ericsson in the volvo ocean race 2008-09 when technology meets water
The Volvo Ocean Race 2008-09 <ul><li>Everything you need to know about the race… in 7 points… </li></ul><ul><li>The Volvo ...
Ericsson and Volvo Ocean Race <ul><li>Volvo Ocean Race asked Ericsson to build their next generation cloud based multimedi...
Audience Main users identified Sailor Wannabe Professional Sailor Invited CEO Young Enthusiast Local Customer Journalist
A living case study Volvo Ocean Race <ul><li>HD </li></ul><ul><li>Mobile </li></ul><ul><li>Convergence </li></ul><ul><li>”...
3 screens –  web mobile iptv
LIVE TV LIVE TV REPLAY TV
google earth/oceans
Game
Facebook
Multi-View Web
PUMA iphone app <ul><li>One stop shop </li></ul><ul><ul><li>You tube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul>...
Twitter
insights...
Paradigm Shift
API Driven Delivery MSDP IPTV CTK VOR CMS MTV Drutt Rendering Drutt  API XML RSS (News, Standings, Teams, Videos, Rating, ...
One Multi-View Community Solution MSDP IPTV CTK VOR CMS MTV Drutt Rendering Drutt  API XML RSS (News, Standings, Teams, Vi...
and their “rule book 1-10” the team Unique Experience Common Delivery Strong Business
embrace passion empower competence 1
define success not details 2
Invest in people not products people make products valuable 3
the team decides how understand the journey, not the answer 4
“ GET OUT OF MY WAY” my business case doesn’t support obstacles 5
“ EMBRACE FAILURE” fail as quickly as possible 6
if you need a meeting it probably isn’t worth doing 7
never outsource an answer only a solution 8
For every $10 invested spend $9 on what people can see 9
experience = money 10
thou needs to know somebody else since “somebody else” is always going to do it 11
In summary – we believe  focus on people, experience, production then allow technology to work its magic unique experience...
thank you and welcome on board…
geoff hollingworth head of IP services strategy, north america welcome onboard
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Cloud Based Innovation

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Volvo Ocean Race asked Ericsson to build their next generation cloud based multimedia strategy and race delivery. They asked us to define the audience, put the race where the audience already is
and innovate to build new value.

We delivered more than committed, for under budget, see what we did and what we learned

