Recently, China Mobile, China Telecom, China Unicom and other three major operators have successively released the 2012 interim annual report. A reporter from China Business Daily found that China Mobile still occupies the leading position in terms of scale of operations, with operating income of 266.5 billion yuan in the first half of the year, which is equivalent to the sum of China Telecom and China Unicom ’s half-year revenue. However, in terms of growth rate, China Mobile performed poorly, with operating income increasing only 6.6% year-on-year and profit growth only 1.5% year-on-year, the lowest value in 13 years.
Undoubtedly, the development of telecom operators has reached a critical moment. Among them, the "traditional" color of China Mobile is particularly prominent. As far as the reporter knows, the growth rate of the voice business, which is the main growth driver of China Mobile, has been declining, and the revenue has only increased by 2.8%. The short-message business, which was once the largest revenue for data services, has also retreated to third place, with revenue falling by 3% year-on-year and revenue from data services growing by 17% year-on-year.
Behind the numbers is naturally a sudden change in the environment. A few days ago, Wu Hequan, academician of the Chinese Academy of Engineering and vice chairman of the China Communications Society, proposed at the "2012 First Operator Terminal and Application Innovation Cooperation Conference" hosted by the China Communications Society: Although Internet companies do not have licenses for basic telecommunications operators, they will use IM ( Instant messaging) and other methods that do not require a license cannibalize and divert basic telecommunications services. The dominance of telecom operators is being gradually worn away by Internet companies.
In addition, Wu Jichuan, the former minister of the Ministry of Posts and Telecommunications, also expressed special concerns about telecommunications operators. He believes that the future pattern of the telecommunications industry will change from competition among the three operators to operators facing emerging Internet operators and IT equipment vendors. Between the "big triangle" competition, and in many aspects such as flexibility to respond to market changes, telecom operators are seriously lagging behind.
"Little triangle" encounters "big triangle" competition
In the first half of 2012, the revenue growth of the three major operators was flat. China Mobile is 6.6%, China Telecom is 11.2%, and the highest China Unicom is only 13.3%. Compared with Internet companies, this achievement is eclipsed.
During the same period, revenue growth of Internet companies such as Tencent and Baidu exceeded 50%, of which Tencent reached 54.3%, and Baidu's second quarter revenue growth reached as high as 69.6%. Not only the speed of development, but the total profits of Internet companies have also begun to leave telecommunications operators behind. In the first half of this year, Tencent's net profit reached RMB 6.0496 billion, nearly double that of China Unicom, and its operating income was less than one-fifth of China Unicom.
What is even more stressful for operators is that Tencent's instant messaging service has 783.6 million monthly active accounts, an increase of 11.6% year-on-year. Tencent-led WeChat also added video and voice call services in the first half of this year.
Wu Hequan told reporters from China Business Daily that WeChat and Mi Liao are different from QQ and MSN. They have the characteristics of deeply binding mobile phone contacts, and have a strong ability to replace text messages. From the beginning of 2011 to March 2012, the number of WeChat users reached 100 million, and mobile phone users' per capita SMS traffic fell by 7%.
At this rate, Zhou Hongyi, chairman of 360, once sadly predicted that within two years, WeChat will replace the SMS and MMS services of telecom operators.
Of course, the failure of operators in the mobile Internet is not what Zhou Hongyi said. Previously, Wu Jichuan also emphasized that the second decade of the 21st century will enter the post-Internet era. He explained that China's telecommunications industry is no longer the original "small triangle" competition formed by China Telecom, China Mobile, and China Unicom; instead, it is faced by telecommunications operators, emerging Internet operators, and service-oriented IT equipment vendors constitute a game in the "big triangle" integrated services.
This is indeed the case. At present, the biggest threat facing operators is the free phone shock. The traditional telecommunications business model is a one-way revenue model in which operators charge customers by providing services. The monthly subscription model of the Internet makes various communications within the monthly subscription speed or browsing limit no longer charge. The latter is naturally popular with consumers.
