中国网通稳步推进战略转型

　　记者 杨海玉

　　在中国，尽管宽带和小灵通取得了令人瞩目的成绩，但这一切仍不能弥补固话业务下滑所带来的亏空。中国固网运营企业遇到了与全世界固网运营商相似的问题：客户增长乏力，新业务增长占比短缺，增收难度加大，经营局限性与风险性日益突出。特别是新技术、新业务的迅猛发展和人们日益增长的个性化、多样化、综合化的通信需求，对固网运营企业提

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出了前所未有的严峻挑战。

　　InChina,eventhough broadband and PHS have performed admirably, they are still not earning enough to cover the loss created by the decrease of fixed telephone operations. Like fixed network operators from all around the world, Chinese fixed network operators are faced with the same problems: sluggish growth, shortage of growth accounted by new operators, increased difficulties of obtaining additional incomes, and increasing operating limitations and risks. Faced with the rapid development of new technologies and new operators as well as people’s demand of individualistic, diversified, and comprehensive telecommunication services, fixed network operators are faced with an unprecedented difficult challenge.

　　中国网络通信集团公司(以下简称中国网通)是中国特大型电信企业，是北京2008年奥运会固定通信服务合作伙伴，也是国内外知名的电信运营商。2004年11月，中国网通在纽约、香港成功上市。目前中国网通拥有覆盖全国、通达世界、结构合理、技术先进、功能齐全的现代通信网络，主要经营国内、国际各类固定电信网络设施及相关电信服务。截至2006年上半年，中国网通的各类用户总数已达1.35亿户。

　　ChinaNetcomGroupCorporation (hereinafter referred to as China Netcom) is a major Chinese telecommunication operator and the fixed telecommunication service partner of the 2008 Olympics in Beijing. A renowned telecommunication operator around the world, China Netcom was successfully listed in New York and in Hong Kong in October 2004. Currently China Netcom owns a modern telecommunication network that covers the entire China. It connects China to the rest of the world, and has reasonable structure, advanced technologies, and comprehensive functions. China Netcom mainly operates various fixed telecommunication network facilities domestically and internationally as well as the related telecommunication services. On June 30th 2006, the number of China Netcom’s various customers topped 135 million.

　　作为中国第二大固网运营商，中国网通的业务转型归根结底是为了适应发展的需要，拓展更为广阔的发展空间。转型不仅是选择，更是战略。整个转型又不仅仅是一个技术问题，而且是一个系统工程，体现在观念、业务、技术、网络、体制、服务、管理和组织结构等方方面面。找好定位，有所为、有所不为，研究市场需求，为社会提供可运营、可管理、可盈利的满足

　　Asthesecondlargest fixed network operator in China, the fundamental reason for China Netcom’s operation transformation is the need to adapt to the development and create greater developmental spaces. Transformation is not only a choice, but also a strategy. The entire transformation is not only a technical problem, but also a systematic project, which is to be demonstrated in various areas, such as concepts, operators, technologies, networks, systems, services, management and organization structures. Finding the right position, making the right choices, researching market demand, and providing society with operational, manageable and profitable commercial products that’s needed to satisfy the development of an informational society, will be used to judge the success of China Netcom’s transformation.

　　“三大战略”催生重点业务发展

　　“Threestrategies”thatpromote the development of major operations

　　从2003年开始，中国网通就明确提出了宽带战略、奥运战略和国际化战略，并称“三大战略”目标。具体来讲，“宽带战略”的主要目标就是由窄带通信向宽带通信、由提供接入向提供接入和内容转变；“奥运战略”的主要目标就是以成为奥运合作伙伴为契机，由低层次的服务向高层次的服务、由粗放式管理向精细化管理转变；“国际化战略”的主要目标就是由本土化竞争向国际化竞争、由单一化投资向多元化投资转变。因此，“三大战略”的本质是中国网通进行转型的尝试。

　　ChinaNetcomhasalready clearly proposed the broadband strategy, the Olympics strategy, and the internationalization strategy, jointly known as “three strategic goals” from 2003. In detail, the main goals of the “broadband strategy” are to transform from narrowband communication to broadband communication, and from providing access to providing access and content. The main goals of the “Olympics strategy” are to take advantage of company’s position as a partner to the Olympics and transform from low level service to high level service and from extensive management to fine management. The main goals of the “internationalization strategy” are to transform the company from local competition to international competition and from singular investment to diversified investment. Therefore, the “three strategies” are an attempt of transformation made by China Netcom.

