Feel the pulse of the fate of Chinese 3G

 3G brings not only the evolution of technology and services to the rich, more importantly, industry structure and changing rules of the game. In a time upcoming 3G era, how to build a strong industrial chain, and instigated the competition between the industrial chain is interest groups faced new challenges mm
feel the pulse of the fate of
3G text / in Puritanism
3G, third generation mobile communication means, with respect to voice services, nowadays mainly second-generation mobile communications, It is based on data services as the core of the network services. to its essence, it represents an era of mobile Internet, marking the Internet from a network of computer networks are turning to mobile phones.
a coming new era of communications!
the key that opens this age is composed of four letters of an English word mmCDMA (Code Division Multiple Access) mm third-generation mobile communication systems technology base. Without this basis, 3G the goalkeeper unable to open.
In fact, that the key to open the door to 3G has three: WCDMA (Europe), CDMA2000 (Qualcomm), TD-SCDMA (China). In China, because I hope for their own TD-SCDMA standard has won more tests and improve the time and gives the operator more time to repay outstanding loans under the purchase of equipment, taking into account the various interests, China has been slow to release 3G licenses. However, for this reason we can not block or delay the 3G the process of China.
into 2007, China Telecom has set up mobile operations, early deployment of mobile business solutions, and expand the provincial company in the country; China Netcom has also long been a rainy day, the establishment of the relevant mobile operators mobile sector industrial research, Netcom in 21 provinces under the Southern Province is planning to build 15 mobile communications division set up for the meet to prepare for 3G; China Unicom is the original with the G network and C network marketing apart, split China Unicom two networks, marketing departments and personnel; China Mobile Guangdong has begun and the Guangdong Suning in joint marketing, new business experience, high-end customers in areas such as resource sharing closely Suning, and China Mobile in Guangdong is the first comprehensive regional cooperation, the two giants behind the alliance is aimed at the future 3G value-added services attractive cake hh
every indication that, 3G prelude to war.
previous December 4, 2006, known as the international telecommunications community, Industry experts acceptance.
experienced after long speculation and waiting, this time, we can finally determined, the message is really mm3G be issued a license.
3G lifted the veil
3G, we common people off losers? do not understand the 3G era is the most frequently asked topic. but it does not matter, telecom heavyweights have begun to warm us from different angles to make a detailed picture of:
Age is an always-on wireless world, is a video of the world. Our technology and strategy is to keep you connected, from the home of the WIFI connection to the street network, and then converted to the office of the fixed-line connection line in the middle without interrupting or missing any data. the child's whereabouts, if they do not miss the school bus or to the terminal before fleeing out of the car, the parents will immediately be reminded of the phone; You can also phone the parents are kept informed of the physical distance information, and even the family refrigerator storage conditions of food .
in the global telecom bigwigs to prove that the world is becoming smaller, more warmth. They believe, 3G era lure enough for them to lead in the mobile network era 2.6 billion mobile phone users worldwide rush to the Internet, to enjoy a seamless digital life.
Nowadays, China's third generation mobile communication network construction has come a long reserve on stage to greet the dawn. from the device manufacturer's research and development and production, to mobile operators construction and operation, to the end-user application and approval, 3G industry chain is emerging, 3G licenses will be issued quickly pull in a few years thousands of billions of investment, new applications, new business models, new marketing channels, many new opportunities are waiting for development.
from the interlocking chain look, 3G era for the Chinese information industry chain, all interest groups to bring a new opportunity for development, but it also brings a full range impact. They, can get the chance?
the fate of the Chinese 3G standard four considerations
fierce battle with the application software

consider the situation in the 3G technology, standards, undoubtedly the greatest battle cake, who first with standard, will have a competitive initiative. in the WCDMA (Europe), CDMA2000 (Qualcomm), TD-SCDMA (China) which opened three key 3G standards war era, from the beginning free competition to the final development of oligopolistic competition will be the inevitable 3G.
