WIRELESS LOCAL LOOP (WLL, ALSO CALLED Radio in the loop (RITP) or Fixed-radio access (FRA) has finally arrived in a developing country like Pakistan, which has a great potential for telecom growth because of relatively low tele-density. During 2004, the telecom sector of Pakistan grew by 106 percent Even in this growing need of communication, the cost of adding one fixed line in the total telecom capacity is very high. On the other hand, maintaining a mobile connection is not the optimum scenario for the masses especially in Pakistan mainly because of the calling rates. Hence, WLL technology is preferred globally for network expansion.

Some analysts are of the view that this revolution will enable every individual to talk, learn, shop, bank, transact, entertain and be informed, while on the move. Bill Frezza, President of Wireless Computing Associates, calls WLL "the hot telecom growth industry of the next decade." Industry analysts have predicted huge growth in global WLL market. Majority of world's WLL lines are being installed in developing or emerging countries like China, India, Brazil, Russia, Pakistan and Indonesia, where half the world's population lacks plain or ordinary telephone service.

Pakistan presents a large and growing telecom market of 150 million people with Rs.100 Billion current Market size which is expected to be Rs.220 billion in the next five years. Whilst Telecom has emerged as a basic necessity in the 21st century as a catalyst for social and economic progress, Pakistan remained an undiscovered market. This accelerated the growth in tele-density as more and more companies are investing in country's telecom industry. Economic imperatives and emerging technologies have opened the doors for WLL solutions in Pakistan and other countries.

WLL uses wireless technology that connects subscribers to the Public Switched Telephone Network (PSTN) using radio signals as a substitute of copper for all or part of the connection between the subscriber and the switch. Each WLL phone set is similar to a cordless in which each set is only functional within a certain radius of its particular access point. So currently, the portability WLL allows is only over a limited range, compared to mobile phones, which can be used almost anywhere in the world because of their 'roaming' facility.

Recently, Government of Pakistan obtained Rs.13.73 Billion from the auction for the purchase of four frequency spectrums out of that the most coveted was the 1.9 GHz spectrum, which fetched Rs11.3 billion - almost 82 per cent of the total auction proceeds. Tele Card grabbed this spectrum in 9 out of 14 regions with a total bid amount of Rs3.2 billion. Other successful bidders were PTCL, DVCOM, and World Call Telephony (World Call). On 12th January, 2005 TeleCard Limited became the first operator in the private sector to offer an integrated telecommunication solutions in the country - Wireless Local Loop (WLL) service with a brand name of GO CDMA.

The launch of the GO CDMA WLL service would revolutionize the way people communicate in Pakistan as the quality and services are much better and not to forget the rates. TeleCard has also completed a 3rd generation Wireless communication technology by commercializing the country's first CDMA 2000 1X service. TeleCard has also got LDI (Long Distance and International) license, and will be one of the carriers competing with PTCL. LDI will be a value added service by TeleCard which will offer international calling to consumers in a different and better way. This renowned telecom company has also brought the revolution in the market by allowing incoming calls on local PCO also called 'Foree Fone'. TeleCard has more than 40,000 GO CDMA connections active in the market and more than 50,000 active connections both wire line and wireless. TeleCard also has approximately 3 switching facilities with over 150 cell sites and its network reaches over 800 cities and towns.

All these factors clearly indicate that TeleCard is well positioned to play a leading role in helping Pakistan communicate! TeleCard - an embodiment of technology, people, and a vision that reaches for the world of tomorrow.

The architecture and functionality of GO CDMA's network is dynamic to keep pace with the evolution of technology in the future. The changing paradigm in the telecom sector would not only connect people but also improve the quality of life, develop intellectual capital, enhance productivity, create new businesses, build partnerships, and, enroll Pakistan into the information age.

There are clear market opportunities in emerging economies like Pakistan for WLL, as well as an enormous potential for other telecom based services. The potential market is huge, but its various segments require the right system costs and features. As can be seen, no 'one' system is suitably best for all applications. The right choice should be based on subscriber densities, traffic conditions, and data-support requirements. The conventional wisdom that microcellular (cordless) systems are better for urban areas and that macro cellular (cellular) systems are better for rural areas is not true for all conditions. Let's hope for a bright future of WLL in Pakistan and other countries.

The writer is Marketing Coordinator TeleCard Limited, Pakistan. His innovative marketing ideas and industrial vision is well known in the telecom sector. He frequently writes on telecom and general issues.
He can be reached at fahadz1@yahoo.com.