The Satellite Communication Applications
Handbook Second Edition
Contents
CHAPTER 1
Evolution of Satellite Technology and Applications 3
1.1 Satellite Network Fundamentals 7
1.2 Satellite Application Types 14
1.2.1 Broadcast and Multicast of Digital Content 14
1.2.2 Voice and Telephony Networks 20
1.2.3 Data Communications and the Internet 23
1.2.4 Mobile and Personal Communications 25
References 26
CHAPTER 2
Satellite Links, Multiple Access Methods, and Frequency
Bands 27
2.1 Design of the Satellite Link 27
2.1.1 Meaning and Use of the Decibel 29
2.1.2 Link Budgets and Their Interpretation 31
2.2 Link Budget Example 36
2.2.1 Downlink Budget 37
2.2.2 Uplink Budget 42
2.2.3 Overall Link 46
2.2.4 Additional Sources of Noise and Interference 48
2.3 Multiple Access Systems 49
2.3.1 Frequency Division Multiple Access 50
2.3.2 Time Division Multiple Access and ALOHA 51
2.3.3 Code Division Multiple Access 53
2.4 Frequency Band Trade-Offs 56
2.4.1 Ultra High Frequency 59
2.4.2 L-Band 60
2.4.3 S-Band 61
2.4.4 C-Band 61
2.4.5 X-Band 62
2.4.6 Ku-Band 62
vii
2.4.7 Ka-Band 63
2.4.8 Q- and V-Bands 64
2.4.9 Laser Communications 64
2.4.10 Summary Comparison of the Spectrum Options 65
References 65
CHAPTER 3
Issues in Space Segment and Satellite Implementation 67
3.1 Satellite Selection and System Implementation 68
3.2 Communications Payload Configurations 71
3.2.1 Single-Frequency-Band Payload 72
3.2.2 Multiple-Frequency-Band Hybrid Payloads 74
3.2.3 Shaped Versus Spot Beam Antennas 74
3.2.4 Analog (Bent-Pipe) Repeater Design 78
3.2.5 Digital Onboard Processing Repeater 81
3.2.6 Repeater Power and Bandwidth 90
3.2.7 Additional Payload Issues 93
3.3 Spacecraft Bus Considerations 94
3.3.1 Three-Axis Bus Stability and Control 95
3.3.2 Spacecraft Power Constraints 96
3.4 Contingency Planning 100
3.4.1 Risks in Satellite Operation 101
3.4.2 Available Insurance Coverage 105
3.4.3 Space Development—Estimating Lead Time 108
3.4.4 Satellite Backup and Replacement Strategy 109
References 111
PART II
Broadcast and Multicast Links to Multiple Users 113
CHAPTER 4
Television Applications and Standards 115
4.1 Entertainment Programming 116
4.1.1 Network Broadcast 122
4.1.2 Cable TV 123
4.2 Educational TV and Distance Learning 134
4.2.1 University Distance Education 135
4.2.2 Corporate Education and Interactive Learning Networks
136
4.2.3 Guidelines for Effective Distance Learning 139
4.3 Business TV 140
4.3.1 Private Broadcasting 141
4.3.2 Video Teleconferencing 143
4.4 Analog TV Standards 148
4.4.1 Video Format Standards 149
4.4.2 Analog Transmission Standards 149
References 158
viii Contents
CHAPTER 5
Digital Video Compression Systems and Standards 159
5.1 Compression Technology 162
5.1.1 Digital Processing 163
5.1.2 Spatial Compression (Transform Coding) 165
5.1.3 Temporal Compression (Frame-to-Frame Compression) 167
5.1.4 Motion Compensation 168
5.1.5 Hybrid Coding Techniques 169
5.2 ITU Recording and Transmission Standards 170
5.2.1 ITU 601 Uncompressed Digital Television 170
5.2.2 The ITU H. Series Standards 171
