Recently, at the Product Innovation and Development Forum of the 2023 China Mobile Global Partner Conference, China Mobile released the "Pilot Plan of Equity Ecology Billion", which will invest 10 billion worth of cooperation resources, empower from resources, operations and platforms, and build a progressive cooperation system of equity ecology.
This move triggered a warm response from partners. Investing tens of billions of subsidies, benefiting partners and benefiting hundreds of millions of customers means that China Mobile has comprehensively upgraded the ecology of rights and interests cooperation, and also highlights the responsibility and responsibility of China Mobile as a central enterprise to actively promote the healthy and orderly development of the private economy.
When you open the China Mobile APP, you will find that the "Equity" channel is located in the "C" position in the bottom navigation bar. This central position is the embodiment of China Mobile’s concentrated efforts to carry out the "connection+application+equity" integrated operation, and it also highlights the importance China Mobile attaches to the equity ecosystem.
As the online hosting platform of China Mobile Equity Supermarket, China Mobile APP has been integrated and refreshed in July, 2023. It has evolved from a tool APP that provides basic communication services to a more convenient, richer and smarter digital life super APP, opening the door to digital life for 1 billion users.
Behind the digital life platform of 1 billion users: the subsidy exceeds 10 billion, bringing together more than 1,200 partners and connecting the whole country at one point.
In the 5G era, enterprises are making changes in line with the trend, and the transformation of digital marketing services is accelerating.
It is understood that in May 2022, China Mobile started the integration of the Group and the provincial apps, with the overall guidance of the Group, the online marketing service center as the main construction unit, and the provincial mobile as the main combat unit. After nearly one and a half years of layout, the integration and rejuvenation of China Mobile APP were realized, and in the future, it will rely on China Mobile APP to provide a better digital life for 1 billion users.
The vision of empowering a better intellectual life cannot be achieved by one’s own efforts. Covering all kinds of needs of "food, clothing, housing, entertainment" means that a complete consumption ecosystem is needed. It is understood that China Mobile has joined hands with more than 1,200 partners to build a digital lifestyle supermarket in China Mobile, and selected high-quality partners to share investment sources and contacts, so that each partner can enter without barriers, choose freely, trade fairly and gain new growth.
Such an open and inclusive platform ecosystem has broken the business barriers in all vertical areas of Internet services and effectively promoted the growth of equity business. In August this year, the interim results of 2023 released by China Mobile showed that in the first half of the year, "China Mobile Digital Lifestyle Supermarket was vigorously promoted, and the number of customers with integrated rights and interests reached 326 million, with a net increase of 38.85 million."
Of course, while the business is growing, China Mobile APP provides a "one-stop" consumption platform for users to enjoy digital life, and also provides a broad development platform for eco-partners. According to the "Pilot Plan of Billion Rights and Interests Ecology", in the future, China Mobile will invest more than 10 billion yuan to continue to innovate and deepen cooperation with its partners in terms of member products, marketing investment, brand feedback and integral empowerment, so as to achieve win-win development with its partners through resource investment and two-way empowerment.
Resource investment and platform upgrade have enabled many enterprises and manufacturers to see China Mobile’s great sincerity and broad market development space in the future, and they want to settle in China Mobile APP platform one after another to start ecological cooperation on rights and interests. This has opened the brand image of China Mobile APP in the B-end enterprise market, and fully stimulated the new vitality of the enterprise market.
A series of online service marketing "combination cards" are pushing China Mobile into the leading position of the future Internet industry ecology, from renewing and upgrading China Mobile APP, building a unified big entrance platform, improving the ecological cooperation mechanism, increasing subsidies for rights cooperation, laying out AI intelligent assistants and other digital intelligence capabilities, and upgrading users’ interactive service experience.
Big model empowers service experience innovation: AI assistant becomes the link between users and business services.
"Hello, can you book a plane ticket for me?"
"Hello, can you help me check the phone bill balance?"
A large digital screen has become the "darling" of the crowd, and almost every visitor has to approach the screen and call for a try of its "spirituality", which is a scene at the just-concluded China Mobile Global Partner Conference. In Guangzhou Poly World Trade Expo Hall, groups of curious visitors called AI intelligent assistants to book air tickets and check telephone charges … As soon as the voice fell, the digital screen in front of them immediately jumped to the page of air tickets and telephone charges. Relying on the AI assistant built into China Mobile APP, users can quickly reach the target service page by waking it up in China Mobile APP and telling their own needs.
If the integration of China Mobile APP to build a unified entrance and build an ecological rights and interests has enabled us to see the courage and progress of China Mobile in accelerating the transformation of the new channel system, then the AI intelligent assistant displayed on the online booth of the mobile conference is the biggest surprise I feel.
According to the staff at the exhibition booth, AI Assistant is a deeply customized application of the big model in the vertical field of communication business with APP as the carrier. Through the integration of "professional+general big model", "training and pushing" and "powerful computing center guarantee", it realizes the accompanying service mode, multiple rounds of interaction in context and accurate understanding of vague intentions.
Different from the existing mainstream large model APPlication dialogue product form in the market, AI assistant "acts" around the user’s instructions, and can be awakened by voice on any page of the app, leading users to any service page.
For users, with the AI assistant, it is more convenient to use various business services in the APP, and there is no need to look around. For online channel operators, the emergence of AI intelligent assistant will bring about the transformation of online traffic distribution and contact placement mode, that is, from traditional shelf operation to a new mode dominated by user demand, which may reshape the online traffic distribution pattern and lead a brand-new change.
The digital transformation of all walks of life is accelerating, and people’s demand for a better digital life is also increasing exponentially. As the "vanguard" of China Mobile’s new channel system construction, we will wait and see whether China Mobile’s online marketing service center can make bold progress and win the "digital life track", and what new digital life experience China Mobile APP will bring to users.