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IResearch's “White Paper on China Cloud Communication Industry Development in 2017” was released

2017-11-17 16:39:42 Author: Source:CTI ForumComment:0  Click:


  Summary:
The concept of social division of labor embodied in cloud services has brought profound influence on social development. However, the communication functions (short-message, telephone, instant messaging, etc.) are packaged and packaged or provided as interfaces, and delivered directly to the developer as a service, which results in the emergence of the cloud communications market. After years of development, the domestic cloud communications market is gradually becoming mature. The powerful manufacturers are gradually emerging from the market and trying to break through the inherent boundaries between SaaS and PaaS.
The core of the report centered on the cloud communication services at the PaaS level, presenting the status quo of the development of the cloud communications market based on operators and the Internet. The report starts with the concept and characteristics of cloud communications, development opportunities, industrial chain structure, business model and future development direction, and tries to clarify the path of industrial development for enterprises.
Cloud Communication Development Overview
Cloud Communication places communication functions at the cloud PaaS layer and SaaS layer
Cloud communication includes both conceptual understanding in the broad and narrow sense. Broadly speaking, all voice and data communication services based on Internet cloud services can be referred to as "cloud communications." In a narrow sense, they refer only to APIs or SDKs that encapsulate communication functions for developers to call and belong to the PaaS layer services. This report will focus on the cloud communication services at the PaaS level while taking into account the concept of cloud communications in the broad sense.
At the same time, we define “communication” as two forms of communication that include basic operator services and Internet services, mainly including SMS, voice, IP communications, etc., while traffic management services are beyond the scope of this report.
Among the three types of cloud services, PaaS is the latest start, and it is still in the early stages of development compared to the more mature IaaS and SaaS markets. The first PaaS product that can be traced back to now appears in 2006, followed by Google’s introduction of the more mature PaaS product GAE. Sina then introduced PaaS into the domestic market to launch SAE. After more than a decade of development, PaaS has gradually increased its share of the overall public cloud market. With the advent of the API economy, we expect that PaaS will usher in a broader space for development and will also drive the cloud communications industry to a higher level.
Improve the division of labor in the industry chain, cost and efficiency highlight the core value of cloud communications
As a branch of cloud services, cloud communication also inherits the core idea of ​​its “social division of labor”. With the help of cloud communication services, companies and developers can more easily embed various types of communication services without having to bear the high costs of technology research and development, management and maintenance, infrastructure procurement, and the potential risks in communication services to more professional Service provider processing. At the same time, companies are able to focus their efforts on the development and innovation of their core business, highlighting the value of both cost and efficiency, as well as performing the fine division of labor in the industry chain.
Divide different types according to service mode and communication principle
The division of cloud communication types can be based on two dimensions of service mode and communication principle. According to the service model, there are three types of cloud communication services: SaaS, PaaS, and privatization. The SaaS layer is for enterprise or individual terminal consumers. The delivery form is a standardized software application. The PaaS layer is mainly for developers and the deliverables are mostly SDK or API. The privatization deployment is mainly to provide the enterprise with an overall communication solution. .
According to the communication principle, cloud communication can be divided into two categories based on operators and Internet. In the two categories, product types such as SMS, voice, IM, real-time audio and video, live broadcast, etc., or different core technologies can be subdivided.
SMS service in cloud communication is mainly used for authentication and service notification
Due to the vigorous implementation of the real name system for mobile phone cards, the mobile phone number can basically be used as the only basis for determining the user's true identity. In 2015, the National Internet Information Office began to promote the App “Backstage Real Name, Front Desk Voluntary” policy, which made App operators mostly choose to identify the user’s real identity through a SMS verification code. Adding SMS verification links to important operations such as paying and modifying information can also better protect the user's account and financial security. Bind mobile numbers can effectively associate user information and derive more services.
Another important scene of SMS cloud communication is service notification, that is, the service notification automatically sent by the background system once the user triggers a certain behavior. The notification of user behavior information in the form of a short message notification can give the user a better experience and ease the anxiety when information is uncertain.
Voice services in cloud communication are mainly used for privacy calls and distributed calls
The problem of leakage of personal information on the Internet has gradually become more prominent in recent years, prompting users to increase their personal privacy awareness. Under the scenarios of renting vehicles, logistics, mediation, consulting, marriage and dating, etc., with the help of the privacy communication function of Cloud Communication, users can communicate with each other without exposing the actual telephone number, effectively avoiding information leakage and harassing phone calls. problem.
The e-commerce, finance, and intermediary industries are highly dependent on telephone communication with customers. The cloud call center can serve as an intermediary to facilitate the distribution of customer services and save the cost of remote calls.
