Following the path of companies such as Apple and Amazon, more and more
firms are trying to become not just product purveyors but also platform
providers, facilitating direct connections between customers and other
groups. Although launching a platform can generate new revenue, success
is not automatic. After studying more than 20 companies that have tried
to move from products to platforms, the authors point to four practices
that can separate winners from losers: 1. Start with a defensible
product and a critical mass of users. A strong product and a loyal
customer base will attract third parties to your platform. 2. Apply a
hybrid business model. Instead of operating with a “product mindset” or a
“platform mindset” alone, combine the two in order to discover new
opportunities for creating value. 3. Drive rapid conversion to the
platform. Existing customers are likely to flock to a platform if it
provides enough new value, if the additional products and services
offered are consistent with your brand, and if users have opportunities
to improve both the products and the platform. 4. Deter competitive
imitation. Make it tough for rivals to copy your product-to-platform
strategy: Consider creating proprietary standards, using exclusivity
contracts, and erecting other barriers to competition.
[ABSTRACT FROM AUTHOR]