1. What is the difference between China Mobile, Linkage and Telecom?
Similarities: China Unicom, China Mobile, and China Telecom are the top three telecom operators in China
Differences:
(1) If we compare and distinguish from 3G alone, China Unicom uses the world's most mature and widest coverage WCDMA network, with the fastest network speed, the most stable, and the most universal in the world;
(2) China Mobile Using the domestic self-developed TD-SCDMA network technology, although it has strong autonomy, it is still in the development stage, and has certain limitations in maturity, stability, network speed, and versatility;
(3) The CDMA2000 network technology used by China Telecom It is the predecessor of WCDMA, and it is also a transitional development system. It has some of the characteristics of WCDMA. Because of this, CDMA2000 is considered to be between the first two in the current 3G services of the three major operators. The performance is slightly worse than WCDMA, but slightly better than TD-SCDMA.
So just look at 3G services, network speed: China Unicom > Telecom > China Mobile; stability: China Unicom > Telecom > China Mobile; global versatility: China Unicom > China Telecom > China Mobile.
From the perspective of 2G business, China Mobile has done a better job than China Unicom and China Telecom, and the signal coverage is more comprehensive.
On the other hand, China Telecom is more prominent in broadband and fixed-line services. When it comes to broadband and fixed-line services, there may be more users using telecommunications.
WCDMA network
WCDMA has: larger system capacity, better voice quality, higher spectral efficiency, faster data rate, stronger anti-fading ability, better anti-multipath, can be applied to up to 500km/h The technical advantages of mobile terminals, and the smooth transition from the GSM system to ensure the operator's investment, provide a good technical foundation for 3G operations.
China Unicom uses the world's most mature and extensive WCDMA network, which is why China Unicom's 3G services are better than those of China Mobile and Telecom.
TD-SCDMA
The TD-SCDMA standard is a 3G standard formulated by China. The original standard research party is Siemens. In order to independently develop WCDMA, Siemens sold its core patents to Datang Telecom.
TD-SCDMA has unique advantages in spectrum utilization, frequency flexibility, diversity and cost of business support.
WAP website
That is, WAP (Wireless Application Protocol) is the abbreviation of Wireless Application Protocol , a global network communication protocol, which makes the mobile Internet have a common standard. Its goal is to introduce the rich information and advanced services of the Internet into wireless terminals such as mobile phones. middle. An application protocol standard that realizes the combination of mobile phones and the Internet.
What exactly does SP refer to?
Chinese name: Service provider
Service object: Telecom operator
Foreign name: service provider
(1) The English abbreviation of “service provider” refers to an organization that makes money by providing mobile value-added services such as SMS and MMS under the platform provided by telecom operators. SP (service provider) through operators (such as The value-added interface provided by China Mobile, China Unicom, China Telecom) provides services for users , and then the operator deducts the relevant service fee from the user's mobile phone fee and broadband fee, and finally the operator and the SP divide it according to the proportion .
(2) It is the direct provider of mobile Internet service content application services. Responsible for developing and providing services suitable for mobile phone users according to users' requirements.
Monternet
- In the huge value chain of the mobile Internet, mobile operators, service providers (SPs), mobile terminal equipment providers, etc. are connected. As a telecom infrastructure network operator, China Mobile, the big brother of China's telecom industry, is undoubtedly at the top of this chain. In order to seize the mobile Internet market, China Mobile has made great efforts. Relying on its nearly 60 million mobile phone users, China Mobile took the lead in launching the "Monternet Venture Plan" . The existing WAP platform and short message platform can be opened to partners. It is not difficult to see that China Mobile wants to become the builder and manager of China's mobile Internet market, and takes "Monternet" as the center to gather It has established numerous mobile internet service providers to provide various value-added services to its mobile phone users.
- At present, there are more than 100 wireless content/application service providers in China, which have turned to mobile phone value-added services based on short messages after the once-promising WAP application has been indifferent . From sending short messages for New Year's greetings to text messages on Valentine's Day; from sending messages to offline friends through QQ to checking the status of one's friends through mobile QQ, SMS has been given a brand-new application by service providers.
- Now wireless service providers want to increase the flow of SMS messages while expecting click-through rates, because the latter can bring real benefits. The launch of "Monternet Business Plan" has undoubtedly brought them excellent opportunities and unprecedented challenges. In the face of this huge market worth hundreds of millions of yuan, it depends on how mobile operators and service providers slice this big cake.
