PowerTV™ Enhanced Services

 Copyright © 2008 VDA multimedia spa PowerTV™ Enhanced Services Brief Guide Lines for understanding unique features, services and benefits of PowerTV world, IP Television Portal and Worldwide Media for the Hospitality Industry. PowerTV™ Business Models SUMMARY 1. WHAT IS POWERTV™
3 2. IMPROVING COMMUNICATIONS WITH YOUR GUESTS
4 3. WHY POWERTV™ IS DIFFERENT
5 4. CONTRIBUTORS TO YOUR TELEVISION NETWORK
8 5. VDA UPDATING, DISTRIBUTION & SYNCHRONIZATION SERVICES
9 6. POTENTIAL REVENUES & VALUE WITH POWERTV™
11 6.1 Entertainment & Connectivity Services
11 6.2 Upselling hotel facilities (extras)
12 6.3 Cross Marketing within the Hotel Chain
12 6.4 Conference Services
13 6.5 Sponsorships
14 6.6 Saving & Efficiency Improvement
15 6.7 Customer Satisfaction Improvement
15 7. 16 POWERTV™ SYSTEM CONFIGURATION AND FEATURES
Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 2 O F 18 PowerTV™ Business Models 1. What is PowerTV™ PowerTV is a fully digital IP based Interactive TV and IPTV system, specifically designed for the Hotel Industry able to provide a real TV Portal experience. This is the first system of its type to include a unique editorial feature, giving the hotel more flexibility and control over contents. At the front end of PowerTV is a well‐designed, clear and intuitive interface enabling efficient communication with hotel guests. Once guests have made their hotel booking, an email is sent to them outlining the many and varied ways in which PowerTV will enhance their stay, including entertainment in the form of TV, films, music and games, internet connection, regional and city guides and the PowerTV Magazine. The editorial element of PowerTV is a unique feature offered and fully serviced by VDA Multimedia. Rather than the traditional pay‐TV model, PowerTV makes possible a great variety of new business models and new source of revenues. The many beneficial features of PowerTV include: ƒ Access to the PowerTV international television network – a network of potential businesses advertisers for PowerTV’s own lifestyle channel, PowerLife; ƒ Hotel facilities are made available via a simple remote control offering limitless “up‐selling” opportunities; ƒ The Conference service can provide hotel guests with valuable, up‐to‐date information about current conferences or meetings in the hotel; ƒ Partnerships and reciprocal arrangements with other prestigious suppliers, including direct marketing campaigns (for example wine tasting or test driving a new car); ƒ Regional and city guides providing useful information for hotel guests, and opportunities for reciprocal relationships, partnerships and sponsorships with local businesses, restaurants and entertainment venues; ƒ A more professional corporate image and cross marketing among the hotel chain; ƒ Monitoring guest satisfaction through the exclusive e‐guest surveys for better guest profiling. In short, PowerTV moves the traditional In Room TV model into a whole new dimension. The guests’ stay at the hotel is significantly enhanced, and the hotel benefits by increasing efficiency, revenues, number of clients and guest satisfaction. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 3 O F 18 PowerTV™ Business Models 2. Improving Communications with your Guests A significant indicator of the quality of hotel services is the rate of repeat business. Regularly returning guests suggest that the hotel and staff have done a good job. To maximise this, it is essential not only to provide guests with the high levels of service they should expect, but also to offer them something more, to go the extra mile. PowerTV can be the little extra that makes the big difference. Establishing a hotel‐
guest privileged communication channel will considerably enhance a guest’s stay, and may even positively affect their emotions. “People are not logical, they are emotional. Prejudice, pride and vanity are what people care about.” Dale Carnegie (1888‐1955) The power of communication through In Room TVs has long been underestimated. Guests who expect to merely find limited television and movie channels will be pleasantly surprised and impressed when presented with an interactive, intelligent and multi‐faceted TV system. A poll recently carried out by VDA showed that the most important service a hotel guest can expect from their In Room TV system is access to professional and comprehensive information about the hotel’s services, the city and the region. This is exactly what PowerTV City Magazine and Hotel Multimedia Directory offer, through hundreds of multimedia pages and video content on demand. In addition, the PowerTV system remembers returning guests’ preferences and will dynamically adapt itself to each guest’s individual profile. Listening to what clients want, and then providing it and more, is a powerful and effective means of establishing, enhancing and maintaining an enviable reputation and ensuring that all‐important repeat business. