SCF Partners' Day: Business and Markets Session

Business and Markets Session
© Small Cell Forum Ltd 2017
Partners Day

Business and Markets
Session Agenda
• Alternative Ownership and Operations
• SCF Vision[Art King]
• Panel Discussion
• Market Perspective in Industry Association Collaboration
• Market Engagement Vision [Caleb Banke]
• Panel Discussion

Art King
Chair SCF Business Principles WG
Business Models:
Alternative Ownership and Operations

BIZ WG Goals
• Understand the challenges of current business models
• Derive new models to overcome these
• Provide enterprise with new channels & approaches to resolve their indoor coverage
needs
• Provide MNO with new models and partners to help them address a broader market
while minimizing increased CAPEX investment
• Address more of the market:
• Improving the mobile service available to businesses and consumers
• Presenting growth opportunities for equipment vendors, service businesses and MNO
• Build on high quality indoor mobile coverage to create new application and service
opportunities for businesses and their customers

Key Collateral
Business models are moving towards increased sharing of capex,
risk and value of small cell deployments
Alternative Ownership and Operations [181]
Proposes alternative commercial models for small cells in general and specifically for the
hospitality sector. Extends the value chain to more parties, distributing the upfront
capex and risk and introducing new services.

Where We Are Today
• IT-based solution
• Security, privacy and QoS
requirements
• Wi-Fi economics
• Silicon Valley-type of innovation
• Control and visibility on the system
• Value-added services
• Operator-agnostic solution
• Leverage existing network investments
• Full network control
• Capacity upgrade in metro areas
• Slow 3GPP innovation
• Customer ownership
• CAPEX constraints
• Market differentiation
End User
Demand for
In-Building
Enterprise 4G as a CAPEX for MNO
Enterprise
Mobile Operator

5G Era Vision
Enterprise Services
•Phase 1: Fully Managed LAN
and WLAN Services
•Phase 2: Add Surgical LTE
Coverage with Small Cells
RAN Evolution
•Phase 1: Continued Macro
Densification/Modernization
•Phase 2: Add Surgical LTE
Coverage with Small Cells
Capacity 5G
HetNets for
In-Building
Better Good
Customer Pull Operator Push
Enterprise 5G as a Service

High-Level Timeline
Today 2019 2021 2023 10 Years2025
Managed LAN Services with Wi-Fi
Surgical Small Cells
Enterprise 5G as a Service (LAN, Wi-Fi, and LTE/NR)
Macro Densification
Surgical Small Cells
High-Capacity, Ubiquitous 5G
Enterprise Services
Macro Modernization with NR
RAN Evolution

What Needs To Change
Changes
Needed
Operators
need to leave
some control
and trust 3rd
party for small
cells
deployment
NH and 3rd
parties need
to embrace
new models
for network
equipment
ownership
Sharing of
equipment
and
potentially
spectrum
should be
more viable
Licensed,
shared and
unlicensed
spectrum
should
become
available
Standard
interfaces to
enable
economy of
scale and
simplify IOT
Simplified
maintenance
processes
throughout
entire product
life cycle

How To Foster Change
BIZ WG
Focus
Areas
Impact of
shared and
unlicensed
spectrum on
new business
models Role of
network
virtualization
in multi-
operator
support
Hyper-dense
small cell
networks as
5G control
plane
New business
models
between
infrastructure
and service
providers
MEC/URLLC
and network
slicing to
address
privacy and
variable
performance
service levels
The role of
small cells in
Private
networks and
Industrial IoT
applications
Panel Topics

Key Tactical Takeaways
• Enterprises and Venues have capital to spend to satisfy subscribers needs
• This is true for LTE today
• In many cases, there is simply no way for them to spend it
• Enterprise opinions vary on future of mobile operators
• Are operators self-limiting to only the outdoor networks?
• Will operators federate a tier of non-operator owned networks to their core?
• Shared/Unlicensed spectrum opens possibilities
• Freedom
• Co-channel issues are removed from consideration
• Common template for shared RAN equipment still required

Panel Discussion

Caleb Banke
Vice Chair, SCF Marketing WG
Marketing Perspective on
Industry Association Collaboration

Members,
participants Working
Groups
Content
Target audiences
(markets)
Direction & process
Working
Groups
Working
Groups
Joint promotion
Partners have channels to different
target audiences, and can help reach
different groups. Joint promotion of
endorsed content provides a more
coherent industry message
Partner endorsement
broadens consensus &
adds credibility of content
Virtual extension of
partners scope
Channels
Liaison & Collaborative
working
Partners have different
expertise & capabilities
which can help improve
the quality of content
Why they should collaborate
market research
promotion
Industry association components
Collaboration types

Marketing Working Group

What SCF wants to communicate
1. How industry understands specific needs of Enterprise verticals
2. New commercial models for ownership and operations
3. Technical and commercial models for rural and remote connectivity
4. Scalable, repeatable deployment processes
5. Define technology needed for densification and drive ecosystem support
6. Support of open & interoperable standards to healthy unfragmented ecosystem
7. Industry consensus on the prioritised sequence of investments needed to take today’s
networks into the 5G era

