When the Price Is Right: Enabling Time-Dependent Pricing of Broadband Data AUTHOR: CARLEE JOE-WONG, STUDENT MEMBER, IEEE, SOUMYA SEN, MEMBER, IEEE, SANGTAE HA, MEMBER, IEEE,AND MUNG CHIANG, FELLOW, IEEE PRESENTER: DATE: 2015/12/24 1 Overview Paper Title: When the Price Is Right: Enabling Time-Dependent Pricing of Broadband Data Authors: Carlee Joe-Wong, Student Member, IEEE, Soumya Sen, Member, IEEE, Sangtae Ha, Member, IEEE,and Mung Chiang, Fellow, IEEE Date: Source: Princeton University On the Web: CHI2013.acm.org 2 Outline Background TDP (Time Dependent pricing) Perspective Of Stakeholders Main contribution Challenge Implementation Conclusion 3 Background The growing popularity of smart phones and mobile applications. It incremented almost 18 times in global mobile data traffic between 2011 and ISPs ( Internet Service Providers ) experience severe network congestion. In U.S most of the largest ISPs eliminated their unlimited flat-rate data plans in favor of $10/GB UBP (User Base Pricing), but it cant alleviate network congestion totally. 4 Time Elasticity The next step is to consider pricing evolution over time. TDP (Time Dependent pricing. We can exploit Consumers time elasticity of demand such as watching movies, online shopping, etc. 5 TDP(Time Dependent pricing) Reward users for shifting their non-critical demands to off-peak. Understand user behaviors and provide effective network situation. ISP cost optimization: taking user reaction into account to determine the next periods price. Goal: To alleviate network congestion. 6 Perspective Of Stakeholders ISPs UBP (usage-base pricing) cant alleviate network congestion but TDP can create win-win because TDP provides consumers time-varying incentives to shift their demand. (only day-ahead TDP) Day-ahead TDP: it monitored network situation and calculated the next 24 th hour price information. Customer- TDP save customer bills. (from peak to off-peak discounted hours). Content provider (e.g. Netflix) - Improving their users quality of experiences during discounted periods because provider can exploit discounted periods to forward their service to their subscribers. 7 Main contribution Present findings on user responses to TDP during ISPs network congestion. Experiment HCI (human-computer interaction) between user and pricing policy by acting as a resale ISP. Highlight how TDP and users behavior affect network traffic. 8 Challenge Create virtual TDP data plan for 3G users of ISP for varying pricing. Create communication infrastructure to become a resale ISP. Design simple and intuitive GUI application to facilitate TDP policy. 9 Implementation - virtual TDP data Create virtual data During the trial period, they paid participants monthly bills from AT&T for the 2GB plan and overage fees, And offered participants a TDP plan with time-varying price discounts on a baseline usage-based fee of $10/GB. 10 Implementation- Resale ISPs Create Resale ISPs to redirect data traffic to TDP server. TDP server monitored participants aggregate usage to calculated the price of 24 th next hours. 11 Implementation-GUI App - success element a)Data monitoring - visually price, usage information b)Customer empower - What kind of information to user? What types of control do users to manage? c)Automation 12 Implementation-GUI Apps UI Monitoring Features - Indirect bar to show discount of price like traffic light signaling. It convenient to view the TDP price discounts in a color-coded form, red ( = 30%) E.g., red ( = 30%) figure 1: Color-coded price discount indicator bar 13 Implementation-GUI Apps UI Monitoring Features Price information Current bill Scrollable list - show past 24hrs price and usage and future price. Bar graph - view of the future TDP prices 14 Figure 2: Price information Implementation-GUI Apps UI Monitoring Features Usage history, Top 5 Apps, High- usage notifications 15 Figure 3: Price informationFigure 4: TOP 5 Apps Implementation-GUI Apps UI Consumer Empowerment Features - Parental Control restrict the hours in which dont want applications to run. Budget adjustment adjust weekly budget. App-delay sensitivity settings specify their delay sensitivities for each installed app. 16 Implementation Automation Features Help user to control application usages automatically. Based on user-specified delay sensitivities and the available Budget. 17 Experiment result Attitude towards TDP TDP is viable only if its day-ahead pricing. Mutually Benefit - Sales-Day Elasticity of Demand - Congestion can vary by a factor of 2 to a factor of 10 according users demand. Effectiveness of TDP App GUIs Pro &con: The effectiveness of color-coding the price bars. Can monitor usage information. X Annoying notification. X Dont like automated mode. 18 Conclusion Benefits of TDP maximum peak-to-average ratio of data demand decreased by 30% while the total traffic increased by up to 130% with TDP. UI Design TDP app helps user control, monitor their usage and decrease cost. Summary TDP & GUI App help users to avoid network congestion. Actually, users behavior is another unstable factor. 19 References [1] Ha, S., Sen, S., Joe-Wong, C., Im, Y., and Chiang, M. TUBE: Time- dependent pricing for mobile data. In Proc. SIGCOMM, ACM Press (2012): 247 258. [2] Jiang, L., Parekh, S. and Walrand, J. Time-dependent network pricing and bandwidth trading. In Proc. NOMS Workshops 2008, IEEE (2008): 193