Virtual operator team or there will be large-scale elimination tide

Recently, after the music language communication close mobile resale brand "Miao more" Beijing flagship store, another virtual operator repeatedly technology and was exposed to dissolve the line Operation team. With the end of the pilot period of 2015 more and more near, virtual operators of the winter has quietly come, in the industry, the remaining half a year, the virtual operator team will appear large-scale elimination tide.

Music language, repeatedly first cold

According to people familiar with the material, a lot of technology is in business contraction adjustment, its provincial branch operations team will be dissolved, and may exit the ranks of virtual operators. In this connection, Rui Vice president of Science and Technology in Beijing to accept reporters interviewed directly denied the exit rumors, but admitted that the company's business is being adjusted.

Coincidentally, Beijing business newspaper reporter visited, located in Beijing, Xiao Yun Road 25th Music Language Communication "Miao more" experience shop has been closed before the spring Festival, all sides of the glass from the doors and windows are all white closed, "suspend service" and "Shop for rent" words clearly visible. Not only that, Le language communication 10020 customer service staff also told the Beijing Business newspaper reporter, 170 card and related resale business in Beijing area of the office all suspended operation, users should handle or change business only through online channels or customer service phone.

It is worth mentioning that Miao Yun Road experience shop opened in mid-July last year, when the area of 870 square meters of shops to earn a lot of eyeballs, now only around half a year to end up "closed" ending.

A person close to the music language told the Beijing Business newspaper reporter, a reason for the closure of the experience shop is that in the second half of last year, the music communication was the three cell group of the parent company of the three cells wholly-owned acquisition, both sides of the business facing integration, the current new owners of the music business of the future development has not yet a clear strategic plan.

Differentiation is difficult to do

In fact, like the music language, repeatedly such virtual operators are in the "trial and error period", although manufacturers are aware of the future of virtual operators, is not a copy of the basic operators of the model to simply resell mobile phone cards, numbers and voice messages and traffic resources, but from the subdivision of the domain to achieve differentiation However, differentiation is easier said than done, the vast majority of virtual operators have not yet appeared a successful case of differentiation.

"A lot of virtual operators are just holding a speculative attitude to the license plate, from psychological to physical not ready." "said Ma Jihua, a telecoms analyst. Its further analysis, last year, regulators have been more open to mobile resale applications, which has increased the gold content of licences, so many virtual operators in the case of unprepared to take the license, but after a year many manufacturers did not put the number, or even the operation team has not been completed. In this case, it is even more difficult to find the distinguishing features.

The difference is difficult to do, in addition to the manufacturers themselves slightly impetuous, but also because the virtual operators untimely. Gate opening, the domestic 3G market competition white-hot, in the three major operators under the fierce price war, the communications business profit space has been greatly compressed, and virtual operators from the base operators wholesale business price and retail prices flat, and even higher, forming a "zero upside down" embarrassing situation, This requires that virtual operators can only establish new business models from business model innovation, and this innovation is not easy.

The massive shuffle is approaching

Virtual operators in the current difficult "winter", with the initial marketing of the license plate of the collective excitement in stark contrast, in addition to the number of operating less than 10 private enterprises, more virtual operators have not been in the field of communication and movement. The industry generally believes that the current mobile resale business is mostly a loss of trading, and this requires funding support, so some small manufacturers or can not be sustained. Predictably, a large number of virtual operators will be shuffled out before the end of this year's mobile resale pilot, leaving behind or only a handful.

Just a few days ago, the Ministry of Industry and China Unicom and the Chinese telecom issued a FDD LTE license, meaning that the three basic operators in the 4G field of competition will be fully launched, 4G tariff is expected to further downward. And for the virtual operators, on the one hand, face 4G development opportunities, can be wholesale from the operator 4G data traffic for resale; On the other hand, the survival pressure will increase, "zero upside down", business model, the crux of this fundamental problem remains unresolved. But the 4G market development, the basic operator overall competition to promote the communication market tariff level further decline, so that the virtual operator pressure will be greater. Therefore, the virtual operators should shorten the differential service "trial and error period", innovate the business model in the subdivision field as soon as possible, and combine the communication ability with the business integration innovation to gain a firm foothold. Beijing business newspaper reporter Chanyu Chizhongfang