波士顿-某电信企业战略咨询报告-2优质PPT.ppt
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波士顿-某电信企业战略咨询报告-2优质PPT.ppt
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Howlargeistheoverallopportunityforanewentrant?
Overallmarketsizingandrevenueforecastbyproductarea,Regulatoryandcompetitiveanalysis,WhattypeofregulatoryenvironmentwillevolveinChina?
Willequalaccessforvoiceanddatabegrantedandwhen?
WhateffectwillWTOhave?
RegulatorymappingandCNCsharepredictionsacrossscenarios,Strategicimplicationsandcapabilitiesassessment,METHODOLOGYBEINGUSEDTODEVELOPBUSINESSMODELSANDOVERALLSTRATEGY,-Currentareasoffocus,CNCATACRITICALSTRATEGICCROSSROADS,PreliminaryConclusions,Recommendations/DecisionstobeMade,OffnetVOIPpredictedtogeneratetoprovidebreakeveneconomicsforbuildingbackbone1WholesalerevenueprovidessignificantupsidepotentialMajorityofwholesalerevenuereliesonaccesstomobilecarriersEnterprisesolutionseconomicsveryattractive,butsubstantialcomplexityandresourcesinvolvedHigh-bandwidthinternationalgatewaycriticaltosuccessinbothwholesaleandenterpriseEconomicpredictionshighlysensitivetoasetofkeyassumptions,Acceleratevendorselectionandbackboneconstruction;
timetomarketcriticalCommitmenttoutilizingIP/DWDMinvlolvesrisktomobilecarrierbusinessRFPtovendorsshouldbebasedonproductrequirementsvs.technologyStagingofinvestmentsandservicelaunchmustconsidertradeoffbetweenqualityofserviceandcoveragePreliminarytalkswithinternationalcarriersshouldbeginASAPScenariomodelingwillhelpusdecidewheretofocus,Overarchingquestion:
CanCNCsuccessfullypursueallopportunitiesoutlinedintheshort/mediumterm?
(1)Assumingsettlementfeesof10%ofrevenue,OverallapproachWhereHow,BUSINESSMODELSSUMMARY:
THREECOREELEMENTS,EnterpriseSolutions,Capturedatacomgrowthinkeybusinesscenterswithleading-edgeproductsandsuperiorcustomerserviceTopbusinessdistrictsinmajorurbanareas;
onlythemostdenseareasinshorttermFocusedDeploymentLeverageexistingconduitstolayinmajorurbanareasSuperiorserviceandbandwidthTargetCTsweaknessinserviceandbandwidthUtilizeLMDSinintermediatecitiesandareaswheretimetomarketiscritical,Wholesale/Carrier,TargetmobilecarriersandISPswithbackbonetransport;
considersupplyingfixed-lineincumbentsCoverPOPsinallmajorcallingzones;
developlocalleasedlinesnetworkinkeylocationsAggressivedeploymentofbackboneinfrastructuretoprovideunparalleledbandwidthEstablishhighbandwidthinternationalgatewaytodifferentiateinternetaccessSuperiorservicewithclearpositioning“TheclearalternativetoCT”,Longdistancevoice,CaptureearlyrevenuefromtofunddevelopmentofsubsequentbusinessmodelsTop60POPsbyendofyear2000utilizingmixofleasedlinesfromCTandCNCnetworkPositionoffnetvoiceasfirstproductfrom“Chinasfirstdatacomcarrier”DonotoverextendresourcesinVOIPasitdoesnotfitCNCslongtermstrategyCreate“dial-around”solutionsforbusinessandinterconnectterms,-17930-,Enterprisesolutions,POTENTIALBUSINESSMODELSCOVERWIDERANGEOFPRODUCT/MARKETALTERNATIVES,Opportunityforgrowth,Currentmarketsize,Wholesale/carrier,ConsumerISP?
DomesticandInternationalLongDistanceVoice,Residential,Med/largeenterprisecustomers,Carriers,Potentialtrafficperconsumer,Products,Emergingdatacom,Data,Voice,Emergingdataniche,AGENDA,BusinessModelsDomesticandinternationallong-distancevoiceWholesale/carrierEnterprisesolutionsIssuesgoingforward,APPROACHTODOMESTICANDINTERNATIONALVOICEBUSINESSMODEL,Objectives,HypothesizedApproach,CaptureearlyrevenuefromlaunchofprepaidIPcallingcards“Cashcow”forfundingotherbusinessmodeldevelopmentPursueprefixandequalaccesslongdistanceforbusinesscustomersassoonaspossibletobeginestablishingrelationshipsManagepricingandproductlifecycleeffectivelytomaximizetotalmarginandavoidinvestingindecliningproductsDonotoverextendourselvesnorblurour“datacom”image,FighttheregulatorybattletoensurefavorableapproachestoequalaccessandinterconnectMarketcallingcardstobusinesscustomersintheshorttermfortravellingpersonnelEmphasizequalityimage/brandtodistinguishfromCTandUnicom-positioncallingcardasfirststepinbecominganextgenerationfullservicesproviderEstablishmechanismstolinkmarketingexpenditureswithrevenueandmargingrowthbyproducttoensureeffectiveinvestmentEmphasizelowcosttargetedmarketingandloyaltyprogramsDonotoverextendAlwaysemphasizeadvancedtechnologyandevolutiontofullservicesprovision,DOMESTICANDINTERNATIONALVOICESUMMARY,PreliminaryEconomics,PhaseICapEx(2000,2001):
