Virtual operators trapped in a brief lull: 3 months to develop only 200,000 users

Under the overwhelming 4G marketing of operators, the previously hot virtual operators have been overshadowed. The more brutal reality is that operators have cut the 4G package fee, but to the virtual operators of wholesale prices have not been correspondingly lower, and has not yet opened 4G package resale. Zero upside down price problem in the 4G era especially prominent, virtual operators began to fall into a quiet period.

Only 200,000 numbers out of the total.

From the user size of the virtual operators, is still in the initial stage. Since the first reservation number in May, the virtual operators have released about 20个万 numbers, which is related to the cautious attitude of the base operators.

"Unicom has opened 64 local networks to virtual operators, but the real test number is the local network of 8 major cities such as Shanghai and Beijing." "A Ministry of Telecommunications research experts pointed out that, although the current virtual operators to start the initial scale of the number, but the underlying operators generally more cautious attitude, and did not open up in the country, is still only in key cities in the docking system, pilot testing. "The scale of the number still depends on the test, docking progress, will not be fully released in the short term." ”

"From the scale of the number, the virtual operator does not form a scale effect, until the end of the year will not appear." "The head of the Ericsson Institute, which is responsible for providing solutions for virtual operators, said to the IT times.

Zero upside down need to be solved

Virtual operators now run into a major problem: zero upside down. Virtual operator Resale package is still based on 3G tariffs, in the price than the base operator 4G tariff is much higher.

"Zero upside down problem can not be solved, resale enterprises in the 4G era will encounter resistance." "Shong, Deputy Secretary-General of China's virtual carrier, said to the IT Times reporter that when the resale business began to enter into agreement with the basic operators, according to the market price of 60 percent-65 percent wholesale packages." However, after the advent of the 4G era, the operator of the tariff has been significantly reduced, but to the virtual operators of wholesale prices have not been correspondingly reduced, the result is the virtual operators 3G package fees to be higher than the basic operators of the 4G tariff market price.

However, Shong revealed that by September, the three major operators will be the virtual operators of the package wholesale price adjustment, zero upside down problem will be resolved.

"Moreover, future operators should release 4G package resale to virtual operators," one industry source said. Although the virtual operator of the 3G package by the base operator 4G attack, but the current 4G signal coverage, channel promotion is still in the exploration and pilot phase, wait until the product and package is truly mature, will also open to the virtual operators, the market situation can be eased.

After the operation was impacted

Virtual operators also have a high degree of overlap with the strategy of the basic carrier 4G era. China Mobile in the 4G strategy, in addition to the traditional voice and traffic, we should focus on creating a third growth curve: OTT business and new business. China Telecom also proposed that the 4G era to focus on traffic after the operation, the introduction of Tencent, NetEase and other Internet enterprises, in the content of products to carry out in-depth cooperation.

Virtual operators are intended to be in the flow of applications, value-added services on the big fuss, now, this will be the carrier 4G era of the emphasis on the flow of the impact of the operation.

The Ministry of Telecommunications Research experts pointed out that the current 4G marketing has become the main battlefield of the three operators, virtual operators will inevitably encounter a gap. At the same time, the virtual operators need to cooperate with the traditional operators to promote the market scale, but the current traditional operators all the center of gravity strategy all tilt to 4G marketing, virtual operators must face this period of silence.

However, many virtual operators believe that the adverse situation brought about by 4G low tariff shocks is the normal condition that will be encountered in the early development, and this gives the resale enterprise a buffer period.

"There is a trial and error period to have the opportunity, the current virtual operators on the package and internal resources integration is not fully mature, to use this time to accelerate the incubation of products and applications, or to seek unique marketing channels." "Snail mobile deputy Sun Dahou told reporters that the snail is accelerating the integration of digital entertainment resources, but also in the attempt to work with China Unicom to carry out campus marketing, with the help of the operator's marketing channels to the younger group of campus users."

Licensing cooperation continued

Business progress is slow, many virtual operators start to seek capital level operation. Earlier, the industry has been the news that the far-special communications and mergers and acquisitions of an industry application companies, the use of virtual operator license plate for resource cooperation, and Baidu will share the shares of communications, in the package content on the cooperation, the introduction of a dedicated mobile phone package.

"Many internet companies are now in contact with virtual operators to make strategic investments. Shong to reporters that for the internet companies such as Baidu and millet, virtual operation service has become one of the most important entrances, so many internet enterprises that do not apply for licences will cooperate with the resale enterprises by investing and buying shares, and then grafting their app and internet content into the mobile package.

The Telecommunication Research Institute experts said that encouraging resale enterprises to actively cooperate with the Internet enterprises in the business level, the use of both the communications, Internet content resources, can achieve complementary and differentiated competition, "but the principle is the owners of the ownership of the licensing enterprises can not be changed, if the capital level of the ownership structure changes, Apply to the relevant departments in advance for a report. ”