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Warid Is The Hub Of Telecommunication In Pakistan Marketing Essay

Marketing Project Report covers in detail the annals and track record of Warid Telecom Private Small, Mission Statement, Vision, Warid Telecom's brand principles, Pakistan Demographics, Pakistan Cellular Market, Warid Coverage Area, Warid Services, Pre-paid Advantages, Post-Paid Value, Sales Aims, Sales Eye-sight, Sales Strategy, Sales Goals, Warid Network and Coverage, SWOT Analysis, What is SWOT Examination, SWOT Analysis Limitations, SWOT Profile, Warid Strategies, Warid Strategic Aims, Warid Business Strategies, Warid Marketing Strategies, Market Penetration Strategy, Market Segmentation, Warid marketing Combine, Warid Telecom (Communication Strategy), Warid Branding Viewpoint, Warid Competitor Research, Realization, Index, Glossary and Bibliography.

Back Surface of Warid Telecom (Pvt) Ltd

Warid is the hub of telecommunication in Pakistan. Supported by the Abu Dhabi Consortium, led by His Highness Sheikh Nahayan Mabarak Al Nahayan, we at Warid Telecom cherish we, eyesight, shareholders and associated companies. With complete devotion to our users, we've the background as well as sincerity to cater to their demands. Warid Telecom will take pleasure in being backed by the Abu Dhabi Group, one of the most significant groups in the Middle East and the single largest foreign buyer group in Pakistan. It has a diversified business involvement in the institutions which may have appreciated commercial success because of this of its strong financial resources and considerable management expertise. We've made no bargain on investments necessary for research and development. Using a capital expenses of over US $500 million, Warid Telecom has been set up to give a top quality GSM service.

Warid started its operations on, may 23, 2005. In less than a year, we've a customer basic of over 4. 8 million and operate in over 110 cities across Pakistan, providing quality service to your customers.

Warid Telecom has a substantial experience in professionalism and reliability and a solid financial standing to aid their vision which is usually to be the first choice in the Telecom industry of Pakistan.

Warid Telecom decided to decide for GSM (Global System for Mobile Communication) technology as it's the global standard for digital cellular cell phone service. GSM networks support enhanced data applications and even more than 1 billion customers in 109 countries are using this technology. Warid Telecom would be starting its cellular services based on 900 and 1800 GSM technology, in order to optimize the use of frequency, thus guaranteeing the best quality and service.

Mission Statement

"To be the leading telecommunication service agency both domestically and internationally"








We believe in the future, with a mission to be the first for service, quality innovation and choice.

Quality of Service

Premium Quality of service

International standards

Second to none


Ease of use

Making Communication simple

Clear and straight forward

Transparency / Openness & Fairness

Open and genuine - Nothing to hide

What the thing is that is what you get

We say what we do and do that which we say

Customer concentration and Listening

Affordable solutions for you

Speaking your language

Being there for you if you want us


Bright ideas - the only thing that restricts us is our imagination

Continuously increasing through challenging the norm and looking at things differently

Leading the way in adding value to your life


Warid Telecom's eyesight is "To be the leading nationwide communication supplier with a solid international occurrence. "

Warid Telecom's brand values include:



Making communication

simple &

technology easy to use


To consistently strive to

provide leading edge



Truly delicate to

customer needs


To provide

transparency, openness

& fairness


Best in class

Quality - We want to make a difference to people's lives. Our optimism is contagious. We live passionate in what we do and we've self confidence in ourselves.

Simplicity - For all of us, clearness comes through simpleness. We recognize that people are people conversing with other folks. We could always immediate and easy to understand.

Innovation - We constantly look to do things in different ways and in an improved way. We give shade to all that people do. We are ready to push the limitations and take hazards.

Honesty - We could always available and honest. We say what we do and we do that which we say.

Friendliness - We enjoy working and being successful together by building close interactions. While we have a sense of goal, we likewise have a sense of humour. We consider the needs both of our customers and of each other.

Warid Telecom's target is to be recognized not only as a telecommunication operator of tone of voice services, but also as a common provider of complete communications services for both personal and business customers. We strive to provide optimum degree of support and health care through our very skilled and determined team of pros and through maximum network coverage and connection. To determine ourselves as the best service provider of mobile communication services for the corporate sector by producing new tendencies in customer care and support for expediting trust and self-confidence with our prestigious commercial clients.


