Internship Reporton World Call
Internship Reporton World Call
Internship Reporton World Call
com
Internship Report on World Call
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Corporate Profile
Worldcall Telecommunications Group began life in 1995 when First Capital Securities
Corporation Ltd started incubating Worldcall Payphones, now Worldcall
Communications Limited. The next few years were spent in expanding payphone
network across Pakistan, creating new businesses and drawing investor attention to
the value of Worldcall businesses.
And now, there are 141,000 payphones all over the country and Worldcall holds the
largest share with 22 % of the market. Today, they are number one, and pioneers in
franchised payphones
In 1998 Prepaid Calling Cards were launched by Worldcall phone cards under the
brand name "Hello". In the private sector HELLO is number one and again the first.
In the following year the group established dial-up internet services through
Worldcall Dot Com. In 1999 Worldcall Telecom Lanka established the group's first
overseas presence when payphone operations were established in Sri Lanka. Today,
they operate over 1200 payphones in Sri Lanka.
In 2000 Worldcall Broadband established a Hybrid Fiber Coaxial (HFC) network in
Lahore by the name of "Magic", thus becoming the first Multi service operator in the
country, providing cable television and cable internet. In Cable Television in Lahore,
Worldcall was the last entrant and by far the largest. In 2003 they launched a state
of the art HFC network operation in Karachi branded Worldcall Broadband Limited.
Phase 1 of the project, covering Defense and Clifton is complete and over the next
eighteen months the project envisions a fiber network all over Karachi.
Group Companies
Currently the following companies are under the Worldcall group and operate each in
their specific field.
1. Telecommunications/Media/IT
• Worldcall Communications Ltd.
• Worldcall Phonecards Ltd.1
• Worldcall Multimedia Ltd.
• Worldcall Broadband Ltd.
• Worldcall Telecom Lanka Ltd.
• Worldcall Telecom Ltd.
• Worldcall Internet Solutions Ltd.
• Worldcall Dot Com Ltd.2
• Total Media Ltd.
• Media Times Ltd.
• World Press Ltd.
2. Financial Division
• First Capital Securities Corp.Ltd.
• First Capital Equities Ltd.
• First Capital Investments Ltd.
• First Capital Mutual Fund Ltd.
• Lanka Securities Ltd.
• Shaheen Insurance Co Ltd.
• Equity Partners Securities Ltd.
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3. Property Division
• Pace Pakistan Ltd.
• Pace Super Mall Ltd.
• Pace Woodlands Ltd.
• Pace Towers
4. Press Releases
• Business Plus
• Daily Times
• World Press Limited
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competitive voice and value added services tailored to their individual requirements.
With the Worldcall LDI network in place, the end customer will be able to get better
quality of service and care.
Worldcall is investing in scalable & flexible NGN solutions providing cost effective and
future proof investments. This means lower fixed and capital expenditure and more
efficient structures creating lower operating expenditure, better quality of service,
more competitive products, quick-to-market and new revenue rich services.
New Licenses – Wireless Local Loop (WLL)
Worldcall has completed all preliminary work for successfully launching the services
across Pakistan at very attractive pricing and quality of service after grant of license
by PTA. Worldcall plans on deploying a Third Generation capable Network CDMA
2000 1X and will be offering Fixed Telephony, Limited Mobility Telephony and all the
latest value added services like ; SMS, MMS, GPRS, Push-to-talk, EMS, etc.
Management Team
2. Managing Directors
Mian Ehsan ul Haq - Financial Sector
Shaan Taseer - Multimedia BroadBand Karachi & MSAN
3. Group Directors
Muhammad Shoaib - Technical
Shahid Mahmood - Information Technology
Dr. Ahsan Hameed Malik - Communications & HR
Sardar Ali Wattoo - Finance
Kamil Aziz - Business Development
7. Audit Committee
Shaan Taseer
Chairman
Muhammad Shuaib Yousaf
Muhammad Naveed Tariq
Investors & Partners
Due to its performance, the group has been able to develop strategic partnerships in
Pakistan and South Asia. Our international investors/partners include the following
groups:
• Sheikh Sulieman Ahmad Said Al-Hoqani of Oman
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• Al Juffali group, of Saudi Arabia
• Hollard Group, South Africa
• Hayleys Group, Sri Lanka
• Bank of Ceylon, Sri Lanka
• Merchant Bank of Sri Lanka
• Shaheen Foundation
• Saudi Pak
• Pak Kuwait Investment Co. Ltd
Vision
Worldcall Multimedia Limited is committed to achieving the highest quality in all that
it does. Our endeavor is to consistently satisfy our customers, shareholders, fellow
employees, and communities by giving them the best possible services. Being the
pioneers of providing Broad Band services and Cable TV on fiber optic continue to
strive for providing state of the art technology in order to bring Pakistan at par with
the most advanced countries in the world.
