The Economy of Lucky Numbers: Where Old Superstition Meets New Media

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The Economy of Lucky Numbers Where Old
Superstition Meets New Media

• Dan Su
• Rutgers University

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The origins of lucky mobile phone numbers

• In China, the origins of lucky or unlucky numbers
  can be traced back to the superstitious belief
  that certain numbers bring magical power that
  generate wealth, good health, and friction-free
  life (e.g. 8, 6, 7, 9), while other numbers may
  spell disaster or ill fate (e.g. 4, 3 and 1).
• In the Chinese mobile phone market, the prices of
  lucky numbers soar to hundreds of thousands of
  dollars. In contrast, the unlucky numbers face
  a tough sale even after considerable markdown.

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The introduction of the number selection fee
User
Government
Standard price random numbers
Numbers allocated as state-owned resources
Number selection fee
Subcontracting
Retailer
Mobile services operator
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Pricing scale Case 1
Source Jinghua Daily, a Beijing-based newspaper
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Pricing scale Case 2
Source Anqing Unicom, a local mobile retailer in
Southeastern China
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Characteristics of the status quo

• Pricing differences with regard to geographical
  regions
• Negotiation of the prices between the customer
  and the retailer, where social networks (guanxi)
  comes into play
• A cross-subsidy between lucky and unlucky
  numbers

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Design of this study

• By looking at the distribution of traditionally
  lucky mobile phone numbers, I want to examine
  the impact of mobile technology on traditional
  social values, specifically, superstition with
  numbers.
• The allocation and distribution of mobile phone
  numbers across different social classes and
  geographical regions can be viewed as a
  reflection of the socioeconomic structure, while
  the meanings of power, wealth and privileges are
  still on the move.