BGAN Sales Course v1.2. PowerPoint

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  • How would you describe BGAN to some one in a lift if you only had a minute to do it…. 1st mobile satellite service – depending on the audience, you don’t need to mention the word satellite. Even in the broader mobile world, this is the first service to offer all of these things. Chief benefit of all this – enables you to set up a broadband mobile office in minutes….wherever you are. The concept of the mobile office has been around for a while. But the broadband mobile office is only just becoming available with the introduction of 3G data services.
  • Given all the challenges the reason to be positive about BGAN is that it will be seen as attractive to other suppliers with strong influence as well as to the end customers. For example a vendor of a SOP (sales order processing) application such as Seibel will see that BGAN can potentially extend the usefulness of his application to his customer. More end-users will be able to enter more data from more locations and that way help him sell more licenses. Most vendors in the CIT value chain will see you far more as a useful and relevant partner rather than a competitor.
  • Both France Telecom & Stratos have provided their end-customer lists – setting up meetings Working directly with AOS on behalf of Xantic to identify list MVS has nominated SatCom and ILinks to work directly with us Also working with agencies (e.g NetHope & EBU to profile end-user requirements)
  • Note: Voice is a subset of each proposition: Circuit switched ISDN 3.1 khz Voice over IP application Single / multi-user – standard class Single / multi-user – streaming
  • The BGAN service is new. It offers both voice and high speed data for one or more end-users from a single user terminal. How will the market react? BGAN will offer some “firsts”. It is the first time reliable file transfer at near broadband speeds can be used from any location. This means locations with little or no infrastructure will suddenly be able to join in on the Internet revolution. The speed of BGAN means real-time video can be delivered with a high quality picture. No more “Picasso cubism effect”. People buying-in on the 3G message of mobile access to data which is being promoted so strongly by all the major telecommunications Companies will realise that 3G hardly extends their range at all, and if it does the roaming charges make their phones hot. If you make them aware of the BGAN alternative you could be signing up Corporate deals like never before!
  • The BGAN service is new. It offers both voice and high speed data for one or more end-users from a single user terminal. How will the market react? BGAN will offer some “firsts”. It is the first time reliable file transfer at near broadband speeds can be used from any location. This means locations with little or no infrastructure will suddenly be able to join in on the Internet revolution. The speed of BGAN means real-time video can be delivered with a high quality picture. No more “Picasso cubism effect”. People buying-in on the 3G message of mobile access to data which is being promoted so strongly by all the major telecommunications Companies will realise that 3G hardly extends their range at all, and if it does the roaming charges make their phones hot. If you make them aware of the BGAN alternative you could be signing up Corporate deals like never before!
  • The BGAN service is new. It offers both voice and high speed data for one or more end-users from a single user terminal. How will the market react? BGAN will offer some “firsts”. It is the first time reliable file transfer at near broadband speeds can be used from any location. This means locations with little or no infrastructure will suddenly be able to join in on the Internet revolution. The speed of BGAN means real-time video can be delivered with a high quality picture. No more “Picasso cubism effect”. People buying-in on the 3G message of mobile access to data which is being promoted so strongly by all the major telecommunications Companies will realise that 3G hardly extends their range at all, and if it does the roaming charges make their phones hot. If you make them aware of the BGAN alternative you could be signing up Corporate deals like never before!
  • So hopefully we have now made it clear what the basic markets are. The mobile or portable market has been called services “on the pause” rather than “on the move”. This is because the end-user cannot use the UT like a mobile phone and just switch it on as they drive along. Or even like a FLEET terminal whilst they sail along. They will have to stop, establish a “line-of-site connection” to the satellite and get a GPS fix, all of which can take several minutes. There-after they will get a great service, better than any mobile phone and with voice plus data available for one or several uses. The “semi-fixed” opportunity is one where BGAN may well become the dominant way of working. In conjunction with a wireless hub a group of people, for example on a construction site can be operational within minutes with a really flexible service. The “Fixed” environment is one where the value proposition has to be well thought through but could lead to some high data volume opportunities.
  • BGAN will be a very easy product to demonstrate. As well as having a standard demonstration it will be far more persuasive if it can be easily adapted to the customers name and application interests.
  • IP allowance increases with subscription and decreases per MB. Not available for basic post and prepay packages. Voice allowances only on the largest bundles as data will be the prime driver – voice is an added extra to try and add more value to the bundles and to compete with VSAT more ISDN and Streaming will only be available on the largest bundles to encourage users to take out larger subscriptions
  • BGAN terminals are mostly regulated in the same way as other Inmarsat terminals. This means that generally users can use them in all countries of the world although conditions may apply. The Inmarsat regulatory team provides monthly updates on terms for terminal circulation. Just contact Patricia Lopez to be included in the circulation list. Service providers have mentioned that increasingly users are keen to apply for terminal licences and expect the service provider to handle this on their behalf. The Inmarsat regulatory team is at hand to assist there too.
