The fifth-generation mobile phone mobile communication standard, also known as the fifth-generation mobile communication technology, is abbreviated as 5G in English and is the result of the evolution of 4G technology. The theoretical downlink speed of the 5G network is 10 Gb/s (equivalent to a download speed of 1.25 GB/s), and the experimental measured data reaches 20 Gb/s. Chen Xiongxiong, the vice minister of the Ministry of Industry and Information Technology, once stated that 5G is the main direction for the development of new-generation mobile communication technologies and an important part of the next-generation information infrastructure. Prior to 4G, the communication mode was human-to-human communication. From 4G onwards, it will be human-to-human communication, human-to-item communication, and object-to-item communication. At present, the Ministry of Industry and Information Technology at the national level is advancing the development of technical standards. In terms of equipment vendors, major equipment manufacturers represented by Huawei and ZTE are accelerating technological research and development. The operators of the three major operators are stepping up the deployment of 5G testing. In 2017, China Mobile has opened 5G base stations in Xiong'an New District. According to the current speed of advancement, 5G is expected to be officially commercialized by 2020 in China. And the fastest forecast is that commercial production may begin before the end of 2018.
Compared with 4G, 5G will not only further enhance the user's perception of network experience, but will also meet the future application requirements of the Internet of Everything. This is the basis for the large-scale application of the Internet of Things and the beginning of more "Internet +" innovations. From the perspective of user experience, 5G has a higher speed, wider bandwidth, and better user perception. From a technical perspective, 5G speed will be more than 10 times faster than 4G, and it will take only a few seconds to download one. High-definition movies can satisfy users' demands for higher network experience such as virtual reality and ultra-high definition video. From the perspective of industry applications, 5G has higher reliability, lower latency, can meet the specific needs of smart manufacturing, autopilot and other industrial applications, expand the development space of the integrated industry, and support economic and social innovation and development.
Peng Mugen, a communications industry expert, believes that there are four major opportunities and challenges for 5G: First, design for mobility. For example, it is impossible to maintain high-speed communications under a high-speed rail of 300 kilometers per hour. It is technically difficult to do this. The second is the low latency and high reliability. It is connected to the car and unmanned. It can truly pilot the world. The core point is whether it can solve the low delay and high reliability. The third is the high-capacity hotspot. The tens of thousands of data requirements; the fourth is a low-power large connection, how to solve a single base station to achieve hundreds of millions of nodes connection and energy consumption.
The 5G vision can be summed up in one sentence, that is, the “information to the heart, the tentacle of all things†proposed by China's IMT-2020 (5G) promotion group. With the continuous advancement of 5G, all countries in the world are competing for the first-mover advantage of 5G, and operators' innovations should be launched accordingly.
First, the user side, to achieve the change of thinking and value from the customer to the user
In the theory of marketing and economics, the distinctive feature of the customer is that the demand is concentrated and the number of transactions is small; the user is the consumer who is using the product or service. With a simple language overview, the user is the user of the product or service; and the customer is the purchaser of the product (including agents, distributors, consumers). The relationship between the customer and the operator is based on the transaction, and the user is not necessarily the buyer of the product or service. Customer-oriented, marketing is effective; user-oriented, experience is the key. Although there is only one word difference, the change of thinking involved is very large, which reflects the change in value chain considerations as a standard. Exceeding existing needs, inducting user needs through co-ordinating new products and services to enhance industry value.
Therefore, our innovation should start with the difference between this word. From the perspective of experience, the user perception is continuously improved; from the perspective of benefits, the value chain is continuously extended. To enhance perception and promote the development of the value chain. Focusing on getting closer to the user, looking for and expanding the connection point between the user and the operator, and extending the two-way value chain between the user and the operator. As the book "The Future of Free Business" advocates, the fundamental sheep breeder model is completely changed and the exchange of GSP with users is realized. Exploring the value trend of users and operators through the use of customer acquisition costs, new users, retained users, active users, and activeness.
Second, the channel side, and constantly expand the connection points with users
In the 5G era, the key to acquiring users is to communicate, interact and trade with users as often as possible. Turn a one-time or transient transaction into a sustainable link so that users can remember when not spending. Therefore, the operator's channel strategy should be repositioned. Transform all channels that mainly sell products into contact points for providing services. Only when it is sticky with the user, can it provide more value-added services and obtain the lifetime value of the users.
