History of Organization

Wateen Telecom is a Pakistani telecommunication company based in Lahore, and is a sister

concern of Warid telecom which was started in Dec 2007.

Wateen Telecom is the Abu Dhabi group's latest

communication investment in Pakistan. Sheikh

Nahayan Mabarak Al Nahayan is the member of the

Royal Family of Abu Dhabi, Minister for Higher

Education and Chancellor of the UAE Universities and

also the chairman of Wateen telecom, Al Warid

telecommunication and bank Al Falah.

Wateen Telecom's current goals are to be set up as

the leading "Carrier's Carrier". With the collaboration

of Motorola, they plan on deploying a WiMax country-wide network across Pakistan. This

network will become one of the largest of its kind in the world. Wateen also envisions the

provisioning of Direct-to-Home television services for Pakistani viewers.

Wateen is currently providing mainly outdoor and limited coverage in the following cities.

Abbottabad, Jhelum, R.Y. Khan, Bahawalpur, Karachi, Sahiwal

D.I. Khan Lahore, Sargodha, Faisalabad, Multan, Sheikhupura,

Gujranwala, Okara, Sialkot, Gujrat, Peshawer, Sukhur,

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Hyderabad, Quetta, Islamabad, Rawalpindi

To launch Pakistan into the 21st century digital revolution by providing complete communication

and media solutions to Telecom Operators, Corporate and Consumers, to be the leading

“Carriers’ Carrier” by creating a world-class cutting-edge network and to deliver a diverse range

of reliable, affordable and quality customer-centric services

Mission

To provide affordable communication services those meet and exceed customers' expectations

To deliver high-quality, flexible and innovative solutions those are cost-effective and conducive

To provide complete customer satisfaction on time, every time

To make Broadband Pakistan a reality

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The Company

Wateen Telecom is Pakistan’s one of the largest communication company in the private sector

that has helped moving forward the country into a digital revolution with its ability to seamlessly

connect and enable smarter, faster cost effective and effective and flexible communication

solutions to reach its customers.

Value chain Analysis

In value chain analysis we analyze the whole process of the company and look out whole

process through which company adds value in their product and services.

Inbound logistics

Inbound logistics concerned all those activities concerned with receiving and storing externally

sourced materials. Wateen telecom is providing services and technical sourced material

provided by Motorla Corporation as inbound logistics. Wateen Telecom-Pakistan Selects

Motorola 802.16e WiMAX Solution for Nationwide Network Deployment.

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Motorola

Motorola is known around the world for innovation and leadership in wireless and broadband

communications. Inspired by our vision of Seamless Mobility, the people of Motorola are

committed to helping you get and stay connected simply and seamlessly to the people,

information, and entertainment that you want and need. We do this by designing and delivering

"must have" products, "must do" experiences and powerful networks -- along with a full

complement of support services. A Fortune 100 company with global presence and impact,

Motorola had sales of US $36.8 billion in 2005.

VIENNA, Austria WiMAX World Europe May 23 2006 Motorola, Inc today announced that it

has been selected as primary supplier to Wateen Telecom, part of Warid Telecom International,

to plan, design and deploy a nationwide wireless broadband voice and data network in Pakistan,

with initial deployment to be completed by the second half of 2006. The Motorola solutions and

integration services are the first step for Wateen to make Broadband Pakistan a reality and

usher in a digital revolution, providing the access network, subscriber units, IP Multimedia

Subsystem (IMS) core and services to quickly and cost-effectively connect the unconnected.

The 802.16e-based MOTOwi4 WiMAX access network and subscriber units will enable Wateen

Telecom to offer broadband data services covering residential and corporate voice, Internet

access, and corporate IP virtual private network (VPN) and public hotspots.

Tariq Malik, Wateen Telecom, commented, “We are committed to deploying Pakistan’s first

nationwide network – the largest 802.16e WiMAX network in the world with over one million

users – and to enabling access to a range of voice, Internet, data and value-added services via

the network. This is an important milestone in realizing our vision of ‘Broadband Pakistan’ and

eliminating the digital divide by providing coverage to areas that are currently underserved.”

Malik added, “Motorola’s global strength and unique approach provide us with a turnkey offering

for VoIP and data services for both residential and corporate users. Motorola’s IMS core

solution will simplify service delivery, strengthening our current and future regional market

position.”

