Designing Ubiquitous Media Services: Exploring the Two-Sided Market of Newspapers

Fostering digital platform innovation: From two to multi‐sided platforms

“…The relationship between the platform provider and the advertisers is made more meaningful by reliance on the data gathered from the first side, having the chance to provide customized messages, and increasing the relevance of the exposure. Interestingly, this strategy has been identified initially as a Non‐Transaction mechanism (Filistrucchi et al, ; Ihlström Eriksson et al, ), as advertising is the underlying mechanism of that kind of two‐sided platform.…”

“…Indeed, even if the main mechanism implemented through the platform is a transaction two‐sided market, (some) of the players start exhibiting Non‐Transaction behaviour by becoming involved in a client‐as‐a‐target strategy and becoming Transaction and Non‐Transaction players at the same time, and this permits mixed relationships to emerge with the players on the second side (Evans, ; Filistrucchi et al, ; Ihlström Eriksson et al, ). The data gathered through the basic service delivery represents the enabling factor for this enhanced relationship with the second side (Trabucchi et al, ), offering de facto a service extension to the second side, giving them the chance to emerge on the platform.…”

“…Therefore, this strategy not only merges transactional and non‐transactional dimensions (Evans, ; Filistrucchi et al, ; Ihlström Eriksson et al, ) and creates the chance to move from two‐ to multi‐sides (Hagiu & Wright, ); it also enables the firm to enlarge the primary activity chain by adding new activities (sides) to exploit the value of existing assets (Sawhney et al, ; Trabucchi et al, ). This needs as a prerequisite the ability to realize that assets within the system may have value for someone outside the platform, and creating and capturing that value.…”

“…The second category—Non‐Transaction two‐sided platforms—mainly refers to newspapers and advertising media (Ihlström Eriksson, Åkesson, & Lund, ). In this field, scholars have focused mainly on two topics.…”

“…It offers a first perspective on the different ways in which these businesses may evolve starting from a transactional structure. It builds on previous research and takes different perspectives in a comprehensive model in which transactional and non‐transactional perspectives are merged (Evans, ; Filistrucchi et al, ; Ihlström Eriksson et al, ; Täuscher & Laudien, ) and bring the client‐as‐a‐source perspective to a transactional structure (Trabucchi et al, ). Furthermore, this research enlarges into a discussion on the role that big data may have in innovation (e.g., Del Vecchio, Di Minin, Petruzzelli, Panniello, & Pirri, ; Ostrom, Parasuraman, Bowen, Patrício, & Voss, ; Trabucchi et al, ).…”