GPRS

General Packet Radio Services (GPRS) is a packet-based wireless communication service that promises data rates from 56 up to 114 Kbps and continuous connection to the Internet for mobile phone and computer users.

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MMS

Multimedia Messaging Service (MMS) is a new standard in mobile messaging. Like SMS, MMS is a way to send a message from one mobile to another. The difference is that MMS can include not just text, but also sound, images and video.

Formats that can be embedded within MMS include:

• Text (formatted with fonts, colours, etc)
• Images (JPEG, GIF format)
• Audio (MP3, MIDI)
• Video (MPEG)

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Packet Switching

Packet switching is similar to message switching using short messages. Any message exceeding a network-defined maximum length is broken up into shorter units, known as packets, for transmission; the packets, each with an associated header, are then transmitted individually through the network. The fundamental difference in packet communication is that the data is formed into packets with a pre-defined header format.

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SMS

The acronym SMS stands for Short Message Service. SMS is also often referred to as texting, sending text messages or text messaging. The service allows for short text messages to be sent from one cell phone to another cell phone or from the Web to another cell phone(free SMS, but sometimes charges are put on the recipents). Including spaces, text messages can’t exceed 160 characters.

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Public Switched Telephone Network (PSTN)

Public switched telephone network abbreviated as PSTN ,in general, is the normal phone network, or land line. PSTN is a hard wired connection which on industrial premises is usually routed through the switchboard.

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Recommendations

· InstaPhone cellular network service provider should change their cellular service from Time Division Multiple Access (TDMA) based technology to Global System for Mobile communication (GSM) based technology as Paktel did. As it is readily being accepted by the people due to its SIM based GSM technology.

· SIM based connections bear many advantages. e.g. these are easily available not only from respective offices but also from the ordinary shops in the market; it may store almost 250 contact numbers in it; it is easily installable to other cell device, any time whenever user wants, and many more…

· People are not attracted when service providers introduce new packages because of the

(a) package activation charges. For instance, when user activates UCircle package of Ufone, it deducts 50 rupees from the account which of course discourages a user from package activation and

(b) Some cellular service providers offer too many packages due to which mobile users are puzzled and do not tend to activate packages. In this regard service providers should adopt the policy of simplicity of packages like Ufone

· Cellular networks should avoid deducting the hidden charges as like Al-Warid. Al-Warid cellular service provider does not deduct hidden charges but shows its open rates including all the taxes. While other service providers deduct hidden chargers even on account recharge. This seems to be very annoying to the mobile users.

· Mobilink should improve its communication servers. Research study indicates that Mobilink server becomes down particularly on Eid-Days. Users most often face Instant Connectivity problems. Some users of Mobilink are also complaining for high rates. Though users do not prefer to change their current cellular services but low call rates produce attraction for attracting new customers.

· Ufone cellular service provider should improve its voice quality and accessibility problems particularly in the rural areas. Most of the Ufone mobile users are complaining for signal problems even in the city areas that caused disturbance in the voice quality. If problem remains the same, people may choose for other cellular networks.

· Telenor should improve their SMS services particularly on Eid-days. Mobile users receive SMSs more than one time which annoy them very much.

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Conclusion

The null and alternative hypotheses were suggested as follows:

H0: Users prefer mobile phone services for low call rates.

H1: Users do not prefer mobile phone services for low call rates

On the basis of analysis of research, the null hypothesis is rejected and alternative is accepted, and it is concluded that users do not prefer mobile phone services for low call rates.

Also

H0: Users do not prefer mobile phone services for instant connectivity

H1: User prefer mobile phone services for instant connectivity

On the basis of analysis of research, the null hypothesis is rejected and alternative is accepted, and it is concluded that user prefer mobile phone services for instant connectivity.

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Analysis of Research Study

Research study shows users’ behavior about how they elicit their preferences for either using the services of current cellular network or change for others. Research study shows this trend in manifold ways.

· It shows that most of the people left Analog Mobile Phone System (AMPS) or Time Division Multiple Access (TDMA) based cellular networks for Global System for Mobile Communication (GSM) based cellular networks. GSM based cellular network services are readily being accepted by the mobile phone users due to SIM technology.

· Most of the cell users are not attracted by the customized packages introduced by different cellular service providers, rather mostly purchase their connections because of their relatives in order to avail low call charges.

