Abstract
Traditional ways of doing business have been turned upside down by a group of new companies. Uber is “the world’s largest taxi-company owns no vehicles”. Facebook is “the world’s most popular media owner creates no content”, and Airbnb is “the world’s largest accommodation provider owns no real estate”. This relatively new research phenomenon requires a comprehensive understanding. This systematic literature review explores and questions “platform” research in the context of services.
This article studies 133 articles between 2002 and 2016. The findings suggest that the service platform is an increasingly popular field of research with a wide spectrum of disciplines across 74 journals. It is gaining momentum moving from theoretical to an empirical research area. Ninety-one articles included empirical data.
The definition of a service platform has been categorized in three major groups. They are the architectural researches (n = 37), the economic group (n = 21), a comprehensive definition (n = 48) and generic (n = 27), which is a group of papers that did not explicitly discuss the core features of platforms. This literature review develops a taxonomy of research topics based on their research focus: (1) service architecture, (2) platform’s impact on services and (3) service platform strategy. Finally, three key challenges are identified, which also serve as opportunities for future research.
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Appendix I: Snippets of Publications
Appendix I: Snippets of Publications
Authors | Year | Summary |
---|---|---|
Barrett, Michael; Oborn, Eivor; Orlikowski, Wanda | 2016 | The authors conducted a longitudinal field study of a health-care social platform. They identified a complex network in which the online community value is orchestrated |
Tay, Choon Khai; Chen, Song Lin | 2016 | This paper presents a cost estimation model for the service family based on modularity |
Lusch, Robert F.; Nambisan, Satish | 2015 | Service platforms, which enhance the efficiency and effectiveness of the service exchange by liquefying resources and increasing resource density |
Hofman, Erwin; Meijerink, Jeroen | 2015 | This study finds that the service value is highest when the service provision is matched with the commonality potential of the services. The results indicate that using the wrong delivery channel decreases the service value, which could eventually decrease the service value for an organization’s external customers |
Eaton, Ben; Elaluf-Calderwood, Silvia; Sorensen, Carsten | 2015 | The tuning of 30 boundary resources can influence the innovation dynamics of the iOS platform |
Seamans, Robert; Zhu, Feng | 2014 | Relative to newspapers without classified ad managers, the effect of Craigslist’s entry on newspapers with classified ad managers has led to a decrease of 20.7% in classified ad rates, an increase of 3.3% in subscription prices, a decrease of 4.4% in circulation, an increase of 16.5% in differentiation and a decrease of 3.1% in display ad rates. Craigslist’s entry has decreased the attractiveness of the newspaper to classified advertisers, which now have an alternative channel to reach newspaper subscribers. As a result, the affected newspaper decreases the classified ad rate. The newspaper now has a lower incentive to subsidize the subscriber side because each eyeball no longer generates the same amount of ad revenue as before, a finding that is consistent with the existing theory (e.g. Godes et al. 2009; Hagiu 2009) |
Gawer, Annabelle; Cusumano, Michael A. | 2014 | This paper defines the distinction between internal and external platforms and emphasizes the importance of network externalities in these platforms. The Intel case is used to illustrate an ecosystem platform leader. A comparative study among IBM, Intel and Microsoft discusses their evolution towards platform leaders. A study centring on Google and Nokia in the mobile phone industry and a comparison between Microsoft and Apple in the software industry were used to further strengthen the evolution trajectories of the platform leaders and losers |
Pon, Bryan; Seppala, Timo; Kenney, Martin | 2014 | This paper describes the transition in the mobile industry, where the device as a key asset to ensure a healthy ecosystem is no longer valid, and companies such as Google, with its Android platform, are proposing a new paradigm. Previous strategies to compete with operation systems are no longer relevant. This paper also analyses the gatekeeper roles of three such ecosystems in terms of the service-creation environment, identity management, service provisions and billing |
Chen, Dongyu; Lai, Fujun; Lin, Zhangxi | 2014 | This paper examines lender’s behaviours in p2p lending platforms. The authors proposed a model that user’s trust in intermediary and trust in borrower would determine a platform user likelihood of lending. These two types of trust are based on 5 specific factors, which are familiarity of the platform, service quality, security protection, social capital and information quality. |
Battistella, Cinzia; Nonino, Fabio | 2013 | This research establishes the relationships among the intrinsic/extrinsic motivations and the likelihood of using open innovation Web-based platforms |
Hagiu, Andrei; Wright, Julian | 2013 | This paper identifies challenges for platform wannabes, such as sales efficiency, network size and competition |
Bhargava, Hemant K.; Kim, Byung Cho; Sun, Daewon | 2013 | The authors propose a model to predict the optimal expansion strategies for start-ups and established firms to benefit from network externalities |
Suarez, Fernando F.; Kirtley, Jacqueline | 2012 | Executive summary of four strategies: (1) Target an under-served segment of the overall customer base. (2) Leverage adjacent platforms to boost demand. (3) Differentiate their product to meet emerging needs. (4) Expand the universe of potential partners by simplifying the business model for partners |
Madni, Azad M. | 2012 | Identifies trends of platform-based engineering, suggesting a more resilient and flexible adaptable PBE framework to avoid platform “lock-in”, especially in the engineering aspect in the long term |
Lu, June; Wang, Luzhuang; Hayes, Linda A. | 2012 | Optimism and insecurity influence the C2C platform’s trust and functionality, which ultimately influence C2C satisfaction |
