Final Project on WorldCall Telecommunications Group

Corporate Profile

Worldcall Telecommunications Group began life in 1995 when First Capital Securities Corporation Ltd started incubating Worldcall Payphones, now Worldcall Communications Limited. The next few years were spent in expanding payphone network across Pakistan, creating new businesses and drawing investor attention to the value of Worldcall businesses.
And now, there are 141,000 payphones all over the country and Worldcall holds the largest share with 22 % of the market. Today, they are number one, and pioneers in franchised payphones
In 1998 Prepaid Calling Cards were launched by Worldcall phone cards under the brand name "Hello". In the private sector HELLO is number one and again the first. In the following year the group established dial-up internet services through Worldcall Dot Com. In 1999 Worldcall Telecom Lanka established the group’s first overseas presence when payphone operations were established in Sri Lanka. Today, they operate over 1200 payphones in Sri Lanka.
In 2000 Worldcall Broadband established a Hybrid Fiber Coaxial (HFC) network in Lahore by the name of "Magic", thus becoming the first Multi service operator in the country, providing cable television and cable internet. In Cable Television in Lahore, Worldcall was the last entrant and by far the largest. In 2003 they launched a state of the art HFC network operation in Karachi branded Worldcall Broadband Limited. Phase 1 of the project, covering Defense and Clifton is complete and over the next eighteen months the project envisions a fiber network all over Karachi.

Group Companies
Currently the following companies are under the Worldcall group and operate each in their specific field.

1. Telecommunications/Media/IT
• Worldcall Communications Ltd.
• Worldcall Phonecards Ltd.1
• Worldcall Multimedia Ltd.
• Worldcall Broadband Ltd.
• Worldcall Telecom Lanka Ltd.
• Worldcall Telecom Ltd.
• Worldcall Internet Solutions Ltd.
• Worldcall Dot Com Ltd.2
• Total Media Ltd.
• Media Times Ltd.
• World Press Ltd.


2. Financial Division
• First Capital Securities Corp.Ltd.
• First Capital Equities Ltd.
• First Capital Investments Ltd.
• First Capital Mutual Fund Ltd.
• Lanka Securities Ltd.
• Shaheen Insurance Co Ltd.
• Equity Partners Securities Ltd.

3. Property Division
• Pace Pakistan Ltd.
• Pace Super Mall Ltd.
• Pace Woodlands Ltd.
• Pace Towers
4. Press Releases
• Business Plus
• Daily Times
• World Press Limited




Future Expansion and Initiatives
Expansion

Worldcall plans an aggressive expansion in all its existing businesses. Internationally Worldcall is evaluating other opportunities in infant regional markets with similar profiles like Bangladesh, Sri Lanka etc. as well as international markets that have become telecom hubs for these regions like UK, US, Hong Kong, Australia & Singapore.
New Licenses / Businesses
Worldcall's strategy is to position itself in advance to gain a first mover advantage in various communications businesses. Pakistan Telecommunications Authority (PTA) issued licenses for LDI and LL to Worldcall on the 14th and 16th of July, 2004.
New Licenses - Local Loop (LL)
Worldcall was awarded this license on 16th July, 2004 and was the first new entrant in this segment. It will offer voice services utilizing its HFC network to ensure access to the last mile. Worldcall then plans to expand this business using alternate technologies as well.
LL (telephony) service providers will offer telephone connections either by laying cable or through wireless technology. Worldcall will provide customers with additional telephony choices, better quality of service, attractive pricing plans and a new set of features such as conference calling, call-waiting, call forwarding, free-phone (0800 service), and the like.
Worldcall will launch telephony services using the following:
• Worldcall will be the first to launch telephony to its Cable customers in Lahore and Karachi in addition to Cable TV and Broadband Internet services as a true multi-service offering;
• Telephony & Broadband Internet over copper (Multi Service Access Nodes - MSAN);
• Wireless home telephony with limited mobility
New Licenses - Long Distance & International (LDI)
Under the deregulation process, the PTA has issued Long Distance and International (LDI) licenses. Worldcall, already a leading player in the telecom market is a natural contender for this license and has become one of the first companies to acquire the said license. Worldcall was awarded the license on 14th July 2004 and services has started in November 2004. Worldcall has selected state of the art-technology to offer next generation services and will be the first operator to deploy a full Next Generation Network (NGN).
Contracts for equipment supply and network deployment have been finalized with leading international telecom vendors including Siemens, Cisco and Nuera. Worldcall LDI network will cater to the needs of different market segments by offering competitive voice and value added services tailored to their individual requirements. With the Worldcall LDI network in place, the end customer will be able to get better quality of service and care.
Worldcall is investing in scalable & flexible NGN solutions providing cost effective and future proof investments. This means lower fixed and capital expenditure and more efficient structures creating lower operating expenditure, better quality of service, more competitive products, quick-to-market and new revenue rich services.
New Licenses – Wireless Local Loop (WLL)
Worldcall has completed all preliminary work for successfully launching the services across Pakistan at very attractive pricing and quality of service after grant of license by PTA. Worldcall plans on deploying a Third Generation capable Network CDMA 2000 1X and will be offering Fixed Telephony, Limited Mobility Telephony and all the latest value added services like ; SMS, MMS, GPRS, Push-to-talk, EMS, etc.

