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Service platform strategy : social networking and mobile service platform perspectives

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dc.contributor.advisor Michael A. Cusumano. en_US
dc.contributor.author Yoo, Jang Hoon, S.M. Massachusetts Institute of Technology en_US
dc.contributor.other System Design and Management Program. en_US
dc.date.accessioned 2011-12-09T21:26:15Z
dc.date.available 2011-12-09T21:26:15Z
dc.date.copyright 2011 en_US
dc.date.issued 2011 en_US
dc.identifier.uri http://hdl.handle.net/1721.1/67572
dc.description Thesis (S.M. in Engineering and Management)--Massachusetts Institute of Technology, Engineering Systems Division, System Design and Management Program, 2011. en_US
dc.description Cataloged from PDF version of thesis. en_US
dc.description Includes bibliographical references (p. 99-101). en_US
dc.description.abstract The significance of the service platform is increasing, while studies on this phenomenon remain scarce and insufficient. Most of the researches focus on products, market segmentation and how platform triggers innovation and there's a lack of researches that focus on services, the fast growing industry nowadays. In analyzing the service platform, it is important to understand the interactions between different players, such as application developers, content providers, network operators, and users. For that purpose, a value network analysis which analyzes the interactions for creating value between the key players is more suitable than the common value chain analysis which is one-directional and sequential. This thesis adopts the value network approach in an attempt to analyze the two different types of service platform, that is, social networking platform and mobile service platform. The Social Networking Service (SNS) is evolving beyond the bounds of a simple personal network and is gradually transforming into a social networking platform where SNS information is used to develop various new services. This thesis examines the positioning and interaction of the key players for the social networking platform and the values that the key players can gain and capture. The mobile service platform is becoming more important, as 3G mobile technologies are mature and widespread and the smartphone market is growing rapidly. For the mobile service platform, the market players are engaged in a severe competition to control the market through various strategies. The biggest current issue in the mobile market is the movement to open platform strategy to build an ecosystem in which third-party developers can participate. This thesis also examines the positioning and interaction of the key players surrounding the mobile service platform and the values that the key players can gain and capture. Ultimately, this thesis aims to suggest service platform strategies for service platform providers and third party developers from the perspectives of social networking platform and mobile service platform. For that purpose, case studies are conducted in depth. In this thesis, the term "service platform" is defined as a set of interfaces provided for the development of applications or contents as service and software grow into one. en_US
dc.description.statementofresponsibility by Jang Hoon Yoo. en_US
dc.format.extent 101 p. en_US
dc.language.iso eng en_US
dc.publisher Massachusetts Institute of Technology en_US
dc.rights M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. en_US
dc.rights.uri http://dspace.mit.edu/handle/1721.1/7582 en_US
dc.subject Engineering Systems Division. en_US
dc.subject System Design and Management Program. en_US
dc.title Service platform strategy : social networking and mobile service platform perspectives en_US
dc.type Thesis en_US
dc.description.degree S.M.in Engineering and Management en_US
dc.contributor.department Massachusetts Institute of Technology. Engineering Systems Division. en_US
dc.contributor.department System Design and Management Program. en_US
dc.identifier.oclc 761739948 en_US


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