Tencent's "Mobile QQ" ranks among the leaders of Monternet
May 24, 2001 14:53 Sohu News
In general, Monternet is a business launched by China Mobile in December 2000. It is a unified brand that China Mobile provides users with a series of wireless value-added services. That is to say, the plan of Monternet includes many wireless value-added services, and then these services are unified under the platform of Monternet. For example, there are many products under the Nivea brand: facial cleanser, face cream, toner, eye cream, etc.
Under the project of China Mobile, it has attracted many domestic service providers (SPs), such as Sina Weibo, QQ, Sohu, etc. Among the many SPs, Tencent, with its huge number of users, is listed in the "Monternet Plan" Come out on top.
The article cited above was in 2002. In 2002, the function of Tencent QQ was mainly a chat tool for instant communication, but there were not many functions, although there were already world-class brands ICQ, Chat tools such as PICQ and CICQ occupy a considerable market, but they are widely and rapidly spread due to the feature of "free download" (or word of mouth).
Like novelty, play with personality, so that QQ can be loved by young people and spread rapidly. It is this group of young people who pay for the new services that QQ has launched one after another, such as ringtones, picture downloads, and QQ shows.
The free download has greatly accelerated its "enclosure movement" process. Instant messaging software, as a new thing, has never had a mature profit model, and Tencent's "loss" without a profit model just gave QQ an opportunity for rapid growth - free download + customer awareness = "crazy growth" of registered users.
By 2002, the user group of Tencent QQ had become the largest registered Internet user group in China, and Tencent had become the largest instant messaging service network in China. Even now, many people have regarded QQ numbers as an important contact method alongside phone numbers and e-mails. one.
As a result, Tencent has achieved Tencent's core competitiveness - the monopoly position of the client channel. Every time Tencent expands a new profit position horizontally, it does not need too much innovation, does not need too much marketing investment, and only relies on the monopoly advantage of customer channels, it can obtain rich returns that are envied by its competitors.
Tencent became the country's largest instant messaging software in 2002, and also joined the "Monternet Project" in 2002.
So far, we can look at the profit model of Tencent QQ in the "Monternet Project" project in the context of 2002. Only by understanding the background can we better understand the existing profit model of Tencent QQ.
The following is an excerpt from a 2002 Sohu press release:
The "Mobile QQ" service is a new service project developed by Tencent Technology (Shenzhen) Co., Ltd. following the popularity of QQ chat among the whole people. The function is to use the GSM SMS and WAP system of the mobile communication operating company to interconnect with the QQ system of Tencent Technology (Shenzhen) Co., Ltd. (www.tencent.com), so that mobile phone users can directly communicate with QQ users. . The current QQ service is mainly based on PC to PC. After applying for the "Mobile QQ" service, mobile phone users can exchange information instantly with online QQ users.
Summary: "Mobile QQ" service is a service model that enables users to directly contact QQ users through mobile phones (phone numbers) through cooperation with operators.
We were not born in 2002, so we haven't experienced such a model, but we can compare it to "Fetion".
"Fetion" is also an instant messaging software, which is a comprehensive IM (Instant Messaging) business under China Mobile, providing services such as communication, dating, entertainment, consultation, and search. On the Fetion APP, we can add friends and send information to the added friends, which is similar to the chat function of QQ, but with different user-oriented and application scenarios, and slightly different service modes. QQ is mainly aimed at the younger generation who are more likely to accept new things. The application scenarios are mainly used for communication, contacting feelings and talking. Fetion is more suitable for publishing important information within enterprises (especially schools). The biggest difference between QQ and Fetion is that when QQ sends a message to an offline friend, the offline friend needs to be online to see it; Fetion is that if my friend is not online, the free SMS will be sent directly to the other party's mobile phone, and the content of the SMS includes: Who sent it, the time of sending, and the content of the message, so that Fetion users can receive messages sent by friends in time, and will not miss important messages because they are not online in time. Fetion gives users 50 free text messages every month. The extra charge is the same as the normal charge, 0.1 yuan per item.
In 2002, QQ joined the "Monternet Project", and what it wanted to do was to think about things like Fetion. So, since China Mobile has "Fetion" that can do such a thing, why do you need an SP like Tencent QQ? Because the user base of Fetion (or China Mobile) is not as large as that of Tencent QQ! We have already mentioned that in 2002, the user base of Tencent QQ was the highest in the industry. Therefore, Tencent, which has such a large user base, is very advantageous as a user value-added service provider such as "Fetion". In particular, for users at that time, Tencent QQ is an emerging software, which is especially popular among young people. Welcome, the popularity of QQ is also relatively high, and users will naturally be willing to open such SMS notification service. smoothly.
