Quiz – Which Company Is This?
This chart depicts an interesting case study in the history of telecommunication business in Pakistan. There is a gradual increase, peak, decline and the curve is relatively flat towards the end. Can you figure out what numbers are represented in this graph? and which telecom/mobile company are we talking about?
I will update the post with the answer tomorrow. Updated: Here’s the answer.
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The Mobilink postpaid certainly is on the market nerve. However if you look at it from close the same is threating for a cellular company operating in Pakistani market and the whole corporate image is based around the postpaid connection where its a prepaid market.
The strategy makers obviously did not relaize the hit it is going to get from this move when other players come into market and prepaid wars start. If the Mobilink’s Corporate Image was based around prepaid – then at this very moment Mobilink Prepaid would have been enjoying what Indigo is enjoying becasue the marketing for Prepaid would have been happening from 2 branding forces – 1. Prepaid Marketing 2. Corporate Marketing where as right now Indigo is into that push; which is clearly of no use where this focus and dual energy should drop on Jazz.
The Question is:
Shoud Mobilink rebrand and map it’s Corporate Image to Prepaid? If they want to live in this Market and grow aggresively: Yes, they should. It will atleast double what they are selling now.
Mobilink internally should ‘Analyze This’ if it works through a mock branding excercise and ‘Analyze That’ if the impact of dual braning energy would result in good sales.
Thanks
I worked in Mobilink for many years. I know how Mobilink gone up in 2000-01 and how it fell down. Its all about Management policy and its outcome. People still love Mobilink, specially Post Paid Customers. No other company is reaching to the level of Indigo (previously Star).
Regards,
Sir, Its only and only bad player “MOBILINK”.
Shoaib I agree and apologize to you adn the rest if felt or taken that way. However I was not making any fun and seriously showing one of the many options they can do for survival and we all know this works :) I’m not a local and care least which company is growing to top or slacking nehind! and it’s BeeEmm not TeeEmm.
I apologize to be off-topic, but I feel sorry for BeeEmm, the way he/she has made a joke out of prayers’ practice.
There are certain things we should not be sarcastic about.
ZONG
My first connection was of Insta and then when djuice launched I was 24 or 25 years old and even I was interested in going for djuice looking at their advertising. I still remember their stall in front of United Bakers selling cool SIM plastic packets sealing sales. That was a good strategy to come to Level 0 and sell after banging the advertising in the Level 1 and 2 media. I believe Mobilink should do the same – launch a campaign and sell through Level 0 POS. The passerby sales is good and the better part is word of mouth which spreads like virus in all segments. Much more effective then L1 and L2 campaigning. Get those brand managers, marketing managers, executives out in the market to sell sims. Start at selected places like the one suggested above UB Super Market cut and similary in Karachi and Lahore and for other cities sales can take over.
Microsoft well I don’t how much that reading will do good…but one desi advice that Sales should have bi-reporting to Marketing. A Retail Manager should also report to the Brand Manager for certain KPIs. Until Brand Manager is authorized a full control from Strategy to Sales there in no chance for improvement. Mobilink needs to bring in creativity in Sales right now and that can be only possible if Sales become sub part of Marketing. If you are planning to ignore this post than I agree with TeeEmm that you might as well start praying and looking for other options. I hope Rashid Khan is presented with this PR piece. When we say that Mobilink needs to bring in drastic changes so this The Drastic change that Mobilink needs to do, otherwise why is it called a ‘drastic’ change.
Just kidding. ;) Their is no curse. But seriously for Mobilink praying is the only option left! So start! This happen in every business but closely examine how companies like Microsoft survive and why new players fail to make a path in the market even though they invest and innovate a lot. What is done in the meeting at Microsoft, How Branding at Microsoft is Done, What are MS sales strategies, What are MS penetration strategies. Buy these case studies, study them in groups inside your company if budget is less for sending people to trainings.