Therefore, China with independent intellectual property whether TD-SCDMA 3G technology standards in place to seize the hegemony of much attention. and with WCDMA, CDMA2000 This compared with two keys, TD-SCDMA communication quality is poor.
the other hand, the current 2G GSM mobile terminal has reached 2,100 kinds of styles, 3G standard WCDMA terminal models also have 400 kinds, TD-SCDMA twenty support several terminal is obviously very difficult future operational needs.
So, TD-SCDMA will face a severe test.
and in the application software, from operators and equipment manufacturers point of view, if you can not solve the user to browse or intervention system and the convenience of fast, 3G mobile phones will be illusory. Today, there are 449 million mobile subscribers each month, more than 5.5 million mobile phone users. Obviously, in helping service providers meet these challenges, the software will play a critical effect, the software companies will usher in more development opportunities.
can be expected, 3G mobile phone operating system, the dispute will be the software vendor will be the focus of contention, but also the development of competition will be open to the monopolistic competition. Therefore, in the 3G phone software will be the scene of repeated fighting computer software.
measures judged
people today believe that the delay in Chinese 3G licenses issued in the -SCDMA value is driving the rapid prosperity of the whole industrial chain, especially in China's enterprises in the software, chips, integrated circuits and other areas of the right to speak.
Although TD-SCDMA is still a need to continue polishing the keys, but any technology development has a process, just like the original GSM and CDMA first entered China, also facing difficulties, over time business, all problems will be solved. The key is to do, rather than wait and rely on technology are in practice continue to make progress.
of 3G phones, the software was undoubtedly the most critical operating system and browser, because the operating system and browser determine the user's experience after the purchase and brand loyalty. Currently, the mobile browser device is the largest technical barriers, the use of browser users is simply to retrieve the content, reading content, but because Web pages are great for computer screen display designed for mobile phones in the small screen can only display a specific period of time The one-tenth or even a few percent of the content. who can first solve the problem, who will occupy the commanding heights of mobile browser.
Wap gradually die, SP providers consider the situation turn Web

3G era adversely affected by the industry can now be foreseen at least two: one is mobile voice services face in fear for life and death; the other is the gradual demise of Wap site, SP (content provider) Web site shift.
future的 3G era is a telecom operators will have in technology, end products and services will invest heavily to differentiate their strategies to compete for a large number of customers online and offline.
China Mobile and China Unicom's annual financial report that is currently focusing too much on traditional voice weak growth performance of the business has made the issue more prominent.
Although the formal commercial 3G after a very long time, 3G and the current 2G voice services will co-exist and complement each other. But our 3G users in 2010 will be close to 2 billion, in this sense, the current mobile phone based solely on traditional voice services will be like a few years ago in the paging industry gradually fade out as the public eye.
but when it comes to SP, it is often linked and Wap site, as if SP is Wap patent. Essentially, SP provides value-added services, Wap provide the means (channels). like you are selling food to passengers, he likes to take the train to the train station you have to sell, he would sit car you get the bus to sell, your meal can always sell. sell rice is the purpose, rather than to the bus station or train station as a goal. And, the first SP is through Web sites, such as Sina Web portals such as via text message. but to the 3G era, Wap Web can do the same can be done. So, in Wap site was quickly flooded after wave of 3G, SP Web site to become an inevitable shift.
other In 3G era, they will feel a lot of SP providers deeper dazed and confused.
video services, should be the new 3G bring the greatest piece of cake, but the future of wireless video, SP providers who encounter more trouble. Currently, wireless network video management is redoubling its efforts to advance the next SP video should be sent to the CCTV broadcast control platform, content review no problem to put on a carrier's network customize the program and distribution.
SP embarrassing shortage of video content will start with the 3G market, which has become increasingly evident. Now the larger video production companies do not own the copyright to share out with the SP, but to buy SP, So in 3G market has not started when a large-scale, SP has not the power to buy enough of the contents of the copyright.
in real-time communications to Tencent and MSN as the representative of the SP will also be carriers suppressed. telecoms operators have huge resources of mobile phone users, in order to promote their instant messaging products, operators will certainly take some strategies to make these resources into their own mobile phone users instant messaging users. Although SP insiders believe that, even if the carriers rely on their own resources to build up in a certain time from a considerable number of users, but for the traditional instant messaging users, to make them abandon the existing instant messaging software is not easy. may in the long run, operators to enter the instant messaging the impact of the SP field is huge, real-time communications will change the market structure, ushered in a new round of reshuffle.
measures judged
for mobile voice services and the demise of Wap site is the inevitable development of the times, whom there is no need to come up with countermeasures to resist.
