lOMoAR c PSD| 5293342

lOMoAR c PSD| 5293342

Business Communication
Submitted By:
Muhammad Danyal Ansari
Hafiz Owais Khan
Waqas Abid
Syed Arsalan Pasha
Maaz Hassan Syed

Submitted To:
Ms. Shamim Zehra

Date:
th
6 July 2020

EMBA
KARACHI UNIVERSITY BUSINESS SCHOOL
UNIVERSITY OF KARACHI
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INTRODUCTION:
Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of Pakistan Telecommunication
Company Limited (PTCL) that started its operations in January 2001 under the brand name 'Ufone'. As a
result of PTCL's privatization, Ufone became a part of the Emirates Telecommunication Corporation Group
(Etisalat) in 2006. Ufone is the smallest GSM mobile service provider and least number mobile service in
terms of subscriber base of 18 million. It has a market share of 13%, least among all four mobile operators.
Ufone had bid on a 5MHz block of 2100 MHz spectrum in the NGMS auction held in early 2014, however
due to rising demand and lack of bandwidth to keep up, in December 2016, Ufone decided to re-farm a
portion of its 900 MHz 2G network to 3G (HSPA+), and is now offering 3G over two frequencies to deal
with the increasing load on the network. Ufone has only re-farmed their 900 MHz spectrum in Karachi,
Lahore, Rawalpindi/Islamabad, Abbottabad, Sheikhupura and Sialkot.

Ufone commits to be a customer centric organization, through an effective quality management system
focusing on continuous improvement towards service excellence by actively engaging the stakeholders
within a regulatory compliant environment which is in line with the strategic objectives and business
strategy.

Since its inception, Ufone has focused on the people of Pakistan, empowering them with the most relevant
communication modes and services that enable them to do a lot more than just talk, at a price that suits
them the most. Along with the claim of lowest call rates, clear sound and best network, Ufone offers its
customers simplified tariffs with no hidden charges. With a strong and uniquely humorous communication
direction that has now become Ufone's signature across all advertising media.

This customer focus and best offering has allowed Ufone to build a subscriber base of over 24 million in
less than a decade. Ufone has network coverage in 10,000 locations and across all major highways of
Pakistan. Ufone currently caters for International Roaming to more than 288 live operators in more than
160 countries. Ufone also offers Pakistan's fastest growing 3G network and BlackBerry Roaming coverage
available with more than 200 Live Operators across 122 countries. Ufone has also become a focused and
intensive leader in VAS, constantly introducing innovative services, which have been the first of their kind
in the Pakistani cellular industry.
As the world of telecommunications advances, Ufone promises its customers to stay ahead, developing and
evolving, to go beyond their expectations.
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Communication Process:

The communication process is a dynamic process in which a sender transmit message through a channel / medium to
the receiver and gives you the feedback in the form o f message and signals. Communication is the process of
exchanging information, usually through a common system of symbols. It takes a wide variety of forms – from two
people having a face to face conversation to hand signals to messages sent over the global telecommunication
networks. Common forms of communication include speaking, writing, gesturing and broadcasting. Therefore,
communication means to inform, tell, show, or spread information. When a person communicates, he/ she establish a
common ground of understanding. In the organizational context, it brings about a unity of purpose, interest and effort.

Communication Process Diagram:

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Goal of Communication Process:

The goal of communication is to convey information and the understanding of that information from one person or
group to another person or group. For communication to succeed, both parties must be able to exchange information
and understand each other. If the flow of information is blocked for some reason or the parties cannot make
themselves understood, then communication fails.

Sender:
The process of communication begins with a sender, the person who transmits a message. The sender is
also called the ‘encoder’ because ‘to encode’ is to put a message into words or images.The sender or
communicator is a person who initiates the conversation and has conceptualized idea that he
intends to convey it to other. The senior management of ufone company are the sender of ufone. The senior
management have conceptualized idea and they convey information and messages to their customers in the
country.

Encoding the message:

The senior management put the message into proper form. in encoding step, they use certain words or nonverbal
communication method such as symbol,sign, body gesture etc. The purpose of best encoding of ufone company is to
get positive feedback because encoding has a great impact on the success of message.

Communication Channel:
The ufone company use appropriate channel for sending his messages for his advertising such as radio
television, internet, poster and other communication channels. The communication channel must be
according to the interest of the receiver. Ufone selected the channel carefully in order to make the message
effectively and interpret by the receiver. The other communication channels of ufone are

• Social Media
• Voice Calls
• Text Messages
• Advertisement
• Bill Boards

Receiver:

The receiver is the person for whom the message is intended or targeted. He tries to comprehend it in the
best possible manner such that the communication objective is
attained. All ufone receivers are our public. They received the message in various forms whether in voice,
Text messages or in video form

Decoding message:
The ufone receiver interprets the sender’s message and tries to understand it in the best possible manner.
The ufone receiver must first be able to receive the ufone sender's information and then decode or interpret
it. The customer of ufone are involve. They interpret the company messages and tries to understand it in the
best possible manners .an effective communication occur when the public (customers) understand the
message exactly the company send.
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Content or message:
The message or content is the information that the ufone sender wants to convey to the ufone receiver.
Ufone have two types of messages. One who send message to company and one message is send
through our company to others.

Feedback:

In feedback the customer response to the company the feedback may be complain help and other factors.
it’s also may be positive or negative. It is the final step of the communication process that ensure the
public has received the company message and interpret it correctly.it may be verbal or non-verbal.

Context:

This is the setting and situation in which communication takes place. Like noise, context can
have an impact on the successful exchange of information. It may have a physical, social, or
cultural aspect to it.