  • BGAN Sales Course v1.2. PowerPoint

    1. 1. BGAN Messaging Version 1.2 December 2005 Broadband for a mobile planet TM
    2. 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 Set up a broadband mobile office in minutes
    3. 3. Key benefits of BGAN Hygiene factors Unique benefits ● Flexible ● Reliable Competitively priced Secure Easy to use Portable Simultaneous voice & broadband data Global coverage ● ● ● ● ● ● ● ●
    4. 4. Global coverage <ul><li>Mobile broadband coverage wherever you go </li></ul><ul><li>Initially accessible in Europe, Africa, the Middle East and Asia </li></ul><ul><li>Available in North and South America by April 2006 </li></ul><ul><li>85% of world’s landmass covered by the first two satellites </li></ul>
    5. 5. Simultaneous voice & broadband data <ul><li>Accessible through one device </li></ul><ul><li>Make a phone call while downloading email or sending live video </li></ul><ul><li>Performance equal to terrestrial broadband </li></ul><ul><li>Up to half a megabit data rates </li></ul><ul><li>Guaranteed data rates on-demand </li></ul>
    6. 6. Highly portable <ul><li>Small, lightweight terminals </li></ul><ul><li>Can be carried as easily as a notebook PC </li></ul><ul><li>Smallest terminal weighs less than 1 Kg </li></ul><ul><li>Set up a broadband mobile office in minutes </li></ul>
    7. 7. Flexible <ul><li>A range of terminals to suit single users or small teams </li></ul><ul><li>Supports IP and circuit-switched applications </li></ul><ul><li>Wired and wireless connectivity options </li></ul><ul><li>Customisable user interface </li></ul>
    8. 8. Easy to use <ul><li>Consistent user experience </li></ul><ul><li>Easy to carry, quick to set up, simple to use </li></ul><ul><li>Same user interface across all terminals </li></ul><ul><li>No technical expertise required </li></ul><ul><li>24/7 customer support </li></ul>
    9. 9. Reliable <ul><li>Dependable, peace-of-mind communications </li></ul><ul><li>I-4 network capacity is 16 times higher than I-3 </li></ul><ul><li>Ability to dynamically re-direct network capacity to areas of high usage </li></ul><ul><li>Robust terminals for challenging environments </li></ul><ul><li>24/7 customer support from our partners </li></ul>
    10. 10. Secure <ul><li>Inmarsat’s vast experience in serving government customers </li></ul><ul><li>Supports all major VPN products and encryption standards </li></ul>
    11. 11. Competitively priced <ul><li>Significantly lower cost of ownership </li></ul><ul><li>Competitive with other mobile satellite services </li></ul><ul><li>Highly competitive compared to international roaming on cellular </li></ul><ul><li>Flexible packages </li></ul><ul><li>Greater control of budget </li></ul>
    12. 12. BGAN Market Driver Facts <ul><li>Data Solutions are needed to drive a modern organisation </li></ul><ul><li>Typical applications are designed to be used in a Local Area Network (LAN) environment </li></ul><ul><li>Mobile use is growing faster than any other method. End users are not in an office (or don’t want to be) </li></ul><ul><li>Inmarsat Data Solutions (esp,) BGAN, are Business Enablers to improve efficiency where and when such “normal office” connections are not available </li></ul><ul><li>BGAN has a far wider “reach” than other third generation services and can be just as cost competitive </li></ul><ul><li>BGAN is secure and totally independent of local infrastructure </li></ul>
    13. 13. What does the customer need? <ul><li>Global or regional coverage? </li></ul><ul><li>Mobile, fixed or portable connectivity? </li></ul><ul><li>Voice or data, or both simultaneously? </li></ul><ul><li>Low speed data or high speed data? </li></ul><ul><li>Demand assigned charges or package pricing? </li></ul><ul><li>Post-pay or pre-pay? </li></ul>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. 14. BGAN The Value Proposition program
    15. 15. Agenda <ul><li>The Process </li></ul><ul><li>Launch Propositions </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Next Steps </li></ul>
    16. 16. Value Proposition objectives <ul><li>Accelerate take-up of BGAN services through: </li></ul><ul><ul><li>Understanding end-customer experience </li></ul></ul><ul><ul><li>Developing solutions that address end-customer needs </li></ul></ul><ul><ul><li>Ensure solutions and services are equally applicable to core and non-core sector organisations </li></ul></ul><ul><li>How </li></ul><ul><ul><li>Work with partners to interview end-users and ascertain business needs </li></ul></ul><ul><ul><li>Developed a comprehensive beta test program to prove solutions and services are ‘fit for purpose’ </li></ul></ul>
    17. 17. End-customer meetings <ul><li>Conducted 50 + end-customer meetings with partners across 8 sectors </li></ul><ul><li>Initial focus: Media, Military, Oil & Gas and NGO (Aid organisations) </li></ul><ul><li>Essential that we get our propositions right for our core sectors </li></ul><ul><li>Core sector knowledge will help inform emerging sector opportunities based on end-customer profiling </li></ul><ul><li>Q3 focus shifts to non-core organisations </li></ul>Distribution of interviews by Sector Media, 17 Military, 19 Energy, 5 Aid, 9 Construction, 3 Finance , 3 Civil Government, 4 Other, 2
