Swisscom HospitalityCompany presentation 2011

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Contents

2 The hotelier’s business and ours

Hospitality & Technology

7 Consulting – System Integration – Network Operations – Applications

Swisscom Service Portfolio

39 Selected clients case studies

Hotelier Testimonials

44 The only Telecom company dedicated to Hospitality

About Swisscom

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The hospitality sector faces important challenges that require a smart and flexible response

Competition:Many hotel brands

address the same client segments with

comparable services; differentiation of brand

value is essential.

Changing customer base:New generation of guests takes latest technologies for

granted, while questioning some of the traditional hospitality concepts.

Rising service expectations:Guests expect enhanced services, i.e. more personalization during their stay but also before and after their stay.

Increasing cost consciousness:Recent economic downturn has led many companies to cut their travel budgets; likewise, leisure travelers

have become more cost conscious.

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IT can strengthen the hotel’s competitiveness, as regards both service quality and cost

Cost optimization

New service concepts

Service integration

Servicedifferentiation

•Personalized services esp. on the guest’s own devices

•Customization to the hotel / brand

•Network-based solutions (rather than silo applications)

•Standardized IT deployment

•Professional IT management

•New service models (e.g. Cloud Computing)

•Full exploitation of wireless, network & IT infrastructure synergies

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TomorrowToday

IT complexity IP-based applications

Internet-enabled guest devices

Continuous increase in IT complexity poses serious operational challenges to hotels

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Your onsite IT resources?

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A specialized IT partner helps hoteliers respond to their questions and considerations

My service costs

My brand standards

Free-to-Guest expectations

Our entertainment

Our socialnetworks

Our devices

How can I make strategic IT investments?

What costs is the hotel owner willing to bear?

What Opex-based alternatives exist?

How do I keep pace with

evolving user technology?

How can I offer a unique

guest experience?

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Contents

2 The hotelier’s business and ours

Hospitality & Technology

7 Consulting – System Integration – Network Operations – Applications

Swisscom Service Portfolio

39 Selected client case studies

Hotelier Testimonials

44 The only Telecom company dedicated to Hospitality

About Swisscom

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A thorough needs consultation is a precondition for successful technology deployment

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A dedicated team of consultants follows our hotel partners around the world

Swisscom brings years of experience in hotel technology through a specialized team of Network and IT consultants.

– In room technology: Voice, TV, HSIA, room controls

– Guest Services custom design and implementation

– Hotel networks: Wireless, Fibre, Ethernet, DSL, IP over Coax, Copper

– Hotel IT architecture: Cloud computing, virtualization

– Systems development & integration

– IT operations and processes

– Security and compliance

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We integrate the hotel’s unique requirements into a tailored project plan

Cost analyses

Operationalrequirements

Guest experience design

IT Resource

strategy

Legacy assets

Service Plan definition

Processredesign

Prototyping

We provide a transparent project plan which details deliverables and activities to align IT operations with the hotel’s long-term strategy.

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Network design: Our time-proof approach that safeguards hoteliers’ investment

• We assist hoteliers in their hardware selection. We are vendor agnostic.

• We can depart from any existing or desired cabling infrastructure – coax or cat3 cabling, overlay of cat5/6, fibre – to implement a converged hotel network.

• Custom network design: Our designs are tailored to each particular situation taking into account building limitations, desired solutions, budget, etc.

Swisscom can deliver networks to support any combination of applications and services.

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Application vendor selection: Providing a sound basis for the hotel’s decision-making

• We assist in the vendor selection process

• We provide testing facilities for equipment

• We deploy and manage different application vendors

• We assess implications of technological evolution

• We minimize risks linked to technology decision

• We perform TCO (Total Cost of Ownership) calculations

Hotelier’s Challenges

Our Proposition

• Hotels need to ensure that their choice of application vendors is:

- aligned with their guest service requirements

- based on a complete economic analysis

- compliant with brand standards

- flexible to integrate with other technologies

- future-proof

Voice

Room controls

Entertainment

Security

PMS

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More hotel application complexity calls for a specialized hotel system integrator

Hotel in a box

Project management

Integrated room experience

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IT complexity increase:From 3 IP room devices to more than a dozen

Window blinds

Room lighting

TV & entertainment

Media tablet

Media hub

Door lock /room presence

Temperature control

Fixed phone Mini-bar

Digital signage or artwork

Mobile phone

Safe

More and more hotel applications as well as guest devices are going IP –creating ever greater technology complexity for the hotel.

