2015, the flow of monetization difficult to have a big as

In the 2014, under the negative energy package of a series of events, telecom operators accelerated the pace of business innovation, and the shift of flow management from the traditional forward selling mode to the model is one of the bright spots. China Telecom in the beginning of the release set up an intensive operation after the operation of the Organization-Integrated Platform Development Operations center, based on traffic after the joint marketing activities. Therefore, the author will be called the 2014 operator Traffic Management innovation year.

Into the end of 2014, China Telecom held a flow of 3.0 product launches, the main flow of tradable concepts, China Unicom launched a radical flow of the concept of the bank, Ali introduced the flow of wallet products, Beijing-East announced the flow of the bank plan. As a result, the problem of monetization of traffic is hot, and it even causes the capital market and various investors ' active concern. But in the author's opinion, the flow monetization more is the concept hype, 2015, the flow monetization is also difficult as some people expected the big act.

The understanding of flow and flow monetization is not clear

Monetization, the basic definition refers to the currency as the medium of the trading share gradually increase, or as a means of trading in various fields and links of infiltration and impact of the process. With the increasing influence of the Internet on the whole society, some people point out that the Internet is no longer an industry, but a basic attribute of the whole society. In the mobile internet age, the current flow as the first entrance to all connections, traffic has become more and more rigid demand.

As a result, traffic has an initial effect on its impact as a monetary attribute. It is in this context, some operators in the flow of business innovation practice, the concept of flow monetization.

However, as far as the author observes, some people who put forward such a concept are not clear enough about the monetization of traffic flow, resulting in the product not fully reflect the significance of the monetization of the flow. To go faster than the flow of China Telecom Bao products For example, the product at this stage to "traffic full network access" (designed "niu Yuan" this middleware, to the cattle as the intermediary, you can achieve the three operators between the user's flow of gifts, requests, red envelopes, etc. as the core selling points, and the ordinary flow is different, the ox is no period of zero. As a result, for many internet companies, it is much more than the direct use of distributed directional or non directional flow packs.

These core selling points to the user is still very attractive, but the product reached 3.0 version is only around the operator's traffic fuss, its cow-currency Telecom's own music, video, reading, animation and other value-added services can not be paid, how to flow monetization of a say? And just around the flow, From the cow coin to the flow of traffic to the flow of consumption of the process cycle greatly elongated, resulting in the business of congenital defects. Several other products now have similar problems. In a word, the flow of money, means that the flow is the starting point, but can not end up and return to the flow of exchange, otherwise monetization can not form a closed loop.

Second, the flow of monetization is the need for industry concerted action, single fight difficult to find

The monetization of traffic is the same as the problem of monetization itself, first there is a problem of availability, which is like the concept of a country's currency, regional currency or world currency. Combined with the flow of several types of monetization of the main body, in the flow of monetization available range, some do more radical, and some relatively stable, in the groping forward.

Radical approach is the whole network of practices, such as China Telecom's traffic treasure and the flow of Chinese unicom Bank, are such references, but this has not been fully recognized by China Mobile, at least in such innovative business, China Mobile has not such a pattern of understanding, and is not ready. So, we can see that the product experience is not as good as the product hype.

Therefore, leaving the Chinese mobile participation, the flow of monetization more pragmatic way is to first in their own three-acre of land to do the product well. Of course, an effective way to drive the monetization of traffic is to create a new company with three operators that operates in line with the way the Internet industry works. Tower Company, China Communications Service companies are three operators jointly shareholding, and then a flow of money, in fact, very good. Think about it too! However, this thing in 2015 is out of the way, so 2015 still have to continue to fight alone, it is difficult to form a concerted industry action.

and Ali and Jingdong, as the representative of virtual operators, the two companies with Internet corporate identity, if the operators can be in the field of the flow of housekeeping can lead, it is unthinkable. Therefore, Ali's flow wallet and jingdong flow Bank, also difficult to have big moves.

Third, the way to flow meter will be rapid development, on the basis of further map innovation

In 2014, some virtual operators introduced new billing methods, such as 1-minute call =0.75m, to replace voice and SMS with traffic. In the 2015, some provincial subsidiaries of telecom operators are also actively promoting such practices. There are similar developments in China Mobile's planning for a converged communications business. For the vast number of users, the original complex telecommunications bills, is expected to be in the way of flowmeter fees to see more clearly.

However, flowmeter fees also have its limitations, because the operators of the flow rate in recent years in a relatively rapid decline in the channel, so that the unit price of Flowmeter converted to other service consumption, for different periods of service users are different. This is just like the operator of the new number of users are always more than the old users of the concessions, and thus resulting in the stock user operating effect of the same reason. It is also the value of the flow of instability, so that the flow of monetization innovation practice also faces a lot of problems, especially the 4G business has just begun, the operator's main focus in 2015 or on the 4G business.

Summary

The flow monetization is a very good innovation idea, but the flow monetization really wants to solve the operator what pain point, the understanding is not clear, then has the intense dispute in the concrete product introduction and the evolution.

The author thinks, in the network ability has not reached the extremely rich situation, flow monetization is not to let more users in accordance with their desired flow of demand to use (the network can not support), on the contrary, the flow of monetization is to solve the operator of the internet operation of the transformation of a way, especially the network intensification, Internet.

In the process of monetization of traffic flow, it involves the problem that operators continue to transfer benefits to users, and in the absence of other effective compensation, the traffic monetization of operators in the 2015 is difficult to take. have been walking in front of, need to think about the business closed-loop problem, especially the concept of monetization, more pay attention to closed-loop. You want to learn poetry, Kung fu is outside the poem. Flow monetization, the end is not back to traffic, traffic is only one aspect of it.