In 2009, China International Exhibition on everyone without exception, came to 3G.
The beginning of this year, China issued three 3G operators license, China Mobile [77.95 -0.70%] were independent intellectual property rights in China TD-SCDMA (hereinafter referred to as "TD") license, China Telecom [3.92 -1.01%] to CDMA2000 licenses, China Unicom [6.72 -3.72%] received WCDMA license. Rewritten the survival of the Chinese carrier status.
In the days that followed, 3G quickly mobilized operators, equipment manufacturers, handset manufacturers, computer manufacturers, mobile application developers, the commercial nerve channels.
Telecommunications Exhibition in 2009, everyone enjoy to show their results, but this is not the time to report on performance, but Taimulakai, and the actors are looking for their own stations.
TD, have dreams, but also realistic
In order to 3G no longer controlled by others, in 1998, China put forward a number of independent innovation with patented technology, TD-SCDMA, has experienced two years of World War II international standards, through five passes, killing six, the final competition in the international standards China was able to WCDMA, CDMA2000 tied to three major international standards.
In the mobile communication generation, second generation period, foreign enterprises and the development of standards and technology in the world made a major market share in mobile communications, TD-SCDMA Industry Alliance, Yang Hua, Secretary-General believes that this phenomenon is expected to change through the TD in the 3G era .
Carry the dream of the TD fell the most with the strength of China Mobile's head. Minister of Industry and Information Technology Li Yizhong always be honest with the other two TD maturity gap between 3G standards, so I chose the strongest commitment to a China Mobile onerous task, "the fact that, due to such measures, to promote the TD industry and commercialization. "
It is understood that in the past year, TD network building 10 by the Olympic Games, the city expanded to 238 cities now. China Mobile had planned a two-year effort by the user will be extended to the TD from 10 million to 20 million, but now the minimum goal of 50 million raised to fight for 80 million.
As of August 28, has been permitted by the Ministry of Industry Network has 179 TD terminals, than in June increased by 30 variety. TD-Ophone mobile phones, the emergence of electronic paper books to further enrich the end product of the type TD; in chips, TD-core chip shipments continued to grow, total more than 4.5 million. The first 65-nanometer chip solution based on the TD call was successfully connected, the introduction of 65-nanometer chips will help to further reduce the cost of TD terminals, terminal process designed to improve the TD; in the system equipment, TDHSUPA system equipment field test has been coming to an end. TD Tech, ZTE, Datang and other equipment, the company's system has passed all the tests. Significant part of progress testing instruments, TD Terminal Tester, HSUPA upgrade smoothly, commercial version of the recently completed and can be listed.
Meanwhile, China Mobile TD operator to achieve the "three noes" principle, that all existing users of China Mobile, not changing the card, without changing the number, do not register, you can enjoy 3G services as possible to retain the huge China Mobile customer base.
"Three noes" principle can be user-friendly, and reduce the use of the threshold. As long as there is a TD cell phone users can directly use the TD networks. 2G users to use mobile phone number and use of cards, directly into the TD mobile phone can use Office without the need to service the registration process, China Mobile may be in the 2G era and experience the advantages of resources, peace operations on the move to 3G.
TD Technology Forum Secretary-General, said Wang Jing, general speaking, China's 3G market is still in the eve of the outbreak, TD-SCDMA still a relatively good quality time window to upgrade the industry, a competitive platform, which good network coverage and optimization is the basis foundation, the platform platform. In addition to operators and equipment manufacturers rely on coordination, we also hope the Government can influence the choice of sites in the machine stand on key issues covered by the quality of the provision of administrative and legislative support, correct guidance to public awareness on the effects of radiation to prevent carrier does not necessary additional burden and distress, the TD-SCDMA and GSM coverage can be completed comparable to 3G networks.
According to China Mobile released its annual report, China Mobile will build in the three years 2009-2011 TD-SCDMA's capital expenditure amounted to 375.4 billion yuan. Of which 133.9 billion yuan in 2009, 2010 and 2011, respectively, will be 131 billion yuan and 110.5 billion yuan.
