Methodology for Exploring the Possibilities of Digital Platforms and Ecosystems
Experience of Using Platform Innovation Kit
Abstract
The article discusses a new direction of strategic development of companies – the ecosystem. The definition of an ecosystem digital platform and its key characteristics are given. A digital ecosystem is a set of proprietary or partner services combined on the platform of one company and focused on providing value to customers throughout their life path. Its key principles as a new model of company development are: modularity, coordination, adaptation, multilateral relations. In Russia, the ecosystems of the companies Beber, Yandex, Mail.ru Group, Tinkoff, MTS, VTB, RSHB, Rostelecom are known. The bank's ecosystems are expanding their activities in terms of partnership, providing non-financial services to their clients, among other things. The analysis of the tools for choosing a digital transformation strategy of the business model is given. Such visualization tools of strategy sections as digital piano, digital compass are presented. The rationale for the use of a new methodological approach - Platform Innovation Kit - in the formation of an ecosystem strategy is given. It is a set of canvases that help to create new platform features, identify links between ecosystem participants, and highlight the motives for its use for consumers. Ecosystem objects are described in terms of platform design. An example of the use of some tools is given on the example of the development of a banking ecosystem strategy, including the Environment Scan Canvas, platform links (The Ecosystem Canvas), The ecosystem Entity-Role Portrait, the Motivation matrix, basic transactions (Identification of the underlying transaction). This approach has proven itself well as a decision-making tool in the disciplines of "Internet Entrepreneurship", "Digital Business Models" and in the development of student projects.
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