This paper introduces the concepts of customer value and customer lifetime value, analyzes the reasons of customer loss faced by the telecommunication operators, and puts forward some methods for increasing the ARPU of the telecommunication operators.

In the face of the intensive competition in the telecom industry, the decrease of ARPU is inevitable. The telecom operators therefore increasingly focus on the cost per user in addition to considering the new business growth.

随着电信行业的竞争加剧，ARPU下滑的趋势不可避免，通信运营企业除了考虑新业务增长点外，越来越关注每用户的成本。

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The profit from value-added service are making up an ever bigger percentage of the total profit of wireless-telecom services, becoming the major factor of increasing the operator's ARPU and service income.

增值业务收入占移动通信业务收入的比例也在不断增大，已经成为拉动运营商ARPU值和业务收入的主导因素。

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The sale of telephone traffic is made It is more rapid that MOU shows the tendency of fast rising, since comprehensive capital cost decreases speed, ARPU value is still slow to drop;

话务量营销使得MOU呈快速上升的趋势，由于综合资费下降速度更快，ARPU值仍缓慢下降；

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Under the situation of increasing competition and ARPU decrease, Mobile Communication Companies have to turn from unitary business to multiple businesses operation and try to look for new business to increase competitiveness and revenue.

在日益激烈的市场竞争和用户收入（ARPU）下降的紧迫形势下，各移动通信公司不得不从单一业务经营转向多业务经营，努力寻找能提高竞争力和收入的新业务。

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But in the communications market into the "saturation" phase, began to appear "non-value-added increment" phenomenon, communications operators "ARPU" are declining.

但在通信市场进入饱和阶段后，开始出现增量不增值现象，通信运营商的“ARPU”普遍下滑。

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China Mobile Chongqing branch is the leader of the Chongqing communication market, tightly approaching by competitors, user growth is slowing down, and ARPU is constantly reducing, too.

重庆移动公司是重庆通信市场的领头羊，在竞争对手的步步紧逼下，客户增长速度开始放缓，每客户每月消费（ARPU）也在不断下降。

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In order to increase market share, enhance ARPU ( Average Revenue Per User) values, a variety of applications based on TD-SCDMA network have become the focus of the telecommunication service providers.

为了提高市场占有率、提升ARPU（Average Revenue Per User）值，基于TD-SCDMA网络的各种应用也成为运营商关注的焦点。

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With the aim of increase the market share and ARPU value, I use the 4Ps method to analysis the market strategy of China Unicom for CDMA from 2 tiers.

针对中国联通提高移动市场份额和ARPU值这两个最主要的市场目标，我认为在CDMA层面上，中国联通市场发展的首要目标是尽快提高其市场份额；

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In recent years, the business competition between the telecom operators is becoming increasingly fierce. The ARPU value decreased year by year, and profit space is narrowing.

近年来，各通信运营商之间的业务竞争日益激烈，话音ARPU值逐年下降、利润空间日益缩小。

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After the implementing of GPRS network construction, the network performance shows that the problem of low ARPU has been resolved effectively with the wireless added-value business income increased.

建设后的GPRS网络性能结果表明，开通移动数据业务，有效解决用户ARPU值过低的问题，提高江西省联通无线增值业务收入。

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In order to improve the ARPU ( Average Revenue Per User), each provider of mobile communication offeres more service of increment revenue to induce consumers.

为了提高ARPU值（Average Revenue Per User，即对每个用户的平均收益），各移动运营商纷纷致力于提供更多的增值服务，以此来诱导用户消费。

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In this case, user data ARPU is becoming increasingly important and value-added business has become one of the decisive factors which are pivotal to the success of operators.

在这种情况下，用户数据ARPU值的增长变得越来越重要，增值业务的成败成为运营商能否成功的决定性因素之一。

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This article deeply analyzes the external and internal environment of the enterprise by marketing theory, and indicates ARPU keeping decreasing and some problems about enterprise management.

本文以市场营销理论对江西移动外部和内部环境进行深入分析后，指出ARPU值持续降低以及企业管理方面的存在的一些问题。

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The key to promote ARPU is service. However, the development of intelligent services is held back by multi-service triggering in mobile intelligent network.

提高ARPU值的关键在于业务，而目前移动智能网中存在的多业务触发问题阻碍了智能业务的进一步发展。

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Average revenue per user in mobile games is only one-tenth of the Arpu for console games, according to Interpret.

根据市场研究公司Interpret的数据，每个手机游戏用户产生的平均收入，仅为游戏机用户的十分之一。

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The gap between trade amount and service income of the domestic telecommunication business becomes more and more big, the ARPU unceasingly reduced.

国内电信运营企业近年来的电信业务量与业务收入增幅之间的差距越拉越大，ARPU值不断降低。

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ARPU Intension and Analysis

ARPU值内涵及分析

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This method sufficiently considers the effects of ARPU, MOU and price, resulting in more accurate and reasonable forecasting.

该方法充分考虑了指标的控制因素，将ARPU、MOU及资费纳入用户预测的整体考虑，从而达到对移动用户的预测更加合理准确。

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Telecom operators are pushed to seek new revenue resources due to the increasingly declining of ARPU for the core voice services.

核心语音业务每用户平均收益（ARPU）的不断下降促进运营商纷纷开始寻求新的收入增长来源。

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Communication service providers are facing stiff competition to increase average revenue per user ( ARPU) and to reduce churn.

通信服务提供商面临着增加每位用户平均收益（ARPU）以及降低用户流失的严峻挑战。

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