Casey, Thomas R.; Toyli, Juuso | 2012 | The authors introduce a system-dynamics-based theoretical model to simulate the adoption of public and local wireless platforms. This paper highlights the importance of understanding complex feedback loops of the value network |
Beltran, Fernando | 2012 | The authors use a two-sided platform concept to analyse the UFB market in New Zealand. The results show that a multi-sided market approach is beneficial to end customers, and network neutrality can be a catalyst for the deployment of broadband by combining access market and content market |
Kim, Jieun; Lee, Sungjoo; Geum, Youngjung; Park, Yongtae | 2012 | The structure of digital content services using three building blocks: product, process and platform. Basically, two types of innovation pattern are established as divergence and convergence |
Yoo, Youngjin; Boland, Richard J., Jr.; Lyytinen, Kalle; Majchrzak, Ann | 2012 | This paper summarizes (1) the importance of digital technology platforms, (2) the emergence of distributed innovations and (3) the prevalence of combinatorial innovation. Digital platforms are a means to promote distributed recombination innovations |
Tuunanen, Tuure; Cassab, Harold | 2011 | Contingent to task complexity, modularized services positively influence customers’ perceived value of services and their likelihood to engage in trials of service extensions |
Kaplan, Andreas M.; Haenlein, Michael | 2011 | Identifies three justifications for micro-blogging to exist: virtual exhibitionism and voyeurism, pre-purchase marketing research and post-purchase customer relationship management |
Luis Osorio, A.; Afsarmanesh, Hamideh; Camarinha-Matos, Luis M. | 2011 | Proposes a framework for integrating services |
Jung, Jason J. | 2011 | Proposes a possible service-oriented architecture-enabled SC structure |
Liang, Ting-Peng; Ho, Yi-Ting; Li, Yu-Wen; Turban, Efraim | 2011 | Service quality, relationship quality and website quality influence social commerce decisions |
Shang, Shari S. C.; Li, Eldon Y.; Wu, Ya-Ling; Hou, Oliver C. L. | 2011 | Taxonomy of Web 2.0 service models introduced based on the knowledge-creation perspective |
Zoric, Josip | 2011 | This paper introduces a techno-business modelling approach concerning the business model in a service platform design scenario. Using models from his work of 2010, he proposes scenario planning by mapping the services, service enablers, capabilities and resources to address the appropriate service platform design that is fit for purpose |
Moon, Seung Ki; Shu, Jun; Simpson, Timothy W.; Kumara, Soundar R. T. | 2011 | This paper presents a module-based service model for mass customization. The model has a three-phase design: (1) service process identification, (2) service platform design and (3) platform strategy determination |
Weiss, Michael; Gangadharan, G. R. | 2010 | (1) A small number of APIs provide the basis for the majority of mashups. (2) Mashup platforms were introduced in response to the increasing complexity of mashups, as mashups evolved from one-feature mashups (widgets). (3) The growth of the mashup ecosystem follows a pattern where keystone data providers or “powerful hubs” attract niche data providers as complementors, and the positions of keystones in the ecosystem are mutually reinforcing |
Evans, David S.; Schmalensee, Richard | 2010 | (1) Platform businesses typically need to attain critical mass when they are launched in order just to survive. (2) With direct network effects, the basic problem is that the level of participation inthe platform affects the quality of the product it offers to participants; if the quality is too low, participation falls, which reduces the quality further, with participation declining towards zero |
Luo, Xin; Li, Han; Zhang, Jie; Shim, J. P. | 2010 | Risk perception influences the adoption of Internet banking services |
Beeflamme, Paul; Peitz, Martin | 2010 | This paper proposes a model that predicts the incentives for open platform sellers. For instance, in the two-sided single-homing environment, sellers would have more incentives to invest, whereas if the buyers were multi-homing, sellers would be less likely to invest |
Lehdonvirta, Vili | 2009 | Hedonic and social attributes act as purchase drivers |
Reisinger, Markus; Ressner, Ludwig; Schmidtke, Richard | 2009 | In addition to considering participation externality, pecuniary externality, such as the revenue stream, can also have an influence on the dynamics of a two-sided platform. The research takes radio stations as a two-sided platform and analyses the relationship between advertisers and radio service consumers |
Tee, Richard; Gawer, Annabelle | 2009 | Industry structure can be a determining factor for the success or failure of mobile Internet services |
Hagiu, Andrei; Yoffie, David B. | 2009 | MSP does not guarantee a participant’s success; a company should align its product and service offerings with the type of platform activities in which it should engage |
Reinartz, Werner; Ulaga, Wolfgang | 2008 | A flexible service platform can help companies to sell services more profitably and potentially achieve higher customer satisfaction |
Lai, Linda S. L.; Turban, Efraim | 2008 | There is a positive correlation between network value and user content. Services are defined in general terms, such as self-serving services and collaboration services (Google talk) |
Pekkarinen, Saara; Ulkuniemi, Pauliina | 2008 | Service modularity’s success depends on the manager’s knowledge in terms of choosing the correct processes and coordinating such modules to the organizations |
Bolt, Wilko; Tieman, Alexander F. | 2008 | The most elastic side of the market is used to generate maximum demand by providing it with platform services at the lowest possible price. Full participation of the high-elasticity, low-price side of the market attracts the other side. As this side is less price-elastic, the platform is able to extract high prices |
Gawer, Annabelle; Cusumano, Michael A. | 2008 | Through a series of cases from several industries, the authors offer strategic guidance for companies to achieve platform leadership |
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Han, X., Martinez, V., Neely, A. (2018). Service in the Platform Context: A Review of the State of the Art and Future Research. In: Smedlund, A., Lindblom, A., Mitronen, L. (eds) Collaborative Value Co-creation in the Platform Economy. Translational Systems Sciences, vol 11. Springer, Singapore. https://doi.org/10.1007/978-981-10-8956-5_1
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