The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

An Innovative Framework to Classify Online Platforms

온라인 플랫폼의 분류 프레임워크 : 국내 플랫폼 사례연구를 중심으로

  • 강형구 (한양대학교 경영대학 파이낸스 경영학과) ;
  • 강창모 (한양대학교 경영대학 파이낸스 경영학과) ;
  • 전성민 (가천대학교 경영대학 경영학부)
  • Received : 2021.11.02
  • Accepted : 2022.02.24
  • Published : 2022.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose This paper presents a new method of classifying online platforms. It also explains how to apply the framework using case studies and generate new insight about platform strategies and policy development. Design/methodology/approach This paper focuses on the relationship between platforms, especially the hierarchy and power relations, and broadly classifies platforms as follows: content/services, meta information, app stores, operating systems, and cloud. Both the content/service platform and the meta information platform have matching as their main function. However, most content/services tend to collect and access information through meta-information platforms, so meta-information platforms are closer to infrastructure than content/service platforms. App store, operating system, and cloud can be said to be platforms of platforms. A small number of companies in the US and China dominate platforms of platforms, and become the recent development and regulatory targets of their respective governments. Findings We should be wary of the attempts to regulate domestic platforms by importing foreign regulations that ignore the hierarchical structure that our framework highlights. We believe that Korea's strategy to become a true platform powerhouse is clear. As one of the few countries with significant companies in the area of meta information platforms, it will be necessary to fully utilize the position and advance into the strategically important area of platforms of platforms. Furthermore, it is necessary to encourage world-class companies to appear in Korea in the app store, operating system, and cloud. To do so, the government needs to introduce promotion policies to strategically nurture such platforms rather than to regulate them.

Keywords

Acknowledgement

이 논문 또는 저서는 2020년 대한민국 교육부와 한국연구재단의 인문사회분야 중견연구자지원사업의 지원을 받아 수행된 연구임(NRF-2020S1A5A2A01041186).

