report on ufone
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BUSINESS COMMUNICATION
MOHAMMAD ALI JINNAH UNIVERSITY
ISLAMABAD
PROJECT REPORT
MBA Section 3
Group Members
JALAL UD DIN MB091027
WAQAS MEHMOOD MB091028
AHMAD NAWAZ MB091010
MUHAMMAD RAFEH MB091022
HASEEB ABBASI MB091018
WAQAS AHMAD MB091052
SUBMITTED TO: MS. AMEENA ZAFAR
SUBMITTED BY: THE LEADERS
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DEDICATION
We would like to dedicate this project to our parents who has given us
opportunity to study here in MAJU, and to our respected teachers who give us a
chance to work on this project.
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TABLE OF CONTENTS
Abstract ………………………………………………………………………5
Acknowledgement……………………………………………………………6
Introduction…………….…………………………………………………...7-8
History ………………………………………………………………………8-9
Headquarter ………………………………………………………….....……9
Mission...………………………………………………………………..……10
Vision…………...………………………………………………………...…..10
Objective ……………………………………………………………………..10
Sales and Services Center ………………………...……………………....11
Brand...………………………………………………………………………..12
Performance.…………………………………………………………………12
Departments………………………………………………………………….13
Products.………………………………………………………………………13
Prepaid………………………………………………………………………..13
Packages……………………………………………………………………..14
Postpaid ……………………………………………………………………...14
SMS Packages………………………………………………………………15
Price………………………………………………………………………..…15
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Promotion…………………………………………………………………….16
Cards Review …………………………………………………………..…...16
Market Share ………………………………………………………………...17
Slogan ………………………………………………………………………..18
Competitor …………………………………………………………………....18
Mobilink …………………………………………………………………...18-19
SWOT Analysis……………………………………………………………....19
Strength ……………………………………………………………………...19
Weakness ………………………………………………………………….....19
Opportunities ………………………………………………………………....20
Threats ………………………………………………………………………...20
Target Market……………………………………………………………...20-21
Research Methodology……………………………………………………….21
Level of priority ………………………………………………………………..21
Cellular Subscriber …………………………………………………………...22
Conclusion …………………………………………………………………...23
Reference ……………………………………………………………………..24
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ABSTRACT
Ufone is the second largest cellular network in Pakistan. The head office of the
ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan. Every Organizational
whether its multinational, private business or Govt. Offices depend on its people.
Telecom industry is growing in Pakistan with new companies is getting license
the competition is though as a result is the consumer is getting benefits and
enjoy low call rates. With a population of 15 million countries Ufone is one of the
best telecommunication networks that generate revenue. Ufone Company
commenced its operations under the brand name of Ufone from Islamabad on
January 29 2001. Ufone Provide two kinds of Services that is Ufone Prepay and
Post pay. In postpaid they provide a lot of packages such as Uwon, Ushare.
Public Demand etc. in post paid they provide a Black berry, payment choice,
value added service etc.
Ufone has always played a vital role in the development of cellular market in
Pakistan. It has been a step ahead in introducing a innovative product in the
market. Ufone adopted the policy of simplified tariffs with no hidden charges.
Ufone targeted the middle class, by introducing low rates. Ufone has network
coverage in more than 5885 locations and across all major highways of the
country. Mobilink has 910,000 subscribers and Ufone has 565,000 subscribers.
According to the latest marker survey there is 70.64% annual growth in this
sector. So when Ufone will change their technology the market is open for them
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because their prices are low and they are catering to middle and lower middle
class which has quite big ratio in Pakistan.
ACKNOWLEDGEMENT
First of all we are thankful to Almighty ALLAH for giving us much cooperation and
supporting parents who has given us this opportunity to study here. I would like
to thank Ms. Ameena Zafar for giving us the confidence and opportunity to prove
ourselves.
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INTRODUCTION
The company commenced its operations under the brand name of Ufone
from Islamabad on January 29 2001. Ufone expanded its coverage and has
added new cities and highways to its coverage network. After the privatization of
PTCL, Ufone is now owned by Etisalat.
During the year, as a consequence of PTCL’s privatization, 26% of its
shares were acquired by Emirates Telecommunication Corporation (Etisalat).
Being part of PTCL, the management of Ufone has also been handed over to
Etisalat. During the years, Ufone continued on the path to success. The
Company further expanded its coverage and has added new cities and
highways. Ufone has network coverage in more than 5885 locations and across
all major highways of the country.
