One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 27 How can a broken industry be reborn? (4)
First of all, Tencent, which owns WeChat, is not only a free "destroyer" of the traditional business of the three major operators, but also the "consignor" of the largest mobile Internet traffic of the operators. It brings nearly 50% of mobile Internet traffic in China. The biggest porter, it is unwise to challenge the largest cargo owner, because there are two other porters who are short of cargo and are waiting to grab your business. China Telecom and China Unicom will never be of one mind with you. This is their traffic grabbing Market opportunities, once Tencent cooperates with them, China Mobile will inevitably lose traffic and users.There are no permanent friends in front of interests, not to mention the three enemies who have already beaten you to death.

Second, the new government is delegating power and advocating more market-based measures instead of administrative intervention to regulate the economy.The Ministry of Industry and Information Technology officially stated: Whether or not WeChat charges users is an enterprise behavior, and the government does not care.As for whether to approve the three major operators to forcibly impose additional tolls on Tencent, the government has not made a public statement.The government should represent the interests of the general public, represent the direction of advanced technology, support the development of private high-tech enterprises, and more importantly, maintain a harmonious and stable society. With more than 3 million users, WeChat has already become an influential channel no less than CCTV. As a public communication platform, the government can only let the opposing parties sit down to negotiate terms and compromise with each other.In fact, as long as Fetion does not charge traffic fees, it can fight against WeChat, but China Mobile does not have an innovative model of cashing out traffic after free.

In the end, I judged that if the three major operators asked for too high a price, Tencent would not be able to bear it, and the negotiation would break down.If Tencent agrees to pay a little extra money to the operator, a mere few hundred million is a drop in the bucket for China Mobile, and it is not worth fighting.I suggest that operators quickly consider how to form a win-win situation with Internet companies through data package cooperation, advertising cooperation, value-added application binding promotion cooperation, virtual operation cooperation, WeChat customized mobile phone cooperation, and even joint venture equity cooperation with Internet companies. The blessing of hundreds of millions of users and the blessing of industrial growth are also the home and prosperity that the Chinese government hopes most.The package integration of China Unicom, China Telecom, and Internet video companies has already begun. China Mobile should change its attitude, let go of its airs, and innovate and cooperate to have a future: the sunset is infinitely good for operators, but it is almost dusk, and "WeChat" are the information The rising sun!
From Antipathy to Cooperation: A Smart Choice
On July 2013, 7, under the vigorous promotion of the two general managers Qiao Jianbao and He Biao, China Unicom Group Corporation approved the official release of the "WeChat Wo" card by Guangdong Unicom and Tencent.In the competition and cooperation between Apple's "chopsticks" bundled with "Manchu Banquet" and Internet companies bundling users through application software, thus marginalizing operator channels, operators can only bundle popular application content with preferential traffic and customer big data. There is an opportunity to be a "platform".WeChat Woka is just the beginning of cooperation.

Case
WeChat Wo - is a phone card, not just a phone card
China Unicom became the first domestic operator to cooperate deeply with WeChat. The two parties jointly launched a special 3G SIM card "WeChat Wo" card. Users who buy a "WeChat Wo" card can not only enjoy the service of a phone card, but also create a It is the first of its kind: users can choose the service form of Internet companies and operators.

"WeChat Wo" can provide nine major functions, allowing users to choose the "WeChat privilege" they need.Among the optional privileges include: group chat rights expanded from 40 to 60 people, more traffic, micro-payment discounts, free game play, free emoticons, free music downloads, free HD movies, and free high-definition mutual transmission Pictures are easier to be found by "nearby people". [11]
At 2013:8 on August 5, 0, Yixun.com, a comprehensive e-commerce website under Tencent, officially launched the exclusive pre-sale of WeChat Wo Card. In just one hour of going online, the pre-sale exceeded 10 people.Coincidentally, WeChat version 5.0 was also officially released the day before. Affected by this positive influence, the first day of pre-sales of WeChat Wo Card rose rapidly, exceeding 3 people at 50:10 pm and 70 people around 12:8 pm. [8] On August 150, the sales volume of WeChat Wo Card exceeded [-] million, and it was limited to the pilot in Guangdong Province.

China Telecom announced that it will cooperate with Netease to launch "Yixin": let Internet companies trade!

On August 2013, 8, China Telecom and Netease announced the establishment of a joint venture Zhejiang Yixin Technology Co., Ltd., and released a new generation of mobile instant messaging social product "Yixin".This is the first time in the world that a telecom operator and an Internet company have established a joint venture company and cooperated to create mobile instant messaging social products, marking that telecom operators and Internet companies have entered a new stage of joint development, operation and capital cooperation of mobile instant messaging products. [19]
Since its release, Yixin has achieved the number of users exceeding 24 million within 100 hours. At the same time, it has also rushed into the top three in the free list of the Apple App Store, surpassing WeChat and Weibo, and becoming the number one app in the social list.

According to the news previously released by @易信官方微博, within 24 hours, "Yixin" has created more than 2 groups, uploaded more than 30 photos in Moments, sent 100 million free text messages, and used 40 phone messages.