Industry chain from operators to
China Mobile president Wang admits that compared with other domestic 3G standard, TD needs a sound and mature process, "but we do not have time to wait for it to mature naturally, the market will not wait for you, we can be more proactive."
A performance initiative is to move as the industry's first and oldest in the chain manufacturers to develop TD.
February, China Mobile launched TD terminal "3 +1" program, "3" on the card, including TD, TD notebook, family information machine, "1" refers to TD mobile phones.
For a long time troubled TD terminal problems, China Mobile after several centralized purchasing and distribute telephone numbers in 188 major cities, promoting the development of TD terminals spurt, so that TD terminal price, style, and function and appearance, are there leap . Earlier, China Mobile has invested 650 million yuan of funds directly support the development of TD terminal manufacturers.
Jing said that over the past decade, the global 3G business promotion and unsatisfactory progress, the main focus of thinking for people to find in the traditional terminal "killer application" until Apple introduced the iPhone decade after grinding sword We discovered that it is a crossroad. iPhone and the AppleStore for global 3G, and even a higher rate after the operation of communication networks has opened up new ideas, this is the end and the business combination of the two elements, the most reasonable model to date.
Because of this, the introduction of iPhone into the Chinese market as operators build competitive advantage of a shortcut, the introduction of iPhone in China Unicom, China's mobile phone operating system and the introduction of OMS on the basis of their oPhone, and newly released mobile application store MobileMarket.
MobileMarket is for all kinds of content and service providers, terminal manufacturers, mobile software developers and individual developers a new platform for more than 500 million customers a variety of applications on mobile phones and digital products, this platform through the China Mobile network and application services and mobile terminals seamless docking, founded chain 3G era new cooperation model, which not only provide a rich mobile application for developers to create a broad market and the platform also 3G business applications to solve the problem of the shortage.
MobileMarket is AppleStore Apple's highly successful imitators. Mr Wang said: different from previous network applications, mobile applications, the largest shopping centers with a characteristic, that is open.
President Lu Yan that Lenovo Mobile, 3G is the real application of the application on the Internet, 3G mobile phones is not only speeds the next battle, it is business platform wars, chip vendors, operators, handset manufacturers, service providers have started competition for this platform, Apple, Nokia, google, China Mobile and so on are all from different angles, using different models testing the market, but mobile phones and operating systems are also gradually began to compete. China Mobile recently launched the OMS system, which is an open mobile phone platform is future-oriented vision will fundamentally mobile operator services into the "import."
Operators and terminal manufacturers are aware, 3G era, a simple network operations and product sales have been far from sufficient to deal with competition, only to create a mature, complete value chain, is the decisive 3G powerful weapon.
3G than 2G complex types of business, when applied in the development of 3G, operators have to adapt to the new rules of the game and the business model, re-examine their value chain in the 3G position: there is no force which can only with his own control of the entire industry chain, the only can do is strive to own the value chain in the industry to maximize, to create a strong impact and integration ability, ability to attract more manufacturers to participate in 3G application development, while promoting the big 3G scale use. Application of 3G is definitely a time for the king, but content development is not a mobile operator area of expertise, but also need to expand the depth of cooperation with the CP.
China Telecom had also expressed the hope that the parties and the industry chain to carry out multi-angle cooperation to build CDMA network, "Two-center model." Here the two-center, one of the center operator, the other is a partner, two-center model will enhance the CP / SP in cooperation status. Shows that operators have already started cooperation in the industrial chain of action, the future, such a cooperation will be more and more obvious, and deeper, more and better application of Jiang Hui 3G Moshibuduan Pi through cooperative digging out.
"3G is not the fight times the number of mobile phone models, but similar to the iPhone and oPhone that give users to be able to experience the perfection of intelligent terminals, and that no technical and market barriers and shackles of the content and application development and supply. This It appears that in addition to some differences in the technology accumulation level outside the terminal and application, TD-SCDMA technology standard and the other two almost in the same starting line. "Ching commented.
