• Journal of Korea Technology Innovation Society
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• v.22 no.2
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• pp.220-241
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• 2019

In order to provide theoretical guidance to research in platform strategy, we build the conceptual framework based on the organizational ecology and analyze symbiotic/competitive relationship between platform entities. Platform owner and service provider (i.e. complementors) make symbiotic relationship, where platform owner provide service provider user-base and platform resources such as marketing tools and platform technology, and service provider provide platform owner services which users utilize. In addition to symbiotic relationships, platform owner has competitive relationship with other platform owners, and service provider builds competitive relationship with other service providers. In these relationships, the strategy of platform owner affects service provider and service provider builds a strategy for their own survival and success. This type of interaction makes competitive dynamics in platform. However, previous platform literature focuses on strategies to enhance network effect from the perspective of platform owner. Thus, there is little attention on interaction among the service providers. Using the framework based on community ecology of organizational ecology, we analyze interaction and strategy between platform owner and service provider in the viewpoint of platform openness strategy and platform pricing strategy. This research contributes to the literature of platform strategy by providing a theoretical framework based on organizational ecology to deeply understand the dynamics of platform.

• International Journal of Advanced Culture Technology
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• v.10 no.4
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• pp.389-395
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• 2022

This paper selected 'Line', the messenger application of Korea's leading software-based IT company 'Naver', and performed a case analysis specially in the early stages of the messenger industry. First, this study analyzed what the mobile messenger industry is and the external environment. Next, an internal analysis was carried out through the strengths and weaknesses through Naver Line's resources and capabilities. With this analysis, this study could evaluate the platform strategy, communication strategy, and the user basic strategy that Naver is carrying out. This study gave us more understanding of the mobile instant messenger (MIM) industry and understand Naver's growth strategy, which will provide great implications for the working staff of IT companies.

• Korean Management Science Review
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• v.32 no.4
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• pp.209-236
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• 2015

This study focuses on the network externality effect related to the platform supplementary services. This study designs the network externality of platform and suggests a supplementary service adoption model. Additionally, this study examines the moderating effect of demand forecasting for the platform. Using AMOS program, a structural equation modeling has been used to analyze the research model. The findings can be summarized as follows : First, we find out the structural relationship among the factors (usefulness, perceived value, purchase intention) affecting adoption of the supplementary services. Second, positive perception of platform flow can promote the platform interaction. Third, positive perception of present users based on platform can arouse friendly evaluation in the platform interaction. Fourth, loyalty to the platform brand can improve the perceived usefulness of supplementary services, but cannot lessen the resistance to supplementary service cost. In addition, the moderating effects of demand forecasting for the platform in the path leading from platform factors to supplementary service factors were identified. In conclusion, traditional brand strategy may be effective in platform marketing activities but the extent of performance in the strategy can appear to be quite different. Therefore, taking the relationship with network externality into consideration should be involved in the marketing strategy in platform.

• Journal of Korea Society of Industrial Information Systems
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• v.19 no.1
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• pp.99-109
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• 2014

This study illustrates and compares the platform strategy of Apple and Samsung, which have been operating their own App stores, by using the $IISI^n$ model. Apple, the first mover of the platform, has employed closed strategy for quality control of the platform and customer loyalty. On the other hand, Samsung has employed open strategy for increasing the platform network effects. The result of this study showed that the platform strategy "Openness", which is a free entry of participants, and "Sharing" of created value, are important along with the excellent platform environment. As a pioneering study of the platform strategy for the co-creation, this research contributes to both theory and practice.

• World Technopolis Review
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• v.7 no.2
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• pp.125-134
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• 2018

The purpose of this article is to introduce and describe the case of Fukuoka Next-generation Social System Creation Hub based on the conceptual framework of regional innovation platform strategy. In short, it is a "government-issued" regional innovation platform strategy to improve innovativeness with limited creative capital through "borrowing" not money but network, wisdom, know-how, and ideas from each other between some stakeholder groups in a region. The Fukuoka Industry, Science & Technology Foundation, which is the coordinating institution of the whole program, plays the role of a platformer to unify various projects into the program crossing borders between stakeholder groups for building regional innovation platforms that lends intensive support to feedback loops between the program facilitator and its partners in the program. Thanks to being a government-issued one, it could be tied together with some wide ranging issues of policy on social innovations, such as the "low carbon society" or the "health and longevity society." But at the same time, it is a concern that many regional research institutions that have innovative potential and diverse ideas become governed by the platform without their noticing it and dealt with in the same way based on "selected" and "designated" strategic goals. Therefore, it seems that a regional innovation platform strategy is a kind of "double-edged sword" in public policy in the era of "panopticism of bureaucratic society" in Japan.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.4
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• pp.133-144
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• 2017

