Pakistan launched 3G over a year ago. During this short period telecom operators have been able to generate high awareness levels of this new technology and the benefits associated with it.
Of the industry’s approximately 25 million data customers, nine million are already on 3G. With a presence in over 75 cities and approximately 2.5 million 3G subscribers, Telenor is leading the 3G market followed closely by Mobilink with 2.2 million 3G subscribers and coverage in 54 cities. Zong with its relatively lower 2G market share surprised everyone as it has already crossed two million 3G subscribers followed by Ufone and Warid.
Different marketing shouts and RTBs (reason to believe) were adopted by operators for 3G customer pull. Telenor took the largest 3G network claim while Zong talked about having the most advanced network; Mobilink emphasised its higher quality 3G output (of 10MHz as opposed to the other two operators’ 5MHz); Ufone focused on a high quality mobile broadband experience and finally Warid had a hard hitting campaign with endorsements from high achievers.
Although significant technological and infrastructural investments have been made by operators to build 3G adoption momentum, one of the key enablers for trial generation is 3G device penetration. Currently, roughly 80% of Pakistani mobile users are still using 2G devices and mobile operators saw this as a business opportunity with promising volumes.
Ufone and Telenor created a stir in the market by successfully managing to launch sub $60 3G-enabled handsets (Telenor even crossed the $40 barrier). The devices come bundled with free 3G data for three months and free social media usage.