Integration with Motorola’s IMS solution will enable Wateen Telecom to offer consumers voice

services using VoIP (voice-over-IP) including enhanced residential voice features such as caller

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ID, voice mail and call forwarding. Differentiated services such as pre-paid and simple web-

based subscriber account management are also included. For business customers, Wateen

Telecom will offer a hosted VoIP solution with traditional business PBX and IP Centrex voice

services such as conferencing, integrated with services that include find me/follow me and PC

desktop integration.

Jose Figueroa, Motorola corporate vice-president and general manager of Motorola Networks,

Europe, Middle East, Africa and Latin America , said, “For emerging markets such as Pakistan,

Motorola’s ability to bypass legacy communication architectures and offer end to end integration

services is very attractive. Motorola’s integration services and WiMAX solutions are based on a

cost-efficient business model which enables operators to quickly realize the large revenue

potential of corporate as well as residential users. The ability to bring new services to market

quickly and effectively is becoming increasingly important to operators especially those in high

growth markets.”

Operations

Wateen is services company which providing internet and other services through wireless

technology. They facilitate their customers through providing better services and satisfaction.

Our TV broadcast and multimedia service offers high quality analogue and digital video

channels, gaming and interactive TV service to all its subscribers. Currently analogue TV

service is available in DHA, Lahore through HFC network, which will be expanded to other

areas and cities shortly. Wateen is revolutionizing the internet in Pakistan by introducing the true

standards of broadband internet. Wateen offers a technologically advanced service that allows

residential customer affordable, high speed and always on access to rue broadband internet.

Our goal is to provide customers with the most reliable best performing broadband internet

access. Wateen broadband internet will be available through latest Wimax technologies

Outbound logistics

Wateen offers a technologically advanced service that allows residential customer affordable,

high speed and always on access to rue broadband internet. Our goal is to provide customers

with the most reliable best performing broadband internet access. Wateen broadband internet

will be available through latest Wimax technologies. They are providing different types of

devices to the customers from their warehouses. Their warehouses usually attached their

franchises.

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SWOT Analysis:Strength WeaknessMany product lines.

Manufacturing competence.

Good marketing skills.

Good materiel management system.

Information system competencies.

Portfolio management.

Appropriate organizational structure.

Well developed corporate strategy.

Good financial management.

Loss of customer good will

Loss of brand name capital

Highly conflict and politics

Opportunity ThreatExpand core business

Exploit new market segment

Widen new market competition

Change in consumer taste

Diversify into new growth business

Enlarge corporate portfolio

Make profitable new acquisition

Applying brand name capital in new areas

Rise in new or substitutes

Increase in industry

New form of industry rivalry

Potential for takeover

Market Analysis

How large is the market for the product in Question? Is it growing, shrinking, or Static?Market definition In

order to define the

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market in Pakistan, we need to understand what needs are wireless services to

serve?

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Technology choice (wire line or wireless)

Very few and low quality copper lines available

Wireless access networks are faster and comparatively more cost effective to

rollout

Wireless medium is a preferred choice in emerging countries due to lack of

effective town planning

No need for “time consuming” Right of Way to install network

Wimax has the potential to deliver more bandwidth than other WLL technologies

Standards track end-to-end flat IP architecture allows rapid introduction of new

services.

The wireless market is growing day by day with the passage of time because due to

defective planning of cities and other infrastructure wireless would be most preferable

medium of technology in the future.

Wireless Local Loop Subscribers are increasing, again only PTCL‟s graph is showing

downward trend. Wireless Local Loop (WLL) is growing at a rate of about 100 per cent

per annum with quarterly addition of around 0.14 million subscriber on an average. The

teledensity of this wireless service has now reached 1.4 per cent and it is expected that

by the mid 2009 the WLL operators will be able to provide coverage in all major areas of

the country.

  

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What are the major factors influencing the level of demand of this product.

There are many factors influencing the level of demand of this product in Pakistan.

Infrastructure

Wireless medium is preferable choice for the emerging countries where town planning is

not effective so the wireless demand will be more than fixed line internet infrastructure.

