(1) What is IVR?
IVR (Interactive Voice Response) is an interactive voice response service, and everyone often translates into an automatic voice response.
- "I want to point for my good friend, I hope to transfer songs on his mobile phone in his birthday ..."
- "If you open your psychological counseling, let me use mobile phones and experts and friends who have the same feelings as the same feelings directly, it is too good ..."
More and more strong user needs show that users want to get colorful voice services with mobile phones, such as songs, listen to programs, chat, custom ring bells, etc.
IVR is a mobile voice value-added service that satisfies user needs.
(2) Analysis of current situation
IVR, ie voice value-added business, is a mobile operator started from 2002. Mobile IVR is divided into two major brands: audio interaction and entertainment online, Unicom's IVR brand is Unicom tone.
At present, SPs operating IVR business include Thunder, Tencent, Honglian Jiuyi, Sina. Among them, Tom's Thunder has a share of 70% of the domestic market. According to China Mobile, the market size of China IVR business will reach 2.5 billion yuan in 2004, of course, this data is relatively optimistic. But it is undeniable that IVR will also become one of the heavyweight services in wireless value-added services.
Existing IVR services include ring tones (mobile your own operation), online songs, voice information services, voice games, multi-party meetings, background music calls, and chat friends, etc. In essence, the IVR business is mainly to copy the business model of the previous voice station, and also provides the topic chatting and point-to-point chat service for virtual identity.
At this stage, the entry threshold for IVR business is mainly reflected in the difficulty of IVR business qualification applications.
The technical threshold for IVR business is actually quite low. The SP applies for an access number resource to purchase the corresponding voice platform equipment and the operator's voice gateway to make a signaling / traffic relay connection, build your own service system (hard software is very mature), create your own voice The IVR service can be carried out after the business process.
The advantage of IVR business is:
● For the majority of users, voice services are simple, intuitive, and easy to accept;
● The home-made huge user group has completed the initial market cultivation work;
● Mobile is quite large for IVR SP. The settlement package is broken; the settlement cycle is short; the new business approval, the last cycle is short;
Disadvantages of IVR business lies in:
● The tariff is relatively high;
● At present, the operator's access threshold is very high;
(3) IVR business development direction
In the future, as operators gradually reduce voice access threshold, the key competition in IVR business in the IVR business is:
● Integration of voice information
Strengthen cooperation with quality information sources. For example, the copyright of the use of the songs with the individual recorders.
● Innovation business model
At present, the IVR business model of each SP is always, it is easy to trigger homogeneous competition. Only business model innovation is made to master the market. Business innovation is mainly from the actual needs of users to complete product design. For example, the user dials the designated service number ,? 龉 龉 Zheng 纯 袢 袢 袢 栊 栊 畔 ㄓ镆 ㄓ镆 舭 舭 饕 妫? Br>
● Positioning of voice portals
Now, a large number of traditional CPs (including traditional record companies, publishing companies, tourism agencies, local meteorological stations, financial institutions, medical services, education and training institutions, etc.) are excessive technology and funding entries outside the voice service market. .
In addition, operators also have a headache that is increasingly heavy SP access and business management tasks and worrying about the security issues of the network thus triggered.
The concept of a voice portal platform came to life. Simply put, the voice portal is a virtual voice service operator, mainly completing the four major tasks of the voice marketing portal, SMS voice service voice self-service, industry sound service platform, and CP lease / access / management. In general, for SP, IVR is a business that earns "fast money". Cash recovery is IVR is also a business without a brand. The user's liquidity is strong, and the brand loyalty to SP is not high. Therefore, the IVR service can maintain a short mid-term cash flow, but it is impossible to guarantee the stable market share of the business.
(4) Profit model
IVR service providers will also charge information fees. Users can choose the monthly or single-use service, and the information rates of different ways are different. The monthly telecom operator charges the user, and the service provider is again carried out with the telecom operator for 85:15 demolition (self-contained platform) or 70:30 to be removed (using the telecom operator platform). The IVR service is shipped by the telecom operator.
