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Jingdong book

运营大变局:赢战4G

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运营大变局:赢战4G

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第一本以中文从国外到国内对全球当前4G发展现状进行全面介绍的书籍,第一本以中文从网络、品牌、技术、终端、用户、业务方面对4G发展进行全面剖析的书籍,第一本以中文从运营商、互联网公司、用户的不同视角对4G未来发展的可能进行全面展望的书籍。本书不仅在时间这个纵向维度上,也在品牌、运营、业务这些横向维度上对4G全球状况进行阐述和分析,使得本书接触到了4G的每一个角落;同时,在横向维度上,本书还分别对终端、资费、业务等进行了基于事件或者历史的深层次分析,使得本书在兼具“广”度的同时挖掘了“深”度。基于以上特点,本书将会成为第一本以中文对4G发展进行了非常全面分析的电信业畅销书籍。
Content Description

本书在深入研究国内外典型4G运营企业的实践和探索的基础上,对4G移动互联时代,运营业的发展现状和未来变革趋势进行了深入透彻的分析和论述。对4G时代运营业的角色定位、流量经营、平台战略、套餐设置、品牌推广、运维变革、终端竞合、渠道适配等多个关键环节进行系统、立体地分析,对移动互联网、大数据、OTT、虚拟运营商等对运营业的影响进行了全面的研究和阐述。
本书数据充分、案例丰富详实,有助于广大读者全面深入了解国内外运营业4G创新经验和教训,掌握未来运营业变化趋势,在4G时代赢得先机。本书既适合运营商、设备制造商、终端企业等相关管理人员,对于移动互联网产业的从业者也会有所借鉴和帮助。
Author Description

许可,男,1973年6月生人,从业十余年,电信行业战略研究知名专家。原工信部电信研究院泰尔管理研究所副总工,战略咨询部主任,现任德国电信国际咨询公司(中国区)副总裁,多家电信运营商的战略顾问,中国人民大学战略管理博士,中央财经大学博士后,曾任硕士研究生导师,数所高校的兼职MBA讲师。

夏路路,多年电信行业管理咨询经验,曾参与主要研究方向包括国际运营商4G发展、移动互联网发展与转型、电信行业发展趋势和发展战略。在4G业务研究领域,曾主持或参与多个中国移动和中国电信的4G战略规划咨询项目,对国际运营商4G业务发展和中国4G业务发展战略规划有深入研究。
Catalogue

第一章 4G来了
1.1 吹响新时代的号角——4G初现
1.2 悄无声息的变革者——4G产业链
1.3 同伴:互联网、大数据、OTT浪潮
1.4 全球4G现在进行时(从网络、技术、终端、用户、业务方面简要介绍)
1.5 各国4G面面观(侧重各国政府的政策、管制)
1.6 4G,网络选择还是时代选择?
第二章 4G时代角色再定位
2.1 领先者、跟随者与挑战者
2.2 转型!转型!——业务、收入、运营
2.3 3G到4G,不一样的需求
第三章 面对4G,运营商还能以旧换新?
3.1 十字路口 传统玩不转
3.2 艰难的再次选择
3.3 追寻用户的脚印
3.4 竞争:永不过时的话题
3.5 救命稻草还是锦上添花
第四章 流量:流的是未来
4.1 三个时期,三种诉求
4.2 产品:骨架与驱动
4.3 定价:用户感知第一线
第五章 业务商品 平台货架
5.1 百货超市式的体系
5.2 业务成长史
5.3 管道化:近在眼前
5.4 平台——拥抱用户,重回中心
第六章 套餐还能套住用户吗
6.1 语音、短信还能免费?
6.2 套餐:旧瓶装新酒
6.3 你不知道的套餐玩法(资费价格体系)
6.4 未来资费何处去:融合、替代or区隔(资费模式)
第七章 品牌与服务
7.1 品牌故事:自立门户vs子承父业
7.2 传声筒到电子屏幕(品牌)
7.3 用户服务——最后的评分员
第八章 一部手机、一个基站?
8.1网络:激进、稳健还是保守
8.2 维护、优化与协同发展
8.3 IT支撑,运营商与互联网公司的往事与今朝
第九章 终端竞合 谁主沉浮
9.1 决胜移动端 不仅是运营商的战场
9.2 Softbank与DoCoMo——终端原子弹(参考书籍:移动的帝国)
9.3 一台终端,一个体系(价格、类型、营销、售后)
9.4 一个惊人的事实:补贴会走向消失
第十章 双管齐下还是三管齐下
10.1 电商化来袭 渠道新变局
10.2 渠道小历史 承载大局观
10.3 有激励,才有动力
第十一章 虚拟运营:助手或对手?
11.1 欧美老玩家 亚太刚入围
11.2夹缝出生 细分求生
11.3 合作也要合适
第十二章 从员工到高管,4G每日问
12.1 运管分离,国内国外两重奏
12.2 支撑独立 数字引领(T-Mobile、Telefonica组织变革案例)
12.3 LTE创新中心——以用户为中心的体验创新
12.4 降本增效:变革的归属
第十三章 身处4G,未来路在何方
13.1 百年经验谈,四海取经路
13.2 信息服务业:搭载4G的新生态
13.3 移动领域,4G会是导火索么(互联网公司视角)
13.4 速率——无处不在高清生活(用户视角)
13.5 应用:不再是OTT的独角戏(运营商视角)
13.6 4G终极策略——用户、运营商、互联网公司的黄金三角

