Recently, Chen Zhongyue, chairman of China Unicom, put forward a rather fresh industry problem: there is a "time difference" and "price difference" between 5G users and revenue.
The so-called "time difference" refers to the "time difference" between the service and the network, although the proportion of 5G** in the industry has exceeded 70%, but the proportion of 5G network users is just over 40%, * a significant difference between users and network users.
The "spread" refers to the "spread" between traffic and revenue. With the rapid growth of 5G traffic, the industry generally has the problem of asynchronous and mismatched business growth and revenue growth, which is often referred to as increment without increasing revenue.
In response to these two problems, my view is that "time difference" is easy to deal with, and "price difference" is difficult.
The problem of "jet lag" is a product of a special phase. At the beginning of the development of 5G, in order to release confidence in the industry, with the acquiescence or support of relevant departments, the three major operators created a new indicator of 5G** users, and all users who have handled 5G** have become 5G** users by default, as for whether you are using 5G mobile phones and whether you can enjoy 5G networks, it does not matter.
For a time, with the support of the strong marketing methods of the three major operators, 5G ** users have developed rapidly, and when the shipments of 5G mobile phones are still stuck at the million level, 5G ** users have successfully exceeded 100 million, and 5G development has shown a thriving scene.
Some people say that 5G** is cheating users, but in fact, it is really not to talk about it, after all, the unit price tariff of 4G traffic and 5G traffic is the same, the difference is only that 5G is not unlimited**, in fact, 4G has also stopped unlimited **. For normal users, there is basically no difference between using 5G** or 4G**.
Chen Zhongyue raised the question of "there is a time difference between the business and the network" to show that there is still huge potential space for follow-up traffic management, but in fact, the user's consumption behavior has not changed much from 4G to 5G, and the so-called traffic operation is just a false proposition.
Some people say that according to statistics, the ARPU of 5G users is significantly higher than that of 4G, 3G, and 2G users, how to explain this?Quite simply, it is not that users have increased their consumption in the process of moving from 4G to 5G, but that users with high consumption have taken the lead in entering the statistical group of 5G users.
The problem of time difference is easy to solve, just unify the caliber of Qiqi, with the 5G terminal** go down, the scale of 5G users will continue**, but the value of the later 5G users will definitely not be as good as the previous 5G users.
And the real problem is the "spread".
This is a problem that has plagued operators for many years, and in order to solve this problem, from stock management, to traffic management, to value management, they are all aimed at solving this problem, but the results are not significant.
My point of view is that operators always put business development and existing users together, and this business philosophy itself is very problematic.
The purpose of the so-called stock management and value management is very clear: to let users on the Internet buy more business and products, and pay more money to the company.
Carriers often boast that the hundreds of millions of users in their hands are the biggest resource and the most favorable development factor for the enterprise. I think this is a typical lazy political mentality.
Over the years, operators have created a lot of digital products, from the initial value-added services, to the later cloud products, data products, these products are promoted through the way of **sales and integration**, from the sales data, it feels that they are selling very well, but in fact, the front-line sales staff know what is going on, and the water is too much!For example, cloud computers, the three major operators are selling vigorously, claiming that the number of users is already tens of millions, or even hundreds of millions, but looking around, how many people are using it?It is said that the activity is only in the single digits, and out of a hundred users who have paid the money, only three or five are logged in occasionally, are users stupid?This is known as fusion selling.
Don't think about making a fuss about existing individual users all day long, which is easy to produce "almost thinking", since users are ready-made, since it is so easy to sell, what is the pursuit of high quality, almost on the line, buy a product, set a shell, throw it to the provincial company to sell, can sell very well, and what independent research and development, not enough effort, costly.
In my opinion, if operators want to truly develop digital services, they should abandon the thinking of value-based management, do a solid job in R&D, come up with truly competitive products, and engage in market-oriented operations with the intention of openly competing in the market.