Simulations for Telecommunications
Simulation Science specialists work with clients to build a custom simulation of the problem being studied to assist decision-makers in seeing the complexity of the situation so they can 'rise' above it and focus on activities that benefit the entire company.
For example, we might for a telecom build a simulation tool that enables the future performance of the company to be estimated based on the implementation of different Customer Management strategies.
We would pull together the resources to support:
In order to asses the effectiveness of different strategies the telecom would need to understand the influence that different strategies will have on performance over time.
We roll-out real-time simulation systems on a per-seat user licensing structure. As the scope of the simulation grows (and the need to share parts of the interface and dashboards with larger numbers of people) it creates a need for granting users access to parts of the simulation. Linkages into SAP Strategic Enterprise Module (SEM)/Business Wharehouse (BW), online analytical processing (OLAP) servers like Hyperion EssBase, or other data wharehousing technologies through an enterprise architecture layer ensures the system is continually fed real-time data.
Here's an example...an advertising agency comes up with an idea for a loyalty campaign. They are allowed access thru their client to the telecom's simulated business environment. The loyalty program idea and the assumptions driving the idea are inputed by the marketing managers and a team of ad agency professionals and others within the telecom into the simulated business for testing.
They note the impact of the campaign on building awareness and moving people from a 'Fickle' customer resource-stock to a 'Loyal' customer resource stock. The simulation provides foresight into plausible future scenarios. They are noted, the project is aligned with other activities and approved.
Early campaign results results are compared against the simulated scenarios to see if we see a trajectory for our business that might match. As the campaign unfolds, key flows are watched as early indicators for possible problems: is the loyalty program achieving its target objectives?
Over time, the activities are continually analyzed by simulation experts to ensure that the model boundaries don't expand too much beyond what it's designed to address. Yet, the model can also evolve and thru iterative development become more robust as a decision aid. It can expand intelligently and give managers the ability to see the forest and the trees thru an understanding of the underlying structures of their complex business.
© Justin Lyon. 2005– Present. Reproduction permitted with reference to source.
2006 - The Tipping Point for Simulation Science
Selling Simulation Science
What is Simulation Science?
For example, we might for a telecom build a simulation tool that enables the future performance of the company to be estimated based on the implementation of different Customer Management strategies.
We would pull together the resources to support:
- A process to gain a shared understanding of the drivers, issues and potential options
- A simulation that can quantify and trade off competing options
Customer Management strategies will impact on the telecom's performance as measured by KPIs. However the KPIs should not be viewed as independent.
Customer Management strategies are implemented in a complex environment where the impact may not be immediate, and may have counterintuitive effects (whether positive or negative) elsewhere within the customer management system.In order to asses the effectiveness of different strategies the telecom would need to understand the influence that different strategies will have on performance over time.
We roll-out real-time simulation systems on a per-seat user licensing structure. As the scope of the simulation grows (and the need to share parts of the interface and dashboards with larger numbers of people) it creates a need for granting users access to parts of the simulation. Linkages into SAP Strategic Enterprise Module (SEM)/Business Wharehouse (BW), online analytical processing (OLAP) servers like Hyperion EssBase, or other data wharehousing technologies through an enterprise architecture layer ensures the system is continually fed real-time data.
Here's an example...an advertising agency comes up with an idea for a loyalty campaign. They are allowed access thru their client to the telecom's simulated business environment. The loyalty program idea and the assumptions driving the idea are inputed by the marketing managers and a team of ad agency professionals and others within the telecom into the simulated business for testing.
They note the impact of the campaign on building awareness and moving people from a 'Fickle' customer resource-stock to a 'Loyal' customer resource stock. The simulation provides foresight into plausible future scenarios. They are noted, the project is aligned with other activities and approved.
Early campaign results results are compared against the simulated scenarios to see if we see a trajectory for our business that might match. As the campaign unfolds, key flows are watched as early indicators for possible problems: is the loyalty program achieving its target objectives?
Over time, the activities are continually analyzed by simulation experts to ensure that the model boundaries don't expand too much beyond what it's designed to address. Yet, the model can also evolve and thru iterative development become more robust as a decision aid. It can expand intelligently and give managers the ability to see the forest and the trees thru an understanding of the underlying structures of their complex business.
© Justin Lyon. 2005– Present. Reproduction permitted with reference to source.
2006 - The Tipping Point for Simulation Science
Selling Simulation Science
What is Simulation Science?
posted by Justin Lyon at
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