DSO & ASO planning, deployment and communications An introduction

Transcription

1 DSO & ASO planning, deployment and communications An introduction ITU/NBTC Workshop 4 December 2014 Peter Walop International Telecommunication Union

2 Presentation Overview 1. DSO & ASO planning 2. Network deployment 3. DSO & ASO communications 2

3 1. DSO & ASO planning 3

4 1. DSO & ASO planning: network operator perspective Serivce Operator HH cov.% Phase Coverage areas Ch 3 BEC all/none Ch 5 Army TV all/none Ch 7 BBTV all/none Ch 9 MCOT all/none Ch 11 NBT all/none I all - (group 1 sites) T PBS T PBS II all - (group 1/2 sites) III all - (group 1/2/3 sites) IV all - (group 1/2/3/4 sites) 51% FX I Group 1 (11 sites) 1 (Nat) NBT 76% FX II Group (11+28 sites) ~90% FX III Group 1-3 ( sites) ~95% FX IV Group 1-4 ( sites) 51% FX I Group 1 (11 sites) 2 (Nat) Army TV 76% FX II Group (11+28 sites) ~90% FX III Group 1-3 ( sites) ~95% FX IV Group 1-4 ( sites) 51% FX I Group 1 (11 sites) 3 (Nat) MCOT 76% FX II Group (11+28 sites) ~90% FX III Group 1-3 ( sites) ~95% FX IV Group 1-4 ( sites) 51% FX I Group 1 (11 sites) 4 (Nat) TPBS 76% FX II Group (11+28 sites) ~90% FX III Group 1-3 ( sites) ~95% FX IV Group 1-4 ( sites) 51% FX I Group 1 (11 sites) 5 (Nat) Army TV 76% FX II Group (11+28 sites) ~90% FX III Group 1-3 ( sites) ~95% FX IV Group 1-4 ( sites) <51% FX I Group 1" <76% FX II Group 1 + 2" 6 (Reg) <90% FX III Group 1-3" <95% FX IV Group 1-4" ~95% FX V Group 1-4" Source: ITU 4

5 1. DSO & ASO planning: consumer perspective Viewers in coverage areas a,b,c,d (Phase I) Ch3 Ch5 Ch 7 Incumbent services Ch 9 Ch 11 T. PBS A B DTTB services C D E F # simulcasted incumbent services Source: ITU A consumer s perspective differs, depending on: o o o Simulcast duration per region/area Service launches Alternative television providers 5

6 2. Network deployment 6

7 2. Network deployment: detailed schedule needed Top-level deployment order: 1. Main sites (39) 2. Additional sites (~ 130) Brown = overlap between 39 main DTTB sites and ATV sites (TPBS) Pink = ATV only and determines (partly) order of additional sites Source: ITU 7

8 2. Network deployment: detailed schedule needed Without A-sites With A- sites Acceptable Unacceptable Additional sites should not cause unacceptable inference to Main sites But can also help out in resolving interference Source: ITU >= 95% 90-95% 70-90% 8

9 2. Network deployment: detailed schedule needed Main site (Roi Et) interfered by additional sites Situation is compatible: 95% reception probability resulting from DTTB Plan 3.0 Reduction of coverage due to interference by A sites 90% reception probability of A1 site interfered areas of main site are overlapped by other main sites and A1 site 90% reception probability of other main sites Source: ITU 9 9

10 3. DSO & ASO communications 10

11 3. DSO communications: based on marketing principles 1. DTTB Awareness 2. DTTB Understanding 3. DTTB Attitudes 4. Intentions to Adopt DTTB 5. DTTB Adoption 6. DTTB Satisfaction DSO communication strategy based on classic marketing principles o o People are not aware and don t understand Don t skip steps, although they can run in parallel 11

