When the iphone boom goes back to Unicom to take what challenges to move

I start next month to enable the new number 186xxx.　　"In the past one months, in a beer company as the marketing director of the Sun Xiaofi (alias) has repeatedly received a friend similar to change the number of messages, asked the reason for the change, including half is because of the IPhone4 contract plan. Resist the temptation of IPhone4, "old mobile" Sun Xiaofi finally decided to join the ranks of 186. However, for the reason of her work, she still retained the original number 139th, as a "double gun family" (refers to a group of two mobile phones and two number of people).　　Users like Sun Xiaofi are growing rapidly. According to China Unicom (00762. HK) released data in October, China Unicom's 3G new users reached a record high of 1.102 million.　　Li Gang, vice president of China Unicom, said in an interview with the "First financial daily" yesterday that 1.102 million of the 3G users, more than 20% of them are iPhone4 users, this is still in the iPhone4 shortage and other factors under the influence of the results.　　According to the Unicom plan, this year the new 3G user target of 1 million, that is, in the supply is not a problem under the premise of the iphone to China Unicom 3G New User volume contribution will reach 30%.　　At the beginning of China Unicom's 3G strategy, whether it was an iphone bundle or the design of a 3G tariff package, it was questioned, but the voice of doubt was dispelled by the current situation. In the mobile communications market, the long-term "follow" the status of China Unicom, can be surpassed in the 3G era?　　Can the iphone become a Trump for Unicom?　　More importantly, when the iphone frenzy fades away, does Unicom still have enough clout to challenge China Mobile? iphone ferocious "unicom ferocious Ah! "Xiao Hu, who works in China Mobile marketing, gets a message from a friend to change the number 186th code," he said.　　According to his introduction, China Mobile has clearly felt the pressure of the loss of users. According to China Mobile (00941. HK), the number of users released this October, the number of new users moved 5.259 million, although the user increase is still staggering, but the growth rate has been affected.　　August's new user is 5.428 million, September is 5.401 million, October is only 5.259 million. China Unicom iPhone4 officially on sale September 25, the October is the most obvious user growth period.　　According to Li Gang, so far, Unicom's iPhone4 subscribers to reach more than 600,000, of which iPhone4 sales of more than 400,000, still have 200,000 of the user demand due to shortage and can not meet, on the other hand, IPhone4 subscribers are increasing the speed of 8000~10000 per day.　　IPhone4 because the market time is almost synchronized with the global, and more than IPHONE3GS show a greater "lethality." Li Gang said that at present China Unicom's 3GThe total number of households is 11.656 million, of which iphone users (including IPHONE3GS and iPhone4) account for nearly 10%.　　According to Li Gang earlier, IPhone4 's current sales are close to 500,000, that is to say, in just 2 months, the number of iPhone4 users has been almost iphone3gs a year of users.　　In addition to publishing time two years later than Apple's release in the United States, the proliferation of the iphone3gs parallel market has also iphone3gs to some extent the power of the "Unicom +iphone", all of which are swept on iPhone4. Unicom IPhone4 released only a few months later than Apple's first release in the United States, due to the global shortage of iPhone4, so that the domestic parallel market has not "prospered", which gave unicom sufficient time lag,　　Plus IPhone4 uses a unique 1.8 volt voltage card, which makes IPhone4 's dependence on the operator further enhanced. "The price of parallel imports has also been fired to a very high, but not as close to the price to buy Unicom's licensed, anyway, will be returned by phone calls."　　"This explains why Sun Xiaofi bought Unicom IPhone4 and became 186 users. Visible, iPhone4 itself strong charm + Unicom's high subsidy together contributed to the "Unicom iphone" combination of the shine.　　