CESLINK SA

TELECOMMUNICATION
BUSINESS PLAN
CESLINK SA 公司电信商业计划书

Contents 目录………………………………………………………………………………………………
.0
1.1. OBJECTIVES 目标......................................................................................................4
1.2. MISSION 任务............................................................................................................4
Company Summary 公司摘要.......................................................................................................5
2.1 CESLINK SA ..........................................................................................................................5
Products and Services 产品和服务................................................................................................5
3.1 RODUCT AND SERVICE DESCRIPTION 产品和服务说明..............................................5
3.2 SALES LITERATURE 销售资料............................................................................................6
3.3 TECHNOLOGY 技术..............................................................................................................6
3.4 FUTURE PRODUCTS AND SERVICES 未来产品和服务................................................6
Market Analysis Summary 市场分析总结....................................................................................7
4.1 OVERVIEW 概述..............................................................................................................7
Fig. 1: Timor - Leste Telecommunication’s liberalization process 东帝汶电信自由化进程.........8
Table 1: Telecommunication operation in Timor – Leste 东帝汶电信业务........................8
4.2 KEY ISSUES 关键问题......................................................................................................9
4.3 BUSINESS OPPORTUNITIES 商机..............................................................................10
Fig. 2: Various Value Added Services (VAS) under telecom Sector as business 电信部
门下的各种增值服务（VAS）业务..........................................................................................10
opportunities in Timor – Leste 东帝汶的机会......................................................................10
4.4 TIMOR-LESTE’S TELECOMMUNICATION INSDUSTRY AT GLANCE 东帝汶电信
业务一览.........................................................................................................................................11
Fig. 3: SDP 2011 – 2030 target on telecommunication sector 电信行业目标..................11
Fig. 4: Telecom Sector Strategy & Actions 电信部门战略与行动......................................12
4.5 MARKET SEGMENTATION 市场分析...........................................................................12
4.6 TARGET MARKET SEGMENT STRATEGY 目标分析市场策略...............................13
4.7 SERVICE BUSINESS ANALYSIS 服务业务分析.........................................................13
4.8 PRODUCT / SERVICE MARKET PLACE 产品服务市场.................................................13
Strategy and Implementation Summary 战略与实施总结...........................................................14
5.1 COMPETITIVE ADVANTAGE 竞争优势............................................................................14
Table 2: Comparison of Investment & Reseller Fees 投资和经销商费用比较.................14
5.2 SALES PROGRAM 销售计划..............................................................................................15
Management Summary 管理总结..................................................................................................15
6.1 ORGANIZATIONAL STRUCTURE 组织架构....................................................................15
6.2 MANAGEMENT TEAM 管理团队........................................................................................16
Financial Plan 财务计划..................................................................................................................16
7.1 IMPORTANT ASSUMPTIONS 重要假设...........................................................................17

