MOBILE BRANDS IN PAKISTAN

[Kalpana Heliya]

Pakistan is a very competitive market because consumers here are not bound by long-term contracts to cellular service companies.
The consumer simply needs an ID card photocopy to set up a connection, or switch to another provider.
The consumer has the option of a post-paid monthly billing connection, which is preferred in the professional segment, or the popular-among-the-masses pre-paid connection, through which the consumer can recharge the connection whenever and by any amount.
To add to the consumer’s benefit, mobile phone portability is also available, which allows one to retain the same phone number regardless of changes in cellular service.

Orascom's Mobilink is the most popular brand in Pakistan with a 37% market share.Mobilink has remained innovative, and continues to be a pioneer in branding with its packages: the Jazz Prepaid and the Indigo Postpaid connection.


Mobilink has positioned with an image of Modernity.

The company was the first to experiment with a female model as a brand ambassador on its ATL campaign, and the Jazz Girl concept was initiated.

Mobilink’s greatest competition came in the form of Ufone, a cellular service brand. The brand immediately began by focusing on the customers, launching a campaign.

Telenor began operations in Pakistan in 2005,Upon launch, Telenor targeted consumers’ dissatisfaction with existing cellular service brands, and claimed that Telenor was the "Smart Call" for consumers. In only three years, Telenor had claimed 20 percent of the market share, almost on par with Ufone’s 21 percent and is been one of the biggest winners over the last few years.

Warid Telecom, with a current market share of 17 percent, launched in the same year with a beautifully shot "slice-of-life" TV ad. Warid positioned itself around simplicity and subtlety, and attracted subscribers more through word of mouth about its service quality than with advertising. Unfortunately, Warid wasn’t able to capitalize on its great start, and hasn’t been able to position itself as a premium brand in the industry; rather, its attempt to characterize itself as a service provider that offers the best rates has led Warid to be associated with cheap affordability.

Total number is nearly 61 million subscribers in PaKISTAN:

The Market Share distribution of the mobile services operators as per May 2008 is as follows;

Mobilink: 42.2%
Ufone: 21%
Telenor:16.6%
Warid: 16.6%
Paktel:1.9%
Instaphone:0.5%

 

[jitendra05]

Pakistan is a very competitive market because consumers here are not bound by long-term contracts to cellular service companies.
The consumer simply needs an ID card photocopy to set up a connection, or switch to another provider.
The consumer has the option of a post-paid monthly billing connection, which is preferred in the professional segment, or the popular-among-the-masses pre-paid connection, through which the consumer can recharge the connection whenever and by any amount.
To add to the consumer’s benefit, mobile phone portability is also available, which allows one to retain the same phone number regardless of changes in cellular service.

Orascom's Mobilink is the most popular brand in Pakistan with a 37% market share.Mobilink has remained innovative, and continues to be a pioneer in branding with its packages: the Jazz Prepaid and the Indigo Postpaid connection.


Mobilink has positioned with an image of Modernity.

The company was the first to experiment with a female model as a brand ambassador on its ATL campaign, and the Jazz Girl concept was initiated.

Mobilink’s greatest competition came in the form of Ufone, a cellular service brand. The brand immediately began by focusing on the customers, launching a campaign.

Telenor began operations in Pakistan in 2005,Upon launch, Telenor targeted consumers’ dissatisfaction with existing cellular service brands, and claimed that Telenor was the "Smart Call" for consumers. In only three years, Telenor had claimed 20 percent of the market share, almost on par with Ufone’s 21 percent and is been one of the biggest winners over the last few years.

Warid Telecom, with a current market share of 17 percent, launched in the same year with a beautifully shot "slice-of-life" TV ad. Warid positioned itself around simplicity and subtlety, and attracted subscribers more through word of mouth about its service quality than with advertising. Unfortunately, Warid wasn’t able to capitalize on its great start, and hasn’t been able to position itself as a premium brand in the industry; rather, its attempt to characterize itself as a service provider that offers the best rates has led Warid to be associated with cheap affordability.

Total number is nearly 61 million subscribers in PaKISTAN:

The Market Share distribution of the mobile services operators as per May 2008 is as follows;

Mobilink: 42.2%
Ufone: 21%
Telenor:16.6%
Warid: 16.6%
Paktel:1.9%
Instaphone:0.5%

Hey kalpana, this is very interesting topic and thanks for sharing the information on such a nice topic. Well, i am also going to share some information which would be useful for many other people.