自2013年8月19日发布3天后（23日）的17点01分，易信团队在易信应用中发布信息称其用户数量已经达到500万。[14]
In November 2013, Yixin announced the "Xianchao" three-network data free delivery plan. The plan will be implemented on November 11, and it will be a trial operation in November, covering the whole country.Mobile phone users of China Telecom, China Unicom and China Mobile will receive 11M Yixin traffic free of charge starting from the implementation of the plan.

China Mobile Fetion: Do it yourself, okay?
In June 2007, China Mobile launched the wireless instant messaging tool Fetion, which was mainly aimed at mobile QQ and mobile MSN.By 6, Fetion had become the Internet product with the largest user scale under China Mobile, with the number of registered users growing to 2010 million and daily active users reaching over 2 million. [8000]
艾瑞咨询发布的《2011年度十大最佳即时通信软件》中，飞信以2011年1月至12月，均月覆盖人数近8000万而位居行业三甲。

In May 2012, China Mobile Fetion launched the "Open Registration" function that enables Unicom and China Telecom users to register with Fetion directly through their mobile phone numbers.As the first PC client version with this function - the official version of Fetion 5 Morning Sun, it created a record of over 2012 downloads on the day it went live.

In 2012, the active users of Fetion increased to 9932 million, a year-on-year increase of 15.4%, and the highest concurrent online users reached 531 million, a year-on-year increase of 78%.Moreover, Fetion also introduces nearly 2000 million user consumption for other base businesses every month.However, WeChat, which came from behind, doubled the number of users in 2012 to 3 million.

In April 2013, China Mobile's "Fetion Business Restructuring" conference revealed that Fetion will fully cover the functions of WeChat in the future, for example, it will also introduce VOIP functions.In addition, China Mobile also has a number advantage. China Mobile's Fetion business is the same as Unicom's Woyou and China Telecom's Wingchat. Users use their mobile phone number as their registration number, and each mobile phone user has only one number, which is convenient for management and calculation. fee.

The root of the transformation of communication operators lies in: in the innovation of the new model that integrates all-weather customer big data and pipeline service traffic operation, only by reinventing oneself first, daring to cooperate, and being good at cooperation, can you finally have the opportunity to become a platform incubator for content application marketing .

Recommended reading
"WeChat Survival Rules" tells about the transformation of corporate marketing and business survival brought about by WeChat[16]
The fourth wave of mobile communications[17]
How to make money from IT, ICT to IMCT?

Informatization has impacted traditional industries, and the order and degree of impact are different for different industries, and the ways in which these traditional industries have changed are also different.The emergence of mobile phones first impacted the traditional IT industry, developing from IT to ICT to IMCT system integration services.

IT (Information Technology) refers to the traditional information industry, such as the integration of hardware and software.

ICT (Information Communication Technology) refers to the addition of radio and communication networks, that is, the concept of communication, so traditional IT becomes ICT.

IMCT (Information Mobile Communication Technology), M stands for mobile, because of mobile, IT and ICT began to transform into IMCT.

The previous business model of traditional system integrators was to serve large industries or enterprises. The first step was to provide consulting solutions for large projects for enterprises, and then design a solution based on the problem, integrating the support, logistics, capital flow, and human resources of the enterprise. Management, financial management, workflow management, supply chain management, ERP, CRM and other information requirements are made into an integrated solution, and finally a series of information integration services such as procurement of the entire project and installation of software and hardware are completed.

The business model of a traditional system integrator is to earn a lot of money each time, but the problem is that the income cannot be very stable. Maybe the last meal is full, but there may not be the next meal.There are only two sources of income in this model: IT system upgrades for new customers and old customers.

This business model has no stability and no sustainable value-added profit model.That's how system integrators used to be, but what can system integrators do differently now?

First, system integrators can cooperate with operators to realize mobile services.It was originally for system integration, but now you come to cooperate with China Mobile, China Telecom, and China Unicom to be a service integrator SI (Service Integration). The functions operated on the PC side should be moved to the smart phone to operate as much as possible.

Second, realize platformization. For example, in the past, the company’s logistics management system was all operated on the PC side. Now the system integrator cooperates with the operator to develop an intermediate platform and move the logistics system to the smartphone.

Knowledge point

Service integrators are partners certified by telecom operators to help telecom operators provide integrated products and functional services to their end customers; service integrators are responsible for all or part of marketing, product development and integration, and after-sales service in this process link.

This not only realizes mobilization, but also establishes a mobile intermediate platform, which is a data platform for mobile informatization.The mobile data platform realizes background management, support, operation and analysis.These are the two platform products of mobile MAS and ADC. MAS is a mobile information platform for large enterprises, and ADC is an information platform for small and medium-sized enterprises.Platform operation is essentially the big data operation of the industry.

Knowledge point

MAS: Mobile Agent Server (Mobile Agent Server), an access tool to assist the enterprise's original business system to realize wireless applications. After realizing MAS access, the original business system of the enterprise can easily realize wireless applications, such as: OA system can realize Mobile office, email notification, mobile phone approval, etc.

