1. Management Report
Mobilink GSM
Presented to
Asif Khan
Business Communication
Institute of Business Management
By
Ahmed Aslam Khilani (12427)
Mehmood Alam (12551)
Nabeel Ahmed Khan (12428)
Tariq Fahad (12581)
Zeeshan Valliani (12543)
MBA Executive
Section C
August 20, 2011
3. Letter of Acknowledgment
August 20, 2011
Dear Readers
We are thankful to Almighty Allah for giving us the strength and capability to complete
this report on “Mobilink GSM.”
We would like to thank our course instructor Mr. Asif Khan for putting in all the hard
work in this course to make it a memorable experience for all of us. We appreciate his
guidance and shall appreciate the valuable feedback on this report.
We are highly obliged to the following individuals who shared their valuable time from
their busy schedules in order to guide us through the report;
Name: Osama A. Khan
Designation: Associate Human Resources
Mobilink GSM
Name: Minhaj Ahmed Nomani
Designation: Senior Coordinator
Mobilink GSM
Sincerely,
Ahmed Aslam Khilani
Mehmood Alam
Nabeel Ahmed Khan
Tariq Fahad
Zeeshan Valliani
3
4. Letter of Transmittal
August 20, 2011
Mr. Asif Khan
Lecturer Business Communication
Institute of Business Management
Dear Mr. Khan,
Presented is our report on “Mobilink GSM.” The project involved conducting a report on
the management of the mentioned company and is prepared according to the guidelines
provided during the semester.
We would like to thank you for providing us the guidelines & suggestions which enabled
us to complete this report as our final project. Our team has worked vigorously on this
project to bring you the accurate and reliable results.
Sincerely,
Ahmed Aslam Khilani
Mehmood Alam
Nabeel Ahmed Khan
Tariq Fahad
Zeeshan Valliani
4
6. AN INTRODUCTION
Mobilink GSM registered as Pakistan Mobile Communication Limited (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 24 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.
Mobilink provides the most extensive network coverage footprint across Pakistan
through an integrated technology infrastructure in more than 10,000 cities,
towns, villages, and countless remote destinations, including International
Roaming in 110 countries through 300 partner operators.
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$ 250million in the
International Market and has portrayed a positive image of the country as a
secure destination for business activity.
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7. ORASCOM TELECOM
Holding S.A.E. ("Orascom Telecom") or ("OTH") was established in 1998 and
has grown to become a major player in the telecommunication market.
OTH is considered among the largest and most diversified network operators in
the Middle East, Africa, and South Asia, and has acquired in early 2008 a license
to operate mobile services in North Korea. Orascom Telecom is a leading mobile
telecommunications company operating in six emerging markets having a
population under license of 430 million with an average penetration of mobile
telephony across all markets of approximately 40%. OTH operates GSM networks
in Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana),
Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH had exceeded
74 million subscribers as of March 2008.
In Pakistan, the Pakistan Mobile communications Ltd (“Mobilink”) started its
operations in 1994 and, until early 2001, had a market share of 40%. In April
2001, OTH took over management control of the company. As the market leader,
Mobilink serves more than 28 million subscribers, representing a market share of
38.5% (as of March 2008).
OTH has positioned itself as a leader in the region for its diverse GSM operations
with various GSM support and Internet operations. One of OTH's main strategies
is to create its own non-GSM subsidiaries to act as a backbone of support for its
regional GSM operations. OTH has achieved this by dedicating financial, technical
and management resources for supporting its subsidiaries. This includes network
support and installation of GSM operations, equipment procurement, handset
procurement and distribution companies, Value Added Services, and Internet
operations. OTH is dedicated to providing the best quality services to its
customers, value to shareholders and a dynamic working environment for its
more than 15,000 employees.
OTH established a strong presence in the GSM Association (the world's leading
wireless industry representative body) only five years after its inception. OTH's
Chairman and CEO, Mr. Naguib Sawiris, was selected to join the GSM
Association's CEO Board in 2002. OTH's stocks are traded on the Cairo and
Alexandria Stock Exchange (CASE), (under the symbol ORTE.CA, ORAT EY) and
on the London Stock Exchange (where its GDR is traded under the symbol
ORTEq.L, OTLD LI).
