"Catfish" are not "like a duck"

As with catfish, virtual operators disrupted the telecommunications industry's "calmness." But now, "catfish" are not "like a duck."

When the virtual operators shouted cheaper charges, traffic is not clear, free packages or even free combination, the traditional operators came to a practical action. Recently, China Mobile announced that the 4G tariff reduction will be reduced to 58 yuan, the highest drop in unit price of traffic reached 50%. China Unicom launched a free package of online special sales package, and during the telecom tariff discount for 20% discount.

The other hand, the virtual operator, let the user a bit disappointed, has announced the package tariff virtual operators did not promise as before, how much the tariff discount.

Fu Liang, an independent telecom analyst, told reporters that after the previous stage of eyeballing, virtual operators began to enter the stage of contention users, but both the products and services, the brand and the after-sales service take time to allow users to approve.

Traditional operators continue to move

Up till now, the Ministry of Industry and Information Technology has successively awarded pilot licenses for resale of mobile communications to 19 enterprises. The subsequent 17 cooperative partners cooperating with China Mobile are also waiting for the final reply from the Ministry of Industry and Information Technology.

From the beginning to get the license, there are constantly virtual operators such as playing low prices, traffic is not clear, free combination package slogan, in order to win more users. These propaganda points are where the traditional three major operators are constantly criticized by users. Only the flow of the package within the reset, the user has had many conflicts with the traditional operators. To some extent, these virtual operators do have catfish effects.

Recently, China Mobile announced that the 4G tariff reduction will be reduced to 58 yuan, the highest drop in unit price of traffic reached 50%. China Unicom launched a free package of online special sales package, and during the telecom tariff discount for 20% discount.

Yanbobing, general manager of Jingdong Mobile resale division, said the recent movements of the three major operators are very lively, which is the emergence of virtual operators for the promotion of the telecommunications industry.

He Xia, deputy chief engineer of the Policy and Economic Research Institute of the Ministry of Telecom Research Institute of the Ministry of Industry and Information Technology believes that reducing the tariffs for operators on the one hand has played an indirect role in promoting the participation of virtual operators; on the other hand, the government has liberalized the tariff pricing power.

"Catfish" cost is limited

May 15, Jingdong and Gome two companies also announced the start of virtual carrier business. Jingdong announced the official launch of "Jingdong Telecom", a virtual carrier business, featuring a simple tariff package featuring "no package, no contract, no minimum purchase".

However, the reporter found that Jingdong Communications announced the tariff is not much higher than the traditional operators tariff rates. If the user uses 500 minutes per month and 500M traffic, according to Jingdong communications standard charges need 150 yuan, while in accordance with the traditional operators announced the new free package tariffs, the same calls and traffic about only 100 to 120 yuan.

Earlier, another virtual operator phone world also announced a 9-file package, the lowest 29.9 yuan / month, with 80M data traffic and 80 minutes of voice calls, the highest 399.9 yuan / month with 3500M traffic and 1000 minutes of voice. 59.9 yuan package which contains 260M traffic and 100 minutes of voice communications, and China Mobile 58 yuan 4G Internet surfing package 500M traffic and 50 minutes compared to the call, the advantage is not obvious.

The snail game played before the free card, although there are two years not allowance zero, zero monthly rent, no set meal three major features, but also set a variety of restrictions on the user, and did not announce the specific tariff instructions, allowing users Do not understand.

In the opinion of the insiders, this is in line with the requirement of the Ministry of Industry and Information Technology to design package tariffs to enhance transparency and not to overly exaggerate tariff concessions or make false publicity requests that easily lead to user misunderstandings.

Recently, Boston Consulting Group released a survey on China's telecommunications market brand advocacy index survey showed that in the telecommunications product brand category, cost-effective promotion of brand recommendation is the most important factor, the network coverage and customer service followed by the brand Identity and personal needs ranked fourth and fifth.

Fan Shihua, a senior partner at Greater China Consulting Group in Boston, told reporters that virtual operators must quickly lower their prices through efficient operation so that they can gain a competitive advantage and then find differentiated competitiveness on the basis of price advantage.

Short-term specialty products are difficult to force

Zhao Jian, executive president of the language of music communications, told reporters earlier, the current operator to the resale price is too high. The person in charge of Jingdong Telecom also said that it hopes to further relax through the carrier policy and give better price and cost.

However, Zou Xueyong, deputy secretary general of China Virtual Operators Industry Alliance, said in an interview that in the era of mobile Internet, virtual operators should look for software entrances and terminal entrances to integrate their own main businesses into the virtual operation business. Sub-market force, rather than compete with the traditional operators for the market.

The company is targeting mobile health and launched a virtual operating brand that allows users to acquire body data by wearing smart, healthy devices. This model is favored by many people in the industry, but the constraints are more obvious, such wearables too little. Gary Yi, a researcher at CCID Research Institute of Electronic Information Industry, believes that although there are already many wearable devices on the market, most of them are still concentrated in the field of auxiliary accessories for smartphones. The killer products still do not appear.

Fu Liang believes that the virtual operator is still in its infancy, in the system testing, team building and testing the market stage, both products and services or brand and after-sales, time will allow users to approve.