We conducted a series of quantitative and qualitative studies to explore these challenges, including analyses of mobile app data from more than 50 countries app stores, regulatory filings, and investment records, as well as more than 100 hours of interviews with executives at platform firms such as Xiaomi, Dropbox, and ByteDance. Upgrading your Brand New Adventure with @Commercewise. This middle platform manages a repertoire of common components and capabilities, ensuring that teams across the business can access the components they need while still retaining the flexibility to adapt these shared resources to meet varying customer needs. Alibabas middle platform concept exemplifies this approach. Specifically, there are three critical areas that platform firms should consider when pursuing international growth: user acquisition strategy, organizational structure, and business environment. User Acquisition Strategy Platform business models typically depend heavily on network effects to expand their user bases. Grab also expanded its service offerings to add more value to local users, and formed win-win partnerships with local insurance and banking firms. your password - CMSWire, 10 Content Marketing Statistics Every Marketer Should Know In 2022 [Infographic] - Social Media Today. Input your search keywords and press Enter. 3 Obstacles to Globalizing a Digital Platform. Coordinating such a dynamic portfolio of platforms with numerous stakeholders across many different countries typically requires a much more sophisticated organizational structure than necessary to manage a single-market business. But as the firm began developing different versions of its platform to meet the needs of users across multiple countries, it introduced a third tier: the middle platform. This ease of access can make scaling up seem effortless after all, vi Read full article. These AI algorithms can help platforms target content to users in their home countries, but more traditional measures, such as market research or online experiments, are often critical when entering new markets for which platforms likely have less relevant data. Required fields are marked *. And how to overcome them. 3 May 2022 14:05, Business News. (Bill Gates, 1994) Classic. 3 Obstacles to Globalizing a Digital Platform. Previous Post By: Liang Chen, Sali Li, Noman Shaheer, Maximilian Stallkamp . To navigate this complexity and stay ahead of local rivals while avoiding destructive internal competition and duplicated work, some platform firms have begun adopting a modular structure. And how to overcome them. To be sure, network effects will always be a key driver for globalizing platform firms but our research suggests that theyre not enough to automatically guarantee growth beyond a companys home base. In other cases, platforms may face soft legitimacy challenges: While not an immediate legal threat, concerns regarding privacy protection, worker rights, environmental and social impacts, etc., may undermine the appeal of a platform, pushing users to defect to rival platforms and increasing the likelihood of regulatory action in the future. Website. Initially, Alibaba followed a traditional, two-tier organizational structure, in which individual teams dealt directly with users and developed operational capabilities on their own, while headquarters allocated resources and support to each team. These strategies had twin benefits: They both increased the platforms appeal in the market and helped the company build a network of local supporters and spokespeople with a strong interest in protecting the platforms continued operations. "> As technology progresses, it has become increasingly easy for reach customers around the globe. The summer school of Digital Methods Initiative is a training programme which deals with innovative research methods in the field of new media studies. Coordinating such a dynamic portfolio of platforms with numerous stakeholders across many different countries typically requires a much more sophisticated organizational structure than necessary to manage a single-market business. ByteDance has adopted a similar architecture, in which its shared-service platform enables global teams and business units to share insights, operational resources, and key assets, without encroaching on their flexibility. Can We Meet It? For example, the Dutch food delivery platform Just Eat Takeaway operates different platforms with unique features and brands in different international markets, including Grubhub, SkipTheDishes, Just Eat, and others. And how to overcome them. Launching so rapidly can mean that these firms end up sidestepping local regulations and evading scrutiny from local stakeholders (whether intentionally or otherwise), disrupting established industries and provoking pushback from regulators, incumbents, and other stakeholders. For example, legal restrictions on short-term rentals have substantially constrained Airbnbs growth in some cities, and even entirely locked it out from others. We cant seem to find the page youre looking for. We conducted a series of quantitative and qualitative studies to explore these challenges, including analyses of mobile app data from more than 50 countries app stores, regulatory filings, and investment records, as well as more than 100 hours of interviews with executives at platform firms such as Xiaomi, Dropbox, and ByteDance. Cut-throat Competition. Victoria, 3010, Australia, Emergency information | Disclaimer and copyright | Accessibility | Privacy | VaxFACTS. "> As technology progresses, it has become increasingly easy for reach customers around the globe. Post navigation. These strategies had twin benefits: They both increased the platforms appeal in the market and helped the company build a network of local supporters and spokespeople with a strong interest in protecting the platforms