Survival of virtual operators in foreign countries

December 2013, the Ministry of Industry to Beijing east, Di-Tong, bus online and other 11 private enterprises issued the first batch of virtual operator license, allowing them to purchase mobile communications services from the basic telecommunications operators, and in accordance with the relevant provisions of the autonomous operation. The Ministry of Industry believes that the emergence of virtual operators, will further stimulate the mobile communications market competitive vitality and innovative vitality, for the vast number of consumers to provide more choices and better service. However, Tencent Technology analysis that the virtual operators if they really want to open the entire telecommunications market, to bring more choices for users, facing the brand awareness, quality of service and innovation and other challenges. Therefore, in foreign countries for decades of virtual transport operators, may be able to provide some reference to domestic enterprises. Main Market Segment: Lock special user groups with Virgin Mobile as an example, Virgin Mobile is a British mobile virtual operator, currently in the United Kingdom, the United States, France, Canada, Australia, India, South Africa and other countries to provide mobile communications services, and in many countries users to break the million mark, become the largest virtual operators in the region. At the beginning of the company's inception, Virgin Mobile keenly observed that traditional operators targeted low consumer users (15-29-year-olds) with little service. The characteristics of these users are: voice calls are not much, SMS volume, high volume of mobile phone download, like to use the ring tone, replace the mobile phone desktop, watch entertainment programs. After mastering the user's behavior habits, Virgin Mobile and MTV Network (Music Television, the world's mainstream television network) signed a content and marketing agreement. Among them, the MTV network to Virgin Mobile users to provide music, games, variety shows and other entertainment content, and MTV's official website embedded in the Virgin Mobile ads, to enhance the Virgin Mobile brand awareness played a great role. In addition, Virgin Mobile launched the Virgin Xtras brand business, excluding the general telecommunications business, the brand often organizes users to participate in various entertainment interaction, including the vote to choose the most favorite, the most beautiful star, etc., so as to greatly enhance the SMS business revenue. From this can be seen, Virgin Mobile and traditional operators do not have a head-on battle, but to find the market vacuum zone, accurately grasp the use of this part of the user habits, and always take this as the center, targeted to launch related services. Give full play to the channel advantage in Tesco Mobile as an example, Tesco Mobile is a joint venture between Tesco, the UK retail giant, and British operator O2. Currently, Tesco is the UK's largest virtual operator, with 3.5 million local users and mobile services in several European countries. Because Tesco Mobile's parent company is a retail giant, it has a unique advantage in channel establishment. According to the data, Tesco has nearly 3,000 retail outlets in the UK by the end of 2012, including supermarket, chain stores, convenience stores, and a number of large shopping malls with nearly 700 stores. Tesco Mobile relies on Tesco powerful offlineChannel advantages to mobile phone stores, store counters and other forms to promote its telecommunications business. At present, Tesco Mobile has more than 400 mobile phone stores in the UK, far surpassing its rivals. Of course, for the offline channel is not rich in virtual operators, online channels are particularly important. Taking Giffgaff as an example, Giffgaff is a wholly owned subsidiary of the British operator O2, the world's first virtual operator to adopt a Community model. The enterprise has no call center, physical store, fully build online operation mode, users can buy cards in the community, recharge, etc., but also can participate in the operation of the enterprise, the realization of online mutual assistance services. The new online model, so that the second year after the establishment of Giffgaff, the revenue reached 19 million pounds. From the foreign virtual operation of the development model can be seen, domestic virtual operators, especially those who do not have "spell Dad" qualification of enterprises, must find their own positioning, avoid and traditional operators "positive conflict", the introduction of differentiated services, and at the same time ensure quality of service, in the telecommunications market competition, a firm footing.