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1、CHINAMOBILE HK LIMITEDHumanResourceStrategyShanghaiFebruary15 200X THEBOSTONCONSULTINGGROUP CONTENT HypothesesonChinamobilephonemarketBCG sapproachtoHRstrategyProjectapproachandstructureBCGqualificationandexperienceAppendixSelectedCVs THEEVOLUTIONOFTHEMOBILEMARKETWILLCREATEMAJORSTRAINSONHUMANRESOURC
2、ES Historically thegrowthchallengehasbeensimpleServepent updemandwithonebasicproduct Buildthenetwork activatesubscribers collectthepayments IncreasingcompetitionandnewtechnologiesmeandramaticchallengesTremendousemphasisonmarketingandsalesIntensewarfarerequiringstrategyandtacticsIncreasingimportanceo
3、fcustomerrelationshipmanagementandserviceTheneedtodeveloppartnershipsandcreatenewbusinessesIncreasingpressureontechnicalabilities broaderdefinitionoftechnologyIncreasingpressureonoverallcostpositionandproductivityNeedforcommercially drivenseniormanagement workingasateamThesestrainscreateaneedforafun
4、damentalrethinkofHRstrategy WITHOUTBUSINESS DRIVENINPUT ANHRSTRATEGYDEVELOPMENTEXERCISEWILLFAIL Thestrategicchangesinthemobilemarketbringrevolutionarychange notevolutionarychangeOnedominantfactoristhatthesechangeswillrequiretherapidcreationofentirenewjobfamilies andrapidchangeintherequirementsofexis
5、tingjobfamiliesAsaresult theoverallpeoplemixofthecompanywillbedramaticallydifferentinthefuturethanitistoday Themixwillalsobequitedifferentthaneitherthe typicalPRCcompany orthe typicaltelco Therequiredpaceofchangewillalsobequitedifferent AnHRstrategythatfailstotakethisintoaccountwillalsofail IftheHRs
6、trategyfails thenthecompanywillfail WrongskillstofacethefuturecompetitivethreatWrongoverallcoststructureThebestemployeesleavingtojointhecompetitorsMajormissedopportunitiestoformnewbusinessesandpartnershipsAtraditionalHRconsultingfirmwillnothaveaclearviewonthestrategicchangesTheirmodelswillbebasedupo
7、n typicalPRCcompanies and typicalglobaltelcos Neitherwillbesufficient andbothwillhavemajorflaws CONTENT HypothesesonChinamobilephonemarketBCG sapproachtoHRstrategyProjectapproachandstructureBCGqualificationandexperienceAppendixSelectedCVs ThecellulartelephonemarketinAsia inparticularinChina willcont
8、inuetoshowstronggrowthAsaresultofthisgrowth thedynamicsofthemarketwillbeincreasinglystrongandwillaffecttheHumanResourcestrategyofChinaMobileBCGhasdevelopedanintegratedHRStrategyFrameworkthatwilllinkexternalmarketfactorstotheinternalrequirementsoftheorganizationWehavesubsequentlyoutlinedbothourHRStra
9、tegyFrameworkaswellassomeinitialanalysesonthemostrelevantexternalfactors specificallytheseare WTOCompetitionTechnologyBusinessMigrationCustomerService CHINAMOBILE SHUMANRESOURCESTRATEGYWILLBEAFFECTEDBYAPOWERFULSETOFMARKETFACTORSSummaryofsubsequentProposalSection Summary STRONGGROWTHINCELLULARTELEPHO
10、NYINASIA Asia PacificCellularSubscribers 1990 2000 CellularSubscribers M AnnualGrowth 75 AnnualGrowth 40 Note TheAsia PacificregionincludesthecountriesofNortheastAsia SoutheastAsia SouthAsia theislandsoftheWesternPacific AustraliaandNewZealand Assumesdecreaseinrevenuepersubscriberof5 perannumbetween
11、1996and2000 Source InternationalTelecommunicationsUnion MerrillLynch Revenue US B 3 4 7 11 17 27 51 68 89 118 156 Asiaclaims36 oftheworld scellularsubscribersby2000 ANDINPARTICULARINTHEGREATERCHINAREGIONChinaCellularSubscribers 1991 2000 CellularSubscribers Mn AnnualGrowth 170 AnnualGrowth 86 Source
12、 CCID 0 05 0 177 0 638 1 57 3 63 6 85 13 23 24 98 43 8 75 CellularSubscribers Mn GREATERCHINAWILLREPRESENTANINCREASINGLYLARGEANDYNAMICMARKETINASIA Note Sub regionalgroupingsincludeSouthAsia India Pakistan Bangladesh SriLanka GreaterChina China Taiwan HongKong Macau andSoutheastAsia Brunei Cambodia I
13、ndonesia Laos Malaysia Myanmar Philippines Singapore Thailand Vietnam Source InternationalTelecommunicationsUnion Japan Australia NewZealand SoutheastAsia GreaterChina Korea SouthAsia 0 2 8 5 37 0 5 17 77 GreaterChina M TotalANJ TotalAsia Pacific M 1 2 33 125 DistributionOfAsia PacificCellularSubscr
14、ibers NEWBUSINESSCHALLENGES WITHMAJORHRIMPLICATIONSWILLFACEMOBILEPLAYERSINCHINA Upcomingbusinesschallenge EmphasisonmarketingandsalesandintensewarfarerequiringstrategyandtacticsIncreasingimportanceofcustomerrelationshipmanagementandserviceTheneedtodeveloppartnershipsandcreatenewbusinessesIncreasingp
15、ressureontechnicalabilities broaderdefinitionoftechnologyIncreasingpressureonoverallcostpositionandproductivityNeedforcommercially drivenseniormanagement workingasateam Humanresourceimplications ThecreationofnewjobfamilieswitharangeofnewskillsandtalentsTheneedforaclearviewofhowmanynewemployeesarenee
16、dedineachjobfamilyoverwhattimeframeAnunderstandingofwhatitwilltaketoattract train integrateandretaintheseemployeesAnviewoftheneworganizationalstructuresandprocessesthatareneededAviewontheimplicationsfortheexistingworkforce intermsofproductivity changingjobdefinition andretrenchmentAviewofthenewstrategicroleofHR andtherequiredHRcapabilities FIVESPECIFICMARKETFORCESWILLCHALLENGETHEHRSTRATEGYGOINGFORWARD Performancemanagement Requirementdefinition Sourcing placement Employeedevelopment Leadership c
