Stochastic Analysis of Marketing Strategies in Internet Traffic

by Thakur Sanjay and Shukla Diwakar.

Abstract: In the present days of electronic media, more and more people are using to Internet access for their official, personal, entertainment or other related works. Besides expanding services through broadband, a majority of people are still using modem based dialup connections for availing the Internet connectivity at their homes or organizations. There are many Internet service providers grooming in the market causing inherent competition in business. Due to high demand, users are growing drastically day-by-day creating excess traffic load and congestion on the dialup network. Service providers (or operators) are offering attractive packages to improve upon their customer-base as a part of marketing strategies. This paper presents a stochastic analysis of Internet traffic distribution among operators in light of 'Hold-on' and 'Pull-Back' marketing strategies along with controlled usual parameters like first-choice and quality-of- service. It is observed that traffic distribution of different categories of users is influenced by the new marketing strategies. The first choice also depends on marketing plans and network blocking probabilities. Simulation study is performed with the help of a Markov chain model to examine the interrelationship among various market related parameters and traffic distribution.

Key Words: Markov chain model, Transition probability, Initial preference, Blocking probability, Call-by-call basis, Internet Service Provider [ or Operators], Internet access, Internet traffic, Quality of Service (QoS), Simulation, Network congestion, Transition probability matrix, Users behavior

Sanjay Thakur,
Diwakar Shukla,

Editor: Aqeel, Mohammed I. A,

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