ABOUT MOBILINK Mobilink Pakistan Premier Cellular Company Claims be to have 10 Million Subscribers nation wide what you

call such a company pioneers giants whatever but the fact is that Mobilink is the largest Cellular Company in Pakistan Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc.,[citation needed] later it was sold to Orascom, an Egypt-based multi-national company. In addition to cellular service, the Orascom group is diversifying its service portfolio by setting up new businesses and also expanding through acquisitions. Recently, they started offering DSL broadband through a wholly owned subsidiary, Link.Net. Company is in place for launch of wireless broadband service through WiMax based technology. Mobilink being the pioneers of introducing cellular networks in Pakistan established themselves as the major cellular company of Pakistan. Covering almost every city of Pakistan Mobilink is giant is this the reason that they are still expensive as compare to other companies like Ufone and Warid Tel. As people relay on Mobilink services thats why Mobilink still charging high rates people especially business class hesitate to switch to other cellular company. With a soft launch on 1 July 2008, Mobilink is now the second WIMAX internet service provider in Pakistan. In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 8000+ cities and towns nationwide as well as over 120 countries on international roaming service. In other words, we speak your language, everywhere. Pakistan Mobile Communications Limited (PMCL) operates the leading GSM network in Pakistan and provides a range of prepaid and postpaid voice and data telecommunication services to both individual and corporate subscribers, under the brand name Mobilink. Mobilink launched its operations in August 1994 after it was founded in 1990 as a joint venture between Motorola and the Saif Group and awarded a license for mobile telecommunication system and services in July 1992. Later on in April 2000, Orascom Telecom bought 38.6% stake

in PMCL, which it later in February 2001 increased to 68.69% by purchasing Motorolas share in PMCL and becoming the major shareholder of the company. In April 2001, Orascom Telecom took over management control of the company. As of December 31st, 2007, Orascom Telecom indirectly owns 100% of the share capital of Mobilink through direct stakes held by wholly owned subsidiaries of OTH. By December 2007, Mobilink had achieved 39.8% in market share, making it the market leader in the mobile sector of Pakistan and had a customer base of more than 32 million by July. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, Mobilink offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Mobilink was also the first cellular service provider to operate on a 100% digital GSM technology in Pakistan and also provides state-of-the-art communication solutions to its customers. Mobilinks network is the most extensive in Pakistan, connecting more than 9000 cities across Pakistan, as well as over 120 countries on international roaming service. Furthermore it reaches over 66% of the total population and 99% of the urban population as of December 31st, 2009. Mobilink is also developing its own optic fiber backbone, to provide its customers with highest level of voice and data quality with more reliability4 and has invested more than $2.5 billion in its networks.

ACHIEVEMENTS
ISO 9002 Quality Management System Certification for Billing, Engineering Departments and CS Contact Center Biggest Call Center in Pakistan, which is there to assist the customers 24 hours. Bilateral-roaming agreements signed with 100 countries around the world to have true roaming service operational in 151 operators of the world. Mobilink GSM Short Message Service Center allows Vehicle Tracking and Fleet Management services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide these facilities at all those locations where GSM coverage is available.

About the trust and integrity of mobilink team the words of Associate CC operation, mobilink At Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect

MOBILINK CHANGING LANDSCAPE

Mobilink is the first cellular operator to introduce the franchise concept in the cellular industry in Pakistan and currently operates the largest franchise network in Pakistan with over 250 franchises/national distributors (dealers operated service centers). In order to extend its reach even further, Mobilink worked with its franchisees to develop a network of over 500 sub dealers, these operate as point of sales (POS) and are branded Mobilink Connect. Each franchisee is adequately equipped to process sales, collect bills and offer customer services. All franchises have trained sales and service staff fully capable of tackling sales challenges. Other cellulars company are going to give Better to best Packages and creating a kind of threat for mobilink Companies like Telenor offer better packages for corporate customers. Telenor Postpaid connection Persona is a good example of it. Wireless local loop (WLL) service providers are also targeting areas which are less developed. Here also A new market player Zong is getting immense popularity among teenagers and youngster students because of its very low call rates and attractive packages. It is expected from the mushroom growth of its customers that it will soon capture a large market share here mobilink have to change the landscape of the strategy and its implementation. As through their corporate level strategy It appears that for the past few years (1999-2007), Mobilink had a focus on internal growth. All this is evident from the fact that since the deregulation of the mobile service industry of Pakistan, Mobilink has undertaken various efforts to ensure that it changes its stance from concentrating on its existing market to growing its market presence. The main reason for this change is mainly to keep up with the competition and to retain and increase its market share. Especially in 2005 this transition is obvious in Mobilinks repositioning itself and hitting the market with a new face with the

catchphrase Reshaping communication. Mobilink offer business solutions to the corporate and its mentioned on their website to attract tycoon. Mobilink now provides you with state of the art facilities that let you stay in touch with your office any time, all the time. With services like BlackBerry, Internet Browsing, Fax, E-Mail, Stock Watch, On-Call Services and numerous others we make sure your office is at your finger tips whenever you need it to be. The level of technology which is used by Mobilink that have high IT based technology for operations. Mobilink uses Motorolas infrastructure mostly at radio based stations, but now it has been exceedingly using Alchatel equipment too. Switching equipment is of Siemens and Alchatel, billing system from Telesens KSCL and Ericsson, Intelligent network from Siemens, Microwave equipement DMC. The GSM (Global System of Mobile communication) band that is used by Mobilink is in 900/1800 MHz.