Book Abstract

形势三,互联网企业加大了整合运营商能力的步伐,并以后向为主的方式吸引用户。典型的例子有两个:一个是腾讯公司的免费Wi—Fi+健康中心业务上线,另一个是360手机新增免费Wi—Fi功能。对于有些已经是虚拟运营商的互联网企业而言,同样在虎视眈眈。
形势四,4G牌照发放后,流量资费大幅度下降,政府监管部门放开了电信资费管制,更加市场化的资费让运营商之间的价格战打得更加灵活,但也打得更加头破血流,即便是运营商这样不断地进行价格战,广大用户对于流量消费的担心仍然很大。因此,现有的前向流量资费再怎么调整都不得用户心,需要有更大改变。
形势五,市场的需求旺盛。用户对流量的消费还是高度敏感,这也直接影响到用户对不同互联网应用的时间分配。如同打车软件补贴之争那样,互联网企业为了留住用户或者推广新的产品,加大了对上网流量的补贴力度。
如今,运营商越来越重视以to B为主的后向模式。我们也许花费不少的时间研究各种成功企业的不同业务形式,但就商业模式而言,主要可以归结为to B模式或者to C模式。无论是哪种模式,用户规模都是第一位的,但是to C模式将用户转化为直接付费的难度很大,而to B的模式主要依赖众多企业的创造性来实现价值的转移,效果往往惊人。
对于运营商而言,用户对于垄断、服务水平的种种抱怨从来没有间断过。已经习惯to C模式在价格一坑更比一坑低的情况下,以流量后向经营模式作为未来主要方向,已经开始受到更多高层关注,并希望有所创新和突破。比如,移动互联网时代从经营个人客户为主转向经营企业客户,个人用户无需再前向流量付费,这里面的形式多种多样。当然,这是一次巨大的冒险,需要足够的勇气,如果不冒险,不付出勇气,未来只能留下更多的叹息。这是后向的意义,需要破除目前对后向的担忧和质疑。
电信业务从传统的话音时代通信服务商到移动互联网时代的信息服务提供商,本质上是作为管道商的一个技术升级,这个升级的过程伴随的是管道价值的快速下降。互联网时代OTT的冲击表现为跨界的冲击和替代,且威力巨大。因此对于电信运营商而言,流量后向经营不是业务模式的改良,不是对前向业务的补充,而是一种模式取代另一种模式,必将带来组织方式、生产流程、管理体制机制、资源配置方式等方面的大变革。运营商已经提出了电信业务互联网化的命题,流量经营模式能否从以前向模式为主走到以后向模式为主,是老牌国企运营商互联网化的标志。
……

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