An integrated communications demand model

A computer model of communications demand is being developed to permit dynamic simulations of the long-term evolution of demand for communications media in the U.K. to be made under alternative assumptions about social, economic and technological trends in British Telecom's business environment. The context and objectives of the project and the potential uses of the model are reviewed, and four key concepts in the demand for communications media, around which the model is being structured are discussed: (1) the generation of communications demand; (2) substitution between media; (3) technological convergence; and (4) competition. Two outline perspectives on the model itself are given.