The Strategy Research On Flow Operation Of3G Mobile Internet In China Telecom Jilin Branch

On January7,2009, the Ministry of Industry and Information Technology granted3sheets of the third generation mobile communication (3G) license to the China Mobile, theChina Telecom and the China Unicom, our country formally entered into the3G era herein.Compared to2G network,3G network can provide load-bearing capacity of the mobilebroadband multimedia services and other unique advantages that mobile application isinherent, such as portability, authentication, identification and so on, it provides a newdeveloping space and a new business model which is sustainable development for thetraditional internet business. The grant of3G licenses makes the mobile Internet fieldbecome the competition focus among our telecommunication operators, Internet enterprises,and communication equipment manufacturers, the mobile data traffic appears rapid growthtrend.From the global development trend, the mobile data flow rapidly rising will not onlyput forward severe challenges to load-bearing capacity of network, but also can lead to deepsharp contradictions between the swift growth of flow and network operation cost and theslow growth of income, in such way improving the network condition and adjusting thebusiness strategies, avoiding the reappearance of the situation that income could not beenincrease with increasing output under the voice era, increasing the income of flow, andfocusing on flow operation have become the common choices of the telecom operators.At the beginning of3G operation, by reference to the international experience, the threelargest telecommunication operators of our country have changed their focus of work fromthe traffic management to the flow operation, dealt with a series of reform which is broughtby the mobile Internet era in the aspects of operators, they are net work construction,operation mode, management thought etc., walked out the predicament of “networkchannelization, application marginalization, and value desertification”, and kept theenterprise survival space while explored new value blue ocean through focusing on the flowoperation and excavating the value containing in data flow.In the three years that the3G business put into operation, the Jilin Telecom has noteffectively form its own differentiated competitive advantages, its user scale, user structure, and customer value exist a large gap compared with other operators in the province, in thesituation that the competition of3G services becomes increasingly fierce, in order to reachthe benign development of operators by crossing the survival thresholds, achieve the goals ofstable, health, and rapid development of enterprises, according to resources and operationalcapacity of the Jilin Telecom, set goals of the flow operation of the Jilin Telecom: to try tograsp the time window, to achieve a qualitative leap of flow operation work in three years,and to reach the advanced industrial level.Adhering to flow operation can effectively solve the difficult problem that “how toincrease income after increasing quantity”, actively respond to inventory competition,effectively use cyber sources, offer differentiation services, truly reflect the commercialvalue of the intelligent channels. In order to achieve the goal of flow operation, we need tofulfill responsibility and establish group supporting resources; define goals and break thescale and take account of quality; innovate marketing and promote changes of six kinds oftrain of thought; coordinate channels and strengthen the excitation of marketing end.The overall strategy of flow operation of the Jilin Telecom can be summarized as:laying a solid foundation and enhancing the operating capability; cultivating habits, andstrengthening the breakthrough of scale. It is achieved specifically by promoting andstrengthening six kinds of capacity, such as the intelligent end, applicable content, Internetmarketing, habit cultivation, service marketing and system support, and implementingrelevant specific matching strategies.In the next few years, the Jilin Telecom will all-round protect the implementation of theaim of flow operation of Jilin Telecom through basing on perfecting the construction ofsystems such as communication network, IT support, operational maintenance,organizational structure, marketing channels, enterprise culture and so on, centering on themasterstroke of “advancing the development of scale by dual leadership between innovationand services”, and insisting on two strategies of scale management and flow operation.