Telecommunications "Stock Shentong" Business Plan
Chapter 1 Overview of the "Stock Shentong" Project
In July 2001, Xintai Technology launched Xintai "Gushentong" securities trading commission system. The project caused a great stir in the securities industry as soon as it was launched. It has been installed and used in securities companies in Jiangmen Securities, Huaxin Securities, Galaxy Securities, Wuxi Securities, China Merchants Securities, Industrial Securities, Great Wall Securities and other places, and has been well received by the majority of securities companies and users. In October 2001, the project passed the appraisal of the Guangzhou Science and Technology Bureau and won the third prize of the 2001 Guangzhou Science and Technology Progress Award. The recently launched Financial Connect business is an application of fixed-line SMS in banking services. It is based on the fixed-line SMS platform to carry out value-added services such as private, corporate, foreign exchange trading, and funds. Through its visibility and convenience, it brings a new business model and a new service concept to banks.
Since China Telecom’s “JiaJia e” business debuted nationwide in November 2001, the fixed-line SMS “JiaJia e” has been widely favored by the industry. As the media is optimistic about, as a powerful tool for China Telecom to impact the SMS market and a new profit growth point for China Telecom in the future, the "JiaJia e" business has gradually been promoted and applied in the telecommunications systems of various provinces across the country. For "Jiajia e", in addition to network operators, users, and information equipment manufacturers, content application services are a crucial part of its industrial chain. In the SMS value-added service profit model, all parties are very important links in the value chain. Network operators provide access platforms and information channels; content service providers obtain revenue and make profits by providing valuable content; and only when users obtain truly valuable information can the "Jiajia e" information service business develop successfully. Base.
In May 2003, Taixin Company officially cooperated with China Telecom to promote and apply the "Gushentong" securities trading system in Guangdong Province, Jiangsu Province and other provinces and cities by cooperating with securities companies to give away machines to users. , Facts have proved that "Gu Shentong" has greatly improved the customer service level, service efficiency and service quality of securities entrusted transactions, improved corporate image, improved work efficiency, and satisfied customers in many aspects. It will definitely have a positive impact on the development of China's securities industry and the progress of social life; by cooperating with financial institutions to provide users with new banking services that are visible, convenient and fast.
The impact of Gushentong products on the market is not limited to the business impact on the securities and financial markets. It also restructures the new generation of telecom operations and repositions and divides the various roles in the value-added business value chain. will play a very important role.
Chapter 2 Market Analysis
2.1. Analysis of the Current Market Situation of Telecom Jiajia
2.1.1. The current market weakness of fixed-line SMS:
l Fixed-line SMS cannot currently compete with mobile SMS. Landline phones are not personal terminals, so a private text message may be seen by others, making it difficult to guarantee privacy, and landline phones cannot be carried around.
l The current “Jiajia e” platform does not provide more valuable value-added information. Since as a text message tool, there must be valuable information sources to reflect the existence value of "Jiajia e".
2.1.2 Gushentong’s service improvement for fixed-line SMS:
l In addition to the SMS function, the Gushentong phone also has the function of displaying pictures and texts, which is better than the functions of current mobile phones. It is wider, has lower cost of use, and is easier to operate than computers or even mobile phones. It is very suitable for low-end investors (those who are inconvenient to use computers) who account for more than 80% of the stockholders.
l The monthly subscription price of the stock magic power is economical and low, the operation chart is convenient and fast, and the brokerage information prompts can be browsed in a timely manner, allowing investors to enjoy the feeling of a big house at home or in the office. It is the best stock trading tool:
l p>
l As a new generation of information phones, the fixed-line SMS service of Lgu Shentong Phone will continue to be enriched, and it will soon become a fashionable phone that everyone is pursuing.
Taixin Company’s promotional policy of giving free machines to users (users need to lock in the Qu Shentong service for 2 years), and active after-sales service means will enable the users of Qu Shentong to develop rapidly. We estimate that a provincial-level region can currently add more than 100,000 Shentong users each year.
