UFONE STORYUFONE STORY

THE OLD BRANDTHE OLD BRAND

• Ufone was Launched as a Low End Brand

– Cheap

– Promotions had been targeted at Low-End

– Corporate Segment had not been focused, although the Product was State of the art

• No Element of Aspiration• No Element of Aspiration

• No sustained visibility

– No Outdoor visibility

– Selling was stopped for long periods, losing precious ground in terms of market share and family size

Awami Brand

No Element of Aspiration

INITIATIVES IN BRANDINITIATIVES IN BRAND

• Building credibility / equity in an environment where there is product and price parity.

• Revamping the Ufone Brand

• Increased focus on Corporate Segment

• Sustained visibility• Sustained visibility

– Outdoor visibility

– Electronic / Press ads

The Old Ufone logo had strong associations of an Awami brand

Brand Imagery being the key differentiator a new Ufone brand ID with new

Imagery was launched

NEW UFONE LOGONEW UFONE LOGO

RERE--LAUNCH OF THE UFONE BRANDLAUNCH OF THE UFONE BRANDRERE--LAUNCH OF THE UFONE BRANDLAUNCH OF THE UFONE BRAND

Press ads Posters, mobiles

& tariff dispensers

Website

Ufone - New Look

Further reinforced a year later to keep on building Further reinforced a year later to keep on building

the brand equity

PREPAY PREPAY –– NEW PREPAID BRAND NEW PREPAID BRAND

LAUNCHLAUNCH

REDEFINING THE UFONE OFFERINGREDEFINING THE UFONE OFFERING

From price competitiveness to a brand that commands loyalty and pride; it’s not just a price game anymore!

– Brand and image building

– Understanding the needs of the consumer and delivering value accordingly

– Youth factor– Youth factor

Keeping in mind the upcoming competition & market dynamics of

major mass segment being

‘THE YOUTH’‘THE YOUTH’

Ufone introduced Prepay as the prepaid brand under the Ufone

umbrella as the Urban Youth Brand catering to the needs of our

upcoming youth

Ladies and Gentlemen! Welcome to Life

Be yourself, be free to experience fun and excitement, be as expressive as you want, live life to the fullest and enjoy every moment of it. Prepay Life keeps you connected with rates that are beyond compare. It’s the complete meal for your hunger to stay in touch all the time every time.

Prepay Life offers unmatched benefits like:

- Late Night Calls

- Discounted SMS and Weekend Calls

BLITZ YOUR CAREERBLITZ YOUR CAREER

WITHWITHWITHWITH

UFO�EUFO�E

�Philosophy and Value

- Solid commitment to growth

- Consumer focus

- No compromise on quality

Integrity : We do the right thing.

Mutual Respect: We trust and respect each other

Teamwork: We work together to get the job done.

Creativity: We seek creativity and “outside the box” thinking Creativity: We seek creativity and “outside the box” thinking

Empowerment: We enable our people to make decisions

Subscriber base has increased from 800k to above 16 million since

2004

Growth – Our Customers

Ufone Subscriber

2001 2002 2003 2004 2004 2006 2007 Jan-08

Cellular Market Share – Jan’ 08

Source: PTA

� Ufone’s revenue has

increased by more than

100% since 2004

� Ufone is investing heavily in

Growth – Operating Revenues

� Ufone is investing heavily in

infrastructure and other

expansion & development

projects

� Ufone’s human resource

has grown by more than

80% since 2004

� Increase in HR is

Our Human Capital has made it Possible!

Ufone HR Growth

PERSONS

� Increase in HR is

necessary to support high

growth!

2005 2006 2007 2008

YEARS

PERSONS

Recruitment @ UfoneCV Bank

•Walk in CV

•Online CV (Head Hunters)

•Ufone Website (Career Portal)

Initial Short listing by HR Dept

Interview – Line Manager (Concerned Dept)

Interview – HR Dept

Interview – Panel Interview

•HOD (Concerned Dept)

WE DON’T HIRE DEGREE

WE HIRE ATTITIDE

Leading the Turn around

►We provide:

� Challenging work environment

� Career advancement

� Competitive pay structure

� Reward & recognition programs� Reward & recognition programs

Thank You

Disclaimer: The facts and figures given in this presentation are true as on April 7, 2008.