I have been observing a trend of aggressive marketing and advertisement by the mobile operators in Pakistan. 50 paisa, 3 paisa, 1 paisa. Trying to one-up other competitors, the advertisements emphasise the lowest possible rate to grab attention.
In reality the low rates being advertised come with many conditions. To figure it out one has to read the fine print carefully. I think this is unfair to the consumers and we need to criticize this trend which some may characterize as deceptive marketing (visit https://ful.io/ to know more about how it works). Have a look at these sample advertisements given with this post. Click on the photos for their enlarged image and good luck with the fine print.
Over the years mobile service packages have become difficult to understand. It used to be pre-pay & postpay and in-network & out-of-network. Now there is the option of lower price for pre-defined numbers (usually in-network) such as family and friends. Then there is the billing duration which used to be 1 minute in good old days. Not anymore. The rates advertised are usually based on lowest billing duration (say 30 seconds) and may only be valid during certain times (e.g. Paktel’s Power Hours are 7 pm – 10 pm). The billing duration for the same package can vary for in-network and out of network calls!
Given all of the complexity, it is difficult for a common person to easily understand and compare these plans. I mean who has time to analyze all of this (except your truly)? My guess is that most of the time people get upset but carry on with their busy lives. Wouldn’t it be fair if all the operators advertisements included the rate for 1 minute call clearly? How about being more up-front and making the fine print a bit less fine?
I think this problem is common to all operators, therefore all of them should share the responsibility to create a baseline standard. Better to fix this now before the regulator (PTA) is asked to step in.
See earlier ATP Post on ‘Dangerous Advertising’.
PTA or some other authority in the country should produce an advertisement including the gross statistics showing all operators at the same time and their comparative analysis so the best one can be judged periodically. Anyway the mobile in Pakistan is much cheaper than in many other countries even after the so called deceptive marketing.
Hi! Here in Italy we have almost 5 or 6 mobile companies and massive marketing submerges TV, street commercials, newspapers and so on.. You can choose the one you prefer, but it’s always important to watch out ’bout the real fares and offers. Regards
(ps: I love Pakistan!)
Yes, the pricing here is very deceptive. Taxes are often not included in the rates advertised, nor or other charges like “off-net” calls and so on.
Even now if you make a lot of calls it’s cheaper in the US, as a lot of carriers offer a flat rate for unlimited (or close to unlimited) calls within the US. You do have to sign a contract for a year or two, but for lower prices I would do so too.
Understanding fare tariffs might especially be challenging for older and illiterate customers. However, the mobile phone industry in Pakistan is one of a handful that are actually very healthy. Customers in the U.S. would love to have such a democratized market…the plans here are much more expensive and come with loads of restrictions (like not being able to use your phone with another network), huge penalties (try 30 rupees a minute if you go over your limit), and bad plans (you have to sign a 1-2 year agreement for most plans).
Whether they are good for consumers or not, it is clear that these cell phone companies are great for the advertising industry in pakistan. Wherever you turn you see mobile company adds, and mostly good ones.