Segmenting Wholesale Customers
批发客户批发客户的的市场细分
Moving beyond legacy gmentation can drive competitive advantage and win new business
超越传统的市场细分能够催生竞争优势超越传统的市场细分能够催生竞争优势，，赢得新业务
Reference Code: TE012-000391
Publication Date: 25 Mar 2011 Author: Paris Burstyn
Ovum is not liable for any perceived changes of meaning that may occur through translation, and that for the avoidance of doubt, the original English version should be referred to for any discrepancies
Ovum 不为任何翻译后可能造成的歧异负责，为避免疑义，任何意义分歧皆以英文原版为主。
SUMMARY 摘要
In a nutshell 核心概念
Wholesale customers differ significantly in the rvices they buy, the criteria they u to lect their suppliers, and how they do business with wholesale rvice providers. Wholesalers must put market gmentation models in place that match their capabilities and sales priorities to intermediaries'
evolving requirements. In addition to the traditional carriers and rellers, intermediaries today include non-telco enterpris that incorporate telecoms rvices into the products and rvices they ll to their customers.
斡旋各个批发客户购买的服务，所采用的批发服务供应商选择标准，以及与之开展业务往来的方式都截然不同。批发商必须采用使自身能力和销售优先级与中间商不断变化的需求相匹配的市场细分模型。除了传统的运营商和分销商，当今中间商包括将电信服务纳入其销售产品和服务的非电信企业。
Ovum view Ovum 观点
英国达人秀冠军
Just as carriers gment their retail customers (e.g. residential, SMB, enterpri), wholesale operators must establish gmentations that clearly define their target customer ba. As with any sales
美眉茶餐厅gmentation, analyzing the characteristics of different intermediaries enables wholesale rvice
providers to map their existing and planned capabilities to their customers' specific requirements.
正如运营商对零售客户（如家庭，中小企业，大型企业）进行市场细分一样，批发运营商也必须建立能
在线英语阅读够明确界定目标客户群的市场细分。就任何销售细分而言，对不同中间商的特点进行分析能够帮助批发
服务供应商现有/规划的能力反映其客户的具体要求。
Effective gmentation of wholesale customers will assist wholesale carriers to asss their market opportunities and define their go-to-market messages and products. We describe one form of wholesale customer gmentation in this report, although some wholesalers u others. Using customer gmentation to refine their potential customer targets, wholesalers can focus on intermediaries who requirements most cloly match their own capabilities and reprent the greatest revenue and profit potential.
对批发客户进行有效细分将有助于批发运营商评估其市场机会，并确定其营销信息和产品。本部报告介
american beauty绍了细分批发客户市场的一种形式（尽管某些批发商采用其他市场细分形式）。通过细分客户市场来改
善其潜在客户目标，批发商能够锁定那些需求最接近自身能力并能够带来最大收入和利润潜力的中间商。
Ovum’s gmentation us a range of customer attributes to distinguish gments. It does not u geography or customer value. Geographic gmentation generally depends on the areas rved by a particular wholesaler. Segmentation by customer value is intimately linked to the number and values of contracts held by a wholesaler. Since both of the approaches are provider-centric (rather than customer-focud), we exclude the two factors from our attribute-bad gmentation model.
Ovum采用一系列的客户属性来进行市场划分，而不是根据地域或客户价值。按地理区域划分通常取决于一个特定批发商提供服务的领域。按客户价值划分与一个批发商持有的合同数量和价值密切相关。由于
这两种方法都以批发商为中心（而非以客户为中心），Ovum在基于客户属性的市场细分模型中排除了这两个因素。
We group wholesale intermediaries into four main gments:
Ovum将批发中间商划分为四个主要部分：
•infrastructure owners (fixed and mobile operators, and cable television multi-rvice operators) 基础设施所有者（固定和移动运营商，以及有线电视多业务运营商）
•network and systems integrators (SIs)
网络和系统集成商（SI）
•Internet rvice providers (ISPs)
互联网服务提供商（ISP）
fion怎么读•non-telco intermediaries (e.g. web 2.0 companies, application and content providers).
非电信业中间商（如Web 2.0公司，应用和内容提供商）。
The gments reprent an evolution from tho we have ud in the past (e "New Intermediaries Re-define Wholesale Telecoms" and "Customer Segmentation in the Wholesale Market"). Our four gments include emerging intermediaries that are becoming increasingly important channels to market.
这些市场细分由我们过去所采用的方式发展而来（见Ovum 报告“新兴新兴中间商中间商中间商重新界定批发电信重新界定批发电信重新界定批发电信””和“批发市场批发市场的客户细分的客户细分的客户细分””）。Ovum 划分的四个领域包括正日益成为越发重要市场渠道的新兴中间商。 All the gments have permeable boundaries and will undoubtedly change over time. However, they reprent a foundation for Ovum’s wholesale analysis and a working definition for our clients. While we find that most wholesale telecoms carriers share core gments, many classify their customers
according to characteristics that do not correspond to buying patterns or market positions. Not all
wholesale carriers target every gment or define them in exactly the same way, and nor should they. 所有这些细分市场的界限都相对模糊，且无疑将随着时间而改变。然而，它们是Ovum 为客户提供电信批发市场分析和工作定义的基础。虽然Ovum 发现大多数批发电信运营商对核心客户市场划分达成一致，但许多批发商却按照不符合购买模式或市场地位的特征对客户进行分类。并非所有批发运营商都将每个细分市场设为目标市场或采用完全相同的定义；它们也不应该这样做。
Key messages 关键信息
• Customer gmentation is as important in the wholesale market as it is in retail. Clear customer
gmentation enables wholesale carriers to understand and meet each type of wholesale
customer’s specific requirements.
