“Smart            Connection”:
                  Connection”:
How Mobility Changes the Business
Model for Rail Operators.
...
Agenda for Today


• Quick Background Dutch Rail
• Why Are Rail Companies Adopting Mobility Transformation?
• Our Vision: ...
Dutch Rail (NS) – a birds eye view




         1.300.000   travellers each day

             5.000   active trains per da...
“Enriched” Connection is a Challenge


                            • Wide Geographical Spread
                            ...
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 pot...
Strategy NS: “Multi-Service, Multi-Operator”




                  Smart Connection
                   Unified Architectur...
Smart Connection Deployment – 2007-2009


                                                        ... and Elsewhere

     ...
Smart Connection Business Model




                                                                   Employees
  Train

...
Monetizing Your Assets: NS TV
Lessons Learned… (1)


 • Infrastructure challenges
    •   WiFi infrastructure at stations   Coverage
    •   Secure work...
Lessons Learned… (2)


   • Organizational Challenges
      • Focus Change Process: Mobility is not a typical IT implement...
Summary
“Thank  you for
your attention!


Any questions?
Presentation for Asia Rail 2007, Singapore, November 14th, 2007

Please c...
Global Mobility@Rail Expert

Pieter K. Zylstra is owner/founder of Zylstrategy Ltd, with offices in Europe
and AsiaPac. We...
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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.

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

  1. 1. “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
  2. 2. 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
  3. 3. 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
  4. 4. “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
  5. 5. Why Are Rail Companies Adopting Mobility Transformation?
  6. 6. Fact: Rise of International Terrorism Need: New Security Measures
  7. 7. Fact: Traffic Jams Need: Provide incentives to take the train!
  8. 8. Fact: Trains belong on the tracks, not in repair shops Need: Condition-Based Maintenance
  9. 9. Fact: Rail is Dynamic & Changing Environment Need: Real-time Communication Tools
  10. 10. Q: How to distribute information real-time? A: Deploy Context-Aware Mobility Platform
  11. 11. 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
  12. 12. Strategy NS: “Multi-Service, Multi-Operator” Smart Connection Unified Architecture For Employees & Travellers on Stations and in Trains
  13. 13. 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
  14. 14. 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
  15. 15. Monetizing Your Assets: NS TV
  16. 16. 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
  17. 17. 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
  18. 18. Summary
  19. 19. “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
  20. 20. 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)

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