    18. 18. Overview of process Understand segment requirements & profile <ul><li>Sector analysis </li></ul><ul><li>Create framework </li></ul><ul><li>Quantitative research </li></ul><ul><li>DP/ Manufacturer feedback </li></ul><ul><li>Market opportunity </li></ul><ul><li>Competitor analysis </li></ul>Build functioning proposition Test physical Proposition <ul><li>Trial </li></ul><ul><li>Key customers selected </li></ul><ul><li>Testing varied propositions </li></ul><ul><li>Beta testing </li></ul><ul><li>BGAN lab </li></ul><ul><li>Technical scoping </li></ul><ul><li>All aspects of operational delivery – product, billing, SLAs, sales marketing collateral etc </li></ul><ul><li>Alignment with DP / SP </li></ul><ul><li>Assess proposition. </li></ul>Phase 1 Phase 3 Phase 4 Develop Value Proposition <ul><li>VP Road-map </li></ul><ul><li>End-user analysis </li></ul><ul><li>Horizontal / sector / bespoke propositions </li></ul><ul><li>Assess ability to tailor each segment </li></ul><ul><li>DP/SP value add </li></ul><ul><li>Questionnaire </li></ul><ul><li>Guidelines </li></ul>Phase 2
    19. 19. Beta test criteria <ul><li>Geography - IOR Coverage </li></ul><ul><ul><li>Q3 2005 Beta activity under IOR footprint </li></ul></ul><ul><li>Technology Readiness </li></ul><ul><ul><li>Proven IP and CS solutions where BGAN might gain early foothold </li></ul></ul><ul><ul><li>New solutions centred on BGAN </li></ul></ul><ul><ul><li>Test across footprint </li></ul></ul><ul><li>Profile </li></ul><ul><ul><li>Early adopter </li></ul></ul><ul><ul><li>Resource and commitment </li></ul></ul><ul><ul><li>Teething pains </li></ul></ul>I4 Coverage IOR & AOR satellite footprints 228 Spot-beams / 2 x 512kbps channels per beam
    20. 20. End-to-end approach Network Connectivity IP Standard IP Streaming ISDN Voice <ul><li>All activities are based on eight key building blocks </li></ul><ul><ul><li>Customer meetings </li></ul></ul><ul><ul><li>Proposition development </li></ul></ul><ul><ul><li>Beta testing </li></ul></ul>Inter connect ISDN IP MPLS Internet Tariff $ BGAN Device Applications Support Peripheral Equipment Services
    21. 21. Agenda <ul><li>The Process </li></ul><ul><li>Launch Propositions </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Next Steps </li></ul>
    22. 22. BGAN market position Live Video Internet FTP Telemetry Intranet E-mail Telephony Major applications Satellite Communication environment Customer feedback indicated the following uses for SatCom services Indicates non core BGAN areas
    23. 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 Analysis / qualification End-customer meetings Develop launch propositions Summary document Gap Analysis Messaging Core sector Business Development Analysis / qualification Define target sectors Revise propositions Summary document Gap Analysis Messaging Emergent Business Development
    24. 24. Focus solutions at launch <ul><li>1. Mobile Video / Audio </li></ul><ul><ul><li>a) Live: </li></ul></ul><ul><ul><ul><li>IP (streaming) </li></ul></ul></ul><ul><ul><ul><li>ISDN </li></ul></ul></ul><ul><ul><li>b) Store and Forward </li></ul></ul><ul><ul><li>c) Voice </li></ul></ul><ul><li>2. Single-user mobile office </li></ul><ul><ul><li>a) Broadband data </li></ul></ul><ul><ul><li>b) Voice </li></ul></ul><ul><li>3. Multi-user mobile office </li></ul><ul><ul><li>Broadband data </li></ul></ul><ul><ul><ul><li>Multiple PDP context </li></ul></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><ul><li>VoIP </li></ul></ul></ul>
    25. 25. Applying solutions to core sectors Notes: 1. All government / military applications require secure encryption Field Force Automation (upstream) Field Force Automation (upstream) Video-conferencing Video-conferencing Oil and Gas Welfare Communications Rapid Deployment Field Logistics Collaborative Planning Military Communications File transfer Video tele-conference Video tele-conference Military Video-conferencing Video-conferencing Live Broadcast Live Broadcast Store & Forward <ul><li>Mobile Video/audio </li></ul><ul><li>Live IP (streaming) </li></ul><ul><li>Live ISDN </li></ul><ul><li>Store and Forward </li></ul>Rapid Deployment, Field Operations Remote Bureau Multi-user mobile office Mobile Office Print & Photo Journalism Single-user mobile office Aid Media Core Proposition
    26. 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 Remote Branch Office NA Secure ATM / bureau Retail Finance Disaster Recovery (onsite) Claims processing Field agent sales Disaster Coverage Disaster Coverage Incident Footage / FTP Insurance Video-conferencing Video-conferencing Site monitoring / Vconf. FTP <ul><li>Mobile Video/audio </li></ul><ul><li>Live IP (streaming) </li></ul><ul><li>Live ISDN </li></ul><ul><li>Store and Forward </li></ul>Emergency Response Rapid Deployment Field Operations Multi-user mobile office NA Project Management Single-user mobile office Civil Govt Construction Core Proposition
