Index
Ted Moser
(Prophet Consulting, USA)
Charlotte Bloom
(VSNRY Inc, UK)
Omar Akhtar
(Prophet Consulting, USA)
Winning Through Platforms: How to Succeed When Every Competitor Has One
ISBN: 978-1-80455-301-5, eISBN: 978-1-80455-298-8
Publication date: 10 December 2023
This content is currently only available as a PDF
Citation
Moser, T., Bloom, C. and Akhtar, O. (2023), "Index", Winning Through Platforms: How to Succeed When Every Competitor Has One (American Marketing Association), Emerald Publishing Limited, Leeds, pp. 337-345. https://doi.org/10.1108/978-1-80455-298-820231039
Publisher
:Emerald Publishing Limited
Copyright © 2024 Ted Moser, Charlotte Bloom and Omar Akhtar
INDEX
Account prioritization
, 147
Account/household type
, 233
Accountability
, 116
Ad hoc best efforts
, 279
Adaptive innovation
, 213, 245
development Ops
, 250–251
platform product Ops
, 248–249
research Ops
, 246–248
at scale
, 246
Adjacents jump categories
, 14
Adobe
, 7
Creative Cloud
, 50, 109
Advertisers
, 64
Advisory and feedback programs
, 139
Affordability assessment
, 71
Agile adjustment
, 152
Agile content
, 213, 237
enablers
, 243–244
in-market application
, 241–242
pre-market creation
, 239–241
Agility of demand generation
, 104, 109
diversified revenue sources
, 108–109
maturity-based messages
, 109–110
tailored modules and solutions
, 109
AirBnB
, 7, 108–109
Alexa
, 167, 169
Alphabet
, 51
Amazon
, 7, 14, 122, 167–168
Amazon Alexa’s semantic interpreter
, 80
Amazon Echo
, 167
Amazon Web Services
, 7
Amplification
, 242
Analytical feedback
, 163
Analytical middleware
, 224
Anonymized analytics
, 115
Aphids
, 294–295
Apple
, 7, 49, 127–128
in-store initiatives
, 128
Apple Classroom
, 128
Apple Guides
, 128
Apple TV+
, 14
Application Programming Interfaces (APIs)
, 250
Apps
, 6, 44, 48–49
for non-connected product businesses
, 48
Artistic Swimming
, 298, 300
Artistry
, 298
Asset sharing
, 163
Assets under Management
, 145
Atlassian’s community
, 140–142
Atlassian’s threshold
, 114
Augmented and virtual reality simulations (AR/VR simulations)
, 113
Augmented reality (AR)
, 156, 195
Autodesk
, 7, 81–82, 107
customers
, 107
Autodesk Platform Services
, 107
Automated regulatory intelligence
, 91
B2B
, 140–142
Banking as a Service (BaaS)
, 55
Benefit experience profile
, 75
Best accounts
, 146
Best customer type
, 146
Best Execution
, 145, 151
agile adjustment
, 152
customized content
, 151
Best offer (s)
, 149–150
Best Opportunity
, 146
account prioritization
, 147
customer type
, 146–147
expected expansion value
, 147–148
renewal and extension use cases
, 148–149
Best Strategy
, 145, 149
experience blueprint
, 150–151
Better Data Deal
, 156, 175
data
, 176
ladder
, 177–181
security and compliance
, 175–176
beyond the deal
, 181–182
Beyond the deal
, 181–182
BitSight algorithm
, 80
Blueprints
, 220
Bottoms-up motions
, 92
Boundary Breaker
, 207
Brand attraction
, 105
customer coalition reputation
, 107–108
elevated company promise
, 105–106
shift from product to platform brands
, 106–107
Brand power
, 104
Brand relevance
, 8–9
Brand Relevance Index (BRI)
, 8
Brand synergies
, 51
Brand–demand lead engine
, 103
agility of demand generation
, 104, 108–110
brand attraction
, 105–108
brand power
, 104
Brand–demand lead engine
, 196
Branded house approach
, 51
Brands Get Brains
, 156, 183
living brand
, 187–191
living system
, 187
Business
design
, 61
executives
, 290
leaders
, 45
