At the juncture that the domestic terminal market share is gradually controlled by foreign brands, Datang Telecom Technology Co., Ltd takes the opportunity of TD-SCDMA development and launches into the terminal manufacturing field vigorously, which has become the focus concerned by the insiders. With expanding to the terminal manufacturing field, Datang Telecom Technology Co., Ltd also carries out the "Great Industrial Chain Strategy" that it has schemed for quite a long time.
 
Launch into the terminal market relying on technologies

Taking the opportunity of World Telecommunication Day, Datang Telecom Technology Co., Ltd officially announced its march into the communication terminal market, and the first batch of newly-designed mobile phones by Shenzhen R&D center of Datang Telecom Technology Co., Ltd also officially debuted on the same day. Datang Telecom Technology Co., Ltd launched 15 types of products including such three series that supporting TD/GSM network, GSM network and GSM/PHS network respectively this time. After entering into the communication terminal market, Datang Telecom Technology Co., Ltd has become an integral manufacturer covering micro electronic, software, access, communications terminal and communications application and service.

Although Datang missed the first batch of China Mobile Communications Corporation's centralized terminal purchase, Liu Xin, Vice President of Datang Telecom Technology Co., Ltd expressed that TG1000 and TG2000 had officially obtained network access licenses and Datang Telecom Technology Co., Ltd is playing an active role in preparing for the next TD-SCDMA terminal purchase by China Mobile.

It is understood that Datang Telecom Technology Co., Ltd orients the two types of TD/GSM dual mode mobile phones of TG2000 and TG1000 as the mid-and-low end mobile phones. In allusion to the question that why it chooses this occasion to launch into the mobile phone terminal market, Datang Telecom Technology Co., Ltd expressed that as early as the start-up stage of 3G in China, Datang Telecom Technology Co., Ltd has prepared to launch the mobile phone terminal; as Datang Telecom Technology Co., Ltd enjoys a good reputation in the TD field and owns a relatively deep technical background, it is expected to gain a favorable effect under insisting on taking a path of independent research and development. A related person in charge of Datang mobile phones stated that besides TD mobile phones, all of the present launched mobile phones were aimed to the mid-and-low end market, and the intelligent mobile phones being launched later will be aimed to the mid-and-high end market.

At the initial stage of 3G in China, Datang Mobile Communications Equipment, Co., Ltd was oriented as a R&D (research and development) company, mainly focusing on the patent technologies of 3G. It can provide the core software and integral solutions in the terminal field and obtain the profit drawing from terminal manufacturers and chip manufacturers by means of patent fee, but terminals can not be manufactured directly.

Datang Mobile Communications Equipment, Co., Ltd has inked 35 contracts of technology transfer and service on the TD-SCDMA terminal solutions developed independently with 25 domestic and overseas terminal manufacturers, and the total amount of the contracts hit RMB103 million yuan. Such a series of products have occupied 70 percent of the solution market. Experts believed that Datang's entry into such a downstream field as terminal manufacturing will establish a competitive relationship with the present cooperators, but it won't have a great impact on the present contracts.

Additionally, after Zhen Caiji assumed President of Datang Telecom Technology Co., Ltd, capital preparation has been made well for Datang's entry into the field of the R&D field of chip, system equipment and terminals.

Customization strategy will be the key

For the moment, the domestic brand mobile phones are attacked bilaterally by the foreign brand mobile phones and domestic low-end mobile phones, and the market share has shrunk obviously. How does Datang Telecom Technology Co., Ltd keep its feet in the high-amount terminal manufacturers as a new force?

"Implementing the expansion strategy on the operator channel has supported a comprehensive profit for the mobile phone manufacturers in China", experts analyzed and believed that it is also necessary for Datang Telecom Technology Co., Ltd to play an active role in the public relationship with operators and take a path of expanding the operator channel.

Moreover, the overseas operation experience of such terminal equipment suppliers as Huawei Technologies Co., Ltd. and ZTE Corporation shows that the core strategy meets the demand of the overseas operators. And the customization strategy has been the most major one of the strategies on domestic terminal operators' launching into the overseas market. Analysis shows that 70 to 80 percent of the mobile phones in the overseas market are operators' customized ones, and most of China's exported mobile phones are under the customization mode. Such a win-win cooperation mode between overseas operators and equipment suppliers has showed a momentum of development in China, and Datang can make a reference to such a market operation solution, however, the characteristic of domestic operators needs Datang to do well on the promotion of market operation mode.

The greatest advantage of 3G network is that it can provide abundant data business and the customization is a necessary method to realize the differentiated business. Experts recons that, "The customization strategy still plays a key role in succeeding in the terminal market for Datang Telecom Technology Co., Ltd. Datang Telecom Technology Co., Ltd is provided with a relatively deep technical background in the TD-SCDMA field, and it is the main provider for TD-SCDMA network equipment; it can establish a favorable communications with operators, and can be provided with the advantage of deep-seated customization."

Despite the mobile phones belong to the terminal peripheral equipment of the core communications system; they always have a deep impact on the entire communications pattern. Experts believed that such a market that lacks of terminals would make the development of the industrial chain restricted; meanwhile both of the launch of new technologies and the development of domestic communication technology would need the support of terminal market and technology. The lack of the right to speak in the communications terminal field will not only make it difficult to impel the rapid development of China's local communications enterprises in a real sense, but also have an impact on the development of the TD-SCDMA involved 3G market. Datang Telecom Technology Co., Ltd's entry into the terminal manufacturing field possesses lots of potential advantages, and the sound development of domestic communication industry also needs a strong breakthrough made by such enterprises like Datang Telecom Technology Co., Ltd.
 
 
 
 

Source:CE.cn