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Executive Summary 执行摘要
The telecommunication business opportunity in Timor-Leste is open for any new
players, particularly national and local Timorese private sector to participate in the
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industry. It is the one of the most lucrative markets in any country, and businesses
within this market record huge sales all year round regardless of economic
conditions. This is because communication is an everyday necessity – something
people depend heavily on. With new technology and innovations springing up every
day in the communication industry, there are huge profit opportunities for new
players.
东帝汶的电信商业机会对任何新的参与者，特别是东帝汶国家和地方私营部门参
与电信业都是开放的。它是任何国家利润最丰厚的市场之一，无论经济状况如何，该
市场内的企业全年都创下了巨大的销售记录。这是因为交流是日常生活的必需品，是
人们非常依赖的东西。随着通信行业新技术和创新的日益涌现，新的参与者有着巨大
的利润机会。
On that basis, in 2018, CESLINK decided to start up the 4th Telecommunications
Operator in Timor-Leste, made it the first Timorese fully owned investment
在此基础上，2018 年，CESLINK 决定在东帝汶开办第四家电信运营商，使其成
为东帝汶第一家完全拥有的投资。.
We all know, the importance of telecommunication in our society’s life. It also
has a strong effect on our economic activity, healthcare, education. The also
telecommunication plays important role in agriculture, transportation, administration
and business development. With the help of mobile telecommunication, it becomes
easier for employees working from home or from remote locations to communicate
effectively. They can use telecommunication devices to receive and send messages,
access data, participate in conferences, and work on documents. Above all,
telecommunication is most important and essential to secure data or information of a
nation. Nowadays, telecommunication is the lifeblood of our society and nation.
我们都知道，电信在我们社会生活中的重要性。它还对我们的经济活动、医疗保
健和教育产生了重大影响。电信在农业、交通运输、行政管理和商业发展中也发挥着
重要作用。在移动通信的帮助下，在家工作或来自偏远地区的员工更容易进行有效的
沟通。他们可以使用电信设备接收和发送信息、访问数据、参加会议和处理文档。最
重要的是，电信对一个国家的数据或信息的安全至关重要。电信是当今社会和民族的
命脉。
Relaying on those reasons, Timor-Leste as the sovereign country, also need to
guarantee the security of information related to the nation. To secure it, the most
important is that all information should be manage and store only in Timor-Leste.
The key to manage the information is to garner support from the local Timorese that
have interest and knowledge in telecommunication to start investment on this sector.
基于这些原因，东帝汶作为一个主权国家，也需要保证与该国有关的信息的安
全。为了确保信息的安全，最重要的是所有信息只能在东帝汶管理和储存。管理这些
信息的关键是争取对电信有兴趣和知识的当地帝汶人的支持，以便开始对这一部门进
行投资。
Since Independence, the telecommunications business in Timor - Leste is still
dominated by foreign operators such as Timor Telcom, Telemor and Telkomcel.
Nevertheless, after several years of existence with the three large foreign operators,
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they obviously not bring benefit to the population and businesses of Timor - Leste in
terms of low pricing, better services quality, increased coverage and an expanded
range of services. The cost of services for accessing telephone and internet is still
considerably high, compare to other countries regardless of the market size of Timor
– Leste. Moreover, all current operators have low level penetration in terms of GSM
signal and using outdated technology system.
自独立以来，东帝汶的电信业务仍由外国运营商主导，如帝汶电信、越南电信和印
尼电信。然而，在与三家大型外国运营商合作数年之后，它们显然没有在低价格、更
好的服务质量、扩大覆盖面和扩大服务范围方面给东帝汶人民和企业带来好处。无论
东帝汶的市场规模如何，与其他国家相比，接入电话和互联网的服务成本仍然相当
高。此外，目前所有运营商在 GSM 信号方面的渗透率都很低，使用的技术系统也很
落后。
Although the telecommunication business is open widely for any new players,
based on the liberalization of telecommunications sector since 2013, it seems that
this business is continuing to be dominated by foreigners. One the one hand, after
five years of liberalization, there is still none local timorese investor takes the
challenge to start of investment in the field of telecommunication. On the other hand,
due to reason of state security, telecommunication should be own by locals, which in
turn will boost and prevent a tertiary party to penetrate into our national confidential
information.
尽管电信业务对任何新的参与者都是开放的，但基于 2013 年以来电信行业的自
由化，这项业务似乎继续由外国人主导。一方面，经过五年的自由化，仍然没有一个
东帝汶当地投资者接受挑战，开始在电信领域投资。另一方面，由于国家安全的原
因，电信应该由本地人拥有，这反过来又会促进和阻止第三方对我国国家机密信息的
渗透。
This business plan aims to enter the telecom operation in East Timor. It is
entirely owned by the people of Timor and built with foreign investment and
advanced communication equipment. The aim is to promote information security in
the country and to respond to the liberalization of telecommunications. Therefore,
ceslink, our national business entity wholly owned by the nationals of Timor, has
started to invest in the project to start this business; These include the purchase of
communication towers, the establishment of communication systems, investigations,
international and national licenses, etc.
本商业计划书旨在进入东帝汶电信运营。完全由帝汶人拥有 下引进外资及先进通
讯设备来建造。宗旨是促进这个国家的信息安全，并对电信自由化作出反应。因此，
我们完全由帝汶国民拥有的国家企业实体 CESLINK 已开始对该 项目 进行投资 ，来开
办这项业务；包括购买通信塔、建立通信系统、进行调查、获得国际和国家许可证等
等。
CESLINK is a local Company and a market leader in GPS fleet Tracking
Applications in Timor Leste. It is a Timorese investor and sets to guarantee low
pricing, better services quality, increase coverage and an expanded range of
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telecommunication services. We are local investors and will guarantee the
circulation of money only in Timor-Leste and guarantee all information will be
store securely in Timor-Leste.
CESLINK 是一家当地公司，也是东帝汶 GPS 车队跟踪应用的市场领导者。它是
帝汶投资者，将保证低价格、更好的服务质量、扩大覆盖范围和扩大电信服务范围。
我们是当地投资者，将保证资金只在东帝汶流通，并保证所有信息将安全地储存在东
帝汶。
CESLINK is ambitiously young startup Telecommunication Company that wants
to change the ways in which we utilize our phones and other telecommunication
devices. CESLINK will offer many other services besides the default services such
as SMS, Calls and Internet (LTE). By providing a more convenient means of
purchasing our services it is expected that we will gain customers while conducting a
country wide marketing campaign for new customers as well.
CESLINK 是一家雄心勃勃的新兴电信公司，希望改变我们使用手机和其他电信设
备的方式。除了短信、通话和互联网（LTE）等默认服务外，CESLINK 还将提供许多
其他服务。通过提供更方便的方式购买我们的服务，我们希望在为新客户开展全国范
围的营销活动的同时获得客户。
Based on our survey in Capital Dili and some municipalities, we come to know
that the consumer want, several options in telecommunication. From the simple
business retailers to most consumers, all just want to get phone calls no matter
where: to communicate and get connected to each other. They demand mobile,
reliable, cheaper, and confidential communications. The presence of CESLINK will
respond to all these demanding.
根据我们在首都帝力和一些市镇的调查，我们了解到消费者想要电信方面的几种
选择。从简单的商业零售商到大多数消费者，他们都只想在任何地方都能接到电话：
互相沟通和联系。他们需要移动的、可靠的、便宜的、保密的通信。 CESLINK 的出现
将回应所有这些要求。
The investment of CESLINK, is expected to complete in 1.8 years and will cost
up to UDS 14 million in infrastructure development. It is divided into different phases;
the first phase will be for two years starting from 2020 to 2021. The second phase
will be in the year 2022 and the third phase will be in the year 2023. All infrastructure
will be built and covering all municipalities around the third phase. The infrastructure
construction starts from Dili and is now on going. It will gradually expand to other
municipalities nearby Dili and continue to other municipalities. After the third phase,
CESLINK will then move to build infrastructure to remote areas.
CESLINK 的投资预计将在 1.8 年内完成，基础设施建设费用将高达 1400 万美
元。它分为不同的阶段；第一阶段为期两年，从 2020 年到 2021 年。第二阶段将在
2022 年，第三阶段将在 2023 年。所有基础设施将建成，覆盖第三阶段周围的所有城
市。基础设施建设从帝力开始，目前正在进行。它将逐步扩大到帝力附近的其他市
镇，并继续扩大到其他市镇。在第三阶段之后，CESLINK 将着手建设偏远地区的基础
设施。
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 It is planned that; the return of investment can start to take place from 2022
since by then CESLINK will attract up to 42,000 active customers. The active
customers mean every customer will spend an average of $ 8.00 per month and by
2022 the customers are expected to increase by 60,000+ and 2023 will reach
120,000+
.计划：；投资回报可从 2022 年开始，届时 CESLINK 将吸引多达 42000 名活跃
客户。活跃客户意味着每个客户每月平均花费 8.00 美元，到 2022 年，客户数量预计
将增加 6 万以上，2023 年将达到 12 万以上。

