Shanxi Mobile: Winning 3G marketing by the system

Communications industry reporter Igia 3G business makes the telecom market competition environment become more and more intense. In terms of business, the 3G provides a more flexible, diverse, personalized business and application; In business models, unimpressed is a more open system and a more complex value chain, which poses great challenges to operators in customer service and business management.　　Therefore, the operator for user analysis and data mining needs become more and more obvious, the background of the Business Analysis System (BASS) to become a successful 3G business operation of the basic guarantee. Shanxi Mobile, as the earliest operator to introduce BSS, after 10 years of practice, summed up a set of valuable experience from data analysis to mining to forming decision.　　Recently, the reporter interviewed the Shanxi mobile business Support System Department of statistical analysis room manager Wang Feng, he detailed introduced the bass for the Shaanxi movement brought about by the change. Decisive "lightweight" decision Shanxi Mobile from 2001 put forward the idea of the bass construction, 2002 began construction, during the Shanxi Mobile Deputy general manager Liu Yao Dai played a decisive role. Wang Feng said that Liu general manager is a love to dig data value of the people, he particularly value data analysis, especially the analysis of the data to talk about such analytical thinking and working mode.　　Many people call the bass the top project, and that's why bass can be implemented only if the leadership of the Enterprise truly recognizes the importance of data and data analysis. In the process of Shanxi mobile construction and the application of bass, great changes have taken place in the telecom market, especially the formal distribution of 3G licences, which makes the market competition environment more intense than before. "In the past, the mobile market was exploding, and the market would certainly have developed even without decision-making and marketing." And now users for the operator's requirements not only in the network and business, there are services. "Wang Feng said," such as a simple call display business, before, I can be bundled to sell to users, but now, the user's attention to privacy is increasing, some users do not want to call the display business. Therefore, the bass will have to synthesize a variety of factors to calculate the need for this business users, and eventually the business marketing to him.　　"This is the bass in the 3G era of the important role." Wang Feng believes that Bass's most important role is to help operators in the shortest possible time to make the right decision, that is, "lightweight" decision-making. "A lot of times, speed is the first task of decision-making, and bass on the business operations are targeted monitoring, early warning, tracking, the system in the first time automatically capture the market changes, and then the quickest way to the designated responsible person, so that he in the shortest possible time to learn about market changes." "Wang Feng raised an example of a bass-assisted" lightweight "decision. Some time in 2010, Jinzhong China Mobile's new number of users fell from 70% to 30%,bass soon found the move, and feedback to decision-making.　　7 days later, Shanxi Mobile has introduced a new marketing plan to curb this trend. Upgrade "slice" tubeIn order to further enhance precision marketing, Shanxi Mobile this year in the bass added to the "slice of the" management.　　The zoning management is to accurately map the regionalization, divide the different sections in the map, and determine the area manager's jurisdiction, which includes not only the jurisdiction of the existing customers, but also the excavation of the potential customers. In fact, the Shanxi Mobile bass system has a regionalization of the analysis of norms, but this specification is based on the base station or the base station of the Sector Division, not very scientific.　　Now the area management requires the field manager to inspect the customer's attributes and requirements, and to refine the management of the group customers.　　Wang Feng told reporters, "Chip" management system in Shanxi Mobile has been online two, not only to provide services to both customers, but also to the potential customers to comb and scramble. Shanxi Mobile BSS system has been working with Teradata Company, for why choose Teradata, Wang Feng said: "Teradata Data Warehouse system for processing large data volumes have a great advantage."　　"In 2010, Shanxi Mobile replaced the new Teradata Data Warehouse system version, the launch of the" slice "management is based on the new version of the geo-spatial system. Unstructured data analysis In addition to geospatial systems, Teradata provides support for unstructured data for the first time.　　Teradata China Telecom and postal industry general manager Li Hongjin told reporters that unstructured data is the click Stream, photos and other data, analysis of these data for the mobile internet age, grasp the user's behavior attribute is very important. In the past, unstructured data analysis was a no-go area for business intelligence systems, and Teradata acquired Asterdata to become a leader in the field. It is understood that not long ago, Teradata just signed a domestic online shopping mall customers, they are teradata and semi-structured data analysis ability is very important.