ADC: Application Data Center is a mobile informatization product business launched by China Mobile. It is mainly aimed at small and medium-sized enterprises. It belongs to the industry application of mobile informatization. The business mainly includes mobile OA, mobile mailbox, Four industry application hosting solutions including wireless website and mobile invoicing.

Third, how to establish a charging model?In the past, system integrators could only charge a service fee once, but now for companies that use this system to participate in logistics management, financial management, and supply chain mobile phone management, operators will charge a monthly fee for each mobile phone user.The function fee means that the mobile phone user needs to pay a few yuan for the function of using a certain function application every month.In the past, ICT integration was a one-time payment, but now it has become a monthly fee based on the number of mobile phone users in use. The person charges 50 yuan, the operator keeps 10 yuan, and the system integrator keeps 5 yuan. The system integrator has a monthly income of 5 million yuan.For system integrators, as long as the system continues to be used, the company will pay for the employees who use it.Therefore, the innovative IMCT system integration service achieves sustainable development through continuous monthly income.This is the innovation of business models brought about by cross-border integration.This approach achieves a win-win situation for both parties. The operator increases revenue, stabilizes group customers, and ICT achieves sustainable profitability.

The industrial transformation of mobile informatization is not over yet. Finally, the development and application of big data will bring even greater business opportunities.The platform integrated in the system will record all the flow of business data, customer data, capital data, and data on consumption and usage habits, conduct mining operations on the basis of the data, and understand the characteristics of user needs based on the analysis of big data, etc., and at the same time open these The platform calls for more application developers to develop industry applications based on this platform and these data, and then sell high-quality products to group customers together, and then share profits, and finally form an App store model for applications in various industries.

In fact, such a model is a horizontal change, from changing two industries to changing countless industries. The first change is ICT, and the second changes the business model of operators.The third one changed the fate of software application developers, from the application of the private App Store personal market to the industry application market.We call this business model "Chongqing hot pot model".

The "Chongqing hot pot model" talks about using hot pot as a platform, but the hot pot and the bottom of the pot do not make money. The money is made by other people's Chinese cabbage, mutton, mushrooms and other small dishes. The small dishes made by others are served on the table one by one. If you keep rinsing, you can continue to obtain high profits from each side dish.In the system integrator model, the pair of chopsticks that eat the hot pot is called a smartphone, the big hot pot is called ICT, and the small hot pot is called IMCT.Just now I mentioned that the non-profitable hot pot base is the voice SMS business, and the profitable mutton slices, fat beef, and Chinese cabbage are all applications on the platform, and these applications are not made by the owner of the platform. Those partners (app developers) are doing it. IMCT is a typical representative of the "Chongqing Hot Pot Model" theory I summarized.Will it catch fire?

Any organization or enterprise can have four business models through mobile phones:
B2B2C, service object and customer-oriented applications.

B2B2E, management and service for internal employees.

B2B2P, industrial supply chain management for partners.

B2B2M, for remote control of goods and equipment and equipment machines.

Mobile phones are not only "Wo" of China Unicom, but also "Wal-Mart"

Every mobile phone is the owner's exclusive shopping mall.It is a "specialized shopping store" for one person. It doesn't matter what you sell, you know where the owner of the machine is at the moment, and what he wants is the key.There are 65 billion such stores worldwide, and 12 billion in China.Occupying the mobile desktop is the most valuable commercial real estate investment: Who is the owner of the platform?

——@北邦王立新微博 November 2013, 7

The retail industry is the leader, driving the manufacturing, service, financial, and logistics industries, as well as the industrial clusters.Without buying and selling, there will be no manufacturing, no financial services, and no logistics... The e-commerce platform will be the core hub of industrial transformation in the information age.

Who will be the largest mobile phone mall in human history?

Supermarket chain Home Plus (the South Korean brand of retail giant Tesco) launched a "mobile supermarket" in a bustling subway station in 2011, allowing consumers to quickly scan to buy what they need.On both sides of the subway platform door, various commodities in the supermarket are printed on huge advertising boards. Passengers can use their mobile phones to take pictures of the QR codes of the selected commodities and put them in the mobile phone "shopping cart". Delivered to the customer's home within one day.The trial led to a 130% increase in the retailer's online sales and a 76% increase in online shoppers.Every day, more than 1 loyal customers complete the purchases of the day in the subway station.With this move, Tesco quickly became the leader in online retailing in South Korea.And this kind of marketing method is also learned by the domestic comprehensive shopping website "Yihaodian", and it is promoted on a small scale in subway and bus stations in Beijing and Shanghai. [18]
The subway supermarket of Home Plus is based on the business model of mobile O2O online and offline interaction, which is overturning the former glory of "Wal-Mart" and also a challenge to "Amazon".

In the era of traditional industrial civilization, Wal-Mart created a large table, large enough to almost wipe out all the retail industry, becoming the world's largest retail industry platform.Wal-Mart is the private employer with the largest number of employees in the world, and has repeatedly ranked first among the Fortune Global 500 companies in the United States.

(End of this chapter)