전략적 차단이론과 인터넷 메신저의 결합판매

Strategic Foreclosure and Bundling Internet Messenger with Windows XP

우리나라뿐만 아니라 세계적으로 정보통신서비스간의 융합 현상이 나타나고 있다. 그리고 융합의 한 형태로 결합판매(Bundling)가 나타난다. 결합판매는 두 상품을 묶어서 판매하는 기업의 전략을 이야기하는데, 최근 들어 도입되고 있는 one phone 서비스나 DMB(Digital Multimedia Broadcasting) 서비스, 그리고 인터넷 메신저와 마이크로소프트 윈도우(Microsoft Windows XP)의 결합판매는 이런 현상을 단적으로 보여준다고 할 수 있다. 본 논문에서는 독점상품과 과점상품의 결합판매가 사회후생에 미치는 영향을 기존문헌의 검토를 통해서 살펴본다. 이 과정에서 기존문헌의 내용을 간단한 사례를 통해서 쉽게 설명하였다. 마지막으로 인터넷 메신저의 결합판매 사례를 기존문헌에 비추어 조명하였다.

Despite criticisms that obscene advertisements induce a sexual drive for juveniles, provide them with wrong sexual knowledge and disparage women, such advertisements are still running because of the recognition that they have a great advertising impact on people. However, if we consider the main function of advertisements as facilitating the sales of the products advertised in the course of the company’s marketing strategy, and place meanings and values on their contributions to the improvement of one’s living and the economic and socio-cultural developments through wise purchase and consumption of products, there is a limit to asking an enterpriser, who deems advertisements as a measure to facilitate sales of products or services, to embrace the latter function of advertisements. Moreover, by putting too much emphasis on this latter function, that being stressing morality and ethics in advertisements, there arises a concern that it, as a new restriction, may be criticized for infringing the freedom of economic activities under the Constitutional Law. As a result, with respect to obsceneness in advertisements, we come back to the question of what are the standards for minimizing the adverse effects of obsceneness in advertisements to society and achieving its balance with the freedom of contents and forms of an enterpriser s advertisements. Consequently, the standards that determine whether an advertisement is obscene or not should be based on the concept of good public morals, which is established upon public knowledge on sex. Meanwhile, the regulatory institution for advertisements should flexibly apply an appropriate moral standard, which changes along with evolving social attitudes and perceptions of sex, and thereby, achieves social unification, by balancing the freedom of an enterpriser’s advertisement with sexual morals or prevention of disparaging women.