To be the market leader in telecommunication sector by 2012.

To penetrate into the corporate and business sector and reach the high revenue making customers through dedicated services and supplying a complete selection of telecom services. Highly professional team of account professionals will also create brand collateral.

Pakistan Cellular Market

Warid Services

Voice and basic Services

Basic Voice

Communicate on the latest GSM 900/1800 networks.

Variety of deals available both in pre-paid and postpaid.


Identify the caller and invite customer to receive or reject the call.

There is no charge for this service.

Call Services

Call Divert

Transfer phone calls to a range in Pakistan. That is a handset based mostly feature. Most handsets provide the following prospects in the decision Settings menu under Call Divert:

Divert all words calls (unconditional)

Divert if busy

Divert if not replied (after 6 wedding rings)

Divert if out of reach (out of Warid coverage or switched off)

Divert if unavailable (the conditions 2-4)

Call Hold

Allows the customers to place a caller on keep while answering a fresh call or turning between phone calls.

Charging Possibilities

Free, called party costed for outgoing call or interconnects.

Call Waiting

Allows the client to get notification of incoming call during an active call.

Charging Options.

Free, called get together costed for outgoing call or interconnects.

Call Conference

Allows the customer to initiate and engage a call to two or more different callers at the same time.

A caller can start five telephone calls and bring most of them in a meeting call.

Voice Mail

Unanswered callers can leave a voice message in the mailbox of the called party.

Voice Mail can store up to 20 communications, with each meaning having duration of 30 mere seconds.

Messages can be stored for up to 3 days.

You can established your own password for complete security of emails.

You can choose Urdu or English as your preferred language.

You can greet your callers with an individual message in your own voice.

You will also obtain SMS notification for new emails.

Short messaging Service (Text)

The individual can send SMS/text information to both nationwide and international numbers

Multimedia Messaging Service (MMS)

MMS permits richer content which includes text, appears, images and even videos to be send to any mobile amount in the world that helps MMS

GPRS Advantage

This will allow customers to surf the web on his handset (if the handset helps WAP or has a built-in Internet and Email customer) or using his handset as a modem

Effective utilization of the Radio resources

Lower cost to gain access to Data Networks

Higher Data Transfer Speeds (Max. 171. 2 kbps)

Short access delay

Shorter connection setup time

Keep connection open up whatsoever times

Flexible and Easy Roaming Services

Flexibility and support of access to various data systems - Community Internet, Corporate Intranet etc

Warid Zone

Complete collection of the STK application. Customers can take home elevators weather, namaz timings, place alerts etc.

All STK applications are Text established. Hence standard Text message charges apply. Registration alerts will carry a regular monthly/daily fee.

Friends and Family

Subscribers can offer a set of on-net numbers on which they can call at a reduced rate and revel in the versatile call rates


Interested in Roaming readily?

With Warid, you don't have to worry about roaming about the entire world freely. No matter where in the world you may finally end up, our connection could keep you completely linked, safe, comfortable and carefree.

International Roaming

Warid International Roaming provides you the liberty to use your existing amount even though you travel outside Pakistan. Warid provides you the energy to roam everywhere & everywhere around the world. We keep you linked to all or any those who matter, may that be friends and family or family. With Warid exclusive international roaming service you stay linked in 170 countries across 320 operators.

VAS & Content Charges

For only Rs. 3 per purchase, enjoy the following VAS:

Surf Now (Mobile Internet) download (per 200 KB)

Picture Messaging & MMS (per 100 KB)

Voice Mail (no first deposit or retrieval charges)

International Zones

Warid Products

Pre-paid Advantages

Friends & Family: Breaks the Rs. 1. 5 hurdle in terms of call rates providing a 50 % discount on the next best On-net rate on the market Rs. 2. 99 in case there is Ufone (First time in Pakistan)

30 Second Pulse (Another First)

On-net rates Rs. 1 significantly less than the next best in the industry

Undoubtedly the best and most comprehensive content on offer


Free Supplementary Services

Post-Paid Value

Warid is significantly affordable than other operators. Warid is really the only operator that has a Zero Line hire (Sterling silver) Package deal on post paid. Average Rates from Gold to Gold to Platinum to Diamonds comes done by 8%, 9% and 17% respectively as the customers spends more they should progress rates. Other competition do not operate such as this.

