Author(s): Hafiz Muhammad Jawad Arshad, Adnan Asghar, Muhammad Rafiq
Zong 4G, a leading telecom network provider under China Mobile Pakistan, has faced challenges in network coverage, customer service, billing, charges, technical issues, regulatory issues and pricing strategies. The company's revenue per user fluctuated significantly over the past five years, leading to customers switching to other mobile network service providers. Zong 4G should focus on improving its network infrastructure and customer service to maintain market share and revenue growth. A year-long SEM campaign was initiated to address these issues, achieving a 57% share compared to competitors. Zong 4G has outsourced its digital marketing domain to Digitz, an award-winning Pakistan-based agency.
In 2021, Zong 4G subscribers increased by 3.8 million. Zong 4G has collaborated with PSDF andHuawei to digitally empower the youth of Pakistan by offering 300 Huawei smart tablets and a strategic alliance with Data Network and Foundation for International Community Assistance (FINCA) Microfinance Bank Pakistan.