According to Li Gang, although Apple stores are not included in the sale of iPhone4 bare metal subsidies, the price of 4999 yuan and 5999 yuan, than the contract contains the price of money cheaper than 1000 yuan, but so far, Apple stores sold only about 10,000 iPhone4. IPhone4 brings unicom not only the number of high users, but also the real income. According to China Unicom, unicom gsm2g users ARPU value (monthly per user income) of 39.8 yuan, 3G users of the average ARPU value of 134 yuan, according to Li Gang, "the iphone user's ARPU value than other 3G users one more times." "That is to say, the iphone user's ARPU value is about 260 yuan." If China Unicom currently has about 1 million iphone users estimate, the iphone gives Unicom a monthly income of about 260 million, the year is 3.12 billion.　　Unicom has earned it through the iphone, the high-end user who has contributed most to mobile profits over the years. Mobile Counterattack IPhone4 Power finally let China Mobile sit, and launched a series of counterattack strategy.　　Since November, China Mobile began to provide iPhone4 users with free cutting card services, and in the 10086 Customer Service hotline set up a special "iphone took", Rob the iphone users the situation is obvious. In the iphone3gs era, if according to Unicom's sales of 500,000 of the calculation, mobile in the IphonE on the advantage is still greater than unicom, because the root according to incomplete statistics, the Chinese parallel market, the iphone is about 2 million ~ 3 million, almost all using the Chinese mobile network.　　But this state is changing with the advent of iPhone4, which can explain why China Mobile is so high-profile to counter Unicom iPhone4.　　According to a statistic from Apple, the ratio of "defection" from China Mobile to unicom in order to use IPhone4 is 73%, with about 35%~38% users planning to maintain a dual-double network in 6 months. The data were not officially confirmed by Apple, but the evidence provided by Li Gang is partly proof of the reliability of the data. "The user handles IPhone4 network business, need to provide contact number, according to our statistics, of which more than 80% of the contact numbers belong to competitors."　　Li Gang said. But the user uses the IPhone4 terminal, uses the China Mobile number, this condition still exists.　　According to Li Gang, unicom sales of iPhone4, more than 80% are machine card one, only 30% will be replaced by other operators of mobile phone cards, in the iphone3gs era, this ratio is 70%.　　To prevent China Mobile's "wooing users" strategy to work, also in order to prevent the emergence of the Channel market "machine" phenomenon, China Unicom began to sniper, and decided to start from December 1, will be the new sales of the iPhone4 fuselage number and mobile phone number binding, once the Network Monitor the phenomenon of the separation of the card, mobile phone number will be locked. Imperfect network quality is still a major obstacle to the user's participation in 186 and the iphone experience.　　Li said that if Unicom's 3G network were to be further refined compared to its rival's 2G network, he cited Apple's report as a reference to the 3G network, which was the best quality in all of the operators ' networks that cooperated with Apple, or even better than America's largest operator, at&t. Has Unicom's 3G development become overly reliant on the iphone? "In fact, the iphone's share of 3G users is not particularly high, averaging less than 10% per cent, compared with the average of the other operators working with Apple globally, about 17%."　　"said Li Gang. How will Unicom maintain the continued growth of 3G users once the iphone boom subsides? According to the mobile marketing department, the current growth trend of Unicom indicates that the terminal is too attractive to users.　　Li does not deny this, "terminal is one of the most important factors driving Unicom's 3G user growth." However, he believes that the biggest significance of the iphone to Unicom is to tell users what is 3G, and enhance the Unicom's brand image. According to Song Limei, deputy general manager of Unicom Marketing department, under the lead of the iphone, Unicom's 2G users also grew significantly.　　In addition, Unicom is developing more 3G terminals. Unicom's approach will reduceUnicom 3G relies on the iphone, but Unicom's high subsidy to the iphone has helped squeeze the iphone's living space to some extent. Moreover, if the cost of Unicom's iphone is to be discounted, the balance of spending and earnings may not be as glamorous as it might seem. The bigger test is that with the powerful glamour of the iphone binding users for 2 years, if Unicom's network and services can not become truly competitive, 2 years later, how many of these users will continue to the net?