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Introduction and Background

Wateen Telecom is the Abu Dhabi Group's latest venture in Pakistan. After the successful launch of Warid Telecom in Pakistan, which has a subscriber base of over 10 million customers in 145cities, Wateen Telecom has been set up to become the leading "Carrier's Carrier" providing services based on quality, reliability and affordability in the communication and media sector. Wateen is committed to bring Next Generation services to your doorstep... today. Wateen Telecom, Pakistan is largest communication company in the private sector has become the detrimental catalyst that has rampantly moved forward the country into a digital revolution with its ability to seamlessly connect and enable smarter, faster, cost-effective and flexible communication solutions to reach its valued customers. Wateen offers a complete range of carrier class telecom and multimedia services like fixed wireless and line telephony, always-on broadband for data, internet and TV/multimedia along with a host of other value-added services and applications to set the standards for a new era of communications and entertainment in Pakistan. Wateen continues to build on the heritage of its parent company - The Abu Dhabi Group. We believe in leadership through people. Our technology and service-delivery strengths stems from our valued employees who have joined Wateen from all over the world to earn customer trust and loyalty with a continuing commitment to the deployment of innovative products and services, reliable, high-quality service and excellent customer care Wateen Telecom is the Abu Dhabi Groups latest communication investment in Pakistan. After the successful launch of Warid Telecom in Pakistan which provides mobile GSM services to over 4.0 million customers, in under 1 year of launch, Wateen Telecom was set up to become the leading Carrier in Pakistan providing quality, reliability and affordability in the communication sector bringing the next generation services at customers doorsteps today! Wateen offers total communication solutions including domestic and international voice services, video conferencing/video telephony, true broadband Internet and data connectivity, DVD quality TV viewing and VAS such as Video security and surveillance and Interactive gaming, for corporate, business and residential customers. Wateen also provides telecom infrastructure to cable, cellular, ISPs, calling card and payphone partner companies

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Vision To launch Pakistan into the 21st century digital revolution by providing complete communication and media solutions to Telecom Operators, Corporates and Consumers, to be the leading Carriers Carrier by creating a world-class cutting-edge network and to deliver a diverse range of reliable, affordable and quality customer-centric services.

Mission To provide affordable communication services that meet and exceed customers' expectations To deliver high-quality, flexible and innovative solutions that are cost-effective and conducive To provide complete customer satisfaction on time, every time To make Broadband Pakistan a reality.

Companys Motto Wateen Telecom Ltd embarks on providing leading international voice retail and wholesale communication services to its esteemed customers through its ability to seamlessly connect and enable smarter, faster, cost-effective and flexible solutions. Wateen continues to build on the heritage of its parent company - The Abu Dhabi Group. We believe in leadership through people. Our technology and service-delivery strengths stems from our valued employees who have joined Wateen from all over the world to earn customer trust and loyalty with a continuing commitment to the deployment of innovative products and services, reliable, high-quality service and excellent customer care.

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Corporate Values

Simplicity Friendliness Quality Innovation Honesty

Practical and easy-to-use Customer satisfaction is foremost Premier services; no compromises Always at par with the latest technology Practice what we preach: integrity, ethics and open communication

Organizations culture: Organizational culture is the workplace environment formulated from the interaction of the employees in the workplace. Organizational culture is defined by all of the life experiences, strengths, weaknesses, education, upbringing, and so forth of the employees. While executive leaders play a large role in defining organizational culture by their actions and leadership, all employees contribute to the organizational culture.At Wateen they have a unique environment to work for since it houses a diversity of skills, backgrounds, viewpoints and experiences from around the world. It is ensured that hiring is based on merit, skill and ability, without regard to race, color, religion, sex, national origin, ancestry, age, physical or mental disability, military or veteran status, marital status, or any other classification. Wateen Telecom is building and integrating the next generation of intelligent, converged networks with a plethora of key services and differentiators in the market. The primal objective is to become a carriers carrier and provide turnkey solutions for all customer requirements and specifications. At Wateen Telecom we are seeking innovative and intelligent people to help us design, market, sell and support our innovative & intelligent product portfolio to a diversified evolving market. We strive to hire only the best, create an exhilarating work environment and above all else, respect each individual's unique contributions. An organizational culture has following elements