This may be a future trend, but also do not see significant changes. "3G in the size of, what in the end application is consistent with market demand, operators are also watching the side of dry." TD Technology Forum Secretary-General Wang Jing said, "Operators headache is not technology but consumer buying a single."
Differentiation
3G World War II in China, China Mobile's "G3", China Telecom's "Wireless LAN", China Unicom's "fertile" seems to form the three pillars.
Frost & Sullivan Principal Consultant, senior telecom marketing and strategy consultant Wang Yuquan but that list the three operating trademark technology, integration of the brand, almost all-encompassing coverage of the service, there is no difference, but the focus should be on users who .
Expected future development of 3G users, the three operators will own advantage, to carry out competitive differentiation. For now China Mobile's brand and services have obvious advantages, China Unicom's mobile terminal obvious advantages, and China Telecom, the brand with the launch of Tianyi, and strengthen the hearts of the mobile internet users advantage.
Hand the most mature 3G WCDMA standard, China Unicom is no doubt got a good card, but for China Unicom, the Board entered this seems a little late. In the country three operators, China Mobile's TD as the technology with independent intellectual property rights, government support has been from the beginning last year on April 1 launched a pilot on the first business; China Telecom's CD-MA2000 technology as can be smooth transition, the group has a huge online cost and time advantage. In comparison, China Unicom in restructuring longest, slowest start
Face has a large user base of China Mobile and fixed shift integration advantages of China Telecom, China Unicom wants to have gained a place in the 3G market, but also the rich 3G applications to drive.
In fact, for China Unicom, because WCDMA is the most widely used worldwide, most mainstream 3G standards, the development of a mature industry chain, in particular the formation of a rich and representative of 3G applications and overseas 3G operators It has already accumulated a lot of successful experience.
China Unicom's strategy is somewhat similar to the Japanese carrier KDDI's brand positioning, although it later than three years of operation NTN 3G, but users continued to grow, to achieve sustained profitability, "Brand positioning is the life of the Navigator first, customer orientation is a young high fashion end business users of private communication, brand selling point is the terminal market, reasonable rates and so on. "Zhou Wenzhe of that in Japan, KDDI has become the trend of people experience the center positions.
According to China Unicom's Beijing Branch (hereinafter referred to Beijing Unicom) announced recently show that since January 1, 2010, the Beijing Unicom's GSM network customers make the whole network of domestic and international long distance charges will adopt a system of billing model. In short, after China Unicom users call long distance, local phone calls will not be charged.
Telecommunications Research Institute of the Ministry of Industry Policy and Economic Management researcher Ding Daoqin that, 3G era of tariff reform should be settled to build a brand and differentiated services, user groups, market segments, rather than re-arranged combination of tariff or price war. Market segmentation is the 3G the key to development, telecom operators should be accurate to target users, the market direction is divided into distinct groups of users to create their own unique brand, to provide differentiated services.
On the other hand, China Telecom announced plans from the point of view, the future, China Telecom will operate in a stable fixed based on the development of 3G services, launched Tianyi in the field of mobile Internet video, wireless global eyes, mobile IM applications, further integrated fixed-line, Internet, content applications, the core elements of customer focus and deepen transformation.
For China Telecom in the field of government and enterprises and home advantage, customers of China Mobile Group Four Engineering Department of the layout - focus groups, Internet applications, information technology and urban and rural small and medium information. China Mobile's strategy is to infiltrate the information service in all aspects of people's lives, all-out challenge to information service providers China Telecom's leading position.
China Mobile in the 2G era of large-scale cultivation of a user's mobile user base, combined with capital adequacy, operating experience and other factors, although faced with TD industrial chain of immature technology and unfavorable factors, China Mobile is still by imposing prohibitive subsidies, special incentive measures such as the extraordinary speed 3G application development.
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