UFone 3G Marketing Plan Final Plan
Transcript of UFone 3G Marketing Plan Final Plan
Kohat University of Science and Technology
Marketing PlanUfone 3G mobile internetSubmitted ByHaseeb KhanNayab ShinwariSubmitted ToDr. WisalBatchMS Marketing 1st semester
UFONE Marketing Plan
Background:In 1990, Pakistan introduced its first mobile phone service called Paktel. After eleven years in January 2001, a new cellular company with GSM technology came into the market and they named it Ufone. The government of Pakistan granted them the license of Pak Telecom mobile limited to operate GSM 9000 all. The company commenced its operations under the brand name of Ufone from Islamabad on January 29 2001. Ufone expanded its coverage and has added new cities and highways to its coverage network. After the privatization of PTCL, Ufone is now owned by Etisalat.Objectives:A specific result that a person or system aims to achieve within a time frame and with available resources. In general, objectives are more specific and easier to measure than goals. Objectives are basic tools that underlie all planning and strategic activities. They serve as the basis for creating policy and evaluating performance. Some examples of business objectives include minimizing expenses, expanding internationally, or making a profit.Recently Ufone had set their objectives to capture the internet market by providing 3G mobile internet and 3G EVO USB internet services to the customer. The focus of these two objectives is to increase the market share from 18.6% to 30% at the end of the 2014, in recent as well as in new market segment by offering 3G EVO USB and 3G internet products and services.Market Overview:Industry: Telecommunication. The category is 3G mobile internet and 3G EVO. The PSIC code of telecommunication in Pakistan is 61204. Customer need is to access to internet on daily basis, including surfing, downloading, sharing and watching videos using fast 3G mobile internet services.
Market Size: Growth Rate:All six mobile operators combined together added 423,909 subscribers with 17% growth during FY2012-13 (PTA Report 2012-2013). 3G EVO and 3G mobile internet users are increasing day by day. Everyone is using cell phones now, for daily use, for business use, for education purpose. Users accessing internet from their mobile devices will overtake the number of desktop internet users in 2014 in Pakistan, predicts a study published by IDC and sponsored by Google. That is based on survey of over 1,000 Pakistanis, revealed that desktop is dominant computing medium with 91 percent of respondents owning a PC at home. However, 45 percent of those also own a Smartphone or tablet. 18 percent cite the latter as their primary device. Mobile devices are gaining momentum: 86 percent use PCs to access the Internet daily, 77 percent use Smartphones, 73 percent use feature phones and 59 percent use tablets daily. This trend follows a decline in the prices of Smartphones and tablets, and anticipated launch of 3G services. Survey report said that Internet-capable feature phones are expected to continue to play an important role. Report said that shift to mobile usage for accessing internet is also due to unreliability of the electricity supply which is also helping to promote the usage of tablets and Smartphones in Pakistan. We think 2014 is the year mobile Internet overtakes desktop Internet in Pakistan. Consumers are really starting to embrace Smartphones and tablets, said Tania Aidrus, Manager for Asian Growth Markets, Google Asia Pacific.
Market Trends:It is long term behaviors that provide clues about the future state of markets. From above survey on market growth of mobile internet we come on that conclusion that market for mobile internet future is very bright due to power resources. We can also identify market trends through PEST analysis.Political Factors:From last 10 years political environment of Pakistan is stable in the current situation and country is not progressing in terms of economic growth that was expected. Government of Pakistan is imposing new taxes on calls, messages and internet packages. Blocking of networks by government for security purposes or protocols have contributed to the bad image of wireless technology.Economic Factors:The economy goes through a series of fluctuations associated with general booms and slumps in economic activity. In a boom nearly all businesses benefit and in a slump most lose out.Pakistani economic condition is highly unstable and fluctuation in exchange rate is observed very frequent. According to one study a higher level of income contribute to the diffusion of 3G internet. If the economic conditions are worthy i.e.; low interest rate, high wages and creeping or low level inflation rate would contribute towards achievement of objectives timely.
Social Factors:Pakistan is an Islamic country and people are very strict in case of Islam anything against the philosophy of Islam on either print or electronic media are treated as against Pakistan. Must use local languages to promote and study the psychology of the customers. Wareham and Levy (2002) report that education is a steady indicator of wireless phone diffusion because achieving higher education has a positive association with being comfortable with higher technology use.Technological Factors:Technology is changing rapidly and they need to change according to that. Ufone shifted its whole network from 900 MHz to 1800 MHz offer Value-Added Services like General Packet Radio Service (GPRS), Multi-media Messaging Services (MMS) and Virtual Private Network (VPN) and now working on 3G mobile internet. As industry analysts have increasingly concluded that mobile broadband will soon become the standard of accessing the Internet in most countries.
Competition in Mobile Internet:Ufone is also facing competition with different telecommunication companies working in Pakistan. Mobilink is leading with 28.9% market share in telecommunication industry. Telenor is second with 26.1% market share and Ufone is third with 18.6% market share. Zong and Warid competing with 16% and 10% market share in the telecom market.
Source: PTA annual report 2013.