Reducing the level of switching costs in mobile communications: The case of Mobile Number Portability

Switching costs are one of the most important economic forces that affect market competition in mobile communications. Both theoretical and empirical studies have shown that switching costs reduce market competition leading to higher prices, lower product and service quality, and lower customer welfare. Given their negative consequences, national regulatory authorities have designed policies aimed at reducing switching costs and fostering competition. One of the most important of these, in the mobile communications industry, is mobile number portability (MNP). The aim of this paper is to investigate the effect of MNP on switching costs in mobile phone services. First, a hierarchical Bayes model is proposed to measure switching costs at the customer level and to investigate the impact of MNP on them. Second, this study examines the drivers of MNP adoption by customers using a binary logit specification. The results reveal that this regulatory policy has significantly reduced the cost of switching and that MNP adoption partially depends on customer-related variables.     

Mobile number portability in Europe

This paper examines the causes and effects of mobile number portability (MNP) and provides a survey of its implementation in Europe. It first examines the competitive effects and costs of introducing MNP. Next, it discusses how to charge for MNP. It argues that a price cap regime starting from the average cost of porting is likely to provide appropriate incentives. Finally, it reviews recent experience with implementing MNP in Europe. Differences in the speed of porting and porting charges appear to explain part of the differences in the use of MNP across countries.     

The impact of regulating mobile termination rates and MNO-MVNO relationships on retail prices

A mobile virtual network operator (MVNO) provides mobile telecommunication services by eluding the constraints of the radio communication infrastructure and establishing an agreement with a hosting network operator (HNO) for the use of its spectrum. Thus, MVNOs offer a wide range of mobile services and directly compete with every mobile network operator (MNO). This paper studies the economic justifications for potential regulatory intervention that defines the level of mobile termination rates (MTRs) and negotiations and agreements among MVNOs and HNOs. The results show that symmetric MTR reduction leads to competition growth among operators, forcing every operator to reduce retail prices and, consequently, to enhancing consumer welfare. The paper also finds that a collaborative strategy adopted by an HNO and an MVNO is advantageous for both and induces a reduction in retail prices, thus weakening other MNOs.     

The competition among mobile network operators in the telecommunication supply chain

In the mobile telecommunication sector, the high competitiveness has increased the complexity of strategic interactions among operators. As the vertical integration has become anything but a choice and not a compelling technical solution, the contest takes place at different levels of the components of the operator value chain: the network infrastructure, the service development and supply, and the relationship with consumers.Mobile virtual network operators act as retailers and concentrate on the last segment of the value chain by establishing commercial agreements with hosting network operators, which act as manufacturers, to get access to radio communications infrastructure. Productive processes of mobile services offered by operators are different and this difference is imperceptible to customers. Processes difference mainly consists in the infrastructural diversity of the operators and implies different consequences on each network service element.A model has been defined to analyze the consequences of such diversity in the competition among HNOs, MNOs, and MVNOs by focusing the attention on the characteristics of the call path, in dependence of the types of operators. In fact, many variables interact to define the call path, such as marginal costs and revenues, infrastructural investments, and interconnection charges among operators. The analysis of the results, obtained by the model, gives information on variations of retail prices, market shares, and profit allotment, to adopt the proper strategies. In particular, the model results shed light on how certain MVNOs should enter the markets and adopt a collaborative strategy with HNOs. The model owns the capability of being applied to different contexts, thus representing for the regulator a potential instrument of relevant usefulness.     

The third-generation-mobile (3G) policy and deployment in China: Current status, challenges, and prospects

Since the inception of telecom reform in 1994, structural reform has been a main thread surrounding the course of the development of China's telecommunications industry. In structuring the 2008 reform and the 2009 3G rollout China's government adopted a relatively balanced approach in the hope of creating level-playing-field in 3G era. Nevertheless, due to the presence of substantial switching costs, substitution effects from the present technology mode, that is, 2.5G, the absence of killer applications, among other technological and institutional factors, China may not have a realistic 3G era before moving toward 4G and beyond. At the bare minimum, currently there is a lacking of either adequate technological-push or demand-pull for a full-scale 3G commercialization—there is no sign that this situation will change in the near term. Triggered by recent initiatives of market convergence between the telecommunications, Internet, and cable, a renewed circle of market, and regulatory reform is probably necessary to cast a sounder industry basis for a timing migration toward the next-generation-networks (NGNs). The timing migration toward 4G (and beyond) may provide a chance for a late-mover nation like China to leapfrog its western counterparts in leading the industry in the era of NGNs. To this end, China is confronted with a challenge in re-examining its industry policy as well as technological strategies for a sustainable development in the era of NGNs. This study offers heuristic analysis and insights on the above issues based on archival documents and interviews. While implications are suggested for China's circumstances, the Chinese experiences may also be considered by other countries and investors when it comes to 3G (and beyond) policies, regulations, deployments, and evolutions.     