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Organization environment: Nature and the environment It is the duty of every organization to provide comfortable environment to its workers so that they can work easily and comfortably in it without any distraction which will waste their time for working. Wateen shall be a pioneer regarding environmental protection, by minimizing environmental damage and by developing, promoting and utilizing environmentally friendly technology. You shall bear in mind the environmental effects work-related activities have on nature and the environment and shall choose environmentally friendly solutions as far as this is possible. If any of the workers is not comfortable with the existing environment Wateen will try to solve his or her problem. Monthly meeting will be held which will help the problem solvers to know about different kind of problems faced by the workers and get to know about the different opinions from different people which will help them to solve the problem easily and more quickly. For example if any worker doesnt feel comfortable in Smokey environment the smokers would be asked to go in a special area or room of the building, specially made for the smokers to smoke in their free time. Clean water would be available for them to drink. Anything which will cause negative effect or cause any kind of danger or disaster in the nature of the environment would be removed to make the environment comfortable for the workers as they have to work in it. Working environment: Wateen is a professional and positive workplace with an inclusive working environment. Therefore, you shall behave with respect and integrity towards anyone you come into contact with through your work. You shall help create an environment free from any discrimination, be it due to religion, skin color, gender, sexual orientation, age, nationality, race or disability and free from bullying, harassment or similar. We do not tolerate any behavior that can be perceived as degrading or threatening. The organization provides following facilities in the workplace: Incident Management is the process of controlling reported issues through to completion to achieve service continuity. When an issue is reported Wateen Telecom will do what ever it takes to restore the network as rapidly as possible.

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Reactive Problem Management is the process of analyzing the technology environment to establish what caused the incident. We provide diagnostics and resolution recommendations as well as managed vendor access. Moves, Adds, Changes and Deletions supports asset moves within client environments. Clients control the change process through owning risk management and scoping. Software Support: Access to vendors gives clients visibility of all license changes. Monitoring services form the foundation of complex managed services and should be purchased in addition to break-fix maintenance. To monitor technological environments inhouse clients need to invest in costly systems and resources. Outsourcing this support function is often a financially viable alternative. Event Management is the proactive monitoring of devices and applications to assure exceptional quality of service through network health and security. Performance Reporting is available to clients through the online portal. Clients have access to a wide range of automated reports relating to the history, trends, health, usage and exceptions of all monitored devices. Status Reporting provides updates on the current state of the monitored environment. Configuration Item Tracking is the monitoring of client technology assets in order to provide visibility of details and locations of the supported estate. Clients are notified of changes in the environment on priority basis. Creating a healthy and safe working environment Wateen is responsible for supporting a working environment characterized by high jobsatisfaction, opportunities for personal and professional development, and low rate of sick leave and injuries. Wateen shall be responsible for the health of its worker. Any worker who comes across any kind of injury or accident would be paid with leave till he or she gets to its normal health. Wateen is an organization who takes the responsibility of its workers working for its benefit and good will so Wateen shall be responsible for their health and safety. Any kind of injury faced by the worker would be reported to the organization and as a result the organization will help and support them fully in return. If any of the workers is not

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comfortable with the existing environment Wateen will try to solve his or her problem. Monthly meeting is held which will help the problem solvers to know about different kind of problems faced by the workers and get to know about the different opinions from different people which will help them to solve the problem easily and more quickly

