Promotion and operation rules of the SMS industry in 2015
| Introduction to the operating rules of the SMS industry 1. Types and applications of SMS channels 2. SMS channel market analysis 3. How to select suppliers In short, the SMS channel is the pipeline for sending SMS messages, which enables group SMS sending by connecting to the operator's gateway or a third-party platform. Currently, there are single network channels from the three major operators on the market: China Mobile, China Unicom, and China Telecom. The one that supports nationwide sending is the full network channel; the one that supports provincial sending is the provincial network channel. The channels between the three major operators are all independent. This means that if it is a mobile number, you can only receive it with a mobile number; if it is a China Unicom number, you can only receive it with a China Unicom number; and if it is a China Telecom number, you can only receive it with a China Telecom number. The current channel types are mainly divided into: 1. Commercial SMS channels starting with 106 2. Virtual gateway channels starting with area codes such as 0755 and 021 (similar to point-to-point sending, mainly retrieving numbers in the operator's number pool for polling and sending, rather than directly through the mobile phone) 3. There are also SMS cluster modem card sending channels, etc. . 4. Of course, there is also the sending of text messages from fake base stations (of course this is illegal and is strictly investigated. It is not used for Internet products, and most of the information is targeted, pornographic, and violent). I won’t mention this. In terms of channel quality, 106 is better than virtual gateway, and virtual gateway is better than card delivery. As far as the industry applications of SMS are concerned, it can be used in all 360 industries, so there is no clear industry segmentation for the time being. There are two main types: One is the industry channel (mainly used to send verification codes, internal notifications, and customized information). This part of the content is more formal, and most of the content is actively received or willing to be received by users. The other is the marketing channel, which is used for mass messaging and sending marketing content. Marketing information mainly includes the promotion, promotion and introduction of companies, products or people. Generally speaking, whether it is marketing information depends mainly on the recipient, whether they actively or willingly receive it, and whether the content contains recommendations, promotions, or very obscure promotional information. Many people will certainly ask, they are both 106 channels, both come from operators, and use the same server, so why is the reach rate of the marketing channel not as good as the industry channel? The answer is very simple. Verification codes and notification messages are usually sent in relatively small quantities, and verification codes are mostly sent one-to-one. This is the same principle as broadband. With the same 10M bandwidth, there is a huge difference between running one computer and running ten computers. As advertisers, marketing information must be sent in large batches in order to gain the most attention in the shortest possible time. If the amount sent is too large, it will inevitably cause queues. . Therefore, it is normal that there are frequent delays in marketing channels. The key issue is that it is not just one customer running on this channel. When many advertisers are looking for marketing channels, they will ask, how many seconds is the marketing channel speed? Most suppliers cannot give you a definite answer. Because he has no way to predict the sending volume. . If there is any supplier, they will reply to you without thinking. It is guaranteed to be received within one minute, with a 90% arrival rate. You can just ignore it and find the next buyer. Even if it is a well-known company, you should give up decisively. . Because he is a big liar. Then why is the reach of marketing channels still lower than that of industry channels? Why is the effect of marketing information sometimes very poor? Please don’t believe in any telecom-level systems. Many of their systems are outsourced, and there will be bugs and packet loss. When the amount of group messages is large, packet loss may occur occasionally. This is just a problem with the system itself. What is more important is the restrictions imposed by operators on the crackdown on spam text messages. Before 2008, mass text messaging was heaven. As long as one had an SMS channel, he or she could make money. However, after the March 15 incident in 2008, regulations began to be gradually implemented. Then restrictions began to be imposed on four major industries (real estate, financial loans, immigration, and education and training) because these industries were rich and willful, and they were harassed by text messages every day. These four industries are the hardest hit, so the first ones to come out will be hit first. As for ordinary supermarkets, membership and e-commerce promotions, the impact was not very significant until October 2013, when operators began to vigorously crack down on spam text messages. Then the operators' nightmare began. Marketing text messages from all walks of life have been affected, and there are almost no channels through which they can be sent. Why? After the operators were notified, they began to regulate their own SMS ports from within, strictly limited the number of application channels, and even only allowed some agents to apply. Until now, there are fewer and fewer marketing channels on the market, everyone’s mobile phones are quiet, and the operators are having a hard time. However, the price of marketing channels is getting higher and higher. After the operator restricted the application of channel 10657, commonly known as the MAS channel, the specification requires that only agents with 10690 number resources can operate the SMS channel. In other words, what you see now and the channel you are using, especially the one for sending verification codes, are mostly channels starting with 10690. The days of 10657 flooding are gone Generally speaking, the number resource that a first-level agent receives from the operator is 10690XXX, which is about 8 digits in total. With the addition of the agent platform, it is expanded to about 4-6 digits. In other words, the channel number given to customers by first-level agents is usually around 12 digits. The longer it is, the more it means that it has been passed through more than two or three hands. Operators now focus on developing direct customers, that is, the closer they are to direct customers, the less intense their monitoring will be. So now their new policy is that for all direct customers, they are required to provide business license and other corporate information and apply for something called the ADC channel, which is the exclusive channel that the agents promoted to you. The quality of the ADC channel is indeed faster than the shared channel transmission speed of 10690. After all, it is a single company running the business. 