Management Team


1. Chairman & CEO
Salmaan Taseer

2. Managing Directors
Mian Ehsan ul Haq - Financial Sector
Shaan Taseer - Multimedia BroadBand Karachi & MSAN

3. Group Directors
Muhammad Shoaib - Technical
Shahid Mahmood - Information Technology
Dr. Ahsan Hameed Malik - Communications & HR
Sardar Ali Wattoo - Finance
Kamil Aziz - Business Development

4. Group Financial Controllers
Arif Kitchlew - Media, Property & Financial Services Naveed Tariq - Telecom
5. Executive Directors
Babar Ali Syed - Worldcall Telecom Limited

6. Chief Operating Officers
Razzaq Paracha - Worldcall Communications
Yasin Joyia - Worldcall Multimedia
Adnan Aslam - Worldcall Broadband
Rashid Shafi - Wireless Local Loop
Moeed Rehman - Pace

7. Audit Committee
Shaan Taseer
Chairman
Muhammad Shuaib Yousaf
Muhammad Naveed Tariq




Investors & Partners
Due to its performance, the group has been able to develop strategic partnerships in Pakistan and South Asia. Our international investors/partners include the following groups:
• Sheikh Sulieman Ahmad Said Al-Hoqani of Oman
• Al Juffali group, of Saudi Arabia
• Hollard Group, South Africa
• Hayleys Group, Sri Lanka
• Bank of Ceylon, Sri Lanka
• Merchant Bank of Sri Lanka
• Shaheen Foundation
• Saudi Pak
• Pak Kuwait Investment Co. Ltd


Technology Partners / Vendors
• Samsung
• Schlumberger
• Scientific Atlanta Inc. USA
















Worldcall Multimedia Ltd

Worldcall Multimedia Limited (“WML”) is the first-ever broadband infrastructure deployed in Pakistan to provide interactive multimedia services through hybrid fiber coaxial (HFC) network in the city of Lahore. This is a 65,000 house pass project that began offering 80+ crisp TV channels to its customers in December 2001 and high-speed Internet-over-Cable service has recently started as well. WML is currently servicing around 36,000 Cable TV & over 4,000 Internet-over-Cable subscribers. Other value added services such as VoIP / telephony, pay-per-view, video-on-demand, distance learning, security and data network services will be added gradually subject to relevant approvals. Their brand name “World of Magic” is reflective of the company’s commitment to fill their customers’ world with the magic of infotainment. Their service gives the subscribers the opportunity to be entertained by a wide range of engaging channels in English, Urdu and Punjabi: Movies, sports, news, documentaries, music, children programs and other entertainment and information content. Other value added services include Software downloads, MP3 streaming, Online Multiplayer Gaming, Internet Radio & Video Streaming through their website www.magic.net.pk.
Sponsors of Worldcall Multimedia included FCSC, Worldcall Communications & Cairnwood Global Technology Fund. After a major restructuring to bring local operational telecom companies in the group under one umbrella, WCL now holds 99.9 % shares of WML. Worldcall Communications is in the process of acquiring the balance shares of WML after which WML shall become a wholly owned subsidiary of WCL.











