Telenor Pakistan, in contrast, positioned itself as the most innovative provider with the highest quality, but with a correspondingly high price positioning. This was possible because of the low quality of the infrastructure of established providers. It gave Telenor Pakistan the opportunity to set itself apart from the beginning with its superior network quality and to create quickly an innovative image for itself as the first provider of mobile data services and added value services.   

Further References  

Dr. Karl-Michael Henneking, “Jumping on the Band Wagon … or has it long since left for telecommunications in emerging markets?”, DMR, 2/2008  

Dr. Bert Kiel, “The Agony of Choice of the Choice of Agonies? Growth Strategies and Frameworks Following Late Entry into Mobile Markets”, DMR, 2/2008 

Published in DMR 01/2009

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