The Research On China Telecom Product Innovation Management

With the rapid and deep global reform of Telecommunication Industry, new technologies and new services are emerging in an endless stream. Product innovations become the main driving force that contributes to the success for the telecommunication operators in the future competition. Especially when it comes to China Telecom, which is exposed to a fierce market competition in China nowadays, there is a far-reaching realistic significance to seek for a product innovation approach.Firstly, the paper summarizes the main theory regarding product innovation, and analyzes the characteristic and development trend for telecommunication industry. It still refines the practical experience in product innovation of the foreign telecommunication operators and provides a reference for China Telecom.Secondly, based on the analysis of China Telecom's current situation, it can be conclude that three factors including the change of customer demands, the development of new technologies and the fiercer market competition are urgently driving the product innovations of China Telecom. At the same time, the existing problems in product innovation are pointed out. Furthermore, based on theoretical research and combined with the analysis of actuality and development trend of China Telecom, it is systematically elaborated that how to realize and improve customer-oriented product innovation management. It includes several detailed items as follows. It clarifies the connotation of customer-oriented product innovation management, and puts forward product selection model and strategy of product innovation. It describes and proves the product integrated innovation pattern focusing on business mode with case analysis of Bestone and IPTV product development. It still brings forward the detailed suggestion that establishing centralized and professional innovation organization structure, supplemented with intensive and voluntary innovation by comparing several organization forms. And it describes main content of product innovation management process, which consists of introducing product originality, making commercial trial after implementing new product and evaluating benefit with product launching into market, with the process being controllable and interactive.In the end of this paper, based on the abovementioned researches and practices, the main points on product innovation of China Telecom is summarized, which could be used for reference in product innovation management for Chinese telecommunication operators.