EXECUTIVE SUMMARY

The focus of the report is to summarize my internship experience at PTCL, Headquarter. I was designated in the Marketing Communications department for a period of six weeks from 23rd June 2011 to 4th August 2011. The department is generally known as MARCOM. This division is responsible for advertisement activities and budget calculations along with. I was supervised by the General Manger, Mr. Manan Zafar. Pakistan Telecommunication Company Limited (PTCL) is the largest telecommunication company in Pakistan. This company provides telephony services to the nation and still holds the status of backbone for country's telecommunication infrastructure. The company consists of around 2000 telephone exchanges across country providing largest fixed line network. GSM, CDMA, Broadband Internet, IPTV, wholesale data and backbone services are other major resources of PTCL, making it a gigantic organization. As an Intern it was an immensely learning experience. I learnt to deal with different situations and gained experience of organizations working environment. Confidence, on time decision making, consistency, hard work, team work, seeking success out of dark, innovation, creativity, organizational survival and customer handing techniques are the key learnings out of my internship and I would like to say that it will be one of my best skills that would remain with me and help me in future. I would like to highlight this that my experience with PTCL was very memorable and full of leanings where I found lot of positive changes in my attitude learning and behavior.

INTRODUCTION

Company Profile
PTCL is the largest telecommunications provider in Pakistan. PTCL also continues to be the largest CDMA operator in the country with 0.8 million V-fone customers. The company maintains a leading position in Pakistan as an infrastructure provider to other telecom operators and corporate customers of the country. It has the potential to be an instrumental agent in Pakistans economic growth. PTCL has laid an Optical Fibre Access Network in the major metropolitan centres of Pakistan and local loop services have started to be modernized and upgraded from copper to an optical network. On the Long Distance and International infrastructure side, the capacity of two SEA-ME-WE submarine cable is being expanded to meet the increasing demand of International traffic

Subsidiary
Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of PTCL, listed as a public limited company in the year 1998 and provide cellular mobile services in Pakistan under the brand of Ufone. Though the company was listed in 1998, it commenced its commercial operations in January, 2001. Ufone Ufone (Pakistan Telecom Mobile Ltd) a wholly-owned subsidiary of PTCL commenced its operations on 29th January 2001 as a GSM 900 service provider. Since the outset, it has expanded its coverage and customer base at a rapid pace and established itself as one of the leading cellular service providers in Pakistan. Ufone is now considered to be one of the most active, aggressive and innovative players in the mobile sector of Pakistan. The growth of the cellular industry is a direct result of the successful implementation of the telecom deregulation and cellular mobile policy by the Ministry of IT and Telecommunications
2

(MOIT&T) and the support, guidance and timely enforcement of regulatory process by the Pakistan Telecommunication Authority (PTA). MAXCOM PTCL acquired Maskatiya Communication Company (Pvt) Limited (MAXCOM) during the year 2009-2010. MAXCOM is an internet service provider operating in Karachi and some parts of Hyderabad. Its customer base is around 6,000 subscribers. The 100% shareholding of MAXCOM has been transferred in PTCLs name. Because of the acquisition, MAXCOM customers are now eligible to enjoy superior PTCL broadband and other products and services. PTCL Brand Philosophy As the leading Information and Communication Technology Service Provider in the region we are the link that allows global communication. We are striving towards mobilizing the world for the future. By becoming partners in innovation, we are ready to shape a future that offers telecom services to bring the world closer.

PTCL Positioning Statement

Hello to the Future

The first key word Hello captures the essence of the whole telephony network that is the backbone of PTCL. Hello is a word which is related to the telecommunication history and has been used ever since and will be used in future. This word expresses the welcoming nature of the PTCL brand, its customer oriented approach and warm environment. Everyday most conversations and relationships start with the word Hello, hence it portrays the relationship building of PTCL with its customers. The second key word Future translates PTCL philosophy in a nutshell to provide planned and proactive solutions and products to its customers. PTCL is constantly evolving and taking its customers into the future. The word Future holds the promise that PTCL is committed to, by providing complete customer satisfaction through innovative and futuristic services and products. PTCL is breaking the stereotypical perception launching into the Future embracing it as the mission to transform the world of telecommunication and the way its customers
3

communicate. PTCL establishes itself as a futuristic entity which is working constantly towards inventing paramount solutions for its customers.