1.1. OBJECTIVES 目标
CESLINK primary objectives are:
 To become the first local telecommunication operator to provide the lowest
cost and drive an aggressive pricing model through the telecommunication
industry.
 To become the market leader in personal communication, the best information
data security and the best and most responsive customer service.
 To guarantee the permanent work camp for local Timorese.
CESLINK 的主要目标是：
·成为第一家提供最低成本的本地电信运营商，并通过电信行业推动积极的定价模式。
·成为个人通信、最佳信息数据安全和最佳响应客户服务的市场领导者。
·保障当地帝汶人的永久性工作营地。

1.2. MISSION 任务
CESLINK management will build on CESLINK’s brand and technical reputation
to become the market leader in personal and business communications, and unified
messaging system, providing the latest technology to customers, and maintain the
reputation with the lowest price, maintain internet in high-speed connection and
become the first local telecommunication that cover to most remote area in Timor-
Leste.
CESLINK management 将以 CESLINK 的品牌和技术声誉为基础，成为个人和商
务通信、统一消息系统的市场领导者，为客户提供最新的技术，以最低的价格维护声
誉，保持互联网高速连接，成为第一个覆盖东帝汶最偏远地区的本地电信。
Keys to Success 成功的关键

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There are four keys to succeed the objectives for CESLINK
成功实现 CESLINK 的目标有四个关键

1. Marketing must generate sufficient sales volume to drive an aggressive pricing

model while still achieving planned profitability projections. .

市场营销必须产生足够的销售量，以推动积极的定价模式，同时仍能实现预期的
盈利能力。

2. Providing lowest price, high-speed internet connection and cover all territories
including extremely remote areas.

提供最低价格、高速互联网连接，覆盖包括极偏远地区在内的所有地区。

3. Strategic partners must use private CESLINK label and promote it through their
distribution channels.

战略合作伙伴必须使用私有 CESLINK 标签，并通过其分销渠道进行推广。

4. Quality finance management to guarantee the investment sustainability and

building the infrastructure to cover the whole territory with the latest technology.
高质量的财务管理，确保投资的可持续性，并用最新技术建设覆盖全境的基础设
施

Company Summary 公司简介

2.1 CESLINK SA（公司）
CESLINK was formed in UK in 2012 by two Timorese, Julio Cardoso and Carlos
Cardoso, CESLINK SA, CESLINK have combined 5 years experience in Information
Technology (IT) and brought to Timor Leste in 2015. CESLINK is a local Company
and a market leader in GPS fleet Tracking Applications in Timor Leste. The
company’s solutions offer real-time insight into vehicle activity that reduces
operational costs and improves customer service for small and mid-sized
companies. CESLINK now serves more hundreds customers, has installed more
than 300 vehicles in TL, and is adding every month.
CESLINK 由两名帝汶人 Julio Cardoso 和 Carlos Cardoso 于 2012 年在英国成
立，CESLINK SA 和 CESLINK 结合了 5 年的信息技术（IT）经验，于 2015 年引入东
帝汶。CESLINK 是一家当地公司，也是东帝汶 GPS 车队跟踪应用的市场领导者。该
公司的解决方案提供了对车辆活动的实时洞察，从而降低了运营成本，改善了中小型
公司的客户服务。CESLINK 现在为数百个客户提供服务，已经在 TL 安装了 300 多辆
汽车，并且每个月都在增加。
The Company’s business philosophy is simple; provide our customers with
market-leading GPS equipment and IT systems with all the latest features, fully
supported by the highest standards of after-sales service. CESLINK has come a long
way since then and has grown from providing a range of GPS Solutions for its

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customers to now on the roadmap of developing its own Telecom which includes
VOICE, SMS, and DATA (4G-LTE).
公司的经营理念很简单；为我们的客户提供市场领先的 GPS 设备和 IT 系统的所
有最新功能，完全由最高标准的售后服务支持。从那时起，CESLINK 已经走过了漫长
的道路，已经从为客户提供一系列 GPS 解决方案发展到现在的发展路线图上，发展自
己的电信，包括语音、短信和数据（4G-LTE）。

Products and Services 产品和服务

CESLINK develops and markets programmable personal communications and
unified messaging services for individuals and businesses. CESLINK system can
best be described as a personal communications platform, cheaper, easy to access
and cover all territory.

CESLINK 为个人和企业开发和销售可编程个人通信和统一消息服务。CESLINK
系统可以最好地描述为一个个人通信平台，更便宜，易于访问和覆盖所有领土。

3.1 RODUCT AND SERVICE DESCRIPTION 产品和服务描述

The new Telcom services include; VOICE, SMS, and DATA (4G – LTE) and
wireless systems that allows users to connect and communicate with each other in
the lower cost rates. Our objective is to build a low – cost Voice and SMS network
with high end technologies that allow customers to make cheap call and SMS locally
or internationally.
新的电信服务包括：；语音、短信和数据（4G–LTE）以及无线系统，允许用户
以较低的成本彼此连接和通信。我们的目标是建立一个低成本的语音和短信网络与高
端技术，让客户作出廉价的电话和短信本地或国际。
Value – Added Services are including, call forwarding, selective call screening,
automatic callback, wake – up services, conference calling, calling writing, call
conferencing (integrating call waiting and conferencing), voice messaging, real time
billing/accounting, information on demand, number referral, Fax store and forward
email and so forth.
增值服务包括呼叫转移、选择性呼叫筛选、自动回叫、唤醒服务、会议呼叫、呼
叫写入、呼叫会议（集成呼叫等待和会议）、语音消息、实时计费/记帐、按需信息、
号码转介、，传真存储和转发电子邮件等。
CESLINK is considering a move to create a brand-new telecommunication
provider here in Timor - Leste, that is rightly founded, owned and funded entirely by
Timorese nationals. Until now CESLINK seeks the opportunity to participate in the
Telecommunication market in Timor because of the lack of services created by the
three other local providers. By doing so, Ceslink will offer a much affordable price for
SMS, Call and Internet to the population, since more than 80% of the Timorese live
not more than $ 200 a month. By offering better pricing, Ceslink can market its

