Mobitex. Mobitex Competence Development Step 1 MXT-04: 0037 rev A © Mobitex Technology AB 2004
Mobitex Technology AB. Dedicated to mobile data. In short. . We design, supply and support Mobitex networks HQ in Gothenburg, Sweden. Hand picked distribution channels in selected markets Owned by an UK investment group Coordinating the Mobitex Association MXT-04: 0037 rev A © Mobitex Technology AB 2004
Global. Deployed worldwide for professional users Mobitex is an advanced, digital, packet data network for wireless communications Mobitex has an extensive amount of users among governments and enterprisers around the world 30+ public and private networks covering six continents Over 1 million professional users Very secure and reliable technology Used by 75+ public safety organizations in over 10 countries Positioning, dispatch, database access, e-mail, messaging, alarms, telemetry etc. MXT-04: 0037 rev A © Mobitex Technology AB 2004
Key statements Mobitex market Reliability – absolute reliable communication Availability – Very high availability Guaranteed delivery – 100% package accountability Instant communications – Short latency, no call setup MXT-04: 0037 rev A © Mobitex Technology AB 2004
Proven. Used by 1, 5 million professionals. Mobile Enterprise Public Transport Public Safety MXT-04: 0037 rev A Field Service Transport & Logistics Point-Of-Sales Parking & Vending Security Utilities Multimedia © Mobitex Technology AB 2004
Target Public Safety Markets Drivers = value arguments Mobitex selling points References – important implementations MXT-04: 0037 rev A © Mobitex Technology AB 2004
Drivers within public safety Increased focus on security and anti-terrorism New awareness of reliable communications Growth in demand not more resources to handle increased workload Mobile data in itself has a number of key benefits for Public safety users: Greater accuracy with reduced ambiguity of messages, speedier checks of people and vehicles, reduced paperwork, audit trail, increased productivity, more time on the field, reduced workload in central control rooms © Mobitex Technology AB 2004 MXT-04: 0037 rev A © Mobitex Technology AB 2004
Selling points Emergency & public safety Excellent performance during crisis Independent from general consumer traffic Voice and data in separate networks increase redundancy and reduce dependance on voice - less spectrum for voice - voice and data simultaneously Increased security with closed user groups Functionality such as push, broadcast, mailbox No waiting time for call setup, short latency MXT-04: 0037 rev A © Mobitex Technology AB 2004
Deployed On a global scale Used by some 100 public safety organizations in more than 10 countries Police UK London Metropolitan Police (1400) Police Italy and Austria Ambulance services QAS and NSW Sweden OLA Ambulance Fire services - New York fire dpmt Governments MXT-04: 0037 rev A © Mobitex Technology AB 2004
Case: The Swedish OLA Ambulance Service 30. 000 Swedes suffer from heart attack each year 12 channel ECG transmitted to hospital for analysis Cardiologist determine grade of heart attack and treatment can start directly in the patients home or in the ambulance Instructions to driver on which hospital to use are sent, and proper preparations are made at the emergency ward MXT-04: 0037 rev A © Mobitex Technology AB 2004
MXT-04: 0037 rev A © Mobitex Technology AB 2004
Target Public Transport Markets Drivers = value arguments Mobitex selling points References – important implementations MXT-04: 0037 rev A © Mobitex Technology AB 2004
Drivers. control. Automatic vehicle An RTPI system enhances safety by allowing drivers to devote full attention to operating the vehicle. Text messages from traffic control Time in relation to schedule Support for making connections Automatic control of signs, stop announcements, connection information Alarm in case of assault Alert in case of vehicle fault MXT-04: 0037 rev A © Mobitex Technology AB 2004
Selling points. Public Transport Predictable pricing and reliability (SLA: s) Availability – under all traffic conditions Support a range of functionalities that can further enhance public transport services Data instead of voice means less interaction with driver Proven under demanding conditions No dropped connections during roaming Capacity (compare Tetra) MXT-04: 0037 rev A © Mobitex Technology AB 2004
Deployment. A selection already in use RTPI - Paris RATP (4500) - Gothenburg (450) - School buses US Taxi - Comfort taxi Singapore (9500) - Connexxion Netherlands (5500) Traffic and fastest route information - Korea - Singapore Ticketing - Korea MXT-04: 0037 rev A © Mobitex Technology AB 2004
