Looking at the Challenges and Countermeasures Faced by Operators in the 3G Era from the Perspective of the Development of the Japanese Telecommunications Industry
Japan is the earliest 3G network deployed in the world and one of the fastest-growing countries in 3G. Therefore, Japan ’s development experience and lessons have some reference for our country.Changes brought by 3G to Japan's operating market
â‘´3G brings opportunities for non-dominant operators
In terms of market share of the Japanese mobile communications market, DoCoMo's market share was 55.7% in 2006, 54.4% in 2007, 52% in 2008, and by September 2009, DoCoMo was 50.3%, KDDI was 28.5%, and Softbank Mobile was 19.4%, e-mobile is 1.7%. Although DoCoMo is still in the absolute leading position, it has already faced serious challenges and diversion. In addition, as the only fixed and mobile integrated service provider in Japan, KDDI has launched the typical FMBC service "auCollecTIveTalk", which enables domestic calls between au (au is the business brand of KDDI) mobile phone users and au home phone users free At the end of 2009, 1.8 million users signed up to use this service, which fully demonstrates the value of FMC to enhance the competitiveness of operators in the 3G era.
⑵ Speed ​​up the transition to 3G
DoCoMo's 3G users are 50.25 million, accounting for 91.6% of all users. It is expected that by the end of March 2010, its 3G users will reach 95%. DoCoMo will officially close 2G mobile services by March 2011, and the original plan was to close by December 2012. 99% of KDDI users are already 3G users. It can be seen that the replacement process of 3G to 2G is much faster than imagined.
⑶The comprehensive ARPU value continues to decline
DoCoMo's 2008 ARPU value was 6360 yen and 2009 ARPU value was 5710 yen; KDDI's 2008 ARPU value was 6260 yen and 2009 ARPU value was 5800 yen; SoftBank's 2008 ARPU value was 4650 yen and 2009 The ARPU value is 4070 yen. Judging from the figures of the three mainstream 3G operators, the comprehensive ARPU value is decreasing. From the perspective of the composition of the ARPU value, the current voice ARPU is continually declining, and the packet data ARPU is slowly rising. DoCoMo expects that the ARPU of packet data services will exceed that of voice in 2011, but the current overall ARPU value is still declining, and the growth of data services cannot compensate for the decline in voice services.
In order to promote the growth of mobile data services, the mobile data tariffs of KDDI and DoCoMo both take the form of monthly subscription, which is divided into two levels. When the user's usage fee exceeds the first level, it will be converted to the second level monthly subscription. How much, the cost will not increase. At present, 70% of DoCoMo mobile phone users are taking a monthly subscription, and hope to enrich the mobile data services to enable more users to use the second monthly subscription.
The current state of development in Japan is also a reminder for operators in China. There must be a clear understanding of the operating situation in the 3G era, that is, data services are growing, but the growth rate is not as fast as imagined, and cannot make up for voice. The decline in revenue due to the decline in business ARPU, therefore, measures must be taken to slow the decline in the ARPU of voice services, and the decline in ARPU of voice services must not be ignored, or only hope is placed on mobile data services.
Market strategy of Japanese operators
In 2009, the number of new users in Japan was only 5 million. Therefore, Japanese operators believe that the Japanese communication market has entered a mature period, and the corresponding market strategy has been adjusted. The focus is: focus on existing users and increase loyalty; Leading; service-oriented and performance (Service / Performance). The specific business development strategies are as follows.
â‘´Enhance loyalty to avoid loss of customers
In a situation where the new market is becoming saturated, Japanese operators attach great importance to the satisfaction and loyalty of existing customers, and actively respond to customer complaints. The current customer churn rate is low. The churn rate of DoCoMo customers was 0.8% in 2008 and 0.5% in 2009; the churn rate of KDDI in 2008 was 0.95% and 0.76% in 2009.
⑵Personalized service
DoCoMo launched the "i-concier" service, which can obtain location information and provide personalized information and services based on this. For example, most Tokyo residents use public transportation to commute to work. The "i-concier" service can locate the bus to find the arrival time and delay of the bus in time, or remind the user of the last subway time at the nearest station. As of October 31, 2009, the number of "i-concier" users has reached 2.46 million, and the content of services provided has grown from 172 to 450. DoCoMo plans to combine community information, use the "BBC" model, and further enrich functions based on positioning data.
KDDI emphasizes music and sports. In terms of music, KDDI's service brand is "Lismo". At present, in cooperation with Sony, music can be downloaded not only through mobile phones, but also from computers and other devices (such as set-top boxes). Now it is developing to download the entire movie. As of February 2008, the number of downloads exceeded 200 million. In terms of sports, the brand used is AUSmartSports, which is combined with running, fitness and other sports, can calculate calorie consumption, give fitness suggestions, and integrate mobile phones with physical health management.
⑶Introduce featured video services
In order to boost mobile data services, DoCoMo launched BeeTV, which mainly targets young people and provides video content suitable for mobile phone screens. Currently, there are not many movies and TV content, generally 8 to 10 minutes of video animation. This service was launched on May 1, 2009 and costs 315 yen per month. As of October 12, 2009, users have reached 800,000. The business strategy adopted by DoCoMo is free for the first week and then charged. From the current situation, more than 70% of users still choose this service after the free period.
