Corning Hospitality Sales Guide

Corning Hospitality Sales Guide

The Changing Hospitality Landscape Aided by a steadily improving economy, rising consumer confidence, and more international travelers, the U.S. hotel industry continues to make post-recession gains. In 2013, the hospitality industry set records for rooms available (1.7 billion), rooms sold (1.1 billion), and total revenue of $122 billion. This new growth could mean that the hospitality industry will rely even more heavily on a variety of wireless technologies to better serve guests. Adoption of Mobile Devices Hotel guests travel with an increasing number of wireless devices on which they communicate or access entertainment content. With over 45 percent of guests traveling with two or more devices, room design and hotel amenities need to account for this generation of connected customers. Regardless of whether a hotelier is catering to the connected public in the hotel room, the demand for increased access is there via service automation (e.g. remote check-in), digital signage, the lobby as a technology hub, and flexible workspace. One of the top challenges for hotel business decision makers is that hotel properties lack capacity to deliver seamless cellular and Wi-Fi connectivity. Hence, greater than 80 percent of hotel executives try to figure out how to address the rising IT problems as well as the expectations of customers and attempt to improve customer satisfaction and hotel staff security. For instance, through a smart network of intelligent systems Internet of Things (IoT) the hotel industry attempts to integrate advanced technological amenities into every suite, beyond Internet, cable TV, and in-room comforts. Corning helps to solve challenges with the Corning ONE Wireless Platform, a solution that converges cellular, Wi-Fi, and Ethernet backhaul over a single composite fiber cable and delivers wireless and wired services to the edge of the network. With a long-standing relationship with many hotel brands, Corning understands the hospitality environment and the unique challenges facing hotel staff. The Corning ONE Wireless Platform offers hotel facilities the ability to converge Wi-Fi, Ethernet, and multioperator cellular services over a fiber-to-the-edge architecture with modular components to accommodate service modifications and additions. In today s competitive hospitality market, enabling more and more guest applications, services, and content access can mean the difference between loyalty or churn. Network specifications have already changed for in-room guest services and throughout the entire hotel property area to adopt fiber to the room with the Corning ONE Wireless Platform, hotels can leverage the fiber-to-the-edge architecture to provide maximum flexibility to deploy new services or provide needed network access as demand grows. As a neutral-host solution, the Corning ONE Wireless Platform elegantly accommodates multiple RF (cellular) service frequencies and operators, while other solutions offer options for specific RF environment and topology issues. Today, more than ever, wireless operators are motivated to fund neutral-host systems in what they consider to be a public venue. Corning helps to solve challenges with the Corning ONE Wireless Platform, a solution that converges cellular, Wi-Fi, and Ethernet backhaul over a single composite fiber cable and delivers wireless and wired services to the edge of the network. Hospitality Selling Guide 2

At virtually half the time, space and cost of installing, maintaining, and upgrading comparative networks, Corning ONE Wireless Platform provides the enterprise with the market s first truly scalable future-ready solution. About the Hospitality Vertical Market There are more than 52,000 lodging properties in the United States, > 11,000 are classified as resorts or are in urban/airport zones. Hotel facilities with > 250 rooms are ideal prospects for the Corning ONE Wireless Platform which make up 6,081 properties with > 1.8M total rooms Hotels with minimum of 150 employees Most hotels have some open wireless requirements based on unmet service (customers complaints), coverage, or capacity gaps Corning ONE Wireless Platform decision driver incidents where business travelers complain about cellular signal challenges, difficulties using the Wi-Fi, and inability to log on with multiple devices Many existing facilities require upgrades to Wi-Fi, sophisticated WLAN infrastructure, 700 MHz LTE data services, or their existing infrastructure to support new services or applications Network modifications or upgrades due to ongoing renovations and floor plan changes What to Look for Target: Full-service hotel properties with > 250 rooms, extensive business guest support, and staff/building wireless application support needs Business decision makers looking to improve customer service and IT systems to be more agile and flexible A mobility initiative being formed for the entire organization by a C-level executive or committee Business decision makers considering expansion of the existing WLAN infrastructure Business decision makers looking for wireless solutions that minimize disruption to operations and guests Over 50 percent of staff members using some form of wireless inside the hotel property Budget challenges Multiple departments that face wireless needs and have separate budgets Business decision makers seeking support for Public Safety or robust wireless networks for first responders Who to Talk to (Priority groups) 1. CIO/CTO/IT Executives 2. IT Managers/Directors/Engineers (B level) Including Network Architects 3. Property/Building Owner/Manager 4. Procurement/Purchasing 5. Consultants/VP of Asset Managers 6. Architects 7. Designers and Construction Companies 8. Management Companies Hospitality Selling Guide 3