· Mobile users showed Instant Connectivity as their preferences at first priority. Similarly Low Call Rates at second priority, Voice Quality at 3rd priority, Accessibility at 4th, Low SMS Rates at 5th and Internet Connection at 6th priority.

· Though people will not leave their current connection for low call rates, but if they faced problems in other services like instant connectivity, voice quality and accessibility etc… they will probably tend to change their current connections for other cellular network services.

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Analysis of Frequencies based on Questionnaires

Analysis of Frequencies based on Questionnaires

Questioner is given at the end of the Research

In order to see this section, consult the post published sepretly.

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Significance and Purpose of the Study

Significance of the Study

The research would be useful for Cellular Service Providers in manifold ways.
· To improve services standards with reasonable rates for users.
· To recover and improve competitive status in the market.
· To grab more market share swiftly in Cellular Network telecommunication sector.
· To aid in providing guidelines to Cellular Service Providers for improving their services.

Purpose of Study

The purpose of the Research study is to find out reasons about users/consumers’ behaviors, that how they elicit their priority for using a cellular network connection and why, while using the current services, they deviate and change their idea for using new cellular network connection. The main objective of this research is to generate knowledge about users’ preferences for using particular cellular network services in Quetta city.

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Research Methodology

Research Methodology
Cellular Services and Users
Preferences in Quetta city

To conduct Research that possibly will serve the desired purpose for the assignment would consist of all the inputs from mobile users using various Cellular Network Services in Quetta district. The research uses descriptive study, as it describes users/consumers’ behavior, with quantitative analysis having cross sectional study as the relationships between the variables are being determined. Research Project would show how users elicit their ideas and why change their behaviors for choosing a particular Cellular Network connection.
Sampling technique that would be used for this study is the non probability Quota sampling method as the chosen sample will represent different categories of people in the population of Quetta district. Both the primary and secondary sources of data collection are sound for such Research Project. Questionnaires would serve as primary source of data collection from the mobile users of Quetta district, face to face interview with respective zonal sales managers in Quetta district and thorough study of the pertinent literature would also be carried out.

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Null and Alternative Hypothesis

Null and Alternative Hypothesis may be suggested as follow for testing:

H0: Users prefer mobile phone services for low call rates
H1: Users do not prefer mobile phone services for low call rates

Or

H0: Users do not prefer mobile phone services for instant connectivity
H1: User prefer mobile phone services for instant connectivity

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Aim of the Research

The Aim of Research study is to provide with a comprehensive analysis and to envisage the behavior of mobile phone users preferences towards specific cellular service provider, and it would also be very useful not only for existing cellular service providers but also for new one, if comes in the market, for grapping rapidly the mobile market.

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Zong

Zong is the 7th Cellular Service Provider in Pakistan. It was established in 2008 and started its operations in the April 2008 with its head office in Islamabad. Zong is increasing rapidly its network coverage to extend its operations in different cities of Pakistan. In order to make its place in the market, Zong is widening its network coverage area to meet the challenges.
Like other cellular service providers, Zong is providing its customers with high quality services like SMS, MMS, instant connectivity etc… and with different attractive packages.

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Telenor

Telenor is the 6th Cellular Service Provider in Pakistan. It was established in April 2004 and started its operations in the March 2005 with its head office in Islamabad. Telenor is increasing rapidly its network coverage to extend its operations in different cities of Pakistan. Currently Telenor is providing its services in almost 1200+ locations including cities, towns, highways and villages of Pakistan with GSM based technologies.
Telenor is providing its customers with high quality services like SMS, instant connectivity etc… and with different attractive packages, but it has been noted that users of Telenor cellular network switched to the other cellular services.

