1. Introduction After the reorganization of telecommunications and the issuance of 3G licenses, China's telecommunications industry has ushered in a new environment, new competition, and new development. How to deal with the huge opportunities and challenges of the whole business transformation, and how to solve the dilemma of the current homogenous competition in the telecommunications industry and the future sustainable development are a strategic issue for China's telecommunications operators to build their future core competitive advantages. This article believes that taking the triple play as an opportunity to reconstruct the core competitiveness of telecom companies from strategic resources is an important source of promoting the full-service transformation of China's telecom operators and establishing and maintaining future core advantages.
The background and meaning of the integration of the two and three networks
Under the global environment, background and trend of the triple play, the concept of triple play has been developed in China since the end of the last century. The development of triple play in China has experienced some extraordinary journeys. Factors, there are factors of the regulatory system, of course, there are other factors such as technology, standards and so on. However, with the advancement of science and technology, the drive of market demand and the guidance of government policies, China â€™s triple play has been formally mentioned on the specific agenda through the form of national planning. Triple play has become a general trend, and problems affecting triple play will be Gradually resolved, policy supervision will also be unified.
Due to the limited level of advanced telecommunications technology, China's telecommunications network, radio and television networks and the Internet are still in the stage of analog technology and narrow-band, resulting in the different business positioning of the above three networks in China, and the correlation between them is not very large. However, with the development of global communication technology, especially driven by the digital technology revolution, the related technologies and services of the above "three networks" have penetrated and merged with each other, so that the same applications and content can be realized through different networks and different terminals. transmission.
Wei Leping, chief engineer of China Telecom, believes that the integration of the three networks is a broad term. At this stage, it does not mean the physical unity of the telecommunications network, broadcast television network and the Internet, but mainly refers to the integration of high-level business applications. The main performance is that the technical layer tends to be consistent; the network layer can achieve interconnection and interoperability; the business layer penetrates and crosses each other, and all tend to be full-service; the application layer uses a unified IP communication protocol; the business layer competes with each other and cooperates with each other. In order to provide people with diversified, multimedia, and personalized services, the unified goals gradually converge, and industry regulations and policies also gradually become unified, leading to the integration of industry regulatory policies and organizational structures.
Therefore, the integration of the three networks refers to the integration of the three major networks of telecommunications, radio and television networks, and the Internet through resource sharing, information sharing, and complementary advantages to jointly provide unified services; it is not misunderstood by people. The physical network is merged into one network or the merger of three business units. " The converged network has advantages that cannot be matched by any previous network: for users, on the one hand, it can present multiple services to users through a set of terminal platforms at the same time, effectively reducing the user's operational difficulty and complexity; , It can increase the transparency of users to the network, lower the threshold for business use, and reduce the user's purchase and use costs. For operators, it not only inherits the original voice, data and video services, but also through the integration of network resources, derived more rich value-added services such as teletext, VOIP, video mail and online games. Therefore, it can not only solve the bottleneck of telecom operators' business development, but also solve the problem of the lack of profit model of radio and television networks; it can not only reduce infrastructure investment, but also strengthen the refined business operations.
Third, the operator's three network integration path selection
In the course of the development of triple play, the realization of triple play needs to be based on the technology of broadband communication networks, digital TV networks and the next generation Internet, so triple play is still a gradual process in our country and a development direction . At this stage, China's promotion of the triple play must first upgrade its respective networks, and gradually develop into broadband communication networks, digital TV networks and the next generation Internet. By exerting its advantages, it eliminates disadvantages, provides more services, and enriches the choices of users. Channels, it is possible to continue to develop at a higher level. At present, although the technical conditions for the integration of the three networks are already in place, business and market demands have emerged. However, due to the historical reasons of their respective network facilities, the problems of policy supervision and the need for profit sharing, the integration of the three networks will coexist for a long time, but they will all develop towards the full service network. Therefore, based on the characteristics of their respective networks, business integration should select the best path for business integration on different networks:
First, telecom operators will follow the path of "voice"-"voice + data"-"voice + data + video" to achieve tripleplay, so IPTV and mobile video are important entry points for the integration of the three networks, and eventually provide The three services are bundled as standard triple-play services.
