Auctioning Bulk Mobile Messages

Abstract

The search for enablers of continued growth of SMS traffic, as well asthe take-off of the more diversified MMS message contents, open up forenterprises the potential of bulk use of mobile messaging , instead ofessentially one-by-one use. In parallel, such enterprises or valueadded services needing mobile messaging in bulk - for spot use or foruse over a prescribed period of time - want to minimize totalacquisition costs, from a set of technically approved providers ofmessaging capacity.This leads naturally to the evaluation of auctioning for bulk SMS orMMS messaging capacity, with the intrinsic advantages therein such asreduction in acquisition costs, allocation efficiency, and optimality.The paper shows, with extensive results as evidence from simulationscarried out in the Rotterdam School of Management e-Auction room, howmulti-attribute reverse auctions perform for the enterprise-buyer, aswell as for the messaging capacity-sellers. We compare 1- and 5-roundauctions, to show the learning effect and the benefits thereof to thevarious parties. The sensitivity will be reported to changes in theenterprise's and the capacity providers utilities and prioritiesbetween message attributes (such as price, size, security, anddelivery delay). At the organizational level, the paper also considersalternate organizational deployment schemes and properties for anoff-line or spot bulk messaging capacity market, subject to technicaland regulatory constraints.

Keywords: Mobile commerce, multi-attribute auctions, MMS, SMS, EMS

JEL Classification: M, L96, D44