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As of July 2004, the number of users in China mobile market has reached 3 1 10,000, and the number of users is still rising. However, the ARPU value of mobile communication operators is still declining, and the growth rate of mobile communication business revenue continues to slow down. At the same time, new mobile services are constantly being introduced. Analysys International predicts that the scale of new business will reach 7.366 billion yuan in 2004, with an increase rate of 89%, and it is expected to continue. New mobile services will be the main factor to promote total revenue and ARPU.

At present, the management of new services by domestic mobile communication operators is: adding new business departments (or data departments, value-added business departments, etc. ) to the original organizational structure established according to the traditional voice service. The new business department is responsible for the planning, research and development, marketing and promotion of new business; The relationship between the new business department and other departments such as marketing department, R&D department is relatively independent, which leads to the conflict of departmental functions and resources, the lack of systematic planning for the brand system of operators, and the inconsistency between the marketing and promotion of the new business and the original voice business.

With more and more kinds of new services and different characteristics of various new services, the management of new services will become more complicated, and the existing new service management model can not solve the conflict between new services and traditional voice services in marketing and research and development. As the first consulting company to set foot in and focus on the new domestic communication business, Analysys completed this report based on its years of accumulation in the telecommunications market, in-depth interviews with industry professionals and analysis of second-hand materials.

In this study, Analysys deeply analyzed the problems existing in the existing management framework in managing new services, and thought that the new services of mobile communication have product attributes, and suggested introducing management ideas and models suitable for the characteristics of new services, and made a detailed analysis of the main aspects such as production process, management framework, brand strategy and support system, and finally put forward new ideas and solutions for the management model of new services of mobile communication. At the same time, this study also conducted a detailed investigation on the organizational structure and brand strategy of several major operators in the Asia-Pacific region, providing reference for domestic operators in organizational structure and brand strategy.

The main contents of this report are as follows:

● Study the user scale and market scale of the mobile communication market, and study the current situation and trend of the market scale and user scale of new mobile communication services.

This paper analyzes the characteristics of new mobile communication services, reveals the differences between them and traditional voice services in many aspects, and deeply analyzes the current situation and existing problems of domestic operators in the management of new services.

This paper analyzes the product attributes and characteristics of mobile communication services, puts forward a product management model suitable for new service management, and puts forward specific methods and suggestions from the aspects of foundation, analysis tools, process, organizational structure, marketing strategy and support system.

● Investigate the organizational structure and brand strategy of Asia-Pacific mobile communication operators SKT, DoCoMo and Hutchison in new business management, and provide reference.

● Analyze the organizational structure and brand strategy of domestic mobile operators in detail, and put forward specific suggestions.

Guan Yi Faxian

● New mobile communication services have become the new focus of competition among operators.

The new business of mobile communication has greatly increased, but its proportion in the total business income is still not high. New services will be the leading factor to boost total revenue and ARPU, users' habits of using new services will be the basis of 3G operating profits, and new services will become the new focus of operators' competition.

● The product attributes of new business are stronger.

New services are composed of various services, and will continue to increase, while traditional voice services are single. New services have different characteristics from traditional voice services and different services, different life cycle lengths and stages, different marketing methods and user habits.

● At present, the new business management mode of mobile operators is an adjustment of the traditional voice business management mode.

The data business department (or business development department and value-added business department) is responsible for the development and promotion of new services of operators. Because new services are gradually introduced with the progress of communication technology, the data business department is also an additional department based on the organizational structure set by operators for traditional voice services.

● The problems existing in the current new business management mode cannot adapt to the development of new business.

The management of new business lacks systematic planning; The management organization setting of the new business conflicts with the original organization structure; Inconsistent marketing promotion and lack of strategic planning; Marketing orientation is still dominated by technology; The assessment method is single; The communication mechanism is poor.

● New business has product attributes and characteristics.

The new service of mobile communication conforms to the product definition. Mobile communication products refer to anything provided in the market that can meet people's communication and entertainment needs. The new service of mobile communication makes mobile communication products expand from voice to images, music and so on. From meeting people's call needs, it has expanded to entertainment needs such as games and making friends.

● It is very important for the management, organizational structure and brand strategy of new business.

New business will become the profit growth point in the future, which is of great significance to operators. It is necessary to establish corresponding management mode. To promote new business to the strategic level, we need to cooperate in the external marketing of organizational structure and brand strategy. Organizational structure is the cornerstone of new business management, and brand strategy is a powerful means of new business marketing.

