Internet Plus By Moving From Product-centric Silos To Customer-centric Strategies Study

From the traditional retail era and Internet age, to the boom of the mobile Internet age, the emergence of a great amount of innovative business models and the rise of new type of Internet companies has broken through the barriers between enterprises and consumers, the phasing-out of the information gap has drew closer the enterprises and consumers and enabled the consumers to better understand the enterprises more easily.This relationship throws great challenge to the old management model of enterprise. And"transition anxiety" has become a common "disease" to every manager of traditional businesses."Transition" is an important strategy for enterprises to "metamorphose from current status",to "break through the dilemma",and to "achieve innovation". For traditional enterprises especially, not only courage is needed, but also right methods. In the past,many people thought that transition and innovation was the same thing. But actually innovation pursues new concept only, without any mention of breaking through the old part. Whereas, what transition asks for is to make a breakthrough to the past and set up newly things, to get rid of the success from the past and the existing competitive advantage, then step into the new path of development, and grow the new strength of development. This process discourages many traditional businesses from the beginning.According to the law of enterprise life cycle (growth, maturity and recession periods),there are basically two kinds of situations when it comes to enterprise "transition". One of them is to transform during the market mature stage. During this stage, the enterprise plans the strategic layout ahead to deal with the potential threat in the future, so that the enterprises can obtain better long-term development. Another transition happens during the market is in a downturn, the original competitive advantage of the enterprises has been weakened, and the market share is reducing. So the troubled business is forced to find new growth opportunities. It has been proved that it is a lot easier for enterprise to transform during the "mature period". China Telecommunications is one of the great examples where traditional enterprises looking for proper way to reconstruct during their"mature period".In 1998, China's fixed network and mobile network started to be separated, which opened a new chapter in China's telecommunications industry. Telecommunications,China Unicom, and China Mobile formed a triangular competition, which has been developing for 2o years. Based on China's protection policy to telecom operators, the early telecommunications industry competition was not intense. But now the market is growing, the operators all focus on the expansion of the market, and their prospects are unlimited. However, with the gradual maturity of the market environment, the competitive patterns have been changed. Especially the arrival of the mobile Internet brings a huge impact to the traditional business of telecom operators. The voice services of the three main operators have been gradually reduced and SMS usage dropped sharply.The core businesses, which are the sources of profit, are shrinking. And the managers of the operators are aware of the arrival of the crisis and knowing that the key for sustainable development is to find an effective path to transmit.This paper will be based on the case of China Mobile to come up the diagnosis of the threats existed in mobile Internet era. Giving consideration to the experience from the model enterprises, the failed enterprises and the enterprises that are still feeling their way in terms of transition,with the combination of customers' needs,this paper shed some lights on the related analysis obstacles. In the end, this paper will sum up the key factors in China Mobile transformation in the aim to find sustainable development methods and path and to help China Mobile to transform towards custom-orientated management.