DSO & ASO planning, deployment and
communications
An introduction
ITU/NBTC Workshop
4 December 2014
Peter Walop
International
Telecommunication
Union
Presentation Overview
1.
DSO & ASO planning
2.
Network deployment
3.
DSO & ASO communications
2
1. DSO & ASO planning
3
1. DSO & ASO planning:
Serivce Operator HH cov.%
Ch 3
BEC
Ch 5
Army TV
Ch 7
BBTV
Ch 9
MCOT
Ch 11
NBT
T PBS
T PBS
1 (Nat)
NBT
2 (Nat)
Army TV
3 (Nat)
MCOT
4 (Nat)
TPBS
5 (Nat)
Army TV
6 (Reg)
51% FX
76% FX
~90% FX
~95% FX
51% FX
76% FX
~90% FX
~95% FX
51% FX
76% FX
~90% FX
~95% FX
51% FX
76% FX
~90% FX
~95% FX
51% FX
76% FX
~90% FX
~95% FX
<51% FX
<76% FX
<90% FX
<95% FX
~95% FX
Phase
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
V
Coverage areas
all/none
all/none
all/none
all/none
all/none
all - (group 1 sites)
all - (group 1/2 sites)
all - (group 1/2/3 sites)
all - (group 1/2/3/4 sites)
Group 1 (11 sites)
Group 1 + 2 (11+28 sites)
Group 1-3 (11+28+32 sites)
Group 1-4 (11+28+32+95 sites)
Group 1 (11 sites)
Group 1 + 2 (11+28 sites)
Group 1-3 (11+28+32 sites)
Group 1-4 (11+28+32+95 sites)
Group 1 (11 sites)
Group 1 + 2 (11+28 sites)
Group 1-3 (11+28+32 sites)
Group 1-4 (11+28+32+95 sites)
Group 1 (11 sites)
Group 1 + 2 (11+28 sites)
Group 1-3 (11+28+32 sites)
Group 1-4 (11+28+32+95 sites)
Group 1 (11 sites)
Group 1 + 2 (11+28 sites)
Group 1-3 (11+28+32 sites)
Group 1-4 (11+28+32+95 sites)
Group 1"
Group 1 + 2"
Group 1-3"
Group 1-4"
Group 1-4"+5
network operator perspective
2014
2015
2016
2017
2018
Source: ITU
4
1. DSO & ASO planning:
Viewers in coverage areas a,b,c,d (Phase I)
Ch3
Ch5
Ch 7
Incumbent services
Ch 9
Ch 11
T. PBS
consumer perspective
2014
2015
2016
2017
2018
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
A
B
DTTB services
C
D
E
F
# simulcasted incumbent services
6 6 6 6 5 5 5 5 5 5 5 5 5 5
Source: ITU
•
A consumer’ s perspective differs, depending on:
o
Simulcast duration per region/area
o
Service launches
o
Alternative television providers
5
2. Network deployment
6
2. Network deployment:
detailed schedule needed
•
Top-level deployment
order:
1. Main sites (39)
2. Additional sites (~ 130)
•
Brown = overlap between
39 main DTTB sites and
ATV sites (TPBS)
•
Pink = ATV only and
determines (partly) order
of additional sites
Source: ITU
7
2. Network deployment:
detailed schedule needed
•
Additional
sites should
Without
A-sites
not cause
unacceptable
inference to
Main sites
Acceptable
With Asites
•
But can also
help out in
resolving
Unacceptable
Source: ITU
>= 95%
90-95%
interference
70-90%
8
2. Network deployment:
detailed schedule needed
Main site 14.00 (Roi
Et) interfered
by additional sites
≥ 95% reception probability
resulting from DTTB Plan 3.0
≥ 90% reception probability
of A1 site
Situation is
compatible:
interfered areas of
main site 14.00 are
overlapped by other
main sites and A1 site
Reduction of coverage due
to interference by A sites
≥ 90% reception probability
of other main sites
9
Source: ITU
9
3. DSO & ASO communications
10
3. DSO communications:
based on marketing principles
1. DTTB
Awareness
2. DTTB
Understanding
3. DTTB
Attitudes
4. Intentions to
Adopt DTTB
5. DTTB
Adoption
6. DTTB
Satisfaction
•
DSO communication strategy based on classic marketing principles
o
People are not aware and don’t understand
o
Don’t skip steps, although they can run in parallel
11
3. DSO communications:
interrelations
1. Market structure
Television penetration per platform
(in m TVHHs)
25
5. Receiver Certification
20
True
15
Satellite (w/o/True)
Cable
10
Terrestrial - Analogue
5
0
Jan-09
Jan-10
Jan-11
Jan-12
2. Licensing planning
DTTB Plan reviewed
Aug
Sep
Oct
Nov
NO RO received
NO RO letter sent
Dec
08/08
Plan 3.0
agreed
(Phase 1)
F RO received
DTTB Plan 2.0 agreed
01/08
1 st PC completed
Closure 2 nd PC
NBTC approved
results 2 nd PC
15/08
Start Phase 1
15/12
01/10
Bidders trained
& start Auction
24/11
15/10
24/12
IM ready
Pre Mock
completed
Application
closed
Bidders
qualified
04/02
Winners
announced
PBS licensing completed
PBS licensing started
??/??
