后重组时代全业务竞争酝酿变局

2008/10/31 08:50 来源：世界电信　　北京邮电大学 舒华英 李晨　　随着重组政策尘埃落定，新的电信格局浮出水面。全业务运营格局下，一场激烈A的竞争已是不可避免，而资金、业务捆绑、提高用户体验将直接左右三家新电信运营商在首轮回合中的成败。　　新电信格局浮出水面　　从当前的竞争格局看，这次电信重组并未从根本上改变中国移动一家独大的局面。根据原信息产业部发布的2007年全年数据，合并后，新移动的用户总数超过4.11亿，新电信的用户总数超过3亿，新联通的用户总数超过2.6亿。　　但对于中国电信等固网运营商来说，此次电信重组的最大意义在于能够实现全业务经营，并由此开启电信运营商全业务竞争的新时代。　　尽管在短期内，中国移动依靠其庞大而成熟的GSM网络仍将是国内市场的主导，然而，中国移动要依靠铁通现有的固网体系在固网业务乃至未来的固移融合(FMC)业务领域有所建树，恐怕很难。而获得全业务经营权的中国电信，很有可能在短期内迅速发展大量移动用户，特别是可以依托其庞大的固网资源为用户提供FMC业务，将使其拥有“不对称”的竞争优势。新组合的中国联通已有一定的全业务经营基础，加之中国网通强大的固定网络的加入，也会有较理想的发展机会和前景。　　新电信：企业市场论成败　　有业内专家认为，中国电信是本次重组中收获最大的运营商，它不但从卫通手中拿回了熟悉的卫星业务，最重要的是终于盼来了垂涎多年的移动牌照。同时，新电信良好的员工素质、不错的CDMA 1X网络基础及可平滑升级至cdma2000的特性、国内领先的固网与宽带业务，将使其成为新移动最大的潜在竞争对手。　　在全业务运营阶段，新电信能否充分利用在企业市场的5大优势，即资源优势、先发优势、品牌优势、支撑优势以及对企业电信服务市场的控制力，将是其成败的关键。正是基于这些优势，新电信应叠加移动元素，强化原有的“我的e家”、“商务领航”品牌，建立自己的个人用户品牌，吸引尝鲜用户；并继续依托在宽带领域的垄断优势，推进“光进铜退”，继续强化宽带领域的绝对优势，积极谋求移动领域的增长；再次，新电信在企业和家庭市场拥有传统的比较紧密的客户关系，近期在这两个市场的营销力度也明显加强，通过企业和家庭市场拓展个人客户将是其基本的竞争策略；最后，新电信在固网业务、互联网业务和集团数据通信业务领域具有优势，通过全业务捆绑来渗透移动语音和数据业务将是其主要的业务营销措施。　　新移动：运营模式之变　　在这一次重组过程中，新移动的核心竞争优势并未改变：最好的移动通信业务品牌、完善的数据业务产业链、庞大的移动用户基础和优质的集团客户基础。另外，合并铁通也给新移动带来了新的市场机会，即进入企业市场。对新移动来说，为企业客户提供固定、移动融合业务比单独提供移动业务更具有战略意义，它将进一步降低成本，并在建筑物内提供更好的覆盖。但客观地说，铁通在固网市场上的相对劣势也给这样的市场机会打了不少折扣。　　当前的竞争格局更要求新移动在全业务运营中进一步转变运营模式。首先应该转变盈利模式，从做网络获利向做融合服务获利转变，再从单向获利向双向收益转变。这其中最核心的便是拓展个人客户和集团客户规模，丰富捆绑方式，同时提升新业务客户满意度，优化业务功能和使用便利性。进一步，新移动应逐步识别商家的广告需求和渠道代理需求，筹备技术解决方案，探索双向收益的相关产品。　　其次是从网络能力优势向业务能力优势过渡，从单独运营优势向联合运营优势转变。新移动应该优化业务运营平台和数据业务管理平台的业务管理能力，形成核心竞争力，并尽早做好信息化方案咨询设计集成等的技术储备。同时，建立与SP/CP、集成商及其他合作伙伴的快速沟通和应急处理机制，提高联合运营的协调性。　　新联通：创新求变　　新联通原来即具备全业务资质，与网通合并后，产品线得到了一定的拓宽，但仍改变不了其在全业务领域的弱势状态。另外，新联通在获得3G牌照后，将利用出售C网获得的资金，加快网络升级步伐，谋求形成网络技术制高点。　　作为三大新运营商中的相对落后者，创新将成为新联通成功的关键。同为市场弱者的O2在德国的发展历程可以作为新联通的参考。　　1999年，西班牙电信旗下的O2德国成立不久就率先推出了Home Zone业务，到2005年时，O2 70%的用户都使用了Home Zone业务。用户除了使用一般的移动电话服务外，还能自行定义一个Home Zone区域，可以是自己的住宅区域，也可以是办公区域，区域半径为500米。用户在这个区域内打电话能享受很高的折扣率(普通区域为0.19欧元/分钟，Home Zone区域为0.03欧元/分钟)，而且在此区域中听取语音留言也是免费的。2005年4月，O2将Home Zone业务从语音领域延伸至数据领域，推出了基于3G的移动数据业务Surf@Home。Surf@Home的接入设备置于用户家中，用户可以通过LAN或WiFi连接到该接入设备，backhaul回传使用UMTS网络(于2005年10月升级为HSDPA)。Surf@Home大大推动了O2移动数据业务的发展。　　O2作为在德国移动市场份额最小的运营商(13%)，只能通过不断推出创新的业务来赢得用户，但它却赢得了德国最高的后付费用户比例(49.5%)以及最高的ARPU值(26.49美元)。　　三要素左右竞争走势　　业界普遍认为，全业务运营将经历以下4个阶段：简单捆绑、业务融合、终端融合、网络融合。事实上，用户对于全业务运营的期待也反映了这一趋势。据国外调研显示，用户对跨网络的业务捆绑更感兴趣，17%的用户对“语音+付费电视+互联网+无线”捆绑感兴趣，14%的用户对“语音+付费电视+互联网”捆绑感兴趣，10%的用户对“语音+互联网+无线”捆绑感兴趣。但是，竞争的存在注定了运营商在全业务发展过程中不会一帆风顺。　　投资建网：共建共享与筹资　　在9月28日发布的《关于推进电信基础设施共建共享的紧急通知》中，工业和信息化部、国务院国资委决定大力推进电信基础设施共建共享，并要求三个运营商必须共享电信网络的基础设施。在三大运营商中，中国移动的移动网的网络质量和网络覆盖无疑是最好的，这一紧急通知的发布，即是要求新移动必须向新电信和新联通开放基础设施，通过共建共享加快新电信和新联通的建网速度，并在相当程度上降低其建网成本，这些都为未来的有效竞争进一步打通了道路。　　早前，新移动已经计划投资210亿元人民币用于TD-SCDMA(以下简称TD)一期建网8个重点城市的14543个基站，二期TD建网总投资可能超过300亿元人民币，用于在28个城市建设TD网络。今后三年内，新移动拟将TD用户总数突破1亿户。　　新电信也不甘落后。王晓初曾表示，将在后续的网络扩容中直接采用CDMA 1xEV-DO Rev. A技术，发展目标是在2009年将CDMA用户发展至 1亿，达到15%的市场份额，并预计前三年对CDMA网络的总投资将超过800亿元。加上先期向联通购买CDMA网络的662亿元，前三年中国电信母公司在CDMA上的资本开支将高达1462亿元。　　而新联通为应对全业务竞争的需要，计划在获得3G牌照的未来2年内投资1000亿元用于3G网络建设，力争占据未来3G业务用户市场份额的1/3。　　总计起来，估计整个重组和3G将在未来几年给中国电信业带来3000亿元左右的投资额。尽管共建共享会降低部分成本，但运营商的成本中比例最大的仍是固定资产投资带来的折旧部分。以中国移动2007年年报为例，折旧占到营运成本的28.9%，而包括土地及建筑物、出售物业厂房设备、电路租费等在内的共建相关费用合计只占5.1%。　　这些投资的来源将成为各运营商全业务竞争的基础。“我们应该吸引更多的国外投资，用他人的钱来建设网络”，北京邮电大学教授吕廷杰认为。笔者进一步认为，外资的有效利用将成为全业务运营的前提，而这其中，政府监管的进一步开放将成为左右外资成功利用的关键。中国对于电信业的控制是一种战略层面的考虑，电信服务市场依旧是一个高速成长的市场，而在这种状态下，政府可能不太希望外资的过多介入。　　目前的状况是，进入中国电信业的外资运营商——沃达丰、西班牙电信以及SK电讯的持股比例都被限制在了7%以下。而且，中国联通和中国网通合并之后，SK电讯以及西班牙电信在新联通的持股比例将分别下降至3.8%和2.1%。重组之前，西班牙电信持有中国网通5%的股份。