Customer Services Initiatives

In order to provide dedicated and personal services to this sector pursuing initiatives are suggested to make a difference and convert corporate to Warid network;

One collective expenses for corporate and business and enterprises

Group incentive will be stated on the bill for collective redemption

Priority help range at call centers to handle queries

Priority call routing

Corporate Strategy

Corporate sales and customer services will work mutually on certain accounts

Primary contact will be corporate key accounts manager

Secondary contact will be customer services person dedicated for that particular account.

The least waiver allowed for different packages are as follow:

Packages Minimum amount Waiver allowed

1. Metallic 1000

2. Silver 1000

3. Platinum 1000

4. Emerald 3000

5. Sapphire 4000

6. Diamond 5000

SWOT Analysis

What is SWOT Analysis

SWOT research is a simple framework for creating tactical alternatives from a predicament analysis. It is relevant to either the corporate level or the business unit level and frequently looks in marketing ideas. SWOT (sometimes known as TOWS) means Talents, Weaknesses, Opportunities, and Risks. The SWOT framework was described in the later 1960's by Edmund P. Learned, C. Roland Christiansen, Kenneth Andrews, and William D. Guth in Business Policy, Wording and Situations (Homewood, IL: Irwin, 1969). THE OVERALL Electric Growth Council used this form of evaluation in the 1980's. Because it concentrates on the problems that potentially contain the most impact, the SWOT research is useful because a very limited timeframe is open to address a intricate strategic situation. The technique used to acquire the inputs to the SWOT matrix will affect the quality of the analysis. If the info is obtained hastily throughout a quick interview with the CEO, even though this one person may have a broad view of the business and industry, the info would represent an individual viewpoint. The quality of the research will be advanced greatly if interviews are organised with a spectrum of stakeholders such as employees, suppliers, customers, tactical partners, etc.

SWOT Research Limitations

While ideal for reducing a huge quantity of situational factors into a more manageable profile, the SWOT framework tends to oversimplify the situation by classifying the firm's environmental factors into categories where they may well not always fit. The classification of some factors as talents or weaknesses, or as opportunities or dangers is somewhat arbitrary. For example, a particular company culture can be either durability or a weakness. A scientific change can be a either a hazard or an opportunity. Perhaps furthermore important than the superficial classification of the factors is the firm's knowing of them and its own development of a strategic plan to utilize them to its benefits.


Custom-made network for Pakistan's environment.

Congestion-free connectivity in every coverage areas.

Roll out plan for complete national populated coverage by 2006.

Fully redundant network.

Robust design catering to future needs.

Future professional network (Border appropriate and 3G improved with soft switch and media gateway structures)

State of the art work IP based mostly contact centre and leading data centre.

Launch of WiMax services across Pakistan by the finish of 2005 with groundbreaking 3. 5 GHz broadband solution.

Backed by Abu Dhabi Group.

System (functional Infrastructure).

Billing system is adaptable.

Affinity stations / Partners (like bank Alfalah etc)

Experienced and skilled RECRUITING in Telecom Sector.

Committed to providing superior degrees of professional services to all its customers - before, after and during the deployment of our leading alternatives.

Deployed a state-of-the-art 2. 5 G Border compliant network.

All business techniques are ETOM compliant as per accredited international specifications.

The tactical alliance agreement performed in Lahore recently is perfect for Ericsson to provide Warid Telecom a complete "turnkey high tech" GSM network solution, which includes the supply of main and Radio network equipment, network design, rollout as well as professional services like full functions and maintenance. The network will be GSM / GPRS centered and its own coverage build away will commence immediately.

Rich human learning resource capital from Pakistan and overseas covering a wide spectrum of telcos both from the sellers and operators factors.

Best quality at competitive rates.


At some post job information are not clearly defined.

Expansion Planning is slow-moving.

Marketing campaigns are not sufficient.

Brand penetration.

Diagonal communication is nearly missing.

