A DSS for Product Launches

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"Research indicates that knowledge workers spend an average of 0 percent of their time looking for information. That's nearly 600 hours annually, searching for information to support their initiatives instead of applying it to critical decisions." Gartner Group

COX COMMUNICATIONS, INC

Cox Communications is an Atlanta based communications company. I refer to it as a communications company due to the fact that it is no longer just a cable provider. It has become a provider of video, data through High Speed Internet (Broadband), and a Telephony service carrier.

It is the fourth largest cable provider in the nation currently launching different products in numerous markets to increase its customer service, their reliability, and their market. They have successfully launched telephony, High Definition Television (HDTV), Digital Video Recorder (DVR), and Home Networking in diverse systems throughout the United States. For Cox Communications, the goal is not to the biggest company in the United States but rather to provide the best service to its customers.Help with essay on A DSS for Product Launches

Cox Communications was founded in 16 by Cox Enterprises, Inc. It comes as no surprise that Cox Communications is expanding its horizons, given the fact that Cox Enterprises is such a diverse organization. Founded in 188, Cox Enterprises owns several different types of business newspapers, television, radio, Internet sites (for example Autotrader.com), and Auto auctions (Manheim). Cox Communications was originally an analog video cable provider. It has now completed its digital upgrade in all but systems, of which Northern Virginia is one of the latter. It has now become a full provider of telecommunications products. It offers Cox cable, advanced digital programming, local and long distance telephone, high speed Internet, and commercial voice & data services.

COX COMMUNICATIONS OF NORTHERN VIRGINIA

Cox Communications Inc has a system in Northern Virginia with franchises in Fairfax County and in the Fredericksburg region. As I stated earlier, we are currently completing the digital upgrade of our Fairfax county franchise. However, to remain competitive while we do this we keep an eye open for new technologies to see what we can launch locally. We successfully launched HDTV last year and are currently working on both DVR and home networking. I believe that it would be extremely helpful for Cox Communications to use a decision support system to manage these launches.

Just like other Cox systems, the Northern Virginia system is trying to provide as many products as they can to satisfy the customer, while at the same time maintaining quality and costs to the company at a reasonable level. One of the strategies of selling the products is that of bundling. It provides customers with choices while the company obtains different revenue streams. "At the end of 00, Cox Digital Cables was available at 7% of the 10. million homes passed by Cox's broadband networks. Ninety-six percent of our homes passed could choose Cox's high-speed Internet service, while 40% had access to Cox Digital Telephone. One-quarter of all Cox customers subscribe to at least two of our three major services, while nearly half of our telephone customers subscribe to the complete bundle of cable, phone and high-speed Internet…Among three-product customers, customer retention improves by 50% on a monthly basis… "

BENEFITS OF A DECISION SUPPORT SYSTEM

There are different individual needs that must be structured into a decision support system so that it may be able to suggest the most appropriate plan of action. No two locations have the exact same need, nor do products require the same type of action. Since we are looking at creating this system to assist in the decision making of product/business development we need to be able to adjust certain factors to suit our needs as they come.

Some issues that would benefit with a decision support system are

- Time tracking

- Project assignments Tasks

- Workflow automation

- Data warehousing

- Impact on the financials

- Capital budgeting, if needed

Having a decision support system will help with the following

1) Assure that goals and assumptions are clearly and consistently communicated to all stakeholders.

) Make sure that managers agree and commit to the decision being implemented

a) This is extremely important for the success of a product launch. The probability of success is really proportional to management's commitment to the decision plan. Majority of the times, management will commit to the plan when they feel a sense of ownership and participation.

) Simplify the planning process

a) Automate as many sections of the process as possible, to focus on more strategic and budgeting issues, rather than the process itself. Ease of use will also increase the participation of other members.

4) Provide timely and on-going performance feedback

a) Managers should be able to access performance analysis as needed. We have found that during the planning stages, managers and the senior team have needed to establish performance metrics against which to measure the progress of the project. The best way to provide this type of access to information is by either posting updated reports on the Intranet or having a networked folder that all may access.

5) It facilitates forecasting and tracking of expenses

Through appropriate project management, Cox Communications will be able to

• Increase their revenue stream

• Increase their market share

• Increase their competitiveness against Satellite companies

• Control expenditures

• Improve team productivity

• Ensure timeliness

PROPOSED MODELING TECHNIQUES

Based on the needs of Cox Communications, I propose that they use a combination of systems.

