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EXECUTIVE SUMMARY

Internship was my first step in practical life, through which I learnt a lot and it has aided me in

being well equipped with valuable experience that would help me once I enter the professional

life after the completion of my studies. Internship offered to me was of 4 weeks in customerservices department. During the month of Aug and Sep 2011, I worked in Warid Telecom as an

internee. My association with this company was being a part of the customer services

Department. It was a great experience for me and it helped me in realizing where my potential

lies. What I learnt at Warid Telecom over the weeks was how to get along with the people that I

have to work with everyday, building confidence and improving my skills. This work is a

collection of my observations and experience during the internship period and afterward this

internship has also prepared me for my future career in marketing so this internship has helped

me a great deal. The experience has taught me responsibility, teamwork and how to handle

problems occurring. Even though the nature of work was quite basic as an internee, nevertheless

I got to see what practical life is. This internship overall has been a great experience. I tried to

remain to the point, in writing the report. This report gives a profile of Warid Telecom

organizational structure SWOT analysis warid offerings and an insight into the customer services

department where I was assigned to work. This report also reflects my learning and experiences

at Warid Telecom along with my responsibilities and the tasks that I performed. Last part of the

report consists of some recommendations and suggestions that I have given.

Historyofbusiness

Cellular mobile Telecommunication services were introduced in Pakistan in 1990.Five operators

currently provide this service as of December 2010. Paktel is regarded as the Founder of the

Mobile Industry in Pakistan. Paktel was granted a license in 1990 to operate a cellular system

across Pakistan and has improved its network capacity from time to time.

Introduction To Business

Warid Telecom launched in Pakistan on 23rd May 2005 but its pre launch operations started

working six months before the launch this shows the planning masters took enough time

studying Pakistan Market and is well equipped to serve in the field of service based cellular

industries in Pakistan

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NatureofBusiness

Warid Telecom is a private limited registered company having registered trademark. The total

investment is debt -equity based with the ratio of 40:60. Means the 40% of the total investment is

loan based and the other 60 % is equity based.

About WARID

Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu Dhabi

Group entered into a strategic alliance with Singapore Telecom. Subsequent to this transaction in

July 2007, telecom giant SingTel acquired 30% percent equity stake in Warid Telecom, Pakistan,

for US$758 million. This partnership is part of a strategy to support Warid Telecoms continued

growth and to enhance its market position.

Abu Dhabi Group, one of the largest business groups in the Middle East and the single largest

foreign investor in Pakistan. It has diversified business interests, offering strong financial

resources and extensive management expertise that result in commercial success for several

institutions.

SingTels investment in mobile operations include, Advanced Info Service (AIS) Thailand,

(21.4%), Bharti Telecom Group India (30.5%), Optus Telecom Australia (100%), Globe

Telecom Philippines (44.5%), Pacific Bangladesh Telecom (PBTL) - Bangladesh (45%),

Telkomsel Indonesia (35%) and Warid Telecom Pakistan (30%).

Abu Dhabi Group

Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest business

groups in the Middle East and the single largest foreign investor in Pakistan. It has diversified

business interests, offering strong financial resources and extensive management expertise that

result in commercial success for several institutions.

The Abu Dhabi Group is led by His Highness Sheikh Nahayan Mabarak Al Nahayan. His

Highness is the Federal Minister for Education of the United Arab Emirates and He is the

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Chairman of Warid Telecom. The Abu Dhabi Group's other successful investments in Pakistan

include Bank Alfalah, United Bank Limited, Taavun, Wateen Telecom and Raseen Technologies

SING TEL

Serving both the corporate and consumer markets, the SingTel Group is committed to bringing

the best of global communications to customers in the Asia Pacific and beyond. With significant

operations in Singapore and Australia (through wholly-owned subsidiary SingTel Optus), the

Group provides a comprehensive portfolio of services that include voice and data services over

fixed, wireless and Internet platforms. In Singapore, SingTel has had more than 128 years of

operating experience and has played an integral part in the development of the city as a major

communications hub in the region. In Australia, Optus serves more than six million

customers. It has driven the competition as the challenger brand and led the way in

technological innovations and breakthroughs. Over the years, SingTel has grown to be a global

player with a strong regional heritage. With one of the most extensive and advanced

telecommunications infrastructure, the Group offers unparalleled reach in Asia and beyond.

