Two testamonial application notes
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This document discusses three customer application notes that were authored to serve as: 1) Testimonials of customer satisfaction including a referenceable customer name and logo. 2) Representations of a manufacturer's ability to deliver comprehensive business solutions. 3) Benefits-focused marketing collateral. The first two application notes discuss real world stories while the third provides a fabricated hypothetical story followed by criteria for creating successful testimonials.
Two testamonial application notes
- 1. Three Customer Application Notes App Notes Authored to serve as 1) A testimonial of customer satisfaction including referenceable customer name, logo 2) Representation of manufacturer’s ability to deliver comprehensive business solutions 3) Benefits‐focused marketing collateral _______________________________________________ First Two App Notes = real world story Third App Note 1) A fabricated hypothetical story 2) 2nd page defines the logical criteria & steps for creating successful testimonial app notes This presentation © 2011 richard hurn, all rights reserved ‐ ‐ richardhurn@aceweb.com for references linkedin.com/in/richardhurn ‐ ‐ for career portfolio richardhurn.com ‐ ‐ for whitepaper sample slideshare.net/richardhurn/best‐network‐practices‐for‐dsl‐deployment
- 2. HOTEL CASE STUDY: High Speed Internet Access for 60% Less Cost Hotel Site: Wyndham Dallas North By the Galleria 4801 LBJ Freeway Dallas, Texas 75244 Goal: Provide seamless Internet access for guests via ubiquitous and economical wireless network deployed throughout the entire hotel facility. Requirements The hotel has fourteen floors. Requirements were to connect guest and staff laptops, notebooks and PDA devices, which were potentially located throughout the facilities planned coverage area. Only industry standard 802.11b Wi-Fi devices were to be supported. The Wyndham faced several key issues: ● 150 of the hotel’s guest rooms were Ethernet-wired and the cost associated with continuing this effort was deemed excessive as NO horizontal runs could be installed due to building construction. ● The hotel had not installed a way to bill hotel guests and as such, Internet access was being provided with NO revenue gain. ● Wi-Fi deployment with traditional Access Points was still too expensive. Elandia Solutions, a primary Value Added Retailer for Vivato, reviewed Wyndham’s requirements, and their networking wants, and opted to provide leading edge Wi-Fi products to create a total infrastructure solution. Elandia first provided a full day detailed site survey to ensure that all required coverage areas were properly addressed and that a variety of guest- provided Wi-Fi enabled devices as defined would be supported within the coverage areas. Elandia further addressed Internet access points of presence, power requirements and overall network connectivity to allow for integration into the existing network. Copyright 2004, Vivato, Inc www.vivato.net 866-802-1600
- 3. Wi-Fi Installation BUDGET ISSUES Elandia overcame Wyndham’s financial budget considerations by designing a truly cost effective Wi-Fi solution. The solution equipment included eleven high-powered dual 200mW RF (radio frequency) AP/Bridge devices. These devices, effectively representing twenty-two wireless Access Points, were directly connected to the existing Local Area Network in a single location via “home run” cabling. No power was required at each location as Power-over-Ethernet (PoE) was employed. Hence the initial cost was controlled by utilizing minimal equipment and by completely avoiding the need for additional Ethernet cabling or power runs. This latter issue also addressed the specific want of avoiding unsightly cable runs to maintain the facilities interior atmosphere. “Vivato provided the right solution at an economical price. Our guests now enjoy high quality wireless broadband access to the Internet.” Mr. Mark. Hamner, GM Wyndham Dallas In-Room High Speed Internet Access with no per-room All meeting, conference, & lobby construction needed facilities covered at no additional cost PHYSICAL ISSUES Finally, Elandia overcame Wyndham’s physical layout complexities by providing high- powered Wi-Fi equipment that was capable of flooding the coverage areas as required. Specifically, two Wi-Fi AP/Bridges were deployed for three-floor coverage. In providing this type of design, a single unit with dual radios provided coverage for approximately 37-38 rooms or approximately 18-19 devices per radio. This design effectively balanced network traffic across the Wireless Local Area Network. Each of the home-runned Wi-Fi devices was attached to an existing 10/100 Switch to help maintain performance. In this manner, the lowest cost of deployment and total system life cost of ownership was controlled. Based on typical take rates and load balancing parameters, Wyndham anticipated no more than 5-6 active users per radio. Copyright 2004, Vivato, Inc www.vivato.net 866-802-1600