A more vivid case is that users of the new version of Android can make free phone-to-phone calls over WiFi and also support free text messages. Apple's iMessage timely communication software supports free text messages, Viber supports free calls, and FaceTIme supports free calls and video calls for iphone and ipad users. This method is being respected by more and more terminal manufacturers.
What is interesting is that in the era of traditional telephone services, operators can get up to 70% of profits. However, in today's mobile Internet era, more and more intermediary enterprises have taken a large part of the profit space, how can this not make telecom operators nervous.
Based on this, Yuan Lihua, deputy general manager of China Mobile Terminal, told reporters: "The terminal industry should become more important to operators than ever." Relying on data traffic has become the coveted direction of operators.
How do operators deploy mobile Internet
What makes Wu Hequan quite gratifying is that operators began to learn the model of Internet companies in their organizational structure. Traditional telecom operators usually adopt a three-tier system of group, province and city, while Internet companies usually have a flat and specialized division of labor.
It is understood that in order to cope with the competitive pressure of the Internet industry and enrich the content application products, China Telecom has successively established eight major product bases in the south to build independent mobile Internet core products. The eight bases include: Tianyi Reading Base (Zhejiang), Collaborative Communication Base (Zhejiang), Internet of Things Base (Jiangsu), Love Game Base (Jiangsu), Love Music Base (Guangdong), Video Base (Shanghai), Tianyi Space Base (Chengdu) ) And anime base (Fujian). It is reported that China Telecom plans to set up these bases independently to set up Internet companies, with high returns and high incentives to bear high risks.
The eight bases of China Mobile were previously under the management of provincial companies, and now plan to spin off to establish China Mobile Internet Corporation. Prior to this, China Mobile International Corporation, China Mobile Terminal Corporation and government and enterprise companies have been established.
Yuan Lihua said that China Mobile will make efforts in the following points in the future: coordinated development of high-end and low-end, to achieve multi-brand and multi-price coverage of user needs in the entire product chain of flagship smartphones and multimedia smartphones; open cooperation to attract more manufacturers Participate in the development of the TD market; strengthen the service support of the industrial chain and promote the steady improvement of product quality; adopt an open, cooperative, and win-win business preset strategy; carry out omni-channel construction to improve the terminal sales level.
Unicom puts emphasis on the thousand yuan smart machine. The head of the Public Relations Management Department of the Marketing Department of China Unicom believes that most of the terminals are now smartphones, and it will be no problem to account for 80% in the future. The conservative estimate is the scale of 500 million users who use smartphones to surf the Internet, which also contains With huge development potential.
The speculation of the above-mentioned head of China Unicom is not groundless. This year's smartphone shipments of Chinese mobile phone suppliers have reached 146 million units, accounting for 51.9% of mobile phone shipments, which has surpassed feature phones. In 2011, domestic smartphone shipments accounted for only 26%. The development of mobile intelligent terminals has greatly promoted application innovation and extended business to the mobile Internet, accelerating the advent of the mobile Internet era.
Wu Hequan emphasized that from narrowband to broadband, from 3G to LTE, the Internet, especially the mobile Internet, not only changes in network facilities and technologies, changes in bandwidth and usage, but also brings changes in business models and management models. Telecom operators need to learn from Internet companies in many ways to accelerate transformation through innovation.
However, some analysts believe that serious homogenization has become the biggest problem of current operators' Internetization. After a little observation, it is not difficult to find that all the value-added services are nothing more than application stores, reading, music, animation, cloud computing, games and so on. If they really operate independently, setting aside their respective operator backgrounds and user advantages, these services will be put into the market as pure mobile Internet services, and they will inevitably encounter positively. In addition to other existing mobile Internet companies, the competition is fiercely hot .
In the first half of 2012, the revenue growth of the three major telecom operators was flat. China Mobile is 6.6%, China Telecom is 11.2%, and the highest China Unicom is only 13.3%. Compared with Internet companies, this achievement is eclipsed. During the same period, revenue growth of Internet companies such as Tencent and Baidu exceeded 50%. Behind the numbers, it reflects the sudden changes in the market environment.
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