Transcript WAEA TC, 4June08

Digital Immigrants and Natives
Driving the Future
Chuck Albright
Panasonic Global Communications Suite
Global Communication Suite Product Management
Manager
Panasonic Global Communication Suite
• In-flight Ku-Band
Communications Service
• GSM phone for Voice,
SMS and Data Services
• High Speed Access to the
Internet and transfer of
operational data
• Available as standalone
on Classic, SBB or
integrated with
eXConnect on Ku
• Ground Based GSM and
3G Communication
Service
• Transfer of operation
data
The GCS also provides the platform deliver the Panasonic Airborne Television
Network Service:
Panasonic Airborne Television Network
Global Aeronautical Mobile Satellite Service (AMSS) Broadcast TV
distribution system and service
Patrick Brannelly’s Opening Remarks at WAEA
Connectivity SFW in Los Angeles, March 2010
• Finding a way to bring in-flight connectivity to
passengers is ultimately necessary for carriers,
according to Brannelly. "Changes are coming. We're not
going to stop it. We have to be thinking much further
ahead."
• "The world, our customer base, is becoming mobile in
their communications needs. [They are] always on,
24/7. We need to be ready as a group to serve them.“
• Everyone has that moment when they realize
technology has changed the world
My Story—The Good Ol’ Days
Folsom Field Sept 1989—Rolling Stones Concert
The New World
Soldier Field Sept 2007—Rolling Stones Concert
Today
The free iPhone app, Virtual Zippo Lighter,
has been downloaded over three million
times since its debut last October, Zippo
and Moderati have announced. The feat
makes it one of the most popular and prevalent
branded applications in the App Store’s history,
according to the duo.
http://news.softpedia.com/news/Virtual-Zippo-Lighter-for-iPhoneDownloaded-3-Million-Times-108140.shtml
Consumer Communication Needs
are Transitioning
• Two Groups (Personas)
– Digital Immigrants
• Individuals who have Adopted Technology
• Want to be Connected On-demand
– Digital Natives
• Individuals who have been RAISED on
Technology
• REQUIRES to be “Always On Connectivity”
• Connectivity is now a Part of Life
Karen’s Story—The Future Market
•Vital Information:
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•
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25 years old
M.S. in Bio Chemistry
Works at a Seattle Biotech Co.
•Her Favorite Things:
•
•
•
•
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Talking to her boyfriend
Facebook
Shopping on line
Watching Cable News or Sports
SMS Messaging
•Karen’s Stats:
• Most SMSs in 1 month: 10,034
• Highest monthly Mobile bill:
$425
• Average # of Amazon orders:
2.5/week
• Cable News or Sports constantly
on in background
How Karen Stays Connected
Karen Wants to Always Be Connected
Karen is the New Market
Karen is a Digital Native
Digital Natives require more than
email and web surfing
• Methods for communication, connectivity and
associated applications are exploding.
• Demands for services and access to information
is the same at home, work, holiday, and from
anywhere.
• Lifestyle on the ground = lifestyle in flight.
• Technology trends on the ground drive technology
trends in flight.
• Bandwidth is no longer the constraint.
• The Karens’ of the world are defining our future.
Developments in Mobile Broadband—Steaming
Content is Growing
Content Viewing Preferences—Viewers more
discriminating in what they watch; not just watching
what’s on
How much TV watched on Internet/online?
83% vs. 64%
http://www.retrevo.com/content/blog/2010/04/internet-killing-cable-tv
What Do People Want—TV and AVOD are
Complimentary
What Do Consumers Want?
• Ability to choose
– AVOD
– Real Time TV
– Internet
– GSM Phones
• Bundled and integrated services
• Just in Time Services—The world has a
“now” culture
What Content?
Just In Time
Day 1 – 29
•
Content
Value
Early window
content
• Short Subject
• Documentaries,
• Dramas, Sitcoms
Day 0
(Live)
Time
Day 30(ish)
(Traditional IFE)
Panasonic Airborne Television Network
•
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Quality Programming
7 – 8 Core Channels
Major Networks Currently Signedup or in final negotiations
– BBC World News
– Al Jazeera
– Bloomberg
– EuroNews
– France24
– NHK World Premium
Scalable System capacity to grow
channel line-up
Regional Programming available
given market demand
In-Flight Television: Panasonic’s Approach
• Leverage eXConnect Network
– Global distribution capability
– Transoceanic coverage
• In-Flight specific content
licensing
• Same Content security
(encryption) as for PAC IFE
systems
• Conditional Access for aircraft
specific subscription
management
Coverage Areas
• Television service possible anywhere data service is provided
– Business decision as to whether to provide service in a given region
Real Time TV—Part of the Bundled Solution
GSM / GPRS network
WiFi or wired IP network
• Access through mobile phone and smartphone
(iPhone, Blackberry), laptop with GSM/GPRS
card
• Access through WiFi device (laptop or WiFi
PDA), Ethernet cable at seat, or seatback IFE
• Voice calls, texting (SMS), e-mail and limited
web-browsing (GPRS)
• “Live “ Internet Web browsing, VPN support,
VOIP, Video-conferencing, IPTV
Future Developments
• On-Board Advertisement Insertion
– Advertising “Spots” in broadcast TV feed
negotiated with Content Providers
– Local/Regional Advertisements/Commercials
inserted over ads in native stream
– Enables airline specific ad sales
• PATN Custom Produced Content
– Live Sporting Events
Panasonic’s View on Real Time Television
• Not a substitute or replacement for stored
video content
– Exception is Continental US Domestic Fleets
• Live Satellite Delivery only justified for a
limited set of content
– Only highly perishable, transient content
– News, Sports, Weather, Financials, and Special
Events
• Live Satellite Delivery complements traditional
IFE, and other Communications Services
– Provides distribution channel for content not currently
served well in IFE
Karen is happy when
she is connected