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 High Speed Access to the Internet and transfer of operational data • GSM phone for Voice, SMS and Data Services • 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-iPhone Downloaded-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:
• 25 years old • M.S. in Bio Chemistry • Works at a Seattle Biotech Co.
•
Her Favorite Things:
• 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
Just In Time
What Content?
Content Value
Day 0 (Live)
Time
Day 1 – 29
• Early window content • Short Subject • Documentaries, • Dramas, Sitcoms
Day 30(ish) (Traditional IFE)
Panasonic Airborne Television Network
• • • • • Quality Programming 7 – 8 Core Channels Major Networks Currently Signed up 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
• Access through mobile phone and smartphone (iPhone, Blackberry), laptop with GSM/GPRS card • Voice calls, texting (SMS), e-mail and limited web-browsing (GPRS)
WiFi or wired IP network
• Access through WiFi device (laptop or WiFi PDA), Ethernet cable at seat, or seatback IFE • “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