OTH is dedicated to provide the best quality services to its customers, value to
shareholders, and a dynamic working environment for its more than 15,000
employees.
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8. HISTORY OF MOBILNIK
Mobilink started its operation in 1994, and till early 2001, had a market share of
43%. OT took over management control of the company in April 2001 and
changed the overall market dynamics through its aggressive marketing strategy
and expertise. In less than two years time Mobilink grew by almost 400% with
market leadership of 53% market share (year end 2002). Mobilink was the first
cellular service provider in Pakistan to operate a 100% GSM technology as both
existing operators employed AMPS technology.
During the year 2002, Mobilink has progressed by leaps and bounds. Mobilink
started the year with 416,832 subscribers and 43% market share. With a
successful mix of strong brand image and sound financial status, Mobilink closed
the year with cumulative subscriber base of 952,174 subscribers. Mobilink ended
the year with a record breaking sales performance of 120,996 sales during the
month of December.
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9. MOBILINK’S VISION
"To be the leading Telecommunication Services Provider in Pakistan by
offering innovative Communication solutions for our Customers while
exceeding Shareholder value & Employee Expectations".
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10. MOBILINK’S MISSION
Creating an organizational environment that fosters professionalism,
motivation and quality
An environment that is cost effective and quality conscious
Services that are based on the most optimum technology "Quality" and
"Time" conscious customer services
Sustained growth in earnings and profitability
Professional Integrity
Customer Satisfaction
Teamwork
Company Loyalty
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11. MOBILINK GOALS
The Mobilink has a strong track record of delivering on ambitious goals. By 2011,
they aim to be one of the fastest growing mobile operators in the world,
with a strong broadband position in all markets, successfully developing new
services and adopting new and responsible business models.
The Mobilink has defined five strategic ambitions which it aims to achieve by
2011. These are:
1- To deliver increased profitable growth
The Mobilink aims to achieve a substantial revenue increase in years to come.
This growth will mainly come from existing businesses. They seek to increase
their core mobile and fixed voice revenues and explore broadband opportunities
in emerging markets. The Mobilink is also investing in adjacent markets, such as
basic financial services and machine-to-machine (M2M) communication
worldwide.
2- To strengthen our performance culture across the Group
In all operating companies, Mobilink will continue the successful practice of
combining a local approach with global expertise. This means that the local
management teams will build a unique performance culture based on their own
initiatives and in line with the Mobilink governance model, Codes of Conduct,
vision and values, our people policy and the way we work across borders. In
terms of Health, Safety, and Environment, our objective is to improve working
conditions and environmental management by having clearly defined standards
across our operating companies and supply chains.
3- To make responsible business a competitive advantage
Corporate responsibility at Mobilink will be part of managing risk and linked to our
core business. For example, the measures we have taken to fight climate change
are motivated both by our commitment to corporate responsibility and by an
enlightened view of associated business benefits and opportunities: what is good
for the environment is also good for business. Mobilink now has clearly defined
targets on CO2 emissions from its operations not just to help save our planet, but
to save energy and money.
4- To provide a superior customer experience
Faced with an increasingly competitive environment, Mobilink needs to
differentiate it self by providing a superior customer experience. In our vision
we’re here to help and core values (make it easy, keep promises, be inspiring, be
respectful), we put customer experience at the top of the agenda throughout the
Mobilink Group. One of our ambitions is to reach a situation where end-users’
brand preference is higher than the Mobilink market share for all operating
companies.
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12. 5- To ensure best practice benchmarking across the Group
Mobilink will undertake benchmarking and best practice sharing across the Group.
A global objective is to achieve a higher reduction in the average operational cost
per minute than the expected decline in average price per minute. The Mobilink
aims to achieve considerable continued growth in operating cash flow from all of
its operations.
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13. VALUES @ MOBILINK
Total Customer Satisfaction
Customers are at the heart of their success. They have placed their trust and
confidence in them. In return, they strive to anticipate their needs and deliver
service, quality and value beyond their expectations.
Business Excellence
The company strives for excellence in all that they do. We aspire to the highest
standards and raise the bar for ourselves everyday. This commitment to
delivering world-class quality translates into unmatched service and value for our
customers and all stakeholders.
Trust & Integrity
At Mobilink, we take pride in practicing the highest ethical standards in an open
and honest environment, and by honoring our commitments. We take personal
responsibility for our actions, and treat everyone fairly, and with trust and
respect.
