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Platform principles for designing & Transform traditional industries,…
Platform principles for designing & Transform traditional industries
Platform design
Pull
Attracting producers/ consumers to platforms
Challenge
Keeping the interest of users
Chicken-or-egg problem
The feedback loop
Single-user
feedback loop
analyzes user activity
Multi-user
feedback loop
A producer’s activity is delivered to the consumers.
Tap new supply sources:
Reconfiguring value creation
Facilitate
Provide a infrastructure
for value to be created and exchanged
Lay out
principles
of the interactions
Make it easy
for both sides to interact via the platform
Barriers
Pros
: decrease the damage of network effects
Cons
: increase the complexity of usage
Lower barriers
Enabling new forms of consumer behavior:
Reconfiguring value consumption
Match
Make the right match to create efficiencies
Using diverse data of
Producers
Created value
Consumers
Exchanged goods& services
Community-driven curation:
Reconfiguring quality control
Success: Balance the 3 functions
Scale by layering new interactions
Core interaction and The addition of new interaction
&
Platform structure transformed
2015 -
Uber
and
Lyft
A new ride-sharing service
Reduce riders' cost & Increase drivers' revenues
Attract an initial customer
Idea emerge from experience, observation, and necessity
Immigrants want to increase their income
Uber act as a middleman
Guarantee car loans for its drivers
Get profit
Finance companies
Local auto dealers
Uber & drivers
New interactions
LinkedIn
Core
Second
Allowed users to create groups and have discussions
Third
Allowed advertisers to target ads
Allowed thought leaders
Allowed every users publish posts
Allowed recruiters to use the site
Enable professionals to network with one another
Change the value unit
Change the roles-
Be producers or consumers
Allowed users to exchange diffirent kinds of value units
4.Curate members
Structure
Re-intermediation
Become a new middleman
Automated tools and systems
Provide new goods or services to the end users
Network platform may be more efficient
Get social feedback easily
Market aggregation
Aggregating unorganized markets
Provide centralized markets
Some information and power
Without access to reliable or up-to-date market data
De-linking assets from value
The asset can be independently traded and applied to its best use
Ex: Rescue Australian farmers from a drought
Suffer from water rights
Water trading platform
Separating land ownership from water rights
Increase the efficiency and value
Platform
2.Simple concept
Multiside system
The place where bring producers & consumers(P&C) together
interact in variety ways
create value
3.Purpose
Connect P&C
exchange 3 values
Information
First step of interaction
Exchange value or not
Even in the case of exchange physical G/S ,
It also need to facilitate the exchange of information.
EX: Uber
Goods / services(G/S)
Decide the exchange valuable of G/S
Exchange Inside
EX: Facebook, Youtube
Exchange Outside
EX: Uber, Agoda, Yelp
Currency
Traditional
Money
Intangible
Attention, fame, influence, reputation
4.Design
Core interaction
Participants
Producers
Create value
Play different roles
EX: Airbnb: Host & Guest
EX: Youtube: Youtuber & Viewer
Consumers
Consume value
Value unit
A base for users decide exchange values or not
Starts with producers
EX: Youtube: videos
EX: Airbnb: listing of host information
EX: Uber: listing of available cars
Filter
Algorithmic tool:
exchange appropriate values
receive only the relevant & valuable information
EX: Uber / Ubereat
When we requests a order,
we'll sets up a filter based on our location at the time.
1.History
Tradition offline pipeline
Online pipeline
Platform
EX: Taxi & Uber
Re-Architecting or Becoming the platform
Destruction
Becoming
Platforms are eating the world and destroing the traditional business
Find their way
Ask partners to create complementary products or service
Work with current competitors to produce valuable new services
How to connect everything we got to enhance the value
Make in-house become outsourcing to lower the cost
Use these datas to create more relevant experiences for its users and connect them with one another to enable valuable interactions
Old School
Horizontal Integration
Widening the pipeline to push more value through it
Vertical Integration
Buying upstream suppliers or downstream distributors
Working along without system and helping
Re-Architecting
Possible
Break the software into smaller subsystems
Analyze the degree of modularity the system has already achieved
Differencing to a platform from a traditional business is that most of the activity is controlled by users
The Anti-Design
Allow room for user ideas and let them incorporate such these ideas into the design of the platform
Improvements are not in only the main system but also other key subsystems
G2
IBS3 Cathy
DFLL4 Evelyn
IBSM2 Brianna
SDEI M2 Antony
Two-side network effect
Platforms
eat
pipelines
Efficient pipelines
ate
inefficient pipelines