lectures in microeconomics-charles w. upton pricing the internet
Post on 20-Dec-2015
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TRANSCRIPT
Pricing the Internet
Internet Demand and Supply
Q* Qfree
c*
The Internet is a wonderful idea, but it costs money to
operate. If we were smart we would charge people for using
the Internet
Pricing the Internet
Internet Demand and Supply
Q* Qfree
c*
Cost/MB sent
Where we would be if we
charged for use
Pricing the Internet
Internet Demand and Supply
Q* Qfree
c*
Cost/MB sent
Where we would be if we
charged for use
Where we are
Pricing the Internet
Internet Demand and Supply
Q* Qfree
c*
Why? Because the Internet is
free! Not surprisingly, we
get abuses
Pricing the Internet
Downloading the Latest Flick
Q* Qfree
c*
Joe College, sitting in his
dorm room, is considering
downloading a DVD of the
latest hit movie.
Pricing the Internet
Downloading the Latest Flick
Q* Qfree
c*
Joe College, sitting in his
dorm room, is considering
downloading a DVD of the
latest hit movie.
Obviously Joe is not deterred
by the law, perhaps
because he believes his chances of
being caught are small.
Pricing the Internet
Downloading the Latest Flick
Q* Qfree
c*
Joe College, sitting in his
dorm room, is considering
downloading a DVD of the
latest hit movie.
Obviously Joe is not deterred
by the law, perhaps
because he believes his chances of
being caught are small.
Legal issues aside, Joe has no incentive to economize on internet use.
Pricing the Internet
Downloading the Latest Flick
Q* Qfree
c*
Joe College, sitting in his
dorm room, is considering
downloading a DVD of the
latest hit movie.
Obviously Joe is not deterred
by the law, perhaps
because he believes his chances of
being caught are small.
Legal issues aside, Joe has no incentive to economize on internet use.
And the problem is worse. Others cannot get on because Joe is
Hogging the Internet.
Pricing the Internet
Downloading the Latest Flick
Q* Qfree
c*
Query: are people who argue for keeping the internet free guilty of promoting a crime
(illegal downloads)?
Pricing the Internet
Downloading the Latest Flick
Q* Qfree
c*
Query: are people who argue for keeping the internet free guilty of promoting a crime
(illegal downloads)?
Probably not, but the making the internet
free is directly responsible for the high level of illegal use and (in part) for ever higher
tuition charges.
Pricing the Internet
The Information Superhighway
• The Internet is called the “information superhighway” and the comparison to superhighways is apt.
Pricing the Internet
The Information Superhighway
• The Internet is called the “information superhighway” and the comparison to superhighways is apt.
• Increasingly the internet is subject to congestion, with slow access speeds at times.
Pricing the Internet
Congestion on the Internet
• University use for downloads
• Spam
A warning: downloading movies and copyrighted audio material is illegal and potentially subject
to legal penalties
Pricing the Internet
Congestion on the Internet
• University use for downloads
• Spam
A warning: downloading movies and copyrighted audio material is illegal and potentially subject
to legal penalties
But people still do it. Should we rely on fines or market
incentives?
Pricing the Internet
The Expressway at Rush Hour
ATT
MTT
Q
cTotal
cJoe
The more trips, the longer the time a trip
takes
Pricing the Internet
The Expressway at Rush Hour
ATT
MTT
Q
cTotal
cJoeBut lets also look at marginal trip times.
Pricing the Internet
The Expressway at Rush Hour
ATT
MTT
Q
cTotal
cJoe
True cost is not just the time of
Joe’s trip but the time he adds to everyone else’s
trip.
Pricing the Internet
The Expressway at Rush Hour
ATT
MTT
Q
cTotal
cJoe
True cost is not just the time of
Joe’s trip but the time he adds to everyone else’s
trip.
If Joe’s 20 minute trip adds 1 second to the travel times of another 25,000 commuters, the true time cost of his trip is over seven hours.
Pricing the Internet
The Expressway at Rush Hour
ATT
MTT
Q
cTotal
cJoe
True cost is not just the time of
Joe’s trip but the time he adds to everyone else’s
trip.
If Joe’s 20 minute trip adds 1 second to the travel times of another 25,000 commuters, the true time cost of his trip is over seven hours.
This is an externality, pure
and simple.
Pricing the Internet
Ditto for the Internet
D
ATT
Q*
c*
Let’s suppose we charged people for average trip time
Pricing the Internet
Ditto for the Internet
D
ATT
MTT
Q*Q**
c*
c**
cTWe have overuse of the internet because of the externality. People see
the average time to send a message, not the
marginal time
Pricing the Internet
The Solution: Charge
D
ATT
MTT
Q*Q**
c*
c**If the internet were
really owned, people would see the
marginal cost of sending a message.
Pricing the Internet
Back to Joe College
Q* Qfree
c*
Our discussion of Joe did not
consider congestion charges.
Pricing the Internet
Back to Joe College
Q* Qfree
c*
Our discussion of Joe did not
consider congestion charges.
It should have
Pricing the Internet
Congestion is anti-social
ATT
MTT
Q**
cKSU
cJoe
In Fact, Joe is congesting the
information superhighway.
We don’t charge Joe for that.
Pricing the Internet
Congestion is anti-social
ATT
MTT
Q
cTotal
cJoe
It is not just that he doesn’t pay CJoe. He does not pay for the costs imposed on us while he downloads
the latest heavy metal album.
Pricing the Internet
Congestion is anti-social
ATT
MTT
Q
cTotal
cJoe
It is not just that he doesn’t pay CJoe. He does not pay for the costs imposed on us while he downloads
the latest heavy metal album.
This is environmentally
irresponsible
Pricing the Internet
SPAM America
ATT
MTT
Q
cTotal
cJoe
True cost of the message is the time added to
other messages.
Pricing the Internet
SPAM America
ATT
MTT
Q
cTotal
cJoe
True cost of the message is the time added to
other messages.
If Joe’s Spammer’s 10 million SPAM Mails adds trip
adds 0.01 second to access times of
another 25,000,000 users,
the cost of his message is enormous
Pricing the Internet
SPAM America
ATT
MTT
Q
cTotal
cJoe
Why this error? Congestion is an
externality, and Joe does not have to pay the costs he imposes
on others.
Pricing the Internet
SPAM America
ATT
MTT
Q
cTotal
cJoe
Why this error? Congestion is an
externality, and Joe does not have to pay the costs he imposes
on others.
Query: are people who argue for keeping the internet free guilty of
promoting spam?
Pricing the Internet
SPAM America
ATT
MTT
Q
cTotal
cJoe
Why this error? Congestion is an
externality, and Joe does not have to pay the costs he imposes
on others.
Query: are people who argue for keeping the internet free guilty of promoting a crime
(illegal downloads)?
Well, the mispricing is directly responsible for internet congestion and the high level of illegal
use.
Pricing the Internet
SPAM America
ATT
MTT
Q
cTotal
cJoe
Pricing works. While we grumble about junk “snail mail”, we do not have the
same problem there as with SPAM. Junk Mailers pay
for each message.