The document outlines five strategies for building a winning data platform as presented by Andrew Rosenthal from Jawbone. The strategies are: 1) Mobilize the platform by enabling standalone value and subsidizing early adopters. 2) Go open at the right time once rapid growth and innovation have occurred. 3) Liberate the data by making it available to users and developers while maintaining ownership. 4) Provide a stable and predictable platform with high uptime and shared expectations. 5) Enable monetization through affiliate programs, complementary products/services, and increasing spend and share of spend.

1. DATA PLATFORMS
HxRefactored 5.14.2014 Brooklyn
Andrew J. Rosenthal
group manager: platform + wellness, Jawbone
@rosenthal

2. @rosenthal
JAWBONE DEVELOPER PLATFORM
Millions of
events
1,000+
3rd Party Apps
Hackathons
Sample
hardware
OAuth 2.0
15
diverse
endpoints

3. FEATURED APPS
Withings Lose It! MapMyFitness MyFitnessPal RunKeeper
IFTTT Sleepio Maxwell Health Tictrac GymPact
CarePass Wello FitStar Fitcoin Strava
Automatic
Whistle

4. WHERE TO INVEST
WHAT’S WORKED ELSEWHERE

5. Image courtesy Microsoft

7. Image via TheNextWeb

8. CORE CONCEPTS
• Network effects
- Cross-Side effects
- Same-side effects
• Stand-alone value
Strategies for Two-Sided Networks, HBR, 2006, Eisenmann et al @rosenthal

9. @rosenthal
FOR BUILDING A WINING DATA PLATFORM
FIVE STRATEGIES
1.Mobilize the platform
2.Go open at the right time
3.Liberate the data
4.Stable and predictable
5.Enable monetization

10. @rosenthal
1. MOBILIZE THE PLATFORM
• Enable stand-alone value
• Subsidize early adopters
• Importance of compliments
• Build credible expectations for future
• Value added/marquee users

11. OPEN
Rapid growth
Innovation at the edges
Define rules, let others play by them
Leverage: promotion
At a minimum, open enough for third parties to understand & develop
CLOSED
Extension of product development
Different rules for different participants
Faster iteration
Leverage: access
@rosenthal

12. @rosenthal
2. GO OPEN AT THE RIGHT TIME
4.30.13 9.15.13

13. @rosenthal
3. LIBERATE THE DATA
Image via HHSGov
You neither obtain nor retain any
rights in retrieved data, beyond
the rights provided herein. All data
remains the property of the user
from whom it derived and/or of
Jawbone, as relevant.
- Jawbone Developer Platform Terms of Service

14. @rosenthal
4. STABLE AND PREDICTABLE
• Quality & responsive support
• Shared expectations
• No surprises
• Great uptime

15. @rosenthal
5. ENABLE MONETIZATION
• Affiliate programs
• Use scale to improve product economics
• Build complimentary products and services
• Generate new spend
• Increase share of spend
Impact of a dollar spent
Windows Services Software Hardware
$9.75
$4.60
$3.65
$1.00
Strategies forTwo-Sided Networks, HBR, 2006, Eisenmann et al

16. wired, 5.9.14 “Square Turned Data Into Dollars”

17. @rosenthal
FOR BUILDING A WINING DATA PLATFORM
FIVE STRATEGIES
1.Mobilize the platform
2.Go open at the right time
3.Liberate the data
4.Stable and predictable
5.Enable monetization
Andrew J. Rosenthal developer.jawbone.com