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ParadigmShiftsAffectingTelecommunications

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ParadigmShiftsAffectingTelecommunications
1.ExecutiveSummaryoftheSWANSATSystem
2.HybridSystemofSatelliteCommunicationsTechnology
3.TenBenefitsoftheSWANSATSystem
4.BasicServicestobeOffered
5.CyberSecurityandSafeSurfingonSWANSAT
6.ParadigmShiftsAffectingTelecommunications
7.Competition
8.ITUTrends:HowSWANSATfitstheITUDraftReportonIMT2000
he Internets continuing rapid expansion contributes to exponential changes in the
communications industries, particularly with respect to the number of businesses that
maintain a web presence, the number of people using the web, the value of ecommerce
transacted on the web, and the amount of marketing dollars spent on the web. Both the
Internetandcorporateintranetshavequicklybecomesignificantglobalmediaintheirown
right, allowing content publishers to deliver information and programming in interactive
waystoanarrowaudiencenotpossibleutilizingtraditionalbroadcasttelevisionandprintmedia. Seven
emergent Internet paradigm shifts are now occurring and will forever change the way information is
disseminated.Theseshiftsare:

1 FromInstitutionallydirectedCommunicationtoCustomerDirected
Communication
2 FromDataBroadcastingtoInformationNarrowcasting
3 FromNarrowBandwidthtoBroadBandwidth
4 FromFixedSystemstoWirelessSystems
5 FromBroadcasttoNarrowcast
6 FromStaticMediatoInteractive,RichMedia
7 FromStaticAdstoInteractive,StreamingAds
We will expand upon each of these seven paradigm shifts below. SWANsat will optimize
implementationofeachofthesetrendsthroughouttheworldinamannermorecosteffectivethanany
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othersatellitebaseddistributionsystemeverproposed.

1 FromInstitutionallydirectedCommunicationto
CustomerDirectedCommunication
Overthepastseveralyears,individualshavebeentakinggreatercontroloftheirpersonalcommunication
and information requirements. The internet has facilitated this shift in behavior by providing easy
electronicaccesstoinformationthatwasonceonlyavailabletoprofessionalsathighcost.Forexample,
withrespecttoinvestmentdecisions,theserecentchangeshavemadeitpossibleforsmallinvestorswith
Internet access and limited capital to trade stocks and options from anywhere in the world. Investors
have taken advantage of these changes, seeking to profit from shortterm price movements of these
securities.Asaresult,onlineinvestingaccountsnowtotalmorethan50millionaccounts.

2 FromDataBroadcastingtoInformation
Narrowcasting
Our methodology for distinguishing between data and information is the foundation of its ability to
providecustomerswithinformationservices,includingmonitoring,consolidation,andpresentationofreal
time breaking news. Instead of broadcasting data to many people, we intend to assist in the
disseminationofinformationtospecificenduserindividuals.Asaresult,narrowcasting,notbroadcasting,
willdefineourapproachtodoingtelecommunications.TheApplicantdefinesdataasmerelyacollectionof
facts.Informationisdatawithtimevalueadded.Informationisdataextractedtomeetaspecificneedat
aspecifictimeforaspecificpurpose.SWANsatwillprovideinformation,notmerelydata,toitscustomers.

3 FromNarrowBandwidthtoBroadBandwidth
ThemeansbywhichInternetdatastreamsaredisseminatedisshiftingfromnarrowbandwidthtobroad
bandwidth methodologies. Accordingly, SWANsat will provide more room for dissemination of
broadband content after the manner of the Internet2 format recently demonstrated in the United
States. We will disseminate educational programming, including programming services for home and
privateschooling.SWANsat will encourage ubiquitous dissemination of audio/visual content, interactive
ecommerceopportunities,andInternetparticipationbytraditionaladvertisers.Furthermore,adoptionof
broadbandwillencouragenonusersoftheInternettobecomeusers.

4 FromFixedSystemstoWirelessSystems
ExceptforthebandwidthlimitationsoftraditionalInternetdatastreams(whicharebeingeliminatedby
the adoption of broadband channels), the most stringent obstacle that hinders further expansion of
InternetaccesshasbeentheinabilityofausertoaccesstheInternetfrommobileplatforms.Simplyput,
untilnowtheuserhashadtoentertheInternetfromfixedcomputerlocations.Emergingtrendswithin
thetelecommunicationsindustrysuggestthatallofthisisabouttochange.Accordingly,ratherthanthe
userremainingatafixedlocationtoconnecttotheInternetworld,theInternetworldcannowcometo
theuserwhereverthatuserhappenstobelocated.ThroughtheSWANsatSystem,anyuserwillnowbe
abletoconnecttotheInternetfromanywhereintheworld,thuscontributingtoexponentialgrowthof
Internetaccess.

5 FromBroadcasttoNarrowcast
Whereasthefoundationalassumptionoftraditionaltelevisionbroadcastingwasthatcontentmustappeal
to a wide audience, the Internets narrowcast capability allows appeal to a highly targeted, vertical
audience.Inherentwithinournarrowcastapproachtomarkettargetingisabuiltineconomicefficiency
thatmakesitpossibletotargetspecificdemographicsegmentswithapinpointprecisionsimplyimpossible
withtraditionalbroadcastmedia.

6 FromStaticMediatoInteractive,RichMedia
Television broadcasting has traditionally enjoyed a significant advantage over the Internet in that its
transmissioncontentcouldnotbeeffectivelycarriedovertheInternet.ThisisbecausetheInternetused
toprimarilyconsistofastaticmediumthatcouldnotefficientlypresentaudioorvideocontent.Adoption
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ofstreamingvideoandaudiotechnologiesnowmakesitpossible,whencombinedwithbroadbandwidth,
topresentrichmediacontenttoInternetusers.

7 FromStaticAdstoInteractive,StreamingAds
Ads accessible on SWANsats streaming media will contain full motion, full color, full audio and visual
content identical to the production standards of traditional television ads, but directed to a pinpoint
verticalaudienceinsomecasesconsistingonlyofasingleuser.Whiletraditionalbanneradswillalways
havesomedegreeofcontinuingeffectivenessonawebsite,broadeningbandwidthwillenableustoapply
interactive, streaming ad technology to our direct response ad capabilities in order to capture market
shareandrevenues.

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