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Al-Warid

Warid Telecom (Warid Telecommunication) is the 5th cellular services provider in Pakistan. Warid Telecom is an Abu Dhabi based mobile telecommunication firm backed by The Abu Dhabi group. Warid telecom network was established in 2005 and started its operations on May 23, 2005. Warid is the only telecommunication company that initiated its services in 28 cities simultaneously including, for instance, Quetta, Islamabad, Karachi, Lahore, and Peshawar etc... with its head office in Lahore. It is gradually extending its operations in different cities and villages of Pakistan. Currently Warid telecom is providing its services in almost 114 cities and villages of Pakistan and is gradually extending its network coverage in other cities of Pakistan.
Al-Warid network uses state of the art SIM based GSM technology. It is open board that the subscribers of Warid telecom have been increased more rapidly than any other cellular network in Pakistan. As by May 2006, Al-Warid had almost one million users. Al-Warid services including voice quality, instant connectivity and accessibility, and economic packages with lower rates beget its successful achievement in one year. Warid telecom has aim to extend gradually its cellular network throughout Pakistan, but with super and high quality services.
Warid telecom is providing its subscribers with the services like GPRS for internet access, SMS, MMS, and International roaming with very competitive prices to its customers. Besides these, free roaming throughout Pakistan, free SMS via internet etc… and 30 second billing system which was firstly introduced in Pakistan by Al-Warid telecom etc… These services has not only attracted new customer but also aided to sustain the existing subscribers.
Warid telecom started its operations in Quetta in May 23, 2005. According to Al-Warid local management of Quetta district, its overall subscribers in all over the Pakistan has exceeded more than 6 millions approximately and in Quetta its number of users are almost 6,000. It has been observed that, Al-Warid services are being welcomed by the customers in more rapid rate.

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Ufone-PTML

Ufone-PTML (Pakistan Telecom Mobile Limited) is the 4th cellular service provider in Pakistan. After the privatization of PTCL, Ufone is now an Etisalat Telecom Company. Ufone network was established in January 2001 and started its operations on January 29 from Islamabad, with its head office in Islamabad. It gradually extended its operations in different cities, villages and highways of Pakistan. Currently Ufone is providing its services in almost 428 cities, highways and villages of Pakistan and is gradually extending its network coverage in other cities of Pakistan.
UFone network uses state of the art SIM based GSM technology. It has proven the robust competitor in the telecommunication market as from the inception Ufone introduced its quality services with very reasonable prices. With the arrival in the market, Ufone cellular service provider rapidly increased its network for comprehensive coverage. Its coverage is not only confined to big cities of Pakistan but also covers super highways and Motorways for instant connectivity. All these caused the rapid growth of Ufone in telecommunication market. Another reason for rapid grow in market is its introduction of GPRS (General Packet Radio Service) for internet connectivity, faster data transfer and download, visual communication etc… and is providing these facilities in all big cities of Pakistan. Ufone also facilitates for SMS and MMS at national and international level, international calling, voice mail, call waiting and call forwarding as well.
Ufone started its operations in Quetta in the mid 2002. According to Ufone local management of Quetta district, its overall subscribers in all over the Pakistan has exceeded more than 13 million and in Quetta its number of users are approximately 275,000.
It has always been the strategy of Ufone-PTML to introduce its rates in a very simple package which has caused rapidly grapping of telecommunication market. Ufone has set very reasonable prices with high quality services. And it has been noted that users using services of other networks changed for Ufone services.

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Mobilink

Mobilink is the 3rd cellular service provider in Pakistan. It is the subsidiary of ORASCOM telecom. It was established in 1994 and started its operation in early 1994 from Islamabad, Karachi and Lahore, with its head office in Islamabad. It gradually extended its operations in different cities of Pakistan. Currently Mobilink is providing its services in almost 5000 cities, towns and villages of Pakistan and has aim to extend its network coverage in other cities, towns, highways and villages of Pakistan as well.
Mobilink is the 1st GSM (Global System for Mobile communication) cellular based network of Pakistan. Prior to this, other companies namely InstaPhone and Paktel were using AMPS technology for mobile communication. GSM technology provides higher capacity for data transfer for the services than AMPS technology, and is based on SIM technology. Mobilink, when came into the market, became very popular among the nation because it was the first SIM based GSM network providing the customers with ever best quality services. Later Mobilink kept on introducing several schemes for its subscribers and to attract new customers with affordable prices and still it is introducing with attractive services in very reasonable prices and now has become the market leader in Pakistan and hence Mobilink is the 1st largest company in Pakistan.
Mobilink started its operations in Quetta in September 2001. According to Mobilink local management in Quetta district, its overall subscribers in all over the Pakistan has exceeded more than 17 million and in Quetta its number of users are approximately 455,000, so the Mobilink has become the largest cellular service provider in Pakistan.
Mobilink is providing its customers with high quality services including voice quality, SMS, MMS, Value Added Services including calls divert, call waiting etc…, and attractive packages with affordable rates that caused customers’ attraction and to retain with the same network. Mobilink network also supports WAP and internet services and has started it in a few citifies of Pakistan. Mobilink has aim to gradually increase WAP and internet services in numerous cities of Pakistan. Mobilink is providing roaming services at national and international level but not receiving roaming charges at national level. When Mobilink came into the market, it had two competitors. Mobilink from the inception has kept very reasonable and affordable rates in the market with respect to its competitors. But as the time is being spent; the number of competitors of Mobilink are being increased. Now there are 5 competitors surviving in the market. Keeping in view the competitors, Mobilink has always been trying to set up unbeatable rates with quality services for its customers under different packages but despite these, it has been noted that many users left Mobilink services for others.

