1、CCITT RECMN*F.LS 72 m 4862571 0573780 LTb m INTERNATIONAL TELECOMMUNICATION UNION CCITT THE INTERNATIONAL TELEGRAPH AND TELEPHONE CONSULTATIVE COMMITTEE TELEGRAPH AND MOBILE SERVICES OPERATIONS AND QUALITY OF SERVICE F.15 (08/92) EVALUATING THE SUCCESS OF NEW SERVICE Recommendation F.15 Geneva, 1992
2、 CCITT RECMNUF.35 92 4862591 0573783 O32 INTERNATIONAL TELECOMMUNICATION UNION CCITT THE INTERNATIONAL TELEGRAPH AND TELEPHONE CONSULTATIVE COMMITTEE TELEGRAPH AND MOBILE SERVICES OPERATIONS AND QUALITY OF SERVICE F.15 (08/92) EVALUATING THE SUCCESS OF NEW SERVICES Recommendation F.15 i Geneva, 1992
3、 FOREWORD The CCITT (the International Telegraph and Telephone Consultative Committee) is the permanent organ of the International Telecommunication Union o. CCIT is responsible for studying technical, operating and tariff questions and issuing Recommendations on them with a view to standardizing te
4、lecommunications on a worldwide basis. The Plenary Assembly of CC which meets every four years, establishes the topics for study and approves Recommendations prepared by its Study Groups. The approval of Recommendations by the members of CCIIT between Plenary Assemblies is covered by the procedure l
5、aid down in CCITT Resolution No. 2 (Melbourne, 1988). Recommendation F.15 was prepared by Study Group I and was approved under the Resolution No. 2 procedure on the 4th of August 1992. CCl” NOTE In this Recommendation, the expression “Administration” is used for conciseness to indicate both a teleco
6、mmunication Administration and a recognized private operating agency. O ITU 1992 Ail rights reserved. No part of this publication may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying and microfilm, without permission in writing from the ITU. CCI
7、TT RECMN*F*15 92 m 4862591 0573783 905 W Recommendation F.15 EVALUATING THE SUCCESS OF NEW SERVICES (1 992) 1 Introduction This Recommendation provides guidance on the factors which should be taken into account in assessing the probability of success of new services which Administrations may be cons
8、idering for introduction. Such a determination will permit Administrations to be more responsive to customers growing and changing needs, and will also permit Administrations to plan the necessary network facilities and capacities which the new service may require. Note - Guidance on forecasting new
9、 services for trflic engineering purposes may be found in Recommendation E.508. 2 Market research Market research is a valuable tool which should be used for new services or for services for which there is no historical demand data. This research may employ questionnaires, market analysis, focus gro
10、ups and interviews. Its purpose is to determine customers intentions to purchase or use a new service, customers attitudes towards new or existing services, price sensitivity and cross-service elasticities. Market research helps to identify customers needs for innovative services and the likely succ
11、ess of new service offerings. Market research will help to avoid the pitfall of offering new services which are developed largely on the basis of the capabilities of the new technologies, without a clear understanding of customers needs. 3 Factors affecting the successful offering of new services Th
12、e following are some important factors which should be analysed and taken into account when assessing the chances for the success of a new service offering. 3.1 Customer-oriented factors 3.1.1 Customers needs - - - availability of other solutions. Human factors aspects of the service - Ease of learn
13、ing (learnability); - ease of use (usability); - - - - Strength of customers needs (business/residence); degree to which the service solves customers needs; 3.1.2 extent of match with users requirements (functionality); capability to satisfy needs of different categories of users (flexibility); bene
14、fits provided to users (usefulness); availability of corresponding services to others (ubiquity). 3.1.3 Cristomers price sensitivity - - price of alternative services; - pricebnefit relationship. Expected limithange of charges for the service (or package of services); 3.1.4 Customers quality expecta
15、tions - Availability; - connection speed, accuracy and clarity; Recommendation F.15 (08/92) 1 3.1.5 3.1.6 3,2 3.2.1 3.2.2 3.2.3 3.2.4 2 CCITT RECMN*F*LS 72 = 4862571 0573784 841 - reliability; - ease of problem referral; - speed of repair, - privacy and security; - training and customer support. Cha
16、rging and billing aspects - Charging modelmethod; - charging accuracy; - - frequency of bill presentation; - resolution of billing disputes. completeness and clarity of bills; Provisioning aspects - Ease of placing orders; - speed of installation; - accommodation of special requests; - reliability i
17、n meeting service dates. Administration-oriented factors Expected market size - - - - reaction of competitors; - service life-cycle. Expected number of customers - initially, long-term; amount of service usage by typical customer; availability of alternative services - now, later; Service provisioni
18、ng - Internal procedures and interfaces; - external procedures and interfaces. Technical requirements - Development requirements and timeframes; - impact on network and other services; - maintenance and operational considerations. Regulatory consequences - - privacy requirements; - security requirements. Possible conflicts with present or future regulations; Recommendation F.15 (08D2)
