The product form is still to be explored, and the fusion terminal market is improving
After the reorganization of the telecommunications industry in 2008, domestic operators entered the stage of full-service operation. Under the new competitive environment, how to effectively expand new business while maintaining traditional superior business, and then strive for greater market share, is an important issue facing domestic operators. Netbooks and home information machines, as a fusion product of the Internet and communication networks, came into being in the context of full business competition.
Firm confidence: the fusion terminal is the blue ocean strategic choice
Compared with computers and mobile phones, netbooks and home information machines have a unique value proposition. Through the blue ocean strategic analysis chart, you can find the possible market space of the fusion terminal.
From the strategic analysis (Figure 1), compared to mobile phones, netbooks have larger screens, stronger data download capabilities, and richer functions. They can watch movies, play games, listen to music, chat, send and receive emails, approve documents, etc. It is difficult to replace; compared with computers, it has high cost performance, fast switching, light and portable, and is easier to use and portable than computers. Under the concept of "Enough is enough", netbooks advocate appropriate special applications, configuration integration, and the "low-cost" orientation with the pursuit of low cost and cost-effectiveness as the consideration. 
At present, most domestic home information products (Figure 2) are connected through home wireless broadband. Most of the products are touch screens, which are convenient for the elderly and children. Many manufacturers use the Android operating system to facilitate the acquisition and application of entertainment and life information in the home. From the strategic analysis chart, compared with mobile phones, home information machines have larger screens, stronger data download capabilities, and richer functions, such as watching movies, playing simple games, listening to music, watching news, and obtaining life information, etc .; compared with computers, easy Operation, application is triggered at any time, continuous standby, light and stylish.
The development of converged terminal products emphasizes the comprehensive effect of price, appearance, function, brand, portability, quality, content and so on. In the blue ocean strategy, one of the options for achieving innovation is to highlight the core functions that users need most, simplify other attributes of the product, and realize the maximum use value of users. Once the demand for the converged terminal market becomes apparent, its value to operators will blow out.
The product form is still to be explored
In the long run, the industry generally believes that converged terminals may affect the pattern of IT, telecommunications, and consumer electronics industries, but it is difficult to disguise the difficult situation of converged terminal product development in reality.
Netbooks have become increasingly blurred in the planning of mainstream manufacturers: high-end netbooks that advertise performance and personality have actually returned to the value of traditional notebooks; low-end netbooks lack clear plans.
The family information machine is still in the process of development and improvement. Operators are confused about the functional positioning of this product. On the one hand, it is difficult for domestic household information devices to replicate the successful model of PCCWEye2 in Hong Kong in a short period of time, because no domestic operator has the PCCW ’s broadband content operation capabilities; Infiltrated into the home voice market and transplanted mobile value-added services to home-integrated terminals; but it did not meet China Telecom ’s plan to differentiate information services to enhance broadband applications and enhance broadband user stickiness.
The key now is to determine which core functions the user really needs after in-depth research based on user needs, and to do better and stronger. Then, after initial user scale expansion, operators need to make good use of the experience information from the front-line business halls and end users, grasp the user's demand trends, and plan a clear optimization direction for converged terminals.
Four "Ws" are required for converged terminals
At present, major operators are emphasizing the market penetration of converged terminals, hoping to rely on a full understanding of customer demand characteristics to accurately target target customer groups, optimize selection of reasonable promotional and sales channels. In the near future, the focus of operator market promotion will still explore the following aspects.
WHO: The main target users of fusion terminals. In the chain of users who purchase fusion terminals, decision makers, buyers and users are likely to not overlap. We need to form market segments from some new variable dimensions, such as family composition. For example, the users of home kiosks mainly purchase the ease of operation of touch screens and the affordability and fashionability of multifunctional integration; the target users are often members with weak computer operation skills at home.
WHAT: Business integration, determine the core product of the fusion terminal. The core products are focused on creating high-quality, avant-garde service concepts, incorporating fashion consumption, the Internet and other concepts into the fusion terminal marketing promotion and promotion. The tangible products are mainly the fusion product concept, with emphasis on the characteristics of portable, Internet and communication network integration For extension products, it is advisable to integrate the unique services of various operators through built-in and desktop display.
HOW: Promotional strategies, various promotional strategies, can promote market development faster and better. The first is the large-scale product concept promotion, strengthening the characteristics of fashion, mobile Internet, etc. Secondly, selecting the target group with intensive and highly targeted places and communities for advertising, and then building the experience center in its own business hall, agency channel, Attract users to experience the use of converged terminals, and finally promote user purchases through appropriate price subsidies and rewards. Operators in some regions even issued a preferential policy of "save credit, send XXX". However, many favorable policies to stimulate converged terminals benefit from hardware brand manufacturers without exception.
WHERE: Channel coverage, how to effectively and quickly cover IT distribution channels in the short to medium term. Users regard netbooks and home information machine products as electronic digital products, and some users prefer to purchase them in electronic stores and other places. Sales of converged terminals involve a balanced coverage of IT channels and operator channels. Taking the above netbook as an example, salespersons are not familiar with the performance of netbooks, and traditional channels are not familiar with communication services. The current subscription model for converged terminals often uses customized channels for mobile phones. As operators increase their involvement in the netbook market, the trend of channel socialization will be inevitable. At present, China Unicom has taken the lead in channel innovation. In addition to the traditional business hall channels, it has mainly developed channels for online electronic malls.
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