5.3 Motion Picture Expert Group 172
5.3.1 MPEG 1 173
5.3.2 MPEG 2 176
5.3.3 MPEG Audio 178
5.3.4 Assessing MPEG 2 Video Quality 180
5.3.5 MPEG 4 183
5.4 Digital Video Broadcasting Standard 186
5.4.1 DVB Requirements and Organization 187
5.4.2 Relationship Between DVB and MPEG 2 188
5.4.3 The Satellite Standard (DVB-S) 188
5.4.4 Supporting DVB Services—Sound, Service Information,
and
5.4.4 Conditional Access 190
5.5 Data Broadcasting and Internet Protocol Encapsulation
195
5.5.1 IP Encapsulation in the MPEG Transport Stream 195
5.5.2 Packet Identification 197
5.5.3 Performance of IP Encapsulation 198
5.6 Digital Video Interface Standards 200
5.6.1 Serial Digital Interface 200
5.6.2 DVB Asynchronous Serial Interface 201
5.7 Terrestrial Backhaul Interfaces 201
5.7.1 Fiber Optic System Interfaces—Synchronous Optical
Network
5.7.1 and Synchronous Digital Hierarchy 202
5.7.2 Asynchronous Transfer Mode 203
5.7.3 Gigabit Ethernet (IEEE 802.3z) 204
References 207
CHAPTER 6
Direct-to-Home Satellite Television Broadcasting 209
6.1 Relative Cost of Satellite DTH Versus Cable 210
6.2 DTH System Architecture 211
6.2.1 Basic Elements and Signal Flow 211
6.2.2 Compression System Arrangement 212
6.2.3 Suppliers of Key Elements 214
6.3 Satellite Architecture 216
6.3.1 Medium-Power DTH Satellite Systems 218
Contents ix
6.3.2 High-Power DTH Satellite Systems 219
6.4 Orbital Interference Limitations 221
6.4.1 Interference Model 221
6.4.2 Satellite Spacing and Dish Sizing Analysis 223
6.5 Differences Among DTH Systems 226
6.5.1 Downlink Frequency 227
6.5.2 Significant Differences in Satellite EIRP 227
6.5.3 Polarization Selection (LP or CP) 228
6.5.4 Frequency Plan Differences (Channel Spacing) 229
6.5.5 Digital Transmission Format (QPSK, 8PSK, 16 QAM) 230
6.5.6 Video Signal Format 231
6.5.7 Scrambling and Conditional Access 231
6.6 Survey of DTH Systems 233
6.7 Digital DTH in the United States 235
6.7.1 DIRECTV 235
6.7.2 EchoStar DISH Network 236
6.7.3 Other U.S. DTH Operators 237
6.8 European DTH Experience 237
6.8.1 SES-Astra 238
6.8.2 British Sky Broadcasting 239
6.8.3 Télédiffusion de France and TV-Sat 240
6.8.4 Eutelsat 241
6.8.5 Thor 243
6.9 Expansion of DTH in Asia 243
6.9.1 Indovision (Indonesia) 244
6.9.2 ASTRO/MEASAT (Malaysia) 245
6.9.3 SKY PerfecTV (Japan) 246
6.9.4 STAR TV/AsiaSat (Hong Kong, SAR) 248
6.10 Expansion of DTH in Latin America 249
References 250
CHAPTER 7
>>>>>>>>>>>>>>To<<<<<<<<<<<<<<
Technical Aspects of VSAT Networks 321
9.1 Capacity Planning and Sizing 322
9.1.1 Collecting Requirements for the VSAT Network 323
9.1.2 Estimating Delay and Response Time 325
9.1.3 VSAT Access Protocols 327
9.1.4 Comparison of Access Protocol Performance 336
9.2 Sizing of VSAT Networks 345
9.2.1 Hub Sizing 346
9.2.2 VSAT Remote Sizing 350
9.2.3 Transponder Capacity Sizing 354
9.3 Hub Implementations 356
9.3.1 Use of a Dedicated Hub 357
9.3.2 Use of a Shared Hub 359
9.3.3 Network Management and Control 360
9.4 VSAT Networks at Ka-Band 361
9.5 Suppliers of VSAT Networks 362