Health and the environment It is the responsibility of every organization to take care of the people working for its benefit and betterment because they are the people who will take the organization to a better position in the future and will help to earn and generate more profit for it. Wateen is a pioneer in the field of health, safety and environment so as to promote high levels of satisfaction and good health. We share a responsibility for achieving this goal. Compensating our people: Compensation is used to reward performance and to influence and reinforce Wateen desired culture and values. Wateens pay and benefits programs reflect how many the employees and their families are valued. These programs are among the most comprehensive and competitive in our industry. Wateen pay practices are designed to attract, motivate, retain and reward employees with competitive base pay complemented with short-term and longterm incentives. Wateen believes in compensating employees in a manner comparable to our competitors in the industry. Wateen also fosters a pay-for-performance culture that provides employees with opportunities to earn higher levels of compensation and receive rewards tied to company, team and individual performance. Wateen makes a significant investment in employee benefits, an important part of each employees total compensation. The benefits program is reviewed each year to ensure that the plans are cost effective and continue to provide competitive benefits meeting the needs of our employees and their families. The bar is set competitively high for the compensation so that the workers work more and we pay them according to it. Taking our peoples security seriously We do what we can to manage external risks and threats that could cause serious injury or death of our employees. Contingency plans and regular exercises are important elements in ensuring our peoples security. We also offer all our employees a 24/7 hotline, serviced by Wateen staff which updates the organization with the latest news and the happenings of the workplace. Different precautionary measure charts are been placed on the walls of the organization which will help the employees to cater any kind of mishap, if happens, easily in

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the organization. Different exercises done by the employees in Wateen help them to be active in the workplace, while doing their work. Employees are also trained for any kind of emergency that happens in the workplace any time. They are trained in a way so that they can save their lives in any kind of situation.

Organization values:

Every organization has its norms and values which are to be followed by every employee working in that organization. Here are a few programs that demonstrate Wateen efforts to translate customer needs into better service and Wateen commitment to making a long-term positive impact on the countries we operate in:

Working towards diversity: Diversity is a key to our working environment. People from different mind sets and backgrounds are grouped under one roof and are trained to adjust in that environment to work with different people. We employ people from a variety of backgrounds, with a wide variety of skills and training. They are trained in a way that they can accept any kind of person in their working place and feel comfortable while working with him or her. In this way every employee get a chance to take the best out of them and to share their thinking and work experience and their best abilities with others. This helps them to work with both heart and brain for the betterment of the organization.

Ethnicity/nationality: Wateen is an organization which hires people from different ethnic background and nationality and makes them work under one roof without any kind of discrimination. Diversity at Wateen must reflect the multi-cultural capacity of the societies in which the Wateen Group operates. There is no racial or ethnic discrimination within the workplace. All the employees work together under one roof in Wateen. Gender: We believe that encouraging an appropriate work-life balance is a key to ensure that both men and women excel at Wateen. Though gender discrimination and sexism refers to beliefs and attitudes in relation to the gender of a person, such beliefs and attitudes are of a social

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nature and do not, normally, carry any legal consequences. Sex discrimination, on the other hand, may have legal consequences. For instance an employee may be discriminated against by being asked discriminatory questions during a job interview, or because an employer did not hire, promote or wrongfully terminated an employee based on his or her gender, or employers pay unequally based on gender. But this doesnt happen in Wateen. Developing our people: Wateen offers extensive opportunities for learning. In addition to on-the-job training and transfers between different locations we offer a wide selection of external courses, job rotation, learning programs and leadership training programs to flourish the abilities and capabilities of the employ. Organizational rites, rituals, and customs: Loyalty, impartiality and conflict of interests Wateen respects the individual employee's right to a private life and private interests, but demands openness and loyalty to the group and the group's interests. You shall not take actions nor have interests that make it difficult to perform your work objectively and effectively. Service to Wateen should never be subordinated to personal gain and advantage. Conflicts of interest should, wherever possible, be avoided. You shall never take part in or attempt to influence a decision or settlement if there is a conflict of interest or other circumstances exist, which could give grounds to question Confidentiality Every employee in the group has a duty of confidentiality by law and written agreement. You shall keep confidential all corporate and other matters that could provide third parties unauthorized access to confidential information, and exercise caution when discussing internal affairs so as to avoid being overheard by unauthorized persons. The duty of confidentiality also applies after the conclusion of employment or contractual relationship with Wateen for as long as the information is considered to be of a sensitive nature or in any other way confidential

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Cultural transmitter: Awareness-raising campaigns Wateen recognizes the importance of empowering children, parents and teachers to use ICT safely, and so it has been involved with awareness-raising campaigns and media literacy training for several years. Wateen runs awareness raising campaigns in schools in cooperation with local NGOs such as Save the Children and develops technical solutions to enable controlled access to content by minors. In addition, Wateen has a good working relationship with law enforcement authorities on issues related to illegal content. It was the first mobile operator to introduce, in cooperation with the Norwegian police, a filter for mobile Internet, which blocks sites containing images of child sexual abuse