Vision

Worldcall Multimedia Limited is committed to achieving the highest quality in all that it does. Our endeavor is to consistently satisfy our customers, shareholders, fellow employees, and communities by giving them the best possible services. Being the pioneers of providing Broad Band services and Cable TV on fiber optic continue to strive for providing state of the art technology in order to bring Pakistan at par with the most advanced countries in the world.








What is Broadband?
Broadband is the term used to describe internet services that are much faster and more powerful than home connections. Until now, these 'dial-up' connections have been the most available and affordable forms of internet access, but now there are broadband ptions in many areas so it is worth knowing what is out there to decide when to make the switch. New services using your existing telephone lines, for example, can allow you to access the internet and make a telephone call at the same time, meaning your friends don't have to get an engaged tone when they try to ring you any more just because someone in the house is always on the internet!

1. How fast is fast?

OK, so we all know broadband internet means fast internet. But how fast is fast? Is it just as good simply to buy a whizzy new modem and carry on dialling up, for example? While there is no single precise definition of broadband or broadband speeds, there are some generally accepted features. First, however, you need to understand how internet speed is measured. A standard home computer modem these days operates at a maximum speed of 56k (precise speeds can vary due to congestion on the internet and other factors, but that is what it is capable of in perfect conditions). 56k (sometimes seen as 56Kbps) means 56 'kilobits per second'. What's a kilobit? Just over 1,000 bits. What's a bit? It's the most simple element of digitised data - a 1 or a zero, which are the building blocks of all computer data. So, a modem can send around 56,000 bits of data every second down the line. This might sound like a lot, but as users of dial-up modems know, it can seem awfully slow as one waits for the 50th photograph on a page crammed with images to download just as someone else in the house is waiting to use the telephone. And this is just the maximum speed - sometimes modems seem to freeze up altogether or you have problems connecting to your ISP. So how fast must a connection be before it is called broadband? Some say 128Kbps, others 512Kbps. Certainly 512Kbps is fast enough that accessing websites seems instantaneous. But all agree that even higher speeds of at least 2Mbps - Megabits per second, or just over a million bits - will be needed before services involving live video beamed over the internet will become practical.

2. Speed isn't everything.

Broadband is not just about higher speeds, though. There are other things to recommend it. Most types of broadband internet service are 'always on' - in other words, you don't have to keep connecting and disconnecting, you can just sit at your computer and start surfing the web whenever you like. As we have already mentioned, they also usually allow you to make phone calls at the same time as using the internet, sometimes with several phone lines as well - a real godsend in households where some people love the internet and others love the phone! Finally, faster speeds mean not only that you can retrieve web pages faster, but that you can start to use the internet in new ways which are simply not worth trying with a slow connection. You can listen to TV and radio over the web; watch 'web casts' of your favorite pop group; and send holiday snaps to friends and family with ease. Small businesses can also find it's much easier to work both inside their offices and with external customers and partners with broadband connections.

3. What You Get when You Use Broadband?
• Fastest Internet speed
• Latest music
• Latest games
• Crystal clear movies
• Free your phone (no busy phone)





DEPARTMENTS

1. Administration & Security
This department is responsible for housekeeping, controlling logistics, security of offices & network and liaison to authorities like WAPDA. The basic problem encountered by the department is the security of the scattered network.

2. Advertising Sales & Content
This department sells media and air time to companies and ad agencies. Content editing is also performed by the department. Restrictions imposed by the government on the content are the barriers on the performance of the department.



