Research On Key Issues Of Mobile Terminal Customization Strategy

Mobile terminal is a kind of handheld device which carries all kinds of businesses of telecom operators, playing an important role in expanding business and experiencing by users. With the future increase of saturation level in domestic mobile communication market, the evolution of technical pattern, and the rapid development of mobile internet, mobile terminal customization trend has become even more apparent. The telecommunication operators can offer different kinds of characteristic services by using large-scale customized mobile terminals in order to achieve an effective user bound and lead in the industrial chain. How do we make mobile terminal well, customized mobile terminal in the industrial upstream chain, accelerating the development of3G business by combining and pricing the terminal, and control the retail channel in the industrial downstream chain so as to be in accordance with the integrated interest of the telecommunication operators, which has increasingly become a vital subject for telecommunication operators.According to a volume of documents, this paper summarizes domestic mobile terminal divided into five stages since1987, emphasizing three operators who customized the introduced background of terminals and developed various strategies. This paper also point out that the competition between operators which is based on the custom terminal will be of importance in the telecommunication industry.Based on the research relating to domestic custom terminal, this paper conclude three important issues of mobile terminalcustomization strategy:terminal customization, terminal combination pricing and terminal saleschannels. All these have to be classified deeply and regarded as survey options for the end user, coming up with the main influencing factors of the end products bought by customers. This paper chooses22kinds of terminal products to analyze their product performance, combination pricing, channel agents, advertising and other data. By analysis of the related model, this paper has obtained the result that exists80.4%correlation in these three factors, which are the sales that had been made in the customized terminal contract and the cost performance, channel agents and marketing ability and advertisement. They have strong relationship with each other. As a result, it demonstrates the importance of the three important issues from the customers perspective.This paper researches on mobile terminalcustomization issues, at the same time, it also predicts the future development tendency as well as giving terminal customization suggestions to operators A for their future three stages, which is on the basis of the terminal hardware and software status, including terminal screen, chip, operating systems and middleware. The suggestions are classified into three parts:firstly, the initial stage of3G operation which is dominated by primary customization stimulates business development by relying on custom star terminal; secondly, the mixed stage of3G+LTE operation which focus on deep customization improves the quality of the customization terminal and the profits by strengthening the industrial chain; thirdly, the operational stage of the mobile internet which contributes on the independent research boost business development by developing cooperating model, and finally recommends to customize terminal hardware and software, business and appearance customization configuration.This paper researches on the combination pricing issuesof terminals, per studies on a leader-follower duopoly in which each firm produces two perfectly complementary products. They choose one of the following three marketing strategies:pure component pricing, pure bundling pricing and mixed bundling pricing; and then compete in a Stackelberg fashion. The results show that even though mixed bundling pricing provides more flexible choices to consumers, it triggers a aggressive competition between firms. Hence, in the equilibrium both firms select less competitive pure component pricing. If consumer welfare deserves a bigger eight in the measurement of social welfare, the equilibrium strategy induces the lowest level of social welfare. Otherwise, it brings the highest level of social welfare.This paper researches on terminal saleschannels issues, On the basis of analyzing the status of the terminal sales channels, the paper proposes the terminal channel bargaining model and index framework based on analytic hierarchy process, and calculate the bargaining result with the actual situation of a company A, at last conclude the promotion proposal of the channel profit and service supporting, can provide reference to develop retail channels for telecom company.