3G triggered a new round of shuffled domestic mobile phones facing new challenges
In 2009, 3G became the center of gravity of the domestic mobile phone market. The mobile phone market has experienced three stages of downturn, recovery and growth. After a year-long in-depth exploration of the network, terminals and business in China's mobile phone industry, the thinking has gradually become clear.
In 2009, 3G became the center of gravity of the domestic mobile phone market. The mobile phone market has experienced three stages of downturn, recovery and growth. After a year-long in-depth exploration of the network, terminals and business in China's mobile phone industry, the thinking has gradually become clear.
3G: Tianyi takes the lead
The data of China Telecom Tianyi mobile phone has been released in 2009. The relevant person in charge of China Telecom revealed that in 2009, the overall Tianyi terminal market size was nearly 30 million units, which was close to three times the best in history, and the market share reached 17%. It is expected that the first quarter of next year China Telecom will become the world's largest CDMA operator.
"2009 is a year of creating brilliance and miracles for China Telecom. We know that these achievements are inseparable from the support of partners in the industry chain." In a recent industry conference, we were in the hands of many CDMA mobile phone dealers In general, Ma Daojie, general manager of China Telecom Terminal Management Center, said with emotion.
For China Telecom's CDMA business, 2009 was an unusual year, because this was the first year that China Telecom officially took over the CDMA business, and it is well known that what was the situation of the CDMA network when China Telecom first took over. In fact, China Telecom needs to start anew in all aspects, especially in 3G construction.
Domestic brands: steady growth
The latest data released by the survey agency Sano shows that China's 3G development is entering the fast lane. In November, 3G mobile phone sales exceeded 1 million for the first time, and mobile phone manufacturers showed a trend of concentration. Samsung, Nokia and Coolpad's market share exceeded 60%. In November, 3G mobile phone sales reached 1.176 million units, an increase of 310,000 units from the 860,000 units in October, an increase of 35.9% from the previous month. Among them, TD-SCDMA mobile phone sales increased the most, reaching 74.7%, EVDO mobile phones increased by 36.5%, and WCDMA mobile phones increased relatively less in November.
Industry experts said that with the successive launch of thousands of yuan 3G mobile phones, the reduction of 3G tariff packages, the enrichment of 3G terminals and the diversification of 3G services, consumers' awareness and acceptance of 3G is increasing, which is the sales of 3G mobile phones. The rapid growth of China has laid the foundation, and the 3G industry has entered a new stage of rapid development.
In addition, the development of the 3G market has also promoted the reshuffle of mobile phone manufacturers. From the perspective of the market share of the entire 3G market, Samsung ranked first, followed by Nokia, Coolpad ranked third, and the combined market share of the three companies exceeded 60%. Coolpad became the only domestic brand in the top three in the 3G market.
Competition: reshuffle to survive
Next year the mobile phone market will usher in stronger growth momentum. According to the market research agency GfK, mobile phone sales in 2009 will increase by 5% over 2008, and the overall market growth of mobile phones in 2010 will reach 9%. In addition, the structure of the mobile phone market will change significantly. The annual sales of the GSM mobile phone market in the 2G market will decrease by 15% compared with 2009; the 3G market will also be a hot spot for operators to compete for. In 2010, the 3G market share will be in the overall market The proportion of will increase rapidly, the sales market share exceeds 20%, and the sales growth rate is expected to exceed 500%.
It is foreseeable that with the gradual "friendliness" of 3G mobile terminal prices, the continuous innovation of 3G products, coupled with the high subsidies of operators, the future market share of 3G mobile phones will also grow rapidly, and the structure of the entire mobile phone market will also Significant changes have taken place.
Squeezed by the 3G market, the price of GSM mobile phones continues to fall, which leads to the continuous downward adjustment of product positioning and the continuous decline in profits. The future development space is constantly shrinking. Although benefiting from the launch of the 3G market, from the perspective of market competition, domestic mobile phone companies are still in a disadvantaged position compared with several major foreign giants in 2009. Due to the fierce competition in the mobile phone market, the traditional model of relying on hardware for profit has been severely challenged. All mobile phone companies hope to enter the software and content industries to seek new profit growth points.
All in all, the current situation in China's mobile phone industry will inevitably lead to a reshuffle in the industry. The challenges of China's mobile phone brands will become greater and greater, and the performance differentiation of manufacturers on different fronts will become more and more obvious.
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