가계통신비의사회경제적가치분석과주요통계관리

Transcription

1 가계통신비의사회경제적가치분석과주요통계관리

2

3 1..,, IT.. 27 OECD. 29 OECD....,..

4 2...,,,.. 1 ( ), 2, (, ), 3 (,,, ), 4 (,, ), 5 ( ).,

5 , (2 )

6 (Conjoint Analysis)

7 UN OECD COICOP (Communications) (25=1) ( ) 89

8 (29 3 ) KT QOOK&SHOW SK T Zone EU EU ( ) ( ) 126

9 ( ) ( ) ( ) ( ) SMS ( ) SMS ( ) SK.5KB SK 3G KT.5KB KT 3G LG.5KB LG Verizon Wireless Verizon Wireless Nationwide Plan AT&T T-Mobile USA Web2go O2 Bolt-on Vodafone Vodafone T-Mobile 146

10 NTT DoCoMo KDDI au SoftBank SK SK KT KT LG LG , , OECD OECD 17

11 : (part-worth) (importance) / : (part-worth) (importance) / (25 =1)

12 (B2C) ( 99 8 ) EBS ( ) (G4C) OECD MOU SMS (, ) NTT DoCoMo Pake-hodai double (1Mbps/s) kbit/s Mbit/s Mbit/s 172

13 ,.,... 2, ,.

14 12 2, 1,,.. UN OECD,,. UN OECD,,,.,.,,.., , , , , %

15 13, % %.7%p , 97.5%., % % 9.7%p.,,, % %, %, 26.3%

16 14.., ,.,,. 3 1.,.. 2 3, 2

17 /. /. Choice Based Conjoint(CBC)., 3%, 15%, 6%, 2%. 1 89%, 1 11%.,. (1), (2), (3) /, (4), (5) 5

18 16. (individual level) (part-worth) (importance). (43%) (34%). (11%), / (9%), /(3%),.,.. (individual base) 81,418.,.,.,, (outlier)..,,. 2 11, (1%), (95%), / (93%), (82%)

19 17.,/,(72%), (71%)., 1 (43%), / (23%), (15%). 1 3% 3 29%, 5 61% 4. (1), (2), (3) /, (4) /, (5), (6) 6. (individual level) (part-worth) (importance). /(25%), (2%), (18%), / (18%), (11%). (8%).. / 3 4 / ,843, / 21,124, / 14,322, 13, ,911, 2 67,622, 5 55,747.,,

20 18...,.,,...,.,. 3,,,.,.,,.,,.,,

21 19,.,,.,,. 4 1 : SMS OECD,, , OECD 2%. KT Standard Tariff(1/2 discount on-net) 29 1 OECD ( ). KT Standard Tariff(1/2 discount on-net) OECD OECD OECD., (RPM: Revenue per minute) USD PPP.95 OECD 83% , (2 ), (3 ),

22 2 (3 ).,,,. 2 :.,,,,., OECD., OECD.. SMS.,,,..,..,, Verizon Wireless.

23 21 3 NTT, KDDI, KT Teligen T-Basket, OECD 3 7, 8, 19. OECD, OECD., SOHO OECD 3 6, 16. SOHO OECD.,, OECD. USD.85 OECD 15 1.,,, OECD. 5.

24 22.,.,..,...,..,. OECD. OECD OECD..

25 OECD 4.5% OECD

26 , ,.

27 2, 25 2, 1 1.,,,. = ( : ),, ( : MOU),...,,... 1) 1 1), 1),,,,,

28 26 2 1,,, (ADSL,, ) :, :,, : 1588, ARS,,,,, :,, ( ) :,,, :,, :,, :, :,, () :, :,, :,,, : :, :,,,, : 1. 2., : (25), p.296.,,,, ( )

29 2, 27.,. 2) 2 1.,,,,.,,.,,.. 3). 2) 4) UN 1993 (System of National Account: SNA). 5),,,,,,,,,,, 12.,.,,, TV,,, TV 2) (25), ) (ILO), (, ( 4) (25), 1. 5)

30 28.,. UN 1993, UN OECD.. UN OECD UN OECD, IMF 1993, UN OECD COICOP(Classification of Individual Consumption According to Purpose) COFOG(Classification of the Functions of Government) COPNI(Classification of the Purpose of Non-Profit Institutions Serving Households) COPP(Classification of the Outlays of Producers According to Purpose),,,, (,, ), (. ),,,,,,,, :, ( (Classification of Individual Consumption According to Purpose,, COICOP). COICOP 6),,. COICOP 12

31 2, 29,. 2 3,,. 2 3 COICOP (Communications) (Postal services) (Telephone and telefax equipment) (Telephone and telefax services) : UN(2),, (Payments for the delivery of letters, postcards and parcels) (private mail) (parcel delivery) :,, :,,,,, : PC ( ),,,,, (information transmission services), (Internet connection services),, :,,. Housing Utilities, Fuels and Public Service,. 7) (residential telephone/pay phone) (cellular phone service) 6) OECD, Glossary of Statistical Terms( 7) Bureau of Labor Statistics(28), 74.

32 3 (pager services) (phone cards). (Office for National Statistics) 21 2 COICOP. (communication) 2 4,. (Internet subscription fees). 2 4 (Postal services) (Telephone and telefax equipment) (Telephone and telefax services) : Office for National Statistics(29), 8.,, (telephone account) telephone coin and other payments (mobile phone account) (mobile phone-other payments).,. 8) 2 5,,,.,. 8) (27)

33 2, , ISDN PHS PHS ( ) : (27),,,, UN/OECD,. UN OECD

34 32,,..,. 2.,,... IPTV. IPTV., ) 9) ( ),

35 2, 33,. 28 9,, 22, 23..,. 7 (,,,,,, ),. 1) ( + ),. 2 8, () () (, ) 1) (28a), 3.

36 34 : (28c), 1. 5, (,,,,,, ) 2,. 2,. 1 26, 23.., ,198, % 5,62, % 1,241,14 7.8% 5,242, % 215, % 712, % 515,39 3.2% 1,699,17 1.7% 15,887,128 (1%) : 25, 1% : 1. (26) 2.,, (25) (1%)

37 2, , 22, : (28b) 23. ( 9 1 ) ,. A B [] B [] A / 29

38 36, : : ILO (1995) 1 : (29), 1. : ( ) ( ) : COICOP(OECD, UN, ILO, 1999), , %. 28, , , %, % %.7%p. 11) 11)

39 2, : 29 1 ( ) :, (2, ). 1 12) 27 28, (:, %) Q Q 131,48 132, , ,256 13,884.17% 2.51% 132, , , , ,3.51% 2.14% 13, , ,882 13, ,917.24% 3.28% 134, ,16 137,99 136, ,25.46% 3.83% 134,15 135, , , ,178.83% 2.99% 135, , ,85 133, ,91.3% 5.18% 12) 1 2, %

40 (1 ) Q Q 144,83 142, , ,451 13, % 3.51% 138,65 14, , , , % 2.% 151, , , ,87 126, % 5.84% N/A 48,696 49,487 49,89 44,895.81% 1.1% N/A 62,68 62,178 63,54 61, % 2.68% N/A 38,234 4,661 41,448 34, % 16.25% N/A 52,29 53,145 53,549 47,7.76% 1.92% N/A 65,74 64,885 66,1 62, % 4.72% N/A 41,257 44,23 44,896 37, % 16.88% N/A 119,83 119, , , % 3.15% N/A 125,73 128, ,21 123, % 1.85% N/A 11,994 11,15 15,985 1, % 5.43% N/A 122, ,2 119, , % 4.32% N/A 127,698 13, , , % 2.9% N/A 116, ,875 11,27 12, % 6.63% : ( ) Q N/A: :, ( ) 2 27.

41 2, (1 ) Q 7 8 (%p) (:, %p) 8 9.1Q (%p) 7.% 6.8% 6.7% 6.3% 6.1%.4%.2% 6.9% 6.7% 6.6% 6.1% 5.9%.5%.2% 7.2% 7.% 6.8% 6.7% 6.6%.1%.1% 7.% 6.8% 6.6% 6.3% 6.%.3%.3% 6.9% 6.7% 6.5% 6.% 5.8%.5%.2% 7.2% 6.9% 6.8% 6.6% 6.5%.2%.1% 7.2% 7.% 6.9% 6.2% 6.%.7%.2% 7.1% 7.% 6.7% 5.9% 5.7%.8%.2% 7.4% 7.% 7.1% 6.6% 6.5%.5%.1% N/A 6.8% 6.3% 5.9% 5.4%.4%.5% N/A 7.4% 6.7% 6.4% 5.9%.3%.5% N/A 6.1% 5.9% 5.5% 5.%.4%.5% N/A 7.1% 6.6% 6.1% 5.5%.5%.6% N/A 7.7% 7.% 6.5% 6.%.5%.5% N/A 6.4% 6.2% 5.6% 5.1%.6%.5% N/A 6.8% 6.6% 6.3% 6.1%.3%.2% N/A 6.7% 6.6% 6.2% 5.9%.4%.3% N/A 6.9% 6.7% 6.5% 6.4%.2%.1% N/A 6.8% 6.6% 6.2% 6.%.4%.2% N/A 6.7% 6.5% 6.1% 5.8%.4%.3% N/A 6.9% 6.7% 6.5% 6.3%.2%.2% : ( ) Q N/A: 4. %p %, % :, ( )

42 4 3. (2 ) ,.8%. 4.7%,.6%,,, ,479 (4.5%) 78,644 (9.%) 24,699 ( 9.8%) 21,559 (1.9%) 6,532 (3.5%) 496 ( 22.4%) 259 ( 2.6%) 292 ( 41.6%) 133,11 (.5%) 81,477 (3.6%) 22,236 ( 1.%) 21,547 (.1%) 6,596 (1.%) 692 (39.5%) 261 (.8%) 291 (.3%) 135,4 (1.5%) 85,393 (4.8%) 2,677 ( 7.%) 21,497 (.2%) 6,555 (.6%) 467 ( 32.5%) 29 ( 19.9%) 242 ( 16.8%) 138,458 (2.5%) 91,894 (7.6%) 18,387 ( 11.1%) 21,88 (1.8%) 5,386 ( 17.8%) 468 (.2%) 212 (1.4%) 232 ( 4.1%) 136,79 ( 1.3%) 94,487 (2.8%) 17,79 ( 7.1%) 22,9 (1.%) 2,358 ( 56.2%) 325 ( 3.6%) 172 ( 18.9%) 199 ( 14.2%) (:, %) 4 8.8% 4.7% 8.8%.6% 22.5% 1.% 9.7% 9.1% : ( ) (Compound Annual Growth Rate) :, (2, )

43 2, 41, ,35, 94,487 (69.1%), 22,9 (16.2%), 17,79 (12.5%). 28, 97.5%., % % 9.8%p.,,. 2 2 : ( ) 2. :, (2, ) %. 12

44 42 4.8%, (25=1) / : :, (25=1), % (5.3%), (56.1%), LM(5.3%),,, LM, %, 26.3%.

