USING AN AGENT-BASED APPROACH FOR THE ANALYSIS OF COMPETITION DYNAMICS IN A MOBILE SERVICE MARKET

摘要

Mobile Service Markets (MSMs) are continually evolving due to introduction of new technology andgreater consumption needs of the consumer. This paper justifies why agent based modeling approachcan benefit analysis for competition elements in such a market where Mobile Service Providers (MSPs)frequently revise their plans. Artificial consumer and service provider agents are setup withheterogeneity in their preferences and behaviors. The conceptual model runs several scenarios to testa collection of hypothetical scenarios and produce results that explain emergent market outcome of thecompetition dynamics. The results depict first mover advantages and the effects of the network-effectswithin the consumer population. Additionally the findings show how sponsorship in mobile plans cancounter lock-ins. Limitations include omission of regulatory issues and usage of real data.