● The organizational structure and brand strategy of foreign operators can provide reference for domestic operators.

→ SKT's organizational structure and brand strategy have obvious effects.

SKT adjusts its organizational structure, such as assigning the functions of the former Internet department to the technical department, marketing department and customer service department respectively.

March towards product management mode. Brand strategy adopts user brands, subdivides six user brands, and provides targeted products and tariffs.

The implementation has achieved results.

→ DoCoMo leads in organizational structure and brand strategy.

DoCoMo has a special product and business management department in the organizational structure to manage all kinds of businesses in a unified way.

Ability to coordinate and allocate other departments and resources. Brand strategy adopts product brand, I-mode has achieved great success, and FOMA has been listed at present.

It is also rising rapidly.

→ Hutchison Whampoa's brand strategy is still being adjusted.

Due to the fierce competition in the Hong Kong market, the original competition mode mainly focused on tariff measures. At present, with the launch of 3G services, products are becoming more and more popular.

The development direction of cards.

● The organizational structure of domestic operators needs to be adjusted, and the brand strategy is unclear.

China Mobile and China Unicom mainly follow the original organizational structure for voice services, and the management department for new services is the data business department (or new business development department and value-added business department) added to the original structure.

In terms of brand strategy, China Mobile focuses on three major user brands: GSM, Shenzhouxing and M-Zone. China Unicom focuses on six U brands, such as Liantong, Positioning Star, Interactive Vision, Pocket Broadband, Magic Book and Color E..

Guan Yi suggested.

● In the new business management of mobile operators, it is suggested to introduce a new idea of product management mode and build an overall framework of new business management as a whole.

→ Establish a new understanding that new business has product attributes.

This is the conceptual basis of the whole product management model. Through the product concept, we can get through the crux of the deficiency of the original management model.

So as to establish a new management method.

→ Establish a series of analytical tools based on product management-product classification, strategy, life cycle management, etc.

Product classification is the premise of product management. Without classification, there is no separate management of products. The product strategy indicates that the product is in the carrier.

The share and growth of each product is the general description and management method. Product life cycle is the development of a single product.

Description of the situation and management basis.

→ Establish an organizational structure that conforms to the product management system.

Establish a new business organization structure with matrix management. Set up the product management department as the business management department to lead and coordinate the product process.

The participating departments in the process seek effective management of new business through product management mode.

→ Establish a product development process that adapts to new business characteristics.

Standardize the development process and coordinate resources through product management. The product development process includes product demand stage, research and development and trial operation.

Use, business and business evaluation stage.

→ Establish a brand marketing strategy that adapts to the new business characteristics.

Due to the increase of product varieties, fierce market competition and segmentation of user market, brand strategy is an inevitable requirement of product marketing. brand strategy

It is not only suitable for manufacturing enterprises, but also suitable for operators of new mobile services as products.

→ Establish support system-management information system, etc.

Establish a series of support systems, including information systems, which conform to the product management model.

● In terms of organizational structure, it is suggested that operators establish an organizational structure that adapts to new business processes in new business management, which is the system and organizational guarantee for new business management.

→ Integrate internal processes, adjust organizational structure, set up product management department, and unify business management.

→ Grasping the development trend of mobile value-added services, the product management department will organize the formulation of the overall product development plan of operators.

→ Determine the horizontal function of the product management department-manage all kinds of businesses in a unified way and make overall plans.

→ Determine the vertical function of product management department-coordinate R&D department, marketing department, sales department and other departments involved in the whole process of product production to promotion.

→ Product classification is the basis of product grouping in product management department.

To establish product management department, it is necessary to classify and manage products of various new mobile services, and a reasonable product classification method is effective.

The basis of classified management.

→ The important function of product management department-the relationship with SP.

In view of the characteristics of new business, the product management department needs to coordinate the cooperative relationship between new business and external SP in the internal production process, and

As far as possible, SP should be brought into the internal management system to weaken the independence of SP, control the resources of end customers and establish the unity of operators.

Platform, occupying a leading position in the industrial chain.

● In view of brand strategy, it is suggested that operators should establish a brand strategy that adapts to the characteristics of new business in new business management, which is a powerful means of new business marketing.

→ Determine the selection basis of brand strategy.

Selection basis 1: technical means to realize product differentiation. Different technical means determine the content, form and effect of communication products.

