATEGIE

Abstract

The competition among cellular service providers of Pakistan is increasing. All cellular service providers are using different strategies in order to compete with each other. Mobilink GSM started is operations in Pakistan in the year 1994. It’s an Egyptian based company. PTML (Pakistan Telecom Mobile Company), a 100% owned subsidiary of PTCL was established to operate cellular GSM services. The company commenced its operations, under the brand name of Ufone, from Islamabad on January 29, 2001. Telenor is a Norwegian company which was launched in Pakistan in the year 2005. The newest cellular service provider of Pakistan, Warid Telecom launched its GSM/GPRS service covering 28 major cities. Both exploratory and descriptive study has been under taken to better describe the nature of the problem. A survey has been conducted from the customers of Mobilink, Ufone, Telenor and Warid and structured interviews has been conducted from the Marketing personnel’s and IT Executive of these companies. Mobilink is targeting on customer satisfaction and on increase market share. Its competitive advantage is quality. Greater part of its revenue comes from prepaid service. The company provides various value added services to its customers. Their 50% pricing techniques based on Cost. Mobilink uses various mediums for its promotional activities and the level of these activities is aggressive. Ufone, a strong focus will be on maintaining high quality of service, which is always a benchmark of Ufone. Its competitive advantage is quality of service as well as price. Huge part of its revenue comes from prepaid service. The company provides value added services to its customers and they uses all three techniques based on cost, competition, and customer monthly income. Ufone uses advertising and publicity tools more then sales promotion and personal selling. Uses various mediums for its promotional activities and the level of these activities are aggressive. Telenor’s targeting on all three factors: increase market share, customer satisfaction and promotional wars. Its competitive advantage is low price. Greater part of its revenue comes from prepaid service. It is also providing various value added services to the users and satisfying them as per their needs. Telenor’s highly focusing on fulfilled their customers requirements by giving them low price packages. Also uses various mediums for its promotional activities and the level of these activities are also aggressive. Warid is focusing on customer satisfaction. Its competitive advantage is quality of services. Generating good revenue from prepaid package also. The company provides value added services to its customers and their price techniques based on competition, and customer monthly income. Warid also uses many mediums for promotional activities. Warid don’t use billboards for its promotion. Mobilink has the greatest market share and because of this the respondents of this study are mostly Mobilink users. Some Mobilink users want to switch their service to another service because they said that Mobilink’s service is decreasing day by day. Ufone customers are satisfied with its services and want to add more value added service and new packages. Telenor users are happy they have no problem with it only some have difficulties in service. Warid users are also satisfied. Mostly customers think that Telenor’s promotional activities are most attractive then other cellular service providers.