Precisely Understanding Needs, Coupled with Heartfelt Service: China Mobile Guangxi Boost Digital Lifestyle and Career Development for Generation Z

For Generation Z in Guangxi, China, telecom operators are no longer merely providers of communication services. Thanks to the innovative cooperation between China Mobile and Huawei, they are now also closely linked to campus life experiences, diversified employment opportunities, and increased entrepreneurial possibilities.

Guangxi, known for its iconic karst hills, is one of China's least developed regions. The population of over 5 million young people aged 15~24 in this region, including 1.8 million college students, are up against serious hurdles, including rising unemployment and intense academic pressure. Worse still, many lacks the financial means to access reliable internet and phone services, compounding their challenges.

In response, China Mobile Guangxi has deeply understood the needs of young people and launched inclusive packages tailored for them, aimed at helping students and young people stay connected without the burden of high mobile usage costs.

These packages, priced significantly lower than standard plans — starting at just $5.40 for college students — each package offers ample data along with targeted benefits like cloud storage.

“We realized we could make a difference by providing these young people not just with affordable packages, but with bundles specifically designed to overcome local challenges in education and employment,” said one spokesperson from China Mobile Guangxi. "Our goal is to ensure that young people in the region have the mobile network resources they need to succeed."

By October 2024, these bundles have served 540,000 young people. This includes over 360,000 college students using specialized packages tailored for campus life, as well as 180,000 graduates and young people who have entered the workforce early, opting for entrepreneurial and diversified employment plans.

For young people under 30, the M-Zone 'FunPlay' Package, starting at just $5.40 per month, is matched with them. It allows users to select 3 contacts for unlimited free calls nationwide, facilitating communication with family and business partners, and provides 30 GB of video and gaming-specific data, supporting young people's entry into the e-sports industry for diversified employment or entertainment opportunities.

For the 18 to 26 age bracket of college students, an even more affordable Campus FunPlay Package is available, starting at $5.40 per month. It offers 500 minutes of voice calls for family and friend interactions, plus an additional 20 GB of general data and 170 GB of campus-specific data on top of the regular FunPlay Package, making it ideal for participating in online courses, downloading study materials, and backing them up.

For young adults who have entered the workforce early, China Mobile Guangxi offers an “Entrepreneurship” Package that provides a business email for formal B2B interactions, 1000 minutes of calls for business negotiations, 60 GB of mobile data with guaranteed speed, and fixed 1 Gbps broadband access for offices, all for just $27 per month.

These bundles enhance opportunities for young people in Guangxi. The entrepreneurship package offers ample data for livestreaming, an essential tool for e-commerce that demands significant bandwidth and can be costly for newcomers. Meanwhile, it opens up digital career opportunities for young people who previously had limited access to reliable internet.

“Limited access to reliable data is a major factor contributing to career prospect inequality in regions like Guangxi,” said Ding Chengyi, President of Huawei Network Performance and Converged Data Operations Domain. “This is especially true in China’s growing e-sports industry, where aspiring players need high-speed internet to compete and succeed. By providing affordable data plans, we can help level the playing field and create opportunities for new career opportunities.”

The rapid success of these bundles stems from their development process. China Mobile Guangxi didn't solely rely on traditional market research or cold data analysis. Instead, they directly interacted with students at campus-based service centers to gain insights into their needs and financial constraints. Concurrently, they conducted big data analysis on numerous customer service conversations, uncovering the genuine demands of many potential customer groups. Based on this first-hand information, they significantly enhanced the acceptance of their packages among young people.

China Mobile also uses digital footprint analysis, powered by Huawei SmartCare's spatio-temporal digital twin engine and AI capabilities to ensure customer satisfaction in three aspects:

Product: give right packages to right young people through right channel. For example, if a student frequently accesses educational Apps or plays online games, the system will match them with M-zone Campus FunPlay Package and recommend them through call center, business hall or digital channels. This approach not only enables precise insights into customer needs but also minimizes disruptions to users during the marketing process, thereby enhancing customer satisfaction.

(After subscription, China Mobile Guangxi continues to safeguard customer satisfaction.)

Network: identify issues related to network experience and drive network optimization. Additionally, through continuous learning of dissatisfied user characteristics using AI, proactively identify potential dissatisfied customers and take initiatives for optimization.

Touchpoint: an intelligent system was designed and developed to integrate data from multiple service-related systems. This system Identifies potentially dissatisfied customers and the possible reasons for their dissatisfaction, and implementing tailored strategies for customer issue response, resolution, and dissatisfaction perception repair across different scenarios.

"Huawei SmartCare system enables us to precisely identify young individuals who are in need of these affordable packages and deliver the information to them through the most appropriate channels, while continuously ensuring a seamless user experience.” Ding Chengyi explained. “This targeted approach has significantly improved efficiency of package promotion and customer satisfaction."

While the numbers tell part of the story — customer satisfaction increased from 82.02 points to 82.30 points last year — China Mobile Guangxi's initiative signifies something far more significant. By providing young people with affordable connectivity and career-building tools, the company positions itself not just as a telecom provider, but as an enabler of social mobility.

Most importantly, bundles like these illustrate how operators can enhance education and encourage entrepreneurship among young people through targeted, technology-driven offerings, directly contributing to the United Nations' Sustainable Development Goals.By prioritizing social responsibility over profit, China Mobile Guangxi and Huawei are setting a powerful example for the industry.