    27. 27. Live Broadcast proposition Mobile Video / Audio solution Corp monthly bundle + top up tariff, short term leasing, service reservation Streaming Class IP 256kbps +, multiple bonded 256kbps Streaming connections via multiple devices Portable Mac (OS10.1) , Sony video camera, RJ11 voice handsets, night vision attachment, bureaux office servers to receive video/audio from the field Win Media 9 or Proprietary software applications Support multiple codecs (e.g. G.722 on Mpeg2, Mpeg4), MS Office, Mac OS10, IP MPLS links, ISDN connectivity to customer premise, network redundancy between SAS sites Online account info, SIM and Multiple SIM credit control mechanism, TCP-PEP 24/7/365, regional centres, remote solution configuration, terminal hire, simple and easy user support features via MMI Class 1/2, terminal bonding/channel muxing, deactivate GPS track & proof of status, SIM card details on MMI, external & vehicular antenna, remote control of device BGAN Terminal Tariff Network Connectivity Peripheral Equipment Applications Interconnect Services Support
    28. 28. Live Broadcast proposition Mobile Video / Audio solution Dedicated IP Connection (256Kbps) – Live Streaming Best Effort IP Connection (492Kbps) – Store & Forward 4Kbps Circuit Switched Voice CS Call Video S&F IM/HTTP BGAN Device RAN & SGSN HUB Content Management server BGAN Multi-User Video Camera Live Video + VoIP 3 2 1 Connectivity from DP to customer hub preserves end-to-end QoS Head Office PSTN Internet
    29. 29. <ul><li>Benefits: </li></ul><ul><li>Portability – Class 1 device (A4 size / ~2Kg) provides functionality of 4GAN or small VSAT unit </li></ul><ul><li>Performance – Guaranteed data rates for prioritised traffic, 256Kbps </li></ul><ul><li>Functionality – multiple simultaneous sessions (voice call while streaming video and running applications via a standard class) </li></ul>Live Broadcast proposition Mobile Video / Audio solution HNS 9201
    30. 30. Mobile office / Field agent / Claims processor Single User Mobile Office Corp monthly bundle + top up tariff, short term leasing, service reservation Standard connections via multiple devices, Streaming Class IP 128kbps, Portable Mac (OS10.1) , cameras, PDAs, RJ11 voice handsets, bureaux office servers to receive video/audio from the field, fax machines Standard windows applications, Proprietary software applications, IP MPLS links, ISDN connectivity to customer premise, network redundancy between SAS sites Online account info, SIM and Multiple SIM credit control mechanism, TCP-PEP 24/7/365, regional centres, remote solution configuration, terminal hire, simple and easy user support features via MMI Class 3, highly portable, SIM card details on MMI, Panic button, remote control of device, ability to lock-down class of service, pre-configuration, bundled hand-sets BGAN Terminal Tariff Network Connectivity Peripheral Equipment Applications Interconnect Services Support
    31. 31. Mobile office / Field agent / Claims processor - Single User Mobile Office Best Effort IP Connection (492Kbps) – Store & Forward 4Kbps Circuit Switched Voice CS Call BGAN Device RAN & SGSN HUB Content Management server BGAN Multi-User Standard class connection 2 1 Head Office Internet PSTN
    32. 32. <ul><li>Benefits: </li></ul><ul><li>Ease of use – deployed, set-up and operational within minutes </li></ul><ul><li>Portability – Class 3 device (A5 size / ~1Kg) supports both IP and circuit switched applications </li></ul><ul><li>Functionality – single device used globally </li></ul>Mobile office / Field agent / Claims processor Single User Mobile Office Nera device
    33. 33. Rapid deployment, field operations proposition Multi-User Mobile Office Corp monthly bundle + top up tariff, short term leasing, service reservation Streaming Class IP 256kbps +, multiple bonded 256kbps Streaming connections via multiple devices Portable Mac (OS10.1) , Sony video camera, RJ11 voice handsets, night vision attachment, bureaux office servers to receive video/audio from the field. Proprietary software application, G.722 on Mpeg2, Mpeg4, MS Office, Mac OS10, IP MPLS links, ISDN connectivity to customer premise, network redundancy between SAS sites Online account info, SIM and Multiple SIM credit control mechanism, TCP-PEP 24/7/365, regional centres, remote solution configuration, terminal hire, simple and easy user support features via MMI Class 1 /2, terminal bonding/channel muxing, deactivate GPS track & proof of status, SIM card details on MMI, external antenna, remote control of device, ruggedised device, ability to lock-down terminal, panic button functionality, long life batteries BGAN Terminal Tariff Network Connectivity Peripheral Equipment Applications Interconnect Services Support
    34. 34. Rapid deployment, field operations proposition Multi-User Mobile Office Best Effort IP Connection (492kbps) – Store & Forward Dedicated IP Connection (128Kbps) Email, Internet, Intranet, FTP BGAN Device RAN & SGSN PSTN HUB Content Management server Multi-user VoIP calls 2 1 Connectivity from DP to customer hub preserves end-to-end QoS Head / Branch Office VoIP GateWay Internet
    35. 35. <ul><li>Benefits: </li></ul><ul><li>Multi-use – Eleven + users supported on a single device </li></ul><ul><li>High speed – up to half a megabit available across a single device </li></ul><ul><li>Flexibility – Enables multiple users to run streaming, standard class or VoIP sessions simultaneously </li></ul><ul><li>Number of sessions only limited by 492kbps throughput of device </li></ul>Rapid deployment, field operations proposition Multi-User Mobile Office solution Thrane & Thrane Explorer 500
