0
CSL
Nicole DIAO HONGFANG 1155037755 Sylvia ZHANG SHIWAN 1155036953 Aiur WU TIANYI 1155037073 Ann JIANG AN 1155036790
Jessi...
2
Information
Strategic Analysis
PLAYERS
3
Players
4
INTRODUCTION
5
C
S
L
ommunication
ervices
imited
Introduction
6
C
S
L
reate
imple
ife
Introduction
7
CSL Limited
 Headquarters Hong Kong
 Industry Telecom
 Founded 1983
 Parent Company Telstra Corporation Limited Austra...
9
Introduction
Brands
The First operator to adopt multi brand strategy
 1010
 One2Free
 New world mobility
Key Facts
 It is Hong Kong's first mobile network operator.
 It was the first in the world to begin a High Speed Switche...
Business
 Retail
Around 40 retail shops under three different brands.
 Corporate
Provide total mobile solutions to corpo...
REVENUE MODEL
12
 Sales of mobile communication equipment and devices
 Basic communication charges (pre-paid, post-paid)
 Value-added se...
Revenue Model
Cloud Service
Anyplex
Library of Hollywood blockbuster movies on demand
GameBox
Cloud-based mobile gaming se...
TECHNOLOGY
15
Network
 the only operator in HK has sufficient FD-LTE spectrum
 2G: GSM1800/ 2600 MHz dual band network
 3G: W-CDMA
 ...
Cloud Storage
 App: Anyplex, GameBox, Book on Demand, MyRoom
Technology
17
Technology
MMS(Multimedia Messaging service)
 Sending pictures, music, flash messages
18
OPERATION
19
 Content Management
 Cloud VS. GameBox
Operation
20
Operation-Content Management
CSL provide apps with abundant resources
GameBox Playliz Books On DemandAnyplex Musicholic
21
Operation-Content Management
Where are the contents from?
22
Operation-Content Management
How to realize cooperation? e.g. Game Box
Game publishers invent games and gain licenses
CSL ...
Mobile Device
receives streaming video
and sends commands
Cloud-gaming Server
does all the heavy work
Low Latency Video
Co...
INTELLECTUAL PROPERTY
25
Cooperated products (e.g. GameBox)
 Contents are produced by other game publishers (Capcom/Atari)
 Technical support is ...
Products invented completely by others (e.g. Movie, music)
 CSL only provide a platform and help to do promotion and mark...
ECOLOGY
28
Ecology
Telecom
equipment
manufacturer
e.g.ZTE
Telecom
operator
e.g.CSL
Software
developer
e.g.Royal
Games
29
Ecology-competitors
30
Ecology-competitors
Credit Suisse Telecommunication Network Ratings
Telecommunications
Operator
3G
Coverage
Score
3G
Speed...
Ecology-competitors
CSL
Hutchison Telecom
SmarTone
PCCW
Hong Kong Telecommunications Operators Market Share
Based on the n...
Ecology-customer segmentation
Business
Young
Dynamic
General Mass
33
NEXT
34
Starting from mobile payment…
Next-Into OTT Value Chain
+
35
Next-Mobile Payment
Mobile user familiarity
Financial security
Better mobile payment
+ =
36
Strategic Analysis
37
Rivalry among
Existing
Competitions
Threat of New
Entrants
Threat of
Substitute
Products or
Service
Bargaining Power
of Su...
Rivalry among
Existing
Competitions
Threat of New
Entrants
Threat of
Substitute
Products or
Service
Bargaining Power
of Su...
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020
3G
3.5G 3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB1...
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020
3G
3.5G 3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB1...
42
2011.11
2012.2
2013.9
Office of the Telecommunications Authority “guidance for fair data use”
CSL, 3HK “fair data usage...
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020
3G
3.5G 3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB1...
44
2012.8 SmarTone change 1800MHz from 2G to 4G
better for indoor signal
CSL dual-band: 1800MHz and 2600MHz
more capacity,...
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020
3G
3.5G 3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB1...
46
2013.3
2013.6
Genius Brand(PCCW + 3HK)
new 10MHz band width of 2600MHz total 20MHz!!!
CSL LTE Cat 4: download speed—150...
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020
3G
3.5G 3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB1...
Rivalry among
Existing
Competitions
Threat of New
Entrants
Threat of
Substitute
Products or
Service
Bargaining Power
of Su...
