Telecom And China Unicom: Competing In The High-need "out" - Telecom, China Unicom, The

High-end market in mobile communications, China Telecom And China Unicom On the offensive

, compared to China Mobile Is more of a control them. Therefore, strategies should be used on long-term view, "a long line and catch a big fish", to avoid low-quality competition.

With the 3G market competition really kicked off in 2010, how to slice the first to market 3G, ARPU value is quite good for high-end customers has become the focus of the three major operators snatch. For China Telecom and China Unicom, which is inevitable in terms of choice, and how to attract more customers to switch mobile network's own stock, Telecom and China Unicom are many things to do.

Game terminal The first phase of 3G in the last battle, China Mobile TD face greatest weakness is that mobile terminals not rich, not enough to carry a number of business G3. With the mall on the line and the second half of MobileMarket large Ophone the end of the phone market, end the problem to a certain extent solved. But not long after the development of TD, terminal types, compared with a big gap between China Unicom and Telecom.

Seems Unicom and Telecom Industry spotted this weakness competitors, combined with their different strategies to take advantage of an offensive launched by the terminal. China Unicom end-stars with playing cards, this group up and down around the iPhone the most successful so far 3G mobile phone Spared the article. China Telecom Cooperation BlackBerry, push four-channel mobile phones, also set his sights on high-end people.

Not support terminal services and content, just as "make bricks without straw," is not enough to attract high-end user network. Fu-liang, industry experts, in telecommunications, Unicom, by virtue of the terminal to seize the high-end market, the rich and differentiated value-added services is essential.

New applications in the mobile Internet, although China Mobile's "MM" was first released, but China Telecom up quickly, "Tianyi Mall Space Applications" in the global recruitment partner, China Unicom is also planning "WOSTORE", and joined the call for a wide range of partners around the star terminal generous iPhone development for the Chinese market, value-added services. In fact, 3G network support its strong business development for the data provided a basis for such a chain is possible to provide high volume data services, 3G era is differentiated and personalized communication basis.

Maintain and enhance In an interview, an old C-Net users have complained about this with me, "Now go to C net later, I feel that services have not previously Unicom good time, and I was VIP users." Complaints from the users is not difficult to find high-value customers to maintain the need for Telecom and China Unicom.

Mobile business market as a relatively weak one, compared with China Mobile, Telecom and China Unicom in the mobile business, operating experience, brand impact and so a gap exists, and many high-value customers through lower rates, full Marketing Means of access is not based on their business or service based on a high degree of identity. In particular, users of China Telecom's Tianyi, a relatively shorter time in the network, lower brand loyalty. Therefore, Telecom and China Unicom should do to maintain the existing high-value customers work.

CRC-Pinnacle Consulting Co., Ltd. Various Surface consultant believes that China Telecom and China Unicom can focus on three areas to strengthen high-value users keep working. First of all, to enhance service to maintain. Maintenance services primarily through high-value customers for the various attributes, such as social property, to provide additional value-added services to meet customers, improve customer satisfaction. Secondly, through the bundling of enhanced viscosity. In particular, personal business and family business or government-enterprise business bundle, make full use of domestic market and the government-enterprise market advantages to enhance their user's sticky. Finally, to enhance user stickiness business strategy or means used. Such integration strategies, strategies for long-term cooperation agreement.

Various Surface stress, Mobile and China Unicom To enhance the value of non-high-value customers, users must first figure out the value of possible reasons to upgrade. "In general, user circle of life changes, resulting in their consumption habits, behavior and corresponding changes will occur, leading to its transformation into high-value users." Various Surface said, "The most common are university graduates, in its completion from changes in students to business people, most will become high-value customers. Also post promotion, the nature of such changes is the more common cause. "

by: gaga

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