韩国KTF 3G业务发展策略及市场策略.ppt

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2018-05-17 发布于四川
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韩国KTF 3G业务发展策略及市场策略.ppt

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IT Korea Digitalization status KT Group performance Data as KTF future growth engine Changing Marketing Strategy Music Portal Dosirak Structure Importance of Handset Entertainment life Mobile Music Energy Music Portal Dosirak Structure Dosirak Service Features Mobile TV - DMB “Welcome to the Mobile World” (MIC, 2005) GDP 15.6% Export Economic Growth 42.5% 46.7% “Korea has power over Digital Future (2004.9 / Fortune) ” Broadband User Ratio Ranked World 1st (85% of households, 92% of companies) OECD STI Scoreboard / ’05.11 National Technology Competitiveness Ranked World 2nd IMD / ’05. 5 21.9 Norway 7 22.5 Finland 6 23.1 Switzerland 5 25.0 Denmark 4 25.3 Netherlands 3 26.7 Iceland 1 Subscriber per 100 habitants Country Rank 25.4 Korea 2 0.63 Taiwan 7 0.63 Hong Kong 6 0.65 Switzerland 5 0.65 Denmark 4 0.67 United States 2 0.76 Sweden 1 Index Country Rank 0.66 Korea 3 OECD / ’05 UN/’05.12 OECD / ’05.12 0.63 Singapore 7 0.63 Canada 6 0.65 Sweden 5 0.65 Denmark 4 0.66 Japan 3 0.67 Hong Kong 2 Country Rank 0.76 Korea 1 Index “A market leader in Korea with 120 year history of Telecom Business” Market Share Hanaro Dacom Hanaro Dacom Others Dacom Others Hanaro Others (MIC, 2005) Well positioned for the future with innovative data services Data ARPU by Handset Type 2G 1X EV-DO VOD Revenue 4,590 ’02 ’03 ’04 ARPU Breakdown 50 40 30 20 10 0 ’02 ’03 ’04 ’05 total voice (USD) (USD M) (USD) VOD DMB Subscribers Jan ’06 Feb ’06 Mar ’06 Apr ’06 Unit: Thousands 5,008 4,240 4,201 310 360 520 608 ’05 service revenue data revenue 3.4 4.5 6.7 10.6 29.7 23.9 S-DMB T-DMB VOD T-DMB S-DMB 1,602 1,683 1,770 1,894 21 26 30 35 10 35 67 117 “Creating customer needs with innovative marketing” Channel based Marketing CRM based Marketing Design Emotional Marketing Segmented brands Sophisticated CRM Membership service New roles for channels Driving new services Entertainment Channel expansion Low priced tariff Handset subsidy “ 25% of Korean French subscribers use cameras everyday