该公司表示，希望能够在未来的18个月内将其在新联通的持股比例增加到10%。不过，这似乎是一厢情愿。2000年，时任沃达丰CEO的Chris Gent曾希望在未来的4～5年内，将其在中国移动的持股比例增加至20%，不过时至今日，这一比例仅仅为3.23%。中国加入WTO时曾保证，2007年外资可持有最多不超过49%的股份。但是到了今天，并没有一家国外战略投资者能在中国几大运营商的股份中占有相当比例。　　简单捆绑：速度游戏　　最近，在四川资阳，联通和网通联手使用简单捆绑吹响了全业务竞争的号角：网通固话和联通手机相互拨打优惠，并且在多个地区进行手机、固话、互联网和行业应用捆绑。不仅如此，资阳网通依托长期建立的良好客户关系与网络资源，联手资阳联通，利用网通固话和联通手机的相互拨打优惠，组成一个有线、无线的混合网，提出了“信息一体化解决方案”，成功地与四川空分集团(此前是资阳移动的大客户)签署了三方通信合作协议。网通、联通在四川资阳的合作初战告捷，这也是双方宣布融合后，全国范围内联通与网通合作攻下的最大客户。　　事实上，在重组已成定局后，新电信和新联通的时间并不宽裕。虽然新移动由于固定和宽带上的相对落后，在提供简单捆绑业务上存在一定困难，但新移动的用户数、网络覆盖与质量都高出新电信和新联通一个档次，新电信和新联通很难在短期内缩小与新移动的差距。但与新移动相比，新电信和新联通的优势就在于全业务提供能力，虽然其固网语音业务正在流失，宽带数据业务所带来的收入也十分有限，但二者对移动业务的发展却具有重要意义。　　一方面，新电信和新联通短期内可以通过简单有效的多业务组合捆绑策略，提供涵盖固定和移动业务的一揽子服务，再辅以终端优惠、资费优惠、返还现金、赠送业务量等促销手段，在防止固话业务流失、增加用户黏性的同时，与新移动积极争夺移动用户。另一方面，新电信和新联通应加快实现内部网络、支撑平台、业务、终端以及组织机构的全方位融合，为尽快推出后续的融合业务，实现真正意义上的全业务运营打下坚实基础。　　在这其中，最重要的就是速度。一旦中国移动借助其在市场份额上的巨大优势以及资金上的强大实力，补足在固网和宽带业务上的短板，中国电信和中国联通将再难改变其在市场上的苦难处境。现在已经是“快鱼吃慢鱼”的时代，谁快谁就能在变化的市场环境中掌握先机，取得成功。　　业务融合：一站式用户体验　　除了各种技术提供强有力的后台支撑，业务融合更为重要的是商业需求，而在商业需求中，最为核心的则是一站式的用户体验。　　一站式的用户体验应该包括两种。一种是以时间为划分的，即业务应该能够满足用户在一天中的不同时间、一年中的不同时段的个性化需求。从早上起床的叫醒业务，到公交车上的WAP新闻，再到出差时的定位服务，最后回家后切换到Home Zone服务，这些业务都应该是无缝地进行连接的，用户完全感觉不到网络上的变化。另一种一站式体验是打通了个人、家庭与企业间的差别的一站式体验。融合的业务应该能智能地识别用户当前的情境，并随时切换服务的内容和形式。如等公交车时提供个人邮件服务，进入公司后，账户切换至公司邮箱并提供视频通话服务，回家后，提供IPTV和网络游戏服务等。　　对于运营商来说，一站式的用户体验将意味着完完全全地向“以客户为中心”的转变。从运营商的角度来看，传统的话音业务虽仍然占据主导地位，但其需求已经趋于稳定，用户需求的个性化和多样化，使得运营商不得不考虑向多媒体内容方向拓展，并通过与广电、IT、金融等行业的结合，实现向其他行业的延伸。但多样化的需求和复杂的解决方案往往容易使用户迷失在对各种技术方案的选择中，产生对于技术的不安甚至恐惧。运营商需要提供一站式的用户体验来提高用户的忠诚度和业务粘性，提供更多的便利。　　在业务融合阶段，运营商需要通过四种方式来实现一站式体验。一是业务的灵活性，用户可以随时随地使用任何终端和接入方式获得业务；二是业务的个性化，业务可以根据用户的偏好、应用场景和终端能力的不同而有所不同；三是业务的融合，用户可以获得跨网络的通信、信息、娱乐服务；四是丰富的业务体验，用户可以获得多种安全、可靠的业务体验，如短信、彩信、WAP、语音等。

2008/10/31 8:50 Source: World Telecommunication Beijing University of Posts and Telecommunications Chen SHU Hua-ying With the re-settled policy, the new telecommunications surface pattern. The whole pattern of business operations, an A fierce competition is inevitable, and the funds tied up business and enhance the user experience will directly about the three new carriers in the first round of the success or failure. The new telecommunications structure surface From the current competition, the telecommunications restructuring does not fundamentally change China's dominance of a mobile. According to the Ministry of Information Industry issued in 2007 as a whole, after the merger, the total number of new mobile users more than 411,000,000, the total number of new telecom users more than 300,000,000, the total number of new users of China Unicom more than 260,000,000. However, China's fixed-line telecommunications operator, Telecom's restructuring of the greatest significance is that it can achieve the all-business, and thus open a full service carriers a new era of competition. Despite the short period of time, China Mobile rely on its large and mature GSM networks will continue to be dominant in the domestic market, however, have to rely on China Mobile's existing fixed-line Railway system in the fixed network business shifting as well as solid future Integration (FMC) Claim the credit business, it would be difficult. And the full right to operate the business of China Telecom is likely in the short term the rapid development of a large number of mobile users, in particular, can rely on its vast resources to provide users with fixed-line business FMC, it would have "asymmetric" competitive advantage. The