Warid Shuffles its Management; What’s on the Cards?

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Warid secured over 17 million subscribers and a network covering 6800 destination, 550 cities throughout Pakistan. In terms of subscriber base Warid is Pakistan’s fourth largest cellular operator but in terms of service excellence, Warid is Pakistan’s unrivaled cellular service provider.

Company began 2010 embroiled in news of a takeover by a competing cellular company. A year later, it still remains embroiled in the same news with a different company now being named as the likely acquirer.

The rumors of its biggest shareholder, the Abu Dhabi Group, planning to exit the Pakistani landscape moved to substantiate the takeover news, only for the Arab owners to publicly refute all such matters.

The daily business for Warid and its consumers continues unabated. The musically-entwined adverts featuring the nation’s top acting talents, strumming their best poses to send a message of some great deal that the company is offering.

But the periodic results are speaking volumes of a company trying to re-gather an understanding of the market and its focus. Among all cellular companies in Pakistan, Warid and Ufone were the only ones to show a negative trend in subscriber numbers, as per the PTA report for 2009-10 FY. According to inside reports, Warid has lost over a million subscribers in the last year, including corporate clientele.

While this churn of users is not an identifier of the network quality, it is a serious consideration of the business model that has been implemented. When Warid launched 6 years ago, it used the holding group’s Bank Alfalah network to push sales of its postpaid segment. Relationship officers, whose primarily role was to find lucrative accounts for the bank, were being forced to get customers to sign on to postpaid connections with Warid.

If analyzed, there are two sides to look at here; the utilization of established means of consumer reach allowed for a quick access to prospective clientele but the lack of long term vision in the sales model meant a lack of vision of addressing the market needs.

Enter 2011, and the Abu Dhabi Group’s management has just played a fresh round of musical chairs. With the departure of some top executives, the head of the group has sent Mr. Zouhair Khaliq as the Executive Director on the boards of its telecom and broadband operations; Warid and Wateen. Mr. Naeem Zamindar and Mr. Muneer Farroqui retain their roles as CEO of Wateen and Warid respectively.

However, what has sent minds in overdrive across the industry is the one fact shared by all three operational heads; all were executives of another cellular company in the not too distant past, one which is being talked of becoming the acquirer of Warid.

Most industry analysts see the shuffle as a means of easing the acquisition process; placing individuals who are familiar with the system and personnel of the prospective new owner.

On the other side, a positive outlook is being encouraged with the sense that the new management is being placed to return the company to greener pastures with a better market understanding and without the need for ownership change.

How the ‘Life’ of Warid’s Network changes with new management? Let’s wait and watch!

  • yup. i totally agree with mahar shoaib. there are big hole in warid marketing and in its products and services as well.they need to reconsier many things

  • Yup agree with mahar. If they wanna compete then they must provide edge coverage all over with some brilliant data packages like zong.

  • Aamir Atta: i am telling you Munir farooqi is about to leave, and Warid is going to be taken over by Mobilink.
    Confirm it from your source but i am quite sure about Mr. Farooqi.

    • what you said is unfortunately true ..
      Mobilink has taken over Warid .. it will be announced in few months though ..

      My cousin is working in Mobilink and he confirmed this news ..
      Hate Mobilink though :(
      Warid service was lot better ..

  • Warid is the best cell service of Pakistan and with the recent changes it will gear up towards progress i am sure.

    I as a cust dont care of how many customers company has, for me service excellece and value for money is important and with Warid i have both.

  • Very unusual that shuffling happened in time with Telenor. Is it signs of things coming up?

  • I think Warid is not going to sale
    Furhter Orscom is selling and how it can take over another company.
    just think logical we all are missing something
    May i am wrong but right now it is not logical

  • warid should focus on agressive marketing tools like telenor.the only area where they lack behind

  • Yes bilal i agree
    Warid is best netwrok and no doudt that it has best voice and data network in Pakistan

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