portfolios
, 288
shape
, 61
size
, 61
story
, 4–8
support teams
, 290
Business markets
, 160
magnetic architecture for
, 89–92
Buyer/seller
, 73
Buyer’s Journey
, 99
Call center programs
, 119
Catalytic community
, 135–142, 199
B2B
, 140–142
community lift
, 139–140
Category-level insights
, 145
Certified 100% Organic
, 204
Certified Carbon Neutral
, 204
Change Agent
, 208
Checkpoint
, 85–87
CityMapper
, 245
Cloud Service Providers
, 7
Cloud-based digital asset management
, 243
Clouds
, 6, 44, 50
Coalition interactions
, 73, 162
Collaborating
, 163
Collaboration council
, 279
Collaborative go to market
, 265
advantages of workflow-competency system
, 271–272
brief history of go-to-market evolution
, 266–267
collaborative workflow-competency model
, 267–269
illustrative workflow-competence examples
, 269–271
motivating alignment and change
, 273–274
new function and competency opportunities
, 272–273
reimagining go-to-market as single system
, 267
Collective Catalyst
, 206
Comic Con
, 137
Commensalism
, 295
Commerce
, 137
Commercial behavior segmentation
, 234–235
Commercial buildings
, 81
Commonality buyers
, 90
Community leaders
, 141
Community lift
, 139–140
Company-wide leadership
, 303–306
Competitive intensity
, 12
Competitors
, 11
Compliance
, 175–176
Computing power
, 6
Conditional free use
, 114
Confluence
, 140
Connection
, 137
Consoles
, 6, 44
Consumer magnetism
, 93
Consumer markets
, 160
Content
, 137
agility
, 237
creation
, 237
personalization
, 162
Contextual support
, 163
Contextualization
, 241–242
Corporate social responsibility (CSR)
, 204
Creative content teams
, 237
Creators
, 62
Crowdsourcing
, 124
Cultural commitment to mutualism
, 296
Culture
, 34
Curious Refuge
, 14–15
Currency exchange
, 164
Current usage data analytics
, 161
Current/potential use cases
, 233
Customer coalition edge
, 61
ever-evolving coalition
, 68–69
Uber’s customer coalitions
, 62–67
Customer coalition reputation
, 107–108
Customer experience hubs
, 289
Customer information databases
, 223–224
Customer Momentum
, 120–121
Customer relationship management (CRM)
, 179
Customer renewal and expansion
, 143, 152, 199
achieving
, 145–146
Best Execution
, 151–152
Best Opportunity
, 146–149
Best Strategy
, 149–151
platform insights
, 144–145
Customer Success Management
, 119
Customer Momentum
, 120–121
full-use pathing
, 124–125
full-use profiles
, 121–122
full-use vision
, 122–123
Customer type
, 146–147
Daily moments
, 95
Dashboards
, 6
Data
, 175
and definitions
, 116
discovery and classification
, 91
foundation
, 162
synergies
, 80–82
trust
, 178
Decision guidance
, 163
Decision synergies
, 83–85
Dedicated living brand
, 189–190
Demand plays
, 19, 97–99, 143
new customer journey
, 99–101
Dependence
, 294–295
Design plays
, 18, 59–60
Development Ops
, 246, 250
innovation distribution
, 250–251
process automation
, 250
task componentization
, 250
Differentiation edge
, 65–66
Digital asset management (DAM)
, 224, 243
Digital elements
, 195
Digital media
, 184
Digital twin
, 81, 195
Disney
, 7, 13, 199
Disney’s multi-plat form transformation
, 258
Disney+
, 13, 256
Displays
, 6
Distribution
, 242
Diversification edge
, 65
DNA
, 258
body
, 259–260
mind
, 260–261
soul
, 261–262
Dove’s Real Beauty self-esteem campaigns
, 184
Dropbox’s threshold
, 114
Dynamic segmentation
, 213, 229
in action
, 230–232
commercial behavior segmentation
, 234
designing
, 232–235