3.8BRMBFiber/construction:
2.4BRMBIP/DWDMequipment:
720MRMBPOP/VOIP:
530MRMBOSS/Networkmanagementsystem:
100MRMBOpExexpectedtobe30%ofrevenueby2002Marketshareandrevenueestimates-2002OffnetDLD:
30%OffnetILD:
30%$2BRMBIPIntl.termination:
27%5yearNPV:
Essentiallybreakevenconsideringoffnetvoicealone1,KeyIssuestobeAddressed,InterconnectagreementswithlocalPTAs;
attempttoobtainblanketpolicyfromMIIInternationalgatewaylicenseandconnectivitySettlementchargescommensuratewithVOIPpricingDevelopmentofbusinessoffnetstrategyScalable“dial-around”solutionsinshorttermEqualaccesslongertermQualityofserviceforvoice,mustapproachswitchedqualityrapidlyPointofdiminishingreturnsforaddingVOIPgatewaysvs.strategicvalueofprovidingcoverage,
(1)Highlysensitivetosettlementfees,LARGEMARKETWITHPOTENTIALTOGAINSHAREQUICKLY,Newentrantstypicallygainsharequickly,Example:
IDDandDLDservices,Marketsizeable-off-nettrafficaccountsfor15%oftotalDLD/ILDrevenueby2004,Source:
ChinaTelecomannualreports;
CNCsteaminputs;
BCGsurveys,analysis&
benchmarking,Yearafterentry,Optus(DLD),Tele2(DLD),Mercury(DLD),HongKong(IDD),Japan(IDD),US(IDD),(RMBBN),DLDOn-Net,DLDOff-Net,ILDOn-Net,ILDOff-Net,(%),CAREFULMANAGEMENTOFPRE-PAIDCALLINGCARDBUSINESSNECESSARYTOALIGNWITHLONGTERMSTRATEGY,PrepaidcallingcardscallfordifferentcapabilitysetandtargetcustomersthanlongertermbusinessmodelsFocusonconsumerswillnotcomplementlongtermvisionofprovidingenterprisesolutionsMassadvertisingandmarketingaroundalow-costpositionmaynotfitimagerequiredforfutureneedsThreefactorsimportanttoconsiderinmanagingprepaidcallingcardbusinessAttempttopositioncardsinmarketingmessagesasthefirstproductfromacompanythatisbuildingthemostadvancednetworkinPRCConsidersellingcardstobusinessesfortheirtravelingpersonneltobeginestablishingenterpriserelationshipsCarefullymanageproductlifecycletobeginpullingbackmarketinginvestmentaswholesaleandenterprisebusinessmodelsgrow,CNCVOIPREVENUEANDMARKETSHAREEXPECTATIONS,Source:
variousbenchmarks;
BCGanalysis,Voicerevenue,Shareassumptions,CNCRevenue(RMBBN),Off-NetDLD,%oftotalCNCrevenue,100%,76%,37%,30%,23%,16%,Off-NetILD,InternationalTermination,19993%80%1%3%80%1%5%80%0%,Off-NetDLDOff-netshareoftotalDLDGeographiccoverageofCNCCNCsharewithincoverageOff-NetILDOff-netshareoftotalILDGeographiccoverageofCNCCNCsharewithincoverageInternationalTerminationIPshareoftotalGeographiccoverageofCNCCNCsharewithincoverage,200010%60%25%11%60%25%11%60%20%,200117%75%29%18%75%29%18%75%25%,200223%90%33%26%90%33%24%90%30%,200330%100%30%33%100%30%30%100%30%,200432%100%28%35%100%28%35%100%31%,PRELIMINARYECONOMICSFORLONGDISTANCEVOICEMODEL(PHASEIBUILDOUT)VOIPRevenueAloneJustifiesBuildingBackbone,5yearPV
(1)(MRMB),CapEX,OpEx,Revenue,5yearNPV15%:
-500MRMB,5yearIRR:
12%,EssentiallybreakeveneconomicsforoperatingbackboneforVOIPonly,VOIP
(2),Backboneconstruction,Backbone,InternationalterminationIDDDLD,IPPOP/AccessplatformOSS,Presentvalueofcashflows,
(1)Assuming15%costofcapital
(2)Includingsettlementchargesestimatedat10%ofVOIPrevenue,andmarketing/salesat10%ofrevenue(3)BackboneOpExchargesallocated1/3eachtoVOIP,wholesale,andenterprisebusinessmodeleconomicsSource:
BCGbenchmarkdatabase;
industryinterviews;
BCGanalysis,AGENDA,BusinessModelsDomesticandinternationallong-distancevoiceWholesale/carrierEnterprisesolutionsIssuesgoingforward,APPROACHTOWHOLESALE/CARRIERBUSINESSMODEL,Objectives,HypothesizedApproach,DevelopwholesalebusinessastrafficgeneratortoimproveeconomicsofbackbonethroughhigherutilizationBecomethewholesalecarrierofchoicewithtechnologicallysuperiorserviceofferingsincludinghighbandwidthinternationalgatewayconnectivityConsiderwholesalingaccesstoCT,Unicom,andJitongdependingoncompetitiveimplicationsSuperiorcustomerservicewithclearpositioning“TheclearalternativetoCT”,AggressivedeploymentofbackboneinfrastructureConnectingtop15citiesbyendof2000andexpandingtotop50citiesby2002Seekpartnershipstoestablishhighbandwidthinternationalgatewayconnectivity-absolutelyessentialfordifferentiatingCNCofferingDevelopinterconnectioncapabilitiesinallmajorPOPsandmobilebasestationsinkeygeographicallocationsWholesaleaccesstoincumbentproviderswherefeasible,bu
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