The hottest virtual operators frequently welcomed

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The two-year pilot program for virtual operators in 2016 has expired. Although the Ministry of industry and information technology has not released the evaluation results of virtual operators and issued a complete new mobile resale policy on mobile resale, since January 2016, virtual operators have frequently received good news

recently, the Ministry of industry and information technology issued the "guiding opinions on the wholesale price adjustment of mobile communication resale business", clarifying the specific adjustment methods of wholesale prices, and establishing a long-term mechanism to solve the problem of wholesale prices, which is conducive to solving the problem of wholesale and retail upside down of virtual operators. In addition, section 171 was officially commercialized in January this year. It is reported that a total of 20million number resources have been issued in section 171, which have been provided to China Unicom's reselling cooperative virtual operators. In the later stage, more resources of section 171 will be opened one after another, and will be allocated according to the business development of virtual business enterprises, so that virtual operators can expand the scale of users with resource guarantee

the author once mentioned in the previous article "a new segment, a new model, virtual business opens a new journey in 2016" that the growth rate of the central and Southern markets in the United States is the fastest. Virtual operators have made new breakthroughs in the card release mode. Aware of the many disadvantages brought by the original national contractor card release mode, some virtual operators have begun to change the previous national contractor card release mode and choose to cooperate exclusively with only one powerful agent or enterprise in each province or prefecture. So, these state-owned contractors who have maintained channel relations for many years, or even more than a decade, can only stare, and can't get a piece of the virtual operators

obviously not. For some ambitious national contractors, 2016 is the beginning of the development of virtual operators into the high-speed track, and they are sure to eat this fat meat. National contractors will not abandon the channel relations that have been painstakingly operated for many years, let alone watch these channels be carved up. Therefore, national contractors have to transform and find a way to survive that suits them

where should international contractors go

under the current virtual business policy, there are two ways of virtual business in front of national contractors. One is to apply for a mobile communication resale business license like aishide, Tianyin and other virtual business enterprises, which has also become one of many virtual operators; The other is to establish strategic cooperation with virtual business enterprises. Instead of simply releasing cards layer by layer in the past, we should make full use of our own resources and advantages to help virtual business enterprises do market and operation

for the first way, to become a virtual operator, the state-owned contractor must spend a lot of time and energy to build systems, connect networks and other work like the previous virtual operators. How much it takes and how much it costs are not described here. Let's look at the second way. The 42 virtual operators are basically private enterprises that have their original main businesses and hope to develop their main businesses better by combining communication services. Therefore, virtual operators are happy to have such national contractors or enterprise platforms with strong control over channels to help them do market and operation, especially some interconnected virtual business enterprises

the author is also more optimistic about the second way of national contractors. Here I want to make an analysis of how national contractors will work after reaching a strategic cooperation with virtual operators

market. There is no doubt that national contractors have inherent advantages in doing their own old business, and they are familiar with channel construction and investment promotion

next, I want to focus on the operation. After the virtual operators form strategic cooperation with the state-owned contractors, the virtual operators provide resource support for the state-owned contractors, while the state-owned contractors can help the virtual operators shape the brand image and improve the card purchase experience from two aspects of brand promotion and after-sales service. These two points are also the urgent problems that virtual operators need to solve at present

brand promotion. The author found that there is such a phenomenon. Nowadays, with the popularization of virtual operators and their number segment knowledge, consumers have a certain understanding of virtual operators' number cards. However, many consumers who use the number 170 card think that the number 170 card belongs to the same virtual operator. There are nearly 40 virtual business enterprises that don't know the number 170, and they don't know what kind of virtual business brand their number card belongs to. Therefore, when these users have after-sales problems, they are always in a hurry to seek medical treatment

in the final analysis, these phenomena are caused by the failure of brand building of virtual operators. If the national contractor can highlight the number card characteristics, charges or privileges of the virtual business brand in the process of card release, and make agents at all levels, even to the terminal card selling points, and consumers remember the virtual business brand because of the characteristics of the number card, then the effect is self-evident, whether for the popularity promotion or brand building of the virtual business brand

after sales service. Some virtual business card users responded that when there were after-sales problems such as the need to query the number card information, open business, supplement 3, and long-term frequent use, which may lead to reduced fuel volume or deteriorated cards, after several twists and turns, when they found the customer service of the virtual operator to which their number card belongs, they dialed it, but it was empty, and they were helpless. In addition, in terms of recharge. Most virtual business cards can be recharged or recharged, but not everyone can operate. Some consumers bought the number card because the charge was cheap, thinking that the places around them that can recharge the traditional phone charges can also be recharged. After using up the balance, they found that it was not so easy to find a place to recharge

therefore, in terms of after-sales service and recharge, national contractors can set up a professional after-sales customer service team and make full use of the channel relations at all levels. Note: those with a price of about 10000 yuan are basically speed regulation system terminal card selling points connected to the virtual business card recharge system, so as to better serve users and give users a complete card purchase experience. The author learned from relevant channels that at present, some virtual operators have reached strategic cooperation with powerful provincial contractors or convenient service enterprise platforms in some provinces of China to provide resource support, and the rest of the work is handed over to these provincial contractors or enterprise platforms for operation. This method can also be used for reference by national contractors

speaking of this, the author can't help thinking that if this benign trend continues to develop, will it happen soon that virtual operators will only focus on displacement accuracy: within 1 of the indicated value, it is necessary to study how to form product differentiation in the market segment, and carry out such things as secondary resale of mobile resale business? Virtual operators will lease their existing resources to powerful national contractors, provincial contractors, and even powerful enterprise platforms, allowing them to formulate tariff policies, freely combine packages, and do marketing and operations. Under the interconnected thinking, this mode of division of labor and cooperation and giving full play to their respective strengths is not impossible

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