Today, customers expect telecom services to work flawlessly with fast activations, flexible bundles, and instant support. Yet in Pakistan, many operators still rely on legacy systems that make even simple customer journeys complex. Launching a new offer can take weeks, orders often fail midway, and customer service teams struggle without a unified view of data.
The Salesforce Communications Cloud was built to change Telecom world. It brings enterprise product catalog management, order management, AI-driven care, and open integrations together into one intelligent platform. For telecom providers operating in Pakistan’s dynamic and competitive environment, it delivers exactly what is needed: speed, scalability, and simplicity across every customer interaction.
This blog explores how Salesforce Communications Cloud can solve the real-world challenges faced by Pakistani telecom operators, from delayed activations to complex compliance. It also explains how the platform helps them move from manual operations to intelligent automation without disrupting existing systems.
So, let’s get started!
What Is Salesforce Communications Cloud
Salesforce Communications Cloud is the #1 AI CRM for telcos. It provides a catalog-driven digital BSS suite that covers processes from commerce to cash, ensuring seamless customer experiences.
Key capabilities include:
- Prebuilt processes, integrations, and data models: It supports business-to-consumer (B2C), business-to-business (B2B), and wholesale markets.
- Shared product catalog with TM Forum alignment: The catalog lets telecom and technical teams build, version, and manage bundled offers consistently.
- Seamless order orchestration: It helps operators manage order execution, validations, fallouts, and fulfillment steps in a coordinated way.
- Integration via standards and open APIs: Communications Cloud supports TM Forum–style APIs to reduce custom integration work with legacy systems.
- Embedded AI & automation: Through its CRM base, it enables data-driven insights, automation, and support enhancements.
These features make it possible to modernize operations without discarding existing infrastructure.
Pakistan’s Telecom Market Overview
Curious to know how Pakistan’s telecom market is evolving? Let’s take a quick look.
Pakistan’s telecom sector continues to grow steadily. According to the Pakistan Telecommunication Authority (PTA) Annual Report 2024, the country has around 193.4 million mobile users and about 2.6 million fixed-line subscribers. Broadband adoption has also increased sharply, rising from nearly 127 million in mid-2023 to 142.3 million users in 2024.
These results indicate steady growth in the sector’s overall earnings, even as per-user revenue levels remain modest compared with global benchmarks.
The Core Challenges
As the market grows, several challenges still stand in the way for Pakistan’s telecom operators. Let’s take a closer look.
Low ARPU and Revenue Pressure
The average revenue per user (ARPU) in Pakistan stood at Rs 302 per month for April–June 2024, up slightly from Rs 276 a year earlier. Despite this growth, Pakistan’s ARPU still lags behind regional markets, reflecting a highly price-sensitive environment that limits revenue expansion opportunities.
Regulatory & compliance burden
Operators must adhere to Quality of Service (QoS) regulations and performance audits enforced by the Pakistan Telecommunication Authority (PTA).
PTA continuously monitors service quality (QoS surveys) to hold providers accountable.
Service quality complaints & network gaps
In FY 2023–24, PTA reported 191,514 consumer complaints in telecom services, of which 99.3% were resolved.
The PTA has stated that 3G/4G services reach about 81% of the population. However, extending quality service and 5G infrastructure across rural and remote regions remains a significant challenge.
Declining Investment and Financial Constraints
Foreign direct investment (FDI) in Pakistan’s telecom sector dropped by 21% in FY 2023–24, falling to $46 million. In addition, total telecom sector investment also dipped slightly, from $770 million to $765 million.
How Salesforce Communications Cloud Helps
We’ve seen where telcos struggle, now let’s explore how Salesforce Communications Cloud turns these challenges into opportunities.
Low ARPU and Revenue Pressure
Salesforce Communications Cloud helps operators introduce new offers faster and target the right audience without major cost increases.
- The Enterprise Product Catalog (EPC) allows teams to design and manage bundled offers in one place, reducing time-to-market and operational costs.
- With Salesforce AI and CRM integration, telcos can analyze customer usage patterns to create personalized, value-driven offers rather than flat discounts.
Regulatory and Compliance Burden
Telecom regulations in Pakistan require strict compliance with audit trails, data retention, and tariff transparency. Communications Cloud helps meet these requirements through:
- Version-controlled catalogs that log every product, price, and eligibility change, making compliance easier to track.
- Configurable business rules that let operators adjust offers or tariffs without recoding systems when PTA regulations evolve.
Service Quality Complaints and Network Gaps
While Communications Cloud itself doesn’t improve network signals, it helps enhance customer experience through:
- A unified, AI-driven 360-degree customer view powered by Salesforce Agentforce provides agents with complete visibility of orders, tickets, and service history in one place.
- AI-powered agent assistance through Salesforce Service Cloud and Agentforce provides real-time guidance and next-step suggestions, helping agents resolve issues faster and improve customer satisfaction.
Declining Investment and Capital Constraints
Because Communications Cloud is a modular, cloud-based platform, operators can modernize gradually without replacing legacy systems. It supports TM Forum Open APIs, which allow integration with existing OSS/BSS infrastructure — reducing upfront costs.
Its automation and orchestration features help cut operational overhead, making modernization affordable even under capital pressure.
Final Word
Pakistan’s telecom sector is at a turning point. Growth is strong, but margins are thin. Customers expect more while paying the same. With 5G on the horizon, the pressure is real. Salesforce Communications Cloud helps telcos simplify y operations and grow without replacing what they already have.
Ready to explore?
Nespon can show you how Communications Cloud delivers faster activations, lower costs, and higher customer satisfaction in just 90 days.