45 2, /4 1% % % % % % % % % % % % % LM 5.3% % % % : 1., (25=1), 2., ( ) 3...

46 IPTV,... 2,,,

47 2, ,,..

48 ,,,..,....,,...,.

49 ,, , ) )

50 48 /. 14) (master sample).,,. 95% ±3.5% )

51 ,852 28, ) 7% ( ), 2% IPTV 12%. 19,369, 12,81, IPTV 11, ).. (conjoint analysis) ( 15)., % 16)

52 5 ) (attribute) (utility),. (1994),.. (part-worth).,. = (reservation price) Jedid and Zhang(22),. (27).,,,,, 44,6.. : Choice Based Conjoint(CBC) Analysis. (full profile method), (self explicated conjoint approach),

53 3 51 (hybrid conjoint analysis), (adaptive conjoint analysis, ACA), choice based conjoint analysis (CBC). 17) choice based conjoint analysis(cbc). CBC 2 (choice set) CBC. CBC.,. ( : (27)) CBC,,.. (attribute) (level) CBC (attribute) (level).,. 6.. (range of levels) (number of levels). 17) ( )

54 52.. Green and Srinivasan(199) (attention)., ) 3G 52% 2G. 29%. 2 47% % 44%

55 , % ), 3%, 15%, 6%, 2%. / /, 5 12% 2 43%, / / 5 7%, 2 32%. 1 89%, 1 11%.,

56 ). (1), (2), (3) /, (4), (5) 5.

57 ( ),,.. /,,.. 3%, 1%,, 1%..

58 통화가능정도 이동전화를이용한오락기능 모바일뱅킹 / 모바일쇼핑기능 ( 예 : 계좌이체, 주식거래, 공연티켓예매, 소액결제등 ) 모바일인터넷 ( 네이트, 준, 매직엔, 쇼, 오즈 ) 을통한정보검색기능 ( 예 : 위치 / 교통정보, 뉴스, 지식검색서비스등 ) 월이용요금수준 ( 현재이동전화월평균이용요금대비 ) A 어디서나음성통화 + 문자메세지가능 휴대폰자체 (MP3, 게임, 카메라 ) 오락기능 + 무선인터넷접속을통한게임 / 음악다운로드, 폰꾸미기가능 가능 불가능 1% 저렴 (-1%) B 어디서나음성통화 + 문자메세지 + 영상통화가능 휴대폰자체 (MP3, 게임, 카메라 ) 오락기능가능 ( 무선인터넷접속불가능 ) 불가능 가능 1% 추가 (+1%) 2) (individual level) (part-worth) (importance) 18). 18) Utility- Utility, %

59 3 57 (43%) (34%). (11%), / (9%), /(3%),. 3 8 : (part-worth) (importance).. 3G,...

60 /,. 2 13% 1%. /.. /. 3) 19) 19)

61 3 59 ( 3 1 ). (individual base) 81,418.,.,.,, (outlier). 3 1 속성수준 Total 통화가능정도 이동전화를이용한오락기능 2 대 3 대 4 대 5 대서울인천 / 경기 대전 / 충청 지역 광주 / 전라 대구 / 경북 부산 / 울산 / 경남 (8) (198) (233) (244) (125) (189) (244) (72) (72) (86) (137) 지정된장소에서만음성통화가능 ( 문자메세지불가능 ) 어디서나음성통화가능 ( 문자메세지불가능 ) 25,135 39,99 25,57 18,413 15,2 25,272 29,268 26,417 19,462 19,289 23,565 어디서나음성통화 + 문자메시지가능 47,842 75,7 45,87 37,124 28,428 46,212 55,187 51,428 35,32 41,42 45,971 어디서나음성통화 + 문자메세지 + 영상통화가능 46,62 74,668 44,618 35,165 28,165 45,952 53,232 48,887 33,843 4,132 45,254 불가능 휴대폰자체오락기능가능 9,381 14,64 9,979 6,656 6,165 8,921 1,369 7,57 7,449 6,92 11,778 휴대폰자체오락기능가능 + 무선인터넷접속을통한게임 / 음악다운, 폰꾸미기가능 연령 13,923 21,84 13,896 1,294 8,575 13,65 15,666 12,736 9,87 1,78 17,17 모바일뱅킹 / 모바일쇼핑기능 불가능 가능 14,99 1,645 16,814 15,774 16,425 13,358 14,794 19,796 13,694 11,98 17,163 모바일인터넷을통한정보검색기능 불가능 가능 4,744 5,363 3,917 4,919 4,965 4,478 5,364 6,3 5,396 3,26 3,955 이동전화서비스효용가치추정 81, ,512 8,434 68,111 58,393 77,112 91,12 89,99 64,28 66,36 84,259.

62 6,,. 2 11, / (64,28 ) / (66,36 ). 47,842 / 14, (1%), (95%), / (93%), (82%)., /, (72%), (71%).,, /,,.,.., 1 (43%), / (23%), (15%). 1 3% 3 29%, 5 61% 4.

63 , (67%) (4%) 28% 12% %, 3 87%, 4 95%, 5 97%. / 2 59%, 3 37%, 4 2%, 5 17%. /. / 5. 2

64 ). (1), (2), (3) /, (4) /, (5), (6) 6.,,,,,, /. IPTV. /

65 3 63,. %. (calculation cost)

66 상대방과의소통정도 인터넷을통한오락기능 ( 예 : 게임, 영화보기, 음악듣기, 실시간 TV 시청등 ) 인터넷뱅킹 / 인터넷쇼핑기능 ( 예 : 계좌이체, 주식거래, 쇼핑, 티켓예매등 ) 인터넷을통한정보검색 / 교육학습기능 ( 예 : 뉴스 / 지식검색, 맛집정보, 원격강의, E-learning 등 ) 커뮤니티활동 ( 예 : 카페, 블로그, 미니홈피, 여론참여등 ) 월이용요금수준 ( 현재초고속인터넷월용요금대비 ) A 이메일 + 쪽지 + 채팅 + 메신저 + 화상 / 음성통화가능 게임 + 영화보기 + 음악듣기 + 실시간 TV 보기 (IPTV) 가능 둘다가능 불가능 가능 3% 저렴 (-3%) B 이메일만가능 불가능 인터넷뱅킹만가능 ( 인터넷쇼핑불가능 ) 가능 불가능 동일수준 선택해주세요 2) (individual level) (part-worth) (importance). /(25%), (2%), (18%), / (18%), (11%). (8%).

67 : (part-worth) (importance), /

68 66 / 3 4 / ) 2) ( 3 17 ). 64,843, / 21,124, / 14,322, 13, )

69 ,911, 2 67,622, 5 55,747. //. 5.,,...,.,,.,...,.,.

70 % 8 5.7% 3.6%p,.,,, (: %) ( 95 ) : 1. 2 ( ) 2. 23, 1963 :.,.,.

71 3 69,,. 95 8,.,,,., (25 = 1) : :, (25 = 1) 5 (Consumer Price Index, CPI) (CPI = 1),,.

72 7.,. 2.. KISDI (29),.,,, ,,,,, (HTS) /

73 3 71.., 28 5, (:, ) : 1. 17, 2 2., 3. : (29) KISDI (29) 83% %,.

74 : Base:, N = 663 : KISDI (29).,.,. 1) 28,, % 5, ,243, 22 8, %, 23.1%..,.

75 % 28 3,171, 22 6,919, 7,156, , 5% ,75, 3,412,, , ,. 2) PC, PDA 21). 28 1, %, 42.% 1, %..,., 21) (29)

76 74,., SKT KT LGT IC 8 / 8 / 8 / VM 1, / (8 + 2 ) 9 / 1, / (8 + 2 ) : 1. IC : (IC) 2. VM: : %, 159, 1,57 95,. 95 1,1, 2,26,, 56. 5% 1, , ,,

77 ) (Home Trading System, HTS) (HTS). KISDI (29) 23%,. 28 KRX(Korea Exchange) 2,131, 1,595, 81%, 19%. 22) 29 1 (HTS) 48.82%, 81.21%..2.5%,. 3 4 (: %) HTS : : (29a) PDA %, 2.14% ) (29b)

78 %, 2.46%.,.., 4, 5,...,. 1) 3 21 (B2C) (: 1 ) : (B2C), 28 (B2C) 11 6,6

79 %. KISDI (29) 8 95%, : KISDI (29) 3(1.9 ), (7.4 ) (9.3 ). 89%, 72% 1 2%.,.

80 78 2) /, % %, % %. ARS % 1.3% ( 99 8 ) : (29).. 1)

81 3 79,., 77%. 8 11%, 29%. 252, %. 86% : KISDI (29) 15, 1, 18. 2) ,577, 4, %.

82 8, 25. KISDI (29), 55%.. (152 ), %. 1, 17%, %, 25% : KISDI (29) 76% 8%.

83 3 81,. 3) KISDI (29).., ,922 2%. 23, 2% (:, %) : (29b),.

84 82. 1) (portal site).,. KISDI (29)., 77% /, : KISDI (29),. 11 IT IDC % 2,348.,

85 ) EBS 24 1, EBS (: ) : 28 EBS 284, 2 1. KISDI (29). 31%, 3,421..

86 : KISDI (29). EBS. 3),,,.,.,. 28 2, 15

87 , 28 8, ( ) (: ) : :,. 4) (G4C) , ,487, 22, 28.

88 ,. 5 7, 28 1, (G4C) (: ) : ( G4C ARS, ATM, 23), ().

89 %, %. ARS, ATM., 27 1, %, 1, % (:, %) :. 3., 23) (

90 88,,,.,,.,.,,.,,,.,,.,,.

