GX content and applicationsTaking content further

Adrian McAloonAviation Content and Applications

Content and applications - goals1. To enrich the existing on-board content experience 2. To reinforce the on-board connectivity message

Inmarsat will enable the speedy delivery of highly-relevant content assets to airline and business aviation travellers via the most efficient and available delivery method

Today’s TV…nowGXTV… next• Live• VOD• Games• Books

Applications

So, what are we doing?

Thought leadership in media delivery

2013

Band

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Q1-2015

Phase 1

Swift BroadbandToday’s TV

Phase 2Global XpressGXTVApplications

Phase 3360o efficient high-value content delivery to aircraftPre-flightIn-flightPost-flight

Future

The Inmarsat media delivery ecosystem

TV

VOD

Apps

5

Content and applications - why?

US media consumption patterns

Source: Nielsen Cross Platform Report – March 2013

Background - the power of TV – USTV has its challenges - Nielsen now counting "Zero-TV households”. Households that don’t view TV using a TV device• 2.5x increase in this kind of user over the past 5 years

Yet, TV content is highly relevant to the US consumer

Source: Nielsen Cross Platform Report – March 2013

Average time spent per person per day

Background - the power of TV – UK

FACT - TV drives connectivity experiencesOnly online

6%

Only television

66%

Both28%

How users watchedelection nightPercentage of respondents

Use of a second screen during debatePercentage of users who planned to….

Monitor broadcast media responses and reactions

Use second screens fact check debate

Follow live reactions of political reporters

Monitor social media

46%

41%

39%

32%

With content, time means everythingInmarsat enables faster asset deploymentFaster delivery gets high-value content into the hands of the consumer quicklyEnriches the content experience

Price

Time

Content lifecycle

The power of applications – US market

End-users are spending more time on their personal devices– and more of that time using apps

Our response

Coming up next… GXTV3 Live TV channels

A flexible media advertising ecosystem

VOD delivery – regional news and events

VOD customization

Customized branding – Per Airline

Custom advertisementContent

Live news

Live business news

Sports channel

Worldwide newsand events

HKG - SYD

HKG - JFK

Live Stream

Live Stream

Live & VOD

VOD

Customized advertisementPer airline/per aircraft/per ship/per route

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Initial GXTV featuresSupports highly-customizable content distribution• By airline/aircraft• By route

Multi-tenant content provisioning and management

Initial GXTV featuresHigh-impact content – GXTV is focused on the immediate impact provided by news, business news and sport contentRobust on-board solution • GXTV on-board server module and software

• IFE agnostic – deployed within existing wired and wireless IFE infrastructure

• BYOD• “BYOIFE”

Supports VOD content delivery solution• Content catalogue updates

Supports industry standards• APEX compliant media encoding (h.264/AAC-LC)• SCTE 35 ad insertion compliance

GXTV - architecture overview

Inmarsat application ecosystem

Developerportal

NetworkAPIs

Network servicedevice

End-userportal

Cloudhosting

Content delivery network

InmarsatSEP

A compelling and cohesive ecosystemfor app discovery and delivery

+

Certified application provider (CAP) sectors

Flight Deck• EFB

• Graphical weather

• Maintenance management

• Others

Cabin Crew• Operational

• Incident management

• Customer care

• Flight status

• Others

Consumer• Airline mobile

app integration

• Customer care

• Travel management

• ?

Aviation Apps - roadmap

Today

• Cisco completing detailed design• Commercial terms definition

October2013

• Aviation CAP Seminar – London • Detailed commercial terms outlined

Q4 2013

• Release of Software Development Kit (SDK) • Test bed functional description• Finalize contract between CAP and Inmarsat

Q1 2014

• Test bed available• Updates to Software Development Kit (SDK)

Q3/4 2014

• Over-The-Air testing• Final certification of applications

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Back to our goals

To enrich the existing on-board content experience• GXTV is:• A value-add• Relevant• Engaging• Simple

Rich applications environment

To reinforce the on-board connectivity message• GXTV is:• Effective at reinforcing the

“connected aircraft” message• A proven engagement tool • Simple

Rich applications environment

Thank you