Apllication of Marketing on Mobilink Infinity

2. Presented By
Syed Laraib Imtiaz
Muhammad Nabeel Haider Khan
Zeeshan Zaki
Presented To
Naveed Illyas

3. Introduction
• A subsidiary of Mobilink GSM
• Is a wireless broadband ISP of Pakistan
• Based in Karachi
• Started operations in 2007
• Infinity service was launched in 1st qtr of 2008
• Later acquired LinkdotNet as well

4. Services
• High speed internet in Karachi region
• WiMax based
• Landline based
• Our focus is on Wimax based service associated
with the brand Infinity.

5. Customer Perceived Cost
• Time cost
– Service can be activated within 12 hours
• Psychic Cost
– Varies from person to person
– Used to be status booster but not anymore
– 7 day trial period to reduce psychic cost
– There was a time Infinity was available to 3k a month
• Energy Cost
– Next to no energy cost as bill payments / orders can be
made online / via phone and even scratch cards
• Monetary Cost (discussed in detail in pricing sec)

6. Customer Perceived Value
• Image Value
• High image value: Brand name MOBILINK
• Word of mouth testimonials
• Personnel Value
• Excellent Post sales / Pre sales services
• Mostly contact center based
• Service Value
• Services quality varies from region to region
• Extremely reliable

7. Industry Analysis
Mobilink Infinity
Market share comparison 2009 ~ 2010 (figures by PTA)

8. Industry Analysis
Mobilink Infinity, 4%
Market share comparison % (figures by PTA)

9. Industry Analysis
Volume growth of the industry of past 5 years (figures by PTA)

10. Industry Analysis
Expected growth rate (figures by PTA)

11. Industry Analysis
Technology Pool and share (figures by PTA)

12. Industry Analysis
Fixed vs Wireless Technology 2009 ~ 2010 (figures by PTA)

13. Broad-band Penetration

14. Macro Economic Factors
• Floods / Taxes have affected buying power
• Recession / Inflation
• Industry will grow as the impacts diminish
• Govt. support to Wireless BB operators essential for
equal penetrating opportunity (Dependency on PTCL)
• Funding required for laying advanced fiber cables
(Infrastructure Development)

15. Micro Economic Factors
• Decreased sales in 2010 (just 3% growth compared to lowest among
competitors being 110%)
• Ineffective promotions
• Marketing Intelligence for facing competition by new entrants
• Focus Shift for expansions and Re-Assessment of product
• CPE is a major cost and is funded by the company
• Bandwidth requirement in case of increment of average users in
particular area.

16. Consumer Behavior
Differences Involvement High Involvement Low Involvement
Significant Differences between Complex buying behavior Variety-seeking buying
Brands behavior
Few Differences between Brands Dissonance-reducing buying behavior Habitual buying behavior

17. Consumer Behavior
• Dissonance Reducing
• High-involvement
– Reliability and speed is of core importance
– People depend on internet services a lot in the
modern age
• Few differences
– Features and prices are identical
– There is a lot to choose from

18. Consumer Behavior
• Consumer feedback varied from location to
location as the quality of service depends on the
coverage
• Consumers very easily switch to competitors
product.
• Post sales service is extremely important

19. Product life cycle
• Limited data of two years is not good judge of position in PLC curve
• Infinity is in growth stage but faces pre-mature stagnation
Mobilink Infinity Growth
40000
35000
30000
25000
20000
15000
10000
5000
0
2007 2008 2009 2010 2011

20. Consumer Behavior & PLC
• Recommendation
– Service should be un-interrupted and quality shouldn’t vary
depending on areas which is a challenge
– More competitive pricing
• More service plans / packages
– Introduce favorable plans for students
– Post Sales Customer Care and feedback should be triggered to assess
the dissonance level before subscribers start switching en-masse.
– Limited Time Value offers for existing customers be announced to
retain their interest.
– Limited time offer for insured “Zero Down-payment/Activation”
package for CPE should be considered.
– Enhancing services to include Unlimited Download package or
limited time period “Unlimited Download” promotion is
recommended to reduce customer post-purchase dissonance.

21. Segmentation
• Demographic Segmentation
– High – middle / Low income earners
– Educated / Uneducated
– Tech savvy / Non tech savvy

22. Targeting
– High – middle / Low income earners
– Educated / Uneducated
– Tech savvy / Non Technical
Potential customers include:
– Students
– Executives / Home workers
– etc

23. Positioning
• In the eyes of the company
– Reliable
– Quality service
– Excellent customer support
• In the eyes of the customer
– A reliable internet service for some & for most its
quality is suffering based on WOM feedbacks
– Good quality but comparatively expensive.