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products to more people, increase revenue and growth projections, and allow
customers to use our services from the convenience of their own homes.
CESLINK 正在考虑在东帝汶建立一个全新的电信供应商，完全由东帝汶国民建立
拥有和资助。到目前为止，由于缺乏其他三家当地供应商提供的服务， CESLINK 一直
在寻求机会参与帝汶的电信市场。通过这样做，Ceslink 将为民众提供一个负担得起的
短信、电话和互联网价格，因为 80%以上的帝汶人每月生活费不超过 200 美元。通过
提供更好的定价，Ceslink 可以向更多的人推销其产品，增加收入和增长预测，并允许
客户从自己家的便利中使用我们的服务。
3.2 SALES LITERATURE 营销宣传资料
Initial TV satellite CESLINK and Internet ads and sales collateral will be
developed by the company's marketing, advertising, and public relations agency.
This is a well-known firm specializing in high-tech clients.
最初的电视卫星 CESLINK 和互联网广告以及销售宣传品将由公司的营销、广告
和公共关系机构开发。这是一家专门为高科技客户服务的知名公司。

3.3 TECHNOLOGY 技术
Upgraded technological capability will be required for CESLINK to move towards
offering better customer services from which customers may purchase. Customers
demand a simple and easy way by which to conduct SMS, Calls and Internet and it
is imperative that these services are conducted in a secure manner, while Ceslink
maintains a high quality standard services.
CESLINK 需要升级技术能力，以提供更好的客户服务，客户可以从中购买。客户需要
一种简单易行的方式来进行短信、通话和互联网，这些服务必须以安全的方式进行，
而 Ceslink 则保持高质量的标准服务。
While CESLINK maintains a small information technology (IT) group, the
expertise does currently exist internally to design, build, and implement the sort of
extensive telecommunication required for this effort. Ceslink currently maintains a
high-speed internet connection, web server with the latest software.
虽然 CESLINK 拥有一个小型的信息技术（IT）团队，但目前内部确实存在设计、
构建和实施这项工作所需的广泛电信的专业知识。Ceslink 目前保持高速互联网连接
web 服务器使用最新软件。

3.4 FUTURE PRODUCTS AND SERVICES 未来产品服务

CESLINK is a B2B location-based services provider committed to supporting
clients’ business with integrated applied business intelligence, precision technology,
and customized services and solutions
CESLINK 是一家 B2B 定位服务提供商，致力于通过集成应用商业智能、精确技
术和定制服务和解决方案支持客户的业务。
We understand our clients’ business and their needs, empowering them with the
tools, information, and solutions imperative for succeeding in the industry. We are
based in Timor-Leste, Dili, providing services both nationally and internationally, with
software and solutions.

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 我们了解客户的业务和需求，为他们提供在行业中取得成功所必需的工具、信息
和解决方案。我们的总部设在东帝汶帝力，为国家和国际提供软件和解决方案服务。
CESLINK primarily concentrates on providing business solutions that address
the areas of enterprise asset management, in-house asset tracking solution, GPS
asset tracking, advanced security control platform and professional consulting
services.
CESLINK 主要致力于提供企业资产管理、内部资产跟踪解决方案、 GPS 资产跟
踪、高级安全控制平台和专业咨询服务等领域的业务解决方案。

Value-added services are including;

 Call forwarding.
 Selective call screening.
 Automatic call back.
 Wake-up services.
 Conference calling.
 Call waiting.
 Call conferencing
 Voice messaging.
 Real time billing/accounting.
 Information on demand.
 Number referral.
 Fax store and forward.
 Email·
 呼叫转移。·选择性呼叫筛选。·自动回拨。·唤醒服务。·电话会议。·
呼叫等待。·电话会议·语音信息。·实时计费/记帐。·按需提供信息。·
号码转介。·传真存储和转发。·电子邮件

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Market Analysis Summary 市场分析总结
4.1 OVERVIEW 概述
The telecommunications business opportunity in Timor - Leste is still open for
any new player to come in, particularly national and local Timorese private sectors to
participate in the development of the industry. The telecommunication industry is one
of the most lucrative markets in any country, and experience shows that businesses
within this market record huge sales all year round regardless of economic
conditions. This is because communication is an everyday necessity – something
people depend heavily on. With new technology and innovations springing up
everyday in the communication industry, there are undoubtedly huge benefits and
opportunities for new players.
东帝汶的电信业务机会仍然对任何新的参与者开放，特别是东帝汶国家和地方私
营部门参与该行业的发展。电信业是任何国家利润最丰厚的市场之一，经验表明，无
论经济状况如何，该市场内的企业全年都有巨大的销售额。这是因为交流是日常生活
的必需品，是人们非常依赖的东西。随着通信行业中新技术和创新的不断涌现，对于
新的参与者来说，无疑有着巨大的利益和机遇。

Fig. 1: Timor - Leste Telecommunication’s liberalization process

图 1：东帝汶电信自由化进程

The liberalization of Timor - Leste’s telecommunication sector commenced when

the telecommunication law promulgated in 2013. A national authority for
communication (Autoridade Nacional de Comunicações – ANC) was also
established one year earlier as the regulator for telecommunication, radio-
communication, and broadcasting (in part) and the internet. The country’s
telecommunication sector has been expanding with the mobile telephone sector

