Telenor Group has announced results for the first quarter of 2011. According to details, at the end of the first quarter of 2011 Telenor Pakistan subscribers reached 25.75 million which is nearly 5% higher than the previous quarter. EBIDTA margin remained firm with Telenor Pakistan’s market share at 24%.

Christian Albech, CEO Telenor Pakistan commenting on the results said: “I am pleased that we continue to perform well. Our performance is in line with our expectations and above par as compared with the industry average. In 2011 we hope to continue to consolidate our growth across all areas of the business.”

Also in the first quarter of this year Telenor Pakistan was presented with the High Tax Payer Award of Excellence 2010 from Pakistan Customs, Islamabad Collectorate.

Overall, Telenor Group reported revenues of NOK24.1 billion, representing an organic revenue growth of 7%. EBITDA before other items was NOK7.4 billion, EBITDA margin was 31 per cent, and operating cash flow was NOK5 billion.

“Our mobile operations are continuing the strong subscriber growth seen in the last part of 2010, adding 9 million subscribers during the first quarter this year,” said Jon Fredrik Baksaas, President and CEO of Telenor Group.

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The corruption scandal in India is causing a number of issues for the telecom companies doing business in India. As a result of the scandal, companies have to go through a legal and regulatory process.

Telenor ASA, the Nordic region’s largest phone company, said it’s maintaining targets for its Indian unit Uninor, which is challenged by a corruption probe and an “unclear” regulatory environment.

The Indian government ordered Uninor and Emirates Telecommunications Corp. to prove the validity of their mobile- phone licenses, saying they were obtained in 2008 under false pretences. Uninor also paid a fine to India’s Department of Telecommunications for not meeting rollout obligations.

Telenor is “comfortable” with the position held in 2008 by Uninor’s predecessor, Unitech Wireless, Chief Executive Officer Jon Fredrik Baksaas said in an interview in Oslo today.

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This Guest Post is written by Affan Haider, who works in the Corporate Communications department at Telenor Pakistan.

By Affan Haider

Recently, I was having an interesting discussion with Aamir Attas on Khamoshi Ka Boycott; the topic veered off towards the international phenomenon of redefining social responsibility as part of longer term business strategy. Due to our mutual interest in the topic, Aamir invited me to do a post on the phenomenon, as below.

Traditionally, the concept of Corporate Social Responsibility has been, to use a light term, counter-productive. For some reason, it has pitted society against business, social development against profits and portrayed organizations as evil.

Social responsibility within organizations need to be seen less as a stand-alone function, cost constraint or charitable deed, and need to be seen more as a strategic direction.

For this to happen, it is very important to not only look at the overall business strategy, but also points of intersection between society and all functions within the business. But before we go into the discussion of these mutually beneficial intersects, we need to understand why this integration is the need of the hour, and trend of the future.

An organization is also known as a corporate entity, corporate, just like individuals have certain rights, obligations and implied ethics, based on the law of the land and norms of the society. Around the world organizations are realizing that good of the society ultimately is good of the business as well. Improved socio-economic conditions within a set of people lead to increased purchasing power, which can lead to increased spending on products / services of various organizations and improved infrastructure availability in the country.

On the other hand, increased consumer awareness is slowly but surely influencing purchasing decisions on the basis of ethical conduct and social responsibility of the organization that the product / service originate from. We do hear the common argument of ‘That’s not the case in Pakistan’, but that is about to change.

For an organization to integrate social responsibility into business practices, the overall philosophy, vision and values of the organization need to be aligned with the concept of social responsibility. Values like being respectful, being inspiring, keeping promises and making it easy help lead the corporate thought-process in the right direction. Integration of social responsibility concept in vision and values will also ensure long term strategic focus on the responsibility elements.

Don’t get me wrong. The prime purpose of an organization remains to earn profit and increase value for its stakeholders, especially shareholders. An analogy could be that of an individual: Of course the person needs to earn to feed himself and his family, but he still should earn without doing any wrong and continue to fulfill his social, cultural, ethical and legal responsibilities.

Same is the case with organizations. However, organizations generally tend to go beyond the minimum legal obligations to ensure incorporation of social responsibility in their strategy.

To elaborate the concept of social responsibility into various business functional areas, here are some examples:

Social responsibility in HR practices: Around the world, a number of surveys have conclusively proved that good HR practices is one of the premier parameters used by the general public to consider an organization socially responsible. From equal opportunity employment, to diversity at workplace, to adhering to labor laws and health / safety related practices, all combine together to make an organization socially responsible.