Brand Values
Evolving Innovative Human Trustworthy Quality Conscious

Vision
To be the leading Information and Communication Technology Service Provider in the region by achieving customer satisfaction and maximizing shareholders' value'. The future is unfolding around us. In times to come, we will be the link that allows global communication. We are striving towards mobilizing the world for the future. By becoming partners in innovation, we are ready to shape a future that offers telecom services that bring us closer.

Mission
To achieve our vision by having: An organizational environment that fosters professionalism, motivation and quality An environment that is cost effective and quality conscious Services that are based on the most optimum technology "Quality" and "Time" conscious customer service Sustained growth in earnings and profitability

Core Values
Professional Integrity Customer Satisfaction Teamwork
4

Company Loyalty

Organizational Structure

Business & Corporate Users

For clear communication the first choice of business circles is PTCL telephone for local, nationwide and international calling. Today businesses can have 10-100 lines with modern day services to meet their needs. PTCL offers options like Caller-ID, call-forwarding, call-waiting, Call Barring, to name a few. Other business specific services include: 0800-Toll free number, 0900-Preminum rate services, VPN-Virtual Private Network, Audio Conference Service, Digital Cross Connect (DXX), ISDN (Policy), Teleplus(ISDN/BRI), Digital Phone Facilities/ Modification Charges, UAN, UIN.

Nationwide Infrastructure:
PTCL has the largest Copper infrastructure spread over every city, town and village of Pakistan with over million installed lines. The network has over 6 million PSTN lines installed across Pakistan with more than 3 million working. Furthermore installed capacity of broadband is more than 0.6 million ports spread across 414 cities and town of the country

National Long-haul Core Network:

PTCL has over 10,400 km fully redundant, fiber optics DWDM backbone network. It connects over 840 cities and towns with 270G bandwidth.

EVO Wireless Broadband

PTCL EVO 3G Wireless Broadband is Pakistans fastest wireless internet which offers its customers superior 3G internet experience. Evo Wireless Broadband is enabling the wireless broadband revolution in Pakistan with flexibility to roam freely like never before. PTCL Evo has revolutionized the way people connect to the internet by offering true mobility. PTCL Evo is currently offering its services in more than 18 cities on EV-DO technology offering speeds up to 3.1 Mbps. PTCL Evo gives its customers the advantage of nationwide roaming with seamless internet connectivity across Pakistan. The coverage of Evo is not limited to 18 cities as Evo customers can enjoy CDMA-1X data rates of up to 153.6 Kbps at more than 1000 destinations across Pakistan. The portable, small & stylish Evo USB device is a multipurpose device which not only delivers fastest wireless internet but can also be used for Voice Calls by inserting a Vfone SIM and for data storage by inserting a standard Micro SD Card

Broadband Pakistan
PTCL Broadband is the largest and the fastest growing Broadband service in Pakistan. Since its launch on 19th May 2007, PTCL has acquired approximately 432,821 Broadband customers in

over 414 cities and towns across Pakistan, leading the proliferation and awareness of Broadband services across Pakistan. With its entry in this market segment, PTCL opened up a broadband culture in Pakistan, where till a couple of years back there was very little awareness in the country about broadband & high speed internet services. PTCL made the broadband technology affordable by lowering the barriers to entry, by geographically bringing the service within the reach of a common user across Pakistan and by continuous improvements in customer care for the service.

IPTV Service (Smart TV)

PTCL SMART TV:

Using its state of the art Broadband network, PTCL entered the media sector on 14th August 2008, by launching a digital interactive television service for the first time in Pakistan. Employing the IPTV (Internet Protocol TV) technology, PTCL brought Pakistan in the list of a few countries across the globe that offer this state of the art interactive TV service to its subscribers.
Pak Internet Exchange:

It is the only IP enabled network with 40 (number increase) point-of-presences (POP) in 26 cities. The existing 16G active bandwidth is used for internet, data, video and videoconferencing services and for voice of LDI. All PTCL Broadband users, narrow band users, corporates, mobile operators, and ISP are connected to this network.
V-fone:

PTCL also continues to be the largest CDMA operator in the country with approximately 1.25 million V-fone customers. It offers fixed wireless telephone for your homes & business. With CDMA2000 1X technology, ours is the largest WLL network with a capacity of 2.6M, covering over 10,000 urban & rural areas. The network is already enabled for Voice, Dialup-Internet access (153.6kbps) and EVDO Broadband. V-fone can be bought from our franchises or by dialing 1236 and it will be delivered within 48-72 hours.
7

