China Telecom's withdrawal operation is the next bubble?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Sohu It article/the Mao

After nearly a year, China Telecom and NetEase cooperation of the letter of the product announced more than 100 million registered users.

However, behind the beautiful data, is China Telecom is fully exit Ishin in the product, market, personnel and other aspects of day-to-day business management. And the real active users less than 10% of the letter, in the NetEase independent operation, will move to the next NetEase bubble or Tianyi live "premature death" of the same fate?

Wang Thinking Change

In Ishin announced more than 100 million registered users, the letter team more than internal staff to the author said: "China Telecom is a full exit from the day-to-day operation of the letter." It is reported that the original CEO Zhang, deputy general manager (from the original China Telecom Wing chat team leader) high intelligence has been left, at present by the original easy letter from NetEase Products General Manager Nan Liang as CEO, and products, personnel, market and other major departments are responsible for the operation of NetEase.

It is worth noting that, in the overall withdrawal of business management at the same time, China Telecom in the "Good voice," "where the father to go" and other spending hundreds of millions of yuan variety show advertising, still advocate including Tianyi 4G, Ishin and other business brands. So, what is the purpose of China Telecom in a retreat?

China Telecom Marketing department related personnel to the author, in the Easy letter brand and management of the retreat behind, is the chairman of China Telecom Wang Telecom independent internet business Management thinking change. In the past, operators in the "pipeline" concern under the development of a number of base business as the representative of the Internet business. But after several years of operation, China Telecom found that there is no task to achieve the same game with the private Internet enterprises in the specific business, on the contrary, the majority of the chicken and loss of business.

Under the background of the SASAC's demand that operators cut 40 billion costs, emphasize profitability, and change the tax rate of "Wang", the "radical faction" of the operators ' internal reform has finally resolved to "move the knife" to the telecom Internet service.

It is reported that China Telecom will gradually increase in Ishin, reading, incubation base, mobile phone payments and other business aspects of the Internet and other private capital cooperation efforts, "in the next joint venture, China Telecom will not be fully in accordance with the right to allocate the right to operate, small shareholders may also gain the right to operate. ”

At the year-end working conference of China Telecom held in July this year, Wang also clearly put forward the thinking strategy and transition target of "controlling control right and controlling right not holding" in the above-mentioned business. This means that, including Ishin and other internet services, China Telecom in the future will gradually withdraw from specific business operations. In the cloud computing, IoT and other business, and internet companies will set up a subsidiary, in order to business development or even give up the control of subsidiaries.

China Telecom Group Enterprise Customer Products Department of the author revealed that in cooperation with private Internet enterprises, "China Telecom is eating too much loss." In April 2013, Wang to Hangzhou to visit Alibaba Chairman Ma Yun, but Ma Yun hope that China Telecom can Taobao and other Alibaba business to provide better customization services, such as "Double 11" during the Taobao and the Cat Web page to open faster, and mobile phone business to the national telecommunications users "free flow" and so on, But China Telecom, the base carrier, is still unable to provide this End-to-end QoS service.

According to media reports, before this 2007, Ma Yun has sought help from China Telecom, hoping to expand the export bandwidth to replace part of the CDN, the data center in Hangzhou to relocate to Gansu Jiuquan. "Taobao saves 100 million yuan a year, and Taobao is willing to take out 60 million as a cooperative fund." "For telecommunications at that time, because unable to achieve the National Data center business integration, unable to provide a unified service, the final cooperation has not been successful."

After two unsuccessful cooperation, according to people familiar with the comments, said Ma, "China Telecom is not the optical fiber Mody", it shows the contempt of the telecom operators. Before this, Ma Yun was still in the "Chinese Yellow Pages", a number of visits to China Telecom, but "the door of the telecommunications leadership can not go in." Between 20, the change was Shixi. And Wang also in several times with the internet giant after the failure, launched a "new business focus on the mixed ownership of the direction of a new telecommunications" strategy reform.

Easy to believe 100 million where do users come from?

According to the letter published data, its August 19, 2013 on line, a day within the user breakthrough 1 million, two-month breakthrough 30 million, four months to 51.9 million, this May 80 million, July breakthrough 100 million.

