Virtual operator "false" behind: Aiming at "Hardware entrance + large data"

At the end of this month, the first two batch of virtual operators have been licensed to enter the formal stage. Now, although the number 170th is not yet on sale, the word virtual operator has red-hot.

The rapid heating up of the virtual operator layout, to a large extent, with the recent new brand release, and some enterprises to strengthen the product momentum, more noteworthy is that some immature but not the same as the basic operators play a different business model has been revealed.

The industry is mixed in the situation. What kind of cards have these virtual operators played recently? Are they false too prosperous to cool down?

According to the latest news, some virtual operators or on April 25 officially launched the number, other businesses are also generally locked in the "51" Golden Week during the opening of the number. At present, including Gome, Suningyun, Shenzhen Eschde, music and so on a number of companies to obtain the license of virtual operators are busy to carry out the call test, brand publishing and other preparatory work.

It is noteworthy that the virtual operator business to the three basic operators of the business impact is not as big as the outside imagination, even the industry experts predict that this year, the virtual carrier business user share or less than 1%. However, some industry insiders pointed out that the relevant IT companies are keen on the virtual operator business, the business logic behind it is through the use of virtual operator business, to "touch" the mobile phone terminal entrance and the collection of corresponding consumer behavior data.

Market share or below 1% per cent

With Gome, Suningyun, Eschde, and many other virtual operators of the "170" (Virtual operator-specific segment) have to get through the "first Test call", China's virtual carrier era will be formally opened the curtain.

There is no doubt that this step has taken a long time. After nearly a year of research, Audit, the Ministry of Industry and Information technology has on December 26, 2013 and January 29, 2014, to 19 private enterprises issued mobile communications resale business pilot approval (also known as Virtual Carrier license).

The information published by the Ministry's website shows that the first operating licences include Alibaba (Beijing million network), Jing-dong (Beijing-east-China Electronic Commerce Co., Ltd.), audio communications, Zhejiang repeatedly science and technology, Beijing Yue-language century, Beijing, China-Xiang Lian Xin, Beijing north latitude Communications, Beijing di-Tong, Beijing sharing online, bus online, Phone world, such as 11 private enterprises. The second batch of enterprises include Shenzhen Eschde Co., Ltd., Xiamen 35 Interconnection Technology Co., Ltd., Suzhou Snail Digital Technology Co., Ltd., Beijing Gome Electric Appliance Co., Ltd, Suningyun Group Co., Ltd, medium-term Group Co., Ltd., Changjiang Times Communication Company Limited, Far Special (Beijing) Communications Technology Co., Ltd. 8 private enterprises.

It is understood that the virtual operator has been licensed 19 companies are China Unicom and Chinese telecom partners.

According to the requirements of the Ministry of Industry, the above enterprises will be able to rent the basic telecommunications operators of mobile communications network to provide users with their own brand based communications services, including the text message, voice, traffic, etc. to regroup into a more flexible package, sales to users; Mobile virtual operators can have corporate patent logo, such as mobile phone screen display mobile virtual operator brand, sell SIM card (national General number) and so on. At the same time, the virtual operators have the power to set the retail price of the business, can develop the internal platform, develop value-added services, such as voice mail, SMS business.

Ding, dean of the Rapid Transit Research Institute, told the Daily economic news that, in essence, open communications licence restrictions are far more important than the issuance of 4G licences. Once this area is open to private capital, Alibaba, Jingdong and other enterprises will introduce different policies to promote its strategic products and services, lower tariffs or therefore become inevitable. This also means that private enterprises become "operators" after their services will be more flexible, users are free to choose the tariff package, not only to get cheap fees.

Accenture's research report pointed out that the current domestic three basic operators of 3G network utilization is not more than 30%, the vacant network bandwidth to the virtual operator, will bring additional revenue, thereby improving profitability.

Dingdao also pointed out that "at present only the pilot period, all feasible development models are in the groping stage, do not rule out a new policy." "And according to the reporter understands, after the trial period is over, will implement the examination and approval system, as long as the application enterprise's qualification, the condition conforms, may obtain the licence."

In addition, it was reported in February this year that the ministry will issue a third batch of virtual operator licences by April, because the virtual operators will enter the formal stage after April. However, there is still no specific date for the third batch of licences to be issued. According to the IT Times report of February 17, the ministry will not issue new licences until the end of the 2015 pilot, and only 5 of the third batch of manufacturers.

Although the third batch of licensing is not yet specific content, but the market level has begun to set off a virtual operator boom, but for the virtual operators of the market to the operators of the stirring effect, the market or do not have to overestimate.

According to Luchun, director of the Institute of Policy and Economics, Ministry of Industry and Telecommunications, the number of users using virtual carrier services was around 10 million in 2014, with market share below 1%. By the end of 2015, the number of users will be close to 50 million, the market share of about 3%.