24. Positioning Map
• Based on PTA QoS survey 2010 price vs PTA rank (technology-neutral)
• 1= lowest, 5= highest
Perceptual Map / Positioning Map
1700
1500
MOBILINK
INFINITY
1300 WITRIBE
WORLD CALL
WATEEN
1100
PTCL
900
700
500
0 1 2 3 4 5 6

25. Product Mix
• Mix width = 2
• GSM Services and Broadband Services
• Line depth = 4
• 4 different packages of Infinity
• Mix Length = 4
• Infinity, DSL, JAZZ and Indigo
• Product Life Cycle Stage
– Infinity is in growth stage.
– Expanding to Other cities as well.
– New competitors have entered
– There is fierce competition

26. Product Mix
Broad Band Internet Mobile-based Internet
Infinity Wi-Max GPRS Internet
Basic 512K
Optimum, 512K
(Volume Buckets)
Basic 1M
Optimum 1M
Infinity (Link Dot Net) DSL WAP Internet
Basic 512K
Optimum, 512K
(General Package)
Basic 1M
Optimum 1M

27. • Pricing
Creating Value
Package Name Speed Data (GB) Amount (Rs)
i-512K Basic 512 Kbps 7 600
i-512K Optimum 512 Kbps 15 1100
i-1M Basic 1 Mbps 7 800
i-1M Optimum 1 Mbps 15 1400
Line Rent 100
Free Minutes (On Any
Network) 100
Infinity to Infinity Unlimited
Calls to Mobilink GSM 1
Off-net Mobile Calls 1.5
Off-net Fixed Line Calls
(PTCL/WLL) 1
100 Minutes
in Rs. 100
(On Any
Voice + Network)
• Activation Charges: 1500 with Wifi CPE and 500 non Wifi CPE.
• USB Dongle Charges 3,999

28. Distribution Channels
• Franchises
They are not owned by Mobilink but they have given them
authority to sell Infinity
• Customer Care Centers
Solely owned by Mobilink to cater customers in supporting
help them for buying a product and giving them complete
comprehensive detail about Infinity
• Corporate Sales Representative
To cater business units and sectors by personally visiting
the target company that requires broadband services for
their offices
•

29. Communication
ADVERTISING SALES PROMOTION PUBLIC RELATIONS PERSONAL SELLING DIRECT MARKETING
Print and broadcast
Fairs and trade shows Annual reports Sales presentations Telemarketing
ads
Brochures and
Exhibits Sales meetings E-mail
booklets
Demonstrations SMS to Mobilink VAS
Billboards Incentive programs
through Kiosk Users
Augmented with other
Display signs Fairs and trade shows
products

30. Communication

31. Recommendations
• There is a need to promote the services rigorously.
• New packages should be introduced
– Special packages for students etc.
• Expand to other cities.
– Lahore, Islamabad
• Need to start advertising on Electronic Media as well.
• Expansion to Data Sims (eVDO SIMS) for Using Mobilink Backbone similar
to PTCL strategy
Developing Enhanced Wi-Fi to allow users with Wi-Fi enabled devices to
use their network in urban areas without procuring a new device

32. Summary of Recommendations
• Mobilink must induct EvDO to cater to the needs of potential new users.
• Mobilink may work to obtain a separate downlink/flag-point license or
purchase significant shares of PTCL DSL operations to enable a synergy for
DSL based connections and PTCL infrastructure reliance.
• The Infinity package requires adequate promotion on television like
Wateen, PTCL DSL, WorldCall and Wi-tribe. Mobilink should consider this.
• Sourcing of a low cost CPE/Wi-Max Dongle device provider is necessary for
reducing associated down-payments financial obligations in case of
redundancy and slavage.
• Mobilink can launch Data SIMS for LAPTOP users expanding covering
without much effort and investment.
• Mobilink must transfer all of its Internet dependency on its own
infrastructure and work on 3G and 4G systems for faster Internet Service.

33. Summary of Recommendations
• Mobilink Infinity must be spread to other cities and utilize Mobilink’s own
network (the largest in Pakistan). The coverage
• Mobilink should consider acquiring Qubee to reduce the competition its
current Wi-Max line faces. This is the same strategy it used previously to
buy Link Dot Not DSL services and City Cable Network HFC services.
• Unlimited download package must be introduced and special discounts for
learning teenagers should be announced.
• Higher speed internet architecture and technologies need to be screened
and/or tested by Mobilink for any potential future capital investment.
• Customer feedback and post-purchase dissonance for QoS must be
handled delicately and improved.
• Replacement infrastructure to PTCL for downlink. Disruption in supply to
Mobilink results in transfer of dissonance directly to Mobilink Infinity
Users.

34. Q&A
THANKS!!!