CDMA terminal market highly competitive user experience into the "breaking" the key

2012 "Tianyi 3G Internet phone Fair will be held in Guangzhou in mid-June. The Fair in the Chinese mainland so far has been held three sessions, which attracted hundreds of terminal manufacturers, chip companies, design companies and parts manufacturers and thousands of dealers to participate.
Into the mobile Internet era of smart phones has become the operators fight for market users, an important weapon to expand the flow of income and value-added services. In view of this, the battle of the three major operators in the market, thousands of intelligent machines has been heating up. China Telecom since the end of 2011, and successfully released a telecom version iPhone4S Lumia 800, millet and other popular models, docking with the world's three major operating systems, rich CDMA industry chain terminal varieties.
CDMA terminal industry chain never fell prosperity can not be separated from China Telecom's terminal strategy support, we can see some models of China Telecom Central Purchasing, but is also open to the users own machine network, so that not only enrich and perfect pattern of the channel, but also facilitate activate the terminal vendor sales channels. An industry source said that China Telecom to implement the purchase subsidy policy to consumers while reducing the cost of purchase, greatly expanded the size of the CDMA users, on the other hand has also led to the upstream terminal manufacturers shipments.
On terminal manufacturers to grasp the opportunity of the CDMA terminal development in the new era, and how to deal with the terminal operator policy changes and other topics to discuss, "Communications World Weekly" invited three terminal manufacturers experts.
Telecommunications terminal policy change
"Communications World Weekly":
In 2012, China Telecom terminal strategy, in subsidies channels? What are the implications of China Telecom's terminal policy on your company's mobile phone sales?
Huawei Terminal:
We see the most obvious feature is the starting point of these changes are starting from the user focus on the upgrade of the user experience. Such as larger screens, faster, easier handling, sharper photographs, longer standby time, are reflected in the user continues to advocate for the product experience; These policies also drive the progress of the terminal vendors; and user-centric is Huawei Terminal long-standing business ideas, our C8810, C8812 and many other super-popular star products are launched based on this background, and have achieved great commercial success.
ZTE:
With the development of an intelligent terminal operators' increasing emphasis on application and traffic management. It is reported that mobile traffic revenue over SMS, MMS revenues, we believe that this is also the main direction of future terminal development. ZTE's terminal development ideas fit with the constant attention of the user experience and application development, while helping operators to increase ARPU value. ZTE has been exploring with content providers to develop rich mobile application gives users one-stop ultimate intelligent experience, ZTE production of mobile terminals, but also to the future application of bedding a hardware basis: a high main frequency processor, large memory, friendly user interface and operating convenience features, the other in the battery and the screen are constantly breakthrough.
"Communications World Weekly":
In your opinion, the current China Telecom in the quick push of the C terminal industry chain development What are the challenges?
ZTE:
The scale is still the greatest challenge. Industrial economies of scale has led the development of all the standard market, after several years of rapid development of the CDMA market as a whole scale of billions of dollars, but the Tianyi 3G smart phone compared to other standard phone models, but also the size of a single phone there is great room for improvement, the China Telecom 2012 terminal operations planning one of the two strategies is the scale of operation.
Many new appearance Fair
"Communications World Weekly":
In the Fair, your company will launch and show which new products for China Telecom? These products meet China Telecom, which terminal requirements?
Huawei Terminal:
We will cooperate with the the Tianyi launch wing talk cell phones, will also exhibit the C8810, 8812 and other star products.
Ni Gang:
In order to improve the user experience, this year we will launch a series of dual-mode cloud intelligent terminal to Tianyi users. Research and development for the Chinese users of different sizes from 3.5 inches to 4 inches to 5 inches, from single core to dual-core mobile phone products. These 3G products equipped with Ali cloud OS operating system, not only compatible with the localized application of Andrews, but also allows users to enjoy the broad shopping cloud applications let the user enjoy the fun of the 3G connected life.
ZTE:
The Fair, ZTE, China Telecom's strategy, launched a high low-end series of products, such as the latest in high-end flagship new N970, not only in full compliance with China Telecom on the grade configuration requirements of the mobile phone, and in many configurations have been The leapfrog reached the higher-end mobile phone standard. N880E, N855D, N788, thousands of intelligent machines, but also meet the telecommunications requirements of the specifications for the level of mobile phone and in many configurations, the same goes far beyond the level required by the specifications, with the high cost.
The overall development of "high low" phone files
"Communications World Weekly":
The performance of the CDMA version of the phone of your company in the future, how you expect? 2012 the Company will also launch a which Tianyi smartphone? The mobile phone R & D planning and direction is how?
Huawei Terminal:
Huawei has been a leading brand in the telecommunications CDMA market. According to Shiner, as of the end of February, Huawei in China market phone overall share of the first three, EV-DO handset share to maintain. The product plan for 2012 First entry-level model ($ 700 ~ 1000), continuation of the leading edge of the C8650, Snoic rapid introduction of a variety of dual card dual standby star models in the popular field of intelligent machines to create ten million sales. Two 4.0-inch screen thousands of intelligent machines (1000 ~ 1500 yuan), to create G30X series of Honor on behalf of boutique models, sprint sales of ten million, and strive in the field of the "big screen thousands of intelligent machines, the Huawei brand consumption the preferred. We want to be able to closely fit the telecommunications pace of our shared determination to promote the strategy of the thousands of intelligent machines; in the high-end flagship model, but also to have better performance.
