Description
1. Introduction to core concepts a. What are business models? b. How are platforms different from pipelines? c. Platforms as networks – different sides to the platform i. Compatibility complementarity and standards ii. Consumption externalities iii. Switching costs and lock-in iv. Significant economies of scale d. Simple vs multi-sided platforms e. Core concepts i. Network effects ii. Value architectures iii. Network mobilization iv. Pricing and subsidies v. Winner-takes-all dynamics vi. Platform envelopment 2. Network effects a. What are network effects b. Direct (same-side) and indirect (cross-side network effects) c. Positive and negative network effects d. Leveraging network effects for growth e. Products/ services and platforms 3. Value creation – DMTE (cost reduction, choice, community) a. Platform value architecture (cost, choice, community) b. Discovery c. Matching d. Transaction e. Evaluation f. The DMTE cycle 4. Penguin problems and network mobilization issues a. Introduction to penguin problems b. Challenges in network mobilization c. Strategies to resolve penguin problems (10 of them) 5. Pricing and subsidies a. Designing the money and subsidy sides b. Criteria for subsidies c. Pricing models (5 of them) d. Pricing and its impact on WTJ, WTP, and WTS 6. Platform architecture – open/closed and shared/ proprietary platforms a. Open and closed platforms b. Shared and proprietary platforms c. A matrix of open-closed and shared-proprietary platforms d. The challenges of developing the ecosystem of complementors e. Standards and platform growth 7. Winner-takes-all dynamics a. What are WTA markets? b. Positive and strong network effects c. Multi-homing costs d. No special preferences e. Implications of WTA markets on complementors f. Regulatory issues with WTA markets 8. Platform envelopment a. What is the threat of envelopment? b. Evaluating the threat when it is imminent c. Envelopment mitigation strategies i. Racing ii. IP protection iii. Caging of customers d. Envelopment and diversification 9. Complementary business models a. Overview of differences across business models b. Complementarity across business models, say SaaS and platforms c. Sources of synergies and costs d. Impact of these synergies in platform development and scale/ scope 10. Contemporary issues in platforms a. Platforms in contestable markets b. Multi-point competition c. Platform governance d. Social impact of platforms e. Managing international regulation f. Costs of compliance (issues around privacy and monetization) g. Future of platforms – new technologies (AI/ ML, blockchain)
