Gerlas van den_hoven

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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