During the year Ufone adopted the policy of simplified tariffs with no hidden
charges, which resulted in positive impacts on the usage trends of subscribers as
well as total subscriber base, which has increased to 19.4 million. Ufone currently
caters for International Roaming to more than 230 live operators in more than
130 countries and introduced International roaming facility for Prepaid
subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore,
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Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka, Belgium
and Kuwait with lowest rates, featuring no security deposit and activation
charges. GPRS Roaming facility is available with more than 115 Live Operators
across 85 countries.
0The company has also been awarded a new License for providing cellular
services in Azad Jammu & Kashmir and Northern Areas.
HISTORY
In 1990, Pakistan introduced its first mobile phone service called “Paktel”. After
eleven years in January 2001, a new cellular company with GSM technology
came into the market and they named it Ufone. The government of Pakistan
granted them the license of Pak Telecom mobile limited to operate GSM 9000 all
Around Pakistan. Ufone succeeded to establish itself in the market by providing
quality service at low rates. After it’s opening, initially they started their service in
major cities like Rawalpindi, Islamabad, Karachi and Lahore and on major
highways. Later the service expanded to other major cities like Peshawar, Quetta
and different towns.
Ufone invested around $ 65 million to setup its modern technical infrastructure to
provide high quality crystal clear voice and fast data transmission. Ufone targeted
the middle class, by introducing low rates and different packages with Urdu
names like Jazba etc to attracted lower and middle class people. Ufone has
expanded its customer support in a very organized manner with a planned
network of dealers, outlets for people convenient. Ufone is committed to care for
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its customers even after they have acquired a new connection. Ufone not only
focused on the technical capabilities, but to provide subscribers a convenient to
get connections and services. Ufone recently started GPRS through which users
can connect themselves to the global village via Internet, also introduced
multimedia messaging services and worldwide SMS at flat rates. Not only SMS
but also provides Ufone Info service through which user can get latest
information about news, sports, religion, horoscope, stock exchange etc even live
sports updates. The tariff packages have been designed keeping in mind the
requirements of every segment of the society may that be a housewife, a taxi
driver, a trader or a student. Ufone started its operation from Islamabad on 29th
January 2001. Cellular industry performance in Pakistan before the launch of
Ufone was quite dismal, with one of the lowest population penetration rates in the
Whole region. Ufone’s strategy from the day one was to change this scenario
and ensure that mobile phones are turned into an everyday business and
personal communication tools for all. This approach brought about a revolution in
the market; increasing its size five fold in a mere two years.
Ufone’s own performance in these two years has been exemplary, as it
surpassed all financial and marketing goals. Despite Ufone’s strategy to provide
a high standard of service rather than increasing subscriber base without
capacity, it has achieved a substantial market share in a market ten years older
than itself.
HEADQUARTER
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The head office of the ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan
and it covered area is 2336 cities of Pakistan, GT Road, Super Highway &
Motorway.
MISSION
"Ufone, it's all about U! We are, where you want to be…
…At Ufone we aim to provide you with wider coverage, superior connectivity,
clear signals & voice quality. Wherever you are, Ufone keeps you connected."
Vision
“To be the leading telecommunication service provider in Pakistan by offering
innovate communication solutions for our customers while exceeding
shareholder value & employee expectation.”
OBJECTIVES
Ufone because it is a dynamic organization with a powerful culture that allows
people to make the most of their skills, personality and career. I developed such
knowledge and skills which directed to my career.
Customer Service
Ufone is proud to have an efficient and friendly customer service through 21
company-owned Sales & Customer Service Centers and nearly 250 franchisees
across the country. The outlets are able to service the customers with innovative
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solutions, and are empowered with Web based franchise management systems.
Ufone is poised to face the ever increasing challenges of the market and is
confident it will attract new customers. It has the ability to retain its existing
customer base with a high level of customer satisfaction via optimum network
service and a 24 hour call center facility.
