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The author:(作者)归海一刀published in(发表于) 2014/3/20 5:46:09 Interpreting the link 4G： “the tripod“ breakout of the times，
Interpreting the link 4G: "the tripod" breakthrough-in the age of the link 4G, mobile 4G, Telecom 4G,4G-IT information Interpreting the link 4G: "the tripod" age breakout
China Unicom announced on March 18, 4G subscription with Terminal strategy, three carriers finally started in the 4G era, the formal leagues.
By contrast can be found, from Terminal industry chain and user point of view, the three carriers 4G policies vary widely. Author interview with Unicom senior and staff after the talk with various parties, China Unicom 4G interpretation of policy, combined with two other operators are 4G policy to find the differences.
4G investment and network coverage
1 2014 investment scale is about $ 80 billion, China Unicom, China Unicom marketing General Manager Xiong Yu, the author says, which wireless network investment expected 20 billion yuan, but 3G and 4G concrete investments also depends on the specific situation. Industry is expected, the link 4G network investments to 5.01 trillion yuan this year. By contrast, China Mobile and China Telecom, 4G much more clearly, which is expected to exceed 50 billion yuan this year, which is approximately 41.7 billion yuan.
2, China Unicom is currently 25 national network of 4G city, May 17 Telecom will open 56 major cities this year for more than 300 city 4G network coverage. China Mobile is currently due for 4G commercial city more than more than 20 plans up to 100 in the first half, before the end of up to 340. China Telecom CDMA EVDO Rev. A standard limited downward evolution, from the end of 2012, new requests should be marked on most base stations vendors must support the smooth evolution to LTE FDD, 4G commercial cities, currently has more than 30 more. "The most important thing is to see the FDD licensing time", says an internal staff of China Telecom.
3, China Unicom is expected to 4G base stations more than 50,000 during the year, China Mobile is 50.55 million, China Telecom was estimated to be about 200,000.
"Reading" China Unicom network planning shows that Unicom LTE 4G networks of the future will mainly cover the hot zone, city and County, 3G network will cover developed towns, townships and rural areas in the coming period the main guarantee coverage of GSM voice network 2G. 2014 4G base station of a relatively small number of China Unicom, as Xiong Yu, General Manager of China Unicom marketing said: "China Unicom upgrade will give priority to ensuring the HSPA + network 3G full coverage, in hot-spot areas will overlay TDD/FDD network, will not build 4G network in the near future."
By contrast, China Mobile's 2014 years 3G network 4G network-building than in the last 5 years more investment sum of, on the one hand prove that China Mobile TD-SCDMA network is really "help is not on the wall", on the other hand also shows China eager to build a complete 4G network, drawing on the 3G network construction in the early "sprinkled pepper" phenomena, focusing more on network optimization. Judging from the coverage, China Mobile and China Telecom 4G network coverage is more extensive.
4G end
1 year is expected in 2014, China Unicom ordered for and sell 100 million mobile phones, with 4G of more than 50 million units last year. China Mobile's 2014 goal TD of sale 220 million, of which 4G 100 million. China Telecom targets point-of-sale 100 million units for the year, 4G of 36 million units.
2, China Unicom targets total ordered 150 4G LTE Terminal. China Mobile is expected to more than 300 4G 2014 annual Terminal listing, of which 4G more than 200. 2014 China Telecom Tianyi Terminal target 3G end of paragraph 270, 4G end of which 90 models.
2014 year 3 and China Unicom plans to sell thousands of Yuan 4G 16 million units, Terminal 18 million Yuan price 1000-2000, 2000-3000 Terminal 6 million Yuan price, 3000-4000 Yuan price Terminal 4.5 million vehicles, more than 4000 Yuan price Terminal 5.5 million units. China Mobile has launched thousands of 4G mobile phones in the first quarter of this year, including dispatches shipments exceeded 2 million units last year. China Telecom plans to launch in the first half 4G of thousand dollars, more than thousands of phone support 4G network in the second half.
4, China Unicom had planned years ago using the HSPA+ 42M concept to promote 4G, but the middle was halted the Ministry. At the press conference yesterday, China Unicom announced will drive TDD/FDD/WCDMA/EDGE/GSM four die customized machine products, and support HSPA+ 42M down. China Telecom 4G end similar to China Unicom, in short term, small order FDD/CDMA/GSM tri-mode mobile phones used for testing after the network, currently set to gather requirements in considering the introduction of TDD/FDD/four-mode 4G.
