Channel chaos of the hottest virtual operators ARP

Channel chaos of virtual operators: ARPU value is low, and the real name system cannot be guaranteed

just as many virtual operators are collectively silent and anxiously waiting for the Ministry of industry and information technology to issue new policies on mobile communication resale business, virtual operators mercenary offline channel providers have begun to significantly integrate and optimize. As we all know, virtual operators have developed 200 during the two-year pilot period, which has an obvious effect on reducing automotive carbon emissions. There are 0 million users, of which the contribution of offline channel providers is also conservatively estimated to be nearly 15 million. What is this concept? This means that it is difficult for virtual operators to stand out through online channels or highly competitive differentiated products under the existing cooperation framework during the pilot period, and they have to follow the basic operator routine: focusing on offline channels

offline channel advantages: the user growth rate is fast

in fact, few of the first two batches of virtual operators who obtained pilot licenses in 2014 opened offline channels, and most of them still chose online channels or launched differentiated competitors combined with their main businesses to face the market. However, considering that consumers' inherent consumption habits are mostly to apply for card numbers from offline physical stores, the speed of user development of virtual operators in the early stage is not ideal. Virtual operators that can develop 10000 users per month are enterprises with large increments

among them, many of the first two groups of virtual operators themselves belong to social channel enterprises, such as Dixon, Suning, Gome, telephone world, etc. after obtaining the pilot license, these past offline channel operators have changed into operators. Although the network belongs to leasing, it has the autonomy of code business operation to a certain extent, and the industry status has been instantly improved by several grades. This can also be seen from the fact that offline channel providers who did not get licenses in the late stage have turned to cooperate with them

virtual operators from social channels once took the lead in the early stage by virtue of offline physical channels. When the total number of users of domestic virtual operators was 100000, these virtual operators once occupied the leading position for three to five months. At that time, ARPU value was relatively ideal. However, snail Mobile's first national channel conference completely broke this situation, and social channel merchants officially entered the Bureau

the participation of social channel providers once made snail mobile taste the sweetness. With the offline agent channels all over the country, supplemented by the competitive products of snail mobile, snail Mobile's card free once appeared to be in short supply. The biggest headache for snail mobile is not the lack of sales, but the lack of code resources. Of course, the success of snail mobile was quickly seen and remembered by most virtual operators. On the one hand, it aggressively poached snail mobile, on the other hand, it copied its product plan, so there suddenly appeared more snail mobile in the market, and even some lower level offline channels faced all consumers when selling cards, claiming that they were snail mobile free cards. In fact, these so-called free cards may also be XX cards of other virtual operators

in this way, the user size of some virtual operators has reached one million in an instant. A careful analysis of almost all virtual operator enterprises focusing on the development of offline channels. Alibaba communications and jd.com, which were previously highly expected, have few users because they only use online channels in the early stage. To some extent, this seems to be a pilot strategy, or a wait-and-see move. However, the number of users on the surface is indeed hard to catch up for a while

in such a situation, the last three batches of virtual operators who obtained licenses naturally followed suit. When the online channel is almost desperate, the offline channel has become the only lifeline for these virtual operators. As a result, nearly half of the 42 virtual operators tried offline channels, and the effect was very satisfactory, especially in terms of user size. Although it is still too early to make profits on paper, a good-looking user size figure has indeed attracted the attention of all sectors of society, especially the capital market

offline channels are in crisis: ARPU value is too low

of course, behind the sharp increase in the number of users, there must be huge development worries. There have been various 170 cards, plus more and more abundant code number resources, leading to many offline channels do not know how to choose. As the products obtained from offline channels are easy to copy among virtual operators, the choice of offline channel providers is also more diversified on the basis of the same quality and price. However, this has also led to the overall low quality of its development users. The overall ARPU value of 170 cards purchased by users is too low, whether used as the primary card or as the secondary card of the second card

the fact that the overall ARPU value is too low plagues the entire mobile resale industry. At first, it was only the concern of virtual operators, and then it rose to its cooperative basic operators. The low ARPU value will inevitably make the enterprise's profitability difficult. Therefore, in order to control the number of card issuers, improve the quality of card issuers, and ensure the benign development of virtual operators, basic operators have also given some minimum consumption policies. Although the threshold is not high, it is enough to select high-quality and low-quality social channel providers

