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A Study on Platform's New Strategy in Media 2.0 Era - Based on “Keystone” concept & Google case

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  • Song, Minzheong

Abstract

The purpose of this paper is to suggest a new strategy of the platform in Media 2.0 era. This goal is approached by firstly examining conceptual change of the platform strategy from mass media world (Media 1.0) to micro media world (Media 2.0). Then, it will discuss "Keystone" strategy by Iansiti & Levien (2004) who introduced four different types of platform and will give an example, Google. The data shows, how Google's keystone strategy could be successfully accomplished with three sources for value creation, revelation, aggregation and plasticity, and how healthy it is in terms of productivity, robustness, and niche creation. Finally, an applicable framework to Media 2.0 will be constructed on the basis sources for value creation and "Keystone" capabilities of ecosystem management. Three main parts of the keystone strategy are the openness, synchronization, and mass customization focus.

Suggested Citation

  • Song, Minzheong, 2010. "A Study on Platform's New Strategy in Media 2.0 Era - Based on “Keystone” concept & Google case," 21st European Regional ITS Conference, Copenhagen 2010: Telecommunications at new crossroads - Changing value configurations, user roles, and regulation 32, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itse10:32
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    References listed on IDEAS

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    1. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    2. Hannon, Bruce, 1997. "The use of analogy in biology and economics: From biology to economics, and back," Structural Change and Economic Dynamics, Elsevier, vol. 8(4), pages 471-488, October.
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    Cited by:

    1. Yang, Seung Ho & Nam, Changi & Kim, Seongcheol, 2018. "The effects of M&As within the mobile ecosystem on the rival's shareholder value: The case of Google and Apple," Telecommunications Policy, Elsevier, vol. 42(1), pages 15-23.

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