Secondly, radio and television operators will follow the path of "broadcast TV"-"broadcast TV + data"-"broadcast TV + data + voice" to achieve tripleplay, so digital TV is an important entry point for the integration of the three networks Provide three network integration services marked by three types of service bundling.
Finally, as a supporting service platform for business integration of the three networks, the Internet will provide a unified public communication protocol and information transmission, laying a firm foundation for business integration.
IV. Innovative choice of triple play in building operators' core competitive advantages
Taking the convergence of the three networks as an opportunity to reconstruct the core competitive advantages of operators, it is necessary to innovate on the integration of the three networks. In summary, we can innovate from the following different perspectives.
(1) Innovate the three-network integration service integration model
Business integration is the essential connotation of triple-network integration at this stage. Triple-network integration has laid the foundation for business integration. Broadly speaking, the business form of triple play can be divided into three categories: one is that radio and television and telecommunications enter each other's traditional business market; the other is a new business form generated on converged broadband networks, such as mobile TV and IPTV , Internet TV, etc .; The third is the new business form (FMC) between fixed and mobile networks. Whether it is a radio and television operator or a telecom operator, converged services such as IPTV, mobile TV and VOIP have become its new growth points. With the operation and development of 3G, streaming media and other content-related services will have greater market space. On the one hand, due to increased bandwidth and continuous innovation of terminals, content application services will be more abundant, so 3G is a combination of three networks Provide a new way of implementation; on the other hand, full-service operations in the 3G era will promote the realization of unified advertising, unified packages, unified accounts and unified numbers, and continue to promote the integration of fixed and mobile networks. In this context 3G will put forward requirements for the integration of the management system and policies of the triple play in China.
(2) Innovate the cooperation model of the three-network integration industry chain
In the case of traditional industrial separation, the telecommunications and radio and television industries have formed their own complete industrial chains. The relationship between various stakeholders in the industrial chain is intricate and interdependent. In particular, the sector â€™s industry interest relations have not been straightened out. The industry regulators and their subordinate enterprises have inextricable and inseparable relations, which seriously restrict the integration and coordination of industry chain resources. After the integration of the three networks, it is bound to break the constraints of the original interest chain and the conflict of departmental interests. By integrating the resources of radio and television content providers, content integrators, service providers and network operators to achieve system integration, the barriers of departmental interests will be broken and rebuilt Traditional industry chain. Among them, content providers mainly complete the editing, production and production of information content, sell the produced information service products to content integrators through market channels, and content integrators regroup information content according to market demand and allow Simple external packaging and superimposition of restructured content, integrated products of content integrators can be integrated by information service providers, integrate products of multiple content integrators and related communication services, and then be finally transmitted by network operators To end users. The difference from the traditional industry chain is that: first, the network and content can be completely separated; second, the core of the integrated industry chain is the service provider, and the service provider can exist independently, or it can be integrated with the network operator. Can be integrated with content providers and content integrators.
(3) Innovate the business model of the integration of the three networks
From a global perspective, it will be a mainstream mode for telecom operators to cooperate with radio and television operators to provide IPTV and mobile TV services. Before the industrial integration, broadcasting, television and telecommunications were in an absolutely dominant position on their respective sites. Both industries are developing in the direction of integration, but no one wants to let go of their vested interests first. Therefore, converged services are still in the global exploration stage, especially converged services such as IPTV and mobile TV. Fighting for the industry's leading power is essentially fighting for the distribution of benefits in the industry chain. Both telecom operators and the radio and television departments want to control the strategic dominance of the IPTV and mobile TV industry chains, because whoever has the dominance of the industry chain will have a greater chance of obtaining future potential benefits. As the leader of the convergent business industry chain, operators must create a reasonable profit model to achieve a win-win situation for the industry, make all aspects including content developers and providers profitable, and jointly expand and strengthen integration From the global perspective, the value chain of the sex business industry is still in the exploratory stage.