Read the Innovation Rule Book 1-10

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  • The VO70 is faster and more furious to sail than its predecessor the VO60. Even in the lightest winds its a wet ride with these boats since they are traveling faster than the wind and the waves. The swing keel construction allows more sail area which means more power to drive the boat forward faster. 103 feet (31m) high mast powered by &gt;500 sqm sail area. ABN TWO broke the 24 hour run record in 2005-06 with 563 nautical miles/24 hours. An avarage speed of 23-24 knots. VO70 version 2 main characteristics: Length overall 21.5m Beam 5.7m Draft 4.5m Mainsail area 175m² Headsail area 140m² Max. spinnaker area 500m² Mast height 31.5m² Weight 13,860kg to 14,000kg Keel &amp; fin bulb 7,400 kg maximum
  • We will deliver video everywhere, at the in port race we will deliver live interactive production through IPTV, mobile, in addition to existing planned TV and web broadcast. We will deliver mobile community services to VOR main, potentially the syndicates, key sponsors and operators who want to engage with us. We will integrate into the core of the VOR media team to enable convergence at the foundational media level All of this needs to be packaged into a sales push. The purpose of the event is that the solutions can be resold to interested parties as the race executes. Feedback is welcome. Planning is started to ensure sales material and sales alignment is secured. Web is done by a separate company and not our responsibility, but we have a close co-operation to secure that the user will feel comfortable with a similar user experience accross the screens.
  • We will deliver video everywhere, at the in port race we will deliver live interactive production through IPTV, mobile, in addition to existing planned TV and web broadcast. We will deliver mobile community services to VOR main, potentially the syndicates, key sponsors and operators who want to engage with us. We will integrate into the core of the VOR media team to enable convergence at the foundational media level All of this needs to be packaged into a sales push. The purpose of the event is that the solutions can be resold to interested parties as the race executes. Feedback is welcome. Planning is started to ensure sales material and sales alignment is secured. Web is done by a separate company and not our responsibility, but we have a close co-operation to secure that the user will feel comfortable with a similar user experience accross the screens.
  • We will deliver video everywhere, at the in port race we will deliver live interactive production through IPTV, mobile, in addition to existing planned TV and web broadcast. We will deliver mobile community services to VOR main, potentially the syndicates, key sponsors and operators who want to engage with us. We will integrate into the core of the VOR media team to enable convergence at the foundational media level All of this needs to be packaged into a sales push. The purpose of the event is that the solutions can be resold to interested parties as the race executes. Feedback is welcome. Planning is started to ensure sales material and sales alignment is secured. Web is done by a separate company and not our responsibility, but we have a close co-operation to secure that the user will feel comfortable with a similar user experience accross the screens.
  • The VO70 is faster and more furious to sail than its predecessor the VO60. Even in the lightest winds its a wet ride with these boats since they are traveling faster than the wind and the waves. The swing keel construction allows more sail area which means more power to drive the boat forward faster. 103 feet (31m) high mast powered by &gt;500 sqm sail area. ABN TWO broke the 24 hour run record in 2005-06 with 563 nautical miles/24 hours. An avarage speed of 23-24 knots. VO70 version 2 main characteristics: Length overall 21.5m Beam 5.7m Draft 4.5m Mainsail area 175m² Headsail area 140m² Max. spinnaker area 500m² Mast height 31.5m² Weight 13,860kg to 14,000kg Keel &amp; fin bulb 7,400 kg maximum
  • We will deliver video everywhere, at the in port race we will deliver live interactive production through IPTV, mobile, in addition to existing planned TV and web broadcast. We will deliver mobile community services to VOR main, potentially the syndicates, key sponsors and operators who want to engage with us. We will integrate into the core of the VOR media team to enable convergence at the foundational media level All of this needs to be packaged into a sales push. The purpose of the event is that the solutions can be resold to interested parties as the race executes. Feedback is welcome. Planning is started to ensure sales material and sales alignment is secured. Web is done by a separate company and not our responsibility, but we have a close co-operation to secure that the user will feel comfortable with a similar user experience accross the screens.
  • RNAM 2012 Sales Summit - Cloud Program RNAM IP Services Strategic Growth Strategy DRAFT RNAM Cloud Strategy DRAFT RNAM IP Services Strategic Growth Strategy DRAFT RNAM Cloud Strategy DRAFT RNAM Cloud Strategy DRAFT 2011-10-04
  • Cloud Based Innovation

