China Mobile, why do users want to go to you?

At present, the telecom industry in China is in a fierce transition, and one of its main contradictions is that the traditional voice income still occupies a larger proportion. The rapid development of mobile Internet and intelligent terminals has brought the rapid growth of traffic to telecom operators, but as the key index to determine the success of the transformation, "flow income ratio" has not reached the corresponding proportion. The challenge is even more severe for China Mobile.

1, traffic management problem is too rough

Speech has always been the play of the business. In customer segmentation and services, the lack of excellence in the flow of services products, traffic management for most of the time in the rough, or even a bit neglected to taste. According to China Mobile's 2013-year interim earnings, its wireless internet revenues accounted for 16.6% of the revenue from communications services, to 47.4 billion yuan, especially its 3G network utilization of 361,000 base stations reached only 25%. In the period from 3G to 4G, obviously, for China Mobile, the need for the 3G network of intensive cultivation, more value to play 3G network "stock management" in the flow of operation.

2, 3G is the basis, the need for new flow tariff products to activate the user

To observe the whole telecom industry, in the tariff structure of flow products, to enhance the user mobile Internet perception and experience of low tariff large flow packet design as the main mainstream. In this regard, China Mobile has a lot of places to learn telecom and Unicom.

In the operation of the 3G network, China Telecom has already launched a 30-yuan flow card and 10-yuan flow card, the flow card as the main means of stimulating user flow consumption; China Unicom has 20 yuan with 100M traffic capping network chat card, give users more free choice.

And China Mobile recently in order to make up for deficiencies, in the Guangdong region launched two, respectively, 9 Yuan 3G traffic cards and 29-yuan network chat card main traffic user card. Flow card and network chat card tariff structure design, the most notable feature is the main 3G traffic "random play" characteristics. In other words, to allow users to put down the psychological burden of the flow of consumption. Therefore, whether it is 29 Yuan network chat card a year 30G of large flow packet, or 9 yuan traffic card monthly flow of at least 300M of traffic packets, the core point of departure or want to increase the user's activity through the large flow package, increasing user stickiness. Of course, but also in order to make use of low utilization of 3G network, to activate the user's flow consumption desire.

At present this point of view, 3G network traffic consumption has no bottleneck. TD Intelligent terminals in both quality and quantity have broken through the bottleneck of the initial development, entered a new period.

For China Mobile, the more urgent problem to be solved is the problem of tariff structure, from paying attention to the tariff structure of voice pay attention to the change of tariff structure, to provide users with more choice of flow rate card to solve the problem of a solution.

3, 4G and "and" brand, unified customer brand, must bear the cost of transfer to the application

And, not only to China Mobile to bring a brand, but also means that China Mobile's focus to the 3G and 4G of the application of the operation of the transfer.

Li, China Mobile's president, recently announced that 4G has a higher capacity to load, is 3G times more than 10 times times, 4G technology cost is lower, is 3G 1/4 to 1/3. In other words, China Mobile will enter a long period of 4G and 3G coexistence. With the upcoming 4G licensing, and the launch of China Mobile's new brand logo "and", the traditional global action zone of the three major customer brands will gradually weaken, which requires the flow of the center of gravity needs to be transferred to 3G and 4G applications.

Especially in the 4G flow management, flow-type tariff products may appear more to meet the needs of different users. It is noteworthy that mobile in the Guangdong region of the new two flow tariff products, and its competitors, in particular, its 9-dollar flow card, but also to provide users with 16G of network storage space, compared to the simple flow rate of price, to give users the network space, obviously can promote the user's stickiness to the application transfer, For example, users may be more to the network space transmission photos, stimulate the user's traffic consumption.

Dilute the original customer brand, this is China Mobile strong push unified brand has to pay no price. This cost requires similar network chat card, flow card, large flow packet 4G flow package, become the traffic management era in the mobile market mainstream products.

Traffic management problem, in the final analysis, is a market segmentation and excellence process, despite the flow of operating slogans shouted loud, although the flow of business every day hanging at all levels of the mouth of operators, but we look at the flow of products around the type and quantity, and the big development is the voice package of the kind and quantity, we know Flow Management is far from the point of intensive cultivation. For China Mobile, 3G network traffic activation, the new 4G network experience, as well as the new brand of integration, to the application of innovation in the thinking mode of change, are not overnight.