Helsinki University of Technology
Networking Laboratory
Mobile operator business game
Juha Kokko
Slide 1
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 2
Helsinki University of Technology
Networking Laboratory
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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. e-mail)
Roaming game (bilateral vs. centralized)
Content game (operator charging vs. bit-pipe)
Slide 3
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:
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Regulator
Customer
Vendor
Financer
Consultant
• Game logic helps facilitator manage all of his
roles
Slide 4
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 5
Game modules
Helsinki University of Technology
Networking Laboratory
Save
Read
Facilitator
module
Decision
module
Decisions
Feedback
History
information
Slide 6
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 7
Helsinki University of Technology
Networking Laboratory
Allocating sales (voice)
Image index for
voice
Motivation of
marketing
personnel
Operational
competence
index for voice
Image multiplier
Basic value of
service
Expected benefit
Quality index
for voice
Motivation
index of R&D
personnel
Customer
relationship
multiplier
Expected value
Motivation
index of
customer
service
personnle
Opening charge
Monthly charge
Averaged
calling charge
Expected cost
MoU
Slide 8
Helsinki University of Technology
Networking Laboratory
Allocating sales (data)
Image index for
data
Image multiplier
Motivation of
marketing
personnel
Operational
competence
index for
cellular data
Basic value of
service
Expected benefit
Quality index
for data
Motivation
index of R&D
personnel
Motivation index
of customer
service
personnel
Customer
relationship
multiplier
Expected value
Monthly charge
Price of 1 MB
Average
monthly usage
Expected cost
Block size
Slide 9
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 10
Marketing
Helsinki University of Technology
Networking Laboratory
Get investment for
a target group and
penetration level.
no
Is tg relevant?
End
yes
Is inv.
below
lower
boundary?
no
End
yes
Is inv. above
higher
boundary?
no
Add inv. to
marketing index
yes
Add higher
boundary to
marketing index
Slide 11
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 12
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 13
Helsinki University of Technology
Networking Laboratory
Human relations management
• Four different types of personnel included
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–
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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 14
Helsinki University of Technology
Networking Laboratory
Human relations management
Personnel
Company’s
success
Player
Motivation
Investment
in
development
Capacity
Wage
Strikes
Downsizing
Slide 15
Helsinki University of Technology
Networking Laboratory
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Future research
Financing
Roaming
Content
Full implementation and testing of HRM model
User friendly user interface
Tuning of existing algorithms
Slide 16
Helsinki University of Technology
Networking Laboratory
Thank you for your attention!
Slide 17
Dynamic demand curve
Helsinki University of Technology
Networking Laboratory
Get gprsD, edgeD,
wcdmaD, dp
true
gprsD = true & dp < t1
gr = g1
gprsD = true and dp < t4 and
(edgeD = true or wcdmaD = true)
false
true
gr = g2
gprsD = true and dp < t2 and
(edgeD = true or wcdmaD = true)
true
gprsD = true and dp < t3 and
(edgeD = true or wcdmaD = true)
gr = g4
false
gprsD = true and dp < t5 and
(edgeD = true or wcdmaD = true)
false
gr = g3
true
true
gr = g5
false
gprsD = true and dp < t6 and
(edgeD = true or wcdmaD = true)
false
true
gr = g6
false
gr = 1
Slide 18