Rural America - agribusiness - farmer use of Internet - Internet connectivity for agricultural producers and M2M machine to machine
Big pipe marketing ideas for Rural America - high tech ideas for high tech farmers.
Develop "products" or solutions delivered via broadband targeted to specific vertical markets.
Farms as a place to start
other Vertical markets - inbound telemarketing.
Rural Telco look at analog land line business (POTS) as a profitable but slowly dying business. Landline revenue and infrastructure will serve as a base and support new test ventures. Provide a quality land line product limit marketing investment. Convert current customers to wireless or VOIP. Sell our own wireless product control some part of our existing relationship.
Be a Converged Operator provide world-class Internet infrastructure, voice data systems integration, enabling consumers to discover, purchase, consume, and share digital content between their three screens. Build and maintain open networks connected by either wireless or wireline that will enable new business models combining ad-supported, subscription, and pay-per-use models.
Fiber and Wireless
will play key roles in the future .
control or own some part of the wireless infrastructure within in the ILEC regulated footprint,
In a flat rural area, there will be a conversation and lines to wireless. xxx will capitalize on this trend, we will not fight it. xxx will qualify for all Federal rural wireless subsidies (USF reform) Participate in as many new rural broadband initiatives and start as many wireless partnerships as possible.
participate in any appropriate new idea of broadband identified in HR 195 The Broadband Improvement act passed in November 2008.
The initial step is to identify unserved and under served geographic areas. There is some controversy as to these exact definitions .of unserved versus under served. The Federal Government also recognizes and encourages complementary rural state efforts to improve the quality and usefulness of broadband data. Supporting the partnership of the public and private sectors for the continued growth of broadband services and information technology for the residents and businesses of rural states...
IP to the Farm IP to grain elevator broadband connectivity is important for agribusiness. Consumers and business want a reliable Internet connection that's always on and always works. How this broadband data is delivered: wireline, wireless does not matter.
MID's - mobile Internet devices -Consumers and business will buy new devices sometimes call MID's - mobile Internet devices. Consumers want to turn the device on high speed data connection that works. Consumers shift cordless computers just like they shifted to cordless phones. Wireless handsets are mini computers that happen to make voice calls. Handsets will be sold just like laptops unlocked unsubsidized via many retail channels.
Smart grid and the green home - the ability for consumers to control heating and cooling via a secure web connection.
There will be agriculture related M2M opportunities to help the
Consumer : Local face to face important sales and service is very important in rural America. A guy from India can't mount an antenna on your roof and hook it to your TV. Installing and maintaining consumer premise equipment for branded partners,
resell wireless services - sell install wi-fi or wimax voice Femtocells
B2B infrastructure -Fiber to business - fiber to
cell cell tower backhaul transport
The Fat IP pipe. Connectivity to schools, hospitals and public service locations. Hurricane Katrina and 9-11 created new requirements for wireless services and the backhaul. Emergency services are required to work under extreme conditions. Equipment must be "hardened for an outside plant environment" especially in a harsh rural climate. Power back up to cell towers
All infrastructure maintained to carrier class availability and
reliability requirements. government requirements for applications such as
security cameras, geo-location applications, remote facilities monitoring
and device management in addition to E-911 all require fiber
- own generate towers, backhaul, fiber to cell tower base stations,
- value added backhaul including data grooming data aggregating services. (as ISP for fixed wireless)
agribusiness IT departments want bandwidth to be optimized. Businesses depend
on (wide area networks) for a growing their portfolios of IP-based applications,
such as VOIP and real-time databases
business customer require a reliable network service and in many instance hosted PBX. Businesses want the ability to mix and match access technologies based on the specific needs at each location.
build and manages private IP-based wide area networks in rural America.
Connecting business sites at virtually any address will allow businesses to
choose any blend of available access technologies.
