starlink.pptx
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The document discusses SpaceX's Starlink satellite constellation project which aims to provide global high-speed, low-latency broadband internet by deploying thousands of satellites into low Earth orbit. It notes that nearly half the world's population lacks internet access, largely due to lack of infrastructure coverage. Starlink seeks to address this by using satellites to deliver internet connectivity even to remote areas. The document outlines Starlink's technology, business model, competition, leadership, and predictions for massive financial success in the future.
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str.pptx
Starlink aims to provide global internet access using a satellite constellation to connect areas that currently lack coverage. While nearly half the world is not connected, the main reason is a lack of infrastructure like fiber optic cables or reliable 3G/4G networks. Starlink satellites would be cheaper to launch than traditional communication satellites and provide lower latency internet even to remote regions. Users would access the internet through a transceiver purchased from Starlink and pay a monthly subscription fee. The system has been in development since 2015 and is launching satellites on Falcon 9 rockets with the goal of starting limited commercial service in late 2020 or early 2021.
MARKETING MANAGEMENT - FALL 2022Linda McNeelyAug.docx
MARKETING MANAGEMENT -
FALL 2022
Linda McNeely
August 17, 2022 - December 31, 2022
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NOTICE REGARDING COPYRIGHT
This custom course package contains intellectual property that is protected by copyright law. It is
illegal to copy the material within this package without the written consent of the holder(s) of the
copyright. This material has been copied under license or with permission from the copyright holder.
Resale or further copying of anything in this package is strictly prohibited.
Unless otherwise stated, Copyright ©2022, Ivey Business School Foundation. Ivey Business School
is the leader in providing business case studies with a global perspective.
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Table Of Contents
SpaceX: Starlink’s Uncertain Demand Trajectory 4
Driverless Trucks at Ford: Cruising into a Compromised Brand Identity? 16
Martha Stewart Cannabis: Overcoming Obstacles 40
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9B21A004
SPACEX: STARLINK’S UNCERTAIN DEMAND TRAJECTORY1
Arpita Agnihotri and Saurabh Bhattacharya wrote this case solely to provide material for class discussion. The authors do not intend
to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other
identifying information to protect confidentiality.
This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com. Our goal is to publish
materials of the highest quality; submit any errata to [email protected] i1v2e5y5pubs
Copyright © 2021, Ivey Business School Foundation Version: 2021-10-08
Elon R. Musk, founder and chief executive off.
TECHPULSE July 15, 2012
Richard Branson has confirmed that Virgin Galactic's first commercial space tourism flight will launch sometime next year. Branson and his two adult children will be onboard the flight on Virgin Galactic's SpaceShipTwo craft. Some 529 people have already signed up for the $200,000 per person rides.
C-Spire has debuted new prepaid tablet and hotspot data plans starting at $15 for 100MB of data valid for one week, up to $50 for 1GB of data valid for one month.
Fujifilm has sued Motorola for allegedly violating four patents related to camera and phone technologies. Fujifilm claims Motorola devices including RAZR and Xyboard
Low Earth Orbit Satellite (LEO)
The document discusses different types of orbits used by satellites, including low Earth orbit (LEO), medium Earth orbit (MEO), and geosynchronous orbit (GEO). It then focuses on using LEO satellites to provide affordable, high-speed internet access globally. Several companies are working on large LEO satellite constellations, including SpaceX, OneWeb, Amazon, and Kepler Communications. These companies face hurdles such as meeting service expectations, ensuring satellite reliability, managing space debris, addressing economic uncertainties, and navigating regulation.
Space internet and starlink
Starlink is a satellite internet constellation being constructed by SpaceX providing satellite Internet access started in 2015.
The Double-Edged Sword
This document provides an opening presentation on the importance of US leadership in IPv6. It discusses how US investment in IPv6 could lead to economic benefits but a lack of investment could result in economic decline compared to other nations that actively support IPv6. It also justifies how federal funding of IPv6 aligns with the US Constitution and could have significant returns through new industries and export opportunities.
Bhupendra first seminar.pptx
This document provides information about Starlink, a satellite internet constellation project led by SpaceX. It discusses what Starlink is, how it works, its advantages and disadvantages. Key points include: Starlink plans to launch 12,000 satellites to provide global high-speed internet access. It will use low Earth orbit satellites and phased array antennas. Current advantages are high speeds and availability for remote areas, while disadvantages include limited availability currently and potential interference from weather.
spaceinternetandstarlink-210107094240 (1).pptx
This document discusses SpaceX's Starlink satellite internet constellation. Starlink aims to provide global high-speed, low-latency broadband internet by deploying thousands of mass-produced small satellites in low Earth orbit. Currently there are over 900 Starlink satellites in orbit. The satellites communicate with ground stations and consumer dishes to transmit internet signals. Starlink promises faster speeds than traditional satellite internet by using a closer LEO orbit. However, critics warn the large constellation risks increasing space debris and interfering with astronomical observations. SpaceX ultimately aims for a constellation of 42,000 satellites to provide continuous global coverage.
