Why becoming a Platform Organization? How organizations develop by dynamically improving their capability to integrate and bundle resources that by their application generate value.

1. Why becoming a platform organization?
Some ideas to speed up organizational development
Markus Warg, Prof. Service Design
co-created with Andreas Zolnowski and Markus Frosch, 01/2019

2. …to be done: Transition from hierarchical to platform organization*
Icon Source: NounProject
Statement of Simone Cicero
In the connected age, bureaucratic, traditional
organizations are bound to be less intelligent*
*SIMONE CICERO @meedabyte

3. 3
What is more intelligent and less intelligent for organizations?
What means traditional in the connected age?
What to do for traditional organizations?
Our questions

4. 4
More intelligent organizations dynamically improve
their capability to integrate and apply resources
for value generation*
Picture: http://www.marketingweek.com
… role of Platforms
*Markus Warg, Andreas Zolnowski
What is more intelligent and less intelligent for organizations?

5. 5
Picture: http://www.marketingweek.com
Platforms help organizations
to integrate and bundle resources that
by their application generate value
Health insurance
Platform insuretech
example
… role of platforms
What is more intelligent and less intelligent for organizations?

6. 6
…bundles all
services/resources in
one App
VALUE
driven
Fast
Data
drivenOPEN
Concierge
What is more intelligent and less intelligent for organizations?
Value: Concierge service

7. 7
Fast
VALUE
driven
Data drivenOPEN
Picture: http://www.express.com
… real-time
interaction
Digital Doctor´s Visit
Value: Digital Doctor´s visit service
What is more intelligent and less intelligent for organizations?

8. 8
VALUE
driven Fast
Picture: http://www.alexmeub.com
data based customer
understanding
Data driven
OPEN
Value: Timeline serviceTimeline
What is more intelligent and less intelligent for organizations?

9. 9
Provider ConsumerInsurance
… next resources/services
… by this platforms help to integrate, bundle, and apply resources
Concierge TimelineDoctor´s visit
What is more intelligent and less intelligent for organizations?

10. More intelligent organizations use platforms to …
… improve continuously their capabilities to integrate and apply resources
…
Second
opinion
Health
impulses
Direct
billing
What is more intelligent and less intelligent for organizations?
Concierge TimelineDoctor´s visit

11. … improve their capabilities to integrate and apply resources
slower than digital attackers
Less intelligent organizations
Picture: http://howtrend.com
PRODUCT-
minded
Slow
Hierarchical
Culture
Closed
What is more intelligent and less intelligent for organizations?

12. …to be done: Transition from hierarchical to platform organization*
Icon Source: NounProject
Hierarchy: VectorStock.com/16673344
What means traditional in the connected age?
Systems of record
• slow
• closed
• transaction oriented
• stable
PRODUCT-
minded
Slow
Closed Hierarchical
Culture

13. 13
„We didn‘t do
anything wrong,
but somehow we
lost“
Stephen Elop
Former Nokia CEO
Picture: http://www.wired.com/2012/01/nokia-ceo-stephen-elop-qa/
What means traditional in the connected age?

14. 14
What to do for traditional organizations?
… become a platform organization,
because it is necessary for
dynamic empowering
Picture: http://www.empowerefficiency.com

15. 15
Four steps to become a platform organization …
1. Understand the logic
2. Define an architecture
3. Change the culture
4. Build a platform and connect your organization
Picture: http://www.rightstep.com
Design LilliVon
What to do for traditional organizations?

16. 16
Skills, digital services
Service-dominant logic
VALUE driven
Interactive, co-creator
Value in use
PRODUCT-minded
Value in exchange
Product
Consumer
Goods-dominant logic
1. Understand the logic
What to do for traditional organizations?

17. 17
2. Define an architecture
Service-dominant logic
Interactive
Service Dominant Architecture
Skills,
digital services,
empowering
Data
Lake
What to do for traditional organizations?

18. 18
3. Change the culture
Transition
What to do for traditional organizations?

19. 19
+ +
Data
Lake
App
(…)
(…)
Devices
in-house
developme
nt
other
SDA
user
other
platforms
specialized
platforms
standards
Data
Lake
4. Build a platform, and transform and merge
What to do for traditional organizations?

20. Value in use
Culture code
Componentization
Transition
Value driven
Corporate
empowerment
Workforce
management
*Simone Cicero
Icon Source: NounProject
become a
PLATFORM ORGANIZATION
Culture powered firm that co-create with ecosystems*
What to do for traditional organizations?

21. …to be done: Transition from hierarchical to platform organization*And by this?
… improve your capabilities to integrate and apply resources
by becoming a platform organization
Picture: http://www.wrike.com