Customers and suppliers: Wateen furthers its ongoing efforts to strengthen the groups customer orientation. Wateen believes it is essential that customers be offered solutions that fulfill their communications requirements in a simpler and better manner. A good understanding of peoples communications needs, combined with the ability to deliver as promised, is required to ensure that Wateen remains the preferred choice. The company takes its reputation and market surveys seriously and is engaged in continuous work on improvement measures.

Public Relations A public is any group that has an actual or potential interest in or an impact on an organization's ability to achieve its goals. A variety of programs have been designed to promote and protect the company's image and to improve its individual services. Wateen believes in developing and maintaining good public relations and positive and honest publicity, as it helps in reaching out for prospects that prefer to avoid sales people and advertisement. PR Tools: Public Relation tools include following Publications and public-service activities Events News Speeches

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Communication in Wateen The formation and effective use of corporate culture in ways of conducting business in Pakistan has evolved over the years to great extent. Along with pros of corporate culture there are also rising threats of information being leaked or the ideas which may be the unique selling point (USP) of product and/or service being willingly provided to the competitor (s) in exchange of monetary privileges and/or better job offers which may include more salary and better perks/allowances. In order to contain and avoid such threats, corporate companies now are focusing on how they can strengthen themselves and differentiate themselves in a market which is shaping up to be a highly competitive and survival of the fittest form. This has resulted in an overwhelming emphasis on the channels and effectiveness of communication both within an organization and outside the organization which includes customers (existing and potential) and competitors in the industry main focus being on effectiveness of communication within the firm after all in order to compete aggressively in such an services industry it is of great importance that a firm should have a strong internal environment. The process of strengthening the internal environment can be made a lot less hectic if there is an existence of effective communication within a firm. The launch of Wateen, about 5 to 6 years ago, was very grand in nature as it was one of the first telecom companies providing services which previously were provided throughout Pakistan only by Pakistan Telecommunication Company Limited (PTCL). The people of Pakistan especially those living in the urban cities were looking forward to their services and there was a significant amount of advance bookings been done to avail their services. However due to lack of proper knowledge about the ways in which they should maneuver their business strategies resulted in them failing to satisfy their customers and eventually resulting in their failure as a service providing company. The role of not utilizing the communication both internally and externally was also a key element in this failure. Their recent reemergence has been very successful. According to the management it was achieved through re-structuring the internal communication at Wateen which proved to play a vital role in their success. This again proves the importance of business communication for an organization to be successful.

In order to effectively work in such competitive and sometimes troublesome environment, dealing with crisis through communication has taken a centre stage. Wateens communication

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structure also reflects the same and the ways they achieved these are what will be explained in this chapter. Organizational Communication at Wateen As an organization the main features that Wateen emphasizes on its employees to have or get accustomed to be are: The goals and work decided to be done in the meetings should be achieved and effective activities in order to achieve these should conducted as soon as possible. Every employee should keep a flexible attitude in order to respond to changes and adapt to different situations as the situation demands. They should focus on there social responsibilities and encourage other employees in order to motivate individuals, as it will result in an overall better performance. There is effective communication between internal and external environments on regular bases at Wateen. Internal communication at Wateen As mentioned earlier Wateens success became possible through their re-structuring of internal communication, they emphasize to improve and further strengthen it. This focus has resulted in them having a strong internal communication setup. Wateen uses both verbal and non verbal means of communication. Oral communication is preferred by Wateen when the message that is to be given out is urgent. As mentioned before that they do focus on motivating individuals any personal assessment, either it be good or bad, is preferred to be told to an individual verbally rather than pinpointing him/her out and praising or degrading them in front of other colleagues. Channels used by Wateen for oral communication include: Presentations Face to Face Discussions Video Conferencing Teleconferencing Telephone Video and/or Audio recording

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Since Wateen is a nationwide service provider Video Conferencing and Teleconferencing are considered to be of immense importance in their daily routine especially when meetings involving employees at head office are done or when their engineers and technicians are to address to a problem or new technological enhancements and its introduction has been done. The information that is to be provides regarding these devices is also provided through Audio or Video recordings, especially while training of engineers and technicians. When the messages are longer in form or are to be documented and to be provided to larger quantities of employees, Wateen prefers to communicate in written forms. The provision of technical information is also in some cases provided via written documents. The main modes used by Wateen for written communications are: Mementoes Reports Fax E-mails Letters written from the managers of departments heads regarding issues of their

respected departments.