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 experiencing particularly strong and sustained surged, since the two licenses issued
to Vietel Global Investment and PT Telekomunikasi Indonesia International (Telin),
ending the monopoly Portugal Telecom-Owned Timor Telecom. After recording huge
annual growth rates over a number of years from 2006 onwards, by 2019 the total
number of mobile subscribers already exceeded 1.45 million, as reported by national
statistics’ office, which results in a mobile penetration rate of 120%
东 帝 汶 电 信 部 门 的 自 由 化 始 于 2013 年 颁 布 的 电 信 法 。 国 家 通 信 管 理 局
（Autoridade Nacional de Comunica）çõ 一年前，作为电信、无线电通信、广播（部
分）和互联网的监管机构，南非国民大会（es-ANC）也成立了。自从向 Vietel Global
Investment 和 PT Telekomunikasi Indonesia International（Telin）颁发了两个许可证，
结束了葡萄牙电信拥有的帝汶电信的垄断地位之后，该国的电信部门一直在扩张，移
动 电 话 部 门 经 历 了 特 别 强 劲 和 持 续 的 增 长 。 据 国 家 统 计 局 （ national statistics's
office）报告，自 2006 年起数年来，移动用户的年增长率一直保持在巨大水平，到
2019 年，移动用户总数已超过 145 万户，移动普及率达到 120%。.
Table 1: Telecommunication operation in Timor – Leste
表 1：东帝汶电信业务
Numbers of
Brand Name Company name Shareholder Services subscribers(Nation
al Statistic data,
2015)
品牌 公司名称 股东 服务 订户人数（全国统计
数据，2015）
TELEMOR Vietel Timor - Viethnamese-Owned Voice -470,730 mobile
Leste Cello Vietel 100% call, users
Unipessoal Lda SMS, 3G -87,493 3G network
internet users,
越南电信公司 越南 100% 语 音 通 470730 个移动用户-
话 、 短 87493 个 3G 网络用
信 、 3G 户
互联网
TELKOMCEL Telekomunikasi PT. Telekomunikasi Voice -160,000 mobile
Indonesia Indonesia call, users
International International (TELIN) SMS, 3G -50,000 mobile
(TL) S.A % internet users
印度尼西亚国际 语 音 通 160000 个移动用户-
电 信 公 司 (TL) 话 、 短 50000 个 3G 网络用
S.A 信 、 3G 户
互联网

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TIMOR TELECOM Telecomunicaçõ 1) Telecomunicações Voice -620,204 mobile
es S públicas de S públicas de call, Subscribers
Timor, SA -54,01%
Timor, SA 2) Go TL-20,59% VDT,
SMS, 3G -7,592 3G
Holding limited – internet
17,86%
3) Júlio Alfaro 4,49%
4) PT participa ções
SGPS, SA – 3,05%

东帝汶电信公司 现有：巴西 54.01% 语 音 通 620204 个移动用户-

澳门 17.86% 话 、 短 7592 个 3G 网 络 用
信 、 3G 户
互联网

4.2 KEY ISSUES 关键问题

The mobile subscriber market has grown increasingly well, nevertheless the
challenge for other telecommunication sectors remain unmoved. Recent research
done by an independent telecommunication research and consultancy company
underlined several key challenges:
移动用户市场增长日益良好，但对其他电信部门的挑战仍然没有改变。一家独立
的电信研究和咨询公司最近进行的研究强调了几个关键挑战：
 The mobile broadband subscriber base in Timor - Leste has been growing
strongly in terms of annual growth rates, however only from a very small base;
东帝汶的移动宽带用户基数以年增长率强劲增长，但基数很小；
 Fixed line subscribers remain extremely low with penetration of only 0.25% in
2016;
固定电话用户仍然非常低，2016 年的渗透率仅为 0.25%；
 Fixed line penetration has not exceeded 0.3% over the past decade;
过去十年，固定电话普及率未超过 0.3%；
 The fixed broadband subscriber base in Timor - Leste has grown strongly over
the past five years, however penetration levels remain extremely low (By 2020
the fixed broadband penetration rate was only 0.5%;·
东帝汶的固定宽带用户基础在过去五年中强劲增长，但普及率仍然极低（到
2020 年，固定宽带普及率仅为 0.5%；
 No advancement on TV; 电视上没有进步
 Very poor call Center Services (all current operators); 呼叫中心服务非常差（所
有现有运营商
 Subscribers’ credit issues; 认购人信用问题；
 High cost of services 服务成本高
 Other (unnecessary ads, announcement, etc.) 其他（不必要的广告、公告等）
The liberalization of the telecommunication sector as experienced by countries
worldwide reduces costs and improves the quality and availability of services.
However, the existence of three large foreign operators in Timor – Leste obviously
do not bring the population and businesses of Timor - Leste benefits in terms of low
pricing, better services quality, increased coverage and an expanded range of

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services. The cost of services for accessing telephone and internet is considerably
high, compare to other countries regardless of the market size of Timor – Leste.
Moreover, all current operators in Timor – Leste have low level penetration in terms
of GSM signal and using outdated technology system.
世界各国经历的电信部门自由化降低了成本，提高了服务的质量和可用性。然而
三家大型外国运营商在东帝汶的存在显然没有给东帝汶人民和企业带来低价格、更好
的服务质量、更大的覆盖面和更广泛的服务范围方面的好处。与其他国家相比，无论
东帝汶的市场规模如何，接入电话和互联网的服务成本都相当高。此外，东帝汶所有
现有运营商在 GSM 信号和使用过时技术系统方面的渗透率都很低。
Less than five years of Timor-Leste’s telecommunication liberalization since it
was
东帝汶电信自由化自成立以来不到五年
commenced in 2012, the industry remains in relatively early stages of
development. The need of telecommunication infrastructure that is able to provide
the capacity needed for a modern telecommunication system is essential and will
underpin the country’s advancements in health, education and other fields. It also
allows for the expansion of economy while allowing people access to global
networks, global entertainment and knowledge. A lot needs to be done to reach an
effective telecommunication that brings people together and supports the growth of
business that facilitates the provision of service to the people and the government of
Timor - Leste.
从 2012 年开始，该行业仍处于相对早期的发展阶段。需要能够提供现代电信系
统所需能力的电信基础设施，这是至关重要的，并将支撑该国在卫生、教育和其他领
域的进步。它还允许经济扩张，同时允许人们接触全球网络、全球娱乐和知识。为了
建立一个有效的电信系统，使人们团结在一起，支持企业的发展，为东帝汶人民和政
府提供服务，还需要做很多工作。