CS licensing started
3. DSO and ASO planning
Network
Network
operator
Ch 3
Ch 5
Ch 7
Ch 9
Ch 11
BEC
Army TV
BBTV
MCOT
NBT
T PBS
T PBS
A
MCOT
B
MCOT
C
Army TV
D
Army TV
E
(community)
NBT
F
T PBS
1. DTTB
Awareness
6. Retail logistics
2. DTTB
Understanding
Tam_name
Object ID Address line 1
Go-Digital
Voucher
accepted ? RX type No 1
Certified
RX type No 1
Auction rules in SW
CAT Kick off
24/06
IM published &
Invitation
01/09
28/06
NO’s
contracted
21/01
07/01
01/07
01/08
25/02
15/09
2 nd PC started
Phase 1 ready
01/03
Auction rules
published
NBTC approved IM
10/07
Feb
08/11
F RO letter sent
08/07
Jan
NO RO approved
08/10
08/07
CAT selected
Communication Strategy
NO Licenses assigned
Jul
DTTB pop
coverage
target
50% FX (1)
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
Phase
Coverage areas (2), (3)
Service
Type
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
85% - (all NO sites) = 0%
95% - (all NO sites) = 0%
95% - (all NO sites) = 0%
95% - (all NO sites) = 0%
96% - (all NO sites) = 0%
97% - (a,b,c,d) = 47%
47% - (k,l,m,n) = 17%
17% - (p,q,r,s) = 7%
7% - (w,x,y,z + #) = 0%
a, b, c,d
k,l,m,n
p,q,r,s
w,x,y,z
a, b, c,d
k,l,m,n
p,q,r,s
w,x,y,z
a, b, c,d
k,l,m,n
p,q,r,s
w,x,y,z
a, b, c,d
k,l,m,n
p,q,r,s
w,x,y,z
a, b, c,d
k,l,m,n
p,q,r,s
w,x,y,z
a, b, c,d
k,l,m,n
p,q,r,s
w,x,y,z
Ch 3
Ch 5
Ch 7
Ch 9
Ch 11
A TV
A TV
A TV
A TV
A TV
T PBS
A TV
2HD + 6 SD
FX + PI in
municipalities
2HD + 6 SD
FX + PI in
municipalities
2HD + 6 SD
FX + PI in
municipalities
2HD + 6 SD
FX + PI in
municipalities
15 SD
FX + PI in
municipalities
4 HD
FX + PI in
municipalities
2014
2015
2016
2017
3. DTTB
Attitudes
4. Intentions to
Adopt DTTB
KHAO KHAO
1
105 Langsuan Rd
MAE SOT
2
111 Chaengwattana Rd
SAEN TUNG
3
1 Wireless Rd
PHO NGAM
4
55 Phahonyothin Rd
HUAI THA CHANG
5
1 Pad Thai Rd
yes
Samsung STB-T2 M2013 Sony Bravia T2 K2
KO YAO NOI
6
456 Silom Rd
yes
Samsung STB-T2 M2013 LG STB X1200
YAN RI
2018
5. DTTB
Adoption
6. DTTB
Satisfaction
yes
Samsung STB-T2 M2013 Samsung IDTV Smart1
No
LG IDTV X1200
Samsung IDTV Smart1
No
Philips Ambi 2013 T2
Samsung IDTV Smart1
yes
Sony Bravia T2 K2
Samsung IDTV Smart1
7
1 Sukumvit
yes
Samsung STB-T2 M2013 LG IDTV X1200
SIP ET SOK
8
2545 Khun Soi
yes
Sony Bravia T2 K4
LG IDTV X1200
LAI WO
26
12 Ratchawithi Blv
yes
Sony Bravia T2 K2
Sony Bravia T2 K4
MAE NANG KHAO
27
1 Ratchadamri Rd
yes
LG IDTV X1200
Samsung IDTV Smart1
CHAI MONGKHON
28
13 Samit Rd
yes
Sony Bravia T2 K2
Samsung IDTV Smart1
7. Voucher logistics
4. Network deployment