- 4. Wyndham Results “The right solution at the right price! Saved us over $22,000 and our Wi-Fi coverage is tremendous!” Mr. Mark Hamner, GM Wyndham Elandia’s professional approach yielded a Wi-Fi networking infrastructure that was completely designed, tested and installed within three days. Should expanded coverage areas be required, Elandia’s initial design will allow Wyndham to simply grow in a modular fashion following the same facility criteria as the initial deployment. As part of the overall solution, Elandia addressed Wyndham’s Internet access bandwidth requirements and ascertained that sufficient capabilities already existed such that their “customer’s experience” met with state-of–the-art expectations. In doing this, Elandia provided a liaison with Wyndham’s Internet Service Provider (ISP). Similar Results by Vivato’s WindChannel VAR Both the WindChannel and Elandia VARs will be presenting at the upcoming Wi-Fi Roadshow this May through June all across America. Please see www.wifiroadshow to select a city near you! Come hear why the following hotels have chosen Vivato: Hilton Gardens Hampton Inns Quality Suites Sheraton Comfort Inns Holiday Inns Homewood Suites Courtyard by Mariott Fairfield Inns Copyright 2004, Vivato, Inc www.vivato.net 866-802-1600
- 5. How ‘Smart’ Cities Utilize Vivato Wireless Wi-Fi Increasing City Efficiency, Safety and Economic Development The term ‘Smart City’ has recently been used to These 3rd generation or 3G products, including categorize cities that have several progressive 1xEVDO, simply can not adequately handle the initiatives, which include wireless data networks to bandwidth requirements of the applications that cities increase the city’s internal efficiencies thus increasing are eager to run. the safety to the citizens and visitors. ‘Smart’ cities have found new ways to drive retail commerce, tourism and Wi-Fi economic development using new standardized wireless 802.11 Wireless Fidelity, or Wi-Fi, is an industry technologies. This paper reviews the use of wireless ‘Wi- standard that uses an unlicensed spectrum. Wi-Fi Fi’ technology in cities, and the enabling of new enabled mobile devices such as laptops, person digital municipality and public applications. assistants (PDAs) and rugged handheld PCs are prevalent, inexpensive and can run thousands of useful BACKGROUND municipality applications. Standard Wi-Fi (802.11b City public safety and transportation agencies currently version) has a throughput of 11,000 kbps (11Mbps) use a wireless communication network called Cellular which enables such bandwidth-intensive mobile Digital Packet Data (CDPD). CDPD is a relatively low applications as fast image retrieval, streaming video, bandwidth network and is used for emergency and non- large database access and Automatic Field Reporting emergency mobile services: (AFR). • Police and fire dispatching • Suspect identification CDPD • Vehicle license plate lookup GPRS GSM Vivato • Mobile Display Terminals (MDTs) 1XRTT Wi-Fi RANGE • Message signs and intersection controllers Maximum throughput of CDPD is, at best, only 19.2 kbps. CDPD uses FCC licensed frequency spectrum (usually between 800 and 900 MHz) and requires Standard expensive proprietary equipment. It is important to note Wi-Fi that life-critical emergency communications require use of licensed frequencies to avoid interference and guarantee service. BANDWIDTH The major wireless communication firms have Figure 1 – Bandwidth & Range Comparison announced the end-of-life of CDPD, with no future upgrades or support. They are marketing new improved, While enabling more than 10x the bandwidth of current but relatively low bandwidth, replacement systems like: CDPD or similar systems, standard Wi-Fi is limited in coverage distance. An ordinary Access Point (AP) can • Global Systems for Mobile (GSM) support wireless connectivity within a distance of • General Packet Radio Service (GPRS, an approximately 300 feet (91 meters). extension of GSM) • 1xRTT
