China Mobile began to change concepts and strategies

Guangdong Mobile and Tencent WeChat cooperation "traffic envelopes" has been launched. Guangdong mobile users in the binding "Guangdong Mobile 10086" after the official WeChat, mobile users can be made to the world, "traffic envelopes." The move is considered to be a full "thaw" of the relationship between carriers and OTT. The holding of China Mobile and WeChat indicates the advent of the era of mobile Internet and cross-border cooperation in promoting industrial innovation and upgrading. It also means that China Mobile, which had the deepest OTT business before, started to change its concept and strategy. It borrowed Tencent WeChat, opened up cooperation and operated innovatively with Internet thinking and accelerated the pace of embracing the mobile Internet.

"The unknown of mobile Internet is far greater than known and has unlimited imagination and space for development.Traditional operators in the wave of mobility to avoid pipelining, we must change their ideas and strategies to play long term to be more open Mentality, and content and application providers to actively embrace the mobile Internet, "Xi Guohua, China Mobile, said the choice of WeChat, it is valued the WeChat huge Internet user base, and WeChat" open, collaboration, sharing "and other Internet features, so that mobile The business can be socialized for a wider viral spread to maximize value.

Mobile operations require social elements

The "traffic red envelope" as a mobile social networking game launched by Guangdong Mobile and Tencent WeChat, there are two: 1 yuan 10M (10 for sale), 3 yuan 50M (5 for sale), and the global mobile network users Whether 2G / 3G / 4G can participate. To 4G, for example, with the way of sale, 15 yuan can buy 250M traffic. In addition, in order to increase the attractiveness of the event, Guangdong Mobile will also distribute up to one million official red envelopes to subscribers for free.

"Although the level of commercial marketing is not an exaggeration, the intensity of Guangdong Mobile's traffic management business can still be seen in a drastic change." Insiders believe that operators change their mindset, starting from the user experience and redesigning with Internet thinking Products that make services more enjoyable and closer to users with mobile social networking. Compared with the traditional operation of the traffic management mode, the social elements of mobile Internet to join, so that more users take the initiative to participate in them, and promote the release of traffic flow operators.

According to insiders in the communications industry, nearly 400 million active users in WeChat on the month of January are undoubtedly the best "partners" for operators to develop the mobile Internet and respond to user needs. WeChat's user base and social advantages can also help China Mobile to expand users. For WeChat, you can use the mobile 4G network to enhance the user experience and innovate more differentiated services.

Internet era to win more innovation

China Mobile's 2013 earnings report shows that its first pillar revenue voice services, has shown a continuous decline, short message revenue has declined continuously since 2011. Ministry of Industry released May this year, the operation of the communications industry shows that in the mobile Internet business under the influence of the alternative, China's mobile phone users monthly average point-to-point SMS volume continues to decline, has less than 40. Among them, OTT application of the traditional carrier communications business alternative is to exacerbate this trend one of the reasons.

"To avoid the pipeline and maintain the sustainable development of the enterprise, traditional operators must have access to content and applications, especially content, but this is often not the long-term goal of traditional operators. Therefore, we should be more open," said Xi Guohua. The cooperation between operators and Internet companies is a special service based on the service of both parties. To the operator, it is equivalent to providing special functions in the telecommunication service, which can enhance the service.

In the meantime, China Mobile is also strengthening the infrastructure of its 4G network to strive to provide its partners and users with solid, intelligent pipelines. According to mobile data, 500,000 4G base stations will be built by the end of the year. 4G services will be expanded to 340 cities and regions, with 100 million 4G terminals and 50 million subscribers. And China Mobile also continue to cut 4G tariffs, reducing the threshold of 4G use, innovation and more traffic management methods, such as "traffic envelopes" and so on.

Experts believe that "the Internet era has never lacked the capacity for technological innovation, nor lack of funds and talent, lack of cooperation is a win-win mechanism.Operators and OTT companies only play their own long-term open cooperation, and truly break the traditional profit model , Breaking the natural separation of traditional users and establishing Internet communication products and services that truly meet the needs of users can we grasp the winning chance. "The cooperation between the two parties is not only a major advance in communication technology, but also an industry-level integration. Tencent through the cooperation to allow users to experience more rich, mobile has been the benefits of business transformation, the majority of users have further felt the development of modern communications technology. If we say that the Internet area also says "three is conducive to", this cooperation is undoubtedly a win-win result in a very standard industry.

A communications industry insiders pointed out that following the Unicom WeChat Wacca, Telecom Wing chat, Guangdong Mobile's open cooperation is more like sounded the full opening up of domestic operators cooperation horn. In the future, Internet companies will continue to change the traditional business model of telecom operators, innovate more new applications and services on the basis of cooperation, and penetrate into more segments so as to provide industrial upgrading and sound and healthy development Boost.