运营商后向流量对集团短信的替代作用研究——以某电信运营商集团客户市场为例

Substitution Effect of Sponsored Data on Enterprise SMS——Illustrated by Group Customer Market of a Telecom Operator

随着智能终端的普及以及互联网应用的蓬勃发展,越来越多的企业与运营商开展后向流量的合作,达到刺激用户增长以及客户关系维系的目的。因此,近两年运营商集团客户的后向流量增长贡献不断提高,而集团短信却逐步下滑。采用计量经济学模型揭示两者之间的关系,结果表明,后向流量对集团短信具有显著的替代作用,这种趋势在未来发展中不可逆转;而且后向流量经营是集团客户经营的蓝海,对于运营商信息化收入增长至关重要。提出三方面建议:一是建立流量交易平台,二是推动后向流量经营平台化发展,三是打造大流量型行业应用,促使流量经营向着可持续的方向发展。

With the popularity of smartphones and booming development of Internet applications,more and more enterprises start to carry out cooperation in sponsored data with telecom operators,in order to stimulate user growth and maintain relationship with their own customers.In recent two years,contribution of sponsored data revenue from the group customers has increased very fast while contribution of enterprise SMS has become gradually declining.This paper tries to reveal the relationship between the two with econometric model,and result shows that sponsored data has a significant substitution effect on enterprise SMS.This trend is irreversible in the future,and sponsored data is so important in the growth of information communications technology,so three suggestions are put forward：firstly,create a trading platform of sponsored data;secondly,promote the platform operation of sponsored data;thirdly,develop applications which require more sponsored data.