nducted the survey in the 
		following plazas and find out the following results.<br />
		<br />
		<br />
		<br />
		<br />
		Towers Output<br />
		Al-Latif Centre 35<br />
		Eden Towers 28<br />
		Lahore Centre 38<br />
		Liberty Towers 12<br />
		City Towers 45<br />
		Century Towers 34<br />
		Leads Centre 29<br />
		Centrepoint Plaza 32<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		The second survey I had conducted was related to calling cards. 
		Following is the list of cards which are used by me for research.<br />
		• PTCL<br />
		• Hello<br />
		• Call Mate<br />
		• Call Point<br />
		• Big Time<br />
		• GT<br />
		<br />
		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.
		<br />
		The following given is the list of the markets I had surveyed.<br />
		• Main Market<br />
		• Liberty Market<br />
		• Mini Market<br />
		• Ferdos Market<br />
		• Barket Market<br />
		• Link Road, Model town<br />
		The survey form is given on the next page. And the surveys are also on 
		the next pages.<br />
		&nbsp;</o:p></span></p>
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		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Comparison with Competitors<br />
		Comparison of services with the competitors for providing internet is 
		given below. This comparison shows clear edge of World Call over its 
		competitors.<br />
		<br />
		Features:<br />
		Go4B Broadband Cable Internet Dial-up DSL<br />
		Speed 64Kbps-1Mbps. Max 56Kbps. 64Kbps-1Mbps.<br />
		Connectivity Always on. Connection Hassles. Always on.<br />
		Phone Line Not required. Required. Required.<br />
		Phone Bills No bills. At least Rs. 500/month. No bills.<br />
		Busy Tones None. Usual congestion. None.<br />
		Accessibility Readily available. To dial. Readily available.<br />
		V.A.S. Upto 5Mbps. Max 56Kbps. Limited to the bandwidth subscribed.<br />
		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.<br />
		Data Transfer Limitations None (Unlimited downloads/uploads). N.A. 
		Limited to 1 Gb data transfer (extra charges if limit exceeds).<br />
		Performance degradation with increased distance from ISP/exchange No. 
		Yes. Yes.<br />
		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.<br />
		Setup &amp; Installation costs Cheaper and constant for all bandwidths. 
		Lowest. Expensive and increases with the size of bandwidth.<br />
		Network &amp; Maintenance State-of-the-art Hybrid Fiber Co-axial network 
		maintained regularly by equipped &amp; 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.<br />
		<br />
		<br />
		Advertisement Tools<br />
		• Press advertisements (Print Media)<br />
		• Posters/ brochures<br />
		• Advertising on WML CATV.<br />
		• In-house channel sponsorship<br />
		• Scroll works mobile advertising <br />
		• Lit pole signs<br />
		• Block signs advertising<br />
		• Magazines<br />
		• Bill Boards <br />
		<br />
		<br />
		Push or Pull Strategy<br />
		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.<br />
		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.<br />
		So if we observe the promotional strategies of Worldcall we find that it 
		is working on the both. As<br />
		• Free installation (on special occasions) <br />
		• Free modem (on special occasions)<br />
		• Discounts (on special occasions)<br />
		• Discounts in case, if customers submit advance payment for two, three 
		or six months.<br />
		• Discounts if a customer is using more than one internet cable.<br />
		• 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. <br />
		• Ads are also given in the newspapers, magazines etc. <br />
		<br />
		<br />
		SWOT analysis<br />
		Strengths<br />
		• Technical Expertise.<br />
		• State of the art HFC Plant.<br />
		• Skilled work force (Technical, Sales, Collection).<br />
		• Value added services (V.A.S)<br />
		• Advertising on cable by the leading brands.<br />
		• In-house community channels.<br />
		• Computerized billing system.<br />
		• 24 hour customer care.<br />
		• NOC by Govt. of Pakistan.<br />
		<br />
		Weaknesses<br />
		• Limited Urdu / Indian content.<br />