The difference. Having the technical means of differentiated products has advantages in adopting product brand strategy. On the other hand, take user products.

Brand strategy is a more reasonable choice.

Selection basis 2: the competitive environment in the market where the operator is located. Under the same technical means, the degree of competition and market success of operators

Familiarity is also the main reason for determining brand strategy. In the early stage of market development, the number of products is limited, the user's demand is not clear, and operators

It is necessary to adopt product brand strategy to distinguish products, popularize product concepts and improve users' awareness of products. On the contrary, in the market.

In the case of fierce competition and rich product categories, user brand strategy should be adopted to meet the needs of market segments.

→ General suggestions for operators-systematization of product brands.

There are many kinds of product brands of various operators, but they still lack systematicness, management has not been standardized, and new products launched lack business departments.

Unified planning. Some product designs are still technology-oriented, with weak brand awareness and diverse businesses, but they are managed by a single business.

There is no perfect product category management, which hinders customer cognition and internal management. Operators need to implement a brand system for their products.

Change.

→ Suggestions for China Mobile —— Further subdividing user brands.

At present, the three major mobile brands have gradually evolved in the market development, forming a user division of high-end, low-end and young people. exist

In the era of 2G and 2.5G, we should and must follow the progress of market development and actively divide the market. For example, for primary and secondary school students.

Mobile phone users, elderly users and married women can also subdivide user brands.

→ Suggestions for China Unicom-subdividing user needs under product brands.

China Unicom, while constantly enriching its product brands, should also subdivide users according to customers' needs, so as to make its products serve better.

Clients.

research method

This report mainly adopts qualitative research methods such as in-depth interviews. Based on the analysis of the interview results of major mobile communication operators at home and abroad, combined with the research data of long-term tracking and monitoring of new mobile communication services by Analysys and the collation and analysis of second-hand materials, it draws relevant conclusions and suggestions on the management mode of new mobile communication services.

● First-hand information mainly comes from in-depth interviews with major mobile communication operators at home and abroad, and research data of long-term tracking and monitoring of new mobile communication services by Analysys.

→ In-depth interviews with major mobile communication operators at home and abroad

Research object: domestic and foreign mobile communication operators, including Japanese DoCoMo, Korean SKT, Hongkong Hutchison Whampoa and China Mobile.

China Unicom, etc.

■ Research content: Development, management and marketing strategies of new mobile communication services.

■ Research methods: In-depth interviews.

→ Analysys International's long-term tracking and monitoring survey data on new mobile communication services

■ Respondents: All mobile communication operators.

Research content: the number of users and market scale of new mobile communication services.

■ Research methods: tracking monitoring and easy-to-view forecasting methods.

● Second-hand information mainly obtains some public information through the following channels.

→ Industry public information

→ Views publicly expressed by senior experts in the industry

→ Government data and information

→ Relevant economic data

→ Annual and quarterly reports of enterprises

→ Network information

Report catalogue

1 research on the current situation and development trend of new mobile communication services market in China.

1. 1 Research on the Development Trend of China Mobile Communication Market

1. 1. 1 development of mobile communication users in China.

1. 1.2 China mobile communication business income and ARPU status.

1.2 research on the development trend of China mobile communication new business market

1.2. 1 new service type of China mobile communication

1.2.2 market size of new mobile communication services in China

1.3 new business features of China mobile communication

2 China mobile communication new business management model research

2. 1 Comparative analysis of the characteristics of traditional services and new services in mobile communication

2.2 The existing new business management mode of mobile communication and the existing problems

2.2. 1 existing management mode of new mobile communication services

2.2.2 Existing problems in the new business management mode of mobile communication

2.3 A new management concept to solve existing problems-product management mode

2.3. 1 Basis of product management mode-product concept

2.3.2 Analysis tools of product management mode-product classification, product strategy and product life cycle theory.

2.3.3 Process of product management mode-product process management

2.3.4 organizational structure of product management mode-matrix management

2.3.5 Marketing strategy of product management mode-brand management

2.3.6 Relevant supporting systems of product management mode-information system, etc.

2.4 Two key issues-organizational structure management based on product flow and brand management based on product marketing.