- 6. Smart Cities Using Wi-Fi NEW ECONOMIC MODEL expensive to deploy with the hardware, professional services and the recurring operating expenditures. Vivato has taken standard Wi-Fi and extended it to more There are many dependencies on the overall Wi-Fi than 20 times the coverage by means of innovative deployment – size of coverage area, building height, technology phased-array antenna base stations. Using building material and wall thickness, terrain and other intelligent Vivato Wi-Fi Base Stations, cities are able to obstacles such as large trees. The pico-cellular AP reach laptops, hand-held PCs in patrol cars, fire engines, method can be susceptible to seasonal variances due to parking meter attendants and city workers within the annual shedding of leaves by trees. distances over 13,000 feet (4 kilometers). In addition, extending beyond 4 km is achievable using higher power In this example, the cost of the ordinary pico-cellular AP client devices. coverage method would be several thousands of dollars per unit. Since this example city with a population of An ordinary Wi-Fi Access Point (AP) mesh solution 15,000 requires 100’s of units, the hardware cost alone deployed in a city results in what is know as ‘pico- would exceed $400,000. This figure does not include cellular’ coverage. Figure 2 shows the many pico- professional services, installation, software or cellular or “hot spots” covering a deployment area using maintenance costs. Compare this to the cost effective standard AP antennas. Even for a small coverage area of Vivato solution that would cost under $20,000. 15,000 residents, this ordinary AP approach would require hundreds of APs. Each AP would require a professional installation on a city light pole, providing the city has the rights-of-use to every light pole needed. Each AP in this pico-cellular deployment would also require power to the AP, and network connectivity or back-haul to many of these AP devices. Figure 3 – Vivato Base Station and AP Coverage The expansion in coverage using Vivato Wi-Fi Base Stations can drastically reduce the overall equipment needed for a municipal solution. This same city size of 15,000 would require just a few Vivato Wi-Fi base stations. In figure 4, a typical city deployment is shown Figure 2 – ‘Pico-cellular’, Hot Spot Coverage with (1) Vivato Base Station and (2) Vivato AP/Bridges to fill an area not covered by the base station. This Consider the Information Technology (IT) maintenance meshed combination of extended range Base Stations challenge from having hundreds of APs to manage and and AP/Bridges keeps the complexity low, while giving potentially hundreds of points-of-failure. This pico- the city the largest and most efficient wireless coverage. cellular architecture approach requires long installation time, disruption to the city and can be extremely A recent Vivato Wi-Fi installation in the city of Salida, Colorado (population 16,000) gave ubiquitous coverage Please visit www.vivato.com or call toll free 1-866-802-1600 2
- 7. Smart Cities Using Wi-Fi throughout the city for mobile police applications. This infrared capability. A wireless camera system can also installation required only (1) Vivato base station and no be linked into existing wired video systems. AP/Bridges, providing the police force with the most cost efficient wireless solution. Police Reporting Automatic Field Reporting (AFR) - Much time of the In the cellular phone industry, coverage for a given city patrol officer is spent at the office manually entering area is accomplished by use of base stations. As in the field reports into a Records Management System (RMS), Vivato Wi-Fi solution, areas not covered by the base or writing manual reports. This time spent in the office is stations (tunnels, bridges, etc.) are covered by use of time away from patrol and can be eliminated using the pico-cell antennas (analogous to the AP). If a city were Vivato Wi-Fi solution. Now officers can simply enter in to use the pico-cellular method for cell phone coverage, their reports from a laptop in their patrol vehicle and it would require a pico-cell antennas placed on every city communicate in real-time to headquarters. This block. drastically increases their presence in the community and help makes a city safer. Computer-Aided Dispatch (CAD) for MUNICIPALITY WI-FI APPLICATIONS Police, Fire and Rescue As a means of redundant dispatch, Wi-Fi can enable Real-time Database Access for Police police, fire and rescue vehicles to review dispatch Equipped with rugged laptops in the vehicle, law information quickly and with enhanced graphics and enforcement officers can now have instant access to video. Fire hydrant information, building and floor plans regional crime information databases such as RISS, can be quickly sent to the response teams. ROCIC, COPLINK, Amber Alert System, and DMV records. Police officers can now obtain mug shots, floor Traffic plans and other images in real-time while on patrol. Intersections, streets and bridges can be monitored by video surveillance using mounted Wi-Fi cameras. These video or static images can easily be stored and retrieved using standard image