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Paktel

Paktel is the 2nd Cellular Service Provider in Pakistan. It was established in 1992 and started its operations in the end 1992 with its head office in Islamabad, and gradually extended its operations in different cities of Pakistan. Currently Paktel is providing its services in almost 320 cities and towns of Pakistan with both Analog Mobile Phone System (AMPS) and Global System for Mobile Communication (GSM) based technologies.
Paktel is providing its customers with high quality services like SMS, instant connectivity etc… and packages, but it has been observed that people using Paktel services abandoned for other networks services.

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InstaPhone

InstaPhone is the 1st Cellular Service Provider in Pakistan. It was established in 1990 and started its operations on September 1990 from Islamabad, Karachi with its head office in Islamabad, and gradually extended its operations in different cities of Pakistan. Currently InstaPhone is providing its services in 185 cities of Pakistan and has aim to extend its network coverage in other cities of Pakistan with CDMA Technology. From the inception, InstaPhone network had been using Analog Mobile Phone System (AMPS) Technology but, with the advancement in technology it converted its networks to D-MPS Technology which is also referred to as Time Division Multiple Access (TDMA) Technology.
InstaPhone started its operations in Quetta in October 1991. According to InstaPhonelocal management in Quetta district, its overall subscribers in all over the Pakistan are almost 470,000 by September 2006, and in Quetta its number of users is approximately 20,000.
InstaPhone is providing its customers with high quality services including voice quality, SMS, MMS, Value Added Services including call waiting, call forwarding etc…, and attractive packages with reasonable rates to attract the new customers and to sustain existing subscribers.
InstaPhone is also facilitating its customers with Roaming Services at National and International level. Despite these, it has been noted that with the arrival of other networks many InstaPhone subscribers have changed for services of other networks.

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Questioner

Date: _______________
Q.1 Name: ______________________________________
Q.2 Occupation: ______________________________________
Q.3 Age: (in Years) ______________________________________
Q.4 Gender o Male o Female

Q.5 Where do you live in Quetta?
o Suburbs areas o City areas o Cantonment areas
o Rural areas

Q.6 For how long are you using cellular mobile phone services (in years)?
o Less than One o One o Two
o Three o More than Three

Q.7 Which Cellular Network Service did you begin to use first time?
o InstaPhone o Paktel o Mobilink
o Ufone o Telenor o Al-Warid

Q.8 Which of the following Cellular Network connections do you have?
(You may choose more than one options)

� InstaPhone � Mobilink � Ufone

� Telenor � Al-Warid � Paktel

Q.9 Which connection are you currently using?
o InstaPhone o Mobilink o Ufone
o Telenor o Al-Warid o Paktel


Q.10 Have you purchased your current Cellular Network connection because your relatives bear this?
o Yes o No
Q.11 (a) To which Cellular Network do you often make calls?
o Similar Cellular Network
o Other than similar Cellular Network
o Both

Q.11 (b) If your answer to the Question 11 (a) is “Both”, then how often on both Cellular Networks. (Other wise leave it blank)?

Less often More often Most often
Similar Network � � �
Other Network � � �


Q.12 Have you ever been attracted by customized packages, introduced by other Cellular Networks, to purchase new connection?
o Yes o No

Q.13 For what purposes do you make use of Cellular Network services?
(You may choose more than one options)

� Business purpose � General Purpose � Entertainment purpose

Q.14 (a) Are you satisfied with the services of Cellular Network connection you are currently using?
o Yes o No
Q.14 (b) If No, Why? (If your answer to the Question 14 (a) is yes, leave it blank)
(You may choose more than one options)
� Instant Connectivity Problem � Cheap Voice Quality
� Accessibility Problem � High Rates

Q.15 Which services in a Cellular Network make you more satisfied? (Rank you preferences priority wise.)
1) Instant Connectivity 2) Voice Quality 3) Accessibility
4) Internet Connection 5) Low Call Rates 6) Low SMS Rates

i: _________________________
ii: _________________________
iii: _________________________
iv: _________________________
v: _________________________
vi: _________________________

Q.16 Do you change your Cellular Network connection when the other service provider offers low call rates?
o Yes o No
Q.17 What, in your opinion, should be the least Cellular Network Services Standards?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Celluar Services and Users' Preferences in Quetta City- Pakistan

The aim of this research study is to provide with a comprehensive analysis and to envisage the behavior of mobile phone users' (customers) preferences towards a specific cellular service provider.

