Postal2020: The Age of the Platform
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Here are the slides from my July 2012 Postal Vision 2020 Keynote. I discuss how Amazon, Apple, Facebook, and Google have redefined business.
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Postal2020: The Age of the Platform
- 2. Phil Simon - The Age of the Platform 2
- 3. “It seems to me that there are four companies that are exploiting platform strategies really well.” --Google Chairman Eric Schmidt All Things D Conference, 5.31.11 Phil Simon - The Age of the Platform 3
- 4. Phil Simon - The Age of the Platform 4
- 5. Phil Simon - The Age of the Platform 5
- 6. Little p vs. Big P A fundamentally new business model embraced by scores of companies A set of integrated planks: features, apps, products, or services Enhanced by vibrant ecosystems Phil Simon - The Age of the Platform 6
- 7. In 1998, Google wasn’t a platform; it was an amazing and very profitable search engine. So, why change? Why become a platform? Phil Simon - The Age of the Platform 7
- 8. In the Age of the Platform, even really powerful single-purpose companies can be cannibalized very quickly— something Google’s top brass has understood for quite some time. Phil Simon - The Age of the Platform 8
- 9. By adding Gmail, Maps, Docs, Plus, Blogger, YouTube, and a bevy of planks, Google has become the powerful platform it is today. Phil Simon - The Age of the Platform 9
- 10. Frequently add important planks to their platforms More consumer-oriented than business- oriented Rooted in emerging technologies And one more thing… Phil Simon - The Age of the Platform 10
- 11. Phil Simon - The Age of the Platform 11 Photo from Fast Company
- 12. There is no one right way, but… Scale, experimentation, and speed are critical It’s essential to add new and popular planks The Gang of Four crosspolinates • Intelligently uses other platforms as planks in their own Phil Simon - The Age of the Platform 12
- 13. Phil Simon - The Age of the Platform 13
- 14. Today, platforms hinge upon the strength of their ecosystems •Partners, developers, users, customers, and communities Phil Simon - The Age of the Platform 14
- 15. Partners and developers need sufficient incentives Partners and developers need powerful tools • Open Application Programming Interfaces (APIs) • Free Software Development Kits (SDKs) Phil Simon - The Age of the Platform 15
- 16. Phil Simon - The Age of the Platform 16
- 17. Phil Simon - The Age of the Platform 17 Photo from LA Times
- 18. Phil Simon - The Age of the Platform 18
- 19. There’s no one quick fix Continuous evolution It’s about culture more than technology Phil Simon - The Age of the Platform 19
- 20. www.philsimonsystems.com www.theageoftheplatform.com twitter.com/philsimon facebook.com/theageoftheplatform Phil Simon - The Age of the Platform 20
Editor's Notes
- Hello. My name is Phil Simon and today I want to talk to you an entirely new age: The Age of the Platform. But first, let’s try an experiment.
- Ask everyone to please stand up for a moment. If you use Amazon products or services at work or at home, then please sit down. Repeat.
- Schmidt at the time was the CEO of Google; he is now the Chairman of the Board. Which companies? Amazon, Apple, Facebook, and Google. He called them “the gang of four.”
- In the book, I contend that these companies have done nothing less than redefine business. Because of their platforms, the gang of four has been enormously successful. Amazon, Apple, Facebook, and Google have ushered in a new age….
- Welcome to The Age of the Platform. But let’s first get our terms straight. WHAT DO WE MEAN BY ‘PLATFORMS’?
- 4 bullets – success begins with a common understanding of terms Big P vs. Little P (operating systems, telephone lines) And not just for the Gang of Four. Emerging platforms. Planks. A platform is nothing without its planks. Talk about one-stop shopping. Third parties, developers, users, customers, communities. These ecosystems extend platforms in new and interesting directions. Use Twitter/Tweetdeck example. Does this seem abstract? Let’s look at an example: Google.
- Better than AltaVista, Lycos
- After first – why did Google change? Christensen writes about this in The Innovator’s Dilemma. Google didn’t want to become Microsoft. A company that has struggled to reduce reliance upon core products like Windows and Office. CNET tablet example Unable to innovate and change course because it was so successful. So, we know the why. What about the how?
- Pic animation Google became a platform by adding planks – Gmail, maps, Android, Docs, Reader, YouTube, etc.
- 4 bullets. This was one of the questions on my mind while researching the book. Talk about Amazon adding planks. Apple changing its name in 2007. Consumerization of IT. Rise of the prosumer. Cloud. Mobility. APIs, SDKs And one more thing…
- Each company got to this point through their iconic and visionary leaders. Rupert Murdoch buying MySpace; no one would ever confuse him for Mark Zuckerberg. I want to spend most of my time today talking about how the Gang of Four built its platforms.
- 3 bullets Contrast Amazon (get big fast) with Facebook (2006, Friendster). Apple’s ecosystem isn’t entirely open; Android is. MENTION TWITTER, RUBY ON RAILS, SCALA. Google added + despite three previous failures in adding a social plank Google has an official Twitter feed; Amazon has a YouTube channel. Now, let’s talk about ecosystems.
- THIS NOTION OF A PLATFORM IS NOT NEW. SO, WHAT HAS CHANGED? What’s different now about platforms compared to the late-1990s?
- Rejection of ‘not invented here.’ Stronger ecosystems = stronger platforms. This is not just about a company’s R&D dept It’s not just about the technology; it’s about what you can do with it. RIM – bad apps.
- 3 bullets Talk about 70/30 split. One without the other doesn’t make any sense. tools 2a – APIs – definition. They allow computers and devices to talk to one another. Think GUI 2b. Watching a TED video on a 12-year old who builds Apps for the app store Let’s talk a little more about these ecosystems in action. Here are some examples.
- Amanda Hocking signed a $2m book deal with St. Martin's Press
- Mark Pinkus – he is the reason that your FB friend feed has all of this Mafia Wars crap.
- There’s no one quick fix. Continuous evolution. It’s about culture more than technology.