Respect for People
Our relationships drive our business. We respect and esteem our employees and
all stakeholders. We believe in teamwork, empowerment and honor.
Corporate Social Responsibility
As the market leader, we recognize and fulfill our responsibility towards our
country and the environment we operate in. We contribute to worthy causes and
are dedicated to the development and progress of the society.
13
14. MAJOR ACHIVEMENTS OF MOBILINK
• ISO 9002 Quality Management System Certification for Billing, Engineering
Departments, and CS Contact Center
• Implementation of a full Intelligent Network (IN) platform from Siemens
for the prepaid platform
• Largest Call Center in Pakistan, which is there to assist the customers 24
hours
• Bilateral roaming in over 130 countries around the world with true
international roaming with over 300 operators across the globe
• First mobile operator in Pakistan to offer extensive GPRS Roaming and
• Blackberry Roaming services
• MOBILINK GSM's Short Message Service Center allows Vehicle Tracking
and Fleet Management services that are being provided by Trakker(Pvt.)
Ltd., under the brand name of C-Track, a company licensed by Pakistan
Telecom Authority (PTA). Trakker currently operates from Karachi but can
provide these facilities at all those locations where GSM coverage is
available
Programs
IR Coverage in UK
Mobilink now expands its international roaming coverage further in the United
Kingdom, a country which shows many different faces: pulsing city life and lonely
landscapes, old-fashioned customs and avant-garde culture, lovely beaches and
rough mountains. For cultural sightseeing as for nightlife, London is ceaselessly
thriving, and is the one place that features on everyone's itinerary. Scotland is
composed of moorlands, mountains and its famous town of Edinburgh, is set atop
an extinct volcanic plug. Undertake a trip to the world famous Loch Ness for an
encounter with its famous monster while in the region or visit Wales which offers
walking and climbing terrain, as well as special nature reserves.
GPRS Roaming in USA
Mobilink adds yet another key destination, USA to its GPRS Roaming footprint.
Now beside the basic call and messaging services, Mobilink postpaid customers
can also use data services at this destination. Simply select Mobilink’s partner
network, T-Mobile while in USA in order to enjoy unmatched GPRS and Blackberry
access.
GPRS Roaming in Germany
Mobilink adds yet another key destination, Germany, to its GPRS Roaming
footprint. Now beside the basic call and messaging services, Mobilink postpaid
customers can also use data services at this destination.
Simply select Mobilink’s partner network Vodafone (D2) while in Germany in order
to enjoy unmatched GPRS and Blackberry access.
14
15. First Cellular Service in Muzaffarbad
ISLAMABAD: October 20, 2005 – Mobilink, Pakistan’s favorite cellular service
provider became the first cellular company to start its operations in Muzaffarabad
in Azad Kashmir, responding swiftly to the President of Pakistan’s decision to
allow cellular companies to offer telecommunication services to earthquake
affected people of northern Pakistan.
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16. SERVICES
GPRS
Mobilink Mustt Services
SMS Messaging
Power Tools
Chat Services
Dedication Services
Mail Services
Info Services
IVR Ring tones/Logos
On Call Services
Missed Call Alerts
EXCEPTIONAL SERVICES
There are certain areas of Pakistan where PTCL connections are not available; the
PTCL cables have not reached yet, but Mobilink has service even in those areas.
• Providing services in 413 cities
• Best customer service in the cellular market
• Biggest Call Center in Pakistan, which is there to assist the
customers 24 hours.
• Only cellular service in Pakistan to provide coverage on the M2
motorway.
MOBILINK NETWORK
Years of Business 15
Cities 10,000+
Investment USD 1 Billion+
Switches 66
Cell Sites 6,300
Optical Cable Deployment 5,000 KM
Switches Nokia-Siemens, Alcatel, Huawei
Radio Base Stations Motorola and Alcatel.
Intelligent Networks Siemens
Microwave Equipment NEC and Alcatel
Operating Frequency 900/1800 MHz
SMSC Logica CMG
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17. Value Added Services
Getting a day’s work done is one thing. Getting it done while you relax another.
With BlackBerry from Mobilink and countless business class value-added services
on indigo, you can strike a good balance between work and leisure. And get more
out of your day, everyday.
