Ufone is a wholly owned subsidiary of Pakistan Telecommunication Company Limited. Following PTCL's privatization, Ufone became a part of the Etisalat group in 2006. The company commenced its operations on January 29, 2001. It was the third mobile operator to enter Pakistani market. Ufone is among the largest 3G mobile service providers and one of the largest mobile services in terms of a subscriber base of over 24 million. It has a market share of 18% among mobile operators.In the Pakistani telecom industry, Ufone is renowned for an aggressive and humorous marketing approach that sets it apart from its competitors. In fact, Ufone is one of the few brands in Pakistan that have successfully implemented a strong integrated marketing approach centered on humor and translated it into results. The company built up a reputation for innovative implementation of telecom technologies in its early days and has, over time, built up a portfolio of value added services that have outgrown communication; instead, catering to all sorts of customer needs from education to entertainment.Ufone is also strongly marketed as the ‘connection for the masses’ because initially the company was launched with the ambitious view of empowering every Pakistani with a mobile phone in an era when mobile phones were a status symbol. The company is, thus, credited for launching a variety of industry-first services in order to meet that goal; a practice continued to this day. Ufone has network coverage encompassing 10,000 locations and across all major highways of Pakistan. It currently caters for International Roaming to more than 288 live operators in more than 160 countries. Ufone also offers Pakistan’s largest GPRS &a