why do you do this? In fact, it seems that the major virtual operators have signed various national agents, provincial agents, municipal agents, and even county-level agents. However, except for a few domestic high-quality national agents such as Huijie, yafeida, xinlongda and so on, most of the rest are of uneven quality, falling to the lowest level of channels. Agents have even been unable to distinguish which virtual operators these cards come from, regardless of sales volume

of course, the low ARPU value is only the beginning of the delay of offline channel providers. The real name system strictly required by the Ministry of industry and information technology is also hanging on the channel providers like a sword. Reputable and powerful virtual operators' chambers of Commerce take the initiative to help offline channel providers equip with real name verification equipment, and most of them are unwilling to increase investment in this regard, so they need offline channel providers to equip themselves. However, this requires a huge cost, which is a heavy burden for offline channel providers whose profit margin is not high

in addition, the pressure of offline channel providers is more than this. After most virtual operators' tampering with data products has affected more than 250 customers and signed annual cooperation with a number of powerful offline channels, their strength, nature, scope and store size are clear. Some virtual operators began to selectively sign cooperation directly with the channel providers under the original national agent. In this way, bypassing the national agent in the middle, the cost of virtual operators can be reduced, and the initial agents can also obtain greater profits. The two sides hit it off immediately. Of course, it seems that the only unbearable thing is the national agent that led the cooperation of many offline channels

in this way, this vicious competition seems to be out of control. The final result is that the profit value of offline channel providers is getting lower and lower, and the room for manoeuvre is getting smaller and smaller. Some originally benign cooperation has almost evolved into a direct transaction between virtual operators and national channel providers, large and small. Therefore, the user quality of offline channel development is getting lower and lower, and the ARPU value has been not ideal

future development of offline channels: pay attention to brand and value

undeniably, the behavior of some virtual operators has achieved great results in the short term. The increase of front-line direct partners has made the cost of enterprises lower and lower, the selectivity wider and wider, and the development of user channels more and more scattered. In this way, the direct ideal result should be that the number of users is increasing and the number of ARPU values at least keeps growing. However, it backfired, and the uneven social channels severely delayed the development of virtual operators, which can also be seen from its recent slow growth in user size

on the one hand, virtual operators have transferred the minimum guarantee commitment to offline channel providers. Unlike many offline channel providers' quality and strength factors, the vast majority cannot meet the minimum monthly consumption value. On the other hand, the problem of the real name system has not been properly solved. Except that a few channel providers have the strength, energy and ability to improve, most of them are in a state of not doing it is actually not an easy thing. In this way, the profits of offline channel providers are getting lower and lower, and the cards of virtual operators are becoming more and more difficult to sell. Some offline channel providers even return their cards as soon as they get millions of cards. And this is also a helpless choice for channel merchants with ordinary strength. They can't put the card in their own hands and finally can't sell it

however, an obvious fact is that with the improvement of tasks, high-quality offline channel providers will become more and more popular in China. Its brand influence, real name system improvement ability and comprehensive strength are more trustworthy. It is obviously safer for virtual operators to choose such offline channel providers to make transactions in the market. In addition to the guarantee of ARPU value, the channel experience they have worked hard for many years is more viscous, the upload and download effects are smoother, and the real name system is more systematic

therefore, although the offline channels of virtual operators are chaotic in the short term, in the long run, high-quality offline channels will be more popular. With the coming of new policies for virtual operators and the gradually favorable price impact of basic operators, the future code resources will no longer be the key to the development of virtual operators. In the future, the most important development problem is how to develop users and how to realize cash, and high-quality offline channels are the guarantee for the success of virtual operators

it has to be said that the rise of virtual operators has led to the emergence of many cases of mass entrepreneurship in society, from offline channels to various recharge enterprises, from the demand for various solutions to the business card printing supply of more than 100million times a year. The emergence of virtual operators undoubtedly promotes the in-depth integration and cross-border of all walks of life in society. After all, few of these virtual operators started from traditional communications. Therefore, I wish the future virtual operators a more benign and promising development. There are still some ambitions for development. What if one day the telecommunications industry reforms again