HND大综合案例

1、The Early YearsDiamond communications was established in 1971 as a wholly owned subsidiary of the post office, then a public corporation. The company was originally called UK CarCom and control passed from the Post Office to the then state owned British Telecom. At this time the head office for UK C

2、arCom were relocated to Edinburgh. In 1984 the UK government sold a majority stake in British Telecom, and sold the whole of UK CarCom. A controlling share in UK CarCom was purchased by a consortium of London based venture capitalists, with the remaining shares being placed with the main banks and s

3、mall investors. The new owners had seen the opportunities that were opening up as a result of the deregulation of telecommunication markets. Deregulation involved the removal of many government rules and regulations and the encouragement of competition in the market, a process that was to be enthusi

4、astically adopted by many countries. Under British Telecom, UK CarCom had specialized in developing car phone technology. And prior to the sale had started to research and develop mobile phone and network technologies the company with its new owners was well placed to take advantage of the rapidly c

5、hanging and developing telecommunications markets.钻石通信 ?成立于 1971 年，作为一家全资附属公司的邮局，然后一家公众公司。该公司最初称为英国 CarCom 和控制从邮局传递到当时国有的英国电信。此时头部英国 CarCom 办公室迁往爱丁堡。在 1984 年，英国政府出售英国电信公司的多数股权，并整个销售英国 CarCom 的。份额的控制在英国 CarCom 的购买由总部设在伦敦的风险投资家组成的财团，与主要银行和中小投资者，其余股份被放置。新的业主看到了商机，开放电信市场解除管制的结果。放松管制涉及去除许多政府规章和鼓励竞争的市场，是一

6、个过程，要满腔热情地被许多国家采纳。根据英国电信，英国CarCom 专业车载电话技术开发。在出售前已经开始研究和开发手机和网络技术公司与新业主很好地利用迅速变化和发展的电信市场。British Telecom had allowed UK CarCom to operate under a number of names in different European countries, where they worked in partnership on small projects with the then mainly state owned telecommunications fi

7、rms. In 1985 the new owners decided to end this fragmented brand approach and at the same time decided that the name UK CarCom was no longer appropriate. They adopted a single name that could be used on the international stage, and rebranded the firm Diamond Telecommunications Plc.英国电信已经允许英国 CarCom

8、的一些名字在不同的欧洲国家，在那里他们与主要国有电信公司曾在小型项目合作下运作。 1985 年，新业主决定结束这种分散的品牌战略，并在同一时间决定该名英国 CarCom 不再适合。他们通过一个单一的，可用于在国际舞台上，并更名公司钻石电讯有限公司的名称。The Dawn of the Mobile EraThroughout the remainder of the 1980s Diamond strengthened its links with state telecoms firms across Europe. A major breakthrough came in 1985 wit

9、h a contract to help maintain and expandthe worlds first cellular telephone network operated by the Nordic Mobile Telephone (NMT) service. The network operated across several Nordic countries and was the first to allow customers the use of their mobile phones in any location (international roaming)

10、regardless of which country they were in. the NMT network proved a catalyst and cellular networks rapidly began to develop across Europe and the developed world.纵观 20 世纪 80 年代剩下的钻石加强其与国有电信公司在整个欧洲。一个主要的突破是在 1985 年的合同，以帮助保持和扩大了世界上第一个蜂窝电话网络由北欧移动电话（NMT ）服务经营。网络在几个北欧国家，是第一个允许客户使用他们的手机在任何地点（国际漫游），无论哪个国家，他

11、们证明 NMT 网络的催化剂和蜂窝网络迅速开始在整个欧洲发展和发达国家。Diamond first commercially launched their hand-held mobile phones in 1986 and although they were heavy, bulky and difficult to use, their launch and subsequent success represented a significant step for the company. Their first hand-held phones were priced at abou

12、t $4000 because of the high research and development costs and the need for highly specialized production facilities. Whilst the prices were high they were comparable with those of Motorola, and their early entry into the market gave them an advantage over later entrants.钻石第一款商用在1986 年推出自己的手持式移动电话，虽