Caseinfo in Paris buses. Security & The Solution - alarm for drivers, travel information Security and information applications via Mobitex using GPS in 4000 buses. Real time info provided to passengers and operative center, on departures, arrivals, delays and accidents. Alarm button if driver is attacked. © Mobitex Technology AB 2004 MXT-04: 0037 rev A © Mobitex Technology AB 2004
Case in Singapore. Comfort Taxi The Solution – booking and dispatch system 9500 taxis with computerized GPS tracking & automatic dispatching system via Mobitex Customers may order taxi through order terminal or automated call handling. Control center interact only when disturbances occurs © Mobitex Technology AB 2004 MXT-04: 0037 rev A © Mobitex Technology AB 2004
Marketing. At Mobitex MXT-04: 0037 rev A © Mobitex Technology AB 2004
Material General Brochure English Russian Swedish MXT-04: 0037 rev A Public transport brochure English Data sheets for hardware software, connectivity products… Mobile Data Magazine news, feature articles in-depth stories, reports Success stories Police UK Ambulance Australia Fire alarms Australia Traffic Singapore Public transport France © Mobitex Technology AB 2004
Material Powerpoint papers - General Mobitex - Public Safety / government - Public Transport - M 2 M Event material Demos - Technisyst, Ortivus – ambulance - Tyco – alarms - APD – police - B&M – Blue. Tex + IPAQ for police - Volvo – RTPI and more… MXT-04: 0037 rev A © Mobitex Technology AB 2004
Mobitex Sales Channel Partner Web http: //www. ericsson. com/mobitex MXT-04: 0037 rev A © Mobitex Technology AB 2004
Information Sources for Mobitex information Web Mobitex www. mobitex. com Web Mobitex Association www. mobitex. org - News, product listings (terminals and solutions) references System presentation (technical) Competitor information Value argumentation guides MXT-04: 0037 rev A © Mobitex Technology AB 2004
Information Sources for Mobitex information MDM No 1 2004 Focus: One city one system Waste management in the Netherlands Community services in Sweden Community policing in the UK Simple solutions for a complex society MDM no 1 2003 Focus Public Safety New South Wales government London Metropolitan Police National security Administration Interview with Queensland ambulance MDM no 2 2003 Traffic / Focus Public Transport Skåne trafiken (RTPI) Taxi Netherlands Real traffic in Korea School buses RTPI systems overview MXT-04: 0037 rev A © Mobitex Technology AB 2004
Activities Exhibitions & tradeshows Seminars & roadshows Speaker opportunities Mobitex conference Advertising: Very sparsely Articles Direct mailing MXT-04: 0037 rev A © Mobitex Technology AB 2004
MXT-04: 0037 rev A © Mobitex Technology AB 2004
Mobitex Partner Program MXT-04: 0037 rev A © Mobitex Technology AB 2004
Partner & Alliance Ericsson’s PAL program support development of new wireless data services and coordinate marketing plans in agreed markets Already in a start-up phase with six companies Cooperation on marketing and sales is a natural extension of our existing technical support program Ties into Mobitex Association that is now successfully re-launched MXT-04: 0037 rev A © Mobitex Technology AB 2004
Commitments Joint marketing plan Joint sales and marketing activities Sales lead referral Matchmaking Joint case studies/demos/pilots Product bundling Sharing of speaker opportunities Sharing of press/editorial opportunities MXT-04: 0037 rev A © Mobitex Technology AB 2004
Mobitex Sales Process and Lead Qualification MXT-04: 0037 rev A © Mobitex Technology AB 2004
Mobitex Sales Process MXT-04: 0037 rev A © Mobitex Technology AB 2004
Holden Powerbase Methodology MXT-04: 0037 rev A © Mobitex Technology AB 2004
Fast Track Analysis as part of Lead Qualification MXT-04: 0037 rev A © Mobitex Technology AB 2004
Holden value versus Probability in % MXT-04: 0037 rev A © Mobitex Technology AB 2004
Pricing Principles MXT-04: 0037 rev A © Mobitex Technology AB 2004
Pricing Mobitex Pricing Principles 1) Market value based pricing 2) One global std partner price 3) Globally consistent price structure 4) Presenting partners with equal opportunities 5) Pricing based on SW and features 6) Adopt new ways of pricing such as Managed Services, Risk sharing MXT-04: 0037 rev A © Mobitex Technology AB 2004
Pricing Mobitex Pricing Principles HW is sold according to cost + margin All software is licensed with RTU (Right-To-Use) RTC (Right-To-Connect) is used to address Value Based Selling MXT-04: 0037 rev A © Mobitex Technology AB 2004
Price differentiation Proposed price structure address Value based pricing Focus on SW features and licenses rather than HW Consistent use of RTU and RTC implies simplification MS $(USD) PT HW+RTU MXT-04: 0037 rev A PS 1 0 2 RTC (BRU) 5 © Mobitex Technology AB 2004
