Mass Customization in Wireless Communication Services: Individual Services and Tariffs

HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION

Posted: 26 Apr 2010

See all articles by Hong Chen

Hong Chen

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Louis-Francois Pau

Copenhagen Business School (CBS); Rotterdam School of Management; L.M. Ericsson; GIBS

Date Written: December 30, 2009

Abstract

This chapter presents results on mass customization of wireless communications services and tariffs. It advocates for a user-centric view of wireless service configuration and pricing as opposed to present-day service catalogue options. The focus is on design methodology and tools for such individual services and tariffs, using altogether imformation compression, negotiation algorithms, and risk portfolio analysis. We first analyze the user and supplier needs and aspirations. We then introduce the systematic design-oriented approach which can be applied. The implications of this approach for users and suppliers are discussed based on an end-user survey and on model-based calculations. It is shown that users can achieve desired service bundle cost reduction, while suppliers can improve significantly their risk-profit equilibrium points, reduce churn as well as marketing costs, and simplify provisioning.

Keywords: Mass Customization, Personalization, Engineer-to-Order, Open Innovation, User Co-Creation, Modularity, Platform Design, Customer Centricity

Suggested Citation

Chen, Hong and Pau, Louis-Francois, Mass Customization in Wireless Communication Services: Individual Services and Tariffs (December 30, 2009). HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Available at SSRN: https://ssrn.com/abstract=1594617

Hong Chen (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Louis-Francois Pau

Copenhagen Business School (CBS) ( email )

Solbjerg Plads 3
Frederiksberg C, DK - 2000
Denmark

Rotterdam School of Management ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

L.M. Ericsson ( email )

Kista
Sweden

GIBS ( email )

Lynnwood Road
Pretoria 5100, 0002
South Africa

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