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3G时代,数据业务快速增长、话音业务持续下滑,三家运营商均面临“增量不增收”的尴尬局面。那么,如何做流量经营,按照笔者的理解,流量经营可以分为两个层面,一是单位流量价值(价格)提升,并在此基础上进行流量营销,促使流量使用量的提升,获取由流量本身带来的收益,这可以理解为“纯管道”的价值;二是通过分析流经管道的流量中蕴涵的信息,以了解客户的流量使用习惯,进而采取有针对性的策略去销售流量业务(应用),获取由应用带来的收益,这可以理解为“智能管道”的价值。目前运营商在“智能管道的价值实现”方面步履缓慢,甚至停滞不前,笔者针对此问题进行分析,并提出自己的建议。
3G era, the rapid growth of data services, voice services continued to decline, the three operators are facing “incremental increase income” embarrassment. So, how to do traffic management, according to the author’s understanding, traffic management can be divided into two levels, one unit of the value of the flow (price) to enhance, and on the basis of traffic marketing, promote traffic usage, access to traffic Its own revenue, which can be understood as “pure pipeline ” value; the second is by analyzing the information contained in the flow through the pipeline to understand the customer’s traffic habits, and then take a targeted strategy to sell Traffic business (application), access to the benefits of the application, which can be understood as “smart pipe ” value. At present, operators are slow and even stagnating in realizing the value of smart pipe, and the author analyzes this issue and puts forward his own suggestion.