Lahore School of Economics

BBA III

Services Marketing

Submitted to:

Ma’am Feryal Khan

Submitted by:

Aleezah Zahid

Abdullah Ranjha

Talha Khan

Ahsan Pasha

Mohsin Ali Zia

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Contents
Introduction and the 7p’s of Marketing..................................................................................................3
Positioning strategy...............................................................................................................................9
Perceptual Maps and Responses.....................................................................................................12
Google Forms Results for Perceptual Maps.....................................................................................14
Positioning Strategy of Advertisements...............................................................................................15
Company’s response to Corona Virus..................................................................................................17
Digitalization.......................................................................................................................................19
Capacity Utilization Strategy...............................................................................................................23
User Friendliness.................................................................................................................................25
Petals of the Flower of Service............................................................................................................26
References...........................................................................................................................................29

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Introduction and the 7p’s of Marketing

Ufone began operating in Pakistan on January 29, 2001 as the third mobile
operator in the country. On that same date, Pakistan Telecommunication
Authority (PTA) awarded Ufone with a GSM license enabling it to provide
communication services across Pakistani society - marking its arrival into a
dynamic telecom sector landscape.
Ufone's early years were marked by the challenges posed by Pakistan's rapidly
growing telecom market. Confronted with intense competition, Ufone steadily
increased subscriber base and network coverage to establish itself as an
influential player. This phase was essential in building Ufone as a reliable and
widely recognized name within Pakistani telecommunications landscape.
Ufone experienced an important transformational event in 2006 when Pakistan
Telecommunication Company Limited (PTCL), owned by the state, acquired it
for $750 Million. This strategic move provided Ufone access to significant
resources owned by PTCL while further solidifying its market position and
helping it enhance offerings and improve service quality, leading to its ongoing
success within a highly competitive market.
Ufone showed its commitment to technological advances by making substantial
investments in upgrading its technology and infrastructure. Ufone demonstrated
this commitment through the launch of 3G and 4G/LTE services that offer faster
data connectivity - placing them as leaders of technological innovation within
Pakistani telecom.
Ufone offers an expansive service portfolio, such as voice calls, SMS, mobile
internet access and various value-added services. Committed to meeting
customer needs across their diverse customer base and continually adapting
products and packages based on consumer preferences has ensured Ufone
remains popular with Pakistani mobile users.
Beyond its core business operations, Ufone has undertaken numerous corporate
social responsibility initiatives. Their investments in education and healthcare
demonstrate their dedication to making a difference within society - something
in line with Ufone's wider goals of corporate citizenship as they recognise their
part in helping foster well-being among society at large.

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Ufone has managed to stay atop an increasingly competitive environment by
adapting quickly to technological developments and consumer preferences, thus
maintaining their significant market presence. They continue to serve Pakistani
mobile users trustfully as part of the nation's connectivity and communication
needs.
Overall, Ufone's journey from its founding to the present day can be
summarized as one of resilience, strategic development, technological
innovation and commitment to social well-being. Ufone remains committed to
continuing to adapt with changing industry dynamics to ensure continued
relevance and impact in years ahead. Their 7Ps of Marketing Mix offer further
evidence for this claim.
Ufone's dedication to innovation can be seen through their introduction of 3G
and 4G services, with 100 million 3G/4G subscribers being identified by
Pakistan Telecommunication Authority 2021 as evidence of widespread
adoption of high-speed mobile data services. Ufone has proven itself adept at
meeting the changing consumer preferences in an ever-more digital
environment. Ufone remains at the forefront of innovation within telecoms by
continuously offering new features and technologies for customer convenience,
keeping pace with consumer preferences as their preferences evolve. From AR
apps to IoT (Internet of Things) solutions, Ufone's commitment to meeting its
consumers' ever-evolving needs can be seen throughout its diverse product
portfolio. Not only are fundamental communication needs met through this
comprehensive approach; rather it enhances users' overall mobile experiences as
well.
Price: Ufone was once known for offering the lowest on-network and off-
network rates; now however, Zong, Telonor and Ufone all offer competitively
low rates with new offerings being released monthly or sometimes weekly.
Ufone strategically targets its customers' pricing needs by offering competitive
call rates on international calls on Eid day's, compelling people to switch over.
Ufone offered hourly call rates during Ramadan when people were less likely to
take up its offer and it could become unprofitable for Ufone as in this period
people in Pakistan fast for most of the day and don't talk for hours during that
period, yet Ufone managed to make people talk through its unique packages and
special offers that brought people out from under their fasts - creating brand
recognition while remaining profitable at the same time! In addition, it provides
its customers with competitive SMS rates.

