Competing in a platform world

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Competing In A Platform World

Daryl Plummer

Vice President & Gartner Fellow

20 years at Gartner, 35 years industry experience

He is chief of research for cloud computing and a primary analyst

covering multiple cloud topics, business process management, SOA

and Web technologies.

For a broader insight into Gartner you can find us: @Gartner_inc on Twitter and Gartner on LinkedIn.

@DarylPlummer

https://www.linkedin.com/in/darylplummer

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https://www.linkedin.com/in/derryfinkeldey

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2 © 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

Digitalize


Cars

Home

Hospital

Cities

Physical

Factory

Transportation

Fitness

FinancialPayment Equities

Stored Value

Credit

Loans

Savings

Utilities

Healthcare

Health

Insurance

Already DigitalLegacy Twin Digital Twin

Connected Home

Connected Bank

Blockchain-Based Financial Service

Social Networks

Media

Gaming

Apps

Digital Advertising

Search

Digital Business Leads to New Digital Competition

Industrial Internet

Smart City

Connected Healthcare

Connected Insurance

Connected Car


OEMs

Connected Home

Connected Health/Self

Connected Automobile

Brands, Goods

Wearables, MedTech OEMs

APIs

Thing Plumbing Apps & Software

This Is What Enterprises “Hope” Will Happen

APIs

APIs


OEMs

Connected Home

Connected Health/Self

Connected Automobile

Brands, Goods

Wearables, MedTech OEMs

APIs

Thing Plumbing Apps & Software

This Is What Enterprises (Should) Fear Will Happen

APIs

APIs

Hub/Aggregator “Apps”

Apple Health

Google Now & Nest

Apple CarPlay


To Fear, Or Not?

Cortana , tell me when patient Smith’s temperature is above

37c


Amazon Echo Can Already Do This AND Buy Laundry via Voice Commands

Amazon Echo Now Supports IFTTT

Trigger Commands

http://www.pcmag.com/article2/0,2817,2495553,00.asp


All roads lead to …Products, Cars,

Hospitals, Factories, Cities

Apps & Software “Single

Face-to-customer” Consumer &

Employee

Platforms & Plumbing


Facebook, Messenger Payments

Alipay, Alipay Wallet,Yu'e Bao, MYbank.

Amazon Payments, Amazon Wallet, Amazon Coins, Amazon Local Register

Tenpay, QQ Wallet,WeChat Pay, WeBank

Google Wallet, Android Pay, Pony Express, Google Payment

Apple Pay, Apple ID

Venmo, Paydiant,Braintree, PayPal

It's Already Happening in the Financial Services Industries

"The Walled Garden of Existing Ecosystems Is

Unsustainable"

Source: Deutsche Bank, June 2015


Compete Against Digital Giants

"Become the ecosystem"2

1 "If you can't beat them, join them"

Join With Digital Giants


"If You Can't Beat Them, Join Them"

GM MyLinkpre-2016

GM MyLink post-2016

Audi

Buick

Cadillac

Chevrolet

Citroën

Ferrari

Ford

GMC

Honda

Hyundai

Mercedes

Mitsubishi

Opel

Porsche

Peugeot

Seat

Škoda

Suzuki

Volkswagen

Volvo


Partnerships Are Already Forming to Pre-empt the Market

"The Epic customer community,

which provides care to over

170 million patients a year, will be

able to use HealthKit through Epic's

MyChart application — the most used

patient portal in the U.S."

http://venturebeat.com/2014/09/17/ehr-giant-epic-explains-how-it-will-bring-apple-healthkit-data-to-doctors/


Public transportation has been at forefront of mashups

"Google Maps for Transit is a truly innovative marriage of

information and infrastructure. It is a perfect example of how the public and private sectors can partner together to benefit us all -- and it didn't cost New

York taxpayers a penny…”

- New York Governor David A. Paterson (2008-2010)

http://maps.google.com/help/maps/mapcontent/transit/Source: Google Maps


Points to consider when aligning WITH Digital Giants:

1. Be clear about the business model – even if no money is

exchanged with digital ecosystem leaders.

– E.g. you may get something for free (technology & access to customers) but

you will give up some of the customer relationship & data.

2. Join multiple ecosystems – although not all.

– Go where the your customers go. Pick the top 2 ecosystems in your

industry/geography.

3. Set boundaries for how far you will let the Digital Giants overlap your

space

– E.g currently GM Mylink only allows Apple CarPlay to handle phone and media

functions. Will GM allow Apple to access telematics functions?


"We'll Acquire Ecosystems" — Under Armour


"We Will Create an Open/Better Ecosystem"

CES 2016: Toyota snubs Apple and Google on car tech

- Financial Times.com

http://www.ft.com/intl/cms/s/0/76f043e2-b2b0-11e5-b147-e5e5bba42e51.html#axzz3wOaU3WyN


"Join Our Ecosystem and Benefit From Our Know-How"

Source: www.wsj.com/articles/goldman-sachs-to-give-out-secret-sauce-on-trading-1439371800

http://www.wsj.com/articles/goldman-sachs-to-give-out-secret-sauce-on-trading-1439371800


Do You Have What It Takes To Be A Digital Ecosystem?