4.3 BUSINESS OPPORTUNITIES 商机

The Timor - Leste telecommunication sector still needs to be developed and
modernized since it has great business potentials to expand the industry to include
other wide range of devices, technologies and programs.
东帝汶电信业仍需发展和现代化，因为它有巨大的商业潜力，可以扩大该行业，
包括其他广泛的设备、技术和方案。
Apart from the main telecommunications businesses (mobile broadband, fixed
broadband and internet services), there are numerous Value –Added Services (VAS)
of telecommunication industry market. The digital media, e-commerce, e-
government, e-health and e-education trends and statistics, mobile TV and OTT
service, mobile banking, remittance payments and mobile health services, are a few
VAS that are profitable and worth to invest.
除了主要的电信业务（移动宽带、固定宽带和互联网业务）外，电信业市场上还
有大量的增值业务。数字媒体、电子商务、电子政务、电子健康和电子教育趋势与统
计、移动电视和 OTT 服务、移动银行、汇款支付和移动健康服务，都是一些盈利和值
得投资的增值服务

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 Fig. 2: Various Value Added Services (VAS) under telecom Sector as business
opportunities in Timor – Leste
图 2：电信部门下的各种增值服务（VAS）业务、东帝汶的机遇

Looking at business opportunities in telecommunication sector in Timor – Leste,

CESLINK, with it’s previous investors owned by Timorese started to invest in the
sector in 2018. Approximately over $ 1 million USD has been spent to start up the
business including; purchase of communication towers, set up communication
system, carried out coverage mapping and many more.
着眼于东帝汶电信行业的商机，CESLINK 与帝汶人之前拥有的投资者于 2018 年
开始投资该行业。已花费约 100 多万美元启动业务，包括：；购买通信塔，建立通信
系统，进行覆盖测绘等。

4.4 TIMOR-LESTE’S TELECOMMUNICATION INSDUSTRY AT GLANCE

东帝汶电信业一览
Timor – Leste Strategic Development Plan (SDP) 2011-2030 envisaged a
modern telecommunication network system that will be able to connect Timorese
within the country and with people in other parts of the world, supports the growth of
business and provision of government vital services such as health, education and
security.
《2011-2030 年东帝汶战略发展计划》（SDP）设想了一个现代电信网络系统，
该系统将能够连接国内的帝汶人和世界其他地区的人，支持企业发展和政府重要服务
的提供，如卫生、教育和安全。
Fig. 3: SDP 2011 – 2030 target on telecommunication sector
图 3:SDP 2011-2030 年电信行业目标

INFRASTRUCTURE DEVELOPMENT

15 | P a g e
 TARGETS
By 2015 :
 There will be reliable and affordable mobile phone coverage provided to all Timorese
people
 There will be reliable affordable and high speed internet access available in all district
capitals and surrounding areas.
 All schools, health posts and health clinics will be connect to the internet.
§ 将向所有东帝汶人民提供可靠和负担得起的移动电话服务
§ 所有地区首府和周边地区都将提供可靠、经济实惠的高速互联网接入。
§ 所有学校、卫生站和诊所都将接入互联网。
By 2020 :
 All Timor – Leste will have access to reliable, affordable and high speed internet
 All students and health professionals will have portable internet access devices
 Timor – Leste will be part of the technology enable world
§ 所有东帝汶人都将能够使用可靠、负担得起的高速互联网
§ 所有学生和卫生专业人员都将拥有便携式互联网接入设备
东帝汶——东帝汶将成为科技强国的一部分
Source: Timor – Leste SDP 2011 – 2030.

This could be attained through a competitive telecommunication market

opening, establishment of regulatory body, and introduction of universal service
policy, which will be significantly improve access to affordable, reliable and modern
telecommunication services. The market liberalization and competition through
Private Sector participations are important approaches to put in actions the SDP.
这可以通过竞争性的电信市场开放、建立管理机构和实行普遍服务政策来实现，
这将大大改善人们获得负担得起、可靠和现代电信服务的机会。市场自由化和私营部
门参与竞争是实施可持续发展政策的重要途径。

Fig. 4: Telecom Sector Strategy & Actions 图 4：电信部门战略和行动

STRATEGY & ACTIONS

Establishment of
Regulatory
Bodies
Competition
Through Polices
Private Sector

AFFORDABLE
RELIABLE
MODERN
TELECOM SERVICE

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4.5 MARKET SEGMENTATION 市场细分
CESLINK has targeted six primary market segments: CESLINK 瞄准了六个主要市场领
域：

1. General consumer and business market.

2. Local Timorese especially rural and remote area communities.
3. Students and mostly tertiary students (university students)
4. Family Group
5. International Traveler.
6. Governments, Civil Servants, PNTL & F-FDTL
7. 1.一般消费和商业市场。
8. 2.当地帝汶人，特别是农村和边远地区社区。
9. 3.学生，主要是大专生（大学生）
10. 4.家庭组
11. 5.国际旅行者。
12. 6.政府、公务员、国家警察和国防军。.

Market Analysis (Pie)

7%
3%
5%

10%

5%

70%

General Consumers Remote Area Students

Family Group International Traveles Governmet

CESLINK will target mostly consumers including business market. CESLINK, in

future will target students in secondary high school and university by designing
especial program for students. While the government, CESLINK will approach to
offer system of communication between official and departments.

CESLINK 将主要针对包括商业市场在内的消费者。未来，我们将以中学生和大
学生为目标，为他们设计专门的课程。而政府方面，CESLINK 将采取措施，提供官方
和部门之间的沟通系统。

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 4.6 TARGET MARKET SEGMENT STRATEGY 目标细分市场策略
CESLINK will market its products to customer segments that require the basic
mobile telecommunication services in a single solution. Other program will be
specific to each customer segment, such as daily and weekly packet for general
customers, family packet, unlimited internet packet and other customer segments
that required in future.
CESLINK 将向需要在单一解决方案中提供基本移动通信服务的客户群体推销其产
品。其他计划将针对每个客户细分市场，如普通客户的每日和每周数据包、家庭数据
包、无限互联网数据包以及未来需要的其他客户细分市场
CESLINK will spend substantial marketing efforts in determining which set of
features are the most attractive to each customer segment. Offering customized
quality product to each customer segment at a competitive price level will be one of
the marketing goals of CESLINK.

