The Effect of Entry and Market Structure on Cellular Pricing Tactics

Abstract

We test the effect of entry on the tariff choices of incumbent cellular firms. We relate the change in the breadth of calling plans between 1996, when incumbents enjoyed a duopoly market, and 1998, when incumbents faced increased competition from personal communications services (PCS) firms. Entry by PCS competitors differed across geographic markets due to the number of licenses left undeveloped as a result of the bankruptcy of some of the auctions’ winning bidders and due to variation across markets in the time required to build a sufficiently large network of wireless infrastructure. We find that incumbents increased the number of calling plans more in markets with more entrants and that this effect is not explained by demographic characteristics of these markets or the geographic scope of the incumbents’ services.

Keywords: entry, market structure, cellular, price discrimination, nonlinear pricing, telecommunications

JEL Classification: L11, L13, L25, L96