AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION Information Security Level 2 – Sensitive © 2010 – Proprietary and Confidential Information of Amdocs 1 Yield Management
Feb 25, 2016
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 2 – Sensitive © 2010 – Proprietary and Confidential Information of Amdocs1
Yield Management
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 2 – Sensitive © 2010 – Proprietary and Confidential Information of Amdocs2
> Process of understanding, anticipating and influencing consumer in order to maximize profits from a fixed, perishable resource> Involves strategic control of inventory to sell it to the right customer at the
right time for the right price> Can result in price discrimination, where a firm charges customers
consuming identical goods or services a different price> Used in airline, hotels, car rentals, buses, trains, insurance
> Airline prices increase as one gets nearer to departure date and then drop> Airline business seats take twice the resources but cost three times as much
> Practitioners claim that this can equate to over 100% increase in profits> Essential conditions :
> That there is a fixed amount of resources available for sale> That the resources sold are perishable (there is a time limit to selling the
resources, after which they cease to be of value)> That different customers are willing to pay a different price for using the same
amount of resources
What is Yield Management
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> Airlines may make a ticket on the Sunday after Thanksgiving more expensive than the Sunday a week later. Alternatively, they may make tickets more expensive when bought 3 days before the flight than when bought six months in advance but very cheap an hour before the flight
> The goal of this level of yield management is essentially trying to get demand to equal supply
> Yield maximization can be done by> Goods (such as a exit seat row on a flight or front seat at an opera)> By group of goods (such as the entire opera house or 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 2nd
day, though the cost to deliver is almost the same)
Yield Management Examples
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Problems in the Telco today
3,000,000,000
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
Video On Demand Streaming Audio VoIP Anti-virus On-line
Service Consumer Price
Bandwidth Requirements
Number of bits sent for $1 revenue
Video On Demand $10 per movie
4 Mb/second * 1.5 hours = 21600 Mb 2.16*109 (1)
Voice over IP $0.05 per minute
16Kb/sec * 1 minute call = 960 Kb 1.9*107 (2800)
Anti-virusOn-line
$1 per month 100Kb * 2 updates = 200Kb 2*105 (10,800)
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 2 – Sensitive © 2010 – Proprietary and Confidential Information of Amdocs5
> 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 emails or backups
> Pricing based on bandwidth utilization> Prioritize problem resolution
> Based on lost revenue and SLAs> Reduce revenue leakage due to fraud
Yield Management in Telecommunications
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
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Sophisticated Pricing Models
Multi dimensional characteristics
Device Type
iPhone, iPad, Laptop, eReader…
Service Location
Home \ Office Zone, Roaming…
Network Status
Congestion
Traffic \ service type
Video, VOIP, Tethering, P2P, Facebook…
Customer Info setting hierarchies and priorities
Business,VIP, Family, Gov…
Tiered packages parameters
Qos
Speed, Latency
Quota \ Usage
Time, Credit, Volume
Complementary add-ons
Customer experience
Real time notifications
Redirect to choose additional /new packages
Monetization adds-on
QoSStep up, step down
Bandwidth on demand!
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
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> 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
Service Bundling
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Bundled Products
Jon 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
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
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Business Intelligence
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
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> Use of computer based techniques, such as data mining, to extract and analyze business data, e.g.> Sales revenue by products , departments, costs or incomes> Correlation of drugs and their effectiveness per demographic, diet, history
> BI technologies provide historical, current and predictive views of business operations to support better business decision making
> Data Mining – extraction of novel knowledge from extremely large data sets to discover the non-obvious without a specific hypothesis in mind> When people buy beer then they often buy chips - so put then close together
in supermarket> Wal-Mart - when men buy diapers on Thursdays and Saturdays, they also
tend to buy beer – so put them close together> Bank - credit card usage and interest earned increase significantly if the bank
halved its minimum required payment> Households that make many lengthy calls between 3 p.m. and 6 p.m. are
likely to include teenagers who are candidates for their own phones
What is Business Intelligence
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> Likelihood of customer churn> Based on history of churning, credit issues, number of calls to support desk
> Fraud> Identify inappropriate or unusual behavior or patterns such as mobile phone
usage from/to new country, calls from two different countries at same time> Focused Up-sell possibilities
> High data usage by person at particular times or for specific applications> Bought new smart-device> Promotions, recently married, new child, child went to university> Relocation
> Probability of network failure> Many failures of type X often result in failures of type Y> Frequency of alarm of type W is increasing
Business Intelligence in Telecommunications
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> You are a telecom architect with many EMSs and thousands of alarms a day. Your boss wants to reduce the number of alarms as they take 1 hour per person on average to resolve
> You suggest to buy a leading Manager of managers to perform alarm aggregation, consolidation, and correlation
> Using the internet, prepare a 1-2 page report for your boss describing the value proposition and functionality of telecom fault management and alarm correlation systems> For example use Google to search for “telecom fault management”
and work from there
> Leading vendors include> IBM – Micromuse, Netcool, Tivoli> HP – TeMIP> TTI – Netrac
Assignment 2