BLUE - PowerPoint PPT Presentation

Loading...

PPT – BLUE PowerPoint presentation | free to view - id: 510b2-ZDc1Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

BLUE

Description:

Developed a comprehensive beta test program to prove solutions ... Replicate your broadband office environment on the move. High-speed. Secure access to VPNs. ... – PowerPoint PPT presentation

Number of Views:28
Avg rating:3.0/5.0
Slides: 82
Provided by: DougCo83
Category:
Tags: blue | broadband | speed | test

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: BLUE


1
Broadband for a mobile planetTM
BGAN Messaging Version 1.2 December 2005
2
BGAN the elevator pitch
1st mobile communications service to offer
Broadband data (up to half a megabit)
… plus voice
accessible simultaneously through a single
compact device
with guaranteed data rates on-demand
that will be available globally Smaller,
Lighter, Faster, Cheaper Wider Reach
3
Key benefits of BGAN
Hygiene factors
Unique benefits
4
Global coverage
  • Mobile broadband coverage wherever you go
  • Initially accessible in Europe, Africa, the
    Middle East and Asia
  • Available in North and South America by April
    2006
  • 85 of worlds landmass covered by the first two
    satellites

5
Simultaneous voice broadband data
  • Accessible through one device
  • Make a phone call while downloading email or
    sending live video
  • Performance equal to terrestrial broadband
  • Up to half a megabit data rates
  • Guaranteed data rates on-demand

6
Highly portable
  • Small, lightweight terminals
  • Can be carried as easily as a notebook PC
  • Smallest terminal weighs less than 1 Kg
  • Set up a broadband mobile office in minutes

7
Flexible
  • A range of terminals to suit single users or
    small teams
  • Supports IP and circuit-switched applications
  • Wired and wireless connectivity options
  • Customisable user interface

8
Easy to use
  • Consistent user experience
  • Easy to carry, quick to set up, simple to use
  • Same user interface across all terminals
  • No technical expertise required
  • 24/7 customer support

9
Reliable
  • Dependable, peace-of-mind communications
  • I-4 network capacity is 16 times higher than I-3
  • Ability to dynamically re-direct network capacity
    to areas of high usage
  • Robust terminals for challenging environments
  • 24/7 customer support from our partners

10
Secure
  • Inmarsats vast experience in serving government
    customers
  • Supports all major VPN products and encryption
    standards

11
Competitively priced
  • Significantly lower cost of ownership
  • Competitive with other mobile satellite services
  • Highly competitive compared to international
    roaming on cellular
  • Flexible packages
  • Greater control of budget

12
BGAN Market Driver Facts
  • Data Solutions are needed to drive a modern
    organisation
  • Typical applications are designed to be used in a
    Local Area Network (LAN) environment
  • Mobile use is growing faster than any other
    method. End users are not in an office (or dont
    want to be)
  • Inmarsat Data Solutions (esp,) BGAN, are Business
    Enablers to improve efficiency where and when
    such normal office connections are not
    available
  • BGAN has a far wider reach than other third
    generation services and can be just as cost
    competitive
  • BGAN is secure and totally independent of local
    infrastructure

13
What does the customer need?
  • Global or regional coverage?
  • Mobile, fixed or portable connectivity?
  • Voice or data, or both simultaneously?
  • Low speed data or high speed data?
  • Demand assigned charges or package pricing?
  • Post-pay or pre-pay?

BGAN WILL SERVE ALL OF THESE NEEDS The answers to
these questions will tell you how to position
BGAN against its competitors help to build a
solution to sell
14
BGAN The Value Proposition program
15
Agenda
  • The Process
  • Launch Propositions
  • Customer Feedback
  • Next Steps

16
Value Proposition objectives
  • Accelerate take-up of BGAN services through
  • Understanding end-customer experience
  • Developing solutions that address end-customer
    needs
  • Ensure solutions and services are equally
    applicable to core and non-core sector
    organisations
  • How
  • Work with partners to interview end-users and
    ascertain business needs
  • Developed a comprehensive beta test program to
    prove solutions and services are fit for
    purpose