What is Broadband?
Broadband is the term used to describe internet services that are much faster and
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more powerful than home connections. Until now, these 'dial-up' connections have
been the most available and affordable forms of internet access, but now there are
broadband ptions in many areas so it is worth knowing what is out there to decide
when to make the switch. New services using your existing telephone lines, for
example, can allow you to access the internet and make a telephone call at the same
time, meaning your friends don't have to get an engaged tone when they try to ring
you any more just because someone in the house is always on the internet!
OK, so we all know broadband internet means fast internet. But how fast is fast? Is it
just as good simply to buy a whizzy new modem and carry on dialling up, for
example? While there is no single precise definition of broadband or broadband
speeds, there are some generally accepted features. First, however, you need to
understand how internet speed is measured. A standard home computer modem
these days operates at a maximum speed of 56k (precise speeds can vary due to
congestion on the internet and other factors, but that is what it is capable of in
perfect conditions). 56k (sometimes seen as 56Kbps) means 56 'kilobits per second'.
What's a kilobit? Just over 1,000 bits. What's a bit? It's the most simple element of
digitised data - a 1 or a zero, which are the building blocks of all computer data. So,
a modem can send around 56,000 bits of data every second down the line. This
might sound like a lot, but as users of dial-up modems know, it can seem awfully
slow as one waits for the 50th photograph on a page crammed with images to
download just as someone else in the house is waiting to use the telephone. And this
is just the maximum speed - sometimes modems seem to freeze up altogether or
you have problems connecting to your ISP. So how fast must a connection be before
it is called broadband? Some say 128Kbps, others 512Kbps. Certainly 512Kbps is
fast enough that accessing websites seems instantaneous. But all agree that even
higher speeds of at least 2Mbps - Megabits per second, or just over a million bits -
will be needed before services involving live video beamed over the internet will
become practical.
Broadband is not just about higher speeds, though. There are other things to
recommend it. Most types of broadband internet service are 'always on' - in other
words, you don't have to keep connecting and disconnecting, you can just sit at your
computer and start surfing the web whenever you like. As we have already
mentioned, they also usually allow you to make phone calls at the same time as
using the internet, sometimes with several phone lines as well - a real godsend in
households where some people love the internet and others love the phone! Finally,
faster speeds mean not only that you can retrieve web pages faster, but that you
can start to use the internet in new ways which are simply not worth trying with a
slow connection. You can listen to TV and radio over the web; watch 'web casts' of
your favorite pop group; and send holiday snaps to friends and family with ease.
Small businesses can also find it's much easier to work both inside their offices and
with external customers and partners with broadband connections.
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• Free your phone (no busy phone)
DEPARTMENTS
3. Customer Care
This department is responsible to record customer complaints, forwarding them to
the specific department and giving feedback to customers. Problems arise when
there are more number of calls then the number, call center can handle.
5. Human Resources
This department performs recruitment, training, appraisal, salary and discipline of
employees. Inappropriate attendance system creates problems for the department.
6. MIS
This department performs software development, Local Are network operations &
maintenance and value added services management. Problems are encountered
when virus attacks happen.
8. Technical
This department is responsible for network design, installation, transmission &
maintenance and repairing of equipment. Problems are usually faced in maintenance
and repairing of field network.
• Cable TV (CATV)
• Internet Cable (IOC)
• Advertisement
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• Dial up
• Hello calling card
Areas of Service
Currently Worldcall Multimedia Limited is selling its services to the following areas in
Lahore.
• Allama Iqbal Town
• Cantt, Cavalry Ground
• Davis Road, Egerton Road
• Defence Housing Authority
• Faisal Town
• New Garden Town
• Gulberg
• Model Town
• Muslim Town
• Samnabad
• Scotch Corner, Zaman Park
• Shadman
• Shahjamal
• Tech Society
• Upper Mall
Area Offices
Area offices are built in central areas for customers' convenience, where customers
can pay bills and go for any technical help. Area offices are present in the following
areas.
