China Telecom re-war 3G moves thousand Intelligence machine: Brewing Direct supply mode

Cheng Jurong "This is a special product of special period. "September 19, sitting opposite our correspondent, ZTE Mobile phone product System CDMA Terminal General manager Li Jichao so evaluation of its cooperation with China Telecom development of the latest 3G smartphone.　　The same day, China Telecom combined ZTE, Huawei launched the first batch of thousands of 3G smartphones, in order to stimulate the 3G terminal sales. The so-called "special products", refers to this model based on the EVDO and android2.1 operating system of smartphones, the first time in the domestic price of 3G intelligent machines to below the thousand yuan.　　This is considered by the industry, China Telecom to stimulate the 3G terminal sales of another move. The related background is that China Telecom is encountering the "special period" of the 3G development--According to China Telecom (0728.HK) 2010.5 Annual report data, as of the first half of this year, China Telecom 3G users total of 7.18 million households,　　Compared to the same period, China Mobile's 10.46 million households and 7.56 million Chinese Unicom, the three major operators in the last seat. "Low varieties, high prices, is the development of China Telecom 3G users one of the bottlenecks." "Telecom industry analyst Liang.　　Therefore, how to let more manufacturers participate in the CDMA industry chain, has been China Telecom to break through the bottleneck of the top priority of 3G. More than this, this reporter obtained the latest news that China Telecom is focusing on the channel mode of change, that is, change the past state package, the level of the package, force to push the direct supply model.　　Hope to make more profits to the retail terminal to pull sales. 3G Smart Machine for the first time to break thousands of China Telecom centralized procurement of 300,000 parts of the Android smart 3G mobile phones, which is its history of the largest 3G smartphone procurement.　　ZTE, Huawei's first batch of shortlisted manufacturers, of which ZTE won 80% of the share.　　Among them, the first batch of 3G smartphones within thousand yuan, will be officially listed at the end of September, and in China Telecom Business Hall and social channels at the same time sales. In fact, as early as this June, in Dongguan, Guangdong province, held in "China Telecom Tianyi 3G mobile Phone Fair" on, China Telecom Tianyi Terminal Company to determine the "thousand 3G Intelligent Terminal" development plan.　　Since then, China Telecom Tianyi Terminal Management Center director Madaujie a line, pro-Shanghai Zhongxing Communications Research and Development Center, to discuss "thousand 3G intelligent Machine" research and development cooperation. "The first group of partners selected ZTE, Huawei, and the cost advantages of the two major telecommunications equipment providers." Li Jichao told reporters, ZTE in the development of CDMA terminals, has a considerable technical accumulation. Especially in the low-end CDMA handset terminal product line, ZTE Advantage is obvious.　　The first half of this year, ZTE CDMA mobile phones to achieve global shipments of more than 10 million, of which the vast majority of low-cost mobile phones. A noteworthy detail is that the 3G smart machine within the first thousand is not as low as its configuration.　　ZTE and Huawei's two smartphones are all based on the Android 2.1 operating system, one of ZTE's high MSM7627 high-end chips. KnowEQ analysis, the use of similar configuration of smart machine products its profit is extremely low. In response, Li Jichao unwilling to respond positively, saying only: "This is a strategic product, profit is not the only purpose." "This is the first batch of 3G smartphone project in China Telecom, followed by the introduction of a variety of similar products, the main focus on the universal 3G market."　　"Madaujie introduced. "Less products, high price" dilemma "3G is the advantage of data services, which is also China Telecom is eager to break through the business area.　　Li Jichao introduced, according to research, EVDO mobile phone data service traffic is about 10 times times the CDMA mobile phone, "and smartphone data business consumption of dozens of times times." The development of more smartphone terminals in order to quickly enhance the operator's data business scale.　　But for China Telecom, the CDMA terminal "product is few, the price is high" has been the predicament that it faces. "Reduce the threshold of 3G intelligent machines, become China Telecom to expand the 3G data business, the first strategy."　　"Liang that more users have a terminal to use the data business, not just a voice phone, become the telecom follow-up 3G data business development premise." In this context, China Telecom and a number of terminal manufacturers to contact, hoping to jointly reduce the threshold of 3G smart phone entry "."　　In fact, the low price intelligent machine behind the launch, is the Chinese telecom Terminal product hierarchy of the big strategy.　　According to Madaujie, China Telecom has planned four product lines: One is the popular mobile phone, the price is within 1000 yuan, the second is fashionable, price at about 1500 yuan, three high-end business machine, and finally the flagship, "is the most top mobile phone."　　This reporter learned that, in addition to ZTE, Huawei, there are more than CDMA handset manufacturers, in the brewing low-cost 3G smartphone.　　Tianyu Lanton Vice President Xiaojiu told reporters that its plans in the end of the year, the introduction of the Android based smartphone, price in the Thousand Yuan. And a focus on high-end brand market, Woo-long cool faction, is also planning low-end smart machine product line. "We will soon launch a price of 1000 yuan to 1500 yuan between the smart machine products."　　"Woo Dragon cool faction brand marketing director Gouyon told reporters.　　Related to a realistic dilemma is that, in the face of China Telecom, both high-end smart phone product line, within the thousand-yuan intelligent machine listing, will undoubtedly be on the existing product line to form a "left-right mutual stroke." "The listing of Low-cost smartphones will create pressure on high-end smartphone sales and the entire smart-machine industry's profits."　　"In Liang's view, how to balance the pros and cons is a key point for operators to consider."　　Gouyon that the Low-cost smart machine is mainly for students and other low consumer groups, and cool and other high-end brands targeted by the business customer base does not phase.　　It is the change of the channel mode of China Telecom that the direct supply model is brewing and the low price strategy of the intelligent machine is parallel.　　China Telecom in accordance with the channel mode, by the sky-wing Terminal Company to undertake the country package, and then through its provincial, the level of the company layer down. "PastChannel mode, the intermediate link allocation of excessive profits.　　"A familiar China Telecom sales channel insiders told reporters, because of the CDMA phone itself there is" less products, high prices, "the reality of the predicament, often retail terminal promotion is more difficult, such as no higher profit incentives, its sales power is insufficient. In this context, China Telecom is brewing a channel change.　　This reporter from a number of companies with China Telecom has deep cooperation with the terminal manufacturers learned that China Telecom is actively promoting the "direct supply model"-that is, by the sky-wing terminal Company directly to the retail terminal supply. "Telecom wants to make profits as far as possible to the retail terminals, in order to mobilize the CDMA network mobile phone sales enthusiasm." "A number of CDMA terminal manufacturers said:" Specific channels of new deal rules, is expected by the end of September or early October, will come out.　　In fact, allowing more social channels to participate in CDMA terminal Sales has been one of the goals of China Telecom channel Development. "In order to encourage social channel providers, we implement social channels and our own business hall to enjoy the same policy." "Madaujie introduction, in order to allow more social channel support, China Telecom will subsidize conversion to terminal vouchers, consumers can rely on terminal vouchers to any of China's terminal cooperation channel partners to buy CDMA mobile phones."