On December 4th,2013, the ministry of industry and information of China issued the 4G licenses to the three telecom operators, indicating the telecom of China enters into the 4G era officially.With much higher speed of uploading and downloading than the previous 3G, there comes a necessity for a tweak for services strategy accordingly. In a nutshell, Guangdong Mobile (the biggest provincial branch company of China Mobile) will adapt thru the “4PS” strategy model (promotion/price/product/place/supreme service).
1 wide promotion: establishing a multi-channel, three dimensional promotion mechanism
(1) newly-emerged OTT channels: for generation Y, the OTT lightweight channels such as apps, Wechat, Sina Weibo(Chinese version of twitter) will be provided. By organizing online drawing, quiz to attract potential customers, highlighting the star terminals and bargain packages in the ads, stimulate the willingness to participate and make a purchase from the customers.
(2)traditional channels: for the traditional “Tuhao”(upstarts) group, organize more offline promotion campaign, attract potential customers through onsite experience, intensive bargain packages.
2 proper pricing
(1)newly-joined packages: for the new subscribers of Guangdong Mobile, the dedicated customized bargain package will be offered, including huge complementary volume and minutes of call, ensuring a better bargain than our main competitors for the same product.
(2)appropriate package fee: in correspondence with the specific customer group, profuse combination of packages are delivered, and reps can recommend the most suitable package to customers as the system notifies clearly, ensuring the proper use of resources.
3 better products
(1)coverage and stability of 4G network: enhance the coverage and stability of 4G network, deliver smooth service experience, strengthen the customer feeling.
(2)star terminals: Apple and China Mobile finally reached an agreement of churning out the customized iphone for China Mobile. Based on the collaboration with other elite equipment corporations such as Apple and Samsung, provide more star terminals to establish links with customers, hence improve the customer loyalty.
4 handy channels
(1)perfect functions of E-channels: operate on the Sina Weibo channel to make it a sharp tool for promotions and propaganda; perfect the Wechat platform to make it a best handy self-served channel for commonplace transaction handling and enquiring. By operations of various E-channels, shunt the overall inbound calls so that to improve the manual call values.
(2)ensure consistency of service marketing: connect manual and the diversified E-channels, cover the potential customers via multi-interfaces and various encounter points, ensure the consistency of standards of service and marketing and experience among all channels.
5 supreme service
(1)special seats service: establish 4G special seats, provide green channels, implement dedicated service strategies, gather info of 4G customers thru data mining on the previous encounters, analyze customer requirements, perfect the operation strategy in the process gradually.
1)customer side: learning from Apple and Samsung, construct 4G experience zones in the major service-halls, provide all kinds of China Mobile customized 4G terminals, deliver an indulging experience for customers. Enhanced with professional service staff’s illustrations, achieve an effect of spreading by word of mouth.
2)reps side: set up 4G experience corner within the company, and incorporate it into the hands-on section of the 4G training, help reps know more about 4G first-handedly, enhance the problem-solving skills of reps.
(3)take the lead: compare the service strategies with the main rivals in the market, adjust accordingly to get the service edge always.
To sum up, as a fresh area, the operation strategies of 4G needs to be deeper explored in the practice and improved gradually. Centered around the above “4PS” model, it’s for sure Guangdong Mobile will rise to the challenge of the new era.
Publish Date: January 8, 2014 1:32 AM