Offer types 1. 2. 3. 4. 5. 6. Price indication Budgetary quotation Firm Offer including; Offer letter with Value Proposition and Value Statement Solution description including coverage maps Prices Terms and Conditions Proposed standard acceptance criteria Appendixes such as Non Disclosure Agreement and others depending on the offer MXT-04: 0037 rev A © Mobitex Technology AB 2004
Mobitex offer MXT-04: 0037 rev A © Mobitex Technology AB 2004
Define. Define the network Type of applications Traffic profile Number of users Geography and Topography Frequency band (400, 800 or 900 MHz) MXT-04: 0037 rev A © Mobitex Technology AB 2004
Dimensioning. MXT-04: 0037 rev A © Mobitex Technology AB 2004
Business Case. Support example Business case for a large city (example São Paolo, Buenos Aires. . ) Assumptions: 50 000 users after 4 years 250 k. Hz of spectrum 50 sites 150 channels Coverage circle with 45 km(28 miles) radius Indoor coverage circle with 12 km(7, 5 miles) radius 3000 users first year generating no income MXT-04: 0037 rev A © Mobitex Technology AB 2004
Business Case. Support example Cost / month / sub 30 25 20 US $ Network Investment 8 - 12 MUSD Tot CAPEX/Sub. 120 - 160 USD incl. Civ and site aq. ARPU ~40 USD/mont License fee 0 - 500 000 USD Churn <10% Bad debt 3% Interconnect 1 - 3% Operational cost~8 USD per sub per month 15 10 5 0 10 MXT-04: 0037 rev A 100 1 000 10 000 Thousand Subs © Mobitex Technology AB 2004
Business Case. Support example Accumulated $45 MXT-04: 0037 rev A $20 ARPU © Mobitex Technology AB 2004
The network MXT-04: 0037 rev A © Mobitex Technology AB 2004
Application Servers NCC (FCAPS) Topnode MOX IAS Application servers Base Modem/Device MXT-04: 0037 rev A NCC Internet MOX IAS © Mobitex Technology AB 2004
Protocols. Application Servers NCC X. 25 MPAK - Network layer Linklayers MASC ROSI X. 25 IP MDOT IP Internet MOX IAS X. 25 ROSI MASC MXT-04: 0037 rev A © Mobitex Technology AB 2004
NTE. Application Servers Internet NCC MOX Top. Node IAS Internet IAS MOX MXT-04: 0037 rev A MOX © Mobitex Technology AB 2004
OBC – One base concept. IP BRU 3 Local Host MXT-04: 0037 rev A Router Network Management Sweden Router IAS © Mobitex Technology AB 2004
Accessories MXT-04: 0037 rev A © Mobitex Technology AB 2004
Access products Modems & OEM module OEM-Modules Wavenet CNI Modems Wavenet Maxon Blue. Tex Bluetooth/Mobitex MXT-04: 0037 rev A © Mobitex Technology AB 2004
Access products Integrated devices Win 32 Others CNI Itronix RIM/Black. Berry Melard Panasonic Walkabout Computers … Win. CE Intermec Itronix Panasonic Progenie MXT-04: 0037 rev A … © Mobitex Technology AB 2004
Access products Non integrated device Aplicom Fujitsu Intermec Mentor Pro. Genie Symbol Psion Teklogix … MXT-04: 0037 rev A © Mobitex Technology AB 2004
Demo setup. MXT-04: 0037 rev A © Mobitex Technology AB 2004
Easy demo setup’s 1 BRU 3 Mobile clients Mobile host Radio-to-Radio communication No MOX connection required MXT-04: 0037 rev A © Mobitex Technology AB 2004
Available. Examples of available demos Police applications Ambulance application Telemetry, Meter reading Various e-mail applications Alarm applications E-POS application GPS applications For further information please see sales channel partner web http: //www. mobitex. com MXT-04: 0037 rev A © Mobitex Technology AB 2004
Appendix. Network Technology Speeds Mobitex GPRS EDGE 1 x. RTT EV-DO 802. 11 Theoretical 9. 6 Kbps 96 Kbps 472 Kbps 153 Kbps 2. 56 Mbps downlink up to 146 Kbps uplink 11 -20 Mbps (depends on Practical Maximum 8 Kbps 48 Kbps 236 Kbps 144 Kbps Urban 8 Kbps 36 Kbps 135 Kbps 70 Kbps Suburban 8 Kbps 36 Kbps 105 Kbps 60 Kbps Rural 8 Kbps 36 Kbps 75 Kbps 50 Kbps 8 Kbps 36 Kbps 135 -170 Kbps 70 -140 Kbps standard) Typical: Field rates 11 Mbps Note: speeds vary depending upon mobility conditions, proximity to cell, network traffic loads, signal strength and device-specific capabilities. MXT-04: 0037 rev A © Mobitex Technology AB 2004
Comparisons. Mobitex GSM – GPRS (EDGE) CDMA – 1 XRTT (EVDO) Track Record First generation implemented in 1985. Currently in 17 th generation. Launched in U. S. in 2002. Networks are still working through maturity issues. (Activation, Roaming, International Roaming, and Fault Tolerance. ) Launched in U. S. in 2002. Coverage is limited to digital footprint of Verizon and all of Sprint’s footprint. . Data-Focused Network As a data-only network, Mobitex’s sole focus is data and is therefore optimized for data As primarily a voice network, GPRS must share focus with the needs of the voice business. Since GPRS networks are operated by voice carriers (Cingular, T-Mobile, AWE), where voice is the vast majority