dynamic communications for public safety - susan layne · 4. video & pictures •enriching...

June 2011

Dynamic Communications for Public SafetySales Training

| SI SALES TRAINING | JUNE 2011 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

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Presentation status


• Targeted audience- Sales and pres-sales teams focused on

Public Safety opportunities

- Non-sales teams who need to have a better understanding of the Public Safety market

• Upon completion this course, you will be able to- Understand Public Safety market, key

players and opportunities

- Understand key customer issues and engagement models

- Describe Alcatel-Lucent’s value proposition and solution for Public Safety

• Course duration: 60 minutes

Course objectives


1. Understanding the Public Safety market

2. Generating sales opportunities

3. Presenting our credentials

4. Conclusion

Agenda


1. Understanding the Public Safety market

Why Public Safety is important, globally andto Alcatel-Lucent

The customers we target

Customer challenges & our value proposition

Overview of our solution

Project example


• Critical role in safety and security ofcitizens and property, nationwide

• Public Safety is now a factor in each region

- EMEA - continuing TETRA network upgrades,strong interest in broadband wireless, managedservice/PPP decisions, better leverageinformation from citizens with next generationemergency control centers, border control (MEA)and coastal surveillance (MEA)

- Americas - Initial broadband wireless in US and Braziland continuing IP/MPLS WAN transformation

- APAC - significant growth in regional TETRA,backhaul, border control, coastal surveillanceand early warning systems

Why the Public Safety market is important to Strategic Industries


• 7.8 B€ worldwide 2011 addressable market

• Large size opportunities addressed with integration solution

Why the Public Safety market is important to Strategic Industries

+7%

’09-’13 CAGR

Sources: Ovum/ Datamonitor, IMS, Compass Intelligence, ABI Research & Gartner


Customers, partners and influencers to target

• Police, fire, emergency medical services agencies

- City, county, state, country, ministry(BDBOS, TETRON, Sao Paulo Police, Mendocino County, State of New York, etc)

• Security and Emergency Management

- Border, coastal, city, county, state, country, ministry(Ministry of Internal Affairs - Romania, Border Guard - Poland, etc)

• Technical Partners

- Provide part of project that complements our solutions (EMC, HP, DDN, Sun, Amper, Capita, Envoys, Daktroniks, Eyevis, Barco, PiPs, Krilikal, Genetec, Rohill)

• Global partners

- Cassidian, Indra, HP

• Public Safety consultants

- Strict in Netherlands, Infovide Matrix Poland, etc.


Public Safety agencies face increasing pressures

Reliability

Increase security

Control costs

Interoperability

Bandwidth efficiency

IP or Packet traffic growth

Multimedia information

Complex System Management


1. Cost reduction & Government right-sizing

• Agencies need to find optimization in communication networks, while increasing the operational capability

2. Complexity

• Due to multi-agency organisational change and all IP network growth, full control of the multiple interconnected clouds are a must

3. Civilian sensors

• Civilian mobile devices become part of the first responder telecom infrastructure approach

4. Video & pictures

• Enriching incident information with broadband

5. Next generation emergency control centers

• In control of public community (multimedia) information and multi-agency communications at all time

Public Safety drivers


Our value proposition to Public Safety agenciesWith dynamic communications everywhere, increase responsiveness and enhance safety for everyone


Dynamic Communications for Public Safety


Today’s

secu

rity

netw

ork

s

*“Statement of Requirements for Public Safety Communications & Interoperability,” SAFECOM

Program, Department of Homeland Security, Version 1.1, January 26, 2006

Security data* applications today

High

Medium

Low

Full-duplex video conferencing(“see what I see”)

Upstream and downstream real-time video

Bulk file transfer

e-mail

Web

Push-to-talk, VoIP

Device status/telemetry

Remote database access

Automatic database transactions

Geolocation

Instant messaging


What does broadband means for day-to-day and disaster recovery operations?

• Broadband LTE provides

- High throughput for very fast transfer of pictures

Information is useful

• High resolution video live streaming available

- e.g. a 4CIF video at 15 FPS ~3 Mbps

Information is obsolete and useless

Transfer delay High resolution picture (2 MB)

TETRA Packet Data ~114 minutes

TEDS (50 kHz) ~3 minutes 40 seconds

LTE (2x5 MHz) ~3 seconds

LTE (2x10 MHz) ~1.5 seconds

A picture is worth 2,000 words! It can be transmitted in real time with LTE


Current view on Public Safety broadband spectrum

CALAPublic Safety

•Some local initiatives at700 MHz (Brazil)

•Others at 400 MHz

NARPublic Safety (U.S.)

