| The progress of the society and the innovation of information technology are promotingthe mobile Internet developing rapidly. On the one hand, handheld smart devices includingsmart phones, ultra-miniature laptops have become universal. In this situation, commonpeople’s expectation for the cover scope and speed rate of the mobile Internet increases. Onthe other hand, all of the communications operators have built many mobile Internet, such asGPRS, CDMA,3G,4G and so on. But the current mobile Internet has low speed rates andhigh prices that common people couldn’t accept widely. Thus the current development of themobile Internet can’t meet the huge needs of common people. Just then, free WiFi offersanother solution with high speed rate and low price for this problem. However, regardless ofwhether the WiFi hotspots are built by enterprises and businesses as local area network or bygovernment as the city’s area network, they lead to high expenditures on both constructionand maintenance while they provide free WiFi services.How to solve the contradiction between free services and high costs of construction andmaintenance during the development of wireless access? The China Mobile company, FoShan,GuangDong, proposes a better solution named “Service Easy” to this contradiction. Thisthesis focuses to expound the background, principles, overall design proposal, operationalpreparation, business model, business operations and other cases of the “Service Easy” projectwhose management the author actually has taken part in during the past two and a half years.The significances of developing broadband and wireless broadband access and thedisadvantaged of the speeds and prices of mobile Internet are pointed out and the challengesand opportunities in the Chinese mobile wireless are emphasized at the beginning of thisthesis. Then the function requirement, principles and overall design proposal of the "ServiceEasy" wireless advertising platform are explained. In the design proposal, it states clearly thatcommunication operators build the free WiFi hotspots independent or together with thegovernments and business companies and common people can enjoy WiFi services for free.But at the same time, common people enjoying the free WiFi services need to accept limitedadvertising implantation and subsequent SMS marketing. Thus, the advertising revenue canbe used to pay for the cost of construction and maintenance of the free WiFi hotspots. Theoperational preparations for the “Service Easy” wireless advertising platform are presented inthe next part, such as building the operations team, ascertaining the procurement vendors ofhardware and software, summarizing the features of the platform, making the leaflets ofproduction, setting merchant charge standards and doing the risk assessment. And then, two different business modes,"business self" mode and "entrusted management" mode of theChina Mobile "service easy" wireless advertising platform are proposed and analyzed. Twopractical cases named “BaoLi West Street” and “QianDeng Lake” are presented to validate thefeasibility and commercial values of the "Service easy" project. At the end, the periodicevaluation reports from the internal and external about the project are demonstrated. Theactual commercial operation cases show that the contradiction between free wireless accessservices and high costs of the construction and maintenance would be solved very well by the“Service Easy” wireless advertising platform. As a result, the ultimate goal of providingcommon people with the free and high-quality broadband wireless access services can beachieved. |
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