Strategies for competing in markets enabled by digital platforms

Abstract

Purpose

The article examines four strategies for creating competitive advantage in markets enabled by digital platforms.

Design/methodology/approach

The four strategies are assessed: 10; Strategy 1: The Digital Industrialist - hardware-data-experience. 10;Strategy 2: The Digital Consumer - experience-data-platform-hardware. 10;Strategy 3: The Data Acquirer - buy data (D). 10;Strategy 4: The Platform over Platform (PoP).

Findings

By offering their customers even more compelling and unique cross-platform experiences, platform over platform entrants can create new mega-platform environments, overarching existing, otherwise successful platform environments.

Practical implications

By expanding and deepening their customers’ engagement, platform over platform businesses might ultimately relegate some existing platforms to digital infrastructure – providing the pipes and plumbing for customers empowered to jump seamlessly across and between platforms with the support and encouragement of their platform over platform orchestrators.

Citation

Ikeda, K. and Marshall, A. (2019), "Strategies for competing in markets enabled by digital platforms", Strategy & Leadership, Vol. 47 No. 1, pp. 30-36. https://doi.org/10.1108/SL-10-2018-0097