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CH3: ARCHITECHTURE, G1, The Filter, Platform are eating the world, The…

- - - - First, when app-specific features are run by the app itself rather than by the core platform, the user experience will be much cleaner
        
        For example: Amazon web services/AWS/
      - Second,a platform ecosystem can evolve faster when the core platform is a clean, simple system rather than a tangle of numerous features
  - - - Baldwin and Clark definition
        
        The system is partitioned into a set of core components with low variety and a set of peripheral components with high variety. The low variety components constitute the platform
      - Baldwin and C.Jason Woodard definition
        
        Modularity is a strategy. Modular system is composed of units and units must be integrated.Modularity is beneficial only if the partition is precise, unambiguous and complete. Consider visible design rules
        
        A crucial factor that makes modularity so effective is systems must partitioned into subsystems and subsystems must integrated each other through standard interfaces
        
        Standart interfaces /APIs/-Google maps, New York stock exchange, Sales force, Thomson Reuters, Eikon, Twitters use this one.
        
        Ex: Amazon and Walmart
        
        The power of modularity is one of the reasons that the personal computer industry grew so quickly in the 1990s.
  - - - EX: Twitter was never meant to have a discovery mechanism. It originated as simply a reverse-chronological stream of feeds.
        
        Sometimes the best design is anti-design, which makes space for the accidental, the spontaneous and even bizzarre.
- - - - use online and often automated tools to replace inefficient agent
        
        small business
        
        choose Google’s Adwords platform rather than using traditional ads agency
    - - provide centralized markets to served widely dispersed individuals and organizations
        
        Redbus
        
        aggregating all Indian bus operators
        ➔ the customers can making decisions quicker, easier and cheaper
    - - use physical assets that creates the greatest economic value
        
        MRI
        
        capacity
        
        40~50% ➔ 70~90%
  - - - What can incumbents do to respond :question:
        
        Not Necessarily :red_cross:
        
        If respond :check:
        
        Revaluate existing business models
        
        Examining the individuals & organizations that they are interacting
        
        Envisioning new ways of networking
    - - Apple
        
        Connected devices with a cloud
        icloud/ itune
        
        Data Integration Glue
        
        More valuable/ useful than other electronic devices
      - Under Armour
        
        Acquired
        MapMyFitness
        MyFitnessPal
        Endomondo
        
        Total cost 130 millions
        
        710 millions of platform users
      - Nike
        
        Vertical integration
        
        Horizontal Integration
        
        Jan 2012
        Wearable Technology Device (The Fuelband)
        &
        Developing Apps (sports & Fitness)
        
        Ecosystem using data
        (Valuable interact)
      - GE, Siemens, Haiers
        
        Connect IOT with machines
        Stream data
  - - - Difference between traditional and modern platform:
        :red_flag:Digital technology
        
        How Uber conquer taxi and limousine in the short time?
        :check:Quick and inexpensive ride
        :check:Earn better incomes than most taxi driver
        :check:Without having to pay for the sums for traditional taxi ilcense
    - - Software is eating the world
        
        Stage two
        
        Platforms are eating the world
        
        How?
        :green_cross:Distribution channel
        :check:Creation infrastructure and coordination mechanism
        
        Stage one
        
        Efficient pipeline ate inefficient pipeline
        
        Traditional offline pipeline V.S Online pipeline
        :check:Low cost of distribution
        :check:Target and serve large market
        
        E.G.
        
        Traditional media company V.S Online news
        
        Retail and mail shopping V.S Amazon's
        
        DVD V.S Netflix
      - Two advantages for new stage for disruption
        
        Superior marginal economics of production and distribution
        
        Embracing lots of remote participants
        
        Build open electronic ecosystems
  - - - enabling new forms of consumer behavior
        
        Airbnb
        
        Relayrides
        
        Uber
        
        HomeAway
    - - can’t provide the quality and reliable
        
        Youtube
        
        Wikipedia
        
        curation mechanisms starts to work
        
        improves their ability to match consumers with high-quality content, goods and services
    - - minimize the barriers for their users
        
        Youtube
        
        let the people who has camera or smartphone can upload their videos and compete with movie studios
        
        Wikipedia
        
        enabled volunteers to capture and organize the world’s knowledge
      - steadily lowering barriers which might discourage users
        
        Airbnb
        
        conducting teaching events
        
        lower hundreds of member-host barriers
        
        Uber
        
        sigh-up bonus
        
        remove the economic barriers
- - - - Pull Challenges
        
        chicken-or-egg problem
        
        keeping the interest of users
        
        single user feedback loop
        
        analyzes user activity
        
        multi-user feedback loop
        
        Facebook’s news feed
  - - - their interactions by providing them with tools and rules
  - - - The data required for optimal matching
        
        relatively static information
        
        identity
        
        gender
        
        nationality
        
        dynamic information
        
        location
        
        relationship status
        
        age
        
        point-in-time interest
- - - - Good or service
        
        Outside of the platform
        
        Uber
        
        Yelp
        
        Inside of the platform
        
        Facebook
        
        Value unit
        
        Youtube
      - Currency
        
        Traditional currency
        
        PayPal transaction
        
        Bitcoin transfer
        
        Credit data
        
        Physical cash
        
        Other forms of value
        
        Fame
        
        Attention
        
        Video viewers on Youtube
        
        Followers on Instargram
        
        Reputation
        
        Influence
        
        Monetization
        
        ebay
        
        Charging 10% of the sale price
        
        Facebook
        
        Salling advertisement
      - Information
        
        Exchange of information as sole purpose
        
        Reddit
        
        News forum
        
        Quora
        
        Q&A site
        
        Primary goal is exchange good or service
        
        Uber
        
        Driver availability & location
        
        Yelp
        
        Information about restaurants
- - - - Platforms are
        “information factories” but no control over inventory
      - They create the “factory floor”
        (platform infrastructure
      - can foster a
        culture of quality control
        by developing the filters
      - no direct control over the production
        process itself (difference from the traditional pipeline business)