Interoperability of interpersonal communications services – A consumer perspective

The European Electronic Communications Code (EECC) enables competent authorities to introduce interoperability obligations also for number-independent interpersonal communications services (NI-ICS) such as Facebook Messenger, LINE, Skype, WeChat and WhatsApp. Under such an obligation, consumers could interact not just with users of the NI-ICS where they have a user account themselves, but also with users of all then interoperable NI-ICS. While with traditional electronic communications services (ECS) economic theory and consumer interests align as regards interoperability since multi-homing across various operators is the exemption, it is not yet clear whether that is also true for NI-ICS for which multi-homing is the norm. Our paper draws on an online survey of n = 2044 consumers in Germany covering traditional ECS, email and 22 other NI-ICS to address this issue from a consumer point of view. We find that people proactively use the boundaries between communications services to compartmentalize their social contacts according to relationship closeness. Our finding echoes indications provided in a rich stream of computer-mediated communication (CMC) research and in particular psychological theories of relationship development. Specifically, people appear to follow a finely tuned cultural code implying a hierarchical order of communications services used depending on the closeness of the contacts. Consequently, our results provide a complementary explanation of how and why certain groups of social ties converge to a specific (set of) communications service(s) beyond network effects and shed a critical light on current policy debates around an interoperability obligation for interpersonal communications applications. They highlight that an interoperability obligation for NI-ICS would likely not be in line with consumer interests.     

Do switching costs mediate the relationship between entry timing and performance?

The purpose of this paper is to test the effectiveness of switching costs as an isolating mechanism in the context of the first‐mover advantage theory. Whereas both the literature on switching costs and on pioneering propose this as a mechanism through which firms could obtain sustainable competitive advantage, other authors offer a rationale for thinking that this is not the case. We test our hypotheses in the context of the European mobile telecommunications industry. This is a sector that has been characterized by high rates of growth in the number of subscribers, which could reduce the effectiveness of switching costs from being effective as an isolating mechanism. Our results show that switching costs are an important tool through which first‐mover advantages materialize. Copyright © 2011 John Wiley & Sons, Ltd.     

Differences in consumer loyalty and willingness to pay for service attributes across digital channels: A study of the Japanese digital content market

In this paper, the impact that the Internet access device has on consumer loyalty behaviors relative to Internet content was explored. To do so, a mixed logit demand function for mobile and PC subscribers to digital content was estimated and consumers’ willingness to pay for attributes related to specific content providers and their levels of service quality were measured. It was found that significant differences in loyalty and willingness to pay for service quality factors existed between mobile and PC Internet content subscribers, suggesting that while content may be developed as device independent, consumers interact differently with similar Internet content accessed through different devices. Specifically, the willingness to pay for more robust and more frequently updated content was on average higher in the mobile segment than in the PC segment. In addition, the overall switching costs consumers attributed to specific content providers via the mobile channel were far higher than through the PC channel. These results suggest that more robust content management systems must be developed to accommodate for such differences in consumer behavior.     

Diffusion of mobile telephony: An empirical study in Taiwan

Mobile telephony penetration is a major indicator of mobile telephony diffusion. Taiwan had a mobile telephony penetration of 108% in 2002, ranking first in the world. This study analyzes this accelerated diffusion in terms of growth model and determinants of the diffusion rate. To eliminate the inherent uncertainty associated with choosing the optimal growth model, this study compares the performance of three conventional models, namely Gompertz, Logistic and Bass, to identify the most appropriate model, and to distinguish the forces driving the diffusion rate. Empirical results indicate that the most appropriate model is the Logistic model. Network externalities, which this study shows to be the same as the imitation effect in the Bass model, explain the superiority of the Logistic model. Moreover, market competition, which markedly reduces service prices, is identified as a primary driver of the diffusion rate of mobile telephony in Taiwan. Economic conditions, technological innovation and number of operators are insignificant factors. Finally, mobile telephony is a substitute for fixed-line telephony in Taiwan.     

