project s.s
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SAA
DIQBAL|AOONSAFAR|
SALESANDSE
LLING
SALEPL
ANOFNAYATEL
NayaTel (Pvt) Ltd. (NTL) is a sister concerns of Micronet
Broadband (Pvt) Ltd. (MBL), the premier and leading DSLbroadband service provider in Islamabad and Rawalpindi. The
idea of MBL to become most modern telecom network was
transformed into reality when NTL launched South Asia's first
fiber to the home (FTTH)/fiber to the user (FTTU) network in
Islamabad in September 2006. This Project will cover Nayatels
Selling Plan.
Graduate School of Management
International Islamic University Islamabad
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Nayatel
INTRODUCTION
NayaTel (Pvt.) Ltd. (NTL) is a sister concerns of Micronet Broadband (Pvt) Ltd. (MBL), the
premier and leading DSL broadband service provider in Islamabad and Rawalpindi.
Leveraging its rich expertise and experience of broadband, MBL team conceived the ide a of
a most modern telecom network which can take care of ever growing telecommunication
needs of customers and have the capability to cater for telecommunication requirements of
at least next three decades. The idea was transformed into reality when NTL l aunched South
Asia's first fiber to the home (FTTH)/fiber to the user (FTTU) network in Islamabad in
September 2006. This real triple play project is unique in its nature as it serves complex
networking needs of mission critical businesses yet so simple th at it has become a symbol ofprestige for quality conscious home users. Covering over 90% areas of Islamabad and
business areas of Rawalpindi Cantonment, Nayatel's network offers ultra broadband
Internet, modern telephony and digital video services to busi ness and home users.
In line with traditions of MBL, Nayatel purely focuses on quality and customer service. In
fact, both MBL and NTL have re-written the quality of service parameters in Pakistani
context. As we've been a trend setter in broadband, we've also set new quality standards
totally aligned with customers' expectations and requirements. But despite delivering top
notch quality and un-matched customer support, NTL does not believe in overcharging its
customers. That's why our tariffs are highly c ompetitive even for the services for whichthere is no competition yet.
Fair and ethical business is hallmark of our corporate strategy. Customers' confidence
earned with hard efforts of last many years is our most prestigious asset and we always go
extra mile to protect this asset. This combination makes NTL as most trusted and reliable
telecom service provider of twin cities.
NTL's team has a passion to transform Islamabad into most IT enabled and broadband rich
and smart city not only in the country but in whole South Asian region. We strongly believe
that our country and society can become a great contributor to the knowledge based
economy of 21st century by leveraging the talent and intellect of young generation. And
Nayatel provides an information super highway for this talent to access global knowledge
repositories and business opportunities, hence contributing towards national development.
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VISION
To become a role model of trust, set highest standards of quality and add value to the
society.
VALUES
Honesty
Mannerism
Simplicity
Sacrifice
Discipline
Knowledge
Hard work
CUSTOMER DRIVEN MARKET STRATEGY
MARKET SEGMENTATION
Nayatel has divided the market into three different segments and those are
Geographic
Social Class
Corporate sectors
MARKET SEGMENTATION
The target market of NTL is based on their market segmentation. Following are their target
markets or customers.
Rawalpindi & Islamabad.
Elite Class.
Government and Private Companies and Firms based in Rawalpindi & Islamabad.
MARKET SEGMENTATION
Being market leader and trend setter NTL has captured most of market but sti l l
they position them self in the mind of customers as best ISP because of their
CRM strategies.
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SALES PLAN
PRODUCT LINE
Nayatel is a premiere Triple Play Service provider
Broadband Internet
Cable TV
Telephone
Nayatel is providing all these services via single cable (Fibre Optics).
ANALYSIS OF PRODUCT
BROADBAND INTERNET
Advantages
Bandwidth Starting at 256Kbps-8Mbps.
Volume based and Unlimited Packages.
Increased Security.
Redundant Inter-nation connectivity.
Dedicated Connections and Un-shared Bandwidth.
24-by-7 Network Monitoring.
Static IP.
E-mail and Domain Hosting.
Benefits
Customer can choose between 256Kbps -8Mbps according to their need.
The network is secure for business transactions.
Very low downtime.
Secure and multi-option package for corporate users.
CABLE TV
Advantages
A connection between Nayatel Cable and your
television (analog or digital).
Provide functionality to view digital programming
channels.
Watch your favorite channels with incomparable
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audio quality and sharper/clearer video images.
Friendly user interface.
Easy to install without knowing much of the technical stuff.
Compatible with FTTU network.
BenefitsCut expenditure on wiring as it is the connection between same fiber -optic cable
(used for internet) and the TV.
Provide functionality to view digital programming channels.
Video Image and Audio quality is best and more fine than other mediums.
Easy to install without any technical knowledge.
TELEPHONE
Advantages
Competitive local, Nationwide, and International call tariff.
Enhanced Value Added Services.
30 PSTN channels with 30 Direct Inward Dialing (DIDs).
Crystal clear voice communications.