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Ufone stands out in its pricing strategy by consistently using discounts and
promotions as key weapons (Wikipedia, 2023). Working closely with device
manufacturers and service partners, they frequently introduce promotional
campaigns offering customers unique benefits; Ufone has collaborated with
leading smartphone brands to offer discounted handsets along with
complimentary data or talk time in bundle packages that not only attract new
customers but also foster loyalty among existing users. Such initiatives not only
attract new ones but also increase retention among their existing user base.
Ufone stands out from a highly competitive telecoms industry by adopting
dynamic pricing strategies that go beyond cost considerations alone.
Recognizing that pricing must reflect perceived service value, Ufone recognizes
this with tailored plans designed specifically to address customers' specific
customer segments - students, professionals, and families among them.
Place: Ufone employs over 3,850 individuals and operates through a network of
more than 320 franchises and company-owned customer service centres
nationwide, along with 150,000 outlets (GSMA 2022). This wide reach ensures
its services can meet the diverse demographic distribution of Pakistan,
providing consumers both in rural and urban settings access to Ufone services.
Ufone service centers across Pakistan serve as vital hubs in making its products
and services accessible at grassroots levels, creating inclusivity by aligning with
Pakistan's diverse demographic distribution.
Ufone has taken steps to increase accessibility by adopting digital channels as
part of its commitment. Their online presence, including official websites and
mobile applications, allows customers to not only find product and service
information but also seamlessly acquire Ufone services. Their omnichannel
approach demonstrates their responsiveness to customer preferences by keeping
its offerings at just one click's distance for today's tech-savvy populace.
Promotion: Ufone employs various promotional strategies to boost its sales,
such as providing affordable pricing and effective marketing campaigns
(Karachi Institute of Economics and Technology, 2022). Furthermore, as with
other cellular services, Ufone also offers premiums to its customers who go 3-6
months without using their phone connection - rewarding them with extra credit
balance at no cost!
Ufone offers new customers an incentive for purchasing a SIM, providing the
chance to win prizes that have been divided between 10 winners. This initiative

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highlights Ufone's dedication to offering attractive incentives and experiences
for existing and potential customers alike; please check this information for
updates as promotions may change over time.
Ufone has also successfully positioned their brand with ease. After carefully
considering market dynamics and future competition, Ufone took swift steps
into targeting youth by designing attractive ad campaigns designed to resonate
with them through music videos or real-life scenarios that capture attention and
make their offers appear youth friendly. A single Ufone advertisement that runs
15-20 times daily on television channels costs millions depending on when it
airs; 20% of its profits is dedicated towards advertising (UKEssays 2020).

Ufone, one of the top telecom operators in Pakistan, employs People as an

integral element in its marketing mix to establish consumer perception and
encourage brand loyalty. At our company, customer service is of great
importance; positive interactions between customers and service representatives
can have a tremendously positive effect on overall customer experience. Ufone
has made significant investments to train its staff so that they possess both
technical expertise and interpersonal skills, so as to create an experience where
customers feel valued and heard. Their dedication to customer engagement
initiatives such as personalized communication channels, responsive helplines
and proactive issue resolution is evident through customer engagement
initiatives such as these.
Ufone's approach aligns with the principles of relationship marketing, in that it
prioritizes building long-term connections with its customers rather than
viewing transactions as isolated events. By emphasizing People aspects over
transactions, Ufone aims to foster an overall positive brand image which speaks
directly to customers with varied needs and preferences while at the same time
creating brand advocates who will spread positive word-of-mouth marketing.
This approach rests upon a belief that satisfied and engaged customers are more
likely to become brand advocates thus increasing positive word-of-mouth
marketing initiatives.
Ufone typically targets mass audiences through its information and advertising
campaigns. Recently however, they have used segmentation to specifically
reach key consumer groups; these include working class individuals, youth
(ages 15-22), government organizations and entrepreneurs as well as

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middle/upper middle-income groups. At first Ufone targeted Labor class
individuals to show that mobile phones can be affordable to all but over time
this strategy changed with them focusing more on youth of Pakistan than
common workers.
Ufone utilizes an extensive process from production through delivery and
feedback systems, with their commitment to streamlining operations evident in
their product development lifecycle. Ufone conducts in-depth market research,
drawing upon customer insights to customize and fine tune its offerings. Ufone's
iterative approach, marked by rigorous testing and continuous enhancement
based on user feedback, illustrates its commitment to producing products
tailored to meet the changing needs of its customer base. Ufone's operational
excellence extends to its customer support processes as well. The company has
implemented user-friendly digital interfaces and responsive helplines, ensured
rapid issue resolution and encouraged positive customer interactions. Such
attention to detail in operational processes not only positions Ufone as a
dynamic customer-centric telecom provider but also strengthens their
competitive edge within the industry.
Billing accuracy is another integral element of Ufone's operational
effectiveness. By employing sophisticated billing systems and real-time
monitoring tools to reduce customer invoice errors and discrepancies, these
sophisticated approaches to billing accuracy promote transparency while
building trust among Ufone customers.
Ufone recognizes that efficient customer service processes are crucial in
creating an enjoyable overall customer experience. Their implementation of
customer relationship management (CRM) systems enables their customer
service representatives to access real-time customer data for more personalized
and efficient service delivery, while chatbots and automated response systems
expedite query resolution, guaranteeing quick and accurate responses for
customer inquiries.
Physical Evidence: Ufone places great emphasis on the Physical Evidence part
of its marketing mix, going beyond mere functionality to encompass user
experience as a whole. Ufone's SIM cards and mobile devices boast not only
technical durability but also convey a sense of quality and dependability to
customers. Ufone service centers provide tangible reminders to customers of
Ufone's commitment to provide more than just a simple service: they serve as
touchpoints that showcase its dedication to offering complete solutions that
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cater to individual customer needs. Ufone's investment in creating an intuitive
user experience via tangible elements reflects modern customer demands for
technology-based services that guarantee reliability.
Ufone's approach to Physical Evidence is driven by market research and
customer feedback, to ensure tangible elements meet the changing needs and
expectations of its customer base. This customer-focused strategy not only
ensures satisfaction among existing customers, but it can also generate
favorable word-of-mouth marketing as satisfied customers are more likely to
recommend Ufone due to positive physical evidence experiences.
Ufone recognizes the significance of mobile devices as tangible evidence of its
services, often working with leading device manufacturers to offer exclusive
packages combining Ufone services with the newest smartphones. This
approach not only enhances customers' perceptions but also provides tangible
and desirable offerings from Ufone.
Ufone's implementation of Physical Evidence into its marketing mix represents
a deliberate decision to leave a lasting and positive impression with customers.
Tangible components such as SIM cards, mobile devices and service centers not
only fulfill functional duties; they play an essential role in shaping overall brand
perception and creating trust within Ufone's customer base.