From a text excerpted by Sohu News in 2002, we can learn how QQ carried out the "Monternet Plan" in those years:
“移动QQ”目前可以实现的服务有：手机用户可以直接发送消息给QQ用户；手机用户在QQ注册信息中输入手机号码，可自动接收到自己的QQ不在线时，其它手机通过”移动QQ”发送给自己的信息；手机用户可以查看自己好友的状态；手机用户还可通过昵称、电子邮件或QQ号码查询相应的用户信息等。除此之外，手机用户还可以随时、随地和自己的QQ好友通过手机聊天、接收笑话、猜谜、考IQ等。
随着”移动梦网计划”的启动,”移动QQ”在众多的SP中脱颖而出，由于申请此项服务的手机用户不需上网即可随时随地与互联网上的QQ用户自由沟通，因而极大地延展了手机用户和QQ用户的沟通空间。”移动QQ”合理的设计、良好的易用性、强大的功能、稳定高效的系统运行，使这项服务一经推出就赢得了广大QQ用户和手机用户的青睐。在许多大城市”手机QQ”已经成为一种新的沟通时尚，正在引领通讯新潮流在国内流行和风靡。
事实上，腾讯公司对移动互联市场可以说”倾慕已久”。早在二零零零年八月，腾讯公司就和广东移动草签了合作协议。通过网络与移动的互通，使QQ用户能和广东地区的移动用户通过”移动QQ”和手机短信随时随地实现信息互通。腾讯公司凭借其6500万的强大互联网注册用户群，大力拓展其”移动QQ”业务。在短短的时间里使得移动QQ的用户量和业务量得到了大幅度的增长。凭借于此，腾讯公司一举在整个”移动梦网计划”中稳居第一。
根据腾讯公司的运营报告，腾讯”移动QQ”仅2001年3月份手机短讯息发送总量就达3000万条，占整个”移动梦网计划”实施以来业务量的一半以上。
Assuming that the cost of a short message is also 0.1, then 30 million is 300 million yuan. According to the operator and SP split ratio (5:5), Tencent can make a profit of 1.5 million in one month. (Actually, the share ratio in 2002 was 8:2/Tencent:China Mobile)
Abstract:
Judging from the strong development momentum of "Mobile QQ", the business development is mainly due to the huge user base and service methods . Tencent's 65 million QQ registered users must be potential users of "mobile QQ", and the vast majority of them are young netizens who either already have mobile phones or are likely to become mobile phone users in the next few years, and start using mobile phones one after another. Play QQ, which means a dizzyingly huge "mobile QQ" market
How does Tencent make money?
At present, Tencent's main profit is divided into three parts, namely Internet value-added services, mobile and communication value-added services and online advertising . Among them, the wireless value-added service part has always accounted for about 55% to 75% of the company's total revenue.
Profit Model 1: Wireless Value-Added
Tencent, which has been looking for a profit model for more than two years, finally found a breakthrough in the field of mobile and telecom value-added services and became a SP supplier in a broad sense.
For telecom operators, Tencent is an ideal partner. The "Monternet" plan has activated QQ's commercial potential in the wireless SP market, and Tencent has also found the second largest source of profit outside of advertising. In terms of Tencent's current registered users of 291 million QQ users, this segment It is the main source of Tencent's revenue.
(Abstract: At present, Tencent's main profits are divided into three parts, namely Internet value-added services, mobile and communication value-added services, and online advertising. The wireless value-added services have always accounted for about 55% to 75% of the company's total revenue)
Mobile and communication value-added services include: mobile chat, mobile games, mobile voice chat, mobile phone picture ringtone download, etc. When a user downloads or subscribes to SMS, MMS and other products, they pay through the telecom operator's platform, and after the telecom operator receives the fee, it will share and settle with the SP.
Generally speaking, the service charges for subscription products are divided into two parts: communication charges and information service charges. The communication fee is the cost of occupying the network resources of the telecom operator, which is fully enjoyed by the telecom operator. The information service fee is generated by the user's use of the application services and information services provided by the SP. This part of the fee is generally charged by the SP and the telecom operator as agreed in advance. proportionately divided.
Mobile QQ chat is the first step for Tencent to become profitable, and it is an expansion of the instant messaging business platform. Through the binding of the QQ number registered on the Internet and the mobile phone number, the mobile phone has become a mobile QQ, which can receive information from online friends at any time, from the original "PC to PC" chat mode to "PC to mobile phone" and "mobile phone" The interactive mode of "PC" has greatly increased the volume of SMS services. In 2003, the revenue from mobile QQ alone accounted for 71.1% of the total wireless value-added revenue, reaching 332.3 million yuan.
