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The author:(作者)归海一刀
published in(发表于) 2014/2/11 9:23:45
Wake up and moving house？ Mobile 4G： cannot occur，

Wake up and move house?
Mobile 4G: impossible -4G, China Mobile, 4G fees, House moving-IT information Wake up and move house? Mobile 4G: impossible

It was definitely strange, it charges, and the House has to do with 4G? If you see this article @ dangdang sided tweets, you know.

Posted January 28 to date, there have been more than 40,000 forwarding, many of whom are big v ren Zhiqiang, global Entrepreneur magazine, and the microblogging is more than friends "original" published, in addition there are several adaptations. 10 days, reading if you did not reach million-level, at least in the tens of millions of (compared to people's daily's subscribers is 2 million).

Then look at the title plan of China Mobile's official Twitter, ten days later, are just some simple passive responses, without any additional information. And lack of valid content, four measures, wrote two articles in the body, the body of "shared # picture #" doesn't mean anything. Picked part sided microblogging content, but not much impact, but also takes up space (not screen).

4G it really so eating money? In fact, as early as January 26, China Mobile's famous "five" one of CMCC Ning Yu, fought back on Twitter "4G forgot to turn off, a house went down in the evening."

Related Tweets are as follows:

These two days a joke widely: "mobile 4G how fast? Let me tell you something, if you forgot to turn off the flow when sleeping, House to move up the next day. "Is it not possible without traffic, customers suffer great loss? The answer is: it's not possible. China Mobile has prepared four line of Defense: double cap, reminders, package group, come on .

Internet users were estimated to have seen China Mobile official Micro-Blog-latest Ning Yu long Tweets. Ning Yu summary is significantly stronger than the official micro-blog. Other than Ning Yu,, China Mobile's employees also refuted at relevant points. Like Ge Changwei, Zhigang Chen, Xie Xiasheng, Wu Xue JI, Shao Qingfeng etc. In these more "five".

People ask, who first put the House of linking and 4G subscription? Certainly not sided, Ning Yu microblogging sided front from the front, you should be able to see it. In fact, operating as a wealth of intelligence monitors sided microblogged content maturity, is hardly an edited release of mobile phone, if it's not forwarding someone else's content, is also on the basis of existing material processing.

If China Mobile have refined monitoring, should be able to see, sided micro-blog released a few days ago, charges, and the House has got in touch with 4G. (At this point I had Twitter rumor, later unknown number of mobile employees or other persons, critics said the micro-blog highlights the speed of 4G, in favour of 4G promotion, I was speechless, nor dispell. This can also be seen, since the five hardest hit doesn't come from enemies, but from our own people, and of course, I'm not doing five, independent point of view only, and protection against outside interference as far as possible)

Change the way of thinking, we went to people's daily, SINA's microblog search "4G":

2013-12-17: Shanghai 4G package is referred to as "working-class opened Rolls Royce" user slots: 6 seconds thanks to the traffic charges 50 Yuan cannot afford

2013-12-30: online 4G subscription accounts: 50 Yuan package 6 seconds used up

2014-1-20: Beijing-Tianjin high-speed rail 4G coverage: download 2G just a dozen seconds

2014-2-6: "4G: good draw", "forgot to turn off the 4G, wake up and your House will be moved", "4G faster asset you back ten years ago, the network close to you in ten years ago"

Also caught in the middle of an article:

2014-1-14: Chinese national released mobile 4G tariff: up to 280 Yuan for 10G

I really don't know what administrators look at people's daily microblog microblog content yet?

People's daily, different media and their micro-how much do any better? People's daily news of this micro-blogging and what they contain, also appear in the trade press and portals industry channels and their official Twitter. And these media are also essential in passing, is not going to explain.

Also: monitoring information is also easily found more satin slips into the Groove 4G subscription with "today's headlines" jokes. Celebrities, celebrity multidisciplinary microblogged content from scripts library. Such as this:

(Apart from 4G, the telecom industry jokes in other areas, no less, after I had introduced)

Exclude jokes driven, celebrity appeal, the media have commercial reasons, what's 4G of China Mobile communication problems?

1, if the overall monitoring of mobile 4G spread, you will find official press focused on the number of base stations, the 2014 goal; ad focus, no matter what the medium, fast, and mostly used to download movies for case. In other words, official press target focuses on professional journalists, rather than as an end user (is this device? ) And advertising highlighted "just one step" does not reflect the "change of life".