91 OECD (Low), (Medium), (High) OECD T-Basket. OECD T-Basket, T- Basket. SMS, MMS. 4 1 ( ) SMS( ) MMS( ) 3 (44 ) (114 ) (246 ) 55 1 : Teligen(26), p.7 peak, off-peak, peak

92 9 off-peak. 4 2 Peak off-peak 48% 25% 27% 5% 24% 26% 6% 19% 21% : Teligen(26), p.7. ML, ML, MM, MM, 24). SMS 65% : 35%. 4 3 ML ML MM MM 15% 7% 48% 22% 8% 14% 7% 48% 24% 7% 13% 7% 47% 26% 7% : Teligen(26), p.7 (call duration).. 24) ML: (Mobile) (Land), MM:, MM :

93 ML/ MM MM : (minutes) : Teligen(26), p.8 OECD Teligen DB. Teligen DB OECD 3 1, 2. Teligen (,, ), 3., SMS 5% : Teligen(26), p.8

94 KT Prepaid, 17,174. OECD , OECD OECD 2% SKT Family, 29 1 KT Standard Tariff(1/2 discount on-net) , ,715, OECD Q 29.1Q 29.2Q 29.3Q KT, Prepaid 17, OECD 122% 132% 151% 148% SKT, Family KT, Standard Tariff(1/2 discount on-net) 28,496 25, OECD 16% 13% 122% 116% KT, 5 Hours KT, Standard Tariff(1/2 discount on-net) 41,462 35, OECD 1% 91% 112% 15% : PPP : Teligen(28), Teligen(29)

95 KT 5 Hours 41,462, 29 1 KT Standard Tariff (1/2 discount on-net) 35, OECD 29 1 OECD. OECD SIM Teligen DB,.. 2.., (RPM: Revenue per minute). (ARPU: Average revenue per units) (MOU: Minutes of use).. PPP.95 OECD 83.%.

96 PPP (USD) (USD) RPM RPM MOU( ) OECD % 55.1% 157.% : 1. OECD,,, N/A 2. RPP 3. MOU 2 3% 4. PPP CPL(Comparative price levels) 28 6 PPP 28 8 : Merrill Lynch(29)

97 OECD 4 7. OECD,. ( i-, SMS ). SMS ( / ) ( / ) (/ ) 44 7( 3 ) ( 14 ) 16, ( 27 ) : (29),,,,,,, % % 15.% 19.6% 19% 25% 1% : (29), p.2

98 (29 3 ) () () () () () (: ) ( ) (29 3 ) (29) (28 3 ) : 1.,, IMF Representative Exchange Rates for Selected Currencies for March OECD PPP : (29), p.2,.,,,. 25)..,.. 25) 19

99 : (29), p : (29), p.16.

100 98 (VoD ). 4 3 : (29), p.16. () (NTT) (Verizon) S, i % (, ) M, 1, i- L, (), i- Nationwide Basic Family SharePlan 7 (minutes) 1 Nationwide Select Family SharePlan 7 (Nation) 1 Nationwide Basic Family SharePlan 7 1

101 4 99 () (Verizon) (Vodafone) (Orange France) (T-Mobile) (Telia Sonera) (SK) Nationwide Connect Family SharePlan 7Minutes(Nation) 1 Nationwide Basic Family SharePlan 7 1 Anytime( 1, SMS5 ) Anytime( 3, SMS ) Mobile Internet and Pack( ) Initial( 3 ) Original star 1, option SMS/MMS 3 Origami zen 2 Original star 3, option SMS/MMS 12 Origami zen 2( ) Relax6 Relax6, Messaging M, Data5 Relax24, Messaging L, Web n walk HandyFlat Telia Mobil Prata på Telia Mobil Max 25 + Mobilsurf Bas Telia Mobil Prata på Telia Mobil Max 25, Mobilsurf Alltid Telia Mobil Prata på New save New save, Data35 General, SMS, Data Safe : : (29), p.18

102 1 4..,... 2G, 3G GSM, CDMA. GSM SIM, CDMA SIM.,. EU-15,,,, EU,,.,,.. OECD.., MOU SMS OECD. MOU, 32 OECD MOU , SMS,.

103 OECD MOU SMS (, ) : Merrill Lynch(29), Ovum(29). OECD..,.

104 12 / /.,. (27 7 ), (28 4 ), (28 5 ).. KT,. KT QOOK&SHOW (FMC: Fixed Mobile Convergence). WiFi. 4 1 KT QOOK&SHOW i- i- i- i- 35, 45, 65, 95, SMS/LMS 18 /1 3 /1 18 /1 3 /1 18 /1 3 /1 15 /1 3 / Data 1MB 5MB 1,MB 3,MB 21% 23% 28% 42% VoIP : KT(29) AP, VoIP, 13 /1, 39 /3 SK T-Zone (FMS; Fixed Mobile Substitution).

105 SK T Zone 13 /1 T Zone 2, VoIP 39 /1 T Zone VoIP 18 /1 : SK(29) LG LG LG 21 1 FMC.... PPP PPP. PPP. PPP ). 1) (international mobile roaming) 26) ITU(28), KPMG(28), OECD(29)

106 14,. (outbound), (inbound)..,,,,, 2). (IOT; inter-operator tariff),., /,, (,, )..

107 A B B A B A 3 A B C A B B + [B ] + B + + B + + A + + B + + C + + B : : ITU(28), p.7 / EU ( ) * * * ( ) 14. : * : ITU(28), p.8

108 16,, ) 5. GSMA 1 OECD. 3% 17%. 33% % 33% 3% 1% 17% : OECD(29), p.19,.. IOT

109 4 17. (internalization) 23 (MNO). (steering) MNO., MNO IOT. MNO FreeMove, Starmap, Bridge Alliance IOT., MNO. 25 Vodafone Vodafone Passport. 27 Hutchison 3 3 Like Home. Vodafone Hutchison 3 MNO. IOT. (localization) MVNO IOT. MNO MVNO global-mvno. Global-MVNO MNO, MVNO,.

110 18 Eurotariff. IOT. 4), (ACPs; Alternative Calling Procedures).. SIM SIM WorldSIM SIM.,, 55., (itemized billing) (call forwarding) (call recording). SIM SIM SIM..,.. Devicom MyCosmik.

111 4 19 SIM SIM..,. Global SIM Global SIM. Global SIM (callback). 7 9%. Global SIM.,. Global SIM.., SIM 2 SIM Wi-Fi. CallGSM Global roaming phone 2 SIM. Skuku SIM USB VoIP. Wi-Fi, Wi-Fi

112 11 Wi-Fi VoIP.., ArrivedOK SMS SMS SMS. SMS.,,, PC.. (Iridium),. 5),,. (Double taxation),. (reverse engineering data).

113 OECD.,,... OECD. (25%) (18%)... GSMA. OECD.,. OECD 21.

114 (%) SIM SIM 1 2 EU / / EU, 36 : OECD(29), pp /.

115 IOT. OECD IOT USD ,. IOT EU SIM EU AUD SIM EU AUD % EU.. 3, 2. SIM,,,. SIM 1%. 1 2%. 5,, 4%.

116 114 EU,..,,,, peak/off-peak,,,,.. 6). (Liberalization of international gateways). AREGNET(Arab Regulators Network). GSM 2 5%. 25%.

117 4 115.,., ( ), GDP, GNI.,...,.. SIM VoIP.,.. 1),,,,.

118 (No direct regulation) (Wholesale regulation only) (Retail regulation only) (Combination of both) : ITU(28) (inter-operator tariff; IOT) (No direct regulation)...,.,.. 8 9%,.,.,., water bed.

119 ,.,....., EC. EC.,. EC. (Wholesale regulation only). (IOT),..

120 water bed : ITU(28), p (Retail regulation only). (margin squeeze).. EC ,. : ITU(28), p.12 1., (margin squeeze)

121 4 119 (Combination of both), : ITU(28), p ) EU EU 27 Regulation No. 717/27.. EC. 26

122 12,. 26 EC., (MTR; mobile termination rate) (proxy). 3%. MTR EU (EC ) ( ) 3 2 MTR 3 MTR 2 MTR + 3% 3 3 MTR + 3% 3, 28, 26 (1, 2, 3) 49, 46, 43 (1, 2, 3) 1 MTR + 3% 24, 22, 19 (1, 2, 3) : , : ITU(28), p.15 EU.., SMS, MMS, SMS. EU, 28,,. 3) EU

123 (ARENET; Arab Regulator s Network) 26 6, 2% 1,% ,.., 3 ( 5%, 4%, 3% )., ( 5%, 4%, 3% )., 3%.,,, ) 1.5; 1.4; 1.3 2) 1.5; 1.4; 1.3 2) 1.3 : 1. ( ). 2.,,. : ITU(28), pp.2

124 122.. ACCC(Australian Competition & Consumer Commission) 25. ACCC,..,. ACCC (, 4 ). (, ),

125 GSM CDMA.. 7., 5. KT.. 27) 1) OECD OECD 28 9 ( ) (EEA) ( : ) SMS 4 SMS 27) OECD(29)

126 124, SMS, peak/off-peak peak 3 ( : ) 2) 1: OECD 3, USD USD 1.56.,,,,,,,,., EEA, 9 EEA USD ,,,.

127 ( ) 31 (EEA ) 1 EEA Korea 1.56 Korea 1.94 Japan 2.65 Japan 2.8 Switzerland 2.69 Norway 3.17 Australia 2.9 Australia 3.39 Norway 3.17 Sweden 3.46 Sweden 3.46 Switzerland 3.84 New Zealand 3.59 Israel 4.24 Canada 3.69 New Zealand 4.49 Israel 3.71 Canada 4.54 Greece 4.57 Greece 4.57 Denmark 4.6 Denmark 4.6 United States 5.16 Poland 5.63 Poland 5.63 United States 6.2 United Kingdom 6.12 United Kingdom 6.12 Czech Republic 6.73 Czech Republic 6.73 Netherlands 6.77 Netherlands 6.77 Hungary 6.92 Hungary 6.92 Turkey 6.96 Mexico 7.9 Finland 8.5 Finland 8.5 Ireland 8.55 Turkey 8.39 Mexico 8.65 Ireland 8.55 Iceland 8.75 Iceland 8.75 Portugal 9.13 Portugal 9.13 France 9.16 France 9.16 Germany 9.18 Germany 9.18 Spain 9.97 Spain 9.97 Belgium 1.9 Belgium 1.9 Italy 1.76 Italy 1.76 Austria Austria Luxembourg Luxembourg Slovak Republic 13.2 Slovak Republic 13.2 Average 6.76 Average 6.96 : OECD(29), p.47