17
End-customer meetings
Distribution of interviews by Sector
  • Conducted 50 end-customer meetings with
    partners across 8 sectors
  • Initial focus Media, Military, Oil Gas and NGO
    (Aid organisations)
  • Essential that we get our propositions right for
    our core sectors
  • Core sector knowledge will help inform emerging
    sector opportunities based on end-customer
    profiling
  • Q3 focus shifts to non-core organisations

Civil
Other, 2
Government, 4
Finance , 3
Media, 17
Construction, 3
Aid, 9
Energy, 5
Military, 19
18
Overview of process
Phase 1
Phase 3
Phase 4
Phase 2
Understand segment requirements profile
Build functioning proposition
Test physical Proposition
Develop Value Proposition
  • Sector analysis
  • Create framework
  • Quantitative research
  • DP/ Manufacturer feedback
  • Market opportunity
  • Competitor analysis
  • Trial
  • Key customers selected
  • Testing varied propositions
  • Beta testing
  • BGAN lab
  • Technical scoping
  • All aspects of operational delivery product,
    billing, SLAs, sales marketing collateral etc
  • Alignment with DP / SP
  • Assess proposition.
  • VP Road-map
  • End-user analysis
  • Horizontal / sector / bespoke propositions
  • Assess ability to tailor each segment
  • DP/SP value add
  • Questionnaire
  • Guidelines

19
Beta test criteria
I4 Coverage IOR AOR satellite footprints
  • Geography - IOR Coverage
  • Q3 2005 Beta activity under IOR footprint
  • Technology Readiness
  • Proven IP and CS solutions where BGAN might gain
    early foothold
  • New solutions centred on BGAN
  • Test across footprint
  • Profile
  • Early adopter
  • Resource and commitment
  • Teething pains

228 Spot-beams / 2 x 512kbps channels per beam
20
End-to-end approach
  • All activities are based on eight key building
    blocks
  • Customer meetings
  • Proposition development
  • Beta testing

Network Connectivity IP Standard IP
Streaming ISDN Voice
21
Agenda
  • The Process
  • Launch Propositions
  • Customer Feedback
  • Next Steps

22
BGAN market position
Customer feedback indicated the following uses
for SatCom services
Major applications
Satellite Communication environment
Live Video
E-mail
Internet
Intranet
FTP
Telephony
Telemetry
Indicates non core BGAN areas
23
Value proposition program 2 streams
Media, Military, Aid and Oil Gas
(Primary) Construction, Government Insurance
(Secondary)
Construction, Finance (Retail banking
Insurance), Power Energy, Manufacturing and
Professional Services
24
Focus solutions at launch
  • 1. Mobile Video / Audio
  • a) Live
  • IP (streaming)
  • ISDN
  • b) Store and Forward
  • c) Voice
  • 2. Single-user mobile office
  • a) Broadband data
  • b) Voice
  • 3. Multi-user mobile office
  • Broadband data
  • Multiple PDP context
  • Voice
  • VoIP

25
Applying solutions to core sectors
Notes 1. All government / military applications
require secure encryption
26
Adapting solutions to emerging sectors
Notes 1. Device-to-device communications are a
key requirement within the finance sector 2.
Network back-up (disaster response bandwidth
on-demand) are key emerging requirements Not
all of the above will constitute launch
propositions
27
Live Broadcast proposition Mobile Video / Audio
solution
28
Live Broadcast proposition Mobile Video / Audio
solution
3
Video SF IM/HTTP
Connectivity from DP to customer hub preserves
end-to-end QoS
Content Management server
HUB
1
BGAN Multi-User
CS Call
BGAN Device
RAN SGSN
Live Video VoIP
2
Head Office
Video Camera
Dedicated IP Connection (256Kbps) Live
Streaming Best Effort IP Connection (492Kbps)
Store Forward 4Kbps Circuit Switched Voice
29
Live Broadcast proposition Mobile Video / Audio
solution
  • Benefits
  • Portability Class 1 device (A4 size / 2Kg)
    provides functionality of 4GAN or small VSAT unit
  • Performance Guaranteed data rates for
    prioritised traffic, 256Kbps
  • Functionality multiple simultaneous sessions
    (voice call while streaming video and running
    applications via a standard class)