ANALYSIS OF INTERNAL ENVIRONMENT

Being a public limited company whose majority shares are controlled by the Government of Pakistan, PTCL is responsible to provide telecommunication services in the country on affordable prices while ensuring that the telecom services become accessible throughout the country. Since exclusivity of PTCL has ended on 1st Jan 2003, the telecom sector of Pakistan has entered into a new era and PTCL is slowly moving towards competition in the basic telecom services. The companys policy objectives are as follows: Increase service choice for all consumers of telecom services at competitive and affordable prices Increase private investment in the telecom sector and encourage local telecom manufacturing/service industry Enhance long run benefits to the Governments financial position by expanding the taxable revenue base. Accelerate expansion of telecom infrastructure to extend telecom services to un-served and undeserved areas. Encourage fair competition among service providers, while maintaining leadership in the telecom sector Maintain consistency with the Pakistan IT and internet promotion policy of low prices for Bandwidth and Internet access.

SWOT ANALYSIS
Strengths
Largest operational network and infrastructure within ICT segment. An integrated Monoply Market leadership in Local loop, Wireless local loop (WLL) and Fixed telephony. PTCL (Ufone) is market challenger in GSM segment
8

Ufone is performing well though Warid and Telenor are tough competitors. Competitors still depend on PTCL network either directly or indirectly

Experienced Telecom Resources

Weaknesses
Not been able to nurture its growth around customer services oriented strategy Internal organizational and business processes issues Monopolistic culture has further added to its complexities Over employment & low productivity. Slow decision making including external interferences. Corporate culture akin to government departments

Opportunities
Have vast infrastructure and real estate assets which can be leveraged further. Global connectivity reliability has been improved. PTCL is expanding the long distance and infrastructure side through spreading out two sea-me-we submarine cables.. Partnership with new entrants in a deregulated environment. Scope for efficient/cost effective operations

Threats
Increased competition in long distance continues to exert pressure. VOIP use is increasing despite ambiguous and discriminatory policies Exposure to market competition Migration to Cellular Networks Ability to Attract & Retain Quality Professionals Reduction in International Settlement Rates

Media Buying Groups

During my tenure, I thoroughly researched upon media buying groups. Following is the data collected and summarized. Media Buying is a sub function of Advertising management. Media Buying is the procurement of the best possible placement and price of a piece of media realestate within any given media. The main task of Media Buying lies within the negotiation of price and placement to ensure the best possible value can be secured.

Interpublic Group (IPG)

Interpublic Group is a global provider of advertising and marketing services. Its companies specialize in consumer advertising, interactive marketing, media planning and buying, public relations, and specialized disciplines.
Employees Headquarters Offices Key people Revenue Operating income 41,800

New York City, New York, USA

Over 100 countries Michael I. Roth, Chairman & CEO $6.53 billion USD (2010) $548.7 million USD (2010)

Profit Fortune ranking

Clients

$121 million USD (2010) 358 More than 4,000 multinational, regional and local clients around the world. General Motors, Johnson & Johnson, Microsoft, coca-cola, Nestle and Unilever

10

Major Brands: More than 60 agencies come under IPGs umbrella. In Pakistan:

Initiative

Lowe 7 Partners Worldwide

UM

IPG
McCann Erickson Worldwide

Draftfcb

Pakistan Affiliate
1. Initiative Initiative is a media, marketing and digital company. Its strategically placed 89 offices in 71 countries allow it to service its clients effectively in an increasingly global world. Agency Disciplines: Primary: Secondary: Media Services AND Communications Planning Interactive / Digital AND Market Research / Consulting AND Sports & Entertainment

Office location: Lowe & Rauf Pakistan, Tel: +92-21-45-47-817

2. UM Universal McCann UM's ambition is to act as a client's genuine business partner, marketing communications advisor and provider/implementer of innovative, effective and efficient media solutions. UM launched in 1999 as the globally branded media services is an arm of McCann Worldgroup. It maintains over 150 offices in 130 countries, and employs 3,600 creative minds with our headquarters out of New York City. Agency Disciplines: 11

Primary: Secondary:

Media Services Newspaper Services AND Outdoor Advertising

Office location: Karachi, Universal McCann, c/o Orient McCann, Tel: 92-21-455-0184