•5x10 MHz in 700 MHz extended to 2x10 MHz with D-block for BB Public Safety (LTE)

•Funded with upcoming auctions of 500 MHz of spectrum

MEAPublic Safety

•Some local initiatives at 800 MHz (Qatar)

•Others to follow? (Kuwait)

•Most PS networks at400 MHz

APACPublic Safety

•Use of digital dividend, per country choice(e.g. Singapore) but not generalized

EuropePublic Safety

•No spectrum dedicated for BB PMR from digital dividend

•CEPT working on PPDR spectrum(400-470 MHz?; 1.5 GHz?)

•ALU-Cassidian joint development for a TETRA/LTE 400 MHz(See Press Release issued on May 25, 2011 during TETRA WC)

•Some local initiatives to use 3G services from Telco(UK, France, NL)

* Note: LTE @ 400 MHz could be applied worldwide and to any PMR with the exception of US

CEPT: European Conference of Postal and Telecommunications Administrations

PPDR: Public Protection and Disaster Relief


Challenges

▪ Improve emergency services communications

▪Enhance network performance and minimize cost

Solution

▪ Integrated nationwide TETRA network

▪Operation Support System (OSS)

▪End-to-end 25 year PPP managed services contract

Benefits

▪Enhanced multi-agency cooperation and efficiency

▪Cost savings with OSS and by outsourcing Motorola TETRA system to a leading network operations expert

▪Fast, trouble-free emergency communications during EURO 2008

Federal Ministry of Interior, Austria (TETRON)

Nationwide TETRA mobile radio network to improve communications for Austria’s emergency services


• 112/911 - Emergency telephone number to a dispatching emergency control center

• 114 - Special purpose public telephone number

• AVL - Automatic Vehicle Location

• GIS - Geographic Information System

• LMR - Land Mobile Radio

• LTE - Long Term Evolution

• OSS - Operation Support System

• P25 - Project 25

• PMR - Private Mobile Radio

• TEDS - TETRA Enhanced Data Service

• TETRA - Terrestrial Trunked Radio

Basic terms to understand


2. Generating sales opportunities

Understanding the customer

Understanding the buying environment

Qualifying opportunities

Engagement models

Competitive challenges


• Ministry of Interior (MoI)

• Fire Brigades

• Medical Services

• Police (federal, border, etc)

• Coastal Surveillance Agency

• Telecom infrastructure operator(national TETRA/county P25)

Public Safety - Customers


• Aligned with our value proposition

- Enhance Situational Awareness

- Rapid access to and sharing of relevant informationto improve mission effectiveness

- Connected Community

- Enhanced multi-agency interoperability andwith citizens using multimedia information

- Optimized Operations

- Maximizing network availability and performance,reducing OPEX and transformation risk

• Enhance safety for all

Public Safety - key customer concerns


• Is the customer re-organizing? (consolidating regions/counties)

• Are there (public) budget cuts?

• What type of critical telecom infrastructure do they have today?

• What is the role of the MoI in telecommunications strategy?

• What are the future communications needs?

• What have elected political parties promised to improve Public Safety?

• What are the demands/wishes of First Responders in the field?

• Is voice communications sufficient in crisis situations?

Opportunity assessment - Key questions to ask


• Mature Public Safety Agencies, like VtsPN, BDBOS, NYPD, etc. launch a well defined RFP

- Just a PMR/LMR system

- Packaged RFP - PMR/LMR,Emergency Control Room,OSS, BSS, AVL & GIS systemcould be separate

- Civil works and PMR/LMRcommunications system combined

- LTE RFPs in US

• Ideal is a dedicated communications RFP - we can bid directly

Buying environment


• Direct offers

- Customer often tries to understand what he can do with technologies

RFI

- Involvement before or during the RFI stage strongly increases the probability to win

- An RFP would be launched within 3 to 9 months after the completion of a RFI

• Offers as sub-contractor

- Prime receives RFP and forwards the parts it cannot manage to many sub-contractors, such as Alcatel-Lucent

- We may appear like a commodity for the prime

• Offers as prime-contractor

- Alcatel-Lucent receives RFP and forwards the parts it cannot manage to sub-contractors, starting with global & technical partners

- One off partners when needed to complement the offer

Understanding the RFP process


• Direct with Public Safety customer

• Indirect through partners

- Mobile Radio vendors: Selex, Cassidian, Motorola…

- Prime contractors or Engineering, Procurement & Construction firms (EPC)

Two customer engagement models


• Pre-RFP

- Lobby for Alcatel-Lucent solution, typically LTE, WAN, OSS, Managed/hosted service, etc.

