Informa Telecoms & Media's survey in 2013 showed that about 48% of the world's 120 operators were carrying out large data operations. The research firm said that large data business costs accounted for an average of 10% of the total IT budget operators, and in the next five years will rise to about 23%, as a strategic advantage of the operator. The OVUM report shows that the major requirements for large data applications include business mining, competitive intelligence, customer retention, revenue enhancement, reduced expenses, improved operations management, and more than 50% of which are closely related to market front-end work. The author from the perspective of the division of functions to analyze the impact of large data on the operation of the operator's market.

First, affect the model of product development. Telecom product research and development more technology-driven and competitive-driven, telecom operators based on customer demand R & D drive has been weaker than the Internet business. In the era of large data, on the one hand the terminal preferences, such as brand, application, etc. can be analyzed and identified, contribute to the brand selection and function optimization of the customized machine; on the other hand, the use of new business feedback, including complaints, can help Operators to optimize new business functions or new product development. The era of large data provides a basis for product development and reform, and the era of customer demand-oriented iterative development is coming soon.

Second, the model that affects marketing. Precision marketing is the most common marketing model for large data applications. It is mainly customer portrait, relationship chain research, real-time marketing and personalized recommendation. Among them, the customer portrait (or personal label) refers to the customer based on terminal information, location information, call behavior, mobile Internet behavior trajectory and other rich data for each customer demographic characteristics, consumer behavior, Internet behavior and interest (Such as classification, clustering, RFM, etc.) for customer clustering, improve the customer's 360-degree portrait, to help operators in-depth understanding of customer behavior preferences and demand characteristics; relationship chain research (or called the group Label) refers to the analysis of customer contacts, call behavior, online social behavior and customer data and other data, to carry out interactive circle analysis, and identify the circle of the main impact of people and the impact of the chain. Based on customer portrait and relationship chain research can establish customer and business, tariff packages, terminal type, in the use of the network of accurate matching, and in the push channel, push the opportunity to push the way to meet customer needs, to achieve accurate marketing.

Third, the mode of channel operation. In contrast, electronic channels are more likely to record potential consumer behavior, characteristics, and paths than traditional physical channels, and can provide a large amount of data on the Internet side. Therefore, the era of large data will accelerate the pace of development of operators' electronic channels. Electronic channels in addition to sales, service functions, the follow-up will gradually assume the "big data resource pool" role. In addition, the online and offline channel coordination is the main direction of the transformation of the telecommunications channel system, and online and effective channels is the key to effective cooperation from the customer needs to develop a reasonable online and offline channel contact interface, to provide customers with seamless comprehensive channel service. To achieve this goal also need large data technology support, through the existing data mining different types of customers channel use path.

Fourth, the model that affects customer service. In recent years, the telecommunications industry has been emphasizing the customer experience, but suffer from the real needs of customers, making the experience of the word is more shelved. The era of large data provides an effective way to see the "little" needs. The use of large data mining technology, can identify customer characteristics and consumption habits, timely consumer reminders, preferences to send products to maintain accurate tracking and other personalized services are possible. It can be seen that the large data for the mobile Internet era of customer service to bring a change to the customer service to bring great imagination and unlimited development prospects. In France Telecom, for example, OrangeBusiness Services has been using large data to improve service levels, enhance the user experience; at the same time carried out on the user consumption data analysis and evaluation to help improve their quality of service.

Fifth, enrich the content provided by the product. Large data can be used as a foreign sales of products has become a global consensus. In ensuring the privacy of users is not violated under the premise of the data can be processed in depth, external information services for enterprises to create new value. At present, large-scale foreign commercial product forms include market insight reports, precision marketing advertising, data monitoring, decision support and other means. Vodafone, AT & T, Sprint, France Telecom, BT, NTT and other operators have also tried to integrate the existing data, provided to third parties in order to obtain new benefits. In the case of Telefónica, for example, the "Smart Footprint" service is based on fully anonymous and aggregated mobile network data to help retailers analyze customer sources and the flow of shops, booth traffic and consumer characteristics and spending power. For business customers to provide passenger flow analysis and retail location services, the current model in the field of domestic WiFi applications more.

Suggestions on the Transformation of Domestic Operators' Strategic Market

Strategic emphasis, organizational assurance

Although telecom operators have a natural advantage in terms of data resources, it is important to acknowledge that the advantages of telecom operators are not obvious in terms of large data operations, whether they are platform development capabilities or operational capabilities, and the Internet companies and some specialized data platforms Of the professional companies, there are more obvious disadvantages. I believe that to make large data, the first level of the company should be sufficient attention. Second, the large data operations team must operate independently, independently, and complemented by flexible mechanisms, otherwise the new business is difficult in the traditional telecommunications system under the rapid incubation. Finally, rely on their own strength is not enough, how to find complementary advantages of cooperation units collaborative R & D operations is the key to the development and expansion of large data.

Internally and externally, market-oriented operation

Large data applications are divided into two forms of internal and external. Do not encourage excessive weight, do not recommend too much outside. Even the internal do not do, external marketing is not convincing; only inside and outside, in the absence of competition, it is difficult to do a good product to do excellent, the possibility of fetal death is not no. It is recommended that telecom operators, when advancing large data work, be able to learn both internally and externally, understand the needs from the outside, accumulate the ability from the inside, form the dominant benefit in the shortest possible time through the complete marketization settlement, and thus promote more resources , To achieve faster growth.

Step by step to point to the surface

From the current stage, although the development of large data space is very large, but after all, the ability and limited resources of telecommunications companies, it is recommended to start from small cases, you can choose the advantages of telecommunications data resources, customer relationship is solid, willing to pay and willing to share data Industry to start, through the realization of successful cases, to seek large-scale replication. From the above mentioned five kinds of product form, precision marketing is relatively easy to achieve, operators can cut from the precise marketing, and gradually expand the scope of the form.

Large data on the operators in terms of blue ocean, but can really play a role, but also operators to practice. It is recommended that operators step by step, combined with their own advantages, select the appropriate business model cut into the early opening of large data "gold" door.