3. Customer Care
This department is responsible to record customer complaints, forwarding them to the specific department and giving feedback to customers. Problems arise when there are more number of calls then the number, call center can handle.

4. Finance & Accounts
This department performs activities like accounts keeping, financial analyses and forecasting, banks dealing, procurement management, inventory recording, cash collection and cash distribution. The basic problem faced by the department is field inventory damage evaluation.


5. Human Resources
This department performs recruitment, training, appraisal, salary and discipline of employees. Inappropriate attendance system creates problems for the department.

6. MIS
This department performs software development, Local Are network operations & maintenance and value added services management. Problems are encountered when virus attacks happen.



7. Sales & Marketing
This department is concerned with sales management & enhancement, collection & recovery of revenues, distribution management, and brand promotion. Problems are faced when government imposes restrictions on content relayed, which lemmatize sales growth.

8. Technical
This department is responsible for network design, installation, transmission & maintenance and repairing of equipment. Problems are usually faced in maintenance and repairing of field network.














Organizational Hierarchy

































Financial Position
























Offerings of Worldcall Multimedia Ltd

• Cable TV (CATV)
• Internet Cable (IOC)
• Advertisement
• Dial up
• Hello calling card


Areas of Service

Currently Worldcall Multimedia Limited is selling its services to the following areas in Lahore.
• Allama Iqbal Town
• Cantt, Cavalry Ground
• Davis Road, Egerton Road
• Defence Housing Authority
• Faisal Town
• New Garden Town
• Gulberg
• Model Town
• Muslim Town
• Samnabad
• Scotch Corner, Zaman Park
• Shadman
• Shahjamal
• Tech Society
• Upper Mall

Area Offices
Area offices are built in central areas for customers’ convenience, where customers can pay bills and go for any technical help. Area offices are present in the following areas.
• Allama Iqbal Town
• Cantt.
• Defence Housing Authority
• Gulberg
• New Garden Town


Area Office Operational Activities
Following are the activities performed by an area office.
• To follow and monitor the monthly sales targets (CATV/IOC) assigned in the respective area for new and already lit-up areas.
• To acquire the map of the newly lit-up area with marked node/ cluster boundaries before initiating sales in that area.
• To divide/ assign the sub-areas to the Sale Executives for sales through the orientation on map and in the area physically.
• To assign accounts/ customers to the IOC Accounts Executives for collection and to assign house pass for the new sales.
• To assign the Sales Executives (CATV/ IOC) with monthly and daily sales targets in their respective sub-area.
• To carry out the audit of the respective area to check the illegal connections and to take the necessary preventive measures.
• To ensure the installation at new connections should be upto the required standards.
• To provide the detailed survey of the area in respect of total house pass detail, income group residing in the area, competition in the area.
• To provide the complete detail of head-ends operating in the respective areas. The comparative analysis of the competitors in terms of price, channels, service, subscribers etc. and strength and weakness of the competitors.
• To keep a complete track and reporting of conversions made during the month.
• To maintain and present the daily Sales (CATV/IOC) reports at the standardized format on daily basis.
• To prepare and present the graphical, analytical and comprehensive report of all the sales activities by the end of every month.
• To present the report regarding the installation requirements, theft and network tempering every month.












Distribution Strategy
Worldcall Multimedia Limited has wisely made use of its network by extending lines to areas where it can’t operate directly. Distributors have been appointed to provide CATV services. Distributors install their own webs and maintain by themselves by paying certain percentage to Worldcall Multimedia Limited. Worldcall Multimedia Limited establishes its authorized sales outlets in the existing offices distributors on following conditions;

• Prime location of distributor’s office in the locality.
• The signboard and other office fixtures to be provided by the Worldcall Multimedia Limited.
• Distributor will display and sell Worldcall products at its outlet like PCO, calling cards, Dial-up cards, CATV and IOC sales booking forms, Daily Times, Advertising for CATV etc.
• Distributor is required to install at-least 2 phone lines for customer care.
• The customer care number in the distributor area to be publicized by the distributor.
• All the POS material for all products will be available with the distributors.
• The addition of services will increase the business and potential to increase revenue for distributors






INTERNET TIMELINE OF PAKISTAN

1991
• X.25 Packet Switched Public Data Network (PSPDN) introduced by PTCL.
• Tariffs are high, service is low, but in principle one can get connected to the young Internet.