HNS 9201
30
Mobile office / Field agent / Claims
processor Single User Mobile Office
31
Mobile office / Field agent / Claims processor -
Single User Mobile Office
Content Management server
HUB
1
BGAN Multi-User
CS Call
BGAN Device
RAN SGSN
2
Standard class connection
Head Office
Best Effort IP Connection (492Kbps) Store
Forward 4Kbps Circuit Switched Voice
32
Mobile office / Field agent / Claims
processor Single User Mobile Office
  • Benefits
  • Ease of use deployed, set-up and operational
    within minutes
  • Portability Class 3 device (A5 size / 1Kg)
    supports both IP and circuit switched
    applications
  • Functionality single device used globally

Nera device
33
Rapid deployment, field operations proposition
Multi-User Mobile Office
34
Rapid deployment, field operations proposition
Multi-User Mobile Office
Email, Internet, Intranet, FTP
2
Connectivity from DP to customer hub preserves
end-to-end QoS
Content Management server
HUB
Internet
1
Multi-user VoIP calls
BGAN Device
RAN SGSN
VoIP GateWay
PSTN
Head / Branch Office
Best Effort IP Connection (492kbps) Store
Forward Dedicated IP Connection (128Kbps)
35
Rapid deployment, field operations proposition
Multi-User Mobile Office solution
  • Benefits
  • Multi-use Eleven users supported on a single
    device
  • High speed up to half a megabit available
    across a single device
  • Flexibility Enables multiple users to run
    streaming, standard class or VoIP sessions
    simultaneously
  • Number of sessions only limited by 492kbps
    throughput of device

Thrane Thrane Explorer 500
36
BGAN Key benefits
37
Agenda
  • The Process
  • Launch Propositions
  • Customer Feedback
  • Next Steps

38
Customer requirements
  • Antennae
  • Tracking (Vehicular)
  • External
  • Short term lease
  • Pricing tools
  • Streaming class reservation
  • Voice options
  • Multiple simultaneous calls
  • Secure encrypted calls
  • Device locking
  • Block certain services
  • Peripheral equipment
  • PDA interface
  • 256Kbps streaming
  • Terminal bonding
  • Channel muxing
  • MMI reporting
  • Clear referencing
  • Remote terminal activation
  • Alarm monitoring
  • CCTV
  • Establishing class of service for end user
  • Remote diagnosis
  • SCADA / ATM

39
Feedback on strategic questions
  • Can Inmarsat take a share of handheld MSS voice
    market with BGAN?
  • Print media voice will be a nice add-on, but
    we will not get rid of our Thuraya handsets
  • Print media voice on the move is a key
    requirement
  • Print media voice capability of BGAN is a key
    benefit
  • Implication BGAN can displace elements of MSS
    voice
  • Can Inmarsat attack low-end VSAT market with
    BGAN?
  • Media We currently swap to VSAT after 8 weeks
  • Construction We will not deploy VSAT if
    project duration is less than six months
  • Broadcast bonding two BGAN terminals will
    enable us to replace our VSAT trucks
  • Implication Some indication that convenience is
    more important than price

40
Agenda
  • The Process
  • Launch Propositions
  • Customer Feedback
  • Next Steps

41
Key activity timeline
Q1/05
Q1/06
Activities
Q2/05
Q3/05
Q4/05
Q2/06
Customer meetings
1
Technical scoping
2
3
Proposition assessment
Build propositions
4
Messaging
5
6
Beta test
Core sector
Non-Core sector
PM Proposition Manager
SM Solution Manager
42
Next steps
  • Commence testing activities September 05
  • Protocol test / bench
  • End-to-end test
  • Beta test October 05
  • Develop messaging September 05
  • vertical sector messages
  • collateral for launch
  • Key sector end-customer testimonials November
    05
  • New sector identification September 05
  • Identify focus sectors
  • Key account targeting
  • VP meetings October 05

