Reflection on the development of cloud computing and profit model of telecom operators

I. INTRODUCTION

At present, the world is in the beginning of the third wave of information technology revolution, cloud computing will become the latest "subversive" force to promote social productivity, promote the overall information level of society, and completely subvert the current business model and system. According to Gartner, Global cloud computing services are about $100 billion trillion in 2012, with annual growth expected to exceed 20% per cent in the next few years, and 176.8 billion trillion dollars in the global cloud computing services market in 2015.

Cloud computing in its broadest sense includes the infrastructure, the service (IaaS) layer, the Platform, the Service (PaaS) layer, and the Software as a service (SaaS) layer. From the perspective of telecom operators, cloud computing is a new computing method and business model, through virtualization, distributed processing and broadband network technology, in a "Plug and Play" approach, computing, storage, network and other IT infrastructure and its development platform, software and other services, abstract into efficient, flexible, operational, The Public information processing resources can be managed, through the public communication network, to provide users with dynamic scalable information processing capability and application service in the form of service on demand, and the users pay according to the actual usage quantity.

Ii. the significance of the operators ' development of cloud computing

2.1 Unparalleled innate advantage

Telecom operators to develop cloud computing has a unique five advantages.

(1) Network advantages: covering the national wireless or wired access capabilities, a strong load capacity, a reasonable data center layout and effective content distribution system provides an important network foundation, can provide users with efficient, convenient and reliable service;

(2) Credit Advantage: Security and reliability is the biggest problem of cloud computing, with super large central-level telecom operators have a very high social awareness, credibility and credibility, in terms of user security and privacy has been recognized by users;

(3) Differentiation advantages: Compared with Internet service providers, telecom operators have the telecommunications capabilities of SMS, MMS and positioning, if these capabilities are opened, can provide more personalized and diversified services;

(4) Channel advantages: Telecom operators can use their industrial influence, in the standardization of the formulation of norms and marketing channels to actively guide the formation of industrial development scale advantages.

(5) User advantage: Telecom operators have incomparable advantages of users, give full play to the characteristics of large user base, can quickly occupy a large number of areas in the market share.

2.2 The malpractice of traditional business needs to be solved

The traditional internal support of telecom operators and the development of external business mode have the following four problems:

(1) The silo-type construction of the business platform restricts the sharing of resources and the ability of unified management of the business;

(2) Province-centric business platform development, operators and developers a high degree of coupling, there is a poor commonality, maintenance costs high drawbacks.

(3) Transport and peacekeeping management is more decentralized, did not form a unified brand management, customer service standards, large-scale development is limited;

(4) The service platform is low in opening degree, the ability of individuation service is weak, the kind is not rich enough, the new business line cycle is long.

Cloud computing is a tool to solve the traditional business malpractice of telecom operators. By utilizing the virtualization technology in cloud computing, we can provide flexible resource supply and unified development platform, integrate multiple silo-type business platform to achieve low-cost and efficient operation through unified development, deployment, maintenance and management, on the basis of increasing generality and increasing resource utilization.

2.3 Effective ways to develop innovative business

The game between telecom operators and OTT service providers has long been a hot topic in the industry. According to the Ministry of Industry issued the "January-February National Telecommunications Statistical Express", 2013 1-February point to point SMS sent a year-on-year decline of 10.6%. In the face of traditional voice/short color business began to decline, and its own OTT application and development unfavorable situation, the natural choice of telecom operators is to quickly promote the traditional business upgrade and evolution, the use of a large user base and interconnection of natural advantages, play the network effect, guide users to return to the operator's new communication services. Cloud computing plays an important role in this process of transformation. Telecom operators can use the PAAs platform, to provide third-party developers with a unified security isolation, flexible expansion, load-balanced software research and development platform, give full play to the telecom operators of the high value of telecommunications capabilities, for value-added application developers to provide application development services, reduce the developers to participate in the threshold and cost, gather developer innovation power, To provide users with a huge, rich, fast and updated personalized applications.