 No 3G License
 Rent 3G capacity from CSL & PCCW
 Terrible user experience
 Reauction 3G License in HK
 The entrance ...
 Plum Consulting:
“Increasing overall spectrum instead of redistributing existing holdings.”
Threat of New Entrants
Prote...
Rivalry among
Existing
Competitions
Threat of New
Entrants
Threat of
Substitute
Products or
Service
Bargaining Power
of Su...
Threat of Substitute Products
Fixed Carriers
 Pure Fixed Carriers
 Not trendy
 Wharf T&T, HK Broadband
 Triple Players...
Threat of Substitute Products
OTT
 Skype/Wechat:
Long-Distance Call, SMS
 Other APPs:
Music, Pictures Download
Add into ...
Rivalry among
Existing
Competitions
Threat of New
Entrants
Threat of
Substitute
Products or
Service
Bargaining Power
of Su...
The bargaining power of suppliers
KEY POINTS GAME MOVIE/BOOK/MUSIC
Substitute products are unavailable in the marketplace....
Rivalry among
Existing
Competitions
Threat of New
Entrants
Threat of
Substitute
Products or
Service
Bargaining Power
of Su...
KEY POINTS BUYER
The telecommunication service is sufficiently standardized among
sellers that not only can buyers find al...
 As for now, CSL has the largest market share in HK.
However, due to the fierce competition of HK
telecommunication indus...
Thank you!
59
Upcoming SlideShare
Loading in...5
×

Csl修改版

323

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
323
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Csl修改版"

  1. 1. CSL Nicole DIAO HONGFANG 1155037755 Sylvia ZHANG SHIWAN 1155036953 Aiur WU TIANYI 1155037073 Ann JIANG AN 1155036790 Jessica ZHANG YUEMIAO 1155037586 Sophia ZHANG XIAQIU 1155037040 Angeline XU YIHUA 1155036780 1
  2. 2. 2 Information Strategic Analysis
  3. 3. PLAYERS 3
  4. 4. Players 4
  5. 5. INTRODUCTION 5
  6. 6. C S L ommunication ervices imited Introduction 6
  7. 7. C S L reate imple ife Introduction 7
  8. 8. CSL Limited  Headquarters Hong Kong  Industry Telecom  Founded 1983  Parent Company Telstra Corporation Limited Australia’s leading telecommunications and information services company  Status The leading mobile operator in Hong Kong. Introduction ─ 8
  9. 9. 9 Introduction Brands The First operator to adopt multi brand strategy  1010  One2Free  New world mobility
  10. 10. Key Facts  It is Hong Kong's first mobile network operator.  It was the first in the world to begin a High Speed Switched Data Service or HSCSD.  It was the first in Hong Kong to launch a commercial General Packet Radio Service or GPRS, and launched Asia‘s first. Introduction 10
  11. 11. Business  Retail Around 40 retail shops under three different brands.  Corporate Provide total mobile solutions to corporate customers and industries.  Wholesales & International Services Prepaid cards & third-party operators, IDD; No. 1 roaming coverage in Hong Kong with most overseas’ partners.  Technology  Customer Relationship Management Introduction 11
  12. 12. REVENUE MODEL 12
  13. 13.  Sales of mobile communication equipment and devices  Basic communication charges (pre-paid, post-paid)  Value-added service charges Revenue Model 13
  14. 14. Revenue Model Cloud Service Anyplex Library of Hollywood blockbuster movies on demand GameBox Cloud-based mobile gaming service Books On Demand Online book store service MyRoom Personal cloud storage and content sync service Entertainment Music Musicholic Playliz Music Channel Connecting Tone MyRingtone Invest Family Invest Power Invest Pro Invest Express Contents Channels Information Channel Studio On Demand Mobile entertainment with live and archived TV programs Others Disney Channel LUXE Traveler app Non-traditional Voice & SMS Management Call Manger app Call Filtering Multi number Multi SIM SMS forward Secretarial Service Customer Care Service App Personalized Self-served channel to manage customer account oneRewards Mobile coupon App for one2free customers with various benefits Others Content Billing Short code service for 3rd party content billing 14
  15. 15. TECHNOLOGY 15
  16. 16. Network  the only operator in HK has sufficient FD-LTE spectrum  2G: GSM1800/ 2600 MHz dual band network  3G: W-CDMA  4G: LTE 150M → 300M Technology 16
