Your SlideShare is downloading. ×
0
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Platform Leadership
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Platform Leadership

2,040

Published on

Cusumano, M., “Technology Strategy and Management: The Puzzle of Apple”, Communications of ACM, September 2008, Vol. 51, No. 9, pp. 22-24. …

Cusumano, M., “Technology Strategy and Management: The Puzzle of Apple”, Communications of ACM, September 2008, Vol. 51, No. 9, pp. 22-24.
Gawer, A. and Cusumano, M. A., “How Companies Become Platform Leaders”, MITSloan Management Review, Winter 2008, Vol. 49, No. 2, pp.28-35.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,040
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
67
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) Platform Leadership • Cusumano, M. A. “Technology Strategy and Management: The Puzzle of Apple” • Gawer, A. and Cusumano, M. A. “How Companies Become Platform Leaders” 2015-01-30 1 / 20세미나
  • 2. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) Contents I. Web Science II. The Puzzle of Apple III. Platform Leaders 2015-01-30 2 / 20세미나
  • 3. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) I. Web Science 2015-01-30 3 / 20세미나
  • 4. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 1. Web Science  James Hendler et al., “Web Science: An Interdisciplinary Approach to Understanding the Web”, Communications of the ACM, July 2008, Vol. 51, No. 7, pp.60-69.  Web을 연구 목적으로 하는 학제간 접근  웹을 연구 목적으로 하고, 웹을 통해 급격히 변화해온 사회와 기술 변화 전반에 대한 문제를 다루는 과학  Web의 중요성과 영향력을 인식할 필요성  World Wide Web  Berners-Lee, T. “Information Management: A Proposal”, March 1989.  Hypertext(Link), HTML  Browser 2015-01-30 4 / 20세미나
  • 5. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr)  World Wide Web  사회적 상호작용(Social Interactions)  Social Machine  사용자도 컴퓨터 기술을 이용하여 Social System 제작 가능  Tags: Social Context  Business 차원의 Web에 대한 연구가 필요  Platform Leadership  GeoPlanet Data, Placemaker(Yahoo) vs Google Maps Data API  Facebook connect vs Google Friend Connect  Apple’s Macintosh, iPod, iPhone, iTunes and App Store  Knowledge on the Web  Reliability of the knowledge  Vulnerability of using the knowledge 1. Web Science 2015-01-30 5 / 20세미나
  • 6. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) II. The Puzzle of Apple 2015-01-30 6 / 20세미나
  • 7. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 1. Apple, Inc. and It’s products  Cusumano, M., “Technology Strategy and Management: The Puzzle of Apple”, Communications of ACM, September 2008, Vol. 51, No. 9, pp. 22-24.  Apple, Inc.  Founded Steve Jobs and Steve Wozniak in 1976.  Apple products(“truly great”)  Macintosh(1984): Graphic User Interface  PowerBook(1991): Design standard for laptops  iMac(1998): All-in-one designer PC  iPod(2001) and iPhone(2007): MP3 Player and Trendsetter  iTunes(2003): Media service and App Store  Mac OS X: Operating System 2015-01-30 7 / 20세미나
  • 8. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 2. Steve Jobs and Archrival  Steve Jobs  Co-founder of Apple, Inc.  Absent from the company during 1985-1997  Returned with his other company acquisition  He created the design culture.  He hired and supervised the people most responsible.  His archrival, Bill Gates  Co-founder of Microsoft.  Microsoft products(“good enough”)  MS-DOS  Windows series  Office series  No. 1 billionaire 2015-01-30 8 / 20세미나
  • 9. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 3. What is Platform?  Definition  A foundation product or key technology in a system like the PC or a Web-enabled cell phone  It should have relatively open technical interfaces and easy licensing terms.  Complementary products and services  External innovations create an ecosystem around the platform.  Network externalities: The more external firms in the network, the more valuable the platform becomes.  This dynamic should cause more users to adopt the platform, more complementors to enter the ecosystem, ….  To tend to evolve into “winner takes all” or “winner takes most” businesses 2015-01-30 9 / 20세미나
  • 10. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 4. Platform Battle Grounds Macintosh(Apple) IBM-compatible(IBM) Monopolized Strategy Opened One(Apple) Producer Many High Price Low Low Diffusion High Few percentage Status Overwhelming Standard Betamax(Sony) VHS(JVC) Refuse Revision Incorporate Licensing Broadly Marketing Aggresively Disappeared Status Standard 2015-01-30 10 / 20세미나