identity segmentation
, 233
needs and usage segmentation
, 233–234
E-commerce shopping cart
, 54
Economic exchange programs
, 139
Economic sharing
, 180–181
Ecosystem “orchestrator”
, 173
Ecosystem connector platforms
, 45, 50
ElasticSearch’s threshold
, 114
ElleVest
, 123–124
Embedded commerce
, 130
Embedded community
, 130
Embedded learning
, 130
Embedded support
, 130
Employing
, 164
Enablers
, 218, 223, 243
access and management
, 243
data management and analytics
, 226
operating model
, 243–244
organization and skills
, 226–227
technology architecture and integration
, 223–225
technology stack effectiveness
, 243
End benefits
, 73
End-to-end supply chains
, 210
Energy engineers
, 4
Engagement
, 47–48
tools
, 223
Engine by Starling Bank
, 55
Enhanced core
, 48–50, 52
Enterprise body, mind, and soul
, 253
Disney’s multi-platform transformation
, 258
DNA
, 258–261
human-centered transformation
, 258
platform transformation
, 262–263
Environmental, social and governance (ESG)
, 204
Epic Games
, 194
ESPN
, 13
Ethnographic research
, 161
European Union (EU)
, 176
Event recording
, 164
Exchanges
, 4, 44, 176
Expansion likelihood
, 147
Expansion value
, 147
Expected expansion value
, 147
Experience design
, 270
Experience hubs
, 289
Extended reality
, 195
customer side
, 194–195
maker side
, 193–194
Facebook
, 135, 194
Fair Trade®
, 204
Fashion Act
, 209
Financial commitment
, 113–114
Financial synergies
, 51
First-party data
, 176
Flowers
, 295
Free trial
, 113
Full wallet value
, 122
Full-journey engagement
, 212, 215
enablers
, 223–227
engagement excellence drivers
, 218
in-market capabilities
, 220–223
pre-market strategy
, 219–220
Full-Use Pathing
, 121, 124–125
Full-use person
, 123
Full-use personas
, 123
Full-use profiles
, 121–122
Full-use program
, 122–123
Full-use scope
, 233
Full-Use Vision
, 122–123
“Full-wallet” platform design
, 145
Gathering and doing programs
, 138
General Data Protection Regulation (GDPR)
, 176
Generative AI
, 151, 241
Generative intelligence
, 151
Generosity multiplier
, 209
Genius Bar
, 127
Geological moon samples
, 3
Glossier community
, 136
Go-to-market authority
, 280
Go-to-market executives
, 211
Go-to-market function
, 265
Go-to-market teams
, 34, 44–45
Google Cloud Platform
, 7
Google Maps
, 80
Google News
, 80
Google Search app
, 80
Grew Alexa
, 168
Growth action backlog and orchestration
, 278
Growth Operations (GrowthOps)
, 226, 275–276
activity scope options
, 277–278
authority options
, 279–281
Growth strategy contributions
, 278
Haier
, 7, 157–159, 164, 170, 172–173
HBO
, 13
Helium-3
, 3–4
Hero platform capability
, 79–80
Holding group
, 51–52
Honeybees
, 295
Honeydew
, 295
House of brands approach
, 51
Hub design and experience teams
, 290
Hulu
, 13
Human-centered transformation (HCT)
, 257–258
Human-centric user insights
, 119
Hunger Games, The
, 16
Identity segmentation
, 233
IMDb
, 14
Imitation Game
, 183
Immersive reality (IR)
, 195
Impact goals and effects
, 210
In-market application
, 241
contextualization and personalization
, 241–242
distribution and amplification
, 242
In-market capabilities
, 218, 220
best move decision rules
, 221
channel mix and media buying
, 221–222
content strategy and customization
, 221
customer choice support
, 223
owned touchpoint experiences
, 222
segments, targeting, and recognition
, 220
status advancement and nurture loops
, 222–223
In-use enrichment
, 127–128, 198
collaborators