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Hotel in a box is a structured approach to deploying hotel systems reliably and efficiently

Common network architecture standards

Standardizedsystem interfaces

Standardizeddelivery processes

One central project manager

Hotel in a box reconciles increasing application complexity and customization requirements with standardized deployment methods

It provides superior reliability and cost efficiency to our hotel chainpartners, as well as replicability for their new hotel projects.

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We create cost efficiencies of 10-25% compared to traditional network & solution deployments

Coordinate contracting &

financing

Leverage hardware &

software synergies

Standardized deployment

& testing Standardized interface

deployment

Transition into network management

On time

On budget

As professional project managers, we bring all hardware and application vendors under one command and assume overarching responsibility for the full delivery process from requirements to site acceptance.

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Our Network Operations are at the heart of your service delivery

Network monitoring

Network management

Network reporting

Network assessment

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We are the only party that brings enterprise network management to the industry

We pro-actively monitor 7/24 and notify the hotel in case of issues.

We manage service at the height of client expectations.

We report on the network and track our performance against SLAs.

We interpret network data to continuously improve them and optimize cost. Monitori

ngSwissco

mNetSmar

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Assessment

Management

Reporting

* Our NetSmart suite is powered by IBM Tivoli, a professional service management suite that Swisscom Hospitality has adapted to suit the specific needs of the hospitality market.

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NetSmart Monitoring provides peace of mind, allowing hoteliers to focus on their core business

We proactively monitor all hotel networks: Swisscom elements as well as 3rd party devices

Hotels outsourcing their network operations to Swisscom have real-time control over their services.

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• Based on our monitoring capabilities, we are the hotel’s single point of contact (SPOC) for all service issues:

– Pro-active fault management for all IP devices and applications

– Management of upgrade and recovery processes– Onsite maintenance & repair– Management of 3rd party SLAs on behalf of the hotel

• Our methodology is based on ITIL best practice.

Incident classification by severity

Error description

Contextualized view of all devices

concerned

NetSmart Management allows working issues to resolution

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• Our specialized Reporting Team delivers regular key performance & process measurements

• Hoteliers can control Swisscom performance any time• Events are correlated to business functions, allowing

hoteliers to contextualize and understand them.

NetSmart Reporting provides analytics for the hotel’s ICT decisions

Service availability

Bandwidth utilisation

Incidents & causes

Incident resolution

Vendor compliance

Product sales &

usage trends

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NetSmart Assessment offers continuous network improvement and increased efficiency• Swisscom NetSmart enables ongoing

«health checks» of a hotel network, IT and applications.

• We assist hoteliers with the interpretation of all data:

– Identify usage thresholds and needs for capacity upgrades

– Point out design issues – Recognize emerging needs and

plan for upgrades.• Our hotel partners validate and

decide on any measure before execution.

• Every Swisscom partner location is serviced by an Account Manager who combines IT expertise with first-hand hospitality experience.

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A set of converged applications that drive guest satisfaction and generate additional revenue

Cloud Services

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2011 201320092005 20072003

• Swisscom operates HSIA services for more than 2’000 partner hotels.

• Due to our scale, we source bandwidth at the lowest possible cost for hotels.

• We offer partner hotels real-time reporting on our service delivery.

Hotel high-speed Internet access (HSIA) and bandwidth needs are constantly on the rise

HD videoconferencingMobile TelevisionFile sharing

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Our HSIA service supports full hotel branding and can provide a healthy revenue stream

Hotel guests frequently arrive with 3 or more devices they want to connect. We maintain and upgrade the hotel’s network to always stay on top of actual user demand.

