Henan Mobile: 5G-A × AI Innovation Reshaping New Business Models

As the AI wave surged forward and the commercialization of 5G-A began in 2024, the deep integration of these two technologies ushered in a new chapter in the technological transformation of mobile communications. China Mobile Henan branch (Henan Mobile) and ZTE collaborated to integrate AI, big data, and network data analytics function (NWDAF) technologies, building an intelligent assurance system for 5G-A and launching 5G-A packages. They innovatively introduced a “Try & Buy” marketing model, allowing users to try personalized services before paying. By leveraging a “network-to-user” strategy, they precisely identify high-value users and enhance user benefits and perception through personalized packages and dynamic service assurance. The two parties are jointly exploring a new system for the intelligent business operations of 5G-A networks, providing solid support for Henan Mobile to expand value-driven operations and strengthen its brand reputation.

Precision Targeting of Potential Users & Intelligent Package Recommendations

Building on the 3GPP standard architecture, Henan Mobile and ZTE have integrated the NWDAF with the integrated operations platform (IOP), combining the network assurance system with the business operations framework. This enables real-time reporting of user experience data, which correlates user, service, and location factors. The business operations system utilizes this data for in-depth analysis, accurately identifying potential user groups.

By leveraging 5G-A networks, AI, and NWDAF capabilities, Henan Mobile utilizes both subscription-based experience assurance data and sampled experience data reported by NWDAF, integrating them with B-domain user package and tariff information to predict user needs and preferences. This enables precise identification of user segments such as gaming enthusiasts, video streamers, and avid drama watchers on platforms like iQIYI, Tencent Video, and Youku. Tailored packages are then intelligently recommended to these users. This approach replaces traditional manual marketing, which relied on customer group reports and manually configured products and channels, with an AI-driven recommendation matrix that addresses "who to sell to," "what to sell," "how to sell," and "when to sell," transforming conventional business growth paradigms.

In addition, Henan Mobile has innovatively launched the “Try & Buy” marketing model. Under this model, Henan Mobile introduced the 5G-A package, offering users personalized services through a try-before-you-buy approach. For identified high-value users, Henan Mobile sends targeted invitations for ”zero” yuan add-on packages, such as low-latency, high-bandwidth mobile game acceleration add-ons for gaming enthusiasts and dedicated live streaming add-ons for influencers. Currently, this system covers 29 popular apps, including TikTok, Huya, iQiyi, WeChat, Honor of Kings, and Tencent Meeting, spanning the live streaming, video, cloud gaming, and online office sectors. This innovative achievement also provides valuable experience for intelligent business development in other provinces.

Dynamic Experience Assurance & Enhanced User Perception

In high-traffic areas such as bustling business districts, university towns, and tourist attractions, Henan Mobile and ZTE have successfully established commercial pilot projects for experience-driven operations. By deploying advanced wireless AI and NWDAF-powered intelligent core networks, new network assurance features have been introduced to dynamically guarantee service quality based on real-time user experience (see Fig. 1). These assurances are activated only when service quality deteriorates, effectively enhancing the experience for affected users while avoiding unnecessary resource allocation for those already enjoying optimal network performance.

In Xinyang, Henan, the AI-powered 5G-A network can effortlessly handle peak tourist traffic in popular scenic spots. 5G-A subscribers will receive a "China Mobile VIP Service" icon. During network fluctuations, the system intelligently allocates network resources to ensure high-definition and smooth livestreaming for subscribed users. Compared to ordinary users, video stuttering rates decreased by 15.6% on Huya, 7.6% on TikTok, cloud gaming latency dropped by 89.6% on Migu Play, and large file upload speeds in WeChat improved by 42.3%.

To further enhance user experience and perception, Henan Mobile has introduced dynamic service identity icon displays based on event, time, location, and user group, for example, China Mobile VIP Service, Marathon Event Support, Livestream Protection Active, and Happy Birthday. After the completion of service assurance, users receive customizable experience reports that currently cover four dimensions: number of accelerations, total acceleration duration, improvement percentage, and comparative improvement over ordinary users.

Monetizing Differentiated Experience & Expanding Business Models

As a pioneer of innovation within China Mobile, Henan Mobile continues to lead in network intelligence, operational transformation, and business model innovation. In collaboration with ZTE, it has successfully established an intelligent 5G-A assurance system, achieving early success in expanding personalized services, enhancing high-end user engagement, monetizing value-driven operations, and transforming business models.

From a service perspective, this initiative has significantly enhanced user loyalty and satisfaction. The user-specific icon display feature increases user stickiness and Henan Mobile’s market competitiveness through highly personalized services.

From a financial perspective, Henan Mobile has implemented tiered and differentiated experience assurance to meet users' demand for premium network services. Since the trial launch of 5G-A packages, high-value users have shown notable improvements in satisfaction, with DOU up 10% and ARPU rising by 5%. This transition from traffic-based to experience-based operations marks a breakthrough in business model innovation, delivering substantial economic benefits.

From a societal perspective, intelligent differentiated services ensure more efficient network resource allocation, reducing network congestion by 10% and significantly enhancing the public’s network experience. By integrating AI into the 5G-A network, Henan Mobile has optimized both user experience and energy efficiency, and reduced network energy consumption by approximately 8% during off-peak periods, supporting sustainable network development.

Looking ahead, Henan Mobile and ZTE will continue to strengthen their collaboration, driving further innovation to deliver even greater value.