Pricing and Entry Incentives with Exclusive Contracts: Evidence from Smartphones

Abstract

I study the motivations for and implications of exclusive contracts, with an application to smartphones. Why would Apple choose to distribute its smartphone through only one carrier, and why would AT&T bid the most for exclusivity? I develop a model which shows that if upstream handset manufacturers face a relatively low price elasticity for their good compared to downstream wireless carriers, exclusive contracts can maximize their joint profits. An exclusive contract reduces price competition in the final good market but also increases returns to innovation for parties outside the contract, such as Google’s Android. Different price elasticities among downstream firms due to network quality differences lead to different valuations of the exclusive contract. I estimate the relative elasticities of smartphone and carrier demand using simulation and MCMC methods on a detailed monthly dataset of consumer decisions over 2008-2010. Counterfactual simulations show the importance of recomputing the price equilibrium to understanding the observed market structure. Accounting for price effects, AT&T had the highest value of exclusivity with Apple, and was willing to compensate Apple $148 per unit sale foregone. Apple’s exclusivity increased entry incentives for Android handset makers by approximately $1B.