continued operations. Henry Wadsworth May 3, 2022. Many platform businesses rely heavily on network effects to drive their growth. For example, Shopees local managers deployed tactics such as introducing gamified shopping experiences that appealed to certain customer bases, designing campaigns around holidays such as Eid, and partnering with locally trending celebrities such as BlackPink. Finally, many platform businesses attempt to lead global expansions with homogeneous leadership teams recruited from their home countries. Launching so rapidly can mean that these firms end up sidestepping local regulations and evading scrutiny from local stakeholders (whether intentionally or otherwise), disrupting established industries and provoking pushback from regulators, incumbents, and other stakeholders. This ease of access can make scaling up seem effortless after all, vi Read full article. To be sure, network effects will always be a key driver for globalizing platform firms but our research suggests that theyre not enough to automatically guarantee growth beyond a companys home base. Some of these hurdles may take the form of what we call hard legitimacy challenges: that is, laws and regulations that directly limit firms market access or render their existing business models untenable, neutralizing any first-mover advantage. Log into your account. Share your thoughts about this. TRADING RANG DONG JOINT STOCK COMPANY dynamic deep link android; nash community college registrar; give and take nyt crossword clue and operational capabilities (e.g., user acquisition, marketing, monetization, customer insights, etc.) Through this research, we identified three critical areas that platform firms should consider when pursuing international growth: user acquisition strategy, organizational structure, and business. We are a robust team of 80+ professionals from various sectors Read More, Copyrights THE PRO PEOPLE All Rights Reserverd, 8 Ways To Find Last-Minute Award Tickets To Europe - Forbes, Bank of Americas 50 stocks to buy now as a new world order takes shape - Fortune, What will Johnny Depps legal victory mean for his and Amber Heards careers? User Acquisition Strategy Platform business models typically depend heavily on network effects to expand their user bases. Since so much of a platforms value is created by its complementors, many of these firms are able to grow very quickly while maintaining a relatively flat organizational structure. This middle platform manages a repertoire of common components and capabilities, ensuring that teams across the business can access the components they need while still retaining the flexibility to adapt these shared resources to meet varying customer needs. This ease of access can make scaling up seem effortless after all, virtual marketplaces are borderless by nature, and so it can be tempting for these businesses to view the entire world as their target market from inception. Platforms may also want to consider offering substantial support to their complementors in exchange for exclusive content in their countrys top market categories, as these alliances can help create the distinct market positioning thats essential to attract and retain users. To navigate this complexity and stay ahead of local rivals while avoiding destructive internal competition and duplicated work, some platform firms have begun adopting a modular structure. ByteDance has adopted a similar architecture, in which its shared-service platform enables global teams and business units to share insights, operational resources, and key assets, without encroaching on their flexibility. 3 Obstacles to Globalizing a Digital Platform 3 Obstacles to Globalizing a Digital Platform. As technology progresses, it has become increasingly easy for digital platform companies to reach customers around the globe. Becoming the Synonym of Globalization: Localizing your Media Content with Subtitles and Dubbing | We democratize your media content by breaking cultural and language barriers in the realm of translation, subtitling and dubbing - all with the powers of AI. May 23, 2022. Learn how to overcome barriers when working globally. Education Finland Coordinated by the FNAE, Education Finland is a government cluster program that supports the international growth of the best Finnish educator providers - HEI Schools is one of them! Other platforms, such as Clash, started out by paying all their complementors. Similarly, while platforms such as TikTok and Twitch are known for their powerful algorithmic content targeting, they have attracted users from around the world by complementing these systems with investment into sourcing localized content such as music, news, recipes, jokes, fitness tips, and medical advice thats specific to different customer segments unique needs and interests. ByteDance has adopted a similar architecture, in which its shared-service platform enables global teams and business units to share insights, operational resources, and key assets, without encroaching on their flexibility. For example, the Dutch food delivery platform Just Eat Takeaway operates different platforms with unique features and brands in different international markets, including Grubhub, SkipTheDishes, Just Eat, and others. Facebook Twitter Pinterest Linkedin. May 23, 2022. For example, although Alibaba subsidiary Lazada had access to advanced AI-powered search recommendations, it was surpassed in many global markets by the much smaller Shopee, which relied more on local managerial insights than on imported technological solutions. Your competitors will take over new opportunities and you'll be left behind. 3 Obstacles to Globalizing a Digital Platform. This ease of access can make scaling up seem effortless after all, vi Read full article. 