128 ( ) 31 (EEA ) 1 EEA Iceland 3.28 Iceland 3.28 Ireland 3.31 Ireland 3.31 Hungary 3.51 Hungary 3.51 Finland 3.54 Finland 3.54 Denmark 3.67 Denmark 3.67 Norway 3.8 Norway 3.8 Germany 3.83 Germany 3.83 Sweden 3.84 Sweden 3.84 Luxembourg 3.87 Luxembourg 3.87 Poland 3.88 Poland 3.88 Spain 3.88 Spain 3.88 Slovak Republic 3.9 Slovak Republic 3.9 Greece 3.93 Greece 3.93 Netherlands 3.97 Netherlands 3.97 Belgium 3.99 Belgium 3.99 Portugal 4.1 Portugal 4.1 United Kingdom 4.11 United Kingdom 4.11 France 4.13 France 4.13 Austria 4.31 Switzerland 4.21 Switzerland 4.39 Mexico 4.28 Italy 4.48 Austria 4.31 Czech Republic 4.56 Australia 4.37 Turkey 5.5 Canada 4.4 Canada 6.29 Italy 4.48 United States 6.34 Korea 4.53 Australia 7.28 Czech Republic 4.56 New Zealand 7.73 New Zealand 4.72 Korea 7.86 Turkey 4.75 Japan 8.1 Japan 4.87 Israel 8.34 Israel 5.39 Mexico 8.48 United States 5.49 Average 4.91 Average 4.16 : OECD(29), p.48

129 , 3 USD 3.28.,,,,, USD %. EEA USD : OECD 3 USD 7.79.,,,,,,,,. 1 EEA USD ( ) 31 (EEA ) 1 EEA Switzerland 3.75 Mexico 3.89 Mexico 4.32 Belgium 4.76 Belgium 4.76 United Kingdom 5.6 United States 5.16 Poland 5.63 Korea 5.41 Ireland 5.74 United Kingdom 5.6 Korea 5.98 Poland 5.63 United States 6.2 Ireland 5.74 Sweden 6.5 Canada 6.8 Czech Republic 6.73 Japan 6.1 Japan 6.77

130 (EEA ) 1 EEA Sweden 6.5 Netherlands 6.83 Czech Republic 6.73 Canada 6.89 Netherlands 6.83 Hungary 6.92 Hungary 6.92 Norway 7.19 Turkey 6.96 Switzerland 7.4 Australia 7.16 Denmark 7.44 Norway 7.19 Australia 7.68 Denmark 7.44 Finland 8.5 Finland 8.5 Luxembourg 8.32 Luxembourg 8.32 Turkey 8.39 Iceland 8.75 Iceland 8.75 Portugal 9.13 Portugal 9.13 France 9.16 France 9.16 Germany 9.18 Germany 9.18 Spain 9.97 Spain 9.97 Italy 1.76 Italy 1.76 New Zealand Austria Israel New Zealand Austria Greece Greece Israel Slovak Republic 13.2 Slovak Republic 13.2 Average 7.79 Average 8.16 : OECD(29), p.49,,,,,,,.

131 ( ) 31 (EEA ) 1 EEA Norway 4.47 Norway 4.47 Luxembourg 4.74 Luxembourg 4.74 Iceland 4.83 Iceland 4.83 Switzerland 5.1 Finland 5.8 Finland 5.8 United Kingdom 5.49 United Kingdom 5.49 Sweden 5.52 Sweden 5.52 Netherlands 5.59 Netherlands 5.59 Ireland 5.64 Ireland 5.64 Germany 5.94 Germany 5.94 Denmark 6.4 Denmark 6.4 Hungary 6.15 Hungary 6.15 Austria 6.23 Austria 6.23 Switzerland 6.42 Slovak Republic 6.48 Slovak Republic 6.48 Turkey 6.51 Greece 6.6 Greece 6.6 United States 6.66 Spain 6.81 Spain 6.81 United States 6.82 Canada 7.1 Belgium 7.8 Belgium 7.8 Canada 7.13 New Zealand 7.8 Poland 7.26 Korea 7.9 Portugal 7.27 Poland 7.26 France 7.4 Portugal 7.27 Italy 7.72 France 7.4 Australia 8.17 Italy 7.72 New Zealand 8.77 Australia 7.99 Czech Republic 8.77 Japan 8.23 Korea 9.3 Turkey 8.35 Japan 9.38 Czech Republic 8.77 Israel 9.8 Israel 9.18 Mexico 11.4 Mexico 9.9 average 6.86 average 6.74 : OECD(29), p.5

132 13 3: 3, USD 4.49,,,,,. EEA 3 USD ( ) 31 (EEA ) 1 EEA Korea 1.36 New Zealand 1.74 New Zealand 1.74 Korea 1.78 Switzerland 1.96 Hungary 2.3 Hungary 2.3 Greece 2.7 Australia 2.45 Iceland 2.92 Greece 2.7 Israel 3.16 Israel 2.73 Australia 3.17 Iceland 2.92 Luxembourg 3.23 Luxembourg 3.23 Turkey 3.3 Turkey 3.3 Poland 3.3 Poland 3.3 Norway 3.58 Norway 3.58 Slovak Republic 3.62 Slovak Republic 3.62 Japan 4.2 Japan 3.7 Switzerland 4.13 Netherlands 4.21 Netherlands 4.21 Belgium 4.3 Belgium 4.3 France 4.4 France 4.4 Portugal 4.42 Portugal 4.42 Sweden 4.45 Sweden 4.45 United Kingdom 4.73 United Kingdom 4.73 Czech Republic 4.99 Czech Republic 4.99

133 (EEA ) 1 EEA United States 5.16 Ireland 5.47 Ireland 5.47 Germany 5.97 Germany 5.97 Finland 5.99 Finland 5.99 United States 6.2 Canada 6.4 Austria 6.61 Austria 6.61 Canada 6.75 Denmark 7.12 Denmark 7.12 Italy 7.93 Mexico 7.9 Mexico 8.65 Italy 7.93 Spain 9.97 Spain 9.97 Average 4.49 Average 4.65 : OECD(29), p.51,,,,,,,,, ( ) 31 (EEA ) 1 EEA Switzerland 2.68 United Kingdom 3.16 United Kingdom 3.16 Germany 3.19 Germany 3.19 Italy 3.19 Italy 3.19 France 3.2 France 3.2 Netherlands 3.22 Netherlands 3.22 Spain 3.26 Spain 3.26 Belgium 3.32 Belgium 3.32 Iceland 3.32 Iceland 3.32 Greece 3.38 Turkey 3.35 Ireland 3.43

134 (EEA ) 1 EEA Greece 3.38 Switzerland 3.45 Ireland 3.43 Hungary 3.48 Hungary 3.48 Luxembourg 3.5 Luxembourg 3.5 Sweden 3.5 Sweden 3.5 Denmark 3.51 Denmark 3.51 Finland 3.57 Finland 3.57 Norway 3.57 Norway 3.57 Austria 3.67 Austria 3.67 Australia 3.69 Portugal 3.91 New Zealand 3.69 Slovak Republic 3.92 Portugal 3.91 Czech Republic 4.2 Slovak Republic 3.92 Poland 4.18 Canada 3.96 Canada 4.32 Japan 3.99 United States 4.48 United States 4.2 Australia 4.56 Czech Republic 4.2 New Zealand 5.4 Poland 4.18 Japan 5.9 Turkey 4.42 Korea 5.48 Israel 4.66 Israel 5.53 Korea 4.67 Mexico 6.14 Mexico 5.2 Average 3.88 Average 3.71 : OECD(29), p.52. USD , USD , USD

135 4 133 SMS OECD SMS 1 USD.55. USD.21,,,,. 1 USD SMS ( ) 31 SMS (EEA ) 1 EEA SMS Korea.21 Korea.18 Switzerland.34 Switzerland.34 France.36 France.36 Finland.37 Finland.37 Ireland.37 Ireland.37 Turkey.38 Turkey.38 Australia.41 Poland.41 Poland.41 Denmark.43 Denmark.43 Israel.45 Israel.45 Sweden.46 Sweden.46 Australia.46 New Zealand.46 New Zealand.46 United Kingdom.47 United Kingdom.47 Czech Republic.47 Czech Republic.47 Canada.48 Canada.48 Germany.5 Germany.5 Austria.51 Austria.51 Hungary.52 Hungary.52 United States.55 Mexico.53 Slovak Republic.58 United States.55 Norway.58 Slovak Republic.58 Luxembourg.6 Norway.58

136 SMS (EEA ) 1 EEA SMS Mexico.6 Luxembourg.6 Portugal.61 Portugal.61 Belgium.64 Belgium.64 Iceland.65 Iceland.65 Netherlands.7 Netherlands.7 Greece.8 Greece.8 Italy.91 Italy.91 Japan 1.8 Japan 1.8 Spain 1.11 Spain 1.11 Average.55 Average.55 : OECD(29), p.53,,,,,,, SMS ( ) 31 SMS (EEA ) 1 EEA SMS Luxembourg.49 Japan.4 Poland.49 New Zealand.46 United Kingdom.49 Canada.47 Hungary.49 United States.47 Ireland.49 Mexico.49 Slovak Republic.49 Luxembourg.49 Finland.49 Poland.49 Norway.49 United Kingdom.49 Germany.5 Hungary.49 Belgium.5 Ireland.49 Iceland.5 Slovak Republic.49 Switzerland.5 Finland.49

137 SMS (EEA ) 1 EEA SMS Greece.5 Norway.49 Netherlands.5 Germany.5 Czech Republic.5 Belgium.5 France.5 Iceland.5 Italy.5 Greece.5 Turkey.51 Netherlands.5 Sweden.51 Czech Republic.5 Denmark.51 France.5 Portugal.51 Italy.5 Austria.51 Sweden.51 United States.52 Turkey.51 Spain.52 Korea.51 Canada.52 Denmark.51 Japan.54 Portugal.51 Australia.55 Australia.51 New Zealand.56 Austria.51 Israel.59 Spain.52 Korea.61 Switzerland.52 Mexico.61 Israel.55 Average.52 Average.5 : OECD(29), p.54 SMS SMS, OECD ) SK SK 4 3.,

138 SK.5KB : : SK(29) WML,XHTML (Text,, ) (,, ),,, 2, GVM SK-VM Virtual Machine Flash,,, 2, VOD/ MOD MPEG4, WAVELET ( ) (PDA ) SK 4 31 (29 11 ) ,5.

139 SK 3G ( ) ,5 Nate June Data 1, 1MB 15, 5MB 19, 2GB DATA 35 3,5 7, DATA 7 7, 21, Nate June CP,, ( ), ( 2 ).2 /.5KB PC ( ) (: Data 35(1%), Data 7(2%)) (, ) : 1..5KB 4.5/1.75/.9/1.5 (/// ) WCDMA, CDMA 2 1X EV-DO, (1 15/11/7 (/ /)) : SK(29)

140 138 KT KT 4 32., KT.5KB m-html Mobile Explorer (Text,, ) CP URL CP/SP BREW, JAVA, MAP VOD.45 MPEG4 VOD , (PC, PDA, ) ( Proxy 1.3 /.5KB Proxy 6.5 /.5KB ) : 5 9 5% ( ) : KT(29) KT 4 33 (29 11 ).

