With the 517 Telecommunication Day draws near, China Telecom and China Unicom also launched 3G the days getting closer. Unicom said that 3G will launch a new brand, online also appeared in "Win" and "Facebook" and several versions of confusing. On January 7 this year, the licensing of the afternoon, China Mobile has launched 3G brand on the "G3".
Do not know if you ever thought of operators to promote 3G services, are certainly needed a new brand?
In last Friday's "China Telecom 2009 conference market opportunities" on, Frost & Sullivan Principal Consultant Wang Yuquan spoke of Japan's largest mobile operator NTT DoCoMo's experience and lessons learned. In the 2G era, DoCoMo i-mode operation is very successful brand, they specifically requested the Disney designed a series of dolls wizard as a spokesperson, each launch of a new i-mode services through the doll to publish the results meet the novelty of young people psychological change, is very popular. You know, i-mode inventor Matsumoto truth is not a technician.
However, DocoMo push 3G services in early encounter a great setback to another operator KDDI has taken a lot of market share. In addition to the reasons for the poor quality of the initial network, but also a certain relationship with the brand. At NTT headquarters sent a bunch of old people to DocoMo, they dominated the design of 3G services, instead of the original band of energetic young man. Old people assume that is already 3G era, 2G era of no use i-mode, of course, and then introduced the new FOMA brand, not re-use the lovely doll wizard, and the results Gaode consumers know what to do, With so easy to use, then the sticky's i-mode, FOMA what is this stuff? results DocoMo the first time a year or two is difficult.
Consumers do care about 3G? They only care about what he can get the application, in the end be able to watch TV, or are able to video call, or cell phone games, as long as they like function can be realized, they do not care 2G, 3G or 4G too! Wang Yuquan, laughing, "is the largest operators science educators," Education is what China's user CDMA, WCDMA, EV-DO, TD-SCDMA, is not told what they can apply, "3G only just a simple technical updates, is it necessary to introduce new brand? "
I just question some time ago also interviewed a number of industry experts. Among them, the Ernst & Young Managing Partner of the global telecommunications center Jonathan (jonathan dharmapalan) and Wang Yuquan quite similar views, he also believes that 3G is just a technical update, not a customer-oriented products, so not really suitable only for 3G new brand, "When you go to buy a car would certainly say that I want to buy BMW, Mercedes, few people would say I want to buy four-cylinder, six cylinder, right?"
Bain & Company partner, global vice president Zhu Yonglei is that if the operators have done a lot of user research before, the user can clearly define the 3G market segment, specifically the brand also launched a 3G not a bad idea, "According to foreign operators 3G experience, whether alone or not to push the brand launch of 3G 3G brand has success stories and failures of the case. "
Seen in this light, but also a concrete analysis of specific situations. Personally, I think, not previously mobile telecommunications business, some time ago has been launched for mobile business, "Tianyi" brand, the next step is clearly in the "Wireless LAN" under the big brands for different segments of people of different sub-brand launch, no need to go get a new 3G brand confusion with Tianyi tied up. Unicom's GSM market in the world before the wind, wishful pass, and new forces are not feeling very successful overall, re-create a brand new 3G might be a good idea.
The most confusing thing is to move up, "G3" in the end how to locate? How GSM, Shenzhouxing and M-Zone brand segment these customers or fusion? It certainly is not a good solution, because it three brands is the same as i-mode, or to promote more successful, here is the place to move the most successful: the one from the technically identical GSM network, according to different sub-groups is stunned to draw three different sub-brands, also for each different sub-brands launched a targeted product.
Therefore, these three brands more successful, G3 the more difficult and do not know how to move the next step to solve this problem is not the G3 into the GSM brand inside? However, often the first to use 3G services are all maverick children, they now can be used are M-Zone Yeah! I grew more and more confused, perhaps a coup of a solution to move, let us wait and see.
If you are a carrier you have any good ideas?