, 131
enrichment elements
, 130–131
model
, 129–130
professional in-use enrichment
, 132–133
Incentives
, 116
Incumbents
, 13
Initial Public Offerings (IPOs)
, 7
Innovation distribution
, 250–251
Innovation plays
, 19, 155–156
Innovator stalls
, 15
Innovators
, 12–13
Inside-out
, 54–55
platform role
, 47
Integrated trust analytics
, 91
Intel
, 5–6
Intelligence features
, 130
Intelligence-washing
, 189
Intelligent automation
, 163
Interaction plays
, 19, 211–213, 253
Internal platform teams
, 44
Internet of Things (IoT)
, 43, 157
Investing
, 164
Investment edge
, 67
Jira
, 140
Journey
, 36–37
step profile
, 74–75
Kaleidoscope
, 287
Kaleidoscopic vision
, 288–291
Key business function leadership
, 306–309
Key Uber technologies
, 67
Knowledge sharing
, 163
“Land and expand” game plans
, 120
Lead-to-sale smoothing
, 152, 196
overcoming obstacles
, 112–114
Learning
, 124
program engagement level
, 234
Lego-like segmentation
, 220
Life flows
, 160
Living brand
, 184–187
architecture
, 189–190
experience
, 190–191
portfolio
, 190
strategy
, 188–189
Living corporate brand
, 190
Living system
, 187
Longitudinal customer opportunity insights
, 277–278
Loyalty as a Service (LaaS)
, 92
Loyalty edge
, 66
Lunar mining exploration
, 4
Magnetic offer architecture
, 60, 89
for business markets
, 89–92
magnetic consumer architecture
, 92–96
Mainstream market
, 12
adjacents jump categories
, 14
countless mainstream markets
, 15
incumbents
, 13
innovator stalls
, 15
innovator scales
, 12–13
media
, 15
next-generation disruptor
, 14–15
niche players
, 14
Management alignment
, 115–117
Marketplaces
, 44
MasterClass
, 7
platform architecture
, 93–95
Matter
, 169
Maturity-based messages
, 109–110
Media
, 15
Member advocacy and program engagement levels
, 140
Member attitudes toward brand and company
, 139
Member experiences of brand’s benefit
, 139
Member wins
, 94
MicroEnsure
, 207
Microsoft Azure
, 7
Middle-out motions
, 92
Mixed reality (MR)
, 195
Morgan Stanley technology index
, 10
Multifunctional process optimization
, 278
Multilevel mental focus
, 298
Multiple-pricing models
, 113–114
Mutualistic bee
, 293
commensalism
, 295
cultural commitment to mutualism
, 296
dependence
, 294–295
mutualism
, 295–296
parasitism
, 294
Mutualism
, 295–296
Needs and usage segmentation
, 233–234
Netflix
, 7, 12–13, 15, 53
Network members
, 62
New customer journey
, 99–101
New flow value
, 160, 162–165
New flow vision
, 160–161
“New flows” company
, 170
New rules, new mindsets
, 23–35
Next use case (s) path
, 233
Next generation disruptor
, 14–15
Niche players
, 14
Nike
, 7, 217, 222
Nike Experiences
, 217
Nike Fit
, 217
Nike Run app
, 217
Nike Train app
, 217
Obstacles
, 120
financial commitment
, 113–114
overcoming
, 112–114
purchase fit
, 112–113
Omnichannel preference management
, 178
Onboarding
, 119
OneTrust
, 7, 89–91, 95, 178
Onvio platform modules
, 86
OpenAI’s ChatGPT
, 241
Optimal platform role (s)
in business
, 45–55
determining
, 55–58
platform clarity
, 43–45
Options generation
, 162
Organizing
, 163
Outsourced cloud service providers
, 44
Parallel attention
, 300–301
Paramount
, 13
Parasitic wasps
, 294
Parasitism
, 294
Patagonia
, 209
Pattern recognition
, 161
Peacock
, 13
Performing
, 163
Permissible commerce
, 130–131
Persona value assessment
, 76
Persona value proposition
, 76–77
Personal analytics
, 130
Personal end benefits
, 164
Personalization
, 241–242
Personalized experiences