12
3. DSO communications:
Network
Network
operator
Ch 3
Ch 5
Ch 7
Ch 9
Ch 11
T PBS
BEC
Army TV
BBTV
MCOT
NBT
T PBS
A (National)
MCOT
B (National +
Regional)
NO5
C (National)
Army TV
D (National)
Army TV
E (National)
T PBS
F (National)
NBT
DTTB pop
coverage
target
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
50% FX
80% FX
90% FX
95% FX
# HD
# SD
services services
Phase
Coverage areas
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
I
II
III
IV
all/none
all/none
all/none
all/none
all/none
all/none
Group 1''
Group 1''+ 2''
Group 1''+2''+3''
Group 1''+2''+3''+4''
Group 1'
Group 1'+ 2'
Group 1'+2'+3'
Group 1'+2'+3'+4'
Group 1
Group 1+ 2
Group 1+2+3
Group 1+2+3+4
Group 1
Group 1+ 2
Group 1+2+3
Group 1+2+3+4
Group 1
Group 1+ 2
Group 1+2+3
Group 1+2+3+4
Group 1
Group 1+ 2
Group 1+2+3
Group 1+2+3+4
Type
2014
deployment is key driver
2015
2016
2017
2018
A TV
A TV
A TV
A TV
A TV
A TV
2
6
FX + PI in
municipalities
1
10
FX + PI in
municipalities
2
6
FX + PI in
municipalities
2
6
FX + PI in
municipalities
2
6
FX + PI in
municipalities
2
6
FX + PI in
municipalities
Customer contact points/week
15
16/05/14 23/05/14
14
13
12
11
10
06/06/14
9
8
20/06/14
7
6
04/07/14 11/07/14
5
4
3
yes
No
No
No
3
KALASIN
No
No
No
No
4
KAMPHAENG PHET
5
KHON KAEN
No
No
No
No
6
CHANTHABURI
7
CHACHOENGSAO
yes
No
No
yes
Other name
8
na
Vouchers
distributed
yes
yes
Phase 4
18%
yes
KANCHANABURI
Phase 3
3%
yes
2
Phase 2
5%
BANGKOK
Phase 1
Province Name
1
0
CHON BURI
9
CHAI NAT
10
CHAIYAPHUM
No
No
No
No
11
CHUMPHON
No
No
No
No
12
TRANG
13
01/08/14
2
Service launch
na
16
Tracker Survey 4
completed
na
17
RX distributed
na
18/04/14
18
Installer
networks
trained/ready
19
Service
Dashboard
ready
20
Tracker survey 3
completed
21
Regional
Campagne 4b
Regional DSO
Campagne 2a
na
22
Tracker Survey 2
Completed
National DSO
Campagne 1a
61%
28/02/14 07/03/14 14/03/14 21/03/14
23
National DSO
Campagne 4a
24
National DSO
Campagne 3a
25
National DSO
Call Centre
Ready
26
1
Percentage of Provinces reached Target
Areas
27
DSO website
(basic) on web
wks
Prov_code
[DATE]
Tracker survey 1
completed
24/01/14 31/01/14 07/02/14 14/02/14
DSO top level planning (Phase 1)
TRAT
14
TAK
yes
No
No
No
15
NAKHON NAYOK
yes
No
No
No
16
NAKHON PATHOM
17
NAKHON PHANOM
No
No
No
yes
18
NAKHON RATCHASIMA
yes
No
No
yes
19
NAKHON SI THAMMARAT
20
NAKHON SAWAN
21
NONTHABURI
yes
No
No
No
13
3. DSO communications:
tracker board info needed
Areas
DTTB communications steps
Base size
b. Logo
5575
20%
10%
125 1.a.