2.4 Development of large data base

Building a cloud computing platform is the basis for telecom operators to develop large data. The telecommunications industry has been very focused on data collection and statistical analysis. At present, in BSS, OSS, CRM systems, telecom operators have deployed a large number of relational databases and data warehouses. This kind of data tool mainly deals with the data, resource information or the record of the conversation form during the operation of Telecom. However, with the development of IoT and the diversification of Internet application, the large amount of data, such as High-definition video, blog and so on, has put forward higher requirements for the traditional data processing ability and efficiency of telecom operators. It has become an inevitable trend to build cloud computing platform, use its distributed storage capacity to store massive data, and use distributed computing to analyze and excavate large data.

Probe into the model of the operators ' developing cloud computing

3.1 Carrier built cloud computing platform

In this mode, operators set up the corresponding Department of Cloud computing, responsible for the development of norms and build platforms. For example, the China Mobile Communications Institute is responsible for the development of the mobile Big Cloud project.

The advantage of the operator's own cloud computing platform is that it can take advantage of the vast network infrastructure and data centers across the country, provide 7 * 24 hours of reliable service; in the panoramic view of the entire cloud computing platform, develop a unified development standards and norms, based on existing electronic or physical channels, to create a "cloud tube end" Cloud computing industry ecological chain, using its many years of large-scale operation experience, to drive the development of the entire industry.

The disadvantage of the operator's own cloud computing platform lies in the following three points:

(1) The organization structure that does not adapt. The organization structure of telecom operators adapts to the traditional network construction and maintenance, the decision-making process is complex and the decision-making cycle is long. Therefore, the development of new business needs layers of approval, once the strategy is formulated, it is difficult to modify within a short period of time, operators generally have a slow product upgrades, market smell is not sensitive phenomenon.

(2) innovation is inert. Telecoms operators are accustomed to the position of their industry leaders, and the high profits of existing businesses tend to make them transition-inert. In addition, because of the lack of innovative DNA, operators are also not adapted to the competitive environment in the Internet arena.

(3) Talent reserves and incentives. On the one hand, operators need to train and introduce technical team to adapt to the development of new business; On the other hand, in the recent pay cut and the impact of the system, operators need to motivate the existing staff, improve staff initiative, to achieve their best.

3.2 Operators and Internet companies build a cloud computing platform

Operators to introduce Internet enterprises, through the establishment of PAAs platform, to open up differentiated telecommunications capabilities, to bring innovation vitality. For example, China Telecom and Alibaba to achieve strategic cooperation, the provision of computer rooms and servers by China Telecom, Alibaba will its flying cloud operating system deployed in the Chinese telecom Engine room server, the external provision of cloud computing services.

The advantage of this model is that the operator can use the powerful network ability, supporting facilities, such as the mature data center and other core advantages, for the Internet enterprises to provide reliable and efficient infrastructure infrastructure; Internet enterprises can play their mobile strong, smell sensitive advantages, promote both business development and product extension, sharing and exchange of promotional channels , on the basis of deep cooperation, we should build a winning industrial chain and ecological system to promote information consumption together. In addition, the telecom operators with the background of the central enterprises have a high degree of social awareness, credibility and credibility, can assume more government, medical and educational projects, such as E-government cloud, such as the construction of proprietary cloud.

The disadvantage of this model is that telecom operators, in addition to providing a strong infrastructure and open telecommunications capabilities, do not have access to the core technologies of Internet companies. In order to reduce the trend of telecom operators to pipeline, telecom operators should cultivate technical backbone in cooperation, improve their own technology accumulation, timely change their operating mode and business model, as the leader of intelligent pipeline.

Four, operators cloud computing profit thinking exploration

In the past, telecom operators realized the profits of cloud computing by providing online storage and virtual computing resources. In order to find the breakthrough point of cloud computing profit, telecom operators must start from the way of constructing "cloud tube end", and grasp the opportunity of triple net integration and broadband China to promote information consumption.

