Marché et tarification des plateformes de vente d'applications mobiles comme marchés bifaces : analyse comparée France-Chine

Abstract : Mobile app is becoming an important mobile internet access channel. Three groups of end users affiliated with two Two-sided platforms in the mobile app market have attracted considerable attention. App store platform (App-store) is an app distribution platform connected with developers and users. App ad platform (Ad-store) supplies advertising services for advertisers through developers’ apps. Developers, users and advertisers are end users. Mobile app market is a complicated two-sided market. There are widespread and interactive network externalities. The study focuses on the pricing strategies for the app store platform. App-store shares paid app sales and in-app purchase revenues with developers. Ad-store shares in-app advertising revenues with developers. The App-store platform implements asymmetric pricing to developer side and user side. Developer side is the subsidy side as well as the revenue side for App-store platform. Mobile device purchasing cost constitutes a particular App-store platform pricing determinant. Membership fees are negligible in the mobile app market. Usage fee is workable. It is a duopoly in the mobile app market. Apple and Google are the two giants with distinct business models. Both Apple’s mobile device sales model and Google’s in-app advertising model are extremely successful. App-store, Ad-store and mobile devices are the three key profit makers in this market. Vertical integration inside this ecosystem will generate considerable revenues. Chinese users have higher price elasticity of demand and they are particularly sensitive to the app prices when compared with the French.
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Xiaodong Hai. Marché et tarification des plateformes de vente d'applications mobiles comme marchés bifaces : analyse comparée France-Chine. Economies et finances. Télécom ParisTech, 2014. Français. ⟨NNT : 2014ENST0001⟩. ⟨tel-01540962⟩

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