Recently, the mobile phone package has undergone new changes. Many users said that the preferential package is only for new users, while the old users have no right to change the package. This made all the old users start to be indignant. An interview with reporters revealed that the three major operators are all the same in the face of this matter, the package can not be modified, the media said that the three major operators were interviewed.
In order to develop new users, the three major operators have given a lot of resources to lean, and often introduce some new packages or preferential policies, but these offers are only for new users, and old users will no longer enjoy the benefits brought by the package changes.
More and more extreme voices, such as "operator pits old users only love new users," point to operators.
Old users can't choose a discount package for new users, which has always been a very controversial issue between users and operators.
Recently, it was reported that the Ministry of Industry and Information Technology had recently talked about the three major operators in China on the issue that the package could not be changed, and asked the families to come up with a plan for collective rectification.
According to media reports, the news came from the Policy and Regulation Department of the Jiangsu Provincial Communications Administration. A user received a return call from the department after the complaint, which revealed the news of the Ministry of Industry and Information Technology.
However, according to the feedback received by the reporters from the three major operators, it is unclear about the interview or that there is no interview.
In order to develop new users, the three major operators have given a lot of resources to lean, and often introduce some new packages or preferential policies, but these offers are only for new users, and old users will no longer enjoy the benefits brought by the package changes.
More and more extreme voices, such as "operator pits old users only love new users," point to operators.
Ma Jihua, a telecom analyst, believes that there are two reasons for this kind of voice. On the one hand, the old user's mobile phone is bundled with too many Internet applications. If the number change is very inconvenient, on the other hand, the old users think that the existing tariff standards and preferential packages. Compared to the gap, all the spearheads point to the operator.
Ma Jihua pointed out that from the perspective of operators, KPIs decided to operate their ideas. In order to meet the assessment criteria and increase the growth of new users, operators are also helpless. The newly launched package business is only open to new users, which is essentially based on the two purposes of the company's new and improved profit margins.
According to statistics, the number of 4G mobile phone users in China has reached 885 million. According to the data released by the Ministry of Industry and Information in the first half of this year, the total number of mobile phone users in China has exceeded 1.36 billion, and the number of mobile Internet users has exceeded 1.1 billion. Already reached 1 person. For operators, they have to face the reality that the user market has almost been exhausted. As the demographic dividend subsides, how to dig new users from competitors is becoming more and more The focus of most operators.
Some analysts believe that "the operator is very determined, once you have to change the mobile phone number, you will pay a huge sunk cost, this cost is unacceptable to many people, so operators only need to cost-effective new package Used to compete for users of their competitors."
Old users who are stuck should also have the right to choose packages.From the actual situation, the old users are indeed the bottom of the operator's user system. If you want to choose a new package, you can only create a new card.
Some analysts pointed out that the reason why the three major operators dare to "like the new and tired of the old" is because for most people, once they develop into old users, it means losing their resistance. “A person grows with age, and with the accumulation of social resources, it is no longer easy to change the phone number. We can’t make such a heavy decision for the tens of dollars per month. Today, not only our bank card The securities account should reserve the mobile phone number. Alipay, WeChat payment, Jingdong, Taobao, etc. need to bind the mobile phone number. Generally speaking, as long as the account is opened, it means that the mobile phone number is handed over. The longer the mobile phone number is used, the mobile phone number is tied. The more you decide to die."
Some operators have said in exchanges with reporters, "Is there a problem with the discount package only open to new users? Is Tmall and JD is not always the first free? Should everyone be free?"
In this regard, telecommunications expert Fu Liang told reporters, "This is to confuse the concept of the first single customer cost and package. The first order can be added to the discount, can send the call to send traffic to send gifts or even free, but can not limit the user's package selection right."
Communication observer Xiang Ligang also said that from the perspective of service, users should be given more choices, and old users should have the right to choose. It is unreasonable for old users not to apply for new packages.
Fu Liang believes that for the maintenance of old users, the three major operators can do more in place, the same preferential package, so that old users can also handle, but in comparison, new users have more subsidy benefits, such as Return the call fee in a few months and so on. Indeed, the policies exclusive to new users are reflected in all walks of life, wealth management products, credit card, business offers. For operators, it is the most important thing for the next development to achieve new goals through new products and to protect the rights and interests of old users.
According to Fu Liang, some local operators will also help users to establish a “green channel†and quietly help users to apply for preferential packages.
Experts say that the older the user is, the more valuable it is. It is recommended to separate the guest fee from the package fee.For more and more in-use packages, Fu Liang believes that operators will have to “unpack†sooner or later, because these “sets†are not only users but also themselves. The most critical step in the “solution†is to separate the customer promotion fee from the package fee. Once separated, operators are not afraid of users switching packages.
Fu Liang pointed out that for most Internet companies, when designing the business model, most of them will consider the cost of obtaining customers. In many areas, the cost of obtaining customers has already exceeded 100 yuan/person, and part of it is to bring customers. The channel, but more is a subsidy to the user. For example, the first one mentioned above is free, and the registration fee for Didi, Moby, and Meituan is 30% off or the coupon for the first order of a merchant. These are actually the cost of getting customers. This is what companies believe needs to be paid in order to acquire new customers.
However, the price list of the Internet company must be separated from the actual cost. The cost of acquisition is usually a one-time reduction provided when the service is first offered or when the service was provided a few times ago. In addition, the price is the same for both new and old users. How much is the old user, and the new user is also. New users have a promotion that works equally well for older users. In other words, for all users, the double 11 promotion, the policy is the same.
Internet companies are so designed to separate the cost from the actual cost, which helps to reduce the user's classification, simplify the amount of tariffs, and there is no imbalance between different users. In the package of China Unicom and Internet companies, this is also reflected in the package, the package can be continuously adjusted, regardless of new users, old users, as long as the qualified users are beneficiaries. The system is only able to maintain a small number of packages.
"Users must be more and more valuable, operators must understand this truth." Fu Liang said.
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