Some Barriers in communication faced by Ufone:

Cross Cultural Barriers

Employees working in ufone are from different parts of Pakistan. They have different values,
cultures, languages etc. so they face problems in adjusting in ufone. There cultures, languages are
different from one another so they have to face problems communicating and interacting with
others

Overcoming Cross Cultural barriers:

Cross Cultural barriers can be removed by understanding other’s needs, cultures etc. and
accepting them or giving them time to adjust in the organization. This will be definitely effective
to overcome this barrier and communication will become easy after this

Technological Barriers:

Aged employees who are working in ufone try to avoid changes in technology because they are used to the
old procedures and software and they don’t want to learn new things. In addition to this ufone service is not
available in small villages and if it is available the signals in that area are very much weak and ufone
service is totally abolished in some areas of Pakistan on some special events, this is a very serious problem
for some customers of ufone.
They are not able to communicate for many hours. Changes in technology are very necessary to stay in the
market and compete with the competitors. If the technology will not be changed in ufone, ufone will have to
face serious type of problems and losses.
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Overcoming Technological Barriers:

In order to overcome technological barriers, it is very necessary for the ufone to make its
employees like changes in technology. For this purpose, before start using new technology they
should introduce it properly to the employees by giving classes. So the employees can understand
that how to use it and how it will be easy as compare to the older one. When the employees will
know about new technology they will be able to easily communicate between one another. In
addition to this ufone should provide its service in every part of Pakistan for entertaining its
customers and it should find some way to provide its service to the customers on special events
when service is totally blocked.

Individual Barriers:

Ufone also face individual barriers. Some of the employees have some personal problems
because of which they cannot communicate easily. These problems include inattention, family
problems, trying to avoid some unpleasant situation etc. These types of problems create
individual barriers and they should be eliminated for the wellbeing of ufone.

Overcoming Individual Barriers

As individual barriers are of the individual person so in order to remove them, the individual
himself have to take steps. He should know that how he had to manage his professional and social
life. He should pay attention to the deadlines by his manager and continuously trying to make
himself better. In this case, ufone can just offer bonuses, allowances or sometimes punishments to
motivate the employee.

Ufone Communication Channels:

Ufone is following clan culture which competitors are lacking in that term. Oriented organization looks like
a very personal place, employee relations are shaped around mentoring and nurturing, workplace looks like
an extended form of family, a general encouragement of participation is the building block of day to day
routines of organization, and work is designed around flexibility and self sufficiency.
Ufone commits to being a customer centric organization, through an effective quality management system
focusing on continuous improvement towards service excellence by actively engaging the stakeholders
within a regulatory compliant environment which is in line with the strategic objectives and business
strategy.
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Customer Communication and Advertising:

Ufone shall ensure that customers are always aware of our products and offers while these offers are
communicated transparently with a clear call to action. Furthermore, the requisite information, especially
updates about the packages, tariffs and applicable terms and conditions are available at PTML
website www.ufone.com and any change thereto will be updated timely.

Communication can flow vertically or laterally. The vertical dimensions can be further divided into
downward and upward communication.

1. Internal Communication in Ufone:

2. Internal Communication of Ufone is given below, Downward and upward communication is called
vertical communication within organization.

Internal Communication of Ufone:

Ufone will now use Facebook for all its internal communication and cooperation with employees. The aim
of Ufone is to enhance productivity by improving internal communication and making sure that everything
is organized and properly managed.

Ufone Focuses on Development of contents/ templates for different internal communications.

Internal Communications are Direct in Ufone.

According to Employees, there is a friendly workplace culture and the Environment isvery Experience
Gaining.
Ufone is cutting down all kinds of barriers be it hierarchical or physical. Collaborationbetween Ufone
employees will just be a message away.

Upward Communications:

Upward communication is the flow of information from subordinates to superiors, or from employees to
management. In Ufone communication is an important source that is considered for success.

• Upward Communication in Ufone is a mean for staff to:

• Exchange information to management, Ufone having organic structure employees does not feel
hesitation to exchange information.
• Offer ideas in which they already have edge like their advertising strategies and package
offering are very effective.
• Express enthusiasm as the matter of fact they have been given empowerment so they come up
with interesting ideas.

• Achieve job satisfaction that is related with the satisfaction employees achievefrom the job.
• Provide feedback on the internal system.
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Downward Communications:

Downward Communication Information flowing from the top of the organizational management
hierarchy and telling people in the organization what is important (mission) and what is valued (policies).
Employees working in Ufone are instructed clearly on the most important issues and policies. This has
encouraged two way discussions to discuss employee’s problem and customer relationship issues.
Normally Ufone announces important decisions and it falls in this category of communication where
employee needs to get all clear information on what to do in the organization.

Horizontal Communications:

Communication among employees at the same level is crucial for the accomplishment of work. Ufone has
always encouraged team effort and innovation. Ufone has one more thing to get to its credit is building
goodwill by boosting efficiency and improving teamwork. Employees always cooperate and perform well.

External:

External Communication in Ufone Communication with people outside the company is called “external
communication”. Supervisors communicate with sources outside the organization, such as vendors and
customers. It leads to better

➢ Sales volume
➢ Public credibility
➢ Operational efficiency
➢ Company profits

Ufone believes in Integrated Marketing Communication which is a carefully blended mix of promotion
tools. Ufone employ different marketing activities and channels to communicate and deliver value to
customer. These are the main external messages of Ufone to Their Customers.

• Ufone Informs its customers about new or available services

• Ufone seeks to persuade people to purchase their service or switch to their service fromother
service
• Keep Smiling Pakistan.

External Communication Channels:

▪ Advertising
▪ Sales promotion
▪ Public relations
▪ Direct marketing
▪ Personal selling
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