• PMS integration

We can integrate with 90 PMS systems

• Customization

We can create branded portals for all types of user devices

• Service innovation

We keep developing new features, e.g. wireless printing

• Legal security

We comply with all applicable legal requirements

• 24/7 guest support

In-house Customer Care services guests in 8 languages

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Our business models let hoteliers choose on pricing and on revenue generation

Business model

Economics Pricing intention

CAPEX investment

Risks

(1) Revenue share model

Revenues are split between the hotelier and the service provider

Swisscom and hotel agree on charged service

Swisscom Light users may be unhappy to be charged for basic web browsing, sending emails etc.(2) Fixed

fee modelHotelier pays a fixed fee per room per month. Hotelier has full pricing control.

Hotel chooses to charge

Hotel

Hotel chooses free to guest

Decreasing Quality of Service (QoS) and guest satisfaction, as HSIA becomes a cost center

(3) Hybrid model: Mix of (1) and (2)

Hotelier maintains a revenue stream

Free for ‘standard’ service, charged for ‘premium’ service

Swisscom or Hotel

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Tiered pricing responds to free-to-guest demand while protecting a high-quality user experience

Free-to-GuestIncreasing

guest demand for free service

Cost pressureInfrastructure & bandwidth cost,

network management

HSIA:free

or

charged?

Tiered pricing• Caters to different user segments (heavy vs light

users)• Gives guests a sensible service choice• Results in fewer complaints & higher guest

satisfaction• Maintains revenue stream for the hotel• Supports optimized usage of available bandwidth

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With Swisscom, our hotel partners can fully reap the benefits of interactive IPTV

Content customization (Live TV, 200 movies, special interest titles)

Fully customized user interface

Hotel-specific contents and service bundles

Personalized program line-up

Real-time guest communication through the TV screen

Advanced interactivity services: welcome page, EPG, alarm clock, etc.

Swisscom IPTV offers guests a unique interactive experience – more choice, more personalization, more functionality.

Integrate with multimedia services

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ConnectedHotel TV: Internet access, live TV, VoD all in one

• No set-top box

Hotels benefit from lower maintenance cost and energy consumption.

• Flash-based interface

Enables superior speed and interactivity

• WiFi access point integrated

Guests connect to the Internet through the TV screen. One dedicated access point per room!

• Runs on any cabling infrastructure

CHTV utilizes the hotel’s existing network. There is no need for extra cabling.

ConnectedHotel TV – jointly developed with LG Electronics – showcases how hoteliers can reduce their Total Cost of Ownership (TCO) through savings in equipment, network convergence and management.

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The room TV, a central communication window for the guest’s devices

• Videoconferencing, personal content viewing, real-time content sharing…

• Service integration enables seamless interactivity between the TV screen and the guests’ personal devices.

Today’s guests carry their own content. We enable them to connect their own devices in the most user-friendly way. Our network-based technologies open the door to an integrated multiple screen offering.

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• Preconfigured room profiles • Remote activation before guest arrival• Energy saving mode after guest departure• Extensive customization of guest experience

We implement integrated room controls as a managed service via the hotel IP network

Heating

Room lighting

TV & VoDVideo calls

Window blinds

Ventilation & air

conditioning

Web navigation

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Business Center Solution, a convenient solution to make the guest feel at home

A 24/7 Internet terminal with guest printing facilities, our Business Center solution has been installed over 1’000 times worldwide.

• Cutting-edge design

– From classy iMacs to standard Dell hardware, we offer hotels the right setup to fit their lobby

• Service

– A familiar, Windows-likeenvironment in 13 languages

– Data security – after each session all data is wiped out

• Customization

– PMS integration

– Pricing flexibility (e.g. free boarding pass printing)

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We provide hotels with a choice of automated to fully customized event solutions

• Self-service solution:

Easy access for small meeting groups.

• Remote service solution:

Scalable networks for larger groups.

•Full-service solution:- Consulting- Network design - Set-up and delivery - Onsite support

• Integration with in-room services e.g. customized messaging / contents.

Convention sales create significant business for hotels. Swisscom has been working with major corporate clients at partner locations and beyond.

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We offer a hospitality-specific VoIP solution for hotel chains, groups and independent hotels

• Onsite vs. hosted PBX:

– The hotel decides whether it wants to own the solution & equipment installed.