  17. 17. Cloud Storage  App: Anyplex, GameBox, Book on Demand, MyRoom Technology 17
  18. 18. Technology MMS(Multimedia Messaging service)  Sending pictures, music, flash messages 18
  19. 19. OPERATION 19
  20. 20.  Content Management  Cloud VS. GameBox Operation 20
  21. 21. Operation-Content Management CSL provide apps with abundant resources GameBox Playliz Books On DemandAnyplex Musicholic 21
  22. 22. Operation-Content Management Where are the contents from? 22
  23. 23. Operation-Content Management How to realize cooperation? e.g. Game Box Game publishers invent games and gain licenses CSL negotiates with game publishers CSL and Game publishers sign contract for their cooperation CSL includes the games into the GameBox and do promotion CSL shares a certain part of their revenues with game publishers 23
  24. 24. Mobile Device receives streaming video and sends commands Cloud-gaming Server does all the heavy work Low Latency Video Controller Action powered by one2free’s 4G LTE network Operation-Cloud VS GameBox How does GameBox work? 24
  25. 25. INTELLECTUAL PROPERTY 25
  26. 26. Cooperated products (e.g. GameBox)  Contents are produced by other game publishers (Capcom/Atari)  Technical support is provided by CSL  IP is owned by both CSL and game publishers Intellectual Property Technical Support Contents IP 26
  27. 27. Products invented completely by others (e.g. Movie, music)  CSL only provide a platform and help to do promotion and marketing.  IP (including concept, content, etc. ) belongs to that party. Intellectual Property Platform Content & IP 27
  28. 28. ECOLOGY 28
  29. 29. Ecology Telecom equipment manufacturer e.g.ZTE Telecom operator e.g.CSL Software developer e.g.Royal Games 29
  30. 30. Ecology-competitors 30
  31. 31. Ecology-competitors Credit Suisse Telecommunication Network Ratings Telecommunications Operator 3G Coverage Score 3G Speed Score 4G Speed Score 4G Speed Score Common Usage Score Continuous Performance Total Score SmarTone 4 5 5 4 4 5 27 Hutchison Telecom 5 5 3 5 3 4 25 CSL* 5 3 3 4 2 4 21 China Mobile HK 3 2 4 3 4 5 21 PCCW 3 4 3 3 2 3 18 Notes: General usage includes browsing websites and uploading images, with 5 points being the highest score for the item. Final scores are rounded up in the test. *Credit Suisse tested CSL’s one2free network 31
  32. 32. Ecology-competitors CSL Hutchison Telecom SmarTone PCCW Hong Kong Telecommunications Operators Market Share Based on the number of users 29.7% 12.9% 13.6% 25.8% Note: Based on statistics from last year-end. Credit Suisse estimated the number of users and profits made from services 32
  33. 33. Ecology-customer segmentation Business Young Dynamic General Mass 33
  34. 34. NEXT 34
  35. 35. Starting from mobile payment… Next-Into OTT Value Chain + 35
  36. 36. Next-Mobile Payment Mobile user familiarity Financial security Better mobile payment + = 36
  37. 37. Strategic Analysis 37
  38. 38. Rivalry among Existing Competitions Threat of New Entrants Threat of Substitute Products or Service Bargaining Power of Suppliers Bargaining Power of Buyers Five Forces Framework 38
  39. 39. Rivalry among Existing Competitions Threat of New Entrants Threat of Substitute Products or Service Bargaining Power of Suppliers Bargaining Power of Buyers Five Forces Framework 39
  40. 40. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020 3G 3.5G 3.75G 4G LTE LTE CAT 4 LTE ADVANCED 5G 100MB 300MB150MB Price War, Service War, Quality War, New Product War Rivalry among Existing Competitors 40
  41. 41. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020 3G 3.5G 3.75G 4G LTE LTE CAT 4 LTE ADVANCED 5G 100MB 300MB150MB Rivalry among Existing Competitors Service War Canceling the “plan of limitless data use” 41
  42. 42. 42 2011.11 2012.2 2013.9 Office of the Telecommunications Authority “guidance for fair data use” CSL, 3HK “fair data usage” 5G SmarTone cancel “limitless data use” “fair data usage” 5G & 8G PCCW cancel “limitless data use” ONLY! CSL,3HK, SmarTone cancel “limitless data use” China Mobile “limitless data use” Rivalry among Existing Competitors Service War-Cancel the plan of limitless data use