As for the SP in the 3G era loss and confusion, in addition to compliance with the relevant departments in the wireless network video management, it should be to strengthen the original video content to reduce the dependence of film and television production company , or should a new channel of innovation platform or pathway, to cooperate with telecom operators and competition.
recommendations to the SP
operators around the key business promotion business content design and development, make full use of operators provide opportunities for cooperation and customer base of resources, development and growth of their own strength;
and operators of regional companies, the leading regional market. because operators around the access and billing is determined whether the SP The key areas to benefit, so with branches all over the co-operators, and to maintain good relations, is critical for SP;
used to promote industrial cooperation and promotion opportunities, play their own brand of competitive products; < br> with existing high-quality service providers, a variety of ways to expand production capacity, in a limited product life cycle, increased product coverage;
cooperation with the terminal manufacturers, the SP features outstanding or embedded directly into a business mobile phone application interface, this type of mobile phone users can increase the loyalty of the SP business, increase business usage.
3G operators were forced to battle for the market is opened quietly.
3G era from the point of view the global telecom operators, 3G era with different forms of a large number of new operators into the mobile communications market, the market competition becomes more fully. the new operators into three types, the first national fixed network operator or other operators to get 3G license into the market. The second entry of foreign operators, such as Hutchison Whampoa into the United Kingdom, Italy and other markets. III Mobile Virtual operators in the 3G market, increasing the number of mobile virtual operators to obtain 3G licenses have four operators, mobile virtual operators to obtain licenses as many as 7.
the face of increasingly intense competition, the Chinese telecom operators rely on to settle down in the 3G market? how to break the world struggling in the profitability of the edge of 3G predicament?
in 3G, because a lot of business can be implemented in the 2G or 2.5G, telecom operators have to play the role is integrated information service providers. looking for copyright protection, mobile streaming, mobile TV, mobile instant messaging, POC, remote monitoring, video codec, RFID, and other high-end vector characters. At present the application of these nine promote product development and market conditions are different, really blew it seems the killer application of 3G is still uncertain.
In addition, the current between the large telecommunications users and has not been fully open channel, carriers established in the 2G era SP channel system certainly can not satisfy the entire market needs.
Therefore, the Chinese telecom operators in the 3G market to be already settled down struggling to break the world 3G predicament edge in profitability, they must be In addition to looking to attract users and profitable killer applications, telecommunications networks and the Internet in the interaction between the business will help telecom operators market, the outbreak of tipping point. Internet after so many years of development, already has a sufficient the contents of the resources, especially WEB2.0 pattern began to develop original content and its core is massed. and telecommunications platforms, and mobile terminals of personal, can help a lot of interaction between the original content. in Telecommunication and the Internet, the process of interaction between the two networks, telecommunications networks can fully assume the work of a small amount of media, information collection.
future operators should also create a channel platform, with particular attention to line the channel construction. IT vendors line channels developed, but lower gross profit margin, while the operator's lack of offline channels, but a high profit margin products, which will have great room for cooperation between the two and possible.
to the recommendations of the domestic mobile operators
technical cooperation is not only a vendor, SP challenges, but also the challenges for operators, operators according to their technical ability to grasp the depth of technical cooperation in the context of the control; improve the product, the business license of funds in circulation flow, logistics, information design and management capabilities, which affects not only the effect of marketing activities, also affects the stability of cooperation in industrial camps; to market segmentation and consumer behavior research-based, design competitive strategies, end subsidies, content services, bundled offers and other marketing charges; according to the target market size and value of end products to decide whether the use of custom or semi-custom segment cooperation to attract and end-users; use of social marketing mix channels, while also based on business the market value into consideration the proportion of tariff design and designed to mobilize and protect the enthusiasm of the channel.
terminal manufacturers expand the telecommunications equipment and handset manufacturers must constantly adjust the pace to meet the 3G era.
as the world's largest number of mobile phone users, but also may be the largest number of mobile phone brands in China, like Longshehunza the big stage, all the time have played a variety of tragicomedy.