141 KT 3G SHOW i SHOW SHOW SHOW SHOW SHOW 5 SHOW 14, 26, 2, / 1 5, 2, 1, 5, 1, : 1.3 /.5KB VOD :.45 /.5KB, VOD : 1.3 /.5KB 1GB 24 : 1.3 /.5KB VOD :.45 /.5KB 75% ( ) 2,5 7,5 5, 2, 3, 9, 5,5 22, 3,5 1,5 1, 5, VOD.12 /.5KB :.5KB 3.5/2.1/.3/1 (/ 5, /VOD / ) (5, ) 1, 3, 1GB 2,5 7,5 5, 2, 3, 9, 5,5 22, 3,5 1,5 1, 5, : 1.,.5KB 4.55/1.75/1.3/.45 (// /VOD ) 2. : KT(29)

142 14 LG LG 4 34., LG.5KB : : LG(29) HDML WML ez-i ez-i,,, 2, Java Virtual Machine,,, 2 VOD/ MOD MPEG4 http (, (Active x,, ) ) PCS ( ) (, PDA ) LG 4 35 (29 11 ).

143 LG ( ) OZ OZ 8,5 / 1,5 1, / 24 3, 1, 6, 1GB : OZ, 3 1, / 1 MP, 8 /4 ez-i/oz Lite( /) ez-i ez-i 6% (29,5 ), () ez-i.5/kb (25, ) ez-i GB : 1.,.5KB 5.2/2./1.4/.25 (// /) CDMA 2 1X, (1 15/11/7 (//)) : LG(29) 2) Verizon Wireless Verizon Wireless, PDA.

144 Nationwide Plan Verizon Wireless 1.99/MB Nationwide Plan 5/ 1.99/MB Nationwide Plan : Verizon Wireless ( Nationwide 9 Connect, $ , SMS/MMS, Verizon Wireless Nationwide Plan Basic Select Connect Premium 45 $39.99 $59.99 $69.99 $ $59.99 $79.99 $89.99 $ ,35 $79.99 $99.99 $19.99 $ $99.99 $ $ $ $1.99/MB $1.99/MB SMS $.2/ MMS $.25/ Vcast, VZ navigator : Verizon Wireless ( PDA, Blackberry, Nationwide Plan.

145 4 143 AT&T AT&T PDA, iphone. 1MB $2. Data Unlimited $15. Message & Data Unlimited $ PDA, Blackberry AT&T ( ) PDA/Blackberry Personal $35. ($3.) PDA/Blackberry Personal + tethering $65. ($6.) 5GB $.48/KB $.195/KB $.195/KB SMS/MMS $5(2 ), 15(15 ), 2() : 1. P2P, 2. : AT&T ( iphone $3, SMS $.2. T-Mobile USA T-Mobile USA PDA. 4 39,.

146 T-Mobile USA Web2go Web Text (T-mobile Shadow) Unlimited Web $9.99 T-mobile Phone (T-mobile Shadow) Unlimited Web + $19.95 Unlimited Messages T-mobile Smartphone(or Blackberry, G1, Sidekick) Unlimited Web T-mobile Smartphone(or Blackberry, G1, Sidekick) Unlimited Web + Unlimited Messages : T-Mobile USA ( $24.99 $34.99 Smartphone, Blackberry, G1, Sidekick PDA, Blackberry,. 3) O2 O O SMS, Bolt-on Bolt-on. 4 4 O2 Bolt-on O2 Web Bolt on O2 Web and Wi-Fi Bolt on MB Wi-Fi Hotspot : 1. Web Bolt on 2MB (fair use policy) 2. : O2 UK (

147 4 145 Vodafone Vodafone Vodafone 5p a day Value pack Flexi pack 5p/ MB 5MB Pay as you go 5MB () : Value pack Flexi pack : Vodafone UK ( 4 42, Vodafone ( ) ( ) SMS( ) , : Vodafone live!. 15MB 1, MB 2 : Vodafone UK (

148 146 T-Mobile T-Mobile T-Mobile Web n walk day pass Web n walk 5day pass Web n walk 7.5 monthly option 1/ 2.5/ / 2MB ( ) 1GB ( ) : T-Mobile UK ( Fair use policy: 4MB 4MB 1 : 2 : 3 : P2P, VoIP, Fair use policy: 4MB/1 4MB ( ) P2P, VoIP, Fair use policy: 1GB/ 4MB ( ) P2P, VoIP, 4) NTT DoCoMo NTT DoCoMo Byte.

149 NTT DoCoMo i-mode PC, PDA ( ) 1 ( ) i-mode 3 Pake-hodai double : :.2 15 :.2 6 :.1 2 :.5 2 :.2 FOMA.2 /1 MOVA 1.3, 1.2 i : 4,2 i + : 5,7 PC, PDA + : 13, Data Plan SS 1,8.1 Data Plan SS Value 1,1 Data Plan S Packet Plus 2,9 Data Plan S Value 2,2 Data Plan M Packet Plus 5,2 Data Plan M Value 4,5 Data Plan L Packet Plus 7,4 Data Plan L Value 6,7 Data Plan LL Packet Plus 13,9 Data Plan LL Value 13,2.5 : 12.8MB(5 ).2 : 57.6MB(9 ).15 : 153.6MB(1.8 ).12 : 32MB(3 ) : 1. 1 = 128Byte Value : NTT DoCoMo ( Pake-hodai double, 372 5,7.8 / 1, 5,7.2 /1. Pake-hodai double.

150 NTT DoCoMo Pake-hodai double KDDI au KDDI au KDDI au EZ-Web EZ WIN Plan EZ multi Plan ( ) 3 1 ( ) (1AM 5PM) 1:.2 1: ,72 EZ-Web& 4,2 + : 5,7 PC, PDA + : 13,

151 4 149 ( ) 1 ( ) 1,.8 2,.5 : 1. 1 = 128Byte 2. : KDDI au ( 12,5, 4,5, , NTT DoCoMo Pake-hodai double. SoftBank SoftBank S! Basic Pack. S! Basic Pack SoftBank S!Basic Pack ( ) 1 ( ) S!Basic Pack SoftBank 3G(X),, PCSite, PCSiteDirect :4,2 PC Site : 5,7 PC Site Direct : 9,333

152 15 ( ) 1 ( ) S : 4,2 PC Site : 5,7 PC Site Direct : 9,333 SoftBankX, iphone3g,, PCSite, PCSiteDirect : 5,7 : 1. 1 = 128Byte 2. 3., S, S! Basic Pack : SoftBank Mobile ( S! Basic Pack ). 3.,.., (, ) ( )

153 4 151., ( ) ( ) 1 PPP,., % 3% 48% 31%, /1/25/5/1/25/5MB, 1GB 1/2/3/4/5MB PPP, OANDA, PPP

154 OECD Teligen T- Basket. 2) SK SK, G SK (MB) DATA35 3,5 2 DATA7 7, 6 1 1, , , 2,48 : : SK(29) 1KB ( ) 9. (8.1) 9. (7.2) 9. (.4) 9. (.4) 9. (.4) 3.5 (3.15) 3.5 (2.8) 3.5 (.4) 3.5 (.4) 3.5 (.4) 1.8 (1.62) 1.8 (1.44) 1.8 (.4) 1.8 (.4) 1.8 (.4) (:, MB) 3. (2.7) 3. (2.4) 3. (.4) 3. (.4) 3. (.4) DATA35 DATA7 3,5, 7, 7, 21,., DATA35 DATA7 1%, 2%,. 1/15/19 1,, 15,, 19, 1MB, 5MB, 2GB.

155 4 153,..2 /KB. SK MB DATA7, 1 1MB MB 15, 1GB 19. DATA. 4 5 SK (: ) 5MB 1MB 25MB 5MB 1MB 25MB 5MB 1GB DATA35 14,757 32,594 86,16 175, , ,775 1,78,631 3,649,96 DATA7 7,7 2,93 68, ,772 36, ,98 1,574,741 3,236, , 11, 11, 11, 11, 78, , , ,5 16,5 16,5 16,5 16,5 16,5 16,5 252, ,9 2,9 2,9 2,9 2,9 2,9 2,9 2,9 : DATA35, 5MB. = (A + B) (1%) = (3,5 + 9,916) 1.1 = 14,757 (A) = 3,5 (B) = a + b + c + d = 9,916 (a) = [5MB (1.9MB)] % 8.1 /KB = 4,565 (b) = [5MB (1.9MB)] 124 3% 3.15 /KB = 296 (c) = [5MB (1.9MB)] % 1.62 /KB = 2,435 (d) = [5MB (1.9MB)] % 2.7 /KB = 2,621

156 154 Data35 (MB) 3,5 7, 1KB ( ) (8.1) (3.15) (1.62) (2.7) (1.9MB) (= 7, [(4.5/.5) 18% + (1.75/.5) 3% + (.9/.5) 48% + (1.5/.5) 31%]) KT KT, G KT (MB) SHOW 5, (2.28) SHOW SHOW 5 1, 17 1, 18 SHOW i 14, SHOW 26, 1KB ( ) 9.1 (9.1) 7. (7.) 3.5 (.88) 3.5 (3.5) 4.2 (4.2).9 (.23).24 (.24).6 (.6).9 (.9) 3.5 (.88) 3.5 (3.5) 3.5 (3.5) 3.5 (3.5) 3.5 (3.5) (:, MB) 75% / // : 1. SHOW, (, ) 2. : KT(29)

157 4 155 SHOW 5, 2,, 75%. SHOW 1, 5,,., 1, 5,. SHOW 5,, 1, 5,. SHOW i 14, ( ). SHOW 26,, VOD., KT (: ) 5MB 1MB 25MB 5MB 1MB 25MB 5MB 1GB SHOW SHOW SHOW 5 5,5 9,18 22,95 45,91 91,82 229,54 459,8 94,48 11, 11, 22, 11, 11, 33, , , ,934 1,59,869 3,138,323 SHOWi 23,944 32,487 58,119 1, , , ,774 1,765,159 SHOW : 34,711 4,821 59,154 89,77 15, , ,672 1,28,75 KT MB 5MB SHOW, 25MB

158 156 SHOW, 5MB SHOW.. KT 1GB 11, SHOW, (, ). LG LG, , 1,, 6%. 29,5, 29,5. OZ 6, 1GB. 25, 25,, 2GB LG LG (MB) 3, (4.16) OZ 6, 1,24.5 (.5) : : LG(29) 1KB ( ) 4. (1.6).5 (.5) 2.8 (.83).5 (.5).5 (1.26).5 (.5) (:, MB) 6% (29,5 ) (25, )