Marketing rationale - rural consumer behavior will not change but it will move to a mobile platform
The top 10 rural consumer Internet activities: Email 74.%, News 46.0%, Paying Bills 39.6% Purchase for Personal Use 37.2% Instant Messenger 29.7%, Obtaining Financial Information- crop pricing 28.3% Obtained Sports News/Information especially weather information for crops 28.1% Sharing Photos 25.4%, Looking for Recipes 24.8% Playing Games Online 24.6%
These basic activities will not change but will move to a mobile platform a smart phone or a net book
May 2009 consumer research indicated that social network use (Facebook, Myspace etc) surpassed email as the number use of the Internet. Nearly all of the top 10 activities can be accomplished from a Facebook platform.
Facebook recipes are not a large area now in 2009 but will grow.
Wireless substitution will continue in rural America it may slight lag the rest of the US.
It is more age based than location based
The number of American homes with only wireless telephones grew to 17.5%. This translates to 6,000 POP's = 2,727 Households 17% = about 460 household in xxx footprint with only wireless phone
Buisnesses still rely on land line for inbound calls:
13% of American homes received all, or almost all, calls on wireless telephones despite having a land line phone in the home. The younger the age group, the more likely they are to have gone wireless.
This pattern if different for businesses for several reasons: need to
maintain same phone number, don't trust wireless reception indoors for important
SMS TXTs is the new paging for
Rural customers B2B (enterprise) customers want from their Cell phones is paging an SMS text service
(1) reliable (2) low cost (3) easy-to-use (4) secure (5) pervasive works everywhere including inside buildings SMS TXT is a pager (6) Mobile to mobile TXT short message like email to any cell phone or to any email - inter operable MDM.
Business customers the B2B business decision maker does
NOT want costly upgrades to complex new handsets., He does NOT want
employees on the job watching video or surfing the web at lighting
Business customer do want a 2nd device a pager device either tied to same phone number, want to be able to transfer a call to employees mobile device
-- solves SMS biggest issue - confirms delivery- in building
penetration like a caller ID device long battery life. Short-message service
(SMS) messaging successful in Europe SMS, is a low-speed two-way MDM
technology, operates in the signaling/ control channel of circuit-switched
cellular networks, was intended to provide voicemail notification to
cell phone users or set up out call option when you get a voice message sends a
get a TXT resent as a page
Innovative Wireless Data Applications / Mobile Internet Devices -called "MID's" and M2M
New wireless hardware, software, and application capabilities will quickly lead to new revenue opportunities starting in the B2B segment and moving to consumer. The applications will fall into two categories
– (1) person-to-person messaging, including Internet messaging, corporate e:mail, corporate employee systems communications (including applications like sales force automation, field service logistics, and wireless access to corporate applications), and location based “m:commerce;
(2) device-to-device applications, including telemetry, inventory management,
and meter reading. There are lots of tractors with GPS devices now plus
crop dusting. Picture frame from T-mobile does it have it's own
Mobile Advertising - location based - see SMS TXT list building
advertising is mobile. Right content in right format to right device in right location
Mobile Bar codes: example of new mobile content delivery
mobile phones will have applications that can decode images of bar codes taken on mobile phones. The software then connects the handset to whatever information it is linked to on the mobile web.
Mobile Social Networking Sites: All social networks share a certain set of features, which are common to all mobile social networking sites. - create a profile, send and receive text messages a mobile version of the site. .
data center - maintainance - power back up
IT co-location is the provision of space,
bandwidth, and power in a data center ,
with the customer being required to provide and manage the computing hardware.
Data centers that provide this service are called co-location centers; most are
independently owned and
operated. co-location .
Connectivity: merchants and advertisers want technical information and step-by-step support to connect to the platform and access their respondents whether they responded via short code (SMS TXT) email, voice or paper mail in. content delivery and fulfillment to ensure full service compliance.
- Financial Fulfillment and Settlement: facilitate financial transactions through carriers provide merchant with unified multi-currency billing.
- Network Integration: The platform offers merchants a wide range of integration solutions through APIs (SMPP, MM7 or HTTP). The integration solution features two-way communication for SMS & MMS including WAP Push delivery and detailed status report and delivery receipts.