References 365
Contents xi
CHAPTER 10
Fixed Telephony Satellite Networks 367
10.1 Role of Satellites in Telephone Services 368
10.1.1 Domestic, Regional, and International Services 369
10.1.2 Estimating Telephone Traffic 371
10.1.3 VoIP 376
10.1.4 Interfacing to the Terrestrial Telephone Network 378
10.2 Demand Assignment SCPC Network Architecture 382
10.2.1 Demand-Assigned Network Topology 382
10.2.2 Fixed Telephony Earth Station Design 384
10.2.3 Use of Satellite Capacity 388
10.3 Preassigned Point-to-Point Link 389
10.3.1 Multiple-Channel Per Carrier Transmission 390
10.3.2 Bandwidth Managers and Multiplexers 392
10.4 Application of FTS 393
10.4.1 SCPC FTS Example 393
References 394
CHAPTER 11
Mobile Satellite Service (GEO and Non-GEO) 395
11.1 Foundation of the Mobile Satellite Service 396
11.1.1 Radio Frequency Spectrum Availability 399
11.1.2 MSS Link Design 400
11.1.3 Orbit Selection 403
11.2 GEO MSS Systems 407
11.2.1 Inmarsat (Generations 3 and 4) 408
11.2.2 North American and Australian MSS Systems 409
11.3 GEO MSS Systems Serving Handheld Terminals 411
11.4 Non-GEO MSS Systems 415
11.4.1 Iridium 417
11.4.2 Globalstar System 418
11.4.3 ICO Communications 419
11.4.4 Comparison of the Performance of Non-GEO Systems 421
11.5 Intelligent MSS Services 422
11.5.1 Mobile Telephone and Data Services 424
11.5.2 Handheld User Terminals 425
11.5.3 Vehicular Terminals 426
11.5.4 Fixed Telephony User Terminals 426
11.5.5 Broadband Data Terminals 427
11.6 Multiple Access in MSS 428
11.6.1 Applying FDMA to MSS Service 429
11.6.2 TDMA in MSS 431
11.6.3 CDMA 431
11.6.4 Comparison of FDMA, TDMA, and CDMA 433
11.7 Digital Speech Compression 434
11.8 Ground Segment Architecture in MSS 437
11.8.1 Network Control 437
xii Contents
11.8.2 Subscriber Access and Connectivity 438
11.8.3 Network Security 439
References 441
PART IV
Service and Business Development 443
CHAPTER 12
Frequency Coordination and Regulation of Services 445
12.1 Sharing Radio Frequencies 446
12.2 Structure of the ITU 448
12.2.1 Objectives of ITU Regulations 449
12.2.2 Regulatory Philosophy 450
12.2.3 ITU Sectors and Bodies 450
12.3 The ITU Radio Regulations 452
12.3.1 Objectives of the Radio Regulations 452
12.3.2 Pertinent Content of the Radio Regulations 453
12.3.3 Table of Frequency Allocations 455
12.3.4 Coordination Procedures 456
12.3.5 Rules for Satellite Operations 457
12.3.6 Power Flux Density Limits 459
12.4 International Frequency Coordination 459
12.4.1 The First Step in the Process 461
12.4.2 Frequency and Orbit Coordination 462
12.4.3 Terrestrial Coordination of Earth Stations 467
12.5 World Radiocommunication Conference 469
12.6 Additional Regulatory Approvals 470
12.6.1 Operation of Uplink Earth Stations 471
12.6.2 Type Acceptance of Terminals 472
12.6.3 Importation of Equipment 472
12.6.4 Approval for Construction and Installation 473
12.6.5 Usage and Content Restrictions 473
12.6.6 Competitive Entry 473
12.6.7 Licensing 474
12.6.8 Other Roadblocks 474
12.7 Regulatory Environments in Different Countries and
