Using Decision Lattice Analysis to Model IOT-based Companies’ profit

Demand uncertainty and high initial investments for IOT-based projects lead to analyzing various types of options, especially real options in project execution to decrease these uncertainties. In this study, we investigate the firms’ expected profits that resulted from appropriate chosen static and dynamic pricing strategies namely low-pricing, high-pricing, and contingent pricing combined with binomial decision lattices. Besides, the reciprocal influence between pricing strategies and IOT investment could provide useful insights for the firms that confront demand uncertainties in selling the firms’ products. We propose a model which is the integration of binomial decision lattices, which have been calculated by Real Option Super Lattice Solver 2017 software, and pricing policies under uncertainty. The results provide insights into what pricing strategies to choose based on the project’s real option value and the level of the firm uncertainty about the purchasing of the high-value consumer. Among the mentioned static and dynamic pricing strategies, high-pricing and contingent pricing strategies under different situations can be selected and expected profits of each of the strategies will be calculated and compared with each other. On the contrary, as the low-pricing strategy resulted in the lowest option value, it will not be scrutinized in this study. Experimental results show that if the IOT investment level and high-value consumer purchasing likelihood are high, the firm will implement the high-pricing strategy, otherwise choosing the contingent pricing due to the demand uncertainty would be appropriate.