Virtual operators will introduce dynamic pricing to crack "zero upside down"

Wu Fengheng

The formation mechanism of "wholesale price" of virtual operators is expected to change recently.

"First Financial daily" reporter yesterday (September 23) in the "2014 China International Communications Exhibition" site learned that the three basic operators during the exhibition will be with five virtual operator representatives signed "http://www.aliyun.com/zixun/aggregation/ 36240.html "Mobile resale price dynamic adjustment mechanism" agreement.

After the new "dynamic mechanism" is formed, when the basic operators adjust the tariff, the "wholesale price" obtained by the virtual operators is expected to get "linkage" adjustment. "Price (wholesale price) is secondary, the key is to set up the price mechanism." "Kangzhibin, a communications executive, told reporters yesterday.

The reporter learned from the industry that this October, the virtual trader will launch the scale number. Price formation mechanism and other issues, the size of the number will be more basic.

Price "linkage"

"Telecom Price" has always touched the market nerves, this year, the telecommunications tariff "market pricing" principle has been established, the three basic operators have been "independent pricing power", because no longer need government approval, the three basic operators this year have many independent prices.

However, because of the lag of the formation mechanism of the virtual operation "wholesale price", the basic operator's adjustment measures let the virtual operator fall into passivity.

At the end of last year, the Ministry of Industry issued the first batch of virtual operator licenses, licensed virtual operators and basic operators signed a cooperation agreement, including voice, SMS, Flow wholesale price, on the basis of business retail prices, based on a certain discount wholesale to virtual operators.

Kangzhibin to the "First financial daily" reporter, since last year, virtual operators to obtain the "wholesale price" has not changed, "now the virtual operator to get the price, or last year when the license and the basic operators to sign the price, operators may have been adjusted many times, out of a variety of packages, our prices have not changed." ”

Reporter had previously reported that in the virtual operators wholesale price, the base operator retail prices, there is a "zero upside down" phenomenon, is widely criticized for the impact of the normal development of virtual operations.

"Dynamic mechanism" after the formation, once the basic operators to reduce prices, virtual operators "wholesale price" is expected to "linkage" decline. "If the basic operators before the retail price is 1, we get 60 percent wholesale price is 6 cents, now the base operator to 8 cents, we get the price is 4 cents 8, automatic." After such a mechanism comes out, we are much more convenient. "Kangzhibin said.

It is understood that the above price "dynamic mechanism" will be signed on September 25. At that time, the three basic operator representatives, five virtual operator representatives will appear on the signing table. At present, it is not clear whether only five of the virtual dealers get "dynamic price", but Kangzhibin that "dynamic mechanism" will benefit all virtual operators.

Virtual Operators Industry Alliance Secretary-General Shong yesterday to the "First financial daily" reporter interviewed that, with the telecommunications industry "market pricing" principle established, the virtual merchant wholesale price from the original "agreement price" to the new "floating price" is the inevitable trend, but to avoid "not to be implemented."

"Previously, the Ministry of Communications Development Department said that the virtual operators think the price is too high to two negotiations, but can not solve the problem." (The new mechanism) must be meticulous, quantitative, not talk about strategy. "Shong said.

Prepare for "scale number"

In addition to the "price mechanism" urgent need to change, the virtual operators also face "interconnection and interoperability", "service support construction" and many other difficulties.

This May, the virtual operator for the first time issued a number 170th yards, although the foreign claims to start trial business, actually in the user experience phase. After the first release number, the industry immediately burst 170th code does not support the text message verification, the number does not identify the problem, damage to 170th number code overall user perception.

After the first round of high-profile, virtual operators generally in frustration into silence, not only the speed slowed down, even appeared "business stagnation" phenomenon. Currently, only a handful of virtual operators have passed the "stress test" of the base operator and are being granted more than 170th yards.

In fact, the Ministry of Industry for the development of virtual operators have more attention to the difficulties.

Last month, the Ministry of industry to the virtual operators, involved in the 170th code of Internet companies issued "on the mobile communications business users use Internet services related issues notice," asked the virtual operators, Internet enterprises to actively communicate to solve "not normal collection of some Internet enterprises issued by the authentication code and short message", " Not normal use of Internet business and application "and other issues, and the end of September to the Ministry of Industry feedback to resolve the situation.

Recently, the Ministry of Industry under the Chinese Association of Communications Enterprises set up a virtual operator branch, according to reporters from the Ministry of Industry insiders understand the information, virtual operators new "dynamic" wholesale price formation mechanism, the branch behind the promotion. 25th, the upcoming "Mobile resale business price dynamic adjustment mechanism" signing ceremony, was arranged in the virtual operator branch after the opening ceremony, as a gift to the virtual merchant.

Different companies familiar with the situation to reporters confirmed that October, the basic operators are about to open more than 170th, virtual operators began to scale number. When the above problems are solved, the time of the virtual carrier scale will gradually mature.

Since May, the number of virtual operators has reached more than 200,000 by the end of August, according to the Ministry of Information. For the current total of 25 virtual operators, this figure is insignificant.

According to the positioning of the Ministry of Industry, the virtual operators will become the base operators to supplement effectively, bring rich differentiated service for the telecom. Although a certain degree of "price war" will be difficult to avoid, but more virtual operators are in combination with their main business development of differentiated 170 products.

Some industry experts believe that "the communications industry to enhance the main business profits", "main industrial subsidy" of the "reverse subsidy" model, or the introduction of cooperative "cooperative development" model, it is possible to help virtual operators out of the current dilemma.