NNG CAO NNG LC CNH TRANH CA VMSMOBIFONE TRN TH TRNG THNG TIN DI NG

ENHANCING COMPETITIVE ABILITY OF VMS-MOBIFONE IN MOBILE PHONE MARKET

L TH GII i hc Nng NGUYN MINH DUN Trung tm Thng tin Di ng khu vc III

TM TT Bi vit cp n chin lc pht trin ca VMS- Mobifone thng qua vic nng cao nng lc cnh tranh trn th trng thng tin di ng Vit nam. Trn c s phn tch nng lc hin c ca Cng ty v c s h tng mng li v vn cung cp dch v, tc gi xut gii php ci thin cht lng, dung lng mng li v pht trin dch v gia tng gi tr nhm m bo cho s pht trin bn vng ca VMS- Mobifone. ABSTRACT This article deals with the development strategy of VMS Mobifone by means of enhancing competitive ability on Vietnam mobile communication market. On the basis of an analysis of existing VMS- Mobifone ability in terms of network infrastructure and service provision, the author proposes a solution to improve the network quality, capacity and the value added services increase to ensure the stable development of VMS Mobifone.

1. t vn Trong bi cnh th trng thng tin di ng cc nc trn th gii cnh tranh mnh m v cc chin lc cnh tranh cng a dng nh cc chin lc v gi cc, qung co, khuyn mi, gim gi, chm sc khch hng, nng cao cht lng dch v c bn cng nh dch v gi tr gia tng Nhn chung cc m hnh u nhm mc ch m bo s tho mn khch hng, to s trung thnh v pht trin khch hng mi. Trn th trng thng tin di ng trong nc, cnh tranh gia cc nh cung cp cng khng km phn mnh m do s ra i ca cc mng trong nhng nm gn y, c bit l s hin din ca cc nh u t nc ngoi vi cng ngh hin i, kinh nghim qun l, tim lc ti chnh v nh hng khng nh ca cc dch v thay th. Tuy nhin, trn th trng vic cnh tranh gia cc mng hin nay ch yu da vo chin lc gim gi cc v khuyn mi lin tc, thu ht mt lng khch hng mi ng k to nn ln sng cc thu bao chuyn i gia cc nh cung cp dch v. Trong mi trng cnh tranh nh vy, pht trin bn vng VMS- Mobifone cn nng cao nng lc cnh tranh trn th trng thng tin di ng Vit Nam bng vic ci thin cht lng, dung lng mng li v pht trin dch v gia tng gi tr. 2. Cc yu t cnh tranh trong lnh vc dch v vin thng ni chung v thng tin di ng ni ring Ngy nay vi xu th hi nhp v ton cu ho, s pht trin mnh m ca kinh t th gii t ra vn v nng lc cnh tranh cho cc doanh nghip ni chung v trong lnh vc dch v vin thng, thng tin di ng ni ring. V c bn, vn cnh tranh trong ngnh dch v vin thng cng nh cc lnh vc khc, tuy nhin do c th mang tnh v hnh hay phi vt cht, tnh khng lu gi c... nn hot ng cnh tranh cng c nhng im ring bit.

