{"id":869,"date":"2016-09-13T14:42:33","date_gmt":"2016-09-13T13:42:33","guid":{"rendered":"https:\/\/www.thenextquarterly.com\/?p=869"},"modified":"2020-04-20T13:16:38","modified_gmt":"2020-04-20T12:16:38","slug":"platform_thinking","status":"publish","type":"post","link":"https:\/\/thenextorganization.com\/en\/platform_thinking\/","title":{"rendered":"Platform thinking"},"content":{"rendered":"[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.4.3″ border_style=”solid”]

In the shift from physical to virtual demand of products many retailers miss the train. Not because they don’t try to go virtual, but due to the way they enter the online world. The shift from reality to virtual gives rise to a new form of doing business, the creation of platforms. The key to success is largely determined by the usage of the three core elements in platform building.<\/strong><\/p>\n

As technology is becoming a bigger part of society new methods pop-up of doing business. One of the leading trends over the past two-three years is the creation of online platforms or so-called communities. They support an already existing interaction or create new forms of interaction. One of the most important aspects of the definition \u201cplatform\u201d is this: it\u2019s not just technology, but it is a totally new business model mainly focussed on sustaining interactions.<\/p>\n

A platform is not just technology, but a totally new business model mainly focussed on sustaining interactions<\/strong>
Nowadays, more and more businesses are trying to go \u2018virtual\u2019 to beat the competition. The pressure for existing companies to join this platform mindset is rising due to market disruptors like Uber and Airbnb. Not only retailers should fear it,\u00a0since the Internet of things makes every sector vulnerable to optimisation and potential disruptors.<\/p>\n

To stay ahead of the herd the first step is to see where disruption can take place by looking at the\u00a0three mechanisms of platform disruption: substitution of the middleman, creation of new types of value, and connection of fragmented and inefficient markets. After determination of the points of disruption, the structuring and building of the platform have to begin.<\/p>\n

Three pillars of platforms<\/strong>
Looking at all the platforms that are present on the market a general set-up can be distinguished, which applies to all.<\/p>\n

Magnet<\/strong>
As the name states, this pillar draws and maintains the flow of visitors and registrations to the platform. It is also called the community pillar. Here value is exchanged in some form of interaction. This can be through interaction between users (Social networks), users exchanging items (Marketplaces) or even implicit like Nest, which shares data with the Nest-community to benchmark the electricity usage. However, to support these interactions well-organised tools and technology are needed.<\/p>\n

Toolbox<\/strong>
The toolbox is the cornerstone on which value is created. This is the essential part in the realisation of the platform, but it has little value without the other two pillars. It offers the technological tools (infrastructure) for users, partners or even implicit communities to build and create value. These tools can be present in a very dominant way (PlayStore) or act on the background (Snappcar). Creating an effective platform gives rise to the problem of abundance. To counter the drop in relevance for users and partners of the platform it is important that matching is done correctly. This leads us to the final and most powerful pillar: matchmaker.<\/p>\n

Matchmaker<\/strong>
As the platform grows, the problem of relevance grows as well. It is, therefore, important to use data gathered from platform usage and users. With this data, the most relevant content, goods, services and users can be matched to the needs.<\/p>\n

However, in some cases value is created exclusively in this pillar. These platforms are called \u201cdata-intensive platforms\u201d. This shows that in building a platform it is not a choice between one or the other, but it is a combination of all three pillars that creates a successful platform. Depending on the goal of the platform the configuration of how these three pillars work together can change.<\/p>\n

Picking the right configuration…<\/strong>
As stated above, all pillars are present on every platform, but the configuration in which they are used differs. However, three basic configurations can be distinguished: community, technology or data configurations on which one of the pillars is the main focus point.<\/p>\n

The choice in configuration lies in the source from which value is created.<\/p>\n

Key value = interaction<\/strong>
The main focus should be the community pillar. Supporting the interaction in the best possible way. This layer is shown mainly on primary social platforms like Facebook, Instagram, Snapchat.<\/p>\n

Key value = development<\/strong>
If development is the main driver for value, the infrastructure or tools are the most important pillar to work with. By offering an easy method to support all types of development through a well-structured stack (back-end). With the upcoming of Augmented Reality and Virtual Reality new development stacks are formed, for example, the Microsoft Dev Center for the Hololens. Also, other concepts rely on this layer like PicNic, Uber etc.<\/p>\n

Key value = data<\/strong>
Every platform uses data and creates value with it, but data is not the main driver of value. However, in some cases, the value of the platform is directly derived from its data streams. Those platforms are less easy to recognise, due to the fact that the users are mainly electronics. For example: the new trend of learning home devices like Google Home and NEST, which learn from and communicate with other devices in the world to optimise their performance.<\/p>\n

So, now you have all the information to take the first steps in building a sustainable platform strategy. This article is part of a series of articles on platform strategy, on which the next articles will point out specific areas of attention.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/span>","protected":false},"excerpt":{"rendered":"

In the shift from physical to virtual demand of products many retailers miss the train. Not because they don’t try to go virtual, but due to the way they enter the online world. The shift from reality to virtual gives rise to a new form of doing business, the creation of platforms. The key to […]<\/p>\n","protected":false},"author":30,"featured_media":870,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

