engleski

The market structure of the smartphone operating systems industry in the EU

Market structure and the degree of competition has been a subject of interest for researchers for a long period of time. Oligopoly is one of the structures which play an important role in studying market power, business behavior and the performance of market players, whilst it represents a market situation in which only few producers serve to majority of users. Perfect real-life examples are mobile operating systems, as iOS and Android partake in over 99% of the market, making it one of the most accurate examples of oligopoly situations on the level of the EU, as well as the global level. This paper discusses the meaning of oligopoly markets that are of especially interesting to be observed in today’s globalized market. Nowadays, when the flow of good is frequent and easier than ever, it is interesting to have such structures that define competition and succeed to maintain extremely high market shares. Furthermore, study analyses the competitive dynamics of the operating systems market and draws conclusions on their impact on market competition, as well as their influence on growth and employment rate. Finally, the paper discusses further research directions and suggests its implication.

Oligopoly, iOS, Android, Market structure, Competition

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