2.2. Analysis of the current situation of the domestic securities market
After more than ten years of development, China’s securities market has gradually become mature, and the business model of securities companies has also undergone tremendous changes. It is common for securities companies to The market expansion management methods are as follows:
1. Expand the market by building traditional sales departments. At present, it is no longer a wise move to expand the market solely by building a sales department. Since the initial capital investment in building a traditional sales department is too large, investment risks are increased. Secondly, the physical locations of the sales departments are scattered, which makes it difficult for the headquarters to manage uniformly, causing management inconvenience. In particular, most brokerage business departments are currently too concentrated in certain cities, and competition is extremely fierce, resulting in very limited profit margins for the sales departments.
2. Bank-Security Connect.
The launch of Bank-Securities Connect will help securities companies to expand the market in the short term, but for investors, they are more like customers of banks, and securities companies cannot cultivate investors into loyal customers. In addition, even if the securities companies open the Bank-Securities Connect business, it does not play a big promotional role for the securities companies. The access numbers for the Bank-Securities Connect are not unified, and the securities companies do not have a unified image to the outside world.
After being baptized in the securities market in the past few years, securities companies have gradually realized that the traditional rough business expansion business model is no longer suitable for the development trend of securities under the new form, and the expansion management ideas of intensive operation and low cost are Already accepted by most brokerages. This change in the business philosophy of securities companies provides business expansion opportunities for telecoms to enter the securities leasing market. Through cooperation between telecoms and securities companies, their advantages can be complemented to create a win-win situation for the two major industries of telecommunications and securities.
2.3. Financial Connect improves banking services
Financial Connect is actually an application of fixed-line SMS in banking services. In banks, we can carry out value-added services such as private, corporate, foreign exchange trading, and funds based on the fixed-line SMS platform. We can bring a new service method to banks through its visibility, convenience and speed. In today's increasingly fierce competition, whoever's services can make customers feel more satisfied will control the future of the banking industry. This is the Bankbao system: a brand new business model, a brand new service concept
Chapter 3 System System
Securities opened Shentong Securities entrusted trading through the Telecom 118 comprehensive information platform The service is a classic model in which securities companies and telecoms join forces. It makes full use of the resource advantages of all parties to create the best combination:
Telecom: rich trunk line resources, carrier-class platform, coverage Province-wide network resources, etc.
Securities: The business rights of securities trading agents, a large number of securities customers (shareholders)
Finance: The business rights of bank service agents, a large number of financial customers (depositors)
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This system integrates the superior resources of the above two parties well to form a complete value chain, thereby creating ideal value for both parties.
3.1 System structure
l
3.2 Physical topology
Financial Connect” physical topology structure diagram
3.3 Province-wide networking system structure
The following is the province-wide networking plan. Each city builds an FSK server to communicate with the provincial central CTSI server, and completes data exchange with the ICP-side business server through a business gateway connection.
p>Chapter 4 Product Functions
4.1 "Stock Shentong II" Terminal Functions
System menu:
Number Book Telephone Number Book 1. Search by name
2. Search by location
3. Add
Main menu 1. Stock Magic 1. Query
2. Entrustment
3. Funding services
4. Information services
5. Exit
2. SMS communication 1. Jiajia e< /p>
2. View short messages
3. Edit short messages
4. View phone list
5. View subscription messages
6View common phrases,
7.email
8.Help
3.Call records 1.Missed calls
< p>2. Received calls3. Dialed calls
4. Clear call history
4. Personal assistant 1. Phone book
2. Notepad
3. Calendar
4. Games
5. Alarm clock
6. Help
5. New telephone services 1. Call transfer
2. Call waiting
3. Hotline service
4. Call restriction
5. Restore factory restrictions
6. Phone settings 1. Center settings
2. Account settings
3. Password settings
< p>4. IP number setting5. Ringtone setting
6. Clock setting
7. Date setting
8. Gray Degree settings
9. Interface settings
10. Receipt settings
11. Automatic reception
12. Reception strategy
13. Communication settings
14. Local name settings
15. Display terminal ID
16. Restore factory settings
17. Help
4.2 "Financial Tong" User Terminal
Personal information terminal is a visual personal financial management terminal through which bank customers can complete various inquiries and non-cash transfer transactions ( Account inquiries, transfers, foreign exchange transactions, bank-securities links, lottery transactions, bill payment services, etc.) A product between online banking and telephone banking. Target group: Bank customers who frequently conduct financial transactions, provide a simple and powerful new transaction medium for customers who do not know how to use online banking, and provide a new simple and fast transaction method for those who can use online banking.