The market setting is extremely energetic. Under these circumstances quality of service, marketing strategies, prices, offers and brand loyalties all will interplay and have their specific impact. Collectively whoever masters this set of strategies and can create a synergy will be our very best competitor.


Low Tele-density in Pakistan in comparison to other Asian economies, authorities regulations and current leadership are encouraging factors for Warid.

Tremendous growth probable and market dynamics of Pakistan Telecom sector and comprehensive development and privatization occurring with a great deal of unmet demand in the telecom sector has given a chance to the group to invest in the rewarding industry.

Creating consciousness in public; in the corporate sector by creating consciousness and providing knowledge.

Tariffs are incredibly flexible with relative to competitors.

Expanding functions in less developed countries e. g. (Congo) with no competitor.

Mobile market in dramatic growth stage

Avenues to attain competitive edge through differentiation as opposed to natural price-based competition

Frustrated customer base that considers current mobile service to be generally poor

Use of personal offering will offer genuine opportunities to promote customer acquisition

Low Tele-density resulting in mobile substitution of fixed services

Youth are more influential in social decision-making techniques and the youth are key to common mobile adoption

Increase in throw-away income across Pakistani households

Significant latent demand especially in the rural markets

Mobile quantity portability will reduce switching barriers for operators

Designation of SMP position to Mobilink will reduce the power of the most dominant mobile player

Poorly situated major competitors

PTCL has been privatized and obtained by Etisalat, UAE. It will definitely improve the competition and Telecom sector will dsicover more growth and at a faster rate.


Mobilink is the main competitor surviving searching for the previous 12 years.

Telenor is also one of the key competitors as they have expanded its procedures to Afghanistan and is also providing its services in 200 plus locations as well as at international vacation spots.

Although Warid has procured the licence of WLL but WLL is also a menace for every mobile operator, at least in the densely populated areas.

Mobile Number Portability (MNP) is a superb threat for all the mobile operators in Pakistan as listened to by PTA that soon all quantities would be manipulated by the PTA, that one can have any number of any operator by the PTA.

Increased buying power will lead to price erosion as time passes.

Introduction of competing WLL operators.

Revitalised PTCL could induce fixed services consumption at the expense of mobile operations.

Competitive intensity establish to increase.

Price is even more hypersensitive in rural areas in comparison to cities. Low arpu's

Potential delays and high network roll-out cost due to site showing not being compulsory.

PTA may potentially delay network rollout because of the need to offer network authorization prior to full introduction.

Network rollout may be adversely influenced by insufficient appropriate frequencies for backhaul connectivity.

Regulator hasn't completely developed interconnect regimes and this could cause delays in expanding interconnect agreements.

Policies of ruling government bodies Pakistan Telecommunication Expert (PTA) is also a great hazard for Warid, as the coverage changes created by PTA may be worse for Warid.

SWOT Profile



Backed by Abu Dhabi Group

System (functional Infrastructure)

Billing system is flexible

Affinity channels / Partners

Experienced and skilled Human Resources in Telecom Sector

Ericsson is the main element vendor, had provided the turnkey job.

Nortel the entire world most significant VOIP group is employed in a deal with Warid.

Expansion Planning is slow

Marketing campaigns aren't up to the mark

Brand penetration

Diagonal communication is nearly missing

At some post job explanations are not evidently defined



Tariffs are extremely flexible

Expanding operations in less developed countries e. g. (Congo) without any competitor

Creating recognition in masses

Less Tele-density in Pakistan.

Cellular subscription expansion rate is high in Pakistan.

Competitors (Mobilink, Telenor)

Mobile Amount Portability (MNP)

Policies of ruling regulators (PTA)

WLL is a menace because of Tele-density n Pakistan.

Telenor is one a major menace to Warid due to its growth planning.

Warid Strategies

Every Firm has its own mix of ways of excel in the competitive market. In case of Warid there are five other mobile operators offering the same product at the same time. So the question here's that who will excel and will be the Number 1. Because all the players are rivalling with one another each featuring its own power and weaknesses and the marketplace positioning is extremely dynamic. Under these circumstances quality of service, marketing strategies, costs, deals and brand loyalties all will interplay and also have their specific impact. Collectively whoever masters this set of strategies and can create a synergy will be the market leader.