批发市场的客户细分与零售市场细分同样重要。清晰的客户市场细分能够使批发运营商了解并满
足每一类批发客户的具体要求。
• Politics and legacy organizations can influence the way carriers characterize customers. In
many cas, if an enterpri has been rved by enterpri sales, it will continue to get support
through that organization even if its network requirements and buying behavior have evolved to
remble a carrier.
内部政治结构和传统定义将影响运营商描绘客户特征的方式。许多情况下，如果一个企业一直靠
企业客户销售收入支撑，那么它将继续通过这个组织结构来获得支持，即便其网络需求和购买行
为已经发展得像运营商一样。
• Most wholesalers rve the core infrastructure-bad customer groups of fixed and mobile
carriers, ISPs, and MSOs. However, network and systems integrators, and non-telco
intermediaries are customer gments that are sometimes considered wholesale and
sometimes not depending on the carriers' current organization and strategy.
大多数批发商服务于固定和移动运营商（核心基于基础设施的客户群体），互联网服务供应商和
多业务运营商。然而，网络和系统集成商以及非电信业中间商客户群有时被视为不依赖于运营商
组织和战略的批发客户。
• We expect to e wholesale customer gmentations continue to evolve – both formally and
informally.
我们希望看到批发客户的市场细分继续演进 - 无论是正式的还是非正式的。
Recommendations for players 对玩家的建议
Artificial divisions must not interfere with customer rvice. Successful carriers should classify
intermediaries as enterpri or wholesale bad on what the customer needs, not the wholesale
asfproviders' internal structure or politics. Legacy definitions could prevent wholesalers meeting customer needs and result in lost market opportunities.
人为的客户市场划分不能妨碍客户服务。成功的运营商应该将中间商归类为企业或根据客户需求进行批
发，而不是根据批发供应商的内部政治或结构。传统定义有可能阻碍批发商满足客户需求，并最终导致
失去市场机会。
Successful players must watch for changes in customer requirements and buying behaviors then adjust marketing, sales, and support accordingly.
成功的玩家必须注意客户需求和购买行为的变化，然后相应调整其营销，销售和支持。
New intermediaries reprent growing opportunities to capture revenues derived from customers that
were once beyond the reach of the wholesale carriers’ network, sales, and marketing structure and that would be less effectively supported by enterpri sales.
新兴中间商能够越来越多地捕捉来自客户的收入-这曾经在批发运营商的网络、销售和营销结构能力范围
之外，且不再那么依靠企业销售的支持。
EVOLVING WHOLESALE TELECOMS SEGMENTS 不断发展的批发电信市场细分
Fundamental wholesale definition 基本批发定义
Since Ovum began analyzing wholesale telecoms, we have defined it as ‘the provision of
communications infrastructure, facilities, and rvices to intermediaries.” The intermediaries ll their rvices to other parties, which may, in turn, ll to other intermediaries before the sale to the ultimate
retail customer.
自从Ovum开始着手于批发电信分析，就把批发电信定义为“向中间商提供通信基础设施，设备，以及
服务。”这些中间商将他们的服务出售给其他参与者-可能在出售给最终零售客户之前转而又出售给其他
中间商。
Historically, intermediaries were other carriers that ud the advantage of buying in bulk and then
lling in pieces to create a profit margin. They added very little value, if any, to the bandwidth or voice minutes other than charging a cheaper price than their customers could get directly from the
andely chaninfrastructure owner.
从历史上看，中间商是那些运用批量采购优势来分批销售以创造利润的运营商。除了对客户收费较为便
宜（与客户直接向基础设施所有者购买的价格相比），他们为带宽或语音通话时长带来微博的低附加值
（如果有的话）。
Most carriers that we talk to during our rearch agree with our long-time definition of wholesale
intermediaries: wholesale customers repackage communications rvices for end urs. As one carrier
puts it, “We ll to someone who lls to someone el.”中英电影节
Ovum在研究中所访谈的大多数运营商都同意Ovum对批发中间商的长期定义：批发客户为最终用户重
新包装通信服务。正如一家运营商所说的那样，“我们的客户将所购买到的服务转售给别人。”
Today's intermediaries play increasingly important roles in the wholesale value chain. The value chain
may include more than one intermediary between the wholesale infrastructure owner and the ultimate
retail customer.
如今，中间商在批发价值链中发挥着越来越重要的作用。在批发价值链中，批发基础设施所有者和最终
零售客户之间可能存在多个中间商。anticipate
Updating the definition 更新的定义
Since 2000, the range of rvices sold wholesale has broadened significantly. Now almost any
telecoms rvice sold through retail channels can also be sold via wholesale channel somewhere (e
our report "Wholesale Service Structure" for further discussion of this development).
自2000年以来，批发销售服务的范围得到显著扩大。如今几乎所有通过零售渠道销售的电信服务也可以
批发业务结构””）。
通过批发渠道销售（欲了解这方面的更多信息，请参见Ovum的报告“批发业务结构Intermediaries as sources of revenue and information 中间商是收入和信息的来源Intermediaries not only rve as channels to customers that a carrier's retail operations can't reach, but
they also provide feedback to the wholesaler about what the wide range of its customers’ needs in
terms of telecoms rvices. As the various intermediaries deal with a broad spectrum of customers,
their insights into what wholesalers must provide will almost certainly extend beyond the range of most
carriers' retail operations. This market intelligence can be ud to support the wholesale carrier's
network design and deployment.
中间商不仅能够作为运营商通往其零售业务无法覆盖到的客户群体的渠道，同时还能为批发商提供反馈，知会他们客户在电信服务方面的广泛需求。鉴于各个中间商需要应对广泛的客户群体，因此针对批发商
需要提供什么样的服务，他们的见解几乎肯定会超出大多数运营商的零售业务范围。这个市场情报可以
用来支持批发运营商的网络设计和部署。
