1. Tuesday, January 20, 2009

2. Technology Primer
Pla0orm Strategy
Kari Wilson
Tuesday, January 20, 2009

3. Tuesday, January 20, 2009

4. Pla0orm Basics
Tuesday, January 20, 2009

5. Pla0orm Basics
How Pla0orms Work
Tuesday, January 20, 2009

6. Pla0orm Basics
How Pla0orms Work
Pla0orm Strategy
Tuesday, January 20, 2009

7. Pla0orm Basics
Pla0orm Basics
Need image
Tuesday, January 20, 2009

8. What is a pla0orm?
pla0orm
Tuesday, January 20, 2009

9. What is a pla0orm?
applica>ons
plug‐ins
pla0orm
Tuesday, January 20, 2009

10. What is a pla0orm?
Applica>on Internet Mobile
OS
Tuesday, January 20, 2009

11. Why are pla0orms important?
Tuesday, January 20, 2009

12. Why are pla0orms important?
Tuesday, January 20, 2009

13. How Pla0orms Work
Tuesday, January 20, 2009

14. SoGware Developer Kit
(SDK)
Sample code
•
Tutorials
•
Debuggers
•
Documenta>on
•
APIs
•
Tuesday, January 20, 2009

15. APIs (Applica>on Programming Interface)
Can you send me the
city Jim lives in?
Sure, Here you go.
Thanks!
Tuesday, January 20, 2009

16. APIs (Applica>on Programming Interface)
Can you send me the
city Jim lives in?
Sure, Here you go.
Thanks!
Tuesday, January 20, 2009

17. What’s a mash‐up?
11
Tuesday, January 20, 2009

18. Tuesday, January 20, 2009

19. Tuesday, January 20, 2009

20. Tuesday, January 20, 2009

21. Tuesday, January 20, 2009

22. What’s a plug‐in?
13
Tuesday, January 20, 2009

23. Tuesday, January 20, 2009

24. Tuesday, January 20, 2009

25. What’s a widget?
15
Tuesday, January 20, 2009

26. Tuesday, January 20, 2009

27. Tuesday, January 20, 2009

28. Pla0orm Strategy
Tuesday, January 20, 2009

29. Where does this fit?
Complementors
!quot;#$%&'(
Context
!+,-quot;#).,( !quot;#$)**quot;&(
Tuesday, January 20, 2009

30. Where does this fit?
Complementors
!quot;#$%&'(
Context
!+,-quot;#).,( !quot;#$)**quot;&(
Tuesday, January 20, 2009

31. Where does this fit?
network
more more
effects
users developers
Tuesday, January 20, 2009

32. Who are the key players?
Company
Users Developers
Tuesday, January 20, 2009

33. Who are your customers?
Tuesday, January 20, 2009

34. Who are your customers?
!quot;#$%&'(&$ )'*'+,-'(&$
Tuesday, January 20, 2009

35. Two‐sided market
22
Tuesday, January 20, 2009

36. How to price two sided markets
Which side....
23
Tuesday, January 20, 2009

37. How to price two sided markets
Which side....
is more price sensi>ve?
23
Tuesday, January 20, 2009

38. How to price two sided markets
Which side....
is more price sensi>ve?
adds more pla0orm value?
23
Tuesday, January 20, 2009

39. How to price two sided markets
Which side....
is more price sensi>ve?
adds more pla0orm value?
is more sensi>ve to growth of the
other side?
23
Tuesday, January 20, 2009

40. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
24
Tuesday, January 20, 2009

41. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
• price sensi>ve
• adds pla0orm
value
24
Tuesday, January 20, 2009

42. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
• demand increases
• price sensi>ve
with other side
growth
• adds pla0orm
value
24
Tuesday, January 20, 2009

43. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
Tuesday, January 20, 2009

44. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
• game developers
• consumers
(consoles)
Tuesday, January 20, 2009

45. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
• game developers
• consumers
(consoles)
Tuesday, January 20, 2009

46. How to price two sided markets
!quot;#$%&'
!quot;#$%&%'()
• game developers
• consumers
(consoles)
• PDF writers
• PDF readers
Tuesday, January 20, 2009

47. Limited
Resources
Tuesday, January 20, 2009

48. Developer Priori>za>on
Segment
Target
Posi>on
Tuesday, January 20, 2009

49. Developer Priori>za>on
Geography
Size
Segment Ver>cals
Target Profitability
Posi>on
Tuesday, January 20, 2009

50. Developer Priori>za>on
Network effects
Segment
Target size
Target
Feasibility
Posi>on
Tuesday, January 20, 2009

51. Limited
Resources
Tuesday, January 20, 2009

52. Pla0orm Wars
1970s
Tuesday, January 20, 2009

53. Pla0orm Wars
1970s
recent
Tuesday, January 20, 2009

54. Current Pla0orm Wars
social
graph
mobile
Tuesday, January 20, 2009

55. Key Pla0orm Takeaways
Tuesday, January 20, 2009

56. Key Pla0orm Takeaways
• Third par>es add value
Tuesday, January 20, 2009

57. Key Pla0orm Takeaways
• Third par>es add value
• Pla0orm, developers and users
Tuesday, January 20, 2009

58. Key Pla0orm Takeaways
• Third par>es add value
• Pla0orm, developers and users
• Two‐sided markets
Tuesday, January 20, 2009

59. Key Pla0orm Takeaways
• Third par>es add value
• Pla0orm, developers and users
• Two‐sided markets
• Limited resources
Tuesday, January 20, 2009

60. !quot;
email: kwilson2009@kellogg.northwestern.edu
Tuesday, January 20, 2009

61. Tuesday, January 20, 2009