Voice GOOGLE Marketing Opportunities

As far as Chinese TV viewers are concerned, in 2006 the German World Cup, in addition to the achievement of "he is not alone in fighting" Huang Jianxiang, we must remember a beautiful Florist boss and a warm word: "114, if there is a problem, ask the number knows everything!"

From the 114 and 115 telephone inquiries set up in 70s of last century to 1990, after the merger of 114 and 115 units, the China Telecom upgraded and reconstructed the traditional 114 business last year, and launched a brand-new "number knows all" business. It can be said that 114 successfully completed its three grade jump from a local Cinderella to a noble princess of pedal shoes.

Of course, there is also some doubt in the market. Some people think that China Telecom launched this kind of business, just like an elephant drilling a rat hole.

Is this really the case?

The number of queries per day in Guangzhou is 150 thousand times.

Check the phone number 114, check the weather dial 121, check the bus line 160, check the catering, entertainment and many other services 168.

For a long time, people in telephone books and minds have a large number of enquiry numbers, such as some conceptualized numbers, because they can meet different needs and are classified into people's daily lives.

In the past, no matter 114 or 168, we were familiar with the telecommunications business.

But nowadays, the number knows everything, and at the same time, it has become another brand of China Telecom after the PHS, ChinaNet and vent.

From then on, when people talked about the telephone enquiry service, they were no longer the pile of dry numbers. Instead, they were replaced by a polite question called "Hello, number knows all", a series of practical and fast information services, a smiling smile of a beautiful woman who always bloomed in people's hearts.

From a simple business to a perfect brand, it is easy to see the great power of China Telecom on the number one.

As a forerunner, Guangdong Telecom wants to turn the brand into a voice gateway in Guangdong.

In addition to the directory service, the number knows how to provide comprehensive information services according to different customers' needs: household users can dial 114 to get business promotion and service guide for home life, such as shopping, catering, food, moving, home appliances maintenance, etc. travelers who travel can subscribe to the air tickets, hotels and guidebooks through 114.

Guangdong Telecom's local branches have launched various services to build up a brand for this nascent brand: Maoming's restaurant reservation discount service first came to the top during the Spring Festival in 2007; then, the tickets for the fifth lion games were held in Foshan during the Lantern Festival, which allowed the people of Zhuhai to experience the convenience and convenience of the information age.

In the increasingly optimized quality of service and brand building, Guangdong Telecom's number knows how to grow steadily. Now, the number of queries in Guangzhou has reached 150 thousand times.

The marketing value of "voice GOOGLE"

At the beginning of 2006, when the number was launched, China Telecom vividly described it as "voice Google", and played the slogan of "know everything, spread the world", and search the information and services required by life through telephone voice. It is very different from Internet search on target users and service contents, such as Google and Baidu.

By providing customers with more intimate and convenient local content search, China Telecom is upgrading its content service business capability and comprehensive competitiveness while quietly pforming to integrated service providers.

In fact, in the United States with a population of only 1/5 and China, with a free business directory known as "1-800-Free-411", it has earned more than 2 billion 600 million times a year.

Facing the huge market potential, Guangdong Telecom is also carrying out various attempts creatively.

Guangdong Telecom, with its heroism and courage, has set off a wave of "special search" in 22 cities across the province, allowing businessmen and consumers to participate in the massive information collection and database construction through numbers, such as telephone, text messaging and Internet, so as to select "special search list" through comparison, so that more people can share their proud information and delicious food.

It can be said that "special search list" is like "voice 2".

Mr. Nie Wei, who has worked in Baidu for many years, is very optimistic about the market prospect of number knows all: "first, from 114, the brand of number knows everything is not an empty thing, and it originally has many fixed users. Secondly, as a search, the business mode of competitive bidding is very mature."

In addition, Nie Wei added: "there are two prerequisites for the operation mode of competitive bidding, one is that the number of searches used is enough, and two is that these people use this search frequency sufficiently high."

Guangdong Telecom's activities, publicity and promotion based on number knows everything, including "special search list", is aimed at attracting more and more users' attention and using the 114 and 118114 businesses. After all, it is much more convenient to dial the phone at any time and anywhere.

Business needs unlimited opportunities.

Professor Ceng Jianqiu, director of the competition and IT competition research center of Beijing University of Posts and Telecommunications, has his own opinion on the number knows business: "number knows everything on the basis of keeping the number inquiry function, increasing convenience services, so that the telephone number has a richer connotation."

Obviously, the efficiency of the number know business in the "convenience service" is obviously much larger. It even has many advantages that web search does not have, such as precise query, high authority, and no restrictions on occasions.

114 of the basic call fee is not enough to cover the service cost of the operator, in fact, it provides free information service for the subscribers.

While serving users, the number knows many business opportunities for many enterprises by introducing business products and services to people in need.

Enterprises that have good service capabilities can communicate more and more timely business information through the 114 to the public through bidding, ranking and purchasing keywords, and get more business opportunities in their respective fields of service.

This constitutes a backward profit model for number knows all.

Mr. Shang Quan Feng, a consultant in the communications industry of China, has expanded the profit model of number knows all.

He believes that the number knows not only can be used to compete for ranking by voice search function, but also can be built into an e-business platform between enterprises and enterprises, between enterprises and users. Besides, it can also provide media for the enterprise to provide information publishing platform.

The relationship between the three is summed up in the words of the whole front: "media provide information support for search, search can improve media efficiency and value; search is the foundation of e-commerce pactions, e-commerce is an extension of search services."

From the user inquiry service of one-way charging, to the user who spends very little money to call to get the advertisement information released by the enterprise through bidding, the China Telecom has finally tasted the taste of "honey".

However, the reason why companies are attracted by the great expense of advertising is the number of users of this business and the value it brings to enterprises.