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2012 Kick Off
Case Study – PLDT Philippines
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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
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• 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
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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
The Lead Character
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The Villains
• Ruckus• 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
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Story Line – Twists & Turns
March • Tender Announced - Supply 5000 devices – mostly indoor - Wavion not shortlisted
April • Tender cancelled - PLDT / Smart Comms consolidates WiFi Expansion
• Engaged with both Smart and PLDT @ Technical and Project Management level including POCs
June • PLDT announces new Tender for 2000 devices mostly Indoor
July • Wavion shortlisted along with everyone else
• Project ownership snatched away from PLDT to Smart Comms
Aug • POC completed - Wavion Wins
Sept • STOP - Tender put on hold by Smart
• LOBBY - Risky move to directly engage presidents of both companies
• WORKED - Triggered a reshuffle – PLDT handed back the project
• STALLED – PLDT budget was insufficient
Oct • PO finally issued but had to complete an Acceptance & Stability Test before taking full order
Nov / Dec• Acceptance test on first small shipment completed but Stability Test had multiple hang ups
Dec 28 – Final shipment of 800 released
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The NEW Plot - WHAT IF© Strategy
Objective Was TO SHIFT Conventional Plans, Ideas & Beliefs
Reset the Playing Field
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• 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 100 radios
• What IF….. You Pay More to Save More
• What IF….. Less is More©
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The Playground - Greenbelt Park
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One for All & All on One
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Greenbelt Park Coverage Test
SiteWavionCommentMy Ayala Museum (62m)
1.5 MbpsBehind concreteno reflections
Myron’s Place (72m)
3.3 Mbps Totally NLOS Trees, elevated walkway, building
Haiku Restaurant (277m 2nd floor)
5.6 MbpsNLOS Laptop
Seattle Best (283m)
4 MbpsTotally NLOSTrees, Building, laptop
Greenbelt Cinema (320m Indoor)
7.7 MbpsLOSLaptop, iPhone, Samsung Smartphone
• Urban NLOS
• Extremely heavy Foliage
• Poor Placement – not optimal for this case
• Client device: Laptop Lenovo X201, iPad2, Samsung Smartphone
100m200m300m
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Dela Rosa Street Coverage
SiteWavionComment
Elevated walkway (115 meters)
23 MbpsNLOS, Indoor Car Park Area laptop
Paseo Street (386 meters)
28 Mbps NLOS, street level, laptop
Castro Street (509 meters)
20 MbpsNLOS, street level, laptop
• Customer requirements is get at least 1Mbps @ 500m LOS
• Wavion WBSn Radios provided 20Mbps @509m at NLOS conditions, in a urban city environment
• Average of 42 APs along in any stretch
• Busy Main Road
• A lot of Foliage & Obstructions
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Costumes & Make Up – Designer Stickers
iPhone 4S Launch
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Background Sets
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The Smart Sequel
Smart WiFi 3GO Tender•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 - 48 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
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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
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