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In the era of triple play, mobile broadband (MBB) is about to start a new round of war. Are telecom operators ready?
Changes brought by the integration of the three networks
On January 13, 2010, Premier Wen Jiabao of the State Council chaired an executive meeting of the State Council and decided to accelerate the integration of telecommunications networks, radio and television networks and the Internet. It is not difficult to see that regulatory policies are increasingly inclined to break the monopoly of a single operator, thereby further promoting business innovation and the prosperity and development of the communications industry.
In the era of triple play, the communications industry is facing a major transformation. The traditional telecommunications industry has shifted from satisfying people-to-person calls to providing rich content and applications, from voice-based to data-based, and from standard unidirectional services to personalized applications. At the same time, communication needs have gradually penetrated into all aspects of people's lives and work, and have also penetrated into all walks of life.
After the integration of the three networks, telecom operators will be able to play video content that has long been monopolized by broadcasting and television. With the promotion of the integration of the three networks, the integration of video-related services and traditional telecommunications services will produce more innovative services. With the continuous penetration of many colorful video content, mobile broadband will usher in an unprecedented development.
In terms of the integration and reconstruction of the industrial chain, MBB has undoubtedly brought huge benefits to many operators, SP, and CP from the most basic mobile Internet access to various rich business applications. After the integration of the three networks, telecom operators should strengthen cooperation with media content providers and network providers, vigorously open source and cut costs, thereby promoting the development of MBB.
Characteristics of MBB in the new era
In the era of triple play, the characteristics of MBB services will undergo major changes.
First of all, the types and number of video services of MBB will be greatly increased, and the video content will be greatly enriched. In the future, whether it is video broadcasting, on-demand, look back, PVR and other services, or traditional MBB services such as web browsing, mobile positioning, mobile payment, mobile office, etc., can be presented on an MBB terminal (PC + data card, mobile phone, etc.)
Therefore, when operating mobile phone video services, telecom operators need to cooperate with broadcasting and television content providers with mobile phone audiovisual licenses, such as CCTV, People's Broadcasting Station, China International Radio and other content providers in broadcasting and television systems. Only through extensive cooperation can MBB services of telecom operators provide rich mobile video services and realize multi-screen switching of video services.
Secondly, there will be many innovative MBB video services in the future. Due to the penetration of radio and television video services into the three major telecommunications operators, the existing MBB services and video services will continue to merge, resulting in many innovative services, such as mobile video surveillance, mobile VOD, etc., and the profit model of the business will have a certain degree of innovation.
In addition, from the perspective of network requirements, extensive and seamless coverage is a key element for future MBB development. According to Informa Telecoms & Media, by 2013, the number of MBB users worldwide will reach 980 million, the CAGR will reach 50%, and the growth rate of MBB users in China will exceed 50%. With the increase in the number of MBB users and the increase in data traffic per user brought by the increase in video services, MBB will have higher requirements for network coverage and capacity in the future. For homes, hotels, shopping malls, comprehensive entertainment venues, etc., WLAN sites need to be built for deep coverage, and network capacity issues must be resolved to achieve WLAN complementary to 2G, 3G, and LTE, and ultimately to achieve convenient and seamless MBB access.
Discussion on MBB Business Operation
In order to cope with the above-mentioned changes in MBB, telecom operators' business operation strategies and profit models need to be changed accordingly to seize the opportunity of triple play.
First, deploy and operate high-value innovative businesses. The so-called high-value business mainly refers to a business that can charge end users a certain additional usage fee in addition to Internet data traffic.
Nowadays, people's requirements for digital life are getting higher and higher. The content-rich MBB business is more and more popular among the public, and the use time of the business is also becoming longer. MBB not only enables people to enjoy communication and entertainment anytime, anywhere, but also provides conditions for family safety and work convenience. Judging from the current general end customer needs, such innovative businesses mainly include:
Mobile Surveillance: refers to remote viewing of home video surveillance and office surveillance screens through mobile phones or PCs, or remote monitoring of children's movements through mobile phones. This business can effectively ensure the safety of the family, the company's information security and the safety of children, and plays an important role in improving people's quality of life and work. Of course, this function requires the mobile network to have sufficient bandwidth, and also needs the coordination of the home and office area monitoring system, so the operator needs to constantly improve the basic network construction.
Mobile IPTV: refers to the integration and innovation of IPTV services and existing MBB services to enrich the existing MBB business types. In the future, the mobile phone will be a powerful personal electronic information tool, and it will become a human access to various virtual networks. Through the mobile phone, the audience can be closely connected to the IPTV program. Moreover, with the vigorous development of mobile short programs that are suitable for people to enjoy in the mobile state and less than 5 minutes in length, such as MTV, Flash stories, wonderful advertisements, etc., mobile IPTV will continue to innovate in product personalization to adapt to "personal "The market has endless changes in demand.
It should be particularly emphasized that the short mobile programs here refer to short and sophisticated video content provided by operators, mainly including high-quality information and entertainment videos related to news, film and television, music, and their content and quality are far superior to ordinary video websites. The provided video program.
Second, vigorously develop services other than video services that can increase MBB data traffic.
Although the data volume of this type of service itself is not very large, with the sharp increase in the number of users, the increase in user access time, and the frequent sharing of pictures, audio and video, this type of service also accounts for a large proportion of network traffic. Through the development of such services, the MBB data usage of end users can be greatly improved, thereby increasing the revenue of operators. Such businesses include:
Mobile version of various social networking sites: With the rapid growth of the number of users of social networking sites, the demand for audio, video, documents, and pictures uploaded and downloaded by users increases, and MBB data traffic surges. According to PR Newswire estimates, in the second half of 2009, YouTube accounted for 10% of global mobile data traffic, and the upload and download of audio and video files took up a lot of MBB traffic. Therefore, when developing such services, telecom operators should actively use their advantages in network bandwidth and quality to ensure the user's business experience.
Convergence of online games: With the prosperity of the game industry in recent years, many white-collar workers have become game players, and with the rapid development of Internet access capabilities, online games are popular all over the world, so if telecom operators can allow users to play their favorite anytime, anywhere Games, and at the same time support operations on mobile phones, TVs, PCs, and other terminals, which will undoubtedly greatly promote the end user's MBB data usage.
File transfer, super mailbox and other services: At present, the Internet is full of various massive materials and information. Many people hope to download, transfer and share these materials through the mobile broadband network. However, the current mobile Internet does not support these functions well. Many websites only provide convenience to computer users, while support for mobile phone users is very weak, and users cannot log in to these websites through mobile phones. If operators can develop and support these functions for mobile phone users, and the convenience of mobile phones can be carried around, I believe MBB will bring more ease to people's work and entertainment in the future, and it will also bring more income.
In addition to actively developing the above-mentioned innovative three-network integration services, operators should also actively develop innovative profit models, such as placing advertisements and increasing backward charges. Advertising is an important source of income for the Internet industry. Although the profit model of advertising is relatively simple, its practicality is very strong, as long as there are enough users to develop it. A telecommunications operator with a large user base can place appropriate advertisements in the MBB business to increase the backward charge and expand the source of profits. For example, playing short video ads within the buffer time of mobile IPTV on-demand, or popping targeted Flash ads during video playback. Backward charging is an essential capability for operators in the mobile Internet era.
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