Seven strategies for mobile operator Mobile internet operation

Mobile Internet "Seven Swords" under the Tianshan Mountains
--Suggestions for mobile operators ' mobile internet operation strategy

In the interview with the chief editor of the Hope Newsletter, Zhou Chief asked a question: Chen, combined with your previous training and consulting experience for communication operators, how do mobile operators do a good job in mobile internet business?

This is a very good question, is also a very big topic, because in this mobile operator dominates the mobile internet industry chain pattern, the mobile operator any movement all will affect the entire ecology, affects our country mobile Internet development speed and the direction.

From the perspective of a mobile phone user and communications consultant, I talked about seven points, not very systematic and in-depth, I would say "mobile internet seven sword under the Tianshan Mountains", the following is an overview of the interview. (Specific content will be published in the "Hope Newsletter")

The first sword: speed up the media of mobile phone (positioning strategy). Why speed up the process of mobile phone media? Because the handset media can achieve "three wins", the handset Internet user, the merchant, moves. 600 million mobile phone users nationwide, mobile advertising can be "focus, orientation, interaction, easy tracking Assessment", its advertising value than CCTV is also high, this is a huge market for mobile operators, this is the majority of enterprises favored propaganda positions! In the age of mobile media, phone calls are free, and mobile internet business is free, just as we now watch TV and read newspapers. Only a few are charged, like pay TV. Although Mr Wang has put forward the concept of "cell phone media" on many occasions at home and abroad, Zhuo Hope will also make mobile media as one of the main directions for future business development, but the current mobile "cell phone media" speed is too slow. In order to realize the media strategy, we must vigorously renovate the "spam message" and create a good environment for the media process. Radical change in the mobile phone user's brain "spam SMS = Mobile advertising" deep-rooted consciousness. "You hurt me, not a smile, you have to completely repent!"

The second sword: accelerate the socialization of the platform, the initiative to pull down the wall, the world will be larger (platform strategy). "Socialization" is a great success point for the reform of the mobile management system, such as socialized employment system, social sales channel, "socialization" has made a contribution to the rapid development of mobile! What about the eco-circle of mobile internet? Need socialization more. If the mobile operator still tightly grasp the sand, it will be empty-handed! The best state of socialization is UGC and USC, that is, consumer production content and consumer sales content (see blog "Mobile Internet content marketing 2U model"). The essence of socialization is openness and innovation. Socialization of the focus is "rapid integration of Internet resources, the cultivation of a high-quality SP, CP team."

The third sword: reduce traffic and information fees, improve the national communication rights! (Price strategy) "can be free of charge, not for free low fees." At present, most mobile phone users have the ability to buy mobile internet business, but also have the desire to buy, but the effective demand is insufficient, that is "affordable, useful, but I just do not buy!" , because people's psychological expectations of mobile internet tariffs are low. The Internet is free, why is it necessary to charge for mobile phone? Why broadband can be unlimited monthly traffic, and the mobile phone is really so high flow fee? High flow fee and information fee are the main reasons that hinder the development of mobile internet in China. With the restructuring of telecommunications, the opening up of the telecommunications market and the implementation of the Anti-Monopoly law, I think that all kinds of telecom tariffs will have a big drop in 09.

Four swords: Product diversification (product/content), my point: Now "mobile data business is not too much, but too little." Because the data business is not sold to salespersons and account managers, it needs to be sold through a vast internet and a larger mobile internet. "Small-audience" era has come, only a more diversified, more personalized mobile internet products, can produce a "long tail effect." Mobile operators will be in the future to play two kinds of roles: media and channels, but to do a good job in the media and channels, the premise is that there must be rich content, such as content integrators, content of Wal-Mart. The first stage is to integrate the vast content of the Internet, now is the golden opportunity; the second stage is to integrate the "manageable" content of the wide grid, which requires a two net integration, and requires both sides to change the "Matthew" mentality, that is, "hit all, win-take-all" mentality. The third stage is the integration of user creativity and productivity, user production content UGC mode, hundreds of millions of of users are mobile operators the most valuable resources, these users canglongwohu, there are scientists, writers, artists, students and so on, they are the content of consumers, but also the largest creators of content, will also be the content of the seller USC mode. Build a huge content production system and content sales system by integrating hundreds of millions of of users ' ideas through mobile internet and a set of incentive and content management platforms. The UGC&USC-2U model is the ideal condition for future mobile Internet content operations.

The Sword: Speed up the channel electronic (channel strategy), this is to produce "long Tail effect" foundation, the Internet is a huge sales channel, mobile network is a huge sales channel. Channel for the King, mobile operators to do a good job of data sales must use these two "Ace"! Consumer sales content USC mode will be the best mode of mobile Internet content marketing.

Sixth Sword: Speed up the customization of the mobile phone (client/terminal), 1, customized mobile phone promotion strategy is "stored data business fee + bundle" mode or "prepaid phone + bundle data business"? This is the "voice business-centric" or "data business-centric" difference, the existence of customized mobile phone operators in order to obtain the mobile Internet business, 2, to enhance the degree of customization is customized rather than built; 3, custom mobile phone free and low price, Mobile operators sell custom phones not to make a profit on mobile phones, but as a tool and channel for making money on mobile internet. Control the terminal, control the mobile Internet entrance! Many city companies in order to complete the KPI index, will often violate the group of "customized mobile phone" long-term strategic purpose, and take short-term benefits behavior.

The Seventh Sword: Sim Real-Name (Customer/sim card), this is the mobile Internet is different from the Internet, one of the fundamental attributes, this is the fine blood of mobile internet, this is the construction of a mobile internet can be managed by a solid foundation, which is to realize the foundation of the national information. Wenchuan 512 earthquake, I published in the Sadie Network "by the Wenchuan earthquake triggered by the mobile Internet development thinking" article has this view: "Each cell phone or SIM card represents a real identifiable person, a social relationship, is the extension of human life." SIM card data can include name, birthplace, ID number, home address, social relations, health status, case history, photos and other basic user information. So in a disaster emergency, whether the victim is in a coma, death, disfigurement, as long as his mobile phone can be used, you can read the user's basic data through the SIM, so as to improve the victims of the identification and rescue efficiency! The operator can fill in the complete degree by the user basic information, the way that encourages the handset user to fill in the real information, simultaneously expands the identity system function application, in order to benefit the application to pull the demand, impels the handset real-name real name and the SIM card personal basic information integration. ”

Seven swords under the Tianshan, will be in the mobile internet martial Arts in the interpretation of what kind of legend?

The above is only part of the interview summary, see "Zhuo Wang Newsletter" 25.

Challons Communication Mobile Internet Division Chen Jinyong

2008.8.3 4:28 in Shenzhen, Guangdong (Chen Jinyong Mobile internet Research http://www.joyz.net.cn/msn:my5u@hotmail.com

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