Smart Data Pricing (SDP) Soumya Sen Joint Work with: Sangtae Ha, Carlee Joe-Wong, Mung Chiang...
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Transcript of Smart Data Pricing (SDP) Soumya Sen Joint Work with: Sangtae Ha, Carlee Joe-Wong, Mung Chiang...
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Soumya Sen, WITE 2012 1
Smart Data Pricing (SDP)
Soumya Sen
Joint Work with: Sangtae Ha, Carlee Joe-Wong, Mung Chiang
Innovating Data Plans
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Soumya Sen, WITE 2012 2
?
Challenges to the Internet
1
10
100
feasible
economicallyviable
Is it
year
/GB$
%technologically
sustainable
to keep the Internet
&
?
?
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Soumya Sen, WITE 2012 3
Challenges to the Internet
feasible
economicallyviable
Is it
1
10
100
year
/GB$
%technologically
sustainable
to keep the Internet
&
?
Technologicalfactors
Humanfactors
Economicfactors
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Soumya Sen, WITE 2012 4
feasible
economicallyviable
Is it
technologicallysustainable
to keep the Internet
&
?
Technologicalfactors
Humanfactors
Economicfactors
Network Economics
NetEcon as a SolutionChallenges to the Internet
HCI,Engineering
ConsumerBehavior
Economics
Systems
UserTrials
Theory
Tools Methods
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Soumya Sen, WITE 2012 5
Network Economics
NetEcon: A Holistic Agenda
Technology
HCI & Analytics
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What is Smart Data Pricing (SDP)?
A. Usage pricing/metering/throttling/capping
B. Time/location/congestion-dependent pricing
C. App based pricing
D. Smart Markets, Sponsored content
E. Paris metro pricing
F. Quota-aware content distribution
G. All of the above…
Time-Dependent Pricing
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NetEcon as a SolutionThe Driving Forces
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Soumya Sen, WITE 2012 8
Evolution of Access PricingThe Driving Forces
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Time Elasticity
Time Elasticity
Volu
me
Streamingvideos,Gaming
Texting,Weather, Finance
Email,Social
Network updates
Cloud
SoftwareDownloads
Movies & Multimedia downloads,
P2P
Opportunities
Large Peak-Valley Differential
Opportunities forExploiting time-elasticity
of demand
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Soumya Sen, WITE 2012 10
Stakeholder Perspectives
• Consumers• Policy feasibility• Industry moves: US, Europe, India, Africa
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Time Dependent Pricing (TDP)
ISP cost optimization, taking user reaction into account
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ISP’s Optimization ProblemCost of
overshooting capacity
Cost of rewards
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Estimating Waiting FunctionEconomic modeling
reward
patience indexdelay
waiting function
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TDP Architecture
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Princeton Trial
• TDP for 3G data – Feasibility study
• Prototype development
• Trial • 50 volunteers
Data Flow
Money Flow
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Graphical User Interfaces (GUIs)– Price display
• Day-ahead • Color coded: red (<10%), orange (10 ~19%),
yellow (20 ~ 29%) and green (>= 30%)
– Self-education• Top 5 Apps
– User control• Autopilot mode
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Price Sensitivity
• Do users wait to use mobile data in return for a monetary discount?– Average usage decrease in high-price periods relative to the changes in
low-price periods
Usages changed by -10.1% in high-price and 15.7% in low-price periods
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Notification Effectiveness
• Do notifications impact usage?– About 60-80% of the active users decrease their
usage in response to price notification pop-ups
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UI Effectiveness• Do users respond more to the numerical values of TDP prices
or to the color of the price indicator bar on the home screen?
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Optimized TDP Impact• Does the peak usage decrease with time-dependent pricing? And does this
decrease come at the expense of an overall decrease in usage?– Optimized TDP reduce the peak-to-average ratio– Overall usage significantly increase with TDP
30% PAR reduction
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Impact on Ecosystem
• Does the application usage distribution change due to TDP?– People are motivated to use more bandwidth during low-price
periods, “valley filling”.
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Viability
• Will you be able to decide on “when” to use?– “I think it's a great idea, ..the iPads would say, 'If you wait a
half an hour, you can have...' I thought that was incredibly useful. And I would be able to make that decision.”
• Are there apps for which you usually wait?– “[I]f I'm out in my car and I needed it for GPS, I wouldn't care
how much money I'm spending… if I just wanted to be on a social network or check my email, I would certainly wait.”
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Soumya Sen, WITE 2012 23
Usefulness
• What are your main concerns with TDP?– “If it's predictable, yes, I think so, because let's say I know that
definitely everyday from 9 to 10 it's less, then I can plan a little bit.”
• Was the color-coded notification bar useful to you?– “I group the colors I would see if it's a good color for me...
because I couldn't always figure out what it meant in terms of the dollar amount and translate that into how much I was using”
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Opinions
• Were you tempted to use more data when the discounts were higher?– “[laughs] Kind of! But that also goes toward my personality of if it's on sale
I must buy it!”
• Will TDP adversely affect high-bandwidth app developers? – “I don't think this will result in those kinds of applications being developed
less, and I think that's because you're giving users the option”
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Prototypes and Trials
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From $10/GB To SDP• Real progress feasible
– http://www.datami.com
• Collaboration will help – http://scenic.princeton.edu/SDP2012/
• Get to win-win for all
References:
• S. Sen, C. Joe-Wong, S. Ha, M.Chiang, “Incentivizing Time-Shifting of Data: A Survey of Time-Dependent Pricing for Internet Access”, IEEE Communications Magazine, Nov. 2012.
• S. Ha, S. Sen, C. Joe-Wong, Y. Im, M. Chiang, “TUBE: Time Dependent Pricing for Mobile Data”, ACM SIGCOMM 2012.
• S. Sen, C. Joe-Wong, S. Ha, J. Bawa, “When the Price is Right: Enabling Time-Dependent Pricing of Broadband Data,” ACM SIGCHI 2013.