In the early days of Korea mobile telecom market, telecom companies have competed in price by subsidizing handset. And this enabled a rapid increase in total number of telecom service subscribers. As mobile telecom market is saturated, subscriber retention and transition are more important than the first-time purchase. Previous studies have used restricted demand models, which are irresponsive to competition and also lack consideration of subscriber transition and multi-month commitment. Thus it is necessary to study the optimal price path that maximizes the telecom companies’ profit and understand the relationship between the first-time purchase and subscriber transition. After examining the data from Oct. 1997 to Aug. 2000, it was shown that the optimal price path depends upon what environment the company faces. And when this optimal price was used, there was a considerable decrease in subscriber transition. This way we would be able to get an extra 100% profit compared to the current status.
한국의 이동통신 서비스 시장의 초기에, 이동통신 서비스업체들은 휴대전화 단말기 보조금을 지급하여 진입 가격을 낮추어주는 방식으로 경쟁하였고, 이를 통하여 급속한 가입자수 증가를 이루어냈다. 이동통신 시장이 포화되어감에 따라 가입자 유지와 가입자 전환이 중요해지고 있다. 기존의 연구들은 경쟁과 가입자 전환, 의무가입기간 등의 고려가 없는 제한된 모형을 사용해왔다. 따라서 본 논문에서는 이것을 고려하여 기업의 최적 가격을 결정하려고 한다.