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Positioning strategy

Ufone, a prominent participant in the media and communications sector in

Pakistan, has firmly established itself as a creative and client-focused brand,
venturing into the competitive market while ensuring unwavering quality and
affordability. This explanation delves into the many aspects of Ufone's
positioning process, examining the essential elements that have contributed to
its success in the powerful telecommunications sector. The two pillars of
Ufone's positioning are its commitment to technological innovation and
customer loyalty. In order to provide a stable network for its consumers, the
organization has always emphasized the setup of trustworthy organization
administrations. Ufone aims to provide a great customer experience by
emphasizing network quality and positioning itself in case its customers' needs
change.

Affordability is one more foundation of Ufone's situating methodology. The

organization has decisively estimated its administrations to take special care of a
different customer base, making telecom open to a wide range of the Pakistani
populace. This emphasis on moderateness lines up with the brand's objective of
being comprehensive and guaranteeing that its administrations are not restricted
to a particular segment.

Ufone has likewise separated itself through its worth added administrations,
offering a scope of elements past fundamental voice and information
correspondence. These administrations incorporate diversion choices, portable
banking, and other inventive contributions that take care of the developing
necessities of customers. By giving a thorough set-up of administrations, Ufone
positions itself as a flexible and ground breaking telecom brand, adjusting to the
changing inclinations of its client base.

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As far as correspondence technique, Ufone has utilized a cordial and receptive
tone in its promoting efforts. The brand tries to lay out a unique interaction with
shoppers, introducing itself as a telecom supplier as well as a sidekick in their
regular daily existences. This interesting correspondence style adds to Ufone's
situating as a brand that comprehends and resounds with the encounters of its
clients.

Ufone's obligation to social obligation is one more element of its situating

methodology. The organization effectively participates in local area
improvement drives, adding to different social causes. By conforming to
positive social effect, Ufone positions itself as a capable corporate element that
goes past business targets to make a significant commitment to society.

According to the Ufone dictionary, being moderate is a declaration of liberty

rather than merely having plans that fit in your pocket. The brand presents itself
as the communication hero, overcoming the barriers of money that traditionally
kept most people inside correspondence storehouses. Ufone does not provide
services; rather, it provides an identity to a world in which every voice,
regardless of wealth, echoes in the same way.

Past the unremarkable, Ufone's worth added administrations are not simple
additional items; they are the mystery codes to opening the entryways of a
computerized wonderland. Diversion, portable banking - these are not
highlights; they are the breadcrumbs driving clients into the charmed woodland
of Ufone's development. The brand positions itself not as a specialist co-op but
rather as the guard to a domain where correspondence isn't an exchange
however an odyssey.

Not only is Ufone's correspondence process pleasurable, but it's a friendly

approach. Instead of showcasing, the brand creates associations. The attempts to
promote are not advertisements; rather, they are whispers of familial ties in the
ears of every Pakistani. In its customers' daily lives, Ufone presents itself as a
friend and fellow citizen rather than as a distant partner.

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All in all, Ufone's situating technique is certainly not a simple format; it's an
adventure. There's really no need to focus on availability; it's tied in with
winding around the story of a country carefully joined together. There's no need
to focus on reasonableness; it's tied in with destroying monetary boundaries to
correspondence. There's no need to focus on administrations; it's tied in with
driving clients on a computerized odyssey. There's no need to focus on
showcasing; it's tied in with manufacturing associations. There's no need to
focus on friendly obligation; it's tied in with being a watchman soul of cultural
prosperity. Ufone's situating isn't a procedure; it's an unrest - an ensemble of
network, freedom, development, friendship, and cultural effect. A story rises
above the ordinary and moves Ufone into the echelons of computerized legend.

