When modern communication technology develops to a certain extent along the two main lines, the blending and integration of these two development trends will inevitably occur. The integration of wireless and data, that is, the integration of personalized communication mode, broadband communication ability and rich communication content, is an inevitable way for communication to develop to 5W, and it is also the main trend and inevitable trend of current communication development. As a broadband mobile communication system, the third generation mobile communication is the inevitable product of this trend. Objectively speaking, 5W can not be fully realized, but it is an important stage in the process of modern communication towards 5W.
The development of modern communication has changed from "technology-driven" mode to "market-driven" mode. Therefore, it is particularly important to find the survival and development space of the third generation mobile communication from the market and business. For telecom operators, to a certain extent, whether they can correctly understand the services of the third generation mobile communication will be the key factor to gain an advantage in the competition.
First, the creative space provided by the third generation mobile communication
1, open architecture
(1) The traditional organizational structure of communication services restricts the generation of new services. In the traditional communication system, a series of standards are defined at the business level to standardize the whole business process. The consequence of this practice is that the network structure is restricted by telecom services, and it is difficult to introduce and expand new services on this network structure, which restricts the emergence of diversified services. At the same time, because only the standard telecom services are defined, the scope of service provision is limited by the operators' own capabilities. Once users choose a network operator, it means that they can only enjoy the services provided by this network, which is also contrary to the current "market-driven" communication development model.
(2) The third generation mobile communication provides us with an open space. Standardization organization is concerned with the standardization of the third generation mobile communication service capabilities, not just the standardization of the service itself. This makes the network structure no longer subject to telecom services. The biggest feature of the third generation mobile communication network is its digital, intelligent and grouped unified structure. 3G unified network provides a multi-service platform, which can easily carry all kinds of telecom services. 3G standardizes some basic telecommunication services such as voice and short message, and only considers the interoperability and service inheritance between 3G network users and heterogeneous network users (such as GSM network). Under the network architecture of the third generation mobile communication, a brand-new user-oriented commercial value chain composed of more links has emerged.
2. Rich creative space
On the one hand, the third generation of mobile communication provides us with a wireless communication mode of humanized access to the network, on the other hand, it provides considerable communication capabilities, making it possible to communicate data with much richer content than voice communication. As the fusion of wireless and data, the third generation mobile communication provides us with rich creative space at the intersection of the two major communication fields. It builds a communication bridge between the external information world and individual users.
The third generation mobile communication standardization organization defines six service models:
Mobile internet access
Mobile Intranet/Extranet Access
Customized infotainment
Multimedia message
Location-based service
A rich sound/single sound
Second, telecom operators should pay attention to the focus of the third generation application.
As the application of the third generation mobile communication technology under the principle of "market-driven", we must pay attention to two aspects, one is the demand of end users, and the other is the service that the network may provide. When we can find the similarities between the two, we may realize a new business or even create a new business model and maximize the corresponding benefits.
For the demand of end users, it can be realized by subdividing and positioning the user market; Regarding the ability of network to provide services, we think that if a new technology wants to develop well, it must find its development space from its technical essence by discussing the unique new services it may bring and its possible combination with other networks. To this end, we abstract and classify the services of the third generation mobile communication as follows:
1, a service field that reflects the characteristics of the third generation mobile communication itself.
In this business field, we will make corresponding business analysis according to the technical characteristics of the third generation mobile communication itself.
(1) Broadband Communication Capability of the Third Generation Mobile Communication
Possible business direction. Due to the advanced technology of the third generation mobile communication, the network can provide certain broadband services no matter whether the user access rate is 384Kbps or 2Mbps. Multimedia applications: such as multimedia short message, video streaming, online radio, MP3 player, etc. Integrated data applications: such as Internet access and enterprise data network access.
The focus of attention. Due to the scarcity of wireless communication resources, for broadband services, the resource occupation cost will be the most important problem restricting the promotion of such services. Therefore, for a specific business, it will be the key to the development of this kind of business to study how to reduce its resource occupation cost, seek the balance between tariffs and users' affordability, and explore reasonable tariff strategies.
