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The author:(作者)aaapublished in(发表于) 2014/8/12 2:38:56 4G coming， moves to abandon the “moving“ brand，
4G coming, moves to abandon the "m-zone" brand – China Mobile, m-zone-IT news 4G coming, moves to abandon the "moving" brand
March 2003, mobile made has a makes telecom industry attention of moves, domestic mobile communications market marketing history's first a customer subdivision brand--"dynamic Strip" turned out to was born, this is China communications industry first not to business for distinguish, and to customer for oriented, target by all pointed to 15-25 age of young fashion ethnic, to build "young of communications autonomous regions" for mission, tries their best to create "fashion, and fun, and exploration" of brand charm space, in 2009 years around, Adjust the brand's target audience is young 3-year-olds, locking 12-25 young fashion group, basically ranging from middle school to College 2, 3 years or younger.
M-zone turned out to be the one of the most successful ethnic group brand, took only ten months the number of subscribers to exceed the 10 million mark, a mere 15 months, China Mobile launched the m-zone is "touched" 20 million of population, that is, for every 3 seconds a new user m-zone was born. According to incomplete statistics of China Mobile in late 2003, enable moving brands than the m-zone is not enabled brand: SMS traffic increased by more than 63%, point-to-point messaging business revenue grew by more than 30%, short message value-added service revenues grew by more than 45%.
15~25sui brand awareness among young people near 80%, become a gold-lettered signboard of China Mobile to attract a young crowd. And in this zhihou of 10 years between, dynamic Strip in brand image Shang hired has Jay as nearly 10 years of brand spokesman, carried out young street dance contest, and song friends will, college students loved Hi big General Ben of brand privileges activities, dynamic Strip brand quickly growth for became campus communications market even young communications market of led brand, annually College added of market share are over 80%, that in some provinces of college orientation poster of title in will proud Johnson to wrote Shang: " Nine out of ten new students in the m-zone ".
Dynamic Strip brand created has 2G era of SMS big outbreak, and in standard behind of 3G era of campus in force anti-brand integration of days wing and Wo, however in 2013 dynamic Strip brand ushered in ten anniversary is 4G licence issued of Eve, dynamic Strip brand together with has up high ARPU value user of "global pass" brand and has maximum user volume of "Shenzhou line" brand together, was Mobile new launched of commercial main brand--"and and" by replaced. According to China Mobile, brand architecture and planning, m-zone, Shenzhouxing services and gotone will sink as customer clubs, spread out not to conduct mass levels.
China Mobile's branding process, it has been followed by Korea operators SK Telecom is very similar, Korea SK Telecom from the earliest 4 major client brands to finally, this unified brand "t" to integrate management of mobile Internet time more diverse markets, businesses and services:
Phase 4 major client brands : SK Telecom initially only one brand, namely SPEED 011. In order to provide the personalized service aimed at users of different age groups in 1999 and SK Telecom 4 subdivisions are introduced on the basis of service brand: for 13-to 18-year-olds Ting TTL, for more than 20 years old young people, aged 25 to 35 years old, higher-end user UTO and CARA for married women.
4+2 brand stage : as Korea 2002 will use mobile Internet technology, and 4 large customer brand architecture model does not reflect the Web innovation, thus, SK has introduced a brand of 4+2 structure-the four + two business customer brand brand: Nate (integrated Gateway brand) and June (3G)
Complex phase: Korea 3G users began to explode, brands are becoming more and more 4+2 cannot support an endless stream, highlight ongoing data services and special services. So between 2003-2006, SK brand plenty of business and service brands.
Domination phase: in 2006, SK Telecom launched a unified commercial brand "t" SK Telecom will applied to all major mobile service brand "t" to create, the existing brand will gradually to "t" brand to close up and change. To August 08, SK Telecom has taken control of Korea over 19 million customers in 37 million total customers of 51%.
