Where does the carrier not subsidize the changes in mobile phones?

If you are interested, you will find that the major promotion methods of major operators have been changed from "0 yuan purchase" to "purchase charges." In the telecommunication official website, the purchase not only sent the telephone bill but also sent the traffic; while on the official website of Unicom, the mobile phone picture was full of “gift bills” and many were “naked machines”; on the mobile official website, it was “ "Contract" and "free contract" to distinguish.

Behind these complex marketing terms, it is actually influenced by many factors such as internal costs and income. Currently, terminal marketing generally has the following modes:

One is to do cost subsidy, which is the model of “pre-stored calls to send mobile phones”. For operators, call revenue is the main revenue, and mobile phones are the terminal costs. In this way, the actual cost is income. If there is a cost of 10 billion yuan, at least 100 billion yuan of income will be generated and sent out. User use will also generate new added value. This way everyone is willing to do, generally depends on how much the cost of the plate, this SASAC is also the main cost control.

The other is to do discounts for calls. "Buy the phone bills" is the model. This model will result in a reduction in revenue. That is, I could sell 100 yuan for the phone bill. Now I send 0 yuan to buy the contract machine. The operator’s income is reduced by 100 yuan. The reduction will often be used as a revenue regulator, and revenue over-planning will be more of a point. In the past, operators would often have surprising concessions at the end of the year, often because the income indicators have already been completed and they need to be adjusted through sales promotions.

In addition to the above two modes, there is another way to let channels be used, that is, bare metal sales mentioned above, and each bare metal machine sold will meet certain rules (usually bringing users or new revenue). , You can pay channel remuneration, here is the cost of honoraria. In addition to profit-making channels, there are other cost promotion patterns for operators at the grassroots level, such as oil delivery cards and sending Jingdong Cards. Of course, these are essentially cost subsidies. They are just different cost plates.

After the terminal cost is hardly reduced, the operators will gradually reduce the cost of the terminal. Therefore, more space will be used for promotion. However, the space for revenue reduction does not always exist. Unable to complete, you can only go the way of bare-metal sales, if the bare metal's reward costs are insufficient, it is completely take the self-channel mode of social channels.

It can be foreseen that, under the influence of many factors, operators' various benefits will be gradually separated from the terminal, and more emphasis will be placed on business direction (such as 4G), user value (ARPU, on-net time), and so on. In other words, the relationship between operators and terminal vendors will also become less tight.

In fact, the proportion of contractual machines of the three major operators has been greatly reduced. Even if it is mobile (the ratio of contract machines is high due to the type of the system), the proportion of its contractors will also fall from nearly 100% during the peak period to less than 50%. Will continue to decline.

The weakening of the operator's impact on the terminal market will have several implications:

First, sales of high-end mobile phones have decreased. Due to the high price of high-end mobile phones, a considerable part is based on carrier subsidies to promote sales, and operators are willing to invest in circling these high-end users. In the past, the pre-stored telephone bills at a rate of 0 yuan have greatly reduced the number of high-end phones. Psychological barriers, but also for some high-end customers, group customers, often also enjoy free pre-existing commitments to purchase, these people often have a unit of communications reimbursement subsidies, the actual use of a penny can be changed for mobile phones. If such a subsidy is cancelled, one-time payment will be required to pay for the purchase. Second, the invoice is a mobile invoice rather than a communication fee invoice (not reimbursed). Thirdly, even if there is a charge, the fare is far less valuable than the credit ( This does not start.) How many people who are really willing to make real money will have to put up a question mark.

Second, manufacturers will rely more on e-commerce channels. The gradual withdrawal of operators will make the original lack of brand advantages and channel advantages of the manufacturers more painful, China Yulian like okay, and some rely entirely on operators such as Tianyu pressure will be very large, recently reported that mobile phone manufacturers and operators The exchanges between them have been significantly reduced. When this becomes a trend, the manufacturers of the future will surely further increase the distribution of e-commerce channels. In addition, the choice of the original contract machine products is more to meet the needs of the operator's business layout, and will lead to a certain misalignment with the market demand. After the proportion of operators declines, the mobile phone manufacturers will inevitably value the market reflected by the e-commerce channel. The situation has returned to be closer to users' purchase needs.

Third, the frequency of mobile phone updates may be reduced. In the past, subsidies from operators were more about people wanting better mobile phones, using more services, switching between smart phones for smart phones, and 3G for 4G, which resulted in increased use of traffic and increased business. Moreover, in the past, the promise of consumer purchases can be superimposed on many occasions, that is, the commitment period for the previous mobile phone has not yet ended, and it is possible to change the mobile phone again after the increase of the commitment period. These policies have allowed many people to constantly change their machines. The withdrawal of subsidies will greatly increase the threshold for one-time investment, which is not a good thing for the overall mobile phone market, but it is very good for environmental protection.

Therefore, for the manufacturers, after the lack of support, the overall impact is more neutral and more emphasis on their original market capabilities, but slowing down the frequency of terminal updates will eventually lead to a reduction in the overall cake. For end-users, I am afraid that there is no benefit. The so-called terminal subsidy is actually that the operators will reduce the cost of frequent users' off-grid and on-grid network access, and turn this cost into a subsidy for users who promise not to leave the network. No subsidy, change your mobile phone.