Coca-Cola's president once said: "If a fire burned the Coca-Cola, then the next day I can rebuild a Coca-Cola!" So confident, because Coca-Cola has a global household name, it has become one of the company nevermark is erased.Today, the communication industry chain manufacturers also see the traditional characteristics of the brand value of the industry is gradually through the cross-sectoral cooperation and win-win situation for business innovation.
Changes in the industry value chain integration urged
Integration of the telecommunications industry on issues of transformation and began last year, and it led the industry for technology, business, management and service a range of innovative thinking.Six operators are facing from the investment-led model of development characterized by analytical strategy to change the development model, business model transformation and integration into the business about the future development of a common topic.
Promote the transformation of China Telecom, a comprehensive, innovative development model to enhance corporate value; China Netcom Broadband made the Olympics, the international three strategies to promote corporate restructuring; China Mobile proposed to improve operating system, to create world-class enterprise, from the best towards excellence; ChinaUnicom proposed development model do a good job restructuring, enhance innovation capability ... ... Although the idea of transformation varied, but in the transition process as an important part of market development, cross-sectoral integration, and corporate brand and product brands are subject to operatorattention.
China Association of Communication Enterprises in the recent special committee to hold a value-added services on telecom operators with strong brands in the seminar, Vice Chairman of China Association of Communication Enterprises Hao Weimin pointed out: "Users of the requirements of communications and information services showing a more personalizedand diversity, these requirements are often unable to meet traditional telecommunications service industry, and many other industries is not required to meet their own. In order to cope with the pressure of market competition, industry convergence trend will be further strengthened. "
Research Institute of Ministry of Information Industry Wang Yumin, director of the Institute of Policy and Management also believes that the cooperation will be very important, and for enterprises to gain competitive advantage."Competition between telecommunications companies have not only the competition between individual enterprises, it gradually evolved into a business ecosystem with another enterprise ecosystem of competition, an industry value chain and another competition between the industry value chain."He said:" Who owns the ability to cooperate will be able to quickly integrate external resources; who can quickly integrate resources, will be able to quickly establish themselves as the center of ecosystems and the value network; who can become the ecosystem and value chainand value leader in the network, will have a sustainable competitive advantage. "
Data shows that the revenue from value-added service operators has been to slow the decline in ARPU value has played a significant role, to the end of 2005, mobile value-added services revenue in China Mobile, China Unicom, the proportion of mobile services revenue nearly 20%further strengthen the chain of cooperation on the various manufacturers have become very necessary, and that this cooperation will be on the industry chain is not limited to between the operator and the SP.
Brands of "1 +1" 2 "
In fact, this breakthrough in the traditional model of cross-industry cooperation model has been successful examples, creating a sensation of "Super Girls" with the traditional telecom operation is a typical case of brands.
"Super Girl" to get people to remember a series of brands - from Hunan Satellite TV, Linktone, the Tianyi advertising, Mengniu milk."Super Girl" model of success, and unique creativity, the role of traditional brands, but also provide rapid or fast moving consumer goods sales driven, which became a help message, "Super Girl" is a key factor in successful operation.
China Unicom's value-added services, general manager of Tong Xiaoyu that the "Super Girl" is the telecommunications industry and the media industry at a depth of cooperation: "'Super Girls' success, and, more successful, the 'Super Girl' music has become a Cool Ringtoneavailable to the majority of young consumers, it is 'Super Girl' after the success of the continued extension of the value provides a good platform. "He said that this is the operators and content and service providers as well as traditional media to produce a good businessmode.
"Considering the future development of the communications industry, operators of the main business will be data services, and the types of data services is very complex, in which case the operator wants to provide value to a large number of content providers must cooperate. "Wang Yumin said.
Is working with China Mobile, China Unicom, China Telecom, China Netcom and several mobile phone manufacturers to work closely in the tradition of the Rolling Stones Mobile Group brand and the integration operation of telecommunications brand already has a successful experience.Guchang Xin, vice president of the Rolling Stones Mobile that Rolling Stone brand has been able to combine with the telecommunications brand and a successful operation from the three key factors: First, use of brand content and resources, and promote bilateral cooperation and win-win; the second is fineoperations, using the original edge and expand user awareness; Third, concentrate on the key advantages of continuous play.
