DirecTV, EchoStar and WSNet Debate Highlights Triumphant Return of Private & Wireless Broadband Conference
By P&W Staff
Responding to the need for providers of video content to Multiple Dwelling Units (MDUs: Apartments, Offices, Hotels, Universities, and other communities) leading digital satellite companies DirecTV, EchoStar and WSNet for the first time ever collectively participated in a discussion of their MDU business models with the audience at the Private & Wireless Broadband Show.
Mark Sherman, Executive VP, Business Development with WSNet was joined by Gene Gonzalez, Director of Special Markets with DirecTV and Mitch Wogoman, National MDU Sales Manager with EchoStar on the Show’s Grand Closing Session moderated by National Satellite Publishing CEO and Chairman Robert L. Vogelsang.
After comprehensive presentations detailing MDU business models from all three participants, Vogelsang launched into the question and answer segment of the discussion by asking each panelist what the bottom-line number was for MDUs and why there was such a variation in the number from the WSNet model to that of DirecTV and EchoStar.
Gonzalez was first to answer and pointed out that, “DirecTV stands for direct-to-home” and that if there is a middleman in the equation is not by their [DirecTV] design.
Wogoman took an entirely different approach. He went on the offensive and challenged the accuracy of the WSNet model. “I am not now or ever have been privy to their [WSNet] numbers,” said Wogoman. “However from my experience in this market I can guarantee you that they have left some things out of that model.”
Sherman responded to this statement by addressing the fact that they do not have numerous customer support centers spread throughout the country, do not have to support a consumer marketing division and “We don’t spend millions of dollars advertising during the Superbowl,” said Sherman. “When you add these up it is not hard to see how we can offer providers a higher margin.”
Questions then flowed from the audience for over 30 minutes as property owners and private providers addressed concerns about providing digital service to residents until moderator Robert Vogelsang broke the news that time had finally expired. When all was said and done, the one-hour session lasted nearly two hours.
“I think it could have gone on all night,” said Vogelsang. “With our emphasis now on producing highly educational conference style events rather than the tradeshows of the past I felt it was only right to let attendees have as much time as we could offer to interact with the speakers. Digital video is such an important topic I wanted to be sure that everyone had all the information they needed to make well informed decisions when they went back to the office.”
One of the underlying themes throughout this year’s event was that many of the panelists, property owners and providers in attendance all talked about the year ahead and what is in store for the private Broadband industry.
“There are 14 million students right now in colleges and universities throughout this country,” said Tony Mordosky, Associate Provost for Information Resources at Rowen University. “These students have been accustomed to having dedicated, broadband access at their disposal for the majority of their time spent in higher education. They are the most web savvy demographic in the world, have extremely high expectations and will place a high demand on their access service. What many of you might not realize is that in the next one-to-five years almost all of these student will be moving into apartment buildings.”
Throughout the two days of education, providers of broadband to residential and commercial MDUs listened to a variety of speakers covering a full range of information critical to their success in the following year.
“There were so many important topics addressed from the legal and regulatory landscape to choosing the right platform for broadband to how to sell bundled services—I was really amazed at how much there is to know.” said Vogelsang.
“From a MDU owners perspective this was the premier educational event of the year,” said Larry Kessler, President of InteliCable. “The show covered a lot of ground in two days and people left with a considerably better idea about what they are going to be doing with their broadband strategies.”