The disruptive potential of PWLAN at the country-level: The cases of Germany,the UK,and the USA

This paper analyzes the impact of WLAN technologies for incumbent MNOs based on an empirical cross-country study of the players in the public WLAN-hotspot market using the theory of disruptive innovation and theoretical extensions for the industry- and country-level. The main research question to be analyzed is whether and why PWLAN has shown a disruptive or sustaining impact trend for incumbent MNOs in the hotspot markets of Germany, the UK, and the USA in recent years. The results imply that incumbent MNOs and new entrants have taken advantage of the opportunity provided by PWLAN, but the market success of both types of players varies between the countries analyzed. Incumbent MNOs dominate in Germany but not in the UK and the USA. The reasons for these country-specific differences were further investigated, and the results suggest that the analysis of disruptive potential in telecommunications needs to include country- and firm-specific factors, which are, again, largely influenced by the local regulation.     

Mobile voice diffusion and service competition: A system dynamic analysis of regulatory policy

Dynamic behavior in mobile telecommunications markets is often the result of interactions between market actors. As the structure and dynamic complexity of such interactions tend to be difficult to identify, it is challenging for regulators to anticipate the effects of their policy decisions. This article uses system dynamics to evaluate the effect of technology harmonization and mobile number portability policies on mobile voice diffusion and service competition. This is realized by first modeling the endogenous feedback structure resulting in dynamic behavior in the mobile telecommunications market and then by configuring the model for retrospective simulations of the Finnish market. Based on the retrospective simulations, the effect of technology harmonization and mobile number portability policy decisions is analyzed and the usefulness of system dynamics is demonstrated.     

Impacts of mobile Internet use intensity on the demand for SMS and voice services of mobile network operators: An empirical multi-method study of German mobile Internet customers

Scholarly and business publications alike convey the message that past and future strong growth in mobile Internet (MI) access and service demand has solely positive commercial implications for mobile network operators (MNOs). This position neglects the possibility that increasing MI use intensity may lead to demand decreases for the highly profitable short messaging service (SMS) and mobile voice telephony. The extant literature provides few insights on relations between MI use intensity, on the one hand, and SMS as well as mobile voice call use intensities, on the other hand. This study developed hypotheses concerning the presence or absence of impacts of MI use intensity and circumstances of MI use (e.g., device type, tariff scheme) on the demand for SMS and mobile voice telephony at the individual customer level. The hypotheses were tested by analyzing actual use behaviors of 304 MI adopters in Germany, for whom objective use intensity data were extracted from the billing system of an MNO. These non-reactive measures were combined with responses collected from the adopters through a telephone survey. Multivariate regression results suggest that though MI use intensity significantly negatively affected both number of SMS sent and received, these effects were so small that their practical relevance is highly doubtful. Further, customers who used MI more intensively did not generate lower volumes of outgoing or incoming mobile voice connection minutes. Conclusions are drawn for MNO, telecommunications sector regulators and scholarly researchers seeking to explain the acceptance of mobile communications services.     

Determinants of Contract Duration: Further Evidence from Coal-Fired Power Plants

Transactions cost theory predicts that the availability of alternatives is one of the determinants of contract duration. Over the last 20 years, the coal market has seen many regulatory changes that have generally increased the number of alternatives in the process of procuring coal. In this paper data from long-term coal contracts for electricity generation signed before 1999 are used to estimate the effect of increasing alternatives on contract duration. Empirical results tend to match transactions cost theory that increased alternatives reduces contract duration. Part of this work was done while Dr. Lange was at the U.S. Environmental Protection Agency (EPA). The opinions expressed in this paper are those of the authors and do not necessarily reflect that of the U.S. EPA.     

Investigation of factors affecting the diffusion of mobile telephone services: An empirical analysis for Vietnam

This paper analyzes the diffusion of mobile telecommunications services in Vietnam and examines how telecommunications regulation and potential substitute/complement services affect the growth of the number of mobile telephone subscribers. Using a logistic diffusion model, it is found that fixed telephone services are a complement while data services have a negative relation to mobile telephone services in Vietnam. As for regulation, the policy of introducing competition has been found to be the most effective in influencing the adoption of mobile services. Another important result is that the estimated potential market is roughly 76% of the total population. The findings suggest that suitable regulation that guarantees competition in the mobile telecommunications market in a developing country such as Vietnam is one of the most important factors for a positive diffusion process.     

Competitive behavior in the European mobile telecommunications industry: Pioneers vs. followers

This paper studies the relationship between competitive strategy and improvement in the competitive position of pioneers and followers in the mobile telecommunications industry. The analysis uses a panel of data comprising all the actions of European firms operating in the digital mobile telecommunications industry with GSM 900 and/or DCS 1800 networks. The results show that competitors gain market share when they follow competitive strategies that are different from those of other firms. The paper also finds that price reduction actions represent the best approach for followers, while differentiation actions are the most effective strategy for pioneers.