海外3G运营标杆案例研究与竞争分析

海外3G运营标杆案例研究与竞争分析2008年8月运营商标杆研究报告网舟咨询专注于中国电信、互联网市场，致力于为电信、互联网产业链成员及国内外投资、研究机构提供高质量的市场研究与咨询、创新咨询、战略咨询与顾问服务。同时，基于领先的信息采集系统和数据挖掘技术，结合专业研究能力，网舟咨询为客户提供专业化的市场跟踪和监测信息服务。依托国内外资深的电信、互联网咨询专家团队，网舟咨询具有丰富的实战经验与研究咨询案例积累，曾为国内外多家电信运营商以及知名IT、电信企业提供各种研究、咨询和顾问服务。网舟咨询长期倡导并深挖“新电信咨询”和“创新咨询”，致力于协助产业变革中的企业，充分把握产业、技术、业务、商业模式、服务等方面的创新，帮助客户实现最大的价值。eShipConsultingistheleadingresearchandconsultingproviderfocusingontheChinesetelecom,internetanddigitalentertainmentmarkets.Wecommitourselvestoprovidingmarketresearch,marketing,innovationandstrategyconsulting,plusotherrelatedadvisoryservices.Also,eShipwillsupplytheprofessionalservicesofmarkettrackingandinformationmonitoringofthekeytelecomindustryplayers,basedonouradvancedinformationtrackingsystemandunparalleleddigitaldataminingtechnology.eShiphasrichpracticalexperienceandalargehistoryofresearchandconsultingcases,providedbyaprofessionalanddedicatedstaffofinternationaltelecomconsultants.Wehavealsoprovidedanumberofresearch,consultingandadvisoryservicestobothlocalandinternationaloperators,andwell-knownITandtelecomcorporations.eShipConsultingalwaysadvocateNewTelecomConsultingandInnovation.Wededicateourselvestoassistingcorporationsinchangemanagementandgraspinginnovation,intermsoftechnology,operations,businessmodels,andservices,andthushelpingthecustomertorealizethemaximvaluefortheirbusiness.北京市西城区黄寺大街26号德胜置业大厦五号楼501室邮编100011Floor9th,ConstructionEngineeringPlazaBuildingANo.1GuangLianRd,XuanwuDistrict,BeijingChina,100011Tel：[phone]Fax：[e-mail]©2008eShip™UnitedTechnology(Beijing)Co.,Ltd.ALLRightsReserved海外3G运营商标杆研究报告目录TableofContents目录TABLEOFCONTENTS..............................................................................................................3图表目录LISTOFFIGURES..............................................................................................................7执行摘要EXECUTIVESUMMARY..................................................................................................9第一章NTTDOCOMO..............................................................................................................................101.1公司背景及3G发展历程...........................................................................................................101.1.1公司背景...............................................................................................................................101.1.23G发展历程.........................................................................................................................101.23G网络建设.............................................................................................................................111.2.1网络建设现状......................................................................................................................111.2.2网络建设不同阶段策略......................................................................................................121.33G用户发展.............................................................................................................................141.3.1用户规模及增长趋势........................................................................................................141.3.2用户ARPU值变化..............................................................................................................161.3.3市场推广策略......................................................................................................................171.43G业务发展.............................................................................................................................191.4.13G业务分类.........................................................................................................................191.4.2业务发展策略......................................................................................................................211.4.3典型3G业务介绍...............................................................................................................231.5产业链合作策略.........................................................................................................................261.5.1终端策略..............................................................................................................................261.5.2价值链和合作策略...............................................................................................................281.6NTTDOCOMO3G发展启示........................................................................................................29第二章KDDI..........................................................................................................................................342.1公司背景及3G发展历程...........................................................................................................342.1.1公司背景..............................................................................................................................342.1.23G发展历程..................................................................