25%
20%
Have you heard
125 Question:
23%
23%
125
of digital terrestrial
9%
television or DVB-T2?
25
10%
125 No introduction,
23%
unprompted
25
8%
20%
2. DTTB Understanding
5%
23%
10%
10%
2.a.10%
Question:
12%
What 8%
do you
think people have to do to
10%
10%
get DTTB?
10%
12%
3. DTTB Attitudes
c.
a . Wha t to b. 2nd s et
d. Pha s e 1 a . Overa l l
VCR/DVDR
do for DSO l i mi ta ti on
da te
opi ni on
l i mi ta ti on
3%
4%
10%
0%
40%
15%
2.c.
0%
40%
10%
Question: 0%
Are you aware
25%
that after connecting a STB
0%
40%
your VCR/DVDR will no
15%
5%
0%to record 30%
longer be able
a
Response:
To get
program while
a
12%
8%a STB or 10%
0%you watch25%
IDTV/No Idea
different program on other
4%
5%
5%
25%
channel? 0%
Yes/No
125 Response:
20%
10%
5%
10%
10%
0%
40%
25
12%
4%
5%
5%
0%
25%
2.d.
0%
25%
8%
125
1.b.
Question: Do you
this?
23%recognise23%
125
9%
0
•
1. DTTB Awareness
a . DSO
i ntro
12%
25
20%
10%
When shown a screen with
8% the Go-Digital
12% logo
4%
Response: Yes/No
2.b.
8%
10%
Question:
Are you
aware
that 10%
you will need15%
for every
set a STB?
5%
5%
Response:
Yes/No
4%
5%
b.
Pers ona l
comfort
30%
33%
3.a.
20% Which of the following
Question:
statements
33% best describes what
you think about the introduction
12%
of DTTB?
20%
Prompted statements
10%
Response:
DTTB is good for me
30%
or Thailand; or DTTB is not really
10%
necesarry.
20%
Question: In which
40%
33%
Year/Month do you think
0%
10%
DTTB will be 25%
available in your
Province? 30%
0%
12%
0%
25
10%
10%
3%
125
25%
20%
10%
10%
15%
125
20%
10%
5%
10%
10%
for Province/No
0%
40%Idea
30%
25
10%
10%
3%
4%
5%
0%
30%
12%
125
25%
20%
10%
10%
15%
0%
40%
33%
125
20%
10%
5%
10%
10%
0%
40%
30%
25
11%
10%
3%
4%
5%
0%
30%
12%
25
10%
10%
3%
4%
5%
0%
30%
12%
125
20%
10%
5%
10%
10%
0%
40%
30%
25
12%
10%
3%
4%
5%
0%
30%
12%
Response: Yes/No
0%
Response:40%
Correct date33%
25
23%
23%
12%
8%
10%
0%
25%
20%
125
9%
20%
10%
10%
15%
0%
40%
33%
25
20%
10%
5%
10%
10%
0%
40%
30%
125
25%
20%
10%
10%
15%
0%
40%
33%
3.b.
Question: Which of the
following statements best
describes how you feel
about DTTB
Prompted Statements
Response: I am happy
with DTTB; or I am OK with
it; or doesn't matter to me
Tracker board information provides key data for:
o
Communications effectiveness
o
DSO & ASO planning progress
o
ASO date decisions
14
3.
ASO communications:
3. Managing
the logistics
managing the peak
An example from Japan..
15
3.
ASO communications:
3. Managing
the logistics
managing the peak
16
3.
ASO communications:
3. Managing
the logistics
managing the peak
17
3.
ASO communications:
3. Managing
the logistics
managing the peak
18
3.
ASO communications:
3. Managing
the logistics
managing the peak
19
3.
ASO communications:
3. Managing
the logistics
managing the peak
20
3.
ASO communications:
3. Managing
the logistics
managing the peak
21
3.
ASO communications:
3. Managing
the logistics
managing the peak
.. and still in the call centres this happened..
22
3.
ASO communications:
3. Managing
the logistics
•
managing the peak
Keep it (the offer) simple, the details will make it more
complex..
..in the brochure..
..and at home..
23
3.
ASO communications:
3. Managing
the logistics
•
managing the peak
Understanding can be surprisingly low..
24