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: joshua.mony@alvarion.com
Phone: (65)