• Allama Iqbal Town
• Cantt.
• Defence Housing Authority
• Gulberg
• New Garden Town
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• To provide the complete detail of head-ends operating in the respective areas. The
comparative analysis of the competitors in terms of price, channels, service,
subscribers etc. and strength and weakness of the competitors.
• To keep a complete track and reporting of conversions made during the month.
• To maintain and present the daily Sales (CATV/IOC) reports at the standardized
format on daily basis.
• To prepare and present the graphical, analytical and comprehensive report of all
the sales activities by the end of every month.
• To present the report regarding the installation requirements, theft and network
tempering every month.
Distribution Strategy
Worldcall Multimedia Limited has wisely made use of its network by extending lines
to areas where it can't operate directly. Distributors have been appointed to provide
CATV services. Distributors install their own webs and maintain by themselves by
paying certain percentage to Worldcall Multimedia Limited. Worldcall Multimedia
Limited establishes its authorized sales outlets in the existing offices distributors on
following conditions;
1991
• X.25 Packet Switched Public Data Network (PSPDN) introduced by PTCL.
• Tariffs are high, service is low, but in principle one can get connected to the young
Internet.
1992
• Pakistan's first email node established at HEJ Research Institute of Chemistry,
Karachi University.
1993
• Imran.Net starts offering its commercial e-mail service.
• SDNPK, a UNDP project, starts the first reliable e-mail and news group service.
1994
• First DNOPs (Data Network Operators) licenses issued by GoP.
1995
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• .pk domain comes into existence.
• Digicom offers first commercial Internet Service. A 64Kbps link. Rs100/hr.
1996
• PTCL starts its Internet service.
• Pakistan Telecom Act Approved by Parliament & PTA formed.
• ISP licenses issued by PTA.
• PTCL signs for SMW-3 fiber optic cable spur touching Karachi.
• LUMS becomes first educational institution in the country to have own Internet
connectivity.
1998
• ISPs mushroom across the country, followed closely by cyber cafés.
• PTCL introduces multi-metering of Internet calls despite public outcry.
• PTCL, under consumer and industry pressure, stops multi-metering of Internet
calls.
• Formation of Internet Service Provider's Association of Pakistan (ISPAK).
1999
• Universal Internet Numbers (UIN) starting with digits 131 allotted to ISPs.
• New tariffs for international bandwidths using fiber (SMW-3) bring shared IP
international bandwidth to US$6000 per month, for 2 Mbps.
2000
• Pakistan's first IT Policy formulated.
• GoP's Universal Internet Access scheme allows more than 1,000 cities, towns and
villages to dial ISPs in the nearest city at the cost of local call.
• SMW-3 fiber optic cable commissioned.
• Broadband cable introduced by Worldcall in Lahore.
2001
• PTCL establishes new Internet bandwidth service through the newly introduced
Pakistan Internet Exchange (PIE) with attractive price tags, but no quality of service
guarantee.
2002
• PIE starts blocking Internet telephony and pornographic websites.
• Government sets up Virtual University.
• Pakistan Educational Network connects 56 national universities with a high speed
optical fiber network.
• PTA issues determination unblocking Net2Phone and other VoIP services.
2003
• Pakistan's first geo-stationary satellite, PAKSAT-1, becomes operational.
• PTCL Monopoly lapses on Jan 1 – on paper.
• PIE network goes down to crawling speeds 63 times in two months.
• PIE blocks access to SA Tribune, a Washington based news website, critical of the
GoP. Ministers deny the blocking.
• PTCL bandwidth rates are dropped from US$ 6,000 per 2 Mbps to US$ 5,400 per 2
Mbps.
• FLAG's virtual pop activated.
• PTCL signs 1st service level agreement with ISPs on FLAG circuits.
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• Internet subscribers hooked to about 45 ISPs in Karachi suffer owing to break in
fiber cable of PTCL. Internet remains 'down' for 19 hours.
• Ministry of Information Technology and Telecommunication announces the De-
Regulation Policy for the Telecommunication Sector.
• GoP announces plans to give away porn-blocking software.
Internet usage has been gaining ground in the past few years in Pakistan. Recently
BBC reported that there are about 200,000 internet users at the beginning of 2002.