1992
• Pakistan's first email node established at HEJ Research Institute of Chemistry, Karachi University.

1993
• Imran.Net starts offering its commercial e-mail service.
• SDNPK, a UNDP project, starts the first reliable e-mail and news group service.

1994
• First DNOPs (Data Network Operators) licenses issued by GoP.

1995
• .pk domain comes into existence.
• Digicom offers first commercial Internet Service. A 64Kbps link. Rs100/hr.

1996
• PTCL starts its Internet service.
• Pakistan Telecom Act Approved by Parliament & PTA formed.
• ISP licenses issued by PTA.
• PTCL signs for SMW-3 fiber optic cable spur touching Karachi.
• LUMS becomes first educational institution in the country to have own Internet connectivity.

1998
• ISPs mushroom across the country, followed closely by cyber cafés.
• PTCL introduces multi-metering of Internet calls despite public outcry.
• PTCL, under consumer and industry pressure, stops multi-metering of Internet calls.
• Formation of Internet Service Provider's Association of Pakistan (ISPAK).

1999
• Universal Internet Numbers (UIN) starting with digits 131 allotted to ISPs.
• New tariffs for international bandwidths using fiber (SMW-3) bring shared IP international bandwidth to US$6000 per month, for 2 Mbps.


2000
• Pakistan's first IT Policy formulated.
• GoP’s Universal Internet Access scheme allows more than 1,000 cities, towns and villages to dial ISPs in the nearest city at the cost of local call.
• SMW-3 fiber optic cable commissioned.
• Broadband cable introduced by Worldcall in Lahore.

2001
• PTCL establishes new Internet bandwidth service through the newly introduced Pakistan Internet Exchange (PIE) with attractive price tags, but no quality of service guarantee.

2002
• PIE starts blocking Internet telephony and pornographic websites.
• Government sets up Virtual University.
• Pakistan Educational Network connects 56 national universities with a high speed optical fiber network.
• PTA issues determination unblocking Net2Phone and other VoIP services.

2003
• Pakistan's first geo-stationary satellite, PAKSAT-1, becomes operational.
• PTCL Monopoly lapses on Jan 1 – on paper.
• PIE network goes down to crawling speeds 63 times in two months.
• PIE blocks access to SA Tribune, a Washington based news website, critical of the GoP. Ministers deny the blocking.
• PTCL bandwidth rates are dropped from US$ 6,000 per 2 Mbps to US$ 5,400 per 2 Mbps.
• FLAG's virtual pop activated.
• PTCL signs 1st service level agreement with ISPs on FLAG circuits.
• Internet subscribers hooked to about 45 ISPs in Karachi suffer owing to break in fiber cable of PTCL. Internet remains ‘down’ for 19 hours.
• Ministry of Information Technology and Telecommunication announces the De- Regulation Policy for the Telecommunication Sector.
• GoP announces plans to give away porn-blocking software.











Market Profile (Pakistan)

Internet usage has been gaining ground in the past few years in Pakistan. Recently BBC reported that there are about 200,000 internet users at the beginning of 2002. This number has been growing with the increase in the number of cities that are now on the World Wide Web. On last count the number of cities in Pakistan that had Internet access was 521. Below is the breakup of the number by state:
Punjab 255
Sindh 103
N.W.F.P 94
Baluchistan 67
Gilgit 1
Federal (Not a state) 1

Following are some more facts given in the survey.
• Computer ownership per 100 inhabitants 0.41
• Telephone lines per 100 inhabitants 2.44 (Working) and 3 (Installed)
• Internet hosts per 10,000 inhabitants 0.78
• Internet cafés/telecentres per 10,000 inhabitants 5
• Internet users per 100 inhabitants 1.16
• Fiber connectivity from 120 cities to 200 cities
• Internet services from 29 cities to 582 cities
But now in 2005 the number of cities having access to the internet have cross the boundary of 1000 cities in the Pakistan.


