Market entry strategy of service products in mobile commerce environment.

Market entry strategies of service products with quality differentiation in mobile commerce environment are studied. The game equilibrium results of simultaneous and sequential market entry strategies of service products are compared. The results show that service products with high-quality obtain high market price and profit than those with low-quality no matter what kind of market entry strategy is used; the strategy that service products with high-quality first enter the market is the best for two mobile operators in all strategies. With coefficient of network externality increasing, market price differentiation degree of service products is decreasing and share differentiation degree is increasing, price decreasing degree on low-quality service products is greater than that of high-quality ones in the best strategy. [ABSTRACT FROM AUTHOR]