eQueue Theory

QUEUING THEORY

Jonathon  Flavel  2010  

EQUEUE THEORY IS EQUEUE’S BREAD AND BUTTER. IT DESCRIBES THE THEORETICAL

BASIS ON WHICH EQUEUE EXISTS.

eQueue Theory explains how online processes are created and adapted to

online society in consideration of the key components of queuing theory.

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THE MODEL - 7 SECTIONS EXPLAINED

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① QUEUING THEORY "– THREE OVERLAPPING PERSPECTIVES

  Queuing theory offers insight into how we can create online processes that accurately reflect expectations of society. Theories extend into three overlapping areas of academic research; -  social (physical) -  psychological (cognitive), and -  technical (machine-based) systems

of organisation that prioritise access based on ethical considerations.

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②  COMMON FACTORS

In the centre of these 3 overlapping areas are 3 common factors: -  ‘time’ -  ‘culture’ and -  ‘justice’

Reasons why ‘x’ should be in-front or behind ‘y’ involves questions relating to these 3 factors because together they influence what may be perceived as ‘fair’. ‘Fairness’ may be contested across cultures and/or circumstances.

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③  CYBERCULTURE & PERCEIVED JUSTICE" Online technology has formed a new online

culture that extends beyond what we traditionally associate with the physical social world. The ‘online social world’ is a relatively young and independent ‘online society’ where Internet users make up a global ‘cyberculture’ that exists in ‘cyberspace’. Cyberculture is a social and cultural movement dominated by advances in technology and the internet, including online communities, networking, gaming, wireless communications and digital resources.   ‘Perceived justice’ within a queue in cyberculture is the way that users feel in relation to reward for effort and how processes are managed and measured. Users need to know that participation is ‘fair’, incentives are achievable and methods of prioritisation are credible, reliable and consistent with common values attributed to cyberculture.

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④ THE CHECK-IN PROCESS INVOLVING RESEARCH & PROMOTION" The check-in process is designed to

be as quick and easy as possible and involves completing a research or promotional task. This creates a touch-point of engagement between passionate consumer and brand. This deep interaction enables an opportunity to tap into consumer thoughts, preferences and opinions. eQueue collects responses through simultaneous one-on-one conversations with everyone in line during the ‘waiting time’.

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⑤  THE DATA Responses are opinion-based, there are no right or wrong answers and they are in no way related to prioritisation within the queue. Data is used for initiatives in market or social research, marketing and promotion, lead generation, crowd sourcing, offer optimisation and consumer profiling to help monetize unmet demand.

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⑥  THE INCENTIVE (REWARD)

Access to the incentive is the reward for participation. Priority access is awarded to users who have a proven record of ‘effort’ involving the check-in process and deserve it over other users. Prioritisation is based on fair measurement of online behaviour relating to how users engage with set rules or ‘game mechanics’.

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⑦  EFFORT, PRIORITISATION & ACCESS " Passion, motivation and commitment are three key indicators of the level of

‘effort’ displayed and a basis on which to prioritise users. Passion for the incentive increases the user’s motivation to complete the check-in process, and the level of commitment is an indication of the level of motivation to continue checking-in throughout the competition period.

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WHAT IS ‘FAIR’? ‘Fair’ measurement of effort involving the check-in process is pivotal to the integrity of eQueue. This is achieved by creating rules relating to ‘time’ which is consistent for all users online. Users choose how and when they access the Internet and schedule their own check-in times to fit within their own personal lives. With the user in control of how they allocate their own time online, the overall level of effort can be fairly recorded. Two fundamental ways eQueue guarantees fair, credible, reliable and consistent measurement (in relation to time) are by recording: ①  ‘frequency’ (how many times the user completes the check-in process)

and ②  ‘accuracy’ (how close to the nominated time (i.e. when) the user

completed the check-in process). This method provides a fair basis on which to rank all users in relation to each other and overall commitment to the competition.

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‘GAMIFICATION’

‘Gamification’ is the use of game thinking and game mechanics to engage users.

‘Gamification’ is used in applications and processes to improve user engagement, Return on Investment, data quality, timeliness, and learning.

  eQueue Theory is a ‘gamification’ tool used to leverage people's natural desires for competition, achievement, status, self-expression, altruism, and closure.

www.equeue.com.au