in-room tv: smart tv solutions to hotels, hospitals and care homes

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

donedeal.es@gmail.com

Av. Diagonal, 640 - 6ª Planta

08017 - Barcelona (Spain)