Business Solutions
Mobilink indigo provides state of the art facilities that let its customers conduct
business on the go. With services like BlackBerry®, Internet Browsing, Fax, E-
Mail, Stock Watch, On-Call Services and numerous others. Indigo ensures that its
customers can make timely and informed business decisions, always.
• BlackBerry from Mobilink
• Stock Watch
• Mobile Banking
• Corporate SMS
• PIA Reservations
Value Added On Call & Data Services
Your indigo connection provides you a great mix of on call & data services to
ensure that your communication experience is as valuable as ever.
• Conference Bridge
• Missed Call Alerts
• Voice Mail
• Call Forwarding
• GPRS / Edge
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19. STRATEGIES AT MOBILINK
The findings mentioned reflect three types of major strategies employed by the
organization at various levels. Namely they are:
1) Corporate level strategy
2) Business level strategy
3) Functional level strategy
Corporate Level Strategy
As their corporate level strategy, Mobilink entered into partnerships with different
organizations. On the basis of findings, it appears that for the past few years
(1999-2003), Mobilink had a focus on internal growth. All this is evident from the
fact that since the deregulation of the mobile service industry of Pakistan,
Mobilink has undertaken various efforts to ensure that it changes its stance from
concentrating on its existing market to growing its market presence. The main
reason for this change is mainly to keep up with the competition and to retain and
increase its market share. This transition is obvious in Mobilink’s repositioning
itself and hitting the market with a new face with the catchphrase “Reshaping
communication”
With the threat of new entrants into the industry after the deregulation, Mobilink’s
strategy took a new turn. To keep abreast with the company, Mobilink took the
following steps during the last 2 years:
• Expanded its international roaming Service scope in 14 more countries including
Vietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa,
Ethiopia, Uganda, Sudan, Bahrain, Caribbean Islands. Bilateral roaming
agreements signed with 100 countries around the world to have true roaming
service operational in 151 operators of the world.
• PROMOTIONAL CAMPAIGNS LAUNCHED
- JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection and
airtime worth Rs. 200
- INTERNATIONAL SUMMER PROMOTION: Discounted international tour packages
to Sri Lanka, Malaysia and Maldives
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20. - “JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketing
strategy)
- Indigo packages deliver nation wide cellular freedom at local Call rates exclusive
deals to 6 northern area destination including Chitral, Galliat, Hunza, Kaghan,
Skardu and Swat.
- Roam the World: year long promotion including travel to the Holy Land in
Ramadan, avail amazing offers at the Dubai Shopping Festival, be a part if the
FIFA World Cup in Germany or visit Paris, Milan, London and NY.
Joint Promotional Agreements with Various Organizations
• JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L120
phone set for only Rs. 2750
• Jazz member Get Member: Opportunity for customers to become the brand’s
ambassador and at the same time earn Rs. 400 in airtime. The new Jazz
customer will also get Rs.100 free airtime.
• Mobilink’s Nokia 9500 offer
• MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand
and the world’s leading car rental company to offer discounted car rental rates
(locally as well as internationally) to all Mobilink post-paid customers.
Foreigners visiting Pakistan using the Mobilink network for cellular services
were able to receive a 20% discount on Avis-Car rental Service.
• Mobilink and UBL launch online bill payment facility for Indigo subscribers
• MOB- Motorola V3 launch
• Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Control
connections to all Citibank Credit Card members)
• Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at
Mobilink service center at Awami Markaz, Karachi. The kiosk was set up in
collaboration with Mobile Zone. It gave customers the added convenience of
purchasing quality hand sets of leading manufacturers such as Nokia, Samsung or
Sony Ericson right from Mobilink Service Center. On every purchase the
customers would get some free gifts to add more value to their purchase.
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21. Business Level Strategy
As the business level strategy it has focused on differentiation strategy ever since
it started. Mobilink has always made successful attempts to distinguish their
products or services from other in the industry. They make their product unique
through:
Advertising
. Highly creative people in the marketing dept
. Billboards, TV commercials, bringing in famous personalities from media to
endorse their packages
Distinctive Product Features
. Value added services
. Online billing
. GPRS enabled
. Mobilink also started 3 friend and family number with a charge of 2.25/min still
expensive as compared to Warid but giving incentive to subscriber there is an
additional cost of RS 25 to add friends and family number.
