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"How long have you not used SMS? Has your SMS been reduced to a verification code?" Since the 4G era, WeChat has risen in its entirety and almost replaced SMS, which also led to SMS messages from the three major operators Revenue fell sharply.
5G new infrastructure speeds up, and 5G applications are on the line. With the rapid advancement of 5G technology, on April 8, the three major operators jointly released the "5G Message White Paper" and jointly launched 5G messages to transform and upgrade traditional short messages in the native way of the terminal.
Unlike traditional messaging, 5G messaging can integrate comprehensive information such as text, pictures, audio, video, and location. This change may reshape the traditional SMS industry chain.
At the same time, mobile phone companies such as Huawei and ZTE have collectively expressed their will to accelerate the launch and commercialization of 5G news. The concerted efforts of all parties in the industry chain indicate that 5G news is about to enter full acceleration.
Affected by this, Beiwei Technology, Shenzhou Taiyue and many other RCS concept stocks have daily limit.
Talking about the direction of 5G information commercialization, some operators related to the "Securities Daily" reporter said that the individual user charging model needs to wait until the business is officially listed before it will be known, and is still under study.
WeChat ushered in the first opponent of traditional short message transformation and upgrading?
The 5G messaging service is a new upgrade of the terminal's native basic short message service.
For individual users, 5G messages will break the length limitation of each message by traditional SMS, and the content will also break through the text limitation, to achieve the effective integration of text, pictures, audio, video, location and other information; The message will provide an information interaction interface with individual users. Enterprises can output personalized services and consultations to users through rich media such as text, voice, and tabs. For example, in a dialogue with 12306, users can quickly implement ticket booking, payment, and ticket change operations by sending voice or text, and clicking on keywords.
At the same time, on the basis of inheriting the traditional SMS-free registration, installation-free applications and other features, 5G messages further facilitate the convenience and efficiency of information exchange. In addition, 5G messages also support information transmission methods such as encrypted transmission and graphic passwords, which can provide information security and protect user privacy.
In this regard, Fan Yunjun, deputy general manager of China Unicom, said that 5G messaging is an important part of the 5G ecology and digital economy, carrying the important mission of traditional SMS business transformation and upgrading, but also contains an important opportunity for the evolution and iteration of the information service model. It is expected that all parties in the industry chain can work together to build a 5G messaging ecosystem, upgrade the messaging service experience of mobile phone users, and boost the industry application value of information services.
In addition, Wang Guoquan, deputy general manager of China Telecom, said that on the one hand, China Telecom will strengthen ecological cooperation, continuously improve user experience, strengthen cooperation with all parties in the industry chain, and jointly create high value of network interconnection, business interconnection, terminal sharing, and consistent experience Message ecology; on the other hand, strengthen innovation cooperation to enrich 5G message applications and explore more business application scenarios.
5G messaging is so powerful that many netizens couldn't help voicing when watching the online conference: WeChat's opponent is coming? ! Compared to WeChat, we have to download apps, and SMS is a function that comes directly with every mobile phone.
"The three major operators jointly promote 5G messages to broaden the use of short messages. The purpose of 5G messages is different from WeChat and cannot replace WeChat. However, WeChat has had a great impact on short messages before, causing the major operators' SMS revenue to decline sharply "Kang Zhao, CEO of the operator Finance Network, told reporters from the Securities Daily that the operator does not want to compete with WeChat, but he can't do it. The user stickiness of WeChat is already quite high, and the social attributes are very strong. The three major operators previously developed social tools, which were separated from each other, and were eventually broken by WeChat. Both Fetion of China Mobile and Yixin of China Telecom survived. 5G news has its uses, especially customer service functions, which is different from the social function of WeChat.
Communication expert Xiang Ligang also believes that the purpose of 5G messages is not to share WeChat's social cake. The core is still to provide integrated services. Compared with other integrated service platforms, the short message entrance is more convenient and convenient, displayed on the first screen, not An independent App is required, and the user's identity can be automatically identified through the mobile phone number, which can provide more stable user services.
"The era of selling traffic" is getting farther away
"Short message is the best business for operators in the past two years, but the business volume has increased a lot, but the revenue has not increased much." Fu Liang, an independent telecommunications analyst, quoted data to tell the Securities Daily reporter that in 2019, the national mobile short message service The volume increased by 37.5% over the previous year, and the growth rate increased by 23.5 percentage points over the previous year; the revenue of the mobile short message service was the same as that of the previous year, completing 39.2 billion yuan (approximately 3% of the operator's telecom business revenue in 2019).
