1. Unobserved preferences and dynamic platform pricing under positive network externality
- Author
-
Rauli Svento and Hannu Huuki
- Subjects
lanseeraus ,Computer science ,environmental effects ,consumer behaviour ,02 engineering and technology ,Network externality ,Operator (computer programming) ,Customer base ,environmental policy ,dynamic pricing ,pricing ,0202 electrical engineering, electronic engineering, information engineering ,Electricity market ,050207 economics ,sähkömarkkinat ,Function (engineering) ,media_common ,palvelut ,alustatalous ,Rational expectations ,demand side management ,launching (marketing) ,05 social sciences ,network externality ,customer orientation ,kuluttajakäyttäytyminen ,corporate strategies ,markkinointi ,ympäristövaikutukset ,Dynamic pricing ,kuluttajat ,Network effect ,Externality ,Information Systems ,Economics and Econometrics ,Computer Networks and Communications ,020209 energy ,media_common.quotation_subject ,hinnoittelu ,Demand side management ,privacy ,consumers ,Microeconomics ,asiakkaat ,energiamarkkinat ,0502 economics and business ,Unobserved preferences ,Service (business) ,customers ,unobserved preferences ,Service (economics) ,marketing ,consumer prices ,electricity market ,hinnat ,dynaamisuus ,prices - Abstract
We study the dynamic optimization of platform pricing in industries with positive direct network externalities. The utility of the network for the consumer is modeled as a function of three components. Platform price and participation rate affect the consumer’s decision to join the platform. The platform operator is assumed to know the consumer’s sensitivities with respect to these components. In addition, the consumer’s utility is a function of other attributes, such as network privacy policies and environmental effects of the service. We assume that the distribution of these unobserved preferences in the potential customer base is known to the platform operator. We show analytically how the unobserved preferences affect the dynamic platform price design. Both static and rational expectations with respect to the platform participation are presented. We simulate an electricity market demand side management service application and show that the platform operator sets low prices in the launch phase. The platform operator can set higher launching prices if it can affect customers’ preferences, expectations or adjustment friction.
- Published
- 2020