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Becoming Platforms
Harnessing the power of
communities, beyond crowd-
sourcing and openness.
Percorsi Erratici, Simone Cicero - 17/3/2014 Forlì
meedabyte.com
workshops & consulting
@meedabyte
me
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Crowdsourcing?
Web 2.0 =
Web as Platform
CC Credits http://www.flickr.com/photos/50698336@N00/4074747593
Bidirectional
Interactive
Personal
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
"the act of a company or institution taking
a function once performed by employees
and outsourcing it to an undefined (and
generally large) network of people in the
form of an open call. This can take the
form of peer-production (when the job is
performed collaboratively), but is also
often undertaken by sole individuals."
CC Credits http://www.flickr.com/photos/68751915@N05/6848823919
κῦδος
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
“Software
is eating
the world”
Marc Andreessen
Componentization
* breaking down into cost competitive and interchangeable pieces.
Illustration: Simon Wardley – blog.gardeviance.org
Increasing
competition
in demand
and supply
"It takes all the
running you can do,
to keep in the same
place.“
For an evolutionary system, continuing
development is needed just in order to maintain
its fitness relative to the systems it is co-
evolving with.
Red Queen Effect
Illustration: Simon Wardley – blog.gardeviance.org
complexity
CC Credits http://www.flickr.com/photos/usfsregion5/9423252987
Pioneers
Poorly understood markets,
gaps to define, constantly
undergoing changing
dynamics, small numbers.
Want to create the future.
Startups
Settlers
Increasing demand, growing
market opportunities, mature
products, growing revenues.
Platforms
Town Planners
Standardized demands,
growing competition.
Essential cost of doing
Business.
Self disruptions while
optimize for operations.
Ecosystems
& Industrialization
CC Credits http://www.flickr.com/photos/gregloby/2961935325
The ILC Cycle
Illustration: Simon Wardley – blog.gardeviance.org
Innovate
Leverage
Commoditize
(repeat)
Facebook Doesn’t
Want To Be Cool, It
Wants To Be
Electricity
CC Credits http://www.flickr.com/photos/24095119@N06/2324609725/
Illustration: Simon Wardley – blog.gardeviance.org
Startups
Platforms
Ecosystems
interfacesCC Credits http://www.flickr.com/photos/39747297@N05/5229733647
• above the interface*: higher
value systems (use case
innovation)
• under the interface*: process
maturity, elastic provisioning,
measuring (competition)
ValueChaininnovations
Microduino
(microsize)
Flutter
(long range)
Smartduino
(modularity)
Access +
Componentization +
Collaboration =
highest disruption
rate ever
competition = coevolution
Fortune 500 companies life
expectancy in 2013 is 15 years.
Was 70 in 1930.
Long tail = Diversification
Diversification = Niches
Niches = Economies of Scope
“Economies of scope refers to
lowering the average cost for
a firm in producing two or
more products”
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
“Toolkits for user
innovation allow producers to
abandon attempts to
understand user needs in favor
of transferring it to users along
with an appropriate toolkit".
Eric Von Hippel
“Unleash your creativity by customizing
select products to create exactly what you
want with eBay Exact. Simply select a
product, choose a design, and add your
own personal flair to create a unique item
for yourself or someone special”
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
"Once you finish
assembling it, you’re
emotionally attached
to that.
You’ve basically gone
through the process to
build your own phone”
Moto X head product manager - Lior Ron
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
1 BILLION
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Airbnb.com
29/04/2014
2008
2010
2012
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Products
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
tools
Facilitated
Contexts/Channels
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Manufacturing
ARA
https://www.youtube.com/watch?v=iLnM6j5-fXg#t=248
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
openness as a
resilience strategy
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
The
LEGOfication
of everything
The
LEGOfication
of human?
“…all of these amazing digital
technologies are coming
together to create a world of
mounting performance
pressure.”
