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Cinterion – LATAM
M2M Business


Leveraging Product Business to Smoothly
Migration Toward a Sustainable Service Business

...
Wireless Modules and Machine to Machine Applications


            Who, What, Where and Why

            Module Business

...
ITS: Intelligent Transportation Systems
 Examples of ITS solutions that can be deployed quickly and cost-effectively inclu...
Value Added Services




                  Feb-09
Page 4                          Luciano Cesar Alakija Palma             ...
Business Case Analysis
         Mobile Media Solution
             Capturing market potential in Brazil 2010 - 2014

     ...
Presentation Overview


                         Introduction
Introduction

                               Proposed action...
Introduction

                         Proposed Action
Introduction
                        Growth solution business by of...
Introduction

                         Business objectives and motivation
Introduction
                          To genera...
Introduction

                         Opportunities
Introduction
                               To increase relationship ...
Methods

                         Scope and boundaries of the case
Introduction
                         Time
Methods

   ...
Methods

                         Scenarios analyzed
Introduction
                      1. Intra-cities (Urban) – Probable...
Methods

                          Major assumptions
Introduction
                                Implementation begins mi...
Methods

                         Cost model
Introduction
                               Cost impacts                     ...
Methods

                         Rationale for benefits
Introduction
                          Sales and Marketing Object...
Methods

                         Data Sources
Introduction

Methods

Projections

Risks & Sensitivity

Recommendations &
...
Methods

                         Data Sources – Last Tri-month Indicator
Introduction

Methods

Projections

Risks & Sens...
Methods

                         Data Sources
Introduction
                                             ABRATI Quantitati...
Projections




                   Feb-09
Page 18                     Luciano Cesar Alakija Palma                  Technic...
Risks & Sensitivity

                          Low financial risks since infrastructure
                          is part ...
Reccomendations & Conclusions

                      Based on the niche market potential of this Mobile Media
Introduction...
Contact

          Cinterion
          Wirless Modules GmbH

             Address: R. Werner Siemens, 111, São Paulo


   ...
The M2M One Solution
          SIM Management

           Features: SIM Management

              Worldwide coverage
     ...
The M2M One Solution
          Application & Server

            Application Server                                 User
 ...
BACKUP

          BACKUP




          Feb-09
Page 24            Luciano Cesar Alakija Palma                   Technical S...
Goiânia Project




                                                                                                      ...
BACKUP




          Feb-09
Page 26            Luciano Cesar Alakija Palma                  Technical Sales / Latin Americ...
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Midia Movel Bc Open.Ppt

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The open version of the BC presentation made to Cinterion managemnt team. M2M solution business is still an opportunity to become reality and revenues soon!