, 179
Physical strength
, 298
Pivotal persona value
, 60, 71–78
designing for
, 74–78
Platform and feature use intensity
, 234
Platform as a Service (PaaS)
, 44
Platform brands
, 9
Platform business
, 41, 45
Platform companies
, 97
Platform experience hubs
, 44
Platform Games, The
, 15–16
Platform Journey model
, 215
Platform performance synergies
, 80
Platform Product Ops
, 246, 248
plan alignment
, 249
portfolio themes
, 249
prioritization of options
, 249
Platform teams
, 43
Platform-wide capabilities and differentiators
, 90
Platform-wide differentiators
, 60, 79
data synergies
, 80–82
decision synergies
, 83–85
hero platform capability
, 79–80
platform performance synergies
, 80
support synergies
, 85–88
Platforms
, 4
Playbook
, 16–17, 20
structure
, 20–21
Playlists
, 94
Plays
, 17–18
Point of sale
, 144
Point of use
, 144
Portfolio plays
, 18, 41–42
Potholes
, 120
filling in
, 114–117
management alignment
, 115–117
visibility
, 115
Poverty Stoplight
, 206
Pre-market creation
, 239
governance and compliance
, 241
guidelines and templates
, 240
modular creation
, 240–241
resource banks
, 240
strategy and planning
, 239–240
Pre-market strategy
, 219
program strategy and blueprints
, 220
touchpoint and process standards
, 219–220
Predictive analytics
, 119
Pricing edge
, 66–67
Prime program
, 122
Privacy
, 89
Process automation
, 250
Process standards
, 219–220
Product development
, 44
Product displays
, 44
Product market making
, 163
Professional in-use enrichment
, 132–133
Profiles and newsfeeds programs
, 138
Program strategy
, 220
Progressive Insurance
, 7, 113, 180–181
Promoting
, 163
Propensities
, 148
Provenance. org
, 208
Providers
, 64
Psychographic profile
, 233
Purchase fit
, 112–113
Purchase Funnel
, 99
Pure-play
, 46, 50–51
Rating
, 163
Reality Shifts
, 156, 193
creating value through
, 196–201
customer side of extended reality
, 194–195
maker side of extended reality
, 193–194
ways
, 195
Reimagined flows
, 157–165
new flow value
, 162–165
new flow vision
, 160–161
Renewal and extension use cases
, 148–149
Renewal value
, 148
Reporting and public access
, 210
Reputation
, 165
Research and development expenditure (R&D expenditure)
, 49
Research Ops
, 246
innovation test and learn
, 248
signal gathering
, 247–248
synthesis to implications
, 248
Revenue Operations (RevOps)
, 226, 275–276
Richer ecosystems
, 169
building
, 172–174
partnership among equals
, 170–171
Role/buyer type
, 233
Rule makers
, 64
Salesforce.com
, 45, 123, 132
Samsung/Android
, 7
Sanyiniao scenarios
, 157
Search capability
, 80
Second-party data
, 176
Security
, 175–176
Select Comfort
, 106n3
Self-actualization
, 165
Self-service portals
, 119
Sephora cosmetics
, 115
Service Level Agreements (SLAs)
, 116
Service market making
, 163
Sessions
, 94
Shared service
, 280
Signal gathering
, 247–248
Single sign-on page engagement
, 234
Siri
, 128
Sleep Number
, 7, 105–106, 110
Smart 360 platform
, 106
“Snapshot Test Drive” program
, 113
SNKRS
, 217
Social media pages as platform
, 47–48
Socializing
, 163
Software and data teams
, 290
Software code
, 6
Software-as-a-Service (SaaS)
, 45, 50, 73, 162, 306
Spaceship Columbia
, 3
Specificity buyers
, 90
Sponsors
, 64
Standards-based excellence
, 299–300
Starling Bank in UK
, 55
Strategic advantage
, 287
colorful history
, 287–288
kaleidoscopic vision
, 288–291
Success Management
, 119
Success to Momentum
, 119–125
Super apps