30 incoming/outgoing phone lines on single link.
Simple, consolidated & competitive pricing.
Enhanced Value Added Services.
Flexible and cost effective solutions to empower your needs.
Leverage IP connection to converge voice and data.
Cost effective solution for your corporate voice needs.Effective call management, control, and distribution features.
Benefits
Low call rates
Multi-numbers on a single line.
Easy to keep an eye on your staffs calls.
COMPETITORSANALYSIS:
The competitors in the run for the project were PTCL, Wateen Telecom and Multinet.
Nayatel was ranked No. 1 in both technical as well as financial evaluations. indirect
competitors includes Wateen telecom, Link dot net, PTCL Smart and World Call.
The company is focusing to provide the Internet Service mainly through Wired Network
whereas the rapid change in the technology leads the internet service through Wireless which
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is more convenient and cheap. There other competitors such as PTCL, Wateen and Wi-Tribe
are now providing wireless internet.
Nayatel is also thinking of lunching a wireless based internet service which help them to
maintain their market share in the twin city region and also to make new customers.
SWOTANALYSIS
STRENGTHS
Strengths in the SWOT Analysis are attributes or characteristics within the organization that
are considered to be important to the execution and ultimate success of the project.
Following are strong points of Nayatel (Pvt) Limited.
Market Pioneer & Leader.
Trend setter.Latest Technology.
Quality Service.
Effective Customer Relationship Management.
Professional staff.
Weak Competitors.
Joint Venture with Alcatel.
WEAKNESSES
Weaknesses in the SWOT Analysis formula have to do with internal factors that could
prevent the achievement of a successful result to the project. Following are the weaknessesof NTL.
Limited to Twin Cities.
Weak Market Promotion Strategy.
OPPORTUNITIES
This classification has to do with external elements that will prove helpful in achieving the
goals set for the project. Opportunities could be
Developing Market.
Large Market.
THREATS
Threats are the external factors that could threaten the success of the business. Threats
could be
PTCL developing their Fibre Optics Service.
Wateen just launching Fibre Optics Service.
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COVERAGE AREA
Following areas are covered with Nayatel network at the moment
Islamabad Sector
F5/G5, F6, F7, F8, F10, F11
E7, E8, E9
G5, G6/3, G6/4, G9/4 (I&T)
H8, H9, H10, H11
I8, I9, I10 (Commercial/Industrial), I11
Complete Blue Area
Faizabad (Muree Road) till Serena hotel and its surroundings
Diplomatic Enclave
Rawalpindi
Rawalpindi Cantt (For Corporate customer only)Muree Road (6th Road)
Chak Shehzad, (Orchids and Tarlayi Scheme) Farm Houses only
INCENTIVES &OFFERS
Broadband Internet
Internet: Home Packages
Package Volume Per Month Monthly
Charges
Additional
100MB
rates
w.e.f (Dec
09)
(Upload + Download)
Connect 8
Plus
Connect 10
(Dynamic IP)
10 GB
1 Mbps (day time)
and
3 Mbps from 8:pm to 8:am
Rs.
1,199/-
Rs. 31
Connect 10Connect 12
(Dynamic IP)
12 GB1 Mbps (day time)
and
Unlimited Downloads @
3 Mbps from 8:pm to 8:am &
Sundays
Rs.1,399/-
Rs. 31
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Internet: Corporate Packages
Connect - Volume Based Packages
Packages Volume
PerMonth
in GB's
Speed Rate per add.
100 MB 1Mbps
2Mbps
3Mbps
4Mbps
Rs. / Month
Connect 12 12 2,500 30
Connect 24 24 4,900 29
Connect 36 36 7,300 27
Connect 48 48 9,900 26
Connect 72 72 13,900 25
Connect 108 108 19,900 23
Connect 144 144 25,900 22
Connect 216 216 35,900 20Connect 288 288 49,000 17
Premium - Unlimited Packages
Package Speed (Kbps) Monthly Charges (Rs.)
Premium 512 512 Kbps 24,350/-
Premium 768 768 Kbps 33,000/-
Premium 1024 1024 Kbps 41,650/-Premium 1536 1536 Kbps 55,550/-
Premium 2048 2048 Kbps 69,950/-
Premium 4096 4096 Kbps 136,450/-
One Time Setup Costs
For Corporate Customers
Installation charges Rs.6, 000
Connect, Premium and MAN (Metro Network) Packages
(includes 200 ft double fiber drop cable)
For Home Customers
Installation charges Rs.3,000
Home Package
(includes 100 ft double fiber drop cable)
Choice of Hardware
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Alcatel Optical Network Terminal (ONT) Price (Rs.)
1 Ethernet, 2POTS,1 RF Video
with UninterruptedPowerSupply(UPS)
24, 000
(inclusive of GST)
2 Ethernet,2 POTS,1 RF
with UninterruptedPowerSupply(UPS)
25, 500
(inclusive of GST)
Broadband Router Price (Rs.)
