Transcript Small Cells - Marketing for Entrepreneurs Ltd

Marketing for Entrepreneurs
Marketing for Entrepreneurs
Get the Word out
Marketing for Entrepreneurs
Get the Word out
Mobile phone technology has been successful. When the first deployments
started in the 1980s, the mobile phone was more of a luxury than a new
Mercedes Benz Car. Now mobile phones are taken for granted. In the
developed world, there is more than one phone for each person.
But here are parts of the world where there is no mobile phone service. There
are are billions of people who have no access to any kind communication: no
phone of any kind, no internet, nothing.
Conventional Radio access network equipment is not suitable for this market:
 Too complicated
 Too expensive
It is designed to serve affluent urban and suburban areas, and it does this very
well.
It has been shown that access to communications is not just good for the users,
but it speeds the development of an economy.
The challenge is to provide communications (probably Mobile phone service)
to as many people as possible.
Marketing for Entrepreneurs
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1.
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3.
Conventional Large and small cells
3GPP-compliant small Cells
Open cellular
Marketing for Entrepreneurs
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BTS
PSTN
BSC/PCU
/RNC
MSC
SGSN
GGSN
TDM
Coverage
BTS
PDN
Operator’s equipment
Provisionin
g
Public
Element
manager
OMC
R
NMC
Coverage solution
BTS
Marketing for Entrepreneurs
Get the Word out
Large cells provide the cheapest
contiguous coverage. However:
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Contiguous coverage is an expensive luxury
• Is there need to provide coverage in a wilderness?
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Large cells require a big tower, large bandwidth backhaul, large
amounts of power
Contiguous coverage requires handovers, frequency planning.
Small Cells can concentrate coverage
where facilities and customers are:
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The simplest and most cost-effective connectivity per user.
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Class-leading performance and quality
Sellable to high-tier operators where the business case allows
Dual band
3GPP compliant
GSM, UMTS, LTE, you name it.
Disadvantages
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Expensive – business case only works in concentrated, high ARPU environments
Needs professional installation
Needs professional maintenance
Only an MNO can operate.
Marketing for Entrepreneurs
Get the Word out
BTS
PSTN
MSC
SGSN
GGSN
BSC/PCU
IP
TX
Coverage
BTS
PDN
Operator’s equipment
Provisionin
g
Public
Element
manager
OMC
R
NMC
Coverage solution
BTS
Marketing for Entrepreneurs
Get the Word out
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Class-leading performance and quality
Sellable to lower-tier operators
Dual band
3GPP compliant
GSM and LTE
Class-leading performance and quality
Easy installation and maintenance
Low-power
Low backhaul requirement.
Disadvantages

Only an MNO can operate.
Marketing for Entrepreneurs
Get the Word out
BTS
PSTN
ISP Core
Coverage
IP
TX
BTS
PDN
BTS
Public
ISP’s equipment
Coverage solution
Marketing for Entrepreneurs
Get the Word out
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Class-leading performance and quality
Sellable to ISPs or MNOs
Trivial installation
GSM, UMTS and LTE
Dual band
Open architecture
Low Power consumption
Low backhaul bandwidth requirement.
Disadvantages
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Not 3GPP compliant, but compatible
Need to arrange manufacture and deployment