combination of the new China Unicom have a business-wide basis, combined with China Netcom's strong fixed network to join, will have better development opportunities and prospects. The new telecommunications: the success or failure of the enterprise market Industry experts believe that China Telecom is the largest gains in the reorganization of the operators, not only from satellite back in the hands of the familiar satellite business, the most important thing is that finally the coveted Pan Lai's mobile license for many years. At the same time, the new telecommunications staff good quality, good CDMA 1X network infrastructure and upgrade to smooth the properties of cdma2000, a leading domestic fixed-line and broadband services, making it the largest potential movement of new competitors. In the whole phase of the business operations of the new telecommunications companies can take full advantage of the market in the 5 major advantages, namely, resources, the first mover advantage, brand advantage, as well as the advantages of enterprise support services to the telecommunications market control, it will be the key to its success or failure. It is precisely because of these advantages, the new mobile telecommunications should be superimposed elements, to strengthen the original "My home e", "business leader" brand, build their own personal brand to attract fresh customers; and to continue to rely on in the field of broadband monopoly advantage And promoting the "light into the back of copper," continue to strengthen broadband in the area of absolute advantage, actively seeking to move in the area of growth; again, the new telecommunications businesses and households in the market, compared with the traditional close relationship between the customer in the near future in these two markets marketing Efforts have significantly strengthened through the family business and market expansion of its individual customers will be the basic competitive strategy; Finally, a new fixed-line telecommunications business in the Internet business and data communications business group has advantages in the field, the whole business tied to through the infiltration of mobile voice and Data services will be its main business of marketing measures. The new mobile: the business model change This time, in the process of restructuring, the new mobile core of competitive advantage has not changed: the best of the mobile communications business brand, a full range of data services industry chain, a large mobile customer base and high-quality customer base of the Group. In addition, the merger also to the opening of the new movement has brought new market opportunities, that is, into the enterprise market. The new mobile, fixed for enterprise customers, the integration of mobile business than providing a separate mobile business more strategic, it will further reduce costs, and a building to provide better coverage. However, an objective that the opening in the fixed-line market is also a disadvantage relative to the market this opportunity to play a lot of discounts. The current requirement is more competition in the whole business of the new mobile operator in further changes in operational mode. First of all, the changes should be profitable model, to profit from the network to do so integration services to changes in earnings from a profit of one-way to two-way changes in income. This is the crux of the expansion of individual