Abstract:
3G/4G services were launched in June 2014 in Pakistan. All telecom operators have invested heavily
to increase their revenues and start a new era of growth for this industry. All operators are
advertising about the need of fast mobile internet and its benefits so the awareness of internet is
increasing every day. Zong is the first & only operator that has bought 3G and 4G licenses by
investing $ 500 Million. Since using internet is associated with SEC A, B class customers at the
moment because smartphones are expensive and lower classes are less aware of internet and its
utility. Zong customers are primarily SEC C and a small amount of B class. Zong needs to define a
thorough strategy to acquire internet customers (specifically 4G base) to earn revenue and thereby
safeguard its investment. My project will be to define a comprehensive 4G mobile broadband
strategy for Zong that will cover all 4Ps i-e product, price, promotion & placement so that it can
acquire SEC A & B class subscribers. Zong being the only 4G operator carries a big burden of
increasing 4G device subscribers using 4G services since it has invested heavily ($ 210 Million) so
that it can generate revenues from 4G data stream and breakeven. The biggest barrier to increasing
this customer base is the high handset price which is $ 150 in the market and brand image of Zong.
This project takes a look at the performance of 4G mobile broadband product by Zong so as to see
how Zong is performing towards achieving their 4G targets and provide a way forward for this
portfolio based on the analysis of this product.
