Review and prospect of CDMA business market operation

This year, the entire Chinese wireless business market competition is very fierce. With the shift of voice service to data service, the competition of voice service tends to homogeneity, and the new market gradually shifts to the low-end, so the competition between the two mobile operators is very fierce, and the two sides are becoming more and more fierce in the contention of the mobile business. In addition, the introduction of PHS makes the whole tariff has a downward trend, and PHS in the marketing aspect, frequently broke through some of the former restricted areas. But generally speaking,

, the whole competition pattern still takes two big operators as the main, and Unicom CDMA 1X's technical superiority should also be able to maintain for a year or two. So for the entire CDMA industry value chain, the recent year or two should be a very good opportunity for development. China Unicom today held the second Industrial value chain conference, is to hope that the entire industrial value chain of all aspects of joint efforts to seize this opportunity to enlarge the industry.

From the current 1-July, the whole company's business development is very healthy. Unicom's market share has reached 14.6% by the end of July, up 2.5% from the end of last year. The market occupies a very big part is the development of CDMA business brought. Unicom, a company so large, does not grow as slowly as a utility company does every year, with data from 1 to July showing that China Unicom is a high-growth High-tech company. Unicom grew at a rate of 48% in the first half of the year, well above the other three major telecom operators. By the end of June, Unicom's number of users around 11.6 million, ranked fifth in the world. But Unicom's growth rate, in the two quarter is 54%, far higher than the international several other CDMA operators. By the end of the quarter, the number of Unicom users will be more than 15 million, so that the end of this quarter Unicom's position can be a forward, more than Japan's KDDI, ranked fourth in the world. This shows that Unicom is far higher than any of the world's CDMA operators at the speed of development. (Computer science)

In the first half of this year, Unicom also faced a very big challenge. First, the Unicom CDMA network was built from last year, and the number of users actually grew in the fourth quarter of last year. Generally, other operators are in the 95A this network state to maintain a two years to upgrade, due to the situation of unicom a little special, CDMA network than other world operators to establish a little later, so at the end of the first quarter of this year, Unicom quickly upgraded the network from 95A to 1X, so that the time left to 95A network and mobile phone , only six months, resulting in the entire industrial value chain pressure, but also caused by the beginning of this year many terminal manufacturers inventory pressure. On the other hand, last year in order to quickly start the entire market, mainly by direct sales, business hall high-speed development. But in order to be able to the whole industrial value chain bigger, the early this year Unicom carried out a marketing model transfer. Marketing model transformation has two key indicators, one is from the Unicom to develop users, into a combination of many channels of agents to do this thing together. The second sign is that China Unicom has adopted the model of profit sharing and risk pooling, so that everyone put their resources into the industrial value chain, so that we can become a sustainable development of the business model, so that the resources of the whole society can be integrated to develop the industry. Unicom also encountered a difficulty in the two quarter due to the impact of SARS, a lot of work can not be carried out normally.

However, at the end of the first quarter Unicom network has been upgraded to 1X, the overall quality of the network than last year has a significant increase. At the beginning of the signing of Yao Ming as a "new time and Space" spokesperson, in the country's brand propaganda completely unified, in the airport, railway stations, city Center Square, the business hall everywhere can see Yao Ming as the symbol of the new space-time advertising, brand also greatly improved. By the end of the two quarter, the number of mobile phone prices and varieties compared with last year is also a great degree of improvement. But why is the speed of development at that time not come? According to repeated research, the main reason is that the marketing point was not enough. So the two quarter in time to start the channel battle, achieved a very high success rate. China Unicom at that time about 60,000 g net agents, Unicom hope that through the two-quarter efforts to channel penetration rate can reach 50%, Unicom also hope Unicom's first recommendation rate reached 75%. Unicom's business hall from less than 3000 households, developed to the end of the two quarter of 3500 households. Despite the impact of "SARS", Unicom's development in the two quarter is still far higher than the first quarter.

At the end of the second quarter when the "SARS" epidemic was basically under control, the "Green Hurricane" plan was launched in time. "Green Hurricane" is a company-wide nationwide promotional campaign in the history of China Unicom, making the three-quarter development momentum further improved. Four-quarter unicom will be the main push wireless data services, making the CDMA 1X advantage in the four quarter can be accepted by the vast number of users. Also mentioned, the reason for the three quarter to push the "green Hurricane" plan, but also from the protection of industrial value chain considerations. Because Unicom company 95A quickly upgraded to CDMA 1X network, so in the two quarter there are many channels, manufacturers have 95A mobile phone backlog. To improve the actual loading rate, at the same time in order to digest the industrial value chain of large-scale mobile phones, unicom feel must engage in a very large nationwide promotion, so that manufacturers hand terminals into Unicom users, and then the industry value chain only resources into the development of support for new business terminals, so that the entire industrial value chain operation can be smooth. From the current data, it basically achieves the desired goal. According to statistics, in the terminal manufacturers, channels hand inventory of 95A mobile phone has been basically digested, the entire industrial value chain smoothly from the original focus on 95A mobile phones to the next phase of a total of CDMA 1X value-added services.

From the data, Unicom has basically established a sustained and healthy business development model this year. By solving a marketing problem, rather than a simple promotion, Unicom's user increase is not a drastic, but a sustained and stable growth. According to the current growth trend, Unicom can complete 13 million new users this year.

From the beginning of April to launch the CDMA 1X commercial trial, July and the introduction of magic treasure and positioning of the star, early July officially announced the CDMA 1X into the normal operation. Just two months of formal operation, the interactive world of users have nearly 1 million, and the data show that all have CDMA 1X color mobile phone users, more than 40% have used the interactive world business. Although the color E, magic Treasure, the palm of the broadband technology is still relatively low, but as people familiar with these businesses, its vitality will increasingly show. Recently Unicom has also done a number of business presentations of the demo CD, Unicom hopes that all terminal manufacturers will soon be able to put this CD into the support of CDMA 1X business, so that all customers Unicom bought CDMA 1X new mobile phone will know how to use this mobile phone, expand the use of the face, So that the business in the vast number of users to obtain a very good response. The "Green Hurricane" project, which has just been mentioned, has come to an climax. The average number of user development in recent periods has exceeded 50,000. Channel battle has been very significant, retail channels have accounted for the main sales position. And with each factory and channel 95A cell phone digestion finished, I believe that the next manufacturers will be in the four quarter of the launch of CDMA 1X new mobile phones to support Unicom's business. According to forecasts, the total number of subscribers will reach 20 million by the end of 13 million in the year, second only to the United States. In a short span of two years, Unicom introduced CDMA into the Chinese market; in a short span of two years, with the development of Unicom business, with the CDMA industry chain to the Unicom company's support, the total number of users will reach the second place in the world. Through the industry chain effort, China Unicom is likely to overtake the US as the world's first CDMA operator by the end of next year.

Finally talk about the industrial value chain. Since the beginning of this year, Unicom has opened a joint meeting with handset terminal manufacturers. Unicom Marketing Department convened 19 meetings, then proposed the mode is unicom to contact the terminal channel manufacturers, but also to contact content service providers to jointly organize industrial value chain, we work together to make this industry bigger. Whether it is a content provider or a terminal channel vendor, are Unicom's strategic partners, since the beginning of this year, under the direction of the head of the headquarters, under the Ministry of Information Industry and the National Development and Reform Commission, China Unicom Marketing Department, value-added business department convened a monthly meeting of 19 manufacturers, unicom to the market requirements, Market forecasts, technical standards, new business launch time to the various manufacturers to do the communication, but also to listen to the various manufacturers of Unicom's request.