The change of CDMA terminal industry chain: first-time self-built channel alliance of the manufacturer

October 13 News, China Telecom, the head of the Wang to promote the voice of CDMA terminal industry has been heard, but, let its sharp glasses is, the CDMA industry chain has spontaneously set up in Shenzhen, the Mobile Channel Alliance, its own operational channels, the participation of manufacturers sigh, "want to big industry, Running on two legs is always faster than a carrier's leg.　　"This is obviously a change in the CDMA industry chain, it seems that the CDMA terminal socialized sales began to operate substantially."　　CDMA enterprises spontaneously set up the channel Alliance around October 20, is China Telecom will be released in the third quarter of the day, the CDMA terminal is expected to remain China Telecom in the performance of the focus of the topic, the situation is that the CDMA industry chain seems to have really mobilized. "CDMA Channel Alliance has been established for some time, there are more than 200 channels at all levels to participate in the hope that through the integration of national package, provincial package, parcel and other levels of proxy platform channel resources and channel advantages, improve China Telecom mobile phone products Sales Coverage", recently,　　A well-known Chinese-made brand of mobile phone manufacturers based in Shenzhen, said.　　This CDMA channel Alliance is actually a kind of handset enterprise and the dealer spontaneous behavior, the day sound, the Eschde, the Yulong and so on famous manufacturer and the channel merchant participation, even the Shanzhai phone dealer channel also joins in. This "alliance" seems to be working well.　　One of the handset makers involved said, "At present, the role of the alliance is very large, in some mobile phone companies have been transformed into a partnership program, that is, dealers at all levels have become partners, through the interest mechanism of a loss, a proud, a lot of local dealers also taking the opportunity to amoy a bucket of gold.　　The proportion of social sales soared from 6% to 54% in fact, the CDMA channel Alliance may not even be known to China Telecom headquarters when it was first established, which actually reflects the natural growth of the CDMA industry chain. Internal documents show that last October, China Telecom just took over the C NET, CDMA mobile phone by the operator sales ratio of up to 94%.　　In other words, the proportion of CDMA handsets sold by social channels is only 6%, and most CDMA handsets are sold through channels such as the operators ' own business hall.　　This situation has pros and cons, but after China Telecom has been very positive to promote the development of CDMA industry chain, CDMA terminal socialization. Industry insiders revealed that China Telecom's first clear CDMA sales policy was held in December 2008, China Telecom Group 2009 working Conference, at that time, the general manager of China Telecom Wang clear China Telecom in the next 3 years the main means of business development: to "actively expand agent agency channels, strengthen terminal management, Actively expand the market, supermarkets and other new social channels, do a good job in the air recharge, fully tap the PHS resource utilization potential, shape the impression of low prices. "In June this year, at a meeting in the industry, Wang the first time in front of hundreds of handset manufacturers and dealers," said the end company is mainly management, not operating asLord, there are social channels to pave the place, we will not shop, rich people earn. "In this case, China Telecom Terminal Management Center of a document also clear operational thinking: Chinese telecom Group will strengthen the implementation of CDMA terminal procurement and sales socialization, a small number of selected centralized procurement supplemented by the operation of ideas, fully mobilize and play manufacturers, agents and provincial companies enthusiasm and leadership.　　For products that have been recognized by the market, manufacturers (or their designated agents) can organize their own sales, provincial companies can also purchase and organize their own sales, or by the provincial companies to organize social channels for procurement and sales. In other words, to this point, the Chinese telecom provinces, cities and municipalities around the company sales of CDMA mobile phone enthusiasm was first mobilized.　　However, it is more important to develop social channels and socialized sales. As of May, the proportion of China Telecom's social channel for CDMA mobile phones has reached 34%, up 28% from 6% last year.　　However, China Telecom is still not satisfied, after Wang in the industry meeting released a new signal, "China Telecom's determination is very obvious: in addition to the need for special customized mobile phones, CDMA terminal channel is still gradually socialized."　　"Although CDMA handset sales have been converted from 100% of China Telecom underwriting to more than 30% social channel sales, this is not enough, we will be further back", at that time, Wang so stressed.　　Since then, China Telecom began to cooperate with the day sound, Eschde, Protec, Putian too power to launch thousands of 3G mobile phones and other joint procurement, as of this year August, the social procurement of CDMA mobile phone sales ratio has more than 54%, four of major power generation to participate in promoting the provincial contractors, contractors and retailers sales enthusiasm. "As a veteran CDMA handset manufacturers, this year we 85–90% mobile phone product line is through social channels for distribution and retail, this ratio is very high", Yulong Cool deputy President Li also agree with this trend, "we think this is what operators want to see,　　All operators want to see the situation of socialization, we are also the realization of almost all products to achieve socialization of the manufacturers. 3G Terminal Sales is more obvious, China Telecom also concentrated sales and socialization of sales, many companies are beginning to join a series of processes. In the recent total of 400多万部 thousand 3G mobile phone procurement, the vast majority of the four major players signed the contract to complete.　　The CDMA mobile phone channel Alliance mentioned above obviously has its function in this situation, which is beneficial to the deeper channel.　　Continue to increase cell phone subsidy "terminal operation socialization is only means, operating data is to consider the fundamental of China Telecom," in this regard, the famous investment bank Nomura Securities. According to the data published previously, the number of CDMA vendors increased from 31 to more than 50 vendors by January this year, in January-May, a total of 160 manufacturers to become China Telecom's CDMA terminal industry chain partners, compared with 50 at the end of last year, increasedAdded 110.　　China Telecom held a CDMA terminal industry chain conference in Nanjing in September this year, when the participating CDMA handset manufacturers have more than 160, netbooks, data cards are more than 30, design company more than 40. On the model, China Telecom last year set up the first batch of 5 million CDMA terminals, participated in the competition has 76 models, this January, the addition of more than 100 models, the total number of models have more than 200.　　This number exceeds the number of listed models in the past year for CDMA terminals.　　In September this year, at an important meeting in the industry, Zhang Jiping, deputy general manager of China Telecom Group, said that China Telecom 3G mobile phones are now on the market has reached 166, while the current 2G mobile phone supply more than 400, both add up to actually reach 500 variety. In this respect, China Telecom's boss Wang said, "In fact, to reach the end of the 30 million target is very easy to deliver the provinces to implement, will soon reach." But the important thing is to get what type of customers, to avoid the one-month average billing amount (ARPU) very low users, the original company ARPU Target is 60 yuan, is now actually 63.6 yuan, can be seen to win the quality of good customers.　　In the mobile phone and other terminal product style increases, that can accelerate the development of CDMA2000.　　Wang also disclosed that the second half of China Telecom will further increase the proportion of cell phone subsidies, the annual mobile subsidy is expected to account for the proportion of income from the plan to increase from 30% to 37%. "Into the terminal, failure also terminal", this is the three major operators are often lamented the words, in fact, this also determines the Chinese telecom terminal operation policy can only go forward, can not turn back. "All want to big industry, two legs running is always faster than operators a leg," this has become a CDMA handset manufacturers often hang on the words. (Cang)