(4) Market demand for innovative triple play
First, the construction of digital cities has provided market demand for the integration of the three networks. China's urban informatization construction has been carried out for many years. At present, preliminary achievements have been made in information infrastructure construction and public service platform architecture. "Digital city" has gradually become a reality. Under the clear guidance of China's "Eleventh Five-Year Plan", all parts of the country are comprehensively and pragmatically establishing their own city construction plans based on the national master plan, and telecommunications companies serve as information networks and services. The provider, whether it is to promote the process of the integration of the three networks or the construction of the electronic community, will become the main force in the construction of digital cities. With the advancement of the depth and breadth of China's urban informatization, it will surely provide huge market demand for the integration of China's three networks and lay a solid market foundation for operators to build core competitive advantages.
Secondly, the construction of electronic communities has innovated the market demand for the integration of the three networks. As a key development field of social informatization in China, electronic community has become one of the important measures for the construction of a harmonious society. The construction of a national electronic community refers to: taking community service centers as the main body, uniting government departments, community service providers, bank financial institutions and property management companies and other related units, using network platforms, voice platforms and plane information as carriers, and providing government services , Business services, financial services, property services and information services as the content, integrate the resources of all parties, and provide local residents with a comprehensive service system. Therefore, judging from the requirements of the construction of electronic communities, it will surely create a huge market space for the integration of the three networks in China. Finally, the construction of informatized homes has innovated the market demand for the integration of the three networks. With the improvement of residents' consumption level and the acceleration of social life rhythm, people put forward more demands for family informatization. Operators should take the opportunity of home informatization. Operators use the full-service functions brought by full-service operations to implement business bundling strategies through personalized business application services and differentiated marketing solutions, and finally realize the market and personal Take control to further provide and consolidate the operator's competitive advantage.
In short, the full-service operation opportunities brought by telecommunications restructuring for China's telecommunications operators are conducive to promoting the integration and penetration of telecommunications networks, radio and television networks and the Internet, and play a substantial role in promoting the integration of the three networks. Especially in the context of 3G operations, the convergence of telecommunications networks, the Internet, and broadcast and television networks has been further promoted. The corresponding services, markets, and industries are also penetrating and integrating with each other. It gradually became blurred.
5. The practical significance of the integration of the three networks
The integration of the three networks is the result of the development and innovation of modern information technology in recent decades. It is also a manifestation of the integration trend after technology has crossed the information gap. It will certainly have a milestone significance in the development history of the information revolution. First of all, the integration of the three networks is that it will serve as a platform for value-added business integration, extending the past single information services to cover all aspects of daily life, and ultimately driving all sectors of society, such as hospitals, supermarkets, banks, shopping malls, properties and The development and progress of all aspects related to human social life; secondly, the integration of the three networks will surely redraw the territory of the modern information industry, bring new development to China's information manufacturing industry, information content industry and information service industry, and continue to promote China The coordination and development of the information industry chain; Finally, the integration of the three networks has injected new vitality and new growth points into the development of China's national economy. An important opportunity for international competitiveness is also an important opportunity for China to realize the transformation of economic growth mode and accelerate economic and social transformation.
This article believes that, at present, major operators should focus on the development of heterogeneous resources as a strategic focus, with full business transformation as a strategic goal, and with customer service value enhancement as a strategic purpose, and reconstruct the future-oriented core competitive advantages of enterprises. Therefore, operators should overcome the limitations of the existing business operation model, be good at discovering new opportunities from the new environment, through the innovation of the three-network integration operation model, rely on the innovation of heterogeneous strategic resources, change the original disadvantage of enterprise resources, and quickly obtain The core advantage of future competition. For enterprises that were originally at a disadvantage, the innovation based on the three-network integration operation model may change the future competitive position of the industry and further rewrite the future development pattern of China's telecommunications industry.
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