		• Maintenance down time is high.<br />
		• Centralized customers care.<br />
		• Call Center inability to receive large number of calls.<br />
		• Insufficient space to accommodate staff at various area offices.<br />
		• Lack of coordination among departments and cross functional 
		coordination.<br />
		<br />
		<br />
		<br />
		Opportunities<br />
		• Unavailability of a state of the art CATV &amp; IOC service in the market 
		place.<br />
		• Established brand name Worldcall.<br />
		• Acquisition of distribution rights for various channels.<br />
		• Advertisement potential, as companies are moving towards cable 
		advertising.<br />
		• Unavailability of technical expertise in the market.<br />
		• IOC packages for the new segments.<br />
		• Better business solutions to corporate sector in IOC. <br />
		• Promotion of Worldcall other products in the market.<br />
		• New Housing schemes.<br />
		• Increase in population<br />
		• Global Events like Football World cup, terrorist attacks etc.<br />
		<br />
		<br />
		Threats<br />
		• New entrants in the market.<br />
		• Poor technical back-up to distributors.<br />
		• Small cable operators.<br />
		• Poor Government control over the illegal cable operators.<br />
		• Availability of other ISPs with cheaper hourly rates and better speed.<br />
		• Emergence of ISDN &amp; DSL with better business solutions.<br />
		• DSL rates going down fast with time.<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Growth Share Matrix<br />
		<br />
		<br />
		<br />
		<br />
		Worldcall<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Worldcall Multimedia Ltd is a market star. Because it is holding the 
		maximum market share and market growth rate is also high.<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Product Life Cycle<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Worldcall<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Worldcall is at maturity level. <br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Duties Assigned to Me<br />
		&amp;<br />
		Kind of Work I Performed<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		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. <br />
		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<br />
		1. Office Work<br />
		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<br />
		• Direct the caller to the right person for solution of there problems.<br />
		• Writing the address and phone number of the caller who want to get our 
		services.<br />
		• Informing the technical staff to give a connection of internet on the 
		address provided by the caller.<br />
		• If there is any customer who wants to roll back (want to discontinue) 
		from our services. Writing it and informing the technical staff.<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		2. Field Work<br />
		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.<br />
		The survey form is given on the next page. <br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		From the above given survey form, I have cot of local 
		call.<br />
		• SMW-3 fiber optic cable commissioned.<br />
		• Broadband cable introduced by Worldcall in Lahore.<br />
		<br />
		2001<br />
		• PTCL establishes new Internet bandwidth service through the newly 
		introduced Pakistan Internet Exchange (PIE) with attractive price tags, 
		but no quality of service guarantee.<br />
		<br />
		2002<br />
		• PIE starts blocking Internet telephony and pornographic websites.<br />
		• Government sets up Virtual University.<br />
		• Pakistan Educational Network connects 56 national universities with a 
		high speed optical fiber network.<br />
		• PTA issues determination unblocking Net2Phone and other VoIP services.<br />
		<br />
		2003<br />
		• Pakistan&#39;s first geo-stationary satellite, PAKSAT-1, becomes 
		operational.<br />
		• PTCL Monopoly lapses on Jan 1 – on paper.<br />
		• PIE network goes down to crawling speeds 63 times in two months.<br />
		• PIE blocks access to SA Tribune, a Washington based news website, 
		critical of the GoP. Ministers deny the blocking.<br />