Wateen believes that if the messages or instructions those are to be informed should reach the people concerned quickly and the actions that are needed to be taken should immediately be started. This is what they consider to be the definition of effective communication for their organization and want every employee who joins them to follow. They also consider that in order to make the employees more efficient the effectiveness of the information provided is very important and therefore they make it a point that the right message should reach the right person. This would avoid any lapse in information and the task would be performed both effectively and efficiently. They focus that these rules should be considered and obeyed by every employee as it would increase the overall efficiency and the performance of the organization which would be very beneficial for Wateen. Re-structuring and effective implementation of communication has been influential in Wateens success. A major part also includes the ways in which they communicate with their costumers both existing and potential costumer. These include different modes of marketing

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and communication usage, the details of which will be given in our Customer Services segment. Structure of Communication used by Wateen These include Upward Communication, Downward Communication and Horizontal Communication. In upward communication the messages are developed by the higher levels of the organization which are then transferred to middle and lower managements. These include the information regarding: The realization of a problem and directions that are to be followed regarding their Any act that has resulted in executives disappointment or disapproval of an employee or a group of employees and an overview of individuals performance. Information regarding financial and accounting aspects of the company.

solutions.

Downward communication mainly highlights the development of messages at the lower levels which are then transmitted to middle management which further enhance the messages as they reach the top level. It also provides the same information the only difference being that it is transferred from bottom to top. This structure is most common flow of formal information. Third and most effective way of communication, the horizontal communication has been used very effectively by Wateen. The core of this structure is that the employees have direct access to the higher hierarchies of an organization and flow of ideas. For the time being this form is only used to solve interdepartmental issues and new ideas proposed within the department. Management plans to increase the share of horizontal communication in the organization as a whole in near future. The idea behind is to improve the communication between the departments and executives. The management as told before wants to encourage the employees and promote innovation, they believe that by doing this they would be able achieve this and make the organization more open to ideas. The importance of each employee will in itself increase their motivation at work which in return will enhance not only their performance but overall output of the organization.

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Channels Used for Internal Communication Wateen as we all know provides services of Telecommunication, therefore has an edge over other organization regarding the means and channels through which Wateen communicates internally and externally. The main channels used for internal communication include: Inter-office Notes. These notes are used for transfer of information such as short instructional notes and advice given by the managers of their respected department to employees working under them. Office Memoranda. This is basically used for downward communication and mainly used to provide the employees working at middle and bottom level about the rules and restrictions, regulations and policies of the company. Meetings at Wateen. The meetings at Wateen are formal in nature. The minutes of meetings, the issues that need to be addressed in the meeting and the overall format of the meeting is prepared before the start of meetings. These meetings are organized at three levels which are:

Annual Meeting: These meetings are held every year and are led by the Chief Executive Officer (CEO) of the company. Monthly Meetings of Different Department: These meeting are chaired by the managers of each department. The performance, issue and problems faced within the department and by the department are bought forward and different available solutions are looked. Regional Meetings: Take place at the regional offices and are chaired by their regional managers. Issues regarding the region are brought forward and discussed. External communication of Wateen includes a unique type of form called Customer Support Order form and other various ways of advertisements. They constantly take inputs from their customers and different surveys to enhance and provide with better services to their customers. The organization as a whole has learnt from its past and now has laid strict roles for the organization to follow. Gossip and Grapevine of corporate culture are not appreciated and the executives demand their employees to follow a strict code of conduct. This is because they want anyone who joins their organization to be professional and make the work assigned to him/her the top most priority. They want all the employees to discuss work at the time of