Introduction
Cellular mobile phone service is the wireless telecommunication service that is operated via Mobile phone or Cellular phone (An electronic telecommunications device). Mobile phones connect to a cellular network of base stations, which is in turn interconnected to the public switched telephone network (PSTN). Current mobile phone cellular networks were first introduced in the world in the mid 1980s by the Bell Telephone Systems. In addition to the standard voice function of telephone, a mobile phone can support many additional services such as SMS for text messaging, packet switching for access to the Internet, and MMS for sending and receiving photos and video.
In Pakistan, first cellular service provider was introduced in the mid 1990. It was InstaPhone. In the beginning, the use of mobile services was very confined in Pakistan. There were a few people, either rich or elite, making the use of cellular services in Pakistan. In the end 1992, another cellular network was introduced. It was Paktel. Gradually, many mobile phone service providers have been introduced. Currently in Pakistan, 6 cellular networks are in operations namely InstaPhone, Paktel, Mobilink, Ufone, Al-Warid and Telenor. With the advancement in technology and network services, and decreasing prices, the number of users of cellular networks has been increased. Cellular networks began to spread even in the villages of Pakistan. In this regard Mobilink is the first network which promoted coverage culture in Pakistan. With drastic decrease in prices of cell devices and even in the prices of cellular network connections, the number of users of cellular mobile phone services has rapidly increased. Statistics show, there are currently more than Six-Koror (60,000,000) users in Pakistan. As by 1993, there were hardly 2000 users in all using cellular services.
With the increase in cellular networks by different international companies in Pakistan, there has been very tough competition among the cellular service provider companies. Each cellular network service provider is introducing several packages to attract the customers to their side. It has been noted that many customers subscribe for specific cellular connection according to their satisfactions and needs, and many subscribers abandon their current cellular connection for others when they are not satisfied by the current services of cellular services they used. For instance, signal problem in a geographical area, accessibility problem, similarly voice quality, instant call connectivity, high call rates etc... The subscribers are also affected by the low call charges and corporate services like SMS, MMS, GPRS, etc…
Some cellular mobile phone service providers have wide area network coverage in Pakistan. There are some areas in which the only network service provider is in operation and people and their relatives subscribe for that cellular network connection. It is because call from network to the same network is low in price. For example, a person making call from Network ‘A’ to Network ‘A’, it would be relatively low in price rather makings call from Network ‘A’ to others, it would be relatively expensive.
Mobile phone services have been very useful for business sectors. These services have promoted the business up to much extent. In business, time bears vital importance and mobile phone services provide the business sectors with instant connectivity in low price. The scope of using mobile services is not only confined to the business sectors but also children, juvenile, aged and old (both males and females) are making use of these services. Earlier, the users have to wait for one to two months in order to avail telecommunication services. But with the arrival of mobile phone service providers, it has been easy for a user to subscribe and use the services instantly.
All the cellular mobile phone service providers work under the conditions (Mobile Policy) laid by Pakistan Telecommunication Authority (PTA). PTA is an authority that controls over all of them. It initiates new access code for each cellular service provider if they reach the limit of 5 million subscribers. PTA keeps an eye on the services of the cellular mobile phone service providers to prevent them providing the bad services to the subscribers. If any service provider is found guilty in terms of connectivity, voice quality etc…, it is given penalty for these by heavy fine according to the rules and regulations.
Currently in Pakistan, Seven cellular mobile phone service provider companies have been established, namely, InstaPhone, Paktel, Mobilink, Ufone, Al-Warid, Telenor and Zong.


Aim of the Research

Null and Alternative Hypothesis

Research Methodology

Significance and Purpose of the Study

Analysis of Frequencies based on Questionnaire

Analysis of Research Study

Conclusion

Recommendations

References

Zonal Sales Managers of:
InstaPhone
Mobilink
Ufone
Al-Warid
and the respective websites of cellular service providers in Pakistan.

Note: The research was conducted in January - March 2007 which was an integral part of my Masters Degree. However, the contents have been published here with some updation.