State of Telecom Industry in Pakistan

The days gone by when PDA’s (read Win Mo Mobile phones) were only meant for geeks & Techies, since than PDA’s have come to an age of unattractive looking communication devices to a fashion/ professional accessory. As the data consumption by local consumer is increasing (following the footsteps of their global counterparts) along with all kind of new data services being introduced by Telco’s. This scenario has now led to a sudden surge in demand for handheld devices to fulfill customer’s both (professional & style) requirement in a single mobile device.

Currently the local smart phone market entails 3 major players (OS/ platform plus devices). The Nokia smart phones (primarily its e-series with Symbian OS), RIM with its BlackBerry devices/ services & the Microsoft Windows Mobile enable devices (aka PDA’s) approx 80% of which manufactured by High Tech Corporation - HTC).

Why Windows Mobile?

For Individual Consumers:

1.     Great potential in business phone category with thousands of professionals are looking for the solution of their  professional requirements,

2.     Growing acceptance of Windows mobile as the foremost OS in business category,

3.     Plenty of choices (in the shape of different device manufactures) available in Windows Mobile, with different design choices (from a sleek stylish looking device to a professional looking full auto sliding keyboard built device) 

4.     A sudden surge in young executives segment in Pakistan, who want to fulfill both of their professional & style requirement through a single mobile device.

5.     Win MO offers loads of customization for each individual needs, cyber world is abundant with apps from Games to Touch navigation (finger swapping navigation) soft wares.

For Corporate:

1.     Growing trust on Windows Mobile by IT/IS departments of leading organizations.

2.     Windows Mobile offers High security & control  for organizations unmatched by other hand-held  devices,

3.     Data facilities from cellular operators are improving, which is now encouraging corporate organizations to modernize their business processes through utilizing these facilities.

4.     Advance level of connectivity now required by companies from their employees,

5.     Growing trend of Office automation through Hand held devices,

6.     MNC’s are being instructed by their foreign offices to switch onto Windows Mobile.

How to Promote Windows Mobile?

1.     Awareness: (through targeted, coherent & interactive communication)

2.     Reach: (through communication & sales channel)

3.     Experience: (connect Windows Mobile attributes with consumers hence enhancing brand image & build customer relationship)

4.     Value Proposition: (provide the rationale (tangible and intangible benefits) for making consumers choose Win Mo products over competition)

Communication Activities to Focus:

1.     ATL: ATL will help in awareness & hype of Win Mo devices. In addition, these media also give strength to Windows Mobile brand (esp. TV & Print in Pakistan)

2.     OOH: (Billboards only)

3.     BTL: BTL needs to be more aggressive through road shows & high-end in-store branding,

4.     Trade Marketing: Sales promotion, premiums, Win Mo device demonstration at select potential Malls & outlets,

5.     Corporate Marketing: Training workshop, Corporate giveaways, PR events, Win Mo enable units for corporate demonstration.

Conclusion:

1.     Windows Mobile has the required product portfolio & potential to make it big in Pakistan,

2.     If Windows Mobile or Win Mo devices adopt targeted & focused approach towards 2 most vital segments than the objective of higher number of Win Mo user in Pakistan can easily be achieved,

3.     The value of each segment (Individual & Corporate) is very important in taking Windows Mobile devices towards leadership position in high-end category,

4.     The upcoming products including HTC Diamond, Samsung Omnia, HTC Touch Pro & Sony Ericsson Xperia X-1have the potential to achieve greater success for Windows mobile in Pakistan.