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Perceptual Maps and Responses
All Maps and services included highest and most expensive Data Packages and
Offers from each of the respective companies. All the Perceptual Maps were
created using primary data which is Google Forms. Total Number of Applicants
for each map were 46.

Perceptual Map Number 1

The 2 Components we chose for this perceptual map are namely Price and Data.
Price is a factor that always comes into mind when buying a certain specific
package, it is the most talked about aspect and plays the only monetary part
when buying a package. Data is a package has been growing at a fast pace as
the world moves towards better digitalization. Mobile Phones can be used for
almost anything, internet is a required necessity for most individuals when it
comes to being on the go, data plays an important part in our lives as we can
easily access the realms of different countries on our fingertips. When it comes
to comparing the aspects of Price with Offnet Minutes, there is a noticeable
discrepancy between 5 big companies. Zong and Onic offer the Most amount of
Data in Gigabytes and are preferred highly in the given responses.

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Perceptual Map Number 2

In the Second Perceptual Map the aspects of Price and Offnet minutes have
been used. Offnet Minutes play a vital part when it comes to calling people
which are using SIMs of different service providers. Offnet Minutes allow the
user to make calls without needing to recharge credit and also providing for a
better overall experience when the user does not have to worry about the call
randomly disconnecting due to the user running out of credit balance.

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Perceptual Map Number 3

For the 3rd Perceptual Map, we chose the aspects of Service centres Availability
throughout Pakistan and Connectivity throughout Pakistan. We believe that a
Companies real dominance in a market can be explained by how responsive and
well established they are within a given country. Number of Service Centres and
Connectivity perfectly fit the 2 given aspects as they provide a range of
answers. The results of the Maps show that Ufone and jazz rank highly in terms
of connectivity but Ufone struggles with their overall number of service centres
throughout Pakistan. Zong Stays relatively within the radius of the group
providing for mid results in this perceptual Map.

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Google Forms Results for Perceptual Maps
Perceptual Map 1 Price VS Data

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Perceptual Map Number 2 Price Vs Offnet Minutes

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Perceptual Map Number 3 Connectivity Vs Service Centers

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Positioning Strategy of Advertisements

Ad 1: Ufone's Grand Digital Offer Advertisement

Ufone's positioning strategy is evident in their customer needs analysis. Their ad
goes beyond traditional practices of just advertising connectivity and data
packages to delving deeper into GenZ audiences' preferences, acknowledging
their desire for unique digital experiences. This aligns perfectly with today's
reality that telecom services play a vital role in shaping overall digital lifestyles
of their consumers.
Ufone's Grand Digital Offer advertisement stands as an outstanding example of
effective marketing, successfully combining visual appeal, influencer
participation and an understanding of customer needs to position Ufone as a
brand that not only provides connectivity but enriches users' digital lives;
building strong ties to GenZ demographic.
The advertisement leverages visual elements, prominent personalities and an
understanding of GenZ lifestyle to effectively position Telefonica as a provider
with deep connections to digital needs of youth.
The visual composition of this ad captures the dynamic and visually driven
lifestyle of Generation Z. Popular GenZ apps like TikTok, X, and Instagram
serve as visual shorthand, instantly drawing in target demographics with their
visuals from these platforms capturing their attention instantly and creating an
immediate bond with younger audience members - projecting Ufone as a brand
aligned with their interests and digital habits.
Ufone's Grand Digital Offer ad also seamlessly transitions between movie
streaming, live streaming, and gaming to demonstrate its comprehensive nature.
Movies, live streams, and gaming seamlessly coexist to convey an
encompassing digital experience that transcends traditional telecom services.
Each visual element represents their dedication in offering diverse digital
services that cater to users' varying entertainment and connectivity needs.
Alizay Irfan and Anas from Anarchy add authenticity and relatability to Ufone's
advertisement through their appearance as influencers, tapping into self-concept
attachment: audiences often associate their identities and aspirations with those
they admire as role models. By featuring such figures from digital and gaming
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communities, Ufone effectively positions itself as a brand that understands and
supports users' passions and interests.
Influencers who embody digital culture become the faces of Ufone's Grand
Digital Offer, creating an emotional attachment between Ufone and its users that
goes beyond simple transaction.
Ad 2 for Ufone's "U Tou Babar Hai" can be seen here on YouTube:
https://www.youtube.com/watch?v=D6fPrRaTwBE
Ufone's "U Tou Babar Hai" campaign stands as proof of their strategic
positioning, founded on customer needs analysis and market insight. Their
decision to center the campaign around Babar Azam, captain of Pakistani
cricket team is driven by understanding how deeply connected cricket is for
Pakistani audiences and by aligning itself with him, Ufone can align themselves
with someone who represents excellence, leadership and national aspirations all
at once.
This campaign opens with an attractive scene from the 2023 Cricket World Cup,
instantly connecting viewers who are avid followers of cricket with its viewers.
Ufone successfully meets all of its target market's needs and sentiments through
their youth-centric visuals that highlight Ufone's understanding of changing
preferences among younger demographics and establish themselves as brands
which represent passions and dreams of young people.
Market analysis indicates that cricket in Pakistan is much more than just a sport;
it serves as a cultural phenomenon that unifies all citizens of this nation. By
teaming up with Babar Azam and tapping into cricket culture in the streets,
Ufone strategically positions itself beyond being just another telecom provider:
becoming part of its collective heartbeat as an essential part of Pakistani life.

