Economics of public Wi-Fi monetization and advertising
Refereed conference paper presented and published in conference proceedings

替代計量分析
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其它資訊
摘要There has been a proliferation of public Wi-Fi hotspots that serve a significant amount of global mobile traffic today. In this paper, we propose a general Wi-Fi monetization model for public Wi-Fi hotspots deployed by venue owners (VOs), where VOs generate revenue from providing both the premium Wi-Fi access and the advertising sponsored Wi-Fi access to mobile users (MUs). With the premium access, MUs directly pay VOs for their Wi-Fi usage; while with the advertising sponsored access, MUs watch advertisements for the free usage of Wi-Fi. VOs sell their ad spaces to advertisers (ADs) via an ad platform, and share a proportion of the revenue with the ad platform. We formulate the economic interactions among the ad platform, VOs, MUs, and ADs as a three-stage Stackelberg game. By analyzing the equilibrium, we show that the ad platform's advertising revenue sharing policy affects a VO's Wi-Fi price but not the VO's advertising price. Moreover, we prove that a single term called equilibrium indicator determines whether a VO will fully rely on the premium access, or fully rely on the advertising sponsored access, or obtain revenue from both types of access. Numerical results show that the VO obtains a large revenue under a large advertising concentration level and a medium MU visiting frequency.
著者Yu H., Cheung M.H., Gao L., Huang J.
會議名稱35th Annual IEEE International Conference on Computer Communications, IEEE INFOCOM 2016
會議開始日10.04.2016
會議完結日14.04.2016
會議地點San Francisco
會議國家/地區美國
詳細描述organized by IEEE,
出版年份2016
月份7
日期27
卷號2016-July
國際標準書號9781467399531
國際標準期刊號0743-166X
語言英式英語

上次更新時間 2021-27-02 於 23:54