"Silicon Valley View" virtual operator loss-Ring user Main market segment

May 19, 999 free card distribution center in the snail mobile Suzhou headquarters to start, marking the "free card" put number into the countdown. As one of the first 19 companies to obtain licences for virtual operators, snails are the only gaming company. According to the plan, from May 21 onwards, the distribution staff will be more than 30,000 pieces of courier 170th Mobile phone card to the appointment of user hands. It is also the virtual operator of the second official launch card after the phone world.





into the May, the virtual operators began to set the number, only last week, Ali, Suning, Jingdong, di-letter, such as the licensing of several enterprises have issued a brand, open appointment. Ali May 12 released the "pro-heart" brand, at the same time, open an appointment, but did not disclose the specific tariff situation; May 17, Beijing-east of the Beijing-East Communications, Suning's suning interconnection at the same time open an appointment, two said that the number of different ownership of the same, call, flow rates and other national standards, no roaming fees.





According to the 21st Century Economic Report reporter statistics, of the 19 virtual operators, 11 have announced their booking and release schedules, 8 have announced detailed tariff standards, 17 have identified customer service numbers (except 35 interconnection, phone world), and 18 have identified future business directions (except for technology).





's noisy virtual operators are starting to hit the ground. Snail CEO Sihai in an interview with the 21st century Economic report, said the virtual operator's advantage is certainly not the price, but in some market segments, focusing on business and services. Zhong Renbo, director of the China-Mai Communications and Information Security Department, the bus's resale business brand, also told reporters that it would not direct the price war with traditional operators, but rather explore specific industry users, targeting specific groups of people.





Zhong Renbo also said that virtual operators do not have the price advantage, from the traditional operators to get the price is about 60 percent, but when they promote, some of the package costs have been lower than 60 percent of the price.





Loss Ring User





April 10, the snail announced its "free" card brand, and synchronized open appointment. According to Sihai, one months of time to make a breakthrough in the number of 30,000, and its price from the original 399 yuan adjusted to 599 yuan, still in short supply. It also brought happiness to him, "the more you sell, the more you get." ”





Sihai said that the virtual operators in the country is a new thing, as the first batch of enterprises need to nurture the market, so there will be a very long investment period. BEIJING-East Communications general manager Pao last week also said that the Beijing-East Communications in the east of Beijing is not profit center, the purpose is to better serve the Beijing-East members, the current profit is not the target and demand, Jingdong communications will be the long-term Beijing-East group cost center.





It is understood that the current cost of the major virtual operators mainly include the cost of communication traffic, business card production costs, systems and customer service center construction, promotional costs and tariff subsidies. A virtual operator said, according to the current 60 percent of the wholesale price, the flow rate of 0.12 yuan/m, voice costs 0.1 yuan/min. and Jingdong communications resale to the user price only 0.15 yuan/M, plus a variety of promotional, human costs, the inevitable upside down phenomenon. The model of the snail is a one-time price of 599 yuan, half a year voice call free, half a year to give a monthly 500M national traffic, another zero-monthly rent, flow of two years not clear zero. At cost price, only the flow cost of 360 yuan cost, also does not include voice calls. Therefore, it is not difficult to understand the snail-free card from the original 399 yuan adjusted to 599 yuan.





for the three major operators of the problem, traffic is not clear 0, to package, no monthly rent to become the standard of virtual operators. Sihai said that at present only through such a way to quickly seize the market, the first brand.





price advantage to lose, in order to quickly seize this market, the company can only be in the promotion of spare no effort. Suning Interconnection launched in Suning stores, Suning easy to purchase a certain amount can be presented to suning Internet traffic, voice, Suning interconnection card users in the industry also enjoy the exclusive purchase discount.





channel, the snail using pure network sales. Sihai said that under the cable agent to seek cooperation, he refused. Users need to make an appointment through the Snail official website, fill in the information, and upload himself and ID photos, after receiving the card must be my signature confirmation. And for Suning interconnection, it will be combined with the electric business platform and the line of powerful store channels for booking sales. In 19 virtual operators, the telephone world, Eschde, music language, Di-Tong, audio and telecommunications, such as the vast network of offline channels as their own advantages.





According to Sihai said, the snail's Customer service center has been set up, customer service staff more than 100 people, but currently can not achieve the national direct call snail customer service number 10040, is being reported to the relevant departments to get through the whole system.





According to the 21st century economic reporter, although paragraph 170th was gradually put into the market, the function was still deficient. For example, when a user registers a website, if 170 calls are reserved, the user will not receive authentication information. Because the three major operators are not connected with the relevant sites, many virtual operators have been calling for faster docking pace.





Main Segment Market





19 virtual operators can be roughly divided into the following categories: To Ali, Suning as the representative of the electric business enterprise, to the telephone world, Eschde as the representative of the electronic products Channel company, the north latitude communication, China Xiang Joint letter for the representative of the Communications service provider; In addition, the game company snail, shipping Enterprise Changjiang era, Mobile Media bus online and so very subdivided industry companies.





can't spell the price of the application has become the virtual operators of the choice. From the current development path of the major virtual operators, all choose to take the lead in combining the company's main business to launch related products, and then to open, and other enterprises, but adhere to market segments.





Virtual carrier era, the SIM card represents not only communication, but integrated services. Su Ning accepts 21st century Economic report reporter interview, Su ning obtains the connection "the Cloud" and "the end" the intelligent pipeline, the Suning interconnection devotes to create the mobile interconnection ecology Circle, connects the social leisure, the video entertainment, the line on-line shopping, the financial management, the intelligent home, the vehicle networking and so on many services Also means that suning Internet card is not only a communication card, but also the integration of communications, life, entertainment, finance, International, sports and other privileges. Can imagine, use Suning Interconnection 170 cards, in its pplive mobile end to watch video can enjoy traffic concessions.





Ali and Jingdong will take the same idea, in the mobile internet era, its business will be assembled into a SIM card. According to Ali's plan, the future will be flowmeter charges as the core, combined with Taobao, cat, Big Data, cloud computing and cloud OS mobile operating system innovation. But did not publish the specific way,





snails are trying to plough deep into the game field. Before its launch free download game App Store "free store". If the user uses its 170 free card, its voice call pack will be pushed daily to the store-free, and the user must enter the store-free download. Sihai said the increase in store-free traffic, driving the game to download. In the future, free-card and store-free will get through, the user through the free store download game traffic will also be included in the card-free traffic.





In addition, such as the Yangtze River Shipping, Huaxiang, and so on the main enterprise-class users, the former will be in the shipping information products and services for innovation, such as electronic river Map navigation, electronic visa processing, ship positioning monitoring applications.





Zhong Renbo said that the three major operators to provide a number of basic services, for some market segments of the professional needs, relatively small, by virtual operators to do. The future of bus online will provide some customized services for enterprise users, such as internal communications.





get virtual carrier license does not mean "self-fat", only limited to the business itself, this will be an open market. However, the virtual operators said that the current unicom and other operators are still debugging, do not allow virtual operators to provide services to other enterprise customers, is not expected to open until mid-June.