Regions 474
12.7.1 The U.S. Regulatory Environment 474
12.7.2 The European Experience in Orbit Assignments 477
12.7.3 Satellite Regulation in Japan 477
12.7.4 Satellite Operations in Asia and the Pacific 478
12.7.5 Satellite Regulation in Latin America 480
12.7.6 The Middle East and Southern Asia 480
12.7.7 Sub-Saharan Africa 481
References 481
Contents xiii
CHAPTER 13
The Business of Satellite Communication 483
13.1 The Satellite Marketing Challenge 483
13.1.1 Selling Hardware 485
13.1.2 Selling Services 486
13.2 Selling the Space Segment 487
13.2.1 FSS Transponder Segmentation 488
13.2.2 Space Segment Provision 490
13.2.3 Selling Occasional Video Service 493
13.2.4 Partial Transponder and SCPC Services 494
13.3 Value-Added Service Offerings 495
13.3.1 Entering the Competitive End-to-End Services Business
495
13.3.2 Selling Value-Added Services as a Systems Integrator
496
13.3.3 Maintenance Services 497
13.3.4 The Services Contract and Service Level Agreement 499
Typical Content of a Satellite Application Contract 499
13.4 The Marketing Organization 504
13.5 Financing a Satellite System 505
13.5.1 Elements of Capital Budgeting Analysis 505
13.5.2 Sources of Capital for New Satellite Systems 507
13.5.3 Evaluating Venture Viability 509
13.6 Trends in Satellite Communications Business and
Applications 510
13.6.1 Broadband Applications to Mobile and Fixed Locations
511
13.6.2 Focus on Valuable Segments 512
13.6.3 Satellites and the Digital Divide 512
Reference 512
About the Author 513
Index 515
The Satellite Communication Applications
Handbook Second Edition
Contents
CHAPTER 1
Evolution of Satellite Technology and Applications 3
1.1 Satellite Network Fundamentals 7
1.2 Satellite Application Types 14
1.2.1 Broadcast and Multicast of Digital Content 14
1.2.2 Voice and Telephony Networks 20
1.2.3 Data Communications and the Internet 23
1.2.4 Mobile and Personal Communications 25
References 26
CHAPTER 2
Satellite Links, Multiple Access Methods, and Frequency
Bands 27
2.1 Design of the Satellite Link 27
2.1.1 Meaning and Use of the Decibel 29
2.1.2 Link Budgets and Their Interpretation 31
2.2 Link Budget Example 36
2.2.1 Downlink Budget 37
2.2.2 Uplink Budget 42
2.2.3 Overall Link 46
2.2.4 Additional Sources of Noise and Interference 48
2.3 Multiple Access Systems 49
2.3.1 Frequency Division Multiple Access 50
2.3.2 Time Division Multiple Access and ALOHA 51
2.3.3 Code Division Multiple Access 53
2.4 Frequency Band Trade-Offs 56
2.4.1 Ultra High Frequency 59
2.4.2 L-Band 60
2.4.3 S-Band 61
2.4.4 C-Band 61
2.4.5 X-Band 62
2.4.6 Ku-Band 62
vii
2.4.7 Ka-Band 63
2.4.8 Q- and V-Bands 64
2.4.9 Laser Communications 64
2.4.10 Summary Comparison of the Spectrum Options 65
References 65
CHAPTER 3
Issues in Space Segment and Satellite Implementation 67
3.1 Satellite Selection and System Implementation 68
3.2 Communications Payload Configurations 71
3.2.1 Single-Frequency-Band Payload 72
3.2.2 Multiple-Frequency-Band Hybrid Payloads 74
3.2.3 Shaped Versus Spot Beam Antennas 74
