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시스템 상품에서 요소별 차별화 및 소비자별 사용방식의 차이를 고려한 언번들링의 경제적 효과 분석
최병삼(Choi, Byong-Sam) 한국상품학회 2011 商品學硏究 Vol.29 No.2
본 연구는 기본 서비스(e.g., 통신서비스)와 부가 서비스(e.g., 소프트웨어)로 구성된 시스템 상품에 대한 게임이론모형을 수립하고 이를 통해 언번들링이 산업내 이해 당사자들에게 어떤 경제적 효과를 미칠 것인지를 분석한다. 본 연구는 시스템 상품의 호환성에 관한 대표적 연구인 Matutes and Regibeau(1988)와 모형 및 분석 방법이 유사하지만 크게 2가지 측면에서 차별화된다. 첫째, 시스템이 기본 서비스와 부가 서비스로 구성되고 두 요소의 차별화 정도가 서로 다르다고 가정하였다. 둘째, 본 연구에서는 전체 소비자를 사용방식의 차이에 따라 초보 소비자와 숙련 소비자의 2개 그룹으로 구분하였다. 분석 결과, 소비자의 시스템 상품에 대한 지 불의사가격이 낮은 경우 언번들링은 시스템 상품의 가격을 인하시켜 수요를 증가시키고 기본 서비스 및 부가 서비스 기업의 이윤과 소비자 후생을 증가시켜 사회후생을 증가시킨다. 소비자의 시스템 상품에 대한 지 불의사가격이 높은 경우에도 언번들링 이사회후생을 증가시키는 것은 동일하나, 차별화 정도가 낮은 부가 서비스 기업의 이윤과 초보 소비자의 후생이 감소한다. 이와 같이 언번들링은 시장의 성숙도와 대상 기업 및 소비자 집단에 따라 그 경제적 효과가 달라진다. This study examines the economic effects of unbundling systems goods, which consist of basic service (i.e., telecommunications network service) and additional service (i.e., software). Previous studies in this field propose that unbundling systems goods enables users to mix and match, i.e., compose their ideal systems with components and leads to the increase in social welfare. This study differs from the previous ones mainly at two points: first, it is assumed that the degrees of differentiation of two components are different; second, the consumers are divided into two groups, ‘novice users’ and ‘expert users’, where the former consume only basic service and the latter both of basic service and additional service. By analyzing a game theoretic model, this study shows the following: first, unbundling increases the profits of the firms and social welfare by increasing the variety of systems goods and decreasing their prices; second, however, when the willingness to pay of consumers for systems goods is high, unbundling might decrease the profit of additional service firms and the welfare of novice users.
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플랫폼 경제의 부상과 혁신적이고 공정한 산업 생태계 조성 방안
최병삼(Byong-Sam Choi),시새롬(Saerom Si) 과학기술정책연구원 2021 정책연구 Vol.- No.-
A platform economy where platforms bring about huge changes across all areas of the economy is developing around the world. In the past, U.S. and Chinese companies led major platforms in the digital industry. Recently, however, Korean companies are also actively challenging to build platforms. Platforms have the potential to make fundamental changes in the Korean economy, and the next few years will decide whether Korean companies will be able to successfully build platforms and lead the domestic or global ecosystems. It is time for research on platform promotion and regulation measures to promote platform creation and ecosystem leadership of Korean companies. In order to establish national platform policy, it is necessary to understand the characteristics of platforms and to understand the current status of their competition. Major keywords related to the characteristics of platforms include switching costs and multi-homing in the introduction stage, network effects and critical mass in the growth stage, ‘market for lemons’ in the reinforcement stage, two-sided market pricing in the harvest stage, and platform envelopment in the expansion stage. To overview the current status of platform competition at home and abroad, competition for platform leadership has virtually ended in some areas, but fierce competition for leadership is currently underway in many other areas. Taking into account different characteristics of platforms from general products and the current status of competition, we cannot be too cautious when establishing and applying platform policies. Looking at platform policies of other countries, the platform anti-trust bill package was proposed in June 2021 in the United States. Representative bills include American Choice and Innovation Online Act, Ending Platform Monopolies Act, Platform Competition and Opportunity Act, and Augmenting Compatibility and Competition by Enabling Service Switching Act. Representative bills announced in Europe include the Digital Market Act and the Digital Service Act. In Korea, various platform-related bills such as the Online Platform Fairness Act and the Online Platform User Protection Act have been proposed. Although regulations on platforms are generally tightened at home and abroad, it seems that platform policies should be established in consideration of national interests of our country. Considering overseas policy trends and interviews with platform policy experts, this study proposes the following policies. First, it is necessary to support platform companies to solve problems such as conflicts with professionals and consideration for the vulnerable so that they can overcome barriers to entry into the market. Second, in order for platform companies to secure a large number of high-quality participants, different requirements should be identified according to the type and situation of