43
BGAN Competition The Competitive Environment
for BGAN and Positioning for Success
44
BGAN market space (1)
  • Inmarsat has conducted an extensive programme of
    market intelligence since Q1 2004
  • Total market for L-band voice services is
    estimated to be 500m with an installed base of
    around 500,000 annual ARPU of 1k.
  • Total market for next-generation L-band services
    is predicted to be worth 800m a year by 2010
    with 50,000 installed units annual ARPU of
    16k. Source Northern Sky Research
  • Total VSAT market estimated as 38bn in 2002 but
    less than 5 related to corporate communications.
    IP broadband via satellite is still a nascent
    market. Source Bain

45
BGAN market space (2)
  • Predicting the addressable market for BGAN is
    challenging
  • Market is still emergent
  • BGAN is a completely new product proposition
  • Slow development to date of terrestrial
    high-speed mobile data market
  • Inmarsat has concluded that BGAN will occupy a
    unique market position, with only small overlap
    with other technologies

46
BGAN market space (3)
High
Portable HSD
VSAT
3G
Data Demand
BGAN
MSS
Low
Portability
High
Low
47
BGAN market space (4)
  • Portable high speed data
  • Rapid deployment, highly moveable, stationary
    during use
  • BGANs primary market
  • Very limited competition within MSS
  • Semi-fixed applications
  • Transportable but only moved occasionally,
  • VSAT services offering high data speeds (up to 4
    Mbps) with bulky, expensive equipment
  • Possible for BGAN to compete in some
    circumstances

48
BGAN market space (5)
  • Fixed
  • Never moves portability is therefore not a
    factor
  • VSAT services offering high data speeds (up to
    30Mbps) with equipment costs either the same or
    lower that BGAN
  • Possible for BGAN to compete in very limited
    circumstances
  • Mobile
  • Consumer and business voice and low speed data
    services
  • High levels of competition from cellular and MSS
    handheld
  • BGAN cannot compete directly as not truly mobile
  • Voice traffic will be an upside from a primarily
    data sale

49
BGAN market space (6)
  • In same location for an extended period
  • Campus
  • gt1 week up to several months
  • On the move/pause
  • Nomad
  • Up to one week in the same location
  • Permanent installation
  • Alternatives are unreliable, low bandwidth,
    expensive or slow to deploy

50
BGAN competition A top level view
  • Portable HSD and semi-fixed
  • MSS systems, e.g. Thuraya DSL
  • Transportable VSAT
  • Terrestrial systems, e.g. 3G and WiFi
  • Mobile voice and fixed data
  • MSS handheld systems
  • GSM cellular systems
  • Fixed VSAT

51
BGAN vs. ThurayaDSL
Source Thuraya sales material 4/05
52
BGAN Competitive positioning vs. MSS HSD
53
BGAN Competitive positioning vs. MSS handheld
54
BGAN Competitive positioning vs. GSM
55
BGAN vs. transportable VSAT
56
BGAN vs. transportable VSAT
Requires the successful launch of all three I-4
satellites, F3 to be determined in due course.
57
BGAN vs. transportable VSAT
58
BGAN Competitive positioning vs. transportable
VSAT
59
BGAN Competitive positioning vs. 3G
Synergy as BGAN multi-user terminals will fill
gaps in 3G coverage
60
Competitive positioning vs. WiFi
Synergy as BGAN multi-user terminals will support
WiFi
61
BGAN Competitive positioning vs. fixed VSAT
62
BGAN - market segment
Target Usage Segment
Motivation to buy BGAN
  • Use BGAN functional advantage to gain market
    share with aggressive pricing options for data,
    to counter semi-fixed VSAT and competitive voice
    vs. other MSS to up-sell voice
  • Maximise lease opportunities
  • Attract voice only usage once terminal is
    purchased/deployed

New market opportunity Can compete Main market
63
Inmarsats supplier level competitive advantages
  • Market leader for 25 years with established
    customer base
  • Recognised brand amongst core segments - global
    coverage, service reliability, GMDSS
  • Portfolio to address varying needs
  • Global channel presence
  • Next generation satellites one successfully
    launched and second to be launched shortly fully
    funded
  • Clear migration path to next generation,
    high-value services

