Shulou(Shulou.com)11/24 Report--

Have you ever had a similar experience? as soon as you click on an App, the opening advertisement comes into view, your hand shakes and jumps to another App, but you can't find the button if you want to return it, you have to watch the ad or download App forcefully. After multiple software redirects, you forget what you want to do when you turn on the phone in the first place.

In this regard, many users said that they could not bear its disturbance, and the number of user complaints against the "random jump" problem continued to rise. When will the wind of "jumping around" of mobile phone App stop?

It is understood that for the "random jump" phenomenon, regulators have already begun to rectify. As early as November 2021, the Ministry of Industry and Information Technology made it clear in the notice on carrying out Information and Communication Services Awareness Promotion Action (hereinafter referred to as "the notice") that all Internet enterprises should set up obvious and effective close buttons in their App open screen information and pop-up window information windows, so that users can "find and close", and shall not use full-screen pictures, videos, etc., as jump links. Mislead the user to click. As soon as the notice was issued, it achieved obvious governance results. According to the statistics of the Ministry of Industry and Information Technology, by the end of 2021, the problem of App pop-up window information "cannot be turned off and jumps randomly" has been basically solved. However, there are policies at the top and countermeasures at the bottom, and the problem of "random jumping" on the App screen has not come to an end. App manufacturers began to work on the "standard" gyroscopes and accelerometers in smartphones, developing new ad jump mechanisms such as "Shake". The "shake" function of some App is so sensitive that users may jump to advertisements or even download App with a little shaking during walking and riding. This has triggered another wave of complaints from the majority of users.

In order to thoroughly rectify the phenomenon of random jumping, the Ministry of Industry and Information Technology has made another heavy fist. Recently, under the guidance of the Ministry of Industry and Information Technology, China Information and Communication Institute and Telecom Terminal Industry Association jointly formulated and issued the Evaluation Code for the Protection of App users' Rights and interests part 7: deception, misleading and coercive behavior (hereinafter referred to as "norms"), in order to deal with the problem of App "random jump".

First, the obligation of explicit disclosure should be strengthened, and the interactive actions to be carried out or triggered and the expected results should be clearly indicated to the user. The second is to refine the parameter settings, setting the acceleration of the "shake" action to not less than 15m per square second, the rotation angle not less than 35 degrees, the operation time not less than 3 seconds and a series of reference values, such as walking, riding, picking up and putting down the terminal equipment and other daily life scenes, the information window will not be triggered by mistake and jump. The third is to protect the user's right to choose, without the user's active choice and consent, shall not be forced to download, install, open App, shall not use deceptive and misleading pictures, text and links for page jump or use third-party App.

"the introduction of the 'norms' not only raises the trigger threshold for the 'shake' behavior of open-screen advertising, but also makes it clear that relevant advertising companies should strengthen the obligation of explicit disclosure and protect users' right to choose. Such targeted standards have undoubtedly played a positive role in improving the trend of" random jumping "in opening the screen." An expert in the information and communications industry spoke to all-media reporters in the communications world.

Why has the phenomenon of "random jumping" been banned again and again? The reason is still driven by commercial interests. According to people familiar with the matter, for small and medium-sized App development enterprises, open-screen advertising revenue can account for 40% or even 50% of their total income, which is their core source of income. The conversion rate of open-screen advertising is an important indicator for advertisers to measure the effectiveness of delivery, which will directly affect the income of App development enterprises. This is not difficult to explain why App open-screen advertising "random jump" phenomenon has been banned repeatedly.

However, enterprises should not be tempted crazily on the edge of regulation for the sake of interests, and should take a long-term view and use content to drive users' consumption. For enterprises, advertising "random jump" reappearance repeatedly, the cold is the hearts of the majority of users. In the long run, companies also need to improve the attractiveness of their products and services, so that consumers have a stronger willingness to pay, rather than relying on advertising or pre-installed App to make a profit.

In the specific governance process, the regulatory authorities should also implement classified measures for small and medium-sized App development enterprises, especially those with advertising as the core or all income App enterprises should be precise control, implement the management mechanism of who operates, who benefits, who is responsible, and even consider stopping operation, sealing IP and other penalties for enterprises that do not change after repeated teachings.

It is better to cure the symptoms than to get to the root of the problem, Yang Guang, senior chief analyst at Omdia, said in an interview. In order to stop this phenomenon, we should discuss how to eliminate the problem from the root cause on the basis of protecting consumers' right to know and choice. Market supervision is a process of repeated games, the relevant standards can be further improved, and the relevant laws and regulations can also strengthen the intensity of punishment, so as to effectively protect the rights and interests of consumers. Admittedly, the introduction of the new "norms" will promote App industry governance to take another big step forward, I believe that the future App "random jump" wind is expected to stop.

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