, 6, 44
Support
, 127
synergies
, 85–88
Swoop Aero
, 198
Symbiosis
, 293–294
Synchronized performance art
, 298
parallel attention
, 300–301
standards-based excellence
, 299–300
Synchronized swimmer
alignment advantage and
, 297–298
synchronized performance art
, 298–301
Synchronized swimming
, 298
Systemic end benefits
, 164
Task componentization
, 250
Tech stack and data architecture and integration
, 278
Tech titans
, 7
Technical standards
, 298
Technology architecture and integration
, 223–225
Technology platform
, 43–44
teams
, 43
Technology stack effectiveness
, 243
Ted Talks
, 93
Tesla
, 7
Third-party data
, 176
Thomson Reuters company
, 85
Thought leadership and learning programs
, 138–139
Thought process
, 55
360° digital customer
, 99
Three-dimension (3D)
, 156
3D-experience creators
, 193
worlds
, 156
Today at Apple
, 128
Top-down motions
, 92
Total addressable market (TAM)
, 56
Touchpoint
, 219–220
Traditionalists
, 275
Trailblazers
, 123
Transformation Management Office (TMO)
, 304
Transformation plays
, 19, 253–254
Transformative leadership
, 303
company-wide leadership
, 303–305
key business function leadership
, 306–309
personal transformation
, 309–310
Trellix
, 187, 191
Trello
, 140
Trusted experiences
, 178–179
TurboTax
, 50
Two-way advantage
, 47, 52–54
Uber
, 7
Uber Eats
, 65
Uber Freight
, 65
Uber One
, 92
“loyalty as a service” program
, 66
Uber’s customer coalitions
, 62
differentiation edge
, 65–66
diversification edge
, 65
edge
, 64–66
investment edge
, 67
liquidity edge
, 67
loyalty edge
, 66
pricing edge
, 66–67
Uber’s matching engine
, 80
UberPro
, 66
Unity
, 194
User empowerment
, 73, 162
Value-added services
, 179–180
Virtual reality (VR)
, 156, 195
“Virtual Try-On” app
, 113
Visibility
, 115
Visibility for Good
, 156, 203
competing on good
, 204
designing
, 206–209
platforms and
, 205–206
rising baseline
, 209–210
Vital Farms
, 48
Walt Disney Company
, 255
Website preference management
, 178
Well-being
, 165
Workflows
, 160
Workshops
, 303–304
World Expo
, 199
YouTube
, 14, 80
Zebra Technologies
, 7, 83
Zero-party data
, 176
Zestimate
, 71–73
Zillow
, 7, 71–73
platform model
, 52
- Prelims
- THE SEARCH FOR PLATFORM ADVANTAGE
- Winning through Platforms
- THE PLATFORM PLAYBOOK
- Part 1: Portfolio Plays
- 1.1: Optimal Platform Role(s)
- Part 2: Design Plays
- 2.1: Customer Coalition Edge
- 2.2: Pivotal Persona Value
- 2.3: Platform-Wide Differentiators
- 2.4: Magnetic Offer Architecture
- Part 3: Demand Plays
- 3.1: Brand–Demand Lead Engine
- 3.2: Lead-to-Sale Smoothing
- 3.3: Success to Momentum
- 3.4: In-Use Enrichment
- 3.5: Catalytic Community
- 3.6: Customer Renewal and Expansion
- Part 4: Innovation Plays
- 4.1: Reimagined Flows
- 4.2: Extended Ecosystems
- 4.3: Better Data Deal
- 4.4: Brands Get Brains
- 4.5: Reality Shifts
- 4.6: Visibility for Good
- Part 5: Interaction Plays
- 5.1: Full-Journey Engagement
- 5.2: Dynamic Segmentation
- 5.3: Agile Content
- 5.4: Adaptive Innovation
- Part 6: Transformation Plays
- 6.1: Enterprise Body, Mind, and Soul
- 6.2: Collaborative Go to Market
- 6.3: Growth Operations
- LEADING A PLATFORM BUSINESS
- Part 7: Culture Shifts
- Strategic Advantage and the Value Kaleidoscope
- In-Market Advantage and the Mutualistic Bee
- Alignment Advantage and the Synchronized Swimmer
- Part 8: Transformative Leadership
- References
- Index
- Personal Thanks
- Contributors
- About the Authors