Who are the operators of Japan Telecom?

This article is the 20 17 draft of the third issue of Communication Enterprise Management magazine of People's Post and Telecommunications Newspaper, with a slight revision.

As a basic communication service provider, telecom operators transform and upgrade cloud computing on the basis of traditional IDC services, which accelerates the construction of cloud resource pools or data centers. It is also based on the special status of pipelines that telecom operators are naturally a big data warehouse. However, due to the overall unsuccessful efforts of telecom operators in the field of Internet application services, the types of big data are different from those of Internet companies. In this case, the industry based on big data precision service is in full swing, which is not so easy for telecom operators. How to better provide users with accurate services based on big data is still a shortcoming of telecom operators. In fact, if we want to do this job well and bring more value to telecom operators, there are still some courses to make up. This paper tries to discuss it from this angle, and also suggests that telecom operators should be "not afraid of clouds covering their eyes" and face various concepts in the industry, and can calm down and make up some basic courses. Otherwise, if you miss the accurate service of big data again, you can only do it with peace of mind. In my opinion, these basic courses are mainly reflected in the lack of understanding of users and in-depth analysis of users.

First, the user grouping and operation of basic services cannot reflect the ability of intelligent pipeline.

In order to be more intuitive, this point is illustrated by the practical problems of traffic management that telecom operators most hope at present.

According to the data of the Ministry of Industry and Information Technology, the average monthly traffic of mobile Internet in 20 16 years exceeded 1G, which was more than twice that in 20 15 years. The growth of traffic consumption has a significant pulling effect on the growth of total income. However, with the continuous "speed-up and fee reduction" at the policy level and fierce price competition among operators, in order to further increase traffic consumption, it is becoming more and more abnormal for telecom operators to stimulate traffic for individual users, and it can be said that it has almost reached the point of harassing users. The most obvious manifestation of this kind of harassment is the endless mass SMS push of traffic discount packages, whether it is holidays or peacetime.

Many friends around me complained: "I have been a user of more than a dozen G packages a month. Why do you bother to send me preferential information about traffic packages?" Where is this precision marketing? This is harassment! "Obviously, the continuous and almost harassing SMS sending method of telecom operators is a typical definition of the essence of current precision marketing-precisely harassing users.

Why is this happening? This is typical of not doing basic homework for users in basic business. There is no effective data analysis on the basic situation and actual traffic consumption of user traffic packages, and there is no more effective data analysis on users' excessive use of traffic packages, ordering meals and other behaviors. Therefore, in the case that there is almost no cost for sending short messages in groups, all kinds of traffic discount packages are sent in full, regardless of the user type. Some users may order extra because of this, but it is more of a harassment, especially when users upgrade to 4G network users and the traffic packets in the package are large enough.

Therefore, in this basic business service, the first thing of big data service is user grouping, so don't harass users in a large area first, and then accurate service.

Second, the user information island of Internet application services is serious.

In terms of internet application services, telecom operators not only cooperate with internet companies, but also invest a lot of resources to develop users in popular fields such as video, music, animation and games through base and company. Compared with users of Internet companies, the user information of these users is often scattered in various bases/professional companies, companies in various provinces and cities, and data information centers. The data labeling rules of user portraits are different. Therefore, the data information of users of Internet application services of telecom operators is actually isolated islands. In this case, it is necessary to supplement the most basic data tags needed by big data services, and then optimize the quantity and quality of data tags.

Taking China Telecom's ongoing account management as an example, after in-depth research on Internet companies such as Tencent's QQ account system, WeChat account system, Netease pass system and Weibo account system, China Telecom believes that with the increasingly prominent Internet security problems, the account system based on mobile phone number of telecom operators is obviously different from the existing account system in the Internet industry due to multiple means such as real-name registration system, gateway authentication and SIM card. Therefore, although telecom operators have not achieved the corresponding position in the last round of competition in the application of the Internet industry, with the advent of the era of intelligent mobile Internet, telecom operators have re-established an account system based on mobile phone numbers, which still has broad market prospects. It can form a differentiated and complementary relationship with the current mainstream account system in the Internet industry, especially the security problem of authentication login reflected by face recognition at the 3. 15 party this year, which provides new opportunities for telecom operators to log in based on safer and faster password-free authentication. The technical realization of this method has also been recognized and welcomed by major Internet companies at present. In recent years, China Telecom has been building the capacity of unified account system based on Tianyi account. Thus, the original intensive Internet applications of professional companies and subsequent new Internet applications are all included in this account authentication and login system, and even basic telecommunications services including fixed line, broadband, IPTV and mobile phones are unified in this account system. From the perspective of big data precision service, this is actually making up the basic course. China Mobile and China Unicom are also promoting the unification of accounts similar to China Telecom Tianyi.

