Platform Expansion Design as Strategic Choice: The Case of WeChat and KakaoTalk

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    Abstrakt

    In this paper, we address how the strategic choice of platform expansion design impacts the subse-quent platform strategy. We identify two distinct approaches to platform expansion – platform bun-dling and platform constellations, which currently co-exist. The purpose of this paper is to outline the main characteristics of the two approaches and to identify the potential trade-offs associated with the selection of particular expansion mode. To this end, we construct the Platform Strategy Framework and apply it to two exemplary cases – WeChat, which functions as a feature bundling platform, and KakaoTalk, which evolves as platform constellation. Our analysis shows that there is not any prefera-ble design as each approach has its positive and negative aspects, which need to be carefully out-weighed when a platform owner designs its expansion strategy.
    OriginalsprogEngelsk
    TitelECIS 2016 Proceedings
    RedaktørerMeltem Özturan, Matti Rossi, Daniel Veit
    Antal sider16
    Udgivelses stedAtlanta, GA
    ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
    Publikationsdato2016
    Artikelnummer78
    StatusUdgivet - 2016
    BegivenhedThe 24th European Conference on Information Systems (ECIS) 2016 - Boğaziçi University, Istanbul, Tyrkiet
    Varighed: 12 jun. 201615 jun. 2016
    Konferencens nummer: 24
    http://www.ecis2016.eu/en/

    Konference

    KonferenceThe 24th European Conference on Information Systems (ECIS) 2016
    Nummer24
    LokationBoğaziçi University
    LandTyrkiet
    ByIstanbul
    Periode12/06/201615/06/2016
    Internetadresse
    NavnProceedings of the European Conference on Information Systems
    ISSN0000-0034

    Emneord

    • Multi-sided platforms
    • Platform expansion
    • Platform strategy
    • Case studies

    Citationsformater

    Staykova, K. S., & Damsgaard, J. (2016). Platform Expansion Design as Strategic Choice: The Case of WeChat and KakaoTalk. I M. Özturan, M. Rossi, & D. Veit (red.), ECIS 2016 Proceedings [78] Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). Proceedings of the European Conference on Information Systems