(2) The wireless characteristics of the third generation mobile communication.
liquidity
Possible business direction. Mobility is the most essential feature of the third generation mobile communication. Therefore, mobile service is also the most basic service of the third generation mobile communication. Traditional business applications in mobile: mobile voice, mobile data under specific circumstances. A new application brought by mobile: location-based services. In the recent mobile communication field, packet is in the initial stage of the promotion of the third generation mobile communication, and the traditional mobile service will still be the most important part of the whole service system.
The focus of the lock. Because users in mobile applications will pay great attention to the range of movement and the ability to maintain communication during the movement, the service quality of the network, especially the coverage of the network, is the biggest influencing factor for traditional mobile services. For the new applications brought by mobile, in order to better realize the support of the whole network, it is more important for telecom operators to support such services by the network, and the standardization and openness of technical implementation methods.
untie
Possible business direction. Because wireless communication is essentially free from the shackles based on communication links in wired communication mode, users can access the communication network at any time within the coverage of the whole network. Different from mobility, in unbound aspect, we are more concerned about the ability of users to access the network and obtain information in a relatively static mobile state. Applications in this direction include: high-speed data services (due to the natural contradiction between mobile and user communication bandwidth, we believe that the main application objects for high-speed data services will still be quasi-mobile and relatively static users), mobile PVN and so on.
The focus of attention. In order to improve the unbound service, how to improve the network's ability to accept users as much as possible and expand the area where users access the network will be the factors that affect this kind of service. A practical problem in the network is the roaming ability of users, which is different from the roaming of users in the traditional 2G network. In the third generation mobile communication, these roaming will be more reflected in the roaming of services enjoyed by users.
Personal communication mode
Possible business direction. As wireless communication is a personal communication mode, there is usually a relatively stable correspondence between communication terminals and end users. It is the existence of this correspondence that makes it possible to realize the following business models. Network reverse search users: this mode can change the pull process in the traditional data communication field, and introduce the push process triggered by network or other factors to send information to users; Personalized service: In the third generation mobile communication network, users can design their own services within the capabilities of the terminal and the network, thus making the services more targeted. For example, business customization; Service based on personal information: Because we can think that the third-generation mobile communication terminal used by users represents themselves to a certain extent, the network can identify the users themselves by identifying the terminals. The biggest application in this area will be mobile e-commerce.
The focus of attention. For the first two, the most important factors are the actual supporting capacity of the network, the diversification of the business itself and the richness of the content. For services based on personal information, the most important thing is network security to avoid the loss of personal information in the process of network information interaction.
2 the third generation of mobile communications and fixed-line business areas
For the third generation mobile communication, although it is a complete communication system, it has its own perfect network system. But in the whole communication field, it is actually a historical stage of the development of the whole communication technology. Therefore, the third generation mobile communication must not be regarded as a completely independent system, separated from other communication systems. In order to better realize the value of the third generation mobile communication, we must integrate it into the whole modern communication network system.
For the traditional mobile communication network, because the network capability of the third generation mobile communication actually includes 2G, all we need to consider is how to transition from 2G to the third generation mobile communication.
For the fixed network, due to its huge users, content, network resources and low communication cost, it forms a complementary system advantage with the personalized communication mode of the third generation mobile communication. Combining the advantages of the two will certainly open up many new business areas with great market potential, which is very necessary to improve the overall business capability of the third generation mobile communication system and serve the needs of end users more effectively.
For the combination of the third generation mobile communication and fixed network, there are two tasks: one is the integration of the loss of the bearer network, which is exactly the idea of NGN, which can reduce the construction cost of the whole network and improve the overall capacity of the network, but this process will be a long-term process; The second is the combination of service layers, which can realize the generation of * * * and new services through the interworking of service platforms between networks, such as integrated VPN based on the interworking of intelligent network platforms. Because the service network is independent from the bearer network, it is more flexible and realizable to realize the interworking between 3G and fixed network at the service level.
On the other hand, because the development of the third generation mobile communication and fixed network is relatively independent and closed, it is necessary to standardize the whole business process and various business interfaces between the two networks in order to truly realize the combination of the two services.
