Mobile Internet entrance Lifting card position war operator transformation needs internal lead outreach

In the scramble for mobile internet portals, the footsteps of domestic internet companies have never stopped. 2013, the four major portals invariably upgrade the mobile Internet strategy, and adjust their respective organizational structure, set off a new round of entry card battle. Internet company's various initiatives have been released, gradually to the original telecommunications site infiltration, telecom operators how to deal with the relationship with Internet companies, how to achieve their own transformation and upgrade, embrace the arrival of the mobile internet era? In this, this reporter interviewed the well-known telecommunications experts Ma Jihua. Ma Jihua that the Internet companies to a certain extent, the impact of telecommunications operations, but the future of telecommunications operators should take advantage of the situation, and OTT business to form a cooperation and mutual win, but also themselves can meet the needs of users of information services to make a difference.

The application level of competition return of internet companies

The beginning of the snake, fresh, domestic internet companies invariably to adjust the structure, the goal is directed to the field of mobile Internet. NetEase CEO Ding Lei recently said that 2013 NetEase will invest heavily in mobile internet field, the first half of the implementation of a full range of product layout. Tencent, on the other hand, adjusts its organizational structure and splits up the mobile internet business Group, making it more focused on new product development, incubation and platform cultivation.

Internet companies to upgrade mobile Internet strategy, the layout of the measures are focused, but no exception to the mobile Internet entry card Battle of the tense atmosphere, after all, mobile internet tomorrow belongs to the prepared people. According to a recent report by Cisco, 41% of the world's mobile devices and fixtures are expected to support the IPV6 Internet Protocol by 2017, with WiFi-enabled wireless internet mobile devices reaching 10.3 billion units.

The battle for mobile internet portals has long been a long-standing struggle for Internet companies to seek the dominance of the mobile internet. From the initial development of mobile operating systems to the production of private-label handsets, and now retreated to mobile apps, internet companies ' mobile internet strategy follows market changes. Summing up the above layout measures can be seen, internet companies generally recognize the platform to aggregate resources, to build the center of the ecological circle of significance.

But in the mobile Internet arena can not be arbitrary, after a round of development, Android, iOS system a ride dust, internet companies sadly fold the phone field. The reality proves that the internet company itself belongs to the light assets company, try to carry out heavy assets business difficulties, from the line to the offline expansion of the success of the case is also very limited, the real advantage of Internet companies still in the application development above, to capture the mobile Internet, the first line of business opportunities, small applications can play the role of the leverage of the pawn.

The trend of flow product substitution Short Message Service

Technological change is not a sufficient condition for lifestyle changes, but it is an important force for lifestyle changes, especially in the field of communication. Recalling the past, SMS business turned out to lead the new upsurge of consumer thumb flying, and from the year of the snake, to micro-letter, micro-Bo for the representative of digital consumption is accelerating to the society every corner of the infiltration. China Mobile recently released the seven-day Chinese New Year data show that during the Spring Festival holiday, mobile data traffic doubled, growth 105%.

However, many market participants expected that the new year text message has not been greatly reduced, but again high. In micro-letter, micro-Bo and other applications hot, SMS business can achieve such results, showing its quite tenacious vitality. Jiangsu Mobile statistics show that New Year's Eve and lunar two days, Jiangsu mobile users send text messages about 1.696 billion, of which, New Year's Eve up to 1.2 billion, an increase of 8%.

Ma Jihua that the message of the precise transmission, fast and convenient features, as well as users use inertia, real-name real sincerity, is far from micro-letter comparable. The metabolism between the two kinds of business will not happen overnight, short message business volume, income is difficult to appear cliff-type decline. Although the micro-letter is a hot topic in recent two years, but fundamentally, micro-letter is now a small circle of trendy products, the need for a diffusion cycle, over the rapid development phase, can reach the wide acceptance of SMS and high-frequency utilization rate, the development of pry industry still need to play a question mark. However, the use of micro-credit, micro-blog and other social networks, reflecting the flow of products to replace the traditional SMS business trends, telecom operators how to break through the development dilemma on the table.

In fact, operators also recognize that the SMS business is gradually entering the stage of saturation phase, and from the new market, industry applications and other aspects of digging deep text message value, resulting in the increase in the text message business to a considerable extent to offset the decline in weekday SMS momentum. But only from the bad constantly SMS, voice market mining gold is obviously powerless, data services, mobile products is the key to the gorgeous transformation of telecom operators.

To evade the risk of pipeline in telecom industry

With the new application of micro-credit and micro-blogging as the leading trend, the industry has stepped up its potential for micro-credit, and compared the position of micro-letter and telecom carrier to the same platform, and even believes that micro-letter may shake the foundation of telecom operators. Li, China Mobile's president, had previously admitted that with the development of mobile Internet, traditional operators ' business was being hit hard, and OTT companies ' squeeze on traditional carriers was obvious.

However, the confrontation between the micro-trust and telecoms operators is now easing, and the two sides are looking for a new model of cooperation and mutual win. Recently, media reports, Tencent and Hong Kong operator Pccwmobile (Hong Kong Telecom) launched a micro-letter 8 Yuan Unlimited flow monthly package, in the package, 8 yuan (about 6.4 yuan) can use micro-letter services, text, voice, pictures, video are in use.

In this respect, Ma Jihua said that OTT business and telecommunications operators should not become the opposite sides of the two sides, mutual cooperation to achieve a common win is the best choice. Ott business accounts for the flow of telecom operators, but is unwilling to pay the cost, or the telecoms operators rough boycott OTT business, or direct launch of similar OTT business and internet companies to compete head-on, can not be long-term operation, the entire mobile internet industry also benefits outweigh the disadvantages. Therefore, in the OTT business surging situation, telecom operators need to homeopathy, but also must ensure that telecom operators to build the network enthusiasm, while assisting Internet companies to obtain benefits from cooperation.

In addition, telecom operators can avoid the pipeline risk through capital investment and enter into new value-added services, and realize their own transformation and upgrade. In the 3G era, mobile phone is no longer a single communication tool, but a comprehensive information services access tool, in this era, telecom operators based on the existing large number of users, stable network support, a wide range of service channels and other advantages, access to the Internet of things, emerging applications and other areas of development, both conditions and ability, It should make a difference.