Platforms in the Digital Age - Talk at Northeastern
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This is a presentation I gave at Northeastern university on 4/14/2015 describing the role of Data in Platforms.
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Platforms in the Digital Age - Talk at Northeastern
- 1. Platforms in the Digital Age Tushar Shanker BU Questrom School of Business April 14, 2015 tshanker@bu.edu Adapted from work by Marshall Van Alstyne
- 2. Economic Importance of Platforms Platform Growth The Role of Data in Platforms Implications for the Future
- 4. InterBrand: 2013 Best Global Brands
- 6. % of top 20 firms by market cap since 2001 Economic Importance of Platform firms Percentage of Platform Firms weighted by MKT CAP (2001-2012) 35% 30% 25% 20% 15% 10% 5% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 MKTCAPWeightedPlatformFirms
- 8. …the system must provide a useful function or service and allow 3rd party access. Examples: iTunes: Music, Apps SAP: execute ERP systems Facebook: connect family, friends & acquaintances Nike Fuel: Activity tracking and social benchmarking Products have features, Platforms have communities To be a platform…
- 9. How are these related? Each Side Attracts More of the Other eBay Buyers Expedia Travelers Xbox Gamers AmEx CardHolders YouTube Viewers AirBnb Renters Mechanical Turk Jobs LinkedIn Job Seekers Android Users eBay Sellers Expedia Airlines/Hotels Xbox Developers AmEx Merchants YouTube Videographers AirBnb Hosts Mechanical Turk Laborers LinkedIn Employers Android Developers
- 10. Apple iPod combined with iTunes Apple iPod $ $ Retailer Music Producer Listener $
- 11. Apple iPod post-Platform (1) Remove supply chain inefficiency (2) Triangular platform supply network (3) Apple owns financial chokepoint (4) Apple helps users find content (5) Stronger Network EffectsApple User Content $$
- 13. Instagram sold for $1B 13 employees 30 million users
- 14. The Role of Data in Platforms
- 15. The Role of Data in Platforms • Understand User Preferences • Increase Match Quality • Grow Platform functionality
- 16. Why Apple isn’t killing Kindle: Amazon Ecosystem © 2012 Zimedia
- 17. APIs
- 18. Nerds.airbnb.com
- 21. Digital Platform Challenges • Regulation • Airbnb, Uber • Privacy • Uber • Public Goods • Monkey Parking • Abuse of Dominance • eBooks
- 22. Implications for the Future
- 23. City as Platform
- 24. Energy/Smart Grid as Platform
- 26. Economic Importance of Platforms Platform Growth The Role of Data in Platforms Implications for the Future
- 27. Discussion Think of an existing product or service. • How can you “platformize” it? • Where are the network effects? • How will you design the interaction? • What are some digital challenges?
- 28. Thank You
- 29. Backup Slides
- 30. 3 of top 5 firms in 2013 by Market Cap. Firm Market Cap in $Bn Apple 438 Exxon Mobile 380 Google 291 Microsoft 282 Berkshire Hathaway 281 Economic Importance of Platform firms
- 31. To price a platform with network effects, who gets the subsidy?
- 32. More Android Developers … get more Android Uses More Android Users … get more Android Developer Android Platform
- 35. 1. All teams will expose their data 2. Teams must communicate through interfaces. 3. No other form of interprocess communication allowed 4. Interfaces, without exception, must be externalizable. 5. Anyone who doesn’t do this will be fired. Bezos Platform Mandate
Editor's Notes
- Coke, 13 year champ, dethroned Children say “Google it” – not done with a marketing budget. “Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even whether we speak with each other,” Mr. Frampton said. “They have literally changed the way we live our lives.” – Jez Frampton, Global Chief Exec, Interbrands. 12 of 30 are platform firms, 6 of 10 are platform firms ALL of the top 50 risers are platforms. FB at 52 and Prada at 72 Stuart Elliot NYT “Apple passes Coca Cola as Most Valuable Brand” Sept 29, 2013 p B5. http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
- Coke, 13 year champ, dethroned Children say “Google it” – not done with a marketing budget. “Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even whether we speak with each other,” Mr. Frampton said. “They have literally changed the way we live our lives.” – Jez Frampton, Global Chief Exec, Interbrands. 12 of 30 are platform firms, 6 of 10 are platform firms ALL of the top 50 risers are platforms. FB at 52 and Prada at 72 Stuart Elliot NYT “Apple passes Coca Cola as Most Valuable Brand” Sept 29, 2013 p B5. http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
- 3 of 5, knock off energy & finance Plot shows % top 20 by market cap
- Pearson: match people to content, deliver content, certify learning
- eBay Google YouTube Linked In Job Posts
- First part is digitization
- 2005 Joseph Ratzinger / Pope Benedict XVI NOK 68B BBRY 16B (3x) 2013 Jorge Borgoglio / Pope Francis NOK 25B BBRY 4B (4x) Info on Pope almost as important as the Pope
- Photos: Energy/Smart Grid as Platform - Source: Wikipedia Solar Energy Education as Platform - © 2012 Tomi Um, MIT Technology Review
- Source: Wikipedia Solar Energy
- Robert Pinsky – US Poet Laureate © 2012 Yuko Shimizu, FastCompany (seated crowd) © 2012 Tomi Um, MIT Technology Review (laptop diplomas)
- 3 of 5, knock off energy & finance Plot shows % top 20 by market cap
- Developers for Search&Ads, Android, Maps, Power other tool search Positive feedback spirals, explaining growth of platform firms