Sumin Jian: On the flow of business strategy

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communications industry statement will be called the traffic operations, talk about the will and intelligent pipeline, the reason is the operator proceeds with its explosive growth rate in the data flow does not match the extremely operators feel that their own loss, and feel they have been channelized, go to the core values ​​of of the Traffic management is the future of the operators that flow business how to do it? My own understanding, to be divided into two levels, a few key words, to initiate Talking about something.

the first level: pipelined flow value

Keywords: limiting price increases, expansion, 4G .

interpretation: the so-called enhance the pipeline flow value, was rather I opened this road, this tree I planted, from passing, leaving the buy road money"that now run most of the data in the pipe (third-party data) the value are to the OTT service providers directly for user charges, operators only act as a role of pure pipeline, that operator why not"pipe" role to maximize the benefits?

. limiting : This does not mean simply to restrict the user's data traffic, but to little network capacity, network cost has not yet been significantly decline, operators are no longer open to the supply, and start the refinement of business, the monthly package the press M to count the Japanese package to open KB to count, layered classification set packages, many operators have begun to cancel the data service unlimited traffic policy.Also want a monthly subscription? Yes, but limited. 2011 UK-based operator O2 great downloads mobile wireless Internet subscriptions to take measures to restrict traffic (Network Data: Analysys Mason is estimated that the fair use policy ( Fair Usage Policy ) to manage the flow of users can be average traffic per user decreased by to 30% ~ 50% , so as to enhance the flow unit revenue).

. price : As the communications market competition is increasingly fierce," price"has become the main theme, in this large context," to mention price"against the tide seems to be an unreasonable decision-making, but for the operation of the carrier's data flow is indeed quite upset.In mobile technology have said that the simple traffic and server fees are difficult to compensate for the investment of the operators in the associated hardware (in mobile financial information reported, the network construction investment of hundreds of billions, while the flow of income is only 10 billion , a difference of obvious).Thus, although counterintuitive, but the"price" strategy is often operators, such as 2011 the Netherlands KPN Mobile led by three operators, respectively, to enhance its mobile data traffic, the unit price/span> Vodafone also cut data services subsidies.Market effectiveness from the point of view, the"price increase" is not on the number of users have a significant impact, such as, Telstra, ( Telstra) mobile broadband charges the highest quality network services is still its retain more than half of Australia's mobile broadband users.In addition, the"price increase" in addition to the face of the customer to upgrade the unit flow price, there is another level of understanding is for the OTT service providers to receive"special expenses", such as, the Netherlands KPN Mobile for Skype, to such provide of VoIP services, real-time information service enterprises an additional charge.

. expansion : In addition to driving traffic unit price to obtain a greater income, there is a method expansion.This does not need, for example, 3G, the initial"unlimited data" marketing strategy to make the network capacity is often quickly overdraft network expansion has almost become the norm of the operator.

. 4G : With the frequent network expansion can not meet the increasingly huge demand for network operators to set their sights on 4G , Europe, America, Japan and South Korea, and even domestic operators are beginning to plan or begin construction 4G network, the data shows, the global mobile operators in nearly 90 said plan, experiment or deployment LTE .Been leading the development of the communications industry, the U.S.market, Verizon , of AT & T and so has begun operations 4G network, but It is noteworthy that, in order to attract customers from 3G migration to 4G , the operators once again resorted to"limited traffic" strategy, if the strategy of sustained, it is very likely will once again quick to overdraft their network capacity.

Note: The above mentioned facing the domestic communications market to the part of foreign operators are very different, the above-mentioned strategy is not entirely suitable for domestic operators, only as a direction of thinking to indicate it.

The second level: the value of the smart pipe

Keywords: customer identification, application development, the industrial chain

talk about intelligent pipeline, I would like to talk about on customer stickiness"problem, domestic operators to do a lot of things have an inertia of thinking is to think about it is not able to increase customer stickiness.Increase customer stickiness in order to do? The traditional understanding is that to continue to contribute to the operator's traffic revenue by increasing customer stickiness to keep the number of existing customers to its How to increase customer stickiness? Free, fun, value-added services.Ever since generated such as fly letter Mobile Market, phone reading series seems to only increase the viscosity regardless of profitable business (or operators strategy placeholder strategy), have to say, in the mobile Internet era, such an approach is outdated, the future must be dominated by the data, rather than the traffic of the world, become the main source of revenue to this day will come, Perhaps the voice service will become a sticky business on the set of packages may be thus described: This package data flow 50G , and contains 300 minutes of talk time.

gossip break a long return to the Value of Intelligent pipeline.Smart pipe is different from the pipeline of the concept refers to operators able to identify the value of the traffic flowing through its pipeline to find in which the good of the true value.

. identify customers : operators need different places for different customer base, different end users, business preferences , and even different tariff sensitivity users different business marketing (including marketing) of the flow of packages must have"smart" to the use of flow characteristics (as usual on social networking sites, download e-books, online mobile phone games, the Android mobile phones, mobile search, sports websites, often inter-regional use, and so forth) to identify different groups of customers, in order to fine marketing, and access the value and content value enhancement, addition, with the help of this information can achieve to pull to help business users quickly find their target customers, after the passage of the operators to the mode of charge and open platform to achieve profitability.

. application development : This is a key business flows, in order to avoid becoming a pure channel, self-development and application is an inevitable choice, and rely solely on the operator's own development capacity is not enough, you must create application development ecosystem, the flow of value-oriented operators, domestic and foreign operators, including domestic China Mobile, China Telecom, China Unicom, including abroad, such as the Verizon , at & t , Vodafone , the T-Mobile , Orange , of SK Telecom and so establish its own application store.Temporarily abroad, the situation is not clear, the current situation of the domestic application store, innovation is restricting the development of a bottleneck, has yet to be developed out of our own Angry Bird , with the APP Store the Android Market still a great distance.In addition, the analysis of online reference to a well-known analyst Liu Chien-hung, mobile network traffic management to the mobile MM Mall on the phenomenon of bad money drives out good money, the the MM Mall is a traffic free policy in the store listed at the beginning of the MM to attract users to a certain extent, but when MM to reach a certain size, traffic free policy potential"bad money drives out good money" drawbacks: to create effective is the good, the consumption of resources is not bad money to create effective, operators can not benefit from the free software, but also a waste of traffic , free software is bad money.

. industry chain collaboration : As the traffic is not classified, grading, the flow of customers from Sina microblogging 1000M traffic and banking transactions to the customer's 1000M there is no difference in traffic for operators, or, more precisely the operators do not have this does not make a distinction, but obviously, their value is not the same, such as Sina microblogging 1000M traffic may its 10 of advertising revenue, bank trading system 1000M traffic may its a 50 million of management fees.Operators can be for content providers to design and pay = quality network security"principle of cooperation to achieve the different levels management, even into the marketing of the content providers and participate in the promotion of which is divided into .Such as the British O ₂ has a different content providers