platform workers and solved through social dialogues. Third, in order for platform companies to revitalize ecosystems and transactions, institutional mechanisms should be prepared to make it difficult for platforms to favor their products in sectors with weak market competition, and autonomous regulations should be encouraged in sectors with strong market competition. Fourth, platform companies should be given autonomy to determine appropriate fees, but the government can present guidelines if necessary. Fifth, platform companies should be allowed to acquire competitive startups except in hostile mergers and acquisitions of companies emerging as potential competitors in the existing business area. Sixth, in order to prevent reverse discrimination of domestic companies, regulations that are difficult to apply to overseas companies in reality should not be applied to domestic companies, but should also be applied to overseas companies if regulations are essential. Finally, the platform industry should be promoted by facilitating pilot projects, monitoring the effectiveness of data
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글로벌 주도권 확보를 위한 사물인터넷 플랫폼 전략(1차년도)
최병삼(Byong-Sam Choi),이제영(Jei Young Lee),이성원(Sung-Won Lee) 과학기술정책연구원 2016 정책연구 Vol.- No.-
The IoT (Internet of Things) is expected to be the Next Big Thing. The IoT connects humans and spaces with each other using ICT such as hardware, network, software, and Internet and creates added values by generating, sharing, and utilizing relevant data. The technologies necessary for implementation of IoT are products, communications network, and platforms. The technological characteristics of IoT are first, the IoT goods are not the products of completely new category but they are upgraded versions that added the value of existing products. Second, the principal means to upgrade the values of existing products is data. Third, the IoT goods are system goods that integrate various elements such as hardware, software, and network. Finally, the enterprises, which have all of hardware, software, and network necessary for provision of IoT solution, are hard to find. These elements are separately owned by manufacturers, communications service providers, and IT enterprises. The selection of high-tech products by consumers would be different from that of other products. For example, consumers use non-compensatory method where they first compare the evaluation criteria that should satisfy the minimum level (qualifiers) and then select the alternative after comparing the evaluation criteria where the satisfaction increases more at higher standard (order winners). By considering the technological and business characteristics of IoT, we might draw several implications. For example, the IoT goods are in competition with existing general goods and the consumers are highly likely to locked in existing product groups considering their replacement cycle. We evaluated the competitiveness of IoT ecosystems and draw several implications. For example, none of the IT enterprises, manufacturers, and communications service providers has complete set of essential elements necessary for IoT ecosystem configuration. However, IT enterprises such as Google have abundant experiences in creating and operating smart ecosystem through search engines and smart phones and they have higher competitiveness than manufacturers and communications service providers in terms of relationship with partners and developers, cooperation and competition with other ecosystems, and adaptation to external environments and evolution, etc. We can forecast the future of IoT markets (B2C) in 4 aspects such as market scale, market structure, leading enterprises, and core competences. First, the market growth in full scale will be delayed for considerable amount of time, and competition for dominant design will take place. Second, in expanded market space, the ecosystems led by multiple enterprises will compete in each detailed field of IoT. Third, due to the characteristics of IoT business that organizes integrated system and resolves the worries of customers, the global enterprises are in more advantageous position. Fourth, as for core competence, the enterprises, which can achieve the virtuous circle earlier than other enterprises in data analysis and artificial intelligence, will increase their leverages in various areas through such functions as voice recognition and self-driving, etc. Corporate strategies including “Reinforcement of ecosystem-creation type R&D”, “Making existing core competence a platform”, “Expansion of partner/developer network”, “Securing big data and artificial intelligence competences”, and government policies such as “‘Softening’ of public R&D”, “Use of public demand”, “Acceleration of cooperation between the nations and businesses”, “Reform of public resources system” are suggested.
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