"We can for the life cycle of music and music promotion, and the user characteristics, to determine the promotion of value-added services strategy." Gu Changxin, said he believes that the characteristics of the Rolling Stones music promotion model is fast to win the first, with an average lead of 2 to 3weeks to determine the potential and the promotional value of songs, and then focus its resources on marketing, establishing a leading image, large degree of authority.Next, when competitors began to vigorously promote the intensive, small SP authorized to, and finally, the use of the opponent's marketing focus to do follow-style promotion, while counter piracy in the delegation of authority, oversight and other downloaded data SP secondary sales.
Tencent Ma Bin, vice president of wireless technology is talked about the company and the Coca-Cola co-operation in this well-known brand - drink a can of Coke a week for free game play KJAVA QQ; in the country 100 million cans of Coca Cola sponsorship to do coke zone ring tonepromotion; Coca-Cola cans in exchange text messages printed on the body the way Coke points ... ... he believes that this and the cooperation of high-value brand, for the purposes of Tencent QQ is an upgrade process, the same, "and mobile operators Tencent youngThere are many similarities between the user's attributes, the brand great room for cooperation. "
"Telecommunications industry has developed to the era of business operations." Chinese Vice Minister Wang Hongyu mobile data, said, "Even the voice itself, we have made a pattern, is to simply do a variety of communications." Wang Hongyu that can give depth cooperationoperators to bring direct benefits, "like. COM and South Korea have taken the initiative SKT development business strategy, market development, long-term business planning, integration of SP, also asked manufacturers custom business function terminal. Carriers of the R & D centerfocus on the business needs analysis, business, product planning, control of the value chain standards, promote the development of the whole industrial chain. "
Improve the profit distribution model is the key to win
Although WAP and ring tones / ring-hyun on behalf of the mobile value-added business services showed good growth, but value-added business revenue in the operator, the message is still the mainstream, the business of value-added services contribute to overall revenue growth has notplay.
"Wireless music downloads is a value chain, singers, music publishers is an important value chains. Only to make money every link, the value chain in order to continue." Wang Yumin, said win-win cooperation to achieve the value chain need tomanagement, "win-win cooperation is the key to find a good profit distribution model, which is the operator of the biggest challenges currently facing."
WANG Yu-min believes that the success of cooperation depends on six basic points: first, win-win thinking; second quality; third, relations; fourth, the contract; fifth, responsibilities, rights and interests of the game match the three correspondingrules; the sixth, stressed the importance of the future.
Gu Changxin proposed, in cooperation with operators to achieve win-win situation, we need to adapt to the characteristics of wireless applications, the innovation of its existing services.Gu Changxin to innovation boils down to three aspects: "First, the purpose and use of scenario has changed, from listening to the use of music ringtones, ringback tones have different purposes and the use of scenarios, the choice of different purposes for the track has a very big differenceTherefore, rhythm, volume, sound, etc. must be adjusted accordingly; Second, get in the way services have changed, so quickly build service platform to be accurate, and complete the appropriate technical supervision system; third terminal device has changed,To play for the actual situation of different mobile phone, adjust the status of different music. "It is reported that Rolling Stone has 2,200 mobile music phone adapter.
Ma Bin and mobile operators proposed mode of cooperation: "Through in-depth, effective joint marketing, brand building-level cooperation, promote common development Bici." He said the two sides will cooperate to create mobile operator customers to independence for youngSome of the exclusive value-added Internet service system, and ultimately improve customer value, stability, user resources, and greater ARPU contribution.
"Today's operators face a number of value chain, including value-added business value chain, channel value chain, the terminal value chain and service value chain," Tong Xiaoyu, said, "In such a complex industry value chain, only the business modellooking for innovative, to better integrate the resources of the whole. "
"Value chain is characterized by interlocking, interdependent, a loss for both." Wang Yumin, proposed, at the center of the telecom value chain, operators should carefully analyze each type of role and interests of the participants, in-depth understanding of various participantsthe interests of the objectives and motives, "learning to compete, learn to cooperate, learn to innovate."