The market is squeezed, and feisoft is moving into the social sphere
Fetion is a communication service product launched by China Mobile in May 2007. Its functions mainly include voice, GPS positioning, SMS and other communication functions. When the Internet technology is not mature and the Internet era has not entered the fast lane, the high cost of Internet access makes many users who try to communicate through the Internet back away.
In the age of the Internet, voice calls and text messages have become people’s main ways of online social communication. However, in the era of communication technology is not fully developed, the high call cost caused by a long call time also makes many mobile phone users feel miserable. Therefore, compared with the call, the cheap text message has become the hot property in the eyes of many mobile phone users.
With the advent of Feimin, many mobile users can send SMS messages to their friends for free, which has set off a big wave of mobile phone users to communicate through SMS. In the third quarter of 2012, in the list of active accounts in the domestic mobile IM market, Feimin was ahead of wechat with a market share of 24.11%, 17.58%. Its user base peaked at 500 million users, making it QQ’s most competitive competitor.
However, as Tencent will gradually mature the conversion channel between wechat and QQ through, QQ users can log in to wechat through QQ account channels to achieve, the number of wechat users also gradually grow after QQ drainage; Moreover, wechat has more obvious advantages in real-time voice interaction, video interaction, life sharing and other social functions than Feimin. People’s social ways have changed, and the frequency of using Feimin, which is mainly based on SMS, has also gradually decreased.
In addition, in the field of mobile communication, China Mobile’s market share in the field of communication began to be squeezed after China Unicom and China Telecom launched preferential activities to cater to 4G users in the battle for stream in recent years, helping social users to guarantee the data traffic used by social software.
Data show that in 2017, the number of 4G users of China Unicom reached 170 million, and the increase of users generated by China Unicom King Card alone exceeded 50 million. During the same period, China Telecom saw a net increase of 60.17 million 4G subscribers, bringing the total number of subscribers to more than 180 million. Among them, the telecommunication does not limit set plan to add a user to reach astonishing 50 million similarly.
In terms of social functions, Feisin does not have the convenient and diversified social attributes like wechat. With the arrival of 3G and 4G era, users’ demand for data flow cannot be satisfied on China Mobile, and the unlimited data flow mode of Unicom and China Telecom has become a powerful guide for many users to flee. Fetion is an inevitable move for China Mobile, which has been squeezed in the communications market by increasing user losses caused by social features and data traffic.
Things are different, and Fetion is a social thorn in the road
And in China Mobile redisc after the news of feisin, China Mobile also announced the future development direction of feisin and new functions. In terms of development direction, the new version of Feitoxin will be transformed from the original individual users to enterprise customers; Among the new features, “timed messaging” and other new features will bring a new social experience to Fetion users. And will be optimized in the original group network business, for the group network users to provide independent data traffic charging standard.
Although the new version of the fetion on the direction and function and make the corresponding adjustment, China mobile and fetion’s analyse in the social market held out much hope, but after 10 years of development, on the field of mobile social enterprise has have sprung up everywhere, the pattern of the social market is also from already to tencent QQ, WeChat, old fetion social applications market, Gradually transformed into “one super many strong” diversified market. Therefore, in the future mobile social market, in addition to the traditional old rivals such as QQ and wechat, He Feisin will also face the new market pattern formed by the combination of dingding, Sina Weibo, netease Yixin and other social platforms.
First, “friends” Tencent in the acquaintance social field of cross-age high penetration. In the social field of family, friends and other acquaintances, the audiences of the two social platforms wechat and QQ have covered most age groups. Tencent’s social platform with high market penetration rate has more than 950 million daily active users of wechat, while QQ users mainly born in 1995 and 2000 have as many as 500 million users. Wechat, QQ for users to bring acquaintance social convenience, Tencent in the mobile social era to occupy an absolute advantage. Therefore, if China Mobile wants to recover its lost ground in the social field by revitalizing Feisin, it will not be easy in the face of wechat and QQ, which have a very complete social system.
