The three major operators have entered the "Red Sea" of 5G mobile phones. Where does their confidence come from?
Since the commercialization of 5G, China Telecom, China
Mobile and China Unicom have successively launched 5G mobile phones of their
own brands. This phenomenon has aroused the attention of the industry. Behind
the three major operators vying to enter the independent 5G terminal, it is not
difficult to see that the potential of the 5G terminal market is gradually
showing.
Since the commercialization of 5G, China Telecom, China
Mobile and China Unicom have successively launched 5G mobile phones of their
own brands. This phenomenon has aroused the attention of the industry. Behind
the three major operators vying to enter the independent 5G terminal, it is not
difficult to see that the potential of the 5G terminal market is gradually
showing. As we all know, there are Huawei in front of 5G terminals, and brands
such as Xiaomi and OPPO in the back. The track of 5G mobile phones is not
uncomfortable. What is the intention of operators to launch their own-brand
mobile phones? Can they make a difference in the mobile terminal market?
Why did operators launch
Independent brand 5G terminal?
Recently, the Ministry of Industry and Information
Technology announced the development of industry and informatization in the
first half of 2021. Data shows that my country has opened 961,000 5G base
stations. The comprehensive coverage of 5G base stations has largely driven the
demand for 5G smart terminals. Major network technology companies and mobile
terminal giants have released 5G mobile phones "first and foremost".
They already have rich mobile phone manufacturing experience and a certain user
group. At this time, why do basic telecom operators have to cross-industry to
join such a highly competitive mobile phone competition? Tao?
On the one hand, it helps to attract consumer groups and
obtain business profits. The mobile terminal in the C-end market-mobile phones
can be said to be the link closest to the consumer group in the industry chain.
If they are afraid or abandon the launch of their own branded mobile phones,
many of the terminal businesses of the operators themselves will be taken away
by the mobile phone manufacturers, especially in the face of funds. Large-scale
international factories with strong technology leave little profits to
operators. However, the current 5G application market is booming, and operators
rely on their own experience in the communications industry and customer groups
to launch their own mobile phone brands, which can better flatten the industry
chain, connect the user market, and accurately feedback market needs to terminal
manufacturers and industries.
On the other hand, it can further improve the operator's 5G
ecosystem and open up the closed-loop business. With the layout of 5G, various
5G application scenarios are gradually enriched, and 5G has great potential in
smart homes, smart communities, and digital travel. Operators launching their
own branded mobile phones can improve their own industrial chain, control their
own development pace, and use 5G terminals to develop simultaneously with the
operators' own other 5G services.
Where is the advantage of the operator's own brand?
As of the end of June, as 5G has covered all
prefecture-level and above cities in the country, and the number of 5G terminal
connections is about 365 million, mobile phone manufacturers such as Huawei,
Xiaomi, OPPO, VIVO, and Apple have launched their own 5G mobile phones, and the
three major operators have entered 5G. In the mobile phone arena, where is the
advantage of launching its own brand?
First, independent brands can combine their own communication
service business to bring users a better service experience. Operators launch
their own brand 5G mobile phones, often with many communication services, and
even various forms of discounts on mobile phone tariffs, which is difficult for
ordinary mobile phone manufacturers to provide users. For example, China
Telecom’s Tianyi Cloud 1 mobile phone has a Tianyi cloud disk preset, and users
can quickly synchronize data to the cloud through the cloud disk. Relying on
China Telecom’s multiple trusted protection schemes of “connection + network +
data”, it effectively protects users. Personal privacy and data.
Secondly, operators have a fixed customer base and can fully
grasp user demand trends. Different from ordinary mobile phone manufacturers,
operators have been deeply involved in the communications industry for many
years. They have a highly sticky customer base and a sales model of online
shops and offline business halls. They can obtain users' 5G needs in the first
time and facilitate users' 5G life. Custom" 5G package. For example, in
July, China Telecom released the full Netcom brand Maimang 10 SE 5G mobile
phone, you can enjoy the 5G cloud package service after purchasing the machine,
and provide free cloud space for users to use.
Operator entry
5G terminal "track" challenges still exist
The prospects for operators to enter 5G terminals are
promising, but the mobile phone market is highly competitive. How to face the
challenges directly and find a way to survive in the field of 5G mobile phones
is the top priority.
First, 5G mobile phone market risks need to be borne by
operators themselves. Operators entering 5G mobile phones of their own brands
are different from cooperating with mobile phone manufacturers and providing
business services to mobile phone manufacturers. They need to bear their own
risks, whether it is product quality, maintenance or even shipping risks, they
need to be borne by the operators themselves. Therefore, when operators enter
the mobile phone market, they must not only consider how to retain and attract
users, but also bear the risks of the mobile terminal industry.
Second, operators have not formed "killer"
products since they entered the Internet. Operators have been on the road of
own-brand terminals for many years, but until now, no "explosive" or
"killer" products have been born. The current smart mobile terminal
market is highly homogenized, and the mobile phones launched are similar. In
order to gain a foothold in the smart mobile terminal market for a long time,
operators must accelerate innovation and create "explosive models" in
order to "outstand" in the 5G smart phone industry.