12 DTTB Plan reviewed F RO letter sent 1 st PC completed 2 nd PC started CAT selected CAT Kick off 24/06 01/07 28/06 08/07 08/07 NO Licenses assigned Jul Aug Sep Oct Nov Dec Jan Feb NO RO letter sent 01/08 Closure 2 nd PC Pre Mock completed 08/08 PBS licensing started F RO received DTTB Plan 2.0 agreed NBTC approved results 2 nd PC Auction rules in SW NO RO received Auction rules published 01/09 08/10 08/11 01/10 15/10 IM ready NBTC approved IM DTTB pop Network Network coverage Phase Coverage areas (2), (3) Service Type operator target Ch 3 BEC % - (all NO sites) = 0% Ch 3 A TV Ch 5 Army TV % - (all NO sites) = 0% Ch 5 A TV Ch 7 BBTV % - (all NO sites) = 0% Ch 7 A TV Ch 9 MCOT % - (all NO sites) = 0% Ch 9 A TV Ch 11 NBT % - (all NO sites) = 0% Ch 11 A TV - I 97% - (a,b,c,d) = 47% - II 47% - (k,l,m,n) = 17% T PBS T PBS T PBS A TV - III 17% - (p,q,r,s) = 7% - IV 7% - (w,x,y,z + #) = 0% 50% FX (1) I a, b, c,d 80% FX II k,l,m,n FX + PI in A MCOT 2HD + 6 SD 90% FX III p,q,r,s municipalities 95% FX IV w,x,y,z 50% FX I a, b, c,d 80% FX II k,l,m,n FX + PI in B MCOT 2HD + 6 SD 90% FX III p,q,r,s municipalities 95% FX IV w,x,y,z 50% FX I a, b, c,d 80% FX II k,l,m,n FX + PI in C Army TV 2HD + 6 SD 90% FX III p,q,r,s municipalities 95% FX IV w,x,y,z 50% FX I a, b, c,d 80% FX II k,l,m,n FX + PI in D Army TV 2HD + 6 SD 90% FX III p,q,r,s municipalities 95% FX IV w,x,y,z 50% FX I a, b, c,d E 80% FX II k,l,m,n FX + PI in NBT 15 SD (community) 90% FX III p,q,r,s municipalities 95% FX IV w,x,y,z 50% FX I a, b, c,d 80% FX II k,l,m,n FX + PI in F T PBS 4 HD 90% FX III p,q,r,s municipalities 95% FX IV w,x,y,z NO RO approved IM published & Invitation Plan 3.0 agreed (Phase 1) 15/12 24/11 24/12 Application closed Bidders trained & start Auction 07/01 Bidders qualified Start Phase 1 21/01 04/02 Winners announced PBS licensing completed CS licensing started 2017 Phase 1 ready 01/03 01/08 25/02 NO s contracted 2018??/?? 3. DSO communications: interrelations 1. Market structure Television penetration per platform (in m TVHHs) True Satellite (w/o/true) Cable Terrestrial - Analogue 5. Receiver Certification 0 Jan-09 Jan-10 Jan-11 Jan Licensing planning Communication Strategy 10/07 15/08 15/09 1. DTTB Awareness 2. DTTB Understanding 6. Retail logistics Go-Digital Voucher Certified Tam_name Object ID Address line 1 accepted? RX type No 1 RX type No 1 3. DTTB Attitudes KHAO KHAO Langsuan Rd yes Samsung STB-T2 M2013 Samsung IDTV Smart1 MAE SOT Chaengwattana No LG IDTV X1200 Samsung IDTV Smart1 Rd SAEN TUNG 3 1 Wireless Rd No Philips Ambi 2013 Samsung IDTV Smart1 T2 3. DSO and ASO planning 4. Intentions to Adopt DTTB PHO NGAM 4 55 Phahonyothin Rd yes Sony Bravia T2 K2 Samsung IDTV Smart1 HUAI THA CHANG 5 1 Pad Thai Rd yes Samsung STB-T2 M2013 Sony Bravia T2 K2 KO YAO NOI Silom Rd yes Samsung STB-T2 M2013 LG STB X1200 YAN RI 7 1 Sukumvit yes Samsung STB-T2 M2013 LG IDTV X1200 SIP ET SOK Khun Soi yes Sony Bravia T2 K4 LG IDTV X DTTB Adoption 6. DTTB Satisfaction LAI WO Ratchawithi Blv yes Sony Bravia T2 K2 Sony Bravia T2 K4 MAE NANG KHAO 27 1 Ratchadamri Rd yes LG IDTV X1200 Samsung IDTV Smart1 CHAI MONGKHON Samit Rd yes Sony Bravia T2 K2 Samsung IDTV Smart1 7. Voucher logistics 4. Network deployment 12

13 3. DSO communications: deployment is key driver DTTB pop Network # HD # SD Network coverage Phase Coverage areas Type operator services services target Ch 3 BEC all/none A TV Ch 5 Army TV all/none A TV Ch 7 BBTV all/none A TV Ch 9 MCOT all/none A TV Ch 11 NBT all/none A TV T PBS T PBS all/none A TV Group 1'' 50% FX I 80% FX II Group 1''+ 2'' FX + PI in A (National) MCOT % FX III Group 1''+2''+3'' municipalities 95% FX IV Group 1''+2''+3''+4'' 50% FX I Group 1' B (National + 80% FX II Group 1'+ 2' FX + PI in NO Regional) 90% FX III Group 1'+2'+3' municipalities 95% FX IV Group 1'+2'+3'+4' 50% FX I Group 1 80% FX II Group 1+ 2 FX + PI in C (National) Army TV % FX III Group municipalities 95% FX IV Group % FX I Group 1 80% FX II Group 1+ 2 FX + PI in D (National) Army TV % FX III Group municipalities 95% FX IV Group % FX I Group 1 80% FX II Group 1+ 2 FX + PI in E (National) T PBS % FX III Group municipalities 95% FX IV Group % FX I Group 1 80% FX II Group 1+ 2 FX + PI in F (National) NBT % FX III Group municipalities 95% FX IV Group Customer contact points/week DSO top level planning (Phase 1) 24/01/14 31/01/14 07/02/14 14/02/14 28/02/14 07/03/14 14/03/14 21/03/14 18/04/14 16/05/14 23/05/14 06/06/14 20/06/14 04/07/14 11/07/14 01/08/14 [DATE] wks Areas Prov_code Phase 1 Phase 2 Phase 3 Phase 4 Province Name Other name Percentage of Provinces reached Target Tracker survey 1 completed DSO website (basic) on web National DSO Campagne 1a Regional DSO Campagne 2a National DSO Call Centre Ready National DSO Campagne 3a National DSO Campagne 4a Tracker Survey 2 Completed Regional Campagne 4b Tracker survey 3 completed Service Dashboard ready Vouchers distributed Installer networks trained/ready RX distributed 61% na na na na na 5% 3% 18% 1 BANGKOK yes yes yes yes 2 KANCHANABURI yes No No No 3 KALASIN No No No No 4 KAMPHAENG PHET 5 KHON KAEN No No No No 6 CHANTHABURI 7 CHACHOENGSAO yes No No yes 8 CHON BURI 9 CHAI NAT 10 CHAIYAPHUM No No No No 11 CHUMPHON No No No No 12 TRANG 13 TRAT 14 TAK yes No No No 15 NAKHON NAYOK yes No No No 16 NAKHON PATHOM 17 NAKHON PHANOM No No No yes 18 NAKHON RATCHASIMA yes No No yes 19 NAKHON SI THAMMARAT 20 NAKHON SAWAN 21 NONTHABURI yes No No No Tracker Survey 4 completed Service launch 13