Enterprise Information Terminal Visual enterprise information terminal can be used for corporate banking (account enquiries, transfers, bank-enterprise reconciliation), bill electronic encryptors, etc. Provide enterprises (especially small and medium-sized enterprises) with an integrated banking business information exchange interface. On this basis, special encryption business functions such as bill electronic encryptors can be provided.
Self-service terminals are bank self-service terminals that provide various self-service services other than non-cash services (various bill payments, recharges, lottery sales, ticket bookings...). The function is suitable for bank terminal products with strong scalability and relatively low price, which is used to reduce the pressure on bank counters and expand the coverage of bank branches.
Chapter 5 Investment and Income Analysis of All Parties
5.1 Telecom Integrated Information Platform 118 Operating Stock Shentong Business Investment and Income Analysis
5.1.1 Integrated Information Platform Operational stock Shentong business investment analysis
Hardware part:
Total name, model and quantity
Business gateway server Ordinary PC Server 1 20000
Network Accessories 1 2000
Total 22,000 yuan
Software part:
Total name, model, quantity
Business gateway software Xintai 1 200000
p>Installation and commissioning fee 1 20,000
Total 220,000 yuan
The total estimated one-time investment for the telecom 118 platform's Shentong business project is: 2.42 million yuan
Note: This quotation does not include the development and debugging fees for the broker's transaction gateway software. This part of the fee is paid by the broker to Taixin Company.
5.1.2 Sources of income from the Shentong business of operating the Telecom 118 comprehensive information platform
According to the telecommunications platforms currently opened in various places, the charging method for opening the Shentong business is as follows:
< p>Monthly user fee = monthly communication fee for stock Shentong + business information fee for securities stock Shentong + value-added business information fee for stock Shentong and China Telecom5.1.2.1. Monthly communication fee for stock Shentong users
Current reference values: Wuhan Telecom 15 yuan/month, Liaoning Telecom 12 yuan/month, Fujian Telecom 15 yuan/month, Guangdong Telecom 30 yuan/month, other regions can be flexibly set according to the acceptance level of users in the region .
5.1.2.2. Fees for users of Qushentong to activate securities business information
Currently, most of them adopt the monthly subscription method: 8 yuan/month
5.1.2.3. Based on Qushentong Terminal telecommunications value-added services
Visual entertainment programs: such as: winning the game, Monopoly, prize-winning quizzes, etc.
Mobile phone picture sending
Chat content
p>Lottery business
Special information services
5.1.2.4. Securities companies pay telecommunications SMS sending fees for sending large amounts of securities information
Such as: transaction returns, daily comments, major information, winning notices, etc.
