普华永道中移动移动通信行业趋势分析.ppt

Agenda Context Key issues for China Mobile The Communications Enterprise Solution Architecture (CESA) Customer Relationship Management (CRM) About PricewaterhouseCoopers Context China Mobile facing growing competition from both Unicom and China Telecom CMCC’s billing and IT infrastructure are inadequate to sustain competitive advantage Large scale and rapid IT infrastructure development is required CMCC has requested PricewaterhouseCoopers’ assistance in building a worldclass IT infrastructure We are the undisputed leaders in this area worldwide, and have unique delivery capabilities in China Key Issues for China Mobile Mobile voice is maturing In the US, mobile valuations generally exceed cash generation by a significant margin Investors believe that the introduction of mobile data technologies will create significant new opportunities... Many believe that Internet access will move to the “handset” Mobile data will enable myriad new service opportunities Mobile data will create a new value chain for mobile operators In the consumer market, as the network becomes unbundled, value creation will migrate to either content or solutions In the corporate market, mobile operators may lose direct customer access Most existing mobile operators are not well-positioned except in the traditional personal segment This may lead to a “mobile network break-up” 1. Segment the Customer Base Understanding the true profitability of customers is essential to get full value from the current customer base 2. Create a Customer-Centred Organisation 2. Creating a Customer Centered Organisation 2. Creating a Customer-Centered Organisation The organisation needs to be structured around key customer and product groups, with accountabilities across all customer facing functions 3. Secure existing revenues Many mobile businesses are losing revenues already earned because of flaws in their systems and processes 3. Secure existing revenues Revenue leakage points can occur anywhere in the end to e