eQueue Theory is eQueue’s bread and butter. It describes the theoretical basis on which eQueue exists. It explains how online processes are created and adapted to online society in consideration of the key components of queuing theory. Powered by eQueue, CheckinLine is based on the fundamentals of eQueue Theory.

1. QUEUING THEORY
Jonathon
Flavel
2010

2. EQUEUE THEORY IS EQUEUE’S BREAD AND
BUTTER. IT DESCRIBES THE THEORETICAL
BASIS ON WHICH EQUEUE EXISTS.
eQueue Theory explains how online
processes are created and adapted to
online society in consideration of the key
components of queuing theory.

3. THE MODEL - 7 SECTIONS EXPLAINED
3

4. ① QUEUING THEORY "
– THREE OVERLAPPING PERSPECTIVES
Queuing theory offers insight into how
we can create online processes that
accurately reflect expectations of
society.
Theories extend into three overlapping
areas of academic research;
- social (physical)
- psychological (cognitive), and
- technical (machine-based) systems
of organisation that prioritise access
based on ethical considerations.
4

5. ② COMMON FACTORS
In the centre of these 3 overlapping areas are 3 common factors:
- ‘time’
- ‘culture’ and
- ‘justice’
5
Reasons why ‘x’ should be in-front or behind ‘y’ involves questions
relating to these 3 factors because together they influence what may be
perceived as ‘fair’. ‘Fairness’ may be contested across cultures and/or
circumstances.

6. ③ CYBERCULTURE & PERCEIVED JUSTICE"
Online technology has formed a new online
culture that extends beyond what we traditionally
associate with the physical social world. The
‘online social world’ is a relatively young and
independent ‘online society’ where Internet users
make up a global ‘cyberculture’ that exists in
‘cyberspace’. Cyberculture is a social and
cultural movement dominated by advances in
technology and the internet, including online
communities, networking, gaming, wireless
communications and digital resources.
‘Perceived justice’ within a queue in cyberculture
is the way that users feel in relation to reward for
effort and how processes are managed and
measured. Users need to know that participation
is ‘fair’, incentives are achievable and methods of
prioritisation are credible, reliable and consistent
with common values attributed to cyberculture.
6

7. ④ THE CHECK-IN PROCESS INVOLVING
RESEARCH & PROMOTION"
The check-in process is designed to
be as quick and easy as possible
and involves completing a research
or promotional task.
This creates a touch-point of
engagement between passionate
consumer and brand. This deep
interaction enables an opportunity to
tap into consumer thoughts,
preferences and opinions.
eQueue collects responses through
simultaneous one-on-one
conversations with everyone in line
during the ‘waiting time’.
7

8. ⑤ THE DATA
Responses are opinion-based, there are no right or wrong answers and
they are in no way related to prioritisation within the queue.
Data is used for initiatives in market or social research, marketing and
promotion, lead generation, crowd sourcing, offer optimisation and
consumer profiling to help monetize unmet demand.
8

9. ⑥ THE INCENTIVE (REWARD)
Access to the incentive is the reward for participation.
Priority access is awarded to users who have a proven record of ‘effort’
involving the check-in process and deserve it over other users.
Prioritisation is based on fair measurement of online behaviour relating
to how users engage with set rules or ‘game mechanics’.
9

10. ⑦ EFFORT, PRIORITISATION & ACCESS "
Passion, motivation and commitment are three key indicators of the level of
‘effort’ displayed and a basis on which to prioritise users.
Passion for the incentive increases the user’s motivation to complete the
check-in process, and the level of commitment is an indication of the level
of motivation to continue checking-in throughout the competition period.
10

11. WHAT IS ‘FAIR’?
‘Fair’ measurement of effort involving the check-in process is pivotal to the
integrity of eQueue.
This is achieved by creating rules relating to ‘time’ which is consistent for all
users online. Users choose how and when they access the Internet and
schedule their own check-in times to fit within their own personal lives. With
the user in control of how they allocate their own time online, the overall
level of effort can be fairly recorded.
Two fundamental ways eQueue guarantees fair, credible, reliable and
consistent measurement (in relation to time) are by recording:
① ‘frequency’ (how many times the user completes the check-in process)
and
② ‘accuracy’ (how close to the nominated time (i.e. when) the user
completed the check-in process). This method provides a fair basis on
which to rank all users in relation to each other and overall commitment
to the competition.
11

12. ‘GAMIFICATION’
‘Gamification’ is the use of game thinking and game mechanics to
engage users.
‘Gamification’ is used in applications and processes to improve user
engagement, Return on Investment, data quality, timeliness, and
learning.
eQueue Theory is a ‘gamification’ tool used to leverage people's natural
desires for competition, achievement, status, self-expression, altruism,
and closure.
12

13. www.equeue.com.au