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

Kalina S. Staykova; Jan Damsgaard

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

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

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Abstract

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.

Originalsprog	Engelsk
Titel	ECIS 2016 Proceedings
Redaktører	Meltem Özturan, Matti Rossi, Daniel Veit
Antal sider	16
Udgivelsessted	Atlanta, GA
Forlag	Association for Information Systems. AIS Electronic Library (AISeL)
Publikationsdato	2016
Artikelnummer	78
Status	Udgivet - 2016
Begivenhed	The 24th European Conference on Information Systems (ECIS) 2016 - Boğaziçi University, Istanbul, Tyrkiet Varighed: 12 jun. 2016 → 15 jun. 2016 Konferencens nummer: 24 http://www.ecis2016.eu/en/

Konference

Konference	The 24th European Conference on Information Systems (ECIS) 2016
Nummer	24
Lokation	Boğaziçi University
Land/Område	Tyrkiet
By	Istanbul
Periode	12/06/2016 → 15/06/2016
Internetadresse	http://www.ecis2016.eu/en/

Navn	Proceedings of the European Conference on Information Systems
ISSN	0000-0034

Emneord

Multi-sided platforms
Platform expansion
Platform strategy
Case studies

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Citationsformater

@inproceedings{10c078454ad14c1d830d64d2a0648d66,

title = "Platform Expansion Design as Strategic Choice: The Case of WeChat and KakaoTalk",

abstract = "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.",

keywords = "Multi-sided platforms, Platform expansion, Platform strategy, Case studies, Multi-sided platforms, Platform expansion, Platform strategy, Case studies",

author = "Staykova, {Kalina S.} and Jan Damsgaard",

year = "2016",

language = "English",

series = "Proceedings of the European Conference on Information Systems",

editor = "Meltem {\"O}zturan and Matti Rossi and Daniel Veit",

booktitle = "ECIS 2016 Proceedings",

publisher = "Association for Information Systems. AIS Electronic Library (AISeL)",

note = "24th European Conference on Information Systems, ECIS 2016 ; Conference date: 12-06-2016 Through 15-06-2016",

url = "http://www.ecis2016.eu/en/",

}

Staykova, KS & 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, Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the European Conference on Information Systems, The 24th European Conference on Information Systems (ECIS) 2016, Istanbul, Tyrkiet, 12/06/2016. <http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1079&context=ecis2016_rp>

Platform Expansion Design as Strategic Choice: The Case of WeChat and KakaoTalk. / Staykova, Kalina S.; Damsgaard, Jan.
ECIS 2016 Proceedings. red. / Meltem Özturan; Matti Rossi; Daniel Veit. Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL), 2016. 78 (Proceedings of the European Conference on Information Systems).

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

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N2 - 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.

AB - 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.

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