Operators' control of terminal depth has become mainstream in the 3G era. However, China Telecom, which was supposed to be highly dependent on C&C, had a tactical swing at this time.
BladeV880, the overseas market assessment sales have surpassed iPhone4's ZTE God Machine. From June onwards, China Unicom users can get the price of 999 yuan, which is the so-called thousand dollars intelligent machine.
Since last year, the three major operators have all increased the resources of thousands of smart machines to expand the size of 3G users. For example, the BladeV880, Unicom is a shot to sell 1 million.
The proponent of this concept is actually China Telecom. The longest customization experience has made it sensitive to capture the attractiveness of smart phones. With the maturity of network and application conditions, it is no longer a rich toy, but a 3G user. The standard, a thousand-yuan smart machine that fits the consumption characteristics of the Chinese market is commonly accepted as a standard baseline by the three major operators.
However, behind the sudden drop in terminal prices, it is the cost of large-scale gathering and flattening channels.
According to a source from the ZTE Mobile Phone Division, the cost of the BladeV880 has actually exceeded RMB 1,000. The company can only negotiate with the upstream and downstream parties to reduce the cost because of its million-dollar scale. One of the four major national commercials of Tianyin Communications also said that if this cell phone is represented by a channel agent, the shipping price must be at least 1,500 yuan.
This kind of depth control from the operator to the terminal has become the mainstream model in the 3G era. The most obvious figure is that China Mobile, which is not mature enough in the industry chain, and China Unicom, which is mature enough, have a fairly close terminal subsidies budget of RMB 17.5 billion and RMB 18 billion respectively in 2011. China Mobile is throwing out a large list of 12.2 million TD cell phones in the first quarter. In contrast, China Telecom, which is highly dependent on centralized procurement, is hardly able to see the mega-capital-gathering project.
Intensified coal mining slows China Telecom’s growth
According to Sino-company data, the compound growth rate of Tianyi EVDO cell phone in the first quarter was lower than that of two rivals. Its market share declined for three consecutive months. In March, it was also overtaken by TD. China Telecom’s cell phone handset sales lag overall behind its competitors.
At the same time, the data shows that the growth of TD mobile phone sales in the first quarter mainly relied on the sales of medium and low-end collectors, which pose an important threat to the sales of EVDO handsets. At the same time, China Mobile launched 12.2 million medium- and high-end tenders in the first quarter to increase the proportion of international brands.
China Unicom has also significantly increased the scope of non-iPhone terminal acquisition and subsidies, a total of 38 mobile phones were collected in the first quarter, with sales exceeding 4 million. Although EVDO is far ahead of its competitors in terms of number of models, it sold 248 models in February, which is higher than TD72 models and higher than WCDMA55 models. However, 3G market share only accounts for 27%, which is less than 30% of TD and 43% of WCDMA. .
In terms of management mechanism, although China Telecom relies on the original line-up of China Unicom Huasheng, and has a more complete system and rich experience in custom terminals, its rivals have already copied this system according to their own characteristics and seized the manufacturers through large-scale collection and acquisition. Resources.
On April 26, China Mobile officially formally established a wholly-owned subsidiary, China Mobile Communications Terminal Co., Ltd., formerly known as Dingxun Communications, a company holding shares of six companies, and China Mobile’s acquisition of other shareholders’ equity for 2.37% in March. It will become a wholly-owned subsidiary, and at the same time, it is also the terminal division of the group company, responsible for the customization, procurement and sales of TD terminals. It shows that China Mobile will implement a terminal strategy for full-line underwriting of the whole set of networks for a period of time.
Unicom Huasheng concentrated its resources and continuously launched strategic models such as the BladeV880. Together with the iPhone, it formed a comprehensive coverage of the high-end and low-end markets and used the subsidy from different star prices to seize market share in advance.
Lose the initiative in swing
Obviously, China Mobile and China Unicom’s approach is to use customized terminals to snatch customers and gain market share through subsidies and business customization. However, China Telecom, which originally relied heavily on centralized procurement, has oscillated its strategy at this time.
At present, China Telecom allows the country to operate more dominant products, increase the cost of channels, and does not have price advantage. The single-unit sales in all price segments are lost to rivals. The models are introduced, and hard models are required without emphasizing the stars. The machine shows that China Telecom’s terminal strategy at this stage focuses on the development channels and the number of manufacturers, and provides an opportunity for rivals eager to snatch users.
