Free WiFi battle operators and internet giants who can laugh to the last

Free Wi-Fi has been on fire for nearly two years. Especially in 2014, BAT, 360 and other internet giants have entered the bureau. A few days ago, traditional enterprises in China Ping An also announced the introduction of 0 free Wi-Fi. Free Wi-Fi as an important portal for mobile interconnection, can not only encirclements app users, but also to establish a corporate brand image, become a battleground. Before judging the trend of free Wi-Fi wars, you need to understand two things: first, what is the current stage of Wi-Fi commercialization? From the current analysis of the direction of development, Wi-Fi commercialization is divided into four stages: traditional cloth network, simple entry of the dispute, O2O scene contention, the user large data controversy. The traditional network stage has been passed by the telecom operators, has formed a certain scale. In the past two years in a simple entry stage, through Wi-Fi to develop users or through Third-party advertising to make a profit. Next to develop is the O2O scene of contention, Wi-Fi hotspot becomes an important O2O connection point, internet companies are looking at this tuyere. For users of large data contention, is relatively distant things. Second, what are the players who are involved in the Wi-Fi war, and where are they? In simple terms, there are network providers and network operators. Telecom operators are the main providers of the Web, and some third-party companies such as Michael Dee are committed to this. In the role of network operators, also include telecommunications operators, as well as internet companies, traditional enterprise giants. In the Wi-Fi competition, the traditional enterprises less participants, and the demand is relatively simple, currently only the development of users, service users. There are both fierce competition and close cooperation between telecom operators and internet giants. After understanding these two issues, we analyze the free Wi-Fi dispute between telecom operators and internet giants. First, the telecom operators deep internal strength, into can occupy Tau, retreat can become the Internet Enterprise partner telecom operators by virtue of years of operation, compared with the internet giants, has a certain advantage: 1, telecommunications, mobile, Unicom has a huge user advantage. The three operators have mobile users close to 1.3 billion, almost 1 phone numbers per person, especially below the second-tier cities, the use of the basic network of telecommunications operators. Users of telecommunications operators network quality of trust is relatively high, based on the network user base, telecom operators launched Wi-Fi network is also trusted and welcome. 2, after more than 10 years of network construction, the three major telecom operators Wi-Fi hotspot coverage has become a scale, the deployment of hot more than 6 million, in many cities can be said to be within reach, regional differences are small. It can be said that the current national fixed-network construction is basically the telecommunications operators in the conduct, if there is no fixed network basis, most Wi-Fi will be source, castles in the castle. But the telecom operators Wi-Fi operation has been tepid, user experience is poor, bring income flat, mainly because of the relatively old thinking concept, mechanism constraints and the lack of internet genes. In the face of the impact of Internet enterprises, telecom operators have also made corresponding changes. One of the important strategiesis to explore new ways to play in the free Wi-Fi field. For example, the flow of telecommunications in the case of the launch of the "free Wi-Fi" feature in June 2014, has covered the three major operators Wi-Fi hotspot, compared with the third party hotspot, its coverage of a wide range of high quality network, safe and reliable; With the traditional operator Wi-Fi need to carry out cumbersome page certification compared with a more convenient experience, you can directly verify the use of the login. And the biggest innovation is to create a traffic trading platform, connecting enterprises and users, integration of both demand and interaction, formed a good profit model. For enterprises, in the flow of treasure set tasks, games and other activities, in the user to achieve the task, to do the game process, to earn the required flow of money, the enterprise has reached the promotion of their own purposes, even at a lower cost to obtain users. For users, you can through the game, access to free flow of money, you can exchange three networks operating network traffic or Wi-Fi time, the scope of application is very wide. Of course, telecom operators in the free Wi-Fi business process, there are still many difficulties. Success depends on their ability to "go telecom". If the worst-case scenario is the case, it is the telecoms operators that offer the user-oriented operations that provide the network base for Internet companies, even if, as conduits, telecoms operators are beneficiaries. Second, the internet giant menacing, but the profit model is afraid to get into trouble, whether sustainable, large-scale operation to be observed several major internet giants have seen the value of Wi-Fi, whether as a simple entry for the development of users, or as a O2O entrance into the traditional industry, so have layout. 1, Tencent announced last September, the United Optical Network and other domestic 10 commercial Wi-Fi service providers set up a secure Wi-Fi Alliance, known to have achieved the 10000+ Ultra, 15000+ Café, 35000+ restaurant coverage will also be commercial Wi-Fi Express, commitment to open platform. In the field of intelligent hardware has "universal Wi-Fi", based on Wi-Fi and other networks of micro-mail phone more lethal. 2, Ali Communications launched a nationwide coverage of free Wi-Fi services. January 23, the virtual operator Ali Communications "Amoy-Wi-Fi" application officially online. Users through the Taobao account login to the mobile software, free to use, including the three major operators in the country 6 million hot spots. 1 hours a day free internet access, time is not enough to "gold coin Exchange", there are a variety of ways to "earn" Internet traffic, trading. 3, 360 in free Wi-Fi is also not small. September 2014, Zhou 360 free Wi-Fi projects to the highest level: 2014 goal is to achieve the industry second, 2015 years ago three months to become the first. 360 of the mobile phone assistants and 360 mobile phone guards have been adjusted to the "free Wi-Fi" content. Baidu, millet and other related layout, not detailed description. It can be seen that the Internet enterprise coverage of the hot basic contains a certain network of telecommunications operatorsAnd third party-provided networks. Although these look very lively, but there are some defects. First, Wi-Fi has its own technical flaws. Mobile Business Support System Ningyu director said that Wi-Fi itself exists in the technical defects gradually exposed, non-telecom-grade equipment quality and lack of professional operational capacity, but also increased the difficulty of solving problems. This will have some hidden dangers to the quality of Wi-Fi service. Second, Wi-Fi construction period is longer. E Road Wi-Fi related people to the media, the company in Beijing to deploy free Wi-Fi, the early use of Huawei's network facilities, because the standard is not uniform, can not continue, now switch to the company's Wi-Fi facilities, due to the system upgrades, delayed a few years. Internet companies work with a number of third-party Wi-Fi providers and are not guaranteed to cover progress and scope. Third, internet companies in the Wi-Fi profit model is not mature. Forced bomb screen, advertising revenue and so small, difficult to cover the relevant operating costs. A Wi-Fi operator told the newsletter Life, the introduction of free Wi-Fi app has just begun, only a small amount of information such as push, the application is still in the planning stage, the number of users, talk about making money for fashion early. BAT goal is not to make money, in the exploration of O2O scene mode, but also in the initial stage of training users. But if you blindly throw money inside, but can not achieve large-scale operation, bat is difficult to put it up to the group strategy, at best, a few small departments. The Big three flaws will leave the internet giants free, and Wi-Fi can be a gimmick. As the newsletter learned, due to many disagreements, slow progress, the internet giant's free Wi-Fi program has been stopped. The threat to the entry of traditional enterprises is not very large. Wanda in free Wi-Fi layout earlier, but always stay in the localization service phase, in the scene of the debate there is a certain space, but it is not the focus of their development. China's peaceful movement is not small, but the current investment is only used to develop customers, to provide more value-added services to customers. Long-term goal is to collect and analyze user data, and then better development of internet finance, can be in the future of large data contention occupies a place, remains to be seen.