China Mobile proposes 16-word policy or will dominate mobile internet

"Silicon Valley Network August 26" (reporter Cherijon) if the traditional "pipeline" development model, the operator's road will be more and more narrow, so, to create a mobile internet dominated by China's mobile network ecological circle is particularly important.

This is the recent "Sixth annual mobile Internet International Symposium" on the establishment of China Mobile in the field of mobile Internet, the latest strong positioning. At this meeting, China Mobile first proposed the mobile Internet 16-word policy: "intelligent pipeline, open platform, characteristic business, friendly interface", and identified the "cloud, tube, end, Taiwan" mobile internet new strategy.

It also means that with the rapid development of mobile internet technology and application and the reconstruction of industrial ecological value, "from voice to traffic, from wired to wireless, from closed to open" becomes the core task of China Mobile elephant in the current and future period, and China Mobile is clearly prepared for strategy.

Seize the "leading" position

This is the first clear and comprehensive mobile Internet strategy to be proposed by China Mobile since the full business operation in 2009. The core of the strategy is that China Mobile should firmly hold the leading power of the mobile internet industry chain.

The current reality is that the boundary of Telecommunication service and Internet service is gradually blurred, the value chain of information technology industry is faced with re layout, the operators, Internet service providers, terminal manufacturers take the pipeline, platform, terminal and content as the cut-in point, intensify the competition for customers and "entrance", and strive to seize the leading position of the industrial chain

The China movement that sits on the pipe resource, over the years, in order to avoid the loss of dominance in the new value model of mobile internet and even the marginalization of the main value activities, we are continuing to carry out various attempts, from claiming that "China Mobile needs Internet maniac", to propose open platform, cloud computing strategy, to "cloud, tube, end, platform" The whole industry chain Hunt, China Mobile in the field of mobile Internet is constantly clear.

It is pointed out that the mobile aims to create an ecological circle, omni-directional hunt of this new 16-word industry chain, a more focused mobile internet flow capacity, which in China 3G in the payback period, LTE in the ascendant industry background, obviously more pragmatic.

Building "intelligent pipeline", including data center and network, is to build infrastructure platform based on pipeline, vigorously carry out traffic management, to provide customers with faster, more convenient and more efficient Internet experience, build a useful, easy-to-use, intelligent information transmission pipeline.

Build an "open platform" is based on mobile application mall, Wireless city, cloud computing, location services and other platforms as the core, focusing on the aggregation of content-oriented platform, open capacity platform, to create a convenient use, responsive unified portal, leading the industrial chain to provide customers with more, better business and application services.

Create "characteristic business", is in the part can give full play to the field of operator advantage, choose to form Business forerunner, brand unification, value innovation, competitive core business.

The "friendly interface" is to provide customers with a friendly terminal and business interface by promoting a variety of platform capabilities in terminal adaptation and the optimization of characteristic services in the terminal experience.

Multi-angle and system reform

The pressure is clearly the biggest reason why China Mobile elephants are constantly adjusting and moving into mobile internet strategy.

The latest release of the first half of the 2012 year report showed that China Mobile's profit rose 1.5%, below market expectations, voice business near stagnation, data business growth is always tepid.

In the face of the network pressure of data traffic explosion growth, the development pressure of the internet business, the reform pressure of the traditional operation mode speeding up the transformation, around the new 16-word policy, China Mobile's relevant head said that it would carry out a series of reforms from the business, technology and terminal areas.

In the data business, a new round of China Mobile reform has surfaced – the upcoming launch of China Mobile internet company, which will carry mobile internet strategy. It is understood that China Mobile internet company will integrate the current nine business base, and has an independent board, which is also more than 10 years, China Mobile value-added services integration of the biggest change.

2000, China Mobile Innovation launched a mobile Dream network model, 2005 began the operation of the base of the exploration, for many years, China Mobile has formed a entertainment, social, application stores, location, electricity and other nearly 40 products, such as 9 base business platform, and in their respective subdivision of the field carried out a certain exploration. But another awkward reality is that China Mobile mobile internet business and platform always face "big but not fine, all but not true" embarrassment, China Mobile internet company's task is to fundamentally change the status quo, to build with other Internet services to compete with the internet business.

Terminal is the operator of the hand, the terminal has always lagged behind China Telecom, the Chinese Unicom mobile to this obviously more profound experience. Tangjian, assistant general manager of China Mobile Terminal Company, said that the next phase, China Mobile will promote TD terminals and other standard terminals to do "three"-that is, "at the same time, homogeneous, same price." He also revealed that in order to achieve TD terminal "Three", China Mobile Terminal Company is from the terminal testing, terminal sales and other aspects of positive promotion.

According to its disclosure, China Mobile will be from the terminal test, the whole industry chain production management, core device management to ensure the terminal quality, its core is to simplify the terminal detection process, the whole industry chain to ensure the quality of the terminal. "Ensure that each terminal and network coordination is very good, whether it is weak or strong coverage, whether in the switching or re-election situation, to ensure a good user experience." In addition, China Mobile will also build a flat, refined and centralized full channel to achieve sales to service transformation, Low-cost cost-effective operation.

Under the background of technology amalgamation and industrial reconstruction, the grasping of the frontier hot technology carries the important strategic mission of constructing the intelligent pipeline and building the open platform. Huang, dean of China Mobile Research Institute, concludes that high integrated multimode chips, optical communications, C-ran, green energy technology, Internet, cloud computing, and LTE will become the focus of the next phase of the communications industry and become the focus of China's mobile technology.

At present, the majority of mobile internet companies want to establish a good relationship with China Mobile, to provide operators, including industry solutions, value-added services, media operations and other aspects of support. Without operators, mobile internet business will be unable to operate, so the mobile internet ecosystem, which is dominated by China Mobile, has a very good foundation and natural advantage, the new strategy will bear more and more how to cultivate the ecological circle more robust and pragmatic. (More mobile Internet strategy analysis of China Mobile, see the president's Forum this period)

High-level interpretation of "16-word policy"

Xi, chairman of China Mobile: Intelligent Pipeline

From the network, the terminal, the application three aspects, the positive acceleration TD-SCDMA Development, the accurate construction, the effective development WLAN, LTE expands the scale experiment positively, impels LTE and the LTE FDD Fusion development, builds the global industrial chain.

Huang, dean of China Mobile Research Institute: Open Platform

The main job of the future operators is to promote the industrial chain to focus content and applications on a platform that is open and transparent for consumers to choose and use, and operators are the operator of the platform.

Shenhong, deputy general manager of data department, China Mobile Communications Group: Featured Business

Give full play to the advantages of operators, the choice to form a business pilot, brand unity, value innovation, competitive core business. China Mobile has now formed a relatively rich business system.

China Mobile Terminal Company General Manager Assistant Tangjian: Friendly interface

To the terminal and client-backed, to promote the terminal and business depth matching, to provide customers with a friendly business interface. Actively guide the terminal Enterprise to launch an intelligent terminal adapted to the requirements of mobile Internet service.