中国移动首度染指SP 下月将有更大动作

  通过网络成名的歌手刘嘉亮、香香,6日不约而同地以全新的移动平台首发自己的新专辑———这不是巧合,而是想搭上中国移动驶往SP(增值业务提供商)市场的“处女航”:中国移动此前分布在各地的12530网站今天整合为“无线中央平台”,除了以前有线下载的完整歌曲和无线下载的彩铃,用户还可以通过手机下载声讯电话(IVR)、写真图片甚至MV视频。

  “中移动这次是动真的,12530网站应该只是前奏,下个月它们还将有更大的动作。”刘嘉亮所属的CP(内容提供商)———中唱艺能公司宣传主管李思睿向上海东方早报记者透露,两个月前,中移动邀请国内几家知名CP的高层在成都密谈,内容就是如何绕开现有中介SP(运营提供商),由中移动自己运营,和CP瓜分“满地碎银”的无线增值业务。

  李思睿抱怨道,在现有的由“CP—SP—移动运营商”组成的无线增值产业链中,CP的收入太少。他表示,无线业务收入,中移动一般提20%~30%,其余由SP和CP分配。理论上,CP能拿到剩余的40%~50%,实际只拿到10%甚至更少———“强势的SP瞒报数据”,他解释。

  “我们与SP合作,收入远远少于应得的;直接跟移动合作,不管是不是它一家独大,至少拿得比以前多。”香香所属的飞乐唱片老总钟雄兵也表示。

  随着3G时代的来临,“以娱乐为主题的无线增值业务将创造庞大市场”的判断已成为一种共识。艾瑞公布的数据显示,去年中国移动增值用户达2.94亿,占整个移动用户74.8%,今年增值业务的市场规模将近50亿元。另一方面,中移动也不愿看到重要赢利点被SP占去大头,直接与内容方合作无疑是种双赢。

  尽管小算盘已经打好,但12530网站目前的知名度还无法同现有SP抗衡,这或许是中移动此次相当低调的原因之一。“我们直接同内容商合作,并不意味着抛开SP———这只是众多营销方式的一种。”该内部人士补充道。李思睿认为,低价是12530网站的最大优势。

  整合“无线中央平台”,意味着6年来一直把短信业务外包给SP的中移动开始自扮SP的角色。对此,国内几家知名SP的反应非常平静。昨天,某大型SP高层向上海东方早报记者表示,他们对中移动进军SP早有准备。在这之前,国内几家大型SP已收购许多CP,依靠前几年的资金积累,并不惧怕挑战。诺盛电信的一位咨询分析师认为,移动介入SP是必然趋势,“移动拥有庞大的用户数据库资源、网络资源、平台资源,这是任何其他SP无法做到的。而且,进行WAP营销手段,对移动来说几乎是零成本。

早报浙江专稿

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