3. Process-based organizational structure management of new mobile communication services

3. 1 Process-based organizational structure management and its application in new mobile communication services

3.2 Analysis of organizational structure management of foreign operators

3.2. 1 SKT new business and organizational management framework

3.2.2 DoCoMo's new business and organizational management structure

3.3 Analysis of organizational structure management of domestic operators

3.3. 1 Organizational Structure Management of China Mobile

3.3.2 Organizational Structure Management of China Unicom

3.4 Two related issues about organizational structure

3.4. 1 product classification-product grouping basis of product management department

3.4.2 Contact between Product Management Department and SP

3.5 Organizational structure of product management mode

4 brand strategy of new mobile communication services

4. 1 brand strategy theory and its application in new mobile communication services

4. 1. 1 brand strategy definition

4. 1.2 brand strategy classification-product brand and user brand

4. 1.3 Selection basis of brand strategy of operators

4.2 Analysis of brand management of foreign operators

4.2. 1 SKT brand management

4.2.2 DoCoMo brand management

4.2.3 Brand Management of Hutchison Whampoa

4.3 Analysis of Brand Management of Domestic Operators

4.3. 1 Brand Management of China Mobile

4.3.2 Brand Management of China Unicom

4.4 Summary

5 Analysys suggestion

5. 1 The new business management of mobile communication should adopt the product management mode.

5.2 Process and organizational structure management of new mobile communication services

5.3 Brand strategic management of new mobile communication services

Chart catalogue

Figure 1- 1 Development of the total number of mobile communication users in China.

Figure 1-2 Development of Mobile Communication Business Revenue in China

Figure 1-3 ARPU of China Mobile Communication

Figure 1-4 Market size of new mobile communication services in China

Figure 1-5 Number of new service users of China Mobile Communication

Figure 2- 1 Typical Management Mode of Domestic Operators for New Services

Figure 2-2 New management concept of new mobile communication service-product management mode

Figure 2-3 Product Definition of New Mobile Communication Service

Figure 2-4 Differentiation of products, services, applications and technical concepts of mobile communication services

Figure 2-5 Classification Ideas of Mobile Communication Service Products 1

Figure 2-6 Classification of Mobile Communication Service Products 2

Figure 2-7 Mobile Communication Service Product Strategy

Figure 2-8 Product Life Cycle of Mobile Communication Services

Figure 2-9 Mobile Communication Service Product Flow

Figure 2- 10 Mobile Communication Service Management Architecture

Figure 2- 1 1 product management mode information system for new mobile communication services

Figure 3- 1 Organization Structure of Product Management Mode for New Mobile Communication Services

Figure 3-2 SKT new service list

Figure 3-3 DoCoMo's New Business Development

Figure 3-4 Organization and Management Framework of DoCoMo

Figure 3-5 Evolution of New Services of China Mobile

Figure 3-6 New Business Organization and Management Framework of China Mobile Group

Figure 3-7 New Business Organization and Management Framework of China Mobile Group Branch

Figure 3-8 New Business Evolution of China Unicom

Figure 3-9 China Unicom's new business organization management framework

Figure 3-3- 10 DoCoMo product classification example

Figure 3-Product Classification Example of Hutchison+01

Figure 3- 12 Product Classification Example of China Mobile Group

Figure 3- 13 Product Classification Example of China Mobile Guangdong Branch

Figure 3- 14 Product Classification Example

Figure 4-4- 1 SKT User Brand

Figure 4-2 SKT brand system

Figure 4-3 DoCoMo brand system

Figure 4-4 Hutchison Whampoa's Brand System

Figure 4-5 Service Fees of Hutchison Whampoa

Figure 4-6 China Mobile Brand System

Figure 4-7 Brand System of China Unicom

Figure 5- 1 new mobile communication service product management mode

Table directory index

Table 2- 1 Comparison of Traditional and New Services of Mobile Communication

Table 2-2 Problems in New Service Management Mode of Mobile Communication

Table 3- 1 Organization and Management Framework of New Mobile Communication Services

Table 4- 1 Difference between product brand and user brand

Table 4-2 SKT brand in June

Table 4-3 Product Brand of China Unicom

Table 4-4 Brand Strategy Analysis of Operators

Number of pages of the report: 83 pages

Number of words in the report: 30,839 words

Report chart: 38 /7

Report price: paper version ￥ 15000 yuan.

Electronic version ￥ 15500.

Paper version+electronic version ￥ 16000.

Contact: Yin Chunlan

Tel:+862162988989/62986869/62996869/62991819.

Chuan Zhen: +86 2 1 62665877

E-mail: yinchunlan @ c114.net.cn.