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Company’s response to Corona Virus

The telecom industry, might saw a substantial drop in the number of new
subscribers due to the virus outbreak. As no new sims were being bought in
some parts of the world. But at the same time, it was playing a major role in the
health and other sectors. Despite the fact that telecom industry in Pakistan
suffered around 10 to 12 % loss, amounting to billions of rupees during the first
three weeks due to countrywide Covid-19 lockdown. With the major loss seen
in the landline and mobile voice traffic, which received a sharp decline of 15-
18% due to business lockdown.
As a whole the telecommunication industry faced setbacks in the form of
financial losses however the companies themselves did work to stay relevant in
the harsh times and tried to adapt to these circumstances. Ufone itself played its
part in dealing with the corona virus outbreak. Ufone being a leading telecom
company took a number of initiatives to facilitate their customers and support
the national effort in fighting the coronavirus pandemic.
Ufone realized that the fight against corona virus was not just external and
change from within was necessary. Which is why Ufone conducted an
awareness session for its employees in collaboration with National Institute of
Health (Pakistan). The session was conducted by Dr. Mumtaz Ali Khan, Senior
Scientific Officer and Focal Person for Infection Prevention, Control, and
Patient Safety (NIH, Pakistan). He highlighted some crucial global and local
statistics related to the number of people being affected by the virus. Dr.
Mumtaz emphasized the importance of taking preventive measures such as
regular hand washing, avoiding close contact, and covering the mouth and nose
while coughing and sneezing to reduce the risk of catching the disease. The
doctor also demonstrated various safety precautions so that participants might
adequately protect themselves. The session was also live streamed on the
company's internal communication network in order to include staff from other
regional offices, as well as field personnel working around the country, in order
to maximize reach and make the majority of people aware of the present
situation.

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Ufone also acted externally to deal with the pandemic. Being a part of the
largest telecom group of Pakistan and the backbone of connectivity in the
country, Pakistan Telecommunication Company
Limited (PTCL), they donated a total of Rs.100 million to the PM’s COVID-19
Pandemic Relief Fund. Rashid Khan, President and CEO, PTCL & Ufone,
presented the cheque to the Prime Minister of Pakistan. To further help the
government Ufone also added a helpline number which allowed its users to
directly donate to the fund.
Along with this Ufone also partnered up with Pakistan Red Crescent Society
(PRCS). This partnership led to the registration of more than ten thousand
volunteers within a week of its implementation. This program increased
awareness about the Corona virus in various areas. PRCS volunteers answered
nearly 15,000 calls from all throughout Pakistan.
Through the collaboration, Ufone enabled PRCS to raise disease awareness in
both urban and rural communities, as well as assist in volunteer registration
through its helpline. The free helpline allowed Ufone users to receive illness
updates and information, as well as learn how to protect themselves, their
families, and their communities. “It is really heartening to see that Ufone has
come forward to support Pakistan Red Crescent during such difficult times, in
which everyone, including the corporate sector needs to play a role ” said Abrar
ul Haq, Chairman Pakistan Red Crescent. “This partnership will enable us to
reach out to many more people who are in need of our support right now, and
shall help us to spread awareness about coronavirus on a larger scale,” he
further added. Speaking about this partnership, Amir Pasha, Head of PR & CSR
Ufone, said, “Ufone shall continue to be the front runner in the fight against
Coronavirus. Today we stand united with all our fellow Pakistanis and we will
constantly introduce initiatives which would create ease for our people.”
In addition to ensuring uninterrupted service for all of its clients across the
nation, the Pakistani telecom provider unveiled their new tagline, "Tum Khairiat
Se Raho, Pakistan!" for the welfare of Pakistanis. Ufone prioritises the safety
and security of its customers, and in order to better assist the general public in
combating this deadly disease, the company has been working on solutions.
Ufone also joined hands with AJM Pharma to facilitate people for the COVID-
19 vaccines Phase III of Clinical Trials in Pakistan. A dependable call center
solution was provided by Ufone. Call center agents gave information about the

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coronavirus vaccine's clinical trials. Individuals could register as trial
volunteers, obtain information about hospitals and research facilities across the
nation conducting clinical trials, and obtain an online prescreening by
contacting the helpline. In less than a week, Ufone completed the hiring,
training, and call center deployment process, which enabled AJM Pharma in the
timely execution of their new project.
In this whole process of helping the community in general fighting the corona
virus outbreak Ufone never forgot its customers. As people were unable to see
or interact with anyone because the entire nation was placed under strict
lockdown due to the coronavirus pandemic. This caused a great deal of stress
because people could not communicate virtually. In order to make their lives
easier and guarantee uninterrupted connectivity, Ufone introduced a number of
products and services. As part of this effort, the company launched an offer to
give its customers free WhatsApp. Ufone hoped to assist its valued customers in
any way possible during these difficult times. Despite their self-isolation,
subscribers were able to stay in touch with their loved ones thanks to the offer.
In addition to the special offer, Ufone introduced online services that allow
users to recharge their balances via MyUfoneApp or by going to the company's
official website. Along with this Ufone also gave its customers free calls to
Medical Centers, Emergency Services and Helplines across Pakistan.

