资费洞察——韩国运营商LTE资费变化及发展情况.docx

韩国运营商LTE资费变化及发展情况韩国三家运营商，SK电讯于2011年9月开始LTE商用，LG U+紧随其后于10月推出LTE，KT于次年1月推出LTE。 一、进入4G时代的资费变化 韩国三家运营商均采用捆绑套餐的资费模式，并在4G时期沿用这种模式。 从手机流量的资费单价来看，套内取消无限量、单价提高，套外单价降低、阶梯资费使用更为普遍。为便于理解阶梯定价，可以看一下KT的LTE资费超套餐后定价曲线。 二、LTE发展情况 1市场格局 进入4G时代，三家运营商市场格局并发生颠覆性变化。与整体市场份额532的比例类似，在新增市场份额方面，SKT遥遥领先（2012Q3为50.2%），KT与LG U+基本相当。三家运营商的LTE用户渗透率显著高于国际平均水平（2年达到10%），KT12个月达到23.6%，LG u+23个月达到36%。 2 ARPU 在LTE推出之前，ARPU均已经在逐步下滑。SKT与KT均在2012年第二季度实现ARPU转降为升，这与LTE用户的高ARPU密切相关。下图为SKT用户的ARPU情况，可以看到LTE ARPU较整体ARPU高50%以上。 3资费策略 SKT主要定位于中高端用户、并成功地吸引了大批中高端用户。从套餐订购情况可以看到，80%以上的LTE新增用户使用62000韩元及以上档位的套餐，高于3G高端套餐用户的占比。 KT在商用初期以低价快速吸引用户，规模发展后又取消了低档资费。对比三家运营商2012年上半年的LTE门槛档资费（即最低档）可以发现，KT的包内流量最多。作为最晚商用LTE的运营商，这样的资费策略有利于吸引相对保守、对新事物抱有戒备心理的用户，与SKT直接定位高端形成差异化。但这样的用户未必是低端用户，因此在用户规模达到预定市场份额后，KT取消低档套餐，LTE最低门槛调整为55000韩元。 LG U+主要吸引更加广泛的细分群体，且个性化元素更加丰富（电影折扣、优惠券、云盘等）。这与其在3G时期的资费策略颇为类似，有效保持了“三分天下有其一”的市场格局。 4财务收益 LTE的引入，为运营商带了更多的营业收入，但固定资产投资持续增加、利润下降。 以SKT为例，2012年Q3的收入同比增幅2%，但固定资产投入同比增加42,7%，利润同比下降46.4%。 从这点来看，运营商要实现收入的稳定、甚至增长，除充分利用资费杠杆保持4G时代流量的管道价值外，还需要探索移动互联网下的新型定价元素、定价模式。SK Telecom Creates New Market Paradigm through Innovative Customer-Oriented Price PlansUpdated:2013/3/21 10:44Tags:SK Telecom|SK|3G|LTE|VoIP|businessSKTelecom (NYSE:SKM) announced today that it will introduce T&T Sharing plans for both3GandLTEsubscribers to maximize customer value on March 22, 2013. Offered in seven different price types, T&T Sharing plans will give customers unlimited intra-network voice calls as well as unlimited intra-network and inter-network texting. Also, the company modified its existing LTE Shareable Data plans to lower customers cost burden and to enhance their data experience. Under the revised plans, customers will be able to add one data-only device to use the same data pool for free.The new and revised plans represent SK Telecoms strong determination to seek fundamental solutions to heavy mobile handset subsidies. As the company owns 50 percent of the market and over 50 percent of the total number of calls made were intra-network calls, the new plans are expected to help reduce customers mobile cost and strengthen customer retention, thereby leading the market to stabilization. SK Telecom will also allow all subscribers of the new plans to use mobileVoIP(m-VoIP) services. Previously, the company only gave m-VoIP data allowances to customers of higher price plans (LTE 52 Plan and above).Furthermore, in response to the growing number of customers using more than one smart device, SK Telecom decided to lower the prices of its existing LTE Shareable Data plans to further enrich their data experience. Most significantly, LTE Shareable Data plan will now become free for LTE customers who add one data-only device to share the same data pool. Data-only devices eligible for the sharable data plan include all mobile devices with 3G/LTEUSIM such as tablet PC, laptop, and digital camera. Customers can also add more data-only devices for KRW 9,000 for each under the LTE Shareable Data plan.Meanwhile, in January 2013, SK Telecom has introduced LTE Data Gift Program that allows customers to give their remaining data (up to 2GB/ twice a month) to other LTE users through a simple process.Park In-sik, President of Network OperationsBusinesssaid, “SK Telecom will continue to develop and launch innovative smartphone price plans to move away from the fierce competition focused solely on heavy mobile subsidies. Going forward, SK Telecom aims to create a new trend in the Korean market through customer-centered price plans and value-added services that can truly benefit users.” T&T Sharing Plans T&T Sharing Plans : m-VoIP Allowance韩国4G资费的几个特征标签：终端4G4G资费2012-09-24 15:29 韩国在4G网络的建设与市场化方面始终处于亚洲领先地位。以占市场份额50%以上的SKT为例，目前已经停止2G流量业务、推出4G专用套餐。SKT的资费种类繁多、用户细分详尽，4G资费虽未发生大的体系性变化，但仍有几个特点值得关注。其4G基本资费含一个通用系列，两个针对细分市场的系列。如下几个特征值得关注： 1 语音价格与3G保持一致 套餐外的单价均为1.8韩元/秒，与3G资费相同。但是，会对不同套餐设置不同的套内单价，以此达到收入保障、用户区隔的效用。 2 去掉不限流量的方案 4G各套餐包均设定流量上限，最高为18G。按照一月30天