What is DAS, really? How to Talk to your Clients About DAS How to talk the Healthcare Talk CRE - getting in on the ground floor Why CommScope? Delaing with the MNOs The DAS Funding Conversation The DAS Questions you should be asking The DAS Questions your client be asking Day 2 Offerings: Monitoring & Maintenance Know Your Competition
Distributed Antenna System What Is It? Really?
A Distributed Antenna System, or DAS,
WORKS LIKE A SYSTEM OF CELL TOWERS scaled down to fit inside a building
RF TO DIGITAL SMALL CELLS
A DAS is an efficient means to distribute RF spectrum from a common RF source
Just like the networks of large cell towers communicate to provide signal outdoors, DAS engages smaller antennas inside a building creating a network to deliver signal indoors
SHRINKS TRAFFIC ON WIFI increasing both speed and capacity FIBER OPTIC CABLE By digitizing the signal on the fiber, the DAS can transport the mobile signal at full strength to any remote antenna connected
ALLOWS FOR GREATER AUTONOMY works with all major Mobile Network Operators MORE DEFINED COVERAGE no overlapping signals mitigating any interference DESIGNED FOR INDOOR & OUTDOOR USE better connection for large and small spaces
IBW PARTNER OF THE YEAR
February 2021
How to Talk to your Clients about DAS
The most significant benefit of a distributed antenna system you can emphasize to all of your customers is a better, stronger signal on an exclusive network connection. It's really that simple. Building and business owners need to know that when connection is strong and reliable without the dreaded dead spots, they will attract more customers, new talent and actually improve their bottom line.
Wi-Fi alone won’t do that. It’s great for the customers, visitors and other end users but your clients need a dedicated, indoor cellular network to complement their suite of technology and deliver ample capacity and uninterrupted communication for all users.
Add to that improved productivity, efficiency, safety and lower operating costs and you have an arsenal of reasons why every in-building solution should include a DAS.
Speak their language. Look for Chalk Talk next week to give you the script on talking to hospital and healthcare clients in language they can understand on the how and why of implementing a DAS without all the techy terms.
Distributed Antenna System Why Your Clients Need one now.
HAVING RELIABLE ACCESS TO CELLULAR CONNECTION IS
VITAL TO A COMPANY'S SUCCESS
One Tech is Not Enough WiFi cannot keep up with the ever-expanding data overload
Eliminates Dead Spots Customers and employees will never have to worry about having poor signal.
Enhanced Public Safety First responder’s are able to communicate with each other no matter where they are.
• Expands coverage, speed and quality • Provides greater capacity • Enhances security
• Reduces dropped calls • Consistent signal • Reliable service • Dedicated network connection
• Meets public safety codes • Improved emergency coordination
IMPROVED PRODUCTIVITY LOWER OPERATING COSTS BETTER COMMUNICATION IMPROVED EFFICIENCY 5G READY
Distributed Antenna System How to talk the healthcare talk
SOMETIMES THE RIGHT WORDS
blah
blah
ah words that work
MAKE ALL THE DIFFERENCE Lose the SYSTEM when talking DAS and sell a NETWORK . It's the more familiar term that clients understand.
Satisfaction
Functionality
Language Clinicians and staff are a truly mobile workforce. Coverage should follow them. Heavy data load gets pushed to carriers instead of WiFi.
Keep your doctors = keep your patients, visitors, staff and talent. To do that, seamless cellular coverage is a requirement.
It's about cellular, not just wireless. Medical grade cellular networks that allow true mobility.
Focus on how a DAS will boost their bottom line with lower operating costs and you'll be speaking their language.
IBW PARTNER OF THE YEAR
February 2021
Commercial Real Estate: Getting in on the ground floor.
I don’t know about you, but we tend to avoid places that cramp our connected mobility. Would you want to work in a building where you had to stand in the corner to use your phone or stay in a hotel that could only give signal in the lobby? Nope. No thanks. Commercial Real Estate clients don’t necessarily need to be convinced that they need better signal but explaining the best options for improving that connection can send their heads spinning. Lay it out simply, in plain terms and yes, speak their language. Target the Pain Points CRE Competes with Amenities Whether it be Commercial Office or High Rise Residential, urban buildings compete for tenants using amenities as the big guns. Fitness centers and coffee bars are not the only features owners are looking to include in their buildings. As more people depend on seamless internet and cellular connectivity, building owners need to have the necessary infrastructure to support demand. A recent report on millennials found that 96% of those surveyed rated mobile phones as the most important item used in their daily lives. And connectivity is considered the #2 “must have” by renters in a 2019 survey.