"Read" with all three carriers 4G end policy released in 2014, nearly 190 million total domestic carriers plan to sell 4G phone, Smartphone sales in China of about 40% per cent. It is interesting, clear 4G of China Mobile users develop a target of 50 million, said Xiong Yu, China Unicom Marketing Department, since the Unicom launch is "4G/3G integration package", therefore do not clearly distinguish between 3G/4G users, Unicom is currently 3G user 123 million, plans to develop 3G+4G user size of 180 million years.
In domestic operators general attention of thousand Yuan machine area, China Unicom market Marketing Department Deputy General Manager library Wei stressed said: while mobile Qian three quarter has launched variety 4G thousand Yuan machine, but China Unicom today also launched has 999 Yuan of cool sent 4 g dual SIM thousand Yuan machine K1, next also will launched eight nuclear, and giant screen, and super long standby, models, target continues to leads the 4G thousand Yuan machine market.
4G subscription
1, tariff barriers
4G user on the threshold, Chinese national link 4G package to 76 Yuan/month at least. National standard of China Mobile for 128 Yuan/month at least, but the province also adjusted, such as Guangdong Mobile new fifty eight-eighty eighths two 4G packages, Beijing Mobile launches the 4G packages on demand. Single data package 40 Yuan/month at least, but voice calls package 48 Yuan/month at least, users can be arranged freely. China Telecom charges, there are only 4G data card package, minimum consumption of 70 Yuan.
2, within the package:
China Unicom has launched the "4G/3G integration package", package traffic increased dramatically. Case study of a package 156 Yuan to Unicom, comparison and integration of 4G/3G a similar monthly fee package 166 Yuan, inner voice from 429 minutes up to 500 minutes, increase data traffic from 500MB to 2GB.
Mobile 4G package 4G package consists of 40, 50, 70, 100, 130, 180, 280 Yuan 7, voice packages into 48, 58, 88, 168, 238, 328, 408 7. 70 Internet package + 88 voice package combinations, for example (156 dollars), includes 1GB flow length + 500 minutes of voice calls.
China Telecom's 4G there is only pure data package: 70, 100, 130, 200 Yuan and 280 total 5 files, one for each month of 1G, 2G, 3G, 6G and 10G flow; card set for 300 yuan, including 6G flow, annual card package 600 Yuan, containing 12G.
3, outside the package
China Unicom 4G package inadequate drain/MB 1GB according to 0.3 Yuan charged to 60 Yuan (200MB), the user will receive an extra 824MB free flow (60 Yuan/GB) before each beyond 200MB in accordance with this standard, up to a maximum of 0.06 Yuan/MB.
China Mobile was 0.29 Yuan/MB (mobile data traffic charges, 1KB billing unit standard, customers ' parts of the Internet are less than 1KB at a time, calculated in accordance with 1KB).
4G packages in excess of China Telecom charges for some standard 0.3 Yuan/MB 0.29 Yuan/m with China Mobile, but China Telecom during the promotion period before June 30 this year, the rates will drop to 0.1 Yuan/MB.
4, supporting policies:
China Unicom has launched a package of foreign traffic "double cap" measures for users beyond the package after foreign flows to 600 Yuan, stop charging, but users can still continue to use it. When domestic traffic reached 15GB, automatically turns off data features. In addition, China Unicom also launched a "traffic for six months" and "the longer the more you save in the net" network-age upgrade plans, next will launch a free combination package Terminal shared packages, such as tariff policy.
China Mobile has been developed in the 4G service before "500 Yuan 15G double ceiling" policy. User-set flow reaches 500 Yuan will not continue to pay, set maximum outflow reached 15G automatically after closing the data Internet functions. So it seems that "the House is not lost."
China Telecom's data card packages, 6GB/6 divided into 300 yuan a month, $ 600 worth of 12GB/12 month, two kinds of pre-paid subscription packages, there is no published "capping" policy.
