Breaking market dominance from multi-sided market strategy: The case of Adobe

• Main Authors: Heng Yang, 楊衡
• Other Authors: 黃明蕙
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/beq7r4

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 102 === Two-sided market strategy, the strategy that develops an effective way to create a growing user base, is widely used nowadays especially in e-business. For an online company, it is indeed an useful way to keep the two distinct user groups getting larger, but some evidences suggest that once the company dominates the market and even becomes monopoly, it may deprive the rights and interest of the money side; while the clearly stake-separated business model makes the consumers hard to voice their indignation, because the huge user base that grounded on the subsidy side has no stakes connected with the money side. In this research, we take Adobe''s PDF (Portable Document Format) software as our research focal case. The analysis results show that customer loyalty can have significant impact on the degree of monopoly. The results can provide important contributions for multi-sided markets, both for firms and consumers.