		• PTCL bandwidth rates are dropped from US$ 6,000 per 2 Mbps to US$ 
		5,400 per 2 Mbps.<br />
		• FLAG&#39;s virtual pop activated.<br />
		• PTCL signs 1st service level agreement with ISPs on FLAG circuits.<br />
		• Internet subscribers hooked to about 45 ISPs in Karachi suffer owing 
		to break in fiber cable of PTCL. Internet remains ‘down’ for 19 hours.<br />
		• Ministry of Information Technology and Telecommunication announces the 
		De- Regulation Policy for the Telecommunication Sector.<br />
		• GoP announces plans to give away porn-blocking software.<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Market Profile (Pakistan)<br />
		<br />
		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:<br />
		Punjab 255<br />
		Sindh 103<br />
		N.W.F.P 94<br />
		Baluchistan 67<br />
		Gilgit 1<br />
		Federal (Not a state) 1<br />
		<br />
		Following are some more facts given in the survey.<br />
		• Computer ownership per 100 inhabitants 0.41<br />
		• Telephone lines per 100 inhabitants 2.44 (Working) and 3 (Installed)<br />
		• Internet hosts per 10,000 inhabitants 0.78<br />
		• Internet cafés/telecentres per 10,000 inhabitants 5<br />
		• Internet users per 100 inhabitants 1.16<br />
		• Fiber connectivity from 120 cities to 200 cities <br />
		• Internet services from 29 cities to 582 cities <br />
		But now in 2005 the number of cities having access to the internet have 
		cross the boundary of 1000 cities in the Pakistan.<br />
		<br />
		<br />
		Core Competencies<br />
		Core Competencies of Worldcall Multimedia ltd are as<br />
		• Very Big Network. urrently Worldcall Multimedia Limited is selling its 
		services to the following areas in Lahore.<br />
		o Allama Iqbal Town<br />
		o Cantt, Cavalry Ground<br />
		o Davis Road, Egerton Road<br />
		o Defence Housing Authority<br />
		o Faisal Town<br />
		o New Garden Town<br />
		o Gulberg<br />
		o Model Town<br />
		o Muslim Town<br />
		o Samnabad<br />
		o Scotch Corner<br />
		o Zaman Park<br />
		o Shadman<br />
		o Shahjamal<br />
		o Tech Society<br />
		o Upper Mall<br />
		<br />
		<br />
		• Worldcall is using Hybrid Fiber Coaxial (HFC)<br />
		• Worldcall is the first company which introduce term broadband in 
		Pakistan in 2001<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		<br />
		Differentiations<br />
		Along with up given core competencies Worldcall Multimedia Ltd is has 
		also taken edge over its competitors on the following grounds.<br />
		• On Door Billing<br />
		• Computerized billing System<br />
		• Call Centers for its customers<br />
		• Well Trained and fully equipped technical teams.<br />
		• Compensation for downtime<br />
		• Strictly follow the Govt. rules and regulations<br />
		• Three services on a single modem<br />
		• IOC is independent of telephone lines and uses the existing HFC 
		network installed <br />
		• Neither service offers unlimited Internet connection at WML rates<br />
		• ISP’s like Brain Net is laying down fiber optic cable in selected 
		areas of Lahore like;<br />
		o Gulberg (Main Boulevard, Hafeez Center)<br />
		o Muslim Town<br />
		o Allama Iqbal Town (Planned) <br />
		<br />
		<br />
		Segmentations<br />
		Worldcall Multimedia Ltd is working on the concept of Mass Marketing. So 
		under the given concept it is targeting every kind of customer.<br />
		<br />
		Key Success Factors (KSE)<br />
		• Technical Expertise<br />
		• Hybrid Fiber Coaxial (HFC)<br />
		• Entrepreneurship <br />
		<br />
		<br />
		<br />
		Pricing Strategy<br />
		<br />
		Worldcall Multimedia Ltd has offered its Internet services on the 
		following prices.<br />
		<br />
		<br />
		<br />
		Sr. # Description Monthly Subscription (Rs.) Quarterly (Rs.) Half Yearly 
		(Rs.) Yearly (Rs.)<br />
		1 64 kbps 4500 4388 4275 4050<br />
		2 128 kbps 9000 8775 8550 8100<br />
		3 256 kbps 20000 19500 19000 18000<br />
		4 384 kbps 25000 22425 21850 20700<br />
		5 512 kbps 35000 34125 33250 31500<br />
		6 1024 kbps 70000 68250 66500 63000<br />
		<br />
		<br />
		<br />
		<br />
		Installation Charges<b