"Reading" the moment that China Unicom is "4G/3G integration package" in terms of tariff concessions, in particular flow out of 200MB will be offered outside the package 800MB, tariff "double cap" policy for large data users demand more secure. But need to be reminded that the user access in most of the scene actually Unicom upgraded HSPA + 21M/42M 3G networks, and, of course, the rate at which age the vast majority of users, if it's not in-line HD video is sufficient.
From the Terminal, network, tariff, the whole perspective. First half of users if you choose to purchase access, recommend selecting Unicom "4G/3G integration package", Terminal, 3G+4G network mix enough style, after all, is more stable and more concessions. If you purchase access after three quarters, you will need a mobile 4G packages, after all, move the 3G network does not to force, but with the 4G rapid deployment, 4G of network user experience smoother. Intend to purchase NET China Telecom users, it is recommended that specific to FDD LTE licensing time, FDD and telecommunications network and Terminal strategy.
OTT challenges
4G times, three operators OTT strategies are more divided.
China Telecom with NetEase in 2013 to put together business, "evolved from" micro-competition. Open data, user January letter size of 39 million this year. But from the current activity and developments in terms of the letter, apparently were not optimistic of the future.
China Mobile Vice President Li zhengmao said in an interview with the author: "operator in the 4G era, should be fully accelerated its own business integration, VoLTE can be voice, SMS, MMS, video, application of different business packages and bound with the phone book. Operators only the self-revolution, through converged communications (Rich Communication Suite) business, would radically change the traditional communications industry, better cope with competition from OTT Internet products and cooperation. " It is reported that China Mobile has planned to launch during the year 4G with converged communications capability.
Product innovation of China Unicom General Manager Li Hongwu, the author says, in response to OTT on the issue, all three carriers chose a different path according to their own realities. China Mobile, China Mobile based on current network conditions, radical in pushing converged communications based on 3GPP standards, success also depends on the chip, networking, Terminal industry chain maturity. Main choice of China Telecom and the Internet compete with micro-enterprise cooperation. Simple to follow strategies of China Unicom that OTT has no way out, are observing and studying how to deal with, there are related projects in advance.
