On June 7th, the relevant departments of the Ministry of Industry and Information Technology organized a meeting to raise the relevant requirements for the propaganda issues such as the “unlimited†package hidden restrictions for basic telecommunications companies:
First, companies are required to raise their awareness. We must conscientiously implement the spirit of the 19th National Congress of the Communist Party of China, adhere to the development thinking of the people as the center, and in the process of providing business services, always proceed from the perspective of user needs, further enhance the sense of service, and effectively enhance the sense of user satisfaction.
The second is to require enterprises to regulate publicity. It is necessary to attach great importance to the problems existing in the current "unlimited" package promotion. The whole industry immediately carries out self-examination work, and effectively regulates the promotion and promotion behavior of such packages. It is not allowed to exaggerate publicity, and the restrictions should be marked.
The third is to ask companies to make a difference. To further standardize business operations, marketing and publicity should be true and accurate, and the price should be clearly priced. The restrictive conditions of the tariff plan and the validity period should be fulfilled by the user. It is not necessary to exaggerate or confuse the preferential margin to ensure the user. Clearly understand consumption.
The fourth is to require enterprises to strengthen services. It is necessary to further deepen the structural reform of the supply side, improve the package design, attach importance to the user experience, explore the tariff model that more closely meets the user's needs, strengthen the tariff publicity, improve the user traffic notification and reminder service, and effectively improve the service level.
At the meeting, the three basic telecommunications companies all said that they would strictly implement the requirements of the meeting, immediately carry out self-examination, standardize the propaganda and business operations, and ensure that users clearly understand consumption.
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Recently, three operators of China Mobile, China Unicom and China Telecom successively released the 2017 annual report. The "Daily Economic News" reporter noted that the revenue and net profit of the three operators have increased, among which 4G traffic tariffs have made great contributions. According to China Mobile’s annual report, the annual revenue of wireless Internet services accounted for more than half of total revenue for the first time.
In addition, the three major operators have launched an unlimited number of packages within 100 yuan: such as China Mobile's "I use" traffic package, in Beijing area price of 98 yuan / month; Unicom's large and small "ice god card" There is an unlimited amount of domestic traffic; telecommunications "big cattle card" 49 yuan / month.
On the impact of the price reduction of traffic packages on the performance of operators, on April 15, telecom industry analyst Fu Liang told reporters that there will definitely be an impact, but from another perspective, the operators have been in a further dividend period in recent years. Moreover, in order to ensure profitability, operators encourage users to use more traffic on the one hand, and on the other hand, the decline in different places is different.
Unlimited but limited speedMany users may have experienced an overwhelming experience of traffic, and have also lamented that the traffic charges are too expensive. After adjustments in recent years, the operator's traffic package tariffs have declined, but the user's usage is also growing rapidly.
According to the "Communication Statistics Bulletin of 2017" released by the Ministry of Industry and Information Technology on February 5, 2018, the average daily access traffic in December 2017 is as high as 2752MB/month/household, which will exceed 3GB of traffic. In 2017, all mobile Internet traffic reached 23.5 billion GB, an increase of 179% over the previous year.
The reporter noted that the current three major operators have launched unlimited quantities of products within the hundred yuan, but the unlimited amount of flow within the package does not mean that there are no restrictions. After reaching a certain amount, the speed limit will be reached.
For example, China Mobile's “I use it†traffic package only needs 98 yuan/month in Beijing. However, its official website information shows that the content of the traffic packet is 20GB for domestic (excluding Hong Kong, Macao and Taiwan) traffic, and the traffic package is included in the domestic (excluding Hong Kong, Macao and Taiwan regions) general traffic of 20GB, and the bonus traffic is valid for 3 months. After the domestic traffic in the package is exhausted, the network will be limited to a maximum of 1 Mbps. At this time, the customer does not charge the Internet, until the time exceeds 100GB, the Internet will be limited to a maximum of 128Kbps, but can still continue to use the Internet without charge. In other words, after the traffic is used up, the speed limit will be implemented.
Fu Liang said, "It is ok to look at some web pages and microblogs at a speed of 1 Mbps, but you still can't do it if you want to watch the video."
