Marketing Strategy Of Mobile Operators Group's Information Products

With the management theory and marketing knowledge, I obtained through MBA courses and years of work experience in telecom industry, I would like to summarize the marketing strategies for mobile operators to promote their group products in China. Due to the serious telecom market competition, revenue from group products occupies an increasingly large portion for telecom operators. Since the voice products are developing very slow, the operators all put their focus on information products targeting for group clients. Through an in-depth study of mobile email service provided by China Mobile to small and medium-sized companies, the thesis analyzed the product features, the market environment and the nature of various group clients. According to the nature of different industries and target markets, the operators can prioritize certain industries and regions as their business focus. The thesis has adopted PEST, SWOT and other methodologies to study the mobile email service provided by China Mobile to small and medium-sized companies. It concluded which industries are the major market for mobile email services and should be developed with top priority. Then appropriate sales channels, advertising plan and other promotion strategies can be made for these target market segmentations.