Social responsibility in Supply Chain: A socially responsible organization would look both inwards and outwards. Incorporating fair procurement decisions, emphasizing safe work conditions, helping partners adhere to all national and international treaties on labor, health, safety and environment related practices, etc., are all part of a socially responsible organization’s day to day routine.

Social responsibility and Corporate Governance: A socially responsible organization will be fair in financial reporting, governance practices, transparency and any use of lobbying.

And last, but not the least, social responsibility in brands: A product or service is the final representation of the organization to the society. All social responsibility elements mentioned before are extremely important, without which an organization will not be able to call itself socially responsible; however, this social responsibility must translate / reflect into an organization’s message to society.

This is exactly where brand communications such as Karo Mumkin and Khamoshi Ka Boycott come in.

It is that final stage in the evolution of integration of business and corporate responsibility which is still elusive in Pakistani advertising scene. Yet, it is the future. With growing consumer awareness and emphasis upon socially responsible businesses, I am sure you will see a lot more of it from various organizations, sooner than later.

The International Islamic University, in collaboration with Pakistan’s premier branchless banking service easypaisa, organized the university’s Annual Sports Gala 2011 in Islamabad recently.

In the picture, Acting Regional Director Sales & Distribution (North) Telenor Pakistan Tariq Hassan presents a trophy to one of the winning teams

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Few months back, in September 2010 to be exact, Telenor made following TVC, and aired it country wide on various TV channels.

If by any chance you missed this TVC, which was later pulled back by Telenor, it encouraged flirting by showing few guys going after a college girl. Have a look at the TVC yourself

Now look at following TVC, which shows a similar college girl being followed by few guys, even an uncle as well. Look at the resemblance of acts in both the ads.

• As Sohail Waraich says : Kiya yeh Khula Tazaad Nahi Hai?
• or its “Dair Aye Darust Aye”

Have a look please!

Telenor, in an advertisement published recently, said that they will charge helpline calls at Rs. 2.39 including taxes, from April 09, 2011.

These Rs. 2.39 charges would be in addition to IVR charges of 28 paisas.

If you are little confused, read on to better understand the charging mechanism,

If you call helpline and don’t speak with CRO:

25 Paisas + 3 paisas (taxes) = 28 paisas

If you dial 345, you will be charged 28 paisas straight away. Meaning that you will be charged 28 paisas for listening to IVR. If you don’t speak with Customer Representative officer, your total charges will be 28 paisas and that’s it.

Speaking with CRO:

Rs. 2 + 39 paisas (taxes) + 28 Paisas (IVR charges) = Rs. 2.79

if you connect to Customer Representative officer, you will be charged Rs. 2.39 (including taxes) plus the IVR charges, which are 28 paisas. So your total charges will be Rs. 2.79 to seek help from your own operator.

Why Charges on Helpline Calls:

Though, a common man can’t understand the idea of charging helpline calls, but Telenor in its announcement said:

“To keep our valued subscribers enjoying the best customer care services, we are announcing a revision in our existing call rates”

So apparently it looks that Telenor may employ more CROs to make your helpline calling experience little better, but wait, that’s what they said last time – when they increased helpline call charges from 50 paisa to Rs. 1.00.

I think we better not comment on how much the quality of service has improved since then, instead we would recommend you to read this guide if you want to decrease wait time during helpline calls.

By the way, Mobilink is also charging Rs. 2 for helpline calls.

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Telenor Pakistan today celebrated its 6^th anniversary by reiterating its commitment to bringing the benefits of telecommunications to people’s everyday lives, said a statement.

Since its launch, the company has shown consistent high growth by performing above industry average every year. According to the Pakistan Telecommunication Authority’s latest annual report, Telenor Pakistan showed the highest growth rate of 14% in 2009-10.

Speaking on the occasion, CEO Telenor Pakistan Christian Albech said:

On its sixth anniversary, Telenor Pakistan has already crossed the 25 million subscriber mark. It gives me great satisfaction to tell you that of the total number of subscribers in the country today, every fourth is a Telenor customer.

With the belief in building around people, we have established an open culture that continues to be one of our biggest strengths. By introducing easypaisa, we have brought the bank to the unbanked population of the country and are continuing to spearhead growth through our Karo Mumkin philosophy.

