In the LTE era, what should the three major operators do?

2015-09-19


Not long ago, the TCC ecosystem hosted the T-Travel Forum held in Shanghai, gathering the three major operators, virtual operators, autobots, Internet people and media people, around the table debate.

The three major operators: secret war, are not willing to "pipeline"

China Mobile: "cloud tube end" + "platform", attempting to catch up in the field of vehicle networking through LTE

Sun Nan, general manager of the product center of China Mobile's government and enterprise branch, took the lead in saying that at the end of the year, China Mobile will launch VoLTE, a kind of message and video call integration, to bring users a similar experience to QQ and wechat, and it is a voice experience. Converged communication will also be applied to the field of car networking.

4G brings a new experience to users. In the connection with cars, as well as the combination of car networking, China Mobile will strengthen online navigation, especially the sharing of real-time road conditions. Using the reserves in the wireless music field for many years, to achieve online music on the car, like to listen to which singer which new song, may not be able to download, but because of the support of LTE network, you can listen to online. At the same time, because of LTE, video transmission can be realized, video conferencing on the car will be landed, and the era of office on the car can come. For vehicle networking security, 2G, such as location and maintenance, is obviously enough, but for the increase in the complexity of on-board electronics, such as the internal driving safety of buses, and higher requirements for data support, LTE is needed.

Three changes brought about by LTE:

1) Always online. To achieve cars, mobile phones will always be connected to the network, as long as there is a network link, you can interact with the car, many ideas can be realized. China Mobile's network, terminals, chips and cloud platforms are all ready for the 4G era of car networking.

2) Cloud tube end. The "end" aspect mainly refers to that China Mobile is laying out 4G OBD and vehicle machinery (vehicle navigation or vehicle terminal) to serve the end user, so that the end user can experience the low price brought by mass production and enjoy high cost performance. For China Mobile, it is possible to continuously verify the capabilities of 4G modules to verify some of the capabilities that will eventually be used by 4G users, whether it is in-car WIFI or other applications. The "pipeline" aspect is also a part of the terminal, the communication module of the vehicle gauge level, and the operator will greatly reduce its cost once it is involved in the communication module and module. Low-cost modules are provided to various partners in the industry chain to help partners in the industry chain reduce the cost and input of modules. Whether it is the field of communication or the field of cars, pull down the door and encourage more partners to form very good quality applications to attract the final majority of users. In terms of "cloud", China Mobile's huge cloud resources and application exploration have been carried out: the strategic investment of iFlytek, map base, reading media information and video base are carried by China Mobile's cloud resources, and will be shared with partners, and eventually achieve direct access to vehicle terminals and users.

3) Platform. Based on the network and open cloud resources of China Mobile, the resources of energy, automobile repair or automobile sales, road conditions, even weather, catering and various industries will settle into the platform circle of 4G car networking created by China Mobile. The final realization is to provide corresponding services for the end user, through the channel of China Mobile, through the ability of China Mobile network to let users have a deep perception. Finally, users can achieve seamless service connection with mobile phones and communication vehicles on cars in the future.

China Telecom: Six innovation points to cope with the changes in the LTE era

Huang Xiaobin, director of the development and operation Department of Shanghai Base of China Telecommunications Transportation Industry informatization Application, aimed at the operators to respond to the challenges of BAT, to respond to the needs of car companies, and to face the continuous rising innovation of Internet companies, what should operators do in the end.

1) Innovation brought by 4G network. The essence of the 4G network and the entire technical indicators are very conducive to the innovation of the entire car networking business, such as the transmission of high-definition audio, dynamic navigation, on-board WIFI, as well as end-to-end access capabilities, bandwidth and in-car delay capabilities have also been greatly improved.

2) Life cycle management. For the 4S store system, China Telecom emphasizes that its years of deep experience accumulation and operational innovation of a complete system is more in line with the needs of a life cycle management.

3) Information content. From another perspective, the operator is the largest SP and CP in China and has many advantages in content. From the perspective of China Telecom, the country has a video base, reading base and other comprehensive layout, with music, listening, POI, call center and so on. Some bundling of operators' own content and traffic, and charging by content can create a better experience for users.