According to the BOCI International report, in the first quarter, 43% of China Telecom’s new subscribers were 3G subscribers, 50% of which were subscribers brought by smartphones, which resulted in a high 3GARPU value of China Telecom of RMB 90, but the overall market share. The smallest.
In fact, after China Telecom’s acquisition of China Unicom’s CDMA assets, there is a voice within the company that wants to break away from the original high-integration model and develop social channels. In particular, the provincial branches have a strong voice. However, in the past three years of practice, telecommunications have made it difficult for them to understand the following: The profit-making nature of social channels has brought with it a series of problems such as low-end machines, miscellaneous brands, after-sales services, and kits, which have seriously affected the Tianyi brand. "This is the price of relying on social channels too early," said a person in charge of a local telecommunications company.
From 2G to 3G, the overlap of services and terminals has deepened, and CDMA, which is not mature enough in the industrial chain, has not escaped the space for centralized procurement. Especially at present, under the unique 800 MHz frequency coverage advantage, China Telecom’s network coverage reputation is winning a valuable window period for it. However, if there is a lack of matching scale for the match, the advantage cannot be passed from the terminal to the user, and it may eventually lead to the disruption of the industrial chain.
"China Telecom should strengthen its centralized procurement and increase the scope of its brand and establish its confidence in the industry chain." Domestic mobile phone companies and letter makers are vocal.
Guangdong Telecom believes that in the era of smart machines, operators should further strengthen the management of terminals, and even bind with distinctive services rather than simply socializing. Excessive socialization, operators will completely lose control of the terminal and the user, is not conducive to follow-up development.
Even so, the adversary is still relying on the advantages of collective procurement, raising the threshold of competition. When China Unicom launched the BladeV880, it redefined the concept of a smart machine, namely a 600MHz frequency processor and a 3.5-inch capacitive touchscreen, while most of China Telecom and China Mobile's entry-level intelligent machines are only 200-400MHz frequency processors and 3-inch touchscreens. the following.
"We just want to raise the 3G experience standard and push down the price," said Yu Yingtao, general manager of China Unicom's sales department. Behind all this, only large-scale integration is adopted.
â– Three major operator terminal strategies
China Telecom: Encouraging Socialization
The weakness of the CDMA industry chain is the biggest challenge facing the development of mobile services after China Telecom has taken over the C network. Compared with the second-generation G-network mobile phones and the third-generation WCDMA mobile phones, the lack of C-network terminals restricts China Telecom’s development of mobile services. In the 3G era, the terminal's appeal to users is increasing. Therefore, China Telecom must take the CDMA industry chain as its top priority.
Initially, the acquisition of C network, the G network market is almost saturated, the industry is full of doubt about whether China Telecom can do a good job of CDMA, so China Telecom will transform its own business hall and direct sales channels into a mobile phone store, organize mobile phone bidding, provide high subsidies For the C network industry chain has established confidence.
As we all know, the prosperity of the industrial chain cannot rely on an operator or a certain manufacturer alone. Only if it benefits the entire industry, the industry will grow. In the second half of 2009, China Telecom began to implement C-net terminal socialization operations step by step, including procurement, sales, and channels. In April of this year, China Telecom cooperated with four major mobile phone countries to provide business, and the socialization operation level further deepened. China Telecom encourages the country to distribute goods directly to retail stores, reducing intermediate links, and encourages national generation companies to directly customize mobile phones to terminal manufacturers based on consumer preferences. The role of China Telecom will gradually move from the front to the back of the scene.
In 2011, China Telecom was defined as the smart phone year. It will push several flagship EVDO smartphones and mid-range thousand yuan 3G smart machines, and promised no change in subsidies. In the future, China Telecom will also guide the standardization of CDMA terminals, promote the cooperation between CDMA terminal chip manufacturers and the industry chain, and increase the innovation in the industrial chain such as core chips, operating systems, and industrial applications.
China Mobile: Accelerating TD Terminal Acquisition
The development of TD-SCDMA industry will largely depend on the terminal. However, because TD technology itself is not mature enough, the hesitation and wait-and-see of mainstream manufacturers on TD terminals cannot satisfy China Mobile. In fact, many end-user companies only pay for it, investing in TD industry without asking for a return, but their survival is not satisfactory.
