Comparative Analysis On Consumer-Oriented Transition Of Telecom Operators

In order to deal with the crisis and challenges which have been brought by the changes of market environment and industrial structure, telecom operators chose the way of transition from the traditional telecommunications network operator to the integrated information service provider.Due to the differences of characteristic between voice service and information service, the operation models of traditional telecommunications network operator and information service provider are "Product-Oriented" model and "Consumer-Oriented" model respectively. Therefore, the essence of telecom transition is the transformation form "Product-Oriented" model to "Consumer-Oriented" model, which is also the research focus of this paper.The comparative analysis of transition experience from SKT, France Telecom and British Telecom implied that: consumer-centric segmentation, organization structure and marketing are the keys of consumer-oriented transition. Information Screening which is designed to effectively identify customer demands can realize Consumer-Oriented market segmentation. And demand-driven layer model can realize Consumer-Oriented organization structure.The Mechanism of transition from "Product-Oriented" model to "Consumer-Oriented" model is of great significance to Chinese telecom operators.