Analysis And Design Of An Operations Platform For Mobile Data Services

Customer is the focus of an enterprise, and how to obtain and retain customers is an important marketing subject for an enterprise. In China, data services have become more and more important in the whole mobile telecommunication business market. The essential goal of capacity building with respect to data service is composed of investigating the developing stages of data service products, driving the precise marketing, and therefore bringing stable revenue for enterprises. Precise marking refers to the task that promote specific product to specific group of the clients,This task focuses on Database Marketing. Database marketing requires the mobile operators to differentiate their clients into groups, and establish a marketing idea of "Clients-As-Center". This method can not only level up the mobile operators' ability of promoting data value-add service, but also builds up an overall marketing system that facilitates the development of data value-added service.In the marketing practice of promoting data service products, on one hand, due to the dispersion of clients'data that are from various data service platforms and service supporting system,for example,BOSS,BASS,etc, it is very difficult for mobile operator to distinguish exactly the target clients'data from the massive data in database. On the other hand, although more and more data service products are created, developing merit products is also in an aimless stage because mobile operator don't know what services they should promote to the clients. In order to solve the aforementioned problems, it is crucial for mobile operator to develop a uniform platform that can integrate and analyze the data of clients' expenditure record, recognize different client groups for specific types of data service products, and then carry out marketing activities to improve success rate of promoting data service products. The article aims to study the application of database marketing in promoting data service by integrating the experiences of both domestic and foreign developments of database marketing, and the practice of the marketing of data service of CMCC, Yunnan Ltd. After researching the literature concerning database marketing and detailedly characterizing data service and database marketing, the author analyzed the requirements for Data Service Marketing Platform(DSMP), designed the system structure of DSMP , and participated in the engineering implementation of DSMP project of CMCC, Yunnan Ltd. Moreover, the author organized the corresponding promotion of the system.DSMP has been commercially operated since April 2007. It supports 3 promoting motheds and up to 9 marketing scheme templates, achieves the loop management of marketing campaigns, and can quickly deploy and implement the marketing campaigns. In addition, DSMP's template management motheds can effectively manage data mining of target clients and marketing campaigns. Specifically,for some key data service products, DSMP can differentiate clients into different groups based on verious dimensions,such as type of service, feature of consumption, and periodicity etc. and then precisely analyze client behaviors. Finally,DSMP is well accepted by users from different management levels.This strongly proves the validity of the system design.