Software Ecosystems: Vendor-Sided Characteristics of Online Marketplaces Christoph Burkard, Tobias Draisbach, Thomas Widjaja, Peter Buxmann

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1 Software Ecosystems: Vendor-Sided Characteristics of Online Marketplaces Christoph Burkard, Tobias Draisbach, Thomas Widjaja, Peter Buxmann?? INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 1

Draisbach, Thomas Widjaja, Peter Buxmann?? 07.10.

2 Research Focus and Motivation Many online marketplaces exist in the software industry For instance, customers can search, review, buy and use software services Marketplaces may be part of a Software Ecosystem Software Ecosystems (SECOs): a set of actors functioning as a unit and interacting with a shared market for software and services, together with the relationships among them. These relationships are frequently underpinned by a common technological platform or market and operate through the exchange of information, resources and artifacts. (Jansen 2009a) Research on Software Ecosystems resides in an early stage Characterization of SECOs is a open research question (Jansen 2009b) INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 2

them. These relationships are frequently underpinned by a common technological platform or market and operate through the exchange of information, resources and artifacts.

3 Vendor-Sided Characteristics of SECOs (Jansen 2009a, Iansiti 2004a, Gawer 2002, Adner 2006, Hagui 2006, Bosch 2009, Iansiti 2004c, den Hartigh 2006, Iansiti 2004 b, Roson 2005, Lehmann 2009, Poolsombat 2006, Rochet 2003, Lee 2009) INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 3

Iansiti 2004 b, Roson 2005, Lehmann 2009, Poolsombat 2006, Rochet 2003,

4 Stability of SECOs Stability refers to history and health of a SECO (Jansen 2009a / Iansiti 2004c) History: Describes the evolution of a SECO Health: Rubustness: the capability of facing and surviving perturbations and disruptions Productivity: the effectiveness [ ] in converting innovation into lowered costs and new products and functions Niche creation: the capacity to create new valuable niches (den Hartigh 2006) INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 4

the effectiveness [ ] in converting innovation into lowered costs and new products and functions Niche creation: the

5 Pricing and Multi-Homing of SECOs Pricing Can be regarded from different perspectives in a SECO 1 st : marketplace provider has his/her revenue model towards 3rd party providers (Roson 2005) 2 nd : vendors have own pricing models for their offerings (Lehmann 2009) Multi-Homing (Poolsombat 2006, Rochet 2003) Basically: Trade-off between limited transaction volume and costs for exploitation of a new platform (Rochet 2003, Lee 2009) Vendor 1 Platform A Vendor 2 Platform B INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 5

Multi-Homing (Poolsombat 2006, Rochet 2003) Basically: Trade-off between limited transaction volume and costs for exploitation of a new

6 Vendor-Sided Characteristics of SECOs (Jansen 2009a, Iansiti 2004a, Gawer 2002, Adner 2006, Hagui 2006, Bosch 2009, Iansiti 2004c, den Hartigh 2006, Iansiti 2004 b, Roson 2005, Lehmann 2009, Poolsombat 2006, Rochet 2003, Lee 2009) INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 6

7 FaDOM A Framework for Automated Data Collection in Online Marketplaces INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 7

8 Investigated SaaS Marketplaces Apps Marketplace: refers to the category Products Microsoft Pinpoint: refers to the category Online Applications / U.S. version Adjustment of scope: avoids (on premise) applications to be listed in the analysis which are not within the scope of AppExchange, SugarExchange or SuiteApp.com INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 8

version Adjustment of scope: avoids (on premise) applications to be listed in the analysis which