Not long ago, to enter the Chinese mobile phone market after Mitsubishi's struggling a full 5 years, following the NEC, Toshiba, Panasonic and other compatriots, finally forced to make a withdrawal decision. yet Kyocera to stay in China, and its days are not much better.
If the Japanese mobile phone, at least in the local market also has an absolute advantage, market share has been declining compared to the domestic mobile phone that also failed to do even to. In addition to this unexpected association of green, domestic mobile phone this endless delay out of the frozen winter.
in such despair, many companies hope 3G, seems to have reason to believe that China-made 3G mobile phone licensing is the execution of the amnesty before the fall from the sky, and perhaps also to direct usher in the long-awaited spring.
However, in addition to domestic mobile phone manufacturers ZTE and Huawei, Datang and other 3G technologies in the accumulation of relatively mature, and frequently in the international 3G market gains, the vast majority of domestic mobile phone manufacturers in the face of the upcoming 3G is still a blank, lost their sense.
Who can live who can not live, but rather nest eggs will survive For what? > in the 3G era is coming, in order to expand market share, the need for new technology research and development, a lot of money,
R & D and marketing experience for the mobile phone is not rich in second-tier handset manufacturers, 3G era is not a play expensive from the event. Facts have proved that only the mobile phone manufacturers seize market segments, is it possible to break the fierce price competition.
tier manufacturers will have to re-locate their own. Right now, the international mobile phone manufacturers to do is re-positioning 3G phones. If the 3G mobile phone Nokia mobile business solutions targeting the core of Motorola's 3G phones as a manufacturer's recommendations
operators involved in the terminal phase-end sales channels and the trend is increasingly clear channel shuffling. and the ability to work closely with operators, handset manufacturers will be one of the key factors in winning; strengthen SP, PC co-operation prominent end products in the data services and applications on the Features, the factory owners and operators to strengthen an important means; in 2.5G, 3G era, the channel structure due to the diversification of market segments and user changes, the retail channel The role of the interface as a service will become increasingly apparent. in the carrier channels of influence to increase while maintaining the right to speak on the channel and influence of the terminal manufacturers should be the focus of attention; terminal manufacturers according to their brand strength, channel power and the product competitive market segments, select the point with the cooperation of operators is essential. cooperation is not dependent on its own can not provide the value of lost cooperation. On the contrary, how to get more from the cooperation for development is the cooperation base and cooperation issues of goal setting.
instigated 3G industry chain
3G brings not only the evolution of technology and services to the rich, more importantly, industry structure and changing rules of the game. In a time upcoming 3G era , how to build a strong industrial chain, and instigated the competition between the industrial chain is facing the new challenges of interest groups.
which, operators integrated industry chain structure determines the ability of the ecosystem development of the state of 3G services. commercial value of the 3G industry, reflected in more areas than traditional voice services, so operators in the value creation process is not merely a leader, it is nurture, create and promote the development and evolution of the entire ecosystem power. The commercial value of the entire ecosystem is created by all sectors of industry, and more is reflected in the overall ecosystem of value creation capacity.
we all know, in the 2G era, the production by mobile terminal manufacturers and sales through agents channels. because the business operators to provide voice-based, end-all be able to meet this simple, operators only hosts a variety of mobile communication services wireless communications network.
but in the 3G era, the situation has great changes in .3 G mobile data services value chain operations is complicated, forcing telecom operators to change the traditional reliance on selling , which triggered a series of profound changes.
First of all, 3G data services and mobile terminals to support the promotion is closely related to the promotion based on business requirements of operators need to achieve a custom handset.