13、然他们重，体积大，很难使用，其发射和随后的成功代表为公司的一个重大步骤。他们的第一台手持式手机售价在 4000 元左右，因为较高的研究和开发成本，并需要高度专业化的生产设施。虽然价格高，他们与摩托罗拉相比，其早期进入市场给了他们一个后来者的优势。The Global System for Mobile communications (GSM) was adopted in 1987 as the European standard. This allowed for high-quality voice calls, the ability for customers to use their

14、 phones across international boundaries, and text messaging, thus laying the foundations for a worldwide boom in mobile phone use.移动通信全球系统（ GSM ）于 1987 年通过的欧洲标准。这使得高品质的语音通话，能够为客户跨越国际边界，短信，从而使用他们的手机在手机使用一个世界性的热潮奠定了基础。In the late 1980s and throughout the 90s further deregulation of the telecommunicati

15、ons markets enabled Diamond to capitalize on a number of opportunities. The company continued to work closely with several of the former state telecoms firms in developing and operating mobile networks, further cementing its position as an influential player in the telecommunications market. Diamond

16、s main focus has remained in Europe, but they have ventured into the North and South American, and Asian marketplaces. The recentopening-upof the Chinese market is currently providing Diamond with opportunities for further expansion both in the provision of networks and in sales of mobile devices. T

17、his expansion has, and will continue to require substantial investment. In 1998 the owners sought fresh capital from existing share holders to allow them to take advantage of the expansion opportunities.在 20 世纪 80 年代后期和 90 年代整个电信市场的进一步开放，使钻石把握了一些机会。该公司继续紧密合作，与一些前国有电信企业在开发和运营移动网络，进一步巩固了其作为一个有影响力的球员在电

18、信市场的地位。钻石的主要焦点仍然在欧洲，但他们已经进军北美和南美，亚洲交易市场。最近的 “开放的中国市场目前提供的钻石，无论是在提供网络和移动设备的销售额为进一步扩张的机会。这种扩张，将继续需要大量的投资。 1998 年业主开始寻找新鲜的资本从现有的股份持有人，让他们利用扩张机会。The Internet EraIn 2000 Diamond was a medium sized producer of handsets which could connect to the internet (3G technology). This significant development ensur

19、ed that consumers had the products that met and continue to meet their growing telecommunications needs, ranging from downloading music, watching TV, web browsing to multiplayer online gaming. Diamond has invested heavily in market research and has been very successful in identifying market trends a

20、nd then using the latest technological developments to satisfy customer needs.在 2000 年，钻石是一个中型的手机生产商，可以连接到互联网（3G 技术）。这显着的发展，确保消费者的产品能够满足并不断满足他们日益增长的通信需求，包括从网上下载音乐，看电视，多人在线游戏的网页浏览。钻石已经投入巨资进行市场调研，并在识别市场趋势，然后用最新的技术发展，以满足客户的需求一直是非常成功的。Intense competition and rapid changes in mobile technologies have res

21、ulted in very large research and development costs. New products are continually being developed, and market expectations demand a steady stream of innovative products. As a consequence diamond has entered into partnership agreements with Siemens and Nokia to allow for the joint development of new p

22、roducts and the sharing of technology. At the same time they have entered into several partnership agreements with other Network operators to jointly develop networks in emerging markets. Diamond is working with its partners to continue to develop and market cutting-edge products and to raise its st

23、andards of service as a major Network operator. In addition, a number of working agreements have been made with industry bodies (see Appendix 1) involved in establishing common specifications and protocols within the industry. The company views partnership agreements as a crucial part of its strateg

