Traffic kills the Red Sea, how does an operator open up the home market?
[Huicong Communication Network] 2018 is destined to be an extraordinary year for the communications industry. China Unicom entered the first year of mixed reform, and three operators launched the 5G test. The new round of "speed-up and fee reduction" requires mobile network traffic tariffs to be reduced by at least 30 in 2018. %, and cancel the national roaming fee for traffic before July 1.
Looking forward to 2018, the communication market will continue the low-speed development of the increase in communication business in the past three years. In the first quarter of 2018, there has been a fierce killing phenomenon in the market. The three operators are in the forefront of mobile communication and broadband services. They have launched various types of unlimited traffic preferential packages and low-cost broadband services, dug each other’s stock customers, and have become irrational. competition.
In 2018, how can three operators be independent in the environment of disorderly competition in the industry? With the changes in people's consumption concepts and consumption patterns, communication consumption has become more and more personalized and personalized. Consumers have entered from the phone and the Internet. In the era of smart home life, how operators integrate smart homes and seize smart home entrances is the key to success. For the smart home market, the author suggests the following.
Discover the needs of the family market
According to the "China Family Development Report (2016) Year" issued by the Family Health Division of the National Health and Family Planning Commission, the current Chinese family presents the following characteristics: First, the size of family households is small, family types are diversified, and two-person families and three-person families It is the main body, while single-family and empty-nest families are also emerging. Second, the household income gap is obvious. The 20% of the households with the highest income are about 1/19 of the 20% households. The third is the combination of pension needs and medical needs. Demand is relatively strong; fourth, mobile families and left-behind families have become the norm, and it is understood that the current mobile households account for nearly 20%.
However, the family products provided by the three operations are only a continuation of the mobile phone card + broadband + IPTV of the family convergence product 10 years ago. They did not take into account the characteristics of the current family, and did not segment the market, integrate resources, and formulate different families. Marketing strategy.
Promote family basic communication product solutions
The author suggests that operators build a building-based family-based communication product system, segment different families and different groups within the family, provide unlimited mobile phone high-traffic products and high-speed cable broadband services to young and middle-aged people, and provide visibility for the elderly and children. Phone and location feature services.
Implementing the requirements of “speed-up and fee reductionâ€, operators can also release network resources substantially, so that the majority of the people can quickly upgrade the old family products in the network to the latest family-based communication products, and realize the state, enterprises and the people. Win the situation and complete the goal of increasing revenue.
The specific implementation can adopt two major strategies: one is to completely cancel the low-flow, low-bandwidth single-shift, single-width products, and turn to the unified payment of family-integrated products; the second is to comprehensively carry out the upgrade of the inventory family attribute users, and upgrade them to the unified Account-paid, high-traffic, high-bandwidth home convergence products. The specific products are shown in the table.
Create a smart home solution
On the basis of satisfying the basic communication needs of home users, operators need to combine their own advantages to create a smart home solution based on family scenes, open up the inventory of home users, introduce different home solution providers, and jointly create three scenarios. The smart home solution is to make the whole smart home market and achieve the purpose of user retention and value enhancement.
Scene 1: Smart and safe family. Take advantage of operators and build a multi-family communication network and video security monitoring network in the region, such as 4G children/olds watches, home intelligence monitoring and security arming.
Scene 2: Smart living family. Joint Internet companies or home appliance manufacturing companies, facing the middle class to promote unified platform management of life and entertainment solutions, such as Jingdong Xiaoai classmates artificial intelligence voice network audio, human-machine voice automatic control intelligent sweeping robot, intelligent electric curtains and smart air conditioners, etc. smart device.
Scene 3: Smart and healthy family. Joint public welfare community hospitals or professional old-age care institutions, in the face of families with elderly people, use the operator's high-speed network to promote cloud-integrated telemedicine and services to meet family health care and pension needs, such as smart health monitoring watches, intelligence Ambulatory sphygmomanometer and smart health wearable device.
The Chinese family concept is very heavy, solving the customer's family needs, is to improve customer satisfaction, so the family market is the top priority of operators in the public market.
Editor in charge: Wang Jiaming
Kaiping Yufa Sanitary Ware Co.,ltd , https://www.yufafaucets.com