Profit model 2: Internet value-added
The content of Tencent's Internet value-added services includes membership services, community services, and game entertainment services . The specific businesses include e -mail, entertainment and information content services, chat rooms, dating services, casual games and large-scale multi-user online games. In 2003, Internet value-added service revenue accounted for 31.3% of the Group's total revenue, of which QQ membership fees, QQ Hang and QQ Show accounted for 85.2% of the Internet value-added revenue, accounting for the vast majority.
Statistics from the first quarter of 2004 show that Tencent has 7.3 million paid members, of which senior members contribute 10 yuan per month to Tencent, and "QQ Line" members contribute 2 yuan per month; at the same time, Tencent has 13.1 million registered SMS messages. user. In addition, very QQ men and women, color ringtones, pictures and other short message services make profits in various forms. Tencent's QQ members and registered users of premium instant messaging services such as "QQ Line" were exposed in 2003 due to a number of promotional activities, and their performance increased significantly.
From the perspective of revenue composition, the proportion of Tencent's mobile and communication value-added services to total revenue decreased from 75.6% in 2002 to 63.6% in 2003. By March of this year, this proportion had steadily dropped to 55.5%, and Tencent had begun to move away from its "pure SP" position. At the same time, the income from Internet value-added services has risen sharply, from 15.5% in 2001 to 40.6% in the first three months of this year. Among them, the income from online games contributed greatly.
A long time ago, Ma Huateng said that "the mobile business can only reflect the peripheral part of Tencent's core value, and PC-based value-added services are Tencent's true core value." Financial data confirmed Ma Huateng's statement.
Profit Model Three Online Advertising
Mainly through the instant messaging client software (login FLASH, instant messaging window and system information) and in the advertising column of the qq.com portal to provide online advertising profits. The income of this part only accounts for 3-4% of the total income, and the development is slow.
Recently, Tencent also "leased" the QQ brand to a toy company to produce QQ small toys, and the chubby little penguins can be purchased in various Internet cafes across the country. Every year, Tencent gets a fixed income for this.
Analysis and thinking of Tencent QQ's profit model (2013-09-05 10:43:09) reprint▼
Pursuing profit is the fundamental way of existence and survival of an enterprise as a profit-making organization. The profit model refers to the integration of resources under the guidance of the strategy. A model for creating value and earning returns. It is a comprehensive manifestation of the enterprise's marketing ability, cash acquisition ability, cost reduction ability and risk aversion ability. In short, it is the way for enterprises to make money.
1 Analysis of the profit model of Tencent QQ
From a free instant messaging software that lost money, Tencent's total revenue in the first quarter of 2008 was nearly 1.5 billion yuan, and its gross profit exceeded 1 billion yuan. Its growth rate is so fast that we have to discuss its profit model.
(1) Internet value-added services represented by QQ members, QQ Show and QQ-ZONE. Tengxun initially mastered a huge number of user resources with the free instant chat tool OICQ, but the free strategy also made it impossible for Tencent to obtain direct benefits from this instant chat tool. How to convert this market share advantage into profit has become an important problem for Tencent to solve. Tengxun's approach is to continue to provide customers with free basic communication services, while also providing charged value-added business services. Capture and nurture the market and fend off competitors with free strategies. Gain profits through value-added business services such as QQ membership, QQ clothing, and QQ-ZONE props and accessories. This part has become Tencent's main source of income now.
(2) Income from SP value-added services, mainly mobile QQ, mobile phone picture and ringtone download, etc. The QQ number registered through the network is bound to the mobile phone number, and the mobile phone becomes the mobile QQ. You can receive information from online friends at any time. From the original "PC-to-PC" chat mode to the "PC-to-mobile phone" and "mobile-to-PC" interactive mode, the volume of SMS services has greatly increased. And gain revenue by sharing with telecom operators.
(3) Online advertising revenue. Mainly through the instant messaging client software (login FLASH, instant messaging window and system information) and in the advertising column of the qq.com portal to provide online advertising profits.
(4) C2C platform - Paipai.com. Tencent also entered the C2C field and invested in the establishment of Paipai.com. Paipai obtains profits through special services such as advertisements, information sticking, special recommendations, and special displays.
(5) Third-party payment tool - Tenpay. Tenpay of Tengxun mainly provides payment services for Paipai.com as a strong backing. But from another point of view, it is also equivalent to a risk-free online bank, and the buyers and sellers of Paipai.com have injected funds more or less. With the increasing number of users of Paipai, the total funds in Tenpay is not a small amount. And Tencent can use these funds to invest. And don't pay interest, so it's also a good way to raise money.
