129773828080000000_1Interview with Kyocera executives: target overseas brand four
Fangheyiwen (in overall charge of Kyocera communications China) NetEase tech news on March 21, at the beginning of 2008, Japan Kyocera company forced by pressure on the operation of fully shrinking mobile phone business and announced its withdrawal from the Chinese market, on February 16 this year, Kyocera combined with China Telecom in China's first intelligent machine KSP8000 3G's return to the Chinese market. Kyocera communications in ChinaSaid the Chief heads to NetEase science and technology fangheyiwen, brought in the United States after Qualcomm's mobile phone business, CDMA cell phones cost there has been quite a bit of control, while the company saw the opportunity of China's 3G era, so I chose to return to China at this time. Memories memories upon exiting the helplessness of Pacesetter KSP8000 different scenes on exit, Fong He YiwenSaid, limited to mobile GSM phones at that time accounted for mainstreaming environment in which advantage product of Kyocera CDMA phones in China could not be well developed, and at the same time as the overseas manufacturers in terms of cost are less likely to be well adjusted, so decided to temporarily withdraw from the Chinese market in early 2008. The return to the Chinese, in terms of cost control, Fang He Yiwen revealed to the NetEase technology, thisKyocera mobile phones using a plain before Japan original imported parts, in recent years, as China and Korea development of parts manufacturing level, new products will be one-third per cent of the spare parts manufactured by China, bringing the cost to domestic manufacturers have the same level, while the company will be a full-time purchasing agent in Shenzhen branch. After Kyocera acquired Qualcomm mobile business, mobile phoneThis top has a very large chip advantage. Kyocera selects KSP8000 as the vanguard of its return to China, this is a high-end, dual-screen Android Smartphone, "we need to introduce one of the distinctive features of mobile phones, or at least drew attention to mobile phones, for the creation and dissemination of our brand will have a very big help, based on thisConsider, we launched the first is KSP8000. "Fong He Yiwen said," we are also ready to launch two of the three mobile phones this year, one could be specifically tailored for women, this mobile phone in Japan is called ' HONEYBEE '. Other one is a large screen, very slim Smartphone with Kyocera characteristics. "Medium-term target of overseas productsTop four hopes He Yiwen TD-LTE phone Fong also referred to the medium-term goals of the company, in terms of operators, China Telecom hopes Kyocera as a overseas brand sales into the top four. But when speaking of KSP8000 's sales target, He Fang said that because the phone is positioned on this special Geek groups, Kyocera and it didn'tSpecific sales targets. On channel construction, Kyocera also has its own opinion, hefangyiwen said, as has just come back, Kyocera cell phones now are all centrally by the carrier purchase, but the available data indicate that operator channels and community channels is more reasonable than in 1:4, this is the Kyocera channels. When it comes to cooperation with operators, hefangyiwen view, China Telecom CDMA network is an advantage for Kyocera cell phones, but with the gradual deepening of the Chinese market, the company also hoped that cooperation in the next TD-LTE network business and China Mobile, because similar to standard mobile phones, Kyocera in Japan native has been in Japan's third-largest carrier SOFTBANK Softbank to launch. "China Unicom WCDMA network, the technology we in Japan are also used, the company is producing this type of phone, if there is a chance, Kyocera is also very interested in cooperation with China Unicom. "Hefangyiwen added. Focus on market segments take advantage of social networks "to the era of smartphones, Apple's iPhone Samsung, has a great influence in the world,Fast growth. Also includes a very early, very early smartphones HTC, they do have are also very good, but Motorola also has a very good recovery. "Hefangyiwen remarked that" but in our view, today's Smartphone market, although the mainstream big-screen, but the market will soon be saturated, surely, we must consider the individual user's needs in the future to make a differenceThe product, entering the market, and this is a Kyocera has advantages. "When it comes to brand image implantation for China's youth, Fong said He Yiwen, through cooperation with China Telecom on the one hand, take force operators to promote your brand, on the other hand, through the cultural impact of some effects, such as young people more interested in the Japan culture communication comes in, in order toBuilding brands. "Previous times, the same products through television advertising, large advertising publicity, the effect would be better, but for now, especially smart phones to enter the era of market segments in the future, we hope for a different user, using the popular social network to do the promotion. "(Wu Shu) following is the interview record: fangheyiwen: Kyocera in 2000In China came in once, unfortunately along with the other Japanese manufacturers, in 2008 out of China, we have been on China's large market feel very attractive, so once again, this time to. NetEase science and technology: two years ago, Kyocera to exit the Chinese market, but now back, what was made by Kyocera both