On Multi-Sided Platforms (MSPs)

On Multi-Sided Platforms (MSPs) MAR. 25th 2009 1 On Multi-Sided Platforms (MSPs)

Today s topics are 1 Introduction 2 Micro-founded framework 3 From one-sided businesses to MSPs 4 Depth vs. Breadth 2 On Multi-Sided Platforms (MSPs)

General Framework Introduction MSPs 를조직하고사고하는데필요한요소들 3 On Multi-Sided Platforms (MSPs)

General Framework Introduction MSPs 를조직하고사고하는데필요한요소들다양한 MSPs 사이의공통점은무엇인가? 이들이수행하는근본적인기능은무엇인가? 3 On Multi-Sided Platforms (MSPs)

Role of MSPs Micro-founded framework MSPs의역할 MSP는두개혹은그이상의참가자 ( 사이드 ) 간의거래 / 상호작용를용이하게한다. 예컨대, 한쪽참가자는다른쪽참가자의수가많을수록더그 MSP에참여하는경향을지니게된다. 4 On Multi-Sided Platforms (MSPs)

Role of MSPs Micro-founded framework MSPs 의역할 MSP 는두개혹은그이상의참가자 ( 사이드 ) 간의거래 / 상호작용를용이하게 한다. 예컨대, 한쪽참가자는다른쪽참가자의수가많을수록더그 MSP 에 참여하는경향을지니게된다. Positive indirect network effects (PINE) 주의할점은전체적인 group (side) 와 segment 를구분할것 segment 내에서는 direct network effects 도가능 4 On Multi-Sided Platforms (MSPs)

Micro-founded framework Two Key Functions of MSP MSPs 의역할 MSP 가수행하게되는가장근본적인역할은탐색비용을줄이는것과거래에따라발생하는공유된비용을줄이는것이다. 5 On Multi-Sided Platforms (MSPs)

Micro-founded framework Searching Costs Searching costs are 6 On Multi-Sided Platforms (MSPs)

Micro-founded framework Searching Costs Searching costs are MSPs 에이해관계를갖는참여자들이거래하기이전에발생 Searching 이쌍방향인지양방향인지구분해야 6 On Multi-Sided Platforms (MSPs)

Micro-founded framework Searching Costs Searching costs are MSPs 에이해관계를갖는참여자들이거래하기이전에발생 Searching 이쌍방향인지양방향인지구분해야 중매서비스는상호탐색의사례 6 On Multi-Sided Platforms (MSPs)

Micro-founded framework Searching Costs Searching costs are MSPs 에이해관계를갖는참여자들이거래하기이전에발생 Searching 이쌍방향인지양방향인지구분해야 중매서비스는상호탐색의사례 MSPs 에게중요한것은 quality certification (QC) 6 On Multi-Sided Platforms (MSPs)

Shared Costs Micro-founded framework 탐색이끝난후에거래를통해발생하는비용 7 On Multi-Sided Platforms (MSPs)

Shared Costs Micro-founded framework 탐색이끝난후에거래를통해발생하는비용거래에필요한공통의비용을 MSPs 가제공 / 지원 7 On Multi-Sided Platforms (MSPs)

Shared Costs Micro-founded framework 탐색이끝난후에거래를통해발생하는비용거래에필요한공통의비용을 MSPs 가제공 / 지원 Payment systems (PayPal) Software OS/Middleware for videogame consoles 7 On Multi-Sided Platforms (MSPs)

Micro-founded framework Examples and Functioning of MSPs Platform Primary Secondary Credit cards, PayPal, Suica,Edy 3 some of 1 (creditworthiness) Videogame consoles 3 1 (certicifation of 3rd parties) Software platform 3 Shopping mall 3 Some of 1, Some of 2 Ticketmaster 3 Some of 1 Dating clubs 1 some of 3 (infra for dating) ebay, Alibaba.com 1,3 2 if ad-supported Financial exchanges 1,3 Yellow pages, newspapers, TV 2 Amazon.com 3,1 NTT DoCoMo s i-mode 3 1 (portial), QC 1 다면참여자들의탐색비용절감 2 참여자의숫자를늘림 3 공통비용을줄임 8 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Mini-cases: Lawson in Japan 이미구축된편의점 networks 를통해서타사업결합 9 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Mini-cases: Lawson in Japan 이미구축된편의점 networks 를통해서타사업결합각종공과금납부 Ski 배송 9 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Mini-cases: Lawson in Japan 이미구축된편의점 networks 를통해서타사업결합각종공과금납부 Ski 배송 The point is that 로손은상당한 two-sided PINE 를발생시킨다. 즉, 로손이더많은서비스를제공할수록, 더많은손님들이더자주가게를방문하게되고, 이에따라서여타관련사업자들에게로손은더매력적인 MSP 가된다. 9 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs The Reason for Expansion Chicken-and-egg 10 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs The Reason for Expansion Chicken-and-egg 바닥부터 MSPs 를세우는것은매우어렵다 10 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs The Reason for Expansion Chicken-and-egg 바닥부터 MSPs 를세우는것은매우어렵다 이미한쪽의네트워크를지니고있다면, 다른쪽으로확장하는것은논리적으로용이 10 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs The Reason for Expansion Chicken-and-egg 바닥부터 MSPs 를세우는것은매우어렵다 이미한쪽의네트워크를지니고있다면, 다른쪽으로확장하는것은논리적으로용이 Google s ADWord / AdSense 10 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs The Reason for Expansion Chicken-and-egg 바닥부터 MSPs 를세우는것은매우어렵다 이미한쪽의네트워크를지니고있다면, 다른쪽으로확장하는것은논리적으로용이 Google s ADWord / AdSense The point is that 우선, 자기의플랫폼이수행하고있는근본적인기능을파악하고, 현재그플랫폼내의참여자들이관계하는다른집단의참여자들을확인하는과정으로사업을탐색한다. 10 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Focusing vs Expanding The logic of well-defined industries 11 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Focusing vs Expanding The logic of well-defined industries Leverage effect by PINE 11 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Focusing vs Expanding The logic of well-defined industries Leverage effect by PINE The logic of CONVERGENCE 가장위협적인경쟁요소는내부가아닌인접산업에서온다! 11 On Multi-Sided Platforms (MSPs)

