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从技术上讲,FDD是目前全球运营商使用最多的主流4G网络制式。截至2015年,全球360个4G网络中有312个FDD网络。在终端数量上,全球目前共有2218款4G终端,其中1554款终端只支持FDD,另外的664款终端支持FDD加TDD或单TDD。在网络覆盖上,FDD频段普遍较低,网络的频谱越低意味着覆盖能力越强。4G时代的来临不仅带来了越来越强的移动通信技术与网络能力,而且使得人们不断提升对移动通信技术的要求和想象力:信息沟通与获取方式由语音、文字发展到多媒体,手机用途由最初的通信工具到如今已经转变成具有多项功能的多媒体终端。随着功能的增多,功能之间的整合变得更加重要。因此,无论运营商如何进行技术普及或是开展令人眼花缭乱的营销活动,对于客户而言,最吸引他们的还是用户体验,他们需要能够带来良好体验的产品:不但主要功能能够满足客户需要,而且是流畅的、简单的。用户体验已经成为运营商提升电信产品核心价值、制造差异化产品的关键影响因素。复杂的产品和过度设计主要来自“越多越好”的理念,设计者试图通过增加需求外的功能特性来提升产品的整体价值。但研究发现,大部分用户只使用产品中很少的一些功能,其他功能不仅开发浪费时间,也使得软件更加难以使用,所以产品设计要“简单化”。提升用户体验不仅可以帮助运营商发现产品独特的功能组合,促使其简单化,还可以提高4G品牌忠诚度,推动4G技术创新。此外,4G时代运营商对客户市场的竞争由增量转为存量,最终决定竞争成败的是用户体验,因此如何有效提升用户体验,将自己2G、3G时代的用户发展成4G用户已成为三家运营商制定未来发展战略的重中之重。
Technically, FDD is the dominant 4G network standard currently used by operators worldwide. As of 2015, there are 312 FDD networks in 360 4G networks worldwide. In terms of the number of terminals, there are currently 2218 4G terminals in the world, of which 1554 terminals only support FDD and the other 664 terminals support FDD plus TDD or single TDD. In network coverage, the FDD frequency band is generally lower, and the lower the frequency spectrum of the network is, the stronger the coverage capability is. The advent of the 4G era not only brings more and more mobile communication technologies and network capabilities, but also makes people continuously improve the requirements and imagination of mobile communication technologies: the way of communication and acquisition of information from voice and text to multimedia and mobile phone use From the original communication tools to today has been transformed into a multi-functional multimedia terminal. As functions increase, integration between functions becomes even more important. Therefore, no matter how operators are popularizing their technology or launching a dazzling marketing campaign, the most appealing to customers is the user experience. They need products that bring a good experience: not only can the main function meet customer needs, And it’s smooth and easy. User experience has become a key factor for operators to enhance the core value of telecom products and create differentiated products. Complicated products and over-design mainly come from the concept of “the more and the better,” designers try to improve the overall value of the product by adding features that are beyond demand. However, the study found that most users only use a few features of the product, and other features not only waste time but also make the software harder to use, so the product design is “simplistic.” Enhance the user experience can not only help operators to find a unique combination of features to facilitate its simplification, but also can improve 4G brand loyalty and promote 4G technology innovation. In addition, in the 4G era, carriers’ competition in the customer’s market has been changed from stock to stock. Ultimately, the competition for success is user experience. Therefore, how to effectively enhance the user experience and develop users in 2G and 3G era into 4G subscribers has become the three operators Business plan for the future development of the top priority.