Comment: CDMA terminal of social distribution channels need to be strengthened-CDMA-communication industry
Recent China Telecom CDMA Terminal Tender Some topics are worthy of our consideration.
China has been Unicom CDMA network in operation, mainly by Unicom Huasheng terminal to Jicai sales, sales of a limited number of community channels. Data released by China Unicom, Unicom Huasheng in 2007 sales of nearly 10 million, it should be said is a very good result.
With China Telecom to buy CDMA network, set the full development of CDMA, channel-to-end strategy or strategies need to rethink the layout, especially how to balance the network construction, users tap, terminal sales, business development and other areas strategy is particularly important.
In August this year, China Telecom CDMA network was taken over before the first Jicai? 5 million terminal. This can be a transition period of procurement strategy, but also to the CDMA terminal market has been depressed into a glimmer of vitality.
This month, China Telecom was rumored to be in 2009 Jicai 55 million CDMA terminals of the message, can be said that a strong field to the CDMA signal. Let us analyze the future of CDMA users of China Telecom's main groups, the present situation may be three main groups: First, there are about 40 million CDMA users, the second is 6,000 million China Telecom PHS Users, third, the future may be on the new users.
In accordance with the terms of China Telecom, "a breakthrough three-year 100 million CDMA users," the goal of calculating the next three years, new CDMA users should be 60 million. If the year 2009 as the key words, the ideal number of new customers should be 35 million. To achieve this goal, China Telecom, PHS users must first migrate to the CDMA network. For these users, the basic strategy is to turn network replacement strategy, the number could rise to maintain the principal place unchanged, rates should also be committed to respect China Telecom consistent with PHS, this basic implementation in 2009 almost 20 million PHS users to switch network. Another focus is the development of new customers, including the development may come from China Mobile Switch network and China Unicom users, which requires China Telecom to pay a higher price, such as by giving better Mobile Provide more affordable rates, etc. to attract customers. Meanwhile, China Telecom also consider their users are against "digging foot" possibilities. New user, the ideal state is an annual increase of 15 million. This ability to both add up to be within the scope of China Telecom to complete the ideal data.
Then, the terminal, the switch from the PHS network users and external demand for new users in 2009, also about 35 million, with the amount of media coverage is also a difference of 20 million, this part of the figure how to do it? The answer is to use social channels. It is reported that 20 million terminal will be the centralized procurement of China Telecom, the community Proxy Distributor way to ease the current tight supply of CDMA terminal, the terminal situation of poor sales channels. The community channel will be mainly for the original 40 million CDMA users of replacement demand and the demand to buy some new users.
5500 Department was not a small sum, which will enable China Telecom to bear the huge financial pressure. Therefore, China Telecom, the channels should be active as soon as possible to promote the community to promote CDMA terminals, rather than passively consignment. There is no good to stimulate interest and self-pressure-driven, community channel will be less motivated, or even that there might be terminal backlog in the hands of the phenomenon of social channels, which in China are clear examples of various industries.
Currently, China Mobile and China Unicom GSM market through social channels to save a lot of manpower and material resources, but they would be through the Central Purchasing, development of special terminals and feature service, improve end user loyalty. For each reconstituted operators, channel construction should be according to their different characteristics to carry out, even taking into account their own financial pressures and long-term development strategy. For China Telecom, the best strategy in the end should do is to reinforce the social channels of the link.
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