decide? Fangheyiwen: China Unicom cDMA network, the Kyocera more strength when China Mobile GSM market share in China's largest. Because the environment in which CDMA handset manufacturers is difficult at that time. Overseas manufacturers of CDMA phones in cost and price with the Chinese market more difficult to adjust, Kyocera's sales growth in China, Kyocera selected is temporarily out of theChina market. On one hand, the accumulation of past few years cooperation, Kyocera products than more mature and excellent, has been in Japan marketing exercise. The other hand, our direction of Qualcomm CDMA mobile phone business to absorb, take this as the starting point in the United States for more than 10 years, in the fierce competition, costs are lower. At the same time we see ChinaInto the 3G age, as a Japan manufacturers, China market through this opportunity to make some contribution, so we went back to China, first launched a mobile KSP8000, including will launch a series of mobile phone behind, hope 3G market in China. NetEase technology: since it is a return to the China market, also costs are reduced,Quantify what, how to control the cost and pricing, and how to improve the price/performance of the phone. Fangheyiwen: first of all, in terms of cost reduction, in terms of product components, are used before Japan original. In recent years as China and Korea raise the level of its class, we have started using Chinese, Korea's outstanding manufacturers of parts and products, currently around 1/3-1/2 zeroParts are made in China. Has reduced parts cost on the same quality level and the domestic manufacturer doesn't make any difference. Meanwhile, we set up a branch in Shenzhen, responsible for procurement. In addition cost a major source of mobile phone chips
tera gold, through exchange cooperation with Qualcomm, hence, chip we have a lot of cost advantages. For quality or price/performance andImproving the functionality of. Talk about smartphones, is none other than the three major systems, Kyocera Android system is used, because everyone is using the same system, so that phone differentiation more difficult. Based on this consideration, we first launched in the Chinese market are two 3.5-inch screen can be combined together, a special phone. The phone does notOnly two screens, you can run different programs in two screen program, true multi-tasking mode. We in Japan launched in the market to a female-oriented "HONEYBEE" female phone, physical appearance, renovation of the Interior is very, very much, very beautiful, after differences in transformation. NetEase science and technology: this phone will do in China? FangheyiText: this phone we are thinking whether in China. NetEase technology: Kyocera first entered the China market, the first phone is important, the company launched KSP8000, which is based on what to consider? Now industry on some of it, because maybe it's priced quite high. After the KSP8000 whether there will be other models this year, might have theParagraphs, respectively, for which groups? Fangheyiwen: now on the Chinese market from over more than 1000 to 2000 or so mobile phones are many, and Kyocera took out the first phone in the Chinese market and everyone else, may effect isn't very good. We wanted to make a difference, have feature phones, at least can attract everyone's attention, and make our modeling of brand, brand communicationsWill have a very big help, Kyocera launches first is KSP8000. Plan in China this year, in addition to the KSP8000, during the year we also prepared to launch two or three phones. NetEase science and technology: this is two to three for which groups? Fangheyiwen: one of them, like this one (Note: HONEYBEE), for young womenMobile we consider should be good. There is also a screen larger, Kyocera will feature, this feature is temporarily introduced, for the mainstream market, big-screen ultra thin cell phone we are considering. NetEase technology: Kyocera KSP8000 estimated sales of what? Have some medium-and short-term objectives, for example two years what the market share in China�� Fangheyiwen: KSP8000 this phone, is a small Geek, so from the start, we would have no sales are doing great Predictor on KSP8000. Specific sales, because this phone is through our partners-in-mail group in China, as well as cooperation with China Telecom in a centralized procurement of mobile phone,Our estimated sales to answered individually, may not be appropriate. Short-term objectives in this regard, this is a very very good, but as the answer, it is pretty difficult to answer. First of all, our partner, China Telecom expects us to do overseas one of the top four. NetEase technology: when it comes to expectations of China Telecom, it could talk about for Kyocera in domesticChannels, such as operators and social channels how do distribution, will to cooperate with China telecom carriers other than? Fangheyiwen: Kyocera currently entering China shortly, the current channel is mainly relying on centralized procurement of Telecom they. Because we in Japan United States the advantage of CDMA mobile phone. Specifically talked about cooperation with other operators,Mobile 3G system is TD-SCDMA, we do not have this phone, but we want to China Mobile's TD-LTE technology is ripe, in cooperation with mobile. Because we in Japan will launch TD-LTE Mobile phone this year, with Japan SOFTBANK Softbank carrier companies. Main 3G technologies China Unicom is WCDMA, the technology we in