韩国sk电信针对联通的移动支付合作提案

Mobile Your Life：A Mobile Payment Solution For SK,By Wang Chen, School of Economics and ManagementMa Linian, School of Economics and ManagementLi Gang, School of Economics and Management,Outline,New competition situation of China Telecom Industry,1.1,The change of telecom operators income structure,1.2,The trend of the service evolution,1.3,Mobile payment is a smart choice for China Unicom,1.4,SK has mature operation experience in Mobile Payment,1.5,Transportation and micro-payment is Feasible and Potential for China Unicom,2.1,Description of Transportation card service,2.2,Description of Micro-payment service,2.3,Criteria of choosing a long-term profitable strategy,3.1,Market plan of the strategy,3.2,Strategy for Phase 1, 2,3 in details,3.3,Establish commercial alliance to provide total mobile financial service for subscriber,Goal,Why is Mobile payment?,What is Mobile payment?,How to Mobile payment?,1.1 New competition situation of China Telecom Industry,Before the reform,After the reform,3G Brand & Network license,TD-SCDMA,WCDMA,CDMA2000,Brand&Tech,Market Share of income,Market Share of mobile subscribers,Source：Information and Technology Industry Department of PR. China,After the reform of telecom industry, China Mobile still seize the dominant position, although TD-SCDMA has some disadvantage comparing with WCDMA and CDMA2000. launching 3G service, all the operators release their 3G brands and try to create their advantage in the 3G service. Specially for China Unicom, it launch its 3G brand as “WO” as last one.,Fixed operator,1.2 The change of telecom operators income structure,Source：Annual report of CMCC, Vodafone, Verizon, Ericsson business consulting ,With 3G coming, Data service and Value-Add service seize more and more important place in operators service structure and contribute more and more in the income structure;With the price of voice service falling, the operators will more and more depend on VAS to keep income increasing.,1.3 The trend of the service evolution,Basic mobile communication demands for all users,Diversified and personalized communication demandsvoice-IVR-KARAOKComprehensive communication demands,communication-terminal-individual communication solution,Extension of life demandsDemands are integrated horizontally, for instance, communication-entertainment-commerceRelevant extension, for instance, individual-family-friends,Customers diversified demands,Voice services Short Messaging Service Standard services,Value-added servicesPersonalized services to segmented market+ standardized services,Personalized comprehensive servicesPersonalized services + relevant value-added services,Individual users have gradually showed their interests in comprehensive services.The trend of differentiation demands on mobile communications is growing more and more intense,Basic services,Value-added services,Comprehensive and converged services,Customer Value Extension,China Mobile operators are evolving to offering comprehensive services,1.4 Mobile payment is coming! Cooperating with SK is a smart choice for China Unicom,According to AC. Nielsens recent report, over 80% consumers in China wish the transportation IC card, credit card and other payment tools integrated in the mobile phone.,China Mobile has started the trial mobile payment service in Hunan provinceMar 2009,CMCC launched its ”Mobile transportation IC card” as a trial in Hunan province. The IC card is integrated in the mobile phone and could withdraw from subscribers mobile phone account and bank account;CM announced, during the 2010 world expo, CM will supply mobile payment service and consumers could pay the ticket over the phone.,China Telecom developed micro-payment service for its 3G mobile phoneDec 2008, China Telecom cooperated with a IC card company in Nanjing, to develop the micro-payment service for surfing , which is China Telecoms 3G brand;In 2008, China Telecom (fujian division) cooperated with banks launched transfer payment and pubic fee through fixed network.,Apr 2009, China Mobile announced it would cooperate with shanghai public transportation card company and fudan micro-electric to research NFC chip integrated with transportation card on mobile phone, and consumer could buy the mobile phone integrated the chip or paste the chip on the shell,SKT has comparative long time experience on running the mobile payment