Details

Case

Educator Copy

TELENOR PAKISTAN: SELLING MOBILE ACCOUNTS

Muhammad Luqman Awan, Mr Omer Naseer (MBA 2015), Mr Usman Mumtaz Khan (EMBA 2014)


INDUSTRY : Telecommunication, Mobile Networks

AREA : Marketing

ORGANIZATION : Telenor Pakistan

LENGTH : 24

LUMS No : 04-2363-2015-1

PUBLICATION YEAR : 2015

DESCRIPTION

KEYWORDS:

Telenor Paksitan,Selling Mobile Accounts,Financial Services Planning,Financial Services Market,Company Background,EasyPaisa,Competition,Sales,Channels,Processes,Structures,Results


DESCRIPTION:

In October 2013, the manager of Financial Services Planning Telenor Pakistan (TP), Mahboob Ali Shah had to take decisions regarding the future of Mobile Accounts Sales Officers (MASOs). TP had two businesses, i.e., GSM and a financial services offering under the brand name of Easypaisa. TP launched Easypaisa in 2009 in order to reach out to the unbanked segment (60 million people) of the country. By 2012, Easypaisa had a brand awareness of 80 percent with the largest footprint of 36,000 Easypaisa shops. Mobile accounts (MA) were introduced in 2010 which could be operated only by the Telenor sim. Hence, it offered a great opportunity for TP to attract and retain customers for continual usage of its complete offering. In order to achieve corporate objectives for mobile accounts sales, Shah needed to decide among different possible options for MASOs¿ expansion to achieve the year target of 350,000 mobile accounts, out of which he had achieved only 224,000.


LEARNING OBJECTIVES:

With the advent of new products and different sets of customers, companies often find it difficult to change their existing selling approaches. In oder to achieve any sales ovjectives, it is imperative for organisations to bring necessary modifications in their sales process, compensation, skill, and structure of their sales organisation as well. 1) Review the concept of sales management by using sales strategy framework. 2) How sales management system affects behavior of sales team. 3) How different key levers(Structure, Skill, Compensation) of sales management system impact sales people behaviour. 4) Due to changing business context how existing efficient sales management system may fail to deliver when product portfolio is changed (i.e. the introduction of Mobile accounts)


SUBJECTS COVERED:

Marketing, Mobile Technologies