Warid is also by using a set of ways of have the competitive edge on the market. Some of Warid strategies are as marketing strategies, competitive strategies, business strategies and branding strategies.

Warid Strategic Objectives

To turn into a leading telecoms operator within 12 month of kick off with a market share amongst the top 3 operators.

Become the marketplace head for quality in Pakistan.

Ensure 95% customer satisfaction

Become the key mobile brand and attain Brand understanding degree of 95% within urban population.

Enrich the life span of customers by giving innovative products & services and a distinctive customer experience.

Accelerate Tele-density / penetration through

Educating customers and.

Ensuring supply & affordability.

Warid Business Strategies

Short term:

Aggressive customer acquisition to get at least 20%market share

Medium term:

Focus on customer retention & monetization through innovative products & deals while maintaining drive on customer acquisition

Long term:

Continuously improve in every areas while retaining leadership position:

Quality Service & firm operational controls

Staff training & development

Improve product success & customer spend

Warid Marketing Strategies (Macro & Micro Market Environment)

To best understand first we have to make a look at the marketplace situation and conditions.

Introduction of CPP

Govt taxes related to mobile cable connections (further reductions expected)

Reduction in handset costs and growing 'used handset' sector

Affordability, reduction in airtime charges and favourable tariff adjustments

Flexible payment terms for the purchase of handsets

More powerful and wide-spread advertising campaigns

Introduction of value added services

Availability expanded distribution networks increasing accessibility

Youth generation experiencing 'mobile mania'

Increasing use of the mobile as a lifestyle aid

Political steadiness emerging

New systems being developed to nurture country stability

Economic growth:

GDP growth

Disposable income growth

FDI growth

Inflow of Investment

Social developments now further promoting mobile growth:

Increased urbanisation

Increased decision-making power in the hands of the children population

Increasingly, disposable earnings are being spent on convenience and luxury home appliances

Micro Market Drivers

Macro Market Drivers

Market Penetration Strategy

The initial concentrate is on corporate giants e. g. Tetra Pak, ICI, and Shell etc. By giving them the trial offer period and alternative to existing communication systems with minimal and better communication services. Providing incentives like effortless transformation of communication network. The thought of not just being a communication company but a big change agent and bring about a healthy revolution among the organization clients. Personal interactions and care rather than a strict professional approach to attract more and more customers. The concentration is on being the only real communication service agency for the whole organization. There is absolutely no concept of a tiny or large changes for organizations both are similarly opposed. Encourage corporate and business connections for additional employees by low priced and better ROI. The gap between your observation, decision and action time should be nominal. Following will be the core strategies followed by Warid.

Corporate Phone calls / visits

To identify the high potential net value market and allocate corporate and business accounts to the accounts manager for customized delivery of telecom alternatives.

Cold Calls

Corporate team can make planned calls to all or any major corporate clients.

Sales Team Incentives

Corporate sales team will be incentives on variety of new cable connections.

Sales Blitz

Focusing strong potential business areas, and showing Warid products to a particular industry.

Tele Sales Support

Tele sales team will provide support to your corporate sales force, providing all leads coming up from commercial sector for post paid sales. Each tele professional will be given a corporate profile manager

Corporate customer services targets

Customer services team will have targets based on revenue assurance, percentage of churn, and incremental revenue.

P. R Activities

In order to create awareness in the organization sector and develop brand commitment following activities will be completed time to time; do conferences, holding training seminars, conduct road shows, special functions to be hosted separately for corporate and enterprise, and preferred invitation will be delivered to all corporate for everyone Warid sponsored situations.

Warid Market Segmentation Strategy

Focus on key sets of consumers (early adopters, revenue drivers, advocates, segments not resolved)

Ensure appropriate offerings are created for these neighborhoods that happen to be targeted strongly at the key products/services those consumers desire most

Customise and tailor products to optimise take-up and usage

Ensure appropriate stations and promotions are used to maximise customer take-up

Manage a virtuous feedback loop between Warid and the buyer, via our specialised teams and products.








Warid Segmentation Community Strategy

This community strategy procedure will allow Warid to:

Understand, pay attention to and delight customers.

Target segments currently not being tackled by opponents.

Ensure we do not alienate those customers dealt with by our competitors.

