Gerlas van den_hoven
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FTTH Conference 2013

FTTH Conference 2013

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Gerlas van den_hoven Gerlas van den_hoven Presentation Transcript

  • Making FTTH tangible! for the end user Gerlas van den Hoven CEO - Genexis
  • Why fiber again? •  High bandwidth •  Symmetric •  Quality of Service •  Low OPEX •  Future proof We know this, right?© Genexis 2013 | All Rights Reserved 2
  • Many operators choose fiber… But how do they actually sell it? “IJburg gets the speed of light. Super fast internet through KPN fiber.”© Genexis 2013 | All Rights Reserved 3
  • Can you tell which one is selling fiber?© Genexis 2013 | All Rights Reserved 4
  • Why would you choose fiber? As a consumer, you don’t have a clue.© Genexis 2013 | All Rights Reserved 5
  • FTTH market in EuropeSource: IDATE, June 2012 Homes passed Homes connected•  31.9 million homes passed•  5.95 million FTTH/B subscribers Only connected•  Average take-up rate of only 18.6% homes count!•  Average growth of 16% © Genexis 2013 | All Rights Reserved 6
  • So… How should we sell FTTH to the end user? If you want to sell something… …you should have something to sell! © Genexis 2013 | All Rights Reserved 7
  • ? ?Why buy a Porsche?© Genexis 2013 | All Rights Reserved 8
  • We are investing in the ‘road’Passive infrastructureWe are selling the specsGigabit speedBut we’re not selling the car!© Genexis 2013 | All Rights Reserved 9
  • Operator aspects Consumer aspects•  CAPEX (Point-to-Point / PON) •  Bandwidth boost•  Network technologies (GPON, AE) •  More services•  OPEX •  More content•  Competition •  No hassle, no manuals All experienced after purchase© Genexis 2013 | All Rights Reserved 10
  • The FTTH network ~ Core router > 102 Access switches > 104 usersCAPEX Low Medium HighOPEX Medium High HighInstallation Low Medium High Largest impact on FTTH business case© Genexis 2013 | All Rights Reserved 11
  • The business case is more than just cost •  The end-user makes the choice! Take-rate •  The end-user creates the content •  The end-user creates the demand •  And of course… pays the bill! Revenue © Genexis 2013 | All Rights Reserved 12
  • The home gateway is the face of FTTH to the end user Why not transform it into a true consumer product?© Genexis 2013 | All Rights Reserved 13
  • What drives consumer choice?Source: Eric Brantner, http://www.seohosting.com/blog/marketing/1.  To fulfill their basic needs! 2.  The value is too good to pass on! 3.  It’s new! 4.  They want to look cool! 5.  They want to make something easier! 6.  To feel safe and secure7.  They want to have fun © Genexis 2013 | All Rights Reserved 14
  • ? ?So again, why buy a Porsche?© Genexis 2013 | All Rights Reserved 15
  • The home gateway through the eyes of the consumer Functionality Usability Design Marketing Does it work? Is it easy to use? Does it look good? Do I want to buy it? ? How today’s gateway scores:© Genexis 2013 | All Rights Reserved 16
  • The home gateway can be much more than that grey box that converts the optical signal Functionality Usability Design Marketing© Genexis 2013 | All Rights Reserved 17
  • FTTH - what’s happening in the home? RG Services to the end user NT Termination of the optical network (AE/GPON) FTU Termination and management of the optical fiber© Genexis 2013 | All Rights Reserved 18
  • Matching with today’s home gateway FTU NT RG Does this do the job? Would you buy it?© Genexis 2013 | All Rights Reserved 19
  • Hybrid – A new approach to the home gateway FTU NT RG ✔   CAPEX ✔   Network technologies (GPON, AE) ✔   OPEX ✔   Competition© Genexis 2013 | All Rights Reserved 20
  • Make it really easy for the user Functionality Just click it on! Usability Design Nominated for 2012 Dutch Design Award Marketing ?© Genexis 2013 | All Rights Reserved 21
  • Remember the phone? Let’s give the user the element of choice © Genexis 2013 | All Rights Reserved 22
  • Live! Scala Let the user make the choice© Genexis 2013 | All Rights Reserved 23
  • The marketing model classify the consumer Gamer Triple play Dual WiFi Full Gigabit USB 3.0 Family Aluminium finishing Triple play + WiFi 100 Mbit+ Beginner USB Triple play Multiple colors 100 Mbit© Genexis 2013 | All Rights Reserved 24
  • FTTH, we make the choice!© Genexis 2013 | All Rights Reserved 25
  • © Genexis 2013 | All Rights Reserved