Although the operator's business data for April has not been made public, there have been various gossips and rumors on the Internet. We can't confirm the authenticity of the gossip and rumors, and we can't verify the various data sources. However, the commonality of the various versions is that the three major operators are strictly controlling the cost, and the cost is reduced. There may be readers who have doubts about how to strictly control costs and reduce costs and increase efficiency, and what is the relationship with the current market development? Cost control and cost reduction and efficiency gains are commonplace. Why is this real knife really eye-catching?
First, the big user DOU, stable income scale
Since the beginning of 2018, the competition in the industry has turned to full-scale and unlimited, not only the unlimited price has been greatly reduced, but also the content contained in the package is more abundant, so the operators rely on the package overflow to eat and eat. The harder you come. In addition, operators are also faced with the requirement to cancel the traffic roaming fee + 30% reduction in the package tariff from the regulatory time limit. It can be said that in the face of price and quality, most users are more price sensitive. Only these two superpositions will make the operator's revenue organization face a great test. According to the logical relationship between users, services and revenues, and the relationship between revenue = number of users X and ARPU of users, under the premise that the ARPU of the speed-increasing user becomes more and more difficult, the user is the first choice for the revenue of the operator organization. Limited by the disappearance of the demographic dividend and the speed of development of the Internet of Things, and the premise of mobile phone penetration rate of more than 105%, operators have become more and more difficult to obtain customers.
The operating experience of domestic and foreign operators has confirmed that improving the user DOU can not only stabilize the basic disk of the user, but also effectively promote the expansion of the user. And the laws of economics have shown that if new technologies and products can be introduced, operators can create value for users and distribute them; if they can only provide homogenized products, users will not get new value, operators It can only compete on the price/performance ratio. As a result, for operators, in the process of homogenization competition, the same price component is more sufficient and the price of the same component is lower, which is more likely to be favored by users. Therefore, in the era of traffic management, the level of user DOU can more reflect the ability of operators to maintain and increase the amount of inventory. In fact, this also means that operators must pay more marketing costs in order to build the barriers to the network first, in order to improve the ability to obtain customers.
Reaching customers at high cost and retaining users by increasing user DOUs will achieve a stable revenue scale. Based on this logic, operators must significantly reduce the cost of indirectly related users and invest the funds to fully support the development of the market. Now the street stalls are free to send mobile phone number cards with ID cards, and generally can use the marketing case for at least four months for free, which is an obvious example. Because the operator's marketing cost and the maintenance cost caused by the user's free use of the network increase, the operator has to pay the real gold for the agent.
Second, design network speed VIP to ensure network quality and experience
In the post-4G era, operators have significantly reduced their network investment, and they are all ready to go to 5G. But with the big video + big traffic + unlimited push, the operator's 4G network will soon be filled with the surge of traffic. Moreover, before the 5G real arrival, the carrying capacity of the 4G network cannot be multiplied to support the user's geometric traffic growth demand. This inevitably causes the network speed to drop, resulting in a bad user experience. This will inevitably lead to another side effect. In the short term, it is impossible to achieve breakthroughs in network quality and user experience, and only through price. The low-cost users not only mean high costs, but also mean that network resources are further occupied. Although we can't use this as a vicious circle, we can't say positive promotion. Public network information shows that China Unicom has started the recovery work of Tencent Wangka users. Can this indicate that the limited resources of China Unicom's network resources have caused a large number of Tencent Wangka users to have network transfer demand due to network quality, and then Off the net? In fact, China Unicom's 4G base station share only accounts for 21.85%, while the traffic share has reached 30.18%. China Unicom is the first operator in the telecommunications industry to exceed its share of traffic, and is far more than its 4G base station share. China Unicom's 4G network speed and user perception, we can imagine.
Although low-cost customers and low network quality are not directly equivalent, the trend is now becoming more and more obvious. Moreover, relying on the user DOU to increase the number of customers and stabilize the scale of revenue, it means high cost. As a result, cost compression and control further lag behind the pace of network quality improvement. Therefore, after improving the user DOU to become a stable means and measures for stable revenue scale, the operator's absolute equal GSP network usage model also faces adjustment pressures and opportunities. Because it is increasingly unrealistic for all users to use limited network pipes on an equal basis. As a basic industry, the telecommunications industry must provide network supply for the GSP, but it is inevitable to pay more for enjoying high-quality network perception. Just like the national road is free, everyone can use it casually, but the highway is charged. Therefore, the operator's communication pipeline is logically divided into "national highway" and "high speed". Reflected in the product, it is to design different brands and speed-up packages based on the speed of the network. In the end, users who are willing to pay a penny will enjoy the network advantage and identity difference perception of spending a penny. In the article "Quality premium, China Mobile still needs to continue", the author also analyzed in detail the importance of network quality to operators.
Of course, such product design may involve the adjustment and development of technologies and equipment such as network management, and even the ultimate effect of the realization of the idea is not known. But this should not be the reason for operators to refuse to explore and try. In addition, according to the 5G commercial timeline rumored by the current network, operators still have to endure nearly two years of close combat. And even after 5G commercialization, who can ensure that the current hand-to-hand combat will not repeat itself in the future. Therefore, the Internet speed VIP is going to be tried sooner or later. That being the case, start exploring now, why not? In the article titled “The lack of territorial barriers, how to design a packageâ€, the author introduces the various ideas involved in various tariffs. Interested readers can read Baidu on the Internet.
If operators can't provide new technologies and new products to create more value for users, operators will stabilize existing revenues and user scales under the fierce homogenization competition formed by network resources far greater than user demand. The pressure will be getting bigger and bigger. To solve this contradictory strategy, perhaps this article provides some ideas for everyone.
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