Aim for the Big data market

Although industry experts are not very optimistic about the short-term development prospects of virtual operators, but the capital market response to this is very enthusiastic.

In the first batch of the above list of the day, the listed northern latitude communications and the days of sound holding (audio communications for its subsidiaries) of the shares are greatly pulled up. The company's shares rose 5.87% per cent as the day-sound holdings closed on December 26, 2013.

And in the second batch of the list after publicity, by this good news stimulation, computer-like stock performance generally eye-catching. As of January 29, 2014, the CITIC computer Industry index rose 3.81% per cent, creating the highest ever spot in the sector.

In addition, there is no doubt that the meaning of license issuing of virtual operators is self-evident to enterprises. In the view of Shong, secretary general of China's virtual operator Industry Alliance, Mobile Internet currently has two entrances-software portals and terminal entrances. In the software application portal, because the market is more open, the current market-oriented Internet companies have done a good job, such as Tencent's micro-letter, Tencent's ecology has brought a large number of users and traffic. And in the terminal entrance, because has been the basic operator has been mastered, now with the emergence of virtual operators, internet companies or have "opportunity."

Ding pointed out that if users use Alibaba's phone card, Alibaba or introduce some initiatives to users to send traffic and phone calls, because in Alibaba has dealings, pay treasure wallet, mobile phone Taobao, such as 20 of a variety of mobile products, once in the flow of open, Alibaba is positive.

At the same time, Meng, the head of the exchange, has said in public that the secret weapon is internet telephony, and that the future will not preclude the use of virtual operator licences to enhance the competitiveness of the exchanges.

However, it is noteworthy that Tencent board Chairman and CEO Ma Ma in the media interview that Tencent will not apply for virtual operator license.

In this regard, Ding that Tencent will certainly be involved in virtual operator business, Tencent's some products need such a platform to rely on. Virtual operator License plate is significant for Tencent. However, with the Beijing-East and Tencent Cooperation, the Beijing-East virtual operator identity is precisely to meet the demands of Tencent.

There are also industry insiders have pointed out that to 3C products started in Beijing East, its platform can be in a short period of time to assemble a large number of domestic mobile phone manufacturers and mobile products, the use of the Internet flow back to the operation of a certain period of time a number of pieces of a large volume of shipments. And through the bundle of operators business, data mining for consumers, not only can the rapid development of virtual operator users to earn voice and traffic fees, but also can expand Jingdong Mall users. If the future plus Tencent, its imagination space is huge.

According to the Daily Economic news reporter, Beijing East Please come to ZTE's ZTE Soft to undertake a platform of virtual operators, the latter is also the three major domestic operators and France Telecom, the main service provider of Telefónica.

It is noteworthy that Gome, Alibaba, Jingdong and other companies on the virtual operator business so valued, in addition to the market card position needs, the most important thing is through this business, on the one hand can expand the ecological boundary, strengthen the user stickiness; On the other hand, it is to the virtual operator business as the entry point, open the terminal In order to feed the company's ecological construction, the source of the data of consumer industry is obtained.

But there is also a view that not all manufacturers have enough money to lay out the business. It is reported that the telecom operators in the IT support system in the operation of the cost of more than 1 billion yuan. Therefore, in the senior vice President Huang Jianhui, the user billing, pressure testing and many other problems are still urgent to resolve. It is understood that the Di letter is one of the few companies that until now has not announced the content of the brand and package.

Journalist Notes

Virtual Carrier Concept Popular

Need to squeeze "bubble"

Since December 26, 2013, the Ministry of Industry launched the first batch of virtual operator license, nearly 4 months, the IT circle has set off a wave of virtual operators of the concept of a boom: on the one hand, the relevant experts and some of the virtual operator license manufacturers to create the concept of virtual operators into a broken operator market monopoly screw role; The relevant virtual operator license manufacturers use the concept of virtual operators to play marketing cards.

It is understood that the concept of hot behind the puffiness of virtual operators. Some experts pointed out that 2014 virtual operators of users are expected to be only about 10 million, the market share of less than 1%. Difficult to cause too much impact on operators. In addition, in the cooperation between the virtual operator and the operator, the operator is not only the identity of the athlete, but also makes the operation of the virtual operator bring the profit dilemma. and the virtual operator license plate manufacturer in the business development involves with the operator's related assets cooperation, the State-owned assets evaluation difficulty has become the reality of the business expansion.

The concept of a fiery virtual operator business, is encountering a "beautiful bubble" dilemma. The answer to the dilemma, but the concept of virtual operators need to squeeze bubbles, or no longer need to argue!

Original link: http://www.nbd.com.cn/articles/2014-04-15/825711.html