24、y in entering new markets and in particular the Chinese market which has enormous potential.激烈的竞争和移动通信技术的快速变化已经导致非常大的研究及开发成本。新产品不断被开发，市场预期需要源源不断的创新产品。其结果是钻石与西门子和诺基亚签订合作协议，以允许联合开发的新产品和技术的共享。与此同时，他们已经进入了几个与其他网络运营商的合作协议，共同开发在新兴市场的网络。钻石正与它的合作伙伴，继续发展和市场的尖端产品和服务标准，以提高其作为一个主要的网络运营商。此外，一些工作协议已在行业内建立共同的规范和协议

25、所涉及的行业机构（见附件1）。该公司认为作为一个重要组成部分，其战略合作伙伴关系协议，在进入新的市场，特别是中国市场具有巨大的潜力。ReorganizationDiamond underwent a reorganization in 2001 rearranging itself into a number of core business areas (see Appendix 2). Prior to this, the production of mobile devices and operating mobile networks had been run as a single

26、division.钻石在 2001 年进行了重组，重新安排到了一些核心业务领域（见附录2 ）。在此之前，已生产的移动设备和运营移动网络运行作为一个单一的分裂。Increasing competition led Diamond to separate these two core parts of the business, creating a division for each. Diamond networks had until 2001 exclusively used Diamond phones. Sales of Diamond phones to other networks

27、 had been restricted to small networks in emerging markets to keep the phones largely exclusive to Diamond network customers. This was severely restricting growth, and this combined with intense competition between networks and between mobile phone manufacturers meant that change was essential.日益激烈的

28、竞争导致钻石分开这两个核心部分业务，为每个创建的一个部门。钻石网络独家使用，直到 2001 年的钻石手机。被限制小型网络到其他网络销售的钻石手机在新兴市场中，主要是独有的钻石网络客户保持手机。这严重制约增长，并结合网络和手机厂商之间的激烈竞争意味着改变是必不可少的。After the reorganization, the Diamond networks were allowed to sell phones produced by othermanufacturers, providing greater choice for their network customers. At the

29、 same time themobile devices division was permitted to sell their phones to competing networks allowingaccess to a much larger market. Sales of Diamond phones have gradually grown since the changein strategy, and new customers have been attracted to the Diamond networks because of thegreater handset

30、 choice.重组后，钻石网络销售其他制造商生产的手机，他们的网络客户提供更大的选择。与此同时，移动设备部门被允许出售自己的手机，允许获得更大的市场竞争网络。钻石手机的销售逐渐增长，因为在战略上的变化，而? 被吸引到新客户的钻石网络，因为更大的手机选择。Growth has also been vigorously pursued through the use of imaginative promotional campaigns, which while successful have led to a relatively slow growth in turnover and pr

31、ofit. The main problem has been the need to cut prices fo mobile devices as a result of highly competitive offerings form other firms. Similar competitive pressure has led to a reduction in the tariffs Diamond can charge their network customers. Whilst the number of handsets sold has risen, and more

32、 network users have been signed up, the downward pressure on prices has led to lower profit margins and a reduced rate of growth in turnover.(See Appendix 4)增长也得到了大力推行通过富有想象力的促销活动，导致营业额和利润的增长相对缓慢，而成功的使用。主要的问题一直需要降价 FO 作为一个高度竞争力的产品，形成其他公司的移动设备。类似的竞争压力已经导致关税的减少钻石可以收取他们的网络客户。虽然售出的手机数量已经上升，并已签署了更多的网络用户，

33、价格下调的压力已导致较低的利润率和营业额增长减按（见附件 4）As part of its overall marketing strategy Diamond has adopted a strong stance in relation to the environment, and actively seeks to promote social responsibility and environmental sustainability. They were one of the first phone manufacturers in the world to offer a co

34、mprehensive mobile phone recycling scheme. They offer a mobile application that provides information and offers discounts on environmentally friendly products and services. Prototypeproducts made from plant-based plastics, and recycled metals and alloys are nearing readiness for launch. The developm

35、ent of a sensory wrist strap made from solar cells that provides information about the local environment and health information and which can interact with Diamond mobiles is also nearing completion, Diamond continues to invest money in other innovative products but will only do so if the products w

