We study the phenomenon of business ecosystems in which platform firms orchestrate the functioning of ecosystems by providing platforms and setting the rules for participation by complementor firms. We develop a theoretical framework to explain how the structural and evolutionary features of the ecosystem may shape the extent to which participating complementor firms can sustain their superior performance. The structural feature, which we refer to as ecosystem complexity, is a function of the number of unique components or subsystems that interact with the complementor's product. We incorporate the evolutionary features by considering the role of generational transitions initiated by platform firms over time as well as the role of complementors' ecosystem-specific experience. Evidence from Apple's iOS and Google's Android smartphone ecosystems supports our arguments that higher ecosystem complexity helps app developers sustain their superior performance, and that this effect is stronger for more experienced firms. In contrast, platform transitions initiated by Apple and Google make it more difficult for app developers to sustain their performance superiority, and that this effect is exacerbated by the extent of ecosystem complexity. The study offers a novel account of how the performance of complementor firms in platform-based business ecosystems may be shaped by their ecosystem-level interdependencies. ABSTRACTWe study the phenomenon of business ecosystems in which a platform firm orchestrates the functioning of the ecosystem by providing a platform and setting the rules for other complementor firms to participate in it. We develop a theoretical framework to explain how the structural and evolutionary features of the ecosystem may shape the extent to which participating complementor firms can sustain their superior performance. The structural feature, which we refer to as ecosystem complexity, is a function of the number of unique components or subsystems that interact with the complementor's product. We incorporate the evolutionary features by considering the role of generational transitions initiated by platform firms over time as well as the role of complementors' ecosystem-specific experience. Evidence from Apple's iOS and Google's Android smartphone ecosystems supports our arguments that higher ecosystem complexity helps app developers sustain their superior performance, and that this effect is stronger for more experienced firms. In contrast, platform transitions initiated by Apple and Google make it more difficult for app developers to sustain their performance superiority, and that this effect is exacerbated by the extent of ecosystem complexity. The study offers a novel perspective on how the performance of complementor firms in business ecosystems may be shaped by the rules and actions of the central platform firms.2
Complementary assets play an important role in shaping an innovation’s commercialization success. In this paper, we broaden the locus of complementarities to examine the role of complementary technologies residing in the business ecosystems that are becoming an important source of value creation for innovating firms. We argue that, on one hand, complementary technologies help innovations create more value for their users. On the other hand, they can also limit the focal innovation’s value creation by exposing them to performance bottlenecks as the underlying technological architecture of the ecosystem evolves. We further extend the notion of specialization of complementary assets to ecosystems by considering complementary technologies that are specialized to a focal ecosystem and those that are available across multiple ecosystems. We highlight that, although the complementary technologies that are specialized to an ecosystem facilitate greater value creation, they are more likely to subject the focal innovation to performance bottlenecks. Evidence from 244,034 apps launched by software developers for Apple’s iPhone ecosystem during 2008–2015 offers strong support for our framework. In summary, the study sheds light on the value creation tradeoff for firms innovating in business ecosystems—the opportunities associated with leveraging complementarities and the challenges associated with managing technological interdependencies.
Research Summary Platform owners often use endorsements to actively manage complementor firms. We argue that the direct network effects of complementors' products play a central role in the platform management by its owner. We test our predictions using data on the Apple's promotion of apps. We find that apps with network effects are more likely to receive an award. This likelihood increases when the app is introduced by a developer with a larger market share but declines when introduced in a concentrated segment. The likelihood decreases further if the app is introduced in a concentrated segment by a developer that holds a larger market share. Further, we observe that in concentrated segments, the “challenger” developer has a higher likelihood of receiving the award relative to the leader. Managerial Summary Many products offered through platforms have their own direct network effects. The value of the product for each user grows with the number of other consumers using the product. Many platform owners also actively manage their platforms to ensure platform growth and often use less traditional tools such as product endorsements to achieve this goal. In the context of video games listed in the iOS App Store and the Editors' Choice Awards as a form of product endorsement, we examine the tradeoffs that products with direct network effects (i.e., multiplayer video games) present to the platform owner (Apple). On the one hand, the platform owner may want to promote apps with direct network effects to help them achieve a momentum in terms of user growth. On the other hand, networked apps may become dominant in the segment with negative implications for future growth of the segment and the platform owner's profitability. We find evidence consistent with this tension and find that it critically depends on the complementor strength and market segment concentration. We also observe that in concentrated segments, the “challenger” developer has a higher likelihood of receiving the award relative to the leader.
Research Summary Within platform‐based ecosystems, what drives platform owners' investment decision to enable third‐party complements onto their platforms? Departing from the conventional focus on the complementarity value that these complements add to platform owners, we examine how uncertainty in the complementary product market drives this decision. We offer a novel perspective on third‐party complements—they contain option value allowing the platform owner to defer its own entry into the market. Thus, uncertainty increases investment in enabling complements, especially with greater “downside risk” in the market or learning‐by‐observing. We demonstrate this perspective using numerical examples, simulations, and data on Apple's iPhone ecosystem from 2010 to 2015. This perspective brings together literatures on complementarity value and entry into the complementary market, and indicates that complements generate more than complementarity value within platform‐based ecosystems. Managerial Summary To manage complements within a platform‐based ecosystem, the platform owner needs to understand how complements add value. Conventionally, complements are seen to render the platform more attractive. We offer a different view—complements can be seen as real options for the platform owner to learn about the product‐market potential and decide later if it should enter the market with its own product. Using data from Apple's iPhone ecosystem, we demonstrate this option value and show that it is salient when “downside risk” of the market is high or learning‐by‐observing is possible. Our analysis suggests that without considering such option value, platform managers may have underestimated the value‐add of complements on their platforms. Our findings also contribute to recent discussions about platform owners' entry into third‐party spaces.
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