With the support of celebrities, how fast can 5G run?

With the freezing of 5G 1.0 version, the first complete 5G standard was officially born. After the complete 5G standard is determined, as 5G technology matures, the pace of accelerating 5G development will become more and more impressive. Judging from the recent operations of operators, celebrity support has become a must-have action to help accelerate 5G.

1. China Mobile joins hands with Cai Xukun to try to reproduce the glory of M-Zone

Since its launch in 2003, M-Zone has been known for its motto "My territory, my rules" and has become a trendy brand among young people, led by contemporary idols such as Jay Chou, SHE and Wilber Pan. It has connected with young user groups through innovative gameplay and personalized services, and achieved emotional resonance with each generation of young people.

On June 28, China Mobile officially launched the M-ONE card, with Cai Xukun as the 5G partner of M-Zone. China Mobile said that as a newly upgraded celebrity co-branded card of M-Zone, the M-ONE card will continue the brand spirit and provide users with full-scenario immersive music and entertainment content services, exclusive rights and interests experience customized by celebrities, and lead a new lifestyle for "Generation Z" users.

At the same time as the official announcement of the partnership with Cai Xukun, China Mobile launched the new M-ONE card, with a package fee of 59 yuan/month, covering three categories of super value benefits: 5G mobile communication services, full-scenario audio and entertainment experience, and exclusive celebrity customized benefits packages. Among them, basic communication services include 5GB of traffic + 100 minutes of talk time, up to 200GB of directional free traffic for 3 apps per month, basic membership package for video ringback tone, free calls to 3 family numbers, and other communication benefits, as well as 5G privileges such as 5G fast travel.

The M-Zone brand has been relaunched after being hidden for many years. China Mobile's goal is to use young people as a breakthrough point to further break through the simple traffic pipeline limitation and try to create a business model with operator characteristics in the content field. Whether the M-Zone brand, which was extremely popular in the 2G era, can reproduce its past glory in the 5G era, we will wait and see.

2. China Unicom joins hands with Lu Han to create new privileges in the 5G era

On July 11, China Unicom and the famous artist Lu Han officially launched the "Fu Lu Companion Card", sounding the clarion call for further efforts in 5G. Lu Han also officially unlocked a new identity as a "China Unicom Innovation Partner", bringing exclusive benefits and surprises to the majority of Unicom users with the "Fu Lu Companion Card".

Unlike China Mobile, which focuses more on brand marketing in M-Zone, China Unicom is more concerned about using Lu Han's celebrity characteristics to promote specific packages. While releasing the cooperation promotion news, China Unicom also launched the "Fu Lu Companion Card", including two combination packages, "Small Fu Lu Card" and "Big Fu Lu Card 5G Edition", and package users can enjoy many Lu Han "exclusive benefits".

While working with Lu Han to attract fans, China Unicom also focuses on leveraging its online channel advantages. China Unicom said that the "Fu Lu Companion Card" was jointly created by China Unicom's Marketing Department, Channel Operation Center, Product Center and Unicom Online, a professional operator that is deeply engaged in Internet innovation. It is a key exploration and attempt by China Unicom on the road to Internet transformation.

As of the end of May, China Unicom has not officially announced its 5G user or package user development data. There are many speculations about China Unicom's tight-lipped development of 5G users, including that it is short of money. This time, by joining hands with Lu Han, China Unicom hopes to effectively use the power of celebrities + mixed reform to achieve a counterattack in its industry ranking.

3. Can the celebrity effect work to promote the development of 5G users?

The three major operators simultaneously launched 5G packages in November last year, officially starting the 5G commercial process. As of the end of May, China Mobile and China Telecom had more than 55 million and 30 million 5G package users respectively. Although this cannot be compared with the more than 1.2 billion mobile phone user data of the two combined, such an achievement is hard-won compared to the development practice of only 7 months.

While seeing the achievements, we also see the hidden worries. From the published 5G monthly development data, China Mobile's user growth has shown a significant slowdown, and China Telecom's user growth has also fluctuated greatly. Although it is not rigorous to speculate that 5G package user development has encountered difficulties based on the data of the first five months, the potential trend reflected by the data is worth everyone's attention.

5G has attracted a lot of attention from the public. If it is significantly supported, it will most likely trigger the upgrade demand of young people. Although we are not sure that China Mobile and China Unicom have joined hands with powerful celebrities to solve the problem of insufficient user development, we do hope that with the help of celebrities, 5G can achieve the high-speed development momentum that everyone expects.

Considering the various factors that contribute to the development of 5G, the lack of 5G-specific applications may be a major obstacle for users to upgrade to 5G. While focusing on stimulating the development of user data, operators should pay more attention to the innovation and development of 5G applications. Giving full play to the characteristics of 5G is the fundamental starting point for users to make a value-for-money choice.