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Midia Movel Bc Open.Ppt

  1. 1. Cinterion – LATAM M2M Business Leveraging Product Business to Smoothly Migration Toward a Sustainable Service Business © Cinterion Wireless Modules GmbH 2008, All rights reserved
  2. 2. Wireless Modules and Machine to Machine Applications Who, What, Where and Why Module Business M2M One Solution Business Contact Feb-09 Page 2 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION
  3. 3. ITS: Intelligent Transportation Systems Examples of ITS solutions that can be deployed quickly and cost-effectively include Volvo System based on Cinterion Module • traffic light synchronization, • incident detection and management systems, • advanced traveler information including real-time traffic, transit, weather, • work zone and parking information, • electronic tolling, ramp metering, • electronic border crossing systems, • weigh-in-motion truck inspections and commercial vehicle information, • vehicle-to-vehicle and vehicle-to-roadside communications • smart transit systems with signal prioritization, electronic fare collection, automated vehicle location and computer-aided dispatch, and vehicle automation systems for Bus Rapid Transit. Feb-09 Page 3 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION
  4. 4. Value Added Services Feb-09 Page 4 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION
  5. 5. Business Case Analysis Mobile Media Solution Capturing market potential in Brazil 2010 - 2014 By Luciano Cesar Alakija Palma – Technical Sales Team For LATAM Management Meeting / Brazil 04 February 2009 Feb-09 Page 5 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION
  6. 6. Presentation Overview Introduction Introduction Proposed action Methods Business objectives and motivation Projections Opportunities threats & constraints Risks & Sensitivity Methods Recommendations & Conclusions Scope and boundaries of the case Contact Scenarios analyzed Major assumptions Cost model Rationale for benefits Projections 2010 - 2014 Risks & Sensitivity Recommendations & Conclusions Contact Feb-09 Page 6 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  7. 7. Introduction Proposed Action Introduction Growth solution business by offering ITS / VAS to bus manufactures Methods and intra/inter city transport bus companies starting from Brazil. Projections Interactivity Entertainment & Communities Information Risks & Sensitivity Pools/Multimedia downloads Soap opera scenes/ soccer/video clips Weather Forecast Recommendations & Mobile Shopping Internet platforms (app sharing), Joost Latest News Conclusions “Remote Control” In bus advertisement /communities Travel distance/time Contact mobile interface, end customer/passenger VAS Web interface, Sends information and content from display/camera straight to any end customer (mobile) user / passenger. Security GPS camera LCD Application Traffic Mobile display & Server 3G Terminal Network Internet Management Machine ITS Sends settings, content schedule, remote updates over the air Feb-09 Page 7 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  8. 8. Introduction Business objectives and motivation Introduction To generate revenues from (high margin) services business Methods – According to 3P program: Minimum Margins >45% Projections To create cross segment references from one single project Risks & Sensitivity – Automotive, security, tracking and trace, payment (Bus is a POS!!) Recommendations & To sell high speed (“cost”) modules for high speedy applications Conclusions Contact To exercise the integrative role with new partners (HW, SW , services and operators) Modeling Partnerships Capture business opportunities in events that require transportation with special service buses – Sport: Soccer World Cup 2014, national/regional championships, – Political: International meetings, forums (Curitiba Trial) – Regular rented transportation from/to home to/from work(“fretado”) To participate/focus on the ITS solution market – Vehicular Communications System provider – The business development (started in 2007) of this solution is now mature with tech/market/commercial know how in-house Feb-09 Page 8 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  9. 9. Introduction Opportunities Introduction To increase relationship with bus manufactures, vehicular Methods communication systems suppliers and other participants in the Projections automotive value chain Risks & Sensitivity To increase know how about the services offered by Recommendations & transportation companies (intra/inter cities bus, taxi) Conclusions To enrich the company with new business models Contact To capture unexplored opportunities in a growing technology dependent market (Intelligent Transportation Systems) Possibility of media revenue sharing in the future with operators and content generators advertising/brand revenues Threats & constraints Reduced team to deal with product and solution business Short range lower cost technologies (WiFi) already in place – But not well accepted and not able to transmit “on the move”! Feb-09 Page 9 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  10. 10. Methods Scope and boundaries of the case Introduction Time Methods Analysis period: Jan 2010 – Dec 2014 Projections Focus Risks & Sensitivity Bus Market / travels Recommendations & Conclusions Information / Media Mobility Contact Organizations impacted Technical Sales M2M R&D Sales HW, SW and Services partners Geography Cinterion Brazil/LATAM Cinterion South Africa Cinterion HQ Feb-09 Page 10 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  11. 11. Methods Scenarios analyzed Introduction 1. Intra-cities (Urban) – Probable 12 cities for World Cup 2014 Methods Assumes the solution implemented in bus for up to 75km distances Projections Main market is the urban bus. Risks & Sensitivity 2. Inter-cities Recommendations & Conclusions Assumes the solution implemented in buses for distances > 75km. Contact Cup Cities Source Points Of Sales Hit rate - y1 Hit rate - y2 Hit rate - y3 Hit rate - y4 Hit rate - y5 Belo Horizonte ANP 2823 42 127 254 423 847 Brasilia pessoal 2400 36 108 216 360 720 Curitiba ANP 1364 20 61 123 205 409 Fortaleza ANP 1584 24 71 143 238 475 Goiania pessoal 1471 22 66 132 221 441 Manaus ANP 1342 20 60 121 201 403 Natal ANP 691 10 31 62 104 207 Porto Alegre ANP 1572 24 71 141 236 472 Recife ANP 1082 16 49 97 162 325 Rio de Janeiro ANP 7340 110 330 661 1101 2202 Salvador ANP 2322 35 104 209 348 697 São Paulo ANP 13144 197 591 1183 1972 3943 Intercity + Rented (quot;fretadosquot;) ANTT 80766 2019 6057 12115 20192 40383 Total 117901 2576 7729 15457 25762 51524 Rate Real/Euro 3,01715 Incremental 2576 5152 10305 15457 36066 Intracity Hit rate 30% Penetration - yoy 5% 15% 30% 50% 100% Intercity Hit rate 50% Feb-09 Page 11 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  12. 