创新性服务需要企业更全面的战略支撑

创新性服务需要企业更全面的战略支撑

　　事实上，早在去年苏宁收购PPTV之际，来自苏宁内部的高层就私下告诉记者，苏宁在虚拟运营商领域的布局将不仅仅体现在资费的便宜之上，而是会将虚拟运营业务与公司战略紧密结合，该人士还曾大胆设想，“有没有想过到苏宁易购买东西，流量可以免费，或者到PPTV看节目，流量可以优惠？”

　　尽管在苏宁最新的虚拟运营战略部署上，是否包含了上述内容记者尚不得而知。但是有一点，上述的讨论指明了虚拟运营商未来进行竞争的真正支点，即要有自己的内容，服务要有创新，同时要能有效地将虚拟运营业务与公司既有战略全面渗透和融合。

　　无独有偶，就在国美“极信”产品的放号发布会上，国美总裁王俊洲也表示，作为全国领军的电器零售企业，国美拥有丰富的渠道资源和广泛的用户群体，将依托线下近1600家遍布全国的门店，以及国美在线等线上渠道，让广大消费者享受到来自国美的高品质移动通信、智慧生活方式体验。同时国美还将依托多元化的家电终端厂商合作伙伴、互联网/CP合作伙伴，整合价值链上下游资源，为消费者提供多种智能影音产品一站式解决方案。

　　在王俊洲看来，发展移动通信业务是国美的战略选择，在国美推行O2M 战略即“线下实体店+线上电商+移动终端”的全渠道运营模式的过程中，移动通信的服务能力是O2M战略的重要组成及延伸，通过国美极信拓展移动销售和服务渠道，打通“物流”与“信息流”，为客户提供端到端的全新消费体验。

　　“通过移动转售业务，提升用户感知，增强客户黏性，从简单化的客户关系延展到服务型全生命周期的客户关系；通过移动转售业务，建立国美与客户的沟通纽带，整合用户需求，为广大消费者提供移动增值服务。”

　　或者，唯有上面一句话，才是移动转售业务之于国美、苏宁、京东类企业申请虚拟转售业务牌照的真正价值。

　　不仅如此，看看阿里在虚拟转售业务的布局，阿里通信总经理基甸表示，阿里推出的“亲卡”将是第一张融入互联网精神的SIM卡。它将以流量经营为核心，打通淘宝、支付宝、云OS等阿里系业务，提供互联网化的通信服务。不过，“亲卡”的具体资费标准目前尚未公布。

　　据来自市场上猜测显示，阿里亲卡将推动亲友间可互相赠送流量、存话费返利息的话费宝、和来往账户打通推出免费网络电话、和淘宝(天猫、聚划算)账户打通享受购物特权、跟云OS手机机号一体推出更多创新服务、跟阿里云计算打通植入可穿戴和物联网设备等等。

　　不过，值得注意的是，所有上述的设计都需要来自市场的考验，而不少企业的相关负责人也公开表示一些业务要一步一步来，做好一件再做另一件，这其中需要大量的市场磨合。

　　有消息显示，截至目前，海尔、联想、百度(154.77, -0.62, -0.40%)、世纪互联(25.85, -0.01,-0.04%)等多家企业传出有意申请虚拟运营商牌照，近日更是爆出多达78家的民企提出了申请。那么，可以推断的是，在虚拟运营商众多的竞争者之中，价格营销将不会有太长的路径可走，最终的竞争仍将是看哪家提供的服务更有创新性，更能满足消费者的需求。

　　由此，在经过放号的饥饿营销之后，虚拟运营商所能推出的真正的创新性服务才是真正引发消费者饥饿感的地方。

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