Business Strategies For Satellite Systems (Artech House Space Applications)

239 Pages·2004·2.28 MB·English

by  D. K. Sachdev

Business Strategies for
Satellite Systems
ForacompletelistingoftheArtechHouseSpaceApplicationsSeries,
turntothebackofthisbook.
Business Strategies for
Satellite Systems
D. K. Sachdev
Artech House
Boston • London
www.artechhouse.com
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AcatalogrecordofthisbookisavailablefromtheU.S.LibraryofCongress.
BritishLibraryCataloguinginPublicationData
Sachdev,D.K.
Businessstrategiesforsatellitesystems.—(ArtechHousespaceapplicationsseries)
1.Directbroadcastsatellitetelevision—Management 2.Strategicplanning
I. Title
384.5′544′068
ISBN1-58053-592-5
CoverdesignbyGaryRagaglia
©2004ARTECHHOUSE,INC.
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Norwood,MA02062
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Contents
Preface xv
Acknowledgments xix
1 SatelliteBusinessToday 1
SatellitesBusiness—WhatExactlyIsItandWhatIs
ItsFuture? 2
SatelliteBusinessBoundaries 2
SatelliteBusinessToday 5
SatelliteBusinessTrends 8
References 9
2 SatelliteBusinessExperienceandLessons 11
IndustryEvolution 11
DTUTelevisionSystems 13
MobileSatelliteServices 15
DigitalRadio 16
InternetViaSatellitesorBroadband 16
LessonsLearned 17
Lesson1—IfYouAreinaConsumerBusiness,Start
withtheConsumer 18
vii
viii BusinessStrategiesforSatelliteSystems
Lesson2—ReducetheLeadTimesAsMuchAsPossible
orYourBusinessPlanWillBecomeSomebodyElse’s 20
Lesson3—UnlessYouHavePositiveConfirmationofthe
BusinessPotentialovertheSatellites’Lifetime,Avoid
MakingNonfungibleSatellites 20
Lesson4—ASystemCapableofGrowinginaModular
FashionintheSpaceSegmentHasGreaterAbilityfor
MidcourseCorrections 22
Lesson5—UnderservedMarketSegmentsAreOftenAlso
FinanciallyUntenable 23
Lesson6—ASuccessfulBusinessModelinOnePartofthe
WorldCanFailElsewhere 24
Lesson7—SystemDynamicsofaTwo-WaySystemIs
QuiteDifferentfromThatofaOne-WaySystem 24
Lesson8—InGoodTimesandBadTimes,BoringIs
OftenGood 25
References 26
3 IntegratedBusinessStrategyProcess 27
IntegratedBusinessStrategyProcess 28
4 BusinessStrategyDevelopment 35
Mission 35
EnvironmentAnalysis 38
ExternalEnvironmentFactors 38
InternalEnvironmentFactors 44
StrategicChoicesandRiskAnalysis 45
RiskFactorsinSatelliteSystems 46
NarrowingDowntheStrategicChoices 48
SelectedBusinessStrategy 50
CaseStudies 51
CaseHistory4.1:ReneAnselmo’sGamble 51
CaseHistory4.2:IridiumSystem 52
References 54
Contents ix
5 BusinessPlans 55
PurposeandObjectivesofaBusinessPlan 56
BusinessPlanasPartofIBSP 58
BusinessPlanContents 59
ExecutiveSummary 60
Vision 61
Mission 61
EnvironmentAnalysis 62
GeneralBusinessEnvironment 62
MarketShareandCompetition 63
RegulatoryFactorsandApprovals 64
IntellectualProperty 65
BusinessStrategy 66
SystemInfrastructure 67
ProductsandServices 68
Operation 68
CompanyManagementandAdvisors 68
Risks 69
Financials 69
Summary 69
Reference 70
6 SystemPlanning 71
WhatIsSystemPlanning? 73
SystemArchitectureSelectionandDevelopment 73
SystemArchitectureExamples 75
SystemDesignandOptimization 78
IndustrialTechnologyAssessment 79
MarketDemandCompatibility 80
x BusinessStrategiesforSatelliteSystems
CompliancewithRegulatoryRequirements 81
CompliancewithFinancialCriteria 82
EngineeringInterfaceRequirements 83
OtherSystem-PlanningActivities 83
CaseHistories 84
CaseHistoryI:ArchitectureTradeMethodology 84
CaseHistoryII:TheIntelsatVIIProgram 85
References 90
7 EngineeringtheSystem 93
SpecificationCreep 94
MeasuresofSuccessfortheEngineeringPhase 95
ConsumerCosts 95
ScheduleCompliance 96
SystemFlexibilityandFungibility 97
ConsistencywithInvestmentLevelsinBusinessPlan 97
TypesofSatellite-BasedInfrastructures 98
TelecommunicationSystems 98
BroadcastSystems 100
BroadbandSystems 101
MobileSystems 102
MajorEngineeringElements 104
ConsumerEquipmentDevelopmentProgram 104
ConsumerEquipmentSubsystems 108
KeyChallengesforConsumerEquipment 110
SpaceSegmentDevelopmentProgram 111
SystemPlanningInputs 112
GenericSpacecraftArchitectures 113
Payload 113
Bus(orPlatform) 117
SpacecraftProcurementProcess 119
OversightofSpacecraftDevelopmentProgram 121
LaunchServices 123