10690 is mostly used by agents, who have many clients running it. In most cases, the channel is OK and the speed is good, but once the agent sends a large amount of data on a certain day, there will be a certain degree of delay. However, the principle of ADC is the same as that of broadband. Apply for a 100M large port, and then open N accounts. The more users there are, the greater the bandwidth occupied. However, there is a requirement for ADC application, which is that there must be a certain amount of sending volume, which means that you need to apply for a package. Operators and agents in different cities have different policies. Good relationship. You can open an ADC channel without a package, but it must be a fixed signature. Question: The longer the operator's number is, the more downstream it is. However, the price may not necessarily be higher the further downstream you go. Is there any relationship between the reach rate, speed and cost? Answer: There is no necessary connection. The longer the channel number, the more subordinates it has. However, it does not mean that the quality is poor or the price will definitely be high. The reason is to look at the upstream channels, that is, the first-level agents. If the first-level agent has a large monthly shipping volume. The more price subsidies he can get from the operators, commonly known as remuneration. This means lower costs. If the price that this agent offers to the channel is very low. It may not have been second or third-hand, and there is no price advantage As for the arrival rate and speed, they will definitely be affected to a certain extent, but this impact depends on the sending mechanism and operation mechanism of the SMS platform. The response between most platforms is in milliseconds or seconds. As long as the platform is not too deceptive, even if it goes through two or three platforms, you can guarantee that you will receive it quickly. . It mainly depends on whether the channel provider's platform is powerful. Logically, the more platforms you go through, the greater the loss between platforms will inevitably be. In the SMS industry, there are countless agents. There are also numerous channels. Good and bad are mixed. Even many internal staff of operators set up their own shell and create some channels to operate themselves. Even if it is a personal channel, it does not necessarily mean that he has no advantages. In most cases, when choosing a supplier, we consider the stability of their platform, whether the subsequent service response is timely, and whether they have a good service mechanism and team. I think that the three issues of arrival rate, speed and price are all basic issues. As long as we grasp the price, we also need to consider whether the company really exists. Let's put other issues aside for now, because except for the price, the other issues are all meaningless. Because the suppliers' responses are all the same. More than 99%, more than 95%. The most important thing is to verify the channel quality, which is a testing process that almost every supplier has. This is something most companies would not be stupid enough to do, but during the verification process, you need to grasp a few tips: 1. Check whether the channel number is consistent before and after the test. Because some crappy companies will give you a good channel for testing, but after the formal cooperation, they will change to a channel for their own volume growth. . After the formal cooperation, the results will not be the same. 2. During the testing process, especially the testing of marketing channels, it is necessary to insert several test numbers. This is also a trick that many companies know. But it is better to have no books than to believe in them blindly. Don't think that this trick is powerful, there will always be a way to deal with you. When sending SMS, you mainly need to look at the status and delivery. . Status and delivery are the key to verifying the quality of the platform and channel. You can find a few empty numbers and test them together with normal test numbers. After the status is returned, check whether the test numbers you inserted and the empty numbers show failure. If the empty numbers still show success, then there is a problem with this channel, because the supplier pushed a false status to you. Q: What does it mean to verify channel quality? Originally understood as speed and reach. Answer: Regarding this question, you are right to pay attention to reach and speed, but as I said, this is just the basics. The real thing is that you verify these data during the verification process. In fact, the supplier has no way to give you an accurate data. What he says is just a very general statement, the operator's statement. Because when it comes to actual operation, many problems will arise, such as whether the user's mobile phone is shut down or turned off. Whether the signal in the environment he was in was good at that time. At the same time, there is also the issue of operator restrictions that I just mentioned. . I forgot to mention this just now. That is, operators will impose restrictions on spam text messages. For example, for certain words, such as discount, promotion, real estate, etc., restrictions will be imposed at the gateway. Only 100 messages containing these words can pass through the gateway of a certain city. If the number exceeds this, it will be blocked by the gateway and will be displayed as unknown or failed (this number will be set differently for different cities, different industries, and different content. In other words, there is no pattern at all). From this, there is no way to get an accurate arrival rate. That is, we can only verify the quality of the channel in time. . If what you are sending is just verification, generally speaking, you don’t need to worry too much, because the channel quality of most regular companies is similar. The difference lies in the service mechanism. So after comparing prices and channels, you mainly look at their services. Regarding the price, I talked about it briefly in the group last week. What is the approximate cost for an agent? If a supplier tells you that his text messages are cheap, 1-2 cents or 3 cents for distribution marketing. . Absolute price advantage. . Please just ignore that. Everyone knows that the wool comes from the sheep. . The cost received from the operator is mostly around 3-3.5, plus taxes, company operations, and labor. The price generally released will be between 4-5 cents. In other words, when it comes to quantity, it's the same as buying one cabbage and buying a cart of cabbages. . There is no quantitative data, but most of them are above 5 points. 6, 7, and 8 have definitely been reported by some people. First of all, don't blame others. The reality is that they only make a few hundred dollars a month by serving you every day, but their profit is only a few dollars. . This is quite a hassle. Marketing channels are even more scarce resources. The price is usually quoted at 4.5 or above, but generally at 4.5, you can still get something. For small and medium-sized customers, their prices are also relatively high, mostly around 5 cents. Duomi cooperates with DreamNet, and the price is 5 cents, but the volume is several million. This price is a bit high. Except for big customers, most large suppliers will not lower themselves too much. . There are also some unspoken rules, which you are aware of. . I won't say much about this. |
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