- Trc tin, l vic cao cc yu t v cht lng dch v v cc cng c h tr bn hng hn c cc yu t v chi ph u vo, thit k mu m. Bn cnh , vic nh gi cc dch v cnh tranh, nht l dch v in thoi di ng cng rt kh khn. - Khi xem xt v nng lc cnh tranh trong lnh vc dch v vin thng cn nhn mnh n cc yu t do doanh nghip quyt nh l ch yu. Cnh tranh trong lnh vc vin thng mang nhng c im ht sc ring bit, c tnh nhy cm cao. Mi cng c, bin php nng cao nng lc cnh tranh thng c nh hng nhanh v mnh ti tm l ngi tiu dng. Ngoi ra, cng ngh vin thng lun mang c tnh hin i v thu ht s quan tm pht trin ca c th gii. Khc vi cc ngnh khc, cht lng dch v vin thng c th hin rt r, d cm nhn, d gy tm l khng tt khi khng p ng i hi ca ngi tiu dng. T nhng vn nu trn c th thy rng, khi xem xt nng lc cnh tranh ca mt doanh nghip hot ng trong lnh vc dch v vin thng cn ch n cc im mu cht sau: - Cht lng, dung lng mng li vin thng, kh nng lm cho dch v c tnh ring bit ... - Vn nghin cu, pht trin, trin khai cc dch v gi tr gia tng trn mng vin thng; 3. Ci thin cht lng, dung lng mng li Trong nhng nm qua, mng li ca VMS - MobiFone pht trin kh nhanh chng, ph sng 64/64 tnh, thnh ph trn c nc. Ring nm 2006, cng ty pht trin thm 750 trm BTS, a vo khai thc thm 4 tng i MSC, nng dung lng ton mng ln 16 MSC, 55 BSC v 2.100 trm BTS, c kh nng phc v cho 10.000.000 s thu bao. ng thi, cng ty tin hnh lp t th nghim h thng 3G cng ngh ca Alcatel v Ericsson. Ngoi ra, thng qua dch v chuyn vng quc t, vng ph sng ca mng VMS-MobiFone c m rng ra 100 quc gia v vng lnh th vi trn 150 mng trn ton th gii. Tuy nhin, do tc pht trin nhanh chng v cng ngh nn cng chnh l vn kh khn trong vic u t ng b kp thi, h thng phn mm khng thng nht. Cc dch v cao cp i lc cha p ng kp nhu cu ca khch hng. y chnh l im m VMS cn khc phc trong thi gian ti nng cao nng lc cnh tranh ca doanh nghip. Mc d VMS tch cc u t nhng vn cn cha p ng kp thi yu cu ca khch hng. Mt cuc gi tp trung vo mt s thnh ph ln nh H Ni, thnh ph H Ch Minh, Nng, Nha Trang, Hi Phng... Trong khi ti cc tnh xa, s cuc gi thng rt nh so vi mc c th th ti nhng thnh ph ny, cc tng i thng phi lm vic ht cng sut. Do vy nhng s c, ri ro rt c th xy ra gy nh hng khng tt ti tm l khch hng v uy tn cng ty. Do ngoi vic pht trin mng, vn ti u ho mng li c Cng ty t ln hng u. Hin ti, tiu chun GSM c pht trin t ti mc khng cn s khc bit gia hai cng ngh GSM900 v GSM1800. Ngi s dng vi loi my u cui hai bng tn (dual band handset) c th truy nhp hai dy tn s 900 v 1800 trn mng v khng cn bit h ang s dng di tn no min l dch v v cht lng dch v khng thay i. Tuy nhin do c tnh suy hao khc nhau, nn di tn s 900 s c s dng trn din rng hn so vi di tn 1800, cc khu vc m tn s 900 gp phi gii hn v mt dung lng, cc v tuyn tn s 1800 s c trin khai nhm b sung dung lng cho mng. c bit l cc microcell tn s 1800 s pht huy tc dng.

