# CreatorStudio Suite — License & Commercial Packaging

**Document type:** Product packaging brief (illustrative)  
**Audience:** Product, Sales ops, Finance, Suite platform owners  
**Status:** Draft for planning — figures are **example unit economics**, not committed list prices  
**Date:** 2026-07-19

---

## 1. Packaging principles

| Principle | Meaning |
| --- | --- |
| **Modular** | Customers buy only what they need; modules attach to a thin Core. |
| **Vehicle-scaled** | Recurring revenue tracks fleet size (vehicles under management). |
| **Usage-aware for TTS** | AI speech can be included or metered so cloud cost stays predictable. |
| **Suite-aligned** | Modules map to Luminator Suite capabilities (Matrix signs, MQTT, on-vehicle Units). |
| **Honest value** | Each SKU states *who benefits*, *what problem it solves*, and *how revenue scales*. |

---

## 2. License modules (SKUs)

### L1 — Core Announcements Engine *(required)*

| | |
| --- | --- |
| **What it is** | Always-on engine: MQTT PIS-PT in → trigger evaluation → ADT audio out → thin-client playback contract + basic announcement-driven interior display. |
| **Value proposition** | Run passenger audio without per-vehicle firmware content. One cloud (or edge) brain; vehicles stay thin clients. |
| **Includes** | Trigger engine (built-in set), playlist render pipeline, ADT publish, `engine/played` ack path, config hot-swap, single-tenant runtime. |
| **Does not include** | Neural TTS suppliers, Matrix LED authoring, proof packs, multi-tenant. |
| **Suggested metric** | € / vehicle / month (active vehicles in served set). |
| **Example price** | €8 / vehicle / month |

---

### L2 — Creator Authoring Studio

| | |
| --- | --- |
| **What it is** | Browser app to design playlists, triggers, geofences, lexicon, publish history / rollback, GTFS simulator. |
| **Value proposition** | Non-engineers change what the fleet says without a software release. Content velocity measured in seconds, not weeks. |
| **Includes** | Projects, playlists, 33 triggers + custom triggers, geofences, simulator, publish pipeline to engine config. |
| **Depends on** | L1 |
| **Suggested metric** | € / authoring seat / month **or** included with L1 for fleets ≥ N vehicles. |
| **Example price** | €120 / seat / month (first 2 seats included with L1 above 100 vehicles) |

---

### L3 — Cloud AI Speech

| | |
| --- | --- |
| **What it is** | Pluggable neural TTS (Azure / ElevenLabs / Acapela), fleet-wide content-addressed cache, multilingual + “also speak in”. |
| **Value proposition** | 64-bit AI quality from the cloud — works with 32-bit onboard units (e.g. ICU602i). **One cloud speech entitlement** instead of an onboard TTS licence per vehicle. |
| **Includes** | Supplier connectors, cache (memory/FS/object), A/B voice compare via engine, lexicon application at synth time. |
| **Depends on** | L1 (+ L2 to author content) |
| **Suggested metric** | € / vehicle / month (includes a monthly synth pool) **+** overage € / 1 000 unique phrases. |
| **Example price** | €4 / vehicle / month (includes 5 000 unique-phrase synths / fleet / month fleet-wide via cache); overage €3 / 1 000 new unique phrases |

---

### L4 — Matrix LED Signs

| | |
| --- | --- |
| **What it is** | MatrixRenderer-aligned layouts / displays / vehicle faces; FNT fonts; mono + RGB Mobitec FF **and Hanover HCPS/SuperX** (vendor-independent sign output); trigger face overrides. |
| **Value proposition** | Destination and interior signs become first-class Suite content — same Publish as audio; drives Ultima / FF hardware you already sell. |
| **Includes** | Creator LED editors, engine matrix rasteriser, `…/display/signs` + FF topics, dashboard live LED panel. |
| **Depends on** | L1 (+ L2 for authoring) |
| **Suggested metric** | € / vehicle / month (vehicles with LED faces enabled). |
| **Example price** | €6 / vehicle / month |