ROI and Asset Valuation The CRE industry is run by Asset Valuation and Return on Investment. Their entire business plan is based on long term return involving equity gain and rent received. The equation is simple, each annual dollar of rent or CAMs translates to $25 of value in the property. Therefore, high rent buildings in Manhattan are valued in the hundreds of millions and some in the billions. So higher rent rates and maximum occupancy are paramount. CRE owners trying to compete without seamless cellular coverage are at a disadvantage. Potential renters move on when they see no bars or pay a lower rent rate to tolerate it. Better in-building cellular coverage directly translates to higher rent rates and occupancy. This has made DAS a well-known term in CRE and has driven cellular coverage to nearly the top of the amenity list industry wide. Speak their language Cellular infrastructure is an invisible but imperative amenity. Will tenants notice the difference in carpet at $7/sq ft verses $5? Or, will a DAS network at $2/sq ft raise the appeal of a property to prompt potential tenants to cough up that rent and sign the lease? Don’t skimp. Tenants expect good looking surroundings, but they can’t tell the difference between cheap or expensive carpet. They can tell immediately if they can’t do business or communicate simply. Bad signal, slow connection and spotty service are noticeable and frustrating. Tenants and guests expect to be able to use their cell phones whenever and wherever they want. The end result is happy occupants, more of them, who are willing to pay a higher rate. Look for Chalk Talk next week on Knowing Your Competition. What do they know that you don't?
Distributed Antenna System CRE: Getting in on the ground floor safer buildings & secure data =
safety & high quality tenants security
amenities connectivity
valuation ROI
higher rent = increased revnue
is the #2 "must have" for renters
= more
value
leasing HIGHER OCCUPANCY = rates higher leasing rates
signal strength
occupancy
happier tenants = higher occupancy rates "Don't play the waiting game." The costs to maintain an aging system will increase over time Residential tenants view proper connection not just as an amenity or perk but as a fourth utility
better signal = happier tenants
IBW PARTNER OF THE YEAR
February 2021
Why CommScope? Do you know? How do you answer the question: Why are you better than your competition? Customers want to know – but do you know why Commscope is industry best? Developing a value proposition that includes general and technical specifics can make all the difference in making clients comfortable in choosing CommScope – whether you use those details or not. A value proposition is a simple statement that summarizes why a customer would choose a CommScope product or service. It communicates the clearest benefit that customers receive by giving you their business. A great value proposition may highlight what makes you different from competitors, but it should always focus on how customers define your value. Identify the pain points: Complex and foreign. As a technology, DAS is still considered a one-off system that is complicated, confusing and a challenge to incorporate into general construction. DAS is often an after-thought that comes up when little time or budget remains. Insecurity. Because DAS requires authorization and preference from the Mobile Network Operators, clients are nervous that a decision may not carry a long-term benefit into the future as the changes come from the MNOs.
Return on Investment. Clients are well aware that they need cellular phone functionality on the premises for obvious needs. But they struggle with justification of the cost to empower someone else’s network. What makes your brand different? CommScope ERA was specifically designed to be IT friendly. Category 6A Cables and components that are rack mountable or “Access Point” similar absolutely contribute to your client’s comfort and familiarity especially when they start to think about the installation. ERA’s Digital Platform provides flexibility to accommodate the technology roadmap. DAS is an ever-changing engineering science project. Mobile Network Operator’s change their desires annually. ERA is second to none, by far, in its ability to adapt to changes in advanced technology. Universal architecture. Once a UAP network has been implemented, the customer can add purpose to the network using the 1G ethernet pass-through supplying connectivity for Wi-Fi, IP cameras or sensors and providing benefit for cellular, IT, security and facilities. What makes you uniquely qualified? Learn your value proposition. It's a promise. So first define, learn and understand your company’s promise. State what makes you different and what promise your company makes to every prospect and customer. Intenna leads with the CommScope ERA platform for new projects whenever possible. Here’s why: ERA offers a digital platform that is adaptable to CBRS providing an elegant path to 5G. ERA networks are inherently easier to monitor, manage and maintain. The flexibility of using UAP, CAP-L, CAP-M, CAP-H and C-RAN configurations provides tremendous design advantages. The diversity of equipment solutions provides us the ability to compete in all opportunities from value-added sales to commodity-competitive deals. The products last. Our customer service image is important, and we demand equipment that lives up to our reputation. Look for Chalk Talk next week to outline what questions your clients should be asking.
