When Virtual Network Operator Meets E-Commerce Platform: Advertising via Data Reward

Qi Cheng, Hangguan Shan, Weihua Zhuang, Tony Q.S. Quek, Zhaoyang Zhang

研究成果: Conference contribution

摘要

In China, some e-commerce platform (EP) companies such as Alibaba and JD have been now allowed to partner with network operators (NOs) to act as virtual network operators (VNOs) to provide mobile data services for mobile users (MUs). However, it is a question worth researching on how to generate more profits for all network players after EP companies being VNOs through appropriate integration of the VNO business and the companies' own e-commerce business. To address this issue, in this work we propose a novel incentive mechanism for advertising via mobile data reward, and model it as a three-stage Stackelberg game. In Stage I, the NO decides the price of mobile data for the VNO; in Stage II, the VNO decides its data plan fee for MUs and the ad price for e-commerce merchants (EMs); in Stage III, the MUs make their own decisions on the data plan subscription and the number of ads to be watched, while the EMs decide the number of ad slots they buy from the EP. We obtain the closed-form optimal solution of the Nash equilibrium by backward induction. Simulation results show the impact of the system parameters on the utilities of game players and social welfare, and reveal that the solution can indeed lead to a quadri-win outcome in some cases. At the same time, we summarize some insights that have economic guidance.

原文English
主出版物標題2021 IEEE/ACM 29th International Symposium on Quality of Service, IWQOS 2021
發行者Institute of Electrical and Electronics Engineers Inc.
ISBN(電子)9781665414944
DOIs
出版狀態Published - 2021 六月 25
事件29th IEEE/ACM International Symposium on Quality of Service, IWQOS 2021 - Virtual, Tokyo, Japan
持續時間: 2021 六月 252021 六月 28

出版系列

名字2021 IEEE/ACM 29th International Symposium on Quality of Service, IWQOS 2021

Conference

Conference29th IEEE/ACM International Symposium on Quality of Service, IWQOS 2021
國家/地區Japan
城市Virtual, Tokyo
期間21-06-2521-06-28

All Science Journal Classification (ASJC) codes

  • 電腦網路與通信
  • 資訊系統與管理
  • 安全、風險、可靠性和品質

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