#54. Les plateformes passent à l'attaque

Les plateformes récupèrent une quantité phénoménale de données qui leur permet de créer leurs propres produits sur les segments les plus attractifs.

Quelques exemples :

  • Amazon commence à produire et vendre sous sa propre marque sur les segments porteurs

  • Airbnb veut construire des hôtels dans les endroits les plus demandés.

  • Apple développe ses propres applications (ou les intègre à son OS).

Plus de détails sur l'article "When Platforms Attack" de Harvard Business Review Octobre 2015 :

Platform business models use technology to link buyers and sellers : Uber (passengers and drivers). Airbnb (travelers and lodgings). Facebook and Apple (open ecosystems to app developers). Venture capitalists love the model because can scale up with limited funds (Airbnb was able to grow far more quickly as a matchmaker than if it had to build and operate hotels).

On Amazon, researchers identified 164,000 products sold by third parties during June 2013. Ten months later the researchers found that Amazon had begun directly selling items in 3% of them, for a total of 5,000 items. The analysis showed that products sold directly by Amazon often became the default option in search results.

They determined that Amazon was more likely to offer products directly when those products had strong demand relative to other items in the same category; when there were numerous third-party sellers (signaling that it was easy to source the goods from manufacturers); when shipping costs were low (especially important because Amazon often offers free shipping); and when prices were relatively high.