Second, the custom terminal provided that the operator purchases (at least in part) the terminal, and then sell part of the terminal involved.
Finally, 3G mobile data service is not provided by the carriers developed an independent and, therefore, operators must establish contact with the content providers . This requires that operators begin to think from the content, the feeling from the end user to decide how to develop 3G services, namely, to provide end to end service chain to have a superb management skills.
3G era, mobile phone retail capacity become important carriers core competence, the mobile phone market rules of the game because of the involvement of mobile operators to change. This will strengthen the operators leading role in the industrial chain, operators will be vertical integration of industrial chain, ie before integration of mobile phone sales, after the integration of mobile phone development and production, the industry's production and sales model will change.
mobile data customer experience is the essence of the business, ordinary consumers do not care about technology, only concerned with the value of what mobile phones can What to do with, what function, what can bring the fun, this is the most important.
the perfect customer experience is an essential prerequisite for close contact with consumers face to face. Only in this way order to effectively understand how to satisfy consumer demand and to study it. the best understanding of changes in consumer demand and the market is undoubtedly the sales channels, control of the channel will control the whole industry chain and consumer access to the main interface. Therefore, the mobile phone operator intervention Sales for full understanding of consumer needs, thereby integrating all resources industry chain to provide consumers with more and better services.
in the 2G era, and the creation operators alone most of the market value of the exclusive mode subversion, although operators can still get most of the market value of the returns, but a considerable part of the interest will be assigned to the content developers, service providers, distribution channels and other areas. With the breakdown of industrial division of labor, the new industry links breeding, extension and value chain of mutual dependence of all sectors of the enhanced, 3G economic benefits of ecosystem distribution mechanism will also be reconstructed accordingly.
link to one: 3G in China since 2006, the process of
Currently, Third generation mobile communication standards are three, namely W-CDMA, CDMA2000 and TD-SCDMA. Most of the world's 3G network uses the first two standards, TD-SCDMA to October 2006 have not yet entered the commercial, but the Chinese government has approved this standard. This is not only the Chinese mobile communications standard in the future planning of the world have a big say, sales of domestic products will also benefit the business, because they no longer need to pay royalties, Chinese manufacturers need to provide services for domestic users the scale of profits can be obtained.
2006 年 1 20 January, the Ministry of Information Industry released the standard TD-SCDMA communications industry, this makes the process of commercialization of TD-SCDMA an important step forward.
2006 In March, the Chinese version of concern 3G standard TD-SCDMA has finally finalized the size of the test program, China Telecom in Baoding, China Mobile in Xiamen, China Netcom in Qingdao construction network. TD-SCDMA test program to finalize the size also means the world's first TD-SCDMA commercial operating license in the above three operators will be born.
2006 年 5 月初, TD League's first expansion in 2006, is the fourth installment of the establishment of a new member to join, expansion enterprises from the three areas: equipment, instrument type, smart antenna and RF chip type class. new members, expand the breadth and depth of mutual cooperation, to promote the TD-SCDMA commercial process.
2006 年 8 29 May, the National Development and Reform Commission under the auspices of both China and South Korea formally signed an agreement on promoting cooperation in TD-SCDMA project memorandum of understanding. Subsequently, a number of multinational telecommunications equipment manufacturers have added or increased their stand TD -SCDMA R & D efforts and investment.
2006 年 11 月, TD-SCDMA test phase into the Telephone Number of scale, in Beijing, Baoding, Qingdao, Xiamen and other four cities. operators have begun to small-scale user friendly Telephone Number to conduct pre-commercial, which marks the commercialization of TD-SCDMA to the crucial step taken.
2006 年 12 5 February, Minister of Information Industry Wang Xudong position, China will issue 3G licenses soon, and are confident 2008 to provide 3G services before Olympic Games, China will follow WTO commitments, according to market demand by enterprises to choose the 3G standard.