Resources, Assets and People

Fixed Asset Turnover, an asset management ratio, shows how effectively a company uses its fixed assets. That is using its assets to generate sales. Most of Mobilinks assets are fixed, major of which include cell sites and other equipment. As the figures show, the ratio has decreased in 2009, from 0.53 to 0.51. Although the decrease is very small, the major reasons associated are the large increase in the fixed assets and the small increase in sales. The fixed assets rose by 29.3%, while the revenue rose by 26.3%. The major reason for the small increase in the sales could be associated to the rather small increase in the total subscribers in 2009, as compared to 2008. Being a multinational company Mobilink has huge resources in terms of capital. It has billions of capital to invest in various projects. Its offices are luxuriously equipped with every facility. Mobilink while choosing people for jobs follow the strategy of choosing the best among all therefore majority of its staff people are highly qualified from renowned universities of Pakistan. A certain percent is foreign qualified as well. Also thaey think that their success is possible by using the best resource that is human resource

Mrs. Kamran Abbasi; Manager HR Lahore region, Mobilink, in an interview told about the business strategy that, We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves everyday. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders. Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations.

About the respect for people and customer she replied Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor. Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations. The mission of mobilink is to get To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions of our customers while exceeding shareholder value and employee expectations To maintain the status quo they have focused on their happy employee measuring employee performance, credible measures of performance that employees understand and accept are critical for achieving high level performance. Measuring employee accomplishments, using both qualitative and quantitative measures, provides the information that supervisors and employees

need in order to monitor performance. Feedback should inform, enlighten, and suggest improvements to employees regarding their performance. Supervisors should describe specific work related behavior or results they observe as close to the event as possible, coaching & Developing Using their coaching skills, supervisors evaluate and address the developmental needs of their employees and help them select diverse experiences to gain necessary skills. Supervisors and employees create development plans that might include training, new assignment, job enrichment, self study or work details.

Joint Promotional Agreements with Various Organizations

At the different stages to maintain the stance of mobilink the have adopted different joint promotional agreements with different organization thwse all steps impact on future psture of mobilink. Jazz-Hyundai Bundle Offer: Jazz connection and a latest Hyundai L-120 phone set for only Rs. 2750. Jazz member Get Member: Opportunity for customers to become the brands ambassador and at the same time earns Rs. 400 in airtime. The new Jazz customer will also get Rs.100 free airtime. Mobilink-AVIS Partnership: Mobilink joined hands with AVIS, a global brand and the worlds leading car rental company to offer discounted car rental rates (locally as well as internationally) to all Mobilink post-paid customers. Foreigners visiting Pakistan using the Mobilink network for cellular services were able to receive a 20% discount on Avis-Car rental Service. Mobilink and UBL: launch online bill payment facility for Indigo subscribers. Mobilink Citibank Joint Promotion (free INDIGO and Call n Control connections to all Citibank Credit Card members).

FUTURE OUTLOOK
The future of Mobilink is investing in the project like 3G and Mobile banking. For the completion of these new projects Mobilink is planning to work with commercial banks. Giving more competent services Mobilink has started its corporate session for the broadband services which covering the all the customer of internet usage.

According to research firm Pyramid Research, Mobilink has captured 63% share of the Pakistani mobile market today and is the leading cellular company of Pakistan. Mobilink is continously striving to not only stabilize this market share but also to increase its market standing. Mobilink does this by their marketing and sales department; through good advertising Mobilink has been in operation since 1994, and since then has become the market leader by providing its customers with the state of the art products and services. Mobilink has for years enjoyed a good market share of the total industry; its current market share is 36%14. Even though Mobilink has been a market leader, for so many years, providing the most technological advanced products and services, it has for a number of years been facing strong competition from Telenor and Ufone, which has resulted in a decrease of its market share. This has led Mobilink to a policy of diversification, by introducing products like Mobilink PCO and WIMAX services. Although Mobilink has diversified, it still is providing competitive products and services for its core products-Jazz and Indigo. Orascom Telecom Holdings has confirmed it has purchased a 13.3% indirect stake in its Pakistani GSM operation, Pakistan Telecommunications Company (Mobilink), for USD 290 million from Saif Telecom. The company said it now owns 100% of the cellco, through direct stakes held by its wholly owned subsidiaries. Orascom said it will fund the acquisition with proceeds from the USD750 million senior notes issuance that closed in February. At the end of April 2009 Mobilink claimed 25.21 million subscribers from a total 68.39 million wireless users across the country, according to figures compiled by the Pakistan Telecommunication Authority (PTA).

Reference

www.mobilink.com www.wikipedia.com/article_mibiloink www.mobilinkgsm.com www.otelecom.com www.thenews.com.pk www.pta.com Orascom Telecom Annual Report 2009 Orascom Telecom Annual Report 2008 Mrs. Kamran Abbasi, manger HR Lahore region