Broadband recruits entering or breaking the tariff pattern

"The mobile broadband price in Shanghai recently reached 400 yuan, and there is a monthly package of 78 yuan, including cable TV, 200 minutes of calls, and 20 trillion of broadband." Dr. Peng, a person in charge of the Shanghai area to the First Financial The daily said.



In fact, with the release of the national policy, the game between the private equity and the three major operators in the broadband market will be more intense. In addition to the Shanghai region, the trend of “price reduction” across the country is also very clear. In order to respond, private companies such as Dr. Peng and Founder Broadband are also launching low-cost broadband.

Zou Xueyong, secretary general of the China Virtual Operators Industry Alliance, told reporters that with the issuance of virtual broadband business licenses, the tariff patterns of traditional operators will certainly be broken. He said that if value-added services develop rapidly, it may even cause broadband to be free.

Price war smokes up

Recently, many users have received promotional SMS messages from Shanghai Mobile broadband packages. Each month, they can enjoy high-speed broadband Internet access for tens of yuan per month and for four or five hundred yuan a year. Mobile sources revealed that Shanghai Mobile has established a broadband development plan for 2015, and the offensive on broadband is much more fierce than last year.

In addition to lowering broadband prices, mobile is more aggressive than promotion in the past. According to media reports, some mobile business offices require first-line employees to set up booths to sell broadband at the entrance of the community every night. In addition to the public customer market, mobile also invests a lot of costs in the government-enterprise customer market for competition.

"The move is to grab the market, it is the latter, the price war is also normal." An insider of the snail movement told reporters that telecommunications to make money on the fixed-line broadband, and mobile is the layout of the whole business, its profit point In the mobile business.

China Mobile officially obtained the qualification to operate fixed-line services at the end of 2013. It quickly issued licenses and launched "home-based" services for public users. It focuses on wired broadband, mobile virtual networks, and intelligent set-top boxes. It hopes to use wired broadband to drive 4G mobile services. development of. Since last year, China Mobile’s broadband advertisements have spread across the country. The slogan is “only one dollar a day”.


"Mobile has invested a lot in the local network access layout. For example, in some cities, mobile has entered into exclusive agreements with developers and properties, and has paid high prices for access to the community." An unnamed broadband service provider told reporters that broadband has The price war has actually begun. From the data point of view, broadband access by telecommunication operators occupies over 90% of the market share. Due to the development of mobile Internet, the broadband market is still not saturated, and competition for users will be fiercer in the later period.

Dr. Peng said that the relevant person in charge told reporters that there is no problem with this price. "On the one hand, users need to consider quality issues. On the other hand, mobile users are not building their own networks. Services and business links may be lengthened, such as the decomposition of orders." Dr. Peng Peng said to reporters.

The tariff package model will break

"In the past, broadband was very opaque. To give an example, some manufacturers wholesaled five 10 megabits (lines) for use by residents of a building. However, when users pay, they may charge 10 trillion per household. The phenomenon of fake broadband and black broadband is very serious.” Zou Xueyong told reporters that with the competition of price wars, the downward trend of broadband prices is inevitable. It can be foreseen that enterprises that profit from broadband prices in the future will certainly not be able to do so.

It may be time for a "stormy" broadband market to come to a storm.

In the Internet + and other booms, broadband has become the most important connection tool in the ICT industry, but from the market data, although there are not many service providers with relevant licenses or qualifications, broadband is always a game played by a few people: Currently, Private enterprise broadband access only accounts for less than 10% of the market share.

On December 25 last year, the Ministry of Industry and Information Technology officially issued a circular on opening up the broadband access market to private capital, encouraging private capital to build the infrastructure required for broadband access network business, cooperating with basic companies and sharing revenue, and leasing basic telecom companies. Various models such as network resources have entered the broadband access market, providing users with more choices and better services. The circular was formally implemented in early March this year.

"The first batch of pilot cities in China to open up the broadband market for private-equity enterprises has already reached 16, including Shanghai, Guangzhou and Nanjing. The trial period is 3 years." Zou Xueyong told reporters that usually, there will be no less than two regional licenses. , so it is expected to be 32 or more. According to the reporter's understanding, currently there are virtual operators such as sharing communications and Suning Connect, as well as CDN service providers such as Lanyi Network and ChinaNetCenter for competing for broadband access network qualifications in the above cities.

Zou Xueyong told reporters that the most important thing for private enterprises to enter the broadband market is to do two things. The first thing is to target the original black broadband, to make the price and speed more transparent; the second thing is to break the original operator. The camp monopolized and tried to replace the previous "tariff package" model with a more flexible payment model. He gave an example. For example, after a video site has applied for a broadband license, users who use the service can obtain "targeted" traffic and services for video services. Broadband will be more personalized.

The aforementioned person in charge of Dr. Peng told reporters that the era of the sale of broadband as a resource has passed and is now more service-oriented.

"Entrance" contest

"Private enterprises are interested in the broadband market. Basically, they are also looking for value-added services." Zou Xueyong told reporters that it is clear that broadband is the largest entrance to the community. Each household needs a broadband link, which is a bit like logistics. One form of competition for the "Last Kilometer" is to make their business into every household and then make money through value-added services.

Zou Xueyong believes that for virtual operators, some are interested in becoming smart home construction millet, Haier, etc., some hope to have their own development in education or games, and broadband is also an essential tool to enter the family market. "Every smart home business is inseparable from the network. Virtual operators have both mobile broadband services and private broadband licenses, and they are even more powerful. They have no fear of losing network control when building and promoting their own smart home products."

Prior to this, Dr. Peng launched the HD set-top box barley box in October 2013. He will also market barley routers, barley shadow sticks, and barley game controllers. On the cloud service level, Dr. Peng will work with various video sites through a stakeholder license Galaxy Internet. Gained massive amounts of video content and launched various services such as cloud games and cloud education.

Dr. Peng said the above-mentioned person in charge explained to reporters that the company's customer base is not simply divided into individuals, broadband, but subdivided into "individual broadband home viewing user group", "personal broadband family gaming user base", "personal broadband "Home education user base", targeted sales, in order to find real paying users, for example, games have value-added charges, distance education also has value-added charges.

"In the sales process, we will say this to our customers. Do you have the need to watch movies? Is there a smart home product at home that needs to be connected to WiFi? These things are not traditional operators selling things." Dr. Peng The above-mentioned person in charge stated that the operator's management system is relatively single and limited to communications, and the business is difficult to do very carefully. This family has extended the industrial chain, super routers, and smart homes, which traditional operators do not do, and it will be difficult to do in the future.

"But under the scramble of business, the battle for the broadband market in the Red Sea will soon come. It is not easy to compete with the basic operators in the traditional communications business." The broadband service provider, who did not wish to be named, stated that the issuance of licenses is at least It will not be a short-term battle until the second half can begin.