Analysis on the outlet of telecom operators ' flow Management

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

First, the telecom operators face the problem of total control

At present 4 G service, some rational consumer first reaction is, you say 4G network again good, again fast, application more, I finally care about a question, I to this consumption is how much, with now than is increased or decreased, or basically maintain unchanged. See, consumers are getting more and more difficult. From the perspective of telecom operators, from the Revenue = Transfers User number * Single user consumption of this simple model, the future growth potential first from the continued growth of transfers users, but with the increase in the penetration rate of Internet users, subsequent more growth from the single user's consumption amount. Further simple decomposition of the single user consumption = Data flow * Data Flow unit price, the data flow rate is declining (new price war under the decline is also not small), so growth depends on data flow consumption. If the vast number of users to this data flow consumption of total control, the telecommunications operators from the data consumption of income growth is facing great pressure. This is the user very much hope that the monthly and operators can not meet the contradictions point. Another OTT, telecom operators naturally unbearable.

So, faced with such a difficult problem, the operators of the flow of the way out where? Personal analysis is a change in the pricing mechanism of traffic.

Second, the telecom operators to the flow pricing mechanism of change analysis

This paper attempts to construct a two-dimensional analysis model on the intersection of mobile traffic between individual users and Internet service providers by the telecom operators (pictured below).

At present, the basic pricing mechanism for telecom operators is for public users (individuals or families) to collect mobile phone traffic fees (some exceeding a certain number of caps), and for the application of Internet service providers free of charge (only refers to mobile network channels, excluding IDC leasing). In this case, will be in mobile phone QQ, micro-letter This product appears, the operator suddenly found himself was seriously OTT (elephant limit 1, if the micro-letter just came out, if the operator can be in accordance with the idea at the time, on its time long or traffic to the user or like enterprise charges, The development of this product will not be so rapid, at least to pay a higher price. Therefore, individuals believe that the key to this situation is the operator of the flow of the pricing mechanism caused.

From last year, Ali, NetEase and some other enterprises, in order to promote their products, and operators to start to try a new model, users use applications from these application providers for the flow generated by the pay, has achieved certain results. That is to say, the traffic is back to the business model, and this mode is interpreted as a useful attempt to solve the OTT of telecom operators. Just years ago, China Telecom integrated platform set up, its important business direction is to explore the flow of traffic after the operation. This pattern, in the individual's view, is a process to OTT the value of an ascending pipeline (that is, from Quadrant 1 to Quadrant 2). That is, telecom operators on the basis of the control of the pipeline, the interests of the full balance of the process. is a small-scope attempt on a pricing mechanism. Such an exploration effect, that is, depending on the attitude of several operators, but also to see the trend of the industry.

If this pricing mechanism evolves, the individual believes that the most ideal state is the OTT state of the pipe (i.e. Quadrant 3). That is, the operator to the public users free of charge not directly charged, but Internet service providers for users to use their own applications to pay. The pricing mechanism is no longer a contest between operators and the public, but rather a contest with Internet service providers (which is personally considered a more effective form of marketization). This leads to more fees for the industry, which is free of charge (in this case, because netizens do not have to pay for traffic directly, even in the case of paying for Internet application services, generally more benefit.) Moreover, from the perspective of consumer rights protection, paid services are also more secure, so that there are more products to produce applications, really more to meet the user's information consumption.

In the state of Quadrant 3, there is another key reason for personal opinion. That is how to solve the user's total control problem. Personally, the solution to this conundrum lies with Internet service providers, not telecoms operators, who consistently believe that telecoms operators are not fit to participate in more applications. From the early SP business, the most adept at consumer users are internet enterprises. From the current Internet application, the telecom operators themselves are basically hard to earn money directly. Only Internet companies have the ability to understand netizens, not to mention that telecom operators are also an important reason for their special identities. For example, Ping An community, the community's monitoring can be timely by the residents through mobile phone to understand, households do not have to pay for mobile phone traffic, but may be the material tube through this additional charge. And the carrier and the pipe are divided, which expands the source of income.

Of course, such a pricing mechanism also has a very good benefit, so that after the mother no longer need to worry that we are on the monopoly of life and raise the head, at least the vast majority of people will not be so direct scold.

On the simple analysis, it is considered that the key problem is how to reconstruct the pricing mechanism of the flow resource, whether it is forward or after. If this problem is solved well, it doesn't matter whether to go forward or back. Of course, such a big impact on the industrial structure of things, but also depends on how several operators see. This is for the operator is the life of their own, in the current basic communications services are still in the development of the situation, may not give up the charges to the public users of this piece of fat. However, from the trend of data business development, go to that direction may be a way out.

This article by the Snake-Forrest Gump authorized Tiger Sniffing Network published, and through the Tiger Olfactory network editor. Reprint this article must be approved by the author, and please attach the source (Tiger sniffing net) and link to this page. Original link http://www.huxiu.com/article/27090/1.html