4) Integration of data and voice. In the 4G environment, how to better achieve voice and data services. Voice and data have three modes, the first is to completely walk the 4G network, voice and data are carried out on the network, completely relying on the network coverage, currently mainly in the United States application, this model is the best for car companies, because the requirements of the terminal is relatively simple, the investment is relatively small. The second mode is the CSFB mode that China Mobile and China Unicom are doing at present. Once the 4G network is not working, it will switch to the 3G network, which will cause delay. The key lies in network optimization and cooperation. The third mode is currently promoted by China Telecom is SVLTE, which requires the terminal to use two different channels, one channel is digital, one is voice. The disadvantage is that the module input of the vehicle terminal will increase, thus increasing the overall cost. But the advantages are also obvious, can eliminate the switch, 4G to 3G switching will not delay, can improve the user's car networking experience. The three models are different, and each car company can choose according to its own situation.

5) Connect. Many car companies also want operators to have a connection service. To ensure that car companies and users can connect to have a permanent channel. In addition, the WIFI service is based on the user's preferences, and the user can choose to use or turn off. Therefore, in a comprehensive way, car companies want to have a number of different channels on a vehicle (vehicle terminal), and the payment methods of different channels can be different, and they should be able to flexibly open, close and restore according to the user's usage.

6) Personalized packages. It is hoped that the country can launch a personalized package card that does not settle in different places and can be bundled with traffic, so as to make better use of the advantages of 4G, combined with cars and content.

China Unicom: In the LTE era, car networking is regarded as a strategic business

Zhang Ran MAO, director of automotive information technology of China Unicom Group Customer Division, believes that LTE4G has brought new expectations. The product is a very important foundation and core, we have been looking for the Internet of vehicles can be used by users, and has a rigid demand for applications. In fact, it is very hard to find in the 3G era, 4G is coming, there may be more innovative applications, and it may become the fulcrum of the future car networking field.

Product and application innovations brought about by LTE:

1) More flexible business product and application innovation. For example, vehicle video conferencing, vehicle video calling, including security video monitoring, can be transmitted from time to time.

2) The important thing is the cloud. When the Internet of vehicles, 4G, and cloud are together, a chemical reaction will occur, and cloud services that can be used at any time, such as online map services, may become a new model in the future.

3) Online OTA application. Including the upgrade of the entire hardware and software and some other applications will also become a new breakthrough in the LTE era.

LTE brings lower data rates: one is that the units of measurement are getting larger and larger, from KB to MB, GB and even TB. And the units are getting smaller and smaller, from dollars, to cents. The cost reduction actually benefits the entire industry chain to innovate and trial and error costs, which will also stimulate the application of consumption.

LTE brings flexible business models:

1) Innovation and personalization of billing. According to different content there are different rates to do different pricing and credit control. Bundled billing of traffic and content will give users an intuitive and convenient operation mode in the future. The more flexible traffic billing model gives users a simpler, stepped product.

2) More flexible marketing cooperation model. In the future, it is possible to evolve B2B2C and jointly expand the big market of car networking with partners.

China Unicom's Vehicle networking strategy and status quo in the LTE(4G) era:

1) Taking the Internet of Vehicles as a strategy, China Unicom still believes that the Internet of vehicles is an important strategy for development.

2) The professional organization is responsible for the development of the entire connectivity of vehicle networking, and at the same time, relying on the basis of communication service industry, the ability to support as a means to create a solution based on the basic communication service, information entertainment service and the third aspect of non-professional service as one.

3) Make a dedicated network architecture, establish a unified Internet platform, and provide more accurate and more suitable services for the scene.

4) China Unicom has so far carried out car networking services with 23 car companies, and established close cooperative relations in chip, terminal, platform and content.

The disruption of virtual operators

Zou Xueyong, secretary-general of the China Virtual Operators Industry Alliance, expressed his views on virtual operators. So far, the Ministry of Industry and Information Technology has issued 25 virtual operator licenses. In simple terms, the virtual operator market is that the voice, MMS and so on of the three major operators are wholesale to private enterprises, and then resold to mobile phone users, so as to realize the information market of the industrial chain.