- Lobby for TETRA/Data Overlay (LTE) as a separate package

- Lobby the direct project organization (GPM, E&M PM, Comms engineer, customer consultant)

• Why Alcatel-Lucent directly?

- An experienced Public Safety communications system integrator

- Know complexity of mission critical infrastructure (TETRA/P25, control rooms, etc)

- Know how to coordinate with other (co) contractors to finish together in prime, or even in a subcontractor role

- Worldwide LTE leader with first band 14 ready system (for U.S. market)

- Leader in telecom technology innovations, technology transformations, integration and managed services

- Bring robust proven core communications technology and solution (IP, radio, optics, advanced applications, managed services) to Public Safety

Customer Engagement - direct approach


• RFP combines communications, mobile radio,video protection, surveillance or control roomcomponents - sub contract or co-contract

• Sub-contracting strategy - key issues

- May not get a commitment to include ourproposal and price in the offer

- Extensive work to write multiple offers

• Co-contracting strategy

- Select one vendor

- Bet on the winning horse

Customer Engagement - With technical/global partners


• Our value proposition to partners

- Deep expertise and experience with integration of complex communications solutions

- Vendor-agnostic approach: we always look for the best value (price, reliability, adapted technology, …)

- LTE: market leader, with the only mature technology on the shelf for First Responders

- Operations and maintenance experience: we can manage networks with professionalism and customer-centric mindset

Why Alcatel-Lucent for partners?


• Direct competition with major integrators, “similar” to Alcatel-Lucent

- Tip: Awareness of opportunities in advance is a real advantage.This takes customer intimacy and establishing proof in early stage ofAlcatel-Lucent as a trusted partner with professional know-how!

• Direct competition with smaller players (often local)

- Competitors strengths: cost and customer intimacy

- Competitors weaknesses:

- Don’t own core technology, product and typically smaller company than us

- Projects often too big for small players

- Tip: Consider cooperating with such players to enter market

Competition


3. Presenting our credentials

Reference list

Case studies


Alcatel-Lucent is running effectively in more than 30 mission-critical Public Safety networks around the world

▪ Fresno California, USA

▪ Hampton Roads Planning District, USA

▪ Henrico County Government, USA

▪ Indiana State Police, USA

▪ Maine State Communications Network, USA

▪ Maui Police, USA

▪ Mendocino County, California, USA

▪ Mississippi Wireless Information Network, USA

▪ Missouri Highway Patrol, USA

▪ National Capital Region, USA

▪ Policia Civilia Sau Paulo, Brazil

▪ State of Florida, USA

▪ State of Pennsylvania Office of Public Safety Radio Services, USA

▪ State of Washington, USA

▪ York County, USA

▪ ASTRID, Belgium

▪ BMI (Tetron), Austria

▪ City of Vienna, Austria

▪ Federal Agency for Digital Radio of Security Authorities and Organisations (BDBOS), Germany

▪ Fire Rescue Service, Czech Republic

▪ Polish Guarder Board, Poland

▪ Presidential Guard, Russia

▪ Rhein-Main, Germany

▪ Romanian Border Guard, Romania

▪ Swiss Police, Switzerland

▪ UMS Ministry of Interior, Netherlands

▪ VTS Politie Netherland

▪ Ministry of Public Security, China

▪ National Fire Agency, Taiwan

▪ Taiwan National Police


Challenges

▪Boost operational excellence

▪ Increase safety and security

Solution

▪Nationwide TETRA network

▪10-year contract to operate network

▪WAN for backhaul with 1,000 microwave radio links

Benefits

▪ Increased multi-agency cooperation and efficiency

▪Enhanced communications resilience, security and performance

▪Cost savings by outsourcing to a leading network operations expert

Federal Agency for Digital Radios of Security Authorities and Organizations (BDBOS)

BDBOS is the largest digital voice and data TETRA communications system in the world


Statewide interoperable emergency communications voice and radio network connecting 143 P25 sites, with future additionof LTE to enhance first responder communications

Mississippi Wireless Information Network(MSWIN)