service, and a comprehensive service solution;For China Unicom, Last one to join in the mobile payment competition. developing a new service will take quite a long time All above facts will make CU in a very bad position, so cooperating with SK is a smart choice.,1.5 SKs comprehensive mobile payment solution and mature operation experience in Mobile Payment,Source：technology. cgap. org, www. catr. cn,2001.09,Moneta Card launchedMoneta cards were launched as a chip-embedded credit card and were initially co-branded by Visa and issued by five major domestic credit card companies and banks.,2001,A mobile cash product LaunchedNEMO (Network + Money), a mobile cash (m-cash) product which was launched alongside nine major Korean banks and was subsequently rebranded Moneta Cash,2002.11, Moneta Cash launchedMoneta was launched as a mobile wallet application that allowed customers to make proximity (in-store) payments through several mechanisms,2003.08,Moneta expanded to online payment SKT has expanded its Moneta payments services from the merchant proximity payment service (Moneta Card) to online payment services,2003.12, Moneta had a wide access baseSKT placed 400,000 merchants to be able to accept Moneta payments, which represents about 75% of all payment points in South Korea,2007.02, Moneta has a wide customer baseMoneta had 1.5 million registered users in Korea, and 80% of new 3G capable phones had the credit card functionality enabled,2001,2002,2003,2007,2003.03Transportation Pass Launch,2005. 01Membership Shopping Mall Launch,2005,9 : SKTs Moneta has over 9 years operation experience in mobile payment field 15 : Moneta signed with 15 banks in Korea to provider a total financial service 300,000 :it will increase 300 thousand handset available for Mobile payment per month in Korea For SKT, it has comprehensive mobile payment solution and mature operation experience. SK could make use of its advantage as complete as possible, through cooperating with China Unicom.,Outline,New competition situation of China Telecom Industry,1.1,The change of telecom operators income structure,1.2,The trend of the service evolution,1.3,Mobile payment is a smart choice for China Unicom,1.4,SK has mature operation experience in Mobile Payment,1.5,Transportation and micro-payment is Feasible and Potential for China Unicom,2.1,Description of Transportation card service,2.2,Description of Micro-payment service,2.3,Criteria of choosing a long-term profitable strategy,3.1,Market plan of the strategy,3.2,Strategy for Phase 1, 2,3 in details,3.3,Why is Mobile payment?,What is Mobile payment?,How to Mobile payment?,2.1 Transportation and micro-payment is Feasible and Potential for China Unicom,Source：chip.moneta.co.kr,The MONETA card is a service that enables you to conveniently and safely pay for items and services by means of a chip attached to your cell phone that contains all the functions of credit, transportation, membership and cash cards.,Stability,Convenient,Unity,High Consumption FrequencyConsumers involve the service repeatedly in daily life Large Number of Access pointsThere are already large scale of access points spreading in the main cities Easy to accept consumers has the severy deal is on a small amount of money,Criteria for CU to choose application at the beginning,ConvenientDo away with complicated payment processes by just touching the back of your mobile phone to a dongle in the same way you use a transportation card.Stability Unlike regular plastic cards, IC chips cannot be counterfeited, altered or copied. UnityOne single chip handles all the functions of a credit card, e-cash, transportation card and membership card.,2.2 With public transportation investment increasing, transportation Card is booming in the main cities of China,Beijing,Regions,Start Time,Application Scope,2000.10.23,Bus, metro, rent, park tickets, car parks, public telephones, supermarkets,Shanghai,1999.05.25,Bus, road charging, parking, gas stations, public utilities pay,Guangzhou,2001.12.01,Bus, ferry, metro, telecommunications, small business payment,136 cities nationwide have set up the transportation IC card system, issuing more than 100 million cards. Non-uniform standards lead to difficulties in interoperability.,Situation in China,The transportation cards number will continue increasing fast in the future, and will enter non-transportation scope, such as utilities