Distributed Antenna System why commscope?
Did you know CommScope is
Industry Best?
relationships customers are insecure about DAS because it seems complicated and foreign to them without a clear return on their investment
promises
promises
kept ease of maintenance and monitoring
Flexibility Digital vs. Analog Durability IT friendly
inn
What makes CommScope different
ov
ea
made
s
CommScope's benefits to customers are clear. Do you know what they are?
a ti v e i d
Distributed Antenna System Dealing with the MNOs
How do you go about ensuring service for your network?
Negotiations are often frustrating and can cause further delays when there is a lack of understanding and/or relationships with each MNO involved.
An Intenna Systems project manager remains involved throughout the process to provide guidance and continuity for all parties.
Generating MNO coordination packages DAS design
prediction plots
E-911 Bill of materials
de product data sheets
s l i ta
cost impacts Uplink Noise figure
signal heat maps
The purpose of our MNO process is to facilitate the delivery of a standard lease or license agreement from each MNO to the property owner or manager.
Distributed Antenna System THE DAS FUNDING CONVERSATION
Sometimes funding strategy is as simple as
PUTTING THE PUZZLE PIECES TOGETHER FOR YOUR CLIENT.
$
Buy Out Leasing
2-5 year Cap-X Lease programs allow scheduled use of future Capital Budgets but receive a comprehensive and completely functional DAS Network now.
Op-X Leasing
Traditional leases using Operational Budgets. Fair market value with monthly or quarterly payments & flexible terms. Leased over a span of time that suits your client’s needs.
Subscription Based
Providing a DAS Network on a subscription basis. Technology as a service allows the finance team options to acquire a DAS Network today.
Carrier Subsidy ris e
Owned and operated by building owner.
th e
Carrier contribution coordinated by Integrator
Make it rain
re q u sts e
on
Deployed and supported by DAS Integrator
e r a
Public venues • Airports •Stadiums • Subways • 0% r Convention Centers e n ow
College campuses • Large Hotels & Resorts • Casinos • Hospitals
r % e n 5 2 ow
g n i d l i Bu
MN
O5
MN O 1
0%
0%
Commercial Office High-rise • Residential High-rise • Shopping Malls
r e % n 0 w 5 o g n i d l i Bu
r e
B
% n 0 9 ow g n i d l i u
Residential • Enterprise Office •
Government • Small Hospitality
Distributed Antenna System Questions You Should Be Asking
wh
at
d?
r ta
h W
kin d
of ne
s?
w e g et s
ay
w
do
te
ho
FAQ
p o
? k r o tw What are the ongoing costs to manage and maintain the network?
Does the network provide multi-operator support? Is the network scalable over time to include additional nearby buildings?
Will it be easy to install?
Are you asking the right questions
Distributed Antenna System
Questions Your Client Should Be Asking
wh
at
d?
r ta
h W
kin d
of ne
s?
w e g et s
ay
w
do
te
ho
FAQ
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Are your clients asking the right questions
? k r o tw
What customers don’t say is, in many ways, more important than what they do say Does the network provide multi-operator support? Is the network scalable over time to include additional nearby buildings?
Will it be easy to install?