Internet cloud communication helps various types of apps integrate social and live interaction within apps
In-app socialization is one of the most important business scenarios for internet cloud communications. Mobile Internet enters a new stage of refined operations. News, games, education, medical care, sports and fitness, and other types of apps all hope to build a social network of users by embedding social functions and improve user stickiness and activity.
Live streaming, one of the most popular outlets in the past two years, has become a standard feature in many industry applications. The live interaction in the education field creates a more targeted and interactive live-learning teaching model. The combination of social networking and live broadcasting further enhances the user's activity and creates a traffic effect by creating “net red” within the platform.
Internet Cloud Communication Quickly Establishes Business Communication and Enterprise IM Capabilities
Cloud communication can also be used to build a platform for business communication and meet the multi-scene communication needs of buyers and sellers. In addition, another important development scenario of cloud communications is the establishment of IM systems within the company. With digital office becoming the mainstream form of office for almost all companies, it is particularly necessary to build an enterprise IM system that facilitates internal communication, all-terminal, and multi-channel. Customized corporate IM services can also enable data attachment of IM modules to CRM, OA, ERP, or other systems, helping companies achieve more specific needs.
The government strongly supports the development of cloud services while regulating market behavior
In recent years, from the documents of the State Council to the "13th Five-Year Plan" of the will of the country, and to related policies of the Ministry of Industry and Information Technology and local governments, there has been an increasing emphasis on and support for the development of cloud computing. At the same time, the Ministry of Industry and Information Technology has also successively introduced policies to regulate the sound development of the cloud computing industry, such as the establishment of unified standards for cloud computing and cloud services, and standardizing the operation of the market; the vigorously promoted spam message management action has effectively solved the previous mess in the SMS market. Like.
In addition, the promotion of related policies such as the informatization transformation of enterprises and the real-name application of the App also opens up a vast space for the continued development of cloud communications.
The network infrastructure is perfect, and the underlying IaaS is maturing, building the foundation for cloud communication development
Thanks to strong policy promotion efforts, China's network infrastructure has made remarkable progress. Basic telecom companies have accelerated the construction of mobile networks. The number of 3G/4G base stations has nearly tripled in six years. At the same time, the transmission network facilities have also been continuously improved. In 2016, the total length of optical cable lines in China exceeded 30 million kilometers, which is more than double the number in 2010. With the increase of network coverage and communication service capabilities, the number of mobile 3G/4G subscribers in China has grown rapidly in recent years, reaching 940 million by the end of 2016, accounting for more than 70% of the total number of subscribers.
In recent years, the government has vigorously promoted the development of cloud computing. The development of IaaS service vendors led by Alibaba Cloud and Amazon AWS has gradually matured in China, laying a good foundation for the development of cloud communications at the PaaS and SaaS layers.
Traditional SMS and voice services have declined significantly, and corporate communications have become the focus of business


From the statistics of the communications industry released by the Ministry of Industry and Information Technology, the amount of point-to-point text messages between traditional individuals has been declining year by year, and the proportion of total mobile text messages in 2016 is already less than 30%. On the other hand, the number of non-peer-to-peer messages based on corporate text messages (industry messages) has remained stable and slightly increased. At the same time, the revenue structure of telecommunications continues to tilt towards the Internet access and mobile traffic businesses, and the proportion of voice revenue has dropped to 25% of total revenue. The traditional personal messaging and voice services have been significantly affected by Internet communications. The business scale has not been able to recover. The focus of traditional operator services will inevitably shift to services oriented to enterprises.
The enthusiasm for social and live broadcast continues to rise, in line with App's refined operations
Since the advent of the Internet, social networking has always been one of the most glamorous examples, and it has also witnessed the history of the development and prosperity of the Internet. In the era of mobile Internet, social networking is still firmly in the dominant position, and Internet users’ mobile enthusiasm continues to rise. In the past two years, the live broadcast has become the most watched form in the social field. According to the monitoring data of iResearch mUserTracker, only 12 months of 2016, the number of monthly independent devices for live web apps (excluding live games, live TV, etc.) Achieve doubling. As the number of mobile Internet users continues to rise, the proportion of mobile Internet users in the total number of Internet users has exceeded 95% by the end of 2016, which has already touched the growth “ceiling”. After the mobile Internet enters the stock market, operators are required to establish refined operations. The establishment of social relationships within the application is exactly the same.



Traditional Enterprises Accelerate Internet Transition and Firm IM Demand
In recent years, the digitization and information transformation of our country's traditional enterprises has accelerated. The company's document processing, data transfer, resource management and other aspects have all been transferred to digital platforms for processing. According to the data released by CNNIC, as of the end of 2016, the percentage of computers and Internet users in China reached 99.0% and 95.6%, respectively, and network coverage at the enterprise level has basically been achieved. On the other hand, the increase in the number of cross-regional and cross-organizational office operations after the expansion of large and medium-sized enterprises, coupled with the increasingly flexible working methods of employees to promote the quiet rise of mobile office, the company's internal demand for IM, teleconferencing and other products is even more prosperous.
