Wateen Telecom Branding
Executive Summary:
Wi-MAX is a Worldwide Interoperability of Microwave Access. Wi-MAX is described in IEEE 802.16e Wireless Metropolitan Area Network (MAN) standard which has been introduced in Pakistan by AD consortium Wateen. Wi-MAX compliant systems provides fixed wireless alternative to conventional DSL and Cable Internet. Wateen Telecom is using Motorola 's Wi-MAX technology to provide wireless fixed broadband data services for residential and corporate use. The company is using Wi-MAX as a cost effective and fast-to-deploy broadband solution, as part of its strategy to create a world-class communications network in Pakistan. It brings you the ability to communicate and connect via voice with your family, clients and business partners seamlessly. But Wateen Wi-MAX faced criticism by the customers due to some flaws in their technology and services. They couldn’t get that much appreciation in the market as the company was expecting. People were unaware of the technology that Wateen launched. The operation and installation services were not provided properly and people were dissatisfied due to lack of knowledge about product, operation and ineffective advantages they expected to get. The product price was high as they had high security charges. So that why wateen started losing its customers because of the their insecure network, bad customer services, and for many other reasons they gradually started losing its market share.
Table of Contents:
About The Report……………………………………………………………….……4
Corporate History…………………………………………………………………….4
Mission Statement……………………………………………………………………4
Wateen Telecom……………………………………………………………………...5
Wi-max……………………………………………………………………………….5
Working of Wi-max………………………………………………………………….6
Corporate Branding…………………………………………………………………..6
Functions of Wi-max…………………………………………………………………7
Wi-max in Pakistan …………………………………………………………………..7
Threat of New Entrants……………………………………………………………….8
Product Life Cycle ……………………………………………………………….…..8
Wi-MAX is a Worldwide Interoperability of Microwave Access. Wi-MAX is described in IEEE 802.16e Wireless Metropolitan Area Network (MAN) standard which has been introduced in Pakistan by AD consortium Wateen. Wi-MAX compliant systems provides fixed wireless alternative to conventional DSL and Cable Internet. Wateen Telecom is using Motorola 's Wi-MAX technology to provide wireless fixed broadband data services for residential and corporate use. The company is using Wi-MAX as a cost effective and fast-to-deploy broadband solution, as part of its strategy to create a world-class communications network in Pakistan. It brings you the ability to communicate and connect via voice with your family, clients and business partners seamlessly. But Wateen Wi-MAX faced criticism by the customers due to some flaws in their technology and services. They couldn’t get that much appreciation in the market as the company was expecting. People were unaware of the technology that Wateen launched. The operation and installation services were not provided properly and people were dissatisfied due to lack of knowledge about product, operation and ineffective advantages they expected to get. The product price was high as they had high security charges. So that why wateen started losing its customers because of the their insecure network, bad customer services, and for many other reasons they gradually started losing its market share.
Table of Contents:
About The Report……………………………………………………………….……4
Corporate History…………………………………………………………………….4
Mission Statement……………………………………………………………………4
Wateen Telecom……………………………………………………………………...5
Wi-max……………………………………………………………………………….5
Working of Wi-max………………………………………………………………….6
Corporate Branding…………………………………………………………………..6
Functions of Wi-max…………………………………………………………………7
Wi-max in Pakistan …………………………………………………………………..7
Threat of New Entrants……………………………………………………………….8
Product Life Cycle ……………………………………………………………….…..8
References: * http://www.wateen.com/ * http://greenwhite.org/2007/09/07/wateen-fumbles-with-wimax-launch-campaign/ * http://greenwhite.org/category/marketing-adv/ * http://telecompk.net/2007/08/31/wateen%E2%80%99s-strategic-mistake-in-product-launch/ * http://telecompk.net/2007/12/15/wateen-announces-wimax-tariffs * http://www.wikipedia.org/ * http://techlahore.files.wordpress.com/2007/12/wimax.gif Books: Marketing Management by Philip Kotler and Kevin Keller