Shulou(Shulou.com)11/24 Report--

At the just-concluded China Mobile Global Partner Conference, China Mobile released the planning of China Mobile App Digital Smart Life New Platform on the Pan-terminal Omnichannel Alliance 3.0 Ecological Cooperation Development Forum, and simultaneously displayed China Mobile APP"Consonance"AI intelligent assistant based on AI large model in the exhibition area of the conference, attracting the attention of many visitors. This is the first public appearance of China Mobile App at a large-scale exhibition in the industry after its integration and renewal upgrade. The author was pleasantly surprised to find that China Mobile App has evolved from a tool APP providing basic communication services to a more convenient, richer and smarter digital life super APP.

In fact, this is a long-simmering digital revolution.

From "24" to "1": Create a unified online portal for 1 billion users

In the past three years, China Mobile has continuously accelerated the digital transformation of its channel system. With the expansion of China Mobile's business landscape from "connection" to "connection + application," traditional strong offline channels can only solve the market share competition among basic services of communication operators. It is urgent to supplement the shortcomings of online channels and enhance its competitiveness in Internet racetracks. Among them, the online private domain traffic position of "China Mobile APP" built by the whole group is an important starting point for creating an efficient new channel system.

In the early stage, China Mobile's 1 billion users were scattered on 24 mobile phone business hall App built by the Group and by each province. These App were positioned as supplements to offline channels, with similar functions, decentralized construction and data impassability. On the whole, they were "big but not strong." The potential advantages of online traffic of 1 billion users could not be brought into play, and the Internet cooperation right matching the scale could not be obtained. Therefore, from decentralization to aggregation, creating a unified online large-flow entrance is the only way for China Mobile to enlarge and strengthen online channels and realize the intelligent transformation of channels.

It is understood that in May 2022, China Mobile started the integration of group and provincial App, guided by the overall planning of the group, with the online marketing service center as the main construction unit and provincial mobile as the main unit. After nearly one and a half years of layout, first of all, to meet the basic communication service needs of users as the starting point to gather traffic, to create a unified private domain traffic portal for the whole network, and then to guide the provinces to settle in and operate based on a unified platform, to smoothly migrate the assets of App users in all provinces to a unified APP. After integration, the private domain traffic of large entrance is fully authorized to enable the independent operation of each province, so as to meet the current operation mode of China Mobile with provincial companies as the main body of the market. Since then, through the integration and renewal of China Mobile App, China Mobile has completed an important "milestone" in building an efficient new channel system.

From "Mobile Phone Business Hall" to "Digital Smart Life New Platform": China Mobile App Opens the Road to Upgrade and Transformation

In addition to the basic communication business inspection and collection office, the integrated China Mobile APP also includes the digital life rights and interests of users, such as video, entertainment, e-commerce, catering, travel, etc., and pan-intelligent terminals such as mobile phones, wearable devices, smart homes, etc., including China Mobile's own innovative businesses such as Migu, Cloud Disk, Worry-free Travel, etc., as well as products provided by partners. Taking digital life rights and interests as an example, China Mobile has cooperated with more than 1200 partners to build an equity supermarket. By selecting high-quality partners to share investment sources and share contacts, it breaks down barriers in various vertical fields of the Internet, so that each partner can enter with low threshold, choose freely, trade fairly and obtain new growth.

According to the interim results released by China Mobile in August 2023, in the first half of the year,"China Mobile Digital Life Supermarket was vigorously promoted, and the number of equity integration customers reached 326 million, with a net increase of 38.85 million." "Around China Mobile App, a large online portal, a digital life consumption ecosystem from" cooperative introduction "to" joint operation "has gradually formed.

Business growth continues and resource investment is increasing. The author learned from the 2023 China Mobile Global Partner Conference Product Innovation and Development Forum that China Mobile has comprehensively upgraded its equity cooperation ecology and released the "Equity Ecology Ten Billion Pilot Plan". It will invest 10 billion yuan in cooperation resources, empower itself from resources, operations and platforms, build an equity ecological gradual cooperation system, and continuously explore and innovate with partners in terms of member products, marketing investment, brand feedback, points empowerment, etc. Deepen cooperation and realize win-win development with partners through resource investment and two-way empowerment.

From integrating and rejuvenating to building a unified entrance, to perfecting ecological cooperation mechanism, adding rights and interests cooperation subsidies, and then to laying out AI large model, a set of online service marketing combination is pushing China Mobile into the future Internet industry ecology leader ranks.

From "Online Customer Service" to "Consonance": AI Intelligent Assistant Becomes the Link between Users and Business Services

If we say that China Mobile App integration builds a unified entrance and builds an equity ecosystem, let us see China Mobile's courage and progress in accelerating the transformation of a new channel system, then the AI intelligent assistant "Lingxi" displayed on the online booth of China Mobile Global Partner Conference is the biggest surprise I feel.

Waking up "Lingxi" on China Mobile App to say what it needs can quickly reach the target service page. For example, when you ask "Consonance" to recommend a family-friendly package, the recommended package page is immediately displayed on the screen in front of you. Not only that, when you ask "What is the difference between this package and my current one," you don't need to specify which two packages,"Consonance" can distinguish the two objects that need to be compared according to the context understanding. Such intelligent AI intelligent assistant, let many visitors repeatedly praise.

"Consonance" takes its meaning from the classical poem "Without colorful phoenix and double wings, the heart has a point of connection," implying a vision of better understanding users and communicating with users 'hearts. From the point of view of on-site experience, different from the mainstream large model application chat-dialogue product form on the market,"Consonance" is closer to the AI large model with App as the carrier, in the vertical field of communication business deep customization application. Based on the advantages of AI large model in natural voice understanding and context association multi-round interaction, users can voice evoke "Lingxi" intelligent assistant on any page as long as they open China Mobile APP. It can "act" around user instructions. Whether it is charging bills or ordering tickets for take-out, Lingxi can accurately judge the needs expressed by users and go directly to the business landing page to quickly solve user needs.

The large model is the hot spot of innovation in 2023, but the applications seen in the industry focus more on the large model running list, or the productivity auxiliary support of professional work such as code writing and image processing. Without large-scale industrial application landing, the large model is still "only heard, but not seen" for the majority of users. China Mobile App took the lead in launching "Consonance," which enables hundreds of millions of users to quickly use various business services in the App and truly experience the intelligent and convenient interactive experience brought by the large model. For online channel operators, the entry of large models on vertical industry apps will also bring about a shift in online traffic distribution and contact delivery mode, i.e. from traditional shelf-based operations to a new user-driven model. For this new model, China Mobile's service experience innovation based on AI large model is undoubtedly a good test, which is also based on China Mobile's long-term investment in AI basic research and development and cooperation, computing resources reserve.

A hundred boats compete, and those who fight hard first; thousands of sails compete, and those who advance bravely win. In 2023, China Mobile's operating revenue will exceed trillion yuan, becoming the first operator with "trillion revenue" in the global communications industry. Facing the future, China Mobile will bring one billion users to a better digital life. China Mobile App will be expected in the future. China Mobile Online Marketing Service Center will give full play to the advantages of online operation and digital intelligence capability to help China Mobile App become the leader of the future Internet industry ecology.

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