| Mobile data services contribute more and more to the mobile telecom operators, the industry has consensused that mobile data services should be effectively executed in value management. As mobile data service with a wide range of diversity, characteristics and evaluation complexity, the paper's main achievements are as follows:1. Fisrt proposes multi-angle value recognization of mobile data services.Value of mobile data services are, the sum of tangible or intangible value which mobile data services bring to mobile telecom operators directly or indirectly. This paper fist indicates that the value should not limited in traditional knowledge, such as income, costs, amount of users, and first bring the idea of stractegy, viscosity, externalities, features, customer satisfaction, application scenarios into value recognization of mobile data services.2. Constructs a value evaluation index system of mobile data services.According to systematic, objective, comparability, independence and identity principles, this paper construct a value evaluation index system of mobile data services. The system includes 21st level indicators,5 2nd level indicators,10 3rd level indicators,11 4th level indicators and 8 5th level indicators. Direct value can be divided into 2 2nd level indicators, income and costs; indirect value can be divided into 3 2nd level indicators, strategic fit value, influence value, reference value. This paper made a reasonable verification of naming, comprehensive, independent, orientation, calculated index weights at all levels by AHP and designed the data collection method for 22 end indicators.(3)Completes the application research of evaluation index system of mobile data servicesThe evaluation subject is a southern branch of China Telecom. Evaluation objects are SMS, MMS, CRBT, Mobile traffic, Mobile download, Mobile email, LBS, Mobile news, Mobile stocks, PIM services. Evaluation period are Apr., May and Jun.2009. SMS, Mobile traffic, MMS have the highest value in overall evaluation results, SMS, MMS, CRBT have the highest direct value and SMS, Mobile traffic, MMS have the highest indirect value. The results are different from income evaluation and users evaluation and are more helpful for value management. |
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