The game is going to be really tough if not a nail biting one. Both, Mobilink and Warid Telecom are here to stay and make an ever-lasting impact on the customers, who are looking for more relief when the competition starts among all the mobile companies, especially the above-mentioned giants. None of them is new on this pitch, but they should keep this thing in mind that a few other teams have played on the same pitch, and some of them have fared well.
Lets see who is going to be stronger than the other. Both have strong credentials, which are imperative to work any where in the world, especially a country like Pakistan.
Brand loyalty is a worldwide phenomenon, and it is always a hot debate in the corporate sector. If we look at the Pakistani nation, individuals do have brand loyalty, but it is always pragmatic apart from being emotional. If people have long attachment with Mobilink, but the same lot have gone for free connections whenever launched by even a comparatively low category company. If Warid Telecom comes up with a good package along with quality service, then Mobilink might face serious problems. So, it all depends on the service, not the name or reserve money. Warid Telecom, with its banking base, can give incentive to its existent customers and take an edge in the cellular market immediately.
Now the profit margins will be lower as compared to previous years. Presently, companies are looking for spreading their network initially even at break-even. Probably, Warid Telecom will like to take blows initially, but will make it certain that it captures the market and does not lose customers straight away. Though this is all speculative, but this group is here to stay and will be ready to take on any company. It is believed that what Mobilink has achieved during all these years since its inception, Warid Telecom is going to gain that within one year. So the latter has all the required weaponry in its arsenal to actualise it.
Mobilink is no doubt one of the pioneers in cellular services in Pakistan, but there is always a room for improvement. Interestingly, visualising the future competition, this company is already giving concessions to its customers and improving its services. Couple of months back, it made all domestic calls, that is, Mobilink to Mobilink, as local calls after eliminating Roaming charges prior to this step. Now it is migrating a part of their network from 900 MHz from 1800 MHz band, which will be available to its customers till the end of this month. The installation of new hardware has been done and post-implementation optimisation work is in process. It is certain that its customers will be given more concessions till Warid Telecom joins the race. But before that, Mobilink will be making efforts to gain huge margin, which can make target achieving difficult for its rivals.
However, both companies should remember: There is always a room at the top. Anyone can be the winner if the customers trust any of them, who are presently not-so-happy with the present cellular use and are always looking for a change.