Zong is a mobile network service that operates in Pakistan. It is a China Mobile’s service with its headquarters in Islamabad offering services including post and prepaid plans and internet services. It started in 2008 and has established its position in Pakistani market, despite intense competition in the telecommunications industry. Zong has since been gaining more market share every year by offering their services all over Pakistan and that too, at very affordable rates.
One of the reasons why Zong has been able to able to target and gain their targeted potential customers is their low rates. Whether it comes to call, messages or internet data, Zong has been able to provide all these services at a lower rate than other competitors. It first started marketing itself as a brand in Pakistan based on their low pricing strategy. Zong entered the Pakistani telecommunication market by targeting those customers who were looking for services in low prices and it marketed its strategies accordingly. Since then they have been marketing in the same manner. Even when they were the first ones to offer 4G internet in Pakistan, they promoted that with their low price strategy as well. This is because most of the users in Pakistan prefer low price over other factors when it comes to choosing a mobile network.
Zong has also been working on digital innovation in Pakistan by offering improved and advanced services in terms of data connection. Zong has been working on establishing its internet services and plans to innovate and transform the lives of their customers through this digital innovation strategy. Their main focus has been to develop a 4G ecosystem in the long term and extending these services even in the remote areas of Pakistan. To facilitate that, they also work internally in terms of developing a proper corporate culture that makes them stand apart from their competitors.
Zong is a part of China Mobile Communications Corporation, which is the largest telecom service provider in Pakistan and has been working in terms of development and innovation. Their research department constantly works on improving services for their customers and this has a very positive affect on Zong in Pakistan as they apply their strategies according to the research conducted by them. This is something that is peculiar with Zong only and it is the only mobile service provider in Pakistan with such a strong research network, which gives it a competitive edge in terms of development and growth.
Though it is debatable that Zong has not been much successful in Pakistani market due to intense competition in the telecom industry, but it cannot be ignored that Zong has gained its position and developed a brand name in just a few years. Also, it has been able to gain their targeted customer base as well as be the pioneer in developing data services in the Pakistani mobile service sector.
References
Pakistan, Z. China Mobile Pakistan. Retrieved January 1, 2018, from https://www.zong.com.pk/about-zong/china-mobile-pakistan
TechJuice. (2017, October 19). Zong 4G announces internal cultural transformation to lead the digital revolution. Retrieved January 1, 2018, from https://www.techjuice.pk/zong-4g-announces-internal-cultural-transformation/