    36. 36. BGAN Key benefits <ul><li>Network coverage wherever you go </li></ul><ul><li>Use the same device worldwide </li></ul>Global <ul><li>Competitive with other MSS operators </li></ul><ul><li>More cost effective than international cellular roaming </li></ul>Value for money <ul><li>Service accessible via small, lightweight devices </li></ul>Portable <ul><li>Up to half a megabit – symmetrically if required </li></ul><ul><li>Plus on-demand guaranteed data rates </li></ul><ul><li>Replicate your broadband office environment on the move </li></ul>High-speed <ul><li>Secure access to VPNs. </li></ul><ul><li>Supports all major encryption standards. </li></ul>Secure <ul><li>Easy to set up, use and support </li></ul>Easy to use <ul><li>Integrated solution for voice and broadband data </li></ul><ul><li>Supports IP and circuit-switched applications </li></ul><ul><li>Terminal options for single or multiple users </li></ul>Flexible <ul><li>Dependable, peace-of-mind communications </li></ul><ul><li>Robust satellite terminals </li></ul><ul><li>24/7 customer service </li></ul>Reliable
    37. 37. Agenda <ul><li>The Process </li></ul><ul><li>Launch Propositions </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Next Steps </li></ul>
    38. 38. Customer requirements <ul><li>Antennae </li></ul><ul><ul><li>Tracking (Vehicular) </li></ul></ul><ul><ul><li>External </li></ul></ul><ul><li>Short term lease </li></ul><ul><li>Pricing tools </li></ul><ul><li>Streaming class reservation </li></ul><ul><li>Voice options </li></ul><ul><ul><li>Multiple simultaneous calls </li></ul></ul><ul><ul><li>Secure encrypted calls </li></ul></ul><ul><li>Device locking </li></ul><ul><ul><li>Block certain services </li></ul></ul><ul><li>Peripheral equipment </li></ul><ul><ul><li>PDA interface </li></ul></ul><ul><li>256Kbps + streaming </li></ul><ul><ul><li>Terminal bonding </li></ul></ul><ul><ul><li>Channel muxing </li></ul></ul><ul><li>MMI reporting </li></ul><ul><ul><li>Clear referencing </li></ul></ul><ul><li>Remote terminal activation </li></ul><ul><ul><li>Alarm monitoring </li></ul></ul><ul><ul><li>CCTV </li></ul></ul><ul><ul><li>Establishing class of service for end user </li></ul></ul><ul><ul><li>Remote diagnosis </li></ul></ul><ul><ul><li>SCADA / ATM </li></ul></ul>
    39. 39. Feedback on strategic questions <ul><li>Can Inmarsat take a share of handheld MSS voice market with BGAN? </li></ul><ul><ul><li>Print media – “voice will be a nice add-on, but we will not get rid of our Thuraya handsets” </li></ul></ul><ul><ul><li>Print media – “voice on the move is a key requirement” </li></ul></ul><ul><ul><li>Print media – “voice capability of BGAN is a key benefit” </li></ul></ul><ul><ul><li>Implication: BGAN can displace elements of MSS voice </li></ul></ul><ul><li>Can Inmarsat attack low-end VSAT market with BGAN? </li></ul><ul><ul><li>Media – “We currently swap to VSAT after 8 weeks” </li></ul></ul><ul><ul><li>Construction – “We will not deploy VSAT if project duration is less than six months” </li></ul></ul><ul><ul><li>Broadcast – “bonding two BGAN terminals will enable us to replace our VSAT trucks” </li></ul></ul><ul><ul><li>Implication: Some indication that convenience is more important than price </li></ul></ul>
    40. 40. Agenda <ul><li>The Process </li></ul><ul><li>Launch Propositions </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Next Steps </li></ul>
    41. 41. Key activity timeline Customer meetings Technical scoping Proposition assessment Beta test Q1/05 Q2/05 Q3/05 Q4/05 Q1/06 Build propositions Messaging Q2/06 1 2 3 4 5 6 Activities Core sector Non-Core sector PM = Proposition Manager SM = Solution Manager
    42. 42. Next steps <ul><li>Commence testing activities – September 05 </li></ul><ul><ul><li>Protocol test / bench </li></ul></ul><ul><ul><li>End-to-end test </li></ul></ul><ul><ul><li>Beta test – October 05 </li></ul></ul><ul><li>Develop messaging – September 05 </li></ul><ul><ul><li>vertical sector messages </li></ul></ul><ul><ul><li>collateral for launch </li></ul></ul><ul><ul><li>Key sector end-customer testimonials – November 05 </li></ul></ul><ul><li>New sector identification – September 05 </li></ul><ul><ul><li>Identify focus sectors </li></ul></ul><ul><ul><li>Key account targeting </li></ul></ul><ul><ul><li>VP meetings – October 05 </li></ul></ul>
    43. 43. BGAN Competition The Competitive Environment for BGAN and Positioning for Success
    44. 44. BGAN market space (1) <ul><li>Inmarsat has conducted an extensive programme of market intelligence since Q1 2004 </li></ul><ul><li>Total market for L-band voice services is estimated to be $500m with an installed base of around 500,000 = annual ARPU of $1k. </li></ul><ul><li>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] </li></ul><ul><li>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] </li></ul>
