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Illustrations
To illustrate the methodology used by  let’s take the
Colorado market as an example and ask two hypothetical questions:
- In the year 2000, how do the counties in Colorado rank in terms of revenue
potential for business BRI (ISDN) and why?
- What factors besides sheer population numbers are considered in these projections
First I submit a query into the Telecompetition® database which then outputs the following projections:
ISDN Potential in Colorado
Business Segment – 2000
($M)
| Table I |
|
Table II |
|
Top 5 Highest Revenue Potential |
Top 5 Highest Revenue Potential |
| Rank |
County |
Revenue |
Rank |
County |
Revenue |
| 1 |
Denver |
$ 9.2 |
1 |
Mineral |
$ .016 |
| 2 |
El
Paso |
$ 5.3 |
2 |
Kiowa |
$ .015 |
| 3 |
Arapahoe |
$ 4.6 |
3 |
Crowley |
$ .014 |
| 4 |
Jefferson |
$ 4.3 |
4 |
San
Juan |
$ .011 |
| 5 |
Adams |
$ 4.2 |
|
5 |
Hinsdale |
$ .008 |
Source: Telecompetition, Inc. using
Not surprisingly, 4 of the six counties in the Denver standard metropolitan area come
out in the top five. Sheer population size is, after all, the biggest geographic driver of
telecommunications service volume. But, it is not the only driver, and the revenue
projections produced by are not based solely on residential population.
uses population volumes as part of the allocation algorithm, but there several
other factors used as well, including
- Household population by age and income,
- Workforce population by occupation and industry and
- Product specific propensity-to-buy profiles.
- Geographic specific qualitative factors
A comparison of the ranking of population size to revenue potential
(Table III) validates that other factors besides sheer population volumes are used by
.
- Jefferson county, ranking second in population rank is ranked fourth for
potential revenue.
- El Paso County (Colorado Springs) is second in potential revenue ranking,
but third in population – ahead of Arapahoe, Jefferson or Adams which are all
considered part of the Denver metro area.
| Table
III |
|
Highest Revenue Potential - ISDN |
|
Population
volume is only one of the many factors used by
to determine potential revenue. |
Potential
Revenue Rank |
Residential
Population Rank |
County |
Residential
Population
(000) |
|
1 |
1 |
Denver |
535 |
|
4 |
2 |
Jefferson |
534 |
|
2 |
3 |
El Paso |
525 |
|
3 |
4 |
Arapahoe |
504 |
|
6 |
5 |
Boulder |
332 |
|
5 |
6 |
Adams |
331 |
Source: Telecompetition®
using
[Proceed
to Process & Methods]
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Standard
or custom data files and reports are available. Call today for
pricing. |
|
Healy
& Co
2410
Camino Ramon,
Suite
359
San
Ramon, CA 94583
USA
| Tel: |
(925) 543-5701 |
| Fax: |
(925) 543-5720 |
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info@telecompetition.com |
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