Core Competencies
Core Competencies of Worldcall Multimedia ltd are as
• Very Big Network. urrently Worldcall Multimedia Limited is selling its services to the following areas in Lahore.
o Allama Iqbal Town
o Cantt, Cavalry Ground
o Davis Road, Egerton Road
o Defence Housing Authority
o Faisal Town
o New Garden Town
o Gulberg
o Model Town
o Muslim Town
o Samnabad
o Scotch Corner
o Zaman Park
o Shadman
o Shahjamal
o Tech Society
o Upper Mall


• Worldcall is using Hybrid Fiber Coaxial (HFC)
• Worldcall is the first company which introduce term broadband in Pakistan in 2001






Differentiations
Along with up given core competencies Worldcall Multimedia Ltd is has also taken edge over its competitors on the following grounds.
• On Door Billing
• Computerized billing System
• Call Centers for its customers
• Well Trained and fully equipped technical teams.
• Compensation for downtime
• Strictly follow the Govt. rules and regulations
• Three services on a single modem
• IOC is independent of telephone lines and uses the existing HFC network installed
• Neither service offers unlimited Internet connection at WML rates
• ISP’s like Brain Net is laying down fiber optic cable in selected areas of Lahore like;
o Gulberg (Main Boulevard, Hafeez Center)
o Muslim Town
o Allama Iqbal Town (Planned)


Segmentations
Worldcall Multimedia Ltd is working on the concept of Mass Marketing. So under the given concept it is targeting every kind of customer.

Key Success Factors (KSE)
• Technical Expertise
• Hybrid Fiber Coaxial (HFC)
• Entrepreneurship



Pricing Strategy

Worldcall Multimedia Ltd has offered its Internet services on the following prices.



Sr. # Description Monthly Subscription (Rs.) Quarterly (Rs.) Half Yearly (Rs.) Yearly (Rs.)
1 64 kbps 4500 4388 4275 4050
2 128 kbps 9000 8775 8550 8100
3 256 kbps 20000 19500 19000 18000
4 384 kbps 25000 22425 21850 20700
5 512 kbps 35000 34125 33250 31500
6 1024 kbps 70000 68250 66500 63000




Installation Charges
Cable Modem Price Rs. 4000
Installation Fee Rs. 3000




Competitors
Worldcall Multimedia Ltd has no direct competitor, as there is no one in the market who is providing broad band services like World Call. But there is big competition in the form of indirect competitors (local cable providers) and substitutes (dial ups, DSL, ISDN etc.). DSL services offered by the competition are very expensive:
• DSL Modem Rs.15,000 to Rs.30,000
• Installation Rs. 10,000
• 4 GB of data transfer at Rs.6,500 and Rs.1,500 per additional GB
• DSL requires telephone line but the line is free for calls

ISDN connection also requires telephone line.