    45. 45. BGAN market space (2) <ul><li>Predicting the addressable market for BGAN is challenging </li></ul><ul><ul><li>Market is still emergent </li></ul></ul><ul><ul><li>BGAN is a completely new product proposition </li></ul></ul><ul><ul><li>Slow development to date of terrestrial high-speed mobile data market </li></ul></ul><ul><li>Inmarsat has concluded that BGAN will occupy a unique market position, with only small overlap with other technologies </li></ul>
    46. 46. BGAN market space (3) High Low Portability Data Demand High Low BGAN VSAT 3G MSS Portable HSD
    47. 47. BGAN market space (4) <ul><li>Portable high speed data </li></ul><ul><ul><li>Rapid deployment, highly moveable, stationary during use </li></ul></ul><ul><ul><li>BGAN’s primary market </li></ul></ul><ul><ul><li>Very limited competition within MSS </li></ul></ul><ul><li>Semi-fixed applications </li></ul><ul><ul><li>Transportable but only moved occasionally, </li></ul></ul><ul><ul><li>VSAT services offering high data speeds (up to 4 Mbps) with bulky, expensive equipment </li></ul></ul><ul><ul><li>Possible for BGAN to compete in some circumstances </li></ul></ul>
    48. 48. BGAN market space (5) <ul><li>Fixed </li></ul><ul><ul><li>Never moves – portability is therefore not a factor </li></ul></ul><ul><ul><li>VSAT services offering high data speeds (up to 30Mbps) with equipment costs either the same or lower that BGAN </li></ul></ul><ul><ul><li>Possible for BGAN to compete in very limited circumstances </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Consumer and business voice and low speed data services </li></ul></ul><ul><ul><li>High levels of competition from cellular and MSS handheld </li></ul></ul><ul><ul><li>BGAN cannot compete directly as not truly mobile </li></ul></ul><ul><ul><li>Voice traffic will be an upside from a primarily data sale </li></ul></ul>
    49. 49. BGAN market space (6) <ul><li>On the move/pause </li></ul><ul><li>“ Nomad” </li></ul><ul><li>Up to one week in the same location </li></ul><ul><li>In same location for an extended period </li></ul><ul><li>“ Campus” </li></ul><ul><li>>1 week up to several months </li></ul><ul><li>Permanent installation </li></ul><ul><li>Alternatives are unreliable, low bandwidth, expensive or slow to deploy </li></ul>Portable Semi-fixed Fixed Primary focus Opportunistic sale
    50. 50. BGAN competition A top level view <ul><li>Portable HSD and semi-fixed </li></ul><ul><ul><li>MSS systems, e.g. Thuraya DSL </li></ul></ul><ul><ul><li>Transportable VSAT </li></ul></ul><ul><ul><li>Terrestrial systems, e.g. 3G and WiFi </li></ul></ul><ul><li>Mobile voice and fixed data </li></ul><ul><ul><li>MSS handheld systems </li></ul></ul><ul><ul><li>GSM cellular systems </li></ul></ul><ul><ul><li>Fixed VSAT </li></ul></ul>
    51. 51. BGAN vs. ThurayaDSL Source –Thuraya sales material 4/05 Yes Voice & Fax No A4, 1.6 kg A5 – A4+, between 1 – 2.5 kg Size and weight of UT No Yes TCP/IP accelerator Up to 144 kbps Up to 492 kbps Packet mode data No Yes ISDN at 64 kbps Other services & features No Yes 3G supplementary services No Yes Voicemail > $ 2,000 $ 1,000 – $ 3,500 Cost of user terminal No 32, 64, 128 and 256 kbps Streaming class IP data Ethernet only Ethernet, USB, Bluetooth, WiFi Interfaces ThurayaDSL BGAN Services
    52. 52. BGAN Competitive positioning vs. MSS HSD <ul><li>Seamless global coverage </li></ul><ul><li>Smaller terminal </li></ul><ul><li>Greater ease of use for data </li></ul><ul><li>Higher data rates </li></ul><ul><li>Simultaneous voice available through same terminal </li></ul><ul><li>Simultaneous ISDN and IP data </li></ul>BGAN advantages <ul><li>R-BGAN has similar form and functionality to ThurayaDSL </li></ul>BGAN is equal
    53. 53. BGAN Competitive positioning vs. MSS handheld <ul><li>Better coverage than regional players </li></ul><ul><li>Greater reliability and call quality </li></ul><ul><li>Greater ease of use for data </li></ul><ul><li>High data rates available through same terminal </li></ul><ul><li>IP data with lower volume-based transmission costs </li></ul><ul><li>Ability to serve multiple users </li></ul><ul><li>Non Contact Radiation </li></ul>BGAN advantages <ul><li>Smaller terminal </li></ul><ul><li>Convenient for voice </li></ul>Handheld advantages
    54. 54. BGAN Competitive positioning vs. GSM <ul><li>Seamless global coverage </li></ul><ul><li>More secure connection </li></ul><ul><li>Greater ease of use for data </li></ul><ul><li>High data rates through same terminal </li></ul><ul><li>More cost effective for international roaming </li></ul><ul><li>Ability to replicate office environment in remote locations </li></ul><ul><li>Ability to serve multiple users </li></ul>BGAN advantages <ul><li>Smaller terminal </li></ul><ul><li>Easy to use </li></ul><ul><li>High level of market awareness </li></ul>GSM advantages
    55. 55. BGAN vs. transportable VSAT
    56. 56. BGAN vs. transportable VSAT * Requires the successful launch of all three I-4 satellites, F3 to be determined in due course. Many regional satellites support this service. A service provider would therefore need to liaise with a number of satellite operators should more than a regional coverage be needed *3 Number of satellites Suitcase terminal, 39 kg A5 – A4+, between 1 – 2.5 kg Size and weight of UT Services Coverage and capabilities 9.6 3.1 and at 64 Fax (kbps) 4.8 – 16 4.0 and at 64 Voice (kbps) Regional (fragmented) Q4 2005 – IOR (1/3 of the globe) Q1 2006 – Worldwide (85% of earth’s land mass) *2007 – Global Coverage* Swe-Dish BGAN
