Telecommunication Industry Of Pakistan Situational Analysis
Telecommunication Industry Of Pakistan Situational Analysis
Telecommunication industry is like back bone for any country in the age of communication as the one prevalent. Pakistan has one major player controlling the telecom infrastructure and service under monopoly license till 2005. Pakistan Telecommunication Corporation Limited has a very extensive telecommunication network across the country covering all the major areas. Recently PTC has started the process to digitize most of its telephone exchanges across the country for a better performance and enhanced services for a wider user base.
PTCL has also been pursuing plans to extend the telecom services to the remotest of the areas in Pakistan that have remained deprived of any facilities so far. This would help in not only bringing the telephone facility to these areas, yet also services like fax and Internet would follow.
PTCL has been putting up small capacity exchanges in the northern areas and otherwise remote and inaccessible areas.
The remote areas also have a power problem, as WAPDA is not catering to most of these areas, thus the major issue for PTCL is the power concern. This includes power arrangements for the telephone exchanges and also for the boosters and navigational arrangements that would connect the main exchanges to these far off small facilities.
PTCL has at some locations telephone exchanges functioning that are being powered by Diesel Generators. The major issue, however, is that these generators need lot of maintenance and repair work, and PTCL sometimes faces tough time attending to these problems in time and thus faces service breakdowns.
In the near future there is a lot of potential for new small exchanges being put up at more inaccessible locations across the country.
OPPORTUNITY:
For the existing and the planned small telephone exchanges and the related connecting navigational systems, boosters etc. there is a need for some efficient source of power that is reliable, needs lesser maintenance and look after, and could adequately satisfy the power needs of these installations under any unforeseen conditions.
Solar powered batteries is one of the most efficient options available that matches very closely with the requirements of such installations. PTCL being a very large company with a very extensive resource base, and also under an anticipation of near future competition in the industry after the monopoly arrangement will be over; is likely to consider the proposal as the
efficiency and benefits being ensured are substantial enough for them to commit to such high initial investment. Therefore, a lot of potential lies in the telecommunication sector.
MARKETING STRATEGY
OBJECTIVE:
Reach a mutual state of agreement with the telecom monopoly PTCL in Pakistan to develop a solar power generation system that would efficiently integrate into their infrastructure for their operations in remote locations with no alternate power arrangements.
THE PRODUCT:
The solar power battery systems needed would vary depending on the power requirements and the weather conditions of the installations. The overall effort would, however, be to try to integrate in the infrastructure and the technology of PTCL the solar power generations plants so as to maximize the efficiency.
PROMOTION:
Promotion would mainly remain focused through personal presentations to the DMUs in PTCL, demonstration of the system functions in their own work environment, and literature and catalogues for the relevant departments.
PLACEMENT:
The company would be responsible for the delivery and installation of the solar power generation equipment at the PTCL sites. There would be specified period for the test run through which a representative of the company would remain on the site to attend to any issues.
PRICE:
The price would be negotiated with PTCL; the components would include the price of the product, & transportation charges. There would be no charge for the installation of the equipment and the trial period back-up arrangements. The percentage for margin that would be pursued would be 20 %.
SERVICE:
In addition to the initial test period during which a company technician would remain on the site, there would be arrangement to attend to any unforeseen. There will be a provision to attend to the sites once in a year for routine check free of cost.
