It is common to bundle together products that are complements, such as automobiles and tires, but firms may find that it pays to bundle products that aren’t complements. We already saw an example of this above. Bundling persuaded two consumers to buy a product even though each wanted only a single component. This saved the manufacturer costs. The

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End users apart, every other participating group is a potential complementor, a provider of products or services that are complements to the software platform and that therefore enhance the value of the platform when their quality increases or their price falls.2 Hotel rooms in Las Vegas and flights to Las Vegas are complements; hotel rooms in Las

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