From one-sided businesses to MSPs Focusing vs Expanding The logic of well-defined industries Leverage effect by PINE The logic of CONVERGENCE 가장위협적인경쟁요소는내부가아닌인접산업에서온다! 선택과집중이불변의진리는아니다 11 On Multi-Sided Platforms (MSPs)

Basic Trade-off Depth vs. Breadth 서비스의깊이를더할것인가? 12 On Multi-Sided Platforms (MSPs)

Basic Trade-off Depth vs. Breadth 서비스의깊이를더할것인가? 아니면서비스의범위를심화할것인가? 12 On Multi-Sided Platforms (MSPs)

Basic Trade-off Depth vs. Breadth 서비스의깊이를더할것인가? 아니면서비스의범위를심화할것인가? For example 12 On Multi-Sided Platforms (MSPs)

Basic Trade-off Depth vs. Breadth 서비스의깊이를더할것인가? 아니면서비스의범위를심화할것인가? For example MMORPG 에특화할것인가? 게임포털인가? 음성에특화할것인가? 모바일포털인가? 12 On Multi-Sided Platforms (MSPs)

Depth Depth vs. Breadth 기존참여자들의충성도를높인다. 13 On Multi-Sided Platforms (MSPs)

Depth Depth vs. Breadth 기존참여자들의충성도를높인다. Ticket Master 오판사례 13 On Multi-Sided Platforms (MSPs)

Depth Depth vs. Breadth 기존참여자들의충성도를높인다. Ticket Master 오판사례핵심적인것은 QC 13 On Multi-Sided Platforms (MSPs)

Depth Depth vs. Breadth 기존참여자들의충성도를높인다. Ticket Master 오판사례핵심적인것은 QC 탐색비용을줄이는측면양과질의관계에대해서유의해야 From ATRARI to NINTENDO 13 On Multi-Sided Platforms (MSPs)

Depth Depth vs. Breadth 기존참여자들의충성도를높인다. Ticket Master 오판사례핵심적인것은 QC 탐색비용을줄이는측면양과질의관계에대해서유의해야 From ATRARI to NINTENDO 좋은게 [ 간섭 ] 너무많아도탈이다. 13 On Multi-Sided Platforms (MSPs)

Depth Depth vs. Breadth 기존참여자들의충성도를높인다. Ticket Master 오판사례핵심적인것은 QC 탐색비용을줄이는측면양과질의관계에대해서유의해야 From ATRARI to NINTENDO 좋은게 [ 간섭 ] 너무많아도탈이다. Skype 의오판 Art of Chance: Roppongi Hills Amazon / i-tune s recommendation Rooms for exploration 13 On Multi-Sided Platforms (MSPs)

Breadth Depth vs. Breadth 기술의발전에따른자연스런측면 14 On Multi-Sided Platforms (MSPs)

Breadth Depth vs. Breadth 기술의발전에따른자연스런측면 i-mode, videogame, IP-TV 14 On Multi-Sided Platforms (MSPs)

Breadth Depth vs. Breadth 기술의발전에따른자연스런측면 i-mode, videogame, IP-TV 경쟁의새로운단계를창출 14 On Multi-Sided Platforms (MSPs)

Breadth Depth vs. Breadth 기술의발전에따른자연스런측면 i-mode, videogame, IP-TV 경쟁의새로운단계를창출 MS vs Sony Apple vs Amazon From ATRARI to NINTENDO 14 On Multi-Sided Platforms (MSPs)

Breadth Depth vs. Breadth 기술의발전에따른자연스런측면 i-mode, videogame, IP-TV 경쟁의새로운단계를창출 MS vs Sony Apple vs Amazon From ATRARI to NINTENDO 범위확장의한계 14 On Multi-Sided Platforms (MSPs)

Breadth Depth vs. Breadth 기술의발전에따른자연스런측면 i-mode, videogame, IP-TV 경쟁의새로운단계를창출 MS vs Sony Apple vs Amazon From ATRARI to NINTENDO 범위확장의한계단순한자원의제약더중요하게는이러한확장이 MSP 생태계참여자들사이의분쟁을낳을수있다. Commitment issues: i-mode vs Vizzavi 14 On Multi-Sided Platforms (MSPs)