3.2.4 Analog (Bent-Pipe) Repeater Design 78
3.2.5 Digital Onboard Processing Repeater 81
3.2.6 Repeater Power and Bandwidth 90
3.2.7 Additional Payload Issues 93
3.3 Spacecraft Bus Considerations 94
3.3.1 Three-Axis Bus Stability and Control 95
3.3.2 Spacecraft Power Constraints 96
3.4 Contingency Planning 100
3.4.1 Risks in Satellite Operation 101
3.4.2 Available Insurance Coverage 105
3.4.3 Space Development—Estimating Lead Time 108
3.4.4 Satellite Backup and Replacement Strategy 109
References 111
PART II
Broadcast and Multicast Links to Multiple Users 113
CHAPTER 4
Television Applications and Standards 115
4.1 Entertainment Programming 116
4.1.1 Network Broadcast 122
4.1.2 Cable TV 123
4.2 Educational TV and Distance Learning 134
4.2.1 University Distance Education 135
4.2.2 Corporate Education and Interactive Learning Networks
136
4.2.3 Guidelines for Effective Distance Learning 139
4.3 Business TV 140
4.3.1 Private Broadcasting 141
4.3.2 Video Teleconferencing 143
4.4 Analog TV Standards 148
4.4.1 Video Format Standards 149
4.4.2 Analog Transmission Standards 149
References 158
viii Contents
CHAPTER 5
Digital Video Compression Systems and Standards 159
5.1 Compression Technology 162
5.1.1 Digital Processing 163
5.1.2 Spatial Compression (Transform Coding) 165
5.1.3 Temporal Compression (Frame-to-Frame Compression) 167
5.1.4 Motion Compensation 168
5.1.5 Hybrid Coding Techniques 169
5.2 ITU Recording and Transmission Standards 170
5.2.1 ITU 601 Uncompressed Digital Television 170
5.2.2 The ITU H. Series Standards 171
5.3 Motion Picture Expert Group 172
5.3.1 MPEG 1 173
5.3.2 MPEG 2 176
5.3.3 MPEG Audio 178
5.3.4 Assessing MPEG 2 Video Quality 180
5.3.5 MPEG 4 183
5.4 Digital Video Broadcasting Standard 186
5.4.1 DVB Requirements and Organization 187
5.4.2 Relationship Between DVB and MPEG 2 188
5.4.3 The Satellite Standard (DVB-S) 188
5.4.4 Supporting DVB Services—Sound, Service Information,
and
5.4.4 Conditional Access 190
5.5 Data Broadcasting and Internet Protocol Encapsulation
195
5.5.1 IP Encapsulation in the MPEG Transport Stream 195
5.5.2 Packet Identification 197
5.5.3 Performance of IP Encapsulation 198
5.6 Digital Video Interface Standards 200
5.6.1 Serial Digital Interface 200
5.6.2 DVB Asynchronous Serial Interface 201
5.7 Terrestrial Backhaul Interfaces 201
5.7.1 Fiber Optic System Interfaces—Synchronous Optical
Network
5.7.1 and Synchronous Digital Hierarchy 202
5.7.2 Asynchronous Transfer Mode 203
5.7.3 Gigabit Ethernet (IEEE 802.3z) 204
References 207
CHAPTER 6
Direct-to-Home Satellite Television Broadcasting 209
6.1 Relative Cost of Satellite DTH Versus Cable 210
6.2 DTH System Architecture 211
6.2.1 Basic Elements and Signal Flow 211
6.2.2 Compression System Arrangement 212
6.2.3 Suppliers of Key Elements 214
6.3 Satellite Architecture 216
6.3.1 Medium-Power DTH Satellite Systems 218
Contents ix
6.3.2 High-Power DTH Satellite Systems 219
6.4 Orbital Interference Limitations 221
6.4.1 Interference Model 221
6.4.2 Satellite Spacing and Dish Sizing Analysis 223