Second, with its obsession, Alibaba has aggressively attacked corporate social networking. After the failure of Laiwang in the field of acquaintance social networking, Alibaba launched Dingding social networking platform in 2014, which focuses on enterprise social networking. The emergence of Dingding allows employees of many enterprises to separate their work and life, and gradually forms another social networking mode besides acquaintance social networking. At the end of December 2017, Alibaba announced that Dingding had more than 100 million users and would target the global corporate social networking market in the future. From Laiwang to Dingding, Alibaba’s investment in social products has been increasing, and It is Sima Zhao’s heart to get a share of the social market. In the field of social networking in the future, rather than wechat being the biggest competitor of Feisin in the future, it is the growing Dingduo that can not be underestimated in corporate social networking with Feisin.
Third, Weibo and Yixin cut off the pan-entertainment social channel. In the field of strangers’ entertainment and social networking, Sina Weibo and netease yixin have featured social functions that can better meet users’ social needs. Both of them are mobile social communities between acquaintances and strangers. On these two platforms, users can not only share life anecdotes with acquaintances, but also establish new social relations with like-minded users. In addition, the entertainment function of short video sharing can meet users’ demands for extensive entertainment and social communication. In 2017, Sina Weibo announced that the monthly active users have reached 300 million. The surrounding and hot areas have played an important role in the social networking battle of Weibo. One year after its launch, netease and China Telecom jointly established Yixin, which also announced that it had over 100 million users. The communication + entertainment social mode also helped Yixin accumulate more sticky users in the social field.
Although China Mobile has always regarded wechat as its biggest rival in the future social networking field after panning and Feting, in the enterprise social networking, Dingding has gradually entered the right track under the promotion of Ali. Meanwhile, the extensive entertainment social networking platform that can meet the diversified social needs of users will also have a great impact on Feting. In such a fragmented market competition pattern, is it really feasible to transform From c-end market to B-end market?
Innovation is what keeps Us alive
Look from the current telecommunications market, although after 2017 years unicom king card and telecom after its unlimited marketing model of strong attack, China mobile in the mobile communications market crisis escalated on the market, but China mobile with the advantages of incoming communication field earlier, still with unicom, telecom companies insurmountable market size. As of the end of June 2017, the number of mobile users was about 867 million, twice the total number of users and market penetration of China Telecom + Unicom, according to China Communications Network.
In the future, there will be a big battle in the social field. How can China Mobile make use of the high number of users and strong market penetration accumulated in the early stage of the market to revitalize Feisin and break the current social pattern of “one super many strong” led by Tencent?
Historically, the success of the old version of Feisin is based on users’ demand for preferential or even free mobile social applications in the context of high consumption of instant voice and SMS. In today’s social field, there are a variety of social applications that can meet such needs. Therefore, innovation has become the only choice to re-enter the social market with Fetion.
On the one hand, C – end user port direction and traffic diversion are established. In 2018, the 5G era in the domestic telecommunications industry is coming, and the battle for streaming is also imminent. For China Mobile, a provider of communication data flow, this is undoubtedly the best time to resume and Feisun. On the premise of meeting users’ demand for traffic, 5G technology is used to support and feisun to provide new social experience for consumer users. At the same time, the priority of 5G technology to the construction of Feisoft will be strengthened to realize the close connection between users, mobile phone numbers, and Feisoft and 5G technology.
On the other hand, we will improve the service functions of feixin enterprises and clarify the future trend. In 2017, aurora big data monitoring results showed that in the first half of 2017, enterprise wechat and Dingding both had high 7-day retention rates of 81.7% and 81.1%, respectively, while the average 7-day retention rates of the same period and Feisin were only less than 70%. In the same enterprise IM market, the retention period and retention rate of file transfer increased by Feimin do not have strong advantages, and it becomes more difficult to attract more enterprises to enter the IM market.
At the same time, social applications in enterprise IM market are unique: dingding is built from top to bottom according to managers’ ideas; There are also users complain about life and work mixed, natural extension of the enterprise wechat; And enterprise easy trust is inclined to the government, enterprise users… In order to make a breakthrough in the enterprise IM field, While improving its service functions, It should also clarify its own operation and management mode.
In general, as the ability of consumers to dominate the market becomes increasingly obvious, the pattern of the traditional consumer market dominated by businesses is changing, and user flow has become an important indicator to judge whether an enterprise has competitiveness. In this era of consumption in which traffic is king, enterprises can survive in the increasingly competitive market only by maintaining the interests of consumers and providing them with high-quality service products.
Article/Liu Kuang public account, ID: Liukuang110