Till Mobilink hires me. It has been cursed for Downfall. The only other way is that either they ‘all’ become 5 time regular prayers – only then they can break this curse and save their jobs. It takes hardly 2 minutes to offer one – so saving your job 10-15 minutes a day not too much right? But the whole marketing department needs to do that. That’s the trick! Otherwise no matter how many innovate programs and pricing strategies and re branding and repositions is done nothing will work. I guess they have already experienced that so why continue doing the same mistake.
Farhan
If Mobilink had the mechanism they would have charged you from the start of their SMS launch.
It took them 1 to 2 years to figure out how to charge customer for this service. And that was a manual process when they started it. That is why often people were charged 3,4 times for single SMS because of human errors. That was not a charity my friend.
I assume it as telenor, coz after the launch of their djuice, almost 90% of the teen agers moved to telenor. Then little by little the number of its subscribers starts declining when Ufone & warid come up with cheap calling rates & sms bundling offers.
cant say its telenor or mobilink as they are contributing about 70% of the whole market.
Farhan – thanks for your detailed note. You made good arguments. I presented the trends because there’s something to be said about a reversal of growth in 2008. Of course Mobilink is still THE major player and they should be able to turn around the current situation. Let’s see.
i think its warid…as it gained a lot of popularity in the begining due to cheap rates n packages for both calls n messages.but soon the market of zong n telenor have took this standard away from it
I am Farhan siddiq, senior auditor in a garments company.Yes it is Mobilink Pakistan, serving to millions of people. We always take part for Identifying Mobilink Issues, Compains & services however I know the technical problems of other companies which are as follows.
First I want to clear some doubts and issues about Mobilink.
People always says that Mobilink earn a lot from people, I think people forget that before Ufone, Warid and Telenor came in Pkaistan. Mobilink create and invest for Mobile Infrastructure in Pakistan. Training given to hundreds of people by sending them abroad and spend a lot of money on them and after then they joined other companies. I must ask a question why other companies arrived in Pakistan however Pakistan is not ideal for investors the Why Waird, Telenor and now Zong bring the huge investment.
About SMS, I think people again forget or don’t want to recall that mobilink gave facility of Free SMS from start to 2 or 3 years.
They are giving facility of email to sms from start which I get benefit a lot from it.
They have started firtly Bolo SMS after then other companies started.
They are offering International Roaming speciall on Sea and sometimes in Aeroplanes.
Mobilink bill is very clear even a child can understand, but Warid bill is so much confusing and they charge in hidden way but people don’t have knowledge. Like in past people always says that Mobilink charged a lot because people was not awared by tax calculation. As I am using Mobilink from start and always check their deductions
Mobilink’s helpline always working and their representatives are very nice and have lot of patience. But about other helpline, Oh my GOD only headache.
Now come to other companies Services
Ufone: Signal Issues in Korangi and helpline response specially when u have no balance helpline facility will be dead for you.
Telenor: again helpline not working and where is their Misscall alert which was introduced to hide their weakness of network.
Waird: They started the cheapest call and lots of services like sms sent after every call telling the balance, where it is? still have helpline problem, and very difficult to call from landline numbers.
Their billing and behaviour with customers are very wrong specially when it reached to 90% of the limit they block outgoing as well as incoming too.
I am using mobilink ,Waird & Ufone same numbers in Postpaid and in start I felt the mobilink disturbs a lot in sense of rates, quality and services but after using other services, I realised that Mobilink is best upto some extent. Their offices, Franchise, representatives and problem solving Supervisors.
Mobilink billing is the best of the best because I have limit of Rs.3,000 Monthly billing but I have crossed 4,000 my line is still working even outgoing too.
I accept the issues with the Mobilink but if we compare it with others then we will know the real facts.
[...] This cup of tea was served by: State of Telecom Industry in Pakistan [...]
It’s Maybilink opps sorry Mobilink.
Yes, it is Mobilink subscriber (SIM) base in millions. Source: numbers reported by PTA.
It’s Mobilink. However I would like to point out that churning out the inactive subs – which other have not done yet – is one of the key reasons behind the slump.
Mobilink’s customer base in millions
it’s mobilink
Warid
Mobilink
yup…. thats Mobilink!!…
and the recent decline proves the new mobilink strategy….
One and only – Mobilink