customers and customer group size, wealth of the way up, at the same time enhance the business customer satisfaction and optimize business functions and ease of use. Further, there should be a gradual recognition of the new mobile advertising business needs and channel agents demand, preparations for the technical solutions, two-explore the proceeds of related products. This was followed by the ability of the network from edge to edge ability to transition Business, separate from the operating advantages to the advantage of changes in joint operations. The new mobile platform should optimize business operations and data management business platform for business management ability, to form the core of competitiveness, as soon as possible and do a good job in information technology consulting programs, such as the design of integrated technologies. At the same time, and the establishment of SP / CP, integrators and other partners of rapid communication and response mechanisms to address and improve the coordination of joint operations. Unicom New: Innovation Unicom is a new original full-service quality, combined with Netcom, the product line has been a certain amount of expanding, but still can not change its business in the whole area of the vulnerable state. In addition, access to the new 3G license in China Unicom will use the sale of C network access to the funds to accelerate the pace of network upgrades, seeking to form a network technology high ground. As the three new operators in the relatively backward, innovative interchange will be the new key to success. With the weak market for O2 in Germany of the development process can be used as a reference of the new China Unicom. In 1999, Telefonica's O2 Germany to set up soon be the first to introduce a Home Zone business by 2005, O2 70% of users use the Home Zone business. In addition to general users to use mobile phone services, but also its own definition of a Home Zone area, can be their own residential area, it could be a regional office, the region with a radius of 500 meters. Users in this region to enjoy the high calling of the discount rate (0.19 euros for the regional general / minute, Home Zone area for 0.03 euros / minute), and in this region is to listen to voice messages free of charge. In April 2005, O2 will be operational from the Home Zone in the area extending to the voice data in the field, based on the introduction of 3G mobile data services Surf @ Home. Surf @ Home's access equipment at home users, or LAN users can connect to the WiFi access, backhaul back the use of UMTS networks (in October 2005 upgraded to HSDPA). Surf @ Home greatly promoted the O2 mobile data business. O2 in Germany as the smallest market share of mobile operators (13%), only through the continuous introduction of innovative business users to win, but it has won Germany's highest proportion of post-paid subscribers (49.5%), as well as the highest ARPU value (26.49 U.S. dollars). About the trend of the three elements of competition The industry generally believe that the entire business operations will experience the following 4 phases: a simple bundle, business integration, integration of terminal and network integration. In fact, the entire business operations for the user's expectations also reflect this trend. According to foreign research shows that inter-network users are more interested in the business tied up, 17% of the "pay-TV voice + + + Wireless Internet" bundle