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www.nomadrail.com Nomad Digital Something to Twitter about – Virgin Trains has passenger WiFi
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
www.nomadrail.com
Nomad Rail Projects (just the announced ones!)Virgin Trains
c2c
Rotem Maglev
Caltrain & CCJP
Wuhan
Heathrow Express
NSB
Brighton Express Dubai Metro
RailrunnerFrontrunner
www.nomadrail.com
Dubai Metro launched!
Sept 09
www.nomadrail.com
NSB – World’s 1st Interactive Entertainment Service on a Train
Launched Sept 09
250 movies
> 20,000 songs
30 games
Sept 09
www.nomadrail.com
Acela – The President’s Train
www.nomadrail.com
A new type of bandwidth “aggregation”
www.nomadrail.com
www.nomadrail.com
Virgin Trains
Liverpool
Manchester
Birmingham
Holyhead
Chester
Edinburgh
Glasgow
London
www.nomadrail.com
Virgin Trains22 million passengers pa
10% in 1st Class
36% business passengers
>850km end-to-end
www.nomadrail.com
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
www.nomadrail.com
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
www.nomadrail.com
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
www.nomadrail.com
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!
www.nomadrail.com
Launch #1 – Pendolinos – 27th April 2009
www.nomadrail.com
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
www.nomadrail.com
Promotion & Marketing
www.nomadrail.com
Promotion & Marketing
www.nomadrail.com
Signage
www.nomadrail.com
Virgin Shop Area
www.nomadrail.com
Virgin Trains People
www.nomadrail.com
Ambassadors
www.nomadrail.com
Virgin Carriage End Dot Matrix WiFi Message & Train Guard Announcements
www.nomadrail.com
Virgin Lounges
www.nomadrail.com
Virgin Website
www.nomadrail.com
Virgin Station Posters
www.nomadrail.com
Virgin Marketing Campaign – WiFly?
www.nomadrail.com
WiFi Message incorporated into Virgin TV Adverts
www.nomadrail.com
WiFi Message incorporated into Virgin TV Adverts
www.nomadrail.com
WiFi Message incorporated into Virgin TV Adverts
www.nomadrail.com
Launch #2 - Voyagers
Nov 09
www.nomadrail.com
Customer Experience
www.nomadrail.com
Customer Experience
www.nomadrail.com
Genuine Users (posing for the camera)
www.nomadrail.com
What Customers Say
www.nomadrail.com
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”
www.nomadrail.com
Uptake – 4000 sessions/day & rising
0
500
1000
1500
2000
2500
3000
3500
01/1
0/20
09
02/1
0/20
09
03/1
0/20
09
04/1
0/20
09
05/1
0/20
09
06/1
0/20
09
07/1
0/20
09
08/1
0/20
09
09/1
0/20
09
10/1
0/20
09
11/1
0/20
09
12/1
0/20
09
13/1
0/20
09
14/1
0/20
09
15/1
0/20
09
16/1
0/20
09
17/1
0/20
09
18/1
0/20
09
19/1
0/20
09
20/1
0/20
09
21/1
0/20
09
22/1
0/20
09
23/1
0/20
09
24/1
0/20
09
25/1
0/20
09
26/1
0/20
09
27/1
0/20
09
28/1
0/20
09
29/1
0/20
09
30/1
0/20
09
31/1
0/20
09
Voyager Total SessionsVoyager 1st ClassVoyager STD ClassPendolino Total SessionsPendolino 1st ClassPendolino STD Class
HALF TERM
www.nomadrail.com
Uptake – Bandwidth Consumption
www.nomadrail.com
Operations
www.nomadrail.com
What Next
Bandwidth Aggregation
Operational applications
Non-Rail Promotions
Entertainment/Infotainment?
More marketing initiatives
Improved customer experience
