| Xiao XunTong is a comprehensive informatization solutions provided by ChinaMobile for the education sector, which mainly provides the informatizationservices of information communication, teaching and counseling etc. for teachers,parents, and students. China Mobile Group Shanghai Co., Ltd.(hereinafterreferred to as "Shanghai Mobile") has Xiao XunTong as the core product ofinformatization for education sector. In2007, started by relying on the practicalprojects home-school interaction of the Shanghai Municipal Government,currently with the home-school interaction, Xiao XunTong portal website as thebasic services, while providing Xiao XunTong communities, SMS safe messageand other value-added services. With the development of the Internet, cloudcomputing and4G network, along with the rising levels of educationinformatization, Xiao XunTong could no longer meet the needs of customers, andit's therefore necessary to optimize the product structure as well as to develop theinnovative product features.In this paper, with the Shanghai Mobile Xiao XunTong products as the studysubject, the focus is the analysis on the status quo of Xiao XunTong, its productstructure and the situation of its competitors, to understand the currentshortcomings of Xiao XunTong products, and through the analysis on product lifecycle, BCG Matrix, and consumer satisfaction research etc., to further point outthe presence of unreasonable product structure in Xiao XunTong products, lack of rich product features, the products cannot meet the development needs ofcustomers and other issues.On this basis, the product development strategy for Shanghai Mobile XiaoXunTong business is proposed. A moderately leading product developmentstrategy and the product development strategy based on customer satisfaction aredeveloped, which are mainly carried out in the two sectors of the optimization forexisting product features and the development of new product features. Theoptimization for Xiao XunTong product features is carried out in the several keyaspects including optimization for home-school interactive products, optimizationfor Xiao XunTong portal website, refined adjustment for education MMS, andupgrade of office SMS to digital campus products etc.; and the developmentstrategy for new product features mainly includes the7parts: development ofXiao XunTong products based on mobile phone clients, development ofeducational content resources, safe school bus, electronic schoolbag, safe campus,campus all-in-one card, and baby plan. |
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