Innovation in the 3G era

With the continuous acceleration of 3G commercial processes, the mobile Internet business cake has become hot. The traditional voice service has no much potential to be tapped. The profit center of telecom operators has begun to tilt towards the data service. The marketing and promotion of data services has become a top priority for the three major telecom operators.

At the same time, operators are actively exploring the marketing model of data services. Although there are no real mature models available at home and abroad for reference, there are many classic cases of successful data services in China. Beijing Mobile tests the Internet. The first data service promotion platform, Data Camp, is one of the highlights.

The data center was formally launched on July 13, 2007. At first, it was only a point platform for the fetion business. With the powerful promotion of the platform to the fetion business, the platform was expanded since 2008 to include fetion, mobile email, music download, 12580 and other data services. Full-service points platform. As a support platform for the data business marketing activities, it has effectively promoted the user's new activity and stickiness, which has played an outstanding role in the completion of the Beijing mobile data business index.

Through the construction of an integration platform with a reward mechanism, the Internet and the wireless Internet are organically combined, and the mature Internet operation model is grafted onto the marketing and promotion of data services, thereby creating a new flower for data services rooted in the wireless Internet. And DataBase has been operating innovation, introducing the latest and hottest Internet products and models, so that it always maintain a high viscosity, and through a series of marketing activities, gradually guide users from platform registration to the use of data services " The "peaceful evolution" road.

This model has also completely changed the past operators' free, trial, discount, bundling and other marketing methods, and in the absence of damage to the operator's brand popularity and popularity, reshaping a new order of data business marketing. In addition, the users are rewarded by credits for points, gifts for the monthly fan club, and mobile recharge cards, which make users rely on the use of data services.

It can be said that the establishment of a points website specifically for mobile users, and then through a series of marketing activities to mobilize users of the new and active data business, this is a proven data business marketing model, more data business marketing model needs to continue Exploration and experimentation. But one thing is for sure. With the gradual maturity of 3G technology, data services will become an important “weapon” for telecom operators to realize profit growth in the next few years. The innovative marketing of data services will also become an operator's key research. Subject.