Access factor

Wireless access networks are faster and comparatively more cost effective to rollout if

we compare with other networks like land line medium.

Time factor

The main factor which becomes the cause of increasing the demand for this product is

no need for time consuming Wright way to install network.

Market segmentation for this product

After careful analysis of all of the clusters, it has been revealed that all of the consumers

are same based on all of the Behavioral variables as far as the other wireless internet

channel providers are concerned, except for the Socio-economic classes of them.

Hence all of the following three clusters have been differentiated only on the basis of

their corresponding Segment class

Behavioral profiling of clusters

Lets we divide the different clusters on the benefit sought basis.

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Segment

1. prefers customer services, max attributes from the network.

2. prefers price and quality. This shows that they are more concerned of the value

for money, rather than the variety of related aspects of trust and service.

3. prefers each and every attribute and this is a largest of all clusters. This shows

that they have a mixed feeling about the offerings of current service providers

and they want best of all of the bargains.

At what stage in the product life cycle is the market?

Now Wateen is on growth stage in the market because in 2007 they have started their

services in Pakistan.

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Is demand consistent over time or does it fluctuates in response to random or cyclical factors?

An industry which is sensitive to business cycles and whose performance is tied to the

overall economy, especially interest rates. Many cyclical industries produce durable,

commodity-like goods such as raw materials, cars, chemicals, construction, paper,

steel, and heavy equipment. Given the durable nature of the goods, such purchases

often get postponed in poor economic conditions, but sell especially well in good

economic conditions.

There are many constraints in the broadband proliferation in Pakistan due to which

demand does not consistent over the time.

Demand Side:

Affordability (prices)

Per capita Income of a Pakistani is $925. High inflation and

spending patterns are important considerations

Skill and Uptake

Low Literacy rate

Availability of quality human resource, intellectual, social capital

and societal capacity.

Poor availability of Local content

Poor availability of quality and need-based e-services

Supply Side:

Non-availability of dependable power supply

Relevant wireless coverage and spectrum

Quality of Access

Low Corporate absorption strength

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Consumer Behavior Analysis

Who initiates the buying process?

When a consumer purchase internet connection they still perform a similar sequence of

tasks searching for information about different products evaluate these alternatives and

transacting the chosen alternative. However a user personally purchases the

connection and family or friends have a great impact on these activities.

What events or factors stimulate the need to purchase?

Once customer identifies the need they may seek information about retailers or

products to help them satisfy. Customer search regarding internet connection could be

limited because it is a specialty product. The analysis has shown that in terms of

internet connection customer mostly refer to family and friends as reference group.

These reference groups affect buying decision offering information like price tariff and

plan. Providing reward for specific purchasing behavior for instance friends could

appreciate they you could access internet at anywhere if you are carrying a laptop.

Then customer enhances and maintains their self image.

What criteria are most important and will they change over time.

During this stage consumers process different product information and make a final

value judgment. From our consumer behavior analysis we have found out that on this

stage customer evaluate internet connection on its several attributes like price, net

speed, tariff plan which come along with looks etc and they also decide which attribute

are most important for them. If he was not satisfied with the services of the existing

network he will change it in future.

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Who makes the final buying decision?

It’s not necessary that customer will always purchase a brand or internet connection

with evaluation. The internet connection offering benefits may not be available into the

store or the customer may feel that the risks outweigh the potential. Therefore retailer

should ensure that their sales persons are knowledgeable enough and they are also

skilled presenter of their products otherwise it could raise confusion in customers mind

during purchasing of internet connection reducing the actual and perceived time of

purchasing. The finally user make decision to buy the connection.

Who uses the product once the purchase has been made?

After purchasing a product the user in which his family and friends also uses the product

and check the efficiency of the product and the experience will be based on the net

speed signal strength amount of money they have spend.

How the product is used evaluated and discarded?

Customer often feels that service providers do not deliver what they promise. They feel

players should present the terms and conditions and tariff plans/schemes in clear terms.

Monitoring every small detail regarding the tariff plans must be included in the bill. For

example if a company intends to collect an advanced monthly rental from customers

them it has to mention that in its tariff plan so that customers are not shocked when they

see a bill that includes monthly advance rentals as well. This kind of practice might keep

customers away from going for a particular brand.

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