Week 10 - 02 - Platform Strategy.pdf - Platform Strategies...

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© USKarmarkar Platforms/1 Platform Strategies Uday S. Karmarkar LA Times Professor of Technology and Strategy © USKarmarkar Platforms/2 Platform Paradigm (Service Delivery) Ability to bundle; broad channel – Multiple external or internal content/service flows Customer side value – Access (one-stop, low cost, fast, convenient) – Easy to search, find – Completeness and breadth of offers – Value of offer; match to customer segment Vendor side value – Reach and traffic; special niches; scale benefits – Lower channel cost, transaction, distribution – Maintain brand, differentiation; neutral channel?
© USKarmarkar Platforms/3 Old “Platforms”, Channels and Carriers Appliances and vehicles Radios, TV’s, Players, vehicles (radio) Logistics channels and distributors Freight and Logistics systems; rail, road Telecom , radio, TV Markets and customer facing retail Supermarkets, malls , brokers, mail-order Content and information bundlers Newspapers , magazines, Cable TV Schools, colleges and universities © USKarmarkar Platforms/4 New Platforms: Info Intensive Content oriented: Amazon Transactions oriented: Ebay Function and access: Google Exchange, Networks: YouTube, Facebook Information devices: Samsung, Apple Logistics: Telecoms, AWS Delivery: Netflix, Hulu

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