Intra-industry Differences in Vertical Integration, Heterogeneous Costs and Pricing: The Case of Web Hosting

In many differentiated product industries, both traditional and "new economy" activities, vertically integrated firms also supply inputs to apparent rivals in the downstream business. This generates heterogeneity between low- and high-sunk cost suppliers with implications for entry and competitive conduct. The web hosting market is typical with primary suppliers operating alongside resellers who rent server space from them. We explore the impact of competition in US hosting using a unique dataset covering 15,000 packages offered by 3,500 firms. The results suggest price is sensitive to competitor clustering in quality space, an outcome consistent with easy entry for resellers with ultra-low fixed costs.