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
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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
Information Strategic
Analysis
3
PLAYERS
Players
5
INTRODUCTION
6
CSL
ommunicationervicesimited
Introduction
7
CSL
reateimpleife
Introduction
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
─
9
Introduction
BrandsThe First operator to adopt multi brand strategy
1010
One2Free
New world mobility
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
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
12
REVENUE MODEL
13
Sales of mobile communication equipment and
devices
Basic communication charges (pre-paid, post-paid)
Value-added service charges
Revenue Model
Revenue ModelCloud Service
AnyplexLibrary of Hollywood blockbuster movies on
demand
GameBox Cloud-based mobile gaming service
Books On DemandOnline book store service
MyRoomPersonal cloud storage and content sync
service
Entertainment
MusicMusicholic
PlaylizMusic Channel
Connecting ToneMyRingtone
Invest FamilyInvest Power
Invest ProInvest Express
Contents Channels
Information Channel
Studio On DemandMobile entertainment with
live and archived TV programs
OthersDisney Channel
LUXE Traveler appNon-traditional Voice & SMS Management
Call Manger appCall FilteringMulti number
Multi SIMSMS forward
Secretarial Service
Customer Care
Service AppPersonalized Self-served channel
to manage customer account
oneRewardsMobile coupon App for one2free customers with various benefits
Others
Content BillingShort code service
for 3rd party content billing
14
15
TECHNOLOGY
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
17
Cloud Storage App: Anyplex, GameBox, Book on Demand,
MyRoom
Technology
18
Technology
MMS(Multimedia Messaging service) Sending pictures, music, flash messages
19
OPERATION
20
Content Management
Cloud VS. GameBox
Operation
Operation-Content Management
CSL provide apps with abundant resources
GameBox
Playliz Books On Demand
Anyplex Musicholic
22
Operation-Content Management
Where are the contents from?
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
Mobile Devicereceives 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?
25
INTELLECTUAL PROPERTY
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
SupportContent
s
IP
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
ECOLOGY
Ecology
Telecom equipmentmanufactur
ere.g.ZTE
Telecom operatore.g.CSL
Softwaredevelopere.g.Royal Games
30
Ecology-competitors
Ecology-competitors
Credit Suisse Telecommunication Network Ratings
Telecommunicatio
ns Operator
3G Coverage
Score
3G Speed Score
4G Speed Score
4G Spee
d Score
Common Usage Score
Continuous
Performanc
e
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 18Notes: 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
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
33
Ecology-customer segmentation
Business
Young Dynamic
General Mass
34
NEXT
35
Starting from mobile payment…
Next-Into OTT Value Chain
+
36
Next-Mobile Payment
Mobile user familiarity
Financial security Better mobile
payment
+ =
37
Strategic Analysis
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
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
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
……
2020
3G3.5G
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
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
……
2020
3G3.5G
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”
42
2011.11
2012.2
2013.9
Office of the Telecommunications Authority “guidance for fair data use”
CSL, 3HK “fair data usage” 5GSmarTone cancel “limitless data use” “fair data usage” 5G & 8GPCCW 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
CHEATI
NG!
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
……
2020
3G3.5G
3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB150MB
Rivalry among Existing Competitors
Quality War Comparison
between 1800MHz and
2600 MHz
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
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
……
2020
3G3.5G
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)
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 bandwidthPCCW LTE Cat 43HK LTE Cat 4
Rivalry among Existing Competitors
New Product War（ LTE CAT 4） - CSL vs. Genius Brand (PCCW+3HK)
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
……
2020
3G3.5G
3.75G
4G LTE
LTE CAT 4
LTE ADVANCED
5G
100MB 300MB150MB
Rivalry among Existing Competitors
3G Licens
e(2013.10)
Importance of frequency spectrum
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
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
Plum Consulting:
“Increasing overall spectrum instead of redistributing existing holdings.”
Threat of New Entrants
Protests from Operators in HK
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
52
Threat of Substitute ProductsFixed Carriers Pure Fixed Carriers
Not trendyWharf T&T, HK Broadband
Triple Players: PCCWTV, Broadband, MobileFMC VS FMSConvergence, Wifi
53
Threat of Substitute ProductsOTT Skype/Wechat:
Long-Distance Call, SMS Other APPs:
Music, Pictures Download
Add into Industrial Chain
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
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.
☆☆☆ ☆☆☆
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
KEY POINTS BUYERThe 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
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
59
Thank you!
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