and micro payment, etc.,25,11,20,Unit: Million,Accumulated number of card in Beijing,transportation,Micro-payment,8.0,17.0,25.0,Unit: Million,2006,2007,2008,2.3 Rapid growth of retail sales and chain stores make a wonderful preparation for mobile micro-payment service.,Rapid growth in Retail Sales,Total retail sales of consumer goods was 10,848.8 billion Yuan, up 21.6 percent on 2007The growth rate was more faster than GDP growth rate.,Chain Sales of More Rapid Growth,2007 China Chain hundred sales exceeded one trillion Yuan to 1002.2 billion Yuan, an increase of 21%, higher than the total retail sales of consumer goods increase by 16.8%. Total stores number of 105,191, an increase of 58%, excluding extraordinary development of individual enterprises factors, the adjusted 17 percent increase in stores number.,Rapid growth of total retail sales especially the rapid development of Top 100 chain sales have made a wonderful preparation for the promotion of mobile micro-payment service.,transportation,Micro-payment,2.4 Convenience store is the best choice for micro-payment as target group to cooperate with at the beginning,2,Department Stores,Exclusive Retailers,Super Markets,Convenience Stores,C1,C2,C3,C4,High Consumption FrequencyImproving settlement efficiencyLarge Number of BranchHighlight the convenience of mobile payment Numerous ConsumersConducive to large-scale promotion,The Analysis Matrix Of Options,3,Convenience Store is the Best Choice,transportation,Micro-payment,2.5 Cooperating with 7 companies covers 3 main economics developed areas in China,Company Name,Summary,Scale,5000,Under the Division of China Petroleum & Chemical Corporation , who have long-term relationship with SK,More than 2000,Belong to Don guan Sugar & Liquor Group Holding,More than 1200,Subsidiary of Agribusiness Super mart Group Co,. Ltd,590,Shanghai, Beijing and Guangdong stores managed by the three companies,More than 300,Co-management by Rosen Co., Ltd. from Japan and Hualian (Group) Co.,Ltd,More than 200,Belong to Hong Kongs best holding,313,Run by Wu-Mart Group,transportation,Micro-payment,The companies below are selected as target group to cooperate,Outline,New competition situation of China Telecom Industry,1.1,The change of telecom operators income structure,1.2,The trend of the service evolution,1.3,Mobile payment is a smart choice for China Unicom,1.4,SK has mature operation experience in Mobile Payment,1.5,Transportation and micro-payment is Feasible and Potential for China Unicom,2.1,Description of Transportation card service,2.2,Description of Micro-payment service,2.3,Criteria of choosing a long-term profitable feedback strategy,3.1,Market plan of the strategy,3.2,Strategy for Phase 1, 2,3 in details,3.3,Why is Mobile payment?,What is Mobile payment?,How to Mobile payment?,3.1 Cooperating with China Unicom ensure a long-term profitable feedback from mobile payment,Strategy 2: Equipment Supplier,Supplier: Integration Solution, terminal.Maintenance: System and terminal update.,Strategy 1: Cooperate with China Unicom,Become one participator and operator in order to ensure the position in china.Focus on development and introduce more and profitable value-add service.,3.Goals Analysis,Details,1,2,3,4,5,Score,Profitability,Short term,Mid-term,Long term,GlobalStrategy,MVNO,Transformation,FMA,Market,Prepare,Brand,Criteria,1.Goals,2.Strategy option,Conclusion:Statery1 : Cooperate with China Unicom is one absolute advantage option, which will ensure SK a long-term profitable feedback and SK should take it.,Influence on customer,3.2 Through 30 months market plan, establish a commercial alliance to provider total mobile financial service,Phase 1,Phase 2,Phase 3,We introduce a 30-month market plan to implement Strategy 1; The market plan consists of 3 phases and includes hard system and soft system.,Hard system,Soft system,Phase Description,Phase target,Start,6th month,18th month,30th month,As the first phase of whole market plan, main task in this phase is to establish a good consumer base.,Layout the terminal and mobile phone designProduce customized terminal and mobile phoneEstablish the MIS for payment,Establish the long-term cooperation relationship with China UnicomSign the transportation card company in Beijing for trialLaunch promotion campaign,Cooperate with China Unicom and launch a trial operation in Beijing with transportation card,During