This number has been growing with the increase in the number of cities that are now
on the World Wide Web. On last count the number of cities in Pakistan that had
Internet access was 521. Below is the breakup of the number by state:
Punjab 255
Sindh 103
N.W.F.P 94
Baluchistan 67
Gilgit 1
Federal (Not a state) 1
Core Competencies
Core Competencies of Worldcall Multimedia ltd are as
• Very Big Network. urrently Worldcall Multimedia Limited is selling its services to the
following areas in Lahore.
o Allama Iqbal Town
o Cantt, Cavalry Ground
o Davis Road, Egerton Road
o Defence Housing Authority
o Faisal Town
o New Garden Town
o Gulberg
o Model Town
o Muslim Town
o Samnabad
o Scotch Corner
o Zaman Park
o Shadman
o Shahjamal
o Tech Society
o Upper Mall
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Differentiations
Along with up given core competencies Worldcall Multimedia Ltd is has also taken
edge over its competitors on the following grounds.
• On Door Billing
• Computerized billing System
• Call Centers for its customers
• Well Trained and fully equipped technical teams.
• Compensation for downtime
• Strictly follow the Govt. rules and regulations
• Three services on a single modem
• IOC is independent of telephone lines and uses the existing HFC network installed
• Neither service offers unlimited Internet connection at WML rates
• ISP's like Brain Net is laying down fiber optic cable in selected areas of Lahore like;
o Gulberg (Main Boulevard, Hafeez Center)
o Muslim Town
o Allama Iqbal Town (Planned)
Segmentations
Worldcall Multimedia Ltd is working on the concept of Mass Marketing. So under the
given concept it is targeting every kind of customer.
Pricing Strategy
Worldcall Multimedia Ltd has offered its Internet services on the following prices.
Sr. # Description Monthly Subscription (Rs.) Quarterly (Rs.) Half Yearly (Rs.) Yearly
(Rs.)
1 64 kbps 4500 4388 4275 4050
2 128 kbps 9000 8775 8550 8100
3 256 kbps 20000 19500 19000 18000
4 384 kbps 25000 22425 21850 20700
5 512 kbps 35000 34125 33250 31500
6 1024 kbps 70000 68250 66500 63000
Installation Charges
Cable Modem Price Rs. 4000
Installation Fee Rs. 3000
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Competitors
Worldcall Multimedia Ltd has no direct competitor, as there is no one in the market
who is providing broad band services like World Call. But there is big competition in
the form of indirect competitors (local cable providers) and substitutes (dial ups,
DSL, ISDN etc.). DSL services offered by the competition are very expensive:
• DSL Modem Rs.15,000 to Rs.30,000
• Installation Rs. 10,000
• 4 GB of data transfer at Rs.6,500 and Rs.1,500 per additional GB
• DSL requires telephone line but the line is free for calls
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• Munawar Cable Network
• Nasic Broadband Communication (Pvt.) Ltd.
• New Star Cable Network
• New Tech Cable Network
• New Universal Cable Network
• OK Video Centre & Cable Network
• Omega Cable Network
• Pace Cable Network
• Progressive Communication (Pvt.) Ltd.
• Remarks Cable System Co.
• S.T.M. Network
• Satellite Cable Network
• Shabir Cable Network
• Shah Cable Network
• Shahid Mehmood Cable Network
• Shahid Nazir Cable Network
• Show Time Cable Network
• Sitara Sky Cable Network
• Sky Cable Network
• Sony Cable Network
• Syed Izhar Hussain Cable Network
• Tariq Hussain Cable Network
• TJ Cable Network
• Tri Star Cable Network
• Umer Brothers Cable Network
• Universal Cable Network
• Video White
• Worldcall Multimedia Limited
• World Class Cable TV Network
• Zahid Cable Network
• Zee Pee 2000
• M/s Continental Cable Network
Features:
Go4B Broadband Cable Internet Dial-up DSL
Speed 64Kbps-1Mbps. Max 56Kbps. 64Kbps-1Mbps.
Connectivity Always on. Connection Hassles. Always on.
Phone Line Not required. Required. Required.
Phone Bills No bills. At least Rs. 500/month. No bills.
Busy Tones None. Usual congestion. None.
Accessibility Readily available. To dial. Readily available.
V.A.S. Upto 5Mbps. Max 56Kbps. Limited to the bandwidth subscribed.
Rate per Hour Unlimited usage as low as Rs. 1.5/hr Rs. 10-15/hr + Rs. 2.31 (PTCL
rate). Volume based/limited usage.