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 4 O F 18 PowerTV™ Business Models 3. Why PowerTV™ is Different At VDA Multimedia, the publishing team’s professional editorial service provides “the soul” to PowerTV technology. Their enthusiasm, professionalism and creativity are vital in giving appeal and interest to the PowerTV content. The mission statement of PowerTV’s publishing team is: “Enthusiasm is the greater hill‐climber” Elbert Hubbard ( 1856‐1915) The PowerTV team adds passion and enthusiasm to the PowerTV system by providing both the information a guest may expect to receive, along with a professional editorial format to exceed their expectations. PowertTV
multimedia pages
(text + video
+ sound))
editing
delivery
ingestion
VDA-MAM
Everywhere in:
Broadcast
Multicast
Who > Address
Unicast
different contents
When > Scheduling
from every source
storage
Speed > Bandwidth
in any format (files,
How > Costs
pepers, file office,
text, photoes)
every contents
(ex. A City Magazine
or part of that)
The publishing team comprises, today, 15 dedicated people worldwide, whose main activities are: ƒ Creating and updating the editorial format in liaison with the individual hotels; ƒ Acquiring and selecting appropriate multimedia content for the PowerLife lifestyle channel‐ on demand TV with themes of health, food & wines, luxury products and services, exotic sports cars, glamorous yachts, and jewellery & fashion; Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 5 O F 18 PowerTV™ Business Models ƒ Producing customised, bespoke multimedia content for the hotel or hotel chain’s promotional and marketing activities; ƒ Creating and updating the PowerTV City Magazine to provide useful information about the city and the region with hundreds of multimedia pages, high quality graphics and video content; ƒ Collaborating with hotel Meeting Planners to keep the Conference service constantly updated and relevant; ƒ Creating a unique look and feel for each hotel organisation’s PowerTV system incorporating their own corporate identity; ƒ Creating and updating the hotel’s directory; ƒ Managing the storage and distribution of multimedia content and programs; ƒ Liaising with international and national sponsors for inclusion in the PowerLife channels; ƒ Liaising with local sponsors, in collaboration with the hotel, for inclusion in the PowerTV Network; ƒ Distributing multimedia, high definition content worldwide through a sophisticated platform able to feed each local server with Unicast, Multicast or Broadcast transmissions; ƒ Constantly monitoring the profitability the PowerTV service is achieving for clients; ƒ Reporting the results to the hotel and adapting or improving the content accordingly; ƒ Carrying out direct marketing campaigns, promotional offers and online guest surveys to optimise guests’ experience; ƒ Providing hotels with a professional “Communication Coaching” service. For each hotel a Communications Manager will train the hotel staff in all aspects of the PowerTV system. The Communications Manager will regularly work alongside key people within the hotel organisation: the General Manager, Commercial Manager, Marketing Manager, the Meeting Planner and Purchasing Director. Each may have clients, partners or suppliers who would be interested to have their own content included in the PowerTV system. The publishing department is the “heart and engine” of the PowerTV Portal. Through the PowerTV editorial team and the support of the Communications Manager, the In Room TV has been transformed into a powerful, meaningful television, information and communications network. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 6 O F 18 PowerTV™ Business Models Among PowerTV’s many features are: ƒ Entertainment on demand (films and music); ƒ Themed TV channels on demand (PowerLife) with national and international sections; ƒ Radio on demand around the world; ƒ Easy internet connectivity through TV or laptop; ƒ Multimedia hotel directory (internal hotel television); ƒ Interactive services (e.g. guest survey, view bill); ƒ Real‐time share monitoring; ƒ IPTV provides a wide selection of digital TV channels from around the world with multiple audio, EPG, time shifted and PVR services; ƒ Prestigious institutional television services to companies running meetings or conferences in the hotel; ƒ Homogeneous, well‐designed user interface for guests’ laptop connectivity portal and email booking confirmation. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 7 O F 18 PowerTV™ Business Models 4. Contributors to your television network It’s more than merely advertising: businesses providing products and services at local and national levels, as well as international brand names, will want to contribute to, and be part of your television network by becoming PowerTV sponsors. Worldwide, over 16 million people a year stay in luxury hotels using PowerTV. These guests are discerning, cultivated and selective; they represent the ideal target market for advertisers of first‐class, quality, luxury goods and services. And, every year this number grows by 5 million. PowerTV sponsors have a unique opportunity to attract the interest of hotel guests and offer them a different advertising experience. All contents provided by sponsors will be screened by PowerTV publishing team for it’s appropriateness. PowerTV is the first influential “new media” of the hotel and leisure industry. It has a professionally designed editorial format, powered by a sophisticated software and communication platform, and developed entirely by VDA. Why wouldn’t high calibre companies want to include their luxury products and services in your television network? Where better to advertise to their ideal target audience than your luxury hotel? Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 8 O F 18 PowerTV™ Business Models 5. VDA updating, distribution & synchronization services Software Updating The latest release of PowerTV Software platform (middleware) has been designed to be automatically updated (both at STB and Servers Level) with a “pull” logic from the Updater Server. Regular software updates are automatically activated without causing any interruption of the service into hotels, being executed only when TV is not in usage and only in certain period of times. Progress of the updates is monitored in real time by VDA monitor. Content Distribution Multimedia contents (Movies, Music, Documentaries, Video Clips, Games etc.) are distributed through the VDA delivery platform. It is based on Addressed IP Transmission which can use the Satellite Network (encapsulation of IP content into Encrypted DVB transmission) or a Peer to peer Internet Based content distribution system. Satellite distribution Network is mainly used for Multicast and Broadcast transmissions; Peer to peer CDS for Unicast, Multicast and Broadcast. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 9 O F 18 PowerTV™ Business Models Content Synchronization Keeping Up‐to‐date specific contents, such as Internet Radio Links or City Magazine Multimedia Databases, is of great importance to grant a reliable and useful service to the guest. This task is performed by a specific application running into the centralized Synchronization server in VDA HQ. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 0 O F 18 PowerTV™ Business Models 6. Potential Revenues & Value with PowerTV™ Adopting PowerTV future‐proof technology and combine it with the added value advanced editorial services from VDA Publishing Department and the active collaboration of Hotel organization, can dramatically change the Profit & Loss and return of investment for the Hotel. A personalized Report could be prepared, on demand, by our specialists based on data and historical statistics provided by the hotel, on reasonable assumption based on the experience and track records from VDA and, finally, on the increased guest satisfaction we can track from our Usage Log Records and Electronic Guest Surveys. Revenues & Value are categorized within the following main sections: 6.1 Entertainment & Connectivity Services The three pay‐services considered in this section are: movie on demand, web‐TV and laptop connectivity. Transactions per room per month for each service is based on a standard 30‐movie library with monthly updates and average room tariffs. PowerTV offers guests “service packages” (e.g. a library of movies for a slightly higher price than a single movie, all the PowerTV services for one discounted price, discount for access to both PowerTV and laptop connectivity services).Where such service packages are offered, more than 60% of the transactions are made on those packages rather than single services and, by adopting a proper pricing structure, it generates an increase of the global revenues between 10% and 30%. Also, by enabling the extended movie library (offering approx 100 movies on demand including some classics, rather than the standard 30‐movie library) the transaction rate of the movie on demand service will increase dramatically. The percentage increase strictly depends on the clientele demographic. Specific studies and reporting on this can be carried out on an individual hotel basis, on request. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 1 O F 18 PowerTV™ Business Models 6.2 Upselling hotel facilities (extras) The hotel’s portfolio of its own and external services can be significant in terms of revenue and profitability. Often the capability to sell extra services with high added value has a substantial effect on the hotel’s overall turnover. Historically the hotel industry has regarded interactive TV systems as Pay TV offering adult movies with some accessory features, presented through a graphical user interface. Today the hotel industry should consider interactive TV systems as a real internal television network, with a rich library of multimedia content and services, produced to professional standards, where the hotel can be it’s own broadcaster. Using PowerTV to inform, entertain and inspire guests, the hotel organisation will certainly generate considerably more revenue than selling just one movie. Moreover, involving the key members of staff will improve motivation and increase their sense of belonging to the corporate identity: Why not let the Chef to talk to guests with a brief interview explaining his story, the philosophy behind his cuisine, his signature dish, some curiosities about the cultural influences and background of the seasonal menu? Perhaps a short tour of the Health Club, highlighting the facilities and benefits? Or, maybe a movie clip of the Barman preparing his latest cocktail creation “on demand”? The possibilities are endless. 6.3 Cross Marketing within the Hotel Chain A chain of hotels has great potential added value, which can translate into more bookings and more revenue via the internal television network. Through PowerTV the hotel can show not only what is available in their current hotel, but also what the entire chain can offer to guests in a more captivating and alluring way than a static, printed brochure. The Chairperson of the chain could send a welcome message to each guest, or details of newly opened or refurbished hotels could be shown, details of special offers, honeymoon breaks and other hotel’s’ environs can all be illustrated on PowerTV. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 2 O F 18 PowerTV™ Business Models 6.4 Conference Services Conference services are an important source of revenue for many hotels. The business model offered by PowerTV aims to further increase the quality of service and increase the revenue of the conference package for the hotel. A new service is available from PowerTV for the hotel’s Meeting Planner, which includes the customisation of the PowerTV portal for the company hosting the meeting or conference. Delegates staying in the hotel will find a fully customised welcome message with corporate colours, logo, a video welcome message by the CEO or President of the company, the conference agenda, meeting points and after meeting programmes. These features are presented within the professionally designed user interface and include Flash and/or video content. Upon request of the hotel’s Meeting Planner, the PowerTV publishing team will contact the company directly to request all the multimedia material necessary for the TV portal customisation. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 3 O F 18 PowerTV™ Business Models Once the project has been entered into the hotel’s database server, the Meeting Planner can make modifications and amendments simply, through a PowerTV web portal. A room distribution list is decided on, where the customised portal and video presentation services will appear only in specific delegate’s rooms for the duration of the event. 6.5 Sponsorships TIME IN ‐ entertainment and connectivity services to enjoy in the privacy of the hotel room; and TIME OUT ‐ the City Magazine developed by VDA to offer a multimedia video guide of the city and the region, with a great deal of professionally designed, sponsored information content. The City Magazine is one of the PowerTV Magazine programs where sponsors can establish a presence: restaurants, wine bars, pubs and cafes are highlighted in the Food & Drink section, gift ideas or typical products of the region are under Shopping, night clubs, live music or discos appear in the Early Hours section and special events in town are listed under Events. The lifestyle multi‐channel (PowerLife) is also available from PowerTV. In this Magazine, the most prestigious brands in the world can entertain and inform guests by telling their story. This may be a movie clip for sports car enthusiasts about the story of Ferrari or Porsche, or new trends of the moment (technological gadgets, fashion or jewellery) or sponsoring exciting documentaries about extreme sports or beautiful locations. There is also space for direct marketing and promotional campaigns organised by the hotel or locally, for example sponsored cultural events, wine tasting or sporting events or simply special offers of complementary services offered to guests by some of the hotel’s suppliers (car rental, sight‐seeing tours, sporting activities, etc.) Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 4 O F 18 PowerTV™ Business Models 6.6 Saving & Efficiency Improvement PowerTV system makes available to the hotel a number of internal communication services, including: ƒ Room status update from the TV Interface; ƒ Maintenance menu: monitors the status of In Room technical equipment via the TV interface to the central database; ƒ Food Loader: mini‐bar content management; ƒ Tele‐ordering: placing orders from the TV interface directly to a Room Service remote printer; ƒ Electronic guest survey: automated compiling of e‐questionnaires, data collection and reporting. 