. International roaming: Bilateral roaming agreements signed with 100 countries
around the world to have true roaming service operational in 151 operators of the
world.
Functional Level Strategy
New Technology
. Introduced GSM tech- excluding the AMPS
. GPRS system – fast and inexpensive
. MOBILINK GSM Short Message Service Center allows Vehicle Tracking and Fleet
Management services that are being provided by Tracker (Pvt.) Ltd., under the
brand name of C-Track, a company licensed by Pakistan
Telecom Authority (PTA). Tracker currently operates from Karachi but can provide
these facilities at all those locations where GSM coverage is available.
The differentiation strategy is usually targeted at people who are not particularly
concerned with price, so it can be quite profitable e.g. indigo and blackberry are
relatively expansive packages; blackberry is mainly targeted for the business
class who can afford it. In this way, the revenue generation remains high.
Mobilink offers tariff plans that are exclusively designed to cater to the
communication needs of a diverse group of people, taking into account occasional
users to businessmen. To achieve this objective, mob offers both postpaid
(Indigo,relatively expensive) and the prepaid (JAZZ, relatively inexpensive)
solutions to their customers.
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22. Differentiation Advantage:
• Because Mobilink target the customer groups they offer tariff plans that are
exclusively designed to cater to the communication needs of a diverse group of
people, taking into account occasional users to businessmen. To achieve this
objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) solutions to
their customers
• The marketing department immediately identifies and responds to the customer
needs and comes up with interesting marketing strategies.
Mobilink is the first cellular operator to introduce the “franchise “concept in the
cellular industry in Pakistan and currently operates the largest franchise network
in Pakistan with over 250 franchises/national distributors (dealers operated
service centers). In order to extend its reach even further, Mobilink worked with
its franchisees to develop a network of over 500 sub dealers, these operate as
point of sales (POS) and are branded “Mobilink Connect”. Each franchisee is
adequately equipped to process sales, collect bills and offer customer services. All
franchises have trained sales and service staff fully capable of tackling sales
challenges.
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23. COMPETITION WITH OTHER CELLULAR NETWORKS
Currently, the mobile sector is undergoing intense competition among the five mobile
Operators. Value Added Services have become Important over last two years. In
Pakistan’s competitive and heated mobile market operator’s survival lies in getting into
new areas exploring new Value Added products, and providing better quality of
services.
This is only possible by rolling out networks and be the first to reach untapped
Population of the country. Out of 376 tehsils across Pakistan, almost 77 % are covered
with mobile networks.
35
30
25 Mobilink
20 Telenor
15 Ufone
Zong
10
Warid
5
0
Market Share
In 2005 there were less than 2000 cell sites erected by all mobile operators all together
for provision of mobile services. Today total Cell sites of all mobile operators are more
than 17,500.
In 2010 the share of each company in mobile market exhibited a Change, except for
Ufone whose subscriber share remained more or Less the same. Mobilink kept on
loosing its share for another year in favor of Telenor and Zong despite its secure
subscriber base, Whereas Warid share in the market has dropped significantly.
8000
7000
6000
5000 Mobilink
4000 Telenor
3000 Ufone
2000 Zong
1000 Warid
0
Cities/ Towns/ Villages covered
by the company
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25. Management Functions
Planning (Selecting goals & ways to achieve them)
Goals are set by parent company.
Strategic goals are set by 4 think tanks within an organization in contact with
foreign think tanks in Egypt
Every employee work individually to achieve common directed goal in
autonomous (as long as it can be stretched) way.
Hive mentality method (every employee think alike), follow target achieving
method.
Controlling (Monitor activities and make corrections)
Reporting is mechanism of monitoring.
President reports to Parent company.
Employee empowerment, delegation of authority (span of control).
Each employee has autonomous control, no need to follow hierarchy/chain
of command in order to make correction and confirmations, can contact
management personnel at top in case of need and urgency and make
corrections by themselves whatever the position.
Monitoring activities as responsible employee within the specified
limitations/goals but specified limitations/goals have enough elasticity.
Little direct supervision (Org structure)
Leading (Influence)
Leaders of team/departments in major cases/scenarios follow consensus.
