problem03 yunyan chang-hong fei

8/3/2019 Problem03 Yunyan Chang-Hong Fei

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A Success in Chinese ICT Industry

China Mobile Limited

Yunyan Chang

Hong Fei


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Overview

Brief introduction of CML Development Strategies Current SWOT analysis Prospective development


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What is China Mobile?

China Mobile Limited, which is the leading mobile services

provider in China, boasts the world's largest mobile network and

the world's largest mobile customer base. Over ten years of efforts,

China Mobile has established a comprehensive network with large

coverage, high quality, rich variety of businesses and first-class

customer services.

China Mobile operates not only basic mobile voice services but

also value-added services such as data, IP telephone and

multimedia. It has the right to operate Internet services and the

international gateways, reputed for its brands like Go-Tone, Easy-own and M-Zone.


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Popular Products


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As of 31 December 2010, the Group had a total staff of 164,336 and

a customer base of 584 million, and enjoyed a market share of

approximately 69.3% in Mainland China. The Group's GSM global

roaming services covered 237 countries and regions and its GPRS

roaming services covered 186 countries and regions.


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Why successful?

The Eternal Goal of China Mobile:Striving to become creator of superior

The Corporate Mission of China Mobile:Communicate a boundless world and construct an information society

The Core Value of China Mobile:Responsibility makes perfection


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Blue Ocean Strategy

Blue ocean, denotes all the industries not in existence today,

which describes the wider, deeper potential of the unknown

market space, untainted by competition.

Blue Ocean Strategyholds the idea that growth and profits an

organization can generate by creating new demand in anuncontested market space, are much higher than by competing

head-to-head with other suppliers for known customers in an

existing industry.


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Blue Ocean Strategy

Strengthen new customer acquisitionsTarget: young users and migrant-markets

Tap the potential of voice services Promote value-added business

i.e. SMS, Wireless Music, MMS

Focus on improving customer experience and creating value forcustomers

Enrich and enhance products for family and corporate customers Explore new operating models


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Low-cost and Efficient Strategy

Centralizationcentralized financial management, centralized network operations andmaintenance, centralized procurement

Standardizationapplied in various aspects including equipment configuration, construction

regulation, business processes and corporate management, to enhanceefficiency and quality, and ultimately reduce cost.

Informatizationthe efficiency of operational management is greatly enhanced throughmanagement information system


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Client-centralized Strategy

CML adheres to its mantra of "Customers are our priority, quality

service is our principle" and endeavors to build its new competitive

advantage in services. It has preliminarily set up a network quality

evaluation system based on customer perception, which intend to

improve network quality from the perspective of customerexperience and assured customer satisfaction. The Group's

customer satisfaction rate and complaint rate per million

customers for 2010 were the best among its industry peers in

Mainland China.


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Social-Friendly Strategy

China Mobile has established a sound relationship with the

government and local society by playing an active role in

various social activities as a supportive method for promoting

its products. Besides, the Group also did a great job in

disaster relief and emergency communications operations. Italso established the Environment Protection Education

Foundation for the sake of public welfare project. Owing to

such efforts, China Mobile was honored The Best Corporate

Citizen by multiple bodies.


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What is CML currently facing with?

S W

T O

Abundant business resources

Stable client sources

Huge business scale

Good brand image

Immature management system

Inefficient operational procedures

Decrease in fixed-net users

Emerging competitorsflooding into Chinese ICT

market

Intensifying competitions fromlarge international companies

Fast-changing marketsituation

Supportive policies

Various demands from customers Fast development of Chinese ICT

industry


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Prospective Future

Support System Accurate market

analysis

Increase managementefficiency

Explore new operatingmodels

Technically

Optimize networkquality and operating

support capability

Step up in technologicalinnovation

Establish low-costInternet Data Center

(IDC)

Client Services

Better target the needsof customers

Improve customerexperience

Pursue refined sales andprecise services


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problem03 yunyan chang-hong fei

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