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
#occupygezipark
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
David De Ugarte, Las Indias
“In a time when technologies have
drastically reduced the efficient scale of
production, capital, instead of adapting
itself to this reality, has fled towards the
opacity of securitization and large-scale
short selling. “
Paul Polman, Unilever CEO
“companies are waking up
and realising that they can
be inside the tent, shaping
solutions, future-proofing
their businesses”
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
New ways to business
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
multi–sided
& multi
stakeholder
business
It’s a (co) Design
challenge
contexts
motivations
vaue creation
Community
(relations)
Centric
User
(gap)
Centric
Platforms target P2P Communities:
value creation comes from relations,
transactions and exchanges
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
“Our job is to pick the best path to
support that community. I can give
you many examples where our gut
told us one thing and the community
pulled us in another, better
direction.”
Nathan Seidle, Founder of Sparkfun
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Platforms
The right approach:
methodologically focus on
identifying value exchanges
and motivations
Design Thinking &
Platform Design
Understand
the basic
roles in the
Platform
Consumers
Producers
Stakeholders
(platform)
ValueChain
Explore
the core
value
creation
relation
Consumers
Producers
Stakeholders
(platform)
ValueChain
Consider
that
additional
roles may
appear
Facilitators
Curators
Information Brokers
Enabling actors
ValueChain
peers
Peer Relations
live through
channels
Channels must be implemented to
facilitate emerging value
exchanges.
In platforms, currencies such as
trust and reputation may be
required to facilitate transactions
and should be clearly valued.
The Platform
Design Toolkit
…In the making
To be used:
• Design with platforms in mind
• Identify value creation contexts
• Identify peer segments and actors
• Identify opportunities (emerging transact.)
• Create new channels
• Identify community support services
• Identify exchange currencies
Rel. in June 2013
as an iteration of the
Business Model Canvas
Key community
Feedbacks:
- doesn’t show logical
value flows
- BM Canvas structure not
good for non linear
business
- doesn’t model platform
lifecycle
- doesn’t help to hack
growth
Now working on a
“Platform Design Toolkit”
(more than a single canvas)
The Platform Motivations
Matrix (v 0.1)
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
The Platform Design
Canvas (v 0.2)
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Becoming platforms: Harnessing the power of communities, beyond crowd-sourcing and openness
Mostly
Social /
Community
dynamics
(shared value)
Mostly p2p
dynamics
(exhanged value)
What’s the
intrinsic
motivation to
participate?
(problem solved
for peer
segments)
What are the key
stakeholders
contributing to the
platform operation and
mission?
What peer segments
are present in the
ecosystem? They could
be producers,
consumers or
prosumers playing both
the roles
What are the recurring
transactions between
the peer segments
composing the
ecosystem?
Through which channels
do the peer segments
get in contact and
execute transactions?
How is the value
exchanged and in what
forms?
What are the key
components of the
platform? (resources,
formats, infrastructures)
What services are
available for the
community to support
value creation?
How is the value
extracted and in what
forms?
iOS
App store
Developers
Indie studios
Dev houses
App purchase
App review
App recommen.
App store
IDE
App checking
Promotions
Apple
AD network
Payment GW
New Use Cases
Cash flows for
devs
Brand visibility
Ad interaction
Users
Tech Firms
SMBs
WWDC
30% fee on transactions
IDE access fee
Apps purchase / Money Reviews / Cred
Wordpress
Developers
Bloggers
Agencies
Wp.org
Wordpress SW
Wordcamp
Runnnig Wp.org
Wordpress
New Use Cases
Brand visibility
Starting a blog
WP.com upgrades / Money Reviews / Cred
Tech Firms
Premium Theme
purchhase
wp.com
Purchases on
Third party shops
Upgrading a blog
Wp.com
Third Party
marketplaces
Personalized L&F
Third party
stores/ecosystem
Browser
providers
Developers
WP backends
LAMP Stack
WP.com Theme upgrades / Money Free Code
Fees for services
thanks!
Simone Cicero
meedabyte

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