36、ill have a positive impact upon peoples quality of life and a minimal impact upon the environment. (See Appendix 3 )作为其整体营销战略的钻石已经采取了强硬立场，在有关环境，并积极寻求促进社会责任和环境可持续性。他们是一个在世界第一手机制造商提供了一个全面的手机回收计划。他们提供了一个移动应用程序，提供信息和提供环保的产品和服务的折扣。即将准备推出原型产品由植物基塑料，再生金属和合金。感官的发展腕带由太阳能电池提供的信息对当地的环境和健康信息，并可以与钻石手机也接近尾声，钻石将继续

37、投入资金等创新产品，但只能这样做，如果产品将产生积极的影响后，人们的生活质量和对环境的影响微乎其微。 （见附录 3）Expansion into the Chinese MarketChina is potentially the largest global telecommunications market. It leads both the US and India in size and provides Diamond with an unrivalled opportunity to generate growth. There are currently upwards of

38、750,000,000 mobile subscribers in China with an additional 8,000,000 being added each month. There is still room for massive expansion and projections from market analysts suggest that a further 600,000,000 subscribers in China will be enlisted within the next five years. Competition is likely to be

39、 severe with 43 foreign national manufacturers and network providers already having a presence in China and a further 25 medium to large firms set to enter the market over the coming 3 years.中国是潜在的全球最大的电信市场。这导致美国和印度的大小，提供了无与伦比的机会，去创造经济增长的钻石。目前有向上 750,000,000 中国移动用户，而每月也会添加一个额外的 8,000,000 。仍有大规模扩张和市场

40、分析师的预测表明，在中国进一步600,000,000 用户在未来五年内将被征集服现役。竞争与全国43 家外国制造商和网络运营商已经在中国和另外25 个中大型企业进入市场，在未来3 年有可能是严重的。Diamond has joined forces with Siemens and they are working in partnership in China withHuawei Technologies. The regulatory complexities of operating within the Chinese market makethe use of a local pa

41、rtner practically essential and Hauwei is a long established and wellrespected player in the Chinese telecoms market. Significant cultural differences exist, and aChinese partnership not only gives access to local knowledge but also provides an air ofacceptability that is important when conducting b

42、usiness in China. Huaweis wealth ofexperience will also help to ensure that product development and customer service is specificallytargeted at meeting the local needs and demands of the Chinese market.钻石与西门子联手，他们正在与华为在中国的合作伙伴关系。在中国市场经营的监管复杂性，切实必要使用一个本地的合作伙伴，并在中国电信市场Hauwei 是一个历史悠久的和备受尊敬的球员。存在明显的文化差异

43、，与中国的合作伙伴关系不仅给当地的知识，但也提供了一个可接受的空气是非常重要的，在中国开展业务时。华为的丰富经验也将有助于确保产品开发和客户服务是专门针对满足当地的需求和对中国市场的需求。Through its partnership working agreement with Huawei, Diamond and Siemens have established manufacturing facilities within China and have invested almost $200 million to provide a state of the art producti

44、on facility. The new plant has a capacity not only capable of meeting the demands of the Chinese market, but one which can produce handsets for the global market at significantly lower unit costs than the manufacturing facilities currently used in Europe.通过与华为的合作协议，钻石和西门子已在中国境内建立了生产设施，并已投资了近 2 亿美元，提

45、供了一个国家的最先进的生产设施。新工厂有能力不仅能够满足中国市场的需求，但它可以产生显着降低单位成本比目前使用的生产设施在欧洲面向全球市场的手机。Once agreement is reached with the Chinese Ministry of Telecommunications, Diamond and Siemens aim to exercise an option to purchase a share in Huaweisexisting network operations, currently the fifth largest in China. They will

46、 then look to expand the network and rapidly attract new customers through offering a range of attractive tariffs and the most up-to-date mobile devices, the strategy will involve offering a first class service but at a lower price than existing networks and other foreign entrants that are in the pr

