Conventionally, mobile network operators charge users for data plan subscriptions. To create new revenue streams, some operators now also incentivize users to watch ads with data rewards and collect payments from advertisers. In this work, we study two such rewarding schemes: a Subscription-Aware Rewarding (SAR) scheme and a Subscription-Unaware Rewarding (SUR) scheme. Under the SAR scheme, only the subscribers of the operators' existing data plans are eligible for the rewards; under the SUR scheme, all users are eligible for the rewards (e.g., the users who do not subscribe to the data plans can still get SIM cards and receive data rewards by watching ads). We model the interactions among a capacity-constrained operator, users, and advertisers by a two-stage Stackelberg game, and characterize their equilibrium strategies under both the SAR and SUR schemes. We show that the SAR scheme can lead to more subscriptions and a higher operator revenue from the data market, while the SUR scheme can lead to better ad viewership and a higher operator revenue from the ad market. We provide some counter-intuitive insights for the design of data rewards. For example, the operator's optimal choice between the two schemes is sensitive to the users' data consumption utility function. When each user has a logarithmic utility function, the operator should apply the SUR scheme (i.e., reward both subscribers and nonsubscribers) if and only if it has a small network capacity.
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'I Can't Even Buy Apples If I Don't Use Mobile Pay?': When Mobile Payments Become Infrastructural in China
Despite slow adoption in the US, mobile payments are thede facto solution for hundreds of millions of users in China for everything from paying bills to riding buses, from sending virtual "Red Packets'' to buying money-market funds. In this paper, we use the theoretical lens of infrastructure to study users' interactions with ubiquitous mobile payment systems in China, focusing on Alipay and WeChat Pay, the two dominant apps on the market. Based on data from a survey (n=466) and follow-up interviews (n=12) with users in China, we describe the diverse usage patterns across physical, social, and digital ubiquity, and a series of challenges people face. Reflecting on the lessons we learned from the Chinese case -- in particular, problems and pitfalls -- we discuss some implications both for design and for policy. Our findings have important implications for other countries that have been moving towards greater adoption of mobile payments.
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- Award ID(s):
- 1704087
- PAR ID:
- 10406429
- Date Published:
- Journal Name:
- Proceedings of the ACM on Human-Computer Interaction
- Volume:
- 4
- Issue:
- CSCW2
- ISSN:
- 2573-0142
- Page Range / eLocation ID:
- 1 to 26
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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