문자메시지(SMS)는 이동전화의음성통화를 얼마나 대체하는가?

초록

The purpose of this study is to find out empirically the relationship between voice telephony and short message service (SMS) in the Korean mobile telephony market. Empirical results show that the two services are substitutable in terms of market demand. The cross price elasticity of demand for voice telephony in the Korean mobile telephony market is 0.057. If the price of SMS decreases from 30 won to 10 won by 66.7% owing to the proactive support of the civil society organizations, the revenue of voice telephony market is expected to decrease by 3.8%. That is, if the price of SMS decreases drastically, the revenue of voice telephony market may decrease considerably. In the aspect of business strategies, because service providers in mobile telephony markets have to provide consumers with both voice telephony and SMS, they should take the possibility of carnivalization into consideration in the mobile telephony markets. In the aspect of regulation policies, the government authorities should take both mobile telephony price and SMS price into account simultaneously when they determine the price of mobile telephony.

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