2007 年 1 17, lTD soft landing r: 3G, restructuring will be delayed? The Chinese government will not be issued TD license, instead of using the first city established in the 8-9 Test network Currently there are two major bottlenecks TD: First, the industrial chain is relatively weak, not large-scale commercial; Second, the current international and Chinese market is still demand for voice services, demand for data services has not been up. In addition, the UBS China Telecom, China Mobile, China Unicom, China Netcom recombination between carriers also analyzed.
but in the author a number of domestic mobile phone production enterprises, multinational giants China Mobile and some telecommunications experts concerned to communicate, We pointed out that 3G is still the trend is unstoppable, some mobile phone manufacturers has begun scheduling, scheduling cycle of 6 months, that is from July to August 2007 the market size of 3G handsets will.
Link II: mobile terminals and Analysis of the middle software vendors
text / Sea of
Yu
handset hardware manufacturers in the mobile terminals, the United States occupies a leading position, mainly reflected in the concept, design and manufacture of the chip, and its overall design and integration ability and no one can, leader of Motorola.
Nokia is able to become the boss of the mobile phone industry, mainly for mobile phones from Nokia and market understanding, rather than technology leadership.
Korean series adhering to the Japanese mobile phone fine workmanship and fast-changing, beautiful and practical style, but almost do not own the key technologies.
Japanese mobile phone, the domestic mobile phone market with the rationing of reasons, the case in the absence of market pressures into it has not weaned the Japanese mobile phone manufacturers in the world mobile phone market, the competitiveness of the worth mentioning, the Japanese mobile phone from the 2006 mass as evidenced by the defeat of the Chinese market.
Chinese mobile phone makers, in fact only a shell, almost have no real R & D capability of their own, the program is to design the company designs, the hardware is bought, the production is produced by the OEM factory, so the mobile phone manufacturers in China, only the brand and sales channels are dominant.
ResearchInChina Center Research shows that mobile phone manufacturers in the production of four levels, the first level is the OEM production or assembly (SKD or CKD); the second level of production is the design level; third level of production is the module level and the hardware platform level; the fourth level of production is the chip-level production, the global mobile phone manufacturers have this capability is only 10 or so. Most of the domestic brands still in the first or second level level.

phone software software analysis between main mobile phone operating systems and browsers, operating systems, mainly:
Microsoft wince: the shortcomings of Windows onto the phone easily cause a system crash, the price expensive. as follows Microsoft's operating system interface, and computer interface and operation are very close on a Windows system, is very familiar for users to get started.
Symbian OS: is actually a 32-bit operating system, Symbian OS has a multi-tasking, multi-threaded, low-power, low memory footprint, etc., is very suitable for mobile communication devices. Today, Symbian smart phone operating system has captured the world's smart phone market share of more than 80%.
Linux: inadequate security, performance, low price of open source is mainly low to attract mobile phone manufacturers to use.
Palm OS: Palm OS handheld computers using the volume usually more compact products. In addition, Palm handheld battery time is usually longer.
in the mobile browser, the main competitors are Japan's ACCESS Access the NF series browsers, the Norwegian browser Opera's Opera series, ACCESS is the boss of mobile phone browser, Opera occupies the second position. browser is currently no uniform model, there is no uniform technical standards, nor the fact that the standard can cause a strong brand.
mobile Internet browsing no more than two ways: First, Web site content to meet the handheld devices. that is tailored specifically for the mobile phone WAP site, but it is difficult to be compared and the Internet, can not meet the needs of Internet users. say the least, even if that can carry multimedia content, mobile Internet and to meet Also a mini the browser will become the future development direction of mobile wireless Internet access. but mobile browser browsing mode (mobile web display technology) can not meet the needs of mobile Internet users, the technical deficiency is a global cognitive problems. < br> At present, the browsing patterns of mobile phone research and development status are basically two: one is the first browser to read the Web page itself, information, and then re-typesetting, the Web page content into the page layout is similar to convenience Wap mobile phone users to browse; the other is the way through the zoom display order in the small display screen on the whole or part of the Web page, but will have a serious distortion of the results.
mobile browser how to solve the small-screen phone Web page displayed on the big issues? users use the browser, is that the disorder in two actions repeat (cycle), that is, to retrieve content and access ...