- Revenue Optimization: solutions to maximize your revenue potential for every customer contact opportunity:
Femtocell installation and management - especially 911 emergency for VOIP and alarm over VOIP
Femtocell adoption will expand, will be a major new source of revenue for large wireless carriers. Installation and support in rural America. As consumers switch to a mobile devices, people will be using those devices as their emergency phones.
Solving the location 911 problem is key,” Customers will keep a femtocell in one location, so emergency dispatchers can easily find its location – most Femtocells include a GPS antenna, some include a battery in case of a power outage. Femtocell antenna ranges will increase in time, making it more likely that a caller could be far from the actual base station. Femtocells get network connections through broadband wired networks. optimization – nobody wants to see a video download delay an emergency call. Femtocell owners also could take the device with them on business trips or vacation. call security; emergency calls should acquire stronger encrypt ion than normal calls.
Operators limit bandwidth - put stop light on Internet in rural America? 3G networks provide a pretty good Internet experience. These wireless network improvements have led to sales of smart phones 3G air cards. operators are risking traffic bottlenecks driven by certain video and peer-to-peer applications. All-you-can-eat data plans now cap bandwidth hogs. Bandwidth caps and pricing schemes seem lie airline pricing. First class seats are reserved for the highest ARPU customers and applications. Operators will managing quality of service (QoS) they will add WiFi and Femtocells to offload 3G traffic and protect “first class”.
smart grid very important to rural America
agribusiness is a generic term that refers to the various businesses involved in food production, including farming and contract farming, seed supply, agrichemicals, farm machinery, wholesale and distribution, processing, marketing, and retail sales. The term has two distinctly different connotations depending on context.
Within the agriculture industry, agribusiness is widely used simply as a convenient portmanteau of agriculture and business, referring to the range of activities and disciplines encompassed by modern food production. .
Data capture technology to build a 100% opted in email or SMS TXT list for local retailers. Capture consumer email or cell phone text "preference/profile" data. Location based email list building (data capture) can be VERY valuable for event sponsors.
consumer data capture for market research and for follow up marketing activities. Marketing professionals know that tracked consumer behavior data is more useful than self reported consumer preference data. Market researchers believe tracked consumer behavior is the most useful market research available today.
Self reported data combined with appended lifestyle data overlaid with a geographic location (GPS LAT/LON) including a date/time stamp is extremely valuable to any retailer or event sponsor. This same data is even more valuable to a retailer. especially if the retailer can deliver an in-store incentive.
consumer POP capture will know that a consumer identified by an email address or a cell number "used" (accessed) a Hotspot located at a specific geographic point to send and receive email at a specific date and time. Complete usage reporting is included in rental fees. Sponsors can monitor usage in "real time" and create custom reports via a web based interface.
Has been used for retail - Email list building - opt in email or permission to text
- Sponsor can build a permission based, 100% "opted in" email or text list
How permission based email data capture would work
- Consumers sending or receiving email will be prompted that the Sponsor (Example: Kodak) would like to add their email to a mailing list to receive special offers.
- Only consumers who check yes and accept the sponsor's offer will have their email data captured
marketing can help sponsors increase opt-in conversion rates by adding promotions and incentives
"By sending email from this Hotspot and checking "yes", your email address will be automatically entered in a sweepstakes to win (some prize)
The sponsor can add a "sent from" marketing message at the bottom of all emails
"This email was sent from the Kodak Hotspot at the Rolling Stones concert at Shea Stadium"
Consumer Privacy and Security
Hotspot on Wheels is a member of the Direct Marketing Association. All email and personal information data capture techniques and tactics are in complete compliance with current DMA guidelines.
Security conscious sponsors - or sponsors who want an unbranded connection
off site Internet connectivity for own staff. An example might be an off site sales meeting, golf outing or seminar. clients will not want any data capture. Their IT staff will want to test the connection so they are 100% assured the Internet is 100% secure. The IT Network professional needs a high speed connection just as good as and as secure as if it were in their own office. security standards of the Cisco Mobile Office. Internet security professionals on staff who are experienced with encrypt ion and VPN protocols.