A Study On Mobile Device Strategy For China Telecom

In the field of telecommunications, mobile device is a kind of pocket-sized device, which allows its user to receive mobile services provided by the operator. Successful mobile device strategy will assist China Telecom, the latest mobile operator, to catch the opportunity in 3G services and mobile internet.The main contents of this paper include four parts.PART I: Through considering mobile device strategies of nine excellent operators, this paper summaries up six inspirations. Combining the six inspirations, this paper analysis the current strategy of China telecom, finds some problems in product structure, customer perception and distribution channels.PART II: Base on customer participation theory, this paper proposes Leading Customer Participation Model and Total Customer Participation Model for China Telecom. Through the two models, China Telecom can optimize mobile device product structure, and improve customer perceived value of e-surfing mobile device.PART III: Base on Supply Chain Coordination Theory and Game Theory, this paper points out Revenue-Sharing Contract and Channel Strategic Alliances are effective methods for coordinating relationships between China Telecom, mobile device providers and social channels.PART IV: Finally , this paper proposes three specific recommendations: Establishing customer-participation information system; practicing meticulous customization; sharing revenue to device providers; building strategic alliance for e-surfing device distribution channels.