5.1.3 Analysis model and income
l 5 securities firms ***50 sales departments
l Number of shareholders who open accounts: 30,000 people per business department
l Users of 10% of Shentong shares in each business department = 3,000 people, total number of Shentong users is 150,000
l The average number of messages per person per day at a securities firm is 3 messages
l Transaction returns, winning notices, important information, transaction reminders, etc.
l Assuming that the short message fee is 4 cents/message (Securities VIP )
Monthly income from the telecom 118 comprehensive information platform’s Shentong business:
1. Monthly rental fee: 150,000 * 15 yuan/month = 2.25 million/month
< p>2. Short message charges: 150,000*22 days*3 messages/day*0.04 yuan/message=396,000/month3. Telecom value-added services: 150,000*5 yuan=750,000/ Monthly
Estimated monthly income from Shentong Telecom: 2.25 million + 396,000 + 750,000 = 3.395 million
5.2 Investment and income analysis of securities firm Shentong’s business
Investment part:
1. The investment fee for the software platform by securities firms is 138,000 yuan (during the promotion period of Guishantong, securities firms that do not conduct centralized trading can be exempted), and the maintenance fee is 20,000 yuan per year. The installation and debugging of the brokerage Shentong software platform takes about 2 weeks, and its contents include:
l Transaction gateway (interface with the counter)
l Communication software with the telecommunications fixed-line SMS platform.< /p>
l Including software platforms for active services such as outbound calls.
2. The configuration of hardware invested by securities companies: from a load perspective, a PC is enough, but from a security and management perspective From this perspective, we recommend using two PCs, one for transaction gateway and communication gateway, and the other for information service support. Of course, if possible, it would be better to use PC SERVER instead of PC.
3. The connection between the brokerage platform and the telecom fixed-line SMS platform: one 64K DDN dedicated line. The monthly line fee is about 1,500 yuan.
The cycle from DDN application to installation is about one month.
Income part:
In addition to the reduction of retail lobby, trunk line investment, etc. mentioned in the first point above, the brokerage’s income will also increase if the brokerage and Taixin *** jointly invest in the stock phone If you purchase, you can get a share of the user service monthly fee.
5.3 Investment and income analysis of Financial Institutions' Financial Connect business
Investment part:
1. Bank investment software platform fees: waived during the Shentong stock promotion period . Maintenance cost is 20,000 yuan/year. The installation and debugging of the banking stock Shentong software platform takes about 2 weeks, and its contents include:
l Transaction gateway (interface with the bank)
l Communication software with the telecommunications fixed-line SMS platform.< /p>
l Including software platforms for active services such as outbound calls.
2. The configuration of hardware invested by securities companies: from a load perspective, a PC is enough, but from a security and management perspective From this perspective, we recommend using two PCs, one for transaction gateway and communication gateway, and the other for information service support. Of course, if possible, it would be better to use PC SERVER instead of PC.
3. The connection between the bank platform and the telecom fixed-line SMS platform: one 64K DDN dedicated line. The monthly line fee is about 1,500 yuan. The cycle from DDN application to installation is about one month.
Income part:
The bank's income mainly comes from service fees (monthly rent, transaction information fees, information service fees based on items) revenue sharing and remote service visualization Increase in user growth and sincerity.
5.4 Business investment and income analysis of All-In-One and other value-added services
This service is mainly provided by Taixin in cooperation with ICP, and is provided to all "Home plus e" users of Telecom. Taixin has built service platforms for telecommunications in various places, and the profits are shared with partners.
Chapter 6: Several models of cooperation to develop the market
6.1. Development methods of end users of Shentong business of Telecom 118 platform stocks:
Telecom-based promotion Method
This model is suitable for telecom companies in order to quickly develop more customer groups, quickly promote telecom value-added services and increase communications when the Shentong business has been launched and has produced certain effects among user groups. income.
This business model can be simply understood as "use first, pay later". Users purchase Shentong terminals at a low price and pay terminal fees in monthly installments. Telecom will recover all terminal fees within a certain period of time.
The advantage of this model is that it can quickly promote Shentong business and develop a considerable number of users in a short period of time, thereby enabling Telecom to obtain a large amount of revenue from value-added services, securities information revenue, and communication fees.
