Aviation Applications and GXTV

Aviation Applications and GXTV
Adrian McAloon
Director, Aviation Content and Applications
Agenda
Aviation applications
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The power of applications as a revenue driver
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Progress since October ‘Aviation Applications 2013’ event
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The power of Gateway (SEP)
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Telemedicine
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VOD content
What’s next?
Debunking the 5 on board TV ‘mysteries’
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The importance of on board live TV
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Why Inmarsat is doing GXTV
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Inmarsat’s flexible GXTV approach
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The Inmarsat applications strategy
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Capacity and speed
Applications
Resilience and safety
Global Xpress
SwiftBroadband
Empowering solutions with an applications environment
Gateway
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Why is Inmarsat building its own
app ecosystem?
Remember the old wireless marketplace?
Why is Inmarsat building its own
app ecosystem?
Remember the old wireless marketplace?
Applications became the new wireless marketplace!
Why is Inmarsat building its own
app ecosystem?
Remember the old wireless marketplace?
Applications became the new wireless marketplace!
And the innovation remains unstoppable
The application ecosystem A well-worn path that delivers:
Unrealized opportunity
Simplicity to complex and numerous marketplaces
Solutions to heavy development and deployment schedules
Openness in closed marketplaces
Solutions for walled garden minutia
The power of application ecosystems -1
Applications now
define wireless
connectivity
The power of application ecosystems -2
Applications now
define our
telecommunications
need
App revenues are real and rising
April 2012 – April 2014
$400M – $1,200M
But what about the future?
Source: The Mobile Economy 2014 - GSM
We’ve seen nothing yet…
Source: The Mobile Economy 2014 - GSM
So what is Inmarsat doing with
Applications?
Opening the aviation market place for:
iBeer?
Twitter?
No, we’re opening the aviation marketplace to:
NEW IDEAS AND NEW REVENUES
Angry Birds?
What NEW IDEAs?
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Put simply…that’s up to the market!
We asked you about NEW IDEAS
Which application category is of most
interest to you? Please rank 1-3
All are interesting…makes sense
Which flight deck application sub-category
is of most interest to you?
All are interesting…makes sense
Which flight deck application sub-category
is of most interest to you?
CAP ecosystem – delivering the complex
aviation market
Simplifying the aviation market for CAPs
Aircraft operators
Connectivity
Service provision
On-board hardware
Certification/installation
CAP
application
CAP ecosystem – delivering the complex
aviation market
Simplifying the aviation market for CAPs
Aircraft operators
Connectivity
CAP
application
Service
provision
On-board hardware
Certification/installation
CAP ecosystem
Principles
Comprehensive “storefront” for applications and services
Flexible end-user billing for apps and content
Universal set of APIs to expose network and service functionality
Efficient content delivery based upon APIs
Rich developer ecosystem
CAP commercial decision process
Select target audience
Commercial air transport
Crew or consumer
Business Aviation
Set application pricing model
Charge ‘At download’
Subscription based
On-going usage based
Determine operational environment
In/Out Customer Bandwidth
Hosting requirement
No real-time traffic required
Identify need for content pre-positioning services
Peak delivery
Off-peak delivery
No pre-positioning required
Gateway tools for CAPs
The Inmarsat developer portal - ready for action
Initial APIs published
Expecting significant
API and testing
availability in
September
Commercial terms
will be rolled out over
the summer with
each VAR
https://developer.inmarsat.com
The power of Gateway
Telemedicine applications
Gateway in operation:
Telemedicine
The App: A premium on-demand service putting passengers in
direct video contact with a medical professional
The scenario: Airline passenger has taken ill
• Patient and aircraft operator need/want immediate response
• Service requires dedicated bandwidth to ensure quality of service
• Airline wants to ensure crisis is managed and overall aircraft bandwidth is not impacted
Gateway delivers:
• GX connectivity
• Billing flexibility and simplicity - Either the patient or the airline can be charged
for the time they are connected
• Passenger
Billed after event via post-paid
• Airline
Billed via monthly bandwidth charge
• Location API
• Used to determine 1st available doctor location
• Used to determine best treatment options
Gateway in operation:
Telemedicine
Billing flexibility
Airline billing –
App providers can charge:
Patient / insurance billing –
App providers can charge:
Set-up fees
One-time
Monthly service fees
Monthly service fees
Per aircraft fees
Usage-only fees
Usage as part of aircraft
bandwidth allocation
Pre-paid or post-paid
Usage as a separate
bandwidth charge
The power of Gateway
VOD
Gateway in operation:
VOD
The App: A news organization and airline want to get their perishable
VOD content delivered on-board fast
The scenario:
• Airline passengers want specific ‘approved’ news headlines on specific flights
• Aircraft operators want approved and automated specific content delivered
to specific aircraft
• Airlines want to empower content providers directly with useful tools
and get out of the way
Gateway delivers:
• GX connectivity – Delivery within 24 hours
• Billing flexibility and simplicity
• Either the news organization or the airline can be charged for the content
• Location API
• Used to manage content geo location rules
• Used to determine content applicability for fleet
Aviation applications 2013
A powerful message of innovation for the market
Aviation applications 2013
A powerful message of innovation for the market
Apps funding and support is available
Aviation Applications 2014
Save the date!