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work and should limit their relaxing and leisure activities only to the time of break which is allotted to them. The overall emphasis is on improving and increasing the market share which has become reasonably more competitive in last two years as more companies are entering the field of telecommunication especially internet. An important part of the top level executives is to also to deal and communicate with international companies. We all are aware that Wateen is a UAE based company and its major technology partners are Motorola. In order to keep themselves updated with recent technological enhancements, which are constantly changing and evolving in the recent years, and to manage and inform the parent company about the financial needs and local generation need them to have effective global communication. As told before them being expertise in the same field are managing and handling different ways of communication effectively and mixing it up to what is best suited for the firm. Situation Analysis (SWOT) Strengths Related Business: Wateen Telecom is already into telecom business and has developed managerial and technical capabilities. Geographic presence: The Company is geographically present in wide areas. It has already a diverse customer base in various areas. There is no such competitor who has such a wide ranging presence in the country. . Innovation: The DTH is an innovative addition to the service as far as Pakistani market is concerned. It is in line with the policy of the company to tap the markets where consumers needs are not being addressed. Brand equity: The Company has an established brand name.. Extensive distribution channels: Wateen has extensive distribution channels for the distribution of its new service. Market oriented: Companys comparative advantage lies in already accumulated knowledge, experience and data in the field.

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Financial muscle: Wateen has sufficient resources to invest in the new project. Weaknesses Unpredictable market: Pakistani market is very unstable. Unskilled workforce: Specialized training is required for workforce and management to cope with new challenges emerging from the introduction of the new service. No existing alliances: The company is making alliances with certain new suppliers for the equipment etc. which, at present it does not have. Low initial returns: return on investment are initially low.. Cannibalization: The Company has also launched cable service for some areas. Due to launch of DTH these services are cannibalize each other. High turnover rates: The Company has not been able to retain good employees for long term. It would also hamper the ability of the company to handle the launch of new service successfully if the turnover rate does not come down. Opportunities General flaws of existing services: People are not satisfied with the existing service of cable because of various reasons including interruptions, poor picture quality, a lot of advertisement, poor customer service etc. They have responded enthusiastically towards the DTH service. Remote access: The biggest opportunity in Pakistani market is that there are certain areas where the services of competitors (cable operators) cannot reach due to the topography of the terrain. In those areas there are sufficient people who need the services the company plans to offer. So, there are sufficient unmet needs in the market which can be catered through the service. Inflexible existing services:

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In some areas the existing cable providers are not offering sufficient channels to satisfy the customer. The DTH service is promising as it would provide exactly what customer needs. Growth in the market: The market for entertainment is growing with the growth of middle income segment in Pakistan. These customers are increasingly demanding better services as far as entertainment is concerned. Threats Legislative environment: The independence of media is under scrutiny from the government. It is difficult to predict if there might be any legislation regarding DTH which could hamper the full advantages of the service. PEMRA might impose bans on channels as it did to cable. So, negative legislative developments remain a threat to the success of the service. Downturn in economy: The down turn in Pakistani economy might have impact on disposable income of the population which might not be inclined to spend much on the entertainment activities. General well being of economy always has favorable impact on all the businesses and the DTH service would not be an exception.

Little potential differentiation: It is expected that other competitors would enter the market. It might start price war between Wateen Telecom and potential competitors. In that case there would be very less differentiation Wateen would be able to offer given the nature of the service. Increased bargaining power of suppliers:

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Company would need vital alliances with suppliers and other partners. They might be suppliers of the competitors. Suppliers bargaining power might increase in that case making input costs high and leaving the company in difficult position. Uncertain demand: It is very difficult to estimate the exact demand for the service. There might be variation which could result in losses for the company. Employee retention: Company might lose its key personnel to other competitors once they enter the market for DTH. So, retention of good staff would remain a challenge and losing it would always present a threat. Short product life cycle: The Company would have to continually innovate given the nature of the industry. Fast pace of technological developments might render the service obsolete in few years and it might be replaced by more advanced technology. Current Situation: Market Analysis Market definition In order to define the market in Pakistan, we need to understand what needs are DTH to serve? Need: At present, DTH is serving the entertainment and information need of customers related to TV. In future, for further growth and with the application of new technologies, it could also serve this same need of PC users and owners of hand held digital devices. Thus, the market is currently defined as comprising of TV set owners of Pakistan. Market size Proliferation of Televisions The opening of new channels and cable systems has fanned a buying passion among consumers. Sales of black and white TV sets have faded out, as locally assembled cheap