Recommended
str.pptx
Starlink aims to provide global internet access using a satellite constellation to connect areas that currently lack coverage. While nearly half the world is not connected, the main reason is a lack of infrastructure like fiber optic cables or reliable 3G/4G networks. Starlink satellites would be cheaper to launch than traditional communication satellites and provide lower latency internet even to remote regions. Users would access the internet through a transceiver purchased from Starlink and pay a monthly subscription fee. The system has been in development since 2015 and is launching satellites on Falcon 9 rockets with the goal of starting limited commercial service in late 2020 or early 2021.
MARKETING MANAGEMENT - FALL 2022Linda McNeelyAug.docx
MARKETING MANAGEMENT -
FALL 2022
Linda McNeely
August 17, 2022 - December 31, 2022
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io
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n.
NOTICE REGARDING COPYRIGHT
This custom course package contains intellectual property that is protected by copyright law. It is
illegal to copy the material within this package without the written consent of the holder(s) of the
copyright. This material has been copied under license or with permission from the copyright holder.
Resale or further copying of anything in this package is strictly prohibited.
Unless otherwise stated, Copyright ©2022, Ivey Business School Foundation. Ivey Business School
is the leader in providing business case studies with a global perspective.
A
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riz
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fo
r
us
e
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b
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M
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Table Of Contents
SpaceX: Starlink’s Uncertain Demand Trajectory 4
Driverless Trucks at Ford: Cruising into a Compromised Brand Identity? 16
Martha Stewart Cannabis: Overcoming Obstacles 40
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ut
ho
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us
e
on
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ze
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9B21A004
SPACEX: STARLINK’S UNCERTAIN DEMAND TRAJECTORY1
Arpita Agnihotri and Saurabh Bhattacharya wrote this case solely to provide material for class discussion. The authors do not intend
to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other
identifying information to protect confidentiality.
This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com. Our goal is to publish
materials of the highest quality; submit any errata to [email protected] i1v2e5y5pubs
Copyright © 2021, Ivey Business School Foundation Version: 2021-10-08
Elon R. Musk, founder and chief executive off.
TECHPULSE July 15, 2012
Richard Branson has confirmed that Virgin Galactic's first commercial space tourism flight will launch sometime next year. Branson and his two adult children will be onboard the flight on Virgin Galactic's SpaceShipTwo craft. Some 529 people have already signed up for the $200,000 per person rides.
C-Spire has debuted new prepaid tablet and hotspot data plans starting at $15 for 100MB of data valid for one week, up to $50 for 1GB of data valid for one month.
Fujifilm has sued Motorola for allegedly violating four patents related to camera and phone technologies. Fujifilm claims Motorola devices including RAZR and Xyboard
Low Earth Orbit Satellite (LEO)
The document discusses different types of orbits used by satellites, including low Earth orbit (LEO), medium Earth orbit (MEO), and geosynchronous orbit (GEO). It then focuses on using LEO satellites to provide affordable, high-speed internet access globally. Several companies are working on large LEO satellite constellations, including SpaceX, OneWeb, Amazon, and Kepler Communications. These companies face hurdles such as meeting service expectations, ensuring satellite reliability, managing space debris, addressing economic uncertainties, and navigating regulation.
Space internet and starlink
Starlink is a satellite internet constellation being constructed by SpaceX providing satellite Internet access started in 2015.
The Double-Edged Sword
This document provides an opening presentation on the importance of US leadership in IPv6. It discusses how US investment in IPv6 could lead to economic benefits but a lack of investment could result in economic decline compared to other nations that actively support IPv6. It also justifies how federal funding of IPv6 aligns with the US Constitution and could have significant returns through new industries and export opportunities.
Bhupendra first seminar.pptx
This document provides information about Starlink, a satellite internet constellation project led by SpaceX. It discusses what Starlink is, how it works, its advantages and disadvantages. Key points include: Starlink plans to launch 12,000 satellites to provide global high-speed internet access. It will use low Earth orbit satellites and phased array antennas. Current advantages are high speeds and availability for remote areas, while disadvantages include limited availability currently and potential interference from weather.
spaceinternetandstarlink-210107094240 (1).pptx
This document discusses SpaceX's Starlink satellite internet constellation. Starlink aims to provide global high-speed, low-latency broadband internet by deploying thousands of mass-produced small satellites in low Earth orbit. Currently there are over 900 Starlink satellites in orbit. The satellites communicate with ground stations and consumer dishes to transmit internet signals. Starlink promises faster speeds than traditional satellite internet by using a closer LEO orbit. However, critics warn the large constellation risks increasing space debris and interfering with astronomical observations. SpaceX ultimately aims for a constellation of 42,000 satellites to provide continuous global coverage.
