【双语直播】Sprint：虚商2016年用户将达到2.14亿，占全球移动用户的2.7%

7月9日，由DVBCN&AsiaOTT与Informa、长城会联合主办的2015虚拟运营峰会在北京隆重召开。会上，Sprint亚太地区营销总监Eu Gin Tan作了题为“移动运营商如何帮助虚拟移动运营商获得成功”的演讲。在演讲中，Eu Gin Tan提出，全球虚商的客户群体在未来的5年内将会以 10%的年复合增长率增长，并且在2016年获得2.14亿用户，相当于全球移动用户的2.7%。

On July 9th, the 2015 MVNO Summit which cooperated by DVBCN&AsiaOTT, Informa, GWC is hold in Beijing. During the summit, Eu Gin Tan, the marketing director for the Asia-Pacific region in Sprint has made a speech named “How MNOs Can Help MVNOs Find Success”. And he has raised that the global MVNO subscriber base will grow at a CAGR at 10 percent over the next 5 years and capture almost 214 million subscribers in 2016, equal to 2.7% of mobile subscribers worldwide.

 

 

图为：Sprint亚太地区营销总监Eu Gin Tan

 

最演讲的开始，Eu Gin Tan就给在场观众介绍了虚拟运营商发展历程中的2的重要演变场景：

From the beginning of the speech,  Eu Gin Tan has presented to the audiences 2 important evolving scenes in the processes of the development of MVNOS.

 

场景一：

Scene 1:

 

女：你好，我想成为一个虚商。

Woman: Hello, I’d like to become an MVNO. 

 

男：为什么我应该允许？你的模式将会对我造成客户流失。怎么能够让你的模式生存呢？

Man: Why should I allow that?Your model will dilute customers away from me… How can your model possibly survive?

 

场景二：

Scene 2:

 

女：你好，我想成为一个虚商。

Woman: Hello, I’d like to become an MVNO.

 

男：嗯，你能吸引市场，你的模式实际上能增加我的客户数量，有了正确的模式就能成功。

Man: Hmmm, so you can appeal to niche markets... Your model actually adds new customers for me... With the right model this could be a success! 

 

Eu Gin Tan表示，在接下来的5年中，移动设备的数量将会超过世界总人口。54%的硬件是智能手机；2016年之前，使用平板需要流量将会达到15%；2018年之前，有三分之二的世界移动流量是用来播放视频；2018年之前，平均移动上网速度将会超过2.5Mbps；2018年之前4G的使用比例将会达到15%，而总流量的51%是4G服务消耗的。

Eu Gin Tan says that in the next five years, the number of mobile connected devices will exceed the world’s population, and 54% of all devices will be Smartphones. Tablets will exceed 15% of global mobile traffic by 2016. By 2018, over 2/3 of the world’s mobiledata traffic will be video and average mobile connection speed surpass 2.5 Mbps; and 4G will be 15% of connections but 51% of total traffic by 2018.

 

历史上，MVNO市场经历了两个明显的发展规律周期：2004-2005主要在欧洲和美国，2012-2013年在全世界。

Historically, MVNO markets have witnessed two strong hype cycles: 2004-5 was mainly in Europe and US, and 2012-2013 was aimed globally.

 

通过大数据分析，现在90%的美国成年人拥有一部移动电话；58%的美国成年人拥有一部智能手机；32%的美国成年人拥有一部平板电脑。

From the big data, 90% of American adults have a mobile phone, and 58% have a smartphone, and 32% a tablet.

 

所以，移动行业之外的其他商家也能够充分衡量通过分析消费者的移动通信数据所获得的利益。

So businesses outside the mobile industry can embrace the full scale of benefits that come from analyzing mobile customer data.

 

在未来，随着移动通信空间的发展，虚商同移动运营商一样，正在经历相似的市场转换，然而反馈回来的利益是不一样的。

And in the future, as the telecom space evolves, Mobile Virtual Network Operators (MVNO) experience similar market shifts as Mobile Network Operators (MNOs), but benefit from reacting differently.

 

目前美国有250家活跃的虚商公司为2800万用户提供服务。截止到2019年，用户总数将会从2800万增长到4400万，并且会增加新的收益，新的美国移动用户中有21%是来自虚商。

Currently, there are 250 active MVNO companies provide services to 28 million subscribers. By 2019, 28 million subscribers will reach 44 million and will represent 1/4 of new net additions. And 21% of all new U.S. subscriber connections will come from MVNO subscribers.