    1. 1. ericsson in the volvo ocean race 2008-09 when technology meets water
    2. 2. The Volvo Ocean Race 2008-09 <ul><li>Everything you need to know about the race… in 7 points… </li></ul><ul><li>The Volvo Ocean Race is the established jewel in the elite field of international yacht racing </li></ul><ul><li>Established in 1973 as the Whitbread Round The World Race </li></ul><ul><li>Professional teams racing high-tech, ultra high performance 70 foot yachts in the world’s harshest sporting environment </li></ul><ul><li>Runs every three years </li></ul><ul><li>33,000 miles and around 9 months of racing </li></ul><ul><li>Visits around 10 major ports around the world </li></ul><ul><li>It attracts corporate sponsors from some of the biggest brands in the world </li></ul><ul><ul><li>ABN AMRO, Disney, Ericsson, PUMA, Heineken, movistar… </li></ul></ul>
    3. 3. Ericsson and Volvo Ocean Race <ul><li>Volvo Ocean Race asked Ericsson to build their next generation cloud based multimedia strategy and race delivery. </li></ul><ul><li>Define the audience </li></ul><ul><li>Put the race where the audience already is </li></ul><ul><li>Innovate to build new value </li></ul><ul><li>We delivered more than committed, for under budget, see what we did and what we learned… </li></ul>Read the Innovation Rule Book 1-10
    4. 4. Audience Main users identified Sailor Wannabe Professional Sailor Invited CEO Young Enthusiast Local Customer Journalist
    5. 5. A living case study Volvo Ocean Race <ul><li>HD </li></ul><ul><li>Mobile </li></ul><ul><li>Convergence </li></ul><ul><li>” Never Leave the Race” </li></ul>Live TV during in-port race Race Info, Position Data Advertising Vod, PodCast Interactivity
    6. 6. 3 screens – web mobile iptv
    7. 7. LIVE TV LIVE TV REPLAY TV
    8. 8. google earth/oceans
    9. 9. Game
    10. 10. Facebook
    11. 11. Multi-View Web
    12. 12. PUMA iphone app <ul><li>One stop shop </li></ul><ul><ul><li>You tube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Plus the race of course… </li></ul></ul><ul><ul><li>Uses same Ericsson system as VOR </li></ul></ul><ul><ul><li>Find on appstore </li></ul></ul>
    13. 13. Twitter
    14. 14. insights...
    15. 15. Paradigm Shift
    16. 16. API Driven Delivery MSDP IPTV CTK VOR CMS MTV Drutt Rendering Drutt API XML RSS (News, Standings, Teams, Videos, Rating, Comments) RSS (News, Standings, Teams, Videos, Rating, Comments) VoD Server VoD Server Mobile Portal <ul><li>Volvo Ocean Race </li></ul><ul><li>News </li></ul><ul><li>Pictures </li></ul><ul><li>Videos </li></ul><ul><li>Standings </li></ul>Community Creation Tool Unique Experience Common Delivery Strong Business Streaming Servers <ul><li>In Port Race </li></ul><ul><li>Live Feeds </li></ul><ul><li>Recorded HD material </li></ul>www.volvooceanrace.org Web Embedded Community Widgets
    17. 17. One Multi-View Community Solution MSDP IPTV CTK VOR CMS MTV Drutt Rendering Drutt API XML RSS (News, Standings, Teams, Videos, Rating, Comments) RSS (News, Standings, Teams, Videos, Rating, Comments) VoD Server VoD Server Mobile Portal <ul><li>Volvo Ocean Race </li></ul><ul><li>News </li></ul><ul><li>Pictures </li></ul><ul><li>Videos </li></ul><ul><li>Standings </li></ul>Community Creation Tool Streaming Servers <ul><li>In Port Race </li></ul><ul><li>Live Feeds </li></ul><ul><li>Recorded HD material </li></ul>www.volvooceanrace.org Web Embedded Community Widgets production Unique Experience Common Delivery Strong Business
    18. 18. and their “rule book 1-10” the team Unique Experience Common Delivery Strong Business
    19. 19. embrace passion empower competence 1
    20. 20. define success not details 2
    21. 21. Invest in people not products people make products valuable 3
    22. 22. the team decides how understand the journey, not the answer 4
    23. 23. “ GET OUT OF MY WAY” my business case doesn’t support obstacles 5
    24. 24. “ EMBRACE FAILURE” fail as quickly as possible 6
    25. 25. if you need a meeting it probably isn’t worth doing 7
    26. 26. never outsource an answer only a solution 8
    27. 27. For every $10 invested spend $9 on what people can see 9
    28. 28. experience = money 10
    29. 29. thou needs to know somebody else since “somebody else” is always going to do it 11
    30. 30. In summary – we believe focus on people, experience, production then allow technology to work its magic unique experience common delivery strong business
    31. 31. thank you and welcome on board…
    32. 32. geoff hollingworth head of IP services strategy, north america welcome onboard

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