Securities-based promotion method:
This model is suitable for the promotion method in the early stage of the stock magic business. Since the securities firm retains the transaction history data of all investors who opened accounts, it can make very detailed statistics. Divide customer groups and develop corresponding marketing plans for different customer groups. Listed below:
Shareholders with high contribution (trading volume of more than 500,000 per year): free shares of Shentong Terminal, subsidized monthly service fees;
Active customers (trading volume between 500,000 and above) Between RMB 200,000 and RMB 500,000/year): A free phone will be given, and one year's service fee will be subsidized;
General customers (the transaction volume will be below RMB 200,000/year): A phone will be given as a free phone, and the service fee will not be subsidized. .
For ordinary customers, securities companies often use conditional conditions to send terminals. The so-called conditional is that investors must sign an agreement with the securities company to ensure that the trading volume reaches a certain value for a period of time, and the margin is frozen during this period. The minimum balance is not less than the value of the stock.
Bank-based promotion method
This model is suitable for the promotion method in the early stages of the financial link business. Since the bank retains the transaction history data of all depositors who have opened accounts, it can make very detailed statistical divisions. Customer groups, develop corresponding marketing plans for corporate users and individual user groups. Mainly through user-purchased phones to collect transaction information fees, free phones to collect service fees, etc. to expand users and gain profits. The bank will freeze the deposit of the customer's phone for two years if necessary.
6.2. Cooperation with partners in the development of end-users of Shentong business:
Responsible for regional market expansion, jointly negotiate with Taixin Company for cooperative relationships with telecommunications, securities, and financial institutions; Partners carry out marketing planning and phone distribution; develop local phone terminal sales markets, etc.; and obtain income through user development. For relevant income, please refer to "Chapter 7 Partner Income Analysis".
Chapter 7 Partner Income Analysis
Using prefecture-level cities as calculation examples for reference:
7.1 Investment budget:
Investment project (first year) Amount notes
Exclusive distribution license fee (prefecture-level city) 50,000 yuan
Sales staff salary and office expenses (4 people/year) 50,000 yuan< /p>
The dealer’s total investment in the first year: 100,000 yuan
7.2 Principles of income distribution (note: income is the net income paid by the telecommunications company)
Divided into years Ratio
Distributor Taixin Company
10% 90% in the first year
20% 80% in the second year
3rd year 30% 70%
30% 70% in the fourth year
Note: The dealer’s profit period is four years, and Taixin invests in the Shentong platform and phones.
7.3 Dealer Income Analysis
7.3.1. According to the agreement with the securities company, the securities company will develop a new user, and the securities company will subsidize 20 yuan/new user (monthly settlement):
Assuming that 2,000 new users are developed in the first year, the dealer can obtain 40,000 new users in revenue.
7.3.2. According to the value-added service fee sharing between Taixin Company and local telecommunications companies, the revenue will be distributed in the following proportions:
Suppose the service fee for each user in this city is 30 yuan/ In August, after the settlement between Taixin and the telecommunications company based on the first-year sharing ratio, the value-added service fee can be divided into approximately 22.56 yuan/month, deducting about 6% of the taxes and fees stipulated by the state; if the dealer develops 10,000 users in the first year, then the dealer The service fee income obtained by the business in the first year is: 10,000*(22.56-1.35) yuan/month*10%*12 months=254,500 yuan
Subtotal of project calculation formula
Income from new user development: 20,000*20 yuan/unit 40,000 yuan
Develop 3 district and county dealers 20,000*70%*3 52,000 yuan
Service fee income is divided into 10,000*(23-1.4) yuan/month*10%*254,500 yuan in December
Expenditure invests 100,000 yuan in the first year
Dealers Net income before tax in the first year - expenditure 246,500 yuan
To sum up, the pre-tax income of the dealer in the first year is 246,500 yuan, and the annual net return on investment in the first year is 246.5%; according to the binding user for 2 years The basic marketing strategy is to waive operating deposits in the second year, which will be divided into 20% and 30% in the second and third years. The dealer investment will be significantly reduced in the second, third and fourth years, and the net profit rate will remain above 200%.