——An interview with ZHENG Jie, Party Secretary, President, CEO of Shanghai Mobile Communications Co., Ltd

By Zhang Ruyun

17 May 2005 is the 37th World Telecom Day. For the China Mobile Communications Corporation, this day is not only the festival for the telecom industry, but also has a very special meaning. On the morning of this very day, The Bureau of Shanghai World Expo Coordination and China Mobile Communications Corporation signed the“2005 Partnership Agreement for Expo 2010 Shanghai”. ZHENG Jie, Party Secretary, President and CEO of Shanghai Mobile Communications Co., Ltd signed the agreement. The reporter interviewed him and invited him to express his views on some related issues.

Reporter: As the first partner to sign for annual cooperation, China Mobile Communications Corporation is the first to obtain the business opportunity for the development of the Shanghai Expo brand. What do you think is the significance for corporate development?

ZHENG Jie: Generally speaking, the World Expo will bring China Mobile the following opportunities:

First of all, it will complement the 2008 Olympics Games and therefore improve the international image of China Mobile, demonstrating the economic strength of Chinese enterprises.

Secondly, it will strengthen market image for technical innovation, and overall reflect the strength of China Mobile as a comprehensive telecommunication operator.

Thirdly, it will grasp further opportunities, further enhancing competitive strengths in the comprehensive market.

Fourthly, it will cover more customers, and obtaining continuous operational returns.

Lastly, it will actively undertake social obligations and paying back what the society gives. It has to be pointed out here that it is far from enough to only understand the cooperation between China Mobile and Shanghai Expo from the aspect of business opportunity. There is an element of corporate social responsibility. The World Expo will be held for the first time in China. China Mobile should not act as an outsider. China Mobile should actively provide good service to the World Expo, make contributions to the society, create social value and offer a better life to the people.

Reporter: Under the leadership of China Mobile Communications Corporation, how will Shanghai Mobile Communications Co., Ltd. offer service and support for Shanghai World Expo?

ZHENG Jie: One of the main functions of World Expo is to organize exhibitions. The function of mobile telecommunication is to facilitate communication. We will further promote World Expo and make its name spread far and wide, at the same time increase our own business income and brand image, by making full use of the popularity of World Expo, and combining it with our own wide promotional channel and user resources. We will thus combine the strengths of both sides in order to achieve a win-win result.

According to our initial research, our plan is to divide the joint promotion with World Expo into two stages: the first stage will focus on China Mobile becoming the first partner of World Expo, emphasizing the cooperation between two powerful organizations and to arouse the general public’s interest; The focus of the second stage is to integrate the company’s marketing with the subject of World Expo, to create a series of social hot spots to achieve a win-win situation.

Reporter: China Mobile has provided the Shanghai Information Desk in the China Pavilion at Expo 2005 Aichi with overall support, which has helped in promoting World Expo Shanghai while at the same time promoted your own brand. What do you think of the process of the Win-Win result?

ZHENG Jie: On the one hand, although China Mobile does not have detailed business in Japan, we can promote our brand in the process of supporting the World Expo, and to expand our influence overseas. On the other hand, we have a concept called“responsible mobile”, i.e. to understand the social responsibility of a Chinese enterprise, which is very important.

Reporter: August 1 this year will be the 6th anniversary of Shanghai Mobile Communications Co., Ltd. Within these 6 years, what have been Shanghai Mobile’s main measures in operational management and network building? What are its main achievements?

ZHENG Jie: Since 1999 when it was first set up, Shanghai Mobile, under the guidance of its strategic objective to strive for one of the world’s leading telecommunication enterprise, and pushed by the effective driving force in management objectives in achieving the“Year of Network Decisive Battle”,“Year of Service”,“Year of Management”,“Year of Benefits”,“Year of Execution”, etc., has achieved unusual and rapid development. The efforts spent in the past six years has not only laid a solid foundation for the setting up of modern corporate regulations and for the improvement of various management systems, but has also resulted in greatly upgrading the corporate service, business operations, management and brand.

Illustrations：

1. Shanghai Mobile actively preparing for 3G business development

2. Shanghai Mobile Flagship Store

3. ZHENG Jie, Party Secretary, President, CEO of Shanghai Mobile Telecommunication Co. Ltd

4. New Shanghai Mobile Business Hall

5. Experience communication starting from the heart

6. Overall optimisation for the network coverage for Shanghai F1 Racing

7. Making contributions for Shanghai Urban Information

8. Initial preparation for Yang Shan Deepwater Port

9. China Mobile provides overall support for Shanghai Information Desk (Picture by Yu Li)