9 Number of Applications Over Time INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 9

10 Number of Applications per Vendor Over Time INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 10

11 Pricing An automatic distinction between free and paid applications is possible for three marketplaces AppExchange 1294 applications over all 677 subject to a charge, 617 are for free 292 internal applications 3 subject to a charge, 289 are for free Pinpoint No internal applications identified 1592 applications over all 1551 subject to a charge, 41 are for free SugarExchange Just one internal application no distinction 123 applications over all 73 subject to a charge, 42 are for free, 15 with no information (note: one applications may contain multiple pricing data due to multiple versions) INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 11

subject to a charge, 41 are for free SugarExchange Just one internal application no distinction 123 applications over all 73 subject to a charge, 42 are for free, 15

12 Multi-homing INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 12

13 Limitations and Outlook Interpretation of data: currently no theoretical frameworks exist interpretations may just represent one possible perception Analyses are limited by the public available data missing usage / revenue data avoids comparison of applications or entire ecosystems Possible further research: Adoption of fundamental theories like, e.g., the theory of network externalities to our data set In-depth analysis of growth strategies of niche players (e.g., first-hand surveys) Answering questions like In which cases is it more promising to provide applications for different platforms? By means of FaDOM, we conduct a long term longitudinal study about the development of vendor-sided characteristics of different marketplaces and the effects of changes in the strategic concepts of marketplace providers on the SECO characteristics INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 13

g., first-hand surveys) Answering questions like In which cases is it more promising to provide applications for different platforms?

14 Literature I Adner, R. (2006): Match Your Innovation Strategy to Your Innovation Ecosystem. In: Harvard Business Review, 84 (4), S Bosch, J. (2009): From software product lines to software ecosystems. In: 13th International Software Product Line Conference. San Francisco. den Hartigh, E.; Tol, M.; Visscher, W. (2006): The health measurement of a business ecosystem. In: ECCON 2006 Annual meeting. Gawer, A.; Cusumano, M. (2002): Platform leadership: How Intel, Microsoft, and Cisco drive industry innovation. Harvard Business School Press. Hagiu, A. (2006): Pricing and Commitment by Two-Sided Platforms. In: RAND Journal of Economics, 37 (3), S Iansiti, M.; Levien, R. (2004a): The Keystone Advantage: What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability. HBS Press, Boston. Iansiti, M.; Levien, R. (2004b): Keystones and Dominators: Framing Operating and Technology Strategy in a Business. Working Paper. Iansiti, M.; Levien, R. (2004c): Strategy as ecology. In: Harvard Business Review, 82 (3), S Jansen, S.; Brinkkemper, S.; Finkelstein, A. (2009a): Business Network Management as a Survival Strategy: A Tale of Two Software Ecosystems. In: First Workshop on Software Ecosystems. Virginia, S INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 14

(2006): The health measurement of a business ecosystem. In: ECCON 2006 Annual meeting. Gawer, A.; Cusumano, M. (2002): Platform leadership: How Intel, Microsoft, and Cisco drive industry innovation.

15 Literature II Jansen, S.; Finkelstein, A.; Brinkkemper, S. (2009b): A Sense of Community: A Research Agenda for Software Ecosystems. In: 31st International Conference on Software Engineering. Vancouver, S Lee, R. S. (2009): Vertical Integration and Exclusivity in Platform and Two-Sided Markets. SSRN elibrary. Lehmann, S.; Buxmann, P. (2009): Pricing Strategies of Software Vendors. In: Business & Information Systems Engineering, 1 (6), S Poolsombat, R.; Vernasca, G. (2006): Partial multihoming in two-sided markets. Discussion Paper. Rochet, J.-C.; Tirole, J. (2003): Platform competition in two-sided markets. In: Journal of the European Economic Association, 1 (4), S Roson, R. (2005): Two-Sided Markets: A Tentative Survey. In: Review of Network Economics, 4 (2), S INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 15

(2009): Pricing Strategies of Software Vendors. In: Business & Information Systems Engineering, 1 (6), S. 452-462. Poolsombat, R.; Vernasca, G. (2006): Partial multihoming in two-sided markets.

16 Thank you very much for your attention! INFORMATIK 2011 Dipl.-Wirtsch.-Inform. Christoph Burkard 16

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