Research On The 3G Customization Handset Strategy Of Chinese Mobile Operator

As the demand of the traditional voice services become saturated and the telecommunication technology develops to a certain stage, the mobile operators inevitably step into the handset customization. Through the customized handset, the mobile operators can provide specific functions and various services to accelerate the development of data services. Meanwhile, handset customization can improve the user experience to enhance the loyalty of customer. What is more, it is possible for the effective integration of the whole industrial value chain when the operators step into handset customization. In short, customized mobile phone is one of the most important strategies which will help the mobile operators' market extending, services development and core competence improvement.Therefore, in terms of Chinese mobile operators, it has an important practical significance to research on the 3G handset customization strategy and establish an appropriate implementation system of the customized phone strategy before the 3G services put into practice.This paper is presented in the position of the domestic mobile operators and from the view of strategy managers. Trying to make the proposed strategy scientific and practical, on one hand, the dissertation is guided by the means of research such as theoretical analysis, empirical cases and the internal interviews. On the other hand, the dissertation uses the theory such like marketing management, mass customization theory, industrial organization, competition strategies and competitive advantages.In the logical structure, firstly the dissertation gives the theoretical analysis, and then combines customization marketing and mass customization theory with the customization phone strategy so that to provide theoretical support for the implementation of the customization handset strategy system. Secondly, through the investigation and dissuasion to industry chain of the three categories of mobile phone customization mode, the dissertation finds out and sums up the main factors. At the same time, the dissertation selects four major 3G mobile operators such as NTT DoCoMo, Vodafone, KDDI and H3G as the analysis objects and focuses on the comparison the practice of the four operators' customization phone strategy. On this basis, the dissertation gives the specific exposition and analysis for the environmental factors of the China's mobile phone operators 3G customized handset strategy. Finally, in accordance with the study above, some suggestions and countermeasures are raised.