Pakistan’s telecom market continues to experience shifting dynamics as new data from Pakistan Telecommunication Authority (PTA) reveals that Telenor Pakistan’s market share has slipped steadily over the past year. According to official figures, the operator’s share fell from 22.83 percent in September 2024 to 21.88 percent in June 2025, and then marginally further to 21.83 percent by July 2025. This trend underscores the growing challenges faced by Telenor as rival operators consolidate their positions and intensify competition. Jazz maintains its position as the market leader with a 37.15 percent share as of July 2025, followed by Zong at 26.36 percent, Telenor at 21.83 percent, and Ufone at 13.67 percent. SCO holds approximately one percent of the market.
Industry observers note that Telenor’s decline reflects a combination of factors, including aggressive pricing strategies by competitors, enhanced network investments from rivals, and uncertainty over its long-term plans in Pakistan. The company’s planned merger with PTCL, which was designed to create a stronger second player capable of challenging Jazz’s dominance, has been slowed by regulatory hurdles and pending approvals. A senior industry executive commenting on the matter said the prolonged uncertainty is eroding Telenor’s ability to defend its market base and retain customers amid stiff competition.
As Zong continues to build its share and Ufone records incremental growth, the competitive pressure on Telenor is mounting. Analysts point to Zong’s steady gains, reaching 26.36 percent market share, as evidence of its successful customer acquisition strategies and network expansion efforts. In contrast, Telenor’s performance has been further complicated by delays surrounding the PTCL merger process, which was expected to provide operational synergies, expanded coverage, and a stronger combined market presence to better compete against the market leader.
Experts warn that unless the PTCL–Telenor merger moves forward soon, the operator may face further erosion of both revenue and market standing. With regulatory approvals still pending, uncertainty persists over when the merger will be finalized and how quickly the combined entity can begin to benefit from its scale. This situation underscores the increasingly competitive nature of Pakistan’s mobile services sector, where customer loyalty and market share can shift rapidly in response to pricing, network quality, and strategic alliances.
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