6.5 Differences Among DTH Systems 226
6.5.1 Downlink Frequency 227
6.5.2 Significant Differences in Satellite EIRP 227
6.5.3 Polarization Selection (LP or CP) 228
6.5.4 Frequency Plan Differences (Channel Spacing) 229
6.5.5 Digital Transmission Format (QPSK, 8PSK, 16 QAM) 230
6.5.6 Video Signal Format 231
6.5.7 Scrambling and Conditional Access 231
6.6 Survey of DTH Systems 233
6.7 Digital DTH in the United States 235
6.7.1 DIRECTV 235
6.7.2 EchoStar DISH Network 236
6.7.3 Other U.S. DTH Operators 237
6.8 European DTH Experience 237
6.8.1 SES-Astra 238
6.8.2 British Sky Broadcasting 239
6.8.3 Télédiffusion de France and TV-Sat 240
6.8.4 Eutelsat 241
6.8.5 Thor 243
6.9 Expansion of DTH in Asia 243
6.9.1 Indovision (Indonesia) 244
6.9.2 ASTRO/MEASAT (Malaysia) 245
6.9.3 SKY PerfecTV (Japan) 246
6.9.4 STAR TV/AsiaSat (Hong Kong, SAR) 248
6.10 Expansion of DTH in Latin America 249
References 250
CHAPTER 7
>>>>>>>>>>>>>>To<<<<<<<<<<<<<<
Technical Aspects of VSAT Networks 321
9.1 Capacity Planning and Sizing 322
9.1.1 Collecting Requirements for the VSAT Network 323
9.1.2 Estimating Delay and Response Time 325
9.1.3 VSAT Access Protocols 327
9.1.4 Comparison of Access Protocol Performance 336
9.2 Sizing of VSAT Networks 345
9.2.1 Hub Sizing 346
9.2.2 VSAT Remote Sizing 350
9.2.3 Transponder Capacity Sizing 354
9.3 Hub Implementations 356
9.3.1 Use of a Dedicated Hub 357
9.3.2 Use of a Shared Hub 359
9.3.3 Network Management and Control 360
9.4 VSAT Networks at Ka-Band 361
9.5 Suppliers of VSAT Networks 362
References 365
Contents xi
CHAPTER 10
Fixed Telephony Satellite Networks 367
10.1 Role of Satellites in Telephone Services 368
10.1.1 Domestic, Regional, and International Services 369
10.1.2 Estimating Telephone Traffic 371
10.1.3 VoIP 376
10.1.4 Interfacing to the Terrestrial Telephone Network 378
10.2 Demand Assignment SCPC Network Architecture 382
10.2.1 Demand-Assigned Network Topology 382
10.2.2 Fixed Telephony Earth Station Design 384
10.2.3 Use of Satellite Capacity 388
10.3 Preassigned Point-to-Point Link 389
10.3.1 Multiple-Channel Per Carrier Transmission 390
10.3.2 Bandwidth Managers and Multiplexers 392
10.4 Application of FTS 393
10.4.1 SCPC FTS Example 393
References 394
CHAPTER 11
Mobile Satellite Service (GEO and Non-GEO) 395
11.1 Foundation of the Mobile Satellite Service 396
11.1.1 Radio Frequency Spectrum Availability 399
11.1.2 MSS Link Design 400
11.1.3 Orbit Selection 403
11.2 GEO MSS Systems 407
11.2.1 Inmarsat (Generations 3 and 4) 408
11.2.2 North American and Australian MSS Systems 409
11.3 GEO MSS Systems Serving Handheld Terminals 411
11.4 Non-GEO MSS Systems 415
11.4.1 Iridium 417
11.4.2 Globalstar System 418
11.4.3 ICO Communications 419
11.4.4 Comparison of the Performance of Non-GEO Systems 421
11.5 Intelligent MSS Services 422
11.5.1 Mobile Telephone and Data Services 424
11.5.2 Handheld User Terminals 425
11.5.3 Vehicular Terminals 426
11.5.4 Fixed Telephony User Terminals 426
11.5.5 Broadband Data Terminals 427
11.6 Multiple Access in MSS 428