    57. 57. BGAN vs. transportable VSAT No Yes GPS No Yes True user terminal mobility Other features Up to 4 Mbps downlink Uplink is however lower Up to 492 kbps Packet Mode Data > $80,000 $ 1,000 – $ 3,500 Cost of user terminal No 32, 64, 128 and 256 kbps Streaming Class IP Data Yes No Susceptibility to weather conditions Services No Yes ISDN Swe-Dish BGAN
    58. 58. BGAN Competitive positioning vs. transportable VSAT <ul><li>Seamless global coverage </li></ul><ul><li>Portable solution and therefore more flexible </li></ul><ul><li>Instant set-up with no technical expertise required </li></ul><ul><li>Cheaper hardware </li></ul><ul><li>Simultaneous voice/ISDN with IP data </li></ul><ul><li>Easier regulatory environment </li></ul><ul><li>Less “niche” </li></ul>BGAN advantages <ul><li>Higher data rates </li></ul><ul><li>“ All you can eat” pricing </li></ul>VSAT advantages
    59. 59. BGAN Competitive positioning vs. 3G Synergy as BGAN multi-user terminals will fill gaps in 3G coverage <ul><li>Seamless global coverage via one network </li></ul><ul><li>Simultaneous ISDN and IP data </li></ul><ul><li>Faster connection speeds </li></ul><ul><li>Secure connection </li></ul><ul><li>Single bill and usage tariff regardless of location </li></ul>BGAN advantages <ul><li>Smaller terminal </li></ul><ul><li>Market awareness </li></ul>3G advantages
    60. 60. Competitive positioning vs. WiFi Synergy as BGAN multi-user terminals will support WiFi <ul><li>Portable solution and therefore more flexible </li></ul><ul><li>Seamless global coverage </li></ul><ul><li>Simultaneous voice available through same terminal </li></ul><ul><li>Simultaneous ISDN and IP data </li></ul><ul><li>Secure connection </li></ul><ul><li>One bill </li></ul><ul><li>Does not require a fixed line </li></ul>BGAN advantages <ul><li>Higher data rates </li></ul><ul><li>Flat-rate pricing </li></ul>WiFi advantages
    61. 61. BGAN Competitive positioning vs. fixed VSAT <ul><li>Seamless global coverage </li></ul><ul><li>Portable solution and therefore more flexible </li></ul><ul><li>Instant set-up with no installation by a technical expert required </li></ul><ul><li>No end user training required </li></ul><ul><li>No set-up costs </li></ul><ul><li>Simultaneous voice or ISDN with IP data </li></ul><ul><li>Easier regulatory environment </li></ul>BGAN advantages <ul><li>Higher data rates </li></ul><ul><li>Hardware often included in airtime package </li></ul><ul><li>“ All you can eat” pricing </li></ul>VSAT advantages
    62. 62. BGAN - market segment Motivation to buy BGAN Target Usage Segment <ul><li>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 </li></ul><ul><li>Maximise lease opportunities </li></ul><ul><li>Attract voice only usage once terminal is purchased/deployed </li></ul>New market opportunity Can compete Main market Voice Only Data/Voice Data Only Fixed Semi-Fixed Portable Mobile
    63. 63. Inmarsat’s “supplier level” competitive advantages <ul><li>Market leader for 25 years with established customer base </li></ul><ul><li>Recognised brand amongst core segments - global coverage, service reliability, GMDSS </li></ul><ul><li>Portfolio to address varying needs </li></ul><ul><li>Global channel presence </li></ul><ul><li>Next generation satellites – one successfully launched and second to be launched shortly; fully funded </li></ul><ul><li>Clear migration path to next generation, high-value services </li></ul>
    64. 64. Your “service level” competitive factors <ul><li>Building loyalty with your SP’s & customers through service enrichments and attractive pricing points </li></ul><ul><li>Understanding of your SP/customer needs </li></ul><ul><li>Knowledge of which solution best fits SP/customers’ needs </li></ul><ul><li>Before and after sales services </li></ul><ul><li>Value-added services </li></ul>
    65. 65. BGAN Unleashing The Power Of The Demonstration
    66. 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. 67. BGAN Pricing Creating The Best Packages to Attract The Right Customers
    68. 68. BGAN offers value for money not just commodity units <ul><li>The feature richness of BGAN should always be sold over and above the actual cost of a minute or megabyte </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul>
    69. 69. BGAN pricing strategy - core positioning <ul><li>High-speed mobile data with voice </li></ul><ul><li>Unique – BGAN is a leader, not a follower </li></ul><ul><li>A premium service </li></ul><ul><li>Still largely a multi-niche play </li></ul><ul><li>Need to move focus away from price to overall value </li></ul><ul><ul><li>BGAN is a superior integrated product offering based on reliability, performance, ubiquitous coverage, security, portability and flexibility </li></ul></ul>
    70. 70. Voice service pricing <ul><li>Very competitive voice price </li></ul><ul><li>Target end user price <$1 per-minute </li></ul><ul><li>Good channel margins </li></ul>