of interest, 14% of the "Voice + Internet + pay-TV" Bundled with interest, 10% of the "Voice + Internet + Wireless" bundle of interest. However, the existence of competition is doomed to a full-service operator in the development process will not be smooth. Investment in networking: Sharing with the fund-raising In the Sept. 28 release of "promoting the sharing of telecommunications infrastructure to build an emergency notice", the Ministry of Information and Industry, the State Council, the SASAC decided to vigorously promote the sharing of telecommunications infrastructure to build and asked the three operators to be Sharing the telecommunications network infrastructure. In the three major operators, China Mobile's mobile network quality and network coverage is the best, the emergency notice issued, that is, moving to the new demands of the new telecommunications and new infrastructure and opening up China Unicom, to build Speed up the sharing of new telecommunications and Unicom's network speed, and to a certain extent, reduce the cost of network building, for which effective competition in the future to further open up the road. Earlier, the new mobile has plans to invest 21,000,000,000 yuan for TD-SCDMA (hereinafter referred to as TD) to build a network of 8 major cities of 14,543 base stations, the second phase of TD network with a total investment of more than 30,000,000,000 yuan may be, In 28 cities for the construction of TD network. The next three years, a new mobile users TD intention to break the total number of 100,000,000. New Telecom is not far behind. Wang Xiaochu said in the follow-up network expansion in the direct use of CDMA 1xEV-DO Rev. A technology development objectives in 2009 will be the development of CDMA users to 100,000,000, 15% market share and is expected to be the first three years of CDMA The network will be a total investment of more than 80,000,000,000 yuan. Add to the pre-purchase Unicom's CDMA network 66,200,000,000 yuan, China Telecom three years ago, the parent company of CDMA in the capital expenditure will be up to 146,200,000,000 yuan. The new deal with China Unicom for the all-business competition, plans to obtain 3G licenses for the next 2 years, 100,000,000,000 yuan for investment in 3G network construction, and strive to occupy in the future 3G business user market share of 1 / 3. In total, it is estimated that the entire restructuring and 3G in the next few years, China's telecommunications industry to bring about 300,000,000,000 yuan of investment. Sharing even though some of the costs will be reduced, but the cost of operators in the largest proportion of investment in fixed assets is still part of the depreciation. China Mobile in 2007 Annual Report, for example, the depreciation accounted for 28.9 percent of operating costs, including land and buildings, the sale of property plant equipment, such as circuit rental costs associated with the build together account for only 5.1 percent. These investments will be the source of the all-business operators a competitive basis. "We should attract more foreign investment, and use other people's money building the network," Beijing University of Posts and Telecommunications that Professor Lu Tingjie. I further believe that the effective use of foreign capital will become a prerequisite for business operations, and this one, regulated by the Government to further open up foreign investment will be around to use