Third, the strategy of telecom operators under the new business model
1 and the commercial value chain analysis of the third generation mobile communication
With the change of operation mode, the value chain of mobile communication will also undergo revolutionary changes and basically converge with the value chain of data communication. The value chain of 3G is much more complicated than that of 2G. Due to the combination of mobile and data and the maturity and further differentiation of the market, some new roles have joined the value chain of 3G services. On the whole, the value chain of 3G services includes: users; Network operators; Access service provider; Application/service provider; Content provider.
:: End users. End users are the end users of business and the source of market development; The basis of commercial value chain is to provide more convenient and perfect services for end users. As the final consumer, user satisfaction has become the key to the virtuous circle of the whole business market. Only when users are satisfied and pay the corresponding currency for the services they use, can the win-win situation of the whole market be based.
Network operator. In the early stage of 3G service development, the network provider is the core link of the value chain, shouldering the responsibility of aggregation and integration, and leading the development and promotion of the whole service market. Network operators provide backbone transmission network/support, wireless access network and some network services, operation/billing and integration functions, provide open and fair access and powerful data bearing network for various applications/contents, and become the link between application/content service providers and users. At this stage, the main income sources of the value chain are network access and basic communication fees. However, at this stage, due to the small number of users and large initial investment, the income is not rich; Its main purpose is to occupy the market and cultivate consumer groups. The provision of services usually faces the user market with a unified operator brand, and establishes a brand image with the help of market promotion effect.
After entering the growth period, network operators still occupy the core position of the value chain, providing unified wireless access and network bearer services for application/content providers and end users; The target market began to accept the service mode of mobile data services, and users gradually became dependent on mobile data services. While improving the quality of network services, network operators have conducted in-depth market research and analysis, researched new services together with application/content providers, constantly enriched the content and types of online services, and constantly improved their brand awareness. Network operators began to relax brand control, allowing application/content service providers to establish their own brands to a limited extent, and the competitive pattern gradually formed.
After the market matures, the center of the value chain begins to shift to application/content service providers, and network operators undertake the stability of network operation to ensure the quality and capacity of network services. At this time, the user market has matured and the market penetration rate has reached a high level.
Contact the service provider. Mobile portal access service provider: collect services provided by content providers, manage ICP in a unified way to provide customized services for users, and users can access mobile portals through the Internet or collection terminals to obtain their favorite services.
Internet access service provider. Provides access to the Internet, but is not responsible for collecting content. The provider is only a node for users to access the Internet.
Application/service provider. Service providers provide services to end users. Service providers here mainly refer to value-added service providers, providing intelligent services and value-added data services. Value-added service providers do not have their own networks. They rent the network of equipment vendors and mainly develop value-added services to attract users. Application providers (or application developers) provide necessary applications for service providers or network operators. Service providers provide services on applications, and application providers do not directly face users.
Content provider. Content providers establish comprehensive or professional websites to provide information and application services for mobile users. They are the direct providers of content/application services of mobile Internet services and important market participants, and are responsible for developing and providing services suitable for mobile phone users according to users' requirements. It is the key link to determine user satisfaction and start the market. The development of wireless internet content will be much larger than the current service scope. Successful content applications will include personalized entertainment, financial services, location-based services, personal information management and other services covering mass market services and industry market applications.
2. The problems that telecom operators must solve under the new business model.
In the new business model, income distribution is the most important issue. Before 3G network operation, China Telecom should reach an understanding with content providers and service providers on profit sharing and risk taking. Reasonable benefit distribution is the premise of the smooth development of enterprises. China Telecom needs to solve:
Share revenue with application/service providers and content providers. This is the first problem to be solved. Only by solving this problem first can application/service providers and content providers participate in this business model with high enthusiasm and launch services and content that meet users' satisfaction. And lay a foundation for attracting more application/service providers and content providers to participate.
Relationship with users. How can we attract users? After solving the relationship with application/service providers and content providers, operators have rich content, which is the first condition to attract users; The problem of residual cost will be another important condition to decide whether users will participate, and the problem of cost will affect the degree of users' recognition of 3G services.
Excerpt from China Wireless Communication
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