project s.s

8/7/2019 Project S.S

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SAA

DIQBAL|AOONSAFAR|

SALESANDSE

LLING

SALEPL

ANOFNAYATEL

NayaTel (Pvt) Ltd. (NTL) is a sister concerns of Micronet

Broadband (Pvt) Ltd. (MBL), the premier and leading DSLbroadband service provider in Islamabad and Rawalpindi. The

idea of MBL to become most modern telecom network was

transformed into reality when NTL launched South Asia's first

fiber to the home (FTTH)/fiber to the user (FTTU) network in

Islamabad in September 2006. This Project will cover Nayatels

Selling Plan.

Graduate School of Management

International Islamic University Islamabad


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Nayatel

INTRODUCTION

NayaTel (Pvt.) Ltd. (NTL) is a sister concerns of Micronet Broadband (Pvt) Ltd. (MBL), the

premier and leading DSL broadband service provider in Islamabad and Rawalpindi.

Leveraging its rich expertise and experience of broadband, MBL team conceived the ide a of

a most modern telecom network which can take care of ever growing telecommunication

needs of customers and have the capability to cater for telecommunication requirements of

at least next three decades. The idea was transformed into reality when NTL l aunched South

Asia's first fiber to the home (FTTH)/fiber to the user (FTTU) network in Islamabad in

September 2006. This real triple play project is unique in its nature as it serves complex

networking needs of mission critical businesses yet so simple th at it has become a symbol ofprestige for quality conscious home users. Covering over 90% areas of Islamabad and

business areas of Rawalpindi Cantonment, Nayatel's network offers ultra broadband

Internet, modern telephony and digital video services to busi ness and home users.

In line with traditions of MBL, Nayatel purely focuses on quality and customer service. In

fact, both MBL and NTL have re-written the quality of service parameters in Pakistani

context. As we've been a trend setter in broadband, we've also set new quality standards

totally aligned with customers' expectations and requirements. But despite delivering top

notch quality and un-matched customer support, NTL does not believe in overcharging its

customers. That's why our tariffs are highly c ompetitive even for the services for whichthere is no competition yet.

Fair and ethical business is hallmark of our corporate strategy. Customers' confidence

earned with hard efforts of last many years is our most prestigious asset and we always go

extra mile to protect this asset. This combination makes NTL as most trusted and reliable

telecom service provider of twin cities.

NTL's team has a passion to transform Islamabad into most IT enabled and broadband rich

and smart city not only in the country but in whole South Asian region. We strongly believe

that our country and society can become a great contributor to the knowledge based

economy of 21st century by leveraging the talent and intellect of young generation. And

Nayatel provides an information super highway for this talent to access global knowledge

repositories and business opportunities, hence contributing towards national development.


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VISION

To become a role model of trust, set highest standards of quality and add value to the

society.

VALUES

Honesty

Mannerism

Simplicity

Sacrifice

Discipline

Knowledge

Hard work

CUSTOMER DRIVEN MARKET STRATEGY

MARKET SEGMENTATION

Nayatel has divided the market into three different segments and those are

Geographic

Social Class

Corporate sectors

MARKET SEGMENTATION

The target market of NTL is based on their market segmentation. Following are their target

markets or customers.

Rawalpindi & Islamabad.

Elite Class.

Government and Private Companies and Firms based in Rawalpindi & Islamabad.

MARKET SEGMENTATION

Being market leader and trend setter NTL has captured most of market but sti l l

they position them self in the mind of customers as best ISP because of their

CRM strategies.


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SALES PLAN

PRODUCT LINE

Nayatel is a premiere Triple Play Service provider

Broadband Internet

Cable TV

Telephone

Nayatel is providing all these services via single cable (Fibre Optics).

ANALYSIS OF PRODUCT

BROADBAND INTERNET

Advantages

Bandwidth Starting at 256Kbps-8Mbps.

Volume based and Unlimited Packages.

Increased Security.

Redundant Inter-nation connectivity.

Dedicated Connections and Un-shared Bandwidth.

24-by-7 Network Monitoring.

Static IP.

E-mail and Domain Hosting.

Benefits

Customer can choose between 256Kbps -8Mbps according to their need.

The network is secure for business transactions.

Very low downtime.

Secure and multi-option package for corporate users.

CABLE TV

Advantages

A connection between Nayatel Cable and your

television (analog or digital).

Provide functionality to view digital programming

channels.

Watch your favorite channels with incomparable


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audio quality and sharper/clearer video images.

Friendly user interface.

Easy to install without knowing much of the technical stuff.

Compatible with FTTU network.

BenefitsCut expenditure on wiring as it is the connection between same fiber -optic cable

(used for internet) and the TV.

Provide functionality to view digital programming channels.

Video Image and Audio quality is best and more fine than other mediums.

Easy to install without any technical knowledge.

TELEPHONE

Advantages

Competitive local, Nationwide, and International call tariff.

Enhanced Value Added Services.

30 PSTN channels with 30 Direct Inward Dialing (DIDs).

Crystal clear voice communications.

