BEIJING Weekly: Moving pain to change the array

China Mobile character Relations Spectrum this newspaper reporter Moffonzy intern Cheng Meng History brings inertia the great change in history, often originates from the small accidental event.　　Moving around is a story that may have affected the company's many years of development. In the past 2000 years, the new mobile survey, which was recently listed, found that users were interested in getting information about the Sydney games via SMS. The company's marketing department in June, the decision to start the "Olympic News" SMS value-added product development, but mobile was not able to establish a national interconnection of the short information gateway.　　According to the company process, from the need to report to the feasibility study, financial revenue forecasts, tendering procurement, business online, at least a year of time. A year!　　The Olympic Games are already over.　　Lu Xiangdong, vice president of China Mobile, who is in charge of the market and data business, has made a "decision to violate the rules", allowing the SP or system integrator with strong technology development capability to bring its own business and SMS gateway to the mobile network.　　The results only took 1 months, "Olympic News" business online opened. The business achieved great success, it greatly stimulated the proliferation of mobile SMS value-added services and development.　　June 2000, the whole network SMS business volume is still less than 50 million, but 2000 sent the total number of text messages more than 1 billion, to 2001 years SMS volume reached 15.9 billion. Mobile from the "Olympic News" tasted the sweetness.　　Since then, mobile in many businesses have followed the idea: open thinking, fully decentralized, leveraging development. 1999, China Telecom restructured, the mobile business will be stripped, set up the Chinese mobile.　　In that year, in addition to network assets, China Telecom almost did not give China Mobile any other assets, China Mobile as a self-made. At the beginning of the break-up, many telecoms workers were reluctant to move, but in a few years they regretted it.　　Telecom's fixed telephone and PHS are in the downhill, and mobile sitting in the communications industry boss position!　　In the 2G era, China Mobile has the best network, 580 million users, there are global Qualcomm, dynamic Zone, Shenzhou line three strong brands. By 2010, the mobile customer size is over 580 million and the market share is up to 70%.　　That year mobile company net profit amounted to 119.6 billion yuan, equivalent to China Telecom last year profit 8 times times, Chinese unicom profit 32 times times.　　2010, China Mobile can earn 328 million yuan a day.　　In order to compete for the commanding heights of the 3G era, mobile also used such a train of thought, with numerous SP cooperation, very much occupy the 3G era of data business market.　　More than 10 years, China Mobile fully developed, and the company's leadership to subordinate fully decentralized market to take a competitive strategy is not unrelated, superior to subordinate support and trust, mobilize the enthusiasm of the provincial branch.　　Expansion brings disorder problems.　　Striving for 10 years to build the world's largest operator, the pride and pleasure of moving up. When power is out of control, success can go to the opposite. It may be a Chinese-style"Success sickness". One characteristic of corruption is that it is often associated with monopolistic profiteering industries. The move to a single large, "lying to earn money", corruption has become shocking. Regulation does not keep up with its development, the absolute monopoly that leads to absolute corruption.　　Therefore, Lixiangdong, Li Hua, Shen Changfu, Lin Donghua and so on, one after another fell on the issue of corruption and bribery. Lin Donghua in Repentance wrote: "In many people's mind, I have power in hand, like a cash cow." Just close and shake my tree, you will get the gold that fell from the tree. The best way to get close to me is to give it to me, I like photography, and they send me high-end photographic equipment and photographic models. Over the years, I was surrounded by the power of rent-seeking people, for their own vested interests, unscrupulous, with money and beauty for artillery shells, and finally shook me this tree. "China's communications industry has become a high corruption, foreign telecoms companies-Lucent, Siemens, UT Starkon and other giant companies, have also fallen here."　　From 2000 to 2003, Lucent invited Chinese telecom operators to visit the United States and assume the cost as bait in order to obtain valuable telecommunications equipment procurement contracts. In the 3G era, Mobile believes that it is facing a more exciting market-data business market, content market. It has boundless potential and unlimited growth.　　But there is only technology, and no real application, it is impossible to form an effective profit model, blind development, the inevitable cause of bubbles. The data business of mobile is developed by the cooperation with a large number of SPS. In the 2010, data Services became one of the most valuable value-added service platforms in China, which created the golden Age of the Chinese sp. Mobile 2010-year operating income of 485.231 billion yuan, of which the data business income of 151.4 billion yuan, accounting for 31.2% of the total income.　　