2020-11-12 12:01:01
Two-sided markets and networks
A two-sided market features two distinct types of participants, and the involvement of each is necessary for the market to function effectively.
The business of debit and credit card payments, operated by American Express, MasterCard, and Visa, is a traditional two-sided market. For the payment instrument to be useful, on the one hand, consumers must carry a card in their wallet to be ready to use it at checkout. On the other hand, merchants must have terminals in place to accept a card instead of cash.
The more consumers and merchants use a specific card, the more willing are others to adopt this card. A network effect! In this case, itâs a two-sided network.
To encourage the adoption of payment cards by consumers and propel the network forward, banks and payment providers may choose to issue cards at no cost. With so many consumers enticed to sign up for that card, merchants would be happy to tap into this demand, obtain a terminal, and pay the processing fee for each transaction.
Two-sided markets are everywhere. Facebook is a two-sided market with users (not paying for the product with money) and advertisers. So is your local newspaper distributed for free. So is eBay, and Alibaba, and dating platforms. So are shopping malls.
A previous entry introduced my research paper, which, among other things, emphasized the importance of anchor tenants in shopping malls. An anchor tenant (i.e., a large store) shutting down makes the mall far less attractive to customers. Shopping is better elsewhere. This may launch a domino effect and push other stores to abandon this mall. Numerous dead malls illustrate that two-sided networks need care.
We engage in various networks (both regular and two-sided) all the time. Do what you can to make them stronger. Others will benefit, and so will you.
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