Zong Entry into Pakistan & Price War between Pakistani GSM Service Providers

Posted by 22 January, 2009
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In 1993, Mobilink started GSM service in Pakistan (yes, Mobilink is the pioneer) but later on with the passage of time and development in IT industry, we now have 5 GSM service providers namely Mobilink, Ufone, Warid, Telenor, and Zong.

zong-ad

There was a time when users had to pay charges for even incoming calls and now we see a bigger change. Users can call for free to some selected numbers and also a new package is introduced, ‘Happy Hour’,  that gives you facility to call on some numbers for free in day time.

There is intense competition between all providers and it leads them to a price war. Everyday low prices brought users to companies but on the other hand we see a little compromise on quality in shape of hidden charges, weak customer support service etc.

Zong entry into Pakistan was a big challenge for that time existing companies and Zong entered and Rocked. They targeted the 60-70% of the population and they succeeded. There advertisement campaigns are simple yet professional and attractive. They didn’t endorsed any celebrity in their advertisement may be to save the “Celebrity Cost” or it may be a part of their strategy not to use a celebrity in start as they succeeded in creating customers without it and they can use it at a later stage to better position their brand.

The prices are now a down as the limit set by the Pakistan Telecommunication Authority (PTA), now GSM service providers have to pay attention on their customer and value added services. In a competition where price war starts, either some companies succeed or becomes the casualities of that era.

Categories : Telecom Tags : , ,

Comments
August 11, 2009

its brilliant mind beloing sir

Posted by faizan

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