移动通信业的虚拟运营研究

上海交通大学硕士学位论文移动通信业的虚拟运营研究姓名：沈贵治申请学位级别：硕士专业：工商管理（MBA）指导教师：周朝民20040111One2One3G20012002CDMAANALYSISOFVIARTUALOPERATIONINMOBILECOMMUNICATIONINDUSTRYABSTRACTWiththeopennessoftelecommunicationsmarketandtheemergenceofnewtelecomoperations,somenon-telecomcompaniesseektocooperatewithbasictelecomcarriers,utilizingtheirsownsalesnetworks,brandadvantagesandmarketexperience.Theypurchaseoperationsfromcarriersandprovidetelecomserviceswiththeirowntrademarks,andthusbecomemobilevirtualnetworkoperators(hereinafterbeingcalledMVNO).Atpresent,thecooperationbetweentheBritishVirginCo.andthemobiletelecomcarrierOne2Oneissuccessful.Butinall,themarketinfluenceexertedbyMVNOisnotimpressive.Withthe3rdgeneration(3G)inthenearfuture,MVNOisboundtoplayabigpartinthetelecomvaluechainandduetoeffectanimportantinfluence.Companiessuchasfixednetworkcarriers,mobileoperationsre-sellers,andcompanieswithfamousbrandsandnumerouscontentprovidersarealllikelytobecomeMVNO.Uptonow,therearenoactualMVNOinChina.Butthebusinessmodeofvirtualoperationsinthefieldofmobiletelecomhasbeenmakingprogresssince2001orearlier,withShenzhenMotionGroupandBeijingHongLian95actingasvirtualnetworkoperatersattheearlystage.Virtualnetworkoperationachievedfurtherdevelopmentinthesecondhalfof2002,whenChinaUnicomShanghaiBranchandShanghaiYongleAppliancesCo.conductedsuccessfulcooperationwithamoresuccessfulvirtualnetworkoperatingmodeinmobileoperationsresale.ThisThesistalksaboutthestatusquoandcharacteristicsofvirtualoperationsfromhomeandabroad,analyzestheoperationmode,riskandprospectsofvirtualoperations,andputforwardwithapplicablestrategiesandmeasuresfromtheviewpointsofMVNOandbasictelecomcarriersrespectively.KEYWORDS:VirtualOperation,MobileVirtualNetworkOperator,MobileNetworkOperators.2003125MBA12001719——“”——“VNO”200210“”3CDMA“”CDMAIT“”——MBA12000922“WTO”2000922“WTO”3000VNOVirtualNetworkOperatorSPServiceProviderESPEnhancedServiceProviderVNOSIMSPESPVNOMVNOMobileVirtualNetworkOperator(MNO,MobileNetworkOperator)MVNOMVNOMNCSIMMBA2GSMHLRMVNOSIMVirginSIMOne2OneSIMVirgin“”IDCJP11868[1]MBA3MVNOMVNOMVNOHANDSETBUNDLINGVOICEMALLPREPAIDPLATFORMCALLCENTERCUSTOMERCARESMSPERSONALIZEDWAPSERVICELOCATION-BASEDSERVICEINFORMATIONONDEMANDFIXED-MOBILEBUNDLINGWIRELESSLOCALLOOP-MOBILEBUNDLINGMOBILEVPNM-COMMERCEMOBILEINTERNETACCESSUMSMOBILEDATAMOBILE-DDD/IDDBUNDLING2.52.5(VNO)1-1MBA41-11-1VNOVNOSPISPESP:EnhancedServiceProviderICPIAO:IndirectAccessOperatorIAOIAO[2]*TSPSPMNOMNO/MNOTSPMNOTSPMNOBTWireless,VodafoneGroup,KPNMobile*MNOMNOMNOMNOSPDebitel,Mobilcom,Talkline,