May 25th news (contributor Zhang Yunlai) recently on the Internet are discussing the operating results of operators in April. Some people used the "small accidents", "small achievements", "black swan", "the scenery is no longer good" and other words to summarize the three business performance comparisons. As a master of the communications industry, any move from China Mobile will naturally attract everyone's attention. The 4G users of China Mobile have a net loss of 2.427 million, which is the first time in the industry. We can't know whether China Mobile has taken the initiative to squeeze the water and solid foundation, or the friendship and business group cooperation to stop the effect, even the statistical caliber changes or even errors. Since I can't know the specific reasons, then I will not pay too much attention. Below we only do further analysis and research on traffic management, and hope to have implications for various companies in the industry.
First, mastered the online advantage, it seized the passenger entrance
It seems to be a cliché, but it has to be called again and again. Because the online self-built and dominant models have not adapted to the current development situation. In the 2G era, operators have expanded the scope of agent coverage by launching offline channels, narrowing the distance between operators and potential users, and achieving a rapid increase in user scale. At that time, the limited channel of access, especially the development stage of the online Internet and mobile Internet, the offline channel became the only way to obtain customers. However, when the time is up to the 4G era, the convenience of the network has undergone tremendous changes, and the activity of online user behavior has greatly improved, which can greatly narrow the distance between operators and users.
According to the latest data from the Ministry of Industry and Information Technology, by the end of April this year, the total number of mobile phone users of the three basic telecommunications companies reached 1.48 billion. Among them, the total number of mobile broadband users (ie 3G and 4G users) reached 1.22 billion, accounting for 82.2% of mobile phone users. At the same time, the total number of fixed Internet broadband access users of the three basic telecommunications companies reached 366 million. If the users of other home wide suppliers are counted, the penetration rate of the fixed network is close to 75%. These two data basically cover the vast majority of residents and families across the country. It can be said that the convenience of access to the online is now far superior to the offline.
Practitioners in the communications industry have largely recognized the importance of online. Today's Internet sweeps the world, so that even if you can not actively recognize, you will passively recognize its power. Even so, it is not a one-time realization of the action. There are many obstacles. I think the biggest obstacle is that I don’t realize the reference significance of marketing in the 2G era. All operators have opened the network hall, short hall and palm office. Based on this, we conduct online business. It is understandable to build an online channel with the enterprise itself as the core. It is only such an effort. After nearly ten years of advancement, everyone has clearly seen the results. That is limited. Of course, some companies must be admitted to do relatively well. With such a result, you can judge from the amount of business management of the self-wired channel. China Unicom after the mixed reform, the recent improvement is very obvious, the introduction of various king cards, treasure cards, and even can be said to be "the small universe to break out" rhythm. Analysis of the reasons, nothing more than the use of BATJ's various high-exposure life scenes, and then launched online strong implant-style promotion and convenience. It may not be appropriate to use "awakening" to define China Unicom's online power, but such words best illustrate the convenience and efficiency of the online agent channel. The comparison of business operations in April this year may best illustrate the results of the transformation of China Unicom's online model.
Second, the results of content marketing, reflected in the user's DOU
Among the three basic telecom operators, China Mobile's user DOU is the lowest, not only far lower than China Unicom, but also far below the national average. In the first quarter of 2018, the China Mobile's DOU was 2.18GB, while the national user DOU was 3.29GB, and the China Telecom user DOU was 3.82GB. At the end of last year, China Unicom's user DOU has reached an astonishing 4.4GB. It is believed that after a rapid development in the first quarter, its user DOU will exceed 5.0GB. Moreover, from the perspective of traffic share, China Mobile is not dominant, and it is not commensurate with its huge 4G subscriber size and share. After comparing the following table, you can find that although China Mobile's traffic revenue ratio has exceeded 50%, it has completed the transformation of traffic management. However, under the current high traffic + big video + unlimited competition situation, China Mobile's traffic management results are facing great competitive pressure. If the lethal flow share is separated from the national average, even the future space for further increase in traffic ratio may be limited.
Well, you may have such a question, why is China Mobile, as a schoolmaster, lose to its friends in the user DOU and traffic share? Here we remove the impact of network resources and analyze them only from the perspective of content. In fact, the traffic management in the post-4G era has been far different from the past, and the big video + large traffic has become the main appeal of users. Grasping the user's appeal and solving the pain points of the user can lead the development trend of the industry. Especially after the rapid rise of the mobile Internet industry represented by Datong, such as BATJ, operators are increasingly pressured to solve their traffic operations by themselves. At this stage, the main carriers of content are video and games. The video is mainly controlled by BATJ, such as Tencent Video, iQiyi and Youku Tudou. China Mobile's own Mi Wei video is also developing at a relatively fast speed and is seeking a breakthrough. In addition, short videos that are popular among young people and users and pink crazy skyrocketing, such as watermelon video, vibrato, fast hands, etc., are also mostly BATJ. The game, whether further subdivided into mobile games and end-tours, its entrance is mainly occupied by the Internet first echelon company represented by Tencent and NetEase, and the low latency of the game has a particularly high requirement for the speed of the network. China Unicom and China Telecom has relatively good advantages.
After a single user's DOU is high, the operator's traffic share may increase. Therefore, after the video and game portals are controlled by Internet companies such as BATJ, operators must cooperate with them to achieve rapid improvement of user DOUs. After the mixed reform, China Unicom officially relied on the advantages of BATJ Dashan to quickly realize the improvement of user DOU and share. The cross-industry integration of China Telecom and Internet companies is relatively full, such as Netease Red Card. Therefore, even if China Mobile does not make great progress in traffic share, the positive revelation of friends to China Mobile has become more and more thought-provoking. Now China Mobile has jointly launched the WeSim card with Tencent. Although the target users are still a bit narrow, it has already demonstrated that it recognizes the important role of BATJ in the era of traffic management. And most users, we also hope that China Mobile can increase cooperation with BATJ and continuously launch competitive products. After all, everyone has deep feelings for China Mobile, and everyone's feelings are still on China Mobile.
In the future, the user DOU may directly reflect the operator's new customer acquisition and stock retention capabilities, and ultimately reflect the organizational level of revenue. Therefore, any operator that cannot improve the user's DOU and make a large traffic share will face the risk and pressure of being eroded by friends. The effective measure to avoid being eaten up is to control the entrance of the online and content to solve the user's pain points. Whoever does both of these points, whoever has an advantage and is more likely to win in the competition.
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