Major telecom companies in the mobile Internet communication tool “collective failure”, such an assertion, perhaps on the operator’s mobile IM strategies and product planners are not fair. To be fair to say that world and talking to friends, flying wing that, the product itself has not done well, and the idea is very open, particularly decision their Internet communications business, together with rival eat into the share of basic telecommunications services, in the case of the three carriers, out of this step requires considerable courage.
Telecom operators see the challenge, taking action, with an open product ideas, made is good product (LMT Woo, wing, flying, the talk talk), why it is also said that they should talk to micro-credit, rice “collective failure”?
This is because:
One mistake: not from business strategy to address, but from the perspective of simple machinery.
Talk to micro-credit, rice to eat into the underlying telecommunications services, telecom operators how to deal with? Same product was also launched to meet yet? This way of thinking is straightforward, but too simple machines.
Say, is not to say that telecommunications operators should not launch Chat worth talking to friends, flight, wing, but think that carriers should make the analysis of micro-credit, rice talk business model, not just stuck in the analysis of micro-credit, rice talk, KIK on product features, follow up on each other’s products.
This kind of imitation, was tantamount to see their opponents hold a stick, you have to pick up a stick.
More frightening is that you pick up the stick, not crack down on opponents, was hit in his body–shunt Telecom business, do not themselves physically punish?
Is not to say that telecoms cannot be imitated products of micro-credit, rice talk to these guys, but disagree with simple mechanical product imitation, but rather should directly talk to micro-credit, rice’s business model strategies.
Micro-credit, rice talk business model, business model, what do we mean? Is SNS.
Recognizing the business model of micro-m chat, telecommunication operator’s strategic objective would be good for mobile IM sure. Is from the standpoint of SNS services acting in micro-letter m chat, rather than with your own IM products to hand-to-hand combat tactics.
SNS services for telecom operators, is one of the most advantages: a flood of users; users between Unicom and for payment and payment channels; user has a lot of SNS in telecommunication services using the record business needs mining large amounts of data, such as records of calls, roaming, LBS information; have users use business credit information, and so on, which can be good basis for developing SNS business. If not with carrier Enterprise now base operations and value-added business SNS business user base, but rather to “worth” as a basis for development of SNS business, are no doubt to avoid detours, even backwards.
If you determine that the ultimate is to acting micro-letter, m chat SNS strategy, rather than acting in mobile IM products itself, telecom operators are not to their telecommunications services through the medium, the SNS service, but rather to a new product (mobile IM) to SNS service, it is almost a step backward, is a mistake.
Second mistake: the bonds of relationship with the user confusion.
In fact, in the issues addressed above, that there is a serious business logic problem: what is the link between telecommunications operators and users? Previous telecommunications between users and operators of Telecom business sales relationship is a simple, your network use of telecommunications services is the “user”, off-grid, is not this user, and full telecom service-centric, and too self-. Potentially significant risk is that users do not use telecommunication services, and telecommunications enterprises do not have any relationship. In case of Internet revolution in the field of communication, bringing more and more telecommunication services instead of products, some users are no longer using telecommunications services, these users and telecommunications enterprises do not have any relationship.
Telecommunications companies, this is terrible!
How can I avoid repeat paging business of the year gone, users disappear, companies disappearing story?
Why not into music business users, those users online shopping user, movie business users? Even if they don’t use telecommunications services, as well as other business users is the ability to create value–this is the charm of the SNS business.
To wanted to to Internet business transformation, Telecom enterprise on should considered adjustment user in telecom service in the of “identity” (ID) problem, to can do desalination Telecom business (number) for Center of user recognition way, best is using user real identity to recognition user, this identity above, can added arbitrary business relationship, and Telecom business, just future telecom operators to user provides of many business one. If telecom operators really can such adjustment on user of recognition way, and and of phase adapt to will various business (do not want to called value-added business, because if do have enough good, some business will powerful to ad the telecom business, mention Telecom Foundation business of atrophy is appointees) integration in user of identity zhixia, this will is adapt Internet, especially moved Internet era of important adjustment, this also will is once concept of changes, will will is a significance major of things.
