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STRATEGIESFORTWO–SIDEMARKETS
G5groupWhatisthetwo-sidemarketsChallenge1:PricingthePlatformChallenge2:Winner-Take-AllDynamicsChallenge3:TheThreatofEnvelopmentCaseAnalysis
G5groupWhatistheTwo-SideMarkets
G5groupDevelopmentDefinitionProducerConsumerMarketCostRevenueOne-SideMarketProducerConsumerPlatformsMarketCostRevenueMarketCostRevenueTwo-SideMarketTwo-sidedmarkets,alsocalledtwo-sidednetworks,areeconomicplatformshavingtwodistinctusergroupsthatprovideeachotherwithnetworkbenefitsProducerMarketConsumerPlatform
G5groupStructuralCharacteristicsItincludetwoeffectsPlatformsSide1Side2MembersofatleastonegroupexhibitapreferenceregardingthenumberofusersintheothergroupCross-SideEffectSide1Side2PlatformsEachgroup’smembersmayalsohavepreferencesregardingthenumberofusersintheirowngroupSame-SideEffect
G5groupChallenge1:PricingthePlatform
G5groupPricing?without?taking?network?effects?into?account?Traditional?pricing?logic?seeks?the?biggest?revenue?rectangle?(price?×?quantity)?under?each?demand?curve.
G5groupPricingwith?takingthe?network?effects?into?account?Long?as?the?revenue?gained?(red?box)?exceeds?the?revenue?lost?(light?blue?box),?a?discounting?strategy?isprofitable.?The?subsidy?largely?changes?network?size.Subsidize?the?consumerside
G5groupPricingwith?takingthe?network?effects?into?account?Subsidize?the?developersideIn?this?market,?consumers?care?more?about?access?to?critical?features.?The?main?effect?of?a?subsidy?is?tochange?network?value.
G5groupAQuestionWhichsideshouldbesubsidized
G5groupFactorsneedtobeconsidered1,Abilitytocapturecross-sidenetworkeffects.SubsidySideYourPlatformRivalPlatformMoneySideUSER1USER2USERBUSERAYourgiveawaywillbewastedifyournetworkssubsidysidecantransactwitharivalplatformprovider’smoneyside.
G5groupFactorsneedtobeconsidered2,Usersensitivitytoprice.ConsumerDemandDeveloperDemandPricePr
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