11.6.1 Applying FDMA to MSS Service 429
11.6.2 TDMA in MSS 431
11.6.3 CDMA 431
11.6.4 Comparison of FDMA, TDMA, and CDMA 433
11.7 Digital Speech Compression 434
11.8 Ground Segment Architecture in MSS 437
11.8.1 Network Control 437
xii Contents
11.8.2 Subscriber Access and Connectivity 438
11.8.3 Network Security 439
References 441
PART IV
Service and Business Development 443
CHAPTER 12
Frequency Coordination and Regulation of Services 445
12.1 Sharing Radio Frequencies 446
12.2 Structure of the ITU 448
12.2.1 Objectives of ITU Regulations 449
12.2.2 Regulatory Philosophy 450
12.2.3 ITU Sectors and Bodies 450
12.3 The ITU Radio Regulations 452
12.3.1 Objectives of the Radio Regulations 452
12.3.2 Pertinent Content of the Radio Regulations 453
12.3.3 Table of Frequency Allocations 455
12.3.4 Coordination Procedures 456
12.3.5 Rules for Satellite Operations 457
12.3.6 Power Flux Density Limits 459
12.4 International Frequency Coordination 459
12.4.1 The First Step in the Process 461
12.4.2 Frequency and Orbit Coordination 462
12.4.3 Terrestrial Coordination of Earth Stations 467
12.5 World Radiocommunication Conference 469
12.6 Additional Regulatory Approvals 470
12.6.1 Operation of Uplink Earth Stations 471
12.6.2 Type Acceptance of Terminals 472
12.6.3 Importation of Equipment 472
12.6.4 Approval for Construction and Installation 473
12.6.5 Usage and Content Restrictions 473
12.6.6 Competitive Entry 473
12.6.7 Licensing 474
12.6.8 Other Roadblocks 474
12.7 Regulatory Environments in Different Countries and
Regions 474
12.7.1 The U.S. Regulatory Environment 474
12.7.2 The European Experience in Orbit Assignments 477
12.7.3 Satellite Regulation in Japan 477
12.7.4 Satellite Operations in Asia and the Pacific 478
12.7.5 Satellite Regulation in Latin America 480
12.7.6 The Middle East and Southern Asia 480
12.7.7 Sub-Saharan Africa 481
References 481
Contents xiii
CHAPTER 13
The Business of Satellite Communication 483
13.1 The Satellite Marketing Challenge 483
13.1.1 Selling Hardware 485
13.1.2 Selling Services 486
13.2 Selling the Space Segment 487
13.2.1 FSS Transponder Segmentation 488
13.2.2 Space Segment Provision 490
13.2.3 Selling Occasional Video Service 493
13.2.4 Partial Transponder and SCPC Services 494
13.3 Value-Added Service Offerings 495
13.3.1 Entering the Competitive End-to-End Services Business
495
13.3.2 Selling Value-Added Services as a Systems Integrator
496
13.3.3 Maintenance Services 497
13.3.4 The Services Contract and Service Level Agreement 499
Typical Content of a Satellite Application Contract 499
13.4 The Marketing Organization 504
13.5 Financing a Satellite System 505
13.5.1 Elements of Capital Budgeting Analysis 505
13.5.2 Sources of Capital for New Satellite Systems 507
13.5.3 Evaluating Venture Viability 509
13.6 Trends in Satellite Communications Business and
Applications 510
13.6.1 Broadband Applications to Mobile and Fixed Locations
511
13.6.2 Focus on Valuable Segments 512
13.6.3 Satellites and the Digital Divide 512
Reference 512
About the Author 513
Index 515