SingTel's highly developed international network provides direct connections from Singapore to

more than 100 countries. It is a major investor in many of the world's most sophisticated

submarine cable and satellite systems. The Group is the second largest satellite operator in the

Asia Pacific

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MISSION/VISION STATEMENTS

MISSION

Warid Telecom's stated mission is to be the leader in innovation and services

VISION

Warid Telecom's vision is "To be the leading national communication provider with a strong

international presence." To become the essential communication provider in Pakistan of high

quality voice and innovative data services by offering affordable products and services to all

market segments and to become an integral part of their everyday lives.

Corporate values

Honesty, Communicating Truthfully Integrity, Our pride We promise, we deliver Respect, what we owe, care, what we gain welisten, we care, we feel

POLICIES

Warid Telecom believes in working with strategic partners and employees for long term

relationships. As a consequence of the above Warid Telecom is looking for the following to

deliver its vision:

Strategic vendors and partners to assist in rolling out these services in a timely and efficient

manner with a focus on turnkey solutions and premium propositions. Strong partners to assist in

launching these services and creating effective sales & marketing/business development

opportunities for all the operationall y and financially gain. Consultants and experts to help

deliver the vision. Well rounded employees who wish to become part of this adventure.

FINANCIAL OBJECTIVES

The basic goal of any firm is to earn money or generate profits on its investment.

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The companyisimproving constantly

Warid Telecom, had acquired over1350,000 customers since the network went live on 23 May.

The GSM/GPRS network was built from scratch, starting on 23 October 004, and at launch

covered 28 cities, Warid is attracting an average of over 10,000 new customers daily.

SHORT TERM OBJECTIVES

As the company is new the e short-term objectives are as follows

Improve quality Satisfy customers Increase outlets Provide all the advertised features Work according to the strategies to achieve goals (SHORT TERM)

LONG TERM OBJECTIVES

Companys long-term objectives are as follows:

Work with Government to cut prices and provide better quality Control inflation in the country Set standards for the market and involve Government in it Network in whole Pakistan To achieve all the financial benefits by serving people Work according to the strategies to achieve goals (LONG TERM)

The WaridNew Look

An evolution that strengthens the Warid identity while keeping the customers infocus

Use of a more contemporary font & style to give a more approachable image This new logo encompasses the expanding reach of Warid not just in Pakistan but in

an international footprint

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With our strengthened GPRS/EDGE network we would empower our customers tocreate their own life style networks

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ORGANIZATIONAL STRUCTURE & STRATEGY

BEC

CEO

Advisor

CSOCIO CCO

GM

Divisional

Manager

Asst

Manager

RMC

Sr Executive

Jr Executive

Z.S.M

B.C.M

F.M

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MESSAGE FROM CHAIRMAN

HisHighness Sheikh Nahayan MabarakAlNahayan

Chairman

By the grace of Allah we have completed five successful years of Warid Telecom Pakistan and

are beginning an exciting sixth one. In these five years since Warid Telecom has launched in

Pakistan, our organization has gone from its conceptual infancy stage to a challenger, and finally

are moving forward to become a force. We have expanded in every way possible.

In our sixth year, we will continue to expand and take our network and subscribers to the most

dominant levels of Pakistan. We wish to make this year a new era for ourselves and the country,

a time when Warid Telecom will become the primary service provider for all communication

needs. We will spare no effort, cost or determination to ensure that Warid Telecom becomes a

company to serve the people of Pakistan most effectively.

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MARKET OVERVIEW OF MOBILE COMPANIES IN PAKISTAN

The Pakistan market has nearly million subscribers as of Nov2010 (PTA data). The growth

slowed down in 2010 but has picked up again gradually. See more about the recent competition

among mobile network providers.

100

Mobilink

Ufone

Telenor

Warid

Zong

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At the top is Mobilink, a subsidiary of the Orascom Telecom Holding, is Pakistans leading

cellular and Blackberry service provider. With more than 31.6 million subscribers, Mobilink

maintains market leadership through cutting-edge, integrated technology, the strongest brands

and the largest portfolio of value added services in the industry, a broadband carrier division

providing next generation internet technology as well as the countrys largest voice and data

network with over 8,000 cell sites. Housing Pakistans largest distribution and contact centre

networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already

invested over US $3.3 billion in the country to date and provides uninterrupted countrywide

connectivity, unmatched customer services and international roaming in over 140 countries. The

company is also the official cellular partner of the Pakistan Cricket Board. As a responsible

corporate citizen, Mobilink also offers a range of socially inclusive products and services

dedicated to enhance access to information. Having market share of 40%.