The size of the "Ice God Card" launched by China Unicom on March 31 also contains an unlimited amount of domestic traffic. Among them, the small "ice god card" is priced at 99 yuan / month, in addition to the flow is not limited, it also includes domestic calls for 300 minutes / month; and the big "ice god card" is priced at 199 yuan / month, domestic traffic calls are Unlimited. However, for the small "ice god card", the same limited speed conditions, specifically, the total Internet traffic of the month reaches 20GB, the Internet speed will be reduced to 1Mbps.
China Telecom's unlimited package is different from the above two. Its "Da Niu" price is 49 yuan / month, free experience in the first two months, during the experience period, the province's traffic is unlimited, the national traffic is 5 G; Fees will be charged after the expiration of the experience period, and the unlimited traffic will be changed to the national level. For the speed limit, the "big cow card" is specifically that after the mobile phone Internet traffic reaches 10G in the month, the Internet access rate is up to 1Mbps, and the normal rate is restored in the next month.
For the China Mobile 98 yuan / month package traffic can be handled outside of Beijing, "Daily Economic News" reporter called mobile customer service on April 15, said that the package in Chengdu has 88 + 9.9 yuan, However, it is necessary to see if it is a target customer and the conditions can be met. Specifically, it is determined according to the user's online time and normal traffic usage. The reporter's mobile phone tariff conditions can only be upgraded to fly 138 yuan plus 9.9 yuan, in order to handle unlimited provinces.
5G era billing or big differenceWhy do all major operators adopt unlimited traffic but limit speed? Fu Liang believes that "due to the characteristics of mobile networks, if there are unrestricted packages, the price will be high; second, the user experience is not necessarily good, because everyone If you use it casually, it may not (speed). Moreover, various restrictions also make operators make a difference. If the charge is cheap, the speed limit threshold will be low, the charge will be high, and the speed limit threshold will be high. Different grades are formed, and users can choose according to their own usage.
In fact, the province's unlimited flow of packages has long been available. Regarding its change to the national scope, Fu Liang said, “mainly affected by the policy, (requiring network fees) to unify prices across the country, which allows operators to make adjustments.â€
On April 4 this year, Premier Li Keqiang chaired the State Council executive meeting. The meeting pointed out that it is necessary to implement the tasks set out in the "Government Work Report", focus on promoting economic upgrading and expanding consumption, and urge telecom enterprises to increase their efforts to reduce fees. From July 1st, the traffic "roaming" fee will be cancelled to ensure that the traffic tariff will drop by 30% this year. In the above, the household broadband price reduction of 30% and the small and medium-sized enterprise special line price reduction of 10% to 15% will further reduce the international and Hong Kong, Macao and Taiwan region roaming charges.
Nowadays, 5G is also rushing to us, and many cities in China have conducted 5G scale trials. According to the corresponding plan, China is expected to achieve 5G pre-commercial use in some regions in 2019 and large-scale commercial commercialization in 2020.
Fu Liang told the reporter of "Daily Economic News" that the billing in the 5G era is different from that of today's 4G and broadband, because "5G applications will be very rich, including normal mobile Internet access, including video surveillance, smart access control and even Sharing a bicycle smart car lock, all of which may be 5G terminals, operators will have a lot of packages, will not be the same as the current traffic charges, and can not be the same national price as broadband."
[The flow of unlimited package promotion is spit: "unlimited" word big "speed limit" is difficult to find]Since the three major operators launched the unlimited package, the regulation that the traffic rate will be limited after the threshold is reached is not well known, and users have been criticized.
Recently, a number of users have reported to the quality report column complaint platform that they have been slowed down by SMS notifications during the use of unlimited packages. Some "WeChat can't get up for a long time", and some even normal work is affected. Although some packages can restore the normal Internet speed by purchasing a traffic refueling package, users still feel that they have been deceived. The reason is that when the package is processed, the operators focus on “unlimited traffic†and “can be used at willâ€, but rarely mentioned "Speed ​​limit" regulations.
澎湃News () combing found that most of the online business halls of operators around the world to promote the unlimited package, only point to the product details page, you can see the speed limit scheme with gray or small characters.
In addition, in order to promote a variety of unlimited packages, the three major operators often reduce the monthly fee by giving up the phone bill in the early stage of the package use, and focus on the price after the offer, and then the package is “more expensiveâ€.
Analysts pointed out that operators should adjust their promotion strategies to make clear the speed limit.
Also worthy of users' attention is the APP-specific traffic free service launched by operators and Internet companies. The reporter found that these free exclusive traffic actually contains a number of exclusion rules, some of the operations and services on the APP can not be used, can only pay for additional traffic charges.