Sales & Services Center
Ufone Sales & Service Centers have been set up to provide you quality services
all under one roof so you can walk in to any Ufone Sales & Service Center for
services like:
o Connection purchase
o Bill payment
o SIM Activation
o Number blocking in case of lost or stolen SIMs
o Number change
o Address change
o SIM replacement
o Ownership Changing
o Product / package change
o Connection closure
o PIN / PUK code number inquiry
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o GPRS
o IR activation
o Missed Call Notification
o Call Forwarding
o Conference Call
o FNF Activation / Changes
Brand
While keeping its tradition of being the trend setter in the industry, Ufone
changed the image of mobile phones from a luxury only affordable by the elite, to
a necessity affordable by the common man. Since its inception, Ufone has
positioned its brand for masses. In keeping with the upcoming competition and
market dynamics, Ufone increased its focus on the youth segment (which
comprises 50% of the population), with the Prepay brand. By designing market
focused products, Ufone’s brand team launched aggressive campaigns, which
further increased the brand equity. The new brand image gained huge popularity
amongst the targeted market. A recent marketing survey conducted by a
prominent marketing research company showed that Ufone has considerably
increased its brand visibility and image. Ufone’s Prepay brand is now considered
to be one of the most favored brands by the youth market and is followed by
other mobile operators launching their respective brands for the youth market.
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Performance
As mobile users in the country have reached over 28 million at a very rapid pace,
Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a
subscriber base of around 6.5 million and a market share of nearly 25%. Ufone
has seen a subscriber growth rate of over 200% in the last year, and since the
start of 2005 Ufone added nearly 5 million subscribers onto its network. A
remarkable achievement indeed, especially considering the fact that two new
international players also entered into the market in 2005. Subsequently the
growth in subscriber base caused a healthy trend in revenues which have
doubled.
Departments in Ufone
The Following departments are currently working:
o Human Resource Management
o Marketing Department
o Commercial Department
o Sales Department
o Finance Department
o Payroll Department
o Information Technology Department
o Engineering Department
o Administration
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o Auditing Department
o Customer Care
Products
Ufone offer both prepaid and postpaid services. The following are the services of
Ufone.
Prepaid
Ufone markets its prepaid services as “Prepay”.
Ufone Prepay is more affordable. Its primary market
is intended towards teen agers and students. Following are some of the
prepaid packages of Ufone.
Packages
o Life plus Package
o Prepay Life
o Life Value
o Josh
o UCircle Life
o UCircle Life Plus
o URock
o Public Demand
o Paanch Ka Pandrah
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o Ghanta Package
o UWon
o Teen minutes Package
o One Number free Package
Post paid
Postpaid services are marketed by the name
“Postpay”. These services are mainly targeted
towards the business community of the country
SMS Packages
Packages 1 165 25+tax
Package 2 500 50+tax
Package 3 1000 75+tax
Package 4 8000 80+tax
Package 5 unlimited 3+tax per day
Price
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As compare to other telecommunication companies, Ufone offers its services
with lower and affordable rates. The price of product matters in the market but
low price with high density service is not an easy task to accomplish. For the
satisfaction of valued consumer Ufone merged the low Price and high density
services with wide network.
Both, the Prepay & Post pay tariff are being defined as follows:
PROMOTION:
For the promotion of product, print media, electronic media, billboards, broachers
and leaflets has been utilized for the awareness of various customers. Ufone
promotes its services / schemes to their users and general public via using
various types of promotion channels. Through the advertisements people get
awareness about the product and are able to choose the best one for fulfill their
requirement in Mobile Telecommunication.
Electronic media and billboards are the key sources for the promotion of Ufone.
Different kind of advertisement can be seen on Television and billboards. Ufone
is also a co-sponsor of Cricket World Cup 2007.
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Advertising campaign is special and impressive than other cellular companies,
like concept, models, colors scheme and visualizing. The advertisement of post
pay has been very much attractive for the business class customers with the
slogan of endless possibilities. Ufone website (www.ufone.com) contains bunch
of information about the product, services, coverage, placement, and value
added services. Website is playing a leading and significant role for the
promotion of product.
Cards Review
Market share
With the monthly additions average around 2.5 million subscribers, 2007 has
been a phenomenal year for the mobile market growth in Pakistan. Here’s a look
at the numbers (from PTA site) for the first 8 Months Of 2007. A quick analysis of
this data reveals few trends about market leadership. Mobilink gained the most
subscribers (5.45 million) in this period. Its market share has been decreasing
gradually but that’s expected with the increase in competition. Telenor was the
fastest growing company, 45% of their current subscribers (5.35 million) were
gained this year. No doubt that Telenor has emerged as a strong contender. It
took a small lead over Warid in March and has been able to maintain it. The rate
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of growth for Ufone has been impressive as well. It gained 5.32 million of the
approx 20 million new subscribers in first 8 months of this year in Pakistan.
