The rise and end of Fetion

China Mobile issued an announcement saying that Hetdon will stop providing services from September 30, 2022. This means that Fetion, which has a 500 million registered user volume, will officially withdraw from the historical stage.

From the 2G era, the real -time communication service giant with up to 100 million MAU (monthly active users), to the tide of the mobile Internet, gradually decline, and then to the end of the shutdown. It has nothing to do with right or wrong.

Birth: Fetion is destined to be an instant communication giant

The boarding high school era can watch a CCTV-5 NBA live broadcast. In 2007, in the second year of high school, holding the Nokia 5300 red and white slider mobile phone at the same table, using the 5 yuan 30m mobile dream network CMWAP to brush the text version of the NBA live broadcast. This is the earliest impression of the author's "Internet access" on mobile phones. Which two teams are the two teams of the NBA live, but the text version of the live broadcast explanation and the "watch" enthusiasm of the "watch" in the class in the class are clearly remembered.

It was also this year that Fetion was born.

This is a variety of communication methods such as GPRS, SMS, and voice, which supports real -time voice communication, quasi -real -time text communication, and quasi -real -time small data amount communication services. But at this time, the author did not interact with Fetion.

In 2008, the author entered the inconspicuous university around Wuhan to start a new academic process. This year, I first encountered Fetion. The communication and notification from the university counselor was sent through Fetion.

After a short period of time, the background of the era of Fetion was mentioned.

In the era of Nokia's absolute rule of mobile phone industry, 2G mobile phones are very expensive. The 5 yuan 30M package is almost luxurious, and there are not many mobile Internet application scenarios in the 2G era. It was directly dismissed. Therefore, at that time, the consumer social traffic letter was just needed to rely on SMS. I vaguely remembered that the SMS cost was 0.1 yuan/piece. Generally, the operator's SMS service package was purchased.

The emergence of Fetion is just right to resolve the above contradictions -using a very small traffic can send text messages to the mobile phone of China Mobile users. The sender only consumes very small traffic and does not deduct the SMS service fee. In addition, in addition to free SMS, users can also enjoy communication services such as SMS reception, multi -person voice chat, and other communication services. This kind of communication service won the hearts of the people.

With this Peeton earning enough users, at the same time, a large number of users were harvested, and a real -time communication service giant was born.

Rise: Take off in place, Gao Gao Steak Metal advances

China Mobile was the largest mobile phone and communication service provider in the country at that time. China Mobile has a large number of user groups.

Data show that in 2007 Fetion was officially born, China Mobile grew 68.107 million users throughout the year, and the total number of users reached 369 million. At that time, China Telecom and China Netcom lost 6.82 million fixed telephone users throughout the year. China Mobile sang all the way, and the total number of users in the following year exceeded 457 million.

With its own huge consumer volume and Fetion's accurate grasp of Consumer's pain points, China Mobile quickly accumulated a large number of initial loyal users once after its launch, and gradually ushered in its own growth period.

According to the research data of the "China University Student Research Report 2008" research data, 67.4%of college students have used mobile phone instant messaging tools within three months. From the perspective of market share, the coverage rate of "mobile QQ" and "mobile Fetion" is much higher than other mobile client software, with 49.2%and 31.7%of users, respectively. And "Mobile Fetion".

In another data report in 2008, the Chinese Instant Communication Market, Microsoft MSN slipped to third with a market share of 4.1%. The second place was replaced by mobile Fetion, second only to Tencent QQ.

By 2010, the "3Q war" broke out between 360 and Tencent. This war caused many netizens to resist QQ, from QQ to Fetion, MSN, etc. In the absolute high time in the process, the number of user registration exceeded 500 million, and MAU (monthly active users) reached 100 million.

During the rapid rise of Fetion, China Mobile and Fetion achieved dual growth of user volume. They flew on the ground at the time of birth and sang all the way.

Turn: Internal conflict and external strategy misjudge

Although the author was just a high school student at that time, it was not a world affairs, but it was undeniable that 2007 was definitely the beginning of the "fairy fight" of the "fairy fight" in the next ten years of the technology circle. No one expected that many of the achievements in the science and technology circle this year have profoundly affected the next ten years in many industries.

This year, the phenomenon -level instant messaging service software was born. This year, Jobs released the iPhone. Google launched the Android system. Lei Jun also served as the vice chairman in Jinshan Software. Xiaomi was not born. Come, the era of the mobile Internet also kicked off, followed by the seeds of the industry's change silently.

Under the wave of the rushing era, every choice and every step that Gao Gao's Feetun made the fierce Fetion will bring subtle changes to its development.

During the peak of Fetion in 2010, Lei Jun established Xiaomi Company in Beijing. Zhang Xiaolong was responsible for Tencent's new project -WeChat. Facing the Fetion of up to 500 million registered users, I never thought about how to operate such a huge user resources.

Fetion's free SMS business conflict with China Mobile's annual income of 3 billion yuan. On the one hand, Fetion business has developed rapidly. How to achieve its development balance with SMS business? On the other hand, how can Fetion with 500 million registered users strategically realized revenue? The internal conflict of Fetion product strategy is not resolved, and the situation is embarrassing. It is precisely this embarrassing situation. Fetion ushered in the fate of fate.

In addition to internal conflicts, China Mobile's misjudgment of Fetion's external development has also made it miss the best development node.

Except for the internal contradictions of product strategic positioning, China Mobile has not adopted the development of the industry in a timely manner and the changes in consumer demand. The misjudgment of Fetion's external development route has long been limited to the competition with China Unicom and China Telecom.

In 2010, China Unicom and China Telecom users can register and use Fetion. This is the three networks in the history of Fetion product development.

The three -net interoperability is also one of the main highlights of Xiaomi's subsequent products. It is a selling point of a product with Internet thinking. It has almost become the standard for subsequent smartphones.

Obviously, China Mobile is a lack of this Internet thinking as operators. Fetion is limited to mobile users, restricting interoperability with telecommunications and Unicom users. Directly leads to the weak growth of Fetion users and cannot continue to break through the bottleneck.

When Fetion returns to God to realize the three -network interoperability, development opportunities have been missed.

In the post -knowledge of China Mobile, Fetion stood at the turning point of fate. Later, Lei Jun promoted the popularization of the mobile Internet with a very cost -effective Xiaomi mobile phone, and Zhang Xiaolong's WeChat embarked on the wave of popularization of the mobile Internet. With a diversified and flexible communication interaction, he later lived up, and the limelight gradually covered Fetion. , Mi Liao, Yixin, QQ, etc.

Set: Complete the mission of the times, nothing to do with right or wrong

After graduation, I have not used Fetion. It has been marginalized over the years. It is similar to the state of "dead end". China Mobile has also tried to rescue the strategic development direction of Fetion. In 2018, China Mobile launched a communication and communication upgrade service for team communication and application software for corporate mobile office -He Fetion, helplessness has gone, coupled with the Internet giants such as Ali, Tencent, byte beating in the mobile office of enterprises. The mobile officer stopped providing Fetion services, and silently withdrew was the best destination for Fetion.

When it comes to China Mobile without Internet thinking, and not good at operating users, it is not too unable to stand. In the final analysis, China Mobile is just a telecommunications operator, not an Internet company.

Fetion completed its mission of the era. It undertakes the communication social demands of most domestic users in the 2G era. However, when the communication social era changes, its changes are not as good as the change of the times, which is nothing more than right or wrong.

Text 丨 Li Minmin 丨 Uncle 丨 Technology Fever Friends 丨 Puppet Designer

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