Japan, we are also very interested in cooperation with China Unicom. Sales channels, channel four telecom operators alone is not realistic, we of course have to do social channels, Kyocera from now on, in the Chinese market to increase branding, social channels to do it as soon as possible. NetEase technology: is there about it? HagaYoshibumi: currently in the Chinese market, carrier channels in about 20%, social channels around 80%, Kyocera, of course, want to follow this development. For the current short term to achieve the scale, we are still in the study. Add that the present trends, growing change in carrier channels, so we have to study the market to decide. NETTechnology: mobile phones as sales rise, follow is the after sales issues, Kyocera how to establish after sale system? This is a problem for many new vendors will. Fangheyiwen: now with mail group in cooperation, they have a strong social network. We believe that after-sales service is the most important factor for consumers, including the hotline call center, including veryRespond quickly to the needs of users of institution-building, in this regard, we must act quickly to build it up. NetEase technology: Kyocera returned to China but China now competition has been fierce, including Apple, Samsung, HTC and many other competitors, Kyocera how to in this special? Fangheyiwen: another good question, to the era of smartphones, Apple's iPhone still hasSamsung, has a great influence in the world, also includes a very early smartphones HTC, and Motorola. However, in our view, now the Smartphone market, although mainstream big-screen, but it quickly becomes saturated, markets in the future must be based on individual users different needs to make differentiated products into market segments. To ourStrategies to make products according to the needs of different customer segments, this is our advantage, we should reinforce its efforts in this regard
tera power leveling, access to our advantage. NetEase technology: talk about a local mobile phone brand, such as Huawei, ZTE has recently been published on the MWC several mobile phone price is very high, as our neighbors, how to understand the development of China's mobile phone brand,Japan brands poses some threat? Fangheyiwen: United States carriers product selection of finalists, Kyocera each opponent, high-end Samsung, LG, low-end is Huawei, ZTE, and competing with them all the time. Especially to the present age of smart phones, we feel the local Mobile brand in China is growing very fast, feel threatened, but it is alsoIs unavoidable. NetEase technology: we see the Kyocera, Fujitsu, and Toshiba in Japan domestic sales have been very good, there are three to four top five basic Japan brand, but in the context of the world, are generally around 10, how to treat such a phenomenon? How to upgrade their competitiveness? Fangheyiwen: in this regard, I introduce, January 2011In December, Japan and the United States data, overall speaking, Kyocera's market share ranking in Japan is the fourth. Japan also has a PHS market, Kyocera share 78.3%. United States market, Kyocera in the United States third in the Sprint overall ranking was sixth. To my personal identity on the view, not on behalf of the company. Japan enacted by the Government or operator communicationStandard, the world is not the same as overseas brands, on Japan's unique specifications standards not too familiar with, so in Japan often brand dominant. Japan specifications unique to the benefits, disadvantages, benefits are unique specifications, Japan communications technology in some slightly more advanced than the other. The downside, because it has unique rules, technology, products,Expensive
tera gold, but this abroad would be out, being not acclimatized. Kyocera is a bit different with other Japanese manufacturers in this regard, we in the United States for a long time, and has more international experience. NetEase technology: Kyocera Android phones now, whether consideration will be given to some other system? Fangheyiwen: we have been in contact with Microsoft, especially now the current Windows8�� Relatively speaking, Windows8 with PC users of a certain degree of convergence, but it is widely accepted by users, I also had reservations, but welcomed by the users of the system, we will certainly consider doing. NetEase science and technology: the last question asked, Kyocera is a relatively new brand for young Chinese, which Kyocera intends to takeSome measures to create? Fangheyiwen: well, as you say, relatively older than large customers of Kyocera brand impression, but young people do most of them do not understand. We have just entered China on the one hand, hopes to use operator assisted promotions with this brand. The other hand, we create differentiated mobile phones, for example, that this is intended for younger womenMobile phones, while young women to Japan interested in culture, we find the access point, the Japan culture in China, also including our image representative, through cultural collision, spread came in young people more interested in things, to promote the brand. Previous times, the same products, publicity through television and large advertising effect, butThis era is now, especially smart phones to enter the era of market segments in the future, social networks getting very, very important. Kyocera also hope that through this new media, the brand went out.
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