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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)



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)