CESLINK 将花费大量的营销努力来确定哪些功能对每个客户群最具吸引力。以
具有竞争力的价格向每个客户群体提供定制的优质产品将是 CESLINK 的营销目标之
一。

4.7 SERVICE BUSINESS ANALYSIS 服务业务分析

CESLINK is part of the telecommunications industry, including the following sub-
industries: CESLINK 是电信行业的一部分，包括以下子行业：
 Voice Data 2G & 4G 语音数据 2G 和 4G
 Internet: Satellite and Terrestrial·因特网：卫星和地面
 Digital TV 数字电视
 Triple Play System : 三网合一系统
 Home Phone, 家庭电话，
 Movie and Internet 电影与互联网

4.8 PRODUCT / SERVICE MARKET PLACE 产品/服务市场

Currently, there are three foreign telecommunication providers; Timor Telecom,
Telemor, and Telkomcel. Ceslink is ambitious young startup Telecommunication
Company that aspires to charge the ways in which we utilize our phones and other
telecommunication devices. Ceslink will offer many other services besides the
default services such as SMS, Call and Internet. Currently, Telkomcel invested
around $50 Million USD, Timor Telecom invested $54 Million USD and Telemor
invested over $15 Million USD. Ceslink come into market with up to $14 Million USD
in investing, which shows that Ceslink will generate higher return of revenue growth,
since Ceslink will offer a much affordable pricing, and target a projection on
marketplace share of 17.5% over 5 years period. All of Ceslink current major
competitors already have and stablished presence of at least 6 years or more. By
providing a more convenient means of purchasing our services it is expected that will
18 | P a g e
gain customers while conducting a country wide marketing campaign for new
customers as well.
目前，有三家外国电信运营商；帝汶电信、Telemar 和 Telkomcel。Ceslink 是一
家雄心勃勃的新兴电信公司，致力于为我们使用手机和其他电信设备的方式充电 。
Ceslink 将提供 许多其他服务，除了默认的服务，如 短信，电 话和互联 网。目前 ，
Telkomcel 投资约 5000 万美元，帝汶电信投资 5400 万美元，Telemar 投资超过 1500
万美元。Ceslink 以高达 1400 万美元的投资进入市场，这表明 Ceslink 将产生更高的
收入增长回报，因为 Ceslink 将提供更实惠的定价，并预计 5 年内市场份额将达到
17.5%。所有 Ceslink 目前的主要竞争对手都已经拥有并建立了至少 6 年以上的业务。
通过提供更方便的方式购买我们的服务，我们希望在为新客户开展全国范围的营销活
动的同时获得客户。

Strategy and Implementation Summary 战略与实施总结

In order to be successful, CESLINK must differentiate itself from competitors in
order to appeal to customers in the marketplace. To do this, CESLINK will utilize its
practice of offer an affordable price per package and monthly unlimited SMS and
Call for only $ 15.00 USD. With this attractive offering CESLINK could easily gain
customers since other no other available operators offer packages similar to
CESLINK.
为了取得成功，CESLINK 必须将自己与竞争对手区分开来，以吸引市场上的客
户。为了做到这一点，CESLINK 将利用它的做法，提供一个负担得起的价格每包和每
月无限短信和呼吁只有 15.00 美元。由于没有其他运营商提供类似于 CESLINK 的套餐，
CESLINK 可以轻松获得客户。
Ceslink will implement a customer mass list to send product promotions, sales
advertisement, and other special offerings to registered customers. Additionally,
CESLINK will offer referral incentives to customers who refer our product to friends
and family in order to determine its target customers groups and geographical
regions. Another important consideration of CESLINK online marketing strategy is
cost. Electronic marketing communication costs are very small in comparison to
direct SMS marketing which CESLINK will utilizes at the start. It is important to note
that CESLINK current marketing and sales staff will require training in online
marketing and sales practices. This training will need to be contracted to a training
provider as part of our startup costs and schedule.
Ceslink 将实施客户群列表，向注册客户发送产品促销、销售广告和其他特殊产品 。
此外，CESLINK 将向向朋友和家人推荐我们产品的客户提供推荐奖励，以确定其目标
客 户 群 和地 理 区 域。 CESLINK 在 线 营销 策略 的 另 一个 重要 考虑 因 素 是成 本。 与
CESLINK 一开始就采用的直接短信营销相比，电子营销传播成本非常低。值得注意的
是，CESLINK 目前的营销和销售人员需要接受在线营销和销售实践方面的培训。作为
我们启动成本和时间表的一部分，该培训需要与培训提供商签订合同。

5.1 COMPETITIVE ADVANTAGE 竞争优势

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 One of our major competitive advantage is technological led over the major
competitors. None of the incumbent companies has managed seamlessly intergrade
the voice, SMS, and data communications needed by the target market. Our price
also guarantees to be the cheapest in the market.
我们的主要竞争优势之一是技术领先于主要竞争对手。目前没有一家公司能够无
缝整合目标市场所需的语音、短信和数据通信。我们的价格也保证是市场上最便宜的。

5.2 SALES PROGRAM

Ceslink will utilize five primary sales program: Ceslink 将利用五个主要销售计划：
1. Director Sales: This will be done by the CEO, Manager of Marketing and
Sales Channel Managers, all of whom will focus mainly in the getting brand
out there to reach more people;
2. Television and newspaper advertising: This will be the main entry to the
3. consumer market, which the company will approach on a target market basis.
Personal endorsements by the celebrities will be emphasized;
4. Printing advertising: This will be placed in magazines and newspapers
targeted to amateur sport and military officers and enlisted personnel,
probably with endorsements by our contracted endorsers;
5. Web advertising: The Company will also pay Facebook to promote its page as
well as the contents within it, which will appear on customers New Feed, who
has liked Ceslink Fan page.
1.销售总监：由首席执行官、市场营销经理和销售渠道经理负责，他们主要致
力于让品牌走出去，接触更多的人；
2.电视和报纸广告：这将是进入市场的主要途径
3.消费者市场，公司将在目标市场的基础上接近该市场。强调名人的个人代言；
4.印刷广告：刊登在杂志和报纸上，面向业余体育、军官和应征入伍人员，可
能由我们的签约代言人背书；
5.网络广告：该公司还将向 Facebook 支付费用，以推广其网页以及其中的内
容，这些内容将出现在喜欢 Ceslink 粉丝页面的客户 New Feed 上。
Table 2: Comparison of Investment & Reseller Fees 表 2：投资和经销商费用比较
Investments
Timor Telecom Telemor Telkomcel Ceslink
东帝汶电信 越南电信 印度尼西亚电信 新注册的电信
$ 54 Million USD Over $ 17 Million USD $ 50 Million $14 Million need it