Day 2 offerings: Maintenance & Monitoring & Beyond A DAS network is a substantial investment for property owners and requires routine inspection and incident trouble-shooting to maintain healthy performance and longevity. But technology is dynamic and constantly evolving so DAS networks should not only be monitored and maintained by highly trained and experienced professionals but should also be part of a long-term plan to allow for upgrades and expansions. This kind of responsibility can and should be shifted from your client’s shoulders to an experienced integrator that offers a comprehensive monitoring program to properly oversee the system with a variety of support services. Clients can breathe easier knowing their expensive new network is looked after with 24/7 professional oversight in addition to priority dispatch for on-site maintenance and repairs. What may be even more important is that trouble-shooting any problems or disruption of service requires interaction with the Mobile Network Operators to identify whether the problem is with the DAS or with the outside signal. Because of the significant investment in the installation of a DAS and the rapid technological advances in the wireless industry, any issues, upgrades or communication with MNOs is automatically handled by the integrator without any need for oversight from the owner. DAS maintenance should truly be hands-free for the property owner unlike most other equipment maintenance and monitoring systems. Obviously, any integrator a client chooses to install their DAS should be the one guaranteeing and maintaining their DAS. Not all monitoring and maintenance programs are alike, however, the ability to educate your clients in detail on what they need after installation will go a long way toward getting to yes in negotiating a green light on potential projects. So, let’s do a deep dive on what DAS after-care should look like. Monitoring Always-on monitoring allows for NOC technicians to identify problems in real-time and address them immediately. In the event that the condition cannot be addressed remotely, a trouble ticket is created, and a field engineer is dispatched. This real-time monitoring allows owners to be made aware of any potential issues or problems with the network before tenants or users realize there is a problem.
Break Fix Priority next day response is provided to reduce network downtime in the event of a hardware failure . For high priority venues, the SLAs can be tailored to the business need for faster response times to address outages in key areas. The DAS is one piece of the puzzle for your in-building cellular network, the other piece is the MNO signal source. Network outages, even at the MNO level, can happen and a trusted partner with access to the system performance engineers at the carrier level is critical to ensuring a timely response and restoration of service for problems related to the MNO signal sources. Ever-changing RF Landscape The Mobile Network Operators consistently swap their spectrum allocations in one market for assets in another market. As a result, the RF landscape of your DAS network is always evolving and changing. The Mobile Network Operators are constantly adding new towers and optimizing their macro-cellular network based on capacity demands and new construction projects in the areas. Antenna tilts and changes to the power levels on the outdoor network can and will impact the indoor network. All of these scenarios require an engineer to evaluate the RF spectrum changes and make appropriate adjustments to ensure that the network is optimized according to the changes. Routine Maintenance DAS equipment should be part of a routine maintenance including visual inspection of the equipment and walk-tests of the facility to evaluate signal strength to proactively optimize the network. Firmware and Software Upgrades DAS equipment has evolved from fixed amplifiers to software defined platforms that rely heavily on firmware updates to keep up with the carrier spectrum changes, add features and squash bugs. Ensuring that your network is up to date with the latest firmware is critical for the next generation equipment sets. Expansion & Upgrades Buildings are frequently going through renovations along with new construction and expansions in progress. It is critical that long-term planning be factored into the design phase with a partner who proactively engages with the mobile network operators to ensure signal is available when any new building is ready to be occupied. Site surveys, design modifications and engineering services related to expansions or upgrades should be included in Day 2 services. Intenna’s DAS Operational Management System provides an enterprise level interface point between the DAS and the Intenna Systems NOC. The system gathers vital information and alarm data from the DAS network and communicates to the NOC facility for monitoring to conduct constant comprehensive DAS system health checks. The system then reports changes in status and alarm detection in real-time allowing engineers to view and adjust critical device settings remotely or on the local network, keeping downtime to a minimum. We work with all major wireless carriers on behalf of the owner because we are looking out for them longterm. Our engineers can readily engage wireless carriers whenever needed and early on in the process which allows owners to better plan for budgets and get their services faster.
Distributed Antenna System DAS After-care
Technology is constantly evolving so DAS networks should not only be monitored and maintained by highly trained and experienced professionals but should also be part of a long-term plan
requires routine inspection and incident trouble-shooting to maintain healthy performance should only be monitored and maintained by highly trained and experienced professionals
educate your clients in detail on what they need after installation access to the system performance engineers at the carrier level is critical
24/7 professional oversight in addition to priority dispatch for on-site maintenance and repairs.
Minimal response time
Certified Engineers
Upgrades
Expansion
Performance optimization
The Mobile Network Operators consistently swap their spectrum allocations in one market for assets in another market. As a result, the RF landscape of your DAS network is always evolving and changing.
