Smart TV in the Hospitality & Healthcare Industries: Maximize the value of your home solutions, capturing OUT-OF-HOME B2B2C opportunities.

1. Amador RODRÍGUEZ
July, 6th 2012
donedeal

2. 1. Hospitality & Healthcare Challenges
2. Business Players: State of the Art
3. Road Map

4. • Challenges:
o GUEST: buying behavior, needs and experiences
o HOTELIER: goals and trends
• In-room TV Services Solutions
• Business Opportunity

6. Guest Expectations
 Home from Home
 Guest’s own language
 Hotel Info & Services
 Ordering & Shopping
 Entertainment
 Communications
 Local & Tourism Info

7. Hotel Challenges (i): Goals
 Enhance guest Satisfaction: Customized services, guest
communications, guest room controls, express check-in/out,…
 Generating & Increasing Revenue: Advertising, premium
services, leisure activities, …
 Reduce operational Costs (efficiency) & Overheads:
Hotel management tools, mobilizing Staff, VoIP,…
 Better technologies, ensuring higher ROI with lower TCO

8. Hotel Challenges (ii): Trends
 Rising Service Expectations: Guest expects more
personalization before, during and after the stay
 Increasing Cost consciousness: Companies cut their
travel budgets, leisure travellers more cost conscious.
 Competition: Many comparable services. differentation offeral
value is essential
 Customer always on: bring multiple (2, 3, more) connected
devices and play content ‘for free’. 4 screen interactivity

10. Hospitality TV Services

11. Gross Profit Margin = 25%

12. • Challenges:
o PATIENT: buying behavior, needs and experiences
o HOSPITAL: goals and trends
• In-room TV Services Solutions
• Business Opportunity

13. Patient Expects
 Personalized Care
 Health Education
 Instructions: medication, meals,…
 Communications. Accessibility
 Entertainment
 Room service ordering F&F
 Other services: religious, law firm

14. Hospital Uses Cases
 Patient communication:
 Interact with patients before, during and after their stay
 Daily schedule: medications, meals…
 Doctor tools: view X-ray, nutritional services, rehab program,
patient identification, profile, history
 Hospital Info: phone book, care team, safety…
 Hospital Management tools: bed occupancy control,
housekeeping, lost & found, room maintenance, staff sms
 Advertising: Hospital Partners, Local Partners,…

15. Healthcare TV Services

17. • REVENUE SHARE
• FIXED FEE
•  HIBRID

18. Business Models (i) (i.e. Hotels)
1. REVENUE SHARE MODEL (traditional): (i.e. jukebox: 50/50)
 Revenue split Hotelier / Service Provider
 CAPEX: Service Provider
2. FIXED FEE MODEL:
 Revenue Hotelier: Full pricing control. Choose FTG or to charge
 Revenue SP: Fixed fee per room per month ($10-$30)
 CAPEX: Hotel (€ per TV provided)

19. Business Models (ii) (i.e. Hotels)
3.  HIBRID MODEL:
 Hotelier: mantains a revenue stream (at least $24.5 per room/month)
 Price Intention: Free for standard service, charged for premium
(SP=85% VoD, 70% Ads)
 CAPEX: Hotel or SP (SP provide & install = $45 per TV/month for 5years)

20. • in-room TV Solutions Providers
•  SMART TV PLAYERS

21. SOLUTIONS PROVIDERS
EUROPE USA

22. SMART TV PLAYERS
DON’T PLAY PLAY

23. • Client Relationship Model: integrated
• Resources & Capabilities needed
• Gaps Strategy
• Ally: 7 Next Steps

24. Client Relationship Model
1.  Integrated in-roomTV
solutions…direct relation
2. Third party in-roomTV
solutions…with or without
direct relation
3. smartTV in room, with
generic home solutions
…no clients relation

25. Resources & Capabilities needed
1. Develop a set of specific products: webApps, contents
2. On site:
i. in-room TV installation
ii. PMS/HMS integration
iii. network Specialist:
• Enough Bw to support multiple users demand
• Deploy indoor wireless access points or cable
3. Marketing, sales channel and support

26. Gaps Strategy
1. MAKE: should you Build a capacity yourself or
2. BUY: buy it through and acquisition or
3.  ALLY: Strategic Partnership
@2005 John Child, David Faulkner, Stephen B. Tallman

27. Ally: 7 next steps
1. Opportunity evaluation: bottom-up market research
2. Decision making: Value proposition, targets
3. Define Strategy: Gaps
4. Partners selection: criteria, sourcing & screening
5. Negotiation
6. Structure Alliance: Develop partnership model
7. Launch Joint operations: Plan, metrics & reporting

28. donedeal !