As the entire mobile market slows down the growth and sees intensifying competition, the Asia-Pacific Zone Telecommunication industry will face huge challenge in 2012. The operators are forced to improve the efficiency and control cost when developing businesses. Although various markets have different specific circumstances, the profits tend to decrease. To the operators, the strong internal management is the key factor of success and they should proceed on operation transform to make profit. The market research firm Ovum thinks in 2012 the Asia-Pacific zone telecommunication industry will face five challenges. Followings are the three aspects.
1 Optimizing cost and improving efficiency
The operators are going to bear more and more fierce competitive pressure and profit pressure this year, so it is more and more important to optimize cost.
It is easier to reduce the cost of operating than that of capital expenditure. In 2012, the operators are expected to slash the operating cost by outsourcing network management, customer service and the other noncore business functions. Ovum estimates the transaction of outsourcing to increase by around 50% in the emerging market.
2 Enhancing the importance of customer service
Many operators are seeking for the sustainable non-price advantages, including sales promotion, marketing management and better network cover and so on.
The operators must pay for the terrible customer service while excellent customer service is good for both operators and customers. So the worldwide operators are putting huge investment into improving customer service systems. Currently, some operators are using social media service like Twitter and Facebook to solve the customers' problems.
3 Smart devices will influence the future of mobile application programs ecosystem
The changes from the function phone to the smartphone and Tablet PC those run on "light" operating system will influence on the operators' strategies. Hence it will drive the operators to offer value-added services. The functions and contents of application programs will rely on the network and cloud service increasingly.
The hardware functionality and price will not be the unique factors took into considerations by the consumers. The successful devices will consist of "application programs, contents and services". So the operators in the coming two years need to adapt to the transformation and meet the demand of smart device users.
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