Pakistan Telecommunication Company Limited (PTCL) that started its operations in January

2001 under the brand name Ufone. As a result of PTCLs privatization, Ufone became a part of

the Emirates Telecommunication Corporation Group (Etisalat) in 2006. This customer focus and

best offering has allowed Ufone to build a subscriber base of over 20 million in less than a

decade. Ufone has network coverage in 10,000 locations and across all major highways of

Pakistan. Ufone currently caters for International Roaming to more than 288 live operators in

more than 160 countries. Ufone also offers Pakistans largest GPRS & BlackBerry Roaming

coverage available with more than 200 Live Operators across 122 countries. More recently,

Ufone has become a focused and intensive leader in VAS, constantly introducing innovative

services, which have been the first of their kind in the Pakistani cellular industry.It has 20.7

million subscriber as of 2010.Having 22% market share.

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Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu DhabiGroup entered into a strategic alliance with Singapore Telecom. Subsequent to this transaction in

July 2007, telecom giant SingTel acquired 30% percent equity stake in Warid Telecom, Pakistan,

for US$758 million. This partnership is part of a strategy to support Warid Telecoms continued

growth and to enhance its market position.

Abu Dhabi Group, one of the largest business groups in the Middle East and the single largest

foreign investor in Pakistan. It has diversified business interests, offering strong financial

resources and extensive management expertise that result in commercial success for several

institutions.

SingTels investment in mobile operations include, Advanced Info Service (AIS) Thailand,

(21.4%), Bharti Telecom Group India (30.5%), Optus Telecom Australia (100%), Globe

Telecom Philippines (44.5%), Pacific Bangladesh Telecom (PBTL) - Bangladesh (45%),

Telkomsel Indonesia (35%) and Warid Telecom Pakistan (30%).Have 18% market share in

Pakistan.

Telenor Pakistan is 100% owned by the Telenor Group, an international

provider of high quality voice, data, content and communication services in 14 markets across

Europe and Asia. Telenor Group is among the largest mobile operators in the world with over

195 million mobile subscriptions (Q3 2010) and a workforce of approximately 34,000. Telenor

Pakistan is the country's single largest European investor, with investments in excess of US$2

billion. It acquired a GSM license in 2004 and began commercial operations on March 15, 2005.

At the end of October 2010 it had a reported subscriber base of 24.12 million, and a market share

of 24% making it the country's second largest mobile operator

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A first international step for China Mobile, Zong aims at touching the lives of all Pakistanis!

We serve to inspire and empower the people of Pakistan with innovative technology that keeps

pace with today's fast evolving culture. Expanding our wings of coverage to all corners, making

no distinctions along the way and most of all, maintaining excellence in connectivity everywhere

we go. Affordability & Innovation are what define us, aided with a diverse set of entertaining

and informative Value Added Services. With a state of the art system, along with other services

Zong allows and enables its users to avail the best possible Mobile Internet bundles that are not

offered anywhere else in the country making the experience, truly a unique one! Zong has 11%

market share in Pakistan.

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ORGANIZATIONAL DEPARTMENTALIZATION OF WARID

Warid Telecom (Pvt).Ltd head office is in EFU House on Jail road, Lahore. Warid has the

maximum number of Sales and customer Service Centers countrywide, backed by two state of

art Contact Centers of international standards that are equipped with the right facilities to ensure

real-time online services. Their highly trained and well-groomed team of Customer Service

Executives provides round the clock support. Warid has setup corporate lounges, with a

customer-friendly environment to provide personalized care to our corporateclients.

Furthermore, an extensive network of franchises, kiosks and mobile units ensure easy and

convenient accessibility.

Different division, departments and functionaries working in head office are:

Finance Human Resources Marketing Sales & Customer services Administration Products & Services Procurement & Logistics Legal Affairs Engineering & Information Technology Audit & Risk Services Quality Assurance International Business Public Relations Operations and Project Management Govt Relations

Customer Services Department

Warid's Customer Service division functions on the premise of pleasing and satisfying our

valuable customers, resolving their problems and addressing their queries. Our Contact Centre is

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equipped with the latest technology and its staff is trained to inform, educate and help customers

in the best possible way.

