Slide 1 Helsinki University of Technology Networking Laboratory Mobile operator business game Juha Kokko

Slide 2 Helsinki University of Technology Networking Laboratory Mobile operator business game Game that simulates the business environment of mobile operators Purpose of the game is to introduce players simultaneously to many different business areas Learning oriented –Does not simulate real world Goal of the thesis was to make playable prototype of the game

Slide 3 Helsinki University of Technology Networking Laboratory Modeled games Demand – supply balancing game Cellular radio game (WCDMA vs. EDGE) Multi radio game (cellular vs. WLAN) Pricing game (usage based vs. flat rate vs. block) Charging game (Prepaid vs. Postpaid) Messaging game (SMS vs. MMS vs. ) Roaming game (bilateral vs. centralized) Content game (operator charging vs. bit-pipe)

Slide 4 Helsinki University of Technology Networking Laboratory Description of the game 3-6 teams of players compete against each other One facilitator runs the game Facilitators acts as: –Regulator –Customer –Vendor –Financer –Consultant Game logic helps facilitator manage all of his roles

Slide 5 Helsinki University of Technology Networking Laboratory Description of the game Game is played in seasons. One season equals one year. Each season players make new decisions based on market situation that facilitator has generated New market situations are based on players decisions, demand, regulators’ actions and equipment vendors’ actions

Slide 6 Helsinki University of Technology Networking Laboratory Game modules Decision module Facilitator module DecisionsFeedback Save Read History information

Slide 7 Helsinki University of Technology Networking Laboratory Demand Demand is defined in two levels: –Subscriptions –Services There are also two types of demand curves: predefined and dynamic

Slide 8 Helsinki University of Technology Networking Laboratory Allocating sales (voice) Expected value Expected cost Expected benefit Basic value of service Image multiplier Customer relationship multiplier Opening charge Monthly charge Averaged calling charge Image index for voice Motivation of marketing personnel Operational competence index for voice MoU Quality index for voice Motivation index of R&D personnel Motivation index of customer service personnle

Slide 9 Helsinki University of Technology Networking Laboratory Allocating sales (data) Expected value Expected cost Expected benefit Basic value of service Image multiplier Customer relationship multiplier Monthly charge Price of 1 MB Average monthly usage Block size Image index for data Motivation of marketing personnel Operational competence index for cellular data Quality index for data Motivation index of R&D personnel Motivation index of customer service personnel

Slide 10 Helsinki University of Technology Networking Laboratory Marketing Players have to make decisions on three levels –Budget –Division of funds between services –Targeting service specific funds to appropriate customer segments Facilitator decides the time when a certain customer group is interested about a particular service before the game Facilitator also decides the limits of successful investment The interest of customer groups is linked to demand

Slide 11 Helsinki University of Technology Networking Laboratory Marketing Is tg relevant? Is inv. below lower boundary? Get investment for a target group and penetration level. End Is inv. above higher boundary? Add inv. to marketing index Add higher boundary to marketing index yes no yes no

Slide 12 Helsinki University of Technology Networking Laboratory R&D R&D actions are done on both services and equipment Players are not developing equipment but if they want to launch new services they need to increase their awareness about the related technologies Awareness measured in knowledge levels Knowledge levels are derived from cumulative investments

Slide 13 Helsinki University of Technology Networking Laboratory Network maintenance Condition and usage level of network equipment is used in determining the quality experienced by the customer Investments in maintenance improve the condition of network elements Accurately timed purchasing decisions will keep usage levels under control Players need to find a good balance with these parameters

Slide 14 Helsinki University of Technology Networking Laboratory Human relations management Four different types of personnel included –Marketing –R&D –Customer service –Maintenance Players have to make decisions about number of employees, salaries and spending on education Motivation levels are derived from long term decisions In order to get reliable testing results large part of HRM decision are not in use

Slide 15 Helsinki University of Technology Networking Laboratory Human relations management Personnel Motivation Wage Capacity Strikes Company’s success Investment in development Downsizing Player

Slide 16 Helsinki University of Technology Networking Laboratory Future research Financing Roaming Content Full implementation and testing of HRM model User friendly user interface Tuning of existing algorithms

Slide 17 Helsinki University of Technology Networking Laboratory Thank you for your attention!

Slide 18 Helsinki University of Technology Networking Laboratory Dynamic demand curve Get gprsD, edgeD, wcdmaD, dp gprsD = true and dp < t 2 and (edgeD = true or wcdmaD = true) gprsD = true & dp < t 1 gprsD = true and dp < t 3 and (edgeD = true or wcdmaD = true) gprsD = true and dp < t 4 and (edgeD = true or wcdmaD = true) gprsD = true and dp < t 5 and (edgeD = true or wcdmaD = true) gprsD = true and dp < t 6 and (edgeD = true or wcdmaD = true) gr = g 1 true false gr = 1 gr = g 2 gr = g 3 gr = g 4 gr = g 5 gr = g 6 false true