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Zylstrategy Presentation Smart Connection (Rail Asia, Singapore, November 2007)
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Zylstrategy Presentation Smart Connection (Rail Asia, Singapore, November 2007)

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Presentation focuses upon "Smart Connection", the leading wireless implementation project at Dutch Rail.

Presentation focuses upon "Smart Connection", the leading wireless implementation project at Dutch Rail.

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    Zylstrategy Presentation Smart Connection (Rail Asia, Singapore, November 2007) Zylstrategy Presentation Smart Connection (Rail Asia, Singapore, November 2007) Presentation Transcript

    • “Smart Connection”: Connection”: How Mobility Changes the Business Model for Rail Operators. Presentation for Asia Rail 2007, Singapore, November 14th, 2007 Paul Diercks, Mobility Director, NS Dutch Railways Pieter Zylstra, Director, Zylstrategy / Principal Consultant, Orange Business Services AsiaPac
    • Agenda for Today • Quick Background Dutch Rail • Why Are Rail Companies Adopting Mobility Transformation? • Our Vision: “Smart Connection” • Proven Business Model: quot;Multi-Service, Multi-Operatorquot; • First Global Nationwide Mobility Roll-Out: Lessons Learned… • Monetizing Your Assets: How to Get Telcos to pay for Communicating Trains? • Future: Rail Companies as the next Mobile Operators
    • Dutch Rail (NS) – a birds eye view 1.300.000 travellers each day 5.000 active trains per day < 400 stations (1.417 shops) 10.000 employees ‘on the move’ > 80.000 internet requests each day
    • “Enriched” Connection is a Challenge • Wide Geographical Spread • 400 Stations • Thousand Kms of Tracks • Complex IT Environment • Fixed Objects (Stations) • Moving Objects (Trains) • Employees on the move • Clients on the go • Business Critical IT Environment • 24 x 7 • Highly Secure till Very Open • Logistic requirements
    • Why Are Rail Companies Adopting Mobility Transformation?
    • Fact: Rise of International Terrorism Need: New Security Measures
    • Fact: Traffic Jams Need: Provide incentives to take the train!
    • Fact: Trains belong on the tracks, not in repair shops Need: Condition-Based Maintenance
    • Fact: Rail is Dynamic & Changing Environment Need: Real-time Communication Tools
    • Q: How to distribute information real-time? A: Deploy Context-Aware Mobility Platform
    • Vision: Smart Connection How can a rail operator capture this Over 2 billion mobile market potential? users worldwide. Disruptive mobile technologies creating Innovative business models New value chains Employees, Rolling Stock Dutch Rail ideal emerging and Passengers want ‘partner-of-choice’ “Anywhere, Anytime” Communications
    • Strategy NS: “Multi-Service, Multi-Operator” Smart Connection Unified Architecture For Employees & Travellers on Stations and in Trains
    • Smart Connection Deployment – 2007-2009 ... and Elsewhere ...to Trains... From Stations... Fixed / Mobile Context- Aware Applications: • On stations 1500 Connected Trains: • In workshops • Narrow-casting • In offices • Internet connectivity • At home 80 Connected Stations: • On-line trip info • 10.000 Internal Users • Remote Diagnosis • Public internet use
    • Smart Connection Business Model Employees Train Increased Productivity Infotainment & Real-time and Multi-skilled Asset Management Workforce Passengers Station New Mobility Services and Improved Convenience, Loyalty / Yield Safety & Security Management
    • Monetizing Your Assets: NS TV
    • Lessons Learned… (1) • Infrastructure challenges • WiFi infrastructure at stations Coverage • Secure workforce access Authentication • High user load in specific locations Redundancy / Failover • Complete roll-out to 50 stations in less than 6 months Scalability • System stability Support & monitoring • New network / device support Future-proof • Staff-related challenges • Schedule changes Impact on Unions • Unauthorized applications Lock-down capabilities • Education & helpdesk Easiness of use • Fall-back procedures • If device data gets lost Self-healing capabilities • If Wi-Fi networks is down Alternate sync capabilities
    • Lessons Learned… (2) • Organizational Challenges • Focus Change Process: Mobility is not a typical IT implementation! Rail = 30 years, IT = 3 years, mobility = 3 months! • Bring customer intimacy at totally new levels: Manage & Monitor customer behavior on an ongoing-basis • Partner-model brings new business models, almost on a daily basis! • Joint ventures can be a tool to boost time to market, yet needs careful management. • Start with the platform and basic services; from that position start growing • First Wave: Rail/Transportation, Second Wave: Retail, Third Wave: Mobile (Virtual) Network Operator
    • Summary
    • “Thank you for your attention! Any questions? Presentation for Asia Rail 2007, Singapore, November 14th, 2007 Please contact us for more information: Paul Diercks, M: 31886711688, E: paul.diercks@ns.nl Pieter Zylstra, M: +62 81337735008, E: zylstra@hotmail.com
    • Global Mobility@Rail Expert Pieter K. Zylstra is owner/founder of Zylstrategy Ltd, with offices in Europe and AsiaPac. We provide strategy mobility consultancy to public transport companies worldwide. Ex-Capgemini Global Mobility Leader. Associate Principal Consultant Orange Business Services, AsiaPac. Please contact us for more information at zylstra@hotmail.com. Selected references: Design & Build World Largest WiFi@Rail Testbed (2003-2005) On Board Communications Strategy High Speed Alliance (2004-2006) Strategy & PMO World Largest Mobility Roll-out (2004-2006): 10K employees, 1M passengers, 50 stations, 1500 carriages WiFi@Stations Business Case (2006) Mobility Workshops + Mobility Annex for FGW Bid (2005) Mobility Strategy Stockholm Bus & Metro (2006-2007)