Starting from November 27, 2019, the number porting policy has been fully implemented in China, giving many users more choices. In this context, the three major operators (China Mobile, China Unicom and China Telecom) are facing the challenge of reshuffling and dividing up market share. Number porting is good news for many subscribers because it allows them to switch to a more satisfied carrier while keeping their long-term mobile phone numbers.
In the face of intensified market competition, China Mobile is taking a series of measures to retain old users. This operator, which has long been known for its superior signal, is unaffordable for many consumers in terms of tariffs and fees. In addition, the construction of 5G will raise China Unicom and China Telecom to the same level, so that their signals will also be significantly improved. As a result, many users have turned their attention to these two operators.
In order to retain old users, China Mobile has introduced three privileges, namely high-star benefits, free data delivery and package discounts. As long as you have ten years of Internet age, you can enjoy these services.
These initiatives are aimed at making old users dependent and attracting them to stay in China Mobile. Divide users by star rating, so as to give them different levels of discounts, trying to make old users dependent on the level through this practice, but once the user is transferred to the network, their previous level will be cleared to zero.
Free traffic is given away in installments, not at once, and such bait may indeed attract some users. This measure makes it impossible for users to port numbers, limiting their options.
Package discounts are a concession made by China Mobile in this move to retain old users. Since China Mobile's fees are higher than those of the other two operators, this discount is undoubtedly an attractive offer.
However, can China Mobile's privileges really retain old users? In fact, these privileges may not have much effect if they are not improved from the essential reasons why users want to switch to the Internet. The reasons why users choose to port their numbers may include high tariffs, signal quality, customer service levels, and other aspects. If China Mobile wants to truly retain old users, it needs to start from these aspects and make comprehensive improvements.
First of all, China Mobile needs to adjust the tariff structure to make it more reasonable and transparent to meet the needs of different users. Especially in the 5G era, high traffic and high speed have become the basic requirements of users, so adjusting to this will better capture the hearts of users.
Second, although China Mobile's signal coverage and quality have always been industry-leading, in the 5G era, China Unicom and China Telecom's signal performance is also excellent. Therefore, China Mobile needs to continue to maintain its signal advantage and even seek innovation in some areas in order to stay ahead of the competition.
In addition, customer service is also an important factor affecting user satisfaction. China Mobile needs to improve customer service and provide more humanized services so that users feel sincere care. For example, you can increase user stickiness by providing a dedicated account manager, faster problem resolution, etc.
In addition, China Mobile can also consider launching more targeted preferential policies, such as targeted traffic packages and welfare activities jointly created with partners, to meet the needs of users in different scenarios and enhance user stickiness.
To sum up, if China Mobile wants to truly retain old users, it cannot rely only on these privileges currently launched. It needs to start from the problems that users really care about, and improve from many aspects such as tariff structure, signal quality, and customer service. Only in this way can we stabilize our market position and maintain user loyalty in the competition under the number porting policy.