159 4 157 LG MB OZ, 1MB OZ LG (: ) 5MB 1MB 25MB 5MB 1MB 25MB 5MB 1GB 5,986 13,72 32,45 32,45 32,45 32,45 32,45 32,45 OZ 6,6 6,6 6,6 6,6 6,6 6,6 6,6 6,6 :, i-mode, ez-win plan, S! Basic Pack NTT DoCoMo KDDI au Pakehodai double (MB) KB.64 (5.7.16) (:, MB) i : 4,2 i + : 5,7 PC, PDA + : 13, EZ-Web& 4,41 + : 5,985 PC, PDA + : 13,65

160 158 KDDI au Softbank (MB) 1KB 1, 19.64, 2, , : 4,2 PC Site : 5,7 PC Site Direct : 9, : 5,7 : 1. i-mode, ez-win plan, S! Basic Pack 2. : MB KDDI au NTT DoCoMo KDDI au Softbank (: ) 5MB 1MB 25MB 5MB 1MB 25MB 5MB 1GB Pake-hodai double 5,328 79,214 8,827 8,827 8,827 8,827 8,827 8,827 38,315 8,827 8,827 8,827 8,827 8,827 8,827 8,827 17,513 17,513 8,827 8,827 8,827 8,827 8,827 8,827 3,984 3,984 3,984 3,984 8,827 8,827 8,827 8,827 53,832 8,827 8,827 8,827 8,827 8,827 8,827 8,827 48,184 8,827 8,827 8,827 8,827 8,827 8,827 8,827 : 1. i-mode, ez-win plan, S! Basic Pack 2.

161 4 159, 25 5MB KDDI au. 1MB 6., PPP PPP MB KT SHOW 5,5, 1MB LG OZ 6, (: PPP) 5MB 1MB 25MB 5MB 1MB 25MB 5MB 1GB SKT KT LGT DATA35 14,757 32,594 86,16 175, , ,775 1,78,631 3,649,96 DATA7 7,7 2,93 68, ,772 36, ,98 1,574,741 3,236, , 11, 11, 11, 11, 78, , , ,5 16,5 16,5 16,5 16,5 16,5 16,5 252, ,9 2,9 2,9 2,9 2,9 2,9 2,9 2,9 SHOW SHOW SHOW 5 5,5 9,18 22,95 45,91 91,82 229,54 459,8 94,48 11, 11, 22, 11, 11, 33, , , ,934 1,59,869 3,138,323 SHOWi 23,944 32,487 58,119 1, , , ,774 1,765,159 SHOW 34,711 4,821 59,154 89,77 15, , ,672 1,28,75 5,986 13,72 32,45 32,45 32,45 32,45 32,45 32,45 OZ 6,6 6,6 6,6 6,6 6,6 6,6 6,6 6,6

162 16 5MB 1MB 25MB 5MB 1MB 25MB 5MB 1GB NTT DoCoMo KDDI au Softbank : Pake-hodai double 26,666 41,972 42,826 42,826 42,826 42,826 42,826 42,826 2,31 42,826 42,826 42,826 42,826 42,826 42,826 42,826 9,279 9,279 42,826 42,826 42,826 42,826 42,826 42,826 16,417 16,417 16,417 16,417 42,826 42,826 42,826 42,826 28,523 42,826 42,826 42,826 42,826 42,826 42,826 42,826 25,53 42,826 42,826 42,826 42,826 42,826 42,826 42,826 3), 4 58,.,. 4 58, KB SKT KT LGT NTT DoCoMo KDDI au Verizon Wireless : 1.9 i-mode(foma) 2, i-mode(mova) 2, EZWINPlan 2, EZMultiPlan 2, (: PPP)

163 4 161 PPP PPP Verizon Wireless. 3 NTT DoCoMo. KDDI, KT. 4 59, (: PPP) 1MB 2MB 3MB 4MB 5MB SKT 4,226 8,453 12,679 16,96 21,132 KT 3,551 7,11 1,652 14,22 17,753 LGT 4,882 9,763 14,645 19,527 24,49 NTT DoCoMo KDDI au Verizon Wireless : 11,694 23,389 35,83 46,778 58,472 i-mode(foma) 13,836 25,53 37,225 48,919 6,614 i-mode(mova) 19,683 37,225 54,766 72,38 89,85 EZWINPlan 13,836 25,53 37,225 48,919 6,614 EZMultiPlan 17,929 33,716 49,54 65,291 81,79 1,9 3,8 5,699 7,599 9, ,,, OECD (incumbent operators),...

164 162 (incumbent operators) 5., (installation) 2.,, OECD,., (Peak time), (offpeak time),. (selective discounts) SOHO 1 1, SME 3 3. SME () 3 1 US$.,, : Teligen(26), p.6..,. //, SOHO(Small Office Home Office).,. (//)

165 , 6, %, %, 3 5%. 4 6 OECD SOHO SME : Teligen(26), p.2. 6 (1%) 1,2 (1%) 2,4 (1%) 1,8 (1%) 2,8 (1%) 456 (76%) 9 (75%) 1,56 (65%) 1,26 (67%) 2,16 (72%) 114 (19%) 276 (23%) 744 (31%) 522 (29%) 56 (2%) 3 (5%) 24 (2%) 96 (4%) 72 (4%) 224 (8%) : 15: 2: 3: 11: (: %) 15: SOHO SME SOHO SME

166 164 Peak off-peak SOHO SME : Teligen(26), p (26km ) (26km ) 11: 15: 2: 3: 11: 15: SOHO SME SOHO SME SOHO SME Peak off-peak SOHO SME : Teligen(26), p.5.

167 ) 6 KT Standard, PPP USD OECD 3 7, OECD (USD ) 8.%. 1,2 KT Standard. USD OECD 3 8, OECD (USD ) 78.9% OECD (: USD PPP, %) OECD KT, Standard % KT, Standard % KT, Standard % : Teligen(29) 2,4 KT Standard. USD OECD 3 19, OECD (USD ) 14.1%. 2) 1,8 SOHO KT Standard. SOHO PPP USD OECD 3 6, OECD

168 166 (USD 74.75) 55.6%. 2,8 KT Standard. USD 23, OECD 3 16, OECD (USD 29,739.64) 8.2% OECD (: USD PPP, %) OECD SOHO KT, Standard % 29, KT, Standard 23, % : Teligen(29) 2..,, OECD. OECD DSL,, DSL//FTTH ( 1Mbps)

169 PPP USD.85 OECD USD (1Mbps/s) (: USD PPP) : 28 1 : OECD broadband portal(29)., IPTV 256 2,48Kbit/s USD ,.

170 (: USD PPP) : 28 9 : OECD(29a), p Mbit/s IP. OECD USD 42.8 USD 4 8 (: USD PPP) : 28 9 : OECD(29a), p.282

171 USD USD 35.9 OECD 84% Mbit/s.,,. OECD PPP USD (: USD PPP) : 28 9 : OECD(29a), p Mbit/s OECD PPP USD 75,.

172 (: USD PPP) : 28 9 : OECD(29a), p OECD 1. 2km. 64Kbit/s, 2Mbit/s, 34Mbit/s., 34Mbit/s 45Mbit/s.75(=34/45) OECD 2km 2km 5km 1km 2km 5km OECD 1 35% 2% 15% 2% 5% 5% : Teligen(26), p.9

173 xdsl.. 2km 2km 2km. /. USD Teligen DB.. (64Kbit/s) OECD USD PPP 5, ,., kbit/s (: USD PPP) : OECD,,,,, : Teligen(29) (2Mbit/s) OECD USD PPP 23,39 56,42 OECD

174 Mbit/s (: USD PPP) : OECD,,,, : Teligen(29) (34Mbit/s) OECD USD PPP 123,454 26,218 OECD Mbit/s (: USD PPP) : OECD,,,,,,,, : Teligen(29)

175 ,.,..,....,.

176 174,...,..,. OECD.. OECD OECD..

177 175,, e, EBS, ( (1994),, ( ),, :, ( ( ( (27),, ( ( ( (25), (26), 25 ( ) (28a), (28b), (28c), (29), 29-11,,, IDC(29), IT Opportunity in Dot com Industry 21,

178 176 (29a), 28,, (29b), 28, (29), 28,, (25), (29), 28,, (29a), 28, (29b), 29,, G4C SK(29), WCDMA ( ) KISDI (29),,,, KT(29), WCDMA (29. 9 ) LG(29), ( ) AT&T ( Bureau of Labor Statistics(28), Consumer Expenditure Survey Anthology Green, P.E., and Srinivasan, V.(199). Conjoint analysis in marketing: New developments with implications for research and practice. Journal of Marketing, 54 (October), ITU(28), International Mobile Roaming Regulation-An Incentive for Cooperation, 8th Global Symposium for Regulators, Pattaya, Thailand, March 28. Jedid and Zhang(22), Augmenting Conjoint Analysis to Estimate Consumer Reservation Price, Management Science, Vol. 48 No.1, pp KDDI au ( KPMG(28), Report of findings on: International Mobile roaming charges, June 28. Merrill Lynch(29), Gobal Wireless Matrix, 13 April 29.

179 177 NTT DoCoMo ( O2 ( OECD(29a), OECD Communications Outlook 29. (29b), International Mobile Roaming Charging in the OECD Area, 19 May 29., Glossary of Statistical Terms( Office for National Statistics(29), Correction Notice: Family Spending and Family Expenditure Surveys SoftBank Mobile ( T-Mobile UK ( T-Mobile USA ( Teligen(26), OECD Telecom Price Benchmarking Baskets 26 (28), T-Basket (29), T-Basket Verizon Wireless ( Vodafone UK ( UN(2), Statistical Papers, Series M No.84 (29), 2. (27), (19 1)

180 178 1 (Conjoint Analysis) 1. (conjoint analysis) ( ) (attribute) (utility),. 197,. (concept),,,,,.,, Procter & Gamble, Xerox, Levi Strauss, Marriott McKinsey, Boston Consulting Group. 198,.,.., choice-based conjoint. choice-based conjoint.

181 179.,,. choice-based conjoint.,., (, Green and Srinivasan 1978, 199),.,,.. 2 (traditional full-profile conjoint analysis)., (ParT-Worth Function Model), (Vector Model), (Ideal Point Model). 3 ACA(Adaptive Conjoint Analysis) CBC(Choice-Based Conjoint). 28) ) 2 (1994), pp

182 18 2. : (traditional full-profile conjoint analysis),.. (part-worth).,., = ,.(.) 1. :,, 2. (km/l): 1, 15, 2, (.),,,.

