BCGforChinaMobile

CHINAMOBILE(HK)LIMITEDHumanResourceStrategyShanghaiFebruary15,200XTHEBOSTONCONSULTINGGROUP-1-http://www.5ixue.com(海量营销管理培训资料下载)CONTENTHypothesesonChinamobilephonemarketBCG’sapproachtoHRstrategyProjectapproachandstructureBCGqualificationandexperienceAppendix•SelectedCVs-2-http://www.5ixue.com(海量营销管理培训资料下载)THEEVOLUTIONOFTHEMOBILEMARKETWILLCREATEMAJORSTRAINSONHUMANRESOURCESHistorically,thegrowthchallengehasbeensimple•Servepent-updemandwithonebasicproduct•“Buildthenetwork,activatesubscribers,collectthepayments”Increasingcompetitionandnewtechnologiesmeandramaticchallenges•Tremendousemphasisonmarketingandsales-Intensewarfarerequiringstrategyandtactics•Increasingimportanceofcustomerrelationshipmanagementandservice•Theneedtodeveloppartnershipsandcreatenewbusinesses•Increasingpressureontechnicalabilities--broaderdefinitionoftechnology•Increasingpressureonoverallcostpositionandproductivity•Needforcommercially-drivenseniormanagement,workingasateamThesestrainscreateaneedforafundamentalrethinkofHRstrategy-3-http://www.5ixue.com(海量营销管理培训资料下载)WITHOUTBUSINESS-DRIVENINPUT,ANHRSTRATEGYDEVELOPMENTEXERCISEWILLFAILThestrategicchangesinthemobilemarketbringrevolutionarychange,notevolutionarychangeOnedominantfactoristhatthesechangeswillrequiretherapidcreationofentirenewjobfamilies,andrapidchangeintherequirementsofexistingjobfamiliesAsaresult,theoverallpeoplemixofthecompanywillbedramaticallydifferentinthefuturethanitistoday.Themixwillalsobequitedifferentthaneitherthe“typicalPRCcompany”orthe“typicaltelco.”Therequiredpaceofchangewillalsobequitedifferent.AnHRstrategythatfailstotakethisintoaccountwillalsofail.IftheHRstrategyfails,thenthecompanywillfail.•Wrongskillstofacethefuturecompetitivethreat•Wrongoverallcoststructure•Thebestemployeesleavingtojointhecompetitors•MajormissedopportunitiestoformnewbusinessesandpartnershipsAtraditionalHRconsultingfirmwillnothaveaclearviewonthestrategicchanges•Theirmodelswillbebasedupon“typicalPRCcompanies”and“typicalglobaltelcos.”Neitherwillbesufficient,andbothwillhavemajorflaws.-4-http://www.5ixue.com(海量营销管理培训资料下载)CONTENTHypothesesonChinamobilephonemarketBCG’sapproachtoHRstrategyProjectapproachandstructureBCGqualificationandexperienceAppendix•SelectedCVs-5-http://www.5ixue.com(海量营销管理培训资料下载)ThecellulartelephonemarketinAsia–inparticularinChina–willcontinuetoshowstronggrowthAsaresultofthisgrowth,thedynamicsofthemarketwillbeincreasinglystrongandwillaffecttheHumanResourcestrategyofChinaMobileBCGhasdevelopedanintegratedHRStrategyFrameworkthatwilllinkexternalmarketfactorstotheinternalrequirementsoftheorganizationWehavesubsequentlyoutlinedbothourHRStrategyFrameworkaswellassomeinitialanalysesonthemostrelevantexternalfactors–specificallytheseare:•WTO•Competition•Technology•BusinessMigration•CustomerServiceCHINAMOBILE’SHUMANRESOURCESTRATEGYWILLBEAFFECTEDBYAPOWERFULSETOFMARKETFACTORSSummaryofsubsequentProposalSection-6-http://www.5ixue.com(海量营销管理培训资料下载)Summary-7-http://www.5ixue.com(海量营销管理培训资料下载)STRONGGROWTHINCELLULARTELEPHONYINASIA...Asia-PacificCellularSubscribers,1990-20000204060801001201409091929394959697989900CellularSubscribers(M)AnnualGrowth~75%AnnualGrowth~40%Note:TheAsia-PacificregionincludesthecountriesofNortheastAsia,SoutheastAsia,SouthAsia,theislandsoftheWesternPacific,AustraliaandNewZealand.Assumesdecreaseinrevenuepersubscriberof5%perannumbetween1996and2000.Source:InternationalTelecommunicationsUnion,MerrillLynchRevenue(US$B)347111727516889118156Asiaclaims36%oftheworld’scellularsubscribersby2000-8-http://www.5ixue.com(海量营销管理培训资料下载)...ANDINPARTICULARINTHEGREATERCHINAREGIONChinaCellularSubscribers,1991-20000102030405060708091929394959697989900CellularSubscribers(Mn)AnnualGrowth~170%AnnualGrowth~86%Source:CCID0.050.1770.6381.573.636.8513.2324.9843.875CellularSubscribers(Mn)-9-http://www.5ixue.com(海量营销管理培训资料下载)GREATERCHINAWILLREPRESENTANINCREASINGLYLARGEANDYNAMICMARKETINASIANote:Sub-regionalgroupingsincludeSouthAsia(India,Pakistan,Bangladesh,SriLanka),GreaterChina(China,Taiwan,HongKong,Macau)andSoutheastAsia(Brunei,Cambodia,Indonesia,Laos,Malaysia,Myanmar,Philippines,Singapore,Thailand,Vietnam)Source:InternationalTelecommunicationsUnion0%100%199019962000FJapanAustralia/NewZealandSoutheastAsiaGreaterChinaKoreaSouthAsia0.28.5370.51777GreaterChina(M)TotalANJTotalAsia-Pacific(M)1.233125DistributionOfAsia-PacificCellularSubscribers-10-http://www.5ixue.com(海量营销管理培训资料下载)NEWBUSINESSCHALLENGES,WITHMAJORHRIMPLICATIONSWILLFACEMOBILEPLAYERSINCHINAUpcomingbusinesschallenge•Emphasisonmarketingandsalesandintensewarfarerequiringstrategyandtactics•Increasingimportanceofcustomerrelationshipmanagementandservice•Theneedtodeveloppartnershipsandcreatenewbusinesses•Increasingpressureontechnicalabilities--broaderdefinitionoftechnology•Increasingpressureonoverallcostpositionandproductivity•Needforcommercially-drivenseniormanagement,workingasateamHumanresourceimplicationsThecreationofnewjobfamilieswitharangeofnewskillsandtalentsTheneedforaclearviewofhowmanynewemployeesareneededineachjobfamilyoverwhattimeframeAnunderstandingofwhati