The interests behind it: an in-depth analysis of the SP rectification.

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The interests behind it: an in-depth analysis of the SP rectification. [Copy link]

In order to cooperate with the Ministry of Information Industry's "Special Activities on Governing and Regulating Mobile Information Service Fees and Charging Behaviors", China Mobile has recently launched a series of strict measures such as "11 Military Rules" and "Secondary Confirmation". Many SPs are very nervous about these rectification measures, but many industry insiders are also skeptical about the ultimate effectiveness of these measures, and their suspicion is not without basis. First



　　, from an economic perspective, operators may not be able to take drastic measures. If you think about it carefully, the relationship between SPs and operators is like the relationship between nightclubs and police. Although nightclubs sometimes make huge profits by doing shameful things, they will not keep all the profits and will always give the police some benefits. Therefore, the police can either suppress the illegal behavior of nightclubs or turn a blind eye to some of their illegal behavior. At present, SPs and operators maintain an 85:15 profit-sharing relationship. When 85% of the profits are not guaranteed, how can there be a 15% sweetness? In addition, as listed companies, operators also have to report their performance to shareholders. Therefore, many industry insiders are indeed a little unsure whether operators can decisively cut off their arms. According to China Mobile, even if it loses profits, it must crack down on the unhealthy trends in the SP industry in order to achieve long-term and healthy development of the industry. However, some people and even many SPs believe that slogans are just slogans after all, and no one can avoid the issue of interests when it comes to implementation.



　　Second, from the perspective of execution. According to the rectification method revealed by China Mobile headquarters to the media, the power to rectify SPs will be delegated to the company headquarters at the provincial and municipal levels. China Mobile headquarters is only responsible for formulating major principles, while the implementation will be flexibly controlled by the provincial companies based on local actual conditions. The fact that power is delegated to provinces and cities and can be flexibly controlled and implemented has shaken the confidence of many industry insiders in the SP rectification action. In this case, it is indeed uncertain to what extent the local telecom operators will implement the so-called policies of the headquarters.



　　However, China Mobile's recent actions have given confidence to those who are concerned about this matter. Recently, China Mobile's data department has imposed penalties on Wanwei, Meisi and Hexun for "going against the wind". The above three SPs were punished for using various improper means to market as business partners of Mobile DreamNet. The three SPs were ordered to shut down all illegal businesses, suspend all new business and marketing cooperation applications on all business platforms, and return double the deducted fees to all users who were forced to subscribe. It is said that Hexun was also forced to shut down all WAP services and abolish its WAP department.



　　Judging from China Mobile's policies and recent practices, China Mobile is serious this time. Now it is not difficult to understand China Mobile's vigorous rectification of SPs. China Mobile's move is to comply with public opinion and under the banner of considering consumers. In fact, consumers will also benefit. Now, as long as the SP practitioners interviewed in the media, although sometimes they dare not reveal their real names, most of them complain about China Mobile or have no choice but to flatter China Mobile's measures to rectify SPs. In fact, the current situation is created by the SPs themselves. In the past, they used all means to grab money, and when they couldn't grab money, they stole money. No one cared about the public outrage, and now they can only swallow this bitter fruit by themselves; secondly, China Mobile also took its own considerations. Because through the DreamNet model, China Mobile only took a small 15% of the head, but took all the blame. Due to the increase in user complaints and frequent exposure of negative publicity, China Mobile has recently been in a very unfavorable situation in the relevant departments. These factors are the biggest motivation for China Mobile to cut off its arm.



　　Dayu once thought that the special rectification activities of SPs were a bit like the industry rectification movement, and there would be no situation where SPs were destroyed. Now it seems that this idea is too conservative. It did not estimate that the intensity of the rectification was so great. I am afraid that some SP practitioners, like Dayu, did not expect it to be so severe, so they dared to commit crimes against the wind. Only when China Mobile wanted to kill the chicken to scare the monkey, they took the initiative to stick their heads out and become a chicken. Although the punishment this time was not for the big names among SPs, the heavy punishment can make all SPs dare not take it lightly.



　　At present, many people in the industry speculate that the real purpose of China Mobile's move is to become the largest SP and take advantage of the special governance activities of the Ministry of Information Industry to suppress potential competitors. Objectively speaking, it is not groundless to think so. China Mobile's recent actions have a bit of this meaning. For example, the "China Wireless Internet Industry Analysis Monthly Report" released by the professional wireless Internet data survey agency Media Network revealed that China Mobile is renovating its WAP gateway. After the renovation, mobile phones using CMWAP access points to access the Internet "can only access Mobile Dream Network". If you want to access free WAP websites other than Mobile Dream Network, "you need to set up another Internet access method" and "the Internet access fee will not be calculated on a monthly basis."



　　In fact, China Mobile and China Unicom did not expect that SMS would bring such great economic benefits. Therefore, they were obviously not prepared when the SMS boom suddenly came, and they watched the SPs anxiously. In the past six months, China Mobile has made frequent moves and extended to both ends of the SP industry chain. Therefore, it can be said with certainty that China Mobile's move, in addition to regulating the SP market, is definitely intended to further strengthen its control over the SP industry chain. Based on this, Dayu has to remind those SPs who are still doing illegal business that this is tantamount to actively running into the muzzle of a gun.