Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Advisor

Dr. Shahid Mir, Assistant Professor, Department of Management

Committee Member 1

Dr. Shahid Mir, Assistant Professor, Business Administration –Academic Affairs, Institute of Business Administration (IBA) Karachi

Project Type

MBA Research Project

Keywords

https://ir.iba.edu.pk/do/search/?q=Cybernet&start=0&context=8598587&facet=">Cybernet, WiFi, Internet Service Provider, Business to Business model, Unique Selling Point, SWOT Analysis

Abstract / Summary

Cybernet (client), a part of Lakson Group, is one of the leading internet and data communication network provider in Pakistan. The company is currently working on launching a separate division, StormWiFi, to provide wireless internet services to mostly its retail users and capture a large market in direct competition with cellular services providers. The company has a large consumer base spread across Pakistan and robust customer service structure.

The company’s strengths are augmented due to the emergence of new and lucrative business opportunities on account of (1) Pakistan’s growing young & tech-savvy population; (2) prevalence of tech-based solutions; (3) ever increasing dependence of consumers on computers and smartphones, and (4) economic growth as a result of CPEC. However, data privacy issues and cyber threats present a credible risk to the company’s operations and users’ trust on mechanisms & protocols employed by it.

The client intended to understand (1) the general consumer consensus and feedback with respect to current internet usage and availability of wireless internet in public places; (2) the target market and ways through which consumer experiences can be improved with Cybernet’s services; and, (3) the future possibilities and monetization opportunities of the product (StormWiFi) with the current infrastructure and resources at Cybernet.

We used the conceptual model used in the study of (Bilgihan), which attempts to find out the customer loyalty in the Generation Y consumers that appear to have a very low rate of allegiance to a particular brand. The main reason for using the aforementioned model was that its constructs are appropriate in our area of study, i.e. attempting to find the factors that influence consumer loyalty for an ISP setup. In order to provide solutions to the client’s management problems, we conducted thorough surveys of Cybernet’s retail customers in Karachi region and interviewed industry experts. Based on our findings, we have concluded that the client should offer free high-speed Wi-Fi services (through StormWiFi) across the country as a product category separate from its existing offerings. StormWiFi should be a free service, primarily targeted to potential users to convert them into fee-paying regular consumers of Cybernet. The provision of free service would also enhance the positive image of Cybernet. Our analysis indicate that the client’s existing consumers will highly value such a service and more likely to provide positive word-of-mouth feedback, which might attract new customers.

This study was conducted on a limited sample of respondents in Karachi only. Hence, it could not be extrapolated for the whole of Pakistan or even Sindh for future business development of similar nature. The sample profile considered comprises of various profiles, therefore drawing recommendations based on any particular sample profile would not be representative of the entire population sample. Literature used for secondary research was aged over a large period of time, hence how true and accurate it stands to the existing phenomenon could not be gauged to its most accurate essence. Also, very limited research was available on our topic of research which helped us develop the foundation but not the complete research assumptions.

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