2, market development are too impatient. A market entry in several stages, can be divided into: <5%, and entered the early stages, target users early adopters; between 5%~10%, entering the stage late, targeted user Gao Fushuai; 10%~25%, rapid growth period, the target user has a certain economic strength and communications requirements user. China Mobile's strong investment, three goals while achieving this dissemination is difficult to satisfy both. Now are a delicacy, market, fast growing user complaints, and complained that almost is not a 4G user. A contrast in 2014, China Mobile's goal is to sell a 100,000,004 terminal, and Ministry goals (including 3 big operators) is the development of 30 million 4G users.

3 charges, propaganda, and the lack of systematic. From published information, 4G subscription of China Mobile and Unicom is similar in the early 3G, and some flexibility to local operators. It would have been good. Propagation, the lack of systematic planning, fragmentation, lack of effective communication with the mainstream media. Misunderstanding and false positives, it is no surprise. For example, rarely press charges, reflecting the 4G subscription price after contrast 3G/4G (report prices are basically suggests that local operators free of local traffic, and rarely include amplified flow price reduced due to flow).

Application is not a good 4G 4, download movies, especially in the flow meter and time consuming. I do not deny that as bandwidth increases, charges dropped, mobile Internet will have more and more "rich", it has been very obvious. News text version graphic version includes video games from a single Edition to Network Edition, micro blog micro-letters and more abundant, consumption flows more increase in video-related content is an important factor, but 4G is not used to download movies. In fact, operators welcome movie application like, do you remember link 3G m billing? Example given is also a movie few m no traffic fee (I think this model, may be suitable for 4G publishing movies or live content, United Kingdom telecommunications, have been actively promoting the video content on the mobile Web broadcasting services).

From the point spread –

5, China Mobile's public opinion monitoring system has obvious flaws. Monitoring includes not only public opinion monitor, but a full deal primarily with sector-wide system, focusing on rapid collaborative response, rather than a problem. Like 4G in the dissemination of information, believe that internal monitoring, but was unable to form an effective "feedback-response-monitoring" of closed-loop.

6, did not result in effective advocacy network. Should operators working in the media have done a lot of work, but regardless of which carrier, in communication with the mass media and industry opinion leaders outside, there are some problems, coupled with a long response period, with the result that rumor was not paid, even cooperative media have become important channels of the ballad. In addition, nor playing the role of microblog, staff opinion leaders.

Back on the 4G subscription, is now entering the early stages, target users early adopters. According to the characteristics of mobile communications networks, continued 3G subscription and a modest discount, as charges for early development, is a viable option;

1, 2G, start of the toll, provided more than stalls traffic packages, lower the flow of packets larger units of billing mode and threshold is 5M,4G flow 2G flow packet threshold is more than 100M, the actual flow rates have been significantly reduced;

2 g networks, Terminal, and service improvement along with cycles, tariff is not the biggest obstacle, as the overall maturity increases, tariffs will gradually be optimized, the threshold will be gradually reduced (the link 3G go through the same path);

Faster 3 g speeds, but even the 4G mobile Web remains a scarce resource, and high service costs, Internet is difficult to infinitely lower monthly as fixed-line broadband billing;

4, according to data released by the Ministry, November 2013 months protects the mobile Internet traffic in China exceeded 100M, to 100.3M, according to this data, current monthly flow over 500M of percentage of mobile phone users is very low, it is difficult to envision, the ordinary 4G, take 4G at any time through the 4G network to download movies, TV shows, choose to download movies in their propaganda this misunderstanding;

5, and 3G user of flow control level in constantly improve, first 4G user should mostly from this part user, and operators has flow 15G, and tariff 500 Yuan "double capped" limit, 500 Yuan certainly is what House also buy not to of; to currently weizhi, network Shang also also no a reported 4G user actual occurred high tariff of, and this phenomenon in 3G early has repeatedly was reported;

6, with the mobile phone and the network mature, some malicious mobile applications consuming traffic problems will become more prominent, but due to the user to select a greater flow of the package, actual user satisfaction will not be reduced;

7, charges, there is a lot of headroom for mobile 4G, is one of the most typical, packages of foreign fee of 0.29 Yuan/m only 1 penny cheaper than 3G. Current thresholds are higher, partly out of non-early adopters out there.