databases. Electronic traffic signs can be updated and controlled from a wireless connection. Parking & Public Works Meter attendants can access vehicle and parking violation records in real-time using handheld PC devices to determine the best course of action with a violation. Even parking meters are being equipped with Wi-Fi so that the attendant can determine meter expiration without having to physically read each meter. Utility meter Wireless camera surveillance attendants have the same flexibly and power with Wi-Fi With the advent of low cost Wi-Fi cameras, patrol in reading water, sewer and power meters. This data can officers in their vehicles can obtain then be sent back to a central facility in real-time. quick access to images of intersections and streets, high crime areas, schools and other surveillance areas. Fire ECONOMIC DEVELOPMENT engines and response teams can use these wireless cameras to monitor the Public Internet Access status of a fire out of harms way. Wi- Cities are working with Internet Service Providers (ISPs) Fi cameras range in complexity from to provide the citizens with internet access throughout basic models to remote controlled and the city, in parks, malls and open community areas. weatherized models. Some have remote focus and Please visit www.vivato.com or call toll free 1-866-802-1600 3
- 8. Smart Cities Using Wi-Fi Varying economic models range from free access to a Dual Networks monthly fee around $20 per month. Many cities are desiring to run simultaneous wireless networks – one for public internet access and one for Vivato Wi-Fi is flexible and can municipality applications. Using the Vivato Wi-Fi be used temporarily for events solution, this can be achieved with out having to such as festivals, ceremonies, purchase redundant equipment. Cities can use many of sporting tournaments and the built-in security features of the Vivato Wi-Fi concerts providing visitors with solutions to ensure a highly secure network for police, real-time information, email and Internet access. fire, traffic and public works applications. Retail traffic Security In addition to prepaid cards driving customers to coffee Security is an important issue for municipality Wi-Fi shops and restaurants, retail stores can offer wireless installations. Vivato's Base Stations include state-of-the- promotions, discounts, and events, thus driving more art Wi-Fi security - the Wired Equivalency Protocol foot traffic to their establishments. Using any Wi-Fi (WEP) and Temporal Key Integrity Protocol enabled laptop or PDA, a visitor could access many of (TKIP) with 802.1X authentication with per- the ‘digital city’ sites that list restaurants, concerts, station keys. In addition, they are industry hotels entertainment, museums and points of interest in standard 802.11i compliant FIPS 140-2 the city. capable. Higher-level security mechanisms normally found in add-on products such as Tourism Virtual Private Networks (VPNs) and Virtual LANs A prepaid wireless access card is being used today to (VLANS) are built into each Base Station. Vivato is also increase the experience of the traveler. Imagine checking introducing Rogue AP detection with its Base Stations. into a hotel and being given a free 10 hours of usage Internet card for access anywhere in Summary the city. Retailers can also sell the Wi-Fi is powerful network technology that can be used prepaid cards to customers. Cities are in conjunction with the municipal emergency systems to installing visitor kiosks for enable higher bandwidth applications for police, fire, information and high resolution maps rescue and public works. In addition to providing a of city amenities. These Wi-Fi kiosks public access network, these applications help the city can also include real-time language increase efficiency, safety and economic development. translation for visitors. The Vivato combined Wi-Fi Base Station and AP/Bridge meshed solution provides the largest coverage and the lowest cost. For more information please call 1-866-802-1600 or visit www.vivato.com About Vivato - Vivato delivers a complete family of innovative Wi-Fi infrastructure products, featuring Wi-Fi Base Stations, both indoor and outdoor. Vivato's base stations are packaged as a single integrated unit, including the planar phased array antenna and all of the electronics needed to run the Base Station. Simply supply Ethernet and power, and the Base Station delivers beams of Wi-Fi to a large area. Vivato's Wi-Fi network Base Stations and AP/Bridges are changing the "physics" and economics of Wi-Fi, combining unsurpassed performance and capacity at the lowest cost of deployment. One manageable network element, instead of many, controls the entire Wi-Fi Zone. Call Vivato today and find out how to make your city safer, more efficient and how to drive economic development. Please visit www.vivato.com or call toll free 1-866-802-1600 4