Warid Offerings

Warid puts a great focus on development of its products according to the customer demand

and satisfaction. In recent year Warid has introduced Glow and made a greater impact in the

market. Warid Telecom offers three main products that are

Zem Prepaid Warid Postpaid Glow

ZemPrepaid

Zem prepaid is a service for which customer has to pay in advance for which he/she is going

to use. Enjoy a prepaid convenience that is backed up by the promise of service, service & more

service. Not only it is simple to use but it also offers a host of revolutionary products & features

that will forever change the way you communicate. Zem prepaid offers two major type of

services:

Voice based T ext based

Voice Based Services

Voice related services include communication services which are associated with the

transfer of voice. When Warid started its services there were two leading GSM cellular

companies, one was Mobilink and the other was Ufone. Mobilink was the main market leader

and Ufone was the successor in Pakistan. Then the main challenge for Warid was to attract

customer towards it with the help of such services that will be exciting and attracting enough to

move customers from the competitors.

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Text Based Services

Zem also provide many text packages so that you can text on any network with the

cheapest rates any time any wher e. Also multi media messages (MMS) on the cheaper rates then

any other network.

Warid Postpaid

Warid post paid connection is associated with Royalty. Post paid subscription is also

called a billing connection. In this type of a connection, you can avail the services of cellular

connection first and pay the usage at the end of the month. On consistent and regular payment

and high usage pattern you could win yourself the opportunity to enjoy exclusive loyalty and

frequent user facility provided by Warid Telecom. Keeping in mind our brand philosophy,

Warid postpaid is a name that depicts class and sophistication. Warid postpaid that defines

commitment and satisfaction to the customers. Like zem prepaid Warid postpaid is also offering

both voice related services and text based services.

CallingPlans

Warid postpaid when launched was called Zahi Postpaid. Zahi means royalty. And it

was offering 5 calling plans to the mobile users. These plans were after relaunch, zahi postpaid

was replaced by its generic name that was Warid postpaid. Warid also revised tariffs for the

postpaid calling plans.

Glow Feel Free

Warid brings you an exciting new prepaid brand which is as different from others as you

are. GLOW empowers you to make choices in service and style. You take the call on how you

make your calls. The best quality network gives you what you really want. Total control! Warid

have introduced glow 1.0 with the great rates on the best network

UNLIMITED SMS BUNDLES

GLOW Unlimited SMS Bundles

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Exclusive of taxes

Enjoy 250 SMS at Rs.2.99/day

Glow 2.0

After The success of Warid Glow 1.0 Now, Warid brings you an electrifying prepaid

brand, which is as unique as you. Loaded with exciting new features, Glow introduces you to a

world where you define your own style. You choose how to make the best use of our incredible

services. Finally, a high quality network gives you what you really want- Complete Control! Call

10 Glow Gang Friends with Glow 2.0 (5 off-net & 5 on- net numbers). Any number, Any

network for just Rs. 0.61/30sec.

Glow 2.0 Services

Mobile fun Social networking Mobile internet Go global Fuel Sms bundles Night and weekend package Sports Music

Glow 2.0 Gang:

Favorite 5 off-net & 5 on-net numbers On-net: To all other Warid numbers

Off-net: To all other mobile networks & landline numbers Weekdays: Monday to Friday Peak hours: 8am to 11pm Off-Peak hours: 11pm to 8am Weekends: Saturday & Sunday

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Peak hours: 5pm to 11pm Off-Peak hours: 11pm to 5pm

GLOW SMS Bundles

Unlimited texting in the World of Glow Send unlimited SMS to any number, any time, on all networks in Pakistan. 250 SMS @ Rs. 2.99+tax/day 700 SMS @ Rs. 6.99+tax/week

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SWOT ANALYSIS

In order to find what are the strengths, weaknesses, opportunities and threats faced by

Warid Telecom. How can they increase their market share in Pakistan Cellular industry? The

SWOT Analysis of Warid Telecom is given below:

StrengthsofWarid

Superior product quality for customers Extra features and services Committed and efficient staff Products innovations Good reputation among customers Management is rational and understanding the situation Good packages according to the target market

WeaknessesofWarid

Less coverage as compared to major competitors Less experienced employees than competitors Seth organization

Opportunitiesfor Warid

A developing market Mergers, joint ventures or strategic alliances Declin Technologically better environment e of major competitor Could develop new products

Threatsfor Warid

Emerging companies in market Unstable political conditions Low prices of competing brands High public expectations

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WARID BUSINESS CENTER TEAM (SPENCER LAHORE)

Warid Business center (Spencer Lahore) is lead by dynamic and charismatic leadership of

Mr Ali Ansar who is the Business Center Manager. He is very helpful and forthcoming in his

conduct towards the staff and customers alike. He remains the driving force behind the whole

functioning of the business center. He enjoys very good reputation among his colleagues. He has

inspired me a lot by setting personal examples and practically performing every duty in an

exemplary way.