(6) Brand revenue. The outsourcing of the QQ cartoon brand has become a special source of income for Tencent. Tengxun cooperated with Donglihang, a clothing company, to launch a QQ brand store, which has become an innovative development model of my country's Internet culture online and offline. At the same time, Tengxun also launched an independent derivative brand "Q-GEN". Amplify the brand extension of QQ and develop the apparel industry in depth. Not only can expand their brand influence. You can also share more than 10% of the agency fee.
2 Tencent's profit model thinking
(1) Occupy the market with a free strategy and gain revenue from other places. The reason why all Tengxun profitable businesses can be successful. Had to benefit from its initial free strategy. He has gathered a large number of customer resources. In 1999, after Tengxun put the OICQ software on the Internet for free download, a miracle happened. The number of users increased exponentially. It has grown to more than 30 million in less than two years, and now it has reached nearly 400 million users. These 400 million users are the basis for Tencent to obtain other benefits. Although there is no direct income from the QQ account. It even has to pay server costs for so many users, but without this foundation, other businesses will have no source of customers.
(2) Know where the customer is. Also know what to offer them. Most of Tencent's business is aimed at young people, and he knows where his customers are. Also know what they need. From the very beginning, Tencent was able to win ICQ. Make OICQ occupy an absolute advantage in China. There is an important reason besides the free strategy. That is, OICQ is fully in line with the Chinese people's spending power and communication style. At that time, Chinese users had great demand for ICQ's services in the Chinese environment. And ICQ does not have a Chinese version, nor does it fully solve the problem of Chinese characteristics. For example, the information of ICQ can only be kept on a single machine. Once the user changes the machine and logs in, all the contact information will be lost. When computers were not popular at the time, it undoubtedly affected the convenience of users. And OlCQ is a good solution to this technically not difficult thing, so that his functions meet the needs of users. This is thanks to Tencent's ability to study who its customers are. What do they need. and assign them to product functions. At the same time, Tencent has captured a major feature of the young consumer group: hope to be different. The reason why virtual products like QQ Show are so popular is that this product meets the needs of young people who want to be different. The QQ show has even become a fashion brand for young people. Many people use the QQ show to show their personality and even their way of life.
(3) Each business is related to each other and supports each other. Tengxun QQ is very good at integrating various businesses. One business drives the development of another business. The portal website developed by QQ later took advantage of the unique advantages of QQ to make latecomers come to the top, ranking second among Chinese websites. Second only to Baidu search engine, more than Netease, Sina and other professional portals. Tengxun is very good at using the existing customer resources, the Tengxun mini homepage after the customer logs in and the real-time news reminder of the online status, makes good use of the advantages of the huge user base of QQ software, and promotes the rapid development of Tencent's portal website. Resource advantages that other portal sites do not have. This resource advantage has been brought into full play in Tencent. After the website traffic reaches the second position. Its advertising revenue and other income from the website will naturally not be low. At the same time, Paipai also makes full use of the powerful QQ user resources, and helps Paipai members to display the new products in the QQ client software window. Give sellers more space to display. In this regard, Tencent is very successful. In fact, there are not many platforms with huge user bases. For example, many games, mailboxes, and portals have a large number of users, but they have not been successfully replicated in other businesses.
(4) The use of profit multiplier mode. The profit multiplier model refers to repeatedly harvesting profits from the same product, feature, brand, capability or service. Tencent established the QQ brand, and its chubby, cute little penguin image is very popular among young people. Tencent has endowed this brand with a series of other products, such as toys, clothing, etc., and the consumer group of these products is also the young generation, which is consistent with the consumer group of QQ. In this way, its brand effect is extended, the promotion cost is extremely low, and the profit is doubled.
(5) Think outside the box to find profit. When everyone is still thinking about how to make a blog, and when everyone is arguing about how to use online advertising to make money for Biog, Tencent's BLog, QQ-ZONE, has already achieved profitability. This is the result of Tencent thinking out of conventional thinking. Teenagers account for a relatively large proportion of QQ users, and they are more obsessed with QQ. Therefore, Tencent borrowed the successful operation model of QQ Show and really captured the psychology of users, that is, showing off and self-expression. The purpose of everyone writing BLOG is not just to see for yourself. Rather, it is for sharing, for emotional expression, and for more people to see and understand themselves. Naturally, Tencent captures the psychology of users, so it also captures customers. The main profit model of QQ-ZONE is to sell space decorations, props, etc., including photo stickers, players, music, decorations, etc., and it has a more personalized flower cultivation function. One of the flower growth index is related to purchasing items. It can stimulate consumers' desire to buy. Although the overall charging strategy is not perfect, its potential should not be underestimated.