2 Feixin died in 2022： A good hand of China Mobile was beaten ,5 Million users “ Corpse ”

source ： Times Finance APP（ID：tf-app） author ： Wang Ting edit ： Shi Chengchao

recently , China Mobile announced since 9 month 30 The date of , Operation 15 year 、 Registered users reach 5 Billion and Feixin business stopped serving . By 7 month 26 Japan , The official website of China Mobile has been taken off the shelves and the product introduction of Feixin ,“ And Feixin ” Official account empties all articles , The external platform app Bao has also been taken off the shelves and Feixin App.

And Feixin changed its name from Feixin ,2007 The year was born , Now leave “ retire ” Two months to go , The existing traces are quickly erased , Everyone sighs . Chen Zi, a white-collar worker in Beijing, remembered her college days ：“ Long distance love used to send thousands of text messages every month , Feixin saved me a lot of phone bills .”

China Mobile insiders told time finance , And the number of registered users of Feixin has reached 5 Billion , Because the new mobile phone card will be activated by default and Feixin function , Few people actually use it .

Feixin is the product of dividends in the early era of mobile Internet , But also because of the shackles of the group, the greater dividends will be handed over to wechat . Compared with making individual popular products bigger ,“ Reach out and come ” The traffic cost of is obviously more attractive to China Mobile .

in fact , The public need not regret for Feixin . As the ambassador of early traffic promotion, Feixin , I have already finished my mission .2021 year , China mobile wireless Internet business income 3929 One hundred million yuan , yes 2010 Year of 12 Times more than , It can be said to make a fortune in silence . Wechat, which robbed Feixin cake in those days , Still trying to commercialize again and again , Looking for a better cash flow model .

01

“ Restrict friends everywhere , This kind of software doesn't last long ”

The operator of Feixin is China Mobile Internet Co., Ltd., a subsidiary of China Mobile （ Hereinafter referred to as China Mobile Internet ）.7 month 26 Japan , Time finance entered the official microblog of the latter , Scanning and Feixin QR code , What pops up is business adjustment 、 Announcement that the service will be stopped .

As one of the earliest users of Feixin , Dai Shan believes that its withdrawal from the market is inevitable . When Feixin goes online , He is opening a mobile phone shop , The store also has “ China Mobile ” Brand , He is sensitive to new products in the industry , So I downloaded Feixin early .

“ first , Nokia Symbian platform 、 Motorola Java The mobile phone of the platform can download Feixin client , Other brands of mobile phones are not good , Need to operate on the computer .” Dai Shan plays Feixin on Nokia , Added more than 200 friends , Send SMS directly with Feixin .

The biggest selling point of Feixin is that it can send mobile messages to friends for free , It's good news for people who send a lot of text messages everyday , This really helped Chen Zi . Besides talking about long-distance love, you need to send text messages , As a monitor, she , When the school has a notice, it will send messages to the students by flying letters .

For Chen Zi , Feixin can send text messages QQ. at that time , Smartphones are not yet popular , The function machine she uses cannot check and reply to messages in time .

2011 Beginning of the year , Tencent launched wechat , Dai Shan abandoned Feixin , Because you can add friends at will with wechat , Only mobile users can use Feixin , Unable to contact Unicom 、 Telecom users .

“ telecom 、 Unicom can't use , I didn't think this software would last long , Restrict friends everywhere , Later, users from other operators were allowed to register , But wechat already exists in the market .” He said .

Disclosure of information ,2012 year 5 month , Feixin releases a new version , Allow Unicom 、 Telecom user registration , But it is still different from mobile users , You must be online to receive messages sent by others with Feixin , And if the mobile user is the recipient , You don't need to register Feixin .

With the popularity of smartphones and wechat , Texting is no longer just needed , Mobile users don't need Feixin anymore , Dai Shan roast said ：“ What's the use of SMS except receiving verification code now ？”

2011 year , The revenue of China Mobile's short MMS business is 465 One hundred million yuan , To 2021 The year fell to 311 One hundred million yuan . this 10 Year , The total operating income of the company is from 5280 Billion yuan to 8483 One hundred million yuan .

02

The annual revenue in peak period is only 6.4 One hundred million yuan , Not valued by mobile

Four years before the establishment of Feixin, it was brilliant , Once there was explosive growth , Later, it was revised many times , After all, it failed to change the fate of decline .

