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Paktel, Pakistan – value-added services work well in complex markets
Publication: 04.09.2008
A complex market
Pakistan has huge market potential, with over 10 million subscribers and a total population of 150 million. The total number of subscribers is expected to reach 15 million by 2010.
Market size is not the only indicator of market conditions – and Pakistan is a very good example. The country’s large population contains enormous social and economic differences – from high levels of affluence to subsistence in agrarian communities.
In addition, there are large Pakistani communities all over the world and this makes roaming capability very important to all subscribers.
A competitive market
Pakistan now has five mobile operators operating under the GSM standard and competition is tough. Paktel’s policy is to compete by providing the services most appropriate to the market conditions based on “Coverage, convenience and connectivity – at an affordable price”.
With 95% of subscribers prepaid, Paktel is implementing CAMEL phase 2 to enable prepaid roaming, and also plans to double the number of roaming agreements in the next year. This roaming-based business development strategy is a key growth opportunity and MACH's value-added services provide vital revenue assurance in support of this.
A total solution
Paktel recognises the value of outsourcing special needs to specialist service providers and has appointed MACH to provide both basic data clearing services and value-added services too, including a complete Fraud service.
Regulatory problems prevented an early take-up of financial clearing and settlement as Pakistan has strict foreign exchange controls. The difficulty was finally resolved because, in MACH’s unique financial settlement solution, the currency accounts can be held by MACH on the client’s behalf – in full compliance with Pakistan’s regulations.
As a result, Paktel’s GSM service is now fully operational – with a solid service base and reliable infrastructure. The company has prepared for the next phase of competition in this complex market by extending its offering from basic one-to-one voice communication into SMS, picture messages, polyphonic ringtones, conference calling, call forwarding and, of course, ever-widening opportunities to roam.