　　中国网通2006年工作会议明确，力争用5年时间，努力把中国网通建设成为业务种类齐全、服务质量优良、网络运行稳定，基本建立现代企业制度，全面协调可持续发展的综合信息服务提供商。为实现这一转型目标，2006年，中国网通将转型的业务突破点放在以下业务上：在继续抓好固定电话、

　　Intheworkconference in 2006, China Netcom determined that in the next five years, the goal is to build the company into a comprehensive information service provider that has a comprehensive range of series. The conference also called for the company to provide quality services, have networks that operate stably, employ a modern corporate system, and be capable of total coordination as well as sustainable growth. In order to achieve these transformational goals, in 2006 China Netcom has focused its transformation on the following operations: on the basis of the three major operations of fixed telephones, PHS and broadband, the company will strive to make breakthrough in value added services, broadband content application and integrated services.

　　一是突出加快增值业务发展。增值业务是实现业务转型的重点，2006年中国网通整合增值业务资源，抓好本地网智能化改造后新业务的开发和推广已见到成效。固网增值业务突出抓好悦铃、一号通、预付费、呼叫中心、语音信息等业务。同时大力推广小灵通短信、悦铃等各类增值业务并在短期内实现规模发展。

　　Thefirstfocusis to increase the pace of development of value added services. Value added service is a key aspect to the company’s operational transformation, and during this year China Netcom will integrate the value added services’ resources, and develop and promote new services brought about by the intelligent renovation to local networks. So far, the effort has already payed off. For fixed network’s value added services, the focus is to develop services such as ring tone, one number, prepaid service, calling center, voice information. In addition, PHS text message, ring tone and other value added services will attempt to achieve scale development in the short term.

　　二是把宽带内容应用作为新的业务增长点来抓，以内容应用提高宽带ARPU值和拉动宽带接入的持续增长。中国网通积极探索宽带增值业务合理的商业模式，突出抓好网上游戏、网上教育、远程

　　Thesecondfocusis to see broadband content application as a new business growth area, where the content application can be used to enhance the broadband APRU and to bring out the sustainable growth to broadband access. China Netcom is actively searching for the perfect commercial model for broadband value added services, with the focus on online games, online education, remote hospital, and online broadcasting; the company also aims to integrate IDC resources and portal resources to create a unified portal brand for China Netcom.

　　三是高度重视集成业务的开发。集成业务对于开发信息化大市场、吸引和保有大用户具有重要作用。中国网通实施兵团作战，发挥系统集成公司人才、技术优势，充分调动各省(区、市)公司的力量，共同推动集成业务的快速发展。

　　Thethirdfocusis on the development of integrated services. Integrated services are extremely important to develop informational markets as well as to attract and keep major clients. China Netcom aims to work as a team, integrate the company’s human and technical resource advantages, and fully utilize the resources in each regional company to promote the rapid development of integrated services.

　　“固定移动融合”提高核心竞争力

　　Enhancementofcorecompetitiveness by “fixed mobile convergence”

　　调查表明，大约有1/3的移动话务量是在室内产生的，如果能够实现固定移动融合(FMC)，在固定网络和移动网络之间实现无缝漫游，固网运营商就可以实施差异化竞争，巩固语音市场，降低用户流失和转网，提高ARPU值，扩大发展空间。

　　Researchhasshownthat about 1/3 of the mobile calls are made indoor. If fixed mobile convergence (FMC) could be achieved, it will allow for seamless roaming between fixed networks and mobile networks, allowing fixed network operators to implement differentiated competition, fortify the voice market, lower loss and transfer of users, enhance ARPU and expand into greater market.

　　为顺应FMC发展趋势，在当前没有移动通信业务的情况下，中国网通积极研究产品捆绑策略。一是实现不同业务的产品捆绑。将固话、小灵通、宽带及有关增值业务捆绑起来，利用多业务资源优势，将各个业务产品特性及灵活的资费有机结合起来，制定灵活有效的捆绑策略及方案。二是实现针对不同客户群的产品捆绑。针对现有大客户提供“一揽子”解决方案；针对商务客户推出“宽带商务”品牌；针对公众客户还将进一步研究捆绑方案，尽快形成品牌向全国推广。三是实现不同营销模式的产品捆绑，如服务捆绑和电信终端捆绑等。通过多种捆绑方式，在保有客户的同时，引导促进宽带、增值业务的发展，提升企业核心竞争力。当然，捆绑业务对企业信息化支撑提出了更高的要求，必须统一规划，进一步完善九七系统、计费系统等企业信息化建设项目，为业务发展提供有效支撑。

