Marketing Plan Report

NE's ACHIEVEMENTS

?During 2006 Ufone successfully completed the network expansion of Phase 4 in existing as well as in new cities and towns which amounted to more than US Dollar 170 million. As a result the asset base of the Company has increased from Rs. 20 billion to Rs. 27 billion.

?Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on total subscriber base, which has increased from 2,579k in June 2005 to 7,487k in June 2006.

?Ufone currently caters for international roaming to more than 195 live operators across 119 countries and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore, Portugal and Kuwait with lowest rates, featuring no security deposit and activation charges. GPRS roaming facility is available with more than 75 Live Operators across 59 countries.

?The Company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and the Northern Areas.

OPERATING PERFORMANCE

Ufone's operational performance has been very encouraging. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level, due to its aggressive policies and exercising strict control over expenses the Company managed to improve its revenue and after-tax profit by 87% and 54% respectively, as compared to last year.

GROWTH RATE

As mobile users in the country have reached over 28 million at a very rapid pace, Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a subscriber base of around 6.5 million and a market share of nearly 25%. Ufone has seen a subscriber growth rate of over 200% in the last year, and since the start of 2005 Ufone added nearly 5 million subscribers onto its network. A remarkable achievement indeed, especially considering the fact that two new international players also entered into the market in 2005. Subsequently the growth in subscriber base caused a healthy trend in revenues which have doubled.

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TECHNOLOGY

After Mobilink, Ufone is the second cellular service provider company that is based on GSM technology. Basically they are using GSM 900 technology with version 2001. Apart from this they are very strong in technological developments especially they have a well-established research and development department that is working on new technological developments in their products. Like they are the first company in Pakistan that is offering GPRS facility to their subscribers

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STRUCTURE OF THE ORGANIZATION

In Ufone the hierarchy is very lean, in general the whole setup is centralized, all the matters are to be reported to the main company and all the policies and targets are approved at the higher level. But at the department level the structure is decentralized.

? UFONE has following functional departments:-

§ Technical

§ Customer operations

§ Finance

§ Administration & Procurement

§ Human Resource

§ Co-ordination (Govt. relations)

§ Marketing

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?Current CEO (Chief Executive Officer) & President of UFONE is Mr.Mubashir

Naqvi

?Ufone's Head Offices is in Islamabad

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MARKETING DEPARTMENT

Marketing department handles all the marketing activities concerning all Ufone packages and brands. A recent marketing survey conducted by a prominent marketing research company showed that Ufone has considerably increased its brand visibility and image through its vibrant marketing strategies.

?Marketing department's hierarchy is as follows:-