Paktel has been barely able to reverse the negative trend of subscriber losses.
SLOGANS
One of the main reasons of the popularity of the Ufone is to use slogan to attract
the customers. The Slogan of Ufone in Urdu is “Ufone Tum Hi to Ho", In English
"it’s all about U”
Competitors
The following are some competitors of the Ufone
Mobilink (Jazz)
Telenor
Zong
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Warid
Mobilink (Jazz)
Mobilink GSM a subsidiary of Orascom Telecom started its Operations in 1994
and has become the market leader both in term of Market Share and also the
largest customer subscriber in Pakistan. To achieve the objective they offer both
post pay (Indigo) and prepay (Jazz) services to their customer.
Jazz is an amazing prepaid service that allows freedom from monthly bill and
gives complete control over the customer’s cellular expenditure. The user can
decide in advance when and how he wants to spend. He can load a scratch card
whenever he wants and talking. Mobilink have 13 more products given below.
o Mobilink Indigo Mobilink Jazz
o Mobilink PCO Mobilink Black Berry
o Mobilink Wimax Mobilink TV
o Mobilink Game on Jazz Cricket Sim
o PSO Card PIA Reservation
o Stock Watch Corporate SMS
o SMS Advertiser Fax Mail
SWOT Analysis of Ufone
Every Organization has some Strengths, Weakness, Opportunities and Threats.
Strengths and Weakness are the Internal Factors and Opportunities and threats
are External Factors.
STRENGHTS
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o They have the latest technology as compared to any other mobile
company
o As government is backing them they can get as many fund as required by
them to introduce the new technology
o Good quality service
o Pakistan's second GSM network
o Established customer base including lower middle class
o Less rate than competitors
o Only company present in all four provinces
o Highly motivated and trained work force
o Offering products like mobile office, mobile Internet and MMS
WEAKNESSES
o Less coverage in remote areas
o Not targeting the rural areas at the moment
o No proper planning to cater the excessive demand
OPPORTUNITIES
o They can start their services in other cities of Pakistan
o As they are the subsidiary of Pakistan telecommunication limited, they can
acquire as much fund needed to improve their technology
o They can also target corporate sector
o New Technology
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THREATS
o Legal environment, government interference
o PTCL has been given license for cellular operation
o Mobilink is also going to introduce some new technology and committed to
invest more in Pakistan
o Paktel, Mobilink and Telenor phone have more coverage in different cities
of Pakistan then Ufone
o High taxes are imposed on the cellular industry in Pakistan
o Paktel also now has the GSM technology that is another threat for Ufone
Target Market
Ufone has the target market concerning youth in the nation. This target market of
youngster comprises 40% of the population. Ufone has targeted the corporate
class for which the Ufone is customizing the packages in order to preserve the
existing small businessman.
Gender: Both Male & Female
Target Class: Middle & Lower Middle Class
Targeting: Mainly they are targeting to youth, if we look at their ads,
which are shown on the TV, we got the clear idea.
Income Group: Rs. 15,000 & above
Research Methodology:
We adopt the following method to collect the data
o Primary Data
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o Secondary Data
o Internet
o Newspaper
o Broachers
o TV Commercials
o Questionnaire
o Interview
Level of priority
o Low cost
o Value added services
o Packages
o Customer services
o Better quality service (connectivity and coverage).
Cellular Subscribers
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CONCLUSION
Telecom industry is most growing industry of Pakistan still huge investment
required for coverage. The market also has strong competition after the entrance
of China Mobile Company as player. Competitors are hiring professionals to
entertain the consumer which is resulting technological implementation and value
added services. People are worried about call rates they don’t prefer any
particular company. Consumer searches good service with lowest call rates,
although companies are minimizing call rates this will result more growth in the
market. Ufone bring amazing packages to attract the customers. Ufone promote
their product through TV commercial, Newspaper, Radio, Internet etc. The choice
of people is Ufone because Ufone price level is low and affordable that every one
can say “it’s all about U”
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Reference:
www.ufone.com
www.scribd.com
www.pta.gov.pk
www.pakboi.gov.pk
www.telecompk.net
Broachers
TV Commercial
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