Optimal Front Page Advertising
We consider a model of an on-line software market, where an intermediary distributes products from sellers to buyers. When products of sellers are vertically differentiated, an intermediary, earning a proportion of sales, has an incentive to hide the worse product on the second page, and only keep the better product on the front page: that weakens the competition, allowing the seller with the better product to charge a higher price. With heterogeneous visiting costs to the second page, the platform's revenue might improve, but the outcome will become socially suboptimal.
Platforms as key players in multi-sided markets do not turn out to be the latest phenomenon in the economy. However, rapid development of digital technologies and widespread Internet access have raised a question on the need to determine their subject area, as well as the effects of their emergence and functioning. Platforms emerge in multi-sided markets, they link two or more groups of users, build their business models on network effects, and use non-neutral price structure to attract more users on both sided. Platform can connect different groups of users whose interaction with one another raises positive (consumers, producers, government) and negative (advertisers and platform users) indirect network effects. At the same time, connecting advertisers to the platform may, on the one hand, be associated with the fact that advertisers may assume that the viewers of the advertisement will make a purchase one day. On the other hand, viewers of the advertisement can watch it due to the Arrow information paradox. This paper while determining the characteristics of players in multi-sided markets proposes an approach to analyzing their coordination and distribution effects. The variance in the estimates of these effects may be associated with a disparity of distributional effects valuations, and, apart from this, it may be bounded to the interval of the study. These estimates are important in the light of a widespread debate in the academic and decision-making community on the need of changes in competition law enforcement regarding regulation of platforms.
Today we see the great interest to the field of Software Ecosystems that have been related to products, community of developers around a product and gives the certain advantages to the platform owners and participants of the ecosystem. Mobile healthcare ecosystems – is a new trend, especially in Russia. Nonetheless many big companies see great potential in building the interface between healthcare and the mobile industry. The paper provides a step towards better understanding of background, examples and opportunities for further development of mobile healthcare ecosystems in Russia and all over the world.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.