30 incoming/outgoing phone lines on single link.

Simple, consolidated & competitive pricing.

Enhanced Value Added Services.

Flexible and cost effective solutions to empower your needs.

Leverage IP connection to converge voice and data.

Cost effective solution for your corporate voice needs.Effective call management, control, and distribution features.

Benefits

Low call rates

Multi-numbers on a single line.

Easy to keep an eye on your staffs calls.

COMPETITORSANALYSIS:

The competitors in the run for the project were PTCL, Wateen Telecom and Multinet.

Nayatel was ranked No. 1 in both technical as well as financial evaluations. indirect

competitors includes Wateen telecom, Link dot net, PTCL Smart and World Call.

The company is focusing to provide the Internet Service mainly through Wired Network

whereas the rapid change in the technology leads the internet service through Wireless which


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is more convenient and cheap. There other competitors such as PTCL, Wateen and Wi-Tribe

are now providing wireless internet.

Nayatel is also thinking of lunching a wireless based internet service which help them to

maintain their market share in the twin city region and also to make new customers.

SWOTANALYSIS

STRENGTHS

Strengths in the SWOT Analysis are attributes or characteristics within the organization that

are considered to be important to the execution and ultimate success of the project.

Following are strong points of Nayatel (Pvt) Limited.

Market Pioneer & Leader.

Trend setter.Latest Technology.

Quality Service.

Effective Customer Relationship Management.

Professional staff.

Weak Competitors.

Joint Venture with Alcatel.

WEAKNESSES

Weaknesses in the SWOT Analysis formula have to do with internal factors that could

prevent the achievement of a successful result to the project. Following are the weaknessesof NTL.

Limited to Twin Cities.

Weak Market Promotion Strategy.

OPPORTUNITIES

This classification has to do with external elements that will prove helpful in achieving the

goals set for the project. Opportunities could be

Developing Market.

Large Market.

THREATS

Threats are the external factors that could threaten the success of the business. Threats

could be

PTCL developing their Fibre Optics Service.

Wateen just launching Fibre Optics Service.


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COVERAGE AREA

Following areas are covered with Nayatel network at the moment

Islamabad Sector

F5/G5, F6, F7, F8, F10, F11

E7, E8, E9

G5, G6/3, G6/4, G9/4 (I&T)

H8, H9, H10, H11

I8, I9, I10 (Commercial/Industrial), I11

Complete Blue Area

Faizabad (Muree Road) till Serena hotel and its surroundings

Diplomatic Enclave

Rawalpindi

Rawalpindi Cantt (For Corporate customer only)Muree Road (6th Road)

Chak Shehzad, (Orchids and Tarlayi Scheme) Farm Houses only

INCENTIVES &OFFERS

Broadband Internet

Internet: Home Packages

Package Volume Per Month Monthly

Charges

Additional

100MB

rates

w.e.f (Dec

09)

(Upload + Download)

Connect 8

Plus

Connect 10

(Dynamic IP)

10 GB

1 Mbps (day time)

and

3 Mbps from 8:pm to 8:am

Rs.

1,199/-

Rs. 31

Connect 10Connect 12

(Dynamic IP)

12 GB1 Mbps (day time)

and

Unlimited Downloads @

3 Mbps from 8:pm to 8:am &

Sundays

Rs.1,399/-

Rs. 31


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Internet: Corporate Packages

Connect - Volume Based Packages

Packages Volume

PerMonth

in GB's

Speed Rate per add.

100 MB 1Mbps

2Mbps

3Mbps

4Mbps

Rs. / Month

Connect 12 12 2,500 30

Connect 24 24 4,900 29

Connect 36 36 7,300 27

Connect 48 48 9,900 26

Connect 72 72 13,900 25

Connect 108 108 19,900 23

Connect 144 144 25,900 22

Connect 216 216 35,900 20Connect 288 288 49,000 17

Premium - Unlimited Packages

Package Speed (Kbps) Monthly Charges (Rs.)

Premium 512 512 Kbps 24,350/-

Premium 768 768 Kbps 33,000/-

Premium 1024 1024 Kbps 41,650/-Premium 1536 1536 Kbps 55,550/-

Premium 2048 2048 Kbps 69,950/-

Premium 4096 4096 Kbps 136,450/-

One Time Setup Costs

For Corporate Customers

Installation charges Rs.6, 000

Connect, Premium and MAN (Metro Network) Packages

(includes 200 ft double fiber drop cable)

For Home Customers

Installation charges Rs.3,000

Home Package

(includes 100 ft double fiber drop cable)

Choice of Hardware


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Alcatel Optical Network Terminal (ONT) Price (Rs.)

1 Ethernet, 2POTS,1 RF Video

with UninterruptedPowerSupply(UPS)

24, 000

(inclusive of GST)

2 Ethernet,2 POTS,1 RF

with UninterruptedPowerSupply(UPS)

25, 500

(inclusive of GST)

Broadband Router Price (Rs.)

