Unleash Your Potential - Namagunga Girls Coding Club
2014 02 14_team_f
1. How to become platform
leaders: case studies
Antonello Cherubini
Vittoria Giannini
Alessandro Manzi
Mario Milazzo
Yonas Seifu Muanenda
Paola Pedretti
Valeria Vercesi
2. What is an industry platform?
Platforms are industry
“building blocks”
which attract other
firms’ investment and
innovation on add-on
products or services.
To compete and win
in these
ecosystems, firms
need to learn new
strategies
3. What is an industry platform?
CORE
COMPONENT
(platform)
COMPLEMENTS
(other firms)
PRODUCTS
4. How to become a platform?
1. Solve a technological problem and be a
“system of use”
2. Be easy to connect and to expand the
“system of use”
7. • Aug 2003: founded
• Jul 2005: acquired by News
Corp for $580 million
• 2006: advertisement deal with
Google
• 2005 - early 2008: dominant
social network platform
• late 2008: the decline starts
• Apr 2011: sold for $35
million
• Feb 2004: founded
• May 2005: expansion in college
networks
• Oct 2007: international
advertisement deal with
Microsoft
• May 2009: overtakes MySpace in
number of monthly unique
visitors
• Dec 2013: 15 billion dollar
company with 1.23 billion
monthly active user
vs
9. • Clear and neat page design. MySpace pages were cluttered and
annoying with garish color
• Advertising. MySpace adopted large animated banners against a
single thumbnail-sized image
• Facebook focused on real personal information and social
connections:
o Post and share things with people that you know
o Chat
o Keep track of what's new (Feed)
o Tag real friends on picture
Facebook was the first social networking service to open up
its platform for outside developers to create Facebook
applications.
How did Facebook win?
11. GPS technology: the coring
•GPS provides specially coded
satellite signals that can be
processed with a GPS
receiver, enabling the receiver to
compute position, velocity and
time.
•A minimum of four GPS satellite
signals are required to compute
positions in three dimensions and
the time offset in the receiver
clock.
•Accuracy and precision of data
increases with more satellites.
12. GPS technology: the coring
• The current global positioning
system (GPS) is the
culmination of years of
research and unknown
millions of dollars.
• The current system is
managed by the U.S Air Force
for the Department of Defense
(DOD).
• The current system became
fully operational June 26, 1993
when the 24th satellite was
lunched.
13. GPS technology: a competitor
LOng RAnge Navigation version C
• Originally a marine navigation system
• Hyperbolic location
1 MASTER station
2 SLAVE stations
Position
14. GPS technology: the tipping
GPS Vs. LORAN C
PARAMETER LORAN GPS
Frequecy range 100 kHz 1.5 MHz
Range About 2000 km Total
Precision 100-1000 m 1-100 m
GPS conquered the market
It is the most adopted positioning system
17. Never-ending competition
• Cheapest console
• In-house developement
• Few games but big hits
• The most expensive on the
market
• High hardware performance
• Do not facilitate developer’s
innovation
• Console market approached as PC market
• largest number of software devolopers
• Windows interface
• On-line game compatibility
Three different strategies
20. PayPal
Manages 9% of e-commerce transactions
• 16 billion $ = value of transactions in Q1 2009
• 643 million $ = revenues in Q1 2009
• PayPal revenues represented 41% of eBay Inc.
revenues in 2013
Platform for many businesses
21. PayPal
Coring and tipping example:
• Started in 1999.
• Expanded rapidly in 2001 primarily as a result of its
use on eBay.
• eBay supported its own payment service called
Billpoint, however PayPal won the competition.
• eBay acquired PayPal in 2002 for 1.5 billion dollars.
23. Android Platform
• Highest market share in mobile OS.
• Excellent example of successful
tipping even though there was lack of
collaborative effort among developers,
wireless operators and manufacturers.
• Android Platform’s Coring drivers:
− Founding of the 34-member Open
Handset Alliance in 2007
− It is a fully integrated mobile
"software stack” featuring software,
device and ecosystem openness
24. Android Platform’s Tipping
• Android is available under the most
progressive, developer-friendly open-
source licenses
• A free software development kit for
developers to create innovative and
compelling applications.
• NEW (Feb. 11, 2014): Local developers
can start charging their apps on the
Google play store
• Already high market share will continue
e.g., Nokia nears launch of low-lost
Android phone (Feb. 2014 report)
la "battaglia" sulle console deivideogiochirappresentaancoraunaunabattagliaaperta (es. di tipping in progress).Every 5-6 years there is a new cycle for the generation of new consoles. Every round is an opportunity for console players to tip the market to their advantage, but also present the risk of being completely defeated.
NINTENDO: it sells the cheapest console; development is in-house or through a tightly controlled network; It has a small number of games but big "hits" (e.g. Supermario).SONY: Is the most expensive and has the highesthardware and software performance.MICROSOFT: the newest player in console, it has approached this market as the PC market. It has tried to involve the largest possible number of software developers. It has a windows interface and online game capabilities.
la "battaglia" sulle console deivideogiochirappresentaancoraunaunabattagliaaperta (es. di tipping in progress).Every 5-6 years there is a new cycle for the generation of new consoles. Every round is an opportunity for console players to tip the market to their advantage, but also present the risk of being completely defeated.
A key technical problem was the lack of a collaborative effort, which made it a challenge for developers, wireless operators and handset manufacturers to respond as quickly as possible to the ever-changing needs of expertmobile consumers. Android was first released in 2008 as part of the measures by the Free Handset Alliance of 34 companies, targeting billions of potential mobile device users around the world.Android features Open Software, Open Device and Open Ecosystem promoting flexibility for wireless operators and manufacturers, developers and customers of mobile devices and services.
Android platform is made available under one of the most progressive, developer-friendly open-source licenses, which gives mobile operators and device manufacturers significant freedom and flexibility to design products.A software development kit is available to provide developers with the tools necessary to create innovative and compelling applications for the platform.Local Android developers can start charging for their apps on the Google Play store.The developers can now set up a Malaysian Google Wallet merchant account by logging onto the Developer Console. This means more attraction towards AndroidPreviously Nokia’s Smartphones used the Windows Phone OS, which unfortunately is still struggling in global market share,as the platform does not run well on lower-end phones.This means Android’s market share will increase further in the future from the already high status of a recent one shown in the Pie chart. (much more compared to other like Apple’s iOS)
