Digital Marketplaces: Platform Strategies for Success is a 3-month program that introduces participants to the many ways networked markets are transforming the economy and provides strategies for designing, monetizing, and launching a digital platform. Course Topics include Fundamentals of digital market places, Why platforms beat products and how can you make your business a platform, How to design and monetize, Platform launch and growth: Network effects and modularity, Open innovation, Pricing and cannibalization, Governance issues, Future of digital market places
At the end of this course, participants will learn to:
– Define platform businesses, distinguishing among input suppliers, markets, and true platforms and understand why these differences matter.
– Recognize and know how to compete in winner-take-all markets, one and two-sided networks, and the context of multi-homing.
– Understand how traditional pricing models break down in the context of platforms, choosing from an array of freemium, bundled, and two-sided pricing.
– Address the barriers that firms face in trying to organize themselves as platform firms.
– Develop strategies for launching new platforms when critical mass is important.
– Articulate the process of making markets.
– Develop recovery strategies in declining platform markets and understanding timing in the cannibalization of an old platform by a new one.
– Understand the anti-trust implications of platform strategies and safe harbor defenses.