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 p...
Many operators choose fiber… But how do they actually sell it?       “IJburg gets the speed of light.        Super fast int...
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                      ...
FTTH market in EuropeSource: IDATE, June 2012                                Homes passed   Homes connected•  31.9 million...
So…                                                     How should we sell                     FTTH to the end user?      ...
?   ?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!© G...
Operator aspects                             Consumer aspects•  CAPEX (Point-to-Point / PON)              •  Bandwidth boo...
The FTTH network                                        ~ Core router   > 102 Access switches    > 104 usersCAPEX         ...
The business case is       more than just cost     •  The end-user makes the choice!            Take-rate     •  The end-u...
The home gateway is                                        the face of FTTH to the                                        ...
What drives consumer choice?Source: Eric Brantner, http://www.seohosting.com/blog/marketing/1.  To fulfill their basic need...
?   ?So again, why buy a Porsche?© Genexis 2013 | All Rights Reserved             15
The home gateway through the eyes of the consumer  Functionality                            Usability              Design ...
The home gateway can be         much more than that grey box         that converts the optical signal      Functionality  ...
FTTH - what’s happening in the home?                                              RG   Services to the end user           ...
Matching with today’s home gateway                         FTU                    NT             RG                       ...
Hybrid – A new approach to the home gateway                         FTU                        NT   RG     ✔	          CAP...
Make it really easy for the user                                                                              Functionalit...
Remember the phone?                           Let’s give the user                         the element of choice           ...
Live! Scala                                        Let the user make the choice© Genexis 2013 | All Rights Reserved       ...
The marketing model  classify the consumer                                                                                ...
FTTH, we make the choice!© Genexis 2013 | All Rights Reserved                                25
© Genexis 2013 | All Rights Reserved
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Gerlas van den_hoven

  1. 1. Making FTTH tangible! for the end user Gerlas van den Hoven CEO - Genexis
  2. 2. Why fiber again? •  High bandwidth •  Symmetric •  Quality of Service •  Low OPEX •  Future proof We know this, right?© Genexis 2013 | All Rights Reserved 2
  3. 3. 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
  4. 4. Can you tell which one is selling fiber?© Genexis 2013 | All Rights Reserved 4
  5. 5. Why would you choose fiber? As a consumer, you don’t have a clue.© Genexis 2013 | All Rights Reserved 5
  6. 6. 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
  7. 7. 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
  8. 8. ? ?Why buy a Porsche?© Genexis 2013 | All Rights Reserved 8
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. ? ?So again, why buy a Porsche?© Genexis 2013 | All Rights Reserved 15
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Matching with today’s home gateway FTU NT RG Does this do the job? Would you buy it?© Genexis 2013 | All Rights Reserved 19
  20. 20. Hybrid – A new approach to the home gateway FTU NT RG ✔   CAPEX ✔   Network technologies (GPON, AE) ✔   OPEX ✔   Competition© Genexis 2013 | All Rights Reserved 20
  21. 21. 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
  22. 22. Remember the phone? Let’s give the user the element of choice © Genexis 2013 | All Rights Reserved 22
  23. 23. Live! Scala Let the user make the choice© Genexis 2013 | All Rights Reserved 23
  24. 24. 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
  25. 25. FTTH, we make the choice!© Genexis 2013 | All Rights Reserved 25
  26. 26. © Genexis 2013 | All Rights Reserved
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