Platform Strategy and Business Models with Andrei Hagiu
Jan 15, 2025
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Join Andrei Hagiu, an Associate Professor at Boston University and advisor on platform business models, as he unpacks the intricate dynamics of platform strategies. He discusses the concept of platform traps, where major platforms dominate sellers, and the potential for collective action to challenge this. The conversation also highlights how blockchain technology can disrupt traditional power structures and lower transaction costs. Lastly, Hagiu examines what drives success in B2B marketplaces, revealing valuable insights for startups.
Andrei Hagiu highlights that platform traps can create dependency for sellers on dominant platforms, leading to unfavorable conditions despite their apparent benefits.
The discussion reveals that collective action among sellers may counterbalance platform power, illustrating a growing awareness of their rights and opportunities for solidarity.
Deep dives
Understanding Platform Businesses
Platform businesses are defined as entities that facilitate interactions between users, encompassing various formats such as marketplaces and social networks. The simplicity of this definition highlights the core function of platforms in connecting buyers and sellers or facilitating communication among users. The shift from traditional business models to platform-based approaches signifies a broader trend in modern commerce, reflecting how engagement dynamics have changed. This evolution has compelled individuals in the academic realm, like the guest in the discussion, to explore these interactions further, leading to significant insights into platform operations and strategies.
The Concept of Platform Traps
Platforms often create a phenomenon known as 'platform traps,' where dominant platforms exert undue power over sellers, compelling them to conform to unfavorable conditions. For example, a restaurant that relies on food delivery platforms may find itself unable to escape high fees and stringent policies once it becomes dependent on customer traffic facilitated by the platform. The dependency arises from significant network effects, making sellers perceive participation as their only viable option, despite the potential downsides. Understanding this dynamic sheds light on the rational decision-making processes of sellers, emphasizing the paradox where collectively harmful choices seem individually rational.
Collective Action Against Exploitation
Instances of collective resistance among platform participants illustrate the potential for unified action in response to exploitative practices by dominant platforms. Examples include the pushback by developers against Apple and a boycott led by restaurants against the Zomato platform in India, demonstrating the power of coordinated efforts. These actions highlight an emerging awareness among platform sellers of their power dynamics and the need for strategic solidarity. Exploring these collective actions suggests a pathway for suppliers to assert themselves against platform overreach and advocate for more equitable practices within the ecosystems they inhabit.
The Future of Decentralized Platforms
The rise of blockchain technology presents both opportunities and challenges for the future of platforms, potentially decentralizing power previously held by dominant entities. Blockchain enables lower fees and more competitive environments, yet users must navigate the complexities of choosing the right protocols and understanding the trade-offs involved. Furthermore, while blockchain enthusiasts envision a world free from the domination of traditional platforms, the actual emergence of significant and successful blockchain-based platforms remains limited. This indicates that while technological advancements offer promise, they must align with effective governance and meaningful user engagement to transform the platform landscape.
Associate Professor in Information Systems at Boston University
Runs the Platform Chronicles blog together with Julian Wright.
Advisor and consultant for startups building platform business models and large companies seeking to turn products into platforms.
Summary
This episode features Andrei Hagiu, an expert in platform businesses. Hagiu defines platform businesses as enabling customer interactions, such as marketplaces or social networks. The conversation explores the evolution of platforms, including the concept of platform traps, where dominant platforms can exert significant power over sellers. The discussion touches upon the potential for collective action among sellers to counter platform power and the role of government regulation in this dynamic. Hagiu and the hosts delve into the complexities of multihoming, winner-take-all dynamics, and the influence of emerging technologies like blockchain on platform business models. The episode concludes by examining factors that contribute to marketplace success, particularly in the B2B context, where fragmentation and inefficiency present opportunities for platform-based solutions.
Publications & Papers Mentioned
Hagiu, A., & Wright, J. (2015). Multi-sided platforms. International Journal of Industrial Organization, 43, 162-1741.
Hagiu, A., & Wright, J. (2024). Will that marketplace succeed? Harvard Business Review, 102(4), 94-10358.
Hagiu, A., & Wright, J. (2020). When data creates competitive advantage. Harvard Business Review, 98(1), 94-1011.