Friday, April 10, 2009
LAHORE: The telecom industry of the country will take a new shape by the end of 2009 as either a new foreign player will acquire at least one cellular network or one of the existing players will buy another operator.
Zong Head of Marketing Salman Wassay, in an interview with The News, said as per free market dynamics, the market will always move towards the most efficient way. In such a scenario, merger or acquisition in the telecom sector is just round the corner and only four companies will remain in competition, he remarked.
The company that will not be able to survive existing pressure will go out of the market but the most important thing is to see how much appetite the current foreign players have for investment. Owing to the widespread recession which has engulfed the global markets, the cash flow of companies is very weak, Wassay said.
He, however, said it is early to comment which company will buy another company or which foreign operator will come to Pakistan to acquire any of the existing telecom companies. He confirmed that there have been discussions in China Mobile on the possibility of buying another operator in Pakistan and talks with a player in Pakistan will only be initiated by the parent China Mobile company in China.
The Chinese give very high rating to Pakistan due to the Sino-Pak friendship and strategic relations. Therefore, China Mobile is interested in continuous investment in Pakistan. China Mobile has made a very strong impact since its launch and the company is here to stay and expand in the times to come, said Wassay. The telecom sector of Pakistan has performed extremely well during the last seven to eight years and those companies which grew rapidly have now, in times of recession, realised that their operating costs have increased substantially.
This has led to a situation where they find it increasingly difficult to remain competitive with their relatively high operating cost. Wassay has over 19 years of experience in the telecom industry of Pakistan and is considered a specialist. He played a major role in shaping the telecom industry of the country while working with long distance players and GSM operators. Discussing key success factors of the Chinese companies, he said they always have a clear focus on cost efficiencies. Therefore, ZONG, since its launch has maintained at a very high cost efficiency besides focusing on building customer base. There is a consensus amongst the industry analysts that the market has matured and there is greater difficulty in adding new customers at a rapid rate, said Wassay.
He admitted that it was really challenging to add new customers to the telecom sector of Pakistan at this point when the economic recession has reached alarming proportions. The time is ripe to focus on providing value-added services (VAS) which maintain the current profitability of the telecom players, said he. The revenue generated through VAS, globally, by telecom operators, averages around 20 per cent while in Pakistan. We need to increase demand for VAS by offering new and innovative products as services like mobile commerce will be the next big challenge and almost every telecom operator is working to cater to it. Disclosing the future strategy of ZONG, Wassay said the company has planned to become the largest network operator in the country and for that it has planned to install 20,000 sites across the country within the next two-and-half years. In just one year, ZONG has installed 4,500 sites across the country as now China Mobiles focus is entirely on Pakistan.
Pakistan, with a population of 170 million people, has tremendous potential for growth and ZONG will capitalize upon that opportunity by bringing in new products which will focus on internet users, concluded Wassay.