i vi nh khai thc, nu kt hp s dng hai di tn trn cng mt mng, s pht huy hiu qu ti a v mt dung lng cng nh cht lng dch v. Nh ta bit u t pht trin trn cc trm BTS mi chim t trng khng nh trong vn u t pht trin mng li, nn vic ng dng di tn mi 1800 s gip nh khai thc gim c chi ph u t lp t cc trm thu pht mi tn s 900 m vn tng c dung lng mng. Mt vn na cn c quan tm l VMS cn tip tc trin khai cng ngh MRP (Mu s dng li tn s mt cao) nhm nng cao hiu qu s dng bng tn c cp php. y l cng ngh mi s dng trong mng thng tin di ng GSM. khu vc trung tm thnh ph, cc nh khai thc thng tin di ng gp phi cc vn nh khong cch gia cc trm nh, s lng tn s s dng l hu hn. iu ny gy nh hng n cht lng mng v tuyn. V c bn cng ngh MRP, c ngha l n cho php s dng li tn s nhiu ln hn trong mt khu vc m khng s b can nhiu. Bn cnh , VMS cn hon thin v ti u h thng truyn dn vi nh hng xy dng mch vng truyn dn trung k. tng cng an ton v tin cy ca mng li, sau mi pha pht trin cng ty thng tin di ng s trin khai cu trc truyn thng dn mch vng cho tt c cc trm mi ti cc thnh ph ln nh H Ni, thnh ph H Ch Minh, Nng, Cn Th. Mch vng ny s kt ni cc vi ba trong ni thnh, ni cc BTS to thnh mch vng c kh nng t nh tuyn li trong trng hp cc tuyn truyn dn vi ba c s c lm gin on lin lc. Nh vy s tng tin cy ca mng li ti khu vc c nhiu thu bao v cu hnh phc tp. 4. Pht trin dch v gia tng gi tr i vi dch v c bn nh thoi, thi gian chun b cho vic cnh tranh di hn so vi dch v gia tng gi tr. Do vy c th nhn thy l cc nh hoch nh chnh sch ca nc ta coi trng cc dch v c bn trong lnh vc thoi hn l phi thoi. iu ny hin ti l ng v hp l vi mt ngnh dch v vin thng m nhu cu tiu dng v tiu th cc sn phm tp trung ch yu, chim phn ln doanh thu trn c s thoi. Tuy nhin, trong tng lai iu ny s thay i khi kinh t v cng ngh ca Vit Nam pht trin. Hin ti, cc cng ty kinh doanh vin thng trn th gii ang ngy cng tp trung vo vic u t cho cc dch v phi thoi v s tng trng theo nhu cu ca khch hng l rt ln, doanh thu v li nhun s ngy cng gia tng. Ngy nay cc nh cung cp thuc lnh vc vin thng thy r: Khch hng mua cc gii php ch khng phi dch v. Khi khch hng c nhu cu cao hn, khi cc nh cung cp s khng coi vic pht trin cc dch v truyn thng l dch v ca tng lai m vi s hi t gia vin thng, tin hc, h mun to ra cc dch v c trng ch c ring doanh nghip mnh da trn cc gii php phn mm. tin hnh trin khai thnh cng cc vic pht trin dch v gia tng gi tr i hi cc nh cung cp phi c tm nhn v u t mt s vn nht nh. H thng thng tin v h thng ti chnh cn phi c hp nht vi mc kh dng cao thng qua vic m bo an ton cho cc ng dng trn mng. Mt khc, i vi cc nh cung cp vin thng ln, vic to ra dch v gia tng gi tr hoc dch v cao cp lm cho hnh nh ca cng ty t ch l mt tin ch khng c bit chuyn thnh mt thng hiu mnh v tp trung vo khch hng. Do , i vi VMS c th tp trung vo s pht trin cc dch v mi nh sau: - Pht trin v a dng ha cc dch v GTGT trn nn tin nhn ngn. - Nghin cu pht trin nhiu ng dng m cng ngh GPRS tc cao c th h tr c nh truyn s liu, truy cp mng, truy nhp trc tip Internet qua GPRS, dch v nhn tin

a phng tin MMS vi bn tin tch hp text, m thanh, hnh nh, chatting, e-mail, cc dch v gii tr, truy vn thng tin, nh v thu bao... - Pht trin mnh dch v truy cp Internet di ng (vi s ph bin, hin i v m rng bng thng, trin khai cc cng ngh WAP, Bluetooth...) cho cc thu bao di ng. - M rng m hnh tip th qua di ng ti Vit Nam phc v cc doanh nghip c nhu cu qung b v gii thiu sn phm dch v ca khch hng. - M hnh chuyn i chin lc
im chuyn chin lc