– Hosted Voice Services: The hotel property uses capacity from a remotely hosted application server.

• Complete solution management:

– Installation, 24/7 monitoring & troubleshooting

More and more hotels introduce VoIP system to benefit from lower call costs and reduced TCO. We offer them a fully managed solution with a full stack of hospitality features and a flexible CAPEX / OPEX choice.

• Hospitality features:

– Guest voice mail, PMS integration, Call rating, etc.

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Cloud computing: Key utilities available on demand from a central support platform

Voice over IPProperty Management & CRM

Energy Management

• Swisscom drives Cloud computing for hotels to be able to source services from an offsite platform at a reduced OPEX

• A powerful tool for chains aiming to consolidate their market presence!

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Increased financial flexibility

Easier operating procedures

Reduction of onsite resources

Rapid deployment of new hotel sites

Increased financial flexibility

Easier operating procedures

Reduction of onsite resources

Rapid deployment of new hotel sites

Cloud services, an opportunity for hoteliers to scale and standardize services at lower cost

Standardization

Identical services are available at N individual sites

Simplification

Key hotel applications are hosted above property – without using any onsite resources

Scalability

Applications are available following the SaaS (Software as a Service) model. No charges for unused services or capacities.

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We support hoteliers’ business objectives through a smart Cloud-based solution design

WAN architecture

We build secure, redundant Wide Area Network (WAN) architectures to ensure highest service availability.

Solution designWe design integrated IT platforms with Cloud-based components.

Deployment

We implement individual systems in response to the hotel’s concrete needs.

We are pioneers in moving PABX, Property Management Systems (PMS) and other central hotel utilities into the cloud.

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Swisscom cloud services support the geographic expansion of citizenM hotel chain*

Central reservations

PMS, CRM

Telephone standard (PBX)

citizenM Glasgow

citizenM Amsterdam

citizenM New York

Video: A hosted PBX for citizenMVideo: A hosted PBX for citizenM

* citizenM’s ambition is to open 20 hotels through Cloud services till 2016.

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Contents

2 The hotelier’s business and ours

Hospitality & Technology

7 Consulting – System Integration – Network Operations – Applications

Swisscom Service Portfolio

39 Selected client case studies

Hotelier Testimonials

44 The only Telecom company dedicated to Hospitality

About Swisscom

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« I want good IT advice and reliable guest services »

Luigi Leardini, Owner Crowne Plaza Verona Fiera

• Competent advice on all technology investment decisions

• No more than one technology partner for my entire property

• Best-of-breed user technology that works.

My needs

• Consulting A dedicated account manager and IT consultant for all technology concerns

• Network Operations Inclusive bandwidth management for all hotel areas

• Applications ConnectedHotel TV, wired and wireless HSIA, Business Center solution, all with customized user interfaces.

Swisscom delivered

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« Take care of my IT and deliver a distinctive citizenM guest experience »

Michael Levie, COO citizenM hotels

• All my network and application needs outsourced (no onsite IT staff)

• Flexibility to add new applications or change app providers at short notice

• Uniquely branded guest experience.

• ConsultingA remotely hosted & managed solution for PMS/CRM and PBX

• System IntegrationIPTV, HSIA, room controls, door locks, CCTV in one converged infrastructure

• ApplicationsIntegrated user front-end for all guest services.

My needs Swisscom delivered

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Nick Price, ex-CIO/CTO Mandarin Oriental Hotel Group

« I need a project and a network manager »

• System IntegrationOn-time delivery of a project involving some 30 vendors

• Network Operations 365/24/7 network monitoring with agreed service levels (15 min reaction time for minor faults)

• ConsultingStandardized reporting and analyses for all applications.

• A “no-fail” system implementation that creates perfect service

• High customization of services and settings

• A move towards industrialized processes for delivering IT operations at enterprise-class level.

