Dave McGlade, CEO of Intelsat, delivered the keynote address at the 2011 Cable & Satellite Broadcasting Association of Asia (CASBAA) event on Monday, 20 June.
Noting that the region’s development has only but started, he urged attendees to get ahold of the countless opportunities it offers: “Satellite-based solutions will be part of the unparalleled growth in DTH, broadband, and mobile phone subscribers. Intelsat expects to be there, and so should our customers”.
But succeeding in the competitive Asian media market – one in which programmers fight for viewership like never before – will require various adjustments from both programmers and providers.
First and foremost, adjustments to regional subtleties: “Asia-Pacific is not just one large market, but a subset of geographically dispersed nations. As a whole, the region does represent a significant potential audience. But the populations within the countries – sometimes even within provinces of a same country – do not consume the same things at the same pace”.
According to McGlade, a second important adjustment is the one that determines cost efficiency. Intelsat’s customers are being asked to deliver more content, to more locations, and on increasingly smaller budgets. They thus require a more efficient path to get programming in and out of the regions they serve, while finding a cost-effective way to enter new markets.
These two complex factors – regional diversity in tastes, means, and needs, combined with the search for versatile and cost efficient methods to deliver content – have led Intelsat to develop a hybrid satellite-terrestrial delivery solution to its media and network customers: “Satellite is not always the best, nor the most cost efficient transport method for every requirement. Our terrestrial network, IntelsatONE, was built to provide our customers with an infrastructure with the same reliability standards as our industry leading satellite network that regularly achieves exemplary availability”.
Such continued investment has allowed customers to access Intelsat’s assets in the Asia-Pacific region and around the world. It has also shown Intelsat’s commitment to facilitating technical, logistical, and operational procedures for media customers who want to focus on their programming while their content is being reliably delivered through the most efficient channels.
McGlade’s concluding remarks focused on the challenging yet promising times ahead for companies that aim to become regional providers with global capabilities: “Customers want regional knowledge with global know-how. We are a global company with a dedicated local team in each region. Not only does each satellite have a specific regional mission, its dependability is guaranteed by a dedicated sales and customer support team”.
But succeeding in the competitive Asian media market – one in which programmers fight for viewership like never before – will require various adjustments from both programmers and providers.
First and foremost, adjustments to regional subtleties: “Asia-Pacific is not just one large market, but a subset of geographically dispersed nations. As a whole, the region does represent a significant potential audience. But the populations within the countries – sometimes even within provinces of a same country – do not consume the same things at the same pace”.
According to McGlade, a second important adjustment is the one that determines cost efficiency. Intelsat’s customers are being asked to deliver more content, to more locations, and on increasingly smaller budgets. They thus require a more efficient path to get programming in and out of the regions they serve, while finding a cost-effective way to enter new markets.
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| From Intelsat @ CASBAA 2011 (Singapore) |
These two complex factors – regional diversity in tastes, means, and needs, combined with the search for versatile and cost efficient methods to deliver content – have led Intelsat to develop a hybrid satellite-terrestrial delivery solution to its media and network customers: “Satellite is not always the best, nor the most cost efficient transport method for every requirement. Our terrestrial network, IntelsatONE, was built to provide our customers with an infrastructure with the same reliability standards as our industry leading satellite network that regularly achieves exemplary availability”.
Such continued investment has allowed customers to access Intelsat’s assets in the Asia-Pacific region and around the world. It has also shown Intelsat’s commitment to facilitating technical, logistical, and operational procedures for media customers who want to focus on their programming while their content is being reliably delivered through the most efficient channels.
McGlade’s concluding remarks focused on the challenging yet promising times ahead for companies that aim to become regional providers with global capabilities: “Customers want regional knowledge with global know-how. We are a global company with a dedicated local team in each region. Not only does each satellite have a specific regional mission, its dependability is guaranteed by a dedicated sales and customer support team”.
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