China Mobile bets 84 million yuan to help Feixin return, commercial next month

China Mobile's Fetion service is making a comeback, and many are wondering if it will regain its former popularity. In the early days, when QQ wasn't as dominant and mobile internet was still in its infancy, Fetion stood out with its unique feature of bridging SMS and messaging apps, allowing users to send free messages from their PCs to mobile phones. This innovation helped it gain a large user base quickly. However, due to some missteps and shifting market trends, Fetion eventually faded from the spotlight. At the China Mobile Global Partner Conference, the company officially announced the launch of "HeFetion" next month, marking a new phase for the brand. This time, the focus isn't on consumer messaging but on providing communication, information, and technical solutions for enterprises and institutions. The platform aims to help businesses build internal workstations, enterprise app stores, and organizational platforms, offering features like attendance tracking, OA systems, audit management, and public opinion monitoring. Since June 2016, China Mobile had stopped the SMS-to-flight service and rebranded Fetion as "HeFetion." The latest move signals a strategic shift from a consumer-focused instant messaging app to a comprehensive enterprise service platform. While Fetion was once a household name, it failed to evolve alongside the rapid development of mobile internet, leading to its decline. Now, after investing 83.9 million yuan into the new version of HeFetion, the question remains: can this be a successful comeback? With the growing demand for enterprise solutions and digital transformation, this could be a smart move. Whether it will win back users or carve out a new niche in the business world remains to be seen.

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