Operator Melee Campus: Every new user is a net benefit

Cheng Jurong "admitted to Peking University is not easy, the telecommunications cell phone radiation Low"-September 7 afternoon, a part of the netizen evaluation as "shocking" advertising language, posted in Beijing University campus famous "Triangle." As a gathering place for campus information release, "Triangle" is one of the most concentrated areas in the school.　　For this reason, the "triangle" has become a battleground for telecom operators trying to expand the student market in Peking University. Advertising language of the flanking, is Beijing Telecom located at the University campus promotion point.　　Less than 10 meters away, Beijing mobile "dynamic Zone" promotional activities are also arrayed, the scene of the promotional staff, and every new opportunity to close to the new--to the far away from Beijing's "students", the replacement of mobile phone cards, become "necessary action"-they are about to become a new area of telecom operators, another additional users. There is no competition outside the campus. In Beijing metro line Line 4, Beijing Mobile "dynamic zone" and Beijing Telecom "Tianyi Campus package" billboard staggered appearance.　　People familiar with the matter said that the line Line 4 Avenue Zhongguancun, where the advertising fee is not expensive, even if the operators still do not hesitate to cost. Relatively high advertising investment, the Line 4 line of the potential market is more available-from the south to the north, the National University, North, NPC, Peking University, Tsinghua all Route Line 4 line.　　For the operators vying for the campus market, this is another important battlefield outside the campus. "Every year's freshman promotion, is our annual marketing plays."　　"China Mobile, a branch of the marketing director frankly, now the campus market competition is tragic." Behind the scramble for the campus market is a slowdown in the growth of the China Mobile user market. In 2009, China's mobile phone 105 million new users, compared with 2008 nearly 90 million new users, the increase of tens of millions of households. "The slowdown in the number of new users will be a big trend and will continue for some time to come."　　"Telecom industry Experts Liang analysis, in this context, the campus market is a rare new market." More strategically, in the face of the beginning of the curtain of the Chinese 3G market, college students are undoubtedly the largest 3G high-end market potential users. "Scramble for the campus market, in a sense, is the layout of the future.　　"The operators are blunt. Deep bundle August Middle, after the long summer vacation after the college entrance examination, home in Jieyang Osamu (alias), wait until the admission notice in a university in Guangzhou.　　But unexpectedly, the notice is sandwiched with a Guangzhou mobile gift of "dynamic zone" mobile phone number, and accompanied by 55 Yuan bill. For the upcoming University of Guangzhou Osamu, the replacement of a telephone card in Guangzhou, already in its plan.　　After the University of Guangzhou to report, Osamu immediately changed to send the "new number." "Our New Year, all in the admission notice, received a gift of the ' dynamic zone ' the number." Osamu told reporters, it makes them very convenient, "I think it's good, anyway we have to change the number, and do not have to spend money." But there is another interpretation on the other side of the market. When Osamu wandered the university campus, it was found that comparedCompared with telecom and Unicom's vigorous promotion, mobile this time "quiet a lot".　　Despite telecoms and Unicom's push for promotions, it has scored few new users. "The students in our class, basically changed the number directly to become mobile users."　　Osamu told reporters. This reporter learned that, in addition to mobile, telecommunications and unicom in various branches, in this year's new students also took the admission notice of the marketing method.　　But this is only the first step in attracting new entrants. The more intense scramble is in the depth of the student user's bundle. "Although the operators for the campus market package is relatively favorable, but the voice business based business model, the user's stickiness is not too high."　　Liang, a telecom industry expert, believes that the "deep bundle" of campus business and students ' learning life becomes a new trend for operators to compete for campus market. This reporter received a Guangzhou unicom for a university's promotional list shows: "Dear students, sent to your hands of China Unicom mobile phone number card for you in school during the school information with the corresponding number." Information about the school (including student activities, examination information, employment information, etc.) will be sent to this number through the school information platform. "Through the depth of the bundle, the operator into the student's study and life." Other operators are even harder to get access. "Liang analysis, different from other commodity sales, the exclusivity of telecommunications goods is strong," especially student groups, it is difficult to become a number of operators at the same time users. "Mentioned above, a company in the campus promotion of the operators have exclusive desire, but some schools are based on this, has included the charging of admission fees, including the right to rent claims:" Both sides of the role of the campus market competition is both complex and tragic.　　"Low cost marketing?"　　The low price of the campus market has become one of the focuses of the industry. This reporter learned that in Guangdong, some of the freshmen reporting period, Guangdong Unicom even played a "charge 50 yuan to send 500 yuan Bill" "100 yuan to send 800 yuan charge" of the substantial concessions.　　And in the Beijing market, Beijing Telecom even launched in the campus, long-distance telephone integration 0.1 yuan/minute super low discount. The student market, as a low-income group, is a very sensitive part of the price elasticity.　　"China Mobile insiders told reporters that the competition for the campus market, the most important among several operators is the price, for themselves, that is, who can reduce profits to the lowest."　　But this is still the appearance of the problem, according to our correspondent understand that mobile business operation specific cost and income model, perhaps operators regardless of cost "hand-to-hand" campus market behind the support. "For the base station network has covered a certain area, its cost investment is relatively fixed."　　"Telecom Expert Liang analysis, different from fixed-line services, in a fixed wireless area, and not because of the addition of new mobile phone users, and increase the corresponding costs." "From an operational standpoint, every new user we add is almost pure revenue." "The above transportBusiness people say bluntly, "for the so-called low price promotion, there is only the problem of earning less, and there is no loss." "But in the real campus market, the high cost of physical promotion, but also let operators face a certain cost pressure." This reporter visited a number of Beijing colleges and universities found that the operator campus promotion point is a gift clouds.　　In addition to regular phone calls, there are bicycles, mobile hard drives, electric fans, Bluetooth headsets, such as the value of in-kind gifts. "Our annual cost of physical gifts increases year by year." "The operators are blunt, and several operators are competing with each other," he said.　　"Competition for incremental market tragic price fight, from the overall dilution of the campus market profits." A close to Guangdong mobile industry personage discloses, in Guangzhou Area University student group, the ARPU value (each household monthly income contribution) about 50 yuan.　　According to China Mobile 2009 Annual Report disclosed that the 2009 China Mobile user ARPU value average of 77 yuan. "In the present market situation, the student group to the operator's profit contribution is very limited." "Guangdong Mobile, a branch of the analysis, in addition to the students themselves belong to the low consumer population, but also with the overall number of students," student users generally less than one-fifteenth of the number of users in the area.　　"Even though the campus market is not the" milk of profit "at the moment, the competition for operators has not diminished. "From the new number of mobile users, the trend is slowing."　　"The above analysis of China Mobile insiders, and in the competition among the operators, the development and contention for new users, without exception to become the operator of the market to promote one of the first strategy."　　Under this background, because the university student group's study in different places, produces the increment market, very naturally becomes the focal point which each operators compete. Not only this, the competition for the campus market, but also for the operator's future 3G business lay the groundwork. It is noteworthy that since 2009, three operators in the campus promotion, have begun to promote the data business consciously.　　For example, in this year's Beijing Telecom campus package, all include Internet traffic, WiFi time, and for promotional gifts of mobile phones, are 3G mobile phones. "Although students belong to a low consumer group, they are very willing to try new applications." "China Mobile insiders told reporters that the development of student markets to focus more on the future market cultivation," the formation of a carrier to rely on the use of the future market is very important to continue. ”