“Your monthly traffic enough?”
“In the past, one end of the month I will not use the mobile Internet, afraid of traffic over the now, I have to buy every end of a traffic package.”
Now, use the mobile Internet has become a lot of users, especially in the smart phone user habits. With the maturity of the mobile Internet and the massive popularity of smart phones, many users began to focus on mobile traffic problems: use the mobile Internet speed is not fast enough? Traffic charges are not reasonable? Related traffic alert service is not in place?
In addition, telecom operators, traffic management has become a current focus: China Telecom clearly to “focus on traffic management”, China Mobile chairman Wang stressed that “the data flow is not a scourge, but a new engine for revenue growth “China Unicom’s iPhone application is intended to guide the user through the use of the rich flow. Clearly, the shift from the traffic flow management operations, is the common choice of carriers.
However, traffic flow management is the management fee? High-traffic will be able to bring high income? Mobile Internet traffic carriers to bring the value in the end expression? How to make every bit of traffic to generate more value? These problems are telecom operators to improve traffic management must be thinking.
In fact, traffic management is not “selling traffic”, to stimulate the flow of large-scale users, but the basis for traffic management, the key is how to flow into the value of real profits for operators, rather than a lot of traffic impact network, the operator placed traffic soared, income did not rise up or asymmetric embarrassing situations. Therefore, operators must first be clear: we are not selling traffic!
So -
Sale terminal
When the industry is still under discussion, “the terminal is king” or “content is king” when the rapid rise of the intelligent terminal, with lightning speed control of the user and thus become an important force to control the industrial chain. We can say that the mobile Internet has been booming trend now, been widely used in data traffic, intelligent terminal is the most powerful “tonic.”
Since the date of iPhone into China, operators have recognized the strong and intelligent terminals attractive to customers. Therefore, operators began to change strategy. 2G era, the terminal operators to stay in the primary strategic focus on customization and quantity. Enter a new era of mobile Internet, to seize the star of the terminal, in-depth customization, development of low-cost terminal, as operators generally take.
Star attraction and appeal of smart terminals doubt. iPhone4S orders within 24 hours, more than a million, once again setting a record. According to media reports, iPhone4S parallel in Beijing offer up to 2 million, and the need to pay a deposit in order to see the goods. User enthusiasm is evident. After the official introduction of iPhone China Unicom, sought after by customers, and concentrated in areas of high-end users, the ARPU value of the contribution is very large.
Low-cost intelligent terminal operators to attract customers is magic. Although the rapid development of intelligent terminals, but the price is a higher threshold, blocking the majority of ordinary users. Therefore, operators and policy through financial subsidies to develop low-cost terminal, making the majority of ordinary users can enjoy mobile Internet services. For example, recently, China Telecom, a section of low-cost intelligent terminal, known as “the shortest time sales of over one million smart phones”, was also named the Shanghai Great World Guinness world record.
Vigorously support the development of intelligent terminals with synchronization, custom on operators in more depth. In the phone system level, the implantation of the operator’s various business and services to enhance user stickiness. It can be said, in the mobile Internet era, terminal operators pay more attention. Developing and adapting to the needs of end users, is one of the key operator effort. (Cong)
Business Case
Terminal to kick the iPhone, China Unicom to bring the first taste of the sweetness of the terminal star. Do not rely solely on the iPhone, China Unicom, the terminals through a multi-level customization strategy, vigorously develop the market. It is understood that China Unicom is committed to building quality high-end phones, while the full launch of 1,000 yuan large-screen smartphone. Has a core focus on the influence of custom, competitive flagship products, such as triple-core, and PSP games naked eye 3D mobile phones. China Unicom also pushing Wal-Phone, as a strategic-level star product.
As a strategic product, with the highest subsidies. It is reported that in 2011, Wal-Phone is expected to launch around 10 products, expected sales of 100 million units. To allow users to make better use of intelligent terminals, more than China Unicom business hall in 2300 to carry out “fertile wonderful experience” activities, explain to the user mobile phone operation, data usage, fertile 3G contract plans. Professional customer service staff for the users to install iPhone, Andrews, Saipan and other types of system applications, people have mobile phones for the user guidance. (Cong)
Sell services
“Selling products than to sell services”, these words by some companies as gospel truth. Although the actual market, this concept is not objective and comprehensive, but never shows a side of “service” of importance.
Compared to physical goods, services more invisible, more difficult to grasp, but once the good service and sell business services, then the benefits of the service is immeasurable, not only can significantly improve customer satisfaction, enhance product added value, and can effectively increase customer loyalty, enhance brand influence, resulting in more effective competition in the market to occupy the position.