Important Organization Considerations and DAS Decision Triggers Each hotel may have an average of two to three C-level staff members involved in decision making and another 10-12 staff members involved in mobility initiatives (influencers) IT controls budget and consultants are almost always used For IT decision makers, mobility applications are often not a want but more of a severe need Many hotels have ad hoc legacy networks that need to be replaced (i.e. BDA + coax systems on some floors) or UHFNHF Public Safety communications systems An event often triggers IT to investigate broader wireless coverage options, i.e. VP of Asset Managers reacts to unexpected customer complaints about erratic services or poor user experience Greenfield (pre-construction) opportunities are ideal for adding fiber infrastructure and a Corning solution Focus of applications-driven needs and impact should be on convenience and feasibility (potentially from the guest point of view) and on bringing the mobile ecosystem to life in the hotels (e.g. customized rooms, mobile phone room keys, etc.) Questions to Ask 1. Are you renovating or embarking on new construction or IT projects in the next 12-18 months? 2. Do hotel guests or staff members complain about poor Wi-Fi connections and difficulties logging in with multiple devices? 3. Are you expanding your WLAN network (i.e. adding or expanding 802.11 n/ac/ad)? 4. Are you changing your corporate mobile reimbursement or corporate subsidized handset policy or wireless operator? 5. Do you enable one or more of the following services or applications: VMTS, pagers, temperature/light/sound sensors in guest rooms, CPOE, HER, RFID, cloud computing, VoIP? CIO Pain Points and Messaging Issue: Managing multiple systems purchased by multiple departments over time increases OPEX and complexity for IT. > Selling Messages: A single unlimited bandwidth-based solution can deliver robust wireless coverage, capacity, and network flexibility. Issue: Adding new services may expose the inside of ceilings and walls, disrupting business operations. > Selling Messages: With a zone-based architecture, the Corning ONE Wireless Platform delivers wireless services and Ethernet backhaul to guest rooms and services area from outside. Issue: Infrastructure may be obsolete in the future. > Selling Messages: With the virtually unlimited bandwidth of fiber and a modular design, the Corning ONE Wireless Platform delivers a future-ready solution supporting any current and future wireless services. Issue: Staff complains about having to manage too many devices. > Selling Messages: Staff can use any wireless operator and their existing mobile devices. Issue: IT departments are fragmented and want one less thing to manage. > Selling Messages: The Corning ONE Wireless Platform delivers seamless Wi-Fi and Ethernet backhaul and includes built-in RF interference components and end-to-end management to ensure maximum uptime. At the simplest level, IBW solutions provide a wired path for delivering wireless service frequencies indoors. Hospitality Selling Guide 4

Challenges and Actions 1. Ensuring future network upgrades do not require forklift efforts if applications, services, users are added or wireless spectrum changes or operator agreements phase out. Action: Providing proof of the future-ready capabilities of the Corning ONE Wireless Platform (i.e. Red Rock Resort) provides IT decision makers with assurance that their investment will extend well beyond the immediate facilities needs unlike other network investments. Specifically designed with the needs of hospitality properties in mind, the Corning ONE Wireless Platform can accommodate future cellular services or support Ethernet-based applications more easily and without disruption compared to other competing solutions, in regard to guest and room services for hotel staff and guests. 2. Buying process involves multiple department heads and mobile stakeholders, causing decision-making delays. Action: It s important to educate key decision makers/influencers by emphasizing the need for a converged infrastructure that supports Wi-Fi, Ethernet, and cellular that enables IT control with full visibility and fault detection capabilities vs. ad hoc networks and partially deployed legacy systems. The Corning ONE Wireless Platform enables pooling of a multidepartmental budget for a converged platform with lower cost per service. 3. Mission-critical applications need to work. Action: For mobile applications, show how Wi-Fi, GPON could enable guest Internet and internal applications for video surveillance, door locks, video signage, etc. which are critical. Demonstrate how fiber in the horizontal for connected applications is cheaper to install and is more flexible, secure, and reliable than copper media. 4. Hotel wireless needs should be properly addressed with focus on Wi-Fi, guest and room services. Action: For business travelers, show how their frustration with Wi-Fi and cellular connectivity at hotel properties can be solved with the Corning ONE Wireless Platform which enables unlimited bandwidth to the network edge for application flexibility and ultimately greater information capacity. As a neutral-host solution, the Corning ONE Wireless Platform elegantly accommodates multiple RF (cellular) service frequencies and operators, while other solutions offer options for specific RF environment and topology issues. Possible Market Development Approach Identify and sell to buyers/educate influencers Focus on brands, management companies, owners/developers, asset managers Sell deep and wide Advocate through the organization (Corporate/Above property and Property level) Leverage existing Corning relationships with integrators and partners Make Corning team aware of opportunities Seek potential partnerships with high-speed Internet access (HSIA) providers Potential Hospitality Buyers and Influencers Brands Marriott, Hilton, Starwood, Hyatt, Intercontinental, Omni, Wyndham, Four Seasons, Fairmont, Trump, Mandarin Oriental, Choice, and others Owners/Developers Host Hotels & Resorts, JWM Holdings, Hospitality Properties Trust, Apple REIT Companies, Ashford Hospitality Trust, RLJ Development, FelCor Lodging Trust, John Q. Hammonds Hotels & Resorts, Hersha Hospitality Group, The Procaccianti Group, Sunstone Hotel Investors (Note: some of these fall under real estate investment trusts, [REITs]) Management Companies Interstate Hotels, White Lodging Services Corp, Destination Hotels, TPG Hospitality, Pyramid Hotel Group, Aimbridge Hospitality, Davidson Hotels and Resorts, Remington, HHM, HEI Hotels and Resorts, and others Asset Managers, Architects, Designers, and Construction Companies Hospitality Selling Guide 5