Debitel*IAIAIAMNOMNOVNO/MBA5*MVNOMVNOMNOMVNOMVNOMVNOMNOMVNOMVNOSIMSIMMVNO1-11-1MVNOMNOSIMSIMSIMSIMHLRHLRVLRMVNOMNOMVNOMVNOSIMVirginESPMVNOMNOVNOMVNOMNOMVNOMNOMVNOMVNOMVNOMVNOHLRMSCAUCEIRMVNOMNO1-2MVNOTele2Sonofon1-2MVNOMVNOMSCGMSCPSTNHLRMSCAUCEIRMVNOMVNOGMSCMVNOGMSCMVNOHLRVLRVLRGSMVLRMSRNMBA6HLRMVNOGMSCMSRNMVNOMVNOGSM1-2MVNOMVNOGPSTNMVNOMBA7VNOMNOVNOMNOVNOMNOVNOMNOVNOVNOMVOVNOMNOVNOVNOVNOSIMMSCHLRAUCEIRSCPINSCPVNOMVNOMVNOMVNOMVNOMVNOValueTelecom—CarphoneWarehouseMVNOMBA8MVNO3GMVNOMVNOMVNOVinginMVNOTescoSainburyMVNOTescoVirginMobileVodafoneVodafoneSainburyBTcellnetMVNOShellMVNOMVNOMNOMVNOMVNOMVNOISPMVNOMVNOMNOMVNOMNOMVNOMVNOMVNOMVNOMVNOMVNOTescoSainsbury`sMVNOMNOMVNOTescoSainsbury`sMBA9MNOMVOMVNOMNOWASPMVNOVirginMobileUKSIMCDMVNOMVNO[3]**,MVNOWAP/WEB**MVNOMVNOMNOMNOMVNOWASPCopernicusGBS*MVNOMintDialawayMintDialawayMNOMVNO*MVNOOpenwaveMaernaWapitOricleAOLE-mailPC*MVNOMNOWSAPMNOMVNO*MVNO[4]*MVNOMBA10*MVNOMVNOMNOMVNOMVNOTalkcastSMSWAPCRMSenseMVNO[5]1998SenseSenseNRASenseTelenorMobileSenseSenseTelenorNRATelenorSenseMVNOSenseMVNOVirginMVNOVirginOne2One[6]Virgin21centuryVirginVirginVirginMobileVirginC&WOptusVirginMobileAustralia2000102001VirginMVNO4.5Virgin500010VIirginMobile20027MBA11VirginMP3Virgin20025000VirginVirginVirginMVNO6MVNO2-1TTVi100MVNO2-1MVNO905200111299082001120392220011229946i100Wireless(HK)Limited2002041295120020429101516162002120219902001050120nichemarketmassmarket.MBA122001MVNOGSL2G20028IDD22216836IDD20.99IDD1.381.982.9820021WAPGPRSTTV40[7]TridentTelecomVenturesLimited(Trident)2000200142G200111MVNO2G3GTridentGSM3G2GSIMTTVCAMELPHASE2HLRSMSCIDDTTVTTV3GMVNOTTV40040GSMTTVMBA133G2004TTVpay-as-you-go(PAYG)internetroadwarrior”TTVethnicmarketingoperatorsMVNOTTVTTVPOPi10020022.5GMVNO20024i100wirelss3G6MVNONoodle2.5GphoneNoodleNoodleGGPRSNoodle2.5GGPRS$10$1020300kGPRS200WAPNoodleMVNOGPRSjavaNoodleGPRSOrangePeoplesNoodleWAPNoodleMBA14Phone/DVD/VCDOK/gameNoodleMVNOMVNOMVNOMVNO3GMVNOESP2003100MVNOVirginMVNOVirginOptus20018AAPTVodafoneAustraliaMVNO20019TelecomNZTelstraVodafoneMVNO6MVNOMVNOMVNOMVNOMVNO1.[8]MVNOMVNO3GMNOMVNOMVNO2.MVNO3GMVNO2GSMSMVNOMVNO3GMVNOMBA1520034.472.262.21200310[9]3-13-1————3-2MBA16/3-22002WTO,3G,MBA17“”“”“”“”“”,[10]4WTO2005MBA182000913[11]51200161112341234567123456200211[12]131001000200211[13]100010050WTO30249“”4502003810[14]WTOMBA1920009512002115025“”30002/3IPInternet3GMBA20MVNO200120022002CDMA*[15]199619971020013IP968019680296803“”*2001CALLCENTERIVR95TV“”2095002315*20014ISPAOL*20016TOM“”“TOM”*200176.546%*QQTOMQQ2002QQMonternet*200210“”3CDMA“