Is The Enterprise SMS Outlet Coming? Large Scale Deployment Of 5G Message Launched By Three Operators

The first landing application in 5g era may not be far away.

It was reported on December 17 that China Mobile, China Unicom and China Telecom have all started large-scale deployment of 5g message. It is revealed that China Mobile is currently building at a fast speed, and the network side functions are basically ready for commercial use; China Telecom and China Unicom are relatively lagging behind, but with the help of Huawei, ZTE and other enterprises, they will soon be ready for commercial use.

In terms of terminal equipment, some models of Huawei, ZTE, Xiaomi, glory, oppo, vivo and other brands support 5g message. In terms of application development enterprises, Fu Guoqiang, senior engineer of China Institute of information and communication, said that currently SDK manufacturers and SP enterprises have begun to start application development.

"5g news may become an important application scene since 5g was put into commercial use," Pan Helin, executive director and professor of Digital Economy Research Institute of Central South University of Finance and law, said in an interview with 21st century economic reporter. "Judging from the characteristics of 5g news, it has a good development prospect."

5g message has the advantages of high capacity, multi modality, strong interaction and no need to download app. Picture icphoto

5g first application

On April 8 this year, the three major operators jointly released the "5g message white paper" (hereinafter referred to as "the white paper"), putting forward the concept of "5g message" for the first time, and will jointly build 5g message system.

The so-called 5g message (RCS), simply understood as "SMS" in 5g era, is an upgraded SMS service based on integrated communication technology. Compared with the traditional SMS, which can only display information through text or simple picture MMS, users can send rich media messages such as pictures, audio, video, positioning, etc. by using the real mobile phone number as the login account.

The architecture of 5g message system includes terminal, 5g message center, MAAP platform, billing and settlement, message supervision and interworking between networks. Among them, terminals access 5g message center through 3G / 4G / 5G network or WLAN. 5g message center has 5g message management, distribution, routing and other functions, which is a kind of service provided by industry customers to terminal users in the form of dialogue.

MAAP platform is carried on 5g message center, which can upgrade SMS to RCS message, and integrate advanced messaging function and standard interface of RCS into Chat Bot (chat robot) and plug-in. In the mode of no application program, users can complete the interactive experience of searching, sharing, chatting and paying in message window, and realize message as a service.

Since the first mention of "5g news" in the white paper, its development has obviously begun to speed up.

In August, China Mobile launched the centralized procurement of 5g message system equipment, and centralized construction of 5g message center and MAAP platform equipment by virtualization, with a maximum bidding limit of 405 million yuan. Before that, China Mobile has launched MAAP platform in 9 provinces and Chatbot in 15 provinces.

On November 19, ZTE presented the world's first 5g message platform jointly with China Mobile at the China Mobile Global Partner Conference; on December 2, ZTE released the "5g message technology white paper" to comprehensively elaborate ZTE's 5g message solution; on December 9, mengnet group released 5g strategic product "Tianhui · 5g message platform".

Pan Helin believes that 5g message has a good application prospect, and it is based on the form of SMS upgrade to help users accept. "The authentication based on mobile phone number is more secure than other social software, and the overall application conversion cost is not large. Users do not need to install app. They can enter from the SMS terminal, which helps users adapt to 5g messages from traditional SMS, and correspondingly reduces the threshold for 5g messages to enter the social market."

"As 5g messages stimulate the demand for new entry of SMS traffic, the continuous improvement of ecological construction is expected to attract more b-end users to settle in and expand the demand of unit users." Dongxing securities research team pointed out that "looking forward to the next 10 years, the estimated scale of 5g message market is about 100 billion, which is about 2.6 times of the current SMS business of operators. It has broad market development space, and will benefit operators, industry users, terminal manufacturers and other multi-layer participants."

Hard to shake wechat ecology

At present, wechat is the largest instant messaging social application in China. Will the arrival of 5g news shake the status of wechat?

According to the white paper, 5g message related services are divided into two categories: one is interactive messages between individual users and individual users, and the other is interactive messages between industry customers and individual users.

Among them, the interactive messages between individual users and individual users are the strong relational social networking represented by wechat. Pan Helin believes that the birth of 5g message is still difficult to leverage the attraction of wechat to users at this stage.

"On the one hand, the current 5g terminal has not been popularized, and the user's experience of 5g is still on the faster network speed, and the application of 5g needs to be improved; on the other hand, with the popularity of 5g messages, it is difficult for users to change their wechat dependence over the years in a short time." Moreover, the application of 5g messages is not a simple personal conversion, it involves the conversion of the entire user community. Therefore, in terms of social ecology, wechat will remain in the existing market position for a long time, and 5g messages will not change much in terms of personal to personal information or even simple enterprise to personal information. "

Therefore, from the perspective of current practitioners, the outlet of 5g message is enterprise SMS.

"For the three major operators, on the one hand, they need to serve the public; on the other hand, a lot of their business comes from enterprise users. Enterprise users have commercial demand for directional push, which is of great help to operators in providing value-added services." Sun Yanbiao, President of the first mobile phone industry research institute, pointed out to the 21st century economic reporter.

In fact, although the current social app can meet the needs of users with strong relationship, the interaction between business SMS and weak relationship social interaction has not been fully met. In contrast, 5g message has the advantages of high capacity, multi form, strong interaction and no need to download app, which is expected to become a new entrance for b-end customers to reach C-end customers.

However, 5g news is still in its infancy. Pan Helin believes that in the process of 5g news development, whether it is upstream infrastructure providers, midstream service providers and solution providers, or downstream enterprises and individual users, it is very important to create the whole chain of ecology.

"First of all, we need to be stable in infrastructure. On the one hand, it is the communication infrastructure, the other is the terminal equipment, and the second is the establishment of the platform. The establishment of the platform should be able to effectively aggregate enterprises and individuals, and facilitate all parties to participate in Collaborative cooperation." Panhelin stressed that "the last is the benefit sharing mechanism, and the flow end is mainly controlled by the three operators. How to balance the development interests is the key to enhance the enthusiasm of all parties and build the ecology."