Following given are the Licensed Cable Operators working in Lahore.
• S. Cable Network
• Akbar Ali Cable Network
• Al-Saba Cable Network
• Al-Sheikh Cable Network
• American Cable Network
• Amir Malik Cable Network
• Arif Hussain Cable Network
• Asad Cable Network
• Avari Hotel
• Cable Services
• Chaudhry Cable Network
• City Asia Cable Network
• Deess Cable & Network System
• Esquire Cable Club
• Global Cable Network
• Gulf Cable Network
• Haroon Cable Network
• Hero Cable Network Services
• Holly Wood Cable System
• Hotel Sunfort
• Iftikhar Ali Cable Network
• Javed Cable Network
• Johar Cable Network
• Junaid Cable Network
• Khan Cable Network
• Liaqat Mehmood Butt Cable Network
• Lion Cable Network
• Live Cable Vision Network
• Logi-tech Cable Network
• Logi-tech Multimedia
• M.A. Cable Network
• M.R. Company Cable Network
• Malik Cable Network
• Malik Gee Cable Network
• Minhaj Traders and Cable Network
• M/s Universal Cable Network
• M/s Universal Cable Network
• Muhammad Ashraf Cable Network
• Muhammad Nawaz Cable Network
• Munawar Cable Network
• Nasic Broadband Communication (Pvt.) Ltd.
• New Star Cable Network
• New Tech Cable Network
• New Universal Cable Network
• OK Video Centre & Cable Network
• Omega Cable Network
• Pace Cable Network
• Progressive Communication (Pvt.) Ltd.
• Remarks Cable System Co.
• S.T.M. Network
• Satellite Cable Network
• Shabir Cable Network
• Shah Cable Network
• Shahid Mehmood Cable Network
• Shahid Nazir Cable Network
• Show Time Cable Network
• Sitara Sky Cable Network
• Sky Cable Network
• Sony Cable Network
• Syed Izhar Hussain Cable Network
• Tariq Hussain Cable Network
• TJ Cable Network
• Tri Star Cable Network
• Umer Brothers Cable Network
• Universal Cable Network
• Video White
• Worldcall Multimedia Limited
• World Class Cable TV Network
• Zahid Cable Network
• Zee Pee 2000
• M/s Continental Cable Network






Comparison with Competitors
Comparison of services with the competitors for providing internet is given below. This comparison shows clear edge of World Call over its competitors.

Features:
Go4B Broadband Cable Internet Dial-up DSL
Speed 64Kbps-1Mbps. Max 56Kbps. 64Kbps-1Mbps.
Connectivity Always on. Connection Hassles. Always on.
Phone Line Not required. Required. Required.
Phone Bills No bills. At least Rs. 500/month. No bills.
Busy Tones None. Usual congestion. None.
Accessibility Readily available. To dial. Readily available.
V.A.S. Upto 5Mbps. Max 56Kbps. Limited to the bandwidth subscribed.
Rate per Hour Unlimited usage as low as Rs. 1.5/hr Rs. 10-15/hr + Rs. 2.31 (PTCL rate). Volume based/limited usage.
Data Transfer Limitations None (Unlimited downloads/uploads). N.A. Limited to 1 Gb data transfer (extra charges if limit exceeds).
Performance degradation with increased distance from ISP/exchange No. Yes. Yes.
Equal transfer rate of downloads and uploads Yes! Full duplex bandwidth. No! Unstable, asymmetric bandwidth with slower uploads than downloads. No! Unstable, asymmetric bandwidth with slower uploads than downloads.
Setup & Installation costs Cheaper and constant for all bandwidths. Lowest. Expensive and increases with the size of bandwidth.
Network & Maintenance State-of-the-art Hybrid Fiber Co-axial network maintained regularly by equipped & mobile technical staff. Dependent upon conventional telephone company owned network maintained by local line men. Dependent upon conventional telephone company owned network maintained by local line men.


Advertisement Tools
• Press advertisements (Print Media)
• Posters/ brochures
• Advertising on WML CATV.
• In-house channel sponsorship
• Scroll works mobile advertising
• Lit pole signs
• Block signs advertising
• Magazines
• Bill Boards


Push or Pull Strategy
Worldcall Multimedia is working both on push and pull strategies. Because push Strategy means a promotion strategy that calls for using the sales force and trade promotion to push the production through channels.
And Pull Strategy means a promotion strategy that calls for spending a lot on advertisement and consumer promotion to build up consumer demand. If the strategy is successful, consumer will pull the product the product through channels.
So if we observe the promotional strategies of Worldcall we find that it is working on the both. As
• Free installation (on special occasions)
• Free modem (on special occasions)
• Discounts (on special occasions)
• Discounts in case, if customers submit advance payment for two, three or six months.
• Discounts if a customer is using more than one internet cable.
• Customer retention as by organizing concerts. For the purpose they advertise that a concert is being organized and Entry Tickets will be issued to only those, who will submit six months payments for the internet services.
• Ads are also given in the newspapers, magazines etc.


