Power of platforms book overview
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The power of platformsNew strategies for innovation in a digitalizing world
BOOK PRESENTATION
based on 2-year research on digital platforms
Maurits Kreijveld, October 2014
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Trends
• Globalization– specialization, consolidation, horizontal and vertical
integration
• Digit-all: – ICT, 3D-printing, genomics, crowdfunding, sensors, ...
• ‘Democratizing’– social media, DIY, cocreation
• Societal challenges and systems transitions– social innovation, sustainability, healthcare
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New innovation dynamics
• Cocreation of innovation:– networked– changing combinations, adaptive,
fluid– big and small enterprises, citizens,
makers, public-private partnerships
• Requires: coordination, speed, flexibility, openness
• In summary: needs … platforms
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Platforms
• Ecosystems of cocreating innovators, big and small
• Multiple and high-speed innovations, disruptive
• Components:1. Technical: standardized building blocks that can me
modified and rearranged2. Economical: marketplace, multi-sided markets3. Social: shared culture and values, contracts,
standards, governance
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Architecture
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Integration
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Dynamics
• Platforms combine:– Collaborative innovation– Network effects: ‘the winner takes it all’– Economies of scale and scope– User participation: consumers become prosumers,
user data is an asset.
• Usage and access are key: – Stimulate usage via sponsoring (‘free to consumer’)– Platform providers are in control– Innovation culture: open or closed
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Platforms are on the rise
• Everywhere, because of digitalizationICT, manufacturing, logistics, automotive, journalism and media, publishing, education, enterprise ….. Uber, Airbnb and .. IBM, Amazon
• Different types– Consumer: leveraging the crowd, sharing economy– Industrial: mostly technology based, standards– Public: worldwide, public-private, open source … e.g.
The internet
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App stores (Ch2)“This deal is less about the devices themselves, and more about the Windows Phone platform. In order to have any relevance in this new era, Microsoft must develop a strong ecosystem - at 4% market share, it still has a long way to go.”
Market research Frost & Sullivan in response to the takeover of Nokia by Microsoft , Sept, 4th 2013
• Apple, Google Android, Microsoft, Mozilla OS, Ububtu OS, Tizen … The winner takes it all?
• American ICT companies took over market leadership from European companies with a superior platform strategy
• These platforms are spreading to new areas such as payments and banking, automotive, healthcare, gaming …
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Healthcare (Ch3)The lack of standards and interoperability is hindering innovation in healthcare services
• Sensors (e.g. wearables) and Big Data: new entrants to the healthcare market
• Need for exchange of data, user participation• Platforms on the rise: Apple HealthKit, Google Fit,
HealthSuite, HealthVault,…• Finland: Active Life Home platform for healthcare,
medicine and home automation
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Smart energy meter• The energy production market is changing rapidly• The Dutch government decided to introduce a smart
energy meter in every house. This should help reduce the energy use in every household.
• But instead, it could have promoted the establishment of an energy platform that would help stimulate innovations and give rise to new products and services.
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3D-printing (Ch4)3D printing will revolutionize manufacturing
• 3D designing and 3D production techniques are developing rapidly. The market is maturing.
• Companies such as Stratasys and Autodesk lead the way by establishing integrated platforms based on hardware, software and marketplaces.
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Crowdfunding (Ch5)“Crowdfunding will never be an alternative to regular financing”
Gerrit Zalm, CEO of ABN AMRO, Volkskrant 16 nov 2013
• Providers such as Symbid and Kickstarter are extending their services and curation of their platforms
• Will crowdfunding platforms become the new banks or will hybrid companies arise?
• Legislation is facing challenges to deal with the ambivalent nature of crowdfunding, being both social and financial
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Agriculture (Ch6)
• Genomics is changing the innovation model of potato breeding.
• The use of DNA techniques, leads to new specialization, new players.
• Power shifting from the field (famers) to the lab (breeders, biotech companies). Tendency to a more closed innovation.
• New platforms could also foster collaboration among small and medium sized companies
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Innovation strategies
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Ten lessons1. Open up2. Scale up
3. Foster partnerships and developers4. When necessary: reduce clutter
5. Show leadership6. Share (within the ecosystem)
7. Leverage users8. Promote use (‘free to consumer’)
9. Curate (quality, reputation)10. Evolve quickly (open-closed)
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Challenges
• New competition from new entrants from different markets
• Monopolistic behavior‘the winner takes it all’
• User lock in:because of the tight integration of products and services
• Disruption: of markets, rules, legislation
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Read the book
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For more information please visit:
wisdomofthecrowd.nl/english
or contact me:
wisdomofcrowd [at] gmail.com
Kreijveld, M. (2014). De kracht van platformen. Nieuwe strategieën voor innoveren in een digitaliserende wereld. Deventer, Netherlands: Vakmedianet Management. ISBN: 9789462760264
The book was nominated for ‘Book of The Year’ by the Dutch Association for Certified Management Consultants (CMC)