Factors Affecting The Selection Of Cellular Service Among Youngesters (AGE GROUP 18-26)

Abstract

Chapter 1 1.1 Introduction

Paktel is the one that launched cellular technology in Pakistan and also introduced mobile telephony in Pakistan. Paktel has done a lot and has come a long way in terms of the way Pakistanis communicate today. With a base of over 20 million and growing, customers can now enjoy the basic one-to-one voice communication. PTML, is a 100% owned subsidiary of PTCL and was established to operate 900 cellular GSM services .The company started its operations with the brand name of Ufone, from Islamabad on January 29, 2001. Ufone is expanding and has stretched its network to many new cities and highways. Ufone is giving best value for money for its customers as it is covering 100 new cities and many new highways. Warid is backed by Abudhabi group and that is its pride, Abudhabi is one of the largest groups in the Middle East and the largest foreign investor group in Pakistan (singly owned). As a result of its strong financial resources and extensive management and also because it has diversified business interest in the institutions it has enjoyed commercial success.

In April 2004 Telenor acquired the license for providing the GSM services in Pakistan , On March 15 2005 it launched its services commercially in Islamabad , Rawalpindi and Karachi . Telenor delegation headed by CEO Telenor Jon Fredrik Baksaas officially opened the services of Telenor in Islamabad. Telenor started providing its services On March 23, 2005 in Lahore, Faisalabad and Hyderabad. Telenor has become the second biggest celluar providing service telecomcompany in Pakistan by launching in over 500 destinations in just a year of its launch Pakistan has the largest growing telecom sector in developing countries. In September 2009 almost 90% of the Pakistani population has the coverage facility and these services are available in 7011 cities , towns and villages . About 58% of the total populations are the telecom subscribers which are almost 90.30 million in 2009. The general trend is that only 2% are postpaid subscribers and 98% are prepaid subscribers which shows that the general trend is towards the prepaid (Mehran 2009) Five Cellular Mobile Telecom Operators (CMTOs) are working in Pakistan currrently. Because of intense competition among the telecom companies there is a drastic reduction in the tariffs and that has brought it within the affordable range of common man and thus has resulted in enabling common man to acquire this much desired facility (Qizilbash 2007).

Pakistani youth has also rapidly adopted the mobile phone technology like other contemporary societies Youth is known to be the most productive users of the phone technology. Although, the most updated figures are not available, Among the developing nations Pakistan has emerged as the biggest users of this facility with in age bracket 15 to 24 according to a report in 2004 .In September,2009 cellular mobile services were available in 7011 cities, towns and villages with network coverage of almost 90% of the total population. . In 2004 young people with age bracket of 15-24 were estimated 36 millions and which is almost 22% of the Pakistani population according to a survey in 2004 (Sultana 2006) Youth is the prime target for all the telecom companies For instance, Ufone is targeting the youth of Pakistan by offering number of bundle services as a source of attraction for the youth. These bundle services include SMS buckets, GPRS buckets, U-tunes, MCN (Missed Call Notification), SMS Buddies and much more. Though, Ufone is charging enough for all of these services but despite of all the facts youth of Pakistan still purchasing and owning Ufone connections to keep in touch with their beloved one’s and with their friends.