30 September 2014
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Inmarsat HQ
Focus areas:
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Commercial terms
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Distribution ‘rules of the road’
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API review with Q&A
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1:1 Application provider meetings
Conclusion and question
Applications represent our combined future
so
Why are we even talking about GXTV?
Aviation applications – GXTV
‘The on board live television mystery’
The TV mystery part 1 - Hey Inmarsat,
why don’t you just step aside?
1. OTT –
Bandwidth cost
WE GET IT –
Consumers want to fully control content
2. OTT –
Not a good sports solution
3. OTT –
IFE has compelling content
4. Traditional TV –
No Rights
The TV mystery part 2 -
Who even watches TV anymore? Media consumption patterns - 2013
Today,
Global passengers can:
1. TV is very
important to
consumers
2. TV remains a
fundamental media
consumption
behavior
3. TV drives online
activity
Source: Nielsen Cross Platform Report – March 2013
Did it all fall apart for TV in 2014?
1. Only slight changes
2. TV remains a fundamental
media consumption behavior
3. Just ask our friends
at Twitter about the power
of TV
Source: Nielsen Cross Platform Report – March 2014
The mystery continues – people like TV
Source: Nielsen Cross Platform Report – March 2014
What about all those wireless devices
you talked about?
TV’s power is global
TV mystery part 3 –
TV on-board adds only cost… not value
Consumers are connecting while they watch
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TV and Twitter
Source: Nielsen Cross Platform Report – March 2014
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The TV mystery part 4 - content
Which content is relevant to the on-board TV value proposition?
Very
relevant
Irrelevant
Relevant
Sports
News
Movies
TV
shows
Events
Timesensitive
content
Very
relevant
Content - why is sport content so
relevant/expensive?
The global TV sports audience
FIFA World
Cup Final
UEFA Euro
Final
Champions
League Final
NFL Super
Bowl
F1 World
Champions
Bahrain GP
ATP
Wimbledon
Final
Sport content
Driving the entire media sector
Sport content
Sport24 has all the answers?
Monday June 9th
Live content – 0%
Key content
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Reviews
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Classic goals
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Another chance…
Good use of GX?
Good passenger
experience?
Content
More channels means a better TV experience?
Do those
Kardashians
need this
much ‘keeping
up with’ over
GX?
Great
highlights but
little beef
The TV mystery part 5
What do Airlines want?
Flexibility
Price
Live, near live
and VOD
Sports and
marquee events
Mystery solved
Inmarsat’s GXTV solution
Up to 3 Live TV multicast channels
A flexible events infrastructure
VOD delivery – regional news and events
Content
Live Stream
Live Stream
Live business news
Live and VOD
Sports channel
VOD
Worldwide news
and events
On board
software
On board
hardware
Multicast
Live
Live news
In Seat IFE
System
Head end
W-IFE
Application
And if wasn't for those pesky Inmarsat
kids…
TV mystery
Issue
Solved
1
Just get out of the
way Inmarsat
2
Nobody watches TV
anymore
3
Actually, it drives
TV on board is just
cost…not adding value connectivity
4
What’s all the content
fuss about?
Sports an events
5
What do airlines
want?
Key content, events and
flexibility
Simple, we can’t
Actually, they do
Thank you