SWOT analysis
Strengths
• Technical Expertise.
• State of the art HFC Plant.
• Skilled work force (Technical, Sales, Collection).
• Value added services (V.A.S)
• Advertising on cable by the leading brands.
• In-house community channels.
• Computerized billing system.
• 24 hour customer care.
• NOC by Govt. of Pakistan.

Weaknesses
• Limited Urdu / Indian content.
• Maintenance down time is high.
• Centralized customers care.
• Call Center inability to receive large number of calls.
• Insufficient space to accommodate staff at various area offices.
• Lack of coordination among departments and cross functional coordination.



Opportunities
• Unavailability of a state of the art CATV & IOC service in the market place.
• Established brand name Worldcall.
• Acquisition of distribution rights for various channels.
• Advertisement potential, as companies are moving towards cable advertising.
• Unavailability of technical expertise in the market.
• IOC packages for the new segments.
• Better business solutions to corporate sector in IOC.
• Promotion of Worldcall other products in the market.
• New Housing schemes.
• Increase in population
• Global Events like Football World cup, terrorist attacks etc.


Threats
• New entrants in the market.
• Poor technical back-up to distributors.
• Small cable operators.
• Poor Government control over the illegal cable operators.
• Availability of other ISPs with cheaper hourly rates and better speed.
• Emergence of ISDN & DSL with better business solutions.
• DSL rates going down fast with time.








Growth Share Matrix




Worldcall






Worldcall Multimedia Ltd is a market star. Because it is holding the maximum market share and market growth rate is also high.







Product Life Cycle





Worldcall






Worldcall is at maturity level.










Duties Assigned to Me
&
Kind of Work I Performed









Internship always proves very helpful to increase practical exposure of the students. It is also helpful to create a lysine among students and business people.
So I also do internship in Worldcall Multimedia Ltd. In this organization my work was related to the Marketing Department, dealing exclusively with corporate clients of internet cable. The duties assigned to me by my immediate supervisor mostly were in the field. Yes sometimes I also work in the office. So basically these duties could be divided as
1. Office Work
In the office mostly I perform the duties of coordinator. For the purpose my duties were to attend the phone calls and perform the following operations
• Direct the caller to the right person for solution of there problems.
• Writing the address and phone number of the caller who want to get our services.
• Informing the technical staff to give a connection of internet on the address provided by the caller.
• If there is any customer who wants to roll back (want to discontinue) from our services. Writing it and informing the technical staff.






2. Field Work
In the field I was assigned to conduct two surveys. In the first survey the basic purpose was to check the potential of different plazas of Main Boulevard, Gulberg.
The survey form is given on the next page.







From the above given survey form, I have conducted the survey in the following plazas and find out the following results.




Towers Output
Al-Latif Centre 35
Eden Towers 28
Lahore Centre 38
Liberty Towers 12
City Towers 45
Century Towers 34
Leads Centre 29
Centrepoint Plaza 32










The second survey I had conducted was related to calling cards. Following is the list of cards which are used by me for research.
• PTCL
• Hello
• Call Mate
• Call Point
• Big Time
• GT

The purpose of the survey was to check that which calling card is market leader and why? For the purpose we develop a questionnaire given on the next page. In this questionnaire we inquire about the calling rates, margin given to the retailers and customers satisfaction sort of things.
The following given is the list of the markets I had surveyed.
• Main Market
• Liberty Market
• Mini Market
• Ferdos Market
• Barket Market
• Link Road, Model town
The survey form is given on the next page. And the surveys are also on the next pages.