China Mobile was resolutely give up the three major client brands with high brand value, as it did in the 3G era was a big challenge:
A is mobile Internet era business diversified of challenge : customer brand of original is in business compared simple of era, through customer brand to district across different features of user and they needs of package package and service, and with 3G era data business of diversified makes different customer of different features as brand divided of according to has cannot adapted situation, three big customer brand Zhijian boundaries increasingly fuzzy, like dynamic Strip package contains has many data business, But many high-end users are m-zone users do not have to migrate to GSM brand, easy-the main voice cheap rates Shenzhouxing Users also reflects increased demand for data traffic packages, and also high ARPU values of individual Shenzhouxing Users;
Second, 3G integration of competitors brand architecture challenge : actually, China Unicom and China Telecom have adopted uniform business brand planning, such as China Unicom, "fertile" and China Telecom "Tianyi". China Unicom is "fertile" under the brand, has introduced a "fertile · 3G", "Wo · family" brand segments. Days wing and Wo integration of brand schema of benefits is spread sound volume more unified, and mobile three big customer brand for based of architecture led to brand spread Shang 3 on 1, spread resources dispersed, single brand influence insufficient, from 2010 around, on kept has province company to mobile group proposed recommends, hopes group can note to customer brand has cannot on user for effective divided, for all customer brand of marketing inputs effect also increasingly not obviously;
Three is mobile Internet era user habits of challenge : we are in a data explosion of era, past 3 years produced of data volume than past 40,000 years of data volume also to more, we is ushered in big data era, big data era of marketing from popularity marketing to targeted marketing change, relies on mass user behavior data, through thousands of species label to precision lock user group, and non-past simple to simple through career, and age to defines several subdivision crowd, then, The relative decline in the importance of the brand.
Read on the challenge for 3G from your mobile, in response to the 4G era, the risks of pipeline operator, canceled three customer brand is imperative as China Mobile, while China Mobile's new commercial brand "and" use of mobile 4G unique 6 month gap, taking advantage of "national 4G game" campaign, also has a loose development space.
In mobile whole customer schema adjustment of process in the, global pass and Shenzhou line two a brand can through "and and" brand to unified is undoubtedly of, only was sorry of is in three big customer brand in the, only a real of ethnic brand "dynamic Strip" also was sinking for customer Club, in college orientation this added user compete for most fierce of time and space in the, also had to through "and and" this commercial main brand to compete for market. We take a look at China Mobile's latest round of College marketing publicity materials, in addition to "Orange," the distinctive tones of the m-zone brand has still barely been preserved in addition to m-zone brand image has been completely erased, even "fashion, fun and exploration of" having gone from a core brand value.
As a person who ran several companies m-zone branding ads for migrant workers, for m-zone brand's sudden death, I feel rather strange.
From brand image see: in three big customer brand in the, dynamic Strip is brand personality most sharp, and customer groups most concentrated of brand, it in established of beginning also not because to achieved products of district across and established of, really of is a purely of ethnic brand, this purely of ethnic brand is has is strong of brand premium capacity of, as the "for fever and born" of millet General. "Fans economic", and "community economic" will became mobile Internet era products operations of important means, and so a purely of ethnic brand, is has evolution into "community brand" of capacity of, just in operations means Shang, joined more "all raised", and "UGC (user created content)" of means, as the virtual operators Ali communications by do of "local bride", and "private custom", marketing means as. In the future, when a virtual network operator when added to the campus orientation of the market to ethnic brand m-zone is more suitable for use against these natural with "community" property of MVNO brands.
From the perspective of marketing role: it is also the only one of three major customer brands have "attacked" attributes of the brand. As leader of the campus young brands per year to colleges and universities welcome the communications industry is now the new maximum user node, m-zone brand was responsible for conquering even nearly two years experience rivals the triage of powerful marketing initiatives, m-zone remained in the University's share of the market can sustain more than 80%. "And and" brand as a new brand, in the case of market education hasn't been finished, will encounter on campus "wopai" and "sky wings to fly young" Crossfire left China Mobile had to move from the original "attacker" to "defender".
From target crowd see: and dynamic strip of target crowd also from brand established beginning of $literal gradually transition to now of 95 Hou, from Internet Cenozoic evolution to has mobile Internet Cenozoic, even they of character, and behavior habits are occurred has huge of changes, but they for young circle layer of identity sense always is no changes of, they in keep has sharp of personal features of while, will hopes found with a circle of belonging sense, dynamic strip can to to they a belonging sense, Even now the tag would be more, but there are young people a sense of belonging.
China Mobile to cancel three customers brand, uniform commercial owners of the brand initiative is well thought-out, is also in line with the mobile Internet era "heroic" trend. However only a distinctive ethnic attributes of a young brand "m-zone", in fact, moving practices more conservative, moving brands extend the time for transition to the m-zone Club. Keep "and and" brand image under the premise that "m-zone Club" continues moving brands "fashion, fun, exploring" the core values of the brand, as well as target populations continue to adopt the definition of m-zone people. While changes in order to meet the new era of younger acts, "m-zone brand clubs" may wish to introduce a "social economy" and "fans of economic" way of thinking, "m-zone Club" to become a fan has many privileges (such as Korea-era star fan club, girlfriends) fan club.
There are more than 20 days, China Mobile will mark the first of the m-zone brand orientation of colleges and universities, it will be "and" brand and the 4G appear on the orientation of colleges and universities for the first time, we might as well wait and see next month, China Mobile's performance in college orientation, look at China Mobile gave up so quickly on m-zone branding initiative is correct.
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