And China Telecom Shandong Company, Guangdong Company, Zhejiang Company and other provinces branch staff to the author confirmed that the letter is not included in its work KPI. So in the development of micro-trust today, Yi Sin-jin can get the user's explosive growth? What are the main channels for acquiring users? How many real active users are there?

China Telecom Innovation Division related personnel to the author that the growth of users of easy to believe that the main channels:

1, the early Ishin to send the telephone, send the flow to obtain the user;

2, China Telecom through Love games, love music and other registered channels to promote users;

3, NetEase through NetEase mailbox, NetEase games and other registered channels to promote users;

4, through the main international free voice call (not open to domestic users) access to users, such as from the United States back to the mainland China easy to credit households accounted for the most, in a year time to dial up to 580,000 times;

5, telecom and NetEase internal staff, family, and business partners;

6, through the variety show and other advertising, access to some users.

Combined with the above information, also confirmed that the letter is not actually included for operators, the most effective provincial company KPI channels, nor for mobile applications, the most direct telecommunications custom-made machine pre-installed channels. The China Telecom Innovation Division employees to the author said, easy to open the external data is active users 30%, "and in fact, less than 10%, also in 6%-8%." In other words, easy to believe active users between 6.008 billion, and easy to believe the official publication of the data is far away, 100 million registered users more for corporate propaganda purposes.

Easy letter will become the next NetEase bubble or Sky wing live?

Before the letter, China Telecom, through cooperation with Microsoft, launched in 2009 IM products Tianyi live, and in the custom-made mobile phone all pre-installed, but did not change the fate of its premature death. NetEase in November 2002 launched The Independent IM products NetEase bubble, also be Ding lei as the company "strategic grade" products, business operations directly to their own report, and invested heavily in publicity, but also failed to change the NetEase bubble products in May 2010 of the premature death.

So, with the overall day-to-day operation and management of China Telecom, less than 10% of the real active users of the letter, the new challenges they are facing?

1, user access channels. As a carrier of China Telecom, not through the provincial company KPI and mobile phone pre-installed two most effective way to promote micro-letter, also means that netease in the future must be through autonomous channels to obtain new users, as well as maintain active degree. This will be a great test for the NetEase team, which lacks social product operations.

2, telecom advertising is not sustainable. According to China Telecom Market department related personnel said, China Telecom in the "Chinese Good voice", "where the father" and so spend hundreds of millions of yuan variety show advertising, is actually in the FDD official license not issued a specific point of time, for the market and brand propaganda helpless, the sky Wing 4 G is the flagship brand, Ishin is only a means of maintaining the user's participation in the comprehensive arts activities. With this October-December or so FDD license issued officially, telecom for variety show will be put to an ending.

3, internal staff do not recognize. In fact, as more senior executives resign, the uncertainty of the future is greatly increased. The original wing chat team from the former Chinese telecom staff is expected to return to the internal telecommunications system, and NetEase current management staff gap is deeper. And for China Telecom Group and provincial companies, the letter is considered as unrelated to telecommunications products, almost no longer pay attention to and use.

4, NetEase and telecommunications cooperation is gradually further away. As China Telecom gradually withdrew day-to-day management, its high-level including Wang has rarely mentioned easy letter, and Ding Lei is easy to believe as "NetEase continued to invest in three years of flagship products", and frequently for its platform. However, let Ding lei and the current operation of the team is not happy, as accounted for 27% of the "small shareholder", but also monthly to the shares accounted for more than 73% of the "big shareholder" China Telecom work report. Ding lei before in the mail in the slot said: "I am more pressure than you, telecom people every day will ask me all kinds of data, I first have the feeling of working." "With the easy to believe that the real operation of data more and more ugly, netease and telecommunications cooperation is doomed will not be smooth."

5, three years "time". Ding Lei said that "three years of continuous investment", also means that the time for the credibility of the product test is three years. From the current point of view, if you can not find more development of user channels, the lack of user activation means, in the micro-platform and ecological increasingly perfect trend, coupled with mobile phone QQ product backlog, as well as the end of China Mobile target through the user communications "fusion communications" products of a series of shocks, Ishin can hold on for another year.

For Ding Lei, Yi Xin will become the next bubble? For China Telecom, in the FDD license issuance time is undecided, the main business is under the impact of the situation, there really will be joint netease against micro-letter ambitions?