Eight dimensions accurately locate user needs to effectively increase 3G traffic

The “eight-point method” proposed by Guangxi Unicom is a 3G traffic management support scheme. Through the PS domain signaling mining method, the 3G traffic management is accurately positioned from eight dimensions: user package, terminal, location, time period, and business habits.

Dimension 1: 3G traffic free time dimension. Analyze the active time of the current network traffic through signaling, and facilitate the market to carry out differentiated 3G business strategies such as regional preferential, targeted preferential, and time-sharing preferential.

Dimension 2: 3G traffic, location dimension. Guide the market to promote 3G marketing and publicity in areas with large contribution to traffic, and at the same time strengthen the frequency of 3G mainstream business guidance, and effectively increase the per-channel flow value of existing users.

Dimension 3: 3G terminal, package, location dimension. The signaling analyzes the 2G/3G network support capability of the user terminal, matches the user package, guides the market to implement accurate marketing of potential 3G users, and improves the effective development rate.

Dimension 4: 3G terminal activity, traffic dimension. The higher the activity of the terminal, the greater the dependence on the 3G network, and the higher the average value per household.

Dimension 5: 3G terminal type, location dimension. Correlate analysis of user terminal model, IMSI number, and cell location information, grasp the distribution of different types of 3G terminals in the area, and implement differentiated sales and promotion strategies for 3G terminals in different regions.

Dimension 6: 3G business type dimension. Analyze the click rate and traffic ratio of various business users on the live network, and facilitate the positioning of 3G business marketing breakthrough points according to user business behavior preferences.

Dimension 7: 3G business, location dimension. Analyze the differences in users' online services in different regions, accurately grasp user needs, and implement differentiated marketing and promotion strategies for user business habits in different regions.

Dimension 8: 3G service, terminal dimension. Analyze the differences in 3G service experience adaptation between different types of terminals, guide the market to sell terminals with high 3G service adaptability, increase the stickiness of users to 3G networks, and increase the average household traffic.

In practice, Guangxi Unicom has carried out 3G traffic management pilot support based on the “eight-point method” in 11 branches of Nanning, Liuzhou, Guilin, Yulin, Zhangzhou and Laibin, targeting “3G stock user maintenance activities” and “ Marketing activities such as the “fourth quarter change storm” and “2G/3G Internet traffic package” carry out accurate analysis of user behavior and product demand, and continue to provide potential customers for market accurate marketing. And successfully tapped the potential to open GPRS, potential 3G packages, potential traffic cards, potential replacement of 3G terminal users a total of 182,000, output "best marketing position", "different regional differentiation business promotion", "different regional differentiation terminals Promote "high-value information," after the application marketing of these data in the branch market department, the benefits will be 3.5 million yuan.

Case review

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 “flow management” became one of the hottest words in the industry, Guangxi Unicom used The "eight-point method" gradually puts this hot topic to the ground, turning method theory into practice and generating benefits.

Since the official commercialization of China Unicom's 3G business, China Unicom has implemented the “six unified” 3G business strategy. In the pricing of 3G products, it insists on the A and B packages that have been squandered by the industry, and firmly implements the size of the traffic packets and the number of voice minutes in the package. Forward association, that is, users need to use high-end packages with large voice packets if they need to use large traffic packets, otherwise they will have to use 3G traffic according to the higher tariffs outside the package. Under this strategy, the user's traffic usage is not encouraged. 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 spread of mobile Internet services and smart terminals, traffic based on high-speed 3G networks has become a new revenue growth point for operators. At the same time, voice consumption and traffic consumption under the same user account have been taken seriously, and operators have begun to encourage users. Use mobile internet services and stimulate users to use data traffic as much as possible. In this kind of industry development environment, the data traffic in the mobile network begins to be changed from the “selling point” that attracts users to the network to the new “commodity” that the operators generate revenue. The major operators have launched the traffic packets outside the package, and even some of them. The operator's innovative materialization of traffic into a perceptible traffic packet recharge card fully demonstrates the shift in the role of mobile data traffic in the operator's operations.

When operators pay attention to users' traffic consumption, how to cultivate users' traffic habits and stimulate users' traffic consumption scale becomes the first priority in the so-called "flow management" era. Through in-depth analysis of the user's traffic usage process, it is not difficult to find that the use of traffic is related to many factors such as the user's terminal, package, location, service type, and time. However, in the combination of these factors, it is beneficial to promote the user's traffic consumption. It is necessary to conduct in-depth research and analysis on the user or meticulously mine the user's historical consumption data to get useful conclusions. Guangxi Unicom is using the latter method, based on the user's historical consumption data mining, correlating the user's traffic consumption scale with these factors, looking for useful combinations, and applying it to marketing practice, initially realized The increase in user traffic consumption scale.

In general, the traffic is shifting from the supporting role of manufacturing influence to the protagonist of revenue generation in the operation of the operator, and at the same time, the operator's operation of the traffic is changing from the extensive operation of the unified system to the refined segmentation operation. Operators are working to tap into the mobile data consumption information in the mobile Internet era and bring new business opportunities.

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