Digitalization

Digitalization has had a dramatic effect on telecommunications businesses and

services, dramatically altering how businesses operate and deliver services.
Ufone, one of the prominent players in this space, has been profoundly altered
by this digital revolution; thus this essay explores its impacts on its business
offerings while delving deeper into how technological advancements have
altered Ufone's strategies, operations and customer interactions.
Ufone, a subsidiary of Pakistan Telecommunication Company Limited (PTCL),
has seen exponential growth since its formation in 2001. The digital era has
opened up new avenues, enabling Ufone to expand its reach, improve service
delivery and diversify offerings through innovations such as 3G/4G
connectivity.
II. Improved Connectivity and Network Infrastructure: One of the primary
impacts of digitalization on Ufone's business has been its evolution of

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connectivity and network infrastructure. Ufone has utilized 3G and 4G
technologies to offer faster, more reliable data services to its customers - not
only improving overall customer experiences but also opening doors for
innovative offerings like high-speed internet packages and mobile streaming.
III. Digital Transformation in Customer Engagement:
Digital transformation has transformed how businesses engage with their
customers, including Ufone. Mobile apps, customer portals and digital
communication channels have completely revolutionized customer interactions;
Ufone's digital platforms allow customers to easily manage accounts, subscribe
to services and resolve queries efficiently while at the same time improving
satisfaction levels and streamlining internal processes leading to operational
efficiency.
IV. Data Monetization and Revenue Streams:
Ufone has taken advantage of digitalization to expand their revenue streams
with data monetization. As more people turn to smartphones for data services,
increasing demand has opened doors for Ufone to offer packages centered
around data use while exploring partnerships with content providers. By
intelligently using customer data Ufone offers tailored products with
personalized services and targeted promotions designed to create customer
loyalty while maximizing earnings.
V. IoT and Ufone Diversification: Internet of Things (IoT) has emerged as an
innovator in telecom, and Ufone has taken note of this technology by adopting it
to broaden its offerings. Integrating IoT into Ufone's business model has
allowed innovative solutions for industries like healthcare, agriculture and smart
cities; its deployment coupled with Ufone connectivity allows real-time
monitoring, data analytics and automation that create efficiency and
sustainability - thus supporting efficiency and sustainability goals.
VI. Cybersecurity Challenges and Mitigation: With Ufone's transition into
digitalization, it must address the cybersecurity risks posed by increased
connectivity. Protecting customer data, network infrastructure, and
communication channels must remain top priority; Ufone should implement
robust cybersecurity measures in order to maintain trust among its customers
while continuing business operations without disruptions.

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Digitalization's effects on Ufone's business and offerings are profound, from
enhanced connectivity and digital customer engagement, to exploring new
revenue streams through IoT and diversifying with IoT devices. Ufone's
transition into the digital era mirrors the industry's dynamic nature where
adaptability and innovation are vital for success; Ufone must remain vigilant in
addressing cybersecurity threats while harnessing cutting-edge technology
solutions that keep pace with an ever-evolving telecommunications sector.
VII. ONIC's role as an entry into digitalization.
Digitalization's effect on Ufone's business, most notably through ONIC's
introduction, is diverse and can be examined across numerous dimensions:
branding, market positioning, technological innovations, customer experiences
and pricing strategies are just a few examples. Let's examine these dimensions
further:

1. Branding and Market Positioning:

Historic Context: Ufone has long left an indelible mark on Pakistanis through
memorable television commercials that left an impactful message about
themselves to viewers across Pakistan. But with digitalization's arrival came a
shift in strategy among telecom companies with regard to brand diversification
strategies; Ufone sub-brands Djuice and Uth being examples of such
approaches.
Current Scenario: With ONIC, Telstra embarked on an unprecedented digital
telco initiative and adopted a distinct brand to attract young adults with digital
expertise. ONIC differentiates itself by positioning itself as a native digital
brand geared specifically toward young consumers through visual identity
design, online marketing strategies and celebrity endorsements that all showcase
its intention to appeal to this digital-native target market.
2. Technological Advancements and Digital Telco Concept: Evolution of
Telecom Business:
This essay details the wider evolution of telecom, highlighting its transition
away from traditional revenue streams such as voice and SMS toward digital
and OTT services.

30
Digital Telco Concept: ONIC has established itself as a digital telco, employing
digital solutions to enhance customer experiences and expand services beyond
voice and data services. By working together with Circles, ONIC seeks to
remain ahead of its competition by adopting cutting edge technological
innovations.

