Content operation is the point of force Just before the telecom operators began to implement the cancellation of mobile traffic roaming, a wave of criticism against the telecom operators' unlimited packages was extremely fierce, which led to an interview with the Ministry of Industry and Information Technology. This once again makes the operators feel that the more they work, the more they are dissatisfied. The so-called luxury is easy to enter, and it is difficult to get into luxury.
In response to government policy requirements, telecom operators have continuously strengthened the service improvement of “speed-up and fee reduction”, and they have become more and more worried about their own development. At the 2018 World Mobile Congress (Shanghai), the image of “a bowl of soup and a bowl of soup” by Liu Aili, the former general manager of China Telecom Group, triggered a general resonance among operators.
Facing the basic situation that the value of telecom operators in the basic pipeline service is declining, in the future development direction, the transition from the traditional pipeline traffic management to the content management based on Internet applications has also been recognized by the senior management. There is more consensus in the up and down. In particular, with the opening of 5G network construction, the expectation of further decline in the value of the pipeline in the 5G era is also being strengthened.
Therefore, in the 5G era, for telecom operators, the challenge is greater than the opportunity. The challenge is that the value of the pipeline continues to sink, the return period of high-level network investment is lengthened, and the content management outside the pipeline is for operators. It is both an opportunity and a test.
After all, from the practice of the past telecom operators, regardless of the base mode or the independent corporate operation mode, the operator's content operation is more dependent on external cooperation, and its own content operation is always at A tepid state. In contrast, China Mobile's content integration with Mi Wei Technology and Culture Company began to have better operational results. However, there is still a clear gap between the market share of the Internet industry and the content market.
Recently, due to the recent personnel changes in telecom operators, China Telecom and China Unicom have merged, and China Mobile and Radio and Television have merged to form a competition between two oligarchs. This argument is a continuation of the same integration in the past. . It is not long before China Unicom has carried out the overall reorganization. From the operational level, this merger is too difficult. Moreover, if China Telecom and China Unicom are selected for merger now, this actually recognizes that China Unicom’s mixed reform has major problems. Still unresolved, personally think it is unlikely.
However, the rise of these rumors has reflected from the side that the current competition of operators has become very day-to-day, especially in the network pipeline, each family has been unable to fight again, but has to fight.
Under this circumstance, it is not an easy task for telecom operators, such as complex business/product lines, bloated organizations, and large-scale personnel, to maintain the value of the pipeline and find breakthroughs in content operations. This is likely to be a choice problem at both ends of the first mouse, and also directly determines the configuration of the resource. In the face of such a situation, how to choose operators, may have different advantages and shortcomings of each family, this article from this perspective to talk about some views.
Since last year, China Telecom and China Unicom have cooperated in depth, including in-depth cooperation between their respective channels and networks. Under the pressure of a series of competitive strategies including two full Netcom mobile phones, industry customized cards and unlimited packages, China Mobile In the end, it was still passively involved in the road of unlimited packages. For China Mobile, more than 800 million mobile phone users are both user-scale advantages, but they are also very large network hosting pressure.
In this case, the maintenance of the user scale means that the value of the network is pulled down. At the same time, in order to ensure the stability of the network service, it is necessary to increase the investment. Otherwise, it is only possible to add new users and stock users to the competitors. This is similar to the effect of China Mobile's use of low-cost integration packages in the home fixed-line broadband market to snatch users. Therefore, at the pipeline end, the huge user scale is actually a huge burden.
Under this circumstance, after experiencing the silence of 3G network, China Mobile has maintained a clear lead in 4G network construction, and will continue to invest resources in 5G network to maintain the leading 5G network advantage. .
However, we look at China Mobile's business. Its real bright spot is the breakthrough in content operation. The focus on China Mobile's content operation has been carried out more and more in the way of the Internet industry.
In terms of resource investment guarantee, we can see that China Mobile's investment in the 2018 Russia World Cup live broadcast can clearly feel that China Mobile's content carrier team is still very powerful for the investment of key high-quality content. The cooperation with CCTV is only through the cooperation, it has invested up to 1 billion yuan. The content operation team of the company's content management video, although there are some unsatisfactory practices in the Internet operation, but through the World Cup live broadcast cut, has been more and more stable and mature.
