The Definition Of Relevant Market In Instant Messaging

Instant messaging is a distinctive and representative industry ofinternet area. The characteristics of two-sided market, dynamicinnovation and joint connection bring a lot of difficulties to marketdefinition, such as traditional market definition methods can’t work,traditional factors are not enough, the burden of plaintiff is too heavy andthe importance of the relevant market is weakening. Facing the abovedifficulties, it is necessary to establish correct understanding about marketdefinition, and then create new methods and take more factors intoconsideration on the basic of traditional theories. As the service quality isthe key of market definition, the SSNIP method should be improved byusing the service quality to test the product market and geographic market.The level of service quality can be measured by absolute value ofServqual fraction, which is referred from SERVQUAL theory. Whiledefining the time market, Long-term development principle and expectedrange principle should be observed. Finally, as innovation is an importantfactor of instant messaging industry, innovation market that including theinnovation input of enterprises and the quantity of potential competitorsshould also be taken into consideration.