3M™ Dynatel™ 965AMS Quick Guide with Competitive Analysis
5/14/2009
Communication Markets Division
Page 1
Value Proposition
For the I&R and instruction technicians, Splicers, Cable repair and Maintenance Outside plant craft , 3M
is the
best in class
in
copper media level testing
ie
fault detection, location, isolation and repair
(cable
resurrection and rehabilitation). Telco operators are striving to deliver higher speed broadband services
and a limiting factor is the condition and signal integrity in the outside plant. The 3M™ Dynatel™
965AMS Pro30 which includes the VDSL2 all in one module, SA30 and available FEDIII, provides fast,
accurate, easy to use & interpret, fault identification and locate in the copper media layer, all in a
modular, reliable and durable test set. With over 100 years of diagnostic experience built into the Expert
Pair AutoTest, the Dynatel™ 965AMS is designed to guide the technician as he conditions the copper
outside plant for broadband services
up to and including VDSL2
Why Now ?
Target Customer,
Market Segment
Triple Play – Voice, Video and Data:
Demand for bandwidth is increasing and many major telcos are upgrading
their copper plant to DSL services such as VDSL2 to provide delivery of triple play service, including IPTV. Smaller
independent companies and competitive exchange carriers are also considering deployments of VSDL2. In the
North American market, this is critical in order to stay competitive with the cable TV companies who are also
offering triple play services.
IPTV Deployment:
Loss of Experienced Technicians
– High turnover in recent years combined with loss of “tribal knowledge” in the
workforce means that technicians now require more intelligent and capable test instruments than in the past.
Increased bandwidth requires a more robust network:
Previously, under-maintained copper networks were
adequate for delivery of POTs and even lower speeds of data. However, as the demand for existing copper
networks to deliver higher bandwidth increases, the performance and signal integrity of the network becomes
critical, leading to the need for conditioning and rehabilitation of the network.
ILEC, CLEC,
Independent
telephone
companies
Anticipated
Feedback /
Objection
Clarify the
Underlying
Concern
Answer & Explanation
Price
Unit cost
Price competitive, Total Cost of Ownership Model – virtually eliminates/reduces repeat installations
and repeat trouble (No trouble found), chronic trouble, reduce truck rolls, increase craft productivity,
Complexity
Offers more
than I
understand
Bring in tech service or Business Development to help discuss features and aid in customer
understanding. Can arrange
Webinars
at any time with Technical Service and/or Business
Development
During evaluation and after purchase, technical service engaged in process and available for help
via hotline or Webinar, remote control of 965AMS via internet / broadband connection
Complexity
Offers more
than I need
If VDSL2 is not being deployed (deploying ADSL2+ or below), other testers are available:
965AMS Lite (fully upgradeable to Pro2 and Pro30
9 (lower cost, does not include fault id and SA)
RFL second
pair
Do not have
another pair
or access to
end of loop
Second pair is not required, use single pair
Can also use optional fault magnifier module and optional TDR live differential mode. No need to
have access to T&R for strap (not needed)
Size
Too big and
too heavy
It is ergonomically designed for easy operation and design optimized to offer one of the largest and
easiest to view (in sunlight, range of contrast) displays. Comfortable to use and hold all day by
typical user.
Soft case only
covers 1/2 unit
Do not like
half case
Will be switching to full case for all units starting 2009
Small selection
of modules
Will a module
I need be
available
Our base unit has much more built in capability – thus less modules are required. i.e.. Especially for
Cu testing. Several modules will be available Fiber and Cu.
Lack of multi
pair testing
VFED25 will allow AMS to do multi pair testing. (up to 25 pairs)
