Post on 26-Aug-2020
transcript
www.nomadrail.com
Nomad Digital
Something to Twitter about – VirginTrains has passenger WiFi
www.nomadrail.com
Introducing NomadEstablished in 2002A pioneer of real-time
wirelessbroadbanddata connectivityplatforms and solutionsto fast-moving vehicles
More reference broadband communications projects and trials than any other train communications solution provider globally
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Nomad Rail Projects (just the announced ones!)Virgin Trains
c2c
Rotem Maglev
Caltrain & CCJP
Wuhan
Heathrow Express
NSB
Brighton Express Dubai Metro
RailrunnerFrontrunner
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Dubai Metro launched!
Sept 09
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NSB – World’s 1st Interactive Entertainment Service on a Train
Launched Sept 09
250 movies
> 20,000 songs
30 games
Sept 09
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Acela – The President’s Train
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A new type of bandwidth “aggregation”
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Virgin Trains
Liverpool
Manchester
Birmingham
Holyhead
Chester
Edinburgh
Glasgow
London
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Virgin Trains22 million passengers pa
10% in 1st Class
36% business passengers
>850km end-to-end
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UK’s truly brand driven TOCVirgin brand principles
Marketing led
Service innovation
Virgin Trains “people”
End-to-end customer experience
1st Class is fully inclusive
Lounges and
On-board
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But rail is still very much at its heartBut very much a rail operator
Similar constraints to many other TOCs
Franchise limitations
Financial constraints
Timescales
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WiFi JourneyBroadreach WiFi trials
Satellite proved challenging
OJEU ITT
started in March 2006
driven by customer research
concluded in June 2007
Nomad selected
Efficient terrestrial network solution (3G, WiMax & WiFi)
Concession/Nomad investment
T-Mobile HotSpot as Nomad’s chosen service provider
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Engineering challenges2 fleets
52 Pendolinos (Alstom built & maintained)
21 Super Voyagers (Bombardier built & maintained)
2 designs
2 install programmes
2 maintainers
Limited train availability at all stages
Different deployment approaches
Tortuous trackside access for new build sites
Fun! Fun! Fun!
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Launch #1 – Pendolinos – 27th April 2009
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Customer PropositionCalled WiFi
= passenger internet access
Available to all passengers
On all trains
1st Class – “complementary”
WiFi in lounges too
Standard Class – “for pay”
multiple options
Branded service provider is T-Mobile HotSpot
At seat power
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Promotion & Marketing
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Promotion & Marketing
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Signage
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Virgin Shop Area
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Virgin Trains People
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Ambassadors
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Virgin Carriage End Dot Matrix WiFi Message & Train Guard Announcements
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Virgin Lounges
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Virgin Website
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Virgin Station Posters
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Virgin Marketing Campaign – WiFly?
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WiFi Message incorporated into Virgin TV Adverts
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WiFi Message incorporated into Virgin TV Adverts
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WiFi Message incorporated into Virgin TV Adverts
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Launch #2 - Voyagers
Nov 09
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Customer Experience
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Customer Experience
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Genuine Users (posing for the camera)
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What Customers Say
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Typical Customer Feedback
1st Class - “once I realised WiFi was free in first class I put away my
3G dongle and used the service”
Std Class user – “great, but could be cheaper”
Customer complaints – less than 0.5%
No 1 complaint – “it should be free in Standard Class”
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Uptake – 4000 sessions/day & rising
0
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Voyager Total SessionsVoyager 1st ClassVoyager STD ClassPendolino Total SessionsPendolino 1st ClassPendolino STD Class
HALF TERM
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Uptake – Bandwidth Consumption
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Operations
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What Next
Bandwidth Aggregation
Operational applications
Non-Rail Promotions
Entertainment/Infotainment?
More marketing initiatives
Improved customer experience