Study On Promoting The Mobile Customer Value Based On OaaS Concept

In recent years, the telecommunications industry is undergoing profound changes. In the new development environment, full-service competition and homogenization of competition are growing. In the mobile Internet era, the traditional dominance of telecom companies and business are challenged. Traditional value chain is constantly refined, clearer division of labor. Telecom companies are faced with increasingly fierce competition and the trend is clear pipeline. Meanwhile, the depth of 3G era and the advent of 4G era are bringing opportunities for telecom companies.Faced with these new situation changes, how efficiently and low costly improve service quality, effectively enhance customer satisfaction, thereby enhancing the customer perspective of the customer delivered value, continued to maintain a competitive advantage leading customer satisfaction; at the same time enhance the corporate perspective enterprise customer value and achieve business share and revenue targets double promotion of China’s telecom operators to enhance customer value work has placed enormous demands. Currently, telecom operators lack effective coping strategies, therefore, to explore the mobile telecom companies operating modes and appropriate customer value enhancement strategy is imminent. This paper based on previous studies of enhancing mobile customers’s value on the OaaS (operating as a Service), through in-depth research on OaaS business model, analyze the factors, pathes and policies of improving customers’s value in the form of quantitative modeling conducted validation and combined with Chinese telecom companies (in China Mobile, for example) actually, for China Telecom operating companies to provide guidance on their mobile strategy to enhance customer value.The article does study from the following aspects:(1)the connotation of the status quo of telecom companies operating mode, as well as telecom companies new operation modes OaaS (operating as a Service), the limitations and extend breaking point; (2) from the enterprise and the customer two factors, and based on the analysis of mobile customer value upgrade path; (3) to build the driving model of improving mobile customer value base on OaaS operating mode; (4) operating in OaaS mobile customer value enhancement system, strategies, tools and other aspects, starting from the drivers of customer value, to gradually in-depth study enhancement strategies in the mobile Internet era; (5) to raise its customer value enhancing related strategies for China mobile.The article obtained the following main conclusions and outcomes: (1) in the "service-driven" era, the value of the substance of telecom companies’s providing information is to meet the needs of users. The changing of the operating mode of the telecom companies means the transformation from the standardization telecommunications products sales model to satisfying the information needs of users in providing reliable network/facilities. (2) the value of the mobile client evaluation system based on the concept of OaaS mainly from the enterprise perspective and the customer perspective. Enterprise perspective contains the current value (ARPU, network costs, service costs, marketing costs), the potential value (loyalty, credit). Customer value in customer perspective is measured by the total customer value (product value, service value, personnel value and image value) and total customer cost (the cost of money, time, cost, cost of mental, physical costs). (3) the article based on business and customer value index system of dual perspective, combined with the six drivers of customer value on OaaS mobile operating mode, build customer value lifting model-by the network/technology, products/business, channel operation, service operation, pipeline operation, brand operation, achieve the customer value promotion. (4) the article puts forward customer value lifting strategies from the drivers of network technology, product/business, channel system, service operations, pipeline operations and brand management in the mobile Internet era of mobile, apply the strategies to 14 branches of one telecom operators, use the method of super-efficiency data envelopment analysis (SE-DEA) to verify the validity of the model and strategies. (5) combined with China telecom companies (in China Mobile, for example) the current status quo, the article put forward recommendations of enhancing customer value from the four network operation, product operations, channel system optimization, traffic management and service operators.The contributions mainly include:1. Pointing out customer value evaluation system and enhancing path based on OaaSThe article build customer value evaluation system from the corporate perspective and customer dual perspective, which contains the current and potential value of the business perspective, total customer value and total customer cost of the customer perspective. Ori’this basis, the article proposes the path and implementation steps of enhancing customer value.2. Building the driving model of enhancing customer value base on OaaSDual perspective based on business and customer value index system of mobile customers, combined with the six drivers of customer value-based mobile operating mode Oaas, the article builds Oaas customer value enhancing model.3. Putting forward the strategies of enhancing customer value based on OaaS and verifying the validityCombine to enhance customer value model, the article proposed to enhance the value of customers of different specific implementation strategies, pilot implementation of actual companies by means of ultra-efficiency DEA methods related strategies using input-output efficiency evaluation of the validity of the policy.4. Proposing network service development strategies in line with the actual situation of China MobileAccording to China Mobile’s strategic background and its actual operations, the article gives customer value enhancing suggestions from the aspects of four network operation from four respectively, product operations, channel system optimization, traffic management and service operations.