For a social venture in early stage, it is very difficult to set up a strategy as it has to pursue two contradictory goals; economic value and social value. The platform strategy can be good alternative solution for social ventures as it seeks building-up connections with other businesses to co-create value despite of limited resources. A Korean social venture, JUMP! which adopted platform strategy in the early stage, and successfully applied 4 key factors of platform strategy; core competency, value creation ability, efficiency and network effect, has been able to develop sustainable growth for itself and induce innovation and growth among the participants within the platform. This study was intended to research effect of adoption and successful application of platform strategy for social ventures in the early stage of start-up and draw conclusion through case study that platform strategy works for sustainable growth of social ventures.

• Asian Journal of Innovation and Policy
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• v.4 no.3
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• pp.397-409
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• 2015

Nowadays, crowdfunding presents a promising development. This research focuses on the influence of platform strategy and market response on the success of crowdfunding from the perspective of the elaboration likelihood model (ELM) theory. Detailed product specifications, crowdfunding difficulty coefficient, vivid advertising video such as introduction and music, and recommendations from relevant figures are all used to depict platform strategy. Meanwhile, we use the number of lovers, followers, comments and 1 RMB backers to measure the level of market response. And thus, we model the impact of platform strategy and market response on crowdfunding success with empirical studies based on 400 samples of observed value. We found firstly that there exist significant positive relations between the total amount of funds pledged and detailed product specification, vivid advertising video, recommendations from relevant figures and the number of 1 RMB backers. Secondly, the crowdfunding difficulty of projects affects negatively, and significantly, the total amount of funds pledged. Thirdly, the influence of the number of lovers and followers on funds pledged is not significant.

• Journal of Korea Society of Digital Industry and Information Management
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• v.12 no.1
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• pp.13-26
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• 2016

Service and technology for the future hyper-connected society, which is every information receive through the mobile internet, will be an Internet of Things. Thus, it is mandatory to derive key standardization work item and establish strategy for the global business with the standardization of device and service platform by the application service. In this study, by analyzing the domestic and international market trends, state of technical development, and standardization of technology, we identified the open platform is the stepping stone for achieving the goal which is establishing the virtuous circulation of IoT ecosystem. Also, we defined emphasized key standardization work item for achieving the open platform are network, server, access authentication, billing system, and software platform. After that, we proposed future strategy direction of standardization. This research could be contribute to the IoT service diffusion by realizing IP communication among low power wireless terminals and implementing light-weight standard internet protocol.

• Management & Information Systems Review
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• v.15
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• pp.187-222
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• 2004

The existing fixed telematics facilities for car were restricting of efficiency, utilization, communication, possibility, so it become disconnected with reality in the domestic and foreign market within thy near future, like as the case of 'car-phone'. It is too difficult to make a various business model on the restrict basis. To solve these problems, We suggested Tablet PC system as a new mobile telematics platform. The telematics platform based on the Tablet PC realize the perfect office, because it shows an excellent portability, high power and extension, various input equipment, and environment of communication in the car. To realize this concreteness, it needs a proper marketing strategy for a new business model. For this purpose, We analyzed the structure of industry, selected a proper target market, and established the strategy of marketing. Additionally, We proposed new business models ; particularly Portal site, Car-Home network, Car Software Tuning, and T-Vaccine(Intelligent Car Inspection System). These are made possible by the only Tablet PC platform.

• Electronics and Telecommunications Trends
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• v.35 no.7
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• pp.36-45
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• 2020

The method and process of research and development (R&D) is changing when we develop artificial intelligence (AI), and the way R&D results are dispersed is also changing. For the R&D process, using and participating in open-source ecosystems has become more important, so we need to be prepared for open source. For product and service development, a combination of AI algorithm, data, and computing power is needed. In this paper, we introduce ETRI AI Strategy #4, "Expanding AI Open Platform." It consists of two key tasks: one to build an AI open source platform (OSP) to create a cooperative AI R&D ecosystem, and another to systematize the "x+AI" open platform (XOP) to disperse AI technologies into the ecosystem.