On the one hand, China Mobile has twice issued special incentive funds for TD terminals, including special incentives for TD wireless deskphones. It is hoped that the industry chain will increase investment in TD terminals. On the other hand, independent research and development launched OPhone operating system. One year later, the quality of TD terminals, especially TD chips, has improved. But the problem that comes with it is that the price of TD terminals is going up all the way.
Therefore, after experiencing the twists and turns in bringing TD-SCDMA into marketization, China Mobile once again throw out 6 million TD-CMMB terminals to collect large orders, in order to activate the scale of mass production and reduce the price of TD mobile phones. In 2011, China Mobile's TD-SCDMA terminal will reach a combined production scale of 30 million units, and it will push for mid-to-high-end integrated mining, universal cluster mining, landline cluster mining, tablet computer cluster mining, and special terminal cluster mining, and further reduce terminal prices.
China Unicom: Star models grab the market
Thanks to the mature WCDMA industry chain, China Unicom does not need to push socialization of terminal operations as much as China Telecom, nor does it need to mobilize industrial enthusiasm for large-scale single-collection mining, as China Mobile has highly subsidized TD terminals. However, China Unicom is not completely able to sit back and relax. 2G era China Unicom users ARPU value is not high, Unicom seems to have become synonymous with low-end. Therefore, in the 3G era, China Unicom has taken the road to rely on celebrity mobile phones to enhance the quality of users.
Hand in hand iPhone is China Unicom's most successful terminal strategy. It successfully turns an industry event into a public topic and is a watershed for Unicom to reverse its brand image. However, the hot sales of the iPhone did not bring huge profits to Unicom. On the contrary, due to Apple's strong and high subsidy costs, China Unicom's profitability has not improved. Unicom is also fully aware that relying on the iPhone alone can only win the aura and cannot earn the "rice bowl." So after the iPhone, China Unicom joined hands with music phones, BlackBerrys, and other star phones, adhering to an open mind, willing to "with bells."
China Unicom's other endeavor is the WoPhone operating system launched earlier this year. It is entirely based on independent intellectual property R&D, and China Unicom will also provide WoPhone with a maximum amount of subsidies.
In 2011, China Unicom focused on high-end, high-end mobile phones, while simultaneously pushing for large-screen smart phones under 1,000 yuan.
BladeV880, the overseas market assessment sales have surpassed iPhone4's ZTE God Machine. From June onwards, China Unicom users can get the price of 999 yuan, which is the so-called thousand dollars intelligent machine.
Since last year, the three major operators have all increased the resources of thousands of smart machines to expand the size of 3G users. For example, the BladeV880, Unicom is a shot to sell 1 million.
The proponent of this concept is actually China Telecom. The longest customization experience has made it sensitive to capture the attractiveness of smart phones. With the maturity of network and application conditions, it is no longer a rich toy, but a 3G user. The standard, a thousand-yuan smart machine that fits the consumption characteristics of the Chinese market is commonly accepted as a standard baseline by the three major operators.
However, behind the sudden drop in terminal prices, it is the cost of large-scale gathering and flattening channels.
According to a source from the ZTE Mobile Phone Division, the cost of the BladeV880 has actually exceeded RMB 1,000. The company can only negotiate with the upstream and downstream parties to reduce the cost because of its million-dollar scale. One of the four major national commercials of Tianyin Communications also said that if this cell phone is represented by a channel agent, the shipping price must be at least 1,500 yuan.
This kind of depth control from the operator to the terminal has become the mainstream model in the 3G era. The most obvious figure is that China Mobile, which is not mature enough in the industry chain, and China Unicom, which is mature enough, have a fairly close terminal subsidies budget of RMB 17.5 billion and RMB 18 billion respectively in 2011. China Mobile is throwing out a large list of 12.2 million TD cell phones in the first quarter. In contrast, China Telecom, which is highly dependent on centralized procurement, is hardly able to see the mega-capital-gathering project.
Intensified coal mining slows China Telecom’s growth
According to Sino-company data, the compound growth rate of Tianyi EVDO cell phone in the first quarter was lower than that of two rivals. Its market share declined for three consecutive months. In March, it was also overtaken by TD. China Telecom’s cell phone handset sales lag overall behind its competitors.
At the same time, the data shows that the growth of TD mobile phone sales in the first quarter mainly relied on the sales of medium and low-end collectors, which pose an important threat to the sales of EVDO handsets. At the same time, China Mobile launched 12.2 million medium- and high-end tenders in the first quarter to increase the proportion of international brands.