- 9. Smart Cities Using Wi-Fi 139 Townsend Street, Suite 200, San Francisco, CA 94107 Please visit www.vivato.com or call toll free 1-866-802-1600 5
- 10. embedding digital services over an exhausted copper plant problem: UMC1000 Case Study #207 Telmex customers are demanding ISDN and ADSL services Since AFC’s new line cards can be hot-swapped into “live” in region where copper is exhausted and right-of-ways service platforms, and since the single existing UMC congested. Fiber deployment for this platform accomodates any mix of service cards, this entire region is scheduled for three years from upgrade was performed for Tequila Flats in one afternoon now. How can Telmex hold on to these and without any service interruption. Following software data services customers? provisioning from the central office and sign-up of new customers, Rudi was able to bring up service on his first 18 Sr. Rudi Fernandez, Manager of digital services for customers only two weeks after phoning Mr. Sloan back in Telmex’s Mexico City service area was pondering his ability Petaluma. to retain customer loyalty in the midst of strenuous competition from both Sprint and GTE for digital services over both phone lines and cable. Mr. Fenandez’s network budget: With planning office had just booked the upscale domestic no funding scheduled neighborhood just north of Tequila Flats for fiber until 2000, Rudi deployment in late 2001, but Rudi had over 78 dormant would have tradi- service requests on his desk demanding either ISDN or tionally been para- ADSL services for home-office and entertainment-hungry lyzed. But by customers. leveraging the existing UMC investment, arranging a budget variance based on the revenue from 87 orders for digital service sitting on his desk, and the minimal cost of adding incremental service cards, the Telmex budget committee approved the service expansion with an Mr. Fernandez was also painfully aware that his ultimate capacity for 240 digital subscribers by year’s end. existing plant was completely exhausted and the right-of-way to Tequila Flats was highly results: Denied growth by congested and would be costly to string new Telmex’s rapid digital services capacity. His network planners clearly had no implementation, GTE has since upgrade budget available until Q2, 2000. dismantled its digital services push Unwilling to simply turn his back on paying customers, in Mexico City and Sr. Fernandez Rudi remembered AFC’s presentaion at SuperCom last year was promoted to Vice President, promising the ability to rescue stranded plant. Extracting Digital Services. The and the additional POTS from a copper plant was one thing, -- but revune stream for AFC digital now he wondered, could AFC help embed digital service solution has exceed projections and into the same situation? Sr. Fernandez happily signs up 87 digital system uptime has exceeded customers only 8 weeks after calling AFC 99.94%. solution: With UMC1000 multi-service platforms With customer loyalty firmly established in the Tequila already installed as local loop access devices for Tequila Flats region, the network planners at Telmex last month Flats, Rudi phoned his application engineering team in invited AFC to present a technical seminar on expanding their Petaluma California office with his problem. digital services throughout Mexico City. “Why wait for Working with Mr. George Sloan at AFC, Rudi received a fiber installation when we can generate digitial services fax diagramming three options for revenue today?” Sr Fernandez installing ISDN and ADSL pondered. “Especially with the bysimply adding line cards into cost/benefit ratio we receive from the Telmex’s existing UMC cabinets. UMC1000 multi-service platform, you would be loco to let customers get Mr. Fernandez met with his away from you while you wait for network planners and decided to fiber!” modify the existing POTS service with 4:1 concentration, and then Another in a series add the data service line cards to of business successes provided use the bandwidth freed up by the by the UMC1000 solution from AFC. POTS concentration. Phone (707) 792-3800 or visit www.fibre.com for more examples of profit engineering from AFC! c 1998 Advanced Fibre Communications, Inc. All references and trademarks used by permission
