According to the 2014 April operating data released by China Unicom, the number of mobile users has only increased by 895,000, with a total of 290.588 million, and the number of new mobile users per month has hit a new low since October 2009. Not only that, China Unicom's fixed-line broadband subscribers increased by 355,000 in April, and in March this year, the net increase was 713,000, and the net increase in February was 420,000.
With the failure of the FDD LTE license issued on Telecom Day on May 17, China Unicom's operating risk continued to rise, and the operational data for April was equal to the red alert. The data also proves how important FDD licenses are to China Unicom.
Virtual operators spoil the market, China Unicom is lying in the gun
At present, China's communications market is facing a reshuffle, and the high-profile participation of virtual operators has produced a butterfly effect. Because virtual operators want to rely on the concept of low price or even free to win the favor of users, they have continuously released high-desired marketing propaganda to the market since March. This has made China Unicom, which has always relied on price advantage, the first to be injured. The direct impact is The growth of new users has declined.
In addition, because virtual operators have begun to exert their strength, China Unicom has lost a lot of core talents from the group to many local market lines. At present, many executives of virtual operators are from Unicom, which also greatly affects the marketing execution of China Unicom. The cohesiveness of the force and the company's development is reflected in the market is the decline in business performance.
Mobile Ming repair 4G plank road, dark crossing broadband Chen Cang, China Unicom was seriously affected
China Mobile's 4G is fully prepared, and immediately after the license is issued, the 4G mobile phone is continuously launched, the user experience is improved, and the fierce attack is launched in the marketing, and the power suppressed for four or five years is released directly. Squeeze the market space of China Unicom and China Telecom.
China Mobile has won the long-awaited fixed-line broadband license. In order to supplement the shortcomings of business development, it has also begun to aggressively enter the broadband market in order to solve the problem of inter-network settlement that has long plagued its traffic operations.
China Mobile had previously been able to use the name and resources of Tietong to develop broadband services. After the name was justified, it launched an unprecedented investment in the country. Weibo broke the news, and many places in China's mobile broadband new equipment have surpassed China Unicom and even telecommunications. China Unicom has focused on 3G mobile phones for a long time and has not paid enough attention to broadband. Under the overall impact of mobile and telecommunications, even the broadband business defense lines of the traditional sphere of influence in the northern ten provinces have been broken.
Looking at the business data of China Unicom in the past few months, the decline of mobile phone users is expected, and there is a possibility that there will be changes in statistical caliber. More attention should be paid to broadband user data. China Unicom’s broadband data reveals crisis.
The problem of service investment is outbreaking and the core competitiveness is missing.
A few years ago, some experts pointed out that China Unicom's betting on its core competitiveness on the 3G network is a very dangerous strategic choice, because the network advantage will not be eternal. Especially in the Chinese market, network standards and technical routes are not complete market behaviors. Once the policy changes are encountered, the network and technological advantages are likely to disappear. For China's communications operators, the most reliable advantage is neither the advanced network nor the low price, but the level of service.
It is precisely in the investment of services that the grassroots of China Unicom has devoted itself to market competition after entering the 3G era, indulging in technological advantages, and the ability and level of service have not only not improved, but have regressed compared with competitors. When the competitors fill in the short board and even exceed it, the problem of the service short board will seriously affect the customer market expansion and customer retention. A large number of high-value customers who joined China Unicom due to 3G attraction still retain the mobile number, and these users are likely to be lost due to China Mobile's 4G experience.
China Unicom still follows the long-term “new and old-fashioned†policy design of telecom operators, giving more discounts to new users, but it is a big deal for old customers, which will be very harmful for the retention of old users. Perhaps, the strategy of the previous operators to pull customers in this phase is effective, but in the face of the impact of traffic operations and virtual operators, the consequences of such policies will be very serious.
Unicom’s internal confidence is lacking, the military’s heart is diminished, and management needs to be strengthened.
Today, China Unicom has pinned its future hopes on the government's early issuance of FDD LTE licenses, as long as the license is issued.
In fact, the crisis of China Unicom is not a FDD LTE license. The internal executives have successively left the virtual operators, and the number is far more than the other two. This does not reflect the company's management problems and potential risks.
The issue of licenses is only a representation, and deep-seated problems require more attention and practical solutions. In the company's development strategy, service management capabilities, employee cohesion and corporate culture, China Unicom has a lot to do.
FDD license issuance is indefinite, China Unicom's future is uncertain
In fact, even if the license is issued now, China Unicom's FDD can only be tied to China Mobile's TDD. China Unicom's previous network advantage has disappeared, not to mention when it was released. Assuming that FDD licenses need to wait until the end of the year, China Unicom will not have a bigger role in TDD during this period, and China Unicom's 4G era will be very difficult.
We can boldly predict that if the FDD license is delayed, the problems that China Union will usually bury in the depths will continue to emerge, and the performance will gradually accelerate. After a few months, it will exhaust all the energy accumulated since 3G and fall into the real Operating crisis. Do you think this kind of thing will happen?
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