Making the right decisions to ensure the marketability of a product is key for any industry and the satellite broadband market is no exception. To help members of the satcom industry in this decision making process, the Telecommunications and Integrated Applications directorate of ESA is hosting a two-day workshop entitled Show Me the Money in Satellite Broadband. This workshop will be taking place at ESA's ESTEC facility in Noordwijk, The Netherlands on the 27 and 28 of May 2010.
This workshop is comprised of two distinct sessions. The first session presents a methodology for industry to define and articulate the commercial value of their products. The second session will present two business models developed as a result of the ARTES 1 study Framework to Standardisation: Two-Way Satellite Market Survey to help product developers define, select and prioritise new features for their products in the satcom broadband market.
The purpose of these business models is to allow product managers in the satcom broadband arena to assess the impact of new product features on their customers' business plan. The ARTES 1 project teams have established some 'typical' network definitions for the major market segments in satcom broadband including: consumer (wholesale and retail), enterprise, aeronautical, marine and land mobile. These typical networks are used to produce an end service provider business plan. The product manager can use these tools to work with their customers to understand their business drivers and resulting business plan then to assess the relative impact of introducing new features into their products. The tool will help them answer questions such as: "Is IDU cost more important than space segment efficiency for my customer?" ; or, "Is an antenna which is cheaper to install more important then an antenna with higher gain?"
The first session will be given by technology industry executive and commercialisation expert Wendy Kennedy who presents an interactive one-day workshop based on her methodology known as "So what? who cares? why you?". This session presents entrepreneurial tools and approaches to develop ideas in ways that engage business people - customers, partners, investors, licensees, and others.
Registration for the workshop is limited to 50 participants from Members States and Canada. For a complete agenda, registration, and other information see the links located in the column to the right.