For one section of the problem at hand we would need to use a linear program for capital budgeting purposes. Linear programming will allow us to meet optimal allocations of limited resources to meet the capital objectives that we have been assigned by our headquarters. This programming will provide the optimal solution, whether it be maximizing or minimizing profit or costs.

The other technique that I would propose to track the progress and success of the project is through the means of project management. This will allow us to track how the project is advancing, what still needs to be completed and who is participating in the launch.

The following are the two softwares that I suggest we use.

1) Microsoft Project

a) To create project plans

b) Choose the most appropriate scheduling method

c) Select and organize a team to perform the necessary tasks

d) Monitor and control the ongoing performance of the project at hand

e) Upon completion, close the project

f) They might even consider using contingency planning techniques to minimize risk throughout the project life cycle if necessary.

) What's Best

a) Easy to use since it works on familiar software Excel

b) Allows you to change your constraints until you feel you have reached a comfortable level

MICROSOFT PROJECT

Microsoft Project is a useful tool that allows for an easy friendly management and tracking tool for projects. Some of the advantages of this program are

a. Viewing it allows for grouping of tasks and user-defined outline codes, as well as filtering options.

b. Flexible ways in which you can view your tasks calendars, material resources, resource availability, charts…The Task calendar lets you set priority values and project priority. This is definitely something that will help in launching products when we are given a specified deadline by Corporate to meet.

WHAT'S BEST

This will allow for better decision-making as to which projects to focus our attention on based on the requirements and restrictions provided to us by Corporate. We can also add local constraints based on the local market and the economic conditions.

REQUIRED INPUT DATA

The required input data for our capital budgeting purposes are the restrictions provided by Corporate as to what our annual budget is, the cost of deploying the new product equipment, advertising…

Under the project management area our required inputs are

• Time to launch the product

o In most cases it is between -6 months until official launch. However, for home networking our target launch date is July 1st, 00.

• Task assignment

o Key team members both local and corporate

• Establish the training schedule

o Need to train the Customer Service Representatives, Field Operations Technicians, Dispatch personnel, and Contractors.

• Resource assignment

o We need to make sure we have proper representation of all the departments to make sure we have appropriately accounted for the impact of the new product to their department

• Need to consider when we would commence testing and have two teams of tests

o Alpha and Beta testers among employees and current customers

• General fields

o Who will the vendor be in this case we are considering two vendors, one of which is Linksys

 Review vendor agreements, identify vendor POC information, review warranty information…

• Establish methods and procedures, if another system has launched this service request a copy of their M&Ps. In this case New England has already launched Home Networking and we have requested that they send us copies of their M&Ps.

Once this information has been input into Microsoft Project the tracking of the Home networking launch has been simplified. Senior team members wishing to find out how we are progressing can simply look at the Project file saved on a network folder. This tool will definitely also assist in maintaining the Senior team up-to-date on the status of this project.

The decision maker in this case is not a single individual but rather a team of knowledgeable personnel in their departments. However, the major decisions on launch are made by the VP of Business Development along with the Senior team. I believe that by being able to use Microsoft project it will make it simpler for the executives of the company to understand and view our progress.

On the other hand, using What's Best will simplify the process for the senior team to focus their attention on the projects that

1. Meet corporate capital annual targets

. Provide the most return based on investment capital

This is a snapshot of the Network Diagram of the Home Networking Plan

This is a view of the GAANT chart

This is a snapshot of the Alpha/Beta testing

Another view of the Alpha/Beta tester tasks

And a view of the calendar

USE OF THE DSS

This DSS will be used by the company for product launches. The ownership of the project management model will belong to the Business Development team. The inputs will be provided to Cox Northern Virginia by either Corporate or other systems throughout the United States. However, some of the inputs will need to be modified to assimilate the local environment.

In the case of the capital budgeting model, the Finance & Accounting department will have the ownership of this model. They will input the necessary data into the model based on information provided to them by Corporate, Marketing, Engineering, and Business Development.

These two systems will help not only with the launch of Home Networking but with future launches that we are considering such as entertainment on demand (EOD), telephony, tiered HSI, and wired maintenance.