ZTE:
ZTE during the Spring Festival this year, joined the rank of the world's third largest CDMA mobile phone manufacturers, along with more and more new products to market, as well as more in-depth cooperation with China Telecom, ZTE will further consolidate the existing CDMA market and gradually expand the lead. This year is the ZTE intelligent terminal transformation strategy deepen years, ZTE intelligent terminal to the high-end direction of transformation, the launch of the N970 is the the ZTE impact of high-end market to the punch. In addition to the products on display in this year's ITU Telecom ZTE will Tianyi smart new products to market.
Terminal + application to create the characteristics of terminal
"Communications World Weekly":
During the post-3G, how to give full play to the resource advantages of operators, terminal manufacturers, design firms and other parties to the industrial chain, to promote the innovation of the end product, provide personalized terminal; to promote the terminal and business applications, integration of innovation and service innovation, the industrial chain of CDMA terminals involved in the main focus on content. How your company plans with China Telecom, the depth of the terminal and the application of innovation?
ZTE:
Terminal + application CDMA terminal industry in the future direction for the development, ZTE by and Telecom depth cooperation, and play their own research and development, procurement and multi-product line general, serialization, and other advantages of continuing to improve product performance, the focus in order to enrich personalized content and applications, and help China Telecom to promote the Tianyi 3G services and the popularity of the CDMA intelligent terminal.
Ni Gang:
Day language, in the next 5 to 10 years, we hope to become a strategic partner of the operator. To this strategic goal, Amagatarai will create a cost-effective quality products for the majority of 2G customers to experience the life of the 3G mobile Internet lower price threshold. Day language will be adopted by the rich, attractive and unique cloud applications, to enhance consumers' experience of high-quality network of operators and high-speed bandwidth and sticky, and thus to contribute to operating income of the operators. Ultimately reduce the cost of living for consumers to enjoy the quality of life to open the new entrance.
Response to the "price war" need to improve the user experience
"Communications World Weekly":
Operators based on cost considerations, the finalists of the Central Purchasing subsidies end-product prices are generally low, such as thousands of intelligent machines. Which makes the manufacturer gross profit is not high, relies entirely on the amount before they can receive a certain income, which requires not only strong financial strength and the need to have a better cost advantage, but also there is a higher risk of pressure. How do you think? How do I breaking?
Huawei Terminal:
The advantage of the hardware terminal a competitive basis, but Huawei is always the user first, adhere to product quality; user experience is the key to breaking in the future, Huawei has its own clear strategic planning in this regard.
ZTE:
The custom development of the operators now have more and more mature at the same time, operators in the product procurement increasingly more rational, from the performance, appearance to price a rigorous procurement standards, operators to lower the Central Purchasing subsidies end enterprise operators requests for products, the objective is to get consumers. This ZTE breaking policy in three areas, one continuous technological innovation, and achieve cost advantages; is to improve the product structure, speed up the transformation of intelligent terminal; is to strengthen brand building, increase brand awareness; four custom outside of the operator open up more channels.
Learn from internet marketing
"Communications World Weekly":
Recently, a number of terminal manufacturers and Internet companies to launch mobile phone features applications such as Sina and HTC, Baidu, and the DELL, Ali and day language, but there are many terminal manufacturers for such co-operation demonstrated a cautious attitude, such Baotuan How do you look at the profitability and future prospects?
Huawei Terminal:
The launch of the feature phone reflects the current mobile phone market is hot, and also reflects the intent of the strategic development of different vendors, overall, this flourishing situation is also conducive to healthy competition; Huawei will keep an open mind, try conducive to the development of the company and consumers various means.
ZTE:
Based on the broad space for development of the smart phone market in China, in addition to the traditional mobile phone manufacturers, international mobile phone giant, appliance manufacturers, Internet companies, software vendors have joined the battle in the smart phone market in China, how to solve the after-sales service, cost control, etc. issue, but also had to face the challenges of the Internet companies involved in the mobile phone industry. For ZTE, ZTE has been the main strategy of cost-effective, compared to some markets, the Internet phone, Internet, mobile phones, ZTE's dominant in terms of professionalism, stability, and after-sales service.
"Communications World Weekly":
The face of millet so high with low-cost, Internet sales, the mode of operation of the hunger marketing strategy, but within a few months, sales increase to 1 million, how to deal with your company?
Huawei Terminal:
Huawei Terminal and the actual situation of these companies, our range of products and even have the sales of ten million, we will focus on product quality and user experience; but these good marketing practices, we will study and learn.
ZTE:
Thick plot premise, ZTE to participate in market competition in two ways: First, "Yes, I have gifted, gifted people I" value competitive strategy; second is to create new market rules - leapfrog competition.