一觉醒来房子归移动？中移动4G：不可能发生 - 4G,中国移动,4G资费,房子归移动 - IT资讯
一觉醒来房子归移动？中移动4G：不可能发生

有人肯定奇怪了，这4G资费和房子有什么关系？如果看了下面这条@当当网李国庆的微博，您就清楚了。

1月28日发布至今，已经有超过4万的转发，其中不乏任志强、环球企业家杂志这样的大V，而且该微博还被多名网友“原创”发布，此外还有多个改编的。10天时间，阅读量如果没达到亿级的话，至少应在数千万级别（相比人民日报的订户是200万）。

再看看题图的中国移动官方微博，迟了十天，也只是简单的被动应对，未做任何附加宣传。而且有效内容不足，四条措施，只在正文中写了两条，正文中“#分享图片#”没任何意义。摘了部分李国庆微博中的内容，但冲击力也不足，还占了空间（不如截屏）。

4G真的这么吃钱吗？其实，早在1月26日，中国移动著名“自干五”之一CMCC宁宇，就在微博上反击了“4G忘关，一晚上房子没了”。

相关微博如下：

这两天一则段子广为传播：“移动4G网络到底有多快呢？让我来告诉你吧，如果你睡觉时忘记关流量了，第二天起来房子就归移动了。”会不会因为没有关流量，客户遭受重大损失么？答案是：这不可能发生。中国移动准备了四道防卫线：双封顶、勤提醒、套餐组、加油包。

网友们估计看出来了，中国移动官方微博的图截自宁宇的长微博。而宁宇的摘要明显强于官方微博。除宁宇外，中国移动的多名员工也曾先后反驳过相关观点。如葛长伟、陈志刚、谢夏生、吴雪霁、邵青锋等。这些中多个也是“自干五”。

有人问，谁第一个把房子和4G资费联系起来的？肯定不是李国庆，其实从前面宁宇的微博发在李国庆前面就应该能看到这一点。其实，作为一个经营丰富的情报监测人员，从李国庆微博内容的成熟度来看，很难是手机一次编辑完成发布的，如果不是转发他人的内容，也是在已有素材基础上加工的。

如果中国移动有完善的信息监测的话，应该能看到，在李国庆微博发布前数日，4G资费和房子已经联系在了一起。（此时，我曾在微博辟谣，后多名移动员工或其他不明人士，评论说此微博突出了4G的速度，有利于4G推广，我无语了，也不敢辟谣了。从这点也可看出，对自干五最大的打击不是来自敌人，而是来自自己人，当然，我不是自干五，只就现象发独立观点，且尽量保证不受外界干扰）

换个思路，我们到人民日报在新浪的微博搜搜“4G”：

2013-12-17：上海移动4G套餐被指“工薪阶层开劳斯莱斯”用户吐槽：6秒飙50元流量费消费不起

2013-12-30：网友为4G资费算账：50元套餐6秒用光

2014-1-20：京津高铁4G覆盖：下载2G大电影只需十几秒

2014-2-6：【4G：叫好难叫座】“忘了关4G，一觉醒来你的房子就归移动了”，“4G速度快得让你资产回到十年前，网络差得让你置身十年前”

中间还夹着这么一条：

2014-1-14：中国移动公布4G全国统一资费：最高280元包10G

我真的不知道人民日报的微博管理员自己看这些微博的内容了没有？

人民日报如此，别的媒体和它们的官微又能好多少呢？人民日报这几条微博及他们所包含的新闻，同样也出现在行业媒体及门户网站行业频道和它们的官方微博中。而且这些媒体也基本都在传，并不去解释。

另：信息监测也很容易发现，多个与吐槽4G资费的段子已进了“今日头条”等段子库。而很多名人、明星的跨领域微博内容都来自段子库。如这条：

（除4G外，通信圈其他领域的段子也不少，此前我也有过介绍）

排除段子推动、名人吸引眼球、媒体有商业目的的原因，中国移动的4G传播有什么问题呢？

1、如果全面监测中国移动的4G传播，会发现官方新闻的重点在基站数，2014年目标；广告的重点，无论什么媒介，都在速度快，而且大多采用了下载电影做案例。也就是说，官方新闻目标重点是专业记者，而不是最终用户（难道这是设备商？）；而广告重点突出了“快人一步”，并未体现出“改变生活”。