How we distribute content

SCF Release Program
Home Enterprise Urban Rural and Remote
Virtualisation HetNet & SON Commercialising Hyperdensity
Our library of collateral is available to download from
www.scf.io – organised under themed releases

SCF Release Program
Real world deployments
Covers the range of subjects which need to
be understood by the different ecosystem
players in order to densify networks with
small cells in a practical and profitable way
Market Drivers & Barriers
Business case
Network Architecture
Radio Technology
Deployment
Backhaul
Regulation
Interoperability Testing
UrbanUrbanUrbanUrbanUrbanUrbanUrbanUrbanUrban

We co-brand to create and distribute content

Market research
We fund and share market research to help our members
understand the market potential as well as the drivers and
barriers currently faced by operators

Enterprise Advisory Council Launch
PR Example

Who are we trying to reach?
Operators
Enterprise
Technology companies & integrators
Regulators (including local governments)
Standards community
Neutral Host Providers

Key Audience: Operators
Mobile network operator (MNO)
Small cells provide favorable economics for MNO’s, from low volume areas where
macro-networks would be cost-prohibitive to hyper-dense urban/enterprise
environments. Operators are increasingly taking small cells as a key element of their
mobile strategy, a trend likely to become more pronounced as we move to a 5G
world.
• Small Cell Forum seeks to align with the MNO community via the 65 MNOs in
membership and the recently launched Operator Advisory Council.
• Enabling Operators to provide end users with continuous evolution of speeds
and feeds, both indoors and outdoors, is a key pillar of our work.

Key Audience: Enterprise
Enterprises
Small Cells provide the capacity, coverage, scalability and quality enterprises need to
provide a positive experience for customers/employees, even with rapidly growing mobile
demands in challenging indoor environments.
• Small Cell Forum has steadily grown relevance and engagement direct with
Enterprises and related associations
• Targeted education campaigns include Connectivity in Hospitality, Healthcare and
Property
• Market data helps us identify areas of strength to promote and opportunities to address
• An Enterprise Advisory Council enables two-way communication with Enterprises (see
next slide)

Enterprise campaign
focused on deepening industry ties and working alongside
businesses to help enhance their cellular coverage
SCF Enterprise Advisory Council
Founder members

Key audiences: Technology companies &
integrators
Small cell vendor
Small cell technology features are evolving at a rapid pace while small cell product
vendors enable their MNO and Enterprise customers with the latest technologies
available. Vendor implementation of small cell technology advancements will
continue to be a driving force toward 5G.
• The vendor community is well engaged throughout Small Cell Forum and other
technology fora as they see them as critical for maintaining product
relevance.
• Marketing channels used by and targeted at vendors include Tech Media, industry
analysts, industry events & webinars, etc.

Key audiences: Regulators and municipal
authorities
Regulators and municipal authorities are an essential channel for the deployment of
small cells.
• SCF will developing relationships with the Smart Cities media and event, promoting
small cells as integral in facilitating Smart Cities.
• SCF will promote the adoption of outdoor small cell deployments via developing
positive narrative around outdoor small cell value, etc.
• Good opportunity for partner collaboration.

Key audiences: Industry Associations
Industry Associations
To maximize the full potential of small cells, alignment is needed with other
technology and business oriented organizations as well as regulators.
• Small Cell Forum is eager to improve communication between industry orgs
with common goals of improving connectivity experiences.
• Marketing opportunities could include joint activities such as joint webinars, press
releases, media briefings, infographics, whitepapers, event demos, etc.
• Opportunity to extend reach/audiences by utilizing each others marketing
channels

Key audiences: Neutral Hosts
Neutral Host Providers
Provides a managed indoor service to the enterprise via a neutral host network and acts as
an intermediary between the MNOs and the enterprise. This is particularly important when
indoor mobile coverage from multiple MNO is required by the enterprise. The NH could offer
a fully managed service themselves or integrate part of the service from other specialist
application partners. The small cell solution for a neutral host network could be a single
multi-operator solution or multiple single operator solutions from each of the MNOs which
are then integrated by the NH.
• This audience will become growingly important as shared/unlicensed technologies take
hold
• Opportunity for SCF marketing to support education of these new business
models/opportunities using existing Enterprise Channels and membership experts
• Channel should include promotion direct to Enterprise Neutral Host Providers
• Identified as potential opportunity for cross-org alignment/promotion

Next steps: For discussion with partners
• What content do you need to complete your picture (maybe we’ve already
published it and can share it with you)?
• How can you utilize work SCF is doing that is beyond your scope/resources?
• Which audiences can SCF could help you reach?
• Do you have work items that would benefit from endorsement or joint promotion?
Would you consider, for example:
• Joint promotion of each others content via our channels?
• Endorsement of partners work?
• Joint papers produced together?

Panel Discussion:
Partner Collaboration in Market Engagement

SCF Partners' Day: Business and Markets Session

SCF Partners' Day: Business and Markets Session

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à SCF Partners' Day: Business and Markets Session

Similaire à SCF Partners' Day: Business and Markets Session (20)

Plus de Small Cell Forum

Plus de Small Cell Forum (20)

Dernier

Dernier (20)

SCF Partners' Day: Business and Markets Session

Notes de l'éditeur