breakout session ftth the service enabler day 1 gerlas van den_hoven
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FTTH Conference Milan 2011 Day 1 Breakout Session FTTH The Service Enabler Gerlas van den Hoeven GENEXISTRANSCRIPT
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An open platform How FTTH networks can stimulate the creation of new services
Supported by:
Gerlas van den Hoven CEO, Genexis
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Life is changing 20th vs 21st century
An open platform
Workers Everyone vs
Things Content vs
Planes, trains & automobiles Bits, bytes & fiber vs
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Life is changing An open platform
Fiber is the foundation of the 21st century
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Today’s problem
• Operators cannot see beyond today’s internet
• A flat-fee model:
An open platform
WWe’re stuck!
1. Delivery of more bandwidth does �not lead to more revenue growth
2. No room to invest
3. Must protect market to remain�in business
4. Bundle access & content
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How to break this vicious circle? An open platform
NEW SERVICES! So… where are they?
• We expect to find new services around the corner
• This is a naïve way of thinking
• An active approached is needed
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A lesson in basic marketing An open platform
Don’t push, create pull
Local content Healthcare Energy
These opportunities are not yet happening…
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An example of new services Remote healthcare
An open platform
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These guys really show what you can do with fiber
Live remote surgery in Cleveland, USA, passed over a fiber network
http://www.youtube.com/view_play_list?p=069A47343108A96D
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What are we doing wrong? An open platform
We are selling the wrong thing
We are packaging it in the wrong way
1
2
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We live in the 21st century… A different mindset is needed
An open platform
vs
Fear vs Opportunity
Single provider vs Multi-provider
Content bundled with access vs Services independent from network
Closed protocols & proprietary vs Open protocols and standards
Aimed at locking in the customer vs Creation of a dynamic market
Closed economy vs Open economy
Equipment lock-in vs Interfaces & modularity
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Two flaws, two solutions An open platform
We are selling bandwidth 1
We are packaging it in closed networks 2
So… what are the solutions?
We need to sell CONNECTIVITY
We need OPEN NETWORKS
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Product and platform Smart phone example
An open platform
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Connectivity & open FTTH networks An open platform
Service
Active network
Passive network
Network elements:
How it works in the Netherlands:
A closed model:
Service
Active network
Passive network
Service
Active network
Active network
Passive network
Service Service
Service Service
ceeeeeeeeeeeeeeeeeeeeeeeSSSSSSSSeeeeeeeeeeeeeeeeeeeeeeeeeee
S
Service
Make the connections accessible! © Copyright Genexis | All Rights Reserved
Passive network
An open network:
Service
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An open platform
There is one element missing…
But…
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The end-user
Three is company An open platform
We have a product
We have a platform
Connectivity
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Open networks
But we miss a customer…
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Your home is at the center An open platform
• The user creates the content
• The user creates the demand
• The user has individual expectations
• The user makes the choice
• The user pays the bill
The end-user is the most important element
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But we have to make it easy!
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Meet the user! The interface to the user is crucial
An open platform
Easy to install
For everybody
Intuitive
Sustainable in its use
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Meet the user! The interface to the user is crucial
An open platform
Easy to install
For everybody
Intuitive
Sustainable in its use
“Click-on” and it works
Every service on every layer is possible
Easy to use, powerful in its possibilities
“Green”, long life cycle
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Conclusion An open platform
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• Traditional networks view the user as a cost factor in the business case�
• FTTH creates an opportunity: �sell connectivity in an open network environment�
• The user now becomes the source of new revenue, and the key to the creation of new services
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Conclusion An open platform
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Always Connected
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Thank you
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