Analysis of the China Mobile deal with 3G Logo significant change positioning market initiatives

The work target operators in 2006 the Ministry of information industry official website announced that China Mobile will be the first preparatory 3G included in this year's growth target, which is also the operator only one mention of 3G operators in this year's work target. From the past to the present market performance, China Mobile in order to ensure the implementation of 3G, to seize market opportunities, the ongoing 3G resources from the brand, network construction, human resources and other aspects of operating experience of reserves, for the upcoming 3G era.

According to the high low expansion of resources reserves

China Mobile's advantage is reflected in the size of its users. Just make sure that China Mobile high-end users and user control of the existing turnover rate, so that the smooth transition to the 3G network, and on this basis, to further expand the network coverage, the development of new users and expand the low-end market.

In the future 3G era of competition between operators will no longer be equivalent to the price of 2G and the competition on the network. At that time, the competition will be more reflected in the content of the product services, the richer the content of the product, the more able to meet the needs of users, who can win the market. At the same time, the proportion of voice revenue will gradually reduce, and the proportion of data services will be a great growth. Therefore, in the middle and low end of the 2G era, especially the young customers and cultural quality of customers in the vast majority of the 3G era will become a large number of high-end customers using data services.

The strategic significance of the launch of the dynamic zone is this, for the 3G era to cultivate high-end backup resources. The Shenzhou line of promotion is to show that China Mobile began to let go in the low-end market with rivals. Because in the market economy environment, the primary purpose of the enterprise is the pursuit of profit, create value. Although China Mobile has been firmly in control of the high-end, but the development rules of the market determines the market as China Mobile must follow up a victory with hot pursuit.

In order to continue to pursue the development of scale and profit growth, the market has all the low-end customer base has been set up by China Mobile market target.

Involved in the advanced mode of terminal replication

In early July 2004, led by China Mobile, ZTE, Eastern Communications, digital China, Shenzhen Ningbo waveguide, HUAWEI and other six companies to set up joint investment shift doesuit Limited by Share Ltd. The company is different from its business purpose is to specialize in mobile phone customization, sales.

China Mobile in the formation of the intention to move the tripod?

Intention: the role of a mobile phone to play the role of a tripod mobile phone dealers, the full replacement of China Mobile's mobile phone customization market department. Customized mobile phone is mainly aimed at promoting the development of mobile Internet and other data services, for the upcoming era of 3G users to use the habit of market education. At the same time, in order to flatten the mobile phone sales channels, reduce terminal procurement costs.

Intention of the two: to create a new mobile phone operators to operate the domestic supply chain relationship, is the key to the establishment of the new China Mobile Ding ding. Japanese mobile operator NTTDoCoMo customized mobile phone sales and rapid use of data services, and thus the formation of a completely dominated by the operator of the industrial chain. In this mode, polyphonic ringtones, pictures and other fashion features can be downloaded.

To the end of 2005, China whether in the city or in the county, in which the mobile phone stores or retail store, called "China Mobile" logo g GPRS version of the mobile phone is meet the eye everywhere. This verifies the China Mobile GSM generation from the two generation to the GPRS2.5 generation of the transition of the "first shop terminal, the contents of the" generation of the evolution of ideas, while its evolution to the 3G terminal customization, operation provides experience accumulation.

Modify Logo to display positioning changes

The most recent period, careful people can be found: China Mobile's Logo a slight change - mobile communications experts into a mobile information experts". Although it is only a change of words, which indicates that the connotation of the brand and development goals. The brand connotation, connotation of "mobile communication expert" on behalf of the mobile communications industry focus, while the "mobile information expert" meaning is embodied to serve its customers rich content application services in China Mobile, and the 3G market to develop direction is the content of application service.

Furthermore, the brand connotation also reflects the company's strategic intent. Communications experts period, China Mobile's marketing focus is to improve the quality of communication services provided by the network coverage, billing accuracy and other technical capabilities. The information experts proposed that China Mobile is concerned about the technology at the same time pay more attention to the provision of product services, this time China Mobile has formed a complete product model.

In February 2006, China Mobile has made clear in its future product strategy: after providing 3G services, will further strengthen the "Monternet" status, "the only entrance Monternet" into a mobile phone on the internet. The integration of various value-added services and through Monternet, three-dimensional display and cross marketing. The integration of information platform to become Monternet SMS MMS IVR mobile service such as three-dimensional display and cross marketing. "Direct marketing personnel training troops"

From the perspective of human resources construction in China Mobile, they have an important strategic change. Since the second half of 2005, China Mobile has