Broadband Router(4 Ethernet Ports) 3, 950
(inclusive of GST)
Broadband Wireless Router(4 Ethernet Ports) 4, 750
(inclusive of GST)
Cable TV
Package Monthly Charges (Rs)
Analog Cable 350/-
Rates of the materials are as follows:
1:2 RF Splitter Rs. 203
1:3 RF Splitter Rs. 261
1:4 RF Splitter Rs. 319
RG6 cable Rs. 4.06/ft
Joint Rs. 12
Attenuator Rs. 232
Package: Digital
Hardware
*Set Top Box (STB) Rs.4,200/- + 16% GST
Installation
Nayatel expert installation
on site
Rs.300Free
(forlimitedtimeperiod)
Telephone
Types of Calls Time Zones Charges per
Minute
Nayatel to Nayatel all days, 24
hours
0.25
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Nayatel to Fixed Phones and WLL all days, 24
hours
0.75
NWD (Nayatel to Fixed Phones
and WLL, all Pakistan)
all days, 24
hours
1.9
Nayatel to Cellular per minute
(Local)
all days, 24
hours
2.4
Nayatel to Cellular per minute
(NWD, all Pakistan)
all days, 24
hours
2.5
Installation charges: No separate installation charges
for POTS.
Monthly line rent fee: Free
19.5% CED on all charges applicable as per Government rules.
Product Worksheet Analysis:
Product
Features
Advantages Benefits Motive
Satisfied
Means of
DramatizationInternet Bandwidth Starting
at 256Kbps-8Mbps.
Volume based and
Unlimited
Packages.
Increased Security.
Redundant Inter-
nation connectivity.
Dedicated
Connections and
Un-shared
Bandwidth.
24-by-7 Network
Monitoring.
Static IP.
E-mail and Domain
Hosting.
Customer can
choose between
256Kbps-8Mbps
according to their
need.
The network is
secure for
business
transactions.
Very low
downtime.
Customer care
Secure and multi-
option packagefor corporate
users.
Networking
Availability
Cost Profit
and Value
added Profit
Security
Time saving
Expedite
problem
solution
Security
Interaction
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Cable TV A connection
between Nayatel
Cable and your
television (analog
or digital).
Provide
functionality to
view digital
programming
channels.
Watch your favoritechannels with
incomparable audio
quality and
sharper/clearer
video images.
Friendly user
interface.
Compatible with
FTTU network.
Cut expenditure
on wiring as it is
the connection
between same
fiber-optic cable
(used for
internet) and the
TV.
Access to a verity
of favorite
programs.
Video Image andAudio quality is
best and more
fine than other
mediums.
Easy to install
without any
technical
knowledge.
Use of less wire
Cost profit
Entertainment
Finest AV
convenience
cost Saving
Telephone Competitive local,
Nationwide, and
International call
tariff.
Enhanced Value
Added Services.
30 PSTN channelswith 30 Direct
Inward Dialing
(DIDs).
Crystal clear voice
communications.
Low call rates
Multi-numbers on
a single line.
Easy to keep aneye on your
staffs calls.
No voice drop age
and background
Cost profit
Easy access
convenience
Audibility
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30 incoming/
outgoing phone
lines on single link.
Simple,
consolidated &
competitive pricing.
Enhanced Value
Added Services.
noise
We can use
multiple numbers
Money saving
and low cost on
calls
Getting extra
services
Cost profit
profitability
convenience
Survey:
We conduct a survey in Islamabad about the internet service providing companies and the
number of users:
Approximate population per square Mile = 75000 (Est.)
Monthly Subscription Rates of Cable and DSL per household = Rs. 999/512 kbps, 5Gb (Est.)
Upload/download data in one month = in Tb (approx)
Existing trend towards online resources (how much time people spend online everyday = 30
to 60 min
On average, people who are connected, spend 1 to 3 hours every day on Internet.
Security of Online Resources, do the data companies use 64bit or 128 bit for cryptography.
Data lines damaged by harsh weather conditions or blown up by unknown factors = 10 -20 (
3 months)
Outside plant copper network of NTL in Islamabad is relatively in good shape as compared
to Rawalpindi. This entire network is underground.
The labour cost per hour or per day for telecom engineers and other people involve = Rs
150-250 labour/hour
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Salary of a telecom engineer with 1 2 years experience in data networking is around Rs. 25
- 35 K per month.
References:
http://www.nayatel.com/
http://www.nayatel.com/overview_data.php
http://www.nayatel.com/overview_video.php
http://www.nayatel.com/overview_voice.php
http://www.nayatel.com/overview_support.php
http://customer.nayatel.com/
http://nayatel.software.informer.com/
http://telecompk.net/2009/05/27/nayatel -and-alcatel-lucent-to-deploy-gpon-in-pakistan-
in-2009/
http://telecompk.net/2007/07/09/corporate -social-responsibility-in-pakistan-telecom-
sector/
http://www.finance.gov.pk/finance_blog/?p=53
www.secp.gov.pk/Reports/CSR_Study_FinalReport_November.pdf