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Guangxi Unicom ’s “eight-point method†is a support plan for 3G traffic management. It uses PS domain signaling mining methods to accurately position 3G traffic management from eight dimensions such as user packages, terminals, location, time period and business habits.
Dimension 1: 3G traffic free and busy period dimension. Analyze the active period of service traffic on the existing network through signaling, so that the market can refer to differentiated 3G business strategies such as regional discounts, targeted discounts, and time-sharing discounts.
Dimension 2: 3G traffic and location dimensions. Guiding the market to make greater contribution to traffic to strengthen 3G marketing and publicity, and at the same time strengthening the frequency of 3G mainstream business guidance, effectively increasing the value of existing users' average traffic.
Dimension 3: 3G terminal, package, and location dimensions. Signaling analyzes the user terminal's 2G / 3G network support capabilities, matches user packages, guides the market to implement accurate marketing for potential 3G users, and improves the effective development rate.
Dimension 4: 3G terminal activity and traffic dimensions. Terminals with higher business activity are more dependent on the 3G network, and the higher the average value per household.
Dimension five: 3G terminal type and location dimension. Associate analysis of user terminal model, IMSI number, cell location information, grasp the distribution of different types of 3G terminals in the region, and implement differentiated sales and promotion strategies for 3G terminals in different regions.
Dimension 6: 3G service type dimension. Analyze the click rate and traffic proportion of various business users on the existing network to facilitate the positioning of 3G business marketing breakthroughs based on the user's business behavior preferences.
Dimension 7: 3G business and location dimensions. Analyze the differences of users 'online services in different regions, accurately grasp the needs of users, and implement differentiated marketing and promotion strategies for users' business habits in different regions.
Dimension 8: 3G service and terminal dimensions. Analyze the differences in the adaptation of different types of terminals to the 3G service experience, guide the market to sell terminals with a high degree of adaptation to the 3G service, increase the user's stickiness to the 3G network, and increase the average household traffic.
In practice, Guangxi Unicom has carried out pilot support for 3G traffic management based on the "eighth method" in 11 regional branches in Nanning, Liuzhou, Guilin, Yulin, Wuzhou, and Laibin, aiming at "3G stock user maintenance activities", " In the fourth quarter, the "Replacement Storm" and "2G / 3G Internet Traffic Package" and other marketing activities carried out accurate analysis of user behavior and product needs, and continued to provide potential customers for accurate marketing in the market. It has successfully tapped out a total of 182,000 potential GPRS users, potential 3G packages, potential traffic cards, and potential replacement of 3G terminal users, and output "best marketing position", "differentiated business promotion in different regions", and "differentiated terminals in different regions". Promotion and other high-value information, after the application marketing of these data by the branch marketing department, generated a benefit of 3.5 million yuan.
Case comments
Judging from the recent market actions of China Unicom's provincial companies and the case of Guangxi Unicom, traffic has finally changed from "selling point" to "commodity"; in addition, when "traffic management" has become one of the hottest words in the industry, Guangxi Unicom uses The "eight-point method" gradually brings this hot topic to the ground, turning method theory into practice and producing benefits.
Since China Unicom's 3G business was officially put into commercial use, China Unicom Group has implemented the "six unified" 3G business strategy. In the pricing of 3G products, it has adhered to the A and B packages that have suffered from industry complaints. Positive association, that is, users who want to use a large data package must use a high-end package that includes a large voice package, otherwise they have to use 3G data according to the higher tariff standard outside the package. Under this strategy, users' traffic usage is not encouraged, and Unicom's leading high-speed 3G network seems to be only used as a "selling point" for its promotion of 3G services. However, with the rapid popularization of mobile Internet services and smart terminals, traffic based on high-speed 3G networks has become a new revenue growth point for operators. Voice consumption and traffic consumption under the same user account have been emphasized at the same time, and operators have begun to encourage users. Use mobile Internet services and stimulate users to use data traffic as much as possible. In this industry development environment, data traffic in the mobile network has begun to change from a "selling point" that attracts users to the network to a new "commodity" that generates revenue for operators. Major operators have launched data packages other than packages, and even some Operators innovatively materialize traffic and turn it into a perceivable traffic pack recharge card, all of which fully illustrate the changing role of mobile data traffic in operators' operations.
When operators pay attention to users' traffic consumption, how to cultivate users' traffic usage habits and stimulate users' traffic consumption scale has become the first priority in the so-called "traffic management" era. Through in-depth analysis of the user's traffic usage process, it is not difficult to find that the traffic usage is related to the user's terminal, package, location, business type, time and many other factors. However, what combination of these factors can be beneficial to promote the user's traffic consumption, it is necessary to carry out in-depth research and analysis of the user or carefully excavate the user's historical consumption data to get a useful conclusion. Guangxi Unicom is using the latter method, based on the user ’s historical consumption data mining, to analyze the user ’s traffic consumption scale and these factors, find a useful combination from it, and apply it to market promotion practice, the initial realization To improve the scale of user traffic consumption.
In general, traffic is changing from a supporting role of manufacturing influence to a protagonist of revenue generation in the operation of operators, and at the same time, the operation of operators on traffic is also changing from extensive unified operation to refined subdivision operation Operators are working to tap the mobile data consumption information in the era of mobile Internet and bring new business opportunities to them.
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