2、市场发展过于急躁。一个市场进入分几个阶段，大致可分为：<5%，进入阶段初期，目标用户尝鲜一族；5%～10%之间，进入阶段后期，目标用户高富帅；10%～25%，快速成长期，目标用户具有一定经济实力和通信使用需求的用户。中国移动大力投入，三个目标想同时实现，这在传播中很难同时满足。现在是尝鲜一族的市场，快速成长期用户的抱怨，而且抱怨的几乎都不是4G用户。一个对比，2014年中国移动的目标是销售1亿4G终端，而工信部的目标（含3大运营商）是发展4G用户3000万。

3、资费宣传缺乏系统化。从公布信息看，中国移动的4G资费与3G初期的联通类似，又给了地方运营商一定的灵活性。这本来是好的。但传播时，缺乏系统规划，各自为战，缺乏与主流媒体的有效沟通。出现误解误报，就不奇怪了。例如很少有媒体对比3G/4G资费后体现出4G资费的降价（报道的降价基本都指地方运营商赠送的本地流量，而很少包括由于流量包放大后单位流量价格的降低）。

4、下载电影不是一个好的4G应用，尤其是在按流量计费时。我不否认，随着带宽增加，资费下降，移动互联网传播的内容会越来越“富”，这已非常明显。新闻从文字版到图形版到包含视频，游戏从单机版到网络版，微博微信功能越来越丰富，消耗流量越来越多，其中视频相关内容增加是一个重要原因，但4G流量不是用来下载电影的。实际上，运营商很欢迎电影这样的应用，还记得联通3G的M计费吗？当时举的例子也是一个电影几个M就不收流量费了（我觉得这个模式，可能适合4G发布电影或直播内容，英国电信等已在积极推进通过移动网络的视频内容广播服务了）。

从传播角度——

5、中国移动的舆情监测系统有明显缺陷。舆情监测不仅包括监测，而是一个完整的遍及主要应对部门的系统，重在快速协同应对，而不是发现问题。像4G传播中的各种信息，相信内部也监测到了，但未能形成有效的“反馈——应对——再监测”的闭环。

6、未能形成有效的宣传网络。应该说运营商在媒体合作方面做了大量工作，但无论哪个运营商，在与大众媒体和行业外意见领袖之间的沟通都存在一些问题，再加上回应周期长，结果是辟谣不及时，甚至合作媒体都成为传谣的重要渠道。另外，也未充分发挥官方微博、员工意见领袖的作用。

回到4G资费上，目前处于进入阶段初期，目标用户尝鲜一族。根据移动通信网络特点，延续3G资费并适度折让，作为初期资费制定，是一个可行的选择；

1、由于2G开始的流量计费都采用了提供多档流量包，包越大时单位流量越低的计费模式，而2G流量包门槛是5M，4G流量包门槛是100M以上，实际单位流量资费已有明显降低；

2、4G网络、终端、服务等完善还需要周期，资费并不是最大障碍，随着整体成熟度提高，资费也将逐步优化，门槛将逐步降低（联通3G也经过同样的路）；

3、4G网速快，但即使到了4G，移动网络仍是稀缺资源，服务成本高，上网费用很难无限降低，也难像固网宽带那样包月计费；

4、根据工信部公布的数据，2013年11月我国月户均手机上网接入流量突破100M，达到100.3M，按此数据，目前月使用流量超过500M的手机用户占比很低，很难设想，国内普通4G，拿着4G手机随时通过4G网络下载电影、电视剧，选择下载电影做宣传本就误区；

5、3G用户的流量控制水平在不断提高，首批4G用户应大多来自这部分用户，且运营商有流量15G、资费500元“双封顶”限制，500元肯定是什么房子也买不到的；到目前为止，网络上也还没有一个报道4G用户实际发生高额资费的，而这个现象在3G初期曾多次被报道；

6、随着手机和网络成熟，一些移动应用程序恶意消耗流量问题会更加突出，但由于用户选择了更大流量包，实际用户的不满意度会有所降低；

7、中国移动4G资费还有不少提升空间，其中最典型的是，套餐外资费为0.29元/M，只比3G便宜1分钱。另外目前的门槛还较高，将部分非尝鲜一族挡在了外面。

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