In fact, I don’t want to go
Editor’s note: This article comes from the WeChat public account: Please note that the bear is out of ink (ID: xiongxiongbiji), authorized to reprint.
On the eve of the war, the parties were surging.
In April this year, a number of media reported that the Ministry of Industry and Information Technology issued documents to the three major operators, requiring Mobile, Telecom and China Unicom to officially provide port number transfer services nationwide before November 30.
The progress bar is almost unstoppable, and the operator’s activities become more frequent. While launching various exclusive offers for old users, we will try our best to set the users within one acre of their own land; on the other side, we will use new traffic to send traffic, call charges and other activities to attract new users.
In addition, the three major operators have also focused their attention on the 5G, which is in full swing, and linked the network age to the upgraded 5G in order to stabilize the old users.
There is a comment that the port number transfer is compared to the operator’s major test. According to this statement, 5G is a crucial knowledge point. And historical experience tells us that the heart is the key to war. How to win the hearts and minds in the process of carrying the number to the network is the core issue that the three major operators should think about.
Unicom’s situation is the least optimistic, rankings will change?
Replace the carrier with the number of the mobile number, as the name implies, and the mobile number is unchanged. As for why you want to change, users can find a hundred reasons.
Weibo search for the number to transfer to the network, you can see the “signal difference”, “slow speed”, “package expensive” and other various slots in the search results. Moreover, mobile, telecommunications and China Unicom have corresponding users who want to abandon existing operators and invest in new embraces.
In other words, in the eyes of the user, “the world’s crows are generally black,” and the three major operators all have such problems.
However, the feedback given by the data is not the case.
In 2010, Tianjin and Hainan started the pilot transfer of the number port. In 2014, the pilot cities added Jiangxi, Hubei and Yunnan. The data shows that as of the end of 2018, a total of more than 2.3 million users have handled the port number transfer business. Among them, Telecom net enrollment number is 506,000, Unicom net enrollment number is 30,000, and mobile net enrollment number is negative, that is, the loss of 535,000 users.
Based on this set of data, there is an interpretation that “moving is dangerous.” But in fact, a little analysis will reveal that the most dangerous is actually China Unicom.
As of the end of 2018, the cumulative mobile subscribers of Mobile, Telecom and China Unicom were 925 million, 303 million and 315 million respectively. The mobile base is the largest, leading Telecom and Unicom more than one position. This means that with the user base that was previously laid, Mobile has enough buffers in the battle for the port number. Although users are losing, their lead will not be affected in a short period of time.
The point of view falls between Telecom and China Unicom. The gap of 0.12 billion users, through the opportunity of port number transfer, can telecommunications achieve anti-super?
The data shows that in the four months from May to August, the net loss users of the pilot city Unicom were 17,000, 19,000, 25,000 and 20,000 respectively. In contrast, telecommunications, the number of imports has always been higher than the number of shipments, and the overall growth is on track. On November 30th, the number portability network will be opened nationwide, and the number of incoming and outgoing numbers will be doubled.
But it’s worth noting that, As the college entrance exam approaches, the movements of China and China Unicom have begun to act and have begun to bear fruit.
Based on the data, the average monthly growth rate of users of the number-receiving network was 15.6% in 2019, and 28.87% in May. After June-September, the growth rate has remained below 10%. In September, the net ingestion of telecom subscribers decreased for the first time, and mobile and Unicom increased by 4.03% and 11.15% respectively.
Retaining and pulling new ones, 5G into a straw?
Operators are striving for more net users, which is nothing more than two ideas: retaining old users and attracting new users.
In the case of retaining old users, the major operators have shown their sincerity and are also playing tricks.
There is a precondition for port number transfer. There must be no uncompleted package business or contract between the user and the current operator. Some netizens posted that Guangdong Mobile and Fujian Mobile are promoting the instalment return service, and the premium is divided into 24 months. Netizens believe that this approach “substantially kidnapping users for 24 months!”
Under the background of the nationwide roll-out, it is inevitable that some of the operators’ “returning old users” will be suspicious.
On May 1st, mobile “check the network age to send traffic” activity on the entire online line. The longer the network age, the more traffic you can get, up to 30GB. For mobile users with tight traffic habits, social platforms such as friends, friends, and Weibo are quickly being screened by this message. The mobile official announced that the number of participating users exceeded 100 million after one week of “checking the network age to send traffic” activity.
The question came along, and some users said that mobile is intended to restrict portability. The mobile response stated that it is “to reinforce the requirements of speed-up and fee reduction and to repay the old customers”.
Telecom side, the official website launched the old user special area, and played the “old user renewed contract can get a thousand yuan return fee” slogan, retaining the old user’s heart is self-evident.
In addition, the three major operators have also established a link between the number portability network and 5G through the bridge of network age. When upgrading the 5G package, the operator treats the old user and the new user differently.
In the 5G package reservation page of each family, the telecom and China Unicom users can enjoy a 30% discount for 3 years, and a discount of 20% for the user. The network age limit for mobile users is 5 years.
Using the need to upgrade 5G, the user will abandon the plan to transfer the number to the network, some insiders believe that This method is stable to the old users, but also to the operator Bring greater risks. If the late 5G experience cannot keep up, it will directly drive the user to carry the port number transfer operation.
According to the data disclosed by the three major operations, the mobile plan plans to invest 17.2 billion yuan this year, opening 30,000 to 50,000 5G base stations before the end of the year, providing 5G commercial services in more than 50 cities; China Unicom plans to invest 6 billion-80 100 million yuan, building 20,000 base stations, achieving hotspot coverage in 33 cities; China Telecom plans to invest 9 billion yuan to build 20,000 5G base stations in more than 40 cities.
So, 5G is the same as honey and poison. The price of the 5G package announced soon will be the first reference information that the user decides to stay.
In fact, Every user has a balance in their minds, and will weigh the pros and cons of the port number before and after the transfer of the number from the package dimensions and experience. Before the port number was not opened, users were forced to be loyal to a certain operator. After the opening, the user has the right to choose independently, and it is difficult to have loyalty at all.
In view of this, the official launch of the port number transfer network is indeed a big test.
Operators should retain the users who intend to leave, and the operators should be attracted to the users who wait and see. Speeding down, repaying old customers, and binding 5G are just strategies, so that users can realize that they are affordable and easy to use.
The people who win the hearts of the people get the world. There is a fairer competition with the network of the number, which forces the operators to return to the essence of products and services from the previous pursuit of data growth.