2015 terminal market three operators ready to do what?

November 5, 2014, December 19, December 23, China Unicom, Chinese Mobile, Telecom has held a terminal industry chain conference, announced the 2015 terminal strategy. Although in terms of sales target, subsidy resources, customization requirements, similar to previous years, but also some worthy of attention, the comparative interpretation is as follows:

Did the sales target of three operators in 2014 be achieved?

Target situation: China Mobile sales target 220 million, of which 4G terminal 100 million. China Telecom sales target 100 million, of which the 4G terminal 35 million. China Unicom in the industry chain conference contract sales are 188 million, of which 42m+lte terminal 100 million.

Achieved: According to research company data, 2014 domestic overall market terminal sales estimated 420 million. China Mobile sales of about 240 million, of which 4G terminal sales of nearly 100 million, to achieve the goal. China Telecom terminal Sales 80 million, the completion of the target of 80%, did not disclose the 4G terminal sales; Interestingly, China Telecom 2013, 2014, 2015 sales target is 100 million, and 2013, 2014 completed are 80 million, break 100 million or a bit difficult. China Unicom total sales of 100 million, from the completion of the target still has a certain gap; China Unicom at the end of the year abandoned the 3G/4G integration strategy established at the beginning, the new dual 4G plan.

Second, 2015 three operators sales target and the amount of subsidy resources?

Target situation: China Mobile Terminal sales target 250 million, 4G terminal sales target 200 million, accounting for 4G market 70%, compared with 2014, the goal of promotion, China Mobile wants to grasp 4G first advantage, big on fast dry. China Unicom only put forward a dual 4G terminal sales target 100 million, for 3G terminals, functional machines have no target requirements, compared with 2014, the goal is reduced, but in the 4G strategy, differentiation strategy is obvious. China Telecom proposed the total sales target of 100 million, compared with 2014, the goal is flat, including 10 million function machines, no clear 4G sales target requirements. China Telecom seems to lack confidence in the 4G. It is no wonder that the disadvantage of the network, so that China Telecom has the feeling of hard to exert their fists.

Subsidized resources: three subsidies totaling over 40 billion yuan. China Telecom invests 16 billion yuan, 600 million yuan direct subsidy manufacturer, 3 billion yuan special subsidy channel, 12.4 billion yuan supports the machine to complement the contract. China Unicom invested 5 billion yuan, as the "dual 4G terminal million club" special terminal subsidy and terminal remuneration, focusing on promoting 10 products sales more than 1 million units, in addition, also announced that will provide 1.5 billion yuan fee subsidy.

China Mobile did not disclose subsidy resources, according to various aspects of marketing costs in the case of pressure drop for preliminary estimates. 2013 China Mobile subsidy 26.3 billion yuan, two times pressure drop 20% after 17 billion yuan. In addition, similar to Unicom, there is a certain size of the fee subsidy.

Third, the social channel has received unprecedented attention, three operators have what moves?

With the change of external environment, operators are also reducing the sales share of their own channels, giving full play to the lever of resources such as remuneration, and leveraging the rapid development of social channels. The common strategy of three operators are: all for the social channel for the remuneration subsidy, the fee subsidy, the amount is different, such as China Telecom explicitly put out 3 billion yuan as a special channel remuneration, and establish mutual trust, the whole guarantee mechanism. To the deep partners to provide financial services, further binding relations, such as China Mobile proposed joint Pudong and other financial institutions, according to channel cooperation, the provision of financial solutions to the sale. It can be seen that three in the core channel business, the key partners to work more.

For small and medium channel business this long tail market, also need special attention. Three operators are also aware of this business opportunity, have launched a business-to-business platform, China Mobile has a terminal company Business-to-business platform, China Telecom has direct supply system, Chinese unicom is the Woy purchase platform. From the platform's brand publicity, customer development, trading situation, and so on, China Unicom walked in front, has developed more than 200,000 customers, can effectively grasp the long tail force, improve resource use efficiency. Why is China Unicom running in the front? I think, on the one hand, Unicom's electronic channel centralized development has been in the three operators in the lead, on the other hand, Unicom terminal format is more mature, no need to vigorously cultivate the industrial chain, a higher degree of socialization.

Four, into the full netcom mobile phone era, three operators should spell what?

Full-netcom mobile phone refers to, while supporting a number of carrier-standard mobile phones. For the full Netcom direct terminal subsidy effect is poor, users can be replaced at any time the competitive card number. According to the market research company Connaught Data, 2015 total netcom mobile phone market share is expected to reach 37%. So for the full netcom mobile phone sales, three operators should spell what?

One is to spell the network, this is the service base. For the same terminal, if the user to consider the replacement operator services, the first consideration is often the network situation, that is, good signal. In this regard, China Mobile occupies the first advantage.

The second is to spell marketing, this is an important means. The network is good, the service becomes not, often also has the objective factor to play the role, for instance the marketing is effective, may also obtain the customer favor. China Unicom's flagship "double 4G" gimmick, is to win in the marketing of a chip.

Three is to fight the resources, this is the implementation of security. In the network, marketing resources are no longer introduced, the end of the channel as contact with customers the last link, is a battleground. China Telecom has been the main mobile phone, investment resources, the whole channel to push the entire netcom mobile phone, providing machine and word replenishment and end-fund policy support. China Mobile and Unicom provide a certain fee subsidy, but the strength is weaker than telecommunications.

Where to go for custom phones?

Marketing cost pressure drop, all netcom mobile phone trends, terminal manufacturers to operators, etc., so that the market share of customized handsets has been declining, although the three operators A, B library test is still in, but the direction of customized mobile phones in the transformation, from fully oriented to its own business to promote customization to the direction of customization to the user orientation. Analysis of three terminal strategies can draw the following points:

First, the strategy for the promotion of business, still adopt a customized approach. such as China Mobile to promote the integration of communications services, focusing on the use of native customization methods. China Telecom's custom machine and broadband business together for the integration of sales.

Second, customization will be the guarantee of the quality of the terminal. Custom terminals can obtain more subsidy resources, experience the storage test is also more stringent. such as China Mobile in the communications, user experience, quality, security, business, management and many other dimensions have put forward the customization requirements, and the establishment of a strict system of warehousing management. Through monitoring data, China Mobile found that the quality of custom terminals in hot-selling models is generally better than that of non custom terminals, and custom terminals will gradually form a good reputation for quality.

Third, user-oriented business needs customization. This customization in the Internet Enterprise application more, such as Jingdong deep custom Jdphone mobile phone, Archie Art and honor customized video phone and so on. China Mobile and its manufacturers jointly launched personalized customized marketing services, including customized high-definition video mobile phones, mobile payment mobile phones, Ashes player mobile phones.