Clients

ABInBev BROWN-FORMAN

ExonMobil Coca-Cola

Microsoft MasterCard

BURBERRY

Johnson & Johnson

SC Johnson

Cathay Pacific

General Motors

LOREAL

BASF

CHRYSLER

SONY

3. Draftfcb Draftfcb is the first global, fully integrated marketing communications agency. The Draftfcb network spans 94 countries and employs more than 9,200 people. Agency Disciplines:

Primary: Secondary:

Advertising / Full Service AND One-to-One Marketing / CRM Interactive / Digital AND Retail / Trade Marketing AND Search Marketing AND Promotions

Office location: Clients:

Karachi, Tel: 92.21.586.6201, Gibran Mir, CEO

12

It has more than 100 clients. Major brands are:

KFC

Haier

Nestle

Motorolla

SONY

4. Lowe + Partners Worldwide Lowe and Partners Worldwide is an international advertising agency headquartered in London. The Agency is a unit of the Interpublic Group, one of the world's largest advertising agency holding companies. Lowe and Partners is a global network of diverse agencies building powerful ideas for the many known as, Populist Creativity. Lowe and Partners is a network with over 101 Global offices in 82 markets around the world. Specialties: Strategic planning, channel planning, advertising, creativity, public relations, digital, retail marketing Lowe & Rauf, Pakistan Office location: Khalid Rauf, Karachi Office, Tel: +92 21 3453 9901 Lowe & Rauf (Pvt) Limited, Lahore office, Tel: +92-42-668-6971/4 Clients: Unilever Microsoft Engro Chemical Pakistan Knorr Johnson & Johnson Siemens Paksitan Union Bank Ltd. Peek Freans Intel Dalda ENGRO Proximate Global Tameer Tetley GFC MAGNUM Nestle, Milk Pack China Mobile Rexona ICI Pakistan

5. McCann Erickson Worldwide McCann Erickson Worldwide is the world's largest and most globally experienced advertising agency network. With operations in over 110 countries and some eight decades of multinational experience, McCann Erickson has been recognized as the creator of the modern global advertising agency model. Agency Disciplines: 13

Primary: Secondary:

Advertising / Full Service AND Market Research / Consulting Multicultural Marketing AND Healthcare AND Youth Marketing

Orient McCann Erickson: Office locations: Orient Communications (Pvt) Limited, Karachi office, Tel: 92.21.432.8830. Lahore, Islamabad, Quetta, Peshawar Clients: Nestle Everyday GARNIER Nescafe Cathay Pacific Lucky Cement MCB PIA Pfizer Packages Limited NORTEL LOREAL Arif Habib Ltd. MAYBELLINE SGS NOVARTIS KFC TDAP PSO Bank Islami Al-Abbas Group

14

Aegis Group
Aegis Group plc (LSE: AGS) is a global marketing communications & Market research group company headquartered in London, United Kingdom. It operates in marketing communications with Aegis Media, and market research with Synovate. The company employs almost 16,500 staff in over 80 countries. Aegis media has 5 media companies under the group

Carat

Postersco -pe

Isobar

Aegis Group
Vizeum

iProspect

15

CARAT
Carat was the first ever independent media communications agency. Today it is the worlds largest independent media communications specialist. Specialties:
Offices Global billing Workforce

Media communications planning, Digital, Search, Integrated Media, social media.

More than 150 countries US$ 27billion 45000

Affiliate in Pakistan CARAT has an extended network worldwide. In Pakistan Orient Advertising/ Orient Media has its affiliation with CARAT and Action Global Communications. It is companys largest advertising agency network. Orient Advertising is a full fledge division for PR (affiliated with Action Global Communications, an independent PR network with offices in 48 regions) and Outdoor Advertising.
Offices Total billing Workforce 6 Over Rs. 2 billion Over 270

Clients:

Mobilink

Pak Suzuki Autos

SONY

Dentonic

SINGER Pakistan

Haier

16

State Life Astro Dack PICL Saudi Pak Insurance NICL

PTCL Shan Foods National Savings CDC

AMRELI STEELS Bank Islami FPCCI HBFC

Al- Asif PSO Candyland

Coca-Cola FAST Snackcity

Walls Unilever LOREAL

BAWANY Sugar Mills

Bisconni

ENSHAA NLC

PTCL Cables

Khinoor Industries

17

APPENDIX

www.ptcl.com www.google.com Business Recorder Aurora Magazine

18