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color TV sets (around PKR 7,000 for a 21-inch television) are readily available. Sales of Color TV sets grew rapidly with a 68% increase between 1990 and 2003. Consumers purchased over 850,000 locally assembled TV sets in June-July 2003-2004 as compared to 764,000 sets in the previous fiscal year, benefiting from cheap consumer financing and the explosion of entertainment and news channels. Besides consumer financing, declining prices of TV sets during the last two years in view of stiff competition have also lured a sizeable number of buyers. Despite falling prices, however, there is a segment in Pakistani society that cannot afford TVs at normal rates. For such consumers, cheap reassembled color TV sets are available. TV is the biggest source of entertainment for the Pakistani population, as cinemas are becoming less popular in Pakistan. The prevalent hobby of Pakistanis is watching TV. For the estimation of the TV sets, Federal Bureau of Statistics was consulted. Data from FBS has been used to find out the historical growth rate (optimistic and pessimistic) as well as forecast the market size in the year 2008. The above analysis shows that the estimated numbers of TV sets are 10 million in year 2008, and this will grow optimistically at the rate of 14% and pessimistically at the rate of 7%. Market segmentation After careful analysis of all of the clusters, it has been revealed that all of the consumers are same based on all of the demographic variables as far as the TV channel providers are concerned, except for the Socio-economic classes of them..

Competition and Market Share Cable and Satellite Television Since the introduction of cable TV in 2000, the Pakistan Media Regulatory Authority (PEMRA) - the regulatory body in Pakistan - has issued broadcasting rights to 49 TV channels. However, the unofficial number of channels can go up to 100, depending on the

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local cable TV service provider. An average cable connection takes a monthly bill of PKR 250 to view an array of free and pay channels. Satellite channel subscription lost its popularity with the arrival of cable TV in the major cities. However, it is still used extensively in distant areas where cable TV is not available. About 7% of TV set owners has satellite dishes, which means that given the number of TV sets i.e. 8 million, satellite TV subscribers are 560,000 in year 2006. Competitors Strengths and Weaknesses Cable TV: Strength

mical pricing

Cable TV: Weakness

Satellite TV: Strength ote areas

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Satellite TV: Weakness

-availability of decoders Terrestrial and antennas: Strength

lable

Terrestrial and antennas: Weakness

Market trends Market trends in term of demographics, economics, social, technology, environment and politics have already been mentioned. Some other aspects of market trends are briefly discussed as follows. Due to limited sources of entertainment, television is probably the biggest source of entertainment for Pakistanis. A growing number of private TV channels and cable TV, providing access to more than 100 channels, has kept consumers watching. Indian and Pakistani soap operas are the most watched programs. People usually prefer to relax in their leisure time by watching television with their families. Watching movies is an alternative to cable TV. Indian and English movies are preferred over low-budget Pakistani movies. Nowadays, VCRs are becoming obsolete, while DVD players and large plasma screens are in fashion, adding to the craze for watching movies. Evening is the prime time, thats when people get back from their work and switch on the TV to relax. The prime time for TV is from 8pm till midnight. Board and card games, once a

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major source of home entertainment, have been replaced by computers. Now youngsters prefer to play games on their computer or Sony PlayStation, or perhaps play chess or pool online with other online gamers. Internet chatting is also quite popular amongst youngsters, and is an activity carried out in the evening and at late night. Listening to music is a growing hobby amongst the young generation. New pop bands have flared up the passion for music. Conversely, the habit of reading is not so popular. Fashion magazines are preferred over novels and digests. The once tightly regulated Pakistani media has succeeded in opening its wings, as new channels have emerged on the scene. Before 1999, only one Pakistani channel, PTV Pakistans national TV channel - represented the whole nation. PTV was criticized for being biased towards the government. The new developments are welcome, especially in a country where the majority of the population is not in the habit of reading. Thus, far more Pakistanis watch TV rather than read newspapers. Statistics and data from various sources confirm this trend. According to figures, in 2003 one in 66 people had a television set, and one in 13 people had a radio, while just 16 per 1,000 people read newspapers. Furthermore, with a literacy rate of barely 40% and an urban-rural ratio of 31.5% to 68.5%, it is evident that the electronic media has an immense role to play, and will continue to sway public opinion in Pakistan for a long time to come.