"Reading" in 4G, networks and industrial chain under the background of rapid development, while operators have different strategy for dealing with OTT, 4G subscription price war had actually begun, over the long term trend of pipeline seemed inevitable. Certainly, three big operators in 3G era also are has awareness to flow operating of importance, and Internet enterprise of cooperation more close, and began launched according to application divided of "directed flow", and by Internet Enterprise purchased, and growth to themselves user of "Hou to flow", and this will in 4G era will obtained more widely of application, eventually led to new of mobile Internet mode, and even new of giant company of produces.
解读联通4G：“三足鼎立”时代的突围 - 联通4G,移动4G,电信4G,4G - IT资讯解读联通4G：“三足鼎立”时代的突围
中国联通于3月18日公布了4G资费与终端策略，三大运营商终于开始在4G时代正式对垒。
通过对比可以发现，从终端产业链和用户角度来看，三大运营商4G策略其实千差万别。笔者在采访联通高层，并与不同部门员工详谈后，对中国联通4G策略进行解读，并结合其他两家运营商4G策略寻找其中的差异之处。
4G投资与网络覆盖
1、中国联通2014年投资规模规模约800亿，中国联通市场营销部总经理熊昱对笔者称，其中无线网络投资预计200亿元，但3G与4G具体投资比例还要看具体情况决定。业内预计，联通4G网络投资今年为50-100亿元。与之相比，中国移动与中国电信4G投资更为明确，前者今年预计超过500亿元，后者约417亿元。
2、中国联通目前全国开通4G网络城市25个，5月17日电信日将开通56个重点城市，年内将实现300个以上城市4G网络覆盖。中国移动目前开通4G商用城市20余个，计划上半年达100个，年底前达340个。中国电信因其CDMA EVDO rev.A制式向下演进有限，从2012年底新建的大部分基站上就要求应标厂商必须支持向LTE FDD的平滑演进，目前国内开通4G商用城市30多个。“最重要的还是要看FDD的发牌时间”，一位中国电信内部相关员工强调称。
3、中国联通预计年内4G基站超过5万个，中国移动为50-55万个，中国电信预计约为20万个。
【解读】中国联通网络规划显示，未来联通LTE 4G网络将主要覆盖热点区域、市区和县城，3G网络将覆盖发达乡镇，而一般乡镇与农村地区在今后一段时间内则主要保证GSM 2G语音网络的覆盖。中国联通2014年4G基站建设数量相对较少，就如中国联通市场营销部总经理熊昱所言：“联通将优先保证HSPA + 3G全网升级覆盖，在热点地区将会叠加TDD/FDD网络，近期不会到处建4G网络”。
与之相比，中国移动2014年内4G网络建设将比过去5年3G网络的投资总和还要多，一方面证明中国移动TD-SCDMA网络确实“扶不上墙”，另一方面也说明中国移动急于建立完整覆盖的4G网络，吸取了3G初期网络建设“撒胡椒面”的现象，更注重网络优化。从覆盖范围来看，中国移动与中国电信的4G网络覆盖将更加广泛。
4G终端
1、中国联通年内预计2014年销售1亿部订制手机，其中4G手机超过5000万部。中国移动2014年目标销售TD终端2.2亿部，其中4G手机1亿部。中国电信目标年内销售终端1亿部，其中4G手机3600万台。
2、中国联通目标全年共订制150款4G LTE终端。中国移动预计2014全年将有超过300款4G终端上市，其中4G手机超过200款。中国电信2014年天翼终端目标3G终端270款，其中4G终端90款。
3、中国联通2014年计划销售千元以下4G手机1600万部，1000-2000元价位终端1800万部，2000-3000元价位终端600万部，3000-4000元价位终端450万部，超过4000元价位终端550万部。中国移动今年第一季度就已推出千元4G手机，其中酷派单款出货量已超过200万部。中国电信计划上半年推出千元4G手机，下半年千元手机以上支持4G网络。
4、中国联通年前曾计划使用HSPA+ 42M概念来宣传4G手机，不过中途被工信部叫停。在昨天的发布会上，联通宣布将推动TDD/FDD/WCDMA/EDGE/GSM四模定制机产品，并向下支持HSPA+ 42M网络。中国电信4G终端思路与联通相似，在前期小规模订制FDD/CDMA/GSM三模手机用于试验网建设后，目前集采要求已在考虑引入TDD/FDD/ CDMA /GSM四模4G手机。