    71. 71. Voice < $1 per minute Target end-user price Per minute Pricing unit Direct dial service, 4kbps Product description <ul><li>Encourage take-up within new segments </li></ul><ul><li>Increase ARPU among existing customers </li></ul><ul><li>Compete more effectively against other MSS players </li></ul>Pricing objectives All Target sectors Baseline product Product positioning
    72. 72. Standard IP All Target sectors To be defined Target end-user price Per MB & end user packages Pricing unit Background class, contended service up to 492 kbps Product description <ul><li>Encourage take-up within new market segments </li></ul><ul><li>Stimulate increased penetration and usage within existing market segments </li></ul>Pricing objectives Baseline product Product positioning
    73. 73. Premium IP <ul><li>Primarily: </li></ul><ul><li>Government </li></ul><ul><li>Broadcast Media </li></ul>Target sectors To be defined Target end-user price Per minute Pricing unit Streaming class 32, 64, 128, 256 kbps (symmetric at launch) Product description Maximise value extracted for superior service level Pricing objectives Premium product Product positioning
    74. 74. ISDN Link To be defined Target end-user price Per minute Pricing unit One 64 kbps “Bearer” channel Only available on one device at launch Product description Minimise revenue cannibalisation as existing GAN customers switch to BGAN Pricing objectives <ul><li>Primarily: </li></ul><ul><li>Government </li></ul><ul><li>Broadcast Media </li></ul>Target sectors Legacy product, providing smooth migration path to IP Product positioning
    75. 75. BGAN Packages – What are they? <ul><li>Standard pricing model for Broadband data, both in fixed line and cellular industries with typically a minimum contract duration. </li></ul><ul><li>Inclusive allowances of Standard IP and Voice for a fixed monthly subscription fee. </li></ul><ul><li>Improved value for increased monthly subscription. </li></ul>
    76. 76. BGAN Packages – Why have them? <ul><li>With high data speeds and increased traffic volumes, paying on a per MByte basis is not always a suitable pricing model. </li></ul><ul><li>End users want fixed costs to avoid ‘bill shock’, as it becomes more difficult to predict usage volumes. </li></ul><ul><li>Benefits to SPs: </li></ul><ul><ul><li>Convert unpredictable usage based revenues to predictable subscription based revenues. </li></ul></ul><ul><ul><li>Minimum contract duration ties users in, allowing opportunity to have an on-going relationship with users. </li></ul></ul><ul><ul><li>Low data prices to change perception of Inmarsat being expensive to broaden market reach for BGAN. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
    77. 77. BGAN Packages – Options for DP’s & SP’s <ul><li>Use standard Inmarsat packages as building blocks to create new retail packages. Improves differentiation and helps to target different market and customer segments. </li></ul><ul><ul><li>Example: </li></ul></ul><ul><ul><li>Inmarsat Standard IP allowances are 20, 100, 750 & 2,000MBs. SPs should fill in the ‘gaps’ with own packages. </li></ul></ul><ul><li>Minimum duration subscription based pricing gives the opportunity to include a subsidy for terminals. </li></ul><ul><li>Ability to create bespoke allowances for individual customers </li></ul>
    78. 78. Package Options <ul><li>Reducing prices in bundles </li></ul><ul><ul><li>Increasing subscription </li></ul></ul><ul><ul><ul><li>Increased access to services </li></ul></ul></ul>           Super Plan      IP Streaming    Voice Allowance       High Plan      Mid Plan     Entry Plan    Basic Postpay    Standard Plan ISDN Standard IP Voice Standard IP Allowance
    79. 79. Pricing: Things You Should Know (1) <ul><li>There is a minimum charge for circuit switched voice, data and streaming data based on a minimum duration </li></ul><ul><li>There is a minimum charge for standard IP data based on data volume </li></ul><ul><li>These minimum charges will apply to each CDR </li></ul><ul><li>If a single call or IP session straddles more than one CDR then the minimum charges may apply more than once to that session </li></ul><ul><li>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. </li></ul>
    80. 80. Pricing: Things You Should Know (2) N/A 10 Kbytes 15 Seconds 15 Seconds 15 Seconds Billing Increments Per unit sent N/A Per Text Message Text Every 2 Mega Bytes or 12 hours 50 Kbytes Per Mega Byte Standard IP Per Hour 30 seconds Per Minute ISDN Per Hour 30 seconds Per Minute Streaming IP Per Hour 30 seconds Per Minute Voice CDR Cut Minimum Charge Billing Unit Service
    81. 81. Regulatory <ul><li>Models </li></ul><ul><ul><li>Status Quo : User obtains licence/visited country </li></ul></ul><ul><ul><li>Service Provider or DP : applies for licence in a country </li></ul></ul><ul><li>Global circulation of terminals </li></ul><ul><ul><li>Only Yemen forbid access to Inmarsat terminals </li></ul></ul><ul><ul><li>Use can be subject to conditions which vary from country to country </li></ul></ul><ul><ul><li>Info in regulatory database </li></ul></ul><ul><ul><li>Support from Inmarsat to obtain terminal licences </li></ul></ul><ul><ul><li>Enforcement currently light </li></ul></ul>
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