Monetization and Contract Models for Digital Services

• Main Author: 張李治華
• Other Authors: Li, Yung-Ming
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/33168911288891789607

博士 === 國立交通大學 === 資訊管理研究所 === 99 === In this study, we consider digital services which are composed of access services, offering users the ability to connect to Internet, and content services, offering and serving digital contents, such as music, online games, and videos which users experience. Today, digital services in most cases are provided by two or more companies which have difference tasks. For example, the firm creating contents and the firm serving contents can be two different companies. Thus, we need a well-designed contract to solve the conflict of profit distribution among them. Obviously, digital services change the way we live and generate many challenging research issues. In fact, we find that many related studies rarely tell us in what manner digital service providers could earn more. Thus, in this research we aim to explore the way of monetizing digital services and operation strategies. In order to increase digital service providers’ revenues and payoffs, we study how to price digital services and how to build contract models through the perspective of market segmentation and capacity planning. Here, we discuss these questions by three representative digital services. They are wireless access services, online game services, and digital music services. In wireless access services, we study the bandwidth sharing between WiFi and WiMAX services. We find that bandwidth sharing would benefit a WiMAX service provider, yet a WiFi service provider has no significant saving under a wholesale price contract. In online game services exhibiting network effects, in order to acquire higher profit, we suggest that an online game developer adopt revenue sharing contract when contracting with a commercial agent. In digital music services, we identify that uniform price can lead to the result that a dual channel is worse than a pure CD channel when uniform price is too low.