Analysis of marketing strategies of Mobilink vs. UFone.

Abstract

Cellular industry in Pakistan is not a new addition to communicator aspect of business market. Paktel is a pioneer firm of the industry. At present there are four cellular operators in the country namely Paktel, Instaphone, Mobilink and Ufone and thus regarded as an oligopolistic competition. Cellular operators rely on network established by PTCL. Cellular industry is playing a vital role in economic and social development of the country by providing speediest communication services in the country on line with the global changes in the field of telecommunication. Ufone was established in 1998, while Mobilink started its function in 1994. Both are providing cellular services in the four provinces of the country along with Grand Trunk Road. According to PTA report, Mobilink has the highest market share of 46 per cent followed by Instaphone 26 per cent, Paktel 17 per cent and Ufone 11 per cent. Considering these features we can conclude that Mobilink is the market leader in the cellular services while Instaphone can be regarded as market follower.