Operators to "recharge back to Hua Fei" activities and recommendations
Also to the end of the year, "top back to Hua Fei" without any intent to become the top three operators Marketing Focus. Beijing Mobile's three brands can participate in activities and to extend the processing cycle; Beijing Unicom Users only need to recharge more than 50, you can receive points in the second month on the return of gifts ; Beijing Telecom has also launched 3G mobile phone Network subsidy policy, the user only a certain amount of stored telephone bill for and commitment to two years in the network, you can receive with the stored value of close to 1 Huafei 3G Mobile .
The surface, "top back to Hua Fei" is a continuation of a price war, the return of distance or the equivalent of giving the phone to the user appears to lower the tariff, but the three operators also proposed the "return of the monthly", "minimum consumption "," committed to net "additional requirements. That is, users wishing to obtain the return of the bill, they must be paid by the operator, "binding" on consumer spending and increase costs. Therefore, from the user's point of view, with operators, "binding" is a passive, forced to act, and will not improve customer satisfaction and loyalty. When the operator's network, services, charges, or even promotions, no competitive advantage, the user will choose to switch networks. Thus, "top back to Hua Fei" the utility?? Reduce churn, only limited activities in the period.
To October 2009, China Mobile Communicate The number of users has reached 729 million, the market has become saturated, additional space is limited. ARPU to gradually lower the value of the environment, operators to achieve revenue growth, is bound to intensify competition for the user. The world's leading growth consulting company Frost & Sullivan believes that to maintain long-term users, operators need to be user-centric, that is, each sub-user groups for specific needs, the design of the user to maintain differentiation strategy.
High-end users, primarily business groups in the main. This part of the user charges for discounts, promotional measures are not very much value and will not be actively involved in processing, "top back to Hua Fei" activities for this part of the group less attractive, the current tariff level is relatively high but has most of China Mobile The end user is the best proof; They based service quality, customer service efficiency, handling processes, and differentiated services are concerned, while the higher cost of network transfer. Therefore, this part of the user's maintenance work, focus is not on discount rates, but in the service upgrade. For example, the upgrade of the telephone customer service uptake rates, counters Arranging priority, the club members value-added services. In addition, play a full-service advantages, the high-end users with a more convenient unified billing, unified billing services were able to improve customer satisfaction.
Intermediate layer user, mainly working-class and student groups in the main. This part of the user charges for discounts, promotional measures are active, "top back to Hua Fei," the effect of the activities in this part of the concentrated expression of the user groups; the same time, this part of the user for various data applications using a higher degree of interest and acceptance, but also have a certain ability to pay. Therefore, this part of the user, on the one hand to strengthen the tariff category of promotional activities, the net duration for the user to set incentive plans. For example, users in the nets covered two years, the third year of implementation of SMS tariff discounts; CRBT service users for one year, presented the second year of ringtones and other musical products. On the other hand should be giving all kinds of packaged data applications, Internet traffic, providing all kinds of new products, free trial. For example, gift and phone number to the user's mailbox bound business class instant messaging service, users can increase the viscosity middle layer to enhance the cost of network transfer.
Low-end users, mainly migrant workers, rural users, mainly the elderly and the minor number. This part of the user rates and promotions for the highly sensitive, switch network, low cost, low loyalty. They will be "top back to Hua Fei," the stimulus, compared with the different operators, promotional efforts, the final choice in the best interests of the promotion. Therefore, this part of the user's user maintain the high degree of difficulty, to maintain the value of small but easy to incite defection. Competitors should always be concerned about the promotion, design a more favorable promotions.
Different levels of users to "recharge back to Hua Fei" activities of concern about the
Different levels of users to "recharge back to Hua Fei" activities of concern about the
Chart Source: Frost & Sullivan Frost & Sullivan Company Global growth consulting company Frost & Sullivan, helping customers to accelerate the pace of business growth, achieve industry growth, innovation, leading the benchmark position. Frost & Sullivan's Growth system services, and Frost & Sullivan Best Practices Award for CEO and grew the team to help develop, evaluate and implement effective growth strategies. 45 years, Frost & Sullivan has over six continents in more than 40 offices, for the Global 1000 companies, emerging businesses and the investment community by providing a reliable market and strategic advisory services.
Frost & Sullivan consulting firm Information and Communication Technology Consultant Ming Yang
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