Kellogg HTC Platforms

Tuesday, January 20, 2009

TechnologyPrimerPla0ormStrategy

KariWilson



Pla0ormBasics


Pla0ormBasics

HowPla0ormsWork


Pla0ormBasics

HowPla0ormsWork

Pla0ormStrategy


Pla0ormBasics

Needimage

Pla0ormBasics


pla0orm

Whatisapla0orm?


pla0orm

applica>onsplug‐ins

Whatisapla0orm?


OS Internet MobileApplica>on

Whatisapla0orm?


Whyarepla0ormsimportant?


Whyarepla0ormsimportant?


HowPla0ormsWork


• Samplecode• Tutorials• Debuggers• Documenta>on• APIs

SoGwareDeveloperKit(SDK)


APIs(Applica>onProgrammingInterface)

Sure,Hereyougo.

Thanks!

CanyousendmethecityJimlivesin?


APIs(Applica>onProgrammingInterface)

Sure,Hereyougo.

Thanks!

CanyousendmethecityJimlivesin?


11

What’samash‐up?






13

What’saplug‐in?




15

What’sawidget?




Pla0ormStrategy


!"#$%&'(

!"#$)**"&(!+,-"#).,(

Wheredoesthisfit?

Complementors

Context


!"#$%&'(

!"#$)**"&(!+,-"#).,(

Wheredoesthisfit?

Complementors

Context


moreusers

moredevelopers

Wheredoesthisfit?

networkeffects


Developers

Company

Users

Whoarethekeyplayers?


Whoareyourcustomers?


!"#$%&'(&$ )'*'+,-'(&$

Whoareyourcustomers?


Two‐sidedmarket

22


Howtopricetwosidedmarkets

23

Whichside....



23

ismorepricesensi>ve?

Whichside....



23


addsmorepla0ormvalue?

Whichside....



23


addsmorepla0ormvalue?

Whichside....

ismoresensi>vetogrowthoftheotherside?


!"#$%&%'()


24

!"#$%&'


!"#$%&%'()


24

!"#$%&'

• pricesensi>ve

• addspla0ormvalue


!"#$%&%'()


24

!"#$%&'

• demandincreaseswithothersidegrowth

• pricesensi>ve

• addspla0ormvalue


!"#$%&%'()


!"#$%&'


!"#$%&%'()


!"#$%&'

• gamedevelopers• consumers(consoles)


!"#$%&%'()


!"#$%&'



!"#$%&%'()


!"#$%&'


• PDFwriters• PDFreaders


LimitedResources


DeveloperPriori>za>on

Segment

Target

Posi>on



Segment

Target

Posi>on

Geography

Size

Ver>cals

Profitability



Segment

Target

Posi>on

Networkeffects

Targetsize

Feasibility


LimitedResources


Pla0ormWars

1970s


Pla0ormWars

1970s

recent


CurrentPla0ormWars

socialgraph

mobile


KeyPla0ormTakeaways


KeyPla0ormTakeaways

• Thirdpar>esaddvalue


KeyPla0ormTakeaways


• Pla0orm,developersandusers


KeyPla0ormTakeaways



• Two‐sidedmarkets


KeyPla0ormTakeaways



• Two‐sidedmarkets

• Limitedresources


!"email:[email protected]

