4G independent of China Mobile phone, neither what?
-4G, moving 4G own-brand mobile phones, China Mobile-IT news 4G independent of China Mobile phone, neither what?

Brand of China Mobile's first after five die ten M811 release frequency 4G machine, increasing industry speculation and doubts about its layout in Terminal.

The 2014 Asian communications Expo, China Mobile Chairman XI guohua, respond to questions, moving brand cell phones not for profit, but rather to improve the user experience.

China Mobile in 300 million Yuan, is not short of money. But why China Mobile partners to "snatch" market? Why launch in nearly a year, selling only 520,000 units? Launch 4G mobile phone strategy and what is the logic behind it? Senior author with China Mobile, the Terminal company and market leader, domestic mobile phone manufacturers battling multiple times, such as dialogue, the following are the main information point:

Push-4G own-brand phone, not really for the money

Moving 4G own brand, market positioning, pricing and promotion caliber, basic thinking 3G thinking, this model is more difficult to make money.

1, thousands of low profits. China Mobile executives promised on many occasions, in terminal areas, 4G main-end, thousands of smart phones , not only against the other terminal manufacturers, the Chinese Mobile brands as well. Besides the M811 price of 999 dollars, moving thousands of dollars this year to push its own brand. China Mobile says on access to information, first two branded phones M601, M701 sold about 520,000 units, even at 1000 Yuan per unit, calculated on the net interest rate 5%, profit is more than more than 200 million, having China Mobile day earn more than a year.

2, five multi frequency higher costs. According to the white paper unveiled by the China Mobile terminals, 4G ordered five multi frequency mobile phone needs to support. A Terminal manufacturer bosses told me that mobile operators, top in the industry, negotiating with chip makers, ODM Manufacturers say a lot. The same configuration, General terminal manufacturers, there is simply less than a thousand dollars or less. A mobile channel executives said China Mobile is not making money, channel sales per unit, less than 40 Yuan in net profit, and therefore lack of distribution power.

Subdivision 3, positioning group. Dysprosium move Vice President Li said the M811 is representative of thousands of smartphones with cost-effective terminal. "In the future, move in sectors such as health and education, market segments, such as trying to launch some elderly machines feature a unique, cost-effective end products." Li also said that this year will launch a $ 100 to $ 150 in the low-end 4G smart phone, in rural China, Africa needs the low-end. It shows brand positioning consumer groups, to earn money, a Word, hard.

Without the money, why should we push 4G autonomous machine?

Move as a State-owned enterprise, leading position in TD-LTE industry chain in the world, cannot be shortsighted, not for money, nothing wrong. However, to move this "good intentions" industrial chain does not seem to buy it. More interpretation for several reasons:

1, five die ten 4G to establish "model"

Move top announced this year to sell 100 million TD-LTE phone, and prices in the thousands of dollars or less. Domestic mobile phone bigwigs privately to the author, "said making one move five die 4G phone, priced at thousands of dollars, is expressly designed to is just trying to in the terminal area and establish a" model "and set the relevant standards, thereby enhancing the 4G negotiating clout with terminal manufacturers.

2, accelerating internationalization of TD-LTE industry chain

Li expressed on many occasions, China Mobile will die 12 five-frequency as a basic system to the world, Africa needs the low-end. Dysprosium Li Hui said China Mobile will work with France Telecom, GTI cooperation will move its own brand 4G in the international.

It seems that through its own brand 4G mobile phone, is moving to attract international attention as a "tease."

3, after falling profits, increase innovation highlights

China Mobile in 2013 and 2014, a steep decline in profits in the first quarter, OTT in the micro-and "virtual business" under the pressure, if nothing else, move through 2014 first-half profit will still be in a State of decline. How to give shareholders a glimmer of hope?

XI guohua said, SMS MMS can't flow management may one day meet "ceiling", operators only into content and application, will not be "piped".

OTT in the micro-and "virtual business" under the pressure, SMS MMS will die, operators expand into new areas, relating to content and mobile Internet applications, capital market needs this kind of new stories.

4, moves executives reached a "consensus"

Li Yue, the own-brand Terminal value, personally involved in mobile phone testing. In an interview with the author, he said, has launched its own brand machine very pleased with it. China Mobile group will increase investment in the Terminal and determined efforts of an independent product roll out soon. Earlier, nuggets and quite agree with our own brand machine, but in the Mobile Asia Expo, XI guohua on own-brand machine "prurient interest", it seems that in terms of brands, mobile executives have reached a consensus.

5, the "difference" competition

At present, China Unicom and China Telecom have not yet received their FDD commercial licence, but are actively working on the layout. China Mobile, 3G the lessons of trapped in the network loss is currently the most important 4G of "differentiation" development period from China Mobile's "great leap forward"-4G network layout can see this. In addition, in the long run, TD-LTE if you want to compete with FDD-LTE, to be internationalized, you must obtain a major international operators, chip manufacturers, terminal manufacturers and other industry supporting it. Therefore, greatly promote the current bottleneck of multi frequency of five thousand RMB 4G terminals, China Mobile issues must be resolved first.