I would take the privilege of writing few words about Mr Zulqarnain Rizvi who was

Supervisor and taught me all the details of every day business activity at the center. He ensured

that I do not waste any time and helped me in learning the customer services in detail.

Details of the staff serving at the Business Center are as under:

Mr.Ali Ansar (BCM) Mr.zulqarnain Rizvi (Supervisor) Mr Raheem Kazim (CSR) Mr. Khurram Shezad junjua(CSR) Mr. Hammad Saeed(CSR) Mr. Qasim Raza(CSR) Mr. Samiul Haq(CSR) Mr. Shafiq Ikram(CSR) Mr .Usman(CSR) Mr. Ahsen Kazmi(CSR) Finance Counter

Mr Javed Hussain Mr Shahid Hussain

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FINDINGS FROM WARID BUSINESS CENTRE ( SPENCER LAHORE)

Reception

Most of the time Greeters are available at the reception The Greeters are welcoming and friendly The Greeters extend maximum cooperation to the customer by explaining the procedure

and providing necessary information at the spot thus avoiding wastage of precious time

The Queue Machine works properly thus facilitates the customers to a great extent Training on Greeting & Gesture will help us to achieve maximum service quality

CSRPerformance

CSR are attentive to the customers and more interested in solving the customersproblems

They possess a significant Product Knowledge and have the capability of satisfyingalmost every customer

Attitude of the CSR is friendly & welcoming The way of Talking of the CSR is good to ensure good Customer Experience CSR are proactive in their approach towards the customer They are loyal with company. They follow the procedures and rules of PTA in letter and

spirit

They do not indulge in pilferage of customer information with anyoneOverall Business CenterPerformance

Sepencer Business Centers performance was very good and I have learnt a lot from it Overall Business Center service delivery is very good Spencer Business Center is spacious enough to accommodate the customers inside it so

that they do not wait outside

Business center is providing good environment to customers for service delivery Its decorated with plants and having good sitting arrangements so customers feel relax

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Daily Operationsin Warid Business Center (spencer Lahore)

Greetings Opening the conversation on counters Listening and understanding the customer's query Feel the heat of customer's issue and try to ampathise as well Full command on Product or consult system for anwering the customer's query Log the complaint or make changes as required against custmer's number in TABS Closing the converstaion by repharasing all activities performed during his visit briefly.

Daily Activities (MostlyPerformed Activities)

SIM Change (Regular and Micro) Ownership Change Address Change Tariff Plan Change Sales Prepaid Sales Postpaid Mobile Number Portability (MNP) Conversion of numbers from Post to Pre and Pre to Post Cellular and activation complaints. Obnoxious complaints and Apology Letters. Broadband USB and unlimitted Edge Data card Sale. Billing queries and Bill payments. Black barry Service activation and Handset Sales.

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LEARNINGS

Softskills

Interpersonal Communication Working in Team enviornment Patience handeling Time management Pressure handeling (Sales Target achievment, Time to time instructions, following the

SOP)

Marketing skills

System Skills

Customer Services Portal TABS SOPs

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CONCLUSION AND RECOMMENDATIONS

Since its inception, Warid Telecom has the potential and ambitions to capture the market

by providing best available services to the customers. It has ensured quality services and

excellent customer dealing throughout the country. Warid has its business centers in all major

cities. These are providing all the services of Warid Telecom. I have served at Warid Business

Center( Spencer Lahore) for one month. I have found the staff of the business center loyal to the

customers and the company alike. They have been very helpful to me in imparting the basic

knowledge about Warid Telecom. Their customer dealing was really impressive and I have learnt

a lot from it.

Warid Telecom certainly has potential to capture the market and to give tough time to the

competitors, but for this few additional steps should be taken. Certain recommendations in this

regards are as under:

Network should be enhanced to more cities. There should be consistency of brand ambassadors, jingles, colors and graphics in their

print and electronic media ads to create strong brand recognition.

More regional departmentalization should be there, so as to create strong presence andmarket analysis at regional levels.

More staff should be hired in some departments to meet the requirements. There should be more decentralization and employees should be encouraged for their

ideas.

Compensation and benefits plans should be revised, as it can be used as a very importanttool to create motivation in employees.

Warid can beat other competitors very quickly by introducing certain new services. Thesecan be as under:

Introduction of 3G technology

Provision of Video conferencing Introduction of more innovative packages

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ABBREVIATIONS

CEO:Chief Executive Officer

RSM:Regional Sales Manager

GM:General Manager

CIO:Chief Information Officer

BCM:Business Centre Manager

BEC:Board Executive Committee