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



Simon Brown CEO



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


What Is Business Case Chaining

§  Start small with investment toward simple business case

§  SKmulate virtuous cycle of service expansion with addiKonal business cases


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


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


Simon Brown CEO



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


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


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 $


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?



Simon Brown CEO



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


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


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


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


Direct Web In-‐store


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


Simon Brown CEO


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


Technology

Webinar: Small Cells Going to Volume