These two models will allow us to track the success of Home Networking and future product launches. The budgeting tool will allow us to choose the projects more wisely and allocate our resources better. We are currently using MS Project for our Home Networking launch so that we may better allocate our staff, track our progress, and determine our success.

Appendix A Corporate Profile

Cox Communications, a Fortune 500 company, serves approximately 6. million customers nationwide, making it the nations fourth largest cable television company. A full-service provider of telecommunications products, Cox offers an array of services, including Cox Cable; local and long distance telephone services under the Cox Digital Telephone brand; high-speed Internet access under the brands Cox High Speed Internet and Cox Express; advanced digital video programming services under the Cox Digital Cable brand; and commercial voice and data services via Cox Business Services, LLC. Local cable advertising, promotional opportunities and production services are sold under the Cox Media brand. Cox is an investor in programming networks including Discovery Channel.

Cox Communications stock is publicly traded on the New York Stock Exchange as [NYSECOX]

The company is majority-owned by Atlanta-based media company Cox Enterprises, Inc.

The company wholly owns and operates cable systems throughout the United States.

To date, we have provided cable television service without charge to 4 percent of the schools in our franchise areas.

Shareholder Information Exchange

New York Stock Exchange

Stock Quote (COX)

1.8 As of 4/17/0 401 PM

Listed Security

COX Common Stock

FOR IMMEDIATE RELEASE NOVEMBER 1, 00

COX DELIVERS HOME NETWORKING SOLUTIONS TO ITS HIGH SPEED INTERNET CUSTOMERS

Cox Deploying New Home Networking Equipment, Installation,

and 4-Hour Technical Support

Atlanta' Cox Communications, Inc. (NYSE COX) today announced the rollout of Home Networking service in markets where the company is currently offering its Cox High Speed Internet service. Home Networking from CoxTM includes professional installation of both wired and wireless home networking equipment and 4-hour technical support.

Cox conducted a market trial of its Home Networking service in New England, offering Rhode Island and Connecticut customers the opportunity to purchase home networking equipment, professional installation and ongoing technical support. Based on this successful market trial, Cox is now offering its Home Networking service market-wide in New England and additional Cox High Speed Internet markets. Cox anticipates that Home Networking from Cox will be available to all Cox High Speed Internet customers company-wide in 00.

Many U.S. homes now have more than one personal computer, and linking computers together remains a challenge for some consumers. "Research indicates that more than half of current high-speed Internet customers have an interest in assistance with home networking," reported Dallas Clement, senior vice president of Strategy & Development. "By offering affordable hardware and professional installation, Cox can help its customers share the speed of broadband and files among all of the computers in the house. For some customers, this can mean monthly savings if they've been paying for more than one Internet connection."

Cox's standard pricing for wireless and wired home networking solutions are $4 and $, respectively, but promotional pricing could vary by market. This includes the home networking hardware and software, as well as professional installation. Both packages include networking for up to four personal computers. For $.5 per month and a one-year commitment, Home Networking from Cox customers receive 4-hour customer assistance with home networking questions and issues.

Based on the results of its market trial, Cox believes there is significant customer demand for this new ancillary service. "Existing and new Cox High Speed Internet customers will be attracted to the convenience of Home Networking from Cox," said Clement. "This new service is just another way that we can maximize our broadband network and technical know-how to serve all of our customers' communications needs."

Appendix C Direct Mail Sample

Appendix D Cable Home Top 0 Features

Security

ɨ Device Authentication

ɨ Secure Management Messages

ɨ Firewall Management

ɨ Secure Software Download

Packet handling

ɨ Address Translation (NAT/NAPT)

ɨ Pass through Mode

ɨ Mixed Bridging

ɨ Upstream Selective Forwarding Switch

ɨ NMS writing, deleting NAT mappings

Naming Services

ɨ Resolve Local Host Names & return referral upon non-resolution

Management/Provisioning

ɨ MIB access via SNMP V.

ɨ DOCSIS NmAccess

ɨ Remote Proxy Ping/speed test

ɨ Event configuration and generation

ɨ PS and FW config file download

ɨ WAN management IP address and data IP address acquisition

ɨ LAN DHCP service with and without WAN connection

ɨ Storage and MIB access to DHCP information

ɨ DHCP and SNMP driven provisioning processes

ɨ TOD service

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