econ 314- presentation
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ECON 314- Presentation. Market in Mobile Network. Presentation Outline. Background of Mobile Market in Hong Kong After market services- Positive Network Effect Discounted prices of handsets for subscribers Different monthly charges and plans 4. Free value-added services - PowerPoint PPT PresentationTRANSCRIPT
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ECON 314- Presentation
Market in Mobile Network
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Presentation Outline1. Background of Mobile Market in Hong Kong
2. After market services- Positive Network Effect
3. Discounted prices of handsets for subscribers
Different monthly charges and plans
4. Free value-added services Mobile Number Portability
5. 3G service
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Background
•Keen competition among network providers after the implementation of Mobile Number Portability
•The monthly charge drops sharply
•Hong Kong's Position in the World of Telecommunications
Mobile Phone Penetration Rate**- 2nd Highest in Asia Pacific
Source: ITU Digital Access Index 2002 (Published in November 2003)
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Telecommunication Indicators in Hong Kong
for the fiscal year ending 31 March 2005
Mobile Services
Cellular mobile telephone subscribers
8.214 Million
Digital cellular subscribers
8.214 Million
Percentage of population (%)
118.8%
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The Mobile Market
• 3G operators first launched its services in Hong Kong in 2004
• Competition in the 2G mobile market continues to be intense
• Main mobile network providers in HK:
Sunday, PCCW, Smartone, People, One2Free,…
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Various Services
• Songs downloading $5/song
• Banking services$8/month
• Online betting services$8/month
• International roaming services $55/month
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Why so many services?
Why so cheap?
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Network Effect
The value of a network depends on the no. of people connected to it
Increase the no. of users
Increase the value of the network
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Network Effect
To attract more users
Outcome: 1. more and more services 2. lower price
provide more services
more services attract more users
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Positive Feedback the strong get stronger
the weak get weaker
one single firm dominates the market
But why still so many network providers?
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Collective Switching Cost
• Better off if shifting to the best network
• Due to intra network service, users stay in the network which his friends use
• No one is willing to lead the move
stay in the same network
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Buying Cell Phone
• Can buy from everywhere– Specialty shop (Noki
a, Samsung, Motorla)– Large supply chain (Boardwa
y, Fortress, Wilson……)– Small retailer– Network provider
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Where to buy?
• Specialty shop– Better confidence and better after sales
services
• Large supply chain – More gift
• Small retailer– Cheaper
• Network provider – Cheapest when sign contract with them
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Example
• Nokia 6280– Specialty shop : $ 2780– Large supply chain :$ 2480– Small retailer : $ 2280– Network provider : $ 980 - $2480
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How can network provider charge such a low price?
• Sign contract
• The longer contract, the lower price
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Example (Con’t)
Number of month Monthly fee
Cell phone price
12 $128 $2480
18 $168 $1680
24 $188 $980
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How service provider get profit by selling in low price
• Fixed Cost– The operation system, network etc.
• Variable Cost is relatively low– i.e, with the increase of customer use the
ir services, the total cost won’t increase much
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How service provider get profit by selling in low price (Con’t)
• Attract customer by selling cell phone in low price
• Not sure whether they will incur loss when selling cell phone
• But we are sure if people buy cell phone in such low price, they need to sign contact to use their services for a period of time.
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Why people choose to sign contract?
• After having a cell phone, they need an operator anyway.
• Once the gain in price reduction is larger than the charge in monthly fee, they will sign the contract.
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Different Monthly Plan
Monthly charge $50 $80 $108 $138
Minutes 300 1000 2000 3000
Charge for extra minute
$1.1 $1.0 $0.9 $0.8
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• For example, in the $50 plan, it cost 1 dollar to have 6 minute, but if you exceed 300 minute, it cost you $1.1 per minute, so people will tend to choose $80 plan if they use around 300 minute in order to avoid high extra charge.
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Value-added Services
• Text-messaging
SMS Statistics for Special Dates (unit in thousands)
New Year Day
Chinese New Year Day
Valentine’s Day
Christmas Day
Year Sent Received Sent Received Sent Received Sent Received
2005 --- --- --- --- --- --- 8,716 11,238
2006 9,936 12,163 10,778 12,904 8,041 10,979 --- ---
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Value-added Services
• Free Value-added Services:– Intra-operator SMS– Call forwarding– Caller number display– Call waiting– Voice mail– Conference call– Missed call alerts
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Example
• SmarTone-Vodafone
– Monthly Plan VS. Stored-Value SIM Card
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Monthly Plan
Monthly Fee Basic + Intra mins Free Service
$50 550-Intra SMS -Full Value- added services
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Stored-Value SIM Card
– Call minutes ($0.2/min) 550*$0.2– Caller Number Display Free– Call waiting Free– Call Forwarding ($15/month) $15– Voice Mail ($15/month) $15– SMS ($0.2/intra sms) 10*$0.2
$142
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Implications
• Bundling – Different services are bundled in a tariff pl
an
• Customers are locked-in– Free intra-operator sms– Discounted intra-operator minutes
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Mobile Number Portability
• Mobile Number Portability (MNP) – enables customers to retain their mobile t
elephone numbers when changing from one mobile network operator to another mobile network operator
– Implemented from 1 March, 1999
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Month Number of Successful Portings
Jan 2006 103,965
Feb 2006 109,677
Mar 2006 111,854
Apr 2006 105,539
May 2006 119,658
Jun 2006 122,521
Jul 2006 114,298
Aug 2006 125,627
Sep 2006 128,893
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Benefits
• avoid the costs and inconvenience associated with a number change – cost savings from not having to change m
obile number– cost savings from switching to more effici
ent operators
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Benefits
• keen competition among operators– improvements in efficiency – price reductions result from increased co
mpetition
• avoid repetition and associated costs– savings as a result of there being fewer n
umber changes
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Future trend: 3G
Evolution start: since 1999 in Japan
Now: 60 3G networks in 25 countries
Reason for change: limited capacity of the existing 2G networks
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What is 3G?
1st generation (1980s):
• Analogue network
2nd generation (1990s):
• Digital network
• Wireless telephone technology
• Speed: 9.6 kilobits per second
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What is 3G?
3rd generation: • wireless mobile technology with data
and voice transmission capacities• high speed mobile services ( Video
calling, messaging, e-mail, games, news and information services)
• Speed: Two megabits per second• UMTS (Universal Mobile
Telecommunications Services)
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Strategy adopted
Similar to the “Nintendo and Sega Case”
3G network providers:
CSL, Hutchison, SmarTone, SUNDAY
Others: “Wait-and-see” strategy
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Challenges for network provider
2G network: • Huge initial capital invested• Start from 1990s• Budget not yet recover
High entry fee:• 3G service licenses• New network required
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Challenges for network provider
• Lack of 2G mobile user buy-in for 3G wireless service
• Lack of coverage
• High prices of 3G mobile services
• mobile phone handsets currently available failed to excite public imagination
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Cost Minimization
Government:
Flexibility in license payment Fixed license payment for the first 5 years
Suggestion from Industry:
Separating service provision from network operation
Mobile Virtual Network Operator (MVNO)
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Thank You!
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Q & A