Tuesday, January 20, 2009

TechnologyPrimerPla0ormStrategy

KariWilson

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Pla0ormBasics

Tuesday, January 20, 2009

Pla0ormBasics

HowPla0ormsWork

Tuesday, January 20, 2009

Pla0ormBasics

HowPla0ormsWork

Pla0ormStrategy

Tuesday, January 20, 2009

Pla0ormBasics

Needimage

Pla0ormBasics

Tuesday, January 20, 2009

pla0orm

Whatisapla0orm?

Tuesday, January 20, 2009

pla0orm

applica>onsplug‐ins

Whatisapla0orm?

Tuesday, January 20, 2009

OS Internet MobileApplica>on

Whatisapla0orm?

Tuesday, January 20, 2009

Whyarepla0ormsimportant?

Tuesday, January 20, 2009

Whyarepla0ormsimportant?

Tuesday, January 20, 2009

HowPla0ormsWork

Tuesday, January 20, 2009

• Samplecode• Tutorials• Debuggers• Documenta>on• APIs

SoGwareDeveloperKit(SDK)

Tuesday, January 20, 2009

APIs(Applica>onProgrammingInterface)

Sure,Hereyougo.

Thanks!

CanyousendmethecityJimlivesin?

Tuesday, January 20, 2009

APIs(Applica>onProgrammingInterface)

Sure,Hereyougo.

Thanks!

CanyousendmethecityJimlivesin?

Tuesday, January 20, 2009

11

What’samash‐up?

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Tuesday, January 20, 2009

13

What’saplug‐in?

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Tuesday, January 20, 2009

15

What’sawidget?

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Tuesday, January 20, 2009

Pla0ormStrategy

Tuesday, January 20, 2009

!"#$%&'(

!"#$)**"&(!+,-"#).,(

Wheredoesthisfit?

Complementors

Context

Tuesday, January 20, 2009

!"#$%&'(

!"#$)**"&(!+,-"#).,(

Wheredoesthisfit?

Complementors

Context

Tuesday, January 20, 2009

moreusers

moredevelopers

Wheredoesthisfit?

networkeffects

Tuesday, January 20, 2009

Developers

Company

Users

Whoarethekeyplayers?

Tuesday, January 20, 2009

Whoareyourcustomers?

Tuesday, January 20, 2009

!"#$%&'(&$ )'*'+,-'(&$

Whoareyourcustomers?

Tuesday, January 20, 2009

Two‐sidedmarket

22

Tuesday, January 20, 2009

Howtopricetwosidedmarkets

23

Whichside....

Tuesday, January 20, 2009

Howtopricetwosidedmarkets

23

ismorepricesensi>ve?

Whichside....

Tuesday, January 20, 2009

Howtopricetwosidedmarkets

23

ismorepricesensi>ve?

addsmorepla0ormvalue?

Whichside....

Tuesday, January 20, 2009

Howtopricetwosidedmarkets

23

ismorepricesensi>ve?

addsmorepla0ormvalue?

Whichside....

ismoresensi>vetogrowthoftheotherside?

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

24

!"#$%&'

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

24

!"#$%&'

• pricesensi>ve

• addspla0ormvalue

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

24

!"#$%&'

• demandincreaseswithothersidegrowth

• pricesensi>ve

• addspla0ormvalue

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

!"#$%&'

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

!"#$%&'

• gamedevelopers• consumers(consoles)

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

!"#$%&'

• gamedevelopers• consumers(consoles)

Tuesday, January 20, 2009

!"#$%&%'()

Howtopricetwosidedmarkets

!"#$%&'

• gamedevelopers• consumers(consoles)

• PDFwriters• PDFreaders

Tuesday, January 20, 2009

LimitedResources

Tuesday, January 20, 2009

DeveloperPriori>za>on

Segment

Target

Posi>on

Tuesday, January 20, 2009

DeveloperPriori>za>on

Segment

Target

Posi>on

Geography

Size

Ver>cals

Profitability

Tuesday, January 20, 2009

DeveloperPriori>za>on

Segment

Target

Posi>on

Networkeffects

Targetsize

Feasibility

Tuesday, January 20, 2009

LimitedResources

Tuesday, January 20, 2009

Pla0ormWars

1970s

Tuesday, January 20, 2009

Pla0ormWars

1970s

recent

Tuesday, January 20, 2009

CurrentPla0ormWars

socialgraph

mobile

Tuesday, January 20, 2009

KeyPla0ormTakeaways

Tuesday, January 20, 2009

KeyPla0ormTakeaways

• Thirdpar>esaddvalue

Tuesday, January 20, 2009

KeyPla0ormTakeaways

• Thirdpar>esaddvalue

• Pla0orm,developersandusers

Tuesday, January 20, 2009

KeyPla0ormTakeaways

• Thirdpar>esaddvalue

• Pla0orm,developersandusers

• Two‐sidedmarkets

Tuesday, January 20, 2009

KeyPla0ormTakeaways

• Thirdpar>esaddvalue

• Pla0orm,developersandusers

• Two‐sidedmarkets

• Limitedresources

Tuesday, January 20, 2009

!"email:kwilson2009@kellogg.northwestern.edu

Tuesday, January 20, 2009

Tuesday, January 20, 2009