gerlas van den_hoven
DESCRIPTION
FTTH Conference 2013TRANSCRIPT
Making FTTH tangible!for the end user
Gerlas van den Hoven CEO - Genexis
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Why fiber again?
• High bandwidth • Symmetric • Quality of Service • Low OPEX • Future proof
We know this, right?
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Many operators choose fiber…
But how do they actually sell it?
“IJburg gets the speed of light. Super fast internet through KPN fiber.”
Can you tell which one is selling fiber?
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As a consumer, you don’t have a clue.
Why would you choose fiber?
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FTTH market in Europe
• 31.9 million homes passed • 5.95 million FTTH/B subscribers • Average take-up rate of only 18.6% • Average growth of 16%
Source: IDATE, June 2012
Only connected homes count!
Homes passed Homes connected
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So…
How should we sell FTTH to the end user?
If you want to sell something…
…you should have something to sell!
? ?
Why buy a Porsche?
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We are investing in the ‘road’ Passive infrastructure
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But we’re not selling the car!
We are selling the specs Gigabit speed
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Operator aspects
• CAPEX (Point-to-Point / PON) • Network technologies (GPON, AE) • OPEX • Competition
Consumer aspects
• Bandwidth boost • More services • More content • No hassle, no manuals
All experienced after purchase
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The FTTH network
~ Core router > 102 Access switches > 104 users
CAPEX Low Medium High
OPEX Medium High High
Installation Low Medium High
Largest impact on FTTH business case
The business case is more than just cost
• The end-user makes the choice!Take-rate
• The end-user creates the content • The end-user creates the demand • And of course… pays the bill!
Revenue
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The home gateway is the face of FTTH to the
end user
Why not transform it into a true
consumer product?
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What drives consumer choice?
1. To fulfill their basic needs!
2. The value is too good to pass on!
3. It’s new!
4. They want to look cool!
5. They want to make something easier!
6. To feel safe and secure
7. They want to have fun
Source: Eric Brantner, http://www.seohosting.com/blog/marketing/
? ?
So again, why buy a Porsche?
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Functionality Does it work?
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The home gateway through the eyes of the consumer
Usability Is it easy to use?
Design Does it look good?
Marketing Do I want to buy it?
? How today’s gateway scores:
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The home gateway can be much more than that grey box that converts the optical signal
Functionality Usability Design Marketing
FTU
NT
RG
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FTTH - what’s happening in the home?
Termination and management of the optical fiber
Termination of the optical network (AE/GPON)
Services to the end user
FTU NT RG
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Matching with today’s home gateway
Does this do the job?
Would you buy it?
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Hybrid – A new approach to the home gateway
FTU NT RG
CAPEX Network technologies (GPON, AE) OPEX Competition
✔ ✔ ✔ ✔
Nominated for 2012
Dutch Design Award
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Just click it on!
Make it really easy for the user Functionality
Usability
Design
Marketing
?
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Remember the phone?
Let’s give the user the element of choice
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Live! Scala
Let the user make the choice
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The marketing model classify the consumer
Beginner Triple play 100 Mbit
Gamer Triple play Dual WiFi
Full Gigabit USB 3.0
Aluminium finishing Family Triple play + WiFi
100 Mbit+ USB
Multiple colors
FTTH, we make the choice!
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