YMZUPme91UOQ9dGb76.pptx
This document discusses SpaceX's Starlink satellite internet constellation. Starlink aims to provide global high-speed, low-latency broadband internet by launching thousands of mass-produced small satellites into low Earth orbit. Currently there are over 900 Starlink satellites in orbit. The satellites communicate with ground stations and consumer dishes to transmit internet signals. Starlink promises faster speeds than traditional satellite internet by using a closer LEO orbit. However, critics warn the large constellation risks increasing space debris and interfering with astronomical observations. SpaceX ultimately aims for a constellation of 42,000 satellites to provide continuous global coverage.
DOC-20221118-WA0037.pptx
This document discusses SpaceX's Starlink satellite internet constellation. Starlink aims to provide global high-speed, low-latency broadband internet by launching thousands of mass-produced small satellites into low Earth orbit. Currently there are over 900 Starlink satellites in orbit. The satellites communicate with ground stations and consumer dishes to transmit internet signals. Starlink promises faster speeds than traditional satellite internet by using a closer LEO orbit. However, critics warn the large constellation risks increasing space debris and interfering with astronomical observations. SpaceX ultimately aims for a constellation of 42,000 satellites to provide continuous global coverage.
Google Project loon
Project Loon is a Google initiative to provide internet access to rural and remote areas using high-altitude balloons placed in the stratosphere. Balloons at an altitude of 20 miles would create an aerial wireless network with speeds up to 3G. Each balloon can provide connectivity to an area about 80 km in diameter. The project aims to make fast and affordable internet available even in extreme, remote locations around the world.
The last mile
The document discusses several innovative solutions that are working to address the lack of internet connectivity in remote areas of the world. It describes Aleutia's fanless solar-powered computers used in rural schools, Voto's fuel cell that charges phones using a cooking fire, OneWeb's plans for a satellite network to provide internet access globally, Mawingu Network's use of TV white space and solar panels to deliver wireless broadband in rural Kenya, and Project Loon's network of balloons in the stratosphere to connect people. These solutions aim to help bring the benefits of the digital world to underserved communities.
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-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
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starlink.pptx
- 2. Problem (a massive one) 47% of the world does not use the internet. Number one reason why: lack of coverage ● Largely an economic issue ● Nearly 30% of the world has no 3/4G
- 3. Solution (also a massive one) Create satellite constellation to provide reliable internet connection ● Less than $500,000 per Starlink ● Latency better than fiber optic ● Can deliver to non-connected zones
- 4. Meet Jeff! ● Lives in Alaska ● Likes bears, and eating snow ● Bad, unreliable mobile internet connection
- 5. Is Starlink profitable? TLDR: not yet, but will be ● Actual operations begin late 2020 ● Breaks even via Smallsat Rideshare ● Forbes estimates Starlink @ $30B
- 6. How will Starlink make money? Unfortunately, no one really knows exactly how it will be sold. However… ● Likely to sell a transceiver for link ● Monthly subscription to connect ● Question: direct or dealer?
- 7. Starlink history (2015- present) 2015 SpaceX begins product development Feb 2018 First two prototypes launched May 2019 First large operational deployment on Falcon 9 Mar 2018 FCC authorizes Starlink system for 4,425 satellites Oct 2019 FCC authorizes an additional 30k satellites No w Launching 60 satellites on every Falcon 9 launch (about once a month) Slated to launch service in late 2020, early 2021
- 8. Leadershi p Elon Musk CEO, Founder of SpaceX Gwynne Shotwell COO of SpaceX Tom Mueller CTO of SpaceX
- 9. Secret sauce Innovative infrastructure (or lack thereof)
- 10. What’s HOT about Starlink? Intersatellite comms with lasers, faster than fiber optic
- 11. Competitio n Starlin k Kuipe r OneWe b Local ISPs Cheap ride to space ✅ ❌ ❌ lol Low infrastructure $ ✅ ✅ ✅ ❌ Low latency ✅ ❌ ❌ ✅
- 12. My prediction They will succeed massively They will IPO in the future They will be one of the most profitable products of all time
- 13. Reference s ● https://www.fcc.gov/document/fcc-autho rizes-spacex-provide-broadband-satellite- services ● https://stlpartners.com/research/underst anding-why-half-the-people-in-the-world-d ont-have-access-to-the-internet/ ● https://ourworldindata.org/internet ● https://www.cnet.com/news/top-5-reason s- why-people-dont-use-the-internet/ ● https://www.weforum.org/agenda/2016/0 2/4-reasons-4-billion-people-are-still-offli ne/ ● https://seekingalpha.com/article/425491 7- spacex-backtracking-on-satellite-intern et- puts-future-profits-in-doubt ● https://seekingalpha.com/article/4254917 -spacex-backtracking-on-satellite-internet- puts-future-profits-in-doubt ● https://www.forbes.com/sites/greatspecu lations/2020/02/13/how-much-value-can- spacex-unlock-from-starlinks-proposed-ip o/#e12e15c6a7cc ● https://www.bbcmag.com/breaking-news /an-open-letter-to-gwynne-shotwell-elon-m usk-and-starlink-leadership ● https://www.starlink.com/ ● https://en.wikipedia.org/wiki/Starlink