投资 54 百万美元 投资 17 百万美元 投资 54 百万美元 投资 14 百万美元

经销商费用 Reseller Fee (%)

$ 100 - $ 1, 000 $ 100 - $ 1, 000 $ 100 - $ 1, 000 $ 100 - $ 1, 000
5% 5% 5% 5%
$ 1, 000 - $ 10,000 $ 1, 000 - $ 10,000 $ 1, 000 - $ 10,000 $ 1, 000 - $ 10,000
5% 5% 5% 5%
当前用户 Current Subscribers
600,000 500,000 300,000 Target 210,000

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 当前价格可以 Current Pricing Available
$ 20.00 Full Month $ 25.00 Full Month Free Call $ 25.00 Full Month $ 15.00 Full Month Free
Free Call and SMS and SMS within our Network Free Call and SMS Call and SMS within our
within TT Only within our Network Network
$20.00 全月免费电话 $25.00 全月免费电话和短信在 $25.00 全月免费电话和 $ 15.00 整个月我们网络内
和 我们的网络 短信在我们的网络 的免费电话和短信
短信内 TT 网

Management Summary 管理总结

CESLINK management philosophy is to utilizing as much as possible all local
technician and outsource to international expertise once CESLINK could not able to
find the Timorese expertise. The management team will be more focusing on
marketing and sales internal team, accelerating sales penetration into our target
markets.
CESLINK 的管理理念是，一旦 CESLINK 无法找到帝汶专家，就尽可能利用所有
当地技术人员，并将其外包给国际专家。管理团队将更加注重市场营销和内部销售团
队，加速销售渗透到我们的目标市场。
CESLINK now has the Board team, executives team and international and local
expertise team.
CESLINK 目前拥有董事会团队、高管团队以及国际和本地专业团队。

6.1 ORGANIZATIONAL STRUCTURE 组织架构

CESLINK, as a new establishment company, is organized into three level of
organs which consist of Board, Executive and Fiscal. Under the executive, there are
four primary functional directorates such as Chief Technology Officer, Chief
Operating Officer, Chief Financial Officer and Human Resource Manager. CESLINK
organizational structure as shown in the chart below:
公司作为一家新成立的公司，分为董事会、高管和财务三级机构。行政人员下设四
个主要职能部门，如首席技术官、首席运营官、首席财务官和人力资源经理。
CESLINK 组织结构如下图所示：

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6.2 MANAGEMENT TEAM 管理团体
There are two essential management team as follows:
有两个基本的管理团队，如下所示：
1. Sr. Carlos Cardoso, CEO
2. Sr. Julio Cardoso, COO
1.首席执行官 Carlos Cardoso 先生
2.首席运营官 Julio Cardoso 先生

Financial Plan 财务计划

CESLINK financial plan forecast the resource implications of making the
business decisions. CESLINK decided to expand to the whole territory and it is
necessary to create a financial plan which considers the justification of resources
required and the financial performance. CESLINK financial plan need to take into
account sources of finance, costs of finance, and costs of developing the project, as
well as the revenues and likely profit to justify our expansion programmed.
CESLINK will establish a financial policy that will guide the company in allocating
funds, determining financial capacity to support future expansion and ensuring
financial stability. This suggests that the company’s policy be established to set

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aside funds from current year and reserves to fund the projects that are committed
into the future. Such a decision would mean that some amounts of existing funds
would be “restricted” to specific project expenditures in future year CESLINK
财务计划预测做出业务决策所涉及的资源。CESLINK 决定扩大到整个领土，有必
要制定一项财务计划，考虑所需资源的理由和财务业绩。CESLINK 财务计划需要考虑
资金来源、资金成本和项目开发成本，以及收入和可能的利润，以证明我们的扩张计
划是合理的。CESLINK 将制定一项财务政策，指导公司分配资金，确定支持未来扩张
的财务能力，确保财务稳定。这表明该公司的政策是从本年度中拨出资金，并为未来
承诺的项目储备资金。这样一项决定将意味着现有资金的某些数额将“限于”未来几
年的具体项目支出。s.
The following financial plan details the staffing plan and pro forma income
statement, cash flow, balance sheet and other financial analysis over the next five
years. Management assumes that its investors, will pay all costs and expenses
through 2021 - 2022. Profitability should be achieved by second year of operating,
and positive cash flow by 2022.
以下财务计划详述了未来五年的人员配置计划和预计损益表、现金流、资产负债
表和其他财务分析。管理层假设其投资者将在 2021-2022 年支付所有成本和费用。盈
利能力应在运营的第二年实现，现金流应在 2022 年为正。

7.1 IMPORTANT ASSUMPTIONS 重要假设

The financial plan depends on important assumptions, most of which are shown
below. The key underlying assumptions are:
财务计划取决于重要的假设，大多数假设如下所示。关键的基本假设是：
 The launch of CESLINK will be in 2021. ·CESLINK 将于 2021 年推出。
 CESLINK will gain more than 42,000 customers in 2021 or early 2022. ·
CESLINK 将在 2021 年或 2022 年初获得超过 42000 个客户。
 Implementation and infrastructure development will according to 1.8 year’s plan. 
 实施和基础设施建设将按照 1.8 年计划进行
 Current Coverage 当前覆盖范围

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