One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 3 Recommendation Preface II: A Business Empire in the Palm of Your Hand
Xiao Jinxue, General Manager of China Telecom Jiangsu Branch
Today is the last day of marketing for Jiangsu Telecom campus, and the follow-up will enter the stage of continuous marketing.Every year when freshmen enter the school, the competition between the three operators is quite fierce. Everyone has a consensus: those who win the mobile win the world, and those who win the youth win the mobile.Each company is carefully planned, highlighting their own differentiated competitive advantages, and has a variety of marketing methods. Sometimes, in order to ensure a dominant position in the market, competitors also adopt non-marketing methods to gain new life.Telecom employees worked very hard during this period, and selling business and mobile phones was the main task, because employees knew that developing a new user would ensure the company's revenue growth.In the marketing process, with the continuous improvement of smart phones and the increasing variety of applications, users are paying more and more attention to the use and cost of mobile phone traffic. It is the general trend for telecom companies to shift from traffic management to traffic management.New businesses, new applications, new platforms, and new models emerge one after another, and the mobile phone interface is not controlled by operators. The money earned by operators does not seem to match the work they pay. Many people agree that many content and application operators have earned more value-added income on the basis of telecom operators developing users. Operators are sometimes helpless. Operators play different ways. This is because two genes are competing for users and attracting users' attention. At the same time, they are forcing telecom operators to speed up the pace of transformation.

Since 2005, China Telecom has accelerated its strategic transformation under the leadership of Chairman Wang Xiaochu. With the strategic goal of "integrated information service provider", it has become an industry leader through years of continuous transformation. In 2011, China Telecom deepened its strategic transformation. More clearly put forward the implementation path of the "one, two, new three" strategy, that is, to use the courage of "de-telecomization", through "marketization" and "differentiation" means, to promote China Telecom to become a "smart pipeline" with unprecedented reform courage The leader of the comprehensive platform, the provider of the comprehensive platform, and the participant of the content and application", it can be said that the proposal of the "new three" is the best explanation and interpretation of the strategic transformation of global operators at present, and this road is being explored by global operators , there are many aspects that need breakthroughs.As the saying goes, think again after a hundred battles.Coincidentally, Wang Lixin, a professor at Beijing University of Posts and Telecommunications, published his new work "A Mobile Phone Conquers the World", which made me write some feelings. I have been busy with the campus market and have no time to write anything. I spared time to read it this afternoon. I just read a few pages and didn't want to put it down. It took me an afternoon to read through it.Covering the book and thinking about it, I am full of emotions. I don’t have much contact with Professor Wang Lixin. I just met and communicated with the EMBA students of Beijing University of Posts and Telecommunications. With the abstract thinking of liberal arts and the logical thinking of science, I have benefited a lot from communicating with him. He has a unique perspective and values ​​in looking at problems. In addition, he has worked as a marketing consultant for mobile and China Unicom companies, and has a good understanding of operators. Actively participate in the marketing planning of telecom companies and Internet companies, and have a clear understanding of the operation of Internet companies. It should be said that Professor Wang has a great and unique influence in the industry, and he is also one of the professors I admire. After reading this book It further confirmed my judgment.

"A Mobile Phone Fights the World" is a rare good book. The author has worked, studied and taught in the information industry for more than 20 years, and has a deep understanding and judgment on the development, reform, technology and consumer behavior of the industry. For the pulse, the development process of the information industry is reorganized, and the objective laws of the development of the information industry are summarized.The advancement of mobile communication technology, the coverage of mobile networks in place, especially the emergence of smart phones have changed everything, and disruptive business models have emerged. Many traditional industries have either adapted to the new changes and formed new formats, or been eliminated.In the past, telecommunications operators were the leaders of the communication value chain, and the key links of the information value network have evolved into multiple forms. The industrial chain is constantly undergoing fission and aggregation. Under the influence of the "boiling frogs in warm water" effect, global telecom operators tend to be marginalized. Many Internet companies even take the initiative to position telecom operators as "pipeline porters", which is of great significance. It hurts the sense of superiority and dignity formed by telecom operators for decades, forcing telecom operators to accelerate the pace of strategic transformation.

Practice has proved that mobile phones have truly transformed human society from a kingdom of inevitability to a kingdom of freedom. The author explains in simple terms, with both theoretical support and a large number of cases, and comprehensively expounds the role of mobile phones in human society and people's lives. Through integration and integration capabilities, mobile phones have gradually become consumer goods. No matter who you are or what you do, if you don't integrate your future with your mobile phone, you will lose your future. It releases and satisfies human desires and needs unprecedentedly.Mobile phones have seven business principles, namely service personalization, self-selection, product self-creation, consumption scenarios, social interaction, marketing integration, and intelligent ubiquity. These principles are very good for the specific operations of Jiangsu Telecom enterprises. Reference meaning.The author also clearly pointed out that the essence of the world is information, and information is more important than land and oil. To solve the essence of information management is to solve the problem of information asymmetry, which means unlimited business opportunities and market space for enterprises.Regarding the future development direction of telecom operators, the book contains many unique views. Although some views are debatable, the formulations are still inspiring and thought-provoking, and there are many things to learn from and ponder over.

First, the author proposes that telecom operators should speed up integration with mobile Internet companies to form a "competition and cooperation" relationship, and believe that new formats and new business models will be generated through "cross-border operations"; Integrating organically with big data platform services, the key to the era of traffic management is business model innovation, and it is necessary to dare to explore backward traffic business models; thirdly, operators who succeed in transformation may become Silicon Valley incubators on mobile phones or become "Zhongguancun" on mobile platforms, etc. All viewpoints are worthy of our enterprise's bold exploration and practice.The transformation practice of China Telecom in recent years has proved the correctness of Professor Wang Lixin's point of view, and this trend is forming.

Professor Wang pointed out that "vision determines breadth, concept determines height, footsteps determine speed, and thought determines future." He sincerely hopes that Professor Wang will write more and better books on mobile Internet in the future to provide theoretical guidance and empirical evidence for the transformation of China's information industry.China is currently exploring unprecedented market economic reforms. Combined with the global wave of mobile Internet, I believe that telecom companies will definitely create many new services, new mechanisms, new channels and new business models.During this period, the theory is often gray, and only the tree of practice is evergreen. We are willing to organically combine the vitality of the market, the dividend of reform and the driving force of innovation. In the process of transformation of global telecom operators, we dare to try, Bold innovation, through the organic grafting and integration of telecom genes and Internet genes, and following the transformation path of "one, two, new three", truly transformed China Telecom from a traditional basic network operator to a comprehensive information service provider, worthy of the times The mission entrusted to make mobile phones truly become living organisms. I think that Professor Wang will have more masterpieces at that time.

Night of September 2013, 9

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