Operator Campus "Three Kingdoms War" intensifies: million yuan illegal chang

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[Guide] in the background of the growth pressure of the three major operators, this year's intensity is far more than in previous years.

With the advent of the school season, the three major operators of the campus battle again. Against the backdrop of increased pressure on the growth of the three operators, the intensity of this year is far greater than in previous years.

Recently, Jiangsu Telecom, a person in charge of the "Daily economic news" Reporter said that this year, schools directly to operators to ask for 2 million or 3 million yuan entry fee to allow operators to enter the campus services.

A university student who participates in the promotion of the operator's campus told reporters that the three major operators in the campus promotion is very confusing, in Wuhan operators will even Chang some schools, do not allow other operators to enter, and this is expressly prohibited by the Ministry of the Act.

Many people in the industry said that the three major operators in the campus market competition is fierce, one is the annual September Freshman School is to change the card tide, you can take the opportunity to a large number of new users; second, the performance of the three operators to the bottom of the sales staff to unscrupulous competitors, which makes the campus promotion gradually changed flavor.

Operators "Buy tickets" into the campus

"The offer is not 300,000, 500,000, it's 2 million or 3 million." "Zhang Hualin, general manager of Jiangsu Telecom's former corporate and Enterprise Client department, told the Daily economic news reporter that this year there is a school direct demand for how much money, otherwise not allowed into the campus services." He reluctantly indicated that the operators were originally serving students, and now in turn the school also charges.

The operator enters the school to need to dig the entrance fee, actually in the industry already is an open secret.

Li June, an executive of China Unicom's Shandong company, said to reporters that there are even higher fees than this, and some operators directly send several Audi to the school.

Of course, because of regional differences, not all of them are. Li June told reporters, because the competition in different places, the school is not the same degree of severity, the cost is not the same, unicom in Shandong generally need tens of thousands of yuan can be (into the school marketing).

An unnamed industry told reporters that the admission fee is generally the school's Youth League, logistics, security and other departments to collect, each year because of the reasons for competition will rise, and this makes operators very helpless.

But the student market is a huge cake. According to public information, only 2013 Chinese institutions of higher learning have more than 2,400, plans to recruit more than 6.8 million people, the average number of students per school enrollment in about 3000 people. An industry personage to the reporter analysis, even if each school collects the entrance fee 1 million yuan, spread to each newborn head on the marketing expense only 300 yuan, the operator only then several months to earn returns.

Liang, an independent telecoms analyst, told reporters that operators were looking at the campus market because students were the biggest migrants at the moment, and that the transfer card market was an opportunity to get a real net increase. So even a losing operator will have to do it.

The industry said that operators to participate in the campus competition is not in order to make money, but in order to gain market share, especially for China Mobile (micro-blog), the current market has been saturated, the only rapid increase in customer volume of the market is the campus, so put more to rob.

Operator Campus Promotions are now illegal

September 3 Morning, "daily economic news" reporters in Beijing Normal University, Beijing University of Posts and telecommunications, and other institutions found that although the new students have not officially reported, the three major operators of promotional activities have begun to preheat.

The reporter noted that the promotional activities between operators are different. China Mobile Promotion is new and old users can enjoy concessions, China Unicom (Micro-blog) (15.66, 0.26, 1.69%) is a new card users must be able to enjoy certain concessions, and China Telecom (53.38, 0.97, 1.85%) did not see too big promotional activities.

Beijing Mak Lin Yingko Information Technology Co., Ltd. Yunnan Branch general manager Shengwei, said in an interview with the Daily economic news reporter, this reflects the stage three major operators different sales strategy, mobile is to protect the network users, unicom to protect the new.

Shengwei said that China Telecom in the north is weak, but in the south, its rapid development, the use of solid-moving combination, is home installed broadband to send mobile phones, send phone calls, send traffic, the use of broadband this entry point, the user's mobile phones are replaced.

In fact, the three operators of the campus market competition, not the surface so calm.

Lei (a pseudonym) is a sophomore at a college in Wuhan, and this year he has been involved in China's mobile campus promotional activities. Lei told reporters, in order to prepare for the new promotional activities, the major operators early in the summer period began to recruit personnel and training. The admission notice carries the mobile phone card, after the school uses the notice the mobile phone card and the ID card to bind. After the charge to send mobile phones, 0 yuan purchase, charge to send shopping cards, such as promotional activities take turns debut. "said Ray.

This year's competition is more intense, Lei told reporters, in Wuhan, operators will even Chang some schools, do not allow other operators to enter. This behavior does not conform to regulatory requirements.

2011, the Ministry of Industry issued "on the standardization of the basic Telecommunications Operators campus telecommunications business market operations," the request operators must not sign an exclusive agreement with the school, also can not be in the admission notice to send mobile phone cards. But this "opinion" is like dead.

Zhigang, a communications expert, told the Daily economic news that the Ministry of Industry and the Ministry of Education were regulatory omission, a phenomenon that should have been heavily punished.

White-hot competition under the weight of KPIs

The fierce competition among the three operators has made the campus promotion start to taste. Yi, secretary general of China Mobile's Internet Industry Alliance, told the Daily economic news that all this was under the weight of the performance review and that the bottom staff were responsible for accomplishing their results. Many industry insiders told reporters that the operator's KPI is the root cause.

One Chinese mobile employee told reporters that China Mobile in the campus market assessment is 90%, or even 95%. The so-called 90% or even 95% refers to the campus market new 100 users, must have 90 or 95 are China Mobile users. Chinese Unicom and China Telecom's assessment of the pressure is relatively small.

The employees told reporters that under high pressure, Chinese mobile employees often take their own mobile card, to change the students hand other operators of the card, in order to increase the share.

China Mobile is the first of the three major operators to enter the campus market, in March 2002 officially launched the "Dynamic Zone (M-zone)", mainly for the campus market. A few years later, China Unicom launched the corresponding brand up new power. But China Mobile has already established a deep cooperative relationship with major institutions.

Li June told reporters that China Mobile to the campus market is a high cost of investment, and its agreement with the school, requiring students to use mobile cards, and even some schools will be mobile as a student file number further binding, therefore, the Chinese mobile in the campus market in the absolute monopoly, China Unicom and Chinese telecom can only be "with the Prince Reading "Role. However, this claim has not been confirmed by China Mobile.