Research On Optimization Of New Product Development Process Of Y Telecom Value-added Service Based On Integrated Product Development

With the rapid development of mobile Internet services in China,mobile Internet has brought obvious impact and challenges to the value-added services and applications of telecom operators,especially the value-added services such as SMS,MMS and voice.In the 2G era,operators have built a relatively complete application and content system by virtue of their own resources and industrial chain advantages,and are in a leading position in it.However,with the arrival of the mobile Internet tide,all kinds of businesses and services have been completely built on the Internet,and an industrial chain and core new industrial chain based on terminal manufacturers and application providers have been established.However,traditional operators are excluded from the market and can be operated independently from operators.With the continuous progress and development of mobile Internet technology,users’ requirements for value-added services of mobile Internet are also changing,and the traditional value-added services provided by operators gradually cannot meet the needs of mobile Internet users.In recent years,with the rise of a wide variety of intelligent hardware that can meet the specific needs of users and the proposal of the concept of "Internet +",operators can integrate upstream and downstream resources by virtue of their own industrial chain advantages to establish a closed loop of operators’ business.This paper takes the new product development of Y Telecom Value-Added Service Center as an example to analyze the current situation of business development process.The aging traditional value-added business cannot provide users with demands,and the partners in the industrial chain are all traditional SP,so the functional organizational structure is not suitable for new product development.Traditional development process hinders the development of new products,and traditional products only maintain but not innovate,resulting in the lack of development capacity and other problems.In this paper,we use the theory of integrated product development,integrate the industrial chain for cooperative development,and introduce intelligent hardware product partners who walk in the front of the Internet.In the development process,user needs are taken as the center,and the organization structure is optimized,development review links are added,parallel development mode is developed,and data management platform is established to conduct comprehensive optimization of new product development process.The conclusion is: science and new product development processes,accurate positioning,new product development direction is indispensable key element,new product development can shorten new product development cycle,improve the quality of new product development,reduce the new product development costs,to achieve best adapt to the market,meet the ultimate goal of the user.The innovation of this paper lies in the combination of integrated product development theory,select a new product "credit purchase" business in the process of new product development,put the theory into practice,track the whole process of new product concept to launch and enter the life cycle,the scientificity and necessity of new product development process optimization;Provide reference and suggestion for other similar enterprises and business.