Virtual operators are not around three, 5 months, only more than 200,000.

Overnight, China's virtual operators of the competition into a new round of "the cusp."

September 4, the authenticity of the net on its website issued a tender notice, for the virtual operators of public tenders for the procurement of the first batch of 300,000 pieces of 170th wireless terminal mobile phone card. Who is the genuine net? Why buy 300,000 pieces of 170th? Perhaps none of this matters. Importantly, "since May, the first virtual operator to set the number, the market has only about 230,000 of the number of 170th." "Those in the industry who do not want to be named are estimated.

Currently, the total number of virtual operators in China has reached 25. For example, the Ministry of Industry recently to the Everest information, ZTE, Ufida, the century, Century interconnection and silver Shing Electronics and other 6 private enterprises issued the third batch of mobile communications special sales business pilot approval. The above 6 major licensees, in addition to a China Telecom's partner, the other basic is to sign a resale agreement with China Mobile.

Once let the industry relish, and even as a blow to the Chinese telecom industry reform horn virtual operators, so evolved into a "empty a license plate, the shape of chicken."

First hurdle: Resale price is too high

Before the license is issued, a virtual operator of the "coveted" once said confidently, "we will buy back from the operator, the time, the mobile phone number is the membership card number, payment account, the virtual products on the platform can be realized through this number to pay." Users can also through the mobile phone platform, to achieve mobile phone recharge, hotel and air tickets booking, insurance and lottery tickets and many other functions. ”

But that's not how things are going. "We have no advantage in the price the operator gets. On the one hand, the "flow is not clear 0" and other forms have been followed by the traditional operators; On the other hand, our purchase price is 60 percent-70 percent of the price of the licence last year. "Share communications executive Director Kangzhibin to South all reporters frankly, the sharing of communications is now only in the north and Hunan three to get the telecommunications number, so the user volume is less, in 10,000 or so."

The resale price is too high, this thing let 25 virtual operators quite feel helpless. South reporters have learned that operators to the virtual operator resale price in general around 70 percent, for example, a text message 7 cents, and the basic operators to the average agent price of less than 5 cents (packaging free). In addition, according to the regulations, the virtual operators to develop users who do not use real-name, each user fined 500,000 yuan, operators bear joint and several liability. This means that the virtual operators each development of a user needs to pay a business margin of 50 yuan. By contrast, the earnings figures previously released by China's three major telecoms operators show that, at present, the average mobile phone user's contribution to operators every month is more than 50 yuan to more than 60 yuan.

Therefore, "the virtual merchant through the tariff and the traditional operator to challenge the ability to almost zero." Snail mobile every sell a card is a loss, such as 399 free card (users one-time cost of 399 yuan, each month can be free to get package content), the snail mobile needs to subsidize 220 yuan-260 yuan each year. "Snail Mobile Vice President Sun Dahou to south all reporters further explanation."

Second hurdle: The value of value-added is difficult to embody

According to the development of global virtual Operation market, virtual operators will die in 70% of virtual operators within five years before they start their business. However, from the Ministry of Industry recently issued the third batch of mobile communications business pilot approvals, in addition to a China Telecom's partner, the other basic is to sign a resale agreement with China Mobile.

From this point of view, "Chinese virtual operator business can not be separated from the business features and models, is to do value-added services, so neither independent operation, nor die." "Bus online CEO Wang Jinhu."

For example, share communications.

Formerly the upstream supplier of operators and enterprise software, "Understanding the carrier system is our greatest advantage." We hope to rely on licensing resources to provide means of payment, free software and other value-added services. "Kangzhibin said.

In fact, "at present, Ufida mainly rely on the existing enterprise software channels to promote the virtual business products, to ' card number + work cell phone ' model to promote, tariffs and traditional operators similar, mainly through the binding mobile application to reflect the value." "Ufida Vice President Zheng Yulin to the south are the reporter examples, a set of CRM customer management software, product sales price of 100,000 yuan, binding mobile phone number to 30,000 yuan/year of the form of sales. The main benefit for business owners is to better manage communications costs on the one hand, and to precipitate enterprise data on the other. Especially for the sales staff, binding cell phone number, when employees leave, customer contact is still in the work cell phone.

That's right! The meaning of the virtual operator is not in the "Fight for food communication cake", but in the fight for user traffic. Sun Dahou to South reporters frankly, one end of live users to get the cost of more than 100 yuan, and mobile phone number of the acquisition cost is lower, and the retention rate is high. Through this fulcrum, the snail moves can look for the depth game user, the development game entire industry chain, in recent years has not had the profit plan.

The third hurdle: "Interconnection and interoperability" difficult to achieve

The idea of "circle people and Circle money" looks beautiful. Unfortunately, a number of industry insiders told the South reporters, since May, the first virtual operator to set the number, the market has been placed in the 170th number only 230,000. and di letter a Zhao surname user also to South all reporter frankly, "170 in addition to the special number, and no special advantages." Package prices are no cheaper than traditional ones. Instead, if there is any problem, can not find a business point to solve. ”

From the general user feedback, consumers spit the most "pain point" is "SMS authentication code is not received." For this issue, suning interconnection, sharing communications and other customer service of virtual merchants answered coincidentally, "because most banks have not updated the database, unable to identify the number of mobile phone number 170th." This is not our problem, but the bank needs to upgrade regularly, add the database, we have been negotiating with the bank, the specific schedule has not been decided. ”

Therefore, for the virtual operators themselves, the biggest problem now is how to deal with the relationship between partners, including traditional operators, banks and so on. September 4, the authenticity of the net on its website issued a tender notice, for the virtual operators of public tenders for the procurement of the first batch of 300,000 pieces of 170th wireless terminal mobile phone card. This big single seems to help the virtual operators get rid of the current delay can not break out of the incremental income dilemma, in fact, also requires the virtual operators need to solve their own communications business is crucial to the "interconnection interoperability" ability. For example, the genuine network in the tender qualification clearly stated that "open number covering the size of the city must be more than 20."

This is no doubt another big challenge. "We are now only in the North Canton and Hunan three to get the telecommunications number, some numbers in the outside." Kangzhibin reluctantly said.