Platform Ecosystems. Aligning Architecture, Governance, and Strategy. Amrit Tiwana AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO

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1 Platform Ecosystems Aligning Architecture, Governance, and Strategy Amrit Tiwana AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Morgan Kaufmann is an imprint of Elsevier

2 Contents Introduction xv PART I THE RISE OF PLATFORMS CHAPTER 1 The Rise of Platform Ecosystems The War of Ecosystems Platform Ecosystems Elements of a Software Platform Ecosystem What a Platform is Not Drivers of the Migration Toward Platforms Driver #1: Deepening Specialization Driver #2: Packetization Driver #3: Software Embedding Driver #4: The Internet of Things Driver #5: Ubiquity The Perfect Storm Lessons Learned 20 CHAPTER 2 Core Concepts and Principles Introduction Core Concepts The Platform Lifecycle Multisidedness Network Effects Multihoming Tipping Lock-in Competitive Durability Envelopment Architecture Governance Guiding Principles The Red Queen Effect The Chicken-or-Egg Problem The Penguin Problem Emergence The Seesaw Problem 42 ix

3 x Contents The Humpty Dumpty Problem The Mirroring Principle Coevolution The Goldilocks Rule Lessons Learned 47 CHAPTER 3 Why Platform Businesses Are Unlike Product or Service Businesses Introduction Market Potential Difference's Structural Differences Management Style Differences Why Platforms Need a Different Mindset How Products and Services Can Evolve into Platforms The Four Lenses for Spotting Platform Opportunities Lessons Learned 58 CHAPTER 4 The Value Proposition of Platforms Platform Owners Massively Distributed Innovation Risk Transfer Capturing the Long-Tail Competitive Sustainability App Developers Technological Foundations Market Access End-Users Mix-and-Match Customization Faster Innovation and Network Benefits Competition Among Rivals Lower Search and Transaction Costs Lessons Learned 68 PART II ARCHITECTURE AND GOVERNANCE CHAPTER 5 Platform Architecture How Unemployed Hairdressers Became France's Mathematical Champions Complexity: The Achilles Heel of Platforms Two Types of Complexity The Two Functions of Ecosystem Architecture Partitioning Systems Integration 82

4 5.4 Ecosystem Architecture App Microarchitecture Four Desirable Properties of Platform Architectures Architectural Lessons From Cities Modularity of Architectures Software Modularity Platform Architecture: An Ecosystem's DNA Design Precedes Production Design Modularity Enables Production Modularity Goldilocks Strikes Again Upsides of Modularization Downsides of Modularization Two Mechanisms for Modularization Decoupling Interface Standardization 110 Chapter Summary 115 CHAPTER 6 Platform Governance Platform Governance as the Blueprint for Ecosystem Orchestration Three Dimensions of Platform Governance Decision Rights Partitioning Control Portfolio Design Pricing Aligning Governance Aligning Decision Rights Partitioning Aligning Control Portfolios Aligning Platform Pricing Policies 144 Chapter Summary 150 PART III DYNAMICS AND METRICS OF ECOSYSTEM EVOLUTION CHAPTER 7 Metrics of Evolution Three Roles of Evolutionary Metrics Metrics Steer Evolution Metrics Separate Signal from Noise Metrics Help Manage Tradeoffs Three Guiding Principles Look from Outside in Focus Attention on the Short Term Without Losing Sight of the Long Term The Cost of Tracking a Metric Should Never Exceed the Value of Tracking it 159

5 xii Contents 7.3 An Overview of Metrics of Evolution in Platform Ecosystems Short-Term Metrics of Evolution Resilience Scalability Composability Medium-Term Metrics of Evolution Stickiness Platform Synergy Plasticity 7.6 Long-Term Metrics of Evolution Envelopment Durability Mutation Lessons Learned 177 CHAPTER 8 Real Options Thinking in Ecosystem Evolution An Introduction to Real Options Thinking Volatility in Technologies and Markets Technical Volatility Market Volatility Types of Real Options Applying Real Options Thinking in Practice Decomposing a Project into Smaller Subprojects Sequencing Subprojects Exercising Real Options: The Devil is in the Details Cost of an Option Value of an Option Exercising an Embedded Option: When to Hold and When to Fold Lessons Learned 190 CHAPTER 9 Modular Operators: Platform Ecosystems' Evolutionary Baby Steps An Overview of Modular Operators Split Subtract Substitute Augment Mutate Lessons Learned 197

6 Contents xiii PART IV ORCHESTRATING EVOLUTION CHAPTER 10 Evolving a Platform The Bathtub Model: Ecosystem Innovation as Stocks and Flows Growing the Stock Creating and Sustaining a Competitive Advantage Evolution Speed: Lessons from American Military Doctrine Orchestrating Platform Evolution: A Preview Orchestrating Short-Term Platform Evolution Orchestrating Platform Resilience Orchestrating Platform Scalability Orchestrating Platform Composability Orchestrating Medium-Term Platform Evolution Growing Platform Stickiness Growing Platform Synergy Across the Ecosystem Orchestrating Platform Plasticity Orchestrating Long-Term Platform Evolution Orchestrating Platform Envelopment Rebuffing Envelopment Attacks on a Platform Orchestrating Platform Durability Consistently Contributing Valuable Resources to the Ecosystem Accumulating Nonsubstitutable Assets Orchestrating Platform Mutation Lessons Learned 246 CHAPTER 11 Evolving an App Dynamics of Platform Markets A Rising Tide Floats all Boats The Eureka Moment and the Origin of Apps Who is the Incumbent? Think Again How App Microarchitecture Shapes App Evolvability Evolving an App: A Preview Evolving an App in the Short Term Managing App Resilience Improving App Scalability Enhancing App Composability Evolving an App in the Medium Term Growing App Stickiness Tradeoffs in Managing an App's Platform Synergy Enhancing App Plasticity 262

7 xiv Contents 11.7 Evolving an App in the Long Term App Envelopment: How Apps Evolve into Platforms Enhancing App Durability Orchestrating App Mutation Lessons Learned 267 PART V THE ROAD AHEAD CHAPTER 12 Every Product Is a Platform Waiting to Happen Idea 1: Migration to Ecosystem Competition Business Ecosystems in Nontechnology Industries Properties Unique to Business Ecosystems The Three Stooges of a Business Ecosystem Idea 2: Ecosystem Orchestration Drives Evolutionary Survival The Red Queen Race to Survive Business Ecosystems Thrive on Orchestration You Cannot Win the Grand Prix by Watching the Fuel Gauge Challenges in Business Ecosystems Evolve Over Their Lifecycle Idea 3: Orchestration Requires Interlocking of Ecosystem Architecture and Governance Architecture is an Ecosystem's DNA Ecosystem Governance is the Catalyst for Evolution Architecture and Governance as the Interlocking Gears of an Ecosystems' Evolutionary Motor 280 About the Author 281 References 283 Glossary 289 Index 295

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