â‘· Vigorously develop integrated business
DoCoMo plans to combine mobile phones with various living tools to launch new services. Such as integration with industrial equipment, providing remote control, remote monitoring, firmware upgrades and other services. Integration with the automotive industry to provide services such as map data, remote control, and automatic synchronization based on positioning. Integrate with household appliances to provide services such as data storage and automatic synchronization of remote control. Integrate with radio and television to provide IPTV, targeted advertising, mobile multimedia and other services. Integrate with wireline to provide services such as positioning-based automatic synchronization, remote monitoring, and remote control. For example, there are currently 500,000 cigarette vending machines in Japan, which are prepared to add remote control chips.
⑸Develop social support services
At present, there are many problems in environmental protection, health and medical services. How to achieve the sustainable development of society is a huge challenge. In response to these problems, DoCoMo hopes to conduct business development based on its 54 million users and provide support services to the society. It currently focuses on 5 areas: environmental protection, health management, financial payment, education support, and security.
Micropayment services are the focus of Japanese operators ’development. At the entrance of DoCoMo ’s product showroom, a McDonald ’s mock-up sales desk was set up to showcase DoCoMo ’s mobile banking business. According to reports, at present, DoCoMo has obtained a financial business license, and it has developed a wireless technology in cooperation with Sony, which has been applied to all DoCoMo mobile phones launched. In other words, all mobile phones of DoCoMo have a payment function. Due to the convenience of payment and various benefits, micropayments have developed rapidly.
From DoCoMo's statistics, BeeTV has the largest contribution to the ARPU value, as well as music downloads, games, and SNS. No longer pursue absolute technological leadership
Focus on input and output
In the past, DoCoMo had a strong desire for the introduction and application of network technology. When WCDMA was not fully mature and perfect, it was the first to deploy the first 3G network in the world. In 2009, the downlink rate of HSDPA network deployed by DoCoMo reached 7.2Mbit / s , Uplink reached 5.7Mbit / s, in 2010 plans to reach the maximum downlink 300Mbit / s, the maximum uplink 75Mbit / s. As the first adopter of new technologies, DoCoMo has also paid a great price, so in terms of LTE, DoCoMo no longer pursues the first, but just hopes to become one of the operators who deployed LTE earlier. Currently plans to deploy LTE in December 2010 .
In addition, in terms of specific construction strategies, DoCoMo is not pursuing a comprehensive roll-out, but adopts a gradual strategy in accordance with the current actual business needs to overlap coverage in 3G coverage areas. Deploy first in places where high-speed access is required. It is planned to deploy 20,000 base stations by 2014, covering 50% of Japan's population. DoCoMo will first deploy LTE using the 2GHz band and then expand to 1.5GHz. In construction, DoCoMo will consider making full use of existing 3G base stations. By 2014, within 5 years, LTE investment is expected to be only 30-40 billion yen. In terms of equipment and terminals, the LTE terminal equipment originally launched in December 2010 will be a data card, and mobile terminals will be provided after 2011.
Highly concerned about energy saving and emission reduction
Japan is very concerned about energy conservation in the communications industry. For example, the very low voltage booster circuit (Altra-Low-Voltage-Boostercircuit) introduced by NTT Research Institute is used in solar cells to increase the output efficiency of traditional solar cells by 1.5 times. In order to reduce the shadow problem, the size of the solar panel has been reduced, and it can generate electricity even in a cloudy day. At present, it has been widely used in outdoor small base stations. Solar energy is also widely used in mobile phone terminals. NTT DoCoMo has launched a variety of solar cell phone chargers, which are also generally sold in the market.
According to statistics, after 2000, the power consumption of IDC data centers in Japan has increased dramatically, which has quadrupled by 2009, and will reach 100 billion kilowatts by 2012. Therefore, NTT Research Institute has also dealt with data center power supply and energy conservation issues. A lot of research and development work has been done. At present, the high voltage direct current system (High Voltage Direct Current System) that it is studying uses high voltage DC 400V instead of the traditional 100 / 200V DC power supply system, which can save 15% energy and has entered the field test stage. And hope that the interface standardization can become an international standard. In addition, NTT uses a new type of fuel cell developed by ordinary ceramic technology. Compared with the original ordinary fuel cell, the efficiency can also be increased by 10%. Natural gas and coal gas are used as fuel. It is currently in the trial commercial stage.
Expand international business
As the Japanese mobile communications market has entered a mature stage, Japanese operators believe that to maintain growth, they must turn their attention to the international market. For the international market, DoCoMo's strategy is to provide international telecommunications services, such as providing international roaming and international telephone services for overseas tourists; providing information and communication solutions for overseas branches of Japanese companies; and investing or alliance methods for overseas business. Output experience.
DoCoMo has taken specific measures to strengthen its overseas business, with a focus on the Asia-Pacific region. Currently, it has launched operations in China, Taiwan, South Korea, India, Singapore, Philippines, Bangladesh and other countries and regions. Invested in 6 operators in Asia Pacific, the most recent of which was a partnership with TATA to establish TATA DoCoMo, which accounted for 26% of the shares. Since June 2009, it has provided GSM services. The current development momentum is good, and users have been added for 4 consecutive months. the first.
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