183 181.,,,..., A B. A(, 1km/1) = + 1km/l = 43 + = 43 B(, 2km/l) = + 2km/1 = + 17 = (arbitrary)

184 182,.,,, (43 = 43) (26 = 26) 1.5 (43/26 = 1.5). 43, 26,. (constant)., (( )/3 = 23) , ( ).

185 183,., 5, 1.. (attribute importance). =,. % 43 64%(43/67 = 64%) 24 36%(24/67 = 36%) 67 1%,. 5 1,..,., 25(km/l) 35(km/l),.,.

186 184. 1,.. S km km? (rating scale). (traditional full-profile conjoint analysis) (profile), ( 1 ). 29). 29)..,. (inter-temporal reliability).

187 ? 81 (= ). (factorial design),. 3) 81, ,?,,. fractional factorial design. (.2.2 ),. fractional factorial design (atlases) ( : Addelman 1962) ( : Bretton- Clark s Conjoint Designer). 3). (multicollinearity).

188 186 2 () l l l l l l l l l : ),., (dummy variable) 31) fractional factorial design 18.

189 187. 2, ( : 1 ) () VARI VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR l 1 l l l l 3 2 l l l l l 3 3 l l l l l 1 l l 1 1 l 1 1 l 1 l l l l 1 1 l l l 1 l l 1 1 l 1 l ) 32), (normality). (standard error). LINMAP,

190 Dependent variable: 1 VAR1 Variable Coefficient Standard Error t-test Signif P-value a VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR N N N Y Y Y N Y N The critical t-value from the table (alpha =.5) = 2.36 R-Squared =.924 R-Squared adjusted =.847 R =.961 Std. dev. of regr. = F-test = p-value =.1 F value from table(alpha =.5) = 3.44 Observations = 17. Degrees of freedom for numerator = 8, for denominator = ,, MONANOVA, PREFMAP Nonmetric., Nonmetric (predictive validity).(green and Srinivasan(1978), p.114) Nonmetric. Nonmetric., Nonmetric. LINMAP. Green and Srinivasan(1978), pp

191 189 ( 2 ),., 2, 2, 1,,, ( )., 7, 9, , 8 (parameter) (VAR3). 8 9

192 19., ). (vector model) (ideal-point model) (constraint)., ( 2, 2, 1 ), 2 2, , (flexible functional form). (part-worth function model)., (parameter).,, (predictive validity),. 33).. 4., (aggregate)., (power).. (, ), 17 9.

193 191.,.,,. (linear) (vector model). (, ) VAR4 VAR5 VAR6 VAR7 () *() 1= 17= (Km) ()

194 192 (, 9, 6km ) , (VAR4, VAR5) (VAR6, VAR7),., = 1.25 * ( ) = 1.25 * (). 34) 6 ( ) Dependent variable: 1 VAR1 Variable Coefficient Std. Error t-test Signif P-value a VAR4 VAR5 VAR6 VAR7 RENT DIST The critical t-value from the table (alpha =.5) = R-Squared =.872 R-Squared adjusted =.796 R =.934 Std. dev. of regr. = F-test = 11.4 p-value =.1 F value from table (alpha =.5) = 3.22 Observations = 17 Degrees of freedom for numerator = 6, for denominator = 1 Y Y Y Y N N Y ) ( 1.25).

195 193, 7 9, 2.5 (= ). 3., (, km) 6km, 7.5(= ). 3.,,.,. (ideal-point model). (quadratic function) ( 4 ). Y = intercept + ax + bx2 4,.,..

196 월화숙비 거리 VAR4 VAR5 VAR6 VAR *() 1= 17=

197 195 8 () Dependent variable: 1 VAR1 Variable Coefficient Std. Error t-test Signif P-value a VAR4 VAR5 VAR6 VAR7 RENT RENT**2 DIST DIST** The critical t-value from the table (alpha =.5) = 2.36 R-Squared =.924 R-Squared adjusted =.847 R =.961 Std. dev. of regr. = F-test = P-value =.1 F value from table (alpha =.5) = 3.44 Observations = 17 Degrees of freedom for numerator = 8, for denominator = 8 Y Y Y Y N Y N Y N ( 3,., 4.) 8, (VAR4, VAR5) (VAR6, VAR7) 4.,. = 4.86 ( ) ( )2 = () +.18 ()2, 7 9, 2.6

198 196, km 6km, 7.5..( 3 ),.,?.. ( ) 1 2 1,. 1. (qualitative) ( :, ). 2. (quantitative) ( :, ) : (1) 3 (interpolation). (2) 4 (interpolation), R2(adjusted R2).,, R R

199 ).., (benefit segmentation) 2) (population). (product category)..., (bias).,. 1

200 198,.( 3,.), (standard error),.. 3). (in-person interviews). (mall intercepts),,. (telephon -telephone method), (,, ),. (probability sampling method), (interview completion rate) ( 6 7%), (missing data). 4) 6 1 (focus group interview).

201 199...( : ).( :, ),..., lkm, 11km, 12km,.., lkm 3km,.( 3km ). ( 2, 3, 4).,. 35), lkm 3km, 5 1,5. 3 (1, 2, 3km), 3 (5, 1,, 1,5), 3 (1, 2, 3km), 5 (5, 75, 1,, 1,25, 1,5),.,.

202 2 5),. full profile method tradeoff method( two-factor-at-a-time method ). full profile method, tradeoff method. full profile method,. full profile method fractional factorial design.,. fractional factorial design (atlas)(, Addelman(1962) (, Bretton-Clark s Conjoint Designer),. fractional factorial design,., ),?., (information overload)., 35) Green and Srinivasan(199), p )

203 21. (pretest).,,, 37).,, 1.5.,, 9 (intercept 1 2 ), ,., fractional factorial design,.,.(,,, ).. fractional factorial design,.,. (.3 ),. 1, ( 1 37) Green and Srinivasan(l99), p.5 (1)

204 22 )..,. 6) full profile method. (1),,.. (2),,. (3). (4) ( : ). (5) ( 6 ) (3). (5) (cross-validity)., (3), (5) (5) ( ). (5). (3) main profile, (5) hold-out profile. hold-out profile main profile fractional factorial design., 6. (4),

205 23., hold-out profile, (3). (1) (5) 3, (pretest). 7)., 1, 1.. (1) Nonmetric Procedure: LINMAP, PREFMAP, MONANOVA. (2) Metric Procedure:,.,., Nonmetric Procedure.(Green and Srinivasan(1978), p.114) Nonmetric Procedure,. Nonmetric Procedure LINMAP., LINMAP (linear programming), (calculus), global optimum. LINMAP (constraint)

206 24,,. MONANOVA. 8),,.. 9).., (ex-ante segmentation)..,,., (ex-post segmentation) (benefit seg- mentation)., (cluster analysis).. 1) (cross-validity) 6),. 11) (choice simulation).,

207 25, km km km 2, res res res res res res res res res res res res res res res res res res res res

208 26.,,,,,.., (res1), , 5.84, 7.625, 12.79,, ( ), , 1.329, , 2, 1, , intercept... 1 = (8) (82) () +.363(2) = = (9) (92) (6) +.363(62) = = (7) (72) (3) +.363(32) = = (9) (92) (3) +.363(32) = ,.

209 %(= 3/2), 2 15%(= 3/2), 3 7% (= 14/2), 4 %.,.,,,. (, ),., 1%. most preferred rule. most preferred rule., A B,. most preferred rule, A B A 1%., most preferred rule.,

210 28.. Bradley-Terry-Luce(BTL) (logit model). 38) Uij i j(j = 1, 2,..., k.,..., m.), BTL i k. Pik = Uik/(Ui1 + Ui Uik Uim), (1, 1.1,.9), most preferred rule 1%, BTL, P11 = 1/( ) =.33 P12 = 1.1/( ) =.37 P13 =.9/( ) =.3. BTL Uij Pij. 2. BTL., Uij 1 Pij, Pij = (.33,.34,.33). 38),, Maddala(1983), pp.13 34, pp Ben-Akiva and Lerman(1985), pp

211 29 BTL,., i k. Pik = exp(uik)/[exp(uil) + exp(ui2) + + exp(uik) + + exp(uim)], P11 = exp(1)/[exp(1) + exp(l.1) + exp(.9)] =.33 P12 = exp(l)/[exp(1) + exp(1.1) + exp(.9)] =.37 P13 = exp(.9)/[exp(1) + exp(1.1) + exp(.9)] =.3 BTL,. Uij Pij..., Uij 1 (, 1 ) Pij, Pij = (.25,.67,.9).,,. 1,. Uij (+) most preferred rule.? most preferred rule (high involvement goods)( : ), BTL (low involvement goods)( : ).

212 21 12)... AT&T Courtyard by Marriott (Wind et al.(1989)) Sunbeam (food processor) (Page and Rosenbaum(1987)) (Ottawa)(Montreal) (Davidson(1973)) (Fiedler(1972)) (lift truck) (Clarke(1981)) (Dolan(199)) (Currim, Weinberg, and Wittink(1982)_ (Saigal et al.(27)) ( : (benefit package) ).. (Parker and Srinivasan(1976)) (Bennett and Moore(1981)) (Srinivasan et al.(1981)) (Vavra, Green and Krieger(1999)) 13),.

213 211,.... fractional factorial design...,.,.,.,..,.,.(bettman (1971)).,,, ( 6 8% ).,,.

214 , (, 6 ),. 1,., self-explicated approach, (hybrid conjoint analysis), (adaptive conjoint analysis, ACA).,, task.,. choice-based conjoint(cbc). self-explicated approach, (ACA), choice-based conjoint(cbc). choice-based conjoint.. self-explicated approach,.

215 213 (decompositional approach). selfexplicated approach, (compositional approach).,. 5 self-explicated approach

216 214 self-explicated approach 1.,. ( 5 ). self-explicated approach (expectancy-value model)(wilkie and Pessemier(1973)). self-explicated approach,..,.,. MBA,,., self-explicated approach. self-explicated approach. Wright and Kriewall(198), Leigh, MacKay, and Summers(1984), Srinivasan(1988), Srinivasan and Park(1997) selfexplicated approach, self-explicated approach (Green 1984, Table 2 ). 39) 39) self-explicated approach Green and Srinivasan(199), pp. 9 1.