Hotel guests travel with an increasing number of wireless devices on which they communicate or access entertainment content. Corning ONE Wireless Platform: Converged Network Solution The Corning ONE Wireless Platform is a converged future-ready networking solution that delivers cellular, Wi-Fi, and Ethernet backhaul over an unlimited bandwidth-capable fiber infrastructure. With modular components and a wire-it-once architecture, Corning ONE Wireless Platform uses cellular service-specific, chassis-based modules that automatically groom wireless signals in order to maintain signal strength and quality. At virtually half the time, space and cost of installing, maintaining, and upgrading comparative networks, Corning ONE Wireless Platform provides the enterprise with the market s first truly scalable future-ready solution. Solution Benefits Single composite cable architecture supports multiple operators and mobile services (including CELL, PCS, AWS, and LTE) as well as any 802.11 protocol and Gigabit Ethernet backhaul Modular operator-service packaging for easy and cost-effective addition of new voice and data services Modular six-band remote enables multiservice MIMO support for maximum service performance Managed elements can be housed in secure and accessible zone ceiling enclosures outside of clinical areas to address infection control when modifying or adding services Composite cabling with multiple fibers and copper for power reduce clogged conduit/cable trays and can eliminate floor-level switches Proactive management interface enables centralized monitoring and control Hospitality Selling Guide 6

General: What is an In-building System or Distributed Antenna System (DAS)? Unfortunately, most enterprise buildings are dead zones when it comes to cellular coverage wireless coverage doesn t just happen. Just as Wi-Fi indoor signal strength (RSSI) must ensure application performance, the same is true for cellular. Most often, radio frequency (RF) signals are blocked or absorbed by a building s dense structural materials. Known as in-building wireless (IBW) systems or distributed antenna systems (DAS), these solutions overcome a building s inherent structural impediments and deliver robust wireless coverage throughout the facility. At the simplest level, IBW solutions provide a wired path for delivering wireless service frequencies indoors. For mobile applications, show how Wi-Fi, GPON could enable guest Internet and internal applications for video surveillance, door locks, video signage, etc. which are critical. Customer References Red Rock Resort, Las Vegas, NV (Corning ONE Wireless Platform In Progress) Green Valley Station Casino, Las Vegas, NV (Corning ONE Wireless Platform 2014) Renaissance Hotel & Conference Center, Glendale, AZ (Corning ONE Wireless Platform 2014) Santa Fe Station Casino, Las Vegas, NV (Corning ONE Wireless Platform 2014) Ritz-Carlton Hotel, Toronto CAN (Corning ONE Wireless Platform 2014) Hyatt Place Hotel, Atlanta, GA (Corning ONE Wireless Platform/HX 2014) Planet Hollywood Hotel, Las Vegas, NV (MA2000) Mandalay Bay Hotel, Las Vegas, NV (MA2000) Monte Carlo Hotel, Las Vegas, NV (MA2000) Marriott Marquis Hotel, DC (HX) See Other Literature: Solution Brochures, Healthcare Presentation (for end customers). Hospitality Selling Guide 7

Corning Optical Communications Wireless, Inc. 13221 Woodland Park Road, Suite 400 Herndon, Virginia 20171 USA 866-436-9266 FAX: 703-848-0280 Tech Support Hotline: 410-553-2086 or 800-787-1266 www.corning.com/opcomm Corning Optical Communications Wireless reserves the right to improve, enhance, and modify the features and specifications of Corning Optical Communications Wireless products without prior notification. A complete listing of the trademarks of Corning Optical Communications Wireless is available at www.corning.com/opcomm/trademarks. All other trademarks are the properties of their respective owners. Corning Optical Communications Wireless is ISO 9001 certified. 2014 Corning Optical Communications. All rights reserved. Published in the USA. CMA-346-AEN / September 2014