This document discusses challenges in building a software platform and provides three rules for companies attempting to do so. Rule 1 is to avoid mentioning the word "platform" to investors. Rule 2 is to position the platform as an "app store" instead. Rule 3 is that once developer interest is strong, companies should fully embrace and document their platform. The document advises that while platforms are powerful, full disclosure of platform ambitions should be delayed until necessary.

1. Don’t be afraid of the platform | Buzzient http://www.buzzient.com/blog/dont-be-afraid-of-the-platform/
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Don’t be afraid of the platform
February 13, 2012
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One of the paradoxes in building a large internet services or software company is the challenge of building
a platform. That is, creating a technology base upon which your own applications are developed and run,
but also can be used by your partners. A true platform enables the partners to create powerful services for
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2. Don’t be afraid of the platform | Buzzient http://www.buzzient.com/blog/dont-be-afraid-of-the-platform/
their customers without having to reinvent the wheel of basic capabilities. For a number of reasons,
however, developing platforms is not easy to do.
Rule No. 1: Whatever you do, don’t mention the word “Platform”
To start, most investors will NOT invest in a platform up front. The word “platform” in an investor
presentation is a dog whistle to VC’s to start checking their blackberries for the ferry schedule to
Nantucket. This is in spite of the fact that some of the most valuable and powerful companies in
technology did precisely that, create a platform. Microsoft (Windows), Sun (Java), Intel, Oracle (DBMS)
have all historically dominated their respective markets by selling applications on top of an integrated
platform. Of those, however, only Sun Java was sold and marketed as a platform from the start. The rest
led with applications, then years later revealed belatedly that they were, in fact, platform technologies.
Rule No. 2: If you can’t resist a Platform approach, hide it as an “App Store”
Recently, the en vogue way to sell a platform is not with techno-speak platform language, but rather
positioning as an “App Store”. Everybody loves a little retail therapy, so by positioning your application
environment as an App Store where others can upload their wares developed on your technology, software
vendors can deflect pushback to a platform strategy for months if not years. This is what Apple (iTunes)
and Salesforce (AppExchange) did successfully for a good period of time before really coming clean on
their desire and intent to be platform players.
Rule No 3: When you’re ready to be a Platform, dive into it with reckless abandon
There comes a moment however, where even the most stealthy App Store provider has to just fess up. The
smart developers start asking questions, new developers are clamoring for more documentation, and all
sorts of enhancement requests are being thrown over the transom. At that point, there’s no use in fighting
it. Declare yourself a platform and just go for it. Document your API, release it to the world and plunge
headfirst into platform thinking. You’ll learn more than you’d ever guess. Just remember to breathe.
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