China Mobile Jego internal stop or a flash in the pan?

    Jego, which was evaluated as a "mobile self revolution" product, suddenly ended in a hurried manner. However, according to the Jego on the official website of the announcement, the current product is only "suspend" the new user registration and some features, "We will be in the product after the formal launch notice everyone." In this way, Jego is still likely to return to public view. But Jego, China Mobile International, has not given a clear timetable, saying that the product is still in the tuning phase.    as of press time, Jego in the Apple App Store has not been able to search, and in some of the domestic Android Market can continue to download. In addition, the call function between Jego users has been banned in mainland China.   After the reporter test, the domestic has registered Jego users can still send pictures and texts, and even voice messages. However, the loss of the call function of the Jego, and micro-letter as well as moving their own fly, compared to the absence of any features.   from the launch to the suspension, Jego in the domestic "show" time less than one months, China Mobile official also quite low-key, did not jego any promotion and publicity. So strange performance more let the outside puzzled, a time all kinds of rumors.   There is a point of view that, because the introduction of Jego is too abrupt, and with other internal departments conflict, so China Mobile marketing department and other departments are unwilling to give jego any promotional resources. In this respect, there are mobile marketing department to the reporter denied this statement, "really not the outside world guess."   In addition, people familiar with the mobile system told reporters, "If you want to launch national resources to push a product or service, it must be top-down." "And this move for jego performance unusually low-key, obviously, move the decision-making level is not ready to touch the" network phone "this red line.   High, low-key contrast   shortly before June 1, a communications software called Jego in Apple's App Store and Android's software store low-key online. Because its production side is "China Mobile international Company", immediately aroused widespread concern of the industry.   "Challenge micro-letter", "mobile ego revolution" and other names followed. Overnight, Jego this in China did not do any promotional products in the circle and media reports in the fire up, even more than mobile operators for many years to fly a letter to "High-profile."   Jego's main reason for so much attention is its "network call" feature.   Jego users in areas outside mainland China can achieve Skype-like call functions, that is, use the data network directly through the client to dial mobile phone number and fixed telephone. Its tariffs are also comparable with Skype, such as dialing toThe mainland of China and Hong Kong require 0.022 USD/min and 0.023 USD/min respectively.   According to data displayed on Jego's website, Jego has now supported calls to 20 countries and regions worldwide. Including Britain, the United States, Australia, Canada, Japan, Korea and so on. Rates are slightly different, but most are 0.02 dollars per minute (in the case of free data traffic or WiFi), and jego charges have a huge advantage over long-distance or roaming fees.   But in mainland China, given the government's control over such VoIP services, Jego has restricted the ability to dial phone numbers directly in the interior, opening up free calls to software.   Even so, the launch of the Jego "call function" still subverts people's awareness of the move. To know in the fly, but there is no real-time call this function, can only use voice mail, or voice to speak of the form. Some comments even think that the move has finally "own life".   But in fact, the concerns that jego in the outside and in the media far outweigh the internal importance. China Mobile Group has been unusually low-key about the product, and even tried to avoid the phrase "competition with micro-credit". Because this is not intended to be a product for the domestic market. The product of   Jego is China Mobile International Limited (: China-Migration International), headquartered in Hong Kong, is China Mobile Limited (Hong Kong listed company, code 0941. HK) wholly owned subsidiary.   China International Corporation was formally established in December 2010. It was set up to operate the international business of China Mobile and to develop global telecommunications services such as international voice, mobile roaming, Internet, multinational enterprise customer service and international value-added services.   According to the International official website, the company now provides 4 major services, including voice services, Internet services, mobile/roaming services and value-added services. According to the reporter understand, China Mobile before the promotion of the global roaming fee adjustment is mainly driven by the transfer of international companies.   According to this logic, Jego, which is launched by the China International Corporation, is meant to serve overseas or roaming customers and reduce the cost of international roaming. Rather than "high-profile" to shoulder the role of mobile counter micro-letter Ott business impact.   "Network Phone" is still taboo   the early morning of June 22, Jego official online suddenly hung out a notice, said that will suspend the registration of new users, and temporarily shut down the mainland users in China to use Jego and jego between the voice and video telephony functions. This announcement in the industry caused a stir, "Jego aborted", "mobile infighting" and other voices.   Why is Jego so doomed?   People familiar with the matter told reporters, "because the mobile interior is not ready for this." Whether from the product level or the strategic level, Jego such products are currently unable to assume the so-called "counterattack" task. "  First, Jego experience has been a lot of people" Spit. Before the reporter also tried to dial Jego telephone in the WiFi environment, its call quality is really passable, at the same time the connection rate also cannot guarantee. Its pure voice experience is not even as good as Apple's FaceTime and micro-letter "video chat".   hastily put such an immature thing into the market, the result is likely to be counterproductive. Therefore, the company said that the reason for the suspension is that the product is still in the debugging optimization phase, "we will continue to improve stability, add new features, optimize the customer experience."   Second, compared to other communications software, Jego's advantage or the bright point is the introduction of "Network Telephony" function. But this function is strictly prohibited in mainland China. In the case of micro-letters, even the voice calls between software and software are hidden deeply by taboo. (Micro-letter provides video chat directly, after the video chat and then cancel the screen, only voice calls).   In the previous mobile launch of the communication software "flying", even the software and software between the call and video functions have not been added.   So, if Jego open the "internet phone" cut, it is more advantageous for products such as micro-letter. However, currently mobile is clearly not ready to "self-revolution."   It is noteworthy that in the announcement, China Mobile International has specifically emphasized the Jego positioning. "Jego's target customers are customers with international communications needs in the world, especially those with close ties to mainland China, as well as international roaming clients." ”