Internet Through research on internet, we found out following information:

Pakistan. Positioning strategy

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To: TV set owners of Pakistan For: Wateen DTH is a satellite television service brand. Differentiation: it provides you superior picture quality, control and freedom from cable guy Marketing Strategy Product Product Mix Three types of packages with value added features like parental control and programs in regional languages enables Wateen Telecom to capture a large market share. There are three segments in market, based on different SECs. Different products are targeted to each segment. The product details are as below: Basic Package: This package is targeted to segment SEC CD, with basic features of DTH, and with either 100 channels. It is because segment SEC CD is price sensitive and prefers price over variety and quality of channels. Premium Package: This package is targeted to segment SEC BC, with basic features of DTH plus internet facility, and with 120 channels. It is because segment SEC BC demands variety and quality of channels, but also it does not want to pay a higher price for the service. Therefore, a package with more number of channels than basic package, which fits into their buying capacity, is suggested for segment SEC BC. Premium plus Package: This package is targeted to SEC AB, with basic features of DTH plus internet facility, and with 150 channels. This segment is not price conscious and demands better service, quality and more number of channels. Marketing Strategy Price Pricing Objectives

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Though Wateen has no direct competitor in DTH field, however, market is predominantly captured by cable TV service providers. Therefore, Wateen is pricing its products so that people would shift from their existing service provider to Wateens DTH. Another objective of Wateen is to increase penetration and trial rate of DTH among potential customers. Wateen is following price discrimination strategy to siphon as much customers as possible while ensuring profitability. Wateen is careful to keep its image as affordable for larger segment of customers (which is SEC CD) in order to increase its penetration, else customers will compare the prices of DTH packages with their existing cable TV service and in case if Wateens prices would be perceived too high, customers would probably not shift to DTH. Marketing Strategy Promotion Broadly speaking the promotional goals of the company are: 1. To create awareness about DTH 2. To encourage attrition from cable to DTH The company plans allocate a substantial chunk of its budget for spending on communication through electronic and print media for initially. For high success rate of advertisement the selection of channel and timing of the ads are also very important. As almost 68 % of respondents preferred programs in their local languages and almost 90 % of respondents preferred programs in Urdu, the message can be communicated effectively by utilizing such preferences. According to our findings, most of the T.V viewing happens between 6 PM to 12 AM. Therefore the advertisements on electronic media should be aired during this time period. In addition to that the company plans to utilize the substantial subscriber base of Warid as captive audience and plans to send promotion messages to them, in form of SMS, at least on weekly basis to increase recall and to create brand awareness. Reema signs as Wateen's Brand Ambassador Reema, a celebrity with an immense fan following around the world, signs with Wateen as the Brand Ambassador. She was formally introduced to the media through a press conference

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Marketing Strategy Distribution Distribution is one of the important decisions to be taken by the company. The company aims for 100% geographical coverage though in phased manner. It involves delivery of service to end customer, and starts from purchase of equipments, their installation and service. For this our own sales force and trade partners are very important. For this the company distributes total area of service in to manageable zones for like North, Central and South. The company plans to open Sales & Customer Service Centers at various major cities and towns in these zones. However, keeping in view of the nature of the service, new orders as well as customer complaints are managed electronically. For this purpose the website of company is playing a major role. For example if somebody logs on to website of the company and shows interest in purchasing system of Wateen, he can be asked to fill an information form electronically proving all necessary information of geographical location of the customer. This information is passed on electronically to the relevant area service centre or nearest franchisee through MIS of the company to contact and provide necessary service.