Unleashing China’s rural mobile market

Nov. 28, 2010 - PRLog -- Fixed and mobile services are now well established in China''s urban regions. The outlook of intensifying competition and slowing growth in urban regions is in stark contrast to rural regions where there is still an abundance of new customers.
Table of Contents
Executive summary

In a nutshell
Ovum view
Key messages
China’s rural market
A huge opportunity
Urban market holds the diamonds
Rural market is increasingly appealing
No more new mobile growth in urban regions
All operators are competing in the urban mobile markets
All operators have some involvement
Mobile is the key to unlocking China’s rural markets
China Mobile’s rural strategy
Rural market is driving growth for China Mobile
Sound strategy and unique qualities maximise rural opportunity
Dominant position makes rural markets attractive
Scale makes rural markets profitable
Established mobile operations mean that rural is a natural next step
Customization is vital
New services specifically designed for rural regions
Removing barriers to entry for individuals
Payment methods built around convenience
Rural marketing activities to increase consumer awareness
Local representatives help provide sales
Overcoming network deployment issues

List of Tables

Table 1:Rural and urban population split by region in 2007
Table 2:Examples of China Mobile’s service customization for rural markets

List of Figures

Figure 1:China’s urban/rural population split, 1990–2008
Figure 2:Chinese telecom operators’ subscriber base, April 2009

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