Virtual operator user has been over 1.8 million development of hot and cold uneven

December 26, the virtual operator ushered in the 1 birthday. In a short span of more than a year, 42 of private enterprises from different industries to obtain virtual operators "tickets."

However, the development of virtual operators is not satisfactory: only the bus online, snail mobile and other enterprises to fully put the number, the development of tens of thousands of to hundreds of thousands of users, and some of the earlier licensing enterprises have been slow to move. It is understood that there are 20 companies publicly put number. As a result of the current enterprise is the pilot approval, only to complete the relevant assessment, to get the official license. Virtual operator Industry Alliance Secretary-General Shong said that the 2015 market will usher in the outbreak period, but also a shuffle period, the end of the target or midway into the offending enterprises will be eliminated.

The user has been over 1.8 million development of hot and cold uneven

Ministry of Industry December 18 issued the fifth batch of mobile communications business pilot approval, the virtual operator licensing officially ended.

In the first batch of companies to obtain pilot licences for virtual operators, bus online This January launched the virtual operator's official website, and "Sino-Wheat Communications" for the mobile communications business brand. At present, the business of the Sino-Wheat communications has been operating in 21 cities, "fresh card" users close to 50,000, of which the use of "10020 Traffic Bank" user volume exceeded the expected 10%. It is understood that the users of the Sino-wheat communications are concentrated in the North wide area.

"Under the price means of the operation and can not completely solve the user to use the power of the problem, we pioneered the flow of banking business." "The bus online public relations director said, let users through the flow of operating self-realization of the flow of value-added, and then achieve a complete free communication.

Suzhou snail Mobile in January this year to obtain a virtual operator license plate, soon in May officially put the number. "Currently in the net users around 500,000, covering groups in addition to game users, there are all ages in the use of people." The owner of the snail movement said that from the current virtual operators of all the official numbers, they have the largest number of users. Because all the numbers are not roaming the country, the use of geographical and unlimited, snail mobile has been in the country 16 provinces in 34 cities operating.

At present, the snail mobile has launched three product lines, including card-free, game phone, free store. In the card-free aspect, through similar national voice free, the flow voice to turn, the consumption mutually sends and so on moves to attract the user. Although compared with the basic operators, the snail moved to get the wholesale price does not have the advantage, but the upfront value of profits, the user discount is relatively large.

Among the aspiring market pioneers and the new ones, some of the licensed companies remain on the sidelines. "Still dealing with internal things, are doing related preparation." "A virtual operator license plate of the enterprise related Director Dong Manager said, the product has not been made, so far there is no official number." On the one hand, resource integration and system docking, debugging needs time. On the other hand, the company is within the division, reorganization. So, despite a long delay, the company still has no movement in the market.

Data from the China Institute of Information and Communication show that the number of virtual operators exceeds 1.8 million. In the Virtual operator Industry Alliance Secretary-General Shong, this figure is still quite ideal, after all, enterprises have just begun to do, lack of experience. Virtual carrier customer groups are divided into three parts, to the telecommunications industry practitioners, like the number 170th of mobile phone numbers enthusiasts and low-cost people mainly. However, of the 42 licensed companies, only 20 are open. As for the full number of enterprises, only Suning, Alibaba, Jingdong Mall, Gome, bus online, snail mobile, such as a few home. The remaining pilot companies are still in the internal testing phase.

Why do we delay the operation of the licence?

In the view of Dong Manager, although the license of virtual operator has been issued, the follow-up work has not been done well, so many virtual operators are in wait-and-see situation. The first is the market acceptance is not high, many users 170th code can not receive some of the site issued by the Verification Code and short message, the current problem has not been completely resolved. The billing system is not flexible enough to butt the innovation business of the enterprise. Dong Manager worried, if not solve these problems, the product to market, will not be recognized by users.

However, Mr Tung's company has invested tens of millions of of dollars in virtual operators. "Users can't do it, the previous years must be a loss." Mr Dong said that when he could make a profit or even be eliminated by the market, it would take years to see it. He hopes to have a good ending in a bad start. In the profit model, the company is gradually exploring, initially targeting the mobile internet. 2015, the company will officially put the number, the introduction of the product combines their own business, and innovation. As for how to deal with the competing relationship with the basic operators, Dong manager said that the company will pay attention to differentiation, the market to do deep, do, do not fight price.

As a new media company, bus space public relations director said that the virtual operators as a new industry, there are still many problems and difficulties. At present, the biggest difficulty in the process of business development is the construction of business model: How to differentiate and feature with traditional operators, choose which mode to let existing business, products better landing, and attract users. At the same time, from the model to the specific business, bus space is also carefully studied how to be advertising-oriented advertising business management, better to the marketing, service-oriented mobile communications business change.

"Now voice, short color, such as basic communications services ARPU value continues to lower, must be combined with the flow of Internet products to better provide services to meet user needs." "The company has been trying to overcome the difficulties that have arisen during the operation," said the head of the bus space PR department.

Snail movement also faces the same dilemma. The first year of input cost is big, not only has the manpower cost, but also has the technical cost, the hard cost, the invisible cost. "The profit model is now a bit off, but it still belongs in the process of looking for a bigger profit model." "Snail mobile related responsible person said that the future will be based on innovation and actively develop better products to occupy the market."

In this respect, Xu Lidong, director of the Marketing Research Department of the China Institute of Information and Communications, said that individual companies that had been licensed early had not yet carried out their business, an important reason being that they spent a lot of time exploring business models.

2015, is the eruption period is also the shuffle period

For this year's development, the virtual Operator Industry Alliance Secretary-General Shong not taboo "wool" market pattern. "Companies are doing, the pace is different." "This has to do with the partial issuance of licences," Shong said. "Zero upside down" the reality of the virtual operators in the "development of a user, compensate for a" embarrassing situation, but also the main challenges it faces. "The essence of virtual operators is communication, the need for the accumulation of two years of profit is difficult." Shong said, even if the scale is small, the enterprise should invest at least 20 million yuan, he expected, only the number of users to 1 million per month, the average consumption of more than 40 yuan, the enterprise can achieve break-even. Despite the diversification of the virtual operators ' development model, profitability depends on business value-added and services to generate revenue, future communications will be free.

At present, the enterprise is only the pilot approval, not a formal licence, according to the Ministry of Industry regulations, the pilot deadline is December 31, 2015. Next year the market will usher in the outbreak period, but also a shuffling period. Each enterprise in the acquisition of licences, the commitment to develop the minimum number of users in hundreds of thousands of, the high is up to millions. Shong bluntly, the failure to complete the target or the failure to break out of the company will be out.

In the new year, Shong said that at a strategic level, many large enterprises only know that the licence is very important, do not know how to do, in specific market policy, should be a small number of users, rather than the mass users. Shong that it is the price that attracts the masses, and the value of niche users, which many companies have yet to realize. In addition, the virtual operators in the Cross-border mode of innovation is not enough, not only for their main business services, but also open to other industries, to provide them with value-added and innovation.