Date post: | 08-Dec-2014 |
Category: |
Technology |
Upload: | amador-rodriguez |
View: | 1,457 times |
Download: | 4 times |
IN-ROOM TV Business Opportunities
Amador RODRÍGUEZ
July, 6th 2012
donedeal
INDEX1. Hospitality & Healthcare Challenges
2. Business Players: State of the Art
3. Road Map
1. TURNING CHALLENGES INTO BUSINESS OPPORTUNITIES
1.A. HOSPITALITY• Challenges:o GUEST: buying behavior, needs and experiences
o HOTELIER: goals and trends
• In-room TV Services Solutions
• Business Opportunity
Guest Expectations
Home from Home Guest’s own
language Hotel Info &
Services Ordering &
Shopping Entertainment Communications Local & Tourism Info
Hotel Challenges (i): Goals
Enhance guest Satisfaction: Customized services, guest communications, guest room controls, express check-in/out,…
Generating & Increasing Revenue: Advertising, premium services, leisure activities, …
Reduce operational Costs (efficiency) & Overheads: Hotel management tools, mobilizing Staff, VoIP,…
Better technologies, ensuring higher ROI with lower TCO
Hotel Challenges (ii): Trends
Rising Service Expectations: Guest expects more personalization before, during and after the stay
Increasing Cost consciousness: Companies cut their travel budgets, leisure travellers more cost conscious.
Competition: Many comparable services. differentation offeral value is essential
Customer always on: bring multiple (2, 3, more)
connected devices and play content ‘for free’. 4 screen interactivity
Hospitality TV Services
Gross Profit Margin = 25%
1.B. HEALTHCARE• Challenges:o PATIENT: buying behavior, needs and
experiences
o HOSPITAL: goals and trends
• In-room TV Services Solutions
• Business Opportunity
Patient Expects
Personalized Care Health Education Instructions: medication,
meals,… Communications. Accessibility Entertainment Room service ordering F&F Other services: religious, law
firm
Hospital Uses Cases Patient communication:
Interact with patients before, during and after their stay
Daily schedule: medications, meals… Doctor tools: view X-ray, nutritional services, rehab
program, patient identification, profile, history Hospital Info: phone book, care team, safety… Hospital Management tools: bed occupancy control,
housekeeping, lost & found, room maintenance, staff sms
Advertising: Hospital Partners, Local Partners,…
Healthcare TV Services
1.C. BUSINESS MODELS• REVENUE SHARE• FIXED FEE• HIBRID
Business Models (i) (i.e. Hotels)
1.REVENUE SHARE MODEL (traditional): (i.e. jukebox: 50/50) Revenue split Hotelier / Service Provider CAPEX: Service Provider
2.FIXED FEE MODEL: Revenue Hotelier: Full pricing control. Choose FTG or to charge Revenue SP: Fixed fee per room per month ($10-$30) CAPEX: Hotel (€ per TV provided)
Business Models (ii) (i.e. Hotels)
3. HIBRID MODEL: Hotelier: mantains a revenue stream (at least $24.5 per
room/month) Price Intention: Free for standard service, charged for premium
(SP=85% VoD, 70% Ads) CAPEX: Hotel or SP (SP provide & install = $45 per TV/month for
5years)
2. BUSINESS PLAYERS: State of the Art
• in-room TV Solutions Providers
• SMART TV PLAYERS
SOLUTIONS PROVIDERSEUROPE USA
SMART TV PLAYERS
DON’T PLAY PLAY
3. ROAD MAP• Client Relationship Model: integrated• Resources & Capabilities needed• Gaps Strategy• Ally: 7 Next Steps
Client Relationship Model1. Integrated in-
roomTV solutions…direct relation
2. Third party in-roomTV solutions…with or without direct relation
3. smartTV in room, with generic home
solutions …no clients relation
1. Develop a set of specific products: webApps, contents
2. On site:i. in-room TV installationii. PMS/HMS integrationiii. network Specialist:• Enough Bw to support multiple users
demand• Deploy indoor wireless access points or
cable3. Marketing, sales channel and support
Resources & Capabilities needed
1. MAKE: should you Build a capacity yourself or
2. BUY: buy it through and acquisition or3. ALLY: Strategic Partnership
Gaps Strategy
@2005 John Child, David Faulkner, Stephen B. Tallman
1. Opportunity evaluation: bottom-up market research
2. Decision making: Value proposition, targets3. Define Strategy: Gaps4. Partners selection: criteria, sourcing &
screening5. Negotiation6. Structure Alliance: Develop partnership model7. Launch Joint operations: Plan, metrics &
reporting
Ally: 7 next steps
donedeal !
Amador Rodríguez
Av. Diagonal, 640 - 6ª Planta
08017 - Barcelona (Spain)