Hotly hit by Ott and virtual businesses, how can 4

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Under the attack of Ott and virtual business, how can operators overcome the siege of 4G?

the fdd/td-lte mixed group test of Chinatelecom and China Unicom has been expanded to 40 cities, and China Mobile's TD-LTE network has covered more than 300 cities. The three operators are galloping on the 4G Road, but they are not alone, because Ott and virtual operators are around. Under the strong competition, how can the three operators operate the 4G business well

strategy 1 free call

free call is not far away from users, and it has even been popular abroad for many years. The existing tariff package launched by Verizon, the U.S. mobile operator, without exception, provides unlimited voice call duration and the number of SMS messages, and only limits the upstream traffic. China Mobile Hong Kong 4G package minimum tariff file 4g328pro includes 2000 minutes of call duration, while 4g428pro and above package calls are unlimited

in China, the free card launched by snail mobile, one of the virtual operators, once caused a nationwide frenzy, because the biggest feature of this card is that calls are free. In fact, the clamping of virtual operators' samples and the release of the pendulum are pneumatic controls. When they are looking for differentiated services with the three major operators, free calls are regarded as the killer. Wang Xianshu, chairman and CEO of bus, bluntly said: if free communication services cannot be provided to users, the virtual operator enterprise cannot develop, and there will be no virtual operator industry

facing the aggressive situation of virtual operators, Chinatelecom took the lead. In July this year, Chinatelecom launched IFREE cards in Beijing, Yunnan and other provinces and cities. The biggest feature of this card is local free calls. Although slightly stingy compared with virtual operators, it is the first time that the three major operators have applied the concept of free calls to the actual business environment

free is one of the most commonly used and successful business models of Internet enterprises, and the 4G era represents the overall rise of mobile Internet. Compared with voice, traffic is the golden resource of this era, which can be seen from the financial reports of the three major operators

according to China Mobile's interim financial report this year, voice business fell 5.3% year-on-year in the first half of 2014, SMS and MMS revenue fell 13.2% year-on-year, and mobile data traffic revenue rose 52% year-on-year

however, the three major operators are also facing the same situation. The growth of traffic revenue is not enough to make up for the decline of voice and SMS business revenue, and voice and SMS are still the main source of revenue for operators according to the operation formula. Therefore, this restricts the expansion and implementation of operators' free call strategy to a certain extent. However, we can't ignore the potential of traffic revenue growth, especially the popularity of Ott. After all, these businesses need traffic support. As these applications attract more and more users and provide more and more services, traffic revenue will naturally gradually exceed voice revenue, and free calls will come naturally at that time

strategy 2 improve traffic assignment

people have never paid so much attention to the amount of traffic as now. So far, some people have made fun of the fact that the house belongs to mobile from time to time, although the 4G tariff of China Mobile has been adjusted for several rounds

it is understood that when promoting 4G tariff packages, the three major operators all compare them with 3G packages to highlight that 4G traffic is indeed much cheaper, but that is not enough

4g has the advantage of low cost and low price traffic. Fu Liang, a senior Telecom analyst, said: a better experience will inevitably increase the use of mobile applications and traffic. Operators must help users adapt to the 4G highway

how to adapt? Obviously, this will involve the traffic management of operators. As we all know, the common business methods of basic operators at present include forward charging, directional charging and backward charging, and backward charging is the focus that several major operators are trying

not long ago, China Mobile reached a cooperation agreement with Sina and 360. China mobile users can download app applications free of traffic fees through the 360 assistant. Since then, China Mobile and Sina Weibo will also launch corresponding traffic free products. China Telecom and China Unicom have long had similar cooperation with internet manufacturers, and Woka is one of the representatives

low traffic charges can be exchanged for heavy use by users, but simply selling traffic at a low price should not be the mainstream of traffic management. At present, virtual operators are also using free traffic fees or free traffic to attract users, but these operators only hope to use this as a means to increase the revenue of their main business. For example, stipulates that users will receive 1 minute of domestic voice and 1MB of domestic traffic for every 2 yuan of shopping amount

in fact, at present, the three major operators all have a number of mobile Internet products and services, which can precisely maximize the value-added of traffic, but the operators do not place these services in a more important position, so that many users do not know the existence of these services, or their loyalty to these services is not high. For example, Migu music is one of the better developed businesses of China Mobile, but its influence is much lower than that of music and Baidu music, and love music of Chinatelecom and wo music of China Unicom are even harder to find

in the 4G era, traffic is only carriers and containers, and the goods in containers are the most valuable. Of course, the three operators are not willing to become pipelines and make wedding clothes for others, so they have the concepts of cloud tube end, platform, etc. A. high precision American force transmission pneumatic sensor: 10 ⑵ 00 before immersing its toes into the additive manufacturing pool 0kg. Obviously, operators are going to load their own goods into containers

strategy three competes for new businesses

ott and virtual operators are able to launch free calls, low-cost traffic and other related businesses first because there are gaps that can be reused in the overly complex business system of the three operators. Only when Internet companies and virtual operators get into these gaps, they quickly expand these gaps with relatively new businesses, Thus, it threatens the business of basic operators to a certain extent

Christine Heckart, President of telechoice, believes that new information applications are emerging in endlessly, competition is fierce, and operators have lost their monopoly position in a very short time. Market participants, including operators, should constantly make various attempts to compete for emerging business opportunities

car service is regarded as a new development opportunity by the three major operators. Zhang ranmao, director of automotive informatization in the customer business department of China Unicom Group, believes that 4G is coming, which may have more innovative applications and may become the fulcrum of breaking the situation in the field of car service in the future

however, this is not the only innovation. Cloud computing has become the current investment hotspot, and has gradually become the most important source of income for technology enterprises such as Microsoft. The three major operators have indeed begun to make efforts in this field and make strategic acquisitions and layout of surrounding resources

as one of the participants, operators should have unique advantages to find a good position and concentrate resources in emerging business opportunities. Yun Qing, an independent Telecom analyst, said: strive to seize a better strategic location. In other words, this competition is not simply seen as a battle to defend existing profits, but a battle for future development opportunities

Copyright © 2011 JIN SHI