 

虚商必须适应顾客需求的变化。在过去，更加偏重语音、特色手机、个人与家庭套

餐独立、用户用多少付多少；在未来，需要偏重数据、智能手机、个人和家庭分享数据。

Customer needs are changing and MVNOs must adapt. In the past, it focused on vioce centric, feature phones, individual/ family plans, pay-as-you-go, and lowering prices. In the future, it will focus on data centric, smartphones, shared data plans for individuals and families and so on.

 

未来，客户在他们的移动硬件上花费的时间要比陪伴配偶的时间要多。如果虚商能发掘这种强有力的关系，就能够给他们想要的服务，让他们购物，并且通过品牌将粘合他们的关系。但是如何实现呢？解决方法很简单：为客户提供一个特殊品牌项目并且将他们每天24小时都联系在一起。

In the future, your customers spend more time with their mobile devices than they do with their spouses. What if you could tap into this powerful relationships? You’d be able to give them the offers and promotions they want, keep them shopping, and cement their relationship with your brand. But how? The solution is simple: offer your customers a branded mobile program and connect with them 24/7.

 

Eu Gin Tan指出，品牌项目能够提升19%商店观光率，35%的消费者在商店花费更多的钱，顾客的满意度将会增加11%，市场份额提高13%，46%的顾客每月花费超过100美元。

Eu Gin Tan points out that a branded mobile program delivers results in 19% measured increase in store visits, 35% of customers spent more in store, 11% increase in customer satisfaction, 13% increase in share of wallet, and 46% of customers spent $100+ a month.

 

无线网络是大多数人生活中重要的一部分。如果虚商和客户之间的关系是强有力的，为了能让无线项目获得成功，选择正确的执行者是非常重要的。Sprint 就在支持私人标记无线项目上有丰富的经验。

Wireless is an integral part of people’s life. In fact, they spend more time with their mobile devices than they do three spouses. They have their devices with them almost 24/7. What if your relationship with your customers was that powerful? To have a successful wireless program, piking the right carrier is important. Sprint has a strong history of supporting private label wireless programs.

 

智能手机就是大家生活中最私人化的硬件。到美国旅游人数占了总游客数量的6.4%，排第二仅次于法国。消费者代表最广大的预付费用用户，并将在整个预测期内推动市场的增长。在2017年，对预付费数据的需求将推动收入和用户数量的增长。

Smartphones are the most personal device in our lives. The U.S. has 6.4% share of world travellers——2nd only to France. Customers represent the overwhelming majority of prepaid users and will drive growth in the market throughout the forecast period, The demond for prepaid data will drive revenue and subscriber growth through 2017.

 

根据Pyramid的研究显示，全球虚商的客户群体在未来的5年内将会以 10%的年复合增长率增长，并且在2016年获得2.14亿用户，相当于全球移动用户的2.7%。

Pyramid Research projects that the global MVNO subscriber base will grow at a CAGR at 10 percent over the next 5 years and capture almost 214 million subscribers in 2016, equal to 2.7% of mobile subscribers worldwide.

 

数据显示，美国人平均21.7个月就要更换他们的移动电话。客户保留率增加5%，并且可增加75%的公司盈利能力。便宜的智能手机数据流量服务将会确保预付市场能够支撑种类广泛多样的移动用户。

On average, Americans replace their mobile phones every 21.7 months. And a 5% increase in customer relation can increase company’s profitability by 75%. The availability of simple, inexpensive smartphone data service plans ensures that the prepaid market will support a wide variety of mobile users.

 

虚商成功的5大要素：对市场的了解程度；清晰的定义商业规划；熟练的配送；强有力的价值主张和品牌；正确的载体帮你规划你的商业项目。

Five elements of a successful MVNO include niche market savvy, clearly defined business plan, proficient distribution, strong value of preposition and branding, and the right carrier to help you evolve our business.

 

移动运营商如何帮助虚拟运营商获得成功呢？双方之间需要灵活条款、、协商销售、网络独立性等等。Sprint 所能提供的虚商支持包括：专用批发部、经验丰富的执行团队、专门的项目经理和主题专家为在线运营提供支持、完备并成熟的市场支持方案、分享最佳实践和研究见解、行业及产品销售培训计划。

So how can the MNO help? There must be flexible contacts, consultative selling, and agnostic network, and so on. Sprint’s MVNO’s support include dedicated wholesale division, experienced implementation team, dedicated program manager and subject matter expert for ongoing operational support, established and proven marketing support program, shared best practices and research insight, and industry and productsales training programs.