12. Methods Major assumptions Introduction Implementation begins mid-January 2010 Methods HW, SW and Services business model from Goiania Offer: Projections – 1500 buses Risks & Sensitivity – EUR 8mio (1st year) + EUR 14mio (from 2nd to 5th year) = EUR 22mio Recommendations & Initial focus on Premium Services Conclusions Total Basic Complementary Premium Contact Empresa Denominação Services Services Services Service AUTO VIACAO 1001 LTDA 30 16 4 10 AUTO VIACAO CATARINENSE LTDA. 74 33 13 13 BEL - TOUR TURISMO E TRANSPORTES LTDA. 17 8 2 7 BRASIL SUL LINHAS RODOVIARIAS LTDA. 14 3 4 7 CIA. SAO GERALDO DE VIACAO 111 79 28 14 EMPRESA AUTO VIACAO PROGRESSO S/A 50 30 7 13 EMPRESA DE ONIBUS NOSSA SENHORA DA PENHA S/A 65 38 25 6 EMPRESA GONTIJO DE TRANSPORTES LTDA. 125 87 29 9 EXPRESSO GUANABARA S/A. 72 39 25 7 NACIONAL EXPRESSO LTDA 49 25 18 6 PLUMA CONFORTO E TURISMO S/A 58 36 12 10 REAL EXPRESSO LTDA 53 29 16 8 REUNIDAS S/A - TRANSPORTES COLETIVOS 76 48 20 9 TRANSBRASILIANA - TRANSPORTES E TURISMO LTDA. 106 56 16 35 UNIAO TRANSPORTE INTERESTADUAL DE LUXO S/A (UTIL) 64 23 9 31 VIACAO AGUIA BRANCA S/A 69 36 18 15 VIACAO COMETA S/A 50 18 13 19 VIACAO GARCIA LTDA. 60 34 17 9 VIACAO ITAPEMIRIM S/A 214 117 79 18 VIACAO SAMPAIO LTDA. 18 8 2 8 Feb-09 Page 12 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  13. 13. Methods Cost model Introduction Cost impacts Mobile Media Life Cycle Phase Methods under all Projections Mobile Media Infrastructure Mobile Media scenarios and Start Up Operational Phase Risks & Sensitivity Year 0 and Year 1 Year 2 toYear 4 Recommendations & • • SW Maintenance costs One-time license - Design SW Conclusions • One-time license - Database SW • Additional SW features/modules Software • One-time license – Admin SW Contact • SW Features/modules • HW Master + Slave purchase Resources • Server system license • Client system (embedded) purchase Hardware • Client system (embedded) purchase • Product Homologation • Initial training • Continuing training Personnel • Designer • SW installation and integration • SW integration services • SIM purchase / air time • Maintenance Services • SIM licenses/ air time Feb-09 Page 13 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  14. 14. Methods Rationale for benefits Introduction Sales and Marketing Objective Methods – To increase sales revenues Projections – To improve market share in M2M niche solutions Risks & Sensitivity Recommendations & Conclusions Strategic Business Objectives Contact – To establish strategic alliances – To become a “total solution” supplier God upsides in terms of installed points (bus inter/intra cities, taxis, stations) Most of developments (network, sw applications) already done for mobile multimedia industry: several lessons already learned Feb-09 Page 14 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  15. 15. Methods Data Sources Introduction Methods Projections Risks & Sensitivity Recommendations & Conclusions Contact Feb-09 Page 15 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  16. 16. Methods Data Sources – Last Tri-month Indicator Introduction Methods Projections Risks & Sensitivity Recommendations & Conclusions Contact Feb-09 Page 16 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  17. 17. Methods Data Sources Introduction ABRATI Quantitative research on bus services Methods Quantitative-Resea rch Projections ANTT: http://www.antt.gov.br/passageiro/anuarios/anuario2008/default.asp Risks & Sensitivity Recommendations & Conclusions Sindpeças Study-automotive-s Contact uppliers-2008 ANFAVEA ANP ÀNP-Summary Feb-09 Page 17 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  18. 18. Projections Feb-09 Page 18 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION
  19. 19. Risks & Sensitivity Low financial risks since infrastructure is part of the Acceleration Growth Introduction Program and credit is offered by Methods government Projections Risks & Sensitivity Recommendations & Conclusions Contact Feb-09 Page 19 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  20. 20. Reccomendations & Conclusions Based on the niche market potential of this Mobile Media Introduction Solution and current analysis on the upside trends of the Methods automotive/services industry we further recommend that Projections Cinterion: Risks & Sensitivity Start planning investment in resources for the M2M Recommendations & Solution business Conclusions Contact Focus M2M business only on Cross sector projects to leverage product business experience toward a solution recognized brand Model its partnership program on complementary partners in the automotive value chain Last, but not least, take advantage of its global scale to further integrate its global M2M team in relevant regional projects Feb-09 Page 20 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  21. 21. Contact Cinterion Wirless Modules GmbH Address: R. Werner Siemens, 111, São Paulo Phone: +55 11 3908 1649 / +55 11 8402 9769 E-Mail: luciano.alakija@cinterion.com Detailed and latest information on our products and services is also accessible via our website: www.cinterion.com Feb-09 Page 21 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  22. 22. The M2M One Solution SIM Management Features: SIM Management Worldwide coverage Flat fee pricing world wide One invoice for all cards Secure communication SMS center available MNO agreements for network availability Ruggedized SIM cards possible Fraud protection Integrated order management for SIM card together with device GPRS service available manufacturing process Service arrangement on request Feb-09 Page 22 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  23. 23. The M2M One Solution Application & Server Application Server User and Database Web interface to end customer & employee Data flow via HTTP, SSL 1. Remotely controls the machine 2. Individual customized web portal 3. Affords access to all machine data 4. Generates reports in different formats Web services to applications Data flow via SOAP, HTTP Highly scalable software architecture State-of-the-art software technologies Remote data access and exchange between M2M One Global available by web interfaces Solution and customer system Multi-language support Feb-09 Page 23 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  24. 24. BACKUP BACKUP Feb-09 Page 24 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VE|RSION
  25. 25. Goiânia Project http://www.rmtcgoiania.com.br Confirmation of the LCD display in the project Initial idea LCD display example Demonstration Timeline Digital Display for from Curitiba Trial at Goiana (weeks) next stop inforation Feb-09 Page 25 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION
  26. 26. BACKUP Feb-09 Page 26 Luciano Cesar Alakija Palma Technical Sales / Latin America OPEN VERSION

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