According to the operating data of January 2018, the three major operators have more than 10 million net users, and the total number of mobile phone users exceeded 1.43 billion, with a penetration rate of more than 103/100. Among the stock and incremental users, one person has more than one number, one machine has multiple numbers, the second card slot, and even human water and other factors can not be underestimated.
On March 5, Premier Li Keqiang’s government work report called for “significantly reducing household broadband, corporate broadband and leased line usage fees, and canceling traffic roaming chargesâ€.
On March 6, Chen Xiongxiong, deputy minister of the Ministry of Industry and Information Technology, said that the basic telecommunications companies should be lifted to cancel the traffic roaming charges before July 1. After the roaming fee was cancelled, the geographical restrictions on the mobile phone number were completely broken, and it became a real "Shenzhou line."
Under the unlimited package, users such as one-person multi-number, one-machine multi-number, and second card slot will be greatly affected, and the competition for future card slots will be gathered in the main card slot.
Find silent card users, precise marketing targeting activation
According to the silence time, the users of the silent card are hierarchically graded from the dimensions of MOU, DOU, and ARPU. Divide different types of silence, such as the stop number, the low premium number, one machine number, the called card, and so on.
For different types of silence, the person is responsible for pushing the relevant business to improve the exposure of the life scene of the silent card and enhance the stickiness.
For high voice caused by sudden drop of MOU, users are required to push voice packets and give away traffic packets;
For the traffic demand users caused by the DOU dip, push the unlimited package and give the voice package;
For the security card caused by the sudden drop of the ARPU, the voice packet and the traffic packet are pushed.
During the marketing process of the silent card, it is necessary to pay attention to the number of users in the network. It is necessary to analyze the user's comprehensive ARPU and analyze whether the card is silent or not, and minimize the loss in the network. In the targeted promotion, it is necessary to unify the content and calibre to prevent unnecessary complaints from growing due to the upcoming “new and oldâ€.
Accurately locate the demand for the second card slot and promote the "small two turn positive"
The second card slot distinguishes the second card slot in the network from the second card slot in the different network. The second card slot user in the network is actually a multi-number user. To prevent accidental injury, it is not analyzed here.
The main object of the relocation is the second card slot user of the different network, that is, the main card slot is a different network, and the second card slot is the user of the network, which can be understood as promoting the "small two-turn positive". The second card slot user is either a traffic card or a voice card.
If the traffic card is associated with the APP registration, the stickyness of the card is relatively high, and should be pushed forward first, and the main card application is completely compressed by the traffic packet + voice packet to reduce the exposure of the production scene.
If it is a voice card, the main card is generally unable to satisfy the voice. At this time, a large voice packet should be pushed, and a traffic packet is given at the same time to push the user to change the card.
The main card slot is the local network, and the second card slot is a different network user, which distinguishes the user's communication needs and social life needs. If the primary card slot cannot meet the user communication requirements, the corresponding traffic packet or voice packet should be pushed to it. For the user to intentionally separate work and life, artificially distinguish between the main card slot and the second card slot, it is recommended to push the premium number for him to choose, and try to replace the second card slot different network number with the new card.
Comply with the "new retail", mobilize online and offline
The reason why Tencent Wangka can spread quickly and form a flood of potential is to a certain extent, online high-implantation, soft and hard advertising, and offline convenience. Through Wangka’s going to the countryside, it constantly enriched China Unicom’s “harvesterâ€.
In addition, the unique transmission speed of the line is fast, the audience is large and the expenses are low. And online also eliminates a lot of operating costs and expenses. Therefore, moving the user to the main card slot also requires such online and offline linkage to expand the contacts to promote efficient migration.
Simplifying the processing of traffic is a necessary means to improve the efficiency of channel processing.
Through online promotion and providing application entry, users who have the need to handle it are at your fingertips. Now the WeChat public number and service subscription number of the municipal companies are very good drainage portals. There is a need to quickly increase the number of subscribers currently subscribed. For those who can determine the resident base station cell, the migration target user list should be packaged to the nearby offline channel, and the relocation progress should be accelerated by means such as rewards and other incentives to stimulate the channel to call out.
Improve off-grid barriers and retain moving users
It is the first step to complete the user's move to the main card slot. The second step is to build the user to leave the network barrier to retain the user. When developing a user retention policy, factors that have a significant impact on the industry over the next two years need to be taken into account.
For example, speeding down the fee + new and old power + roaming fee cancellation + virtual business expansion licensing + 5G + full port number transfer network + traffic is not clear and so on. At this stage, the biggest policy bonus for users is to cancel roaming charges + traffic charges by at least 30% during the year before July 1. Therefore, the established retention policy must meet the expectations of the users.
At present, the large video + large traffic + unlimited volume has gradually become the mainstream, for high DOU users and high MOU, respectively. Operating data shows that the unlimited package has a higher stickiness and the user has a lower off-network rate. Moreover, after the cancellation of the roaming fee, the mobile phone number card of the package fee will inevitably flow to the high ARPU area with developed economy and fierce competition. At that time, each business unit will face internal and external attacks by operators across the country. Therefore, increasing the proportion of the main card slot unlimited package actually builds up the user's network barrier, and also reduces the role of the second card slot in disguise.
In the era of mobile Internet, any business operation, especially the highly reproducible business strategy, requires quick fixes to dominate the competitive trend. Is China Mobile ready for the upcoming main card slot battle?
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