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IntroductionZong that is providing both Zong 3G Packages and Zong 4G LTE Packages in Pakistan, with

the claim that Zong is the blazing fast internet provider.

PEST ANALYSIS

Introduction

A PEST analysis for the telecommnications indstry needs to be divided into the forcategories!

". Political,#. Economic,$. Social and%. Technological.

Each of these sbcategories of a PEST analysis help bild p an idea of the framework that helpsmacro&environmental factors sed in the environmental scanning component of strategicmanagement. A PEST analysis is part of the e'ternal analysis that is carried ot when doingmarket research, and gives an idea of the macro&environmental factors that a company needs tokeep in consideration.

PEST Analysis of Pakistan Telecommunication Sector

• Pakistan is on the verge of Telecom revoltion Pakistan contines to be one of the fastest

growing telecom markets in the world.

• (eforms introdced by sccessive Pakistani governments over the last decade have

dramatically changed the natre of telecommnications in the contry.

• The Pakistani telecom sector has attracted more than )* billion in foreign investments.

+ring #-&, the Pakistani /ommnication sector alone received ) ".0# billion in

1oreign +irect 2nvestment 31+24 5 abot $6 of the contry7s total foreign direct

investment.

• 8y 9arch #*, Pakistan had *" million mobile 2n addition to $." million fi'ed lines,

while as many as #.% million are sing :ireless ;ocal ;oop connections• Pakistan is ranked %th in terms of broadband 2nternet growth in the world, as the

sbscriber base of broadband 2nternet has been increasing rapidly with the total base

crossing "-, in the contry. The rankings are released by Point Topic <lobal

broadband analysis, a global research centre.

• Pakistan according to P/ :orld was amongst those top five contries with the highest

S9S traffic processed with -0$ million S9S dring #&*. 2n terms of year&on&year



growth, Pakistan traffic volme grew by #=$ percent compared to last year dring the

same period.

• The contribtion of telecom sector to the national e'che>er increased to (s "" billion

in the year #-& on accont of general sales ta', activation charges and other steps as

compared to (s " billion in the year #0&-.

• According to <overnment 8oard of 2nvestment, /elllar Phone Sbscribers in #&*

are *",%,.

• The Telecom sector all arond the world and especially in Pakistan has e'perienced a

tremendos growth in the last few years.

• The telecommnication sector of Pakistan was awarded the stats of indstry in #= and

since then it has been one of the fastest growing sectors of Pakistan.

• The mobile density reaching =#.- in April, # and the nmber of mobile sbscribers

reaching = million. 3Sorce! Pakistan Telecommnication Athority, Annal report

#-&#4.

Political Analysis

The political factors of the telecom indstry are the ways that the government intervenes on theindstry. <overnment laws pt restrictions on the tariffs and phones that the telecommnicationsindstry prodces and all new technology mst adhere to a strict set of government rles. <oodsand services provided by the telecom indstry also need to fit the safety and privacy governmentreglations.

2n Pakistan Telecom sector is playing a very important role in whole contry and vastlyspreading day after day. So it is also affects by government rles and reglation like other

sectors.

The political arena has a hge inflence pon the reglation of bsinesses, and the spending power of consmers and other bsinesses. Some political factors are!

• ?n Stable political environment in Pakistan.

• <overnment policy inflence laws that reglate or ta' on telecom.

• Anti&trst reglations

• Price reglations

• (apid change in reglations

•

/hanging <overnment@s policies on telecom sector.

Essential Requirement Case

". A license issed by telecommnications reglation athority is re>ired to commence

bsiness in that area the nmber of players is ths restricted.

#. Beed to adhere to nmeros health C safety reglations in order to comply with e'pected

standards.



$. 9obile telecom service providers do not have "6 freedom in pricing isses.

%. +e to the sensitive natre of the operations within the indstry, governments wold

generally not allow "6 share holding by foreign investors in the local mobile

telecommnications indstry.

• <overnment is also spporting telecom indstry by providing environment that is

investor friendly for telecommnication sector.

• <overnment is also spporting telecom indstry.