the key to success. China's telecommunications industry for the control of a strategic level, the telecommunications service market is still a high-speed growth of the market, and in this state, the Government may not wish to intervene too much foreign capital. The current situation is that China's telecommunications industry into the foreign operators - Vodafone, Telefonica, as well as SK Telecom's shareholding ratio was limited to 7%. In addition, China Unicom and China Netcom after the merger, SK Telecom in the telecommunications, as well as Spain's new China Unicom shares held will be reduced to 3.8 percent and 2.1 percent. Before the reorganization, Spain Telecom and China Netcom holds 5% of the shares. The company said that the hope in the next 18 months will be in the new China Unicom shares held to 10%. However, it appears to be wishful thinking. In 2000, then-CEO of Vodafone Chris Gent had hoped in the next 4 to 5 years in its China Mobile's ownership to 20%, but now the ratio is only 3.23%. China's accession to the WTO, he assured that in 2007 foreign investment may hold no more than 49% of the shares. But today, not a foreign strategic investors in China's major operators of the shares in a considerable proportion. Simple bundling: the speed of the game Recently, in Sichuanziyang, Netcom and China Unicom joint use of simple blew up the whole business of the Horn of competition: Netcom, China Unicom and fixed phone call each other concessions, and a number of areas in the mobile phone, fixed, Internet industry and bundled applications. Not only that, Ziyang Netcom rely on long-term well-established customer relationships and network resources, together Unicom Ziyang, the use of fixed Netcom and China Unicom's mobile phone concessions to call each other to form a wired and wireless hybrid network, the "integrated information solutions "Successfully with the Sichuan Air Separation Group (previously Ziyang is the largest mobile customer) signed a tripartite cooperation agreement communication. Netcom, China Unicom Sichuanziyang cooperation in the initial success, which also announced the integration of the two sides, across the country Unicom and China Netcom to cooperate to tackle the biggest customer. In fact, the reorganization is a foregone conclusion, the new telecommunications and new Unicom is not the time off. Although the new fixed and mobile broadband due to the relatively backward in provided a simple business tied to a certain extent the difficulties, but the new mobile subscribers, network coverage and quality are higher than the new telecommunications and a new grade of Unicom, the new telecommunications and new Unicom is Difficult in the short term to narrow the gap with the new mobile. But with the new mobile, the new telecommunications and Unicom's advantage lies in the ability to provide full service, although its fixed-line voice business is the loss of broadband data services brought about by very limited income, but the two of the mobile business It is of great significance. On the one hand, the new telecommunications and new Unicom in the short term can be simple and effective combination of multi-service bundling strategy to provide cover fixed and mobile services package, and then with terminal concessions, tariff concessions, the return of cash, gifts and so on volume of business promotions, In the fixed to prevent the loss of business to increase user stickiness, with the new