CHINA MOBILE GSM Handset Cutomization

Handset customization marketing by wireless operators isn't a new concept, but has long history and performance experience in the world. Wireless operators from Japan, Korea, and Europe succeed in promoting mobile data services through handset customization and come into being different models of customization marketing.In the future, the trend of 2.5G/3G services increasing development has become main power to speed handset customization in the international mobile telecommunication market. However, CHINA UNION as a rival for CHINA MOBILE is a pioneer of developing CDMA handset customization marketing. Facing the new condition, it is necessary for CHINA MOBILE to increasingly perfect and take up 90% market share of handset customization.At first, this article is based upon successful customization marketing experiences from international operators, summarize mainstream customization marketing models in the world, including the necessity of developing handset customization marketing and the feasibility of CHINA MOBILE entering handset customization field.Based on above, the article point out marketing achievement. With the development of performance experiences, CHINA MOBILE is attempting to build deepness cooperate relationship with upriver industry; develop a channel model based on owned channel. The tactic of product customization needs to develop for sustaining services. Channel tactics should reinforce cooperation with public channel; try to explore other channel model based on owned channel. Price tactics should enrich and build reasonable and efficient marketing plan in favor of the development of handset customization and binding handset and data services.