Unicom Tactical Adjustment: Wo 3G abandon the iphone to the Android

Chuhuihui Wei The Shenzhen report may be the time to reverse the embarrassing situation.　　June 15, a senior mobile phone state contractor told reporters that from the middle of May, China Unicom for Samsung, Motorola, Sony Ericsson and other Android phones and channel operators to launch, including the contract number of three-party cooperation.　　There is no doubt that China Unicom (600050.SH) was the biggest beneficiary of the "All-rich" movement, which began in 2008 in the name of 3G and reorganization, and the happiest, most painful and most tangled complex. In the past year, through the successful completion of the iphone 3G image "out of poverty" China Unicom, in the harvest of large 3G users at the same time, but also pay no small price: the first quarter of this year Unicom performance has not been able to stop the decline, only to achieve a net profit of 48 million yuan, a sharp drop of 86.93% from a　　And the biggest drag on its performance is still the huge subsidies of the iphone (3G Terminal sales loss of 1.9 billion yuan in the first quarter, the year-on-year loss increased 1.8 billion yuan).　　This is 2008 China 3G first year, Unicom fourth to "increase not income" as the start of the years.　　The above mobile phone channel businessmen believe that Unicom is experiencing "tactical adjustment", that is, Unicom used 70% of its energy in the iphone, which in the future is not an economic thing, mature Android phones cheaper, Unicom will use more economic products, a richer product line to reduce the proportion of subsidized sales. Spoiled Apple from a user market share of the lowest, long-term focus on the low-end consumer groups, transition to a 3G user three points the world has one, the user quality brand image, Unicom only used two years.　　If it's a magical transformation from the Apple, it might as well come from a new round of China's telecoms restructuring, which gives China Unicom the natural advantage of--WCDMA from System network to terminal product commercial maturity. The iphone gives the opportunity to Unicom, using the "Old noble" China Mobile in TD-SCDMA to LTE evolution of the time lag, Unicom 3G heavily subsidize the iphone users, the successful implementation of 3G high-end user enclosure.　　As of April 30 months of this year, China's 3G user volume of about 70 million households, excluding data card users, China Unicom not only to consolidate the situation in the world (20.35 million), and successfully abducted a considerable amount of gold content of the highest users (including some of China Mobile global users). All this is due to Unicom's "brand-building" strategy: After China 3G started,　　China Unicom's revenues rose from 152.764 billion in 2008 to 176.168 billion yuan last year, but at the same time its net profit is falling, from 19.741 billion yuan in 2008 to 3.137 billion in 2009 to 1.228 billion in 2010. The cost of subsidies from the iphone is an important reason why Unicom is not flourishing. For example, in 2010 years, Unicom comes from 3GThe end of the sales loss of up to 3.17 billion yuan, most of which are on the iphone. Shenzhen Unicom people believe that unicom in the 3G development of the first step to use the iphone as a breakthrough strategy is successful, otherwise, unicom can not in such a short period of time to establish 3G high-end brand image and to win so many high-end users, "the market window of opportunity for the 2G era in the weak position of Unicom is limited　　”。 But Unicom's future development is facing a turning point. "The second phase Unicom can not simply use a small number of high-end mobile phones to develop users, to develop a wider range of high-end users, including low-end users also want to develop, we must choose more models of mobile phones."　　Shenzhen Unicom people told reporters that in addition to the pressure on operating profits, 3G users of the trend of user distribution is also the reason for the link to Android. "The iphone is not open enough, the growth potential is low, Android is growing very fast and more open, and almost all manufacturers are involved," he added.　　"China Unicom needs to integrate the industry chain, including attracting more handset makers and channel vendors," said the mobile phone channel trader. Policy subsidy to Android before the mobile country pack maker said to this newspaper, China Unicom in May began nationwide sales of channel contracts for the expansion of the Android mobile phone to promote large-scale subsidies, the specific way is, the user bound two-year 226 Yuan package can enjoy free purchase discount Or buy a bare metal after adding a variety of options, unicom to give 50% return. At the same time, the performance of national contractors to give financial incentives. "These policies were not before."　　"The person said.　　According to Shenzhen Unicom Personage revealed that only May single month, through the Unicom and national Contractors contract put the number of sales of mobile phones, the top three mobile phones have Nokia C7, Lok phone, MOTO ME525, the latter two is the Android phone, a single model monthly sales of the lowest in more than 80,000.　　According to the reporter understand, currently only Guangdong region and China Unicom to expand the depth of cooperation between the channels of the Shenzhen constant Wave, audio, Guangdong Liuzhou, Dongguan Jie Tong and other mobile phone chain. Integration of social channels, with more models to develop popular 3G users, is also the second half of 2011 goals. Obviously this can ease the cost pressures first. A national package to reporters to calculate: "The Android operating system behind the more than 10 heavyweight manufacturers in support, these manufacturers have a relatively strong public channels, many manufacturers to intervene to make Unicom 3G users on the one hand products rich, on the other hand, subsidies will also fall.　　"On the other hand, the pricing of the relative" civilian "Android phone will also help to connect the original low-end users to" pull into "the 3G camp, after all, Unicom 2G stock users have 160 million.　　Industrial Chain Shuffle: competition for operators of mobile phone manufacturers + channel operator + operators, this will be the 3G era of the new ecological communication industry chain. The senior mobile phone state contractor told reporters that his company's strategy this year faced a comprehensive transformation, the business will tilt to the 3G intelligent machine, for thisThe company took a "severed arm" operation in the first half of this year, cleaning up the inventory of 2G mobile phones on a large scale.　　He judged that the 3G era operators occupy the core of the industrial value chain, channel how to borrow power operators will become the next key to success. "3G-era product sales must be integrated into the operator's policy subsidy, the future of mobile phone sales will be more than 1/3 through subsidized sales."　　He predicts that, in the case of a national contractor, by 2012, sales of the company's mobile phone sales will reach 40% to 50% by contract with operators. "Small-brand handset makers, like the day language, are fading because the rebate model that it has performed over 30% of the past is unsustainable because the quality of his phone's user experience cannot continue in the 3G era," he said. "The current industry average of 8% to 12% of the channel low return point to the mobile phone channel providers pose a challenge," the future may only survive 10 or so of national contractors, and less regional agents.