At the recent PT Expo China 2025 in Beijing, the world's first "Try&Buy" solution for UE logo-based 5G-A packages received the first prize of ICT China Excellence Case Award (2025). Developed jointly by China Mobile Group Henan Company Limited (China Mobile Henan) and Huawei, this precision marketing solution leverages AI native technologies to reshape the user value chain, ushering in a new model of communication services where users can "try before they buy." This award marks China's 5G-A innovation from technical verification to business value exploration.
Breakthrough and Innovation: Cross-Domain AI Collaboration Drives a Marketing Paradigm Revolution
China Mobile Henan and Huawei maintain a close strategic partnership, continuously exploring breakthroughs in core network AI technologies and their practical applications, and setting a benchmark for closing the 5G-A commercial loop.
Leveraging Huawei's differentiated network experience technology, big data analytics, and advanced AI algorithms, we can intelligently identify different user groups (such as high-speed rail users, stadium users, and game players) and launch dedicated UE logos for them as new interaction touchpoints. This successfully implements personalized network service experience, allowing each user to enjoy the optimal network service tailored to their needs.
Building on this foundation and integrating the service twin technology of the Integrated Operation Platform (IOP), we have created a smart operations platform and innovatively launched the Try&Buy precision marketing solution. This marks the first implementation of "conversion after free trial" in the mid-range market, breaking the barriers of the traditional prepaid mode, precisely targeting price-sensitive user conversion scenarios, and successfully accelerating the commercial use of 5G-A packages.
Future Outlook: Building an All-Domain Ecosystem Chain in the 5G-A Era
This innovative practice of China Mobile Henan not only injects digital momentum into Henan, but also provides a standard path for the commoditization of network capabilities to the entire industry. In 2024, China Mobile Henan officially launched the Try&Buy solution for network acceleration packages. In 2025, China Mobile Henan accelerated the use of AI to enhance precise marketing. In January, it took the lead in building the IOP industry-network collaboration module of the smart operations platform. In March, it defined a complete intelligent marketing architecture. In May, it introduced real-time marketing and marketing intelligent agents. In August, it initiated the "Dynamic Interactive Logo" pilot project and successfully completed the world's first call with interactive UE logos.
In the future, China Mobile will continue to work with Huawei to further develop the "Try&Buy" intelligent marketing system and build an all-domain ecosystem chain of "terminal-package-privilege" to create new markets in the 5G-A era.