inTouch worked with a large American satellite communications business to deliver a ‘long term contract’ pricing solution. The client’s requirement was to devise a pricing tool which sufficiently discriminated between different customer types, modeled dominant customer / customer segment characteristics, factored in market dynamics of demand and supply at a given ‘point in time’ and marked up / down contract prices based on market and internal attributes. The client shared 20 year dataset that included 5-year historicals and 15-year forward contracts in all.
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Sat bandwidth pricing_case_1.4
1. Satellite Bandwidth pricing optimization
case: decision modeling approach used for a large US based satellite company
2. Some queries –
Does the existing pricing policy sufficiently
discriminate between different customer types
[segments, new contracts, renewals]?
Do they factor in market dynamics such as
demand and supply at a given ‘point in time’?
▪ by band (Ku/C)
▪ by protection level
▪ by neighborhood, coverage and orbital location
3. h ot
s
re en
sc
p le
Sam What contracts and for what term
should be priced at premiums and
what needs to be discounted…
4. h ot
s
re en
sc
p le
…What is the effect of
Competitors’ Utilization? Sam
5. Pricing decision support helped client gain over
$100MM in potential revenue opportunities
Client’s sales staff able to effectively
discriminate between potential mark-up / mark-
down opportunities and arrive at precise price
points to maximize revenue
Sales staff to take advantage of supply-demand
dynamics in the marketplace and negotiate
accordingly