- 11. Telmex customers are demanding ISDN and ADSL Since AFC’ new line cards can be hot-swapped into s services in region where copper is exhausted and right- step #5: “live” service platforms, and since the single existing step #1: - define a concise, UMCpossible,accomodates any mix diagram cards, of-ways congested. Fiber deployment If platform create data-point of service specific problem - hopefully a for three for this region is scheduled this entire upgrade was performed for Tequila Flats in to quantify (validate) success of our BUSINESS issue, not just a Telmex hold years from now. How can one afternoon and without any service interruption. solution. Following software provisioning from the central office techno- to these data services customers? on gear problem. and sign-up of new customers, Rudi was able to bring up or translate the techno issue into digital services for Sr. Rudi Fernandez, Manager of service on his first 18 customers only two weeks after a dollar problem (ie. City service area was pondering his Telmex’ Mexico rusted plant s phoning Mr. Sloan back in Petaluma. ability to retain customer loyalty in the midst of in coastal town) strenuous competition from both Sprint and GTE for digital services over both phone lines and cable. Mr. With Step #2 - personalize planning office had just booked the Fenandez’ network the story w/ s no funding scheduled upscale domestic neighborhood just north of Tequila a contacts name and company until 2000, Rudi logo Flats for fiber deployment in late 2001, but Rudi had over would have tradi- 78 dormant service requests on his desk demanding tionally been para- either ISDN or ADSL services for home-office and lyzed. But by entertainment-hungry customers. leveraging the existing UMC investment, arranging a budget variance based on the revenue from 87step #6 - digital service sitting on orders for Success: provide both his desk, and the minimal cost of adding incremental concrete and anecdotal success service cards, the Telmex budget committee approved the examples. More than “ linethe service expansion with an ultimate capacity for 240 Mr. Fernandez was also painfully aware that his was put up” what’ the resulting digital subscribers by year’ end. s , s existing plant was completely exhausted and VALUE to the telco, the town, the the right-of-way to Tequila Flats was highly congested and would be costly to string new guy who specified our equipment Denied growth by capacity. His network planners clearly had no Telmex’ rapid digital services s upgrade budget available until Q2, 2000. implementation, GTE has since Unwilling to simply turn his back on paying customers, dismantled its digital services push Rudi remembered AFC’ presentaion at SuperCom last s in Mexico City and Sr. Fernandez step #3: promising the ability to rescue stranded plant. year was promoted to Vice President, Digital Services. The and the revune describe the AFC solution infrom a copper plant was one Extracting additional POTS thing, -- but now he wondered, could AFC help embed specific referenceinto the same situation? stepstream for AFC digital solution has #7: digital service to the problem Sr. Fernandez happily signs up 87 digital exceed projections and system We must have rights to defined in step #1. Also give customers only 8 weeks after calling AFC uptime has exceeded 99.94%. details of the implementation, AFC photographs and quotes for these With customer loyalty firmly established in the Tequila engineers, time frame, particular multi-service platforms With UMC1000 Flats region, the testamonials to have any month network planners at Telmex last already installed as local loop access devices for Tequila invited AFC to present a technical seminar on-expanding credability. No quotes no good, surprises overcome.his application engineering team in their Flats, Rudi phoned digital services throughout no validity. Sorry, butfor no pix - Mexico City. “Why wait Petaluma California office with his problem. Working with fiber installationquality marketing requires guts. when we can generate digitial services Mr. George Sloan at AFC, Rudi received a fax diagramming revenue today?” Sr Fernandez pondered. “Especially three options for installing ISDN with the cost/benefit ratio we receive and ADSL bysimply adding line from the UMC1000 multi-service cards into Telmex’ existing UMC step #4: s platform, you would be loco to let cabinets. customers get away from you while Give examples of how our step #8: Mr. Fernandez met with his technology uniquley enabled the Ship you photos,fiber!” & signed all wait for quotes, network planners and decided to modify the existing POTS service system solution. Refer to specific permissions with rough story and capabilities that lead to the with 4:1 concentration, and then technical details details to Richard add the data service line cards to success. Hurn for publication. Will send use the bandwidth freed up by the you a finished piece for your POTS concentration. critique & customer signoff prior to publishing. thanx richard x4162