Analysis of Consumer Perception towards Telecommunication Services *Yasser Khan, Sayed Fayaz Ahmed, Zahid Mehmood, Muhammad Khalil Shahid, Muhammad Ibrahim Institute of Communication Technologies, NWFP University of Engineering & Technology, Peshawar, Pakistan *email@example.com Abstract: The use of Telecommunication services has been strikingly increased in recent decade. Hence it has become crucial to investigate the reasons behind telecom usage patterns and understand factors playing an important role for perception of telecom services. These investigations are important for both consumers and telecommunication service provider in order to build a strong relationship towards better delivery of telecom services which may result in satisfied customer. The developed model of this research is consisting of five variables which have a lot of impact on perception of consumer towards adoption of telecom services. The results of this research have numbers of practical applications both for marketer and telecom service consumer. Key Words: Consumer Perception, Value Added Services, Promotion, Relative Advantage 1. Introduction Telecommunication is the main source of interaction between and among individuals and groups in order to exchange data both nationally and internationally within a matter of seconds and minutes. Telecommunication has been successful vanishing world border and made the world a global village (McLuhan, 1964) .The telecom sector is facing violent competition as it is passing through major changes of privatization and liberalization (Beard & Hartmann, 1999). Telecommunication industry in Pakistan has been growing violently and updating it with global advancements. The following are the main types of “Value Added service offered by Mobile Phone Companies” in Pakistan. Short Messaging Service: The kind of messaging to talk to acquaintance through cellular phone any time without using any computer. Multi-Media Messaging Service: Instead of sending only text message, this service helps to share pictures, sound and video clips to intended. Alerts Messages: This service provide updated headlines, game scores, horoscopes, sport results etc. by using traditional cellular phone by activating service. E-mail and internet: We can send receive business or personal e-mails or browse any website on our mobile phone without going for computer when necessary. Faxing Service: Facsimile service may be activating though normal mobile phone for sending or receiving fax. Online Payment services: Money may be easily transferred from one city to another in a matter of minutes For example easy paisa service launch by Telenor Pakistan, utility bill payment is possible while sitting indoor at home. Mobile shopping: Different companies are offering shopping through purchasing online products or services. Entertainment services: To download music, ring tones songs from online server to mobile, this service full of joy especially for young customer. Logo/Wallpaper: In order to decorate cell phone online, company logos, themes, expression (Artistic), and famous location. Gaming services: Another application attracted by youngster is Java Games inside mobile and other mobile service include online directory enquires, voicemail, watching TV on cellular phone etc. The growth of Telecommunication Industry is playing a pivotal role in building national economy development. The following figures show the Revenue and Teledensity of Telecommunication Services in Pakistan.
Figure 1: Total Telecom Revenue according to Pakistan Telecom Authority 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Figure 2: Total Teledensity (Fixed+WLL & Mobile) in Pakistan 80 70 60 50 40 30 20 10 0
Cellular Local Loop LDI WLL VAS (Estimated) Total
Pakistan has five major...