My needs Swisscom delivered

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« I want the best user experience and full network transparency at all times »

Jerome Olliveaud, CTO Lucien Barrière Hotel Group

• System IntegrationProperty-wide Wi-Fi coverage with multi-antenna access points (802.11n standard)

• Network Operations Real-time access to Swisscom NetSmart network monitoring;365/24/7 network management;Personalized network reporting

• ApplicationsPMS integration;Hotel customized portals;Unlimited number of devices &unlimited data per access code

• An impeccable Wi-Fi experience for my guests on all their devices

• Superior network availability and stability at all times

• Pro-active identification and resolution of potential issues

• Access to all network data in real-time, independently of Swisscom

My needs Swisscom delivered

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Contents

2 The hotelier’s business and ours

Hospitality & Technology

7 Consulting – System Integration – Network Operations – Applications

Swisscom Service Portfolio

39 Selected client case studies

Hotelier Testimonials

44 The only Telecom company dedicated to Hospitality

About Swisscom

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The Swisscom Group in brief

• Historical Swiss telecommunications operator and leader in the transition to TIME (combined Telephony, Internet, Media, Entertainment offering)

• Leading mobile carrier with ca. 60% market share in Switzerland

• Nr. 2 telecom player in Italy through Fastweb (100% Swisscom owned)

• Profitable & stable – a blue chip on the Zurich stock exchange

• Innovation driven: 120 engineers developing & testinginnovative needs-based solutions every day

• Swiss values. Top service quality recognized worldwide

• Swisscom Hospitality Services is a fully owned multinational subsidiary of Swisscom AG.

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Swisscom AG – key figures as of 31/12/2010

Net revenue CHF 11.988 million

EBITDA CHF 4.597

million

Net income CHF 1.786 million

Employees (worldwide) 19.547

The Swiss Confederation as the majority shareholder of Swisscom AG.

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Swisscom Hospitality in a snapshot

• 250+ employees worldwide fully dedicated to Hospitality• Operations across Europe, Africa and the Middle East as well

as North America• Presence in China & Asia-Pacific through local partners• Over 2.000 hotels – about 230.000 guest rooms• Global key account team works with partner chains towards

the implementation of their global brand standards

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Our dedicated resources to better serve you

• Geneva, Copenhagen, Pau, Washington DC:Hotel Engineering & System Development

– Designs customized hotel networks & services

• Lisbon and Washington DC24/7 Network Operations Center

– Monitors and manages hotel networks

– Staffed with hotel experienced IP network engineers

– Dedicated care teams for hotel staff and for guests

• Local supportAccount Managers , field engineers and Network & IT consultants in 40+ countries.

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What makes us unique?

•Global reachWe are the only global supplier of IT managed services for hotels.

•Technology foresightBuilding on our experience, our market exposure and our R&D resources.

•Best user experienceWe continuously improve and expand our service offering.

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•Telco + HospitalityWe combine the strength and the longevity of a Telecom carrier with the focus of a Hospitality specialist.

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We have 10 years of continuous innovation for the hospitality industry and more to come

Dec. 2002

20042005

20062007

20082009

2010

ConnectedHotel TV wins the TopHotel Star Award

Company inception

Conference services for hotels

Business Center Solution

Differentiated bandwidth offering

Web 2.0 value-added services

Swisscom IPTV

Optimized WiFi Smartphone

Deployment of Cloud-based solution for citizenM

2003 2011

Full WiFi coverage

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Our technology partners support us in our mission to bring innovation and greater technological homogeneity to the industry

Partner for improved service management, business automation and network management in the hotel space

Network equipment:

Software:

TV hardware:

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Where to find us

Global HQ:Hospitality Services PlusGeneva, Switzerland+41 22 740 75 01

North America:Hospitality Services N.A.Dulles, VA 20166(571) 323 6600

www.swisscom.com/hospitality

Subsidiaries in:

AustriaBelgiumDenmarkDubaiFranceGermanyGreat BritainItalyPortugalRomaniaRussiaSpainTurkey

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Following our partner chains to Asia:Swisscom’s partnership with Planet One

• Planet One has 22 offices in China alone, 19 more in AsiaPac• Partnership enables a seamless Swisscom delivery• Planet One has vast experience of delivering high quality managed

services to major international hotel chains.