Data Transfer Limitations None (Unlimited downloads/uploads). N.A. Limited to 1 Gb
data transfer (extra charges if limit exceeds).
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Performance degradation with increased distance from ISP/exchange No. Yes. Yes.
Equal transfer rate of downloads and uploads Yes! Full duplex bandwidth. No!
Unstable, asymmetric bandwidth with slower uploads than downloads. No! Unstable,
asymmetric bandwidth with slower uploads than downloads.
Setup & Installation costs Cheaper and constant for all bandwidths. Lowest.
Expensive and increases with the size of bandwidth.
Network & Maintenance State-of-the-art Hybrid Fiber Co-axial network maintained
regularly by equipped & mobile technical staff. Dependent upon conventional
telephone company owned network maintained by local line men. Dependent upon
conventional telephone company owned network maintained by local line men.
Advertisement Tools
• Press advertisements (Print Media)
• Posters/ brochures
• Advertising on WML CATV.
• In-house channel sponsorship
• Scroll works mobile advertising
• Lit pole signs
• Block signs advertising
• Magazines
• Bill Boards
SWOT analysis
Strengths
• Technical Expertise.
• State of the art HFC Plant.
• Skilled work force (Technical, Sales, Collection).
• Value added services (V.A.S)
• Advertising on cable by the leading brands.
• In-house community channels.
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• Computerized billing system.
• 24 hour customer care.
• NOC by Govt. of Pakistan.
Weaknesses
• Limited Urdu / Indian content.
• Maintenance down time is high.
• Centralized customers care.
• Call Center inability to receive large number of calls.
• Insufficient space to accommodate staff at various area offices.
• Lack of coordination among departments and cross functional coordination.
Opportunities
• Unavailability of a state of the art CATV & IOC service in the market place.
• Established brand name Worldcall.
• Acquisition of distribution rights for various channels.
• Advertisement potential, as companies are moving towards cable advertising.
• Unavailability of technical expertise in the market.
• IOC packages for the new segments.
• Better business solutions to corporate sector in IOC.
• Promotion of Worldcall other products in the market.
• New Housing schemes.
• Increase in population
• Global Events like Football World cup, terrorist attacks etc.
Threats
• New entrants in the market.
• Poor technical back-up to distributors.
• Small cable operators.
• Poor Government control over the illegal cable operators.
• Availability of other ISPs with cheaper hourly rates and better speed.
• Emergence of ISDN & DSL with better business solutions.
• DSL rates going down fast with time.
Worldcall
Worldcall Multimedia Ltd is a market star. Because it is holding the maximum market
share and market growth rate is also high.
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Internship always proves very helpful to increase practical exposure of the students.
It is also helpful to create a lysine among students and business people.
So I also do internship in Worldcall Multimedia Ltd. In this organization my work was
related to the Marketing Department, dealing exclusively with corporate clients of
internet cable. The duties assigned to me by my immediate supervisor mostly were
in the field. Yes sometimes I also work in the office. So basically these duties could
be divided as
1. Office Work
In the office mostly I perform the duties of coordinator. For the purpose my duties
were to attend the phone calls and perform the following operations
• Direct the caller to the right person for solution of there problems.
• Writing the address and phone number of the caller who want to get our services.
• Informing the technical staff to give a connection of internet on the address
provided by the caller.
• If there is any customer who wants to roll back (want to discontinue) from our
services. Writing it and informing the technical staff.
2. Field Work
In the field I was assigned to conduct two surveys. In the first survey the basic
purpose was to check the potential of different plazas of Main Boulevard, Gulberg.
The survey form is given on the next page.
From the above given survey form, I have conducted the survey in the following
plazas and find out the following results.
Towers Output
Al-Latif Centre 35
Eden Towers 28
Lahore Centre 38
Liberty Towers 12
City Towers 45
Century Towers 34
Leads Centre 29
Centrepoint Plaza 32
The second survey I had conducted was related to calling cards. Following is the list
of cards which are used by me for research.
• PTCL
• Hello
• Call Mate
• Call Point
• Big Time
• GT
The purpose of the survey was to check that which calling card is market leader and
why? For the purpose we develop a questionnaire given on the next page. In this
questionnaire we inquire about the calling rates, margin given to the retailers and
customers satisfaction sort of things.
The following given is the list of the markets I had surveyed.
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• Main Market
• Liberty Market
• Mini Market
• Ferdos Market
• Barket Market
• Link Road, Model town
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