Obviously, if telecom operators can unify the account authentication and login of various services internally, they will build a new existing account system in parallel with the current mainstream accounts such as QQ, WeChat, Netcom and Weibo. So as to cooperate with mainstream applications in the industry, such as the cooperation between China Telecom and today's headlines. In this way, telecom operators can obtain more effective self-operated Internet applications and user behavior data in cooperation with industry enterprises. Thereby providing a data base for the accurate service of Internet applications.

This is also the key to the transformation of telecom operators from user management of so-called basic telecom services to account management of Internet application services.

Third, the key to reverse operation is big data, otherwise it is to be a "traffic trafficker" in another way.

If the service ability of big data cannot be embedded, the traffic of telecom operators will be innovated in business model, and it will only continue to be a "traffic trafficker" in another way! This is a point repeatedly mentioned by the author on different occasions after years of innovative observation on the backward business model of telecom operators.

Under the basic policy of "speeding up and reducing fees", coupled with the progress of technology and the improvement of network capacity, traffic management, whether in forward mode or backward mode, will inevitably continue to be affected by the decline in unit price of traffic, which means that traffic management will be more difficult in the future, traffic consumption will continue to grow at a high speed, but the corresponding income growth is limited, even in some aspects or individual cities, traffic consumption will increase and income will decrease.

In this case, after more than three years of backward traffic management, the income growth has doubled, but it is still mainly from the expansion of the industry. It is not backward traffic business as originally planned, that is, it can realize the higher value promotion of backward traffic business model through the innovation of backward traffic business model like the Internet industry.

The fundamental reason for failing to meet such expectations is that the current backward business has not fully injected big data on the basis of traffic. Therefore, the performance is mainly based on selling naked traffic. On the one hand, the user groups with backward traffic management mode have not been effectively grasped, on the other hand, there is also the problem of missing or insufficient labeling of user basic data mentioned above for existing users. This is consistent with the situation that user data is scattered to form islands.

Of course, we can also see that Liuliubao, a product of China Telecom's innovative traffic backward business model, has injected more elements of Internet big data on the basis of traffic backward business. Therefore, it is better to jump out of the pure flow of gameplay and bring higher value. This is a good case, but there is still the problem of insufficient labeling of user data.

Fourth, the organization of telecom operators using big data assets needs to be optimized.

The first three items, whether users of basic telecom services, users of Internet services or users of innovative backward traffic business models, lack the ability to label data for these users, which is a concrete manifestation of telecom operators' ability to accurately serve big data. Why do you want to split this data? Personally, this is closely related to the organization and production mode of telecom operators.

We know that whether it is basic business or innovative business, because the system of telecom operators is too large, there are various business operation support units or centers besides group companies, bases/corporatized bases and provincial branches, which will inevitably lead to the division of operators' big data assets.

In this case, it is actually impossible to centralize and standardize on the basis of the original business. As mentioned above, data labels vary from province to province. The re-establishment of a new set of rules is either delayed by various practical difficulties in various units or lacks strong enforcement power.

So to sum up, I personally think that in order to improve the big data precision service of telecom operators and bring higher value enhancement to telecom operators, we must first make up for the shortcomings in the basic work of users. To make up this lesson, the most important thing is to optimize the production organization of big data assets. China Telecom tries to develop an integrated operation platform, which is a relatively internet-based professional organization and may bring more experience to the operator industry.

Original: stupid snake; Please indicate the source and original author, otherwise it is unauthorized.