On the one hand, expand the user's connection point. Between the operator and the user, connect with an invisible kite line. Here are two examples. The first example is the expansion of SF Express and Jingdong from logistics distribution to commercial services, and the expansion of business services to logistics distribution. In the second case, air purifier makers have changed from simply selling air purifiers to building sensors in air purifiers. Enterprises can grasp the user's usage habits and provide feedback on a regular basis so that they can feel the attention they receive. At the same time, enterprises can carry out directional value-added services in the later period. Operators are now being impacted by WeChat. Before you meet each other, you have to leave your mobile phone number. Now you need to add WeChat first. The largest connection point between operators and users is under attack and is gradually exiting the user's field of vision. In fact, this is the fact that happened to all people.
On the one hand, improve user engagement. Defining with customizable may be too old-fashioned. However, user participation not only satisfies the user's basic needs or personalized requirements, but also enables operators to establish a good two-way connection with users, and actually expands the connection points. Not only enhance the competitiveness of the product, but also improve the company's marketing capabilities. In fact, Xiaomi Mobile's involvement in the development and iteration of rice pomelo systems to better understand users' actual needs is a good example, because Xiaomi's core competitiveness may be user participation and brand marketing.
Third, product side, from breaking industry barriers to achieving cross-border and integration
In the book "Blue Ocean Strategy - Beyond Industrial Competition and Creating a New Market", the author analyzes and exemplifies the reconstruction of market boundaries and the need to surpass existing ones. It also indicates where the real Blue Ocean is. The original 5G era is an era of all things connected. The users need a high-quality product or service that meets their own needs. To some extent, at this time, the user's needs are infinite, and there is no boundary. From the perspective of the operator's initiative to provide products and services, openness and sharing are concepts, and cross-border and convergence are the directions.
The product-side thinking must move from closed to open, open up its horizons, and reorient its own users. The former users of this network have expanded to users on the entire network and even expanded to Internet users. This not only greatly expands the market, but also the operators themselves. In terms of it, it is a good measure to reduce costs and improve efficiency. Take Fetion as an example, as a fetion once applied by the king, but the closed thinking of China Mobile is contrary to the openness and platform requirements of the mobile Internet. Fetion missed the excellent development opportunity and was later placed by Tencent's WeChat. on. Now, Fetion can not only send text messages to customers on different networks, but it can also register users without using mobile phone numbers. In fact, this is a huge change, although it is somewhat forced.
Fourth, the organization side, accelerate organizational restructuring and human resources reform
The Red Sea is not the right path to gaining profits in the future, but the Red Sea feels comfortable and comfortable. Besides, it can barely maintain itself in the Red Sea. Why is it necessary to break the status quo? This is the biggest psychological obstacle to reform. Compared to the flat organization model of Internet companies, operators are typically a hierarchical organization model with straight leadership. The core business and important management issues are all promoted through KPIs, which has the effect of quick success in the short term. However, the drawbacks are also very obvious. Especially in the current social context, departmental barriers and coordination are very difficult, and the lengthy procedures of the system and the excessive number of audit procedures. This directly leads to operators, which have little strain on market demand, and do not have enough patience to nurture new business types.
All measurement and assessment models based on indicators, even if they are no matter how good the “Internet+†business is, the market efficiency will be reduced by the operators’ promotion. The once flying letter of China Mobile is such a good pioneering business. Now it has already been surpassed by Tencent's WeChat. In the 5G era, businesses such as the Internet of Things, cloud computing, OTT, and traffic management will break out, which will put pressure on traditional operators. Innovation and reform are no longer the icing on the cake of operators, but are the necessary conditions for operators to survive in the future era of everything.
The most important thing in the 21st century is talent. Therefore, the adjustment of organizational structure and the transformation of human resources will become the primary entry point for operators. After all, "talent is the primary productive force." The organizational structure of operators needs to be improved towards the direction of resource concentration and flattening, comprehensively adjust the current bureaucratization model, and transform the planning system leadership into user demand guidance. Then there is the need to tap the potential of existing human resources, focus on cultivating complex talents that are suitable for the future development and transition of the Internet of Things, attach importance to the “Internet +†thinking transformation, and establish a set of human resource assessment and incentive mechanisms that face market competitiveness in the future. The limited labor cost resources tend to have innovative value personnel and teams, encouraging more work and more, and exploring new employee value recognition mechanisms to improve the competitiveness of employees, thereby enhancing the overall competitiveness of enterprises.
Of course, facing the future, there are many delicate specialties and lines that need to be reformed. For example, whether the support side of the IT system can consider the analysis of customer acquisition as the evaluation standard for the development capacity of the operator of the operator; the network management side, through the management of network resources Gradually move up and further release the front-line personnel structure capabilities, so that more grass-roots public units to move into battle, concentrate on doing business development.
Operators' innovation and reform must control the pace of time, value advancement, participate before the time node, and output at key time points so as to continue to lead the development of the mobile Internet industry and lay a good foundation.
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