Mobilink is the subsidiary of Orascom Egypt was initially founded by Motorola USA in 1994 but later sold to Orascom.

Mobilink is the leading service providerof telecommunication services in Pakistan. Following are the SWOT (Strengths, Weaknesses, Opportunities and Threats ) of Mobilink Pakistan. Strengths Mobilink is the market leader with huge customer base in Pakistan market. It offers mobile services in the majority of cities and also in remote areas which makes it largest coverage network. It has been enjoying successful journey in term of revenues, profits and market share. Strong marketing and advertising. They have got the Quality human resources, the reason behind that is strong recruitment and selection process. Offers competitive salaries and benefits to the employees. Powerful brand equity. The quality of service has been tremendous specially in the major cities of Pakistan. Only Mobile service in Pakistan offering coverage on M2 motorway. Mobilink has signed the agreement with 50 operators to provide the roaming services in 50 countries of the world. Mobilink is the first company to introduce blackberry services in Pakistan for that reason it has been the first choice for the business people. Joint venture with MCB to offer mobile banking services to customers. Weaknesses It offers high calls rate to the customers as compared to the other competitors. Quality of service is not good in remote areas. The promises made in the advertisement are not fulfilled by company. Not offering attractive SMS packages. Opportunities Low the call and messaging rates.

 It can offer the prepaid Internet packages to its customers. Focus on marketing of Internet, TV, Blackberry services and radio services to its customers. Improve the quality of services in remote areas. Educating people about usage of services. It should go for Joint venture with banks to offer mobile banking services. Threats Facing tough competition from Telenor, Ufone and Warid. Telenor entered into new arena of Mobile commerce, it may attract more customers and fetch market share from Mobilink. Rapid rise in Taxes on telecommunication services. Inflation devalues the Pakistan currency. Security condition is the biggest threat. Power outage increases the cost of services due to heavy usage of generators.

 Mobilink and Muslim Commercial Bank have made a combined effort in order tomaximize the ease and the satisfaction of their respective customers by offering them allbanking services from their very own mobile handset. 3.2.1.2 Resources, Assets and People Being a multinational company Mobilink has huge resources in terms of capital. It hasbillions of capital to invest in various projects. Its offices are luxuriously equipped withevery facility. Mobilink while choosing people for jobs follow the strategy of choosing the best amongall therefore majority of its staff people are highly qualified from renowned universitiesof Pakistan. A certain percent is foreign qualified as well. 3.2.1.3 Innovative Aspects Mobilink brought innovation in Pakistan by offering First GSM Network Connections. Previously instaphone was operating with old technology. Mobilink is the pioneer in Mobile Commerce services as well. Previously no other company had made such an effort. The concept of post-paid and prepaid was also introduced by Mobilink. 3.2.1.4 Location and Geographical Coverage Mobilink is the first cellular service which covered the northern and other remote areas of Pakistan such as Muzzafarabad, Chitral, Kaghan, Naaran and Kaalaash.

It is the achievement of Pakistans First GSM service Mobilink to widespread its network across whole Pakistan. Now the theme line of Mobilink is Poora Signal Poora Pakistan Wherever you go wherever you are, youll never have the message of No service with Mobilink connection. 3.2.1.5 Government Dealings Mobilink pays a huge amount in taxes to the government of Pakistan. So its a big source of revenue to the government as well. 16 It conducts its business by abiding by the rules and regulations setup by the government and cooperates with the government in every aspect. 3.2.2 Weaknesses of Mobilink 3.2.2.1 Less Investment Although Mobilink is covering whole Pakistan but its call rates are high and networkquality is poor. These are the two major issues which brought Mobilinks share down to37% in 2008 from 60% in previous years. Fewer advertisements now days shows that Mobilink is taking out its investment frommarketing &its advertising is not active up to the mark. However if we compare it withTelenor, Zong and Warid well realize that they are heavily marketing their products. 3.2.2.2 Quality of Network Mobilink must have planned very good network quality but the results are opposite as described below.

Mobilinks network mostly remains busy in thickly populated cities such as Karachi,Lahore and Multan so people face a lot of difficulty while trying to connect to theirfriends and families. However Warids network provides crystal clear voice quality. Somany of Mobilinks customers (including me) have shifted to Warid. Mobilink has been fined twice by Pakistan telecommunication Authority over its badservice. It must try and emphasize on providing better services to its customers instead onconcentrating only on expansion 3.2.3 Opportunities of Mobilink 3.2.3.1 Developments Mobilink can develop a stronger market by focusing on segments such as teenagers,adults, office workers, girls and ladies as well as old people by offering innovativepackages. These packages could be offered keeping in view the time consideration aswell as pocket of each segment. These packages could be at low cost for teenagers andgrand parents as their pocket is small but could be little expensive for the rest. 17 Through proper advertisement also Mobilink can target as many customers as it can in order to augment and give support to its falling market share. Mobilink can lower its call rates, SIM charges, Mobitune charges, GPRS charges andother extra charges in order to capture a larger market to make business difficult for rivalcompanies. In this way it can segment a larger market and may capture the customers oflow income group as well. 3.2.4 Threats of Mobilink 3.2.4.1 A New Market Player, Zong A new market player i.e. Zong is getting immense popularity among teenagers andyoungster students because of its very low call rates and attractive packages. It isexpected from the mushroom growth of its customers that it will soon capture a largemarket share hence if Mobilink keeps its call rates high it is expected that a large percentof young Mobilink users will switch over to Zong. 3.2.4.2 Better Packages by Other Cellulars

 Companies like Telenor offer better packages for corporate customers. Telenor Postpaid connection Persona is a good example of it. Wireless local loop (WLL) service providers are also targeting areas which are less developed. 3.2.4.4 Price Wars Current price war among cellular service providers may reach at a position where only brand names survive. 3.2.4.5 Unreasonably Restrictive Trade Practice Mobilink is involved in an unreasonably restrictive trade practice, prohibited under theprovisions of MRTPO, 1970 by not allowing its blackberry subscribers to other serviceproviders. This can lead to legislative proceedings against Mobilink. Concluding, it is analyzed that Mobilink has a number of strengths which could be utilized to avail the opportunities & overcome its weaknesses. However, as threats to an organization are 18

always external therefore they cannot be eradicated however they could be handled efficiently to minimize the unforeseen problems