What should virtual operators do in the 2015?

In 2014, the Ministry of Industry issued 43 licenses for virtual operators, allowing some internet companies to make telecoms addiction. These virtual operators cost tens of millions, get the license plate, play "free", "flow is not clear 0", digging the banner of telecommunications talent, a great deal with the basic operators revolution taste, more than 20 "banner" Enterprise development more than 1 million users, (employees, relatives and friends, members).

However, more than half of the enterprises do not to the monopoly (three basic operators) fired a gun, do not rob friends of users, do not have "melee" conflict with friends, no user complaints, the Ministry of Industry should give its annual Best "Harmony Award."

2014 years later, what should they do in 2015? The author exchanges with the industry bosses, they are not as pessimistic as imagined, but through the transformation of the Internet, Cross-border and financing models continue to "harmonious progress":

First, the number of users 50 million, the pursuit of "accurate" users

Liu Do, deputy dean of the Ministry of Industry and Telecommunications Research Institute, said that by 2015, the mobile resale business will be more than 130 million yuan annual income, virtual operator users will reach 50 million people, accounting for the total number of mobile users of the 3%.

According to the China Institute of Information and Communications data show that as of December 31, 2014, the number of virtual operators more than 1.8 million users. Of the 42 licensed enterprises, only 20 are open. As for the full number of enterprises, only Suning, Alibaba, Jingdong Mall, Gome, bus online, snail mobile. The remaining pilot companies are still in the internal testing phase.

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.

At present, there are more than 1100 virtual operators in the world, the market share of virtual operators is about 10% in the mature market abroad. The agency predicts that by 2015, the number of mobile subscribers to global virtual operators will reach 186 million, accounting for 2.6% of global mobile subscribers. At present, more well-known mobile virtual operators such as Virgin moved more than 15 million users.

Many people in charge of virtual resale business said that the number of users for the electricity business is "pediatrics", if the basic operators agree to open the city, 100 million users are not a thing. The key is the 2015 has a profit assessment indicators, to survive to make money, "profit" model will be the first virtual operators to consider the problem.

One, after a year of testing, low consumer value is not small, in addition to Gome, Suning, Beijing-east and other electric platform, industry users contribute far more profits than these users, "Long Tail theory" the ultimate beneficiary of the basic telecommunications operators, virtual operators or services to their own subdivision of the domain users;

Secondly, with the development of mobile Internet, most enterprises put forward the "transition" internet. With the "Telecom lineage" of Di-tong, sharing communications, music language and Dr. Peng are in the transformation of the list.

Second, the survival environment of virtual operators will be changed:

1, such as "zero upside down" phenomenon, last October, some of the virtual operators and the basic operator signed a "mobile resale business price dynamic adjustment mechanism" agreement.

In December 2014, the Ministry of Industry and Development Commission issued a notice that the resale enterprises in the operation of Mobile local, long-distance, roaming calls, text messages, MMS and data Resale service tariffs to implement market price adjustment, and the resale enterprises to cancel the network outside the difference pricing restrictions. "Market adjustment price" means that the resale price will be affected by market factors such as supply and demand relationship, purchase channel and so on. Basic operators are busy transforming the internet, voice will be free, price war may fail.

2, for the "170th segment can not receive authentication code and verify the message" problem, the Ministry of Industry requires the Internet companies to actively cooperate with mobile communications resale Enterprises, do a good job of coordination and communication. I use Ufida 170th code in the bank, online shopping without obstacles. The interconnection problem is basically solved.

3, the coverage of the city will be extended to prefecture-level cities.

2014, virtual operators generally covered less than the city, Suning Interconnection, only 28 provinces 75 cities (secondary city) network coverage, for example, millet in the country only three cities pilot test.

According to insiders, virtual resale business covers fewer cities, mainly due to the current FDD-4G licence has not yet been issued, China Unicom and telecom 4G Network is still in the testing phase, covering the city limited. This problem will be alleviated in the 4G era. Virtual operators mature provinces, is expected to cover the provincial capital below the city-level cities.

4, two years of "license" defense failure will be eliminated

Shong said, according to the Ministry of Industry regulations, the current 43 virtual operators to get only 2 years of pilot approval, only after the completion of the examination can be formally licensed, so in order to keep the license, 2015 virtual operators will usher in the business shuffle, do good business can continue, and did not do well may be eliminated (at present, half of the virtual operators who don't have a user are likely to be eliminated.) ）

Third, the virtual operator to 4G network to do?

China Mobile has more than 80 million 4G subscribers in 2014, said Li, president of Chinese Mobile. Data show that 4G customers average monthly traffic is close to 1GB, of which more than 50% of the traffic is used for digital content consumption.

With the issuance of FDD license plate, the three basic operators to push 4G business, 2G, 3G virtual operator business is still focused on voice, to the 4G era, traffic based video, games, etc. become the focus of business tilt.

1, for the basic operators to pull a high-profile 4G users.

Li said that mobile 4G users planned 2015 to 2 500 million, the user growth rate of twice times 2014, the average monthly development of 4G users more than 10 million. And moving average monthly growth of mobile users should be around 6 million, the gap is still very large.

2014 has begun to accept the virtual operators, showing the open attitude to the virtual trader. Among them, the sharing of communications, bus online, Suning, Gome and other tests have been opened.

July 2014, Beijing-East and China Telecom jointly sell 4G mobile phones. However, the FDD 4G network is still not open to the Beijing-east, Alibaba and other virtual operators. The survey found that most users asked whether it was a 4G network when they were in the net. If now let the user network 3G, later upgrade to 4G Network, need to change the card again, users feel trouble, and virtual carrier enterprises also increased the cost of card replacement. Jingdong, Ali, Suning, snail Mobile and other O2O mode of virtual resale business are equally worried.

Therefore, for the basic operators to pull 4G users, will become the 2015 virtual operators of the "political mission" one.

2. Remote HD video service

Share communications chairman Shizhihang said, compared with 2G, 3G network, 4G Network has fast, Shiyan flow cost low characteristics. In the 4G era, voice, video-related business user experience will be better, cheaper. For example, the sharing of communications in the "green" brand will have a large number of audio and video learning materials, "set" brand under the "set-number" products, providing mobile video conferencing, the current 2G and 3G network is difficult to ensure the quality of service.

Shuai said, suning Internet virtual business is mainly through the integration of group shopping, finance, entertainment, video and other resources, with the help of high-speed 4G network transmission rate, suning Internet can provide users with such as PPLive high-definition video and more extreme games, reading, shopping experience.

Wang Jinhu, chairman of the bus online, said free speech would be the direction of mobile communications in the 4G era. Bus online and China Mobile LTE 4G network business in the first quarter of next year, mainly to provide high-speed free Wi-Fi services, including video and online games to provide users with business.

3. Mobile Gaming Business

In China Unicom, the Chinese telecom obtained FDD 4G license, soon launched 4G business. Snail Mobile President Chen Yan in an interview, said the snail mobile will provide 4G network (that is, FDD mainly, FDD+TDD mixed network form), on the one hand can improve the speed of users online, card-free users can enjoy access to the store 4G traffic services, not only 4G network traffic free, and can download high-speed and online play games, to avoid network problems such as cotton and other phenomena; On the other hand, the snail mobile program to launch support five-mode ten-frequency mobile phone games.