"Unlimited" can be seen everywhere, "speed limit" regulations to find small notesA user in Haikou, Hainan, said that she purchased the China Mobile 98 yuan family unlimited package. I usually like to play vibrato, Weibo and WeChat, because I have opened a hot spot for friends to use, and I will run out of 20G every month. After the 20G is used up, the network speed has dropped to even WeChat and it is difficult to log in. It is extremely difficult to view the pictures at most. It is normal to consult the customer service and re-purchase the 15 yuan 3G domestic traffic acceleration package.
Another user from Jiangsu said that the China Telecom's 99-yuan unlimited package was also subject to a speed limit after 20G. When the operator sent a text message, he noticed the rule. "I usually watch TV dramas and national K songs. But the problem is that this product can't be called unlimited."
In response to the speed limit problem reflected by netizens, the reporter consulted the websites of China Unicom, China Mobile and China Telecom's online business halls. It was found that most of the front pages of the business halls were promoted to the unlimited packages. The slogans included “unlimited flow†and “unlimitedâ€. The traffic is not stunned, "unlimited sharing", etc., but almost no hints about speed limit can be found.
Click to enter a product page, in most cases, the words "unlimited" can be seen everywhere, and the prompts for slowing down are generally backward, with small words or gray bodies that are not obvious.
For example, in the details page of China Telecom's official website Tianyi National Unlimited Packages, the first thing that catches the eye is the bold slogan - "Lively want to see, traffic is arbitrary." In the tariff table behind the position, only the “unlimited amount†is indicated in the national flow column. The speed limit rules can only be found in the small comment below. According to the commentary, the package of different gears of 99-999 yuan has different speed-down thresholds of 20-80G. After the domestic mobile Internet traffic reaches the corresponding threshold, the Internet speed drops to 1Mbps and resumes the next month.
China Telecom's official website is not limited to the package details page
China Mobile's "I use it" 88 yuan national unlimited package description is more complicated, distributed in different interfaces. The details page shows that the traffic in the package is only 2G, and the 12G domestic traffic is given for 12 months. The external traffic emphasizes that “domestic traffic is not limited.â€
China Mobile's unlimited package product details page
Only by clicking into another tariff standard interface, the last rule of the tariff rules explains that the out-of-set traffic will slow down the Internet. According to the rules, if you apply for a 9 yuan 3G domestic flow refueling package at this time, you can resume the Internet speed.
As for the speed reduction rule after the total usage flow reaches 100G, it can be found in the warm reminder interface - the network speed will drop below 128Kbps.
Speed ​​limit rules for different usages are distributed across two different interfaces
The home page interface of China Unicom's network halls is also difficult to find the relevant speed limit regulations. However, in comparison, click into the unlimited package of big and small ice god cards, you can see a clearer "speed limit description", and use the bold font.
China Unicom's ice cream unlimited package inside the page, the speed limit description is more clear, with bold font logo
For the unlimited package promotion of offline business halls, many users also reflected that the staff at the time of handling all promoted “unlimited†and “arbitrary useâ€, and most of the speed limit regulations will not be mentioned. The SMS reminder received after the successful package is too long, and the speed limit reminder is often overlooked by the user.
Insiders: speed limit is correct, wrong way to promote
In fact, over-restriction of unlimited packages has long been an international practice.
According to the People's Post and Telecommunications report, the consideration of over-limit design is to ensure that most users can use the mobile network fairly and reasonably. In 2007, at that time, Apple's mobile phone was rapidly popular in the United States, and users' mobile Internet demand was greatly stimulated. US telecom operators had opened an unlimited package plan, but without any restrictions, the user experience dropped significantly, and eventually the operator stopped developing without any Limited package.
According to some technical experts, because the total bandwidth of the mobile network shared base station is limited, if many users continue to occupy the mobile network at high speed at the same time, network congestion may occur. According to the "first come first" principle, users who want to go online later will not go to the network and need to wait in line. At the same time, the Internet speed of other users already on the network will also become "turtle speed", and the experience will be worse. Therefore, the current unlimited package on a global scale is a step-by-step design—first to meet the maximum speed promised by most users in the range of usage. After reaching the speed limit, the network speed will drop.
However, despite this, Liu Qicheng, the editor-in-chief of the domestic communications industry and the all-media editor of the communications world, has been unable to agree with the current promotion methods of domestic operators.