Economic Analysis

Economic growth, inflation and interest rates can all have an impact on the telecommnicationsindstry. (ival telecom bsinesses need to stay competitive bt most have had to raise pricesdring the global recession. +ifferent companies will try to beat others by offering limited timeoffers on some of the latest mobile phone handsets.

Telecom sector has been played an important role in or economy dring the previos = to 0years and help to increase efficiency in telecom sector.

• 2n fiscal year #&* satration in the market and global financial crisis the total

investment decrease %-6 in telecom sector of Pakistan which is a hge deficit in telecomsector of Pakistan.

• +espite the global crisis the telecom sector continos to grow positively in term of

sbscription and revene.

• Dperators speedily rolled ot their infrastrctre reaching ot to meet of the poplation.

8t still hge are remain where investment opportnities e'ist.

• 9arketers shold consider long term and short term state of a trading market.

• 2nflation is controlling by state bank and nder strict eyes bt nemployment rate is going

p and p with the increase of level of poverty.

• Economic instability is worsening day by day as li>idity crnch is prevailing in the

world.

Investment in telecom sector

• 2n #&* operators total ?S )".0 billion worth of investment has been made by all

operators in Pakistan.

• Pakistan provide profitable environment for investment for foreign investors to invest in

telecom sector of Pakistan.

• +e to profitable environment, telecom sector attract ?S )"= million in #&* which

was a big investment dring this financial crisis period.



Revenue and growth rate from telecom sector

• 2n last 0 months of #*, telecom sector received over ?S )"%$ million. This was "6 of

total 1oreign +irect investment in Pakistan.

• Telecom revene showed "*.6 growth dring #&* bt in #-& it showed ".#6.• /elllar mobile sector contined to be the leader in telecom revene, whose share came

ot to be 0%6 in total revene of telecom sector of Pakistan

• /elllar mobile growth rate is "-6 in #&*.

• <overnment of Pakistan redce <ST1E+ rate from #"6 to "*.=6.

• Telecom sector contribte to Bational e'che>er""# billion in #&* bt in #-& it

was """ billion.

Social Analysis

Some of the biggest social factors that have affected the telecom indstry are those consideredwith career attitde and safety.

• The career e'pectation is increasing as the increase in on&the&go bsiness careers has led

to an increase in desire for mobile phones that will alert for messages, phone calls and

emails. They also need to have the facility to carry ot conference calls, instant

messaging and a host of other career focsed featres.

• <rowth rate of poplation of Pakistan is increasing at an alarming rate increasing the

sage of cell phones.

• Safety regarding mobile phones also needs to be taken into consideration by the indstry.

• Phones with hands&free featres for cars are a mst in the crrent environment.

• As Pakistan is an 2slamic contry and people are very strict in case of 2slam anything

against the philosophy of 2slam on either print or electronic media are treated as against

Pakistan.

• 9ost of the people dislike anything e'tra&ordinary or something which sabotage their

cltre or sbcltre.

• /ompanies who are targeting pper&end of market mostly pblished and aired their

advertisement in English langage.

• 2n metropolitan cities women are doing work along with their other responsibilities bt

other than metropolitan cities it is difficlt for women to convince their parents andsposes for work.



Tec!nological Analysis

The rate of technological change is important within the telecommnication indstry.(evoltionary technological changes and discoveries are having a dramatic impact on telecom

indstries.

New Products

• Bew models of phones and commnication devices are being prodced at an alarmingly

fast rate.

• The companies involves in the commnications indstry in respect to Pakistan are in a

constant race to be the first to have the newest phones with the latest technology.

Investment

• /ompanies have technology with which they can compete in Pakistan and now

companies are investing in their infrastrctre to not only e'pand bt also to pgrade

their e'isting strctre.

Focus on Technological Efforts

• 9obile telecommnication technology has made several different prodcts like,

:alkman, Paging, ?se of postal mail, Alarm clocks, 9obile S9S banking.

• Advanced featres and services sch as cameras, 9P$ players, mltimedia messaging,

email and mobile have been added.• The indstry by sing technology creates several risk related sitations especially with

regards to network secrity C system operations.

