Point-to-point SMS Business Marketing Strategy Research Of A Provincial Telecommunications Operator

The author works at telecom operator of a provincial branch in responsible for data value-added business marketing work.for a long time, Short Messaging Service have occupied the highest in data value-added services revenues, and wield enormous influence on data value added business revenue. However, in the past two years, the Peer-to-peer short message quantity in many provincial branches of China Mobile such as Guangdong, Beijing and Shanghai is successive negative. In order to understand the affecting factors influences and future prospect of the Peer-to-peer short message, the author completed the report by a lot of primary data analysis and market research findings basing on myself in the telecommunication operators data value-added business marketing field accumulated for many years.Short Messaging Service includes Peer-to-peer short message and Monternet portal SMS. Peer-to-peer short message is SMS's main source of income, and occupies a absolute dominant position in value-added business income. In recent years, Peer-to-peer message quantity and SMS income appear nationwide decline. In Guangdong, Beijing, Shanghai provinces, the decline appeared earlier and particularly.The peer-to-peer message quantity and SMS income of author company also faced the pressure. Not only the influence comes from external policy environmental factor such as political, economic, social & technology, for example spam messages governance and SMS pricing mode adjustment, but also comes from user needs change by consumption habits change and substitute goods. Peer-to-peer message as communication tools in the shrinking share begin with voice communication fees reduction, the development of Internet communications and extensive application of IM tools as Fetion, QQ and MSN.Judging from the life cycle theory, the peer-to-peer message service already passed at maturity period and is entering a recession period.As mobile operators, we should face up to the fact positively and rationally. We should meet the users'real need by effective market segmenting, segmenting market and market targeting, by mixing people, product, place, price and promotion, to prolong the life cycle of the peer-to-peer message service.