- Pht trin vng ph sng - Tp trung dch v thoi - Pht trin cc dch v tin ch c bn

- Nng cao cht lng, dung lng mng li - Pht trin dch v gi tr gia tng

- Pht trin thng mi in t: Tra cu, chuyn khon, thanh ton qua SMS, GPRS; gia tng hp tc vi cc ngn hng bn th co, m rng thanh ton cc ph in thoi qua h thng ATM. ng dng thng mi di ng M - Commerce: Thu bao di ng c th thanh ton chi tr mi loi hng ha mua mt cch trc tip hoc qua mng. - Cn ch n vic pht trin mng in thoi di ng theo nh hng mng rng khp. VMS cn a vo s dng cc ng dng bng rng: Dch v o to trc tuyn, dch v bng thng bo in t gia gia nh v nh trng; dch v qung co, dch v khch hng; dch v chm sc sc khe, mua sm v du lch, dch v a phng tin; Mobile Video Conferencing (hi ngh truyn hnh), Videophone (in thoi thy hnh), video mail (th thy hnh), Video on demand (video theo yu cu), Mobile TV/Video Player...; Dch v Text data (d liu vn bn); Dch v Audio data (d liu m thanh): Karaoke, mobile audio Player, Mobile radio...; Dch v hnh nh qua Web... - a dng ha cc dch v ni dung di ng nhm em li ngun thu ln nh pht trin cc dch v cho php ngi s dng nhanh chng nhn c thng tin cn thit nh v tr ca cc siu th ln cn, rp chiu phim, bu cc v trm ATM, ngn hng, gip khch hng ng k taxi v tm kim dch v giao thng cng cng hin c gn . Cc dch v ny rt hu ch cho tt c cc thu bao di ng v c tc dng khuyn khch tng trng nn kinh t thng qua vic h tr cho cc ngnh ngh khc pht trin nh ngnh du lch, ngnh y t, ngnh dch v... - Nghin cu trin khai cc dch v IMS: + Cc ng dng tng tc: Game tng tc interactive gaming (chi game gia cc my in thoi di ng), file d liu chia s (chia s file gia cc my in thoi nh cc file hnh nh, vn bn...). + Cc dch v nhn tin khn cp, gi v nhn tin nhn ngay lp tc. Dch v ny cng c th nhn c i vi cc thit b u cui khng c h thng IMS thng qua tin nhn MMS.

+ Push to Talk: Dch v thng tin thoi mt ngi n mt ngi v mt ngi n nhiu ngi. ng dng ny s em li c hi mi cho thng tin thoi thi gian thc. + Nhn tin thoi: Nhn tin khn cp vi ni dung bn tin dng file m thanh. - H tr cc dch v thoi c bn cho tt c cc thu bao: Chuyn vng trong nc v quc t, chuyn cuc gi cho thu bao tr trc 5. Kt lun Nhn xa hn na trong tin trnh hi nhp kinh t quc t nc ta, trong tng lai gn nhiu cng ty nc ngoi s tham gia th trng vin thng trong nc. c th cnh tranh thnh cng khi m ca th trng vi nc ngoi, cc doanh nghip vin thng trong nc cn tranh th c hi thu ht khch hng, chim lnh th trng. Mun lm c iu th vic khng ngng nng cao cht lng mng li v pht trin dch v gi tr gia tng l mt v kh hu hiu trong tay cc doanh nghip. Quan im, nh hng chin lc trn gip VMS c c s chun b tt trc cc cuc tn cng ca i th, khng ch nguy c mt th phn v gi v tr dn u th trng. TI LIU THAM KHO [1] Nguyn Xun Vinh, Chin lc thnh cng trong th trng Vin thng cnh tranh, Nh xut bn Bu in, H Ni, 2004. [2] Tp ch Bu chnh Vin thng v Cng ngh thng tin, B Bu chnh Vin thng, thng 8/2005, 10/2005, 02/2006, 4/2006, 5/2006. [3] Tng Cng ty Bu chnh vin thng Vit Nam, nh hng pht trin Bu chnh vin thng Vit Nam n nm 2015, H Ni, 2005. [4] Garry D.Smith, Danny R.Arnol, Bobby G.Bizzell, Chin lc v sch lc kinh doanh, Nh Xut bn Thng k,1997. [5] John Roberts, Pamela Morrison and Charlie Nelson, Implementing a Pre-Launch Diffusion Model: Measurement and Management Challenges of the Telstra Switching Study, Marketing Science, 2004. [6] Porter, M.E., Competitive Strategy Techniques for Analyzing Industries and Competitors, The Free Express, 1998. [7] Raymond Alain, Thietart, Chin lc doanh nghip, Nh Xut bn Thanh nin, 1999. [8] www.mobifone.com.vn, thng 4, 5 nm 2006. [9] www.vietnamnet.com.vn, thng 5 nm 2006.

[10] www.vnn.vn/cntt/vienthong/2004/08/227430, 2004.