References

  1. 김보라, 박현선, 김상현. (2021). "크라우드펀딩 참여와 구전의도에 대한 실증적 분석: 플랫폼 신뢰를 중심으로." 정보시스템연구, 30(2), 1-27.
  2. 김창욱, 강민형, 강한수, 윤영수, 한일영. (2012). "기업생태계와 플랫폼 전략." SERI 연구보고서.
  3. 노규성. (2014). 플랫폼이란 무엇인가, 커뮤니케이션북스.
  4. 신선영, 서창교. (2020). "플랫폼 정부 연구의 탐색적 분석." 정보시스템연구, 29(1), 159-179.
  5. 이금노, 서종희, 정영훈. (2016). "온라인플랫폼기반 소비자거래에서의 소비자문제 연구." 소비자연구원.
  6. 이병준. (2021). "법체계 측면에서 유럽연합 디지털 서비스법과 플랫폼 규제의 특징." 유통법연구, 8(1), 43-79.
  7. 이태희, 전성민. (2021). "국내 모바일 게임 및 인앱 결제 수수료 적정성에 대한 탐색적 연구." 한국전자거래학회지, 26(3), 55-66. https://doi.org/10.7838/JSEBS.2021.26.3.055
  8. 최창수. (2020). "디지털 플랫폼에 대한 주요국 규제체계의 비교법 연구-독점규제법을 중심으로." 저스티스, (177), 325-354.
  9. Armstrong, M. (2006). "Competition in Two Sided Markets." The RAND journal of economics, 37(3), 668-691. https://doi.org/10.1111/j.1756-2171.2006.tb00037.x
  10. Baldwin, C. Y., and Clark, K. B. (2000). "Design Rules: The Power of Modularity." MIT Press.
  11. Belleflamme, P., and Peitz, M. (2019). "Platform Competition: Who Benefits from Multihoming?." International Journal of Industrial Organization, 64, 1-26. https://doi.org/10.1016/j.ijindorg.2018.03.014
  12. Bollen, D., Knijnenburg, B. P., Willemsen, M. C., and Graus, M. (2010, September). "Understanding Choice Overload in Recommender Systems." In Proceedings of the fourth ACM conference on Recommender systems (pp. 63-70).
  13. Chesbrough, H. (2003). "The Logic of Open Innovation: Managing Intellectual Property." California management review, 45(3), 33-58. https://doi.org/10.2307/41166175
  14. Church, Z. (2017). "Platform Strategy, Explained." MIT Management Sloan School Newsroom. Retrieved from mitsloan. mit. edu website: http://mitsloan.mit.edu/newsroom/articles/platform?strategy?explained/. 2017.
  15. EC (2020), Digital Markets Acts and Digital Services Acts, 2020. (and Digital Future) House of Representatives, US Government, Investigation on Competition on Digital Markets, 2020.
  16. Economist (2021). The Three Unknowns of the Modern Ad Age. https://www.economist.com/business/2021/10/30/the-three-unknowns-of-the-modern-ad-age
  17. Eisenmann, T., Parker, G., and Van Alstyne, M. W. (2006). "Strategies for Two-Sided Markets." Harvard business review, 84(10), 92.
  18. EU (2016). Regulatory Environment for Platforms, Online Intermediaries, Data and Cloud Computing and the Collaborative Economy, EU.
  19. Evans, D. S., Hagiu, A., and Schmalensee, R. (2008). Invisible Engines: How Software Platforms Drive Innovation and Transform Industries (p. 408). The MIT Press.
  20. Gu, G., and Zhu, F. (2021). "Trust and Disintermediation: Evidence from an Online Freelance Marketplace." Management Science, 67, 794-807. https://doi.org/10.1287/mnsc.2020.3583
  21. Hagiu, A., and Wright, J. (2019). "Controlling vs. Enabling." Management Science, 65(2), 577-595. https://doi.org/10.1287/mnsc.2017.2956
  22. Hagiu, A., and Wright, J. (2020a). "Data-Enabled Learning, Network Effects and Competitive Advantage." In Working paper.
  23. Hagiu, A., and Wright, J. (2020b). "When Data Creates Competitive Advantage." Harvard Business Review, 98(1), 94?101.
  24. Kretschmer, T., Leiponen, A., Schilling, M., and Vasudeva, G. (2020). "Platform Ecosystems as Meta-Organizations: Implications for Platform Strategies." Strategic Management Journal, n/a (n/a). https://doi.org/10.1002/smj.3250
  25. IEEE (2013). OSI: The Internet That Wasn't. https://spectrum.ieee.org/osi-the-internet-that-wasnt
  26. Johnson, E. J., Shu, S. B., Dellaert, B. G., Fox, C., Goldstein, D. G., Haubl, G., ... and Weber, E. U. (2012). "Beyond Nudges: Tools of a Choice Architecture." Marketing Letters, 23(2), 487-504. https://doi.org/10.1007/s11002-012-9186-1
  27. Katz, M. L., and Shapiro, C. (1994). "Systems Competition and Network Effects." Journal of economic perspectives, 8(2), 93-115. https://doi.org/10.1257/jep.8.2.93
  28. Li, H., and Zhu, F. (2021). "Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market." Management Science, 67(7), 4384-4407. https://doi.org/10.1287/mnsc.2020.3718
  29. Mell, P., and Grance, T. (2011). "The NIST Definition of Cloud Computing." Technical Report 800-145. National Institute of Standards and Technology: U.S. Department of Commerce. doi:10.6028/NIST.SP.800-145.
  30. OECD (2019). An Introduction to Online Platforms and their Role in the Digital Transformation, OECD.
  31. Parker, G. G., Van Alstyne, M. W., and Choudary, S. P. (2016). Platform Revolution: How Networked Markets are Transforming the Economy and How to Make Them Work for You. WW Norton & Company.
  32. Pauwels, K., and Weiss, A. (2008). "Moving from Free to Fee: How Online Firms Market to Change Their Business Model Successfully." Journal of Marketing, 72(3), 14-31. https://doi.org/10.1509/jmkg.72.3.14
  33. Perset, K. (2010). The Economic and Social Role of Internet Intermediaries, OECD.
  34. Porter, M. E. (1985). Creating and Sustaining Superior Performance. Competitive Advantage, Free Press.
  35. Rochet, J. C., and Tirole, J. (2006). "Two-Sided markets: a Progress Report." The RAND journal of economics, 37(3), 645-667. https://doi.org/10.1111/j.1756-2171.2006.tb00036.x
  36. Roth, A. E. (2015). Who gets what-and why: The New Economics of Matchmaking and Market Design. Houghton Mifflin Harcourt.
  37. Shelanski, H., Knox, S., and Dhilla, A. (2018). 8. Network Effects and Efficiencies in Multi-Sided Markets. Rethinking Antitrust Tools for Multi-Sided Platforms, 189.
  38. Shapiro, C., and Varian, H. R. (1999). Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press, 173-225.
  39. Schmidt, E., Work, B., Catz, S., Chien, S., Darby, C., Ford, K., ... and Moore, A. (2021). National Security Commission on Artificial Intelligence (AI). National Security Commission on Artificial Intellegence.
  40. Thaler, R. H., Sunstein, C. R., and Balz, J. P. (2013). Choice Architecture. In The Behavioral Foundations of Public Policy (pp. 428-439). Princeton University Press.
  41. Vakeel, K. A., Malthouse, E. C., and Yang, A. (2020). "Impact of Network Effects on Service Provider Performance in Digital Business Platforms." Journal of Service Management.
  42. Yoo, Y., Boland Jr, R. J., Lyytinen, K., and Majchrzak, A. (2012). "Organizing for Innovation in the Digitized World." Organization science, 23(5), 1398-1408. https://doi.org/10.1287/orsc.1120.0771
  43. Zhu, F., and Furr, N. (2016). Products to Platforms: Making the Leap. Harvard business review, 94(4), 72-78.
  44. Zhu, F., and Iansiti, M. (2012). "Entry into Platform Based Markets." Strategic Management Journal, 33(1), 88-106. https://doi.org/10.1002/smj.941