Webinar: Small Cells Going to Volume
-
Upload
david-chambers -
Category
Technology
-
view
830 -
download
3
description
Transcript of Webinar: Small Cells Going to Volume
David Chambers Founder & Senior Analyst
Simon Brown CEO
Nick Johnson Founder and CTO
ThinkSmallCell Webinar Series Small Cells: Going to Volume
Agenda Agenda Small Cells: Going to Volume
Agenda Small Cells: Going to Volume
• David Chambers, Analyst, ThinkSmallCell • Latest Yankee Group research
• Nick Johnson, CTO, ip.access
• Simon Brown, CEO, ip.access • QuesKon and Answer Session
• Conclusion
ThinkSmallCell Webinar Series Small Cells: Going to Volume
David Chambers Founder & Senior Analyst
Simon Brown CEO
Nick Johnson Founder and CTO
ThinkSmallCell Webinar Series Small Cells: Going to Volume
Page 4 Page 4 © Copyright 2014
Yankee Group ObjecKve
!
§ Assess deployment status § Explain and test business case chaining concept
§ IdenKfy means to accelerate small cell deployment
Interview operator experts to assess small cell reality
Yankee Group survey research shows enterprise interest in expanded operator role
Source: Yankee Group’s 2013 US Enterprise Mobility: IT Decision-Maker Survey, December
System Integrator
Page 5 Page 5 © Copyright 2014
What Is Business Case Chaining
§ Start small with investment toward simple business case
§ SKmulate virtuous cycle of service expansion with addiKonal business cases
Page 6 Page 6 © Copyright 2014
Operator Feedback: Reality Check
§ Na@onal Infrastructure § Not all countries have adequate broadband
§ Ins@tu@onal § Operators remain narrowly focused on tacKcal coverage response
Business case chaining makes sense, but barriers exist
photo: Flickr/sacks08
Page 7 Page 7 © Copyright 2014
Yankee Group RecommendaKons
§ Top-‐level execuKve commitment required from mobile network operator leadership
§ Operators must think beyond tacKcal coverage quick fixes
§ Operators should expand small cell deployments by starKng with simple iniKal deployment scenarios
§ Operators must develop effecKve enterprise sales channels
Operator insKtuKonal inerKa limits service revenue growth from small cells
David Chambers Founder & Senior Analyst
Simon Brown CEO
Nick Johnson Founder and CTO
ThinkSmallCell Webinar Series Small Cells: Going to Volume
QUESTION TO OPERATORS • How do Small Cells fit within the
Operator's por]olio ?
• What is the perfect recipe for deployment ?
• minimise TCO • maximise ROI
• What is the key to Going-‐To Market ?
Small Cells GOING TO VOLUME Removing Roadblocks
(C) 2014 ip.access ltd – All rights reserved 9
(C) 2014 ip.access ltd – All rights reserved 10
CHANGE DIRECTION
• Focus on small cells going to volume
• Create a “Service-‐to-‐Customer” focus
• Install the right business processes
• Install the right technical processes
• Lower the TCO
1. USER PLUG-‐N-‐PLAY 2. OSS SITE_ADD
3. SITE SURVEY -‐ CIQ 4. FEMTO SCAN LOCAL RF
5. AUTO-‐PARAMETER TEMPLATE SELECTION 6. AUTO-‐NEIGHBOUR SETUP
7. TRIGGERED INVENTORY STATUS UPDATE
MINIMAL TOUCH MEANS
Technical Blocks now Removed
(C) 2014 ip.access ltd – All rights reserved 11
Indoor Solu@ons – an organised PorPolio
-‐ Small Cells in a Rich PorPolio -‐ SoHo, Small Medium Enterprise, -‐ Medium-‐large Enterprise, Hotspot, Rural
-‐ Wi-‐fi for best effort coverage & data off-‐load -‐ But not for hyper-‐dense networks
-‐ DAS for large estates
(C) 2014 ip.access ltd All rights reserved
12
forma@on rallel paths
TECHNICAL RF and Network Plan
Template driven automaKon Plug and play for user
repeatable network config CustomisaKon only as needed
Measure the impact in KPIs
BUSINESS New type of offer Revenue sponsor lead Cross business impact Simplify exisKng process Energise organisaKon Measure the impact in $
(C) 2014 ip.access ltd – All rights reserved 13
Trans Two pa
Cell Small
Reaching the Virtuous Investment Cycle
Small cell enable the network
IdenKfying best formed market opportunity
Chaining addiKonal
market offers
Agile organic expansion
(C) 2014 ip.access ltd All rights reserved
14
What we mean…
15
Small cell enable the network
IdenKfying the best formed
market opportunity
Chaining addiKonal business
Audience Poll Small Cells: Going to Volume
Do you think that small cells have a valuable role to play in Mobile Na7onal Infrastructure?
