China Mobile WINS CDMA group user scheme exposure

China Mobile WINS CDMA group user scheme exposure

"Now the CDMA network is still in the handover process, the sooner the plan is implemented, the more favorable for our future competition." "July 28, an insider from China Mobile's southern branch said to reporters.

The same day, Unicom and Telecommunications announced that the CDMA business and the transfer of assets signed a formal agreement, CDMA business, assets sold to the price of 43.8 billion yuan and 66.2 billion yuan respectively.

This shows China Telecom from the official operation of CDMA is another big step. According to the data disclosed by Unicom, as of June 30 this year, the total number of CDMA mobile users reached 43.169 million, including 39.943 million of the paid users. And according to reporters understand that China Telecom is currently receiving Unicom CDMA network for the intensive arrangements, such as the proposed issue of tens of billions of yuan corporate debt, equipment and terminal bidding.

And in the telecom, Unicom on the handover of CDMA network operation of the key moment, China Mobile's southern branch of a provincial company in the brewing of a highly targeted CDMA users bid, the content of charges, terminals, channels and other aspects of the substantial concessions.

The competition plan of local movement

"Mobile is currently the most powerful operators in China, fully capable of implementing this competition plan." "An industry veteran in the study of the Mobile Provincial branch of the competition plan, said to reporters.

This reporter to obtain this competition plan to "the second half work plan" form appears, the key content is in the group customer level, for CDMA users to compete.

The plan includes many aspects, and the first is tariffs. According to the reporter understand, move the branch to consider, in the CDMA existing charges under the same conditions, consider the user competing needs, synchronous give 10% discount.

It is noteworthy that CDMA users are now using the CDMA mobile phone can not be directly used in mobile currently owned GSM network, moving to win these users, no doubt need to consider terminal problems. In this regard, the South Branch in the competition in the proposal, consider the need for users to update the terminal, give the same subsidies, such as the equivalent of GSM mobile phone or equivalent value of the kind.

Even, move the branch to take into account the original CDMA customers are still in the agreement period, proposed by the company to pay customers to win the liquidated damages required.

In addition, the competition plan also proposed to increase the channel to win the user's remuneration policy, while rewarding direct marketing.

At present, China Mobile in the domestic mobile communications market occupies a large market share, the competitive advantage is obvious, and after this round of telecommunications restructuring, will inevitably face new Unicom, new Telecom Competition and user contention, especially with strong power in China Telecom in the reception of CDMA network, will become a mobile communications market can not be ignored in the emerging power.

Senior telecommunications industry insiders believe that the current telecommunications and Unicom is the reorganization of the CDMA network handover and preparation, the mobile branch of the company proposed the user's bid for the scheme, is clearly a fancy to the market "vacuum period."

According to the reporter understand, the mobile branch of the competition plan will be divided into three stages: the first batch of customers to have established customer relations, more than 50 members of hundreds of groups of customers to compete, the second group of established relations with the remaining customers, and finally to all over 10 members of the group of customers to win the bid.

"We haven't officially implemented the plan yet, and we're still waiting for approval from our superiors," he said. "The mobile branch insider mentioned above said to reporters, in order to implement this project, the CDMA users ' competing plan needs the permission and cooperation of many resources, such as the extension of the terminal subsidy cost, the cost of paying the customer liquidated damages, the agent remuneration and direct selling rewards of the incremental part, and the number resources needed by the customer to transfer the network.

The person told reporters that the company hopes that the user's bid to win the project can achieve more than 50% of the number of target users.

Aim for the "vacuum period"

"The advantage of the mobile business is the high-end areas of mobility, including the group and individual users, the future of telecommunications to take over the C network, in this piece will inevitably have a certain impact on the mobile." "China Gold Securities and communications industry analyst Chen Yunhong that the move is intended to pre-empt."

There are insiders believe that the future, the new Unicom, New Telecom, new mobile three operators around the user competition will be constantly introduced targeted marketing policies.

The industry said that in the country, mobile in fact has been competing for unicom G, c net users. Public data show that the total assets of Unicom CDMA business as at the end of 2006 and the end of 2007 respectively, 10.29 billion yuan and 12.14 billion yuan, the CDMA business pre-tax profit in 2006 and 2007 respectively for 345 million yuan and 466 million yuan. By the end of 2007, the total number of users of the 369 million households, a net increase of 68 million households, annual growth rate of 22.6%, the market share of 69.3%.

Chen Yunhong said, "from the announcement of restructuring to the current period of time, C network or Unicom, the two sides to the end of July to sign the contract, September will really start the transfer of personnel and the network." "Therefore, this period of time for the C-net user development is a vacuum period."

According to the reporter understand, starting from the end of June this year, China Telecom sent a number of investigation teams nationwide, to all the C net assets, users, income and other circumstances due diligence. However, because of Unicom's C and G network has been taking a "common site" approach, in most areas use the same room, so it also brought a certain degree of difficulty in the inventory work. At the same time, the complex tariff system and the user quality investigation will cost a lot of time.

A telecom employee who participates in the China Unicom CDMA network assets due diligence estimates that the entire due diligence will be completed by the end of July, and that the carrier's official CDMA operations are expected to take place by October this year.

However, China Telecom has already started a rainy day. In addition to accelerating the integration process, telecommunications, the recent frequent movements, has begun to prepare for the operation of the C network.

June 19, China Telecom first called the CDMA terminal provider for internal communication; July 7, began to recruit 420 network optimization talent nationwide; July 8, China Telecom as director of the official admission to the CDMA Development organization CDG;7 Month 9th, telecom start high standard C-network equipment testing ...

Some people in the industry said that the future telecom in the operation of CDMA networks, in addition to the mobile operators such as the market for similar competition, but also need to solve a lot of their own problems, such as the price of CDMA terminals, as well as the optimization of the network.

Competitive conjecture

"I think the key to moving the future is not how to compete for other people's customers, but how to hold on to their results." "Chen Yunhong believes that by moving to the existing users of other operators, they should also prevent the loss of their own users, especially in the high-end areas of the mobile business, such as group customers.

China Mobile's 2007 annual report shows that as of the end of 2007, its total number of customers reached 2.12 million, into the group account management of individual users accounted for 29.2% of the total number of users.

Some industry analysts believe that "at present, a large number of enterprises and enterprises are now in the mobile hand, the future has a full business of the new Telecom, the new unicom will be through the combination of marketing methods, greatly threatening its part of the customer stock." ”

The analyst predicts that without aggressive marketing efforts, there is likely to be a large number of existing users moving out of the net, "even if they do not leave the net, the cost and energy of mobile maintenance customers will be greatly increased."

At present, the mobile has begun to increase the investment in this area, for example, for High-value key customers, always pay attention to competitor's marketing policy, for the breakdown of customer types to develop different retention plans, to target customers to achieve more than 95% of the retention rate.

For telecommunications, broadband data services and customer resources in the home and group customer markets are their greatest strengths. "Telecom relies on the fixed network Broadband Group customers monopoly advantage, supporting the introduction of mobile business, will be a strong threat to mobile business market." "There are operators who point out. In addition, the integration of the original China Unicom G net assets and Netcom's new Unicom, can also use fixed network, mobile integrated program to develop large customers, accelerate the pace of gongchenglvede.

In addition, Chen Yunhong said, "in the long-term trend, voice business growth is declining, and data business is the focus of future competition, and mobile data business will occupy an increasingly large proportion." "It's clear that the next three operators will face the pressure of innovative operations and a new business model in addition to the competition from users."