React quickly to customer and market requirements.

Differentiate our technology/products in a competitive market.

Optimal presentation & pricing to increase customers and utilization/revenues.

Encourage a 'community of one' through product packaging and personalisation.

Warid Segmentation Community Definition

Community: "A couple of individuals, a section of the population or a group of folks with similar characteristics or hobbies that may be discovered and targeted"


Common Culture or Lifestyle.

Conscious or unconscious sense of delight/belonging.

Similar hobbies, needs, desires or wishes.

Community participants may have a solid affinity and aspire to interact with the Community.

Community participants may merely desire to be informed about the community.

Commercial Media is out there targeting these sets of interest (press, Television set or Radio).

Corporates/Organisations targeting groups of individuals.

Warid Targeting

Warid Segmentation Factors Influencing Consumer Behaviour


(Stable as time passes; deep-rooted)


(Visible above the top; influenced by principles, attitudes, and life stage)

Life stage

(the inevitable reality of getting older. . . )


Long term

Short term


(move with breeze and currents)

Warid Segmentation Approach

Three Dimensional Segmentation Strategy

segmentation 3-D

Warid Positioning

Consumer and Market Understanding

"I've with all this some thought and it will be considered a useful way to improve my standard of living - I really know what I want"


"It's seems to be reliable, easy to use, it makes life more secure and it's highly recommended - I'll buy one too"


"It's new, it's advanced,

It's fun and it's really the future

- I'd like it"


"It's new, it's exciting,

It's fun and it looks good

- I'd like one too"


"It's impressive, helps me in my own everyday living and it looks like much for me"


Segment setting on the adoption life-cycle will indicate the rate of acquisition and prioritisation of portion targeting.

Product life pattern & T5

Warid Marketing Mix

Warid marketing mixture contains these functions:


Pricing & Packaging




It can certainly be seen that today's main revenue line is tone, however with the inception of Text message it has been proven that there is a sizable untapped and un catered for market for content and application's. Currently competitors have an extended list of basic services with limited customer relevance or customer education.

Revenue change from tone of voice to basic data

The show of data income dominated by communication (P2P Text message & MMS) will drop from 72% in 2003 to 42% in 2008.

72, 1%

11, 0%

7, 6%

4, 9%

4, 2%

0, 2%





Enterprise Info


Revenue by Section 2003

41, 8%

4, 7%

21, 2%

9, 9%

4, 1%

18, 3%

Revenue by Portion 2009

(Source: Yankee Sept 2003, Ovum July 2003 and Strategy Analytics May 2003)

Products Strategy

Customers don't want technologies they want services

Provide depth and breadth of products and services

Create innovative solutions rather than promoting technology (e. g. not MMS but picture messaging)

Create bouquet of products and services for various segments to cater for their unique needs by providing


Stickiness and loyalty

Monetization and usage

Products Differentiation

Warid Telecom must distinguish its product account for many reasons

Brand perception & customer awareness

Customer acquisition

Revenue driver

Customer retention

The focus needs to be on

Customer community products

Corporate and vertical markets products

Products Prime Services

Content, Applications & VAS

Ring Back again Tones

MMS/Picture messaging

Alerts (news, reviews, fashion, gossip, music, etc)

PIM functionality

Push to Speak (Walkie Talkie)

Voice XML

Consumer Areas and Business Market segments such as

Sales force, logistics, transport and circulation tools

Short term appointed help

Consumer Areas: Junior, Students, Women, Professionals

Pricing & Packages

There is a comprehensive range of pricing and promotional plans that will be deployed strategically and tactically. The rates packages will be section focused thus re-enforcing the full total value proposition and maximising customer acquisition rate.

Loyalty & Retention

"They aim to attract customers, cause them to become be truly dedicated, and then preserve them trough mutually beneficial connections whereby truly devoted customers are compensated for their commitment and group its home is rewarded with an increase of revenue and brand acknowledgement"

Loyalty Framework permits to quickly and cost-effectively create, introduction and evolve campaigns to its subscribers

Warid Rival Analysis

Still using old AMPS/TDMA technology

Network congestion and limited channels

Boast that they have the highest coverage but quality of coverage is low.

Call Centre is old and customers have problems in accessing agents.