64
Your service level competitive factors
  • Building loyalty with your SPs customers
    through service enrichments and attractive
    pricing points
  • Understanding of your SP/customer needs
  • Knowledge of which solution best fits
    SP/customers needs
  • Before and after sales services
  • Value-added services

65
BGAN Unleashing The Power Of The Demonstration
66
BGAN selling-demonstrations Train your
salespeople to be able to develop and deliver a
20 minute customised demonstration that shows the
customer a) Something that matches the
customers own application need b) Highlights
your most relevant USPs c) How the value chain
can enhance their productivity d) How BGAN will
reduce their costs!! e) Something that
demonstrates how BGAN beats the competition
67
BGAN Pricing Creating The Best Packages to
Attract The Right Customers
68
BGAN offers value for money not just commodity
units
  • The feature richness of BGAN should always be
    sold over and above the actual cost of a minute
    or megabyte
  • What is the value of flexibility? Having the
    ability to up move your remote office at short
    notice, without having to re-install connectivity
    at a new site with the project downtime this may
    cause is invaluable.
  • Real time file transfers can mean real money to a
    company, minute 1, a file can be worth 100k,
    minute 3, 50k, minute 5 onwards 0

69
BGAN pricing strategy - core positioning
  • High-speed mobile data with voice
  • Unique BGAN is a leader, not a follower
  • A premium service
  • Still largely a multi-niche play
  • Need to move focus away from price to overall
    value

BGAN is a superior integrated product offering
based on reliability, performance, ubiquitous
coverage, security, portability and flexibility
70
Voice service pricing
  • Very competitive voice price
  • Target end user price lt1 per-minute
  • Good channel margins

71
Voice
72
Standard IP
73
Premium IP
74
ISDN
Link
75
BGAN Packages What are they?
  • Standard pricing model for Broadband data, both
    in fixed line and cellular industries with
    typically a minimum contract duration.
  • Inclusive allowances of Standard IP and Voice for
    a fixed monthly subscription fee.
  • Improved value for increased monthly
    subscription.

76
BGAN Packages Why have them?
  • With high data speeds and increased traffic
    volumes, paying on a per MByte basis is not
    always a suitable pricing model.
  • End users want fixed costs to avoid bill shock,
    as it becomes more difficult to predict usage
    volumes.
  • Benefits to SPs
  • Convert unpredictable usage based revenues to
    predictable subscription based revenues.
  • Minimum contract duration ties users in, allowing
    opportunity to have an on-going relationship with
    users.
  • Low data prices to change perception of Inmarsat
    being expensive to broaden market reach for BGAN.
  • Increased margins as users usually purchase
    allowances that are larger than their
    requirements. Any usage outside allowance will be
    at a rate higher than the implied rate in the
    allowance.

77
BGAN Packages Options for DPs SPs
  • Use standard Inmarsat packages as building blocks
    to create new retail packages. Improves
    differentiation and helps to target different
    market and customer segments.
  • Example
  • Inmarsat Standard IP allowances are 20, 100, 750
    2,000MBs. SPs should fill in the gaps with
    own packages.
  • Minimum duration subscription based pricing gives
    the opportunity to include a subsidy for
    terminals.
  • Ability to create bespoke allowances for
    individual customers

78
Package Options
  • Reducing prices in bundles
  • Increasing subscription
  • Increased access to services

79
Pricing Things You Should Know (1)
  • There is a minimum charge for circuit switched
    voice, data and streaming data based on a minimum
    duration
  • There is a minimum charge for standard IP data
    based on data volume
  • These minimum charges will apply to each CDR
  • If a single call or IP session straddles more
    than one CDR then the minimum charges may apply
    more than once to that session
  • This will only be significant if the call length
    or data amount is not as great as the minimum
    call length or data volume charging thresholds.

80
Pricing Things You Should Know (2)
81
Regulatory
  • Models
  • Status Quo User obtains licence/visited country
  • Service Provider or DP applies for licence in a
    country
  • Global circulation of terminals
  • Only Yemen forbid access to Inmarsat terminals
  • Use can be subject to conditions which vary from
    country to country
  • Info in regulatory database
  • Support from Inmarsat to obtain terminal licences
  • Enforcement currently light
About PowerShow.com