---

### L5 — Proof of Play & Compliance

| | |
| --- | --- |
| **What it is** | Tamper-evident audit (dispatched vs played), map/replay, certified coverage report (CSV/JSON/HTML), optional GTFS expected coverage. |
| **Value proposition** | Turns “we think it announced” into exportable evidence for ADA / accessibility and operator QA. |
| **Includes** | History store, proof UI, report generation, integrity hash / attestation block. |
| **Depends on** | L1 (thin clients must ack) |
| **Suggested metric** | € / vehicle / month **or** fleet flat + vehicle. |
| **Example price** | €3 / vehicle / month |

---

### L6 — Fleet Operations Dashboard

| | |
| --- | --- |
| **What it is** | Live cockpit (map, feed, health, performance), device QR handoff, published-config view. |
| **Value proposition** | Operations can see and control what the fleet is saying/showing without SSH into vehicles. |
| **Includes** | Monitor cockpit, diagnostics, multi-vehicle selection, play-on-device. |
| **Depends on** | L1 |
| **Suggested metric** | Included with L1 above threshold, else € / ops seat. |
| **Example price** | Included with L1 ≥ 50 vehicles; otherwise €80 / ops seat / month |

---

### L7 — Passenger Information App

| | |
| --- | --- |
| **What it is** | Browser `/player` PIS: headsign, current/next stop, “getting off at”, offline-tolerant journey view + optional audio. |
| **Value proposition** | Zero-install passenger / staff screen on any device; same MQTT feed as the vehicle. |
| **Depends on** | L1 |
| **Suggested metric** | € / vehicle / month (enabled vehicles) or included. |
| **Example price** | €1.5 / vehicle / month |

---

### L8 — Multi-tenant Platform

| | |
| --- | --- |
| **What it is** | Tenant-scoped config, audit, and engine processes for operators / OEMs hosting many customers. |
| **Value proposition** | One Suite deployment, many isolated fleets — commercial hosting and OEM white-label. |
| **Depends on** | L1 |
| **Suggested metric** | Platform fee + per-tenant + per-vehicle. |
| **Example price** | €2 500 / month platform + €400 / tenant / month + underlying L1–L7 vehicle fees |

---

### L9 — On-vehicle Edge Engine

| | |
| --- | --- |
| **What it is** | Same engine as a hardened multi-arch container on the vehicle (offline / autonomy scenarios). |
| **Value proposition** | Cloud pattern without permanent WAN: last-known-good config, local MQTT, optional cloud sync when online. |
| **Depends on** | L1 (licence of record still vehicle-based) |
| **Suggested metric** | Uplift on L1 for edge-enabled vehicles. |
| **Example price** | +€3 / vehicle / month on L1 |

---

## 3. Recommended bundles

| Bundle | Modules | Typical buyer | Example list (per vehicle / month)* |
| --- | --- | --- | --- |
| **Starter Audio** | L1 + L2 + L3 + L6 | Operator wanting spoken announcements only | €8 + €0† + €4 + €0 = **€12** |
| **Audio + Signs** | Starter + L4 | Full saloon + destination experience | €12 + €6 = **€18** |
| **Compliance** | Audio + Signs + L5 | Regulated / ADA-sensitive markets | €18 + €3 = **€21** |
| **Full PIS** | Compliance + L7 | Audio + signs + passenger screen | €21 + €1.5 = **€22.5** |
| **OEM Hosted** | Full PIS + L8 (+ L9 optional) | Luminator / integrator hosting many fleets | Platform fees + Full PIS vehicle rates |

\*Illustrative. †Authoring seats included above 100 vehicles in this example model.

---

## 4. Revenue scaling examples (illustrative)

Assumptions for the examples below (planning model only):

- Average selling price (ASP) on **Full PIS** = **€20 / vehicle / month** (rounded blend).
- Gross margin after cloud TTS/hosting ≈ **70%** (TTS cache keeps COGS flat at steady state).
- Year-1 attach: 60% Starter → upsell 40% to Full PIS by month 18.
- No professional services in the recurring table (services quoted separately).

