China Mobile officially launches new business main brand

December 18, China Mobile officially released a new business main brand "and", its choice in the 4G licensing after the global partner conference point of Time to release the commercial main brand, indicating that China Mobile wants to take the opportunity to reshape the 4G era, to create a new brand awareness, and ultimately in the 4G business to win more users.

At this point, the main brands of China's three major operators: "Sky Wing", "Wo", "and" all appear, some netizens jokingly, later mentioned China's three major telecom operators, you can use the "Sky Wing and Wo" summed up. China Telecom's "Sky Wing" and the "Wo" is the "world" in the early 3G era has been released, into the 4G era will continue to follow. China Telecom recently launched its "Sky Wing 4G", and put forward "faster and better, better soon to begin", and China Unicom also in a number of propaganda mentioned "4G era, wonderful still in the world", plus China Mobile has been in the advertisement to emphasize the "fast people one step", watching the Battle of 4G users is about to start.

In fact, the three major operators know that the advent of 4G means that the changes in the industrial structure, means that the telecom operators market reshuffle. So three of them are playing their own wishful thinking, and their own mixed with worry, we analyze each.

China Mobile, a company that has been losing a lot of users in the 3G era, is cheering for the arrival of 4G. It's rich, it's full of it, it wants to get the user's approval, it wants to let the authorities see its own improvement, it believes that 4 G is a huge opportunity to eliminate many of the past obstacles, it is difficult to suppress the joy of emotion in the 4G propaganda, is "fast people step", Perhaps only the internal staff of China Mobile can appreciate the pride that this slogan brings. China Mobile in the 4G to do their homework, whether it is a commercial trial of the network, or with the end of the manufacturer, including cooperation with Apple, large-scale trial commercial development reflects its "fast people one step" of the momentum and determination.

However, China Mobile in a high-profile push 4G, should be aware of: first, the network coverage, optimization is not a perfect overnight, if the excessive publicity and network real experience to form a strong contrast, will have a negative impact on their own, which has been part of the test commercial areas have performance; In the early 4G network needs and 3G, 2G common service users, but it can be said that China Mobile's 3G network is not valid to supplement the 4G; again, the 4G traffic consumption is huge, the backbone of the network rental costs to enhance its operating costs, flow prices do not prevail 4G to change the way. China Mobile seize the opportunity to launch the commercial main brand, using such a strategy, hope that through image changes to obtain the user's recognition, so that users of China Mobile 4G create a new sense, so as to achieve the purpose of robbing users, do not know the effect.

Then look at China Unicom, although the technology can be smoothly upgraded to LTE FDD, but first there is no FDD license plate so can not do construction, followed by 4G construction means that it can not afford to invest, and again the higher authority of the Department of the 4G industry driven to do with a very high value, The other 4 G is the biggest keyword that can provoke a user's excitement. So using a strategy that can bring the 3G network extended value, but also to play 4G, that is: the "high value" of the 4G "" throw "4G is not revolution" argument, and hinted that the theoretical rate of the 3G in Europe is equivalent to 4G. Through this strategy, it hides its own 4G investment, and by the way sell their 3G.

China Telecom is not so tangled, because it does not exist 3G direct upgrade 4G fantasy, the face of competition only to spend money to build 4G network, the real preparation for war, and its magnificent, completely from a few days ago, "Days Wing 4G" brand appearance, in the country nearly hundred city core business circle of the sky-wing 4G smiling baby image, There is an airship parade in the sky, the ground has a car beauty, online hair microblogging activities, "China good voice" students through micro-blog, easy to trust. Propaganda lively at the same time, 4G network built also a moment non-stop, try commercial friendly user recruitment began preparation, a great deal of 4G who momentum. And this momentum behind, also hid the careful calculation of China Telecom, the first is how to rationally use its effort to build a 3G network to win the 4G war, the current China Telecom in the hands of the best in the domestic 3G network, this advantage it will not ignore, especially in the 4G net built early, 4G, 3G Complementary services should be its playing a card. In addition, China Telecom's fixed-network advantages also reflected in the 4G era, 4G large flow application of the back end, is the backbone of the network in support, China Telecom why dare to brush everywhere advertising, people hand in the backbone of the network in the 4G era that is money AH. Therefore, China Telecom hopes to be the pursuit of the 4G era, it does have its advantages.

In short, no matter how the three major operators layout, its purpose is only one, is the development of 4G users. And as a user can actually slightly ann not dry, not to be dazzled by the publicity, 4G, after all just started, distance network, terminals, applications are ripe for a period of time. At the same time, three telecom operators have not fully launched the service details, as the user around for rational. Just like to see an imported 3D blockbuster, do not rush to buy CDs, or wait for the domestic release to the cinema to enjoy the IMAX version, is to enjoy.