PoC业务用户群及市场策略分析

文章在研究中国电信市场环境及当前业务特点的基础上,对PoC业务用户群及市场推广策略进行了探讨.文章认为中国PoC业务市场推广不能照搬美国运营商Nextel的发展模式,必须结合中国具体的电信业务环境加以考虑.在中国市场中,行业用户是PoC业务推广应首先关注的目标,而对于已经使用或未使用专网集群服务的用户,应采取差异化的市场策略.在推广PoC业务的过程中,应重点发展能够带来新的业务量的PoC用户群,同时尽量避免与现有移动电话、短信、语音信箱等业务的竞争.

Analysis on PoC User Groups and Marketing Strategy

Based on the study of the telecom market environment and service features in China, the PoC (Push-to-talk over Cellular) user groups and marketing strategy are analyzed. It is concluded that for the promotion of PoC services in China, the development mode adopted by US operator Nextel cannot be copied, and the specific service environment in China should be taken into consideration. In China, the industrial user is the preferred target. The PoC service can be taken as a differentiated market strategy to attract subscribers no matter who use private trunking services or not. To promote PoC services, the key point is to attract user groups who can bring operators large volume of traffic, meanwhile, avoiding direct competition with the existing mobile phone, short message and voice mail services as much as possible.