4.1 Clouds

Build the appropriate IaaS platform and PAAs platform through cloud computing technology.

(1) Resources for rent. Cloud computing platform must first meet the needs of computing and storage of massive data. By renting out the computing and storage capabilities of the IaaS platform, it provides a high reliable, resilient, and portable computing and storage resource, charging the corresponding costs.

(2) Open platform. Follow the development of mobile Internet, set up mobile market Alliance, through PAAs platform, speed up the telecom capacity of operators (such as short color, WAP, positioning, etc.), attract the third party developers, develop personalized software for end users. Third-party software developers charge end-user fees for software and purchases of virtual goods, and the operators and third party developers divide by the agreed proportions.

(3) Large data innovation. With a centralized cloud computing platform, you can advance the unified data format. The collection and storage of massive amounts of data collected in cloud computing platforms is permitted and not violated by national policy. Performs ETL operations on data provided by third parties and joins the data Warehouse or data mart. By using the distributed computing technology such as Hadoop and Dremel to analyze the massive data, the industry reports and data can optimize the operation mode of operators, judge the development situation of the industry, and sell to the corresponding consulting agencies to obtain the corresponding expenses.

4.2 Pipe

Operators to Hspa/lte, FTTx, NG-CDN to build a new generation of network infrastructure, handling the problem of mass information transmission.

(1) Differentiated network services. Different from the traditional internet transmission mechanism, telecom operators can use their huge network infrastructure, through the SDN (software Definition Network) technology to ensure the network QoS, to provide users with short time delay, high reliability and flexibility of the boutique network, reflect the advantages of differentiation, the collection of specific value-added costs.

(2) Advertising business. Follow the pattern of Internet advertising, based on the PAAs platform and Mobile Application Alliance, the telecom operator's joint advertising provider, through Third-party applications, delivers accurate advertising to end users, collects fees from advertisers, and subsidizes a portion of the profits to third-party application developers to motivate them to develop high-quality products with high user bonding.

(3) Internet TV and video business. Grasp the opportunity of convergence and broadband China, follow the internet TV industry, on the one hand, to attract content providers to store huge amounts of data to the cloud computing platform, generate profits; On the other hand, through the national CDN distributed content, traffic isolation and charges for high-definition video to provide high QoS transmission, For the future television advertising to network television to lay the foundation for the transfer.

4.3 terminal

Terminal entrance is a battleground for telecom operators ' cloud computing. The total number of mobile internet users has reached 817 million, with the proportion of unimpressed users reaching 34.5%, according to the Ministry of Industry's economic operation October 2013. At present, the development of user terminals is diverse (PC-side, handset-side, set-top box, etc.), intellectualization (popularity of Android and iOS), portability (appearance of wearing devices such as Google glasses and Samsung Gear) and the trend of mobile (popularity of tablet computers such as laptops and ipads).

Innovation and differentiation are key to the success of mobile internet. In order to give full play to the effect of cloud computing, telecom operators should strive to create a personalized mobile application market, using a large number of user base to attract mobile applications developers. In the mobile application market, according to the bidding rankings and other incentives, the emerging applications to get rid of the long tail effect of the shackles, pushed to the audience users, improve the exposure and permeability of emerging applications, promote benign competition in software, to provide users with better service.

V. Concluding remarks

Under the tide of the third information technology revolution in the world, telecom operators should seize the opportunity, vigorously develop the cloud computing technology, introduce the Internet gene, inspire the innovation potential, effectively solve the traditional business malpractice of telecom operators, and lay a solid foundation for the future large data analysis. This paper probes into the mode and profit thinking of the operators ' development of cloud computing, in which, it attaches importance to the open differentiated telecom capability, provides the flexibility and agility of the PAAs platform to the Internet enterprise, constructs the benign ecological environment of "cloud tube End", and becomes the key factor that telecom operators can not ignore.