Although personal SMS is crushed by IM software, SMS is not dead, and even presents the phenomenon of “underwater prosperity”. According to the data released by the Ministry of industry and information technology, in 2020, the volume of China’s mobile SMS business will increase by 18.1% over the previous year, and the growth rate will decrease by 14.1% over the previous year; The revenue of mobile short message service increased by 2.4% over the previous year, and the growth gap of mobile short message service volume revenue decreased to 15.7% from 33% of the previous year.

As the upgrade of short message service, 5g message provides personalized service to users in the form of text, voice, picture, video, tab, etc. through Chatbot (chat robot), realizing the one-stop business experience of searching, discovery, interaction, payment and other operations in the message window. Therefore, 5g message has many functions of chat, group chat, small program of Ott application, and various service app.

At present, 5g message has entered the current network deployment stage in China, operators are conducting trial commercial, terminal support coverage is also improving, and the industrial chain, especially some industrial application fields, is looking forward to it. 5g news is expected to be officially commercialized this year.

The deployment of 5g message in the current network has been in full swing

The current network deployment of 5g message by operators has been in full swing. As early as August 2020, China Mobile started the centralized acquisition of 5g message system equipment, and adopted the virtualization method to build 5g message center and MAAP platform equipment, with the maximum bidding quota of 405 million yuan. Before that, China Mobile had launched MAAP platform in 9 provinces and Chatbot platform in 15 provinces.

Analysis of the challenges of large scale commercial 5g message

On January 29, 2021, China Telecom and China Unicom announced the successful candidates for the joint centralized procurement project of the 2020 5g information platform (RCS) construction project. ZTE and Huawei became the successful candidates for the centralized procurement.

In November 2020, China Unicom’s 5g message was successfully called in Jiangsu Unicom Wuxi East China data center. As one of the two big 5g message nodes planned by China Unicom, Jiangsu node will undertake the 5g message service of 12 provinces in the future. In December, Shanghai Unicom completed the deployment of 5g message trial commercial platform, and successfully accessed several head industry applications.

During the Beijing Telecom exhibition in October 2020, China Mobile will open 5g message friendly business to 15 provinces, autonomous regions and cities including Guangdong, Guangxi, Jiangsu and Zhejiang. China Mobile Internet company also specially developed SMS applet, which is based on “SMS + authentication + H5 applet”, to meet the experience needs of Apple iPhone users for 5g messages.

The commercial carrier of 5g message is terminal. In terms of terminals, the customized terminals of the three operators basically achieve the full coverage of 5g message up2.4. Huawei, ZTE, oppo, vivo, Xiaomi, Samsung, Meizu, Hisense, Lenovo and other terminal enterprises are promoting the nationwide business of 5g news. Among them, the mainstream brands of Android smart phones have upgraded 5g message up1.0, Huawei emui8.1 and above, Xiaomi miui10.1 and above, oppo has launched the public version upgrade, and vivo has launched many mobile phones.

The industry chain is also looking forward to 5g news, because operators will open the business, billing and customer service capabilities of 5g news. Through the standard network interface API for mobile terminals, platform operators and ecological service providers, they will gather a full amount of customer content and services in finance, catering, industry, e-commerce, tourism, government affairs, transportation, media information, medical and other industries. At present, finance, insurance, securities, e-commerce, government affairs, community, small and medium-sized enterprises have demand for 5g news, because of the problems of high installation cost of app and low use frequency of customers. Of course, the application developers who need to rely on the external Internet platform also welcome 5g news, because it can make the customer service process completely controlled by themselves, the customer relationship owned by themselves, and the customer flow benefited by themselves. 5g news will greatly improve the communication efficiency and experience between enterprises and users in the industry.

On January 26, 2021, the inauguration ceremony of the first 5g information laboratory in the financial industry and the signing ceremony of ZTE and UnionPay data strategic cooperation were held in Shanghai. The laboratory is jointly sponsored by ZTE and UnionPay data, which are members of the financial digital development alliance. Both sides will give full play to their respective advantages to carry out in-depth cooperation in 5g message application scenarios, scheme research and related standards, subject application, etc., speed up the research and development and commercialization process of 5g message application, and jointly build 5g message industry application demonstration.

Challenges

Of course, 5g news gives the industry chain a big pie, but there are still some challenges on the way to large-scale business.

First of all, users have formed a habit of using the existing Ott applications. For example, WeChat and Alipay have formed huge user groups. It is uncertain whether 5G messages can pry users on social and service capabilities.

Secondly, the adaptation of terminals. As mentioned earlier, the adaptation of some mobile phone brands to 5g messages is still limited in type and quantity. The terminal is the carrier of all business.

Third, cross platform access. If we want to improve user stickiness and adapt to more scenarios, we need to support cross terminal adaptation.

Fourth, about spam messages and user harassment. Because 5g messages do not need to download, register, login and other pre operations, and do not need to bind the mobile phone number, collect the verification code and other actions, they can be used immediately. Take wechat as an example: wechat needs to register and add friends to send messages to each other, but 5g messages do not need to register and add friends, which provides opportunities for spam messages.

Fifthly, the main force of 5g news is enterprises, so the push of marketing information is not unbalanced, which is also a challenge that needs to be considered and solved on the commercial road of 5g news.

Editor in charge: Tzh

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