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단말기 보조금의 재고 : Telco의 전략 및 밸류체인의 발전에서 단말기는 어떠한 역할을 담당하는가?

Rethinking Handset Subsidies: What Role Do Handsets Play in Telcos´ Strategies and in the Value Chain´s Evolution?

리서치사 IDATE DigiWorld
발행일 2015년 12월 상품 코드 348552
페이지 정보 영문 26 Pages
US $ 2,200 ₩ 2,672,000 Web Access - PDF (Single Department License/1-5 Users)
US $ 3,300 ₩ 4,008,000 Web Access - PDF (Group License/All Users)

단말기 보조금의 재고 : Telco의 전략 및 밸류체인의 발전에서 단말기는 어떠한 역할을 담당하는가? Rethinking Handset Subsidies: What Role Do Handsets Play in Telcos´ Strategies and in the Value Chain´s Evolution?
발행일 : 2015년 12월 페이지 정보 : 영문 26 Pages

오퍼레이터가 대처하고 있는 단말기 보조금(Handset Subsidies) 문제에 대해 조사 분석했으며, 오퍼레이터가 현재 직면하고 있는 경쟁 격화와 밸류체인 변화, 새로운 전략과 과제 등의 정보를 전해드립니다.

제1장 주요 요약

제2장 조사 방법과 정의

제3장 왜 보조금인가?

  • 소비 촉진요인으로서의 디바이스
  • 네트워크 개발의 서포트
  • 보조금, 커미트먼트 및 보유

제4장 환경 변화

  • 스마트폰 : 오퍼레이터에게 더욱 무거운 부담으로
  • 계약하지 않는 플랜의 증가
  • 공급업체로부터의 해방 + OTT의 증가 = 월드가든(Walled Gardens)의 종말

제5장 완전히 새로운 세계의 기업 전략 : 대체는 무엇인가?

  • 보조금 전략의 변화
  • 대출 제공의 발전
  • 단말기 공급업체의 새로운 과제


KSM 16.01.25

This report looks at how operators are grappling with the issue of handset subsidies

After providing a reminder of the main reasons these subsidies exist, we analyse how operators - now facing growing competition and a changing value chain - have redefined the role that handsets play in their strategies .

We will see how a paradigm shift has occurred in a matter of years, and how the status quo might evolve over the long term .

Table of Contents

1. Executive Summary

2. Methodology

3. Why subsidise?

  • 3.1. The device as consumption facilitator
  • 3.2. Supporting network development
  • 3.3. Subsidies, commitment and retention

4. A changing environment

  • 4.1. The smartphone: an increasingly heavy burden for operators
  • 4.2. The rise of no-contract plans
  • 4.3. Supplier emancipation + the rise of OTT = the end of walled gardens

5. Player strategies in a whole new world: what are the alternatives?

  • 5.1. Changing subsidy strategies
    • 5.1.1. Lengthening contractual periods
    • 5.1.2. Decreasing the size of subsidies
    • 5.1.3. Resetting priorities: churn, retention and super buyers
  • 5.2. Development of financing offers
    • 5.2.1. Different types of loan
    • 5.2.2. Handset leasing: the rise of "Device as a Service"
    • 5.2.3. Offering special rates on plans rather than subsidising the handset
    • 5.2.4. Case study: the United States
  • 5.3. New challenges for handset suppliers
    • 5.3.1. Impacting high-end products
    • 5.3.2. New (local) players emerging
    • 5.3.3. Revamping operator brand phones
    • 5.3.4. What impact will 5G have on subsidies?

Report's tables and figures


  • Table 1: Regulatory status of SIM card locking in a selection of European countries
  • Table 2: Bouygues Telecom subsidies, as of December 2015
  • Table 3: Christmas 2015 specials from operators in France, by order of campaign dates


  • Figure 1: Comparison of subsidies vs. mobile service revenue for a selection of operators
  • Figure 2: Evolution of the value chain
  • Figure 3: Adoption rates for no-contract mobile plans in in France
  • Figure 4: China Mobile: maturing 4G handsets and a change in subsidies
  • Figure 5: Sprint: adapting financing to the customer's credit rating
  • Figure 6: Example of a leasing structure with outsourced leasing contract management
  • Figure 7: Cost of an iPhone 6s Plus with T-Mobile USA
  • Figure 8: Cost of an iPhone 6s with T-Mobile's JUMP! On Demand scheme
  • Figure 9: AT&T Next adoption rate and progress of handset revenue's share of total postpaid ARPU
  • Figure 10: Comparison of supply costs: ODM vs. OEM
  • Figure 11: Terminal small cells according to Chinese manufacturer Coolpad

List of players examined / mentioned

  • 3
  • A1
  • AT&T
  • Bell
  • Bouygues Telecom
  • China Mobile
  • China Telecom
  • China Unicom
  • HKT
  • KT
  • LG Uplus
  • Mtel
  • Rogers
  • SFR
  • Si.mobil
  • SK Telecom
  • Sprint
  • Starhub
  • Swisscom
  • Telus
  • T-Mobile (USA)
  • Verizon
  • Vip
  • Wiko
  • Wind
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