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中移动WLAN已“安乐死”

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2014-06-23 18:53:26 转载来源: 网络整理/侵权必删

AS网站目录(www.adminso.com):中移动WLAN已“安乐死” 随着拥有最大规模WLAN网络的山东移动撤走所有WLAN团队,转向固定宽带后,宣告了中移动投入三年的WLAN战略已经偃旗息鼓。同时,投资集中于TD-LTE的不争事实,基本上是判了WLAN在中移动的安乐死

AS网站目录(www.adminso.com):中移动WLAN已“安乐死

随着拥有最大规模WLAN网络的山东移动撤走所有WLAN团队,转向固定宽带后,宣告了中移动投入三年的WLAN战略已经偃旗息鼓。同时,投资集中于TD-LTE的不争事实,基本上是判了WLAN在中移动的安乐死。

从2010年到2013年,中移动以超音速建设了近500万个AP,试图打造一张电信级的WLAN网。根据每个AP大约4000元的部署成本,WLAN整体花掉了中移动近200亿元。

为何要大搞WLAN?中移动起初的设计是为了分流2G/3G网的流量,弥补自身在3G上的不足,虽然与董事长奚国华意见不同,总裁李跃仍力推WLAN策略,将“GSM、TD-SCDMA、WLAN、TD-LTE四网协同”列入了2010-2012年的指导性方针。

然而,由于鉴权、漫游、计费等问题,WLAN遭遇市场惨败,用户最集中的三个场景:校园、大型工厂家属区和小城镇居民区,平均每人每月10元的收入,连网优成本都不够。

在受到电信固移融合打击最激烈的南方市场,很快,WLAN就偏离了“分流移动流量”的轨道,变成了对付固定宽带的武器,各地移动纷纷推出只是当地电信联通宽带三分之一或更低的价格,冀望能收回一些投资。

而北方各省相对来说,联通的竞争势头没那么猛烈,加上距离总部较近,“比较听话”,WLAN的头号大省山东,就是在当时的总经理李秀川亲自挂帅下,靠大跃进式的投入,WLAN AP超过100万,占当时移动全部AP的25%。

但是在这期间,山东移动不但没能逃脱WLAN难赚钱的魔咒,而且主营业务受到了很大影响。2013年底,济南移动收入首次被济南联通超过,山东移动净增用户数也从全国第一转为倒数。

而南方地区的省移动公司,由于较早停止对WLAN的投入和运营,“只是完成数量上的KPI。”代之以固定宽带+TD-LTE的方式,以低价策略,与移动号码捆绑,迅速化解了电信联通的进攻,保住了良好的增长势头。

2013年11月,颜永庆接任山东移动总经理,他一上任,就在业绩KPI和领导指示面前,毫不犹豫地选择了前者,向南方兄弟公司看齐,停掉WLAN,大搞固定宽带,并订了年底过百万的宽带用户目标,差不多是山东一年的增量。

同为另一个WLAN大省的河南,也与山东移动一样掉转了航线。可以说,尽管中移动总部对发展固定宽带的态度并不明朗,但是各省的积极性和士气已是空前高涨。

在江苏、浙江等南方大省,中移动以电信联通三分之一或更低的价格,380/4M一年,无安装费送光猫,或是960一年10M,送960话费(分12个月到账)这样的资费漫天飞,迅猛地攻城拔寨,最高能达到40%的存量份额和60%的新增份额,令同城的电信老大哥头疼不已。中移动已经成为宽带市场上的野蛮人。此前WLAN建设留下的光纤和管道资源,倒是在这场宽带野蛮生长中发挥了一定的作用。

一位南方移动公司管理层称,传统号卡业务陷入防御,内部矛盾开始淤积,移动迫切需要寻求市场增长点来提振员工士气,宽带业务前期模式成熟,人才充沛,虽然不是最酷的选择,但是最容易实现长期增长目标的选择,可为分析报表提供长期的上行曲线。

这也全球也已经成为趋势,移动运营商如果没有固网,就弱爆了。2013年,沃达丰仅在澳大利亚就流失了100万用户,就是被对手的固移融合策略抢走用户。痛定思痛,沃达丰去年以10亿美元收购了德国网络运营商KABEL,同时还在欧洲各国不断寻找合适的宽带运营商,以至于有许多资本突击进入宽带运营,就是为了能卖个好价钱给沃达丰。

“从未来看,移动市场受到网络制式、渠道、虚拟运营商等多重因素影响,只能步步博弈,唯有线宽带的命运紧紧握在在我们自己手里。”中移动能否扼住命运的宽带?

标签: 移动 WLAN 安乐死


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