Take consideration of suggestions, feedback of each employee in teams for
better outcome.
Very friendly leaders with high communication skills to convey ideas /
orders back and forth.
Increasing motivations and participation.
Organizing (Assign responsibility for task accomplishment)
Department based task, e.g.
Marketing department deals with competition.
Finance department deals with financial matters of the company.
Customer care deals in support centre, call centre, service centre
(franchise, charity etc.)
Strategy department deals in planning.
Sales department deals in sales.
HR department deals in workforce decision.
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26. ORGANIZATIONAL STRUCTURE OF MOBILINK
Although, all departments in an organization play a vital role in achieving goals
and objectives. Mobilink has cross functional teams, decentralization, low
formalization, open communication network, minimal formal rules, and wide span
of control. Yet the major departments are as follows:
Marketing
Finance
Human Resources
Customer Care
Strategy
Sales
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27. CORPORATE SOCIAL RESPONSIBILITY
Our Commitment to Tomorrow
Community
Mobilink assumes its responsibility and obligation towards
society and has proven itself as one of the most
responsible corporate. Mobilink identifies and supports
needs, causes and necessities of the society. Each year,
Mobilink and its staff contribute significantly to charities
and community projects to help bring about a better
quality of life to the less privileged in the community and
enrich the lives of Pakistanis. Voluntary donations are collected regularly and
Mobilink employees have dedicated 250 hours per month to voluntary community
welfare work.
In addition to various donations for community projects, Mobilink is a partner
organization of Roshni Homes supporting their cause by providing monetary
assistance for a new youth housing block as well as media support for a fund
raising campaign. At the inauguration of the Mobilink block held on
November 6th 2007, a further commitment for financial support of the top
12 students of Roshni Homes has been made.
Disaster Relief
When the devastating earthquake of 2005 struck the Northern areas of
Pakistan, Mobilink was amongst the first to respond to the crisis. In addition
to immediate emergency relief efforts, we have expanded our support to
sustainable projects that aim to rebuild lives and communities affected by
natural disasters.
Mobilink is also engaged in rehabilitation and reconstruction activities in
Chamman Kotli Nawab Khan Village. The rehabilitation includes construction of
172 houses, providing infrastructure and a water supply system for the residents
of the village. Mobilink is supporting the construction of 50 houses in this village,
with a total commitment of Rs. 20 million to the project.
Education
Mobilink currently supports the building of schools by the
citizen foundation (TCF), on of the largest non-profit
organizations working in the field of education in
Pakistan. In December 2006, on reaching the milestone
of 20 million subscribers, Mobilink announced a financial
commitment of Rs.20 million for the construction of
schools in collaboration with TCF in under-developed areas
of Nathoki, Lahore and Taiser Town Karachi. It has at present expanded its
network of purpose-built schools for deserving children to 311 units, educating
almost 40,000 children all over the country.
Health
Mobilink is determined to play its part in improving access
to health services in Pakistan and protecting the most
fragile members of our society. Our support went to the
Pakistan Myasthenic Welfare Organization (PMWO) to
facilitate the development of a special mini ward at the
27
28. Pakistan Institute of Medical Sciences (PIMS) Hospital. Mobilink also supports
polio eradication campaign in Pakistan.
Upholding & Promoting Responsible Business Practices
Our Commitment to Employees
At Mobilink we believe that our employees are our
greatest strength. We believe in the development of our
employees into well-rounded professionals equipped with
entrepreneurial skills who are adaptable, proactive,
articulate, efficient, and responsible. A number of
initiatives have been put in place to achieve these goals.
Several activities undertaken by HR are aimed at
facilitating communication within the organization, to promote women and to
allow employees the opportunity to voice their opinion directly to the president
and management team. Mobilink also ensures that employees find a safe, family
friendly and healthy environment at their office. Moreover, Mobilink offers all its
employees the opportunity to take part in the Education Assistance Program,
which encourages individuals to actively participate in financial assisted work
related skills.
Our Commitment to the Environment
Reuse and Recycling of Billboard Skins
Mobilink is the first and so far the only corporate
organization in Pakistan to implement a recycling
program, which uses outdated billboard skins to
manufacture school bags for under-privileged children in
the rural areas of Pakistan.
