Platforms_446 - Pla$orm
Discussion
 MIS
446
...

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Unformatted text preview: Pla$orm
Discussion
 MIS
446
 Pla$orm
Defini6on
 •  “an
evolving
system
made
of
interdependent
 pieces
that
can
each
be
innovated
 upon”
(Gawer
and
Cusumano
2002
p.
2)
 •  Pla$orms
defined
by
standards
 –  De
facto
 –  De
jure
 2‐sided
Pla$orms
 •  Technology
pla$orm
is
“an
evolving
system
 made
of
interdependent
pieces
that
can
each
 be
innovated
upon”
(Gawer
and
Cusumano
 2002)
(e.g.
Windows
OS,
USB,
Google
APIs)
 •  2‐sided
pla$orms
are
mutually
 interdependent,
oRen
with
strong
network
 effects:
credit
cards,
shopping
malls,
 nightclubs


 A
Golden
Age
of
Pla$orms?
 •  •  •  •  •  •  Facebook
 Google
 TwiXer
 Amazon
 Apple
 Paypal/eBay
 Pla$orm
Varia6ons
 Product
 Enterprise
 Personal
 Norton
an6‐virus,
CA
 Unicenter
 Quicken,
Madden
09
 Pla+orm
 SAP,
Salesforce.com,
MS
 Outlook/Exchange
 MicrosoR,
iPhone,
 Facebook?
 Outliers:
Google,
IBM,
HP
 Enterprise
SoRware
 •  Different
animal
from
personal
soRware
 •  Scale
in
extended
enterprises
 •  Standards
vs.
proprietary
 –  Costs
and
benefits
for
each
 •  Switching
costs
 •  Pricing
 IAL
Strategy
 •  Iden6fy
ecosystem
par6cipants
 •  Long‐term
perspec6ve
 –  Not
quarterly
 •  Internal
selling
 –  Forego
profit
to
build
whole
market
 –  IP
issues
 •  Architecture
 Key
Concepts
 •  •  •  •  Lock‐in,
lock‐out
 Technical
vs.
non‐technical
issues
re:
pla$orms
 Ecosystem
 Pla$orm
economics
 –  Monopoly
dangers
 –  Scale
issues
 –  Shared
risk
and
reward
 •  4
pla$orm
levers
 ...
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This note was uploaded on 04/06/2010 for the course MIS 446 at Pennsylvania State University, University Park.

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