In the era of 2G networks, telecom operators on the basis proposed by the traditional network operator to a modern integrated information service provider transformation strategies, aware of the value of service. When exposure to the 3G era, and is the occasion towards the 4G era, the rapid rise of mobile Internet applications, it is pushed to the service position of unprecedented importance.
Mobile Internet era, the user experience is key, and the corresponding user experience is the company’s services. In order to better service to enhance the user experience, many of the Internet giant for user comments and feedback given high priority, and those needs into timely product updates and design go. Thus, the telecom operators, mobile Internet market in order to occupy a favorable position, to do service, sales service, is essential.
Clearly, the telecom operators have already begun “selling services” in practice. The face of increasingly strong user demand for data services, the consumer experience to make the user more perfect, the three operators in the flow of several adjustments in the configuration package, introduced for different user needs appropriate for the package, while also providing timely flow reminder service, allowing users to better understand the consumer, controllable. The introduction of this service, has been widely recognized by users, potentially drive the business sales, enhance customer loyalty.
In addition to these basic routine services, telecom operators are bringing new technologies to explore new services launched. At present, relying on their own network resources, the three major telecom operators are planning and are promoting their own “cloud services”, open the information for the successful market for integrated information service providers lay the foundation for a smooth transition. (Fish)
Business Case
In the surging wave of cloud computing technology under the offer cloud services are becoming carriers endeavors. Back in 2007, China Mobile started the “big cloud Plan”, this program is to introduce the one hand, the internal IT systems to meet enterprise computing storage, high performance, low-cost, scalable, high-reliability requirements; more important aspect is the hope that through the integration of a variety of resources, for the majority of users, including cloud storage, backup, data query and other services, including new cloud services.
In 2011, China Mobile in the cloud on the initial success of exploration. In June, China Mobile launched MM cloud service plan, through an open Internet-based telecommunications capabilities, the ability of social gathering for developers, including copyright protection, LBS, etc. 7 operational capacity and 450 API, but also through investment, the ability of suppliers to provide for the promotion, sales, billing, settlement is divided into one-stop service system, work together to build the capacity of the mobile Internet industry ecosystem. (Fish)
Application to sell
On the surface, the user traffic consumption is, in essence, they are a wide variety of consumer services and applications. From another perspective, not the traffic operators to sell itself, but the flow carries a variety of applications. As long as your application rich enough, attractive enough, there will be more and more people use it, not only increase your traffic, and these flows will have a high value, can be transformed into more tangible benefits .
In fact, knew quite well the company has been a great success: Apple. Apple iPhone with its App Store, has successfully gathered a loyal base of “powder”, Apple did not even spend a penny for network expansion and optimization, it earned a lot of money, but yet the harm operators AT & T tragic: iPhone almost let AT & T’s data network is down! The lesson for telecom operators, the meaning is: Do not use more and more user traffic and stalled, this is actually the foundation to carry out traffic management, our real purpose is to, like, like Apple’s App Store, by diversifying , a competitive application to gather user has trained a large number of loyal users, and then continually tap the needs of users, the demand into products, the products into profits. The products mentioned here, it refers to the value of high flow applications.
So, how to design the application of high flow value? On the one hand, operators need to be aware, high-flow value of mobile Internet applications must be in line with the law, and entered the field as the traditional telecom operators do not have too many advantages, therefore, to develop more popular mobile Internet applications, we must cultivate the Internet thinking, with an open mind, change their own institutional mechanisms, and application providers, advertisers, and other terminal manufacturers working closely; the other hand, the mobile Internet applications with significant “tail” feature, with the increasing use of user traffic, will continue to produce new applications, operators need to have a good platform for these long tail applications presented to the user before continuing. We see that telecom operators have already started trying in this regard, China Mobile’s MM, China Telecom Tianyi space, China Unicom’s fertile stores are carriers through cooperation, open another application to create a platform for applications on these platforms, is the income will flow into the real “weapon.” (Mei Ling)
Business Case
China Telecom in mid-year financial report released last year, when the general manager of Ping made it clear: “We will further highlight the concept of Internet phone, focused traffic management, intelligent pipelines and open platform for social good with a wide range of Internet content providers, core integrators and other industry application to cheap TAG Heuer Watches carry out in-depth cooperation. “focus on traffic management, become an important focus of China Telecom, while the layout of the eight previous application base: love music base in Guangdong, Zhejiang Tianyi reading base, base video Shanghai, Jiangsu game base, animation base in Fujian, Jiangsu Wuxi things base, Chengdu, Sichuan Tianyi space base, Zhejiang collaborative communications base, the objective is to foster the appropriate traffic management services and applications.
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