On the other hand, China Mobile's strategic investment through multiple channels is also building a broader channel for content operation cooperation. For example, China Mobile participates in the Xiaomi IPO as a cornerstone investor. Earlier, there were various strategic investments in its investment companies.
Therefore, on the one hand, China Mobile relies on its strong business advantages and capital advantages, and on the other hand, it will provide more reference for operators' content operations by virtue of the relatively more flexible market-oriented team. This kind of reference, the past base model and the specialized company model, are also emulated by the other two.
Due to the mistakes made by China Unicom in the network construction, the network advantage of the 3G era has not been extended in the 4G era, which has once appeared the most ugly situation in which both mobile users and home broadband users have fallen. Fortunately, I realized the shortcomings of the 4G network era and corrected them in time. At the same time, the use of industry custom cards (size and card with Tencent, ant treasure card with Ali) and unlimited packages have saved a certain mobile user market share, and the industry's competition has become more messy.
From another point of view, this is the general approach of the industry's third-year competition in the network pipeline. Of course, in this process, the market share of household fixed-line broadband users has not stabilized. Therefore, China Unicom's pipeline competition, from the perspective of user value, is to shorten the cycle of the pipeline value down. This is all carried out under the policy of “speeding up and reducing fees”. In the current 200 million-scale users of China Network, in this way, they will rob another part of mobile users, and there is still much room for network bearer.
In terms of content operation, China Unicom has established a professional company for the consumer Internet field, focusing on APPS and providing breakthrough access and network services in five major areas of video, music, reading, games and home Internet. The application and products are fully developed in the field of consumer Internet. This is a new move by China Unicom after launching the reform of mixed ownership.
Its original intention is to build a consumer Internet ecological platform, enhance the ability of enterprises to innovate, explore the establishment of new development models different from the traditional business areas, and achieve the transformation of growth momentum. According to relevant data, China Unicom's 2017 full-caliber business revenue is expected to exceed 6.5 billion yuan, while the direct income of partners is expected to reach more than 2 billion yuan, with more than 2,500 partners.
Therefore, from the perspective of income contribution, China Unicom needs to rely on the possible resource advantages of Internet company shareholders after the transformation of the ownership system, and further integration is possible. From the current effect, it is far less mobile than China Mobile and China Telecom.
elecom, in the direction of business choice, is the second most typical industry in the industry. Compared with the industry, it is not easy to take the initiative to issue challenges. Compared with the industry, it is a bit inconspicuous. In the network pipeline, the 3G era uses the CDMA network to cut into the mobile network to obtain full-service operation opportunities, and also exerts the experience of telecommunications in the channel. From the perspective of user scale, it is better than China Unicom.
However, with the development of 4G services, limited by the pressure of network investment, China Telecom's network pipeline capability has a bottleneck. At present, under the scale of 200 million users, it is necessary to let users get a better network experience. In terms of home fixed-line broadband, the optical broadband network has obvious competitive advantages, but the actual network speed service is also facing more problems. Therefore, the downward pressure on the network pipeline is large.
In terms of content operation, China Telecom has integrated the original batch of content operation companies with its platform of 100 companies. The effect of integration is placed under the platform of No. 100 Company, which may be inferior to China Mobile Mi Mi Culture Technology. The company or China Unicom Online Company is so effective. More importantly, from the perspective of the management of content operations, on the one hand, China Telecom's content operation team is not as high as China Mobile's Internet, and on the other hand, the content management is not as flexible as China Mobile. . As a result, China Telecom's content operations lack market vigor.
Therefore, for China Telecom, the competitive advantage of the network pipeline has been oppressed, and in terms of content operation, it is necessary to break through the original ones that are more from management thinking and methods. The advantage is that it is not prone to serious content operation problems. The disadvantage is that resources are not concentrated and lack of competitive vitality.
All in all, if we take into account the factors of the future construction of the network pipeline, especially if the tower company has already entered the channel of the listing operation, the value of the tower company must be exerted, and it is necessary to obtain more value in the network pipeline. Guarantee. As such, the value of the three major operators on the network pipeline is likely to be further compressed.
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