### Example A — Single operator, organic fleet growth

| Year | Vehicles | Mix (blended ASP) | ARR | Cumulative ARR |
| --- | --- | --- | --- | --- |
| Y1 | 200 | €14 (mostly Starter + TTS) | €33 600 | €33 600 |
| Y2 | 450 | €18 (Signs attach) | €97 200 | — |
| Y3 | 800 | €20 (Compliance + PIS) | €192 000 | — |
| Y4 | 1 200 | €21 | €302 400 | — |
| Y5 | 1 800 | €22 | €475 200 | — |

**Reading:** Revenue scales primarily with **vehicles under management** and secondarily with **module attach** (LED, Proof, Passenger).

### Example B — Module attach economics (500-vehicle fleet, steady state)

| Module | Attach | Vehicles billed | Example unit | Monthly | Annual |
| --- | --- | --- | --- | --- | --- |
| L1 Core | 100% | 500 | €8 | €4 000 | €48 000 |
| L2 Creator | seats | 4 seats | €120 | €480 | €5 760 |
| L3 AI Speech | 100% | 500 | €4 | €2 000 | €24 000 |
| L4 Matrix LED | 80% | 400 | €6 | €2 400 | €28 800 |
| L5 Proof | 70% | 350 | €3 | €1 050 | €12 600 |
| L6 Ops | included | — | — | €0 | €0 |
| L7 Passenger | 50% | 250 | €1.5 | €375 | €4 500 |
| **Total** | | | | **€10 305** | **€123 660** |

Blended ≈ **€20.6 / vehicle / month** across 500 vehicles.

### Example C — OEM / multi-tenant host (L8)

| Item | Volume | Example unit | Monthly |
| --- | --- | --- | --- |
| Platform fee (L8) | 1 | €2 500 | €2 500 |
| Tenants | 12 | €400 | €4 800 |
| Vehicles (Full PIS @ €20) | 3 000 | €20 | €60 000 |
| Edge uplift (L9) on 20% | 600 | €3 | €1 800 |
| **Hosted ARR run-rate** | | | **€69 100 / mo → ~€829 k / yr** |

**Reading:** L8 turns Luminator (or a partner) into the commercial host; vehicle modules remain the volume engine.

### Example D — Why Cloud AI Speech (L3) expands margin vs onboard TTS

| Model | 500 vehicles | Speech cost shape |
| --- | --- | --- |
| Legacy onboard TTS licence | €15 / vehicle / year paid to voice vendor × 500 = **€7 500 / yr** fixed, quality capped by 32-bit hardware | Linear with fleet, no cache benefit |
| L3 Cloud AI (example) | €4 × 500 × 12 = **€24 000 / yr** revenue; COGS mostly unique-phrase synths (cache → high GM after warm-up) | Revenue to Luminator; quality upgrades without hardware refresh |

Onboard licences are typically **cost** to the operator or OEM; L3 is a **sellable module** with improving unit economics as the phrase cache hits ~100% in steady state.

---

## 5. What is sold vs what is free/open

| Surface | Commercial treatment |
| --- | --- |
| MQTT topic contract / ADT / FF payloads | Open integration surface (enables ecosystem; not a SKU) |
| Go / Python / browser thin clients | Included with L1 (or open-source distribution policy TBD) |
| MatrixRenderer on-sign Unit | Existing Suite product — L4 *complements*, does not replace |
| Professional services (integration, GTFS, training) | Time & materials / fixed SOW — outside ARR |

---

## 6. Packaging guardrails

1. **L1 is always required** — no orphan modules.  
2. **L3 without L2** is possible (engine-only + imported config) but not the default motion.  
3. **L5 requires client ack** — player compliance is part of the value story.  
4. **L4 pricing** applies only to vehicles with template-mode signs enabled.  
5. Publish example prices as **“planning figures”** until Finance/Sales ops finalize list price and discount bands.

---

## 7. Next product decisions

- [ ] Finalize currency and region (EUR / USD / SEK).  
- [ ] Choose seat-based vs fleet-included policy for L2/L6.  
- [ ] Define TTS included pool and overage metering.  
- [ ] Map SKUs to Suite price book / CPQ.  
- [ ] Pilot commercial terms (discounted Full PIS for 4–6 weeks).