3. Customer Experience and Digital Solutions:

ONIC provides user-centric services completely digitally without physical
outlets. Order SIM cards online, enjoy hassle-free onboarding with eSIM
functionality, and digital recharge options all contribute to an enhanced
customer experience.
ONIC stands out by being an exclusively digital brand without physical
locations, appealing to a segment of customers who value easy digital
interaction.
4. Pricing Strategies and Target Audience:
ONIC's target audience is composed mainly of digital natives aged 21-30 who
actively use smartphones and are deeply immersed in an active digital lifestyle.
We aim to cater specifically for this segment with higher service expectations
that meet these characteristics associated with being younger tech-savvy
demographic.
Pricing Analysis: ONIC's pricing strategy for high-volume data packages is
studied in detail, offering highly competitive plans to accommodate users who
prioritize data-intensive activities. This makes ONIC an appealing option
among its peers who prioritize such plans.
5.Regulatory and Legal Considerations:
This addresses confusion over ONIC's classification as an MVNO (Mobile
Virtual Network Operator), explaining its operation under PTML similar to
Ufone 4G's brand operation under PTML. This distinction between brands and
MVNOs sheds light on the regulatory landscape.
6. Future Prospects and Differentiation:
Future Directions:

31
This investigates ONIC's plans and the possibility of revamping PTML's image,
raising the question as to whether ONIC is just another passing trend or an
integral move toward realigning PTML in digital form.
Differentiation:
The importance of differentiation, noting that ONIC stands out through its sole
digital play, no physical outlets and distinct visual identity compared to Ufone
design.
In summary, digitalization's effect on Ufone's business can be seen through
ONIC's launch: it shows in terms of branding strategies, technological
advancements, user-centric approach pricing strategies and regulatory
considerations. ONIC is an innovative response to changing dynamics within
telecom industries as it caters for changing preferences among digital native
demographics.

Capacity Utilization Strategy

Ufone Pakistan, one of Pakistan's top telecom service providers, has

implemented various capacity utilization strategies to optimize resources and
enhance services. Below are a few such tactics being utilized by this provider
with accompanying citations:

1. Network Expansion:
Ufone has steadily expanded its network coverage to meet Pakistan's
increasing telecommunication demand. Investing heavily in building new
cell sites, upgrading infrastructure and introducing advanced technologies
such as 3G and 4G has allowed Ufone to increase capacity while offering
better services to its customers.
Citation: "Ufone has been expanding its network coverage in Pakistan
with a focus on providing seamless connectivity and an outstanding
customer experience - source: Ufone Annual Report (2020)
2. " Spectrum Optimization:
Ufone has optimized its spectrum usage to make efficient use of its
resources. The company has employed techniques such as spectrum
refarming - in which multiple operators reuse spectrum bands to increase
32
 capacity - and spectrum sharing, where multiple operators utilize one
spectrum band at the same time. Ufone has utilized spectrum
optimization techniques to increase services without increasing its
spectrum holdings, thus enabling the company to offer customers more
services while decreasing costs. Citation: Telecom Pakistan "Ufone's
Spectrum Optimization Strategy" (2019).

3. Traffic Management:
Ufone has implemented various traffic management strategies in order to
optimize its network capacity and make better use of resources. They use
techniques such as traffic shaping - which regulates data transmission
speeds - and traffic policing, which regulates flow rates; this has allowed
Ufone to manage network traffic effectively while offering better services
to its customers. - source: Pakistan Telecom "Ufone's Traffic
Management Strategy (2020)."
4. Network Virtualization:
Ufone has implemented network virtualization to increase its network
capacity and improve customer services, offering customized services
without increasing physical infrastructure costs. Citation: Telecom Asia's
article entitled, "Ufone's Network Virtualization Strategy (2020)."
5. Customer Segmentation:
Ufone has taken an innovative approach to customer segmentation by
organizing customers based on usage patterns to optimize network
capacity and deliver better services. They have identified high-value
customers and tailored services specifically tailored towards them,
meeting each of their individual requirements.
6. Network Optimization
: Ufone has implemented various network optimization techniques such
as cell breathing, load balancing and traffic management in order to make
sure its network resources are being utilized as effectively as possible
(Source: Ufone Annual Report 2020). (For more details please see Ufone
Annual Report 2020)
7. Spectrum Refarming
: Ufone has implemented 4G services by reconfiguring its 2G and 3G
spectrum, increasing network capacity while offering faster data speeds to
its customers (Source: Ufone Annual Report 2020). (See the Ufone

33
 Annual Report 2020 for further details.) (Source: Ufone Annual Report
2020)

8. Ufone Network Expansion:

Ufone has continued to increase network coverage and capacity by
installing new base stations as well as upgrading existing ones, which
enables it to meet increasing data service demands for its customers.
(Source: Ufone Annual Report 2020).
Ufone has implemented small cell and Wi-Fi networks to offload traffic
from its macro network, thus alleviating congestion and improving
performance (source: Ufone Annual Report 2020). (see Ufone Annual
Report 2020 for more info)
9. Ufone's Traffic Management Solutions:
Ufone has implemented various traffic management techniques such as
data throttling, data caps and fair usage policies in order to effectively
utilize its network resources while guaranteeing equal bandwidth
allocation across customers (Source: Ufone Annual Report 2020). (Ufone
Annual Report 2020).

