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北美移动四大巨头2015年第一季度财报分析

2015-05-20 10:44:23      来源: AsiaOTT AsiaOTT       

北美财报运营商

【摘要】【双语阅读】随着2015年第一季度的财报发布,我们能够看到北美全国最大的几个无线运营商Verizon、AT&T、Sprint、T-Mobile的市场以及策略

       随着2015年第一季度的财报发布,我们能够看到北美全国最大的几个无线运营商(本文将双语图文分析北美移动运营商目前的市场以及策略)

       The first quarter earnings season is coming to a close, so now it's time to see how the nation's top wireless carriers stacked up against each other in terms of key metrics.

       从上图中我们可以看到,T-Mobile是北美目前唯一一家仍在新增手机用户的运营商,而其他三家均以失去了电话用户。T-Mobile的增长略高于其他三家总和的亏损,也就是说目前北美依然有部分的市场增长空间。

       As you can see, T-Mobile was the only one of the big four carriers that added phone subscribers, while the other three all lost phone subscribers. T-Mobile's growth was slightly greater than the combined losses of the other three, in part because there is still a tiny bit of growth in the market.

       Sprint、Verizon以及AT&T面对这些趋势也正表明了他们不同的态度,AT&T和Verizon不会通过降价等形式来争取用户,但Sprint却是想方设法采用价格战和一些策略以夺回他们的客户,而与之相对的是,T-Mobile正以他们优质的服务以及吸引人的价格吸引着更多的用户。

       Sprint, Verizon, and AT&T have had different responses to these trends, with both AT&T and Verizon suggesting they won't pursue subscribers who are motivated only by price, while Sprint is simply trying to stem losses wherever it can, including competing on price, while attempting to steal some subscribers back. Meanwhile, T-Mobile's message of improving network performance at a compelling price seems to be working well.


       而且(图1-2)值得人们感兴趣的是,合约手机的发放如今已经越来越低,但相对的,移动连接设备与合约平板的发放正在以一个飞速的趋势发展。

       What's interesting, though, is that postpaid phones are a smaller and smaller source of growth over time. Both postpaid tablets and "Connected Devices" are driving far more growth for the carriers than postpaid phones are at this point:

       但也并不是每家移动运营商都钟情于平板的战略,T-Mobile依然在不断从竞争对手中夺取成熟的手机终端客户。但不容质疑的是,针对于北美市场,合约手机的签订速率已经越来越慢,而真正的发展机遇一定来自于别处。目前可以肯定的是,那些新增长的终端比起智能手机要有更低的ARPU值,但平板无疑给运营商提供了一个额外的收入机会,并且将极有可能最终成为这些终端里面放量最大的。

  That's not to say there's no growth for individual carriers in phones--T-Mobile is clearly finding growth there by stealing subscribers from competitors--but for the market overall, phones continue to grow only slowly at this point, while the real growth opportunities are elsewhere. To be sure, those new growth areas have far lower ARPUs than smartphones do, but tablets represent a useful additional revenue opportunity for carriers, and connected devices will likely end up being largest of all.

       对于Verizon而言,其拥有自己Ellipsis品牌的平板,而AT&T本周也宣称将出售其AT&T品牌的Trek平板,AT&T仍然是目前在移动连接设备中的佼佼者,与各大汽车制造商签订协议是他们的一大重要驱动力。

       Tablets have been particularly good for Verizon, which has had its own Ellipsis tablet as a major driver of sales, and just this week AT&T announced its plans to start selling its AT&T-branded Trek tablet for similar reasons. AT&T continues to be the leader in Connected Devices, and its deals with various carmakers are a big driver of connected car subscribers in particular.

       上面的两根线已经惊人地相近,并且暗示了T-Mobile用户将极有可能在六个月后反超Sprint,但或许仍然是一个比较大的迈步,目前T-Mobile拥有足够多的预付费用户,而Sprint相比而言拥有的是更多后付费的用户。当然或许这些都并不算重要,双方均仍小规模落后于AT&T以及Verizon。相比之下,目前T-Mobile做得比较好的,是他们会在一些小规模的交易中补偿一些负面的影响,这一点尤其注重在营销策略上,而与之相对的是,Sprint已经很久没有在社交媒体以及其他渠道中进行营销的推动。                                                                                                                                        Those two lines are getting awfully close at this point, and it's very likely T-Mobile will finally cross the line about six months later than Legere predicted. But this is a largely symbolic move: T-Mobile is already the larger prepaid carrier, and Sprint is larger in postpaid. Does either metric actually matter? What really matters is that both are still massively sub-scale behind AT&T and Verizon. Until now T-Mobile has done a better job of offsetting some of the negative effects of its smaller scale, especially on the marketing front. Sprint has been less effective so far in leveraging social media and other channels to boost its marketing reach.

         第四幅图解释了所有北美的移动运营商现在几乎都完全接受了分期付款智能手机的模式,尽管Verizon很晚才参与,但也足以帮助他在未来的一到两年内迅速接入市场。然而,不同于其他的运营商,Sprint目前采用的已经不再只是典型的账单分期支付的方式,并在过去的几个月里推出了租赁的选择。但有意思的是,这种模式一被推出,就引起了无数用户的欢迎。

All the carriers have now finally fully embraced installment billing models for smartphones, even though Verizon was late to the party, and this model promises to take over the market pretty completely in the next year or two. However, Sprint has been unique in that it's offered not just classic installment billing in the same way as the other carriers, but also a leasing option over the last few months. What's interesting is just how popular this model has become among Sprint's subscribers:

         正如市场上所反映的,尽管分期支付的方式在刚推出的时候足够的吸引人,但当Sprint推出多款高端设备的租赁后,这些分期付款的模式就开始走下坡路了。自2014年第二季度推出以来,租赁模式正每月都在以一个突破式的爆发占据营销模式中的主导地位。或许丝毫不值得质疑的是,其余的运营商很快将会跟随着Sprint采用租赁的模式。

As you can see, though EIP (equipment installment plans) were very popular when they first launched, they've dropped significantly as Sprint has introduced leasing across multiple high-end devices, and leasing now dominates the overall monthly-payment model at Sprint, from nothing in Q2 2014 and a very small number in Q3 2014. I wouldn't be surprised if we saw other carriers adopting the leasing model as a result.


(责任编辑:张艺曦)
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王婷2015-05-20 11:00

有些观点还是值得商榷的

超人不会飞2015-05-20 10:57

好,文章很有条理