An Approach to Platforms(or SD)
Pleasant Charles
A platform (or SD) vs. a product or franchise —
how are they distinguished, how are they made, and how do they grow?
Jumping rashly to the conclusion,
it all begins with a difference in perception about as thin as a single sheet of paper.
First, let's throw out these questions...
1. What do you think a computer is for?
2. What do you think the Wii game console is a product for?
3. How do you use, and perceive, Facebook or Twitter?
If these questions feel too IT-leaning...
how about these?..
4. What do you use a café as a space for?
5. What is Outback a place for, and when do you go?
Or...
6. What is hiking / the movie theater to you?
...I ask questions like these.
I grew curious about other people's thoughts, and some had views quite different from mine.
Let me hastily generalize from the results of just one or two people.
The gap in perception between someone who has a platform in mind and someone who does not will look something like this.
1. What do you think a computer is for?
Perception 1) A computer is a calculator. A work tool.
Perception 2) A space where office work can be done (or sold).
A space where shopping can be done (or sold).
A space where people can meet.
2. What do you think the Wii game console is a product for?
Perception 1) A console game is an entertainment device.
Perception 2) A space where entertainment can be sold.
A tool to spend time with family.
Something that sets you apart from others.
3. How do you use, and perceive, Facebook or Twitter?
Perception 1) Facebook / Twitter is a social network for friendship.
Perception 2) A space for learning / news feeds.
A space for branding.
A space for marketing.
4. What do you use a café as a space for?
Perception 1) A café is a space for drinking bean coffee.
Perception 2) A space for meeting and chatting.
A space for time alone.
A workspace.
A gallery.
A marketplace.
5. What is Outback a space for, and when do you go?
Perception 1) Outback is a place for eating out.
Perception 2) A place for company dinners.
A place for dates.
A space for anniversaries.
6. What is hiking / the movie theater to you?
Perception 1) Hiking is exercise.
Perception 2) An extension of business.
A space for networking.
A workspace for shooting.
A space for displaying products.
What about you? And let me picture a situation you might easily overhear in everyday life.
(Really, just hypothetically —) if an older person you know were to say that they are starting a
karaoke room or a PC room next month with the money they saved all their life, what would you tell them?
Before asking them to hear about how great you are,
consider whether your own perception and values stay only on the surface...
It is something worth reflecting on, at least once.
The typical response will look similar to Perception 1).
Some will give a single answer, while others will think about a range of approaches.
The karaoke/PC room business
=? Facebook within the countless web service businesses inside the now-faded PC business
=? Google inside the once-overflowing search / portal / advertising market
I have wandered far too long. Let me slowly wrap up.
Each perception can develop or transform in the following ways.
Of course there are many more, but I will list only a few.
Stage 1: A = B.
Stage 2: A = B or C or D or ..
Stage 3: A = B & C & D
Stage 4: A = K
; here, K can be (B or C or D or .. or BCD).
Stage 5: A = A'
; here, A' is another consumer, and A' = A = K role is possible.
Stage 6: A = [ ]
; the definition of [ ] here is whatever the readers of this piece
each think of and perceive as a platform or SD. From here on, I will hold my tongue. ()
(Revision 2 — 2012.06.24)