Broadband Router(4 Ethernet Ports) 3, 950

(inclusive of GST)

Broadband Wireless Router(4 Ethernet Ports) 4, 750

(inclusive of GST)

Cable TV

Package Monthly Charges (Rs)

Analog Cable 350/-

Rates of the materials are as follows:

1:2 RF Splitter Rs. 203



RG6 cable Rs. 4.06/ft

Joint Rs. 12

Attenuator Rs. 232

Package: Digital

Hardware

*Set Top Box (STB) Rs.4,200/- + 16% GST

Installation

Nayatel expert installation

on site

Rs.300Free

(forlimitedtimeperiod)

Telephone

Types of Calls Time Zones Charges per

Minute

Nayatel to Nayatel all days, 24

hours

0.25


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Nayatel to Fixed Phones and WLL all days, 24

hours

0.75

NWD (Nayatel to Fixed Phones

and WLL, all Pakistan)

all days, 24

hours

1.9

Nayatel to Cellular per minute

(Local)

all days, 24

hours

2.4

Nayatel to Cellular per minute

(NWD, all Pakistan)

all days, 24

hours

2.5

Installation charges: No separate installation charges

for POTS.

Monthly line rent fee: Free

19.5% CED on all charges applicable as per Government rules.

Product Worksheet Analysis:

Product

Features

Advantages Benefits Motive

Satisfied

Means of

DramatizationInternet Bandwidth Starting

at 256Kbps-8Mbps.

Volume based and

Unlimited

Packages.

Increased Security.

Redundant Inter-

nation connectivity.

Dedicated

Connections and

Un-shared

Bandwidth.

24-by-7 Network

Monitoring.

Static IP.

E-mail and Domain

Hosting.

Customer can

choose between

256Kbps-8Mbps

according to their

need.

The network is

secure for

business

transactions.

Very low

downtime.

Customer care

Secure and multi-

option packagefor corporate

users.

Networking

Availability

Cost Profit

and Value

added Profit

Security

Time saving

Expedite

problem

solution

Security

Interaction


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Cable TV A connection

between Nayatel

Cable and your

television (analog

or digital).

Provide

functionality to

view digital

programming

channels.

Watch your favoritechannels with

incomparable audio

quality and

sharper/clearer

video images.

Friendly user

interface.

Compatible with

FTTU network.

Cut expenditure

on wiring as it is

the connection

between same

fiber-optic cable

(used for

internet) and the

TV.

Access to a verity

of favorite

programs.

Video Image andAudio quality is

best and more

fine than other

mediums.

Easy to install

without any

technical

knowledge.

Use of less wire

Cost profit

Entertainment

Finest AV

convenience

cost Saving

Telephone Competitive local,

Nationwide, and

International call

tariff.

Enhanced Value

Added Services.

30 PSTN channelswith 30 Direct

Inward Dialing

(DIDs).

Crystal clear voice

communications.

Low call rates

Multi-numbers on

a single line.

Easy to keep aneye on your

staffs calls.

No voice drop age

and background

Cost profit

Easy access

convenience

Audibility


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30 incoming/

outgoing phone

lines on single link.

Simple,

consolidated &

competitive pricing.

Enhanced Value

Added Services.

noise

We can use

multiple numbers

Money saving

and low cost on

calls

Getting extra

services

Cost profit

profitability

convenience

Survey:

We conduct a survey in Islamabad about the internet service providing companies and the

number of users:

Approximate population per square Mile = 75000 (Est.)

Monthly Subscription Rates of Cable and DSL per household = Rs. 999/512 kbps, 5Gb (Est.)

Upload/download data in one month = in Tb (approx)

Existing trend towards online resources (how much time people spend online everyday = 30

to 60 min

On average, people who are connected, spend 1 to 3 hours every day on Internet.

Security of Online Resources, do the data companies use 64bit or 128 bit for cryptography.

Data lines damaged by harsh weather conditions or blown up by unknown factors = 10 -20 (

3 months)

Outside plant copper network of NTL in Islamabad is relatively in good shape as compared

to Rawalpindi. This entire network is underground.

The labour cost per hour or per day for telecom engineers and other people involve = Rs

150-250 labour/hour


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Salary of a telecom engineer with 1 2 years experience in data networking is around Rs. 25

- 35 K per month.

References:

http://www.nayatel.com/

http://www.nayatel.com/overview_data.php

http://www.nayatel.com/overview_video.php

http://www.nayatel.com/overview_voice.php

http://www.nayatel.com/overview_support.php

http://customer.nayatel.com/

http://nayatel.software.informer.com/

http://telecompk.net/2009/05/27/nayatel -and-alcatel-lucent-to-deploy-gpon-in-pakistan-

in-2009/

http://telecompk.net/2007/07/09/corporate -social-responsibility-in-pakistan-telecom-

sector/

http://www.finance.gov.pk/finance_blog/?p=53

www.secp.gov.pk/Reports/CSR_Study_FinalReport_November.pdf

project s.s

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