Presentation focuses upon reasons why rail operators will become the next mobile operators, for both internal (enterprise) purposes as well as commercial (passenger) purposes.

1. Mobility Transformation@Rail
Pieter K. Zylstra – Global Mobility@Rail Expert
London, June 11th – 12th, 2008
Zylstrategy BV - Mobility@Rail Strategy Consultancy

2. Today’s Presentation
11 Why Mobility? Key Take-Aways
22 Quick Bio / Background
3 Observations & Challenges3 Observations & Challenges
44 Lessons Learned
55 How to Make Mobility@Rail a Reality?
Our “4-Step Approach”

3. Why Mobility Transformation@Rail?

4. Owner/Founder Zylstrategy Ltd., providing independent strategy
mobility consultancy to public transport companies worldwide.
Offices in Europe & AsiaPac.
Ex-Telco Mobile Internet Strategy Consultant
Ex-Capgemini Global Mobility Leader Europe & AsiaPac.
Recognized global thought leader on mobility transformation@rail.
Quick Bio: Pieter Zylstra

5. Zylstrategy Ltd. has –directly or indirectly– been supporting mobility
projects for a number of public transport operators in Europe, AsiaPac &
Australia. We work mostly at CXO-level. Our support-activities include
corporate strategy & business case (workshops & projects), procurement &
sourcing, wireless technology & ICT architecture review / recommendations
as well as project/program/ interim-management.
Experience Mobility@Rail Projects

6. BUSINESS DRIVERS:
Mobility@Rail

7. IMPACT PUBLIC TRANSPORT:
Passengers want to be connected
“anywhere, anytime”
•• connecting trainsconnecting trains
•• “surf & ride”“surf & ride”
•• intelligent busesintelligent buses
•• infotainment / TVinfotainment / TV
•• commercialscommercials
•• remote diagnosisremote diagnosis
•• mm--ticketingticketing
•• intelligent camerasintelligent cameras•• intelligent camerasintelligent cameras
•• voicevoice--overover--WiFiWiFi

8. •• wireless security cameraswireless security cameras
•• “hotspots”: internet access“hotspots”: internet access
•• portal servicesportal services
•• retail servicesretail services
•• MVNOMVNO
•• voicevoice--overover--WiFiWiFi
•• “workspots”“workspots”
•• synchronization of datasynchronization of data
IMPACT PUBLIC TRANSPORT:
Wireless Stations become “workspots”
•• synchronization of datasynchronization of data
•• pushing new applicationspushing new applications

9. IMPACT PUBLIC TRANSPORT:
Improve operations in real-time
•• workflow optimizationworkflow optimization
•• repair & maintenancerepair & maintenance
efficienciesefficiencies
•• escalation controlescalation control
•• remote monitoringremote monitoring
•• ‘real‘real--time’ accesstime’ access
to backto back--officeoffice
•• voicevoice--overover--WiFiWiFi

10. IMPACT PUBLIC TRANSPORT:
Optimize Supply Chain: Coal-Train-Port
••Wireless tags onWireless tags on
containers forcontainers for
supplysupply--chainchain
optimizationoptimization
•• wirelesswireless
cameras oncameras on
switching yardsswitching yards
•• digital / virtualdigital / virtual
signallingsignalling

11. IMPACT PUBLIC TRANSPORT:
Improve security & communications
•• Visual informationVisual information
about crossingsabout crossings
and stationsand stations
•• automated controlautomated control
& workflow& workflow
•• virtual / digitalvirtual / digital
signallingsignalling

12. MOBILITY@RAIL:
Observations & Challenges
ICT
• wireless vs cellular: variable costs?
• proprietary vs open standards (IP)
• mobility service platforms (SONA)
• vendors vs partners
• agnostic + promiscious =
“ubiqutous mobility”
MOBILITY@RAIL:
CUSTOMER
(B2C, B2E,
M2M, B2B)
RAIL-
MARKET
• compliancy: terrorism, regulator (KPI), security/safety
• competition: privatization, low-cost airlines, traffic jams
• costs: operational expenses, unions, new revenues
• mindset rail: civil servants + monopoly = fear of change
• information &
connectivity needs:
“anywhere, anytime”
• open for new
services: personal &
ease-of-use
• Employees: 24/7,
real-time, context
• N-Generation:
mobility = lifestyle
MOBILITY@RAIL:
30:3:1/3

13. “Battle of the Standards”
UMTS
iMode
2.5G EDGE
HSDPA
HSCSD
1xEV-DO
FOMA
TETRA
GSM-R 3GPP LTE (4G)NFC HSUPA
CDMA
GSM
iBurst
W-CDMA
IMT-2000
NextG
Both WiFi (802.11) and WiMaX (802.16d)Both WiFi (802.11) and WiMaX (802.16d)
areare standardizedstandardized wireless technologies,wireless technologies,
which are availablewhich are available worldwideworldwide,,
offer increasinglyoffer increasingly highhigh bandwidthbandwidth
(currently above 10Mpbs),(currently above 10Mpbs),
provideprovide securitysecurity & encryption& encryption
and are available inand are available in unlicensedunlicensed frequencies.frequencies.

14. LESSONS LEARNED:
Starting Point for Analysis: Value Chain
Venue
Net
Co
Serv
Co
Sales
Co
Users
Rail-operator control over value chain
employees
passengers
@trains
@stations Q: what users
to mobilize?
Co Co Co
machines
other
@tracks
@operations
Q: what venues
to mobilize?

15. CONTROLOVER
VALUECHAIN
H OPTION A:
“ROAMING
AGGREGATOR”
OPTION C:
“VENDOR-
SOLUTION”
Different strategic business models
exist... with one common conclusion
“MULTI-SERVICE,
WILLINGNESS TO INVEST
CONTROLOVER
VALUECHAIN
L
L
H
OPTION A:
“ROLLING STOCK
MANUFACTURER”
xxOPTION B:
“SINGLE-OPERATOR”
(TELCO)
xx
“MULTI-SERVICE,
MULTI-OPERATOR”

16. “Multi-Service, Multi-Operator”
shared infra
& platform:
• focus upon enterprise• focus upon enterprise
mobility cost-savings
• launch new passenger
information services

17. How to Make this a Reality?
Our “4-Step Approach”

18. “Completeness of vision, ability to execute”

19. Mobility@Rail: “So What’s Ahead?”WILLINGNESS
TOINVEST
H
2005-2015:
FOCUS NETCO
“WIMAX-R”
AFTER 2015:
LAUNCH
“RAIL MVNO”
CONTROL OVER
VALUE CHAIN
WILLINGNESS
TOINVEST
H
L
L
“WIMAX-R”
& AIPN 2005-2015:
FOCUS SERVCO:
“SOA & CONTEXT-
AWARE APPS”2000-2005:
“QUICK &
DIRTY:
WIFI@RAIL”

21. Thank you for your attention.
Don’t hesitate to contact me for more information:
Pieter K. Zylstra
Founder/Director
ZYLSTRATEGY – MOBILITY@RAIL CONSULTANTS
Mobile: +62 81337735008
Email: pieter.zylstra@gmail.com