Losing the Landline Market: A Critical Analysis of Pakistan Telecommunication Company Limited (PTCL)

Pakistan Telecommunication Company Limited (PTCL) covers the 96% of fixed local lines subscribers. It acts like a monopoly in the landline market but facing the sluggish growth in last eight years. We analysed the major causes of this back-through in this era of modern telecommunication and technology. We used primary data collected via well-structured questionnaire from subscriber of PTCL landline. They revealed that the major determinants of slow down are introduction of smart mobile phones, innovative offerings and promotions and customer’s facilitations service centres response. The validity of argument is tested with the help descriptive as well statistical techniques. Bar diagrams and Chi-Squares supports the argument validity. Introductions of smart mobile phones greatly exaggerated the declining trend in fixed line subscribers. Innovative offerings and promotions has nonentity significance except DSL facility to landline subscriber. Customer facilitations centre response is too poor and act as a major retarding factor for growth of PTCL fixed line subscriber. On average minimum 3 days are required to remove the technical fault faced to fixed line subscriber. The study suggests that the firm may focus on providing services in adjoining areas of cities, introduce smart mobile phone wireless connections, offering competitive and economic bundles to landline users, innovative and quality after sale services to his landline subscribers to recap the market.