Radio and television, the "fourth largest operator", has been growing rapidly since it entered the communications market. According to the news released by radio and television, the 5G users of radio and television have exceeded 23 million, and the national basic business support capacity of radio and television networks has been comprehensively upgraded, and a full-service operation system has been formally formed.
Interestingly, last year, Radio and Television also put forward the goal of reaching 50 million users within 3 years. To look at it this way, radio and television alone are close to half of this goal.So, is it set low for radio and television to reach 50 million users within 3 years, or is it still a little lacking in the head-to-head competition with the three major operators? This seems to be something worth talking about.
According to industry sources, the goal set by radio and television in 2023 is to achieve 21 million radio and television 5G users by the end of the year, and strive to reach 35 million in the next step, and complete the goal of 50 million within 3 years.
If it is calculated from the official opening of radio and television 5G commercial use at the end of June 2022, it will only be about 19 months for radio and television to officially enter the communication market. But at present, the 5G users of radio and television have exceeded 23 million. To calculate it this way, radio and television has an average monthly rate of more than 1.2 million new users, and it is also completing the set goal step by step.For a new operator, such a speed of development should be regarded as rapid. And if we can maintain this development speed, there should be no problem in achieving the goal of reaching 50 million users within 3 years.
From this point of view, the goal of reaching 50 million users in 3 years may still be a bit conservative.
In fact, don't look at radio and television as a "newcomer" who has just entered the industry. In the communications industry, it is not comparable to the three major operators in terms of enterprise strength, network capabilities, product and service types, market share and brand status. However, Ke Radio and Television is an operator with its own radio and television attributes, and there are more ways forward than the three major operators in terms of development direction. Its background in the media industry and government and enterprise resources are not worse than those of the three major operators.
At the same time, in the field of cable television, radio and television can still have more than 200 million existing subscribers. With the help of the development of "triple play" a few years ago, radio and television itself also has fixed-line broadband services in operation, and in the fixed-mobile convergence business, radio and television also has "radio and television Huijia" fixed-mobile integration services. Even if it is to tap fixed-mobile convergence tariff users from more than 200 million cable TV subscribers, radio and television should be able to obtain enough users.In addition, low tariffs have always been the most attractive "big move" for users in the communication market. In this regard, the new radio and television industry is in place.
Since the beginning of the "debut", radio and television have been constantly introducing "super cheap" tariffs. Not only is the tariff of radio and television 5G slightly cheaper than the similar tariffs of the three major operators, but there are also ** activities with a 6% discount on the tariff; There are also cheaper tariffs such as the 192G ultra-large traffic Futu Card with 19 yuan per month during the contract period and the "Double Hundred" with 100GB domestic traffic + 100 minutes of voice duration, which is 29 yuan per month.
If radio and television can continue to improve the intensity of low-cost tariff marketing and the expansion of existing users, it should not be difficult to reach the goal of 50 million users within 3 years.
Today's communications market is actually different from more than a decade ago. Now in the communication market, not only the market capacity has reached its peak, but its competition is also more difficult. Users not only care about tariffs and network quality, but also have more requirements for service quality and application richness.
This is a real challenge for radio and television.
It is worth mentioning that although the three major operators also have some preferential tariff activities, they are more reflected in traffic and integration tariffs, and do not "deliberately" do ultra-low price competition.
But if the three major operators also begin to take the initiative to reduce tariffs** After starting the competition of low-cost tariffs, the attractiveness of radio and television 5G to users may not be so high.
The low-cost tariff is actually a matter of competing with the strength and profitability of the enterprise. At present, radio and television should not be able to compete with the three major operators in terms of enterprise strength and profitability. In this way, it is unknown how long the low-price tariff strategy of radio and television can be maintained.
When the low-price tariff strategy is unsustainable, whether it is market expansion or the potential of existing users, it will probably reach a bottleneck period. At that time, the user growth trend of radio and television 5G may slow down.
To put it mildly, in addition to low-cost tariffs, radio and television 5G is actually not comparable to the three major operators in terms of product types, service quality and brand status. Therefore, from this point of view, the goal of reaching 50 million users within 3 years should be stable.Stabilizing the scale of users in a stage and then seeking the next breakthrough is actually a prudent development idea. After all, you have to eat the rice in one bite, and it is not realistic to become fat at one time.
In the communications industry, the number of users is a key development indicator. And if you want to quickly expand the number of users, you have to rely on more "boosters".
At present, low-cost tariffs + internal potential tapping should be regarded as a "booster" for the rapid growth of radio and television 5G users. But what new "boosters" can be come up with in the future? This is the time to test radio and television.
Judging from the current information, the new operator of radio and television is developing in the direction of "comprehensive cultural information service enterprise".
So, can the comprehensive cultural information services such as the new ** communication network, the innovation of integrated media services and the radio and television Internet (CBNetGNR broadcasting) become the next user growth booster for radio and television? It's well worth a look.