New opportunities with FB150

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New opportunities with FB150
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Contents

• Commercial drivers
• FB150
• Objectives
• FB150 services
• Target markets
• Characteristics / challenges
• Strategy

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FleetBroadband Latest generation Inmarsat
maritime service

• Launched 19 November 2007
• Targeted core maritime markets
• Large Merchant (gt5000grt)
• Government
• Industry acceptance
• MFEs
• Unprecedented Growth
• Over 1000 SIMs activated
• APM-Maersk Deal
• 150 vessel, FB500 largest communications refit
  in maritime history

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FleetBroadband The future program

• Target
• Remaining core and non-core market
• Provide path for existing EE customers
• Characteristics / challenges
• Lower ADU and budget vessels
• Existing products and competition
• Strategy
• Targeted marketing strategy
• Suitable product range

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FleetBroadbandNew and existing market drivers

• Comms increasing efficiency
• Crew communications demands
• Embracing IP era
• Increased value for money with current products
  in market

Hardware MRSP vs. Data Performance
k
100,000
Existing customers
FB 500
Fleet 77
Fleet 33
10,000
Mini M
FB 250
Mini C
FB 150
GSPS FP
1,000
0
1
10
100
1,000
10,000
Data Speed kbps
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FB150 development program
Considerations for hardware and airtime
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Programme objectives

• Objective
• Low cost terminal with competitive airtime
  package
• For smaller vessels (or vessels with basic
  requirements)
• For Commercial Service Introduction in mid-2009
• Approach
• Third Class of FleetBroadband (was in original
  plan)
• Fit below FB250 and above FleetPhone
• Sub 5k hardware, competitive airtime
• FleetPhone (2010)

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Programme objectives (2)

• Brief
• Minimise cannibalisation of FB250
• Engineering lower service performance
• Marketing - expand wider FB market appeal (wider
  volume market)
• Above Deck Unit (ADU) size is not a constraint
• Spectrum efficiency
• Terminal cost
• Schedule

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How did we address the issues?

• Schedule
• CSI mid-2009
• Terminal Cost
• Product Differentiation
• Spectrum Efficiency to enable competitive
  pricing

• Re-use existing technology
• UT and RAN
• Contribution to NRE, Volume commitment. Minimise
  UT-TE interfaces
• Reduced services and performance compared to
  FB250
• 16 QAM bearers, Terminal EIRP G/T equivalent to
  FB250

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Product and services
Contracts Thrane Thrane, Add Value - CSI by H2
2009
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Programme schedule

• Q2 2009
• Launch event
• MFEs (5)

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Non-core marketing strategy 2009

• Fisheries
• Leisure
• Smaller
• Local
• Low-level support

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Target markets

• Fisheries
• Industry market competition (online marketing),
  environmental data needs (oceanographic)
• Management/regulatory VMS, E-Logs, Quota
  (Live?),
• Leisure
• Smaller part-time use vessels (sailing boats)
• Simple IP needs (weather, email, messenger)
• FB150
• Single user data access
• Limited monthly data (simple access like Email
  and less than 5MB of internet per day)

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Characteristics / challenges

• Local retail (Distribution)
• Limited IT knowledge (end-user distributer)
• Airtime price sensitivity
• Need for plug play systems (hardware, billing,
  applications)

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Strategy

• Products
• FB250 existing and new markets
• FB150 new markets, small vessels and basic
  requirement
• FleetPhone (2010)
• Non-core Strategy
• Market research to optimise service launch (early
  2009)
• No large conferences
• Small/local seminars and demonstrations (Inmarsat
  Demo Gear)
• Support (Connect funding) based on ability to
  address non-core strategy (SPs, local fleet,
  demonstration equipment)
• Bespoke literature
• Specific regions
• North America, Australia, Spain (Domestic)
• North Sea, Indian Ocean, Pacific Ocean
  (International)

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