3G Marketing The victory of the first war is the triumph of "fool"

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Japan launched 3G Services as early as October 2001, and by the end of last 2008, hundreds of countries globally had issued 3G licences, with 6.7 billion of 3G users worldwide, which could be said to be a mature technology. Although China belongs to the late launch of the 3G country, but now the three major operators are facing a little difficulty.

The problems faced by the three major Chinese operators are indeed complex, and they may include 2G, 3G, landline, mobile internet, wired broadband, wireless broadband, applications, content and other services. Operators want every business to allow consumers to accept the bill, so we see a barrage of ads, plausible new term, a mix of packages. So consumers are puzzled-"Why 3G brings us is not convenient life, but a complex choice problem?", it seems that Chinese operators have to be recognized by consumers, there are many places to learn.

The experience of the 3G War in Japan

As the first country to develop the 3G industry, the Japanese operator's strategy really deserves our study and thinking. Japan's first launch of the 3G network is the NTT DoCoMo Company's "Foma" and Kddi Company's "au", two companies different development strategies and win-lose results, can bring us a lot of thinking.

Foma initially in the media that it is the world's first 3G network, and a large number of promotional 3G advantages, the result of the consumer is full of expectations. However, due to insufficient preparation, DoCoMo in the launch of FOMA service, with high expectations but low experience user experience, so that foma from the commercial, has been criticized by consumers for several years, not only affected the company image, profit, and postponed the user conversion speed, Until now this bad impression is still in the hearts of many users.

KDDI's au approach is much more sophisticated, AU from the beginning did not specifically emphasize its 3G this matter, but the use of "fool-type Marketing" to different types of consumers to provide a variety of popular applications, content and services. For example: the introduction of mobile phone ringtones, film clips, weather updates, music charts and other services, and customized a variety of personalized services to the mobile phone, a swoop to seize the young market. KDDI let 2G consumers unknowingly upgrade to the AU 3G, the number of users, conversion rate is also leading the NTT DoCoMo for several years, become the first to taste 3G rich fruit of the enterprise.

The triumph of the Fool-type marketing

The analysis of KDDI's AU victory is simply summed up in their "fool-like marketing". Consumers are not fools, but need simple and simple reasons to impress them. They do not need to know what is TD-SCDMA, WCDMA, CDMA2000, they do not need to spend time comparing which 3G network is more advanced, our operators just tell consumers that you need this service. Even tell consumers that you can't live without this kind of service.

The current situation of China Mobile is a bit like the NTT DoCoMo, are the world's first launch of the new system, have a huge 2G user base, have a very good user Service evaluation, China Mobile needs to quickly solve the network coverage problem, fear is only consumer rebound and negative news reports, Lead to situations that are difficult to control.

China Telecom recently a series of marketing strategies, but is a "fool-type Marketing" a useful attempt. In the publicity, China Telecom did not mention the 3G complex concept, do not weave 3G dream, to avoid excessive contact with the 3G of consumers to produce "aesthetic fatigue." China Telecom's latest market move is the introduction of a special maternity brand "good rhyme", the first pregnant women into the target consumers-are you pregnant? Want to avoid the radiation of the mobile phone to cause harm to the baby? Then use China Telecom "good rhyme Pass" pregnant women dedicated mobile phone bar. "Good rhyme Pass" product demand simple and clear, targeted consumers, and let them nowhere to escape, this is "fool-type Marketing" the essence.

A marketing battle for 3G users has quietly begun. Telecom Marketing is one of the most difficult marketing in the market, because the main content of telecom marketing is service, and it is a collection of multiple single services. How to assemble these services, operators should first see the type of consumer behind these services, telling consumers, with the simplest and most powerful reasons, that you have to use these services. If you forget this purpose, only to promote a single service, it will become a "bear sticks", the promotion of a service, consumers have already forgotten the last service. From the psychological and sociological research results also show that the pace of life of modern people more and more quickly, "lazy" also more and more, "fool" has become a large number of industry marketing in a development trend, said that 3G marketing first victory is "Fool" Victory!