Picture source ： China Mobile official account

Results show that , By 2007 end of the year 、2008 end of the year 、2009 end of the year , The active users of feixinyue are 1281 ten thousand 、3724 ten thousand 、6256 ten thousand , To 2010 End of year 7842 ten thousand .

Combing and finding of times Finance ,2011 Year begins , The financial report of China Mobile will no longer mention the performance data of Feixin , It's just a stroke , The company 2016 In, he told the development history of Feixin on official account , Call the latter 2012 The number of active users is nearly 100 million , This is also the peak of the scale of Feixin users once announced in the public information of China Mobile .

in fact ,2011 year , Feixin went downhill . That year , WeChat Online , The operation right of Feixin was transferred from Zhuowang group controlled by China Mobile to Guangdong Mobile ,2014 In, a cloud chat version very similar to wechat appeared .

Compared with the old version , Feixin cloud chat version adds free voice messaging and video chat services ,“ Side ” Functions and wechat “ Find out ” be similar , There are also public platform functions . Tencent Financial report shows ,2014 year , WeChat and WeChat The consolidated monthly active accounts have reached 5 Billion , Reach the same user size , Feixin and 8 Year time .

2016 year , Feixin was renamed “ And Feixin ”, The operator becomes China Mobile Internet , Start with B Focus on end users .2016 year 、2017 year , China Mobile Internet has successively launched and Feixin office version 、 Government Enterprise Edition , The selling point is communication function , For example, SMS informs the agent of the schedule 、 Multimedia SMS notification management .

But to 2020 year , The official Weibo of China Mobile Internet stopped updating the relevant content of Feixin , Continue to promote and Caiyun online disk 、139 Functions of mailbox and other products in office .

In the internal competition , Feixin was also defeated .2016 year , China Mobile Government and enterprise customer branch has developed office software cloud enterprise letter , More features , For example, conference assistants 、 Payroll 、 Love sports , Now it's called “ Mobile office ”.

The aforementioned and Feixin business adjustment announcement shows , If users have office and communication needs , You can download China Mobile “ Mobile office ” product .

in fact , Feixin has only received short-term attention from China Mobile . Results show that , China Mobile predicts that mobile phones will become more and more important to people's lives , We have developed a series of mobile applications , Including mobile newspaper 、 Mobile payment 、 Mobile video .

2010 year , Due to the rapid growth of user scale , China Mobile will fly letter 、 Mobile payment 、 Mobile games and other businesses are included in the cover story of the annual report , It also mentioned that Feixin generated income in that year 6.42 One hundred million yuan . This is the highlight moment of Feixin , It is also the only time that China Mobile has stated the specific revenue of Feixin business in its annual report .

but 6.42 A hundred million dollars in revenue , For China Mobile, it's not even a fraction , At the same time, the blowout growth of flow business is more remarkable .

2010 year , The data traffic business of China Mobile has reached 1031 Billion MB, Year-on-year growth exceeds 110%, Revenues 305 One hundred million yuan , Year-on-year growth 49.4％, After this , Traffic revenue gradually exceeds voice revenue , Become the company's largest source of revenue , It has also become the most emphasized part of the annual report .

To 2015 year ,“ Fetion ” Two words have disappeared in the annual report of China Mobile , Summarized in application and content business . And in these applications , The development of mobile video, namely Migu video, is more promising .

2021 Annual financial report , China Mobile Migu video's monthly active customers increased year-on-year 45%, The scale of video RBT ordering customers has broken through 2.4 Million households , The annual application and information service revenue reached 1370 One hundred million yuan , Year-on-year increase 35.6%.

China Mobile's performance is also impressive , Revenue in the first quarter of this year 2273 One hundred million yuan , Return to mother net profit 256 One hundred million yuan , Year-on-year growth 14.6%、6.5%,2021 The annual net profit attributable to the parent company is as high as 1159 One hundred million yuan .

however , With the ebb tide of domestic flow dividends , China Mobile's related businesses have almost stopped growing in recent years .2019 year 、2020 year 、2021 The revenue of wireless Internet business increased year on year 0.4%、0.2%、1.9%, The development speed is not as fast as wired broadband 、 Application and information service business , The era of lying down to make money is gone .

（ Chen Zi 、 Dai Shan is an alias ）