China-U.S. cloud communications basically developed in the same period, but US companies’ global service capabilities far outperformed China.
Both China and the United States began to appear at the beginning of the 21st century with the advent of cloud communications. The difference is that the United States started out as a voice service. Companies such as Jaxtr, Jajah, etc. have appeared under the banner of “Voice 2.0”; The first and mature market is the SMS market. Since then, the basic telecommunications business has developed with the trend and formed a more mature industry. The vigorous development of Internet cloud communication services is relatively recent, and China's ability in this field is better than the United States in terms of market maturity.
However, because U.S. companies and applications are mostly oriented toward global consumers, indirectly making the companies providing cloud communication services to them have better global service capabilities. Of course, with the domestic application going to sea, the number of international customers and global service capabilities of domestic cloud communication service providers will also be further improved.
Twilio as a global cloud communications benchmarking company, business model is generally optimistic
Twilio was listed on NASDAQ in June 2016 and became the only Silicon Valley unicorn startup to apply for listing. Twilio, a leader in the global cloud communications industry, provides APIs for communication capabilities to customers (App and Web application developers) and serves global customers including Uber, WhatsApp, and Airbnb. From the course of its business development, Twilio can clearly see that it started from a single voice interface service and gradually developed a multi-directional communication service including SMS, MMS, VoIP, and video. After the listing, Twilio became more and more clear about the pace of development of communication and Internet. According to its 2016 financial report, Twilio's total revenue for the year reached US$277 million, an increase of 66% over 2015, and its business model is generally optimistic.
Cloud Communication Industry Chain
The upstream of the industrial chain has become more mature. The middle-stream partners have helped the service development and the downstream customers are mainly developers and enterprises.
Cloud Communication Industry Atlas
Most of SaaS vendors in cloud communications focus on specific application scenarios, while PaaS vendors have platform-based companies that span both carriers and the Internet.
Cloud communication vendors charge downstream customers by integrating upstream operator resources
The core value of cloud communication services lies in the integration of more decentralized operator resources. This kind of "resources integration" can be understood as meaning in two aspects: First, channel resources separated by different telecommunication operators, cloud service providers can provide downstream operators with integrated operator communication capabilities, and second, different communication methods. Inter-operator networks and IP networks, and Internet communications include complicated forms of communication such as texts, pictures, videos, real-time audio and video conversations, live broadcasts, and red envelopes. Cloud service providers can integrate different technologies to provide downstream communications. Unified integrated communication capabilities.
Cloud Communications Development Trends
IP-based converged communications will gradually replace single operator services
The concept of "converged communications" has not just recently emerged. As the rapid development of the mobile Internet years ago, OTT services have had a huge impact on traditional telecommunication services. Operators have proposed the development strategy of RCS (Rich Communication Services). With the development of cloud services, the concept of UCaaS (Unified CommunicationsasaService) has begun to appear. As people’s demands for rich media are increasingly strong, traditional single operator services cannot meet user needs; and IP-based converged communications are highly integrated by integrating different communication methods and means and building a converged communications architecture to achieve business integration. Compatibility and interoperability will become the dominant force in the future of cloud communications.
Manufacturers' global service capabilities will grow well with domestic applications to sea
According to the huge gap in the global service capabilities of China-US cloud communication vendors, the global service capabilities of domestic manufacturers will continue to improve as the customers (ie applications) go to sea. In the field of mobile applications to the sea, we also see particularly good performance in the social category and many action and strategy game applications represented by live.me, which provides huge imagination for the overseas customers of cloud communications. The domestic cloud communication companies want to improve their global service capabilities, and must accelerate the layout of two aspects: First, the operator level needs to expand and open up the resources of global telecommunications operators, and second, the Internet needs to establish more global data center nodes.
There is a promising enterprise IM market, but the attractiveness of individual IM products is weakening
The exchange of information inside and outside the enterprise is just a need, which proves that the enterprise-level IM market is stable and reliable and has a promising commercial value. However, the standardization of the ability to customize IM products is not sufficient, and it is easy to form a closed product ecosystem. Its attractiveness to corporate managers is gradually weakening. On the other hand, in recent years, the enterprise system architecture has initiated a wave of changes from c/s to SOA. As the core capability of the enterprise system architecture, IM seamlessly integrates with its own applications or third-party applications such as CRM, OA, ERP, and SCM, and caters to the development of loose coupling and decentralization. Separate enterprise IM products will be gradually replaced by enterprise-class IM platforms with customized development capabilities to help companies flexibly adjust their application system architectures according to their own business needs.
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