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Case Study – PLDT Philippines

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1 Case Study – PLDT Philippines

2 The Snopsis Wavion was the Winning Vendor for the Upgrade and Expansion of the PLDT WiFi Zone Project A Win with a lot of Twists and Challenges with a product that was still evolving Significant WHY? PLDT largest and one of the most profitable companies in Philippines Deep pockets and has a very aggressive plan to stem stagnation thru acquisitions and fast expansion plans Very Good Corporate Governance First and Largest Customer installed base in SEA/ANZ for the WBSn Total Potential of Project – 4000 Wireless Base Stations Initial Order – 1,000 Base Stations

3 The Lead Character PLDT, is the largest telecommunications company in the Philippines. PLDT is also the largest company in the Philippines Provides – Wireless, Fixed Line and Business Communication Systems PLDT WiFi Zone Access to reliable and fast-speed Internet services in public spots all over the metro Covers over 2,500 hot zones (business establishments) all over the metro Subscribers use one unique Wifi ID to enjoy the WiFi nationwide Php 5 per day (US12 cents), Unlimited WiFi

4 The Villains Ruckus Cisco Aruba Altai Motorola
One of the Key Suppliers to PLDT Well Established – Strong Story Cisco Incumbent – Strongly Entrenched Aruba Strongly positioned by 2 Key System Integrators Altai Very aggressive – A lot of Over-Selling Pushing a product that did not exists Motorola Was a major supplier of WBA to PLDT Group Strong Presence

5 The NEW Plot - WHAT IF© Strategy
Objective Was TO SHIFT Conventional Plans, Ideas & Beliefs Reset the Playing Field What IF …. You put the radios outside and penetrate malls & buildings What IF …..You install radios that can cover longer distances both LOS and nLOS… like 500m What IF … You install radios on your buildings to cover streets, parks and everything in between What IF ….. You install one radio rather than using a radios What IF….. You Pay More to Save More What IF….. Less is More©

6 The Playground - Greenbelt Park

7 One for All & All on One

8 Greenbelt Park Coverage Test
Urban NLOS Extremely heavy Foliage Poor Placement – not optimal for this case Client device: Laptop Lenovo X201, iPad2, Samsung Smartphone Site Wavion Comment My Ayala Museum (62m) 1.5 Mbps Behind concrete no reflections Myron’s Place (72m) 3.3 Mbps Totally NLOS Trees, elevated walkway, building Haiku Restaurant (277m 2nd floor) 5.6 Mbps NLOS Laptop Seattle Best (283m) 4 Mbps Totally NLOS Trees, Building, laptop Greenbelt Cinema (320m Indoor) 7.7 Mbps LOS Laptop, iPhone, Samsung Smartphone 300m 200m 100m

9 Dela Rosa Street Coverage
Site Wavion Comment Elevated walkway (115 meters) 23 Mbps NLOS, Indoor Car Park Area laptop Paseo Street (386 meters) 28 Mbps NLOS, street level, laptop Castro Street (509 meters) 20 Mbps Customer requirements is get at least 500m LOS Wavion WBSn Radios provided at NLOS conditions, in a urban city environment Average of 42 APs along in any stretch Busy Main Road A lot of Foliage & Obstructions

10 Costumes & Make Up – Designer Stickers
iPhone 4S Launch

11 Background Sets

12 The Smart Sequel Smart WiFi 3GO Tender Leveraged on PLDT Success Cebu
Wavion won the technical bid BUT……… Smart not keen to have the same vendor supplying to PLDT Smart is Cisco Leveraged on PLDT Success Cebu Major Telecommunications Event in Cebu Ruckus offered to set up network – 16APs Partner set up Wavion network – 2 radios covering both indoor and outdoor Ad Congress Smart HP & Ruckus Aps PLDT - 4 WBSn covering both indoor & outdoor PLDT network rock stable. Smart kept crashing iPhone 4S Launch Smart could not risk another network failure – decided to put up a Wavion Network Final Test

13 The Academy Awards – Why We Won
CHESSerized© Approach Changed Rules – WHAT IF?© Great Story - Solid Hardware with Great Potential Strong Wavion Cast Ofer Regev / Audie Austria / Vadim Pilipenko / Yael Shavit Amazing R&D Team Solid Partner – SysNet Integrators Great Executive Producer – Zeev Hard Work & Heart Work – We Wanted to WIN

14 Thank You Name: Joshua Mony E-Mail:
Phone: (65)

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