However, in order to 31.2% of the ratio, mobile pay a huge price.　　China Mobile has developed such indicators--KPI index, KPI indicators will be "business turnover, corporate profits, enterprise cost control, staff workload" and many other items into a data package, as a reference to wage bonuses. "KPI indicators for the ' non-voice business ' (data Services) to quantify the provision, such as the" voice business "to achieve a business volume of about 20% of the proportion (varies slightly), if the completion of indicators, wages may be greatly shrunk. "In order to accomplish this target, the most common approach around the world is to use a steady and sustained growth voice service to drive the business," a telecoms expert told the Jinghua Weekly.　　Local companies have launched a variety of packages, the text messages, music boxes, ringtones, and so on with the voice of the bundle. "For example, a 88-dollar package, the data business may be 15 yuan." In fact, this 15-dollar data business can not attract consumers, can not bring about the growth of total business volume. It is actually often moved to take their voice business revenue to subsidize the non voice data business. andThese data services, mobile also take with the SP mode of cooperation, revenue generally 55-divided. A music Box sold is 3 yuan, of which 1.5 yuan to the SP, if 1 million users ordered the music box, SP can be divided into 1.5 million. And a music box, do not need to do what the market promotion, the total cost is afraid as long as one hundred thousand or two hundred thousand Yuan, after the sale has 4.4 million yuan profit. 2009, the mobile music base is 22 billion yuan a year income. "There is a huge rent-seeking space at the same time as huge profits are generated."　　The data business has become the Achilles ' heel of the elephant, which is the main reason why the mobile data business unit has been the hardest hit.　　In recent years, the development of Mobile has embarked on the track of disorder, so the corruption problem is revealed. The change brings the risk of 2010, moving in a variety of speculation and rumors, completed the head of the alternation.　　Prior to 10 years in charge of planning and procurement of deputy general manager Li, from Mr Wang to take over the mobile group general Manager and listed company CEO. The situation facing Li after taking office is unusually complicated. As the group in charge of the leadership of the Division of labor adjustment and in the circumstances should be taken to the "contraction front, cautious and pragmatic" Li New Deal ", brought from the enterprise management, marketing to new business development of a series of ideas and new changes, the group departments are adapting and running-in the new process, the provinces are moving and watching the group's policy trends.　　A time trend reversal, once brilliant base model, once favored by the "attachment" in the mobile cooperative companies and "income sharing" business model, have become sensitive keywords. The market environment is not the same, the telecom market value chain is increasingly complicated. With the growing maturity of the 3G market, telecom operation is moving from a homogeneous market with a single voice service based on the foundation, gradually evolving into a group of small application markets that meet the user's convenience and entertainment.　　In such a large background, mobile if completely abandon the inherent ideas, completely change the mode of cooperation with the SP, mobile 3G business, how to grow next? After 10 years of development, China Mobile has a huge ecosystem and a large number of partners behind it. The vast majority of these partners are not inherently "guilty", but are punished--and there are news that the move is being prepared to adjust the original mode of cooperation and partitioning into its own operations or at the cost of settlement.　　It is said to be responsible for preventing corruption and the loss of state-owned assets. The exploration of the business model and business innovation in recent years is falling into the fierce controversy inside and outside.　　From the group to the provincial companies, are carefully awaiting the strategic direction of possible changes. The result of all this is that after entering this year, the mobile cooperation companies have no new business to declare, and the ecosystem has entered a rigid state. With the mobile counterpart to meet the exchange, heard the most words is: "First look at it, see what the above is what mean?" "Starting in the second half of 2010, China UnicomThe number of users growing rapidly, is at this critical time, mobile but caught in the embarrassment of procrastinate. Mobile is facing the uncertain future.　　Is the world's once most powerful and unique telecoms operator able to get out of the hurt and shadow of corruption and create a more brilliant and unique future? This huge question mark is left to Li and the successor to Mr Wang, who has not yet been announced.