Ideally speaking, in the era of virtual operators in the future, anyone is the owner, designer, user and sharer of mobile phone packages.

Seven areas of innovation that virtual operators are likely to bring:

1) New media industry. Before the bus online mobile terminal on the bus is just a TV screen, after becoming a virtual operator, the TV screen and the mobile phone screen can communicate when issuing their own 170 number segment mobile phone. Before the TV screen advertising is dead, is the user directly to see, now can generate capacity and data, it has become interactive advertising.

2) E-commerce. Internet e-commerce into the era of mobile e-commerce must have three elements, information, relationship and business. Now, like Internet e-commerce only has information, there are rich products, cheap prices and information sources. There is after-sales service, there is a call center and logistics, but there is no relationship chain. Jingdong as a virtual operator can just cut into the relationship chain.

3) Mobile games. Snail Mobile launched the game voice all free, all free calls. The ability to monetize traffic promotes the entire wireless phone traffic to play games.

4) Terminal channel. Similar to the O2O model that Suning is doing, it realizes the extension of shopping mall goods on mobile phones and realizes the migration of traffic.

5) Car networking. Virtual operators will be applied in the layout of the industry, enter the mobile Internet era, and promote B2B2C. Such as Sharing Communications, a virtual operator, is doing,

6) Mobile education. To lead education into mobile education, you can set up school packages, so that home-school integration produces a new entrance way, from home-school integration entrance to mobile teaching, so as to interact with resources, and build a new era of all-round mobile education.

However, in general, the disruption initiated by virtual operators is still in the implementation stage, and the current number of users is only 230,000, even if all users are regarded as active users, according to the 25 companies that have pulled down the photos to share less than 10,000. Even if it is all counted to one, it is only 230,000, in the era of mobile Internet, it will be tens of millions of users, and the number of hundreds of millions of users, virtual operators are still ideal and full, and the reality is very bony.

There are changes in the LTE era, but operators and virtual operators are not competing but collaborating

When talking about virtual operators, China Telecom also made it clear that virtual operators and basic operators are a relationship of complementary capabilities. First of all, we must affirm the virtual operators in the brand design, similar to Jingdong, Ali, snail, their brand design is very good, pricing model, user stickiness are worthy of affirmation. There are even virtual operators can do how many calls can be sent to send how much traffic, flexible pricing model and publicity model more adapted to the mobile Internet to do publicity, content and scenes, etc., more in line with the needs of car companies. However, virtual operators can not replace operators, the first is the network capability, it is impossible for basic operators to directly access the basic HLR, there must be a total connection of the platform, the degree of openness is standard, it is impossible to open a lot of business types. Second, the real billing platform is actually in the hands of the basic operators.

The opportunity of virtual operators and the right choice of operators

Operators compete head-on in the field of car networking, which will just involve business switching, and car companies also have such requirements. One of the meanings of the virtual operator is to become the firewall of the operator, and there is a virtual operator in the middle when the firewall, so that the Internet of vehicles enterprises do not have to face the division of the interests of the three operators, and the car companies are more willing.

In addition, the switch between domestic and foreign operators also requires virtual operators. Now China has a lot of cars to be sold from China to foreign countries, foreign landing services involve the operator stage, the need to have a specialized company that can do operator switching qualifications to do, will be a very good entry point for virtual operators.

For operators, although there are changes in the car networking business in the LTE era, there is also the disruption of virtual operators. But the core or car networking business is not a strategy for operators, the real strategy should be similar to broadband or communications. Because the amount of business of the Internet of vehicles accounts for too little of the entire operator, it is impossible to become a very high concern of the operator. In this case, the various departments of the operator regard your car networking business as a very important business, which is actually very unrealistic. So at present, the three operators are doing one thing is right, that is, the establishment of a professional department, the establishment of a professional company to do the intensive operation of the Internet of vehicles.

JINAN HONGXIANG MACHINE TOOL MANUFACTURING CO., LTD
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