Nowadays, healthcare in general, is always one step behind; treatment of patients starts after the diagnosis. In many occasions, this is too late. Technological developments and the use of Big Data can change this, improving the prevention, diagnosis, and treatment of diseases in the nearby future. Correct use of these developments could enable a high tech, high touch, predictive & proactive form of healthcare that is tailored to the individual. However, collecting and combining data is essential to this development. And that is where it gets complicated\u2026<\/p>

The disease<\/h2>

A great amount of data is already available, however, it is scattered throughout hundreds of different systems and databases. Many initiatives nowadays aim to combine this data into one big database, enabling thorough analysis by researchers.<\/p>

A limitation of this data is the fact that people only enter this database when they become patients; healthy people don\u2019t appear in this database. An example of an initiative to collect data from healthy individuals is the\u00a0Precision Medicine Initiative<\/strong>\u00a0(PMI) initiated by President Obama, aiming to fuel the development of precision medicine. One part of the PMI is the creation of a biobank containing samples and data from over 1 million Americans, following the UK Biobank which already holds over 500.000 samples available for research.<\/p><\/div><\/div>

<\/div><\/div><\/div><\/div><\/div>

The possible cures<\/h2>

But how to get people to donate their samples and data? As Blake Byers, partner at Google Ventures, mentioned during the\u00a0Big Data in Biomedicine Conference<\/strong>\u00a0earlier this year at Stanford University, \u201cwe should focus on the user experience, which is the only way to stimulate users to donate their data\u201d. The next part of this article focuses on several solutions to this problem.<\/p>

Better understand your DNA<\/em><\/h3><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

So how to create a user experience that creates value for the user, but also collects useful data for future research? An example of a company focusing on the collection of data by adding value is\u00a023andMe<\/strong>\u00a0with researcher Richard Scheller. 23andMe offers a kit that (costing \u20ac169) enables the user to sample saliva and have it analysed by researchers. The company then analyzes your DNA and genetic code and generates more than 60 personalised genetic reports. These reports range from carrier status, for example, whether or not you carry a gene increasing your chances of getting Alzheimer\u2019s disease or Sickle Cell Anemia, to ancestry reports telling you how your DNA is structured in terms of background in different cultures and populations. 23andMe creates value for the user, but also analyses this data further and complements this data with questionnaires sent out to its users. This way a huge database of personal data combined with additional information is formed. Collected data is then used for further research to increase the understanding of the human genome and possible medicines and treatment methods.<\/p>

Improve your tooth brushing habits<\/em><\/h3>

Another more specific solution is the\u00a0\u201cPlaque Monster\u201d app<\/strong>\u00a0developed by Jason Wang, a Stanford researcher. This app is aimed at encouraging children to brush their teeth. The monster has to be fought by brushing your teeth and thereby taking care of your ToothPet. Instead of creating a one-off game, this game is constantly evolving. By delivering different \u201chooks & nudges\u201d to stimulate children to brush for different groups, the effectiveness is constantly monitored by analysing their brushing behaviour. This data is collected and used for research, as well as improving the game, creating a better brushing habit. This creates value for both the user as well as the researcher.<\/p>

Find the cure for Parkinson\u2019s<\/em><\/h3>

Big Data can also be used to find cures for more serious problems like Parkinson\u2019s disease. Shahar Shpigelman of Intel is currently developing a platform together with the Michael J Fox Foundation called\u00a0Foxinsight<\/strong>. At this time, there are over six million people worldwide that have Parkinson\u2019s disease. At the same time, there is no test to diagnose the disease, trials are very expensive and little data is available. Their solution is actually quite simple. They have developed an app, Foxinsight, that is used in combination with a smartwatch. Equipping people with Parkinson\u2019s with a smartwatch and the app, patients are provided with insights into their behaviour and the effects of their sleep and medication rhythm on tremors. This data is also collected from the entire population of patients and used for further research investigating the disease. This creates the Win-Win situation that is needed for this data collection.<\/p>

However, these cures do not come without complications\u2026<\/h2>

Looking at the initiatives mentioned above, it may seem rather simple to use modern techniques to create a huge database of patient en population data available for researchers to improve future health(care). However, one very important critical note, which was stressed by Yale University professor Harlan Krumholz, is the fact that business models of universities, pharmaceutical companies and hospitals depend on having exclusive data as one of their main assets. As long as this is the case, development towards a general database containing all data is very far away. An initiative aimed at solving this problem is the app\u00a0SyncforScience (S4S)<\/strong>. The app enables people (both healthy people and patients) to connect all different databases containing personal data and puts the person in control of this data. The app then lets you determine which researcher can use your data for what type of research. This creates great amounts of data available for research. It also improves the relevance and quality of research since researchers have to convince people to provide their data.<\/p>

Creating predictive and proactive healthcare using Big Data<\/h2>

As you can see, many initiatives are created aiming to improve healthcare and thus the quality of living for a greater amount of people. Changes are coming; the speed at which they come depends a great deal on legislation and mindset of people. Anything is possible, as long as we agree on sharing our personal and private information for further research.<\/h3><\/div><\/div>","_et_gb_content_width":"","footnotes":""},"categories":[169,189,191],"tags":[],"class_list":["post-869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-strategy","category-technology"],"yoast_head":"\nPlatform thinking - The Next Organization<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thenextorganization.com\/en\/platform_thinking\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Platform thinking - The Next Organization\" \/>\n<meta property=\"og:description\" content=\"In the shift from physical to virtual demand of products many retailers miss the train. 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