Eight-dimensional accurate positioning of user needs effectively increases 3G traffic

The "Eight-Point Method" proposed by Guangxi Unicom is a 3G traffic management support solution. Through PS domain signaling mining, it accurately locates 3G traffic management from eight dimensions, including user packages, terminals, locations, time periods, and business habits.

　　Dimension 1: 3G traffic busy and idle time dimension. Through signaling analysis of the active time periods of existing network business traffic, it is convenient for the market to refer to and develop differentiated 3G business strategies such as regional discounts, targeted discounts, and time-sharing discounts.

　　Dimension 2: 3G traffic and location. Guide the regions with the largest traffic contribution to strengthen 3G marketing and publicity, and at the same time increase the frequency of 3G mainstream business guidance to effectively increase the average traffic value of existing users.

　　Dimension 3: 3G terminals, packages, and location. Signaling analyzes the 2G/3G network support capabilities of user terminals, matches user packages, and guides the market to implement precise marketing for potential 3G users to improve the effective development rate.

　　Dimension 4: 3G terminal activity and traffic dimension. The more active the terminal is, the more dependent it is on the 3G network and the higher the average value per user.

　　Dimension 5: 3G terminal type and location dimension. Correlation analysis is performed on user terminal models, IMSI numbers, and cell location information to understand the distribution of different types of 3G terminals in different regions and implement differentiated sales and promotion strategies for 3G terminals in different regions.

　　Dimension 6: 3G service type dimension. Analyze the click-through rate and traffic proportion of various service users in the existing network to locate the breakthrough point of 3G service marketing according to the user's service behavior preferences.

　　Dimension 7: 3G services and location dimensions. Analyze the differences in Internet services of users in different regions, accurately grasp user needs, and implement differentiated marketing and promotion strategies based on the business habits of users in different regions.

　　Dimension 8: 3G services and terminals. Analyze the differences in the adaptation of different types of terminals to 3G services, guide the market to sell terminals with high adaptability to 3G services, increase user stickiness to 3G networks, and increase average traffic per household.

　　In practice, Guangxi Unicom has carried out pilot support for 3G traffic management based on the "eight-point method" in 11 prefecture-level branches, including Nanning, Liuzhou, Guilin, Yulin, Wuzhou, Laibin, etc., and carried out precise analysis of user behavior and product needs for marketing activities such as "3G stock user maintenance activities", "fourth quarter replacement storm", and "2G/3G Internet traffic packages", and continued to provide potential customers for market precision marketing. It has successfully excavated a total of 182,000 potential users who open GPRS, potential 3G packages, potential traffic cards, and potential replacement of 3G terminals, and output high-value information such as "best marketing position", "differentiated business promotion in different regions", and "differentiated terminal promotion in different regions". After the marketing department of the branch applied these data for marketing, it generated benefits of 3.5 million yuan.

　　Case Review

　　Judging from the recent market actions of China Unicom’s provincial companies and the case of Guangxi Unicom, traffic has finally transformed from a “selling point” to a “commodity”; in addition, when “traffic management” became one of the hottest words in the industry, Guangxi Unicom used the “eight-point method” to gradually implement this hot topic, turning method theory into practice and generating benefits.

　　Since the official commercialization of China Unicom's 3G business, China Unicom Group has implemented the "six unified" 3G business strategy. In terms of pricing of 3G products, it insists on the A and B packages that have been complained about by the industry, and firmly associates the size of the data package in the package with the number of voice minutes. That is, if users need to use a large data package, they 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' data usage is not encouraged, and China Unicom's leading high-speed 3G network seems to be just a "selling point" for promoting its 3G business. However, with the rapid popularization of mobile Internet services and smart terminals, data based on high-speed 3G networks has become a new revenue growth point for operators. Voice consumption and data consumption under the same user account are both valued, and operators begin to encourage users to use mobile Internet services and stimulate users to use as much data traffic as possible. In this industry development environment, data traffic in mobile networks has begun to change from a "selling point" to attract users to join the network to a new "commodity" to generate revenue for operators. Major operators have launched traffic packages outside of packages, and some operators have even innovatively materialized traffic and turned it into perceptible traffic package recharge cards. These fully demonstrate the changing role of mobile data traffic in the operations of operators.

　　When operators pay attention to users' traffic consumption, how to cultivate users' traffic usage habits and stimulate users' traffic consumption scale has become the top priority in the so-called "traffic management" era. Through in-depth analysis of users' traffic usage process, it is not difficult to find that traffic usage is related to many factors such as users' terminals, packages, locations, service types, time, etc. However, in what combination of these factors can be conducive to promoting users' traffic consumption, it is necessary to conduct in-depth research and analysis on users or conduct detailed mining of users' historical consumption data to obtain useful conclusions. Guangxi Unicom has used the latter method. Based on the mining of users' historical consumption data, it has conducted correlation analysis between users' traffic consumption scale and these factors, found useful combinations, and applied them to market promotion practices, initially realizing the increase of users' traffic consumption scale.

　　In general, traffic is changing from a supporting role in creating influence to a leading role in generating revenue in operators' operations. At the same time, operators' management of traffic is also changing from unified and extensive management to refined and segmented management. Operators are committed to exploring mobile data consumption information in the mobile Internet era and bringing new business opportunities.