Fu Liang said that traditional short message revenue also mainly comes from merchants, and 5G messages can enrich the content and service forms sent by merchants. With the development of this new format of 5G news, traditional SMS will fade out of the stage. Pushing together the three major operators will also accelerate the landing of this emerging basic service.
Entering the 5G era, the three major operators as the main force in the construction of 5G base stations are naturally not far behind in 5G applications.
"In fact, operators have been brewing 5G news services for a long time, and it may take a long time to gradually improve in the future." Xiang Ligang told the Securities Daily reporter that 5G news can transform short messages into a comprehensive information service platform , To improve the service capabilities of operators, while enriching the income structure of operators.
In fact, with the continuous emergence of new scenarios and new formats of information consumption, it is also a general trend for the three major operators to use 5G technology to upgrade.
According to Jiang Han, a senior researcher at Pangu Think Tank, 5G is an important direction for national economic construction. At this time, many business model explorations are in line with the development direction of the market. For operators, the era of making money by selling traffic is over. The next concern for operators will be how to combine traffic and scenarios organically.
"The 5G news white paper is just a blueprint for commercialization. The most crucial thing is whether we can really walk out of a more valuable business model." Jiang Han also said that on the one hand, social battlefield competition has become fierce; Against a relatively sound background, it is very difficult for 5G information to break through.
Terminal enterprises collectively accelerate the promotion of 5G news and commercial use
With the acceleration of 5G base station construction, RCS is expected to become the fastest landing 5G application.
It is understood that Microsoft recently added support for RCS in the PC, intending to acquire the mobile terminal market; the four major US operators Verizon, AT & T, Sprint and T-Mobile also announced that they will jointly provide RCS news for Android smartphones in the United States.
Dong Xin, deputy general manager of China Mobile, said that 5G news is a common choice for global operators. The Global Mobile Communications System Association GSMA has formed a general consensus to incorporate RCS into the mandatory functions of 5G terminals. Through unified technical standards and unified services Presentation and unified functional experience, accelerate the rapid spread of business and scale development.
The Huaxi Securities Communications team believes that the launch of 5G messages by the three major operators will help interconnection between operators, will break through RCS service barriers, and accelerate the development of the RCS industry. Operators, terminal manufacturers, solution providers and other industrial chain links Will benefit.
Once the short message industry chain is connected, hundreds of millions of businesses may explode. According to GSMA's data, it is estimated that by 2021, the global market for industry-based short messages based on RCS will reach US $ 74 billion.
"Traditional apps need to download and take up mobile phone storage space. To a certain extent, RCS's out-of-the-box advantage has the ability to replace most of the light apps, making the SMS platform a strategic entrance for application distribution. Therefore, RCS can cover chat Customer service, online shopping, short video marketing, precision interaction and other broad markets, "said Hu Youwen, an analyst at Anxin Securities.
It is also optimistic about the application of RCS, Huawei, ZTE, Xiaomi, Samsung, OPPO, etc. have all given affirmation and expectation to the 5G messaging service.
Huawei said that it supports the mobile 5G messaging service. It has entered the pilot region in March to start the joint debugging test. It plans to open FirstCall on April 10 and supports 5G messaging in June.
ZTE said that it is willing to work with the three major operators to promote 5G news to become the fastest landing 5G + business application and create a better future; Xiaomi Mobile will support 5G news on all 5G models in the future, and actively promote the commercialization of 5G news products; Samsung is developing 5G messaging services based on the latest specifications of operators, and plans to fully support 5G mobile phones within this year; OPPO said it is willing to work with the three major operators and other terminal manufacturers to start from users, popularize 5G technology and related applications, and build a win-win situation. A prosperous 5G business messaging ecosystem; vivo will upgrade information experience through 5G messaging to bring users a brand new communication service experience.
It is worth mentioning that 5G news seems to temporarily shut out Apple users. As of now, all mobile phones launched by Apple do not support 5G. It is reported that Apple will release a 5G version of the Apple phone in September 2020. This may mean that the earliest time Apple users can enjoy 5G information services will be in September this year.