User Friendliness

Ufone's dedication to user-friendliness can be seen through its mobile

application design and functionality. The interface was carefully crafted for an
enjoyable and straightforward user experience across different levels of
technical proficiency, especially on its home page which provides users with
instantaneous information regarding account balance, remaining data usage and
current promotions - without needing to navigate multiple menus to locate
essential details.
Ufone's interface is also designed to be easy-to-use for navigation: its app
employs large icons that guide users logically through its application. This
ensures even those unfamiliar with complex smartphone interfaces can
effortlessly find what they need - such as one-tap access to frequently used

34
functionalities such as recharge and data plan activation - with ease. This
exemplifies Ufone's dedication to offering user-friendly services.
Accessibility and Speed
Ufone understands the wide array of technical proficiency among its user base,
so they have prioritized accessibility when designing their app. Not only
visually intuitive, but the design accommodates users with different vision and
motor skill needs as well. Contrasting colors, clear fonts, and an adaptable text
size feature help increase accessibility, making the Ufone app inclusive for a
broad audience.
Speed, an important element of user satisfaction, is an area of improvement for
Ufone's app development. Loading times are slow which interferes with users'
ability to access information quickly as lags and delays arise when switching
menu options within the app. While features like quick recharge can take some
time before being available, contributing towards efficient services from Ufone.
Ufone extends its commitment to accessibility beyond accessibility by
supporting both Urdu and English languages, catering to its user base's
linguistic diversity. This feature shows Ufone's dedication in making sure every
user can comfortably engage with the app using their preferred language -
further increasing inclusivity within user experience.
Ufone's mobile application stands out as an inclusive tool because not only does
its design prioritize user-friendliness but its functionality also focuses on
accessibility - creating an inclusive tool.
Ufone's dedication to providing its users with all of the information they require
can be seen throughout its app. Clear instructions guide users through various
processes, such as recharging accounts or activating data plans; or
troubleshooting issues. Ufone exemplifies this commitment through its Help
and Support section which offers step-by-step guides, FAQs and video tutorials
so users can confidently navigate it.

Petals of the Flower of Service

1. Informational petal:
Ufone's app serves as a great source of real-time updates on data usage,
account balance, and ongoing promotions that can easily be accessed on
the home screen. Ufone provides users with detailed analytics regarding
35
 their data, call, and SMS usage through its "My Usage" section, offering
users insight into their consumption patterns. Ufone also keeps its
customers well-informed through the app's Promotions feature - keeping
users updated about new offers! Users can explore ongoing promotions,
special offers and exclusive deals tailored specifically to them. This
proactive approach not only engages users but also ensures they remain
aware of all available opportunities to enhance their telecom experience -
instilling a sense of value and appreciation in them. Ufone offers its users
a convenient Live Chat section which offers user-oriented FAQs
addressing network coverage, international roaming and device
compatibility queries - an essential resource to stay informed. Ufone
ensures users have access to vital information at their fingertips, insights
into usage patterns, and an abundance of knowledge through FAQs and
guides to maximize their telecom experience. By strategically placing key
information at users' fingertips and offering insights into usage patterns,
as well as offering expert knowledge via FAQs and guides, Ufone equips
its users to maximize their telecom experience.
2. Consultation Petal
Ufone makes communication between its users and service providers a
priority, with its app offering real-time customer support chat
functionality that enables instantaneous conversations with Ufone
representatives to address concerns, get assistance or obtain information
on new services. In addition to that service, there's the "Uforum" feature
which encourages community by connecting customers together while
sharing insights or seeking advice on various subjects - creating a
collaborative and supportive atmosphere between customers and Ufone
representatives.
Ufone's app facilitates an easy and efficient ordering experience when
purchasing additional services like data plans and value-added services,
including bundles. Users can easily browse available options, view
detailed descriptions, and make selections quickly using just taps - such
as when browsing "Bundles." A secure checkout process supports various
payment options for seamless transaction experience while order
confirmations arrive promptly for added transparency and assurance.
3. Billing Petal
Transparency and accurate invoicing are integral to user satisfaction,
which is why Ufone's app provides thorough billing details that detail

36
 charges, usage patterns and applicable taxes. Real-time billing updates
provide users with accurate data regarding their usage and associated
costs. This proactively promotes financial awareness and responsible
usage, underscoring Ufone's commitment to transparency. Ufone's app
also offers personalized billing alerts and notifications, enabling users to
set thresholds for data usage or spending. When these thresholds are
approached or reached, users receive timely alerts preventing any
surprises when their bills arrive - this proactive approach not only
contributes to financial responsibility but also shows Ufone's dedication
in ensuring an experience tailored specifically for user expectations.
4. Payment Petal
Ufone's app makes payments seamless. It supports various payment
methods, such as credit/debit cards, mobile wallets and direct bank
transfers; Ufone ensures it remains safe with encryption and two-factor
authentication to protect users' financial data; it even rewards timely bill
settlement with its rewards program which gives users points that can be
redeemed later for discounts on services or exclusive promotions - not
only encouraging responsible financial behavior but also rewarding user
loyalty with tangible benefits for customer retention.

37
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39
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40