Recycling Office Paper
Mobilink recycles office waste paper on a regular basis including scrap paper
boxes, wires and wooden boxes. Substantial amount of paper is sold each month
to be recycled. Proceeds collected are used to fund HR PMO community welfare
activities.
Our Commitment to Corporate Ethics
Adherence to our code of ethics is subject to management
attention, with periodic audits carried out by the Internal
Audit Department and reviewed by the Business Ethics
Compliance Committee.
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29. HR FUNCTIONS AT MOBILINK
Basic role of HR department in Mobilink
Mobilink is the largest telecom company of Pakistan because it has managed to
attract the best professionals in the industry. In addition, these team players
understand their roles and execute their duties in a way that eases the ride for
other team members. To achieve this perspective HR department has to play the
major role and it is the role of HR department to attract, retain, develop and
sustain the top notch work force. This is the first approach regarding the basic
role of HR department in Mobilink. This approach is practiced that give the results
of hiring the best and performing on the edge.
Second approach is that HR department is responsible to maintain internal equity
by having standard in term of competition while interacting with market forces
(economy and political scenario).
HR department plays a vital role in the success of Mobilink as performance of
organization is based on the performance of people. The above mentioned
approaches are the key concepts being practiced in HR department of Mobilink.
HR Department at MOBILINK-NTO Building
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30. Recruitment
Mobilink has a separate department for staffing. This department is responsible
for taking all the hiring decisions for the company. They practice different policies
regarding recruitment and selection. One of their policies is that hiring the top
notch professionals from industry and based on their performance, increments
are made.
Sources for recruitment:
Employee referral is the basic source of recruitment. 90% of the employees are
hired through reference. Other methods for recruitment are also used but major
source is reference. Others may include Advertisements, Job fair, University
Graduates and agencies also. But major chunk working in Mobilink is there due to
reference.
Models used for recruitment
. News papers
. References
. Job Fairs
. Graduates Profile Book
Selection:
. Initial Interviews
. Written Tests
. Personality Tests
. Psychometric Test
. Final Interviews
Types of Hiring
. Direct Hiring
. Indirect Hiring
Direct Hiring:
They use different tests. They apply different psychometric tools to select the
potential candidates. In selection they use XYZ tool. In that tool they give
different questions with 1, 2 or 3 answers to the candidate and candidates have
to choose one number for the answer and then they give scoring to their answers.
They have specific system to get the results of this test with that specific system
they got the exact answers. This test has 60 to 70% of importance to choose the
candidate. And left 30 to 40% is for all interviews and different tests. This kind of
hiring they mostly use for the selection of higher management.
Indirect hiring:
This type of hiring they have to use for critical position. If company requires
someone immediately for some specific job or some business requirement, the
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31. company goes to the third party (some kind of references) or they can give a
better package to a good working employee of some other company.
Hiring of Lower Staff:
Hiring of lower staff is mostly on just their CVs. They just get good CVs shortlist
them and after a casual interview they hire the candidates.
Performance and Appraisals
In Mobilink they have annual appraisal system. Two years back they were using
manual system for performance and appraisals. The employees give the hard
copy of whatever they have done in a year. And now their system for
performance and appraisals has been changed. Now they have complete online
system for this process. Rating satisfactory improvement addition objective,
where they maps annual appraisal.
Self Appraisals
Then there is another form which employee has to fill by himself if whatever he
has done in the year for the betterment of the company. Then it goes to 1st line
manager for checking and approving. After his approval the application again
goes back to the employee
Training and Development
For the purpose of training and development Mobilink takes the decision of
training after applying three main steps to check the need for training and a
proper way to adopt for the purpose of training. The three main steps to be
followed to take the decision that how much the decision of training were valid
and how beneficial it was for the organization is;
. TNA (Training Need Access)
. Development
. Evaluation
The competency based “Training Need Analysis” is divided into three parts:
- Core
The core analysis is to be done for all jobs, grades and departments.
- Managerial
This type of analysis helps company to check the managerial skills of the
employees which are working on management level.
- Technical
Technical analysis is to check the job related skills of employees. It is mostly done
in IT department.
In all these three types of analysis the employees have to fill the online
applications and for this they give 5 levels to each. After getting the applications
filled by employees they check the current level of employee skills and required
level. Now the gap between current and required level is called “Gap” and the
analysis for this gap is called “Gap Analysis”.
