Page 18 - WPP Martech 2030

Trend 02
These three patterns are cropping up in in in nearly every corner of digital business They thrive on the the the dynamics of the the the Internet the the the way manufacturing plants
in in the the the 19th century once thrived on on the the the rivers that powered their machinery before electricity In the the decade ahead these patterns will be be an an explicit and integral part of our strategy and operations Successful platforms networks and and marketplaces — and and the ecosystems of participants that flourish around them — will be some of the the most valuable
assets a
a
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company can own still working on this
Platform
still working on this
this
still still working on this
PLATFORM
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NetworkNETWORK
MarkeMtpAlaRcKeETPLACE MARKETPLACE
MARKETPLACE
PLATFORM
PLATFORM
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PLATFORM
PLATFORM
Platforms enablePlsaptefocriamliszaetnioanb le le le specialization innovatioPn latnfdorvinmanrisoavteiaontniaoobnf leapnspdps veacriatlizoantoiof nap pins teractions and and and aisnsteNtreaschtwtairoiongrsk —sanfcadocnai-lsisteateshcaoringne—cctcionn-ssu mers in in in in in in in in in in a
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particuolanrsummMareakresktei ntpa lpaacretiscumlaar tmcahrkperto ducers ducers and and and NETWORK
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match
Mpraordkeutcpelrascaensdmatch producers and and campaigns campaigns incnreoacvtaiavmeti powaniog rnaksfln odcwrv eaeartciva etoi onwnoorkfflaopwp se se se se tct e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e notn data data knowleintdetgnetr aedctactti ao— nkasnm oaownlgdedagses ettcs h—arainmgobn—rgokceoring- discovery discovery bervoakluearticniognn dsisucmoveerrsy inevaalpuatritoicn ular market Platforms enable specialization innovation Networks facilitate connections Marketplaces match
producers and and and and and a
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coherent comamcoonhfeoruendt atcionm mon mon foundation participants in in in in in in in in in in in in a
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copmarmtiucnipitayn ts
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in in in in in in in in in in in in a
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community transactions and and and and sertvriacnesdacetliivoenrsy and and and and service delivery campaigns campaigns creative creative workflow etc etc on on on on on on on on on on on on on on on on on on on tent data knowledge etc etc —among brokering discovery evaluation and and and and and and variation of apps campaigns campaigns creative creative interactions and and and and and and asset sharing — — consumers in in in in in in in in in a
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particular market a
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coherent coherent common common foundation participants in in in in in in a
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community transactions and and service delivery Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: workflow etc etc on on on on on on on on on on on on on a
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coherent coherent common common content data knowledge etc etc — brokering discovery evaluation Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: Examples: iOS iOS HubSpot HubSpot Salesforce Salesforce Shopify Shopify Xero Xero Facebook Facebook LinkedIn LinkedIn Slack Slack Twitter Twitter Airbnb Airbnb AdWords AdWords App App Store Etsy Fiverr
iOS HubSpot Salesforce Salesforce Shopify Shopify Xero Xero Facebook Facebook LinkedIn LinkedIn Slack Slack Twitter Twitter Airbnb Airbnb AdWords AdWords App App Store Store Etsy Etsy Fiverr
Fiverr
foundation Examples: amongparticEipxamntpsleins:acommunity transactions Eaxnadmpselersv:icedelivery iOS KHeuybdSynpaomt icSs:alesforce Shopify Xero KeydynaFmacices:book LinkedIn Slack Twitter Keydynamics:Airbnb AdWords AppStore Etsy Fiverr
Examples: iOS HubSpot Salesforce Examples: Facebook LinkedIn Slack Key dynamics: Examples: Airbnb AdWords App Key dynamics: Key Key Key Key Key dynamics: dynamics: dynamics: dynamics: Key Key Key Key Key dynamics: dynamics: dynamics: dynamics: Key Key Key Key Key dynamics: dynamics: dynamics: dynamics: extensibility extensibility remixability remixability governance governance network network effects effects Metcalfe’s Metcalfe’s Law Law supply supply & demand “GDP”
extensibility remixability remixability governance governance Shopify Xero network effects Metcalfe’s Metcalfe’s Law Law supply & demand “GDP”
“GDP”
Key dynamics: Twitter Xero Store Etsy Fiverr
extensibility remixability governance network effects Metcalfe’s Law supply & demand “GDP”
Key dynamics: extensibility remixability governance BUSINESS MODELS MODELS & OPERATING MODELS MODELS Platforms networks and marketplaces can be business models where a
a
company monetizes them directly But they can also be operating models where a
a
a
company leverages these digital structures to run their business more effectively And they can be blended together in short it also depends on the viewpoint A brand can sell a
a
a
a
a
hardware platform tap their user network for community-based support and advocacy and run a
a
a
a
a
a
marketplace for apps and services offered around its products An agency can provide
Key dynamics: network effects Metcalfe’s Law their own proprietary apps on top of their clients’ marketing platforms — as a
a
a
a
a
way of efficiently collaborating and securely sharing data — source panel insights from a
a
consumer network owned by their holding company and secure endorsements for localized campaigns through their own specialized influencer marketplace Because platforms networks and marketplaces are excellent ways to coordinate independent and widely distributed contributors they can also serve as effective organizational models for empowering a
a
more decentralized workforce inside a
business Key dynamics: supply & demand “GDP”
Business models and operating models often combine these three patterns in external and internal — or open and closed — ecosystems 18