移动业务从传统话务量经营向流量经营转型研究

Study on transformation of mobile operation from the traditional telephone traffic management to flow management

随着进入3G时代,移动互联网蓬勃发展,3G用户成倍增长,非话音收入快速增长,流量的价值已经成为运营商未来的核心价值所在,也正在上升为国内运营商间竞争的制高点,流量经营已经成为国内外移动运营商不得不认真面对的重大课题。在当前市场条件下,对运营商而言,2 G语音与3 G流量的融合经营是重点,线上线下渠道互动、体验式营销与流量销售能力提升是关键,对高端用户与高价值行业应用的挖抢和渗透将决定其在今后市场竞争中的地位。

With the entry into the 3G era, as the mobile internet vigorously develops, 3G users develop exponentially, and non-voice revenues grow quickly, so the flow value has become the future core value of operators, also rising to the focal point in domestic competition. Flow management has become the seriously major task that the domestic and foreign mobile operators must face. In current situation, the integrated operation of 2G voice and 3G flow should be stressed; interactive channel, trial marketing and flow sales are the key points; the penetration of high-end users and high-value industry will determine the operators＇ position in the market competition.