Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in

1994, and has become the market leader both in terms of growth as well as having the
largest customer subscriber base in Pakistan - a base of over 28 million and growing. We
pride ourselves on being the first cellular service provider to operate on a 100% digital
GSM technology in Pakistan that also provides state-of-the-art communication solutions
to its customers.

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, we offer both postpaid (Indigo) and prepaid
(JAZZ) solutions to our customers. Compared to our competitors, both the postpaid
(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan
Cellular industry.

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 10,000+ cities and towns nationwide as well as over 130 countries
On international roaming service. In other words, we speak your language, everywhere.

The company directly employs over 4,000 people and has the largest distribution network
with 200,000 outlets across Pakistan. Mobilink corporate social responsibility program
contributes significantly in key areas of health, education, social uplift and cultural
development causes in Pakistan and the company is the official cellular service of the
Pakistan Cricket Board. Mobilink is the only corporate in Pakistan to issue a 'high-yield'
bond worth US$ 250 million in the International Market and has portrayed a positive
image of the country as a secure destination for business activity.
Mobilink, a subsidiary of the Orascom Telecom Group is Pakistans leading cellular
service and market leader with an unmatched customer base of over 30 million
subscribers.

Mobilink has successfully achieved a record subscriber growth of 40 % in 2007 and with
over 6000 cell sites, has coverage in over 7,000 cities, towns, and villages, through out
Pakistan. International roaming is available in over 127 countries with more than 300
partner operators, and the companies investment to date, is over US $2.5 billion. It
directly employs over 4,500 people, and facilitated through an integrated technology
infrastructure, has the largest distribution network of over 200,000 retail outlets across
Pakistan. The company is a carrier-class nationwide connecting service with its 6,500
kilometers fiber optic backbone, and is leading the Mobile Commerce revolution with its
first lifestyle application, Genie which enables customers to pay utility, telephone bills
and top-up prepaid credit through their mobile phones.

Through The Mobilink Foundation, the companies corporate social responsibility

program contributes significantly in the areas of health and education. The company is
also the official cellular service of the Pakistan Cricket Board and the leading Blackberry
communication services provider in Pakistan.

The Mobilink team is dedicatedly working each day to connect the unconnected and
achieve milestones that make history. Each Mobilink moment entails a new challenge, a
new moment of happiness, a new sense of achievement and a new success.
Messaging Framework

The messaging framework connects the operational services to the telecoms

infrastructure used to deliver messages.
 Short codes can be shared or dedicated to a particular client or service.
 Messages are routed intelligently according to keyword matching and the user's past
interactions.
 Content message formats include: SMS, ring tones and logos, EMS, MMS
(multimedia messages), J2ME and Wap Push.
 Support for industry standard messaging protocols: XML, SOAP, SMPP and
HTTPS, for connection to any network SMSC or messaging aggregator.
 Centralized logging and billing of messages and delivery reports.
 Supports request-response, peer-to-peer, and one-to-many messaging, or any
combination.
 Standalone MMSC, independent of networks, allows cross network MMS.
 Automatic routing of messages through premium (reverse billing) or non-premium
channels.

Modules

A module is a self-contained messaging application, defining the interactions with the

end-user. A service is an instance of a module, created and configured by the client.
 Element contains a number of modules.
 Additional modules can be readily developed by Carbon Partners for specific
requirements.
 Each service is identified by a keyword.

Billing Engine

The billing engine enables any mobile service you create to be revenue generating.
 Connected to all regional networks through proprietary premium short codes
 Supports both MO and MT (mobile originated and terminated) payments, IVR and
debit/credit and other prepay cards.
 Micro-payments for subscription and pay-per-play billing models.
 Turnkey integration into multiple tariffs on any telecom network
Administration Interface

The administration interface allows the client or operational team to manage their
services by logging in to a secure web interface, where they are presented with:
 Service creation and deployment
 Real time data collection and presentation
 Aggregated reports for service analysis and review, by time, by service, by client,
presented in numeric and graphic format, and available for download in excel.
 Individual customer records across all activity, including contact details, message
logs, profiling and expenditure detailed financial analysis by client and by service.
Includes breakdown revenue and costs across premium billing, license payments,
messaging costs. Summary reports available to partners and clients

Content Management System

Installing pre formatted mobile content into the Element platform utilizes a standard file
upload procedure. Once within the platform, content can be fully managed:
 One click upload, suspend or delete for content availability
 Visual / sound library of all content
 Optional premium charging facility
 Download tracking and analysis by date, time and service, presented in numerical
and graphical format

Customer Management

Element tracks all individual user interactions with the platform. Detailed and aggregated
information on user behavior provides the management information required to guide
future service development and revenue maximization strategies:
 Unique user ID automatically generated for all users
 Complete history of service interactions from initial contact
 Full message logs, including date, time and content
 Auto capture for mobile handset number, make and model
 Complete financial expenditure record and breakdown by time, client and service.
SWOT analysis
SWOT analysis is a strategic planning method used to evaluate the strengths, weakness,
opportunities and threats involved in a project or business venture. It involves the
specifying the objectives of business ventures or projects and identifying the internal and
external factors that is favorable and unfavorable to achieving that objective. This
Technique is credited to Albert Humphrey who led a convention at Stanford University in
the 1960s and 1670s using data from Fortune 500 companies.

Strengths: attributes of the person or company that is helpful to achieving the

Objectives.

 Weaknesses: attributes of the person or company that is harmful to achieving the

Objective.

 Opportunities: external conditions that is helpful to achieving the objective(s).

 Threats: external conditions which could do damage to the objective(s).

SWOT analysis of Mobilink and Evalutaion

Basically Mobilink hire from reference so SWOT analysis is based on this source. What
they lose due to this source and what are the advantages of this source are discussed
below:

STRENGTHS

•Considered very strong and reliable

•Captured most of the potential customers (28 million and growing)

•Covering over 10,000 cities, towns and villages across the Pakistan

•First operator to introduce IR for the people of Pakistan

•Only cellular service in Pakistan to provide coverage on the M2 motorway.

•A very strong brand image

•Highest market share not only in terms of number of subscribers but also in terms of
revenue.

•Mobilink has signed bilateral roaming agreements with 50 operators around the world to
have true roaming service operational in over 42 countries of the world.

•In order to facilitate its international Roaming subscribers traveling to USA and Canada.

Mobilink is offering Motorola Timeport Triband (TT) handsets on rental basis. These sets
are available at all Mobilink's Customer Service centers.

•Mobilink's short message service center allows Vehicle Tracking and Fleet (VTF)
Management services

.• Large number of corporate customers

WEAKNESS

•Currently providing not good quality service because of changing their network from
900 MHz to 1800 MHz.

•Fewer advertisements now days.

•Most expensive telecom company both in call rates and SMS

•Engineering department of Mobilink is not that well competent as compared to its new
competitors.

•Customer retention Side is weak due to expensive packages

OPPORTUNITIES

•Can expand its networks in the uncovered areas

•Services in the future can be

•Telephone

•Wireless

•Calling Cards

•Mobile Phone Banking

•Before start of new companies can target as many new customers as they can.

•Can lower prices to make business difficult for new companies

THREATS

•New market players are coming in near future.

• New companies can offer packages for corporate customers in better way
.• Wireless local loop service providers too targeting areas
which are less developed.

• Current price war may reach at a position where only brand names survive.

• Due to expensive quality of service now a days customers can shift to other companies.

•Employee retention is also issue because mobilink fired 1000 employees in October
2008.

•Loss of loyal customer