通信行业营销－普华永道：关于移动行业的趋势分析

1、AAA分 An Integrated Approach toBilling, Call Center and CustomerRelationship ManagementADiscussion Document语 August 31, 2000从量 了0可 ContextKey issues for China MobileThe Communications Enterprise SolutionArchitecture (CESA)Customer Relationship Management (CRM)About PricewaterhouseCoopers China Mobile facing growing competition from bothUnicom and China TelecomCMCCs billing and IT infrastructure are inadequate toSustain competitive advantageLarge scale and rapid IT infrastructure development isreq

2、uiredCMCC has requested PricewaterhouseCoopers”assistance in building a worldclass IT infrastructureWe are the undisputed leaders in this area worldwide，and have unique delivery capabilities in ChinaKey Issues for China Mobile Key Trends in Mobile Telecoms4 PricewaterhouseCoopersMobile voice is maturing The value of mobile voice services has peaked. Much of the valuegrowth in the US is now substitutiveAverage Revenue Per Subscriberils declining . keeping EBITDA margins flatoo。 | USA Cellular EBI

3、TDA%SonerasARPU development 1991-1999 0 280 Penettation T 70% 一ARPU70 下 60% 莹外 st%人 40% 三三4生风 30%天3 译20 510 10% 三0 0% 三 em 9 2000 200 2002愉轩这 Ti datn repreents reolts ra vtpiealr eelalar companyomree DD* Sonerais re-branded Telecom Finland Mobile5 PricewaterhouseCoopersIn the US, mobile valuations generally exceedcash generation by a significant margin ltis thought that data services will ultimately fll this value gapwith mobile devices becoming the ECommerce tool of choice”for most consumers% M

4、obileFMC100%“Substitution70%E “Data/BroadbandRe6 PricewaterhouseCoopers Asia - Japan, Hong Kong, Taiwan, and Singapore - 2002+portend to be leaders in the introduction of mobile data 2007-02applications2000-077999 -2000Enfoaeeesssntranet7998-TnformationBroadeast Tietransfersdownload 1SP: imageransfer 0ET1有Many believe that Internet access Wimove to the “handset” 了Projections of WAP, Cellular Subs, and Internet Subs Growth .400.000.000Ta200.000.000TO000000.000800.000.000 Projected PCConneeted to

5、the| ipataqment 10y9g)600.000.000 Er400.000.000200.000.00081996sg 9 200 20 202 203 5 Information Services Database search Specialist products: e Entertainment Corporate databases ER日 Games Email Banking File transfer Machine monitoring日ECommerce Intranet access Navigation & logistics。 E-mail Internet access productsee Video telephony Vehicle navigation Ahemative products:Personal navigation Video telephony0 卫 fortechnologies”Wireless homes The combination of multiple services and segments will l

6、ead to the development ofacomplex new value chain that combines content, transport and solutionsTraditional Mobile Value Chain Network ServiceManagement/ | Provision.Network :Sales andplanning marketingNetwork BiingconstructionCustomer.Network careoperation10 and UMTS)CustomerFuture Mobile value ChainContent Transport Solutions CustomerProduction， ，Coreand Hardware anddistribution access software solutionsand transmission 。 enabling theaggregation 。 of data products to beofcontent UsedInternet.Edltors, backbone 。 Smartphones,Magazines， providers， 。 PDAs and InternetOn-Line,and Access browsersiPorals providers Corporate Intranet(e.g.GSM software

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