Operator OTT Enterprise should win

Absrtact: With the call fee, SMS revenue decline, almost every operator shouted out the flow of operating slogans, but there are still many concerns about the flow of traffic management, many people think that traffic management slogan loud, but a variety of profit patterns, and wireless application of production

With the call fee, the decline of SMS revenue, almost every operator shouted out the slogan of traffic management, but there are still many concerns about flow management, many people think that the traffic management slogan is loud, but a variety of profit patterns, and wireless applications of too many products, consumers can not choose from millions of applications, in addition, How to deal with micro-letter and other OTT business relationship has become the industry's differences in traffic management.

Operators and OTT enterprises are incremental not to increase

In Guangdong Unicom recently hosted the "2013 Kapok will salon Pearl River" on the operators of intelligent pipelines and flow management issues, triggering the presence of people to debate.

Traffic management This word sounds professional, in fact, refers to the voice and traditional SMS other data business income, mainly rely on users to access the Internet and the use of data services.

According to statistics, the three major operators in 2012 have achieved rapid growth in the flow of revenue, China Mobile 2012 data business revenue than 2011 growth of 19.4%, occupy mobile revenue ratio of 29.7%. Among them, wireless internet traffic increased by 187.6% in 2011, revenue was 53.6% higher than last year, and the proportion of operating income reached 12.2%. China Unicom's annual mobile data traffic growth of 92% per cent, the growth rate significantly ahead of China Mobile and China Telecom.

In terms of ratio, China Unicom and Telecom mobile phone revenue in 2012 has exceeded or close to half of its total mobile revenues, China Mobile, although the voice income base is large, but the share of the non-phone revenue is close to 30%.

However, it is also pointed out that although the user's demand is no longer the phone, SMS, operators seem to be able to dig out their own value, but in fact, this is not the case.

Win Yu, a senior expert on traffic management at Huawei, said the issue of micro-credit charges, like the former, was more in fact, operators, micro-letters have not made money, are incremental do not increase, this is mainly due to the operator of the management of a lot of things to do, the increase does not increase the reason is the operator of their own management does not understand.

He said that users need a more complete system, more detailed analysis of data to continue to guide them to spend, but this ability in fact, we are relatively deficient.

Operator OTT Enterprise should win

In the development of China's communications industry, Guangdong has always been an experimental plot, in the 3G development, Guangdong Unicom is also the forerunner of the traffic operation.

China Unicom's mobile data flow increased 92% per cent year-on-year in 2012, according to China Unicom's earnings. At a recent Shenzhen it summit, China Unicom's chairman Chang also said that China Unicom 3G smartphone monthly traffic has reached 256M, and is growing at a higher rate.

Guangdong Unicom hosted the "2013 Kapok will salon Pearl River" on, Guangdong Unicom, the disclosure of data is even more alarming. As early as November 2011, Guangdong Unicom 3G traffic users accounted for more than 90%,2g traffic users accounted for more than 70%. 3G per household traffic to 180m,2g, 3G flow revenue and the penetration of the Internet are all beyond SMS. In other words, 1.5 ago, Guangdong Unicom has realized the flow of operating income more than voice, SMS.

However, Guangdong Unicom also said mixed, to objective analysis. Guangdong Unicom has developed five categories of mobile Internet products, including the cooperation with Sina Weibo "red collar", intelligent Communication Platform "Lark", mobile video platform "Yue TV", the Public application platform "wo-cube" and so on, all of these products are working with internet companies, The use of operators of intelligent pipelines and Internet company content or services, but also facing the entire mobile internet similar products too much competition environment.

In this connection, Ericsson related Department product manager Shang also said that OTT business should have individual packages, may need to pay some extra money, if the user accept this package, you can through the OTT service provider to the carrier network, operators to establish the corresponding services to ensure his experience, This mode is to ensure that the user experience, so that the user's stickiness is strengthened, is a double win.

Operators also need to learn to swim in muddy water

Some of the Internet companies involved in the forum also boldly said that the flow of business is not an operator, or even operators can not govern the matter, operators need to learn to swim in muddy water, rather than the past "mobile Dream Network" mode as a whole to operators as the core.

A person unwilling to give the name of the video site responsible for blunt, the current Internet companies think bottlenecks on at least two areas, the first is the quality of the network, that is, 3G speed is not fast enough. The second is the high network billing, this is the mobile Internet industry, especially the video industry, a bottleneck, hope that operators in these two basic functions to improve, "if there is no fast highway there is no car on the top walk, we do not lack of content, there is no shortage of products, in fact, the channel, fast access to the pipeline."

On the charges, she recommended a large number of directional flow, such as mobile phone video platform for "Yue TV" push-oriented flow package, so that watching video per m cost down, so that the total amount of video traffic can go up, the user's 3G traffic habits are also cultivated.

In this connection, Guangdong Unicom said: 3G network above the flow of users more than the stability of more than 90% per month, that is, the flow of users, in addition to a very few terminals may not support the Internet behavior, 2G Network also has 70% of the proportion of traffic, more than SMS, SMS is about 60%. On the 3G internet Business Directional flow package, China Unicom also in some provinces and cities conducted a pilot, there will be more.

In fact, a few days ago, Beijing unicom Flow query has been a separate account of the letter, rice chat and other business, which indicates that the operator of any Internet applications have the ability to separate billing, these Internet applications to launch a separate directional flow package can be done.