IBW PARTNER OF THE YEAR
February 2021
Know Your Competition No one ever goes into battle without a plan and the winners usually educate themselves on their opponents ahead of time whether it’s Saturday’s golf match or the Superbowl. Knowing what you're up against gives you a competitive advantage so why not watch the film on your sales competition too? Like it or not, you do have competition. If you want to beat them, you need to fully understand the competitive landscape you're in. Without the insights, vision, and understanding of what your competitors are doing in your marketplace, you’re only partially prepared to succeed. Building a case file on your competition: Know the players CORNING OPTICAL COMMUNICATIONS Product Line: Corning One DAS Technology: RAU is Fiber Optic to Active Antenna MRU is Hybrid Fiber/Coax to Passive Antenna Go to Market Strategies: Fiber to the edge Fiber deep Future proof network Convergence 5G Ready
Pricing: High Summary: Corning has a complete product line for DAS with a primary objective to sell fiber optic cables. These solutions are expensive off the shelf, complicated and expensive to install. As a result, they require quite the value add to justify the cost, usually converging multiple purposes or touting the “future proof” aspect of fiber optic bandwidth. How to Compete: Shoot holes in their price justification conversation and challenge your customer to understand the complicated aspects of installation. Fiber splicing and DC power plant in the ceiling are no easy tasks. DAS technology does not require infinite bandwidth. SOLiD Product Line: Alliance 5G DAS Technology: edgeROU is Fiber Optic to Active Antenna ROU is Hybrid Fiber/Coax to Passive Antenna Go to Market Strategies: Price Fiber to the edge 5G Ready Cellular Technology Focused Pricing: Competitive Summary: SOLiD has a complete product line for DAS with a primary focus on cellular technology expertise. They do make a quality product and tout the best price-to-power ratio in the industry. Since they are a DAS only company, they push the 5G term and expand deep into the technical merits of the system that are important to the Mobile Network Operators. How to Compete: Make the conversation about your customer’s needs, not the MNO opinions. CommScope products provide all the same benefits of SOLiD products but have more sophistication and flexibility due to having a digital platform vs analog. Also, address the 5G conversation because CommScope products satisfy 5G in the same manner. ADVANCED RF TECHNOLOGIES (ADRF) Product Line: ADX Technology: Hybrid Fiber/Coax to Passive Antenna Go to Market Strategies: Public Safety First Price Pricing: Competitive, Low
Summary: ADRF has a fiber/coax only product line for DAS with a primary focus of public safety with cellular additionally. They design with price as paramount. As a result, the products are a little clunky and have had dependability issues in the past. Since they are a DAS only company they are challenged with brand recognition in the enterprise markets but have done a very good job attacking Public Safety through the AHJ. Commonly they are found on the local Public Safety approved list. How to Compete: Go right after the reputation and quality issues. Point to the youth of the product line vs the decades CommScope has been producing cellular technology. Discuss the Value Add CommScope has in their products. Why should your customers choose you over the competition? Find what makes your brand unique and use that advantage to build value in the eyes of your customers and prospects. Understand specifically what your competitive advantages are. Go the extra mile Don’t stop monitoring competitors and markets. Pay attention to your competition and what they are doing. Many people lose business to competitors they have never even heard of simply because they’ve never taken the time to do competitive research. Spy Tools Analyze competitors' online presence. Check online reviews. On some level, understanding your competitors is just as important as understanding your customers. Your competitors have valuable lessons to teach you and it’s important to regularly monitor their online activity. Doing so will strengthen your business and improve your own value for your customers. See every market shift and competitor move, then shape your strategy for success. The links below will take you straight to their sites for setting up Google alerts on their activity. Corning SOLiD ADRFTECH Don't forget to set up an alert on your own company as well to see if anyone else is talking about you. Tap the social network Facebook, LinkedIn, and Twitter are marketing outlets these days, you might be able to pick up interesting facts about your competition--and maybe even your own company--just by tuning in. Speak their language Ask your customers. When it comes to identifying sources of information about your competition, don't skip over the obvious ones--like your customers. Whenever you win a new customer, find out who they used before, and why they switched to you. Call the competition? Once you have done enough research to identify who your competitors are, you might want to try an old school tactic to take it from there: Just call them up and ask. Look for Chalk Talk next week on Why CommScope? Do you know?
Distributed Antenna System know your competition
build a strategy
Shine a light on your competition by building a case file that goes beyond the obvious.
watch their game film call them up
take a snapshot Compete Corning - complicated and costly SOLiD - Digital v Analog ADRF - talk quality
Ask your customers
Cost Corning - HIGH SOLiD - Competitive ADRF - LOW
knock em out with knowledge
technology
be a company asset pricing
read up on their marketing strategies set alerts for any new news
product line Go to Market strategy