When the Price Is Right: Enabling Time-Dependent Pricing of Broadband Data AUTHOR: CARLEE JOE-WONG, STUDENT MEMBER, IEEE, SOUMYA SEN, MEMBER, IEEE, SANGTAE HA, MEMBER, IEEE,AND MUNG CHIANG, FELLOW, IEEE PRESENTER: 陳柏言 DATE: 2015/12/24 1

Overview Paper Title: When the Price Is Right: Enabling Time-Dependent Pricing of Broadband Data Authors: Carlee Joe-Wong, Student Member, IEEE, Soumya Sen, Member, IEEE, Sangtae Ha, Member, IEEE,and Mung Chiang, Fellow, IEEE Date: Source: Princeton University On the Web: CHI2013.acm.org 2

Outline Background TDP (Time Dependent pricing) Perspective Of Stakeholders Main contribution Challenge Implementation Conclusion 3

Background  The growing popularity of smart phones and mobile applications.  It incremented almost 18 times in global mobile data traffic between 2011 and  ISPs ( Internet Service Providers ) experience severe network congestion.  In U.S most of the largest ISPs eliminated their unlimited flat-rate data plans in favor of $10/GB UBP (User Base Pricing), but it can’t alleviate network congestion totally. 4

Time Elasticity  The next step is to consider pricing evolution over time. TDP (Time Dependent pricing.  We can exploit Consumer‘s time elasticity of demand such as watching movies, online shopping, etc. 5

TDP(Time Dependent pricing)  Reward users for shifting their non-critical demands to off-peak.  Understand user behaviors and provide effective network situation.  ISP cost optimization: taking user reaction into account to determine the next period’s price.  Goal: To alleviate network congestion. 6

Perspective Of Stakeholders  ISPs – UBP (usage-base pricing) can’t alleviate network congestion but TDP can create win-win because TDP provides consumers time-varying incentives to shift their demand. (only day-ahead TDP)  Day-ahead TDP: it monitored network situation and calculated the next 24 th hour price information.  Customer- TDP save customer bills. (from peak to off-peak discounted hours).  Content provider (e.g. Netflix) - Improving their users’ quality of experiences during discounted periods because provider can exploit discounted periods to forward their service to their subscribers. 7

Main contribution  Present findings on user responses to TDP during ISPs network congestion.  Experiment HCI (human-computer interaction) between user and pricing policy by acting as a resale ISP.  Highlight how TDP and user’s behavior affect network traffic. 8

Challenge  Create virtual TDP data plan for 3G users of ISP for varying pricing.  Create communication infrastructure to become a resale ISP.  Design simple and intuitive GUI application to facilitate TDP policy. 9

Implementation - virtual TDP data  Create virtual data During the trial period, they paid participants’ monthly bills from AT&T for the 2GB plan and overage fees, And offered participants a TDP plan with time-varying price discounts on a baseline usage-based fee of $10/GB. 10

Implementation- Resale ISPs  Create Resale ISPs to redirect data traffic to TDP server.  TDP server monitored participants’ aggregate usage to calculated the price of 24 th next hours. 11

Implementation-GUI  App - success element a)Data monitoring - visually price, usage information b)Customer empower - What kind of information to user? What types of control do users to manage? c)Automation 12

Implementation-GUI  App’s UI Monitoring Features - Indirect bar to show discount of price like traffic light signaling. ◦ It convenient to view the TDP price discounts in a color-coded form, red ( = 30%) ◦ E.g., red ( = 30%) figure 1: Color-coded price discount indicator bar 13

Implementation-GUI  App’s UI Monitoring Features– Price information  Current bill  Scrollable list - show past 24hrs price and usage and future price.  Bar graph - view of the future TDP prices 14 Figure 2: Price information

Implementation-GUI  App’s UI Monitoring Features – Usage history, Top 5 Apps, High- usage notifications 15 Figure 3: Price informationFigure 4: TOP 5 Apps

Implementation-GUI  App’s UI Consumer Empowerment Features -  Parental Control – restrict the hours in which don’t want applications to run.  Budget adjustment – adjust weekly budget.  App-delay sensitivity settings –specify their delay sensitivities for each installed app. 16

Implementation  Automation Features  Help user to control application usages automatically.  Based on user-specified delay sensitivities and the available Budget. 17

Experiment result  Attitude towards TDP– TDP is viable – only if it’s “day-ahead” pricing. Mutually Benefit - “Sales-Day” Elasticity of Demand - Congestion can vary by a factor of 2 to a factor of 10 according user’s demand.  Effectiveness of TDP App GUIs –  Pro &con: The effectiveness of color-coding the price bars. Can monitor usage information. X Annoying notification. X Don’t like automated mode. 18

Conclusion  Benefits of TDP – maximum peak-to-average ratio of data demand decreased by 30% while the total traffic increased by up to 130% with TDP.  UI Design– TDP app helps user control, monitor their usage and decrease cost.  Summary TDP & GUI App help users to avoid network congestion. Actually, user’s behavior is another unstable factor. 19

References [1] Ha, S., Sen, S., Joe-Wong, C., Im, Y., and Chiang, M. TUBE: Time- dependent pricing for mobile data. In Proc. SIGCOMM, ACM Press (2012): 247 – 258. [2] Jiang, L., Parekh, S. and Walrand, J. Time-dependent network pricing and bandwidth trading. In Proc. NOMS Workshops 2008, IEEE (2008): 193 –