iphone subsidy shrinks operators ' cooperative attitude cold

Operators ' enthusiasm for the iphone is gradually cooling. September 20 This Friday, the latest iphone5s and IPHONE5C will be officially sold. As in previous years, operators have developed a detailed contract plan for the iphone, offering different package prices and different fee subsidies for users to choose from. Various channels are also actively in stock, hoping to take advantage of the first sale to make a fortune. In previous years, in addition to the Apple flagship store lined up long line of fruit powder and cattle, most of their own users will choose to go to the operator stores or other cooperative stores to buy "contract machine." Because operators provide the iphone with a hefty subsidy, it does take a lot of money to sign carrier packages compared to simply buying bare-metal. However, according to our correspondent to the telecom and Unicom for IPhone5S set up a detailed package plan, two operators of the iphone subsidies are "shrinking" a lot. In contrast to last year's iPhone5 release of the carrier package, subsidies generally reduced by more than 10%. The reason, operators for many years to "work" for Apple has been hit by a large number of costs, including huge fee subsidies and sky-high marketing costs, all of which are the operators themselves to pay the bill. In addition, as Apple goes down the altar, consumers ' enthusiasm for the iphone is also waning. "Admittedly iphone5s is still one of the best phones on the market, and it's a big part of our subsidy, but it's really not as important as the previous generations." "Unicom told reporters that on the one hand, the iphone in China has long been not unicom exclusive sales, this year will be moved to join, on the other hand, other brands of high-end products are gradually catching up. China Telecom's attitude toward the iphone is also changing. Two years ago when the first introduction of IPHONE4S, China Telecom is particularly hard, in order to steal from the Unicom, Telecom's marketing costs all the way up. However, "as the sales of IPhone5 in the past year have been far from expectations, telecoms has been more cautious about the promotion of 5s." Insiders told reporters. Reporters to interview some of the domestic channels to get the intuitive feeling is: the past generation of iphone products, consumers to iPhone4 enthusiasm reached the peak, and then gradually decline, the iphone5s is expected to be less enthusiastic than iPhone5. In fact, not only in China, global operators are lowering their commitment to the iphone. In the case of Telefónica, some overburdened operators have even cancelled subsidies for the iphone. Telecoms-unicom subsidies have shrunk in the past few years, operators have been willing to work for the iphone because the iphone has truly benefited them. The most obvious feeling is China Unicom. Rely on IPhone4, iphone4s and other products to introduce the generation, Unicom gradually from the hand dug a large number of high-end users, and successfully set up the Unicom 3G network in the eyes of the user a good image. But the price is the pressure of profit. Unicom isIn 2010, the introduction of IPhone4, according to its 2010-year earnings report, Unicom's total revenue of 171.3 billion yuan, year-on-year growth of 11.3%, net profit has fallen by nearly 60%. Among them, the cost of terminal sales increase is one of the important reasons for China Unicom's 2010-year profit decline. According to Unicom's calculation, the annual sales of communications products cost of 10.69 billion yuan, a significant increase of 297.5% over the previous year. 3g Terminal sales loss of 3.17 billion yuan, on the second half of the year, respectively, 490 million yuan and 2.68 billion yuan. In the following years, Unicom gradually adjusted its subsidy strategy. Overall, Unicom's subsidy for the iphone has been declining year by year. Operators on the development of the iphone package mentality, but also by "rather lose money to rob users," gradually become to "earn more profits." From this iphone5s Unicom package situation, the most obvious change is the threshold of ascension. To 16G version of IPhone5S as an example, if the user signed in the net 24 months of agreement, the need to promise a monthly consumption of 586 yuan to enjoy the "0 yuan buy machine." Last year, the 16G version of the IPhone5, also in the net 24 months, the monthly consumption of 386 yuan can be "0 yuan buy machine." In addition to raising the threshold, the actual subsidy is also reducing the amount of calls. To China Unicom two years consumption of 386 yuan package for example, last year iPhone5 need to deposit 5899 yuan, monthly return of 245 Yuan Bill; this year iphone5s need to deposit 5499 yuan, monthly return of 195 yuan. In this calculation, the return of 5880 yuan last year, the return of 4680 yuan this year. Since the deposit is less than 400 yuan last year, the actual return of the bill is reduced by about 8.5%. In addition, China Telecom's package subsidy has also been reduced to varying degrees. In two years consumption of 289 yuan package as an example, have a deposit of 5288 yuan, last year to buy IPhone5 can be accumulated 3272 yuan, the purchase of iphone5s this year can be subsidized 2783 yuan, the same reduction of about 8.5%. The variables of China's move although Apple has come to recognise the importance of the Chinese market, its moves in the Chinese market are still too slow, leading to a sharp decline in revenues. On July 23 this year, Apple's latest earnings report showed that its greater China income was $4.65 billion trillion, plunging by 43% compared with its 8.2 billion dollar earnings in the previous quarter, down 14% from the same period last year. Mr Cook then analyzed the slowdown in the mainland and the weakening of the Hong Kong market, which led to a shrinking income. The new release iphone5s and IPHONE5C, Apple has finally put the mainland China into the September 20 first listing of the region. This shows that Cook finally put out a practical action to express his attention to the Chinese market. But telecoms and Unicom have quietly cut their subsidies for the iphone. Under the pressure of income growth, with the gradual decline of China Unicom and Telecom's enthusiasm for Apple, the next step is how much the company's subsidy to AppleA big variable. On the one hand, China Mobile is the most abundant fund among the three operators, is also the largest number of mobile phone users, on the other hand, in the 3G era has been involved in the TD-SCDMA network and the end of China Mobile, hope in the next Td-lte era to force the situation. Reporter from the Ministry of Telecommunications equipment into the network management website inquires, already has 4 Td-lte terminals through the network detection. Only after 4 G licensing, China Mobile will be able to introduce sales. However, the industry analysts said, to move the consistent style of the strong, it is unlikely to work for Apple in vain. So, how the actual introduction of the final move is now beyond judgment. The other two operators in the cooperation with Apple for many years to pay a lot, the move can not be unclear. Reporter learned that the recent China Telecom has been busy cleaning up IPhone5 inventory. From one months ago, Telecom's own business Hall began to the contract version of the IPhone5 price sale. Reporter September 17 in some telecommunications business Hall learned that its 16G version of IPhone5 bare metal price or 5288 yuan, but signed into the network package is only 4488 yuan. "IPhone5 sales are indeed lower than expected, much lower than iphone4s. Insiders told reporters that because operators and Apple signed an underwriting agreement, so how to deal with the inventory of the previous generation of products will be the operator's own task. Because the Apple released a IPhone5 configuration with the same iphone5c, cheaper, this is undoubtedly the channel to deal with the previous generation of iPhone5 brought greater pressure.