  43. 43. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020 3G 3.5G 3.75G 4G LTE LTE CAT 4 LTE ADVANCED 5G 100MB 300MB150MB Rivalry among Existing Competitors Quality War Comparison between 1800MHz and 2600 MHz 43
  44. 44. 44 2012.8 SmarTone change 1800MHz from 2G to 4G better for indoor signal CSL dual-band: 1800MHz and 2600MHz more capacity, more stability Rivalry among Existing Competitors Quality War-Comparison between 1800MHz and 2600 MHz
  45. 45. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020 3G 3.5G 3.75G 4G LTE LTE CAT 4 LTE ADVANCED 5G 100MB 300MB150MB Rivalry among Existing Competitors New Product War CSL vs. Genius Brand (PCCW+3) 45
  46. 46. 46 2013.3 2013.6 Genius Brand(PCCW + 3HK) new 10MHz band width of 2600MHz total 20MHz!!! CSL LTE Cat 4: download speed—150Mbps necessary requirement: 20MHz bandwidth PCCW LTE Cat 4 3HK LTE Cat 4 Rivalry among Existing Competitors New Product War(LTE CAT 4)- CSL vs. Genius Brand (PCCW+3HK)
  47. 47. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 …… 2020 3G 3.5G 3.75G 4G LTE LTE CAT 4 LTE ADVANCED 5G 100MB 300MB150MB Rivalry among Existing Competitors 3G License (2013.10) Importance of frequency spectrum 47
  48. 48. Rivalry among Existing Competitions Threat of New Entrants Threat of Substitute Products or Service Bargaining Power of Suppliers Bargaining Power of Buyers Five Forces Framework 48
  49. 49.  No 3G License  Rent 3G capacity from CSL & PCCW  Terrible user experience  Reauction 3G License in HK  The entrance of China Mobile HK Threat of New Entrants China Mobile Hong Kong 49
  50. 50.  Plum Consulting: “Increasing overall spectrum instead of redistributing existing holdings.” Threat of New Entrants Protests from Operators in HK 50
  51. 51. Rivalry among Existing Competitions Threat of New Entrants Threat of Substitute Products or Service Bargaining Power of Suppliers Bargaining Power of Buyers Five Forces Framework 51
  52. 52. Threat of Substitute Products Fixed Carriers  Pure Fixed Carriers  Not trendy  Wharf T&T, HK Broadband  Triple Players: PCCW  TV, Broadband, Mobile  FMC VS FMS  Convergence, Wifi 52
  53. 53. Threat of Substitute Products OTT  Skype/Wechat: Long-Distance Call, SMS  Other APPs: Music, Pictures Download Add into Industrial Chain 53
  54. 54. Rivalry among Existing Competitions Threat of New Entrants Threat of Substitute Products or Service Bargaining Power of Suppliers Bargaining Power of Buyers Five Forces Framework 54
  55. 55. The bargaining power of suppliers KEY POINTS GAME MOVIE/BOOK/MUSIC Substitute products are unavailable in the marketplace. ☆☆☆ ☆ The supplier’s product is highly differentiated. ☆☆☆☆ ☆ There are few suppliers and many buyers. ☆☆☆ ☆☆ It is dominated by a small number of companies and is more concentrated than the industry to which it sells. ☆☆☆ ☆☆ The cost of switching from one supplier’s product to another supplier’s product is high. ☆☆☆ ☆☆ Its products are an important part of the buyer’s business. ☆☆☆ ☆☆☆ 55
  56. 56. Rivalry among Existing Competitions Threat of New Entrants Threat of Substitute Products or Service Bargaining Power of Suppliers Bargaining Power of Buyers Five Forces Framework 56
  57. 57. KEY POINTS BUYER The telecommunication service is sufficiently standardized among sellers that not only can buyers find alternative sellers but also they can switch suppliers at virtually zero cost. ☆☆☆☆ The supplying industry is comprised of large numbers of relatively small sellers. ☆☆☆☆ The buyers pose a threat of integrating backward to make the industry’s product. ☆☆☆☆ The buyer’s purchases directly determine the revenue of the company. ☆☆☆☆ The bargaining power of buyers 57
  58. 58.  As for now, CSL has the largest market share in HK. However, due to the fierce competition of HK telecommunication industry, CSL has to move really fast and being creative enough. Otherwise, the future of CSL cannot easily be as good as it is now. Conclusion 58
  59. 59. Thank you! 59
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×