ThinkSmallCell Webinar Series Small Cells: Going to Volume
David Chambers Founder & Senior Analyst
Simon Brown CEO
Nick Johnson Founder and CTO
ThinkSmallCell Webinar Series Small Cells: Going to Volume
Customer and Market led priori@es
18
Network Engineering led priori@es
Plug network holes
Fix a problem
RAN driven deployments
Coverage filling
IdenKfying network problems
Is the network good enough…
All about the technology…
Build new services
Drive new business
Business development driven
Service creaKon
IdenKfying Service opportuniKes
How can the network do more good…
All about what you do with it…
(C) 2013 ip.access ltd – All rights reserved
Volume Maturity Curve
PHASE 1 OrganisaKon shiq Pilots Templates
PHASE 2 OrganisaKon re-‐alignment Standardise new process Offer extension
PHASE 3 OrganisaKon Excellence Process opKmisaKon Accelerate demand
100’s-‐1,000’s 1,000’s-‐10,000’s 10k’s to 100k’s
TECHNOLOGY BUSINESS REVENUE (C) 2014 ip.access ltd – All rights reserved 19
Fully Involves
The Stakeholders
Business Owners Marke@ng owners Order Management Indoor RF Planning team Network Ops IP Engineering Core Engineering Support & CRM
Cross-‐business Impact
(C) 2014 ip.access ltd – All rights reserved 20
Exec Sponsor
Business Owner
Marketing Owner
Delivery Owner
Support Owner
ObjecKve Assignment Set Schedule Target Define Budget model
TARGETS METRICS
Schedule Milestones Customer Uptake Customer Sat
Organisa@on Shib
(C) 2014 ip.access ltd – All rights reserved
No longer Network Centric – now Customer Service Driven
21
Cross Business Interac@on
Business Owner
Marketing Owner
Delivery Owner
Support Owner
service offer
service profile
metrics
customer sat
Ready 4 Service
Service Updates
Market Profile
Launch Plan
CU
STOM
ER
ORDER
SURVEY
FAULT
(C) 2014 ip.access ltd – All rights reserved 22
Delivering Network via the Handset Channel
• Solving the problem : how to put large numbers of small cells in users hands
• Leverage exis@ng business capability
• Crea@ng a Consumeriza@on model for maximum re-‐use of exis@ng process
Consumeriza@on of
The Network
(C) 2014 ip.access ltd – All rights reserved 23
Marke@ng Customer ProposiKon What do they get and how
Service Support how will service be acKvated how will it be maintained
The Ultimate Aim is a ‘Flow-Through’ Business
SERVICE READY
Customer Order
Small Cell Order Mgnt
how will cells be delivered from inventory then configured for service
(C) 2014 ip.access ltd – All rights reserved 24
Direct Web In-‐store
(C) 2014 ip.access ltd – All rights reserved 25
Business Focus Shib Customer oriented Process Transformed Small Cell porPolio for markets Delivered more like a handset
Small Cells ... everywhere GOING TO VOLUME
WHAT WE OBSERVE
Audience Poll Small Cells: Going to Volume
Do you see ver7cal service offerings supported by Small Cells other than coverage and capacity?
Q&A Small Cells: Going to Volume
David Chambers Founder & Senior Analyst
Simon Brown CEO
Nick Johnson Founder and CTO
Q&A Small Cells: Going to Volume
• More resources/informaKon at ThinkSmallCell.com – Sign up for our free monthly newsleser – www.thinksmallcell.com/webinars – Yankee research note available in our Resources/Downloads secKon
• More resources/informaKon from ip.access – Visit www.ipaccess.com – Catch-‐up with ip.access at Mobile World Congress
More informaKon Audience Poll Small Cells: Going to Volume
ThinkSmallCell Webinar Series Small Cells: Going to Volume