　　Inordertodevelop FMC, China Netcom, currently without mobile telecommunication service, is actively research product packaging strategies. The first goal of the company is to realize the packing of products in different fields. By packing fixed telephone, PHS, broadband and the related value added services together, it will allow the company to integrate the resource advantages of various fields, combine the characteristics of various products, and allow for flexible charge in order to create a packaging strategy and plan suitable for cliental needs. The second goal is to realize product packaging aimed at different client groups: for major clients, a “one stop solution” will be provided; for business clients, a “broadband business” brand will be provided; and a packaging plan for the public will be introduced soon as well in order to promote the brand nation wide as soon as possible. The third goal is to realize product packaging under different marketing models, such as service packaging and telecommunication terminal packaging. Through the packaging, the aim is to keep the current client while facilitate the growth of broadband and value added services in order to enhance the core competitiveness of the company. Of course, packaging services will have higher requirements in regard to the information support of the company; it requires the company to unify its plan, as well as to perfect its “nine-seven” system, billing system and other corporate information projects in order to provide effective support for operational development.

　　灵通无绳业务实质上就是固网与移动的融合(FMC)，它充分利用固网运营商庞大的固话网络资源和小灵通网络资源，通过“灵通无绳”实现了双方捆绑，为客户提供多样化通信服务，提供更多的通信选择。2006年中国网通在实验的基础上，在全国范围大力推广了“灵通无绳”业务，特别是加快在省会及大型城市的发展。

　　Inessence,thePHS wireless service is a convergence between fixed and mobile networks (FMC). It fully utilizes the huge fixed network reduces of fixed network operators as well as PHS network resources, and combines the convergence of the two resources through “wireless PHS” in order to provide more diversified telecommunication services and choices to customers. Based on experiments, in 2006 China Netcom actively promoted the “wireless PHS” service around the nation, with the focus on provincial capitals and major cities.

　　“智能化”改造让“老树”开新花

　　“Intelligent”movementisleading to more innovations

　　今年前三季度，中国网通的整体业绩水平与去年同期基本持平。不过，报告期内，网通的宽带和增值业务表现抢眼，宽带用户比2005年年底增长24.5%，达到1429万户，净增281.4万户；悦铃业务用户也比去年底上升84.5%至1257万户，净增575.6万户。

　　Inthefirstthree quarters of this year, the overall performance of China Netcom has kept par compared with the same period last year. Yet during the same period Netcom’s broadband and value added services has greatly outdone last year’s pace. The number of broadband users reached 14.29 million, an increase of 2.814 million, or 24.5%, compared with the number at the end of 2005, while the number of users for ring tone reached 12.57 million users, an increase of 5.756 million users, or 84.5% compared to he number at the end of 2005.

　　网通董事会提出，四季度将加紧本地网的智能化改造，以加快多业务捆绑和“同号”等业务的全面推广，同时发挥多业务和网络资源丰富的优势，吸引和保留本地电话用户，减缓移动替代的影响。就此来看，中国网通年内在网络改造上会有大动作，而不久前黑龙江网通全省实现割接国内最大的商用NGN网络，可以理解为这一策略的前奏。

　　Accordingtotheboard of China Netcom, in fourth quarter the aim will be to accelerate the rate of intelligent renovation of local networks in order to fully promote more service packaging and “same number” services; by position the company in a position to utilize its advantages of multiple business of rich network resources, the aim is to attract and keep local telephone users while softening the impact of the replacement by mobiles. Viewed from this perspective, China Netcom is sure to have major renovations of its network within the year. The splicing of the Netcom in Heilongjiang province to form NGN network, the biggest commercial network in China, could be seen as a precursor to this strategy.

　　中国网通集团公司总工程师滕勇称，网通集团目前已经完成了北方大部分本地网的自动化改造工程，建设了覆盖重要城市的IP承载网和长途软交换网，同时还承载了国家发改委“中国下一代互联网示范工程”的建设，下一代网络技术的研究实验和奥运通信的服务支撑与创新工作也在进行当中。

　　TengYong,thechief engineer of China Netcom, claims that China Netcom has already finished most of the automatic renovation for a majority of local networks in the north. The company has also constructed the IP bearer network and the long distance softswitch network covering major cities. In addition, China Netcom is constructing “the next generation internet showcase project in China” for SDRC, and is responsible for research and development of NGN technology as well as providing the service support and innovation for the telecommunication related to the Olympics.