The Digital Home made real in Dubai

Transcription

1 The Digital Home made real in Dubai Joelle Vanderheyden, Area Director Sales Siemens Home and Office Devices Totally Integrated Home Conference, Brussels, Siemens AG, 2005

2 Agenda UAE s telecommunication market an overview TECOM as a strategic partner Smart Home projects in Dubai Smart Home Demonstrator How TECOM sells Smart Home Value proposition for TECOM Dubai Properties - IDAMA Siemens 2

3 Who is TECOM? Dubai Technology & Media Free Zone Authority Established as one of the milestones in Dubai s 2010 Vision for a knowledge economy. One of the largest fully managed free zones in the world TECOM operates under six separate clusters: Value added real estate, IT & Telecom, Media, Biotechnology, Energy and Education. TECOM s vision: to be the leading provider of world class products and services to grow Dubai s knowledge based economy Siemens 3

4 Who is TECOM? Services More mobile options, packaged for varied needs Better technology: TECOM will be offering a triple play of mobile, fixed-line and television, all over a state-ofthe-art internet platform - Broadband everywhere ; Better pricing: TECOM will offer different tiers of service to different customers Key figures Mobile Services will start Q2/2006 Fixed line and broadband internet services will start early 2007 Installed base of subscribers Siemens 4

5 UAE s telecommunication market past and future Q ETISALAT maintains and develops the national and international fixed line network, mobile telephony, internet access and cable TV services. This 26 year old monoply has ended on April 11th, TECOM s Telecommunication arm starts to provide services within the freezones EITC was officially announced as UAE s second operator, providing the following services: - Mobile and fixed lines - Broadband internet - Pay TV package EITC s brand du to begin operations in Q2/2006 Siemens 5

6 Smart Home as a differentiator Differentiate in the operator market by offering new innovative services with high-end user willingness to pay on broadband access lines Differentiate in the property market by increasing attractiveness of properties Increase the return of investment Investment protection and lower OPEX Enhance the end user experience Siemens 6

7 Smart Home projects Smart Home Project Jumeirah Beach Residence Smart Home Project Business Bay Siemens 7

8 Smart Home Project: Jumeirah Beach Residence Area of 2 million square meter Extends along a 1.7 km stretch of Jumeirah beachfront 36 residential towers, containing 6,400 freehold apartments; 4 hotel towers Expected population of in year 2007 Siemens 8

9 Public Smart Home Demonstrator Siemens 9

10 Smart Home Services Safety and Security Access Control Door Intercom Sensors Door, Window, Glass break, Fire, Smoke, Leakage Emergency Siren, Lights, Panic Button, Power Cuts Surveillance Cameras, Recording Siemens 10

11 Smart Home Services Control and Comfort Ambience Lights, Blinds Device Control White Goods Climate HVAC, Pool, Lawn Siemens 11

12 Smart Home Services Media Communication Entertainment IPTV, Video on Demand, Gaming on Demand, PVR.. Communication VoIP, Video Telephony, Internet Portal Information General News, Operator Announcements Community Shopping, Events, Advertisements Siemens 12

13 PDA Use Cases Siemens 13

14 Web Portal Use cases: Service Enabling Platform (INFO) Services subscribed by the user; The services gets updated by a new service subsription 3 Tap on the button to subscribe to the service 2 Tap on Service to switch to the subscription view 1 Tap on the Button to switch to the Service Enabling Platform Siemens 14

15 Mobile Portal Use cases: Home Control 2 Tap on a room name to switch to the control features Transition 3 Tap on ON to switch on the light 1 Tap on the button to switch to the home control features Siemens 15

16 TV Use Cases: Movies on Demand 1 PIN: 0000 and Press OK at the Remote Control (INFO) Synopsis of the Movie Siemens 16

17 TV Use Cases: TV Smart Home Portal (INFO) Tap on the button to switch to the Home Automation Screen (INFO) Other content like traffic cameras are possible to show (INFO) Newsfeed is displayed, a tap will open the internet explorer outside the application; by closing the iexplorer window you will return to the Smart Home Application (INFO) Tap on the button to view the cameras (not yet included in demonstrator) (INFO) Tap on the button to switch to the Security Screen Siemens 17

18 How TECOM sells the smart home Digital Home Showflat/ Demonstrator by Siemens with guided tours for potential buyers Siemens as prime Technology partner Media relations incl. feature interviews to key media and press releases to support the launch of the Demonstrator Flyers Brochures Interactive animated tours Siemens 18

19 Value Proposition for Operator-Property Developer-Facility Manager Differentiation from competition Image building, going higher in the value chain Reduce churn, increase tenant retention Increase attractiveness of properties in a buyers market Lower running costs of the property: proactive monitoring (versus reactive) remote metering, trouble shooting, pin board information, facility management efficiency active water leakage and other damage detection Siemens 19