Why is "unlimited package" short lived? After a certain amount of speed is criticized.


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Why is "unlimited package" short lived? After a certain amount of speed is criticized.

Source: China Economic Weekly

"China Economic Weekly" reporter Cao Xu Beijing Report

Under the double pressure of government supervision and user complaints, the popular "unlimited package" has been called off by the three major operators. It was more than a year away from its birth, and replaced by a new name such as "enjoy the package".

In the era of traffic management, is there really no limit to the "unlimited" value that operators expect?

Controversial "unlimited": "unlimited" but "speed limit"; violation of advertising law.

In recent years, with the increasing saturation of 4G users, as well as the intensifying price war, in order to maintain the stock of customers and obtain incremental customers, operators have focused on the "unlimited package".

On Feb. 24, 2017, China Unicom took the lead in releasing a new set of unlimited meals in China, called "Ice Cream Package". The package includes 398 yuan and 198 yuan, 398 yuan is the unlimited voice and unlimited flow package, 198 yuan contains 1500 minutes of domestic voice per month and 15GB of 4G national traffic. In fact, the two packages are limited, 398 yuan per month before 40G is 4G, 198 yuan before 15G is 4G, exceeding parts are reduced to 3G network speed, a total of 100G is turned off the Internet function.

China Mobile and China Telecom followed by the introduction of unlimited packages. Mobile's "Free Meal" is divided into 188 yuan and 288 yuan, respectively, providing 12G and 20G traffic, 1 Mbps (actual download speed 128kb/s), 50G top; Telecom's "Sky Wing unlimited package" is 199 yuan per month, including 40G of 4G traffic, after exceeding the speed limit to 3G, 100G top.

Han Lin, a telecommunications expert, told China Economic Weekly that different operators have different "unlimited flow speed limits" for their packages, which are designed to restrict individual users'over-occupation of base station resources.

"China Economic Weekly" reporter noted that these "speed limits" in the operator's publicity and promotion actually have remarks, but placed in a less prominent position, plus the font is too small, many times ignored by users. Operators advocate "unlimited" package focused on "unlimited flow", did not mention the "speed limit" problem.

In this context, the word game style "unlimited package" is easy to cause controversy. Some netizens complained that they handled an unlimited package of 13G traffic, but because the overall use of traffic exceeded the standard and disconnected, "unlimited" name is not true.

In Beijing, in the second quarter of this year alone, the Beijing Communications Administration accepted 521 hot issues on service quality, and the controversy over the limitation of network speed for unlimited packages is on the rise. In this regard, the board has standardized the basic telecom operators' telecom tariff marketing behavior.

A number of Beijing mobile users interviewed also told China Economic Weekly that they had received customer service calls from China Mobile this year to promote an "unlimited package" free of charge for the first three months. "Three months after the expiry, I forgot about it, and Mobility didn't shut me down, so it started deducting fees in the fourth month." Beijing mobile user Wang recalled.

In fact, it's not just ordinary users who are dissatisfied with this behavior, regulators have warned many times about unlimited packages. On June 7, the Ministry of Industry and Information Technology (MIIT) put forward a clear requirement on the hidden restriction clauses of unlimited package for basic telecom enterprises: the three major operators should immediately carry out self-examination work, standardize the propaganda of unlimited package, not to exaggerate, and make the restrictive clauses conspicuous. For the restrictive conditions and validity period of the tariff scheme, we should fulfill the reminder obligation, and should not exaggerate or confuse the preferential margin unilaterally to ensure that the users understand clearly the consumption.

On August 2, the China Consumer Association said that the Hunan Provincial Administration for Industry and Commerce found that "unlimited flow" advertising violated the provisions of Articles 4 and 28 of the Advertising Law, causing serious consumer misleading and ordered to stop. This is the first public announcement in China about the "unlimited flow" package. The reason is that Hunan users complained that they saw "unlimited traffic" propaganda at high frequency, but when dealing with business, Hunan Mobile, Hunan Unicom and Hunan Telecom and other three operators have violated advertising commitments, and increased the "deceleration" or "stop the use of traffic" restrictions.

Operators rectification: "change soup without changing dressing"?

Under heavy pressure, the three operators have made collective rectification accordingly. After the renamed, the "unlimited package" began to show people in such a name as "enjoy the package".

On October 12, a reporter from China Economic Weekly learned from a Chinese telecommunications business hall in Xicheng District of Beijing that the original price of an unlimited set meal of 129 yuan per month has been changed to "enjoy the meal" and the price is almost cut back. At present, the promotional price is only 69 yuan per month for the first year. A staff member of the telecommunication business hall told reporters, "enjoy the package or use 20G to slow down."

China Mobile also renamed related packages. On October 13, the reporter of China Economic Weekly logged on to Beijing Mobile APP with his mobile phone. The name of the "unlimited package" ordered before has been changed to "enjoy unlimited traffic module". The APP in the "enjoy the national flow with ease" in the promotional page marked "domestic flow exceeded the 20GB speed limit.

In addition, the "China Economic Weekly" reporter recently visited a number of Beijing Unicom business halls found that the posters on the unlimited package have been removed, and the updates are also similar to the "enjoy" word of the new package.

The above is not only in China. In recent years, the global mainstream telecom market has experienced the upgrading from 3G to 4G network, and the demand for data traffic has risen rapidly. Operators in the United States, Germany and India have introduced "unlimited packages," but the result is that the network can not afford to stop, so users have speed limits.

This year, AT& T, the U.

No matter how the package changes, "high speed and low price" is still the main demand of mobile phone users in the mobile Internet era, in this sense, we must see the domestic operators in improving customer satisfaction efforts. Data released by the Ministry of Industry and Information Technology shows that over the past three years, unit prices of broadband users in China have dropped by 90% and mobile subscribers by 83.5% through measures such as "no increase in speed, no increase in price", "no clear zero flow", cancellation of long-distance voice calls and roaming fees. According to the "China Broadband Development White Paper" issued by the China Institute of Information and Communication, operators have cut their fees and yielded more than 130 billion yuan in the past three years.

Netizens are also beginning to have more choices. A Beijing office worker, Mr. Gao, told China Economic Weekly that he suspended the annual broadband package business at home after the dramatic increase in the flow of package meals. "Computers in the home are used less, mainly mobile phones, 4G Internet access is very fast, and occasionally when using computers, you can turn on the hotspot of mobile phones, even if you calculate economic accounts or so." It's a good deal. "

For some business people with specific needs, the Internet package and daily rental card package currently launched by major operators may be more appropriate than the "unlimited" package.

In Han Lin's view, the "unlimited package" problem reflects the contradiction between the user's demand for speed-up and fee-reduction and the operator's revenue growth. The abolition of the name "unlimited package" is a good try for operators to reflect and correct themselves. Whether the operators can really design a suite of products for mobile phone users, but also through the market and time test.


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