China Unicom has also significantly increased the scope of non-iPhone terminal acquisition and subsidies, a total of 38 mobile phones were collected in the first quarter, with sales exceeding 4 million. Although EVDO is far ahead of its competitors in terms of number of models, it sold 248 models in February, which is higher than TD72 models and higher than WCDMA55 models. However, 3G market share only accounts for 27%, which is less than 30% of TD and 43% of WCDMA. .
In terms of management mechanism, although China Telecom relies on the original line-up of China Unicom Huasheng, and has a more complete system and rich experience in custom terminals, its rivals have already copied this system according to their own characteristics and seized the manufacturers through large-scale collection and acquisition. Resources.
On April 26, China Mobile officially formally established a wholly-owned subsidiary, China Mobile Communications Terminal Co., Ltd., formerly known as Dingxun Communications, a company holding shares of six companies, and China Mobile’s acquisition of other shareholders’ equity for 2.37% in March. It will become a wholly-owned subsidiary, and at the same time, it is also the terminal division of the group company, responsible for the customization, procurement and sales of TD terminals. It shows that China Mobile will implement a terminal strategy for full-line underwriting of the whole set of networks for a period of time.
Unicom Huasheng concentrated its resources and continuously launched strategic models such as the BladeV880. Together with the iPhone, it formed a comprehensive coverage of the high-end and low-end markets and used the subsidy from different star prices to seize market share in advance.
Lose the initiative in swing
Obviously, China Mobile and China Unicom’s approach is to use customized terminals to snatch customers and gain market share through subsidies and business customization. However, China Telecom, which originally relied heavily on centralized procurement, has oscillated its strategy at this time.
At present, China Telecom allows the country to operate more dominant products, increase the cost of channels, and does not have price advantage. The single-unit sales in all price segments are lost to rivals. The models are introduced, and hard models are required without emphasizing the stars. The machine shows that China Telecom’s terminal strategy at this stage focuses on the development channels and the number of manufacturers, and provides an opportunity for rivals eager to snatch users.
According to the BOCI International report, in the first quarter, 43% of China Telecom’s new subscribers were 3G subscribers, 50% of which were subscribers brought by smartphones, which resulted in a high 3GARPU value of China Telecom of RMB 90, but the overall market share. The smallest.
In fact, after China Telecom’s acquisition of China Unicom’s CDMA assets, there is a voice within the company that wants to break away from the original high-integration model and develop social channels. In particular, the provincial branches have a strong voice. However, in the past three years of practice, telecommunications have made it difficult for them to understand the following: The profit-making nature of social channels has brought with it a series of problems such as low-end machines, miscellaneous brands, after-sales services, and kits, which have seriously affected the Tianyi brand. "This is the price of relying on social channels too early," said a person in charge of a local telecommunications company.
From 2G to 3G, the overlap of services and terminals has deepened, and CDMA, which is not mature enough in the industrial chain, has not escaped the space for centralized procurement. Especially at present, under the unique 800 MHz frequency coverage advantage, China Telecom’s network coverage reputation is winning a valuable window period for it. However, if there is a lack of matching scale for the match, the advantage cannot be passed from the terminal to the user, and it may eventually lead to the disruption of the industrial chain.
"China Telecom should strengthen its centralized procurement and increase the scope of its brand and establish its confidence in the industry chain." Domestic mobile phone companies and letter makers are vocal.
Guangdong Telecom believes that in the era of smart machines, operators should further strengthen the management of terminals, and even bind with distinctive services rather than simply socializing. Excessive socialization, operators will completely lose control of the terminal and the user, is not conducive to follow-up development.
Even so, the adversary is still relying on the advantages of collective procurement, raising the threshold of competition. When China Unicom launched the BladeV880, it redefined the concept of a smart machine, namely a 600MHz frequency processor and a 3.5-inch capacitive touchscreen, while most of China Telecom and China Mobile's entry-level intelligent machines are only 200-400MHz frequency processors and 3-inch touchscreens. the following.
"We just want to raise the 3G experience standard and push down the price," said Yu Yingtao, general manager of China Unicom's sales department. Behind all this, only large-scale integration is adopted.