3 Obstacles to Globalizing a Digital Platform. Platform business models typically depend heavily on network effectsto expand their user bases. However, this can be both a blessing and a curse. Length: 1602 word count Publication Date: May 3, 2022 Discipline: Strategy Product #: H070TC-PDF-ENG What's included: Educator Copy $4.25 per student degree granting course $7.46 per student non-degree granting course Platforms may also want to consider offering substantial support to their complementors in exchange for exclusive content in their countrys top market categories, as these alliances can help create the distinct market positioning thats essential to attract and retain users. Unfortunately, our research has shown that network effects tend to decline when crossing borders. And how to overcome them. This middle platform manages a repertoire of common components and capabilities, ensuring that teams across the business can access the components they need while still retaining the flexibility to adapt these shared resources to meet varying customer needs. These leaders often have limited familiarity with foreign markets, stymying international growth efforts. The COVID-19 pandemic has only bolstered the technological possibilities, making it accessible to merchants and vendors of all sizes and customers of all ages across the region. Can a Social Entrepreneur End Homelessness in the U.S.? To expand outside an existing network of customers, more concerted user acquisition strategies are necessary. As Ubers struggles in Europe and parts of Asia illustrate, commercial success is difficult to sustain when local stakeholders are not supportive. Upgrading your Brand New Adventure with @Commercewise. Other platforms, such as Clash, started out by paying all their complementors. And how to overcome them. For example, Singaporean ride-hailing platform Grab employed a combination of these strategies to push for greater acceptance (and eventually formal legalization) of its business model in Thailand. Through this research, we identified three critical areas that platform firms should consider when pursuing international growth: user acquisition strategy, organizational structure, and business environment. When expanding globally, platform firms should consider borrowing a few tricks from conventional multinationals, such as recruiting knowledgeable local staff, building relationships with decision-makers, providing public services, increasing local value-added, and forming alliances with local players across industries. Platform business models typically depend heavily on network effects to expand their user bases. First, while many platforms rely heavily on algorithms designed to automate user acquisition, this isnt a problem you can solve with AI alone. To address diverse and rapidly shifting local demands, firms may introduce different functionalities, different interfaces, and even entirely separate platforms for different markets (in some cases, this may be through internal development, while in others, a firm may acquire a local competitor). Access more than 40 courses trusted by Fortune 500 companies. Sep 2009 - Present13 years 3 months. "> As technology progresses, it has become increasingly easy for reach customers around the globe. 13 6352), International: Marketing Muses 3 Obstacles to Globalizing a Digital Platform. Facebook . In addition, platform businesses must prioritize acquiring not only end users, but also the content creators, streamers, and sellers or complementors that will populate their platforms. Alibabas middle platform concept exemplifies this approach. Similarly, while platforms such as TikTok and Twitch are known for their powerful algorithmic content targeting, they have attracted users from around the world by complementing these systems with investment into sourcing localized content such as music, news, recipes, jokes, fitness tips, and medical advice thats specific to different customer segments unique needs and interests. As the battle between Lazada and Shopee demonstrates, its critical to empower local managers who are better equipped to understand and adapt to country-specific needs. This ease of access can make scaling up seem effortless after all, vi Read full article. This ease of access can make scaling up seem effortless after all, vi Read full article. These AI algorithms can help platforms target content to users in their home countries, but more traditional measures, such as market research or online experiments, are often critical when entering new markets for which platforms likely have less relevant data. Platform business models typically depend heavily on network effects to expand their user bases. May 17, 2022. But when it comes to international expansion, research suggests that network effects are insufficient to replicate the rapid market penetration these firms may be used to at home. Globalization gives birth to the cut-throat. Bridge2East - . To address these risks, platforms must start by understanding local concerns. Save my name, email, and website in this browser for the next time I comment. Unfortunately, our research has shown that network effects tend to decline when crossing borders. Similarly, while platforms such as TikTok and Twitch are known for their powerful algorithmic content targeting, they have attracted users from around the world by complementing these systems with investment into sourcing localized content such as music, news, recipes, jokes, fitness tips, and medical advice thats specific to different customer segments unique needs and interests. Without the need for costly physical infrastructure, digital businesses are often able to enter foreign markets a lot faster than traditional firms. While mature platforms attract complementors easily, new platforms may need to invest substantial resources in recruiting these partners. User Acquisition Strategy. "> As technology progresses, it has become increasingly easy for reach customers around the globe. But as platform businesses expand across multiple countries, these flat structures may become insufficient to manage the idiosyncrasies of each market. Unfortunately, our research has shown that network effects tend to decline when crossing borders. In addition, platform businesses must prioritize acquiring not only end users, but also the content creators, streamers, and sellers or complementors that will populate their platforms. For example, in markets where digital payment is not popular, product teams can use the existing payment infrastructure available on the middle platform, but customize it to make cash-on-delivery the default option. 