Let us imagine hundreds of millions of real information, reach very high contact, payment channel users into Internet SNS service users, will be how valuable it is! If transformation succeeds, Internet business has bright prospects, telecom operators no longer have to bundle of telecommunications services on a hemp rope!
How to identify and determine relationships between the user, you can learn from Internet companies, obviously stick to users is that will never change, particularly because the user does not use a business change.
To sum up: the need for uniformity of users to identify, integrate business resources, meeting the challenges of Internet companies of the time, came out a mobile IM, there has been a new set of user identification, a development system user, business development a lot of mobile IM users, glad tidings keep pouring in, but this is not a strategic success, indeed of little significance. This is the second of carrier mobile IM ill advised: mobile IM users identity confusion, is not really the face of clear and compelling product strategy of Internet business.
Those three: meet the challenge of the Internet, not really put the Group on the strategic level hands-on
In 2011, the human communication special network era officially began by entering a genuine public network era. PLMN,PSTN referred to in public networks, in fact, or just individual operators building their own networks, but the popularity of mobile Internet, truly human communication into the public network age – the Internet communication era.
The alternative speed perhaps there had been no mobile phone replacement pages so fast. Because, after all, the alternative is using alternative ways and channels, features no revolutionary change, rather than mobile paging function revolution of that year. But telecom carriers must be recognized that after this year, operators basic telecom service revenue (including mobile communications revenue) growth is difficult, perhaps even entered a period of contraction.
Transformation of the telecom operator, very tight. Transformation is the focus of user: in the case of Telecom business shrink, mining user value. Transformation platform: must be one of the Internet, or make use of the Internet as a tool for developing traditional business, such as Internet sales of tickets for concerts, football matches, and so on.
However, we can see, talk to our friends and the flying, wing talk, are only three operators data products at the business level, the responsible departments are still just data business units, and to take countermeasures of too tactical levels. From this point of view, the failure of one or two earlier, is some strong data services sector hard, because of their in-house SideShow status, there is no capacity to take action on the strategic level.
Telecom operators have to face the urgent challenge of mobile Internet, if the current “value added business unit” and practitioners, and business income cannot be more than basic telecommunication business unit within a few years, that is the underlying prospects for telecommunications companies will be very scary (of course, not as paging businesses so sad).
Tencent does not depend on user communication (TEXT\VIOCE\VIDEO) to get income, Tencent’s revenue from all communications services provided to large user groups outside of value-added services. Reference its personnel structure and income structure, we can think about the future of telecommunications operators.
Since transformation of focus is mining user of value, since user relationship and main control in Foundation Telecom business sector hands, since Telecom enterprise transformation will full embrace Internet, since current Telecom enterprise of data business sector fundamental cannot station in telecom operators-oriented Internet enterprise transformation of strategy height above thinking and operation, so, all telecom operators on should in group strategy of height, again schema-oriented Internet enterprise transformation of business system, Cannot only rely heavily on data services and new business sectors to face the challenges of the Internet.
On the communications industry are concerned, it’s a big time. Nobody has ever experienced, no one knows exact look like in the future, but we feel there will be a radical change in the future.
In this change Eve, everyone else felt to move on. Person and enterprises will inevitably be taking the wrong steps one of two possible, but to move on is the most important, wrong you can also adjust, not forward, will just have to be eliminated. I respect the operators of these enterprises and Tencent, millet efforts forward. I just ratione materiae to explore, strategies of analysis of telecom operators. Of course, explore some of the force to do, after all, in the large telecom operators to do something is not so simple. Of course, as a business, how can I talk to quite a number of micro-credit, rice development and growth of thinking, maybe sometime will speak up and share with you.
Or irregularity, hope will forgive me! Also look forward to the Exchange.