Telecommunication Networks Architecture, Operations and Innovation רשתות תקשורת- ארכיטקטורה, תפעול, וחדשנות

Transcription

1 Telecommunication Networks Architecture, Operations and Innovation רשתות תקשורת- ארכיטקטורה, תפעול, וחדשנות 1 Introduction to data networks 2 Data networks technologies 3 Mobile networks overview 4 OSS business and market overview 5 Yield management 6 OSS portfolio and OMS 7 OSS Service management 8 Introduction to Ideation Methodologies 9 Innovation ideation Challenge topic #1, Part Innovation ideation Challenge topic #1, Part Innovation ideation Challenge topic #2, Part Innovation ideation Challenge topic #2, Part OSS fulfillment management 14 Enhanced Telecom Operations Map 1 Telecommunication Networks

2 Yield Management The goal is to understand the terms and processes involved in Yield Management Definition Strategy Measurements YM in Telecom 2 Telecommunication Networks

3 What is Yield Management? 1/2 The process of understanding, anticipating and influencing consumer in order to maximize profits from a fixed, perishable resource Example: goals of hotel yield management are maximize profit for guest room sales and Maximize profit from services (food ) Involves strategic control of inventory to sell it to the right customer at the right time for the right price May result in price discrimination, where a firm charges customers consuming identical goods or services a different price Used in airline, hotels, rentals, trains, insurance, utilities and telecom Airline business seats take twice the resources but cost three times Practitioners claim that this can equate to over 100% increase in profits 3 Telecommunication Networks

4 What is Yield Management? 2/2 Yield maximization can be done by Goods (such as exit seat on a flight or front seat at an opera) By group of goods (such as charter flight) By market (such as trains from Tel-Aviv to Beer-Sheva) By time of day (rush hour, evening, night, early morning) Capacity dependent (e.g. trains) or independent (e.g. FedEx) By quality of service (FedEx next day mail is twice as expensive than 2 nd day, though the cost to deliver is almost the same) Essential conditions : There is a fixed amount of resources available for sale The resources sold are perishable (there is a time limit to selling the resources, after which they cease to be of value) Different customers are willing to pay a different price for using the same amount of resources 4 Telecommunication Networks

5 Yield management challenge Selling the right product Correct brand, room type, and/or meeting space To the right customer Transient or Group/Business or Pleasure At the right time The booking window of how far out guests book For the right price Properly position rates for each segment 5 Telecommunication Networks

6 Pricing and Selling Strategies Pricing is the process of determining the rates that will ultimately define the product in the marketplace. It is a long-term strategic plan designed to target specific customers and offer them the best possible price/value for their money. The customers willingness to pay a certain rate is directly related to the perceived value of the room. When establishing a pricing structure, there are three factors to consider: Customer, Property and Market Focus on forecasted demand for the rooms and develop restriction and authorization strategies that will capture the highest possible revenue from that demand. Implement selling strategies that make sense to the customer, support the brand s selling philosophies, and maximize the property s revenue. 6 Telecommunication Networks

7 How do we measure our YM success? Occupancy? Avg. Daily Rate? Accurate Forecasting? Revenue? Exceeding budget? Revenue per 10 Available Room? 0 My Hotel Occup % ADR RevPAR 7 Telecommunication Networks

8 Example: Yield measurements for hotels Occupancy Percentage - reveals the success of a hotel s staff in attracting guests to a particular property Number of Rooms Sold x 100 Number of rooms available Double Occupancy Percentage measure the ability to attract more than one guest to a room; higher room rate and additional income Number of Guests Number of Rooms Sold x 100 Number of Rooms Sold Average Daily Rate (ADR) - A measure of the hotel s staff efforts in selling available room rates Total Room Sales Number of Rooms Sold RevPAR ability of a hotel to produce income and how many dollars each room is producing. Room Revenue Number of Available Rooms or Hotel occupancy % x ADR 8 Telecommunication Networks

9 Measurements Occupancy is an incomplete measurement because it fails to account for lost revenue due to varying room rates. ADR [Average Daily Rate] is an incomplete measurement because it fails to account for lost revenue due to unsold rooms. RevPAR blends both occupancy and ADR Which hotel is best utilizing Yield Management Techniques? ADR OCC % Hotel 1 $ % Hotel 2 $ % Hotel 3 $ % RevPAR $44.85 $44.85 $ Telecommunication Networks

10 Telco market challenges New services Cost more Heavy investment in enabling it Lower profitability Service Video On Demand Consu mer Price $10 per movie Bandwidth Requirement s 4 Mb/second * 1.5 hours = Mb Number of bits sent for $1 revenue 2.16*10 9 (1) 3,000,000,000 Voice over IP $0.05 per minute 16Kb/sec * 1 minute call = 960 Kb 1.9*10 7 (2800) 2,500,000,000 2,000,000,000 Anti-virus On-line $1 per month 100Kb * 2 updates = 200Kb 2*10 5 (10,800) 1,500,000,000 1,000,000, ,000,000 0 Video On Demand Streaming Audio VoIP Anti-virus On-line 10 Telecommunication Networks

11 Yield Management in Telecommunications Charge more for premium applications Security Cameras - low bandwidth but high perceived value Medication Delivery Systems - low bandwidth but high perceived value High Quality of Service e.g. twice the b/w but three times the price Real time sport programs delivery (e.g. soccer) to smart phones Monetize available capacity Give priority to roaming customs Sell special services (video calls) at cut rate from 2am to 5am Prioritization Delaying non-critical traffic such as s or backups Pricing based on bandwidth utilization Prioritize problem resolution Based on lost revenue and SLAs Reduce revenue leakage due to fraud 11 Telecommunication Networks

12 Sophisticated Pricing Models Complementary add-ons Customer experience Monetization adds-on Real time notifications Redirect to choose additional / new packages QoS Step up, step down Bandwidth on demand Tiered packages parameters Multi dimensional characteristics Qos Device Type Service Location Network Status Speed, Latency iphone, ipad, Laptop, ereader Home \ Office Zone, Roaming Congestion Time, Credit, Volume Quota \ Usage Traffic \ service type Video, VOIP, Tethering, P2P, Facebook Customer Info setting hierarchies and priorities Business, VIP, Family, Gov 12 Telecommunication Networks

13 Multi-variable Price Plans 5GB for $20 Overall Cap 5GB for $20 Split between networks 3G Network usage- 1GB 4G Network usage- 4GB 5GB for $20 Data Type Limitation Video- 2GB limit P2P 1GB limit Pay as you go if exceed Get lower priority on network if exceed Block data type usage if exceed 5GB for $20 Split between family members Parents 3GB, 2 kids 1GB each Move to Pre-Pay if exceed 5GB for $20 Content Limitation Unlimited Facebook, Limit 1GB YouTube etc. Compress videos if exceed 5GB for $20 Peak /Off Peak hours 8am-5pm count usage, Other hours do not count Reduce bandwidth if exceed 13 Telecommunication Networks

14 Service Bundling Home security offer When an alarm is triggered in a remote site Security application connects to the cameras in the site with high QoS for this session The user can see live, real-time video streams from the site Short term bandwidth requirements, high perceived value 14 Telecommunication Networks

15 Bundled Products John purchases from his service provider s store a brand new Canon camera bundled with a package of: 1000 pictures uploads to Facebook And 100 printings at the local Kodak store Service Provider pays Canon and Kodak for their Products and services 15 Telecommunication Networks