The Research On Value-Added Business And Development Strategy Of China Unicom

The increasing popularity of wireless-telecom enables cell phone users to communicate with others freely at any time and any place. With the rapid development of telecommunication technology, cell phone users have more demands in aspect of information communication besides the basic demand of telephone conversation. The presence of point-to-point text message and the mode of China Mobile dream-net makes cell phone users step into an era of value-added services. The intra encouragement and support between value-added service developments.The value-added services of China have developed from zero to a eye-catching sunrise industry in a short period of five years/The profit from value-added service are making up an ever bigger percentage of the total profit of wireless-telecom services, becoming the major factor of increasing the operator's ARPU and service income. Statistics shows that the cell phone coverage has surpassed 60%in big cities like Beijing, Guangzhou and Shanghai. Accordingly, value-added service profit is increasing, accounting for as high as 15% of the total income and to about 30% by the year 2010 according to experts' prediction. (numbers taken from the on-line industry research report)Though value-added services are increasing the most rapidly and is the most promising sector of all the wireless-telecom services, we should not be blindly optimistic. The operator is faced with the problem of the users increases while the profit doesn't .In the fierce market competition, it is of vital importance for China Unicom to know well the value-added service market environment and its development characteristics, so that they can have a sensible localization of the value-added services and a proper arrangement of the value-added service hierarchy. By integrating the basis of the above knowledge, China Unicom can enlarge the market and promote the profit percentage of the value-added service effectively to realize a healthy and effective promotion of the value-added services.The enormous market potential of the value-added services is both challenge and opportunity for China Unicom. This article discusses the market promotion tactics of China Unicorn's value-added services by putting forward a series of theories in combination like issuing free products, regulating polices according to the market, promoting sales by making smart use of time and strengthening training channels, The discussion is based on the analyzing of SWOT matrix which comes from the research on the development reality and characteristics of China Unicorn's value-added services as on the development reality and characteristics of China Unicorn's value-added services as well as the reasonable localization of the value-added services. Sale theories and the experience of China Unicom. The article is aimed to provide some guidance for China Unicorn's value-added service market promotion.