â– Three major operator terminal strategies
China Telecom: Encouraging Socialization
The weakness of the CDMA industry chain is the biggest challenge facing the development of mobile services after China Telecom has taken over the C network. Compared with the second-generation G-network mobile phones and the third-generation WCDMA mobile phones, the lack of C-network terminals restricts China Telecom’s development of mobile services. In the 3G era, the terminal's appeal to users is increasing. Therefore, China Telecom must take the CDMA industry chain as its top priority.
Initially, the acquisition of C network, the G network market is almost saturated, the industry is full of doubt about whether China Telecom can do a good job of CDMA, so China Telecom will transform its own business hall and direct sales channels into a mobile phone store, organize mobile phone bidding, provide high subsidies For the C network industry chain has established confidence.
As we all know, the prosperity of the industrial chain cannot rely on an operator or a certain manufacturer alone. Only if it benefits the entire industry, the industry will grow. In the second half of 2009, China Telecom began to implement C-net terminal socialization operations step by step, including procurement, sales, and channels. In April of this year, China Telecom cooperated with four major mobile phone countries to provide business, and the socialization operation level further deepened. China Telecom encourages the country to distribute goods directly to retail stores, reducing intermediate links, and encourages national generation companies to directly customize mobile phones to terminal manufacturers based on consumer preferences. The role of China Telecom will gradually move from the front to the back of the scene.
In 2011, China Telecom was defined as the smart phone year. It will push several flagship EVDO smartphones and mid-range thousand yuan 3G smart machines, and promised no change in subsidies. In the future, China Telecom will also guide the standardization of CDMA terminals, promote the cooperation between CDMA terminal chip manufacturers and the industry chain, and increase the innovation in the industrial chain such as core chips, operating systems, and industrial applications.
China Mobile: Accelerating TD Terminal Acquisition
The development of TD-SCDMA industry will largely depend on the terminal. However, because TD technology itself is not mature enough, the hesitation and wait-and-see of mainstream manufacturers on TD terminals cannot satisfy China Mobile. In fact, many end-user companies only pay for it, investing in TD industry without asking for a return, but their survival is not satisfactory.
On the one hand, China Mobile has twice issued special incentive funds for TD terminals, including special incentives for TD wireless deskphones. It is hoped that the industry chain will increase investment in TD terminals. On the other hand, independent research and development launched OPhone operating system. One year later, the quality of TD terminals, especially TD chips, has improved. But the problem that comes with it is that the price of TD terminals is going up all the way.
Therefore, after experiencing the twists and turns in bringing TD-SCDMA into marketization, China Mobile once again throw out 6 million TD-CMMB terminals to collect large orders, in order to activate the scale of mass production and reduce the price of TD mobile phones. In 2011, China Mobile's TD-SCDMA terminal will reach a combined production scale of 30 million units, and it will push for mid-to-high-end integrated mining, universal cluster mining, landline cluster mining, tablet computer cluster mining, and special terminal cluster mining, and further reduce terminal prices.
China Unicom: Star models grab the market
Thanks to the mature WCDMA industry chain, China Unicom does not need to push socialization of terminal operations as much as China Telecom, nor does it need to mobilize industrial enthusiasm for large-scale single-collection mining, as China Mobile has highly subsidized TD terminals. However, China Unicom is not completely able to sit back and relax. 2G era China Unicom users ARPU value is not high, Unicom seems to have become synonymous with low-end. Therefore, in the 3G era, China Unicom has taken the road to rely on celebrity mobile phones to enhance the quality of users.
Hand in hand iPhone is China Unicom's most successful terminal strategy. It successfully turns an industry event into a public topic and is a watershed for Unicom to reverse its brand image. However, the hot sales of the iPhone did not bring huge profits to Unicom. On the contrary, due to Apple's strong and high subsidy costs, China Unicom's profitability has not improved. Unicom is also fully aware that relying on the iPhone alone can only win the aura and cannot earn the "rice bowl." So after the iPhone, China Unicom joined hands with music phones, BlackBerrys, and other star phones, adhering to an open mind, willing to "with bells."
China Unicom's other endeavor is the WoPhone operating system launched earlier this year. It is entirely based on independent intellectual property R&D, and China Unicom will also provide WoPhone with a maximum amount of subsidies.
In 2011, China Unicom focused on high-end, high-end mobile phones, while simultaneously pushing for large-screen smart phones under 1,000 yuan.
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