The Study Of China Mobile Smart Phone Customization Strategy

The emergence of smart phone will not only changes the way of using phone from traditional communication, such as call, SMS etc. to using mobile internet services, it also breaks the mobile Internet business model which is telecom operator-centered. This change makes operators’ services is impacted by OTT(Over The Top) services. And the operators are facing the risk of becoming a pipeline. So how to customizing the smart phones in a better way, and how to making smart phones to promote more operator value-added services to meet the needs of individual users, beating other mobile Internet companies and telecom operators services to lower the risk of becoming pipeline has become a big issue to be solved in the field of smart phone customization. As the unique operator, which operates TD-SCDMA with China independent intellectual property rights, China mobile how to promote TD intelligent terminal industry matures and development, and remain the industry leader, has become an important issue.This paper begins with the discussion of the concepts and smart phone customized way, analyzing the difference between smart phone and feature phone, and the smart phone industry chain. It focuses on the difference of customization between feature phone and smart phone.Secondly, we analyze the challenges and values of smart phone bringing to telecom operators and the problems of current smart phone customization.Thirdly, we analyze Japan’s NTT DoCoMo and KDDI, Korea, SKT, U.S. Verizon, China Telecom and China Unicorn’s customized strategies. As a result, we present the inspiration of smart phones customization.Finally, the main content of the text is to discusses China Mobile’s competitive environment, China Mobile’s strengths and weaknesses, opportunities and threats and other factors, put forward China Mobile smart phone product customization strategy, procurement strategy and marketing strategy.