5G technology era

The brand new 5G technology and service have been announced by our largest competitor. According to their plan, they suggest the 5G service will double the upload and download speed. Our broad members have had a meeting to discuss the issue without reaching to unanimous.

As the vice president of operations, I have been studied the 5G technology and conceived of plan to handle the situation. Since this will is a vital event, I suggest that a serial of surveys must been carried out to determine whether we wait or carry out our own 5G service.

In the first place, we should conduct a customer survey. Customers are the most important factor when we decide to develop a new technology because customers’ needs are the first principle of products. Although our marketing department has conducted an initial research which suggests that customers are most likely to consume this brand new service. A comprehensive and large-scale research can be designed to understand the real needs of customers. We can use questionnaire to mine the customers’ demand. The questionnaire can be divided into two parts, one for the needs of the new Internet service and another for the precise intention of their passion for 5G service. The items aim at asking their needs for 5G service will includes speed, acceptable price and intention to purchase device that may be more expensive comparing with the current electronic devices. The other items are to clarify the needs beneath the surface of needs for speed (suggested by the initial research), whether they really needs a brand new technology or just want to try something new. We can also carry out an interview to in which aspect does the 5G service intrigues the customers. The task for IT department is to analyze the billing and other historical data. The principle of machine learning tells us that there may be a pattern exists in the past data. Look back at the research data when the current service came to publicity, we can easily find out some rules between one customer’s survey result and his/her willingness to purchase new service.

The technology to support such a huge project can be extremely costly. According to the information, new phones and wireless modems to support 5G service cannot be easily purchased. Most of the manufacturers do not announce the intention to develop devices, therefore, I am concerned about the sufficient suppliers to provide the necessary devices. If we successfully develop the 5G service, it is essential to embed our protocol or other program into the devices. Because few of the manufacturers are willing to produce the brand new devices, we will probably confront with the pressure from the suppliers. They are most likely to force up the price. Consequently, we should make a list of all the manufacturers who are willing to produce this type of devices. Our team will contact them and try to bargain with them for price lower than our competitor does.

Finally, the most significant part is to calculate the cost of both our competitor and we will pay. Our competitor is the main object to compare with. Therefore, a research should be conducted by our elite marketing team. We will predict the money we will spend and compare with our competitor. To complete this stage, we will have to evaluate the ads they use and how they will effect the turnover. In addition, we can look deep into their supplier and historical turnover. Comparing this two companies, we can easily reach the decision whether we will take advantage in cost.

We estimate the expense and the benefits which may come from this new technology. Firstly, the survey provides a suggestive blue print to direct the competition. It is like a map in hand and everything will be much clear. Secondly, the process of the project sets a good example on product management. This is extremely important when we plan to develop a new product. In addition, resources we use will be reuse when we confront with the similar question again.

My plan is to make sure that we spend the budget on the right project. As can be referred from this comprehensive survey, it will cost a great deal of time and dedicate human resources to conduct the program. Although we will conduct this project within three months, the time cost still is the vital problem to us. Besides, if we develop this new technology, some invisible gains cannot be valued by conducting qualitative and quantitative research. For example, the breakthrough will establish or reinforce the brand effects. Moreover, the most important thing of marketing is timing. The company that strikes first gains the advantage. If we waste three months in researching, we will lose the lead position in this new technology field.