Page 29 - China Mobile Limited - Annual Report 2012

China Mobile Limited
Annual Report 2012
25
Business Review
The Group adhered to the mobile Internet strategy comprising “smart pipe, open platform, featured businesses and friendly
interface” to pursue professional operation and accelerated the deployment of mobile Internet. As at the end of 2012, Mobile
Market’s (MM) cumulative registered customers and application downloads reached 270 million and 610 million, respectively.
The supply chain was further converged through opening up capabilities such as MM and Fetion. The Group enhanced the
development in new business areas and launched a series of featured mobile Internet products covering mobile payment,
cloud service, location-based service and intelligent voice portal. The Group made a strategic investment in Anhui USTC and
launched the intelligent voice portal “Lingxi”.
The Group continued to drive scale development of “Wireless City” for which to become the bridge and conduit between
government authorities, various industries and their customers. In 2012, “Wireless City” had 70 million cumulative customers.
The Group accelerated the development of quality and centralized “Internet of Things” applications to enhance capabilities of
the “Internet of Things” public service platform. ICT products for “Internet of Things”, such as Household Security Service,
Fleet Management Service and QR Code have become mature with comparative advantages.
Quality and Service
“Quality is the lifeline of a telecommunications company” is the Group’s entrenched mantra. In 2012, the Group continued to
enhance the quality of its basic networks, data business and business support. GSM voice quality maintained its leading
position whilst 3G network coverage and quality achieved steady improvements. The Group drove development of a WLAN
automatic authentication system, through which the rate of successful authentication significantly improved. Further, the
Group strengthened the assessment of customer experience and service quality, and enhanced pre-launch quality control
and routine monitoring of services. Business support capabilities steadily improved, of which billing and data business
ordering continued to excel.
The Group holds reverence in the mantra of “Customers are our priority, quality service is our principle”. In 2012, it stepped
up efforts in customer service improvement – continued to promote protection of consumer interests, enhanced security
management of customer information and strengthened service quality management. The Group took customer complaints
seriously and secured the lowest rate of escalated complaints per million customers in the industry. Customer satisfaction
achieved stable improvement and maintained a leading position in the industry. The Group actively transformed its marketing
system. The self-owned channels initially sold SIM cards and provided customer service. Building on this foundation, sales
capabilities of terminals continued to improve and sales of terminals through self-owned channels increased more than 50%
compared to the prior year. The unified portal 10086.cn enhanced the sales function of terminals and SIM cards, and the
percentage of business conducted through electronic channels increased to 78%.