3 Obstacles to Globalizing a Digital Platform https://bit.ly/3KGWDID. We executed a series of quantitative and qualitative scientific studies to discover these difficulties, which include analyses of mobile app facts from far more than 50 countries' app suppliers, regulatory filings, and financial commitment records, as well as more than 100 hours of interviews with executives at platform firms these types of as Xiaomi, Dropbox, and ByteDance. Specifically, there are three critical areas that platform firms should consider when pursuing international growth: user acquisition strategy, organizational structure, and business environment. In addition, platform businesses must prioritize acquiring not only end users, but also the content creators, streamers, and sellers or complementors that will populate their platforms. Alibabas middle platform concept exemplifies this approach. from HBR.org https://ift.tt/gtdS5vZ. These leaders often have limited familiarity with foreign markets, stymying international growth efforts. May 18, 2022. Grab also expanded its service offerings to add more value to local users, and formed win-win partnerships with local insurance and banking firms. For example, Shopees local managers deployed tactics such as introducing gamified shopping experiences that appealed to certain customer bases, designing campaigns around holidays such as Eid, and partnering with locally trending celebrities such as BlackPink. 3 Obstacles to Globalizing a Digital Platform And how to overcome them. 3 Obstacles to Globalizing a Digital Platform. May 17, 2022. This ease of access can make scaling up seem effortless after all, vi Read full article. The theme of the 2012 course was "Reality mining, and the limits of digital methods" which asked the fundamental question of how "open" is the open graph and can we go beyond the limitations of the interface. Through this research, we identified three critical areas that platform firms should consider when pursuing international growth: user acquisition strategy, organizational structure, and business environment. As technology progresses, it has become increasingly easy for digital platform companies to reach customers around the globe. YouTube, for example, has been fairly successful in organically attracting both users and complementors across countries, while TikTok has seeded its platform with paid content creators in many international markets. To address diverse and rapidly shifting local demands, firms may introduce different functionalities, different interfaces, and even entirely separate platforms for different markets (in some cases, this may be through internal development, while in others, a firm may acquire a local competitor). How Living Abroad Helps You Develop a Clearer Sense of Self, How Netflix Expanded to 190 Countries in 7 Years, Company Culture Is Everyones Responsibility, Getting Serious About Diversity: Enough Already with the Business Case, The 20 Most Common Things That Come Up During Reference Checks. Platforms may also want to consider offering substantial support to their complementors in exchange for exclusive content in their countrys top market categories, as these alliances can help create the distinct market positioning thats essential to attract and retain users. - The Guardian, How to avoid scammers on the internet - Vanguard, 8 Ways You're Throwing Money Away on Food - GOBankingRates, Stocks Are Way Down. This refers to an architecture that centralizes common product components (e.g., search recommendations, payment systems, algorithms, etc.) In other cases, platforms may face soft legitimacy challenges: While not an immediate legal threat, concerns regarding privacy protection, worker rights, environmental and social impacts, etc., may undermine the appeal of a platform, pushing users to defect to rival platforms and increasing the likelihood of regulatory action in the future. Other platforms, such as Clash, started out by paying all their complementors. Your email address will not be published. Name *. As technology progresses, it has become increasingly easy for digital platform companies to reach customers around the globe. This content was originally published here. Global Demand for Food Is Rising. - The Wall Street Journal, B2C E-Commerce Market Size is projected to reach USD 8,016 - GlobeNewswire, VISIT MINNESOTA : 7 Best Hiking Trails in Minnesota - NomadLawyer, Are You Asking the Right Questions in B2B Marketing? For example, Chinese users on the streaming site Bilibili may attract other Chinese users but theyre unlikely to attract many overseas users, limiting the platforms ability to grow beyond China. We are happy to welcome you to The Pro People Family and share what you have done to inspire you to find your life goal. For example, Singaporean ride-hailing platform Grab employed a combination of these strategies to push for greater acceptance (and eventually formal legalization) of its business model in Thailand. For example, although Alibaba subsidiary Lazada had access to advanced AI-powered search recommendations, it was surpassed in many global markets by the much smaller Shopee, which relied more on local managerial insights than on imported technological solutions. These leaders often have limited familiarity with foreign markets, stymying international growth efforts. Similarly, ByteDance keeps Douyin and TikTok fully separate, with independent management teams for each brand. "> As technology progresses, it has become increasingly easy for reach customers around the globe. This ease of access can make scaling up seem effortless after all, virtual marketplaces are borderless by nature, and so it can be tempting for these businesses to view the entire world as their target market from inception. For example, in markets where digital payment is not popular, product teams can use the existing payment infrastructure available on the middle platform, but customize it to make cash-on-delivery the default option. 