"(Operators should) make clear the flow of unlimited speed, it is best to clearly explain what 10 G can do, what can be achieved, instead of simply emphasizing the unlimited amount, weakening the information of the speed limit, using small characters or random You mention one sentence." Liu Qicheng said.
For example, Liu Qicheng said that the Internet access rate in the 2G era can only reach 9.6Kb, and the 3G era can reach 1-2Mb. In today's 4G era, the ideal situation can reach 5-10Mb, and generally can reach 2-4Mb. Therefore, once the limit is reached, the user experience will inevitably become significantly worse, not to mention the fact that the user is expected to be infinitely improved.
China Telecom's official website on the official website of a certain region, it can be seen that the obvious "unlimited" package promotion, with bold fonts to promote "unlimited", but did not mention the "speed limit" and other regulations
Monthly fee "more and more expensive", APP free flow restrictions
In addition to the speed limit regulations, it is difficult to find, and the news has found that some of the unlimited packages offered by operators will provide users with a lot of preferential prices in the early stage, which will make users feel "more and more expensive."
For example, China Mobile has launched an unlimited package with a preferential price of 68 yuan. The original price is 128 yuan. After the new user recharges, the monthly fee is reduced by up to 60 yuan. After 12 months, the price is reduced to 30 yuan. After 24 months, the original price is restored. .
A similar situation exists in a number of unlimited packages launched by China Telecom. Among them, the monthly fee of the pound card is 46 yuan, the monthly fee will be 25 yuan in the first 12 months, the monthly fee will be reduced to 21 yuan, and the original price will be restored after one year.
In contrast, the unlimited packages of China Unicom have not adopted the above-mentioned long-term preferential methods. Its "big and small ice god card" package currently uses the pre-existing 99 yuan to send 100 yuan phone bill, pre-stored 49 yuan to send 50 yuan phone bill, one-time account.
Unlimited packages launched by China Mobile somewhere, there are a lot of phone bills in the first 24 months, then restore the original price
China Telecom's premium card package launched in a certain place, the first 12 months of the gift of more than half a month, return to the original price after one year
Fu Liang, a telecom analyst who has long been concerned about the Internet and communications, believes that the one-off preferential method not only gives new network users preferential treatment, but also avoids the situation that the package is “more expensive and more expensiveâ€. “The best way is to enter the door from the user. At the beginning, we operate a user, allowing users to feel cheaper and more expensive services, rather than attracting users with high-preferential policies, and then let them go."
In addition to the increasingly expensive monthly fees, the news also found that in the free-flow packages of operators and Internet companies, the exclusive traffic is not suitable for all operations.
For example, China Mobile's “Let's See†video traffic package promotion can be used exclusively on multiple video apps such as Mi Wei video and Tencent video, but the scope of use of these targeted traffic is still limited – images and texts in APP The traffic generated by online viewing/downloading/caching, such as video interstitial ads, barrage, third-party advertisements, etc., is not within the scope of exclusive traffic usage, that is, users are required to pay additional traffic charges for this.
Description of the scope of use of mobile-only video traffic in the Mi Mi video app
Tencent Wangka (including Dawang Card, Diwang Card, and Tianwang Card), which was jointly launched by China Unicom and Tencent, has similar regulations, even though it claims that “over 100 applications are free of trafficâ€, “Farewell to Wifi, use it,†The exclusive traffic description at the bottom of the introduction page shows that the webpages, videos and other services provided by third parties on the APP, such as mobile news network, Sogou, Baidu, iQiyi video, Ctrip, Jingdong and other non-Tencent services cannot use exclusive traffic. In addition, the free streaming range of various live broadcast apps is limited to watching live broadcasts and playing videos. The use of live mobile phones, uploaded videos, live text and image loading, and on-demand video are not within the exclusive traffic range.
Unicom and Tencent cooperated to launch the exclusive application of the Dawang card
In this regard, some netizens said that because they did not notice the reminder, after the implementation of an APP-oriented traffic card, the call charge did not decrease, and the above rules were discovered after consultation.
Telecom industry analyst Ma Jihua said in an interview with Zhongxin.com that the promotion of targeted traffic is still relatively vague. It mainly depends on how the APP and the basic manufacturers negotiate, but they will not announce the contract to the users, nor will they have a unified standard for publicity.
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