6.7 Customer Satisfaction Improvement A number of PowerTV services are usually offered free of charge to the guest: ƒ Music on demand: access to a comprehensive music library selected by the PowerTV publishing team; ƒ Games for kids; ƒ Information on the city (City Magazine) on the TV screen and via the laptop connectivity portal; ƒ Hotel multimedia directory (InfoHotel); ƒ High quality TV channels (digital distribution of IPTV) with multi audio and EPG; ƒ Guest iPOD control from the TV interface: guests can control their iPOD with the PowerTV remote control and listen to their music on the TV loudspeakers. Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 5 O F 18 PowerTV™ Business Models 7. PowerTV™ System Configuration and Features SYSTEM CONFIGURATION – MAIN MODULES: ƒ n.1 PowerTV Set Back Box per room ƒ n.1 PowerTV Remote Control per room ƒ n.1 Remote Control Holder per room ƒ N.1 Merchandising Kit for Laptop Connectivity Service (per room) ƒ n.1 Wireless Keyboard per room ƒ 2% Spare Parts Landed into Hotel for immediate replacement ƒ n.1 Main Application Server Unlimited Rooms ‐ Rack Mounted ƒ n.1 Remote Browser & Internet Radios Server – Rack Mounted ƒ n.1 Storage Video Server for 100 contemporary streams – Rack Mounted ƒ 19’ Rack unit for Central Unit with UPS unit MOST TYPICAL FEARTUES: ƒ Welcome Message ƒ Main Menu with Picture in Picture feature for Hotel Channel or TV Channel Contemporary Display ƒ Personal Message ƒ Group Message ƒ Internet TV Browsing with Simplified PowerTV Portal ƒ SSL protocol for secure transaction through Internet TV ƒ PIB (Picture In Browser) Feature ƒ Full Digital VOD with Pay Per View Debiting ƒ View Bill ƒ Wake UP Service ƒ Banner Management ƒ Music On Demand with PowerTV library ƒ Internet Radio Portal for simplified selection for Internet Radios from the World ƒ United Music Portal: 23 Thematic Radios with more than 100.000 tracks ƒ Games On Demand Basic Library (5 games) ƒ Flexible Billing Module (Service Packages) ƒ Laptop Connectivity (PowerLink) with three debiting Guest Option and Hotel Logo Customization ƒ PMS Interface ƒ IPTV (PowerView) – 50 Channels Free to Air with Thematic or Geographical program menu system (*) Cost Configuration may change based on precise Channel List provided ƒ TV Set Central Tuning & Setup Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 6 O F 18 PowerTV™ Business Models ƒ Help On Line ƒ Auto Diagnostic Feature (VDA monitor) ƒ Standard Language Package: 5 languages (excluding exotic characters) SERVICES INCLUDED: ƒ Start Up & Commissioning ƒ Training for Hotel Personnel ƒ Reserved ADSL Line to VDA for Content Distribution and System monitoring ƒ Manuals for Hotel Maintenance & Technical/IT Responsible SERVICES & OTHER COSTS NOT INCLUDED: ƒ Freight & Custom Duties ƒ Installation of the System ƒ LCDs and LCD Accessories ƒ LCD installation ƒ LCD Open Architecture Integration fee (depending on model and brand) ƒ Ethernet Networks ƒ Internet Connectivity Contract with Local Telecom for Laptop Connectivity Service OPTIONAL FEATURES & SERVICES: ƒ Animated Menus. ƒ Transparent Menus. ƒ Parental Control Feature for Adult VOD Content ƒ Room Service – Teleordering ƒ Electronic Guest Survey ƒ PowerFeedback – Automatic Welcome E‐Mail for Hotel Services Upsell and City Events and Information ƒ PowerTV City Magazine ƒ PowerTV Life Style On Demand Channel ƒ Extended Help Desk 18/24 ƒ Communication Coaching Service ƒ PMS Extended Interface (Guest Profiling) ƒ Advance Monitoring Service Package ƒ Info Hotel Customized Pages (Hotel Directory): publishing department activities ƒ Web Editing for Dynamical Update of Interactive TV pages ƒ Laptop Connectivity Portal with Hotel Services Upsell and City Events and Information ƒ RSS Feeds for News Banner Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 7 O F 18 PowerTV™ Business Models ƒ World Weather Forecast based on RSS Feeds ƒ Room Control Page to manage Lighting Scenarios, Temperatures, Curtain Control ƒ Minibar Manager Module ƒ In Room Maintenance Menu Module ƒ Games ON Demand Extended Library ƒ Express Check Out ƒ Conference Channel ƒ Exotic Languages (Arabic, Japanese, Chinese, Cirillic,Thai) ƒ EPG for IPTV Channels ƒ PVR feature for IPTV Channels ƒ Free Stand Docking Unit for iPOD ƒ DVD management module (with Same PowerTV Remote Control) ƒ Home Theater Amplifier Management Module (with Same PowerTV Remote Control) ƒ Auxiliary Connection Panel Management Module (e.g. TeleAdapt) ƒ IP Telephone System Integration ƒ Communal Areas Signage System ƒ Communal Areas Music Background Digital Distribution System Copyright © 2008 VDA multimedia spa ‐ Confidential P A G E 1 8 O F 18