Free flow, operator traffic management new play?

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Before the lunar calendar year, Oupeng Browser, Youku potatoes and 360, the front and back feet announced a free flow plan.

Oupeng Browser then announced that China Mobile Beijing users through the Oupeng browser-free version of the Internet, in the open traffic-free service, in addition to watching video and download software will be free of traffic.

and excellent library, potato plan is the Chinese New Year during the Beijing and Guangdong mobile users over the cool potato client watch video phone traffic free of charge.

360 is in 360 mobile phone assistants to launch a free flow zone, download the software can be free of traffic.

When users enjoy a variety of "free flow" services, and watch the major internet giants around "traffic" began to pinch, everyone seems to forget to provide "traffic" the basic services of mobile operators.

The arrival of the OTT era

Mobile internet has flourished in recent years, and the operators that provide the basic services should be the most beautiful.

But the reality is not so optimistic, as the mobile network faster and faster, the terminal function is more and more powerful, before some must rely on operators can do things, now through a similar micro-letter such as OTT (over the top) services can be completed.

From the Ministry of Industry announced the 2014 Spring Festival period of communication operations, the Chinese New Year holiday during the traditional business operators have shrunk.

According to the statistics on New Year's Eve, the text sent a 8% decline in the number of New Year's Eve 2013, mobile phone conversation hours cumulative, only three-fourths of weekday calls.

On the other hand, the 2014 New Year's Eve micro-letter message sent twice times the amount of 2013. New Year's Eve to When初七because in the eight days of the national mobile phone users consumed 36.746 million G mobile Internet access traffic, the average use of 46.6M per user, a higher than normal traffic 25.3% (through the number of home WiFi access is not in the statistics).

As you can see, "traffic" is becoming more and more important for mobile phone users, and traditional voice messaging needs have begun to decline. At this time the development of more "flow" products for the operators to become more and more important.

Free lunch is not free

As early as March 2013, on the Unicom single-row micro-letter traffic events in the community caused a hot debate. In fact, this is only China Unicom launched a directional flow service test.

By July 30, 2013, China Unicom Guangdong Company and Tencent officially announced "micro-letter Wo card" details and packages, the application of directional flow into the operator's official business has been referred to the public view.

And then the Internet companies launched the "Free Flow" service is actually directional flow services in another form, and "micro-card" is different, consumers do not directly pay the flow costs, and the application of the manufacturers bear the cost of the flow of consumers, that is, the so-called "after the charge."

According to 360 mobile phone assistant Tao Weihua penetration, 360 mobile phone assistant "free flow" on the line, 360 has been for more than 200 million trillion of traffic to pay. When consumers enjoy free flow, the cost of the pay side is actually very large.

360 also frankly, the flow of free is only a pilot, and not completely liberalized, which is a big worry is that the current flow of the cost is not low, completely open up fear can not withstand the cost of huge flow.

New situation, new play

In fact, when the initial outflow of micro-credit flow package, all media speculation is: operators to start to the micro-letter charges!

This statement is not entirely wrong, whether it is "micro-letter Wo Card" package, or through free flow activities to achieve "after the charge", its form is through the breakdown of traffic, the development of a new charge flow business.

Such a business, even for operators, is very new, so that at first it seems that everyone has not figured out what these "directional traffic" can do.

Even now, the operators have misgivings about the operation, though they have tried.

Tao Weihua said that in the beginning and the operation of the negotiations, the operator thought of the first question is whether this will lead to traffic is "low price"-due to the bulk of the procurement, 360 of the flow of money to pay a lot lower than the price of a single customer.

But after the trial, operators found that "free flow" although reduced the rate of flow, but significantly improve the users of the flow of the use of enthusiasm.

Tao Weihua revealed that in the introduction of "Free flow zone" after the consumer download habits have changed a lot, he revealed that after the launch of the relevant zone "before the 30% people with 3G to now 70% of people with 3G (using 360 security Assistant download software)." ”

So in the first breakthrough in Jiangsu Telecom after the pilot, on the flow of "sale" concerns have eased, Beijing Mobile, Guangdong Mobile cooperation has been discussed.

For internet companies, such cooperation also brings about a new mode of operation. Besides being a traffic "red envelope" like Youku and Oupeng, it can be used to develop new businesses.

For example, 360 aspects of the future is to be "free flow zone" into a similar app store "restricted zone", as long as the relevant flow costs and promotional costs can reach break-even point, this thing can be done, become a normal business has been carried out.

It can be said that with the continuous development of mobile internet, operators are "lying to make money" era has passed. And traffic management will slowly become the main operators of profit points.

Recently, China Telecom group launched its so-called "comprehensive platform" in Guangzhou, Tencent, Baidu, Alibaba and many other Internet companies have signed up. "Post-charging" is the focus of the platform.

Believe that with the operators of the flow of continuous in-depth refinement as well as the continuous development of internet enterprises, a variety of new types of flow services will emerge.