Why Does China Mobile Implement a 4G Free Experience?

According to media reports, in December of this year, China is very likely to issue 4G licenses, and China Mobile, which has always claimed that "4G is quicker," has been active. In the network construction, China Mobile has announced more radical construction plans throughout the country, intending to grab a good network foundation for 4G commercialization before the 4G licensing.

In particular, for example, users in Beijing pre-stored calls can participate in 4G free experience, traffic 15G, Guangdong is even more thorough, claiming that from now until the end of the year, all users of Guangzhou and Shenzhen can directly experience 15G capped 4G traffic, until There is no charge until the end of the year.

In the context of people constantly questioning operators' traffic management strategies, we can't help but ask: If such a large-flow, all-people-free, free 4G experience seems to be a sign of a major leap in Guangdong Mobile? Before Lenovo reported that Guangdong Mobile and Alibaba.com's traffic back-to-back services, the question is perhaps to be translated into: What kind of moves does China Mobile have in the next big market?

From the public data, the most direct change that 4G brings to users is a leap in network speed, which can reach 100Mb/s wireless broadband, which is almost 10 times that of 3G network. With such a fast internet speed, the most direct psychological expectation in the user's traffic consumption is probably "so fast, how quickly can my traffic package be used up all of a sudden?".

From scratching the ears in the 2G era to a modest experience in the 3G era, it suddenly jumped to the point where the speed was too fast. The telecom operators face different user expectations and behaviors at each stage. Management issues. In my opinion, China Mobile has launched a capped free flow experience of up to 15G.

Second: Let China Mobile discover a valuable traffic business model.

First: Let users convert from "flow ninja" to "traffic pedestrian".

Third: Let mobile Internet applications change from "leaders" to "collaborators."