引入号码可携系统后NMO策略分析-KDDI移动-28P-EN-200709.pptVIP

An Analysis of the MNO Strategy through the introduction of Mobile Number Portability System 5th Sept. 2007 KDDI Research Institute Inc. Masahiro Fujiwara (fujiwara＠) Haruo Takasaki (ha-takasaki＠) Summary of Analysis Mobile Number Portability（MNP) The system which enables the customers to change the network operators without changing their telephone numbers has been introduced in 24th Oct. 2006. (The customer has to change their mail address and get a new telephone handset.) Reduction of Switching CostBy the introduction of MNP system, switching cost of customers for changing the network operator has decreased drastically. The customer can select the network operator based on the handset functions, services and prices. In Japan, Mobile Network Operators (MNO) sale handsets exclusively. Hypothesis①The increased competition obliges MNO to decrease the telephone handset prices. ②MNO shall keep their competitiveness with accelerating the advancement of functions and capabilities of handsets. Remarks The introduction of MNP system would benefit the customers through such business behaviors.In consideration of MNO strategy, we have to consider the level of “monthly charge”, “handset design” and “mobile contents policy” etc. We study the MNO strategy focusing on above two points because of the availability of our data sets. Method of Analysis Data ①Terminal Prices ?　 Descriptive statistics ②Functions/Capabilities Hedonic　MethodThe prices are associated with the functions and quality of goods. MethodologyWith using the shop price data of handsets, we can evaluate how the functions and quality of handsets reflect their prices. DataShop Price Data for 13 months from Jan. 2006 to Jan. 2007. Shop price data of general merchandizing stores in Tokyo published by Impress Keitai Watch http://k-tai.impress.co.jp Hedonic Method Analysis for Mobile Phone（Earlier Study） 　①Computation of price index on the consideration of handset functions and per