Beyond uber how platforms rule the world Matthias Walter - - PowerPoint PPT Presentation
Beyond uber how platforms rule the world Matthias Walter T-Systems MMS The platform innovation company What are platform business models and why they are so successful How to build and grow a platform business See some examples beside the
how platforms rule the world
Matthias Walter T-Systems MMS The platform innovation company
What are platform business models and why they are so successful How to build and grow a platform business See some examples beside the well-known
Full service Digital transformation Our solution portfolio
Digital Strategy Customer Journey Operational Excellence Digital Capabilities
Digital Marketing Digital Commerce Digital Service Enterprise Portals Social Collaboration Industry 4.0 Procurement Excellence Mobile Solutions Cyber Security & Data Privacy Web Application Mgmt & Hosting BI & Big Data Test & Integration Center Cloud Platform Solutions Digital Strategy & Transformation Consulting
Average Age
37 years
Customer projects in 2014
2.786
T-Systems Multimedia Solutions GmbH
The platform innovation company
Customer Satisfaction
96%
Our customers love us and recommend us. (Results from customer survey)
Reelection as Partner
93%
us as a partner (Results from customer survey)
Great place to work
agile, flexible, professionell, reliable, digital: a Great Place to Work
Revenue 2015
in Mio. €
We are
Architects, Software Developer, System Engineers, Consultants, Projectleads, Tester, Security, Designer …
Digital Disruption?
Source: http://www.spiegel.de/fotostrecke/taxifahrer-proteste-gegen-uber-in-frankreich-fotos-fotostrecke-127851.html Digital Disruption!
Source: http://www.spiegel.de/fotostrecke/taxifahrer-proteste-gegen-uber-in-frankreich-fotos-fotostrecke-127851.html uber drivers > yellow cabs in nYC
Marc Andreessen
Why Softw tware are Is Eatin ing g The World rld
By MARC ANDREESEN August 20, , 2011 11 This week, Hewlett-Packard (where I am on the board) announced that it is exploring jettisoning its struggling PC business in favor of investing more heavily in software, where it sees better potential for growth. Meanwhile Google plans to buy up the cellphone handset maker Motorola Mobility. Both moves surprised the tech world. But both moves are also in line with a trend I‘ve observed one that make me optimistic about the future groth of the American and world economies, despite the recent turmoil in the stock market. In short, software is eating the world. More than 10 years after the peak of the 1990d Twitter are ntro in Silicon „Software alone is a commodity. There is nothing stopping anyone from copying the feature set, making it better, cheaper and faster.“
What about those?
Market capitalization 1995 -> 2015
SOURCE: Mary Meekers „Internet Trends Report2015“x 150
Platforms rule the internet
SOURCE: Mary Meekers „Internet Trends Report2015“13 of 15 = platform business models
Platform (n): A multi-sides business model focused on creating value by facilitating transactions between two or more interdependent groups (usually consumers and producers).
SOURCE: Peter C. Evans
connects many peers
Producers Consumers
PLATFORM
(multi-sided market)
Partners Platform Owner
Linear Business
consumer
„I derive value from my use of a product“
Platform Business
multiple parties
facilitates the transaction
„I derive value from other peoples use
example
vs.
Other uses of the term „Platform“
Computing Platforms Product Family Platforms Industry Platforms Platform as a Service
Platform examples
Exchange
Platforms
Maker
Platforms Services Product Payments Investment Social Networking Communication Closed Development Controlled Development Open Development Content
Platforms today (2015)
number market capitalization employees
SOURCE: Global Platform Survey, The Center for Global Enterprise, 2015
Platform types
SOURCE: Global Platform Survey, The Center for Global Enterprise, 2015
Platform companies by type (2015)
Platform companies by type & region (2015)
Platforms by enterprise type (2015)
SOURCE: Global Platform Survey, The Center for Global Enterprise, 2015
Platform businesses in the S&P 500
1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 05 10 15 20 25 30 Key platform scale drivers
Network Effect powered by positive feedback Minimal costs of production / distribution Behavior design & community culture Learning Filters Virality (not recommendations)
(How can I build my own platform business?)
