Competing Technologies (iPhone vs Blackberry)

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1 collaborator

Felix Hu (Author)

WHAT IS IT?

This is a model which represents two competing technologies: iPhones and Blackberries. Customers each have their own preference as to what they value more when choosing a phone, and makes their decisions based on the various sectors corporations invest in.

HOW IT WORKS

Currently, the model is very simple. There is an initial set of customers, with either a Blackberry phone or iPhone. Each customer, when created, is given a random set of preferences. White nodes are iPhones, turqoise nodes are Blackberries. Links represent the customers' friends. Patches represent the marketing influence in in each area.

Each tick, one customer is added to the world, in a random location, with random links with other customers. Customers makes the decision by considering what their friends use, how much they value technology, and the marketing influence of each sector.

The model has the customer make a series of decisions. At first, the customer will make a decision based on what their friends are using. Then, based on how much they value techn. Then, based on marketing in the area they reside in. I am using this implementation because of the assumption that people generally do not make a decision while considering all possible factors. They tend to make malleable decisions that change as time passes.

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Click to Run Model

breed [customers customer]
turtles-own [group-pref tech-pref fickleness]
globals [marketing-iphone-global marketing-blackberry-global]

to setup
  clear-all
  
  set marketing-iphone-global 0
  set marketing-blackberry-global 0
  
  set-default-shape customers "circle"
  create-customers initial-customers [
    ifelse random 100 < initial-iphone-percent [
      set color white
    ][
      set color turquoise
    ]
    create-helper
  ]
  ask turtles [
    if random 100 < isolation [
      create-links
    ]
  ]
  reset-ticks
end 

to create-helper
  setxy random-xcor random-ycor
  set size .3
  set group-pref random 20
  set tech-pref random 20
  set fickleness random 20
end 

to go
  if marketing-iphone-global != marketing-iphone [updating-marketing]
  if marketing-blackberry-global != marketing-blackberry [updating-marketing]
  
  create-customers 1 [
    create-helper
    create-links
    set-phone-choice
  ]
  tick
end 

to set-phone-choice 
  set-according-to-neighbors
  set-according-to-tech
  set-according-to-marketing
end 

to set-according-to-neighbors
  let blackberry-neighbors 0
  let iphone-neighbors 0
  if any? link-neighbors [
    ask link-neighbors [
      if color = turquoise [
        set blackberry-neighbors blackberry-neighbors + 1
      ]
      if color = white [
        set iphone-neighbors iphone-neighbors + 1
      ]
    ]
  ]
  let sum-of-preferences (count link-neighbors) * group-pref
  ifelse random sum-of-preferences < blackberry-neighbors * group-pref [
    set color turquoise
  ][
    set color white
  ]
end 

to set-according-to-tech
  let sum-of-tech tech-pref * (tech-iphone + tech-blackberry)
  
  ifelse random sum-of-tech < tech-pref * tech-blackberry [
    set color turquoise
  ][
    set color white
  ]
end 

to set-according-to-marketing
  ifelse pcolor = black [
    if random 20 < fickleness [
      set color white
    ]
  ][
    if random 20 < fickleness [
      set color turquoise
    ]
  ]
end 

to updating-marketing
  ask patches [
    ifelse random (marketing-iphone + marketing-blackberry) < marketing-iphone [
      set pcolor black
    ][
      set pcolor blue
    ]
  ]
  set marketing-iphone-global marketing-iphone
  set marketing-blackberry-global marketing-blackberry
end 

to create-links 
  if random 100 < isolation [
    repeat random network-density [create-link-with one-of other turtles] 
  ]
end

There is only one version of this model, created over 12 years ago by Felix Hu.

Attached files

File	Type	Description	Last updated
FelixHu_May20.docx	word	Progress Report	over 12 years ago, by Felix Hu	Download
FelixHu_May27.docx	word	Progress Report	over 12 years ago, by Felix Hu	Download

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Competing Technologies (iPhone vs Blackberry) v2

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