Mobile newspapers billing strategies
Billing means each value-added business is a necessary means to achieve gains, the market is an important factor for success. Billing poor design market participants will enter the vicious price competition, what is more likely to lead to the destruction of the entire market, the damage to the interests of industry. Billing excellent design, based on the needs of users, the actual mental capacity, use price leverage to secure the old user base, develop new user groups, thus achieving the industry healthy and orderly development of a virtuous. Below the author on the current progress of the mobile phone billing newspaper design and we make a study.
1, billing targets Member billing: access by users in accordance with the relevant information and facilitation services according to certain rules corresponding to pay the costs. This detailed billing should be as simple as possible and easy for people to accept services.
Enterprise Billing: enterprise in accordance with their needs, so that specific layout or columns to the specific group of people and opening up, according to certain rules at the same time pay the corresponding fees. Government agencies may also follow this law, the use of mature cell phone platform to the public release of information related to public interest, according to certain rules at the same time pay the corresponding fees.
Second, billing forms of billing newspapers phones now there are mainly two ways: First, pay-per-view, such as SMS, MMS, as well as some voice services; second, from the flow of billing, such as WAP version of the cell phone reported that the version of JAVA metacarpal letter to the mobile phone. MMS, SMS mobile phone subscribers reported in the more complex nature of news to many different subscribers, the cost of such relatively high, access to the news content will not be too much. Billing is by flow mobile data services billing the basic method is cost-oriented or technology-oriented, not customer-oriented or demand-oriented programmes of the charges. Flow on the users, is the background of things, not the perception, even professionals can only use cell phones calculated immediately send or receive a specific size, 1 million of a 256-color bitmap mode image can produce such a great flow. This uncertainty caused by billing mobile phone users will bring conflict with the newspaper, not conducive to the promotion of the business.
At present, voice services, Internet access, in accordance with the long calculated, and has been a user acceptance. Therefore, the mobile Internet billing model may also be used. Networking is relatively users will be able to experience, and it is most easily measured both variables. Tariff programme is good or bad, an evaluation criterion is whether the user-friendly understanding, enabling users to dispel doubts on the business operators to have the trust, thereby willing to use the business.
Third, set up with the package of services provided by mobile media is becoming more diverse content to the user and the feelings of First brilliant Then dazzling. Mobile media operators in order to better promote the services must consider some of the services will be bundled package provided to users. Now the phone is common practice newspaper columns by monthly subscription price of a column, this convenient mobile newspaper publishers gains. But for users, a section only to see a type of news, we should note that a number of types of columns must repeatedly subscribers, it will naturally cost more than the psychological ability of users, the ultimate impact of mobile phone or the newspaper publishers receipts. Accumulation technology introduced palm-point letter to a different pricing strategy, introduced in the news at this stage is relatively simple type (basic are news content), the contents of the overall package of all eight yuan a month, after the subscription Then according to their own preferences choose to download. Such costs can be accepted by the user, the user at the same time meet the needs of personalized news, an increase of users attractive, enhance brand competitiveness.
However, all the services will be packaged into a package, launched a month, Bao Bao, or even life, and this is just a rough set of the package, mobile phone newspaper is the price of the initial development price strategy can not meet future mobile media services diversification . Therefore, the meticulous study of the package and should be carefully introduced each mobile media operator compulsory.
Price should not be a comprehensive package distribution in the target population is low-end users. This number of users relative to demand more flexible prices, in accordance with the "large amount" to select telecommunications and consumer products. Tariff Package design goal, and that is to find the current structure of the user "level" of the general, and in accordance with an enterprise's financial situation and profitability objectives appropriate to be neutral, thus pushing the target market. In the high-end users of telecommunications products general lack of demand elasticity. Therefore, the level design package, it will affect their income, their shackles.
Users found in "line" roughly where point, mobile media operators should be as a centre operators under their own user structure, financial situation, a combination of factors such as profit targets to consider the design. In the actual launch, but also under the enterprise's financial situation and profitability objectives appropriate to be neutral, to continuously improve in the target market. This, however, are in a rational competitive environment, without any rational simple price cuts will be carefully designed package at their own expense and at a Qilianbala. Therefore, the mobile media operators in a series of charges set at the same time, we must always pay attention to the prices of competitors strategy, through the pricing lever firmly adhere to the target population.
Tags: mobile java