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32. Then they get information from all the departments from all the departments of
their company. Then they check the required levels of training in different
departments and highlight them. The company design trainings according to
these levels.
Training:
There are two types of training that mobilink opt.
- In House Training
In this type of training the company uses their resources to train theur employees
and get their personal trainers.
Trainers
The company hires the panel of trainers for the purpose of training. They keep
the CVs saved in their records and call them according to the need of training.
. Public Training Program
There are two types of public training programs.
. Local Programs
For local programs mobilink gets help from different local institutions to train their
employees. Their names are;
1. LUMS
2. PIMS (Pakistan Institute of Management Sciences)
3. Navites
4. MDI (Management Development Institute)
5. Golf Stone
International Programs
For international training mobilink get assistance from;
1. Euro Matech
2. Insead in France
3. Informa in UK
Method of Training
There are two methods to be followed by any organization to train their
employees;
. Informational Method
. Experimental Method
Mobilink use both the methods to train their employees. They have made these
models for their employees because they feel that both the methods are helpful
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33. to get knowledge from the trainer as well as they can share their ideas with each
other while working in artificial environment.
Evaluation
Finally after the process of training they check wither the goal or objective of the
training has been accomplished or not. The types of criteria to check the
accomplishment of objective of training are;
. Reactions of Trainees
. Learning
. Change in Behavior
. The Results
. Return on investment
. Utility Analysis
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34. LIMITATIONS
• One of the major limitations we faced while carrying out this research
project was the lack of cooperation on the part of the management of the
Mobilink in providing the data.
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35. CONCLUSION
• Mobilink is following all management functions effectively, as it is the
subsidiary of Orascom, corporate strategies are developed and
communicated from the top level.
• Region is accountable to the parent company from where instructions are
received and applied in the organization nationwide.
• Mobilink has a friendly environment where each employee is empowered
to exercise delegated powers and has an authority to directly contact the
president, if need be.
• Mobilink has research setup that identifies emerging local opportunities
and makes suggestions to the parent organization.
• They are agile to adopt latest technologies, launch innovative products &
services, and offer a learning environment to its employees.
• Marketing team at Mobilink is working at the best of their abilities in
designing and executing distinctive marketing approaches in such a
competitive local telecom scenario.
• Vindicated Compensation planning and exquisite retention policies have
enabled Mobilink to hire and retain best professionals in the industry.
• Mobilink has proven itself as a socially responsible corporate by
participating in charity and education programs that support the poor.
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36. RECOMMENDATIONS
• Continuous decline in market share and subscriber base in last few years.
• Company’s financial conditions are good even in economic downturn yet
have been incurring huge expenses.
• The Strategies Mobilink should follow on are:
o Adopting innovative technology, mobile wallets and gift cards
product development and mobilizing the brand
o Global Expansion in emerging markets
o Market Penetration; concentrate on providing reliable and better
services.
o Concentrate on Customer Retention and gaining market share
o Backward integration over vendors for reduction in infrastructure
maintenance cost and other expenses.
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37. REFERENCES
1. Wikipedia Article, Mobilink http://en.wikipedia.org/wiki/Mobilink , date viewed
August 8th, 2011
2. Official Website, About Us http://www.mobilinkgsm.com/about/about.php , date
viewed August 8th, 2011
3. Official Website, About Orascom Telecom
http://www.mobilinkgsm.com/about/orascom.php, date viewed August 8th, 2011
4. Official Website, Vision & Values http://www.mobilinkgsm.com/about/vision.php,
date viewed August 8th, 2011
5. Official Website, Management http://www.mobilinkgsm.com/about/management.php
, date viewed August 8th, 2011
6. Official Website, Network http://www.mobilinkgsm.com/about/network.php , date
viewed August 8th, 2011
7. Official Website, CSR at Mobilink http://www.mobilinkgsm.com/csr/index.php , date
viewed August 8th, 2011
8. Babar Bhatti’s, Mobile Market Analysis – Mobilink Is Still #1,
http://telecompk.net/2007/10/01/mobile-market-2007-mobilink-at-top , date viewed
August 8th, 2011
9. Mobilink Project, http://www.scribd.com/doc/9695194/Mobilink-Project , date
viewed August 8th, 2011.
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