A lean (startup) approach
Ideate 1 2 3 4 Prototype Business Model Build & Launch Product-Market Fit 5 Scale
1
Generate a portfolio of ideas & select the most promising one
Platform Business Visions Platform Portfolio Matrix
Ideate
Pick your Role wisely
Partner -> contribute Owner -> build & manage
Desktop for products
SOURCE: Mary Meekers „Internet Trends Report2015“ Mobile for services
SOURCE: Mary Meekers „Internet Trends Report2015“ On-demand platforms enabled by mobile + sensors + humans
SOURCE: Mary Meekers „Internet Trends Report2015“ Identifying Platform opportunities
Reduce high transaction costs or remove gatekeepers Underserved groups that need each other Potential complements Latent supply Large, fragmented supply
Platform portfolio matrix
Consumer Growth Rate Revenue per Producer Stars Unknowns
2
Define the platform business model & collect early feedback
success factors
target user experience
Platform Business Model Canvas Digital Innovation Model Customer Journey Map
Prototype business model
Platform business model canvas
Owner Consumer Producer Partner Value Propositions Value Transactions Key Platform Components
3
Create and Launch a Minimum Viable Platform (MVP)
Journeys
prototyping and MVP building
key strategy components Customer Journey Map Digital Innovation Model Design Sprints Strategy Components
Build & launch
Key platform components
Audience Building Tools & Services Rules & Standards Match Making
Chicken-and-egg solving strategies
1. Enter with significant pre-invest (e.g. XBOX) 2. Build a cooperative strategy (e.g. Android) 3. Act as producer (e.g. iPhone) 4. Use an evolution strategy (e.g. AirBnB) 5. Subsidize high-value users (e.g. UBER) 6. Target a user group to fill both sides (e.g. Etsy) 7. Provide single user utility (e.g. early Instagram)
4
Validate with real market feedback & decide
improvement
business plan and decide (pivoting) Customer interview Data analytics Business plan
validate
5
Scale
Platform Business Model Roll-Out Plan
scale
Mistakes to avoid
Don‘t try to be good at everything Don‘t screw up pricing Don‘t think: If we build it, they will come
Example: Smart City Platform Deutsche Telekom
smartcity platform Deutsche telekom
Producers Consumers Partner Owner
Example: Hmm Deutschland gmbh E-health platform for barmer gek
One platform for all End-to-end medical aid management End-to-end medical aid management
Opticians and hearing aid specialists 154,000 doctors 21,000 pharmaciesProcess takes just a few hours Reduced transaction costs Prozess komplett digitalisiert
10,000 medical aid storesMedical aids delivered in hours
E-health platform Hmm deutschland gmbh
Producers Consumers Partner Owner
21,000 pharmacies Opticians and hearing aid specialists 154,000 doctors 10,000 medical aid stores Example: MMS as a platform partner
Producers Consumers
T-Systems MMS
Owner
Example: T-Systems as a platform enabler
Producers Consumers
T-Systems
Owner
Start your own platform business!
Owner Consumer Producer Partner Free to use / download at www.creatlr.com
Recommended sources
Amrit Tiwana (2013) Phil Simon (2011) David S. Evans (2011) David S. Evans Andrei Hagiu
(2011)
(2015) Platform Business Model Canvas @ creatlr.com Matthias Walter (2015)
Matthias Walter Portfolio manager & Platform Business Innovator Riesaer Straße 5 D-01129 Dresden, Germany Tel.: +49 151 62433705 E-Mail: matthias.walter@t-systems.com Internet: www.t-systems-mms.com Twitter: @digitalahead Blog: www.digital-ahead.de
The value ecosystem
Producers Consumers Partners Owner
Platform