▪Seamless interoperable emergency comms coverage of state

▪P25 backhaul for existing and new sites

▪Support new IP and existing TDM applications

▪ IP/MPLS and packet microwave Mission-Critical WAN for backhaul

▪Engineering and Installation services

▪Multi-agency network increases interoperability, collaboration and emergency response (i.e. Hurricane Katrina)

▪Backhaul network supports today’s mix of IP and legacy traffic and a foundation for future LTE traffic backhaul

Challenges Solution Benefits


Network to enhance situational awareness and municipal and state police communications

▪ Improve situational awareness


▪Turnkey video surveillance

▪Turnkey P25 network

▪LTE trial - planned

▪Shared real-time visual awareness during operations

▪Enhance municipal and state interoperability, collaboration and response

São Paulo Police



Renewing centralized civilian outdoor early warning siren system

Asian National Police Agency


▪ Improve citizen situational awareness


▪ Integrated multi-vendor P25 and siren warning system

▪Managed services

▪Reliable, rapid warning of natural hazards saves lives

▪Cost savings by outsourcing to a leading network operations expert


4. Conclusion

Finding more information

Key take aways


• Integrated marketing campaign launch in May 2011:

- Full page advertisement placed in key industry journals

- Public Safety eNewsletter mailed to existingand prospective target customers

- Refreshed Public Safety Internet website:www.alcatel-lucent.com/publicsafety

Marketing resources

Public Safety Marketing:Dave Christophe+1 908 582 [email protected]

http://www.alcatel-lucent.com/publicsafety

mailto:[email protected]


- Public Safety Intranet site is centralized source for solution sales/marketing collateral (presentations, whitepapers, customer case studies, etc)http://enterprise.all.alcatel-lucent.com/solutions/?category=Verticals&solution=PublicSafety&page=Solution

- Access Industry Buzz for latest newshttp://infoview.all.alcatel-lucent.com/pubs/buzz/todays.html

- Customer referenceshttps://all1.eu.alcatel-lucent.com/teams/VMSM/Customer%20References/Forms/AllItems.aspx?RootFolder=%2fteams%2fVMSM%2fCustomer%20References%2fALL%20Strategic%20Industries%20Customer%20References&FolderCTID=0x0120009EEFDF6BDB5CFE45BE684F346E587AAA&View=%7bB2A8DEFC%2d40D9%2d409E%2dB94E%2d3AB38A663A22%7d

- PUBLICSAFETYnews delivers weekly consolidated list of key articles and studies subscribe at:http://infoview.all.alcatel-lucent.com/pubs/publicsafetynews/

Marketing resources(continued)

http://enterprise.all.alcatel-lucent.com/solutions/?category=Verticals&solution=PublicSafety&page=Solution

http://infoview.all.alcatel-lucent.com/pubs/buzz/todays.html

http://infoview.all.alcatel-lucent.com/pubs/publicsafetynews/


• Join the public safety group in Engage

• Gain immediate access to discussions on latest news and resources

• Ask questions and get answers from experts and peers

• Participate in dialog and help accelerate our growth

Expert/peer resources

https://engage.alcatel-lucent.com/groups/public-safet?view=documents

Join today at:

https://engage.alcatel-lucent.com/groups/public-safet?view=documents


Public Safety Systems Integration Division (SID) resources

• Philippe Agard [email protected]+33 1 3077 9081

• Timo Bakker [email protected]+31 70 307 9384

• Steve Jennings [email protected]+1 713 501 9191

• Fred Scalera [email protected]+1 862 485 9269

• Gaspar Veiga [email protected]+351 21 4859173

• Jacques [email protected]+32 32 409658

• Specific SID expertise is available- Mission-Critical WAN: Steve Jennings, Fred Scalera and Gaspar Veiga- LTE Public Safety: Philippe Agard, Steve Jennings, Fred Scalera and Gaspar Veiga- OSS/BSS for Public Safety: Timo Bakker- Managed and Transformation Services for Public Safety: Philip Agard and Timo Bakker- Video Protection: Jacques Vermeulen








• Alcatel-Lucent Dynamic Communications for Public Safety provides a broad portfolio of solutions today that satisfy public safety agency needs to save lives!

• End-to-end solutions for complex opportunity wins

• Resources to support 2011 success

Key take aways


Thank you for your attention

Good selling!

dynamic communications for public safety - susan layne · 4. video & pictures •enriching...

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