Absence of Business Cleverness systems

Extremely high pre-paid customer's grievances.

Lack of Value Added Services

Fraudulent sales, low ARPU

License fee anticipated in 2005.

Prepaid product is strong with price bonuses to customers.

Strong marketing campaign & visible occurrence.

Coverage in 200 cities and 75 planned.

400 cell sites with 5 switches

200 Franchise

Focus on low end of market


Competitor Analysis

Lack of resources for further investment

Suffering from high degrees of market churn

Customers have problems in accessing contact centre

Lack of suitable Human Resources

Lack of value added services

Weak circulation network

Problematic Network & congestion

Bad coverage issues.

Bureaucracy causing delays in decision making


Standard of Customer Services is poor with the average Call Centre.

Confused channel for advertising. Now going towards complete franchise structured sales.

Positioning & segregation of Brands is not developed despite the technology

Problematic Network & congestion

Coverage issues causing customer irritants.

Lack of customer concentration approach

Service Provisioning delays

Lack of a strong CRM

Absence of Business Intellect systems

Lack of synchronisation of different systems causing hold off & rework.

Lack of Value Added Services


Coverage in 200 places and 75 planned

400 cell sites with 4 switches

200 franchises

Conversion to GSM


Second largest GSM Operator in Pakistan.

Owned and backed by the financial muscle of PTCL.

Perceived as a Telecom Operator for public.

430 cell sites & 4 switches

100 Franchises and coverage in 60 cities with 100 in pipe line.

Unique products with GPRS & MMS


Largest market share of 60%.

Coverage in 250 cities

1000 cell sites and growing

9 switches & 6 IN Platforms

200 Franchises

Strong Prepaid product (Jazz)

Highest number of Corporate customers

State of the art work Call Centres




From this above mentioned detailed analysis of Warid's competitors we can analyses that Warid has gained competitive edge on the market by offering the lowest rates, quality services and with time customer support for its appreciated customers.


We wish to wrap it through to these words that we found this company one of the best in the united states. The perfect learning of the experience was the way, the different parts of the organization work together, to create an integrated picture.

We don't attain anything nowadays by themselves. . . and whatever happens is the consequence of the complete tapestry of one's life and all the weavings of specific threads from one to some other that creates something. (Sandra Day O'Connor)


C&C Credit and Collection

CAF Credit Program Form

CR Current Ratio

CSAF Cellular Service Contract Form

EDGE Enhanced data rate for GSM

ETD Exact Trade Price

GPRS General Packet Radio Service

GSM Global System for Mobile Communication

IR International Roaming

ISD International Customer Dialing

ITS International Turnkey System

LDI Long Distance International

MMS Multi-media Messaging Service

MNP Mobile Number Portability

NWD Region Wide Dialing

OMO Other Mobile operator

PIM Personal Information management

POS Point of Sales

PTA Pakistan Telecommunication Authority

PTT Drive to talk

QR Quick Ratio

SIM Subscriber Identity Module

SMS Short Subject matter Service

TABS Telecommunication Supervision and Billing System

VAS Value Added Services

VOIP Voice over IP

VOL Block Voluntarily Blocking

VPN Virtual Private network

WLL Cordless Local Loop


C&C: Credit and Collection is the team who is in charge to verify all the financials of the business and make a financial examination based on which waiver amount is approved to the business.

CAF: Credit Form is a essential form needed to be attached with the new subscription contract / connection.

CR: Current proportion is determined as:

(Current Belongings / current Liabilities)

It's a liquidity proportion which gives information about the company's ability to complies with its short term obligations.

CSAF: Cellular service arrangement form is used for the new membership.


ITS: International Turnkey System is a agreement with Ericsson to provide all the specialized system and equipment.

MNP: Mobile amount portability means that in the near future the network rules wouldn't had by the providers but by the ruling authority (PTA). You can get a number of e. g. 0300, 0321 or any other statistics from the PTA.

QR: Quick percentage is also a liquidity ratio calculated as:

(Current Investments - Inventory) / Current Liabilities

TABS: Tabs is an online system for billing, new agreements creation, depositing securities, and activation of contracts.

VOL Stop: VOL Block is an activity of first activating the connection and then voluntarily obstructed it.


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