The hottest Unicom hit at will, causing operators

2022-08-18
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Unicom's "free play" has caused operators to encounter collective difficulties

the "free play" business launched by Zhejiang Unicom in March has caused a series of chain reactions. In addition to the follow-up of Unicom in Guangxi, Hunan, Hubei and other places, China Mobile has also begun to launch defensive measures

"we won't follow in and fight at will." On May 3, a person from Zhejiang Mobile told. However, it is understood that Zhejiang Mobile has made targeted measures to expand the number of "relatives", TD traffic concessions, recharge gifts and other means to retain users

and Unicom shows no sign of stopping. Although the Zhejiang Communications Administration Bureau has asked Zhejiang Unicom to stop developing the free play business, and it is reported that the Ministry of industry and information technology has also issued a stop notice to China Unicom Group, the free play business of China Unicom in Zhejiang and other places was still handled as usual during the May Day holiday

Yu Yingtao of Zhejiang Unicom told China Unicom that he could not make more comments on whether China Unicom would stop "playing at will" under pressure. "Zhejiang Unicom will handle this matter under the unified requirements of the group company."

according to the financial data of the first quarter of 2012 just released by China Unicom, China Unicom achieved a year-on-year growth of 24.8% at the beginning of this year, higher than 15.7% of Chinatelecom and 7.8% of China Mobile. The growth of China Unicom is mainly driven by 3G services

however, Unicom's 2G business revenue fell by 5%. This may explain one of the reasons why China Unicom launched 2G random business in Zhejiang and other places, that is, to attract users to slow down the decline

however, Fu Liang, a telecom analyst, believes that it is of little significance for Unicom to play 2G at will if it is only to compete with its rivals' voice business. Because this part of business income continues to decline in the long run. In his view, the next step to be observed is how Unicom converts some of these casual users into 3G users

free play dispute

on March 20, Zhejiang Unicom took the lead in launching the "free play" overlay package product. All 2G users only need to pay a monthly fee of 3 yuan, and all local calls to Zhejiang Unicom are free (including mobile and fixed phones)

as soon as this measure was introduced, it immediately aroused the vigilance of the relevant regulatory departments. On March 31, Zhejiang Communications Administration Bureau sent a letter to Zhejiang Unicom, asking Zhejiang Unicom to stop random publicity and marketing activities. The reason for the suspension is that it is suspected of violating the principle of "internal and external differential pricing"

it is reported that this principle began with the notice on internal and external differential pricing of communications jointly issued by the national development and Reform Commission and the Ministry of information industry in December 2004. It stipulates that the relevant administrative departments are required to suspend the acceptance of tariff schemes involving internal and external differential pricing of local fixed lines and mobile phones

however, the suspension of the local communications administration bureau did not work, and then Unicom branches in Guangxi, Hunan, Hubei and other places began to quickly follow up the practice of Zhejiang, and also launched their own "hit at will" business

it is understood that the Ministry of industry and information technology has also issued a notice to Unicom Group, requiring some of its subordinate provincial companies to stop developing "free play" business. But Unicom still hasn't stopped developing this business. And a Unicom source pointed out that the ubiquitous V business of China Mobile also belongs to the same nature. If it is stopped, it must be stopped together

in fact, there have been many debates in the industry before about whether Unicom's random business is illegal. Aside from these disputes, in the general trend of the rise of 3G and data services and the decline of 2G and voice services, the price of 40d products is about 48000 (4) 9000 yuan per ton. Why does Unicom not hesitate to violate the red line of the policy

in the view of a former Shanghai Unicom person who has experienced many price wars, this time is different from the previous two-way to one-way charging, preferential packages and other changes. "For Unicom in these places, no matter what the final result is, it will not have any loss."

the price competition initiated by Unicom before basically ended in failure after China Mobile followed up. The aforementioned person said that this time the situation is very different. In fact, the provinces that Unicom opened at will are all provinces with relatively backward shares. For example, Zhejiang has less than 10% share

"the proportion of internal calls of Unicom 2G is already low," the above-mentioned person pointed out that the latest quarterly report of Unicom showed that the ARPU of its GSM users was 34.9 yuan, "the maximum loss of internal revenue was 10% to 15%, and the monthly fee of 3 yuan was almost the same." Of course, this is only the initial estimate, not the actual data of Zhejiang Unicom. In fact, as long as users win over, the costs of inter call and first-class can bring revenue to Unicom

another important reason is that whether the business is finally stopped or not, Unicom is not defeated. If you don't stop, you can naturally win many users. "Even if you stop, Unicom has successfully received attention, making people pay attention to the strong position of mobile V in 2G voice."

a former Unicom source told that at present, Unicom still has an advantage that it did not have before the price war. "Unicom's 3G and 2G have formed relatively separate brands." China Unicom 3G has basically formed the image of high-end positioning due to its advantage in WCDMA network. The move of 2G may help China Unicom open up the market in 2017 and 2018 without worrying about affecting 3G

operator dilemma

after Unicom in many places followed up the "random fight", China Mobile also began to brew "counterattack" measures. It is understood that since Zhejiang Unicom started its business at will, the user scale has indeed increased significantly. Therefore, Zhejiang Mobile also began to make targeted measures to expand the number of "relatives", TD traffic concessions, recharge gifts and other means to retain users

such a price war is naturally welcomed by consumers. However, in the eyes of some people in the industry, it is inevitable to sigh that "in the 3G era, operators are still fighting for the price of voice services"

the price reduction of voice is inevitable. The classification and testing method of airborne sound insulation performance of building doors gb/t 16730 (1) 997 has been the consensus of everyone. But in Fu Liang's view, the test for operators only really begins after the price reduction, that is, how to make up for these lost revenues through data value-added services

throughout the world, operators in India and Europe are facing difficulties. Operators in Japan and South Korea are relatively rich in 3G services. In fact, under the competitive pressure of apple, Google, etc., operators are encountering collective difficulties, and their profits are gradually diluted by mobile Internet competitors

the former Unicom personage pointed out that if Unicom just launched free play to combat mobile, it would not make much sense. "In addition to the price war, operators should come up with something to create value. While reducing prices, more businesses should be added to the new market, so as not to be marginalized."

Fu Liang believes that the purpose of China Unicom to launch random calls is to expand the scale of users. However, in the long-term view of adding water while adding materials during operation, it is to switch users to 3G. "Last year, China Unicom put almost all its resources on 3G and relaxed in 2G and broadband fixed line." Fu Liang said that what Unicom hopes to build now is full collaborative development

Fu Liang believes that 3G has gone through the stage of developing terminals and traffic after several years of development. "The main trend this year is to continue to explore the low end and strengthen the value-added service revenue except voice and traffic." 21st Century Business Herald

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