of the traffic, needs of voice will have priority over needs of data. As primarily a voice network, 1 x. RTT must share focus with the needs of the voice business. Since 1 x. RTT networks are operated by voice carriers (Verizon, Sprint), where voice is the vast majority of the traffic, needs of voice will have priority over needs of data. Roaming Except for certain enterprises that require rural coverage and satellite coverage. Coverage build-out by each of the GPRS carriers requires roaming where available, which generally would result in roaming charges for the carrier, but not necessarily for the user. Capabilities of GPRS networks will also vary, so applications may not work consistently. Data roaming agreements are still being negotiated internationally, so availability and pricing of international GPRS roaming is still uncertain. 1 x. RTT networks in the United States do not roam. Coverage is limited to the native footprint of Verizon and Sprint respectively. Roaming outside of the U. S. is accomplished by a GSM rental handset program. Wireless Connectivity: (Push) “Push” technology for email. Emails come to the device automatically; user does not have to start a session or query the network. The network protocol is also highly efficient for this purpose when compared to typical IP protocol structures. Typically applications must either use the SMS channel to wake up the device and have it ‘check-in’ for messages or the device must maintain a constant PDP context so that the host computer can proactively send messages to the device. MXT-04: 0037 rev A © Mobitex Technology AB 2004
Comparisons. Mobitex GSM – GPRS (EDGE) CDMA – 1 XRTT (EVDO) Messaging IM+: If user tries to send message when out of coverage area, device holds message until user re -enters coverage area, then sends message. SMS: If user tries to send message when out of coverage area, user will receive a “message not sent” message. Device will not send message upon re-entering coverage area; user will have to re-type and resend message. Acknowledgemen t Sender sees a check mark next to the sent message when it is received by network, “D” when it is delivered to the recipient’s device, and “R” when the message is opened by the recipient. No acknowledgment feature available. However, certain applications in progress and anticipated this year will provide this capability at the application layer as opposed to the network layer in Mobitex. No acknowledgment feature available. Battery Life Very strong. Up to 2 weeks without recharging. 3. 5 hrs talk-time and 144 hrs standby. Frequent charging of device is necessary due to email “workaround” (see “email service” box above) and added voice functionality. Range up to 5. 5 hrs talk-time and 180 hrs standby. Many have no more than 2 hrs talktime and 10 hrs standby. Through-Put 8 Kbps GPRS Raw throughput speeds are 20 – 40 Kbps. Most carriers use in network compression to attain 40 -80 Kbps. Note that access speeds are dependent on the Class of device used. (EDGE: Users of the EDGE network can obtain throughput of 180 Kbps. ) Although 1 x. RTT is capable of 40 – 100 Kbps, user experience can be significantly slower as users (including voice) compete for the network resources. (EVDO: Download speeds can attain 1. 5 Mbps however, upload speeds will not exceed 146 Kbps. ) MXT-04: 0037 rev A © Mobitex Technology AB 2004
Comparisons. Mobitex GSM – GPRS (EDGE) CDMA – 1 XRTT (EVDO) In-building Coverage Due to lower frequency, better for inbuilding coverage. GPRS is implemented on both 850 Mhz. , and 1900 Mhz. Spectrum. Lower frequencies have better in building penetration performance. Due to higher frequency of PCS, not as good for in-building coverage. In addition, CDMA has unique challenges associated with areas of concentrated usage. Note that CDMA’s coverage footprint has a tendency to breath during times of congest. The footprint can get smaller as more and more users access the network and the networks to overcome the noise threshold. Disaster Recovery & Backup - Mobitex is a redundant network and has self-correcting mechanisms in case of disaster. This is one of the biggest reasons CI was able to continue working on 9/11. As a newer network, GPRS is evolving its redundant capabilities. Because of its voice centric origins, true wireline class services are still emerging and will be based on demand in the marketplace. As a newer network, 1 XRTT is evolving its redundant capabilities. because of its voice centric origins, true wireline class services are still emerging and will be based on demand in the marketplace. MXT-04: 0037 rev A © Mobitex Technology AB 2004
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