With the rapid proliferation of smart phones and free over-the-top (OTT) voice services such as WhatsApp, Viber, and WeChat, fixed-line subscriptions and revenues have hit an all-time low. PTCL, one of the three and largest fixed-line operators in Pakistan, faces a similar challenge of eroding landline relevance. Its fixed-line network is spread across 41 cities nationwide. The leading telecommunication services provider has been exploring innovative ways to revive its dwindling landline revenue stream by appealing to today’s customer who’s looking for complete portability.

LMKT responded to this challenge by proposing a unique mobile app, Smartlink, that allows subscribers to use their landline on-the-go from their smartphones. The Smartlink app has been built on LMKT’s highly-scalable, unified communications platform, V-Connect that transforms a traditional landline into a fully-functional VoIP extension. V-Connect combines the utility and reliability of a traditional landline with the convenience and mobility of a smartphone. In short, Smartlink for PTCL is the only solution of its kind in Pakistan

All PTCL broadband users can download the Smartlink app for free on their Android and Apple devices allowing them to make and receive landline calls using their smartphones. Core features of the Smartlink app include crystal clear audio and video calling, conference calling, instant messaging, access to call history, and a synchronized contact directory. All voice and video calls, and text messaging is free-of-cost for SmartLink to SmartLink communications. Standard landline tariffs are applicable for calls to PTCL landline and mobile operators.

Since its launch, the PTCL SmartLink application has been downloaded over 100,000 times and its widespread use has resulted in tremendous benefits for both the Company and its customers. It has helped PTCL increase revenue by offering a unique and convenient landline experience. Every passing day, the SmartLink community is growing as downloads of the application continue to increase.

PTCL customers no longer have to worry about running out of mobile balance, as they always have access to their landline for making local and international calls. Depending on the subscription package, users may be able to make free PTCL to PTCL and free PTCL to Ufone calls. All calls made through the application are simply added to their monthly landline bill.

Additional family members can also be registered to the same PTCL DSL package. They are able to make calls simultaneously, merge native and app call history, access instant messages and call records offline to enjoy a truly immersive experience. The application is all-device friendly including tablets, iPads etc.

The SmartLink app seamlessly integrates with PTCL Smart TVs enabling access to over 150 channels on the go. The provision of advertising slots can be used for serving ads through the DoubleClick Exchange, Google AdMob and direct ads resulting in an addition stream of revenue for PTCL.

The LMKT team provides robust backend support by continually adding new features based on user feedback and providing fixes to the app for an optimal user experience for customers.

With Smartlink, PTCL has been able to revive an antiquated medium of communication and salvage a dwindling stream of revenue that was once a major share of PTCL’s bottom-line. After the successful rollout of the Smartlink app, LMKT developed a similar solution for National Telecommunications Corporation (NTC) called GoSmart.