How can operators play the 5G messaging card well?

5G is a technology that can rewrite the "rules of the game". From consumption to industry, from the connection between people to the connection between things, in the digital economy era, the important role of 5G is self-evident.

5G is a great opportunity and an improvement for the entire industry. SMS, which has been out of favor for a long time, can also be "opened" with the help of 5G and upgraded to a magic weapon for operators to make profits. But it is not easy for operators to play the 5G message card well?

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How to play the 5G messaging card well

Yesterday, the three major operators officially jointly released the 5G message white paper, demonstrating the ability and determination of the three major operators to vigorously develop 5G message business.

In an interview with c114, Xiang Lingtao, CEO of Yimei Soft, said that the "5G Message White Paper" jointly released by the three major operators has opened a new chapter in information services.

"The release of the 5G message white paper by the three major operators and industry partners has symbolic value and historical significance for the development of 5G and SMS." Xiao Jihan, CMO of Xiaoyuan Technology, pointed out that this will inevitably further accelerate the rapid popularization and implementation of 5G messages.

Although we have the right time, right place and right people, it is not easy to really play the 5G message card well.

"The success of 5G messaging depends on business operations," said a terminal company executive. "Especially for 2C, if billing is by message, it won't work. Billing by traffic is very popular with users, and operators need to find their own profit model. If 5G messaging can achieve global operator interconnection and meet control requirements, it will be more attractive."

The source added: "The operator's press conference yesterday did not seem to explain the billing issue clearly, so it was not a successful press conference for users. The operator is still far from product-oriented thinking."

In Xiao Jihan's view, the success or failure of 5G messaging depends on two key factors:

• First, the three major operators and terminal manufacturers need to work together to upgrade their own networks or terminal equipment, jointly build basic communication capabilities and underlying architecture, and formulate unified access technology standards to make 5G messaging a basic communication capability commonly possessed by smart terminals and operator networks in the 5G era;
• Second, the presentation of commercial value. Industry customers are the key force for 5G messaging to achieve greater value. 5G messaging services can establish efficient communication and service channels for industry customers and their users. The development of 5G messaging is inseparable from a standard, open, and win-win 5G messaging ecosystem.

The enterprise market is the "sea of ​​stars"

It is worth mentioning that the joint release of the three major operators yesterday was obviously aimed at the user level. In addition to terminal companies, the invited companies also included two companies engaged in underlying development, while manufacturers engaged in upper-layer applications were "absent." However, for operators, the larger incremental market for 5G messages lies in enterprise applications.

Xiang Lingtao said in an interview that data from the Ministry of Industry and Information Technology showed that the volume of mobile SMS business has continued to grow steadily in recent years, and the demand for short messages in the enterprise market is still relatively obvious. In the future, the "message as a service" model of 5G messages will bring greater commercial value to enterprises. According to GSMA research, there are currently more than 400 million monthly active users. By 2021, the total market value of RCS services is expected to reach US$74 billion.

Data research shows that the click-through rate of RCS rich media messages is 40 times that of traditional industry SMS and 11 times that of public account messages. With the continuous improvement of access capabilities, 5G messages can further improve the service effect and user experience of enterprise scenarios, and the B2C service capabilities of all scenarios and all media can be more fully presented.

It can be seen that the enterprise market of 5G messaging is the "sea of ​​stars" for operators. In fact, before the release of 5G messaging, operators also started to explore this enterprise and industry market.

It is understood that Xiaoyuan Technology has established in-depth cooperation with the three major operators. "The government and enterprise of the three major operators, including Shanghai's Bestone, have cooperated with us. And our cooperation model with operators is basically to go from the group to the province; in addition, China Telecom Bestone, which has 4 million SMB merchants, has pushed our products as standardized products, which is a very scary scale."

As a member of the 5G messaging ecosystem, Yimei Soft has joined the GSMA and China Mobile 5G Innovation Lab in 2019, taking the lead in launching the research and development and exploration of enterprise-level applications, and trying solutions in vertical scenarios such as finance and education. Xiang Lingtao emphasized, "With the active promotion of all parties in the industry chain, we will accelerate the implementation of 5G messaging in all business scenarios at the enterprise level in the future, helping enterprises to achieve a closed loop of the entire business operation process at the message entrance."