  • 11. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 5. The iPod  iPod features  First hard drive MP3 Player(iPod Classic)  Unique “click wheel” interface  New touchscreen  Attracted complementary hardware  Done better in the market  A closed system that worked only with the Macintosh and iTunes music warehouse initially.  Opening up the iPod software to play some other music formats  Using proprietary digital rights management(DRM)  Introducing an iPod in 2002 compatible with Windows and then a Windows version of iTunes in 2003 2015-01-30 11 / 20세미나
  • 12. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 6. The iPhone  iPhone features  A cell phone  Digital media player  Web-enabled handheld computer  A remarkable user interface by touch and virtual keyboard  Done better in the market  Disabled to run applications not built by Apple originally  Disabled to operate on cell phone networks not approved  Hackers found the way to unlock the phone.  A black market pressure persuaded Apple to open iPod.  Enabled to connect to corporate email servers  Enabled to use it on any service network 2015-01-30 12 / 20세미나
  • 13. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 7. Great Platform or Great Product  “Great platforms” first and “great products” second  Makes the products are used most.  Fleeting nature  Apple won the battle for digital media players  But iPhone is likely to disappear in favor of smartphones.  iPhone still trails smartphones by a wide margin.  Platform leader  Must work with industry players  Must be willing to make technical and design compromises  Pursued product and platform leadership simultaneously 2015-01-30 13 / 20세미나
  • 14. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) III.Platform Leaders 2015-01-30 14 / 20세미나
  • 15. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 1. Ecosystem and Platform-leader wannabes  Gawer, A. and Cusumano, M. A., “How Companies Become Platform Leaders”, MITSloan Management Review, Winter 2008, Vol. 49, No. 2, pp.28-35.  “Ecosystem” of innovation  Platform leader and companies supplying complements  As more users adopt the platform and its complements, the value of their innovations are greatly increased.  “Platform-leader wannabes” problems  Their strategies fail to tackle adequately both the technology and business.  “Coring”  “Tipping” 2015-01-30 15 / 20세미나
  • 16. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 2. Platform vs. Product  Product  largely proprietary and under one company’s control  Platform  a foundation technology or service that is essential for a broader, interdependent ecosystem of businesses  requires complementary innovations to be useful, and vice versa  no longer under the full control of the originator, even though it may contain certain proprietary elements  Microsoft(Example)  Apple(Example) 2015-01-30 16 / 20세미나
  • 17. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 3. “Coring”  Definition  The set of activities a company can use to identify or design an element  And make this element fundamental to a technological system as well as to a market  How to Create a New Industry Platform  Google: Coring in Internet Search  Qualcomm: Coring in Wireless Technology  EMC’s WideSky: Coring Challenges 2015-01-30 17 / 20세미나
  • 18. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 4. “Tipping”  Definition  the set of activities or strategic moves that companies can use to shape market dynamics  And win a platform war when at least two platform candidates compete  How to Win Platform Battles By Building Market Momentum  High-definition media storage  HD-DVD(Toshiba) vs. Blu-ray Disc(Sony)  Betamax(Sony) vs. VHS(JVC)  Windows(Microsoft) vs. Macintosh(Apple) 2015-01-30 18 / 20세미나
  • 19. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) 5. Platform Leadership and Company Size  Linux: Tipping the Market for Web Server Operating Systems  Tipping in the Internet Browser Market  Microsoft Internet Explorer vs. Netscape Navigator  Platform Leadership and Company Size  Coring is a possible option for any company because technology and architectural leadership do not directly depend on the size of the company.  Platform Leader requires a compelling vision of the future as well as the ability to create a vibrant ecosystem 2015-01-30 19 / 20세미나
  • 20. 국민대학교 비즈니스IT전문대학원 차상민 (skykids@skykids.kr) Fine.  2015-01-30 20 / 20세미나

×