1. A Typology of Multi-sided Platforms: The Core and the Periphery
Author：Kalina Stefanova Staykova and Jan Damsgaard
Professor：Soe-Tsyr Daphne Yuan
Presenter：Po-Wei Chiang

2. Outline Introduction Multi-Sided Platforms
Platform Business Model Framework
Case analysis
Discussion and Conclusions

3. Introduction
One-sided Platform

4. Introduction
two-sided Platform

5. Introduction
Multi-sided Platform

6. Research Question：
How does a particular platform structure impact the platform’s business model and its ability to generate revenue?

7. Multi-sided Platforms(MSPs)II 2 3 4 1

8. Network effects

9. Network effects

10. Network effects

11. Cross-side network effectII

12. Cross-side network effectII

13. Cross-side network effectII

14. Multi-sided Platforms(MSPs)II 2 3 4 1

15. Platform Business Model Framework
Platform Features
Platform Architecture
Platform Governance

16. Platform Features
In the past, massive search costs is needed.

17. Platform Features
Platforms provide functionalities and connect the parties together

18. Search costs The two side are searching for each other －Matchmaking
Searching side and Non-searching side －Google search

19. Platform features decision
Achieving depth －adding functionalities to existing sides
Broadening breadth －adding new sides and network effect

20. Platform Architecture
Periphery
Periphery
Core

21. Modularity
Increases the evolutionary potential of a system by make it more flexible and market/network friendly.

22. Platform Governance / pricing
Symmetric pricing?
Asymmetric pricing?
Pricing for usage?

23. Platform Governance / pricing
Free to use
Subsidy $15 for sign up

24. Platform Governance / openness
granting access to independent providers
giving up control over the platform itself
add more sides to its initial value proposition
add its ability to generate revenues from value added-services

25. Case analysis

26. One-sided to two-sided platform
P2P transfer app launched in 2012 by Barclays bank.
Available for Barclays customers and non-customers
Has been downloaded over 3.5 million times and over 48,000 businesses have registered to use.

27. Feature
Depth： Adding QR code scanning, integration with current accounts etc.
Breadth： Introducing mobile checkout and buy it features, which extends Pingit to C2B and B2C

28. Architecture
Core
Periphery 3 2 1 I II

29. Governance Normal users：free to download and use
Large corporations：transaction charge
Small businesses：fee could be built into existing tariffs

30. Platform architecture
Overview
Platform features
Platform architecture
Platform governance
P2P money transfer (one-sided)
Core(connecting senders and receivers who form one distinct group)
Subsidy side
C2B payments (two-sided)
Periphery (connects consumers to retailers)
Revenue side (pay for
access)
B2C payments (two-sided)
Periphery (connecting
business to consumers)

31. Two-sided to multi-sided platform
A total of 35.9 million passengers have travelled through Gatwick in 2014.
45 airlines operate from the airport serving approximately 200 destinations in 90 countries.

32. Features Aeronautical services：a lot of passengers and airlines
Non-aeronautical services：duty free shop, catering, hotels.

33. architecture 1 2
III 3 4 I
Core II
Periphery

34. Governance Aeronautical income：₤593 million from airlines
Non-aeronautical income ： ₤ 135 million from merchants

35. Platform architecture
Overview
Platform features
Platform architecture
Platform governance
Aeronautical services (two-sided)
Core (connecting airlines and passengers)
Revenue side (airlines pay
for access and usage of the
airport)
Subsidy side (passengers)
Non-aeronautical services (multisided)
Periphery (connecting merchants to passengers)
Revenue side (pay for access and usage)

36. One-sided to multi-sided platform
Launched in 2004.
Over 1.28 billion monthly active users worldwide and 1.5 million advertises(2014)

37. Features Social network connecting service.
Introduced “Facebook Ads” in 2007.
Release APIs for developer.

38. architecture
Periphery
Periphery
Core I 4 5 2 3
III II 1

39. Governance Advertising income was 6,986 billion in 2013.
Payment and other fees was 886 million in 2013.

40. architecture
Periphery
Periphery
Core I 4 5 2 3
III II 1

41. Platform architecture
Overview
Platform features
Platform architecture
Platform governance
Content creation (status update, post videos and pictures, create events);
search and interact with friends (one-sided)
Core (connecting different users)
Subsidy side
Facebook Ads (two-sided)
Periphery (connecting advertisers to users)
Revenue side (pay for
access)
Facebook Platform (multi-sided)
Periphery ( connecting app developers and third-party websites to users)

42. Discussion and Conclusions
1.Different core constitution(one group , two groups)
2.It’s difficult to define a revenue side for one-sided platforms.
3.Platforms start with a core of two sides are difficult and riskier to launch .
4.The modular a platform is the more innovative capability it possesses

43. Platform architecture
Platform type
Platform feature
Platform architecture
Platform governance
Pingit
One-sided
Main
Core
Subsidy side (Users)
Two-sided
Complimentary
Periphery
Revenue side (Retailers)
Airport
Subsidy (Passengers)
/Revenue side (Airlines)
Multi-sided
Revenue side (Merchants)
Facebook
Revenue side (Advertisers)
Revenue side (Developers)