Productivity Improvements through Automation

• /rrently all companies e'cept Zong C insta phone are providing 9lti&media

9essaging Services 399S4, <eneral Packet (adio Service 3<P(S4, Firtal Private

Betwork 3FPB4, Pocket Stocks, and /onference /alling, :allpapers Animated pictres

Polyphonic ring tones 3:AP4, and Foice 9ail at low price and some are also providing

featre that one can see TF channels on their cell.• Bow days, de to the sophisticated natre of technologies that e'ist within the

telecommnication indstry, it has allowed C facilitated new ways of working for

individals as well as creating new bsiness opportnities.

• 9obilink shifted its whole network from * 9Gz to " 9Gz offer vale added

services like <eneral Packet (adio Service 3<P(S4, 9ltimedia 9essaging services

399S4 and Firtal Private Betwork 3FPB4 etc.



Segmentation

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Product

Zong is offering eight 34 $<, %< 9onthly Packages, each package7s details are e'plained below!". Zong 9onthly 9ini $<, %< Package

#. Zong 9onthly 8asic $<, %< Package

$. Zong 9onthly Premim "&$<, %< Package

%. Zong 9onthly Premim #&<8 $<, %< Package

=. Zong 9onthly Premim %&<8 $<, %< Package

0. Zong 9onthly Premim Pls "&<8 $<, %< Package

-. Zong 9onthly Premim Pls #&<8 $<, %< Package

. Zong 9onthly Premim Pls $&<8 $<, %< Package

They are providing weekly package also

*uality

They claim to be a fastest network with speed that one else cold be given right now

Image

They are new brand lanch in Hne #"= they are bilding a good image among people

Features

Providing different 98S and <8S packages with a affordable price,

Zong %< lte wingle also introdce, wifi sb drive

Customer service

"""&###&""", Zong ser $"

Availa+ility

2t is a new featre available in - main cities in Pakistan

Price

Zong *eekly 4G LTE Packages

I /harges! (s. -I +ata! - 98s

I Falidity! - +ays

+enefits

• Pakistan cheapest price rates.



• /stomer based pricing strategies.

• 9onthly price plans are available.

• (ewards on the sage.

,onthly pac-age

, G+ -s.3&/ 3/ days

4 G+ (s.0= $ days

$/ G+ (s."= $ days

,/ G+ (s.#= $ days

3/ G+ (s.$= $ days

Place

Zong is lanch the high&speed ;TE services in - cities, namely 2slamabad, (awalpindi, ;ahore,

Jarachi, 1aisalabad, Peshawar and Ketta Zong franchisees, and the coverage of both Sper $<

and %< ;TE from Zong will be e'panded gradally in the months to follow. LThe initial lanch

targets the - maMor cities, where we have the vast network coverage which ensres the

availability of the fastest data speeds,N

Promotion

Pu0lic relations

• The adience got in the mood to let loose and enMoy the celebration as Son +angeros

took the stage with his enthralling dance performance,

• 1ashion show casing Pakistani



• The Zong %<lte lanch was a perfect display of classic silhoettes in a technologically

savvy environment which contined with a sit&in dinner, followed by a live performance

by msic7s most notable band,

• (+8 who flew all the way from ?J for the lanch and srely got the adience on its

feet. The credit for a phenomenal show goes to 1rieha Altaf and her team at /atwalkEvent 9anagement C Prodctions.

Ad"ertising

• 9edia advertisement is an important part in any kind of cstomer oriented activity, there

media activates create a maMor role in creating awareness among people

Sale )romotion

• Zong7s free call on one nmber package, they introdced it a month earlier than they

started advertising it. 9eanwhile, it remained in what yo can say beta version.

• There is another e'ample, when 9obilink offered (s. " per min call, which was

responded ne't day by Telenor with a similar offer. ?fone in a week or so came p with

? won, while Zong took # months to start (s. " per min call. 2t shows how calmly they

observe market trends before lanching

Process

• Oo will have to get a %< S29 to enMoy %< service. Oo can get %< S29 from!



• /S/s, 1ranchises

• Drder it online and get it delivered at home.www.zong.com.pk%g sim

Service ble print

Seller 3

Parking

Seller 3<ard

1ranchise8ill boardsTF ads:ebsite

(eception:aiting

https://www.zong.com.pk/4g/



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