Easypaisa has been the recipient of ‘Best Mobile Money Transfer Entrant of the Year Award’ at the world’s first Mobile Money Awards and has also received a grant from the Bill & Melinda Gates Foundation’s Mobile Money for the Unbanked Fund.

Among the numerous awards it has won, Telenor Pakistan has also received the Best Place to Work, Most Preferred Employer for HR Practices, Highest FDI Investor Award, and Superbrand of the Telecom Industry Award.

“There is K***A inside us all. And it is stronger than ever when you are young! It has been saying something for years. So Lets hear him out! (These are the initial lines of a video of djuice campaign trailer)

Now read more with patience what people express their views in the video.

My biggest K***A is that I can introduce those people in my working environment or organization who can think differently and are respected equally whether the idea they present is totally opposite of mine.” Amir Ibrahim, Chief Marketing Officer (CMO) Telenor.

My K***A is how can I use the brands of Telenor for the welfare of Pakistan whether it is context of Telenor’s Karo Mumkin or the context of Talkshawk or djuice Khamoshi ka boycott. My biggest K***A is how can I use the commercial brands for the social issues of the country. Usman Javiad, Director Marketing Telenor.

These were the quotes oft he top official of the Telenor who were filmed in a video on the occasion of launch and making of djuice new campaign “Khamoshi Ka Boycott.”

The word “K***A” (insect in English) is a well-known slang, frequently used by youngsters in the company of peer groups but it is avoided in front of elders and in media definitely because it is understood as unethical and indecency in our society.

The word meanings and its background are having extremely negative connotation but who cares when middle-aged officials of Telenor use this word in a video which a literate person can’t use at their organization and at their home.

The video has been uploaded on youtube, hence, it is no longer a private and internal video but now a public property which was viewed almost 1,900 people since Feb 24.

Have you ever heard the slang word K***A from the mouth of a girl or a woman? No, you can listen to it from the mouth of brand ambassador of Telenor’s Mahira Khan.

She says , “ I think my K***A is to somehow we are able to tell my kids that I did my way and you can do it your ways whatever you want.” Well, how can a mother explain her kids the word begins with K? it is silly question because we can expect it from our mother to use this slang.

There are a couple of more interview with a subject K***A which is meant here as “wish”.

Isn’t awkward to attribute the title of the video to Pakistan when you have such interviews on the subject of slang word. The title of the video is “ Khamoshi Ka Boycott-djuice ( message for Pakistan).

In the description of the video following text has been written

“The philosophy behind djuice khamoshi ka boycott fresh from the mouth of the real people behind the brand. These people are conveying a message to you i.e. the youth of Pakistan and everyone whos watching. Khamoshi Ka Boycott is about that k***A inside you which constantly wants to show the world its worth.”

We thought someone might have leaked the video and but it seems it is officially uploaded a trailer of the campaign.
The language and theme sound contridicatory to each other but this is not at all.

The contrastive thing is the video has been disabled for comments so think about the how can one breaks the silence and says boycott to it.

Telenor’s djuice came with a theme to energize the youngsters towards betterment of society with motivation to learn how to raise their voice against social injustice and silent attitude. Telenor team should be brave enough to listen criticism on the video which was disabled for comments after came under fire by the audience.

Initiating a movement of social change through commercial activities and brand is no doubt an imaginative idea to ridicule the evil of the society and a positive effort to create awareness about change in life by resistance, reform and revolution.

Unfortunately the video though based on provocative and unique subjects has serious question mark when these inappropriate content were made public.

Telenor team members should adhere to media ethics and avoid any thing made public which can objectionable material. Overall, the campaign has a lively theme but we suggested Telenor to please make media content of the company brand decent.

Following is the video you can view and judge your own particularly the use of slang:

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To celebrate 100 years of International Women’s Day, Telenor Pakistan arranged an event “Celebrating Woman” at the regional headquarters in Lahore.

Justice (R) Nasira Iqbal was the Chief Guest at the event.

Also seen in the photo (L to R) are Syed Salman (AM 323), Shoaib Baig (VP HCD), Muhammad Sajwani (Director 323), Anjum Rahman (Director Corp Communications & Responsibility), Aamir Ibrahim (Chief Marketing Officer) and Rozina Pesnani (OSS Specialist)

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