this phase, Moneta should spread its brand influence and extend from transportation area to Micro-payment area,Release more new mobile phonesDevelop the terminal for Chain store Improve the MIS compatibility,Sign the convenience store as the micro-payment service partner in Beijing and ShanghaiEstablish brand influence in the trial city ,Beijing and Shang,Establish Micro-payment service network covering the trial city, Beijing and Shanghai, and achieve the consumers trust,At the base of consumers trust, Moneta could try to provider comprehensive personal mobile financial service for consumers,Combine the MIS with commercial banks for trialBuild credit evaluation system for financial service,Negotiation with commercial banks and sign with profitable oneExtend from the trial city to the economics developed area of ChinaEstablish the commercial alliance with the SME and commercial banks,Establish commercial alliance to provide total mobile financial service for subscriber,Cooperate with transportation card company,Cooperate with commercial banks,Cooperate with convenience stores,Hard system: the hardware for mobile paymentSoft system: the relationship to support mobile payment,3.3 Proposed strategy of Phase 1: cooperate with transportation card company,2,Strategy partner: Beijing Public Transport, Ltd.(BPT),General Description,As of the end of 2006, BPT has a fleet of 25,409 operating vehicles of various kinds, plying 800 bus routes with an annual mileage and passenger trips topping 1.57 billion km and 389 billion respectively.,About transportation card,From 2007, started to operate transportation cardAccumulated 2 million cards sold89 recharge stations for card around Beijing,1,At very best, SK should establish a the long-term cooperation relationship with China Unicom.We suggest SK establish an joint venture company with CU to operate mobile payment business.,Cooperate with BPT,SWOT analysis for cooperating with BPT,Strength & Weakness,Directly gain BPTs huge consumer base and terminalTechnical comparatively simple to developAs enlarge investment in public transportation, BPT has a further developing abilitySince BPT is a state-owned company, policy risk is relative highSince BPT is monopolized in Beijing, it has very strong negotiation ability,3,Opportunity & Threat,Through establishing good relationship with BPT, SK could extend to Beijing Subway, even the whole transportation network covering Beijing.CMCC and China Telecom also want to access the transportation card market, and they already move ahead in the field of mobile payment.,3.4 Proposed strategy of Phase 2: cooperate with convenience store,1,Selected convenience store:,Wu Mart Convenience Store,AdvantageSince it is built with the sino-pec gas station, Yijie convenience stores have a wide covering scope;SK already has long-term relationship with sino-pec, which is parent company of Yijie.disadvantageSince built with gas station, the location of Yijie is not concentrated in resident area or CBD;The consumer of Yijie is too focused on the drivers, but less divers than regular convenience store.,AdvantageWu mart is focused in Beijing retailing market, and has great brand influence in Beijing;Since Wu mart not only has convenience store, but also has super market, this help SK extend to bigger retailers easily.disadvantageSince there is no dominant retailer in Beijing, so Wu Mart as a competitor only could cover most area of Beijing.,Proposed strategy of Phase 2,2,Location: from Beijing spread to the North China and from shanghai to South China;Promotion: implement cross subsidizing policy The Yijie could make it gas card users move to Moneta subscribers Wu Mart could promotion with coupons,Yijie Convenience Store,3.5 Criteria and Factors impact on option analysis,Internal capability,External,Tendency,Criteria,Description,Comments,Policy,Informa-tionization,ServiceCapability,CustomerScale,Interest onMobile Payment,Mobile PaymentStatus,Government policy on mobile paymentGovernment policy on share bank stock,Digital bring more convenient and customer perception.Data communicate with partners.,Whether launch Mobile paymentMobile payment biz categoryMobile operation status,Due to its security and impact on currency. Comes from many departments. Depends on banks type.,Short term biz development-trendMobile operation strategy: cooperation or self development,Biz-Branches, ATM