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New opportunities with FB150

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Over 1000 SIMs activated. APM-Maersk Deal ... The future program. Target. Remaining core ... Programme objectives (2) Brief. Minimise cannibalisation of FB250 ... – PowerPoint PPT presentation

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Title: New opportunities with FB150


1
New opportunities with FB150
2
Contents
  • Commercial drivers
  • FB150
  • Objectives
  • FB150 services
  • Target markets
  • Characteristics / challenges
  • Strategy

3
FleetBroadband Latest generation Inmarsat
maritime service
  • Launched 19 November 2007
  • Targeted core maritime markets
  • Large Merchant (gt5000grt)
  • Government
  • Industry acceptance
  • MFEs
  • Unprecedented Growth
  • Over 1000 SIMs activated
  • APM-Maersk Deal
  • 150 vessel, FB500 largest communications refit
    in maritime history

4
FleetBroadband The future program
  • Target
  • Remaining core and non-core market
  • Provide path for existing EE customers
  • Characteristics / challenges
  • Lower ADU and budget vessels
  • Existing products and competition
  • Strategy
  • Targeted marketing strategy
  • Suitable product range

5
FleetBroadbandNew and existing market drivers
  • Comms increasing efficiency
  • Crew communications demands
  • Embracing IP era
  • Increased value for money with current products
    in market

Hardware MRSP vs. Data Performance
k
100,000
Existing customers
FB 500
Fleet 77
Fleet 33
10,000
Mini M
FB 250
Mini C
FB 150
GSPS FP
1,000
0
1
10
100
1,000
10,000
Data Speed kbps
6
FB150 development program
Considerations for hardware and airtime
7
Programme objectives
  • Objective
  • Low cost terminal with competitive airtime
    package
  • For smaller vessels (or vessels with basic
    requirements)
  • For Commercial Service Introduction in mid-2009
  • Approach
  • Third Class of FleetBroadband (was in original
    plan)
  • Fit below FB250 and above FleetPhone
  • Sub 5k hardware, competitive airtime
  • FleetPhone (2010)

8
Programme objectives (2)
  • Brief
  • Minimise cannibalisation of FB250
  • Engineering lower service performance
  • Marketing - expand wider FB market appeal (wider
    volume market)
  • Above Deck Unit (ADU) size is not a constraint
  • Spectrum efficiency
  • Terminal cost
  • Schedule

9
How did we address the issues?
  • Schedule
  • CSI mid-2009
  • Terminal Cost
  • Product Differentiation
  • Spectrum Efficiency to enable competitive
    pricing
  • Re-use existing technology
  • UT and RAN
  • Contribution to NRE, Volume commitment. Minimise
    UT-TE interfaces
  • Reduced services and performance compared to
    FB250
  • 16 QAM bearers, Terminal EIRP G/T equivalent to
    FB250

10
Product and services
Contracts Thrane Thrane, Add Value - CSI by H2
2009
11
Programme schedule
  • Q2 2009
  • Launch event
  • MFEs (5)

12
Non-core marketing strategy 2009
  • Fisheries
  • Leisure
  • Smaller
  • Local
  • Low-level support

13
Target markets
  • Fisheries
  • Industry market competition (online marketing),
    environmental data needs (oceanographic)
  • Management/regulatory VMS, E-Logs, Quota
    (Live?),
  • Leisure
  • Smaller part-time use vessels (sailing boats)
  • Simple IP needs (weather, email, messenger)
  • FB150
  • Single user data access
  • Limited monthly data (simple access like Email
    and less than 5MB of internet per day)

14
Characteristics / challenges
  • Local retail (Distribution)
  • Limited IT knowledge (end-user distributer)
  • Airtime price sensitivity
  • Need for plug play systems (hardware, billing,
    applications)

15
Strategy
  • Products
  • FB250 existing and new markets
  • FB150 new markets, small vessels and basic
    requirement
  • FleetPhone (2010)
  • Non-core Strategy
  • Market research to optimise service launch (early
    2009)
  • No large conferences
  • Small/local seminars and demonstrations (Inmarsat
    Demo Gear)
  • Support (Connect funding) based on ability to
    address non-core strategy (SPs, local fleet,
    demonstration equipment)
  • Bespoke literature
  • Specific regions
  • North America, Australia, Spain (Domestic)
  • North Sea, Indian Ocean, Pacific Ocean
    (International)

16
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