47、ocess of entering the markets. Both Siemens and Diamond will need to raise fresh finance if they are to pursue this growth strategy, which is not without its risks.一旦达成协议，钻石与中国电信部和西门子打算行使选择权，购买一个份额，华为现有的网络运营，目前在中国的第五大。然后，他们将寻求拓展网络，并迅速吸引新的客户，通过提供一系列有吸引力的关税和最最新的移动设备，该战略将涉及提供一流的服务，但在一个较低的价格比现有的网络和其他外国进

48、入，在进入市场的过程中。西门子和钻石都需要筹集新资金，如果他们要追求这种增长战略，这是不是没有风险。Appendix 1Partnership WorkingIn addition to working with a number of electronics companies and network operators, Diamond currently works in partnership with the following industry bodies:工作伙伴关系钻石除了一些电子公司和网络运营商合作，目前工作在以下行业机构合作：3GP: The Third Generati

49、on Partnership Project (3GPP) is a worldwide body which is developing and promoting a common set of standards for the creation, delivery and playback of multimedia over high-speed wireless networks.Bluetooth SIG: The Bluetooth Special Interest Group drives the development of a wireless specification

50、 for connecting digital devices including mobile phones. Bluetooth is a widely used technology that allows for the exchange of data between wireless devices,WiMAX Forum: A non-profit association that works for the deployment of broadband wireless networks based upon a common standard.W3C: The World

51、Wide Web Consortium (W3C) is tasked with developing common protocols and data formats that promote the evolution of the World Wide Web. Organizations join in order to work and exchange ideas with other members including premier Internet and technology companies.3GP ：第三代合作伙伴计划（ 3GPP ）是一个全球性的机构，开发和推广一

52、套通用的标准，通过高速无线网络的创建，交付和多媒体播放。蓝牙 SIG ：蓝牙特别兴趣小组驱动器，用于连接数字设备，包括手机无线规范的发展。蓝牙技术是一种广泛使用的技术，可以让无线设备之间的数据交换，WiMAX 论坛是一个非盈利的协会基于一个共同的标准的宽带无线网络的部署工作。W3C ：万维网联盟（ W3C ）的任务是制定共同的协议和数据格式，促进万维网的进化。组织参加工作，并与其他成员包括业界领先的网络和技术公司交换意见。Appendix 2Business StructureIn 2001 Diamond was reorganized into 7 core business areas

53、as follows:Mobile Devices DivisionThis division is responsible for the research, development and manufacturing of all mobile devices. It currently produces over 120 models within its portfolio, including devices that use state of the art smart phone technology. Product development requires significa

54、nt levels of funding and targeted investment to ensure a supply of new and updated products that will meet customer expectations and help the company retain its market position.钻石在2001年被改组为7 个核心业务领域如下：移动设备部这种分工是负责所有的移动设备的研究，开发和制造。目前生产超过120 款，在其投资组合中，包括设备使用的最先进的智能手机的技术状态。产品开发需要大量资金和有针对性的投资水平，以确保提供新的和

55、更新的产品，将满足客户的期望，并帮助该公司保持其市场地位。Networks DivisionThe division is responsible for the maintenance of existing networks and for the expansion into new markets. They work in partnership with other network providers and make decisions about which devices to offer on the Diamond networks. Service Developmen

56、tThe rapid advancement of mobile and digital technology in recent years has enabled Diamond topromote the interface between mobile services and web-based services. Common developmentsin music, maps, media, messaging and retail experience have been driven by consumer needs andwants, and have led to a

57、 significant expansion of partnership working with developers andcontent providers. The service development section is tasked with fostering these partnerships toenhance the customer experience.Customer CareDiamond offers a huge range of services and packages to provide imaginative, creative and innovative customer solutions. The Customer Care Section is tasked with concept development and creating these solutions and ensuring that customer expectations are consistently met.网络部该部负责对现有网络的维护和扩展到新的市场。他们的工作与其他网络供应商的伙伴关系，并决定哪些设备提供钻石网络。服务发展移动和