From the perspective of consumers, there is no fundamental difference between the mobile Internet in the 3G era and the mobile Internet in the 4G era. At best, it is a kind of network speedup. Therefore, the profit-making methods of operators in the 4G era should not be much different from those in the 3G era. The difference is that from 3G to 4G after two or three years, during this time, the consumer's life has changed a lot because of the mobile phone; Internet products are more, more grounded; the role of operators in the Internet And status has been severely challenged, forcing it to seek solutions more urgently. Perhaps operators have realized that even if everyone thinks they are part of the mobile Internet, if they "self-revolution", they will be "revolutionary" by the Internet like other industries.
Focusing on the question of "what to make money in the 4G era," the author believes that the following five aspects should be focused on.
First, make money by communication innovation
At the recent GTI Summit, Li Yue, general manager of China Mobile, proposed the “three new†views for the development of 4G services: first, new calls, VoLTE-based voice systems, and high-quality multimedia communication systems. Second, new news builds new strengths in the field of instant messaging. Third, new contacts, including personal information and personal hobbies, 4G can enrich the social needs of everyone. That is to say, in the case that voice communication makes money more and more difficult, operators must first make product innovation based on traditional communication, let customers use more innovative communication services, and are willing to pay for it.
Opinion: In the era of Wang Jianzhou, China Mobile also proposed “three newâ€, namely “new traffic, new business, new serviceâ€. Although the content is different, one emphasizes digging deep into the market and the other emphasizes product innovation, but In fact, the operation is the same, and it is a countermeasure formulated after the existing demand encounters a bottleneck. The author believes that this is necessary, but relying on this to make money, there are at least three major restrictions, the first is the 4G network, the current network situation determines that operators can not quickly produce money effect; the second is Internet competition, take VOLTE It is said that WeChat should also have similar products. Third, the payment habits, consumers paying for this may be a big problem. The author believes that the new "three new" should only be a function in the operator service platform, and it needs to be valuable to operate as a whole. It is difficult to make money alone. Therefore, for communication business innovation, operators should learn from WhatsApp, and don't have too utilitarian ideas. Instead of striving for these benefits that are not long-term and the market space will not be too great, it is better to embed their own platform as a service to enhance the overall profitability of the platform.
Second, make money by selling traffic.
Voice collection is getting less and less, SMS may have to give up, and traffic is like water and electricity, which is a necessity for people in the 4G mobile Internet era. As a core resource that operators can master in the 4G era, traffic is a source of profit that operators will surely grasp. Therefore, as early as 2008, China Mobile shouted the slogan of “flow managementâ€.
Opinion: The traffic in the 4G era must have skyrocketed, but this will not bring about a surge in operator revenue. Because there are three major pressures in front of operators: first, under the pressure of international tariffs, the traffic price will definitely decline; secondly, the entry of virtual operators will also divide the traffic revenue of traditional operators; finally, the flow management and stock stability are very difficult. contradiction. Therefore, the author believes that traffic can only solve the problem of adequate food and clothing for operators, and must not be too dependent.
Third: make money by business
After the removal of the Monternet model, the way operators make money through the Internet business is basically blocked. If some businesses make money, it is the operator's group information products. Based on the operator's carrier-class security advantages and information protection considerations, the operator's group information business has a first-mover advantage compared to Internet companies. In the case of a slowdown in personal market growth, the Group's business will be an important source of money for operators for a long time to come. Of course, the Internet business of operators cannot be killed by a stick. For example, some of China Mobile's services such as wireless music clubs, mobile phone reading, mobile games, etc., although it is difficult to waver in the tide of the Internet, they have already established themselves. The way of profiting has a certain income.
Opinion: The Group's business is an important source of money for operators, and its market space is large. However, the author believes that this space does not lie in traditional areas such as information access or information management, but more depends on innovative services such as Drips and WeChat in the catering industry. Internet companies such as Tencent and Ali will inevitably increase product substitution for the group's business areas. Therefore, the operator group business can not continue to make money, depending on whether the product innovation can keep up with the rhythm of the Internet revolution. As for the income of the Internet personal business, the author believes that operators should consider with a global perspective and long tail-based thinking, relying on the operator's big data advantage, and more focused on the needs of the market segments.
Fourth, make money by platform
The biggest market share of mobile Internet is actually "life share". Whether it is Tencent's shareholding in Jingdong, Alibaba's balance, or Baidu's investment in glutinous rice, everyone is fighting around all aspects of life. Because almost any industry, any behavior can be transformed by the Internet, then the role of operators in people's Internet life determines to some extent which market money they can earn. Making money on the platform at the moment is actually something that operators have to do. Therefore, China Mobile has done 12580, Fetion, mobile phone mall, MM mall, and built nine bases; Telecom and China Unicom have similarly tried.
Opinion: One of the most common mistakes an operator makes is that he likes everything. He has done a lot of products, but the problems in the system have limited the development of the product, making it difficult to adapt to the rapid pace of Internet transformation. Therefore, there are not many products that succeed. At present, several of the slightly influential products mentioned above are basically three in the relevant market, and with the full penetration of BTA, it is increasingly weak. The author believes that operators must have two kinds of thinking in making a platform. One is long-tail thinking. If you earn a little, you can earn a little. Operators can do Internet business and platform, which can be understood as providing a channel for realizing their own resources. Multi-users, so much data, no need to be pity; second, you can not do it yourself if you can buy shares. Internet companies are buying wildly. Tencent has so many users, but it is still necessary to be a carrier.
Fifth, make money by money
Tencent's shareholding in Jingdong is, in one respect, the failure of Tencent in the field of e-commerce. It also proves that it can be successful without any user. Like Tencent, operators can also act as an investor, diversify and expand their funds into projects that make money. Operators such as Virgin and SK are not pure operators, but a diversified group company. With the development of e-commerce, e-services, and e-finance, many channels of operators have become meaningless. Operators may not need to set up branches in each province in the future, as long as a network maintenance team can. So, either reduce the staff or find a position. Therefore, doing moderate diversification is a step that operators should take bravely in the 4G era.
Opinion: Brands need culture, need the foundation, and need DNA, which determines that it is difficult for operators to compete with Internet companies in the Internet field. However, funds do not require any culture, heritage and DNA. Operators can't do the Internet themselves, but they can also follow the tide of the Internet to make money.
In summary, the author gives a general assessment of these five types of ways to make money: communication innovation is to challenge themselves, can delay aging; traffic to make money is to go with the flow, can solve the problem of food and clothing; platform to make money is to compete for wisdom, need resource innovation; money to make money test vision, Need to challenge the state-owned enterprise system.
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