1. Leverage your very strong brand or captive audience to attract a

critical mass of customers and ecosystem partners

2. Digitalize goods, services or value so that it can be aggregated,

traded and shared.

3. Be a leader that enforces standards, quality, and rules of

engagement in the ecosystem.

4. Create a simple and consistent experience that aggregates many

disparate parts for customers.

5. Create fertile ground for multi-sided markets. Ecosystems employ

more than supply/demand style markets.


#GartnerSYM

23 CONFIDENTIAL AND PROPRIETARY | © 2016 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner and ITxpo are registered trademarks of Gartner, Inc. or it’s affiliates.

What competitive dynamics will exist in B2B, Enterprise, and

Industrial ecosystems?


Three Major Roles Will Emerge In B2B Ecosystems

Orchestrator

Equal Partner

Middle Man

“We need to work together. I will lead the ecosystem”

“We need to work together. We will equally agree and contribute”

“We bring together sellers, buyers - and anyone who contributes for the win of all.”


#GartnerSYM


Orchestrator

“We need to work together. I will lead the ecosystem”


Smart Cities Benefit From An Orchestrator


Supply Chains Benefit From An Orchestrator

Ecosystems

Platform

Enterprise

Customers

CustomersSuppliers

Customer’s

Customer

3rd party

supplier

Supplier’s

Supplier


#GartnerSYM


Equal Partners

“We need to work together. We will equally agree and contribute”


Equal Partners: “Let’s agree on blockchain uses & tech”

Goldman Sachs, JP Morgan, Credit Suisse, Barclays, Commonwealth Bank of Australia, State Street, RBS, BBVA, UBS, BNY Mellon, Mitsubishi UFJ Financial Group, Citigroup, Commerzbank, National Australia Bank, Royal Bank of Canada, SEB, Societe Generale, Toronto-Dominion Bank, Bank of America, Deutsche Bank, Morgan Stanley, HSBC, BNP Paribas, Canadian Imperial Bank of Commerce, ING Bank, Macquarie Bank, Wells Fargo & Co, Mizuho Bank, Nordea Bank, UniCredit, BMO Financial Group, Danske Bank, Intesa Sanpaolo, Natixis, Nomura, Northern Trust, OP Financial Group, Banco Santander, Scotiabank, Sumitomo Mitsui Banking Corporation, US Bancorp and Westpac Banking Corporation


Equal Partners? On Time Arrival/Departure & Save Costs

AirlineAircraft Maker

Aircraft Engine

Airport

Air Traffic Control

Gate Catering Fuel

Crew Aircraft

Airspace Traffic

Luggage

Luggage Operations

Runway availability

Avionics

Turbine Diagnostics


#GartnerSYM


Middle Man(aka Platform Business, Network Business,

Ecosystem Business)

“We bring together sellers, buyers, and anyone who contributes for the win of

all.”


Yard Club: Renting Idle Equipment

Source: www.yardlcub.com


Multi-sided Market StylesS

elle

r

Buyer0

0

1 2 n

1

2

n

Buyer 1You

Buyer 1Seller 1You

Two sided platform

Value chain

(aka One-sided platform)

YouSeller 1

Value chain

(aka One-sided platform)

Buyer 1Seller 1PayPal

Advert

iser

Seller 1You

BuyerSellereBay

Three sided platform

(Multiple Buyers)

E.g. eBay

HotelYou

Buyer 1

Airline

Travel

Three sided platform

(Multiple sellers)

e.g. Travel platforms

e.g. PayPal, credit card

No seller/buyer market

Advertiser

You

Consu

mer

Handset

MakerAndroid

App

Developer

N-sided platform


Employees

Partners

Customers

Information

Systems

Platform

Customer

Experience

Platform

IoT Platform

Ecosystems Platform

Things

Build A Foundation For Ecosystems

Customer

Portal &

Apps

Supplier

Portal &

Apps

Customer-

facing &

Public APIs

API Management

Software

Enterprise-

run

Ecosystems

Industry-run

Ecosystems

Partner-

facing

Public APIs

Data & Analytics

Platform


#GartnerSYM


Recommendations:

Build the technology foundation for ecosystems

1

2 Technology

Business Forecast the emergence of ecosystems In your industry


Exclusive complimentary piece of research

Architect Digital Platforms to Deliver Business Value and Outcomes

Digital business platforms empower flexible and dynamic digital business. To architect a digital business platform, CIOs must guide their business and IT peers to take a business-driven, outside-in approach.

Watch the recording here

Competing in a Platform World


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