【解读】随着三大运营商4G终端政策全部出炉，2014年国内运营商总计将计划销售近1.9亿部4G手机，占比国内智能手机销量约40%。有意思的是，中国移动明确4G用户发展超5000万的目标，而中国联通市场营销部总经理熊昱则表示，由于联通推出的是“4G/3G一体化套餐”，因此并不能明确区分3G/4G用户，联通目前在网3G用户1.23亿，计划年内发展3G+4G用户规模达1.8亿。
在国内运营商普遍重视的千元机领域，中国联通市场营销部副总经理库伟强调称：虽然中国移动前三季度已推出多款4G千元机，但中国联通今天也推出了999元的酷派4G双卡千元机K1，接下来还将推出八核、巨屏、超长待机等机型，目标继续领跑4G千元机市场。
4G资费
1、资费门槛
在4G用户门槛上，中国联通4G全国统一套餐为76元/月起。中国移动全国资费标准为128元/月起，但各省公司也有调整，比如广东移动新推58/88元两档4G套餐，北京移动则推出了4G自选套餐。单数据套餐40元/月起，但语音通话套餐48元/月起，用户可自由组合。中国电信4G资费目前只有数据卡套餐，最低消费为70元。
2、套餐内:
中国联通推出了“4G/3G一体化套餐”，套餐流量大幅提升。以联通A套餐156元档为例，对比与之月费相近的4G/3G一体化套餐166元档，套内语音由429分钟提高至500分钟，数据流量由500MB提高至2GB。
中国移动4G套餐4G上网套餐分为40元、50元、70元、100元、130元、180元、280元7档，语音套餐分为48元、58元、88元、168元、238元、328元、408元7档。以70元上网套餐+88元语音套餐组合为例（156元），包含了1GB流量+500分钟语音通话时长。
中国电信4G目前只有纯数据套餐，分为70元、100元、130元、200元以及280元共5档，分别对应每月1G、2G、3G、6G以及10G流量；半年卡套餐为300元，包括6G流量；年卡套餐600元，含12G流量。
3、套餐外
中国联通4G套餐外流量不足1GB时按照0.3元/MB计费，达到60元（即200MB）时，用户将额外获得824MB免费流量（即60元/GB），之后每超出200MB都按照此标准收费，最高可达0.06元/MB。
中国移动为0.29元/MB（移动数据流量标准资费以1KB为计费单元，客户每次上网不足1KB的部分，按照1KB计算）。
中国电信4G套餐中超出部分标准资费元0.3元/MB也与中国移动的0.29元/M相当，只不过，中国电信在今年6月30日前的优惠期内，这一资费标准将降至0.1元/MB。
4、辅助政策：
中国联通推出了套餐外国内流量“双封顶”措施，对于用户超出套餐外国内流量达到600元后，停止计费，但用户仍可继续使用。当国内流量达到15GB时，将自动关闭数据功能。除此之外，中国联通还推出了“流量半年包”以及“在网越长优惠越多”网龄升级计划，下一步还将推出自由组合套餐，多终端共享套餐等资费策略。
中国移动之前已在4G服务中制定了“500元15G双封顶”策略。用户套餐外流量使用达到500元时将不再继续收费，套餐外流量达到15G上限后自动关闭数据上网功能。如此看来，“房子丢不了”。
中国电信只有数据卡套餐，分为300元的6GB/6个月，600元的12GB/12个月两种预付费资费套餐，目前并没有公布“封顶”政策。
【解读】从目前来看，中国联通“4G/3G一体化套餐”在资费方面更加优惠，特别是套餐外流量超出200MB即送800MB，资费“双封顶”策略对大数据需求用户来说更加有保障。但需要提醒的是，用户在绝大部分场景下接入的实际上联通升级后的HSPA + 21M/42M 3G网络，当然这个速率岁绝大多数用户来说，只要不在线看高清视频已经足够。
从终端、网络、资费的整体角度考量。用户如果上半年选择购机入网，更建议选择联通“4G/3G一体化套餐”，毕竟终端款式够多、3G+4G网络组合更加稳定，也更加优惠。如果三季度之后购机入网，则可考虑中国移动4G套餐，毕竟移动3G网络确实不给力，但随着4G网络迅速部署，4G网络的用户体验更加流畅。对于打算购机入网中国电信的用户而言，则建议具体要看FDD LTE发牌时间，以及电信的FDD网络覆盖与终端策略。
应对OTT挑战
4G时代，三家运营商应对OTT战略也更加分化。
中国电信与网易2013年联合推出易信业务，“抱团取暖”应对微信竞争。公开数据称，今年1月易信用户规模达3900万。不过从目前易信的活跃度和发展情况而言，未来显然并不乐观。
中国移动副总裁李正茂在接受笔者专访时称：“运营商在4G时代应全面加速自有业务融合，可以将VoLTE语音、短信、彩信、视频、应用等不同业务进行打包，并与手机通讯录进行绑定。运营商只有自我革命，打通融合通信（Rich Communication Suite）业务，才会彻底改变传统通信行业现状，更好地应对互联网OTT产品的竞争与合作”。据悉，中移动已计划年内推出具备融合通信功能的4G手机。
中国联通产品创新部总经理李红五对笔者表示，在应对OTT问题上，三大运营商都根据自身的现实状况选择了不同道路。中国移动中国移动基于现有的网络状况，在基于3GPP标准推融合通信方面比较激进，能否成功还依赖于芯片、网络、终端等产业链的成熟。中国电信主要选择与互联网企业合作与微信竞争。而中国联通认为OTT的简单跟随战略已没有出路，正在观察和研究正在如何应对，已有相关的项目在推进。
【解读】在4G网络与产业链快速发展的大背景下，尽管运营商应对OTT策略各有不同，但4G资费价格战实际上已经开始，从长远来看管道化趋势似乎不可避免。当然，三大运营商在3G时代也都已认识到流量经营的重要性，与互联网企业的合作更加紧密，并开始推出按照应用划分的“定向流量”，以及由互联网企业购买、增速给自己用户的“后向流量”，而这将在4G时代都会获得更加广泛的应用，最终催生新的移动互联网模式、甚至新的巨头公司的产生。
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