14 3. DSO communications: tracker board info needed DTTB communications steps Areas Base size 1. DTTB Awareness a. DSO intro b. Logo a. What to do for DSO 2. DTTB Understanding 3. DTTB Attitudes b. 2nd set limitation c. VCR/DVDR limitation d. Phase 1 date a. Overall opinion b. Personal comfort % 10% 5% 10% 10% 0% 40% 30% a. 25% 20% 2.a. 10% 10% 15% 2.c. 0% 40% 33% 3.a. 125 Question: 23% Have you heard 23% Question: 12% What 8% do you 10% Question: 0% Are you aware 25% Question: 20% W of digital terrestrial think people have to do to that after connecting a STB 125 9% 20% 10% 10% 15% 0% 40% statements 33% be television or DVB-T2? get DTTB? your VCR/DVDR will no you think abou 25 10% 10% 3% 4% 5% longer be able 0% to record 30% a of DTTB? 12% 125 No introduction, 23% 23% Response: 12% To get 8% a STB or 10% program while 0% you watch 25% a 20% 25 unprompted IDTV/No Idea different program on other Prompted stat 8% 12% 4% 5% 5% channel? 0% 25% 10% 125 Response: 20% Yes/No 10% 5% 10% 10% 0% 40% Response: 30% D 25 Response: Yes/No or Thailand; o 8% 12% 4% 5% 5% 0% 25% 10% 1.b. necesarry Question: Do you 23% recognise 23% this? 12% 2.b. Question: 8% Are you 10% aware 0% 2.d. 25% 20% 125 9% 20% 10% that 10% you will need 15% for every Question: In which 0% 40% 33% 3. When shown a screen with set a STB? Year/Month do you think Qu 25 8% the Go-Digital 12% logo 4% 5% 5% 0% DTTB will be 25% available in your 10% fo 25 10% 10% 3% Response: 4% Yes/No 5% 0% Province? 30% 12% de Response: Yes/No % 20% 10% 10% 15% 0% 40% 33% ab Response: Correct date % 10% 5% 10% 10% 0% for Province/No 40% Idea 30% Pr 25 10% 10% 3% 4% 5% 0% 30% 12% Re % 20% 10% 10% 15% 0% 40% 33% wi % 10% 5% 10% 10% 0% 40% 30% it; 25 11% 10% 3% 4% 5% 0% 30% 12% 25 10% 10% 3% 4% 5% 0% 30% 12% % 10% 5% 10% 10% 0% 40% 30% 25 12% 10% 3% 4% 5% 0% 30% 12% 25 23% 23% 12% 8% 10% 0% 25% 20% 125 9% 20% 10% 10% 15% 0% 40% 33% 25 20% 10% 5% 10% 10% 0% 40% 30% % 20% 10% 10% 15% 0% 40% 33% Tracker board information provides key data for: o Communications effectiveness o DSO & ASO planning progress o ASO date decisions 14

15 3. Managing ASO communications: the logistics managing the peak An example from Japan.. 15

16 3. Managing ASO communications: the logistics managing the peak 16

17 3. Managing ASO communications: the logistics managing the peak 17

18 3. Managing ASO communications: the logistics managing the peak 18

19 3. Managing ASO communications: the logistics managing the peak 19

20 3. Managing ASO communications: the logistics managing the peak 20

21 3. Managing ASO communications: the logistics managing the peak 21

22 3. Managing ASO communications: the logistics managing the peak.. and still in the call centres this happened.. 22

23 3. ASO communications: managing the peak 3. Managing the logistics Keep it (the offer) simple, the details will make it more complex....in the brochure....and at home.. 23

24 3. Managing ASO communications: the logistics managing the peak Understanding can be surprisingly low.. 24