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移动增值业务是移动运营商在移动基本业务(语音业务)的基础上,针对不同的用户群和市场需求开通的可供用户选择使用的业务,包括短信、彩铃、即时通信(IM)、手机视频下载等等,市场极其巨大。今年5月20号,中移动在北京召开了一次关于移动增值业务规范性的内部讨论会并初步达成11条框架性政策,这就是SP(服务提供商)业界所说的“11条军规”。同时,中移动还与包括腾讯、新浪在内的众多SP暂停或终止合作,表现出“赤膊上阵”的架式。这一系列的政策和行动都表明,手机增值业务的市场面临着重新洗牌和新一轮的秩序重建。运营商的强势介入使得整个移动增值业务的市场利润空间急速缩小。在最大的一块蛋糕被拿走后,大企业纷纷裁员,小企业濒临倒闭,几个月前还是一片升平景象的业界,一夜之间就仿佛进入了冬天!
Mobile value-added services are services that users can choose to use for different user groups and market needs based on mobile basic services (voice services), including SMS, color ring back tone, instant messaging (IM), mobile video Download, etc., the market is extremely huge. On May 20 this year, China Mobile held an internal seminar on the normative nature of mobile value-added services in Beijing and initially reached 11 framework policies. This is the “11 military regulations” the SP (service provider) industry refers to. At the same time, China Mobile also with many other SP, including Tencent, Sina, suspended or terminated cooperation, showing a “shirtless” frame. This series of policies and actions show that the market for mobile value-added services is facing a reshuffle and a new round of order reconstruction. The strong involvement of operators makes the entire mobile value-added services market profit margins rapidly shrinking. After the largest piece of cake was taken away, large enterprises laid off their staff and small businesses were on the verge of bankruptcy. A few months ago, it was an industry that saw a rise in the air and seemed to have entered the winter overnight.