3 Obstacles to Globalizing a Digital Platform. Initially, Alibaba followed a traditional, two-tier organizational structure, in which individual teams dealt directly with users and developed operational capabilities on their own, while headquarters allocated resources and support to each team. Record net sales of $3.1 billion up 14.5% year-over-year, driven by North and South America New 3 Obstacles to Globalizing a Digital Platform By: Liang Chen, Sali Li, Noman Shaheer, Max Stallkamp And how to overcome them. "> As technology progresses, it has become increasingly easy for reach customers around the globe. But as the firm began developing different versions of its platform to meet the needs of users across multiple countries, it introduced a third tier: the middle platform. 3 Obstacles to Globalizing a Digital Platform - And how to overcome them. To address these risks, platforms must start by understanding local concerns. They're Still Expensive. Through a series of quantitative and qualitative studies, the authors identified the common hurdles that digital platforms face in each of these three areas, as well as strategies that can be effective in addressing those challenges when attemp.. We acknowledge and pay respect to the Traditional Owners of the lands upon which our campuses are situated, Read about our commitment to reconciliation, Phone: 13 MELB For example, legal restrictions on short-term rentals have substantially constrained Airbnbs growth in some cities, and even entirely locked it out from others. While the typical playbook for digital platform expansion generally focuses on prioritizing technological excellence, ensuring a first-mover advantage, and aggressively acquiring users, this approach can backfire when navigating a complex international landscape. May 18, 2022. Let Commercewise bring this thoughts & ideas to your team, Book Dr. Tony Astro at www.commercewise.us.www.commercewise.us. We will share what we do and help each other succeed in their business goal. Enter the email address you signed up with and we'll email you a reset link. While the typical playbook for digital platform expansion generally focuses on prioritizing technological excellence, ensuring a first-mover advantage, and aggressively acquiring users, this approach can backfire when navigating a complex international landscape. The University of Melbourne Platform business models typically depend heavily on network effects to expand their user bases. These strategies had twin benefits: They both increased the platforms appeal in the market and helped the company build a network of local supporters and spokespeople with a strong interest in protecting the platforms continued operations. +61 3 9035 5511, Address: May 3, 2022 May 3, 2022 by Liang Chen. Sounds perfect Wahhhh, I don't wanna . Specifically, we found several common pitfalls that can hinder platforms ability to attract local customers. Some of these hurdles may take the form of what we call hard legitimacy challenges: that is, laws and regulations that directly limit firms market access or render their existing business models untenable, neutralizing any first-mover advantage. Ollang | 5,617 followers on LinkedIn. Specifically, there are three critical areas that platform firms should consider when pursuing international growth: user acquisition strategy, organizational structure, and business environment. and operational capabilities (e.g., user acquisition, marketing, monetization, customer insights, etc.) For example, in markets where digital payment is not popular, product teams can use the existing payment infrastructure available on the middle platform, but customize it to make cash-on-delivery the default option. When expanding globally, platform firms should consider borrowing a few tricks from conventional multinationals, such as recruiting knowledgeable local staff, building relationships with decision-makers, providing public services, increasing local value-added, and forming alliances with local players across industries. For example, although Alibaba subsidiary Lazada had access to advanced AI-powered search recommendations, it was surpassed in many global markets by the much smaller Shopee, which relied more on local managerial insights than on imported technological solutions. When expanding globally, platform firms should consider borrowing a few tricks from conventional multinationals, such as recruiting knowledgeable local staff, building relationships with decision-makers, providing public services, increasing local value-added, and forming alliances with local players across industries. In reality, however, distinct challenges remain when it comes to expanding a platform business beyond its home base. And how to overcome them. Reset link for Digital platform companies to reach customers around the globe operational capabilities ( e.g. user! Your team, Book Dr. Tony Astro at www.commercewise.us.www.commercewise.us on network effects tend to decline crossing. 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