Department of Transportation Technology and Management

Kainan University

以平台為基礎的競爭 - 以行動應用市集為例
Competing on Platforms-A Case of Mobile Ap
plication Markets

陳德釗
助理教授
國立中央大學企業管理學系

November 8, 2010
 Outline
 Introduction 前言

 Competing on Platforms 以平台為基礎的競爭

 Mobile Application Markets 行動應用市集現況

 Opportunities and Challenges 機會與挑戰

 Conclusions 結論
 Competing on Platforms

 Credit card, PC OS, Media, Smartphone OS, applicati

on store/market for smartphones.
信用卡、個人電腦作業系統、雜誌 / 報紙、智慧型手機作業
系統、智慧型手機的軟體應用市集

 All these business can’t grow without supports from o

ther complementary players.
上述這些業務的成長皆須仰賴具互補性的對象 ( 廠商 , 客戶
/ 消費者 ) 的存在
 Competing on Platforms

 What is a Platform 何謂平台

 Two-sided/Multiple-sided markets 雙邊 / 多邊市場

 Network effect 網路效應

 Competing on Platforms
 What is “Platform”?

“…an evolving system made of interdependent pieces th

at can each be innovated upon” (Gawer & Cusumano,
2002)
 Competing on Platforms
 Two-sided/Multiple-sided Markets

“..markets in which one or several platforms enable inte

ractions between end-users, and try to get the two (or
multiple) sides “on board” by appropriately charging
each side.” (Rochet & Tirole, 2006)
 Competing on Platforms
 Network effect

“…a change in the benefit, or surplus, that an agent deri

ves from a good when the number of other agents con
suming the same kind of good changes.” (Liebowitz
& Margolis, 1998)
 Mobile Application Markets

Source: http://www.asymco.com/2010/11/03/what-do-you-have-to-believe-for-an-android-dominated-future/
 Mobile Application Markets

Source: http://www.asymco.com/2010/11/03/what-do-you-have-to-believe-for-an-android-dominated-future/
 Mobile Application Markets

Source: http://www.booz.com/media/uploads/The_Rise_of_Mobile_Application_Stores.pdf
 Mobile Application Markets

Source: http://www.booz.com/media/uploads/The_Rise_of_Mobile_Application_Stores.pdf
 Mobile Application Markets

Source: http://www.research2guidance.com/global-app-developer-survey-android-overtakes-apple-and-offers-the-highest-business-potential-in-2013-of-all-mobile-platforms/
 Mobile Application Markets

Source: http://www.research2guidance.com/6-major-trends-shaping-the-smartphone-app-ecosystem-in-2010/
 Mobile Application Markets

Source: http://www.booz.com/media/uploads/The_Rise_of_Mobile_Application_Stores.pdf
 Opportunities and Challenges
 For platform vendors-
“Chicken vs. Egg” question: smartphones and/or apps
first?

Distribution agreement for publishing apps.

 For Smartphone manufacturers and software

developers-

Roadmap of Mobile OS platforms: version requirement,

compatibility across different versions

Pricing mechanisms: Free apps or paid apps (for software

developers)
 Conclusions
 Mobile OS platform and smartphone bring up new are
na both for operators and software developers.
行動裝置的作業系統和智慧型手機的出現為電信營
運商與軟體開發業者提供新的戰場。

 Mobile phone manufacturers, telecom operators and S

oftware developers have to decide which platforms the
y want to play and manage their choices appropriately.
手機製造商 , 電信營運商和軟體開發業者必須選擇
他們所要投入的平台並適當地經營他們的選擇
 Conclusions
Contextual based, expandable mobile application soft
ware would be a new growth opportunity for software
developers.
具當地特色與擴充性的行動應用軟體，將為軟體開
發業者提供新的成長機會。

From hardware based competition moves into softwar

e-, user experience-based competition in mobile servi
ce
從硬體的競爭轉向以軟體和使用體驗為主的競爭
Thanks for Your Attention!

Der Chao Chen

derchao.chen@gmail.com