217 215. (adaptive conjoint analysis, ACA) self-explicated approach, self-explicated approach. (ACA). self-explicated approach. ACA Sawtoowth Software. ACA.. ACA, 1 4 (4 = ). ACA self-explicated approach. ACA. 6 (ACA)

218 216,. 1 9 ( 6 ). ACA, self-explicated approach. ACA ACA. ACA. ACA ) ACA, ( 3 9 ).,,., ACA ACA. ACA. Green, Krieger, and Agarwal(1991) ACA self-explicated approach ACA. Huber et al.(1993) ACA full-profile 4) ACA Johnson(1987)

219 ). Choice-Based Conjoint(CBC) choice-based conjoint(cbc) 198 (Louviere and Woodworth 1983), CBC. CBC 2 (choice set) ( 7 ) CBC 7 3, ( None ). CBC no choice.( no choice.) CBC multinomial logit 41) Agarwal and Green(1991) self-explicated approach ACA. Johnson(1991)

220 218. CBC, 2. fractional factorial design, (computer optimization algorithms(huber and Zwerina 1996; Kuhfeld, Tobias, and Garratt 1994) (randomization routines). CBC. no choice CBC. CBC. no choice. no choice,. CBC (interaction effects) CBC. CBC CBC. CBC..CBC multinomial logit,. multinomial logit

221 219, multinomial logit. CBC,. CBC. 199 latent class model hierarchical Bayes(HB) CBC CBC. HB CBC HB.. CBC. CBC aggregate-level, segment-level (latent class model), individual-level(hb), aggregate-level segmentlevel, segment-level individual-level.( : Huber et al., 1998; Moore et al., 1998; Vriens et al., 1998; Moore et al., 24) CBC

222 22 ( ).. Choice-Based Conjoint (CBC) vs. (,, self-explicated approach, ACA, CBC ). 3,.. ( :, ). CBC.,. ( : (27)) CBC,,.. 1), ()

223 221 (, ). 6 (,, /, /,, )., 6 (6, 3 ) ,. ( /, ) binary( /) 2, ,, 2., 4,.,. 4 (3%, 1%,, 1% ).

224 222 ( : 2, 3, 4 ). task relevant. 2),, (, ). 5 (,, /,, ). 5 (6, 3 ) ( /, ) binary(/) 2, 2. (,, ) 4, 4., 2 4,, 2

225 223., 4,.,. 4 (3%, 1%,, 1%) ( : 3, 4 ).,. ( : (27)) Choice-Based Conjoint(CBC) CBC aggregate level individual level, HB individual level aggregate level. aggregate level individual level, individual-level individual-level. ( : (27)) CBC aggregate level.

226 224.,.,., 3, 55, 3% +1% task., aggregate level individual level.. (1994),, ( ),, :, (27),, Addelman, S.(1962), Orthogonal Main-Effects Plans for Asymmetrical Factorial Experiments, Technometrics, 4, Agarwal, Manoj K.and Paul E. Green(1991), Adaptive Conjoint Analysis versus self- Explicated Models: Some Empirical Results, International Journal of Research in Marketing, 8(June), Ben-Akiva, Moshe and Steven R. Lerman(1985), Discrete Choice Analysis, Cambridge, MA: MIT Press. Bennett, Peter and Noreen Moore(1981), Consumers Preferences for Alternative Energy

227 225 Conservation Policies: A Trade-Off Analysis, Journal of Consumer Research, 8(December), Bettman, James R.(197l), The Structure of Consumer Choice Processes, Journal of Marketing Research, 8(November), Clarke, Darral(1981), Clark Material Handling Group-Overseas: Brazilian Product Strategy (A), Harvard Business School Case No , Boston, MA: Harvard Business School Case Services. Currim, Imran, Charles Weinberg, and Richard Wittink(1982), Design of Subscription Programs for a Performing Arts Series, Journal of Consumer Research, 8(june), Davidson, J. D.(1973), Forecasting Traffic on STOL, Operations Research Quarterly, 22, Dolan, Robert(199), MSA: The Software Company, Harvard Business School Case No , Boston, MA: Harvard Business School Case Services. Fiedler, John A.(1972), Condominium Design and Pricing: A Case Study in Consumer Trade-off Analysis, in Association for Consumer Research Proceedings(Third Annual Conference), M. Venkatesan(Ed.), Green, Paul E.(1984), Hybrid Models for Conjoint Analysis: An Expository Review, Journal of Marketing Research, 21(May), Green, Paul E. and Abba M. Krieger, and ManoJ K.Agarwal(1991), Adaptive Conjoint Analysis: Some Caveats and Suggestions, Journal of Marketing Research, 28 (May), Green, Paul E. and V. Srinivasan(1978), Conjoint Analysis in Consumer Research: Issues and Outlook, Journal of Consumer Research, 5(September), Green, Paul E. and V. Srinivasan(199), Conjoint Analysis in Marketing: New Developments With Implications for Research and Practice, Journal of Mar-

228 226 keting, 54(October), Huber, Joel, Dick R. Wittink, John A. Fiedler, and Richard Miller(1993), The Effectiveness of Alternative Preference Elicitation Procedures in Predicting Choice, Journal of Marketing Research, 3(February), Huber, Joel and Klaus B. Zwerina(1996), The Importance of Utility Balance in Efficient Choice Designs, Journal of Marketing Research, 33(August), Huber, Joel, N., Arora, and R. M. Johnson(1998). Capturing Heterogeneity in Consumer Choices, ART Forum, AMA: Chicago, IL. Johnson, Richard M.(1987), Adaptive Conjoint Analysis, Sawtooth Software Conference on Perceptual Mapping, Conjoint Analysis, and Computer Interviewing. Ketchum, ID: Sawtooth Software, Inc., Johnson, Richard M. (1991), Comment on Adaptive Conjoint Analysis: Some Caveats and Suggestions, Journal of Marketing Research, 28 (May), Kuhfeld, Warren, Randal D. Tobias, and Mark Garratt(1994), Efficient Experimental Designs with Marketing Research Applications, Journal of Marketing Research, 31(November), Leigh, T.W., David B. MacKay, and John O. Summers(1984), Reliability and Validity of Conjoint Analysis and self-explicated Weights: A Comparison, Journal of Marketing Research, 21(November), Louviere, Jordan J. and George Woodworth(1983), Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data, Journal of Marketing Research, 2(November), Maddala, G.S.(1983), Limited Dependent and Qualitative Variables in Econometrics, Cambridge, England: Cambridge University Press. Moore, W. L., J., Gray-Lee and J. J. Louviere(1998), A Cross Validity Comparison of Conjoint Analysis and Choice Models at Different Levels of Aggregation,

229 227 Marketing Letters, 9(2), Moore, W. L., J., Gray-Lee and J. J. Louviere(24), A Cross-Validity Comparison of Rating-based and Choice-Based Conjoint Analysis Models, International Journal of Research in Marketing, 21(3), Page, Albert and Harold Rosenbaum(1987), Redesigning Product Lines with Conjoint Analysis: How Sunbeam Does It, Journal of Product Innovation Management, 4, Parker, Barnett and V. Srinivasan(1976), A Consumer Preference Approach to the Planning of Rural Primary Health-Care Facilities, Operations Research, 24(September- October), Saigal, C., E. Dahan, and W. Cumberland(27), Measuring Prostate Cancer Treatment Preferences with Standard Gambles, Time Tradeoffs, and Conjoint Analysis, NIH Research Proposal. Srinivasan, V.(1988), A Conjunctive-Compensatory Approach to the self-explication of Multiattributed Preferences, Decision Sciences, 19(Spring), Srinivasan, V. and Peter G. Flashsbart, Jarir S. Dajani, and Rolfe G. Hartley(1981), Forecasting the Effectiveness of Work-Trip Gasoline Conservation Policies Through Conjoint Analysis, Journal of Marketing, 45(Summer), Srinivasan, V. and Chan Su Park(1997), Surprising Robustness of the self-explicated Approach to Consumer Preference Structure Measurement, Journal of Marketing Research, 34(May), Vavra, Green and Krieger(1999), Evaluating EZPass, Marketing Research, 7(Summer), Vriens, M., H. Oppewal, and M. Wedel(1998), Rating-based versus Choice-Based Latent Class Conjoint Models-An Empirical Comparison, journal of the Market Research Society, 4(3),

230 228 Wilkie, William L. and Edgar A. Pessemier(1973), Issues in Marketing s Use of Multi- Attribute Attitude Models, Journal of Marketing Research, 1(November), Wind, Jerry, Paul E. Green, Douglas Shifflet, and Marsha Scarbrough(1989), Courtyard by Marriott: Designing a Hotel Facility with Consumer-based Marketing Models, Interfaces, 19(January-February), Wright, Peter and Mary Ann Kriewall(198), State of Mind Effects on the Accuracy With Which Utility Functions Predict Marketing Choice, Journal of Marketing Research, 19(August),

231 ).,. + (= ) = (= ),,,. (commodity flow method). 8 42) (25), p.218

232 23. 8.,..,.,,.

233 PPP 1722 OECD PPP (: ) 17,174 28,496 41,462 OECD 14,49 26,997 41, OECD 122% 16% 1% OECD 22,121 42,819 65, OECD 78% 67% 64% : USD 1 1, , PPP CPL (Comparative price level) : Teligen(28) PPP 17,174 OECD 122%. OECD 22.

234 232 9 OECD PPP 28,496 OECD 16% OECD.

235 233 1 OECD PPP 41,462 OECD 1% OECD.

236 OECD OECD, OECD.

237 PPP (: ) 17,174 25,715 35,36 OECD 13,52 25,56 38, OECD 132% 13% 91% OECD 2,736 4,113 61, OECD 83% 64% 57% : USD 1 1, , PPP CPL (Comparative price level) : Teligen(29) PPP 17,174 OECD 132% OECD

238 236 PPP 25,715 OECD 13% OECD. 13 OECD

239 237 PPP 38,619 OECD 91% OECD. 14 OECD

240 , OECD PPP (: ) 17,174 25,715 35,36 OECD 11,372 21,161 31, OECD 151% 122% 112% OECD 17,882 33,656 49, OECD 96% 76% 71% : USD 1 1, , PPP CPL (Comparative price level) : Teligen(29)

241 239 PPP,, 4, OECD 151%. 15 OECD

242 24 25,715 2, OECD 122%.,,. 16 OECD

243 241 35,36 PPP OECD 112% OECD. 17 OECD

244 OECD. PPP OECD PPP (: ) 17,174 25,715 35,36 OECD 11,569 22,129 33, OECD 148% 116% 15% OECD 17,548 33,41 49, OECD 98% 77% 7% : USD 1 1, , PPP CPL (Comparative price level) : Teligen(29) 18 OECD

245 243 17,174, 3. OECD 148%. 25,715 PPP OECD 116%. 19 OECD