The first landing application in the 5G era may not be far away.
It was reported on December 17 that China Mobile, China Unicom and China Telecom have all started the large-scale deployment of 5G news. According to reports, China Mobile’s current construction speed is relatively fast, 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 companies, they will soon be ready for commercial use.
In terms of terminal equipment, some models of Huawei, ZTE, Xiaomi, Honor, OPPO, vivo and other brands currently support 5G messaging. As for application development companies, Fu Guoqiang, a senior engineer at the China Academy of Information and Communications Technology, said that currently SDK manufacturers and SP companies have begun application development.
“5G news may become an important application scenario since the commercial use of 5G,” said Pan Helin, executive dean and professor of the Digital Economy Research Institute of Zhongnan University of Economics and Law in an interview with a 21st Century Business Herald reporter, “From the characteristics of 5G news, Look, it has good prospects for development.”
5G first application
On April 8 this year, the three major operators jointly released the “5G Messaging White Paper” (hereinafter referred to as the “White Paper”), proposing the concept of “5G messaging” for the first time, and will jointly build a 5G messaging system.
The so-called 5G message (RCS), simply understood as the “text message” in the 5G era, is a mobile SMS upgrade service based on integrated communication technology. Compared with traditional SMS, which can only Display information through text or simple picture MMS, users only need to use the real mobile phone number as the login account to send rich media messages such as pictures, audio, video, location, etc. using traffic on the SMS interface.
The 5G message system architecture includes terminals, 5G message centers, MaaP platforms, billing and settlement, message supervision, and inter-network communication. Among them, the terminal accesses the 5G message center through the 3G/4G/5G network or WLAN. The 5G message center has functions such as 5G message management, distribution, and routing. It is a service provided by industry customers to end users in the form of dialogue.
The MaaP platform is carried on the 5G message center, which can upgrade short messages to RCS messages, and integrate the advanced messaging functions and standard interfaces of RCS into Chatbots (chat robots) and plug-ins. The message window can complete the interactive experience of searching, sharing, chatting, payment, etc., realizing the message as a service.
Since the first mention of “5G news” in the white paper, its development has obviously begun to accelerate.
In August, China Mobile launched the centralized procurement of 5G message system equipment, and adopted a virtualized approach to centrally build 5G message centers and MaaP platform equipment, with a maximum bid limit of 405 million yuan. Before that, China Mobile had launched the MaaP platform in 9 provinces and Chatbot in 15 provinces.
On November 19, at the China Mobile Global Partner Conference, ZTE demonstrated the world’s first 5G messaging platform jointly built with China Mobile; on December 2, ZTE released the “5G Messaging Technology White Paper”, which comprehensively explained ZTE’s 5G Messaging solutions; On December 9, Montnets Group released the 5G strategic product “Tianhui 5G Messaging Platform”.
Pan Helin believes that 5G messaging has good application prospects, and its SMS-based upgrade will also help users accept it. “The authentication form based on the 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 the App, and can enter from the SMS terminal, which helps users to gradually change from traditional SMS. Adapting to 5G news has correspondingly lowered the threshold for 5G news to enter the social market.”
“As 5G news stimulates the demand for new access to SMS service traffic, the continuous improvement of ecological construction is expected to attract more B-end users to settle in and expand the demand for unit users.” The research team of Dongxing Securities pointed out, “Looking forward to the next 10 years, the 5G news market estimates The scale is about 100 billion, which is about 2.6 times that of the current operator’s short message business, has a broad market development space, and will benefit operators, industry users and terminal manufacturers and other multi-layer participants.
Difficult to shake the WeChat ecosystem
At present, the largest instant messaging social application in China is WeChat. 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 the interactive messages between individual users and individual users, and the other is the interactive messages between industry customers and individual users.
Among them, the interactive messages between individual users and individual users are social networking with strong relationships represented by WeChat. Pan Helin believes that the birth of 5G news is still difficult to leverage WeChat’s attractiveness to users at this stage.
“On the one hand, the current 5G terminals have not been popularized, and users’ experience of 5G is still on the faster network speed, and the application of 5G needs to be improved; It is difficult to change the dependence of WeChat in a short period of time.” Pan Helin said, “In addition, the application of 5G messaging is not a simple personal conversion, it involves the conversion of the entire user group. Therefore, from the perspective of social ecology, WeChat also It will remain in the existing market position for a long time, and 5G messages will not change much in personal-to-personal information, or even simple business-to-personal messages.”
Therefore, from the perspective of the industry, the outlet for 5G messages to be larger and easier to achieve is corporate SMS.
“For the three major operators, on the one hand, they need to serve the public, and on the other hand, a large amount of their business comes from enterprise users, and enterprise users have commercial needs for targeted push. In this regard, it is very important for operators to provide value-added services. help.” Sun Yanbiao, president of the First Mobile Research Institute, pointed out to the 21st Century Business Herald reporter.
In fact, although current social apps meet the needs of users for social interaction with strong ties, business text messaging and social interaction with weak ties are still not fully satisfied. In contrast, 5G messages have the advantages of high capacity, multiple forms, strong interactivity, and no need to download apps, and are expected to become a new entry for B-end customers to reach C-end customers.
However, 5G news is still just getting started. 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, the ecological construction of the entire chain is very important.
“First of all, we must make steady progress in infrastructure, on the one hand, communication infrastructure, on the other hand, terminal equipment, and secondly, the establishment of a platform. The establishment of the platform must be able to effectively aggregate enterprises and individuals, so that all parties can participate in collaborative cooperation.” He Lin emphasized, “The last is the benefit sharing mechanism. The traffic side is mainly controlled by the three major operators. How to balance development interests is the key to enhancing the enthusiasm of all parties and building an ecosystem.”