positive move for mobile users. On the other hand, the new telecommunications and new interchange should speed up the realization of the internal network, platform support, business, organizations, institutions Terminals, as well as all-round integration, as soon as possible for follow-up of the business integration, real-wide lay a solid foundation for business operations. In this one, the most important thing is speed. Once China Mobile with its market share in the huge financial advantage, as well as a powerful strength to complement fixed-line and broadband business in the short-board, China Telecom and China Unicom will be hard to change their suffering in the market situation. It is now the "fast fish eats the slow" times, no one who will be able to fast changing market environment, have a head start, a success. Business integration: one-stop user experience In addition to a variety of techniques to provide a strong background support, business integration is more important is that business needs, and in the demand for commercial, most of the core is a one-stop user experience. The one-stop user experience should include both. Is a time for the division, that is, business users should be able to meet the day at different times, different times of the year, the demand for personalization. Wake up in the morning from the business, to the buses of WAP news, business trip to the location-based services, and the last to go home after the switch to the Home Zone service, the business should be seamlessly connect the user does not feel completely To the network. Another is to open up a one-stop experience for individuals, families and businesses of the difference between the one-stop experience. Integration of business intelligence should be able to identify the user's current situation and switch at any time in the form of services and content. , And other public transport vehicles such as personal e-mail service, access to the company after the switch to the company mail accounts and to provide video call service, home, the provision of online games and IPTV services. For operators, one-stop user experience would mean completely to the "customer-centric" changes. From the operator's point of view, the traditional voice business, although still dominant, but the demand has stabilized, the user's individual needs and to diversify so that operators have to consider the direction of multimedia content development, and with Radio, Film and Television, IT, finance and other industries, to achieve an extension of other industries. However, the demand for diversity and complexity of the solutions are easy for users lost in the technical program of choice, to produce anxiety and even fear of technology. Operators need to provide one-stop-shop to improve the user experience of the user's loyalty and business viscous, with more convenience. In the integration phase of the business, operators need four ways to achieve a one-stop experience. First, the flexibility of the business, the user can use anytime, anywhere access terminals and access to business; Second, the business of personal, business can be based on the user's preferences, applications and end-scene ability to vary; Third, business The integration, users can cross-network communication, information and entertainment services; is a four-rich business experience and multi-user access to safe, reliable business experience, such as SMS, MMS, WAP, voice, and so on.