Telecom operators will say goodbye to the era of "extravagant soliciting"

Nowadays operators go into a misunderstanding, that is, to compete for marketing to replace the technology upgrade, a large number of users in fact still stay in the 2G era, but was fooled into 3G or 4G, and operators ignore the real technology upgrading and infrastructure, so that a large number of 3G users in the experience of lack of good feelings, but also directly to the 4G general no sense

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Wen/Zhang Shule

July 1 and 13th, Guangdong Baiyun Airport's two telecommunications lounges were quietly closed. In fact, the three major telecom operators of China Mobile, Chinese telecom and Unicom have closed the doors of at least 100 VIP halls in the airports and railway stations all over the country in recent years. However, this is only a corner of the telecoms operators ' big moves, and even more violent storms are behind them. Recently reported that the SASAC to the three operators issued a notice, demand in the next three years, a continuous annual reduction of 20% of marketing costs. According to the measurement, China Mobile Communications + three years will reduce marketing costs 24 billion yuan, three major operators three years total reduction in marketing costs more than 40 billion yuan.

In response to this trend, "China business daily" reporter Zhang Hui and the author had a conversation. Although the author's views are not necessarily correct, but also as a reference to the following list for your reference.

Foolish thought, the current operators into a misunderstanding, that is, to compete for marketing to replace the technology upgrade, a large number of users in fact still stay in the 2G era, but was fooled into 3G or 4G, and operators ignore the real technology upgrading and infrastructure, making a large number of 3G users experience lack of good feeling, Also directly let the user to 4G generally no sense. Nowadays 4G tide opens, through the relevant prohibitions, to control its marketing behavior, avoid the simple "soliciting" behavior, return to the influence of word of mouth is the right path. It is clear that telecom operators will have to bid farewell to the era of "extravagant soliciting", which has hit a lot of marketing costs.

Return to the communications industry in the big environment, now the three operators are facing the traditional business atrophy and the impact of OTT business, no one can survive this sidelines. If still blindly shouting slogans of the consumer, and not in the business of mining technology, its future is worrying.

It must be recognized that, in the 4G era, the telecom operators feel more OTT power, which in the 3G era of video calls, network TV and application services, and so on, by the Internet companies in various ways of OTT challenge. Ott will be more developed in the 4G era, and telecom operators ' past value-added services will be increasingly replaced.

In response to this trend, telecom operators need to strengthen their core competitiveness, one is the hardware services, improve coverage and stability, and give users a more diversified choice, the second is software services, using their own platform advantages, the Internet thinking to build a number of core applications to meet the challenges of OTT; Mobile games and other areas to expand. "Zhang Shule No.: zsl13973399819"

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