In the eyes of the industry, if you simply rely on the most basic traffic to increase revenue, it does not meet the needs of investors.
China Mobile released its 2016 interim report yesterday, showing that traffic revenue has surpassed traditional services such as voice and SMS to become the company's largest source of revenue. In the era when the Internet concept played a leading role, the most basic value of resources, traffic, finally came to the reality from the industrial logic. In the eyes of the industry, operators have also begun to fully enter the development stage of trafficking. However, for real traffic management, operators still do not have a clear business model based on business ecological needs. In addition to the “traffic feeâ€, the three major operators need to take greater steps in business innovation.
Traffic exceeds voice revenue
Data show that China Mobile's operating income in the first half of this year increased by 7.1% to 370.4 billion yuan, of which communication service revenue was 325.4 billion yuan, up 6.9% year-on-year. The growth rate once again exceeded the industry average growth rate after many years, successfully reversed the downward trend in recent years. trend. Therefore, China Mobile’s profit for the first half of the year reached 60.6 billion yuan, a year-on-year increase of 5.6%.
It is worth noting that China Mobile's traffic revenue in the first half of the year reached 195 billion yuan, a year-on-year increase of 26.7%, of which mobile Internet traffic increased by 133.9% year-on-year, wireless Internet business revenue increased by 39.7%, and traffic revenue accounted for 43.3% of communications service revenue. The traffic revenue contribution achieved a landmark leap. For the first time, traditional communication services such as voice and SMS became the first source of income.
In contrast, China Mobile's voice revenue in the first half of the year was 120 billion yuan, down 14.2% year-on-year. However, China Mobile did not disclose SMS revenue data.
China Mobile is not arguing that traffic has become the main source of revenue. The company pointed out in the financial report that the deep integration of the Internet and the economy and society has driven the rapid growth of information consumption demand. In the first half of the year, it actively explored and optimized traffic management, achieving double improvement in traffic scale and revenue. Through innovative business models, rich flow products and expanded consumption scale, the company has achieved a better balance between capital reduction, usage and stability. Facing the challenge of improving the efficiency level of traffic business and breaking through the bottleneck of growth, we will seize the opportunity of information consumption upgrade, and start from deepening traffic management, enriching information consumption content, and steadily improving traffic value, speeding up the pace of deepening traffic management transformation and enhancing sustainability. Development capacity.
In terms of the number of users, China Mobile's mobile users reached 837 million in the first half of the year, up 2.4% year-on-year, specifically to 4G, adding more than 200,000 4G base stations, totaling 1.32 million, and the total number of 4G users reached 429 million. 51.2%, 4G network traffic also increased to 88%; broadband, the first half of the net increase of 10.81 million users, the total reached 65.84 million.
Traffic management has become a trend
Not only China Mobile, China Unicom and China Telecom's traffic revenue share is also increasing. China Unicom's 2015 financial report shows that mobile subscriber data traffic increased by 60.1% year-on-year; mobile traffic revenue accounted for 42.9% of mobile traffic revenue; monthly average data traffic of 4G network users reached 1.2GB.
China Telecom disclosed that in 2015, the total traffic of 3G/4G mobile Internet access reached 555,000 TB, up 108.1% year-on-year. The average mobile Internet traffic of 3G/4G monthly households reached 386MB, and the proportion of mobile Internet traffic revenue accounted for 38.4% of mobile service revenue. In 2014, it increased by 10 percentage points.
The economic operation of the communications industry released by the Ministry of Industry and Information Technology in January 2016 showed that the total length of outgoing calls of mobile phones nationwide was 235.22 billion minutes, down 1.1% year-on-year; while the total amount of mobile Internet access traffic reached 540 million G, up 120.9% year-on-year. Broadband access reached 4.8 trillion minutes, a year-on-year increase of 21.5%.
It is understood that the overall length of domestic voice calls has been declining for 20 consecutive months, while the scale of traffic usage has been greatly increased.
Industry insiders pointed out that with the increase of social software and the popularity of 4G networks, consumers' dependence on voice and text messages is getting lower and lower. Statistics from the Ministry of Industry and Information Technology show that as of June 2016, the number of domestic 4G users reached 613 million, which indirectly triggered an explosive growth in mobile data traffic, both in terms of frequency of use, time taken, and importance of work and life. Traffic services have surpassed services such as voice and SMS, becoming the first demand of mobile phone users; in addition, with the popularity of social software, the increase of social software functions and the decreasing traffic charges, social software is more in line with consumer demand, including Video, pictures, voice, file transfer and life sharing all have a greater advantage than voice and text messaging.
Traffic management needs to make great strides
Although China Mobile has obtained large profits due to the traffic fee, in the eyes of the industry, if you only rely on the most basic traffic to increase revenue, it does not meet the needs of investors. At OTT (circumventing operators, Three-way Internet service providers provide users with data and content. In the age of the Internet, relying on traffic to do traffic management is a more sensible way out.
Compared with the communication methods of the three major operators, the OTT business has grown rapidly in recent years, bringing great benefits to enterprises. According to relevant data released by Tencent in the “2015 WeChat Life White Paperâ€, WeChat’s daily call volume has reached 280 million minutes, which is more than 102.2 billion minutes. "If Tencent can obtain the qualification to build a backbone network based on the existing number of users, the telecom market may not be the world of the three major operators." The above-mentioned insiders pointed out.
China Mobile is not trying to work on the road of “de-transformingâ€. In the second half of this year, China Mobile's converged communication network will be fully commercialized. This technology will be able to send text, picture, location and other communication functions like social software such as WeChat. Last year, China Mobile's China Mobile Internet Co., Ltd. was formally established, which was interpreted by the industry as an important step for China Mobile's digital transformation to the Internet.
"Operator digital transformation is an old topic, but it is the biggest problem facing the operation. At present, the general understanding of the industry is that the three stages of operators' development today are: the traditional era of voice + SMS, the era of traffic business, and the application of content The digital service era of the main body. Some operators will move forward in the latter two eras, such as Verizon's acquisition of Yahoo, which is exploring a 'pipe + content' model. But in any case, the entire industry has begun to fully enter the flow-oriented The development stage." Senior communications expert Liu Qicheng said frankly.
In his view, compared with the singularity and controllability of traditional voice services, traffic management is more complicated, from user experience identification, to traffic control, from the change of billing methods to the promotion of cooperation platforms. Traffic management is a new way of market management. Operators need a new mindset to reconstruct a new business model. Traffic will become the infrastructure of the information network society and will be provided to all walks of life in a low-cost form. This is both a good thing and a challenge for operators. The good thing is that traffic will be as ubiquitous and ubiquitous as electricity; the challenge is that in terms of traffic management, operators have not yet had a clear business model based on business ecological needs, even though operators are currently monetizing traffic. A lot of work has been done on traffic and other modes of operation.
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