Study On Pricing Mode For Mobile Value Added Service Base On Two-sided Markets Theory

Recent years, mobile communication industry has rapid development in China, the network scale and technology standard have been reinforced continuously. Traditional voice service market is shrinking and APRU of customer is decreasing, mobile communication operator must change from the traditional telecommunication services provider to integrated information services provider. So, mobile value added services represent the new point of service development. Like any other branch of economic problems, pricing mode is core problems. Choice of pricing methods influence decision and quantity of customer transaction directly, even the market share and income of operator. Research of pricing mode for mobile value added services has important theory and practical meaning.Of existing study, most hold that mobile value added services market presents typically two-sided market character. But, related literatures of the topic is less and unitary. And we find the researches are inclined to theory and lack enough attention to practical problems. This paper discuss that how the platform make the proper pricing strategy to help the two-sided customer making deal, together with two-sided markets pricing theory, to achieve goals of benefit maximize.This paper analyze the two-sided market character of mobile value added services platform, and summarizes the pricing structure and pattern of the platform. It also discusses the different factors influence on the choices of pricing mode, and analyze differences of China 2.5G and 3G mobile value added services markets. Finally, the last part of this article is summary and deficiency of the study.